A

PROJECT REPORT ON
SUPPLY CHAIN MANAGEMENT OF HORLICKS

SUBMITTED TO: SUBMITTED BY:

MS. PREETI SINGH PRAGYA GANGWAR

FACULTY: MARKETING WINTER 08-10

DELHI BUSINESS SCHOOL ROLL NO.: DBS/0810/W189

 Content

1. History of GSK

2. About Horlicks

3. Products

4. Manufacturer

5. Addresses of distributors and retailers

6. Graphs

7. Bibliography
 HORLICKS the Health Drink

About GSK:

GlaxoSmithKline:

We have a challenging and inspiring mission: to improve the quality of human life by enabling
people to do more, feel better and live longer. This mission gives us the purpose to develop
innovative medicines and products that help millions of people around the world.
Headquartered in the UK and with operations based in the US, we are one of the industry
leaders, with an estimated seven per cent of the world's pharmaceutical market.
As a company with a firm foundation in science, we have a flair for research and a track record
of turning that research into powerful, marketable drugs. Every hour we spend more than
£300,000 (US$562,000) to find new medicines.
We produce medicines that treat six major disease areas – asthma, virus control, infections,
mental health, diabetes and digestive conditions. In addition, we are a leader in the important
area of vaccines and are developing new treatments for cancer.
We also market other products, many of which are among the market leaders:

1. over-the-counter (OTC) medicines including Gaviscon and Panadol

2. dental products such as Aquafresh and Macleans
3. smoking control products Nicorette/Niquitin
4. nutritional healthcare drinks such as Lucozade, Ribena and Horlicks

About Horlicks
BRAND: HORLICKS

COMPNAY: GALXO SMITHKLINE

Horlicks is the name of a company and of a malted milk hot drink, which is claimed to
promote sleep when consumed at bedtime. It is manufactured by GlaxoSmithKline in the United
Kingdom, India and Jamaica

By far, the biggest market for Horlicks is India, where it has traditionally been marketed as 'The
Great Family Nourished.' New products have been developed specifically for India, such as
alternative flavors and special formulations for young children and breast-feeding mothers.
Claims by GlaxoSmithKline India in 2005 that Horlicks encourages growth and alertness in
children has, however, caused some controversy. Junior Horlicks 1-2-3 is a large extension that
is specially designed for pre-school children. Horlicks is also available in biscuit forms. In 2005,
Horlicks Lite was also introduced targeting older consumers and does not contain any cholesterol
or added sucrose. In addition, the company has introduced Cereal Bars under the name Horlicks
NutriBar exclusively for India

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14.
15. Products:
16.
17. Product mix:-
P1 P2 P3
Nutritional Vending OTC
Horlicks These are machines like Crocin
coffee machine .
Mother Horlicks ENO
Junior Horlicks Eno tab
Horlicks lite Iodex
Horlicks biscuit Iodex power cream
Boost
Maltova
Viva
18.
19. I choose the Horlicks for the supply chain.
20. Horlicks is the leading health food drink in India. It occupies 50% share of Health Food
Drink market. (A.C.Neilson report on market). It is popular brand since1930’s.
21. Today, the modern Horlicks stands for trust and its promise of `pleasurable Nourishment’
with a delicious range and flavors.
22.
23. Flavors of Horlicks:
24.

• Chocolate
• Vanilla
 • Elaichi
• Honey

Types of nutritional product of GSK: (Types of horlicks):

Horlicks: Mother Horlicks:

Horlicks Ninja: Junior Horlicks:

Horlicks Lite: Horlicks biscuit:

Other nutritional product:-

Boost: ‘Boost is the secret of winning energy’. Boost is the India’s leading
malt based Health food drink in a chocolate flavor. It has markets share of 13% country wide
amongst all health food drink (HFD).

Maltova: ‘The yummy Chocó malt-

drink’. It’s a health food drink which is extremely tasty and makes nourishment truly enjoyable
and exciting.

Viva: ‘Start to a bright and healthy day’. Viva is based on

the belief that a good start to the day ensures the rest of it goes well too.

MRP PRICE:
MRP PRICE: 131 RS., WEIGHT:- 500GM
JUNIOR HORLICKS:

MRP PRICE: 150RS. WEIGHT: 500GM.

Ingredients of Horlicks:
• Malted Barley
• Wheat Floor
• Dried Skimmed Milk
• Sugar
 • Whey Powder
• Milk Protein
• Calcium Carbonate
• Hydrogenated Vegetable Fat
• Salt
• Lactose
• Potassium Bicarbonate
• Vitamin C
• Niacin
• Vitamin E
• B6
• B1
• B2
• Vitamin A
• Folic Acid
• Vitamin D
• Vitamin B2

PROCESS OF SUPPLY CHAIN:

MANUFACTURER C&F DISTRIBUTER WHOLSALER

CONSUMER RETAILER

MANUFACTURER-
GSK (GlaxoSmithKline)
United Kingdom

Agent: C&F and Distributer

Address:

GL Parnami Marketing Company

Gurgon

It takes order from direct to the company and distributes it to the distributers according to their
requirement. They take the order by truck and by other vehicle (road transportation). According
to GL Parnami the total sale of Horlicks in Faridabad is around 50 lakhs (app.).

How C&F works:

The C& F contact direct to the company and company tie up with particular C&F to distribute
their products.

Distributer:

Distributer goes to the direct to C&F or C&F comes to the distributer and they tell the amount of
product according to the requirement sometimes distributer pick the product them self or
sometime C&F drop the product to the distributer. The distributer forwards it to the wholesalers.

Addresses of distributer:

1. GSK& Associates

559Sec-16, A

Faridabad.

2. Rajeev sales agency

Old Faridabad.

There is no agent between C&F and Distributer.

Wholesalers:
These people again send their product to the retailers. In this retailer contacts to the wholesaler
by phone or direct and deal with them. They bring products by auto or vein or own vehicle and
from retailers consumer consumes the products. Wholesaler sold their producy around 20,000 lot
every month.

Transportation: by auto and personal vehicle

Sale: The new order place after 10 or 15 days.

Addresses:

1. Princ general store

Gopi colony, old Faridabad.

Ph. No. - 91-4077361

2. Rani general store

22 feet road. Sanjay colony
Sec-40, Faridabad.

3. Sonia general store

25 feet road, sec 48
Sanjay colony, Faridabad.

4. Dinesh general store

22 feet road,
Sec- 48, Faridabad.

5. Sharma general store

1517, road 33
Sec. - 48, Faridabad.

Retailer:
Retailer is the main source from where every can purchase their product easily. A retailer sold
the product Horlicks.
Transportation: By auto and by self vehical.

Sale: 5-7 bottles per month. The new order place after 20 days.

1. Jay Narayan general store

Saray Faridabad.

2. Aggarwal general store

Saray Faridabad.

3. Baba general store

Saray, Faridabad.

4. Jay store
Sec. – 37, Faridabad.

5. Sharma general store

sec.:- 37, Faridabad

Sales of Horlicks and other products of GSK:-

Sales of Horlicks in different flavor:

Bibliography:
www.gsk-ch.in/MediaReports.aspx

www.google.co.in