THE IMPACT OF BRANDING AND MARKETING IN THE

INTRODUCTION OF A NEW INDIAN PRODUCT IN THE UK

CASE OF HEALTH DRINKS
 Table of Contents
RESEARCH RATIONALE & BACKGROUND..................................................................3

RESEARCH PROBLEM AND/OR QUESTION/S..............................................................3

RESEARCH AIM..................................................................................................................3

RESEARCH OBJECTIVES..................................................................................................4

LITERATURE REVIEW...........................................................................................................4

ETHICAL CONSIDERATIONS...........................................................................................5

LIMITATIONS......................................................................................................................5

Reference List............................................................................................................................7

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RESEARCH RATIONALE & BACKGROUND
Energy and health beverages have been established as one of the most lucrative and rapidly
expanding areas of the UK soft drinks business. Unlike carbonated beverages, which are
diminishing in popularity, revenues from energy and health drinks have been increasing for
some time. This is due to a hectic lifestyle and growing health issues. The energy and health
drinks industry is by far the most prospective section of the beverage industry business in the
UK, owing to evolving market behaviour and other considerations (Bandy et al. 2021). That
is why I chose to research the scopes and impacts of branding and marketing of an Indian
Health Drink in the UK market.

RESEARCH PROBLEM AND/OR QUESTION/S

Following several difficult years in which the UK food and beverage sector showed its
strength in the face of larger global concerns, firms are turning to the future, determining how
they might prosper in 2022 and beyond.
Food and beverage companies face major difficulties daily, ranging from labour and talent
shortages to food standards and digitalization, which can limit chances for development
(Chowdhury et al. 2019).
We can't mess with people's emotions. Once a brand has established a connection with
consumers, it must be handled with extreme caution: one incorrect move and people will not
accept it. This is the true reason for certain businesses' setbacks: there are occasions when
something destroys the tie between both the company and the client. In most situations, when
a brand is threatened or completely fails, it is owing to the company's skewed brand, the
competitors, or the market.

RESEARCH AIM
This research is being done in order to find out a few key aspects, they are as follows.
● To know the size and breadth of the energy and health drink market in the United
Kingdom?
● To know what market trends are now in effect?
● To know what are the market's growth prospects and challenges?
● To know what are the market's possibilities and challenges?

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 ● Know who are the market's primary players?
● To know the impact of branding and marketing in the introduction of a new Indian
product like “Glucon-D” in the UK Case of health drinks.

RESEARCH OBJECTIVES
The paper examines the energy and health drinks markets in the United Kingdom in depth.
The report's segment-specific market dynamics and assessment will assist the client in
identifying promising segments in the entire energy and health beverages industry, and the
historical, current, and future perspectives on various departments will aid in understanding
the demand and sales scenario.

LITERATURE REVIEW
Following a series of challenging decades wherein the "UK food and beverage" industry
demonstrated its resilience in the face of wider global challenges, businesses are looking
ahead, considering how they can succeed in 2022 and beyond (Clapp et al. 2019).
Food and beverage firms confront significant challenges and obstacles, extending from labour
and skill shortages to food regulations and digitization, which might limit growth
opportunities. Unfortunately, the UK doesn't generate enough raw materials to supply food
businesses; as a result, while they export a healthy £22 billion in processed foods and
beverages, we import around double that amount, notably in fruits and vegetables.
The drink is the only industry in which we enjoy a trade surplus with the rest of the world,
mainly due to the rising trade in Scotch whiskey. And, as a Grant Thornton analysis for the
Food and Drink Federation revealed, there is a tremendous opportunity for advancement in
the trade picture (Ghosh et al. 2019).
"Food and beverage exports are a UK success story and a reflection of how well UK products
are regarded abroad, yet just one in every five food and beverage enterprises presently
export." The UK accounts for 2.2 per cent of the worldwide food and beverage export sector,
trailing overseas competitors such as France (4.7 per cent) and Germany (5.6 per cent).
"At the moment, more than half of the UK's exports go to EU states, and the EEA remains the
UK's most significant export target, but many of those questioned are already looking for
other markets (Gupta et al. 2019)."

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The growing trend of eating natural and healthy foods has given rise to dynamic and fast-
paced market segments. The increasing acceptance and ingestion of health and lifestyle
foodstuffs such as health supplements and multifunctional drinks are positively driving the
market growth. Furthermore, rising awareness among undergraduates about the potential
advantages of recollection tending functional drinks is likely to support the market's steady
rise (Riediger et al. 2021).

ETHICAL CONSIDERATIONS
Glucon D is a common alternative among athletes and individuals. It is considered a
significant health drink for individuals of all ages. This drink's major ingredient (99.4
percent) is glucose, which is incredibly nutritious and delivers rapid energy to cells since it is
easily absorbed. It contains enough carbs to meet the body's needs, and it also swiftly cools
the body's temperature. This beverage is also used to treat dehydration. It is only due of the
aggressive marketing approach that it is now a leading company in the health drink area. It is
also regarded as a highly powerful brand.
Some health drink products include chemicals or compounds which are not officially
permitted in the United Kingdom. For example, selling the most basic nootropic components
like L-theanine and coffee in the UK is difficult since the European Food Safety Authority
(EFSA) could not uncover any reliable research proving the nootropic advantages of these
items (Mathur et al. 2020). As a result, confirming nootropics and their advantages is a
problem for even the most renowned market companies, which might limit market expansion.
Though in the case of "Glucon-D" it is quite safe as the base element is glucose, they need to
be careful about the added flavours they use in their flavoured variants like "Orange", and
"Lemon". When it concerns about regaining quick energy after a long day, Glucon D is a
reputable brand. With so many wonderful flavour possibilities, this drink is also a very simple
and safe way to boost energy.
This brand's commercials are largely centred on children and the summer since kids are
always on the go and want to get out there play at any time of day, even when the
temperatures are climbing. This brand's message is straightforward and conventional.

LIMITATIONS
Customers no longer purchase or spend exclusively offline or online, but rather use a hybrid
approach, employing whatever channel best meets their needs. Because of the different
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discounts or freebies given by supermarkets/hypermarkets, the category is expected to remain
a prominent distributor of the product. The greater consumer dependence on such businesses
for purchasing a variety of food goods, nutritious meals and drinks, or energy drinks due to
the convenient availability of diverse flavours and companies below a single roof is expected
to enhance foot traffic on the floor (Prakash et al. 2018). Because the industry is highly
competitive, raw material supply sources are restricted. The efficiency of your firm is
dependent on your relationships with your suppliers. Only if they deliver you with raw
materials on time will you be able to execute the orders on time.

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Reference List
Bandy, L.K., Hollowell, S., Harrington, R., Scarborough, P., Jebb, S. and Rayner, M., 2021.
Assessing the healthiness of UK food companies’ product portfolios using food sales and
nutrient composition data. PloS one, 16(8), p.e0254833.
Available at: https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0254833
Chowdhury, C.R., Shahnawaz, K., Kumari P, D., Chowdhury, A., Gootveld, M. and Lynch,
E., 2019. Highly acidic pH values of carbonated sweet drinks, fruit juices, mineral waters and
unregulated fluoride levels in oral care products and drinks in India: a public health
concern. Perspectives in Public Health, 139(4), pp.186-194.
Available at: https://journals.sagepub.com/doi/abs/10.1177/1757913918787218
Clapp, O., Morgan, M.Z. and Fairchild, R.M., 2019. The top five selling UK energy drinks:
implications for dental and general health. British Dental Journal, 226(7), pp.493-497.
Available at: https://www.nature.com/articles/s41415-019-0114-0
Ghosh, S., Raghunath, M., Das, B.C. and Sinha, J.K., 2019. High sugar content in baby food:
an Indian perspective. The Lancet Diabetes & Endocrinology, 7(10), pp.748-749.
Available at: https://www.thelancet.com/journals/landia/article/PIIS2213-8587(19)30291-8/
fulltext
Gupta, P., Shah, D., Kumar, P., Bedi, N., Mittal, H.G., Mishra, K., Khalil, S., Elizabeth, K.E.,
Dalal, R., Harish, R. and Kinjawadekar, U., 2019. Indian Academy of pediatrics guidelines
on the fast and junk foods, sugar sweetened beverages, fruit juices, and energy drinks. Indian
pediatrics, 56(10), pp.849-863.
Available at: https://www.thelancet.com/journals/landia/article/PIIS2213-8587(19)30291-8/
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Mathur, M.R., Nagrath, D., Malhotra, J. and Mishra, V.K., 2020. Determinants of sugar-
sweetened beverage consumption among indian adults: Findings from the National Family
Health Survey-4. Indian Journal of Community Medicine: Official Publication of Indian
Association of Preventive & Social Medicine, 45(1), p.60.
Available at: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6985958/
Prakash, G., 2018. Review of the food processing supply chain literature: a UK, India
bilateral context. Journal of Advances in Management Research.
Available at: https://www.emerald.com/insight/content/doi/10.1108/JAMR-12-2017-0116/
full/html

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Riediger, N., Dhalla, A., Cooper, M., Bombak, A. and Sreeramaiah, H., 2021. A qualitative
analysis of the perceived socio-cultural contexts and health concerns of sugar-sweetened
beverages among adults studying or working at a post-secondary institution in Dharwad,
India. BMC public health, 21(1), pp.1-10.
Available at: https://bmcpublichealth.biomedcentral.com/articles/10.1186/s12889-021-
11033-y