Horlicks
Marketing strategy of Horlicks:
Horlicks is a health drink brand existing in Southeast Asia since decades. Horlicks holds 50% market share of milk beverage market of India that is around 2300 crore (source: The Nielsen Company). Glaxo Smith Kline Consumer Healthcare is a proud owner of such a strong brand. The brand has created such a great entry barrier that other big players like Nestle and Dabur have got a hit. Nestlé has stopped making Milo and new entrant Dabur has decided to stay clear of Horlicks and pitch its Chyawan Junior against GSK Consumer Healthcare’s other beverage brand, Boost.
One of the important reasons of Horlicks domination since years is because of constant innovation not in terms of product only but also marketing. GSK Consumer Healthcare has decided to use the brand to get into new categories. In the last few months, it has launched biscuits for children, a nutrition drink for women, an energy bar and chilled milk.
The crazy thing is that Nestle and Dabur fell into the trap of Horlicks. It is GSK who dictates terms, all these new categories always existed in the market and GSK identified the market gap and filled it with its new product line. GSK is fully utilizing the strong brand equity of Horlicks to promote its new products and now Horlicks is India’s 6th trusted brand.
When marketers see saturation in the market, they have either two choices one expand the market second increase the usage of its existing products. As of now Horlicks is banking on the first strategy and that is very obvious Young kids would like to continue with Horlicks when they grow older. As increasing the usage is very difficult. Again, five years ago, GSK Consumer Healthcare had reached out to pregnant and lactating mothers with Mother’s Horlicks; last year it came up with Women’s Horlicks catering for women across age groups.
There’s Horlicks Lite for the elderly who often have a sugar problem and for the youth there is Horlicks Nutribar
With
Horlicks is a health drink brand existing in Southeast Asia since decades. Horlicks holds 50% market share of milk beverage market of India that is around 2300 crore (source: The Nielsen Company). Glaxo Smith Kline Consumer Healthcare is a proud owner of such a strong brand. The brand has created such a great entry barrier that other big players like Nestle and Dabur have got a hit. Nestlé has stopped making Milo and new entrant Dabur has decided to stay clear of Horlicks and pitch its Chyawan Junior against GSK Consumer Healthcare’s other beverage brand, Boost.
One of the important reasons of Horlicks domination since years is because of constant innovation not in terms of product only but also marketing. GSK Consumer Healthcare has decided to use the brand to get into new categories. In the last few months, it has launched biscuits for children, a nutrition drink for women, an energy bar and chilled milk.
The crazy thing is that Nestle and Dabur fell into the trap of Horlicks. It is GSK who dictates terms, all these new categories always existed in the market and GSK identified the market gap and filled it with its new product line. GSK is fully utilizing the strong brand equity of Horlicks to promote its new products and now Horlicks is India’s 6th trusted brand.
When marketers see saturation in the market, they have either two choices one expand the market second increase the usage of its existing products. As of now Horlicks is banking on the first strategy and that is very obvious Young kids would like to continue with Horlicks when they grow older. As increasing the usage is very difficult. Again, five years ago, GSK Consumer Healthcare had reached out to pregnant and lactating mothers with Mother’s Horlicks; last year it came up with Women’s Horlicks catering for women across age groups.
There’s Horlicks Lite for the elderly who often have a sugar problem and for the youth there is Horlicks Nutribar
With