Horlicks Brand Dossier

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Horlicks Brand Dossier

  1. 1. Horlicks<br />Taller Stronger Sharper<br />Presented By :<br />Sharath Ghosh<br />ShyamalBhattarjee<br />Aswin Christie<br />Praveen Kumar Reddy<br />JoyeetaSarkar<br />
  2. 2. Praxis Business School<br />Agenda<br />Brand Overview<br />Positioning and Repositioning<br />Competitor Analysis <br />Strategies Adopted<br />Distribution<br />Marketing<br />Segmentation<br />Market Research Analysis<br />Recommendations<br />
  3. 3. Praxis Business School<br />Brand Overview<br />
  4. 4. 135 year old brand<br />1865 : William and James Horlicks started the company<br />1945 : Company acquired by British Horlicks business<br />2000 : Glaxo and Smithkline merger<br />Constantly involved in Line extension and brand extension<br />The brand commands above 50% market share in 1300cr Indian Health Drink industry<br />It is dominating the Rs 2,200-crore malted food drinks (MFD) market.<br />Praxis Business School<br />Evolution<br />
  5. 5. Horlicks was first invented to substitute milk as baby food<br />The brand has been endorsed by Amitabh Bachchan on the radio(1960-70), Vishwanathan Anand<br />Biggest market is India<br />6th most trusted brand in India (AC Nelson)<br />Praxis Business School<br />Facts<br />
  6. 6. Praxis Business School<br />Product Analysis<br />
  7. 7. Line<br />Extension<br /><ul><li>Daily Quota for baby food supplement
  8. 8. DHA for Brain Development
  9. 9. A-Z nutrition
  10. 10. Vanilla, Toffee, Elaichi
  11. 11. Chocolate Horlicks
  12. 12. Family Nourisher
  13. 13. Taller Stronger Sharper
  14. 14. Vitamins & Minerals
  15. 15. Low Fat
  16. 16. High Fabre
  17. 17. Anti-Oxidants
  18. 18. Low Sucrose
  19. 19. Zero sugar
  20. 20. Zero Cholesterol
  21. 21. 26 vital Nutrients
  22. 22. Rich in Anti-Oxidants
  23. 23. Improves quality & quantity of breast milk</li></ul>Praxis Business School<br />
  24. 24. Brand<br />Extension<br /><ul><li>Standard & Elaichi Flavor
  25. 25. 100% RDA
  26. 26. Power of Calcium
  27. 27. Instant Milk Shake
  28. 28. Attractive Flavors (like Chocolate)
  29. 29. Wheat & Nutrients
  30. 30. 116 cal
  31. 31. 1.2gm fat
  32. 32. 4.7g protein
  33. 33. Vit. A,C & calcium
  34. 34. Cereal & Multi Grain
  35. 35. 11 nutrients
  36. 36. Wheat, Rice Oats & Honey
  37. 37. 312 cal & 7.5g fat</li></ul>Praxis Business School<br />
  38. 38. Praxis Business School<br />Positioning & Repositioning<br />
  39. 39. Initial positioning : Malted milk drink to promote sleep<br />Repositioned in 2003 in India : Nutritional drink to “pleasurable nourishment”<br />New Logo : `Now Proven - Taller, Stronger, Sharper.'<br />Junior Horlicks was positioned as a product exclusively for children<br />Women’s Horlicks Repositioned as Mother’s Horlicks (2004) & again as Women’s Horlicks (2008)<br />Horlicks Nutribar positioned on the twin planks of health and convenience.<br />Repositioned Maltova (2002 & 2004)<br />Praxis Business School<br />
  40. 40. Competitor Analysis<br />Praxis Business School<br />
  41. 41. Market Leader in the Health Drink Market<br />Praxis Business School<br />
  42. 42. Acquired from Jagatjit Industries<br />Horlicks beats them with a superior Supply Chain Network<br />Acquired them to consolidate market share<br />Praxis Business School<br />Acquisitions<br />
  43. 43. Heinz Complan is its nearest competitor.<br />Horlicks has always been able to price itself lesser than the competition.<br />Horlicks attracts consumers via consumer centric packaging.<br />Horlicks came out with various flavours, which has ensured its current market position.<br />Horlicks vs Complan<br />Praxis Business School<br />
  44. 44. Praxis Business School<br />
  45. 45. “Cadbury” Bournvita<br />Brown Powder & Milk Additive<br />Strong presence overall <br />Praxis Business School<br />Horlicks vs. Bournvita<br />
  46. 46. Praxis Business School<br />Horlicks Foodles vs. Nestle Maggi<br />Entered into the 1000 crore instant noodle market with market leader Nestle Maggi having 90% market share<br />It has gone past the other small players like Nissin Foods Top Ramen, Future Groups Tasty Treat etc.<br />Horlicks Nutribar vs. Mars Snickers <br />Horlicks beats Snickers with its strong distribution network<br />Snickers istagged as a 4PM snack while Nutribar is tagged as anytime snack for hungry.<br />Snickers have 512cals and 27g fat while Nutribar is as low as 312cals and 7.5g fat<br />
  47. 47. Praxis Business School<br />Strategies Adopted<br />
  48. 48. Distribution<br /><ul><li>Margin : 2.75%
  49. 49. 500 units
  50. 50. 2 manufacturing units : Nabha(Punjab) & Rajmundi (AP)
  51. 51. 7 packaging Units
  52. 52. Rs. 10/carton
  53. 53. Other costs borne by company
  54. 54. Margin : 1.7%
  55. 55. Freight : 0.50
  56. 56. Feeds 10-15 Sub-Distributors
  57. 57. Supply Rural Market
  58. 58. Contributes 30-35% of sales
  59. 59. Margin : 2.75%
  60. 60. 5000 units</li></ul>Praxis Business School<br />
  61. 61. Reached masses through the radio, by Amitabh Bachchan (1960-1970)<br />Apang Opang Jhopang Campaign<br />Taller Stronger Sharper Campaign: Conducted clinical trial with 869 students in Hyderabad<br />Rural Campaigning: Video on wheel and Hut Activities<br />Endorsed by Vishwanathan Anand & Darsheel Safari <br />Wiz kids an inter school fiesta<br />Promoted by Doctors<br />Asha Project<br />Praxis Business School<br />Marketing<br />
  62. 62. Praxis Business School<br />Segmentation<br />
  63. 63. Praxis Business School<br />Market Research Analysis<br />
  64. 64. Hypothesis<br />Information Required<br />Sampling Plan<br />Data Analysis Tools<br />Questionnaire Design<br />Result & Inferences<br />Net Take Away<br />Praxis Business School<br />Market research Analysis<br />
  65. 65. Is the product segmentation strategy working for Horlicks ?<br />Attack yourself strategy<br />Widen the Cake not the Slice<br />Product Awareness<br />Praxis Business School<br />Hypothesis<br />
  66. 66. Are the consumers familiar with the uniqueness of the specific products?<br />What is the rate of consumption of different variants and also the frequency of purchase?<br />Are the variants used by targeted consumers for the specific purpose assigned?<br />Are the consumers satisfied with the product quality and do they think it as a good value for money?<br />Praxis Business School<br />Information Required<br />
  67. 67. Size : 100 Horlicks consumer families<br />Region : Kolkata<br />Pie Chart : To represent the above in a pictorial form showing the segmentation.<br />Bar Diagram : To show the difference between the core product and its variants.<br />Report : To summarise the above two pictorial tools.<br />Praxis Business School<br />Sampling Plan<br />Data Analysis Tools<br />
  68. 68. Stressed on the number of target consumers in each family<br />Product awareness based on its features<br />Purchase frequency on a monthly basis<br />Repeat purchase and the factors resulting in the same<br />Praxis Business School<br />Questionnaire Design<br />
  69. 69. Praxis Business School<br />Result <br />& <br />Inferences<br />
  70. 70. Product awareness (variants)<br />Marketing strategy of GSK for the variants of Horlicks has been successful and they have managed to widen the Horlicks umbrella.<br />Praxis Business School<br />
  71. 71. Product awareness (feature)<br />The promotion strategy of GSK has been able to convey the USP of each variants<br />Praxis Business School<br />
  72. 72. Use of variant’s<br /><ul><li>Main product Horlicks have wide acceptance among age groups
  73. 73. The attributes of each variants have found acceptance from their respective target audience
  74. 74. For Junior Horlicks the trend have stretched out to the next age group</li></ul>Praxis Business School<br />
  75. 75. Purchase frequency<br /><ul><li>The main product is purchased on regular basis
  76. 76. The variants have followed the same trend
  77. 77. The products have successfully come to the homemaker’s shopping list</li></ul>Units/month<br />Variants<br />Praxis Business School<br />
  78. 78. Consumer Feedback<br /><ul><li>Consumer Loyalty : 91%
  79. 79. Of the 4 attributes benefits and brand are the key ones that encourage consumers for the purchase of the product
  80. 80. The only exception being Chocolate Horlicks whose attribute is taste.</li></ul>Praxis Business School<br />
  81. 81. Segmentation of Horlicks has been successful.<br />Different variants are gradually making their way to become leaders in their respective segments.<br />Awareness successfully generated in the consumer mind.<br />Have successfully read the consumers and designed the variants for each group.<br />Praxis Business School<br />Net Take Away<br />
  82. 82. Praxis Business School<br />Recommendations<br />
  83. 83. Promote Milk Consumption Campaign<br />Bring back Vending Machines to the basket<br />Could attach the brand name with Sports events & Olympiads<br />Try promoting other brands with the main product line<br />Introducing ready-to-drink Horlicks sachets<br />Diversifying the usage of its different variants<br /> “Health Drink to Beverages” <br />Praxis Business School<br />
  84. 84. Praxis Business School<br />Thank You<br />

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