Health drinks for pregnant women and lactating mothers

7/29/2019 Health drinks for pregnant women and lactating mothers

1/12

1/21/13

Health Drinks: Introduction

The drinks containing natural minerals, vitamins like A andC., most of which are plant based and having rich dietcomponents comes in HEALTH DRINKS category.

With people turning more health conscious, the non-

carbonated beverage segment has become one of thefastest growing and most exciting businesses at themoment

The liquids which are healthy for consumption such as fruitjuices, dairy products (milk with honey, buttermilk) fruit

juices etc comes in this category.


2/12

Click to edit Master subtitle style

1/21/13

Environmental analysis of health drinksIndustry

Demographic Analysis: Population Growth : High growth markets with newfound purchasing power Population Age Mix : Young Population Population Literacy Levels : Educated & Health

conscious, earningpower &purchasing powerEconomic Analysis: Current Income: High Disposable Income Price: These drinks have become need for

most of the population so price is not themajor deterrent.Socio-cultural: Beliefs and tradition: Consumption of naturalproducts for maintaining good health.


3/12


1/21/13


Natural Analysis: Nutritional Deficiency: More than 70% of the populationhave a deficiency in nutritionalelements like iron etc.Political Analysis: Entry barriers: Market Entry is without toomany barriers.PsychographicAnalysis: Health consciousness:Health conscious customer feels need

for health enhancing drink for himand his family.


4/12


1/21/13


The number of female energy drink users grew by 74%between 2003- 2008 (Mintel, 2008)

The penetration in the market of women is 22.5%(Mediamark, 2008)


5/12


1/21/13

Usage

0

2

4

6

8

10

12


6/12


1/21/13

Health Drinks Industry in India

Juices account for 30%, nectar 10% and stored fruitdrinks constitute 60% of the market.

The total fruit juices and health drinks market hasgrown strongly over the past 5 years, in terms of both

value and volume.

In 2006, the total market was worth an estimated2.77bn at retail selling prices (rsp), having grown by30.7% since 2002

Health drinks and fruit drinks accounted for 40.6% ofthe total soft drinks market in terms of volume sales.


7/12


1/21/13

Major Players

Cadbury- BournvitaGSKCH (GlaxoSmithKline Consumer Healthcare)

-Horlicks, Boost, VivaNestle- MiloHeniz- ComplanGCMMF- Amul Shakti


8/12


1/21/13

Major Players

The competitivelandscape

Provide an overviewof productcompetitors, theirstrengths andweaknessesPosition eachcompetitors productagainst new product

A B

C

D

Pe

rf

or

m

an

ce

Pr

ic e


9/12


1/21/13

Market Strategy

Growth Strategy:Market penetration:Encouraging consumers ofcarbonated soft drinkstowards health drinks.

Product development:Introducing new flavours.Adding more nutritionalcomponents.Purely herbal.

Low calorie.


10/12


1/21/13

Segmentation

DEGREE OF SEGMENTATIONHealth drink industry follows SEGMENT MARKETING

in which target is CHILDREN MOTHERS

YOUNGSTERS


11/12


1/21/13

Product Segmentation

POWDER CATEGORYBrown drinks Segment :BOURNVITA, BOOST,

MALTOVA,COMPLANWhite Drink Segment: HORLICKS, COMPLAN, MILO

LIQUID CATEGORYFruit juicesFlavored dairy products


12/12


1/21/13

Competitors Share

The market is dominated by GlaxoSmithKline with about70 per cent share. Cadbury and Heinz have about 12 percent each, and Nestle only 3 per cent. In South and EastIndia, Horlicks is the market leader. In North India, where

it is seen as a taste enhancer, it faces competition fromBournvita and Milo.GlaxoSmithKline (Horlicks, Boost, Maltova, Viva) 69%Heinz (Complan)13.8%Cadbury (Bournvita)

12.9%Nestle (Milo)3.4%

Health drinks for pregnant women and lactating mothers

Documents

Transcript of Health drinks for pregnant women and lactating mothers