HEALTH DRINKS

BY: DHANVANTRI SHARMA

ØINTRODUCTION
ØINDUSTRY IN INDIA
ØMAJOR PLAYERS
ØDEMAND MANAGEMENT
ØCONSUMER BEHAVIOUR
ØPHILOSOPHY OF MARKETING
ØCOMPETITION
ØMARKETING STRATEGY
ØSEGMENTATION
ØTARGRTING
ØPOSITIONING
 HEALTH DRINKS : INTRODUCTION

The drinks containing natural minerals, vitamins

like A and C., most of which are plant based
and having rich diet components comes in
HEALTH DRINKS category.
With people turning more health conscious, the
non-carbonated beverage segment has become one
of the fastest growing and most exciting
businesses at the moment
The liquids which are healthy for consumption
such as fruit juices, dairy products (milk with
honey, buttermilk) fruit juices etc comes in
this category.
 HEALTH DRINKS INDUSTRY IN INDIA

Juices account for 30%, nector 10%and stored

fruit drinks constitute 60% of the market.
The total fruit juices and health drinks market
has grown strongly over the past 5 years, in
terms of both value and volume.
In 2006, the total market was worth an estimated
£2.77bn at retail selling prices (rsp), having
grown by 30.7% since 2002.
Health drinks and fruit drinks accounted for
40.6% of the total soft drinks market in terms
of volume sales.
 MAJOR PLAYERS
 LIQUID CATEGORY :
Parle-Frooti
Godrej-Jumpin
Coca Cola-Maaza
Pepsi-Tropicana
Dabur-Real
ProSoya -Soya milk
Surya Foods-Fruit juices
 POWDER CATEGORY :
Cadbury- Bournvita
GSKCH (GlaxoSmithKline Consumer Healthcare)
-Horlicks, Boost, Viva
Nestle- Milo
Heniz- Complan
GCMMF- Amul Shakti

 DEMAND MANAGEMENT
In aspect of demand ,companies follows-
 TIMING OF DEMAND
 Demand for health drinks remains even or
steady and does not varies significantly.


 So, there is REGULAR DEMAND of health drinks in

all the seasons.
 PHILOSOPHY OF MARKETING
 MARKETING CONCEPT :


Market Focus- Children, Youngsters, Women(mothers).



Consumer Orientation- Energy drink having

nutritional values and which is health enhancing.


Coordinating marketing- Recognizing the needs and

fulfilling them. As Health drink industry is
producing drinks with nutritional elements and
with demanded flavours.
 CO NSUMER BEHAVIOUR
BUYING BEHAVIOUR:


Ø
ØBuying decisions for health drinks are


influenced
 by
SOCIO - CULTURAL FACTORS

ØCULTURE- beliefs and traditions

(consumption of juices for good health)

ØGROUPS and FAMILY influences to buy the

product.


 STIMULI-


 Internal stimuli - Health conscious customer

feels need for health enhancing drink for him
and his family which makes him buy the product.


 External stimuli - By market offer and

environment such as advertisements, sales
promotion and publicity

 BUYER CHARACTERSTICS :
Age and life cycle stage.
(children,youngsters ,mothers)
Life style (interests)
Psychological factors(Health consciousness)

 BUYING PROCESS :
 Need recognition Evaluation of
alternatives


 Post purchase behavior Purchase

decision
 COMPETITION
 FORM COMPETITION :


Competition with different product offering similar

benefits-

Ø Fresh juices
ØChyavanprash
Ø Energy drinks
Ø Dairy products(milk , curd etc.)



 BRAND COMPETITION


Competition with other brands of the same

product category-
Powder category: Horlicks, Bournvita, Milo,
Boost,Complan etc.
Liquid category: Real, Tropicana, Jumpin, Frooti
etc.

Competitive Positions:
In present market , product positions in powder
category is -

Ø MARKET LEADER
 GSK-HORLICKS(WITH 69% HOLD OVER THE MARKET)
Ø MARKET CHALLENGER
 CADBURY-BOURNVITA
Ø MARKET FOLLOWER
 BOOST



 Product positions in liquid category is -

Ø MARKET LEADER
 Dabur- Real
Ø MARKET CHALLENGER
 Godrej foods-Jumpin
Ø MARKET FOLLOWER
 Pepsico-Tropicana

 MARKETING STRATEGY
 GROWTH STRATEGIES :
 Market penetration- Encouraging consumers of
carbonated soft drinks towards health
drinks.
 Product development-
Introducing new flavours.
Adding more nutritional components.
Purely herbal.
Low calorie.


OFFENSIVE STRATEGIES :
 Flank
 Companies are conquering target offer to
uncover market needs and areas.(eg. Nutritional
value, herbs, low calories, class specific such
as Horlicks for women)
 Encirclement
 Every company is matching every offer of
competitor and offering more.
 SEGMENTATION
 DEGREE OF SEGMENTATION


 Health drink industry follows SEGMENT

MARKETING in which target is


§ CHILDRENS


§ MOTHERS
§
§ YOUNGSTERS

 SEGMENTATION

 BASIS OF SEGMENTATION


§ GEOGRAPHIC SEGMENTATION :Eg: Horlicks is in

very good demand in southern India as a white
Drink while Bournvita has good market in
northern part of the country.
§
§ DEMOGRAPHIC SEGMENTATION :AS PER TO AGE:
Childrens, Youngsters and Mothers.



Product segmentation
 POWDER CATEGORY
Brown drinks Segment :BOURNVITA, BOOST,
MALTOVA,COMPLAN
White Drink Segment : HORLICKS, COMPLAN, MILO


 LIQUID CATEGORY
Ø Fruit juices
Ø Flavored dairy products
 TARGETING
Selecting the market segments : Horlicks
initially targeted only on children and now
the products for women and youngsters are also
introduced.
Concentrated strategy : process in which the
company focuses its resources on a few market
segments.
 e.g. health products for only children.
Now a days companies are focusing on
differentiated strategy i.e. they are also
focusing on working women and old age people.

 POSITIONING
 PLACING the PRODUCT in the minds of the
CUSTOMER
§ HORLICKS-“Great Family Nourisher” to a
“Pleasurable Family Nourisher”
§ BOOST-Sporty and Energetic (BOOST IS A SECRET OF
MY ENERGY)
§ BOURNVITA:(CONFEDENCE KUCH KAR DEKHANE KA)
§ COMPLAIN : (IAM A COMPLAIN GIRL IAM A COMPLAIN BOY)

 PROMOTION
Sales Promotion: Free jar, bat, racket, game or
gadget etc.

Advertising: TELEVISION , MAGAZINES, NEWSPAPERS
etc.


Publicity: By brand ambassadors eg. KAPIL

DEV , SACHIN TENDULKAR doing ads for BOOST.

 PACKAGING
Small Packaging :Offering lesser quantity
of products at affordable price of Rs. 5/-
to Rs. 20/-
Attractive Packaging :Contemporary look and
feel.
Refill pack : Bottles which can be taken in
use again for the same purpose.
Shrink - wrap bottles :Easy to use.
