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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Health food drinks market in India
• Positioning an FMCG brand
• Packaging as a marketing communications tool
• Pester power and its influence on consumer buying behavior
• and Importance of a consumer research study.

Keywords

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