Health-DrinksBISHAL NAG

Major Players and Brands GlaxoSmithKline

Horlicks Boost Maltova Viva

Kraft-Cadbury (Mondelez International) Bournivita

Heinz Complan

Amul Nutramul Pro

Market-share of Major Brands

Horlicks – 51 %

Bournvita – 16.2%

Complan – 13.9%

Boost – 12 %

Market Size in crores

010002000300040005000600070008000

2006 2013 2016*

Typical Problems faced by the industry

Exposure to wide range of products

offerings in marketsRising health issues Rising concerns among

consumers

How competitors are competing?

Claims (Product Benefits)

Major Research Claims

Nutritional Value

TVC

SEGMENTATION

Biggest TG is the age group of 5-15 years in terms of products offered to each TG

Other segments have exactly same number of products offered for them (Of the brands considered in this analysis)

Horlicks is present in four out of five segments while Bournivita covers three segments by its offerings

Complan, Boost and Maltova covers one segment each

15%

15%

38%

15%

15%

Share of products offered in each age group

1-3 years

4-6 years

5-15 years

Above 15 years

Above 25 years

RURAL DISTRIBUTION

GLAXO SMITH KLINE •The Rural Business Model

 AMUL INDIA

•Super

HEINZ INDIA

•12 lakh retail outlets on PAN India basis

Kraft-Cadbury (Mondelez

International

•Project Leap

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