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Horlicks

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BRAND EXTENSION

BRAND EXTENSION

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  • 1. LEVERAGING THE BRAND EQUITY. By: DEBASISH DEY ROLL No. 107 MBA-II
  • 2. HORLICKS
    • Sir 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 (6 th position in trusted brand list).
    • Market share of more than 50%.
  • 3. 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.
  • 4.
    • 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.
  • 5. POSITIONING THE BRAND
    • POSITIONING:
    • Pleasurable nourishment.
    • BRAND ASSOCIATION:
  • 6. 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
  • 7. DELIVERING THE PERFORMANCE
    • PRODUCT FOCUS:
    • Benefit of 23 vital nutrients.
    • DISTRIBUTION COVERAGE:
    • Through more than 5lac retail outlets.
  • 8. LEVERAGING THE BRAND BRAND EXTENSION: JUNIOR HORLICKS BISCUIT NUTRIBAR HORLICKS CHILLED DOODH
  • 9. SOMETHING ABOUT THE BRAND EXTENDED PRODUCTS BRAND 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
  • 10. COMPETITION
    • In India the milk beverage market is of Rs 2,305 Crore.
    BRAND MARKET SHARE 50% 17% 15%
  • 11. 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.
  • 12. 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”.
  • 13. THANK YOU!!!