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Group Assignment 2

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

2008 Women’s Horlicks


2009 NutriBar, Horlicks Chill Dood, ASHA

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

• It used following strategies


• Claimed to promote sleep when consumed at bedtime.

• It has traditionally been marketed as 'The Great Family Nourisher.‘
• All the products are designed keeping “Nutrition” at the center

• Horlicks has a huge variety of products and the main strategy used
G2_Group4_Horlicks_Ver1.1 5
is Product development.
Understanding the existing strategies of
this Product
• Diversified target market

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.


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 Video
Suggestion To Increase Market Share

 Strategies for women’s Horlicks



• Price Rationalization
 GSKCH should consider reducing retailer margin in order to bring down
the MRP slightly and thus boost sales.

• 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.

• Push Marketing Strategy


 Awareness and brand recognition among the sample target population is
fairly high. However, a very small percentage of this has translated into
actual sales.
G2_Group4_Horlicks_Ver1.1 11

S u g g e stio n To In cre a se M a rk e t S h a re
A g g re ssive Tra d e Pro m o tio n s
To g ive a fre e sm a lltria lp a ck o f W o m e n 's H o rlicks ( a p p rox . 5 0
G m s) w ith tw o la rg e ja rs o f a n y o th e r G S K p ro d u ct lin e h e a lth
d rin k .

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.

ØSachet for women’s Horlicks


Which can be carried along with them and could be used as
alternative for coffee at their working place.

G2_Group4_Horlicks_Ver1.1 5rs 12
S u g g e stio n To In cre a se M a rk e t S h a re
S tra te g ie s fo r Ju n io r H o rlick s

ØProviding measuring spoon


Reducing the weight of the content (Ex 500gm to 450 gm) and in
that cost providing measuring spoon.
Through the commercials message will be passed that X gm of Horlicks
gives X amount of nutritions.
As this product is related to age group of 2-5 years children that
spoon could be Cartoon shaped

ØPlacing in a shopping mall
 As its current commercials says that chose your own drink so the
place of the Horlicks in the shopping mall should be such that
children can buy their Horlicks on their own.

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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

T h e se b iscu its ca n b e g ive n fre e w ith H o rlicks Lite



Pro m o tio n stra te g y like K e llo g g 's

C a n b e u se d a s m e a l

A g g re ssive p ro m o tio n fo r N u trib a r




Ø

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

Ø Two time milk is must


Ø
• By promoting in take of milk Horlicks can promote it’s
products
• It has already used the strategy of drinking it in the night
• Now it can say that drinking Horlicks in the morning keeps
you energetic for whole day.
• Reduce the quantity and thus price.

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

• Free tatoos of cartoons



• Free Ben Ten boomrangs

• Money saver packs

• Do pe ek free

G2_Group4_Horlicks_Ver1.1 18
Share





 Horlicks dominates
the South and East
while Bourn vita's
strongholds are in the

North and West


 There should be
different packaging for
North and West

 G2_Group4_Horlicks_Ver1.1 19

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