http://www.scribd.com/doc/49135467/HORLICKS .
INTRODUCTION
1.1 Product History1.2 Product Profile1.3 Why Horlicks...Key Nutritional Facts1.4 Research Design and Methodology COMPANY PROFILE 2.1 Glaxo SmithKline Consumer Healthcare Ltd. (Gskch) MARKETING ENVIRONMENT 3.1 Competitors3.2 Market Share3.3 Marketing Landmarks CONSUMER ANALYSISCONCLUSIONSUGGESTIONAPPENDIX Horlicks-The Winds Of Change CHAPTER-1 INTRODUCTION The MFD market in India has traditionally been divided, on the basis of their colour of appearance, into whites where brands like 'Horlicks' (GSKCH),'Complan' (Heinz India Private Limited) and 'Viva' (GSKCH) are prominent,and browns, where 'Bournvita' (Cadbury India Limited), 'Boost'(GSKCH)and 'Maltova' (GSKCH) are the main brands. White MFDs can beh a d with water or milk and account for approximately twot h i r d s o f t h e MFD market (by quantity). Brown MFDs are basically milk additives. The total market for MFDs was estimated to be a r o u n d 7 0 0 0 0 M T . A f t e r witnessing sluggish growth in the early 1990s, it is now estimated to be growinga t m o r e t h a n 10% p.a. in the last five years. 'Horlicks' dominates the whitess e g m e n t a n d a c c o u n t s f o r m o r e t h a n t h r e e - f o u r t h s o f t h e t o t a l s a l e s i n t h e segment. 'Boost' is the second largest player in the browns segment and has amarket share of more than 30% in the segment. 'Horlicks' and 'Boost' together command a 65% share of the total MFD market. Horlicks-The Winds Of Change
1.1 PRODUCT HISTORY The brand Horlicks came into existence way back in 1873. In its earlier days,H o r l i c k s w a s i m p o r t e d i n t o t h e c o u n t r y f r o m t h e U . K . M a n u f a c t u r e i n I n d i a began in the year 1960. Calcium was added to the product in 1988 as a nutritional enhancement. In 1994, Horlicks was relaunched with the addition of vitamins andm i n e r a l s , w h i c h m a d e t h e p r o d u c t e v e n more wholesome. Now Horlicks hasagain been relaunched with smart nutrients. The focus this time is c l e a r l y o n providing the added benefit of mentally sharp and physically active. 1.2 PRODUCT PROFILE Horlicks is made from wheat, milk and malted barley. Horlicks is widelyknown as an easy to prepare malted food drink. It is fortified with iron andeight essential vitamins with twice as much calcium as fresh milk.
5) For how long are you using this brand?L e s s t h a n 6 M o n t h s L e s s t h a n a Y e a r M o r e t h a n a y e a r 6) Are you satisfied with your current brand? Y e s N o I f N o , W h a t e l s e d o y o u w a n t ? __________________________________________ 7) What do you think is the most effective in creating an i m p a c t o n decision-making process regarding Health Food Drink? T . V M a g a z i n e s N e w s p a p e r W o r d o f M o u t h 8) Given a chance would you like to shift to another brand?Y e s N o I f Y e s , t o w h i c h Brand________________________ _________________________ A n d W h y ______ _____________________________________________________ 9) What image does Horlicks Carry on your mind?F u n D r i n k N u t r i t i o n a l D r i n k Other__________________ 10) Have you tried new Variants of Horlicks? Yes_________ No___________
