The statistical mean was used to map the coding categories. The outcomes and the implications of the outcomes, were as follows:
1. Focus area of child’s development –In this content category of advertisement (see Table 1) every Brand tried to be different from other Brands in some or other way in their advertisements. There are several core focus areas of child development targeted by the Brands. The core focus areas are different however they all are grouped into 10 focus areas which have come out of the detailed study of the advertisements for 6 years and are given in the table below:
Table 1
Focus area of Child’s Development Targeted by the Brands
Year
|
Focus area of child's development for different Brands
|
2016
|
Nutrition
|
Growth
|
Brain Development
|
Stamina
|
|
|
|
|
|
2017
|
Nutrition
|
Growth
|
Brain Development
|
Stamina
|
Immunity
|
Bones Development
|
|
|
Weight gain
|
2018
|
|
Growth
|
Brain Development
|
Stamina
|
Immunity
|
Bones Development
|
Muscles Development
|
|
|
2019
|
|
Growth
|
Brain Development
|
Stamina
|
|
Bones Development
|
|
|
|
2020
|
Nutrition
|
Growth
|
|
Stamina
|
Immunity
|
|
|
Diet
|
|
2021
|
Nutrition
|
Growth
|
Brain Development
|
Stamina
|
Immunity
|
Bones Development
|
|
Diet
|
|
It has been observed that (see Fig. 1) the advertising trend of child health drinks brands for 6 years shows that every year there are some or other changes in the focus area of child’s development targeted by the Brands under study. However, there are repetitions of the focus areas as well from 2016 to 2021.
Table-2 Percentage exposure for the focus area of child’s development
Brand’s Focus on child's development
|
Exposure to total advertisements
|
Nutrition
|
17%
|
Growth
|
43%
|
Brain Development
|
23%
|
Stamina
|
20%
|
Immunity
|
17%
|
Strong Bones
|
13%
|
Strong Muscles
|
3%
|
Diet
|
7%
|
Weight gain
|
3%
|
Out of the total advertisements of all the brands studied, in 43% of the ads, the term 'Growth' as the core focus area of a child's development was evident (see Table 2). Growth, for example, growth, faster growth, visible growth etc.
The pattern of the focus area of child development (see Fig. 2) shows that the term ‘Growth’ was evident in the maximum advertisements followed by ‘Brain development.
Table-3 Focus Areas of Child’s Development as Par the Brand
Brands
|
Focus area of child's development Brand wise
|
Pediasure
|
Nutrition
|
Growth
|
|
|
Immunity
|
Bones Development
|
|
|
|
Junior Horlicks
|
Nutrition
|
|
Brain Development
|
|
|
|
|
Diet
|
Weight gain
|
Bournvita
|
|
Growth
|
Brain Development
|
|
Immunity
|
Bones Development
|
Muscles Development
|
|
|
Company
|
|
Growth
|
Brain Development
|
|
|
|
|
|
|
Boost
|
|
|
|
Stamina
|
|
|
|
|
|
As far as Brand wise core focus area of child’s development is concerned (see Table 3), both the term ‘Growth’ and ‘Brain development is highlighted by the majority of the Brands. These terms are followed by stamina, nutrition, immunity, bone development etc.
The Brand wise pattern (see Fig. 3) shows that the minimum focus area of a child’s development used by a Brand is 1 and the maximum focus area of a child’s development used by a Brand is 5.
Table-4 Year wise Brand wise Analysis for Focus area of Child’s Development
Year
|
Brand
|
Focus area of child's development Brand wise
|
2016
|
Pediasure
|
Nutrition
|
Growth
|
|
|
|
|
|
|
|
|
Junior Horlicks
|
Nutrition
|
|
Brain Development
|
|
|
|
|
|
|
|
Bournvita
|
|
|
Brain Development
|
|
|
|
|
|
|
|
Company
|
|
Growth
|
|
|
|
|
|
|
|
|
Boost
|
|
|
|
Stamina
|
|
|
|
|
|
2017
|
Pediasure
|
|
Growth
|
|
|
Immunity
|
|
|
|
|
|
Junior Horlicks
|
Nutrition
|
|
Brain Development
|
|
|
|
|
|
Weight gain
|
|
Bournvita
|
|
|
|
|
|
Bones Development
|
|
|
|
|
Company
|
|
Growth
|
|
|
|
|
|
|
|
|
Boost
|
|
|
|
Stamina
|
|
|
|
|
|
2018
|
Pediasure
|
|
Growth
|
|
|
Immunity
|
|
|
|
|
|
Junior Horlicks
|
|
|
Brain Development
|
|
|
|
|
|
|
|
Bournvita
|
|
|
Brain Development
|
|
|
Bones Development
|
Muscles Development
|
|
|
|
Complan
|
|
Growth
|
|
|
|
|
|
|
|
|
Boost
|
|
|
|
Stamina
|
|
|
|
|
|
2019
|
Pediasure
|
|
Growth
|
|
|
|
Bones Development
|
|
|
|
|
Junior Horlicks
|
|
|
Brain Development
|
|
|
|
|
|
|
|
Bournvita
|
|
Growth
|
|
|
|
|
|
|
|
|
Complan
|
|
Growth
|
|
|
|
|
|
|
|
|
Boost
|
|
|
|
Stamina
|
|
|
|
|
|
2020
|
Pediasure
|
|
Growth
|
|
|
Immunity
|
|
|
|
|
|
Junior Horlicks
|
Nutrition
|
|
|
|
|
|
|
Diet
|
|
|
Bournvita
|
|
|
|
|
Immunity
|
|
|
|
|
|
Complan
|
|
Growth
|
|
|
|
|
|
|
|
|
Boost
|
|
|
|
Stamina
|
|
|
|
|
|
2021
|
Pediasure
|
|
Growth
|
|
|
Immunity
|
|
|
|
|
|
Junior Horlicks
|
Nutrition
|
|
|
|
|
|
|
Diet
|
|
|
Bournvita
|
|
|
|
|
|
Bones Development
|
|
|
|
|
Complan
|
|
Growth
|
Brain Development
|
|
|
|
|
|
|
|
Boost
|
|
|
|
Stamina
|
|
|
|
|
|
The year-wise brand-wise analysis for the focus area of child’s development (see Table 4) gives a snapshot of the trend of the focus area of child’s development for all the brands year-wise.
The year-wise brand-wise trend of the focus area of child’s development shows that (see Fig. 4) except Boost, all the brands have done some or other changes in their focus area of child’s development during the six years’ time.
2. Highlighted Nutrients – The second content category of this study was nutrients highlighted by the brands. The results show that there are different nutrients highlighted by the brands in their ads.
Table-5 Nutrients targeted by the brands
Year
|
Highlighted Nutrient in the advertisements
|
2016
|
Nutrients
|
Brain nutrients
|
|
Cereals
|
Protein
|
|
|
|
2017
|
Nutrients
|
Brain nutrients
|
|
Cereals
|
Protein
|
Vitamins
|
Minerals
|
|
2018
|
Nutrients
|
|
|
Cereals
|
Protein
|
|
|
|
2019
|
Nutrients
|
Brain nutrients
|
|
Cereals
|
Protein
|
|
|
|
2020
|
Nutrients
|
Brain nutrients
|
Immunity Nutrients
|
|
Protein
|
Vitamins
|
Minerals
|
A to Z nutrition
|
2021
|
Nutrients
|
|
Immunity Nutrients
|
Cereals
|
Protein
|
Vitamins
|
Minerals
|
|
There are many nutrients highlighted by the Brands however all the nutrients are grouped into 8 groups. The most highlighted nutrient among all the ads was ‘Protein’ and ‘Nutrients’ (see Table 5). Protein, for example, protein, milk protein, growth protein, first-class protein, etc. Likewise, Nutrients means, nutrients, 34 nutrients, 37 nutrients, etc.
The year-wise trend (see Fig. 5) for nutrients highlighted in the advertisements is different. The trend shows that there are some common nutrients highlighted every year at the same time there are different nutrients also highlighted.
Table-6 Percentage exposure highlighted Nutrients in the Advertisements
Highlighted Nutrient
|
Exposure to total advertisements
|
Nutrients
|
43%
|
Brain nutrients
|
13%
|
Immunity nutrients
|
7%
|
Cereals
|
17%
|
Protein
|
47%
|
Vitamins
|
17%
|
Minerals
|
10%
|
A to Z nutrition
|
3%
|
The pattern of the advertisement (see Table 6) shows that ‘Protein’ was having highest exposure among all the advertisements during the six years. Protein was followed by nutrients, cereals, vitamins, brain nutrients, minerals, etc.
The pattern of the advertisement (see Fig. 6) shows that ‘Protein’ is the nutrient which is highlighted in the majority (43%) of the advertisements.
Table-7 Brand-wise analysis for Highlighted Nutrients
Brands
|
Nutrients Highlighted Brand wise
|
Pediasure
|
Nutrients
|
|
|
|
Protein
|
Vitamins
|
|
|
Junior Horlicks
|
|
Brain nutrients
|
|
|
Protein
|
Vitamins
|
Minerals
|
A to Z nutrition
|
Bournvita
|
|
Brain nutrients
|
Immunity nutrients
|
|
|
Vitamins
|
|
|
Complan
|
Nutrients
|
|
|
|
Protein
|
|
|
|
Boost
|
Nutrients
|
|
|
Cereals
|
Protein
|
|
|
|
The brand-wise advertisement pattern for highlighted nutrients (see Table 7) is different for different brands. ‘Protein’ is the nutrient that is highlighted by the majority (80%) of the brands.
The Brand wise pattern (see Fig. 7) shows that among all the brands, Junior Horlicks is the Brand which has highlighted the highest nutrient and Complan the lowest.
Table-8 Year-wise brand-wise analysis for highlighted nutrient
Year
|
Brand
|
Highlighted Nutrient Brand wise
|
2016
|
Pediasure
|
Nutrients
|
|
|
|
|
|
|
|
|
Junior Horlicks
|
|
Brain nutrients
|
|
|
Protein
|
|
|
|
|
Bournvita
|
|
Brain nutrients
|
|
|
|
|
|
|
|
Complan
|
|
|
|
|
Protein
|
|
|
|
|
Boost
|
Nutrients
|
|
|
Cereals
|
Protein
|
|
|
|
2017
|
Pediasure
|
Nutrients
|
|
|
|
|
|
|
|
|
Junior Horlicks
|
|
Brain nutrients
|
|
|
|
Vitamins
|
Minerals
|
|
|
Bournvita
|
|
|
|
|
|
Vitamins
|
|
|
|
Complan
|
|
|
|
|
Protein
|
|
|
|
|
Boost
|
Nutrients
|
|
|
Cereals
|
Protein
|
|
|
|
2018
|
Pediasure
|
Nutrients
|
|
|
|
|
|
|
|
|
Junior Horlicks
|
|
|
|
|
|
|
|
|
|
Bournvita
|
|
|
|
|
|
|
|
|
|
Complan
|
|
|
|
|
Protein
|
|
|
|
|
Boost
|
Nutrients
|
|
|
Cereals
|
Protein
|
|
|
|
2019
|
Pediasure
|
Nutrients
|
|
|
|
|
|
|
|
|
Junior Horlicks
|
|
Brain nutrients
|
|
|
|
|
|
|
|
Bournvita
|
|
|
|
|
|
|
|
|
|
Complan
|
Nutrients
|
|
|
|
Protein
|
|
|
|
|
Boost
|
Nutrients
|
|
|
Cereals
|
Protein
|
|
|
|
2020
|
Pediasure
|
Nutrients
|
|
|
|
|
|
|
|
|
Junior Horlicks
|
|
Brain nutrients
|
|
|
Protein
|
Vitamins
|
Minerals
|
A to Z nutrition
|
|
Bournvita
|
|
|
Immunity nutrients
|
|
|
|
|
|
|
Complan
|
|
|
|
|
Protein
|
|
|
|
|
Boost
|
|
|
|
|
|
|
|
|
2021
|
Pediasure
|
Nutrients
|
|
|
|
Protein
|
Vitamins
|
|
|
|
Junior Horlicks
|
|
|
|
|
|
Vitamins
|
Minerals
|
|
|
Bournvita
|
|
|
Immunity nutrients
|
|
|
|
|
|
|
Complan
|
Nutrients
|
|
|
|
Protein
|
|
|
|
|
Boost
|
Nutrients
|
|
|
Cereals
|
Protein
|
|
|
|
The year-wise Brand wise trend for the nutrient highlighted (see Table 8) is not the same for all.
The year-wise brand-wise trend (see Fig. 8) shows that during the six year’s study, all the brands except Boost have done some changes in the highlighted nutrient category. The lowest number of highlighted nutrients by a Brand is 1 at the same time highest number of highlighted nutrients by a Brand is 5 in a year.
3. Scientific information – 86% of the Brands have displayed scientific information as to how the components of the product work in the body or a pictorial portrayal of the product yielding results in the body.
4. Health benefits – 100% of the Brands have shown the health benefits in their advertisement.
5. Presence of Celebrity or HCP in the advertisement – In 71% of the Brands' advertisements, the presence of a celebrity or HCP was there. Celebrity was present in 29% of the brand's advertisements at the same time HCP was there in 43% of the brand's advertisements.
6. Location of the advertisement – In the case of location the result reveals that in 71 % of the brand's advertisements there was a combination of locations observed. It was either Home and leisure/shop or Leisure and home/shop.
7. Advertisement approach – The approach of the advertisement was need-based to product based in 100% of the brand's advertisements.
8. Advertisement appeal – 100% of the brands have used both rational and emotional appeal in their advertisements.
9. Lead voice in the advertisement – It was observed that in the case of 71% of the brand's advertisements the lead voice was a female voice.
10. Child-Parent (father or mother) interaction – In the case of child-parent interaction in the advertisements, it was mother and child interaction that was evident in 71% of the brands.
11. Price – Only 29% of the brands have shown the price in their advertisement which means it was either price of the product or any marketing promotions related to the product.
12. Balanced Diet – None of the brands made any verbal communication in the advertisement about the balanced diet. However, 3 out of 5 products in their advertisement showed in writing that these products can be used as part of a balanced daily diet. However, the size of the writing is very small.
13. RDA - None of the brands made any verbal or written communication in the advertisement about the RDA.
14. Calorie – None of the brands made any verbal or written communication in the advertisement about the calorie.