malted beverage

1

Malted Beverages

2

Structure of Presentation Major players Market size Current situation Distribution Consumer behaviour Brand positioning

• Complan• Boost• Bournvita• Milo• Horlicks

Future trends

3

Major Players

Companies GlaxoSmithKline Cadbury Nestle Heinz

Brands Horlicks, Boost,

Viva and Maltova Bournvita Milo Complan

4

Market Size of Various Brands

Market Share of Various Brands

59

13

11.6 2.2

1.48.31.23.3

Horlicks Complan Viva MaltovaMilo Bournvita Boost Others

Total Market size: Rs 1300 cr

5

Current Situation

Growing at the rate of 12-14% per annum

Penetration of malted food in India is a low 6.1 %

Traditionally malted beverages have had a strong association with milk

Growth of middle class has driven the uptrend in food industry in general and health beverages in particular

6

Distribution

Factory Packaging centre / Depot

Distributor / Semi-wholesaler

Retailer

7

Consumer Behaviour and Trends

Perceived as a luxury

White beverages : therapeutic offerings

Brown beverages : taste additives

Brand loyalties are not very strong

Promotion campaigns such as freebies and contests

8

Brand Positioning : Complan Complan for what?

• Enriched with 23 vital nutrients in right quantity and proportion essential for healthy growth

Complan for whom? • A brand for growing children

Complan for when? • Higher nutrition needs

Packaging • Complan Boy/Complan Girl

9

Brand Positioning : Complan

“Complete planned food”

10

Boost for what? • For fitness and health

Boost for whom? • For the young and the sporty Kapil Dev, Sachin

Tendulkar and Virender Sehwag Boost for when?

• Whenever and wherever energy is needed Packaging

• Tall cylindrical straight jar that symbolizes athleticism and fitness

Brand Positioning : Boost

11

“Boost is the secret of my

energy”

Brand Positioning : Boost

12

Bournvita for what?• For nutrition and health

Bournvita for whom?• For a growing kid who is healthy, intelligent, energetic

and glowing Bournvita for when?

• Everyday to ensure you are energetic throughout the day

Packaging • A tall cylindrical straight jar that reflect energy,

enthusiasm and vigour

Brand Positioning : Bournvita

13

Brand Positioning : Bournvita

“Poshan bhi swaad bhi”

14

Milo for what?Nutritious Milo, with its unique delicious taste, gives the confidence, energy and spirit to succeed in an active life

Milo for whom?For all family members - especially for growing children and active people

Milo for when?Anytime

PackagingA cylindrical straight jar in green colour that symbolizes taste and energy

Brand Positioning : Milo

“Energy Food Drink”

15

Horlicks for what?

The name Horlicks is synonymous with health

Horlicks for whom?

For a broader age range

Horlicks for when?

As part of an evening routine, having a hot, milky drink – such as Horlicks – ensures a good night’s rest

Packaging

The colour combination and the signage of the jar reflect peace and health – both mental and physical

Brand Positioning : Horlicks

“Nourishment for Internal resistance”

16

Future Trends

Product: Ready to drink health drink; Fruit-based health drinks

Price: Affordable to the lower middle stratum

Place: Supply-chain capabilities

Promotion:

• Fruit-based drinks - health

• Ready to drink - convenience