Downloaded 88 times
Uploaded bySiddharth Soni
A to z Nite Drink communication strategy presentation 2nd june '09
The document discusses strategies for positioning a new children's nutrition drink brand called A to Z Grow in the night/sleep occasion. It analyzes the existing market and competitors, and recommends positioning A to Z Grow as a "Nite Nutrition Drink" to tap into the unused night occasion. Specific strategies proposed include campaigns centered around children's dreams to promote the new category and brand to both children and mothers.
More Related Content
Similar to A to z Nite Drink communication strategy presentation 2nd june '09
A to z Nite Drink communication strategy presentation 2nd june '09
- 1.
- 2. The brief hada lot of chocolate!
- 3.
- 4. Compe tition Understandingthe spaces (occupied and unoccupied), attempts, captures and perceptions
- 5. Desired Positioning CommunicationConsumer Perception Corroborates New & Successful Position New & Unsuccessful Position No Position 1 Doesn’t corroborate 2 Doesn’t corroborate 3 Doesn’t corroborate
- 6. Horlicks Bournvita MiloBoost Complan Communication
- 7. Bournvita Milo BoostComplan Horlicks
- 8.
- 9.
- 10.
- 11.
- 12.
- 13.
- 14.
- 15.
- 16.
- 17.
- 18.
- 19.
- 20. Bournvita Milo BoostComplan Horlicks
- 21.
- 22.
- 23.
- 24.
- 25.
- 26. Bournvita Milo BoostComplan Horlicks
- 27.
- 28.
- 29. Bournvita Milo BoostComplan Horlicks
- 30.
- 31.
- 32. Bournvita Horlicks MiloBoost Complan Competition
- 33. Bournvita 14% Horlicks51% Milo 3.6% Boost 10% Complan 12% Market Share
- 34. Bournvita 14% Horlicks51% 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
- 35. Bournvita Horlicks MiloBoost 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.
- 36. Bournvita 14% Horlicks51% Milo 3.6% Boost 10% Complan 12% Consumer Perception One-word Associations Nutrition Chocolate Tall Energy ?
- 37. Bournvita 14% Horlicks51% 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
- 38.
- 39. Fun Fill-Gap SeriousHorlicks Complan Proteinex Bournvita Boost Milo Power (Whey Proteins) Brands on the Fun-Seriousness Spectrum Premium Priced Chyawan Junior
- 40. Content/ Nutrients HerbalWhey 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
- 41. Occasion Morning /School / Office Evening / Sports / Play Positioning Spaces Night / Sleeping
- 42. Occasion Morning /School / Office Evening / Sports / Play Positioning Spaces Night / Sleeping
- 43.
- 44. Belief # 1Night is when the body grows, heals and repairs itself.
- 45. Belief # 2Night is when the mind reorganizes and prepares for the next day.
- 46. What about Night& Milk?
- 47. Observation # 1Ancient & traditional Indian practice of having milk before sleeping.
- 48. Belief # 3Milk aids in sleeping and gives nutrition at night.
- 49. What about Night& Milk & Nutrition?
- 50. Belief # 4Milk helps in digestion.
- 51. Observation # 2Before sleeping, milk is often taken with Badam, Kesar, Haldi, etc.
- 52. Observation # 3Mothers want their children to have sufficient and peaceful sleep.
- 53. Important Brands haven’tyet tapped Night (Sleeping) as an occasion for Nutrition Drink.
- 54. Recommendation A toZ Grow should be positioned to tap Night.
- 55. Desired Positioning CommunicationConsumer 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
- 56. Positioning of Ato Z Grow Night Nutrition Drink
- 57. What this Positioningdoes? 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.
- 58. What if bigplayers retaliate? Morning 98% children drinkers Evening 75% children drinkers Night 25% children drinkers 1 Validates & strengthens A to Z Grow’s position
- 59. What if bigplayers 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
- 60. What if bigplayers 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
- 61. More on Night& Milk & Nutrition & The Positioning of Nite Nutrition Drink
- 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.
- 63.
- 64.
- 65. THEY A toZ Grow Just a tea cup with spoonful of A to Z Grow is enough!
- 66. THEY What we’llachieve? 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
- 67. Desired Positioning CommunicationConsumer Perception Corroborates New & Successful Position New & Unsuccessful Position No Position 1 Doesn’t corroborate 2 Doesn’t corroborate 3 Doesn’t corroborate
- 68. Desired Positioning CommunicationConsumer Perception Corroborates New & Successful Position New & Unsuccessful Position No Position 1 Doesn’t corroborate 2 Doesn’t corroborate 3 Doesn’t corroborate
- 69.
- 70. Nite Nutrition DrinkTwo phenomena for inspiration
- 71. Nite Nutrition DrinkTwo phenomena for inspiration Two types of audiences Mothers Children
- 72. Nite Nutrition DrinkTwo phenomena for inspiration Two types of audiences Two routes Closer functionally Closer emotionally
- 73. Nite Nutrition DrinkTwo phenomena for inspiration Two types of audiences Two routes Two metaphors Battery / Magic Potion Divine Vision
- 74. However, sharing anobservation
- 75. There are 100categories with 1000 brands called A to Z
- 76. Besides, the nameA 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.
- 77. Therefore, we’ve takencues and liberties…
- 78.
- 79. Vodafone? Concentrated &modern form for What a Phone!
- 80. Complan? Bournvita? Airtel?Kurkure?
- 81. So what havewe done with A to Z Grow ? ATOZ Changes nothing, but changes everything
- 82.
- 83. Nite Nutrition DrinkTwo phenomena for inspiration Two types of audiences Two routes Two metaphors Battery / Magic Potion Divine Vision
- 84. Activ ation Enteringthe consciousness
- 85. Objective Promote thecategory ‘Nite Nutrition Drink’ And thereby, Make A to Z Grow popular
- 86. New Position KeyConsiderations New Brand Relatively Limited Budget New Category
- 87.
- 88.
- 89. Touch Points withMothers Retail Outlets Malls / Multiplexes Gardens Beauty / Fitness Centers Schools Clinics / Hospitals
- 90. Touch Points withChildren Schools Malls / Multiplexes Playground / Garden Hobby Classes Eating Joints Kids’ Shops
- 91. Sweet DreamsFestival “ The first step to achievement is to dream it.”
- 92. Children’s Dream Festivalwill 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
- 93. Sweet DreamsContest
- 94. Concept Exposure BenefitsAssuming, 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
- 95. Sip YourDreams A free-sampling campaign
- 96. Free sampling atplaces where parents & children visit in large numbers Kiosks will be set up only after 7:30 p.m.
- 97. At outlets/shops specificallymeant for children but always visited mothers
- 98. At gardens inthe evenings