Horlicks Foodles

BY:PIYUSH JETHALYA SONAL CHATTERJEE ABHINAV DEBNATH AMARJOT SINGH

Company history
Popular brand in Indian

Market since 1930s. Underwent a Revamp in 2004, and came with wide range of Flavors including Toffee, Elaichi, vanilla and Chocolate.

 Slowly-Slowly extended

its Product line in healthcare, by introducing wide Range of Horlicks for every Age group. Like Horlicks ninja, Junior horlicks, Mothers horlicks, Horlicks lite etc.

 Part of GSK

(GalaxoSmithkline). Industry, which is very well known in Health and nutritional products. Other Nutritional products then Horlicks are: Boost Maltova Viva

Foodles
Introduced by GSK in

1200 crore instant Noodle industry in February 2010. Expected to Compete the market leader, nestle maggie, which is present in India since 1983.

Foodless Strength
Product of GSK, which is a healthcare solution

Industry. Caught the point of maggis health Issues, and introduced Foodles made up of wheat flour and with many flavors unlike Maggie with limited Flavors. Highlighted its Nutritional value, to attract mothers, who are much concerned about there kids heath as they eat too much of noodles. Extended the Health drink brand tag to the Noodle industry.

Strategy to Position Foodles

Strategy was to Position Foodles on Healthy, non-Lunch,

non-Dinner Snacking Platform. Company aimed to Capture 5-10 % of this 1200 Cr industry. First focused on South because its media isolated and company dont have to spend much on advertisement. Which reduced the initial Launching cost. And south itself has lots of Diversities into it, so better market penetration. Brand tried to influence moms and house wives who have to choose between taste and health for their family.

Foodless Flaws
As soon as it was launched in South as Healthy

noodles which hiked its image in market, Maggie also came out with the tagline Taste bhi health bhi in rest of India, for its variant like aata maggie Due to which Foodles lost its first mover advantage in healthy nutritious noodle industry.

Foodles reply
Foodles, took one more step ahead of maggie and tried to

create this health factor as its USP, and made TV commercials which highlighted this fact, and said as its healthy, it should be consumers choice. Foodles also provides Health maker sachet which comes along the noodles pack, which contains the essentials of 5 vitamins. Foodles is currently trying to appeal to the upper middle class in the urban areas and placed the product at a premium price with Its multigrain variant costing Rs 15 for 80 gm compared to Maggis Rs 10 for 80 gm.

 It also used the distribution Channel of horlicks.

So initially single packs of Foodles were given for free.

Strategies of Foodles to market itself

Foodles adopted some successful marketing

campaigns of the same kind, which many companies already adopted in market. But apart from adopting those campaigns, foodles also went for some different campaigns like:

PRESENCE IN THE WEB WORLD

Web publicity doesnt take much of an investment

and has been proven to give great ROI. And Even for FMCGs it has been proved to give paybacks, as the target consumer is Women and kids. And Latest researches have shown that Indian Women are also becoming Internet Savvy and relying on it for their house-hold decisions

POSITIVE BRANDING
The current advertisement which is on air by Foodles

shows that generally instant noodles are bad for health and Horlicks Foodles is an exception. This is an aggressive form of marketing and puts it in direct competition with Maggi.

MORNING SNACK
To further promote itself as an healthy snack,

Foodles also planning to elevate itself from the 4 oclock to food category and establish itself as a non lunch non dinner food. Which can bring Foodles as a breakfast option too and thus increase probability of people buying it.

FOOD RECIPES
Only promoting itself as an healthy food may not get

Foodles the market shares it aspires for as other of products like Maggi have already switched to Atta Noodles to get into the healthy food category. Just Like that Foodles also came up with nutritional Grain like: Wheat, corn, Ragi, and Rice. And each variant was launched with three different tastes.

Further Strategies which Foodles can Aqquire

Apart from the above strategies, Foodles can use

more strategies to gain more shares in Indian Market. And these Strategies are also used and have been proved to be very successful in Indian Market.

BRAND AMBASSADORS
Horlicks already have a Brand ambassador as

Darsheel safary and Boost has brand Ambassador as Mahendra Singh Dhoni. To promote its brand as a healthy food even more, Foodles can bring in well known cooks of the country like Sanjeev Gupta or Tarla Dalal who are known for their health conscious food recipes and promote the brand through them in their media advertisements. Indian women connect greatly to these cooks and thus this can increase the brands value in their minds.

GIFT ITEMS
Though gift items arent a permanent market

strategy, Foodles can give them out to attract kids so as to penetrate the market at the beginning even with its premium price. This has worked as Wonder with McDonalds. So Foodles can tie up with some firms like Hot wheels to initially provide some gift items.

Instant noodle market

Apart from MAGGIE-the generic Brand for instant

noodles, there are various players with whom Foodles have to compete. And the Brnads are: Chings secret and Smith and jones (Capital foods) Tasty treat (future group) Top Raman and Cup noodles (Indo-Nissan Ltd) Wai-chi (CG) Soopy noodles (knorr)

THANK YOU