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CASE STUDY ON
4 P’S OF
“HORLICKS”
ABOUT HORLICKS COMPANY
 Horlicks is the name of a company and of a malted milk hot drink
developed by the founders James...
2. PRICE
 In India, price matters the most it has always been the
deciding factor for many marketer’s fate in the market....
4. PROMOTION
 Promotion of Horlicks to various target audiences is a vital part of the
management function.
 Television
...
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4 P's of Horlicks product

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4 P's of product of horlicks company. useful for management students as well as students of engineering.

Veröffentlicht in: Leadership & Management
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4 P's of Horlicks product

  1. 1. CASE STUDY ON 4 P’S OF “HORLICKS”
  2. 2. ABOUT HORLICKS COMPANY  Horlicks is the name of a company and of a malted milk hot drink developed by the founders James and William Horlick.  It is now manufactured by GlaxoSmithKline in the United Kingdom, South Africa, New Zealand, Bangladesh, India, Pakistan and Jamaica, and under licence in the Philippines and Malaysia.  In 1960, a factory was built in the state of Punjab, India following pressure from local Government, heavy tariffs and diminishing import permits for Horlicks. MARKETING MIX: 4 P’S OF CADBURY 1. PRODUCT  Horlicks, which contributes Rs 600 crore in revenue to the consumer healthcare division, it has Boost, Maltova and Viva – the last three are much smaller brands than Horlicks.  Horlicks is a nourishing malted food drink which combines the wholesome goodness ofmalted barley, wheat and dairy ingredients For more nourishment, Glaxo SmithKline Consumer Healthcare India Ltd (GSKCH) has launched its flagship brand Horlicks.  To enable consumers choosedifferent flavours, Horlicks is now available in Regular, Chocolate, Creamy Vanilla and Honey Buzz varieties in a new package.  Horlicks drinks provide the following essential nutrients:Â Proteins, Carbohydrate, Fat, Vitamin A, Niacin, Vitamin B1, VitaminB12, Vitamin E, Vitamin B6, and Iron & Calcium
  3. 3. 2. PRICE  In India, price matters the most it has always been the deciding factor for many marketer’s fate in the market.  Horlicks has very convenient prices for all its products. HORLICKS JUNIOR Flavors Elaichi (Rs) Chocolate (Rs) Honey (Rs) Vanilla (Rs) Weight(gm) Jar Refill Jar Refill Jar Jar Jar Refill 200 57 - 57 - - - 58 - 500 108 103 108 103 108 108 114 105 1000 199 189 - - - - - - 3. PLACE  Cadbury dairy milk is produced at the chocolate factory in Bourneville in Birmingham.  It has a strong marketing network in India comprising over 1800 wholesalers and direct coverage of over 4,00,000 retail outlets.  Horlicks sales have been strong in the south and eastern markets which contributes about 46 per cent and 47 per cent of the total sales.  Milk-deficient South and East preferred white liquid powders (Horlicks, Viva, and Complan) as the drink could be prepared with hot water.
  4. 4. 4. PROMOTION  Promotion of Horlicks to various target audiences is a vital part of the management function.  Television  The print media  Posters  Internet  Hoardings  The company has earmarked around Rs 10 crores for brand promotion throughout 2003, and 70% of this will be spent in next six months  Unlike its other drink (the Rs 170-crore Boost, promoted by Sachin Tendulkar); the new Horlicks does not have a brand ambassador.  While all the action will be in the general Horlicks segment, the focus of Junior Horlicks (target segment: kids between one and three) will continue to remain the same  CONCLUSION  No matter the reason or the season, Horlicks focus on giving their customer the bestproductfrom their side.

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