Horlicks Vs Bic Perfume

History
 1955 Horlicks limited, England
 1956-57 Punjab plant opened
 Beecham bought Horlicks limited,
Beecham(UK) and Smithkline(US) merged
in 1989 to form Smithkline-Beecham
 To Glaxosmithkline in Jan 2000
 Dec 27 - Smithkline-Beecham and Glaxo
merged into GSK
Marketing strategy
 Advertisement
 Promotion
 Targeting
 Availability
Advertisement
 Brand has been endorsed by Amitabh
Bachchan between 1960-70s
 Vishwanathan Anand in 1980s
 Sponsered movies like Ice Age 2,
superman returns
 5 video ads
 Taller,stronger,sharper
Promotion
 Price Discounts – Rs7 on half kg and
Rs12 on 1 kg
 Gifts – pencil box, car, plastic
containers, clock, frisbee, scholarship
for students
Targeting
 Two types:
 Requirement
 Women horlicks, Junior horlicks,
Horlicks lite
 Income group
 Asha horlicks
 General Horlicks
Availability
 Rs 5 / Rs 10 / Rs 28 / Rs 75 / Rs 130 /
Rs 225 packet varients
 In two flavours-Regular & Chocolate
 Two types of packet
 Refill pack and Jar
 Mom and pop shops
 Available almost everywhere
Facts
 In india 2 billion cups of horlicks are
drunk everyday
 All horlicks bottles sold in india in a year
if placed end to end would form a chain
6 times a length of THE GREAT WALL
OF CHINA
 It was first milk mix containing wheat
BIC Perfume
History
 Founded in 1945
 Based in France
 Main products:- Fountain pens, Pencils,
Cigarette lighters, Disposable Razors.
 Foray into perfume market in 1988
About the product
 First fine French perfume.
 It has 2 variants each for men and women.
 For men–Bic men & Bic sport
 For women–Jour & Nuit.
 This perfume was introduced into the
market as low cost varient for existing
costly perfumes.
Advertisement
 Bic, already having a brand name spent
negligeble amount for total
advertisements
 Thought of selling the product on its
existing customer confidence in its
brand success as an extension of its
brand name.
Targeting
 It mainly targeted the middle income
group
 Since perfume is associated with luxury
and comfort, the intention was to
provide the same for the common man
at affordable prices
Promotion
 Was to be sold at existing Bic outlets
 An introductory price of $5 per bottle
 Since already a low budget perfume so
no gifts or discounts.
Reasons of failure
 Used no advertising mode.
 It resembled cigar lighter in it’s shape.
 It didn’t meet the expectation of being a
luxury product.
 Belief that their existing clients would accept
their new product
 Unable to create a new image for the
perfume.
Conclusion
 The success or failure of a product
depends not only on the quality of the
product but also on some aspects like
promotion, targeting, advertising,
survey on the needs of consumers etc.