malted beverages

8/7/2019 Malted Beverages

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Malted Beverages

By: Chirag Harde


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Malted Beverages

` Malted beverages are very popular health drinks in india.

` Market Size

` Colour : White and Brown` White cover 65% of market

` 82000 tone per annum

` Rs. 1300 Crores market

` Growth Rate : 12 -14 %


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Penetration And Growth

` Penetration is 6.1% in 2005.

` More variety of tastes , and flavours and awareness

building effort to increase acceptability.


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Consumer Behavior

` Health drinks specially in brown colour form haveprimarily been used in upper and middle class families

` In contrast, white beverages are consumed more for their

therapeutic values.

` Energy drinks generally perceived as a luxury

` No brand loyalty and children want always some thing

new.

` Promotion target to children with free gifts like Crystal

jars, pet jars and sippers also


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The Competition

` Major Players:` GlaxoSmithKline - 70% Market

` Horlicks, Boost , Viva and Maltova

` Cadbury - 12%

` Bournvita

` Nestle - 12%

` Milo

` Heinz - 3%

`

Complan


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Leading Brands

59%

8%

2%

1%

3%

13%

12%

2%

Market Size Rs. 1300Crores

Horlicks

ComplanViva

Maltova

Milo

Bournvita

BoostOthers


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Brand Positioning and Strategy


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` Complan` A health drink marketed by Heinz in India

` Brand Positioning

` Complete planned food drink enriched with 23 vital nutrients

in right quantity and proportion essential for healthy growth.

` Childrens growth

` Its claimed 100% milk protein.

` Complan for whom?

` Growing Children

` Packaging

` Complan Boy

` Competitive positioning

` Targeted for children and its sponsoring cricket, tennis and

squash.


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`Boost` Developed in india in 1974 and launched in Kerala in 1975-76

` Re launched in 2002 with power boosters.` Brand Positioning

` Boost for what?` For fitness and health.

` Boost for whom?`

8-14 year age.` Boost for when?

` Whenever energy is needed, before and physical activity.

` BoostAgainst whom?` Milk

` Packaging` Brown color and Jar reflect vibrancy, enthusiasm and vigor.

` Brand Strategy` Limited to malted health drink to healthy and fitness drink.


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` Milo` Low fat chocolate malt energy drink packed with essential 13

vitamins and rich in flavours.

` Packaging

` Cylindrical straight jar in green color

` Brand positioning

` Milo for what?

` Nutritious Nestle Milo with its unique delicious taste, gives

confidence, energy, and spirit to succeed in an active life.

` Milo for whom?

`

For all family member` Brand Strategy

` Milo has always been targeted at the young generation.


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` Bournvita` Cadbury Bournvita a malted chocolate nutritional drink made with wholesome

ingredients which is good for both physical and mental health

` Packaging` A tall cylindrical straight jar that symbolizes athleticism and fitness containing a

brown colored powdery substance that can help in attaining it

` Brand Positioning` Bournvita for what?

` Nutrition and health.` Bournvita for whom?

` 8-14 year age boys

` Bournvita for when?

` Every day to ensure you are energetic throughout the day.

` Brand Strategy` Cadbury have had some very successful strategic associations, which have added

to the brand quality

` Bournvita quiz contest.

` Bournvita interschool chess tournament


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` Horlicks` Horlicks is a nourishing malted food drink, which combines the

wholesome goodness of malted barley, wheat and dairy ingredients.` Packaging

Cylindrical Jar

` Brand Positioning

` Horlicks for what?

` For a good nights sleep to stay fresh all day long.

` Horlicks for whom?

` Traditionally,Horlicks has been targeted at the older user

` Horlicks for when?

` As part of an evening routine, having a hot milky drink such as Horlicks

ensures a good nights rest.

` Brand Strategy

` Horlicks has come up with a new brand called junior Horlicks.

` Re-launched repacked product contains a Combination of nutrientsthat act as Resistance Builders


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Future Trends

` Product` Ready to drink health drinks

` Fruit based health drinks

` Price

` Affordable to the lower middle stratum of the society

` Places

` Every general store

` Promotion

` Different and depend on the respective brand

malted beverages

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