TEAM-JAGERBOMB

INSTITUITION: IIM KOZHIKODE

V SHARADA vsharda17@iimk.ac.in 08589811480
VISWESH S viswesh1990@gmail.com 08589811483
S AKSHAYA sakshaya17@iimk.ac.in 08589812062

EXECUTIVE SUMMARY
EXECUTIVE SUMMARY:
This case was commissioned to examine the growth opportunities of Boost
energy drink ( a part of the GSK-CH) in the Indian HFD category.
The study draws attention to the fact that in 2013, market share of Boost was
11% and the planned growth rate was 12%.
The shares of their key competitors such as Bournvita, Complan, and
Horlicks across India were 14%, 12% and 46% respectively.
Though HFD being a mature market, the management expected Boost to
deliver higher growth of 18% in keeping with the organisations objectives.
The recommended options were:
a) To extend the brand positioning from solely energy proposition to taste
and nutritional values
b) To focus on the Northern and Western Indian markets where its current
share is low
We found that the second option was more feasible as it provided scaling and
penetration of fast growing rural markets over the first option which involved
huge investments in repositioning.
The addition of nutrients would be highlighted in the regular variant and
would not be highlighted in the new flavours.
B
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G
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Relative Market Position
HIGH
H
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LOW
L
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?
DOG CASH COW
BCG PRODUCT MATRIX FOR BOOST IN INDIAN
MARKETS
SOUTH
Horlicks
46%
Boost
11%
Bournvita
14%
Complan
12%
Pediasure
4%
Others
13%
All India
Horlicks
41%
Boost
25%
Bournvita
6%
Complan
9%
Pediasure
6%
Others
13%
South
Horlicks
25%
Boost
4%
Bournvita
35%
Complan
18%
Pediasure
6%
Others
12%
North
Horlicks
16%
Boost
4%
Bournvita
44%
Complan
13%
Pediasure
4%
Others
19%
West
COMPETITOR ANALYSIS- REGION WISE
1

GROWTH OPTIONS AVAILABLE FOR BOOST: AN ANALYSIS
PROS CONS PROS CONS
REPOSITIONING FROM ENERGY TO NUTRITION &
ENERGY
FOCUS ON THE NORTH AND WEST MARKETS
The repositioning of the brand from energy to nutrition might cause us to lose the unique
differentiation, confusing the existing buyers. Also, a one for all solution by Boost might reduce
credibility.
Whereas, focussing on the North and West markets gives us the benefit of scale and ownership of the
category, nation wide.

2

BOOST - MARKETING & BRAND BUILDING IN NORTH AND WEST HFD MARKETS IN INDIA (1/3)
Jar Refill
- Malt based HFD
in chocolate flavour
- Nutrients: Iron,
Vitamin-D,C and B,
Calcium, Copper
-Variants:
Choco clair
Choco Nut
Choco Caramel
Choco Zing


Sports magazines
Celebrity
endorsement
YouTube channel
Social media
marketing
BTL activities
Sales promotion
Sports event
sponsors

Supermarket
Hypermarket
Grocers
Kirana Stores
Schools/Colleges
Sports Academy
Gyms
Trains
Indian Armed
Forces
FUTURE MARKETING MIX STRATEGIES
Product Price (INR)s Place Promotion
90gm 25
200gm 99 94
500gm 204 198
750gm --- 310
1Kg --- 375
Introducing: 25gm
boost sachet, each
priced at Rs.8
Y1
5 Metros
Y2
5 Mini
Metros
Y3
33 Tier-2
cities:
Surat,
Baroda,
Faridabad
etc.
Y4
28 Tier-3
cities:
Noida,
Gurgaon,
Raipur
etc.
Y5
Scaling to
other
targeted
geographies
inclusive of
rural markets
PHASED SUPPLY CHAIN STRATEGY FOR NEXT 5 YEARS
New product variants and SKUs
- A smaller size trial pack (25gm)
From survey we found that first time buyers dont want to spend much
amount on bigger SKUs.
- Launch 2 NEW Flavours: CHOCO CARAMEL: 3X Stamina, now in
a delectable caramel flavour
and CHOCO ZING:
Benefits of extra Iron and
Dietary fibers in a yummy chocolate twist!

2X Chocolaty
3X Stamina
A
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t
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s
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A
d
-
G
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l

S
a
l
e
s
Time
MEDIUM HIGH HIGH N/A
Build
brand
awareness
Build
brand
preference
Focussed
marketing
in target
areas to
create
brand
loyalty
LOW
Since product
marketing is focussed
on the previously
unpenetrated North
and West markets
State of current
HFD market in
India
RENEWED PLC OF BOOST IN TARGET MARKETS
Image Source: http://blog.deonbotha.com/wp-content/uploads/sites/4/2011/09/dffc0-productlifecycle.gif
3

SPORTS
ACTIVITIES
MASS MEDIA
VIRAL
MARKETING
- INTERNET
AND SOCIAL
MEDIA
Throughout the time frame,
ensure strategic placements of
Vending Machines or
dedicated GSK Kiosks to
dispense Boost in various
schools and colleges (See
Appendix for Smart Cards and
Vending Machine Design.)
RECOMMENDATIONS: PROMOTION AND ADVERTISING STRATEGIES
BOOST - MARKETING & BRAND BUILDING IN NORTH AND WEST HFD MARKETS IN INDIA (2/3)
PROMOTION STRATEGIES YEARS 1&2
City marathons like
Delhi Marathon,
Mumbai Marathon
etc.
School sports day
events
Regional sports
tournaments
Sponsorship and
advertising like IPL,
World Cup
Product placement
in movies and realty
shows like MTV
Roadies, Big Boss
and vernacular
television
Dedicated YouTube channel
Advertising in Yahoo!, Rediff,
MSN, Facebook, Twitter
homepages
Tie-up with Zynga games to
develop android games
Online contest such as quiz based
on brand heritage and recognition
Viral marketing through social
media
Tie-ups and contracts with
boarding schools/private
colleges/ gyms/ corporate
clubs
Building relationship with
Engg/ MBA/ Medical Colleges
Sponsor events like Boost
Treasure Hunt, Rock-Band
competitions etc.
SALES
PROMOTION

STRATEGIC
PARTNERS
BTL
ACTIVITIES
PROMOTION STRATEGIES YEARS 3, 4 & 5
Targeting wholesalers and
retailers with margins
Free samples and freebies
Qtty and price discounts
Road shows
Promotional vans
distributing hot/cold boost
in rural areas
TIE UPS/
CONTRATCS
Trained sales personnel
deployed at various retail
stores near shelves which
stock Boost
Direct e-mail and PR
activities towards target
retailers
Influencing buying
decisions at the point of
purchase through
hoardings, banners and
other promotional
activities
Dedicated shelf for boost
in supermarkets
POINT OF
PURCHASE
1
2
Tie-up with Indian
railways to provide boost
along with existing
beverage choices in trains
and railway canteens
Sales and service within
the Armed Forces
distribution channel
4

BOOST - MARKETING & BRAND BUILDING IN NORTH AND WEST HFD MARKETS IN INDIA (3/3)
PACKAGING
BOTTLE DESIGN:
1. A Sleek design, with
Teflon/special wax coating inside the
bottle: this would ensure the non-
sticky flow of Boost. Can be sold at a
premium
2. A FREE FLOW CAP as shown
in the figure, to ensure ease of flow
and comfort to the users. Prevents
use of spoons: A source of clumping
of Boost.
LABEL:
1. For the regular pack, retain
the design, highlighting the
3XStamina
2. For the variants, focus on
the different flavours and
highlight them, keeping
stamina in the background
COLOUR:
Regular pack: RED
Choco Zing: Red with
molten chocolate lava image
in the bottom
Choco Caramel: Red and
Golden bottle
TO HIGHLIGHT:
In all the variants:
Highlight chocolaty
taste
Retain 3X Stamina
across variants
In regular pack:
Highlight nutritional
content
PROPOSED TAGLINES:
Jeet pehle kabhi itna
swadisht nahi tha
Taste in style, Run a mile
BOOST. Taste your
success
Taste. Energise.
Revitalise
Yeh swaad hai jo josh
mein badlein

The new proposed lid cap for the Boost
bottles: Addressing the common problems
of storage and coagulation.

The existing design is as shown.
5

INGREDIENT BRANDING:

Energy
Dietary Fibres
Vitamin D
Calcium
Sodium

To mention the
ingredients clearly
in all the variants.
Caters to the
needs of the
nutrient
conscious
customer
APPENDIX-1

Figures for Boost -
Year 2013

Figures for Boost -
Year 2018
Current Sales - All India 5.3344 Expected Sales - All India 10.109
Current Sales - South 4.978 Expected Sales - South 7.659
Current Sales - North 0.1432 Expected Sales - North 0.98
Current Sales - West 0.1432 Expected Sales - West 0.98
Current Category Penetration -
North
2.20%
Expected Category Penetration -
North
7.60%
Current Category Penetration - West 2.40% Expected Category Penetration - West 8%
Current Sales through Grocers 2.93392 Expected Sales through Grocers 6.78
Current Sales through Chemists 1.60032 Expected Sales through Chemists 3.6987
Current Sales through Modern trade 0.586784 Expected Sales through Modern trade 1.356
Current Sales through Paan Plus 0.213376 Expected Sales through Paan Plus 0.49316
Mkt Share in North and West 4% Mkt Share in North and West 8%
The Market share has been doubled
Table 1: Figures to Double the Market Share of Boost in North and West Markets
NOTE:

Calculations done with the assumption
that the HFD Indian Market is growing
at a CAGR of 9%

Calculations made using figures
provided in Case Exhibits 4 13

All sales figures in INR Billion
(
i
)

APPENDIX-2
VENDING MACHINE IDEA: TO PLACE THESE MACHINES IN SCHOOLS, COLLEGES & SPORTS ACADEMIES
CONCEPT IDEA FOR THE KIOSK
CONCEPT IDEA FOR THE VENDING MACHINE SMART CARD FOR STUDENTS
CONCEPT IDEA FOR THE VENDING
MACHINE
Options available in the Kiosk would include:
Hot Boost (in regular as well as flavour variants)
Cold Boost(in regular as well as flavour variants)
Hot Horlicks
Cold Horlicks
Supplementary options available though the Kiosk would be
branded with the name of Boost.
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THANK YOU