Case Study

Group - 9
 Flagship brand of GlaxoSmithKline (GSK)
 135-year-old brand
 12 billion Brand (1200 crore brand)
 Horlicks is the leading Health Food Drink in
India


Different Positioning in different countries.
Western Countries
 Claimed to promote sleep when consumed at bed
time

Hong Kong
 Marketed as café drink
 Served as both hot and cold drink as desired

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 by
redesigning the packaging and publicizing its
consumption at a number of trendy London venues

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
Horlicks malt powder in
jars from India (left) and
Jamaica.
A jar, mug and a
couple of teaspoons
of Horlicks from
the UK


Old Horlicks ad aired on radio(embedded
sound file)
New TVC (embedded video)

Flagship brand of GSK

India’s 6th trusted brand

Developed this product keeping in mind the need
for mothers to provide healthier nutritive snack to
their children.

Horlicks brand was invented to substitute milk as
baby food.

Horlicks brand makes kids taller, smarter and
sharper.

Indians drink more than five million cups of Horlicks
everyday

Nearly half of its revenues come from Southern
region
 The brand currently is worth close to Rs 1,200 core,
bringing in the bulk of the company’s annual turnover
 It enjoys more than 50% of the market.
 Rival brands ----- Cadbury’s Bournvita , Heinz’s
Complan, Nestle’s Milo
 Cadbury’s Bournvita and Heinz’s Complan both have
15 per cent share.
 The largest markets for Horlicks are UK, India and
Malaysia

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 children
between 6 to 16 years.

Market leader for many years
 Saturation in market