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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.
State about the audience-centred activity Some of these interpretations fail to draw out key issue which marketing communications provides added value through enhanced product
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