Consumer Learning

and Marketing
Strategies: Case
Study
Team 5
Aanchal Pareek - 22BM63001
Nachiket Sharma - 22BM63077
Shivam Panwar - 22BM63117
Rishab Pal - 22BM63099
Akash Jaiswal - 22BM630A01
 DISCUSS HOW MARKETERS FACILITATE CONSUMER
LEARNING THROUGH POSITIONING STRATEGIES

Educate about health

Focus on key nutrients Highlight ingredients Leverage credibility
drinks

Marketers inform Companies promote the

Marketers leverage
consumers about the importance of key DHA, whey protein,
research, clinical trials,
overall concept of health nutrients for healthy calcium, vitamins
and medical
drinks and their benefits growth and (specify), zinc, folic acid,
endorsements to build
for physical and mental development, especially iron, and magnesium
credibility and trust
wellbeing in children
 COMPARE AND CONTRAST THE STRATEGIES ADOPTED BY HORLICKS,
COMPLAN, AND BOURNVITA FOR CONSUMER LEARNING

DIFFERENCES
SIMILARITIES

Bournvita:
Focus on Nutrition: All three brands
Complan:
emphasize the nutritional value of their Horlicks: Throughout: Focus on
products, promoting them as important for
1960s: Marketed as a physical + mental
growth and development. 1930s-'70s: Positioned recovery drink alertness
Targeting Children: The primary target as a family nourisher 1970s-Present: Additional Strategy:
audience for these health drinks is '90s-Present: Focus on Repositioned as a Direct consumer
children. Marketing often focuses on improved formulations nutritional supplement with education through the
supporting children's physical and mental for specific needs, trust, variations focusing on Bournvita Nutrition
development. and scientific backing. targeted benefits (memory, Centre.
Scientific Backing: Brands use messaging Broad nutrition with a immunity, etc.) Consistent focus on
that implies scientific formulation and focus on science and Shifts from general to holistic development,
benefits backed by research or expert trust targeted benefits adds direct consumer
opinions.
education
 APPROPRIATE APPROACH FOR MARKETER TO ENCOURAGE
CONSUMER LEARNING AND PRODUCT ADOPTION

A college goer, who is buying for A hostel canteen buying for

A mother buying for her child
For a mother buying for her child,
the marketer should focus on
educating her about the specific
nutritional benefits of the health
drink for children's physical and
mental development
Emphasizing the importance of
nutrients like calcium, iron, and
vitamins in supporting growth
and immunity would be crucial
himself child
The marketer should position the
health drink as a convenient and
effective way to maintain energy
levels, support cognitive function,
and fulfill nutritional
requirements, especially for those
leading a busy and demanding
lifestyle.
Highlighting the quick and easy
consumption of the product,
along with its benefits for overall
well-being, can appeal to this
demographic.
boarders
The marketer should focus on the
cost-effectiveness, bulk
packaging options, and the
overall value proposition of the
health drink.
Emphasizing the health benefits
for young adults, along with any
endorsements from nutritionists
or health organizations, can help
in positioning the product as a
wise choice for the canteen to
provide a healthy beverage
option to its boarders.
 METHOD OF LEARNING (CLASSICAL, INSTRUMENTAL, OR COGNITIVE), WHICH
SEEMS TO BEST EXPLAIN THE FOLLOWING:

Consumers buying a particular brand because

Consumers being attracted to cash rebates,
of descriptive and persuasive information
free product samples, trial periods, and low
available on the labelling and packaging as well
introductory prices
as advertisements on television.

INSTRUMENTAL CONDITIONING COGNITIVE LEARNING

This behavior reflects instrumental
conditioning, where consumers are
influenced by the positive outcomes or
rewards associated with purchasing a
particular brand.
The incentives such as cash rebates, free
samples, and trial periods act as
reinforcements, encouraging consumers to
choose a specific brand.
This behavior aligns with cognitive learning,
as consumers process the information
provided on labeling, packaging, and
advertisements to make informed decisions.
The descriptive and persuasive content
influences their cognitive processes, leading
to the adoption of a particular brand.

Consumers habitually purchasing particular brands of health drinks because their

parents did so.

CLASSICAL CONDITIONING
This behavior can be attributed to classical conditioning, where individuals associate a
certain brand with positive experiences or associations from their parents.
The repeated exposure to their parents choosing a specific brand of health drink creates a
subconscious preference for that brand.