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r Horlicks is the leading Health Food drink in India. It is a
malted milk powder, that you mix with the milk to make a
drink.
r Horlicks is the highly respected brand of GlaxoSmithKline.
r GSKCH is one of the largest players in the Health Food
drinks industry in India.
r Horlicks is manufactured by GSKCH in various market like
United Kingdom, South Africa, New Zealand, Bangladesh,
India, Pakistan and Jamaica, Philippines and Malaysia.
r The largest market for Horlicks are the UK, India and
Malaysia.
 
r Horlicks is sold in a number of countries, but its
biggest market is India.
r As India has the biggest market of Horlicks, thus, new
products have been developed specifically for India,
such as alternative flavors and special formulations for
young children and breast-feeding mothers
r Such as Horlicks Ninja, Junior Horlicks, Mothers'
Horlicks, Horlicks Lite, Horlicks Biscuits.
r Junior Horlicks 1-2-3 is a large extension that is
specially designed for pre-school children.
  
 


r GSKCH has been keen on extending its brand Horlicks across

newer product categories and thus has been entered into the
highly competitive segment of instant noodles through its newly
introduced Horlicks Foodles, aimed to explore the category of
salty snack food market.

r Thus, the company launched its noodles under the popular

Horlicks brand named ǮFoodles´ in the year late 2009 that is
expected to compete with market leader ǮMaggi´ from Nestle.
   
 



r From Market Research, It has been found that mothers

wouldnǯt allow their kids to enjoy NOODLES too
because of the Maida-clad noodles.
r Taking clue from this fact, GSK decided to tap this
bigger opportunity to position itself differently and to
provide healthy snack foods.
r Thus, Horlicks kick-off the Foodles offerings in two
healthy variants:
Regular
Multi Grain.
m 

Horlicks Foodles will be available in Rs 10 and Rs 15 in
multi-grain and regular variants under various flavors
like ǮAla Masalaǯ, ǮCurry in a Hurryǯ and ǮSlice of Spiceǯ.
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Horlicks has for years been the most

famous health food drink across India.
But over a period of time it has
diversified into biscuits, nutribars and
instant noodles with varying degrees of
successj
  
  

Horlicks has launched a new extension in the

noodles category . The extension has the brand
name Foodles and is endorsed by Horlicks.
Foodles is positioned as a healthy noodles. The
brand has launched two variants of noodles. -
Regular and Multi-grain The main USP of
Foodles is the " Health Maker" sachet which
comes along with the noodles pack. The health
maker sachet contains the essentials of 5
vitamins.
 
Foodles by Horlicks cannot be termed as a
brand extension. In this case Foodles is the
main brand and Horlicks is the endorser
brand. But for all practical purposes, Foodles
is going to impact Horlicks just like any other
brand extension.

Horlicks off late has been on a extension

spree. It recently launched the Nutribar snack
bar with an aim of transforming Horlicks in to
an umbrella brand for launching health
related food products.
  
 

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They even targeted teenagers and adults who want a

nutritious bite by introducing Nutribar Ȃ a cereal bar.
And now they have ventured in a totally different
area, instant noodles i.e. m!.
 m
!
 
 

The stages through which individual products
develop over time is called commonly known as
the ·m%*#!+%!·

Plc reflects sales and profit of a product over a

period of time

m
r Õ &)

In the introduction stage, the firm seeks to build product
awareness and develop a market for the product.
r = *)

The Growth Stage is characterised by rapid growth in sales
and profits. Profits arise due to an increase in output
(economies of scale)and possibly better prices
r & % 

Marked by slowing of growth rates in sales and profits and
cut throat competiton.
r Ê

 

sales decline,since customer preferences have changed in
flavour of more efficient and better product.
 
 



r Noodles without NO= foodles

r health conscious parents

r Made with nutritious grains like Rice, Ragi, Wheat and

Corn.

r Itǯs a different product made with multi grains, something

which Indian market has not seen yet.