LEVERAGING THE BRAND EQUITY.

By:
Hemant Dutta
Varun Bhatt
Rashmi Sudheer
 HORLICKS
Sir WILLIAM HORLICKS

The original manufacture & patent holder of the malted drink.

 Now a product from- GSK Consumer Health.

Launched in the year 1930 .
Launched as an additive & substitute to milk.
Most trusted health drink brand (6th position in trusted brand list).
Market share of more than 50%.
 Q1 : How dis an understanding of consumer behavior help GSK re-launch
Horlicks in a completely new version, targeted exclusively at children.

 Q2 : GSK had earlier used sachets to increase sales volumes, but had
little success. Do you think the new packaging has played an important
role in the success of the re-launch ? Would sachets instead of bottles, be
beneficial as a means to target children more effectively.
Horlicks gets new look, plans to turn into a mega brand

 The changed logo and redesigned packaging aim to bring about a unified new look
in all the products under the Horlicks portfolio
 Puneet Das, general manager, marketing, GSKCH, "The brand has been in India
for more than 100 years and has established a very strong equity with consumers.
Over the years, it has evolved to become a mega brand worth more than Rs 1500
crore, with products under various categories such as biscuits, nutribars and the
most recent one - instant noodles.

 To promote the new look over the next 12 months, the company has kept a budget
of Rs 300 crore. GSK plans a mass media campaign, which includes a range of
television commercials and nationwide activation. As part of the activation,
consumers will have to call and answer three simple questions on health, record
their 'mauka' and stand a chance to get their opportunity (or mauka) funded by
Horlicks. Apart from this, the company will create eye catching visibility at points of
purchase.
Puneet Das, general manager, marketing, GSKCH
The new packaging and the logo have been designed by
Bengaluru based brand consulting and design agency, Ray and
Keshavan.
From a boring nutritional drink, GSK is trying to position Horlicks as
`pleasurable nourishment', by launching it in vanilla, chocolate and
honey variants.

 Child: "Horlicks is an old person's drink and I drink it only because mama forces
me to do so."
 Mother: "My kids drink whatever they feel like, and I wish they would ask for
Horlicks.“
 the consumer research findings show the new avatar of Horlicks has the highest
shelf appeal and maximum visibility.
 Apart from the new flavours and attractive packaging, the brand has also made a
complete turnaround as far as its positioning is concerned. The brand, which used
to previously address mothers, will now address the kids.
 With this re-launch, Govil hopes that the brand would grow this year in the range
of 10 to12 per cent, and position the brand as a pleasurable nutrition experience
especially for the children. Therefore no more pestering by mums and the kids can
have an option between chocolate, vanilla and honey!
 GlaxoSmithKline is plotting a relaunch of its 130-year-old Horlicks drink
that will for the first time explain the scientific evidence behind its claim to
help people sleep. The ads ran alongside an on-pack promotion, the
Horlicks Sleep Challenge

 As Horlicks sits in the same stable as Lucozade and Ribena within GSK's
nutritional heathcare division, it is a plausible move for the marketing
team to turn to science.

 In 1999, it ran a TV ad campaign starring Alan Shearer based on a

Journal of Sports Science investigation that found Lucozade Sport keeps
athletes going for 33% longer than water. Its sales have grown 60% since
1997.
POSITIONING & RE-POSITIONING OF HORLICKS

POSITIONING:
It was initially introduced both a substitute & an additive to
milk and it was initially positioned itself as “food for
convalescing” & a nutrient supplement for kids only.
RE-POSITIONING:

From a boring nutritional drink, GSK positioned Horlicks as

`pleasurable nourishment', by launching it in vanilla,
chocolate and honey variants.

It introduced other variants like - Jr. Horlicks, Women’s

Horlicks, Mother Horlicks & Horlicks Lite to repositioned itself
from the children segment to other segment for consumption.
POSITIONING THE BRAND

POSITIONING:
Pleasurable nourishment.

BRAND ASSOCIATION:
COMMUNICATING THE MESSAGE

PROMOTION:
Organized nationwide events like- Wiz kid & Dream Team.

Epang Opang Japang .

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
DELIVERING THE PERFORMANCE

PRODUCT FOCUS:

Benefit of 23 vital nutrients.

DISTRIBUTION COVERAGE:

Through more than 5lac retail outlets.

LEVERAGING THE BRAND
BRAND EXTENSION:
JUNIOR HORLICKS BISCUIT

NUTRIBAR

HORLICKS CHILLED DOODH

SOMETHING ABOUT THE BRAND EXTENDED
PRODUCTS
BRAND LAUNCHED ON COMPETITOR GSKCH
EXPECTATION

Junior Horlicks June 2009 Parle-G & Britannia Rs 50 Crore Sales

Biscuit Tiger Turnover

Horlicks Nutribar March 2009 Mars Licker Rs 100-150 Crore of

Revenue in 5 yrs

Horlicks Chilled April 2009 Amul Kool Rs 50-100 Crore of

Doodh & Revenue in next 5
MAFCO yrs
COMPETITION

 In India the milk beverage market is of Rs 2,305 Crore.

BRAND MARKET SHARE

50%

17%

15%
WAR Of Ad: Vs
The spot goes on with the Complan boy saying,
Complan Boy: my health drink has 23 nutrients, how much does yours
have?
HORLICKS BOY: 23 nutrients and also something.
COMPLAN BOY: Mine makes me 'Taller‘.
HORLICKS BOY: mine makes me 'Taller, Stronger & Sharper‘.
COMPLAN BOY: mine costs Rs.178.
HORLICKS BOY: mine costs only Rs.124.
COMPLAN BOY: Mummy, In this case we are higher right.

Hearing this the mother makes a grimace kind of look & the Ad ends with a
couple of people carrying a HORLICKS billboard with 3 tenets of Taller,
Stronger & Sharper.
BRAND MANUFACT TARGET BRAND MARKET PRODUCT USP CLAIM
-URER EXTENSIO SHARE AVAILABI
-N -LITY

GSKHC Children, Biscuit, Energy 50% >5lac retail 23 essential "Children

women, bar & Chilled outlets nutrients have become
pregnant Milk taller,
women & stronger and
elderly sharper. The
people Horlicks
challenge –
now proven.

HEINZ Growing Biscuit & 17% >7lac retail 23 essential Grow faster
children Muesli outlets nutrients with with Complan
accurate
proportion

CADBURY Children & Bourneville 15% 4lac retail Choco taste “Real
Teenagers Dark outlet with the Achievers
Chocolate power of who have
Calcium grown up on
Bourn vita”.
THANK YOU!!!