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Horlics Exam Fear
Horlics Exam Fear
INTRODUCTION
The Great Family Nourishing Health drink
Horlicks is the leading Health Food Drink in India and as the 'Most Trusted Drinks
Brand' (Economics Times Survey, 2004) in India. Horlicks enjoys more than half of the
Health Food Drink market.
Although it has been a popular brand in the Indian market since the 1930s, Horlicks
underwent a revamp in 2003 to further increase its relevance. The modern & contemporary
Horlicks offers 'pleasurable nourishment' with a delicious range of flavors including Vanilla,
Toffee, Elaichi and Chocolate.
Horlicks is made from wheat, milk and malted barley. Horlicks is widely known as an
easy to prepare malted food drink. It is fortified with iron and eight essential vitamins with
twice as much as calcium in fresh milk. Horlicks is still the world's most widely consumed
malted milk product. For over 50 years, generations after generations of children wakeup to a
mug of Horlicks prepared by mothers in their own special way, yet providing the same
nourishing goodness unrivaled by any competitive products.
Horlicks is a nourishing malted food drink which combines the wholesome goodness
of malted barley, wheat and dairy ingredients. The malting of barley through the natural
process of germination releases enzymes. These enzymes break down complex carbohydrates
to simple sugars that are easily assimilated by the body, making Horlicks easily digestible.
Horlicks drinks provide a modicum of vitamins A, C, D, B12, plus calcium, iron,
thiamin, riboflavin, niacin, folate, and dietary fiber. As fresh milk.
With revitalized packaging synergistic with the new brand personality, it is a favorite
with both mothers for its nourishment and kids for its great taste and variety.
Horlicks is sold in a number of countries across the
world. In different countries, the product has
different formulations in order to cater to varying
consumer segments and serve different consumer
needs.
In India, the Horlicks available has been
scientifically developed and specifically caters to
the nutritional needs of the Indian diet. It helps
meet the requirements of essential nutrients in
children, such as iron and vitamins that aid iron
absorption. From the available data, it has been
seen that children in India are not getting enough of
these vitamins and minerals from their daily diet.
Research shows that these nutrients are very
important for school age children for their attention,
concentration and memory as well as their physical performance and growth. Thus, Horlicks
is a beneficial supplement for children to aid not only their growth, but also enhanced
attention and concentration. In fact, we have established this through a large clinical trial
among school going children.
INDUSTRY PROFILE
INDUSTRY PROFILE
The health drink is oral liquids which are classified as elixirs or limonades and so on,
which are peculiar to Japan and differ from other liquids to glass a dose of drug. It has mainly
been divided into two classes by glassed volume (dosage) in the bottle. One class is the drink
tonic which is the capacity of 100 ml and another is the mini-drink tonic which is 50 ml and
less. In addition, oral liquid glassed with an ampule is called the ampule tonic. Such drugs
were thought to appear after World War II and have been widely known since 1960.
However, tonics which had consisted of recipies like the present health drink were shown to
exist before World War II. Thus, it was considerable that such prescription formulas were
also applied to the ampule tonic and drink tonic. On the other hand, one of the important
problems with health drugs was how to make their taking easy in its development. Further, it
was necessary to add to acid antiseptic and high content of sugar etc., because the liquids
generally had been putrescible. It might be one of the reason for their appearances that it was
allowed to produced a liquid which was stabler and made its taking easier to be released from
the above limit by the introduction of a dose-glassed liquid.
In 1960, the Ampule tonic quickly became popular and the drink tonic followed. It
was probably caused by changes on the standard and style of living involved the
enhancements of the labor time, purchasing power and sense on the health and active
propaganda of the manufacturers. In this way, the market has satisfactorily expanded.
However, because such medicines liked beverages appeared, it was difficult to distinguish
their differences since 1965. Therefore, the Ministry of Health and Welfare has performed
some administrative guidances.
In 1978, it regulated new approval of the production of 100 ml drink tonics, which led
to the appearance of the mini-drink tonic. Its market rapidly expanded since 1985.
In 1991, its scale reached about 200 billion yen on both drink tonics and the sale
volume was 20% at drug stores in Japan. The health drink is supporting the economic
foundation of drug stores at present.
In 1873 James Horlick, a pharmacist with his brother William established a company
J & W Horlicks in Chicago, USA to manufacture a “malted milk drink” , which claimed to
promote sleep.
In 1883 they got patent for this product. Horlicks was thus the first invented to
substitute milk baby food. In 1890 the product was imported to the United Kingdom and later
a factory was established in slough, Berkshire, England.
Horlicks became popular during the world wars 1 and 2. The drink became popular at
home and the battle front. In world war two, Horlicks tablets were sold as a candy, used as an
energy booster by US, UK and other soldiers.
Coming to India, Horlicks bottles were imported and sold.This was during 1930 ‘s . In
the latter part of 1958, a plant was set up, and was named Hindustan milk food manufactures.
After this the company was acquired by Beecham which later became Smithkline Beecham
and finally became Glaxo SmithKline Beecham Consumer Health care ltd.
The company believed in Growth through innovation. Previously Horlicks was
imported but as the demands exceeded they set up 2 production units in India to fulfill the
demands of the Indian population. This came as a solution to Indian market as a health drink.
Then Horlicks entered the biscuit market and later in 1995 they came up with Junior orlicks
as a baby food supplement. Viva and Maltova were acquired by the company in 200 and
2001 that increased the product range.
Women’s Horlicks came into picture initially nursing mothers and then to catering
specific needs of women. Horlicks adopted certain strategies to deal with competitors and
came up with attractive packaging and various flavours.
Horlicks conducted clinical trials and campaigned “Taller Stronger Sharper”. Horlicks
segmented the market to increase its market share. Horlicks focused on children to encash
their increasing population. Then it launched Horlicks Lite which is specially formulated
keeping in mind nutritional needs of adults and also for use by people with diabetes.
Horlicks also entered the instant noodle market with Foodles and Nutribar came as a
energy bar focused on the young generation, these two products were focused as a healthy
solution to the existing fad market (plain maggi and energy bars). Recently Chill Dood is
launched in the instant milk shake focused on children.
COMPANY PROFILE
COMPANY PROFILE
Glaxo Welcome:
Further information: Glaxo Wellcome and List of pharmaceutical companies
Burroughs Wellcome & Company was founded in 1880
in London by the American pharmacists Henry
Wellcome and Silas Burroughs. The Wellcome Tropical
Research Laboratories opened in 1902. In 1959 the
Wellcome Company bought Cooper, McDougall &
The historic Glaxo factory in Robertson Inc. to become more active in animal health.[9]
Bunnythorpe, New Zealand
The Wellcome Company production centre was moved
from New York to North Carolina in 1970, and the following year another research centre
was built.
Glaxo was founded in Bunnythorpe, New Zealand, in 1904. It was originally a baby food
manufacturer processing milk into a baby food of the same name: the product was sold under
the slogan "Glaxo builds bonny babies" from 1908. Still visible on the main street of
Bunnythorpe is a dairy factory (factory for drying and processing cows' milk into powder)
with the original Glaxo logo clearly visible; it is now a car repair shop.
Glaxo became Glaxo Laboratories and opened new units in London in 1935. Glaxo
Laboratories bought two companies, Joseph Nathan and Allen & Hanburys in 1947 and 1958
respectively. After the company bought Meyer Laboratories
in 1978, it started to play an important role in the US
market. In 1983 the American arm, Glaxo Inc., moved to
Research Triangle Park (US headquarters/research) and
Zebulon (US manufacturing) in North Carolina. Burroughs
Wellcome and Glaxo merged in 1995 to form Glaxo
Wellcome, which opened its Medicine Research Centre that
year in Stevenage, England. Three years later Glaxo
Vitamin B6 keeps nerves and the immune system healthy; keeps red blood cells
healthy / reduce tiredness and fatigue.
Vitamin B12 vital for healthy nerves and red blood cells.
Folic Acid helps the body to make healthy new cells; important for healthy blood;
important during pregnancy.
Biotin helps to release energy from food; helps to keep skin healthy.
Minerals
Iron needed to produce healthy red blood cells. Iron helps prevent anaemia
and the feeling of tiredness.
Zinc important for carbohydrate metabolism and protein synthesis; required
for healthy skin and in wound healing.
Calcium essential for healthy bones and teeth.
Mother's Horlicks
Mother's Horlicks, launched in 1997, is a superior nutritional supplement with 26 vital
nutrients that is scientifically designed keeping the nutritional needs of the pregnant and
breast feeding women in mind. An attempt to enhance nutritional superiority saw the launch
of its new variant in May 2004 - Mother's Horlicks fortified with DHA.
This unique formulation has an essential fatty acid called
docosahexaenoic acid or DHA from a vegetarian source.
Numerous studies have suggested that DHA helps in
brain development of the child during pregnancy and the
first few years of life. It is important to note that in
infants, breast milk is the only source of DHA.
In addition to DHA, Mother's Horlicks supplies the recommended quantity of ideal quality
proteins [with 100% amino acid score]. Mother's Horlicks, in three serves [6 scoops],
provides 100% of the Recommended Dietary Allowance* [RDA] for iron, folate, calcium,
vitamins C, B2, B6 and B12 - nutrients that are essential for blood and bone health. Mother's
Horlicks is also rich in antioxidants [vitamins A, E, selenium, zinc and copper] essential
during pregnancy and lactation.
3. To know about the consumer view regarding the packing, availability, advertisements
4. To find out the level of satisfaction of the consumer after using Horlicks.
In the present study the required data was collected using random sample method, care
was taken to sec that the selected sample is a small specimen (or) an isolated part of the whole
population representation us general objectives.
Data source:
Primary data collection is more costly but the data is usually more relevant to the issue at
hand. The normal procedure is to interview some people individually (or) in groups.
Approach:
Selection of the respondents was done on the basis of random sampling method. This
method was adapted because of the flexibility. The survey was done through questionnaire. The
sample size selected is 100.
For systematic collections of primary data, closed ended questionnaire was used. The
questionnaires were distributed to the selected customers dwelling in different areas of Kurnool
City.
PRIMARY DATA
The last part of the questionnaire was prepared such that the consumers were
encouraged to give their valuable suggestions.
SECONDARY DATA
Data pertaining the company is collected from the company’s status report. The
company’s profile gives a detailed report of the past records of the organization. The data
collection both from primary & secondary sources is tabulated and presented in a systematic
from prior to classification and interpretation.
LIMITATIONS
Horlicks 56 56%
Bournvita 20 20%
Maltova 14 14%
Complan 10 10%
HEALTH DRINKS
Interpretation:
50%
40%
30%
Percentage
20%
20%
14%
10%
10%
0%
Horlicks Bournvita Maltova Complan
2. ASPECT THAT CONSUMES LOOKS IN THE
PRODUCT
Quality 56 56%
Ads 10 10%
Interpretation:
Consumer looks for health factor while purchasing the health drinks. This is
evident when observed that 56% of the consumers buying behavior is based on the
quality.
10%
22%
56%
12%
3. PERIOD OF USING A PARTICULAR BRAND
Interpretation:
This is clear from the above table 54 out of 100 consumers are using the brand
more than 3 years. Brand shifting is minimum in health drinks.
3. PERIOD OF USING A PARTICULAR BRAND
Period of usage
60% 54%
50%
40% 34%
Percentage
30%
20%
12%
10%
0%
<1 year 2-3 year >3 year
4. QUALITY OF PURCHASE OF HEALTH
DRINKS
200grms 28 28%
500grms 52 52%
1kg 20 20%
Interpretation:
60%
52%
50%
40%
28% Percentage
30%
20%
20%
10%
0%
200grms 500grms 1kg
5. MODE OF AWARENESS OF Horlicks
Dealers 20 20%
Ads 40 40%
Others 10 10%
Interpretation:
Mode of awareness
40%
40%
35% 30%
30%
25% 20%
20% Percentage
15% 10%
10%
5%
0%
Dealers Friends & Ads Others
relatives
6. CUSTOMER SATISFACTION AFTER USING THE
PRODUCT
Excellent 28 28%
Good 60 60%
Satisfactory 12 12%
Poor 0 0%
Interpretation:
Satisfaction level
60
Excellent
12
Good
12
Satisfactory
0
Poor
28
7. EFFECTIVENESS OF ADVERTISEMENTS OF
HORLICKS
Nice 58 58%
Reasonable 14 14%
Not effective 8 8%
Interpretation:
50%
40%
30% Percentage
20%
20%
14%
8%
10%
0%
Very impressive Nice Reasonable Not effective
8. AVAILABILITY OF THE PRODUCT
Satisfactory 24 24%
Poor 0 0%
Interpretation:
Availability of Product
76%
80%
70%
60%
50%
Percentage
40%
30% 24%
20%
10%
0%
0%
Very comfortable Satisfactory Poor
9. PRICE PERCEPTION OF CONSUMER TOWARDS THE
PRODUCT
Very high 6 6%
High 16 16%
Reasonable 68 68%
Less 10 10%
Interpretation:
Price perception toward the product represent that 68% of consumers feel
reasonable, 16% feel high, 6% feel very high and remaining 10% feel less.
9. PRICE PERCEPTION OF CONSUMER TOWARDS THE
PRODUCT
Price perception
60 56
50
40
30
20
20
14
10
10
0
Horlicks Bournvita Maltova Complan
10. TYPE OF PACK CONSUMERS PREFER
Jar 66 66%
Refill 26 26%
Sachet 8 8%
Interpretation:
Most of the consumers prefer jars, and 26% of people prefer refill
remaining 8% prefer sachet.
10 TYPE OF PACK CONSUMERS PREFER
26%
Jar
Refill
Sachet
66%
FINDINGS
FINDINGS
Advertisements of Horlicks are influencing the purchase decision of people.
It is found that majority of the respondents are satisfied by using Horlicks by this
survey.
It is also found that the taste and quality to be enhanced. Many of the consumers want
to introduce much more flavors regarding Horlicks.
From the study it is found Some customers wish to have Horlicks in sachet and Refill
Pack in less price.
Some of the respondents feel that the price of the product could be reduced as it it not
suitable to the product.
SUGGESSTIONS
SUGGESSTIONS
Promotional activities should be taken to introduce flavors. Horlicks should be
introduced in trail packs.
Advertisements to be made much more impressive to with stand in the market by other
competitive Health Drinks.
Middle class people are unable to afford the product because it is costly so Horlicks
should be provided in refill packs at low price.
Brand image has to enhance to with stand the market situations and its competitors.
It should be increase quantity rather than improvement in package.
QUESTIONNAIRE
BIBLIOGRAPHY
QUESTIONNAIRE
I _________________ of final B.B.M conducting a survey on ‘’Customer Preference
towards Horlicks’’ as a partial fulfillment of my curriculum, would seek your valuable
ideas .so, I request you to provide the relevant information.
NAME : AGE :
GENDER : OCCUPATION :
13. Would you like to shift from the brand to a new health drink?
Yes/No
___________________________________________________________
___________________________________________________________
Thank you
BIBLIOGRAPHY
WEBSITES - www.gsk.com
- www.gsk-ch.com
- www.google.com