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.
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