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Presented by (Group 4)
Meeta Chavan 06
Sonam Desai 16
Snehal Gajbhiye 20
Nikhil Kohok 26
Anukriti Srivastava 54
Sushmita Wakde 60
G2_Group4_Horlicks_Ver1.1 1
History of the Product
• Horlicks is the brand of GlaxoSmithKline Consumer Healthcare
(GSK).
•
• Horlicks was invented by two British men, William Horlick and his
brother James Horlick.
•
• The company's product portfolio includes brands like Horlicks, Boost
and Maltova,Viva.
•
• Its white beverage brand 'Horlicks' laid the foundation for broadening
of the malted beverage market in India.
•
• And now it is the country's sixth most-trusted brand, with market
share more than 50%, (Source: A.C Neilson report on market
shares) making it market leader in Malted food category.
•
Ø History
• 1883 - On 5th June 1883, the brothers obtained US patent 278,967 for
their drink's ability to mix up in water.
G2_Group4_Horlicks_Ver1.1 2
•
History of the Product
• 30 October 1958 - Horlicks opened a factory in Nabha,
Punjab, India to make Horlicks there. The subsidiary company
was called "Hindustan Milk food Manufacturers Pvt. Ltd."
• 1993- Horlicks added Vitamin C, Vitamin B12, Folic Acid, and
Iron to its mix
• 1999 - Horlicks added yet more calcium, so that they could
market the product as having twice the calcium of fresh milk
Year Product Introduced
•
1992 Horlicks Biscuit
•
1995 Junior Horlicks
•
1997 Mothers Horlicks
2003 Vanilla, Toffee, Elaichi and Chocolate,
Relaunched Junior Horlicks
2005 Horlicks Lite
G2_Group4_Horlicks_Ver1.1 3
Understanding the existing strategies
of this Product
• Horlicks has its presence in Indian market since 1930s.
• By far, the biggest market for Horlicks is India.
•
• For last 79 years Horlicks has used various strategies to satisfy the
needs of the customers and it has been succeeded to maintain
its top position.
•
• The various strategies adopted by (GSK) such as introducing sub-
brands and variations in the product range, improving the
packaging, and advertising campaigns, etc.
•
• To change the image of the Horlicks brand from a drink that was
supposed to promote a good night’s sleep to one that can help
children grow taller, stronger and sharper, Horlicks has come a
long way.
•
• Though the brand may have appealed to only convalescing people
G2_Group4_Horlicks_Ver1.1 4
a few decades back it is currently positioned towards children.
Understanding the existing strategies of
this Product
• The brand during the mid-eighties made the transition in
positioning from being positioned for people who are coming out
from sickness to several segments who may require nutrition -
professionals, dancers and children.
•
• The brand was also re-launched a few times over a period of two
decades with an improved version of the offering.
•
• The brand also strengthened `Junior’ variant and re launched it
G2_Group4_Horlicks_Ver1.1 6
Understanding the existing strategies of
this Product
Ø Use of all types of media and brand ambassador
• The brand has been endorsed by Amitabh Bachchan on the
radio(1960-70)
•
• Moon Moon Sen and her daughters Raima and Riya (1980s) and
Vishwanathan Anand
•
• Women’s Horlicks is endorsed by Konkana Sen
•
• Ninja Horlicks is endorsed by Tare Zameen Par fame Darsheel
Safary
•
• In 2008 it signed up with the movie 'Spiderman 3' to promote its
Chocolate Horlicks
•
• Horlicks Chill Dood -Nickelodeon to launch contest ‘Horlicks chill
dood-Nick big Ninja fan’
• G2_Group4_Horlicks_Ver1.1 7
Best Strategies they have applied/are
applying
Ø A to Z nutrition
• Horlicks says in its promotion that your child will get all the A to
Z nutritions from the Junior Horlicks
•
Ø
Ø To promote the Junior Horlicks, the brand has come out with a
Piggy Bank shaped Horlicks Jar which is a consumer promotion
scheme
Ø
Ø
Ø
Ø Horlicks’ Epang opang, epang opang, jhapang' commercial
• They portrayed making milkshake interesting and playful for kids
G2_Group4_Horlicks_Ver1.1 8
Best Strategies they have applied/are
applying
Ø Horlicks is Now Proven to make kids Taller, Stronger*
and Sharper
• Brand is building on its successful positioning " Taller Stronger
Sharper ". Horlicks is currently running a campaign encouraging
the customers ( Kids) to take Horlicks EVERYDAY.
• As the product is at maturity stage of PLC and it is necessary to
increase the product usage.
• The brand also takes the medical platform by labeling the product
as " Clinically Proven ".
• But there is a catch, these results will happen only through a
continuous usage of the brand.
G2_Group4_Horlicks_Ver1.1 9
Best Strategies they have applied/are
applying
Ø Choose your own drink- The new slogan is " Badlo apni
bachpan ka Size “
•
• The current campaign, Badlo Apne Bachpan Ka Size, takes the
thought to the next level by communicating how Horlicks
enables kids to have a bigger, better, childhood while growing
Taller, Stronger, Sharper.
• Its also a nice extension of the Taller- sharper-stronger positioning
adopted by the brand in the past commercials.
• Kids of today are active decision makers. They want to influence
the way they go about their life at home, school and with
friends.
• the new generation is now questioning the age old practices and
Horlicks wanted to relate to the new generation.
•
•
G2_Group4_Horlicks_Ver1.1 10
Video
Suggestion To Increase Market Share
• Alternate Packaging
Reducing the container size to make it better aligned with the actual
quantity inside it. Alternatively, GSK could consider increasing the volume
contained in jar.
R e va m p Ta ste
C o n su m e rs p e rce ive n o sig n ifica n t ta ste d iffe re n ce b e tw e e n
R e g u la r H o rlicks a n d W o m e n 's H o rlicks.
T h is fa cto r a lso re su lts in re d u ctio n o f W o m e n 's H o rlicks sa le s, a s
th e re g u la r H o rlicks is re la tive ly ch e a p e r.
G2_Group4_Horlicks_Ver1.1 13
Suggestion To Increase Market Share
Strategies for Horlicks Lite
Ø
Ø
Ø Tie up with dietician, doctors and gym
Ø
• This product is specially developed for people who are health
conscious, diabetic
•
• It can work as a substitute for protein powders provided in
the gyms and it has no side effects too.
•
• It can also sponsor TV reality shows like Biggest loser jitega,
Bodolisious etc.
G2_Group4_Horlicks_Ver1.1 14
Suggestion To Increase Market
Share
G2_Group4_Horlicks_Ver1.1 15
S u g g e stio n To In cre a se M a rk e t S h a re
G2_Group4_Horlicks_Ver1.1 16
Suggestion To Increase Market Share
Ø Promotions in
• Boarding schools
•
• Nursery
•
• Contests for school students
•
• Scholarships for students
•
G2_Group4_Horlicks_Ver1.1 17
Suggestion To Increase Market Share
G2_Group4_Horlicks_Ver1.1 18
Share
Horlicks dominates
the South and East
while Bourn vita's
strongholds are in the
There should be
different packaging for
North and West
G2_Group4_Horlicks_Ver1.1 19