Strategic Brand Analysis of HORLICKS

Presented to –

Prof.Jaya Gopalakrishnan Presented By-

The “INVINCIBLE”Group-1

INTRODUCTION

Holicks a brand was established before 6 decades back in 1960.

It is owned by GlaxoSmithKline consumer health care. It’s a malted milk hot drink. It was a substitute of “Milk” as Baby Food It acquired more than 50% market share in India milk

beverage market. Initially Horlicks is claimed to promote sleep when

consumed at bedtime. In India, It is popularly known as “mother’s Horlicks”.

Some Facts• All Horlicks sold in India = 6 times length of

Great wall of China • Taller, Stronger and Sharper.• Sixth most-trusted brand in India

Brand Evolution• Initially imported from Britain.• Growth through innovation• First mover advantage.• It came as a solution to Indian market as a

health drink.• Customer made brand due to the product.

Brand Identity

Brand identity of Horlicks will be clearly defined once the following questions are answered:

What is the Horlicks particular vision and aim?

What makes it different? What need is the brand fulfilling? What is its permanent nature?

Brand identity prism

Cont……. What are its value or values? What is its field of competence? Of

legitimacy? What are the signs which make the brand

recognizable?

Positioning Horlicks

For what benefit? For whom? For what Reason? Against whom?

Horlicks Brand Extension

Product line extension without sub-brand

Extension with sub-brand.Extending the brand to related

categories.

Reasons for successful brand extension

• Fit between parent brand and brand extension.

• Parent brand conviction and parent’s brand experience.

• Retailer experience.

Brand life cycle

Why Horlicks is so successful

• Excels at delivering the benefits customers truly desired.

• Staying relevant.• Pricing strategy based on “value for money”.• Proper positioning.• Consistency.• Creating entry barriers.

Horlicks placed itself as a generalist Brand

Implementation of Brand• Through product quality• Price• By winning trust of consumer• Recommendation• Brand activation• Brand extension

Media for positioning brand

• Radio 1st preference

• Television 2nd preference

• News papers 3rd preference

• Internet 4th preference

• Magazines 5 th preference

Some important steps taken by Horlicks

• Something for everyone.• Packaging• Nourishing the brand• Adding Rural Reach• A fresh new image.• Integrated Media campaign

CONCLUSION

“Horlicks is not creating any needs just fulfilling

the needs of the consumer’s…….”

THANK YOU