Vanilla, toffee, elaichi, chocolate and more, India is a key market for Horlicks!
GlaxoSmith
Kline is promoting Horlicks in India in a very aggressive manner. Proof: Last year consumers voted it at Rank 83, this year it has jumped up 26 notches to sit happily at Rank 57. Though many may argue that this may be due to its rivals losing visibility, the fact remains that here is one brand that has made a lot of progress in the last year. Says Zubair Ahmed, MD-GlaxoSmithKline Consumer Healthcare: “In 2007, our single minded focus will be on profitable top line growth. We expect such growth to be fuelled by our brands Horlicks and Boost, behind which we will continue to invest aggressively.” Another reason that can be attributed to the success of Horlicks is the tie up with the movie ‘Superman Returns’. Earlier, the brand had also teamed up with ‘Ice Age 2’ to promote the drink, instantly heightening the brand recall among kids. More recently, Horlicks also teamed up with the Hollywood blockbuster Spider-Man 3 in India to charm even more young adults into its growing breed of brand loyalists. Over 2 billion cups of Horlicks are drunk every year in India and going by the current market wave, seems the drink will be way ahead of its rivals for a long long time to come.For more articles, Click on IIPM Article
Source : IIPM Editorial, 2008
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