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Malted Beverages

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Structure of Presentation Major players Market size Current situation Distribution Consumer behaviour Brand positioning

• Complan• Boost• Bournvita• Milo• Horlicks

Future trends

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Major Players

Companies GlaxoSmithKline Cadbury Nestle Heinz

Brands Horlicks, Boost,

Viva and Maltova Bournvita Milo Complan

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Market Size of Various Brands

Market Share of Various Brands

59

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11.6 2.2

1.48.31.23.3

Horlicks Complan Viva MaltovaMilo Bournvita Boost Others

Total Market size: Rs 1300 cr

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Current Situation

Growing at the rate of 12-14% per annum

Penetration of malted food in India is a low 6.1 %

Traditionally malted beverages have had a strong association with milk

Growth of middle class has driven the uptrend in food industry in general and health beverages in particular

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Distribution

Factory Packaging centre / Depot

Distributor / Semi-wholesaler

Retailer

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Consumer Behaviour and Trends

Perceived as a luxury

White beverages : therapeutic offerings

Brown beverages : taste additives

Brand loyalties are not very strong

Promotion campaigns such as freebies and contests

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Brand Positioning : Complan Complan for what?

• Enriched with 23 vital nutrients in right quantity and proportion essential for healthy growth

Complan for whom? • A brand for growing children

Complan for when? • Higher nutrition needs

Packaging • Complan Boy/Complan Girl

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Brand Positioning : Complan

“Complete planned food”

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Boost for what? • For fitness and health

Boost for whom? • For the young and the sporty Kapil Dev, Sachin

Tendulkar and Virender Sehwag Boost for when?

• Whenever and wherever energy is needed Packaging

• Tall cylindrical straight jar that symbolizes athleticism and fitness

Brand Positioning : Boost

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“Boost is the secret of my

energy”

Brand Positioning : Boost

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Bournvita for what?• For nutrition and health

Bournvita for whom?• For a growing kid who is healthy, intelligent, energetic

and glowing Bournvita for when?

• Everyday to ensure you are energetic throughout the day

Packaging • A tall cylindrical straight jar that reflect energy,

enthusiasm and vigour

Brand Positioning : Bournvita

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Brand Positioning : Bournvita

“Poshan bhi swaad bhi”

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Milo for what?Nutritious Milo, with its unique delicious taste, gives the confidence, energy and spirit to succeed in an active life

Milo for whom?For all family members - especially for growing children and active people

Milo for when?Anytime

PackagingA cylindrical straight jar in green colour that symbolizes taste and energy

Brand Positioning : Milo

“Energy Food Drink”

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Horlicks for what?

The name Horlicks is synonymous with health

Horlicks for whom?

For a broader age range

Horlicks for when?

As part of an evening routine, having a hot, milky drink – such as Horlicks – ensures a good night’s rest

Packaging

The colour combination and the signage of the jar reflect peace and health – both mental and physical

Brand Positioning : Horlicks

“Nourishment for Internal resistance”

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Future Trends

Product: Ready to drink health drink; Fruit-based health drinks

Price: Affordable to the lower middle stratum

Place: Supply-chain capabilities

Promotion:

• Fruit-based drinks - health

• Ready to drink - convenience