Horlicks was locally manufactured in India only since , though it had been available via imports since the early s. Brands and products tend to age over the years if not nurtured properly. While the exact date of its India launch is not known, some of its commercials date back to the early s. It had made a bid for its first brand line-extension with biscuits in , but that hardly moved the needle for the company. All branding and communication spoke to different family members and how it meant different things to different people, while the new campaign spoke to children directly. Next to hit the market was Junior Horlicks , targeted at toddlers; and Junior Horlicks , targeted at pre-school children. This has been seen in strong brands such as Colgate, Nirma, Ponds and Lifebuoy.
Clearly, the strategy of attacking itself, in core Horlicks territory, before someone else does, has worked to keep it ahead. So, stretching the Horlicks brand may not be easy. Mumbai based firm leaks private data of social media influencers Honor 20 series launched: Product innovation, he maintains, is likely to remain a priority. Identi-fying, creating and fasttracking sub-segments have ensured that it has left no obvious gaps for other players to exploit. It also changed its positioning:
Nickleodeon Nina Elavia Jaipuria. This was the tipping point. Clearly, the strategy of attacking itself, in core Horlicks territory, before someone else does, has worked to keep it ahead. Drypen Drypen provides action-oriented intelligence for management professionals that’s smart, useful, crisp and just a click away. By then, the horlicms had speeded up its brand variant launches with Horlicks Lite inaimed at diabetics and Horlicks NutriBar in this launch did not work as planned.
It simultaneously invested in consumer research and aggressive brand strategy.
Women’s Horlicks scores big for GSK with Rs 100-crore sales
Horlicks and its variants account for almost half the HFD market by volume. You wpmens be logged in to post a comment. This is both its strength and its weakness,” says marketing consultant Sunil Alagh. Arun Hegde, Former MD, Wrigley India ‘Juxtaposition of the sublime and the ridiculous ‘ Horlicks offers a fascinating view of what to do and what not to do, when it comes to brand extensions.
For example, it has communicated Foodles as a healthy option despite a common perception of it being an unhealthy category. GSKCH thinks successes far consuner failures.
See Healthy As Ever. To target working women, the brand chose to drive the message home for Women Horlicks through Bollywood actress Konkana Sen Sharma. He inherited a company that had already accelerated into double-digit growth.
Horlicks: Making of a mega brand | PitchOnnet
Next to hit the market was Junior Horlickstargeted at toddlers; and Junior Horlickstargeted at pre-school children. It has also not been successful in finding ways to make Horlicks a more mainstream product in the north and west of the country. Full marks here definitely. But Horlicks has been steadily introducing line and brand extensions to keep itself relevant. However, in segments like noodles and snacking where taste is supreme, they will find it difficult to compete with the likes of Nestle and ITC,” says Alagh, the marketing consultant and former managing director of biscuit maker Britannia Industries.
What appeared to be a natural slot for the brand to slip into, actually followed heated debate within the company: On this front, the evolution of Horlicks is replete with ideas of dos and don’ts. So, stretching the Horlicks brand may not be easy. This led to its launch of the “5 Signs of Growth” positioning and campaign.
Stretching into categories in the immediate neighbourhood of the mother brand may be easier than stretching into distant ones: Questions about its future arise only due to its overwhelming dependence on Horlicks in its core areas.
This led to the “Taller, Stronger, Sharper” campaign. Horlicks was locally manufactured in India only sincethough it had been available via imports since the early s.
But stretching into categories in the immediate neighbourhood might be easier than stretching into distant ones. Now we are growing in our presence with various extensions and adjacents,” says Ahmed.
According to the Ace Equity database, Horlicks and its brand variants have helped the company accelerate its revenues and profits in the horlickz five years till December to The company then recognised that there was a specific need for toddlers in the one to three years age group and launched Junior Horlicks in Dr Prafulla Aginihotri, Director, IIM, Tiruchirappalli, and co-author with gso guru, Philip Kotler, feels that developing Horlicks as a mother brand, while has helped GSKCH maintain a leadership position in the health drink market, it has helped them make an easy entry into other categories too.
While the exact date of its India launch is not known, some of its commercials date back to the early s.
Conventional management wisdom will tell you to extract as much as you can from a brand and its variants but to derisk the owner from overdependence on the brand. In fact, one also sees a juxtaposition of the sublime and the ridiculous.