GSK in 1972 planned to enter in malted milk food industry by launching its product BOOST

Boost

is health food drink (HFD), which is positioned on the energy platform in India. It is malt-based health food drink in chocolate favour. Launched in 1975. It has a market share of 13% countrywide amongst all health food drinks.

 Boost

is manufactured by GlaxoSmithKline. GlaxoSmithKline is a United Kingdom-based pharmaceutical, biological, and health care company. Glaxo rules the Indian HFD market with a share of around 64 %. Boost was the first brand to introduce yellow granules in its formulation as part of the Power Boosters re launch in November 2002.

Boost is a part of Indian Health Food Drinks (HFD). Targeted at children aged 518. The market is huge since this is the age group that demands some kind of energy drink. With competitors like bournvita, complain, horlicks, this brand had to attract the children and provide them with a better, healthy, tasty, and nutritional energy drink.

 Promotion

campaigns such as freebies and contests targeted at children who force their parents to buy these products. Free gifts like crystal jars, pet jars and sippers also attract consumers. Hospitals, school, colleges. Official energy drink of Rajasthan royals. Vending machines.

 After

the initial growth, the brand landed in the mature stage of PLC during 1980's. The brand realised that kids are strong influencers of the purchase process for such products. GSK also identified cricket as the vehicle to Boost the Sale of Boost. During 1980's Kapil dev was roped in as the brand ambassador for Boost and as a cricketer.

Boost got the energy from Kapil and GSK had found the success mantra. During 1990's Sachin endorsed this brand when he was in his teens. During those times, the ads showed both Kapil and Sachin together endorsing the brand and thus ensured that the transition is smooth. From 1990-present, Sachin has been endorsing this brand. I think Boost and Sachin hold the record for longest association between a brand and celebrity at least in India. The brand started boost world cup in 1998.

 Late

nineties, consumer insights showed that although the kids liked the promos involving Sachin. In 2000, the brand also roped in Sehwag to endorse the brand that time, Sehwag and Sachin was at fire as the opening pair. In 2002, as a part of its repositioning, the brand came out with Power Boosters : which contains Copper and Biotin. Boost also innovated in packaging, packaging became contemporary and stylish to reflect the changing consumer preferences.

Brand changed its tagline to " Boost is the secret of my energy' to " Boost is the secret of OUR energy". In 2005, the brand came with Choco Blast (more chocolate) and Advanced Energy Boosters to counter the threat from Bournvita who now has the Chocolate taste of "Five Star" in it. In the same year it launches BOOST CRICKET ACADEMY.

 The

first brand ambassador for Boost was the cricketer Kapil Dev in 1986. SachinTendulkar became the brand ambassador with his Debut in 1989. Virender Sehwag joined in 2002. Mahendra Singh Dhoni became the brand ambassador in 2008. Boost is the first HFD to have used celebrity endorsement to convey its energy proposition.

BRAND AMBASSADORS

 Boost

positioned as an energy drink. Boost is the secret of my energy. Dynamic positioning by using copper and biotin. The main identity of Boost is, it is brand amdassadors ,first they introduced Kapil Dev then they came up with Master Blaster Sachin tendulkar and now recently Virender Sehwag and Mahinder Singh Dhoni.

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