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GlaxoSmithkline to bolster Horlicks market share through marketing initiatives

06-May-2002
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GlaxoSmithkline to bolster Horlicks market share through marketing initiatives

The Rs 950-crore Glaxo-Smithkline Consumer Healthcare Ltd (GSKCH) is lining up a raft of marketing initiatives to bolster the share of Horlicks in the health food drink market. The company is also running an extensive internal campaign ‘GSK Spirit’ involving its employees.

The company recently inaugurated the Rs 252-crore plant for the production of health food drink Horlicks in Khwera village, in Sonepat district of Haryana. The plant will have an installed capacity of 26,100 tons of Horlicks, in addition to the overall existing capacity of 60,000 mt a year.

According to sources, the company was doing its bit to energise the health food drink market, where Horlicks has a dominant marketshare. However ever they declined to comment on the company’s growth targets after the commencement of the new capacity.

Horlicks is the major growth driver, accounting for over three-fourth of the turnover of the consumer healthcare entity. GlaxoSmithKline (GSK) officials admit that the market is really tough but a sharper foucs on new consumer segments and an aggressive positioning should lift the demand for Horlicks.

Early this year, Horlicks repositioned itself as a ‘resistant-builder’ food drink, to address concerns of stress and pollution-stricken urban population. Even though Horlicks promises the benefit of ‘‘resistant-builder’’, it retains, the earlier plank of ‘Smart Nutrients’, which it adopted in mid-1998 to communicate how the product’s micro-nutrients have direct co-relation with mental sharpness and physical activeness. The advertising account is being handled by creative agency HTA.

Besides relying on conventional bottles, the Horlicks brand is also being aggressively pushed in the market through a mix of refill-packs and bundled gifts (like katoris).

Source: Financial Express

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