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...