LEVERAGING THE BRAND EQUITY.

By: DEBASISH DEY ROLL No. 107

MBA-II

HORLICKS
Sir WILLIAM HORLICKS
The original manufacture & patent holder of the malted drink. Now a product from- GSK Consumer Health. Launched in the year 1930 .

Launched as an additive & substitute to milk.

Most trusted health drink brand (6th position in trusted brand list). Market share of more than 50%.

POSITIONING & RE-POSITIONING OF HORLICKS

POSITIONING:
It was initially introduced both a substitute & an additive to milk and it was initially positioned itself as food for convalescing & a nutrient supplement for kids only.

RE-POSITIONING:
From a boring nutritional drink, GSK positioned Horlicks as `pleasurable nourishment', by launching it in vanilla, chocolate and honey variants. It introduced other variants like - Jr. Horlicks, Womens Horlicks, Mother Horlicks & Horlicks Lite to repositioned itself from the children segment to other segment for consumption.

POSITIONING THE BRAND

POSITIONING:
Pleasurable nourishment.

BRAND ASSOCIATION:

COMMUNICATING THE MESSAGE

PROMOTION:
Organized nationwide events like- Wiz kid & Dream Team.

Epang Opang Japang . CAMPAIGN:

Badlo Apne Bachpan Ka Size, takes the thought to

the next level by communicating how Horlicks enables kids to have a bigger, better, childhood while growing Taller, Stronger, Sharper

DELIVERING THE PERFORMANCE

PRODUCT FOCUS:
Benefit of 23 vital nutrients.

DISTRIBUTION COVERAGE: Through more than 5lac retail outlets.

LEVERAGING THE BRAND

BRAND EXTENSION:
JUNIOR HORLICKS BISCUIT

NUTRIBAR

HORLICKS CHILLED DOODH

SOMETHING ABOUT THE BRAND EXTENDED PRODUCTS

BRAND LAUNCHED ON COMPETITOR

GSKCH
EXPECTATION

Junior Horlicks Biscuit Horlicks Nutribar

June 2009

Parle-G & Britannia Tiger Mars Licker

Rs 50 Crore Sales Turnover Rs 100-150 Crore of Revenue in 5 yrs Rs 50-100 Crore of Revenue in next 5 yrs

March 2009

Horlicks Chilled Doodh

April 2009

Amul Kool & MAFCO

COMPETITION
In India the milk beverage market is of Rs 2,305 Crore.
BRAND MARKET SHARE
50%

17%

15%

WAR Of Ad:

Vs

The spot goes on with the Complan boy saying, Complan Boy: my health drink has 23 nutrients, how much does yours have? HORLICKS BOY: 23 nutrients and also something. COMPLAN BOY: Mine makes me 'Taller. HORLICKS BOY: mine makes me 'Taller, Stronger & Sharper.

COMPLAN BOY: mine costs Rs.178.

HORLICKS BOY: mine costs only Rs.124. COMPLAN BOY: Mummy, In this case we are higher right. Hearing this the mother makes a grimace kind of look & the Ad ends with a couple of people carrying a HORLICKS billboard with 3 tenets of Taller, Stronger & Sharper.

BRAND

MANUFACT -URER

TARGET

BRAND MARKET EXTENSIO SHARE -N

PRODUCT USP AVAILABILITY

CLAIM

GSKHC

Children, women, pregnant women & elderly people

Biscuit, Energy bar & Chilled Milk

50%

>5lac retail outlets

23 essential nutrients

"Children have become taller, stronger and sharper. The Horlicks challenge now proven. Grow faster with Complan

HEINZ

Growing children

Biscuit & Muesli

17%

>7lac retail outlets

23 essential nutrients with accurate proportion

CADBURY

Children & Teenagers

Bourneville Dark Chocolate

15%

4lac retail outlet

Choco taste with the power of Calcium

Real Achievers who have grown up on Bourn vita.

THANK YOU!!!