Assignment on Horlicks

ASSIGNMENT-2 SUB Pick up a Branded mathematical production & explain the Segmentation, Targeting, Positioning of the Product HORLICKS AN INTRODUCTION Horlicks is a name of the ships company and of a malted draw hot drink. It is manufactured by GlaxoSmithKline in the United Kingdom, S step to the foreh Africa, New Zealand, Bangladesh, Pakisthan, India and Jamaica. Horlicks came to India with British phalanx. British army gave them as a Diet Supplement in the time of World War 1 and therefore took this as a family drink. It became a sort of status symbol of upper class Indians and middle classes.In youthful years, there has been an increase in the scope of the tell on in India. Horlicks has become an umbrella home run for a wide variety of products. Now Horlicks is a leading health drink of India for all aged groups. partition & TARGETING Horlicks introduced a wide varieties of product to india. Horlicks meant everything to everybody. It was a health drink that every one con sumed. Right from wasted children to very elderly people Horlicks realized this and came out with its new versions of different horlicks to different customers.Horlicks differentiated the product as follows Horlicks Junior It is for Pre-school children. Keeping the targeted customers in mind the packaging is cute and package has a printing of a small elephant which is very exciting for small childrens Horlicks Regular It is for General use. Regular Horlicks is a health drink of people of all ages. The packaging is contemporary and has great visuals to attract children and the young adults. Horlicks M otherwises It is fussy nutritional drink with 26 vital nutrients designed keeping the specific needs of the pregnant and white meat feeding women.The packaging is very interesting. It is shaped like an hours glass Horlicks sluttish and Lite bite A nutritional drink and snack specially designed for all health informed adults and is also suitable for use by people with diabetes. The packaging again is interesting. The horlicks lite is thin and tall. The Horlicks proves that part could very efficient way of holding on and even increasing ones trade sh are. What is needed is clear focus and clever innovations in adapting product and changing the needs of customers. POSITIONING & RE-POSITIONINGIt was ab initio introduced both a substitute & an additive to milk and it was initially positioned itself as as nourishment for convalescing& a nutrient supplement for kids only. Re-Positioning From a boring nutritional drink, GSK positioned Horlicks as Pleasurable Nourishment by entree it in vanilla, chocolate and honey variants. It introduced other variants like-Jr. Horlicks, Womens Horlicks, Mother Horlicks& Horlicks Lite to reposition itself from the children plane section to other segment for consumption. Marketing Mix (4 ps) for Horlicks ProductHorlicks is a widely regarded and highly respected 130-year-old brand. GSK has intravenous feeding brands in the heal th food drinks segment. Apart from Horlicks, which contributes Rs 600 crores in revenue to the consumer healthcare division, it has Boost, Maltova and Viva the last trine are much smaller brands than Horlicks. Faced with stagnating sales in the health food drinks segment, the company has chalked out an aggressive brand push strategy and a revamp for its flagship brand, Horlicks. The relaunch aims to focus on children as Horlicks was previously considered as a nourishment drink for old people.The company expects Horlicks contribution to the total turnover to be well-nigh Rs 800 crore which amounts to a major chunk of the companys turnover. Horlicks is a nourishing malted food drink which combines the wholesome goodness of malted barley, wheat and dairy ingredients. A For more nourishment, GlaxoSmithKline Consumer Healthcare India Ltd (GSKCH) has relaunched its flagship brand Horlicks. A to enable consumers choose different flavours, Horlicks is now available in Regular, Chocolate, Creamy Vanilla and making love Buzz varieties in a new package.A Horlicks drinks provide the following essential nutrients A Proteins, Carbohydrate, Fat, Vitamin A, Niacin, Vitamin B1, VitaminB12, Vitamin E, Vitamin B6, and Iron & atomic number 20 Price HORLICKS Flavors (Rs) ElaichiChocolateHoney BuzzVanilla Weight (gm)JarRefill PackJarRefill PackJarJar 20057-57 500108103108103108108 1000199189- HORLICKS JUNIOR Weight (gm)JarRefill Pack 20058- 500114105 Target market Earlier Horlicks believed, white drinks are for the entire family in contrast to the br professs, whose prime target audience is children.This is probably because whiteswhose growth rate is instant(prenominal) than the brownshave the added advantage of being perceived as food which enhances the healthy image of those who are recovering. nevertheless gradually they realized that they have to focus on one segment of market that is children. Horlicks is now positioned as a grateful nourishment drink aimed at children in the midst of the age group of 8 -14. immediately children have tremendous influence on the things barter ford for the family and therefore we want children to prefer Horlicks as a pleasurable nourishment drink. time all the action will be in the general Horlicks segment, the focus of Junior Horlicks (target segment kids between one and three) will continue to remain the same. Promotion The company has earmarked around Rs 10 crores for brand promotion throughout 2003, and 70% of this will be spent in next six months. cardinal per cent of the ad-spend (around Rs 10 crores) will be for the visual medium and the balance for the print and others. Apart from the high-decibel media campaign, the company also plans to conduct an inter-school competition called Activity 2003 in which around 1. million students are expected to stool part. Unlike its other drink (the Rs 170-crore Boost, promoted by Sachin Tendulkar) the new Horlicks does not have a brand ambassador. While all the acti on will be in the general Horlicks segment, the focus of Junior Horlicks (target segment kids between one and three) will continue to remain the same. The brand will continue to talk to the mother since the purchase decision rests with her. Place It has a strong marketing network in India comprising over 1800 wholesalers and direct reportage of over 4,00,000 retail outlets.Horlicks sales have been strong in the south and eastern markets which contributes about 46 per cent and 47 per cent of the total sales. Milk-deficient South and East preferred white liquid powders (Horlicks, Viva, and Complan) as the drink could be prepared with hot water. SWOT ANALYSIS STRENGTH It is current No 1 position in the market Variety of product targeting different segments Trusted brand Health is the exchange idea for all the products of horlicks All the products of Horlicks belong to different categories which will not kill the market of its own product. WEAKNESS Customer perceived value of Womens Ho rlicks Price of Womens Horlicks Packaging of Women Horlicks Opportunities Making Nutribar individual brand without the endorsement of Horlicks Creating functional food category with the help of Nutribar (functional foods are those Health foods like brawniness drinks, cereals and cereal bars which contain health promote ingredients. ) The market for functional foods in India is estimated to be around Rs 1700 crores and is growing very fast. THREAT Cheaper version of Horlicks that is ASHA may damage the brand. CONCLUSION As far as I am concerned