2. Praxis Business School Agenda Brand Overview Positioning and Repositioning Competitor Analysis Strategies Adopted Distribution Marketing Segmentation Market Research Analysis Recommendations
4. 135 year old brand 1865 : William and James Horlicks started the company 1945 : Company acquired by British Horlicks business 2000 : Glaxo and Smithkline merger Constantly involved in Line extension and brand extension The brand commands above 50% market share in 1300cr Indian Health Drink industry It is dominating the Rs 2,200-crore malted food drinks (MFD) market. Praxis Business School Evolution
5. Horlicks was first invented to substitute milk as baby food The brand has been endorsed by Amitabh Bachchan on the radio(1960-70), Vishwanathan Anand Biggest market is India 6th most trusted brand in India (AC Nelson) Praxis Business School Facts
39. Initial positioning : Malted milk drink to promote sleep Repositioned in 2003 in India : Nutritional drink to “pleasurable nourishment” New Logo : `Now Proven - Taller, Stronger, Sharper.' Junior Horlicks was positioned as a product exclusively for children Women’s Horlicks Repositioned as Mother’s Horlicks (2004) & again as Women’s Horlicks (2008) Horlicks Nutribar positioned on the twin planks of health and convenience. Repositioned Maltova (2002 & 2004) Praxis Business School
42. Acquired from Jagatjit Industries Horlicks beats them with a superior Supply Chain Network Acquired them to consolidate market share Praxis Business School Acquisitions
43. Heinz Complan is its nearest competitor. Horlicks has always been able to price itself lesser than the competition. Horlicks attracts consumers via consumer centric packaging. Horlicks came out with various flavours, which has ensured its current market position. Horlicks vs Complan Praxis Business School
45. “Cadbury” Bournvita Brown Powder & Milk Additive Strong presence overall Praxis Business School Horlicks vs. Bournvita
46. Praxis Business School Horlicks Foodles vs. Nestle Maggi Entered into the 1000 crore instant noodle market with market leader Nestle Maggi having 90% market share It has gone past the other small players like Nissin Foods Top Ramen, Future Groups Tasty Treat etc. Horlicks Nutribar vs. Mars Snickers Horlicks beats Snickers with its strong distribution network Snickers istagged as a 4PM snack while Nutribar is tagged as anytime snack for hungry. Snickers have 512cals and 27g fat while Nutribar is as low as 312cals and 7.5g fat
61. Reached masses through the radio, by Amitabh Bachchan (1960-1970) Apang Opang Jhopang Campaign Taller Stronger Sharper Campaign: Conducted clinical trial with 869 students in Hyderabad Rural Campaigning: Video on wheel and Hut Activities Endorsed by Vishwanathan Anand & Darsheel Safari Wiz kids an inter school fiesta Promoted by Doctors Asha Project Praxis Business School Marketing
64. Hypothesis Information Required Sampling Plan Data Analysis Tools Questionnaire Design Result & Inferences Net Take Away Praxis Business School Market research Analysis
65. Is the product segmentation strategy working for Horlicks ? Attack yourself strategy Widen the Cake not the Slice Product Awareness Praxis Business School Hypothesis
66. Are the consumers familiar with the uniqueness of the specific products? What is the rate of consumption of different variants and also the frequency of purchase? Are the variants used by targeted consumers for the specific purpose assigned? Are the consumers satisfied with the product quality and do they think it as a good value for money? Praxis Business School Information Required
67. Size : 100 Horlicks consumer families Region : Kolkata Pie Chart : To represent the above in a pictorial form showing the segmentation. Bar Diagram : To show the difference between the core product and its variants. Report : To summarise the above two pictorial tools. Praxis Business School Sampling Plan Data Analysis Tools
68. Stressed on the number of target consumers in each family Product awareness based on its features Purchase frequency on a monthly basis Repeat purchase and the factors resulting in the same Praxis Business School Questionnaire Design
70. Product awareness (variants) Marketing strategy of GSK for the variants of Horlicks has been successful and they have managed to widen the Horlicks umbrella. Praxis Business School
71. Product awareness (feature) The promotion strategy of GSK has been able to convey the USP of each variants Praxis Business School
72.
73. The attributes of each variants have found acceptance from their respective target audience
74. For Junior Horlicks the trend have stretched out to the next age groupPraxis Business School
77. The products have successfully come to the homemaker’s shopping listUnits/month Variants Praxis Business School
78.
79. Of the 4 attributes benefits and brand are the key ones that encourage consumers for the purchase of the product
80. The only exception being Chocolate Horlicks whose attribute is taste.Praxis Business School
81. Segmentation of Horlicks has been successful. Different variants are gradually making their way to become leaders in their respective segments. Awareness successfully generated in the consumer mind. Have successfully read the consumers and designed the variants for each group. Praxis Business School Net Take Away
83. Promote Milk Consumption Campaign Bring back Vending Machines to the basket Could attach the brand name with Sports events & Olympiads Try promoting other brands with the main product line Introducing ready-to-drink Horlicks sachets Diversifying the usage of its different variants “Health Drink to Beverages” Praxis Business School
