Horlicks India a Discussion Guide

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A Report & Discussion Guide

On HORLICKS

FOR HORLICKS, OATS ISN'T JUST ABOUT THE HEART

Submitted by Group4

MBA Part Time (2011 - 2014) Amit Kumar (56) Rohit Bansal (90) Vijay Kumar (102) Vikas Pandey (103) Vishal Jawa (104) Vivek Mittel (105)

Marketing Management
A Report & Discussion Guide On Horlicks

Contents

1. 2. 3. 4. 5. 6. 7. 8.

CONTENTS.......................................................................................................................................... 1 MISSION AND VISION, BRAND EVOLUTION .............................................................................. 2 HORLICKS BRAND POSITIONING ................................................................................................ 3 BRANDING BY LOGO ....................................................................................................................... 4 HORLICKS PRODUCT DESIGN ...................................................................................................... 5 THREATS FROM COMPETITOR ( BOURNVITA) .......................................................................... 7 HORLICKS Vs. BOURNVITA ............................................................................................................ 8 HORLICKS DISCUSSION GUIDE QUESTIONAIRE ..................................................................... 9

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Marketing Management
A Report & Discussion Guide On Horlicks

Horlicks - Building A Powerful Technology Brand

Mission and vision:
“Horlicks ~ The great Family Nourisher. Horlicks is the leading Health Food Drink in India and as the „Most Trusted Drinks Brand‟ (Economic Times Survey, 2004) in India enjoys more than half of the Health Food Drink Market.

Brand evolution:
Although it has been a popular brand in the Indian market since the 1930s, Horlicks underwent a revamp in 2003 to further increase its relevance. The Modern and contemporary Horlicks offers „pleasurable nourishment’ with a delicious range of flavors including Vanilla Toffee Elaichi and Chocolate. With revitalized packaging synergistic with the new brand personality, it is a favorite with both mothers for its nourishment and kids for its great taste and variety.

What makes the difference between the most successful and less successful brands? It certainly is not what product features are offered. How, then, do consumers choose? The answer seems to be what the brand names mean to them. Horlicks is sold in number of countries across the world. In different countries, the product has different formulations in order to cater to varying consumer segments and serve different consumer needs. In India, the Horlicks available has been scientifically developed and specifically caters to the nutritional needs of the Indian diet. It helps meet the requirements of essential nutrients in children, such as iron and vitamins that aid iron absorption. From the available data, it has been seen that the children in India are not getting enough of these vitamins and minerals from their daily diet. Research shows that these nutrients are very important for school age children for their attention concentration and memory as well as physical performance and growth. Thus Horlicks is a beneficial supplement for children to aid not only their growth, bit 2|Page

Marketing Management
A Report & Discussion Guide On Horlicks

also enhanced attention and concentration. In fact we have established this through a large clinical trial among school going children.

Horlicks-Oats Launched on November 8, 2011: GlaxoSmithKline Consumer Healthcare (GSKCH) is the latest to enter the breakfast cereals market withh its launch of Horlicks Oats in South India. Speaking to Business Line, Mr Jayant Singh, Marketing Director, said the oats category, estimated at Rs 200 crore and growing at 25 per cent, has become “a bit more significant in the last couple of years as there‟s higher awareness of health and nutrition”,...
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