Television Advertisements Impact On Customer 's Buying Behavior For The Health Drinks

1744 WordsApr 29, 20177 Pages
Television advertisements Impact On Customer’s Buying Behavior for the ‘Health Drinks which makes milk richer of Children’s’ in the area of Vadodara city ABSTRACT The concepts of health and energy have perhaps never been as popular—or pursued/coveted— as they are now. With market rivalries becoming an intense affair, brand strategists and marketers are eager to refresh their brand’s positioning and image. The focus on functional health benefits has allowed India to become the world’s largest market for malt-based hot drinks with US$1.1 billion in 2015 retail sales, with room for additional growth. In addition to health-oriented marketing initiatives, growth of malt-based hot drinks in India has been aided by a young population, growing…show more content…
(LEE, 7th May, 2016) The focus on functional health benefits has allowed India to become the world’s largest market for malt-based hot drinks with US$1.1 billion in 2015 retail sales, with room for additional growth. By 2020, India is expected to account for 47% of global malt-based hot drinks retail volume sales, up from 41% in 2015. Marketing initiatives such as age segmentation, combined with continued growth in GDP and population, are expected to contribute to an 8% retail volume CAGR for malt-based hot drinks for 2015-2020, up from the 7% CAGR for 2010-2015. India’s success with malt-based hot drinks represents a situation where a product category that has been around for decades is expected to grow faster over the forecast period than during the review period, due to the combined forces of greater income and nutrition knowledge. SELECTED COUNTRIES: 2015 PER CAPITA RETAIL VOLUMES FOR MALT-BASED HOT DRINKS AND TOTAL HOT DRINKS Country Malt-based hot drinks (kg) Total hot drinks (kg) Malt-based hot drinks as percentage of total hot drinks India 0.2 0.4 50.0% Malaysia 1.1 2.5 44.0% Singapore 1.2 3.0 40.0% UK 0.1 2.8 3.6% US 0 2.7 0.0% Source: Euromonitor International In addition to health-oriented marketing initiatives, growth of malt-based hot drinks in India has been aided by a young population, growing knowledge of health and nutrition, and an
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