Horlicks Final

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- Perceptual Interpretation

- First impressions – As it is said that you will never get a second chance to make a first impression as it tends to last long. Majority of the consumers of Horlicks have mostly had a good impression of it on their mind. In our survey we asked respondents about their first impression of Horlicks and we found that 33.3% of them consider it as healthy which is followed by 25.0% of the respondents consider it as tasty. (Fig. 12)

- Physical Appearance – People tend to attribute the qualities they associate with certain types of people to others who resemble them, whether or not they consciously recognize the similarity. According to our survey we have found out that 54.0% of the respondents agree that they personally connect themselves with the TV advertisements of Horlicks, while 24.3% of the respondents were neutral about it. Therefore, majority of the respondents associate themselves with the Horlicks advertisements. (Fig. 10)

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CONSUMER IMAGERY

Brand Image

The desired outcome of effective positioning is a distinct “position” (or image) that a brand occupies in consumers mind. According to our survey we found out that 51.4% of the respondents will move to some other store and look for Horlicks if they didn’t find it in the current store, while 32.4% of the respondents will postpone their decision to buy Horlicks if they didn’t find it in the current store. So majority of the respondents are brand loyal while purchasing the health drink. Majority of the parents consider it as an integral part in their child’s growth. (Fig. 8)

Package Image

In addition to the products name, appearance, and features, packaging also conveys the brand’s image. According to our survey, 51.3% respondents are satisfied with the packaging of the Horlicks. Among this 21.6% of the respondents are very satisfied with the packaging, while 27.0% of the respondents are neutral towards the packaging of the product and believes that it doesn’t play a vital role in their purchase decision.Horlicks comes in an orange and blue bottle with the image of barley, milk and 5 signs of growth which depicts health. So consumers can associate Horlicks as a vital health drink for their children. (Fig. 7)

Perceived Price

It is a customer’s view of a value that he/she receives from the purchase. According to our survey we found out that 43.2% are satisfied with the price of Horlicks. Among this 16.2% are very satisfied with the price. On the contrary only 16.2% are dissatisfied, out of which only 2.75 are very dissatisfied.(Fig. 6)

CONCLUSION

We can see that Horlicks is a strong pull brand and it has a very strong favorable consumer attitude towards it. As a brand Horlicks try to leverage this positive attitude to increase their market share and improve on their market positioning as the leader.

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ANNEXURE[pic 4]

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Figure 2

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