TVC Story Boards-TVC Story Boards-AnalysisAnalysis

Dr. Urvashi MakkarDr. Urvashi Makkar

Professor, Area Chairperson- Marketing,Professor, Area Chairperson- Marketing,

IMS, GhaziabadIMS, Ghaziabad

Analyze the following advertisements Analyze the following advertisements with special reference to with special reference to Consumer-Profile in terms of Consumer-Profile in terms of

Demographics, Demographics, Behavioral and Behavioral and PsychographicsPsychographics Socio-economic Classification Socio-economic Classification

Discuss Discuss Brand-Positioning Strategy highlighted Brand-Positioning Strategy highlighted

in this advertisement.in this advertisement. Marketing Strategy with special Marketing Strategy with special

reference to Advertising Strategyreference to Advertising Strategy

`TVC storyboard: Clinic All `TVC storyboard: Clinic All ClearClear

A board meeting is in progress and two executives get up to make a presentation.

However, the boss asks one of them to remain seated and tells the other to go ahead.

Starting with his Starting with his presentation, the guy presentation, the guy places his report places his report sheet on a slide sheet on a slide projector, with a projector, with a graph showing a dip graph showing a dip in the sales.in the sales.

Presented with such a shocking report, the executives exclaim in unison, with worry written over their faces.

Meanwhile, the Meanwhile, the competitor relishing competitor relishing his rival's first step his rival's first step towards failure, is towards failure, is the only one to feel the only one to feel happy about the happy about the company's company's performance. performance.

But to the But to the company's relief company's relief and the and the presenter's presenter's embarrassment, embarrassment, the curve turns the curve turns out to be his hair. out to be his hair. MVO: "Tie tie MVO: "Tie tie phiss. Dandruff ke phiss. Dandruff ke saath kya... saath kya...

...bal bhi girte ...bal bhi girte hain? Clinic hain? Clinic All Clear with All Clear with Vita e, kare Vita e, kare dandruff ki tie tie dandruff ki tie tie phis, de phis, de balon ko balon ko mazbuti." mazbuti."

With clean healthy With clean healthy hair, the confident hair, the confident soldier enters the soldier enters the field to present the field to present the report and once report and once again to his rival's again to his rival's delight the graph delight the graph shows a dip. shows a dip.

But he turns the But he turns the page around to page around to show the actual show the actual graph with graph with increased profits, increased profits, while now the while now the villain's face takes villain's face takes a dip. a dip.

MVO: "Clinic All MVO: "Clinic All Clear. Clear. Dandruff ke tie tie Dandruff ke tie tie phiss." phiss."

Advertisement AnalysisAdvertisement AnalysisConsumer Behavior PerspectiveConsumer Behavior Perspective

Demographic ProfileDemographic ProfilePsychographic ProfilePsychographic ProfileLife Style ProfileLife Style Profile– AIOsAIOs

ActivitiesActivitiesInterestsInterestsOpinionsOpinions

Economic ProfileEconomic ProfileSEC ASEC ASEC BSEC BSEC CSEC C

Marketing Strategy PerspectiveMarketing Strategy Perspective4 P’s4 P’s– Pricing StrategyPricing Strategy– Product StrategyProduct Strategy– Place Strategy Place Strategy – Promotion StrategyPromotion StrategySTP StrategySTP StrategyAdvertising StrategyAdvertising StrategyAdv AppealAdv AppealAdv Message StrategyAdv Message StrategyAdv ThemeAdv Theme

DemographicsDemographics

Income –15000 – 30000 pmIncome –15000 – 30000 pmGender – MaleGender – MaleEducation – Graduates/Post graduate-Education – Graduates/Post graduate-ProfessionalProfessionalOccupation – Junior/middle level executive Occupation – Junior/middle level executive (the nature of presentation which has a sales (the nature of presentation which has a sales graph is generally given by a person from graph is generally given by a person from middle management)middle management)Consumer concentration – Urban/Semi Urban Consumer concentration – Urban/Semi Urban (the background and clothes of the people in (the background and clothes of the people in the ad suggests that the Ad has been made the ad suggests that the Ad has been made keeping in view the successful urban young keeping in view the successful urban young executives)executives)

BehavioralBehavioral

OccasionsOccasions – Regular Occasion – Regular Occasion

BenefitsBenefits – removal of dandruff – removal of dandruff

Usage Rate Usage Rate – from a non user to a – from a non user to a heavy user (the other ads which heavy user (the other ads which stress on usage rate will combine to stress on usage rate will combine to give the desired effect)give the desired effect)

Readiness StageReadiness Stage – aware – aware

Brand Positioning (Ad Brand Positioning (Ad Specific)Specific)

The product would fall in ’FOR WHOM‘: The product would fall in ’FOR WHOM‘: The product is for young executives The product is for young executives

who would not want fail or compromise who would not want fail or compromise on their performance due to falling on their performance due to falling

hair/dandruff. For them Clinic All Clear hair/dandruff. For them Clinic All Clear is shown as the best solution. It can put is shown as the best solution. It can put them on the path to success by way of them on the path to success by way of

removing this threat.removing this threat.

Psychographic (Contd.)Psychographic (Contd.)

Val 2 Model – The Val 2 Model – The category of category of consumer depicted consumer depicted is self-oriented with is self-oriented with good resources i.e. good resources i.e. achievers.achievers.Values – The value Values – The value depicted is the depicted is the instrumental value instrumental value of capable and self of capable and self oriented.oriented.

Beliefs – There is a Beliefs – There is a common belief that common belief that the opportunity the opportunity knocks the door only knocks the door only once and there are once and there are many people who are many people who are waiting for you to fail waiting for you to fail and they can grab that and they can grab that opportunity. This has opportunity. This has been tapped by the been tapped by the ad, one want to be ad, one want to be perfect and even perfect and even falling hair due to falling hair due to dandruff is a step dandruff is a step towards failure. This towards failure. This belief has been linked belief has been linked to Clinic All Clear by to Clinic All Clear by way of this ad.way of this ad.

PsychographicPsychographic

Attitudes – The Attitudes – The ad is trying to ad is trying to build on the build on the Conative Conative component of component of the attitude i.e. the attitude i.e. action. The action. The individual will individual will take this specific take this specific action with action with regard to regard to attitude object.attitude object.

Personality – The Personality – The personality which personality which is show of the is show of the consumer is consumer is dynamic and dynamic and ambitious. A ambitious. A person who would person who would want the graph to want the graph to be always positive be always positive and rising. The ad and rising. The ad does not talk about does not talk about the Freud’s theory the Freud’s theory of Id, ego and of Id, ego and superego. We can superego. We can say that the say that the personality is Type personality is Type A.A.

PsychographicPsychographic

Lifestyle Lifestyle – The – The lifestyle of the lifestyle of the target consumer target consumer would be action would be action oriented i.e. they oriented i.e. they believe in doing believe in doing things and things and producing results. producing results.

Learning –Learning – The ad The ad shows a negative shows a negative reinforcement. It reinforcement. It aims to trigger the aims to trigger the fear factor, the fear fear factor, the fear of failure because of failure because of dandruff.of dandruff.

The ad was aired on Star TV, Zee, Sony The ad was aired on Star TV, Zee, Sony and channels like them in the later part of and channels like them in the later part of the prime time slot. The prime focus of the prime time slot. The prime focus of this ad is to attract the attention of the this ad is to attract the attention of the young executives who have trouble with young executives who have trouble with dandruff problems. The shampoo is shown dandruff problems. The shampoo is shown as a rescuer for these consumers.as a rescuer for these consumers.

TVC storyboard: McDowell's TVC storyboard: McDowell's SignatureSignature

A group of A group of youngsters are youngsters are engaged in a lively engaged in a lively discussion as the discussion as the MVO states, MVO states, "Managing "Managing directors should be directors should be in their 50s... in their 50s...

...Says who?" They ...Says who?" They relax by a pool side relax by a pool side as the MVO adds, as the MVO adds, "Meetings must be in "Meetings must be in board rooms. Really?"board rooms. Really?"

Cut to an award Cut to an award ceremony for the ceremony for the businessman of the businessman of the year. The young year. The young achiever boards achiever boards the stage... the stage...

...and accepts his ...and accepts his award. MVO: award. MVO: "Awards are for "Awards are for graying gentlemen. graying gentlemen. Change the rules." Change the rules."

His friends rejoice His friends rejoice with him in his with him in his moment of glory as moment of glory as the MVO adds... the MVO adds...

..."Move up to ..."Move up to McDowell's McDowell's Signature. The new Signature. The new sign of success." sign of success."

Demographics (contd.)Demographics (contd.)

Income – 25000-Income – 25000-40000 pm40000 pm

Gender – Though Gender – Though the Ad shows a the Ad shows a lady also but the lady also but the major emphasis major emphasis is given to men, is given to men, probably due to probably due to the category of the category of the product.the product.

Education –Education –Graduates++, a guys Graduates++, a guys is shown as taking is shown as taking the businessman of the businessman of the year award and the year award and in the first frame the in the first frame the voice over talks voice over talks about being an MD, about being an MD, so it suggest that so it suggest that the education level the education level of the targeted of the targeted consumer is quite consumer is quite highhigh

DemographicsDemographics

GenerationGeneration – Gen X – Gen XOccupationOccupation – Middle level – Middle level Executive.Executive.Consumer concentrationConsumer concentration – Urban, – Urban, this follows from the places which this follows from the places which the ad depicted like pool side, the ad depicted like pool side, extravagant award ceremony which extravagant award ceremony which is characteristic of urban corporate is characteristic of urban corporate culture. culture.

BehavioralBehavioral

OccasionsOccasions – special occasions (new – special occasions (new sign of success, to celebrate success)sign of success, to celebrate success)

BenefitsBenefits – high quality, status – high quality, status

Usage Rate Usage Rate – medium– medium

Readiness StageReadiness Stage – interested – interested

Brand Positioning (Ad Specific)Brand Positioning (Ad Specific)

The product would fall in ’WHEN‘: The product would fall in ’WHEN‘: this product is shown to be used at this product is shown to be used at time of any success and the time of any success and the celebrations, which are attached to celebrations, which are attached to it. The idea is to make the brand it. The idea is to make the brand synonym of success. This is also synonym of success. This is also visible from their punch line which visible from their punch line which calls it a new sign of success calls it a new sign of success

Psychographic ( contd.)Psychographic ( contd.)

Values – This ad Values – This ad depicts both the depicts both the instrumental and instrumental and terminal values. terminal values. From being From being capable, capable, independent, independent, intellectual to intellectual to having a sense of having a sense of accomplishment, accomplishment, social recognition social recognition and happiness and happiness

Beliefs – This ad is in Beliefs – This ad is in accordance with the accordance with the changing times. changing times. There was a belief There was a belief that experience is the that experience is the only key to success only key to success and one has to follow and one has to follow certain rule to be certain rule to be successful. This belief successful. This belief is changing which is is changing which is shown in the ad that shown in the ad that a young executive is a young executive is given the given the businessman of the businessman of the year award.year award.

Psychographic (contd.)Psychographic (contd.)Attitudes – The ad is Attitudes – The ad is trying to show a trying to show a positive and positive and enthusiastic attitude enthusiastic attitude and is appealing to and is appealing to the Affective the Affective Component of the Component of the attitude.attitude.Personality – The Personality – The personality of the personality of the consumer shown in consumer shown in the ad is of type A. the ad is of type A. there is an there is an aspiration to aspiration to perform and be the perform and be the number one. number one.

Lifestyle – The Lifestyle – The lifestyle is outdoor-lifestyle is outdoor-oriented and oriented and breaking all preset breaking all preset rules and norms.rules and norms. Perception – Perception – ‘success comes ‘success comes with Mc Dowell’.with Mc Dowell’. Learning – Positive Learning – Positive reinforcement.reinforcement.

PsychographicPsychographic

The ad is targeted at young The ad is targeted at young executive who have tasted success executive who have tasted success at an early stage of their career. at an early stage of their career. These consumers have high These consumers have high aspirations and dream to be a part of aspirations and dream to be a part of the top management. They do not the top management. They do not believe in following set rules like believe in following set rules like meeting to be done in boardrooms meeting to be done in boardrooms only. They believe in work and are only. They believe in work and are rewarded for that.rewarded for that.

TVC storyboard: Excalibur / Merlin

A tense A tense executive turns executive turns up for a crucial up for a crucial meeting. meeting.

As his colleague As his colleague notices his 'lucky notices his 'lucky shirt', the phone shirt', the phone rings rings

He crosses his He crosses his fingers while fingers while picking up the picking up the receiver. MVO: receiver. MVO: "Sometimes all you "Sometimes all you need is a little bit need is a little bit of luck. of luck.

Excalibur presents Excalibur presents you the Magical you the Magical Merlin Collection." Merlin Collection." He listens to the He listens to the message with a message with a somber face and somber face and hangs up hangs up eventually. eventually.

The suspense over, The suspense over, he breaks into a he breaks into a relaxed grin relaxed grin indicating thereby indicating thereby that the deal is that the deal is through. MVO: through. MVO: "Wear an "Wear an

Excalibur. And you Excalibur. And you never know." never know."

At last, with a sigh At last, with a sigh of relief he of relief he releases his releases his fingers. He looks at fingers. He looks at his shirt warmly his shirt warmly which seems to which seems to have proved lucky have proved lucky once again for him. once again for him.

DemographicsDemographicsIncomeIncome – 12000-25000 pm (this is – 12000-25000 pm (this is derived from the prices of the shirt derived from the prices of the shirt and the set up of the ad)and the set up of the ad)GenderGender – Male – MaleEducation Education – Graduates+– Graduates+OccupationOccupation – Trainees/Junior – Trainees/Junior ExecutiveExecutiveConsumer concentrationConsumer concentration – – Urban/semi-urbanUrban/semi-urban

BehavioralBehavioral

OccasionsOccasions – regular occasions – regular occasions

BenefitsBenefits – quality, style – quality, style

Usage Rate Usage Rate – heavy user– heavy user

Readiness StageReadiness Stage – aware – aware

Brand Positioning (Ad Specific)Brand Positioning (Ad Specific)

The product would fall in ’WHEN‘: The product would fall in ’WHEN‘: The ad depicts that the shirt can be The ad depicts that the shirt can be worn anytime you need a little bit of worn anytime you need a little bit of luck. It is positioned as the luck. It is positioned as the consumer’s lucky shirt. consumer’s lucky shirt.

Psychographic ( contd.)Psychographic ( contd.)

Val 2 Model – The consumer Val 2 Model – The consumer would be categorized under would be categorized under

believers falling under principle believers falling under principle oriented. oriented.

Values – this ad clearly depicts Values – this ad clearly depicts instrumental values.instrumental values.

Beliefs – This ad is made for a Beliefs – This ad is made for a typical Indian consumer whose typical Indian consumer whose belief is that certain products belief is that certain products

are lucky for them and they can are lucky for them and they can make them sail through a make them sail through a

difficult situation. difficult situation.

Psychographic (contd.)Psychographic (contd.)

AttitudesAttitudes – The ad is trying to appeal to – The ad is trying to appeal to the Cognitive Component of the attitude.the Cognitive Component of the attitude.PersonalityPersonality – The personality of the – The personality of the depicted consumer shows that he is firm depicted consumer shows that he is firm believer of luck i.e. more than having believer of luck i.e. more than having confidence in what he is doing there is confidence in what he is doing there is more faith on luck aspect.more faith on luck aspect.Perception – Perception – ‘Excalibur is a shirt which ‘Excalibur is a shirt which brings good luck’brings good luck’Learning – Learning – There is a positive There is a positive reinforcement that this shirt will prove to reinforcement that this shirt will prove to be lucky for you be lucky for you

PsychographicPsychographic

The ad focuses on the target The ad focuses on the target segment of the young executives segment of the young executives who believe in the power of luck.who believe in the power of luck.

Discuss the cultural factors that have Discuss the cultural factors that have direct impact on Indian Food Market. direct impact on Indian Food Market.

HDFC Standard HDFC Standard LifeLife

A boy insists his A boy insists his grandfather to grandfather to buy him a bicycle buy him a bicycle as a birthday as a birthday present. The present. The boy's father... boy's father...

...takes notice of ...takes notice of this and thethis and thenext day goes to next day goes to the grandfatherthe grandfatherand... and...

...says, “Babuji, ...says, “Babuji, Binku Binku ne kal jone kal jo cycle cycle dekhi thi dekhi thi na, toh maine na, toh maine sochasocha…” and …” and gives him a... gives him a...

...cheque so that ...cheque so that he can buy his he can buy his grandchild’s grandchild’s desired bicycle desired bicycle and adds, and adds, ““warna usey warna usey bura lagegabura lagega.”.”

At this the At this the grandfather calls grandfather calls Binku who comes Binku who comes riding his riding his favourite bicycle. favourite bicycle. As the father As the father sees...sees...

...this, he ...this, he expresses his expresses his astonishment to astonishment to the grandfather. the grandfather. The grandfather The grandfather in turn returns in turn returns him the...him the...

...the cheque and ...the cheque and comments, “comments, “rakh lo, rakh lo, warna mujhe bura warna mujhe bura lagegalagega.” VO: .” VO: “Pension plans “Pension plans from......HDFC from......HDFC Standard Life. Standard Life. Retirement Retirement ke liye ke liye aaj hiaaj hi plan plan kare. kare. Taaki yeh haath jab Taaki yeh haath jab bhi badey, dene ke bhi badey, dene ke liye badeyliye badey.”.”

...HDFC Standard ...HDFC Standard Life. Retirement Life. Retirement ke liye aaj hike liye aaj hi plan plan kare. Taaki kare. Taaki yeh haath jab bhi yeh haath jab bhi badey, dene ke badey, dene ke liye badeyliye badey.” .”

HorlicksHorlicks

A group of A group of children ride into children ride into a crowded a crowded market shouting, market shouting, ""EpangEpang, , opangopang, , jhapangjhapang."."

They explain the They explain the meaning to a meaning to a puzzled lady, puzzled lady, ""EpangEpang, iron, , iron, dasdas kilo kilo palak mein palak mein jitnajitna."."

Juggling lemons, Juggling lemons, they go on, they go on, ""OpangOpang, vitamin , vitamin C, C, bees nimbu bees nimbu mein hai utnamein hai utna."."

Pushing a cart Pushing a cart they define they define ""JhapangJhapang" as " as vitamin D found vitamin D found in 7 dozen in 7 dozen bananas. bananas.

VO: "VO: "Har pal Har pal chanchalchanchal, , Horlicks, Horlicks, matlab matlab itana kuch ekitana kuch ek bottle bottle meinmein."."

Jingle: "Jingle: "Epang Epang opangopang, , epang epang opangopang, , jhapangjhapang

Surf ExcelSurf Excel

Two school kids Two school kids fight over a piece fight over a piece of cloth with 10 of cloth with 10 on 10 written on on 10 written on it.it.

On seeing a poor On seeing a poor boy watching all boy watching all this one of the this one of the kids goes upto kids goes upto him and...him and...

...asks, “school ...asks, “school mein jayega; mein jayega; padayi karegapadayi karega?” ?” As the poor boy As the poor boy gets excited at gets excited at the prospect...the prospect...

...of going to ...of going to school our kid school our kid hands him the hands him the piece of cloth piece of cloth saying, “saying, “yeh leyeh le scholarship.”scholarship.”

VO: “Surf Excel VO: “Surf Excel 10 on 10 contest. 10 on 10 contest. Surf Excel Surf Excel auraur Surf Excel Blue Surf Excel Blue mein daag laga mein daag laga hua kapda hua kapda milega. Isey milega. Isey dhoiye aurdhoiye aur 10 on 10 on 10... 10...

......mila toh mila toh jeetiye paanch jeetiye paanch lakh kilakh ki scholarship scholarship aur aur bahut saare bahut saare inaaminaam.” The ad .” The ad ends on the ends on the three boys going three boys going to school. to school.

Advertisement Advertisement AnalysisAnalysis

Advertisement Advertisement Analysis(CONTD.)Analysis(CONTD.)

Consumer Behavior PerspectiveConsumer Behavior PerspectiveDemographic ProfileDemographic Profile

Psychographic ProfilePsychographic ProfileLife Style ProfileLife Style Profile

AIOsAIOsActivitiesActivitiesInterestsInterestsOpinionsOpinions

Economic ProfileEconomic ProfileSEC ASEC ASEC BSEC BSEC CSEC C

Advertisement AnalysisAdvertisement Analysis

Marketing Strategy PerspectiveMarketing Strategy Perspective4 P’s4 P’s

Pricing StrategyPricing StrategyProduct StrategyProduct StrategyPlace Strategy Place Strategy

Promotion StrategyPromotion StrategySTP StrategySTP Strategy

Advertising StrategyAdvertising StrategyAdv AppealAdv Appeal

Adv Message StrategyAdv Message StrategyAdv ThemeAdv Theme

Coca-ColaCoca-Cola

Two village Two village belles ask for a belles ask for a thandathandaat a road-side at a road-side dhaba even as adhaba even as atraveller is traveller is shown washingshown washinghis hands at a his hands at a tubewell...tubewell...

...pump. On ...pump. On hearing the hearing the dhaba owner dhaba owner charging six charging six rupees for the rupees for the chotachota Coke, he Coke, he promptly comes promptly comes totothe rescue of the the rescue of the girls. girls.

He confronts the He confronts the shopkeeper, whoshopkeeper, whoin turn, gets very in turn, gets very miffed. To drivemiffed. To drivehome the point home the point of Coke beingof Coke beingfor Rs 5 only the for Rs 5 only the babu... babu...

...lets loose a ...lets loose a flurry of flurry of questions,questions,(fingers (fingers kitne kitne hainhain, , pandav pandav kitnekitnethethe etc. ). etc. ). Caught in thisCaught in thisbarrage of five...barrage of five...

...related ...related questions he questions he blurtsblurtsout five even out five even when asked forwhen asked forthe number of the number of fathers he has. fathers he has.

Correcting Correcting himself, he liftshimself, he liftsone finger. The one finger. The babu nodsbabu nodsand asks him to and asks him to return 1 rupee. return 1 rupee.

Then as he get Then as he get ready to resume ready to resume hishisjourney, the journey, the good samaritan good samaritan putsputson his on his sunglasses, sunglasses, gives agives aknowing nod to knowing nod to the girls... the girls...

...and sings out, ...and sings out, ""Arre thande ka Arre thande ka tadkatadkalagai diya relagai diya re, , harmonia harmonia bajaikebajaike". In". Inthe backdrop of the backdrop of the song, MVO:the song, MVO:""Paanch matlab Paanch matlab chhotachhota Coke." Coke."

British AirwaysBritish Airways

The film opens The film opens on a little boy on a little boy looking excitedly looking excitedly at a planeat a planetaking off.taking off.

Cut to a foreign Cut to a foreign location where a location where a woman explains woman explains a chef and a girl a chef and a girl the way to do the way to do namaskarnamaskar, the... , the...

...Indian style of ...Indian style of greeting. With greeting. With smile and folded smile and folded hands a Chinese hands a Chinese family greets family greets us... us...

...in the Indian ...in the Indian way. As a way. As a gesture of gesture of respect an respect an American American footballer folds footballer folds his hands...his hands...

...and does a ...and does a namaskarnamaskar. Cut to . Cut to a man standing a man standing in front of the in front of the Millennium Millennium Tower doing Tower doing the...the...

...gesture in a ...gesture in a polite manner. polite manner. The camera now The camera now focuses on an focuses on an artist in front of artist in front of the Eiffel Tower the Eiffel Tower who... who...

...expresses ...expresses friendliness in friendliness in the Indian the Indian expression. In a expression. In a graceful manner graceful manner an air hostess an air hostess does...does...

...a ...a namaskarnamaskar to to our little boy our little boy who responds who responds with a similar with a similar gesture. VO: gesture. VO: “For India, the “For India, the world is world is waiting.”waiting.”

GREEN LABELGREEN LABEL

A driver gets out A driver gets out of a car and in a of a car and in a hurry hands over hurry hands over his stuff to a his stuff to a guard. guard.

Rushing to his Rushing to his computer computer classes, he classes, he works hard and works hard and is appreciatedis appreciated. .

One day a One day a passenger's passenger's laptop has laptop has trouble and his trouble and his guy tries to fix it. guy tries to fix it.

Seeing the Seeing the software guy fail software guy fail our hero offers our hero offers to help. to help.

Problem solved, Problem solved, the impressed the impressed boss asks the boss asks the genius driver to genius driver to meet him.meet him.

The hard-worker The hard-worker is rewarded with is rewarded with a job at the ex-a job at the ex-passenger's passenger's company. company.

""Aaj ki sham Aaj ki sham kiske naamkiske naam?" ?" asks boss. "asks boss. "ApnaApna label label toto Green Green label." he says. label." he says.

It's celebration It's celebration time with time with friends. MVO: friends. MVO: "Gilbey's Green "Gilbey's Green Label Pure Label Pure Aqua." Aqua."