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Horlicks Brand Analysis

Parent Company GlaxoSmithKline Consumer Healthcare

Category Energy Drink

Sector Food & Beverages

Taller, stronger, sharper; Everyday growth everyday Horlicks; The Great Family
Tagline/ Slogan
Nourisher

USP Horlicks is available for toddlers, growing kids, women and mothers

Horlicks STP

Segment People looking for a healthy drink with milk

Target Group Urban kids and families from the middle & upper class

Positioning Malted milk hot drink

Horlicks SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis


of Horlicks. Strengths are:
1. Horlicks has got a strong backing of parent company GSK Consumer
2. UK, India, Hong Kong, Australia etc are some places where Horlicks is
supplied
Strengths 3. Horlicks has many variants i.e. class malt, chocolate, kesar badam, elaichi etc
4. Strong branding & promotion have increased brand awareness of Horlicks
5. Excellent distribution network means Horlicks can be purchased from
supermarkets, grocery stores etc.
6. Online presence has encouraged people to buy it
7. Horlicks has products for growing kids, mothers & women

Here are the weaknesses in the Horlicks SWOT Analysis:


1. Limited market share owing to strong competition in the sector
Weaknesses
2. Horlicks is not as widely available globally as compared to its global
competitors
Following are the Opportunities in Horlicks SWOT Analysis:
1. Horlicks can increase its presence in Europe & Americas
Opportunities
2. Different packaging styles can help increase sales of Horlicks
3. Diversifying into health snacks can also help the brand catch the market

The threats in the SWOT Analysis of Horlicks are as mentioned:


Threats 1. Intense competition can reduce market share of the brand
2. Alternate health drinks can decrease the sales of Horlicks in the future

Horlicks Competition

Below are the top 5 Horlicks competitors:


1. Complan
2. Cadbury's Bournvita
Competitors
3. Maltova
4. Boost
5. Milo

Complan

Parent Company Heinz

Category Beverages

Sector Food & Beverages

A complete meal in a drink; Im a Complan Boy Im a Complan girl; Good food


Tagline/ Slogan
everyday

USP Chocolate beverage food drink

Complan STP

Segment Chocolate based health drink for children

Target Group Young growing children from the middle and upper class
Positioning The COMplete PLANned Food for growing children

Complan SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis


of Complan. Strengths are:
1.Big brand visibility
Strengths
2.Good advertising
3.Excellent reach and distribution
4.Long Term association with many markets like India.

Here are the weaknesses in the Complan SWOT Analysis:


Weaknesses
1.Food products have a limited shelf life

Following are the Opportunities in Complan SWOT Analysis:


Opportunities 1.Untapped rural markets
2.Better product packaging and preservation

The threats in the SWOT Analysis of Complan are as mentioned:


Threats 1.More chocolate based milk drinks in market
2.Children prefer more flavors like strawberry, rose milk

Complan Competition

Below are the top 4 Complan competitors:


1.Milo
Competitors 2.Horlicks
3.Boost
4.Bournvita

Cadbury's
Bournvita

Parent Company Cadbury(Kraft)

Category Energy Drink


Sector Food & Beverages

Real Achievers who have grown up on Bournvita; Upbringing' to 'Intelligence;


Tagline/ Slogan
Good upbringing

USP Chocolate beverage food drink

Cadbury's Bournvita STP

Segment Chocolate based health drink for children

Target Group Young growing children from the middle and upper class

Positioning Chocolate health drink to make kids stronger and sharper

Cadbury's Bournvita SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of


Cadbury's Bournvita. Strengths are:
1.Big brand visibility of Bournvita owing to strong parent brand Cadbury
2.Bournvita has good advertising and marketing campaigns which go well with the
target audience
Strengths
3.Excellent reach and distribution of Bournvita through retailers, grocery shops and
supermarkets
4.Bournvita has continuously re-invented itself in terms of product, packaging,
promotion & distribution
5.Flavor Options available in Bournvita (Caramel, 5 Star etc)

Here are the weaknesses in the Cadbury's Bournvita SWOT Analysis:


Weaknesses 1.Food products have a limited shelf life
2.Doesn't mix well with cold milk

Following are the Opportunities in Cadbury's Bournvita SWOT Analysis:


1.Untapped rural markets can be a huge ooportunity for Bournvita
Opportunities 2.Better product packaging and preservation
3.Leverage Cadburys successful brand further to boost Bournvita worldwide
4. Relaunch of children based contests like Bournvita Quiz Contest

The threats in the SWOT Analysis of Cadbury's Bournvita are as mentioned:


Threats 1.More chocolate based milk drinks in market can affect Bournvita's business
2.Children prefer more flavors like strawberry, rose milk
Cadbury's Bournvita Competition

Below are the top 4 Cadbury's Bournvita competitors:


1.Milo
Competitors 2.Horlicks
3.Boost
4.Complan

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