Gradually, the brand extended itself to products catering to a different Target Audience

1
Market Segmentation and Target Markets

• Gradually, the brand extended itself to products
  catering to a different Target Audience
• Horlicks Lite variant for old
• Horlicks Junior
• Horlicks Women
• Horlicks Junior Biscuits
• Horlicks Nutribar
• Age-wise targeting
• Location-wise targeting
• Launched chocolate variant for North and West
• Vanilla and Honey for targeting others

2
Perceptual Mapping

• Various attributes are as follows
• PRICE
• Taste
• Quality
• NUTRITION
• Packing

3
Price
LOW
Nutrition
HORLICKS
LOW
4
Positioning Strategies

• From a boring nutritional drink, GSK has
  positioned 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 new brand positioning also finds mention in
  the product packs which now carry a logo saying
  Now Proven - Taller, Stronger, Sharper.'
• This positioning has worked wonders for the brand
  whose sales were flat for a few years. "Ever
  since the re-positioning, Horlicks has grown by
  four per cent in volume and by seven per cent in
  value."

5
Positioning - Horlicks

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

6
Brand Strategies

• In the late 1990s, market research showed that
  Horlicks was seen as a nourishing, but boring
  drink and was beginning to lose significance.
• So, in 2003, the brand was revamped It was made
  tastier and launched in two new flavours
  vanilla and honey.
• The brand today talks to every member of the
  family rather than the entire family
• The idea is to address all age groups.

7
Branding and Communication Strategy

• In the early years, mothers were the sole target
  audience since the product catered to the entire
  family. However, once pester power became big in
  the 1990s, the Horlicks advertisements started
  talking to children too.
• The change worked because it was also the time
  when mothers mindset was changing they had
  become more indulgent and let children drink what
  they liked, rather than imposing on them a drink
  of their own choice.

8
Branding and Communication Strategy

• Horlicks may not be a cheap product but its been
  communicated as a value-for-money product.
  Parents today are willing to spend more on
  nutrition for their children
• Compared to competitors, Horlicks is the best
  money proposition and, moreover, the consumer
  gets value for the money spent
• The radio, through which Horlicks reached out to
  mothers even 40 years ago, is still an effective
  channel

9
Branding and Communication Strategy

• Communication message Now Proven - Taller,
  Stronger, Sharper.'
• Darsheel Safari the new face of Horlicks
• Objective behind Darsheel
• as a brand ambassador
• Theme of Horlicks
• commercials is based on kids
• with a positive attitude

Womens Horlicks