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PRESENTATION
 Group - PIONEER
1. Md. Ekram Ahmed 13143101153

2. Tanmoy Sarker 13143101149

3. Md. Mehedi Hasan 13143101152

4. Dewan Tasif Newaz 13143101146

5. Md. Ismaile Hussen 13143101372

 Presentation On
Marketing Planning of
 INTRODUCTION
Name of a company and of a malted milk hot
drink.
Invented in 1873 by James Horlicks.
Manufactured by GlaxoSmithKline (GSK).
Came to India with British Army end of World War
I.
Available in India for 70 years.
 DESCRIPTION
SEGMENTATION

Horlicks (general) Horlicks Chocolate Junior Horlicks Horlicks Light Mothers Horlicks
Price: 395tk/450gm Price: 395tk/400gm Price: 420tk/400gm Price: 650tk/500gm Price: 425tk/400gm
 DESCRIPTION (CONTD)
MARKET POSITION:
Horlicks is now at the TOP of the
market among the other
competitors like Complan, Boost,
Bournvita, etc.
TARKET MARKET:
Primarily targets child whose
ages are 5-10. But, recently it
targets teenage groups.
COMPETITORS
MAJOR COMPETITORS:

COMPLAN: BOOST: BOURNVITA:

Launched in 1954 Launched in 1975 Launched in 1949
DISTRIBUTION
1. Advertised through 'Taller, Stronger, Sharper' campaign.
2. Manufactured by GlaxoSmithKline (GSK).
3. Distributed by Mutual Group.
 SWOT ANALYSIS
STRENGTHS: WEAKNESSES:
1. Big brand visibility 1. High investment in technology
and advertisement.
2. Good advertising
2. Food products have a limited
3. Long term association with shelf life
markets.
4. Over 140 years of history
 SWOT ANALYSIS (CONTD)
OPPORTUNITIES:
1. Untapped rural markets
2. Better product packaging and
preservation
3. Growth of Indian economy
THREATS:
1. Competitors with lower
price offerings
2. Increase in cost of raw
materials
3. Entry of new domestic and
international brand
 MARKETING STRATEGY
PRODUCT STRATEGY: PRICING STRATEGY:
1. The relaunch to focus on children 1. Selecting the Pricing
Objective
2. Now available in Regular, Chocolate,
2. Determining Demand
Creamy Vanilla and Honey Buzz
3. Estimating Costs
3. Varieties in a new package 4. Analyzing Competitor Cost
5. Selecting a Pricing Method
6. Final Pricing
 MARKETING STRATEGY (CONTD)
PLACE STRATEGY: PROMOTION STRATEGY:
1. Has a strong marketing network 1. Invested Rs 10 crore for brand
in India promotion in 2003
2. Comprising over 1800 2. Invested Rs 350 crore for
wholesalers advertising in 2010
3. Direct coverage of over 4,00,000 3. Inter-school competition called
retail outlets 'Activity 2003'
 OBJECTIVES AND ISSUES
MARKETING OBJECTIVES: UNIQUENESS:
1. 1st Year: Unit sales volume of 2, 1. No other product has as more
00,000. flavor or item as Horlicks.
2. Its marketing strategy makes it
2. 2nd Year: To sell a combined total
of one million units. really unique.
3. To achieve break-even early in
this period.
OBJECTIVES AND ISSUES (CONTD)
POSITIONING STRATEGY:
1. Positioned as 'pleasurable nourishment' by launching vanilla, chocolate and
honey variants.
2. Now Proven - Taller, Stronger, Sharper.
3. Junior Horlicks for children between the ages of 2-5.
4. Horlicks Lite for the elderly.
5. Women's Horlicks and Mother Horlicks for women consumers.
6. Packaging of products was designed according to the target consumers.
BUDGET AND FORECASTING
BREAK-EVEN ANALYSIS: SALES FORECAST:
Horlicks has earned tk. 5,00,000 by selling
60,000 unit a month.

EXPENSE FORECAST:
The total expense of production is tk.
3,50,000.

PROFIT FORECAST:
Profit = Revenue - Expense = 5, 00,000 - 3,
50,000 = 1, 50,000 tk.
 FINDINGS AND RECOMMENDATIONS
Need to take better market research
policy.
Company should develop their
marketing policy.
The price of products should minimize.
Develop consumer level promotional
strategy.
Try to develop strategy more
public oriented.
Develop the consumer relation.
Delivery system should be faster.
Need more TV advertisement.