TOPIC: HORLICKs; by abhishek tiwari

TOPIC: HORLICKs; by abhishek tiwari

ACKNOWLEDGEMENT

I would like to express my special thank

of gratitude to my teacher Dr Muramalla
Venkata to provide me such a golden
opportunity to make this informative
assignment of Marketing Management
on brand “Horlicks”, Who also assisted
me in performing this task within the
limited time frame.
Abhishek Tiwari
12102074
TOPIC: HORLICKs; by abhishek tiwari
Contents

1. Introduction
2. Market Orientation of Company
3. Environmental Analysis of
Company
4. Competition Analysis
5. Identification of value addition
activities
6. Conclusion of report
 TOPIC: HORLICKs; by abhishek tiwari
Introduction

The purpose of this report is to inspect market

strategies and brand endorsement done by brand
Horlicks to sustain in market from a long time. It starts
from analysing market orientation, environmental
analysis, competition analysis and how value is added
to brand from such a long time.

Horlicks is a melt milk biased drink primary introduced

for children and infant. Horlick powder was founded by
James Horlicks and William Horlicks in Britain. As the
brand keep on getting its popularity so new products
have been kept on been added time to time. now in
present company has a wide range of food
supplements drinks for all age type of age groups.
Horlicks was a Trademark of GSK company, in 2017 it
was told to Aimia food are UK based brand and later in
2018 it was resold to Hindustan Unilever Limited.
 TOPIC: HORLICKs; by abhishek tiwari
In Britain as well as European countries Horlicks is
preferred as a bedtime drink but in India preferred as a
breakfast drink.

Market Orientation

Horlicks is a well-known brand India from a long period

of time. Horlicks came to India after World War 1
with British soldiers who have used it as food
supplement during war time. It soon became popular
among various provinces of India as a medical food
supplement.
From a 1935 company has introduce its product as a
daily supplement drink for infants and children through
multiple advertisements.
Till this period, company was majorly focused on
infants and children health care market but after 1952
company sponsored are serial Dan dare, Pilot of future
was telecasted at 7:15 pm over radio Luxembourg.
The serial used to promote that Horlicks is not just for
children's as well as for the youth. Campaign also used
to tell that the drink contains easily digestible wheat
flour maize floor other ingredients which are healthy as
well as low in calories.
 TOPIC: HORLICKs; by abhishek tiwari
As after getting success acquiring the market flex
company introduced arrange of various products to
satisfy every age group with their variety of needs.
Some new product by company areas
1. Horlick biscuit
2. Horlick protein Plus
3. Horlick Nutri bar
4. Horlicks foodles, and more

From the starting of company the sales of product was

very frequent that today it occupied more than 50% of
health supplement market.

Environmental Analysis

During the worldwar1 there was a massive shortage

of food in Europe. Which result in heavy consumption
of Horlicks. The product is heavily consumed buy
household as well as the soldiers during the war. After
the war company saw opportunity to expand
geographically.
 TOPIC: HORLICKs; by abhishek tiwari
British soldiers Horlicks in India after World War 1
which got its popularity in provinces of Bengal, Punjab,
Madras and others till 1940s.It became a short of
status symbol among the upper middle class and rich
Indians.

In India, first Horlicks factory was made 1950 in Punjab

gradually as the demand increases the number of
factories keep on increasing to supply required amount
of product.

India, it is traditionally been marked as a great family

nutrition, is the largest Market for the Horlicks,
company also changed its formulation specially for
Indian market as for other countries company uses
buffalo milk as a base product but in India company
uses cow milk.

To satisfy Indian customers company has launched a

variety of products in Indian flavours for example
elaichi, chocolate, keshar and badam, honey, etc.

In recent years, there has been an increase in scope of

brand in India. By pushing it to a newer segment
 TOPIC: HORLICKs; by abhishek tiwari
company had become umbrella brand for variety of
products from malt milk drink to instant noodles,
biscuits, nutrition bars, gym supplement and many
more

Competitive Analysis

Primarily, Horlicks was the milk biased food supplement

in Indian market but as the time moves on new brands
keep on emerging which give strong competition to the
Horlicks initially but in a long run Horlicks competed all
of its Rivals and got more than 50% market share.

Major competitors are

 TOPIC: HORLICKs; by abhishek tiwari
1. Bourn Vita

This Photo by Unknown Author is licensed under CC BY-NC

Bourn vita is a chocolate biased milk drink which is

manufactured by Cadbury. This drink focuses on age
group 2-14 years children. It comes tagline "Tan ki
Shakti Man ki Shakti (strength for body and mind)".
This brand is quite popular among the children but
doesn't have a variety of products to satisfy every age
group.
 TOPIC: HORLICKs; by abhishek tiwari
2. Com plan

Com plan is a British milkbased energy drink which was

later acquired by Danone, in India it is produced under
license of Zydus wellness. Company focuses upon
growing children and it's quite popular due to variety of
flavours offered. Complete milk in a drink: "I am a Com
plan boy, I am a Com plan girl" is the tagline of the
company.
2.Boost

Boost drink was established in year 2001 by Adam

 TOPIC: HORLICKs; by abhishek tiwari
hunter and Raith mcniece. The company is UK's second
largest energy drink brand and offers more than 20
products worldwide. The tagline of the company is"
boost is the power of my energy".

Market share of various milk biased drinks

Sales

13%
horlicks
boost
18%
bornvita
56%
complan

13% other

This graph clearly show that Horlicks has got 56% of

market share in milk biased beverage drinks.

Value addition activity by brand

 TOPIC: HORLICKs; by abhishek tiwari
Value addition program in which worth product is
offered to the customer. In simple words can be said
that it is a way to present your product in such a
manner that customer think that he or she is getting
full work of money. It is primarily done retain its
existing customers. Horlicks has done many value
additions to improvise its product value in the market.

Horlicks was initially a food supplement for old age and

infants due to its various campaigns it has become a
daily nutrition drink around the globe.

The first advertisement bike company scale was a

launched in form of radio transmission channel radio
Luxembourg, in year 1952

.
 TOPIC: HORLICKs; by abhishek tiwari
In 1961 Horlicks launched a television advertising
campaign which featured Scottish entertainer Billi
Raymond and an actres. The theme of campaign was,"
Horlicks the food drink of night".

Afterwards company keep on promoting its brand by

various advertisements and campaigns company has
also launched a called holicks wizard which is longest
campaign for brand.

As the health business keeps on increasing also

acquiring other brands such as boost, milto and many
more. In present scenario company is about to get its
monopoly in the milk based drinks around the globe.

To retain its loyal customers company also offers

various schemes for example exam kids during exam
time, Sports items during vacation time and many
more.

Conclusion
Horlicks is a major brand of milk based drink in India
has well as around the globe. This company provides a
 TOPIC: HORLICKs; by abhishek tiwari
wide range of products to satisfy needs of every
section of society. as the time keeps on passing the
brand its popularity more and more. Horlicks come
under the umbrella of Hindustan Unilever Limited. In
future scenario company's growth assumed to be
increasing as people getting more attentive towards
their health and immunity due to covid-19 and other
emerging viruses.

References

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 TOPIC: HORLICKs; by abhishek tiwari
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 TOPIC: HORLICKs; by abhishek tiwari
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 TOPIC: HORLICKs; by abhishek tiwari
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 TOPIC: HORLICKs; by abhishek tiwari
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