PRESENTATION ON PRODUCT ANALYSIS

HORLICKS FOODLESS
(NOODLES WITHOUT NO)
PRESENTED BY: Tanu Jain Trapti Mangal Mohd. Wisam Vidhi Panday Vikram Gurjar Vishakha Nireshwliya

PRODUCT DEVELOPMENT

ABOUT HORLICKS:
y 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. y Horlicks is the highly respected brand of GlaxoSmithKline. y GSKCH is one of the largest players in the Health Food drinks industry in India. y Horlicks is manufactured by GSKCH in various market like United Kingdom, South Africa, New Zealand, Bangladesh, India, Pakistan and Jamaica, Philippines and Malaysia. y The largest market for Horlicks are the UK, India and Malaysia.

CONTD. y Horlicks is sold in a number of countries. new products have been developed specifically for India. such as alternative flavors and special formulations for young children and breast-feeding mothers y Such as Horlicks Ninja. y Junior Horlicks 1-2-3 is a large extension that is specially designed for pre-school children. Horlicks Lite. thus. Horlicks Biscuits. Junior Horlicks. .. Mothers' Horlicks. but its biggest market is India. y As India has the biggest market of Horlicks.

. aimed to explore the category of salty snack food market. y 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 |NO} y GSKCH 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.

It has been found that mothers wouldn t allow their kids to enjoy NOODLES too because of the Maida-clad noodles. y Taking clue from this fact. GSK decided to tap this bigger opportunity to position itself differently and to provide healthy snack foods. y Thus.HORLICKS FOODLES ­|NOODLES} W/O |NO} y From Market Research. . 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 DESIGN .

The extension has the brand name Foodles and is endorsed by Horlicks.  Foodles is not going to revolutionize noodles market in India. . The health maker sachet contains the essentials of 5 vitamins.Regular and Multi-grain. The brand has launched two variants of noodles. . All the noodles brands are now on the health plank and having a vitamin sachet is not going to do big things for Foodles.  Foodles is positioned as a healthy noodles.  The main USP of Foodles is the " Health Maker" sachet which comes along with the noodles pack.DESIGNING OF THE PRODUCT  Horlicks has launched a new extension in the noodles category .

Funniest was. noodles.  Pinches the pocket softly and  Above all the taste. Reasons :  Easily available.¶ has entered into the highly competitive segment of instant noodles through its newly introduced Horlicks Foodles. when they tried to improve on and experimented with their tastemaker and failed badly. an undisputed leader in instant food. the old Maggi is back. given a KO to all its competitors. The health drink brand from GSKCH ± Horlicks ± which has been traditionally targeted as a µgreat family nourisher. and had to re-launch the product telling consumer. . The magical tastemaker which makes all the difference. aimed to explore the category of salty snack food market. Maggi.HORLICKS FOODLES TARGETED AS:Good taste is the excuse I¶ve always given for leading such a bad life´ Oscar Wilde.  Easy to make.

Adding vegetables is an option but the smart kids know how not to eat them. And now they have ventured in a totally different area. ‡Horlicks has surely targeted health conscious parents. .CONTD But it has nothing nutritious to offer.e. After innovating in that field by introducing Women¶s Horlicks and Junior Horlicks. Horlicks has a reputation in health drinks. ‡ Finally foodles ad has came. Foodles. It¶s a different product made with multi grains. A product from GSK. something which Indian market has not seen yet. ‡ They even targeted teenagers and adults who want a nutritious bite by introducing Nutribar ± a cereal bar. they even considered old people and introduced Horlicks lite. so will surely attract people. It is a good source of proteins. fibreless and hence are similar to that much quantity of sugar. Though they have given a new punch line Taste bhi health bhi ± but the noodles are plain maida. instant noodles i. fats and carbohydrates so is extremely good for growing children.e. i.

Rice 1.2%. Edible vegetable oil. artificial colours or added preservatives. . Corn 1. Orange Packet ± Crazy Curry Noodles : Wheat Flour.2%.FOODLES HAS TWO VARIANTS-: Green Packet ± Ala Masala Noodles : Wheat 75%.2%. Preparation method is more or less same as any other instant food. minerals and salt. minerals and salt. But no MSG. though takes a little longer to cook as compared to maggi. Tastemaker is different for both the variants. Edible Vegetable oil. Ragi 1.

It is a way to reinforce the brand name ± Horlicks in the minds of all the consumers across all product categories. I don¶t know whether Foodles will shake Maggi¶s loyalty. One of the most important aspects of this campaign is to unify all the products together so that a consumer doesn¶t identify different products as coming from different brands. especially if we are taking nutrition in consideration.10 where as ala masala costs me Rs.15. The taste is good and can be tried again. For 80g packet. But I guess that¶s worth paying for. it may shift from maggi to foodles. because its taste is that matters the most. crazy curry costs me Rs. .VERDICT Kids liked the ala masala.

PRODUCT DIFFERENTIATION .

These differences may lead to competitive advantage if customers perceive the difference and have a preference for the difference .PRODUCT DIFFERENTIATION Product 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.

2%. minerals and salt Orange Packet Crazy Curry Noodles : Wheat Flour. Ragi 1. Rice 1. Corn 1. Edible vegetable oil. Edible Vegetable oil.2%.2%. minerals and salt .DIFFERENTIATION THROUGH QUALITY Green Packet Ala Masala Noodles : Wheat 75%.

DIFFERENTIATION THROUGH CONFORMANCE ­ Horlicks foodles till now didn¶t 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. .

weather we talk about taste choice . .DIFFERENTIATION THROUGH STYLE/STATUS Its always good to be different . medium . So they likely switch to Horlicks foodles DIFFERENTIATION THROUGH PRICE It is available in all types of packing small . large and it worth its initial starting pack worth 8 Rs/ only that is crazy curry. most of the people does not want µ Me Too¶ kind of brand.

PRODUCT POSITIONING .

rice.POSITIONING 1) ATTRIBUTE POSITIONING-(CLAIMS) 9 power vitamins nutritious grains like wheat. sharper. 2) BENEFIT POSITIONING-(VALUE POSITIONING) taller. . corn. ragi. 4) COMPETITOR POSITIONINGfoodles came with ³noodles plus´. Maggi too went on with ³taste bhi health bhi´. smarter. funnier 3) USER POSITIONINGbest for children and teenager.

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

PRODUCT BRANDING .

Builds ride -. sale a istri ti .ra e r cts.ra l yalty is t e rec rri strea e erate y re eat a referral sales f a s ecific ra . ave c fi e ce i r ct q ality. f r fit y Buil s brand loyalty -. s ers i e tify ra e r cts a .A ra c st ers t yy r r Conveys val e -s q ality. y cts i v e a se se f ri e ti .a e r cts as i er a etter val e t a . rec iza le r i t se ass ciate it r cti .ra e . re relia le a y ers erceive ra . r f t se r cts. Bra i y is e eficial f r f r reas s: r vi es a clear a ct.PRODUCT RANDING A ra ffers i sta t r ct rec iti a i e tificati . as a res lt f effective a vertisi . efi itive reas f r Diff r ti ti -. etailers li e ra e r cts eca se t ey a e t e st re r fita le.

HORLICKS FOODLES BRANDING Horlicks has for years been the most famous health food drink across India. nutribars and instant noodles with varying degrees of success. . But over a period of time it has diversified into biscuits.

HORLICKS FOODLES BRANDING Horlicks has launched a new extension in the noodles category . The brand has launched two variants of noodles. Foodles is positioned as a healthy 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. The extension has the brand name Foodles and is endorsed by Horlicks. .

But for all practical purposes. Horlicks off late has been on a extension spree. .CONTDu. In this case Foodles is the main brand and Horlicks is the endorser brand. Foodles is going to impact Horlicks just like any other brand extension. It recently launched the Nutribar snack bar with an aim of transforming Horlicks in to an umbrella brand for launching health related food products. Foodles by Horlicks cannot be termed as a brand extension.

HORLICKS FOODLES STRATEGY Horlicks has surely targeted health conscious parents. fats and car ohydrates 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. so will surely attract people. something which Indian market has not seen yet. It is a good source of proteins. It s a different product made with multi grains. instant noodles i. Foodles.e. .

PLC & MARKETING STRATEGY .

Plc reflects sales and profit of a product over a period of time .The stages through which individual products develop over time is called commonly known as the "Product Life Cycle".

Profits arise due to an increase in output (economies of scale)and possibly better prices y Maturity stage Marked by slowing of growth rates in sales and profits and cut throat competiton. y Growth Stage The Growth Stage is characterised by rapid growth in sales and profits. y Decline stage sales decline.STAGES OF PLC y Introduction Stage In the introduction stage. . the firm seeks to build product awareness and develop a market for the product.since customer preferences have changed in flavour of more efficient and better product.

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y It s a different product made with multi grains. something which Indian market has not seen yet. Wheat and Corn.MARKETING STRATEGIES y Noodles without NO= foodles y health conscious parents y Made with nutritious grains like Rice. Ragi. .

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