Horlicks – The Success

Horlicks Vs Bic Perfume

History 1955 Horlicks limited, England 1956-57 Punjab plant opened Beecham bought Horlicks limited,

Beecham(UK) and Smithkline(US) merged in 1989 to form Smithkline-Beecham

To Glaxosmithkline in Jan 2000 Dec 27 - Smithkline-Beecham and Glaxo

merged into GSK

Marketing strategy

Advertisement Promotion Targeting Availability

Advertisement

Brand has been endorsed by Amitabh Bachchan between 1960-70s

Vishwanathan Anand in 1980s Sponsered movies like Ice Age 2,

superman returns 5 video ads Taller,stronger,sharper

Promotion

Price Discounts – Rs7 on half kg and Rs12 on 1 kg

Gifts – pencil box, car, plastic containers, clock, frisbee, scholarship for students

Targeting

Two types: Requirement Women horlicks, Junior horlicks,

Horlicks lite Income group Asha horlicks General Horlicks

Availability

Rs 5 / Rs 10 / Rs 28 / Rs 75 / Rs 130 / Rs 225 packet varients

In two flavours-Regular & Chocolate Two types of packet Refill pack and Jar Mom and pop shops Available almost everywhere

Facts

In india 2 billion cups of horlicks are drunk everyday

All horlicks bottles sold in india in a year if placed end to end would form a chain 6 times a length of THE GREAT WALL OF CHINA

It was first milk mix containing wheat

BIC Perfume

History

Founded in 1945 Based in France Main products:- Fountain pens,

Pencils, Cigarette lighters, Disposable Razors.

Foray into perfume market in 1988

About the product First fine French perfume. It has 2 variants each for men and

women. For men–Bic men & Bic sport For women–Jour & Nuit. This perfume was introduced into the

market as low cost varient for existing costly perfumes.

Advertisement

Bic, already having a brand name spent negligeble amount for total advertisements

Thought of selling the product on its existing customer confidence in its brand success as an extension of its brand name.

Targeting

It mainly targeted the middle income group

Since perfume is associated with luxury and comfort, the intention was to provide the same for the common man at affordable prices

Promotion

Was to be sold at existing Bic outlets

An introductory price of $5 per bottle

Since already a low budget perfume so no gifts or discounts.

Reasons of failure Used no advertising mode. It resembled cigar lighter in it’s shape. It didn’t meet the expectation of being a

luxury product. Belief that their existing clients would

accept their new product Unable to create a new image for the

perfume.

Conclusion

The success or failure of a product depends not only on the quality of the product but also on some aspects like promotion, targeting, advertising, survey on the needs of consumers etc.