Marketing Article By Akshaay Behl on "Horlicks Foodles"

Hey Folks, Please go through this article what i shared with you all in class on " NOODLES" from Horlicks and also please study the noodle market in India.
My Article has been taken from Economic Times dated 03.02.2011, page 10 in the "SPECIAL FEATURES segment."
My highlight on the above is as follows:-
GSK Consumer is pushing "HORLICKS", its superbrand into new product categories. The strategy could either be a growth supplement or a brand destroyer.

GSK under the leadership of ZUBAIR AHMED has grown at a good pace and he is still hungry in terms of thinking out of the box. After launching some Horlicks variants, GSK is now throwing itself into new brand extensions i.e; new products to shift gears. Under Ahmed's leadership GSK has increased its sales from 1210 crores in 2006 to 2306 crores in 2010; while the profit moved up from 126 crores in 2006 to 300 crores in 2010.

NOW WHAT REALLY WORKED FOR HORLICKS:-
Junior Horlicks:- It was launched in 1995 and targeted the children in the age group of 2-5 years. It is now a 160 crore brand.

Mothers Horlicks:- It was relaunched in 2005, and aimed at pregnant and lactating mothers and has maintained a niche position. Also after this came in the Womens Horlicks in 2008 to help fill in the dietary gap of essential micronutrients - vitmains and minerals.

Horlicks Lite & Lite Bite:- A nutritional drink and snack formulated for health-concious adults.

WHATS NEW ON THE CARDS FOR HORLICKS:-
Horlicks Foodles- It was launched in mid 2010 and claims a 6% market share within 6 months of its launch.
Horlicks Cream & Cookies:- A category growing at 20% a year makes the company hopeful about the same. However, competition from big rivals will be stiff.
Horlicks Nutribar & Cereal Bars:- It was launched two years ago and wil essentially be a metro phenomenon, but helps in Brand visibility.
Horlicks Cornflakes & Breakfast cereals:- After a soft launch last year, it is being rolled out nationally. It is intended to give Horlicks a bigger play on breakfast tables in urban households.

Now what basically worked for them in this product "FOODLES" is that they were addressing the same target group ( that consumes HORLICKS) and providing consumers with a range of healthier options under Brand "Horlicks." The company is now planning to launch products into categories like breakfast and mid day meals under their "Horlicks" brand.

Thanks and Njoy.......tc