Horlicks

LEVERAGING THE BRAND EQUITY.

By:

DEBASISH DEY

ROLL No. 107

MBA-II

HORLICKSSir 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%.

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.

POSITIONING THE BRAND

POSITIONING:

Pleasurable nourishment.

BRAND ASSOCIATION:

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

DELIVERING THE PERFORMANCE

PRODUCT FOCUS:

Benefit of 23 vital nutrients.

DISTRIBUTION COVERAGE:

Through more than 5lac retail outlets.

LEVERAGING THE BRANDBRAND EXTENSION:

JUNIOR HORLICKS BISCUIT

NUTRIBAR

HORLICKS CHILLED DOODH

SOMETHING ABOUT THE BRAND EXTENDED PRODUCTSBRAND LAUNCHED ON COMPETITOR GSKCH

EXPECTATION

Junior Horlicks Biscuit

June 2009 Parle-G & Britannia Tiger

Rs 50 Crore Sales Turnover

Horlicks Nutribar March 2009 Mars Licker Rs 100-150 Crore of Revenue in 5 yrs

Horlicks Chilled Doodh

April 2009 Amul Kool &MAFCO

Rs 50-100 Crore of Revenue in next 5 yrs

COMPETITION

In India the milk beverage market is of Rs 2,305 Crore.

BRAND MARKET SHARE

50%

17%

15%

WAR Of Ad: Vs The spot goes on with the Complan boy saying,

Complan Boy: my health drink has 23 nutrients, how much does yours have?

HORLICKS BOY: 23 nutrients and also something.

COMPLAN BOY: Mine makes me 'Taller‘.

HORLICKS BOY: mine makes me 'Taller, Stronger & Sharper‘.

COMPLAN BOY: mine costs Rs.178.

HORLICKS BOY: mine costs only Rs.124.

COMPLAN BOY: Mummy, In this case we are higher right.

Hearing this the mother makes a grimace kind of look & the Ad ends with a couple of people carrying a HORLICKS billboard with 3 tenets of Taller, Stronger & Sharper.

BRAND MANUFACT-URER

TARGET BRAND EXTENSIO-N

MARKET SHARE

PRODUCT AVAILABI-LITY

USP CLAIM

GSKHC Children, women, pregnant women & elderly people

Biscuit, Energy bar & Chilled Milk

50% >5lac retail outlets

23 essential nutrients

"Children have become taller, stronger and sharper. The Horlicks challenge – now proven.

HEINZ Growing children

Biscuit & Muesli

17% >7lac retail outlets

23 essential nutrients with accurate proportion

Grow faster with Complan

CADBURY Children & Teenagers

Bourneville Dark Chocolate

15% 4lac retail outlet

Choco taste with the power of Calcium

“Real Achievers who have grown up on Bourn vita”.

THANK YOU!!!