horlicks brand dossier
TRANSCRIPT
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Horlicks
Taller Stronger Sharper
Presented By :Sharath GhoshShyamal BhattarjeeAswin ChristiePraveen Kumar ReddyJoyeeta Sarkar
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Praxis Business School
Agenda
Brand OverviewPositioning and RepositioningCompetitor Analysis Strategies Adopted
DistributionMarketingSegmentation
Market Research AnalysisRecommendations
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Evolution FactsProductAnalysis
Brand Overview
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135 year old brand1865 : William and James Horlicks started the company1945 : Company acquired by British Horlicks business2000 : Glaxo and Smithkline mergerConstantly involved in Line extension and brand extensionThe brand commands above 50% market share in 1300cr Indian Health Drink industryIt is dominating the Rs 2,200-crore malted food drinks (MFD) market.
Evolution
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Horlicks was first invented to substitute milk as baby food
The brand has been endorsed by Amitabh Bachchan on the radio(1960-70), Vishwanathan Anand
Biggest market is India
6th most trusted brand in India (AC Nelson)
Facts
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BrandExtension
LineExtension
HorlicksLite
HorlicksFlavors
Women’s Horlicks
JuniorHorlicks
Chill Doodh
Nutribar
Foodles
Product Analysis
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Horlicks(1930)
JuniorHorlicks(1995)
Women'sHorlicks(1997)
HorlicksLite
(2005)
HorlicksFlavors(2003)
•Family Nourisher•Taller Stronger Sharper•Vitamins & Minerals
•Daily Quota for baby food supplement•DHA for Brain Development•A-Z nutrition
•26 vital Nutrients•Rich in Anti-Oxidants•Improves quality & quantity of breast milk
•Low Fat•High Fabre•Anti-Oxidants•Low Sucrose•Zero sugar•Zero Cholesterol
•Vanilla, Toffee, Elaichi•Chocolate Horlicks
LineExtension
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Horlicks(1930)
Foodles(2010)
HorlicksBiscuit(1992)
Nutribar(2009)
Chill Doodh(2010)
•Standard & Elaichi Flavor•100% RDA•Power of Calcium
•Wheat & Nutrients•116 cal•1.2gm fat•4.7g protein•Vit. A,C & calcium
•Cereal & Multi Grain•11 nutrients•Wheat, Rice Oats & Honey•312 cal & 7.5g fat
•Instant Milk Shake•Attractive Flavors (like Chocolate)
BrandExtension
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Positioning & Repositioning
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Initial positioning : Malted milk drink to promote sleepRepositioned in 2003 in India : Nutritional drink to “pleasurable nourishment”New Logo : `Now Proven - Taller, Stronger, Sharper.'Junior Horlicks was positioned as a product exclusively for childrenWomen’s Horlicks Repositioned as Mother’s Horlicks (2004) & again as Women’s Horlicks (2008)Horlicks Nutribar positioned on the twin planks of health and convenience.Repositioned Maltova (2002 & 2004)
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Competitor Analysis
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Horlicks, 52.6
Maltova, 0.5
Boost, 12.6Viva, 0.8
Complan, 12.1
Bournvita, 17.2
Others, 4.2
Sales
Horlicks
Maltova
Boost
Viva
Complan
Bournvita
Others
Market Leader in the Health Drink Market
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Viva(2001)
Maltova(2000)
Acquired from Jagatjit Industries
Horlicks beats them with a superior Supply Chain Network
Acquired them to consolidate market share
Acquisitions
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Heinz Complan is its nearest competitor.
Horlicks has always been able to price itself lesser than the competition.
Horlicks attracts consumers via consumer centric packaging.
Horlicks came out with various flavours, which has ensured its current market position.
Horlicks vs Complan
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Chocolate, 60Elaichi, 20
Vanilla, 12
Honey, 8
Sales
Chocolate
Elaichi
Vanilla
Honey
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“Cadbury” Bournvita
Brown Powder & Milk Additive
Strong presence overall
Horlicks vs. Bournvita
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Entered into the 1000 crore instant noodle market with market leader Nestle Maggi having 90% market shareIt has gone past the other small players like Nissin Foods Top Ramen, Future Groups Tasty Treat etc.
Horlicks Foodles vs. Nestle Maggi
Horlicks Nutribar vs. Mars Snickers
Horlicks beats Snickers with its strong distribution networkSnickers is tagged as a 4PM snack while Nutribar is tagged as anytime snack for hungry.Snickers have 512cals and 27g fat while Nutribar is as low as 312cals and 7.5g fat
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Distribution Marketing Segmentation
Strategies Adopted
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Manufacturing Unit
C & F
Super Distributer(towns <1lac pop)
Sub-Distributor(Outsourced)
Satellite
Retailer
Base Town Distributor
(towns >1lac pop)
Retailer
•2 manufacturing units : Nabha(Punjab) & Rajmundi (AP)•7 packaging Units•Rs. 10/carton•Other costs borne by company•Margin : 1.7%•Freight : 0.50•Feeds 10-15 Sub-Distributors
•Margin : 2.75%•500 units
•Margin : 2.75%•5000 units
•Supply Rural Market•Contributes 30-35% of sales
Distribution
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Reached masses through the radio, by Amitabh Bachchan (1960-1970)Apang Opang Jhopang CampaignTaller Stronger Sharper Campaign: Conducted clinical trial with 869 students in HyderabadRural Campaigning: Video on wheel and Hut ActivitiesEndorsed by Vishwanathan Anand & Darsheel Safari Wiz kids an inter school fiestaPromoted by DoctorsAsha Project
Marketing
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• Teenagers• Diabetic Patients• Sugar free Market
Segment
• Women• Age Group 19-50• Pregnant Women
• Baby Food Supplement
• Age Group <5• Pre School Kids
Junior Horlicks(1995)
Women’s Horlicks(1997)
Horlicks Flavors(2003)
Horlicks Lite
(2005)
Segmentation
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Market Research Analysis
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HypothesisInformation RequiredSampling PlanData Analysis ToolsQuestionnaire DesignResult & InferencesNet Take Away
Market research Analysis
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Is the product segmentation strategy working for Horlicks ?
Attack yourself strategyWiden the Cake not the SliceProduct Awareness
Hypothesis
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Are the consumers familiar with the uniqueness of the specific products?
What is the rate of consumption of different variants and also the frequency of purchase?
Are the variants used by targeted consumers for the specific purpose assigned?
Are the consumers satisfied with the product quality and do they think it as a good value for money?
Information Required
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– Size : 100 Horlicks consumer families– Region : Kolkata
– Pie Chart : To represent the above in a pictorial form showing the segmentation.
– Bar Diagram : To show the difference between the core product and its variants.
– Report : To summarise the above two pictorial tools.
Sampling Plan
Data Analysis Tools
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Stressed on the number of target consumers in each family
Product awareness based on its features
Purchase frequency on a monthly basis
Repeat purchase and the factors resulting in the same
Questionnaire Design
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Result &
Inferences
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Marketing strategy of GSK for the variants of Horlicks has
been successful and they have managed to widen the Horlicks
umbrella.
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Product awareness (variants)
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The promotion strategy of GSK has been able to convey the
USP of each variants
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Product awareness (feature)
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•Main product Horlicks have wide acceptance among age groups•The attributes of each variants have found acceptance from their respective target audience•For Junior Horlicks the trend have stretched out to the next age group
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Use of variant’s
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•The main product is purchased on regular basis•The variants have followed the same trend•The products have successfully come to the homemaker’s shopping list
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Purchase frequency
Variants
Uni
ts/m
onth
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•Consumer Loyalty : 91%•Of the 4 attributes benefits and brand are the key ones that encourage consumers for the purchase of the product•The only exception being Chocolate Horlicks whose attribute is taste.
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Consumer Feedback
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Segmentation of Horlicks has been successful.
Different variants are gradually making their way to become leaders in their respective segments.
Awareness successfully generated in the consumer mind.
Have successfully read the consumers and designed the variants for each group.
Net Take Away
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Recommendations
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Promote Milk Consumption Campaign
Bring back Vending Machines to the basket
Could attach the brand name with Sports events & Olympiads
Try promoting other brands with the main product line
Introducing ready-to-drink Horlicks sachets
Diversifying the usage of its different variants “Health Drink to Beverages”
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Thank You