Product Analysis

1.Who buys this product?

Horlicks is sold in a number of countries across the world. In different countries, the product has different formulations in order to cater to the following consumer segments :

• Toddlers
• Kids
• Pregnant women
• Breastfeeding mothers
• New mothers

2.What problem will this product solve?

• Caters to nutritional needs of Indian diet.
• Helps meet the requirements of essential nutrients in children, such as irons & vitamins that aid iron absorption.
• Improves attention, concentration & memory as well as physical performance & growth of school age children.

3.Which attributes are important and why?

• NUTRITION SUPPLEMENT- Horlicks is the only health drink, clinically proven in India, to make kids taller, stronger & sharper. According to a test, the children who consumed Horlicks showed significant improvements in height, muscle mass , bone health & attention/concentration.
• DELICIOUS RANGE OF FLAVORS- Horlicks is available in a variety of flavors such as chocolate, vanilla, elaichi etc, giving the consumer a wide range of choice, unlike other health food drinks.
• RURAL REACH- 30-35% of Horlicks sales come from the rural market. It is trying to penetrate deeper into the rural market via satellite distribution chain & promotions. 

4.If this decision is first time, how will it go? If it is repeated, how will it go?

a) When the consumer will purchase horlicks for the first time, he will be pretty satisfied because of its proven results over the years. Also it has been successful to read the consumers and design the variants for each group. The results show the acceptance of the consumers towards the success of the segmentation venture.

b)  The benefits and brand are the key attributes that encourage consumers for the purchase of the product again & again. The only exception being Chocolate Horlicks whose attribute is taste.