GROUP NO -4

Anish Shah • Shweta Gujare

Prakash Pandey • Sandeep Mane
Himanshu • Rohit Patel
Nidhi • Prashant Madve
Prashant k. • Nupur Lakhlani
 Sir WILLIAM HORLICKS.

• The original manufacture & patent holder of

the malted drink.
• Now a product from- GSK Consumer Health.
• Launched in the year 1930 .
• Launched as an additive & substitute to milk.
• Most trusted health drink brand (6th position
in trusted brand list).
• Market share of more than 50%.
 Horlicks product mix
HEALTHDRINK BISCUITS
• Junior Horlicks • Horlicks Biscuit-
• Mother Horlicks  Standard
• Horlicks Lite  Elaichi
• Horlicks Ninza- • Nutribar
-CHOCO
-VANILLA
-Elaichi
 NUTRITIONAL
NUTRITIONALPRODUCTS
PRODUCTS
•   Horlicks  
 
•   Boost

•     Maltova

•    VIVA
          
         Horlicks
Horlicks      
  Horlicks Ninja
  Horlicks Ninja

• •  Junior Horlicks  
 Junior Horlicks  

• •   Mother's Horlicks   
  Mother's Horlicks   

• •  Horlicks Lite  
 Horlicks Lite  

• •   Horlicks Biscuits
  Horlicks Biscuits
  Horlicks Ninja

Since the 1930’s

Micronutrients (or vitamins and minerals)

Chocolate, Vanilla and Elaichi

50% share of the Health Food Drink Market.

(Source: A.C Neilson report on market shares)
• Specially formulated for preschool children‘

• A TO Z NUTRITION

• PHYSICAL & MENTAL DEVELOPEMENT

 Mother's Horlicks
 HORLICKS LITE
• zero added sugar and zero cholesterol

• Contains 26 vital nutrients

• Has high fibre

• Is low fat

• Has essential antioxidants

  Horlicks Biscuits

Great taste' and 'nourishment

Great taste' and 'nourishment

Two flavours - Standard & ElaichI

Two flavours - Standard & ElaichI

Calcium' providing 100% RDA of calcium

Calcium' providing 100% RDA of calcium
 Decision On Packaging - Main ?
• Is changing packaging, logo, design, style etc.
really important?
• Horlicks has been an iconic brand for many
years. Does it really need this change and also
above that a spending of 300 cr to promote it?
The elements in the new design are: -
•The ‘Wave’ shows the ‘activity’ of a person
•The visual of milk and wheat shows
nourishing capabilities
•Blue and orange colours help to identify the
brand
•The new logo also plays a role in reinforcing
the trust and equity of the brand among the
consumers
 POSITIONING & RE-POSITIONING OF HORLICKS

POSITIONING:
It was initially introduced both a substitute & an additive to milk
and it was initially positioned itself as “food for convalescing” & a
nutrient supplement for kids only.
RE-POSITIONING:

From a boring nutritional drink, GSK positioned Horlicks as

`pleasurable nourishment', by launching it in vanilla, chocolate and
honey variants.

It introduced other variants like - Jr. Horlicks, Women’s Horlicks,

Mother Horlicks & Horlicks Lite to repositioned itself from the
children segment to other segment for consumption.
COMMUNICATING THE MESSAGE
PROMOTION:
Organized nationwide events like- Wiz kid & Dream Team.

Epang Opang Japang .

CAMPAIGN:

“Badlo Apne Bachpan Ka Size”, takes the thought to the next

level by communicating how Horlicks enables kids to have a
bigger, better, childhood while growing Taller, Stronger,
Sharper
 Leveraging the Brand
Junior Horlicks Biscuit

Nutribar Horlicks chilled

doodh
 Brand Extended Products
BRAND LAUNCHED ON COMPETITOR GSKCH
EXPECTATION

Junior Horlicks June 2009 Parle-G & Rs 50 Crore

Biscuit Britannia Tiger Sales Turnover

Horlicks Nutribar March 2009 Mars Licker Rs 100-150 Crore

of Revenue in 5
yrs
Horlicks Chilled April 2009 Amul Kool Rs 50-100 Crore
Doodh & of Revenue in
MAFCO next 5 yrs
 Product Life Cycle

Sales and
Profits ($)

Sales

Profits

Time
Product Introduction Growth Maturity Decline
Develop-
ment

Losses/
Investments ($)
Maturity
Maturity Stage
Stage of
of the
the PLC
PLC

Sales
Sales Peak
Peak sales
sales

Costs
Costs Low
Low cost
cost per
per customer
customer

Profits
Profits High
High profits
profits

Marketing Maximize
Maximize profit
profit while
while defending
defending
Marketing Objectives
Objectives market
market share
share
Product
Product Diversify
Diversify brand
brand and
and models
models

Price
Price Price
Price to
to match
match or
or best
best competitors
competitors

Distribution
Distribution Build
Build more
more intensive
intensive distribution
distribution

Advertising
Advertising Stress
Stress brand
brand differences
differences and
and benefits
benefits
 Horlicks ProHieght
• GSK supports for innovation
• Horlicks ProHeight has
+3 Protein Guarantee:
• 1.HIGHER: Double the Protein
• 2.MORE: Not one but ‘Two’ best quality
protein
• 3.FASTER: Whey Protein that is digested faster