Description
This is documentation highlights about the marketing planning by horlicks.
Media Planning Assignment HORLICKS
1|Page
Media Mix for the brand ‘Horlicks’
In my opinion, the media communication strategy for the Horlicks brand is somewhat confused. There is no clear cut positioning for the brand. In their advertisement campaign they show people from all walks of life like growing kids (Junior Horlicks), the working woman like dancer (women horlicks) and also young people. It presents a cluttered image of the brand in the minds of customer. They should position themselves as health drink and therefore should not emphasise on any particular age group. The positioning of Boost seems apt in my mind portraying it as an energy drink. The focus should be on demonstrating the functional benefits from using the drink and not on the glamorous quotient of the brand ambassador. There should be heavy broadcast on those regional channels where milk is not abundant and thus presenting Horlicks in hot water as a substitute drink. In addition to airing it in the prime time, the advertisement should also be aired in the morning time on those channels which present health and fitness related programs. The brand should be endorsed by health & fitness experts rather than any celebrity like Konkana Sen who is endorsing currently.
2|Page
doc_496325330.docx
This is documentation highlights about the marketing planning by horlicks.
Media Planning Assignment HORLICKS
1|Page
Media Mix for the brand ‘Horlicks’
In my opinion, the media communication strategy for the Horlicks brand is somewhat confused. There is no clear cut positioning for the brand. In their advertisement campaign they show people from all walks of life like growing kids (Junior Horlicks), the working woman like dancer (women horlicks) and also young people. It presents a cluttered image of the brand in the minds of customer. They should position themselves as health drink and therefore should not emphasise on any particular age group. The positioning of Boost seems apt in my mind portraying it as an energy drink. The focus should be on demonstrating the functional benefits from using the drink and not on the glamorous quotient of the brand ambassador. There should be heavy broadcast on those regional channels where milk is not abundant and thus presenting Horlicks in hot water as a substitute drink. In addition to airing it in the prime time, the advertisement should also be aired in the morning time on those channels which present health and fitness related programs. The brand should be endorsed by health & fitness experts rather than any celebrity like Konkana Sen who is endorsing currently.
2|Page
doc_496325330.docx