Boost is a chocolate flavoured health food drink made by GlaxoSmithKline. It was launched in 1977 in India.
The first brand ambassador for Boost was the cricketer Kapil Dev in 1986. Sachin Tendulkar became the brand ambassador with his Debut in 1989. Virender Sehwag joined in 2002. Mahendra Singh Dhoni became the brand ambassador in 2008.
The product's slogan "Boost is the secret of my energy" is ubiquitous in India.[citation needed]
Introduction: Boost is a nutritional energy drink, especially for children. Boost is one of the major players in the Rs 1400 crore Indian Health Food Drink (HFD) market. The HFD market is having two segments: White powder segment and brown segment. The market is dominated by white powders. Boost is a malt milk additive with the flavour of chocolate. It is a chocolate flavoured health food drink made by GlaxoSmithKline. Boost has a share of around 12% in the HFD market. Boost is positioned as an energy drink. The tagline "Boost is the secret of my energy" has remained a blockbuster all through these years. The tagline has highest recall among the TG. Boost is also the first HFD brand to be endorsed by a celebrity. It was launched in 1977 in India.
Manufacturer: Boost is manufactured by GlaxoSmithKline. GlaxoSmithKline is a United Kingdom-based pharmaceutical, biological, and health care company. GSK is the world's second largest pharmaceutical company and a research-based company with a wide portfolio of pharmaceutical products covering anti-infective, central nervous system, respiratory, gastro-intestinal/metabolic, oncology, and vaccines products. It also has a Consumer Healthcare operation comprising leading oral healthcare products, nutritional drinks, and over the counter medicines.
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. Its global headquarters are GSK House in Brentford, London. The company is listed on the London and New York stock exchanges. The single largest market is in the United States (approximately 45% of revenue), although the company has a presence in almost 70 countries. Some of the company's products include: Advair, Aquafresh, Boost, Gly-Oxide, Horlicks, Nicoderm, Ribena, Sensodyne, Trizivir, Veramyst, Wellbutrin, Zantac. Glaxo SmithKline has been active in a global alliance to eliminate Lymphatic Filariasis. In addition Glaxo has been short-listed for awards such as the World aware Business Award for its work to eliminate malaria in Kenya. GlaxoSmithKline was named one of the 100 Best Companies for Working Mothers in 2007 by Working Mother magazine and was recognized by the International Charter for its efforts. GSK also received a perfect score of 100 percent from the Human Rights Campaign Foundation's 2008 Corporate Equality Index, an annual report card of corporate America's treatment of gay, lesbian, bisexual, and transgender (GLBT) employees, customers and investors. GSK also supports employee diversity networks for groups such as ECN, PTPN, GLBT, AAA, etc.
The brand became national in 1980's. Glaxo rules the Indian HFD market with a share of around 64 %. The market is ruled by Horlicks and the leader is flanked by flanker products Maltova and Viva.
Type of Market: Boost is a part of Indian Health Food Drinks (HFD). HFD is targeted at children aged 5-18. The market is huge since this is the age group that demands some kind of energy drink. The kids are active and playing during this age and the pressure is on the home maker to keep the energy level of the kids high using some drinks. Boost was innovative not only in the promotion front but also in product improvements. In 2002, as a part of its repositioning, the brand came out with Power Boosters: which contains Copper and Biotin. It was first of its kind in this segment. Boost also innovated in packaging. Over these years, the packaging became contemporary and stylish to reflect the changing consumer preferences. This was good enough to attract children. 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.
Product: A brand will become successful only if the owner invests in the brand for the long term. Boost is a testimony of that. Over these years, the brand has been positioned and repositioned in tune with the consumer. During the late nineties, consumer insights showed that although the kids liked the promos involving Sachin, they felt somewhat distant from the brand (because Sachin was perceived to be extraordinary). Realising this 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. During this time, boost successfully created its brand name and became popular between the children. After the initial growth, the brand landed in the mature stage of PLC during 1980's with sales plateauing. The brand repositioned itself through a careful planned strategy backed by consumer insight. The brand realised that kids are strong influencers of the purchase process for such products and once kids get hooked onto such drinks, brand loyalty can be assured.
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