G2 Group4 HorlickslPPT Ver1.1

8/14/2019 G2 Group4 HorlickslPPT Ver1.1

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G2_Group4_Horlicks_Ver1.1 1

Group Assignment 2

Presented by (Group 4)Meeta Chavan 06

Sonam Desai 16Snehal Gajbhiye 20

Nikhil Kohok 26Anukriti Srivastava 54

Sushmita Wakde 60




• Horlicks is the brand of GlaxoSmithKline Consumer Healthcare

(GSK).•

• Horlicks was invented by two British men, William Horlick and hisbrother James Horlick.

•

• The company's product portfolio includes brands like Horlicks, Boostand Maltova,Viva.

•

• Its white beverage brand 'Horlicks' laid the foundation for broadeningof the malted beverage market in India.

•

•

And now it is the country's sixth most-trusted brand, with marketshare more than 50%, (Source: A.C Neilson report on marketshares) making it market leader in Malted food category.

•

Ø History• 1883 - On 5th June 1883, the brothers obtained US patent 278,967 for

their drink's ability to mix up in water.•

History of the Product




• 30 October 1958 - Horlicks opened a factory in Nabha,Punjab, India to make Horlicks there. The subsidiary company

was called "Hindustan Milk food Manufacturers Pvt. Ltd."• 1993- Horlicks added Vitamin C, Vitamin B12, Folic Acid, and

Iron to its mix

• 1999 - Horlicks added yet more calcium, so that they couldmarket the product as having twice the calcium of fresh milk

•

•

•

History of the Product

Year Product Introduced

1992 Horlicks Biscuit

1995 Junior Horlicks

1997 Mothers Horlicks

2003 Vanilla, Toffee, Elaichi and Chocolate,

Relaunched Junior Horlicks

2005 Horlicks Lite

2008 Women’s Horlicks

2009 NutriBar, Horlicks Chill Dood, ASHA




n erstan ng t e ex st ng strateg esof this Product

• Horlicks has its presence in Indian market since 1930s.

•

By far, the biggest market for Horlicks is India.•

• For last 79 years Horlicks has used various strategies to satisfy theneeds of the customers and it has been succeeded to maintainits top position.

•

• The various strategies adopted by (GSK) such as introducing sub-brands and variations in the product range, improving thepackaging, and advertising campaigns, etc.

•

• To change the image of the Horlicks brand from a drink that was

supposed to promote a good night’s sleep to one that can helpchildren grow taller, stronger and sharper, Horlicks has come along way.

•

• Though the brand may have appealed to only convalescing people

a few decades back it is currently positioned towards children.




• The brand during the mid-eighties made the transition inpositioning from being positioned for people who are coming out

from sickness to several segments who may require nutrition -professionals, dancers and children.

•

• The brand was also re-launched a few times over a period of twodecades with an improved version of the offering.

•

• The brand also strengthened `Junior’ variant and re launched it

• It used following strategies• Claimed to promote sleep when consumed at bedtime.

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• It has traditionally been marketed as 'The Great Family Nourisher.‘

• All the products are designed keeping “Nutrition” at the center

•

• Horlicks has a huge variety of products and the main strategy usedis Product development.

this Product




• Diversified target market

this Product




Ø Use of all types of media and brand ambassador•

The brand has been endorsed by Amitabh Bachchan on theradio(1960-70)

•

• Moon Moon Sen and her daughters Raima and Riya (1980s) andVishwanathan Anand

•

• Women’s Horlicks is endorsed by Konkana Sen

•

• Ninja Horlicks is endorsed by Tare Zameen Par fame DarsheelSafary

•

• In 2008 it signed up with the movie 'Spiderman 3' to promote itsChocolate Horlicks

•

• Horlicks Chill Dood -Nickelodeon to launch contest ‘Horlicks chilldood-Nick big Ninja fan’

•

this Product




Best Strategies they have applied/areapplying

Ø A to Z nutrition• Horlicks says in its promotion that your child will get all the A to Z nutritions from the Junior Horlicks

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Ø To promote the Junior Horlicks, the brand has come out with aPiggy Bank shaped Horlicks Jar which is a consumer promotionscheme

Ø

Ø

Ø

Ø Horlicks’ Epang opang, epang opang, jhapang' commercial

• They portrayed making milkshake interesting and playful for kids

http://1.bp.blogspot.com/_1pKvii0Z9Cs/Rd7KIc3j1MI/AAAAAAAAAZs/S1cj7Whg674/s1600-h/jhorlicks.jpg

http://1.bp.blogspot.com/_1pKvii0Z9Cs/Rd7KIc3j1MI/AAAAAAAAAZs/S1cj7Whg674/s1600-h/jhorlicks.jpg




ØHorlicks is Now Proven to make kids Taller, Stronger*and Sharper

• Brand is building on its successful positioning " Taller StrongerSharper ". Horlicks is currently running a campaign encouragingthe customers ( Kids) to take Horlicks EVERYDAY.

•

As the product is at maturity stage of PLC and it is necessary toincrease the product usage.

• The brand also takes the medical platform by labeling the productas " Clinically Proven ".

• But there is a catch, these results will happen only through a

continuous usage of the brand.





Ø Choose your own drink- The new slogan is " Badlo apni

bachpan ka Size “•

• The current campaign, Badlo Apne Bachpan Ka Size, takes thethought to the next level by communicating how Horlicksenables kids to have a bigger, better, childhood while growing

Taller, Stronger, Sharper.• Its also a nice extension of the Taller- sharper-stronger positioning

adopted by the brand in the past commercials.

• Kids of today are active decision makers. They want to influencethe way they go about their life at home, school and with

friends.• the new generation is now questioning the age old practices and

Horlicks wanted to relate to the new generation.

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Video


S i k Sh




Suggestion To Increase Market Share

Strategies for women’s Horlicks

•

• Price Rationalization GSKCH should consider reducing retailer margin in order to bring down

the MRP slightly and thus boost sales.

• Alternate Packaging Reducing the container size to make it better aligned with the actual

quantity inside it. Alternatively, GSK could consider increasing the volumecontained in jar.

• Push Marketing Strategy Awareness and brand recognition among the sample target population is

fairly high. However, a very small percentage of this has translated intoactual sales.

•




u g g e stio n To In cre a se M a rke t S h a re

A g g re ssive Tra d e Pro m o tio n s

( .To g ive a fre e sm a lltria lp a ck o f W o m e n 's H o rlicks a p p rox 5 0

)G m s w ith tw o la rg e ja rs o f a n y o th e r G S K p ro d u ct lin e h e a lth.d rin k

Revam p Taste

C o n su m e rs p e rce ive n o sig n ifica n t ta ste d iffe re n ce b e tw e e n

.R e g u la r H orlick s a n d W o m e n 's H o rlick s

,T h is fa cto r a lso re su lts in re d u ctio n o f W o m e n 's H o rlick s sa le s a s.th e re g u la r H orlicks is re la tive ly ch e a p e r

Ø ’Sachet for women s Horlicks Which can be carried along with them and could be used as

.alternative for coffee at their working place

5rs





tra te g ie s fo r Ju n io r H o rlick s

Ø Providing measuring spoon

( )Reducing the weight of the content Ex 500gm to 450 gm and in.that cost providing measuring spoon

Through the commercials message will be passed that X gm of Horlicks

.gives X amount of nutritions -As this product is related to age group of 2 5 years children that

spoon could be Cartoon shaped

ØPlacing in a shopping mall

As its current commercials says that chose your own drink so the place of the Horlicks in the shopping mall should be such that.children can buy their Horlicks on their own

S ti T I M k t Sh




Strategies for Horlicks Lite

ØØ

Ø Tie up with dietician, doctors and gym

Ø•

This product is specially developed for people who are healthconscious, diabetic

•

• It can work as a substitute for protein powders provided inthe gyms and it has no side effects too.

•

• It can also sponsor TV reality shows like Biggest loser jitega,Bodolisious etc.





ugges on o ncrease ar eShare

T h e se b iscu its ca n b e g iv e n fre e w ith H orlick s Lite

Pro m o tio n stra te g y like K e llo g g 's

C a n b e u se d a s m e a l

A g g re ssiv e p ro m o tio n fo r N u trib a r

Ø

http://3.bp.blogspot.com/_1pKvii0Z9Cs/Satp2RBYroI/AAAAAAAAB80/B342YbZPbpk/s1600-h/HORLICKS+NUTRIBAR.jpg




Ø Two time milk is must

Ø• By promoting in take of milk Horlicks can promote it’s

products

• It has already used the strategy of drinking it in the night

• Now it can say that drinking Horlicks in the morning keepsyou energetic for whole day.

• Reduce the quantity and thus price.


S ti T I M k t Sh




ØPromotions in

• Boarding schools

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Nursery•

• Contests for school students

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Scholarships for students•


S ti T I M k t Sh




• Free tatoos of cartoons

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• Free Ben Ten boomrangs

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• Money saver packs

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• Do pe ek free

•


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Horlicks dominatesthe South and East

while Bourn vita'sstrongholds are in theNorth and West

There should bedifferent packaging forNorth and West

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G2 Group4 HorlickslPPT Ver1.1