Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Boost

Boost, the chocolate-based brown-coloured drink in the milk additives category or health food drinks category makes an interesting case study when milk additive brands are considered. Given the backdrop of chocolates in the Indian culture, the brand Boost adopted a brilliant positioning strategy that has enabled the brand to stay in the leadership positon in the milk additives category since the last 45 years (the brand was launched in the year 1975–1976; GSK, n.d.).

During the 1960s and the 1970s, in the Indian context, the popularity of sports was spreading across generations. Indian culture has always been associated with films and cricket. With the onset and diffusion of radios, cricket commentaries reached several households. With ...