Present advertising and promotion strategies

In India, Horlicks has always been marketed as ‘the great family nourisher’
01 and is mainly consumed at home

Most of the communication done by Horlicks aims at mothers as they

02 are the buyer of the product for their kids and family
Mothers’ Horlicks and Women’s Horlicks
Designed to fulfil the nutritional needs
of women during pregnancy and
Horlicks have also used their scientists and other healthcare Junior Horlicks, Horlicks Promind and Growth +
03 professionals in their advertisements to gain the trust of the consumers
nursing as well as middle age
Designed for kids and youth to enhance
their mental and physical stamina

Horlicks is one of the first brands that created separate commercials in

04 various regional languages

In some urban outlets, Horlicks have even created a play area for
05
03
children to attract consumers and create awareness and buzz around Lite Horlicks
the products.
Zero sugar and zero cholesterol for people with
diabetes so that the body can counter damage
Horlicks has also spent a lot on market research to constantly know from oxidative stress Horlicks Protein+
06 about what consumer needs. They have also revamped their logo and Targeted at working adults who are most
packaging as per changing consumer behavior likely to miss the required quantum of
protein intake in diet due to a hectic
Horlicks’ promotion and advertising money is spent on television, lifestyle
07 print, online ads and their main focus is on the value proposition they
offer
 The ad campaigns over the years

Taller, Stronger, Sharper in

which it was shown that Darsheel Safary was seen
among two groups of along with a few kids
children, kids drinking drinking Horlicks and
Horlicks were found to be spreading the idea of “Badlo
taller. Stronger and sharper Apne Bachpan Ka Size”

Badhne ki bhookh rag rag mein

was an inspiring advertisement
where kids were seen excelling
Dudh mein Horlicks Milao, in different fields from academic To promote the launch of the
dudh ki shakti badhao was to dancing, tennis to football new Kesar Badaam,
introduced with the idea to Chocolate flavor Doodh ka
fuel aspiring students Fearless Kota campaign addressed glass khallas ad was
one serious yet less-talked-about launched
issue faced by youngsters –
committing suicide under
excessive pressure

To address the Horlicks launched an

malnutrition and under- immunity film highlighting
growth of kids between 3 how the brand can help
to 9 years of age, Mission support the body’s defences
Poshan was launched and the need to get
necessary nutrients everyday
 Advertising Planning and Promotion
Strategies so far
By addressing the malnutrition and
Went through a revamping in 2003
under-growth of kids between 3 to Conclusion:
after GSK decided to experiment
9 years of age, the Growth+ What started its journey as a hot
with flavors to offer “pleasurable
campaign was started where it was drink for kids and invalids, soon
nourishment”, various products cater
shown how a nutrition-rich became a common drink for
to people from different age groups
clinically-proven Horlicks can people of all ages
e.g. Mothers’ Horlicks, Women’s
alleviate growth-related issues.
Horlicks, Junior Horlicks etc.

Was introduced to India by A sensational but controversial

the British during WW I and Fearless Kota campaign
campaign of “Taller, Stronger, addressed a serious issue faced
soon became a completely Sharper” The campaign of
Indian product. Started a by youngsters –committing
“Badhne ki bhookh rag rag suicide under excessive pressure
health-oriented marketing mein” where kids were seen
strategy since the 1930’s to get in IITs.
excelling in different fields
Is it working?
What distinguishes Horlicks from its competition
• Yes. Customers of Horlicks are mainly middle-income group
Brand is present in different product categories like healthy customers who like to be healthy and hence the image of
biscuits, noodles, nutritional drinks, and energy drinks, Horlicks as a health supplement has done wonders for them
therefore, it uses differentiated targeting strategy.
• Horlicks has a higher brand recall value among consumers as
The brand distributes its offerings through compared to brands like Bourn Vita and Boost
unconventional channels of distribution such as
pharmacies, medicine stores besides wholesalers, • Various segments of the population being targeted right from
retailers, kirana stores and e-commerce websites.  toddlers and pregnant women to senior citizens and school
students has reinforced the idea of Horlicks drinking as a family
ritual, sometimes every night before going to sleep for most
Horlicks associates itself with the targeted audience urban families
through different mediums such as at schools, colleges,
pre-schools etc. e.g. events such as Horlicks Wiz Kids
 Media Buying and Budgeting Strategies
Horlicks as a brand needs no introduction and creating Target Audience:
Objective: Establishing continuous
awareness is not an issue
touchpoints with sales conversion • All women above 18+ years of age
• Sub-urban and Rural Areas

Media plan should revolve around providing information about Product Brief:
different versions of the brand • Women Horlicks
• Rich in Calcium and Vitamin D
• Nutrients for bone health
• Sugar free
Focus should be to sustain relevant information in the minds of
the consumer
Consumer Behavior: Media Plan:
• Urban Customers • Continuous advertising through
Capitalize on the Buzz created by Ads with significant • Perceived as a product for high class different channels
touchpoints • Price on higher side • Increase engagement online
• Low on repeat purchase • Encourage product consumptions
through offline mode

Conversion through busting myths and rumors

Flight Scheduling Strategy: Regular Advertising with spends
divided across channels for longer time period

Header Schedule Budget Digital Offline

TVCs Print Ads
Awareness Increase the Reach Awareness 5 months 40% Social Media OOH
Display Ads Ad Booths
Consideration Build on selection set Affiliate Ads Experience Centers
Consideration 4 months 30%
PPC metric Feedback Counters

30% Hyperlocal Display Ads Local events at Playschools

Intent Sell more Intent 3 months
  Search Ads Sponsorship Boards
 • ‘Work from Home’ being the new normal, the latest campaign
portraying Horlicks as an immunity booster has worked to the
advantage of the company and will continue to yield dividends
long after the Covid Scare has gone.

• Horlicks also does a very good job of highlighting the need for good
health in all sections of society from the doctor to the house wife to
the college going children, such multifaceted ads targeting
different age groups should be continued

• Acts of corporate CSR such as donating packs of Horlicks to all

major Covid hospitals in 12 key cities should be continued as they
build an unconscious image in the minds of the consumer of
Horlicks being closely related to healthcare

Horlicks is one of the first brands that created separate commercials in various
regional languages
Aspects to be considered
While emphasizing on distinct labelling and packaging in different packs,
• In many parts of India it is still seen as an energy booster or substitute for milk Horlicks products are created by keeping the nutritional requirements of
which is not true different age group in mind. 
• While Horlicks is considered to be a universal brand, its recent product dissections With this, there are regular advertise campaigns featuring some of the
have confused the consumers a lot. renowned faces of the industry, thereby, increasing the interest of people
•  It attempted to market itself in biscuits, noodles, oats, and cereal-bar formats, in Horlicks drinks, cereals etc
with varying degrees of success
 Potential pitfalls Horlick’s Future

Horlicks has come under the scanner for being high on sugar, as per various Partner with a dairy company to bundle Horlicks sachet and small milk
reports, 80% of its worldwide sales come from India. Therefore if the brand powder packets to increase accessibility and portability for office workers
without compromising taste
perception of Horlicks changes to that of a sugary drink, it would damage its current
image of a health drink
Collaborate with Social media influencers to re-position Horlicks as an
essential nutrition drink among millennials. Target women centric social
In India, its major sales come from the East and South. Though Horlicks has created media groups to spread awareness about nutritional importance of Horlicks
strong hyperlocal impressions, its next big challenge is rural markets. For most for women and other family members.
people in villages it is still a luxury and not a necessity Develop series of television advertisements to focus on hardships faced by
health workers and other essential services employees and how Horlicks
supported them during lockdown

Associations with State Government to work on initiatives to reduce

malnutrition among adults in LIG

Tagline Suggestions
#Aap Surakshit, Aapka Parivar Surakshit
Portray Horlicks #SabkaHorlicks
Lite as a go-to #HarGharImmunity
Communicate
health drink
how a worker’s . Emphasize on
consumed by
health choices Vitamin C, D, E,
office workers,
reflect on the Zinc and other
engineers &
safety of his/her constituents.
maids during
family
office working
hours