HORLICKS

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HORLICKS

• Case Study

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Presented by-

• Group - 9

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Brief History

• Flagship brand of GlaxoSmithKline (GSK)
• 135-year-old brand
• 12 billion Brand (1200 crore brand)
• Horlicks is the leading Health Food Drink in
  India

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Around the world

• Different Positioning in different countries.
• Western Countries
• Claimed to promote sleep when consumed at bed
  time
• Hong Kong
• Marketed as café drink
• Served as both hot and cold drink as desired

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Around the world

• South East Asia
• Sold as milky-chocolate-flavoured disks in paper
  packets, which were then eaten as candy.
• Sold in tin containers and 1.5 kg refill packs
• United Kingdom
• Sold in different flavors
• Rebranded itself for young consumers by
  redesigning the packaging and publicizing its
  consumption at a number of trendy London venues

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Around the world

• India
• Marketed as 'The Great Family Nourisher..
• Developed new products specifically for India
• Marketed as growth and alertness enhancing
  product for children
• Made available in biscuit form
• Introduced Horlicks Lite targeting old customers
• Introduced Horlicks Nutribar

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Packaging
A jar, mug and a couple of teaspoons of Horlicks
from the UK
Horlicks malt powder in jars from India (left)
and Jamaica.
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Packaging
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Old Ad ,Sponsored by Horlicks
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Transition from old to new advertisements

• Old Horlicks ad aired on radio(embedded sound
  file)
• New TVC (embedded video)

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Horlicks The Brand

• Flagship brand of GSK
• Indias 6th trusted brand
• Developed this product keeping in mind the need
  for mothers to provide healthier nutritive snack
  to their children.

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Horlicks The Brand

• Horlicks brand was invented to substitute milk as
  baby food.
• Horlicks brand makes kids taller, smarter and
  sharper.
• Indians drink more than five million cups of
  Horlicks everyday
• Nearly half of its revenues come from Southern
  region

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Current Market Scenario

• The brand currently is worth close to Rs 1,200
  core, bringing in the bulk of the companys
  annual turnover
• It enjoys more than 50 of the market.
• Rival brands ----- Cadburys Bournvita , Heinzs
  Complan, Nestles Milo
• Cadburys Bournvita and Heinzs Complan both
  have 15 per cent share.
• The largest markets for Horlicks are UK, India
  and Malaysia

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Market Segmentation and Target Markets

• The health food drink segment is classified into
  two categories - white liquid (Horlicks, Viva,
  Complan, Milo) and brown liquid (chocolate based
  drinks Boost, Bournvita)
• Since its inception Horlicks targeted only
  children between 6 to 16 years.
• Market leader for many years
• Saturation in market