Marketing Strategy of Horlicks in Indian Market with Special Reference to Coimbatore

Horlicks is the one of the popular and well known brand in Indian market. It was introduced in India through British
ruling period. Horlicks is a malt based milk drink for health supplement. Initially Horlicks market their product for all age
groups. Then Horlicks update their marketing strategy to attract different segments of people or customers in India. Example
junior Horlicks for kids, women’s Horlicks for specially women, Horlicks lite for diabetic people etc… Horlicks introduced
and update their marketing strategy to attract people in Indian market. In this study aimed to ascertain how people perceive the
marketing strategy of the Horlicks. The tool used for analysis of the result is, simple percentage analysis to analyse the
collected data. The result of the study reveals that how Indian people perceive marketing strategy of Horlicks with limited to
Coimbatore city and suggest to improve Horlicks’s marketing strategy.