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HMM in 1972 planned to enter in malted milk food industry by launching its product ‘BOOST’

MALTED FOOD MILK MARKET IN 1970’s

Malted milk food market was divided into 2 segments:

White powder segment Brown powder segment

white pow-der segment brown pow-der segment

COMPETITORS

The brown powder segment of malted milk food consist of the existence of following brands:

bournvita ovaltina others

PRODUCT BRIEF

Distinctive taste to suit the Indians. Brown milk food powder. Flavour of cocoa. Product in granules form. Pricing equal to the leading brands at that

time.

PACKAGING

In glass jar because its cost effective.

Variety of shapes available in jar.

BOOST at present time…..

INTRODUCTION

Boost is health food drink (HFD), which is positioned on the energy platform in India.

It is malt-based health food drink in chocolate flavour.

Launched in 1975 by HMM. It has a market share of 13% countrywide

amongst all health food drinks.

CONTD.

Boost is manufactured by GlaxoSmithKline. GlaxoSmithKline is a United Kingdom-based

pharmaceutical, biological, and health care company.

Glaxo rules the Indian HFD market with a share of around 64 %.

Boost was the first brand to introduce yellow granules in its formulation as part of the Power Boosters relaunch in November 2002.

HMM COMPANY

Smithkline Consumer was incorporated in 1958,the company was then known as Hindustan Milk Manufacturers (HMM).

The company merged with Beecham group in 1969, when Beecham acquired Horlicks Ltd of UK worldwide.

In 1977 Beecham India Pvt. Ltd was merged with HMM Beecham India was producing a range of products such as Eno fruit salt, Brylcream hair grooming cream and Silvikrim shampoo.

GlaxoSmithkline Consumer Healthcare Ltd

In1995, SmithKline Beecham Consumers Brand Company was renamed as SmithKline Beecham Consumer Health Care with a change in business focus to "Science based health care products".

The Pharmaceutical business of Glaxo and Smithkline have been merged in India. The Consumer business however is continued separately through Smithkline Consumer and the company is being renamed as GlaxoSmithkline Consumer Healthcare Ltd to reflect the new association.

Malted drinks Viva & Maltova and biscuit brands Horlicks & Boost are outsourced by the company.

TG FOR BOOST

Boost is a part of Indian Health Food Drinks (HFD).

Targeted at children aged 5–18. The market is huge since this is the age group

that demands some kind of energy drink. With competitors like bournvita, complain,

horlicks, this brand had to attract the children and provide them with a better, healthy, tasty, and nutritional energy drink.

MARKETING MIX

The marketing mix includes the four P’s of marketing :

Product Price Place promotion

PRODUCT

Boost is the complete supplement of protein, nutrients and calories .

It includes copper and Biotin in addition to existing vitamins and minerals.

provides 50% of the daily requirement of Vitamin B1, B2, B6, B12, A, C, D, Niacin, Pantothenic acid, Biotin, Folic acid, Copper and Iron and 25% of Calcium.

The vitamins and mineral provide efficient working of body cells and makes bones stronger.

PRICE

Setting uniform price every where.

Boost Price(Rs) Weight(gm) Jars Refill

pack 200 54 - 500 108 99

PLACE

South has been the major contributor in making boost .

the South zone contributes as much as 80% of the Boost sales.

In markets like Chennai Boost has approximately 40 – 45% household penetration.

Boost has grown from a market share of seven per cent in 1985 to 24 per cent in 2002.

MANUFACTURERS DEPOTS

WHOLESALER

RETAILORS

CONSUMERS

DISTRIBUTION NETWORK OF BOOST

PROMOTION

Promotion campaigns such as freebies and contests targeted at children who force their parents to buy these products.

Free gifts like crystal jars, pet jars and sippers also attract consumers.

Hospitals, school, colleges. Official energy drink of Rajasthan royals. Vending machines.

MARKET SHARE

Market share of 12.6% countrywide (HFD) South India - the biggest region for the category -commands a market share of 24%.

Highest frequency of purchase among all brown powder users in India.

PROMOTIONAL STRATEGY

After the initial growth, the brand landed in the mature stage of PLC during 1980's.

The brand realised that kids are strong influencers of the purchase process for such products.

GSK also identified cricket as the vehicle to Boost the Sale of Boost.

During 1980's Kapil dev was roped in as the brand ambassador for Boost and as a cricketer.

Boost got the energy from Kapil and GSK had found the success mantra.

During 1990's Sachin endorsed this brand when he was in his teens.

During those times, the ads showed both Kapil and Sachin together endorsing the brand and thus ensured that the transition is smooth.

From 1990-present, Sachin has been endorsing this brand. I think Boost and Sachin hold the record for longest association between a brand and celebrity at least in India.

The brand started boost world cup in 1998.

Late nineties, consumer insights showed that although the kids liked the promos involving Sachin.

In 2000, the brand also roped in Sehwag to endorse the brand that time, Sehwag and Sachin was at fire as the opening pair.

In 2002, as a part of its repositioning, the brand came out with Power Boosters : which contains Copper and Biotin.

Boost also innovated in packaging, packaging became contemporary and stylish to reflect the changing consumer preferences.

TAGLINE

Brand changed its tagline to " Boost is the secret of my energy' to " Boost is the secret of OUR energy".

In 2005, the brand came with Choco Blast (more chocolate) and Advanced Energy Boosters to counter the threat from Bournvita who now has the Chocolate taste of "Five Star" in it.

In the same year it launches ‘BOOST CRICKET ACADEMY’.

PRINT ADS- BOOST

The unstopable energy- boost

BRAND AMBASSADOR

The first brand ambassador for Boost was the cricketer Kapil Dev in 1986.

SachinTendulkar became the brand ambassador with his Debut in 1989.

Virender Sehwag joined in 2002. Mahendra Singh Dhoni became the brand

ambassador in 2008. Boost is the first HFD to have used celebrity

endorsement to convey its energy proposition.

BRAND AMBASSADORS

PACKAGING

It is the first brand in this segment to have developed a 'shrink-sleeved' packaging way back in 1999.

In recognition of this, Boost has won the prestigious World Star award for its packaging.

Graphical packaging.

POSITIONING

Boost positioned as an energy drink. Boost is the secret of my energy. Dynamic positioning by using copper and

biotin. The main identity of Boost is, it is brand

amdassadors ,first they introduced Kapil Dev then they came up with Master Blaster Sachin

tendulkar and now recently Virender Sehwag and Mahinder Singh Dhoni.

Drink Benefits

BOOST is a great-tasting nutritional supplement that you can enjoy with a meal and as a healthy between-meal snack.

Nutritional benefits come in four delightful flavors:

Vanilla Chocolate Butter Pecan Strawberry

CONCLUSION

It is among the oldest brand in the Malt Based Foods category with a rich heritage & has also been known to provide the best nutrition for growth & all round development.

Through out its history, BOOST continuously reinvented itself in terms of product, packaging, promotion & distribution.

Maintaining its leadership position & image in the market.

COMPILED

BY: SHIPRA BHADORIA

THANK YOU