Saturday, February 24, 2007

Brand Update : Horlicks

Horlicks is the market leader in the Rs 1300 crore health drink market in India. The brands owns more than 50% market share. As discussed in the one of my blogs, the success of the brand lies in its ability to change with the changing consumer. The new strategy of the company is to extend the brand into a family health drink brand with variants suiting every member of the family i.e Parents and Kids. The brand initially was aimed at kids aged around 6- 16 years and has been successful in establishing its present there. The brand in 2005 extended itself to a new segment : adults with its Horlicks Lite variant. The Lite boasts about Zero Cholestrol,Zero Added sugar is clearly aimed at the Parents. The brand also came up with another line extension Junior Horlicks aimed at pre-schoolers. Junior Horlicks claims to have DHA which is Docosahexaenoic Acid which is an Omega-3 fatty acid which will boost the brain power.With these three variants, Horlicks have covered all the life stages ( except infant) of a consumer.
The latest campaign of Lite aims at the lady in the house and reminds her to keep her husband active with Horlicks lite. The well made ad takes a cue from the cooking oil advertisements of Saffola and Sundrop.
To promote the Junior Horlicks, the brand has come out with a Piggy Bank shaped Horlicks Jar which is a consumer promotion scheme . Currently Horlicks is running a Topical that is related to exams. The campaign says that Horlicks can drive away the Exam GHOSTS.. Right now this brand is rocking..

Image courtsey:GSK

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