Promotion Strategies

What are key promotion strategies of the brand?
(What make the brand successful in terms of promotion strategy?)

Ovaltine’s success is built on its unique drive to build a strong relationship between and mother and her child. This emphasis has provided Ovaltine with a formidable emotional bond with its consumers. A warm cup of Ovaltine helps a mother show a lot warmth, love and care for her children. Ovaltine uses a mix of mass media andconsumer promotions to strengthen the brand and maintain its market leading position. The association of well-known child star has helped to promote the brand and its close ties with the family. Ovaltine is actively promoted in various marketing activities including events related to Children’s Day, the Red Cross and Mother’s Day. These marketing activities have enabled Ovaltine to solidly reinforce its tight relationship with its core target audience and society in general. The other key success driver for Ovaltine is sampling. Ovaltine’s sampling efforts reach almost 2.5 million primary school students. This sampling ensures that Thai children grow up on the goodness of Ovaltine.

Promotion Strategies
Advertising Campaigns
- Television
- Newspapers
- Magazine
- Internet
- Public relation activity
- Public relation at selling point

Ovaltine's Advertising Analysis

This is the expressed commercial advertisement of Ovaltine from commercial television that presented as the continued branding strategy of Ovaltine. The main objective of this video is to make the customer being aware. Actually, these video shows the convenience as the unique selling point. Surely, the children can drink it by themselves without their parents. Another point, Core communicative message of this advertising is brand image. In my opinion, I think its good media to attract the customer want to drink Ovaltine especially children because this video shows that this beverage is very convenient for children, although they stay alone at their home without their parents.

Product Strategies

For over 100 years, millions of families worldwide have grown up enjoying tasty and nutritious Ovaltine.

Ovaltine is a world class brand with a presence in over 50 countries. The business is the largest producer of malt based hot beverages in Continental Europe, Thailand and China. It has market leading positions in Europe and Asia and also sells a number of national beverage and food brands. There are factories in Switzerland, Thailand, the Philippines, China and Australia.

Ovaltine essentially is a malt-based beverage that provides sustained energy as well as nutritional benefits. Its unique nutrient value coming from barley grain, milk, and an added vitamin minerals mixed together with dominate chocolate taste differentiates the brand from its competitors. Ovaltine malt drinks also provide a steady release of energy at any time of the day; our simple formula is still as relevant to your family's busy lifestyle as it was 100 years ago.

There are now five tasty Ovaltine varieties for you to choose from; Original, Chocolate, Chocolate Light, Original Light and NEW White Malt. We've also added three delicious Ovaltine Max 4 Milk milkshake flavours to our range.

Great for growing up!

Ovaltine Max 4 Milk contains 11 vitamins and 4 minerals. And each serving provides kids with at least 20% their RDAs of these nutrients!
Getting enough vitamins and minerals every day is extremely important, as they help our bodies grow properly and stay in good working order.

The importance of knowing your A, B, C

Did you know there are 8 vitamins alone that belong to the B-group of vitamins and they all contribute towards your child's development?
Not only does Max 4 Milk contain all these B vitamins, it also contains seven other important vitamins and minerals.

• B vitamins (Thiamin (B1), Riboflavin (B2), Niacin (B3), Pantothenic acid (B5), Vitamin B6, Biotin (B8), Folic acid (B9), Vitamin B12 – B vitamins help turn the food we eat into energy to keep us active and Max 4 Milk is a source of all these vitamins.

• Vitamin A – this vitamin will help protect your children from catching nasty bugs, as well as keeping their skin and eyesight in good condition.

• Vitamins C and E – like vitamin A, these both improve a child's developing immune system, helping them to resist common lurgies like coughs and colds.

• Calcium and phosphorus – a glass of Ovaltine Max 4 Milk contains over 50% of the RDA of calcium and 30% of the RDA of phosphorus. These minerals are important for developing strong and healthy teeth and bones. Getting enough early on can help prevent bone weakening in old age.

• Magnesium and Zinc – one serving of Max 4 Milk also contains over 30% of the RDA of these minerals, which help release energy from our food and aid the digestive system.

So now you know your A, B, C's, you can see how important it is to provide your children with these vitamins and minerals. And Ovaltine Max 4 Milk can help you do so easily and deliciously!
You can find Ovaltine Max 4 Milk in the milkshake aisle of any good supermarket.

In Thailand, The red tin can and Ovaltine logo has been a wellknown icon for generations of Thais. In fact, Ovaltine has been a part of Thai family life for over 75 years. Because of its long heritage and image as a trusted brand, most Thais can remember growing up with Ovaltine. The winning combination of having high nutritional content and a pleasing taste has made Ovaltine a favourite drink among Thai people in the constantly expanding beverage market. The popular family drink, which comes invarious forms, contains a natural combination of essential nutrients based on malt extract. The brand is associated with fostering family relationships due to its strong nutritional value that helps make the consumer of the beverage bright and strong.

When we mention about Ovaltine, we would think about “MILO”

MILO sales volume in Asia had grown by over 50% over the period 1990 - 1995. MILO had the opportunity to gain market leadership from Ovaltine in the 1990's. MILO was launched in Australia in 1934. The product first appeared in Thailand market after the Second World War. Its share of market remained very small.For many years of Thai tonic food drink market was basically a two-horse race between Ovaltine and MILO, which existed in both powder and ready-to-drink forms. Both have comparable nutritional properties and are sold at price parity on the most popular 400 g packing.

The unique selling of MILO is strong and healthy. MILO always released commercial advertising on television to show about sport such as football. Children and adolescents are the consumers of the category. The attitudes of children and teenagers differ significantly depending on their age and development. They move from high dependence on mother's decisions in their early years, through to their teenage years which are characterised by a desire for independence and success within their peer group.

The purchaser of MILO for in-home consumption is almost always the mother who is also the main Innovator of the child's initial consumption. Hence the mother is key to MILO sales. Conversely, once MILO has been tried, and as the child grows older, the child is the major influence on the continued purchase of MILO.
MILO is aimed at boys and girls 8 - 15 as the mainstream consumers of MILO powder. Mothers of children 5-12 are the main purchasers of MILO.

Teenagers want to establish their own identities resulting in a further fragmentation of consumption. Some teenage girls believe milk to be fattening. Many however, still appreciate the taste and mothers remain willing to keep buying and serving this wholesome category of beverages.

Reflections

The knowledge of Ovaltine product...

The first time when I want to make this blog, I don’t know which product that I want to learn about. Lastly I choose Ovaltine to study about their company, because I have known this brand since I was young. In making this blog, I can learn about Ovaltine product, I known about their product strategy and promotion strategy. I known why Ovaltine is very popular and becomes the best chocolate beverage for everyone.

The knowledge of making blog...

Actually, I have known blogspot before I had study in this class from my friend, but I never do it. Until I had study in this subject, I can make this blog by myself. I got many things from this blog. This blog is my new knowledge. I had learned how to create, improve, develop and design this blog. And now I know about how to make this blog already and I will apply in my real life in the future.

Product Lines

Make time for Ovaltine

These days we're all running around doing a million and one things, and thinking about ourselves is often the last thing we do. But taking a brief pause in the day to re-gather yourself and enjoy a warming mug of Ovaltine could really do you some good.

Original Ovaltine is a delicious combination of Malt, Milk and Cocoa with 11 essential vitamins and 4 key minerals. Press the pause button with Ovaltine and you'll soon be back to your brilliant best and ready to tackle the rest of the day.

Logo

OLD LOGO

NEW LOGO

THAILAND'S LOGO

Ovaltine, which originated in Switzerland as Ovomaltine, has a variety of logos around the world. In the United States, Ovaltine was best known for its Rich Chocolate flavor, with an All-American script logo on a blue oval.

The old logo represented years of commercials where children asked for more Rich Chocolate Ovaltine, which tastes great and is great for you. The can stood out on shelves with big, bold, high contrast letters, in a friendly script.

The new logo sports a cleaner, simpler, more European style. It seems they are going for a more upscale look, while also trying to illustrate the drink mix’s great taste. The flavor has been moved to the bottom of the container, and there is no mention of tasting great. The can is also labeled as “Rich Chocolate Mix” instead of “Rich Chocolate” so consumers don’t expect premade chocolate milk.

In Thailand, The logo, label and container is not that radically different. I was pleased I could recognize the bottle on the shelf. Ovaltine has also retained the traditional colors associated with each product. The traditional can is being retained by the " Ovaltine Rich Chocolate Mix"

Target Group

There are many Targets Group of Ovaltine, but I focus only 3 in this blog...


-KIDS

Ovaltine appropriate with Kids, because Ovaltine Max for Milk contains 11 vitamins and 4 minerals, is low in fat, salt and sugar, and has no artificial colours, sweeteners or preservatives, it's much better for your kids than many other soft drinks.


- NEW MUM

As a busy new mum there are a zillion and one jobs to do, and thinking about yourself is always last on the list. But a brief pause to enjoy a mug of wholesome Ovaltine is ideal for multi-tasking mums. Combine a 10 minute pause with Ovaltine... breath deeply and get things back in perspective... and you'll soon be ready to get back to the important job of being a mum again.


- BUSY PERSON

Keeping up with a toddler is a full time job in itself and if you're working as well there simply doesn't seem to be enough hours in the day. But don't let yourself run out of steam – try and find just 10 minutes a day to take a breather with Ovaltine and get yourself back on track. Its malty-goodness is also available in handy sachet packs making it ideal for busy person on the go – whether it's office elevenses or toddler taming!

USP / Positioning

I have devided up Unique selling point into 2 main part…

WARMING

Ovaltine is an ideal product for mothers in their desire to keep their children and themselves healthy. The malt provides carbohydrates, proteins, vitamins and minerals while the milk adds protein and vitamin B. The product is accessible in many ways in order to accommodate the needs and the lifestyles of its principal market segments, mothers, young children and teenagers. It can be purchased in the easy-to-keep powder form for those who want to have a steady supply of Ovaltine around the house or as a convenient one-off ready-to-drink beverage.

TASTING

Ovaltine makes really good chocolate malt whipped cream. Just add about 1/4 cup to whipping cream and whip it. So yummy. Many children grew up drinking ovaltine, though they think the reason their mom made it for them, because it was healthier than chocolate milk. They always have a giant glass of skim milk and ovaltine every night with dinner. Until They became lactose intolerant, that is. It makes really good hot cocoa.

Branding

Ovaltine has maintained its position of warming and tasting.

To maintain about tasting, their delicious Ovaltine original recipe is still as good as it was when they first created it over 100 years ago. At this defining moment in our history, they also decided to commit to only offering delicious nourishing products made from wholesome ingredients. That's why today we won't find any Hydrogenated Vegetable Oils (HVO's) or aspartame in malt drinks.
There are now five tasty Ovaltine varieties for us to choose from; Original, Chocolate, Chocolate Light, Original Light and NEW White Malt. They've also added three delicious Ovaltine Max 4 Milk milkshake flavours to our range.

To maintain about warming, warming in family is very important for everyone. So, Ovaltine want to see all of family has warming. So, Ovaltine had released commercial advertising on television to show about warming in family. Family life is a key anchor for the Ovaltine brand. It serves as a bonding tool. The vitaminrich beverage helps mothers express their love and affection to their children. It not only provides the necessary nourishment for children to carry on their daily activities but it tastes good as well.

Key Successful Factors

The success of Ovaltine marketing comes from integrating the media effort with the other elements of the Marketing Mix to make the message credible and more powerful. Focus and consistency are key requirements.

Sponsorship of grass root sports and athletic activities, especially those that encourage widespread participation such as school sports, help to position the brand, reinforce the credibility of Ovaltine advertising and enhance emotional involvement and awareness of the brand. Sponsorship activities also provide a good forum for sampling the product and attracting new users. Sponsoring the national team to an Asian sporting event as the "Official Drink " for example, creates both synergy with advertising and offers promotional possibilities.

Sampling is a vital component of the Marketing Mix. It reinforces the link to milk and goodness and importantly helps to establish Ovaltine's unique taste. Ready-to-drink Ovaltine often acts as a liquid sample for the powder.

Consumer and Trade Promotions have a sports-related theme and can link to national or international sporting events when required. High profile or "Mega Brand" promotions can be useful to " blow away " competitive efforts, assert a leadership ranking and reinforce " the success in sports " imagery.

References

http://www.ovaltine.co.uk/busymum

http://www.ovaltine.co.uk/en/article.asp?chco_id=2

http://www.ovaltine.co.uk/en/static.asp?mode=product_overview

http://www.ovaltine.co.uk/en/article.asp?chco_id=41&chli_id=

http://www.ovaltine.co.uk/mygoodness

http://www.ovaltine.co.uk/newmum

http://en.wikipedia.org/wiki/Ovaltine

http://www.ovaltine.co.uk/

http://www.clevercarrot.net/logos/ovaltine-new-logo/

http://www.epinions.com/review/Ovaltine_Rich_Chocolate_Drink_Mix_Makes_4_Qts_12_oz/content_425093926532

http://offthebeatenaisle.com/weblog/ovaltine_chocolate_malt_fla.html

http://www.jivefromthehive.com/jive-from-the-hive-blog/2009/4/21/ovaltine-re-brands-and-ignores-their-online-audience.html

http://pearlssentimentaljourney.blogspot.com/2009/03/best-of-both-worlds-with-ovaltine.html

What does the kid need?

Ovaltine has many of the essential vitamins and minerals your kid needs every day. A glass of milk with Rich Chocolate Ovaltine provides 20 percent or more of the daily requirement of vitamins A, C, B6, and B12, and 25 percent or more of the daily calcium, zinc and magnesium your kid needs.

Rationale...

I am interested on this brand and have chosen Ovaltine to do some study on their company, because I have known this brand since I was young. This brand is very popular and well-known around the world. It is nutrient beverage. Ovaltine has been a family favorite for over 100 years which is providing energy, vitamins and nutrition, all in one taste of hot drink. It was originally formulated as a nutrition drink for children but its delicious malt taste was very good. This product is very famous for every level from the early age of children to the adult all around the world. Ovaltine has many daily advertisements on some media in every country to persuade their customers.

In addition, Ovaltine has developed their products time over time. It is shown that the customers of Ovaltine have increased and it becomes the best chocolate beverage for the whole family.

Company Background

Ovaltine was developed in Switzerland, where it is known by its original name, Ovomaltine.

Ovomaltine was exported to England in 1909; it was misspelling in the trademark registration that led to the name being truncated to Ovaltine in English-speaking markets. A factory was built in England which exported to the United States as well. By 1915, Ovaltine was being manufactured in Villa Park, Illinois, for the American market. Originally advertised as consisting solely of "malt, milk, eggs, flavored with cocoa," the formulation has changed over the decades, and today several formulations are sold in different parts of the world.

The popular chocolate malt version of a powder is mixed with hot or cold milk as a beverage. Malt Ovaltine and Rich Chocolate Ovaltine are also available in some markets. Ovaltine has been available in the form of chocolate bars also, chocolate Easter eggs, parfait, cookies and breakfast cereals. In the last case, it is only the brand name that connects the cereals with the chocolate drink.

Thailand and China, the Ovaltine story began in 1904 as a result of Dr Albert Wander’s mission to save people from malnutrition. He took the natural goodness of life by putting together the nutritional value from barley grain, milk and transformed the mixture into a high-value drink called “Ovaltine”, the first malt-based hot beverage. In its 100 years of operation, Ovaltine carries the heritage of being the premium quality and reliable product that strives to serve the wellbeing of the people from generation to generation.

My Journal : Week 4

For this week, we have learned about first P that is product strategy related to brand and positioning of the product. I thought it wasn’t easy to make one brand to become famous and interesting brand among the bulk of customers. I knew that it was very hard to be a brand because the company must invest a lot in researching and development (R&D), especially, and think about the positioning of product that will convince customer to buy new product. If we want to do a business, we always have to survey or research about the marketing or customer’s want/need and demand. Actually, I understood the information and knowledge about product strategy. This course made me to improve myself about international business more. Moreover, we had some activity to do for this week. Teacher asked all of students to act a role play about business. After that, our teacher gave us a good comment as well. I was excited so much because this role play made me to know how the personality of each person. Besides, I’m going to apply this activity in my real life, which is I can prepared this interview for my job interview in cooperation, and I’ll use it when I graduate or apply for a job.

My Journal : Week 3

This was third week of this term; I thought it was very fast. Before class in Tuesday, My friend told me that the class in Tuesday was cancelled by teacher, so teacher posted it on M-learning website. First time, I heard this news; I thought it was good news for the bulk of my friends and me. Actually, I was very happy, because I had more time to prepare my homework as well. By the way, what have I learned in The Thursday’s class? For the answer, I learned about the marketing mixes (4P) strategy and Maslow hierarchical needs theory in that class. After that teacher told my friends and me to do group activity and we also had discussed and shared our ideas about the products which we usually buy it. Moreover, we told the reasons why did we buy this product with my group members. For the result of this activity, we can know about buying behavior of the customer in buying each product under the influence of the marketing strategy that the marketers persuade the customer. Moreover, we can match our buying behavior with Maslow concept. Surely, it helped us to understand about this concept more than before. After this class finished, I tried to search some information about marketing strategy to learn more for my clear understanding because sometime I confused about this lesson.

THANKS!~

My Journal : Week 2

I was happy and excited when I was in this class, because I enjoyed and stimulated every time. Teacher said and acted when she was teaching, it made me want to know what she was going to say. I was interested in this subject more than before, I think a part of student’s interest of each subject depends on teacher as well. If teacher teach and make all of student to understand what she or he want, students will like and want to study that subject. For this week, Teacher explained the course syllabus to us; there are many information to study for this term. We learned about the Principles of marketing concept, product and logo of each product. We had activity to do for this week that is work group. Teacher asked me to talk about the product that we use in everyday. We are much enjoyed. I like to work with teamwork, because it can make unity in our group.

Thanks a lot!~

The first class of mine ,,,,

The first time when I came to this class, I looked at my teacher. I had thought that she probably fierce. When I started to study and listened to what teacher said, I knew that the teacher of this subject was very kind person. Anyway, teacher told all of students about what we were going to learn in this subject. Actually, this subject related to business. Exactly, my minor is international business management. I had a little basic about business already. I felt that I didn’t like this subject, because this subject has more information that I have to read it, and also I don’t like reading. When I started to study this subject, Teacher made me want to learn this subject, because of her teaching style, until I felt love and want to study this subject. I think this subject is one of the interesting subjects that I had learned.

Thank you so much!~