Horlicks Mission Nutrition

Although Horlicks has been sold in India for 100 years and is the leader in its category of nutritional beverages, its share was declining rapidly as consumers struggled to differentiate it from rival brands.

Horlicks Mission Nutrition

Ruchi SharmaMindshare

Campaign details

Brand owner: GlaxoSmithKlineAgency: MindshareBrand: HorlicksCountry: IndiaIndustry: Non-alcoholic, soft drinksMedia budget (USD): $500k - $1 millionChannels used: Events and experiential, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store media, Public relations, Radio, Television

Executive summary

Horlicks has been sold in India for 100 years and is the leader in its category of nutritional beverages, with more than 44% share of the Indian market. In 2011 its share was declining rapidly as consumers struggled to differentiate it from rival brands. This case study outlines...

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