Horlicks SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 29, 2020

SWOT analysis of Horlicks analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Horlicks SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Horlicks to benchmark its business & performance as compared to the competitors and industry. As of 2020, Horlicks is one of the leading brands in the food & beverages sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Horlicks competitors and includes Horlicks target market, segmentation, positioning & Unique Selling Proposition (USP).

Horlicks SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Horlicks Brand 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
Horlicks Segmentation

People looking for a healthy drink with milk

Horlicks Target Market

Urban kids and families from the middle & upper class

Horlicks Positioning

Malted milk hot drink

Horlicks SWOT Analysis
Horlicks Strengths

Below are the Strengths in the 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

Horlicks Weaknesses

Here are the weaknesses in the Horlicks SWOT Analysis:

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

Horlicks Opportunities

Following are the Opportunities in Horlicks SWOT Analysis:

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

Horlicks Threats

The threats in the SWOT Analysis of Horlicks are as mentioned:

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 top 5 Horlicks competitors:

1. Complan

2. Cadbury's Bournvita

3. Maltova

4. Boost

5. Milo

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Horlicks. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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