Harit Sharma

EPGDIB 2020-21
Roll no- 12-B
1.0 Discuss how marketers facilitate the consumer learning through positioning
strategies.
Consumer learning is a continuously evolving process of user experience and
comparison between brand promise and actual satisfaction. In this process lot of
stages of learning and its associated learning curve, some of the items which are
bought rarely, some are moderate and some of daily use depends on shelf life, cost,
usability etc. With this learning curve consumer can either be your happy, unhappy
or neutral customer.
In positioning the way Consumer perceive your brand relative to its competition.
In our case, health food companies attempt to educate consumers about the
benefits they obtained from these drinks, as well as the importance of a balanced
diet to the overall physical and mental development of children. They are intending
to motivate consumers by providing the information to the consumer about product
benefits.
Marketers uses highly Credible source to deliver their message to the end customer.
such as advertising through endorsement by sports celebrities, doctors & Medical
associations and emphasizing research showing the importance of healthy food
drinks in children's development to stimulate customer motivation in consumer
purchasing decision.
Consumers respond by purchasing the product based on motivation and cues, and
the response they choose is most often heavily influenced by their previous
experiences. Understanding consumer learning may allow a marketer to elicit the
desired response.

2.0 Compare and contrast the strategies adopted by Horlicks, complain and
Bournvita for consumer learning
Strategies adopted by various companies depending upon market share
and timing:
Horlicks:
i. Developed the product specific to Indian Market and positioned as
‘The Great Family Nourisher from 1930 to 1960
ii. In 1960 rebranded as positioned as health drink for Adults & elderly
iii. Later in 1970 relaunched as ‘the Great Nourisher’ and in 2003
launched pleasurable nourishment flavors like Vanilla, Toffee, Elaichi &
Chocolate
iv. Extension of brand such as Junior Horlicks for toddlers, Mothers Horlicks
for breast feeding mothers
v. Line extension to Horlicks Lite for adults and Women’s Horlicks
 Harit Sharma
EPGDIB 2020-21
Roll no- 12-B
Complan:
i. Initially positioned as Complete Planned Food and Superior to Milk for
elderly peoples and later for growing children
ii. Relaunched as complete drink for all, be it children, Adults and elderly
iii. Also developed options of low fat and cholesterol and Zero fat and
cholesterol also.
iv. Launched Chocolate, Mango, Strawberry, Caramel , Kesar Badam,
Pista Badam and Natural
v. Line extension to Complain Family (Delicious and Lite), New Complain
with memory chargers and Complain NutriGro (even for 2-4 years of
kids)
Bournvita:
i. Positioned as the best Chocolate drink for nutrition for growth and
development of children.
ii. In 1990 Re-introduced as best mix of vitamins and minerals. Later
relaunched as per RDA balanced formulae
iii. Uses multiple promotional slogans to emotionally connect with
Consumer like ‘Tann ki Shakti, Mann ki Shakti …, Tayari jeet ki
iv. Brand Extension Cadbury Bournvita and Cadbury Bournvita 5 Star
v. Line Extension by launch of Bournvita LiL
Message was more or less same with all drinks first they entered in market with
drinks for elderly and then star positioning it for all age groups or family.
Also all product pitch has evolved a lot from the inception from healthy drink to
necessary nutrients for Brain development, immunity boost, overall personality
development.

3.0 For the product like health drink what do you think should be an appropriate
approach for a marketer to encourage learning and product adoption when
buyer is a:
a. A mother who, is buying for her child

Encouragement is to emphasize on product qualities and the importance

of these attributes in the overall development of children when
compared to standard milk.
 Harit Sharma
EPGDIB 2020-21
Roll no- 12-B
Reminders in the form of advertisements endorsed by credible sources like
doctors emphasizing the importance of healthy food and Sportsman
emphasizing on Strong Muscles and stamina.
Also, displaying the various flavors of drinks available, their prices, and so
on.

Mothers' response in the form of product adoption and trial.

b. A college goer, who is buying for himself

Motivation is provided by emphasising the importance of a well-balanced

diet for energy, stamina, bone and muscle development. Also
demonstrating the importance of vitamins, calcium, zinc, and other
minerals for both mental and physical development.
Also with offering initial product offers to promote trial.

Signals in the form of advertisements endorsing celebrities and athletes

demonstrating the importance of healthy foods drinks.

Individuals' responses in the form of product adoption and trial

Positive reinforcement is provided by displaying a sportsperson working

hard on the field.

c. A hostel Canteen buying for its boarders

Incentive- Hostel canteen needs to have such supplements to complete

student diet plan, so for Canteen owners initial offers like bundled product
with drink (free bees) are exciting or discount on bulk purchase.

Cues in the form of advertisements demonstrating the benefits of the

product in terms of overall boarders’ development
 Harit Sharma
EPGDIB 2020-21
Roll no- 12-B
4.0 Identify the method of learning whether classical, instrumental, or Cognitive
which seems to best explain the following

a. Consumer habitually buying the certain brand of heath drinks because

their parent did so
Classical conditioning in which learning occurs involuntarily. An
automatic conditioned response is paired with a specific stimulus when a
consumer learns through classical conditioning. This results in a behavior
which generally seems to be habitual in nature.
In Classical Conditioning, the consumer has been conditioned with a
specific brand since childhood, and they have experienced the benefits
of health drinks, which provides a reason to buy the same brand over
period.

b. Consumers being attracted to cash rebates, free product sample , trial

periods and low introductory prices

It is a type of operant/instrumental conditioning in which learning is

accomplished through the use of rewards and punishments for behavior.
An association is formed between a behavior and a consequence
(whether negative or positive) for that behavior through operant
conditioning.
Free product samples, free trials, and non-product rewards conditioned
the consumer's behavior to purchase the product in this case.

c. Consumer buying the particular brand because of descriptive and

persuasive information available on the labelling and packaging as well
as advertisement on the television.

It is a type of cognitive learning in which consumers learn by constructing

processes and concepts. Descriptive and persuasive information on the
labelling and packaging, as well as advertisements, provide specific
information about the product that will amend or create new knowledge
for the consumer.
Consumers use this knowledge to compare different brands and choose
the best one.