POSITIONING

Presentation onProduct analysisHorlicks foodless (noodles without no) PRESENTED BY:Tanu JainTrapti MangalMohd. WisamVidhi PandayVikram GurjarVishakha Nireshwliya

Product developmentAbout Horlicks:Horlicks is the leading Health Food drink in India. It is a malted milk powder, that you mix with the milk to make a drink. Horlicks is the highly respected brand of GlaxoSmithKline.GSKCH is one of the largest players in the Health Food drinks industry in India.Horlicks is manufactured by GSKCH in various market like United Kingdom, South Africa, New Zealand, Bangladesh, India, Pakistan and Jamaica, Philippines and Malaysia.The largest market for Horlicks are the UK, India and Malaysia.

Contd..Horlicks is sold in a number of countries, but its biggest market is India. As India has the biggest market of Horlicks, thus, new products have been developed specifically for India, such as alternative flavors and special formulations for young children and breast-feeding mothersSuch as Horlicks Ninja, Junior Horlicks, Mothers' Horlicks, Horlicks Lite, Horlicks Biscuits. Junior Horlicks 1-2-3 is a large extension that is specially designed for pre-school children. Horlicks foodles noodles w/o noGSKCH has been keen on extending its brand Horlicks across newer product categories and thus has been entered into the highly competitive segment of instant noodles through its newly introduced Horlicks Foodles, aimed to explore the category of salty snack food market.

Thus, the company launched its noodles under the popular Horlicks brand named Foodles in the year late 2009 that is expected to compete with market leader Maggi from Nestle.

Horlicks foodles noodles w/o noFrom Market Research, It has been found that mothers wouldnt allow their kids to enjoy NOODLES too because of the Maida-clad noodles.Taking clue from this fact, GSK decided to tap this bigger opportunity to position itself differently and to provide healthy snack foods.Thus, Horlicks kick-off the Foodles offerings in two healthy variants: Regular Multi Grain.

Products: Horlicks Foodles will be available in Rs 10 and Rs 15 in multi-grain and regular variants under various flavors like Ala Masala, Curry in a Hurry and Slice of Spice.

Product designDESIGNING OF THE PRODUCT Horlicks has launched a new extension in the noodles category . The extension has the brand name Foodles and is endorsed by Horlicks.

Foodles is positioned as a healthy noodles. The brand has launched two variants of noodles. - Regular and Multi-grain.

The main USP of Foodles is the " Health Maker" sachet which comes along with the noodles pack. The health maker sachet contains the essentials of 5 vitamins.

Foodles is not going to revolutionize noodles market in India. All the noodles brands are now on the health plank and having a vitamin sachet is not going to do big things for Foodles.

HORLICKS FOODLES TARGETED AS:-Good taste is the excuse Ive always given for leading such a bad life Oscar Wilde.

The health drink brand from GSKCH Horlicks which has been traditionally targeted as a great family nourisher, has entered into the highly competitive segment of instant noodles through its newly introducedHorlicks Foodles,aimed to explore the category of salty snack food market.

Maggi, an undisputed leader in instant food, noodles. Reasons :

Easilyavailable, Easy to make, Pinches the pocket softly and Above all the taste.

The magical tastemaker which makes all the difference, given a KO to all its competitors. Funniest was, when they tried to improve on and experimented with their tastemaker and failed badly, and had to re-launch the product telling consumer, the old Maggi is back.

Contd

But it has nothing nutritious to offer. Though they have given a new punch line Taste bhi health bhi but the noodles are plain maida, i.e. fibreless and hence are similar to that much quantity of sugar. Adding vegetables is an option but the smart kids know how not to eat them.

Finally foodles ad has came. A product from GSK; Horlicks has a reputation in health drinks. After innovating in that field by introducing Womens Horlicks and Junior Horlicks, they even considered old people and introduced Horlicks lite.

They even targeted teenagers and adults who want a nutritious bite by introducing Nutribar a cereal bar. And now they have ventured in a totally different area, instant noodles i.e.Foodles.

Horlicks has surely targeted health conscious parents. Its a different product made with multi grains, something which Indian market has not seen yet, so will surely attract people. It is a good source of proteins, fats and carbohydrates so is extremely good for growing children.

Green Packet Ala Masala

Noodles : Wheat 75%, Rice 1.2%, Corn 1.2%, Ragi 1.2%, Edible vegetable oil, minerals and salt.

Orange Packet Crazy Curry

Noodles : Wheat Flour, Edible Vegetable oil, minerals and salt.

Tastemakeris different for both the variants. But no MSG, artificial colours or added preservatives.

Preparation methodis more or less same as any other instant food, though takes a little longer to cook as compared to maggi.

FOODLES HAS TWO VARIANTS-:

Verdict

Kids liked the ala masala. The taste is good and can be tried again; it may shift from maggi to foodles.

For 80g packet, crazy curry costs me Rs.10 where as ala masala costs me Rs.15. But I guess thats worth paying for, especially if we are taking nutrition in consideration.

I dont know whether Foodles will shake Maggis loyalty, because its taste is that matters the most.

One of the most important aspects of this campaign is to unify all the products together so that a consumer doesnt identify different products as coming from different brands. It is a way to reinforce the brand name Horlicks in the minds of all the consumers across all product categories.

Product differentiationProduct differentiation is a business level strategy in which firms attempt to create and exploit differences between their products and those offered by competitors.With different and extra features available in our product which satisfies customer needs.

These differences may lead to competitive advantage if customers perceive the difference and havea preference for the differenceProduct differentiationDifferentiation through quality

Green Packet Ala Masala

Noodles : Wheat 75%, Rice 1.2%, Corn 1.2%, Ragi 1.2%, Edible vegetable oil, minerals and saltOrange Packet Crazy Curry

Noodles : Wheat Flour, Edible Vegetable oil, minerals and saltDifferentiation through Conformance

Horlicks foodles till now didnt fall into any controversy of their product being unhygienic or found any defect in their product ( Zero defect-quality )Infact its being great responded by consumers and as great competitor to Nestle Maggi.Differentiation through Style/Status

Its always good to be different , weather we talk about taste choice , most of the people does not want Me Too kind of brand. So they likely switch to Horlicks foodles Differentiation through PriceIt is available in all types of packing small , medium , large and it worth its initial starting pack worth 8 Rs/ only that is crazy curry. Product positioning

POSITIONING

1) ATTRIBUTE POSITIONING-(CLAIMS) 9 power vitamins nutritious grains like wheat, rice, corn, ragi.

2) BENEFIT POSITIONING-(VALUE POSITIONING) taller, sharper, smarter, funnier

3) USER POSITIONING- best for children and teenager.

4) COMPETITOR POSITIONING- foodles came with noodles plus. Maggi too went on with taste bhi health bhi.

5)USE / APPLICATION POSITIONING- parties, hungry, pleasure 6)QUALITY / PRICE POSITIONING- provides vitamins , nutrients at a very low cost of Rs 10 Product brandingProduct branding

A brand offers instant product recognition and identification. Consumers identify branded products and, as a result of effective advertising, have confidence in product quality. Retailers like branded products because they make the store profitable.

Branding is beneficial for four reasons:

Differentiation -- A brand provides a clear and definitive reason for customers to buy your product. Conveys value -- Consumers perceive brand-name products as higher quality, more reliable and a better value than non-branded products. Builds brand loyalty -- Brand loyalty is the recurring stream of profit generated by repeat and referral sales of a specific brand. Builds pride -- Branded, recognizable products invoke a sense of pride in those associated with production, promotion, sale and distribution of those products.Horlicks foodles brandingHorlicks has for years been the most famous health food drink across India. But over a period of time it has diversified into biscuits, nutribars and instant noodles with varying degrees of success.

Horlicks foodles brandingHorlicks has launched a new extension in the noodles category . The extension has the brand name Foodles and is endorsed by Horlicks. Foodles is positioned as a healthy noodles. The brand has launched two variants of noodles. - Regular and Multi-grain The main USP of Foodles is the " Health Maker" sachet which comes along with the noodles pack. The health maker sachet contains the essentials of 5 vitamins.

Contd.

Foodles by Horlicks cannot be termed as a brand extension. In this case Foodles is the main brand and Horlicks is the endorser brand. But for all practical purposes, Foodles is going to impact Horlicks just like any other brand extension.

Horlicks off late has been on a extension spree. It recently launched the Nutribar snack bar with an aim of transforming Horlicks in to an umbrella brand for launching health related food products.

Horlicks foodles strategyHorlicks has surely targeted health conscious parents. Its a different product made with multi grains, something which Indian market has not seen yet, so will surely attract people. It is a good source of proteins, fats and carbohydrates so is extremely good for growing children

They even targeted teenagers and adults who want a nutritious bite by introducing Nutribar a cereal bar. And now they have ventured in a totally different area, instant noodles i.e.Foodles. Plc & marketing strategy The stages through which individual products develop over time is called commonly known as the "Product Life Cycle".

Plc reflects sales and profit of a product over a period of time Stages of PLCIntroduction StageIn the introduction stage, the firm seeks to build product awareness and develop a market for the product.Growth StageThe Growth Stage is characterised by rapid growth in sales and profits. Profits arise due to an increase in output (economies of scale)and possibly better pricesMaturity stageMarked by slowing of growth rates in sales and profits and cut throat competiton.Decline stage sales decline,since customer preferences have changed in flavour of more efficient and better product.

Marketing strategiesNoodles without NO= foodles

health conscious parents

Made with nutritious grains like Rice, Ragi, Wheat and Corn.

Its a different product made with multi grains, something which Indian market has not seen yet.

THANK YOU