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http://www.business-standard.com/article/management/makeover-for-horlicks-again-1140...
10/2/2015
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Interestingly, in its previous two attempts at restaging the product, GSK Consumer had attempted to
make similar big leaps in positioning, first relaunching Horlicks as a wholesome food & beverage
product in 2010 coinciding with its extension into biscuits and cereal bars (noodles were launched in
2009 and oats in 2011 under Horlicks). While in 2012, Horlicks was positioned as a drink fortified with
26 vital nutrients that aided the five important signs of growth including more bone area, more muscles,
better concentration, more active nutrients and healthier blood. This shift marked its departure from the
earlier popular tagline - Taller Stronger Sharper.
Singh says that Horlicks' food extensions will also shift to the new packaging in the next few months to
ensure that all sub-brands and products have a uniform structure and graphics. "Biscuits and oats
contribute about 6-7 per cent to Horlicks' overall revenues. They are small at the moment, but they will
grow over time," he says.
Incidentally, GSK Consumer discontinued cereal bars a year or two after launch, while the focus on
Foodles was brought down owing to a mixed response to the product in the marketplace. Currently,
GSK has a multigrain variant of Foodles on shop shelves.
Will the new makeover work?
While brand experts say frequent changes may not augur too well for a product, Singh argues that the
three relaunches have not been out of context at all. "At every stage we have attempted to convey
something important, which was part of its evolutionary cycle," he says.
Says Santosh Desai, MD & CEO, Future Brands, "There are very few variables in a category such as
health food drinks. Finding a new way to essentially say the same story, which is about performance,
achievement or addressing the mother and child, has been a challenge for most brands in this
category.
Most of them are trying to do something with their communication. Bournvita, for instance, has
attempted to address this challenge by moving away from the familiar terrain of scientific studies and
product benefits into a more emotional plane of hardwork, dedication where the drink acts as an able
supporter.
Horlicks' acid test will begin once the new ad campaign goes on air, say brand experts, which the
company says it is geared for.
http://www.business-standard.com/article/management/makeover-for-horlicks-again-1140...
10/2/2015