Unilever: Using Horlicks’s Brand Equity to Lead
商品編號：9B20A021
出版日期：2020/03/18
再版日期：
商品來源：
商品主題：International Business; Marketing; Sustainability
商品類型：Case (Pub Mat)
涵蓋議題：brand management;brand equity;market strategy;mergers and acquisitions
難易度：5 - MBA/Postgraduate
內容長度：9 頁
地域：India
產業：
事件年度：2018
In December 2018, Hindustan Unilever Limited announced that it would buy out GlaxoSmithKline Plc’s Consumer Healthcare Ltd. India business, which included popular brands such as Horlicks, Boost, and Viva. With Horlicks in its portfolio, Hindustan Unilever Limited expected to gain market share, draw synergies from individual strengths, and gain access to a larger consumer base. However, India’s health food drink category had registered only single-digit growth in 2017. Its primary target audience of parents, physicians, and nutritionists had concerns regarding the side effects of sugar as a key ingredient in beverages such as Horlicks. With consumer focus shifting to healthier, preservative-free alternatives, among other issues, Hindustan Unilever Limited was faced with a challenge: how could it build on Horlicks’s brand equity to sustain its leadership position in the disrupting health food drink market, leverage its leadership position to grow the company in this segment, and take that growth to double digits?
教學手冊：Unilever: Using Horlicks’s Brand Equity to Lead- Teaching Note
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