Horlicks

Re-Brand Marketing Campaign

Agency Team No. 3K Candidate Numbers: Charlotte Wilks Feisa Zhang Jitesh Patel Krishan Swami

April 5th

2011

BM3382 Advanced Marketing Communications Lecturer: Keith Glanfield

Horlicks
Hot Malt Renew Rejuvenate Revive Your inner Glow
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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

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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 Media Planner Creative Director Researcher

Charlotte Jitesh Krishan 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.”

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802 £300. including agency fees. 2012 with some permanent communication tools such as a new website.900 Page 6 . a communications campaign starting in Q4 would get lost in the ‘noise’ of the various Christmas adverts.515 £595.994.Up Cafe Tour Celebrity Sponsorship Media Vehicle Bespoke exhibition stand set up in supermarket carparks/ entrances Nigella Lawson Fern (or equivalent show available Q1 2012) Weekend Newspaper Supplements Tube & National Rail Stations A variety of Budget PR Outdoor Event £278. The budget for the project is £3 million of which this plan expects to spend £2.500 £508. This has provided invaluable insight when making decisions regarding campaign logistics. The integrated marketing communication plan is detailed and diverse and aims to generate brand synergy.862. is required to make in order to appeal to a new. 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. in order to reflect In order to produce this report.Executive Summary This report examines the transition that Horlicks. Rare Signal will be generating their fees through a retainer and media commission. Rare Signal has carried out extensive analysis and market research into Horlicks’s current position as well as the market it is positioned within. Your Inner Glow”. encouraging brand loyalty.591 Sponsorship TV £76. The campaign will encompass the tag line. the hot malt drink.000 Advertising Press Posters Radio Inserts Indoor & Outdoor 30 Second Spot £378. The Horlicks budget will be spent on a variety of media detailed below: IMC Element Media Class Medium Supermarket Pop. younger target market of female consumers aged 45+. 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. The campaign detailed in this plan will specifically run throughout Q1. This time frame has been selected as it is believed that with the relatively low budget that Horlicks has. “Renew the emotional recharge requirement.

panel data can be used to study specific consumer’s behaviour towards Horlicks and its competitors over time.500 £10.608 Direct Mail Promotional Inserts Point of Sale £11. Furthermore.800 £182.testing of promotional materials as well as having research studies carried out post campaign to monitor consumer’s response. Other methods such as ‘weight off shelf’ will be used to calculate how successful sales promotions were. Spa weekend used as prizes £25. Horlicks can monitor response to sales promotions through the coupon response which can then be used to update the existing customer database. providing invaluable feedback for future campaigns.790 £153. GSK should employ advertising research agencies for pre.Advertisements Online Online Online Online Website Social Networking Social Newtorking Search Engine Advertising Paper leaflets End of aisle stand National Commercial Stations Horlicks UK website Facebook & Blog YouTube Search Engine ‘Key Words’ Postal Mail Stand to house promotional mugs and horlicks tubs In conjunction with promotional offer.200 £10.220 Sales Promotions Incentive On Pack Promotion Promotional Mugs Competitionprize draw £218. Page 7 .200 £142. In addition to this.000 Before the campaign.

Market volume also grew by 1.1 Size of Market In 2009.8% share of the market's volume. coffee and other hot drinks) value grew by 3.4 million. Nestle S. UK Hot drinks market share: % share. ABF also produces Ovaltine. between 2005/10 there has been a reduction in value of 4.1 Market Segmentation The total hot drinks market is relatively fragmented with the top 3 players holding 45.2%. Using the figures below. Their brands include. Nestle has a diverse beverage portfolio with brands including Nescafe.2 Page 8 . Malt based hot drinks.9% to reach $2. aiding the consumer to relax therefore the whole hot drinks market will be analysed. by volume.8% of the total market volume. Skinny Cow and Aero. Kraft operates through Kraft foods UK Ltd and Kenco Coffee Co Ltd.K. By 2014.405.8 7. 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.3 Malt based drinks feature within the ‘Other Hot Drinks’ Category which also includes hot chocolate and cocoa based drinks.000 lines of over 200 tea blends to more than 100 countries around the world.A. Maxwell House.8 Key Features Associated British Foods Plc is the leading player in the U.Industry Snapshot Industry Snapshot In order to examine the market in which Horlicks operates. Kraft Foods Inc. Twinings. these are predominantly consumed by children so will not feature in this analysis. 2009. volume is expected to increase by 4%. 1 Market Segmentation Company Associated British Foods Share % 20. Kenco. it is evident that malt based hot drinks saw an increase in retail value between 2009/10 however. the flagship tea brand of the group offers almost 2. The main non-alcoholic competitors of hot drinks are soft drinks.2 Others 54. Horlicks closest competitor.2% in 2009. which are classified as 'Other Hot Drinks' are expected to grow year on year in both volume and value between 2010 and 2015. the total hot drinks market (including tea. however. Country Time and Tazo Teas. Hot drinks market generating 20. 17.

4 Potential recession.5 Growth in smart phones and mobile apps.3 Cadbury introduced fair-trade hot drinks at the end of 2010.3% of the market and chocolate malted drinks accounted for 15. guaranteeing a premium to farmers with Hot drinks being the biggest selling sector.6 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. accounting for 58. it is also apparent that 'instant' drinks i.style instant coffees.led' culture has triggered hot drinks manufacturers to produce cafe.5 Snowy conditionssparked sales of hot drinks. Cadbury UK trade communications manager. PESTEL Analysis PESTEL Factor Political More than 50% of consumers have bought fair-trade products. within the 'Other hot drinks' category original malted products accounted for 18.7%. In 2009. it is important to study both 'original' malted drinks and 'chocolate' malted drinks.7 Economic Social Technological Environmental Legal Page 9 .e.1 Social media rise.2 This could imply that consumers are more attracted to products that are more convenient to make and are lower in calories.5 Online media consumption of movies and catch up TV. replicating the ASA's existing funding mechanism in other media.3% v 35. The ageing UK population should benefit hot drinks manufacturers as older consumers purchase more hot drinks. Drilling down further into this category. 2008/2009 period. explains that sales for Cadbury Hot Chocolate increased by 4% during the harsh 2009/2010 Winter in comparison with the equivalent but milder.8% of the market. The development of the 'cafe. Hot chocolate products had the largest share.4%. 'just add water' are more appealing than the traditional milk based malt products 65. More than 50% of consumers buy Fairtrade goods. 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.When studying malt drinks. This extension of ASA’s existing powers is funded by a 0. 5 Growth in internet and e-commerce.1% levy on search ads booked through media and search agencies.7 This initiative is designed to protect children and consumers.5 Switch over to Freeview by 2012.2 Greater consumption of premium and speciality products Increasing awareness of healthier eating and drinking. Susan Nash.

providing information regarding 'sleep education' on their website. Horlicks is ranked 9th in 2010 with Nescafe.3% brand share.10 Horlicks senior brand manager Sandi Boyen describes Horlicks as “The perfect way to unwind at the end of the day”. All of which are available in individual sachet and tub formats.1 Page 10 . Brand Image Horlicks is currently marketed as a drink to be consumed in the evenings. This has decreased year on year since 2005 when brand share was 2. PG Tips.4%. 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.Company Snapshot Horlicks is manufactured by GSK. light and original with malt and chocolate flavours of each. Tetley and Twinings all featuring higher. again seeing a year on year reduction since 2006. over the counter medicines. oral care and nutritional healthcare products. GSK manufacture prescription medicines. Horlicks has a 1. brownies and goujons for example. The table below shows that GSK had a 13.4% share of the ‘other hot drinks’ market. one of the world's leading based pharmaceutical and healthcare companies.8 There are currently four varieties of Horlicks on the market.11 Current Target Market According to Billington Cartmell. associating the products with night time. vaccines. The Horlicks sleep philosophy is also enhanced by the product packaging which shows a moon. The website also supplies recipes using Horlicks.9 The original and light malt varieties are also available in a ‘refill bag’ format. The Horlicks website implies that the drink will provide a soothing night’s sleep.

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. e-coupons. In 2008.11 The campaign saw brands sales increase by 17%. All promotions carried the tag line 'The Horlicks way to end your day'. Horlicks launched its first TV campaign in four years.000 prize every night to create the “perfect evening”.13 Page 11 . Horlicks sponsored GMG Smooth radio show to promote Horlicks as a night time beverage for people's everyday 'wind down' routine'. The campaign is themed around the line 'Tonight it's just me and my Horlicks' and encompassed posters. radio advertorials and PR activity. a GMTV competition. 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.12 In 2009 GSK launched a campaign to remind customers that Horlicks can be enjoyed during Winter but also in the Summer. The campaign introduced the 'made for evenings' TV advertisement and also included an on pack and in store promotion offering a £1. press.1 Previous Communications Campaigns January 2010.

March 2011 with prizes including televisions. Hot Chocolate. tea is consumed in the afternoon and Horlicks should be enjoyed in the evenings. (See Appendix 2: Storyboards) Competitor Analysis The level of competition analysis diagram14 shown below.Current Communications Campaign Horlicks continued with its 'made for evenings' campaign in Winter 2010. For the purpose of the competitor analysis. this report will examine the product’ Form’ and ‘Category’ competitors as they are Horlicks’ closest competition. Coffee Fast Food Takeaway Chocolate Ice Cream Magazines Product Category Product Form Ovaltine Level of Competition Analysis Page 12 . aiding the consumer to 'wind down'.e.12 The current TV advertisement demonstrates that coffee is designed to be consumed in the morning. It is hoped that this campaign will be highly motivating for consumers. Budget Competition Generic Competition Soft Drinks Beer Wine Water All Hot drinks i. Tea. comprising of the same TV advertising used earlier in 2010 and an on pack promotion running from January. depicts the broad range of competition that Horlicks encounters. iPads and HMV vouchers.

Page 13 . 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. the intensity of competition will be lower.Having analysed Horlicks’ potential market competitors through both brand share and product type i.e. If Horlicks is repositioned to be consumed to aid emotional recharge in the afternoon/early evening. ‘other hot drinks’. as there are numerous other hot drinks products designed to be consumed in the evenings. and will be competing more with tea and coffee as opposed to ‘other’ hot drinks.

Twinings AB affluent consumers Art of Tea TV advertisements first introduced in Dec 2009. providing a boost. wont they’ on screen romance.  Premium. Nescafe Different products under the Nescafe brand are targeted at different consumers e.  Ovaltine’s website explains the benefits of Ovaltine containing vitamins. with different products appealing to suit the consumer’s moods.Competitor Analysis Competitor Analysis Brand Target Markets Positioning Budgets (if applicable) Current Advertising. carrying a 19 seal on the pack.  Relaunched ‘Gold Blend Couple’ adverts in 2010 with a ‘will they. high quality.  Agreement signed with the Rainforest alliance so their tea will be sourced from certified farms with immediate effect. minerals and trace elements. Short burst of advertising coverage Page 14 . Encourage exploration of the product varieties. Nescafe 3-in-1 is targeted at 16 Under 25s Mid-range. available to all Gold Blend spent £5m on a through the line campaign 17 in 2010. costing 18 £1. ‘new mums’ and ‘busy mums’ Positioned as a health drink containing added nutritional benefits  N/A  Facebook and YouTube Presence.3m.  Nescafe’s new 3-in-1 product is designed for convenience. similar to the adverts screened in the late 1980. PR and Direct Marketing Programs  Ovaltine 15 Message Strategies Media Strategies Particularly targets ‘mums to be’. Gold Blend “activity bursts” in Spring and Autumn.g. Sponsored ITV 3's daytime schedule in 2010. National campaign to indulge in some 'me time'. augmented products The ‘art of tea’ advertisements run for 5 weeks on TV. Continuous exposure through TV sponsorship.

Prominance around Winter period. Fairtrade certification and organic sourcing of ingredients N/A Premium focus on cocoa ingredients displayed on packaging. Wallace and Gromit to the Yorkshire tea America tour showing the tour around the U.4m spent on TV advertising in 20 Jan 2011. UK online store open for purchases. suited to the target audience.g. Page 15 . tea time favourite Feb.7m TV. luxury. with associated guilt alleviated through fair-trade and organic specification Highly targeted channels.g. with new ‘Monkey and Al’ adverts released intermittently. Glass jar and paper label fully recyclable. focus on niche. empathetic and health conscious Brand extension for Cadburys Products. Yorkshire Tea Traditional Brand targeting consumers of all ages. Strategy plugs the value of a quality tea time. in an attempt to trigger purchase. High quality. indulgent product. radio. The website also compares tea with coffee highlighting its positive attributes Regular advertisement bursts. have not aired recently Increased product range with new low calorie products to encourage N/A Cadbury’s Drinking Chocolate Consumers loyal to Cadbury’s brand.March 2011 Campaign 22 £3.PG Tips BC1C2D Consumers Innovative products e. Regularly innovating campaigns e. press and website activity to promote newly rebranded packaging and slogan. Lack of mass media. pyramid shaped bag designed to attract consumers £3. available in a variety of formats including sachets N/A Separate adverts for the standard and indulgence range. Options Feminine Targeting through brand imagery Low calorie hot chocolate. ‘Monkey & Al’ characters used to recreate famous movie scenes The popular movie scenes depicted in the advertisements encourage the consumer to relate to the product. attempting to reposition itself as a younger brand long-established. synonomous with quality. However.S. where experiential sampliong activites around UK engage with consumers during cold weather Green & Blacks Premium AB consumers. and regular purchasers of products Augmented chocolate product to compliment portfolio N/A Fairtrade certified since September 2009 as promoted on21 packaging Incorporating deep purple colour and swirling logo. affluent.

25.24 More Women than men consume malted drinks. great London and East Anglia. Liverpool (465.1%).24 Social grades B (24%) seem to have a large proportion of malted drink consumers. Glasgow (642.000).25 Population Around 14% of 45-54 (825.77 million and 60-64 3. psychographics and behavioural characteristics.24 There has mean a significant growth in the number of females whom are either single or divorced but majorly of them are married.26 Location When looking at the consumption of malted drinks and hot chocolate.25 When asked about their consumption habits.000) and Leeds (489. Around 50% from ABC1.026.763.000) females consume malted drinks or hot chocolate drinks.000) and 55-64 (555.000). followed by the East Midlands (23. 20% of the sample audience responded that within the past 12 months they consumed low calorie drinks such as Horlicks light.94 million23 The average annual gross income for 45 – 55 is £31338 and 55 – 65 is £28681.000).000) are the major cities in 2010. Birmingham (1.25 Geographic London (7.25 Psychographic Page 16 . north west. 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. penetration was highest among those living in the South East (25.Buyer Analysis Target Customer Profile After Extensive research into various factors from demographics. North & north west (20%). London quite low with (13%).1%) East Anglia (21%).24 ABC1 are predominately located in south east.

24 Tesco. Hot Bereaves.24 Ecommerce and mobile commerce on a dramatic rise.Growth in working women.25 Behaviouristic Greater time spend online.24 Shopping & Health Trends Conscious effort to look at nutritional values of food and rise in organic and fair trade food purchases. ASDA. Sainsbury’s.24 A lot of part time workers are consuming malted drinks (Keynote.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.25 Media Consumption Page 17 . Car and rail travel the most popular methods of transport. swimming. yoga.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 Rise in smartphone popularity. Cycling. which could be mothers possibly as the data suggests young children are present in the household. lunch and meeting in coffee shops.24 Internet retailing is also becoming increasingly popular in shopping for food and drink.24 Working Life Average of nearly an hour every day getting to and from work.24 A rise in café culture of having coffee. Morrisons and Waitrose accounted for a 75% value share of hot beverages sales in 2008.24 More time spent at home and an increase in viewing of TV with a rise in satellite and cable uptake. 2009).

in some cases. the male or father will not have a choice in the product decision as information has been filtered out User Women and mums. family and even partners of you children’s friends. such as single mums. or working women The diagram above depicts the various decision-making units which are involved in the purchasing of Horlicks.Decision Making Unit Model27 Decider Women of the house. mums be it single or married Buyer Usually the women of the house or the in cretin cases the male or dad as the shopping list has been given for them to bring back Influencer This could be peers such as other working women. mothers. Gatekeeper The creation of the shopping list by the women or mums means that they filter out and make the impulsive choices based on their wants. and how each is involved and influences the buying-decision. The filtering of information means in some cases. needs and desires. Page 18 . the buyer and user are the same.

with creation of brand equity. people are finding it difficult to unwind29. and communicates Horlicks’ sleep unique selling point. creating an integrated brand identity and message to differentiate from other hot milky drinks.”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. a unique pillow-shaped pack and contemporary visuals were introduced across the product portfolio. may deteriorate the brand equity in the long run. 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. It is important for a strategic approach for brand management. female consumers. “The variety of promotional campaigns allows us to reach a broad range of young. featuring promotions giving visitors the chance to win a trip to New York – the city that never sleeps29. Page 19 . TV’s.Review of branding Review of Branding Look and feel of brand and visual identity To create a strong brand. In October 2008. with three new flavours. ‘helping people wind down at the end of the day’. engaging with a younger audience. showing the convergence of the target audience’s changing trends and the new and innovative products currently on the market. Dreamy Vanilla. “At Horlicks. DAB digital radios and HMV vouchers was implemented30. 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”. The new packaging has a modern. giving the brand a fresh new image29. This is complemented by the website which has been given a facelift with the aim of attracting younger consumers. 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. a technology focused prize selection incorporating iPads. Ellen Hedges explains. further building on Horlicks’ sleep heritage. More recently. The free samples also include a coupon to encourage people to visit a store and buy a Horlicks product”. further supported by Reid (2005)28 who concluded integration across the marketing mix results in improved marketing performance In August 2008.29 A Fresh New Image for Horlicks Alongside the new products. and not just brand sales. Cosy Caramel and Heavenly Amaretto. “New research shows that in today’s 24-hour society. Integrated Media Campaign Category Director for Horlicks. the Horlicks visual identity has undergone a complete makeover. the transformation of the Horlicks brand began with the launch of Horlicks Extra Light (a low 40 calorie addition to the range). being a criterion for deciding on the application of specific marketing mix elements.g. price reduction) which are likely to increase sales in the short run. it may easily happen that those marketing activities chosen (e. The launch also extended Horlicks’ flavour selection beyond Malt and Chocolate Malt. If the focus of brand management is placed exclusively on sales of Horlicks. visual identity needs to be applied consistently in all communications. yet relaxing feel.

supplementing this strategy with event sponsorships. particularly at the early stage of a re-brand. 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. Horlicks can reach these individuals through product placement in entertainment programs.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. could provide a potential component for marketing activities. spreading knowledge of the new launch. Page 20 . Word-of-mouth drives awareness of the brand. café’s restaurants. Therefore word-of-mouth – which Norbert Kraihamer referred to as “the oldest and best media in the world”32. and exclusive restaurants or cafés. and point-of-purchase marketing. Targeting ‘opinion leaders’ such as athletes and entertainment/lifestyle celebrities is also likely to influence consumer purchases. celebrity endorsements. at sporting events. Through a “seeding program”33 whereby GSK can micro-target shops. Horlicks should strive to build buzz around the product to drive it into consumers’ minds to influence purchase decisions.

 Easy access to suppliers and distribution chains.  Horlicks was voted one of the least ethical UK Companies by the Good Shopping Guide (8th Edition). along with little regulation. there is no scientific evidence to confirm this. increasing o Sporting.  Cadbury is opening branded cafes. new Communication strategy entrants could face a price war from existing Leveraging secondary brand knowledge – players.  The hot drinks market is expected to grow year on year. therefore appeals to health-conscious consumers. Brand Ambassador. However. especially when a new entrant moves creating new brand associations: into a more concentrated segment.  Horlicks has seen a year on year decrease in its brand share of the hot drinks market.  Resurgence of traditional products taps into consumers’ desire for “comfort brands”. The website is geared towards advising consumers on how to sleep better.  Previous advertising campaigns have had to be pulled by the Advertising Standards Authority due to false advertising.    Low levels of product differentiation coupled with low switching costs attract new entrants to the hot drinks market. o Celebrity Endorsement  Premium ‘other hot drinks’ products have o Psychological factors such as Nostalgia been introduced to the market.35 Threats   Horlicks is a caffeine free product which could imply health benefits over caffeine products.  Well established brand heritage. innovative Tagline for better recall. 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.34  Offer both an original and light version of the drink.  New prospective on marketing.SWOT Strengths  Weaknesses Horlicks is currently associated with aiding sleep however.  Negligible switching costs for consumers mean that they are free to shift to new players if they offer lower price products. Opportunities Existing brand strength within the market may make it difficult for new entrants to compete within the market. encourage new players into the market. (marketing week) Page 21 . Cultural or other Events competition.

website and TV diverse campaign.27 Current campaign comprising of on New fully integrated. pack promotion. creating a new fully integrated. triggering desire for the product after exposure to marketing messages. Page 22 . Provoking action to purchase product amongst 10% of target market by end of Achieve sales. The new campaign will encompass a variety of communications tools to engage consumers. advertising with little synergy and targeting a wider integration. Objectives A I D A       Generate awareness of the campaign in 35% of the target market by end of Q2 2012 Repositioning Horlicks from a sleep-related product. Convince 15% of target market that Horlicks will satisfy their need to emotionally recharge. toward emotional recharging Pursue interest rates of 25%. fulfilling all elements of the hierarchy of effects. understanding the advantages and benefits associated with the product. gain potential customers and increase customer retention. audience. diverse campaign to strengthen brand equity as well as generate sales. acknowledging brand.Campaign Objectives Campaign Objectives The aim of the Horlicks campaign is to transfer the existing communications mix from CURRENT position to POST CAMPAIGN position.

in order to maximise media buying efficiency whilst avoiding competitive advertising periods. Acquire new customers through experiential supermarket tours. takes customers from desire through to Action stage of purchase decision Drives forward purchase decision after passing consumer through affective stage. Update website to reflect new image/ removing any association with sleep. furthermore. Radio Advertising. utilising celebrity endorsement London Tube/Train/Station advertising. attracted to the brand repositioning for emotional recharge will remain with Horlicks as the brand progresses and grows its campaign and market share. website/email signups and coupon data entry. providing third party reviews which consumers have a higher level of trust than if directly from Horlicks. captures attention at both eye-level of lower-level with display tactics Maintaining and drawing upon loyal customer base avoids repetitive high market research costs New customers. Social media and Blog presence. being a seasonal product restricts advertising to colder periods during the year. and distributed at supermarket tours On-pack Spa promotion to incentivise purchase In store point of sale displays to attract consumers and provoke action to purchase Publicity sent out to existing customers on Horlicks database.  Advantages Takes customers through Interest and Desire stage of hierarchy of effects by appealing to consumer trust from third party sources rather than directly advertising from Horlicks  High readership and targeting capability of specific target segments  Passive channel for advertising. Communications Tool  PR/ Sponsorship    Advertising  Recommendations Experiential ‘Pop up coffee shops’ in supermarkets TV Sponsorship Newspaper magazine insert pullouts. particularly Q4. Money. allowing for simple relay of audio message to a high number of listeners from specific target segments  Targets a large number of commuters on a daily basis. drawing upon ‘waiting times’ during regular commutes. affixed to magazine rather than separate. Affective stage of hierarchy of effects. in a cognitive environment where advertising message can be effectively relayed. Stands-out from other products.off coupons integrated with magazine newspaper pullouts. viewing on-pack promo.Creative Recommendations Creative Recommendations The campaign will run throughout Q1 and Q2 of 2012.     Sales promotions       Direct Marketing    Online  Blogs etc provide third party reviews which consumers have a higher level of trust than if directly from Horlicks Website provides a central point to focus consumer touch points to integrate the marketing message and include brand information and elements of marketing mix Page 23 . for DM customer database. engaging with audience.

in total. 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 publicity should build positive images associated with the brand and the customer. 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. 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 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.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. The Horlicks representatives will be acting as the ‘personal selling’ mechanism within the idea.. the consumer will be ‘onboard’ with the product. In the foyers or car parks of supermarkets. Detailed on the next page. Page 24 .PR & Personal Selling Public Relations and Personal Selling Objectives Through the supermarket pop-up café campaign. The in store display will generate interest in the product Execution Horlicks will do a tour of the major multiples approximately. the café layout and summary of various aspects of experiential environment is provided. Once the consumer has sampled the product and has spoken to the representatives. The mugs used will be the heat changing mug that is available with the point of sale promotion.

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”.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. encouraging trial before purchase. The additional chambers either side of the free-flow pathway are allocated for “wet sampling” activity from personal sellers. Page 25 . The main chamber containing the interactive recording suite allows consumers to actively engage with the brand. Open environment with a free-flow traffic pattern encourages consumers to pass through willingly. alongside the dispense of promotional coupons for consumers who fill out data forms.

demonstrating the effectiveness of sales promotion (Laroche et al. Page 26 . raising awareness in customers. the customer should be able to relate to the product which should in turn lead to increased sales.Rationale The in store campaign will transfer the consumer from hostility. recording their views. therefore they are the most logical choice of UK retailers for targeting consumers and potential sales. ASDA. as much of the target market have negative preconceptions of Horlicks. Sainsburys. generating trust. 2003)39 and achieving objectives. following the in store demonstrations.1998)38. This café idea will provide Horlicks with the opportunity to take the customer right through the hierarchy of effect model. Morrisons and Waitrose are the leading retailers for Horlicks sales in the industry. allowing the public to develop ‘affective’ feelings by interacting with the personal sellers. Tesco. desire and action through interacting with the Horlicks Sale team. Through utilising Personal Sellers to establish promotional experiential environments. 36 As the major supermarkets in the UK. stimulating conative thought. selecting personal sellers similar to the target market. Marketing Public Relations is a multi-functional communications tool. The consumer will be able to purchase the product immediately after sampling therefore generating optimum sales as a result of the promotion37. receiving free samples and promotional items. increases participant cooperation (Smith. the Horlicks brand can maintain its relationship with retailers by utilising its sales team (Weitz and Bradford. Furthermore. 1999).

trustworthiness and expertise in association with the brand (Ohanian 1990)41. The constant reminder of Horlicks throughout the series should reinforce the product in consumers’ minds and encourage re-trial/ regular consumption. Research shows that fans of programmes were more likely to like the sponsor of their favourite programmes than less involved viewers. 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. 1999. 2005)42. Pringle and Binet. Furthermore. therefore encouraging consumer involvement. Page 27 . Furthermore as the celebrities are closely associated with the product and target market. 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 effectiveness is further increased (Erdogan.43.Sponsorship Sponsorship TV Sponsorship Objectives Horlicks will sponsor a TV programme that is predominantly watched by ABC1 45+ females. implicit mind and the power of sponsorship comes from the association made between the sponsor and the programme. the use of celebrities such as Nigella Lawson in marketing activities increases the credibility of the communications by exhibiting attractiveness. A research study by thinkbox and duckfoot40 has found that sponsorship has a profound effect on the emotional. Intention to purchase is up to 9% for fans of the programmes (4% on average). 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.

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.Sales Promotions Sales Promotion Promotional ‘Horlicks’ Mugs Objectives Multi. through the newspaper pullouts and through direct mail to existing customers on database.36 Execution Through a customer promotion. interest desire. encouraging the consumer to buy more than one pack. 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. the mugs sales promotion will complement other areas of the promotional mix. Consumer sales promotions tend to affect the later stages of the communications/ buying process such as a purchase. Coupons will be distributed via the Horlicks teams in the pop up coffee shops. customers will receive a free colour changing mug if they purchase 2 tubs of Horlicks. whereas advertising tends to affect the earlier stages such as awareness. 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. which will gain Horlick’s trade acceptance.44 The mugs promotion will satisfy retailers. however. 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.buy promotion should drive volume sales. 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. This is because the consumer will have to fill out their coupon with their details in order to claim their ‘money-off’ pack. Therefore. 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. we consider the money off coupons to be extremely beneficial both in the short and long term. Page 28 .

to deliver an integrated message for emotional recharge. can be entered through the website or via text (sms) message. detailing the chance to win a weekend spa treatment break.S in the perspective of increasing sales. which after peeling. Execution Each pack of Horlicks will contain an individual code.Shimp (2010)36 the P. Page 29 . people are finding it difficult to unwind (Hedges. In-store P. This integration of packaging promotion and selected prize means consumers will associate the drink with renewing your inner glow.O. by reminding them of the information acquired from other Horlicks media campaigns.S is implemented.O.5% uplift in sales if in-store P. Research has also demonstrated an average of 7. thus driving sales. Rational In the UK. by informing them about the specific items such as Horlicks.S display Objectives Reinforce the brand image through appealing visualisation. encouraging multiple and repeat purchases. Rationale This offers consumers the chance to win a prize which is directly related to the product message being communicated. and by encouraging them to select Horlicks and influence consumers to a make purchase decision. Execution P. engaging graphics and message content.O.O. 75% of shoppers make their final purchase decisions in-store in response to product displays and visual merchandising.S display. showing the power and effectiveness of P. Horlicks should provide an opportunity to make the most of this consumer trend through the on-pack Spa promotion. alongside those additional stores where a high local level of ABC1 consumers exist. generate customer purchase action through provoking conative reactions to P.S will influence the consumer behaviour in three ways. with an email being sent to the provided address containing a link to download and print a voucher for their free spa treatment.O. alongside Spa treatments which are synonymous with relaxing and unwinding.S would be implemented in stores where the experiential supermarket tours are undertaken. E 2008)30.O.46 According to Terence A. embedded in the lid of the product.‘Spa’ on-pack Promotion Objectives Research has shown that in today’s 24-hour society.

to encourage positive conative reactions. The mail will be sent out through second class post to minimised costs.Direct Marketing Direct Marketing Objectives The existing Horlicks consumer database will be used to contact the 250. 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. enabling GSK to develop a long-term active relationship with the consumer. 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.000 (approximate) existing customers to reward and reinforce frequent customers as well as remind customers that have not recently purchased Horlicks. Rationale The coupons will require the consumer to complete a form with their details so GSK have the opportunity to develop their database. This will enable us to easily measure the success of the direct marketing campaign. Page 30 . A coupon will be inserted in the mail pack which will allow the customer to redeem money off their next Horlicks purchase.

2005)27. An integrated ‘hit counter’. Identify the increased flow of traffic through Horlicks website over a set-period. T. Websites can be considered the centerpiece of companies’ online advertising efforts. the ease of operation that the web offers. and offers from emails within set expiry period (1 year) and control procedure from personalized coupons will help to tag customer purchase habits. approval from Horlicks to allow codification of site scripts. consumer views. the high amount of relevant information that can be communicated simply yet effectively. to establish specific areas that consumers navigate. Execution & Rationale The use of blogs and social networking sites helps consumers produce affective feelings by triggering responses to the campaign stimuli i. 1973)48. through creative process. Achieve search engine blog word-of-mouth to build on brand equity via third-party sources and reviews. This will produced a more credible source of PR for Horlicks as consumers place a higher value on unofficial and non-biased sources i.g banners. “Tell us your experience with Horlicks” (Ray. The versatility that technology provides. Social Networking/Blogs Objectives Sign up consumers to receive special offers from within social networking sites. email and paid searches simple serving to drive traffic to their websites (Shimp. 2010)36. gives Horlicks a profound advantage when considering to utilize this tool47.Internet/Online Internet/Online Website Objectives Achieve sign-ups to email newsletters from website within 3months. measuring the number of visits to a page. Horlicks can utilise these figures to ascertain navigation trends and information needs of consumers. further supported by Reid (2005)28 who concluded integration across the marketing mix results in improved marketing performance. with other advertising formats e. would establish the level of hits to any given website or blog. Execution Re-design of current website. The Horlicks website provides an information and interactivity point.e. and then published to Internet. and improve these sections. information need patterns. 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. detailing brand information and marketing propositions from across all elements of the marketing mix allowing for an integrated message. Rationale The Web is a powerful tool for advertising. as opposed to Horlicks’ own communications (Pickton and Broderick.e. in order to improve and update content and layout on a regular basis. Page 31 . The utilisation of printed coupons by consumers.

which indirectly relates back to the tube advertising although cannot be indefinitely proved that this was the cue for action.horlicks. repeat viewings on daily basis will increase brand knowledge and interest for trial. leading to higher levels of retained brand knowledge and perception49. allows Horlicks to reach their target audience in a cost effective manner.com (feature online selection tool for ‘how did you hear about us’). first for the train and then for the train to arrive at their destination. broadcasted throughout the tube experience. TCPs have a high dwell time of on average 13 minutes50. whilst communicating with those on their journey into the City from London & the South East. therefore. A result of the enforced waiting within the Tube leads a higher number of the target market to be exposed to these messages. therefore Horlicks can exploit this opportunity by using long copy. i. Waiting can be constituted by a multitude of activities.Advertising Advertising London Tube/Trains Objectives Provoke reaction through brand message advertising. the spatial-temporal activity that best represents the time passed commuting in the Tube system. Selecting tube lines that are most relevant to target market and segmentation. through exposing the target audience to advertising messages and images displayed on the walls of stations and inside carriages. Whole Trains of Tube Car Panels would allow Horlicks to completely surround the audience with the marketing message. in a completely solus environment. therefore encouraging people to visit local supermarkets would provide a cue to engage with the experiential environments. allows advertisers to reach high-end (cash rich) AB office workers on their daily commute. Waiting seems. E. Execution & Rationale Daily commuters in the London Underground spend most of their time waiting.e sign up for special offers at www. as a state of mind and activity that people perform in order to pass time during these moments. Page 32 . dominating the TCPs on the Waterloo & City Line. enabling commuters to immerse themselves and engage with the brand. Following pathway of target segment consumer. Horlicks print advertising can target this entire period of ‘waiting’.g.

utilsed by Horlicks to target advertising to those stations and time slots with different formats i.52. the latter of which there exists a time lag until the next issue is released.e. 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. and establish effective audience reach. news/talk to classical music to rock.Radio Objectives A major strength of radio is its ability to reach segmented audiences. with advertisements likely to be received when the consumer’s mental frame is most conducive to persuasive influence of the brand message (Shimp. Economy is the third advantage of utilizing this format. the large page inserts provide high capacity for tailored content. Another advantage of radio advertising is that people often select radio stations with which they closely identify. in comparison to a standard newspaper print advertisement. Execution & Rationale 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. 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. In terms of target audience CPM. 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.53 Page 33 . Large full-colour newspaper inserts offer eye-catching and slick graphics to create customer awareness and interest in the brand message. Execution & Rationale Newspaper magazine inserts has a 10% share of the total UK direct marketing expenditure. radio advertising is considerably cheaper than other mass media such as television and print. In addition. T. 2010)36. educating customer and gain customer knowledge about Horlicks.

A Diagram depicting Consumer Pathway through the Hierarchy of effects model. to build brand relationship and knowledge. The passive nature of the radio advert will allow commuters (particularly in vehicles) to listen to an advertising message. Free sample sachet of Horlicks to be attached/placed in magazine packaging for product trial. encouraging action through incentives for purchase of product and receiving the benefit of a reduced price. alongside the desire to purchase. complementing usage patterns. leading through the cognitive stage of hierarchy of effects and raising awareness and interest of the brand and product featured. passing consumers through the conative stage and provoking desire to purchase after the trial in-store. allowing consumers to mentally visualise the brand representative. Builds relationship over time through email offers. creating awareness and interest for the product. strengthening understanding of the brand and its positive attributes. The featuring of celebrity endorsement heightens the sense of trust and credibility of the advert. and through to action stage of purchase decision. triggering high brand equity. affective stages of hierarchy of effects through additional utilisation of coupons as a promotional tool. and possible desire to purchase with the incorporation of promotional incentives. Page 34 . alongside trial of product through “wet sampling”. 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. Key Target demographic of:  ABC1 Female  Aged 45+  Housewife  Working Mother Consumers on their daily commute (London Tube/National Rail/Station platforms) will have time to read advertising content. updates and personalised vouchers. creating awareness and interest. Coupons lead consumer through conative stage of decision-making process. afftecting future purchase decisions based upon cues to purchase. with desire arising from repeated expose on regular commutes. detailing marketing mix strategies leading to purchase decision. leading consumers through the affective and conative stages. learning and engaging with the brand message displayed. or perceived higher value from BOGOF offers or free trial of future augmented product and giveaways. and providing the necessary coupon to create the purchase action. Experiential environments set-up at supermarkets allows for high footfall to interact with brand representatives. leading consumer through affectiveand conative stages of Hierarchy of effects after trial.

claimed purchase behaviour and the like.000 household panel’s purchasing habits. Once the coupon has been filled out and redeemed. This will be done through qualitative and quantitative interviews and studies. this should reduce the risk of failure. The result shall mean substantial details about how many people have gone thought to specific pages from keywords. The use of SEM keyword will also be traceable with the use of analytical packaged like Google Analytics. Page 35 . they will all be printed for the newspapers magazines. monitoring when the consumer drinks Horlicks and how often they drink the product. This will mean a more effective list can be created using the most popular keywords going forward. then the sales of Horlicks from those particular customer will have doubled from 150. For the Inserts. attitudes.000 unites. Kantar Worldpanel data will be used to identify any changes in the 25.000 mug are given away. The sale promotion offer of buying two packs of Horlicks and receiving a free mug will mean that if all 150. Post-testing Millward Brown will evaluate consumer’s perspectives following the campaign. weight of purchase. GSK will be able to monitor frequency of purchase. These enable specific campaign tracking codes to be attached to keywords and copy. we are able to then send out the follow up direct mail piece with personalised customer details. average consumer age amongst many other key measures of Horlicks. This is why we have taken some measures in order to help effectively see how successful the campaign is. which is a huge increase in consumption which could affect further the usage habits. and study the following. Kantar Worldpanel data is obtained on a continual basis so it is possible to easily compare Horlicks’s performance before and after the campaign. By carrying out these studies before the campaign. It is also possible to study the usage of Horlicks. Trying to attribute sales to marketing can be a difficult task with many potential influences on a customer. It is also possible to identify how well competitors perform following their campaigns and as a result of the Horlicks campaign. purchase intention. This way. This will be down to the supermarkets relaying this information back to GSK. These again will have serial numbers in order to identify if they redeem offers included in the follow up communication piece. existing customer and supermarket tour with serial numbers. the effect of that marketing communication on awareness. they will be centrally collected form all the various sources in order for them to be processed and recorded made on the database.Measurementof& Measurement and Evaluation 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.000 units to 300.

The campaign will carry the consumer through the hierarchy of effects model. Page 36 . The communications plan is dynamic and varied and utilises the budget effectively to achieve maximum impact. The variety of mediums used should bring the product to the forefront of consumers’ minds and deter them from choosing competitors. persuading consumers to purchase Horlicks as well as developing brand equity and aiding the development of a long term communications strategy. sophisticated plan that will reposition the brand from an evening drink consumed by women over 65 years old to a younger. (Similar to the Nigella Lawson Malteaser cake that contained Horlicks) Maintain contact with database consumers built up through the Q1 2012 campaign. diverse. women over the age of 45 market. Future Recommendations:      Increase number of supermarkets on ‘pop up cafe’ tour and expand to exhibitions. Focus communications in Q1 and early Q2. Avoid advertising in Q4 as this is ‘cluttered’ with Christmas advertisements. Monitor potential TV sponsorship opportunities Encourage TV chefs to cook/ bake with Horlicks.Conclusion Conclusion The new Rare Signal campaign for Horlicks is a highly integrated. 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. reaching the final objective of achieving x% of consumers taking action and purchasing Horlicks.

7 5.2 1.6 2.1 6.3 1.7 8 Typhoo Apeejay Surrendra Group 2.3 9.4 5.8 0.7 0.9 0.9 Associated British Foods Plc 13 Options (ABF) 0.4 2.1 1 1 1 1 1 12 Maxwell House Kraft Foods Inc 1.1 5.3 0.8 0.7 0.1 1.4 21 Nespresso Nestlé SA 0.1 3.5 2 PG Tips Unilever Group 9.Appendix 1 Appendix 1 Figure 1: Brand Shares (by Global Brand Name) . Brand Shares For UK Hot Drinks Market Page 37 .5 Nescafé Dolce 20 Gusto Nestlé SA 0 0.3 4 Kenco Kraft Foods Inc 5.1 1.6 0.9 1.Historic .2 0.3 2.3 2.8 Cadbury's 17 Highlights Kraft Foods Inc 0.8 0.9 6.4 0.3 2.7 0.5 2.8 0.7 Associated British Foods Plc 18 Ovaltine (ABF) 0.7 5.9 23.8 0.1 5.5 6.% breakdown Brand Company name (GBO) 2005 2006 2007 2008 2009 2010 United Kingdom Hot Drinks 1 Nescafé Nestlé SA 23.7 1.9 2.5 0.2 1.3 0.1 11 Nesquik Nestlé SA 1.2 0.9 9 Horlicks GlaxoSmithKline Plc 2.4 21.6 23.1 1.5 0.2 0.Retail Value RSP .7 0.4 Source: Euromonitor.1 1.3 1.8 0.8 20.4 Associated British Foods Plc 5 Twinings (ABF) 3.9 0.9 14 Lavazza Lavazza SpA.2 3.3 3 Tetley Tata Global Beverages Ltd 8.8 9.6 9.4 2.3 2.5 9.7 0.7 0.8 15 Taylor's Bettys & Taylors Group Ltd 0.3 22.1 5 6 Yorkshire Bettys & Taylors Group Ltd 2.4 1.9 4.4 2.8 3.9 0.9 0.6 19 Cafédirect Cafédirect Ltd 0.9 0.6 2.3 10 Carte Noire Kraft Foods Inc 1.8 Cadbury's Drinking 16 Chocolate Kraft Foods Inc 0.1 0.1 7 Douwe Egberts Sara Lee Corp 2.5 0.2 0.1 0.8 9.6 0.8 0.8 0.6 0. Luigi 0.9 0.8 0.1 3.2 1.

Appendix 2 Storyboards Horlicks 2010/ 2011 – ‘Made For Evenings’ Page 38 .

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 2006/2007 .

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 .

30 seconds Page 42 .Options .Speed Dating .

675 Direct Mail £48.600 Agency Retainer Fee £72.790 Jan 02/01 09/01 16/01 23/01 30/01 06/02 13/02 Feb 20/02 27/02 06/03 13/03 Mar 20/03 27/03 03/04 10/04 Apr 17/04 24/04 01/05 08/05 15/05 Q2 2012 May 22/05 29/05 05/06 12/06 Jun 19/06 26/06 Total £508.591 £595.500 £142.800 £133.450 £278.316 £150.933 £25.151 £300.834 £ 193.900 £278.200 £10.000 £218.000 Nigel Lawson Sponsorship £ 76.220 £153.802 £48.200 £11.200 £10.862 Page 43 .901 184.500 Final Total £2.933 £25.000 £508.200 £11.000 £ £150.500 £142.901 £297.220 £153.Media Plan Q1 2012 Media Television Press Radio Channel 4 Fern Sponsorship Newspaper Weekend Magazines Inserts Drive Time Campaing Supermarket Tour Outdoor Tube & Rail Posters Insert Existing Customer Campaign Followup Campaign Website SEM Online Facebook & Blog Youtube POS Competition Sales Promotion In Store Point of Sale Spa Weekend Prize Draw Heat Changing Mugs £218.790 £10.591 £297.800 Advertigin Research £30.000 £10.450 £378.994.675 £133.

Media Planning GANTT Chart Week # 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 Activity 2012 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 4 11 1 1 1 1 1 1 1 1 32 35 1 1 1 1 36 41 46 41 34 39 3 8 45 47 1 33 37 39 48 5 8 40 44 46 50 4 2 34 38 40 43 46 4 8 38 43 45 49 1 40 46 48 1 40 44 1 40 44 1 51 15 40 45 11 44 49 1 1 35 38 41 47 37 45 48 15 38 40 5 10 46 48 15 36 38 46 50 5 8 43 45 49 51 5 10 37 39 46 45 46 6 10 42 44 48 50 15 45 47 50 15 43 45 15 45 45 15 51 15 44 46 12 48 51 4 15 37 40 46 50 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 2011 Channel 4 Fern Sponsorship Launch Channel 4 Sponsorship Negotiations Channel 4 Sponsorship finalised Sponsorship 5" Advert Production Sponsorship 5" Final Approval Production Nigella Lawson Sponsorship Launch Nigella Lawson Sponsorship Negotiation Nigella Lawson Sponsorship Finalisation Radio Campaign Drive Time Campaign Phase 1 Launch Radio Campaign Drive Time Campaign Phase 2 Launch Radio Advert 30" Production Radio Advert 30" Final Approval In Store Point of Sale Launch Point of Sale Artwork Designs Point of Sale Final Approval Point of Sale Production Point of Sale Delivery Newspaper Weekend Magazines Inserts 1st Phase Launch Newspaper Weekend Magazines Inserts 2nd Phase Lauch Insert Artwork Design Insert Final Approval Insert Production Insert Delivery Insert Existing Customer Campaign Launch Supermarket Tour Launch Supermarket Stand Design Supermarket Stand Design Final Approval Supermarket Stand Production Supermarket Stand Agency Staff Planning Negotiation Supermarket Stand Agency Staff Planning Finalised Tube & Rail Posters Phase 1 Lauch Tube & Rail Posters Phase 2 Launch Tube & Rail Poster Artwork Designs Tube & Rail Poster Artwork Final Approval Tube & Rail Poster Production Tube & Rail Poster Delivery Website Launch Website Designing Website final design approval Website Production SEM Lauch SEM Initial Keyword List & Copy SEM Finalised Keyword List & Copy Facebook & Blog Launch Facebook & Blog Designing Facebook & Blog Design Final Approved YouTube Launch YouTube Adverts Uploaded Spa Weekend Prize Draw Spa Weekend Prize Negation with Sanctuary Spa Weekend Prize Finalised with Sanctuary Follow-up Campaign Launch Follow up Direct mail Artwork Designed Follow up Direct Mail Artwork Finalised Follow up Direct Mail Production Heat Changing Mugs Launch Heat Changing Mugs Artwork designing Heat Changing Mugs Artwork approved Heat Changing Mugs Artwork production Heat Changing Mugs Artwork Delivery Page 44 .

5% Referances Mugs 150.000 £ Referances Referances 12 £140.35 Advertising Research 2 Studies Millwood Brown £ Cost Total Cost To Client 2.220 25.200.000 23 Website & Facebook & Twitter Update website Mobile Website Facebook & Blog Youtube £ £ £ £ Cost 25.700 8.000 £ 214.000 Referances 33 References 76.0 Referances 45.41 POS Costs Number Production & Delivery Costs 11.600 Referances 8 Nigella Lawson Sponsorship £ Cost Total Cost To Client 2.000 £ Production Cost 100.5% References Sanctuary Spa for 2 Promotion 1000 £ 150.900 11.000 Viewers 994.000 10.5% 30.8.5% 142.000 £ Total Cost To Client 2.000 £ 153.5% Total Client Cost £ £ £ £ 25.000 £ 30.500.200.0 10.5% 508.000 10.Media Planning Appendix SEM Renew Your Innter Glow & Fern Keywords Total Client Cost Total Cost To Client 2.200.500 ABC1 Women 45+ TV sponsorship Fern on Channel 4 60 spos (20 x 60mins Shows) Sponsorship Cost £ 400.5% References 1. Number Production Total Cost To Client 2.0 10.26 Number Cost Total Cost To Client 2.000 Total Cost To Client 2.000 10.5% 75.000.800 Total 18.000 £ 546.9.500 £ 218.000 £ 11.000 £ No Of Payments 4 £ Cost Agency Retainer 72.790 10 Page 45 .0 £ 10.00 £ Total Cost To Client 2.000 34.

000 131.570 6.000 42.148.432 243.918 £ Cost Per Response 0.5% References 278. 32.917.200 £ 1. 22 Supermarket Tour Insert No.167 6 £ 66666612.3.217 Total Client Cost Referances £ £ £ £ 10. 31.963 £ Total Cost To Client 2.840 £ 42.5% Total Client Cost References 250.000 4.100 £ 5.457.101 595.000 7.917.000 2.2.867 £ 5.500.8 £ 35.773 241.5% 66.Tube Car Panels . 27.000 £ £ £ £ £ £ Total Costs 295.royalmail.000 2.6 sheets London Elite 200 individual Panels Underground . 29. 30.892 130.Waterloo/City Line 300 Panels Costr per Week No.000 7.250.840 £ 4.793 182.com/port al/rm/jump1?catId=400023&me Inserts to Exisiting Customer Database (Check Figure) diaId=400028 Engange Intrested Campaign Direct Marketing Target Audience Print & Production Costs Postage 2nd Class Total Cost Percentage of Redeption No of responders Cost Per Response Total Sample Costs Total Cost To Client 2.875 £ £ 48.000 £ 789.000 90.000 Total Cost To Client 2. 39.333 £ 3.Train & Tube Stations National Rail 6 Sheets SE Commuter 70 individual Panels National Rail Passenger Panels 500 trains Underground .432 1.802 28.700.354 £ 0.044 937.043.000 42.307 35% 25% 87.600 £ 124.350 £ £ 354.746.8 Page 46 .0 - OTH GRP References 4 4 4 4 4 - 71 52 48 64 66 1.100 20.4.000 6.500 £ 118.840 £ 42. 38.500 £ 197.000 Per show Location & setup Cost 830 No of Locations 280 £ Total Cost 261.000 42.382.043.000 7.6.000 1.418 £ 2. Of Weeks Daily Travel Passengers 6 6 6 6 2.8 £ 63.206 2.000 15.608 8.808 2.0 £ 9. 37 Calimiedia Quote (Lexus 2010) http://www.5% £ 300.420 £ 38.000 7.67 £ 7.46 £ 0.250 £ 342.700 9.000 2.4 Capital FM Network Heart LBC Gold UK Spotify Radio Ads ABC1 Women 45+ Reach ABC1 Women 45+ Reach % Cost to Advertise Number of Weeks Production Cost per week 18 13 12 16 17 100 £ £ £ £ £ £ £ 47.894 £ 37.840 £ 91.675 133. 500000 £ Insert Production costs 5.000 1.000 42.000 £25.00 Estimated ABC1 Women 45+ Footfall 531.400.375 57.700.5.0 £ 35.000 Stand (4 Stands) 24. 40 Radio Magic 105.413 £ 40.000 2.167 7.500.051.700 1.796 837.592 44.800 £ 42.808 Daily ABC1 Women 45+ 243.48 £ Total Sample Costs 11.900 £ 42.591 24.700 Reach % Total Cost Production Costs Total Cost To Client 2.670 Percentage of Redeption 25% No of responders 132.000 361.7.500 £ 12.933 £ 182.

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