HE NUTRITIONAL DRINK OR THE HEALTH DRINK INDUSTRY HAS BEEN MARKED BY COMPETITION FROM VARIOUS COMPANIES IN THE PAST FEW YEARS

Chapter 1 Introduction HEALTH DRINKS MARKET IN INDIAIndian health drinks market is still in its infancy due to the lack of awareness among the population. In value terms, the health food drink market is around Rs 1, 400 crore and in volume terms around 65,000 tonnes per annum. GlaxoSmithkline (GSK) with four brands - Horlicks, Boost, Viva and Maltova - is the leader in Indian health drink market. Complan, GluconD from Heinz India and Cadbury India's Bournvita are also popular among the Indian health drink brands.According to retail audit unit ORG Marg, GSK with four brands in the category Horlicks, Boost, Viva and Maltova - has a 70 per cent volume market share and Complan's share is 13 per cent.No doubt, Horlicks is the leading health drink brands in India since 1930, immediately after its launch in the country. 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. In India, the Horlicks available has been scientifically developed and specifically caters to the nutritional needs of the Indian diet. It helps meet the requirements of essential nutrients in children, such as iron and vitamins that aid iron absorption. Boost is health food drink (HFD), which is positioned on the energy platform in India. Developed by the Indian R&D team in 1974, and launched in 1975-76 in Kerala, Boost has been one of the fastest growing brands in the Indian GSK Consumer portfolio. Realising that the energy segment had a huge potential, GSK India launched the brand as the 'Vitaminised Energy Fuel' with a unique chocomalt taste. The brand was launched nationally in the early 80s and has always been targetted at 8-14 year old boys. This is the section of population most enthusiastic about sports, and also with high-energy needs, in India. A ccording to GSK sources, Viva is based on the belief that a good start to the day ensures that rest of it goes well too. New Viva is Vitahelth, combination of nine essential vitamins (vitamin A, C, D, B1, B2, B6, B12, Niacin and Folic acid), Iron, Phosphorus and Calcium. Viva contains a natural goodness of milk, wheat and malted barley. Maltova, a chocolate health food drink, was acquired from Jagjit Industries in Feb 2000. According to GSK official sources, to kids Maltova is the fun health drink, which is extreamly tasty and makes nourishment truly enjoyable and exciting. It was relaunched in June 2002 with an enriched formulation and improved packaging. The relaunched Maltova had active rechargers, a combination of essential vitamins, minerals and carbohydrates. Maltova has again been restaged in November 2004, with an attractive new packaging that connotes an extreamely high taste appeal and a sense of fun and excitement.American foods major H J Heinz's Indian arm Heinz India has a strong market presence with brands like Complan and Glucon-D. Complan contributes 40 per cent to Heinz's sales. Heinz's most profitable products are Complan and GluconD. Even Glucon D has shed its health tag and repositioned itself as a fun drink. In 2001, Heinz launched a slew of new products - coffee flavoured Complan. Complan is ideal for convalescents and the elderly - complete nutrition when you're off your food , pregnant and nursing mothers provides vitamins and minerals necessary for good health , busy people - a satisfying lunchtime snack at home or at work , athletes - who require fluid, carbohydrate and high quality protein without the bulk of solid food.In early 1990s Cadbury reentered the health drink market with Bournvita, the product of essential vitamins and minerals with memorable campaigns based on the 'Tan ki Shakti, Man ki Shakti'. The next big breakthrough happened in 1999 when the brand was re-launched with a new RDA Balanced Formula. The brand was re-launched with a completely new identity in 2001. Bournvita has a unique taste that combines the goodness of malt and chocolate. It gives the child physical and mental alertness resulting in a healthy body and an active mind. In 2001 Bournvita, complete with new packaging and design was re-launched. A loyalty programme, in the form of a Bournvita Nutrition Centre, dedicated to counseling mothers on her child's daily nutritional needs was opened. Cadbury Bournvita has been advertising since the 1970s. In the early years the positioning centred on 'Good upbringing' with Bournvita being an essential building block for children. In the 1980-82 years it was 'Goodness that grows with you'. By 1987, it had become the more aggressive 'Brought up right, Bournvita bright'. In the last decade of the 20th Century, competition between children was becoming intense and Bournvita was there with its 'Extra energy to stay ahead'. In the 1992-95 period 'Shakti har din ke champion ki' (Energy for the everyday champion) was its payoff line. In 2000, 'Bournvita poshan, sahi poshan' (Bournvita nutrition, right nutrition) encouraged consumption. In the following year 'Confidence kuch kar dikhane ka' (Confidence to achieve) became the reason to buy. The current Cadbury Bournvita positioning suggests that it contains specific ingredients that augment stamina and concentration in children.

MAJOR PLAYERS IN INDIAN HEALTH DRINK MARKETbournvitaThe nutritional drink or the health drink industry has been marked by competition from various companies in the past few years. The health drink manufacturers in India have tried to retain their brand image by improving their product quality & by meeting consumers expectation. But only one health drink has successfully captured the heart of millions of Indians & that is Cadbury Bournvita.

Cadbury India Ltd launched Cadbury Bournvita, a chocolate health drink in 1947 in India. But even before launching its new health product in the Indian market, Bournvita was one of the most loved chocolate drink around the world. Bournvita is a combination of 2 words, Brown & Vita.Brown because its brown in colour & Vita because it has lots of vitamins.

If this question is ask from children what is Cadbury Bournvita?.I am sure they would say who powder jo mummy doodh mein milati hai.But thats not what Bournvita is all about. Its a nutritional drink which acts as a dietary supplement providing nourishment along with good taste & flavour. Bournvita is used by a variety of people like growing children, old age persons, pregnant ladies etc. Its liked for its nourishment value & great taste.

Normally, price is the most important element in deciding the fate of any product. While purchasing any health drinks however, a housewife or a mother who is the ultimate buyer gives price secondary importance. She will carefully study the taste & nutritive values in the health drinks. I agree that Bournvita is the most expensive health drink in the market but still due to its good taste & great nutritive values it has captured the majority of the market.

Bournvita always comes up with consumer promotion activities from time to time eg giving free gifts like plastic mugs, kitchen appliance, chess game or ludo etc. Recently they decided to target school children by offering attractive mugs with cartoon characters design on it. They also come up with the scheme of extra Bournvita for the same price.IngredientsMalt extract, sugar, cocoa powder, milk solids, liquid glucose, vitamins, permitted emulsifiers, sodium bicarbonate, mineral & salt.

Bournvitas nutritional facts: Gives protein. Provides Vitamin A, Vitamin C & Vitamin B12. Contains Calcium, Iron & Folic Acid. It also provides our body with Niacin, pyridoxine, Riboflavin, & Thaimin which is very essential for the proper working of our nervous systemCadbury was incorporated in India on July 19th, 1948 as a private limited company under the name of Cadbury-Fry (India). Cadbury Bournvita was launched during the same year. 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.Throughout it's history, Cadbury Bournvita has continuously re-invented itself in terms of product, packaging, promotion & distribution. The Cadbury lineage and rich brand heritage has helped the brand maintain its leadership position and image over the last 50 years.The Journey:The brand has been an enduring symbol of mental and 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 hundreds of cities, towns and villages through 3,50,000 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 this appeal: Cadbury Bournvita, with its popular chocolate taste, and its latest offering, Cadbury Bournvita 5 Star Magic, leveraging the rich chocolate and caramel flavour of Cadbury 5 Star.

Cadbury Bournvita advertising has moved with the times to reflect the changing needs of the consumers.During the '70s the communication centered on 'Good upbringing' and Bournvita became an essential building block for childhood. "Goodness that grows with you" was the campaign idea that communicated this thought.In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with the more aggressive "Brought up right, Bournvita bright" campaign, which was very successful during its time.In the early '90s all brands in the category provided purely physical benefits like nourishment, energy and growth. It was at this time that Bournvita decided to raise the bar by promising physical and mental benefits. This resulted in the famous Tan Ki Shakti, Man Ki Shakti Campaign which became an anthem for the brand.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 physical and mental challenges that nobody else can, resulting in one of the most successful advertising campaigns which is based on 'Real Achievers who have grown up on Bournvita'.Achievements In the 1980 Moscow Olympics, Cadbury Bournvita was the official health drink for the Indian team The Cadbury Bournvita Quiz Contest, which started airing on April 12th 1972, is India's longest running national school quiz contest.Starting out as a contest held in cities, and then on radio, the contest currently has been running for over 10 years on satellite television. It has over 500 episodes to its credit, and today the contest directly reaches more than 11,25,000 students, in 4000 schools across 66 cities and 7 countries - UAE, Kuwait, Qatar, Oman, Bahrain, Nepal and India.Top of FormBournvita is a power brand. Bournvita was launched in 1948 and is one of the oldest brand in the malted beverages segment. The brand is a market leader in the Brown health drink segment with a market share of over 17 %.This is a brand that has sustained over time and competition. Cadbury's - true to its reputation has managed to sustain this brand over these years. The brand has sustained because of Cadbury's invested in the brand and also ensured that the brand changed in tune with the times.Bournvita is a chocolate flavored health drink. When the brand was introduced in the market, it tried to solve a perennial problem that mother's face : a need for a healthy food which is tasty. Bournvita offered that unique combination of health and taste.Its also interesting to see how this brand has evolved over these years.In 1970s t he brand was positioned as a product that helps in good upbringing. The brand used the tagline : Goodness t hat Grows with You.During 1980's the brand changed its focus from Upbringing to Intelligence. The tagline was changed to : Brought Up Right, Bournvita Bright.In 1990's the brand felt that it should be focusing on the overall health of the kid thus changed its focus on Body and Mind. The brand also took Energy as a main focus and thus evolved the famous VO ( voice over) : "Bournvita has proteins, minerals and carbohydrates" . Along came the famous tagline : Tan Ki Shakthi , Man Ki Shakthi.During 1998, the brand faced intense competition from Milo from Nestle. At this time, the brown health food drink segment was facing issues of stagnation because of lack of value addition. Bournvita then changed its positioning on the health platform. The brand used a marconym RDA ( Recommended Dietary Allowance) to reinforce the health positioning. The brand used a clever Nutritional meter to communicate the RDA formula : 2 cups of Bournvita for balanced nutrition.The brand also set up a Bournvita Nutritional Center where nutrition experts recommended the right RDA percentage to kids. The brand at that time used the cricketer Ajay Jadeja to endorse the brand. The brand also harped on the taste and used the tagline " No Bournvita No Milk " to reinforce the taste attribute.In the current millennium, the brand has moved to the next level. In the typical laddering Up strategy, Bournvita has identified Confidence as its Core Brand Essence. The brand realized that every kid have a chance to excel in his chosen field of endeavour if he have confidence . The realization has enabled the brand to chalk out the current marketing strategy. The brand now uses the tagline " Do you have Bournvita Confidence".In the Brown beverages segment, Bournvita faces intense competition from Boost. In order to defend the leadership position, Bournvita has invested heavily in product development, advertising and sales promotion. In the product development front, Bournvita had significantly changed its packaging and the latest pack is inspired by Boost. Along with packaging changes, the brand also had comeout with a new variant : Bournvita Fivestar Magic. The new variant has the unique chocolate with caramel flavor of Cadbury's Fivestar. The brand is using the brand association with Five Star as a key differentiator.All these years, Bournvita has used taste as a consistent theme to attract the kids. The Five Star Magic variant further reinforced this positioning.In the advertising campaigns, Bournvita has always been a heavy spender. Bournvita is running two different campaigns for Bournvita : one campaign for the Bournvita Fivestar Magic and another one featuring Bournvita Confidence Academy.Bournvita Confidence Academy is not a School but a reality show. usual reality shows . The show features 7 kids who have exceptional talents in various fields like dancing, racing, singing, magic, studies etc. In the reality show , these kids to act as Gurus and is expected to teach each other skills . So you have a magic whizkid learning to sing. The point is that "You Need Confidence" to venture into unknown fields.Bournvita Confidence Academy is not the first event that this brand associates with. Bournvita Quiz is the longest running quiz show in Indian Television .In the sales promotion front also , the brand was active with its share of freebies and gifts. The association with Cartoon Network enabled this brand to use the famous characters like Powerpuff girls and Dexter to the brand's advantage.As a marketer, I feel that the latest focus on Confidence is a smart move by the brand. Its arch rival Boost has built itself on the energy platform and recently has gained headway using Sachin. Hence to counter Boost, Bournvita needed to own an important differentiation point. Confidence is something that every kid look forward to. By featuring real whiz kids , the brand has been able to create an impact in the TG. But the challenge that Bournvita faces is not from Boost but from the Consumer Promotion trap that both these brands have fallen into. Now most of the sales are decided by the promotional gifts and freebies than the actual efficacyAvailability of bournvita in market 5 star magic choclateQuantity and price description 500gm RS.140 1kg RS.220

complanComplan is a trusted, fortified dietary supplement formulated to provide high quality nutrition. It provides a balanced mix of high-quality, essential protein, fat and carbohydrate to provide energy, as well as an extensive range of vitamins and minerals, and it provides a useful boost to energy even in small servings. A single serving, when made with water, provides around 250 calories, and when mixed with skimmed milk it provides around 320 calories. Complan highlights: It is specifically designed to provide balanced nourishment It provides 24 vitamins and minerals for health and vitality It is a rich source of antioxidant vitamins A, C and E It contains calcium for healthy, strong bones It has iron to help maintain physical stamina, strength and mental alertness It provides high-quality protein It contains NO artificial colours, preservatives or sweeteners It is gluten-free and suitable for vegetarians Its balanced goodness contains everything your body needs to recover fast from illness Complan is recommended by healthcare professionals.be lost through perspiration.

The H.J. Heinz Company, headquartered in Pittsburgh, Pennsylvania, is the most global of all U.S.-based food companies. Famous for our iconic brandson five continents, Heinz provides delicious, nutritious and convenient foods for families in 200 countries around the world. In more than 50 of those countries, we enjoy the number-one or number-two market position.

HEINZ IN INDIAHeinz came to India in 1994 by taking over the Family Products Division of Glaxo with powerful brands such as Complan, Glucon-D, Nycil and Sampriti. Heinz India is fully integrated into the global Heinz operations employing high standards in quality at its state-of-the-art manufacturing facility at Aligarh in the State of Uttar Pradesh. This manufacturing facility is HACCP certified and follows GFMP (Good Food Manufacturing Practices) to deliver nutritious and safe food products to our discerning consumers.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 and Sampriti Ghee - Mahek bhara swaad.Heinz products synergize the three pillars of the Heinz tradition namelyTRUST, TASTE THE JOURNEYComplan has been established around the world as a trusted provider of nutritional supplements for more than 50 years. Complan was first developed by Glaxo in the 1950s as a powdered food for use in hospitals. When reconstituted with water, it provided all essential nutrients and could be fed to patients through a tube, as well as by mouth. Its name is derived from Commplete Planned nutrition.

Following its success in the hospital environment, Complan developed as a product suitable for outpatient care and eventually became available for purchase in pharmacies and shops.

Complan has continued to develop over the years. Flavoured varieties were first introduced in the 1970s and the range has since expanded and also includes savoury varieties. By 1985, nutritional thinking had advanced and Complan was again reformulated to reflect this. The quantity and type of fat content was revised in line with a Department of Health report on diet and cardiovascular disease.

All Complan sold in the UK is manufactured in the UK. There are variations in product make-up and methods of manufacture around the world. But wherever it is made, Complan consistently offers balanced nutrition in line with local nutritional requirements.

Today Complan is focused on providing nutrition products suitable for all members of the family, through three core products: Complan ( balanced nutrition for the family), Casilan ( higher protein for sports performance and illness recovery) and Complan Shake (to tackle clinical malnutrition). Availability of complan in market Choclate Kesar badam Natural Strawberry Mango CaramelQuantity & price description 200GM RS.88

500gm 188rs HORLICKSHorlicks is a malted milk powder that is mix with warm milk to make a drink. It is wheatier, and less malty-tasting than other such drinks.

The basic ingredients Horlicks is malted barley, wheat flour and evaporated milk. It is now available in many flavours including original, chocolate, banana, strawberry, light, etc.

Horlicks is served in some Chinese restaurants as a snack, usually sweetened with sugar. They serve it hot or cold -- to serve it cold, they make it first with the warm milk, then add ice to chill it.

It is very popular in India, where special flavours and formulas have been developed for the market there.

It is also very popular in Malaysia, where it is present in 70% of Malaysian kitchens where it is used as a drink for children.

Horlicks is owned by GlaxoSmithKline (current as of 2007.) The largest markets for Horlicks are, in order, the UK, India and Malaysia. It is GlaxoSmithKline's top selling product in Malaysia.

To use Horlicks as a drink: 2 or 3 tablespoons in a mug, add warm milk or water, and stir.IngredientsThe basic ingredients of horlicks is malted barley,wheat flour and evaporated milk.it is now available in many flavours including original ,choclate,banana,strawberry,light,etc.THE JOURNEYHorlicks was invented by two British men who immigrated to America, William Horlick (1846-1936) and his brother James Horlick (1844-1921). Despite their immigrating to America and inventing Horlicks there, it actually became more popular back home in Britain. They had intended it to be an infant food, but it became more popular among adults (though in India, it became popular for children.)James Horlick and William Horlick were from Gloucestershire, England. James was a chemist, working for a company that made dried baby food. He invented some food formulas for the company, and got the hankering to set out on his own. William, his younger brother, had previously emigrated to America in 1869. In 1873, James decided to join him in Chicago. That same year, they started their own company (J&W Horlicks) to make a malted milk drink for infants. They called their product "Diastoid."By 1875, they needed to move to a place that was larger, so they moved to Racine, Wisconsin. Their new factory was a small, one storey wood building, with seven windows in each side. Their slogan was that they made " Horlick's Infant & Invalids Food." 1875 -- The brothers obtained their first US patent on 18 May 1875; 1883 -- On 5th June 1883, the brothers obtained US patent 278,967 for their drink's ability to mix up in water. Thus, they became the first malted milk to be patented; 1890 -- James went back to London to set up an office there to manage importing their product from the States; 1906 -- UK demand was large enough to justify Horlicks establishing its own plant there; 1908 -- Construction of the first UK factory, in Slough, Berkshire is completed; 1914 -- James was made a Baron; 1921 -- James died. The company was divided into two. James's sons get responsibility for all of the world except America; William continues to manage America; 1930s -- Horlicks dropped from the product description the phrase "malted milk"; 1935 -- Horlicks opened a factory in Australia to supply Australia and New Zealand; 1936 -- William died, age 90; 1945 -- British Horlicks company buys the American Horlicks out; 1955 -- Up till now, powdered Horlicks had been exported to India for bottling and labelling there. In 1955, government protectionist policies in India stopped the import of Horlicks. 30 October 1958 -- Horlicks opened a factory in Nabha, Punjab, India to make Horlicks there. The subsidiary company was called "Hindustan Milkfood Manufacturers Pvt. Ltd." 1968 -- A factory was built in Pakistan; 1969 -- Horlicks was sold to Beecham [1]; 1988 -- Calcium and protein added to the Horlicks mix; 1990s -- In the UK, over 70% of Horlicks was being sold to people over 45 in the early 1990s. Horlicks needed to tap into a younger market so that its customers didn't just die off. The company launched ads showing younger, working people drinking it; 1993 -- Horlicks added Vitamin C, Vitamin B12, Folic Acid, and Iron to its mix; 1999 -- Horlicks added yet more calcium, so that they could market the product as having twice the calcium of fresh milk;At various points, Horlicks biscuits and Horlicks ice cream have been made.Horlicks was sold for 20 million in 1969 by the founders' sons to the Beecham Group; the Beecham group merged in 1989 with SmithKline to become SmithKline Beecham; on 27 December 2000, SmithKline Beecham merged with Glaxo Wellcome to become GlaxoSmithKline.Richard Evelyn Byrd (25 October 1888 to 11 March 1957) in honour of William Horlick. William Horlick helped to sponsor Byrd's 1933 to 1935 expedition to Antarctica, both with money and supplies of Horlick's.Horlicks which had a wonderful growth phase ( 12.8 %) in 2006 has stepped up its gas on the marketing front. The last few months saw this 138 year old brand is building on its successful positioning " Taller Stronger Sharper " . Horlicks is currently running a campaign encouraging the customers ( Kids) to take Horlicks everyday.

The commercial is a logical extension of the Epang Opang Japang campaign which highlighted the benefits of the brand and helped the brand to differentiate strongly from the competition. The brand also takes the medical platform by labeling the product as " Clinically Proven ". Now that the brand is sure that customers are aware and convinced about the efficacy of the claim, the brand is trying to induce the customers to take Horlicks everyday. They feel that the brand managers got some insights about the non-regular usage of Horlicks because the message of the campaign focuses specifically on the brand usage. In marketing theory they talk about a strategy at the maturity stage of PLC is to increase the product usage. This campaign is a small example of pushing the occasional drinker to a more regular user.This also throws light into the fact that a brand has to be careful about the customer usage patterns. Horlicks has convincingly told the customers that the brand can help the kids become stronger taller and sharper. But there is a catch, these results will happen only through a continuous usage of the brand. Hence the campaign is a subtle reminder that Horlicks is not a wonder drug. Availability of horlicks in market Ordinary Choclate Strawberry Banana Horlicks lightQuantity and price description 300gm RS.90 500gm RS.150 800gm RS.200

ABUR CHYWAN JUNIORThe journeyDabur India hopes to shift its young consumers of Chyawanprash to Chyawan Junior, the recently-launched milk beverage mix. Chyawan Junior offers similar nutrients as the companys ayurveda-based health supplement and targets kids, who shy away from Chyawanprash due to its taste, said the company. However, Chyawan Junior is aimed at fourth of Daburs turnover of Rs 2,000 crore. This segment is expected to grow at 15 per cent in 2007-08. When asked if this could result in a possible cannibalisation of Daburs brand Chyawanprash they had repositioned Chyawanprash, a year ago, as a product that should be taken by everyone in the family. Chyawan Junior is a different product that is aimed at kids, out of whom many avoided the product because of its taste. The penetration of the Rs 175 crore brand, Chyawanprash, in Indian households is just 4 per cent and the company feels that it offers a lot of potential to fill the market gaps by producing more variants. In the past one year, the company had also introduced Chyawanprakash, a sugar free variant of Chyawanprash. Chyawan Junior is expected take the Chyawanprash brand forward as it overcomes the barrier of taste. they have been working on this product for a couple of years with large investments in its research and development and it would be quite a while before they recover that investment. They would first be test-marketing this product in Maharashtra and West Bengal. Depending on the responses they receive in these states we would think of expanding this category further. Maharashtra and West Bengal have been selected for this purpose because they have higher consumption of milk drink mix of brown colour and white colour respectively. However, Chyawan Junior cannot be officially considered an extension of Chyawanprash as its ingredients are unique. Sources in the company saId that Dabur could not name its product Chyawanprash Junior because it had other ingredients such as chocolate. But the company has developed and marketed the product with the purpose of expanding the reach of its Chyawanprash brand. Daburs competitors in the milk beverage mix segment include Complan, Horlicks and Bournvita. Chyawan Junior has also been competitively priced at Rs 113 a bottle. The products association to Chyawanprash is expected to differentiate it from other brands in this segment as well as boost Daburs Chyawanprash portfolio.

IN INDIADABUR ENTERS MALTED FOOD DRINK MARKET WITH CHYAWAN JUNIOR Dabur India Limited, the pioneer and undisputed leader in the chyawanprash category, announced its entry in the malted food drink (MFD) market with the launch of Chyawan Junior.

Dabur is putting in a concerted effort at expanding the Chyawanprash category by introducing new and innovative variants. Daburs entry into the MFD segment, with Dabur Chyawan Junior, is yet another step in this direction. The launch of Dabur Chyawan Junior reiterates their commitment to the consumers by providing them a wider choice,

Dabur, with its new Chyawan Junior, has entered the milk beverages industry, which is valued at Rs 1,500 crore. This segment is expected to grow at 15 per cent in 2007-08, and the launch of Chyawan Junior will help Dabur establish a prominent position in the market." Chyawanprash brand has been valued at Rs 175 crore, with Dabur enjoying two-thirds share in the segment.

They plan to invest heavily on the malted food drink category and will soon come out with more flavours. They added that the company plans to be present in all health product categories in the next couple of years with an all-seasonproductpositioning.They Uttaranchal plant, which has been meeting domestic and export demands, has been beefed up to produce the new ayurvedic product. After test launch in Maharastra and West Bengal this month, Dabur plans to introduce it nationally next year. They expect nearly 20 per cent volume growth in this category in another year or so,

Actor Amitabh Bachchan is endorsing Dabur Chyawan Junior. The advertising campaign has been developed with mothers as target audience.The advertisement with the tag line Apun Ka Style represents the relevance of Chyawan Junior in a kids day-to-day life. Chyawan Junior offers the essential goodness of Chyawanprash, but with a chocolate flavour to appeal more to children. It comes in a granular form and contains vital herbal ingredients. The Rs 2,000 crore Dabur India also has presence in personal care products, healthcare, digestives and fruit-based drinks.Chyawan Junior offers the essential goodness of Chyawanprash, but with a chocolate flavour that makes it more appealing to children. It contains most of the vital herbal ingredients required for healthy living across all age groups, and comes in a granular form. This paradigm shift has been brought about considering the growing needs of the customers."

What the consumer wants Today's competitive lifestyle is leading to increased pressures on a child's health. Effectively, health has become an enabler to achieve more out of life. Dabur found out that to achieve this state of vitality, age-old remedies are increasingly becoming more popular with mothers in urban India. Kids, however, want tastier products in convenient formats. This increasing conflict warranted a solution, which could address the mother's need for a nutritious MFD (Milk food drink) that is acceptable to today's kids in terms of taste.

IngredientsDabur Chyawan Junior, an outcome of a manufacturing processes that could align the herbal extracts of Chyawanprash with the modern granular format and ingredients such as malt and cocoa.Availability of chywan junior Choclate flavourPrice and quantity description 500gm Rs.175

CHAPTER 2 REVIEW OF LITERATURE

David KandChai, Joe C Y (2009) Although branding has become the latest focus in tertiary education to attract international students, little has been written about the influence of brand message on students choice of education destination in Asian markets. In a review of the literature, hypotheses are developed and summarised in a hypothetical model which was validated by questionnaire survey. The result of this study suggests that effective brand positioning of university is contingent on the type of message projected, the promotional media used, and the cultural values of potential student. The results have important implications for marketers of export education. This paper recommends further research into the influence of emotion in students choice of study destinationKashif Shahzad (2008) In this highly competitive world countries are working hard to brand them by creating positive image to attract worlds share of business, investment, tourism, students, events etc. There are many factor involved to create soft image of a country like environment, people, tourism, business, governance, politics and others. But one factor, which countries are implementing but not considering as a part of countrys branding strategy that is Corporate Social Responsibility (CSR). CSR is about showing social responsibility for society and environment by corporate sector/companies. Purpose: The purpose of our thesis to focus on relationship between CSR and country branding that how CSR helps to create soft image of a country and become part of countrys branding strategy. We also investigate the case of Pakistan that how CSR can play a role in branding Pakistan by the help of corporate sector in close collaboration with government. Methods: On the basis of our research area we used qualitative approach. The secondary data have been collected through literature review of research papers, magazines, websites and books. The primary data have been collected by conducting interviews and Sweden as case. Result/output: As a result of our research we will present a model of relationship between CSR and country branding in general. Then we also present a customize model for Pakistan. Conclusion and Recommendations: We have interpreted and analyzed the collected data together with the theories and thereafter drawn the conclusion that CSR is successfully adopted by many countries but nor considered as part of country branding. As it is having vital role creating soft image of a country by having positive impact on society and environment, so it must be a part of countrys branding program. To achieve this target, close collaboration of government and corporate sector is necessary. Pakistans corporate sector also needs to have collaboration with government to effectively implement the CSR program in the country.Malin Unander-scharin (2007) Markets for consumer products and customer demand changes rapidly and therefore a company has to change in a way that meets these new demands. A repositioning process can be a great strategy for companies to change their position in the marketplace. Repositioning can affect the brand personality, and it is important that this personality features can be compared with those for humans. For this reason, the purpose of this study is to provide a deeper understanding on how customers react to a brand when it is repositioned. In order to reach this purpose, research questions focused on looking at the concerning the strategic risks and benefits with the repositioning, as well as taking a look at how a brand's personality might change during such a repositioning. Based on these research questions, a review of the relevant literature was conducted, resulting in a conceptual framework. This framework was then used to guide this study's data collection. Using a qualitative, case study approach data was collected from a focus group consisting of eight female students at Lule University of Technology, looking at the recent repositioning of the brand Hennes and Mauritz (H&M). The findings indicate that several benefits follow with repositioning. However, it is risky for the brand if it is not conducted correctly, resulting in the company losing their creditability and their loyal customers. The findings also show that it is less risky for a more established company to go through a repositioning process than for a small-sized, not well known brand. This is for the reason that larger companies have a tendency to control the market to some extent, and have a larger amount of loyal customers. The findings also show that it is important for a company to possess a significant brand personality. The consumer has to have the ability to relate to the personality if purchasing from the specific company. It is for this reason that customers are loyal to a brand. Brand personality can change for smaller sized companies, and it is harder for large, well established companies. The findings in this study view that the brand personality did not change after the repositioning process.

Christoph Fuchs (2006) Brand positioning, which refers to the act of designing the companys offering and image to occupy a favorable and distinctive place in the mind of the target market, is a central success factor for the overall performance of a brand in the marketplace. Despite the importance of the positioning construct, existing methods aimed at measuring the soundness of brand positioning strategies are associated with several limitations. In an attempt to overcome these limitations, the authors develop and validate a generalizable, consumer-derived scale that assesses the effectiveness of brand positioning. Based on a comprehensive literature review, positioning effectiveness is modeled as a multidimensional construct, capturing conceptually-relevant dimensions of positioning success namely favorability, differentiation, and credibility. Favorability, which reflects the magnitude of positive brand associations towards a brand, satisfies the criterion that consumers need to value a brand in order to be attracted. Differentiation, on the other hand, is essential because a well-positioned brand needs to occupy a distinct position in the minds of consumers. Differentiation captures two sub-dimensions namely distinctiveness (i.e., is the brand perceived as similar or distinct in comparison to competitor brands?) and uniqueness (i.e., is the brand the only one of its kind?). Credibility constitutes the third positioning effectiveness dimension and indicates the extent to which the associations consumers hold with a brand are also believable. By conducting nine complementary studies, the authors provide strong evidence of the scales dimensionality, reliability, and (discriminant, convergent, nomological, predictive) validity. Overall, the proposed measure is easy to administer, enables the comparison of all types of positioning strategies and allows marketers to detect weaknesses and strengths with their current strategies. Areas for future research involving the measures application are also identified and discussed as are limitations of the measure.

CHAPTER 3OBJECTIVES OF THE STUDY

To study the consumer perception towards health drinks. To study the customer satisfaction level towards various health drinks brands. To review the brand positioning strategies of health drinks. To analyze the brand repositioning of health drinks. To study consumer awareness and perception about the brand repositioning strategies of health drinks. To study the role of advertising media in brand positioning.

CHAPTER 4 RESEARCH METHODOLOGYResearch is a procedure of logical and systematic application of the fundamentals of science to the general and overall questions of a study and scientific technique by which data is analyzed. According to Clifford Woody research comprises defining and redefining problems, collecting, organizing and evaluating data, making reductions and reaching conclusions and carefully testing the conclusion to test whether they fit with the objectives. Research is a SYSTEMATIC and ORGANIZED way of FINDING ANSWERS to QUESTIONS. SYSTEMATIC because there is a definite set of procedures and steps which you will follow. There are certain things in the research process which are always done in order to get the most accurate results.

ORGANIZED in that there is a structure or method in going about doing research. It is a planned procedure, not a spontaneous one. It is focused and limited to a specific scope. FINDING ANSWERS is the end of all research. Whether it is the answer to a hypothesis or even a simple question, research is successful when we find answers. Sometimes the answer is no, but it is still an answer.QUESTIONS are central to research. If there is no question, then the answer is of no use. Research is focused on relevant, useful, and important questions. Without a question, research has no focus, drive, or purpose. This chapter explains the methods followed in carrying out the research and thus explains the sample selected, research instrument as used and method of collecting the information. RESEARCH DESIGN Research design is the method of conducting the research study. Different types of research design can be used for different studies depending upon the purpose, nature and availability of resources. Here in completing this project, exploratory research methodology has been used to fulfill the objectives of the research project in hand. DATA COLLECTION METHODData is an important tool for the success of any survey/project. More over it reduces the uncertainty in decision making process. In order to make meaningful research a suitable methodology has to be adopted. Data collection methods are of two types i.e. Primary Data and Secondary Data.Primary Data Primary data is the data, which is collected from the source for the first time. The whole data is basically a primary data in nature by following ways: Through questionnaires.

Secondary DataSecondary data is the data which is already available or which is compiled for different purposes. In this survey type project, the scope of secondary data is less but even then at some places it is used up to some extent. It has been collected from Different Magazines/Journals. Different Books. Various websites. SAMPLING DESIGNSampling plan: In the present study convenience sampling plan is used.Sampling universe: All the residents of Ludhiana city.Sample unit: Brand positioning of health drinks.Sample size: In the present study, the sample of 100 people is selected and analysed. SAMPLING SIZEThe sample size has been taken 100 respondents. Research has covered the respondents of Ludhiana city. TECHNIQUES OF ANALYSISData has been analyzed by keen observation using graphical and diagrammatical methods.

Limitations of the Project The time of the research was too short due to which many fact have been remained untouched. The area for the research is very small only in Ludhiana city. Sample for study is 100 consumers which can also acts as a constraint in the study. While collecting the data some of the respondents were not willing to share their information and not to fill the questionnaire.

CHAPTER - 5 DATA ANALYSIS AND INTERPRETATION1. Does your child/children drink milk regularly?

Options RespondentsPercentage

Yes 100100%

No 00%

Total 100100%

INTERPRETATION As inferred from above table and diagram 100% of the respondents child or children drink milk regularly. Most of the respondents consider the milk is a good diet for health.

2. If Yes, how many times a day? Options RespondentsPercentage

11616%

2 4040%

3 3838%

466%

Total100100%

INTERPRETATIONAs inferred from respondents action, 16% of the respondents give milk only one time, 40% of respondents give milk 2 times, 38% of respondents give milk 3 times and 6% of respondents give 4 times milk daily to their children. Most of the parents give milk mainly two times and think it is sufficient for their children.

3. Do you think health drinks are important for your child/children?

Options RespondentsPercentage

Yes 8282%

No 1818%

Total 100100%

INTERPRETATION According to 82% of the people, health drinks are important for health and according to 18% of the people health drinks are not important for the child/children. Most of the respondents think that health drinks are important for their child/children.

4. Do you think health drinks mixed with milk is substitute for a regular diet? Options RespondentsPercentage

Yes 4646%

No 5454%

Total 100100%

INTERPRETATION Out of 100 respondents 46% of the people think that the health drinks are substitute for regular diet but 54% of the people are disagree with it. Health drinks mix with milk is not substitute for regular diet.

5. Which health drink you prefer most for your child? Options RespondentsPercentage

Bournvita7272%

Horlicks1818%

Complan 66%

Chywan Junior22%

Any other22%

Total100100%

INTERPRETATIONOut of 100 respondents 72% of respondents preferred Bournvita for their children, 18% with Horlicks, 6% with complan, 2% with Chywan Junior and 2% with others. Most of the people prefer complan mainly for their child / children.

6. What important feature you look for while choosing a particular brand?

Options RespondentsPercentage

Nutrients5252%

Packaging 44%

Cost00%

Advertisement 66%

Flavour 3838%

Total100100%

INTERPRETATION As inferred from table 52% of the respondents look for nutrients while purchasing any health drink, whether 38% look for flavor, 6% for Advertisement and 4% for Cost. Mostly the people choose health drinks on the basis of nutrients.

7.Which flavor does your child like most?Options RespondentsPercentage

Chocolate7272%

Kesar Badam 88%

Natural 1414%

Strawberry66%

Any other00%

Total100100%

INTERPRETATION 72% of the respondents response towards chocolate flavor, 8% prefers Kesar Badam, 14% prefer Natural, 6% prefer Strawberry and None of respondents prefer any other which is like by their child/children. Most of the respondents said that their children like chocolate flavor.

8. Do you feel any improvement in terms of strength, height, memory etc. in your child after the use of health drinks?

Options RespondentsPercentage

Yes 6666%

No 3434%

Total 100100%

If yes, than Options RespondentsPercentage

Strength812.12%

Height 1418.18%

Memory 1618.18%

Active/Energy 3248.48%

Any Other 23.04%

Total66100%

INTERPRETATION According to table 66% of the respondents feel improvement in their child after the use of health drinks, while 34% of the respondents do not feel any improvement. The improvement is feel in terms of strength, height & memory. 48.48% feel improvement in active/energy, 18.18% in height, 18.18% in memory, 12.12% in strength & 3.04% in any other. Most of the respondents feel that their children have improvement after using health drinks.

9. Rate any other advertisement used by companies of health drinks? GoodBadAverage

Bournvita 9292%00%88%

Complan 6464%22%3434%

Horlicks 6464%44%3232%

Chywan Junior 66%1818%7676%

INTERPRETATION Out of 100 respondents, 92% in Bournvita, 64% in complan, 64 % in Horlicks and 6% in Chywan Junior respondents feel good advertisements while 0% in Bournvita, 2% in Complan, 4% in Horlicks and 18% in Chywan Junior, dissatisfy the respondents. The middle levels which not satisfy and not dissatisfy are 8% in Bournvita, 34% in Complan, 32% in Horlicks, and 76% in Chywan Junior. Most of the respondents are satisfy with advertisements.

10. What inspires you to buy a particulars brand of health drinks: Options RespondentsPercentage

Advertisement5050%

Friends66%

Neighbours 44%

Doctors Recommendation2626%

Family and Relatives1414%

Total100100%

INTERPRETATION As inferred from table 50% of the people know about the product from the advertisements, 6% from friends, 4% from neighbors, 26% from Doctors recommendations and 14% from family and relatives. Most of the respondents come to know about the product mainly from doctors recommendation.

11. Does you child influence you to buy a health drink just because they are attracted by the free gifts or toys available with it or due to their favourite celebrity or cricketer endorsing the ad for their brand?Options RespondentsPercentage

Yes 6464%

No 3636%

Total 100100%

INTERPRETATION Out of 100 respondents, 64% of the respondents are agree that their child/children influences them to buy health drink, just because of free gifts or toys and 34% are disagree with it. Most of the respondents purchase the health drinks because their children like their celebrity endorsing the brand and get free gifts with them.

12. Rank the following brands based on the value of money?

Very CostlyLess CostlyAverageCheap

Horlicks2222%4646%3030%22%

Bournvita6868%2424%66%22%

Complan88%3030%6060%22%

Chywan Junior22%-0%44%9494%

INTERPRETATION According to 22% of the respondents horlicks is very costly, 46% feel it is less costly, 30% feel it is average & 2% find it is very cheap. In complan, 8% feel it is very costly, 30% feel it less costly, 60% feel it is average & 2% feel it is very cheap. In Bournvita, 68% feel it is very costly, 24% feel it is less costly, 6% feel it is average & 2% feel it is very cheap. In Chywan Junior, 2% feel it is very costly, 0% feel it is less costly, 4% feel it is average & 74% feel it is very cheap. According to 68% of the resopondents bournvita is very costly, 46% feel that horlicks is less costly, 60% feel that complan is average and 74% feel chywan junior is very cheap. 13. Rank the following brands based on the value of taste?

Very TastyGoodAverageBad taste

Horlicks2626%4646%2626%22%

Bournvita6666%2424%88%22%

Complan 66%2828%5858%88%

Chywan Junior22%22%88%8888%

INTERPRETATION According to 26% of the respondents, horlicks is very tasty, 46% feel it is good, 26% feel it is average & 2% feel it has bad taste. In complan, 6% feel it is very tasty, 28% feel it is good, 58% feel it is average & 8% feel it has bad taste. In Bournvita, 66% feel it is very tasty, 24% feel it is good, 8% feel it is average & 2% find it is bad tasty. In Chywan Junior 2% find it is very tasty, 2% find it is very good, 8% find it is average & 88% find it has bad taste. Most of the people find the health drinks are tasty. 14. If you dont get your most preferred brand, what would you do?

Options RespondentsPercentage

Purchase any other available brand3030%

Purchase a brand similar in price, quantity and taste1010%

Leave the store and purchase same brand from some other store6060%

Total 100100%

INTERPRETATION According to the survey 30% of the respondents purchased the other available brand, 10% of respondents purchase a brand similar in price, quantity & taste and 60% of respondents leave the store & purchased from other stores. Most of the respondents leave the store & purchased from other stores.

t-Test: Paired Two Sample for Means

Variable 1Variable 2

Mean11.081.86

Variance5.1652525250.121616162

Observations100100

Pearson Correlation0.065251927

Hypothesized Mean Difference0

df99

t Stat40.49693175

P(T