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TEAM-JAGERBOMB
INSTITUITION IIM KOZHIKODE
V SHARADA [email protected]
VISWESH S [email protected]
S AKSHAYA [email protected]
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EXECUTIVE SUMMARY
EXECUTIVE SUMMARY:
This case was commissioned to examine the growth opportunities of Boostenergy 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 was11% and the planned growth rate was 12%.The shares of their key competitors such as Bournvita, Complan, andHorlicks across India were 14%, 12% and 46% respectively.
Though HFD being a mature market, the management expected Boost todeliver higher growth of 18% in keeping with the organisationsobjectives.The recommended options were:a) To extend the brand positioning from solely energy proposition to taste
and nutritional valuesb) To focus on the Northern and Western Indian markets where its current
share is lowWe found that the second option was more feasible as it provided scaling andpenetration of fast growing rural markets over the first option which involvedhuge investments in repositioning.The addition of nutrients would be highlighted in the regular variant andwould not be highlighted in the new flavours.
BusinessGrowthR
ate
Relative Market Position
HIGH
HIGH
LOW
LOW
?
DOGCASH COW
BCG PRODUCT MATRIX FOR BOOST IN
MARKETS
SOUTH
Horlicks46%
Boost11%
Bournvita14%
Complan12%
Pediasure4%
Others13%
All India
Horlicks41%
Boost25%
Bournvita6%
Complan9%
Pediasure6%
Others13%
South
Horlicks25%
Boost4%
Bournvita35%
Complan18%
Pediasure6%
Others12%
North
Complan13%
Pediasure4%
COMPETITOR ANALYSIS- REGION WISE
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GROWTH OPTIONS AVAILABLE FOR BOOST: AN ANALYSIS
PROS CONS PROS C
REPOSITIONING FROM ENERGY TO NUTRITION &
ENERGY
FOCUS ON THE NORTH AND WEST M
The repositioning of the brand from energy to nutrition might cause us to lose the uniquedifferentiation, confusing the existing buyers. Also, a one for all solution by Boost might reducecredibility.
Whereas, focussing on the North and West markets gives us the benefit of scale and ownership of thecategory, nation wide.
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BOOST - MARKETING & BRAND BUILDING IN NORTH AND WEST HFD MARKE
Jar Refill- Malt based HFDin chocolate flavour- Nutrients: Iron,Vitamin-D,C and B,
Calcium, Copper-Variants:Choco clairChoco NutChoco Caramel
Choco Zing
Sports magazines Celebrity
endorsement YouTube channel
Social mediamarketing 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 25200gm 99 94500gm 204 198
750gm --- 3101Kg --- 375
Introducing: 25gm
boost sachet, each
priced at Rs.8
Y1
5 Metros
Y2
5 MiniMetros
Y3
33 Tier-2cities:Surat,Baroda,Faridabadetc.
Y4
28 Tier-3cities:Noida,Gurgaon,Raipuretc.
Y5
Scaling toothertargetedgeographiesinclusive ofrural markets
PHASED SUPPLY CHAIN STRATEGY FOR NEXT 5 YEARS
New product variants a
- A smaller size trial pack (25gm)
From surveywe found that first time buye
amount on bigger SKUs.
- Launch 2 NEW Flavours: CHOCO CAR
a delectable caramel flavour
and CHOCO ZING:
Benefitsof extra Iron and
Dietary fibers in a yummy chocolate twis
Advertising
Ad-Goal
S
a
l
e
s
MEDIUM HIGH HIGH
Buildbrand
awareness
Buildbrand
preference
Focussedmarketingin targetareas to
createbrandloyalty
LOW
RENEWED PLC OF BOOST IN
Image Source: http://blog.deonbotha.com/wp-content/uploads/sites/4/2011/09/dffc0-productlifecycle.gif
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SPORTSACTIVITIES
MASS MEDIA
VIRALMARKETING- INTERNETAND SOCIAL
MEDIA
Throughout the time frame,ensure strategic placements of
Vending Machines or
dedicated GSK Kiosks todispense Boost in variousschools and colleges (See
Appendix for Smart Cards andVending Machine Design.)
RECOMMENDATIONS: PROMOTION AND ADVERTISING STRATEGIES
BOOST - MARKETING & BRAND BUILDING IN NORTH AND WEST HFD MARKE
PROMOTION STRATEGIES YEARS 1&2
City marathons likeDelhi Marathon,Mumbai Marathonetc.
School sports dayevents
Regional sportstournaments
Sponsorship andadvertising like IPL,World Cup
Product placementin movies and realtyshows like MTVRoadies, Big Bossand vernaculartelevision
Dedicated YouTube channel Advertising in Yahoo!, Rediff,
MSN, Facebook, Twitterhomepages
Tie-up with Zynga games todevelop android games
Online contest such as quiz basedon brand heritage and recognition
Viral marketing through socialmedia
Tie-ups and contracts withboarding schools/privatecolleges/ gyms/ corporateclubs
Building relationship withEngg/ MBA/ Medical Colleges
Sponsor events like BoostTreasure Hunt, Rock-Bandcompetitions etc.
SALESPROMOTION
STRATPART
BTLACTIVITIES
PROMOTION STRATEGIES
Targeting wholesalers andretailers with margins
Free samples and freebies Qtty and price discounts Road shows Promotional vans
distributing hot/cold boostin rural areas
TIE UPS/
CONTRATCS
Trained sales personneldeployed at various retailstores near shelves whichstock Boost
Direct e-mail and PRactivities towards targetretailers
POINT
PURC1
2
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BOOST - MARKETING & BRAND BUILDING IN NORTH AND WEST HFD MARKE
PACKAGING
BOTTLE DESIGN:1. A Sleek design, withTeflon/special wax coating inside thebottle: this would ensure the non-sticky flow of Boost. Can be sold at apremium2. A FREE FLOW CAP as shown
in the figure, to ensure ease of flowand comfort to the users. Preventsuse of spoons: A source of clumpingof Boost.
LABEL:1. For the regular pack, retain
the design, highlighting the3XStamina
2. For the variants, focus onthe different flavours and
highlight them, keepingstamina in the background
COLOUR: Regular pack: RED Choco Zing: Red with
molten chocolate lava imagein the bottom
Choco Caramel: Red andGolden bottle
TO HIGHLIGHT: In all the variants:
Highlight chocolatytaste
Retain 3X Staminaacross variants
In regular pack:Highlight nutritionalcontent
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 pbottles: Adof storage
The existin
INGREDIENT BRANDING:
EnergyDietary FibresVitamin DCalcium
Sodium
To mention theingredients clearlyin all the variants.Caters to theneeds of thenutrient
conscious
customer
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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 7.659Current 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:
Calculatio
that the HFat a CAGR
Calculatioprovided i
All sales f
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APPENDIX-2
VENDING MACHINE IDEA: TO PLACE THESE MACHINES IN SCHOOLS, COLLEGES & SPORTS ACADEMIES
CONCEPT I
CONCEPT IDEA FOR THE VENDING MACHINE SMART CARD FOR STUDENTS
CONCEPT IDEA FOR THE VENDINGMACHINE
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.
ELECTRONIC
USEONLY
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THANK YOU