Table of Contents

Table of Contents 1 REPOSITIONING VIVA POWER BOOSTER – 2006 2 Introduction 2 Malted Milk Market 3 Macro & Micro Environment. 3 Acquisition by GSK – 2002 4 Objectives 4 Positioning Strategy – “Viva Power Booster” 5 Product – “Viva Power Booster” 5 Price – 5 Place - 5 Promotions – 5 Post Launch Evaluation. 5 Recommendation and Action Plan for Repositioning 7 Reference 9

MARKETING TURNAROUND
REPOSITIONING VIVA POWER BOOSTER – 2006

Introduction
Beginning of GlaxoSmithKline (GSK) could be traced back to early 17th century when, in UK a Company manufacturing and marketing pharmaceuticals and health care products were born. Through several mergers and takeovers the company is now a leading international business entity with a major concentration in India. Venturing into malted milk market in India in a big way the company also acquires an energy booster drink marketed by Shaw Wallace & Hedges Company, branded “Viva” in 2002 in Sri Lanka.
In its portfolio the product is marketed along with flagship “Horlicks” brand, a malted milk with a strong brand heritage tracing it’s origins to UK. GSK re-launches “Viva” with several marketing objectives in mind soon after the acquisition. Performance reviews conducted periodically and adverse findings such as stagnant malted milk market size and company’s own share compels GSK to carry out a situational marketing audit involving a strengths, weaknesses, opportunities and threats analysis (SWOT) amidst macro environmental factors (PEST) affecting the performance of the product which had failed to reach the brand awareness, equity and other marketing objectives. In the process GSK identifies several weaknesses in the positioning and re-launches the product in year 2007 as “VIVA Power Booster” after formulating revised objectives and strategies.
We have chosen “VIVA