This case study documents Horlicks brand's journey in Bangladesh to overcome consumer misconceptions and establish itself as a nutritional drink. It details 5 campaigns conducted over several years, each addressing deficiencies identified in the previous campaign. The campaigns emphasized communicating the scientific nutritional benefits of Horlicks and emotional appeals using mothers. This helped transition Horlicks from a perceived medicinal drink to an integrated part of daily nutrition consumed with milk. The final campaign provided more tangible evidence of Horlicks' benefits through claims of its role in 5 signs of child growth.

1. CASE STUDY:
HORLICKSA BRAND GROWING BEYOND
“TALLER. STRONGER. SHARPER”

2. PREPARED FOR:
MD. IFTEKHARUL AMIN
ASSISTANT PROFESSOR
INSTITUTE OF BUSINESS ADMINISTRATION,
UNIVERSITY OF DHAKA
PREPARED BY:
GROUP 04: IBA COCONUT CORPS
AFSARA ZAHEEN AHMED RH-24
NOUSHIN WADUD KHAN RH-58
SAJEED ALAM ZR-60
AHNAF AHMED ZR-62
BBA BATCH 20 SECTION A
INSTITUTE OF BUSINESS ADMINISTRATION,
UNIVERSITY OF DHAKA
M302
MARKETING
MANAGEMENT

3. 1. OVERVIEW
GLOBALLY ACCLAIMED MALT
BASED DRINK OPERATED BY
GLAXOSMITHKLINE
OPERATES IN OVER
9COUNTRIES ACROSS
4 CONTINENTS
INITIALLY DISTRIBUTED BY
MUTUAL GROUP BANGLADESH
GSK CONSUMER HEALTHCARE
TOOK OVER BANGLADESH OPERATIONS
IN 2008
2. FORMER BRAND POSITIONING
ORIGINALLY AIMED AT CHILDREN AGED
8 AND ABOVE
ACTUALLY CONSUMED BY ADULTS, TEENAGERS,
SENIOR CITIZENS AS A REMEDY FOR ILLNESS
OR TIREDNESS
MASSIVE
MISCONCEPTION

4. 3. RECTIFYING CONSUMER MISCONCEPTION
LACK OF MARKETING MANAGEMENT ACTIVITES
CAUSED CONSUMER
MISCONCEPTION ABOUT BRAND
PRIMARY OBJECTIVE WAS TO EDUCATE
CONSUMERSABOUT THE
ACTUAL TG & THE SCIENCE OF
CONSUMING HORLICKS
HORLICKS WAS BEHAVING
DIFFERENTLY FROM BRAND
DNA
LAUNCH OF CAMPAIGNS & MARKETING
MANAGEMENT ACTIVITIES TO REBUILD BRAND
CAMPAIGNS WITH DESIGNATED LIFE CYCLES
INTENSIVE R&D ON CONSUMER BEHAVIOR

5. 4. TIMELINE & OVERVIEW OF CAMPAIGNS
EACH CAMPAIGN DEVELOPED BASED ON DEFICIENCIES IDENTIFIED BY THE PREVIOUS ONE
CAMPAIGN 1:
TALLER,
STRONGER,
SHARPER
CAMPAIGN 2:
BERE UTHAR
DOSE, ROJ ROJ!
CAMPAIGN 3:
FOOD
EQUIVALENCE
CAMPAIGN
CAMPAIGN 4:
HORLICKS
MISHAO, DUDH ER
SHOKTI BARAO
CAMPAIGN 5:
5 SIGNS OF
GROWTH

6. 5. CAMPAIGN 1 –”TALLER, STRONGER, SHARPER”
OBJECTIVES:
 COMMUNICATE ACTUAL VALUE TO
END CONSUMERS AND BUYERS
 REAFFIRMINGBRAND POSITIONING
TARGET:
 CHILDREN AGED 8 & ABOVE
 PARENTS (PURCHASE DECISION MAKERS)
IMPLEMENTATION:
 COMMUNICATING THE SCIENCE:
 SUPPLEMENTING SCIENTIFIC CLAIMS OF
GROWING TALLER, STRONGER & SHARPER ON
BRAND MESSAGE & PROMOTIONAL TOOLS
 COMMUNICATING THE EMOTION:
 INTRODUCING HORLICKS AS A FUN DRINK FOR
CHILDREN – JINGLES LIKE EPANG, OPANG,
JHAPANG! & CHILDREN ORIENTED PROMOTION
 RELATING TO MOTHERS BY INTRODUCING BHABIS
IN COMMERCIALS AS AMBASSADORS
TOOLS:
 ATL CAMPAIGNS
 TVCs
 BILLBOARDS
 NEW BRAND MESSAGE
PROBLEM:
 MISCONCEPTION ABOUT BRAND & THE
PRODUCT VALUES

7. 6. CAMPAIGN 2 –”BERE UTHAR DOSE, ROJ ROJ”
OBJECTIVE:
 INTEGRATE HORLICKS AS A NECESSARY
DAILY NUTRITIONAL COMPONENT
TARGET:
 CHILDREN AGED 8 & ABOVE
 MOTHERS (PURCHASE DECISION MAKERS)
IMPLEMENTATION:
 COMMUNICATING THE SCIENCE:
 SUPPLEMENTING SCIENTIFIC CLAIMS OF CHILD
GROWTH AND DEVELOPMENT
 COMMUNICATING THE EMOTION:
 EMOTIONAL APPEAL TO MOTHERS BY
INTRODUCING BHABIS IN COMMERCIALS AS
CONCERNED AND COMPETITIVE AMBASSADORS
OF THE BEST CHILD CARE
TOOLS:
 ATL CAMPAIGNS
 TVCs
 BILLBOARDS
 CHANGE IN PACKAGING – FROM GLASS TO PLASTIC
JARS
 MODIFIED BRAND MESSAGE
PROBLEM:
 HORLICKS CONSUMPTION WAS STILL EXCLUSIVE AND
NOT PART OF NUTRITIONAL LIFESTYLE

8. 7. CAMPAIGN 3 –”THE FOOD EQUIVALENCE CAMPAIGN”
OBJECTIVE:
 JUSTIFY NUTRITIONAL DENSITY &
IMPORTANCE OF HORLICKS
TARGET:
 CHILDREN AGED 8 & ABOVE
 MOTHERS (PURCHASE DECISION MAKERS)
IMPLEMENTATION:
 COMPARING NUTRITIONAL VALUES:
 COMPARING THE NUTRITIONAL VALUE FROM A
GLASS OF HORLICKS WITH EQUIVALENT NUTRITION
OBTAINED FROM FRUIT, VEGETABLES AND OTHER
DIETARY COMPONENTS OF A BALANCED MEAL.
 SCIENTIFICALLY JUSTIFYING NUTRITIONAL INTAKE
FROM HORLICKS AS A REASONABLE SUBSTITUTE
FOR THE INTAKE OF DIETARY COMPONENTS
TOOLS:
 360 DEGREE CAMPAIGN
 TVCs
 MODIFIED PACKAGING TO INCLUDE NUTRITIONAL
DATA
 VISUAL DISPLAYS (CUTOUTS AND PRINT MEDIA) AT
GROCERY STORES
PROBLEM:
 HORLICKS WAS STILL NOT CONSIDERED PART OF
A REGULAR MEAL

9. 8. CAMPAIGN 4 –”HORLICKS MISHAO, DUDH ER SHOKTI BARAO”
OBJECTIVE:
 CONVINCE THAT HORICKS ADDS
NUTRITIONAL VALUE TO MILK
TARGET:
 CHILDREN AGED 8 & ABOVE
 MOTHERS (PURCHASE DECISION MAKERS)
TOOLS:
 ATL
 PRINT MEDIA
PROBLEM:
 HORLICKS WAS STILL A PART TIME DRINK
IMPLEMENTATION:
 COMMUNICATING THE SCIENCE:
 SUPPLEMENTING SCIENTIFIC CLAIMS OF HOW
HORLICKS INCREASES THE NUTRITIONAL VALUE OF
MILK
 COMMUNICATING THE EMOTION:
 EMOTIONAL APPEAL TO MOTHERS BY
INTRODUCING BHABIS IN COMMERCIALS AS
CONCERNED AND COMPETITIVE AMBASSADORS
OF THE BEST CHILD CARE

10. 9. CAMPAIGN 5 –”5 SIGNS OF GROWTH”
OBJECTIVE:
 STRENGTHEN & MODIFY THE
SCIENTIFIC CLAIMS OF HORLICKS
TARGET:
 CHILDREN AGED 8 & ABOVE
 MOTHERS (PURCHASE DECISION MAKERS)
PROBLEM:
 CONSUMERS REQUIRED TANGIBLE EVIDENCE OF
THE BENEFITS OF HORLICKS
IMPLEMENTATION:
 COMMUNICATING THE SCIENCE:
 SUPPLEMENTING SCIENTIFIC CLAIMS OF HOW
HORLICKS INCREASES THE NUTRITIONAL VALUE OF
MILK THROUGH MORE TANGIBLE CLAIMS
 COMMUNICATING THE EMOTION:
 COMPETING MOTHERS OR BHABIS STILL USED AS
INFLUENCES AND AMBASSADORS IN
PROMOTIONAL MEDIA
TOOLS:
 ATL CAMPAIGNS
 TVCs
 BILLBOARDS
 MODIFIED PRODUCT PACKAGING
 PRINT MEDIA
 VISUAL DISPLAYS (CUTOUTS AND PRINT MEDIA) AT
GROCERY STORES
 NEW BRAND MESSAGE

11. THANK
YOU