Brand new identity

Horlicks, the Mega Brand from the house of GlaxoSmithKline Consumer Healthcare, has recently undergone a complete makeover. Having been in India since the 1930s, the brand has gained immense popularity with consumers and has managed to become a Rs 1500 crore mega brand.

For the relaunch of the brand, GlaxoSmithKline is looking at investing more than Rs 300 crore in the next one year. Given the mega plans that GSKCH has for its mega brand, Vrinda Oberai, Franchise India Media, managed to catch up with Puneet Das, GM, Marketing, GSKCH so that she could learn more about their marketing initiatives and their future plans….

Vrinda Oberai (VO): Horlicks has undergone a transformation from a HFD major to a Food & Beverage brand. What has been the driving force in this regard?

Puneet Das (PD): Horlicks is the flagship brand from GlaxoSmithKline Consumer Healthcare (GSKCH) with a 52 per cent market share in the Health Food Drink category. The brand has been in India for over 100 years and has established a very strong equity with consumers. Over the years, it has evolved to become a 1500+ crore mega brand with products under various categories like biscuits, nutribars and the most recent one being instant noodles.

As it prepares to enter the new decade, Horlicks has undergone changes in the look and feel in keeping with the changing times but still maintaining the core values for which the brand stands for across the years, thereby, completing its transition from a Health Food Drink major to a range of food & beverage brand, focusing on the health and wellness category.

It has been a natural progression for Horlicks from a HFD towards a food and beverage brand with its plethora of offerings, thereby cementing its place as a ‘Mega Brand’.

VO: When it comes to re-branding of a prospective brand, what is the kind of research involved?

PD: The research involves an in-depth understanding of the brand, what it stands for in consumers’ mind and then ensuring that those codes are retained. The new look and feel of Horlicks has been arrived at after extensive consumer research and the inspiration has been taken from within the brand itself. For instance, the ‘Wave’ on the packaging symbolises activity and ‘Sfoorti’, the Orange and Blue colours which are strongly associated with the brand have been retained- Blue signifies the Dynamism/ Sfoorti and Orange signifies the association of the brand as the nourisher of the family, the Milk and Wheat logo establish Horlicks as the Great Family Nourisher” and the logo of Horlicks Nutrition Academy reinforces the brand’s trust and equity in the consumers’ minds.

VO:  What are GSKCH’s plans with regard to the up gradation of other product categories?

PD: Innovation is a core component of our growth strategy. We are constantly looking at the fit of our brand portfolio with other product categories, where health can be a key differentiator, to provide consumers, offerings that help them live a healthier life. In the last year and a half, we have extended the Horlicks portfolio into biscuits, bars and instant noodles. We will continue to explore new opportunities across categories keeping in mind the growing needs of the consumers and develop products accordingly.

VO: With regard to the Health and Wellness category, where do you see yourself two years down the line?

PD: GSKCH is looking to leverage the company’s brands & capabilities in the nutrition health space in India and drive consistent organic growth.  We are looking at the right kind of opportunities to establish clear leadership position in the health & wellness industry. In the coming years, we are looking at bridging gaps in the health and nutrition needs of the Indian consumer by growing organically and building the brand from strength to strength.

VO:  Given the kind of competition that exists in the prevalent times, what remains to be your USP?

PD: GSKCH is the leader in the health food drinks industry in India. It is committed to deliver innovative products that help millions of people live longer, healthier and happier lives. Our products are scientifically developed keeping in mind the needs and requirements of various sections of consumers and are suited to their changing lifestyle needs. Horlicks is the only Health Food Drink (HFD) that has been clinically proven in India to make kids Taller, Stronger and Sharper. Products from our Horlicks portfolio have expert and R&D backing by the Horlicks Nutrition Academy and we are focused on extending the goodness of the brand to all members of the family.

VO: What is the marketing strategy that you follow in order to reach the target audience? How do you plan to promote yourself as a Food & Beverage brand as well?

PD: As India makes its historic journey to become a superpower, there are immense numbers of opportunities available for all Indians; thus, the value proposition of brand Horlicks is aimed at providing the family with a healthy choice so as to be in ‘top form’ of health & be ready to grab these opportunities.

We have looked at taking the message across through – Mass media campaign with a range TVC that also brings out that Horlicks is not just an HFD, but a range of food and beverages brand, extensive nationwide activation campaign that will also be announced recently. We also believe in eye-catching visibility at point of purchase to ensure that shoppers are also reminded of the message.

VO:  Has there been any change in the age bracket or the target audiences post re-branding?

PD: Horlicks enjoys a strong equity amongst consumers across all age groups and by extending the brand into newer categories; we plan to extend this goodness of health and nourishment to various sections of the population. We also offer products designed for different life stages e.g. while there’s Mother’s Horlicks for  pregnant and breastfeeding women, there’s Horlicks Lite for 35+ adults, Women’s Horlicks for women of today, there’s Junior Horlicks stage-1 for fussy toddlers & stage 2 for busy preschoolers. With the growing needs of consumers and the changing lifestyle, we have developed products like biscuits, bars and instant noodles under the Horlicks portfolio that cater to all members of the family.