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 & beverages sector. Horlicks 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 got a strong backing of parent company GSK Consumer

2. UK, India, Hong Kong, Australia etc are some places where Horlicks is supplied
3. Horlicks has 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 competitive advantage in
the market and strengthens its position.

Horlicks Weaknesses

1. Limited market share owing to strong competition in the sector

2. 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 which it can improve.

Horlicks Opportunities

1. Horlicks can increase its presence in Europe & Americas

2. Different packaging styles can help increase sales of Horlicks
3. Diversifying into health 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

1. Intense competition can reduce market share of the brand

2. 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 :

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.