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Horlicks
The document discusses the history of Horlicks, a malted milk drink company founded in 1865 in Chicago by brothers William and James Horlicks. It became popular in the early 20th century in polar regions. In 1960, Horlicks established a factory in Punjab, India to produce the drink from buffalo milk. The company's mission is to improve quality of life by enabling people. Its vision is to provide high quality products worldwide. Key competitors include Complan, Cadbury Bournvita, Boost, Milo and Maltova. Horlicks targets urban kids and families from middle and upper classes by positioning itself as a healthy malted milk hot drink.
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Horlicks
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- 2. INTRODUCTION 1865 :Williamand James Horlicks started the company 1883 :William was given a US patent for Horlicks being the first Malted milk drinks mixing powder 1909 :Horlicks became popular in north pole and south pole 1921 :Death of James led the company to split, William having Americas and the son of James the rest of the world 1945 :Company acquired by British Horlicks business 1960 :Factory established in Punjab to make Horlicks from Buffalo Milk
- 3. HISTORY In 1873James Horlick, with his brother William established a company called J & W Horlicks in Chicago USA to manufacture a “malted milk drink” Horlicks was the first invented milk baby food In 1890 the product was imported to UK and later a factory was established in slough, Berkshire, England Horlicks became popular during the world war 1 & 2 Horlicks was imported in India during the year 1930s
- 5. MISSION Improve qualityof human life by enabling people to do more
- 6. VISION To providehigh quality products to each and every corner of the world
- 7. COMPETITORS Complan Cadburybournvita Boost Milo Maltova
- 8. HORLICKS STP Segment Peoplelooking for a healthy drink with milk Target group Urban kids and families from the middle and upper class Positioning Malted Milk hot drink
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