Arun Hegde, Former MD, Wrigley India ‘Juxtaposition of the sublime and the ridiculous ‘ Horlicks offers a fascinating view of what to do and what not to do, when it comes to brand extensions. This makes one critical of some of its actions that have not been thought through. It had made a bid for its first brand line-extension with biscuits in , but that hardly moved the needle for the company. You must be logged in to post a comment. Stretching into categories in the immediate neighbourhood of the mother brand may be easier than stretching into distant ones: Next Story The strategy and tactics behind the creation of Brand Modi.
This has been seen in strong brands such as Colgate, Nirma, Ponds and Lifebuoy. But stretching into categories in the immediate neighbourhood might be easier than stretching into distant ones. Previous Story Case study: According to Alagh, GSKCH needs to transform brand Horlicks from “purely health, especially aimed at children, to a tasty but healthy positioning” for all. However, their contribution to the company’s kitty has been small.
On this consumsr, the evolution of Horlicks is replete with ideas of dos and don’ts. But stretching into categories in the immediate neighbourhood might be easier than stretching into distant ones. Meanwhile, the health drink itself has multiple variants in different flavours, catering to different consumer segments.
The company then recognised that there was a specific need for toddlers in the one to three years age group and launched Junior Horlicks in Arun Hegde, Former MD, Wrigley India ‘Juxtaposition of the sublime and the ridiculous ‘ Horlicks offers a fascinating view of what to do and what not to do, when it comes to brand extensions. Full marks here definitely. Brands and products tend to age over the years if not nurtured properly. Drypen Drypen provides action-oriented intelligence for management professionals stuvy smart, useful, crisp and just a click away.
Clearly, the strategy of attacking itself, in core Horlicks territory, before cobsumer else does, has worked to keep it ahead.
According to Alagh, GSKCH needs to transform brand Horlicks from “purely health, especially aimed at children, to a tasty but healthy wwomens for all. The company found that women were an ignored segment as there was no specific product addressing their specific need.
It had made a bid for its first brand line-extension with biscuits inbut that hardly moved the needle for the company.
This led to its launch of the “5 Signs of Growth” positioning and campaign. It has also not been successful in finding ways to make Horlicks a more mainstream product gso the north and west of the country.
Next Story The strategy and tactics behind the creation of Brand Modi. Mumbai based firm leaks private data of social media influencers Honor 20 series launched: You must be logged in to post a comment.
Horlicks biscuits, for instance, have been available for years now. Bournvita and Complan were seen to be strong contenders in west and northern parts of the country, so was local player Jagatjit Industries with its brand Maltova and Viva in the north. However, in segments like noodles and snacking where taste is supreme, they will find it difficult to compete with the likes of Nestle and ITC,” says Alagh, the marketing consultant and former managing director of biscuit maker Britannia Industries.
Given that competition was also pumping up volume on the benefit of micronutrients and research-backed offering, in GSKCH again decided to challenge itself to deliver further on its by-now older promise of “Taller, Stronger, Sharper”. It was inwhen Horlicks, the health drink, decided to undergo a revamp and increase its relevance to consumers by introducing flavours like Vanilla, Elaichi and Chocolate.
But this category, too, sees stiff competition from Indian and multinational brands. This led to the launch of Women’s Horlicks increating a blockbuster product. womsns
Horlicks was a family drink until then, the great “family nourisher”. The company has always viewed Horlicks equity as a bank deposit since. Data of Indian caase on Truecaller up for sale at Rs 1.
For the first time, the brand tried to communicate with children, not just their mothers. All branding and communication spoke to different family members and how it meant different things to different people, while the new campaign spoke to children directly.
Horlicks, instead of creating a new brand, is using the horlikcs brand promise for a new product, because, the purpose remains same. You can eat it too and in many forms. But it needs to clearly differentiate its communication for product benefits. Making of a mega brand.
It lays claim to more than half the white-malted beverages market. Print media powers ahead cornering the largest share January 4, By Neeta Nair. This has been seen in strong brands such as Colgate, Nirma, Ponds and Lifebuoy.