Market Segmentation

Horlicks segments its market across various dimensions to cater to a wide array of
consumers, including by age and gender.

1. Demographic Segmentation

Horlicks tailors its product offerings based on age and gender to meet the distinct nutritional
needs at each stage of life.

• Age-Based Segmentation:
o Children (Under 12): Products like Horlicks Junior, Horlicks Chocolate, and
Horlicks with Essential Vitamins are designed to cater to the growth needs of
children, providing essential nutrients like protein, vitamins, and minerals.
o Adolescents and Young Adults (12-30 years): Products like Horlicks
Protein+, Horlicks Classic, and Horlicks Women (for young women) help in
building immunity, muscle mass, and bone health, especially for those
engaged in physical activities.
o Adults (30-50 years): Products such as Horlicks Classic, Horlicks Women,
and Horlicks Nutritional Drink provide nutrition and energy to meet the
demanding lifestyle of working professionals and middle-aged adults.
o Seniors (50+ years): Products like Horlicks Senior and Horlicks Nutritious
Health Drink address the specific needs of older adults, including bone
strength, immunity, and maintaining vitality in later years.
• Gender-Based Segmentation:
o Women: Products like Horlicks Women are specially formulated for women’s
health, including nutritional needs related to hormonal balance, pregnancy,
and overall wellness.
o Pregnant Women: Horlicks Women or potentially dedicated products like
Horlicks for Pregnancy could be marketed to pregnant mothers, focusing on
specific nutrients such as calcium, iron, folic acid, and protein, which are vital
during pregnancy.
o Men: Men, especially those with active lifestyles, can benefit from products
like Horlicks Protein+ that offer higher protein content for muscle recovery
and maintenance.

2. Psychographic Segmentation

This segmentation focuses on consumer lifestyles, values, and attitudes, including health-
consciousness and lifestyle choices.

• Health-Conscious Consumers:
o Pregnant Mothers: Looking for balanced nutrition and a safe, tasty
supplement to their diet to ensure both maternal health and fetal development.
o Fitness Enthusiasts: Both men and women who want to improve their
performance, muscle strength, and overall health by incorporating additional
protein and essential nutrients into their diet.
 • Busy Professionals: Both men and women, especially in urban areas, seeking
convenient, nutritious drink options that are easy to incorporate into a busy lifestyle.

3. Behavioural Segmentation

Here, segmentation is based on how customers behave when choosing a product, including
benefits sought, occasions, and usage patterns.

• Occasions:
o Breakfast: A common consumption occasion, where families may use
Horlicks as a quick, nutritious start to the day.
o Midday Energy Boost: Adults, especially working professionals, may use
Horlicks for a healthy energy boost.
o Health Maintenance for Pregnant Women: Pregnant women often require
regular nutrition and may consume Horlicks to supplement their diet.
• Benefits Sought:
o Pregnant Mothers: A nutritional drink that provides essential vitamins and
minerals required for pregnancy, particularly folic acid, calcium, and iron.
o Children: Nutritional support for growth and development.
o Adults: Energy, immunity, and overall well-being.
o Fitness Enthusiasts: Protein, recovery, and muscle maintenance.

4. Geographic Segmentation

Horlicks adapts its products for different geographic locations, keeping in mind regional
tastes and preferences.

• Urban vs. Rural: Horlicks offers different pack sizes to cater to the purchasing power
of urban and rural populations, with smaller, more affordable sizes for rural areas.
• Regional Preferences: Certain flavors or ingredients might be marketed differently in
various regions (for example, chocolate-flavored Horlicks might be more popular in
urban areas, while traditional malt flavor might do better in rural regions).

Market Targeting

Market targeting involves evaluating different segments and deciding which to focus on.
Based on the segmentation, Horlicks targets several distinct market segments:

1. Children and Parents (Primary Target Market)

• Products: Horlicks Junior, Horlicks Chocolate, Horlicks with Essential Vitamins.

• Age Group: Primarily targeted at children (up to 12 years), though parents
(particularly mothers) are the primary decision-makers.
 • Needs: Parents seek healthy, nutritious options for their children, ensuring they
receive essential nutrients for growth and development.
• Benefit: Supports healthy growth, development, and immunity in children.

2. Health-Conscious Adults (Including Pregnant Women)

• Products: Horlicks Classic, Horlicks Women, Horlicks Protein+, Horlicks

Nutritional Drink.
• Age Group: Adults aged 18-50 years, with a special focus on women (and pregnant
mothers).
• Gender-Based: Women are a core target here, particularly those concerned with bone
health, weight management, pregnancy, and general wellness.
o Pregnant Women: Horlicks Women can be marketed for women during
pregnancy, emphasizing its calcium, iron, and protein content for maternal and
fetal health.
• Needs: Adults looking for quick and nutritious meal alternatives or energy-boosting
drinks.
• Benefit: Provides a healthy, easy-to-consume beverage with vital nutrients that
support immunity, energy, and overall well-being.

3. Seniors and Elderly Individuals

• Products: Horlicks Nutritious Health Drink, Horlicks Senior.

• Age Group: 50+ years.
• Needs: Older adults require additional nutrition to maintain health, particularly bone
strength and muscle mass.
• Benefit: Helps maintain vitality, bone strength, and immunity in older adults.

4. Active Lifestyles (Fitness Enthusiasts)

• Products: Horlicks Protein+, Horlicks with Protein.

• Age Group: Both young adults and middle-aged consumers (primarily 18-45 years).
• Needs: Fitness-conscious individuals or those with an active lifestyle need additional
protein for muscle recovery and performance.
• Benefit: Provides a high-protein drink to support muscle building, recovery, and
energy levels.

5. Pregnant Mothers

• Products: Horlicks Women (could also market products specifically for pregnancy, if
available).
• Age Group: Primarily women in their 20s-40s who are pregnant or planning to get
pregnant.
• Needs: Pregnant women need products with fortified nutrients like folic acid, iron,
calcium, and protein.
• Benefit: Ensures adequate nutrition during pregnancy, supporting both maternal
health and fetal development.

Market Positioning
Horlicks is positioned as a nutritious, trusted health drink that caters to every age group,
from children to seniors, and importantly, pregnant women. The brand uses its legacy and
heritage to emphasize trust and quality, positioning itself as a solution that promotes overall
health, immunity, and growth. Here's how Horlicks positions itself with respect to age and
gender:

1. Nutritional Value for Every Life Stage

• Positioning Statement: “Horlicks offers tailored nutrition to meet the specific health
needs of children, adults, seniors, and pregnant women. From growth and immunity
for children to bone strength and energy for adults and seniors, Horlicks is your
trusted partner in health at every stage of life.”
• Competitive Advantage: Horlicks isn't just a drink—it's a nutritional supplement.
It offers a comprehensive range of nutrients that address the diverse needs of
consumers, including pregnant women, by adding nutrients like folic acid, calcium,
and iron.

2. Trusted Heritage

• Horlicks leverages its strong heritage (over 100 years in India) to reinforce trust. The
brand is perceived as a reliable, scientifically-backed product that supports health for
families at every stage, including pregnancy.

3. Great Taste and Convenience

• Taste: Horlicks positions itself as a delicious, easy-to-consume option with various

flavors like malt, chocolate, and vanilla that appeal to both children and adults. For
pregnant women, the focus is on making it enjoyable to consume while getting
essential nutrients.
• Convenience: A quick, easy-to-make drink, suitable for busy individuals, parents, and
pregnant women who need to supplement their diets on the go.

4. Specialized Products for Pregnant Women

• For Pregnant Mothers: Horlicks could offer special products that focus on the
nutritional needs of expecting mothers, ensuring they get the right balance of iron,
calcium, folic acid, and protein.

CONCLUSION

In conclusion, Horlicks exemplifies the effectiveness of strategic marketing management

through its comprehensive approach to market segmentation, targeting, and positioning.
By continuously adapting to the evolving nutritional needs of its consumers, from children to
pregnant women, and offering specialized products, the brand has cemented its position as a
leader in the health drink category. Horlicks not only satisfies a broad spectrum of consumer
needs but also builds deep consumer loyalty through its legacy, reliability, and innovation in
health and wellness