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    Submitted By: Group 3 Danish Nazeer Harsh Aeran Kirti Sharma Maninder Kaur Naveen Singh Nitin Pandey

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    Nitin Pandey
    Group 3 submitted a document summarizing information about Horlicks, a malted drink launched in 1930 in India as a milk substitute and nutrient supplement. It is now owned by GSK Consumer Health and has over 50% market share, making it India's most trusted health drink brand. Horlicks has been repositioned over time for different target audiences, including kids, women, and diabetics. It has also launched several brand extensions like Junior Horlicks biscuits and food products. Horlicks competes with other nutritional drink brands like Complan and Bournvita.

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    Submitted By: Group 3 Danish Nazeer Harsh Aeran Kirti Sharma Maninder Kaur Naveen Singh Nitin Pandey

    Uploaded by

    Nitin Pandey
    32 views12 pages
    Group 3 submitted a document summarizing information about Horlicks, a malted drink launched in 1930 in India as a milk substitute and nutrient supplement. It is now owned by GSK Consumer Health and has over 50% market share, making it India's most trusted health drink brand. Horlicks has been repositioned over time for different target audiences, including kids, women, and diabetics. It has also launched several brand extensions like Junior Horlicks biscuits and food products. Horlicks competes with other nutritional drink brands like Complan and Bournvita.

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    positioning and re-positioning

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    Horlicks

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    Group 3 submitted a document summarizing information about Horlicks, a malted drink launched in 1930 in India as a milk substitute and nutrient supplement. It is now owned by GSK Consumer Health and has over 50% market share, making it India's most trusted health drink brand. Horlicks has been repositioned over time for different target audiences, including kids, women, and diabetics. It has also launched several brand extensions like Junior Horlicks biscuits and food products. Horlicks competes with other nutritional drink brands like Complan and Bournvita.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    Download as pptx, pdf, or txt
    32 views12 pages

    Submitted By: Group 3 Danish Nazeer Harsh Aeran Kirti Sharma Maninder Kaur Naveen Singh Nitin Pandey

    Uploaded by

    Nitin Pandey
    Group 3 submitted a document summarizing information about Horlicks, a malted drink launched in 1930 in India as a milk substitute and nutrient supplement. It is now owned by GSK Consumer Health and has over 50% market share, making it India's most trusted health drink brand. Horlicks has been repositioned over time for different target audiences, including kids, women, and diabetics. It has also launched several brand extensions like Junior Horlicks biscuits and food products. Horlicks competes with other nutritional drink brands like Complan and Bournvita.

    Copyright:

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    Download as PPTX, PDF, TXT or read online from Scribd
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    SUBMITTED BY: GROUP 3 Danish nazeer Harsh Aeran Kirti Sharma Maninder Kaur Naveen singh Nitin Pandey

    Founder : Sir William Horlics Launched in 1930 Launched as an additive & substitute to milk. Original manufacture & patent holder of the malted drink. Now a product from- GSK Consumer Health. Most trusted health drink brand. 6th position in trusted brand list. Market share of more than 50%.

    Initially introduced both a substitute & an additive to milk. Also positioned itself as food for convalescing & a nutrient supplement for kids only. Repositioned in India : Nutritional drink to pleasurable nourishment by launching it in vanilla, chocolate and honey variants

    New logo : Now Proven Taller, Stronger, Sharper. Junior Horlicks was positioned as a product exclusively for children Womens Horlicks Repositioned as Mothers Horlicks(2004) & again as Womens Horlikcs(2008)

    LAUNCHED DATE
    December 2009 June 2009

    BRAND EXTENSION Horlicks Foodles Junior Horlicks Biscuit Horlicks Chilled Doodh

    COMPETIOTR Nestle Maggi Parle-G & Britannia Tiger Amul Kool & MAFCO

    April 2009

    March 2009

    Horlicks Nutribar

    Mars Snicker

    Sales
    6% 10% HORLICKS
    15%

    COMPLAN 52% BOURNVITA BOOST OTHERS


    17%

    MARKETING:

    Epang ,Opang, Jopang Campaign Taller, Stronger, Sharper Campaign : Conducted clinical trial with 869 students in Hyderabad Wiz Kids an inter school fiesta Promoted by Doctors more than 5 lacs retail outlet.

    <5 age group Baby food suppplement

    Junior Horlicks (1995) Horlicks Lite

    Women Horlicks (1997) Horlicks Flavor (2003)

    Women 20-50 age group

    Diabetic Patients Sugar free

    (2005)

    Teenagers

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