APPROACH NOTE – HORLICKS CONSUMPTION STUDY

Background:- HORLICKS
INGREDIENTS:-
 Wheat 41% (Wheat Flour and Malted Wheat),
 Malted Barley 31%,
 Dried Whey (Milk),
 Calcium Carbonate,
 Dried Skimmed Milk,
 Sugar,
 Palm Oil,
 Salt,
 Anti-Caking Agent (E551)
 Vitamin Mix (Vitamin C, Niacin, Vitamin E, Pantothenic Acid, Vitamin B6, Riboflavin,
Thiamine, Folic Acid, Biotin, Vitamin D, Vitamin B12),
 Ferric Pyrophosphate
 Zinc Oxide

Horlicks is a sweet malted milk hot drink powder developed by founders James and William

Horlicks. In the early 20th century, it was sold as a powdered meal replacement drink mix. It
was then marketed as a nutritional supplement and manufactured
by GlaxoSmithKline (Consumer Healthcare) in the united kingdom ,Malaysia, Australia, new
Zealand   , Hongkong , Bangladesh ,Indian  ,Sri Lanka, and Jamaica. It was previously in Kenya
in the 2010s but was discontinued due to low sales. It is now produced by the Anglo-Dutch
company unilever through its Indian division. Horlicks in the UK is curre y owned by Aimia
Foods.
 On 3 December 2018, Unilever announced they were buying Horlicks Indian business
for US$3.8 billion. The Horlicks UK business had already been sold in 2017 to Aimia
Foods, a UK-based subsidiary of Cott Corporation.
 In Britain, Horlicks has been long associated with bedtime; however, it has been
marketed as a breakfast drink in India


THE HYPOTHESIS
To find out the new strategy that helps to increase the market share and also finding the
consumption & buying behaviours of the consumer.
 APPROACH NOTE – HORLICKS CONSUMPTION STUDY

To understand consumers triggers (among the loyalist of Horlicks) and barriers (among the
competition loyalist of Horlicks)
RESEARCH OBJECTIVES: -
 To find out the consumer perception towards healthy drinks
 Consumption behaviours of health drinks
o Occasions of consumption
o 5 W’s & H – Who, when, where, how, why?
 To understand the buying behaviours of the consumer
o Place, quantity purchase, the price paid, frequency of purchase
 Triggers & barriers for Horlicks
o What makes them buy?
o What stops them from buying?
 To find out the imagery of Horlicks vis-à-vis competition
 Ideal Health drink: To find out what they actually look for from a healthy food drink
o Benefits
o Product (Current Horlicks vs. ideal)
 Look & feel (colour, texture, aroma, ingredients – nutrients)
 In – use: ease of dispensing, ease of mixing, easy of dissolving (settling
at bottom)
 While drinking: taste on the tongue, overall taste, after taste
 Post use: storage (lumps)
o Packaging
 Current issues (lumps); sizes
 Discuss different options along with current (explore sachet)
o Price
 Happy pricing
 Lowest – quality
 Highest - maximum they can pay
o Place – online/ offline/ modern trade/ general stores/ chemist
o Promotions/ communication:
 Ads recalled/ message
 Offers – 20% extra, buy 1 get 1; collectibles

SCOPE OF RESEARCH: -
 Primary research: qualitative & quantitative - Depth interviews
o To get the consumer insights for chocolate & non – chocolate health drinks
 Secondary research – desk research
 To develop the market strategy for Horlicks
METHODOLOGY: -
 APPROACH NOTE – HORLICKS CONSUMPTION STUDY

Exploratory research seeks to discover engagement to the consumers and establish a

hypothesis

 Depth interviews among married females – 30 To 45minutes


Target profile: -

 Demographics: Married females, 25 – 40 years, with/ without kids, SEC A/B

 Purchase decision-makers of health drink/ general grocery
 Usership
o Users of Horlicks – At least 4 times in the last 6 months
o Competitions users – At least 4 times in the last 6 months (Bourn Vita, Pedi
sure, Complain, Protonix)

SAMPLE PLAN:-
TYPE OF STORE REGULARS ANDHRA PRADESH
HORLICKS LOYALIST -2
EFGD EACH
COMPETITON LOYALIST
(EFGD)