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    Sayed Abu Sufyan
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    marketing management

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    marketing management

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    © All Rights Reserved
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    38 views7 pages

    M501 Horlicks

    Uploaded by

    Sayed Abu Sufyan
    marketing management

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content
    of 7
    HORLICKS: THE "BRAND FOR ME" FOR KIDS The Beginning Growing up is 3 pain. You romance about It only after you are totally grown up. One af the exciting things about growing up was falling il, But fling ils @ double edged weapon You «ould skip school but you could get loaded up with medicines by your well meaning parents The worst pat was that they could take you to‘ doctor for an injection. Butt was worth Educated urban mathe in Bangladesh were convinced that ging Horlicks to the child was the best thing especially ifthe child was il. The child had to take tis white liquid that does nat taste very good to become better. The children very quickly realized that Horlicks is beter to ‘eat than to drink. Thus began the signature tune, the boy in the commercial says “Amite emi ‘emai kha, In 1873 James and Willam Horlck, from Gloucestershire, founded a company in Chicago, USA to manufacture a patented malt milk drink 35 an atl Infant food. The patent was granted {or first malted mik erink mixing powder with hot water in 1883. tis now manufactured by GlaxoSmithKtine in athe United Kingdom, South africa, New Zealand, Bangladesh, Pakistan, tndia, and Jamaica, and under licence in ‘the Philippines and Malaysia In Bangladesh, GSK's consumer brands are the major players In thehealth food drink category. The powerful portfolio includes Horlicks, Boost, WMaltova and Vi vihich owns es enviable market share of 85%, ‘Among them, Horlicks, a ‘rusted & hertage brand, which has been with GSK for more than $0 years in Bangladesh, enjoys 76% marketshare, although In neighboring country India orleks holds only 47% of the * ‘mariet share. Horlicks which oo has been re-launched in 2008, Eshibt: Comparative study for Competitor Analisis of owl inna following intense market |___ research and product development activites, with an improved formulations elinically tested tomake children “Taller, Sharper & Stronger’ Paget of7 HORLICKS: THE "BRAND FOR ME" FOR KIDS ‘Today Horlicks isthe best known brand in the Health Food Drink category in the county. The brand enjoys the trust of generations of Bangladeshi mothers and this relationship has been nurtured by the brand by fortiving the product from time to time. In 1988, Horlicks was forties with Smart Nutrents- A unique combination of vitamins and mineras- intended to imbibe growing children with mental agity and physia tres. Today, Horlicks is the only health drink, clniealy proven to make Kids taller, stronger and sharper. A premier research institute of India conducted a 14 month research on Horlicks ina reputed boarding school in Hyderabad, In the research, one group of children was given an ‘ordinary health fod drink without the Helcks meronutrients (or vitamins and minerals) while the other graup wa given Horlicks. Many tests and 14 months later, It was concluded tat the children who consumed Horicks thawed significant Improvements in height, muscle "ass, bone health and attention/ concentration scores as compared to the chiléren who corsmed the ordinary heath food drink without the Helicks mironutrients (or vitamins nd inert) Packaging: Junior Horticke ~for preschool children. Keeping the targeted customers in mind the packaging [scute and the package has the piture ofa smal elephant whichis very exciting for te small children Horlicks regular - for general use. Regular Horlicks is the health dink for people of all ages. The packaging te Fen | contemporary and has great visuals to attract the children i and the young adults Horlicks mothers ~ is special nutritional drink with 26 vital nutrients designed keeping the specific needs of the prognant and breastfeeding women. The packaging is very interesting = it is shaped like an hour glass. Hourglass isthe shape that all women crave for and this craving Is subly cashed by Horlicks by making its “Horlicks mothers” shaped tke 2 hour ass Nortcks Lite and Lit bite - a nutritional drink and snack specially designe for ll health conscious adults and is also suitable for use by people with diavetes ‘The packaging again is very Interesting. Tre Horlicks Lites thin and tal The Horlicks ite drinkers are heath canscious and having a thin frameis a Sesire among these customers. Ge ‘his Horlicks proves that segmentation could be a very efficent way of Page ot? HORLICKS: THE "BRAND FOR ME" FOR KIDS holding on and even increasing one's marketshare. What is needed isa clear focus and clever Innovations in adapting the product to the changing needs of the customers. It also would ‘mean tinkering with the product design and packaging to make it more appealing to the target customers Ambient Horlicks 360 ‘uite often a ar of Horlicks occupes a sible postion ina Bangladeshi household. Successive generations of the country over the past half century have consumed I- sired in as glass of hot milk or water- and become totally confirmed believers in Horlicks virtues of good health and nutrition, For ever 2 century now Horlicks has provided 2 strong nourishment platform to both children and adults ané believes that this nourishment platform can be Key enablers in helping an individual maximize his/her potential Mrs, Abeer Rajbeen, the Brand Manager of Consumer Healthcare, GSK. told about the 360 brand activation program of Horlcks. Horlicks goes through a major makeover In every 45 years. The relook of the brand changes depending on the research result of country wise ‘medica institutions and consume life sive. To activate these changes, Horleks launch 4-5 thematic campaign in a year. Although the drink is mainly for child, the target customer of, Horlicks is mothers, although it hasn't always been the case. Horlcks depends on the Information and knowledge Based decision of mothers and communicates with them in such Over the years, Horlicks’ communication has always connected with ts consumers During 2003-2007 Horlicks run a nationwide que contest competition named “Horlicks Genius Bangladesh", The quiz contest was held among various groups of students from various schools. During. 200: 2007 Horlicks run another nationside family quiz contest competition named “Worleks Genius Poriar". It has leo been a quiz contest but the groups were from families. ‘The new century has seen the Horlicks brand successfully battle the quik ofa fickle market. ‘The brand's evolving process over the year has invigorated and reinforced all the traditional ‘tues while t confidently looks to its future, The initial years of the new millennium were turbulent for Horlicks. While the brand stayed ahead of its rivals and retained market Pape 3of7 HORLICKS: THE "BRAND FOR ME" FOR KIDS leadership, it showed a decline in absolute sales growth. Analysis revealed that the brand was ‘suffering on three counts: usage by medium and heavy users had declined; the brand was not boing perceived as modern and contemporary ané there was loss in brand relevance smong cule, 1 complete brand relaunch was initiated in 2005, and this involved improving the product, introducing new flavours, new packaging and a new communication campagn. For the fst time Inthe brand history, was decided to target children Giectly. Consumer research revealed that children perceived the brand to be old fashiened - Something that thole grandparents drank. This increased their resistance tothe brand. Moreover, mothers too, were reluctant 10 {orce ther children since they wanted to be seen as fiends rather than as figures of authority So, etter taste’ was the only way to make Horlicks the preferred choice among ciléren. The ‘focus was on ‘pleasurable nourishment’ and this paved the way for the introduction of new arants- Chocolate flavor The rague variant, too, was improved to offer the best possible taste. And, finally, packaging was rade smarter, more vibrant and attractive, Im 2005, Horlicks Improved its advertising ‘through ‘Pran chonchat* campaign, which ‘established the Horicks experience as Integral to the lives of spirited live-wire children. twas one of the early instances of slce-ofife advertising that showeased the wide acceptance of the brand among people from diferent walks of ie The brand's personality changed

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