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Horlicks

Taller Stronger Sharper

Presented By :
Sharath Ghosh
Shyamal
Bhattarjee
Aswin Christie
Praveen Kumar
Reddy
Agenda
Brand Overview
Positioning and Repositioning
Competitor Analysis
Strategies Adopted
Distribution
Marketing
Segmentation
Market Research Analysis
Recommendations

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Brand Overview

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Evolution
135 year old brand
1865 : William and James Horlicks started the
company
1945 : Company acquired by British Horlicks
business
2000 : Glaxo and Smithkline merger
Constantly involved in Line extension and brand
extension
The brand commands above 50% market share in
1300cr Indian Health Drink industry
It is dominating the Rs 2,200-crore malted food
drinks (MFD) market.

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Facts

Horlicks was first invented to substitute milk as


baby food

The brand has been endorsed by Amitabh


Bachchan on the radio(1960-70),
Vishwanathan Anand

Biggest market is India

6 th most trusted brand in India (AC Nelson)

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roduct Analysis

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Line
Quota for baby food supplement Extension
or Brain Development
utrition

•Vanilla, Toffee, Elaichi


•Family Nourisher •Chocolate Horlicks
•Taller Stronger Sharper
•Vitamins & Minerals

•Low Fat
al Nutrients •High Fabre
n Anti-Oxidants •Anti-Oxidants
es quality & quantity of breast milk •Low Sucrose
•Zero sugar
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Brand
Standard & Elaichi Flavor
Extension
100% RDA
Power of Calcium

•Instant Milk Shake


•Attractive Flavors (like Choc
•Wheat & Nutrients
•116 cal
•1.2gm fat
•4.7g protein
•Vit. A,C & calcium

•Cereal & Multi Grain


•11 nutrients
•Wheat, Rice Oats & Honey
•312 cal & 7.5g fat
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Positioning &
Repositioning

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Initial positioning : Malted milk drink to
promote sleep
Repositioned in 2003 in India : Nutritional drink
to “pleasurable nourishment”
New Logo : `Now Proven - Taller, Stronger,
Sharper.'
Junior Horlicks was positioned as a product
exclusively for children
Women’s Horlicks Repositioned as Mother’s
Horlicks (2004) & again as Women’s Horlicks
(2008)
Horlicks Nutribar positioned on the twin planks
of health and convenience.
Repositioned Maltova (2002 & 2004)

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etitor Analysis

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Market Leader in the Health Drink Market
Sales
Others,4.2

Horlicks

Maltova
Bournvita, 17.2
Boost

Viva

Complan, 12.1 Complan


Horlicks,52.6
Bournvita

Others

Viva, 0.8
Boost, 12.6

Maltova, 0.5

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Acquisitions

A cq u ire d fro m
Ja g a tjit In d u strie s

H o rlicks b e a ts
th e m w ith a
su p e rio r S u p p ly
C h a in N e tw o rk

A cq u ire d th e m
to co n so lid a te
m a rke t sh a re

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Horlicks vs Complan

Heinz Complan is its nearest competitor.

Horlicks has always been able to price itself lesser


than the competition.

Horlicks attracts consumers via consumer centric


packaging.

Horlicks came out with various flavours, which has


ensured its current market position.

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Sales
Honey, 8

Vanilla, 12

Chocolate
Elaichi
Elaichi, 20 Chocolate, 60 Vanilla
Honey

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Horlicks vs . Bournvita

“Cadbury” Bournvita

Brown Powder & Milk Additive

Strong presence overall

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orlicks Foodles vs . Nestle Maggi

Entered into the 1000 crore instant noodle


market with market leader Nestle Maggi
having 90% market share
It has gone past the other small players like
Nissin Foods Top Ramen, Future Groups
Tasty Treat etc.
Horlicks Nutribar vs . Mars Snickers

H o rlick s b e a ts S n icke rs w ith its stro n g


d istrib u tio n n e tw o rk
S n icke rs is ta g g e d a s a 4 P M sn a ck w h ile
N u trib a r is ta g g e d a s a n y tim e sn a ck fo r h u n g ry.
S n icke rs h a v e 5 1 2 ca ls a n d 2 7 g fa t w h ile
N u trib a r is a s lo w a s 3 1 2 ca ls a n d 7 . 5 g fa t
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Strategies Adopted

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Distribution
•Margin : 2.75%
•500 units
uring units : Nabha(Punjab) & Rajmundi (AP)
g •Rs . 10/carton
Units
••Other
Margincosts borne by company
: 1.7%
•Freight : 0.50
•Feeds 10-15 Sub-Distributors

•Supply Rural Market


•Margin : 2•Contributes
.75% 30-35% of sales
•5000 units
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Marketing

Reached masses through the radio, by Amitabh


Bachchan (1960-1970)
Apang Opang Jhopang Campaign
Taller Stronger Sharper Campaign: Conducted
clinical trial with 869 students in Hyderabad
Rural Campaigning: Video on wheel and Hut
Activities
Endorsed by Vishwanathan Anand & Darsheel
Safari
Wiz kids an inter school fiesta
Promoted by Doctors
Asha Project

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Segmentation

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et Research Analysis

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Market research Analysis
Hypothesis
Information Required
Sampling Plan
Data Analysis Tools
Questionnaire Design
Result & Inferences
Net Take Away

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Hypothesis

Is the product segmentation


strategy working for Horlicks ?

Attack yourself strategy


Widen the Cake not the Slice
Product Awareness

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formation Required

Are the consumers familiar with the uniqueness of


the specific products?

What is the rate of consumption of different


variants and also the frequency of purchase?

Are the variants used by targeted consumers for


the specific purpose assigned?

Are the consumers satisfied with the product


quality and do they think it as a good value for
money?

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Sampling Plan

– Size : 100 Horlicks consumer families


– Region : Kolkata

Data Analysis Tools

– Pie Chart : To represent the above in a


pictorial form showing the
segmentation.
– Bar Diagram : To show the difference
between the core product and its
variants.
– Report : To summarise the above two
pictorial tools.
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estionnaire Design

Stressed on the number of target consumers in


each family

Product awareness based on its features

Purchase frequency on a monthly basis

Repeat purchase and the factors resulting in the


same

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Result
&
Inferences

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oduct awareness (variants)

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oduct awareness (feature)

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Use of variant ’ s

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Purchase frequency

Units/month
Variants
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Consumer Feedback

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Net Take Away

Segmentation of Horlicks has been successful.

Different variants are gradually making their way


to become leaders in their respective segments.

Awareness successfully generated in the consumer


mind.

Have successfully read the consumers and


designed the variants for each group.

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Recommendations

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Promote Milk Consumption Campaign

Bring back Vending Machines to the basket

Could attach the brand name with Sports events &


Olympiads

Try promoting other brands with the main product


line

Introducing ready-to-drink Horlicks sachets

Diversifying the usage of its different variants


• “Health Drink to Beverages”
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Thank You

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