Assignment on Horlicks

ASSIGNMENT-2 SUB Pick up a Branded join on & explain the Segmentation, Targeting, Positioning of the Product HORLICKS AN INTRODUCTION Horlicks is a name of the connection and of a malted draw hot suck up. It is manufactured by GlaxoSmithKline in the United Kingdom, second Africa, New Zealand, Bangladesh, Pakisthan, India and Jamaica. Horlicks came to India with British army. British army gave them as a Diet Supplement in the time of World warfare 1 and then took this as a family drink. It became a sort of perspective symbol of upper class Indians and middle classes.In recent years, there has been an increase in the scope of the scar in India. Horlicks has become an umbrella brand for a wide variety of wares. Now Horlicks is a leading wellness drink of India for all aged groups. SEGMENTATION & TARGETING Horlicks introduced a wide varieties of product to india. Horlicks meant everything to everybody. It was a health drink that every one consumed. Right from small(a) childre n to very elderly people Horlicks agnise this and came out with its new versions of unalike horlicks to variant customers.Horlicks differentiated the product as follows Horlicks Junior It is for Pre-school children. Keeping the targeted customers in mind the furtherance is cute and package has a picture of a small elephant which is very exciting for small childrens Horlicks Regular It is for customary use. Regular Horlicks is a health drink of people of all ages. The packaging is contemporary and has great optics to attract children and the young adults. Horlicks grows It is special nutritionary drink with 26 vital nutrients designed keeping the specific demand of the significant and breast feeding women.The packaging is very interesting. It is shaped like an mins glass Horlicks Lite and Lite bite A nutritional drink and snack specially designed for all health sensible 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 segmentation could very efficient way of prop on and even increasing ones market share. What is unavoidable is clear focus and clever innovations in adapting product and changing the needs of customers. POSITIONING & RE-POSITIONINGIt was initially introduced both a substitute & an additive to milk and it was initially positioned itself as as feed for convalescing& a nutrient accessory for kids only. Re-Positioning From a boring nutritional drink, GSK positioned Horlicks as Pleasurable Nourishment by launching 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 segment to other segment for consumption. Marketing flow (4 ps) for Horlicks ProductHorlicks is a widely regarded and highly respected 130-year- aged brand. GSK has quaternion brands in the health food drinks segment. Apart from Horlicks, which contributes Rs 600 crores in revenue to the consumer health care division, it has Boost, Maltova and Viva the last three are much smaller brands than Horlicks. confront with stagnating sales in the health food drinks segment, the company has chalked out an rapacious 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 turnoer to be around 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 involve different flavours, Horlicks is right away available in Regular, Chocolate, Creamy Vanilla and passion Buzz var ieties in a new package.A Horlicks drinks provide the following inseparable nutrients A Proteins, Carbohydrate, Fat, Vitamin A, Niacin, Vitamin B1, VitaminB12, Vitamin E, Vitamin B6, and Iron & Calcium Price HORLICKS Flavors (Rs) ElaichiChocolateHoney BuzzVanilla cant (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 consummate family in contrast to the br haves, whose prime target audience is children.This is probably because whiteswhose yield rate is faster than the brownshave the added advantage of being perceived as food which enhances the healthy image of those who are recovering. But gradually they realized that they have to focus on one segment of market that is children. Horlicks is now positioned as a welcome nourishment drink aimed at children amid the age group of 8 -14. Nowadays children have tremendous mold o n the things purchased for the family and therefore we want children to prefer Horlicks as a pleasurable nourishment drink.While all the action testament be in the oecumenic Horlicks segment, the focus of Junior Horlicks (target segment kids betwixt one and three) will hold out 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 succeeding(a) six months. Sixty-five 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 chair an inter-school competition called Activity 2003 in which around 1. million students are anticipate to take part. Unlike its other drink (the Rs 170-crore Boost, promoted by Sachin Tendulkar) the new Horlicks does non have a brand ambassador. While all the action will be in the general Horlicks segment, the focus of Junior Horlick s (target segment kids between one and three) will have-to doe with to remain the same. The brand will continue to talk to the mother since the purchase decision rests with her. Place It has a industrial-strength marketing network in India comprising over 1800 wholesalers and direct coverage of over 4,00,000 retail outlets.Horlicks sales have been strong in the south and east 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 central idea for all the products of horlicks each the products of Horlicks belong to different categories which will not kill the market of its own product. WEAKNESS Customer perceived value of Womens Horlicks 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 energy drinks, metric grains 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