Advanced Marcoms Horlicks 0504112

BM3382 Advanced Marketing Communications
April 5th
2011
Lecturer: Keith Glanfield
Horlicks
Re-Brand Marketing Campaign
Agency Team No. 3K

Candidate Numbers:
Charlotte Wilks
Feisa Zhang
Jitesh Patel
Krishan Swami
Horlicks
Hot Malt
Renew
Rejuvenate
Revive
Your inner Glow
Page 2
Contents
Size of Market .................................................................................................................................... 8
Market Segmentation ............................................................................................................................ 8
PESTEL Analysis ...................................................................................................................................... 9
Company Snapshot .............................................................................................................................. 10
Brand Image ..................................................................................................................................... 10
Current Target Market...................................................................................................................... 10
Place in Industry ............................................................................................................................... 10
Previous Communications Campaigns ................................................................................................. 11
Current Communications Campaign .................................................................................................... 12
Competitor Analysis ............................................................................................................................. 12
Competitor Analysis ............................................................................................................................. 14
Target Customer Profile ....................................................................................................................... 16
Decision Making Unit Model................................................................................................................ 18
Review of branding .............................................................................................................................. 19
Look and feel of brand and visual identity ........................................................................................... 19
A Fresh New Image for Horlicks ........................................................................................................... 19
Integrated Media Campaign ................................................................................................................ 19
The implications for brand equity ........................................................................................................ 19
Potential Opportunities for Building Brand Equity .............................................................................. 20
Campaign Objectives ........................................................................................................................... 22
Creative Recommendations ................................................................................................................. 23
Sponsorship .......................................................................................................................................... 27
TV Sponsorship..................................................................................................................................... 27
Sales Promotions.................................................................................................................................. 28
Promotional ‘Horlicks’ Mugs ................................................................................................................ 28
‘Spa’ on-pack Promotion...................................................................................................................... 29
In-store P.O.S display ............................................................................................................................ 29
Direct Marketing .................................................................................................................................. 30
Internet/Online .................................................................................................................................... 31
Website ................................................................................................................................................ 31
Social Networking/Blogs ...................................................................................................................... 31
Advertising ........................................................................................................................................... 32
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London Tube/Trains ............................................................................................................................. 32
Radio .................................................................................................................................................... 33
Newspaper ........................................................................................................................................... 33
Measurement and Evaluation of Campaign ........................................................................................ 35
Conclusion ............................................................................................................................................ 36
Appendix 1 ........................................................................................................................................... 37
Media Planning References.................................................................................................................. 47
Page 4
Agency Philosophy
Rare Signal is an upcoming integrated marketing communications agency, specialising in tailoring

quality bespoke solutions to meet our client’s needs.
We are experts in creating innovative packages designed to bring impressive results, making a real
impact on brands, fulfilling their potential.
Rare Signal’s first class service is provided by our inspirational team comprising of:
Pitch Leader Charlotte

Media Planner Jitesh
Creative Director Krishan
Researcher Feisa
“The team strives not only to unlock potential sales but

generate long-term brand equity, creating a long-lasting
relationship between consumer and product.”
Page 5
Executive Summary
This report examines the transition that Horlicks, the hot malt drink, is required to make in order to
appeal to a new, younger target market of female consumers aged 45+. Horlicks will be repositioned
from a night time drink to aid sleep into a hot drink designed to be drunk in the late afternoon/
early evening to provide the consumer with emotional recharge.
The campaign will encompass the tag line, “Renew Your Inner Glow”, in order to reflect
the emotional recharge requirement.
In order to produce this report, Rare Signal has carried out extensive analysis and market research
into Horlicks’s current position as well as the market it is positioned within. This has provided
invaluable insight when making decisions regarding campaign logistics.
The campaign detailed in this plan will specifically run throughout Q1, 2012 with some permanent
communication tools such as a new website. This time frame has been selected as it is believed that
with the relatively low budget that Horlicks has, a communications campaign starting in Q4 would
get lost in the ‘noise’ of the various Christmas adverts. The integrated marketing communication
plan is detailed and diverse and aims to generate brand synergy.
The campaign aims to carry consumers along the hierarchy of effects model including raising
awareness in consumers that are currently unaware of the product right through to rewarding
existing customers, encouraging brand loyalty.
The budget for the project is £3 million of which this plan expects to spend £2,994,862, including
agency fees. Rare Signal will be generating their fees through a retainer and media commission. The
Horlicks budget will be spent on a variety of media detailed below:
IMC Element Media Class Medium Media Vehicle Budget

Bespoke
Supermarket exhibition stand
Outdoor Event Pop- Up Cafe set up in £278,591
PR Tour supermarket car-
parks/ entrances
Sponsorship Celebrity Nigella Lawson £76,500
Fern (or
equivalent show
TV Sponsorship £508,000
available Q1
2012)
Weekend
Advertising Press Inserts Newspaper £378,515
Supplements
Indoor & Tube & National
Posters £595,802
Outdoor Rail Stations
Radio 30 Second Spot A variety of £300,900
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Advertisements National
Commercial
Stations
Horlicks UK
Online Website £25,500
website
Social
Online Facebook & Blog £10,200
Networking
Social
Online YouTube £10,200
Newtorking
Search Engine Search Engine
Online £142,800
Advertising ‘Key Words’
Promotional
Direct Mail Inserts
Paper leaflets Postal Mail £182,608
Stand to house
End of aisle promotional
Point of Sale £11,220
stand mugs and
horlicks tubs
Sales In conjunction
Promotions Promotional with
Incentive £218,790
Mugs promotional
offer.
On Pack Competition- Spa weekend
£153,000
Promotion prize draw used as prizes
Before the campaign, GSK should employ advertising research agencies for pre- testing of
promotional materials as well as having research studies carried out post campaign to monitor
consumer’s response, providing invaluable feedback for future campaigns. Other methods such as
‘weight off shelf’ will be used to calculate how successful sales promotions were. In addition to this,
Horlicks can monitor response to sales promotions through the coupon response which can then be
used to update the existing customer database. Furthermore, panel data can be used to study
specific consumer’s behaviour towards Horlicks and its competitors over time.
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Industry Snapshot
Industry Snapshot
In order to examine the market in which Horlicks operates, it is necessary to study Horlicks
competitors in terms of products within the same industry as well as products that serve the same
purpose as Horlicks, aiding the consumer to relax therefore the whole hot drinks market will be
analysed.
The main non-alcoholic competitors of hot drinks are soft drinks, however, these are predominantly
consumed by children so will not feature in this analysis.1
Size of Market
In 2009, the total hot drinks market (including tea, coffee and other hot drinks) value grew by 3.9%
to reach $2,405.4 million. Market volume also grew by 1.2% in 2009. By 2014, volume is expected to
increase by 4%. Malt based hot drinks, which are classified as 'Other Hot Drinks' are expected to
grow year on year in both volume and value between 2010 and 2015.1
Market Segmentation
The total hot drinks market is relatively fragmented with the top 3 players holding 45.8% of the total
market volume.
UK Hot drinks market share: % share, by volume, 2009. 1
Market Segmentation
Company Share % Key Features
Associated British Foods 20.8 Associated British Foods Plc is the leading player in the U.K.
Hot drinks market generating 20.8% share of the market's
volume. Twinings, the flagship tea brand of the group offers
almost 2,000 lines of over 200 tea blends to more than 100
countries around the world. ABF also produces Ovaltine,
Horlicks closest competitor.
Nestle S.A. 17.8 Nestle has a diverse beverage portfolio with brands including
Nescafe, Skinny Cow and Aero.
Kraft Foods Inc. 7.2 Kraft operates through Kraft foods UK Ltd and Kenco Coffee Co
Ltd. Their brands include; Kenco, Maxwell House, Country
Time and Tazo Teas.
Others 54.3
Malt based drinks feature within the ‘Other Hot Drinks’ Category which also includes hot chocolate
and cocoa based drinks. Using the figures below, it is evident that malt based hot drinks saw an
increase in retail value between 2009/10 however, between 2005/10 there has been a reduction in
value of 4.2%.2
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When studying malt drinks, it is important to study both 'original' malted drinks and 'chocolate'
malted drinks. In 2009, within the 'Other hot drinks' category original malted products accounted
for 18.3% of the market and chocolate malted drinks accounted for 15.4%. Hot chocolate products
had the largest share, accounting for 58.8% of the market. Drilling down further into this category, it
is also apparent that 'instant' drinks i.e. 'just add water' are more appealing than the traditional milk
based malt products 65.3% v 35.7%.2 This could imply that consumers are more attracted to
products that are more convenient to make and are lower in calories.
PESTEL Analysis
PESTEL
Factor
Political More than 50% of consumers have bought fair-trade products, guaranteeing a
premium to farmers with Hot drinks being the biggest selling sector. More than 50% of
consumers buy Fairtrade goods.3 Cadbury introduced fair-trade hot drinks at the end
of 2010.4
Economic Potential recession. The 2009 recession led to consumers switching to cheaper own
label products and purchasing more from discounters as well as by price reductions
and special offers from retailers therefore affecting value of sales.2
Social Greater consumption of premium and speciality products
Increasing awareness of healthier eating and drinking.
The ageing UK population should benefit hot drinks manufacturers as older consumers
purchase more hot drinks.
The development of the 'cafe- led' culture has triggered hot drinks manufacturers to
produce cafe- style instant coffees.1
Technological Social media rise. 5
Growth in internet and e-commerce.5
Growth in smart phones and mobile apps.5
Online media consumption of movies and catch up TV.5
Switch over to Freeview by 2012.5
Environmental Snowy conditionssparked sales of hot drinks. Susan Nash, Cadbury UK trade
communications manager, explains that sales for Cadbury Hot Chocolate increased by
4% during the harsh 2009/2010 Winter in comparison with the equivalent but milder,
2008/2009 period.6
Legal The ASA is now policing brands website including Twitter and Facebook to ensure they
match the same standards as those required in other media such as print and TV.
This extension of ASA’s existing powers is funded by a 0.1% levy on search ads booked
through media and search agencies, replicating the ASA's existing funding mechanism
in other media.7
This initiative is designed to protect children and consumers.7
Page 9
Company Snapshot
Horlicks is manufactured by GSK, one of the world's leading based pharmaceutical and healthcare
companies. GSK manufacture prescription medicines, vaccines, over the counter medicines, oral
care and nutritional healthcare products.8
There are currently four varieties of Horlicks on the market; light and original with malt and
chocolate flavours of each. All of which are available in individual sachet and tub formats.9 The
original and light malt varieties are also available in a ‘refill bag’ format.
Brand Image
Horlicks is currently marketed as a drink to be consumed in the evenings. The Horlicks website
implies that the drink will provide a soothing night’s sleep, providing information regarding 'sleep
education' on their website. The Horlicks sleep philosophy is also enhanced by the product
packaging which shows a moon, associating the products with night time.
The website also supplies recipes using Horlicks; brownies and goujons for example.10
Horlicks senior brand manager Sandi Boyen describes Horlicks as “The perfect way to unwind at
the end of the day”.11
Current Target Market

According to Billington Cartmell, the current target market for Horlicks is women aged 65 and above.
Place in Industry
Appendix 1 shows brand shares of total hot drinks from 2005-2010. Horlicks is ranked 9th in 2010
with Nescafe, PG Tips, Tetley and Twinings all featuring higher. Horlicks has a 1.3% brand share.
This has decreased year on year since 2005 when brand share was 2.4%.
The table below shows that GSK had a 13.4% share of the ‘other hot drinks’ market, again seeing a
year on year reduction since 2006.1
Page 10
Reasons for Horlicks’ reduction in market share could be due to competitors such as Green and
Blacks strong performance and R&R Ice Cream which benefited from clearly targeting young
women with its reduced fat skinny cow range. The recession has also seen consumers switch from
branded products to own label products as well as switching from shopping in the major multiples to
discounters.1
Previous Communications Campaigns
January 2010, Horlicks launched its first TV campaign in four years. The campaign introduced the
'made for evenings' TV advertisement and also included an on pack and in store promotion offering
a £1,000 prize every night to create the “perfect evening”.11
The campaign saw brands sales increase by 17%.12
In 2009 GSK launched a campaign to remind customers that Horlicks can be enjoyed during Winter
but also in the Summer. The campaign is themed around the line 'Tonight it's just me and my
Horlicks' and encompassed posters, press, e-coupons, a GMTV competition, radio advertorials and
PR activity. All promotions carried the tag line 'The Horlicks way to end your day'.
In 2008, Horlicks sponsored GMG Smooth radio show to promote Horlicks as a night time beverage
for people's everyday 'wind down' routine'.13
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Current Communications Campaign
Horlicks continued with its 'made for evenings' campaign in Winter 2010, comprising of the same
TV advertising used earlier in 2010 and an on pack promotion running from January- March 2011
with prizes including televisions, iPads and HMV vouchers. It is hoped that this campaign will be
highly motivating for consumers.12
The current TV advertisement demonstrates that coffee is designed to be consumed in the morning,
tea is consumed in the afternoon and Horlicks should be enjoyed in the evenings, aiding the
consumer to 'wind down'. (See Appendix 2: Storyboards)
Competitor Analysis
The level of competition analysis diagram14 shown below, depicts the broad range of competition
that Horlicks encounters. For the purpose of the competitor analysis, this report will examine the
product’ Form’ and ‘Category’ competitors as they are Horlicks’ closest competition.
Budget Competition
Fast Food
Takeaway
Generic Competition Chocolate
Ice Cream
Soft Drinks Magazines
Beer
Product Category Wine
Water
All Hot
Product Form drinks i.e.
Hot
Chocolate,
Tea, Coffee
Ovaltine
Level of Competition Analysis
Page 12
Having analysed Horlicks’ potential market competitors through both brand share and product type i.e. ‘other
hot drinks’, the following brands have been identified as some of Horlicks’ key rivals in the market.
Current Positioning
High
Consumption
Low
Morning Occasion Evening
The diagram above shows that Horlicks is currently competing with many brands of hot drink, as
there are numerous other hot drinks products designed to be consumed in the evenings.
If Horlicks is repositioned to be consumed to aid emotional recharge in the afternoon/early evening,
the intensity of competition will be lower, and will be competing more with tea and coffee as
opposed to ‘other’ hot drinks.
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Competitor Analysis
Competitor Analysis
Budgets (if Current Advertising, PR and
Brand Target Markets Positioning Message Strategies Media Strategies
applicable) Direct Marketing Programs
 Ovaltine’s website explains the

Positioned as a  Facebook and YouTube benefits of Ovaltine containing
Particularly targets
15 health drink Presence. vitamins, minerals and trace Continuous exposure
Ovaltine ‘mums to be’, ‘new N/A
containing added  Sponsored ITV 3's daytime elements. through TV sponsorship.
mums’ and ‘busy mums’
nutritional benefits schedule in 2010.  National campaign to indulge in
some 'me time'.
Different products under  Relaunched ‘Gold Blend

Gold Blend spent
the Nescafe brand are Couple’ adverts in 2010 with
£5m on a through  Nescafe’s new 3-in-1 product is Gold Blend “activity
targeted at different Mid-range, available a ‘will they, wont they’ on
Nescafe the line campaign designed for convenience, bursts” in Spring and
consumers e.g. Nescafe to all 17 screen romance, similar to
in 2010. providing a boost. Autumn.
3-in-1 is targeted at the adverts screened in the
16
Under 25s late 1980.
 Art of Tea TV advertisements

first introduced in Dec 2009.
The ‘art of tea’
 Agreement signed with the Encourage exploration of the product
Premium, high advertisements
Rainforest alliance so their varieties, with different products Short burst of
Twinings AB affluent consumers quality, augmented run for 5 weeks
tea will be sourced from appealing to suit the consumer’s advertising coverage
products on TV, costing
18 certified farms with moods.
£1.3m.
immediate effect, carrying a
19
seal on the pack.
Page 14
The popular movie scenes depicted
in the advertisements encourage the
Innovative products Regular advertisement
£3.4m spent on consumer to relate to the product, in
e.g. pyramid shaped ‘Monkey & Al’ characters used to bursts, with new
PG Tips BC1C2D Consumers TV advertising in an attempt to trigger purchase.
bag designed to attract 20 recreate famous movie scenes ‘Monkey and Al’ adverts
Jan 2011. The website also compares tea with
consumers released intermittently.
coffee highlighting its positive
attributes
Low calorie hot

Separate adverts for the standard
Feminine Targeting chocolate, available in Increased product range with new
Options N/A and indulgence range. However, N/A
through brand imagery a variety of formats low calorie products to encourage
have not aired recently
including sachets
Prominance around
Consumers loyal to Winter period, where
Cadbury’s Augmented chocolate Fairtrade certified since Incorporating deep purple colour and
Cadbury’s brand, and experiential sampliong
Drinking product to compliment N/A September 2009 as promoted on- swirling logo, synonomous with
regular purchasers of 21 activites around UK
Chocolate portfolio packaging quality.
products engage with consumers
during cold weather
Premium focus on cocoa

Brand extension for ingredients displayed on Highly targeted
Premium AB High quality, luxury, indulgent
Cadburys Products. packaging. channels, suited to the
Green & consumers, affluent, product, with associated guilt
Fairtrade certification N/A UK online store open for target audience.
Blacks empathetic and health alleviated through fair-trade and
and organic sourcing of purchases. Lack of mass media,
conscious organic specification
ingredients Glass jar and paper label fully focus on niche.
recyclable.
Regularly innovating
Traditional Brand
campaigns e.g. Wallace
targeting consumers of Feb- March 2011 TV, radio, press and website
Yorkshire long-established, tea Strategy plugs the value of a quality and Gromit to the
all ages, attempting to Campaign activity to promote newly re-
Tea time favourite 22 tea time. Yorkshire tea America
reposition itself as a £3.7m branded packaging and slogan.
tour showing the tour
younger brand
around the U.S.
Page 15
Buyer Analysis
Target Customer Profile
After Extensive research into various factors from demographics, psychographics and behavioural
characteristics, we believe the target customer profile is as follows
Target Customer Profile
Demographic
The female population in 2010 who are ABC1 between 45-59 is 5.77 million and
60-64 3.94 million23
The average annual gross income for 45 – 55 is £31338 and 55 – 65 is £28681.24
There has mean a significant growth in the number of females whom are either
single or divorced but majorly of them are married.24
More Women than men consume malted drinks.25
Population Around 14% of 45-54 (825,000) and 55-64 (555,000) females consume malted
drinks or hot chocolate drinks.25,24
Social grades B (24%) seem to have a large proportion of malted drink consumers.
Around 50% from ABC1.25
When asked about their consumption habits, 20% of the sample audience
responded that within the past 12 months they consumed low calorie drinks such
as Horlicks light.25
Geographic
London (7,763,000), Birmingham (1,026,000), Glasgow (642,000), Liverpool

(465,000) and Leeds (489,000) are the major cities in 2010.24
ABC1 are predominately located in south east, north west, great London and East
Anglia.26
Location
When looking at the consumption of malted drinks and hot chocolate, penetration
was highest among those living in the South East (25.1%), followed by the East
Midlands (23.1%) East Anglia (21%), North & north west (20%). London quite low
with (13%).25
Psychographic
Page 16
Growth in working women.24
Have some of the longest working hours in Europe have impacted on eating
habits with eating on the go becoming more popular and less frequent family
meals at the dinner table.24
A rise in café culture of having coffee, lunch and meeting in coffee shops.24
Working Life
Average of nearly an hour every day getting to and from work. Car and rail
travel the most popular methods of transport.24
A lot of part time workers are consuming malted drinks (Keynote, Hot
Bereaves, 2009), which could be mothers possibly as the data suggests young
children are present in the household.25
Behaviouristic
Greater time spend online.24
Rise in smartphone popularity.24
Internet retailing is also becoming increasingly popular in shopping for food

and drink.24
Media Consumption
More time spent at home and an increase in viewing of TV with a rise in
satellite and cable uptake.24
Ecommerce and mobile commerce on a dramatic rise.24
Increase in the middle class acceptance of shopping at discount stores due to

the current economic climate.24
Health conscious and taking up leisure activities. Cycling, swimming, yoga.24

Shopping & Health
Conscious effort to look at nutritional values of food and rise in organic and fair
Trends
trade food purchases.24
Tesco, Sainsbury’s, ASDA, Morrisons and Waitrose accounted for a 75% value
share of hot beverages sales in 2008.25
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Decision Making Unit Model27
Influencer
This could be peers such as
Decider other working women, Gatekeeper
Women of the house, mums mothers, family and even The creation of the shopping list by
be it single or married partners of you children’s the women or mums means that they
friends. filter out and make the impulsive
choices based on their wants, needs
Buyer and desires.
Usually the women of the house or The filtering of information means in
the in cretin cases the male or dad some cases, the male or father will
as the shopping list has been given User not have a choice in the product
for them to bring back Women and mums, in decision as information has been
some cases, the buyer and filtered out
user are the same, such as
single mums, or working
women
The diagram above depicts the various decision-making units which are involved in the purchasing
of Horlicks, and how each is involved and influences the buying-decision.
Page 18
Review of Branding
Review of branding
Look and feel of brand and visual identity
To create a strong brand, visual identity needs to be applied consistently in all communications,
further supported by Reid (2005)28 who concluded integration across the marketing mix results in
improved marketing performance
In August 2008, the transformation of the Horlicks brand began with the launch of Horlicks Extra
Light (a low 40 calorie addition to the range), ‘helping people wind down at the end of the day’.
The launch also extended Horlicks’ flavour selection beyond Malt and Chocolate Malt, with three
new flavours; Dreamy Vanilla, Cosy Caramel and Heavenly Amaretto.29
A Fresh New Image for Horlicks

Alongside the new products, the Horlicks visual identity has undergone a complete makeover. In
October 2008, a unique pillow-shaped pack and contemporary visuals were introduced across the
product portfolio, creating an integrated brand identity and message to differentiate from other hot
milky drinks, giving the brand a fresh new image29. The new packaging has a modern, yet relaxing feel,
and communicates Horlicks’ sleep unique selling point; in turn extending the brand’s appeal to the
growing number of 25 to 45 year olds leading hectic lives and finding it more difficult to wind down
before bed. This is complemented by the website which has been given a facelift with the aim of
attracting younger consumers; featuring promotions giving visitors the chance to win a trip to New
York – the city that never sleeps29, further building on Horlicks’ sleep heritage. More recently, a
technology focused prize selection incorporating iPads, TV’s. DAB digital radios and HMV vouchers was
implemented30, showing the convergence of the target audience’s changing trends and the new and
innovative products currently on the market, engaging with a younger audience.
Integrated Media Campaign

Category Director for Horlicks, Ellen Hedges explains, “The variety of promotional campaigns
allows us to reach a broad range of young, female consumers. The free samples also include a
coupon to encourage people to visit a store and buy a Horlicks product”. “At Horlicks, we’ve been
helping the nation sleep better for 70 years and our new-look website helps us to pass on our
sleep expertise to our consumers”, “New research shows that in today’s 24-hour society, people
are finding it difficult to unwind29. The new Horlicks website offers advice and the chance to sign
up for a snooze letter to keep updated with the latest ways to sleep better.”30
The implications for brand equity

Brand equity refers to the marketing effects or outcomes that accrue to a product with its brand name
compared with those that would accrue if the same product did not have the brand name31. It is
important for a strategic approach for brand management, with creation of brand equity, and not just
brand sales, being a criterion for deciding on the application of specific marketing mix elements. If the
focus of brand management is placed exclusively on sales of Horlicks, it may easily happen that those
marketing activities chosen (e.g. price reduction) which are likely to increase sales in the short run,
may deteriorate the brand equity in the long run.
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Potential Opportunities for Building Brand Equity
Dietrich Mateschitz reasoned that the best method to get consumers to try a product was testimonials
from peers who previously purchased the product32. Therefore word-of-mouth – which Norbert
Kraihamer referred to as “the oldest and best media in the world”32, could provide a potential
component for marketing activities. Word-of-mouth drives awareness of the brand, particularly at the
early stage of a re-brand, spreading knowledge of the new launch, supplementing this strategy with
event sponsorships, celebrity endorsements, and point-of-purchase marketing.
Horlicks should strive to build buzz around the product to drive it into consumers’ minds to influence
purchase decisions. Through a “seeding program”33 whereby GSK can micro-target shops, café’s
restaurants, leisure centres and gyms to enable the ‘cultural elite’ to access the product and influence
consumers further down the pyramid of influence through word-of-mouth. Targeting ‘opinion leaders’
such as athletes and entertainment/lifestyle celebrities is also likely to influence consumer purchases.
Horlicks can reach these individuals through product placement in entertainment programs, at
sporting events, and exclusive restaurants or cafés.
Page 20
SWOT
Strengths Weaknesses
Horlicks is currently associated with aiding
sleep however; there is no scientific evidence
to confirm this. The website is geared towards
 Horlicks is a caffeine free product which could
advising consumers on how to sleep better.
imply health benefits over caffeine products.
 Previous advertising campaigns have had to
 Resurgence of traditional products taps into
be pulled by the Advertising Standards
consumers’ desire for “comfort brands”.34
Authority due to false advertising.
 Offer both an original and light version of the
 Horlicks has seen a year on year decrease in
drink, therefore appeals to health-conscious
its brand share of the hot drinks market.
consumers.
 Horlicks was voted one of the least ethical UK
 Well established brand heritage.
Companies by the Good Shopping Guide (8th
Edition).35
Opportunities Threats
 Low levels of product differentiation coupled
 Existing brand strength within the market may
with low switching costs attract new entrants
make it difficult for new entrants to compete
to the hot drinks market.
within the market.
 Negligible switching costs for consumers
 The hot drinks market is expected to grow year on
mean that they are free to shift to new
year.
players if they offer lower price products.
 New prospective on marketing; Brand Ambassador,
 Easy access to suppliers and distribution
innovative Tagline for better recall.
chains, along with little regulation, encourage
new players into the market. However, new
 Communication strategy
entrants could face a price war from existing
 Leveraging secondary brand knowledge –
players, especially when a new entrant moves
creating new brand associations:
into a more concentrated segment.
o Company
 Market leaders have high economies of scale
o Country of origin or other Geographic
which enables them to sell their products at a
Areas
low price.
o Celebrity Endorsement
 Premium ‘other hot drinks’ products have
o Psychological factors such as Nostalgia
been introduced to the market, increasing
o Sporting, Cultural or other Events
competition.
 Cadbury is opening branded cafes. (marketing
week)
Page 21
Campaign
Campaign Objectives Objectives
The aim of the Horlicks campaign is to transfer the existing communications mix from CURRENT
position to POST CAMPAIGN position, creating a new fully integrated, diverse campaign to
strengthen brand equity as well as generate sales, fulfilling all elements of the hierarchy of
effects.27
Current campaign comprising of on
New fully integrated,
pack promotion, website and TV
diverse campaign,
advertising with little synergy and
targeting a wider
integration.
audience. The new
campaign will
encompass a variety
of communications
tools to engage
consumers.
Objectives
 Generate awareness of the campaign in 35% of the target market by end of Q2 2012
A  Repositioning Horlicks from a sleep-related product, toward emotional recharging
 Pursue interest rates of 25%, acknowledging brand, understanding the advantages and
I benefits associated with the product.
 Convince 15% of target market that Horlicks will satisfy their need to emotionally recharge,
D triggering desire for the product after exposure to marketing messages.
 Provoking action to purchase product amongst 10% of target market by end of
A  Achieve sales, gain potential customers and increase customer retention.
Page 22
Creative Recommendations
Creative Recommendations
The campaign will run throughout Q1 and Q2 of 2012, in order to maximise media buying
efficiency whilst avoiding competitive advertising periods, particularly Q4; furthermore, being a
seasonal product restricts advertising to colder periods during the year.
Communications
Recommendations Advantages
Tool
 Takes customers through Interest and Desire
 Experiential ‘Pop up coffee
stage of hierarchy of effects by appealing to
PR/ Sponsorship shops’ in supermarkets
consumer trust from third party sources
 TV Sponsorship
rather than directly advertising from Horlicks
 High readership and targeting capability of
 Newspaper magazine insert specific target segments
pullouts; affixed to magazine  Passive channel for advertising, allowing for
rather than separate. simple relay of audio message to a high
 Radio Advertising; utilising number of listeners from specific target
Advertising celebrity endorsement segments
 London Tube/Train/Station  Targets a large number of commuters on a
advertising; drawing upon daily basis, in a cognitive environment
‘waiting times’ during regular where advertising message can be
commutes. effectively relayed, engaging with audience.
 Money- off coupons integrated  Affective stage of hierarchy of effects, takes

with magazine newspaper customers from desire through to Action
pullouts; and distributed at stage of purchase decision
supermarket tours  Drives forward purchase decision after
Sales
 On-pack Spa promotion to passing consumer through affective stage,
promotions
incentivise purchase viewing on-pack promo.
 In store point of sale displays  Stands-out from other products, captures
to attract consumers and attention at both eye-level of lower-level
provoke action to purchase with display tactics
 Publicity sent out to existing
customers on Horlicks  Maintaining and drawing upon loyal
database. customer base avoids repetitive high market
 Acquire new customers research costs
Direct
through experiential  New customers, attracted to the brand
Marketing
supermarket tours, repositioning for emotional recharge will
website/email signups and remain with Horlicks as the brand progresses
coupon data entry; for DM and grows its campaign and market share.
customer database.
 Social media and Blog
presence; providing third party  Blogs etc provide third party reviews which
reviews which consumers have consumers have a higher level of trust than if
a higher level of trust than if directly from Horlicks
Online directly from Horlicks.  Website provides a central point to focus
 Update website to reflect new consumer touch points to integrate the
image/ removing any marketing message and include brand
association with sleep. information and elements of marketing mix
Page 23
PR & Personal Selling
Public Relations and Personal Selling
Objectives
Through the supermarket pop-up café campaign, Horlicks aims to create a positive perception in
the consumer’s mind regarding the nature of the company and its products relative to the
competition. The publicity should build positive images associated with the brand and the
customer.36
The campaign aims to create both awareness and interest in the product as many stores are
currently displaying Horlicks on the bottom shelves within the hot drink aisle.
Once the consumer

has sampled the
product and has
spoken to the
representatives, the
consumer will be ‘on-
board’ with the
product.
The in store
display will
generate
interest in the
product
Execution
Horlicks will do a tour of the major multiples approximately... in total. In the foyers or car parks of
supermarkets, Horlicks will create a mini ‘pop-up’ promotional ‘coffee shop’ with sofas that
provide customers with the opportunity to sample one of the horlicks varieties. The mugs used will
be the heat changing mug that is available with the point of sale promotion. The customer can
then relax on the sofas whilst consuming the drinks meanwhile the Horlicks representatives will be
able to advise the customer on the current promotions in store i.e. buy two tubs and receive a
free heat changing mug as well as give a the customer a voucher for ‘money off’ a purchase for a
single tub. The Horlicks representatives will be acting as the ‘personal selling’ mechanism within
the idea.
Detailed on the next page; the café layout and summary of various aspects of experiential
environment is provided.
Page 24
Video Camera set up behind television
(showing the visual output) allows
consumers to see and record
personalised messages relating to the
brand or product benefits.
Open environment with a free-flow traffic

pattern encourages consumers to pass through
willingly, allowing for weary consumers to pass
through several times without feeling intimidated
to engage and interact with brand
representatives or product trial through “wet
sampling”.
The main chamber containing the interactive

recording suite allows consumers to actively
engage with the brand.
The additional chambers either side of the

free-flow pathway are allocated for “wet
sampling” activity from personal sellers,
encouraging trial before purchase, alongside
the dispense of promotional coupons for
consumers who fill out data forms.
Page 25
Rationale
The in store campaign will transfer the consumer from hostility, as much of the target market have
negative preconceptions of Horlicks, following the in store demonstrations, the customer should
be able to relate to the product which should in turn lead to increased sales. 36
As the major supermarkets in the UK, ASDA, Tesco, Sainsburys, Morrisons and Waitrose are the
leading retailers for Horlicks sales in the industry, therefore they are the most logical choice of UK
retailers for targeting consumers and potential sales. The consumer will be able to purchase the
product immediately after sampling therefore generating optimum sales as a result of the
promotion37. Through utilising Personal Sellers to establish promotional experiential environments,
the Horlicks brand can maintain its relationship with retailers by utilising its sales team (Weitz and
Bradford, 1999).
Marketing Public Relations is a multi-functional communications tool. This café idea will provide
Horlicks with the opportunity to take the customer right through the hierarchy of effect model,
raising awareness in customers, generating trust, desire and action through interacting with the
Horlicks Sale team. Furthermore, selecting personal sellers similar to the target market, increases
participant cooperation (Smith,1998)38, allowing the public to develop ‘affective’ feelings by
interacting with the personal sellers, recording their views, receiving free samples and promotional
items, stimulating conative thought, demonstrating the effectiveness of sales promotion (Laroche
et al, 2003)39 and achieving objectives.
Page 26
Sponsorship
Sponsorship
TV Sponsorship
Objectives
Horlicks will sponsor a TV programme that is predominantly watched by ABC1 45+ females, the
campaign aims to make consumers aware of the product and will be complemented with other
communications tools such as the newspaper pull outs and Horlicks pop up shops which aim to
trigger trial. The constant reminder of Horlicks throughout the series should reinforce the product
in consumers’ minds and encourage re-trial/ regular consumption.
Execution and Rational
Execution
Horlicks will sponsor a programme like ‘Fern’ on Channel 4 because it appeals to ABC1 women and
is predicted appeal specifically to Horlick’s target market. Research shows that fans of programmes
were more likely to like the sponsor of their favourite programmes than less involved viewers.
Intention to purchase is up to 9% for fans of the programmes (4% on average).
A research study by thinkbox and duckfoot40 has found that sponsorship has a profound effect on
the emotional, implicit mind and the power of sponsorship comes from the association made
between the sponsor and the programme.
Rationale
Viewers appreciate sponsorship’s role as “break punctuation” and have a more positive view of it
than spot advertising therefore it is possible that the sponsorship bumper would be watched and
have more impact than a spot advertisement.
Furthermore, the use of celebrities such as Nigella Lawson in marketing activities increases the
credibility of the communications by exhibiting attractiveness, trustworthiness and expertise in
association with the brand (Ohanian 1990)41; therefore encouraging consumer involvement.
Furthermore as the celebrities are closely associated with the product and target market, the
effectiveness is further increased (Erdogan, 1999; Pringle and Binet, 2005)42,43.
Page 27
Sales Promotion
Sales Promotions
Promotional ‘Horlicks’ Mugs
Objectives
Multi- buy promotion should drive volume sales, encouraging the consumer to buy more than one
pack. Coupons will be distributed via the Horlicks teams in the pop up coffee shops, through the
newspaper pullouts and through direct mail to existing customers on database. This aims to
encourage new customers to purchase Horlicks as well as prevent existing consumers from
switching to other brands that offer coupons or other promotional deals.36
Execution
Through a customer promotion, customers will receive a free colour changing mug if they purchase
2 tubs of Horlicks. Consumer sales promotions tend to affect the later stages of the
communications/ buying process such as a purchase, whereas advertising tends to affect the
earlier stages such as awareness, interest desire. Therefore, the mugs sales promotion will
complement other areas of the promotional mix.44
The mugs promotion will satisfy retailers, which will gain Horlick’s trade acceptance. The product is
currently positioned on the bottom shelf in many supermarkets therefore Horlicks will create
exciting point of sale displays so that retailers will position the products at eye level
encouraging purchase. The mug can be instantly redeemed in store which will satisfy the consumer
as they will not have to send off for the product therefore more convenient to them.
Rationale
This promotion will aid long term strategy because every time the consumer opens up their
cupboard or uses their Horlicks mug they are reminded of the brand and consequently opt to
purchase the product. This is an example of ‘Consumer Franchise Building’. 45
We understand that some price promotions can just bring short term sales boost but damage the
long term brand value, however, we consider the money off coupons to be extremely beneficial
both in the short and long term. This is because the consumer will have to fill out their coupon
with their details in order to claim their ‘money-off’ pack. Customer details will then be added to
the current consumer database so that direct mail can be sent out to reinforce Horlicks to loyal
customers as well as remind promiscuous shoppers of Horlicks.
Page 28
‘Spa’ on-pack Promotion
Objectives
Research has shown that in today’s 24-hour society, people are finding it difficult to unwind
(Hedges, E 2008)30. Horlicks should provide an opportunity to make the most of this consumer
trend through the on-pack Spa promotion, detailing the chance to win a weekend spa treatment
break; encouraging multiple and repeat purchases.
Execution
Each pack of Horlicks will contain an individual code, embedded in the lid of the product, which
after peeling, can be entered through the website or via text (sms) message; with an email being
sent to the provided address containing a link to download and print a voucher for their free spa
treatment.
Rationale
This offers consumers the chance to win a prize which is directly related to the product message
being communicated. This integration of packaging promotion and selected prize means
consumers will associate the drink with renewing your inner glow, alongside Spa treatments which
are synonymous with relaxing and unwinding, to deliver an integrated message for emotional
recharge.
In-store P.O.S display

Objectives
Reinforce the brand image through appealing visualisation, engaging graphics and message
content; generate customer purchase action through provoking conative reactions to P.O.S display,
thus driving sales.
Execution
P.O.S would be implemented in stores where the experiential supermarket tours are undertaken,
alongside those additional stores where a high local level of ABC1 consumers exist.
Rational
In the UK, 75% of shoppers make their final purchase decisions in-store in response to product
displays and visual merchandising, showing the power and effectiveness of P.O.S in the perspective
of increasing sales. Research has also demonstrated an average of 7.5% uplift in sales if in-store
P.O.S is implemented.46
According to Terence A.Shimp (2010)36 the P.O.S will influence the consumer behaviour in three
ways; by informing them about the specific items such as Horlicks, by reminding them of the
information acquired from other Horlicks media campaigns, and by encouraging them to select
Horlicks and influence consumers to a make purchase decision.
Page 29
Direct Marketing
Direct Marketing
Objectives
The existing Horlicks consumer database will be used to contact the 250,000 (approximate)
existing customers to reward and reinforce frequent customers as well as remind customers that
have not recently purchased Horlicks.
Execution
Mail will be sent out to existing customers showing the new Horlicks branding to show the
customer what to look out for in the retailers. A coupon will be inserted in the mail pack which will
allow the customer to redeem money off their next Horlicks purchase, to encourage positive
conative reactions. The mail will be sent out through second class post to minimised costs.
Rationale
The coupons will require the consumer to complete a form with their details so GSK have the
opportunity to develop their database, enabling GSK to develop a long-term active relationship
with the consumer. This will enable us to easily measure the success of the direct marketing
campaign. Customers can then be selectively targeted in the future and send out tailored
marketing to suit their purchase habits and retail purchase patterns of different consumers.
Page 30
Internet/Online
Internet/Online
Website
Objectives
Achieve sign-ups to email newsletters from website within 3months. The utilisation of printed
coupons by consumers, and offers from emails within set expiry period (1 year) and control
procedure from personalized coupons will help to tag customer purchase habits. Identify the
increased flow of traffic through Horlicks website over a set-period, to establish specific areas that
consumers navigate, information need patterns, and improve these sections.
Execution
Re-design of current website, through creative process; approval from Horlicks to allow
codification of site scripts, and then published to Internet.
Rationale
The Web is a powerful tool for advertising. The versatility that technology provides, the ease of
operation that the web offers, the high amount of relevant information that can be communicated
simply yet effectively, gives Horlicks a profound advantage when considering to utilize this tool47.
Websites can be considered the centerpiece of companies’ online advertising efforts, with other
advertising formats e.g banners, email and paid searches simple serving to drive traffic to their
websites (Shimp, T. 2010)36. The Horlicks website provides an information and interactivity point,
detailing brand information and marketing propositions from across all elements of the marketing
mix allowing for an integrated message, further supported by Reid (2005)28 who concluded
integration across the marketing mix results in improved marketing performance.
Social Networking/Blogs
Objectives
Sign up consumers to receive special offers from within social networking sites. Achieve search
engine blog word-of-mouth to build on brand equity via third-party sources and reviews.
Execution & Rationale

The use of blogs and social networking sites helps consumers produce affective feelings by
triggering responses to the campaign stimuli i.e. “Tell us your experience with Horlicks” (Ray,
1973)48. The majority of people who also attended the experiential activity in store could also
provide positive feedback on blogs and social networking sites, generating favourable word of
mouth. This will produced a more credible source of PR for Horlicks as consumers place a higher
value on unofficial and non-biased sources i.e. consumer views, as opposed to Horlicks’ own
communications (Pickton and Broderick, 2005)27. An integrated ‘hit counter’, measuring the
number of visits to a page, would establish the level of hits to any given website or blog. Horlicks
can utilise these figures to ascertain navigation trends and information needs of consumers, in
order to improve and update content and layout on a regular basis.
Page 31
Advertising
Advertising
London Tube/Trains
Objectives
Provoke reaction through brand message advertising, i.e sign up for special offers at
www.horlicks.com (feature online selection tool for ‘how did you hear about us’). Following
pathway of target segment consumer; repeat viewings on daily basis will increase brand
knowledge and interest for trial, therefore encouraging people to visit local supermarkets would
provide a cue to engage with the experiential environments, which indirectly relates back to the
tube advertising although cannot be indefinitely proved that this was the cue for action.

Daily commuters in the London Underground spend most of their time waiting; first for the train
and then for the train to arrive at their destination. Waiting seems, therefore, the spatial-temporal
activity that best represents the time passed commuting in the Tube system. Waiting can be
constituted by a multitude of activities, as a state of mind and activity that people perform in order
to pass time during these moments.
Horlicks print advertising can target this entire period of ‘waiting’, through exposing the target
audience to advertising messages and images displayed on the walls of stations and inside
carriages. A result of the enforced waiting within the Tube leads a higher number of the target
market to be exposed to these messages, broadcasted throughout the tube experience; leading to
higher levels of retained brand knowledge and perception49.
Whole Trains of Tube Car Panels would allow Horlicks to completely surround the audience with
the marketing message, in a completely solus environment. TCPs have a high dwell time of on
average 13 minutes50, therefore Horlicks can exploit this opportunity by using long copy, enabling
commuters to immerse themselves and engage with the brand. Selecting tube lines that are most
relevant to target market and segmentation, allows Horlicks to reach their target audience in a cost
effective manner. E.g. dominating the TCPs on the Waterloo & City Line, allows advertisers to reach
high-end (cash rich) AB office workers on their daily commute, whilst communicating with those
on their journey into the City from London & the South East.
Page 32
Radio
Objectives
A major strength of radio is its ability to reach segmented audiences, utilsed by Horlicks to target
advertising to those stations and time slots with different formats i.e. news/talk to classical music
to rock, and establish effective audience reach.

A 30-second advert on radio is often less expensive than a 30-second television advert, and easier
to produce; unlike both television and magazine adverts, the latter of which there exists a time lag
until the next issue is released. Another advantage of radio advertising is that people often select
radio stations with which they closely identify, with advertisements likely to be received when the
consumer’s mental frame is most conducive to persuasive influence of the brand message (Shimp,
T. 2010)36. Economy is the third advantage of utilizing this format. In terms of target audience CPM,
radio advertising is considerably cheaper than other mass media such as television and print, with
radio’s CPM increasing less over the past several decades than any other advertising medium.
Newspaper
Objectives
Create awareness and generate interest amongst targeted segments of market and selection of
newspaper magazines; educating customer and gain customer knowledge about Horlicks.

Newspaper magazine inserts has a 10% share of the total UK direct marketing expenditure,
according to the DMA research centre51. It is proven to be an effective tool in reaching specific
segmented audiences, and is cost effective in accordance with response rates. Large full-colour
newspaper inserts offer eye-catching and slick graphics to create customer awareness and interest
in the brand message. In addition, the large page inserts provide high capacity for tailored content,
in comparison to a standard newspaper print advertisement, which in turn helps Horlicks to place
engaging information as content in order to strengthen the brand awareness and interest stage in
the Hierarchy of effects model.52,53
Page 33
A Diagram depicting Consumer Pathway
through the Hierarchy of effects model; Free sample sachet of Horlicks to be
detailing marketing mix strategies attached/placed in magazine packaging for
leading to purchase decision. product trial, leading consumer through
affectiveand conative stages of Hierarchy of
effects after trial, and through to action stage of
purchase decision.
Coupons lead consumer through conative

stage of decision-making process,
encouraging action through incentives for
purchase of product and receiving the
benefit of a reduced price, or perceived
higher value from BOGOF offers or free
trial of future augmented product and
giveaways.
Builds relationship over time through email
offers, updates and personalised vouchers,
complementing usage patterns.
Experiential environments set-up at supermarkets
allows for high footfall to interact with brand
representatives, triggering high brand equity;
alongside trial of product through “wet sampling”,
passing consumers through the conative stage and
provoking desire to purchase after the trial in-store,
complemented by sales promotion coupons to
incentivise action to purchase
Newspaper magazine pullout inserts allow for

advertising material to target specific segments
and result in consumer passing through cognitive,
affective stages of hierarchy of effects through
additional utilisation of coupons as a promotional
tool; creating awareness and interest, alongside
the desire to purchase, and providing the
necessary coupon to create the purchase action.
Consumers on their daily commute (London

Tube/National Rail/Station platforms) will have time to
read advertising content, learning and engaging with
the brand message displayed; leading through the
cognitive stage of hierarchy of effects and raising
awareness and interest of the brand and product
The passive nature of the radio advert will allow featured; with desire arising from repeated expose on
commuters (particularly in vehicles) to listen to regular commutes, to build brand relationship and
an advertising message, strengthening knowledge, afftecting future purchase decisions based
understanding of the brand and its positive upon cues to purchase.
attributes, creating awareness and interest for
the product, and possible desire to purchase with
the incorporation of promotional incentives.
The featuring of celebrity endorsement heightens
the sense of trust and credibility of the advert;
allowing consumers to mentally visualise the
brand representative; leading consumers through
the affective and conative stages.
Key Target demographic of:

 ABC1 Female
 Aged 45+
 Housewife
 Working Mother
Page 34
Measurement
Measurement and Evaluation of&
Campaign
Evaluation of Campaign
Pre-testing
Millward Brown will be employed to conduct research on consumer’s perspectives of the
communications campaign before the campaign is commissioned to ensure that the campaign will
meet consumers’ values and expectations and the intended communications message is that
received by the intended target market. This will be done through qualitative and quantitative
interviews and studies. By carrying out these studies before the campaign, this should reduce the
risk of failure.
Post-testing
Millward Brown will evaluate consumer’s perspectives following the campaign, and study the
following; the effect of that marketing communication on awareness, attitudes, purchase
intention, claimed purchase behaviour and the like.
Kantar Worldpanel data will be used to identify any changes in the 25,000 household panel’s
purchasing habits. GSK will be able to monitor frequency of purchase, weight of purchase, average
consumer age amongst many other key measures of Horlicks.
Kantar Worldpanel data is obtained on a continual basis so it is possible to easily compare
Horlicks’s performance before and after the campaign. It is also possible to study the usage of
Horlicks, monitoring when the consumer drinks Horlicks and how often they drink the product.
It is also possible to identify how well competitors perform following their campaigns and as a
result of the Horlicks campaign.
Trying to attribute sales to marketing can be a difficult task with many potential influences on a
customer. This is why we have taken some measures in order to help effectively see how
successful the campaign is. For the Inserts, they will all be printed for the newspapers magazines,
existing customer and supermarket tour with serial numbers. Once the coupon has been filled out
and redeemed, they will be centrally collected form all the various sources in order for them to be
processed and recorded made on the database. This way, we are able to then send out the follow
up direct mail piece with personalised customer details. These again will have serial numbers in
order to identify if they redeem offers included in the follow up communication piece.
The use of SEM keyword will also be traceable with the use of analytical packaged like Google
Analytics. These enable specific campaign tracking codes to be attached to keywords and copy.
The result shall mean substantial details about how many people have gone thought to specific
pages from keywords. This will mean a more effective list can be created using the most popular
keywords going forward.
The sale promotion offer of buying two packs of Horlicks and receiving a free mug will mean that if
all 150,000 mug are given away, then the sales of Horlicks from those particular customer will
have doubled from 150,000 units to 300,000 unites, which is a huge increase in consumption
which could affect further the usage habits. This will be down to the supermarkets relaying this
information back to GSK.
Page 35
Conclusion
Conclusion
The new Rare Signal campaign for Horlicks is a highly integrated, diverse, sophisticated plan that
will reposition the brand from an evening drink consumed by women over 65 years old to a
younger, women over the age of 45 market. The slogan associated with the campaign ‘Renew Your
Inner Glow’ is designed so that the customer will emotionally recharge in the afternoon/ early
evening instead of the product aiding sleep in the evening.
The communications plan is dynamic and varied and utilises the budget effectively to achieve
maximum impact, reaching the final objective of achieving x% of consumers taking action and
purchasing Horlicks.
The campaign will carry the consumer through the hierarchy of effects model, persuading
consumers to purchase Horlicks as well as developing brand equity and aiding the development of
a long term communications strategy. The variety of mediums used should bring the product to the
forefront of consumers’ minds and deter them from choosing competitors.
Future Recommendations:
 Increase number of supermarkets on ‘pop up cafe’ tour and expand to exhibitions.
 Monitor potential TV sponsorship opportunities
 Encourage TV chefs to cook/ bake with Horlicks. (Similar to the Nigella Lawson Malteaser
cake that contained Horlicks)
 Maintain contact with database consumers built up through the Q1 2012 campaign.
 Avoid advertising in Q4 as this is ‘cluttered’ with Christmas advertisements. Focus
communications in Q1 and early Q2.
Page 36
Appendix
Appendix 1 1
Figure 1: Brand Shares (by Global Brand Name) - Historic - Retail Value RSP - % breakdown
Brand Company name (GBO) 2005 2006 2007 2008 2009 2010
United
Kingdom
Hot Drinks
1 Nescafé Nestlé SA 23.9 23.6 23.3 22.4 21.8 20.5
2 PG Tips Unilever Group 9.3 9.5 9.8 9.6 9.8 9.3
3 Tetley Tata Global Beverages Ltd - - - - - 8.3
4 Kenco Kraft Foods Inc 5.7 5.7 5.9 6.1 6.5 6.4
Associated British Foods Plc
5 Twinings (ABF) 3.9 4.4 5.1 5.1 5.1 5
6 Yorkshire Bettys & Taylors Group Ltd 2.6 2.8 3.1 3.1 3.2 3.1
7 Douwe Egberts Sara Lee Corp 2.3 2.3 2.3 2.4 2.5 2.7
8 Typhoo Apeejay Surrendra Group 2.9 2.6 2.4 2.3 2.1 1.9
9 Horlicks GlaxoSmithKline Plc 2.4 2.1 1.9 1.7 1.4 1.3
10 Carte Noire Kraft Foods Inc 1.3 1.2 1.2 1.1 1.1 1.1
11 Nesquik Nestlé SA 1.1 1 1 1 1 1
12 Maxwell House Kraft Foods Inc 1.3 1.2 1.1 0.8 0.9 0.9
13 Options (ABF) 0.9 0.9 0.9 0.9 0.9 0.9
14 Lavazza Lavazza SpA, Luigi 0.6 0.7 0.7 0.8 0.8 0.8
15 Taylor's Bettys & Taylors Group Ltd 0.7 0.8 0.8 0.8 0.8 0.8
Cadbury's
Drinking
16 Chocolate Kraft Foods Inc - - - - - 0.8
Cadbury's
17 Highlights Kraft Foods Inc - - - - - 0.7
18 Ovaltine (ABF) 0.8 0.8 0.7 0.7 0.7 0.6
19 Cafédirect Cafédirect Ltd 0.5 0.5 0.6 0.6 0.5 0.5
Nescafé Dolce
20 Gusto Nestlé SA - 0 0.1 0.2 0.2 0.4
21 Nespresso Nestlé SA 0.2 0.2 0.3 0.3 0.4 0.4
Source: Euromonitor, Brand Shares For UK Hot Drinks Market
Page 37
Appendix 2 Storyboards
Horlicks 2010/ 2011 – ‘Made For Evenings’
Page 38
Horlicks 2006/2007 - Taxi ‘How does she sleep at night’
Horlicks 2006/2007 – Traffic Warden ‘How does she sleep at night’
Horlicks 2006/2007 – Flat Pack ‘How does she sleep at night’
Horlicks 2006/2007 – Bus Driver ‘How does she sleep at night’
Page 39
Horlicks 2007/2008 – Horlicks Extra Light ‘Be careful its Extra Light‘
Page 40
Aero Hot Chocolate – ‘Bubbles’ 2007/ 2008
Options - Only A Fantasy 2007/2008
Page 41
Options - Speed Dating - 30 seconds
Page 42
Media Plan
Q1 2012 Q2 2012
Jan Feb Mar Apr May Jun
Media 02/01 09/01 16/01 23/01 30/01 06/02 13/02 20/02 27/02 06/03 13/03 20/03 27/03 03/04 10/04 17/04 24/04 01/05 08/05 15/05 22/05 29/05 05/06 12/06 19/06 26/06
Total
Television Channel 4 Fern Sponsorship £508,000

£508,000
Newspaper Weekend Magazines

Press £ 184,834 £ 193,316
Inserts £378,151
Radio Drive Time Campaing £150,450 £150,450

£300,900
Supermarket Tour £278,591

£278,591
Outdoor
Tube & Rail Posters £297,901 £297,901
£595,802
Insert Existing Customer

£48,675
Campaign £48,675
Direct Mail
Followup Campaign £133,933
£133,933
Website £25,500
£25,500
SEM £142,800
£142,800
Online
Facebook & Blog £10,200
£10,200
Youtube £10,200
£10,200
POS In Store Point of Sale £11,220

£11,220
Competition Spa Weekend Prize Draw £153,000

£153,000
Sales Promotion Heat Changing Mugs £218,790

£218,790
Advertigin Research
£30,600
Agency Retainer Fee

£72,000
Nigel Lawson
Sponsorship £ 76,500
Final Total £2,994,862
Page 43
Media Planning GANTT Chart
Week
2011 2012
# Activity Start End 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
1 Channel 4 Fern Sponsorship Launch 4 11 1 1 1 1 1 1 1 1
2 Channel 4 Sponsorship Negotiations 32 35 1 1 1 1
3 Channel 4 Sponsorship finalised 36 37 1 1
4 Sponsorship 5" Advert Production 41 45 1 1 1 1 1
5 Sponsorship 5" Final Approval Production 46 48 1 1 1
6 Nigella Lawson Sponsorship Launch 41 15
7 Nigella Lawson Sponsorship Negotiation 34 38 1 1 1 1 1
8 Nigella Lawson Sponsorship Finalisation 39 40 1 1
9 Radio Campaign Drive Time Campaign Phase 1 Launch 3 5 1 1 1
10 Radio Campaign Drive Time Campaign Phase 2 Launch 8 10 1 1 1
11 Radio Advert 30" Production 45 46 1 1
12 Radio Advert 30" Final Approval 47 48 1 1
13 In Store Point of Sale Launch 1 15 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
14 Point of Sale Artwork Designs 33 36 1 1 1 1
15 Point of Sale Final Approval 37 38 1 1
16 Point of Sale Production 39 46 1 1 1 1 1 1 1 1
17 Point of Sale Delivery 48 50 1 1 1
18 Newspaper Weekend Magazines Inserts 1st Phase Launch 5 5 1
19 Newspaper Weekend Magazines Inserts 2nd Phase Lauch 8 8 1
20 Insert Artwork Design 40 43 1 1 1 1
21 Insert Final Approval 44 45 1 1
22 Insert Production 46 49 1 1 1 1
23 Insert Delivery 50 51 1 1
24 Insert Existing Customer Campaign Launch 4 5 1 1
25 Supermarket Tour Launch 2 10 1 1 1 1 1 1 1 1 1
26 Supermarket Stand Design 34 37 1 1 1 1
27 Supermarket Stand Design Final Approval 38 39 1 1
28 Supermarket Stand Production 40 46 1 1 1 1 1 1 1
29 Supermarket Stand Agency Staff Planning Negotiation 43 45 1 1 1
30 Supermarket Stand Agency Staff Planning Finalised 46 46 1
31 Tube & Rail Posters Phase 1 Lauch 4 6 1 1 1
32 Tube & Rail Posters Phase 2 Launch 8 10 1 1 1
33 Tube & Rail Poster Artwork Designs 38 42 1 1 1 1 1
34 Tube & Rail Poster Artwork Final Approval 43 44 1 1
35 Tube & Rail Poster Production 45 48 1 1 1 1
36 Tube & Rail Poster Delivery 49 50 1 1
37 Website Launch 1 15 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
38 Website Designing 40 45 1 1 1 1 1 1
39 Website final design approval 46 47 1 1
40 Website Production 48 50 1 1 1
41 SEM Lauch 1 15 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
42 SEM Initial Keyword List & Copy 40 43 1 1 1 1
43 SEM Finalised Keyword List & Copy 44 45 1 1
44 Facebook & Blog Launch 1 15 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
45 Facebook & Blog Designing 40 45 1 1 1 1 1 1
46 Facebook & Blog Design Final Approved 44 45 1 1
47 YouTube Launch 1 15 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
48 YouTube Adverts Uploaded 51 51 1
49 Spa Weekend Prize Draw 15 15 1
50 Spa Weekend Prize Negation with Sanctuary 40 44 1 1 1 1 1
51 Spa Weekend Prize Finalised with Sanctuary 45 46 1 1
52 Follow-up Campaign Launch 11 12 1 1
53 Follow up Direct mail Artwork Designed 44 48 1 1 1 1 1
54 Follow up Direct Mail Artwork Finalised 49 51 1 1 1
55 Follow up Direct Mail Production 1 4 1 1 1 1
56 Heat Changing Mugs Launch 1 15 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
57 Heat Changing Mugs Artwork designing 35 37 1 1 1
58 Heat Changing Mugs Artwork approved 38 40 1 1 1
59 Heat Changing Mugs Artwork production 41 46 1 1 1 1 1 1
60 Heat Changing Mugs Artwork Delivery 47 50 1 1 1 1
Page 44
Media Planning Appendix
SEM Total Client Cost Total Cost To Client 2.5% Referances
Renew Your Innter Glow & Fern Keywords £140,000 £ 142,800 12
Agency Retainer No Of Payments Cost Total Referances

4 £ 18,000 £ 72,000 34,35
Advertising Research Cost Total Cost To Client 2.5% Referances

2 Studies Millwood Brown £ 30,000 £ 30,600
8
Nigella Lawson Sponsorship Cost Total Cost To Client 2.5% Referances

£ 75,000 £ 76,500 33
Total Cost To
TV sponsorship Sponsorship Cost Production Cost
Client 2.5%
Viewers ABC1 Women 45+ References
Fern on Channel 4 60 spos (20 x 60mins Shows) £ 400,000 £ 100,000 £ 508,000 994,000 546,700 8,9,41
Production & Delivery Total Cost To

POS Costs Number
Costs Client 2.5%
References
1,000 £ 11,000.00 £ 11,220 25,26
Total Cost To
Number Cost References
Client 2.5%
Sanctuary Spa for 2

Promotion 1000 £ 150,000 £ 153,000 23
Website & Facebook & Cost Total Cost To Client 2.5% Total Client Cost Referances
Twitter
Update website £ 25,000 £ 25,500.0
Mobile Website £ 10,000 £ 10,200.0
£ 45,900
Facebook & Blog £ 10,000 £ 10,200.0 11,8,
Youtube £ 10,000 £ 10,200.0
Total Cost To
Number Production Referances
Client 2.5%
Mugs 150,000 £ 214,500 £ 218,790 10
Page 45
Daily Travel Daily ABC1 Women Total Cost To
Train & Tube Stations Costr per Week No. Of Weeks
Passengers 45+
Reach % Total Cost Production Costs
Client 2.5%
Total Client Cost Referances
National Rail 6 Sheets SE Commuter 70 individual

Panels £ 10,570 6 2,700,000 243,432 9.0 £ 63,420 £ 1,867 £ 66,592
National Rail Passenger Panels 500 trains £ 6,375 6 2,700,000 243,432 9.0 £ 38,250 £ 5,100 £ 44,217
Underground - 6 sheets London Elite 200 individual £ 595,802
Panels £ 57,100 6 2,917,808 1,043,700 35.8 £ 342,600 £ 5,333 £ 354,892
Underground - Tube Car Panels - Waterloo/City Line 28, 29, 30, 31, 32,
300 Panels £ 20,700 6 2,917,808 1,043,700 35.8 £ 124,200 £ 3,350 £ 130,101 39, 38, 37
Postage 2nd Percentage of Cost Per Total Sample Total Cost To

Calimiedia Quote (Lexus 2010)
Direct Marketing Target Audience Print & Production Costs
Class
Total Cost
Redeption
No of responders
Response Costs Client 2.5%
Total Client Cost References
http://www.royalmail.com/port
al/rm/jump1?catId=400023&me
Inserts to Exisiting Customer Database (Check Figure) 250,000 £ 2,500 £ 37,500 £ 40,000 35% 87,500 £ 0.46 £ 7,875 £ 48,675
diaId=400028 £ 182,608
Engange Intrested Campaign 789,418 £ 12,894 £ 118,413 £ 131,307 25% 197,354 £ 0.67 £ - £ 133,933 8, 22
Estimated ABC1
Per show Location Percentage of Cost Per Total Sample Total Cost To
Supermarket Tour Insert No. Insert Production costs Stand (4 Stands)
& setup Cost
No of Locations Total Cost Women 45+
Redeption
No of responders
Response Costs Client 2.5%
References
Footfall
500000 £ 5,000 24,000 830 280 £ 261,400.00 531,670 25% 132,918 £ 0.48 £ 11,963 £ 278,591 24, 27, 40
Cost to Advertise
Radio Reach ABC1 Women 45+ Reach %
per week
Number of Weeks Production Cost Total Costs Total Cost To OTH GRP References
Client 2.5%
£ 47,167 6 £ 12,000 £ 295,000 £ 300,900
Magic 105.4 2,051,000 361,796 18 £ 7,000 6- £ 42,000 £ 42,840 4 71
Capital FM Network 6,382,000 837,044 13 £ 15,000 6- £ 90,000 £ 91,800 4 52
Heart 7,746,000 937,793 12 £ 7,000 6- £ 42,000 £ 42,840 4 48
LBC 1,148,000 182,773 16 £ 7,000 6- £ 42,000 £ 42,840 4 64
Gold UK 1,457,000 241,206 17 £ 7,000 6- £ 42,000 £ 42,840 4 66
Spotify Radio Ads ABC1 Women 45+ 2,500,000 2,500,000 100 £ 4,167 6- £25,000 £ 4,250.0 - - 1,2,3,4,5,6,7,8
Page 46
Media Planning
Media Planning References References
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BM3382 Advanced Marketing Communications

Agency Team No. 3K

Rare Signal is an upcoming integrated marketing communications agency, specialising in tailoring

Pitch Leader Charlotte

“The team strives not only to unlock potential sales but

IMC Element Media Class Medium Media Vehicle Budget

Current Target Market

Previous Communications Campaigns

Level of Competition Analysis

Morning Occasion Evening

 Ovaltine’s website explains the

Different products under  Relaunched ‘Gold Blend

 Art of Tea TV advertisements

Low calorie hot

Premium focus on cocoa

The average annual gross income for 45 – 55 is £31338 and 55 – 65 is £28681.24

More Women than men consume malted drinks.25

London (7,763,000), Birmingham (1,026,000), Glasgow (642,000), Liverpool

Rise in smartphone popularity.24

Internet retailing is also becoming increasingly popular in shopping for food

Ecommerce and mobile commerce on a dramatic rise.24

Increase in the middle class acceptance of shopping at discount stores due to

Health conscious and taking up leisure activities. Cycling, swimming, yoga.24

A Fresh New Image for Horlicks

Integrated Media Campaign

The implications for brand equity

 Money- off coupons integrated  Affective stage of hierarchy of effects, takes

Once the consumer

Open environment with a free-flow traffic

The main chamber containing the interactive

The additional chambers either side of the

In-store P.O.S display

Execution & Rationale

Execution & Rationale

Execution & Rationale

Execution & Rationale

Coupons lead consumer through conative

Newspaper magazine pullout inserts allow for

Consumers on their daily commute (London

Key Target demographic of:

Source: Euromonitor, Brand Shares For UK Hot Drinks Market

Horlicks 2006/2007 – Traffic Warden ‘How does she sleep at night’

Horlicks 2006/2007 – Flat Pack ‘How does she sleep at night’

Horlicks 2006/2007 – Bus Driver ‘How does she sleep at night’

Options - Only A Fantasy 2007/2008

Television Channel 4 Fern Sponsorship £508,000

Newspaper Weekend Magazines

Radio Drive Time Campaing £150,450 £150,450

Supermarket Tour £278,591

Insert Existing Customer

POS In Store Point of Sale £11,220

Competition Spa Weekend Prize Draw £153,000

Sales Promotion Heat Changing Mugs £218,790

Agency Retainer Fee

Final Total £2,994,862

Renew Your Innter Glow & Fern Keywords £140,000 £ 142,800 12

Agency Retainer No Of Payments Cost Total Referances

Advertising Research Cost Total Cost To Client 2.5% Referances

Nigella Lawson Sponsorship Cost Total Cost To Client 2.5% Referances

Production & Delivery Total Cost To