19-03-2014, 11:30 AM
LEVERAGING THE BRAND EQUITY.
LEVERAGING THE BRAND.ppt (Size: 1.11 MB / Downloads: 19)
HORLICKS
Sir WILLIAM HORLICKS
The original manufacture & patent holder of the malted drink.
Now a product from- GSK Consumer Health.
Launched in the year 1930 .
Launched as an additive & substitute to milk.
Most trusted health drink brand (6th position in trusted brand list).
Market share of more than 50%.
POSITIONING & RE-POSITIONING OF HORLICKS
POSITIONING:
It was initially introduced both a substitute & an additive to milk and it was initially positioned itself as “food for convalescing” & a nutrient supplement for kids only.
RE-POSITIONING:
From a boring nutritional drink, GSK positioned Horlicks as `pleasurable nourishment', by launching it in vanilla, chocolate and honey variants.
It introduced other variants like - Jr. Horlicks, Women’s Horlicks, Mother Horlicks & Horlicks Lite to repositioned itself from the children segment to other segment for consumption.
COMMUNICATING THE MESSAGE
PROMOTION:
Organized nationwide events like- Wiz kid & Dream Team.
Epang Opang Japang .
CAMPAIGN:
“Badlo Apne Bachpan Ka Size”, takes the thought to the next level by communicating how Horlicks enables kids to have a bigger, better, childhood while growing Taller, Stronger, Sharper