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

1. CASE STUDY ON
4 P’S OF
“HORLICKS”

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. 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. 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.