A video

Amitrajit SettPriyak

PurakayasthaRudranil Dutta

Saurabh AgrawalShobhit Pareek

A MARKET ANALYSIS OF

Overview• Why GSK and Horlicks?• SWOT Analysis of Horlicks and GSK• Horlicks – Competitors’ Analysis• Survey – Statistics• Parameters• Analysis• Deductions• Limitations of the survey• Future Scope of the study• Recommendations• Conclusion

Why GSK?

• GSK – an established international brand in a 1200 Cr malted beverage segment

• Diversity - Brands in major segments all over the world

• Appeals to almost everyone in the ‘Great Indian Family’

• Reinforcement the brand despite a decline some time back

• Promotion of the latest trends in the industry• Focus on health drinks as an important intake

for family members

Why Horlicks?

• Horlicks is the market leader in the HD segment in India

• High number of variants and flavors • Provides complete nutrition to children,

women, old people and thus caters to various sub classes of people

• Horlicks is sold in a number of countries across the world

• Innovator in advertisements and promotional campaigns

SWOT Analysis

Horlicks

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GSK

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Competitors’ Analysis

The Survey

Statistics

•Mailing out questionnaires to 300 students and professionals.•120 replied back (40.0%)•The survey was online and thus represents the choices of the users who have access to the internet.•The survey consisted of 13 objective questions of multiple choices. Users had to mark their choices in the questionnaire.

Parameters

Age - Below 10 years

• Mothers take decisions for the children in this category• Sales of this category is equally distributed among the top brands• Complete A-Z nutrition which attracted the attention of consumers in this category• No special variant for this range

10-20 years• Bournvita enjoy the best market share. • Horlicks and Complan enjoy a comparative market share• Again, majority of children take a health drink as their daily supplements• Horlicks’ campaign of “Badlo Apne Bachpan Ka Size” aligns to the consumers• The drink in new variants such as chocolate, vanilla and honey attracted to the children

20-45 years

• Most of the people in this group don’t consume health drinks and hence ‘none’ has maximum share• Horlicks is second in market share• the stressed out bodies of consumers need some health drink to take care of• Horlicks Lite and Horlicks for pregnancy are exactly catered for this age group• Mother's Horlicks is a superior nutritional brand which also focused on this category

Above 45 years

• Most of the people in this group don’t consume health drinks • ‘none’ has maximum share • The people of this group are generally prone to diseases of osteoporosis and cholesterol levels• Horlicks Lite works perfectly for them

Product Taste

• Bournvita dominates the market with the largest chunk of the pie• Bournvita comes only in the chocolate version and hence it is immensely popular• Vanilla is also in vogue because some people love the natural and old taste• Horlicks with its newer drinks, more varied in taste is rising up in this ladder

Value For Price• Horlicks leads the market in the chart• Horlicks is relatively less costly and this makes it the leader in this head• Bournvita’s high cost pushes it down the rack because it provides almost similar value• Others share a great deal in this pie due to cheap prices

Advertisement Campaign

• Boost is the leader in this category• Horlicks, Complan and Bournvita follow next in that order • Boost leads due to brand ambassadors like Sachin, Sehwag and Dhoni • Horlicks was close second as it appealed mostly to Housewives • The “taller, stronger, sharper” campaign was more popular among the kids

Parameters Horlicks

Bournvita

Complan

Boost Others

Age group(below 10)

1 2 3 4 5

Age group(10-20)

2 1 3 4 5

Age group(20-45)

1 2 2 5 4

Age group(above 45)

1 4 2 5 3

Product taste 4 1 3 2 5Value for price 1 3 2 4 5Advertisement cmpn

2 4 3 1 5

Score 12 17 18 25 32From the above table, it is clearly shown that Horlicks is the best product among all of them.

Analysis

Rating: 1 to 5 where 1 is the best and 5 is the worstScore: the overall sum of all the ratings of the

parameters for the product

Deductions• A thorough analysis of the study, helps us understand the consumers changing preferences• Horlicks still enjoy the status of favorite drink among its consumers but its rivals are giving it tough competition• Horlicks is losing some ground among the young generation especially in age group of 10-20• House wives and mothers still prefer Horlicks over other brands for their children• Price though a factor but was considered as a secondary one• People about the age group of 60 years prefer Horlicks mainly due to the lack of competition by the rivals

Limitations of the survey• Survey population was scattered and so we did not get a uniform distribution

• Sample population size was less since only 40% of the population approached filled up the questionnaire

• Moreover, an online survey does not give a fairly accurate information

•

Future scope of the study

• Incorporation of consumer behavior due to its constant change with rapid increase in competition

• Consideration of various strategic models in competitor analysis

• Survey should encompass the dynamic change in marketing environment

• Need of increase of exhaustiveness of the survey with respect to questionnaire and sample population size

Recommendations• The sale for Horlicks can be enhanced by having various freebies offers where a kid can be attracted to the product• Special discounts can be given on purchase of more than one Horlicks, thus attracting women• Building of brand among children at young age thus getting Horlicks into their food habits• The company should beware of negative publicity

Conclusion• GSK-CH has diversified in various segments of its

consumer base• The Company is working towards sustaining the

momentum in the current and upcoming year• Horlicks is the market leader with wide distribution

network and huge consumer base• Horlicks offer wide range of products to its

consumers with focus and research and development• GSK revenue is dependent too much on sale of

Horlicks• Horlicks is facing competition from Complan and

other new products launched by the various new entrants in the segment

Bibliography

• www.infoindia.com• www.financialexpress.com• www.wikipedia.com• www.gsk-ch.in• www.google.com• www.motherhorlicks.com• www.juniorhorlicks.com