Boosting Boost
BOOSTING BOOST: CHARTING GROWTH OPPORTUNITIES
Team Name: Blitzkrieg
University : S.P. Jain Institute of Management & Research
Team Member1: Prateek Mukherjee
Email Address: pgcim14.prateek@spjimr.org
Telephone Number:
Team Member 2: Utsav Datta
Email Address: pgcim14.utsav@spjimr.org
Telephone Number: 750648448
Team Member 3: Yash Vardhan Banthia
Email Address: pgcim14.yash@spjimr.org
Telephone Number: 7506448460
EXECUTIVE SUMMARY
The Business Challenge
To increase the market share with the objective of doubling its market share in the next 5 years by undertaking brand building activities to increase top of the mind recall.
The Problem
Market mainly concentrated in south and low penetration in Pan India basis.
Product advertising strategy targeted to non-primary buyers.
Market Analyis
Consumer
Needs
Decision Maker
Mother
Nutrition fulfillment and mental growth of child
Primary Consumer and Influencer
Child
Taste and flavour
Brand analysis
Collaborators
Competition and Threats
Boost commands a strong presence and market penetration in South with a high market share and penetration level. • The tag line “Boost is the secret of my energy” which clearly
Strategy differentiates itself amongst other players in HFD segment
• The company has its established distribution channel Pan India through its other products like
Horlicks which has high penetration in all zones and
Boost itself has strong presence in Southern India.
• Major sales of Boost is generated from the Grocers and
Chemists accounting for 55% and 30% of overall penetration
In the brown health drink segment Bournvita is the market leader in the North and West while in South Boost has the highest market share.
Penetrating into Northern and
Western markets
Threats: Losing its market leader position in south
•
Future Strategy
Redefining Value Proposition to Change consumer perception about the brand to comprehensively increase market share.
Extending brand’s reach in
Team Name: Blitzkrieg
University : S.P. Jain Institute of Management & Research
Team Member1: Prateek Mukherjee
Email Address: pgcim14.prateek@spjimr.org
Telephone Number:
Team Member 2: Utsav Datta
Email Address: pgcim14.utsav@spjimr.org
Telephone Number: 750648448
Team Member 3: Yash Vardhan Banthia
Email Address: pgcim14.yash@spjimr.org
Telephone Number: 7506448460
EXECUTIVE SUMMARY
The Business Challenge
To increase the market share with the objective of doubling its market share in the next 5 years by undertaking brand building activities to increase top of the mind recall.
The Problem
Market mainly concentrated in south and low penetration in Pan India basis.
Product advertising strategy targeted to non-primary buyers.
Market Analyis
Consumer
Needs
Decision Maker
Mother
Nutrition fulfillment and mental growth of child
Primary Consumer and Influencer
Child
Taste and flavour
Brand analysis
Collaborators
Competition and Threats
Boost commands a strong presence and market penetration in South with a high market share and penetration level. • The tag line “Boost is the secret of my energy” which clearly
Strategy differentiates itself amongst other players in HFD segment
• The company has its established distribution channel Pan India through its other products like
Horlicks which has high penetration in all zones and
Boost itself has strong presence in Southern India.
• Major sales of Boost is generated from the Grocers and
Chemists accounting for 55% and 30% of overall penetration
In the brown health drink segment Bournvita is the market leader in the North and West while in South Boost has the highest market share.
Penetrating into Northern and
Western markets
Threats: Losing its market leader position in south
•
Future Strategy
Redefining Value Proposition to Change consumer perception about the brand to comprehensively increase market share.
Extending brand’s reach in