Horlicks

Brand Dossier

Presented By
Joyeeta Sarkar
Praveen Kumar Reddy
Aswin Christie
Sharath Ghosh
Shyamal Bhattacharya
Content

 History.................................................................................................
.....3

 Timeline...............................................................................................
.....4

 Facts....................................................................................................
......4

 Evolution..............................................................................................
.....5

 Product
Analysis........................................................................................6

 Positioning
Repositioning..........................................................................7

 Segmentation......................................................................................
......8-9

 Distribution..........................................................................................
......10

 Competition.........................................................................................
......11

 Competitor
Analysis...................................................................................11-14

 Brand
Equity...............................................................................................1
5

 Promotion and
Advertising........................................................................16

 Strategies Adopted over time to tackle

Competition................................17

2
 ASHA
Project..............................................................................................18

 Summary regarding future direction of the

Brand....................................19

 Reference............................................................................................
.......20

 Hypothesis...........................................................................................
.......24

 Questioner...........................................................................................
.......26

 Data
Analysis..............................................................................................
30

 Conclusion...........................................................................................
.......36

3
 Phase I

History

In 1873 James Horlick, a pharmacist with his brother William

established a company J & W Horlicks in Chicago, USA to manufacture
a “malted milk drink” , which claimed to promote sleep. In 1883 they
got patent for this product. Horlicks was thus the first invented to
substitute milk baby food. In 1890 the product was imported to the

4
 United Kingdom and later a factory was established in slough,
Berkshire, England.

Horlicks became popular during the world wars 1 and 2. The drink
became popular at home and the battle front. In world war two,
Horlicks tablets were sold as a candy, used as an energy booster by
US, UK and other soldiers.

Coming to India, Horlicks bottles were imported and sold.This was

during 1930 ‘s . In the latter part of 1958, a plant was set up, and was
named Hindustan milk food manufactures. After this the company was
acquired by Beecham which later became Smithkline Beecham and
finally became Glaxo SmithKline Beecham Consumer Health care ltd.

Timeline
 1865 : William and James Horlicks started the company

 1875 : Business moved to Racine, Wisconsin for its supply of

spring water

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  1883 : William was given a US patent for Horlicks being the
first

Malted milk drinks mixing powder

 1906 : Factory constructed at slough UK

 1909 : Horlicks became popular in north pole and south pole

expeditions as a

Provision

 1921 : Death of James led the company to split, William having

the Americas

And the sons of James the rest of the world

 1931 : “Night Starvation” was a story developed to promote

Horlicks as a

bed time drink

 1945 : Company acquired by British Horlicks business

 1952 : Horlicks was said to cure gastric ulcers and some forms
of diabetes

 1960 : Factory established in Punjab to make Horlicks from

Buffalo Milk

 1968 : Factory built in Bangladesh and Pakistan to satisfy local

demand

 1975 : factory built in Andhra Pradesh

 2000 : Glaxo and Smithkline merger

Facts

• Horlicks was first invented to substitute milk as baby food

• The brand has been endorsed by Amitabh Bachchan on the
radio(1960-70), Moon Moon Sen and her daughters Raima and Riya
(1980s) and Vishwanathan Anand

• In India, over 2 billion cups of Horlicks are drunk every year!

• Biggest market is India

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 • 6th most trusted brand in India (AC Nelson)

• Most trusted health drink brand (Economic Times 04)

• More than 50% market share in health drink market

Evolution
The company believed in Growth through innovation. Previously Horlicks
was imported but as the demands exceeded they set up 2 production
units in India to fulfill the demands of the Indian population. This came as
a solution to Indian market as a health drink.

Then Horlicks entered the biscuit market and later in 1995 they
came up with Junior Horlicks as a baby food supplement. Viva and Maltova
were acquired by the company in 200 and 2001 that increased the
product range.

Women’s Horlicks came into picture initially nursing mothers and

then to catering specific needs of women. Horlicks adopted certain
strategies to deal with competitors and came up with attractive packaging
and various flavours.

Horlicks conducted clinical trials and campaigned “Taller Stronger

Sharper”. Horlicks segmented the market to increase its market share.
Horlicks focused on children to encash their increasing population. Then it
launched Horlicks Lite which is specially formulated keeping in mind
nutritional needs of adults and also for use by people with diabetes.

Horlicks also entered the instant noodle market with Foodles and
Nutribar came as a energy bar focused on the young generation, these
two products were focused as a healthy solution to the existing fad
market (plain maggi and energy bars). Recently Chill Dood is launched in
the instant milk shake focused on children.

Horlicks is also involved in several campaigns one being the ASHA

project catering exclusively to the needs to the rural markets.

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Product analysis

8
Positioning and repositioning
 Horlicks went for a revamp in 2003. From a boring nutritional drink,
GSK has positioned Horlicks as `pleasurable nourishment', by
launching it in vanilla, chocolate and honey variants.

 The new positioning strategy adopted via product packaging which

now carry a logo saying — `Now Proven - Taller, Stronger, Sharper.'
Ever since the re-positioning, Horlicks has grown by four per cent in
volume and by seven per cent in value.

 Junior Horlicks – a 150 crore brand has positioned a product

exclusively for children between the ages of two and five

 Horlicks Lite for the elderly who often have a sugar problem.

 For the youth GSK Consumer Healthcare has leveraged the brand to
venture into an entirely new product category Nutribar - energy

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 cereal bars. Horlicks Nutribar positioned on the twin planks of health
and convenience

 Horlicks introduced Women’s Horlicks and Mother Horlicks with

specific composition for women consumers.

 GSK launched Chill Dood an instant milkshake in the dairy based

product market.

 The brand today talks to every member of the family rather than the
entire family

 The idea is to address all age groups.

 The Horlicks visual identity has undergone a complete makeover.

The packaging of its various segments of products was designed
according to the target consumers.

 The brand strengthens its market position with the power of

advertisement and distribution network. Horlicks is involved in
promoting events, organizing shows (Wizkids), Clinical Trials,
Advertisements and involvement in social activities.

 Horlicks excels in its distribution network. It reaches the rural

market in depth. Horlicks is flourished in more than 25% of the rural
market and moving on.

 Horlicks introduced Vending Machines via Nutritional Food Services

Division established in July 2003 to extend the availability of
nutritional brands such as Horlicks & Boost. Vending Machines was
identified as one of the important source to make them conveniently
available 'out of home'. Nearly 500 vending machines for Horlicks
and Boost have been placed at institutions such as Corporates,
Schools and Hospitals, at cities across the country. These trendy
machines offer a frothy great tasting cup of Horlicks (Standard and
Vanilla) and Boost in attractive cups on-the-go.

 Horlicks entered the 1000 crore instant noodle market launching

Horlicks Foodles. Foodles - instant noodles with the nutrition and
goodness of wheat.

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Segmentation

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12
Distribution

The Packaging is done in different in different plants spread across

various states to save transportation costs

Here the powdered in transported in bulk

Then bottled and packaged and supplied to the distributors

It created a second layer of distributors in the smaller towns to

supplement the existing chain of around 500 big distributors. Most
of these 4,000 sub-distributors were appointed in the eastern and
southern parts of the country.

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Competition
It is a 135 year old brand constantly reinventing itself. Horlicks has long
been the favourite health drink of India.
The brand commands above 50% market share in Indian Health Drink
industry which is valued at around Rs 1300 crore.

It is dominating the Rs 2,200-crore malted food drinks (MFD) market,

enjoying steady growth and 66.5 per cent of the market share via its
brands Horlicks, Boost, Maltova and Viva.

Competitor Analysis

AC Nielsen
(2008)

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Horlicks vs. Complan

• Heinz Complan is its nearest competitor.

• Complan provides its consumers with the necessary nutrients for

all round growth, but due to the fact that Horlicks was the first to
come out with various flavours, which ensured its current market
position.

• Horlicks has always been able to price itself lesser than the
competition, thus being able to appeal to the price conscious
Indian consumer.

• Complan has never reinvented its product design while Horlicks

attracts the consumers (mainly children) with its attractive
design. Each of its products has a consumer centric design, e.g.
Junior Horlicks has animalistic design to target infants, Women’s
Horlicks it’s shaped as a slim healthy lady and in a feminine red
colour.

Sales of Horlicks in different flavor

AC Nielsen (2008)

Horlicks vs. Boost

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 • Both brands belong to the same company.

• But since boost is segmented as a chocolate energy drinks its

only competition to Chocolate Horlicks.

• Although boost has been promoted by important sporting

personalities like Kapil Dev and Sachin Tendulkar it is still far
behind Horlicks in terms of sales.

• Since Boost is an energy drink it cannot compete with a

wholesome nutritional drink as Horlicks.

• Boost has never given variety flavors to its consumers; it comes

only in one i.e. chocolate.

Horlicks vs. Bournvita

• Children always go for the tastiest option, and Cadbury

Bournvita offers two options one being Cadbury Bournvita 5 star
magic and the other being Cadbury Bournvita ++.

• Bournvita 5 star magic offers a mix of rich chocolate and

caramel flavor of the famous Cadbury five star.

• New Bournvita ++ offers taste and essential nutrients for all

round growth.

• Horlicks beats Bournvita Five Star Magic by providing new

flavors in chocolate vanilla honey etc

• Horlicks edges over new Bournvita ++ with their slogan “Exams

ka booth bhagao”.

Horlicks vs. Viva and Maltova

• Viva, though a good product i.e. it has Vita health (a combination
of 9 essential vitamins, iron and calcium) but Horlicks beats it
with their superior supply network.

• Even though Maltova is a yummy chocolate drink with essential

vitamins, minerals and carbohydrates, but Horlicks scores
through the brand loyalty of their customers by sponsorship of
consumer interactive events like school fairs etc.

Sales of Horlicks and other products of GSK

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 AC Nielsen (2008)

Horlicks Foodles vs. Nestle Maggi

• Horlicks Foodles launched in 2010 in the battle for the 1000

crore instant noodle market with market leader Nestle Maggi
having 90% market share.

• It has gone past the other small players like Nissin Foods Top
Ramen, Future Groups Tasty Treat etc.

• The above holds true as it gives the taste of instant noodles with
the goodness of wheat.

Horlicks Nutribar vs. Mars Snickers

• Mars Snickers launched in 2004 is currently leader in energy bar
market while Horlicks Nutribar is launched recently.

• Snickers came up with its 1st advertisement after 4 years while

Nutribar came with the brand name of Horlicks which excels in
brand promotions.

• Snickers are only available in Mega Stores and select cities.

Horlicks have a strong distributor network and thus beats
Snickers in availability.

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 • Snickers are tagged as a 4PM snack while Nutribar is tagged as
anytime snack for hungry.

• Nutribar is one step ahead of Snickers for its composition. Snickers

have 512cals and 27g fat while Nutribar is as low as 312cals and
7.5g fat

Horlicks Chill Dood vs. Amul Kool

• Horlicks Chill Dood a ready to drink milkshake just launched in the
dairy based product market as an instant milkshake. Amul is the
most visible in this segment with its product Amul Kool.

• Horlicks chill dood comes in a variety of flavors like chocolate

targeting kids, while Amul has no segmentation.

• The ad campaign for chill dood was animated which attracts

children, while Amul Kool targeted the mature audience to
compete with the cola majors.

Brand Equity
Brand loyalty is a reputation of the brand which the customer has towards
it. Horlicks is a brand the consumer is satisfied using it but with minute
change in price the consumer has chances to switch the brand.

Despite strict competition in the market, Horlicks holds a formidable

position through effective marketing.

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Trade leverage:
Horlicks definitely hold a shelf space because customers expect the
product to be available as it is an essential product in their monthly
grocery list. Since Horlicks has extended into various categories as Junior
Horlicks, Mother’s Horlicks, Horlicks Lite they require a store space.

Attracting new customers:

Via campaigning they constantly explain its features like Junior Horlicks ,
Mother’s Horlicks and Horlicks Lite providing the nutritious benefits it
creates a strong awareness thereby pulling in new customers via
segmentation startegy.

The reassurance of the brand is achieved by the existing customers, since

it holds a better market share and strong awareness.

Time to respond to competitive threats:

GSK Horlicks is one of the brand which comes up with innovative product
line they were able to withstand threats at each stage of their growth.

Promotion and Advertising

• In 1961 Horlicks started promoting the brand, with the 1st television
advertisement, with Billy Raymond with the tagline “Horlicks, the
food drink of the night.”

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• In India to reaches rural masses it started promotions through the
radio, by Amitabh Buchan (1960-1970), which is still effective in
Bihar and Orissa.

• Horlicks whiz kids an inter school fiesta was launched in twenty five
cities targeting school children.

• Horlicks conducted a clinical trial with 869 students in Hyderabad

before launching new Taller Stronger Sharper Campaign

• In 2005 it came up with an interesting advertisement saying that

Horlicks makes you “taller, stronger, and sharper.” This
advertisement was huge hit which led to increase in the sales of
Horlicks.

• “Video on wheel” (showing magic shows) is another sort of

promotion adopted by Horlicks in rural areas.

• Later Horlicks started the Hut campaigns in rural areas where every
village did not have a market place, but two or three of them share
a common one. Thus to capture those consumers these market
places were lined with glow sign boards and banners.

• In urban areas promotion was through Banners and Hoardings.

• Moon Moon Sen and her daughters Raima and Riya (1980s) and
Vishwanathan Anand were the other brand ambassadors
• Horlicks Lite was promoted by Bomang Irani in the year 2005.

• Ninja Horlicks is endorsed by Darsheel Safari of Tare Zameen Par

fame.

• In 2008 Chocolate Horlicks was promoted by signing up with the

blockbuster “Spiderman 3”.

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Strategies Adopted over time to tackle Competition
The following strategies were adopted to ensure Horlicks had maximum
market share:

• Horlicks evolved from a malted dairy drink to an energy drink that

was nutritionally fortified with essential vitamins and minerals.

• In 1983 Nestle Nestomalt (globally having more market share than

Horlicks) was launched in the Indian markets. Horlicks immediately
expanded their advertising, trade promotions and medical
promotions, and thus blocked Nestomalt, which lead to Nestomalt’s
disappearance.

• Horlicks acquired Maltova (February 2000) and viva (2001) from

Jagjit industries and expanded its market share before HUL and
Nestle get hold of it.

• While other brands were promoted by athletic sports personalities,

Horlicks roped in Grand Master Vishwanathan Anand to promote
Horlicks as an all round health drink.

• Horlicks formulated DHA (Decosahexaenoic Acid) for brain

development in Junior Horlicks which got recommendation from the
World Health organization in the year 1995. Thus the product is
recommended by doctors.

• In 2003 Horlicks introduced a long line of flavours like elichi, vanilla,

chocolate and toffee.

• In 2003 Horlicks launched the jingle “epang, opang, jhapang”,

epang for iron, opang for vitamin c and jhapang for vitamin d. This
campaign truly launched Horlicks as a nutritional drink.

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• In 2003 GSK launched Vending Machines (Horlicks and Boost), the
first of its kind in the health drink market, that were installed in
corporate houses, schools and hospitals. This product/service is still
expanding.

• Horlicks conducted clinical trials at the National Institute of

Nutrition Hyderabad, involving 869 school going students (age 6 to
16) and then after completion of the successful trial, they
repositioned Horlicks giving it the tag line “taller, stronger, shaper”.
This was done to respond to Complan’s campaign that claimed to
make kids taller.

• After the successful campaign of Bournvita via the Bournvita Quiz

Contest, but this campaign slowly declined and eventually vanished.
Thus ceasing this opportunity Horlicks in 2004 launched one of the
largest National School Talent contests named “Horlicks Wizkids”.

• The best strategy of Horlicks was its idea to capture the rural
market before its competitors. They achieved this through HUT
activities (advertisement campaigns in rural markets), promotional
shows (magic shows) and above all expanding its distribution
network. Horlicks expanded its Sub distribution network to Satellite
networks who fed the adjacent rural markets, which ensured that
30% to 35% of all Horlicks sold was at the rural markets.

ASHA PROJECT

• This project is a new innovation by Horlicks and is acknowledge by

the company’s key competitor.

• This product is priced at 40% less than the main stream brand.

• ASHA is being test marketed in pockets of Andhra Pradesh.

• Rural markets already contribute 30-35% to GSK Consumer

Healthcare’s sales.

• Along with low unit packs (90 gm sachets of Boost) are tailored for
rural consumers.

• Regular Horlicks cost Rs 135 while ASHA is priced at Rs 85 for 500

gm.

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 • SKS Micro Finance (Hyderabad) 75000 ASHA samples via 16 office
branches across Andhra Pradesh.

• The company believes that if ASHA succeed it will be a game

changer.

Summary regarding future direction of the Brand

Horlicks gained a prominent brand name and trusted brand image
in the consumer market by time. Horlicks is now designing the product
and planning future strategies to capture the teen age market. Also
Horlicks is looking forward to flood the market with vending machines.
Moreover Horlicks is planning to expand its market share by introducing
new products in different segmentations.

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 The major advantage of Horlicks over its competitors is in rural
reach. 30-35% of Horlicks sales come from the rural market. Horlicks is
trying to penetrate deeper into the rural market via satellite distribution
chain and promotions. The urban market capture strategy is mainly via
promotions, campaigns and segmentation (launching new products).

Horlicks is looking forward to its project ASHA which will contribute

much in the rural market sales. With gradual success of ASHA Horlicks it is
looking forward to bring its other product also under the same category.
Besides, Horlicks is sampling its 200g satches for test marketing and
thereby creating awareness among the consumers.

• GSK is contemplating to expand its Rs 12 billion flagship brand

Horlicks into 8-10 new product segments over the next 12-18
months.

• Leverage on Brand Equity.

• Intensive growth – use it twice/day.

• To capture the upcoming teenage market segment.

• To test the marketing strategy of using 200 gm scathe (sampling).

• Right now there are 500 Horlicks vending machines and they are
planning for more installations.

Reference
 www.gsk-ch.in

 Business Standard Website

 The Hindu Online

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 Wikipedia.com

 JWT News

 AC Nielsen

 Economic Times Online

 Mr Aninda Ghosh (ASM, GSK)

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Phase II

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 Hypothesis

Is the product segmentation strategy working for

Horlicks ?
Horlicks started with a single product i.e. “malted milk drink”, but
gradually expanded its market with consumer specific products. They
were the first to convert the malt drink to a health drink. They segmented
their consumers by introducing Junior Horlicks, Women’s Horlicks and
Horlicks Lite to the basket. These products are giving strong competition
to the respective market leaders.

Why this Hypothesis?

Horlicks is the giant in the health drink market. It constantly came up with
consumer specific variants. This shows us that as a market leader it wants
to expand the cake not the slice, by targeting specific consumers like
Horlicks Lite targets diabetic patients. We intend to find out whether, this
strategy has worked?

Information Required?

To study the above hypothesis we intend to find out the following from
existing Horlicks consumers

27
 • Product Awareness: Are the consumers familiar with the uniqueness
of the specific products?

• Usage and frequency of purchase : What is the rate of consumption

of different variants and also the frequency of purchase?

• Consumer Profile : Are the variants used by targeted consumers for

the specific purpose assigned?

• Consumer Satisfaction and Recall : Are the consumers satisfied with

the product quality and do they think it as a good value for money?
If so, do they stick to the product or try other option?

Sample size and Sampling plan

Horlicks is a FMCG product, and now through segmentation it has reached
specific consumers of all ages. We plan to survey 60 Horlicks consumer
families, whose members are of different ages, both sexes and specific
segments. We are mainly planning to cover Kolkata. We will use handouts
containing questions and related information gatherings that will help to
judge hypotheses.

Instruments for data collection

• Personal Interviews: Through questionnaire’s to the purchasing
member of the family.

• Telephonic Survey: If the above is not possible then we will call

consumers and find out the relevant information.

Data analysis tools

• .

• Pie Chart : To represent the above in a pictorial form showing the

segmentation.

• Bar Diagram : To show the difference between the core product and
its variants.

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 • Report : To summarise the above two pictorial tools.

Questionnaire

Name:

Gender:

1) Does your family consume Horlicks?

Yes

No

2) Kindly let us know how many members are there in your family

2 3 4 5 6

3) Please mention, how many of your family members falls in the age bracket
provided below

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 1-5 6-18 19-50 50+

(In accordance to the data collected we will analyse Q6)

4) What are the different variants of Horlicks you are aware of?

Chocolate Horlicks

Junior Horlicks

Women’s Horlicks

Horlicks Lite

(This will check the awareness of the variants and how successful GSK have
been to advertise the variants)

5) Given below are some variants of Horlicks and some of the unique features of
these variants. Kindly tick mark the box, which you feel matches the variant
with its unique feature:

DHA for brain 26 Nutrients Low

development cholesterol/No
Feat Sugar
ure →

Variant ↓

Junior Horlicks 38 25 2

Women’s Horlicks 23 42 12

Horlicks Lite 6 12 49

(This will check the awareness of the consumers of the about the specific
features of the respective products. This is to show how the company have
successfully delivered the message about product features to the consumers.)

6) Kindly tick the variants used by your family members under each age bracket
:

1-5 6-18 19-50 50+

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 Horlicks Horlicks Horlicks Horlicks

Junior Junior Women’s Women’s

Horlicks Horlicks Horlicks Horlicks

Chocolate Chocolate Horlicks Lite Horlicks

Horlicks Horlicks Lite
Chocolate
Horlicks

(This will show us whether the variants are used by the target age group or
consumers still use the mother product heavily.)

7) How often you buy the product? (Tick the appropriate) Data will be filled in
/kg basis

Product Frequency of purchase per month

Horlicks once in 2 months 1 2 3

>3

Chocolate Horlicks once in 2 months 1 2 3

>3

Junior Horlicks once in 2 months 1 2 3

>3

Women’s Horlicks once in 2 months 1 2 3

>3

Horlicks Lite once in 2 months 1 2 3

>3

8) Will you continue to buy the product ? Please tick the appropriate option :

Yes No Can’t say

If yes, please tick the characteristics of the respective products that encourage
you to buy the product frequently :

Product→ Horlicks Junior Women’s Horlicks Chocolate

Characteristics↓ Horlicks Horlicks Lite Horlicks

Price

Taste

Quality(Benifits)

Brand

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(This will analyse the reason of repeat purchase and weather it tally with the
charecters assigned to the respective variants.)

If no, please tick the characteristics of the respective products that discourage
you to buy the product :

Product→ Horlicks Junior Women’s Horlicks Chocolate Not

Aware
Characteristics↓ Horlicks Horlicks Lite Horlicks

Price

Taste

Quality(Feature
)

Brand

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Phase III

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 Hypothesis

Is the product segmentation strategy working for

Horlicks ?
Horlicks started with a single product i.e. “malted milk drink”, but
gradually expanded its market with consumer specific products. They
were the first to convert the malt drink to a health drink. They segmented
their consumers by introducing Junior Horlicks, Women’s Horlicks and
Horlicks Lite to the basket. These products are giving strong competition
to the respective market leaders.

Data Analysis
Sample size : 100 Horlicks consumers.

We have taken a sample size of 100 Horlicks consumers, along with their
family members. We have surveyed them on the following parameters :

• Product awareness (general)

• Product feature awareness

• Use of variant’s

• Purchase frequency

• Consumer loyalty

• Consumer feedback

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After the survey of these 100 Horlicks consumers, we shall proceed to
answer our hypothesis i.e. prove the hypothesis.

Product awareness (variants)

We questioned the consumers on their awareness of the variants of

the mother product Horlicks. From the results we infer that the

35
 marketing strategy of GSK for the variants of horlicks has been
successful and they have managed to widen the Horlicks umbrella.

Product awareness (feature)

36
After this we questioned the consumers about the unique features
of the specific variants of Horlicks. The results clearly show that GSK
has been successful in conveying the message of the uniqueness of
the variants. This is shown as in case of Junior Horlicks maximum no
of consumers know of its DHA property. Similarly both Women’s
Horlicks and Horlicks Lite have made consumers aware of their
unique features.

37
 Use of variant’s

Horlicks had positioned its variants with respect to the age groups of the
target audience.

From the results we see that Junior Horlicks is popular in the age groups
one to five and also six to eighteen. Also chocolate Horlicks has wide
acceptance amongst kids and adults for its taste. While Women’s Horlicks
and Horlicks lite have found acceptance amongst adults and senior
citizens.

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Purchase frequency

We now asked the consumer on the frequency of purchase (fig in

months). From the results we clearly see that Horlicks products are

39
purchased regularly once in two months or once in a month. The flagship
product Horlicks is done, with a large no of consumers purchasing once a
month, while the variant’s are not that far behind with healthy number of
consumers purchasing once a month. So it can be said that the variants
have successfully made it of the homemakers shopping list.

Consumer loyalty and feedback

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We finally concluded our survey by asking two important questions, will
you continue to buy the product? And what factors of the product
influenced you for its purchase?

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The data for the first question is represented in the pie chart, which
shows that 91% of the surveyed consumers will continue to buy the
product. For the second question the data is shown in the bar graph, here
we can infer that of the four attributes benefits and brand are the key
ones that encourage consumers for the purchase of the product. The only
exception being Chocolate Horlicks whose attribute is taste.

Conclusion
From the results it can be inferred that the segmentation of Horlicks
has been successful. In accordance to the mother product the
different variants are gradually making their way to become the
expertise it their respective segments. GSK have been successful to
generate the awareness of the individual variants to the consumers
mind. From the purchase frequency, it is clear that the sales have
been boosted up by the fair contribution of the different variants.
GSK has been successful to read the consumers and design the
variants for each group. The results show the acceptance of the
consumers towards the success of the segmentation venture.

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