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Ovaltine (Ovomaltine)

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by

John Christopher Villavicencio

on 9 September 2014

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Transcript of Ovaltine (Ovomaltine)

Ovaltine (Ovomaltine)
Different Brand/Products of Ovaltine
Do you remember this? =)
Ovalteenies
Ovaltine
Parent Company of Ovaltine
Associated British Foods plc is a British multinational food processing and retailing company whose headquarters are in London, United Kingdom. Its ingredients division is the world's second-largest producer of both sugar and baker's yeast and a major producer of other ingredients including emulsifiers, enzymes and lactose. Its grocery division is a major manufacturer of both branded and private label grocery products and includes the brands Mazola, Ovaltine, Ryvita, Jordans and Twinings. Its retail division, Primark, has around 200 stores with over 6,500,000 sq ft (600,000 m2) of selling space across Austria, Belgium, Germany, Ireland, the Netherlands, Portugal, Spain and the UK.
Ovaltine's Parent Company
Positioning
"Feel O-som and be O-som with the affordable and delicious Ovaltine.”
Competitor/Category Analysis
Brand/Product
Product Ovaltine All-in-One,
Ovaltine Premium, Ovaltine Tablet
Is a brand of milk flavoring product made with malt extract (except the blue packaging in the US), sugar (except in Switzerland), and whey. Some flavors also have cocoa. Ovaltine, a registered trademark of Associated British Foods, is made by Wander AG, a subsidiary of Twinings which acquired the brand from Novartis in 2003, except in the United States, where Nestlé acquired the rights separately from Novartis later on.
Local Products
Target Market
Male and female, income class A, B, and upper C
Age
7 - 40
People who are health conscious and living a healthy lifestyle.

People who study, plays sports, into competition, interested in an active lifestyle.

Athletes, Students, Young working professionals, Gym goers, Fitness and Health conscious individuals.

Direct Competitor
Past Marketing Campaign
09.11.2000
Ovaltine, the malted instant drink, is ditching its sleepy, bedtime image with its first TV ad campaign in 14 years.

The pounds 2m work, by Rainey Kelly Campbell Roalfe/Y&R, will target younger consumers by highlighting the brand's 'energy-giving' properties.

One ad shows a lighthouse partially obscured by fog. The foghorn lets out a deep note, followed by several more that turn into a rave tune, accompanied by flashing beams of light that look like strobes in a nightclub.

The ad then cuts to a steaming mug of Ovaltine and the strapline, 'Someone's been on the Ovaltine'.

Another features two jazz connoisseurs enjoying some freeform jazz in a park. The camera then cuts to the source of the music, a band member of the Salvation Army, who stops to catch the surprised expressions of her colleagues.

In a booming energy drinks market, Novartis-owned Ovaltine is trying to re-educate consumers about the functional properties of the drink.

Marketing manager Paul Simpson said: 'Ovaltine has an image of being a bedtime drink, as Horlicks has been advertising while we haven't, and the two brands are being confused in people's minds.'

The campaign will run throughout November, with a second burst next January and February.
However
Sales Revenue of the Past (International)
CAMPAIGN
Super 5 Put Ovaltine Back on Track
AGENCY
Y&R Vietnam
CLIENT
Associated British Foods & Friesland Campina Vietnam
BRAND
Ovaltine
OBJECTIVES
Since its launch in Vietnam in 2006, Ovaltine had performed poorly and 2010 was termed as the make-or-break year for the brand. The challenge for Y&R Vietnam was to prove that Ovaltine had a future in the Vietnamese market.

STRATEGY
Ovaltine operates in the largest and most heavily advertised category in Vietnam. Three players dominate the market with a collective market share of 90.4% and a collective share of voice of 83% in mass media. Given it could not fight its competitors on TV, Ovaltine decided to own the web, which still provided significant reach within our target group of 8-12 year old kids. It created the Super 5 Challenge - a campaign that revolved around a group of five characters, each with a distinct personality trait. It involved children's storywriters and comic book artists to develop a collection of open-ended fun stories told in the form of comics. Kids were invited to create and submit their own endings and the entry with the most votes won. The campaign was promoted on kids' websites, magazines, comic publications and out of home.

RESULT
Following the campaign Ovaltine recorded its best ever performance. Market share jumped by 20%, with a 41% overall growth in volume. The company has committed further investments for Ovaltine in Vietnam. Y&R Vietnam recently launched the brand in a new format (Ovaltinees Candy) and have been informed of two new variants to be launched in 2011 with higher levels of investments. Super 5 characters have also become highly recognisable and differentiated brand property for Ovaltine.
Past Marketing Campaign/Evaluation
Strategy
Why Youtube?
Another strategy of Ovaltine can do is the use of facebook pages, this will lead to:
1. Brand Awareness
2. Comments, Feedbacks and Insights
3. Product events through FB
4. Product, Place, Price and Promotion awareness
VIDEOS
THANK YOU =)
Drink OVALTINE!
Full transcript