Horlicks' Repositioning Strategies*



Mini Case Code : CLIM010
Publication date : 2005
Subject : International Marketing
Industry : FMCG
Length : 03 Pages
Price : Rs. 100

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Key words:

GlaxoSmithKline Beecham (GSK), Horlicks, positioning, repositioning, sub-brands, relaunch, packaging, communication campaign, brand's personality


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The caselet discusses the transformation of Horlicks from a health drink meant for the elderly and the infirm to a nourishment drink for young children. It also describes the various strategies adopted by GlaxoSmithKline Beecham (GSK) such as introducing sub-brands and variations in the product range, improving the packaging, and advertising campaigns, etc., to change the image of the Horlicks brand. How the company diversified its target market in a bid to attract new consumers also forms a part of the caselet.


Why GSK wanted to change Horlicks' current positioning
The various positioning strategies undertaken by GSK
How important is positioning for the continual survival of an FMCG company?
The role of 4 Ps in a positioning strategy


Horlicks, a popular brand in the health drinks category, was 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 1989).

Questions for Discussion:
1. Discuss the positioning strategies followed by GlaxoSmithKline Beecham for one of its successful brands 'Horlicks'.
2. Horlicks has been extended to new market segments through the launch of new variants appealing to all age groups. Discuss.

Cases on related topics

1. Complan Vs Horlicks: Comparative Advertising and the Question of Ethics
2. Horlicks - Effective Repositioning through Focused Advertising