PediaSure has overtaken Junior Horlicks to become the largest brand in the toddler health food drink segment in urban India worth Rs 600 crore. PediaSure's strategy is to direct its communication at young mothers and focus on addressing children's fussy eating habits. Through its SureMoms program, PediaSure educates and counsels parents on identifying signs of fussy eating and provides tips to make mealtimes more interesting. This focus on engaging young mothers through education and social media has helped PediaSure consistently lead the category.
PediaSure has overtaken Junior Horlicks to become the largest brand in the toddler health food drink segment in urban India worth Rs 600 crore. PediaSure's strategy is to direct its communication at young mothers and focus on addressing children's fussy eating habits. Through its SureMoms program, PediaSure educates and counsels parents on identifying signs of fussy eating and provides tips to make mealtimes more interesting. This focus on engaging young mothers through education and social media has helped PediaSure consistently lead the category.
PediaSure has overtaken Junior Horlicks to become the largest brand in the toddler health food drink segment in urban India worth Rs 600 crore. PediaSure's strategy is to direct its communication at young mothers and focus on addressing children's fussy eating habits. Through its SureMoms program, PediaSure educates and counsels parents on identifying signs of fussy eating and provides tips to make mealtimes more interesting. This focus on engaging young mothers through education and social media has helped PediaSure consistently lead the category.
PediaSure has overtaken Junior Horlicks to become the largest brand in the toddler health food drink segment in urban India worth Rs 600 crore. PediaSure's strategy is to direct its communication at young mothers and focus on addressing children's fussy eating habits. Through its SureMoms program, PediaSure educates and counsels parents on identifying signs of fussy eating and provides tips to make mealtimes more interesting. This focus on engaging young mothers through education and social media has helped PediaSure consistently lead the category.
Download as PPTX, PDF, TXT or read online from Scribd
Download as pptx, pdf, or txt
You are on page 1/ 4
PediaSure bets on young & smart
moms to take on the big
boys By Siva Krishna 131312 Source: Brand Equity, 9/JUL/2014
Mothers play different roles in the lives of brands. Junior Horlicks, for instance, is closely linked to its mother brand. Bournvita Li'l Champs too flaunts celebrity mom Kajol as its brand ambassador. But for Pediasure, what really matters is not the name but the mothers themselves. They are trying to Winning the hearts and minds of moms.
Pediasure has overtaken GSK's Junior Horlicks to become the largest brand in urban India in the Rs 600 crore toddler health food drink segment. The strategy: directing its communication at young mothers and a sharp focus on the fussy eating habits of children. Great product, relevant positioning and a marketing strategy that engages young mothers these are the reasons why PediaSure is consistently leading the category Campaigns SureMoms, a programme to educate and counsel parents to identify signs of fussy eating and guide them on how to make mealtimes more interesting through a 6-step process. In 2013, it reached over 2 lakh mothers across the country. A toll-free helpline continues to offer free nutritional counselling, apart from engaging moms on social media and via the SureMoms website.
