Horlicks marketing The current marketing scenario and the way of updating the trends to compete with others. the new mantra of marketing presentation for MBA Students, especially for people who loves marketing.
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The current marketing scenario and the way of updating the trends to compete with others. the new mantra of marketing presentation for MBA Students, especially for people who loves marketing.
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Similar to Horlicks marketing The current marketing scenario and the way of updating the trends to compete with others. the new mantra of marketing presentation for MBA Students, especially for people who loves marketing.
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Horlicks marketing The current marketing scenario and the way of updating the trends to compete with others. the new mantra of marketing presentation for MBA Students, especially for people who loves marketing.
- 1. MARKETINGSTRATEGY PRSENTING BY ASWATHY E GOPINATHAN Reg No:16MBA08
- 2. History 1873: James Horlick & William together they founded the company J& W Horlicks 1945: The U.S. company was acquired by the British Horlicks business 1958: Hindustan Milk food Manufacturers Pvt Ltd. 1969: Horlicks acquired by the Beecham Group. 1989: Beecham Group became SmithKline Beecham. 2000: SmithKline Beecham became GlaxoSmithKline, UK
- 3. Positioning & Re-positioning Of Horlicks 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. From a boring nutritional drink, GSK positioned Horlicks as pleasurable nourishment, by launching Elaichi , Chocolate, Honey Buzz, Vanilla. It introduced other variants & new launches, such as Horlicks biscuits, Horlicks Nutri bar, Horlicks Asha, ready-to-drink flavoured milk, Chill Dood, &Foodles.
- 4. Marketing Strategies (4Ps) Product Jr. Horlicks, Horlicks for children, Women's Horlicks, Mother Horlicks &Horlicks Lite. Brand Extension
- 5. Price
- 6. Place • It has a strong marketing network in India, 1800 wholesalers and direct coverage of over 5,00,000 retail outlets in India. • South and Eastern markets (milk deficiency area- preferred white liquid powder) which contributes about 46% to 47% of the total sales
- 7. Promotional Strategies GSKCH is promoting the product both through traditional print and TV media GSKCH also introduced a Doctor Engagement Program wherein the company reaches out to physicians, dieticians and nutritionists to educate them about the product. Horlicks has launched a fun and informative website(www.myhorlicks.com) for kids (6-16) and mothers Horlicks has tied up with IPC magazines to offer free magazine The brand also takes the medical platform by labelling the product as "Clinically Proven ". Philanthropic activity: Aahar abhiyan
- 8. Advertising Strategies Organized national wide events like-Wiz kids & Dream Team. Epang Opang Japang: highlighted the benefits of the brand and helped the brand to differentiate strongly from the competition CAMPAIGN: “ Badlo Apne BachpanKa 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 Horlicks Exam Toppers- Horlicks brings a topper home, to every child.