Women Horlicks - Brand Extension Analysis

1. For Confident, Health Conscious,
Multi-tasking Women
Submitted by -
NIKITA GOENKA | PGP30324

2. Health and Wellness Foods market is
estimated at 10,000 crores
AND EXPECTED TO GROW TO
55,000 CRORES
AT A CAGR OF 33%
FSSA – Food Safety And Standards Act,
2006 (India)

3. India is world’s largest malt-based
drinks market
WITH SHARE OF ALMOST 22%
IN THE WORLD’S TOTAL RETAIL
VOLUME
WHITE POWDERS
~
65%
BROWN POWDERS
~
35%

4. Horlicks, Boost
32Bournvita
140Complan
BRANDS COMPANY
GSK - CH
MONDELEZ
CSD
HEINZ
B O O S T
1 2 6
H O R L I C K S
1 5 2
COMPLAN
174
B O URN VITA
3 1 2
BRAND TRUST RATINGS
by Trust Research Advisory in 2013

5. •
Consumer Health global market leader through JV with Novartis
L ARGEST PL AYER
IN HEALTH FOOD DRINKS
CATEGORY IN INDIA
GSK/
Novartis
Bayer/
Merck &
Co
Johnson
&
Johnson
Inc
Pitzer
Inc
Sanofi Reckitt
Benckiser
Procter n
Gamble
( Rs 5,500-crore category with growth of about 5 - 6%)
Global CH leaders by Retail Value Sales based on 2013 data

6. GSK CH
CONSTITUTES
20%
OF GROUP’S
REVENUE
India Turnover figures in Mn £
TURNOVER
EXPANDS
BY 2%
GLOBALLY
UK-BASED
COMPANY WITH
72.5% STAKE IN ITS
INDIAN UNIT
GSK CONSUMER
HEALTHCAREIn Rs. Million
NET SALES
48,685.8
NET PROFIT
6,747.6
International Pharmaceutical Giant

7. Designed to
Improve the
quality of human
life
by enabling people to
• D o m o r e
• F e e l b e t t e r
• L i v e l o n g e r

8. A INR 3,000-crore brand LEADING Health Food
drink category with 4 6 . 2 % market share.
1
2
G R O W T H
D R I V E R
M A LT
D R I N K S
M A R K E T
Launched in 1873

9. India's first health drink designed
specifically for
women's nutritional needs
RECOMMENDED BY
WORLD HEALTH
ORGANIZATION
(WHO)
FORMULATED
COMBINING SCIENTIFIC
KNOWLEDGE &
EXPERTISE

10. Company witnessed
continuous growth of
more than 17% in the years
post introduction
Blockbuster product,
Growing at
60%-65% per year.

11. PRODUCT
• Quick and Easy to mix
T W O F L A V O R S –
C H O C O L A T E
& C A R A M E L
• Formulated with ion, calcium, folate & other vital nutrients
• Low Fat; No added Sugar
• A wholesome and natural combination of malt, wheat & milk

12. PRICE
• Available in a 400 gm jar, which costs Rs. 280
T W O F L A V O R S –
C H O C O L A T E
& C A R A M E L
• Overpriced in comparison to traditional Horlicks
• While traditional Horlicks is priced at Rs. 215 for 500 gm
• Priced keeping in mind the income of targeted urban women

13. PLACE
• Use of already in place excellent distribution system
H E A D Q U A R T E R A T
N A B H A ( P U N J A B )
• Available at supermarkets, retail stores & medical shops
• Usually relegated to bottom shelf, resulting in minimal visibility
• Manufacturing - Balagarh, Sonapet;
Packaging - Solan, Secunderabad

14. PROMOTION
• Direct marketing and consumer activation
T W O F L A V O R S –
C H O C O L A T E
& C A R A M E L
• Doctor engagement program
• Digital Marketing
• Print media advertising

15. Junior
Regular
Women’s
Lite
For little, preschool children
For general use; clinically-
backed claim of making kids
taller, stronger and sharper
For contemporary working
woman, promising blood &
bone health
For 40+ adult to build
strength & stamina; for
diabetic people
Mother's For pregnant and lactating
women
Objective is to cater to the needs of all the age groups.

16. HEALTH CONSCIOUS
URBAN WOMENDEMOGRAPHICS
TARGETED SPECIFICALLY AT THE MODERN HEALTH
CONSCIOUS URBAN WORKING WOMAN
Women of the age
group of 19 to 50
years, at various
phases of a
woman’s life:
Adolescent > young
>adult
Women who are
not able to take
care of health and
daily requirement
of iron, calcium,
folate and vitamins
B2, B6, B12, and
C2.
Urban working
women leading
hectic lives,
focusing both on
career as well as
family in metros
and mini-metros

17. Be the ‘YOU’
you always
wanted to
be

18. Image Image Image
BOURNVITA COMPLAN BOOST
MONDELEZ HEINZ GSKCH
P h y s i c a l
E n e r g y &
E n d u r a n c e
S t r o n g e r
b o n e s &
M u s c l e s
E n e r g i z e r
f o r d a i l y
s p o r t s
46%
16%
14%
12%
1%
11%
Horlicks Bournvita Complan Boost Maltova Others
MARKET LEADER

19. BRANDSTRENGTH(DifferentiationandRelevance)
BRAND STATURE (Esteem and Knowledge)
Curiosity
Indifference
Commitment
Fatigue
MALTOVA
DANONE
PEDIASURE
MINUTE MAID
TROPICANA
REAL
BOURNVITA
HORLICKS
COMPLAN
BOOST

20. POP
POP
POD
POP
POD
HORLICKS BOURNVITA COMPLAN BOOST
C O M PA N Y GSKCH MONDELEZ HEINZ GSKCH
M O T T O
R e l i v e t h e
s p i r i t , S t a y
s t r o n g
P h y s i c a l
E n e r g y &
E n d u r a n c e
S t r o n g e r
b o n e s &
M u s c l e s
E n e r g i z e r
f o r d a i l y
s p o r t s
B A S E M A LT C O C O A M A LT C O C O A
N U T R I E N T S M E D I U M M E D I U M H I G H M E D I U M
TA R G E T
C U S T O M E R W O M E N K I D S K I D S K I D S
NUT RI ENT BASED HEALT H DRI NK FOR AL L ROUND GROWT H

21. IN ORDER TO HIGHLIGHT ITS NUTRITIONAL
ASPECT, GSKCH IS PROMOTING WOMEN
HORLICKS THROUGH TRADITIONAL
PRINT AND TELEVISION MEDIA
BRANDING IN
REGIONAL TONGUE

22. EMOTIONAL APPEAL OF THE BRAND
BY PROMOTING WOMEN RELATED
EVENTS BY HIGHLIGHTING –
“ YOU ARE SPECIAL “
BRANDING IN
REGIONAL TONGUE

23. https://www.youtube.com/watch?v=alYyeooLZQE
SUPPORT OF PROFESSIONALS IN THE MEDICAL
FIELD
The core strategy lies in grabbing
the mind space of the consumers.
The company reaches out to
PHYSICIANS, DIETICIANS &
NUTRITIONISTS to educate them
about the product.
This in turn, leads to an official
or at the very least, unofficial, product
endorsement by these professionals.

24. THINK ABOUT BONE HEALTH.
THINK ABOUT WOMEN'S HORLICKS.
Up to 1 in 2 women in India
are at the risk of
Low Bone Mineral Density!
Women's Horlicks has 100% RDA of Calcium, and
Vitamin D. Calcium and Vitamin D which are
IMPORTANT FOR MAINTAINING
BONE HEALTH.
https://www.youtube.com/watch?v=K-KePAX_WPk

25. BONE DENSITY TEST
Bone density starts reducing
after the age of 30.
Women's Horlicks has specialized HEMOCAL nutrients
including 100% RDA of Calcium that's
important for maintaining bone strength.
https://www.youtube.com/watch?v=tVey5MuBce4
Make an informed choice about
your bone health.
Start with Women's Horlicks!

26. https://www.youtube.com/watch?v=vWvolkt-FH4
FOCUS ON RESONATION WITH THE
WORKING WOMEN
KONKANA SEN SHARMA was selected as
the face of the urban Indian woman of today,
balancing career and home, a choice sure to
resonate with most women.
This, combined with the baseline,
"Because your body needs
you too!",
starkly elegant in its very simplicity, captures the
essence of the desired brand image.

31. S A L I E N C E
PERFORMANCE IMAGERY
FEELINGJUDGEMENT
RESONANCE
3. RESPONSE
What about you ?
4. RELATIONSHIPS
What about you & me ?
2. MEANING
What are you ?
1. IDENTITY
Who are you ?

32. S A L I E N C E
• The main objective of the company is to be
the G R E AT FA M I LY N O U R I S H E R
1.
• The depth of B R A N D AWA R E N ES S is
strong as the brand exhibits high top-of-
mind recall among consumers
• STA RT E D OV E R 1 0 0 Y EA RS AG O
to produce nourishing health drinks which
are consumed across all ages

33. S A L I E N C E
PERFORMANCE
2.1
• VA R I E T Y - extended into varied food
categories – biscuits, noodles, snacks,
breakfast option and even flavored milk.
• ST Y L E & D ES I G N - successfully launched
variants at different points in time providing
flavour innovations and value-added benefits
• R E L I A B I L I T Y - invested at every critical juncture
in the brand and its nutrition profile backing it with
proof of science
• P R I M A RY C H A R AC T E R I ST I C S - traditional
malty favorite drink, filled with nourishing goodness.

34. S A L I E N C E
PERFORMANCE IMAGERY
2.2
• U S E R P RO F I L E - brand image has changed from
a fuddyduddy, boring health drink recommended by
doctors to something that is nourishing, and enjoyable
• P U RC H A S ES & U SAG ES - designed to target
mothers, and gradually, shifted to develop a connect
with kids
• C O M M I T M E N T – Identified, created and
fast tracked sub-segments to warranty no
obvious gaps for other players
• S O C I A L A P P ROVA L - pitches itself as
a brand for the Entire family, who fulfills
nutrition requirements of everyone

35. S A L I E N C E
PERFORMANCE
JUDGEMENT
IMAGERY
3.1
• C O N S I D E R AT I O N – keeping in mind the
unique needs of customers, it came forward as
a bold brand that was ready to try new
products and introduce risk by extending its
existing core values into new product lines.
• C R E D I B I L I T Y - experience in
science based nutritional products
• S U P E R I O R I T Y - not just recommended by
doctors but is nourishable and enjoyable too.

36. S A L I E N C E
PERFORMANCE IMAGERY
JUDGEMENT FEELING
3.2
• WA R M T H - spread the goodness of healthy
living
• S EC U R I T Y – products with trustworthy
nutrition profile, backing it with proof of science
• F U N – positioned as a nourishing, yes, but
also tasty brand; enjoyable by children

37. S A L I E N C E
PERFORMANCE IMAGERY
JUDGEMENT FEELING
RESONANCE
4.
• LOYA LT Y - binds all its products
together is their positioning – health, a
word synonymous with Horlicks.
T H E G R EAT FA M I LY N O U R I S H E R
P L EA S U R A B L E N O U R I S H M E N T
• AT TAC H M E N T - Horlicks is a symbol
of strength, power and nutrition in India

38. India's first health
drink designed
specifically for
women's nutritional
needs
Its major
competitors are
Bournvita, Complan
and Boost
“Make an informed
choice about your
bone health”
The promotional strategy involves reaching out to
physicians, dieticians & nutritionists,
leveraging on proof of science – GlaxoSmithKline (parent company)
Its targeted explicitly
at the modern
health conscious
urban working
woman
capture the essence
of the desired brand
image among
women
"Because your body
needs you too!”

39. Thank you !!
• http://tejas.iimb.ac.in/articles/29.php
• http://www.afaqs.com/news/company_briefs/index.html?id=28339_GlaxoSmithKline-
Consumer-Healthcare-Launches-Women%92s-Horlicks
• http://www.geekfundas.com/resources/3012-Review-Women-s-horlicks-Ingredients-
benefits.aspx
• http://www.oneindia.com/2008/02/02/horlicks-launches-special-health-drink-for-
working-women-1201946542.html
• http://www.horlicksnutritionacademy.com/TabId/80/ProductId/56/Product-details.aspx

40. PGP Batch of 2014-16
These slides were created as part of a MBA course
“Brand Management”
(www.MBASkills.IN)
taught by Prof. Sameer Mathur
Nikita Goenka PGP30324