Horlicks has been a popular brand in India since the 1930s with over 50% market share in the food and drink segment. Horlicks' marketing strategy has historically focused on health, but in 2003 it began positioning itself as providing "pleasurable nourishment" and launched new flavors. Since then, Horlicks has regularly introduced new products like biscuits, launched variants targeted at different age groups, and developed new taglines emphasizing how Horlicks makes children taller, stronger, and sharper. Most recently, Horlicks has focused on communicating its improved formulation and highlighting the nutritional benefits it provides through various clinical studies.
Horlicks has been a popular brand in India since the 1930s with over 50% market share in the food and drink segment. Horlicks' marketing strategy has historically focused on health, but in 2003 it began positioning itself as providing "pleasurable nourishment" and launched new flavors. Since then, Horlicks has regularly introduced new products like biscuits, launched variants targeted at different age groups, and developed new taglines emphasizing how Horlicks makes children taller, stronger, and sharper. Most recently, Horlicks has focused on communicating its improved formulation and highlighting the nutritional benefits it provides through various clinical studies.
Horlicks has been a popular brand in India since the 1930s with over 50% market share in the food and drink segment. Horlicks' marketing strategy has historically focused on health, but in 2003 it began positioning itself as providing "pleasurable nourishment" and launched new flavors. Since then, Horlicks has regularly introduced new products like biscuits, launched variants targeted at different age groups, and developed new taglines emphasizing how Horlicks makes children taller, stronger, and sharper. Most recently, Horlicks has focused on communicating its improved formulation and highlighting the nutritional benefits it provides through various clinical studies.
Taller Sharper and Stronger Horlicks MARKETING Strategy
Horlicks, a GlaxoSmithkilne Consumer Healthcare India Limited, owned drink, whichcaters to the nutritional needs of the Indian diet has been a popular brand in the Indian market since 1930s leading with a market share of over 50% in the Food Drink segment. Horlicks MARKETING strategy has been health oriented. This leading health food drink in India underwent a revamp in the year 2003 ofers a pleasurable nourishment with delicious variety in favors like Vanilla, Tofee, Elaichi and Chocolate. Marketing Strategy of Horlicks Horlicks has been around for almost 125 years in market. Horlicks MARKETINGstrategy initially was as The Great Family Nourisher. After that the brand has launched new communication campaigns to match with their new products and changing times. 1992 The Company launched a new segment Horlicks Biscuit. 1995- The Company launched Junior Horlicks for Pre-School kids. 2003 Harlicks MARKETING strategy as well as the brand went through a massive transformation from the taste to its favor as well as its packaging. It positioned itself as nourishing, yet so tasty. The company even re-launched Junior Horlicks, with better packaging and more nutrients to develop internal resistance of 1-2-3 years old. 2005 The brand tried to communicate with the kids and not just their mothers. It came up with the famous tagline Taller, Stronger and Sharper. It tried to convey through its advertisements that children who consumed Horlicks were taller, stronger and sharper. It even launched another new variant Horlicks Lite (Healthy drink and Biscuits), which holds the distinction for being the only drink to be endorsed by the Diabetes India and suitable for the diabetics. It was promoted heavily through all media with Zero Cholestrol, Zero Added Sugar campaign. 2009 The Horlicks MARKETING strategy took a new direction when Women Horlicks was launched by the Company. Konkana Sen Sharma was chosen to endorse the brand as the face of the urban Indian woman balancing career and home combined with its tagline- Because your body needs you too captured the essence of the brand image with simplicity. 2010 With Horlicks Foodle, the brand entered in a new segment- Instant Noodles (the grain noodle with nine power nutrients). The tagline used to promote this is- The More Nourishing Noodles with a slogan(as shown in the TV advertisement) Ek baar khaoge toh sir se nahin nikaal paoge. 2012- Horlicks healthy biscuits- Nutribic was launched. But, the company got in trouble as Britannia fled a case against GlaxoSmithCline with allegations that the new product is a copy of their product Britannia NutriChoice. Horlicks even launched a new communication strategy for its brand by presenting itself as The New and Improved Horlicks with a mix of 15 vital nutrients. The Scientifcally Proven health drink which makes children Taller, stronger, sharper, highlights 5 signs of growth in children More Bone Area, More Muscles, Better Concentration, More Active Nutrients and Healthier Blood. This New Horlicks with improved formulation and packaging has been advertised throughout to communicate the value proposition of the brand.