PRESENTED BY :

KAUSHIK KUMAR ANUJ SHARMA MOHD. ZIA ABHIJIT SHARMA SANDEEP SINGH HARSHVARDHAN

extention in india....

OVERVIEW OF THE COMPANY

Worlds Leading health care companies.
Merger of glaxo wellcome and smithkline beecham in

year 2000. Mainly into health food, drinks and non prescription medicare products. Headquater in gurgaon. Strong distribution network in india, comprising 2,200 wholesalers and 575,000 retailers.

POSITIONING OF HORLICKS:
Presented in india as Nutritional Health Drink and

a Great Family Nourisher. During 1990s, it talks to children too. It has always been a mother and child brand. In 2003, Converted from being a boring health drink to yummy rejuvenator. Great Family Nourisher changed to a Pleasurable Family Nourisher.

LAUNCHED IN 1984..

Contd
Now catering to the specific needs of women, toddlers,

diabetics, lactating mothers, etc.,with different variant. The brand today talks to every member of the family, rather than entire family.

MARKET SHARES AND COMPETITIVE SCENARIO

This industry in india was estimated at

Rs.2200 cr (during the one year period june 2008- may 2009) and is reported to be growing at 12 to 15% per annum. More than 50% market share.

Contd
MARKET SHARE
HORLICKS VIVA BOOST
MALTOVA

Cadburys (With Bournvita)

Heinz (With Complan) and Nesle with milo

ITS BRAND EXTENTIONS: REPOSITIONING

HORLICKS

JUNIOUR HORLICKS

Mothers & Womens Horlicks

Contd..
Horlicks Lite Bite And Lite Bite

Horlicks Biscuit And Nutribar

Horlicks Chill Doodh

HORLICKS
Created difference by positioning itself as the only

Clinically proven health drink in india which made children taller, stronger and sharper. Uses advertisement chant epang, opang, jhapang, conveyed the message of nutrition with enjoyment. Contains 23 vital nutrient at a more affortable price.

Contd

JUNIOR HORLICKS 1-2-3

For pre school children. Contains DHA. Complete supplement to daily

diet.

Contd..

MOTHERS HORLICKS AND WOMENS HORLICKS

Launched in 1997 as nutritional Supplement. For pregnant and lactating women. In 2008, launched as womens

horlicks with tag line because your body needs you too, Contains all the micronutrients Recommented by WHO for women aged between 19 to 50 years. No added sugar, Is low in fats, available In chocolate and caramel flavours. No direct substitute.

Contd..

HORLICKS LITE AND LITE BITE

Horlicks lite, a malt based health drink &

lite bite biscuits launched in sept 2005 for health conscious adults and diabetics. Taste and ingredients of a normal Health drink And biscuit. Certified by diabetes india.

Contd

HORLICKS BISCUIT AND NUTRIBAR

Biscuit launched in 1992 in two flavours-

standard and elachi, as solid nourishment. In 2009 introduced junior horlicks biscuit containing vitamin B1, B2 and niacin, priced at Rs.35 for a 125 gm pack, quite high compared to most of the biscuit. So GSKCH introduced an entirely new category energy cereal bars-with horlicks nutribar. It is ready to eat healthy snacks between meals.

Contd..

HORLICKS CHILL DOODH

Ready- to- drink cold milk in tetrapack.
Launched in four flavours during last summer,i.e

the first half of 2009 Positioned against amul kool and various regional players in the Rs. 45 cr chilled flavoured milk category.

Contd

RECENT LAUNCHED.

Contd

CAMPAIGN FOR BRAND PROMOTION AND RECOGNITION

To communicate the messege for promotion.
Organised nationwide events like WIZ KID &

DREAM TEAM. EPANG OPANG JAPANG.. Badlo apne bachpan ka size Enables kids to have a bigger better childhood while growing taller, stronger and sharper. War of ad. Between horlicks and complan.

Horlicks Vs Complan.( WAR AD.)

Contd..

CONCLUSION
Meet the needs of specific consumer segments with

distinct and innovative product variants, which do not face directs competition from other players in the industry. It addresses the need of each member of the family individually. Kept ahead of competition through timely introduction of new products, brand extensions, and Inducing desire among consumers to use more products.

Questions are welcome??

Good Luck For Mid Term. DRINK HORLICKS!!