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Horlicks Stretches Out

Presented By:

Wasim Ahmed

Manuj Sah

Akshat Jain

Ashu GoelVipin Rathi

Maitraya Biswas

Anjani Kumar

Yogesh Jadia

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Horlicks

Horlicks - name of a malted milk hot drink.

Claimed to promote sleep.

Also, known better as a caf drink.

Biggest market India

Traditionally been marketed as 'The Great

Family Nourisher.

Served hot or cold, and is usually sweetened

with sugar

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History Timeline 1873: James Horlick, a pharmacist, joined his brother,

William, in the U.S. and together they founded thecompany J & W Horlicks in Chicago to manufacture apatented malted milk drink as an artificial infant food.

1883: U.S. patent 278,967 granted to William for firstmalted milk drink mixing powder with hot water.

1960: Factory built in Punjab, India to make Horlicks frombuffalo milk.

2000: SmithKline Beecham became GlaxoSmithKline.

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Market Analysis

Horlicks market share Rs 2,305-crore

Above 50 per cent in milk beverages market

Nestl stopped making Milo

New entrant Dabur India decided to stay clearofHorlicks

pitched its Chyawan Junior against GSK Consumer

Healthcares other beverage brand, Boost.

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Expansion

GSK Consumer Healthcare has decided to use the

brand to get into new categories. In the last fewmonths, it has launched biscuits for children, anutrition drink for women, an energy bar and

chilled milk. More could follow in the days tocome.

GSK MD believes the new products will make ameaningful contribution to the companys topline in the next few years.

Countrys sixth most-trusted brand

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Expansion Contd.

GSK Consumer Healthcare succeeded in

segmenting customer base Catering for specific needs of women

Cashing in on the increasing population of

children with Horlicks. Ogilvy & Mather Country Head (planning)

Madhukar Sabnavis feels the brand today

talks to every member of the family ratherthan the entire family.

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Product Line

GSK Consumer Healthcare had positioned a product

exclusively for children between the ages of two andfive with junior Horlicks launched in 1995.

Junior Horlicks brand has grown to become a Rs 150-crorebrand

Company launched Junior Horlicks biscuits last month

GSK Consumer Healthcare had reached out to pregnantand lactating mothers with Mothers Horlicks, five

years back it came up with Womens Horlicks catering for women

across age groups

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Product Line

Horlicks Lite for the elderly who often have a

sugar problem and for the youth we haveHorlicks Nutribar - energy cereal bars.

H

orlicks nutribar positioned on the twinplanks of health and convenience.

Invited consumers to taste its summer drink

called Horlicks Chilled Doodh (milk), availablein four flavours

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Competition

Keen competition in the Rs 45-crore chilled

milk category from Amul Kool and strongregional players like MAFCO in Mumbai

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Revenue

Horlicks takes care of GSK Consumer

Healthcares top line. The brand, which wasworth around Rs 800 crore in the early partsof the decade, is today 50 per cent bigger at

close to Rs 1,200 core, bringing in the bulk ofthe companys annual turnover of Rs 1,580crore.

Indians drink more than five million cups ofHorlicks everyday

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Advertisements Horlicks does not feel the need for a brand

ambassador, though GSK ConsumerH

ealthcare hasengaged expensive celebrities like Kapil Dev, SachinTendulkar and Mahendra Singh Dhoni to endorseBoost.

Spends over the Rs 194 crore that GSK ConsumerHealthcare spent on advertising and promotions lastyear.

Radio , is still an effective channel in states such asBihar or Orissa where consumers dont have access totelevision or where power cuts are frequent.

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Reaching Rural Areas

it created a second layer of distributors in the

smaller towns to supplement the existingchain of around 500 big distributors. Most of

these 4,000 sub-distributors were appointed

in the eastern and southern parts of the

country.

Clearly, no effort is being spared to growHorlicks

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Thank You