Horlicks consumer behaviour

8/7/2019 Horlicks consumer behaviour

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Horlicks


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BRIEF HISTORY & BRAND HORLICKS


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Brief History

Flagship brand of GlaxoSmithKline (GSK)

135-year-old brand

12 billion Brand (1200 crore brand)

Horlicks is the leading Health Food Drink in

India

Developed this product keeping in mind theneed for mothers to provide healthier

nutritive snack to their children.


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Around the world

Different Positioning in different countries.

Western Countries

Claimed to promote sleep when consumed at bedtime

Hong Kong

Marketed as caf drink

Served as both hot and cold drink as desired


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South East Asia

Sold as milky-chocolate-flavoured disks in paper

packets, which were then eaten as candy.

Sold in tin containers and 1.5 kg refill packs

United Kingdom

Sold in different flavors

Rebranded itself for young consumers byredesigning the packaging and publicizing its

consumption at a number of trendy London venues

Around the world


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India

Marketed as 'The Great Family Nourisher

Developed new products specifically for India Marketed as growth and alertness enhancing

product for children

Made available in biscuit form

Introduced Horlicks Lite targeting old customers

Introduced Horlicks Nutribar

Around the world


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STP


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Market Segmentation and Target

Markets The health food drink segment is classified into two

categories - white liquid (Horlicks, Viva, Complan,Milo) and brown liquid (chocolate based drinks:

Boost, Bournvita)

Since its inception Horlicks targeted only childrenbetween 6 to 16 years.

Market leader for many years Saturation in market


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Gradually, the brand extended itself to products cateringto 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

Market Segmentation and Target

Markets


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POSITIONING - HORLICKS

Junior Horlicks a 150 crore brand has positioned aproduct exclusively for children between the ages of twoand five

Horlicks Lite for the elderly who often have a sugarproblem

For the youth GSK Consumer Healthcare has leveragedthe brand to venture into an entirely new productcategory energy cereal bars.

Horlicks Nutribar positioned on the twin planks of health

and convenience


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BRAND STRATEGIES

In the late 1990s, market research showed that Horlickswas seen as a nourishing, but boring drink and wasbeginning to lose significance.

So, in 2003, the brand was revamped: It was madetastier and launched in two new flavours vanilla andhoney.

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

The idea is to address all age groups.


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BRANDINGAND 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 mothersmindset 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.


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BRANDINGAND COMMUNICATION

STRATEGY

Horlicks may not be a cheap product but its been

communicated as a value-for-money product. Parents today arewilling to spend more on nutrition for their children

Compared to competitors, Horlicks is the best money

proposition and, moreover, the consumer gets value for themoney spent

The radio, through which Horlicks reached out to mothers even

40 years ago, is still an effective channel


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BRANDINGAND

COMMUNICATION STRATEGY Communication message `Now Proven - Taller, Stronger,

Sharper.'

DarsheelSafari the new face of Horlicks

Objective behind Darsheel

as abrand ambassador

Theme of Horlicks

commercials is based on kids

with apositive attitude

Womens Horlicks


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BRANDINGAND

COMMUNICATION STRATEGIES

Apart from the TVC, Horlicks is also embarking on print campaigns

focusing on school magazines and children-related publication and also

BTL Promotions.

It would be supported by branded stalls and merchandise at the venuesfor facilitating product sampling and visibility.


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Promotion

Ice Age2 Ice Age3

Apart from conventional strategies Horlicks organizes

Horlicks Wizkid

Indias largest interschool and cultural fiesta

Sms campaign


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the consumer research findings show the new avatar of Horlicks has the highest shelf appeal and

maximum visibility.

From a boring nutritional drink, GSK is trying to position Horlicks as `pleasurable

nourishment', by launching it in vanilla, chocolate and honey variants.Kids today are different from their counterparts five years ago. They have their choices

and have taken the purchase decision in their own hands. They are confident of what

they are doing and what they want to do," he says. Safary was taken as the lead for

the TVC with that thought in mind. It is a portrayal of the confidence level of the kids

today and Horlicks can help them achieve what they want in a positive way. Even in

the TVC, Horlicks is not portrayed as an aid, just an onlooker or nutrition inspector ofchildhood. Horlicks is their playmate which believes in their philosophy and stands as

an accomplice to their intentions."

Personality & values

Sincerity, excitement, competence, sophistication, & ruggedness

1. Caring

2. Excitement3. Fun

4. Warmth


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GlaxoSmithKline is plotting a relaunch of its 130-year-oldHorlicks drink that will for the first time explain thescientific evidence behind its claim to help people sleep.The ads ran alongside an on-pack promotion, the HorlicksSleep Challenge

As Horlicks sits in the same stable as Lucozade and Ribenawithin GSK's nutritional heathcare division, it is a plausiblemove for the marketing team to turn to science.

In 1999, it ran a TV ad campaign starring Alan Shearerbased on a Journal of Sports Science investigation thatfound Lucozade Sport keeps athletes going for 33% longerthan water. Its sales have grown 60% since 1997.


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PACKAGING


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Packaging

Horlicks malt powder in

jars from India (left) and

Jamaica.

A jar, mug and a coupleof teaspoons of

Horlicks from the UK


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Packaging


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Horlicks gets new look, plans to turn into a mega brand

The changed logo and redesigned packaging aim to bring about a unified new look in allthe products under the Horlicks portfolio

Puneet Das, general manager, marketing, GSKCH, "The brand has been in India for morethan 100 years and has established a very strong equity with consumers. Over theyears, it has evolved to become a mega brand worth more than Rs 1500 crore, withproducts under various categories such as biscuits, nutribars and the most recent one -instant noodles.

To promote the new look over the next 12 months, the company has kept a budget ofRs 300 crore. GSK plans a mass media campaign, which includes a range of televisioncommercials and nationwide activation. As part of the activation, consumers will haveto call and answer three simple questions on health, record their 'mauka' and stand achance to get their opportunity (or mauka) funded by Horlicks. Apart from this, thecompany will create eye catching visibility at points of purchase.

Style and design i. The new Horlicks formulation is accompanied by contemporary packaging in hues of

bright blue and orange.

ii. Junior Horlicks comes with a cute elephant design and is something every child wouldlike to play with.

iii. Womens Horlicks comes in a curvy bottle with attractive red color.


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AD ANALYSIS


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COMPETITOR ANALYSIS

PRACHI


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COMPETITOR

ANALYSIS


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50%

17%

15%

18%

HORLICKS

COMPLANBOURNVITA

OTHERS

MARKET SHARE

The chart shows that Horlicks is the undisputed market Leader


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BRAND MANUFACTURERBRAND

EXTENSION

PRODUCT

AVAILABILITY

GlaxoSmithKline

HealthCare

Biscuit, Energy

bar & ChilledMilk

> 5 lacs retail

outlets

HEINZ

Biscuit & Muesli >7 lac retail

outlets

CADBURY Bourneville Dark

Chocolate

~ 4 lac retail

outlet


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TV COMMERCIALS


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BRAND TARGET USP CLAIM

1. Children

2. Women

3. Pregnant

Women

4. Elders

23 essential nutrients

"Children have become taller,

stronger and sharper. The

Horlicks challenge - now

proven

1. Growing

Children

23 essential nutrients

in accurate proportion/

Complete meal in a

drink

Grow faster with Complan

1. Children

2. Teenagers

Choco Taste with the

power of Calcium

Real Achievers who have

grown up on Bourn Vita


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BRAND ENDORSEMENT & BRAND PERSONALITY


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CONTROVERSIES

V/S


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WAR Of Ad: Vs

The spot goes on with the Complan boy saying,Complan Boy: my health drink has 23 nutrients, how muchdoes yours have?

HORLICKS BOY: 23 nutrients and also something.

COMPLAN BOY: Mine makes me 'Taller.HORLICKS BOY: mine makes me 'Taller, Stronger & Sharper.

COMPLAN BOY: mine costs Rs.178.

HORLICKS BOY: mine costs only Rs.124.

COMPLAN BOY: Mummy, In this case we are higher right.

Hearing this the mother makes a grimace kind of look & theAd ends with a couple of people carrying a HORLICKS billboardwith 3 tenets of Taller, Stronger & Sharper.


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PRINT AD ANALYSIS

DARPAN


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A brand moves with time from top level (selfactualization) to

lowest level (basic needs) of Maslows hierarchy. There

might be many factors that affect the movement fromtop level to the basic level. I quote a few; Companypricing strategy, competitors in industry, distribution,disposable income of consumers and life style.

According to literature, consumer behaviour is divided

into three sub categories; consumption behaviour,purchase behaviour and attitude perception.


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RECOMMENDATIONS(our views)

Go Rural Sachet packets

Promotional activities for Children

Sponsor some Sports Competition

Use better advertisement

Avoid using Celebrities to target audiences Strengthen brand: Women Horlicks only health drink in India with all

micronutrients suggested by WHO

Keep innovating

Date post:	08-Apr-2018
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Horlicks consumer behaviour

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