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Manufactured by GlaxoSmithKline In the United Kingdom, South Africa, New Zealand, Bangladesh, India, Pakistan and Jamaica, and under licence in the Philippines and Malaysia. Widely known as an easy to prepare malted food drink Horlicks is still the world's most widely consumed malted milk product
Horlicks in India
In its earlier days , Horlicks was imported into the country from the U.K Manufacture in India began in the year 1960 India is the biggest market Traditionally been marketed as 'The Great Family Nourisher.
Products
Health drinks (Variants) Horlicks Junior horlicks 123 Junior Horlicks 456 Lite Horlicks Mother Horlicks Womens Horlicks Biscuits (Variants) Horlicks Biscuits Horlicks creams Junior Horlicks Horlicks cornlakes crunchy Biscuits
Bars
Horlicks Nutribar
Foodles
Branding strategy
"the brand today talks to every member of the family rather than the entire family."
(the idea is to address all age groups)
Market segmentation
The segmentation is largely on the basis of age. The advertisement and sales promotion focuses on kids by way of cartoonsfeaturing in the advertisements and also cartoons serial sponsorships.
4ps of Marketing
Product
New Horlicks with Smart Nutrients Horlicks in three new variants vanilla, honey and chocolate apart from the regular malt. Packaging
highest shelf appeal and maximum visibility contemporary packaging in hues of bright blue and orange More Convinient to handle jars
Place
Factory
Distribution Center
Wholesaler
Retailer
Customer
The idea is to increase the retail reach by at least 30 per cent Horlicks reach out to around 25 per cent of the rural market and hope to extend this reach to about 40 per cent of the hinterland in a couple of years. In the urban markets, Horlicks has begun to work with retailers to create excitement and awareness Vending was identified as one of the important vehicles to make them conveniently available 'out of home'.
Price
Pricing done considering the value addition done along with the consumer comfort ability Priced a bit high keeping in mind the value proposition
Promotion
Running seminars about health concerns and health supplements. CLAIMS ADVERTISING PROMOTIONS TO CONSUMERS PROMOTIONS TO RETAILERS
BCG Matrix
High
Low
High
Low