Rohith Marketing Horlicks

PRODUCT LIFE CYCLE OF HORLICKS
HISTORY
Horlicks was founded by two British brothers, William and James Horlick. Both brothers
emigrated to America and in 1873 the company J&W Horlicks was founded in Chicago. Horlicks
was first used to improve the nutrition of infants and the unwell. Once its nourishing qualities
had been realised, the drink then became part of armed forces kit bags during World War II
serving all three forces. Horlicks was also used extensively during the 1948 Olympic Games
held in London! Supporting all the teams, it was available at every venue to give the athletes an
extra energy boost.
LIFE CYCLE
INTRODUCTION STAGE
● Holicks a brand was established 6 decades back in 1960.

● It is owned by GlaxoSmithKline consumer health care.
● It was heavily advertised as a kid's It nutritional drink.
● It was a substitute of "Milk" as Baby Food.
● It acquired more than 50% market share in India milk beverage market.
GROWTH STAGE
● Excels at delivering the benefits customers truly desired.

● Staying relevant.
● Pricing strategy based on "value for money".
● Proper positioning.
● Consistency.
● Creating entry barriers.
MATURITY STAGE
● Product quality
● Price
● By winning the trust of consumer By getting better labels than its competitors.
● By getting a tagline such as, "taller, stronger, sharper" that stuck in the mind of the
consumer for years and was easy to recollect.
DECLINE
● Horlicks has yet to go through the decline stage however with the coming improvement
of other such nutritional drinks such as Bournvita, Milo Complan, Acti life....etc, it may
very well be with in the reaches of the decline stage in the coming years.
Horlicks’ Campaigns
● One of the most sensational yet controversial campaigns led by Horlicks was that of
“Taller, Stronger, Sharper” in which it was shown that among two groups of children, one
was given Horlicks drinks and the other was given conventional milk-based drinks and
after a month a test was conducted where it was shown that kids drinking Horlicks were
found to be taller, stronger and sharper than the other group.
● Under GlaxoSmithKline, another campaign with the same message was conducted
where the kid superstar Darsheel Safary was seen along with a few kids drinking
Horlicks and spreading the idea of “Badlo Apne Bachpan Ka Size” while rushing through
classrooms, rooftops, staffrooms and playgrounds. To promote the launch of the new
Kesar-Badaam flavor, Horlicks created the advertisement where a young prince is seen
defeating an older soldier but keeps on running away from glass of milk. As the Queen
mother becomes worried, two people arrive with kesar or saffron and nut or badaam
respectively which are crushed and blended to the milk to enhance the taste and the
prince finishes off the milk heartily.
● This advertisement was continued for the Chocolate flavour launching with the tagline
“Doodh ka glass khallas”. In order to engage the school-goers of urban areas, the
advertisement of inventor in children was launched where a mother finds the egg case in
the fridge almost empty and as she checks her son, he is found to be experimenting with
eggs to generate electricity. This campaign was extended to activating exercises for kids
and mothers.
● By referring to “Food Science” and mentioning how useful it is to consume two glasses
of Horlicks everyday, an advertisement was done where a tuition-going student is given
cookies and fruits at first by his mother and then the scene changes into the boy drinking
a mug of Horlicks.
● According to Walter Thompson’s concept, GSK had an ad campaign where the idea was
to fuel aspiring students and it featured a boy tirelessly building human anatomical
organisms from everyday objects. As the mother is seen asking him whether he wishes
to become doctor, he replies that he also wishes to create medicines which will reduce
patients’ visits to doctors. The tagline “Dudh mein Horlicks Milao, dudh ki shakti badhao”
was introduced in this campaign.

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PRODUCT LIFE CYCLE OF HORLICKS

● Holicks a brand was established 6 decades back in 1960.

● Excels at delivering the benefits customers truly desired.

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