women horlicks - brand extension analysis
TRANSCRIPT
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For Confident, Health Conscious, Multi-tasking Women
Submitted by -NIKITA GOENKA | PGP30324
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Health and Wellness Foods market is
estimated at 10,000 crores
AND EXPECTED TO GROW TO
55,000 CRORES
AT A CAGR OF 33%
FSSA – Food Safety And Standards Act, 2006 (India)
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India is world’s largest malt-based
drinks market
WITH SHARE OF ALMOST 22%
IN THE WORLD’S TOTAL RETAIL
VOLUME
WHITE POWDERS~
65%
BROWN POWDERS~
35%
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Horlicks, Boost
32Bournvita
140Complan
BRANDS COMPANY
GSK - CH
MONDELEZCSD
HEINZ
B O O S T1 2 6
H O R L I C K S1 5 2
COMPLAN174
B O URN VITA3 1 2
BRAND TRUST RATINGS
by Trust Research Advisory in 2013
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•Consumer Health global market leader through JV with Novartis
L ARGEST PL AYER
IN HEALTH FOOD DRINKS
CATEGORY IN INDIA
GSK/ Novartis
Bayer/ Merck & Co
Johnson & Johnson Inc
PitzerInc
Sanofi Reckitt Benckiser
Procter n Gamble
( Rs 5,500-crore category with growth of about 5 - 6%)
Global CH leaders by Retail Value Sales based on 2013 data
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GSK CH
CONSTITUTES
20%
OF GROUP’S
REVENUE
India Turnover figures in Mn £
TURNOVER
EXPANDS
BY 2%
GLOBALLY
UK-BASED
COMPANY WITH
72.5% STAKE IN ITS
INDIAN UNIT
GSK CONSUMER
HEALTHCAREIn Rs. Million
NET SALES
48,685.8
NET PROFIT
6,747.6
In t e rna t i ona l Pha rma c e u t i c a l G i a n t
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Designed to
Improve the
quality of human
life
by enabling people to
• D o m o r e
• F e e l b e t t e r
• L i v e l o n g e r
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A INR 3,000-crore brand LEADING Health Food
drink category with 4 6 . 2 % market share.
1
2
G R O W T H
D R I V E R
M A LT
D R I N K S
M A R K E T
Launched in 1873
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India's first health drink designed
specifically for
women's nutritional needs
RECOMMENDED BY WORLD HEALTH ORGANIZATION
(WHO)
FORMULATED COMBINING SCIENTIFIC
KNOWLEDGE & EXPERTISE
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Company witnessed
continuous growth of
more than 17% in the years
post introduction
Blockbuster product,
Growing at
60%-65% per year.
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PRODUCT
• Quick and Easy to mix
T W O F L A V O R S –C H O C O L A T E & C A R A M E L
• Formulated with ion, calcium, folate & other vital nutrients
• Low Fat; No added Sugar
• A wholesome and natural combination of malt, wheat & milk
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PRICE
• Available in a 400 gm jar, which costs Rs. 280
T W O F L A V O R S –C H O C O L A T E & C A R A M E L
• Overpriced in comparison to traditional Horlicks
• While traditional Horlicks is priced at Rs. 215 for 500 gm
• Priced keeping in mind the income of targeted urban women
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PLACE
• Use of already in place excellent distribution system
H E A D Q U A R T E R A T N A B H A ( P U N J A B )
• Available at supermarkets, retail stores & medical shops
• Usually relegated to bottom shelf, resulting in minimal visibility
• Manufacturing - Balagarh, Sonapet; Packaging - Solan, Secunderabad
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PROMOTION
• Direct marketing and consumer activation
T W O F L A V O R S –C H O C O L A T E & C A R A M E L
• Doctor engagement program
• Digital Marketing
• Print media advertising
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Junior
Regular
Women’s
Lite
For little, preschool children
For general use; clinically-backed claim of making kidstaller, stronger and sharper
For contemporary workingwoman, promising blood &bone health
For 40+ adult to build strength & stamina; for diabetic people
Mother's For pregnant and lactatingwomen
Objective is to cater to the needs of all the age groups.
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HEALTH CONSCIOUS
URBAN WOMENDEMOGRAPHICS
TARGETED SPECIFICALLY AT THE MODERN HEALTH
CONSCIOUS URBAN WORKING WOMAN
Women of the agegroup of 19 to 50years, at variousphases of awoman’s life:
Adolescent > young>adult
Women who arenot able to takecare of health anddaily requirementof iron, calcium,folate and vitaminsB2, B6, B12, andC2.
Urban workingwomen leadinghectic lives,focusing both oncareer as well asfamily in metrosand mini-metros
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Be the ‘YOU’
you always
wanted to
be
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Image Image Image
BOURNVITA COMPLAN BOOST
MONDELEZ HEINZ GSKCH
P h y s i c a lE n e r g y & E n d u r a n c e
S t r o n g e r b o n e s & M u s c l e s
E n e r g i z e r f o r d a i l y s p o r t s
46%
16%
14%
12%
1%
11%
Horlicks Bournvita Complan Boost Maltova Others
MARKET LEADER
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BR
AN
D S
TREN
GTH
(Dif
fere
nti
atio
n a
nd
Re
leva
nce
)
BRAND STATURE (Esteem and Knowledge)
Curiosity
Indifference
Commitment
Fatigue
MALTOVA
DANONE
PEDIASURE
MINUTE MAID
TROPICANA
REAL
BOURNVITA
HORLICKS
COMPLAN
BOOST
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POP
POP
POD
POP
POD
HORLICKS BOURNVITA COMPLAN BOOST
C O M P A N Y GSKCH MONDELEZ HEINZ GSKCH
M O T T OR e l i v e t h e s p i r i t , S t a y s t r o n g
P h y s i c a lE n e r g y & E n d u r a n c e
S t r o n g e r b o n e s & M u s c l e s
E n e r g i z e r f o r d a i l y s p o r t s
B A S E M A L T C O C O A M A L T C O C O A
N U T R I E N T S M E D I U M M E D I U M H I G H M E D I U M
T A R G E T C U S T O M E R W O M E N K I D S K I D S K I D S
N U T R I E N T B A S E D H E A LT H D R I N K F O R A L L R O U N D G R O W T H
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IN ORDER TO HIGHLIGHT ITS NUTRITIONAL ASPECT, GSKCH IS PROMOTING WOMEN HORLICKS THROUGH TRADITIONAL PRINT AND TELEVISION MEDIA
BRANDING IN
REGIONAL TONGUE
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EMOTIONAL APPEAL OF THE BRAND BY PROMOTING WOMEN RELATED EVENTS BY HIGHLIGHTING –
“ YOU ARE SPECIAL “
BRANDING IN
REGIONAL TONGUE
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https://www.youtube.com/watch?v=alYyeooLZQE
SUPPORT OF PROFESSIONALS IN THE MEDICAL
FIELD
The core s trategy l ie s in grabbing
the mind space o f the consumers .
The company reaches out to P H YS I C I A N S , D I E T I C I A N S &
N U T R I T I O N I S T S to educate them about the product.
This in turn, leads to an official or at the very least, unofficial, product
endorsement by these professionals.
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THINK ABOUT BONE HEALTH.
THINK ABOUT WOMEN'S HORLICKS.
Up to 1 in 2 women in India
are at the ri sk o f
Low Bone Mineral Density!
Women's Horlicks has 100% RDA of Calcium, and Vitamin D. Calcium and Vitamin D which are
I M P O R TA N T F O R M A I N TA I N I N G B O N E H E A LT H .
https://www.youtube.com/watch?v=K-KePAX_WPk
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BONE DENSITY TEST
Bone densi ty s tart s reducing
a f t er the age o f 30.
Women's Horlicks has specialized HEMOCAL nutrients including 100% RDA of Calcium that's
important for maintaining bone strength.
https://www.youtube.com/watch?v=tVey5MuBce4
M a ke a n i n fo r m e d c h o i c e a b o u t y o u r b o n e h e a l t h .
Start with Women's Horlicks!
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https://www.youtube.com/watch?v=vWvolkt-FH4
FOCUS ON RESONATION WITH THE
WORKING WOMEN
KO N K A N A S E N S H A R M A was selected as
the face of the urban Indian woman of today,
balancing career and home, a choice sure to
resonate with most women.
This, combined with the baseline,
"Because your body needs
you too!" ,
starkly elegant in its very simplicity, captures the essence of the desired brand image.
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S A L I E N C E
PERFORMANCE IMAGERY
FEELINGJUDGEMENT
RESONANCE
3. RESPONSE
What about you ?
4. RELATIONSHIPS
What about you & me ?
2. MEANING
What are you ?
1. IDENTITY
Who are you ?
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S A L I E N C E
• The main objective of the company is to be the G R E AT FA M I LY N O U R I S H E R
1.
• The depth of B R A N D A WA R E N E S S is strong as the brand exhibits high top-of-mind recall among consumers
• S TA R T E D O V E R 1 0 0 Y E A R S A G O to produce nourishing health drinks which are consumed across all ages
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S A L I E N C E
PERFORMANCE
2.1
• VA R I E T Y - extended into varied food categories – biscuits, noodles, snacks, breakfast option and even flavored milk.
• S T Y L E & D E S I G N - successfully launched variants at different points in time providing flavour innovations and value-added benefits
• R E L I A B I L I T Y - invested at every critical juncture in the brand and its nutrition profile backing it with proof of science
• P R I M A R Y C H A R A C T E R I S T I C S - traditional malty favorite drink, filled with nourishing goodness.
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S A L I E N C E
PERFORMANCE IMAGERY
2.2
• U S E R P R O F I L E - brand image has changed from a fuddyduddy, boring health drink recommended by doctors to something that is nourishing, and enjoyable
• P U R C H A S E S & U S A G E S - designed to target mothers, and gradually, shifted to develop a connect with kids
• C O M M I T M E N T – Identified, created and fast tracked sub-segments to warranty no obvious gaps for other players
• S O C I A L A P P R O VA L - pitches itself as a brand for the Entire family, who fulfills nutrition requirements of everyone
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S A L I E N C E
PERFORMANCE
JUDGEMENT
IMAGERY
3.1
• C O N S I D E R AT I O N – keeping in mind the unique needs of customers, it came forward as a bold brand that was ready to try new products and introduce risk by extending its existing core values into new product lines.
• C R E D I B I L I T Y - experience in science based nutritional products
• S U P E R I O R I T Y - not just recommended by doctors but is nourishable and enjoyable too.
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S A L I E N C E
PERFORMANCE IMAGERY
JUDGEMENT FEELING
3.2
• WA R M T H - spread the goodness of healthy living
• S E C U R I T Y – products with trustworthy nutrition profile, backing it with proof of science
• F U N – positioned as a nourishing, yes, but also tasty brand; enjoyable by children
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S A L I E N C E
PERFORMANCE IMAGERY
JUDGEMENT FEELING
RESONANCE
4.
• L O YA LT Y - binds all its products together is their positioning – health, a word synonymous with Horlicks.
T H E G R E AT FA M I LY N O U R I S H E R
P L E A S U R A B L E N O U R I S H M E N T
• AT TA C H M E N T - Horlicks is a symbol of strength, power and nutrition in India
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India's first health drink designed specifically for
women's nutritional needs
Its major competitors are
Bournvita, Complanand Boost
“Make an informed choice about your
bone health”
The promotional strategy involves reaching out to physicians, dieticians & nutritionists,
leveraging on proof of science – GlaxoSmithKline (parent company)
Its targeted explicitly at the modern
health conscious urban working
woman
capture the essence of the desired brand
image among women
"Because your body needs you too!”
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Thank you !!
• http://tejas.iimb.ac.in/articles/29.php
• http://www.afaqs.com/news/company_briefs/index.html?id=28339_GlaxoSmithKline-
Consumer-Healthcare-Launches-Women%92s-Horlicks
• http://www.geekfundas.com/resources/3012-Review-Women-s-horlicks-Ingredients-
benefits.aspx
• http://www.oneindia.com/2008/02/02/horlicks-launches-special-health-drink-for-
working-women-1201946542.html
• http://www.horlicksnutritionacademy.com/TabId/80/ProductId/56/Product-details.aspx
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PGP Batch of 2014-16
These slides were created as part of a MBA course
“Brand Management”
(www.MBASkills.IN)
taught by Prof. Sameer Mathur
Nikita Goenka PGP30324