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  1. 1. By: Amit Das
  2. 2. History 1873: James Horlick & Williamtogether they founded the company J& W Horlicks 1945: The U.S. company wasacquired by the British Horlicksbusiness 1958: Hindustan MilkfoodManufacturers Pvt. Ltd. 1969: Horlicks acquired by theBeecham Group. 1989: Beecham Group becameSmithKline Beecham. 2000: SmithKline Beechambecame GlaxoSmithKline
  3. 3. Facts Horlicks is almost a 137 year oldbrand Horlicks was first invented tosubstitute milk as baby food It has been contributing almostclose to 80% of net sales in theGSKCH product portfolio The brand has been endorsed byAmitabh Bachchan on theradio(1960-70), Moon Moon Sen,Vishwanathan Anand. Biggest market is India More than 1 millions packs is soldper day 6th most trusted brand in India(AC Nelson)
  4. 4. Positioning & Re-positioning OfHorlicks It was initially introduced botha substitute & an additive tomilk and it was initiallypositioned itself as “food forconvalescing” & a nutrientsupplement for kids only. From a boring nutritional drink,GSK positioned Horlicks as`pleasurable nourishment, bylaunchingElaichi, Chocolate, HoneyBuzz, Vanilla It introduced other variants like–
  5. 5. Advertising Strategies Organized nationwide events like-Wiz kids & Dream Team. Epang Opang Japang: highlightedthe benefits of the brand and helpedthe brand to differentiate stronglyfrom the competition CAMPAIGN: “ Badlo Apne BachpanKa Size ” takes the thought to thenext level by communicating howHorlicks enables kids to have abigger, better, childhood whilegrowing Taller, Stronger, Sharper Horlicks Exam Toppers- Horlicksbrings a topper home, to every child.
  6. 6. Marketing Strategies (4Ps) ProductJr. Horlicks, Women’s Horlicks, Mother Horlicks &Horlicks Lite. Place1800 wholesalers and direct coverage of over4,00,000 retail outletsSouth and Eastern markets which contributes about46 per cent and 47 per cent of the total sales PriceRs. 90/200gm & Rs. 170/500gmLess than competitor Promotion
  7. 7. Promotional Strategies GSKCH is promoting the product both through traditional printand TV media GSKCH also introduced a Doctor Engagement Programwherein the company reaches out to physicians, dieticians andnutritionists to educate them about the product. For catering to the rural segment they introduced anothervariant that is the Asha from Horlicks is priced at Rs 85/500gpouch & Rs 50/200g. Horlicks has launched a fun and informative website(www.myhorlicks.com) for kids (6-16) and mothers The latest campaign of Lite aims at the lady in the house andreminds her to keep her husband active with Horlicks lite. Horlicks has tied up with IPC magazines to offer free magazine The brand also takes the medical platform by labeling theproduct as "Clinically Proven ". Philanthropic activity: Aahar abhiyan
  8. 8. Brand Extension
  9. 9. FMCG Sector in India
  10. 10. Market Share & Valuation
  11. 11. What Does GSKCH’s past say?
  12. 12. GSKCH Performance From 2002 to 2005 the company witnessed poor growthregistering low or negative growth rates. Q2 2008 sales soar up 19.3% GSKCH has also performed well over the last 5 years Its Net Sales and EPS have clocked impressive 5 yrCAGR’s of 17.44% and 27.97%. 11.5% sales growth, 2009
  13. 13.  Net sales of Rs. 720 corers over 2010 Impressive sales growth of 18% over 2010 Q4 2010 sales up 21% ad profits up by 58% Q2 2011 sales up 22% ad profits up by 15% 17.85 per cent rise in net profit at Rs 69.65 crore for thefourth quarter ended December 31, 2012. 16 per cent increase in sales in the quarter ended March 31,2013. Glaxosmithkline Consumer spurts on reporting 19% rise inQ1FY13 net profit March 31, 2013, the total income from operations (net) wasRs 975.38 crore against Rs 836.41 crore during the sameperiod in the previous financial year.
  14. 14. Successful & FailedAdvertisement
  15. 15. Bibliography http://www.gsk-ch.in/History.aspx http://stockshastra.moneyworks4me.com/company-shastra-24/ http://www.docstoc.com/docs/68802297/Brand-Equity-Horlicks http://www.thehindubusinessline.com/companies/gsk-consumer-healthcare-net-profit-up-20/article4673839.ece http://www.fullertonsecurities.co.in/equity/markets/rsch_reports/1_0_09062012Fullerton%20Glaxo%20CHL%2008%20June%202012.pdf http://businesstoday.intoday.in/story/67percent-market-share-but-still-insecure/1/4453.html http://www.powerfulwords.co.uk/sample-assignments/marketing/horlicks-promotions-management.php