This document analyzes the market for Horlicks, a health drink produced by GSK. It conducts a SWOT analysis of Horlicks and its competitors. A survey of 120 individuals found that Horlicks has the highest market share overall, though it is losing some ground among younger consumers. The document recommends that GSK enhance Horlicks' sales through promotions and build its brand among children to maintain its leadership position amid increasing competition.

1. A video

2. Amitrajit Sett
Priyak
Purakayastha
Rudranil Dutta
Saurabh Agrawal
Shobhit Pareek
A MARKET ANALYSIS OF

3. Overview
• Why GSK and Horlicks?
• SWOT Analysis of Horlicks and GSK
• Horlicks – Competitors’ Analysis
• Survey – Statistics
• Parameters
• Analysis
• Deductions
• Limitations of the survey
• Future Scope of the study
• Recommendations
• Conclusion

4. Why GSK?
• GSK – an established international brand in a 1200 Cr malted
beverage segment
• Diversity - Brands in major segments all over the world
• Appeals to almost everyone in the ‘Great Indian Family’
• Reinforcement the brand despite a decline some time back
• Promotion of the latest trends in the industry
• Focus on health drinks as an important intake for family
members

5. Why Horlicks?
• Horlicks is the market leader in the HD segment in India
• High number of variants and flavors
• Provides complete nutrition to children, women, old people and
thus caters to various sub classes of people
• Horlicks is sold in a number of countries across the world
• Innovator in advertisements and promotional campaigns

6. SWOT Analysis

7. Horlicks
S
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W
O

8. GSK
S
T
W
O

9. Competitors’ Analysis

13. The Survey

14. Statistics
•Mailing out questionnaires to 300 students and professionals.
•120 replied back (40.0%)
•The survey was online and thus represents the choices of the
users who have access to the internet.
•The survey consisted of 13 objective questions of multiple
choices. Users had to mark their choices in the questionnaire.

15. Parameters

16. Age - Below 10 years
• Mothers take decisions for the
children in this category
• Sales of this category is equally
distributed among the top brands
• Complete A-Z nutrition which
attracted the attention of
consumers in this category
• No special variant for this range

17. 10-20 years
• Bournvita enjoy the best market
share.
• Horlicks and Complan enjoy a
comparative market share
• Again, majority of children take
a health drink as their daily
supplements
• Horlicks’ campaign of “Badlo
Apne Bachpan Ka Size” aligns to
the consumers
• The drink in new variants such
as chocolate, vanilla and honey
attracted to the children

18. 20-45 years
• Most of the people in this group
don’t consume health drinks and
hence ‘none’ has maximum share
• Horlicks is second in market share
• the stressed out bodies of
consumers need some health drink
to take care of
• Horlicks Lite and Horlicks for
pregnancy are exactly catered for
this age group
• Mother's Horlicks is a superior
nutritional brand which also focused
on this category

19. Above 45 years
• Most of the people in this
group don’t consume health
drinks
• ‘none’ has maximum share
• The people of this group are
generally prone to diseases of
osteoporosis and cholesterol
levels
• Horlicks Lite works perfectly
for them

20. Product Taste
• Bournvita dominates the market
with the largest chunk of the pie
• Bournvita comes only in the
chocolate version and hence it is
immensely popular
• Vanilla is also in vogue because
some people love the natural and
old taste
• Horlicks with its newer drinks,
more varied in taste is rising up in
this ladder

21. Value For Price
• Horlicks leads the market in the
chart
• Horlicks is relatively less costly
and this makes it the leader in this
head
• Bournvita’s high cost pushes it
down the rack because it provides
almost similar value
• Others share a great deal in this
pie due to cheap prices

22. Advertisement Campaign
• Boost is the leader in this category
• Horlicks, Complan and Bournvita
follow next in that order
• Boost leads due to brand
ambassadors like Sachin, Sehwag
and Dhoni
• Horlicks was close second as it
appealed mostly to Housewives
• The “taller, stronger, sharper”
campaign was more popular among
the kids

23. Parameters Horlicks Bournvita Complan Boost Others
Age group(below 10) 1 2 3 4 5
Age group(10-20) 2 1 3 4 5
Age group(20-45) 1 2 2 5 4
Age group(above 45) 1 4 2 5 3
Product taste 4 1 3 2 5
Value for price 1 3 2 4 5
Advertisement cmpn 2 4 3 1 5
Score 12 17 18 25 32
From the above table, it is clearly shown that Horlicks is the best
product among all of them.
Analysis
Rating: 1 to 5 where 1 is the best and 5 is the worst
Score: the overall sum of all the ratings of the parameters for the product

24. Deductions
• A thorough analysis of the study, helps us understand the
consumers changing preferences
• Horlicks still enjoy the status of favorite drink among its
consumers but its rivals are giving it tough competition
• Horlicks is losing some ground among the young generation
especially in age group of 10-20
• House wives and mothers still prefer Horlicks over other
brands for their children
• Price though a factor but was considered as a secondary one
• People about the age group of 60 years prefer Horlicks mainly
due to the lack of competition by the rivals

25. Limitations of the survey
• Survey population was scattered and so we did not get a
uniform distribution
• Sample population size was less since only 40% of the
population approached filled up the questionnaire
• Moreover, an online survey does not give a fairly accurate
information
•

26. Future scope of the study
• Incorporation of consumer behavior due to its constant change
with rapid increase in competition
• Consideration of various strategic models in competitor
analysis
• Survey should encompass the dynamic change in marketing
environment
• Need of increase of exhaustiveness of the survey with respect
to questionnaire and sample population size

27. Recommendations
• The sale for Horlicks can be enhanced by having various
freebies offers where a kid can be attracted to the product
• Special discounts can be given on purchase of more than one
Horlicks, thus attracting women
• Building of brand among children at young age thus getting
Horlicks into their food habits
• The company should beware of negative publicity

28. Conclusion
• GSK-CH has diversified in various segments of its consumer
base
• The Company is working towards sustaining the momentum in
the current and upcoming year
• Horlicks is the market leader with wide distribution network
and huge consumer base
• Horlicks offer wide range of products to its consumers with
focus and research and development
• GSK revenue is dependent too much on sale of Horlicks
• Horlicks is facing competition from Complan and other new
products launched by the various new entrants in the segment

29. Bibliography
• www.infoindia.com
• www.financialexpress.com
• www.wikipedia.com
• www.gsk-ch.in
• www.google.com
• www.motherhorlicks.com
• www.juniorhorlicks.com