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WOMENS HORLICKS Marketing Research for

Introduction

Being a woman in today's worlds challenging enough! On top of that, women have to cope with what their body goes through. Menstruating cycle, stress, fatigue and sometimes, mood swings and irritability are some of the challenges a woman has to go through. Recognizing this need, GlaxoSmithKline Consumer Healthcare had launched New Women's Horlicks, the first and only health drink for woman in India formulated on WHO guidelines for menstruating women. Specially formulated taking into account the needs and requirements of a modern day woman. Along with Mother's Horlicks - the ideal nutritional supplement for pregnant women, creating a portfolio of specialist nutritional products for women.

Client History
The Indian Arm GSK is an associate of GlaxoSmithKline plc. of the U.K, a global science based healthcare company. GSK has continually benefited from the technical and marketing inputs that have been available as a consequence of this association. GSK is the largest player in the health food drinks industry. GSK has a strong marketing and distribution network in India comprising over 2,200 wholesalers and direct coverage of over 5,15,000 retail outlets. Its flagship product, Horlicks, is a widely regarded and highly respected brand for over 100 years. The Company also manufactures and markets Boost, Viva and Maltova and in addition markets and distributes a number of products in diverse categories, which include prominent household names such as Eno, Crocin and Iodex. Some activities include on-ground consumer promotions such as a large Doctor Engagement Programme where in the company will reach out to physicians, dieticians and nutritionists to educate them about the benefits of the product. The company has also developed an innovative website, www.indianwomenshealth.com to provide relevant and credible information to the consumers on topics such as pregnancy, menstruation, breast cancer, healthy living, reproductive health, contraception, healthy diet and more. Via Media & Communications is a healthcare communication organization that actually undertakes marketing research for GSK

Venus Market Research Agency

Market Research is a great way to analyze your customers current needs and understanding of your products and services. Market Research is very efficient tool to PR implementation. Based on the research you can develop a marketing strategy that blends with PR effectively & simultaneously educates your audience to address a need. We tend to work with a clear set of objectives, and a good sense of how the client will use research results to supplement the PR campaign in a way that it positively revitalizes the Brand It helps in creating desired awareness of the concept and fulfilling the consumer needs by creating desired noise level amongst the target audience.

Product History

Glaxo SmithKline has launched Women Horlicks to expand the range of its largest selling health drink Horlicks and would soon introduce a special variant exclusively for women. It already has Horlicks Plus that is a soy-based version for the older population. The Rs 3,000-crore wellness and nutrition industry in India is poised for a big leap and growing at over 14% per annum.

With the launch, the company aims to extend the health drink into a complete family health drink brand with variants suiting every member of the family such as parents and kids. It was specifically introduced keeping in mind the problems that are largely prevalent among grown ups and claims to have zero cholesterol, zero added sugar.

By far, the biggest market for Horlicks is India, where it has traditionally been marketed as The Great Family Nourisher.

Product Features
Designed to fill the dietary gap of essential micronutrients - vitamins and minerals. Contains a unique combination of HemoCal & nutrients Meets 100% of the daily requirements of iron, calcium, Vitamins B2, B6, B12,folate as well as Vitamin C. Priced at Rs 100 for 200g in an attractive jar with a flip top lid and available in two flavors like Chocolate and Caramel. Formulated specially for women with low fat, sugar free and complete with micro-nutrients recommended by the World Health Organization (WHO) for women between 19 to 50 years of age. Just two serves (60 gm) of new Women's Horlicks when included in daily diet, can help her keep away fatigue, anemia and other health related problems.

Industry Analysis and Stats

Indian health drinks Sector is still in its infancy. The Rs 3,000-crore wellness and nutrition industry in India is poised for a big leap and growing at over 14% per annum. In value terms its around Rs 1, 900 crore of Malted Drinks Food Market. Volume terms around 65,000 tonnes per annum. GlaxoSmithKline (GSK) with four brands - Horlicks, Boost, Viva and Maltova - is the leader in Indian health drink market. Complan, GluconD from Heinz India and Cadbury India's Bournvita are also popular among the Indian health drink brands. GSK with four brands in the category Horlicks, Boost, Viva and Maltova - has a 70 per cent volume market share and Complan's share is 13 per cent. Horlicks is the leading health drink brands in India since 1930.

Opportunities In the Sector

The national family survey of 2007 reveals that one out of two women are anemic and 39 % of Indian women suffering from mild anemia. According to analysts tracking the sector, the attitude and preferences of the Indian consumers are changing due to a rise in their disposable incomes, high consumption propensity and exposure to global trends.

The energy drinks market in India is estimated at Rs500 crore and is still at a nascent stage when compared with carbonated drinks, which is valued at Rs6,028 crore. However, the energy drinks market in India grew at 50% a year between 2002 and 2007. In contrast, growth of carbonated drinks in India slowed to 0.5% during the same period. This leads to positioning of the brand/product in a potential sector with great demand leading to high future market potential.

Methodology
A Descriptive Research Design. Classified into a Cross Sectional study.

The questionnaire that we prepared had the following type of questions: i. Dichotomous ii. Multiple choice questions iii. Open ended

Primary data: Survey on a sample of population. Secondary data: Internet and channel members. Limitations
We observed the following barriers while conducting the survey: i. We were not able to interact with the end drinking consumers ii. Our time and sample frame was limited iii. Lack of manpower iv. Lack of feasible location to conduct. v. Respondents were not able to interpret some of the questions correctly.

Executive Summary
A year back GSK launched an intra brand named as Womens Horlicks. Even though promotion was done in a large perspective the product was termed as a not a success. This study helps to understand better the consumption pattern among women consumers.
survey targeted consumers were observed drinking beverages.

Those interested in the product appear ready to switch to Women Horlicks Concerns about the awareness and the cost appear to be a major potential reason for interested customers to pass on the product. Consumers are willing to buy a product from other manufacturers.

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Research Objectives

Helping Glaxo Smith Kline understand usage/consumption pattern among women consumers. Helping our client understand better, the substitutability of Women Horlicks with other hot beverages such as tea & coffee. Trying to find out existing market demand & future market potential. Realizing the brand recall and brand awareness among survey subjects.

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Formulating a Research Problem

The elements are Females. Survey subjects/population is kept at 65-70 individuals. Aged from 19 to 50 years. Time frame till the presentation day that is 22nd January 2009. Place- Mumbai, Western Suburbs Environmental Economic conditions Recession : Mildly can affect buyers, as Women Horlicks is a high end product.

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Present Consumers Age classification

From this analysis we have interpreted that we have surveyed more of the youth segment. We have concluded that in our sample frame we have only 26% middle aged woman and 34% of older women.

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Employement Status
From their employment status we have evaluated that majority are home makers /house wives or they work at home. Furthermore, we have tried to bring in neutrality in our survey so as not to be concentrated on only employed women, but also unemployed women, as we now know that stress and other health related issues are also commonly witnessed not only in employed women but also in unemployed categorized women.

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Consumption Pattern
Out of 68 sampled subjects 82% that is 56 subjects are consuming Tea, therefore Tea is the most preferred choice among these beverages. The second most preferred is Milk in its purest form. Even though some researches and articles have proven that in a long run Tea is harmful and most of our samples have consumed it in a long run. Even after knowing the potentially deadly effects Individuals do actually drink it and is still most popular drink in our survey.

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Frequency of Consumption
To make it simpler we have categorized them intoDaily(Indicating more than two times a day) -47% Twice a day(Indicating drinking beverages two times a day)-65% Few times a week (Indicating consumption of drinks seldomly) -6%

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Popularity of Brand Horlicks

In this we had Horlicks which was first. Second was Horlicks Junior and third was women Horlicks These results were anticipated as respondents already knew about Horlicks as it was highly publicized and advertised. Horlicks Junior which came second because most of the respondents who are having children might have heard about it.

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Assessment of Brand Awareness

From the survey we have concluded that 69% are aware of the Women Horlicks as a brand.

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Assessment of Brand Ambassador

Among the surveyed subjects 16% were aware of the brand ambassador and 84% werent.

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Communication Mix
Television is the most prominent medium used to convey/promote/advertise/relate/educate to the product with 68% knowing about the commercial aired.

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Competitors
When we look at Indian Health drink sector major competitors come into picture out of which Bournvita is first with 45% of consumption which is a direct competitor. Rest come into drinks that are indirect competitions to our product such as tea ,coffee, milk, juices which we have already stated.

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Assessment of Affordability
When we mentioned that the price of the product was Rs 100/- for 200 grams we got responses in the following mannerMost of the respondents i.e.,57% said that it wasnt expensive as it is question of health and diet. The rest that is 43% thought it was very expensive as making it requires two serves of 30grams which will complete the Jar in two straight weeks.

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Substitutability with Women Horlicks

When asked the most important question would you like to switch over from whatever they are consuming to Women Horlicks the results were Yes No 56% 44%

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Suggested Substitutes
From the respondents we came to know about the following substitutesProtein Plus Calcium Sandoz, Calcium tablets, Shell cal, Calcium supplements, Vitamin tablets. Shatavari kalp Protein EX Amla syrup Milo, Complan, Bournvita, Boost. Complete nutritional food. Mytone. Plain Milk. Juices. Fruits, Dry fruits. Cord liver oil capsules. Chavanaprash. Green tea. Oat meal porridge Dexorange Elder Pharma

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Dealer Network & Demand/Supply Gaps

Dealers Network We can safely say that the dealers network exists. There are 15-25 dealers in Mumbai territory itself. Major retailers includeBig Bazaar Food Bazaar Apna Bazaar Spinach retail Local Medical/chemists We also asked some shops in Parle, these retailers said that they kept 3-4 jars indicating that the sales are not that high .We could also notice that they stored a stock of Normal Horlicks as compared to Women Horlicks. Demand & Supply Gaps As the demand is very low the supply has a tendency to overstock with certain dealers or channel members. Though till now we have not seen or heard about this from our surveyed channel members. This concludes that Glaxo Smith Kline is aware about this phenomena and has taken necessary efforts to bridge these demand & supply gaps.

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Reccomendations
Promotion Free samples along with Womens magazines and weekly circulated newspapers.(Print Media)

For excessive/addicted tea/ coffee drinks special programmes should be set up by GSK in order to provide awareness of the ill effects about their consumption habits. If no awareness then provide education

Awareness programmes to be set up like Sponsoring medical institutions Social marketing (educating the masses) Women empowering programmes Set up Womens Day/Week programme. Tie ups with radio stations

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Reccomendations
Appoint Direct Selling Agents. Personalize selling at Various Venues along with free samples & drinks. Sell through Various influential social groups. Impactful celebrity to enhance Image of the brand. Club/attach Women Horlicks with Normal Horlicks as free samples. Vending machines at renowned public places. Advertise in daily prime time soaps more extensively. More hoardings are required as well as OOH media for working women who do not have time for other sources of media.

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Reccomendations
Price Its expensive and also the amount to be consumed is very high so it will lead to emptying of the jar within two weeks. It may not be expensive as it is a specialized product.

Product It is complicated to prepare and it should be simplified. New flavours should be introduced. Existing flavours should be enhanced. More innovative - In the product quality, make it more heavy and more satiable

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Reccomendations & Conclusion

People GSK should target majorly the youth so that they could inculcate the habit towards their future generations. Target offices and corporate individuals/banks/ management institutions. GSK should target even housewives as the stress level for unemployed women are equally the same. Educating channel members like DSAs and other channel members.

Conclusion Overall the product is good and with its exclusive benefits it can surely touch millions of women. With women entering into a corporate world, coping with stress life women tend to forget about their personal health.

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THANKS

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