MARKETING 202.
5
Submitted to:-
Fahad Feroz (FDF)
Lecturer
NSU SBE (Marketing and International Business)
GROUP 4
STUDENT NAME:- STUDENT ID:-
[Link] ZAMAN 173 128 3630
Ishtiaque Hossain Sajid 173 148 5630
Md Habib Hasan Emon 173 130 6030
Easin Sikder Emon 172 181 3630
Shaikh Md Abdullah 153 002 3630
GLAXOSMITHKLINE
ABOUT
Is a science-led global healthcare company with a special
purpose: to help people do more, feel better, live longer.
GSK researches and produces Pharmaceuticals, Vaccine,
Consumer healthcare.
HISTORY
GlaxoSmithKline plc (GSK) is a British pharmaceutical
company headquartered in Brentford, London.
Established in 2000 by a merger of Glaxo Wellcome and SmithKline
Beecham, GSK was the world's sixth largest pharmaceutical
company as of 2015.
VISION :- Help people do more, feel better, live longer. Researching
medicine , vaccine and develop health care products to
improve people’s well being and health care, ultimately
helping them live life to the fullest.
The business is focused around the delivery of three strategic
MISSION:- growth- a balanced global business, deliver more products
of value and simplify the operating model.
GOAL:- Goal is to be one of the world’s most innovative, best
performing and trusted healthcare companies
OBJECTIVES:- Being Innovative , Improving performance , Building Trust
SOCIAL CONTRIBUTION
GSK has been active with the WHO (world health organization) in the fight
against lymphatic filariasis. It provides 600 million albendazole tablets a
year ,until the disease is eradicated.
As of 2014 over 5 billion
WHAT’S 3.3 BILLION TABLETS LIKE?
treatments had been
delivered, and 18 of 73
countries in which the
disease is considered
endemic.
SCIENTIFIC RECOGNITION
Four GlaxoSmithKline scientists have been recognized by the Nobel Committee
for their contributions to basic medical science and/or therapeutics
development. They are :- Henry Dale, John Vane, Gertrude [Link] and George
Hitchings.
OPERATIONS
Significant global presence with commercial operations in more than 150
countries, a network of 86 manufacturing sites in 36 countries and large
R&D centres in the UK, USA, Spain, Belgium and China. Employs over 100
thousand employee’s world wide.
PROFITIBILITY
Financial Year 2016 Sales £27.9bn
o FY 2016 Pharma sales £16.1bn o FY 2016 Vaccine sales £4.6bn
o FY 2016 Consumer Healthcare £7.2bn
o FY 2016 New Pharma and Vaccine product sales of £4.5bn in FY 2016 –
New Pharmaceuticals product sales represented 24% of total 2016
Pharmaceuticals sales .
As of 2013 GSK profits were 21 Billion.
Top sellers Advair, Avodart, Flovent, Augmentin, Lovaza and Lamictal. GSK's
consumer products, which earned £5.2 billion in 2013, include Sensodyne
and Aquafresh toothpaste, the malted-milk drink Horlicks, Abreva for cold
sores, Breathe Right nasal strips, Nicoderm and Nicorette nicotine
replacements, and Night Nurse, a cold remedy.
GSK PRODUCT PORTFOLIO
portfolio
pharmaceuticals
17%
Consumer
26% 57% Healthcare
Vaccines
FAMOUS PRODUCTS AND BRANDS OF GSK
PRODUCT LINES
Oral Nutritional Vitamins & Consumer Digestive Medicine &
Drinks Nutrition Health Skin care
Nutrition
PRODUCT LINES (CONT’D)
ORAL HEALTH CARE CONSUMER NUTRITION & VITAMIN
Consistancy
PRODUCT MIX WIDTH
Paste Mouth Nutrition BISCUT OATS Vitamin & Noodles
wash Drink Nutrition
Horlicks Horlicks Horlicks Scotts MFoodles
Sensodyne Biotene
i
Aquafresh Aqua x
BOOST BOOST MAXI
fresh mint
energy
Product mix length nutrition d
fresh VIVA Horlicks
Paradon- e
tox Creams p
Womens Horlicks t
Polident
Horlicks Nutribar h
MAXI
Line 1
nutrition
LINE 2
LINE LENGTH
PRODUCT LINE:- A product line is a group of related products under a single
brand sold by the same company. Companies sell multiple
product lines under their various brands.
PRODUCT MIX:- Total range of products offered by a company
PRODUCT MIX LENGTH:- Length : Total Number of items in the product line.
PRODUCT MIX WIDTH:- Width : Number of different product
lines carries by the company.
PRODUCT MIX DEPTH:- Depth : Number of version offered of each product in
the line.
Related Unrelated
Diversification Diversification
Medicin Medicin
e e
Vaccine Nutritional
s Drinks
Digestive Skin
health Care
GSK STAR CONSUMER PRODUCT
PRODUCT
MOTO: TALLER , STRONGER ,SHARPER
Combination of wheat, malt, milk and barley that can be easily
digested with a blend of vitamins and minerals.
Horlicks ranked fourth in flavored powder drinks with retail value sales
reaching US$600 million in 2013 alone.
Horlicks has a wide variety of products: Biscuit ,Oats , Noodles , Liquid powder
drink. Comes in different taste and types for different segment of customers.
PRICE
Despite being the market leader
Horlicks has the lowest price.
A 450 gram Standard jar costs
BDT395. In comparison to complan
350gm being 375. 100gm more for
20tk ! . Standard refill 450g, being
375tk same as [Link] MILO
300gm 335tk
BDT
/-
395 or
n ly!F
o gm
450
PLACE
Horlicks is produced, packaged supplied
from GSK plant in Chittagong.
Distributer MUTUAL GROUP. And is sold
at every major city in retail, Chain and
departmental stores. Estimated that
Horlicks is sold at more than 1,00,000
retail stores over Bangladesh.
FUN FACT :-
Owner of Mutual group
Mr. Azim Uddin Ahmed
is member of NSU BOT
PROMOTION
ATL:- [Link]
2. RDC
3. Newspaper printing
4. Digital AV
BTL:- [Link] side Billboard Advert
[Link] walls in various locality’s
[Link] banner/ signboard of retail shops
ATL BTL
DIGITAL AV BILLBOARD
NEWSPAPER
[Link]
TVC
POSTER
TARGET AUDIENCE
Horlicks has product for all kinds of age group and their products are segmented.
1) Horlicks Junior for kids
2) Horlicks Regular is for standard use
3) Horlicks Women’s is for pregnant women
4) Horlicks lite is for adults and diabetic people.
5)Chocolate and flavored for teenagers
PRIMARY TARGET SECONDARY TARGET TERTIARY TARGET
Children between 8-14 Kids between 1-5 Pregnant women
product: Regular / flavored Product: Junior Horlicks Product: Womans
horlicks Horlicks
SELLING STRATEGY
LOW PRICE HIGH VOLUME
VERY COMPETITIVE PRICE
BLEND WITH DIFFERENT FLAVORS
VARIETIES IN PACKAGING
NO OTHER SIMILAR PRODUCT HAS AS MUCH FLAVOR OR ITEMS AS
HORLICKS
RECOMMENDATION
INTRODUCING READY TO DRINK HORLICKS.
TAPPING INTO THE YOUTH MARKET AS A SPORTS DRINK, BEING
FEATURED BY SPORTSMEN.
DEVELOPING A “PREMIUM” HORLICKS AS DIRECT COMPETITION TO
MILO/NESQUIK.
PUBLISHING AND PROMOTING FOOD RECIPES THROUGH USING
HORLICKS.
PENETRATING INTO POTENTIAL MARKET LIKE VIETNAM & INDONESIA.
REFFRENCES
[Link]
[Link]
[Link]
https://
[Link]/2014/09/snapshots-of-glaxosmithklines-con
[Link]
