Horlicks Marketing StrategyTaller Sharper and Stronger “Horlicks MARKETING  Strategy”

Horlicks, a GlaxoSmithkilne Consumer Healthcare India Limited, owned drink, whichcaters to the nutritional needs of the Indian diet has been a popular brand in the Indian market since 1930s leading with a market share of over 50% in the Food Drink segment. Horlicks MARKETING  strategy has been health oriented. This leading health food drink in India underwent a revamp in the year 2003 offers a ‘pleasurable nourishment’ with delicious variety in flavors like Vanilla, Tofee, Elaichi and Chocolate.

Marketing Strategy of HorlicksHorlicks has been around for almost 125 years in market. Horlicks MARKETING strategy initially was as “The Great Family Nourisher”. After that the brand has  launched new communication campaigns to match with their new products and changing times.

1992 – The Company launched a new segment – Horlicks Biscuit.

1995- The Company launched Junior Horlicks for Pre-School kids.

2003 – Harlicks MARKETING  strategy as well as the brand went through a massive transformation from the taste to its flavor as well as its packaging.  It positioned itself as ‘nourishing, yet so tasty’. The company even re-launched Junior Horlicks, with better packaging and more nutrients to develop internal resistance of 1-2-3 years old.

2005 – The brand tried to communicate with the kids and not just their mothers. It came up with the famous tagline – “Taller, Stronger and Sharper”. It tried to convey through its advertisements that children who consumed Horlicks were taller, stronger and sharper. It even launched another new variant ‘Horlicks Lite’ (Healthy drink and Biscuits), which holds the distinction for being the only drink to be endorsed by the Diabetes India and suitable for the diabetics. It was promoted heavily through all media with – “Zero Cholestrol, Zero Added Sugar’ campaign.

2009 – The Horlicks MARKETING  strategy took a new direction when Women Horlicks was launched by the Company. Konkana Sen Sharma was chosen to endorse the brand as the face of the urban Indian woman balancing career and home combined with its tagline- “Because your body needs you too” captured the essence of the brand image with simplicity.

2010 – With Horlicks Foodle, the brand entered in a new segment- Instant Noodles (the grain noodle with nine power nutrients). The tagline used to promote this is- “The More Nourishing Noodles” with a slogan(as shown in the TV advertisement) – “Ek baar khaoge toh sir se nahin nikaal paoge”.

2012- Horlicks healthy biscuits- Nutribic was launched. But, the company got in trouble as Britannia filed a case against GlaxoSmithCline with allegations that the new product is a copy of their product –Britannia NutriChoice. Horlicks even launched a new communication strategy for its brand by presenting itself as – ‘The New and Improved Horlicks with a mix of 15 vital nutrients’. The ‘Scientifically Proven’ health drink which makes children – ‘Taller, stronger, sharper’, highlights 5 signs of growth in children – More Bone Area, More Muscles, Better Concentration, More Active Nutrients and Healthier Blood. This New Horlicks with improved formulation and packaging has been advertised throughout to communicate the value proposition of the brand.