about horlicks

8/11/2019 About Horlicks

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LETTER OF TRANSMITTAL

13th

April, 2014

Ms. Afsana Akhtar

Assistant Professor,

BRAC Business School,

BRAC University,

66 Mohakhali, Dhaka

Subject: Final term paper submission

Dear Madam,

With due respect, we have the pleasure to submit Final term paper on Consumers

Behavior in Health Food Drink Product Category (Horlicks) to have real life experience how

a product runs through effective marketing and how the consumers make the decisions. It has

been a worthwhile experiencefor us undertaking such a report work to get exposure to the real

life of an organization. We have tried our best to complete all the requirements.

In our term paper, we have tried to reflect all the marketing strategies of Horlicks and the

decision making process by the consumers in terms of purchasing Horlicks, Bangladesh. We

have used both primary and secondary data and have tried to prepare the

according to yourinstructions. We also confess that this report has some limitations as well because we got

limited resources. Therefore we hope that you will be kind enough to consider the limitations

of thisterm paper.

We would like to thank you for your encouragement and support which inspired us to work

enthusiastically. It would be our pleasure to respond to any of your inquiry regarding the term

paper. We hope you will find this term paper satisfactory.

Sincerely yours,

Arijit Podder Pulak

On behalf of the group


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Acknowledgement

ur work in preparing the term paper onConsumers Behavior in Health Food Drink

Product Category (Horlicks) is a great experience for us in light of the course Consumer

Behavior (Mkt421). All members in our group are sincere and co -operative for preparing this

project. As we strongly believe that an experience like this will surely help us to have a clear

concept about decision making process by the consumers, its terms and conditions. All the praise

belongs to Almighty, the all knower & best of the helpers to make our report a practical one by

providing us the mental & physical fitness in course of preparation of the report. Our next honest

& heartiest gratitude goes toour honorable course instructor, Ms. Afsana Akhtar for her sincere

and utmost guidance to prepare this report & to gather huge practical and realistic knowledge, to

make us understand the topics, terms & make us familiar with this course.


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Executive Summary

The main aim of Horlicks is to maintain a better quality and nutritious malted milk hot drink

for people who are fond of it. In Bangladesh, They are targeting the kids, teenagers, women and oldies

from all cities and towns. They have good quality drinks with various flavors and attractive packages to

attract their target customers. They are always tried to give their best effort for their product to fulfill

consumers need and want. Horlicks try to get consumer satisfaction by their commitment like giving best

quality product for consumer in a low cost. They are priorities to make good produce for their consumer,

make proper advertisement for their product, proper way to launch this product and make sure that

consumer will be happy. They expect that proper and timely marketing strategies will create a long time

customer satisfaction and relationship between Horlicks and consumers.

The project assigned to us was to study the Consumer behavior of individuals. We chose

the product Horlicks and the consumers\purchasers of Horlicks to learn about their perceptions

or behaviors. We made a questionnaire consisted of 15 questions and surveyed it over 10

mothers. Our main goal was to find their satisfaction about these things and also to find out their

dissatisfaction about some issues.


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Product History

In 1873 James Horlick, a pharmacist with his brother William established a company J &

W Horlicks in Chicago, USA to manufacture a malted milk drink, which claimed to promote

sleep. In 1883 they got patent for this product. Horlicks was thus the first invented to substitute

milk baby food. In 1890 the product was imported to the United Kingdom and later a factory was

established in slough, Berkshire, England. Horlicks became popular during the world wars 1 and

2. The drink became popular at home and the battle front. In world war two, Horlicks tablets

were sold as a candy, used as an energy booster by US, UK and other soldiers.

Coming to Bangladesh, Today Horlicks is the best known brand in the Health Food Drink

category in the country. The brand enjoys the trust of generations of Bangladeshi mothers and

this relationship has been nurtured by the brand by fortifying the product from time to time. In

1998, Horlicks was fortified with Smart Nutrients - A unique combination of vitamins and

minerals- intended to imbibe growing children with mental agility and physical fitness. Today,

Horlicks is the only health drink, clinically proven to make kids taller, stronger and sharper. A

premier research institute of India conducted a 14 month research on Horlicks in a reputed

boarding school in Hyderabad. In the research, one group of children was given an ordinary

health food drink without the Horlicks micronutrients (or vitamins and minerals) while the other

group was given Horlicks. Many tests and 14 months later, it was concluded that the children

who consumed Horlicks showed significant improvements in height, muscle mass, bone health

and attention/concentration scores as compared to the children who consumed the ordinary

health food drink without the Horlicks micronutrients (or vitamins and minerals).

Product Profile

Horlicks is made from wheat, milk and malted barley. Horlicks is widely known as an

easy to prepare malted food drink. It is fortified with iron and eight essential vitamins with twiceas much calcium as fresh milk. Horlicks is still the world's most widely consumed malted milk

product. For over 50 years, generations after generations of children wakeup to a mug of

Horlicks prepared by mothers in their own special way, yet providing the same nourishing

goodness unrivaled by any competitive products. Horlicks can be enjoyed in over 15 countries

worldwide. Malaysians are the third largest consumers of the brand, after India and the United


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Kingdom. It is the number one brand for Glaxo SmithKline (GSK). Bangladesh is in the 8th

position. The enormous success of the Horlicks brand has been reflected in the ever rising sales

graph for the product. With a brand share of over 60% in the health food drink market, Horlicks

remains the number one health food drink in India. Its success is due to a mixture of factors. A

strong brand heritage, its commitment to quality and its understanding of consumer needs.

WHY HORLICKS? KEY NUTRITIONAL FACTS

Horlicks is a nourishing malted food drink which combines the wholesome goodness of

malted barley, wheat and dairy ingredients. The malting of barley through the natural process of

germination releases enzymes. These enzymes break down complex carbohydrates to

simple sugars that are easily assimilated by the body, making Horlicks easily digestible.

Horlicks drinks provide a modicum of vitamins A, C, D, B12, plus calcium, iron, thiamin,

riboflavin, niacin, folate, and dietary fiber

Horlicks Malted Barley, Malt extract, Wheat flour, Milk solids, Sugar,

Minerals, Vitamins, Color (Annatto)

Chocolate Horlicks Sugar, Wheat flour, Malted Barley, Milk solids, Coca powder,

Minerals, Vitamins, Protein Isolate

Junior Horlicks Milk solids, Wheat flour, Malted barley, Sugar, Malt extract,

Minerals and Vitamins

Mother Horlicks Milk Solids, Malt Extract, Wheat flour, Malted Barley, Minerals,

Caramel, Coco-powder, Vitamins & Honey

Horlicks Lite Wheat flour, Malted Barley, Milk Solids, Maltodextrin, Edible

Fibres, Gum Acacia, Soy Fiber, Guar Gum, Fruit powder, Protein

Isolate, Minerals, Acidity Regulator (Potassium Bi Carbonate),

Vitamins, Salt, Color (Annatto), Sweetener (Acesulfame K)


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Types of Horlicks

Types of Product

Convenience Product: Convenience Products are those products, consumer buy or use daily

basis. Before purchasing these products consumers doesnt think too much. Therefore in case of

Horlicks, we can say it is a convenience product.

Major Players and their market Share

Cadbury Bournvita

Complan

Boost

Horlicks

Nestle Milo

10%

20%

5%

60%

5%

Market Share

Cadbury Bournvita

Complan

Boost

Horlicks

Nestle Milo


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Target Customers

Earlier Horlicks believed, white drinks are for the entire family in contrast to the maltova,

whose prime target audience is children. This is probably because bournvitawhose growth rate

is faster than the maltovahave the added advantage of being perceived as food which enhances

the healthy image of those who are recovering. But gradually they realized that they have to

focus on one segment of market that is children. Horlicks is now positioned as a pleasurable

nourishment drink aimed at children between the age group of 8 -14. Nowadays children have

tremendous influence on the things purchased for the family and therefore we want children to

prefer Horlicks as a pleasurable nourishment drink. While all the action will be in the general

Horlicks segment, the focus of Junior Horlicks (target segment: kids between one and three) will

continue to remain the same. Parents are often anxious about the quality and the nutrient

ingredient of the perishables. GlaxoSmithKline also arrange awareness program for the

guardians to ensure them malted drinks their kids eat is not bad for their health. The secondary

business target is the teenagers who would like to have a taste of their childhood and have a

change of taste from their everyday nourishment as a result they bring different colors and

flavors horlicks for teens.

MARKETING STRATEGIES

Marketing strategy is an integral part of business strategy, no matter what source of

competitive advantage a firm chooses to pursue. It involves focusing explicitly on the quest

for long run competitive and Consumer advantage .Changing definitions of market segments,

changing definitions of industries/new sources of competition responding to all of which, is

clearly the role of marketing strategy. The Consumer Healthcare business relies on the

development of highquality branded products with good consumer acceptance, supported

by advertising and brand promotion, line extensions, new formulations and packaging

innovations. Glaxo SmithKlines ability to compete effectively is dependent on its skills indeveloping new scientifically supported products and line extensions with performance superior

to those of its competitors, backed up by compelling advertising. The marketing strategy of

GSKCH formulation enhancement, re-launches, product repositioning, up gradation in packaging

and consumer education through advertising following:


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MARKET SEGMENTATION:

Bangladesh market for malted milk powders is very not large, since the product is not widely

used as a nutrition and energy supplement by a large number of adults and children. Three major

players exist in this product-market: Cadbury with its brand Bournvita, Glaxo Smithkline

Beecham with its brand Horlicks and Heinz; with its brand Complan. Historically, market

segmentation was done on the basis of milk availability, milk-surplus markets and milk-

short markets. Brown powders (containing cocoa) and needing to be mixed with liquid milk were

targeted at milk-surplus markets while white powders, containing a much higher proportion of

milk powder, which could be mixed with just water were targeted a milk-short markets. Over the

years, the divide between milk-short and milk-surplus markets was beginning to blur due to

operation flood solving of the problem of milk shortage in the milk deficit regions and the

product-market segments ended up being brown powder for those who were drinkers of liquid

milk, and white powders for those who were not. Bournvita was the leader in brown powders and

Horlicks in white powders. Glaxo Smithkline Beecham, the makers of Horlicks, complicated

matters by launching a brown variant of their white powder Chocolate Horlicks which could

be consumed unlike Bournvita, with water alone. They extended the Horlicks brand name along

many dimensions into several sub brands (Junior Horlicks, Mother Horlicks, Horlicks with Smart

Nutrients). Such markets can best be termed markets in transition where products, consumers,

competitors are all in a state of flux and the traditional rules of the game seem to be changing

some driven by the consumer environment and some by the players in the business. Though not

very explicitly Horlicks tries to address the younger population i.e. kids under the age of 15 as it

has been found that maximum consumption of HFD is by this generation. The market is still

segmented based on product capabilities and usage method (brown and white powders) through

there are signs that this is beginning to change, Thus the segmentation is largely on the basis

of age, the advertisement and sales promotion also focuses on kids by way of cartoons featuring

in the advertisements and also cartoons serial sponsorships.


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Brand Extensions

GSK has introduced various brand extensions in the last few years and notable among these are

'Mother Horlicks' and 'Junior Horlicks'. The former caters to the nutritional needs of pregnant

and lactating mothers while the latter is targeted at the growing child in the age group of 1-3

years. Both the brand extensions have been very well accepted in the market and have shown

good growth rates since 2001.

Buying Decision behavior

Energy drinks or milk drinks are perceived as a luxury. This explains the slow off-take.

While white beverages are hailed for their therapeutic offerings, consumers look at browns as

mere taste additives. Brand loyalties are not very strong as the key target, children, are always

looking for new products. Promotion campaigns such as freebies and contests also play an

important role in influencing brand choice. These campaigns are mainly targeted at children who

force their parents to buy these products. Free gifts like crystal jars, pet jars and sippers also

attract consumers. Those who suits Horlicks they often think before buying this product. Forthese products consumers undertake habitual buying behavior


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Participants and their role in the consumer buying process

In consumers buying decision process, different groups of people are directly or

indirectly involved. Participants and their role in the consumer buying process are:

Users: Users are those people who ultimately use or consume the product. In that case

kids are the major users of Horlicks. According to users need and want manufacturer

(GlaxoSmithKlin) produce Horlicks. For example (GlaxoSmithKlin) collects feedback from the

consumers and provide Horlicks according to their choice. Besides kids now they also provide

Horlicks for mothers.

Influencers: Influencers are those people who influence consumer to purchase that

product. In case of Horlicks influencer can be parents, family members, friends and Models. For

example if your favorite player is Shakib Al Hasan and he is the brand ambassador of

Horlicks. Then you are influenced by Shakib Al Hasan to use this product.

Buyers: Buyers are those who purchase the products. Users can be buyer also. If the

product can full your expectation, surely next time you will go for that product.

Deciders: Deciders are those people who have the formal authority to take decisions. In

case of Horlicks for kids, her\his energy drink will decide by her parents. Therefore mother can

be the decider of energy drink for her children


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The buying decision process

The buying decision process for any product consists of five stages; need recognition,

Information search, Evaluation of alternatives, Purchase decision & Post purchase behavior.

Clearly, the buying process starts long before the actual purchase and continues long

after. For that reason marketers of Horlicks need to be focus on the entire buying process rather

than on just the purchase decision.

Need recognition:

Need recognition is the very first step in the consumer decision process. Desired state and

actual state are the discrepancy between the results of need recognition. Need recognition occurs

when the buyer recognizes a problem by internal stimuli & external stimuli. For Horlicks internal

stimuli can be signs of tiredness, growth problem or lack of energy. It means all about health as

well as self-satisfaction. External stimulation can also be triggered, for example an

advertisement or recommendation by friend might force consumers to think about buying a

Horlicks.

Although purchase and related consumption behavior driven by emotional and as wellas situational demands but needs have few characteristics that play the vital role. Consumer

decision are frequently the result of a single problem for example, low growth of kids may work

for going towards to buy Horlicks for a consumer or it can be the energy source for a consumer.

Actually it varies from person to person and different type of demand. A consumer noticing a

simple need for a health food drink may want to minimize the price paid, avoid one or more


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brands because of their environmental record. There are two types of consumer problem one is

active and another one is inactive. Active problems required the marketer only to convince the

consumer that its brand is the super solution. Consumers are already aware about the problem. In

contrast, inactive problems require the marketer to convince consumer that they have the

problem and that the marketer brand is superior solution to the problem. It may create the new

field for the marketer if they educate their consumer.

Its very interesting to see that from our survey what we did which was on 10 people

from different stage, we found almost 60 percent people are not well aware about their need and

rest 40 percent is quite impressive. People are not well aware about the positive side of health

food and not taking it easily especially about the effect of drinking it. Because they think it not

has much effect in the real life. And rest 40 percent are using this because of a routine and their

self belief about the product is working here. Need recognition mainly comes after noticed the

problem and then consumers are searching for the possible solution. Need recognition comes

through many ways personal interest, probable solution, from positive mind set about the

product, influencing from colleague or friends and family, after notice the positive feedback

about the product. In our survey we found that almost 70 percent people are using Horlicks after

get the positive feedback from others as well as their childhood experience are working

positively in here. And then they look positive approach for the health food.

Information search:

Information can be search from many sources. Once a problem is recognized relevant

information from long term memory is used determine if a satisfactory solution is known. These

include internal sourcelike family members, friends, neighbor and colleagues, as well as it can

be the external source. External source may come with the so many things like advertise,

internet, current users feedback, shopkeeper, opinion leader. This external source, which can

involve independent sources, personal sources, market based information and off course productexperience as well. Many problems are resolved by the consumer, by using only information. If

in response to a problem, a consumer recalls a single, satisfactory solution. If its occurred then

no further information search or evaluation may occur. The consumers purchase the recall brand

and nominal decision making has occurred.


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Sources of information can come through many ways. Memory of the past searches,

personal experiences. From our survey we discover that almost 80 percent consumers are well

known about the health food drink like Horlicks from their very childhood when they usually

drink it. They have interaction about this brand from their childhood. That belief, that taste and

that positive mind set still working. Personal experience is much more important now in here.

Another information sources may come like personal sources such as friends, family, colleague

and others. Independent sources such as magazine, consumer groups and government agencies

are more important also.

Internal sources:

A community like Bangladesh people are well touched with their family and friends as

well as its also may true for the office community now a days. In our survey we found that

almost 90 percent people are choosing any brand after known about the opinion of their mate.

Much true for a food drinks like Horlicks. People collect the opinion from their near one and

then take the decision whether what type of brand they should move. Because they are likely to

using this mainly for their child so they depends much on the feedback of other guardians.

External sources:

Commercial sources like TV Advertisement, newspaper, online, Billboard now are well

known for spread out information about the product. Though its quite less valuable about the

product especially depends on health. People are not interested to believe about it and purchase

the product accordingly. Our survey shows that almost 10 percent people are believe this and

they go for buying when the notice attractive TV commercial. Actually they dont believe what

they are talking about but they move for it because of interest. Public sources (BSTI test reports)

and experiential sources (trial before final purchase) are also well known way of collecting the

information. From the public sources consumers may concern about the product quality and may

take the decision accordingly. Experiential sources may help the consumers to take the taste

before purchase. If its making them satisfied then they become the loyal consumer in fact.

By using internet information search are now more popular than before. Because now

people are well connected through the internet. The internet unprecedented access to information


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global internet usage continues to rapidly. Very interestingly shows our survey that around 30

percent people tried once to find out the information from internet.

Evaluation of Alternatives

During the evaluation of alternatives stage, the consumer evaluates all the products

available on a scale of particular attributes.

Key Points

During this stage, consumers evaluate all of their products or brand options on a scale of

attributes which have the ability to deliver thebenefit that they are seeking.

In order for a marketing organization to increase the likelihood that theirbrand is part of

the evoked set for manyconsumers,they need to understand what benefits consumers are

seeking and specifically, which attributes will be most influential to their decision-

makingprocess.

It is important to note that consumers evaluate alternatives in terms of the functional and

psychological benefits that they offer.

During this stage, consumers can be significantly influenced by their attitude as well as

the degree of involvement that they may have with the product, brand, or overall

category.

Ultimately, consumers must be able to effectively assess the value of all the products or

brands in theirevoked setbefore they can move on to the next step of the decision.

If the customer involvement is high, then he or she will evaluate several brands, whereas

if it's low, he or she may look at only one brand.

Though Horlicks is the number one brand in Asia, it has some competition with Complan and

Boost. Mostly, the competition is between Complan and Horlicks as these two brands have mostof the market share.

EVALUATIVE CRITERIA

As the prior discussion described, consumers often make decisions based on affect or on overall

attitude toward the brand or to minimize effort or negative emotion. Many of these types of
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decisions involve very little consideration of specific product features. However, most decisions

involve an evaluation of the likely performance of the product or service on one or more

dimensions. For fairly simple products such as toothpaste, soap, or facial tissue, consumers use

relatively few evaluative criteria. On the other hand, the purchase of an automobile, stereo

system or house may involve numerous criteria. As Horlicks is a simple product consumer

usually dont go through indebt analysis.

Measurement of Evaluative Criteria

Before a marketing manager can develop a sound strategy to affect consumer decisions, he or she

must determine

Which evaluative criteria are used by the consumer.

How the consumer perceives the various alternatives on each criterion.

The relative importance of each criterion.

The Relative Importance and Influence of Evaluative Criteria

The importance of evaluative criteria varies among individuals and also within the same

individual over time. That is, although consumers often have a general sense of how important

various criteria are, this can be influenced by a number of factors. Theseinclude:

Usage situation: The situation in which a product or service is used can have important

influences on the criteria used to make a choice. For example- if you are ill or tired you can have

Horlicks to remove your tiredness.

Competitivecontext: Generally speaking, the lower the variance across competing brands on

a given evaluative criterion, the less influence it is likely to have in the decision process. For

example- consumers might look for a drink that increases stamina and among all the three

competing brands all are good enough to serve the purpose. Therefore, it becomes less important

for the consumers to consider. Horlicks has more products range than other competitors as it has

horlicks for women, children and for all age of people


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Advertising effects: Advertising can affect the importance of evaluative criteria in a number

of ways. For example- Horlicks advertise that by their product consumers can be taller, stronger

and sharper whereas Complan advertise that by using their product children can become taller.

On the other hand, Boost says that it has the secret of building energy. Overall, Horlicks does

have great and larger advertising effects.

Consumers usually evaluate alternatives health drink regarding price, quality, design and

stamina. For example, assume that the following represent consumers standards for choosing

alternatives.

Price 5

Quality 5

design 3

Stamina 4

For price, quality, design and stamina Horlicks has 5,4,3,4. Compaln has 5,4,3,3 and

Boost has 4,3,3,5. If you consider any of the attribute, you will most likely choose Horlicks. If

you consider lesicographic for higher satisfactory level and considering the best your choice will

be horlicks. For non-compensatory decision rule Horlicks provide the highest total. For

conjunctive and disjunctive you will have the same result as well but if you go through

elimination by aspects then you might have a different result as Boots has the highest point for

stamina.

Purchase decision

After the evaluation of alternatives the consumer set to purchase the product. Two factors

can affect purchase decision. They are attitude of others(elder sister or husbands opinion) and

unexpected factors(sudden increase of price or discount).


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Post purchase dissonance

Post purchase dissonance is basically an after purchase cognitive behaviour. Here the

consumer thinks that if he had purchased some other items, it would have been better than the

one he bought. Simply he/she is not completely satisfied with the purchase and is most likely to

switch brands.

To purchase health food drink Horlicks post purchase dissonance may occur. As we

know the more importance the decision, the more likely dissonance will result. Parents are so

concern about their children health and they are so careful about to purchase children food. To

purchase health drink Horlicks for their child, parents take it so seriously as this health food

drink is related to their children health. As a result post purchase dissonance may occur.

Besides, we see there are lots of alternatives in same category products and its more

difficult to select from among alternatives. As a result the magnitude of dissonance occurs.

Health foods like Horlicks, there are numerous health drinks are there in the market. They are

Bournvita, Complan, Boost instant drink, Hot Choco etc. So there are lots of other health drinks

brands there and consumers are always fall in dissonance to purchase in Horlicks. They ask in

their mind whether it is the right decision to pick Horlicks or not.

The way we can reduce our dissonance on purchasing Horlicks

Through increase the desirability of the brand purchased, we can reduce the dissonance.

After purchase of Horlicks, we must keep the positive impression of this brand. We must

emphasize on the Horlicks benefits. Horlicks is one of the drinks which make our child stronger,

taller, and sharper. Moreover, Horlicks is one of the oldest and famous heath drink brand. So,

these positive impressions to keep in mind can reduce our dissonance.

Another way to reduce dissonance is to decrease the desirability of rejected alternatives.

For health drinks other brands like bounvita, complan, and hot Choco are there. To reduce

dissonance we have to think that Horlicks is far better than those other brands. Moreover, we

have to keep in mind that these health drink brands has less nutrition than Horlicks which we are

not satisfied. In this way reject these health drink brands, we can reduce the dissonance.


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However, we can reduce the dissonance through reverse the purchase decision. It

indicates that return the product before use. If someone is dissatisfied with Horlicks then he/she

can return Horlicks and purchase the desired one like complan. Returning Horlicks and purchase

desired one like complain surely reduce his/her dissonance. Complan satisfied that customer and

he thought that its nutrition is better than Horlicks. So purchasing new one can reduce

dissonance.

Our survey report of Horlicks about dissonance

Well, we ask at least ten parents whether they are satisfied with Horlicks or not. 10 of 8

parents told us actually they are over satisfied with Horlicks brand. They told us Horlicks is so

reliable health drink for their children. Moreover, its nutrition and other vitamins make this brand

different from others. Their children are also happy to drink such delicious drink. Parents told us

their children grow faster as result of drinking Horlicks. So from their point of view, we come to

know that they have no dissonance about Horlicks. Moreover, they purchase Horlicks repeatedly

for their children.

In ten families two of them told that they felt dissonance after purchasing Horlicks. When

we ask why they felt dissonance about Horlicks, they told that actually Horlicks did not satisfy

their requirement. They want more nutrition and also are cheaper rate. But Horlicks is just

opposite. So, reduce dissonance they reverse the purchase decision and purchase new health

drink complan. After purchasing complan, they feel good and satisfied. Through purchasing new

desired brand they reduce their dissonance.

We see that when people dissatisfied with any particular brand, some people take action

and some dont. Taking action like complain to store or manufacturer, stop buying that brand,

encourage in negative word of mouth etc. After analysis, we see 25 percent of unsatisfactory

purchase Horlicks resulted in brand switching, and 19 percent caused the shopper to stop buying

the Horlicks.

Those who are over satisfied with Horlicks, they are become the committed customer. He

is loyal to Horlicks and also has an emotional attachment to this brand Horlicks. Those people

purchase and drink this health drink Horlicks years to years. They actually trust this brand and

they believe the Horlicks firm.


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Conclusion

Horlicks is not getting their current market position in one day. Their continuous positive

image is built by high quality, nutritious and tasty products, and consumer friendly marketing

strategies. Health drinks market in Bangladesh is not very big one and Horlicks is dominated the

market by larger share. Horlicks is leading the list dominantly by its customer. Proper

segmentation of market, Creation of marketing mix and proper marketing 4ps help Horlicks to

reach its todays position in market. The marketing of Horlicks will take place in the backdrop of

a weak economy but a positive attitude toward healthy eating. Thats why in terms of selecting

health drink, they always prefer Horlicks.


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Reference

Consumer Behavior: 11th

edition by Del I. Hawkins, David L Mothersbaugh, AmitMukherjee

Official website of GSK Bangladesh (http://www.gsk.com.bd/)

about horlicks

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