Mini Case Code : CLIM010
Publication date : 2005
Subject : International Marketing
Industry : FMCG
Length : 03 Pages
Price : Rs. 100
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GlaxoSmithKline Beecham (GSK), Horlicks, positioning, repositioning, sub-brands, relaunch, packaging, communication campaign, brand's personality
* This caselet is intended for use only in class discussions.
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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.
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.
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