HUL L.I.M.

E 12: Stage 1 Submission

HUL Brand that you have picked up: HORLICKS GROWTH PLUS
1. TARGET AUDIENCE AND THEIR PROBLEMS (75 words)
The total target audience for Horlicks growth plus(HG+) comprises parents of children less than 9 years old in
India (~158,789,287). Our campaign targets low-income households because emphasis on nutrition in COVID
scenario is the need of the hour. Most parents struggle to provide their child with proper nutrition either
because they don't know what to feed their child, or the child is a fussy eater. In India, 38% of children below five
years are stunted. 21% a have low BMI, 36% are underweight. An alarming insight states that death of 45%
children under five is related to undernutrition. HG+ aims to provide affordable and complete nutrition to the
future of India.
2. HOW BIG IS THIS PROBLEM & WHY IS IT CRITICAL? (75 words)
According to the World Bank data, India has one of the highest demographics for malnutrition among
children. Approximately, 44% of children under the age of 5 succumb to malnutrition in India. It has a total of
46.6 million stunted children, which accounts to one third of world’s total. Proper diet and nutrition is very
essential, especially in the early stages of life to ensure good immunity and the overall well-being of any
individual.

3. COMMUNICATION CHALLENGE (100 words)

Since the target audience for this campaign is rural poor population and migrant workers, communication
poses a huge challenge. Digital advertising will not work here, because of the lack of channels available. Low
literacy will also be a barrier, because of which people fail to understand the importance of nutrition among
children. They will also not be open to change. For the marketing campaign to work pan India, it needs to be
customized and localized for each area, since there will be differences in language, customs, traditions, and
lifestyle. Many villages in India lack the basic communication infrastructure.

4. CONSUMER INSIGHT (50 words)

It is proven that good nutrition means good immunity, and during times of COVID, good immunity is the top
priority for rich and poor alike. The rich rely on doctors and nutritionists for advising them, but children are
fussy eaters, and parents don't want to give medicinal supplements to their children. The poor are clueless in
this matter and rely on local beliefs on how to provide nutrition to their children. As per our research they
often feed nothing more than "sattu" which they get in loose packing from a retailer whom they don't trust.
5. CAMPAIGN IDEA (50 words)
With the idea of “healthy child healthy India” it is important to make parents realize that their children are
important cogs in the wheel that is India. Focus will be to convince the TM that HG+ cares. The educative
initiative in collaboration with doctors would be pivotal in achieving that. With 9.7 crore poor children in
India, market opportunity to make a difference is intense.

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

• Heavy with the radio and newspaper advertisement in regional language since they are the first choice for
the target segment. Especial focus on regional newspapers in the areas of high malnutrition (Madhya
Pradesh – 74.1 %, Jharkhand and Bihar -56.5%, Tamil Nadu – 23%)
• Partnership with the Indian Medical Association and Indian Academy of paediatrics to build credibility and
trust among the target group. Medical representatives and paediatricians be provided with free samples to
distribute to patients
• Association with UNICEF to leverage data such as food deserts in India that will enable more focused
promotion and enhance the reach of HG+
CAMPUS: IIM Visakhapatnam TEAM NAME: Thinkers
TEAM MEMBERS: Shivam Jha, Krishnaa Gopakumar, Vinayak Seth