Submitted By:

Anupam Saha(011/1)
Anurag K(012/1)
Hari Deepak M(021/1)
Horlicks : Brand Overview
• Hindustan Milkfood Manufacturers started manufacturing Horlicks
in 1960
Horlicks • GSK currently owns the brand Horlicks

• Horlicks current market revenue: Rs. 23.05 billion, which is more

than 50% of the total revenue of GSK in India
Market
Share
• Milk Beverages Market share: more than 50%

• It is rated as the third most reliable brand in India (src:

http://www.fwd2all.com/top-10-most-reliable-brands-in-india/)
• All Horlicks bottles sold in India in a year placed end-to-end would
Hard Facts
form a chain six times the length of Great-Wall-Of-China
Horlicks : Product Portfolios
Need for diversification of Horlicks
brand
Pros Cons
 Stagnation of the current  Lack of countrywide presence
product portfolio (West and North have always
 Extension of product been neglected)
portfolio  Lack of proper distribution
 Change in food habits of channels compared to
Indians competitors
What comes to your mind
when we think
“Horlicks”?

………..Health and Nutrition

 How to diversify?
Diversification under Diversification as a
Umbrella Brand separate Brand

 Health related products can be  Products that cannot be

diversified under the umbrella directly related to health
brand of ‘Horlicks’ should be launched under a
 Fruit Juice, low calories foods different sub-brand of GSK
etc…  Noodles, Chips, Pasta etc…
Which products to diversify
 Chocolates
 Fruit Juices
 Milk Drink
 Ice-cream
 Whole range of low calories foods
 Biscuits
 Breakfast Cereals
 Low calorie sweeteners etc.

 Diet Substitutes
Market Entry Procedure
 Determining the size of the market
 Can we create a new market
 Analysis of important competitors
 Need-Gap Analysis
Example: Low Calorie Food Market
 It should be diversified under the umbrella brand of
‘Horlicks’
 It should be targeted towards working class health-
conscious people
 Income level of this category of people is rising
 Market is growing and only a few competitors exist in
the current market scenario (ex. Britannia Nutri-
Choice)
Foodles launch strategy
 Foodles should be launched as a separate brand by
GSK
 The main USP of ‘foodles’ is taste and hence it cannot
be related to the Horlicks
 People do not view noodles as a health-product
 Pricing of Foodles should be on par with the
competitors products
 Else Price-wars may occur
 Competitors are heavyweights(like Nestle, ITC)
Distribution Strategy
 Tie up with existing distribution channels of different
companies which are not your competitors to enter
second-tier cities and villages (eg. Cavin-Kare)
 When they start realizing profits over a period of time
GSK should focus on ramping up it’s second layer of
distributors