case study. group - 9 flagship brand of glaxosmithkline (gsk) 135-year-old brand 12 billion brand...
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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 timeHong 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
Flagship brand of GSK
India’s 6th 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