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HORLICKS
It is a brand from GSK A market leader in the health food drinks category with market share of 52% The brand also has presence in biscuits and in snack-bar
Competitors
Parent Company Heinz Variants Family Lite Flavoured drinks (Kesar badam, mango, strawberry etc) Complan Natural Bournvita Li'l Champs
Bournvita
Kraft Cadbury
Boost
GSK
Nil
JUNIOR HORLICKS
Target Segment:
Little children, Age group of 1- 3 Pre-Schoolers, Age group 4-6
NEEDS
Nutritional requirements vary according to age. Toddlers are fussy eaters, which may lead to gaps in nutrition. Pre-schoolers, on the other hand, tend to have a busy schedule, and need adequate nutrition to keep them going through the day.
Variants
Junior Horlicks 1-2-3: An easy to digest drink for the fussy toddler at home (Junior Horlicks is partially predigested, which helps make it easy to digest) Junior Horlicks has positioned itself exclusively for children between the age of t 2 and 5 as junior horlicks1-2-3 Hence keeping the targete customers in mind the packaging is cute and the package has the picture of a small elephant which is very exciting for the small children Junior Horlicks 4-5-6 with Growth Boosters, Power Vitamins and Smart Nutrients: A nutrition packed health food drink for an active pre-schooler
Womens HORLICKS
Product
Rich in ideal Quality Milk Protein Low Fat No Added Sugars 2 flavors: chocolate and caramel
Price
Rs 100 for 200 gm jar
Women's Horlicks is designed to specifically address the health needs of women providing 100% of the daily requirement of iron, calcium, folate and vitamins B2, B6, B12, and C2. The target segment therefore consists of health conscious urban working women, in metros and mini-metros, between the ages 19-50, leading hectic lives focusing on career and family and hence not able to take care of themselves in the bargain.
Target Segment
Pregnant Ladies Lactating Mothers
Other benefits
Mother's Horlicks also supplies the recommended quantity of ideal quality proteins. Mother's Horlicks provides nutrients that are essential for blood and bone health. Mother's Horlicks is also rich in antioxidants which are essential during pregnancy and lactation.
Lite Horlicks
BENEFITS
Lite Horlicks is a HFD specially designed to suit the nutritional needs of adults. provides strength and stamina by maintaining and repairing damaged body cells. Lite Horlicks has no added sugar and no fats. Contains 26 vital nutrients Has high fibre Is low fat Has essential antioxidants
Positioned itself as a nutritious product for health conscious and people having diabetes Lite Horlicks is available in two flavors - Original Malt and Badam.
Target Segment
40+ adults Diabetes Patients
New Lite Horlicks with zero added sugarand zero cholesterol Lite Horlicks is so far the only nutritional products to be endorsed and certified by Diabetes India
Segment: White health drink for the family Target: Initially focussed on all age groups. Now targets children in the age group of 614 years Positioning: Trust and promise of a "pleasurable nourishment" with a delicious range of flavors Price: Rs. 138
Segment: Chocolate flavored health drink for children Target: Children in the age group of 5-18 years
Segment: Chocolate based health drink for children Target: Young growing children from the middle and upper class Positioning: Chocolate health drink to make kids stronger and sharper
Segment: Chocolate based health drink for children Target: Young growing children from the middle and upper class
Positioning: Healthy drink which could be used as a median drink between carbonated drink s and fruit juices Price: Rs.135
Positioning: The COMplete PLANned Food for growing children Price: Rs.154
Taiyyari jeet ki, Real Achievers who have grown up on Bournvita; Upbringing' to 'Intelligence; Good upbringing
The complete planned food; I am a Complan boy, Im a Complan girl; Grow 2 times faster
Line Extensions
Junior Horlicks
Targeted at under 5 age category Touting on its nutritional content and 5 star taste to catch the target segment Packaging is new and attractive Brand promises the mothers to make their kids champions like its brand ambassador Emotional benefit
NA NA Targeted at the entire family for 13 years & above fat-free and has no cholesterol and no added sugar
Bournvita Little Champ is liked by children along with milk due to its delicious taste. Parents believe it helps their children to become good in study, active and intelligent
NA NA Perceived as a brand with functional benefits and helps to reduce cholesterol. Well accepted due to Complan name
Brand
Market Share
Segments
Communication strategy
1930s
50%
\
Junior Horlicks 1995 11%
No demographic 1990s; Health focused, no age or income barrier (evident) segmentation till extensions. emphasize trust in brand On health consciousness 2000s; Same except no reference to brand name/origin Few ads were more focused on kids Brand was trying to add fun element to its character by more energetic and humorous ads
Line Extensions
Age Emphasis on functional benefits, litter platform, connecting environment for parents
Very targeted ads in print and online media Completely functional in nature
2005
Relied on print, On spot purchase and media coverage No mass media till variant was launched in 2007
Women Horlicks
Jan 2008
16%
Gender
Launch: Wide coverage by media (esp business dailies papers) Ad; 100% affective component Latest Ads: shows scientific support in addition to affective component and shows functional benefits very briefly
Customer support:
All the extensions were in line with the value of providing nourishment projected by the brand (No deviation) Horlicks has been associated with trust and care (Conformity)
No Brand dilution:
The product category growth has been very high around 14% pa This gave the extensions time and resources' to stabilize any immediate non acceptability The purchaser were not different (In most cases Women in families) thus brand association helped horlicks to get easy trials
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