Women’s Horlicks PPT

Media Solutions

Presents

WOMEN’S HORLICKSMarketing Research

for

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Introduction

Being a woman in today's worlds challenging enough! On top of that, women have to cope with what their body goesthrough. Menstruating cycle, stress, fatigue and sometimes, mood swings and irritability are some of the challenges awoman has to go through.

Recognizing this need, GlaxoSmithKline Consumer Healthcare had launched New Women's Horlicks, the first and onlyhealth drink for woman in India formulated on WHO guidelines for menstruating women.

Specially formulated taking into account the needs and requirements of a modern day woman.

Along with Mother's Horlicks - the ideal nutritional supplement for pregnant women, creating a portfolio of specialistnutritional products for women.

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Client History

The Indian Arm

GSK is an associate of GlaxoSmithKline plc. of the U.K, a global science based healthcare company. GSK has continually benefited fromthe technical and marketing inputs that have been available as a consequence of this association. GSK is the largest player in the healthfood drinks industry.

GSK has a strong marketing and distribution network in India comprising over 2,200 wholesalers and direct coverage of over 5,15,000retail outlets. Its flagship product, Horlicks, is a widely regarded and highly respected brand for over 100 years. The Company alsomanufactures and markets Boost, Viva and Maltova and in addition markets and distributes a number of products in diverse categories,which include prominent household names such as Eno, Crocin and Iodex.

Some activities include on-ground consumer promotions such as a large Doctor Engagement Programme where in the company will reachout to physicians, dieticians and nutritionists to educate them about the benefits of the product.

The company has also developed an innovative website, www.indianwomenshealth.com to provide relevant and credible information to theconsumers on topics such as pregnancy, menstruation, breast cancer, healthy living, reproductive health, contraception, healthy diet andmore.

Via Media & Communications is a healthcare communication organization that actually undertakes marketing research for GSK

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Venus Market Research Agency

• Market Research is a great way to analyze your customers current needs and understanding of your products andservices.

• Market Research is very efficient tool to PR implementation.

• Based on the research you can develop a marketing strategy that blends with PR effectively & simultaneouslyeducates your audience to address a need.

• We tend to work with a clear set of objectives, and a good sense of how the client will use research results tosupplement the PR campaign in a way that it positively revitalizes the Brand

• It helps in creating desired awareness of the concept and fulfilling the consumer needs by creating desired noise levelamongst the target audience.

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Product History

Glaxo SmithKline has launched Women Horlicks to expand the range of its largest selling health drink ‘Horlicks’ andwould soon introduce a special variant exclusively for women. It already has Horlicks Plus that is a soy-based versionfor the older population. The Rs 3,000-crore wellness and nutrition industry in India is poised for a big leap and growingat over 14% per annum.

With the launch, the company aims to extend the health drink into a complete family health drink brand with variantssuiting every member of the family such as parents and kids. It was specifically introduced keeping in mind theproblems that are largely prevalent among grown ups and claims to have zero cholesterol, zero added sugar.

By far, the biggest market for Horlicks is India, where it has traditionally been marketed as “The Great FamilyNourisher”.

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Product Features

Designed to fill the dietary gap of essential micronutrients - vitamins and minerals.

Contains a unique combination of HemoCal & nutrients

Meets 100% of the daily requirements of iron, calcium, Vitamins B2, B6, B12,folate as well as Vitamin C.

Priced at Rs 100 for 200g in an attractive jar with a flip top lid and available in two flavors like Chocolate and Caramel.

Formulated specially for women with low fat, sugar free and complete with micro-nutrients recommended by the WorldHealth Organization (WHO) for women between 19 to 50 years of age.

Just two serves (60 gm) of new Women's Horlicks when included in daily diet, can help her keep away fatigue, anemiaand other health related problems.

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Industry Analysis and Stats

Indian health drinks Sector is still in its infancy.

The Rs 3,000-crore wellness and nutrition industry in India is poised for a big leap and growing at over 14% perannum.

In value terms its around Rs 1, 900 crore of Malted Drinks Food Market.

Volume terms around 65,000 tonnes per annum.

GlaxoSmithKline (GSK) with four brands - Horlicks, Boost, Viva and Maltova - is the leader in Indian health drinkmarket. Complan, GluconD from Heinz India and Cadbury India's Bournvita are also popular among the Indian healthdrink brands.

GSK with four brands in the category Horlicks, Boost, Viva and Maltova - has a 70 per cent volume market share andComplan's share is 13 per cent.

Horlicks is the leading health drink brands in India since 1930.

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Opportunities In the Sector

The national family survey of 2007 reveals that one out of two women are anemic and 39 % of Indian women sufferingfrom mild anemia.

According to analysts tracking the sector, the attitude and preferences of the Indian consumers are changing due to arise in their disposable incomes, high consumption propensity and exposure to global trends.

The energy drinks market in India is estimated at Rs500 crore and is still at a nascent stage when compared withcarbonated drinks, which is valued at Rs6,028 crore. However, the energy drinks market in India grew at 50% a yearbetween 2002 and 2007. In contrast, growth of carbonated drinks in India slowed to 0.5% during the same period.

This leads to positioning of the brand/product in a potential sector with great demand leading to high future marketpotential.

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Methodology

A Descriptive Research Design.

Classified into a Cross Sectional study.

The questionnaire that we prepared had the following type of questions:

i. Dichotomous

ii. Multiple choice questions

iii. Open ended

Primary data: Survey on a sample of population.

Secondary data: Internet and channel members.

Limitations

We observed the following barriers while conducting the survey:

i. We were not able to interact with the end drinking consumers

ii. Our time and sample frame was limited

iii. Lack of manpower

iv. Lack of feasible location to conduct.

v. Respondents were not able to interpret some of the questions correctly.

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Executive Summary

A year back GSK launched an intra brand named as ‘Women’s Horlicks’.

Even though promotion was done in a large perspective the product was termed as a “not a success”.

This study helps to understand better the consumption pattern among women consumers.

– survey targeted consumers were observed drinking beverages.

• Those interested in the product appear ready to switch to Women Horlicks

• Concerns about the awareness and the cost appear to be a major potential reason for interested customers to pass onthe product.

• Consumers are willing to buy a product from other manufacturers.

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Research Objectives

Helping Glaxo Smith Kline understand usage/consumption pattern among women consumers.

Helping our client understand better, the substitutability of Women Horlicks with other hot beverages such as tea &coffee.

Trying to find out existing market demand & future market potential.

Realizing the brand recall and brand awareness among survey subjects.

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Formulating a Research Problem

The elements are Females.

Survey subjects/population is kept at 65-70 individuals.

Aged from 19 to 50 years.

Time frame till the presentation day that is 22nd January 2009.

Place- Mumbai, Western Suburbs

Environmental Economic conditions –Recession : Mildly can affect buyers, as Women Horlicks is a high end product.

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Present Consumers Age classification

From this analysis we have interpreted that we have surveyed more of the youth segment.

We have concluded that in our sample frame we have only 26% middle aged woman and 34% of older women.

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Employement Status

From their employment status we have evaluated that majority are home makers /house wives or they work at home.

Furthermore, we have tried to bring in neutrality in our survey so as not to be concentrated on only employed women,but also unemployed women, as we now know that stress and other health related issues are also commonlywitnessed not only in employed women but also in unemployed categorized women.

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Consumption Pattern

Out of 68 sampled subjects 82% that is 56 subjects are consuming Tea, therefore Tea is the most preferred choiceamong these beverages.

The second most preferred is Milk in its purest form.

Even though some researches and articles have proven that in a long run Tea is harmful and most of our samples haveconsumed it in a long run. Even after knowing the potentially deadly effects Individuals do actually drink it and is stillmost popular drink in our survey.

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Frequency of Consumption

To make it simpler we have categorized them into-

Daily(Indicating more than two times a day) -47%

Twice a day(Indicating drinking beverages two times a day)-65%

Few times a week (Indicating consumption of drinks seldomly) -6%

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Popularity of Brand ‘Horlicks’

In this we had Horlicks which was first. Second was Horlicks Junior and third was women Horlicks

These results were anticipated as respondents already knew about Horlicks as it was highly publicized and advertised.Horlicks Junior which came second because most of the respondents who are having children might have heard aboutit.

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Assessment of Brand Awareness

From the survey we have concluded that 69% are aware of the Women Horlicks as a brand.

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Assessment of Brand Ambassador

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Among the surveyed subjects 16% were aware of the brand ambassador and 84% weren’t.

Communication Mix

Television is the most prominent medium used to convey/promote/advertise/relate/educate to the product with 68%knowing about the commercial aired.

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Competitors

When we look at Indian Health drink sector major competitors come into picture out of which Bournvita is first with 45%of consumption which is a direct competitor.

Rest come into drinks that are indirect competitions to our product such as tea ,coffee, milk, juices which we havealready stated.

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Assessment of Affordability

When we mentioned that the price of the product was Rs 100/- for 200 grams we got responses in the following manner-

Most of the respondents i.e.,57% said that it wasn’t expensive as it is question of health and diet.

The rest that is 43% thought it was very expensive as making it requires two serves of 30grams which will complete theJar in two straight weeks.

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Substitutability with Women Horlicks

When asked the most important question would you like to switch over from whatever they are consuming to Women

Horlicks the results were –

Yes - 56%

No - 44%

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Suggested Substitutes

From the respondents we came to know about the following substitutes-

Protein Plus

Calcium Sandoz, Calcium tablets, Shell cal, Calcium supplements, Vitamin tablets.

Shatavari kalp

Protein EX

Amla syrup

Milo, Complan, Bournvita, Boost.

Complete nutritional food.

Mytone.

Plain Milk.

Juices.

Fruits, Dry fruits.

Cord liver oil capsules.

Chavanaprash.

Green tea.

Oat meal porridge

Dexorange

Elder Pharma

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Dealer Network & Demand/Supply Gaps

Dealers Network

We can safely say that the dealer’s network exists. There are 15-25 dealers in Mumbai territory itself. Major retailersinclude-

Big Bazaar

Food Bazaar

Apna Bazaar

Spinach retail

Local Medical/chemists

We also asked some shops in Parle, these retailers said that they kept 3-4 jars indicating that the sales are not thathigh .We could also notice that they stored a stock of Normal Horlicks as compared to Women Horlicks.

Demand & Supply Gaps

As the demand is very low the supply has a tendency to overstock with certain dealers or channel members. Thoughtill now we have not seen or heard about this from our surveyed channel members. This concludes that Glaxo SmithKline is aware about this phenomena and has taken necessary efforts to bridge these demand & supply gaps.

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Reccomendations

Promotion

Free samples along with Women’s magazines and weekly circulated newspapers.(Print Media)

For excessive/addicted tea/ coffee drinks special programmes should be set up by GSK in order to provide awareness of the illeffects about their consumption habits.

– If no awareness then provide education

Awareness programmes to be set up like-

– Sponsoring medical institutions

– Social marketing (educating the masses)

– Women empowering programmes

– Set up Womens Day/Week programme.

Tie ups with radio stations

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Reccomendations

Appoint Direct Selling Agents.

Personalize selling at Various Venues along with free samples & drinks.

Sell through Various influential social groups.

Impactful celebrity to enhance Image of the brand.

Club/attach Women Horlicks with Normal Horlicks as free samples.

Vending machines at renowned public places.

Advertise in daily prime time soaps more extensively.

More hoardings are required as well as OOH media for working women who do not have time for other sources ofmedia.

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Reccomendations

Price

Its expensive and also the amount to be consumed is very high so it will lead to emptying of the jar within two weeks.

It may not be expensive as it is a “specialized” product.

Product

It is complicated to prepare and it should be simplified.

New flavours should be introduced.

Existing flavours should be enhanced.

More innovative - “In the product quality”, make it more heavy and more satiable

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Reccomendations & Conclusion

People

GSK should target majorly the youth so that they could inculcate the habit towards their future generations.

Target offices and corporate individuals/banks/ management institutions.

GSK should target even housewives as the stress level for unemployed women are equally the same.

Educating channel members like DSA’s and other channel members.

Conclusion

Overall the product is good and with its exclusive benefits it can surely touch millions of women.

With women entering into a corporate world, coping with stress life women tend to forget about their personal health.

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THANKS

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