GlaxoSmithkline Consumer Healthcare Ltd, the number one player in the Rs 1,350 crore health food drink (HFD) industry, is expecting the energetic combination of its brand ambassadors Sachin Tendulkar and Virender Sehwag to boost the market share of its brand ‘Boost’. The company is planning a series of promotional events around cricket in general and the two personalities in particular in the next 12 months to cash in on its association with the team game.
According to sources the company is expecting at least three to four per cent growth in the market share of Boost in the next three years.
Boost is currently running neck to neck with its nearest competitor Bournvita from Cadburys with a 12 per cent share in the HFD market. Horlicks is the biggest player in the industry with a 55 per cent share, while Complan has an eight per cent share and a host of other brands like Milo, Viva and Maltova have a three to four per cent share of the market.
To expand its association with the game and promote cricket among youngsters, the company starting holding ‘Boost Cricket Cup’ in 1998 with 16 Chennai schools. This year, 113 schools from Chennai, Bangalore, Hyderabad and all districts of Tamil Nadu and Andhra Pradesh are participating in the tournament. Next year the company plans to go to the districts of Kerala and Karnataka, followed by a national roll-out - first West, then North.