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

In 200 words discuss how the marketing plan can be applied

In 200 words, discuss how the marketing plan can be applied to a new product launch.

Write a paper 1 reporting types of closing methods and 2

Write a paper (1) reporting types of closing methods and (2) identifying and summarizing two closing methods pertaining to the following situation. Situation:  You are an accountant who owns and operates an accounting ag ...

You are the marketing manager for the microsoft surface

You are the Marketing Manager for the Microsoft Surface tablet computer. Your computer is sold to both end consumers and to corporate IT departments. Describe the factors impacting the buying decision in one segment. How ...

Assignment marketing planthis assignment consists of two 2

Assignment: Marketing Plan This assignment consists of two (2) sections: a marketing plan and sales strategy, and a marketing budget. Note: You must submit both sections as separate files for the completion of this assig ...

Demonstrate the impact of wireless technologyhow many

DEMONSTRATE THE IMPACT OF WIRELESS TECHNOLOGY How many devices do you own or use that transmit signals (not just computer data) wirelessly? Think of as many as you can, and make a list showing the different types of sign ...

Part 11 evaluate american express in terms of its

Part 1: 1. Evaluate American Express in terms of its competitors. How well is it positioned? How has it changed over time? In what segments of its business does American Express face the most competition? 250 WORDS. 2. M ...

In the process of selling there are several steps the

In the process of selling, there are several steps the salesperson must take before he or she closes. The first step, of course, is qualifying through effective communication. Rob Lindey, Sales Manager for Shield Corp., ...

What are psychographics and how would they affect

What are Psychographics and how would they affect operations in a normal business environment?

Channel conflict is inevitable given the complexities of

Channel conflict is inevitable given the complexities of today's markets. What are some of the underlying causes of channel conflict? Discuss some of the means available to the channel manager for detecting and managing ...

Principles of macroeconomics select your organization and

Principles of Macroeconomics Select your organization and a product produced by that organization from Industry. The organization's strategic plan calls for an aggressive growth plan, requiring investment in facilities a ...

  • 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

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

Describe what you learned about the impact of economic

Describe what you learned about the impact of economic, social, and demographic trends affecting the US labor environmen