Brand name: Sunsilk

History of Sunsilk:
Sunsilk is a popular hair care product brand first introduced in 1954. It is owned by Unilever, a
multinational consumer goods company. Over the years, Sunsilk has become one of the leading
hair care brands worldwide and is known for its wide range of shampoos, conditioners, and other
hair care products designed to cater to various hair types and concerns.

Here's a detailed background of the Sunsilk brand:

1. Origins: Sunsilk was originally launched by the British company, Elida Gibbs, in the
United Kingdom. The brand's name "Sunsilk" is derived from the words "sun" and "silk,"
indicating the aim to provide hair care products that leave hair smooth, soft, and shiny.
2. International Expansion: After its initial success in the UK, Sunsilk rapidly expanded
its reach to other countries and regions across the globe. It gained popularity in Asia,
Africa, the Middle East, and Latin America, becoming a household name in many
countries.
 3. Acquisition by Unilever: In 1986, Unilever acquired Elida Gibbs and thus, Sunsilk
became a part of the Unilever brand portfolio. Unilever's global presence and extensive
distribution network further accelerated the brand's expansion and accessibility.
4. Product Innovation: Sunsilk has consistently focused on product innovation to meet the
diverse needs of consumers. The brand offers a wide range of hair care products targeting
specific hair types, concerns, and styles. These products include shampoos, conditioners,
hair masks, styling gels, and serums.
5. Celebrity Endorsements: Over the years, Sunsilk has engaged in various marketing
campaigns, often featuring popular celebrities and hair experts as brand ambassadors.
These endorsements have helped to build brand credibility and connect with consumers.
6. Global Reach: Sunsilk's popularity has made it a widely recognized and trusted brand
worldwide. It is available in numerous countries and continues to expand its presence in
emerging markets.

Overall, Sunsilk has built a strong reputation as a reliable and effective hair care brand, offering
a wide range of products that cater to the diverse hair needs of consumers around the world.
Through its marketing strategies, product innovation, and commitment to social and
environmental causes, Sunsilk has become a significant player in the global hair care industry.

Brand Elements of Sunsilk:

Sunsilk, like many successful brands, has a set of brand elements that help define and distinguish
it in the marketplace. These elements contribute to its brand identity and recognition. Here are
some of the key brand elements associated with Sunsilk:

1. Brand Name: The brand name "Sunsilk" itself is a prominent brand element. It is short,
memorable, and easy to pronounce, making it recognizable to consumers.

2. Logo: Sunsilk's logo typically features the brand name in a distinctive font and style. The
design and colors of the logo may vary over time and by region, but it often incorporates
elements related to hair or sun imagery, reflecting the brand's focus on hair care and shine.
3. Slogan/Tagline: Sunsilk has used various slogans or taglines in its advertising campaigns over
the years to communicate its brand promise. These slogans often highlight the benefits of Sunsilk
products, such as "Smoothing the Way," "Shine On," or "Hair On Your Side."

4. Packaging: Sunsilk's product packaging is a crucial brand element. It typically features the
brand logo and product name prominently, along with imagery and colors that convey the
product's intended benefits. Consistency in packaging design helps consumers identify Sunsilk
products on store shelves.

5. Color Scheme: Sunsilk often uses a combination of colors in its branding that conveys
freshness, vitality, and hair care. While the specific colors used may vary by product line and
region, blue, yellow, and white are common colors associated with Sunsilk.

6. Product Varieties: The diversity of Sunsilk's product offerings is another key brand element.
Sunsilk offers a wide range of hair care products, each designed for specific hair types or
concerns. This variety allows consumers to find products tailored to their individual needs.

7. Advertising and Celebrity Endorsements: Sunsilk's marketing campaigns and celebrity

endorsements are significant brand elements. Over the years, the brand has featured well-known
actresses and models in its advertisements to connect with its target audience and build brand
recognition.

Product Portfolio of Sunsilk:

The Sunsilk brand offers a diverse range of hair care products designed to cater to various hair
types and concerns. Product portfolios can change over time due to new product launches and
discontinuations. The typical Sunsilk product portfolio includes:

1. Shampoos: Sunsilk offered a wide array of shampoos tailored for different hair types and
concerns. This includes shampoos for normal hair, dry hair, damaged hair, frizzy hair, colored
hair, and more.
2. Conditioners: The brand provided corresponding conditioners that complemented their
shampoos, helping to moisturize and nourish hair while making it more manageable.

3. Hair Masks: Sunsilk hair masks were designed to provide deep conditioning and repair for
damaged and dry hair. They offer intense moisture and nourishment to improve the overall
health and appearance of the hair.

4. Hair Serums: Sunsilk hair serums were formulated to tackle frizz, add shine, and improve
hair texture. These serums were generally used on damp or dry hair to give it a smooth and
polished finish.

5. Styling Products: The brand also offered various hair styling products like hair sprays, gels,
and mousses to help consumers achieve different hairstyles and hold their hair in place.

6. Dry Shampoos: Sunsilk introduced dry shampoos for those looking to refresh their hair
between washes without using water. Dry shampoos absorb excess oil and leave the hair looking
cleaner and more voluminous.

7. Hair Oils: Sunsilk hair oils were designed to nourish and hydrate the hair, providing added
shine and reducing hair frizz.

8. Co-Creation Products: Sunsilk's "Co-Creation" line involved collaborations with hair experts
and consumers to develop region-specific products that address local hair care needs and
preferences.
Generic Strategy
Sunsilk could use a differentiation strategy to stand out in the market:
1. Targeting Specific Hair Concerns: Sunsilk differentiates itself by creating products that
address specific hair concerns, such as dandruff control, hair fall reduction, frizz
management, or color protection. By focusing on these specific needs, they can appeal to
consumers who are looking for tailored solutions.
2. Customized Formulations: Differentiating through unique formulations that cater to
various hair types (e.g., straight, curly, wavy) or ethnicities can help Sunsilk attract a
diverse range of consumers. Formulating products with specific ingredients that provide
targeted benefits can set them apart from competitors.
3. Innovative Ingredients and Technologies: Sunsilk could differentiate by incorporating
innovative ingredients or hair care technologies into their products. For example, if they
introduced a new type of hair-repairing compound or a sustainable packaging solution, it
could give them a competitive edge.
4. Distinctive Branding and Packaging: A visually appealing and distinct packaging
design set Sunsilk apart on store shelves. Creative and modern branding that resonates
with their target audience can contribute to their differentiation strategy.
5. Celebrity or Expert Endorsements: Sunsilk could partner with hair experts, stylists, or
even celebrities to endorse their products. This can create a perception of higher quality
and expertise, differentiating the brand from others in the market.
6. Consumer Engagement and Education: By providing educational content about hair
care through its website, social media channels, or blog posts, Sunsilk can position itself
as a brand that cares about its consumers' well-being and educates them about hair care
best practices.
7. Range of Product Offerings: Offering a wide range of products for different hair needs
and styles can differentiate Sunsilk from competitors that have a narrower product line.
This can cater to a broader audience and give consumers more options.
8. Sustainable and Ethical Practices: Differentiating through sustainable and ethical
practices, such as using environmentally friendly packaging, cruelty-free testing, and
supporting fair trade initiatives, can attract consumers who prioritize these values.
These are general examples of how Sunsilk or any hair care brand could use differentiation.
For the most accurate and up-to-date information on Sunsilk's differentiation strategy, I
recommend checking its official website, marketing campaigns, and any available industry
reports.
Segmentation:

Geographic Segmentation
Sunsilk ignored geographic segmentation for products; sunsilk segmented the market based on
intermarket segmentation. But Sunsilk segmented the market based on geographic segmentation
for ‘advertising, promotion, and sales efforts. Sunsilk divided the market into three groups.
1. European countries
2. Middle East countries.
3. Asia pacific countries
In those segment advertising, promotion and sales efforts should be different.

Demographic segmentation
Sunsilk divided the market into two groups based on gender.
 Male consumer
 Female consumer

Age and Iife cycle stage

Consumer needs and wants change with age. Sunsik divided the female consumer market into
three groups based on age.
1. Market segment of females aged 16-21
2. Market segment of s aged 22-40
3. Market segment of females aged above 40.
Sunsilk divided the market based on Income. They divided the market into three groups based on
income.
 1. Upper class.
2. Middle class
3. Lower class.

Psychographics:
Social class: Initially they launched Sunsilk black shine mainly for higher-class people and to
some extent middle-class people. Then, they launched a mini pack for the lower-class people.
Also use these mini pack for trial the product.
Behavioral: Benefit is a factor that affects buying decisions. Sunsilk divided the market into five
groups based on benefits. Each segment required a different benefit,
1. Segment A” (Who needs nourishment for normal hair)
2. Segment "B” (who need a rich black shine for dull hair)
3. Segment “GC” (who need extra body and volume for Thin and limp hair)
4. Segment “D* (who need conditioning, extra shine and style for dry hair)
5. Segment “E* (those who need oil-free hair for oily hair type that looks flat and greasy
due to the excess of moisture)

Market Targeting
Market segmentation reveals sunsilk's market segment opportunities. In this stage, sunsik had to
evaluate the various segments and decide how many and which segments it could serve best
Evaluating market segments. Sunsilk mainly targeted the female segment and ignored the male
segment.
At first, sunsilk targeted to segments of female consumer which was segment of female aged 16-
21 and segment of female aged 22-40, but in their promotional activities they focused on all
female segments. Sunsilk targeted. Those segments because those segments were the largest,
profitable and there was no strong and aggressive competitor. After, sunsilk targeted the five
segments of benefit and they launched separate product for each segment.

Undifferentiated marketing
At first, sunsilk used undifferentiated marketing or mass-marketing strategy and they ignored
market segment difference and targeted the whole market with one offer.

Differentiated Marketing
Sunsilk also practiced differentiated marketing strategy, they targeted five segments of benefit
and they brought variety in their product. They lunched five varieties product for whole market.
Sunsilk targets five segments and designed separate offer for each segment.
Positioning:
Sunsilk is already a renowned brand in the shampoo industry. As we mentioned in the earlier
part of the report, they segmented and targeted their market very carefully. We give the
customers more benefits with same amount of price. We try to give the best to the customers.

More for More

More for same
More for less
Same for less.
Less for less
For positioning our product our tagline will be: “We care about your feeling”
Positioning Statement: “To the young and middle aged women, who have dull, oily, rough, and
dry hair, our sunsik is hair that offers stylish, shiny, strong and oil free hair related to the
competitors.”
SWOT ANALYSIS OF SUNSILK

SWOT analysis is a method for identifying and analyzing internal strengths and weaknesses and
external opportunities and threats of a business.

Strengths in the SWOT analysis of Sunsilk

Unique marketing strategy: They have a Unique marketing strategy. Each type of shampoo is
designed and endorsed by a Global haircare expert.
Hair care experts: As they have used a unique marketing strategy, they are known as the hair
care experts across the globe. The word “Expert” carries a weight. People expect a positive
experience when they wash their hair with Sunsilk Shampoo. And Sunsilk does not disappoint.
Far ahead in its brand recall: Due to its repetitive advertising sunsilk is far ahead in its brand
recall than its competitors. Even on the shelves, Sunsilk has bright packaging which is attractive
and it comes out with various price advantages.
Market leader: Sunsilk is the Market leader in several geographies. It is very Strong in Asia,
Middle east and Latin America and it is number 1 in India, Pakistan, Brazil, Argentina, Bolivia,
Bangladesh, Sri Lanka, Indonesia and Thailand. It is the top brand positioned in the minds of
billions of people.
Push marketing: Sunsilk is a brand that believes not only in pull but also in Push marketing to
sell its products.
Brand Ambassadors & Endorses: Many top celebrities like Shakira, Madonna, Priyanka
Chopra and others have been the Brand ambassadors of Sunsilk. Currently, besides the brand
ambassadors, Sunsilk has the hair experts as brand endorses who use testimonial marketing to
testify that the product is the best in the market.
Fantastic products: Sunsilk’s products and its product line is known to be good. Sunsilk has
various products in shampoos and matching conditioners. Each of them serves a different
purpose. Some will instance repair damaged hair, others will smooth your hair out, others will
solve hair fall problem and lastly, some will handle thin hair or split ends.
Widespread distribution: Because of the combination of products that are distributed by any
distributor of Unilever bd, Sunsilk has a wide distribution channel. It is distributed online
through E-commerce as well as online grocery stores. It is distributed through modern retail and
traditional distribution channels.

Weaknesses of Sunsilk

Competition resulting in the erosion of the bottom line: Although revenue is very good for
Sunsilk, competition and the constant need for creating noise is eroding the bottom line of all
brands in the Skin care segment. To maintain a major market share of a large market, it has to
keep advertising and that is where the major expenses occur. Besides advertising, distribution is
the second cost which eats up margins a lot.

Differentiation becoming difficult: Due to the numerous product lines present from Unilever
bd, P&G, Godrej and other brands, the differentiation in the Hair care segment is becoming
difficult. Sunsilk still owns its own because of its co creation concept. But differentiation will
become problematic again.
Brand switching: Brand loyalty is dropping as differentiation is difficult. There is high brand
switching in the hair care segment. Because once you acquire a customer, the customer might
quickly shift to another brand.

Opportunities of Sunsilk

Men’s segment: Although Sunsilk is a brand meant for women, it can more on with Shampoo
for men as this will open up a new market for them. Sunsilk has already started doing this in
some countries with Sunsilk everyday detox shampoo for men.
Improve penetration in women segment: Gang of girls is a community concept by Sunsilk to
bring women together around the brand that they love – Sunsilk. Such concepts are bound to be a
hit in today’s day and age of the internet and this will improve the following of the brand and
might improve brand loyalty. Already many women are die-hard fans of Sunsilk because of its
excellent Shampoo quality.
Improve rural penetration: Packaging plays a major role in rural penetration where the
package size is important and it should be available in 2tk sachets. Where urban region needs
discount on larger purchases, rural areas may make weekly once purchases of 1 sachet.

Maintaining the brand image: Sunsilk itself can bring more sales because it is in a fantastic
position. If it exists like this for a few more years to come, it can drive a lot of revenue for itself.

Geographic expansion: Geographic expansion is a sure-shot way to keep your risks minimum.
As new countries keep growing and coming out of poor economy zones, this creates new
opportunities for brands that wants to move from saturated economies to developing economies.
This keeps the business in ever ever-growing stage.

Threats in the SWOT analysis of Sunsilk

Rising costs of distribution and operation: As the costs rise, the costs of distribution and
operations also rise.

External and Internal competition

Internal competitors  External competitors

Dove Pantene
Clinic Plus L’Oreal
Head & Shoulders
Garnier
Tresemme

Sunsilk has some strong competitors. Which are both internal and external.
BCG MATRIX OF SUNSILK

The Boston Consulting Group’s product portfolio matrix (BCG matrix) is designed to help with
long-term strategic planning, to help a business consider growth opportunities by reviewing its
portfolio of products to decide where to invest, to discontinue, or develop products. It's also
known as the Growth/Share Matrix. BCG matrix helps in understanding where the different
brands/products stand in the competitive market.

The Matrix is divided into 4 quadrants based on an analysis of market growth and relative market
share.

Star Products:
 Products in high-growth markets with high market share
 Can be the market leader though requires ongoing investment to sustain. They generate
more ROI than other product categories.

Question Mark Products

 Products in high growth markets with low market share
 As the name suggests, it’s not known if they will become a star or drop into the dog
quadrant. These products often require significant investment to push them into the star
quadrant. The challenge is that a lot of investment may be required to get a return.
Cash Cow Products
 Products in low growth markets with high market share
 The simple rule here is to ‘Milk these products as much as possible without killing the
cow! Often mature, well-established products.
Dog Products
 These are products with low growth or market share
 The usual marketing advice here is to aim to remove any dogs from your product
portfolio as they are a drain on resources.
 However, this can be an over-simplification since it's possible to generate ongoing
revenue with little cost.

Currently Sunsilk is in star. Because their market share is high as well as market growth rate.
But the best situation in a BCG matrix is cash cow. So Sunsilk need to achieve higher market
share at a lower market growth rate.

The life cycle of Sunsilk

Product life cycle: Product life cycle is the course of product development which starts from
product initiation and ends with decommissioning.
Mainly the product life cycle consists of four stages.
Introduction: Researching, developing, and then launching the product.
Growth: Sales are increasing at their fastest rate.
Maturity: Sales are near their highest, however, the rate of growth is slowing down.
Decline: In the final stage of the cycle, sales begin to fall.
Introduction:
In 1964 Unilever launched Sunsilk. Sunsilk was launched as a cosmetic beauty shampoo and was
positioned the same way during its initial years in India. Sunsilk began its publicity efforts with
an advertising campaign that focused on specific hair "issues". Sunsilk focused much of its
marketing attention on positioning the product as a beauty Shampoo.
The growth stage
In the early 1970s, Sunsilk was advertised with the punch line “All you need is Sunsilk”. In its
growth stage, the communication of Sunsilk was focused on different product variants and
promoting the use of Sunsilk conditioners.
Within ten years of its, Sunsilk introduced a tonic shampoo for dandruff, which was the first anti-
dandruff shampoo in India. In the subsequent years, it launched many shampoo variants such as
Sunsilk Silky and Straight Shampoo, Sunsilk Care & Repair Shampoo, Sunsilk Hydra, Sunsilk
for Hair Damaged by Daily Wear and Tear. Sunsilk also came out with its range of hair
conditioners such as Sunsilk Daily Repair Conditioner and Sunsilk Soothing Conditioner.In 1974
sunsilk launches India’s first anti-dandruff shampoo. Then day by day sunsilk launches their
other variants of shampoo.
The maturity stages:
Sunsilk has now become a global brand. Sunsilk is now sold in more than 80 countries. Sunsilk
is currently at a stage where they dominate the market.
To prolong the set-in of the decline stage, Sunsilk went for Brand rejuvenation in 2003 and came
out with “SUNSILK NATURALS”.
Since 2009, Sunsilk has started working with a number of professional hair experts to develop
new and improved products. Each hair issue variant has been linked to an expert with the
relevant specialist hair knowledge. For example, Dr. Francesca Fusco, a New York
dermatologist, co-created a “hair fall” variant for the brand. Sunsilk created a new look with new
variants, new packaging, new advertisements, and a new tagline “Life can’t wait”.
Decline stage:
As Sunsilk continues to dominate the shampoo market, Sunsilk is far from its decline stage.

Marketing mix used by Sunsilk.

Marketing Mix: Marketing mix is a set of marketing tools or tactics, used to promote a product
or service in the market and sell it.
Products: Sunsilk uses a combo of demographic, geographic, and psychographic segmentation
variables to understand the customers’ needs & demands and try to satisfy them.
Sunsilk provides different types of products according to customer needs.
Prices: Competition within the hair care trade, forced Sunsilk forced to stay up a relatively lower
price. It offers products in terms of small packets ranging from one taka. Sunsilk maintains a way
of cheaper price.

Place & Distribution Strategy: Sunsilk positively catches the attention of the buyer with its
intense packaging it has. Moreover, the supply and visibility of Sunsilk are quite high because it
is available at each grocery store, retail store, and convenience outlet.

Promotion: Sunsilk promote its products through newspapers and other media, television
advertisements have also been adopted by Sunsilk.
Famous celebrities like Priyanka Chopra promote the brand. ‘Your hair by your side is the
tagline used by Sunsilk.

Branding Strategy of Sunsilk.

Sunsilk is a well-known brand of hair care products that has employed various branding
strategies over the years to establish itself in the market. Branding strategies can evolve and
change over time, but some key elements of Sunsilk's branding strategy include:
1. Product Range: Sunsilk offers a wide range of hair care products, including shampoos,
conditioners, and styling products, catering to different hair types and needs. This product
diversity allows them to reach a broader audience and address various hair care concerns.
2. Target Audience: Sunsilk has historically targeted young women and girls. Their
branding often focuses on the aspirations and desires of this demographic, emphasizing
themes of confidence, beauty, and self-expression.
3. Quality and Innovation: Sunsilk has positioned itself as a brand that offers high-quality
hair care solutions. They have invested in research and development to introduce
innovative ingredients and technologies into their products. This emphasis on quality and
innovation helps maintain their competitive edge.
4. Endorsements and Influencer Marketing: Sunsilk has collaborated with celebrities and
influencers to promote its products. These endorsements help build trust and credibility
among consumers and connect the brand with aspirational figures.
5. Advertising and Marketing: Sunsilk has run numerous advertising campaigns across
various media channels, including television, print, digital, and social media. Their
advertisements often focus on the benefits of using Sunsilk products, such as smooth and
manageable hair.
6. Consistent Branding: Sunsilk has maintained a consistent brand image and packaging
design over the years, which helps consumers easily recognize their products on store
shelves. The brand's signature color and logo are instantly recognizable.
7. Global Presence: Sunsilk is a global brand, and its branding strategy is adapted to suit
different markets and cultures while maintaining a core brand identity. They often
customize their messaging to resonate with local consumers.
8. Sustainability and Ethical Practices: In recent years, there has been a growing
emphasis on sustainability and ethical practices in the beauty industry. Sunsilk has started
to incorporate these aspects into its branding strategy by promoting eco-friendly
packaging and sustainable sourcing of ingredients.
9. Customer Engagement: Sunsilk has engaged with its customers through various means,
including social media, customer feedback programs, and loyalty programs. This
engagement helps build a loyal customer base and gather insights for product
improvements.
 10. Competitive Pricing: Sunsilk products are typically priced competitively, making them
accessible to a wide range of consumers. This pricing strategy aligns with their target
audience of young women and girls who may have limited budgets.

Customer-Based Brand Equity Model for Sunsilk

The Customer-Based Brand Equity (CBBE) model, developed by Kevin Lane Keller, is a
strategic framework used by businesses to assess and manage their brand's strength and value
from the perspective of customers. This model helps organizations understand how customers
perceive and connect with their brand, which in turn influences customer behavior and brand
loyalty. So, Sunsilk also has its own model consisting of:

1. Brand Identity: This is the foundation of the CBBE model. It represents how a brand is
perceived by customers and includes the following elements:
 Brand Salience: This refers to the awareness and recognition of the brand among
customers. For Sulsilk, It is a hair care brand, it increases female confidence, its
aa a meaning of happiness for girls, It uses experts’ Co-creation.
2. Brand Meaning: Building upon brand identity, brand meaning delves deeper into what
the brand represents and how it connects with customers. It includes:
 Performance: How well the brand meets customer needs and expectations.
Sulsilk offers Silky, Shine, Black Clean hair, its environmentally friendly, Social.
 Imagery: The associations and perceptions related to the brand, including its
personality, values, and culture. Sunsilk is Female capturing, Girls Uninity, sence
of community.
 3. Brand Response: This block of the CBBE model focuses on how customers react to the
brand based on their perceptions. It includes:
 Judgments: Customers' opinions and evaluations of the brand's quality,
credibility, and relevance. Like most Recognize Sunsilk as a top brand with
Unique color and variety innovations.
 Feelings: The emotional responses and connections customers have with Sunsilk.
4. Brand Resonance: The final building block represents the ultimate goal of brand
management, where customers have the deepest and most meaningful connection with
the brand.

Point of Parity (POP) of Sunsilk

Points of Parity (POPs) refer to the attributes or aspects of a brand that are shared with
competitors in a particular product category. They are essential for a brand to be considered a
legitimate and credible player in that category but do not provide a distinct competitive
advantage. Points of Parity help establish a baseline level of expectation among consumers. For a
providing to achieve
a factor of equality on a particular feature or benefit, a sufficient variety of clients must believe
the business is good enough on that seizin. Like others, Sulsilk contains such POPs:
1. Dream soft and smooth
2. Stunning Dark Shine
3. Lusciously Dense and Lond
5. Anti-Dandruff Solution
6. Hair fall solution
Point of Difference (POD) of Sunsilk

Points of Difference are features or benefits clients highly affiliate with an item favorably
assessed and believe they could not find to the same level with an aggressive brand.
For Sunsilk POP is a Co-creation system, designed by experts. They came up with the idea of
getting into the industry and being excellent in the marketplace. In 2009 Sunsilk started working
with a variety of professional locks ‘Experts” to create new and enhanced items. Each locks
‘Issue” version hyperlinks to an expert with the appropriate professional lock’s knowledge.
Background of Horlicks

The history of the Horlicks brand is a tale that spans over a century, marked by innovation,
health claims, and international success. From its humble beginnings in the late 19th century to
its widespread recognition as a nutritional beverage, Horlicks has become a household name in
many countries.

The Horlick's journey commenced in 1873 when two British brothers, James and William
Horlick, founded the company in Chicago, USA. Originally conceived as a malted milk drink,
Horlicks was intended to serve as a convenient and nutritious alternative to fresh milk. The
brothers capitalized on the popularity of malted beverages during that era, aiming to provide a
solution for individuals who struggled to access fresh milk.

The brand's early years were marked by experimentation and refinement of its formula. The
Horlicks brothers successfully created a powder that, when mixed with water, produced a
nourishing and easily digestible drink. This innovation garnered attention and laid the foundation
for the brand's future success. By the late 19th century, Horlicks had already established itself as
a staple in households, hospitals, and military installations.
The 20th century brought about significant changes and opportunities for Horlicks. During
World War I, the nutritional value of Horlicks was recognized, leading to its inclusion in
soldiers' rations. This boosted the brand's reputation and contributed to its global reach. In the
following decades, Horlicks expanded its product offerings and introduced new flavors, catering
to a wider range of consumer preferences.
One of the defining moments in Horlicks' history occurred when it entered the Indian market. In
1930, the Indian subsidiary of Horlicks was established, marking the beginning of a deep-rooted
connection between the brand and the subcontinent. India's affinity for Horlicks grew rapidly,
driven by the brand's promotion as a nourishing drink for children's growth and development.
The brand's presence became iconic in Indian households, with the familiar glass jar of Horlicks
powder becoming a fixture on kitchen shelves.
Horlicks continued to evolve its formulations to align with changing nutritional insights and
consumer demands. It positioned itself as a source of essential vitamins, minerals, and proteins,
aiming to provide holistic nourishment. The brand's advertising campaigns highlighted its role in
promoting health and vitality, particularly among children and young adults.
Over the decades, Horlicks underwent ownership changes, with various companies acquiring and
managing the brand. These transitions, however, did not diminish the brand's legacy; instead,
they propelled its expansion into new markets and segments. Horlicks diversified its product line
to include ready-to-drink variations, fortified variants, and specialized formulations tailored for
specific age groups.

In recent years, Horlicks has maintained its relevance by adapting to modern preferences while
staying true to its nutritional heritage. It embraced digital marketing strategies, engaging with a
new generation of consumers through social media and online platforms. Horlicks' continued
commitment to innovation and consumer-centricity ensures its enduring presence in an ever-
evolving market.
In conclusion, the Horlicks brand stands as a testament to innovation, adaptability, and enduring
appeal. From its inception in the 19th century to its present-day status as a globally recognized
nutritional beverage, Horlicks has nourished generations and remained a symbol of health and
well-being. Its journey is a reflection of the evolving dietary trends, consumer preferences, and
advancements in nutritional science over the past century. As Horlicks continues to embrace the
challenges and opportunities of the modern age, its legacy as a trusted source of nourishment
remains unwavering.

Product line of Horlicks:

Horlicks is a brand known for its range of nutritional beverages, primarily focused on malted
milk drinks. Some of the variants in their portfolio include:
Horlicks Original: The classic malted milk drink, often consumed as a comforting hot beverage
or mixed with milk.
Horlicks Lite: A lower-calorie version of the original Horlicks, targeting individuals looking for
a healthier option.
Horlicks Gold: A premium variant, marketed as a richer and creamier version of the classic
Horlicks.
Horlicks Junior: Formulated to meet the nutritional needs of children, this variant often
contains added vitamins and minerals to support growth.
Mother's Horlicks: Designed to provide essential nutrients to pregnant and lactating women,
aiming to support maternal health and the development of the baby.
Horlicks Protein+: A variant aimed at individuals seeking a higher protein intake, often used by
those who engage in physical activities or sports.
Horlicks Growth+: Focused on supporting growth in children, this variant may contain
additional nutrients beneficial for children's development.
Horlicks Oats+: A combination of malted milk drink and oats, offering a blend of nutrition and
fiber.
In conclusion, the Horlicks brand stands as a testament to innovation, adaptability, and enduring
appeal. From its inception in the 19th century to its present-day status as a globally recognized
nutritional beverage, Horlicks has nourished generations and remained a symbol of health and
well-being. Its journey is a reflection of the evolving dietary trends, consumer preferences, and
advancements in nutritional science over the past century. As Horlicks continues to embrace the
challenges and opportunities of the modern age, its legacy as a trusted source of nourishment
remains.

Segmenting, Targeting and Positioning of Horlicks

Segmentation:
Segmenting is the process of subdividing a whole market into different groups or subsets. The
market of Horlicks is segmented as follows:
1. Geographic Segmentation: The northern part of the country has a huge demand for a
white drink whereas Chocolate Horlicks are very popular in the southern part of the
world.
2. Demographic Segmentation: The market is segmented on the basis of gender, age
groups & income level, etc.
a. Age: Junior Horlicks – for pre-school children
b. Horlicks regular – for general use
c. Women’s Horlicks – for pregnant and breastfeeding women
d. Horlicks lite – for health-conscious adults and for diabetic people

3. Psychographic segmentation: includes – health consciousness, recovery/energy gain.

4. Behavioral segmentation:

5. Growth-oriented

6. Sports
Targeting:
After segmentation, Unilever will select the target market segment or segments for Horlicks.
Such as –
Geographic dispersion: urban, suburban family life cycle full nest, single parents.
Social stratification: Upper class, lower class, upper middle class
Age segments: Infants (0-5), mother (18-45)
Income: Average, Above Average (50K to 100K per month)

Positioning:
 Creating a strong image in customer’s minds.
 Horlicks initially positioned itself as a nutritional supplement for kids.
 In 2003, it positioned itself as “Pleasurable Nourishment”.
 It adopted a new positioning strategy via product packaging which now carries a logo,
taller, stronger, sharper.
 Today the brand talks to each member of the family.
 Women’s Horlicks differentiated the brand from the others by positioning it on a “bone
health “platform”.

Generic Strategy Used by Horlicks:

Generic strategy is a plan of action that a business or organization adopts to achieve competitive
advantage.
Horlicks primarily follows a differentiation strategy and focus strategy.
  Differentiation Strategy: It focuses on unique product features & benefits. Horlicks
emphasizes its nutritional value and health benefits, which differentiates it from other
similar products.
 Focus Strategy: Horlicks used the STP strategy to ensure consumer focus, target
specific market segments, and offer products to all age groups in terms of their
specific need.

Competitors of Horlicks:
Horlicks' top 8 competitors are MTR Foods Pvt. Ltd., Milo Australia & New Zealand, Complan,
The Future Genius, Parle Products, Britannia, Cadbury Bournvita, and Richfield Industries.

SWOT analysis of Horlicks:

Horlicks is one of the leading brands in the food & drinks sector. Horlick's SWOT analysis
evaluates the brand by its strengths & weaknesses which are the internal factors along with
opportunities & threats which are the external factors. Let us start the SWOT Analysis of
Horlicks:

 Strengths
 Weaknesses
 Opportunities
 Threats

Horlicks Strengths
1. Horlicks has the strong backing of parent company GSK Consumer
 2. The UK, India, Hong Kong, Australia etc are some places where Horlicks is supplied
3. Horlicks have many variants i.e. class malt, chocolate, kesar badam, elaichi, etc
4. Strong branding & promotion have increased brand awareness of Horlicks
5. Excellent distribution network means Horlicks can be purchased from supermarkets,
grocery stores, etc.
6. Online presence has encouraged people to buy it
7. Horlicks has products for growing kids, mothers & women
Above are the strengths in the SWOT Analysis of Horlicks. The strengths of Horlicks looks at
the key internal factors of its business which gives it a competitive advantage in the market and
strengthens its position.

Horlicks Weaknesses
 Limited market share owing to strong competition in the sector.
 Horlicks is not as widely available globally as compared to its global competitors.
These were the weaknesses in the Horlicks SWOT Analysis. The weaknesses of a brand are
certain aspects of its business that it can improve.

Horlicks Opportunities

Horlicks can increase its presence in Europe & Americas.

Different packaging styles can help increase sales of Horlicks.
Diversifying into healthy snacks can also help the brand catch the market.
Above we covered the opportunities in Horlicks SWOT Analysis. The opportunities for any
brand can include prospects of future growth.

Horlicks Threats
Intense competition can reduce the market share of the brand
Alternate health drinks can decrease the sales of Horlicks in the future
The threats in the SWOT Analysis of Horlicks are as mentioned above. The threats for any
business can be external factors which can negatively impact its business.
BCG matrix of Horlicks:

The Boston Consulting Group (BCG) growth-share matrix is a planning tool that uses graphical
representations of a company’s products and services in an effort to help the company decide
what it should keep, sell, or invest more in.

Horlicks is currently operating in four business segments, namely.

 Horlicks includes Horlicks Lite, Horlicks Oats and Horlicks.
 Junior Horlicks for Toddlers and Horlicks Growth+
 For Women: Mother’s Horlicks & Women’s Horlicks.
 Plus+: Horlicks Cardia+, Horlicks Protein+
The only question mark in the BCG matrix is the Plus+ business segment. All other segments are
stars in this BCG matrix.

Product Life cycle of Horlicks

Like human beings, products also have an arc. From birth to death, human beings pass through
various stages e.g. birth, growth, maturity, decline and death. A similar life cycle is seen in the
case of products. PLC has to do with the life of a product in the market with respect to business/
commercial costs and sales measures.
The four stages of product life cycle of Horlicks are as follows:
1. INTRODUCTION STAGE-
The introduction phase is the first time customers are introduced to the new product. A company
must generally includes a substantial investment in advertising and a marketing
campaignfocused on making consumers aware of the product and its benefits, especially if it is
broadly unknown what the item will do.

Horlicks a brand was established before 6 decades back in 1960.

It is owned by GlaxoSmithKline consumer health care.
It was heavily advertised as a kid's nutritional drink.
It was a substitute of "Milk" as baby food.
It acquired more than 50% market share in Indian milk beverage market.

2. GROWTH STAGE-
If the product is successful, it then moves to the growth stage. This is characterized by
growing demand, an increase in production, and expansion in its availability. The amount of time
spent in the introduction phase before a company's product experiences strong growth will vary
from between industries and products

Excels at delivering the benefits truly desired by customers.

Pricing strategy based on 'value for money'.
Proper positioning.
Consistency.
Creating entry barriers.

3. MATURITY STAGE-
The maturity stage of the product life cycle is the most profitable stage, the time when the costs
of producing and marketing decline. With the market saturated with the product, competition
now higher than at other stages, and profit margins starting to shrink, some analysts refer to the
maturity stage as when sales volume is "maxed out".

Product quality.
By winning trust of consumer.
By getting better labels than its competitors.
By getting a tagline such as ,"taller, stronger, sharper" that got stuck in the mind of consumers
for years.

4. DECLINE STAGE-
As the product takes on increased competition as other companies emulate its success, the
product may lose market share and begin its decline. Product sales begin to drop due to market
saturation and alternative products, and the company may choose to not pursue additional
marketing efforts as customers may already have determined whether they are loyal to the
company's products or not.
Horlicks has yet to go through the decline stage. However the other nutritional drinks such as
milo, bournvita, complan etc offer a great competition to horlicks and may soon push it to the
reaches of the decline stage.

MARKET SHARE

Market share is the percentage of an industry's sales that a particular company owns. Essentially,
it is the share of your business's total industry revenue from selling your products and services.
Businesses with larger market shares are industry leaders and competition for smaller companies

In 2021, sales rebounded to around Tk410 crore, even without the revenues from Sensodyne
toothpaste and digestive over the counter product Eno. Since Unilever did not take over the
products, the listed company has not been selling the two since 1 July 2020.

The 19% surge in revenue helped the company register a 32.5% annual growth in operational
profit in 2021 as operational costs did not grow at the same pace.
But, the declined interest rates reduced the company's financial income by around Tk15 crore in
the year.
A nearly Tk2 crore increase in effective tax also hurt net profit in 2021

Sunsilk:
Sunsilk uses various integrated marketing communication (IMC) tools to promote its shampoo
products. These tools may include advertising (TV, radio, print, online), social media campaigns,
influencer partnerships, product placements, events, and public relations efforts. The specific
IMC strategy can vary based on the target audience, product positioning, and market trends.

Horlicks:
Horlicks also employs a range of integrated marketing communication (IMC) tools to promote
its products. These can include television and radio advertisements, print advertisements, online
and social media campaigns, sponsorships of events, partnerships with healthcare professionals,
and various forms of consumer engagement such as contests, sampling, and loyalty programs.
The IMC strategy for Horlicks, similar to other brands, would depend on factors like the target
audience, product positioning, and market trends.

Sunsilk shampoo & Horlicks both use IMC tools:

Advertising: Sunsilk Shampoo & Horlicks both use TV commercials, print ads, and online
banner ads to showcase their products' benefits and features.

Digital Marketing: The brand leverages social media platforms like Facebook, Instagram, and
YouTube to connect with consumers, share tutorials, and run interactive campaigns.

Public Relations: Sunsilk Shampoo & Horlicks both may engage in media coverage, press
releases, and events to build a positive brand image and communicate its values.

Promotions: The brand offers special deals, discounts, and limited time offers to attract
customers and encourage purchases.

Direct Marketing: The brand may use email marketing campaigns, SMS, or app notifications to
communicate directly with its customers and offer personalized promotions.

Point of Sale Displays: Sunsilk shampoo & Horlicks both products may be strategically placed
and displayed at retail stores to catch the shoppers' attention.

Packaging: Sunsilk & Horlicks both design their product packaging to be visually appealing and
informative, communicating its benefits to potential customers.