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Heinz innovation plan has three new Glucon-D variants
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Saturday, 01 October, 2005, 08 : 00 AM [IST]
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By A Correspondent, Mumbai
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Heinz India has no plans to keep a low profile, the company has decided to become a major player in the foods business.
The company will continue aggressive marketing of the brands it acquired from Glaxo, alongwith its flagship ketchup brand that was introduced about six years ago.
In India, the MNC has adopted a three-pronged strategy for growth, mainly accelerating the growth I its base business, along with growth through innovations and then through strategic acquisitions. The second business intent has been put to gear by the launch of new flavours for Glucon D.
N Thiruambalam, vice-president and marketing director, Heinz India, said, "The glucose-based health drinks market is pegged at Rs 180 crore and is still growing. Glucon-D is the leader in the instant energy drink category and enjoys a 70 per cent market share as against Dabur's Glucose and Wipro's Gluco-Vita.
He said there is a power-packed range to choose from: Glucon-D with Vitamins and Vanilla has been fortifiedwith Vitamin B3 and Vitamin B1 that assists in the energy release process. Glucon-D Tnagy Orange and Lemony Lime have vitamin C, calcium and phosphorus and then there is the Glucon-D Regualr."
Industry observers say, Dabur's Glucose holds a market share of 14.5 per cent, while Wipro's Gluco-Vita has a market share of around 5 per cent. Affordability is one aspect that works for the Glucon-D brand. The Glucon-D Regular has been priced at Rs 32.50. Glucon D Tangy orange in 100 gm Ceka is available at Rs 20, and the 200 gm Ceka is for Rs 39.50.
Glucon D Lemony Lime, 100g Ceka is available at Rs 20 while the 200 gm sipper has been priced at Rs 49. The Vitaminised Vanilla comes at Rs 16.50 for 100 gm and the 500 gm jar comes at Rs 80.
Says Thiruambalam, "This year, we had launched a convenient Glucon D sipper with an energy meter. The meter indicated just how much of Glucon D would be required for a particular activity. The various flavours available were Tangy orange, lime and regular. In January this year, we introduced a variant of Glucon-D, India's largest selling glucose based instant energy drink by fortifying it with Vitamins B3 and B1, essential for the release of energy to keep you active all day long. Both the ventures had received a grand reception and were a huge success." Re-innovation around this brand has been a major drive taken by Heinz.
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