a report on understanding nutritional beverages in delhi/ncr markets

A REPORT ON

“UNDERSTANDING NUTRITIONAL BEVERAGES IN DELHI/NCR MARKETS”

(MALTED DRINKS) A Consumer Perspective

By

Rishabh Hingar

09BS0001902

The Nielson Company

A report submitted in partial fulfillment of the requirements of MBA Program of ICFAI University, Dehradun

Distribution List Mr. Sandeep Pande, Senior Manager, Nielson

Mrs. Shalini Khandelwal Faculty guide, IBS Gurgaon

Date of Submission April 15, 2010

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AUTHORISATION

The report is submitted as partial fulfillment of the requirement of MBA Program of ICFAI University, Dehradun.

The report does not contain any element which has been prohibited for use due to organizational confidentiality. There is no breach of any privacy terms. It is prepared in accordance to the organizational policies and procedures.

The database used for supporting my conclusions and recommendations of the research is solely my own. It represents surveys, interviews which are conducted by me at an individual level.

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ACKNOWLEDGEMENTS

During the course of my SIP journey, I have taken help from several people for project execution. I am extremely grateful to them for their valuable contribution as my project would have been incomplete without their valuable guidance.

Organizational Guide Sandeep Pande

Company Officials Tushar Goyal

I would like to express my special gratitude to my faculty guide Mrs. Shalini Khandelwal for her continuous guidance during the tenure of internship. She offered amazing insights concerning “Food and Beverages Market” which proved to be very helpful to me. Ma’am had always been very supportive.

I would also like to thank my sister, Anchal Hingar for her valuable feedback. Her expertise in Marketing Research (MR) helped me highly in comprehending MR process.

Last but not the least, my family for constantly motivating me to perform well and co-operating with me.

I thank them all for their help. It is just that on paper, Project has been prepared by me, but in actual it is a result of continuous efforts by many people.

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Executive Summary

Nutritional beverages form an essential part of today’s modern lives of children .This project is an attempt to explore the consumer dynamics : consumer taste & preference, role of these beverages in the lives of people, perception of various brands of nutritional beverages among consumers, their knowledge level about the products and the effect of 4Ps (product, price, place and promotion) on them.

The Nielsen Company, is a leader in Market Research. It is my privilege to be associated with Nielsen (Jai Singh Road,Connaught Place Branch) and be a part of the project “Understanding Nutritional Beverages in Delhi/NCR Markets”. The project is executed in three phases A) Pilot Survey B) Main Survey C) Analysis of the surveys and findings. Target Respondents (Sample size to remain same for both the surveys)

Mothers (30) Children (30) [Age 4-16 years old] Medical Store Personnel (30)

A structured questionnaire is used for interviewing the respondents.

Target Areas/Places : Delhi and Gurgaona) Shopping Mallsb) Random Street Selections c) Medical Stores

The Survey shows that GSK is the market leader with Horlicks alone occupying above 40% market share, closely followed by Bournvita. Complan and Boost are other popular brands. Although, Nutritional beverages have been positioned as a health drink, but majorly consumers use it as a “ milk taste enhancer ”.Chocolate is a predominant flavor as more than 90% consumers prefer it. Proteinex and Pediasure are preferred brands among medical store personnel. Consumers are by and large satisfied with nutritional beverages. The major reason for switching brands is “ need/craving for a change ” .i.e. just to try a new brand because of the monotony of existing taste. Advertisements are seen as a major purchase trigger .At the time of sickness of a child, the intake of nutritional beverages does not increase.

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TABLE OF CONTENTS

Cover 1

Title Page 2

Authorization 3

Acknowledgement 4

Executive Summary 5

List of illustration 9

1 Introduction

1.1 Purpose of the project 12

1.2 Objectives and Limitations of the report 16

1.3 Sources and Methods 17

1.31 Sources 17

1.32 Methodology 18

1.321 Project Schedule 19

1.322 Research Design 20

1.4 Brief Introduction

1.41 An Overview of FMCG Sector 22

1.42 Beverages 27

1.43 Nutritional beverages 31

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1.44 The need of Understanding Nutritional Beverage 32

1.45 Major Players in Indian Nutritional Beverage 34Market

1.46 Glaxo Smithkline (GSK) 37

1.461 Horlicks 38

1.462 Boost 39

1.463 Maltova & Viva 41

1.47 Heinz India 42

1.471 Complan & Glucon D 43

1.48 Cadbury India 45

1.49 Nestle India 46

1.50 Abbott India 48

1.51 Wockhardt 49

2 Main Text

2.1 Description of Survey 50

2.2 Data Collection 51

2.3 Brand Association 63

2.4 Recent Development in nutritional beverage 64markets

3. Conclusion and Recommendations

3.1.1 Findings 65

3.1.2 Differences observed during Pilot 67

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and main survey

3.1.3 Delta Moments 68

3.1.4 Purchase Funnels 69

3.1.5 Conclusions 73

3.1.6 Recommendations 75

4 Attachments ( Annexure )

4.1 Calculation Sheet 76

4.2Background Material (Surveys) 82

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LIST OF IILUSTRATION

List of Figures

1.1 Mother’s Dilemma 12

1.2 FMCG Value growth over the years 22

1.3 India’s FMCG Market Share 23

1.4 FMCG growth prospect 24

1.5 FMCG Industry Category Break up 26

1.6 Beverage – Classification 27

1.7 Nutritional Beverage Market Share 35

1.8 GSK – Brands 37

1.9 Heinz Brands 42

2.0 Nestle Brand 46

2.1 Others 47

2.2 Market Share 51

2.3 Consumer Knowledge Level 53

2.4 Does the intake of nutritional beverage increase 55at the time of sickness

2.5 Reason for taking nutritional beverage 56

2.6 Switching Pattern 57

2.5 Reason for switching 58

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2.6 Does nutritional intake increase at the time 57 Of sickness

2.7 Dominant Flavor 59

2.8 Purchase Trigger 60

2.9 Purchase Frequency 61

3.0 Consumer Satisfaction Level 62

3.1 Brands Preferred by Medical Store Personnel 63

3.2 Brand Association 64

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child's "picky eating habit "

averse to " drinking plain milk

"

lack of nutritionimproper diet

Unhealthy kid, slow growth and

development

PURPOSE OF THE PROJECT

Traditionally, Indian consumers have resorted to fresh juices, natural food & fruits, “shudh ahaar” for gaining nutrients.But, with the growing urbanization, consumers are now migrating to products which give them instant nutrition without dedicating much time.Mothers have always been worried about their child’s health and nutrition.Most of the nutritional beverages actually target growing children as their potential users.

MODERN LIFE ISSUES

Working mothers don’t have much time to look after their kids. Hence, are always concerned about child’s health and nutrition.

Kid’s “picky eating habits” have always kept mothers worried about their health and nutrition. Hence, they look out for source of food which finds acceptance among kids and also give them required nutrition. Nutritional beverages are known for their taste and flavor and are a favorite among kids.

Mother’s DILEMMA

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MILK

COMPLETE FOOD

FULL OF NUTRITIONBALANCED FOOD

SHUDH AHAAR

Milk in our society, is the most revered food. Many kids are averse to drinking “plain milk”. Given, the perception of milk in our society as a “complete food”, nutritional beverages have become a favorite among mothers.

It is the most selling fmcg product (Source: HT report April 6, 2010)

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OTHER FACTORS

Due to rapidly changing Economic & Social drivers

Given, the changing demography of our nation

Rising middle class

Increasing consumer spending

Greater focus on health and lifestyle

Nutritional Beverages offer tremendous potential for growth as consumers are becoming more aware, literate. There is a new variety of consumers which are fast emerging “Health Conscious Consumers”. Consumers are concerned about diet and health, particularly with all the media focus on obesity and diabetes. With the changing life style, increased awareness and health concerns; consumers are now switching over to more healthy drinks over carbonated soft drinks

Nutritional beverages offer exciting range of opportunities for entrepreneurs as well as consumers. It has become a strong potential market for the FMCG companies to explore. The health beverage segment is amongst the fastest

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growing led by nutritional/energy/sports drinks reinforcing the global phenomenon of the emerging trend of consumer focus on health.Hence, my project on “Understanding Nutritional Beverages in Delhi / NCR Markets” - A Consumer Perspective is an attempt to comprehend nutritional beverages from consumer point of view. During the course of my project i shall try to explore consumer dynamics with respect to nutritional beverages, ascertain consumer knowledge level about nutritional beverages, its role in the lives of consumers. On the basis of above discussion it is safe to conclude that nutritional beverages, certainly is an interesting sectoring to watch out.

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OBJECTIVES

To study consumer habits, preferances, attitudes, taste with respect to Nutritional Beverages.

Effect of 4 Ps (Product, Price, Place, Promotions) of Nutritional Beverages on Consumers.

Ascertain Consumer Knowledge level about Nutritional beverages

Role of Nutritional Beverages in the lives of consumers

Perception of different brands among Consumers, Health Experts.

LIMITATIONS

Although. Nutritional beverages are positioned as “health drinks”. But people, in general perceive it as a “milk taste enhancer”.

It was difficult to interview Health Experts due to lack economic of resources.

Respondent may give biased view due to certain stereo-tyes/halo effects.

There might have been some mistake while interviewing respondents due to lack of experience

SOURCES AND METHODS

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Primary Sources

I have conducted face – face interviews of the targeted people (mentioned below under the head “Research Design”)

Secondary Sources

I have referred to a few texts on “Marketing Research” for a greater understanding of Marketing Research Methodology

Continuous guidance by my sister, Anchal Hingar (Marketing Research Analyst).

.www.myprotinex.com/

www. abbott .co.in/

www. boost .com/

www. gsk -ch.in/

www. cadburyindia .com

www. heinz .co.in

www.csostat.gov.mm

www.equitymaster.com

Nielsen 360 Degree Conference

“Changing Times, Changing Consumers, Changing Rules of Marketing ", 4th November, 2009, the Grand Ballroom, Leela Kempinski, Mumbai

METHODOLOGY

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http://www.equitymaster.com/

http://www.csostat.gov.mm/

http://www.heinz.co.in/

http://www.cadburyindia.com/

http://www.gsk-ch.in/

http://www.boost.com/

http://www.abbott.co.in/

http://www.myprotinex.com/

Methodology Purpose Personal Interviews of Consumers

Mothers

Medical Store Personnel

Children

Mothers look after the health and nutritional needs of the child. They have thorough understanding of child’s needs. Also, the decision making power vests with them. Hence, by conducting face- face interview of mothers it shall be helpful to understand nutritional beverages from consumer point of view.

Medical Store personnel shall help us to ascertain the “buying trend of nutritional beverages”, which brands are more preferred. Children are the end user of nutritional beverages. Our attempt shall be determine their taste and preference for the brands.

Note: During the course of project, Three Health Experts (general physician) had been interviewed for greater understanding of nutritional beverages. The Objective is to ascertain the role of these beverages in the lives of consumers, consumer perception, taste & preference. Mothers often consult them for advise about their child’s diet.

PROJECT SCHEDULE

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DATE

21st Feb – 1st

March

1st March– 10th March

10thMarch-15th

March

15th March-10th

April

10April-15th

April

15th April- 7th

May

7thMay-12th May

ACTIVITIES

Understand marketing research process ( thorough understanding of research methodology, objectives )

Undertstanding Nutritional beverages. Collecting secondary data by visiting websites of

major brands. Submit IIR ( Initial Information Report ) by 5th

March Reading articles related to health drinks.

Making Questionaires for the project by carefully examining the project objectives.

Submit Project Proposal by 16th April. Conducting Surveys using a standardized

questionnaire ( Pilot Survey ) Visiting

Shopping Malls ( Sahara Mall, MGF Mall, Ansal Plaza )

Bangla Saheb ( Connaught Place ) Janpath area ( Connaught Place ) Random Street Survey (Saraswati

Vihar,Chakkarpur, Maruti Vihar ) Analysing Data Submitting Interim Report

Conducting Main Survey

Analysing Data Submitting Final Report

RESEARCH DESIGN

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Pilot Survey

Main Survey

Random sampling to recruit respondents for the study.

The Survey will be conducted into two phases

Pilot Survey (Sample Space: 90) Main Survey (Sample Space: 90)

Face to Face interviews using a structured questionnaire.

Mothers (30)Children (30)Medical Store Personnel (30)

Region Covered : Delhi / NCR

Target Group

Stage 1 Stage 2 Stage 3Pilot Survey Main Survey Conclusions

(Interviewing Mothers + Children+ Medical Store Personnel)

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AN OVERVIEW OF FMCG SECTOR

FMCG represent Fast Moving Consumer Goods, it is one of the fastest growing industry in India. India’s FMCG sector is the fourth largest sector in the economy and creates employment for more than three million people in downstream activities. Its principal constituents are

Household Care

Personal Care

Food and Beverages

( Source : AC Nielson Survey )

Over the past few years, FMCG has emerged as one of the fastest growing sectors in our country ( as shown in the figure above ).

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FACTS ABOUT FMCG

(Source: www.csostat.gov.mm )

Products which have a quick turnover and relatively low cost are known as Fast Moving Consumer Goods (FMCG).

The Indian FMCG sector is the fourth largest sector in the economy with a total market size of US $ 18 billion as of 2009

By 2015, the sector is predicted to scale up to US $ 33.4 billion.

The sector generates 5% of total factory employment in the country and is creating employment for three million people, especially in small town and rural India

FMCG Sector shall continue to grow at a compounded annual growth rate of 20-25% over next 5-7 years.

(Source: central statistical organization estimates)

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http://www.csostat.gov.mm/

(Source: nielson 360 Degree conference)

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FOOD AND BEVERAGES

PERSONAL CARE

HOUSEHOLD CARE

FMCG is divided into three major categories

Household Care

Personal Care

Food and Beverages

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(For the year 2009-10)

(Source: equitymaster.com)

[Kindly note during the course of our project, focus shall be entirely on “Food and Beverages” sector. Particularly “Nutritional Beverages”]

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BEVERAGES

ALCOHOLIC BEVERAGES

NON ALCOHOLIC BEVERAGES

NUTRITIONAL

BEVERAGES

( boost, horlicks,

Bournvita, milo )

SOFT DRINKS

(colas, sparkling

water, iced tea,

lemonade )

HOT BEVERA

GES( hot

chocolate, hot

tea ,coffee, milk )

What are Beverages?

A drink, or beverage, is a liquid which is specifically prepared for human consumption. In addition to filling a basic human need, beverages form part of the culture of human society.

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FACTS ABOUT FOOD AND BEVERAGE INDUSTRY

The size of the Indian food processing industry is estimated to be around 65.6 billion dollars.

The health beverage industry is valued at 230 million dollars.

The total soft drink market (carbonated beverages and juices) is valued at one billion dollar.

The segment for non-alcoholic beverages and health drinks is growing at 30%, against about 3-4% for carbonated drinks.

(Source: cso estimates)

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NUTRITIONAL BEVERAGES

What do we understand by the term “Nutrition”?

Nutrition is an input to and foundation for health and development. Interaction of infection and malnutrition is well-documented. Better nutrition means stronger immune systems, less illness and better health. Healthy children learn better. Healthy people are stronger, are more productive and more able to create opportunities to gradually break the cycles of both poverty and hunger in a sustainable way. Better nutrition is a prime entry point to ending poverty and a milestone to achieving better quality of life.

(Source: WHO, www.who.int/nutrition/en/who)

What are nutritional beverages?

Nutritional Beverages represent health drinks (non carbonated drinks). They serve as additional source of nutrition (supplements) for consumers. It is significant to note that Nutritional Beverages differ from carbonated drinks.

[PLEASE NOTE: This project is a study on Nutritional Beverages (Malted Drinks only) for children. Nutritional Beverage is a broad term which includes other health drinks like Organic fruit juices, Butter milk, pasteurized toned milk etc. During the course of the project, the term “Nutritional Beverage” shall be used several times, here it refers to ‘malted drinks category’ for children only]

During the course of the project,Nutritional Beverages do not refer to:

Carbonated Drinks (like Coke, Pepsi, Maaza etc)

Refreshment Drinks ( maaza, frooti etc. )

Nutritional Beverages are drinks for overall well being. They contain all the nutrition like vitamins, proteins, carbohydrates, although recently lot of fmcg companies like Glaxo Smithkline, have come out with specific nutrient beverage like Boost High Protein, Boost Glucose Control, Boost Pudding etc.THE NEED OF UNDERSTANDING NUTRITIONAL BEVERAGES

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low weight issue

lazy, inactive, lethargic

slow mental and physical

development

improper diet, stubborn kid

short in height

Traditionally, Indian consumers have resorted to fresh juices, natural food & fruits, “shudh ahaar” for gaining nutrients.But, with the growing urbanization, consumers are now migrating to products which give them instant nutrition without dedicating much time.Mothers have always been worried about their child’s nutrition.Most of the nutritional beverages actually target children as their potential users.

Demanding Career

With women becoming more career conscious and coming at par with men in terms of education, overcoming gender constraints. Working women don’t get much time to look after their kids. Hence, are always concerned about their child’s nutrition and health. They look for products which can provide complete nutrition and a balanced food to their loved ones. Hence, Nutritional beverages have become an important source of nutrition for the children.

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Kids “picky eating habits” have always kept mothers concerned about their child’s nutrition intake.

Increasing Consumer Spending

New emerging Health Conscious Consumers

Changing Demography (Fast expanding Middle Class Population)

Increasing urbanization (Focus on Lifestyle & Health)

Rising Disposable Income

The latest AC Nielsen study of the food and beverage categories states that beverages that support healthy diets are among the world's fastest-growing food and beverage categories. The healthy beverage segment was amongst the fastest growing led by nutritional/energy/sports drinks reinforcing the global phenomenon of the emerging trend of consumer focus on health.

Consumers are concerned about diet and health, particularly with all the media focus on obesity and diabetes. With the changing life style and increased awareness and health concerns; consumers are now switching over to more healthy drinks over carbonated soft drinks

It's not just the potential size of the market that makes this segment so attractive to food companies. Health foods can also contribute to a healthy bottom-line. Not only is the segment growing faster, margins here are higher, too.

Given the trend, Nutritional beverages offer exciting range of opportunities for entrepreneurs as well as consumers. Hence, my project is an attempt to explore the consumer dynamics with respect to Nutritional Beverages.

MAJOR PLAYERS IN

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INDIAN NUTRITIONAL BEVERAGE MARKET

Glaxo Smithkline (GSK)

Heinz India

Nestle India

Cadbury India

Wockhardt

75%13%

12%

GSK Heinz India Others

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(Source: AC Nielson report on market share)

Pie Chart showing share of companies in Nutritional Beverage Market

Glaxo Smithkline is a clear market leader in health drinks market with four major brands in its portfolio

HorlicksBoostMaltovaViva

Heinz India is second with brands like

ComplanGlucon D ( instant energy drink )

75%13%

12%

GSK Heinz India Others

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DRINKS

GLAXO SMITHKLINE (GSK)

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Glaxo Smithklike is a leading healthcare company born out of the merger of two leading international organizations: GlaxoWellcome and Smithkilne Beecham.

GSK is a market leader in nutritional beverage market. It has four iconic brands in its portfolio

Horlicks

Boost

Maltova

Viva

HORLICKS

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“the great family nourisher”

In the Indian Markets, GSKCH’s journey began with Horlicks.Horlicks is the leading health food drink in India and ‘Most Trusted Drink Brand’ (Economic Times survey, 2004). It enjoys a share of more than half of the health food drink market.

Although, it has been a popular brand in the Indian market since the 1930s, Horlicks underwent a revamp in 2003, to further increase its relevance. The modern and contemporary Horlicks offers ‘pleasurable nourishment ‘with a delicious range of flavors including Vanilla, Toffee, Elaichi and Chocolate.

With revitalized packaging synergistic with the new brand personality, it is favorite with both mothers for its nourishment and kids for its great taste and variety.Horlicks in different packages

Horlicks Ninja

Junior Horlicks

Mother’s Horlicks

Horlicks Lite

Horlicks Biscuit

Horlicks is a beneficial supplement for children to aid not only their growth , but also enhanced attention and concentration

Horlicks Ads and Promos, promise consumers to help in becoming

( Horlicks has been positioned as a “ great family nourisher ” )

Sharper Taller Stronger

BOOST

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“is the secret of my winning energy”

Boost is India’s leading malt based health food drink in a chocolate flavor.

Boost has a market share of 13% countrywide amongst all health food drink (HFD), while in South India - the biggest region for the category - it commands a market share of 24%.

[Source: AC Nielsen Retail Audit, as shown in GSK Official Website www.gsk-ch.in/Boost.aspx ]

Boost is the first HFD to have used a celebrity endorsement to convey its energy proposition and has thereby differentiated itself from other brands. Flavors available: chocolate, strawberry, vanilla.

It is also the first brand in this segment to have developed a ‘shrink – sleeved’ packaging way back in 1999. In recognition of this, Boost has won the prestigious World star award for its packaging.

Boost has the highest frequency of purchase among all brown powder users in India (Source: IMRB Household Panel)

Boost has a household penetration of 40-45% in several cities and towns

in south india. In towns like Chennai and Madurai this penetration

exceeds 50%. (Source: IMRB Panel)

Boost in different packages

Boost Plus

Boost High Protein

Boost Glucose Control

Boost Pudding

Boost DrinkBoost Ads and Promos, promise consumers to help in

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http://www.gsk-ch.in/Boost.aspx

(Boost has been positioned as an energy booster promising high physical endurance and is recognized as a sports brand among children)

High Energy Booster

Champion (“boost is the secret of my winning energy”)

Stronger

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MALTOVA

“the yummy choco malt drink”

Maltova, a chocolate health food drink was acquired from Jagatjit Industries Limited in Feb. 2000. It is extremely tasty and makes nourishment truly enjoyable and exciting.

Maltova has again been restaged in November 2004, with an attractive new packaging that connotes an extremely high taste appeal and and a sense of fun and excitement. The communication and the promotions have been made more exciting by bringing in cartoon characters like Scooby Doo.

Maltova has been positioned as a tasty chocolate-based drink for children

VIVA

“start to a healthy and bright day”

Well begun is half done! Viva is based on the belief that a good start to the day ensures that the rest of it goes well too.

New viva has VitahealthTM - a combination of 9 essential vitamins. Viva contains the natural goodness of milk, wheat and malted barley.

Viva has been positioned as a traditional family health drink.

HEINZ INDIA

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DRINKS

COMPLAN

GLUCON D

The H.J. Heinz Company, headquartered in Pittsburgh, Pennsylvania, is the most global of all U.S.-based food companies Heinz India provides taste and nutrition through globally trusted products like Heinz Tomato Ketchup and strong local products like Complan - with extra growing power, Glucon-D - the refreshing energy drink,

Heinz products synergize the three pillars of the Heinz tradition namely TRUST, TASTE & NUTRITION.

Heinz India has strongly established itself in Indian Nutritional beverage Market through its famous brand

Complan

Glucon D

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COMPLAN

“the complete planned food”

Complan is the leading health food drink in India. It is a nutrition expert in the category and its formulation is designed as per Indian RDA. It’s available in various flavors (strawberry, caramel, mango, family – malt, natural, kesar badam, family lite, chocolate)

It is positioned as a “complete planned food” for growing children.

Complans Ads and promos promises consumers

Growth: “to grow twice as fast”

Mental development

GLUCON D

“glucon d replenishes lost energy”

Glucon-D was introduced in 1933 and has been the category creator and dominant market leader ever since. It is a glucose based beverage and is available in powder form. With 99.4 % of pure glucose it is easily absorbed by the body and is available for energy. It is available in various flavors ( tangy orange, nimbu pani, regular, froot energy – pineapple )

Glucon-D was adjudged as the 16th most trusted brand in the Brand Equity Survey 2008. It stood at No.3 amongst beverages.

Glucon-D consumption cuts across Socio Economic Classes, Age groups and geographies and reaches out to more than 4 crore Households today

(Source: www. heinz .co.in )

Brand positioned as “an instant energy drink”

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http://www.heinz.co.in/

Glucon D Ads and promos promises consumers

Instant Energy

Body Glucose

CADBURY INDIA

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BOURNVITA

'Real Achievers who have grown up on Bournvita'.

Cadbury Bournvita was launched in 1948. It is among the oldest brands in the Malt Based Food / Malt Food category with a rich heritage and has always been known to provide the best nutrition to aid growth and all round development.

Throughout its history, Cadbury Bournvita has continuously re-invented itself in terms of product, packaging, promotion & distribution. The Cadbury lineage and rich brand heritage has helped the brand maintain its leadership position and image over the last 50 years.

Given its market share of 17%, Cadbury Bournvita reaches across hundreds of cities, towns and villages through 3,50,000 outlets in India. (Source: www.cadburyindia.com)

Flavors available (chocolate, caramel)

Brand positioned as a beverage for arming growing children with confidence to take on physical and mental challenges that nobody else can.

Bournvita Ads and promos promises consumers

Mental Development

Physical Development

NESTLE INDIA

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NESTLEMILO

Nestle India, the FMCG giant, is a vibrant Company that provides consumers in India with products of global standards and is committed to long-term sustainable growth and shareholder satisfaction. It is acknowledged amongst India's 'Most Respected Companies' and amongst the 'Top Wealth Creators of India'.

MILO

Nestle entered nutritional beverage market (malt drink segment) with its product Milo. Though, the brand has so far not earned a substantial market share, and is still far behind of its competitors Horlicks, Boost. But, Nestle is confident of reviving the product.

Milo Ads and promos promises consumers

mental & physical agility

Actigen – E (unique mix of B-vitamins and other key micro nutrients which help optimize energy release effectively.

OTHER KNOWN BRANDS

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[Kindly note: “proteinex” is a dominant brand as a protein health supplement.]

PEDIASURE

PROTEINEX

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http://www.abbott.com/

Pediasure is a complete and balanced nutritional product designed to meet the nutrient needs of children 2-10 years of age.

Pediasure also is a healthy, between-meals snack, for picky eaters. It also provides nutritional support for children aged 2 to 10 years with chronic conditions requiring supplemental or sole source nutrition, such as cerebral palasy, cystic fibrosis, developmental delays, AIDS, cancer, cardiac disease, neurological disorders, and failure to thrive. Also in children with acute conditions: trauma, burns, before and after surgery..

Flavors available: vanilla and chocolate.

WOCKHARDT

Wockhardt is a global, pharmaceutical and biotechnology company that has grown by leveraging two powerful trends impacting the world of medicine - globalization and biotechnology.

PROTEINEX

“Every day Good health”

Wockhardt’s protein supplement “Proteinex” is a dominant brand in its category. Protinex is a scientifically formulated balanced nutrition supplement with the power of protein and fortified with essential minerals and vitamins

It is positioned as a brand for growing children, professionals, mothers (for all age group).

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Proteinex Ads and promos promises consumers

Strength Immunity

Stamina

Nourishment

Proteinex in different packages

Mama proteinex

Protein junior

Proteinex Total

Proteinex Diabetes

(Flavors available vanilla, chocolate)

DESCRIPTION OF SURVEY

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The survey is conducted in two phases pilot survey followed by the main survey. The pilot survey is aimed at carefully observing the response of targetted people. Certain changes in questionnaire have also been introduced based on the response of the consumers. (kindly go through the annexures to see Questionaires)

So far, Pilot Survey has been conducted and lot of problems is faced in conducting interviews of “Health Experts” due to lack of economic resources.

After the completion of pilot survey, The second phase of project involved conducting Main Survey.

The target respondent

Mothers (30)Children (30)Medical Stores (30)

Target places ( where survey was conducted )

Shopping Malls ( outside Sahara Mall, MGF Mall, Ansal Plaza ) Bangla Saheb ( Connaught Place )Janpath area ( Connaught Place )Random Street Survey ( SaraswatiVihar, Chakkarpur, Maruti Vihar )

The survey has been conducted in a sequential manner. The chosen respondents have given a very positive feedback and the purpose of survey has been fulfilled.

Sample Size (Pilot Survey –90) (Main Survey-90)

[The Data Collection shows collated results (pilot and main survey results are combined to show overall findings of the survey)

DATA COLLECTION

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Out of the total respondents interviewed, the statistics below show percentage of people who had these brands on top of their minds(1), Spontaneous(2) and Aided(3)

Figure 1

Top of the mind Spontaneous Aided0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

OthersBoostComplanBournvitaHorlicks

Clearly, Horlicks is a market leader with around 45% market share. Followed by Bournvita with a 30% market share.

Footnotes

(1) “ Top of the mind ” refers to the first brand which strikes one’s mind when we say the term “ nutritonal beverage ”

(2) “Spontaneous” refers to the brands which strikes one’s mind after the first brand

(3) “Aided” refers to those drinks which are first reminded by the interviewer to the respondent and then he recalls it.

Consumer Knowledge Level

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MAIN SURVEYFigure 2

Yes33%

No67%

Chart Title

PILOT SURVEYFigure 3

Yes53%

No47%

Chart Title

Consumer awareness level stands at 33%.Interestingly, at the time of pilot survey the awareness level stood at 53%,which has drastically reduced to 33%.

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Does the intake of nutritional beverages increases at the time of sickness ?

53

PILOT SURVEY

MAIN SURVEY

Majority is clearly of the notion of keeping the intake of nutritional beverages constant.

REASON FOR TAKING NUTRITONAL BEVERAGES

PILOT SURVEY

7%3%

90%

IncreasesDecreasesIt remains as it is

100%

IncreasesDecreasesIt remains as it is

40%

17%

10%

17%

17%

Good Taste Health BenefitsKids insistHealth Benefits good taste+health benefits

Figure 4

Figure 5

54

Switching Pattern

Interestingly, Good taste is the greatest factor for consumers to take nutritional beverages inspite of the fact that these drinks are essentially positioned as a ‘health drink’.

Both the surveys, pilot as well as main survey support the above fact.

MAIN SURVEY

BRAND SWITCHING PATTERN67%

17%

17%

Good Taste Health Benefits good taste+health benefits

40%

17%

10%

17%

17%

Good Taste Health BenefitsKids insistHealth Benefits good taste+health benefits

Figure 6

Figure 7

55

Figure 8

59%

41%

BrandContinuing Not Continuing

The above pie chart percentage of people who prefer to continue/ discontinue the same brand in a short span of time ( 6 months ).

REASON FOR SWITCHING

67%

17%

17%

Good Taste Health Benefits good taste+health benefits

56

Figure 9

Reason for Switching0

1

2

3

4

5

6

Chart Title

Taste in not goodJust for a ChangeInfluenced by TV commercialsNot satifisfied with the brand

Interestingly, there is no genuine reason for changing a brand. Consumers prefer a change just to break the monotony of the existing brand. The intention is to seek a change in taste/brand/experimentation.

Dominant Flavor

57

Clearly, Chocolate is the most preferred flavor among kids.Both the surveys clearly show chocolate as a favorite flavor among kids. There is no change in the results of both the surveys.

85%

8%

8%

Chocolate Vanilla

Others

Figure 10

58

Purchase Trigger

Chocolate Flavor is the major purchase trigger among kids as they love its taste. Given kids picky eating habits, the only way for mothers to make them drink milk is via nutritional beverage.

Chocolate85%

Vanilla8%

Others8%

Figure 11

59

Purchase Frequency

Majority of the consumers finish their pack ,once in a month as they take it regularly. The above pie chart shows, consumer purchase pattern. ( usually consumers buy 500 gms pack).

Once in a month83%

once in 2 or 3 months17%

Once in a month Once in 2 or 3 months Once in 4 or 5 months

Figure 12

60

CONSUMER SATISFACTION LEVEL

Figure 13

Consumer Satisfaction level

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

12345

61

Figure 14

80%

20%

Brand Preferance among Medical PersonnelPediasure & Proteinex Others

Clearly, Pediasure and Proteinex is favourite among Medical Store Personnel. They are of the opinion that these drinks offer good nutritional value to the consumers in particular kids as Protein is a vital supplement for growth.

[Note: During the course of Survey, 3 Health experts (general physician) had been interviewed who also showed their preference for Pediasure and Proteinex.]

BRAND ASSOCIATION

62

Horlicks Verbatims “ great taste ” , “ for all ages ”Brand Slogan “ the great family nourisher ”

BoostVerbatims “ high energy levels ” “ kapil dev / sachin tendulkar ”Brand Slogan “ energy booster” ( sporty brand )

Proteinex Verbatims “ good for child’s growth ” Brand Slogan “ good source of proteins ”

Complan Verbatims "height gain", "complete nutriton" Brand Slogan "the child grows twice as fast "

Bournvita Verbatims "great taste ", " strong bones " Brand Slogan " mental and physical development "

Pediasure Verbatims " weight gain "Brand Slogan " for kids between 2-8 years old "

RECENT DEVELOPMENT IN NUTRITIONAL BEVERAGE MARKETS

63

Recently, companies like GSK, Heinz India have come out with small packs ( 50 gms ) for consumers. So, as to offer higher value for money products and also to expand their brands to other regions of the country ( especially rural india ). Companies are trying to capture the untapped markets. This new strategy is an attempt to expand their customer base from the traditional urban markets, also to create new customer base within the urban markets by making these brands affordable for everyone.

Most of the companies have redesigned their brands. For instance, GSK apart from repositioning its Horlicks brand from health drink to a fun drink, GSKCH more recently has launched its brown drink Boost in 100gm sachets as well in Tetrapak as a ready-to-drink product. Another fmcg major , Heinz India has repositioned Glucon D as a fun drink as against a health drink previously.

GSK launched two new brands Viva and Maltova, Complan has been launched in new flavors like mango, strawberry, orange, nimbu pani. Pineapple. Cadbury Bournvita has been advertising since the 1970s. In the early years the positioning centred on 'Good upbringing' with Bournvita being an essential building block for children. In the 1980-82 years it was 'Goodness that grows with you'. By 1987, it had become the more aggressive 'Brought up right, Bournvita bright'. In the last decade of the 20th Century, competition between children was becoming intense and Bournvita was there with its 'Extra energy to stay ahead'. In the 1992-95 period 'Shakti har din ke champion ki' (Energy for the everyday champion) was its payoff line. In 2000, 'Bournvita poshan, sahi poshan' (Bournvita nutrition, right nutrition) encouraged consumption. In the following year 'Confidence kuch kar dikhane ka' (Confidence to achieve) became the reason to buy. The current Cadbury Bournvita positioning suggests that it contains specific ingredients that augment stamina and concentration in children.

FINDINGS

Horlicks, Bournvita, Boost and Complan are popular brands.

64

Among them Horlicks and Bournvita are extremely popular and are preferred consumer brands, given the survey results, Horlicks is clearly a market leader with a market share of over 40%.

Although, Nutritional beverages have been positioned as a health drink, but majorly consumers use it as a “ milk taste enhancer ”.

Consumers awareness level stands at 33% (main survey).Earlier, during pilot survey, consumer awareness was actually reported at 53%. Combined, Awareness Level is reported at 43%.

Chocolate is a predominant flavor as more than 90% consumers prefer it.

Proteinex and Pediasure is a preferred brand among medical store personnel.

Consumers are by and large satisfied with nutritional beverages. The major reason for switching brand is “ need for a change ”. Just to try a new brand because of the monotony of existing taste.

Advertisements is seen as a major purchase trigger.

At the time of sickness of a child, the consumption of nutritional beverage does not increase. It remains the same as before the sickness.

DIFFERENCES OBSERVED DURING PILOT AND MAIN SURVEY

Main Survey complimented pilot survey in general. However, there are certain notable differences which emerge while analyzing data.

65

DELTA MOMENTS(1

)

GOOD TASTE

(BOURNVITA,

HORLICKS)

KIDS DON'T LIKE THE

TASTE

IT FAILS TO LIVE UPTO

ITS PROMISES

BOREDOM (BOURNVIT

A & HORLICKS)

WILLINGNESS TO TRY A

NEW BRAND

BENEFITS OFFERED BY THE

PRODUCT (height

gain, agile mind )

Consumers awareness level stands at 33% (main survey).Earlier, during pilot survey, consumer awareness was actually reported at 53%. Combined, Awareness Level is reported at 43%.

At the time of sickness, 90% of the respondent shall not increase the intake of nutritional beverage at the time of sickness. While during Main Survey, all the respondents shall not increase the intake of nutritional beverage at the time of sickness of child.

However, these findings are minor differences which are been observed at the time of these surveys. By and large, both the surveys are complementary and support each other’s conviction and inferences.

DELTA MOMENTS

66

Footnotes

(1)Delta moment refers to moment of realization. It may or may not lead to an actual purchase, but certainly acts as a catalyst for a change in attitude / preferance towards the brand.

67

CONCLUSIONS

71

Effect of 4Ps on Consumers

To study consumer habits, preferances, attitudes, taste with respect to Nutritional Beverages.

Role of Nutritional Beverages in the lives of consumers

Ascertain Consumer Knowledge level about Nutritional beveragesPerception of different brands among Consumers, Health Experts, Medical

Price: the price range of various nutritional beverages are almost same. So, it is difficult to differentiate products on the basis of prices.

Promotion: This is the most important factor for differentiating products. Survey has shown that brand positioning and adverstisemnets is a crucial purchase trigger and has strong impact on consumer psychie. For instance,Complan brand is often purchased because of the “ height gain ” attribute of the product.

Most preferred flavor among consumers is chocolate.

Although nutritional beverages are positioned as a health drink but people in general perceive it as “ milk taste enhancer ” and lay more stress on the taste aspect of these drinks. (many companies are now moving away from the traditional image of ‘health drinks’ and are repositioning as a ‘fun drink’. For instance, Glucon D, Horlicks )

The consumer awareness level stands at around 65%.Most of the health experts and medical store personnel prefer

72

Store Personnel ‘ proteinex and pediasure ’.

Complan is a preferred consumer choice for kids with “ height gaining ” issue.

Horlciks and bournvita are extremely popular for their good taste.

.

Given, Indian Consumers obsession with milk, kids picky eating habits and our changing economic and social demography. Nutritional beverages are certainly a favourtite among children. With people turning more health conscious, the non-carbonated beverage segment has become one of the fastest growing and most exciting businesses at the moment.

RECOMMENDATIONS

Certain respondents have expressed concern over “ Complan ” taste particularly the strawberry flavor. They do not like its taste. In many cases, it has become a reason for the consumers to switch to other brands as kids are not really fond of it.

73

Many respondents feel cheated with respect to packaging. The package is huge and looks very catchy to the eyes ( 1 kg pack for brands like Horlicks, Complan ). But in actual the quantity inside the pack is a source of disappointment among consumers. The visual pack appears to contain much more than what in actual it has.

Complan brand promises a lot of benefits to its consumers particularly “ height gain ”. Its ads promise “the child grows twice as fast”. Though, all the existing brands promise certain benefits to the consumers, but they are not visible to the naked eyes ( intangible benefits ). Like Bournvita focuses on mental and physical development, boost is positioned as an “ energy booster ”. But complain by openly promising “height gain” among kids, has raised lot of expectations among consumers as height is an important attribute. Although Heinz India claims that it is a scientifically proven fact that complain aids in height growth and have also done lot of sample tests and shown positive results. But most of the health experts completely disagree over the issue

When brands fail to live up to the expectations of consumers, it creates disappointment among them and they stop trusting the brand. So, companies should prefer not to create unnecessary hype about their products.

ATTACHMENTS

CALCULATION SHEET

74

Pilot Survey


123 044 035 23

Brands preferred by Medical Store Personnel

Proteinex & Pediasure 20

( total 25 )

Purchase Trigger

a) family, friends 3b) good taste ( flavor ) 1c) advertisements 7d) good taste+change 1e) nutritional value 3f) kids like it 4g) all of them 1h) good taste + children like it 1

i) friends + advertisement+ children like it 6 j) advertisements + kids 1

Chocolate 50 Vanilla 5Others 5


Increases 2

75

Decreases 1

It remains as it is 27

( Source : Mothers )


Q How many consumers check ingredients before buying any nutritional beverage ?

Yes 20 No 17

Reasons for taking nutritional beverages

Good Taste 12Health benefits 5Kids insists 3Good taste + health benefits 5Kids picky eating habits 3

( Sample Space : mothers 30 )

Reason for switching

Taste is not good 1Just for a change 5

76

Influenced by TV ads 1Not satisfied by the existing brand 1

Out of the total respondents interviewed, the statistics below show percentage of people who had these brands on top of their minds(1)

Bournvita 26Horlicks 32Complain 12Boost 07Pediasure 02Proteinex 01 (Mothers 30)Children 30Medical store 15Health experts 5

Main Survey

Out of the total respondents interviewed, the statistics below show percentage of people who had these brands on top of their minds, spontaneous and aided(combined result)

77

Horlicks Bournvita Complan Boost Others

Top of the mind 90 60 10 10 10

Spontaneous 60 60 35 20 5

Aided 10 10 140 140 20


123 044 035 23

Brands preferred by Medical Store Personnel

Proteinex & Pediasure 24

(total 30)

78

Purchase Trigger

a) family, friends 2b) good taste ( flavor ) 1c) advertisements 10d) good taste+change 1e) nutritional value 3f) kids like it 1g) all of them 1h) good taste + children like it 1

i) friends + advertisement+ children like it 5 j) advertisements + kids 1

Chocolate 50 Vanilla 5Others 5


Increases 0

Decreases 0

It remains as it is 30

( Source : Mothers )


Q How many consumers check ingredients before buying any nutritional beverage ?

79

Yes 20 No 17

Reasons for taking nutritional beverages

Good Taste 12Health benefits 5Kids insists 3Good taste + health benefits 5Kids picky eating habits 3

( Sample Space : mothers 30 )

BACKGROUND MATERIAL

SURVEY

QUESTIONNAIRE FOR MOTHERS

80

Name of the Respondent: ………………………………………………………………………………………………………………………………………………………………Address & Contact No..: ……………………………………………………………………………….……………………………………………………………………………….Occupation: ………………………………….... Category………………...: \Q1. What do you take additionally in your diet as a source of complete nutrition? MA (1)

Sources CodeFruits 1Nutritional Beverages 2Eggs/Non Vega 3Sprouted pulses 4Any others 5

If coded 2 in Q1. Ask Rest of the questions in the questionnaire

Q2. Which brand comes to your mind when I talk of nutritional beverages? MAQ3. (Ask for the brands coded in Q2.) How would you rate …………

(Mention Name) on a scale of 1 to 5 where 1 stands for ‘It provides zero nutrition value’ and 5 stands for ‘It provides complete nutrition value’?

footnotes(1) MA refers to multiple answers

Q4. Which nutritional beverage did you try first? MA

Q2 Q3 Q4Nutritional Beverage

TOM SPONT AIDED RATEFirst Brand

81

Boost 1 1 1 1Bournvita 2 2 2 2Horlicks 3 3 3 3Milo 4 4 4 4Complan 5 5 5 5Maltova 6 6 6 6Pediasure 7 7 7 7Others 8 8 8 8

Q5. Why did you take a nutritional beverage in your diet? Record verbatim(2)

………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

Q6. After using ……………….. (Mention name of brand coded in Q4.), which nutritional beverage did you switch over to?

Nutritional Beverage CodeBoost 1Bournvita 2Horlicks 3Milo 4Complan 5Maltova 6Pediasure 7Others 8I am continuing the same brand

9

footnotes(2) Record Verbatim refers to direct quotation of the respondent (exact words of the respondent)

Ask Q7 to those who coded 1 to 8 in Q6

Q7.Could you please tell the reasons for switching the brands of nutritional beverage?

82

…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

Q8. Could you please tell us the reasons why you purchase a particular brand of nutritional beverage when you visit a shop?

Triggers for purchase Code

A lot of my friends are using this brand and are satisfied by its results 1It is less costly as compared to others 2There was a discount/promotion on it 3Its cover/packaging was very attractive 4I like its advertisement and got influenced by it 5It is easily available at the shop/market I purchase my regular things from

6

The shopkeeper advised me the brand 7It tastes good 8I consulted a health expert and I was advised to purchase it 9My child/children likes/like to have it in the diet 10It has a lot of nutritional value and is essential for health 11Others…………………………………………………………………………………………………………….

12

Q9. On a scale of 5 how would you rate the need and Importance of nutritional beverages in your life?

1 2 3 4 5Not at all Somewhat Important Very Extremely

83

Important Important Important Important

Q10. And could you please tell us the reasons as to why do you say so?Reasons:………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………...

Q11.Do you look for ingredients when you buy a nutritional beverage?

Yes No

Ask Q12. Only if coded Yes in Q11

Q12. Could you please tell us the ingredients that a nutritional beverage is made up of?………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

Q13. Do you use nutritional beverage on a regular basis .i.e. every day?

Yes No

Ask Q14 If coded ‘Yes’ in Q13

Q14.How frequently do you purchase a nutritional beverage?

Once in a month 1Once in 2 or 3 months 2Once in 4 or 5 months 3Once in 6 months 4Once in a year 5

Q15. Which flavors in nutritional beverages do you like the most?

Chocolate

84

VanillaOthersFlavor doesn’t matter

Q16. Could you please tell us if the intake of nutritional beverages changes in situations like sickness/depression/examinations?

The intake increases 1It remains as it is 2The intake decreases 3We completely stop its usage

4

Reasons:………………………………………………………………………………………………………………………………………………………...………………………………………………………………………………..………………………………………………………………………………..

Spontaneous Reaction (Brand Perception)

Q17. What comes to your mind when i say?

85

1. Horlicks …………………………………..2. Bournvita …………………………………….3. Boost ……………………………………..4. Complan ………………………………………5. Pediasure ……………………………………..

Q18. Which brands would you suggest when i say?

i. General Well Being

ii. Height & Weight gaining

iii. Energy

iv. Immunity

v. Physical Strength

Brand Feedback

Q19. Have your expectations been met after using the Nutritional Beverage. Rate it on a scale of five. (SA)(3) where 1 means completely dissatisfied and 5 means completely satisfied.

1. 2. 3. 4. 5.

Q20. If the rating (in the previous question) is less than 3. Give Reasons………………………………………………………..………………...................................................................................................................

footnotes(3) SA refers to single answers

SURVEY

86

QUESTIONNAIRE FOR MEDICAL STORE PERSONNEL

Name of the Respondent: ……………………………………………………………………………………………………………Address & Contact No..: ………………………………………………………………………………………………………………………………………………………………

Occupation: ……………………….Category:……………………………

Q1.What do you advise people to take additionally in their diet as a source of complete nutrition? (MA)(1)

Sources CodeFruits 1Nutritional Beverages 2Eggs/Non Veg 3Sprouted pulses 4Any others 5


Q2. Which brand comes to your mind when I talk of nutritional beverages? MA

Q3. (Ask for the brands coded in Q2.) How would you rate …………


footnotes

(1) MA refers to multiple answers

Q4. What are the brands which consumers purchase frequently? (rate the brands according to the purchase pattern)

87


TOM

SPONT AIDED RATEBrand Rating

Boost 1 1 1Bournvita 2 2 2Horlicks 3 3 3Milo 4 4 4Complan 5 5 5Maltova 6 6 6Pediasure 7 7 7Others 8 8 8

Q5. Do you recommend any specific brand? Reasons Record verbatim(2)

…………………………...……………………………………………………………………………………………………………………………………Q6 Could you please tell us the reason why consumers purchase a particular brand of nutritional beverage when they visit your shop? (MA)

Triggers for purchase CodeSocial Influencer – family, friends 1It is less costly as compared to others 2There was a discount/promotion on it 3Its cover/packaging was very attractive 4They like the advertisement and get influenced by it 5It is easily available at the shop/market 6The shopkeeper advised the brand 7It tastes good 8Health experts advised them 9Child / children likes/like to have it in the diet 10It has a lot of nutritional value and is essential for health 11Others…………………………………………………………………………………………………………….

12

footnotes

(2) Record Verbatime refers to “direct quotation of the respondent” (exact words of the respondent)

Q7. On a scale of 5 how would you rate the need and importance of nutritional beverages in the lives of consumers?

88

1 2 3 4 5Not at all Important

Somewhat Important

Important Very Important

Extremely Important

Q8. And could you please tell us the reasons as to why do you say so?

Reasons:………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………......................................

Q9.Do they look for ingredients while buying a nutritional beverage?

Yes No

Q10. Which flavors in nutritional beverages do they like the most?

ChocolateVanillaOthersFlavor doesn’t matter

Brand Recall

Q11.Could you please tell us which nutritional beverage comes to your mind when I say……….?

(Read each option one by one from the table below)

Characteristic Name of the Nutritional Beverage

Attractive packagingVery tasty/Great flavorProvides complete nutritionEasily available in the marketAppropriately/rightly priced


89

Q12. What comes to your mind when i say?

Horlicks …………………………………..Bournvita …………………………………….Boost ……………………………………..Complan ………………………………………Pediasure ……………………………………..

Q13. What are the Strengths and Weaknesses of the these brands

Brand Strength Weakness

1.Horlicks 2.Bournvita3.Boost4.Complan 5.Pediasure

Q14. What brands would you suggest when I say

1 General Well Being

2 Height & Weight gaining

3 Energy

4 Immunity

5 Physical Strength

Brand Feedback

90

Q15. How would you rate the overall satisfaction level of your customers after using Nutritional Beverage? where 1 means completely dissatisfied and 5 means completely satisfied. (SA)(3)

1. 2. 3. 4. 5.

Q16. (Ask If the rating (in the previous question) is less than 3).Reasons

………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

footnotes

(3) SA refers to single answers

SURVEY

91

QUESTIONNAIRE FOR CHILDREN

Name of the Respondent: ……………………………………………………………………………………………………………Address & Contact No..: ………………………………………………………………………………………………………………Category:…………………………………………………………………..

Q1. Do you take any nutritional beverage (like complain, bournvita) ? SA(1)

YES

NO

Ask Q2 only when answered Yes in Q1.

Q2. Which brand of nutritional beverage do you use? (MA)(2)

Q3. Which nutritional beverage did you try first? MA

Q2 Q3Nutritional Beverage

TOM SPONT AIDEDFirst Brand

Boost 1 1 1 1Bournvita 2 2 2 2Horlicks 3 3 3 3Milo 4 4 4 4Complan 5 5 5 5Maltova 6 6 6 6Pediasure 7 7 7 7Others 8 8 8 8

footnotes(1) SA refers to single answers(2) MA refers to multiple answers

92

Q4. After using ……………….. (Mention name of brand coded in Q4.) which nutritional beverage did you switch over to?

Nutritional Beverage CodeBoost 1Bournvita 2Horlicks 3Milo 4Complan 5Maltova 6Pediasure 7Others 8I am continuing the same brand

9

Ask Q5 to those who coded 1 to 8 in Q4

Q5.Could you please tell the reasons fort switching the brands of nutritional beverage?……………………………………………………………………………………………………………………………………………………………

Q6. Do you use nutritional beverages on a regular basis .i.e. every day?

Yes No

Q7. Which flavor in nutritional beverages do you like the most?

ChocolateVanillaOthers

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SURVEY

QUESTIONNAIRE FOR HEALTH EXPERTS

Name of the Respondent: ……………………………………………………………………………………………………………Address & Contact No..: ………………………………………………………………………………………………………………Occupation: …………………………………............... Category: ……………………………………………………….

Q1. What do you advise your patients to take additionally in their diet as a source of complete nutrition? (MA)(1)

Sources CodeFruits 1Nutritional Beverages 2Eggs/Non Veg 3Sprouted pulses 4Any others 5


Q2. Which brand comes to your mind when I talk of nutritional beverages? MA

Q3. (Ask for the brands coded in Q2.) How would you rate …………


Q4. Do patients seek your advise concerning nutritional beverages?

YES

NO

Footnotes(1) MA refers to multiple answers

94

Ask Q5 only when answered YES in Q4

Q5. To whom do you advise to take nutritional beverages in his/her diet? (MA) (Tick your option)

Pregnant Woman

Normal Child

Sick Child / Mother

Mothers Others

Ask Q6 if chosen at least one of the options in Q5

Q6 .Could you please tell us what a nutritional beverage provides to a ……………. (mention the option chosen in Q5)?

………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

Q7. Which brand of nutritional beverage do you recommend to patients? MA (Tick the options)


TOM SPONT AIDED RATEBrand Recommended

Boost 1 1 1Bournvita 2 2 2Horlicks 3 3 3Milo 4 4 4Complan 5 5 5Maltova 6 6 6Pediasure 7 7 7Others 8 8 8We don’t recommend any brand

9 9 9

95

Q8. Could you please tell us if the intake of nutritional beverages change in situations like sickness/depression/examinations?

The intake increases 1It remains as it is 2The intake decreases 3We completely stop its usage

4

Reasons: ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………


Q9. What comes to your mind when i say

Horlicks …………………………………..

Bournvita …………………………………….

Boost ……………………………………..

Complan ………………………………………

Pediasure ……………………………………..

Q10. What are the Strengths and Weaknesses of these brands

Brand Strength Weakness

1. Horlicks 2.Bournvita3.Boost4.Complan 5.Pediasure

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Q11. What brands would you suggest when I say

1 General Well Being

2 Height & Weight gaining

3 Energy

4 Immunity

5 Physical Strength

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a report on understanding nutritional beverages in delhi/ncr markets

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