Horlicks SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 7474

SWOT Analysis of Horlicks with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

GlaxoSmithKline Consumer Healthcare


Energy Drink


Food & Beverages

Tagline/ Slogan

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


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

Horlicks STP


People looking for a healthy drink with milk

Target Group

Urban kids and families from the middle & upper class


Malted milk hot drink

Horlicks SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Horlicks :

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


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


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


1. Intense competition can reduce market share of the brand

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

Horlicks Competition


Below are the 5 main Horlicks competitors :

1. Complan

2. Cadbury's Bournvita

3. Maltova

4. Boost

5. Milo

The brandguide table above concludes the Horlicks SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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