Team 10

ASSIGNMENT -4
Riddhish Kathar 22BM63060
Ninad Bhagat 22BM63080
Aashutosh Patil 22BM63086
Prerna 22BM63090
Shresth Sharma 22BM63114
Question 1
Discuss how marketers
facilitate consumer
learning through
positioning strategies?
necessary nutrients required in the body to
Educating customers on the need for health
and balanced nutrition drinks through the
01 products and the concept of bioavailability
as all nutrients are not absorbed
Giving improtance to product formulation
and making the customers aware of the
02
function properly

Stressing the impacts of nutrients on the

physical and mental growth of the body by
03 positioning the health drinks to provide the
required stamina and nutrients for them to
function

Endrosing proven clinical research so that

the customers are aware that the claims
made by the compainies are genuine and
credible as approved by doctors and
04
required agencies

Advertising based on the taglines so that

the customers can distinctly remember the
05 claims and the tagline while making the
purchase
Question 2 Horlicks Complan Bournvita

The Great Family

Compare and contrast Nourisher," targeting
Recovery , later positioned Promoting a healthy body
Positioning as nutritional supplement and active mind.,
the strategies adopted overall family health.
by Horlicks, Complan,
Junior Horlicks, Women's Complan for Growth,
and Bournvita for Horlicks, Horlicks Lite, Complan Family, Complan
Cadbury Bournvita and
Product Range Cadbury Bournvita 5 Star
consumer learning catering to different age Family Lite, and other
Magic
groups variants.

Emphasizes scientific Stresses on Vitamin D, for

Emphasizes the brand's
Marketing Focus development, unique quicker calcium
vital nutrients
formulations, and flavors absorption

Nutritional content, and Focuses on nutritional

Consumer Education Enhancing the power of
benefits for mental and values, product
plain milk,
physical development. formulations

Aiming to make kids taller, Complan has 23 Vital Tann ki Shakti, Mann ki
Campaigns stronger, and sharper. Nutrients whereas Milk has Shakti" and "Bournvita
9. Badhaye Doodh Ki Shakti

Comparison Contrast
Amongst the brand the
All brands offer the products to
approach and the way of
a variety of audience while
positioning is different and
educating the audience and
unique to each other while
making everyone understand
catering to similar segments
the need for nutrition
creating unique identity
Question 3
For a product like a health drink, what do you think should be an appropriate
approach for a marketer to encourage consumer learning and product adoption when
the buyer is:

College goer buying Hostel canteen

Mother buying for
for self buying for boarders
child

Highligh the importance of Focusing on energy and Provide and prove

nutrients in the case so stamina as for the college tangible benefits which
that the mother provides goers these two are very the current generation
the best for the child important for the day to needs leading to a mass
Using emotional day activity purchase from the admin
attachment of the mother Using the celebrities and Providing the product in
to the baby in a manner influencers the current bulk with beating the
relating to brand cohort aspires to as a competition through
positioning medium to reach to the competitive and
Increasing the credibility targeted segments affordable prices
of the brand through Start on digital marketing Start with hostel tie ups to
getting endorsements campaigns so that the increase purchase and
from doctors and medical message is spread much provide proper service
health professionals more rapidly and delivery of the
product
Question 4
Identify the method of learning, whether classical, instrumental, or cognitive, which
seems to best explain the following

Consumers habitually
purchasing particular brands of
health drinks because their
parents did so.
Consumers being attracted to cash
rebates, free product samples, trial
periods, and low introductory
prices
Consumers buying a particular brand
because of descriptive and persuasive
information available on the labelling
and packaging as well as
advertisements on television.

Classical Conditioning Instrumental Conditioning Cognitive Conditioning

This is an example of This is an example of This is an example of
classical conditioning as instrumental conditioning as cognitive conditioning as the
through continuous and through continuous positive buyer is taken through both
repeated exposure of the reinforcement in this case the central and peripheral
stimulus we get a response. the discounts and sample route to persuation by using
This response is there is particular reaction of the descriptive packaging as
unconditioned as it is the buying the product which is well as the advertisements
liking of a particluar brand. part of the instrumental shown. This is part of the
This characteristic is part of conditioning model for the cognitive condtioning theory
the classical conditioning particular case which applies in the
theory particular case
THANK
YOU