1. Branding and Communication Strategies
Apart from the TVC, Horlicks is also embarking on print campaigns focusing on school magazines and children-related publication and also BTL Promotions.
It would be supported by branded stalls and merchandise at the venues for facilitating product sampling and visibility.
The company is aiming to reach out to six lakh potential customers through an on-ground activation covering 30 leading cities across India. It

2. Brand Styling
Contemporary packaging in hues of bright blue and orange.
The Horlicks visual identity has undergone a complete makeover
A unique pillow-shaped pack and contemporary visuals were introduced across the product portfolio, creating stand-out from other hot milky drinks and giving the brand a fresh new image.
New jingle with the tagline – Epang, Opang, Zapang…

3. Promotion Apart from conventional strategies Horlicks organizes
Horlicks Wizkid –
India’s largest interschool and cultural fiesta
Sms campaign
Ice Age2
Ice Age3

4. Future Strategies
GSK is contemplating to expand its Rs 12 billion flagship brand Horlicks into 8-10 new product segments over the next months
Leverage on Brand Equity
Intensive growth – use it twice/day

5. Controversies
Rival brand, Complan launched comparative advertising campaign
Targeted Newspapers from South
Low cost drink Vs Complete growth
Compared Complan with Horlicks on Ingredients, Protein Content, Protein Quality, Number of nutrients.
Horlicks launched advertising campaign to counteract Complan’s ad
Claimed that Horlicks had 24 more nutrients than Complan
Spoke about high price of Complan

6. Recommendations (Our views)
Go Rural
Sachet packets
Promotional activities for Children
Sponsor some Sport’s Competition
Use better advertisement
May use better Brand Ambassador
Better tagline for good recall
Women Horlicks only health drink in India with all micronutrients suggested by WHO
Keep away from Guerilla marketing
Keep innovating

7. Final Verdict (Our views)
Success or a Failure?
Horlicks is a SUCCESSFUL brand
Market leader-More than 50 % market share
Good Marketing and Communication Strategies
High Brand Equity
Brand loyalty- One of the loyal brands in the market.

8. Thank You