TABLE OF CONTENTS

Health drink
Popular health drinks:
Cadbury Bournvita
Gsks Horlicks, Boost,
Maltova & Viva

Heinz Complan
Market Competition
Indirect Competition

xoSmithkline (GSK) with four brands:

Heinz India:

Cadbury India:

 Cadbury was incorporated in

India on July 19th, 1948
Cadbury Bournvita was
launched during the same year.
market share: 17 %
3,50,000 outlets in India.

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Cadbury Bournvita has

continuously re-invented itself in
terms of
Product
Packaging,

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BOURNVITA PRODUCTS
SUPER
CHARGERS
5 STAR
MAGIC
LITTLE
CHAMPS
BOURNVITA
++

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1970S that
"Goodness
grows with you"

1980S
"Brought
up right,
Bournvita bright"
Early '90s
Tan Ki Shakti, Man
Ki Shakti

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'Real Achievers who

have grown up on
Bournvita'.

SWOT ANALYSIS
Strong
brandpresenceof
Cadbury that
Givesit a lotof
credibility.
Oneof theoldest
brands
Childrenrelate
verywell to its
chocolate taste.
A very

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 Lack oflaunch ofnew flavours.

About its nutritional values is a
challenge.
Stiff competitionfrom Horlicks

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Brand ambassadors

Complan
The COMplete PLANned
Food
by
Includes 23 vital
nutrients for childs
brain development.
100% Milk Protein.

FOR GROWTH:
Grow faster with a complan

FOR MEMORY:
Powerful
nutrition

Improved
memory

Amazing taste

FOR NUTRI-GRO:

Complete planned food in a

drink for 2+ to 4 years.

Products &
flavours
KESAR

CHOCOLATE

BADAM

STRAWBERRY

FAMILY MALT

CARAMEL

FAMILY LITE

NATURAL

MANGO

 HORLICKS GlaxoSmithKline
The Great Family Nourisher
Market share : 52.6 %

 Horlicks is the leading Health

Food Drink in India and as the
'Most Trusted Drinks Brand'
(Economics Times Survey, 2004)
The modern & contemporary
Horlicks offers 'pleasurable

Horlicks is the only health drink, clinically proven

in India, to make kids taller, stronger and sharper.

PROD
UCTSHorlicks
Womens
Horlicks
Mothers Horlicks

Junior Horlicks
Horlicks Lite

Elai
chi

Van
illa

Toff
ee

Choc
olate

ADVERTISING CAMPAIGN:
Chocolate: 'jaise bhi kaise bhi doodh le
ao, Chocolate Horlicks shake banao.
Apang ..opanggzappang.

 Specially formulated for

preschool children
DHA for Brain Development
100% Daily Quota of key
nutrients to keep children
physicallyactive.
A to Z Nutrition
comes in a completely new
pack.

 Mother's Horlicks, launched in 1997

It is a superior nutritional supplement with
26 vital nutrients
Development of brain, eyes and nerves of
the baby
Mental and physical development of the
baby

 A nutritional drink
specially formulated for all
health conscious adults
and is also suitable for use
by people with diabetes
Contains 26 vital nutrients
Has high fibre
Is low fat
Has essential antioxidants

 Boost is India's leading maltbased Health Food Drink in a

chocolate flavour.
Launched in 1975-76.
Boost has a market share of
13%

CONTINUOUS INNOVATION
First
brand
to
introduce Power
Boosters
&
Advanced
Energy
Boosters

'shrink-sleeved'
packaging

exciting new
graphics

compelling

Boost is a secret of our

energy!!
New
Boost
ChocoBlast:
'The energy of Boost,
now in an Exxxtra
Chocolate Taste!

Advanced
Energy Boosters:
Iron, Zinc and
Magnesium
along
with
other
key

 Maltova, a chocolate Health Food

Drink was acquired from Jagatjit
Industries Limited in Feb 2000.
To kids Maltova is the fun health
drink, which is extremely tasty,
and makes nourishment truly
enjoyable and exciting.

 Viva has VitaHealth - a combination of 9

essential Vitamins
[Vitamin A, D, B1, B2, Niacin, Vitamin B6,
Folic acid, Vitamin B12 & C], Iron, Calcium
and Phosphorous.
Viva contains the natural goodness of milk,
wheat and malted barley

MARKET SHARE (2010-11)

Horlicks
13%

1% 1%

Bournvita
Boost

13%
55%
18%

complan
Viva
Maltova

source: www.gsk-ch.

PRIC
E

PLAC
E

TARG
ET
MARK
ET

PROMOTI
ON

PRODU
CT

 Flavours :
Chocolate, 5
Star Magic,
Caramel
Only flavours
no products.
Targeted age
group: 3 to 14
years.

Flavours:
chocolate,
Vanilla, Honey,
Elaichi
Wide range of
products.
Targeted Age
group: 4 to
adults.
Price:
153
for 500 gm

 Energy cum
health drink
Targeted Age
group: 12+
Flavours &
products
Price:
160

Complete
nutritional
health drink
Targeted age
group: family
health drink
Flavours &
products
Price:
153
for 500 gm.
Promotions &

Heinz Complan is the nearest competitor of

Horlicks

Provides Formula to
become Taller .
Targeted age group
: 2+ to adults.
price :
170
for 500 gm.
Promotions &
marketing is good.
Popular in Global
market

Taller, Stronger
and Sharper
Targeted age
group : 4 to adults.
Low price :
153 for 500 gm.
Has extra-ordinary
promotional &
marketing team
Most popular heath
drink in India.

INDIRECT COMPETITION

INDIRECT COMPETITION

OUR TEAM:
Tejas Salunke
Anjali
Upadhayay
Ankit Rathi
Ruchira
Koyande
Rahul Jangid