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In 1869 William Horlick from Ruardean, Gloucestershire emigrated to the United States.
James Horlick, a pharmacist, joined his brother In 1873, William, in the US and together they
founded the company J & W Horlicks in Chicago to manufacture a patented malted milk drink as
an artificial infant food.

Horlicks is one of the leading brands of India that deals in food drinks from malted milk. It has
the distinction of being the only clinically proven drink that helps in the development of kids by
making them taller, sharper and stronger. The company alone has captured nearly fifty percent of
the Indian market in terms of health drinks.
Horlicks is developed by the founders James and William Horlick. It is now manufactured by
Glaxo Smith Kline in United Kingdom, South Africa, New Zealand, Bangladesh, India etc.
Horlicks has been scientifically developed and specifically caters to the nutritional needs of the
Indian diet.
Horlicks alone enjoys 50% of Health food drinks market

Complan was first introduced by Glaxo in the United Kingdom as an essential nutritional
supplement for soldiers at the frontlines during the Second World War.

It was introduced to India in 1964 by Glaxo Laboratories who marketed it through doctors as a
convalescence drink Complan the complete planned food in the drink is formulated as per the
world health organization



The market of Horlicks is segmented as follows:

GEOGRAPHIC SEGMENTATION- In the northern part of the country, it has a huge demand as
a white drink whereas chocolate horlicks is very popular in the southern part of the country.

DEMOGRAPHIC SEGMENTATION- Here the market is segmented on the basis of the age

Junior horlicks- for preschool children

Horlicks regular- for general use
Women's horlicks-for pregnant and breast feeding women
Horlicks Lite- for health conscious adults and for diabetic people
Chocolate and other flavored horlicks- for teenagers

Horlicks currently focuses on one segment of market that is children between the age group of 8-
14. This is so because children have a huge influence on the products purchased for the family.
The focus of Junior Horlicks continue to be the kids between one and three while all the action
will be in general Horlicks.


Horlicks was initially introduced as both an additive and substitute to milk and positioned
itself as a nutritional supplement for the kids.
In 2003, it positioned itself as a "pleasurable nourishment" by launching its vanilla,
honey and chocolate variants.
It adopted a new positioning strategy via product packaging which now carries a
logo ,'taller, stronger, sharper."
Junior horlicks brand has positioned a product exclusively for children of the age group
Today, the brand talks to each member of the family. Its objective is to cater to the needs
of all the age groups.

USP - Horlicks is available for toddlers, growing kids, women and mothers

SWOT analasis

Strengths Weakness
o Market Leader o Negative marketing
o Global Presence o Low on Content
o Family drink o High price compared to ingredients
o Strong marketing strategy
Opportunities Threats
o Untapped Segment o Major Arch Rival
o Untapped Areas o Other existing brands
o New Varieties of flavors o New Competitors

Marketing mix of Horlicks


In order to cater to the nutritional needs of the consumers the company has taken special steps to
develop the drink scientifically. Until the 1960s, it was marketed as a restorative drink for adults
but later in the 70s it was launched as having nutritional values, good taste and a drink that
provided immunity to the body. The company has decided to cater to each section of society by
including women and children of every age group. In the year 2003, Horlicks re-launched itself
to maintain its loyal customers as well as to attract a new breed of health conscious consumers

In the beginning, the brand dealt only in the drinks market but later included various other
related health products under its portfolio like Junior Horlicks, Horlicks ninja, Horlicks lite,
Womans Horlicks, Regular Horlicks and Mothers Horlicks.Besides the health drinks, the brand
has also other items in its product portfolio like the Horlicks biscuits, HorlicksFoodles, Horlicks
Nutribic Diabetes Biscuits, Horlicks corn flex biscuits and cookies and Horlicks Nutribic
Digestive Biscuits.


Horlicks is a well-known health food brand that owes its success to focused communication
process and a strong network of distribution. It is necessary that the products should be available
to the customers at their own convenience. Therefore, the brand has taken such steps that the

product is always available at the correct time, right place and in various and different quantities
to the consumer. Horlicks controls a network that includes factory, wholesalers, channels for
distribution and retailers. It has factories and manufacturing plants for its production and the
packaging units are located at convenient locations. The sales offices for Horlicks are in all the
four metro cities from where the sales are coordinated along with collection and distribution
activities of their particular region.


Horlicks has set up a marketing research team that collects data about their own as well as about
their competitors products. After a thorough analysis, the prices are set for the different
products. Though the companys objective is to maximize their profit but they have kept the
prices reasonable. The pricing strategy involves competitive pricing where the consumers do not
have to make undue sacrifices in their budget against other comparative drinks. Horlicks as a
brand name represents quality to the consumers. This is the reason why the company has decided
to follow value added pricing policy. The consumers are guaranteed to get their moneys worth
and as the nutritional capacity of the drink is much higher than those of other drinks, the
consumers do not hesitate to make it their final choice.


Horlicks has a deep and strong understanding of the needs and wants of its consumers and they
have capitalized this knowledge in creating some very beautiful and knowledgeable promotions
for their brand. All its advertisements have been highlighting on its deep commitment to
maintain and present qualitative products. As it is a heritage brand people have started linking
Horlicks with excellence and success. The different and new variants of the brand have
maximum visibility and shelf appeal because of direct and indirect promotional activities.

The brand has been involved in running seminars to stress on the importance of nutritional
drinks. In order to initiate awareness about its product, several fests are organized in schools and
at malls and showrooms, where free drink is offered to everyone. Many ad campaigns have been
created featuring kids and strong messages. These are aired on various channels of television and
radio. The print media has also been roped in where the ads are displayed in the newspapers,
billboards and magazines. It has an apt tag-line- Horlicks, nourishment for life. Some of the
celebrities associated with Horlicks are Vidya Balan and child actor Darsheel Safari.


Complan operates in category of Malted Good Drinks and the most important concept behind the
advent of such product is twofold
The normal food does not take care of the daily requirements of children who need that some
extra nutrients for healthy growth
This is newer concept and a hidden motivator for all health drink segment. The parents and
especially the mothers always feel that her child does not get adequate nutrition. it is precisely
due to the reason that complan utilizes the sentiments of mothers love in its advertising.
Complan continues to be perceived as an ethical product. In those days the tag line Complan
has 23 vital nutrients whereas milk has 9 had established Complans superiority over milk on
nutritional value


Milk has unique position in the consumers psyche

It positioned itself directly against milk. The Ad said YOUR BODY NEEDS 23 VITAL FOOD,
The strategy went through a radical change. It was now decide to position it not by the
competitor but by the target users and usages occasion
Complan is complete with the 23-vital food for the body it re positioned itself as drink fulfilling
the nourishment needs of people who cannot do not eat enough


Complan mainly target growing children because children need adequate and balanced nitration
to help them achieve their maximum growth potential
Complains is also ideal for the adults expectant and nursing mother, elderly people and athletes


Positioned as a product to displace milk from the dining table

Positioned as the great nourished
Focused on children who lacks nourishment

USP - Chocolate beverage food drink


Strengths Weakness
o Big brand visibility o Food products have limited shelf life
o Good advertising
o Excellent reach and
o Long Term association with
many markets like India

Opportunities Threats
o Untapped rural markets o More chocolate based milk drinks in
o Better product packing and market complain
preservation o Children prefer more flavors like
strawberry, rose milk

Marketing mix of Complan


A product is seen as an item that satisfies what a consumer needs or wants. It is a tangible good
or an intangible service. Intangible products are service based like the tourism industry, the
hotel industry and the financial industry. Tangible products are those that have an
independent physical existence. Typical examples of mass-produced, tangible objects are the
motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a
computer operating system. Every product is subject to a life-cycle including a growth phase
followed by a maturity phase and finally an eventual period of decline as sales falls. Marketers
must do careful research on how long the life cycle of the product they are marketing is likely to
be and focus their attention on different challenges that arise as the product moves through each


Place refers to providing the product at a place which is convenient for consumers to access.
Place is synonymous with distribution. Various strategies such as intensive distribution,
selective distribution, exclusive distribution and franchising can be used by the marketer to
complement the other aspects of the marketing mix. Complan believes in more or less Direct
Selling kind of distribution channel hence it does not have many middle man like C&F Agents,
Wholesalers, Stockiest etc. this help the company to charge less to their customer and give them
more or less personalize treatment. And the less no of middlemen also helps to increase our
profit margin.


Complan mainly target growing children because children need adequate and balanced
nutrition to help them achieve their maximum growth potential. Complan with 23 vital nutrients
in planned proportions is the ideal food supplement during these crucial years. Other than
children they also target other person like. Active people, which needs the extra nourishment
for traveling & sporting activities. Busy Executives, who now & then have to skip their meal due
to increase work load. Pregnant Women & Lactating Mothers, because they require nutrients
during these vital periods.


Promotion represents all of the methods of communication that a marketer may use to provide
information to different parties about the product. Promotion comprises elements such as:
advertising, public relations, personal selling and sales promotion.
Advertising covers any communication that is paid for, from cinema commercials, radio and
Internet advertisements through print media and billboards. Public relations is where the
communication is not directly paid for and includes press releases, sponsorship deals,
exhibitions, conferences, seminars or trade fairs and events. Word-of-mouth is any apparently
informal communication about the product by ordinary individuals, satisfied customers or
people specifically engaged to create word of mouth momentum. Complan is a very old highly
nutritional drink in Indian Market and may be one of the first in this category. Hence it does
require an aggressive kind of promotion techniques. Hence complan is know concentrating on
sponsorship of various sports related events and also introducing various schemes such as
window display scheme etc.