Group 4
Brand Name Mother Horlicks Mama ProtinX GRD Smart
Company name GlaxoSmithKline Wochhardt Zydus Nutriva
Manufactured at Sonipat Punjab Cadila Healthcare Ltd, Ahemdabad Chennai
MRP Rs. 200 for 500 g Rs. 100 for 200 g Rs. 180 for 200 g Rs. 198 for 200 g
Packaging Plastic Jar Tin Plastic
Eva Care
Hexagon Nutrition Pvt. Ltd
Rs.164 for 200 g
Tin
Identify any unique marketing strategies of any company?
Unification Strategy
Unify all the products together so that a consumer doesnt identify different products as coming from different brands. It is a way to reinforce the brand name Horlicks in the minds of all the consumers across all product categories. The Wave on the packaging shows the activity of a person.
The visual of milk and wheat shows the nourishing capabilities of Horlicks.
Blue and orange colours have been part of the Horlicks family for many years and strongly help to identify the brand. The new logo also plays a role in reinforcing the trust and equity of the brand among the consumers.
If MRP difference between the highest and lowest is >20%, please provide possible reasons how companies with products at higher prices are able to sustain sales?
COST REDUCTION STRATEGIES FOR MOTHER HORLICKS
Aggregation
Spec rationalization
Leveraging the supply chain
Innovations
COST REDUCTION THROUGH PACKAGING STYLES
DESIGN & LOGO
Wave The visual of milk and wheat Blue and orange colours
CHANGES IN PACKAGING STYLES
Packaging in a plastic jar instead of a glass bottle. A uniform size and shape for all bottles.
New design would also be able to act as a strong base for GSK to launch its new brands or sub brands
The Packaging is done in different in different plants spread across various states to save transportation costs
Powder is transported in bulk, bottled and packaged and supplied to the distributors .
It created a second layer of distributors in the smaller towns to supplement the existing chain of around 500 big distributors.
PRODUCT SUCCESS
Attractive packaging and various flavours. Taller Stronger Sharper campaign.
Positioning and repositioning
Advertisement and distribution network.
Vending Machines via Nutritional Food Services Division
Horlicks edges over new Bournvita ++ with their slogan Exams ka booth bhagao.
STRATEGIES TO OVERCOME COMPETITION
Horlicks evolved from a malted dairy drink to an energy drink that was nutritionally fortified with essential vitamins and minerals
Horlicks immediately expanded their advertising, trade promotions and medical promotions. Horlicks acquired Maltova (February 2000) and expanded its market share before Nestle get hold of it.
Horlicks roped in Grand Master Vishwanathan Anand to promote Horlicks as an all round health drink.
Horlicks formulated DHA (Decosahexaenoic Acid) for brain development which got recommendation from the World Health organization
Long line of flavours like elichi, vanilla, chocolate and toffee and the jingle epang, opang, jhapang, epang for iron, opang for vitamin c and jhapang for vitamin d.
Capture the rural market, they achieved this through HUT activities (advertisement campaigns ), promotional shows (magic shows)
Expanding its distribution network
ASHA PROJECT , this project is a new innovation by Horlicks and is acknowledge by the companys key competitor and this product is priced at 40% less than the main stream brand
Antacids
Products: Brand Name
Company
Manufacture MRP d at
Packaging
Digene Syrup
Abbott India Ltd
Goa
Rs. 56
Plastic Bottles
Tricane MPS Gel
RPG Life Science
Ankleshwar, Gujrat
Rs. 58
Plastic Bottles
Ulgel Syrup Aciloc-S Suspension
Alembic India Ltd.
Baddi, Solan, Rs. 52 HP Rs. 60
Plastic Bottles Plastic Bottles
Cadila Ahemdabad, Pharmaceutical Gujrat s Ltd Troikaa Ahemdabad, Pharmaceutical Gujrat s Ltd.
Qulanta Suspension
Rs. 53
Plastic Bottles
Marketing Strategies
Cost Reduction Measures
Converted to OTC product Packaging
Converted to plastic bottles
PRODUCT SUCCESS
No.1 Doctor Prescribed Antacid Digene is the largest - selling antacid in the country and has been associated with various antacid therapy, viz.: antiflatulent activity, coating protection etc. It won the Best Packaging award from the Indian
Institute of Packaging.
Selected among the top ten health brands by Synovate,
an independent research agency
Introduction of variants and new flavors. Innovation in previous product e.g. coating protection. Brand marketing. Attractive packaging Rejuvenation of the existing product e.g. Diagene Fastmelt.
