HCCB Case Challenge –

Season 1
T E A M H I N D U S TA N I S

Kriti Poddar – UM20273 Protyay Chakraborty – Antara Datta – UM20258

XIMB - BM UM20345 XIMB - BM
XIMB - BM
 I. Segment chosen: Grocery and Eat &
Drink Expenditure Categories Pack preference Pack preference for
Qualitative inputs from Primary Research 40%
Fruit Drinks HBL
(99 respondents): 20%
Pre- Beverages
Most popular location for Non-Alcoholic Pandemic
drink consumption: 0% Pandemic
At Home (59.6%) Current

Most common occasion for Non-Alcoholic

drink consumption
Irrespective of price/ discounts (37.4%)

Grocery - Urban Grocery - Rural Eating & Dining - Urban

Most attractive brand promotion 1) AERATED DRINKS
Complementary Food products (51.5%) • QR code on outside label
• Twice of printed % contributed
to social cause - ’Education for
children who have lost both their
Preferred mode of buying non-alcoholic
parents in COVID’
beverages
• The higher the labeled price
Offline (96%)
greater will be the percentage
contribution
Preferred Go-to
2) FRUIT JUICES
drink type Non sugar fruit juices targeting
Diabetic people
More than 70million people are
diabetic in India
Growth rate of Diabetic people of
India is around 8.5%
FRUIT JUICE CONCENTRATE/
POWDER
• Target – Children or people who
consume health drink like
Horlicks, Complan in their
breakfast
• Positioned against available
health drinks in India
• Low-priced sachets making it
affordable for rural India
• USP- Immunity Booster +
Varied Flavors
• Incorporating Indian athletes
who had a rural upbringing and
natural fruit juices as part of
their diet
CARBONATED DRINKS
• Target – Consumers who order food
online or buy offline from Restaurants,
Canteens, Bars, etc.
• USP: Points earned through scratch
cards.On the basis of the points,
customers can rent a movie,buy a
subscription of various OTT platforms,
or even share it with friends
• On the basis of the points, customers
can rent a movie (eg: You Tube, ALT
Balaji) or buy a subscription of various
OTT platforms (eg: Zee5 for INR 49
per month, Amazon Prime for INR 129
per month, Hotstar for INR 199 per
month, Sony LIV for INR 99 per
month)

II+VI: Activation ideas for

maximum business outlets
 II. Focus Cause for Marketing and Expansion III. Competition activities and how HBL
1 #SpreadingHappinessToTheWorld 2 #AbDauregaMeraDesh Beverages counters them
‘Eating
‘Eatingaadiet
dietrich
richininfruits,
fruits,
As
Asper
perthe
theNational
National vegetables,
vegetables,dairy
dairyand
andnuts
nutswill
will HBL
Commission
Commissionfor forProtection
Protection provide
providethese
thesenutrients
nutrientsin inan
an Beverages
ofofChild
ChildRights
Rights(NCPCR),
(NCPCR), adequate
adequatequantity.’
quantity.’--Dr.
Dr.
3,621
3,621children
childrenlost
lostboth
both Anuradha,
Anuradha,Child
Childand
andTeen
Teen
parents
parentsbetween
betweenApril
April1,1, consultant,
consultant,Tots
TotstotoTeen
Teen • Ordering through a QR code placed outside the store (TATA Starbucks)
2020
2020and
andJune
June5,5,2021
2021 Healthcare
Healthcare • Launched new immunity-boosting juices such as Amla Plus in a ready-

Suggested Social Media

3 #ShareHappiness to-drink format (Dabur)
• High quality fruit juices launched at ₹10 free from any preservatives
Campaigns (Groovy)
#SpreadingHappinessToTheWor • Launched 2 D2C websites to offer food and beverage bundles (PepsiCo)
Grocery(urban)
ld
Grocery(Rural) #AbDauregaMeraDesh How is HBL Beverages different?
• Direct targeting through physical scratch cards and inciting repeat
E&D(Urban) #ShareHappiness
purchases
• In a country which is often referred to as ‘Diabetes capital’ of the world,
IV. Utilization of Available HBL proposes to offer health drinks to a low tapped segment
Budget • High focus on chosen cause and not just profits

13.78 lakhs Percentage of total stores Activated or Predicted overall percentage increase in
Acquired Sales
Activation
0.276 lakhs

Acquisition
0.41 lakhs
V. Distribution of Activation
  GROCERY E&D
& Acquisition Budget
(in lakhs)   Activation Acquisition Activation Acquisition
Urban 0.024 0 0.250 0.175
Rural 0.002 0.085 0 0.150
 REFERENCES

 Financial Excel File –

https://drive.google.com/file/d/1lmUrMZ0LMzzkmFJDRCOoZNmXojrpcY_9/view?usp=sharing

 Qualitative Research Google Form – https://forms.gle/VfA9s7Mok2BsmMHL7

 Qualitative Research Findings –

https://docs.google.com/spreadsheets/d/1nLVsHmN1N-zlExJuKO4piDczhZyXqBuC/edit#gid=84566471
6

 Diet Essentials for Growing Athletes -

https://timesofindia.indiatimes.com/life-style/health-fitness/diet/diet-essentials-for-a-growing-athlete/artic
leshow/48278368.cms

 Groovy Rural Market Penetration -

https://www.businessinsider.in/business/startups/news/groovy-earned-15-crores-just-by-selling-juices-d
uring-covid-19-pandemic/articleshow/84166874.cms

 India is home to 77 million Diabetics -

https://www.thehindu.com/sci-tech/health/india-has-second-largest-number-of-people-with-diabetes/arti
cle29975027.ece