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VIVA COLLEGE OF ARTS, COMMERCE &

SCIENCE VIRAR (W)

SUBJECT:

PUBLIC RELATION MANAGEMENT

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SR.NO CONTENTS PG.NO
FMCG INDUSTRY 1

1. CADBURY BOURNVITA
1.1 Introduction 2
1.2 Internal public 3
1.3 External public 6
1.4 Public Relation by Advertisement 8
1.5 Public Relation by Promotion 9
1.6 Article’s 10
1.7 Conclusion 14

2 GSK HORLICKS
2.1 Introduction 15
2.2 Internal Public 16
2.3 External Public 18
2.4 Public Relation By Advertising & Promotion 19
2.5 Article’s 20
2.6 Conclusion 24

3 HEINZ COMPLAN
3.1 Introduction 25
3.2 Internal Public 26
3.3 External Public 27
3.4 Public Relation By Advertising & Promotion 28
3.5 Article’s 29
3.6 Conclusion 34
4 NESTLE MILO
4.1 Introduction 35
4.2 Internal Public 36
4.3 3 Public
External 38
4.4 Public Relation By Promotion 39
4.5 Article’s 40
4
 INDIAN FMCG SECTOR

The India FMCG sector id the 4th largest in the economy & has a market size of
US $ 13.1 billion well established distribution networks, as well as intense
cxompetition between the organized & unorganized segments are the
characteristics of these sector. FMCG in India has a strong & competitive
Multinational Corporation presence across the entire value chain. It has been
predicted thet the FMCG market will reach to US $ 33.4 billiion in 2015 from
US $ 11.6 billion in 2003. The middle class & the rural segments of the Indian
population are the most promising market for FMCG, give brand makers the
opportunity to convert them to the branded products.

HEATH FOOD DRINK MARKET

The milk shortage of the sixties was what first fueled the growth of the sector
with availability of milk being rare & qualities always being suspect, milk
addictives were in high demand. The following decades saw the sector arousing
along at an 8 to 10% growth rate, with milk shortages fuelling growth, lot of
companies jump on to this band wagon. The sector saw a flurry of launches
from Complan, Nutramul, Boost, Maltova, etc.

The eighties were the era of self reliance. Operation flood ensured the
availability of good quality milk & restrain the consumers motivation to buy
addictives from “taste”. The manufacturers quickly jump on to “energy” plank.
A decade later of flurry of re-launches, nutrition’s, freebies galore – Health
Food Drinks are fighting to regain staming as the industry goes through trying
time. Malt Food Health Drink Market is divided in white & Brown Beverages.

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6
 INTRODUCTION

Cadbury was in corporate d in India on July 19, 1948 as a PLC

under the name Cadbury – by India. Cadbury Bournvita was launched during the
same year. The brand has been an enduring symbol of mental & physical health
ever since it was launched in 1948. It is hardly surprising then, that Bournvita
enjoys a major presence in the malt food market. Given its market share of 17%,
Cadbury Bournvita reaches across hundred of cities, towns & villages through
three lakh fifty thousand outlets in India.

It is a universal truth that Mothers attach a lot of emotional

importance to nourishment while bringing up their children. However, Children
always look out for the tastiest option to make their daily dose of milk more
enjoyable. Cadbury now offers two options to capture these appeals: Cadbury
Bournvita, with its popular Chocolate taste, & its latest offering, Cadbury
Bournvita 5 star Magic leveraging the rich chocolate & Caramel flavor of
Cadbury 5 Star.

Cadbury Bournvita advertising has moved with the times to reflect

the changing needs of consumers. In the new millennium, keeping pace with the
evolving mindsets of the new age consumers, Cadbury Bournvita is about
arming consumers with confidence to take on mental & physical challenges that
no body else can, resulting in one of the most successful advertising campaigns
which is based on ‘Real Achievers’ who have grown up on Bournvita.

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 INTERNAL PUBLIC

C.Y.PAL

CHAIRMAN

RAJIV WAHI

VICE-
CHAIRMAN

ANAND
KRIPALU

MANAGING
DIRECTOR

JAIBOY HARSH
PHILIPS MARIWALA

EXECUTIVE NON-
DIRECTOR

RAJESH GARG SURESH

TALWAY
EXECUTIVE
DIRECTOR NON-
EXECUTIVE

ATUL BHATIA AMIT BANATI

EXECUTIVE NON-
DIRECTOR EXECUTIVE

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 SENIOR MANAGEMENT

Mr. Ashish Pisharodi Vice President - Modern Trade

Mr. Rajesh Ramanathan Vice President - People & Talent

Mr. Shivananda Sanadi Vice President - Legal affairs

Dr. Shantanu Samat Vice President - Science & Technology

Mr. Vivek Sarabhai Vice President - Logistic & Customer Operation

Mr. Dharmesh Joshi Vice President - Manufacturing

R.D.’Souza Vice President – Corporate affairs

Monaz Noble Company Secretary

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Malted Food Drink Segment: Malted Food Drink Segment with a market size of
73,500 total per annum has been growing at 8.5% annually over the last three
years. White Beverages account for 68% of these market while brown beverages
form 32% or 1/3rd of the market. CIL Bournvita is the Leader with a 14% market
Share. CIL is using the platform of “Taste” & “Energy” provided by Bournvita
Quiz Contest to Woo Children & to take on the stiff competition provided by the
Boost.

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 EXTERNAL PUBLIC

 SUPPLIERS:

Cadbury works with around 35,000 direct & indirect suppliers,

some of them are:

 Barmalt India pvt ltd, is the largest manufacturer of Malt & Mailt Extract
in India. They manufacture a wide range of quality Malt & Malt Extract
for the brewing, distilling & food industries. They offer a wide range of
liquid & powder Malt Extract. Liquid Malt Extract can be used as a
straight gain Malt replacement or, when added to a conventional Mash, as
a brew extender. Barmalt India is the approved suppliers of Malt Extract
Horlicks, Bournvita, Milo, Boost & Ovaltine.

- Blogspot.com

 Warna group of Co-operatives is the supplier of Cocca powder.

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 CUSTOMERS:

 Bournvita was relaunched with a new formulation, & an all new

packaging & communication in 2001. The communication shifted
from being Mother centric to balancing the mother & child in
terms of importance.

 The consumers insight was the power equation between mother &
child had changed with the child also becoming an important
element in the brand communication – Bournvita started
communicating ‘Great Taste’ which is important to the kid, even as
it equal impetus on the nutritional aspect of the product which is
important to the mother. Since then its national market share shot
up to 17% from 14.5%.

 In the new millennium, keeping pace with the evolving mindsets of

the new age mother & child, Bournvita is also about arming kids
with physical & mental energy that helps make the confident.

 Thus, mothers & children’s will both be important audiences

although for different reasons. Mother prefers to use brands
offering nutrition, while children are swayed by taste in their
preference. Bournvita has structure the perfect combination.

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 PUBLIC RELATION

 BY ADVERTISEMENT:

 In the early years, the positioning centered on ‘Good Up Bringing’ with

Bornvita being an essential building block for children.

 In the 1980-82 years it was ‘Goodness That Grows with You’.

 By 1987, it had become more aggressive ‘Brought Up Right, Bournvita

Bright’.

 In the last decade of the 20th century, competition between children was
becoming intense & Bournvita was their with its ‘Extra Energy To Stay
Ahead’.

 In 1992 – 95 period ‘ Shakti Har Din Ke Champion Ki’ energy for the
every day champion was its pay offline.

 In 2000, ‘Bournvita Poshan, Sahi Poshan’ (Bournvita Nutrition, Right

Nutrition) encourage consumption.

 In the following year ‘Confidence Kuch Kar Dikhane Ka’ became the
reason to buy.

 The company won an ABBY for a press campaing that said- ‘No
Bournvita. No Milk.’
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 BY PROMOTION:

 One of the most enduring relationships that Bournvita has with its
customers in long standing Bournvita Quiz Contest.

 In the 80’s Moscow Olympics Cadbury Bournvita was the official

health drink for the Indian Team.

 A new format ‘The Cadbury Bournvita Confidence Champion’ was

introduced, which is planned to be run alternately with the classic
Cadbury Bournvita Quiz Contest every year.

 Bournvita has also sponsored other kid connect activities such as

Toon Cricket in association with Cartoon Network.

 Bournvita has used packaging with the strong promotional accent.

Its usage of brand colours (yellow & orange) effectively cues
health. It creates an association with the Mother brand through the
predominant use of purple & the dumb – bell shape bottles signifies
strength & energy.

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 ARTICLES

CARTOON NETWORK, BOURNVITA SIGN PROMOTIONAL

LICENSING DEAL

Indiantelevision.com’s Media, Advertising & Marketing watch

16th April 2002.

Toons are all set up to adopt the chocolate milk flavor. Cartoon Network &
Cadbury India have announced a one year promotional license agreement.
Bournvita position itself as a healthy & nutritious drink for kids.

The first promotion is the Toon Mug offer. A 500gm Bournvita pack comes
with a mug featuring some of the best loved Cartoon Networks Characters, Says
an official press release.

Toons Buffs get a choice of over Six toons Mugs including the power puff girls,
Flintstones, Scooby Doo, Johnny Bravo, Dextor & Tom & Jerry. The Bournvita
promotion is being supported by television commercials & in-store advertising.

The cartoon Network off channel Commerce group develops the licensing &
merchandising, publishing,theme park, special events, retail & e-commerce
business for Cartoon Network. These includes all off channels marketing
strategies for the Cartoon Network brand including the Cartoon Network
originals or Cartoons, to popularize & leverage their appeal beyond television.

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BOURNVITA CONFIDENCE FOR ALL INDIA JUNIOR BADMINTON
CHAMPIONS

Cadbury Bournvita Sponsors Krishna Khaitan Memorials

All India Junior Badminton Tournaments

The oldage, ‘Confidence is the first requisite to great undertaking’ can’t hold
more relevance then today – in this age of convergence & competition & this
famous line once again stands the test of time, as Cadbury Bournvita brings
together young champs from all over the country for an exiting All India Junior
Badminton Tournament being held in Chennai from May 26 to 31st 2007.

The tournament is organized by the Express Shuttle Club & recognized by the
Badminton association of India. It features players from various states in India
who will vie for the top slot in their respective categories. The finals of the
Championship will be held on May 31st 4 p.m.

Commenting on the association, Sanjay Purohit , Director, Marketing Cadbury

India, Said, “Cadbury Bournvita is among the most loved & trusted brands in
the country with the extra physical & mental energy that Bournvita provides,
youngster s have the confidence to take on the world & actualize their innate
potential. Our association with this tournament aims to recognize & reward
Champions who through their achievements embody the Bournvita brand
values.”

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THREE INDIAN AGENCIES SCORE AT THE AME AWARDS

New Delhi, Sep 22, 2008

Abhishek Chandra, afaqs!

O & M India, JWT India & solutions digital has emerged Winners at the Asian
Marketing Effectiveness Awards (AMEA) 2008. The media tally for India these
year was eight.

O & M India won three metals- Gold, Silver & Bronze. O & M Mumbai’s
Bournvita (CadburyIndia) Campaign, titled How Bournvita Make Children Be
Differently capable & differently successful, won Gold for best insights &
strategic thinking & Silver in the Most Effective use of advertising category.

In an academically obsessed nation Bournvita chose to inspire childrens to chase

their dreams & nudged parents to re-valuate conventional notions of
achievement. As a campaign, it told children that it was okay to be
unconventional, to chase whatever was important to them.

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 → More Fun, More Exictement On Weekends As “Bournvita
Confidence Academy” 2008 Series Hits your T.V. Screen Every
Sunday at 4 p.m. only on Pogo T.V.

Mumbai August 27, 2008:

After the successful launch of “Bournvita Confidence Academy“last year, the

innovative reality platform is back with an all new exiting 2008 series premering
on Pogo T.V.

“Bournvita Confidence Academy” is a nation wide hunt to unearth talent in

young prodigies aged 12 – 16. The nation wide search, attracted applications
from over one lakh schools students out of which only 6 young prodigies have
been selected to compete with each other in 2008 “Bournvita Confidence
Academy” .

→ GREAT PLACE TO WORK

August 21,08

Wordpress.com

Cadbury India has been ranked as the great place to work & the no.1 FMCG
Company in india in 2008, by the great place to work institute. This is the 4th
time Cadbury has been featured amongst the great place to work in india. It was
ranked 10th in 2003, & was among the top 25th in 2004-05. Cadbury began its
operations in 1948 by importing chocolates & then re-packing them before
distribution in the Indian market.

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 CONCLUSION

It is among the oldest brands in the Malt Based Foods category

with a rich heritage & has also been known to provide the best nutrition to aid
growth & all round development. Through out its history, Cadbury Bournvita
has continuously reinvented itself in terms of product, packaging, promotion &
distribution.

The Cadbury lineage & rich brand heritage has helped the brand
maintain its leadership position & image over the last 50 years.

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20
 INTRODUCTION

GlaxoSmithKline Consumer Healthcare Ltd. (GSKCH) is an Indian associate of

GlaxoSmithKline plc, U.K.

GSKCH is one of the largest players in the Health Food Drinks industry in
India. The Company, with its manufacturing plants located in Nabha,
Rajahmundry and Sonepat, has a total workforce of over 2700 people, each
driven by a spirit of enterprise.

Its flagship product, Horlicks, is a highly respected brand which is over 100
years old in India. Horlicks is the leading Health Food Drink in India and as the
'Most Trusted Drinks Brand' (Economics Times Survey, 2004) in India enjoys
more than half of the Health Food Drink market.

Although it has been a popular brand in the Indian market since the 1930s,
Horlicks underwent a revamp in 2003 to further increase its relevance. The
modern & contemporary Horlicks offers 'pleasurable nourishment' with a
delicious range of flavours including Vanilla, Toffee, Elaichi and Chocolate.

With revitalized packaging synergistic with the new brand personality, it is a

favourite with both mothers for its nourishment and kids for its great taste and
variety.Horlicks is sold in a number of countries across the world. In different
countries, the product has different formulations in order to cater to varying
consumer segments and serve different consumer needs.

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 INTERNAL PUBLIC

MANAGEMENT TEAM

Zubair Ahmed Managing Director

Rakesh Kaushik Vice President - Procurement

Arun Sehgal Executive Vice President - Human

Resource
Shubhajit Sen Executive Vice President - Marketing

Surinder Kumar Executive Vice President - Legal &

Company Secretary
Pradeep K Chaudhry Executive Vice President - R&D

Ambati Venu Executive Vice President - Sales

Ramakrishna Subramanian Executive Director - Finance & IT

Praveen Gupta Executive Director - Operations

Charubala Seshadri Head - Business Development

PUBLIC RELATION IN GSK

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GSK's culture is the set of norms that create powerful precedents for acceptable
behavior within the firm. These unwritten 'rules of the road' create expectations
around acceptable risk, change orientation, creativity and innovation, team
versus individual effort, customer orientation, extra effort and more. Culture is a
powerful force and can provide an engine to achieve market success.

• Performance with integrity - Organizational and individual

trustworthiness.

• People with passion - People are enabled and motivated to do their best
work.

• Innovation and Entrepreneurship - Competitive advantage through

well- executed ingenuity.

• Sense of Urgency - A nimble, focused, resilient and fast-learning

organization.

• Everyone Committed, Everyone Contributing - All employees have the

opportunity to make a meaningful contribution and to succeed based on
merit.

• Accountability for Achievement - Clear expectations; focus on the

critical few. Performance matters, and will be rewarded.

• Alignment with GSK Interests - One team, in single minded pursuit of

our mission, reflecting a common spirit and integrated strategies.

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 EXTERNAL PUBLIC

 CUSTOMERS:

 The company's communication strategy, therefore, focuses on children

who have an attitude - an attitude, which is positive, livewire and spirited. This
has been projected in its TVC, which will be aired across all channels and
would also be backed by an extensive print and outdoor campaign.

 Horlicks has always has been a mother and child brand and the reason
why it has always worked so well is because the child relished the taste,
and the mother liked the nutritional values of the product.

 Traditionally Horlicks as a brand spoke to mothers and other adults. Our

new campaign is expected to convert many children (eight to 14 years)
in favour of Horlicks.

 While all the action will be in the general Horlicks segment, the focus of
Junior Horlicks (target segment: kids between one and three) will
continue to remain the same. The brand will continue to talk to the mother
since the purchase decision rests with her.

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 PUBLIC RELATION

BY ADVERTISEMENT & PROMOTION:

 The health drink from GSK (GlaxoSmithKline), Horlicks, has been

traditionally targeted at elders and positioned as a ‘great family
nourisher’.

 However, about five years ago, the communication was changed to

‘pleasurable family nourisher’ with the introduction of different flavours
such as chocolate, vanilla and ‘elaichi’.

 The TV commercial had children going around the town, cheering Epang
Opang Jhapang – a chant without any meaning. However, the TVC
showed their mothers deciding on the choice of health drink.

 Horlicks has gone a step further in promising not only height, but a
stronger body and a sharper mind. Horlicks wants the children to decide
on their health drink. The new campaign for Horlicks gives the kids a
motto: ‘Badlo Apne Bachpan ka Size’.

 The new TVC has Darsheel Safary, the child protagonist of Taare
Zameen Par, in the lead.

 The brand has been endorsed by Amitabh Bachchan on the radio (1960-
70), Moon Moon Sen & her daughter Raima & Riya (1980s) &
Vishwanath Anand.

 Horlicks, in India, has tied up with popular kids movies like Ice Age II &
Superman Returns.

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 ARTICLE

GSK LINES UP INITIATIVES TO BOOST HORLICKS

Financial Express

May 6, 2002

New Delhi: The Rs.950 crore GSKCH ltd is linning up a raft of marketing
initiative to bloster the share of Horlicks in the Health Food Drink Market.
According to company sources, GSKCH is also in the process of identifying
products for the international market from the global portfolio of the parent
company, the UK based GSK plc.

The company recently inaugurated the Rs.252 crore plant for the production of
Health Food Drink in Khewera village, in sepat district of Haryana.

GSK officials admit that the market is really tough but o shaper focus on new
consumer segment & aggressive positioning should lift the demand for Horlicks.
Early this year, Horlicks repositioned itself as a “resistant bulider” food drink, to
address concern of stress & pollution stricken urban population. Even though
Horlicks promises the benefit of “resistant bulider”, it retains, the earlier plank
of ‘Smart Nutrients’, which it adopted in mid 1998 to communicate how the
product micro-nutrients have direct correlation with mental sharpness &
physical activeness. The advertising account is being handling by creative
agency HTA.

Besides relying on conventional bottles, the Horlicks brand is also being

aggressively pushed in the market through a mix of refill packs & buddle gift
like (katoris).

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HORLICKS & SLEEP

Bussiness Line

June 17, 2005.

This refers to the article “when they Sleep”, shouldn’t we be awake? We would
like to clarify that the products are sold in India & UK are different from each
other & design to cater to the consumer needs of their respective markets. The
Horlicks in India has been scientifically design to help meet the requirement of
essential nutrients in children, such as iron & vitamins, to aid their growth &
improve their attention span & concentration.

Horlicks in UK, on the other hand is targeted at an older audience & has been
sold as a supplement that is taken at bedtime. A glass odf hot milk is the
traditional remedy for sleepness & Horlicks has long been used in the UK to aid
sleep. However it does not include sleep or drowsiness.

Studies have shown that drinking Horlicks at bedtime reduce restlessness during
the night. There were some medications that improvement in sleep quality
measured with regular uasage of the drink.

Niharika Sharma

Associate Genesis Public Relation

Haryana.

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GSK MAKES HORLICKS OUT ITS MEDIA MEET

Venkatachari Jagannath

17 June, 2005 (prdomain & domainb.com)

Chennai:

Shubhajit Sen, General Manager, Marketing (nutritionals), said, the company;

jointly with the nutritional institute of nutrition, Hyderabad, had conducted a
‘clinical trial’ spread over 14 months on 869 children (6-16 age group) studying
in a boarding school in the same city.

The children were divided into two groups with one being served Horlick
everyday & the other with different beverages. At the end of the study, he
claimed, the children who drank Horlicks were Taller, stronger & sharper that
the non-Horlicks drinkers. Sen Specially drew the attention of the media to the
words ‘Clinically Proven’ in one of the ppt slide he presented.

Soon after, questioning from the reporters flew thick & fast. When asked
whether the company had the permission of Drug Controller of India to conduct
the clinical study, Sen replied in negative saying, such studies did not require
permission. However he added that the permission of the parents has been
obtained.

When asked to share the study report he replied that the Nutritional Institute of
Sharper, it be slient on the name of the agency that conducted the study.

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GSKCH LAUNCH WOMEN’S HORLICKS

Noida, U.P., India, 2008/04/16 (IndiaPRwire.com)

Being a woman in today’s world is challenging enough! On top of that, Women

have to cope with what there body goes through. Periods, Stress, Fatigue &
sometimes, Mood swings & irritability are some of the challenges a woman has
to go through. That is why the demands on their body are huge 7 nutritional
needs are very different. Recognizing this need, GSKCH has launched new
Women Horlicks, the first & only health drink in India formulated on WHO
guidelines menstruating women.

Womens Horlicks is designed to help fill the dietary gap of essential micro
nutrients – vitamins & minerals. It contains a unique combination of
HEMCALTM nutrients.

Womens Horlicks is economically priced at Rs. 100 for 200gm in an attractive

jar with a flip top lid & available in two flavours – Chocolate & Caramel. With
low fat, no added sugar & rich in milk protein. Thus Along with MH-“ideal
nutritional supplement for pregnant & breastfeeding women” creating portfolio
of specialist nutritional products for women.

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 CONCLUSION

GSK Consumer Healthcare business is based on scientific innovation. The

company has dedicated consumer healthcare R & D centres & takes research as
seriously as marketing excellence, offering cutting – edge capability in both.

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31
 INTRODUCTION

When British soldiers landed on the branches of normally during

World War II, they were carrying more than just ammunition for file power.
They carried with them a powered nutria supplement called Complan which had
been introduced by Galxo. Galxo brought complan to India in 1964 & marketed
it through doctors as a convalescence drink. After it went of complan in 1969,
complan continued to be perceived as on ethical product. In those days its tag
line “Complan has 23 vital nutrients where as Milk has 9” had established
complan superiority over milk on nutritional delivery.

The brand’s next major milestone was reached in 1975 when in

order to extend its well base, complain made a strategic shift in its target market
& positioning. Complan was now repositioned as an ideal nutritional
supplement for growing children. In 1994, Heinz brought out complan from
Glaxo. Given Heinz’s commitment to quality & leadership, complan has
evolved into India’s premium health beverages for growing children. It has now
come to stand for the Gold standard of Nutrition. The brand’s positioning as the
drink for growing children coupled with its superior nutritional formulation as
its greatest strength today.

Complan is current consumer base runs into hundreds of 1000’s of

households across the country. Apart from India, complan is also available in
the U.K, Australia, Nepal, and Venezuela & Srilanka.

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 INTERNAL PUBLIC

Name Designation

William R. Johnson Chairman & CEO

David Moram Executive Vice President & CEO

Scott Ohara Executive Vice President

Ted Smyth Senior Vice President

Mike Milone Senior Vice President

Chirs Warmoth Senior Vice President

Artwinkle Black Chief Executive Officer

33
 EXTERNAL PUBLIC

 CUSTOMERS:

 The category’s focus has been across a range of target groups from
Mother to Children to the entire family. Complan has been able to strike the
delicate balance of establishing a connect with both the mother & the child. Till
date, through its various programmers, complan has been able to reach out
directly to over 1.2 million mother & children.

 One of the ways it does very successfully in to association itself closely

with Durga puja in West Bengal which one of its largest markets. The company
also influences the mother through the pediatric can who is best suited to
comment on the products nutritional superiority.

 To reach out to children it associate itself with sport particularly cricket,

tennis, squash. It has started a complan cricket initiative & tennis & squash open
tournaments to help children to realize their maximum growth potential.
Promising students are watched & trained by experts. In this endeavor its has
found able partners in people like HarshaBhogle, Sandeep Patil & Ramesh
Krishnan.

 There are many other initiatives complan takes. The complan dictionary
& the complan grow tracker chart, for importance, are fine examples of
relationship building with the child. It also produces & distributes booklets on
batting & bowling written by Harsha Bhogle. Every one of these efforts is
designed & builds a bond with children & come closer to them.

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 PUBLIC RELATION

 BY PROMOTION & ADVERTISING:

 ‘I am complan boy, I am complan girl’ remains of the most loved &

instantly recalled jingles even today. The advertising later look on a new avatar
with the ‘But I am growing mummy!’ jingle, signaling a significant shift
towards directly address the mother’s anxiety about her child’s growth. This
campaign was the taming point that imprinted on the consumers mind the brands
are equity of growth.

 In the late 1990’s complan introduced rational argument with another

landmark campaign the ‘Health show.’ The health show communication actively
enhanced the brand perception on 2 counts & on highly nutria-tons parameters it
had no serious competition.

 The observation that children exhibit mature by latest campaign on

holistic growth. The Eco-Times brand equity consumer panel voted it as the best
in category.

 Complan packing too has always been innovative. This is apparent in the
shift from in contains to glass bottle & refill packs. The category’s focus have
been across arrange of largest groups from Mother to Children to the entire
family. Complan has been able to strike the delicate balance of establishing
connect with both the mother & the child. Till date through its various
programmes, complan has been able to reach out directly to over 1.2 million
mother & children.

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 ARTICLES

HEINZ LAUNCHED COMPLAN FAMILY

Mr. Niles Patel, M.D; Heinz India, at a prèss conference- K.K Mustafa Kochi,
Nov 14

Heinz, the makers of the energy drink complan has introduced its new product
complan family for the first time in the country at Kochi on Monday. Kochi has
been selected as the launching pad for the product, considering the economic
growth the city has witnessed in the recent period, Mr. Nilesh Patel, MD, Heinz
India said at press meet. There were also plan to launch the product in other part
of the country in a short period, he added.

The new product promising nutritional & good health for every member of the
family, is specially created into two variants such as Delicious Malt & life for
adults aged 13 years & above. The object is leverage the complan brand to the
entire family.

Speaking on the association, Mr. M Thiruambalam vice president & director

said that the new project, the company is reaching out to the health conscious
adults, who require nutrition & need to stay fit & healthy. “With today’s busy &
hectic lifestyle, people do not have the time to focus on their dietary
requirements. The product has been fortified with vitamins & minerals in a
balanced proportion for health & vitality for the entire family, he said.”

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COMPLAN HELPS CHILDREN MAXIMIZE GROWTH POTENTIAL, SAYS
LATEST PEER-REVIEWED NUTRITION STUDY

"Children served Complan with a regular diet grow twice as fast compared to
those only on a regular diet, because Complan contains 100% milk proteins and
23 vital nutrients"
Bangalore, Karnataka, IND, 2008-12-15 17:09:02 (IndiaPRwire.com)

Heinz, the makers of Complan, Glucon-D, Nycil and Heinz Tomato Ketchup,
Sauces and Condiments, has released a study which proves that children who
drink Complan along with a regular diet grow in height 2 times faster compared
to those who are only on a regular diet which is not properly planned.
The 2 times faster growth claim, is based on an independent study conducted by
the reputed Department of Food Science and Nutrition at Avinashilingam
University, Coimbatore, in Tamil Nadu. The study, which has been peer-
reviewed, was conducted on 900 Indian children in the 7-12 year age groups
over a period of 12 months.
As per the study protocol

• 300 children were served a regular diet

• 300 children were served a regular diet + Complan in water

Besides gaining height, the Complan children fell sick less often, indicating an
overall improvement in their health. These findings were proven to be
statistically significant when compared with children from the Control Group
with similar age, height, weight and socioeconomic characteristics.

The new brand positioning is also mentioned on the new product packs which
now carry a logo stating “2 times faster growth” based on the study conducted
by Avinashilingam University.

37
38
 INTRODUCTION

Nestle India Limited is one of the oldest food MNC operating in

india was founded by Henri Nestle in Switzerland in the year 1867 & was setup
in india in 1912.Nestle is an ISO 14001:2004 certified company which has
major presence in Food, Chocolates & confectionary, Beverages & Culinary
product category.

Milo the world’s largest selling chocolate health drink was

introduced by Nestle India in 1996-97. The improved new Milo gives children
the energy, vitality & stamina they need to enjoy their active lifestyle. Packed
with antigen –e a unique mix of b-vitamins & other key micro- nutrients which
help optimize energy release effectively. A glass of Milo & milk contains
calcium, vitamin A,B1 & B2, iron ,minerals & malt extract the essential
ingredient that produces carbohydrates for energy. The company believes that
“energy” & “taste” is a more credible positioning for this category than
‘nutrition’, as the latter is more a function of milk with which it is taken.Milo
celebrates its 70th anniversary this month.

Nestle is relaunching its chocolate health food drink Milo by

reenergizing it with ‘badam shakti’. Currently Milo is available in a SKU of
500gm priced at Rs.96. By giving Milo a new distinct local positioning &
introducing the brand in convenient sachets at lower price point, it is clearly
moving away from being a very urban focused player & targeting newer
markets & driving rural demand of india.

39
 INTERNAL PUBLIC

 Mr. Vasudeo Mhatre – Chairman & CEO

 Mr. Pukhraj S. Tak – Vice Chairman

 Mr. P.S.Gupta – Executive Directors

 Mr. Sunil Mahajan - Executive Directors

 Mr. Ganpat S. Wadkar - Executive Directors

 Mrs. Lubaina Z. Khorakiwala – Non – Executive Directors.

 Mr. Mohd. Farooq Banwasikar - Non – Executive Directors

40
SHARE HOLDING PATTERN

41
 EXTERNAL PUBLIC

 SUPPLIERS

The following are the some of the suppliers of Nestle Milo;

 Max Foods Ltd , Delhi

 Nusantara Trading Co Ltd

 ADZ Global Trading co.

 CUSTOMER:

The following are the target customer of Nestle Milo in India;

 a school going kid who’s a champion in mind and body.

 According to Shivani Hegde, Nestlé's General Manager (Food Business)

as "consumers who want to include health and wellness in their foods in a
convenient manner."

42
 PROMOTIONAL STRATEGIS

 Milo always gives away something to its young consumers. The most
recent was a school Atlas with a 500 kg pack of Milo & a copy of Webster Junior
Dictionary on an additional payment of Rs.5/ with the 1kg pack.

 An integral part of Milo is continuous promotions, which finds immediate

appeal with children. Not only has this strategy helped Milo gainmarket shares
from Bourvita but also helped it wean shares from the white beverages.

43
 ARTICLE

HOW MUDRA ENERGIZED MILO’S PERFORMANCE IN INDIA

The Indiantelevision.com tem

(14 September, 2002)

With the launch of Milo,Mudra was faced with the challenge of presenting
Nestle Millo as a worthy competitor in the Indian energy drink market that was
dominated by Cadbury bornvita & GSK boost.The agency had to begin from
zilch,right from gaining customer confidence to building its brand image.

Millo the energy drink neslted into the Indian market in 1996.The responsibility
of launching the drink in a market dominated by time tested bornvita & boost
was no easy task for Mudra.Using the consumer insite that mothers are driven
by a need to support their son hard work & help them succeed.When under
pressure,the agency launched an impressive ad campaign.The research
following the campaign revealed the need for Millo to be perceived as a drink
with 2 strong deliverables-Energy & Taste. Thus a strategy was adopted wherein
the agency targeted children belonging to the age group of 7-12 years & through
them their mothers.The statergy work and laid to a 40% volume growth with the
market share growing to 8.8%.

44
NESTLE PUTS MILO UNDER SCANNER

16 April, 2004 Ratan Bhusan , TNN

New Delhi: Milo, Nestle india chocolate energy food drink is under review.
According to the firm, Milo’s performance continues to be impacted in an
extremely competitive environment & t5he purpose of the review exercise is to
enhance the brands competitiveness.

Similar to several other FMCG categories, the Rs.1, 100 crore health food drink
market, spilt between white & brown Segments, has been stagnant over the fast
few years.

Beside GSK, which owns the brands Horlicks, Boost, Viva, & Maltova the other
significant brand in the category is Cadbury Bourvita. While Horlicks is white
beverages, Milo directly competes with Bournvita & Boost both of which are in
beverages.Milo had launched Milo in india in 1996.

According to FMCG Analyst, Milo has been loosing market share to

competition from Boost & Bourvita. “While the category itself is not growing,
Milo has been lacking a distinct positioning & Cadbury & GSK are pushing
their brands aggressively”, said an analyst.

BOOSTER DOSE: - NESTLE TO RE-ENERGISE MILO

45
POSTED SEPTEMBER 2, 2004

(screenindia.com)

From premium to mass, big to small & now global to local Nestle india is taking
yet another step to move closer to Indian consumers.The food major in an
innovative localization moves has decided to land a desi touch to its chocolate
Health Food Drink(HFD). Milo by energizing it with ‘badam shakti’ launching
it in 15g single serve sachets.

Under review since a last year due to its poor performance, Milo is all set to get
a new lease of life with a new packing, formulation & a distinct positioning.

According sources Milo in its new Avatar, will test launch in Tamil Nadu
national launch is expected to follow soon. While Nestle india refused to
comment , company sources, however, confirmed Milo’s new makeover.

Nestle had earlier admitted that “extremely competitive market in had impacted
the performance of Milo was therefore been placed under review to enhance its
competitiveness”.

Currently Milo is available in SKU of 500gm priced at Rs.96. The programme

will now be relaunced in a flat bottomed stabile pounch pack instead of its all
current Cadbury pack. The relaunch of Milo which has otherwise kept a low
profile will also be supported by an aggressive media campaign.

46
47
 INTRODUCTION

The story of Dabur began with a small, but visionary endeavour by

Dr. S. K. Burman, a physician tucked away in Bengal. His mission was to
provide effective & affordable cure for ordinary people in far-flung villages.
With missionary zeal & fervor, Dr. Burman undertook the task of preparing
natural cures for the killer diseases of those days, like cholera, malaria & plague.
Soon the news of his medicine travelled & he came to be known as the trusted
‘Daktar’ or Doctor who came up with effective cures. And that is how his
venture Dabur got its name – derived from the devanagri rendition of Daktar
Burman. Dr. Burman set up Dabur in 1884 to produce an dispense Ayurvedic
medicine. Reaching out to a wide mass of people who had no access to proper
treatment.

Dabur India limited is India’s fourth largest FMCG company.

Building on a legacy of quality & experience for over 120 years Dabur is today
India’s most trusted name & the world’s largest Ayurvedic & natural health care
company.

Dabur India, recently launched Chywan Junior, and marked its

entry into the malted food, drinks segment. Most marketing managers approach
the area of brand extensions with utmost caution and prudence. However, Dabur
has been one of the few brands that have not shied away from trying this some
what risky marketing tool with extraordinary results. Latest from the Dabur
stable is Chyawan Junior, an extension of the famous Ayurvedic brand
Chyawanprash. The product is pitched against established brands like Bournvita,
Horlicks and Complan .

48
 INTERNAL PUBLIC

ORGANIZATIONAL STRUCTURE

Mr. SUNIL
DUGGAL

CEO

Dr. ANAND
BURMAN

CHAIRMAN

MR. AMIT
BURMAN

VICE CHAIRMAN

MR. PRADIP MR. MOHIT

BURMAN BURMAN

DIRECTOR DIRECTOR

MR. R.C.
MR. P.N. VIJAY
BHARGAVA
DIRECTOR
DIRECTOR

MR. S. NARAYAN MR. P.D. NARANG

DIRECTOR DIRECTOR

49
SHARE HOLDING PATTERN

50
 EXTERNAL PUBLIC

 Distributors:

Distribution through India Head office in Asia:

Country Distributor Name

Afghanistan M/S Zaman Nizam Ltd.

Bangladesh Advanced Chemical Industries Ltd.

Bangladesh M/S Shyama Associates Limited.

Hongkong M/S Green Concepts Company Ltd.

Japan M/S. Beauty World Limited.

Maldives M/S. Lily Enterprises Pte. Ltd.

Malaysia. M/S. Total Health Concept Sdn Bhd.

Philippines Assad Mini Mart.

51
 ARTICLES

DABUR FORAYS INTO MALTED FOOD DRINK CATEGORY WITH

CHYAWAN JUNIOR
December 31, 08

Dabur India Ltd has recently announced the national rollout of its breakthrough
product, Dabur Chyawan Junior, marking the company’s entry into the Rs
1,900-crore malted food drink (MFD) market.

Claimed to have more than 35 active Ayurvedic herbs like Amla, Brahmi,
Yashimadhu and Draksha, Dabur Chyawan Junior helps build immunity from
within. The chocolate-flavoured granules can be mixed with milk or can be had
as it is.

Commenting on the launch, KK Rajesh, Executive Vice President - Marketing

(HealthCare), Dabur India Ltd, said, “Unlike existing energy drinks, Dabur
Chyawan Junior contains herbs that provide the immunity which is much needed
in growing children. Dabur, with its Ayurveda expertise, has been able to
successfully combine the power of herbs in a format that children love, to bring
about radical changes in the way the MFD category operates.”

Dabur Chyawan Junior was test-marketed in key states like Maharashtra and
West Bengal last year. “The test market revealed that the modern day consumer
is demanding more from their energy drinks than just taste and modification
through flavours. Dabur, with its deep-rooted understanding on herbs and
Ayurveda, is well-poised to meet this yet-unmet demand with a breakthrough
product like Chyawan Junior,” Rajesh added.

Dabur Chyawan Junior will be available in three SKUs of 500 gm bottle, 500
gm refill and 90 gm sachet priced at Rs 128, Rs 121 and Rs 20, respectively.
52
DABUR ENTERS MALTED FOOD DRINK SEGMENT; ROPES IN
AMITABH

Published:

New Delhi, Oct 4 FMCG major Dabur today announced its entry into the malted
food drink segment with launch of ' Chyawan Junior' endorsed by film actor
Amitabh Bachchan.

" Dabur is putting in a concerted effort at expanding the Chyawanprash category

by introducing new and innovative variants. The company's entry into the MFD
segment with the new product is yet another step in this direction," Dabur India
General Manager K K Chutani said in a statement.

The advertisment campaign for Chyawan Junior is built around a creative

thought ' Apun Ka Style' representing relevance of the product in a kid's a day-
to-day life, the statement added.

53
DABUR CHAYAWAN JUNIOR & ANANDMELA PRESENT THE
FINALS OF “AMAR STYLE”

Kolkata, December 1, 2007:

Dabur Chayawan Junior Anandmela Amar Style, an innovative event teaming

up the mothers & child, which was unveiled two moths back.

Dabur Chayawan Junior is a brand new product from the stable of Dabur.
Malted Food Drink, the beverage is an off shoot of its ayruvedic health
supplement, Dabur chawan, & is fortified with the basic ingredients of
Chayawanprash. The product caters to the taste buds of the child as well as on
the nutritional quotient as desired by the mother.

In keeping with the brand mission of Anandmela & Dabur chayawan junior,
Amar style, ensure to be a platform that brings together mothers and children’s
& taste the teams ability to combine the styles and preferences of the mother
with her child. The activity is an attempt to find the number one mother and
child duo in west Bengal in a host of fun activities.

54
 CONCLUSION

Dabur India limited made its beginnings with a small pharmacy, but has
continued to learn & grow to a commanding status in the industry. The company
has gone a long way in popularizing & making easily available a whole range of
products based on the traditional science of Ayurveda. And it has set very high
standards in developing products & processes that meet stringent quality norms.
As a reflection of its constant efforts at achieving superior quality standards,
Dabur became the first Ayurvedic products company to get ISO 9002
certification. As it grows even further, Dabur will continue to markup on major
milestone along the way, setting the road for others to follow.

55
 INTRODUCTION

Nestle India Limited is one of the oldest food MNC operating in

india was founded by Henri Nestle in Switzerland in the year 1867 & was setup
in india in 1912.Nestle is an ISO 14001:2004 certified company which has
major presence in Food, Chocolates & confectionary, Beverages & Culinary
product category.

Milo the world’s largest selling chocolate health drink was

introduced by Nestle India in 1996-97. The improved new Milo gives children
the energy, vitality & stamina they need to enjoy their active lifestyle. Packed
with antigen –e a unique mix of b-vitamins & other key micro- nutrients which
help optimize energy release effectively. A glass of Milo & milk contains
calcium, vitamin A,B1 & B2, iron ,minerals & malt extract the essential
ingredient that produces carbohydrates for energy. The company believes that
“energy” & “taste” is a more credible positioning for this category than
‘nutrition’, as the latter is more a function of milk with which it is taken.Milo
celebrates its 70th anniversary this month.

Nestle is relaunching its chocolate health food drink Milo by

reenergizing it with ‘badam shakti’. Currently Milo is available in a SKU of
500gm priced at Rs.96. By giving Milo a new distinct local positioning &
introducing the brand in convenient sachets at lower price point, it is clearly
moving away from being a very urban focused player & targeting newer
markets & driving rural demand of india.

56
 INTERNAL PUBLIC

 Mr. Vasudeo Mhatre – Chairman & CEO

 Mr. Pukhraj S. Tak – Vice Chairman

 Mr. P.S.Gupta – Executive Directors

 Mr. Sunil Mahajan - Executive Directors

 Mr. Ganpat S. Wadkar - Executive Directors

 Mrs. Lubaina Z. Khorakiwala – Non – Executive Directors.

 Mr. Mohd. Farooq Banwasikar - Non – Executive Directors

57
SHARE HOLDING PATTERN

58
 EXTERNAL PUBLIC

 SUPPLIERS

The following are the some of the suppliers of Nestle Milo;

 Max Foods Ltd , Delhi

 Nusantara Trading Co Ltd

 ADZ Global Trading co.

 CUSTOMER:

The following are the target customer of Nestle Milo in India;

 a school going kid who’s a champion in mind and body.

 According to Shivani Hegde, Nestlé's General Manager (Food Business)

as "consumers who want to include health and wellness in their foods in a
convenient manner."

59
 PROMOTIONAL STRATEGIS

 Milo always gives away something to its young consumers. The most
recent was a school Atlas with a 500 kg pack of Milo & a copy of Webster Junior
Dictionary on an additional payment of Rs.5/ with the 1kg pack.

 An integral part of Milo is continuous promotions, which finds immediate

appeal with children. Not only has this strategy helped Milo gainmarket shares
from Bourvita but also helped it wean shares from the white beverages.

60
 ARTICLE

HOW MUDRA ENERGIZED MILO’S PERFORMANCE IN INDIA

The Indiantelevision.com tem

(14 September, 2002)

With the launch of Milo,Mudra was faced with the challenge of presenting
Nestle Millo as a worthy competitor in the Indian energy drink market that was
dominated by Cadbury bornvita & GSK boost.The agency had to begin from
zilch,right from gaining customer confidence to building its brand image.

Millo the energy drink neslted into the Indian market in 1996.The responsibility
of launching the drink in a market dominated by time tested bornvita & boost
was no easy task for Mudra.Using the consumer insite that mothers are driven
by a need to support their son hard work & help them succeed.When under
pressure,the agency launched an impressive ad campaign.The research
following the campaign revealed the need for Millo to be perceived as a drink
with 2 strong deliverables-Energy & Taste. Thus a strategy was adopted wherein
the agency targeted children belonging to the age group of 7-12 years & through
them their mothers.The statergy work and laid to a 40% volume growth with the
market share growing to 8.8%.

61
NESTLE PUTS MILO UNDER SCANNER

16 April, 2004 Ratan Bhusan , TNN

New Delhi: Milo, Nestle india chocolate energy food drink is under review.
According to the firm, Milo’s performance continues to be impacted in an
extremely competitive environment & t5he purpose of the review exercise is to
enhance the brands competitiveness.

Similar to several other FMCG categories, the Rs.1, 100 crore health food drink
market, spilt between white & brown Segments, has been stagnant over the fast
few years.

Beside GSK, which owns the brands Horlicks, Boost, Viva, & Maltova the other
significant brand in the category is Cadbury Bourvita. While Horlicks is white
beverages, Milo directly competes with Bournvita & Boost both of which are in
beverages.Milo had launched Milo in india in 1996.

According to FMCG Analyst, Milo has been loosing market share to

competition from Boost & Bourvita. “While the category itself is not growing,
Milo has been lacking a distinct positioning & Cadbury & GSK are pushing
their brands aggressively”, said an analyst.

BOOSTER DOSE: - NESTLE TO RE-ENERGISE MILO

62
POSTED SEPTEMBER 2, 2004

(screenindia.com)

From premium to mass, big to small & now global to local Nestle india is taking
yet another step to move closer to Indian consumers.The food major in an
innovative localization moves has decided to land a desi touch to its chocolate
Health Food Drink(HFD). Milo by energizing it with ‘badam shakti’ launching
it in 15g single serve sachets.

Under review since a last year due to its poor performance, Milo is all set to get
a new lease of life with a new packing, formulation & a distinct positioning.

According sources Milo in its new Avatar, will test launch in Tamil Nadu
national launch is expected to follow soon. While Nestle india refused to
comment , company sources, however, confirmed Milo’s new makeover.

Nestle had earlier admitted that “extremely competitive market in had impacted
the performance of Milo was therefore been placed under review to enhance its
competitiveness”.

Currently Milo is available in SKU of 500gm priced at Rs.96. The programme

will now be relaunced in a flat bottomed stabile pounch pack instead of its all
current Cadbury pack. The relaunch of Milo which has otherwise kept a low
profile will also be supported by an aggressive media campaign.

63
64
 INTRODUCTION

The story of Dabur began with a small, but visionary endeavour by

Dr. S. K. Burman, a physician tucked away in Bengal. His mission was to
provide effective & affordable cure for ordinary people in far-flung villages.
With missionary zeal & fervor, Dr. Burman undertook the task of preparing
natural cures for the killer diseases of those days, like cholera, malaria & plague.
Soon the news of his medicine travelled & he came to be known as the trusted
‘Daktar’ or Doctor who came up with effective cures. And that is how his
venture Dabur got its name – derived from the devanagri rendition of Daktar
Burman. Dr. Burman set up Dabur in 1884 to produce an dispense Ayurvedic
medicine. Reaching out to a wide mass of people who had no access to proper
treatment.

Dabur India limited is India’s fourth largest FMCG company.

Building on a legacy of quality & experience for over 120 years Dabur is today
India’s most trusted name & the world’s largest Ayurvedic & natural health care
company.

Dabur India, recently launched Chywan Junior, and marked its

entry into the malted food, drinks segment. Most marketing managers approach
the area of brand extensions with utmost caution and prudence. However, Dabur
has been one of the few brands that have not shied away from trying this some
what risky marketing tool with extraordinary results. Latest from the Dabur
stable is Chyawan Junior, an extension of the famous Ayurvedic brand
Chyawanprash. The product is pitched against established brands like Bournvita,
Horlicks and Complan .

65
 INTERNAL PUBLIC

ORGANIZATIONAL STRUCTURE

Mr. SUNIL
DUGGAL

CEO

Dr. ANAND
BURMAN

CHAIRMAN

MR. AMIT
BURMAN

VICE CHAIRMAN

MR. PRADIP MR. MOHIT

BURMAN BURMAN

DIRECTOR DIRECTOR

MR. R.C.
MR. P.N. VIJAY
BHARGAVA
DIRECTOR
DIRECTOR

MR. S. NARAYAN MR. P.D. NARANG

DIRECTOR DIRECTOR

66
SHARE HOLDING PATTERN

67
 EXTERNAL PUBLIC

 Distributors:

Distribution through India Head office in Asia:

Country Distributor Name

Afghanistan M/S Zaman Nizam Ltd.

Bangladesh Advanced Chemical Industries Ltd.

Bangladesh M/S Shyama Associates Limited.

Hongkong M/S Green Concepts Company Ltd.

Japan M/S. Beauty World Limited.

Maldives M/S. Lily Enterprises Pte. Ltd.

Malaysia. M/S. Total Health Concept Sdn Bhd.

Philippines Assad Mini Mart.

68
 ARTICLES

DABUR FORAYS INTO MALTED FOOD DRINK CATEGORY WITH

CHYAWAN JUNIOR
December 31, 08

Dabur India Ltd has recently announced the national rollout of its breakthrough
product, Dabur Chyawan Junior, marking the company’s entry into the Rs
1,900-crore malted food drink (MFD) market.

Claimed to have more than 35 active Ayurvedic herbs like Amla, Brahmi,
Yashimadhu and Draksha, Dabur Chyawan Junior helps build immunity from
within. The chocolate-flavoured granules can be mixed with milk or can be had
as it is.

Commenting on the launch, KK Rajesh, Executive Vice President - Marketing

(HealthCare), Dabur India Ltd, said, “Unlike existing energy drinks, Dabur
Chyawan Junior contains herbs that provide the immunity which is much needed
in growing children. Dabur, with its Ayurveda expertise, has been able to
successfully combine the power of herbs in a format that children love, to bring
about radical changes in the way the MFD category operates.”

Dabur Chyawan Junior was test-marketed in key states like Maharashtra and
West Bengal last year. “The test market revealed that the modern day consumer
is demanding more from their energy drinks than just taste and modification
through flavours. Dabur, with its deep-rooted understanding on herbs and
Ayurveda, is well-poised to meet this yet-unmet demand with a breakthrough
product like Chyawan Junior,” Rajesh added.

Dabur Chyawan Junior will be available in three SKUs of 500 gm bottle, 500
gm refill and 90 gm sachet priced at Rs 128, Rs 121 and Rs 20, respectively.
69
DABUR ENTERS MALTED FOOD DRINK SEGMENT; ROPES IN
AMITABH

Published:

New Delhi, Oct 4 FMCG major Dabur today announced its entry into the malted
food drink segment with launch of ' Chyawan Junior' endorsed by film actor
Amitabh Bachchan.

" Dabur is putting in a concerted effort at expanding the Chyawanprash category

by introducing new and innovative variants. The company's entry into the MFD
segment with the new product is yet another step in this direction," Dabur India
General Manager K K Chutani said in a statement.

The advertisment campaign for Chyawan Junior is built around a creative

thought ' Apun Ka Style' representing relevance of the product in a kid's a day-
to-day life, the statement added.

70
DABUR CHAYAWAN JUNIOR & ANANDMELA PRESENT THE
FINALS OF “AMAR STYLE”

Kolkata, December 1, 2007:

Dabur Chayawan Junior Anandmela Amar Style, an innovative event teaming

up the mothers & child, which was unveiled two moths back.

Dabur Chayawan Junior is a brand new product from the stable of Dabur.
Malted Food Drink, the beverage is an off shoot of its ayruvedic health
supplement, Dabur chawan, & is fortified with the basic ingredients of
Chayawanprash. The product caters to the taste buds of the child as well as on
the nutritional quotient as desired by the mother.

In keeping with the brand mission of Anandmela & Dabur chayawan junior,
Amar style, ensure to be a platform that brings together mothers and children’s
& taste the teams ability to combine the styles and preferences of the mother
with her child. The activity is an attempt to find the number one mother and
child duo in west Bengal in a host of fun activities.

71
 CONCLUSION

Dabur India limited made its beginnings with a small pharmacy, but has
continued to learn & grow to a commanding status in the industry. The company
has gone a long way in popularizing & making easily available a whole range of
products based on the traditional science of Ayurveda. And it has set very high
standards in developing products & processes that meet stringent quality norms.
As a reflection of its constant efforts at achieving superior quality standards,
Dabur became the first Ayurvedic products company to get ISO 9002
certification. As it grows even further, Dabur will continue to markup on major
milestone along the way, setting the road for others to follow.

72