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It appeals to active consumers and further promotes its message through sponsorships of sports clinics, and even through young iconic athletes like Japoy. Ovaltine positioned itself as a brain-boosting malt drink packed with nutritional ingredients. To make consumers aware of its message, salespersons in grocery stores even dress up in an orange graduation gown and graduation caps...
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Note their jingle two years ago:
“Choquik, Choquik, Choquik Tikim na!â€
They had a pretty straightforward message—try out our product! But why should consumers buy their product in the first place? Choquik urges consumers to try their product, but what reasons do they have to forego purchasing and consuming Milo? Consumers do not try their product for a reason and that is,
Consumers do not have a REASON to buy the brand
Because of this, the brand is wasting away its potential to capture a larger market instead of playing a minority...
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