Habit Marketing is been the OLD term which all the companies are using very effectively to change our own HABITS and to position their own products in our mind.

1. HABIT Marketing
By – Mihir Upadhyay

2. OBJECTIVE
• How HABIT Marketing is implemented by different
brands.
• To understand the Marketing Strategies used by
different companies to change your HABITS.
• We will go through different Case Studies to
understand the same

3. A Quick Glance to Marketing Strategies
• All Companies go through the 3 Steps of
– Segmenting
– Targeting
– Positioning
• A Strategy of 4 P’s of Marketing
– Product
– Price
– Place
– Promotion

4. • Segmenting
– Segmenting is the process of dividing the market into segments based on
customer characteristics and needs.
– Who is Actual & Potential Customers are.
– Identifying the Segments
• Targeting
– Deciding on the Company’s Ability, Competitors' Strength & deciding actual
target markets
• Positioning
– How to create an identity (position) in target customer’s mind
A Quick Glance to Marketing Strategies

5. CASE STUDY 1 : KELLOGS INDIA

6. Launch of Kelloggs in India
• Post liberalization in India in 1991-92, Kelloggs decided to enter in Indian
Market with a strong reason of Per Capita consumption in India of 2 gms
Vs 5 gms worldwide.
• Parent Company Back of $65 mn which had a presence in 180 countries.
• Despite offering good quality products, aggressive marketing support
Kellogg's products failed in the Indian market.
• Slowly & Gradually people stopped buying the products and the sales
were stagnant.
• Only 2% of the Buyers were repeated buyers while 98% were new buyers.
• This was a SHOCK for the Brand and eventually reputation of a BIG Brand
like Kellogg’s was at stake !

7. REVIVAL Plan : Change the HABIT !
• Focused on HABIT Marketing.
• Immediately changed their Target from Parents to Child.
• Brought their BEST products to INDIA, Chocos & Frosties.
• In September 1996, Chocos was launched.
• In April 1997, Frosties was launched.
• Later on they also changed the Mascot of Ballu
(A Comic Series Character) to Jose

8. S-T-P Analysis & Promotion Mix
• Tasty Start - the cereals that most people will eat to begin their day.
Kellogg's brands include Kellogg's Corn Flakes and variations, such as
Kellogg's Crunchy Nut. – ( Sakshi Tanvar)
• Shape Management. Brands that can enable customers to manage their
weight or shape, such as Kellogg's Special K. - (Lara Dutta)
• Mum Approved. Those that mothers see as being good for their children,
such as Kellogg's wheat flaks. - (Karishma Kapoor)
• Kid Preferred. The brands that children themselves prefer, such as
Kellogg's Frosties, Kellogg's Chocó's and Honey Loops.
• Inner Health. These are the brands that help people with digestion, such
as Kellogg's All-Bran and Kellogg's Heart to Heart Oats.

9. HABIT Marketing Results !
70% Market Share
30% Growth every year
With 650 Cr Sales 2014

10. CASE STUDY 2 : CADBURY INDIA

11. Worm Controversy and Revival
• Post Worm Controversy Cadbury India has handled the situation brilliantly
and came up with Amitabh Bachchan as its Brand Ambessador.
• Once the Trust is built once again, Cadbury came with an Amazing and
Most Innovative Targeting Advertisement Campaigns which worked
wonders for them.
• Through this campaigns, they not only got their revenues on track but also
their share grew every year.

12. Iss Diwali aap
kisko Khush
Karenge ?
KHANEWALO KO
KHANEKA
BAHANA CHAHIYE
Meetha –
(Amitabh)
PEHLI TARIK
HAI
KUCH
MEETHA HO
JAYE
SHUBH
ARAMBH
Aaj Mithe
Me Kya Hai ?
PAPPU pass
HOGAYA
Different Targeting Cadbury AD Campaigns

13. • In 2014, Cadbury India share is 55.5% with
5500 Cr Sales in Chocolates !
• All was possible only by changing our HABIT…
A classic example of HABIT MARKETING !
RESULTS OF HABIT MARKETING !

14. CASE STUDY 3 : MAGGY NOODLES

15. • To differentiate and to built its own Mountain of Positioning, they came
up with a Tag Line of ‘Bas 2 Min’.
• Later on, they concentrated on Children by coming up ‘Vegetable Atta
Noodles’ / ‘Dal Atta Noodles’ kin do products which concentrated more
on HEALTHIER side to attract children.
• To strengthen their position, they later come up with ‘Rice Noodles’ also
to cater the South Indian customers and they succeeded well !
• They came up with many strategies and now have signed Amitabh
Bachchan to attract all AGE group customers.
• As a result of HABIT MARKETING, Indians are found the LARGEST
Consumers of Maggi Noodles with 1300 Cr turnover !
Bas 2 Min Maggi !

16. Other CURRENT Examples