Horlicks is a 130-year-old brand in India that holds the largest market share in the health food drink category. It offers various products like Horlicks, Junior Horlicks, and Woman's Horlicks targeted at different age groups. As part of its marketing mix, Horlicks uses competitive pricing and promotes its products through various channels like TV, print ads, and events. It has a strong distribution network across India. Horlicks focuses its segmentation strategy on factors like age, gender, and geography to target audiences.

1. Marketing
strategy of
Horlicks
Source of information -
Ukessays.com
www.marketing91.com
Submitted by
Esha Kawatra Dhingra

2. Horlicks, a highly regarded 130-year-old brand
deals in food drinks from malted milk. It
enjoys the status of ‘Most trusted Drinks
Brand’ (Economics Times Survey, 2004) in India,
and has captured more than half of the
Health Food Drink market. It is currently the
most widely consumed packaged beverage
in India, after bottled water.
ABOUT
HORLICKS

3. MARKETING
MIX OF
HORLICKS
Horlicks is essentially a nourishing
malted food drink, developed
scientifically, which combines the
wholesome goodness of malted barley,
wheat and dairy ingredients. It is
available in variety of flavours to
choose from like Regular, Chocolate,
Creamy Vanilla and Honey.
Product

4. Horlicks targeted different age groups with
its varients like Junior Horlicks, Horlicks ninja,
Horlicks lite, Woman’s Horlicks, Regular Horlicks
and Mother’s Horlicks.
Other products in Horlicks portfolio are Horlicks
biscuits, HorlicksFoodles, Horlicks Nutribic Diabetes
Biscuits, Horlicks corn flex biscuits and cookies and
Horlicks NutribicDigestive Biscuits.
Product
Variants
Other Offerings

5. Horlicks adotps a competitive pricing
strategy where customers do not have to
make any sacrifice in budget against the
competitive brands.
As the nutritional capacity of drink is
high, consumers are assured to get value
for their money and hence do not
hesitate to make their final purchase
decision.
Pricing

6. Horlicks promoted through Banners and
Hoardings, TV/Radio Ads and Print ads
in Urban areas and Video on Wheels
(Magic shows) were employed for
promotions in rural areas.
Brand organized seminars, fests in schools
malls and showrooms to increase brand
awareness.
Promotion

7. In 2008, Chocolate Horlicks was
promoted by associating with the
blockbuster movie “SPIDERMAN 3”.
Some of the celebrities associated
with Horlicks are Vidya Balan and
child actor Darsheel Safari.
Promotion

8. It has a strong marketing network in India
comprising over 1800 wholesalers and
direct coverage of over 4,00,000 retail
outlets.
Place

9. Grographical Segmetation
Segmentation Milk-deficient South and East preferred
white liquid powders (Horlicks, Viva, and
Complan) as the drink could be prepared with
hot water.
Horlicks has Very strong presence in South and
East.

10. Segmetation is based on age group
Junior Horlicks- For pre-school kids which
has cute packaging with an elephant
character on the bottle.
Horlicks regular – For general use. Regular
Horlicks is the health drink for people of all
ages.
DEMOGRAPHIC SEGMENTATION

11. A is special nutritional drink for pregnant and
breast feeding women. The packaging is very
interesting – it is cleaverly shaped like an hour’s
glass.of body
Women's Horlicks
Horlicks Lite
For health conscious adults and people with
diabetes. Aptly packed in thin and tall bottle.

12. Horlicks mainly focuses on age group of
10-14 years, urban dwelling kids from
middle class families.
Targeting
The focus of Junior Horlicks is on pre
schooleing kids between one and three.

13. Initially introduced as a milk additive and
supplement, Horlicks repositioned itself as
pleasurable drink in 2003 with the launch of
varities of flavours
Horlicks has new positioning strategy with
logo Taller, sharper, and stronger
communicated through its promos.
Positioning

14. Thank You