Swot Analysis Of Horlicks
1720 Words7 Pages
Term: Term-II
Course Name: Marketing Strategy and Organization
Name of the faculty: Dr. S.R. Singhvi
Topic/ Title : Brand Positioning : Horlicks
Original
or Revised Write-up: ORIGINAL
Group Number: 5
Contact No. and email of Group Coordinator: 7053143435,ft14abhishekrao@imt.ac.in
Group Members: Sl. Roll No. Name 1 1401-01003 Abhishek Rao 2 1401-01021 Anirudh Prakash Menon 3 1401-01051 E. Goutham Harikrishnan 4 1401-03132 Rethin Thomas 5 1401-03175 Tathaghata Ghosh 6 1401-01164 Shray Singhal
Health food Drink Industry
Market Share and Trust Rankings
GlaxoSmithKline’s consumer division is a market leader in the health food drink (HFD) market. Horlicks, Boost, Maltova and Viva - account for 58.6 per cent of the Rs 5,000-crore market. Horlicks and its variants account for almost half the HFD market by volume.
Cadbury India 's Bournvita 17 per cent
Heinz 's Complan, 11 per cent.
The reasons driving this increase can be:
1. Rise of consumption culture
2. Increase of income levels (~$400 in 2001 to ~$1100 currently)
3. Globalisation and exposure to new products
4. Higher rate of urbanization (27% in 2001 to 31% in 2011)
5. Rise of Lifestyle diseases
6. Aggressive marketing by health food and beverages companies
7. Rising awarness among Indian consumers about the strength of traditional foods in terms of quality, purity and benefits
8. They are divided into two categories – White powders (Horlicks, Complan etc.) and Brown powders
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