The brief had a lot of chocolate!

CompetitionUnderstanding the spaces (occupied and unoccupied), attempts, captures and perceptions

DesiredPositioning

CommunicationConsumerPerception

Corroborates

New & SuccessfulPosition

New & Unsuccessful

Position

NoPosition

1

Doesn’t c

orroborate

2

Doesn’t corroborate

3Doesn’t corroborate

Horlicks Bournvita MiloBoostComplan

Communication

Bournvita MiloBoostComplanHorlicks

Bournvita MiloBoostComplanHorlicks

Bournvita MiloBoostComplanHorlicks

Bournvita MiloBoostComplanHorlicks

BournvitaHorlicks MiloBoostComplan

Competition

Bournvita

14%

Horlicks

51%

Milo

3.6%

Boost

10%

Complan

12%

Market Share

Bournvita

14%

Horlicks

51%

Milo

3.6%

Boost

10%

Complan

12%

CommunicationTag 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 nahiHorlicks 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

BournvitaHorlicks MiloBoostComplan

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.

Bournvita

14%

Horlicks

51%

Milo

3.6%

Boost

10%

Complan

12%

Consumer PerceptionOne-word Associations

Nutrition Chocolate Tall Energy ?

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?

Children’s Nutrition Drink

for Height

Fun Fill-Gap Serious

Horlicks

Complan

Proteinex

Bournvita

Boost

Milo

Power (Whey

Proteins)

Brands on the Fun-Seriousness Spectrum

Premium Priced

Chyawan Junior

Content/Nutrients

Herbal

Whey Proteins

Chocolate

Growth

Mental

Physical

Height

Strength

Muscles

Taste

ChocolateVitamins, Proteins,

etc.

Caramel

Strawberry

Stamina

Attitude

Cool

Winning

Confident

Smartness

Badam, Pista

Lite

Pos

ition

ing

Spa

ces

Occasion

Morning / School / Office

Evening / Sports / Play

Pos

ition

ing

Spa

ces

Night / Sleeping

Occasion

Morning / School / Office

Evening / Sports / Play

Pos

ition

ing

Spa

ces

Night / Sleeping

Belief # 1

Night is when the body grows, heals and repairs itself.

Belief # 2

Night is when the mind reorganizes and prepares for the next day.

Observation # 1

Ancient & traditional Indian practice of having milk before sleeping.

Belief # 3

Milk aids in sleeping and gives nutrition at night.

Belief # 4

Milk helps in digestion.

Observation # 2

Before sleeping, milk is often taken with Badam, Kesar, Haldi, etc.

Observation # 3

Mothers want their children to have sufficient and peaceful sleep.

Brands haven’t yet tapped Night (Sleeping) as an occasion for Nutrition Drink.

A to Z Grow should be positioned to tap Night.

DesiredPositioning

CommunicationConsumerPerception

Corroborates

New & SuccessfulPosition

New & Unsuccessful

Position

NoPosition

1

Doesn’t c

orroborate

2

Doesn’t corroborate

3Doesn’t corroborate

Habits, Culture & Tradition

Source

Greater chances of success

Positioning of A to Z Grow

What this Positioning does?

Morning98% children drinkers

Evening75% children

drinkersNight

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.

What if big players retaliate?

Morning98% children drinkers

Evening75% children

drinkersNight

25% children drinkers

1Validates & strengthens A

to Z Grow’s position

What if big players retaliate?

Morning98% children drinkers

Evening75% children

drinkers

Night45% children

drinkers

2Increases acceptance of

the concept of Night Nutrition Drink and expand

the category

What if big players retaliate?

Morning98% children drinkers

Evening75% children

drinkers

Night45% children

drinkers

3Gives a signal and greater impetus to Alkem Labs to increase share of voice

and ride the wave

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.

PUNCH!Now the

THEY A to Z Grow

Just a tea cup with spoonful of A to Z Grow is enough!

THEYWhat we’ll achieve?

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

DesiredPositioning

CommunicationConsumerPerception

Corroborates

New & SuccessfulPosition

New & Unsuccessful

Position

NoPosition

1

Doesn’t c

orroborate

2

Doesn’t corroborate

3Doesn’t corroborate

DesiredPositioning

CommunicationConsumerPerception

Corroborates

New & SuccessfulPosition

New & Unsuccessful

Position

NoPosition

1

Doesn’t c

orroborate

2

Doesn’t corroborate

3Doesn’t corroborate

Two phenomena for inspiration

Two phenomena for inspiration

Two types of audiencesMothers

Children

Two phenomena for inspiration

Two types of audiences

Two routesCloser functionally

Closer emotionally

Two phenomena for inspiration

Two types of audiences

Two routes

Two metaphorsBattery / Magic Potion

Divine Vision

However,sharing an observation

There are 100 categories with 1000 brands called

A to Z

Besides, the name A 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.

Therefore, we’ve taken cues and liberties…

Vodafone?

Vodafone?

Concentrated & modern form for What a Phone!

Complan?

Bournvita?

Airtel?

Kurkure?

So what have we done with A to Z Grow?

ATOZ

Changes nothing, but changes everything

Creative Rendition

Two phenomena for inspiration

Two types of audiences

Two routes

Two metaphorsBattery / Magic Potion

Divine Vision

ActivationEntering the consciousness

Objective

Promote the category ‘Nite Nutrition Drink’

And thereby,

Make A to Z Grow popular

New Position

Key Considerations

New Brand

Relatively Limited Budget

New Category

Launch Growth Sustenance

Launch Growth Sustenance

Touch Points with Mothers

Retail Outlets

Malls / Multiplexes

GardensBeauty / Fitness Centers

SchoolsClinics /

Hospitals

Touch Points with Children

Schools

Malls / Multiplexes

Playground / Garden

Hobby Classes

Eating Joints

Kids’ Shops

Sweet DreamsFestival“The first step to achievement is to dream it.”

Children’s 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

9,00,000prospects

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

Sweet DreamsContest

Concept Exposure Benefits

Assuming,

100 schools in 30 cities

300 students per school

Has a potential of exposure to

9,00,000prospects

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

Sip YourDreams

A free-sampling campaign

Free sampling at places where parents & children visit in large numbers Kiosks will be set up only after 7:30 p.m.

At outlets/shops specifically meant for children but always visited mothers

At gardens in the evenings