Horlicks

HORLICKS
POSITIONING OF HORLICKS AGAINST COMPETITORS
Direct Horlicks Bournvita Boost Complan Pediasure

Competito
rs
Company GSK Cadbury GSK Heinz Abbott
Base Malt and Cocoa Malt and Cocoa Soy
cocoa Cocoa
Market 53 17 13 11 1
Share
POD Taller, Physical Energizer for Stronger Complete
Stronger and energy and daily sports bones and nutrition with
Sharper endurance muscles Fibre
Price Rs. 394 Rs. 380 Rs. 400 Rs. 464 Rs. 1050
MARKET SHARE OF HORLICKS
Market Share
Pediasure
Complan 1%
12%
Boost
14%
Horlicks
56%
Bournvita
18%
Why have the sales of Horlicks dropped
significantly ?
• Existence of Substitutes
• Demand for Ayurvedic Products
• Inability to Price Well
REPOSITIONING/ REVAMP
• Nourishment- communicate effectively to the public about the nutritional benefits of

each product
• Colour- eliminate blue
• Packaging- change the overall look of the product
• Shelf-presence- increase shelf presence
• Brand Image- The brand has been creating awareness about the health benefits of
drinking the cereals and milk-based Horlicks which help in creating immunity,
maintaining blood flow, healthy weight gain, and better concentration.
• Promotions Source-Physical health campaign And Mental nutrition campaigns
REPOSITIONING/ REVAMP
• The company has been broadening its product line and brand offerings in order to create
the large array of products under one brand name and through new product offering it is
increasing customer retention and repeat purchases.
• The Health & nutritional drinks market is innovating itself to increase its market share
and growth numbers through market penetration, and brand/ product extensions.
Horlicks can revamp their product portfolios by introducing Ayurvedic Products.
SEGMENTATION, TARGETING, POSITIONING OF
HORLICKS –
• Based on the nutritional requirement of the different age groups and
product usage such as that of malt beverage is for toddlers & pre-schoolers,
growing kids and for adults including mothers & women.
• Since the brand is present in different product categories like healthy

biscuits, noodles, nutritional drinks, and energy drinks, therefore, it uses
differentiated targeting strategy.
• The brand has been positioned as a healthy nutritional food for every life
stage and for consumers of every age.
SEGMENTATION
DEMOGRAPHIC SEGMENTATION-
Here the market is segmented on the basis of the age groups & income level
• Age: Junior Horlicks- for preschool children
Horlicks regular- for general use
Women's Horlicks-for pregnant and breast-feeding women
Horlicks Lite- for health-conscious adults and for diabetic people
Chocolate and other flavoured Horlicks- for teenagers.
• Income Level: Customers of Horlicks are middle-income group customers who

like to be healthy and therefore take healthy supplement drink which is filled with
a large number of vitamins and minerals.

SEGMENTATION
PSYCHOGRAPHIC SEGMENTATION-
• Health Conscious
• Recovery/ Energy Gain
BEHAVIORAL SEGMENTATION
• Growth oriented
• Sports
TARGETING
Once the firm has segmented the total market, it should select the target market segment or
segments for marketing. This is called targeting. This is an every day product. Target differs with
each variety of offering Consumer Insight Food drinks that are nutritious and available at
competitive pricing and easily available Customer need state. A milk additive that improves the
nutrition level and taste of the milk.
• Geographic dispersion Urban, suburban Family life cycle Full nest, single parents
• Social Stratification Upper class, lower upper class, upper middle class
• Age segments Infants (0-5), mothers (18-45)
• Income Average, above average (50 k to 100 k per month)
POSITIONING FOR HORLICKS
Positioning of a product or service is creating an image in the consumer's mind.
• Horlicks was initially introduced as both an additive and substitute to milk and positioned itself
as a nutritional supplement for the kids.
• In 2003, it positioned itself as a "pleasurable nourishment" by launching its vanilla, honey and
chocolate variants.
• It adopted a new positioning strategy via product packaging which now carries a logo, taller,
stronger, sharper.
• Junior Horlicks brand has positioned a product exclusively for children of the age group 1-3.
• Today, the brand talks to each member of the family. Its objective is to cater to the needs of all
the age groups.
• Women’s Horlicks differentiated the brand from the others by positioning it on a “bone health”
platform, which is a common health issue among older women. The positioning benefited the
brand’s performance.
PRODUCT DIFFERENTIATION
• Variety of Products- Horlicks provides a variety of products to its consumers. Horlicks

which includes products such as Horlicks, Horlicks Lite, Horlicks Oats.
For Toddlers: Junior Horlicks and Horlicks Growth+.
For Women: Women’s Horlicks and Mother’s Horlicks.
Plus+: Horlicks Cardia+ and Horlicks Protein+.
• Nutritional Value- Supplement nutrition
• Taste- Improves the taste of milk because of its availability in different flavours
PRODUCT DIFFERENTIATION
• Brand Mantra
• Trust worthy- Brand with long history
• Variety- 9 brand Extensions
• Availability – excellent distribution

Horlicks

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HORLICKS

POSITIONING OF HORLICKS AGAINST COMPETITORS

Direct Horlicks Bournvita Boost Complan Pediasure

• Nourishment- communicate effectively to the public about the nutritional benefits of

• Since the brand is present in different product categories like healthy

• Income Level: Customers of Horlicks are middle-income group customers who

Positioning of a product or service is creating an image in the consumer's mind.

• Variety of Products- Horlicks provides a variety of products to its consumers. Horlicks

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