Instructions

1. Take 2 minutes to read the case.

2. Once the 2 minutes are over, move to the assigned Break-out Room with your team
3. In the break-out room, you will have exactly 5 minutes with your team to discuss & arrive at the response to the
questions mentioned at the end of the case.
4. During your discussion, ensure that the ideas from all team members are taken into consideration before you
finalize your response as a team.
5. Once the 5 minutes are over, all of you are required to reconvene in the main meeting room where one/more
members of your team will be required to present the response to the panel
6. DO NOT share the case study with anyone outside this meeting room

All names used in this document are entirely fictitious. Any likeness or perceived connection to any real name, whether past
or existing, is entirely coincidental.

You are part of the team constituted to chart out the next 3 – year plan for Brand Choco Vita to help regain
its leadership position in the health drinks category. Please find below the relevant fact base to guide your
planning.

Brand Choco Vita used to be the market leader in the health beverages category until 6 years back. Since 2013,
Brand Healthy Vita has powered itself to become the market leader.

Market shares:

All India All India Remarks

Market Numeric
share Distribution %
Choco Vita 30% 55% • Market leader in North & West
• Second player in South & East
Healthy Vita 35% 70% • Market leader in South & East
• Second player in North & West
Power Vita 15% 40% • Third player in North, West & South
Others (Fragmented 20% 40%
regional players)

Portfolio:

Choco Vita – plays with 2 variants and in the Kids segment; The variants are available at 30 Rs/100 Rs/200 Rs
price points

Healthy Vita – plays with 4 variants across Kids, Toddlers & Women segment catering to segment specific
health needs. The products are available in the following price points.

Healthy Vita kids – 2 variants 10 Rs (2013 launch)

30 Rs
100 Rs
200Rs
Healthy Vita Toddlers– Launched 2015 150 Rs/250 Rs
Healthy Vita Women – Launched 2018 140 Rs/240Rs

Investments:
Choco Vita believes in strong TV investments, but shies away from sporting event sponsorships & using
celebrities.

Healthy Vita’s TV investments are at the same level as Choco Vita. But owing to higher profitability, they have
been able to afford celebrity endorsers for the portfolio. They also invest strongly behind retail distribution
agendas through BTL incentives which seem to have paid off.

Discuss:

1. What agendas should Brand Choco Vita prioritise in the first 12 months?

2. What brief will you give to the New product development team to enable your long-term growths?
What branding guardrails would you suggest at the time of development?

[Please note any new segment product development will take atleast 18 months from now]