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

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PediaSure

PediaSure is a brand of health drinks that entered the Indian market in 2002 (Singh, 2014). The brand was pitted against established brands in the category such as Horlicks and Bournvita. PediaSure with its ‘37 nutrients’ positioning (see PediaSure video reference) placed itself as a drink for children between 2 and 13 years and as a complete balanced supplementary formula, which had minerals and vitamins along with carbohydrates and proteins. The proposition of the brand was weight gain, height gain and building up of immunity.

PediaSure adopted an approach that was very different from the leading brands in the category (Gupta & Dandekar, 2018). PediaSure was unlikely to have had the distribution strengths of established brands, ...