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

Oral communication self-marketing projectbull question 1

Oral Communication Self-Marketing Project • Question 1: Briefly tell me about yourself. • Question 2: Describe a time when you were faced with problems or stressful situation at work. How did you work through them? • Que ...

Topic tesla1 what is the company what does it do and what

Topic: Tesla 1. What is the company, what does it do and what is its industry? 2. What is the company's business model? What are the various ways in which it generates revenues?  What are its main expenses? 3. What does ...

Consumer buying decisionsmany businesses would like to get

Consumer Buying Decisions Many businesses would like to get inside the minds of their customers to know what they are thinking. This can be accomplished through understanding the factors that influence consumer buying be ...

Assignment swot analysisstrengths weaknesses opportunities

Assignment : SWOT Analysis Strengths, weaknesses, opportunities, and threats (SWOT) are critical components of a marketing plan. For this assignment, you will build a marketing plan for an organization, product, or servi ...

Using the approaches discussed identify as many existing

Using the approaches discussed, identify as many existing scales as possible that measure attitudes toward members of offer races. Locate two or three of these scales (in your library, for example).

Marketing paper explaining channels of distribution and

Marketing Paper: Explaining Channels of Distribution and Logistics in Marketing Main source will be Marketing Management, 1st Edition Dawn Iacobucci ISBN-10: 1285429958 | ISBN-13: 9781285429953 Title Abstract Reference S ...

Products and servicesevery year hundreds of millions of

Products and Services Every year hundreds of millions of dollars are spent marketing products (or services) that fail. Millions of dollars those companies would love to get back. Fortunately you happen to have a function ...

Topic indo-chinese restauranta swot analysis - identifies

Topic: Indo-Chinese Restaurant (a) SWOT Analysis - Identifies strengths, weaknesses, opportunities, and threats to provide a solid foundation, which is the springboard to identify subsequent actions the marketing plan. ( ...

How can sonic manage gaps between perceived service and

How can Sonic manage gaps between perceived service and expected service to satisfy customers? What post sale service arrangements must Sonic make, and how would you expect these to affect customer satisfaction?

Assignment individual reflection blueprint for professional

Assignment: Individual Reflection: Blueprint for Professional and Personal Growth: Your Future as a Manager, with Executive Summary of Class and Collaboration Skills As you begin this assignment, review the broad range o ...

  • 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