Horlicks SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1751
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SWOT Analysis of Horlicks with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Horlicks

Parent Company

GlaxoSmithKline Consumer Healthcare

Category

Energy Drink

Sector

Food Products

Tagline/ Slogan

Taller, stronger, sharper; Everyday growth everyday Horlicks; The Great Family Nourisher

USP

Horlicks is available for toddlers, growing kids, women and mothers

Horlicks STP

Segment

People looking for a healthy drink with milk

Target Group

Urban kids and families from the middle & upper class

Positioning

Malted milk hot drink

Horlicks SWOT Analysis

Strengths

1. Horlicks has got a strong backing of parent company GSK Consumer

2. UK, India, Hong Kong, Australia etc are some places where Horlicks is supplied

3. Horlicks has many variants i.e. class malt, chocolate, kesar badam, elaichi etc

4. Strong branding & promotion have increased brand awareness of Horlicks

5. Excellent distribution network means Horlicks can be purchased from supermarkets, grocery stores etc.

6. Online presence has encouraged people to buy it

7. Horlicks has products for growing kids, mothers & women

Weaknesses

1. Limited market share owing to strong competition in the sector

2. Horlicks is not as widely available globally as compared to its global competitors

Opportunities

1. Horlicks can increase its presence in Europe & Americas

2. Different packaging styles can help increase sales of Horlicks

3. Diversifying into health snacks can also help the brand catch the market

Threats

1. Intense competition can reduce market share of the brand

2. Alternate health drinks can decrease the sales of Horlicks in the future

Competition

Competitors

1. Complan

2. Cadbury's Bournvita

3. Maltova

4. Boost

5. Milo


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