Strategic Brand Analysis Of Horlicks

Strategic Brand Analysis of HORLICKS Presented to –

Prof.Jaya Gopalakrishnan

Presented ByThe “INVINCIBLE” Group-1

INTRODUCTIO N  Holicks a brand was established before 6 decades back in 1960.  It is owned by GlaxoSmithKline consumer health care.  It’s a malted milk hot 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.  In India, It is popularly known as “mother’s Horlicks”.

Some Facts • All Horlicks sold in India = 6 times length of Great wall of China • Taller, Stronger and Sharper. • Sixth most-trusted brand in India

Brand Evolution • • • •

Initially imported from Britain. Growth through innovation First mover advantage. It came as a solution to Indian market as a health drink. • Customer made brand due to the product.

Brand Identity

Brand identity of Horlicks will be clearly defined once the following questions are answered:

What is the Horlicks particular vision and aim?  What makes it different?  What need is the brand fulfilling?  What is its permanent nature? 

Brand identity prism

Cont…….  What are its value or values?  What is its field of competence? Of legitimacy?  What are the signs which make the brand recognizable?

Positioning Horlicks  For what benefit?  For whom?  For what Reason?  Against whom?

Horlicks Brand Extension  Product line extension without subbrand  Extension with sub-brand.  Extending the brand to related categories.

Reasons for successful brand extension • Fit between parent brand and brand extension. • Parent brand conviction and parent’s brand experience. • Retailer experience.

Brand life cycle

Why Horlicks is so successful • • • • • •

Excels at delivering the benefits customers truly desired. Staying relevant. Pricing strategy based on “value for money”. Proper positioning. Consistency. Creating entry barriers.

Horlicks placed itself as a generalist Brand

Implementation of Brand • • • • • •

Through product quality Price By winning trust of consumer Recommendation Brand activation Brand extension

Media for positioning brand • • • • •

Radio Television News papers Internet Magazines

1st preference 2nd preference 3rd preference 4th preference 5 th preference

Some important steps taken by Horlicks

• • • • • •

Something for everyone. Packaging Nourishing the brand Adding Rural Reach A fresh new image. Integrated Media campaign

CONCLUSION

“Horlicks is not creating any needs just fulfilling the needs of the consumer’s…….”

THANK YOU