1) Junior Horlicks
2) Horlicks Regular
3) Horlicks Mother
4) Horlicks Lite and Lite Bite
Marketing Demand of Different Variants
“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. t has a strong marketing network in India comprising over 1800 wholesalers and direct coverage of over 4,00,000 retail outlets.Â Horlicks sales have been strong in the south and eastern markets which contributes about 46 per cent and 47 per cent of the total sales. Milk-deficient South and East preferred white liquid powders (Horlicks, Viva, and Complan) as the drink could be prepared with hot water. Horlicks is a health drink brand existing in India since decades. Horlicks holds 50% market share of milk beverage market of India that is around 2300 crore (source: The Nielsen Company). GlaxoSmithKline Consumer Healthcare is a proud owner of such a strong brand. The brand has created such a great entry barrier that other big players like Nestle and Dabur have got a hit.. Nestlé has stopped making Milo and new entrant Dabur India has decided to stay clear of Horlicks and pitch its Chyawan Junior against GSK Consumer Healthcare’s other beverage brand, Boost.
One of the important reasons of Horlicks domination since years is because of constant innovation not intems of product only but also marketing. GSK Consumer Healthcare has decided to use the brand to get into new categories. In the last few months, it has launched biscuits for children, a nutrition drink for women, an energy bar and chilled milk. The crazy thing is that Nestle and Dabur fell into the trap of Horlicks. It is GSK who dictates terms, all these new categories always existed in the market and GSK identified the market gap and filled it with its new product line. GSK is fully utilizing the strong brand...