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.