Horlicks

•Manufactured by GlaxoSmithKline
•In the United Kingdom, South Africa, New
Zealand, Bangladesh, India, Pakistan and
Jamaica, and under licence in the Philippines
and Malaysia.
•Widely known as an easy to prepare malted
food drink
•Horlicks is still the world's most widely
consumed malted milk product
 Horlicks in India
• In its earlier days , Horlicks was imported into
the country from the U.K
• Manufacture in India began in the year 1960
• India is the biggest market
• Traditionally been marketed as 'The Great
Family Nourisher’.
 Products
Health drinks (Variants) Biscuits (Variants)
•Horlicks •Horlicks Biscuits
•Junior horlicks 123 •Horlicks creams
•Junior Horlicks 456 •Junior Horlicks
•Lite Horlicks •Horlicks cornlakes crunchy Biscuits
•Mother Horlicks
•Women’s Horlicks

Bars Foodles
Horlicks Nutribar
 HORLICKS NUTRITION ACADEMY ( HNA
• To Establish HNA as a credible of source of Nutrition
Expertise
• Shift/ Strengthen brand perception of HORLICKS around
Nutrition and hence differentiating from Competitors
• Improving the Nutrition Education in the country
• It will also have a dedicated Product and Performance
Research Centre where new and current products will be
tested through a program of science-based performance
research.
• Work in partnership with leading medical associations,
universities, professionals, coaches, nutritionists and
medical professionals to further understanding of nutrition
and research new product
Meeting the tastes and preferences
The Indian formulation for Horlicks is slightly
different than in most other countries, as there it is
manufactured from buffalo milk rather than cows
milk due to cultural concerns. New products have
been developed specifically for India, such as
alternative flavours and special formulations for
young children and breast-feeding mothers
 Horlicks Positioning Strategy
• Junior Horlicks a 150 crore brand has positioned
a product exclusively for children between the
ages of two and five
• Horlicks Lite for the elderly who often have a
sugar problem
• Horlicks Nutribar positioned on the twin planks of
health and convenience
• Foodles positioned as evening snack
• Women’s Horlicks positioned as health drink for
women in the age of 19 to 50 having a stressful
daily routine.
 Branding strategy

"the brand today talks to every member of the

family rather than the entire family."

(the idea is to address all age groups)

 Market segmentation

• The segmentation is largely on the basis of

age.
• The advertisement and sales promotion
focuses on kids by way of cartoonsfeaturing in
the advertisements and also cartoons serial
sponsorships.
 Brand value proposition

Horlicks value-for-money positioning

• Horlicks may not be a cheap product but it's been

communicated as a value-for-money product
• Parents today are willing to spend more on nutrition
for their children and that has helped GSK Consumer
Healthcare
4p’s of Marketing
 Product
• New Horlicks with Smart Nutrients
• Horlicks in three new variants vanilla, honey
and chocolate apart from the regular malt.
• Packaging
 highest shelf appeal and maximum visibility
 contemporary packaging in hues of bright blue and orange
 More Convinient to handle jars
 Place

Factory Distribution Center Wholesaler Retailer Customer

• The idea is to increase the retail reach by at
least 30 per cent
• Horlicks reach out to around 25 per cent of
the rural market and hope to extend this
reach to about 40 per cent of the hinterland in
a couple of years.
• In the urban markets, Horlicks has begun to
work with retailers to create excitement and
awareness
• Vending was identified as one of the
important vehicles to make them conveniently
available 'out of home'.
 Price
• Pricing done considering the value addition
done along with the consumer comfort ability
• Priced a bit high keeping in mind the value
proposition
 Promotion
• Running seminars about health concerns and
health supplements.
• CLAIMS
• ADVERTISING
• PROMOTIONS TO CONSUMERS
• PROMOTIONS TO RETAILERS
 BCG Matrix
High
Relative Market Growth

Low

High Low

Relative Market Share