Assignment3_Group4

(1)

Assignment 3

Part 1

(3)

Part 1

(4)

Informative Advertising



Informative advertising aims to

create brand awareness and

knowledge of new products or

new features



(5)

Heinz Ketchup



_{Heinz is creating the awareness that there ketchup is}_{Heinz is creating the awareness that there ketchup is}

made of pure tomato and no one else is as good at it

as they are

as they are 

EncodingEncoding – – Heinz has not Heinz has not explicitly mentioned aboutexplicitly mentioned about

tomato but there iconic bottle has been structured

with cut tomato is telling the message

with cut tomato is telling the message 

MediaMedia – – PrintPrint



DecodingDecoding – – The cut tomato is deciphered by theThe cut tomato is deciphered by the

consumer as the Heinz ketchup is made by pure

tomato and it is the best

tomato and it is the best 

(6)

McDonald’s Free Wi

-Fi



_{McDonald’s is providing free Wi}_{McDonald’s is providing free Wi}_{-Fi in i}_{-Fi in i}_{ts stores}_{ts stores}



_Encoding_Encoding_–_–_{Wi-Fi symbol is made with its iconic}_{Wi-Fi symbol is made with its iconic}

French fries

French fries 

Decoding -Decoding -Customer wCustomer will recall while ordering ill recall while ordering aa

French fries in McDonald’s that they can use the free

Wi-Fi

Wi-Fi 

(7)

B&B Hotels

B&B Hotels provide you

cheap accommodation and breakfast

Encoding – Beds mattress

sliced into two representing bread slice, the blanket as the cheese slice and the bedsheet and pillow as the egg fry

_{Decoding – Buyer will}

remember that while booking a hotel that in B&B hotels they will get both Bed and the breakfast!!!!!

(8)

Persuasive Advertising



Persuasive advertising aims to create liking, preference, conviction

and purchase of a product or service



It tries to elicit cognitive and affective motivations simultaneously



Contents are wrapped, consumer need to be analytical to

(9)

Shchusev Museum of

Architecture - “Discover the

Full Story”

_{The Museum holds a collection reflecting the}

thousand-year architectural heritage of Russia.

Encoding – The Ad demonstrates that beneath the

facade of every building lies an entire history. What most people know about this history is just the tip of the iceberg.

Decoding – Tourists realize that the Museum offers

the history of Moscow and the city’s architectural heritage and they will learn the full story of the city’s buildings.

(10)

Chupa Chups

_{Chupa Chups lollypop is sugar free} _{Encoding – Even if the Lollypop is}

placed on the path of ants they are bypassing it

Decoding – Buyer will realize that

sugar is ants’ favorite food and ants’ can find even the tiny sugar particle, but this lollypop is so sugar free that ants are avoiding it

(11)

Colgate

Floss

_{Colgate floss is so effective}

that it can remove tiniest food particle in between teeth

_{Encoding – Strawberry has}

these small particle in its skin and the Colgate floss is able to remove them

_{Decoding – Consumer will}

realize that Colgate floss is very effective in removing the tiniest and trickiest food particle stuck in the mouth

(12)

Comparison Advertising



Comparative Advertisement is a kind of persuasive advertisement



It explicitly compares the attribute of two or more brands

(13)

Pepsodent vs Colgate

_{Pepsodent is comparing its}

toothpaste with Colgate toothpaste

Encoding – Pepsodent users

has no toothache and they can eat syrupy cakes

Decoding – Consumer

believes that Pepsodent provide more germ

protection and for longer time period than Colgate

(14)

The Hindu vs TOI

Newspaper

The Hindu is comparing its

newspaper with Times of India

Encoding - It is highlighting its

superior quality News content over TOI’s shallow quality News

Decoding – User will realize

that there is also News beyond Bollywood sensation and page 3 party news of TOI

(15)

Burger King vs

McDonald’s

_{Burger King try to say it’s}

burgers are better than McDonald’s burger

_{Encoding – Even Ronald}

McDonald – Mascot of

McDonald’s Burger - buys burger from Burger King

Decoding – Consumer will

identify the character in the ad who is wearing the rain coat as Ronald McDonald

(16)

Reinforcement Advertising



Reinforcement advertising aims to convince current purchaser that

they have made right choice

(17)

Mercedes Benz

– C class

Mercedes Benz is showing a

happy customer of C class is enjoying its GPS service

(18)

Volkswagen

Precision Parking

Volkswagen is reinforcing its

buyer that the car has precision parking feature

Encoding – A Porcupine is

precisely placed/ parked in between a plastic bag full of water and a fish and it’s quill is not puncturing the bag

_{Decoding – Buyer will be}

amazed with the precision parking feature of their car

(19)

Diet Coke



Diet Coke is displaying its happy users partying

and enjoying while drinking Diet Coke with no

regret

(20)

(21)

SLICE OF LIFE ADVERTISING

EXECUTION

 Real Life problem is shown in a dramatic presentation  Product advertised represents solution to the problem  Four Components:

 First we have the Encounter  Next we have a Problem

 Then we move into interaction  Last We have the solution

(22)

COMPARISON

Launched in India in 2000 as Detergent Launched in 1959 in India as FIRST Detergent Powder under P&G Powder under Unilever

AD - “CHAUNK GAYE ?” AD – ”DAAG ACHHE HAI”

This Media Ad keeps the viewers in This Media Ad reveals the idea right from the suspense and only reveals the idea start and only reveals the product at last at last

(23)

LIFE STYLE ADVERTISING

EXECUTION

 Shows how well the product will fit in with the consumer’s lifestyle.

 Tries to sell an image and identity, rather than a product  Tend to focus on what kind of person would buy the

(24)

COMPARISON

Launched in India in 1995 as GAURSONS Launched in India in 1995 as GAURSONS INDIA

AD - “KAMAL MISHRA” AD – ”SHEHER MEIN APNA GHAR HO TOH”

This Media Ad tries to convince

consumers by showing the luxury and happiness they would get because of this Product

This Media Ad tries to attract the middle class people by showing that they can also own their own homes through IndiaBulls Home Loans

(25)

FANTASY ADVERTISING

EXECUTION

 Style of marketing that uses special effects or caricurates to create the idea of fantasy  about the product.

 Depends on how far a person can imagine beyond the actual world, because there is no limit to be suspended in fantasy world.

(26)

COMPARISON

Founded in India in 2007 Launched in 2005 in India as FIRST Det AD - “YOUR FASHION FANTASY COME AD – ”WILD BY NATURE”

TRUE”

Here it shows how a boy fantasises about being a super star just by wearing the shoe he ordered from Flipkart

Here it shows how a lady fantasises about being with a person just because he was using Wild Stone Deodrant

(27)

MOOD OR IMAGE ADVERTISING

EXECUTION

 Builds a mood or image around the product such as beauty,love or serenity.  No Claim is made about the product except through suggestions.

 Three basic functions:

 Increase consumer awareness

 Convert the awareness into familiarity

(28)

COMPARISON

Launched in India in 1903 as Indian Launched in India in 1934 as Oberoi Groups Hotels Company Limited.

AD - “TAJNESS – You can feel it with AD – “INDIA – By Oberoi” your Eyes Closed”

This kind of Media Ads are focussed on Here also the Media focusses on the serenity Describing the beauty of the product. That Oberoi Hotels and Palaces provide to Here TAJ is described in a beautiful attract more tourism.

(29)

MUSICAL ADVERTISING

EXECUTION

 Ad shows one or more people or Cartoon Characters singing a song about the product

(30)

COMPARISON

Launched AD during ICC Cricket World Cup 2015

AD - “MAUKA MAUKA”

This AD uses Song “Mauka Mauka” to portray the rivalry between India and Pakistan thus attracting viewers

Launched in India in 2013 as Online Shopping Store under Amazon AD – “AUR DIKHAO AUR DIKHAO” This AD uses song “Aur Dikhao Aur Dikhao” to showcase presence of all types of products in their bouget

(31)

PERSONALITY SYMBOL

ADVERTISING EXECUTION

 Ad shows an animal character, animated character that represents the product or any real character

(32)

COMPARISON

Launched in India in 2007 as Mobile Operator under Vodafone

AD - “MAKE THE MOST OF NOW” This AD shows a Dog Character portraying the character of the Vodafone India

Launched in India in 1946 as Milk Products under Amul

AD – “UTTERLY BUTTERLY DELICIOUS” This AD shows a Girl portraying the character depicting the Product

(33)

TECHNICAL EXPERTISE

ADVERTISING EXECUTION

 Ad shows the Company’s expertise in making that particular product

(34)

COMPARISON

Launched in India in 1982 as Water Purifier under Shapoorji Pallonji Group

AD - “SHUDDH SE JYADA, SEHAT KA WAADA”

This AD shows expertise of

Aquaguard to develop high quality Water Purifier & RO

Launched in India in 2017 as Premium Mobile Brand under Samsung

AD – “UNBOX YOUR PHONE” This AD shows how Samsung has used their expertise to create a Premium Smartphone

(35)

SCIENTIFIC EVIDENCE

ADVERTISING EXECUTION

 Ad style presents survey to the Viewers why their brand is better than other brands

 Ad style can also present Scientific Evidences to the Viewers why their brand is better than other brands

(36)

COMPARISON

Launched in India in 2017 as Fairness Cream under Patanjali Ayurveda AD - “PATANJALI SAUDARYA KO APNAYEIN, KHOOBSURAT TWACHA PAAYEIN”

This AD shows Patanjali Saundarya is better than other Fairness Creams as they contains many Minerals than

Launched in India in 1940 as Malted Milk Hot Drink Brand under

GlaxoSmithKline

AD – “TALLER, STRONGER, SHARPER” This AD shows how Horlicks is better than its rival Complan

(37)

TESTIMONIAL EVIDENCE

ADVERTISING EXECUTION

 Features a highly believable or likable source endorsing the product

 Advertisements are endorsed by Celebrities

 People also give their views about how much they like product

(38)

COMPARISON

Launched in India in 2010 as Dal Brand under TATA Chemicals AD - “BINA CHAMKE SEHAT CHAMKAYE”

This AD shows expert views of Sanjeev Kapoor about how TATA iShakti Dal is better than other Dal

Launched in India in 2010 as Sports Shoe Brand under Reebok

AD – “MORE ENERGY”

This AD is endorsed by MS Dhoni and it shows how comfortable is the Shoe

(39)

(40)

(41)

Why Effective?



Target Audience- Carpenters, Interior Designers, Architects, Dealers,

Household owners who influence choice of adhesive



Tagline- The Ultimate Adhesive



USP-The largest selling white adhesive brand in India



Designing

Communication- _{Message Strategy: Transformational Strategy that Fevicol can join things}

so strongly that no one can break them.

 Message Source: Shows carpenters working in the background and one

of them cooking with egg which doesn’t break.

(42)

Effective

s: Print

(43)

Why Effective?

 _{Target Audience- Working women, Teenagers, Upper middle class and}

above, women living in metropolitan and cosmopolitan cities, big towns, etc[20-30 year old newly married,31-40 year old married with children,41-55 year old with daughters of marriageable age]

 _{Tagline- Pure Jewellery. Pure Joy}

 USP-One of the most trusted jewellery brands in India  Designing

Communication- _{Message Strategy: Cultivate trust by educating customers about the}

unethical practices in India and mainly to change the perception of jewellery as a high-priced purchase.

 Message Source: Shows a bride, Deepika Padukone and her mother, and

working woman

(44)

(45)

Why Ineffective?



Target Audience- Children, Youth, Young urban families, Vegeterian fast food

eaters



Tagline- I’m loving it



USP-The world’s best quick service restaurant experience



Designing

Communication- _{Message Strategy: To highlight the role McDonald’s plays in customers’ everyday lives}

— both in good and difficult times

 Message Source: Son finding solace in the loss of his father via a Fillet-o-Fish sandwich  Message given was controversial, cynical, insensitive to grieving kids



Suggestion- Could have used other everyday scenarios like a normal, happy,

(46)

Ineffective

Print

(47)

Why Ineffective?



Target Audience- Teens, Youth(16-25), Students



Tagline- Nothing Does it Like 7Up



USP-Availability for different consumer needs



Designing

Communication- Message Strategy: To highlight having youngest consumers in the business

 Message Source: For 7Up is so pure, so wholesome, you can even give it to babies and

feel good about it.

 Message given was unhealthy for kids

(48)

(49)

Top 10 Ad Spenders 2016

Company Name Spending (in crore)

Hindustan UniLever

2500-2800 Amazon Online India _800-1000

Procter & Gamble _650-750 Reckitt Benckiser Ltd _500-600 Flipkart.com _500-600 Maruti Suzuki India _450-550 ITC Ltd _450-550 Bharti Airtel Ltd _450-550 Mondelez Ltd _450-550

(50)

Top 10 Ad Spenders 2015

Hindustan UniLever _2300-2500 Amazon Online India _900-1000

Procter & Gamble _600-700 Flipkart.com _600-700 Maruti Suzuki India _500-600 Mondelez Ltd _400-500 Godrej Consumer Products Ltd _400-500 ITC Ltd _400-500 Snapdeal _400-500

(51)

Top 10 Ad Spenders 2014

Hindustan UniLever _2200-2400 Amazon Online India _800-900

Procter & Gamble _550-600 Maruti Suzuki India _450-550 Flipkart.com 450-500 Snapdeal _400-500 ITC Ltd _400-500 Mondelez Ltd _400-450 Godrej Consumer Products Ltd 350-450

(52)

Industry Wise Analysis : FMCG



Hindustan Unilever

 _{Has been at the top of pinnacle for many years}

 Many diversified products have resulted in expenditure of above Rs 2000 crore.

 Profits in the range of Rs 3500-4500 crore allows HUL to increase their expenditure either

for promotion of new product or capturing market share in a particular product segment



Proctor & Gamble

 Has maintained 3rd position in the list for past 3 years.

 Expenditure in advertisement has increased marginally keeping up pace with the

competitors in various product segment

 _{Demonetization did led to increase in advertisement to avoid stock piling}



Mondelez Ltd

 Has featured in the top 10 list for past three years

 Advertisement expensed have increased marginally due to launch of new products

and inflation.

 Competition from Nestle India has also prompted Mondelez to keep the advertisement

(53)

 ITC Limited

 _{Has featured in the top 10 list for past three years}

 Diversified products, market share is important as many other competitors also present in

the same product segment. Expenses remain in the range of Rs400-500 crore.

 _{Increase in taxes have affected their expenditure.}

 _{Reckitt Benckiser Ltd}

 _{Expenditure have varied across the three years. Revenue Sales from the diversified products slipped in the} year 201

 _{With Demonetization, sales decreased as a result inventory increased hence advertised heavily to keep the} stock moving

 Godrej Consumer Products Ltd

 Expenditures have remained the same over the years ie Rs400-500 crores, not affected by

inflation

 Market share and intense competitions from other FMCG companies have to led to

(54)

Industry Wise Analysis : E-Commerce

 _{Amazon India}

 Infusion of Money from Jeff Bezos , Advertisement expenses have remained the highest in

the e-commerce sector with an average of Rs 900 crore

 _{Main aim is to capture the market and stay ahead of its rivals mainly Flipkart}

 Introduction of Ad campaigns such as Great Indian Sales and other Sales during festive

seasons have led to increase in advertisement expenditure

 _Flipkart.com

 Directly in Competition with Amazon India for the number One E-commerce website.  With Infusion of money every year they are able to sustain themselves and their

advertisement expenses has been in the range of Rs 450-600 crore. In 2015 the expenditure did cross Rs 600 crore due to promotion “Big Billion Day Sales”

 _{In 2016, due to shuffling in management , they decided to streamline their expenditure}  _Snapdeal

 Snapdeal only featured in 2014-15 because of the infusion of the money by the investors.  Fighting for market share with Flipkart and Amazon. Launched campaigned such as “dil ki

deal” featuring Aamir Khan.

(55)

Industry Wise Analysis : Telecom



Airtel Ltd

 Only Telecom Company to feature in the list in 2016

 Majorly due to promotion of 4g services and D2H connections  Competition from rivals such as Reliance JIO and Vodaphone.

(56)

Industry Wise Analysis : Automobile



Maruti Suzuki India

 Only company to feature in from Cars and Utility Vehicle Segment in all Three

Years

 _{Spending has been Rs 550 crore on an average across 2014-2016.}

 _{With New Models launched such as Brezza Advertisement expenses did}

increase for promotion of new models in 2016, Baleno in 2015, Swift in 2015.

 Sales figure have also gone from up from 9.73 lacs to 10.9 lacs



Hero Moto Corp

 Only company to feature in from Two wheelers Segment in 2014

 Since 2014 the advertisement expenditure has gone down relatively due to

decrease in market share and total sales remaining constant.