HORLICKS : It’s Repositioning

Strategies
 Horlicks
• Popular brand in Health drinks category
• Invented by James Horlicks and his brother William
Horlicks in 1873.
• In 1969, the Horlicks brand was sold by British
Horlicks Business to the Beecham Group (which
became the SmithKline Beecham Consumer Health
Care Company in 1981
• In December 2000, SmithKline Beecham Consumer
Health Care Company merged with Glaxo to form
GlaxoSmithKline Beecham (GSK).
 Concepts
Positioning
• An art of creating a distinct image for a
product in the minds of consumer

Repositioning
• Is changing position of brand
 Brand Repositioning
• Can be done by :
 Increasing importance to consumers
 Increasing occasions for use

 1960
• Drink for elderly and sick helping in quick
recovery

Drawback : created a strong feeling and

positioning in the minds of consumers that the
drink was meant only for the sick and the old
 1970
• Repositioned as “Great Nourisher”

Positive : Increased Sales

Negative :
 2002
• Repositioned as “ Drink that could build
resistance”
• Launched “ Junior Horlicks”

Reason : Immunity level of children is major

concern for mothers
 2003
• Re launched “Junior Horlicks” as
would help in the development of children's
brains and nervous systems
• Backed by new ad campaign
• Sucheta Govil, General Manager of
Nutritional Health Care, stated, "New Junior
Horlicks is specially formulated with extra
nutrients that help build the internal
resistance of 1-2-3 year olds and thus helps
them in their natural and uninterrupted
growth.”
 2003
• Re launch the brand completely
 Introduction of new flavors – Vanilla , chocolate
and honey
 Targeted children below 14 years of age
 Packaging was done in bright blue and orange
colour
 The new version of Horlicks was promoted
through the 'Pran chonchol" campaign, which
brought about a tremendous change
• Reason : In a research conducted by the
company, it was found out that children had a
strong dislike for Horlicks due to its old-
fashioned image
 2004
• Launched “Horlicks Lite”

Aimed at the health conscious young female

consumer segment
Low Fat Drink
Rich in vitamins, protein, and calcium
• Supported by an extensive promotional
campaign including print, point-of-sale, in-
store displays, product sampling, and coupons
• In June 2004, the company launched a health
drink for pregnant and lactating mothers
under the brand name Mother's Horlicks.
 Learnings
• Careful about whom to position
• Timely Repositioning is necessary
• Tried to change as per changing preferance of
people
 Recommendations
• Go Rural
• Promotional activities for children
• Sponsor some sports competition
• Use better advertisement
 Better tag line
 Better brand ambassador
• Keep innovating
Thank You