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PARENT COMPANY: GlaxoSmithKline PLC
CONSUMER HEALTH CONSTITUTES
20% OF THE GROUP’S
REVENUE
India Turnover figures in Mn £
TURNOVER EXPANDS BY
2% GLOBALLY
UK-BASED COMPANY WITH 72.5% STAKE IN ITS INDIAN UNIT
G S K C O N S U M E R H E A LT H C A R E
In Rs. Million
NET SALES 48,685.8
NET PROFIT6,747.6
I n t e rn a t i o n a l P h a rm a c e u t i c a l G i a n t
GLAXOSMITHKLINE : Consumer HealthConsumer Health global market leader through JV with Novartis
LARGEST PLAYER IN HEALTH FOOD DRINKS CATEGORY IN INDIA
GSK/ Novartis
Bayer/ Merck & Co
Johnson & Johnson Inc
Pitzer Inc
Sanofi Reckitt Benckiser
Procter n Gamble
Global CH leaders by Retail Value Sales based on 2013 data
( Rs 5,500-crore category with growth of about 5 - 6%)
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
GLAXOSMITHKLINE: Product Portfolio
A INR 3,000-CRORE BRAND LEADING HEALTH
FOOD DRINK CATEGORY WITH A 4 6 . 2 % MARKET SHARE.
PARENT BRAND : Horlicks
G R O W T H D R I V E R
• Brand grew globally by £160 mn in 2008-13
• India accounts for 80% of global sales
M A L T D R I N K S M A R K E T
• Ranked 4th globally with 6.4% share in 2013
• Expected growth US $130 million in 2013-18
M A J O R P L AY E R S • Maltova, Boost, Bournvita, Complan,
Milo
Launched in 1873
INDIA'S FIRST HEALTH DRINK DESIGNED SPECIFICALLY FOR WOMEN'S NUTRITIONAL NEEDS
BRAND EXTENSION: Women Horlicks
RECOMMENDED BY WORLD HEALTH ORGANIZATION
(WHO)
"Because your body needs you too!"
FORMULATED COMBINING SCIENTIFIC
KNOWLEDGE & EXPERTISE
PRODUCT
PRICE
MARKETING MIX: Women Horlicks
• Formulated with ion, calcium, folate & other vital nutrients• Quick and Easy to mix
•Low Fat; No added Sugar•A wholesome and natural combination of malt, wheat & milk
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
•Priced keeping in mind the income of targeted urban women
PLACE
PROMOTION
MARKETING MIX: Women Horlicks
•Available at supermarkets, retail stores & medical shops•Use of already in place excellent distribution system
• Usually relegated to bottom shelf, resulting in minimal visibility•Manufacturing - Balagarh, Sonapet; Packaging - Solan, Secunderabad
H E A D Q U A R T E R A T N A B H A ( P U N J A B )
• Doctor engagement program• Direct marketing and consumer activation
• Digital Marketing• Print media advertising
MARKET SEGMENTATION: Demographic
Junior Horlicks
Horlicks Regular
Women’s Horlicks
Horlicks Lite
For little, preschool children
For general use; clinically-backed claim of making kids taller, stronger and sharper
For contemporary working woman, promising blood & bone health
For 40+ adult to build strength & stamina; for diabetic people
Mother’s Horlicks For pregnant and lactating women
Objective is to cater to the needs of all the age groups.
HEALTH CONSCIOUS
URBAN WOMENDEMOGRAPHICS
TARGET SEGMENT
TARGETED SPECIFICALLY AT THE MODERN HEALTH CONSCIOUS URBAN WORKING WOMAN
Women of the age group of 19 to 50 years, at various phases of a woman’s life:
Adolescence > young > adult
Women who are not able to take care of health and daily requirement of iron, calcium, folate and vitamins B2, B6, B12, and C2.
Urban working women leading hectic lives, focusing both on career as well as family in metros and mini-metros
Image Image Image
BOURNVITA COMPLAN BOOST
MONDELEZ HEINZ GSKCHP h y s i c a l E 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
COMPETITORS: Market Share
46%
16%
14%
12%
0%
11%
Horlicks Bournvita Complan Boost Maltova Others
MARKET LEADER
COMPETITIVE FRAME OF REFERENCE
BRAN
D S
TREN
GTH
(Diff
eren
tiatio
n an
d Re
leva
nce)
BRAND STATURE (Esteem and Knowledge)
Curiosity
Indifference
Commitment
Fatigue
MALTOVA
DANONE
PEDIASURE
MINUTE MAID
TROPICANA
REAL
BOURNVITA
HORLICKS
COMPLAN
BOOST
POD
POP
POD
POD
ANALYSIS: Points of parity & points of difference
HORLICKS BOURNVITA COMPLAN BOOST
C O M P A N Y GSKCH MONDELEZ HEINZ GSKCH
M O 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 l E 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 POP
IN ORDER TO HIGHLIGHT ITS NUTRITIONAL ASPECT, GSKCH IS PROMOTING WOMEN HORLICKS THROUGH TRADITIONAL PRINT AND TELEVISION MEDIA
PROMOTION STRATEGY: Point of Difference
BRANDING WITH REGIONAL TONGUE
PROMOTION STRATEGY: Point of Difference
https://www.youtube.com/watch?v=vWvolkt-FH4
FOCUS ON RESONATION WITH THE WORKING WOMEN
Eschewing the current glamour dolls of
Bollywood, Konkana Sen Sharma 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.
PROMOTION STRATEGY: Point of Difference
https://www.youtube.com/watch?v=alYyeooLZQE
SUPPORT OF PROFESSIONALS IN THE MEDICAL FIELD
The core strategy lies in grabbing the mind
space of the consumers, rather than following
the more traditional
hard-sell route.
The company reaches out to physicians,
dieticians and nutritionists to educate
them about the product. This in turn, leads to
an official or at the very least, unofficial,
product endorsement by these professionals.