Horlicks – Company overview
Horlicks is a popular brand in the health drinks and was invented by James Horlicks and his brother William Horlicks in 1873. It is now manufactured by GlaxoSmithKline in the United Kingdom, South Africa, New Zealand, Bangladesh, Pakistan, India, and Jamaica. It came in India during the end of World War I. It is traditionally marketed as the Great Family Nourisher in India. India is the largest market for Horlicks. In 2003, the brand underwent a revamp which led to the introduction of new flavours such as vanilla, toffee, chocolate, honey, and elaichi (cardamom). Further in 2009-2010 they have diversified from health drink to malt drink, instant noodles, confectionary, biscuits and breakfast cereals. In 2010 Horlicks accounted for 85% of the Rs 23.06 million revenue of GlaxoSmithKline in India and is currently the most widely consumer packaged beverage in India after bottled …show more content…
Some of them are explained below:
Consumer associates Horlicks with the healthy and nutritive drink. They entered into the market of biscuits, noodles and flavoured milk where the demand and expectation of the consumer is taste over health, and hence they could not associate Horlick with these segments. As explained in the article of Customer based brand equity there are 4 levels to create a successful brand- Brand identity, Brand meaning, Brand responses and Brand relationships. Horlicks is already identified with the health and it is very difficult to change the consumer perception.
Secondly, as cited in the article Lack of health link blamed as GSK cans 4 products in new food category, the new launches under Horlicks, such as flavoured milk and cereal bars, were selling as indulgence and were impulse purchases. That's a mismatch with Horlicks' core equity, which is based on a scientific formula and is not an impulse
Horlicks is a popular brand in the health drinks and was invented by James Horlicks and his brother William Horlicks in 1873. It is now manufactured by GlaxoSmithKline in the United Kingdom, South Africa, New Zealand, Bangladesh, Pakistan, India, and Jamaica. It came in India during the end of World War I. It is traditionally marketed as the Great Family Nourisher in India. India is the largest market for Horlicks. In 2003, the brand underwent a revamp which led to the introduction of new flavours such as vanilla, toffee, chocolate, honey, and elaichi (cardamom). Further in 2009-2010 they have diversified from health drink to malt drink, instant noodles, confectionary, biscuits and breakfast cereals. In 2010 Horlicks accounted for 85% of the Rs 23.06 million revenue of GlaxoSmithKline in India and is currently the most widely consumer packaged beverage in India after bottled …show more content…
Some of them are explained below:
Consumer associates Horlicks with the healthy and nutritive drink. They entered into the market of biscuits, noodles and flavoured milk where the demand and expectation of the consumer is taste over health, and hence they could not associate Horlick with these segments. As explained in the article of Customer based brand equity there are 4 levels to create a successful brand- Brand identity, Brand meaning, Brand responses and Brand relationships. Horlicks is already identified with the health and it is very difficult to change the consumer perception.
Secondly, as cited in the article Lack of health link blamed as GSK cans 4 products in new food category, the new launches under Horlicks, such as flavoured milk and cereal bars, were selling as indulgence and were impulse purchases. That's a mismatch with Horlicks' core equity, which is based on a scientific formula and is not an impulse