Ask Question, Ask an Expert

+1-415-315-9853

info@mywordsolution.com

Ask Marketing Management Expert

Case Study - Horlicks

Horlicks is the name of a company and of a malted milk hot drink. This brand is the leading product in the hot milky drinks market and has been associated with 'sleeping better' for the past 70 years. In the past 3 years Horlicks has been re-branded to give it a fresher and more modern appeal. MediaMix is a marketing consulting firm which was tasked to develop strong relationships with Horlicks consumers by implementing an online marketing communication strategy in order to grow the customer database.
 
Objectives

• Create a cost effective email campaign that powerfully positioned the Horlicks brand
• Ensure that the design reflected the very core and essence of the product
• Encourage revisits by incorporating interactive features including polls and links to competitions
• Create a friendly tone of voice that gave the email a personal feel.
 
Solution

MediaMix  created a series of fun and informative email campaigns to engage the consumer and lead them to purchasing the product. The design consisted of compelling content and interactive features including polls, music downloads, links to competitions and product related information. MediaMix made each email enticing so that users explored the whole email. Overall the emails exuded cosiness and reflected the warm nature of the drink itself. This combined with the fun bold type, faces and chunky graphics all helped to create instant visual impact.

The Results

The campaign generated a phenomenal amount of interest with 72.9% of users opening and reading the email and over 30% downloading and interacting with the email. In addition Horlicks achieved their objective of growing the database with 5.6% of subscribers choosing to send the email to a friend, which meant that the Horlicks communication extended beyond the core mailing list audience.
 
problems

(a). Describe briefly  three  advantages  of email marketing  benefited by Horlicks.

(b). describe five benefits of email marketing to the Horlicks consumers?

(c). One important task of the re-branding campaign in the case study was “to develop strong relationships with Horlicks consumers by implementing an online marketing communication strategy in order to grow the customer database”.

(i). describe the purposes of strategic online marketing.

(ii). What is relationship marketing and describe three characteristics of relationship marketing?

(iii). prepare on the effective long term strategies for database marketing for selling Horlicks.

Marketing Management, Management Studies

  • Category:- Marketing Management
  • Reference No.:- M96917

Have any Question? 


Related Questions in Marketing Management

What are the three categories of infosec controls how is

What are the three categories of InfoSec controls? How is each used to reduce risk for the organization? Using a Web search engine, find five examples of values, vision, and mission statements as well as public declarati ...

Letnbspg0 magnitude of the gravitational acceleration at

Let  g 0 = magnitude of the gravitational acceleration at the surface of the Earth,  R  = radius of the Earth, and  h  = height above the Earth's surface At what height (expressed in terms of R) is the magnitude of the g ...

Please answer each question -1 what is beta testing and how

Please answer each question - 1. What is beta testing and how is it used? Provide an example and explain what could happen as a result of the beta test. 2. Define the 5 "C"s of marketing. Elaborate on why each "C" is imp ...

Please answer each question in an essay form 1 one

Please answer each question in an essay form. 1 (one) paragraph for each question. 1. If Starbucks wants to enter the Cuban market which global market entry strategy would be best? Why would you choose that particular st ...

Marketing plan product identification and swot analysis

Marketing Plan: Product Identification and SWOT Analysis What To Do: This week, you will be creating components of your capstone marketing plan assignment. You will then finish your plan in week 5. Using the company you ...

Hypochondriacs are obsessed with their health talk a great

Hypochondriacs are obsessed with their health, talk a great deal about their real and imagined health problems, and visit their physician frequently. Imagine that you developed an 8-item self-report measure of hypochondr ...

Questionpost your healthcare marketing plan to the

Question: Post your healthcare marketing plan to the discussion board and then review the course objectives that are listed in the syllabus. In your initial post, describe which of the objectives influenced your healthca ...

Give an example of how the apple iphone 8 can grow by

Give an example of how the Apple IPhone 8 can grow by applying each of the product/market expansion grid strategies. Be sure to name and describe each strategy and discuss how the company might use each strategy to grow. ...

Assignment business marketingin this assignment you will

Assignment : Business Marketing In this Assignment, you will create an audiovisual presentation to verbally market a product to another business rather than to consumers. According to Lamb et al. (2014), business marketi ...

The authors of the assigned article a patient-driven

The authors of the assigned article, "A Patient-Driven Adaptive Prediction Technique to Improve Personalized Risk Estimation for Clinical Decision Support (http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3392846/) have found ...

  • 4,153,160 Questions Asked
  • 13,132 Experts
  • 2,558,936 Questions Answered

Ask Experts for help!!

Looking for Assignment Help?

Start excelling in your Courses, Get help with Assignment

Write us your full requirement for evaluation and you will receive response within 20 minutes turnaround time.

Ask Now Help with Problems, Get a Best Answer

WalMart Identification of theory and critical discussion

Drawing on the prescribed text and/or relevant academic literature, produce a paper which discusses the nature of group

Section onea in an atwood machine suppose two objects of

SECTION ONE (a) In an Atwood Machine, suppose two objects of unequal mass are hung vertically over a frictionless

Part 1you work in hr for a company that operates a factory

Part 1: You work in HR for a company that operates a factory manufacturing fiberglass. There are several hundred empl

Details on advanced accounting paperthis paper is intended

DETAILS ON ADVANCED ACCOUNTING PAPER This paper is intended for students to apply the theoretical knowledge around ac

Create a provider database and related reports and queries

Create a provider database and related reports and queries to capture contact information for potential PC component pro