Horlicks
Horlicks
Taller Sharper and Stronger “Horlicks Marketing Strategy”
Horlicks, a GlaxoSmithkilne Consumer Healthcare India Limited, owned drink, which caters to the nutritional needs of the Indian diet has been a popular brand in the Indian market since 1930s leading with a market share of over 50% in the Food Drink segment. Horlicks marketing strategy has been health oriented. This leading health food drink in India underwent a revamp in the year 2003 offers a ‘pleasurable nourishment’ with delicious variety in flavors like Vanilla, Tofee, Elaichi and Chocolate.
Marketing Strategy of Horlicks
Horlicks has been around for almost 125 years in market. Horlicks marketing strategy initially was as “The Great Family Nourisher”. After that the brand has launched new communication campaigns to match with their new products and changing times.
1992 – The Company launched a new segment – Horlicks Biscuit.
1995- The Company launched Junior Horlicks for Pre-School kids.
2003 – Harlicks marketing strategy as well as the brand went through a massive transformation from the taste to its flavor as well as its packaging. It positioned itself as ‘nourishing, yet so tasty’. The company even re-launched Junior Horlicks, with better packaging and more nutrients to develop internal resistance of 1-2-3 years old.
2005 – The brand tried to communicate with the kids and not just their mothers. It came up with the famous tagline – “Taller, Stronger and Sharper”. It tried to convey through its advertisements that children who consumed Horlicks were taller, stronger and sharper. It even launched another new variant ‘Horlicks Lite’ (Healthy drink and Biscuits), which holds the distinction for being the only drink to be endorsed by the Diabetes India and suitable for the diabetics. It was promoted heavily through all media with – “Zero Cholestrol, Zero Added Sugar’ campaign.
2009 – The Horlicks marketing strategy took a new direction when Women Horlicks was
Taller Sharper and Stronger “Horlicks Marketing Strategy”
Horlicks, a GlaxoSmithkilne Consumer Healthcare India Limited, owned drink, which caters to the nutritional needs of the Indian diet has been a popular brand in the Indian market since 1930s leading with a market share of over 50% in the Food Drink segment. Horlicks marketing strategy has been health oriented. This leading health food drink in India underwent a revamp in the year 2003 offers a ‘pleasurable nourishment’ with delicious variety in flavors like Vanilla, Tofee, Elaichi and Chocolate.
Marketing Strategy of Horlicks
Horlicks has been around for almost 125 years in market. Horlicks marketing strategy initially was as “The Great Family Nourisher”. After that the brand has launched new communication campaigns to match with their new products and changing times.
1992 – The Company launched a new segment – Horlicks Biscuit.
1995- The Company launched Junior Horlicks for Pre-School kids.
2003 – Harlicks marketing strategy as well as the brand went through a massive transformation from the taste to its flavor as well as its packaging. It positioned itself as ‘nourishing, yet so tasty’. The company even re-launched Junior Horlicks, with better packaging and more nutrients to develop internal resistance of 1-2-3 years old.
2005 – The brand tried to communicate with the kids and not just their mothers. It came up with the famous tagline – “Taller, Stronger and Sharper”. It tried to convey through its advertisements that children who consumed Horlicks were taller, stronger and sharper. It even launched another new variant ‘Horlicks Lite’ (Healthy drink and Biscuits), which holds the distinction for being the only drink to be endorsed by the Diabetes India and suitable for the diabetics. It was promoted heavily through all media with – “Zero Cholestrol, Zero Added Sugar’ campaign.
2009 – The Horlicks marketing strategy took a new direction when Women Horlicks was