Brand Profile: Horlicks
Product Category: It’s a malted milk hot drink.Horlicks offers three varieties Junior Horlicks, Horlicks for Women, Horlicks Lite. Primary ingredients: It is known as ‘The Great Family Nourisher’.it offers pleasurable nourishment with its delicious range of flavours including Vanilla, Toffee, Elaichi and Chocolate.
History: Holicks a brand established before 6 decades back in 1960 Two Chicago, US-based brothers, James and William Horlick first patented the malt-based milk drink as baby food. Now It is owned by GlaxoSmithKline consumer health care. It is manufactured by GlaxoSmithKline in the United Kingdom, South Africa, New Zealand, Bangladesh, India, Pakistan and Jamaica, and under license in the Philippines and Malaysia. It is a substitute of “Milk” as Baby Food It acquired more than 30% market share in Bangladesh milk beverage market. Initially Horlicks is claimed to promote sleep when consumed at bedtime.
One of the main reasons why Horlicks has dominated the market is because of constant innovation not only in products but also in marketing strategies. In 2003 the brand was relaunched to make it more tastier and launched two new flavours-vanilla and honey. The company has earlier launched a chocolate flavour to try and win over fans who prefer chocolate flavored drinks. The company also succeeds in extracting the price from customers. GSK Consumer HealthCare has decided to use the brand to get into new categories. In last few months it has launched biscuits for children, a new drink for women, an energy bar and chilled milk.GSK is fully utilizing its strong brand equity of Horlicks to promote its products and is currently trusted brand. The brand is claiming to have 11 nutrients. Globally, functional foods have become a high growth market because of the health and convenience factors. Communication message of Horlicks:
“Taller Stronger, Sharper “ Horlicks carried out a programme titled “Horlicks School Activity 2009” at 100 schools in Dhaka and Chittagong recently, says a press release.
The key message that was given through this activity was “Taking Horlicks everyday helps kids become taller, stronger and sharper. Drink two glasses of Horlicks everyday and see it by yourself.” 01.Brand Association
Promotion: With attractive Television, radio and newspaper Commercials, it Organize nationwide program like Horlicks-Junior Bangladesh. And in Secondary level exams Horlicks promotes suggestion for School kids with the help of renowned school teachers. Campaign: “Taller Stronger, Sharper “The key message that was given through this activity was “Taking Horlicks everyday helps kids become taller, stronger and sharper. Product Focus: Benefit of 26 vital nutrients.
Distribution coverage: Through more than 50 thousands retail outlets including the chain super store Meena Bazar, Agora, Sopno etc.
Horlicks in its category -malted milk hot drink has many competitors. But close competitors are Complan, Born vita, Ovaltine, Milo. In Bangladesh’s Milk beverages market
Brand Market Share
Complan,Bourn Vita,Dano etc.
03.Customer based brand equity (CBBE) model and Horlicks
1. Identity- Who are you?
І. Depth of brand awareness
a. Ease of recognition & recall: who don’t prefer drinking tea or coffee or plain milk; prefer having milk with some health drink mixed with it. Whenever think of health drinks, the first name which comes to mind is Horlicks. Specifically ask for Horlicks when anyone thinks of buying a health drink. b. Strength & clarity of category membership: Horlicks offers three varieties Junior...