Summer Internship Project Report On Campaign Plans for Restaging of BOOST By ABHINAV MATHUR MBA- Class of 2012 Under

the Supervision of Dr. Padmakali Banerjee In Partial Fulfillment of the Requirements for the Degree of Masters of Business Administration At AMITY BUSINESS SCHOOL AMITY UNIVERSITY HARYANA

Acknowledgement

Project work is never the work of an individual; it is the manifestation of views, ideas, suggestion, contribution and work involving many individual. One of the most pleasant parts of writing a report is an opportunity to thank those who have contributed to it. We are thankful to all those who helped us to give a shape to this project report. Perseverance, inspiration and motivation have always played a key role in the success of any venture. Working on this project was a challenge. It is often difficult to understand a wide spectrum of knowledge without proper guidance and advice. I am highly indebted to Mr. Satadru Bagchi (Brand Manager , Boost, GSKCH) for their guidance and constant supervision as well as for providing necessary information regarding the project & also for their support in completing the project. I am thankful to Ms. Rasneet Kaur ( Brand Team, Boost, GSKCH) and Ms. Esha Khanna (Mindshare). Under their superlative guidance my project has attained the goal of reality and success. It has been a privilege and pleasure working under their guidance and experience to be cherished for long time to come. I am very thankful to them for providing me with an opportunity to work under their guidance and making impossible look easy for me. I am also thankful to our project guide, Mrs. Padmakali Bannerji (Assistant Vice Chancelor, Amity Business School, Amity University, Haryana) for her continuous support, guidance and inspiration.

Abhinav Mathur

Abstract

This project is about building Boost marketing plans for Q4, 2011 to full 2012 which includes restage of Boost in October 2011. Analyze 2010 to 2011 performance and design detailed campaign plans for the restage in 2011. The objective of this project is about accelerating the growth rate which got stagnated in 2011. Boost needs a change in its packaging (structure and graphics), clinical proofs and communication strategies. The major task of this project would be attracting customers from its competition, i.e., Bournvita in the markets of North, East, West and South. The methodologies used in this project are Comparative Analysis and Execution Trend Mapping through data collection from AC Nielsen which was the Primary source of data collection and online research and GSK data base was the Secondary source of data collection. The result at the end of this two months project was the introduction and finalizing in the packaging of Boost. The entire structure and graphics of the SKUs (Stock Keeping Units) was changed. Communication strategies were made which included a month long competition on radio, i.e., Boost Super Kid Challenge.

Table of Contents

S. No

Content

Page No.

1 2 3 4 5 6

Introduction Company Profile Materials and Methods Result and Discussion Conclusion and Recommendation References

6-7

8-24

25

26-28

29

Introduction
Boost Boost is the secret of winning energy Boost is Indias leading malt-based Health Food Drink in a chocolate flavor. It was developed by the companys R&D team in 1974 and launched in 1975-76. Its success characterizes the manner and skill with which Glaxo Smith Kline Consumer Healthcare has responded to the changing contours of this product segment in recent times. Boost has a market share of 13.5% countrywide amongst all Health Food Drinks (HFD), while in South Indiathe biggest region for the category it commands a market share of 26% Boost is the first HFD to have used celebrity endorsement to convey its energy proposition and has thereby successfully differentiated itself from other brands. It has been successfully endorsed by Indias most famous cricket stars, particularly those with a humongous following among children. Kapil Dev the most charismatic cricketer of his time flagged this off in the 1980s. The baton passed to Sachin Tendulkar in the 1990s. Sachin has remained steadfast in his support for Boost with the explosive Virender Sehwag joining the little master as brand master in 2001. In 2008, the current Indian cricket captain Mahendra Singh Dhoni also joined the brand ambassador. 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 also won India Star award for Best Packaging in 2007 and the world star award for packaging in 2008. Boost is Indias only Health Drink food drink scientifically proven to increase stamina by 3 times. With the band philosophy being to continuously innovate and pioneer changes, in line with the changing market dynamics and ongoing consumer feedback, Boost has been restaged in October 2011. The brand now offers : A more sporty, more convenient and exciting bottle structure. Exciting new graphics. Compelling advertising with a high visual appeal that depicts the winning energy we all aspire to have. New Boost is a malt-based health food drink which comes in a chocolate flavor. It is now enriched with EnVita Nutrients, a unique scientific combination of essential vitamins and minerals that significantly improves the levels of key nutrients, important for energy metabolism to help increase stamina. Sachin Tendulkar appeared in a Boost advertisement for the first time at the age of seventeen. The kid, who starred in the Boost advertisement with Kapil Dev, went on to become a member of the Indian Cricket Team- Nikhil Chopra. There is a range of interesting products prepared with Boost which cater to local taste : the Boost barfis, for example, in certain parts of India. 5

Company Profile
GlaxoSmithKline Consumer Health Care Ltd.(GSKCH) is an Indian associate of GloaxoSmithKline plc, UK. It is one of the world's leading research-based pharmaceutical and healthcarecompanies. Headquartered in the UK, it is a global organisation with offices in over 100 countries and major research centres in the UK, USA, Belgium and China. GSKCH is one of the largest players in the Health Food Drinks (HFD) Industry in India. The company, with its manufacturing plants located in Nabha, Rajmundry and Sonipat, has a total workforce of over 2700 people, each driven by a spirit of enterprise. Its flagship product, Horlicks, is a highly respected brand which is over 100 years old in India. The company also manufactures and markets Boost, Viva, Maltova, biscuits, Foodles and in addition promotes and distributes a number of products in diverse categories, including prominent brands such as Eno, Crocin, Iodex and Sensodyne. GSKCH has a strong marketing and distribution network in India comprising over 4800 wholesalers and direct coverage of over 7,00,000 retail outlets. GlaxoSmithKline Consumer Healthcare business is based on scientific innovation. The company has dedicated consumer health care R&D centers and takes research as seriously as marketing excellence, offering cutting-edge capability in both. GSK is one of the few pharmaceutical companies researching both medicines and vaccines for the World Health Organizations three priority diseases HIV/AIDS, tuberculosis and malaria, and are very proud to have developed some of the leading global medicines in these fields. It produces medicines that treat major disease areas such as asthma, anti-virals, infections, mental health, diabetes, cardiovascular and digestive conditions. In addition, it is a leader in the important area of vaccines and are developing new treatments for cancer. GSK also markets other consumer products, many of which are among the market leaders: Over-the-counter (OTC) medicines including alli, gaviscon and Panadol Dental products such as Aquafresh and Sensodyne Smoking control products Nicorette/Niquitin Nutritional healthcare drinks such as Lucozade, Ribena , Horlicks and Boost Operations As the second largest pharmaceutical company in the world, based on net income, the company had sales of 22.7 billion and made a profit of 7.8 billion in 2007. It employs over 90,000 people worldwide, according to 6

GSK website, including over 40,000 in sales and marketing. Its global headquarters are GSK House in Brentford, United Kingdom, with its United States headquarters based in Research Triangle Park (RTP) in North Carolina and its consumer products division based in the Pittsburgh suburb of Moon Township, Pennsylvania. The research and development division has major headquarters in South East England, Philadelphia and Research Triangle Park (RTP) in North Carolina. The company's stock is listed on the London stock exchange and ADRs are listed on the NYSE. The single largest market is in the United States (approximately 45% of revenue), although the company has a presence in almost 70 countries. In November 2009 GlaxoSmithKline formed a joint venture with Pfizer to create ViiV Healthcare. Viiv Healthcare received all of Pfizer and GlaxoSmithKline's HIV assets. ViiV Healthcare is 85% owned by GlaxoSmithKline and 15% owned by Pfizer. Locations

Global Pharmaceutical Operations headquarters in Brentford, United Kingdom with US operations based in Research Triangle Park, North Carolina. Consumer Products headquarters in Moon Township, Pennsylvania suburb of Pittsburgh Major R&D sites in Stockley Park, Stevenage and Ware in the United Kingdom; Zagreb, Croatia; Evreux and Les Ulis in France; Research Triangle Park, North Carolina; Laval, Quebec and Upper Merion and Collegeville, Pennsylvania Major centre for biopharmaceutical products in Belgium (Wavre and Rixensart), Germany (Dresden), Canada (Quebec, QC), USA (Marietta PA & Hamilton MT) and Hungary (Gdll) New R&D centres in Thane, India and Nashik, India R&D centres in Shanghai, China and Boston, USA Major manufacturing sites for prescription products in Irvine, Ware, Montrose, Barnard Castle, Worthing and Ulverston in the United Kingdom; Evreux, France;Bristol, King of Prussia and Zebulon in the United States; Cidra, Puerto Rico; Jurong, Singapore; Cork, Ireland; Pozna, Poland; Parma, Italy; Brasov, Romania;Boronia, Australia, Brussels, Belgium. Major manufacturing sites for consumer products in Maidenhead, United Kingdom; Dungarvan, Ireland; Mississauga, Ontario; Aiken, South Carolina; Clifton, New Jersey; and St. Louis, Missouri, and Kenya. GSK has a presence in 99 cities across 39 countries.

AWARDS Glaxo Smith Kline has won numerous awards , some which are: GSK ranked 5th in Newsweeks 100 greenest global companies. CEO cancer gold standard. Vanguard" award to the Nutritional Healthcare UK team for Ribena as a model of sustainability and to Pharmaceutical R&D team that developed "Liquid Dispensing Technology", an innovative approach to manufacturing high potency medicines that protects employees and provides a revolutionary approach to making the final medicinal form.

Materials and Methods

My Area of study is in accordance with the Comparative Analysis and future plans of BOOST. The study focuses on the data collected by GSKCH in Eastern India regarding market competition of BOOST against BOURNVITA. 1) West BengalBOOST
14,000.0 12,000.0 10,000.0 8,000.0 6,000.0 4,000.0 2,000.0 0.0 4.0 3.5 3.0 2.5 2.0 1.5 1.0 0.5 0.0

Value offtake %MS VALUE

In this Graph , Value Offtake(in kg) represents , the total quantity of BOOST bought by the Distributors so that it can reach to the customers. - The value off-take shows good growth in 2010 reaching its max in Dec. shows downward trend in 2011 - The market share shows an upward trend in 2010 with a max of 3.7 in Dec. 2011 shows a downward trend.

Per Dealer Offtake

1600 1400 1200 1000 800 600 400 200 0

Per Dealer Offtake represents (in 000kg) - PDO (Vol) = Sales Weight / No. of Dealers - The PDO shows good growth in 2010. - In 2011, it falls at a slow pace . 8

BOURNVITA18,000.0 16,000.0 14,000.0 12,000.0 10,000.0 8,000.0 6,000.0 4,000.0 2,000.0 0.0 6.0 5.0 4.0 3.0 2.0 1.0 0.0

Value offtake
%MS VALUE

- The value off-take shows a steady growth with max in Dec. Falls down in 2011. - The market share shows a little growth in 2010 but flows a downward trend in 2011.

Per Dealer Offtake

2500 2000 1500 1000 500 0

- The PDO shows steady growth in 2010. - It falls in 2011 with min in April.

BIHAR Boost
2,500.0 2,000.0 1,500.0 1,000.0 500.0 0.0 2.5 2.0 1.5 1.0 0.5 0.0

Value offtake %MS VALUE

The value offtake in 2010 showed little growth but decreased in 2011. The market share value showed slow growth in 2010 and fell in jan but coming back to earlier levels fast.

Per Dealer Offtake

800 700 600 500 400 300 200 100 0 MAY10 JUN10 JUL10 AUG10 SEP10 OCT10 NOV10 DEC10 JAN11 FEB11 MAR11 APR11 MAY11

The PDO shows a growth trend in 2010 , Low PDOs noticed in 2011, however recovering 10

Bournvita
16,000.0 14,000.0 12,000.0 10,000.0 8,000.0 6,000.0 4,000.0 2,000.0 0.0 14.0 12.0 10.0 8.0 6.0 4.0 2.0 0.0

Value offtake %MS VALUE

The value offtake showed good growth in 2011 reaching a max in Dec. In 2011 , it showed a steep downward trend. the market share value showed an upward trend in 2011touching a max of 12 in Dec . There was huge erosion in Q1 2011 .

Per Dealer Offtake

2500 2000 1500 1000 500 0 MAY10 JUN10 JUL10 AUG10 SEP10 OCT10 NOV10 DEC10 JAN11 FEB11 MAR11 APR11 MAY11

The PDO shows a growth trend in 2011 reaching a max of 1900. Huge drop in Q1, and stable a low level 11

JHARKHAND Boost
1,200.0 1,000.0 800.0 600.0 400.0 200.0 0.0 3.0 2.5 2.0 1.5 1.0 0.5 0.0

Value offtake %MS VALUE

The value offtake shows rapid growth in 2010 reaching a max of 1100. It shows a rapid downward trend in 2011

Per Dealer Offtake

900 800 700 600 500 400 300 200 100 0

MAY10 JUN10 JUL10 AUG10 SEP10 OCT10 NOV10 DEC10 JAN11 FEB11 MAR11 APR11 MAY11

The PDO shows an upward trend on 2010 with a max of 750. 2011 PDOs are low . 12

Bournvita
5,000.0 4,500.0 4,000.0 3,500.0 3,000.0 2,500.0 2,000.0 1,500.0 1,000.0 500.0 0.0 0.0 4.0 2.0 6.0 10.0 8.0 12.0

Value offtake %MS VALUE

The value offtake in 2011 going down steeply. Leading to market share erosion .

Per Dealer Offtake

2500 2000 1500 1000 500 0 MAY10 JUN10 JUL10 AUG10 SEP10 OCT10 NOV10 DEC10 JAN11 FEB11 MAR11 APR11 MAY11

The PDO shows little growth in 2010. It shows a downward trend from Q4 2010, throughout 2011

13

EAST BOOST
30,000.0 25,000.0 20,000.0 15,000.0 1.5 10,000.0 5,000.0 0.0 1.0 0.5 0.0 3.5 3.0 2.5 2.0 Value Offtake % MS Val

The value offtake has shown an increasing trend in 2010 and reached its max in December. It shows a downward trend in 2011. The market share value depicts an upward trend in 2010 reaching max of 3% . In 2011, shows a downward trend

Per Dealer Offtake

1400 1200 1000 800 600 400 200 0 MAY10 JUN10 JUL10 AUG10 SEP10 OCT10 NOV10 DEC10 JAN11 FEB11 MAR11 APR11 MAY11

The PDO has been fluctuating throughout but shows a growth trend reaching max in Dec 2010 . It shows erosion in 2011 with a low of 640 in May. 14

BOURNVITA
60,000.0 50,000.0 40,000.0 30,000.0 3.0 20,000.0 10,000.0 0.0 2.0 1.0 0.0 7.0 6.0 5.0 4.0 Value Offtake %MS Value

The value offtake shows a steady rise in 2010 with a max of 54000. In 2011, there is an abrupt decrease in Q1 , with low of 42000. The market share has been fluctuating throughout, and shows a downward trend in 2011 .

Per Dealer Offtake

1800 1600 1400 1200 1000 800 600 400 200 0 MAY10 JUN10 JUL10 AUG10 SEP10 OCT10 NOV10 DEC10 JAN11 FEB11 MAR11 APR11 MAY11

Shows a stable trend in 2010 holding on to aprox 1400. 2011 shows a drop in PDO with a lowest in February. 15

Saliency East

16

Brand Saliency and Awareness

Brand Saliency and Awareness

MUMS

TOM Awareness

Spont Awareness

Aided Awareness

100 2 29 69

100

13 20 67

100 2 33 65

100

100

9
65

7 68 25

100 5

100 65

100

100

100

100

100

70 25

79
20 1
Q4-Boost

76 22 2

48 48 4

66 30 4

66 28 6

26

34 1

Q3- Horlicks Q4- Horlicks Q1- Horlicks Q3-Complan Q4-Complan Q1-Complan Q3-Boost

Q1-Boost Q3-BournvitalQ4-BournvitaQ1-Bournvital

12000 9000 6000 3000 0

GRP GRP

East

Hlx- Q3

Hlx- Q4

Hlx- Q1

Complan- ComplanQ3 Q4

ComplanQ1

Boost Q3

Boost Q4

Boost Q1

B'Vita- Q3

B'Vita- Q4

B'Vita- Q1

Market:- East, Base:- All Respondents 650 MUMS

Interpretations Boost TOM (Top of Mind) and Spontaneous Awareness at a very low level, not surprising considering low media investments. Bournvita has very low TOM even with higher media investments.

17

Brand Saliency and Awareness

TOM Awareness Spont Awareness Aided Awareness

KIDS

100 4 44 52

100 3 46

100 1 43
56

100 17

100 20 53 27

100

99 60
32 7

99
66

99 66

100

99 33 53 13

100

15
57

28 58 27 6
Q4-Boost

38
52

57 51 26

28

30 4

14

10

Q3- Horlicks Q4- Horlicks Q1- Horlicks Q3-Complan Q4-Complan Q1-Complan Q3-Boost

Q1-Boost Q3-BournvitalQ4-BournvitaQ1-Bournvital

9000 6000 3000 0

GRP GRP

East

Hlx-Q3

Hlx-Q4

Hlx-Q1 Complan Q3 Complan Q4 Complan Q1 Boost Q3

Boost Q4

Boost Q1 Bournvita Bournvita Bournvita Q3 Q4 Q1

3

Market:- East, Base:- All Respondents 649 Kids

Interpretations

TOM level higher compared to Mums, but shows a decreasing trend. TOM for Bournvita shows a fall along with Spont even after high GRP in all its quarters. . 18

Advertising: East Claimed Ad Awareness, Source of Ad Awareness, Spontaneous Recall, Prompted Recall, Brand Link

19

Brand Imagery Absolutes Mums

Horlicks
Q4 2010 Q1 2011

Complan
Q4 2010 Q1 2011

Boost
Q4 2010 Q1 2011

Bournvita
Q4 2010 Q1 2011

Is a brand that I trust Is a good value for money Offer greater overall health benefits than other brands Taste better than other brands Provide more energy than other brands. Is the most popular Are brands your child asks for Are recommended by doctors For everybody/all members of the family Are scientifically formulated Help kids be active so that they can enjoy life Help build kids confidence Make kids taller, sharper and stronger Are used by kids who are active in sports Increase kids height Have a variety of products that are designed to meet different peoples specific needs. Offer all-round nutrition Provide kids with increased stamina Helps in brain development Gives energy for all round performance Are made from natural ingredients You are confused about what they offer Do you love Are growing more popular Give the energy needed to win

81 77 81 76 78 73 70 82 93 87

78 68 76 67 70 66 62 74 91 84

61 51 37 51 49 61 46 27 59 63

65 46 40 51 46 63 47 24 48 62

28 3 1 4 4 3 2 1 9 39

26 2 2 4 3 2 3 0 4 33

33 12 9 12 14 7 9 1 14 42

33 10 8 12 11 5 9 1 8 37

83
80 89 81

73
72 83 72

50
52 23 46

51
50 31 48

8
11 1 20

7
7 1 9

19
20 4 22

14
14 3 15

28 86
93 77 85

24 82
90 72 79

91 43
48 48 48

91 46
50 51 50

0 2
7 20 1

0 1
3 8 1

1 7
16 19 15

0 5
10 14 12

82
49 1 73

73
49 0 64

41
23 0 38

47
5 0 40

5
13 0 1

4
0 0 1

21
21 0 7

13
9 0 7

69
73

60
67

53
39

53
41

2
2

2
2

5
7

5
7

Market: Total , Base : All Respondents Mums

Interpretations Boost being seen as a science based energy solution, for kids who are active in sports, Not seen (unlike Bournvita) as a nutrition provider.

20

Behavioral Brand Profiling: East

21

Core Users

28% 3% 15% 5% 12% 29% 8% 0%

40% 4% 15% 4% 14% 19% 3% 0%

19% 1% 14% 7% 12% 29% 18% 0%

0% 0% 2% 3% 2% 12% 81% 0%

3% 1% 5% 4% 7% 18% 62% 0%

Loyal Users Repertoire Users

Occasional Users
Short-Term Lapsed Users Long-Term Lapsed Users Aware Non-triers

Unaware

Market:- East , Base:- All Respondents 650

Interpretations

The non tiers awareness of Boost significantly higher than Bournvita. No loyal or core consumers in Boost. Most of the users are occasional and repertoire users.

22

Awareness

100 %

100 %

100 %

99 %

100 %

82

97
97 % 82 %

82
19 %

19
38 %

38

Ever Used Ever Trials

82 %

63 %

77

78 %

80

52 %

63
7%

36

19 %

50

Used P12M
50 %

79

64 %

82

41 %

78
5%

33

13 %

68

Used P6M
33 %

60

55 %

86

37 %

90
4%

98

11 %

86

Used P3M

Used P1M

31 %

93

46 %

84

31 %

83
3%

70

8%

73

Market:- East, Base :- All Respondents (650) Mums

Interpretations

While awareness of Boost is not an issue, conversion to consideration and usage is much lower than Bournvita. Need to generate trials.

23

Ever Used Build Up : Mums East

100

80

H o rlicks (N et)
60

B o o st (N et) B o urnvita (N et) C o mplan (N et)

40

20

0 J 2010 J A S O N D J F M

Market :- East, Base :- All Respondents (650)

Interpretations Trials in Boost and Bournvita are going down. Absolute levels of trials for Boost are half that of Bournvita.

24

Results and Discussion

The results of this study are in the form of a SWOT Analysis .

Strength Strong on science credentials Used by kids who are physically very active High reach in terms of number of outlets

Weakness Awareness of Boost is high, however not considered part of the mainline HFD brands. Basic HFD imagery parameters of nutrition and child growth are not associated with boost

Opportunities Kolkata looks the most lucrative market to invest, contributing 1/3 of Browns sales in East, with increasing brownization trends noted in the long term Bihar and Jharkhand also show good contribution with brownizaton trends Weighted Distribution (stocking levels in top outlets) would improve Market share Threat Kolkata & and East Bihar are Horlicks strong markets. Increasing equity in Nutrition health space can lead to internal Cannibalization

25

Conclusions & Recommendations

Conclusion
60%

50%

40% WB 30% Bihar+JKd Kolkata Patna 10%

20%

0%

State/City contribution to Brown in East

West Bengal contributing half to Browns, but with a declining trend Bihar showing an increasing trend @ 30% Kolkata decline is lesser, contributes more than Bihar + Jharkhand Patna contribution is very low.

26

26% 24% 22% 20% 18% 16% 14% 12% 10%

East

WB

Bihar+JKd

Kolkata

Patna

Browns in category Volume trend

40% 35% 30% 25% 20% 15% 10% 5% 0%

East

WB

Bihar+JKd

Kolkata

Boost in Browns Volume trend Brownisation trend in east led by Bihar & Kolkata. Boost contribution to Browns volume encouraging trend in Kolkata, weak in Bihar + Jharkhand. 27

Recommendations

The recommendations in reference to this project are :-

1) The source of growth for BOOST in 2011 should be gaining from competition from North ,West and East. 2) Attract Bournvita users which include Sole users, Core Users and Non Core users. 3) Attract and gain share form competition ,ie, Bournvita. 4) Focus on Non Health Food Drink Households with kids. 5) Gain on opportunity from Boost Sole Users Households with Kids. 6) Buid on Stamina to do more. 7) Build Science Credentials 8) Imagery through Celebs, Packaging, Tonality 9) Induce trials by sampling .

28

References

AC Nielsen

GSK.com

GSK-CH.in

29

30

31

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