Details
Case Code : CLMC-033
Publication date : 2005
Subject : Marketing Communications
Industry : -
Length : 04 Pages
Price : Rs. 100
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Key words:
Health Food Drinks, Horlicks,
Glaxo SmithKline Consumer (GSK) Healthcare Ltd, Bournvita, Milo, Consumer
Preferences, Nutritional Values, Sachets, Positioning, Health Supplement,
Packaging, Pester Power, ACNeilsen, ORG-MARG, Tata Elxsi, J. Walter Thomson and
Heavy users
Note
1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US
$16) per copy.
Abstract:
The caselet gives an overview of the Indian health food
drinks segment. It elaborates on the efforts of Glaxo SmithKline Consumer
Healthcare Ltd (GSK), to reposition and stem the decline in sales of its
flagship brand Horlicks. The caselet describes the consumer research study
conducted by GSK and the subsequent advertising campaigns launched to target the
kids. The caselet also examines the earlier failed attempts of the company to
position the brand successfully.
Issues: |
The white malts category constitutes 60 per cent of the overall HFD market and
Horlicks, along with Junior Horlicks, is the market leader with a 57 per cent
market share. The brown beverages -- consisting of brands like Boost and Maltova
(Glaxo SmithKline Consumer Healthcare Ltd, GSK), Bournvita (Cadbury), and Milo
(Nestle) -- form the remaining part of the HFD market...
Questions for Discussion:
1. How did an understanding of consumer behavior help GSK re-launch Horlicks in
a completely new version, targeted exclusively at children?
2. GSK had earlier used sachets to increase sales volumes, but had little
success. Do you think the new packaging has played an important role in the
success of the re-launch campaign? Would sachets instead of bottles, be
beneficial as a means to target children more effectively?