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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