Author Description

In earlier days malted product was added to the milk so that it could make some flavor to the milk. The child could consume it easily without hesitation or reluctance to have milk. Nowadays it is more of a competition. Many company s are now producing malt based milk products, and among them, there are few companies, which are, in the market for long like GlaxoSmithKline (Boost, Horlicks, Viva and Maltova), Cadbury (Bournvita), Nestle (Milo) and Heinz (Complan). GlaxoSmithKline, Cadbury, Heinz have a strong name in the market. According to brand reports in the year 2011, Cadbury ranked in the most trusted brands among 100 other brands. Cadbury holds 70% of market share in chocolate confectionary industry. The book brings out a study, to understand the fluctuating demand of Bournvita, a malt product from Cadbury India Pvt. Ltd. The objective includes the reason behind the fluctuating demand of malt product Bournvita and decrease in sale during the year 2010, in Hyderabad, Andhra Pradesh, India.