A study of consumer's behavior towards ovaltine yen crunchy

Abstract

Ovaltine Yen Crunchy was launched as a product line extension under Ovaltine Yen portfolio. The objective of the launch is to expand the user base and source of volume aiming at recruiting those Lapse and Non-users of Ovaltine Yen. To support the launch process, Ovaltine Yen Crunchy was supported with heavy TV advertising spending, massive wet sampling and on-ground activation at points that directly interact with target consumers. The main research objectives are to understand consumers’ source of awareness and knowledge towards Ovaltine Yen Crunchy. To identify triggers and barriers of product trial, repeat and adoption of Ovaltine Yen Crunchy across user groups. And to gather the information as a guidance to next step in marketing; both from product standpoint and each element on integrated marketing communication. Methodology of this research is using in-depth interview with mom and kids aged between 8-12 years old and living in Bangkok area. There are 5 elements in research framework in this study including source of awareness, effectiveness of TV advertising, trialability, usage behavior and impact on integrated marketing communication.