Horlicks is a known product of GSK which is recently purchased by another giant company Unilever. GSK sold the brand because for last few years the market for this brand is in unfavorable condition. GSK also faced challenges to adopt proper strategy to match the target market with required quality and price. Whereas Unilever is trying to explore beverage industry with two key strategic goals: increase its presence in health food category and in high growth emerging market. The GSK portfolio includes the hugely popular Horlicks and Boost brands – Horlicks commands a volume market share of around 50% in India. The brands offer a range of beverage-based nutrition products that support critical supplementation needs across life stages, with a portfolio addressing child and toddler nutrition, women’s wellbeing and adult wellness. They are backed by strong research and clinically backed claims. So Unilever feels that it is also an opportunity and a privilege to combine their respective strengths and work towards broadening our social impact to help our country address the challenges of malnutrition, obesity and micronutrient deficiency. a) Considering the given situation what kind of message strategy and creative strategy the company should following and how? (Instruction: Use bullet points) (Max 150 words) b) Now in this circumstances what strategy Unilever should go for Horlicks- Brand reinforcement or revitalization. Give 2 justifications for your opinion. (Max 80 words)
1) Horlicks is a known product of GSK which is recently purchased by another giant company Unilever.
GSK sold the brand because for last few years the market for this brand is in unfavorable condition. GSK
also faced challenges to adopt proper strategy to match the target market with required quality and price.
Whereas Unilever is trying to explore beverage industry with two key strategic goals: increase its presence
in health food category and in high growth emerging market. The GSK portfolio includes the hugely popular
Horlicks and Boost brands – Horlicks commands a volume market share of around 50% in India. The brands
offer a range of beverage-based nutrition products that support critical supplementation needs across life
stages, with a portfolio addressing child and toddler nutrition, women’s wellbeing and adult wellness. They
are backed by strong research and clinically backed claims. So Unilever feels that it is also an opportunity
and a privilege to combine their respective strengths and work towards broadening our social impact to help
our country address the challenges of malnutrition, obesity and micronutrient deficiency.
a) Considering the given situation what kind of message strategy and creative strategy the company
should following and how? (Instruction: Use bullet points) (Max 150 words)
b) Now in this circumstances what strategy Unilever should go for Horlicks- Brand reinforcement or
revitalization. Give 2 justifications for your opinion. (Max 80 words)
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