Case Study 1

Branding By Comparison

Health drinks, a part of the functional food and drinks

category is one of the most valuable consumer markets of
today. It mainly includes beverages s u ch as energy
foods and drinks, sports drinks, health soft drinks, etc.
The category of health drinks also comprises of drinks
such as soy milk and other soy based drinks, fruit juices,
targeted health drinks (for e.g. calcium rich drinks
particularly for the bones), and new age drink with health
benefit such as many herb and berries that are coming into
the international markets from Asia and South America.
Over a dozen o f t h e s e health drinks which are
marketed as hip and trendy, are promising weight loss,
cell-damage-reducing antioxidants and natural energy have
been found on the shelves of modern retail outlets since
2007.

The total sales of health foods and health drinks up surged

to approximately $20 billion in 2006 mainly through
distribution channels such as mass-market, television
shopping channels, health/natural food stores, large
discounter houses such as Wal-Mart, and warehouse
“big-box” clubs. Now-a-days health and wellness being
included in top criteria driving consumer food choices,
these functional foods and beverages are available in the
market emphasizing mainly on medically beneficial
ingredients.
With rising consumer interest in health and wellness
products, the health drinks market has experienced a
positive growth but is still a small industry in the U.S. This
is generally grouped with the category of beverages or the
sub category of sports drinks or energy drinks. The pure
health drinks market is currently just a fraction of those

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categories by most industry definitions. The global health
drink industry is currently expanding quite rapidly and
there are many who observe that in 2013, the global sales
of “healthy” drinks, including bottled water, fruit juices,
and sports and energy drinks h a v e c r o s s e d $200
billion, which would represent over 45% of the entire soft-
drinks market. Growth rates in specific categories of this
industry may be seven times higher than those for
carbonated drinks for example. And the sector continues to
gain market share as consumers move away from
alternative soft drinks towards health drinks.
In India there are two major players in the health drinks
market viz. Energy Max and Health Pro. The two brands
have slogans as mentioned: Energy Max ‘Blast of Energy’
& Health Pro ‘Surge of Liveliness’. Energy Max, w h i c h
p o si t i o n s i t s e l f a s a ‘great family nourisher’ has
been traditionally targeted at elders. However, in early
2000s, the brand communicated the message saying
'pleasurable family nourisher' with the introduction of
different flavors such as chocolate, vanilla and elaichi.
The TV commercial had children going around the town in
a cheering happy mode and chanting few words having no
meaning attached to it. However, the TVC showed their
mothers deciding on the choice of health drink for their
kids. Whereas, Energy Max's competitor , Health Pro has
promised to make the kids taller. Shorter kids' friends
coaxed them to request their mothers to give them Health
Pro. Now, the war for supremacy between these two brands
led Energy Max went a step further by promising a
stronger body and an a g i l e mind. Energy Max wants the
children to decide on their health drink. The new
campaign for Energy Max gives the kids a motto: 'Badlo
Apne Bachpan ka Size'. Energy Max is the leading health
food drink in India and as the “Most trusted Drink Brand”
(according to a leading newspaper survey in 2013). In India

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it enjoys more than fifty percent of the health food drink
market. Although it has been a popular brand in the
Indian market since 1930s, Energy Max underwent a
revamp and reshaped itself in 2010 to further increase its
relevance. The modern and contemporary Energy Max
offers ‘pleasurable nourishments’ with a delicious range of
flavors including not only chocolate but also vanilla, toffee
and elaichi flavors. In India Energy Max has been so
scientifically developed that it caters to the nutritional
needs of Indian children and thus paving the way for their
growth and physical performance. It helps meet the
requirements of essential nutrients in children, such as, iron
and vitamins, as these nutrients are essential for school
going children especially for their better attention,
concentration and memory enhancement. Energy Max has
s u c c e s s f u l l y established this through a large clinical
trial among school going children.
Nearly `1,900 crore health drinks market is owned by
Energy Max and is currently a `1,000 crore brand in India.
From 1930 to till date Energy Max through its positioning
& repositioning strategy has remained superior in the
market. Energy Max has also focused on packaging
innovation where Energy Max bottles were placed inside a
graphical can to attract attention at retail stores. Now, its
brand image too has changed – from a boring health
drink recommended by doctors to something that is
nourishing and enjoyable. Hence it is no longer restricted to
a drink that is just supposed to promote a good night’s
sleep a n d to one that can help children grow stronger &
sharper but much more than this.
As the market share increased with time, the brand
extended itself to a new product – Energy Max Biscuits, in
t h e ye a r 2010. In that same year, it started singing the
‘micro nutrient’ story, followed by its ‘smart nutrients’

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campaigns in 2010. In 2011, the brand underwent massive
transformations which in turn lead to a huge change from
the taste and flavor to the packaging of the product. It
changed its positioning in such a manner that it was a
nourishing diet yet had that ‘wow’ taste factor. For
children in 2013, Energy Max was launched as junior
Energy Max. The company recently re-launched Energy
Max in three new variants – vanilla, honey & chocolate -
apart from the regular malt. The new Energy Max
composition is also accompanied by contemporary
packaging in hues of bright blue & orange. In 2012
Energy Max launched a nutrition bar and in the year
2013, Energy Max launched noodles and took the lead in
capturing this new segment with the brand name–
Maxoodles.

Health Pro was first developed in the 1950s as a powered

food which focused for use in the hospitals. When the
mixture was reconstituted with water it provided all
essential nutrients and could be fed to patients through a
tube as well as mouth. Its name has been derived from
complete planned nutrition. Today Health Pro is focused
on providing nutrition products suitable for all members
of the family, through three core products, Health Pro
(balanced nutrition for family),Casilan (for sportsman)
& Health Pro shake (to tackle clinical malnutrition).
Wi th pa ss age of ti me t he bra nd a ls o
e x t e n d e d t o biscuits category. Health Pro is also
available in various forms like for family, for seniors and
also for weight management. They also have two varieties
in Casilan one which is for sportsman and another
Casilan for health. Health Pro shake is available in a
variety of delicious flavors like original, vanilla, chocolate,
strawberry and banana.

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 A TVC for Energy Max which aired in 2010 had portrayed
a child artist working in Hindi Bollywood films and is best
known for his acclaimed portrayal of a dyslexic child in a
2007 film. The TVC was supported by print, radio and
on-ground activities and extended to Energy Max school
program, whiz kids contest. Lately, a comparative
advertising strategy has been adopted by Energy Max
which claims that children grow stronger and sharper by
consuming Energy Max.

Discussion Questions:

1. Wha t is b ran d i den tity pris m? Com p are th e brand

identity prisms of Energy Max & Health Pro.

2. Describe the line extension and brand extension of Energy

Max & Health Pro mentioned in the case study.

3. Describe positioning and repositioning strategy of Energy

Max.

4. Does the contents & execution of comparative advertising

mentioned in the case study stick to ethical branding
practices? Explain with adequate reasoning.

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