horlicks v2
TRANSCRIPT
Linda Bay | Kang Gui Ling | Lee Yifang Henry Lim | Nguyen Thuy Ahn | Seah Chee Yong
Hypothesis
Methodology
Findings
Reccomendations
Conclusion
Company Overview
WHO?
GlaxoSmithKline
Nutritional Healthcare Products
WHO?
Horlicks 3-in-1 Lite
Health Conscious Ladies
2009
PROBLEM
PRODUCT OFFERING
HISTORY OF ESTABLISHMENT
MARKET SHARE
SECONDARY RESEARCH
MARKET ANALYSIS
SECONDARY RESEARCH
$139 Million2009 HOT DRINKS MARKET
SECONDARY RESEARCH
10.5%
$139 Million2009 HOT DRINKS MARKET
MALT BASED DRINKS, HOT CHOCOLATE ETC.
SECONDARY RESEARCH
10.5%MALT BASED DRINKS, HOT CHOCOLATE ETC.
95%MALT BASED DRINKS
SECONDARY RESEARCH
YEAR 2010 - 2015
3%
SECONDARY RESEARCH
77%
9%7%
SECONDARY RESEARCH
MARKET TRENDS
29%EAT HEALTHY
60%HEALTH
CONSCIOUS
1 2CONSUME
SUPPLEMENTS
in
INCOHERENT BRAND IMAGE
INCOME INCREASE
68%
INCOME INCREASE
56%ONLY
INCOME INCREASE
68%
INCOME INCREASE
56%ONLY
INCREASE INEMPLOYMENT
7%
INCREASE INEMPLOYMENT
3%ONLY
GREATERPURCHASING
POWER
Observational Studies
Focus Group
Survey
In Depth Interview
HORLICKS
EXPLORATORY STUDIES
EXPLORATORY RESEARCH
IN DEPTHINTERVIEW
WITHIN OUR SEGMENT...
1NO.
CHOICE
LOW CHOICE
HIGH AWARENESSRECOLLECTION
ASSOCIATIONS...
BREAKFASTSNACK
NEUTRAL
SPORTSYOUTH KIDS
STRONGER WEAKER
LOW CONSUMPTIONLOW EXPOSUREDUE TO
LOW CONSUMPTIONLOW EXPOSUREDUE TO
WILLING TO TRYFREE TRIALIF
LOW CONSUMPTIONLOW EXPOSUREDUE TO
WILLING TO TRYFREE TRIALIF
PACKAGEDTIN CANSPREFERRED OVER
EXPLORATORY RESEARCH
FOCUS GROUP
TIME OF DAYAFFECTS CHOICE
ONLY FEMALESVALUED NUTRITIONAL VALUE
MILOTASTE BENCHMARKHABITUAL CONSUMPTION
LOW WILLINGNESS TO TRYSTRONG AVERSION TO HORLICKS
FOR THOSE WITH
CURRENT MARKETING STRATEGIESFAILED TO COMMUNICATE
NUTRITION
OBSERVATIONAL STUDY
3OUTLETS
6.00-8.30PM
FEMALESHORLICKS & MILO
HORLICKS MILO
>50>35YEARS OLD YEARS OLD
HORLICKS PURCHASE26%
35 AND ABOVE
HORLICKS LOW MARKET SHARE
FEMALES
OBSERVATIONAL STUDY
54%
LUNCH
19%19%
27%
OTHERS
64%
DINNER
19%15%
21%
HYPOTHESIS
There is#1no difference in
awareness levels between Milo and
Horlicks.
Time of the #2day affects choice of drink purchase.
Target #3consumers prefer malted drinks that
are thick and strong
Prominent #4display of Horlicks will increase sales.
Consumers prefer#5drinks that are nutritous when choosing malted
drinks.
HORLICKS
PREDICTIVERESEARCH
There is#1no difference in
awareness levels between Milo and
Horlicks.
55%CITED MILO AND HORLICKS
UNAIDED RECALL
97%CITED MILO AND HORLICKS
AIDED RECALL
PERCEPTUAL MAP
There is#1no difference in
awareness levels between Milo and
Horlicks.
TRUE
Time of the #2day affects choice of drink purchase.
Time of the #2day affects choice of drink purchase.
TRUE
Target #3consumers prefer malted drinks that
are thick and strong
Target #3consumers prefer malted drinks that
are thick and strongFALSE
Prominent #4display of Horlicks will increase sales.
Prominent #4display of Horlicks will increase sales.
FALSE
Consumers prefer#5drinks that are nutritous when choosing malted
drinks.
Consumers prefer#5drinks that are nutritous when choosing malted
drinks.FALSE
RECOMMENDATIONS
NEW & IMPROVED
PRODUCT
CHOCOLATEFLAVORED
MILD & SMOOTH
TETRA PACK
POSITIONED ASCOLD DRINK
PRICE
90¢PER PACK
PLACE
PROMOTIONS