Target market

• In UK, used as night time drink to help people sleep

• In India, Horlicks caters to three market segment(kids, breast-fed children & elderly)

• In Pakistan , before official launch they were targeting elderly people.

• After official launch it targeted mother of growing children, lately focus on children 7 to 14 years

• Malt flavored Horlicks available in three packaging-350 gm glass bottle-200 gm pouch-500 gm plastic bottle

Competition

BOURNVITA OVALTINE MILO

• Owned by Cadbury-Schweppes

• Targeted children 2-14 years of age

• Perceived as a chocolate drink full of vitamins

• Owned by British wander AG, subsidiary of Twinings

• Perceived as a nutritional drink

• Owned by Nestle

• Offer chocolate and malt flavors