SUBMITTED TO:

Dr. M.ANIL RAMESH,

HOD-Marketing

HEALTH FOOD DRINKS?

Health food drinks are nutrient supplying drinks which are prepared by adding malt or wheat based powders to milk.

There are some health food drinks which are prepared from other ingredients unlike malt or wheat.

All the powders contain vitamins and minerals like B1,B2,B6,B12, vitamin D, calcium, iron, copper, niacin, magnesium etc which will help in building the body by acquiring energy .

Different kinds of Health Food Drinks are available in the market with different flavors and types which target different kind of age groups.

The major market share of these health food drinks belong to small age groups.

The Health Food Drinks market is having two segments: White powder segment and brown segment divided based on the color of the powder.

Examples of Health food drinks:- Boost, Bournvita, Complan etc.

MAJOR PLAYERS OF THIS MARKET:

GLAXOSMITHKLINE

CADBURY

HEINZ

NESTLE

AMUL

BRIEF HISTORY AND BRANDING OF COMPANIES

1) GLAXO SMITHKLINE:

GSK was formed in 2000 by the merger of GlaxoWellcomeplc (formed from the acquisition of Wellcome plc by Glaxo plc), and SmithKline Beecham plc (from the merger of Beecham plc, and SmithKlineBeckman Corporation).

GlaxoSmithKline Consumer Healthcare Ltd. (GSKCH) is an Indian group company/associate of GlaxoSmithKline plc U.K. GSKCH is one of the largest players in the Health Food Drinks industry in India.

BRANDS :- It manufactures and market the products like:-

BOOST, HORLICKS, MALTOVA, and VIVA which occupy most of the market share.

BOOST:

Boost is a chocolate-flavored health food drink made by GlaxoSmithKline. It was launched in 1977 in India. It belongs to brown segment.

The tagline "Boost is the secret of my energy" has remained a blockbuster all through these years.

Boost has a market share of 13% countrywide amongst all Health Food Drinks (HFD), while in South India - the biggest region for the category - it commands a market share of 24%. (Source: ACNielsen Retail Audit).

Boost has a household penetration of 40%-45% in several cities and towns in South India, the brand's stronghold. In towns like Chennai and Madurai this penetration exceeds 50% among SEC A and SEC B households and 40% among all households (Source: IMRB Panel Data Jan-Dec 2004).

Sachin tendulkar made the boost very much popular.

It is mostly liked by kids

HORLICKS:-

The Great Family Nourisher. 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.

It belongs to white segment. The modern & contemporary Horlicks came with a delicious range

of flavors including Vanilla, Toffee, Elaichi and Chocolate.

“Taller, Stronger, Sharper”- “Epang, Opang, Chapang” ad became very famous.

DIVISION OF HORLICKS BASED ON CATEGORY : JUNIOR HORLICKS:-

Specially formulated for preschool children.

MOTHER’S HORLICKS:-

Mother's Horlicks, launched in 1997, is a superior nutritional supplement with 26 vital nutrients that is scientifically designed keeping the nutritional needs of the pregnant and breast feeding women in mind.

It is very much useful for pregnant ladies as it contains more amount of nutrients which helps the proper growth of baby in the womb.

HORLICKS LITE:-

A nutritional drink specially formulated for all health conscious adults and is also suitable for use by people with diabetes.

MALTOVA:

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 which belongs to brown segment.

Maltova has again been restaged in November 2004, with an attractive new packaging that connotes an extremely high taste appeal and a sense of fun and excitement. The communication and the promotions have been made more exciting by bringing in cartoon characters like Scooby Doo.

VIVA:-

Start to a bright and healthy day. It belongs to white segment. In these days it is used by very few customers.

2) CADBURY

Cadbury was incorporated in India on July 19th, 1948 as a private limited company under the name of Cadbury-Fry (India).

Basically it is a UK based company. It produces much number of chocolates. It produces BOURNVITA, which is a very good and tasty health

food drink. It is one of the most trusted brands in the world. Most of the Indians will try to remember DAIRY MILK bar by

hearing about Cadbury.

BOURNVITA:

Cadbury Bournvita was launched during 1948. Bournvita has a market share of 17% in India. Cadbury Bournvita is now available with its popular

chocolate taste, and its latest offering, Cadbury Bournvita 5 Star Magic, giving the rich chocolate and caramel flavor of Cadbury 5 Star.

It is mostly liked by children. In the 1980 Moscow Olympics, Cadbury Bournvita was

the official health drink for the Indian team. It is among the oldest brands in the Malt Based Food /

Malt Food category with a rich heritage and has always been known to provide the best nutrition to aid growth and all round development.

It belongs to brown category.

3) HEINZ:

H.J. Heinz Company, headquarters is in Pittsburgh, Pennsylvania, USA.

Heinz came to India in 1994 by taking over the Family Products Division of Glaxo.

Heinz in India provides taste and nutrition through globally trusted products like Heinz Tomato Ketchup and strong local products like Complan - with extra growing power, Glucon-D - the refreshing energy drink, Nycil - the most effective prickly heat powder.

In India manufacturing unit is present at Aligarh in the State of Uttar Pradesh.

COMPLAN:

It reminds us: “I am a complan boy” or “I am a complan girl”. It composes of 23 nutrients and also milk protein. Its taste is somewhat different from the rest of the health food

drinks and it will be crispy. “Give your child the power of Complan thrice a day and see

him/her grow twice as fast”. This is the company’s latest slogan. Complan is now available in many flavors which we can enjoy. The flavors include Chocolate, kesar baadam, strawberry, mango etc. Complan Family Lite, a new product of complan has been

introduced to adults for their ideal nutrition achievement. Its market share is quite less compared to other brands.

4) NESTLE:

Nestle India is a subsidiary of Nestle S.A. of Switzerland. It is acknowledged amongst India's 'Most Respected Companies'

and amongst the 'Top Wealth Creators of India'. Indian head quarter is present at Gurgaon, Haryana. It produces brands like Milo, Maggi noodles, Kitkat, Polo, Munch

and the very famous Nescafe coffee.

MILO:

Milo is a chocolate and malt powder which is mixed with hot or cold milk to produce a beverage popular in many parts of the world.

Most commonly sold as a powder in a familiar green tin, often depicting various sporting activities.

Now the Milo production was stopped due to poor sales. Milo has lost its market share because of competition from Boost,

a GlaxoSmithKline brand.

During my childhood, Milo did a exclusive school campaign, where Nestle people would come to different schools and introduce the Milo to us by serving us a cup of Milo. This is a kind of promotion/marketing where they are targeting on school kids.

AMUL:

Amul is a brand name. It is formed in 1946. It is managed by Gujarat Cooperative Milk Marketing Federation

(GCMMF), which is India's largest food products marketing organization.

Its headquarters is in Anand, Gujarat. Besides India, Amul has entered overseas markets such as

Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries.

It produces many items related to milk like flavored milk, butter, cheese, sweets, ice creams, chocolates etc.

The Gujarat Cooperative Milk Marketing Federation (GCMMF) came into the white health-food-drink market with Amul Shakti.

General Manager-Marketing, Mr. R.S. Sodhi said that “GCMMF is eyeing 10 per cent volume share of the market within 90 days of launch and becoming the market leader in this category within three years.”

Amul Shakti Health Food Drink

Amul Shakti, unlike other wheat and barley based drinks, is a

unique combination of Milk and natural goodness of Kesar (Saffron) & Almond. Amul Shakti, a complete food in a drink, is ideally balanced for the nourishment and health of the entire family.

It contains essential Amino Acids, Vitamins, Minerals and Micronutrients that are needed for building up internal immunity and maintaining good health. This unique formulation of Amul Shakti also helps in maintaining intelligence and mental power.

Amul Shakti is available in two flavors:

1) Kesar-Almond

2) Chocolate

It did not become much popular.

THINGS THAT I HAVE DONE OUTSIDE:--

1) I had visited some of the departmental and medical stores in Prajay, Bowenpally and enquired about the sales of health food drinks. Majority of them replied me that they are selling more quantities of Horlicks and Boost.

2) I also enquired a tea stall owner near Prajay about the daily consumption of health food drinks in his stall. He replied me that most of the customers like to drink Boost followed by Horlicks.

3) By this I could understand that GSK has got command on market.

Bibliography:http://www.google.co.in/

http://www.gsk-ch.in/Products.aspx

http://www.gsk-ch.in/GSKCorporateFactSheet.aspx

http://www.cadburyindia.com/brands/bev1.asp

http://en.wikipedia.org/wiki/Cadbury_UK

http://www.heinz.co.in/about_brand/complan.aspx

http://www.heinz.co.in/about_heinz/history.aspx

http://www.nestle.in/nestle_india_landing.aspx

http://www.nestle.in/Our_Brand_Landing.aspx

http://foodbizdaily.com/articles/30113-nestle-india-to-replace-energy-drink-milo-by-milo.aspx

http://en.wikipedia.org/wiki/Amul

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http://www.amul.com/products.html

http://www.amul.com/health-toned.html