Upload
karthikeyan-un-reclus
View
581
Download
5
Embed Size (px)
Citation preview
Horlicks Vs Bic Perfume
History 1955 Horlicks limited, England 1956-57 Punjab plant opened Beecham bought Horlicks limited,
Beecham(UK) and Smithkline(US) merged in 1989 to form Smithkline-Beecham
To Glaxosmithkline in Jan 2000 Dec 27 - Smithkline-Beecham and Glaxo
merged into GSK
Marketing strategy
Advertisement Promotion Targeting Availability
Advertisement
Brand has been endorsed by Amitabh Bachchan between 1960-70s
Vishwanathan Anand in 1980s Sponsered movies like Ice Age 2,
superman returns 5 video ads Taller,stronger,sharper
Promotion
Price Discounts – Rs7 on half kg and Rs12 on 1 kg
Gifts – pencil box, car, plastic containers, clock, frisbee, scholarship for students
Targeting
Two types: Requirement Women horlicks, Junior horlicks,
Horlicks lite Income group Asha horlicks General Horlicks
Availability
Rs 5 / Rs 10 / Rs 28 / Rs 75 / Rs 130 / Rs 225 packet varients
In two flavours-Regular & Chocolate Two types of packet Refill pack and Jar Mom and pop shops Available almost everywhere
Facts
In india 2 billion cups of horlicks are drunk everyday
All horlicks bottles sold in india in a year if placed end to end would form a chain 6 times a length of THE GREAT WALL OF CHINA
It was first milk mix containing wheat
BIC Perfume
History
Founded in 1945 Based in France Main products:- Fountain pens,
Pencils, Cigarette lighters, Disposable Razors.
Foray into perfume market in 1988
About the product First fine French perfume. It has 2 variants each for men and
women. For men–Bic men & Bic sport For women–Jour & Nuit. This perfume was introduced into the
market as low cost varient for existing costly perfumes.
Advertisement
Bic, already having a brand name spent negligeble amount for total advertisements
Thought of selling the product on its existing customer confidence in its brand success as an extension of its brand name.
Targeting
It mainly targeted the middle income group
Since perfume is associated with luxury and comfort, the intention was to provide the same for the common man at affordable prices
Promotion
Was to be sold at existing Bic outlets
An introductory price of $5 per bottle
Since already a low budget perfume so no gifts or discounts.
Reasons of failure Used no advertising mode. It resembled cigar lighter in it’s shape. It didn’t meet the expectation of being a
luxury product. Belief that their existing clients would
accept their new product Unable to create a new image for the
perfume.
Conclusion
The success or failure of a product depends not only on the quality of the product but also on some aspects like promotion, targeting, advertising, survey on the needs of consumers etc.