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Eat well
MY PRODUCT
All Horlicks sold in India = 6 times length of Great wall of China Sixth most-trusted brand in India Total Horlicks sold in a year weighs as much as 325 blue whales In India, over 2 billion cups of Horlicks are drunk every year
Brand Evolution
Initially imported from Britain. It came as a solution to Indian market as a health drink.
Brand Identity
Brand identity of Horlicks will be clearly defined once the following questions are answered:
What is Horlicks particular vision and aim? What makes it different? What need is the brand fulfilling? What are the signs which make the brand recognizable?
Positioning Horlicks
For what benefit? q For whom? q For what Reason? q Against whom?
q
Brand Extension
Product line extension without subbrand Extension with sub-brand. Expansion through takeovers and mergers
HISTORY
Horlicks was founded by two British brothers, William and James Horlick. Both brothers emigrated to America and in 1873 the company J&W Horlicks was founded in Chicago. Horlicks was first used to improve the nutrition of infants and the unwell. Once its nourishing qualities had been realised, the drink then became part of armed forces' kit bags during World War II serving all three forces. Horlicks was also used extensively during the 1948 Olympic Games held in London! Supporting all the teams, it was available at every venue to give the athletes an extra energy boost.
Introduction stage:
q q
q q q
Holicks a brand was established before 6 decades back in 1960. It is owned by GlaxoSmithKline consumer health care. It was heavily advertised as a kids nutritional drink It was a substitute of Milk as Baby Food It acquired more than 50% market share in India milk beverage market. Initially Horlicks is claimed to promote sleep when consumed at bedtime.
Growth Stage:
Excels at delivering the benefits customers truly desired. Staying relevant. Pricing strategy based on value for money. Proper positioning. Consistency. Creating entry barriers.
Maturity Stage:
product quality Price By winning trust of consumer By getting better labels than its competitors By getting a tagline such as ,taller,stronger,sharper that stuck in the mind of the consumer for years and was
Decline Stage
Horlicks has yet to go through the decline stage however with the coming improvement of other such nutritional drinks such as Bournvita , Milo , Complan , Acti-lifeetc, it may very well be with in the reaches of the decline stage in the coming years.
Promotion
CONCLUSION
Horlicks is not creating any needs just fulfilling the needs of the consumers.
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