Women Horlicks - Brand Extension Analysis

For Confident, Health Conscious, Multi-tasking Women

Submitted by -NIKITA GOENKA | PGP30324

Health and Wellness Foods market is

estimated at 10,000 crores

AND EXPECTED TO GROW TO

55,000 CRORES

AT A CAGR OF 33%

FSSA – Food Safety And Standards Act, 2006 (India)

India is world’s largest malt-based

drinks market

WITH SHARE OF ALMOST 22%

IN THE WORLD’S TOTAL RETAIL

VOLUME

WHITE POWDERS~

65%

BROWN POWDERS~

35%

Horlicks, Boost

32Bournvita

140Complan

BRANDS COMPANY

GSK - CH

MONDELEZCSD

HEINZ

B O O S T1 2 6

H O R L I C K S1 5 2

COMPLAN174

B O URN VITA3 1 2

BRAND TRUST RATINGS

by Trust Research Advisory in 2013

•Consumer Health global market leader through JV with Novartis

L ARGEST PL AYER

IN HEALTH FOOD DRINKS

CATEGORY IN INDIA

GSK/ Novartis

Bayer/ Merck & Co

Johnson & Johnson Inc

PitzerInc

Sanofi Reckitt Benckiser

Procter n Gamble

( Rs 5,500-crore category with growth of about 5 - 6%)

Global CH leaders by Retail Value Sales based on 2013 data

GSK CH

CONSTITUTES

20%

OF GROUP’S

REVENUE

India Turnover figures in Mn £

TURNOVER

EXPANDS

BY 2%

GLOBALLY

UK-BASED

COMPANY WITH

72.5% STAKE IN ITS

INDIAN UNIT

GSK CONSUMER

HEALTHCAREIn Rs. Million

NET SALES

48,685.8

NET PROFIT

6,747.6

In t e rna t i ona l Pha rma c e u t i c a l G i a n t

Designed to

Improve the

quality of human

life

by enabling people to

• D o m o r e

• F e e l b e t t e r

• L i v e l o n g e r

A INR 3,000-crore brand LEADING Health Food

drink category with 4 6 . 2 % market share.

1

2

G R O W T H

D R I V E R

M A LT

D R I N K S

M A R K E T

Launched in 1873

India's first health drink designed

specifically for

women's nutritional needs

RECOMMENDED BY WORLD HEALTH ORGANIZATION

(WHO)

FORMULATED COMBINING SCIENTIFIC

KNOWLEDGE & EXPERTISE

Company witnessed

continuous growth of

more than 17% in the years

post introduction

Blockbuster product,

Growing at

60%-65% per year.

PRODUCT

• Quick and Easy to mix

T W O F L A V O R S –C H O C O L A T E & C A R A M E L

• Formulated with ion, calcium, folate & other vital nutrients

• Low Fat; No added Sugar

• A wholesome and natural combination of malt, wheat & milk

PRICE

• Available in a 400 gm jar, which costs Rs. 280

T W O F L A V O R S –C H O C O L A T E & C A R A M E L

• Overpriced in comparison to traditional Horlicks

• While traditional Horlicks is priced at Rs. 215 for 500 gm

• Priced keeping in mind the income of targeted urban women

PLACE

• Use of already in place excellent distribution system

H E A D Q U A R T E R A T N A B H A ( P U N J A B )

• Available at supermarkets, retail stores & medical shops

• Usually relegated to bottom shelf, resulting in minimal visibility

• Manufacturing - Balagarh, Sonapet; Packaging - Solan, Secunderabad

PROMOTION

• Direct marketing and consumer activation

T W O F L A V O R S –C H O C O L A T E & C A R A M E L

• Doctor engagement program

• Digital Marketing

• Print media advertising

Junior

Regular

Women’s

Lite

For little, preschool children

For general use; clinically-backed claim of making kidstaller, stronger and sharper

For contemporary workingwoman, promising blood &bone health

For 40+ adult to build strength & stamina; for diabetic people

Mother's For pregnant and lactatingwomen

Objective is to cater to the needs of all the age groups.

HEALTH CONSCIOUS

URBAN WOMENDEMOGRAPHICS

TARGETED SPECIFICALLY AT THE MODERN HEALTH

CONSCIOUS URBAN WORKING WOMAN

Women of the agegroup of 19 to 50years, at variousphases of awoman’s life:

Adolescent > young>adult

Women who arenot able to takecare of health anddaily requirementof iron, calcium,folate and vitaminsB2, B6, B12, andC2.

Urban workingwomen leadinghectic lives,focusing both oncareer as well asfamily in metrosand mini-metros

Be the ‘YOU’

you always

wanted to

be

Image Image Image

BOURNVITA COMPLAN BOOST

MONDELEZ HEINZ GSKCH

P h y s i c a lE n e r g y & E n d u r a n c e

S t r o n g e r b o n e s & M u s c l e s

E n e r g i z e r f o r d a i l y s p o r t s

46%

16%

14%

12%

1%

11%

Horlicks Bournvita Complan Boost Maltova Others

MARKET LEADER

BR

AN

D S

TREN

GTH

(Dif

fere

nti

atio

n a

nd

Re

leva

nce

)

BRAND STATURE (Esteem and Knowledge)

Curiosity

Indifference

Commitment

Fatigue

MALTOVA

DANONE

PEDIASURE

MINUTE MAID

TROPICANA

REAL

BOURNVITA

HORLICKS

COMPLAN

BOOST

POP

POP

POD

POP

POD

HORLICKS BOURNVITA COMPLAN BOOST

C O M P A N Y GSKCH MONDELEZ HEINZ GSKCH

M O T T OR e l i v e t h e s p i r i t , S t a y s t r o n g

P h y s i c a lE n e r g y & E n d u r a n c e

S t r o n g e r b o n e s & M u s c l e s

E n e r g i z e r f o r d a i l y s p o r t s

B A S E M A L T C O C O A M A L T C O C O A

N U T R I E N T S M E D I U M M E D I U M H I G H M E D I U M

T A R G E T C U S T O M E R W O M E N K I D S K I D S K I D S

N U T R I E N T B A S E D H E A LT H D R I N K F O R A L L R O U N D G R O W T H

IN ORDER TO HIGHLIGHT ITS NUTRITIONAL ASPECT, GSKCH IS PROMOTING WOMEN HORLICKS THROUGH TRADITIONAL PRINT AND TELEVISION MEDIA

BRANDING IN

REGIONAL TONGUE

EMOTIONAL APPEAL OF THE BRAND BY PROMOTING WOMEN RELATED EVENTS BY HIGHLIGHTING –

“ YOU ARE SPECIAL “

BRANDING IN

REGIONAL TONGUE

https://www.youtube.com/watch?v=alYyeooLZQE

SUPPORT OF PROFESSIONALS IN THE MEDICAL

FIELD

The core s trategy l ie s in grabbing

the mind space o f the consumers .

The company reaches out to P H YS I C I A N S , D I E T I C I A N S &

N U T R I T I O N I S T S to educate them about the product.

This in turn, leads to an official or at the very least, unofficial, product

endorsement by these professionals.

THINK ABOUT BONE HEALTH.

THINK ABOUT WOMEN'S HORLICKS.

Up to 1 in 2 women in India

are at the ri sk o f

Low Bone Mineral Density!

Women's Horlicks has 100% RDA of Calcium, and Vitamin D. Calcium and Vitamin D which are

I M P O R TA N T F O R M A I N TA I N I N G B O N E H E A LT H .

https://www.youtube.com/watch?v=K-KePAX_WPk

BONE DENSITY TEST

Bone densi ty s tart s reducing

a f t er the age o f 30.

Women's Horlicks has specialized HEMOCAL nutrients including 100% RDA of Calcium that's

important for maintaining bone strength.

https://www.youtube.com/watch?v=tVey5MuBce4

M a ke a n i n fo r m e d c h o i c e a b o u t y o u r b o n e h e a l t h .

Start with Women's Horlicks!

https://www.youtube.com/watch?v=vWvolkt-FH4

FOCUS ON RESONATION WITH THE

WORKING WOMEN

KO N K A N A S E N S H A R M A was selected as

the face of the urban Indian woman of today,

balancing career and home, a choice sure to

resonate with most women.

This, combined with the baseline,

"Because your body needs

you too!" ,

starkly elegant in its very simplicity, captures the essence of the desired brand image.

S A L I E N C E

PERFORMANCE IMAGERY

FEELINGJUDGEMENT

RESONANCE

3. RESPONSE

What about you ?

4. RELATIONSHIPS

What about you & me ?

2. MEANING

What are you ?

1. IDENTITY

Who are you ?

S A L I E N C E

• The main objective of the company is to be the G R E AT FA M I LY N O U R I S H E R

1.

• The depth of B R A N D A WA R E N E S S is strong as the brand exhibits high top-of-mind recall among consumers

• S TA R T E D O V E R 1 0 0 Y E A R S A G O to produce nourishing health drinks which are consumed across all ages

S A L I E N C E

PERFORMANCE

2.1

• VA R I E T Y - extended into varied food categories – biscuits, noodles, snacks, breakfast option and even flavored milk.

• S T Y L E & D E S I G N - successfully launched variants at different points in time providing flavour innovations and value-added benefits

• R E L I A B I L I T Y - invested at every critical juncture in the brand and its nutrition profile backing it with proof of science

• P R I M A R Y C H A R A C T E R I S T I C S - traditional malty favorite drink, filled with nourishing goodness.

S A L I E N C E

PERFORMANCE IMAGERY

2.2

• U S E R P R O F I L E - brand image has changed from a fuddyduddy, boring health drink recommended by doctors to something that is nourishing, and enjoyable

• P U R C H A S E S & U S A G E S - designed to target mothers, and gradually, shifted to develop a connect with kids

• C O M M I T M E N T – Identified, created and fast tracked sub-segments to warranty no obvious gaps for other players

• S O C I A L A P P R O VA L - pitches itself as a brand for the Entire family, who fulfills nutrition requirements of everyone

S A L I E N C E

PERFORMANCE

JUDGEMENT

IMAGERY

3.1

• C O N S I D E R AT I O N – keeping in mind the unique needs of customers, it came forward as a bold brand that was ready to try new products and introduce risk by extending its existing core values into new product lines.

• C R E D I B I L I T Y - experience in science based nutritional products

• S U P E R I O R I T Y - not just recommended by doctors but is nourishable and enjoyable too.

S A L I E N C E

PERFORMANCE IMAGERY

JUDGEMENT FEELING

3.2

• WA R M T H - spread the goodness of healthy living

• S E C U R I T Y – products with trustworthy nutrition profile, backing it with proof of science

• F U N – positioned as a nourishing, yes, but also tasty brand; enjoyable by children

S A L I E N C E

PERFORMANCE IMAGERY

JUDGEMENT FEELING

RESONANCE

4.

• L O YA LT Y - binds all its products together is their positioning – health, a word synonymous with Horlicks.

T H E G R E AT FA M I LY N O U R I S H E R

P L E A S U R A B L E N O U R I S H M E N T

• AT TA C H M E N T - Horlicks is a symbol of strength, power and nutrition in India

India's first health drink designed specifically for

women's nutritional needs

Its major competitors are

Bournvita, Complanand Boost

“Make an informed choice about your

bone health”

The promotional strategy involves reaching out to physicians, dieticians & nutritionists,

leveraging on proof of science – GlaxoSmithKline (parent company)

Its targeted explicitly at the modern

health conscious urban working

woman

capture the essence of the desired brand

image among women

"Because your body needs you too!”

Thank you !!

• http://tejas.iimb.ac.in/articles/29.php

• http://www.afaqs.com/news/company_briefs/index.html?id=28339_GlaxoSmithKline-

Consumer-Healthcare-Launches-Women%92s-Horlicks

• http://www.geekfundas.com/resources/3012-Review-Women-s-horlicks-Ingredients-

benefits.aspx

• http://www.oneindia.com/2008/02/02/horlicks-launches-special-health-drink-for-

working-women-1201946542.html

• http://www.horlicksnutritionacademy.com/TabId/80/ProductId/56/Product-details.aspx

PGP Batch of 2014-16

These slides were created as part of a MBA course

“Brand Management”

(www.MBASkills.IN)

taught by Prof. Sameer Mathur

Nikita Goenka PGP30324