SUB: Pick up a Branded product & explain the Segmentation, Targeting, Positioning of the Product???
HORLICKS - AN INTRODUCTION
Horlicks is a name of the company and of a malted milk hot drink. It is manufactured by GlaxoSmithKline in the United Kingdom, South Africa, New Zealand, Bangladesh, Pakisthan, India and Jamaica.
Horlicks came to India with British army. British army gave them as a Diet Supplement in the time of World War 1 and then took this as a family drink. It became a sort of status symbol of upper class Indians and middle classes. In recent years, there has been an increase in the scope of the brand in India. Horlicks has become an umbrella brand for a wide variety of products. Now Horlicks is a leading health drink of India for all aged groups. SEGMENTATION & TARGETING
Horlicks introduced a wide varieties of product to india.Horlicks meant everything to everybody. It was a health drink that every one consumed. Right from small children to very elderly people
Horlicks realized this and came out with its new versions of different horlicks to different customers.Horlicks differentiated the product as follows; Horlicks Junior
It is for Pre-school children. Keeping the targeted customers in mind the packaging is cute and package has a picture of a small elephant which is very exciting for small children’s Horlicks Regular
It is for General use. Regular Horlicks is a health drink of people of all ages. The packaging is contemporary and has great visuals to attract children and the young adults.
It is special nutritional drink with 26 vital nutrients designed keeping the specific needs of the pregnant and breast feeding women. The packaging is very interesting. It is shaped like an hour’s glass Horlicks Lite and Lite bite
A nutritional drink and snack specially designed for all health conscious adults and is also suitable for use by people with diabetes. The packaging again is interesting. The horlicks lite is thin and tall.
The Horlicks proves that segmentation could very efficient way of holding on and even increasing one’s market share. What is needed is clear focus and clever innovations in adapting product and changing the needs of customers.
POSITIONING & RE-POSITIONING
It was initially introduced both a substitute & an additive to milk and it was initially positioned itself as “as food for convalescing”& a nutrient supplement for kids only. Re-Positioning
From a boring nutritional drink, GSK positioned Horlicks as “Pleasurable Nourishment” by launching it in vanilla, chocolate and honey variants.
It introduced other variants like-Jr.Horlicks, Women’s Horlicks, Mother Horlicks& Horlicks Lite to reposition itself from the children segment to other segment for consumption. Marketing Mix (4 p’s) for Horlicks
Horlicks is a widely regarded and highly respected 130-year-old brand. GSK has four brands in the health food drinks segment. Apart from Horlicks, which contributes Rs 600 crores in revenue to the consumer healthcare division, it has Boost, Maltova and Viva – the last three are much smaller brands than Horlicks. Faced with stagnating sales in the health food drinks segment, the company has chalked out an aggressive brand push strategy and a revamp for its flagship brand, Horlicks. The relaunch aims to focus on children as Horlicks was previously considered as a nourishment drink for old people. The company expects Horlicks contribution to the total turnover to be around Rs 800 crore which amounts to a major chunk of the company’s turnover. Horlicks is a nourishing malted food drink which combines the wholesome goodness of malted barley, wheat and dairy ingredients.Â For more nourishment, GlaxoSmithKline Consumer Healthcare India Ltd (GSKCH) has relaunched its flagship brand Horlicks. Â to enable consumers choose different flavours, Horlicks is now available in Regular, Chocolate, Creamy Vanilla and Honey Buzz varieties in a new...
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