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Group - PIONEER1. Md. Ekram Ahmed 13143101153

2. Tanmoy Sarker 13143101149

3. Md. Mehedi Hasan 13143101152

4. Dewan Tasif Newaz 13143101146

5. Md. Ismaile Hussen 13143101372

Presentation OnMarketing Planning of

INTRODUCTION•Name of a company and of a malted milk hot drink.•Invented in 1873 by James Horlicks.•Manufactured by GlaxoSmithKline (GSK).•Came to India with British Army end of World War I.•Available in India for 70 years.

DESCRIPTION SEGMENTATION

Horlicks (general)Price: 395tk/450gm

Horlicks Chocolate Price: 395tk/400gm

Junior Horlicks Price: 420tk/400gm

Horlicks Light Price: 650tk/500gm

Mother’s HorlicksPrice: 425tk/400gm

DESCRIPTION (CONT’D)MARKET POSITION:Horlicks is now at the TOP of the market among the other competitors like Complan, Boost, Bournvita, etc.

TARKET MARKET:Primarily targets child whose ages are 5-10. But, recently it targets teenage groups.

COMPETITORSMAJOR COMPETITORS:

BOOST: Launched in 1975

COMPLAN: Launched in 1954

BOURNVITA: Launched in 1949

DISTRIBUTION1. Advertised through 'Taller, Stronger, Sharper' campaign.2. Manufactured by GlaxoSmithKline (GSK).3. Distributed by Mutual Group.

SWOT ANALYSISSTRENGTHS:1. Big brand visibility 2. Good advertising 3. Long term association with

markets.4. Over 140 years of history

WEAKNESSES:1. High investment in technology

and advertisement.2. Food products have a limited

shelf life

SWOT ANALYSIS (CONT’D)OPPORTUNITIES: 1. Untapped rural markets2. Better product packaging and

preservation3. Growth of Indian economy

THREATS:1. Competitors with lower

price offerings2. Increase in cost of raw

materials3. Entry of new domestic and

international brand

MARKETING STRATEGYPRODUCT STRATEGY:1. The relaunch to focus on children2. Now available in Regular, Chocolate,

Creamy Vanilla and Honey Buzz3. Varieties in a new package

PRICING STRATEGY:1. Selecting the Pricing

Objective2. Determining Demand3. Estimating Costs4. Analyzing Competitor Cost5. Selecting a Pricing Method6. Final Pricing

MARKETING STRATEGY (CONT’D)

PLACE STRATEGY:1. Has a strong marketing network

in India2. Comprising over 1800

wholesalers3. Direct coverage of over 4,00,000

retail outlets

PROMOTION STRATEGY:1. Invested Rs 10 crore for brand

promotion in 20032. Invested Rs 350 crore for

advertising in 20103. Inter-school competition called

'Activity 2003'

OBJECTIVES AND ISSUESMARKETING OBJECTIVES:1. 1st Year: Unit sales volume of 2,

00,000.2. 2nd Year: To sell a combined total

of one million units.3. To achieve break-even early in

this period.

UNIQUENESS:1. No other product has as more

flavor or item as Horlicks.2. Its marketing strategy makes it

really unique.

OBJECTIVES AND ISSUES (CONT’D)

POSITIONING STRATEGY:1. Positioned as 'pleasurable nourishment' by launching vanilla, chocolate and

honey variants.

2. Now Proven - Taller, Stronger, Sharper.

3. Junior Horlicks for children between the ages of 2-5.

4. Horlicks Lite for the elderly.

5. Women's Horlicks and Mother Horlicks for women consumers.

6. Packaging of products was designed according to the target consumers.

BUDGET AND FORECASTINGBREAK-EVEN ANALYSIS: SALES FORECAST:

Horlicks has earned tk. 5,00,000 by selling 60,000 unit a month.

EXPENSE FORECAST:The total expense of production is tk. 3,50,000.

PROFIT FORECAST:Profit = Revenue - Expense = 5, 00,000 - 3, 50,000 = 1, 50,000 tk.

FINDINGS AND RECOMMENDATIONS

Need to take better market research policy.

Company should develop their marketing policy.

The price of products should minimize.Develop consumer level promotional

strategy.

Try to develop strategy more public oriented.

Develop the consumer relation. Delivery system should be faster. Need more TV advertisement.