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GROUP NO -4
Anish Shah
Prakash Pandey
Himanshu
Nidhi
Prashant k.
Shweta Gujare
Sandeep Mane
Rohit Patel
Prashant Madve
Nupur Lakhlani
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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 positionin trusted brand list).
Market share of more than 50%.
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Horlicks product mix
HEALTHDRINK
Junior Horlicks
Mother Horlicks
Horlicks Lite
Horlicks Ninza-
-CHOCO
-VANILLA
-Elaichi
BISCUITS
Horlicks Biscuit-
Standard
Elaichi
Nutribar
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Specially formulated for preschool childrenSpecially formulated for preschool children
ATO Z NUTRITIONATO Z NUTRITION
PHYSICAL & MENTALDEVELOPEMENTPHYSICAL & MENTALDEVELOPEMENT
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Mother's Horlicks
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zero added sugar and zero cholesterol
Contains 26 vital nutrients
Has high fibre
Is low fat
Has essential antioxidants
zero added sugar and zero cholesterol
Contains 26 vital nutrients
Has high fibre
Is low fat
Has essential antioxidants
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Horlicks Biscuits
Calcium' providing 100% RDA of calcium
Two flavours - Standard & ElaichI
Great taste' and 'nourishment
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Decision On Packaging - Main ? Is changing packaging, logo, design, style etc.
really important?
Horlicks has been an iconic brand for manyyears. Does it really need this change and also
above that a spending of 300 cr to promote it?
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The elements in the new design are: -
The Wave shows the activity of a person
The visual of milk and wheat shows
nourishing capabilities
Blue and orange colours help to identify thebrand
The new logo also plays a role in reinforcing
the trust and equity of the brand among theconsumers
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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.
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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.
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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
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Leveraging the Brand
Junior Horlicks Biscuit
Nutribar Horlicks chilled
doodh
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BRAND LAUNCHED ON COMPETITOR GSKCH
EXPECTATION
Junior Horlicks
Biscuit
June 2009 Parle-G &
Britannia Tiger
Rs 50 Crore
Sales Turnover
Horlicks Nutribar March 2009 Mars Licker Rs 100-150 Crore
of Revenue in 5
yrs
Horlicks Chilled
Doodh
April 2009 Amul Kool
&MAFCO
Rs 50-100 Crore
of Revenue innext 5 yrs
Brand Extended Products
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Product Life Cycle
Time
ProductDevelop-
ment
Introduction
Profits
Sales
Growth Maturity Decline
Losses/Investments ($)
Sales andProfits ($)
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Maturity Stage of the PLCMaturity Stage of the PLC
SalesSales
CostsCosts
ProfitsProfits
Marketing ObjectivesMarketing Objectives
ProductProduct
PricePrice
Peak salesPeak sales
Low cost per customerLow cost per customer
High profitsHigh profits
Maximize profit while defendingmarket share
Maximize profit while defendingmarket share
Diversify brand and modelsDiversify brand and models
Price to match or best competitorsPrice to match or best competitors
DistributionDistribution Build more intensive distributionBuild more intensive distribution
AdvertisingAdvertising Stress brand differences and benefitsStress brand differences and benefits
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Horlicks ProHieght
GSK supports for innovation
Horlicks ProHeight has
+3 Protein Guarantee: 1.HIGHER: Double the Protein
2.MORE: Not one but Two best quality
protein 3.FASTER: Whey Protein that is digested faster
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