The Marketing mix of Halls analyses the 4Ps of Halls, which includes the Product, Price, Place, and Promotion of Halls. Halls is of British origins and is associated with the medicinal industry. Its products are sold by a division of Cadbury Company titled Cadbury-Adams. Halls was initially founded in 1930 by its founding Company, Halls Brothers. Cadbury is a subsidiary of its new owner company, Mondelez International, which has become Hall’s brand owner in the global market. Brand faces competition from following brands in the consumer market.
- Ricola
- Strepsils
- Vicks
About Halls
- Type: Cough drop
- Industry: Pharmaceutical
- Founded: 1893
- Founder: Thomas Harold & Norman Smith Hall
- Headquarters: Manchester, England
- Area served: Worldwide
- Key people: Brian McNamara (Chairman) and John Bryant (CEO)
- Number of employees: 1,000
Table of Contents
Halls Product Strategy
Halls is a cough drop with properties like menthol, which works as an oral anesthetic or a cough suppressant. One of its features that has been highly publicized is its “Vapor Action.” Halls are available in cough drops and also as throat lozenges. Following are Halls products
- Halls Plus
- Halls Sugar-Free
- Halls- Soothes a sore throat
- Halls Warm-Ups- Menthol vapours soothe throats
- Halls Breezers- Has 3.5gs of carbohydrates and 15 calories per drop
- Halls Naturals- It soothes sore throats, fights coughs, and helps ease nasal passage
- Halls Defense Sugar-Free
- Halls Refresh- It has a moisture-action advanced formula with 3gm of carbohydrate content and six calories per drop.
- Halls Breezers Sugar-Free- It is for people who are monitoring their sugar levels or who are suffering from diabetes
- Halls Defense
Following are some of its variants available in different cities
- Blackcurrant, Black Cherry
- Air Mint
- Caribe
- Fresh Mint
- Colours
- Citrus Blend
- Cherry
- Chela-Limon
- Raspberry
- Pomegranate
- Strawberry
- Spearmint
- Peach
- Pina’ Colada
- Orange
- Mountain Menthol
- Licorice
- Kiwi-Apple
- Ice-Blue Peppermint
Halls varieties listed on its UK site are
- Soothers Strawberry
- Soothers Cherry
- Menthol-Lyptus Original Sugar-Free
- Mentho-Lyptus Blackcurrant.
Soothers’ varieties are used to treat the common cold but do not have menthol as their core ingredient.
The product mix of Halls in 2023 is as follows(Source)
- Halls Original Menthol Cough Drops: These are the classic throat lozenges known for their soothing menthol flavor and ability to relieve a scratchy or sore throat.
- Halls Sugar-Free Cough Drops: A sugar-free version of the original Halls cough drops, suitable for individuals looking to reduce their sugar intake.
- Halls Defense: These cough drops often contain additional vitamins, such as vitamin C, to help boost the immune system and relieve cold symptoms.
- Halls Kids: Specifically designed for children, these cough drops come in kid-friendly flavors and are formulated to be suitable for kids.
- Halls Breezers: These cough drops have a smoother texture and often come in fruit flavors, making them a more pleasant option for some users.
- Halls Plus: These cough drops may include soothing ingredients like honey or menthol to relieve coughs and sore throats.
Halls Place Strategy
Halls is a trendy and recognized brand that started its journey from Whitefield in the United Kingdom and has reached a vast area, including several countries in the world market. It has an international presence in Argentina, the United States, Mexico, Japan, Peru, Colombia, Ecuador, Pakistan, Philippines, China, South America, Denmark, Brazil and Thailand.
The company has several manufacturing facilities for Halls products and their variants. In India, Halls products are available in every nook and corner in rural and urban areas through chemists and pharmacy stores. Products of the brand Hall are also available via a few online platforms that supply medicinal items.
Here are five key aspects of their place strategy:
- Wide Retail Presence: Halls ensures its products are widely available in various retail outlets, including convenience stores, supermarkets, drugstores, and online marketplaces, to make it convenient for consumers to purchase cough drops and throat lozenges.
- Global Reach: Halls has a global presence, with its products distributed in multiple countries, allowing it to tap into a broad customer base and provide relief to individuals worldwide.
- Strategic Point of Sale Placement: Halls strategically positions its products near the checkout counters in stores, making them impulse purchases for customers looking for quick relief from coughs or sore throats.
- Seasonal Availability: Halls may adjust their product availability based on seasonal factors, ensuring increased visibility and accessibility during peak cough and cold seasons when demand is higher.
- Marketing Partnerships: Halls often partners with healthcare providers, pharmacies, and medical professionals to ensure its products are recommended and available in healthcare settings, further strengthening its brand’s credibility and accessibility for those seeking relief from throat-related discomfort.
Halls Pricing Strategy
Halls Lozenges and cough drops are therapeutic and medicinal by nature. Brand wanted to capture the growing market of cough drops and hence was looking for a pricing plan to help it create and maintain a good share of this market. Halls also faces stiff competition from several companies.
After a complete evaluation of the consumer mindset, it decided to adopt a reasonable pricing strategy on par with its rival companies. It did not want to allow any advantage to its competitors in terms of cost and value and kept its prices at par with other companies. It has reasonable product prices, and consumers can easily buy it without any afterthoughts. This has helped the company generate more significant revenues.
Here’s an overview of Halls’ price strategy:
- Value-Based Pricing: Halls utilizes a value-based pricing approach, aligning its prices with the perceived value consumers attribute to their cough drops and throat lozenges. The brand emphasizes the relief and comfort it provides during cough and cold episodes, allowing it to justify a premium price compared to generic alternatives.
- Price Tiering: Halls offers a range of product options at different price points to cater to diverse customer segments. This includes standard-priced options for its core customer base and premium-priced variants with added features or benefits, such as immunity-boosting ingredients, for customers willing to pay more for extra value.
- Dynamic Pricing: In response to market conditions and demand fluctuations, Halls may implement dynamic pricing strategies. For instance, prices may be adjusted during peak cold and flu seasons to reflect the increased demand for their products.
- Bundling and Promotions: Halls frequently utilizes bundling and promotional strategies, such as “buy one, get one free” or multi-pack discounts, to encourage larger purchases and reward customer loyalty. These tactics can also help boost sales during specific marketing campaigns or seasons.
- Psychological Pricing: Halls understands the psychological impact of pricing on consumer behavior. They often use pricing endings like $0.99 to create a perception of affordability and encourage impulse purchases.
Halls Promotion Strategy
Marketing is an essential aspect of Halls, and it has adopted several promotional strategies to increase its brand awareness. The brand has created innovative campaigns that follow seasonal patterns, especially flu season and weather changes. It has used the help of every available medium, like electronic, social, and print, to market its products. Commercials are shown on several television channels and are aired on radio. Advertisements are displayed through magazines, newspapers, and hoardings at strategic points to garner maximum coverage.
The company has used crucial social media tools and portals like Facebook, Twitter, and YouTube to increase its visibility, and its official website provides related information to interested parties. One of its most popular taglines is Thandi Saans Ka Blast.
Halls employ a promotion strategy that focuses on the following:
- Seasonal Campaigns: Halls runs targeted marketing campaigns during peak cold and flu seasons, emphasizing the effectiveness of their products in soothing coughs and sore throats.
- Digital Engagement: The company leverages digital platforms and social media to engage with consumers, sharing health tips and product information to maintain brand relevance.
- Healthcare Partnerships: Halls collaborates with healthcare professionals to endorse their products, enhancing credibility and trust among consumers seeking relief from throat discomfort.
Some Recent Video ads and Print ads of Halls are:
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