Case Study

 Group - 9

Flagship brand of GlaxoSmithKline (GSK) 135-year-old brand 12 billion Brand (1200 crore brand) Horlicks is the leading Health Food Drink in India

 Different Positioning in different countries.  Western Countries  Claimed to promote sleep when consumed at bed time  Hong Kong  Marketed as café drink  Served as both hot and cold drink as desired

 South East Asia  Sold as milky-chocolate-flavoured disks in paper packets, which were then eaten as candy.  Sold in tin containers and 1.5 kg refill packs  United Kingdom  Sold in different flavors  Rebranded itself for young consumers by redesigning the packaging and publicizing its consumption at a number of trendy London venues

 India  Marketed as 'The Great Family Nourisher..  Developed new products specifically for India  Marketed as growth and alertness enhancing product for children  Made available in biscuit form  Introduced Horlicks Lite targeting old customers  Introduced Horlicks Nutribar

Horlicks malt powder in jars from India (left) and Jamaica. A jar, mug and a couple of teaspoons of Horlicks from the UK

 Old Horlicks ad aired on radio(embedded sound file)  New TVC (embedded video)

Flagship brand of GSK India’s 6 th trusted brand Developed this product keeping in mind the need for mothers to provide healthier nutritive snack to their children.

Horlicks brand was invented to substitute milk as baby food. Horlicks brand makes kids taller, smarter and sharper. Indians drink more than five million cups of Horlicks everyday Nearly half of its revenues come from Southern region

The brand currently is worth close to Rs 1,200 core, bringing in the bulk of the company’s annual turnover It enjoys more than 50% of the market. Rival brands Cadbury’s Bournvita, Heinz’s Complan, Nestle’s Milo Cadbury’s Bournvita and Heinz’s Complan both have 15 per cent share. The largest markets for Horlicks are UK, India and Malaysia

 The health food drink segment is classified into two categories - white liquid (Horlicks, Viva, Complan, Milo) and brown liquid (chocolate based drinks: Boost, Bournvita)  Since its inception Horlicks targeted only children between 6 to 16 years.  Market leader for many years  Saturation in market