Description
Horlicks is the name of a company and of a malted milk hot drink developed by the founders James and William Horlick. It is now manufactured by GlaxoSmithKline in the United Kingdom, South Africa, New Zealand, Bangladesh, India, Pakistan and Jamaica, and under licence in the Philippines and Malaysia.
HEALTH DRINKS: A HISTORY
?Tea has been drunk for at least 4,000 years ?Coffee, on the other hand, has can be traced as early as the 9th century. {in Ethiopia} ?1901, the 1st energy drink was released in Scotland called Im-Bru . ?In 1929, Lucozade Energy was used as a hospital drink in the U.K. ?For sports drinks ?in 1995, PepsiCo launched the Josta.
HISTORY of horlicks
?At nearly 130 years old, Horlicks is one of GSK Consumer Healthcare’s oldest brands . ? It is manufacture by GlaxoSmithKline in UK,India & Jamaica. ? Horlicks has been a popular brand in India since the 1930s ?It has traditionally been marketed as 'The Great Family
Nourishes .
FEATURES OF THE BRAND
?Enjoys more than 50% share of the Health Food Drink Market. ?popular brand in the country since the 1930’s. ?Horlicks is the only health drink, clinically proven* in India, to make kids taller, stronger and sharper . ?jaise bhi kaise bhi doodh le ao, Chocolate Horlicks shake banao.
CATEGORy
Horlicks Lite
Junior Horlicks
Mother’s Horlicks
MARKETING STRATEGY
Vision & Mission
VISION
Fulfill the needs and Exceed the expectations of the CUSTOMERS
MISSION
will increase the value of the company for the shareholders and the employees by honest and ethical practices
Perceived Quality
?Actual or objective quality
roduct or service delivers superior service ?Product-based quality:-the nature and quantity of ingredients, features included.
BASIS ON WHICH CUSTOMER BUYS HORLICKS
SHARE VALUE
PRODUCT LIFE CYCLE
In marketing theory we talk about a strategy at the maturity stage of PLC is to increase the product usage
sales
350 300 250 200 150 100 50 0 1 2 3 4 sales
SWOT ANALYSIS
•Good reputation •Strong brand name •Creative and innovative thinking •Peaceful Industrial Environment •Non availability of tax exemptions •Over dependence on single product Horlicks
STRENGTH
WEAKNESS
OPPERTUNITIE S
THREATS
• Government Policies •Competition
•population demand •Availability of latest
Indirect Competitors
Coffee,
Tea, Milk, etc.
CONCLUTION Horlicks is not creating any needs just fulfilling the needs of the consumer’s…….
doc_750488948.pptx
Horlicks is the name of a company and of a malted milk hot drink developed by the founders James and William Horlick. It is now manufactured by GlaxoSmithKline in the United Kingdom, South Africa, New Zealand, Bangladesh, India, Pakistan and Jamaica, and under licence in the Philippines and Malaysia.
HEALTH DRINKS: A HISTORY
?Tea has been drunk for at least 4,000 years ?Coffee, on the other hand, has can be traced as early as the 9th century. {in Ethiopia} ?1901, the 1st energy drink was released in Scotland called Im-Bru . ?In 1929, Lucozade Energy was used as a hospital drink in the U.K. ?For sports drinks ?in 1995, PepsiCo launched the Josta.
HISTORY of horlicks
?At nearly 130 years old, Horlicks is one of GSK Consumer Healthcare’s oldest brands . ? It is manufacture by GlaxoSmithKline in UK,India & Jamaica. ? Horlicks has been a popular brand in India since the 1930s ?It has traditionally been marketed as 'The Great Family
Nourishes .
FEATURES OF THE BRAND
?Enjoys more than 50% share of the Health Food Drink Market. ?popular brand in the country since the 1930’s. ?Horlicks is the only health drink, clinically proven* in India, to make kids taller, stronger and sharper . ?jaise bhi kaise bhi doodh le ao, Chocolate Horlicks shake banao.
CATEGORy
Horlicks Lite
Junior Horlicks
Mother’s Horlicks
MARKETING STRATEGY
Vision & Mission
VISION
Fulfill the needs and Exceed the expectations of the CUSTOMERS
MISSION
will increase the value of the company for the shareholders and the employees by honest and ethical practices
Perceived Quality
?Actual or objective quality
roduct or service delivers superior service ?Product-based quality:-the nature and quantity of ingredients, features included.BASIS ON WHICH CUSTOMER BUYS HORLICKS
SHARE VALUE
PRODUCT LIFE CYCLE
In marketing theory we talk about a strategy at the maturity stage of PLC is to increase the product usage
sales
350 300 250 200 150 100 50 0 1 2 3 4 sales
SWOT ANALYSIS
•Good reputation •Strong brand name •Creative and innovative thinking •Peaceful Industrial Environment •Non availability of tax exemptions •Over dependence on single product Horlicks
STRENGTH
WEAKNESS
OPPERTUNITIE S
THREATS
• Government Policies •Competition
•population demand •Availability of latest
Indirect Competitors
Coffee,
Tea, Milk, etc.
CONCLUTION Horlicks is not creating any needs just fulfilling the needs of the consumer’s…….
doc_750488948.pptx