Assignment on Horlicks - 1199 Words

ASSIGNMENT-2 SUB: Pick up a Branded product explain the Segmentation, Targeting, Positioning of the Product HORLICKS - AN INTRODUCTION Horlicks is a name of the company and of a malted milk hot drink. It is manufactured by GlaxoSmithKline in the United Kingdom, South Africa, New Zealand, Bangladesh, Pakisthan, India and Jamaica. Horlicks came to India with British army. British army gave them as a Diet Supplement in the time of World War 1 and then took this as a family drink. It became a sort of status symbol of upper class Indians and middle classes. In recent years, there has been an increase in the scope of the brand in India. Horlicks has become an umbrella brand for a wide variety of products. Now Horlicks is a leading†¦show more content†¦This is probably because whites–whose growth rate is faster than the browns–have the added advantage of being perceived as food which enhances the healthy image of those who are recovering. But gradually they realized that they have to focus on one segment of market that is children. Horlicks is now positioned as a pleasurabl e nourishment drink aimed at children between the age group of 8 -14. Nowadays children have tremendous influence on the things purchased for the family and therefore we want children to prefer Horlicks as a pleasurable nourishment drink. While all the action will be in the general Horlicks segment, the focus of Junior Horlicks (target segment: kids between one and three) will continue to remain the same. Promotion: The company has earmarked around Rs 10 crores for brand promotion throughout 2003, and 70% of this will be spent in next six months. Sixty-five per cent of the ad-spend (around Rs 10 crores) will be for the visualShow MoreRelatedGsk Marketing Planning4419 Words   |  18 PagesPerson10 4.6 Process10 4.7 Physical Evidence10 5.0 Tactics11 6.0 Action Plan12 7.0 Control13 8.0 Summary13 9.0 References14 10.0 Appendices16 1.0 Introduction This assignment is a SOSTAC analysis for our marketing project with GSK whilst incorporating all things associated with SOSTAC. In this assignment we will in detail look at the various aspects effecting out marketing plan and strategy. The Aim of this marketing plane is to regulate and maintain GSK’s positioning in the marketRead MoreAnalyzing Current Sbu’s for Assigning Resources (by Using Boston Consulting Group Approach): Example for Bangladesh Perspective.7819 Words   |  32 Pages1) Filter Paper 2) Quality Tea Leave 3) Refined powder milk 4) Icing sugar Posted by à ¦â€¦Ã  ¦ ®Ã  ¦ ¿Ã  § ¨Ã  § ¦Ã  § §Ã  § ¨ at 12:02 am No comments: Email This BlogThis! 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