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Attributes: Offers health benefits by providing considerable amounts of several vitamins and
minerals. Its consumable for both kids and adults.
Functional Benefits: It contains Fat-Free which encourages good heart health, B-Complex
Vitamins for energy boosting, to control appetite, mood, sleep, contraction, and
relaxation of nerves and muscles, and metabolism. Its good for Bone Health as
it includes both calcium and vitamin D, which are needed for growth and strengthening of the
bones. Good for Blood Health as the mineral iron is contained in Ovaltine that is critical for delivering
oxygen throughout the body and for haemoglobin production for better blood circulation.
Emotional Benefits: Empowers growing individuals into having positive mindset, uplifting their spirits
and confidence (feels good about themselves/self-accomplishment)
Value: To lead a wise and healthy lifestyle.
Objectives: To inform and persuade growing individuals (16 25 y/o) that Ovaltine is a wiser and
healthier choice of growth and brain stimulation.
Target audience: Primarily, Ovaltine is targeting the growing individuals. Secondarily, it will be the
parents. We are primarily targeting the growing individuals mainly from the age of 16 25 where they
are at a proactive stage of personal exploration and making decisions based on their desire and
needs. [ Lifestyle: Stay fit and healthy, Interest: To feel energise in order to do more activities on a
daily basis (do sports, shopping, working etc *feel less fatigue*), Belief: To encourage them in having
more self-confidence ]
We are secondarily targeting the parents to instil the brand objectives in them to let their children start
from young.
The Advertising Message: Stay Healthy, Stay fit, Stay Lively! (Part of our message but Adha please
help to decide on a concrete detailed message we want to convey)
Substantiation: Ovaltine has the nutritional needs for individuals desire, but are disregarded by other
beverages, which have less functional benefits for their daily consumption. (More towards
carbonated drinks or sweetness of milo (taste) as compared to Ovaltine that concentrates
more on its nutritional value as well as maintaining its savoury taste)
Requirements: Direct Mail (EDM), Print Advertisements on Billboards (Bus Stops, MRT), Mobile
Advertising (Apps).
Mandatories: The Ovaltine Logo, The Brand Colour (Orange), The Tagline/Slogan, The Website and
Singapore factory Address, The Tick Nutritional Benefits (Adha)