HUL L.I.M.

E 12: Stage 1 Submission

HUL Brand that you have picked up: Horlicks Lite
1. TARGET AUDIENCE AND THEIR PROBLEMS (75 words)

• Target Audience – The Target Group is adults in the age group of 25-50 years, Employed, Businessmen, Post grad students, Low on
time, Daily Commuters, , health-conscious adults, care workers, diabetic people

• Problem Statement – Importance and Focus on nutrition has exponentially increased during the current scenario of COVID-19 and
hence increased consumer demand for health supplements in our target group due to unavailability of products with proper
nutritional value

2. HOW BIG IS THIS PROBLEM & WHY IS IT CRITICAL? (75 words)

• In our Primary research, we interviewed 50+ respondents who agreed that a proper HFD will definitely be their first choice of
intake in the morning given they provide health benefits in these testing times.

• Criticality – In our secondary research, we found that more than 76% of people out of 1100 respondents are critically worried
about their health as they look for products to boost their immunity and help them in this fight against the virus.
(source -https://www.mmaglobal.com/files/228._april_india_webinar_covid-19.pdf)

3. COMMUNICATION CHALLENGE (100 words)

• The singular most important point for our TG is that they need to know the fact that Horlicks lite provides them with all the
nutrients like Copper, Folate, Iron, Selenium, Vitamin A, B6, B12, C, D to build immunity and fight the virus.

• Current Mindset – The target segment is still price-centric instead of value-centric due to lack of awareness
• Current Behavior – People are still neglecting the significance of Brand and the functional value of the product
• Desired Mindset – The TG should be aware of the nutritional benefits of the product
• Desired behavior – TG should understand the brand differentiation which has always given us a competitive advantage

4. CONSUMER INSIGHT (50 words)

• We have observed that fear, as an emotive driver causes people to develop comfort behaviors and this need has started the
‘Snackification’ trend and we can leverage that

• 80% of the people from our primary research said they would prefer a HFD over medicines to boost their immunity without feeling
like a patient

5. CAMPAIGN IDEA (50 words)

Horlicks 15 second Immunity Charger Challenge

People take different products for immunity building. We provide them with all the required nutrients in 3 TBS of Horlicks lite everyday
which will build their immunity and save time as well. The campaign will be carried out through TV Ads, Billboard, 15 sec reel challenge
on Instagram, YT- bumper ads etc

6. CAMPAIGN AMPLIFICATION (Including partnerships & Associations) (100 words)

CAMPUS: NMIMS, Bangalore TEAM NAME: The Heavenly Spectacle

TEAM MEMBERS: Divyanshu Shekhar, Kartik Kohli, Sarthak Kapoor