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Case study on Horlicks

A case study on the marketing management activities of Horlicks as part of coursework

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Case study on Horlicks

  1. 1. CASE STUDY: HORLICKSA BRAND GROWING BEYOND “TALLER. STRONGER. SHARPER”
  2. 2. 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 M302 MARKETING MANAGEMENT
  3. 3. 1. OVERVIEW GLOBALLY ACCLAIMED MALT BASED DRINK OPERATED BY GLAXOSMITHKLINE OPERATES IN OVER 9COUNTRIES 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 MASSIVE MISCONCEPTION
  4. 4. 3. RECTIFYING CONSUMER MISCONCEPTION LACK OF MARKETING MANAGEMENT ACTIVITES CAUSED CONSUMER MISCONCEPTION ABOUT BRAND PRIMARY OBJECTIVE WAS TO EDUCATE CONSUMERSABOUT 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
  5. 5. 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
  6. 6. 5. CAMPAIGN 1 –”TALLER, STRONGER, SHARPER” OBJECTIVES:  COMMUNICATE ACTUAL VALUE TO END CONSUMERS AND BUYERS  REAFFIRMINGBRAND 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. THANK YOU

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