BRAND EXTENSION ANALYSIS :

Women Horlicks

Submitted by -NIKITA GOENKA | PGP30324

PARENT COMPANY: GlaxoSmithKline PLC

CONSUMER HEALTH CONSTITUTES

20% OF THE GROUP’S

REVENUE

India Turnover figures in Mn £

TURNOVER EXPANDS BY

2% GLOBALLY

UK-BASED COMPANY WITH 72.5% STAKE IN ITS INDIAN UNIT

G S K C O N S U M E R H E A LT H C A R E

In Rs. Million

NET SALES 48,685.8

NET PROFIT6,747.6

I n t e rn a t i o n a l P h a rm a c e u t i c a l G i a n t  

GLAXOSMITHKLINE : Consumer HealthConsumer Health global market leader through JV with Novartis

LARGEST PLAYER IN HEALTH FOOD DRINKS CATEGORY IN INDIA

GSK/ Novartis

Bayer/ Merck & Co

Johnson & Johnson Inc

Pitzer Inc

Sanofi Reckitt Benckiser

Procter n Gamble

Global CH leaders by Retail Value Sales based on 2013 data

( Rs 5,500-crore category with growth of about 5 - 6%)

DESIGNED TO IMPROVE THE QUALITY OF HUMAN LIFE by enabling people to

• D O M O R E• F E E L B E T T E R• L I V E L O N G E R

GLAXOSMITHKLINE: Product Portfolio

A INR 3,000-CRORE BRAND LEADING HEALTH

FOOD DRINK CATEGORY WITH A 4 6 . 2 % MARKET SHARE.

PARENT BRAND : Horlicks

G R O W T H D R I V E R

• Brand grew globally by £160 mn in 2008-13

• India accounts for 80% of global sales

M A L T D R I N K S M A R K E T

• Ranked 4th globally with 6.4% share in 2013

• Expected growth US $130 million in 2013-18

M A J O R P L AY E R S • Maltova, Boost, Bournvita, Complan,

Milo

Launched in 1873

INDIA'S FIRST HEALTH DRINK DESIGNED SPECIFICALLY FOR WOMEN'S NUTRITIONAL NEEDS

BRAND EXTENSION: Women Horlicks

RECOMMENDED BY WORLD HEALTH ORGANIZATION

(WHO)

"Because your body needs you too!"

FORMULATED COMBINING SCIENTIFIC

KNOWLEDGE & EXPERTISE

PRODUCT

PRICE

MARKETING MIX: Women Horlicks

• Formulated with ion, calcium, folate & other vital nutrients• Quick and Easy to mix

•Low Fat; No added Sugar•A wholesome and natural combination of malt, wheat & milk

T W O F L A V O R S – C H O C O L A T E & C A R A M E L

• Overpriced in comparison to traditional Horlicks

•Priced keeping in mind the income of targeted urban women

PLACE

PROMOTION

MARKETING MIX: Women Horlicks

•Available at supermarkets, retail stores & medical shops•Use of already in place excellent distribution system

• Usually relegated to bottom shelf, resulting in minimal visibility•Manufacturing - Balagarh, Sonapet; Packaging - Solan, Secunderabad

H E A D Q U A R T E R A T N A B H A ( P U N J A B )

• Doctor engagement program• Direct marketing and consumer activation

• Digital Marketing• Print media advertising

MARKET SEGMENTATION: Demographic

Junior Horlicks

Horlicks Regular

Women’s Horlicks

Horlicks Lite

For little, preschool children

For general use; clinically-backed claim of making kids taller, stronger and sharper

For contemporary working woman, promising blood & bone health  

For 40+ adult to build strength & stamina; for diabetic people

Mother’s Horlicks For pregnant and lactating women 

Objective is to cater to the needs of all the age groups.

HEALTH CONSCIOUS

URBAN WOMENDEMOGRAPHICS

TARGET SEGMENT

TARGETED SPECIFICALLY AT THE MODERN HEALTH CONSCIOUS URBAN WORKING WOMAN

Women of the age group of 19 to 50 years, at various phases of a woman’s life:

Adolescence > young > adult

Women who are not able to take care of health and daily requirement of iron, calcium, folate and vitamins B2, B6, B12, and C2.

Urban working women leading hectic lives, focusing both on career as well as family in metros and mini-metros

TARGET SEGMENTBe the ‘YOU’ you always wanted to be

Image Image Image

BOURNVITA COMPLAN BOOST

MONDELEZ HEINZ GSKCHP h y s i c a l E n e r g y & E n d u r a n c e

S t r o n g e r b o n e s & M u s c l e s

E n e r g i z e r f o r d a i l y s p o r t s

COMPETITORS: Market Share

46%

16%

14%

12%

0%

11%

Horlicks Bournvita Complan Boost Maltova Others

MARKET LEADER

COMPETITIVE FRAME OF REFERENCE

BRAN

D S

TREN

GTH

(Diff

eren

tiatio

n an

d Re

leva

nce)

BRAND STATURE (Esteem and Knowledge)

Curiosity

Indifference

Commitment

Fatigue

MALTOVA

DANONE

PEDIASURE

MINUTE MAID

TROPICANA

REAL

BOURNVITA

HORLICKS

COMPLAN

BOOST

POD

POP

POD

POD

ANALYSIS: Points of parity & points of difference

HORLICKS BOURNVITA COMPLAN BOOST

C O M P A N Y GSKCH MONDELEZ HEINZ GSKCH

M O T OR e l i v e t h e s p i r i t , S t a y s t r o n g

P h y s i c a l E n e r g y & E n d u r a n c e

S t r o n g e r b o n e s & M u s c l e s

E n e r g i z e r f o r d a i l y s p o r t s

B A S E M A L T C O C O A M A L T C O C O A

N U T R I E N T S M E D I U M M E D I U M H I G H M E D I U M

T A R G E T C U S T O M E R W O M E N K I D S K I D S K I D S

N U T R I E N T B A S E D H E A LT H D R I N K F O R A L L R O U N D G R O W T H POP

IN ORDER TO HIGHLIGHT ITS NUTRITIONAL ASPECT, GSKCH IS PROMOTING WOMEN HORLICKS THROUGH TRADITIONAL PRINT AND TELEVISION MEDIA

PROMOTION STRATEGY: Point of Difference

BRANDING WITH REGIONAL TONGUE

PROMOTION STRATEGY: Point of Difference

https://www.youtube.com/watch?v=vWvolkt-FH4

FOCUS ON RESONATION WITH THE WORKING WOMEN

Eschewing the current glamour dolls of

Bollywood, Konkana Sen Sharma was

selected as the face of the urban Indian woman

of today, balancing career and home, a

choice sure to resonate with most women.

This, combined with the baseline, "Because

your body needs you too!", starkly elegant in

its very simplicity, captures the essence of the

desired brand image.

PROMOTION STRATEGY: Point of Difference

https://www.youtube.com/watch?v=alYyeooLZQE

SUPPORT OF PROFESSIONALS IN THE MEDICAL FIELD

The core strategy lies in grabbing the mind

space of the consumers, rather than following

the more traditional

hard-sell route.

The company reaches out to physicians,

dieticians and nutritionists to educate

them about the product. This in turn, leads to

an official or at the very least, unofficial,

product endorsement by these professionals.