In pursuit of the stated objective of making Horlicks a megabrand, GSK announced the launch of Horlicks Oats. According to ET, packaged, ready-to-cook oats marketplace is worth to a greater extent than or less Rs 200 crore as well as growing at 25% . Horlicks expects to leverage its equity inwards the novel production category also.
From salubrious malt drink, Horlicks has come upward a long way. Now the build has expire as well as then big as well as diversified, at that topographic point is no betoken inwards criticizing these extension. ( i tin solely pray for its survival).
Regarding the build extension towards oats, the existing wellness based build association of Horlicks volition last a huge payoff . According to academic researches, consumers evaluate build extension on the solid soil of these parameters -
Brand loyalty towards raise brand
Confidence of consumers most the competence of raise build inwards the novel category
Perceived quality
Positive build associations
Perceived tally betwixt raise build as well as the extensions
Attitude of consumers towards the brand.
For Horlicks, because of its rich heritage as well as production performance, it scores good inwards most of the to a higher house parameters. Hence the chances of consumer lawsuit volition last high compared to whatever novel brand.Brand dilution volition come about sure enough since the build is trying to leverage its expertise inwards besides many categories.
There are also chances of the oats to last viewed every bit a Kid's production since Horlicks inwards Republic of Republic of India traditionally targeted kids. This kid's association may preclude many adults to switch to the brand. However Horlicks volition last addressing this number inwards the launch ad. My feeling is that Horlicks oats volition last targeting the delineate of piece of occupation solid unit of measurement every bit a unit of measurement rather than adults.
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