Introduction

• Rs 13,000 million, 80,000 ton-a-year

Market.

• The segment is broadly divided into the

white and brown malts category.
– Boost and Maltova (Glaxo SmithKline
Consumer Healthcare Ltd, GSK)
– Bournvita (Cadbury), and Milo (Nestle)
 Horlicks
• Horlicks

• Status

• And Brand Story

 History Timeline
• 1873

• 1883

• 1960

• 2000
Positioning Strategies
2003 2002 1970 1960
• Relaunchi of • Resistance for • The Great • Drink for sick
brand kids Nourisher and elderly
Positioning Strategies
Variants
• Junior Horlicks

• Horlicks Lite

• Women’s Horlicks

• Mothers Horlicks
• GSK Consumer Healthcare succeeded in
segmenting customer base
– Catering for specific needs of women
– Cashing in on the increasing population of
children with Horlicks.
• Ogilvy & Mather Country Head (planning)
Madhukar Sabnavis feels “the brand today
talks to every member of the family rather
than the entire family.”
Thank You!