BRAND MANAGEMENT & INTEGRATED MARKETING COMMUNICATIONGROUP 4Preetham KadimisettyDiksha GuptaRakshit GadeRaghav BhowmikMentored By:Jenny WilsonBackground and Current PresenceMerger & Status:317 billion share swap deal between HUL and GlaxoSmithKlein- Brand rights of GSK’s consumer healthcare nutrition worth 49.87 billion.Significance of HFD market and Horlicks- Market Leaders in HFD Market- Market Share: 43%- Value Share: 55.3%- Volume Share: 50%Benefits:1) Strong brand presence.2) High market size of HFD worth 78.73 billion currently untapped by HUL.3) Opportunity to increase revenue from 18% to 28% in health and food portfolio.4) Ability to introduce new products for niche markets of HFD under “Horlicks” suchas Horlicks for Gym.Horlicks Value Addition to HULLegacy over 140 years, Strong and positiveBRAND AWARENESSbrand name, and available majority of theurban retailers, e-commmerce channels.BRAND VALUE(Assessing the sources andoutcomes of brand equityand the manner by whichmarketing activities createbrand value)PERCEIVED QUALITYHigh in calcium, zinc, and vitamins C, D andB12, PDCAAS score of 1, the highest scorepossible on this scale. Highly trusted by womenBRAND ASSOCIATIONS Horlick’s 2-3 decade-long jingle ads evoke thenostalgic connection with the brand.BRAND LOYALTYHas a very loyal customer base, especially in theeast and south parts of India. Highly popular inurban households.OTHER ASSETS (IP,PATENTS, etc)IP … Purchase document to see full attachment
Group 4 bmimc horlicks 1
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