Description
MARKETING MIX OF HORLICKS
Marketing mix of Horlicks
Horlicks, which is presently manufactured and marketed by GlaxoSmithKline consumer health entered India during the end of I world war. SmithKlineBeecham was product of merger between SmithKline Beckman and the Beecham Group which happened in the year 1989. Product Horlicks is India?s most selling packaged beverage and it emerged to be one of the top selling OTC (Over the counter) brand. The product mix of Horlicks includes Horlicks Ninja, Junior Horlicks, Mother?s Horlicks, Horlicks Lite and Horlicks Biscuit. Horlicks enjoys the largest market share in Health Food Drink and it the most trusted health drink brand in India. The product is scientifically developed according to Indian diet patterns and health needs. Horlicks is one of the very few health drink brands suggested by doctors as health supplementary. Horlicks was originally invented as a substitute for baby?s food. Price The pricing strategy of Horlicks is framed according Indian economy, where low and middle income people can afford to buy the product for healthy living and as substitute for food. The Junior Horlicks is priced at Rs. 180, Light at Rs.190, Women Horlicks at Rs.170, Chocolate and Original Horlicks at Rs.162 for a quantity of 500 gms. Horlicks pricing strategy falls in economy pricing which falls under high quality and low pricing. Place: The product is being sold in European and Asian markets, and in India and China, the company GSK is driven by the brand Horlicks. According to 2011 research data from Nielsen, Horlicks has over 2200 wholesalers and 5,15000 retailers. Horlicks is the mostly preferred brand by Kids in South India and the second position is occupied by Boost which is again a GSK brand. Horlicks has a strong market penetration even in the Indian rural market comprising of more than 50,000 villages. In India 2 Billions cups of Horlicks are consumed which is more than twice the quantity of Pepsi and Coke. Promotion: The first press release of Horlicks came in the year 1930 and it positioned itself as a family nourishment drink. Horlicks was one brand which was quick enough in understanding the emerging trends and was able to adapt immediately to the changing needs of the consumers. It constantly revamped itself in terms of packaging and branding strategies. The packaging of Horlicks was a major reason for its success in the Indian market. The Horlicks bottle can be reused for various purposes by the Indian households. Horlicks has a history of promotional events and it was the first to launch popular TV campaigns projecting house wives to promote their Brand. Horlicks „Whizkids? was a South Asia?s largest event where more than 200,000 children participated. One of the fam ous comments given by Madhukar Sabnavis, Country Head Ogilvy and Mather is “The brand today talks to every member of the family rather than the entire family.”
doc_721491671.docx
MARKETING MIX OF HORLICKS
Marketing mix of Horlicks
Horlicks, which is presently manufactured and marketed by GlaxoSmithKline consumer health entered India during the end of I world war. SmithKlineBeecham was product of merger between SmithKline Beckman and the Beecham Group which happened in the year 1989. Product Horlicks is India?s most selling packaged beverage and it emerged to be one of the top selling OTC (Over the counter) brand. The product mix of Horlicks includes Horlicks Ninja, Junior Horlicks, Mother?s Horlicks, Horlicks Lite and Horlicks Biscuit. Horlicks enjoys the largest market share in Health Food Drink and it the most trusted health drink brand in India. The product is scientifically developed according to Indian diet patterns and health needs. Horlicks is one of the very few health drink brands suggested by doctors as health supplementary. Horlicks was originally invented as a substitute for baby?s food. Price The pricing strategy of Horlicks is framed according Indian economy, where low and middle income people can afford to buy the product for healthy living and as substitute for food. The Junior Horlicks is priced at Rs. 180, Light at Rs.190, Women Horlicks at Rs.170, Chocolate and Original Horlicks at Rs.162 for a quantity of 500 gms. Horlicks pricing strategy falls in economy pricing which falls under high quality and low pricing. Place: The product is being sold in European and Asian markets, and in India and China, the company GSK is driven by the brand Horlicks. According to 2011 research data from Nielsen, Horlicks has over 2200 wholesalers and 5,15000 retailers. Horlicks is the mostly preferred brand by Kids in South India and the second position is occupied by Boost which is again a GSK brand. Horlicks has a strong market penetration even in the Indian rural market comprising of more than 50,000 villages. In India 2 Billions cups of Horlicks are consumed which is more than twice the quantity of Pepsi and Coke. Promotion: The first press release of Horlicks came in the year 1930 and it positioned itself as a family nourishment drink. Horlicks was one brand which was quick enough in understanding the emerging trends and was able to adapt immediately to the changing needs of the consumers. It constantly revamped itself in terms of packaging and branding strategies. The packaging of Horlicks was a major reason for its success in the Indian market. The Horlicks bottle can be reused for various purposes by the Indian households. Horlicks has a history of promotional events and it was the first to launch popular TV campaigns projecting house wives to promote their Brand. Horlicks „Whizkids? was a South Asia?s largest event where more than 200,000 children participated. One of the fam ous comments given by Madhukar Sabnavis, Country Head Ogilvy and Mather is “The brand today talks to every member of the family rather than the entire family.”
doc_721491671.docx