Horlicks V2

Linda Bay | Kang Gui Ling | Lee Yifang Henry Lim | Nguyen Thuy Ahn | Seah Chee Yong

Hypothesis

Methodology

Findings

Reccomendations

Conclusion

Company Overview

WHO?

GlaxoSmithKline

Nutritional Healthcare Products

WHO?

Horlicks 3-in-1 Lite

Health Conscious Ladies

2009

PROBLEM

PRODUCT OFFERING

HISTORY OF ESTABLISHMENT

MARKET SHARE

SECONDARY RESEARCH

MARKET ANALYSIS

SECONDARY RESEARCH

$139 Million2009 HOT DRINKS MARKET

SECONDARY RESEARCH

10.5%

$139 Million2009 HOT DRINKS MARKET

MALT BASED DRINKS, HOT CHOCOLATE ETC.

SECONDARY RESEARCH

10.5%MALT BASED DRINKS, HOT CHOCOLATE ETC.

95%MALT BASED DRINKS

SECONDARY RESEARCH

YEAR 2010 - 2015

3%

SECONDARY RESEARCH

77%

9%7%

SECONDARY RESEARCH

MARKET TRENDS

29%EAT HEALTHY

60%HEALTH

CONSCIOUS

1 2CONSUME

SUPPLEMENTS

in

INCOHERENT BRAND IMAGE

INCOME INCREASE

68%

INCOME INCREASE

56%ONLY

INCOME INCREASE

68%

INCOME INCREASE

56%ONLY

INCREASE INEMPLOYMENT

7%

INCREASE INEMPLOYMENT

3%ONLY

GREATERPURCHASING

POWER

Observational Studies

Focus Group

Survey

In Depth Interview

HORLICKS

EXPLORATORY STUDIES

EXPLORATORY RESEARCH

IN DEPTHINTERVIEW

WITHIN OUR SEGMENT...

1NO.

CHOICE

LOW CHOICE

HIGH AWARENESSRECOLLECTION

ASSOCIATIONS...

BREAKFASTSNACK

NEUTRAL

SPORTSYOUTH KIDS

STRONGER WEAKER

LOW CONSUMPTIONLOW EXPOSUREDUE TO

LOW CONSUMPTIONLOW EXPOSUREDUE TO

WILLING TO TRYFREE TRIALIF

LOW CONSUMPTIONLOW EXPOSUREDUE TO

WILLING TO TRYFREE TRIALIF

PACKAGEDTIN CANSPREFERRED OVER

EXPLORATORY RESEARCH

FOCUS GROUP

TIME OF DAYAFFECTS CHOICE

ONLY FEMALESVALUED NUTRITIONAL VALUE

MILOTASTE BENCHMARKHABITUAL CONSUMPTION

LOW WILLINGNESS TO TRYSTRONG AVERSION TO HORLICKS

FOR THOSE WITH

CURRENT MARKETING STRATEGIESFAILED TO COMMUNICATE

NUTRITION

OBSERVATIONAL STUDY

3OUTLETS

6.00-8.30PM

FEMALESHORLICKS & MILO

HORLICKS MILO

>50>35YEARS OLD YEARS OLD

HORLICKS PURCHASE26%

35 AND ABOVE

HORLICKS LOW MARKET SHARE

FEMALES

OBSERVATIONAL STUDY

54%

LUNCH

19%19%

27%

OTHERS

64%

DINNER

19%15%

21%

HYPOTHESIS

There is#1no difference in

awareness levels between Milo and

Horlicks.

Time of the #2day affects choice of drink purchase.

Target #3consumers prefer malted drinks that

are thick and strong

Prominent #4display of Horlicks will increase sales.

Consumers prefer#5drinks that are nutritous when choosing malted

drinks.

HORLICKS

PREDICTIVERESEARCH

There is#1no difference in

awareness levels between Milo and

Horlicks.

55%CITED MILO AND HORLICKS

UNAIDED RECALL

97%CITED MILO AND HORLICKS

AIDED RECALL

PERCEPTUAL MAP

There is#1no difference in

awareness levels between Milo and

Horlicks.

TRUE

Time of the #2day affects choice of drink purchase.

Time of the #2day affects choice of drink purchase.

TRUE

Target #3consumers prefer malted drinks that

are thick and strong

Target #3consumers prefer malted drinks that

are thick and strongFALSE

Prominent #4display of Horlicks will increase sales.

Prominent #4display of Horlicks will increase sales.

FALSE

Consumers prefer#5drinks that are nutritous when choosing malted

drinks.

Consumers prefer#5drinks that are nutritous when choosing malted

drinks.FALSE

RECOMMENDATIONS

NEW & IMPROVED

PRODUCT

CHOCOLATEFLAVORED

MILD & SMOOTH

TETRA PACK

POSITIONED ASCOLD DRINK

PRICE

90¢PER PACK

PLACE

PROMOTIONS