LEVERAGING THE BRAND EQUITY.

By:

Hemant Dutta

Varun Bhatt

Rashmi Sudheer

HORLICKSSir WILLIAM HORLICKS

The original manufacture & patent holder of the malted drink.

Now a product from- GSK Consumer Health.

Launched in the year 1930 .

Launched as an additive & substitute to milk.

Most trusted health drink brand (6th position in trusted brand list).

Market share of more than 50%.

Q1 : How dis an understanding of consumer behavior help GSK re-launch Horlicks in a completely new version, targeted exclusively at children.

Q2 : GSK had earlier used sachets to increase sales volumes, but had little success. Do you think the new packaging has played an important role in the success of the re-launch ? Would sachets instead of bottles, be beneficial as a means to target children more effectively.

Horlicks gets new look, plans to turn into a mega brand

The changed logo and redesigned packaging aim to bring about a unified new look in all the products under the Horlicks portfolio

Puneet Das, general manager, marketing, GSKCH, "The brand has been in India for more than 100 years and has established a very strong equity with consumers. Over the years, it has evolved to become a mega brand worth more than Rs 1500 crore, with products under various categories such as biscuits, nutribars and the most recent one - instant noodles.

To promote the new look over the next 12 months, the company has kept a budget of Rs 300 crore. GSK plans a mass media campaign, which includes a range of television commercials and nationwide activation. As part of the activation, consumers will have to call and answer three simple questions on health, record their 'mauka' and stand a chance to get their opportunity (or mauka) funded by Horlicks. Apart from this, the company will create eye catching visibility at points of purchase.

Puneet Das, general manager, marketing, GSKCH

The new packaging and the logo have been designed by Bengaluru based brand consulting and design agency, Ray and Keshavan.

From a boring nutritional drink, GSK is trying to position Horlicks as `pleasurable nourishment', by launching it in vanilla, chocolate and honey variants.

Child: "Horlicks is an old person's drink and I drink it only because mama forces me to do so."

Mother: "My kids drink whatever they feel like, and I wish they would ask for Horlicks.“

the consumer research findings show the new avatar of Horlicks has the highest shelf appeal and maximum visibility.

Apart from the new flavours and attractive packaging, the brand has also made a complete turnaround as far as its positioning is concerned. The brand, which used to previously address mothers, will now address the kids.

With this re-launch, Govil hopes that the brand would grow this year in the range of 10 to12 per cent, and position the brand as a pleasurable nutrition experience especially for the children. Therefore no more pestering by mums and the kids can have an option between chocolate, vanilla and honey!

GlaxoSmithKline is plotting a relaunch of its 130-year-old Horlicks drink that will for the first time explain the scientific evidence behind its claim to help people sleep. The ads ran alongside an on-pack promotion, the Horlicks Sleep Challenge

As Horlicks sits in the same stable as Lucozade and Ribena within GSK's nutritional heathcare division, it is a plausible move for the marketing team to turn to science.

In 1999, it ran a TV ad campaign starring Alan Shearer based on a Journal of Sports Science investigation that found Lucozade Sport keeps athletes going for 33% longer than water. Its sales have grown 60% since 1997.

POSITIONING & RE-POSITIONING OF HORLICKS

POSITIONING:

It was initially introduced both a substitute & an additive to milk and it was initially positioned itself as “food for convalescing” & a nutrient supplement for kids only.

RE-POSITIONING:

From a boring nutritional drink, GSK positioned Horlicks as `pleasurable nourishment', by launching it in vanilla, chocolate and honey variants.

It introduced other variants like - Jr. Horlicks, Women’s Horlicks, Mother Horlicks & Horlicks Lite to repositioned itself from the children segment to other segment for consumption.

POSITIONING THE BRAND

POSITIONING:

Pleasurable nourishment.

BRAND ASSOCIATION:

COMMUNICATING THE MESSAGE

PROMOTION:Organized nationwide events like- Wiz kid & Dream Team.

Epang Opang Japang .

CAMPAIGN:

“Badlo Apne Bachpan Ka Size”, takes the thought to the next level by communicating how Horlicks enables kids to have a bigger, better, childhood while growing Taller, Stronger, Sharper

DELIVERING THE PERFORMANCE

PRODUCT FOCUS:

Benefit of 23 vital nutrients.

DISTRIBUTION COVERAGE:

Through more than 5lac retail outlets.

LEVERAGING THE BRANDBRAND EXTENSION:

JUNIOR HORLICKS BISCUIT

NUTRIBAR

HORLICKS CHILLED DOODH

SOMETHING ABOUT THE BRAND EXTENDED PRODUCTSBRAND LAUNCHED ON COMPETITOR GSKCH

EXPECTATION

Junior Horlicks Biscuit

June 2009 Parle-G & Britannia Tiger

Rs 50 Crore Sales Turnover

Horlicks Nutribar March 2009 Mars Licker Rs 100-150 Crore of Revenue in 5 yrs

Horlicks Chilled Doodh

April 2009 Amul Kool &MAFCO

Rs 50-100 Crore of Revenue in next 5 yrs

COMPETITION

In India the milk beverage market is of Rs 2,305 Crore.

BRAND MARKET SHARE

50%

17%

15%

WAR Of Ad: Vs The spot goes on with the Complan boy saying,

Complan Boy: my health drink has 23 nutrients, how much does yours have?

HORLICKS BOY: 23 nutrients and also something.

COMPLAN BOY: Mine makes me 'Taller‘.

HORLICKS BOY: mine makes me 'Taller, Stronger & Sharper‘.

COMPLAN BOY: mine costs Rs.178.

HORLICKS BOY: mine costs only Rs.124.

COMPLAN BOY: Mummy, In this case we are higher right.

Hearing this the mother makes a grimace kind of look & the Ad ends with a couple of people carrying a HORLICKS billboard with 3 tenets of Taller, Stronger & Sharper.

BRAND MANUFACT-URER

TARGET BRAND EXTENSIO-N

MARKET SHARE

PRODUCT AVAILABI-LITY

USP CLAIM

GSKHC Children, women, pregnant women & elderly people

Biscuit, Energy bar & Chilled Milk

50% >5lac retail outlets

23 essential nutrients

"Children have become taller, stronger and sharper. The Horlicks challenge – now proven.

HEINZ Growing children

Biscuit & Muesli

17% >7lac retail outlets

23 essential nutrients with accurate proportion

Grow faster with Complan

CADBURY Children & Teenagers

Bourneville Dark Chocolate

15% 4lac retail outlet

Choco taste with the power of Calcium

“Real Achievers who have grown up on Bourn vita”.

THANK YOU!!!