About the Company
Hicks Thermometers, based in Aligarh, UP is into Manufacturing and Marketing of Thermometers. It was started in 1962 and since then is known for its Quality and Reliability. It’s an ISO 9001:2000 certificated company. A leader in thermometers, the company has the full range like flexible tips, child friendly, waterproof and fast reading thermometers.
The Challenge
Hicks had already earned a lot of trust in the market by marketing and manufacturing thermometers and now they wished to enter the Healthcare products market as well. With the support of their already earned clientele, they wished to enter the healthcare products market with the same prosaic. The company had already reputed itself as a trustworthy manufacturer and was now set out to increase its product offering through a vast range of healthcare and hi-tech medical products.
The major challenge was to branch out from a reliable product to new but related product offerings and maintaining the same trust from customers. From a well established name to expansion, it was a giant leap and they sought out to look for a branding company that not only understood the design challenge but also the business challenge to continue their establishment in the market and make the transition as smooth and effective as possible. That’s when Vivid Brand Communication stepped in.
The Solution
Hicks was known for its accuracy through the thermometer range and the baseline reflected ‘the right degree of truth’. A national TV campaign was run to reiterate the trust and reliability and quality while showing a progressive company image. This brought Hicks on top of mind recall for its loyal and new customers too.
Post this we presented a phase wise product launch of around 30 products. The company was perceived as a traditional company, therefore as an aim to provide a fresh image an innovative packaging was introduced to let customers know of the renewed commitment of company to combining technology with decades of knowledge. The old packaging was brought in line with the new image. The new product line was given a consistent look and color scheme to reflect the transformed assurance. The company inspired to create a new image without losing the trust it had created in the past. They required all launched products in Healthcare, Diagnostics and Medical Instruments to present as standardized commodities so as to look ‘from a family’.
As per the product placement strategy of the company various collaterals were developed to reinstate their presence in the memory of the consumers. We also developed internal communication for retail, dealers and distributors. Various branding materials were created to increase the visibility within a zone (north and south zone) through outdoor media such as sign boards, lollipops, display stands, banner, standees, hoarding, bus panel etc. developing ad campaign and design according to the segmentation, thus enhancing the acceptance of the product range in the market. An entire theme was constructed to highlight the quality of special products, which could be exhibited and executed specifically in Mumbai.
The Result
The well coordinated design strategy for existing and new products brought in successful results in brand awareness. The entire marketing plan helped the company launch products like pregnancy test kit, hot water bottles, surgical gloves, adult diapers, BP monitors, ear buds, surgical tapes amongst others and made Hicks a brand with large portfolio of quality products. With a marketing network of 600 chemists and surgical dealers spread in all states in India and offices at Kolkata, Patna and New Delhi, the company is now set out to create its unique identity and growth in the products and marketing of hi-tech medical products.
