Beruflich Dokumente
Kultur Dokumente
By:
Hemant Dutta
Varun Bhatt
Rashmi Sudheer
HORLICKS
Sir WILLIAM HORLICKS
Q2 : GSK had earlier used sachets to increase sales volumes, but had
little success. Do you think the new packaging has played an important
role in the success of the re-launch ? Would sachets instead of bottles, be
beneficial as a means to target children more effectively.
Horlicks gets new look, plans to turn into a mega brand
The changed logo and redesigned packaging aim to bring about a unified new look
in all the products under the Horlicks portfolio
Puneet Das, general manager, marketing, GSKCH, "The brand has been in India
for more than 100 years and has established a very strong equity with consumers.
Over the years, it has evolved to become a mega brand worth more than Rs 1500
crore, with products under various categories such as biscuits, nutribars and the
most recent one - instant noodles.
To promote the new look over the next 12 months, the company has kept a budget
of Rs 300 crore. GSK plans a mass media campaign, which includes a range of
television commercials and nationwide activation. As part of the activation,
consumers will have to call and answer three simple questions on health, record
their 'mauka' and stand a chance to get their opportunity (or mauka) funded by
Horlicks. Apart from this, the company will create eye catching visibility at points of
purchase.
Puneet Das, general manager, marketing, GSKCH
The new packaging and the logo have been designed by
Bengaluru based brand consulting and design agency, Ray and
Keshavan.
From a boring nutritional drink, GSK is trying to position Horlicks as
`pleasurable nourishment', by launching it in vanilla, chocolate and
honey variants.
Child: "Horlicks is an old person's drink and I drink it only because mama forces
me to do so."
Mother: "My kids drink whatever they feel like, and I wish they would ask for
Horlicks.“
the consumer research findings show the new avatar of Horlicks has the highest
shelf appeal and maximum visibility.
Apart from the new flavours and attractive packaging, the brand has also made a
complete turnaround as far as its positioning is concerned. The brand, which used
to previously address mothers, will now address the kids.
With this re-launch, Govil hopes that the brand would grow this year in the range
of 10 to12 per cent, and position the brand as a pleasurable nutrition experience
especially for the children. Therefore no more pestering by mums and the kids can
have an option between chocolate, vanilla and honey!
GlaxoSmithKline is plotting a relaunch of its 130-year-old Horlicks drink
that will for the first time explain the scientific evidence behind its claim to
help people sleep. The ads ran alongside an on-pack promotion, the
Horlicks Sleep Challenge
As Horlicks sits in the same stable as Lucozade and Ribena within GSK's
nutritional heathcare division, it is a plausible move for the marketing
team to turn to science.
POSITIONING:
It was initially introduced both a substitute & an additive to
milk and it was initially positioned itself as “food for
convalescing” & a nutrient supplement for kids only.
RE-POSITIONING:
POSITIONING:
Pleasurable nourishment.
BRAND ASSOCIATION:
COMMUNICATING THE MESSAGE
PROMOTION:
Organized nationwide events like- Wiz kid & Dream Team.
CAMPAIGN:
PRODUCT FOCUS:
DISTRIBUTION COVERAGE:
NUTRIBAR
50%
17%
15%
WAR Of Ad: Vs
The spot goes on with the Complan boy saying,
Complan Boy: my health drink has 23 nutrients, how much does yours
have?
HORLICKS BOY: 23 nutrients and also something.
COMPLAN BOY: Mine makes me 'Taller‘.
HORLICKS BOY: mine makes me 'Taller, Stronger & Sharper‘.
COMPLAN BOY: mine costs Rs.178.
HORLICKS BOY: mine costs only Rs.124.
COMPLAN BOY: Mummy, In this case we are higher right.
Hearing this the mother makes a grimace kind of look & the Ad ends with a
couple of people carrying a HORLICKS billboard with 3 tenets of Taller,
Stronger & Sharper.
BRAND MANUFACT TARGET BRAND MARKET PRODUCT USP CLAIM
-URER EXTENSIO SHARE AVAILABI
-N -LITY
HEINZ Growing Biscuit & 17% >7lac retail 23 essential Grow faster
children Muesli outlets nutrients with with Complan
accurate
proportion
CADBURY Children & Bourneville 15% 4lac retail Choco taste “Real
Teenagers Dark outlet with the Achievers
Chocolate power of who have
Calcium grown up on
Bourn vita”.
THANK YOU!!!