horlicks final

8/7/2019 horlicks final

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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


11/21

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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Documents

horlicks final