The brief had a lot of chocolate!  
 
Compe tition Understanding the spaces (occupied and unoccupied), attempts, captures and perceptions
Desired Positioning Communication Consumer Perception Corroborates New & Successful Position New & Unsuccessful Position N...
Horlicks Bournvita Milo Boost Complan Communication
Bournvita Milo Boost Complan Horlicks
 
 
 
 
 
 
 
 
 
 
 
 
Bournvita Milo Boost Complan Horlicks
 
 
 
 
 
Bournvita Milo Boost Complan Horlicks
 
 
Bournvita Milo Boost Complan Horlicks
 
 
Bournvita Horlicks Milo Boost Complan Competition
Bournvita 14% Horlicks 51% Milo 3.6% Boost 10% Complan 12% Market Share
Bournvita 14% Horlicks 51% Milo 3.6% Boost 10% Complan 12% Communication Tag line / Sign-off line Kya tum mein hai  Bournv...
Bournvita Horlicks Milo Boost Complan Responses  (Verbatim) Horlicks mein jo contents hote hain woh bachchon ko chahiye. D...
Bournvita 14% Horlicks 51% Milo 3.6% Boost 10% Complan 12% Consumer Perception One-word Associations Nutrition Chocolate T...
Bournvita 14% Horlicks 51% Milo 3.6% Boost 10% Complan 12% Positioning Nutrition Chocolate Tall Energy ? Complete Nutritio...
 
Fun Fill-Gap Serious Horlicks Complan Proteinex Bournvita Boost Milo Power  (Whey Proteins) Brands on the Fun-Seriousness ...
Content/ Nutrients Herbal Whey  Proteins Chocolate Growth Mental Physical Height Strength Muscles Taste Chocolate Vitamins...
Occasion Morning / School / Office Evening / Sports / Play Positioning Spaces Night / Sleeping
Occasion Morning / School / Office Evening / Sports / Play Positioning Spaces Night / Sleeping
What about Night?
Belief # 1 Night is when the body grows, heals and repairs itself.
Belief # 2 Night is when the mind reorganizes and prepares for the next day.
What about Night & Milk?
Observation # 1 Ancient & traditional Indian practice of having milk before sleeping.
Belief # 3 Milk aids in sleeping and gives nutrition at night.
What about Night & Milk & Nutrition?
Belief # 4 Milk helps in digestion.
Observation # 2 Before sleeping, milk is often taken with Badam, Kesar, Haldi, etc.
Observation # 3 Mothers want their children to have sufficient and peaceful sleep.
Important Brands haven’t yet tapped Night (Sleeping) as an occasion for Nutrition Drink.
Recommendation A to Z Grow should be positioned to tap Night.
Desired Positioning Communication Consumer Perception Corroborates New & Successful Position New & Unsuccessful Position N...
Positioning of A to Z Grow Night Nutrition Drink
What this Positioning does? Morning 98% children drinkers Evening 75% children drinkers Night 25% children drinkers Battle...
What if big players retaliate? Morning 98% children drinkers Evening 75% children drinkers Night 25% children drinkers 1 V...
What if big players retaliate? Morning 98% children drinkers Evening 75% children drinkers Night 45% children drinkers 2 I...
What if big players retaliate? Morning 98% children drinkers Evening 75% children drinkers Night 45% children drinkers 3 G...
More on Night & Milk & Nutrition & The Positioning of Nite Nutrition Drink
Did you know? A wikipedia article states: “ Horlicks is the name of a company and of a malted milk hot drink, which is cla...
 
PUNCH! Now the
THEY A to Z  Grow Just a tea cup with spoonful of A to Z Grow is enough!
THEY What we’ll achieve? A change in perceptions Perhaps A to Z Grow is more ‘powerful’ than other drinks. Only a cup give...
Desired Positioning Communication Consumer Perception Corroborates New & Successful Position New & Unsuccessful Position N...
Desired Positioning Communication Consumer Perception Corroborates New & Successful Position New & Unsuccessful Position N...
Nite Nutrition Drink
Nite Nutrition Drink Two phenomena for inspiration
Nite Nutrition Drink Two phenomena for inspiration Two types of audiences Mothers Children
Nite Nutrition Drink Two phenomena for inspiration Two types of audiences Two routes Closer functionally Closer emotionally
Nite Nutrition Drink Two phenomena for inspiration Two types of audiences Two routes Two metaphors Battery / Magic Potion ...
However, sharing an observation
There are 100 categories with 1000 brands called A to Z
Besides, the name A to Z Grow has too many syllables and letters to pronounce. Add the lack of rhyme or rhythm – an extrem...
Therefore, we’ve taken cues and liberties…
Vodafone?
Vodafone? Concentrated & modern form for  What a Phone!
Complan? Bournvita? Airtel? Kurkure?
So what have we done with  A to Z Grow ? ATOZ Changes nothing, but changes everything
Creative Rendition
Nite Nutrition Drink Two phenomena for inspiration Two types of audiences Two routes Two metaphors Battery / Magic Potion ...
Activ ation Entering the consciousness
Objective Promote the category  ‘Nite Nutrition Drink’ And thereby, Make  A to Z Grow  popular
New Position Key Considerations New Brand Relatively Limited Budget New Category
Launch Growth Sustenance
Launch Growth Sustenance
Touch Points with Mothers Retail Outlets Malls /  Multiplexes Gardens Beauty / Fitness Centers Schools Clinics / Hospitals
Touch Points with Children Schools Malls /  Multiplexes Playground / Garden Hobby Classes Eating Joints Kids’ Shops
Sweet  Dreams Festival “ The first step to achievement is to dream it.”
Children’s Dream Festival will showcase inspirational movies where impossible dreams have been achieved with dedication & ...
Sweet  Dreams Contest
Concept Exposure Benefits Assuming,  100 schools in 30 cities 300 students per school Has a potential of exposure to 9,00,...
Sip  Your Dreams A free-sampling campaign
Free sampling at places where parents & children visit in large numbers  Kiosks will be set up only after 7:30 p.m.
At outlets/shops specifically meant for children but always visited mothers
At gardens in the evenings
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A to z Nite Drink communication strategy presentation 2nd june '09

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A to z Nite Drink communication strategy presentation 2nd june '09

  1. 2. The brief had a lot of chocolate! 
  2. 4. Compe tition Understanding the spaces (occupied and unoccupied), attempts, captures and perceptions
  3. 5. Desired Positioning Communication Consumer Perception Corroborates New & Successful Position New & Unsuccessful Position No Position 1 Doesn’t corroborate 2 Doesn’t corroborate 3 Doesn’t corroborate
  4. 6. Horlicks Bournvita Milo Boost Complan Communication
  5. 7. Bournvita Milo Boost Complan Horlicks
  6. 20. Bournvita Milo Boost Complan Horlicks
  7. 26. Bournvita Milo Boost Complan Horlicks
  8. 29. Bournvita Milo Boost Complan Horlicks
  9. 32. Bournvita Horlicks Milo Boost Complan Competition
  10. 33. Bournvita 14% Horlicks 51% Milo 3.6% Boost 10% Complan 12% Market Share
  11. 34. Bournvita 14% Horlicks 51% Milo 3.6% Boost 10% Complan 12% Communication Tag line / Sign-off line Kya tum mein hai Bournvita confidence Boost is a secret of my energy Jyaada tann aur mann ki shakti Confidence kuch kar dikhane ka I am a Complan boy Complan peejiye fark dekhiye Drink Horlicks & be cool Aapke bachche ko mile A to Z nutrients Strength or stamina ke liye kyonki aapka rishta thake nahi Horlicks pienge; taller, stronger, sharper banenge. Now proven Because your body needs it too Roz Horlicks peene wale aage poochne wale peeche Exams ka bhoot bhagao Horlicks banaye bacchon ko sharper Boost is a secret of our energy Go through the day with new Milo
  12. 35. Bournvita Horlicks Milo Boost Complan Responses (Verbatim) Horlicks mein jo contents hote hain woh bachchon ko chahiye. Doctors bhi recommend karte hain Horlicks ladies ko. Bournvita ka taste achcha hota hai toh bachche doodh pi lete hain. Bournvita toh without milk bhi kha lete hain. Bournvita yummy hai. Horlicks Chocolate mein itna maza nahi aata. Mein toh sukha hi kha leta hoon. Complan thoda mehenga hai par bolte hain ki height badhti hai. It’s full of chocolate. Ek baar Complan peete hain toh change nahi karte. Mein toh khelne se pehle peeta hoon.
  13. 36. Bournvita 14% Horlicks 51% Milo 3.6% Boost 10% Complan 12% Consumer Perception One-word Associations Nutrition Chocolate Tall Energy ?
  14. 37. Bournvita 14% Horlicks 51% Milo 3.6% Boost 10% Complan 12% Positioning Nutrition Chocolate Tall Energy ? Complete Nutrition Drink for children Chocolate Nutrition Drink for children Energy Nutrition Drink for Children ? Children’s Nutrition Drink for Height
  15. 39. Fun Fill-Gap Serious Horlicks Complan Proteinex Bournvita Boost Milo Power (Whey Proteins) Brands on the Fun-Seriousness Spectrum Premium Priced Chyawan Junior
  16. 40. Content/ Nutrients Herbal Whey Proteins Chocolate Growth Mental Physical Height Strength Muscles Taste Chocolate Vitamins, Proteins, etc. Caramel Strawberry Stamina Attitude Cool Winning Confident Smartness Badam, Pista Lite Positioning Spaces
  17. 41. Occasion Morning / School / Office Evening / Sports / Play Positioning Spaces Night / Sleeping
  18. 42. Occasion Morning / School / Office Evening / Sports / Play Positioning Spaces Night / Sleeping
  19. 43. What about Night?
  20. 44. Belief # 1 Night is when the body grows, heals and repairs itself.
  21. 45. Belief # 2 Night is when the mind reorganizes and prepares for the next day.
  22. 46. What about Night & Milk?
  23. 47. Observation # 1 Ancient & traditional Indian practice of having milk before sleeping.
  24. 48. Belief # 3 Milk aids in sleeping and gives nutrition at night.
  25. 49. What about Night & Milk & Nutrition?
  26. 50. Belief # 4 Milk helps in digestion.
  27. 51. Observation # 2 Before sleeping, milk is often taken with Badam, Kesar, Haldi, etc.
  28. 52. Observation # 3 Mothers want their children to have sufficient and peaceful sleep.
  29. 53. Important Brands haven’t yet tapped Night (Sleeping) as an occasion for Nutrition Drink.
  30. 54. Recommendation A to Z Grow should be positioned to tap Night.
  31. 55. Desired Positioning Communication Consumer Perception Corroborates New & Successful Position New & Unsuccessful Position No Position 1 Doesn’t corroborate 2 Doesn’t corroborate 3 Doesn’t corroborate Habits, Culture & Tradition Source Greater chances of success
  32. 56. Positioning of A to Z Grow Night Nutrition Drink
  33. 57. What this Positioning does? Morning 98% children drinkers Evening 75% children drinkers Night 25% children drinkers Battleground for Horlicks, Complan & Bournvita Battleground for Horlicks, Complan, Bournvita, Boost & Milo Smaller battleground but as yet uncontested. Also, might be perceived as a less lucrative market for big players and therefore gives the brand the space and time to strengthen its base in exclusivity.
  34. 58. What if big players retaliate? Morning 98% children drinkers Evening 75% children drinkers Night 25% children drinkers 1 Validates & strengthens A to Z Grow’s position
  35. 59. What if big players retaliate? Morning 98% children drinkers Evening 75% children drinkers Night 45% children drinkers 2 Increases acceptance of the concept of Night Nutrition Drink and expand the category
  36. 60. What if big players retaliate? Morning 98% children drinkers Evening 75% children drinkers Night 45% children drinkers 3 Gives a signal and greater impetus to Alkem Labs to increase share of voice and ride the wave
  37. 61. More on Night & Milk & Nutrition & The Positioning of Nite Nutrition Drink
  38. 62. Did you know? A wikipedia article states: “ Horlicks is the name of a company and of a malted milk hot drink, which is claimed to promote sleep when consumed at bedtime.” That’s how the drink is promoted in the UK.
  39. 64. PUNCH! Now the
  40. 65. THEY A to Z Grow Just a tea cup with spoonful of A to Z Grow is enough!
  41. 66. THEY What we’ll achieve? A change in perceptions Perhaps A to Z Grow is more ‘powerful’ than other drinks. Only a cup gives so much. Give an excuse to try A to Z Grow For those who don’t really like milk but also understand the importance of nutrition, this is an excuse to try. Justify the premium It could come out more like a magic potion. Little quantity, but great impact. A to Z Grow
  42. 67. Desired Positioning Communication Consumer Perception Corroborates New & Successful Position New & Unsuccessful Position No Position 1 Doesn’t corroborate 2 Doesn’t corroborate 3 Doesn’t corroborate
  43. 68. Desired Positioning Communication Consumer Perception Corroborates New & Successful Position New & Unsuccessful Position No Position 1 Doesn’t corroborate 2 Doesn’t corroborate 3 Doesn’t corroborate
  44. 69. Nite Nutrition Drink
  45. 70. Nite Nutrition Drink Two phenomena for inspiration
  46. 71. Nite Nutrition Drink Two phenomena for inspiration Two types of audiences Mothers Children
  47. 72. Nite Nutrition Drink Two phenomena for inspiration Two types of audiences Two routes Closer functionally Closer emotionally
  48. 73. Nite Nutrition Drink Two phenomena for inspiration Two types of audiences Two routes Two metaphors Battery / Magic Potion Divine Vision
  49. 74. However, sharing an observation
  50. 75. There are 100 categories with 1000 brands called A to Z
  51. 76. Besides, the name A to Z Grow has too many syllables and letters to pronounce. Add the lack of rhyme or rhythm – an extremely important factor to get the name on the tongue of the people, especially as a late-entrant – we sense that it could hamper the brand’s growth.
  52. 77. Therefore, we’ve taken cues and liberties…
  53. 78. Vodafone?
  54. 79. Vodafone? Concentrated & modern form for What a Phone!
  55. 80. Complan? Bournvita? Airtel? Kurkure?
  56. 81. So what have we done with A to Z Grow ? ATOZ Changes nothing, but changes everything
  57. 82. Creative Rendition
  58. 83. Nite Nutrition Drink Two phenomena for inspiration Two types of audiences Two routes Two metaphors Battery / Magic Potion Divine Vision
  59. 84. Activ ation Entering the consciousness
  60. 85. Objective Promote the category ‘Nite Nutrition Drink’ And thereby, Make A to Z Grow popular
  61. 86. New Position Key Considerations New Brand Relatively Limited Budget New Category
  62. 87. Launch Growth Sustenance
  63. 88. Launch Growth Sustenance
  64. 89. Touch Points with Mothers Retail Outlets Malls / Multiplexes Gardens Beauty / Fitness Centers Schools Clinics / Hospitals
  65. 90. Touch Points with Children Schools Malls / Multiplexes Playground / Garden Hobby Classes Eating Joints Kids’ Shops
  66. 91. Sweet Dreams Festival “ The first step to achievement is to dream it.”
  67. 92. Children’s Dream Festival will showcase inspirational movies where impossible dreams have been achieved with dedication & persistence Assuming, 100 schools in 30 cities 300 students per school Has a potential of exposure to 9,00,000 prospects Free sampling opportunity Opportunity to sell Opportunity to convert the same into an annual property Concept Exposure Benefits Opportunity to talk to mothers as well
  68. 93. Sweet Dreams Contest
  69. 94. Concept Exposure Benefits Assuming, 100 schools in 30 cities 300 students per school Has a potential of exposure to 9,00,000 prospects A contest to support children’s dreams. Children will be given forms write about their dreams. Parents will be given forms to write about the process of achieving their children’s dreams. Short-listed students will be given scholarships towards their dreams. Opportunity to talk to parents (even fathers) as well Opportunity to take the concept online and turn it into a national campaign
  70. 95. Sip Your Dreams A free-sampling campaign
  71. 96. Free sampling at places where parents & children visit in large numbers Kiosks will be set up only after 7:30 p.m.
  72. 97. At outlets/shops specifically meant for children but always visited mothers
  73. 98. At gardens in the evenings
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