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Malted Beverages


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yMalt beverage is an American term for both alcoholcontaining and non-alcoholic fermented beverages, inwhich the primary ingredient is the grain, or seed of

the barley plant, which has been allowed to sprout ina traditional way called ("malting") slightly before itis processed.

y By far, the most predominant malt beverageis beer (naturally fermented barley sugars flavouredwith hops), of which there are two mainstyles: ale and lager.

yA very low alcohol level beverage brewed in thisfashion is technically identical to "non-alcoholic

beer."


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y Such a beverage may be prepared by using a slightlyaltered brewing process which yields very littlealcohol (technically less than 0.5% by volume). Theseare called Low-alcohol beers or "near beers".

y The term "malt beverage" may be used by tradeassociations of groups of beer wholesalers (e.g. Tennessee

Malt Beverage Association) for the sake of a professionalimage by using brewing craft related terms, for political

or legal reasons, or to avoid potential negativeconnotations that may be associated with beer in aregion.


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yAdditionally, the term malt beverage is applied tomany other f lavoured drinks prepared from malted

grains to which natural or artificial flavours (andsometimes colours) have been added to make themtaste and appear similar to wines, fruits, colas,natural ciders, or other beverages.

y This subcategory has been called "malternative," asin Smirnoff Ice (US& French version), or "maltini,"as in 3SUM, which also has energy componentslike caffeine.

yMarketing of such products in the UnitedStates has increased rapidly in recent years.


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y Structure of Presentation :

1. Major players

2. Market size

3. Current situation4. Distribution

5. Consumer behaviour

6. Brand positioning: Complan, Boost, Bournvita, Milo and Horlicks

7. Future trends


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yMajor Players :

Major Players Companies:GlaxoSmithKline, Cadbury, Nestle

HeinzBrands:

Horlicks, Boost, Viva and Maltova,Bournvita, Milo, Complan.


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yCurrent Situation :The current situation is growing at therate of 12-14% per annum.

Penetration of malted food in India is at alow 6.1 %

Growth of the middle class has driven up

the demand in the food industry in generaland health beverages in particular.


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Consumer Behavior and Trends

Considered by most to be a luxury due tothe relatively high prices.

Costumers are not brand loyal.

White Beverages are considered to betherapeutic to the consumers health.

Brown Beverages are more focused onattracting consumers with their enticingflavors.


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Brand Positioning: Complan

What?Provides extranutrition and

supplements toconsumers

Whom?

Focused on children and

teenagers that are activefor extended periods oftime

When?To be consumed beforeand after school

Tagline: Im a Complan Boy/Girl!


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Brand Positioning: Boost

What?For fitness and

health

Whom?

Focused more on sporty

youth with SachinTendulkar and VirenderSehwag as endorsers

When?Whenever extra

energy isrequired

Packaging:The tall and cylindrical shape of the jar symbolizes athleticism and fitness.

Tagline: Boost is the secret of my energy.


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Brand Positioning: Bournvita

What?For nutrition and

health

Whom?For a growing kid who ishealthy, intelligent, energeticand glowing

When?Everyday to ensure

you are energetic

throughout the day

Packaging: The tall, cylindrical and curvy shape of the jar with the edgy lid

symbolizes energy and vigor.


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Brand Positioning: Milo

What?Nutritious Milo, with its unique

delicious taste, gives the confidence,energy and spirit to succeed in an

active life.

Whom?For all family members -especially for growing childrenand active people.

When?Anytime

Packaging: The tall, cylindrical and curvy shape of the jar with the edgy lid

symbolizes energy and vigor.


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Brand Positioning: Horlicks

What?The name Horlicks is synonymouswith health.

Whom? For broader age range

When?As part of an evening routine, having ahot, milky drink such as Horlicks

ensures a good nights rest

Packaging: The colour combination and the signage of the jar reflect peace

and health both mental and physical.

Tagline: Nourishment for Internal resistance.


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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.


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THANK YOU

PRESENTED BY:

Yajyu S.

Nikhil B.

Simranjeet S.Sayli S.

&

Sudhir S.

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