IIMS Journal of Management Science
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1Mr. Venkatesh KG is working as Business Consultant in Tata Consultancy Services, Chennai, Tamil Nadu, India. He can be reached at venkateshkg89@gmail.com
GSK has been introducing new product lines and is doing line-extension to capture larger market share. The paper gives an overview of the marketing strategy of Horlicks. A detailed analysis of different product lines introduced by Horlicks is discussed. Furthermore, marketing campaigns adopted by Horlicks is discussed, and a brief analysis of competitors in malt-drink industry in India is done. With all these data in hand, an overall picture on what went wrong with Horlicks is inferred, and finally suggestions are given at the end on how to have sustained growth for GSK.
Marketing Strategy, Marketing Campaign, Line Extension
JEL Classification Code: D4
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