a to z nite drink communication strategy presentation 2nd june '09
DESCRIPTION
TRANSCRIPT
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The brief had a lot of chocolate!
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CompetitionUnderstanding the spaces (occupied and unoccupied), attempts, captures and perceptions
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DesiredPositioning
CommunicationConsumerPerception
Corroborates
New & SuccessfulPosition
New & Unsuccessful
Position
NoPosition
1
Doesn’t c
orroborate
2
Doesn’t corroborate
3Doesn’t corroborate
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Horlicks Bournvita MiloBoostComplan
Communication
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Bournvita MiloBoostComplanHorlicks
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Bournvita MiloBoostComplanHorlicks
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Bournvita MiloBoostComplanHorlicks
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Bournvita MiloBoostComplanHorlicks
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BournvitaHorlicks MiloBoostComplan
Competition
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Bournvita
14%
Horlicks
51%
Milo
3.6%
Boost
10%
Complan
12%
Market Share
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Bournvita
14%
Horlicks
51%
Milo
3.6%
Boost
10%
Complan
12%
CommunicationTag 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 nahiHorlicks 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
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BournvitaHorlicks MiloBoostComplan
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.
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Bournvita
14%
Horlicks
51%
Milo
3.6%
Boost
10%
Complan
12%
Consumer PerceptionOne-word Associations
Nutrition Chocolate Tall Energy ?
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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
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Fun Fill-Gap Serious
Horlicks
Complan
Proteinex
Bournvita
Boost
Milo
Power (Whey
Proteins)
Brands on the Fun-Seriousness Spectrum
Premium Priced
Chyawan Junior
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Content/Nutrients
Herbal
Whey Proteins
Chocolate
Growth
Mental
Physical
Height
Strength
Muscles
Taste
ChocolateVitamins, Proteins,
etc.
Caramel
Strawberry
Stamina
Attitude
Cool
Winning
Confident
Smartness
Badam, Pista
Lite
Pos
ition
ing
Spa
ces
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Occasion
Morning / School / Office
Evening / Sports / Play
Pos
ition
ing
Spa
ces
Night / Sleeping
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Occasion
Morning / School / Office
Evening / Sports / Play
Pos
ition
ing
Spa
ces
Night / Sleeping
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Belief # 1
Night is when the body grows, heals and repairs itself.
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Belief # 2
Night is when the mind reorganizes and prepares for the next day.
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Observation # 1
Ancient & traditional Indian practice of having milk before sleeping.
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Belief # 3
Milk aids in sleeping and gives nutrition at night.
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Belief # 4
Milk helps in digestion.
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Observation # 2
Before sleeping, milk is often taken with Badam, Kesar, Haldi, etc.
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Observation # 3
Mothers want their children to have sufficient and peaceful sleep.
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Brands haven’t yet tapped Night (Sleeping) as an occasion for Nutrition Drink.
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A to Z Grow should be positioned to tap Night.
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DesiredPositioning
CommunicationConsumerPerception
Corroborates
New & SuccessfulPosition
New & Unsuccessful
Position
NoPosition
1
Doesn’t c
orroborate
2
Doesn’t corroborate
3Doesn’t corroborate
Habits, Culture & Tradition
Source
Greater chances of success
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Positioning of A to Z Grow
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What this Positioning does?
Morning98% children drinkers
Evening75% children
drinkersNight
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.
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What if big players retaliate?
Morning98% children drinkers
Evening75% children
drinkersNight
25% children drinkers
1Validates & strengthens A
to Z Grow’s position
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What if big players retaliate?
Morning98% children drinkers
Evening75% children
drinkers
Night45% children
drinkers
2Increases acceptance of
the concept of Night Nutrition Drink and expand
the category
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What if big players retaliate?
Morning98% children drinkers
Evening75% children
drinkers
Night45% children
drinkers
3Gives a signal and greater impetus to Alkem Labs to increase share of voice
and ride the wave
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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.
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PUNCH!Now the
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THEY A to Z Grow
Just a tea cup with spoonful of A to Z Grow is enough!
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THEYWhat 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
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DesiredPositioning
CommunicationConsumerPerception
Corroborates
New & SuccessfulPosition
New & Unsuccessful
Position
NoPosition
1
Doesn’t c
orroborate
2
Doesn’t corroborate
3Doesn’t corroborate
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DesiredPositioning
CommunicationConsumerPerception
Corroborates
New & SuccessfulPosition
New & Unsuccessful
Position
NoPosition
1
Doesn’t c
orroborate
2
Doesn’t corroborate
3Doesn’t corroborate
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Two phenomena for inspiration
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Two phenomena for inspiration
Two types of audiencesMothers
Children
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Two phenomena for inspiration
Two types of audiences
Two routesCloser functionally
Closer emotionally
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Two phenomena for inspiration
Two types of audiences
Two routes
Two metaphorsBattery / Magic Potion
Divine Vision
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However,sharing an observation
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There are 100 categories with 1000 brands called
A to Z
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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.
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Therefore, we’ve taken cues and liberties…
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Vodafone?
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Vodafone?
Concentrated & modern form for What a Phone!
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Complan?
Bournvita?
Airtel?
Kurkure?
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So what have we done with A to Z Grow?
ATOZ
Changes nothing, but changes everything
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Creative Rendition
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Two phenomena for inspiration
Two types of audiences
Two routes
Two metaphorsBattery / Magic Potion
Divine Vision
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ActivationEntering the consciousness
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Objective
Promote the category ‘Nite Nutrition Drink’
And thereby,
Make A to Z Grow popular
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New Position
Key Considerations
New Brand
Relatively Limited Budget
New Category
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Launch Growth Sustenance
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Launch Growth Sustenance
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Touch Points with Mothers
Retail Outlets
Malls / Multiplexes
GardensBeauty / Fitness Centers
SchoolsClinics /
Hospitals
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Touch Points with Children
Schools
Malls / Multiplexes
Playground / Garden
Hobby Classes
Eating Joints
Kids’ Shops
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Sweet DreamsFestival“The first step to achievement is to dream it.”
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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
9,00,000prospects
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
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Sweet DreamsContest
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Concept Exposure Benefits
Assuming,
100 schools in 30 cities
300 students per school
Has a potential of exposure to
9,00,000prospects
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
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Sip YourDreams
A free-sampling campaign
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Free sampling at places where parents & children visit in large numbers Kiosks will be set up only after 7:30 p.m.
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At outlets/shops specifically meant for children but always visited mothers
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At gardens in the evenings