PRESENTED BY :

DEEPTANSHU DWIVEDI 057

ASEM NAOCHA SINGH 056
MAITREY PANDEY 063
POORVA NARAIN 080
PRIYANKA 088
AYUSHI JAISWAL 174

HORLICKS
Marketed as 'The Great Family

Nourisher
Horlicks brand was invented to
substitute milk as baby food.
Indians drink more than five
million cups of Horlicks everyday
Horlicks is the leading Health Food Drink in

India
'Most Trusted Drinks brand'. (Economic
Times Survey, 2004).

SEGMENTATION
The market of Horlicks is segmented
as follows:
GEOGRAPHIC SEGMENTATION
Northern India - White Liquid
Southern India - Brown Liquid
DEMOGRAPHIC SEGMENTATION
Age and Life Cycle
Gender

SEGMENTATION
PSYCHOGRAPHIC
Health conscious
Personality is sincere
BEHAVIOURAL
Horlicks has the benefit of overall
nutrition
Regular use every day nourisher

TARGETING
For preschool children
For general use
For expecting mothers and those with
babies that need mothers milk
For health conscious adults and for
diabetic people
For teenagers

MARKET SPECIALIZATION
M1
P1

P2

P3

M2

M3

POINT OF DIFFERENTIATION
COMPETITIVE ADVANTAGE
BRAND IMAGE
PRODUCT DESIGN
PRICE
COVERAGE
PACKAGING

POSITIONING
PRICE

NUTRITION

POSITIONING STRATEGIES
From a boring nutritional drink, GSK has positioned
Horlicks as `pleasurable nourishment', by launching
it in vanilla, chocolate and honey variants.
The new brand positioning also finds mention in the
product packs which now carry a logo saying
`Now Proven - Taller, Stronger, Sharper.'

THANK YOU