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    Sagar Bhardwaj
    This document summarizes a survey about health drink preferences in India. It finds that Bournvita has the highest preference at 63.3%, followed by Horlicks at 14.3% and Boost at 12.2%. Taste is the most important factor affecting selection at 63.3%. Most people consume health drinks once a day (73%) and purchase them from retailers (78%). Television is the most common source of information about products (41%). The conclusion recommends ways for the brands to expand, including new products for Bournvita and improved preparation options for Horlicks.

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    CB Presentation

    Uploaded by

    Sagar Bhardwaj
    23 views13 pages
    This document summarizes a survey about health drink preferences in India. It finds that Bournvita has the highest preference at 63.3%, followed by Horlicks at 14.3% and Boost at 12.2%. Taste is the most important factor affecting selection at 63.3%. Most people consume health drinks once a day (73%) and purchase them from retailers (78%). Television is the most common source of information about products (41%). The conclusion recommends ways for the brands to expand, including new products for Bournvita and improved preparation options for Horlicks.

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    This document summarizes a survey about health drink preferences in India. It finds that Bournvita has the highest preference at 63.3%, followed by Horlicks at 14.3% and Boost at 12.2%. Taste is the most important factor affecting selection at 63.3%. Most people consume health drinks once a day (73%) and purchase them from retailers (78%). Television is the most common source of information about products (41%). The conclusion recommends ways for the brands to expand, including new products for Bournvita and improved preparation options for Horlicks.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    23 views13 pages

    CB Presentation

    Uploaded by

    Sagar Bhardwaj
    This document summarizes a survey about health drink preferences in India. It finds that Bournvita has the highest preference at 63.3%, followed by Horlicks at 14.3% and Boost at 12.2%. Taste is the most important factor affecting selection at 63.3%. Most people consume health drinks once a day (73%) and purchase them from retailers (78%). Television is the most common source of information about products (41%). The conclusion recommends ways for the brands to expand, including new products for Bournvita and improved preparation options for Horlicks.

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    You are on page 1of 13

    PRESENTED BY

    RISHABH MISHRA (BM-018260)


    RISHABH SHARMA(BM-018261)
    RISHABH SHUKLA(BM-018262)
    RITU KUMARI(BM-018263)
    RISHAV MANAV(BM-018264)
    INTRODUCTION
    • Heath drinks market in INDIA.
    • Market size is 1.32 billion.
    • BOURNVITA, HORLICKS, BOOST & COMPLAN commands 70% of
    market share.
    • Used as NUTRITION & ENERGY supplements by children & adult.
    • BOURNVITTA & HORLICS emphasized the significance of taste in the
    choice of heath drinks among masses.
    BOOST
    • Positioned as energy fuel.
    • Power booster (Copper & Biotin).
    • First HFD to use celebrity ads.

    COMPLAN
    • Target market children above 4years.
    • Positioned as complete planned food.
    • More nutrients.
    RESEARCH OBJECTIVE
    • Factors responsible for choosing a health drink brand.
    • Satisfaction level of customers.
    • Customers attitude.
    • Customers perception.

    SURVEY METHOD
    • Primary data had been collected through an online survey considering
    the children & adults using convenience sampling method.

    SAMPLE SIZE - 49
    Preference of people
    COMPLAN 10.2

    BOOST 12.2

    HORLICKS 14.3

    BOURNVITA 63.3

    0 10 20 30 40 50 60 70

    Prefrence of People
    How often do you consume? (in %)

    7% 2%

    18%

    73%

    once a day twice a day weekly Occasionally


    What factors affect the Selection (in %)

    COMPOSITION 6.1

    BENEFIT 18.4

    TASTE 63.3

    BRAND 12.2

    0 10 20 30 40 50 60 70
    Series 1
    Point Of Purchase of Health drink(in %)

    4% 2%

    16%
    Retailer
    Wholesaller
    Online
    others

    78%
    How do you come to Know about the product ? (in%)

    14%

    41% Television
    Newspaper
    Family and Friends
    others
    41%

    4%
    CONCLUSION
    BOURNVITA
    • It has gained considerable preference over its Cadbury parcentage. It
    increases the strength of milk. Bournvita needs to expand its product
    range to target different segments.
    HORLICKS
    • Enjoys strong brand equity, however can improve its consumption by
    enhancing its usage by its preparation in water & using vending
    machines ensuring its presence in schools & offices.
    BOOST
    • It provides the necessary energy for growing children, however it
    ranks low on clinical approval vis-à-vis its competitors.
    COMPLAN
    • It loses market share to BOURNVITA in term of pricing.
    • It claims as being a substitute to food is not accepted well by all
    consumers.

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