Linda Bay | Kang Gui Ling | Lee Yifang Henry Lim | Nguyen Thuy Ahn | Seah Chee Yong

verview pany O Com pothesis Hy dology Metho ndings Fi ndations eccome R clusion Con

GlaxoSmithKline

Nutritional Healthcare Products

WHO?

2009 Horlicks 3-in-1 Lite

Health Conscious Ladies

WHO?

PROBLEM

PRODUCT OFFERING

HISTORY OF ESTABLISHMENT

MARKET SHARE

MARKET ANALYSIS
SECONDARY RESEARCH

$139 Million
2009 HOT DRINKS MARKET

SECONDARY RESEARCH

$139 Million
2009 HOT DRINKS MARKET

MALT BASED DRINKS, HOT CHOCOLATE ETC.

10.5%

SECONDARY RESEARCH

MALT BASED DRINKS

95%
10.5%

MALT BASED DRINKS, HOT CHOCOLATE ETC.

SECONDARY RESEARCH

YEAR 2010 - 2015

3%
SECONDARY RESEARCH

77%
7% 9%

SECONDARY RESEARCH

MARKET TRENDS
SECONDARY RESEARCH

HEALTH CONSCIOUS

60%

EAT HEALTHY

29%

CONSUME SUPPLEMENTS

1 in 2

INCOHERENT BRAND IMAGE

INCOME INCREASE ONLY

68% 56%

INCOME INCREASE

INCOME INCREASE ONLY

68% 56%

INCREASE IN EMPLOYMENT ONLY

7%

INCOME INCREASE

INCREASE IN EMPLOYMENT

3%

GREATER PURCHASING POWER

nterview Depth I In l Studies rvationa Obse s Group Focu Survey

HORLICKS
EXPLORATORY STUDIES

IN DEPTH INTERVIEW
EXPLORATORY RESEARCH

WITHIN OUR SEGMENT...

NO.

CHOICE

HIGH

LOW CHOICE
AWARENESS RECOLLECTION

ASSOCIATIONS...
SPORTS YOUTH KIDS BREAKFAST SNACK NEUTRAL

STRONGER WEAKER

LOW CONSUMPTION DUE TO LOW EXPOSURE

LOW CONSUMPTION DUE TO LOW EXPOSURE WILLING TO TRY IF FREE TRIAL

LOW CONSUMPTION DUE TO LOW EXPOSURE WILLING TO TRY IF FREE TRIAL

PREFERRED OVER TIN CANS

PACKAGED

FOCUS GROUP
EXPLORATORY RESEARCH

TIME OF DAY
AFFECTS CHOICE

TASTE BENCHMARK HABITUAL CONSUMPTION

MILO

ONLY FEMALES
VALUED NUTRITIONAL VALUE

LOW WILLINGNESS TO TRY

FOR THOSE WITH STRONG AVERSION TO HORLICKS

FAILED TO COMMUNICATE NUTRITION

CURRENT MARKETING STRATEGIES

OBSERVATIONAL STUDY

OUTLETS

6.00-8.30

PM

FEMALES
HORLICKS & MILO

>35 >50
YEARS OLD YEARS OLD

HORLICKS

MILO

26%
HORLICKS PURCHASE

HORLICKS

LOW MARKET SHARE

FEMALES

35

AND ABOVE

OBSERVATIONAL STUDY

OTHERS

54%

27% 19% 19%

LUNCH

64%

21% 19% 15%

DINNER

HYPOTHESIS

There is no difference in awareness levels between Milo and Horlicks.

#1

#2

Time of the day affects choice of drink purchase.

Target consumers prefer malted drinks that are thick and strong

#3

#4

Prominent display of Horlicks will increase sales.

#5

Consumers prefer drinks that are nutritous when choosing malted drinks.

HORLICKS
PREDICTIVE RESEARCH

There is no difference in awareness levels between Milo and Horlicks.

#1

UNAIDED RECALL

55%
CITED MILO AND HORLICKS

AIDED RECALL

97%
CITED MILO AND HORLICKS

PERCEPTUAL MAP

There is no difference in awareness levels between Milo and Horlicks.

#1

TRUE

#2

Time of the day affects choice of drink purchase.

#2

Time of the day affects choice of drink purchase.

TRUE

Target consumers prefer malted drinks that are thick and strong

#3

Target consumers prefer malted drinks that are thick and strong

#3

FALSE

#4

Prominent display of Horlicks will increase sales.

#4

Prominent display of Horlicks will increase sales.

FALSE

#5

Consumers prefer drinks that are nutritous when choosing malted drinks.

#5

Consumers prefer drinks that are nutritous when choosing malted drinks.

FALSE

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MILD & SMOOTH POSITIONED AS COLD DRINK

PRODUCT

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PER PACK

PRICE

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