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

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…

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

Future Strategies GSK is contemplating to expand its Rs 12 billion flagship brand Horlicks into 8-10 new product segments over the next 12-18 months Leverage on Brand Equity Intensive growth – use it twice/day

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

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

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.

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