Case Code : CLMC-033
Publication date : 2005
Subject : Marketing Communications
Industry : -
Length : 04 Pages
Price : Rs. 100
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Health Food Drinks, Horlicks, Glaxo SmithKline Consumer (GSK) Healthcare Ltd, Bournvita, Milo, Consumer Preferences, Nutritional Values, Sachets, Positioning, Health Supplement, Packaging, Pester Power, ACNeilsen, ORG-MARG, Tata Elxsi, J. Walter Thomson and Heavy users
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The caselet gives an overview of the Indian health food drinks segment. It elaborates on the efforts of Glaxo SmithKline Consumer Healthcare Ltd (GSK), to reposition and stem the decline in sales of its flagship brand Horlicks. The caselet describes the consumer research study conducted by GSK and the subsequent advertising campaigns launched to target the kids. The caselet also examines the earlier failed attempts of the company to position the brand successfully.
The white malts category constitutes 60 per cent of the overall HFD market and Horlicks, along with Junior Horlicks, is the market leader with a 57 per cent market share. The brown beverages -- consisting of brands like Boost and Maltova (Glaxo SmithKline Consumer Healthcare Ltd, GSK), Bournvita (Cadbury), and Milo (Nestle) -- form the remaining part of the HFD market...
Questions for Discussion:
1. How did an understanding of consumer behavior help GSK re-launch Horlicks in a completely new version, targeted exclusively at children?
2. GSK had earlier used sachets to increase sales volumes, but had little success. Do you think the new packaging has played an important role in the success of the re-launch campaign? Would sachets instead of bottles, be beneficial as a means to target children more effectively?