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1 | P a g e
Contrasting World of Advertising
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Imagine a day in the life of Sahil Gambhir, an average urban Indian male living in an
apartment by himself. So, Sahil wakes up early in the morning to the sound of a hi tech
alarm (which he has recently bought, thanks to the ad of an alarm clock he seen on TV). He
jumps out of bed and switches on the radio (to hear some good music on FM punctuated
with some news headline). The TV is then switched on (to the channel on Aerobics while he
works out with those slim women who promise a sexy physique in just a couple of months).
With a brush in his mouth (of course with Close Up toothpaste for greater confidence
and so that beautiful girls may say Talk to me), he scans the news paper for a quick update
while he prepares some breakfast (the fast and highly nutritious Kellogs which once again
he purchased because of the attractive ad). After a warm bath (with Dettol soap - for
greater skin protection and Head and Shoulders Shampoo so that he is never embarrassed
because of dandruff), and a cool shave (with the very cool Gilette Shaving foamas shaving
cream is out and shaving foam is in, and the Mac3- for the closest shave), he bathes his
cheeks with an after shave (Old Spice for that macho feeling). He dashes off to work
(whizzing past posters, billboards, hoardings all bombarding him with different messages,
schemes, offers etc.). His bus and train journey are never boring as he always zips past
through a whole clutter of advertisement which keep him abreast of the latest products. He
is on the field working when he feels thirsty ( but he cannot make up his mind whether to
have a Thums Up as he is grown up, or to have a Pepsi because he wants to live
young forever; any way he decides to play safe and have a Bisleri). His mobile suddenly
buzzes. Its a programmed call, reminding of his date. He realises he is late. At the shopping
center close by he buys his date a card (an Archies Im sorry Cardof course, because no
one can say it better than Archies). Obviously his date reacts as she is expected to by giving
him a hug (just like the ad). After the great date they return home. After some TV snacking,
he sets the mood with some soft music, spruces himself (any guesses with what? yes with
the sexiest, irresistible, AXEdeo spray). And the lights go out. (Hey wait a second, I forgot
to mention the extra soft. Kurlon mattress he had recently purchased thanks to the
special Diwali offer). That was Media and Advertisings influence for Sahil. We see how
amusing Sahils life is with a plethora of BRANDS.
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As
e s
e
e
S
e e
Adve
s
e ce
e
s
y
e
e
y
edSushantShinde. The m
st interesting partofhis lifeto look at
is thathelives in a world withoutadvertising.
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Imagine, he wakes up early in the morning to the sound of a roaring alarm from his dad. He
jumps out of bed and switches on the radio to hear some music. What a WOW feeling man!
He gets the privilege of listening to songs back to back without any commercia l breaks. With
that excitement he runs to the washroom to brush his teeth. He picks up toothpaste,
Champak a local brand. Boring Man! The toothpaste doesnt give him any reason to wash
his teeth with that particular brand. Even if, he wants to think of attracting any girls with his
fresh breath, he cant do it as his toothpaste doesnt promise him. He moves for having a
bath and realizes that the soap he uses is dissolved completely. He doesnt even recollect
why did he pick that brand, he could have picked up any soap because all where more or
less the same. He then haves a bath without the soap. The TV is then switched on where he
sees the daily programs without any break. He watches the program at a stretch and then
realizes that he is getting late for the office. He quickly grabs a pair of trousers and a shirt
which he bought for a premium price, but the last time when he wore the same clothes in
office, his colleagues got exactly the same pair for a relatively less price. He promises
himself for not purchasing it again. He wears his black shoes and quickly runs to catch the
bus.
While he is moving on the road he looks around and sees that there ar e huge hoardings all
across, but the hoardings are all pure white in color and there is nothing written or painted
on it. He thinks that these hoardings are similar to his life (All without colors). He boards the
bus and there is nothing exciting in the bus. No TV no messages on the handle above. He
gets down and goes to board the train. He goes to the book stall and gets a newspaper
which costs him Rs.20 (Guess why the cost of newspaper is so high) He turns a few pages
and the paper is over. There is news about economics, sports, city and all other categories
but no sexy models to display, so that Sushant might get happy by looking at those pictures.
He boards the train but finds it difficult to sit. Not because there is no space but he has got
piles. He looks around the train for any posters of Piles Clinic but to his despair he finds
nothing. He gets down from the train and reaches office.
His boss is waiting for him so that he would scold him for being late. (This is no new stuff for
Sushant, he always gets firing from his boss) After a hectic and a dull work at office he leaves
for the day. On his way to home he decides to do a little shopping for himself. Shopping for
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Sushant is a mammoth task. There are several reasons for it. Firstly he himself is a confused
guy and cannot make decisions on his own. Secondly there is nobody to guide him or
persuade him to buy a certain product. Most of the time he lands up buying something
which is of no use to him. He returns home and again watches TV at a stretch without any
interruption. Feeling bored again he goes to sleep. This is Sushant with his boring life.
What difference did you see in the life of Sahil and Sushant? Well the difference is very
evident from both their lifestyles. Sahil lives in the world of A dvertisement and Sushant lives
in the world without advertisement.
Imagine a world like Sushant where there is no advertisement at all. Gosh!!! How does he
even manage to survive? Imagine a world without advertising. Imagine if no organisations
exchanged currency for promotion: No billboards, no radio spots, no TV commercials, no
banner ads, no Ad Sense. No editorials, no splash pages, no magazine back-covers, no inside
covers, no infomercials. Imagine if no one saw or heard ads anymore.
Even, if the world of advertising looks good from Sahils perspective. We should not neglect
the fact that advertising add expenditure to the cost of the product and many companies in
todays world are shying away from spending on advertising to minimise their expenditure.
Of course, why not? Its recession time and companies do not have enough to spend and
even if they spend on advertisingwhat about the customers??? They would not
spend money unnecessarily on products they dont need.
In the coming section of this report, we as a group would try to analyse these two
contrasting paradox. Firstly, Advertising is an investment in Brand Building and secondly,
Advertising is an expense in Brand Bui lding?????
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My Name is Brand
Who comes to your mind, if you have any doubt in Statistics? You ask anyone from the
batch of 2008 10, the answer would be Tauseef Ansari. Tauseef has built an image of the
Statistician of the Batch 2008 10. People call him Levin Rubin. He has become a brand in
himself.
So, if anybody has any doubt in Statistics they will go to Tauseef. Nobody in the batch would
go to Rizwan. This is the power and image of Brand. Now, if Kalim Sir gives an assignment on
a topic and if the assignment is submitted by both Tauseef and Rizwan. People would
undoubtedly refer Tauseefs assignment instead of Rizwans. The only reason why they do it
is because they trust the brand.
This is what is called Branding.
Branding is more than just a business buzzword. It has beco me the crux of selling in the new
economy. If the old marketing mantra was, "Nothing happens until somebody sells
something," the new philosophy could be Nothing happens until somebody brands
something."
In its simplest form, a brand is a noun. It is the name attached to a product or service.
However, upon close inspection, a brand represents many more intangible aspects of a
product or service: a collection of feelings and perceptions about quality, image, lifestyle
and status. It creates in the mind of c ustomers and prospects the perception that there is no
product or service on the market that is quite like yours. In short, a brand offers the
customer a guarantee and then delivers on it.
You might infer, then, that if you build a powerful brand, you wil l in turn be able to create a
powerful marketing program. However, if you can't convince customers that your product is
worthy of purchasing, no amount of advertising dollars, fancy packaging or public relations
Advertising is only another form of statistics.
- Hartman Jule
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will help you achieve your sales goals. Therefore, successful branding programs begin with
superior products and services, backed by excellent customer service that permeates an
entire organization.
The Importance of Branding
One of the truths of modern business is that there is almost nothing tha t your competitors
can't duplicate in a matter of weeks or months. If you have a great idea, you can be certain
that somebody will copy it before long. And not only will they follow your lead, but they
may also be able to do a better job or sell the product or service at a lower price. The
question then becomes, "What competitive edge do I have to offer that cannot be copied by
anyone else?"
The answer? Your brand.
Creating a strong brand identity will build mind share one of the strongest competitive
advantages imaginable. As a result, customers will think of your business first when they
think of your product category. For example, when you think of packaged drinking mineral
water, more likely than not, you think of Bisleri brand. And when you're looking for
chocolates to enjoy the melodious taste, Cadburys is the brand that springs to mind.
Likewise, when your child wants a Burgers, he will often say he wants to go to
McDonald's. The reason behind these strong brand -product associations is that these
companies have built rock solid brand identities.
"A brand is the one thing that you can own that nobody can take away from you,"says
Piyush Pandey, Executive Chairman atOgilvy. "Everything else, they can steal. They can
steal your trade secrets. Eventually, your patents will expire. Your physical plant will wear
out. Technology will change. But your brand can go on and live. It creates a lasting value
above and beyond all the other elements of your business. "
Thatvalueisoftencalledbrandequity,ortheworthofthebrand.Brandequity,unlikeother
abstract marketing notions, can be quantified. For instance, if you owned the Marlboro
Companyandwanted tosell it,youwouldbegintovalue thefirmby lookingattheassets
tied to the Marlboro brand. You would then identify the cost of the factories, patents,
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trucks,machinesandstaff.Theyareworthasmallfractionofwhatyoucansellthatbrand
for.Thevalueofthatbrandishugecomparedtothoseactualphysicalassets.
The importanceandvalueofbrandingbecomesapparentwhenanentrepreneurwants to
sellhisorher companyor take it toWall Street forapublicofferingorother infusionof
capital.Itisoftenthebrandthatabusinessownerhastosellinsuchcases.
Brand Building
What Goes Into a Brand?
Ifyourproductorservice isneworunique,thetasofbranding ismadeeasier.Since there
are no pre-existing biases toward the product or service, it will be easy to manipulate
customerattitudes.
Moreoften,yourproductorservicewillhavebeeninexistenceforawhileandhavedirect
competition.Andifitdoesn't,itprobablysoonwill.Therefore,productsthatmayberoughly
equivalent in terms of their features need to have a brand identity that will impact
consumerchoice.
Brandidentityiscomprisedof:
y Pricing - a component of value; higher prices may signify to consumers higher
quality,andlowerpricesmaysuggestdecreasedvalue.
y Distribution - availability; limited distribution of a product or service may imply
exclusivitytodiscerningconsumers.
y Quality -which impactssatisfaction;obviously,higherqualitywilltranslatetomore
satisfiedcustomerswhocomebackagainandagaintopurchaseyourofferings.
y Presence -prominence in thepaid andunpaidmedia;productsor serviceswith a
high-profilemarketpresencewillleadtobrandrecognitionandincreasedsales.
y Awareness-top-of-mindawareness,residualawarenessandrecognition,whichare
directly related topresence; thehigher youroffering's awareness, thebetter your
salesresultswillbe.
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y Reputation-enduringpublicopinionofbrandcharacter,whichisbuiltovertimeand
difficulttochangeonceestablished.
y Image - perceptions of brand traits or prototypical buyers; often represented by
qualitiestheconsumerrelates to.Likereputation, image isdifficult tochangeonce
established.
y Benefits-consumersmayequatecertainpositiveandnegativeconsequenceswith
useofyourproductorservice;thesemaybewarrantedorunwarranted.
y Positioning salience-differentiationfromthecompetition,whichisestablishedbya
combinationofallelementsofthebrand.
y Preference -a predisposition tobuydisplayed by consumerswho are establishing
brandloyalty.
y
Share of market- increasedmarketshareisadirectresultofasuccessfulbranding
campaign.
y Customer commitment - loyalty is built through long -term branding and close
consumercontact.
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Adam & Eve ofAdvertising
History ofAdvertising
Advertisingasadiscrete form isgenerallyagreed tohavebegunwithnewspapers, in the
seventeenthcentury,whichincludedlineorclassifiedadvertising.Simpledescriptions,plus
prices, of products served their purpose until the late nineteenth century, when
technologicaladvancesmeant that illustrations couldbeadded toadvertising,and colour
wasalsoanoption.
An early advertising success story is that of Pears Soap.
Thomas Barratt married into the famous soap making family
and realised that they needed to be more aggressive about
pushing their products if they were to survive. He launched
the series of ads featuring cherubic children which firmly
welded the brand to the values it still holds today.He took
imagesconsideredas"fineart"andusedthemtoconnotehis
brand'squality,purity (i.e.untaintedbycommercialism)andsimplicity (cherubic children).
Heisoftenreferredtoasthefatherofmodernadvertising.
However, itwasnotuntil theemergence of advertising agencies in the latterpart of the
nineteenthcenturythatadvertisingbecameafullyfledgedinstitution,withitsownwaysof
working,andwithitsowncreativevalues.Thefirstadvertisingagency,whichwassetupby
Volney Palmer in Boston in 1841, introduced the commission system to the business by
offering a discount of 25% on ad space in newspapers. This move marked the formal
beginningofspaceselling.Initially,mostadagencieswerenothingmorethanbrokersforad
spaceinnewspapers.Advertiserscreatedtheirownads.N.W. Ayer & Sonbecamethefirst
full-service agency in 1869. These agencies were a response to an increasingly crowded
marketplace,wheremanufacturerswererealisingthatpromotionoftheirproductswasvital
iftheyweretosurvive.Theysoldthemselvesasexpertsincommunicationtotheirclients -
whowerethenlefttogetonwiththebusinessofmanufacturing.
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World War I saw some important advances in advertising as governments on all sides
used ads as propaganda. The British used advertising as propaganda to convince its own
citizens to fight, and also to persuade the Americans to join. No less a political
commentator than Hitler concluded (in Mein Kampf) that Germany lost the war because it
lost the propaganda battle: he did not make the same mistake when it was his turn. One
of theother consequencesofWorldWar Iwas the increasedmechanisationof industry -
andhence increasedcostswhichhad tobepaidforsomehow:hence thedesire to create
needintheconsumerwhichbeginstodominateadvertisingfromthe1920sonward.
Advertisingquicklytookadvantageofthenewmassmediaofthefirstpartofthetwentieth
century, using cinema, and to a much greater extent, radio, to transmit commercial
messages.Thiswasbeginningtoshowsignsofworkingeffectivelyinthe1920sbuttheWall
Streetcrashputanendtowidespreadaffluence,andtheGreatDepressionandWorldWar
Twomeant that itwas not really until the 1950s that consumershad enoughdisposable
incometoreallyrespondtotheneedcreationmessageofadvertisers.
The1950snotonlybroughtpost-waraffluencetotheaveragecitizenbutwholenewglutof
materialgoodsforwhichneedhadtobecreated.Notleastofthesewasthetelevisionset.
InAmerica itquicklybecame thehottest consumerproperty -nohome couldbewithout
one.And
where
the
sets
went,
the
advertisers
followed,
spilling
fantasies
about
better
living
throughbuying across thehearthrug inmillionsofAmericanhomes. The UKand Europe,
withgovernmentcontrolledbroadcasting,wereadecadeorsobehindAmerica inallowing
commercialTVstationstotaketotheair,andstillhavetightercontrolsonsponsorshipand
theamountofeditorial controladvertiserscanhave inaprogramme.This is the resultof
somenotablescandalsinthe US,wheresponsorsinterferedinthecontentand outcomeof
quizshowsinordertomaketheirproductseem,byassociation, moresexy.
Unhappywiththeethicalcompromiseofthesingle-sponsorshow,NBCexecutiveSylvester
Weavercameupwiththeideaofsellingnotwholeshowstoadvertisers,butseparate,small
blocksofbroadcasttime.Severaldifferentadvertiserscouldbuytimewithinoneshow,and
therefore the contentof the showwouldmoveoutof the controlofa singleadvertiser -
rather likeaprintmagazine.Thisbecameknownasthemagazineconcept,orparticipation
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advertising,asitallowedawholevarietyofadvertiserstoaccesstheaudienceofasingleTV
show.Thusthe'commercialbreak'asweknowitwasborn.
History ofAdvertising in India
TherehasbeenalongtraditionofadvertisinginIndiasincethefirstnewspaperspublished
inIndiainthe19thCenturycarried advertising.Thefirstadvertisingagencywasestablished
in1905,B.DatramandCompany,followedbyThe India -AdvertisingCompanyin1907,the
CalcuttaAdvertisingagency in1909, S.H.Bensen in1928, J.WalterThompsonAssociates
through its Indian associate, Hindustan Thompson Associa tes in 1929, Lintas (Lever
international Advertising Services) in 1939 and McCann Erikson in 1956. Advertising
expenditurein the1950swasestimatedat $US300,000. Underthemoresocialistpolitical
environmentof the1960sand1970stherewas little inc entivefor companies toadvertise
because advertisingwas not taxdeductible. In the 1970s therewas a 58% growth in the
numberofregisteredagenciesfrom106in1969to168in1979,andthisincludedagrowth
inIndianagencies.Thefirstadvertisingappearedonstatetelevisionin1976.
With the opening of the economy in the 1980s there was a growth in the number of
alliances with multinational agencies and an expansion in advertising though foreign
networkparticipation inagencyownershipwas limited. In1987HindustanThompsonwas
affiliated to J. Walter Thompson. Lintas, the 2nd ranking agency, held only 4% of its
subsidiary,asdidOgilvyandMather.SaatchiandSaatchi/Comptonhadminorityinterestsin
ComptonasdidLintas.Astudydone in1984o f the largest companies in India found that
theratioofadvertisingexpendituretosaleshadrisenfrom.64in1976,to.71in1980to.74
in 1984. Foreign controlled corporations had the dominant share of total advertising
expenditure,and80%of thesewere in the consumergoods sectors.Advertising wasvery
concentratedwith the top 50 advertisers accounting for 80%of the advertising spending
and the top 10 advertisers made up 40% of that figure, 32% of the total. The largest
advertiser throughout the period was Hindustan Lever which was nearly 10% of the
advertisingbudgetofthecorporatesectorcompanies.
Advertising is about norms and values, aspirations and p rejudices. It is about culture.
- Anil Ambani
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Whenpeoplethinkofadvertisingtheyimagineanadvertisementisfortangibleobjects.
But thesedays thisperception isheldwrongasmanyadvertisements sellservicese.g.
Banks,insurance,restaurantsetc.
4. Identified sponsor: Advertising tries to influence the recipient of the message.
Advertising wants the sponsor of the message be known. Advertisement without an
identifiedsponsorisawastefuluseofadvertisingbudget.Theadvertiserisinterestedto
identifyhisproductwithmakerandthe makerwiththeproduct.
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IMPORTANCE OF ADVERTISING
Backin1950s,itwassaidthatdoingbusinesswithoutadvertisingislikewinkingatagirlin
thedark;youknowyouwhatyouaredoing,butnobodyelsedoes.Themessage was:'Come
on,turnonthelight,itpaystoadvertise'.Today,inthiscomplexworldamidstheavyrushor
everything, having a densely crowded scenario of multiple ads even winking in broad
daylightgoesunnoticed.Sinceeveryoneisadvertising,theidea istodoitwithinnovation.
Advertising isof immenseutilityboth to largeand smallbusiness.There canbenodoubt
thatadvertisingeffortswouldresultincreationofadditionalsales.Allformsofpromotionof
saleofgoodsisinonewayortheother,supportedbyextensiveadvertisingcampaign.Itis
notpossibletoimaginesurvivalofanybusiness,whichisinthebusinessof"makeandsell"
intheabsenceofadvertisingefforts.Advertisinghasextendeditscoveragetoincludenon-
businessenterprisesalsoe.g.PublicWaterWorksadvertisestheneedtopreserveprecious
water and to cultivate thehabitofdrinking cleanwater free fromany form ofpollution.
Countless illustrations canbeprovidedwhereinnon-business enterpriseshave recognised
theimportanceofadvertisingandtheiruseitasatooltopromoteideasandservices.
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Advertising is an economic activity and itgenerates employment. Thousandsofmen and
women are directly or indirectly, employed in professional advertising. Advertising is an
economic proposition. People who invest their money in advertising anticipate positive
results.Hence,advertisingmustberesult-oriented.Everynewspaperormagazinesurvives
ontheadvertisementsthatitreceives.Advertisementsaredefinitesourceofrevenuetothe
publishers.Becauseoftheadvertisementsinsertedinnewspapersandmagazines,theyare
sold at lower price, which can be afforded by the public. Advertising is of paramount
importance because it creates better-informed public by making available innumerable
publicationsatanaffordableprice.Consideringtheresponsethatadvertisementsgenerate,
itcanbestatedthat"advertisingdoesnotcosttoomuch". Inoldertocutdownproduction
cost per unit there is a need to increase the total sales turnover. When overall sales
increase,productioncostperunitisautomaticallyslashedandmorepeoplebuythegoods.
Apart from towering production costs, advertising also pays for entertainment and
educationthroughuseofmedialikeradioandTV.
Consumeristhekinginthemarket.Hecannotbecompelledtobuyanything.Atthemost,
he can be persuaded to patronise a certain brand. It is here that advertising plays a
prominentrole.
There is no standard format to be followed to make advertising liked by every person.
Advertising isacreativefield. Individual likesanddislikesdeterminesuccessofadvertising
oritsfailure.Advertisingscoresoverpersonalsellingbecauseitprovidesfreedomofchoice
totheconsumer.Decisiontomakepurchasesisindependentlyarrivedatbytheconsumers.
Nocivilisedsocietycanrecordconstantprogressandensurebetterstandardoflivingtoits
peopleintheabsenceofinformationandeducationprovidedbyadvertising.
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Dus Ka Dum
10 Reasons to Advertise
y Advertise to
R
each New
C
ustomers
Yourmarket changes constantly.New families in theareameannew customers to reach.
Peopleearnmoremoney,whichmeanschangesinlifestylesandbuyinghabits.Theshopper
whowouldn'tconsideryourbusinessafewyearsagomaybeaprimecustomernow.
y Advertise Continuously
Shoppersdon'thavethestoreloyaltytheyoncedid.Youmustadvertisetokeeppacewith
your competition. The National Retail Merchants Association states: "Mobility and non-
loyaltyare rampant. Storesmustpromote toget formercustomers to returnand toseek
newones.
y Advertise to Remain With Shoppers Through the Buying Process
Many people postpone buying decisions. They often go from store to store comparing
prices, quality and service. Advertising must reach them steadily through the entire
MarutiAdvertisingExpenditure-195cr
Thecompanysmarketsharehasimprovedby2%andthatthecompanynowhasa59%
shareofthemarket.
www.moneycontrol.com, www.televisionpoint.com
BhartiAirtelAdvertisingExpentidure-240crin2007
BhartiAirtelretainsitsno.1position
Thetotalrevenueinhasgrownby38%toRs96.33billion.
Bhartiat2009endhadasusbcriberbaseof106million.
www.bharti.com, www.televisionpoint.com
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y Ad
tis
B j
us
k
h
is Alwj l
s Busin
ss to G
n
j
t
Yourdoors are open. Salespeople are onthe payroll. m venthe slowestdays produce sales.
As long as you're in business, you've got overhead to meet and new people to reach.
Advertising cangenerate customers now .andinthe future.
y Adn
o
tiso
to Ko o
p
Ho
lth
Positin
o
o
Ina competitive market,rumors andbadnews travelfast.Advertising corrects misleading
gossip,punctures overstated"badnews.Advertisingthatis vigorous andpositive canbring
shoppers intothe marketplace,regardless ofthe economy.
y Ad
tis
to Mz
intz
in E { plo|
Mo z
l
When advertising and promotion are suddenly cut or canceled, salespeople may become
alarmed and demoralized. They may start false rumors in an honest belief that your
business is introuble. } ositive advertisingboosts morale.Itgives your staffstrongadditional
support.
Tata ~ otors Advertising
penditure - 180 crin 2007
Consolidated evenue in 2006-07 grows by 36 to s.36987.82 crores
Consolidated } rofit s.2169.99 crores,upby 26
www.tata oto s.co www.televisionpoint.co
okiaAdvertising penditure - 180 crin 2007
okia Q4 2007 results claims 40 percentrise inprofits
www.fonea ena.co www.televisionpoint.com
The headlineis themostimportantelementofan ad. Itmustoffera promiseto the
readerofa believable benefitanditmustbe phrasedin a wayto makeitmemorable.
- Morris Hite
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Advertising as a Romance
Advertising,initsprofoundanddeepsenseoftheterm,remindsyouofalltheembroidered
drama, inflated emotions, mellifluousjingles and colourful myriad pictures that form a
beautiful collage of incidents and brands and consumer and the beautiful relationshipof
romancethattheyshareismanifestedthroughthispatchwork.
TakeabrandlikeCadburys;wontyousayyouloveCadburys? Wontyoufeelclosetothis
brandsomethingthatyouarepossessiveabout,somethingthatyoucanidentifywithand
feelcomfortablewith?Andhow! ImagineasituationwhereCadburywouldnothavebeen
advertised!Wouldyoufeelthesameconnectionthatyoufeelrightnow?No!Somewhere
lines likekuchkhasshaizindagimein,Asliswaadzindagika, khaanewalonkokhaanekabahanachahiye,rishtonkimithaasetchaveetchedinourminds.Wefeelnostalgicwhen
werecollectthegirldancingonthecricketfieldintheCadburyad,ourmouthwaterswhen
werecollecttheswirlingmeltingchocolateshownjustbeforetheCadburypackshotThus
advertisingisthatmagicalelixirofromancethatcreatesthesparksbetweenthebrandand
the consumer. Since ages, advertising is used as a medium of communication.However,
todaythismedium isnotjust that. Itisameanstofeelemotions, indulgewiththebrands,
create rippling effectson the consumer and above allmake them feelwarm, specialand
important.
Advertising takes the consumer
through that romantic journey
where the consumer first gets
acquainted with the brand, then
tries to find more information
about the product, makes the first
purchase, expresses his likes and
dislikes, and after he likes, he
becomes a brand loyal customer.
Later discounts and other offers
make him feel special and wanted
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andthustheromanticjourneyofthebrandandtheconsumercarriesonfortherestofthe
life.
Whenoneconsidershighinvolvementproducts likeacaroradiamondset,peoplecollect
more information as theyare in theprocessofmakingapurchasedecision.One canjust
imaginethequixotic,dreamyandindulgingprocessofawomanbuyingadiamondset(say
for instance Nakshatra diamond). Since it is popularly and truly said that diamonds are
womensbest friend the romanticbuyingjourney isevenmoreexciting.The lavishand
extravagant Aishwarya Rai Nakshatra diamond TVC creates the first bounce of mawkishfeelings towards the brand as we repeatedly see the ad with glaring eyes. It is notjust
wishfulanddreamybutestablishesaspaceinyourheartthatlightensupeverytimeyousee
thead. Justimaginethesentimentsintheconsumersheartwhenheorshehasjustbought
Nakshatradiamondearrings.Itisthisparticularfeelingthatadvertisingslogstocreateinthe
heartoftheconsumers.Itisthatmomentwhenyoucomehomeandadoreyourselfinthe
mirrorwiththoseearringsandthehappinessyoufeelisthesamewhenyouarebeingloved
byyourspecialsomeone
Many criticize that advertising lures customers into a pit of false dreams and hopes. But
doesnt advertisingoffer a stage for you to romancewith your favorite brands,watching
them evolve, feeling connected with the characters in the ad, dancing with imaginations
about the product, flauntin g your purchases, loving your brands, creating long lasting
relationships with things you use, feeling nostalgic, experiencing emotions and above all
makingyoufeelsospecialagainsttherestoftheworld!
Many a small thing has been made large by the right kind of advertising.
-
Mark Twain
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My Name isAd-amant
Building Brand Personality
Human beings have a personality, which is essentially a summation of traits. Brand
personalitycanbedefinedinseveralways,withemphasisonemotion,humanandtangible
aspectsofthebrand.Itcanalsobedefinedassumofthetangibleandintangible aspectsof
thebrand.Even for industrialproduct likesteel,SAILusesemotional connectwith 'punch
line'thereisbitofSAILineverybody'slife. Brandpersonality,isprocessoftransformingthe
brandintoapersonorhumanizing thebrand. Thusbrandscanalsohavecharacteristics(Ex:
Sex, Gender, skills & abilities etc). Marketers deliver the personality using advertising,
features,packagingetc.
Brand personality enables to establish relationship between brand & consumer with
emotionalcontent. Thedegreeofproximitybetweenbrandandconsumerpersonality,will
influence the purchase intension and brand loyalty. Brand personality should not be
confusedwithtargetaudiencecharacteristics.Personalitymaybeexistingoraspirational.
Forexample:Advertisementelementssuchasselectionoftheendorsersandexecutionetc.
deliveredtheBrandpersonality. UsingofFilmstarsfortheLuxbeautysoapislogicalandthe
attractiveness of celebrity is high. This is critical and leads to credibility. Endorser
personalitygetstransferredtothebrand.Thumbupsoftdrinkhasdistinctpersonalityowing
to chivalry basedads,which also communicatesaboutuser imagery.Ads formultiutility
vehicleslikeMahindraScorpio,showstheruggednesspersona lity.
Endorser
Theselectionofanendorseriscritical,asthepersonalityoftheendorsercangettransferred
tothebrand. Usingcelebritiesasbrandendorser hasadvantages & disadvantages.Celebrity
enjoysinstantrecognition & goodwillthatcanbetransferredtothebrand.
Promise, large promise, is the soul of an advertisement.
- Samuel Johnson
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Sachin,ShahrukhKhanandBig'B'endorsenumberofbrands. Choosingtherightcelebrity &
leveringtheirqualities is important,otherwisecelebrityendorsementmayendupasfutile
exercisealsoinvolvingwastageofmoney.
Sachin stands for style, power play, technique and excellence or performance. Sharukh
Khanrepresentsenergy & entertainmentandstyle. Theycutacrossalldemographicgroups
andhavemassappeal.
Endorser stands for certain favorable valuesof thebrand suchasperformance, styleand
reliability etc. Personality of the brand and celebrity should complement each other.
Reliablecelebrityensuresinstantawareness,acceptabilityandpositiveattitudetowardsthe
brand,which is precursor tobuying. This willbe provide much needed assurance to the
consumersandalsoprotectbrandimage & values.
User Imagery
Itdescribeswhoorwhat typeofperson,mightusethatproduct/brand. Somebodymay
identifyhimselfasMercedesownerorVolvodriver. Userimageryalsocommunicatesabout
the lifestyleoftheuser. Userimageryresults inuser-driven imagewhich istransferred to
the Brand. Brand personality needs to be updated with change in user imagery and
informationsothatthebrandremainscontemporaryandrelevant.
Kingfisherattaineddistinctpersonalityas fun, frolicand lively supportedby their ads and
event sponsorships. Smirnoff attained youthful and innovative personality and all their
innovative promotions are in tune with the brand personality. MTV has become coolest
brandamongtheyouthaschannel,withsensiblepromotions (MTVYouthIconAward)and
believedintalkingtotheaudience/youthandlocalization ofthecontent.
Tangible aspects of the Brand
Brand'stangibleaspects likepackageandotherelements likepricearealsokeyelements.
Nirma's price & transparent package, Yellow colour of the detergent powder, symbolize
'DowntoEarth'personalityofNirma.
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Smell package of Medimix and Mysore Sandal (including soap shape) gives distinct
personalitytothem. AbsoluteVodka,transparentliquidandshapeofthebottleplayedkey
roleinbrandpersonality.
Symbols & Logos
Symbols can also be used effectively to communicate brand values and characteristics.
Mascotsmayalsobepartofthelogoofabrand.
LICusedhandsof logowhererepresentssafety, UTIhas 'Kalash'as it isconsideredsacred
and signalsgood things. RoyalStagbranduses 'Horse' symbolizingnaturalnessandpurity.
Britannialittleheartsuses'heartlogo'symbolizing loveandaffection.
Slogans / Punchlines
Slogansenhancebrandrecallandhavestronglinkagewithbrand'sessence/keyvalues.
Executional Elements:
Consumershaveactualand idealselfconcept,whichhasbearingonbuyingbehavior. Self
conceptissortofindividualperceptiononhis/hercharacteristics,abilitiesetcandalsowhat
othersopiniononhim/her is there.Theproximitybetween self imageandbrand's image,
willdeterminetheattitudetowardsthebrand.
Theproblemariseswhenbrand self image isnot in syncwith thatof consumerand vice-
versa. Theneedarisestodeterminethebrandpersonality(existing)andchangeitsoasto
matchwith thatof consumer self image. For example,Brandwhich is considered as old,
cannotbetargetedtoyoungtargetaudience.
Incaseof incongruence,Advertisingneeds tohighlight functionalaspects,andemph asizebrandimageincaseofimagecongruence.Thusbrandimagemaybecomedominantfactor
influencing buyer behaviour. It also helps to nullify the weaknesses of the brand
contributingtopoorperception.
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Black and White
Advertising Realities and yths
Advertisingover theyearsandageshasbeenusedasapenetrable forcewith thehelpof
which the marketer not only communicates but also achieves the desired level of
marketability for his entire range of products and services. Although this is a very valid
contentionyet,advertisingsuffersfromcertainrealities,whichcomesontheforefront.
From thepointofviewofrealities,althoughadvertisingattractsFinancialExpenditureson
the part of advertiser and in turn stimulates customer involvement and customized
interaction and this ultimately contributes towards the growth of overall Economi c
Activities. Thiskindofasituationstimulatesthe industryArenaandcalls formarketers to
thinkinapositivedirectionasfaraspositiveadvertisingisconcerned.
Advertising has a definite positive impact on the overall marketing scene the world o ver.
Of latewehave had instancesof variousproducts/brands in thedifferentmedia sources
whereithasbeentheadvertisement,alonewhichhasbeenresponsibleforstimulatingthe
productSales.
Brands like Sun Silk Shampoo, Maybelene Lipsticks, Tata Indica Automobiles, Hyundai
Santro Zipdrive, Colgate range of oral care products, Gillette range of shaving products
and so on are some of the examples coated where the role of advertising has had a
positive direction over the entire market place.
But there is a darker side of the story as well. It has been often argued/debated that
"Advertising stimulates wasteful expenditure and increases the burden on the consumer".
Let advertisers spend the same amount of money improving their product that they
do on advertising and they wouldn't have to advertise it.
Will Rogers
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Onthebasisofassessmentithasbeenfoundthatthemoneyspentonadvertisingmethods
is ultimately added up or a percentage on the product manufacturing cost and this
ultimately leads toenhancementof the finalpricevalue.This isaknownfact toeachand
every individualbutmyquestion is - "Can we really do without advertising?" Therefore,
the concept of advertising giving rise to wasteful expenditure is probably a way of looking
at it from an individual angle.
All these facts definitely stimulates our thinking process that despite advertising being
criticizedsoforcibly,how is thatmarketersstillrelyupon itasan importantaspectof theforth 'p' of the marketing mix. All this therefore gives us a lot of food for thought that
advertisingalthoughhavealotofprosandcons,yetitisoneofthoseareaswhichcannotbe
undermined/overlooked by a marketer as far as marketing of products and services are
concerned.
Koffee with Sawant
Asapartofthebrainstorming sessionfortheproject, SagarSawanthappenedtomeetSahil
Gambhir overa cupof coffee.Therewere lotofquestionsonadvertising in Sawantsbig
mindwhichthechocolateboySahilwasveryconfidentofanswering(theconfidencecame
from Close-Up). And the lightening conversation struck. There were some things that
advertising,byitself,can'tdo.Let'sdispelafewofthemostcommonmisconceptions.We'll
callthemadvertisingmyths.
Theexcerptsfromtheirconversationaredetailedbelow.
Myth #1:Ifaproductisn'tsellingwell,advertiseit.
Advertising-eventhemostclever,funniest,mostexpensiveadvertising-can'tmakepeople
buysomethingtheydon'twant.Itcancreateawarenessofaproduct,itcanevengetpeople
to come see the product. But if people know that they don't like or need the product,
Advertising is the art of making whole lies out of half truths.
- Edgar A. Shoaff
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advertisingwon'thelp sell it. In fact, advertising can backfire: You could end up drawing
attentiontothefactthatyoucarryunwantedgoods.
For example, look at a choice facing an electronics store. Should it advertise its wide
selectionofnew,hotelectronic gamecartridges?Orshould itadvertisethosehi-fineedles
and stereo speakers thatare stillgatheringdustwith thehopeof finallyunloading them?
Thestoreisalreadytakingalossonthepurchasepriceoftheoldermerchandise;shouldit
thenadvertisetheselosers,andthusincreaselossesofbothmoneyanditsimageasastate-
of-the-artelectronicsvendor?
Whynotadvertisethebestitems,theproductleadersthatwilldrawpeoplein.And,maybe
some of theoldermerchandisewillbe seen andpickedup atno further expense to the
business.
Myth #2:Advertisingcancreatesales.
Manypeoplethinkthatadvertisingisthesamethingasmarketing.Orthatadvertisingisthe
sameasselling.Orthattheyareallthesamething.Marketingencompassesalltheactivities
that are entailed in moving your product from creation to purchase, from research to
packaging. Marketing looks atproduct, price,promotion and placement factors; you will
hearthesereferredtoasthe"4PsofMarketing."
Advertisingisonewaytoteachpeopleaboutyourproduct.Youcanuseittocommunicate
whataproduct is,how itwillfillaneedorenhancelife,howmuch itcostsandwherethe
buyercangetit.Youcanuseittodifferentiateaproductordevelopanimage. Butit'sgood
marketing - the overall strategy that might include advertising - that can (and should)
produce in sales. Good advertising can create traffic, interest or an image. It can even
positionyourproductinrelationtothecompetition.But,byitself,advertisingcan'tcreatea
sale.
We want consumers to say, 'That's a hell of a product' inste ad of, 'That's a hell of an
ad.
- Leo Burnett
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Whynot?Becausetheothermarketingcomponentshavetoworkwithit.Peoplemaywant
aproducttheyheardadvertised,buttheywon'tbuyitunlessthey:
y canaffordthepricethathasbeenset,
y
findtheplacetheycanpurchaseit,and
y liketheproduct
Myth #3:Advertisingcanmanipulatepeopletobuy.
Ifthismythwastrue,thensomeadexecutivesomewherewouldhavethesecrettosuccess.
Ifasecret to successexists,whydo 80percentofnewproducts fail?Whydoestablished
products drop from sight? People have needs for products and services, but they have
choicesonhow tofillthoseneeds.Theirdecision tobuyyourproductwillbebasedupontheirbeliefthatwhatyouoffersatisfiestheirneed.Itwillalsobebasedupontheirreadiness
tobuy.
Myth #4: Advertising'seffectspersistfordecades.
Coca-Colaiswell-knownbynearlyallconsumersduetoitslongevityinthemarket.Butisit
the advertising thatdrivesCoke'smarket shareor is it simply that some people love the
flavor?The formerstatement leads to themisnomer thatsome long-survivingbrandsare
still around because they have been heavy and consistent advertisers, which drives a
dangerous tendency to conclude that consistent advertising over an extended period of
timeequatestolong-termbrandsuccess.
Myth #5: Evenifadvertisingdoesn'tworkatfirst,repetition willensureultimatesuccess.
The "frequency" part of the reach-and-frequency formula guides how many times
consumersneed to seeamessage tofullyabsorb it.Asaresult, ifanaddoesn't resonate
well with an audience, advertisers will sometimes blame lack of sufficient frequency,
concludingmistakenlythatmorefrequencywillsolvetheproblem.
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Myth #6: Threeexposuresareenoughforeffectiveadvertising.
Speaking of frequency, there is a long-held belief that three impressions areoptimal for
viewing an ad, after which effectiveness of that ad drops off. The first ad would draw
attention, thesecondwouldstimulate interest,andthethirdwouldpush theconsumerto
buy.
Myth #7: Humorinadvertisingtrivializesthemessage.
Humor inadvertisingisoftenweaklyrelatedorevenunrelated tothebrand,leavingsome
advertising professionals to question whether humor gets in theway of the message. In
reality, humorous ads may do several positive things, including relaxing an aud ience,
openingtheirmindtothemessage,distractingthemfromcounterarguing,andleavingtheminapositivemood.Indiscriminantuseofhumor,however,maydomoretohinderthanhelp
theacceptanceofthemessage.
Myth #10:Sexsells.
Or does it? Ads centered around sex appeal draw attention, but not always positive
attentionthatstimulatesthedesiredperceptionsorbehavio urs.
Myth #11: Uniquecreativeexecutiondrivesresults.
Constantlypressuredtothinkoutsidethebox,manyadvertisers(and theiragencies)believe
that ads must be entirely unique to capture attention. There is no scientific correlation
betweenuniquenessof themessageandsalesof theproductbeingadvertised.Novelty in
your message, media, target segment, product, or creative is more likely to foster sales
increasesthansimplyincreasingadintensitywould.
Myth #12: Advertisingisveryprofitable.
Thereisawidelyheldassumptionthat,withallthemoneyspentonadvertising,itmustbe
very profitable,or companies wouldn't be spending such large sums on it. In reality, the
huge levelsof spendingaremore likelya reflectionof continuationofpastpractices than
superiorROI.
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Advertising as a Curse
Criticism for Advertising
WhenSahilGambhirandSagarSawantwashavingtheconversationonAdvertising Realities
and Myths, Tauseef Ansari was reading lots of stuff to know about Why Advertising is
expenditure? Hewent to the library for looking out goodbooks which wouldhelp us in
arriving at some concretematerial.Andhis searchwenton formanydays.Hepickedup
F AQs in Marketing by Philips Kotler, then The End of Marketing As We Know It by
Sergio Zyman..Gosh!!! It was tough to come across good material which woul d
criticiseadvertising.Finally,adjvufeelingcameonhimandherealisedthathehasseena
book titled The Fall of Advertising and the Rise of PR by Al Ries and Laura Ries. This
sectiondealswithdetailedunderstandingoftheauthorsviewonad vertising.
RenownedmarketingstrategistAlRiesandhisdaughterLaurabelieveinthepowerofpublic
relations. Intheirbookentitled The Fall of Advertising and the Rise of PR ,theyeffectively
argue thatpublic relations techniques should be the tools of choicewhen establishing a
brand but fall short in their advice that advertising should only be used as brand
maintenance.
Theauthorsbegintheirbookbyexplainingthatthegoldeneraofadvertisingisover.During
thisgoldenera,theyearsfollowingWorldWarII,advertisingvolumeincreased.Later,with
theadventof television, the amountof advertisingexploded.The authors claim that it is
becauseoftheinfluxinadvertisingvolumethatitseffectivenessdeclined.
Another reason advertising lacks effectiveness, the duo argue, is that the advertising
industry has lost its focus. They claim that advertisings purpose has shifted from
generating sales to generating creative ads. The authors assert that advertising agenciesare more concerned with winning awards than anything else. They mention that the
average advertising agency spends more money on award entries than on independent
consumerresearch.
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The main point of The Fall of Advertising and the Rise of PR is that public relations
methodologies are extremely effective at building brands and advertising is incapable of
buildingabrand.
Ries and Ries propose that advertising has lost its credibility. The authors suggest that
advertising is perceived to be one-sided, biased and company-oriented. Both father and
daughter correctlypointout that consumersare looking for trusted,unbiased, consumer -
orientedcommunications. Onlypublicrelationscanfillthisneed,notadvertising.
Themaingoalofapublicrelationscampaignistogetacompanyanditsproductmentioned
and recommended by third parties. Third parties include newscasts, newspapers and
magazines,whichtendtobeconsumer-oriented.Sincethemedia isnotaffiliatedwiththe
company,peoplearemore likely toaccept theopinionsand idealsof thepublic relationscampaign.A public relations campaign also uses another trusted third party source word
of mouth. Research shows that consumers are more likely to buy products and services
that are recommended by people they know.
Doesadvertisinghaveapurposewhenitcomestobuildingbrands?Yes,bothRiesandRies
suggest that advertisings role is that of a support function and continuation of public
relations. Inotherwords,advertising isnotbrandbuilding, itisbrandmainten ance.As the
authors put it, A brand is born with the capability of creating news. This is the essenceof a new brand. But what happens when a brand grows up? It runs out of publicity
potential.Itisduringthistimewhencompaniesshouldimplementad vertising.
The Fall of Advertising and the Rise of PR effectivelypresentsitsargumentthatonlypublic
relations can trulybuildabrand.Theauthorsdraw from theirprofessionalexperience to
illustratepastpublicrelationsstrategiesthathaveestablishedbrandsandhowadvertising
hastraditionallyfailedatbrandestablishment.However,therearecertaincasesinthebook
thatareuntestedandunproven.Also,someofthesuggestionsby theauthorsareentirely
unrealistic.Regardlessofsuchoutlandishcommentary,TheFallofAdvertisingandtheRise
ofPRwillmotivatepublicrelationsprofessionalsandincenseadvertisingexecutives.
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Primary Research
Weconductedaresearchtofindoutwhetheradvertisingreallybenefitsthebrandornot.
The objective of this research was to find out whether adve rtisement helps in brand
building,but infirstplacewhether itcreatesbrandawarenessamong theconsumers.We
preparedaquestionnairewhereinweaskedtherespondentstoidentifydifferentbrandsin
the given advertisements. The respondents were shown a series of photographs of
advertisement.
In the researchwehelped the respondent to identify theadvertisementand thenhe/she
wasasked to identify thebrand.The responseswhichwegotwere compiledandadetail
reportismadeoutoftheoutcomes.
Thesamplesizeoftheresearchwas60respondents,typicallytheseincludedpeopleofage
group20to50.
Thewholepurposeof thisexercisewas to findout thatafterspendingon advertisement,
whether thebrandisrecalledornot?Thiswillhelpusfindouttheawarenessofthebrandthroughadvertisement.
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FactFiles from Industry Sources
Company: Percept Media Planning
Contact Person: Payal Ramkrishnan, Media Planner
In the conversation with Ms. Payal Pamkrishnan, we came to know the how the whole
advertising industry is working and how
companiesarespendinghugesumof their
revenuesinadvertising.
In the year 2008, Pantaloon has spend
Rs.15croreinAdvertisingtheyhadadopted360degreeapproachpromotionalactivity.
Percept H has handle part of the departmental store campaign keeping the nature of
markets inmind , the company isdeployingdifferentmarketingmix .Theyhave reachout
customer more directly using communication tolls such as rallies, auto advertising &
Banners.Theadsmarked,changefromtheearliercampaign thatshowed familiesnow, Its
featuredtrendyyoungmen & womenwearingthelatestfashion.
In the year 2008 Tata motors has spend Rs 2.5 cr in Commercial vehicle & Rs 5 Cr in
PassengercaronlyinPrintmedia.
Company: Accord Advertising
H
Contact Person: Darshan Mehta
y Croma is about to spend 50Lakhs for its Navratri campaign in Hydreabad, Bengaluru,
Chennai.
y CanaraRabicomutualfundspends1cratPanIndianlevel.
y Hypercity2monthsbackhasspends2LakhinHydrebadforthepromotionofnewoutlet.
y NKGBSlocalbankinPanvelhadspentRs.50000.
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Case Analysis
We were building on our content through discussion and reading when Sagar Sawant said,
"Before reaching to any conclusion right now, we could go through cases. This would give us
a better insight and understanding.
Case I:
Brand: Vodafone
Oneofthebiggestbrandtransitionexercisesinrecenttimes,Hutch,countrysfourth-largest
mobileserviceproviderrenamedtoVodafoneon21
st
September2007.Vodafonehadspend somewhere in the region of Rs 250 crore on this high-profile transition. Vodafone has
acquired67percentinHutchisonEssarfromHongKong -basedHutchisonWhampoa.
But, think of it Rome was not built in a dayVodafone had no options, but to build
the brand Vodafone in a day. When this transition of Vodafone brand was taking place,
there were around 35 million customers using services of Hutch, around 1 0000 employees
working for the company and around 400000 trade partners. Hutchison Essar was
operating in 16 circles. Withsomanystakeholders interest inthecompany,Vodafonehad
todoeverythingovernightwithoutanyhitch.
The Big Idea of the Campaign:
Change is good : Hutch is nowVodafone
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y Television p o otion
tivit
Television &I Films
Commercials withthe utch &ICampaignrevealing
the Vodafone ogo
Television ugCommercials
Televisionpug commercialwhere played24 hourroad-blockon 13 Star channels.
y P int P o otion
l Activit
y M
zine Innovation
The archhada cut-outthroughwhichthe dogonthe 2ndpage seems tobe sittinginapink
kennel
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y Outdoor Promotional Activity
y High-end customers
Personalised Business World Cover
Over30,000keyVodafonecustomersreceivedpersonalizedcopiesofaleadingbusiness
magazinewithawelcomemessagefromVodafone.
Moments Dairy
Sent to select top end customers, the prized Vodafone Moments Diary is true to the
brandsessenceandurgescustomerstomakethemostofeverymoment
Personalised Calendar
AlargersetofthecorporatecustomersweregivenVodafonecalendarswitheverypage
personalizedtotheindividual
Roaming Mailer
Keycustomersweresentpersonalizedgoodstogetthemtojoinintheredfever.About
7000HNIcustomersweresentspecialroamingdirectmailersthatbestsuitedtheirneeds
onbusinesstravelaVodafoneuniversaltraveladapter,whichwassuretocomehandy
wherevertheywent.
Retail Branding
Consumertouch-pointwork
y RechargeandSIMcards
y Leaflets
y Welcomekits,carrybagsandmerchandise
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Afterdoing somuchof romotionalActivity inWhich umungous oney was involvedthe
outcomes were as follows
very touchpointacross Indiaworethe new Vodafone look.
Average reachof 88
amongst Star channel viewers and 82
amongstnon-Star channel
viewers
igh levels of message comprehension with almost universal awareness amongst
people e posedtothe ad
arge amountof
aroundthe 24 hourroadblockonall Star channels
Ma ket Probe Weekafter stud : 21st
Sep 28th
Oct
Vodafone coverage- Qualitative research
The highmediablitz combinedwithknowledge of Vodafones international standingwas
successfulinportrayingthe brandas alarge, confident entity.
The buzzaroundthe brandhas ledto very high e pectations.
Consumers perceivedthe brandtobe growingin strengthand showinggreatpotential.
Consumers welcomed the change with greater sense of pride in associating with an
premium,internationalbrand
The brandhas successfully createdawell-rounded image - combiningwestern values of
professionalism, efficiency,ambitionwithIndianwarmthandfriendliness.
Also conveys a continuation, and not adisruption of the utch e perience use of the
dog).
Source: Q market Research adivisionof Quantum Market Research Pvt. Ltd.
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Vodafone coverage downloads
y In response to the welcome SMS, MMS and bill message, an incredible 9.3 million
customers sent a SMS to 56565 to download the Vodafone ringtone, logo and
wallpapers,in25days
Vodafone coverage - Bu
LaunchwasthemosttalkedabouteventinIndianmedia.
Over450articlesdescribedthelaunchacrosspress
Many televisionbytes,includinganentireepisodeonCNBCcoveringthetransitionasa
casestudy
Ontyping Hutch isnowVodafoneonGoogleeven today relevantsearch results runinto63pages
Vodafone Campaign Coverage
y Secondmosteffectivecampaignoftheyear2007
In a nutshell
35millioncustomerswhohadgrownwithHutch,transitionedtoVodafoneseamlessly
Everycustomertouch-point,fromthelogoson televisiontothestampatthe Vodafone
reception,worethenewVodafonelookfromDay1
Rave reviews from the advertising and marketing fraternity, with Business Standard
ratingitoneofthebestlaunchesoftheyear
GreatappreciationfromtheVodafoneworldwideboardandtheproc laimingittobethe
fastest,mostcomprehensiveandmosteffectivelauncheverwitnessed.
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Case II:
Brand: Amul Butter
50 years after itwas first launched, Amul's sale figures have jumped
from 1000 tonnes a year in 1966 to over25,000 tonnes a year in 1997.
No other brand comes even close to it. All because a thumb-sized girl
climbed on to the hoardings and put a spell on the masses.
Summerof1967:ACharniRoad flat.Mrs.SheelaMane,a28-year-oldhousewife isout in
thebalconydrying clothes. Fromhersecond floor flat she can seeherneighbourson the
road. There areotherpeople too. The crowd seems tobe growing larger by theminute.
Unable to curbher curiosity SheelaManehurriesdown to seewhatall the commotion is
about.Sheexpectstheworstbutcanseenosignsofanaccident.Itisherfour-year-oldwho
draws her attention to the hoarding that has come up overnight. It was the first Amul
hoarding that was put up in Mumbai. People loved it. It was the favourite topic of
discussion for the next one week! Everywhere people went, somehow or the other the
campaignalwaysseemedtocropupintheirconversation
Call her the Friday to Friday star. Round eyed, chubby cheeked, winking at you, from
strategicallyplacedhoardingsatmanytrafficlights.She is the Amul moppet everyone loves
to love (including prickly votaries of the Shiv Sena and BJP). How often have people
stopped, looked, chuckled at theAmulhoarding that castsher sometime as the coy, shy
Madhuri, a bold sensuous Urmila or simply as herself, dressed in her little polka dotted
dressandaredandwhitebow,holdingoutherfavouritepacketofbutter.
What was so special?
For30oddyearsthe UtterlyButterlygirlhasmanagedtokeepherfanfollowingintact.So
muchsothattheadsarenowreadytoentertheGuinness Boo of World Records forbeing
the longest running campaignever. Theultimate compliment to thebutter camewhena
Britishcompanylaunchedabutterandcalledit UtterlyButterly.
Itallbeganin1966whenSylvesterdaCunha,thenthemanagingdirectoroftheadvertising
agency,ASP,clinchedtheaccountforAmulbutter.Thebutter,whichhadbeenlaunchedin
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1945,hadastaid,boringimage,primarilybecausetheearlier advertisingagencywhichwas
inchargeoftheaccountpreferredtosticktoroutine,corporateads.
InIndia,foodwassomethingonecouldn'taffordtofool
aroundwith.Ithadbeentakentooseriously,fortoo
long.SylvesterdaCunhadecideditwastime forachange
ofimage.
TheyearSylvesterdaCunhatookovertheaccount,thecountrysawthebirthofacampaign
whosecharmhasenduredficklepublicopinion,gimmickryandallelse.
The Amul girl who lends herself so completely to Amul butter, created as a rival to the
Polson butter girl. This onewas sexy, village belle,clothed in a tantalising choli all but covering her
upper regions.EustaceFernandez (theartdirector)
and SylvesterdaCunhadecided thattheyneededa
girl who would worm her way into a housewife's
heart.Andwhobetterthanalittlegirl?AndsoitcameaboutthatthefamousAmulMoppet
wasborn.
ThatOctober,lampkiosksandthebussitesofthecityweresplashedwiththemoppetona
horse. The baseline simply said, Thoroughbread, Utterly Butterly Delicious Amul. The
responsewasphenomenal,theyknewthatthecampaignwasgoingtobesuccessful.
Creating social humour
For thefirstoneyeartheadsmadestatementsof
some kind or the other but they had not yet
acquired the topical tone. In 1967, Sylvester
decidedthatgivingtheadsasolidconceptwouldgivethemextramileage,more dum,soto
say.ItwasadecisionthatwouldstandthedaCunhasingoodsteadintheyearstocome.
In1969,when thecityfirstsawthebeginningof theHareRamaHareKrishnamovement,
SylvesterdaCunha,MohammadKhanand UshaBandarkar,thenthecreativeteamworking
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ontheAmulaccountcameupwithaclincher--'HurryAmul,HurryHurry'.Bombayreacted
totheadwithafervourthatwasalmostasdevoutastheIskonfever.
Thatwasthefirstofthemanytopicalads
that were in the offing. From then on
Amul began playing the role of a social
observer. Over the years the campaign
acquiredthatallimportantAmultouch.
India looked forward to Amul's evocative humour. If the Naxalite movement was the
happening thing in Calcutta, Amul would be up there on the hoardings saying, "Bread
without Amul Butter, cholbe na cholbe na (won't do, won't do). If there was an Indian
AirlinesstrikeAmulwouldbethereagainsaying,IndianAirlinesWon'tFlyWithoutAmul.
Therearestoriesabout thebutterthatpeople like torelateover cupsof tea.Forover10
years,fewpeoplestartedcollectingAmulads.Whatdoestheydowiththeseads?Theyhave
madeanalbumofthemtoamusetheirgrandchildren.Theyarealmostpartofourculture,
aren'tthey?Eventheirgrandchildrenarealreadybeginningtorealise thattheseadsarenot
justasourceofamusement.Theymakethemawareofwhatishappeningaroundthem.
Thecompanyranacoupleofadsthatcreatedquiteafurore.TakeanexampleofanIndian
Airlinesonethatreallyangeredtheauthorities.Theysaid if theydidn'ttakedowntheads
they would stop supplying Amul butter on the
plane. So ultimately they discontinued the ad.
Then therewas the timewhen theAmulgirlwas
shown wearing the Gandhi cap. The high
command came down heavy on that one. The
Gandhi cap was a symbol of independence, they couldn't have anyone not taking that
seriously.Sodespitetheirreluctancethehoardingswerewipedclean.Thentherewasanad
during the Ganpati festival which said, Ganpati Bappa More Ghya (Ganpati Bappa take
more).
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FromtheSixtiestotheNineties,theAmuladshavecomealongway.Whilemostpeople
agreethattheAmuladswereattheirpeakintheEightiestheystillmaintainthattheAmul
adscontinuetoteasealaughteroutofthem.
Where does Amul's magic actually lie?
Manybelievethatthecharm lies inthecatchylines.Thatwe laughbecausethehumour is
whatanybodywouldenjoy.Theydon'tpandertoyournationalityorcertainsentiments.Itis
pureandsimple,everydayfun.
What is the bottomline?
Amul, a brand owned by the GujaratCooperative Milk Marketing Federation
(GCMMF), is the top Indian brands,
according to Asias Top 1,000 Brands, a
survey by media, advertising and marketing magazine Media, brand consultancy Asian
IntegratedMediaLtdandmarketresearchcompanySynovate.
Amuls strategy ofusing umbrellabranding is the strength comes from consistency, trust
andrelevanceoftheirproducts.
Amulsadvertisingandmarketingspendhasneverexceeded1%ofitsrevenues.Mostother
foodcompaniesspend6-7%ofrevenuesonadvertisingandmarketing
They(GCMMF)arenotbigspenderscomparedtoBritanniaorNestle..Despitealimited
budget,Amuls creativesin the formofbillboardsor theTasteof India campaignhave
always managed to evoke a larger-than-life brand feel, consistency and spirit of Indian
cultureinacontemporaryway.
GCMMF,asper2006-07hasearned Rs4,200 crore inrevenues, launchedmorethantwo-
dozenproductsinthepasttwoyears.
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Conclusion
After rigorous reading, discussion and extensive researchstill the topic was very
debatable as to Advertisement Expenditure: An Expenditure in waste or Investment in
Brand Building??? The research conducted had lot more valid points in favour of
advertisementasinvestment.Theexpenditureinadvertisementmaylooklikeawasteinthe
earlystages,butinthelongrunitisconsideredtobeaninvestmentprovidedyourbrandis
worthy.
For building a brand, traditional 4 Ps by Philip Kotler are the essential ingredients.
AdvertisementthoughmaysoundaverysmallpartofPromotion,butitcannotbeneglected
byanymeans.AsithasmadewonderstomanyBrandsacrosstheglobe.
Formostofthecompanieswhoseexamplesarequoted intheresearch ithasbeenproved
that all the investment made in advertisement isjustified. Even companies like Amway,
whichhasNetworkMarketingasabusinessmodelhasnowfelttheneedofadvertisingfo r
reachingouttoprospectivecustomers.
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