Pediasure

1. CASE STUDY : MERE PAAS MAA HAI
Manav Agrawal
Sydenham MMS (Marketing_assign_1)

2. MARKETING STRATEGIES : ABBOTT NUTRITION
The principle marketing strategy of Pediasure is to win the hearts and minds of the
‘mothers’ of the children.
Parent engagement is key to the sales of their product in urban India.
Pediasure spends moderate amounts on Television advertisements and has positioned
its pricing to be higher than Junior Horlicks and Bournvita L’il Champs, combined.
It uses ‘SureMoms’ programme, to counsel parents on identifying and dealing with
fussy eating habits of children and making mealtimes more interesting.
A toll free helpline and social media platform for ‘SureMoms’ has engaged mothers and
resulted in strong ‘word of mouth’ publicity.

3. MARKETING STRATEGIES : GSK
GSK’s Junior Horlick’s focuses on using celebrities as Brand Ambassadors of their
products, eg. Kajol is the Brand ambassador for Bournvita L’il Champs.
The pricing of its products, is relatively lower as compared to Pediasure, infact less than
half its price
Also, they have a stronghold over rural India, and not only focus on urban India, thereby
making them, number one, pan India.

4. POSITIONING:
PEDIASURE:
The positioning of Pediasure is that they are not only paediatricians to children,but
mothers too.
This provided high credibility to the brand in the minds of ‘mothers’ and also insulated
them from the price premium of the product.
Thus, instead of talking about DNA and brain development, they focussed on common
issues such as fussy eating
JUNIOR HORLICKS
Junior Horlicks positioned itself as ‘nourishing, yet so tasty’.
They thus focussed on the nourishment and taste value of the product.
They claim that children who consume Horlicks are taller Stronger and Sharper.

5. PEDIASURE : NUMBER 1 POSITION
If Pediasure needs to obtain number 1 position in the market, it needs to cater to the
rural market of India, which forms a good market share.
Horlicks holds its numero uno position in the market due to its presence in the rural
market.
Thus due Pediasure’s negligible presence in the rural market, GSK’s Horlicks has an edge
over Pediasure.

6. MICHEAL PORTERS 5 FORCES:
Micheal Porters 5 forces include:
(1) Industry rivalry
(2)Threat of substiutes
(3)Threat of new entrants
(4)Bargaining power of buyers
(5)Bargaining power of suppliers
For Pediasure, the various forces have the following impact:
Industry rivalry: Pediasure, though dominates the urban market, but has stiff competition
from other players such as Horlicks and Bournvita.
Threat of substitutes: Since pediasure is highly priced at Rs 270 , it may happen that parents
switch to comparitively cheaper products such as Bournvita and Horlicks priced roughly at
Rs110

7. MICHEAL PORTERS 5 FORCES:
Threat of new entrants:
New entrants in the market can always capture the market by providing better quality
products at attractive prices. Though Horlicks and Bournvita are age old companies,
new companies can also pose a serious threat to the brand.
Bargaining power of buyers:
These include bargaining volume, brand identity, price sensitivity, product
differentiation, available substitutes etc
Bargaining power of suppliers:
These include importance of volume to suplier, impact of inputs on cost or
differentiation, presence of substitute inputs and cost relative to total purchases in
industry.

8. FAB ANALYSISOF PEDIASURE:
FEATURES:
Excellent source of high-quality protein designed to meet the acceptable macronutrient
distribution range of protein for children ages 1 to 13.
Excellent source of DHA omega-3† to help support brain and eye health.
Good source of antioxidants‡ to support the immune system.
Gluten-free.
Suitable for lactose intolerance.
BENEFITS:
It helps kids grow.
Provides nutrition to kids.
Helps in dealing with fussy eating habits of children
Helps to balance uneven diet.

9. THANK YOU.