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A PROJECT ON HORLICKS

BY: -TREVEDI. RIDDHI. R. ROLL NO:- 44 S.Y. B.M.S. SEMISTER III

PROF:- AMISHA MISS

CONTENTS

INTRODUCTION MARKETING OF HORLICKS BRAND MANAGEMENT OF HORLICKS TRENDS OF HORLICKS NEW CONSUMER TREND MR & MIS CONSUMER BEHAVIOR TOWARDS HORLICKS MARKET SEGMENTATION INTEGRATED MARKET COMMUNICATION BIBLOGRAPHY

INTRODUCTION TO HORLICKS

At a press meet in India in 2005, to launch the "taller, stronger, sharper" campaign, the hollowness of the campaign came to the fore. The children were divided into two groups with one being served Horlicks every day and the other with different beverage. At the end of the study, he claimed, the children who drank Horlicks were taller, stronger and sharper than the non-Horlicks drinkers. Even in terms of visual representation on the new Horlicks pack, the logo `Now proven- taller, stronger, sharper' is displayed, but the label was silent on the name of the agency that conducted the study.

MARKETING OF HORLICKS

Horlick's home, London, made quite a business out of competing for American business by regulating its financial firms much more laxly than their American counterparts. The current 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. The TVC will be supported by on radio, on ground activation, trade visibility and online activation.

BRAND MANAGEMENT OF HORLICKS

The paper aims at developing insight about whether consumer promotion schemes are helpful in building brand equity or not. advertising, there are other consumer promotional schemes that help companies to develop brand equity and help in building consumer loyalty and avoids consumer switching from one brand to other. The data collected for the research is basically secondary data gathered from websites, books and journals on marketing

TRENDS OF HORLICKS GlaxoSmithKline Consumer Healthcare on Horlicks'

Walk in to any small eatery in the southern and eastern parts of the country and you will find it hard to miss the bottle of Horlicks at the cash counter. The idea is to address all age groups. Theres Horlicks Lite for the elderly who often have a sugar problem and for the youth we have Horlicks Nutribar which we launched in February this year, says Ahmed.

NEW CONSUMER TREND & MR & MIS

Glaxo SmithKline (GSK) has relaunched its Horlicks brand in three new flavours on the Indian market, according to reports in the Indian press. The re-launch also includes a new look for the brand targeting its core consumer, children up to 14 years old A television advertising campaign will promote the new vanilla, honey and chocolate flavours to Indian kids, and will be accompanied by print ads and hoardings. Our products re-define brand communication through a completely customized & disciplined approach, and which will help companies to take full control of their brand.

CONSUMER BEHAVIOR TOWARDS HORLICKS

It elaborates on the efforts of Glaxo SmithKline Consumer Healthcare Ltd (GSK), to reposition and stem the decline in sales of its flagship brand Horlicks The caselet describes the consumer research study conducted by GSK and the subsequent advertising campaigns launched to target the kids. The caselet also examines the earlier failed attempts of the company to position the brand successfully.

MARKET SEGMENTATION
Why Horlicks is the No.1 brand in India?

Walk in to any small eatery in the southern and eastern parts of the country and you will find it hard to miss the bottle of Horlicks at the cash counter. Horlicks is not a young brand - it has been around for decades. Nestle has stopped making Milo and new entrant Dabur India has decided to stay clear of Horlicks and pitch its Chyawan Junior against GSK Consumer Healthcare's other beverage brand, Boost

INTEGRATED MARKET COMMUNICATION

The FMCG and Retail Marketing Cut-outs from articles, Discussions, Analysis, Insights on various topics and events in Marketing Premier Marketing to share findings while improving our own knowledge base. Firms who really on personal selling for their marketing success will survive and prosper to the extent they adjust their selling practices to fit the contingencies and market environment they face.

Analysis and Critique

As a companys sales force advances through these stages of evolution, it also seems clear that the terms personal selling and salesperson are more and more unrepresentative When we look at the various stages in personal selling, it is sometimes seen that companies practice the same according to the type of situation that arises with prospective customers. Hence practicing concrete transition between stages will not work all the time. Each type of business requires a different kind mix between stages of personal selling.

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