 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 venues
for facilitating product sampling and visibility.
 Contemporary packaging in hues of bright blue and orange.
 The Horlicks visual identity has undergone a complete makeover
 A unique pillow-shaped pack and contemporary visuals were
introduced across the product portfolio, creating stand-out from other
hot milky drinks and giving the brand a fresh new image.
 New jingle with the tagline – Epang, Opang, Zapang…
Apart from conventional strategies Horlicks organizes
Horlicks Wizkid –
India’s largest interschool and cultural fiesta
Sms campaign
Ice Age2
Ice Age3

GSK is contemplating to expand its Rs 12
billion flagship brand Horlicks into 8-10 new
product segments over the next 12-18
months

Leverage on Brand Equity

Intensive growth – use it twice/day

Rival brand, Complan launched comparative
advertising campaign
 Targeted Newspapers from South
 Low cost drink Vs Complete growth
 Compared Complan with Horlicks on Ingredients, Protein
Content, Protein Quality, Number of nutrients.

Horlicks launched advertising campaign to
counteract Complan’s ad
 Claimed that Horlicks had 24 more nutrients than
Complan
 Spoke about high price of Complan

Go Rural
 Sachet packets

Promotional activities for Children

Sponsor some Sport’s Competition

Use better advertisement
 May use better Brand Ambassador
 Better tagline for good recall
 Women Horlicks only health drink in India with all micronutrients suggested by
WHO

Keep away from Guerilla marketing

Keep innovating
Success or a Failure?

Horlicks is a SUCCESSFUL brand
 Market leader-More than 50 % market share
 Good Marketing and Communication
Strategies
 High Brand Equity
 Brand loyalty- One of the loyal brands in the
market.