Strategic Brand Management Process

STEP 3 – MEASURING & INTERPRETING BRAND

PERFORMANCE

• A set of research procedures are designed to provide

timely, accurate & actual information for marketers

• This information facilitates the decision making process

 Test Launch
• Kerala was selected for the initial test launch, for the following
reasons:
– The test market results could be extrapolated to entire south
– Being a strong Horlicks market, the test market would help identify whether
cannibalization happening or not
– Being a compact state there should be negligible outflow of stocks or media
inputs

– High local mass media availability would help spread the advertising message
quickly & effectively.

– High literacy rate would enable quicker feedback – to TV channel available for
advertising at that time

• BOOST was finally launched on 9 May 1975 at the same price as

that of Bournvita
 Test Launch
Marketing inputs during test launch –
1. Local excitement was created through processions of elephants announcing the
introduction of BOOST. Cinema and Radio also used.

2. Liquid sampling of BOOST was conducted in various offices/institutions as well as

in-store

3. A trade deal of one 450gm bottle free with every case of 18 bottle was offered.

4. Display contests were conducted at selected outlets

Consumer off take by test launch after 8 months –

Bournvita 49% Bournvita 75%
Ovaltine 8%
Ovaltine 18%
Boost 40%
Others 3% Others 7%
 Feedback

– Over 90% of housewives had heard of Boost and its trial was 60%.

– 96% of the respondents served or drank Boost daily.

– 23% of the respondents said that the bottle was an important factor to influence
the purchase of the brand.

– The fact that Boost is manufactured by Horlicks did not seem to be a factor
influencing brand trial or usage.

– Boost appeared to have been adopted as a family drink.

 Strategic Brand management Process

STEP 4 – GROWING & SUSTAINING BRAND EQUITY

• Defining the branding strategy

• Managing brand equity over time

• Managing brand equity over geographic boundaries,

cultures, and market segments
 Future Plans

• After the successful test marketing of Boost the brand

was rolled out to the rest of India.

• Today it is the second largest brand of SKBCH,

producing an annual sale of Rs. 80 Crores, and is still
growing.

• The brand took four years to be cumulatively profitable.