You are on page 1of 5

Perception survey of Horlicks with a view to find effective marketing strategy through pharmacy

Introduction:
GlaxoSmithKline (GSK) is a worlds leading research-based pharmaceutical company with a powerful combination of skills and resources that provides a platform for delivering strong growth in todays rapidly changing healthcare environment. GlaxoSmithKline A subsidiary of GlaxoSmithKline (GSK) is one of the worlds largest research-based pharmaceutical and healthcare companies GSK , continues to be committed to improving the quality of human life by enabling people to do more, feel better and live longer. The Companys principle activities include secondary manufacture of pharmaceutical products and marketing of vaccines, pharmaceutical and healthcare products. GSK has leadership in four major therapeutic areas- anti invectives, central nervous system (CNS) and respiratory & gastro- intestinal/ metabolic. In addition it is a leader in the important areas of vaccines and has growing portfolio of oncology products. GSK supplies products to 140 global markets and has over 100,000 employees worldwide. GSK has 180 manufacturing site in 41 countries. Its global mission is To improve the quality of human life by enabling people to do more, feel bet ter and live Longer ". The main products of the company are:
Horlicks Boost Junior Horlicks Mother Horlicks

Horlicks Lite Glaxose-D

MOTHER HORLICKS Mother Horlicks is manufactured for lactating mothers. Mothers Horlicks (launched in November96), is a special nourished scientifically designed to help meet the nutritional needs of pregnant and lactating women, as part of a healthy diet. It is made with the natural goodness of Horlicks by a unique spray dried process, which helps make it easy to digest. It is enriched with natural honey, and a combination of vitamins and minerals that not only gives excellent flavor but also help in keeping good health during pregnancy and optimal birth weight of the baby It is also essential for physical and mental development of the growing fetus. When taken during the breast-feeding period the nourishment of Mothers Horlicks helps to improve the quality and quantity of breast milk.

HORLICKS LITE Regular Malt contains the unforgettable taste of malt, wheat and milk in a formulation thats tailor-made for health conscious adults. It is your special flavor of joy, taste and nourishment. Special Lite Horlicks is designed with features like zero added sugar, zero cholesterol and high fiber. Antioxidants like vitamin A, C & E, combined with protein to help in cell maintenance and tissue repair, make Lite Horlicks an ideal choice for adults. Lite Horlicks has been scientifically formulated at the Horlicks Nutrition Academy to cater to the nutritional requirements of adults. It is designed with protein calories as per American Diabetic Association recommendation, which also makes it suitable for people with diabetes. Lite Horlicks is crafted with the natural goodness of malt, wheat and milk to offer essential nutrition. Its packed with vitamins, minerals and protein to help fight fatigue and give you strength and stamina to take on your day, every day.

*Lite Horlicks can be introduced as part of your daily diet plan as advised by your physician.

Current Status: Objective: To know the GSK Horlicks market. To understand the perception of consumers. To understand the perception of the sellers. To identify problems of GSK products marketing through pharmacies. To identify finding that have impact on the Horlicks marketing. Research Design: Data Collection o Primary data collection based on survey. (structured survey five scale Likert
scaling model)

o Interview (structured & unstructured) o Secondary data collection. ( Online & Journals) Survey Design o Random sampling o Target Area (Uttara) Data presentation o Graphs/charts o Frequency o Descriptive statistics Statistical Package o Excel, SPSS Expected Outcome o Understanding the status of current GSK market share in chemist line. o Devising effective marketing plan for Mother Horlicks and Lite Horlicks. o Marketing strategy to increase sales through pharmacies.
o Are the consumers familiar with the awareness of the specific products?

Recommendation o To overcome problems expected to encounter by GSK at pharmacies. o Devising policy to establish branding through pharmacies/ consumer awareness. Hypothesis#1
Null Hypothesis There is no relationship between age of the customers and consumption of health care drinks. Alternative Hypothesis There is significant relationship between age of the customers and consumption of health care drinks.

Hypothesis#2
Null Hypothesis There is no relation with price with nutrition. Alternative Hypothesis There is significant relation with price with nutrition.

Hypothesis#3
Null Hypothesis Sellers do not get any margin from holding GSK products Alternative Hypothesis Sellers get significant margin from holding GSK products

Hypothesis#4
Null Hypothesis The existing packaging of GSK products does not attract customers. Alternative Hypothesis The customers and the sellers are satisfied with the existing packaging of GSK products.

Hypothesis#5
Null Hypothesis The existing promotional campaign for GSK products is not satisfactory. Alternative Hypothesis The existing promotional campaign for GSK products is satisfactory.

You might also like