Recommendations for new Advertising Planning and Promotion

Strategies so far
By addressing the malnutrition and
Went through a revamping in 2003
under-growth of kids between 3 to Conclusion:
after GSK decided to experiment
9 years of age, the Growth+ What started its journey as a hot
with flavors to offer “pleasurable
campaign was started where it was drink for kids and invalids, soon
nourishment”, various products cater
shown how a nutrition-rich became a common drink for
to people from different age groups
clinically-proven Horlicks can people of all ages
e.g. Mothers’ Horlicks, Women’s
alleviate growth-related issues.
Horlicks, Junior Horlicks etc.

Was introduced to India by A sensational but controversial

the British during WW I and Fearless Kota campaign
campaign of “Taller, Stronger, addressed a serious issue faced
soon became a completely Sharper” The campaign of
Indian product. Started a by youngsters –committing
“Badhne ki bhookh rag rag suicide under excessive pressure
health-oriented marketing mein” where kids were seen
strategy since the 1930’s to get in IITs.
excelling in different fields
Is it working?
What distinguishes Horlicks from its competition
• Yes. Customers of Horlicks are mainly middle-income group
Brand is present in different product categories like healthy customers who like to be healthy and hence the image of
biscuits, noodles, nutritional drinks, and energy drinks, Horlicks as a health supplement has done wonders for them
therefore, it uses differentiated targeting strategy.
• Horlicks has a higher brand recall value among consumers as
The brand distributes its offerings through compared to brands like Bourn Vita and Boost
unconventional channels of distribution such as
pharmacies, medicine stores besides wholesalers, • Various segments of the population being targeted right from
retailers, kirana stores and e-commerce websites.  toddlers and pregnant women to senior citizens and school
students has reinforced the idea of Horlicks drinking as a family
ritual, sometimes every night before going to sleep for most
Horlicks associates itself with the targeted audience urban families
through different mediums such as at schools, colleges,
pre-schools etc. e.g. events such as Horlicks Wiz Kids
 •  ‘Work from Home’ being the new normal, the
Recommendations for the future latest campaign portraying Horlicks as an
immunity booster has worked to the advantage of
the company and will continue to yield
dividends long after the Covid Scare has gone.
• Horlicks also does a very good job of highlighting
the need for good health in all sections of society
from the doctor to the house wife to the college
going children, such multifaceted ads targeting
different age groups should be continued

• Acts of corporate CSR such as donating packs of Horlicks to all major Covid hospitals in 12 key
cities should be continued as they build an unconscious image in the minds of the consumer of
Horlicks being closely related to healthcare
Aspects to be considered Potential pitfalls

In many parts of India it is still Horlicks has come under the scanner for being high on sugar, as per various
seen as an energy booster or reports, 80% of its worldwide sales come from India. Therefore if the brand
substitute for milk which is not perception of Horlicks changes to that of a sugary drink, it would damage its current
true image of a health drink

While Horlicks is considered to in India, its major sales come from the East and South. Though Horlicks has created
be a universal brand, its recent strong hyperlocal impressions, its next big challenge is rural markets. For most
product dissections have people in villages it is still a luxury and not a necessity
confused the consumers a lot.
 It attempted to market itself in
biscuits, noodles, oats, and
cereal-bar formats, with varying
degrees of success