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Wednesday, May 13, 2015

Ads I like- #TayyariJeetKi #Bournvita


What new can you do in category like the Milk Food Drinks? The major part of the category is focused towards growing kids. This is not an impulse purchase like a snack but usually it is brought by the parent for the child.
Further, for most kids a glass of milk is not a thing which they particularly look forward to before the start of every day.
So, here is how one could have a pitch for a Milk Based drink:
  1. Focus on the ingredients and basis that you make a rational pitch, targeted at the parent. For example, Junior Horlicks talks about some magic formulations called the DHA  (Which as per them is  "clinically proven to aid brain function and development")
  2. The 2nd approach is making it easier for parents to "sell" a glass of milk everyday to their kids by targeting the kids themselves by focusing on the Taste. An example is Maltova, which is the "Fun Health Drink"
  3. Then their would be the Boost approach which focuses on a celebrity endorsement to have the required pull at both the parent and the child level. They had Kapil Dev earlier. Now it is Dhoni.
So in the present context, we have an evolved market and these brands are well known. So awareness, especially among the Urban TG is not a concern. All these brands have been around for some time, so a perception could be that basic nutrients which are required would be there in all of them. This category is an health enhancer. In a category like cooking oil where usage of the wrong cooking oil could severely impact health, the decision would be more involved. There, comparison of options like rice brand oil and oryzanol would be critical.
So, how does a consumer decide? One way is basis pricing and promotions. The second way is going beyond nutritional ingredients, celeb endorsements and taste to have a emotional connect with both the key stakeholders- the giver, who is the mom and the recipient, which is the growing kid.
A glass of milk can mean many things, but most importantly, it represents the relationship between the mom and the kid.
This relationship is given a bigger objective- the child overcoming challenges and reaching his goals with his mom watching and supporting at every step. The companion in  this journey, through good and bad times is Bournvita, with #TayyariJeetKi!
What better way to differentiate from competition? What better way to connect with your consumer?
So, to a glass of #Bournvita and  #TayyariJeetKi, Happy Belated Mothers days to all Moms!
(So a non- Device/telecom related post from me after a long time!! :-) )

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