case study on horlicks
DESCRIPTION
A case study on the marketing management activities of Horlicks as part of courseworkTRANSCRIPT
CASE STUDY:
HORLICKSA BRAND GROWING BEYOND
“TALLER. STRONGER. SHARPER”
PREPARED FOR:MD. IFTEKHARUL AMIN
ASSISTANT PROFESSOR
INSTITUTE OF BUSINESS ADMINISTRATION,
UNIVERSITY OF DHAKA
PREPARED BY:GROUP 04: IBA COCONUT CORPS
AFSARA ZAHEEN AHMED RH-24
NOUSHIN WADUD KHAN RH-58
SAJEED ALAM ZR-60
AHNAF AHMED ZR-62
BBA BATCH 20 SECTION A
INSTITUTE OF BUSINESS ADMINISTRATION,
UNIVERSITY OF DHAKA
M302MARKETINGMANAGEMENT
1. OVERVIEW
GLOBALLY ACCLAIMED MALT
BASED DRINK OPERATED BY
GLAXOSMITHKLINE
OPERATES IN OVER
9 COUNTRIES ACROSS
4 CONTINENTS
INITIALLY DISTRIBUTED BY
MUTUAL GROUP BANGLADESH
GSK CONSUMER HEALTHCARE TOOK OVER BANGLADESH OPERATIONS
IN 2008
2. FORMER BRAND POSITIONING
ORIGINALLY AIMED AT CHILDREN AGED
8 AND ABOVE
ACTUALLY CONSUMED BY ADULTS, TEENAGERS,
SENIOR CITIZENS AS A REMEDY FOR ILLNESS
OR TIREDNESS
MASSIVEMISCONCEPTION
3. RECTIFYING CONSUMER MISCONCEPTION
LACK OF MARKETING MANAGEMENT ACTIVITESCAUSED CONSUMER
MISCONCEPTION ABOUT BRAND
PRIMARY OBJECTIVE WAS TO EDUCATE
CONSUMERS ABOUT THE
ACTUAL TG & THE SCIENCE OF
CONSUMING HORLICKS
HORLICKS WAS BEHAVING
DIFFERENTLY FROM BRAND
DNA
LAUNCH OF CAMPAIGNS & MARKETING
MANAGEMENT ACTIVITIES TO REBUILD BRAND
CAMPAIGNS WITH DESIGNATED LIFE CYCLES
INTENSIVE R&D ON CONSUMER BEHAVIOR
4. TIMELINE & OVERVIEW OF CAMPAIGNS
EACH CAMPAIGN DEVELOPED BASED ON DEFICIENCIES IDENTIFIED BY THE PREVIOUS ONE
CAMPAIGN 1:
TALLER,
STRONGER,
SHARPER
CAMPAIGN 2:
BERE UTHAR
DOSE, ROJ ROJ!
CAMPAIGN 3:
FOOD
EQUIVALENCE
CAMPAIGN
CAMPAIGN 4:
HORLICKS
MISHAO, DUDH ER
SHOKTI BARAO
CAMPAIGN 5:
5 SIGNS OF
GROWTH
5. CAMPAIGN 1 –”TALLER, STRONGER, SHARPER”
OBJECTIVES:
COMMUNICATE ACTUAL VALUE TO
END CONSUMERS AND BUYERS
REAFFIRMING BRAND POSITIONING
TARGET:
CHILDREN AGED 8 & ABOVE
PARENTS (PURCHASE DECISION MAKERS)
IMPLEMENTATION:
COMMUNICATING THE SCIENCE: SUPPLEMENTING SCIENTIFIC CLAIMS OF
GROWING TALLER, STRONGER & SHARPER ON
BRAND MESSAGE & PROMOTIONAL TOOLS
COMMUNICATING THE EMOTION: INTRODUCING HORLICKS AS A FUN DRINK FOR
CHILDREN – JINGLES LIKE EPANG, OPANG,
JHAPANG! & CHILDREN ORIENTED PROMOTION
RELATING TO MOTHERS BY INTRODUCING BHABIS
IN COMMERCIALS AS AMBASSADORS
TOOLS:
ATL CAMPAIGNS TVCs
BILLBOARDS
NEW BRAND MESSAGE
PROBLEM:
MISCONCEPTION ABOUT BRAND & THE
PRODUCT VALUES
6. CAMPAIGN 2 –”BERE UTHAR DOSE, ROJ ROJ”
OBJECTIVE:
INTEGRATE HORLICKS AS A NECESSARY
DAILY NUTRITIONAL COMPONENT
TARGET:
CHILDREN AGED 8 & ABOVE
MOTHERS (PURCHASE DECISION MAKERS)
IMPLEMENTATION:
COMMUNICATING THE SCIENCE: SUPPLEMENTING SCIENTIFIC CLAIMS OF CHILD
GROWTH AND DEVELOPMENT
COMMUNICATING THE EMOTION: EMOTIONAL APPEAL TO MOTHERS BY
INTRODUCING BHABIS IN COMMERCIALS AS
CONCERNED AND COMPETITIVE AMBASSADORS
OF THE BEST CHILD CARE
TOOLS:
ATL CAMPAIGNS TVCs
BILLBOARDS
CHANGE IN PACKAGING – FROM GLASS TO PLASTIC
JARS
MODIFIED BRAND MESSAGE
PROBLEM:
HORLICKS CONSUMPTION WAS STILL EXCLUSIVE AND
NOT PART OF NUTRITIONAL LIFESTYLE
7. CAMPAIGN 3 –”THE FOOD EQUIVALENCE CAMPAIGN”
OBJECTIVE:
JUSTIFY NUTRITIONAL DENSITY &
IMPORTANCE OF HORLICKS
TARGET:
CHILDREN AGED 8 & ABOVE
MOTHERS (PURCHASE DECISION MAKERS)
IMPLEMENTATION:
COMPARING NUTRITIONAL VALUES: COMPARING THE NUTRITIONAL VALUE FROM A
GLASS OF HORLICKS WITH EQUIVALENT NUTRITION
OBTAINED FROM FRUIT, VEGETABLES AND OTHER
DIETARY COMPONENTS OF A BALANCED MEAL.
SCIENTIFICALLY JUSTIFYING NUTRITIONAL INTAKE
FROM HORLICKS AS A REASONABLE SUBSTITUTE
FOR THE INTAKE OF DIETARY COMPONENTS
TOOLS:
360 DEGREE CAMPAIGN TVCs
MODIFIED PACKAGING TO INCLUDE NUTRITIONAL
DATA
VISUAL DISPLAYS (CUTOUTS AND PRINT MEDIA) AT
GROCERY STORES
PROBLEM:
HORLICKS WAS STILL NOT CONSIDERED PART OF
A REGULAR MEAL
8. CAMPAIGN 4 –”HORLICKS MISHAO, DUDH ER SHOKTI BARAO”
OBJECTIVE:
CONVINCE THAT HORICKS ADDS
NUTRITIONAL VALUE TO MILK
TARGET:
CHILDREN AGED 8 & ABOVE
MOTHERS (PURCHASE DECISION MAKERS)
TOOLS:
ATL PRINT MEDIA
PROBLEM:
HORLICKS WAS STILL A PART TIME DRINK
IMPLEMENTATION:
COMMUNICATING THE SCIENCE: SUPPLEMENTING SCIENTIFIC CLAIMS OF HOW
HORLICKS INCREASES THE NUTRITIONAL VALUE OF
MILK
COMMUNICATING THE EMOTION: EMOTIONAL APPEAL TO MOTHERS BY
INTRODUCING BHABIS IN COMMERCIALS AS
CONCERNED AND COMPETITIVE AMBASSADORS
OF THE BEST CHILD CARE
9. CAMPAIGN 5 –”5 SIGNS OF GROWTH”
OBJECTIVE:
STRENGTHEN & MODIFY THE
SCIENTIFIC CLAIMS OF HORLICKS
TARGET:
CHILDREN AGED 8 & ABOVE
MOTHERS (PURCHASE DECISION MAKERS)
PROBLEM:
CONSUMERS REQUIRED TANGIBLE EVIDENCE OF
THE BENEFITS OF HORLICKS
IMPLEMENTATION:
COMMUNICATING THE SCIENCE: SUPPLEMENTING SCIENTIFIC CLAIMS OF HOW
HORLICKS INCREASES THE NUTRITIONAL VALUE OF
MILK THROUGH MORE TANGIBLE CLAIMS
COMMUNICATING THE EMOTION: COMPETING MOTHERS OR BHABIS STILL USED AS
INFLUENCES AND AMBASSADORS IN
PROMOTIONAL MEDIA
TOOLS:
ATL CAMPAIGNS TVCs
BILLBOARDS
MODIFIED PRODUCT PACKAGING
PRINT MEDIA
VISUAL DISPLAYS (CUTOUTS AND PRINT MEDIA) AT
GROCERY STORES
NEW BRAND MESSAGE
THANK
YOU