Marketing Strategy and SWOT Analysis of Horlicks
A malted energy drink called Horlicks is part of GlaxoSmithKline’s (GSK) brand of consumer health products. Horlicks has a significant market share and intense penetration in areas like the UK and India. It is currently available in roughly 13 nations, including the UK, India, Pakistan, Malaysia, Australia, and New Zealand, among others. This blog will further examine its marketing approach to solve the puzzle of Horlicks success.
The study of Horlick’s Mission and Vision statements comes first.
“To build mass awareness”.
The Horlicks mission serves as the guiding concept for all they undertake. In addition to its principles, Horlicks announced four additional expectations in 2018: bravery, responsibility, development, and teamwork. Shared values and expectations guide team members’ daily decisions and actions.
“Looks forward and creates a mental image of the ideal state the organization wishes to achieve.”
Horlicks Consumer Healthcare upholds its critical principles of putting customers first, exhibiting respect for others, acting honourably, and conducting business openly. The firm is eminent for its dedication to enhancing peoples’ lives and supplying them with high-quality goods.
We’ll now examine an Instagram post that illustrates Horlick’s positioning technique.
Horlicks has entered the market for protein supplements with protein+, essential for working professionals, especially for bodybuilding athletes. An intense workout increases the body’s need for protein, and Horlicks is ready to satisfy that need with Protein+. Horlicks Protein Plus contains 16 g of protein in each serving and 33 g every 100 g of the supplement.
The creation of this product has enhanced the protein content of the daily diet. It combines three different protein-rich components to offer a total dose of protein. This mixed bag, according to Horlicks, provides a nourished protein layoff for up to 8 hours after ingestion.
A high-quality protein diet and appropriate exercise may maintain your muscle mass. And you’ll keep your fitness for a more extended amount of time.
According to Horlicks Protein Plus, it is crucial for those over 30. People start to lose muscle after the age of 30. An adult may lose 3–8% of their muscular mass annually.
Although Horlicks represents an appropriate protein, it needs to be evaluated on that basis, even if it may look like the perfect daily nutritional supplement.
Anyone with even a little familiarity with nutrition would realize how inappropriate Horlicks Protein Plus is. A protein supplement must have a lot of protein, fibre, and little to no sugar. You absorb 30 g of sugar for every 33 per cent g of protein. Many individuals are following studied diets, which are utterly unsuitable for Perkins, like an athlete since they only eat good carbohydrates.
We may claim that Horlicks Protein Plus provides a certain quantity of proteins and helps you to satisfy your daily protein needs, but it is not the best option for athletes.
It is available in the delectable flavours of Vanilla and Chocolate. Regarding taste, the product has received favourable reviews. Customers have praised the flavour as being friendly, pleasant, and yummy.
Being a leader, Horlicks undoubtedly carries an endorsement of high calibre. To support its company, Horlicks gets support due to its clear product packaging, labelling, understandable website, and consistently excellent testing powder. Horlicks Protein Plus maintains its commitment to quality.
These arguments lead us to the conclusion that the Everyman is the archetype to which Horlicks belongs.
- The archetype longs for interpersonal relationships.
- The archetype seeks to relate to others and blend in.
- The archetype’s tactic is to create universal, significant values that are typical of themselves and blend in.
- This typology also includes the following brands: Wrangler, Wendy’s, Budweiser, and Discover.
The Everyman archetype’s message levels are the following:
- When feeling isolated and alienated, the archetype advises taking action.
- The archetype is representative of those seeking affiliation because they feel excluded and alone.
- These companies inform us that we must develop social skills, find a place to fit in and find support and camaraderie.
- These companies also remind us of the need to respect each person’s inherent dignity, regardless of their abilities or environment.
The Everyman archetype is ideal if you want to establish your brand identity.
- People might feel like they belong or belong because of its service.
- Its function is something that has frequent usage in daily life.
- Its cost ranges from moderate to low.
- It was developed or is getting promotions by a company with traditional managerial culture.
- It seeks to set itself apart from a more upscale competitors.
We’ll now examine Horlicks SWOT analysis.
Strengths:
An effective distribution network. GSK’s robust distribution actively propels Horlicks, which aids in market penetration and customer outreach to urban and rural consumers.
Substantial Market Share in the relevant nations. In nations like the UK and India, where Horlicks enjoy over 45% of the market share, Horlicks is the market leader in the category. The firm has significant sales and cash flow thanks to its market share.
Various offerings based on the target audience. For different target markets, Horlicks offers a variety of goods. There are Horlicks products for children, moms, and women. This expands its clientele and strategically benefits Horlicks.
Several variations. Horlicks provides a variety of interpretations that cater to various market sectors. Geographically, its offers differ; the Indian market has a unique Badam Kesar (Almond-Saffron) offering.
GSK is the corporate parent. Horlicks is a weapon in the GSK consumer goods arsenal. Thus, GSK offers the brand substantial financial backing and assistance with the distribution.
Weaknesses:
Little global presence. Only 13 nations now sell Horlicks, making it the least prevalent brand globally. It misses out on prospects in other areas since it primarily focuses on its current business.
Too reliant on some nations. Horlicks is popular in countries like India and the UK, which account for a sizable portion of company earnings. This demonstrates how heavily reliant Horlicks is on these nations and how any economic, political, or social shift there might have an impact on Horlicks and its operations.
Opportunities:
Worldwide expansion. Horlicks could consider growing in European and American nations, particularly in those where myriads of people are using GSK products. This may aid in boosting sales and increasing the clientele.
Increase in developing Market penetration. Emerging economies are altering their consumer habits. Furthermore, the emerging markets present the potential for the organization to grow in the future due to changing lifestyles and rising disposable incomes.
Increase of the product line. Children and their parents, especially mothers, have learned to trust Horlicks. This activity might assist Horlicks in launching new products with a health focus. Horlicks may use its reputation to help launch new items to boost sales.
Threats:
Intense rivalry. Horlicks must contend with fierce rivalry from brands like Cadbury’s Bournvita, Milo, Complan, and Maltova. Revenue and market share are both impacted by intense rivalry.
Other dietary beverages. The risk exists that customers will switch from malted beverage products to alternative beverages with beneficial nutrition, such as processed milk, natural or packaged juices, etc.
Cannibalization. One product from GSK in the same category, Boost, is geared specifically for children who enjoy the taste of chocolate. Horlicks depends a lot on Boost while producing its products.
Finally, it’s time to determine Horick’s Segment,
To do so we will view one of their commercials.
Christmas is the ideal time to arrange a trip or activity for the whole family that you can all commit to completing on Christmas. Our kids should treasure the feeling of family connection during this season. You will genuinely incorporate family Christmas values into all of your holiday activities.
Everyone celebrates love during Christmas. Keep encouraging your kids to show impromptu compassion to their loved ones, friends, and neighbours. Teach children that being able to give and improve the lives of others is what brings actual enjoyment rather than always obtaining what they want for Christmas. Bring them along when you visit the needy, give presents to newborns without mothers, etc.
Through this advertisement, Horlicks bring back the traditional idea of Christmas. Cute Christmas-themed PJs, a lovely, cosy Christmas atmosphere, gathering the whole family in the living room enjoying their hot chocolate drinks – these small details have always made Christmas for myriads of people worldwide.
Recently, many young people prefer spending Christmas outdoors, partying till morning with their friends. Indeed, making changes is a must. It adds up some colours to our daily routines. However, Christmas is, first of all, one of the most magical times of the year, and Horlicks makes their customers sleep on the idea of how different and more beautiful this holiday is when you spend it with your relatives.
Therefore, we may infer that the highlighted group within Horlicks are Traditionalists based on some of the traits we have highlighted above.
In that case, what are Traditionalists?
Lifestyle. Values and Attitude.
The primary goal is to support their family as they navigate life.
To prosper in their jobs, traditionalists have given up on their aspirations. They believe they must raise the kids appropriately. And doing one’s job well is considerably more important than living for one’s enjoyment and achievements.
The youngsters have been the main focus of their goals. It is essential to nurture children and impart life skills to them. Even if they are strict with their kids, traditionalists may find it challenging to disobey them.
Food has a huge effect.
Traditionalists ensure that the family eats fresh, high-quality food, but they are not organic and environmentally conscious food zealots.
Brand adoption and use.
Their favourite pastime is spending time with their family.
For traditionalists, cooking for the family is a pleasure. Their families travel together at least once a year. They like going back to places they are accustomed to. For traditionalists, unwinding during vacations is usually a top priority.
They like spending their evenings alone at home.
Traditionalists rarely go out of the house for entertainment or sightseeing.
However, they buy many movies (such as family films, kid-friendly movies, and cartoons) to watch in the evening. They take pleasure in entertaining visitors at their house.
We can now clearly see what makes Horlicks so appealing. We emphasized the critical benefits of Horlicks in this essay. We carefully considered the segment and brand archetypes and the mission and vision statements that serve as their key sources of “inspiration.” However, the corporation needs to take the dangers into account if it is to maintain its standing among the top fashion companies.
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