Strategic Brand

Analysis of
HORLICKS
Presented to –
Presented By-
Prof.Jaya Gopalakrishnan
The “INVINCIBLE”
Group-1
INTRODUCTIO
N
 Holicks a brand was established before 6 decades back in 1960.
 It is owned by GlaxoSmithKline consumer health care.
 It’s a malted milk hot drink.
 It was a substitute of “Milk” as Baby Food
 It acquired more than 50% market share in India milk beverage market.
 Initially Horlicks is claimed to promote sleep when consumed at bedtime.
 In India, It is popularly known as “mother’s Horlicks”.
Some Facts
• All Horlicks sold in India = 6 times length of
Great wall of China
• Taller, Stronger and Sharper.
• Sixth most-trusted brand in India
Brand Evolution
• Initially imported from Britain.
• Growth through innovation
• First mover advantage.
• It came as a solution to Indian market as a
health drink.
• Customer made brand due to the product.
Brand Identity

Brand identity of Horlicks will be clearly defined once the following

questions are answered:
 What is the Horlicks particular vision and
aim?
 What makes it different?
 What need is the brand fulfilling?
 What is its permanent nature?
Brand identity prism
Cont…….
 What are its value or values?
 What is its field of competence? Of
legitimacy?
 What are the signs which make the brand
recognizable?
 Positioning Horlicks
 For what benefit?
 For whom?
 For what Reason?
 Against whom?
Horlicks Brand Extension
 Product line extension without sub-
brand
 Extension with sub-brand.
 Extending the brand to related
categories.
Reasons for successful
brand extension

• Fit between parent brand and brand

extension.
• Parent brand conviction and parent’s
brand experience.
• Retailer experience.
Brand life cycle
Why Horlicks is so successful

• Excels at delivering the benefits customers truly desired.

• Staying relevant.
• Pricing strategy based on “value for money”.
• Proper positioning.
• Consistency.
• Creating entry barriers.
Horlicks placed itself as a
generalist Brand
Implementation of Brand
• Through product quality
• Price
• By winning trust of consumer
• Recommendation
• Brand activation
• Brand extension
Media for positioning brand
• Radio 1st preference

• Television 2nd preference

• News papers 3rd preference

• Internet 4th preference

• Magazines 5 th preference
Some important steps
taken by Horlicks

• Something for everyone.

• Packaging
• Nourishing the brand
• Adding Rural Reach
• A fresh new image.
• Integrated Media campaign
CONCLUSION
“Horlicks is not creating any
needs just fulfilling the
needs of the
consumer’s…….”
THANK YOU