The document analyzes GSK's brand extension of Women Horlicks in India. GSK is a global healthcare company that generates 20% of its revenue from consumer health products. It is the largest player in India's health food drink category with Horlicks having a 46.2% market share. Women Horlicks was launched to specifically meet the nutritional needs of women and targets health conscious urban working women aged 19-50. Its marketing strategy focuses on differentiation through nutrition positioning and endorsements from medical professionals to gain credibility over competitors like Bournvita and Complan.

1. BRAND EXTENSION
ANALYSIS :
Women Horlicks
Submitted by -
NIKITA GOENKA | PGP30324

2. PARENT COMPANY: GlaxoSmithKline PLC
CONSUMER HEALTH
CONSTITUTES
20%
OF THE GROUP’S
REVENUE
India Turnover figures in Mn £
TURNOVER
EXPANDS BY
2%
GLOBALLY
UK-BASED COMPANY WITH 72.5%
STAKE IN ITS INDIAN UNIT
GS K CO NS UME R
HEA LTHCA R E
In Rs. Million
NET SALES
48,685.8
NET PROFIT
6,747.6
I n t e r n a t i o n a l P h a r m a c e u t i c a l G i a n t

3. GLAXOSMITHKLINE : Consumer Health
Consumer Health global market leader through JV with Novartis
LARGEST PLAYER IN HEALTH FOOD
DRINKS CATEGORY IN INDIA
GSK/
Novartis
Bayer/
Merck &
Co
Johnson
&
Johnson
Inc
Pitzer
Inc
Sanofi Reckitt
Benckiser
Procter n
Gamble
Global CH leaders by Retail Value Sales based on 2013 data
( Rs 5,500-crore category with growth of about 5 - 6%)

4. DESIGNED
TO IMPROVE THE QUALITY
OF HUMAN LIFE
by enabling people to
• D O M O R E
• F E E L B E T T E R
• L I V E L O N G E R
GLAXOSMITHKLINE: Product Portfolio

5. A INR 3,000-CRORE
BRAND LEADING HEALTH
FOOD DRINK CATEGORY
WITH A 4 6 . 2 % MARKET
SHARE.
PARENT BRAND : Horlicks
G R O W T H
D R I V E R
• Brand grew globally by £160 mn in 2008-13
• India accounts for 80% of global sales
M A L T
D R I N K S
M A R K E T
• Ranked 4th globally with 6.4% share in 2013
• Expected growth US $130 million in 2013-18
M A J O R
P L AY E R S • Maltova, Boost, Bournvita, Complan, Milo
Launched in 1873

6. INDIA'S FIRST HEALTH DRINK DESIGNED SPECIFICALLY FOR
WOMEN'S NUTRITIONAL NEEDS
BRAND EXTENSION: Women Horlicks
RECOMMENDED BY
WORLD HEALTH
ORGANIZATION
(WHO)
"Because your body needs you too!"
FORMULATED
COMBINING SCIENTIFIC
KNOWLEDGE &
EXPERTISE

7. PRODUCT
PRICE
MARKETING MIX: Women Horlicks
• Formulated with ion, calcium, folate & other vital nutrients
• Quick and Easy to mix
• Low Fat; No added Sugar
• A wholesome and natural combination of malt, wheat & milk
T W O F L A V O R S –
C H O C O L A T E
& C A R A M E L
• Overpriced in comparison to traditional Horlicks
• Priced keeping in mind the income of targeted urban women

8. PLACE
PROMOTION
MARKETING MIX: Women Horlicks
• Available at supermarkets, retail stores & medical shops
• Use of already in place excellent distribution system
• Usually relegated to bottom shelf, resulting in minimal visibility
• Manufacturing - Balagarh, Sonapet; Packaging - Solan, Secunderabad
H E A D Q U A R T E R
A T N A B H A
( P U N J A B )
• Doctor engagement program
• Direct marketing and consumer activation
• Digital Marketing
• Print media advertising

9. MARKET SEGMENTATION: Demographic
Junior Horlicks
Horlicks Regular
Women’s Horlicks
Horlicks Lite
 For little, preschool children
 For general use; clinically-
backed claim of making kids
taller, stronger and sharper
 For contemporary working
woman, promising blood &
bone health
 For 40+ adult to build strength
& stamina; for diabetic people
Mother’s Horlicks  For pregnant and lactating
women
Objective is to cater to the needs of all the age groups.

10. HEALTH CONSCIOUS
URBAN WOMENDEMOGRAPHICS
TARGET SEGMENT
TARGETED SPECIFICALLY AT THE MODERN HEALTH CONSCIOUS URBAN
WORKING WOMAN
Women of the age
group of 19 to 50
years, at various
phases of a woman’s
life:
Adolescence > young
>adult
Women who are not
able to take care of
health and daily
requirement of iron,
calcium, folate and
vitamins B2, B6, B12,
and C2.
Urban working
women leading
hectic lives, focusing
both on career as
well as family in
metros and mini-
metros

11. TARGET SEGMENT
Be the ‘YOU’ you always wanted to be

12. Image Image Image
BOURNVITA COMPLAN BOOST
MONDELEZ HEINZ GSKCH
P h y s i c a l
E n e r g y &
E n d u r a n c e
S t r o n g e r
b o n e s &
M u s c l e s
E n e r g i z e r
f o r d a i l y
s p o r t s
COMPETITORS: Market Share
46%
16%
14%
12%
1%
11%
Horlicks Bournvita Complan Boost Maltova Others
MARKET LEADER

13. COMPETITIVE
FRAME OF REFERENCE
BRANDSTRENGTH(DifferentiationandRelevance)
BRAND STATURE (Esteem and Knowledge)
Curiosity
Indifference
Commitment
Fatigue
MALTOVA
DANONE
PEDIASURE
MINUTE MAID
TROPICANA
REAL
BOURNVITA
HORLICKS
COMPLAN
BOOST

14. POD
POP
POD
POD
ANALYSIS: Points of parity & points of difference
HORLICKS BOURNVITA COMPLAN BOOST
C O M PA N Y GSKCH MONDELEZ HEINZ GSKCH
M O T O
R e l i v e t h e
s p i r i t , S t a y
s t r o n g
P h y s i c a l
E n e r g y &
E n d u r a n c e
S t r o n g e r
b o n e s &
M u s c l e s
E n e r g i z e r
f o r d a i l y
s p o r t s
B A S E M A LT C O C O A M A LT C O C O A
N U T R I E N T S M E D I U M M E D I U M H I G H M E D I U M
TA R G E T
C U S T O M E R W O M E N K I D S K I D S K I D S
NUT RI ENT BASED HEALT H DRI NK FOR AL L ROUND GROWT H POP

15. IN ORDER TO HIGHLIGHT ITS NUTRITIONAL
ASPECT, GSKCH IS PROMOTING WOMEN
HORLICKS THROUGH TRADITIONAL PRINT
AND TELEVISION MEDIA
PROMOTION STRATEGY: Point of Difference
BRANDING WITH REGIONAL TONGUE

16. PROMOTION STRATEGY: Point of Difference
https://www.youtube.com/watch?v=vWvolkt-FH4
FOCUS ON RESONATION WITH THE WORKING WOMEN
Eschewing the current glamour dolls of Bollywood, Konkana
Sen Sharma was selected as the face of the urban Indian
woman of today, balancing career and home, a choice sure
to resonate with most women.
This, combined with the baseline, "Because your body
needs you too!", starkly elegant in its very simplicity, captures
the essence of the desired brand image.

17. PROMOTION STRATEGY: Point of Difference
https://www.youtube.com/watch?v=alYyeooLZQE
SUPPORT OF PROFESSIONALS IN THE MEDICAL FIELD
The core strategy lies in grabbing the mind space of the
consumers, rather than following the more traditional
hard-sell route.
The company reaches out to physicians, dieticians and
nutritionists to educate them about the product. This in
turn, leads to an official or at the very least, unofficial, product
endorsement by these professionals.