Marketing Term-1 Horlicks Final
Marketing Term-1 Horlicks Final
A project on HORLICKS
• English brothers William and James Horlicks developed the formula for
Horlicks
• In 1883, obtained U.S patent for drinks’ ability to mix up in liquid
• Got popular in South India because of its water solubility and the fact
that regions of South India are milk deficient
• Over time, many new flavors dedicated to children, women, breast
feeding mothers were introduced
• Flagship brand for GSK-HealthCare contributing more than 70% of sales
• Packaging has been a main focus for different product offerings
• The only health drink, clinically proven in India to make kids taller,
stronger and sharper
CONSUMER BEHAVIOUR TOWARDS
HORLICKS
• A study in Coimbatore city concluded that Horlicks is considered
the ‘most trusted’ brand and majority of the respondents
preferred Horlicks, followed by boost.
• Favorite with mothers because of the nourishment, with
children because of its taste and variety.
• In the late 1990s it started to feel that Horlicks was a “Healthy
but boring drink”.
• Consumers believe that Horlicks is a value for money product.
MARKETING STRATEGY
SEGMENTATION
GEOGRAPHIC SEGMENTATION- In the northern part of the country, it has a huge
demand as a white drink whereas chocolate Horlicks is very popular in the southern
part of the country.
Flintobox is an award winning subscription service for age appropriate activity boxes
for children.
Mini Flintobox was custom made for Junior Horlicks with two activities that focused on
problem solving, concentration and brain-hand-eye coordination.
PROMOTIONAL ALLIANCE
MADHUBANI PAINTING: A JAMINI ROY
ARTWORK