PediaSure Competitor Analysis Report

Muhammad Ali
Email:phr_ali91@hotmail.com

• Company Profiles
• Global Market Overview
• Pakistan Market Overview
• Market Dynamics
• Drivers
• Opportunities
• Challenges
• PEST Analysis
• Marketing Mix (4P’s)
• Product
• Placement
• Wholesale Audit
• Retail Audit
• Pricing
• Promotion
• Recommendation

Abbott Laboratories
Abbott Laboratories is an American health care company with headquarters in Lake Bluff,
Illinois, United States.
The company was founded by Chicago physician Wallace Calvin Abbott in 1888 to formulate
known drugs; it eventually grew to also sell research-based drugs, medical devices,
diagnostics, and nutritional products.
It split off the research-based pharmaceuticals into AbbVie in 2013.
In 2017, revenues were $27.39 billion.
phr_ali91@hotmail.com

Abbott Laboratories

Abbott Laboratories
Abbott Laboratories (ABT) has generated revenues from a diversified healthcare business
spanning across geographies and following primary segments:
1. Nutritional Products
2. Diagnostic Products
3. Established Pharmaceuticals
4. Medical Devices
.

Nutritional Products Segment
 Abbott’s Nutritional Products segment consists of a broad portfolio of products such as
Similac for infants, Pediasure nutrition supplements, Nepro for dialysis patients, and
Glucerna for diabetes patients. Abbott’s nutritional product segment consists of nutritional
products for adults as well as infants.
 Abbott Laboratories is the leader in adult nutritional products across the world and in
pediatric nutritional products in the US, which account for around 45% and 55%, respectively,
of the total revenues of Abbott’s Nutritional Products segment. Product brands catering to
adult nutritional products segment includes Ensure, whereas Similac and Pediasure are the
major product brands in the segment’s pediatric nutritional products category.

Abbott Laboratories Pakistan
On July 02, 1948, Abbott started its operations as a marketing affiliate in Pakistan. In 1982,
Abbott got listed as public limited company in Pakistan
Abbott Pakistan has more than 1500 employees
It has two manufacturing plants in Karachi located at Landhi and Korangi
Abbott Pakistan has market share of 6.22% in pharmaceutical industry
Overall Abbott Pakistan Grew at 10.6% in 2018 MAT Q1 and retained its position as the
world's and largest research based pharmaceutical company in Pakistan
One of the best global companies in terms of operational excellence.

Abbott Pakistan Key Numbers
Industry Abbott
Value in Pkr 360,763,935,239 22,440,217,057
Unit 2,715,981,886 192,072,374
Share % 100 6.22
Growth % 10.85 10.60
CAGR % 12.84 10.94
Evolution Index % 100 99.78
Absolute Growth in
Pkr
35,299,892,917 2,150,614,882
Price Change in Pkr 2,966,389,743 8.40 % 172,188,704 8.01%
Volume Change in
Pkr
20,325,508,748 57.58% 1,692,500,004 78.70%
Line Extension in Pkr 883,927,192 2.50% 117,605,913 5.47%
New Product in Pkr 2,137,708,869 6.06% 9,021,730 0.42%

LEVELS AND TRENDS IN CHILD MALNUTRITION
https://data.unicef.org/wp-content/uploads/2018/05/JME-2018-brochure-.pdf phr_ali91@hotmail.com

https://data.unicef.org/topic/nutrition/malnutrition/
The interaction between undernutrition and infection can create a potentially lethal cycle of worsening illness and
deteriorating nutritional status. Poor nutrition in the first 1,000 days of a child’s life can also lead to stunted growth,
which is associated with impaired cognitive ability and reduced school and work performance
Global Nutrition Data

Infant/Baby Nutrition Market
The market is estimated to reach USD 53.21 billion at the end of 2015. Considering the
current status, growth indicator and expected future trends, the market is further estimated
to reach USD 76.48 billion by 2018, growing at a CAGR of 6.9% during the forecast period of
2015 to 2021.
Almost half of baby food (46%) value sales come from North America and Europe, while
Asia-Pacific accounts for 49% of baby food and 53% of formula value sales.*
Brand name, nutrition and safety are the most important purchase criteria for baby food.
Price is an important purchase consideration in developed markets.
Source : Mordor Intelligence
https://www.statista.com/statistics/249469/global-baby-food-market-size-2015/

https://www.statista.com/statistics/249469/global-baby-food-market-size-2015/phr_ali91@hotmail.com

http://economists-pick-research.hktdc.com/business-news/article/Research-Articles/From-cradle-to-school-opportunities-for-babies-and-children-s-
food/rp/en/1/1X000000/1X09TBY5.htm
US $ billion 2008 2012 2016
% share in
2012
% CAGR
2007-2012
% CAGR
2012-2016
Baby Food 35 48.2 69.2 100 8.4 9.4
Milk Formula 23.4 34.8 52 72.2 10.4 10.6
Prepared Baby Food 6.5 7.1 8.8 1437 2.3 5.5
Dried Baby Food 3.7 4.8 6.6 9.9 7.0 8.3
Other Baby Food 1.5 1.6 1.8 3.2 1.9 4.2
Source Euro Monitor
Global Retail Sales of Baby food

6
7.8
1.3 1.4 2.1
0.4
13.6
6.4
8.1
1.3 1.8
3.1
0.6
26.1
0
5
10
15
20
25
30
US EU Japan Brazil Russia India China
Retail Sales Forecast of Baby Food in Selected Markets
2012 2016
http://economists-pick-research.hktdc.com/business-news/article/Research-Articles/From-cradle-to-school-
opportunities-for-babies-and-children-s-food/rp/en/1/1X000000/1X09TBY5.htm

http://economists-pick-research.hktdc.com/business-news/article/Research-Articles/From-cradle-to-school-opportunities-for-babies-and-children-s-
food/rp/en/1/1X000000/1X09TBY5.htm
% US Germany UK Japan Brazil Russia India China
Super Market 33 20.2 37.4 40.8 41.7 20 2.0 53
Hypermarket 28.1 14.8 37.6 0.0 38.1 5 3.2 18
Discounters 2.3 7.1 0.2 0.0 0.2 0.0 0.0 0.0
Small Grocery 7.8 5.6 1.1 1.8 8.5 30 48.7 6.8
Health And Beauty
Retailers
3.7 41.1 18.4 40.8 10.9 33 45.7 1.7
Other Non Grocery
Retailers
24.9 11.3 0.0 9.8 0.3 8.3 0.0 19.0
Non Store Retailing 0.3 0.0 5.3 6.9 0.3 2 0.0 1.5
Total 100 100 100 100 100 100 100 100
Sales of Baby Food by Distribution Channel in 2012

Leading Player Globally
The infant nutrition industry is highly consolidated, with five multinationals holding some
two-thirds of the world market.
The U.S. is dominated by two competitors: Abbott and Mead Johnson.
In West Europe, whose market size is roughly equivalent to the U.S. in volume, the leading
companies are Nestlé and Numico (Danone).
In Asia the trend is for the major players to be present through joint ventures and the
development of local production.

Pakistan NNS Survey
Pakistan is one of the ten countries in the world where more than half of the under-five year
old population suffers from either stunting or wasting, or both.
National Nutrition Survey (NNS) was conducted in 2011 and results showed very high
prevalence of acute and chronic malnutrition (Wasting : >15 percent, Stunting: 43.7 percent
and Underweight: 31.5 percent) among children under five years of age The survey also
shows that almost 50 percent of women are suffering from anemia and 15 percent of women
are suffering from energy /caloric deficiency

Pakistan NNS Survey
http://www.finance.gov.pk/survey/chapters_17/11-Health.pdf

Pakistan Market Overview
The Pakistan Baby/infant/child nutrition market figures is
Value Pkr 17.32 billion
Volume 48 million
Growth 7.43%
Considering the current status, growth indicator and expected future trends, the market is
further estimated to reach .
 Value estimated Pkr 26 billion by 2022,
 growing at a CAGR of 11% during the forecast period of 2018 to 2022.
Price is an important purchase consideration in Pakistan markets.

Market Breakup
ATC Class III : V06C & V06D with Molecule (Infant Milks, Infant Food Modified, General
Nutrients , Baby Milks)
Class Code Class & Molecule Value Volume Growth % Share %
SELECTED TOTAL 17,322,242,426 48,088,254 7.43 100
V06C INFANT FORMULAS 17,064,044,369 47,185,783 7.91 93.41
227 INFANT MILKS 14,696,401,735 30,529,400 7.56 86.12
622 INFANT FOOD MODIFIED 2,366,215,747 16,654,150 10.27 13.87
305 GENERAL NUTRIENTS 1,426,887 2,233 -52.77 0.01
V06D
OTHER GENERAL
NUTRIENTS 258,198,057 902,471 1.08 6.59
305 GENERAL NUTRIENTS 138,035,457 725,739 1.24 47
227 INFANT MILKS 120,162,510 176,732 -0.32 53

Leading Players of Market
S.No. Corporation Value Volume Growth Share
SELECTED TOTAL 17,322,242,426 48,088,254 7.43 100.00
1 NESTLE PAKISTAN LT 6,185,885,565 33,022,827 5.26 33.86
2 MORINAGA 3,838,156,142 5,212,762 10.68 21.01
3 MEIJI PAKISTAN 3,341,245,505 4,524,724 8.08 18.29
4 ABBOTT LAB PAK LTD 2,179,636,579 2,423,286 12.64 11.93
5 THE SEARLE COMPANY 1,420,741,981 1,708,710 15.54 7.78
6 NUZZER PHARMA 446,368,912 602,462 17.36 2.44
7 NUTRICIA 224,007,350 356,506 -32.24 1.23
8 LACTALIS INTERNATI 123,057,839 174,100 -27.10 0.67
9 PHARMEVO PVT. LTD. 114,542,464 157,911 194.94 0.63
10 BIO FOOD NUTRITION 114,056,669 199,634 11.08 0.62
11 NUTRI PHAR. 88,460,473 219,204 -32.41 0.48
12 FASSKA-BELGIUM 87,709,936 134,271 -13.96 0.48
13 INDUS 37,332,060 47,116 48.40 0.20
14 GSK CONSUMER 27,220,467 420,833 -71.39 0.15
15 NUTRICIA A.M.N. 17,036,304 6,015 20.52 0.09

Top Leading Player
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Growth
ValueInMillions
Value Growth

Product Per Yield
S.No. Corporation Value Product PPY
1 NESTLE PAKISTAN LT 6,185,885,565 31 199,544,696
2 MORINAGA 3,838,156,142 6 639,692,690
3 MEIJI PAKISTAN 3,341,245,505 6 556,874,251
4 ABBOTT LAB PAK LTD 2,179,636,579 18 121,090,921
5 THE SEARLE COMPANY 1,420,741,981 39 36,429,282
6 NUZZER PHARMA 446,368,912 3 148,789,637
7 NUTRICIA 224,007,350 23 9,739,450
8 LACTALIS INTERNATI 123,057,839 12 10,254,820
9 PHARMEVO PVT. LTD. 114,542,464 4 28,635,616
10 BIO FOOD NUTRITION 114,056,669 2 57,028,335
11 NUTRI PHAR. 88,460,473 6 14,743,412
12 FASSKA-BELGIUM 87,709,936 5 17,541,987
13 INDUS 37,332,060 4 9,333,015
14 GSK CONSUMER 27,220,467 1 27,220,467
15 NUTRICIA A.M.N. 17,036,304 3 5,678,768

Product Per Yield
0
1
2
3
4
5
6
7
Billions
Product Per Yield
Value PPY

Market Trends
 Parents’ choice of baby food is highly influenced by doctors’ recommendations.
 Parents in rural regions are influenced by the recommendations of health workers.
However, medical representatives of baby food companies try to push their products
through doctors by providing free samples and commissions to doctors.
 Educated urban consumers learn about the products through various social media
platforms to understand what is best for their babies.
 Introduction of more products to market most growable market in IMS.

Market Drivers & Opportunity
 There are few things as precious for their child, and parents want the very best for their
child.
 Rising health concerns towards the overall development of the baby and growing
number of malnutritional cases are the key factors driving the growth of the market.
 Increasing awareness among people about the various health benefits of feeding baby
foods to infants and young babies is fueling the demand for baby foods across the
globe.
 Increasing spending on children's healthcare coupled with continuous innovation and
aggressive marketing by various baby food manufacturers has facilitated the global
baby food and infant formula market.

 The rising middle class in the developing world has opened new opportunities. The
total population of Pakistan in 2012-13 is 184.35 million out of this; the working
population is 110 million which is the 60 percent of total population.(Pakistan 2017
census 207,774,520 and 60% 124 million)
 Higher birth rate i.e.21.9 births/1,000 population (2017 est.)
 Increasing number of working women and the need for convenient and portable
nutrition for their babies has created a large market for baby foods and infant formula.
In Pakistan, Female labor force participation rate increased from 15.6 percent in 2012-
13 to 15.8 percent in 2014. .(Pakistan 2017 census 207,774,520 and 16% 33 million)

 Increase in disposable income GDP per capita($5400 2017 est.)
 Expansion of market in middle urban and rural areas
 CAGR of 11% during 2018-2023
 The convenience of baby food available throughout the country will support the
growth of baby food in Pakistan
 Increasing prosperity and modernization drives baby food growth
 Introduction of innovative products and reduction in prices.

Challenges
 Baby care manufacturers, there’s plenty at stake in the battle for baby bucks.
 Parents’ hearts and minds are not easily won.
 Numerous branded and store-brand products at various price points compete for
moms’ attention.
 Competition from National company substitutes
 Cultural aspects.
 Regulations on infant/child food(New Enlistment Rule by DRAP)
 Price sensitivity of Pakistani Market

Political factors
Government policies effecting pharmaceutical industry plays a vital role
International certification of product. As Abbott is a multinational
pharmaceutical company, therefore international certifications and
policies play a vital role.
As Abbott is an American pharmaceutical company, therefore, world
politics also plays an important role. Due to various political issues in
Pakistan and Afghanistan, the sales may fluctuate based on the campaign
against American products.
Economic factors
Government taxes
Raw material for manufacturing of the product
Basic cost, Human resource. If the cost is minimized , it will provide more
opportunity to vary the price of the product, thus, providing chances of
increased sales.
Social factors
Word of mouth plays an important role in the sale of pediasure
Knowledge of the sales girls regarding product
Advertising of product
Interactive sessions to provide basic information of the product
Technological factors
Modern technological innovations have completely transformed product
cycle.
Advertising is much easy now due to social media
PEST Analysis for Pediasure

Pediasure Market Offerings
Brand: Pediasure, Pediasure Complete, Pediasure Tripplesure
Product offer : Nutritional Value to the child health
Target Audience: Mother as customer
End Consumer: Children(2-12)
Quality of product: Premium quality
Pricing: Affordable (basic product with better Price)
Geographic: Rural (36%) and urban (64%)
Economic class: Middle and upper class

Pediasure Triplesure System
• Pediasure Is Scientifically Designed For Children With Feeding Difficulties
• Pediasure Triplesure Can Be Used As Sole Source Of Nutrition
• Benefits Of Pediasure Are Proven In 25 Clinical Studies
• Pediasure With Triplesure System Contains Macro And Micronutrients That Result
• I) Physical Development (A/C to study by pedro.A.Alarcon published in clinical pediatrics .2003)
• II) Brain Development (A/C to study collins MD, gibson published in american journal of clinical nutrition 1999)
• III) Immunity Support (A/C to study by fisberg published in international pediatrics .2002)
• Pediasure contains FOS & probiotics which help in maintaining gut health
• Available in delicious flavors Classic vanilla, milk chocolate, fresh strawberry flavors in 400 gm & 900gm tin.
• Standard dilution is 5 scoops +190 ml water =225 ml drink
http://www.nutritionnews.abbott/utility-pages/products/pediasure.html
https://abbottnutrition.com/search/result?q=pediasure

Horlicks
• SUPPLEMENTATION WITH MICRONUTRIENTS HELP MAKE KIDS
TALLER STRONGER SHARPER
• Now proven Micronutrient supplementation can play a role in overcoming nutritional
deficiencies.
• Great flavors to support compliance
• Available in 500 gm, 200 gm packs and sachets(15 and 18 gm).
• Horlicks chocolate 400gm.
• Standard dilution 3 teaspoonful + a little hot milk=200 ml drink

Meiji BIG
• SOCH BARI MANZIL BARI
• Docosahexaenoic Acid (DHA) is necessary for brain and retina
• Calcium for better growth and stability of teeth and bones
• Fructo-Oligosaccharide (FOS) increases bifidus which is good for whole body and prevents infections
• taurine, which is contained in mother's milk, and is considered necessary for cerebral and retinal
development in infants and children.
• natural ß-carotene, which is considered to be a vital antioxidant.
• Proteins gives strong foundation of physical development and are processed into a soft-crud from to make
them easy to digest and absorb
• Available in delicious flavors Classic vanilla, in 400 gm & 900gm tin.

Nutritional Value Comparison
Nutrients PEDIASURE TRIPLESURE /100gm HORLICKS /100gm Meiji Big /100gm
Energy 464 Kcal 370 Kcal 459 Kcal
Protein 13.87 gm 10 gm 14.5 gm
Fat 18.12 gm 2 gm 18 gm
Linoleic acid 4.17 g - 2.6 gm
Alpha Linoleic acid 0.47 g - 410 mg
DHA 23 mg - 35 mg
Carbohydrate 60.43 gm 78 gm 50.6 gm
Fructo oligosaccharide 2.06 gm - 1.9 gm
Taurine 33.3mg - 33 mg
Carnitine 7.9 mg - 100 mcg
Inositol 37.0 mg -
Vitamin A 926 IU or 273 mcg 741 mcg 500 mcg
Vitamin D 370 IU or 9.29 mcg 4.6 mcg 7.0 mcg
Vitamin E 10.7 IU or 7.2 mg 2.5 mg 6.5 mg
Vitamin K 27.3 mcg - 32 mcg
Vitamin C 46.3 mg 148 mg 60 mg
Vitamin B9 (Folic Acid) 111 mcg 370 mcg 210 mcg
Vitamin B1 (Thiamine) 1. 4 3 mg 1.3 mg 700 mcg
Vitamin B2 (Riboflavin) 0.98 mg 3 mg 800 mcg
Vitamin B6 (Pyridoxine) 1.21 mg 3.6 mg 700 mcg
Vitamin B12 1.39 mcg 1.9 mcg 1.2 mcg

Nutrients PEDIASURE TRIPLESURE /100gm HORLICKS /100gm Meiji Big /100gm
Niacin (Vitamin B3) 6.94 mg - 8000 mcg
Pantothenic acid (Vitamin B5) 3.24 mg - 4000 mcg
Biotin (Vitamin B7) 9.3 mcg - 12 mcg
Choline 139 mg -
Mineral Ash 3.10 g - 4.1 g
Sodium 176 mg 145 mg 220 mg
Potassium 606 mg 400 mg 790 mg
Chloride 469 mg 205 mg 520 mg
Calcium 463 mg 741 mg 700 mg
Phosphorus 388 mg 210 mg 390 mg
Magnesium 91.7 mg 65 mg 80 mg
Iron 6.48 mg 26 mg 8.5 mg
Zinc 3.10 mg 4.3 mg 4.0 mg
Manganese 0.69 mg -
Copper 0.30 mg 0.65 mg 320 mcg
Iodine 44.9 mcg 139 mcg 100 mcg
Selenium 14.8 mcg 37 mcg
Chromium 13.9 mcg -
Molybdenum 24 mcg -
Nucleotides 14 mg
Milk phospholipids 340 mg

Comparison
PEDIASURE TRIPLESURE /100gm HORLICKS /100gm Meiji Big /100gm
Scoop Serving 5 scoop (49 gm) + 190 ml water 3 scoop (27 g) + 200 ml water or milk 7 scoop (41) +210 ml water
Flavor
3 flavor
Vanilla
Chocolate
Strawberry
4 flavors
Chocolate
Malt
Traditional
Ela chi
1 flavor
vanilla

Distribution

Channel in market
Hypermarket & Large Supermarket
Pharmacy & Chemist
Small Supermarket
Hard Discounter &Traditional

Wholesale, Distributors & Pharmacies Universe
ENTIRE COUNTRY
Total Wholesale 4,443
Total Distributors 1,045
Normal Pharmacies 47,139
Private Hospital Pharmacies & Vicinity Pharmacies 11,222
Total Pharmacies 58,541
Source: IMS IQVIA

Trade Landscape
* CIA World Factbook **Others: Pan/cigarette shops, tea stalls, juice corners and Horeca *** Of major FMCG companies. For pharma companies, 100% contribution comes through the MS channel
Source: Nielsen Source: Bloomberg
Pakistan Urban Semi-Rural/Rural
Population* 82 Million 123 Million
Outlets 263,000 303,781
Outlet Buys from Distributor/wholesaler Nearest urban town
Assortment Wide – all categories Strong/Established Categories – LUPs
Company Direct Sales* 95% 5%
Urban Channels
General
Stores
Kiryana
Stores
Wholesale
Medical / Gen
Med Stores
Self-
Service/MT
Others**
% of Universe 48% 13.5% 4% 11% 0.5% 23%
Sales
Contribution***
36% 11% 21% 10% 18% 4%
Store Count FLAT FLAT
FMCG Total Sales 691,159 Million PKR

Pakistan Urban Geographic Split
Strata 1 Strata 2 Strata 3 Strata 4 Strata 5 & 6
2
Towns
67,000 Outlets
34%
Population
10
Towns
60,000 Outlets
25%
Population
53
Towns
60,000 Outlets
21%
Population
73
Towns
36,000 Outlets
10%
Population
239
Towns
40,000 Outlets
10%
Population
20% of population and 30% of
outlets in 312 towns
80% of population and 70% of
outlets in 65 towns
18.8 mil 15.8 mil25.6 mil
Source: Nielsen phr_ali91@hotmail.com

Availability ratio in wholesale
0
20
40
60
80
100
120
Pediasure Horlicks Meiji

Whole Sale (Dansoo Hall, Katchi Gali)
N=11 OUTLETS UNIT WISE SALES (Sales of 400gm tin)
72
24
12
36
12
24
12 12
20
12 12
0
10
20
30
40
50
60
70
80
Decent Store A.A.R
Corporation
AGAR Store Ahmed &
Company
Al Azmat
Traders
Altaf Store Amna
Traders
Anwar
Traders
Aysha
Enterprise
Everest
Traders
F.I.T Traders

Availability Ration in Retail
70
75
80
85
90
95
Pediasure Horlicks Meiji Big

Retail Audit
Old City area
Gulshan e
Iqbal/Gulistan e Johar
FB AreaDefense/CliftonBahadurab
ad/PECHS
960
2160
288
48 0 72 120 48 24 24 12 12 24
480528
12 0
240
360360260240
24 48 15 120 72 48 0
120
0
500
1000
1500
2000
2500
ChaseDepartmentStore
ImtiazProvisionStore
NaheedSuperMarket
TeemmMartZamzama
ShopNGoSuperStore
SpringsSuperStore
SunnyMedicalStore
AghasSuperMarket
HussainsPharmacyInc
PharmacyPlus
NewStepInnPharmacy…
FamyMedicalStore
FairWayPharmacy
Hyperstar
DaimondSuperMarket
TAHAMEDICALSTORE
AgaKhanMaternity
ShazzMedicalStore
AlJadeedSuperMarket
BinHashimPharmacy&…
Metro
Timemedicos
SuperFineGeneralStore
AgaKhan
Timesuperstore
KausarMedicos
Starmedicalstore
Bhuranihospital
Sevendayhospital
Tajmedicalstore

Retail Audit (Area Wise)
100%
91%
100%
67%
86%
100%
82%
100% 100%
43%
100%
91%
100% 100%
86%
0%
20%
40%
60%
80%
100%
120%
Gulshan e Iqbal/Gulistan e
Johar
Defence/Clifton Bahadurabad/PECHS FB Area Old City area
Percentageavailability
Area
Availability
Pediaure Horlicks Meiji

Retail Audit
Traditional Store
Pharmacy & Chemist
Hyper & Supermarket
Hospital
pharmacy
0 48 48 0
960
2160
288
48
480 528
360 360 260
120 24 24 12 12 24 12
240 240 120 72 120 48 0 72 24 15
0
500
1000
1500
2000
2500
AgaKhanMaternity
AgaKhan
Bhuranihospital
Sevendayhospital
ChaseDepartmentStore
ImtiazProvisionStore
NaheedSuperMarket
AghasSuperMarket
Hyperstar
DaimondSuperMarket
AlJadeedSuperMarket
BinHashimPharmacy…
Metro
SunnyMedicalStore
HussainsPharmacyInc
PharmacyPlus
NewStepInn…
FamyMedicalStore
FairWayPharmacy
TAHAMEDICALSTORE
ShazzMedicalStore
Timemedicos
KausarMedicos
Starmedicalstore
Tajmedicalstore
TeemmMartZamzama
ShopNGoSuperStore
SpringsSuperStore
SuperFineGeneral…
Timesuperstore

Retail Audit (Distribution Channel Wise)
0%
20%
40%
60%
80%
100%
120%
Hyper & Supermarket Traditional Store Pharmacy & Chemist Hospital pharmacy
Percentageavailability
Area
Availability
Pediaure Horlicks Meiji

Prices
Pack size PEDIASURE HORLICKS Meiji Big
200gm Rs. 219
400 gm. Rs 990 Rs. 687
500 gm
Rs. 455 or Rs. 480 Horlicks
Chocolate
Rs 660 Horlicks Elaichi
Rs 455 Horlicks Malt
Rs 595 Horlicks Traditional
850 gm Rs 2200 or Rs 1965
900 gm Rs. 1,482

Product Name IMS MRP Price Per Average Gram
PEDIASURE TRIPLESU POWD.VAN 400G 990.2174 2.48
PEDIASURE TRIPLESU POWD.CHOC 400G 990.2174 2.48
PEDIASURE TRIPLESU POWD.STRAW 400G 990.2174 2.48
PEDIASURE TRIPLESU POWD.VAN 850G 2105.435 2.48
PEDIASURE TRIPLESU POWD.CHOC 850G 2105.435 2.48
PEDIASURE TRIPLESU POWD.STRAW 850G 2105.435 2.48
MEIJI BIG MEI
MEIJI BIG POWD MILK 900G 1502.174 1.67
HORLICKS .GH
HORLICKS POWD.VAN GRO 400G GROW 506.25 1.27
HORLICKS .GH
HORLICKS POWD.CHOC 200G 174.8295 0.87
HORLICKS SACHETS 18G 8.738636 0.49
HORLICKS POWD. MALT 500G 393.3523 0.79
HORLICKS POWD. MALT 200G 174.8295 0.87
HORLICKS SACHETS 15G 8.738636 0.58
HORLICKS POWD. JUNIOR 150G 163.7727 1.09
HORLICKS POWD. 500G 317.3977 0.63
HORLICKS POWD. 200G 132.25 0.66phr_ali91@hotmail.com

Promotion

Media Advertisement

Promotion Representative In Super Store
Parameters Nido Pediasure Horlicks Meiji Morinaga
Promotion girls in Super
store
20 More than 100
in Khi
0 0 0

Field Force
Field Force 32 24 20 30 36

Trade Discounts
% TP to MRP Difference 8% 8% 12% 8% 8%
Extra Discount 2% 4% NA NA NA
On Credit No No Yes Yes No

Recommendation

Recommendation
 Tin Packaging to Carton with Aluminum Pouch or Pouch Base Packaging or
Plastic Jar base to reduce cost to attract price sensitive customer. The popularity
of pouches among the consumers is increasing day by day in view of their ease
of use and the handling flexibility on offer. Besides, pouches are very convenient
for the baby who can thus independently self-feed themselves. They also act as
a more attractive proposition for customers looking for new innovative and
convenient nutrition products.
 Modify the communication strategy on Packaging like Horlicks to create
awareness in Layman terms for direct costumer marketing

Recommendation
 Engage the working women's on the social media platform by giving them awareness and
assurity that pediasure is for their children's health benefits
 Tag the pediasure with celebrity endorsement to get the share in the mind of costumer
 Do CSR activity in schools to engage children because Kids represent an important
demographic to marketers because in addition to their own purchasing power (which is
considerable) they influence their parents’ buying decisions and are the adult consumers of
the future.
 A higher penetration of products enabled by efficient distribution network and
trustworthiness of the company has helped the company to maintain its share in the
category phr_ali91@hotmail.com

Recommendation
 Rapid growth of E-commerce like dawai.com, sehat.com, Metroonline.com engage
them for availability of all SKU’s of Pediasure.
 Introduce a mobile app to cater of health professional as well as mothers to provide
precise information regarding child health and how pediasure help them
 Short YouTube videos to engage urban mothers and working women's related to health
child
 Webinars on Facebook page related to developed the malnutrition concept by
Pediatricians to endorse Pediasure.
 Collaborate with National Nutrition Survey (NNS) and Unicef programs on child
nutrition problems

Recommendation
 Change the communication strategy with doctor's and pediatrician. Convince
them through data the improper diet and deficiency of nutrition of children's
lead to immunity comprise, which lead to disease and the use of antibiotics.
 Undernutrition in children causes direct structural damage to the brain and
impairs infant motor development and exploratory behavior. Children who are
undernourished before age two and gain weight quickly later in childhood and in
adolescence are at high risk of chronic diseases related to nutrition

Recommendation
 Poor eating habits include under- or over-eating, not having enough of the
healthy foods we need each day, or consuming too many types of food and
drink, which are low in fiber or high in fat, salt and/or sugar. These unhealthy
eating habits can affect our nutrient intake, including energy (or kilojoules)
protein, carbohydrates, essential fatty acids, vitamins and minerals as well as
fiber and fluid.

References
• IQVIA MAT Q1, 2018
• https://data.unicef.org/wp-content/uploads/2018/05/JME-2018-brochure-.pdf
• https://www.statista.com/statistics/249469/global-baby-food-market-size-2015/
• http://economists-pick-research.hktdc.com/business-news/article/Research-Articles/From-cradle-to-school-
opportunities-for-babies-and-children-s-food/rp/en/1/1X000000/1X09TBY5.htm
• http://www.finance.gov.pk/survey/chapters_17/11-Health.pdf
• http://www.nutritionnews.abbott/utility-pages/products/pediasure.html
• https://abbottnutrition.com/search/result?q=pediasure
• https://marketrealist.com/2015/12/abbott-laboratories-leader-nutritional-products
• https://data.unicef.org/topic/nutrition/malnutrition/
• http://www.finance.gov.pk/survey/chapters_13/12-population.pdf
• Mordor Intelligence
• Meiji Website
• Horlicks Pakistan Website

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