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    HUL Brand That You Have Picked Up: Horlicks Lite: (Source

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    DIVYANSHU SHEKHAR
    The document outlines a marketing campaign proposal for Horlicks Lite targeting health-conscious adults aged 25-50. [1] It identifies the target group's need for immunity-boosting products during the COVID-19 pandemic. [2] The challenge is to increase awareness of Horlicks Lite's nutritional benefits and position it as a valuable product rather than just price-focused. [3] The campaign idea is a 15-second "Immunity Charger Challenge" on social media to showcase how Horlicks Lite provides all necessary nutrients for immunity in a convenient dose.

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    HUL Brand That You Have Picked Up: Horlicks Lite: (Source

    Uploaded by

    DIVYANSHU SHEKHAR
    22 views1 page
    The document outlines a marketing campaign proposal for Horlicks Lite targeting health-conscious adults aged 25-50. [1] It identifies the target group's need for immunity-boosting products during the COVID-19 pandemic. [2] The challenge is to increase awareness of Horlicks Lite's nutritional benefits and position it as a valuable product rather than just price-focused. [3] The campaign idea is a 15-second "Immunity Charger Challenge" on social media to showcase how Horlicks Lite provides all necessary nutrients for immunity in a convenient dose.

    Original Title

    The Heavenly Spectacle

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    The document outlines a marketing campaign proposal for Horlicks Lite targeting health-conscious adults aged 25-50. [1] It identifies the target group's need for immunity-boosting products during the COVID-19 pandemic. [2] The challenge is to increase awareness of Horlicks Lite's nutritional benefits and position it as a valuable product rather than just price-focused. [3] The campaign idea is a 15-second "Immunity Charger Challenge" on social media to showcase how Horlicks Lite provides all necessary nutrients for immunity in a convenient dose.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    22 views1 page

    HUL Brand That You Have Picked Up: Horlicks Lite: (Source

    Uploaded by

    DIVYANSHU SHEKHAR
    The document outlines a marketing campaign proposal for Horlicks Lite targeting health-conscious adults aged 25-50. [1] It identifies the target group's need for immunity-boosting products during the COVID-19 pandemic. [2] The challenge is to increase awareness of Horlicks Lite's nutritional benefits and position it as a valuable product rather than just price-focused. [3] The campaign idea is a 15-second "Immunity Charger Challenge" on social media to showcase how Horlicks Lite provides all necessary nutrients for immunity in a convenient dose.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    HUL L.I.M.

    E 12: Stage 1 Submission


    HUL Brand that you have picked up: Horlicks Lite
    1. TARGET AUDIENCE AND THEIR PROBLEMS (75 words)

    • Target Audience – The Target Group is adults in the age group of 25-50 years, Employed, Businessmen, Post grad students, Low on
    time, Daily Commuters, , health-conscious adults, care workers, diabetic people

    • Problem Statement – Importance and Focus on nutrition has exponentially increased during the current scenario of COVID-19 and
    hence increased consumer demand for health supplements in our target group due to unavailability of products with proper
    nutritional value

    2. HOW BIG IS THIS PROBLEM & WHY IS IT CRITICAL? (75 words)


    • In our Primary research, we interviewed 50+ respondents who agreed that a proper HFD will definitely be their first choice of
    intake in the morning given they provide health benefits in these testing times.

    • Criticality – In our secondary research, we found that more than 76% of people out of 1100 respondents are critically worried
    about their health as they look for products to boost their immunity and help them in this fight against the virus.
    (source -https://www.mmaglobal.com/files/228._april_india_webinar_covid-19.pdf)

    3. COMMUNICATION CHALLENGE (100 words)

    • The singular most important point for our TG is that they need to know the fact that Horlicks lite provides them with all the
    nutrients like Copper, Folate, Iron, Selenium, Vitamin A, B6, B12, C, D to build immunity and fight the virus.

    • Current Mindset – The target segment is still price-centric instead of value-centric due to lack of awareness
    • Current Behavior – People are still neglecting the significance of Brand and the functional value of the product
    • Desired Mindset – The TG should be aware of the nutritional benefits of the product
    • Desired behavior – TG should understand the brand differentiation which has always given us a competitive advantage

    4. CONSUMER INSIGHT (50 words)


    • We have observed that fear, as an emotive driver causes people to develop comfort behaviors and this need has started the
    ‘Snackification’ trend and we can leverage that

    • 80% of the people from our primary research said they would prefer a HFD over medicines to boost their immunity without feeling
    like a patient

    5. CAMPAIGN IDEA (50 words)


    Horlicks 15 second Immunity Charger Challenge

    People take different products for immunity building. We provide them with all the required nutrients in 3 TBS of Horlicks lite everyday
    which will build their immunity and save time as well. The campaign will be carried out through TV Ads, Billboard, 15 sec reel challenge
    on Instagram, YT- bumper ads etc

    6. CAMPAIGN AMPLIFICATION (Including partnerships & Associations) (100 words)

    CAMPUS: NMIMS, Bangalore TEAM NAME: The Heavenly Spectacle


    TEAM MEMBERS: Divyanshu Shekhar, Kartik Kohli, Sarthak Kapoor

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