1. By: Amit Das

2. History
 1873: James Horlick & William
together they founded the company J
& W Horlicks
 1945: The U.S. company was
acquired by the British Horlicks
business
 1958: Hindustan Milkfood
Manufacturers Pvt. Ltd.
 1969: Horlicks acquired by the
Beecham Group.
 1989: Beecham Group became
SmithKline Beecham.
 2000: SmithKline Beecham
became GlaxoSmithKline

3. Facts
 Horlicks is almost a 137 year old
brand
 Horlicks was first invented to
substitute milk as baby food
 It has been contributing almost
close to 80% of net sales in the
GSKCH product portfolio
 The brand has been endorsed by
Amitabh Bachchan on the
radio(1960-70), Moon Moon Sen,
Vishwanathan Anand.
 Biggest market is India
 More than 1 millions packs is sold
per day
 6th most trusted brand in India
(AC Nelson)

4. Positioning & Re-positioning Of
Horlicks
 It was initially introduced both
a substitute & an additive to
milk and it was initially
positioned itself as “food for
convalescing” & a nutrient
supplement for kids only.
 From a boring nutritional drink,
GSK positioned Horlicks as
`pleasurable nourishment', by
launching
Elaichi, Chocolate, Honey
Buzz, Vanilla
 It introduced other variants like
–

5. Advertising Strategies
 Organized nationwide events like-
Wiz kids & Dream Team.
 Epang Opang Japang: highlighted
the benefits of the brand and helped
the brand to differentiate strongly
from the competition
 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
 Horlicks Exam Toppers- Horlicks
brings a topper home, to every child.

6. Marketing Strategies (4Ps)
 Product
Jr. Horlicks, Women’s Horlicks, Mother Horlicks &
Horlicks Lite.
 Place
1800 wholesalers and direct coverage of over
4,00,000 retail outlets
South and Eastern markets which contributes about
46 per cent and 47 per cent of the total sales
 Price
Rs. 90/200gm & Rs. 170/500gm
Less than competitor
 Promotion

7. Promotional Strategies
 GSKCH is promoting the product both through traditional print
and TV media
 GSKCH also introduced a Doctor Engagement Program
wherein the company reaches out to physicians, dieticians and
nutritionists to educate them about the product.
 For catering to the rural segment they introduced another
variant that is the Asha from Horlicks is priced at Rs 85/500g
pouch & Rs 50/200g.
 Horlicks has launched a fun and informative website
(www.myhorlicks.com) for kids (6-16) and mothers
 The latest campaign of Lite aims at the lady in the house and
reminds her to keep her husband active with Horlicks lite.
 Horlicks has tied up with IPC magazines to offer free magazine
 The brand also takes the medical platform by labeling the
product as "Clinically Proven ".
 Philanthropic activity: Aahar abhiyan

8. Brand Extension

9. FMCG Sector in India

10. Market Share & Valuation

11. What Does GSKCH’s past say?

12. GSKCH Performance
 From 2002 to 2005 the company witnessed poor growth
registering low or negative growth rates.
 Q2 2008 sales soar up 19.3%
 GSKCH has also performed well over the last 5 years
 Its Net Sales and EPS have clocked impressive 5 yr
CAGR’s of 17.44% and 27.97%.
 11.5% sales growth, 2009

13.  Net sales of Rs. 720 corers over 2010
 Impressive sales growth of 18% over 2010
 Q4 2010 sales up 21% ad profits up by 58%
 Q2 2011 sales up 22% ad profits up by 15%
 17.85 per cent rise in net profit at Rs 69.65 crore for the
fourth quarter ended December 31, 2012.
 16 per cent increase in sales in the quarter ended March 31,
2013.
 Glaxosmithkline Consumer spurts on reporting 19% rise in
Q1FY13 net profit
 March 31, 2013, the total income from operations (net) was
Rs 975.38 crore against Rs 836.41 crore during the same
period in the previous financial year.

14. Successful & Failed
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15. Bibliography
 http://www.gsk-ch.in/History.aspx
 http://stockshastra.moneyworks4me.com/company-shastra-
24/
 http://www.docstoc.com/docs/68802297/Brand-Equity-
Horlicks
 http://www.thehindubusinessline.com/companies/gsk-
consumer-healthcare-net-profit-up-20/article4673839.ece
 http://www.fullertonsecurities.co.in/equity/markets/rsch_report
s/1_0_09062012Fullerton%20Glaxo%20CHL%2008%20June
%202012.pdf
 http://businesstoday.intoday.in/story/67percent-market-share-
but-still-insecure/1/4453.html
 http://www.powerfulwords.co.uk/sample-
assignments/marketing/horlicks-promotions-
management.php