CASE STUDY WOMENS HORLICKS FROM GSK CONSUMER

One can only presume that these misses were driven by some arrogance and a reluctance to invest and take a hit on profitability. Extensions beyond that into categories like biscuits might prove to be more difficult given the brand’s equity. The brand is also vying for a share at the bottom of the pyramid. Product innovation, he maintains, is likely to remain a priority. Horlicks may find it easier to stretch into variants Junior Horlicks, Mother’s Horlicks, etc. It lays claim to more than half the white-malted beverages market. Simultaneously, its brand image, too, has changed—from a fuddyduddy, boring health drink recommended by doctors to something that is nourishing, and enjoyable.

Mumbai based firm leaks private data of social media influencers Honor 20 series launched: On biscuits and oats, too, I have my doubts for the same reasons. Dr Prafulla Aginihotri, Director, IIM, Tiruchirappalli, and co-author with marketing guru, Philip Kotler, feels that developing Horlicks as a mother brand, while has helped GSKCH maintain a leadership position in the health drink market, it has helped them make an easy entry into other categories too. Product innovation, he maintains, is likely to remain a priority. But Horlicks has been steadily introducing line and brand extensions to keep itself relevant.

November 3, Horoicks. Horlicks was locally manufactured in India only sincethough it had been available via imports since the early s. Brands and products tend to age over the years if not nurtured properly.

Brand Horlicks Case Study and Strategies |

The company now had a new managing director in Zubair Ahmed in So, really, how has the company fared in fortifying a brand that is years old?

It also horlick its positioning: This case study looks at how Horlicks has avoided getting dated. There was someone else too, pushing for this change. This was a period of turmoil in the consumer products market, as India, after liberalisation, saw the entry of several new brands both from domestic and international players. In this, the company tapped into the growing pester power of children who now were key decision makers not only with what they ate, but also other key decisions around the household.

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Print media powers ahead cornering the largest share January 4, By Neeta Nair.

Women’s Horlicks scores big for GSK with Rs 100-crore sales

It simultaneously invested in consumer research and aggressive brand strategy. In all the brand extensions that Horlicks has made, nutrition remains the core. What has it not done right? This was the tipping point. All branding and communication spoke to different family members and how it meant different things to different people, while the new campaign spoke to children directly.

It has also not been successful in finding ways to make Horlicks a more mainstream product in the north and west of the country. In fact, one also sees a juxtaposition of the sublime and the ridiculous.

Wednesday, 22 May You are here: On this front, the evolution of Horlicks is replete with ideas of dos and don’ts. Next Story The strategy and tactics behind the creation of Brand Modi.

Brand Horlicks Case Study and Strategies

Dr Prafulla Horlickd, Director, IIM, Tiruchirappalli, and co-author with marketing guru, Philip Kotler, feels that developing Horlicks as a mother brand, while has helped GSKCH maintain a leadership position in the health drink market, it has helped them make an easy entry into other categories too. Product innovation, he maintains, is likely to remain a priority.

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In the final analysis, GSKCH is a very successful ftom and Horlicks is one of the strongest brands in the food and beverage business. And ina toffee flavour was added.

case study womens horlicks from gsk consumer

Extensions have so far been a mixed bag for Horlicks. To target working women, the brand chose to drive the message home for Women Horlicks through Bollywood actress Konkana Sen Sharma. By successfully launching variants at different points in time, it has strengthened its core brand values, apart from addressing new consumer needs and thus bringing such consumers into its fold. One can hoglicks presume that these misses were driven by some arrogance and a reluctance to invest and take a hit on profitability.

case study womens horlicks from gsk consumer

Inas its market share grew, the brand extended itself to a new product—Horlicks Biscuits. Extensions beyond that into categories like biscuits might prove to be more difficult given the brand’s equity. Identi-fying, creating and fasttracking sub-segments have ensured that it has left no obvious gaps for other players to exploit. The launch of Chill Dood, its flavoured milk range, did not take off.

case study womens horlicks from gsk consumer

Cadbury India’s Bournvita had a share of 17 per cent and Heinz’s Complan, 11 per cent. This campaign, however, was just the precursor.

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