MARKETING MANAGEMENT

A project on HORLICKS

A TEAM EFFORT BY:

Aditya Goswami
Delsy Deepak Choudhary
Sakshi Arora
Shalini Joshi
Shreyanka Bhandari
Sibten Razha
 INTRODUCTION TO HORLICKS

• English brothers William and James Horlicks developed the formula for
Horlicks
• In 1883, obtained U.S patent for drinks’ ability to mix up in liquid
• Got popular in South India because of its water solubility and the fact
that regions of South India are milk deficient
• Over time, many new flavors dedicated to children, women, breast
feeding mothers were introduced
• Flagship brand for GSK-HealthCare contributing more than 70% of sales
• Packaging has been a main focus for different product offerings
• The only health drink, clinically proven in India to make kids taller,
stronger and sharper
 CONSUMER BEHAVIOUR TOWARDS
HORLICKS
• A study in Coimbatore city concluded that Horlicks is considered
the ‘most trusted’ brand and majority of the respondents
preferred Horlicks, followed by boost.
• Favorite with mothers because of the nourishment, with
children because of its taste and variety.
• In the late 1990s it started to feel that Horlicks was a “Healthy
but boring drink”.
• Consumers believe that Horlicks is a value for money product.
 MARKETING STRATEGY
SEGMENTATION
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- The market is segmented on the basis of the age

groups.
Junior Horlicks- for preschool children
Horlicks Regular- for general use
Women's Horlicks-for pregnant and breast feeding women(for bone density maintenance)
Horlicks Lite and Horlicks Bite- for health conscious adults and for diabetic people
Flavored Horlicks- for teenagers
 TARGETING
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 upon the
products purchased for the family.
The focus of Junior Horlicks continues to be the kids between
age one and three while all the action will be in general
Horlicks.
 POSITIONING
• 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 nourisher" 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 1-3.
• Today, the brand talks to each member of the family. Its objective is to cater to the needs of all the age groups.
• Toddlers and Preschoolers
• • Children between 2 to 6 years •
• Points of Differences:Children require Brain development for their Sharpness vs Pediasure which is focussed on
Immunity and not in brain development •
• Points of Parity:Children require Height and Weight vs Pedisure which also focusses on Height and Weight. •
• Substantiated with the presence of Nutrients for Brain development
 RE-POSITIONING
• From a boring nutritional drink, GSK
positioned Horlics as a “pleasurable
nourishment” by launching new flavours.
• From a “great family nourisher” till 1990 to
Junior Horlicks being introduced for toddlers
in 1995, Horlicks Lite for elderly in 2005,
Women’s Horlicks in 2008.
• It now talks to every member of the family
individually and has entered new segments.
 RE-BRANDING
New Product Packaging
• Glass to plastic (easier to handle
& use)
• Visual of milk & wheat
(nourishing capability)
• Packaging of various segments of
products designed according to
the target consumers.
MARKET SHARE
MAJOR COMPETITIORS AND PRODUCT
COMPARISION
 AD-WAR: A LEGAL BATTLE BETWEEN GSK AND
HEINZ
COMPARITIVE ADVERTISING

• In 2008, a legal battle broke down

between Complan and Horlicks.

• Complan and Horlicks, both, stepped

into comparative advertising for their
products and showed each other’s
products in a bad light in order to
promote theirs.
CO-BRANDING
RA.ONE

THE TALL, STRONG AND SHARP

SUPERHERO OF THE MOVIE
PERFECTLY EMBODIES HORLICKS’
BRAND PROMISE.
 FLINTOBOX

Flintobox is an award winning subscription service for age appropriate activity boxes
for children.

Mini Flintobox was custom made for Junior Horlicks with two activities that focused on
problem solving, concentration and brain-hand-eye coordination.
 PROMOTIONAL ALLIANCE
MADHUBANI PAINTING: A JAMINI ROY
ARTWORK

A limited edition range called Horlicks collections

which has packs sporting regional art forms.

Traditional art form + modern twist to represent

children enjoying outdoors and nature.

EVP Marketing, Prashant Pandey said that this

endeavour is to build strong equity with
customers and Horlicks is a part of Indian culture
and will connect with the consumers in local or
regional flavors.
 FUTURE RECOMMENDATIONS

• Chocolate bar for middle age group.

• Protein shakes for adults which is easy to digest.
• Introduce Breakfast meals, snacks for every age groups.
• Bone strengthening drink for men as well.
• Slimming drink.