Glaxo Spins Brand Promos For Boost With Cricketers

Chennai, November 26: | Updated: Nov 27 2002, 05:30am hrs
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.

We are expecting atleast three to four per cent growth in the market share of Boost in the next three years, Mr Anindya Dasgupta, group product manager of GlaxoSmithkline Consumer Healthcare Ltd told FE. 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.

Since Boost started its association with cricket in 1986 with the by now household line Boost is the secret of my energy endorsed by Kapil Dev, the brand has seen tremendous growth, especially in South India. In the region, the brand grew from six per cent share in the market in 1985 to 24 per cent, while its nearest competitor Bournvita went down from its 25 per cent market share to nine per cent in the period.

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 we plan to go to the districts of Kerala and Karnataka, followed by a national roll-out - first West, then North, said Mr Dasgupta. He was speaking at a media conference held in Chennai to celebrate the 25 years of Boosts existence.