Post on 18-Nov-2014
BY: DHANVANTRI SHARMA
INTRODUCTIONINDUSTRY IN INDIAMAJOR PLAYERSDEMAND MANAGEMENTCONSUMER BEHAVIOURPHILOSOPHY OF MARKETINGCOMPETITIONMARKETING STRATEGYSEGMENTATION TARGRTINGPOSITIONING
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 : INTRODUCTION
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.
HEALTH DRINKS INDUSTRY IN INDIA
LIQUID CATEGORY:Parle-FrootiGodrej-JumpinCoca Cola-MaazaPepsi-TropicanaDabur-RealProSoya -Soya milk Surya Foods-Fruit juices
MAJOR PLAYERS
POWDER CATEGORY:Cadbury- BournvitaGSKCH (GlaxoSmithKline Consumer
Healthcare) -Horlicks, Boost, VivaNestle- MiloHeniz- ComplanGCMMF- Amul Shakti
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.
DEMAND MANAGEMENT
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.
PHILOSOPHY OF MARKETING
BUYING BEHAVIOUR:
CONSUMER BEHAVIOUR
Buying decisions for health drinks are influenced by SOCIO-CULTURAL FACTORS
CULTURE- beliefs and traditions (consumption of juices for good health)
GROUPS 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
FORM COMPETITION:
Competition with different product offering similar benefits-
Fresh juicesChyavanprashEnergy drinksDairy products(milk , curd etc.)
COMPETITION
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-
MARKET LEADER GSK-HORLICKS(WITH 69% HOLD OVER THE MARKET)
MARKET CHALLENGER CADBURY-BOURNVITA MARKET FOLLOWER BOOST
Product positions in liquid category is-
MARKET LEADER Dabur- RealMARKET CHALLENGER Godrej foods-Jumpin MARKET FOLLOWER Pepsico-Tropicana
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.
MARKETING STRATEGY
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.
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.
SEGMENTATION
Product segmentation POWDER CATEGORYBrown drinks Segment :BOURNVITA,
BOOST, MALTOVA,COMPLANWhite Drink Segment: HORLICKS,
COMPLAN, MILO
LIQUID CATEGORY Fruit juices Flavored dairy products
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.
TARGETING
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)
POSITIONING
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.
PROMOTION
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.
PACKAGING