2. History
1873: James Horlick & William
together they founded the company J
& W Horlicks
1945: The U.S. company was
acquired by the British Horlicks
business
1958: Hindustan Milkfood
Manufacturers Pvt. Ltd.
1969: Horlicks acquired by the
Beecham Group.
1989: Beecham Group became
SmithKline Beecham.
2000: SmithKline Beecham
became GlaxoSmithKline
3. Facts
Horlicks is almost a 137 year old
brand
Horlicks was first invented to
substitute milk as baby food
It has been contributing almost
close to 80% of net sales in the
GSKCH product portfolio
The brand has been endorsed by
Amitabh Bachchan on the
radio(1960-70), Moon Moon Sen,
Vishwanathan Anand.
Biggest market is India
More than 1 millions packs is sold
per day
6th most trusted brand in India
(AC Nelson)
4. Positioning & Re-positioning Of
Horlicks
It was initially introduced both
a substitute & an additive to
milk and it was initially
positioned itself as “food for
convalescing” & a nutrient
supplement for kids only.
From a boring nutritional drink,
GSK positioned Horlicks as
`pleasurable nourishment', by
launching
Elaichi, Chocolate, Honey
Buzz, Vanilla
It introduced other variants like
–
5. Advertising Strategies
Organized nationwide events like-
Wiz kids & Dream Team.
Epang Opang Japang: highlighted
the benefits of the brand and helped
the brand to differentiate strongly
from the competition
CAMPAIGN: “ Badlo Apne Bachpan
Ka Size ” takes the thought to the
next level by communicating how
Horlicks enables kids to have a
bigger, better, childhood while
growing Taller, Stronger, Sharper
Horlicks Exam Toppers- Horlicks
brings a topper home, to every child.
6. Marketing Strategies (4Ps)
Product
Jr. Horlicks, Women’s Horlicks, Mother Horlicks &
Horlicks Lite.
Place
1800 wholesalers and direct coverage of over
4,00,000 retail outlets
South and Eastern markets which contributes about
46 per cent and 47 per cent of the total sales
Price
Rs. 90/200gm & Rs. 170/500gm
Less than competitor
Promotion
7. Promotional Strategies
GSKCH is promoting the product both through traditional print
and TV media
GSKCH also introduced a Doctor Engagement Program
wherein the company reaches out to physicians, dieticians and
nutritionists to educate them about the product.
For catering to the rural segment they introduced another
variant that is the Asha from Horlicks is priced at Rs 85/500g
pouch & Rs 50/200g.
Horlicks has launched a fun and informative website
(www.myhorlicks.com) for kids (6-16) and mothers
The latest campaign of Lite aims at the lady in the house and
reminds her to keep her husband active with Horlicks lite.
Horlicks has tied up with IPC magazines to offer free magazine
The brand also takes the medical platform by labeling the
product as "Clinically Proven ".
Philanthropic activity: Aahar abhiyan
12. GSKCH Performance
From 2002 to 2005 the company witnessed poor growth
registering low or negative growth rates.
Q2 2008 sales soar up 19.3%
GSKCH has also performed well over the last 5 years
Its Net Sales and EPS have clocked impressive 5 yr
CAGR’s of 17.44% and 27.97%.
11.5% sales growth, 2009
13. Net sales of Rs. 720 corers over 2010
Impressive sales growth of 18% over 2010
Q4 2010 sales up 21% ad profits up by 58%
Q2 2011 sales up 22% ad profits up by 15%
17.85 per cent rise in net profit at Rs 69.65 crore for the
fourth quarter ended December 31, 2012.
16 per cent increase in sales in the quarter ended March 31,
2013.
Glaxosmithkline Consumer spurts on reporting 19% rise in
Q1FY13 net profit
March 31, 2013, the total income from operations (net) was
Rs 975.38 crore against Rs 836.41 crore during the same
period in the previous financial year.
