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Product mix of horlicks
- 1. 4 P’s
- 4. CONSUMER HEALTH CARE PRODUCTS (category under study) PRODUCT WIDTH ORAL HEALTH RESPIRATORY PAIN RELIEF NUTRITION AND DIGESTIVE HEALTH SKIN HEALTH
- 10. NUTRITION AND DIGESTIVE HEALTH (product width under study) BRAND EXTENSION • Health drink • Oats • Biscuits • Instant noodles • Chill doodh Horlicks Boost Maltova Viva Product length
- 11. Product Line- Horlicks • Mother’s Horlicks • Junior Horlicks • Horlicks promind • Women’s horlicks • Lite Horlicks • Growth + Horlicks • Cardia + Horlicks • Horlicks ASHA
- 12. Product Depth Flavors • Chocolate • Caramel • Vanilla • Badam • kesar Size • 50 gram • 200 gram • 500 gram • 1 kg • 2 kg
- 13. Consistency GSK has its product line related to health care which are closely associated to each other in some way.
- 14. By launching healthy food products, Horlicks is strengthening its position as a nutritious &health conscious brand
- 15. PRICE
- 16. Seen as a premium product Value added pricing Value for the money spend – health benefits
- 17. Competitive pricing Eg: Horlicks 500 gram jar costs Rs.230 Boost 500 gram jar costs Rs.255 (pediasure is the most expensive one in the industry)
- 18. PLACE It is available in every corner of the country
- 19. Channel of distribution – it follows a three level channel
- 20. It has a strong marketing network in India comprising over 700 distributors 1800 wholesalers and 8,00,000 retail outlets Manufacturing facilities – PUNJAB, ANDRA PRADESH AND HARYANA
- 21. Horlicks sales have been strong in the south and eastern markets which contributes about 46 per cent and 47 per cent of the total sales. Milk-deficient South and East preferred white liquid powders (Horlicks, Viva, and Complan) as the drink could be prepared with hot water.
- 22. RURAL INDIA penetration is low compared to urban areas. To improve rural reach, it launched • Horlicks swasthya Abhiyan • Village level entrepreneurs
- 23. PROMOTION Promotion of Horlicks to various target audiences is a vital part of the management function.
- 24. Aggressive marketing mix promotional strategy
- 25. Horlicks promotion and advertising money is spent on: • Television • The print media Posters • Internet • Hoardings Unlike its other drink (Boost-promoted by celebrities); Horlicks does not have a brand ambassador. Because value proposition they offer for their product is their hero.
- 26. Rural RADIO was another effective channel used by them to reach mothers &consumers in remote parts. Urban In urban outlets, Horlicks have created play area for children to • Attract consumers • Create awareness • Buzz around the products
- 27. They also spend a lot on market research to constantly know customer needs They used the pestering power of children to their benefit Horlicks revamped its logo and packaging
- 28. THANK YOU!
Editor's Notes
- Width- refers to how many different product lines the company carries.
- Length- refers to the total number of items in the mix.
- Consistency- describes the close relation of the product lines in the end use.
- Depth- refers to the variants offered of each product in the line
- Value for the money they spend
- Csc- customer satisfaction co-ordinators