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