critical analysis of print ad componenets

Critical Analysis of a Print Ad : 

Critical Analysis of a Print Ad Horlicks Junior

Presentation Plan : 

Presentation Plan Course: Consumer Behavior Prepared by: Kashif Javed Product Manager Pacific Pharmaceuticals Ltd. Lahore-Pakistan

Importance of Advertising : 

Importance of Advertising "Good advertising does not just circulate information. It penetrates the public mind with desires and belief.“ Leo Burnett The best ad is a good product. Alan H. Meyer

Horlicks: Introduction : 

Horlicks: Introduction Horlicks “ The Great Family Nourisher” Horlicks is a nutritional drink containing wheat, malted barley and milk. It is fortified with iron and eight essential vitamins. One serving of Horlicks contains twice the calcium content of a glass of fresh milk. Along with other vital nutrients, calcium helps build strong bones and teeth in children and also helps in maintaining healthy bones in adults.

Horlicks: Supporting Attribute : 

Horlicks: Supporting Attribute Horlicks is the name of a malted milk hot drink, which is claimed to promote sleep when consumed at bedtime. There is, however, no evidence that malted milk directly promotes sleep, it may merely stave off hunger pangs that could disturb sleep thereby lead to a sounder sleep.

Introduction : 

Introduction Horlicks is manufactured by GlaxoSmithKline in the United Kingdom, South Africa, New Zealand, India, Pakistan and Jamaica, and under license in the Philippines and Malaysia. The key market of Horlicks is India where, along with the traditional formula there is also a special preparation for breastfeeding mothers and children aged between one and three. In Pakistan, the beverage is available in malt flavor and has two varieties of jars ranging from 200gm to 400gm.

History : 

History 1873: James Horlick, a pharmacist, joined his brother, William, in the U.S. and together they founded the company J & W Horlicks in Chicago to manufacture a patented malted milk drink as an artificial infant food. 1906: Slough selected as site for new factory 1945: The U.S. company was acquired by the British Horlicks business. 1960: Factory built in Punjab, India to make Horlicks from buffalo milk. 1968: Factory built in Punjab, Pakistan, to supply local demand (including East Pakistan, now Bangladesh). 1969: Horlicks acquired by the Beecham Group.

Brand Extensions: Product Line : 

Brand Extensions: Product Line

Junior Horlicks : 

Junior Horlicks Segment: Children Lovable 3-D elephant shaped bottle Two delicious flavors- vanilla and chocolate Contains DHA, an essential fatty acid. Launched in 2006.

Components of the Ad : 

Components of the Ad The evidence based message clearly defining the differential benefits of product usage. The handwritten font style of message giving the impressions of innocence. A cute preschool child with natural expressions of “bored” but looking quite fresh and healthy. The Junior Horlicks bottle placed beside her. The background color mix, highlighting the products contents and baby in the visual. So, every thing in the add is contributing some message !

Slide 12: 

Theme/ Need and Solution

Horlicks Junior Theme : 

Horlicks Junior Theme The add is presenting a clear-cut theme! Junior Horlicks is a large extension 'Specially formulated for preschool children' Horlicks Junior 1-2-3 TM, a health food drink, scientifically designed for preschoolers, was launched in April ’06 with an all new formulation and exciting new packaging after realizing the issues of nutritional deficiencies among pre school children, by GSK Consumer Health, a global FMCG company in the nutritional and OTC healthcare segment.

Mode of Arousal : 

Mode of Arousal The mode of arousal is rational based on innate need The motive is cognitive triggering thinking and mind perception

Personality Trait focused by Ad. : 

Personality Trait focused by Ad. Need for completeness Seeking innovativeness Visualizer / Analyzer The complete baby expression in add are beautifully depicting the complete concept of the ad thus crating a visual lesson triggering the use of Horlicks Junior for their kids.

Supporting Idea/Need Creation : 

Supporting Idea/Need Creation The Ad idea is basically triggering the innate need! Preschool children may be fussy in consuming food and may often refuse or waste food that is nutritionally good for them. This may cause certain dietary gaps in the diet of preschool children. Childhood growth velocity curves demonstrate clearly that the dramatic periods of need are within the first 3 years of life and pre schoolers require a relative higher nutrient dense diet as compare to Adults. The company identifying the concern and offering solution: At GlaxoSmithKline Consumer Healthcare, we share your concern and are here to make your task a little easier.

Solution to the Need : 

Solution to the Need The Ad idea is basically offering solution for the need! New Junior Horlicks 1-2-3TM provides essential nutrition and when taken as part of a healthy diet, helps complete A to Z nutrition for preschool kids. Differential Edge:  Just as calcium is essential for bones, DHA in one of the most important brain nutrients and is an essential building block of the brain cells. Junior Horlicks is a nourishing malted food drink with DHA, combining the goodness of milk, malted barley and wheat, and is processed such that it is easy to digest It provides supplemental calories from carbohydrates, fats and useful amounts of good quality cereal milk combination protein, as well as 20 essential nutrients required for physical and brain development.

Supporting Evidence : 

Supporting Evidence The   average Indian diet may have low amounts of   DHA and absence of DHA in daily diet may impair intelligence. Maximum brain development happens by the age of 5. It is therefore essential to supplement your kid’s diet essential   fatty acids like DHA. Junior Horlicks 1-2-3TM is a nutritional supplement which as part of daily diet helps meet your child’s nutritional requirements.

Solution: Introducing Innovation : 

Solution: Introducing Innovation Thanks to years of relentless research, this is the first time in India that a health drink for pre-school kids has DHA added to it. An increasing body of evidence indicates that DHA is critical to aid brain development in children. So, Go ahead, give your little champion all the nutrition and fun with DHA fortified Junior Horlicks 1-2-3TM

The Perfect Solution : 

The Perfect Solution Horlicks Junior: 100% Daily Quota of key nutrients (Folate, Vitamin B6, Vitamin C, Vitamin B2, Vitamin B12, Iron, Calcium & DHA– In 2 serves as per US Guidelines 2001) to keep children physically active.

Slide 21: 

Components of Ad Objectives Segmentation and Targeting Colors Style

The Ad Message : 

The Ad Message The handwritten font style is creating a sense of innocence The matter is clearly identifying the benefits of Horlicks Junior as a “consequence of better health” The text is also warning about the immunity problems due to nutritional deficiencies The key message is need creation for nutrition in preschool children “ Sammy gets bad colds, Jess gets fever, Nell gets bad coughs, Brain gets bad throats and I get bored on rainy days!”

Objectives : 

Objectives Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it. Leo Burnett The GSK planned new innovation having Differential edge in the market place Need creation for better prospects of young population Further strengthen the internationally well established brand image Create brand loyalty Better sales and revenues

Market Research : 

Market Research Childhood growth velocity curves demonstrate clearly that the dramatic periods of need are within the first 3 years of life and preschoolers require a relative higher nutrient dense diet as compare to Adults. Just as calcium is essential for bones, DHA in one of the most important brain nutrients and is an essential building block of the brain cells. The   average Indian diet may have low amounts of  DHA and absence of DHA in daily diet may impair intelligence. Maximum brain development happens by the age of 5. It is therefore essential to supplement your kid’s diet essential fatty acids like DHA.

Brand Personality : 

Brand Personality Brand personality targets the innate need dimension! Not merely a dry blend of malt extract and dry powder rather technically manufactured nutritional supplement fortified with vitamins and minerals. It provides supplemental calories from carbohydrates, fats and useful amounts of good quality cereal milk combination protein. It provides 20 essential nutrients required for physical and brain development. The brand targets the dimensions of a complete nutrition.

Segmentation/Targeting : 

Segmentation/Targeting People who are conscious about their kids nutrition and better health. Children aged less than 5 year (pre-Schoolers) Dramatic period of nutritional need More nutritional requirements compared to adults DHA, a fatty acid, the basic need for brain cells development Require A-Z nutrition to remain healthy

Colors Talk : 

Colors Talk “It is not the form that dictates the color, but the color that brings out the form.” Hans Hofmann Quotes - Artists

Color Emotions for Ad : 

Color Emotions for Ad The colors used are creating an impression of freshness, pleasance and clarity as emotional response & also an indirect presentation of ingredient from natural sources. Orange Happy, courageous, successful, warmth, welcoming etc. It is also revealing the natural ingredients like: barley and wheat sources. Light Sea Green Motivated, active, dynamic Blurring impression is to highlight the black text Black Elegance, authority and dignity Blue Loved, knowledge, authority, dignity, honest etc.

Slide 29: 

Need Analysis & Product Positioning

Need Analysis from Ad : 

Need Analysis from Ad The ad is primarily highlighting the Innate need (the physiological need ) – need for food containing complete nutrition as well as the acquired need – to not leave any single loop hole for any nutritional deficiency despite being the normal routine diet. So, in ad, the human needs are addressed in way of a scientific message.

Theme Behind the Need : 

Theme Behind the Need Basic needs do not change, products may change The basic need for a balanced and complete nourishment for children of same age, whether of any class have been identified by naming the male and female kids in the message.

Product Positioning : 

Product Positioning The customers perception about Junior Horlicks! The Junior Horlicks is the quality nutritional supplement By an established international standard company GSK & Is essential for our preschool children, To offer them complete nutritional ingredients especially the DHA For There better health, growth and nourishment.

Product Re-Positioning : 

Product Re-Positioning Horlicks is already well established nutritional supplement The market response has identified the customer loyalty Repositioned by adding few attributes and diversifying the market segment. Repositioned Product Additional ingredients Specialized improved packaging Specialized segment Better brand awareness by need and consciousness Cost-effective brand affordable by all.

Product Positioning : 

Product Positioning Thus Junior Horlicks Ad is elaborating the positioning elements like: Quality International standard Evidenced based Completeness Reliable and Essential Most importantly “Junior Horlicks for children”

Quality : 

Quality The statement by the internationally renowned company for its quality, services and products: At GlaxoSmithKline Consumer Healthcare, we share your concern and are here to make your task a little easier by offering Junior Horlicks.

Slide 36: 

Perception & Learning

Perception : 

Perception Motive Motive behind the ad seems to be that people tend to perceive those things for which they have greater desire: stronger the need, greater is the tendency to ignore the unrelated stimuli in environment. Selective Exposure in ad Targeting the better health that every one desire for their kids Identifying the need for necessary Triggering the customer for a better decision Selective Attention Ad is clearly addressing a broader segment triggering the need for completeness and well being

Learning : 

Learning Acquisition of purchase and consumption knowledge: Experience Future Brand Loyalty

Learning : 

Learning Motivation Parents want to see their children healthy and fit Cue: A need for better health followed by favorable outcomes Response: Experience Parents add Horlicks Junior to their kids daily nutrition Response: Reinforcement and Future Brand Loyalty Better response due to a good quality products satisfying the claims of advertisement, manufactured through technical procedures.

Learning : 

Learning Unconditioned Stimulus The Horlicks is a well established brand symbol of international fame. Thus the previously acquired consumers perception of Horlicks will lead to Unconditioned stimulus (Classical Conditioning). Cognitive Associative learning Firstly Horlicks introduction influenced customers through conditioned learning. Junior Horlicks influenced customers through Unconditioned learning. Thus the Junior Horlicks ad can be viewed as the “Cognitive Associative Learning” Repetition Frequent ad repetition of Horlicks prevents forgetting the differential edge, benefits and uniqueness of the product.

Learning : 

Learning Cognitive Element: Consumer thinking and problem solving (Mental Processing of information: Left brain side; Analytical, logical, Knowledge based, practically) Problem faced Information Searching Evaluation Decision Making Solution Poor Health and nutritional Deficiencies in kids What should be added to diet Is this offer complete nutrition We should try Junior Horlicks Junior Horlicks satisfy the claim of Ad

Learning : 

Learning The learning process in Horlicks Ad is the symbol of “Product Line Extension (related product to established brand)” As well as “Product Category Extension (CHILDREN: New segment)” Of already established brand Horlicks Creating an impact of Unconditioned Classical Learning.

Slide 43: 

General Ad Analysis

Critical Analysis : 

Critical Analysis How successful is this ad. Possesses visual appeal. Having the elements of selective attention. Identifying the need. Creating desire to fulfill the innate need. Playing effectively with consumer’s emotions. An impressive stimulus creating the instant response. Having the elements of evidence, believability and quality.

Impact : 

Impact Thus the ultimate message from the ad is; Any parents want to see their children Healthy, wealthy and wise should add Horlicks Junior To their kids routine nutritional plan.

For Your Concentration : 

For Your Concentration