Marketing Case: Key Issues In Horlick's Company
Key Issues in Horlicks Case
Overview :
Horlicks is the malted milk hot drink developed by the founders James and William Horlick in 1873. The company was acquired by Beecham group in 1969. It is now manufactured by GlaxoSmithKline in the United Kingdom, South Africa, New Zealand, Bangladesh, Pakistan, India, and Jamaica, and under licence in the Philippines and Malaysia.
Horlicks is thus an 140+ years old brand. Initially, it was promoted as a substitute and an additive to milk and a nutrient supplement to kids. However, later it was repositioned as “Pleasurable Measurement”.
Horlicks is a major product of GSK product portfolio and contributes almost 80% to the net sales of the company. It’s biggest market is india. It is currently the most widely consumed packaged beverage in India, after bottled water. It is constantly ranked among top 25 Most trusted brands of india.
Brand Extension :
GlaxoSmithKline felt a dire need to extend the brand as horlicks account for 85% of the company’s revenue. Hence, there’s a huge over dependence on horlicks. By pushing it to newer segments of the market, Horlicks has become an umbrella brand for a wide variety of products.
Other Reasons and examples of brand extension are :
To remain in market, Horlicks needed to diversify in other categories.
To move from just being health beverage maker to FMCG segment.
Foodles: Foodles was launched in the noodles category. Foodles has already gained significant market share in South and East
Tyson Foods History
1388 Words | 6 PagesTyson’s Food History Tyson Foods was a family own company that was founded in 1931 by John W. Tyson who move from the East to the Midwest during the great depression, he was looking for a new opportunity to provide for his family, during the time of war world II there was a ration of food for the country but one thing that was not ration was poultry and that how Tyson foods started they started delivering chickens to the bigger super markets of the Midwest. The son of John Tyson started working on the family business as a general manager in 1963 he became the vice president of Tyson’s Foods, at the same time the company was introduce to the public and they started to package their product and selling with their name on the package instead
Target Corporation Business Strategy
328 Words | 2 PagesTarget Corporation (NYSE:TGT) is one of the most recognized discount retailer that provides upscale, trendy merchandise at affordable prices. The company was founded by Draper Dayton in 1902. The first store was opened in Roseville, Minnesota during 1962. As a result of Target’s continued success, its parent company, The Dayton Hudson Corporation was renamed to Target Corporation in 2000. Currently, Target is the second largest retailer and mass merchandiser in the United States.
Business Case Study: Jurlique International Pty Ltd.
2179 Words | 9 PagesBesides being one of the leading brands of Australia, Jurlique has competitors like L’OREAL which are International brands, dominates the Australian market. This has affected the sales of Jurlique. Unlike in Australia, Chinese are very inspired by the Jurlique’s story, of Growing 95% of ingredients in their own 153 acre
A Case Summary Of Falstaff Brewing Company
482 Words | 2 PagesB. Falstaff Brewing Corporation produced and sold beer under “Falstaff Lite Beer”. C. Miller argued that the term “Lite” was known under its own brand name and would mistake consumers with Falstaff brand under Lanham Trade-Mark Act. D. It was determined that
Marketing Strategy: Case Study: Houzit
1803 Words | 8 PagesCASE STUDY: You are the marketing manager for a chain of home-ware stores in Brisbane called Houzit. The marketing plan for the 15 Houzit stores was developed over 12 months ago and you are actively engaged in implementing the strategies to achieve the marketing objectives. Specifically, you are instigating those marketing activities that meet the marketing objectives of a 12% market share (up from 11%) and an increase in sales by 8.5% over last year’s result. No expansion stores are planned during this phase of consolidation and on average the stores achieved $24,680 per week for the year.
What You Eat Is Your Business By Radley Balko Analysis
1610 Words | 7 PagesThe addictive food that is sold by supermarkets is made to appeal to the consumers’ taste and make them addicted to it. In Michael Moss’ “The Extraordinary Science of Addictive Junk Food,” he mentions that the potato chip is a snack that provides a feeling of pleasure as well as a rewarding sensation in the brain through its coating of salt and fat (490). Small details food companies put in the food make a difference in the taste, which tends to attract more consumers without them aware of how they are being addicted to the food. In food companies’ perspective, the engineering of food to add more flavor and attract more consumers has no issue since it is how companies make their profits. Stephen Sanger, head of General Mills and the Yoplait brand, was able to produce $500 million in revenue from a new dessert that originated from the yogurt since it maintains a nutritive image with consumers (Moss 475-476).
Marketing Strategy: Trader Joe's Business Strategy
1120 Words | 5 PagesFor the business-level, Trader Joe’s adopted a differentiation focus strategy. According to our textbook with this strategy, Trader Joe’s seeks to differentiate in its target market. They rely on providing better service than broad-based competitors. Specifically, they focus on the special needs of the buyer in other segments (Dess, Page 159). Joe’s differentiates its self from other grocers by providing a unique shopping experience fortified with their private label goods and great service from their crew members.
Case Study: Vera Bradley
1563 Words | 7 PagesMarketing has become one of the most important factors for a company to be able to implement. It could simply make or break the companies’ success. One company that uses marketing in a variety of ways is Vera Bradley. They create, communicate, and deliver value in a very well represented way. Vera Bradley’s mission states is, “To design, manufacture and internationally market a distinctive line of superior quality handbags, travel items, stationery, eyewear and accessories that convey the Vera Bradley image and unique lifestyle.
Case Study Newell's Corporate Strategy
965 Words | 4 PagesSM-II ASSIGNMENT-3 Group-10 Manish Kumar (14PGP025) Robin Singh (14PGP059) Chythra TC (14PGP014) Vivek Singh (14PGP054) Q1. Does Newell have a parenting advantage (in other words, does it have a successful corporate strategy)? How does Newell create value, i.e. how does it enhance the competitive advantage of its businesses?
Macro Environmental Analysis Of Nike
2130 Words | 9 PagesTheir target customers are young people in all kinds of education levels, religions, race and nationality. The occupation of their target customers could be very wide but mainly are sports player and athletics. It is because athletics are more rapidly to use sports products than other people. Their target customers are from different generations: Generation X, Generation Y. Psychographic Their target customers are people who care more about the utility and quality of the product than the price.
Marketing Strategy Failure: Gap Inc.
2384 Words | 10 PagesMarketing Management Project PROJECT OUTLINE: Choose one company which has a turnaround in the past and one company which failed in the past. Discuss each company’s marketing strategy and reasons for their success or failure. Marketing Strategy Failure: Gap Inc. How Gap turned into Crap! What went wrong?
The Change Management Case Study: Nestle
1225 Words | 5 PagesIn 1905 Nestle mergered with another company called Anglo –Swiss Milk Company which was established in 1866 by George and Charles who were brothers but retained its original name. The new Nestle company started new factories in many countries like Britain, Spain, Germany united states and Australia. During the First and the second world war the company grew significantly and started manufacturing variety of products. The Nestle company has made a good number of acquisitions which includes, Findus in
Nestle Total Quality Management Analysis
1019 Words | 5 PagesNestle is considered one of the largest food and beverage company worldwide. Nestle first opened its factory in 1866 in New Zealand and have successfully grow and recognize all over the world. Today, nestle own branches almost in every country in Europe, South America, Asia and other continents. The products that they produce are coffee, bottled water, milk products, tea, breakfast cereals, biscuits, baby food and many more. Looking at their annual report, their revenues clearly state that they are the most preferred food and beverage.
Marketing Strategy Of Amul Butter
3523 Words | 15 Pages• Builds upon customer values and traditions Amul has understood that Indian values and traditions should be the top priority in marketing the product and hence it mainly focusses on adding culture to the product. • Largest chain of distributers and retailers in India Amul is known to be the largest FMCG in India. With a network of 2.8 million dairy farmers, 3500 distributers and 5 lakh retailers, it is one of the biggest business house in
Nestle Milo Case Study
1047 Words | 5 PagesThe health food drinks market is highly competitive with various heavy players like GSK, Cadbury, Nestle, Heinz etc. The health food drinks market is divided into white beverages and brown beverages. Horlicks with 36.2 % market share leads 5500 crore health food drinks market. Bournvita is leader is brown beverage category followed by Boost. Nestle Milo a relative new entrant to the market was launched in India in 1996.
More about Marketing Case: Key Issues In Horlick's Company
Tyson Foods History
1388 Words | 6 PagesTarget Corporation Business Strategy
328 Words | 2 PagesBusiness Case Study: Jurlique International Pty Ltd.
2179 Words | 9 PagesA Case Summary Of Falstaff Brewing Company
482 Words | 2 PagesMarketing Strategy: Case Study: Houzit
1803 Words | 8 PagesWhat You Eat Is Your Business By Radley Balko Analysis
1610 Words | 7 PagesMarketing Strategy: Trader Joe's Business Strategy
1120 Words | 5 PagesCase Study: Vera Bradley
1563 Words | 7 PagesCase Study Newell's Corporate Strategy
965 Words | 4 PagesMacro Environmental Analysis Of Nike
2130 Words | 9 PagesMarketing Strategy Failure: Gap Inc.
2384 Words | 10 PagesThe Change Management Case Study: Nestle
1225 Words | 5 PagesNestle Total Quality Management Analysis
1019 Words | 5 PagesMarketing Strategy Of Amul Butter
3523 Words | 15 PagesNestle Milo Case Study
1047 Words | 5 Pages