5. Desired Positioning Communication Consumer Perception Corroborates New & Successful Position New & Unsuccessful Position No Position 1 Doesnât corroborate 2 Doesnât corroborate 3 Doesnât corroborate
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
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. Itâs full of chocolate. Ek baar Complan peete hain toh change nahi karte. Mein toh khelne se pehle peeta hoon.
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 ? Childrenâs Nutrition Drink for Height
55. Desired Positioning Communication Consumer Perception Corroborates New & Successful Position New & Unsuccessful Position No Position 1 Doesnât corroborate 2 Doesnât corroborate 3 Doesnât corroborate Habits, Culture & Tradition Source Greater chances of success
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.
58. What if big players retaliate? Morning 98% children drinkers Evening 75% children drinkers Night 25% children drinkers 1 Validates & strengthens A to Z Growâs position
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
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
61. More on Night & Milk & Nutrition & The Positioning of Nite Nutrition Drink
62. Did you know? A wikipedia article states: â Horlicks is the name of a company and of a malted milk hot drink, which is claimed to promote sleep when consumed at bedtime.â Thatâs how the drink is promoted in the UK.
65. THEY A to Z Grow Just a tea cup with spoonful of A to Z Grow is enough!
66. THEY What weâll achieve? A change in perceptions Perhaps A to Z Grow is more âpowerfulâ than other drinks. Only a cup gives so much. Give an excuse to try A to Z Grow For those who donât 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 Communication Consumer Perception Corroborates New & Successful Position New & Unsuccessful Position No Position 1 Doesnât corroborate 2 Doesnât corroborate 3 Doesnât corroborate
68. Desired Positioning Communication Consumer Perception Corroborates New & Successful Position New & Unsuccessful Position No Position 1 Doesnât corroborate 2 Doesnât corroborate 3 Doesnât corroborate
75. There are 100 categories with 1000 brands called A to Z
76. Besides, the name A to Z Grow has too many syllables and letters to pronounce. Add the lack of rhyme or rhythm â an extremely important factor to get the name on the tongue of the people, especially as a late-entrant â we sense that it could hamper the brandâs growth.
90. Touch Points with Children Schools Malls / Multiplexes Playground / Garden Hobby Classes Eating Joints Kidsâ Shops
91. Sweet Dreams Festival â The first step to achievement is to dream it.â
92. Childrenâs 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
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 childrenâs dreams. Children will be given forms write about their dreams. Parents will be given forms to write about the process of achieving their childrenâs 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