Target market

In UK, used as night time drink to help people sleep

In India, Horlicks caters to three market segment(kids,

breast-fed children & elderly)

In Pakistan , before official launch they were targeting

elderly people.

After official launch it targeted mother of growing children,

lately focus on children 7 to 14 years

Malt flavored Horlicks available in three packaging

-350 gm glass bottle
-200 gm pouch
-500 gm plastic bottle

Competition
BOURNVITA

Owned by
CadburySchweppes
Targeted
children 2-14
years of age
Perceived as a
chocolate
drink full of
vitamins

OVALTINE

MILO

Owned by
Owned by
British wander
Nestle
AG, subsidiary
of Twinings
Offer
chocolate and
malt flavors
Perceived as a
nutritional
drink