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BRAND EXTENSION

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LEVERAGING THE BRAND EQUITY. By: DEBASISH DEY ROLL No. 107 MBA-II
HORLICKS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
POSITIONING & RE-POSITIONING OF HORLICKS ,[object Object],[object Object]
[object Object],[object Object],[object Object]
POSITIONING THE BRAND ,[object Object],[object Object],[object Object]
COMMUNICATING THE MESSAGE ,[object Object],[object Object],[object Object],[object Object],[object Object]
DELIVERING THE PERFORMANCE ,[object Object],[object Object],[object Object],[object Object]
LEVERAGING THE BRAND BRAND EXTENSION: JUNIOR HORLICKS BISCUIT NUTRIBAR HORLICKS CHILLED DOODH
SOMETHING ABOUT THE BRAND EXTENDED PRODUCTS BRAND LAUNCHED ON COMPETITOR GSKCH EXPECTATION Junior Horlicks Biscuit June 2009 Parle-G & Britannia Tiger Rs 50 Crore Sales Turnover Horlicks Nutribar March 2009 Mars Licker Rs 100-150 Crore of Revenue in 5 yrs Horlicks Chilled Doodh April 2009 Amul Kool & MAFCO Rs 50-100 Crore of Revenue in next 5 yrs
COMPETITION ,[object Object],BRAND MARKET SHARE 50% 17% 15%
WAR Of Ad: Vs The spot goes on with the Complan boy saying, Complan Boy: my health drink has 23 nutrients, how much does yours have? HORLICKS BOY: 23 nutrients and also something . COMPLAN BOY: Mine makes me 'Taller‘. HORLICKS BOY: mine makes me 'Taller, Stronger & Sharper‘. COMPLAN BOY: mine costs Rs.178. HORLICKS BOY: mine costs only Rs.124. COMPLAN BOY: Mummy, In this case we are higher right. Hearing this the mother makes a grimace kind of look & the Ad ends with a couple of people carrying a HORLICKS billboard with 3 tenets of Taller, Stronger & Sharper.
BRAND MANUFACT-URER TARGET BRAND EXTENSIO-N MARKET SHARE PRODUCT AVAILABI-LITY USP CLAIM GSKHC Children, women, pregnant women & elderly people Biscuit, Energy bar & Chilled Milk 50% >5lac retail outlets 23 essential nutrients "Children have become taller, stronger and sharper. The Horlicks challenge – now proven. HEINZ Growing children Biscuit & Muesli 17% >7lac retail outlets 23 essential nutrients with accurate proportion Grow faster with Complan CADBURY Children & Teenagers Bourneville Dark Chocolate 15% 4lac retail outlet Choco taste with the power of Calcium “ Real Achievers who have grown up on Bourn vita”.
THANK YOU!!!

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Horlicks

  • 1. LEVERAGING THE BRAND EQUITY. By: DEBASISH DEY ROLL No. 107 MBA-II
  • 2.
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  • 8. LEVERAGING THE BRAND BRAND EXTENSION: JUNIOR HORLICKS BISCUIT NUTRIBAR HORLICKS CHILLED DOODH
  • 9. SOMETHING ABOUT THE BRAND EXTENDED PRODUCTS BRAND LAUNCHED ON COMPETITOR GSKCH EXPECTATION Junior Horlicks Biscuit June 2009 Parle-G & Britannia Tiger Rs 50 Crore Sales Turnover Horlicks Nutribar March 2009 Mars Licker Rs 100-150 Crore of Revenue in 5 yrs Horlicks Chilled Doodh April 2009 Amul Kool & MAFCO Rs 50-100 Crore of Revenue in next 5 yrs
  • 10.
  • 11. WAR Of Ad: Vs The spot goes on with the Complan boy saying, Complan Boy: my health drink has 23 nutrients, how much does yours have? HORLICKS BOY: 23 nutrients and also something . COMPLAN BOY: Mine makes me 'Taller‘. HORLICKS BOY: mine makes me 'Taller, Stronger & Sharper‘. COMPLAN BOY: mine costs Rs.178. HORLICKS BOY: mine costs only Rs.124. COMPLAN BOY: Mummy, In this case we are higher right. Hearing this the mother makes a grimace kind of look & the Ad ends with a couple of people carrying a HORLICKS billboard with 3 tenets of Taller, Stronger & Sharper.
  • 12. BRAND MANUFACT-URER TARGET BRAND EXTENSIO-N MARKET SHARE PRODUCT AVAILABI-LITY USP CLAIM GSKHC Children, women, pregnant women & elderly people Biscuit, Energy bar & Chilled Milk 50% >5lac retail outlets 23 essential nutrients "Children have become taller, stronger and sharper. The Horlicks challenge – now proven. HEINZ Growing children Biscuit & Muesli 17% >7lac retail outlets 23 essential nutrients with accurate proportion Grow faster with Complan CADBURY Children & Teenagers Bourneville Dark Chocolate 15% 4lac retail outlet Choco taste with the power of Calcium “ Real Achievers who have grown up on Bourn vita”.