Segmentation, Targeting and Positioning

Segmentation is the process of sub-dividing a whole market in different groups or subsets.
The market of Horlicks is segmented as follows:

GEOGRAPHIC SEGMENTATION- In the northern part of the country, it has a huge demand as a white drink whereas chocolate horlicks is very popular in the southern part of the country.

DEMOGRAPHIC SEGMENTATION-  Here the market is segmented on the basis of the age groups.

• Junior horlicks- for preschool children
• Horlicks regular- for general use
• Women's horlicks-for pregnant and breast feeding women 
• Horlicks Lite-  for health conscious adults and for diabetic people
• Chocolate and other flavored horlicks- for teenagers

Once the firm has segmented the total market, it should select the target market segment or segments for marketing. This is called targeting. 
Horlicks currently focuses on one segment of market that is children between the age group of 8-14. This is so because children have a huge influence on the products purchased for the family. The focus of Junior Horlicks continue to be the kids between one and three while all the action will be in general Horlicks. 

Positioning of a product or service is creating an image in the consumer's mind. 

• Horlicks was initially introduced as both an additive and substitute to milk and positioned itself as a nutritional supplement for the kids.
• In 2003, it positioned itself as a "pleasurable nourishment" by launching its vanilla, honey and chocolate variants. 
• It adopted a new positioning strategy via product packaging which now carries a logo ,'taller, stronger, sharper." 
• Junior horlicks brand has positioned a product exclusively for children of the age group 1-3.
• Today, the brand talks to each member of the family. Its objective is to cater to the needs of all the age groups.