Branding In Advertisement.

A Comparative study

Course: Strategic Marketing Management

Faculty: Dr. Pramod Palliwal

Prepared by:

Abhik Tushar Das (Roll No: 20104001)

Ajay Cecil (Roll No: 20104002)

Anand Singh (Roll No: 20104003)

Executive MBA (Oil n Gas) -2010

Valvoline Cummins Ltd

Advertisement published in the November 2010 issue of Powerline (India‟s 1st power magazine).

Analysis of advertisement:

o Message/ theme: The advertisement portrays Valvoline Premium Blue (15W-40)

diesel engine oil.

1. Starts off with the reliability quotient of the product in terms of 1.7 billion

hours of global off-highway testing.

2. Connects between the dependency of a genset as a power back up and

the lube oil used inside its diesel engine.

3. Stamps its authority as a global player.

4. With the aid of a pie-chart, it compares different grades of oil like Premium

Blue (Cl-4), Premium Blue (CH-4), CF-4, CF and CG-4 with parameters

which relate to engine wear and tear.

5. Lists diesel engine specifications (Global DHD-1, MAN3275/ 271, Caterpillar

ECF-1 etc) which are met using the engine oil. These specifications are the

performance benchmarks for engines which are accepted globally. These

specifications also standardise the use of the oils in any engines across

the globe. Hence the acceptability of the product enhances to a wide range

of customers.

o Target market addressed: The target market for this advertisement is the Genset

users. India being a power deficient state with a deficit estimated to be at 11.9%,

the demand offsetting the supply. The erratic supplies of power have lead to

increased usage of Gensets for dependable and uninterrupted power supply.

Residential users, small businesses, SME‟s and service industries like banks

depend upon continuous supply of electricity to prevent hiccups in routine

operations. The dependence on the generators assumes significance as the

serviceability of the equipment is dependent upon the Annual Maintenance

Contracts (AMC) which involves cost. Also as installation of generators is capital

intensive, the focus on service is even more significant. The lubricating oil used in

the diesel engine plays a major role in minimising engine damage. In the above

mentioned advertisement Valvoline-Cummins projects itself as a recommended

brand by the leading manufacturers of Generators.

o B2B / B2C advertisement: As visualised in the advertisement, the advertisement

caters to the requirements of offices and factories where large Generators (250/

500/ 1000 KVA and higher) are used. Hence clearly the advertisement caters to

the B2B segment. The advertisement also provides the corporate office address in

the footer for the B2B enquiries as against retail shop locations as done in B2C

markets.

o Visual impact: The advertisement projects the work place as brightly illuminated to

promote the concept of lighting and the need for power. This portrayal is to impact

the mind of the customer by positioning its product based on a basic human need

for illumination. Through the advertisement the advertiser is sending a clear

message that its product range is capable of servicing large generators needed in

a warehouse as well as small generators required in laboratories and offices.

Evolution of Valvoline-Cummins advertisement over a period of time:

1.

Basic engine protection and endurance

Association with luxury/ fancy cars

Target market: car owners

2.

Engine protection

Engine power

Bright packaging

Additive “Chemaloy”

World‟s first and finest concepts

Target market: audiences in a motor show

3.

Long engine life

Customer family tree to signify growth in customer base

Portraying Valvoline oils as a part of the car basics

1000 CLIMA plus emphasizes on the endurance of the engine oil

at 1000 degree Celsius engine temperatures

Target market: trusted/ loyal customers (family of customers),

drivers who drive the long mile

4.

Relates the product with car racing

Compares the engine sound with sweetness to emphasize on

the protection ability of the product

Associates driving with the thrill associated with it

Leverages the brand identity for 140 years at 140 countries

Displays partner logo: Cummins India Ltd

Target market: car race enthusiasts

5.

Introduction of Brand ambassadors in Ricky Pointing

Emphasizes on performance

New catch line: EVERYTHING ELSE IS JUST OIL

Concept of an autographed advertisement displaying an

autographed oil can

Displays partner logo: Cummins India Ltd

Target market: 2-wheeler riders

Identification of Brand elements:

Logo: In India, Valvoline logo (V) has undergone change after a JV

between Ashland Inc., USA and Cummins Sales & Services (India) Ltd, a

wholly owned subsidiary of Cummins India Ltd. Now it is one of the India‟s

fastest growing lubricant marketers and producer of quality branded

automotive/industrial products. This has resulted into addition of the

Cummins logo (C) with the Valvoline logo in the recent print

advertisements.

Colour: Over the years, Valvoline logo bears the same colour mix (red and

blue).

Every print advertisement showcases a can of Valvoline Engine Oil.

The print advertisements always showcase the target equipment for the oil

(car, bike and generators).

The evolution of the Valvoline logo over the years;

Using web as a tool:

Social websites: www.facebook.com/valvoline and

www.twitter.com/valvoline

Social media campaigns like change your oil through networking websites

have been initiated to educate the youth about the need for oil changes,

forming user groups, expert advices through threads and expert chats.

Display of the entire product range on corporate website

www.valvoline.com

To promote oil changes; Valvoline Cummins has started a community

website www.vioc.com (Valvoline Instant Oil Change) in the USA. This

focuses on the concept of one-stop complete car solutions for car owners

with warranty miles.

Conclusion:

Valvoline engine oil‟s advertisements have evolved over from being focussed on

car engine oil to a much wider application based focus catering the B2B market

with product specific offerings.

The advertisement epitomises a sense of trust in the customer owing to its global

image and long history.

The advertisements have always maintained their basic structure; advertisements

have lately incorporated detailed technical information as compared to early days

when it portrayed only endurance and trust.

The introduction of brand ambassador in Ricky Pointing has given the

advertisement a face to be associated with, a branding element.

Different product offerings in B2B and B2C markets require different positioning of

brand elements in advertisements as is evident from the study.

The company‟s approach towards providing service to its customers has also

undergone a holistic shift with it offering total car care solutions to its customers.

It is thus concluded that the advertisements need to update with the latest

technology, the shift of focus from a print based format to the online editions

epitomises the power of the web as a medium.

AJAY CECIL (20104002) – ANALYSIS OF PRINT ADVERTISEMENT

Chesapeake Pronounced (chees-uh-peek) Founded: 1989 Headquarters: Oklahoma City, USA Domain: Petroleum - Natural Gas Chesapeake President and CEO: Aubrey K.McClendon Ad Publication: Platts Insight – McGraw-Hill (dec 2010) PART I (ANALYSIS) a) Message

Headline is compelling and sends a strong message wherein

Chesapeake is publicized as shouldering the responsibility and meeting

the challenges of providing energy to the entire “World”. May be

interpreted as the company‟s ambition in transforming itself into a

global player.

Bold proclamation of “SUSTAINABLE” shows that the company is a

believer of meeting the future energy requirement via sustainable

sources. May be interpreted as giving a social twist to the

environmental risk in shale gas extraction.

Further the advertisement emphasizes that the world is moving towards

a common goal “Energy Sustainability in the 21st century”. By stating

the task is enormous, a million dollar question rises at this point in the

advertisement. How will the world meet its future energy requirements?

The key answer to the fundamental question is “Natural Gas” from

Chesapeake, the 2nd largest producer in USA of clean natural gas. The

underlying intent is to educate the reader about the natural gas as less

polluting and abundant.

The advertisement visualizes Chesapeake‟s quest for clean energy

represented in three elements; the clear blue sky, the derrick & flag

with the Chesapeake logo. In the context of the advertisement the clear

blue sky is synonymous with clean energy and the derrick symbolizes

the ongoing quest for energy.

b) Target market addressed

Target market is extremely broad and covers Future Investors, Existing

shareholders, public in general, peer community, policy makers,

partners, customers, etc

Target market is both localized and globalized in the context of

geographical boundaries.

Chesapeake has recently sold its assets to two major companies BHP

Billiton (Feb 2011) and China‟s CNOOC (Jan 2011). The value of both

deals combined was more than 6 USD billion.

c) Whether corporate or product based advertising

As stated, it is corporate based advertising. The primary focus of the

advertisement is on the company itself as an image building exercise,

with attention being drawn to the product i.e. natural gas

Advertising outline has been developed with the intent of enhancing the

reputation of Chesapeake in the eyes of its peer community especially

if the company is on the verge of going global.

The advertisement builds a positive image in the eyes of the public by

informing and educating the public about their mission, values and

what they think of the energy issues facing the world.

d) Other noteworthy aspects

Corporate Social networking

Connecting with customers through social networking sites like Facebook, youtube and Twitter helps you keep in touch with customers on a personal level. Customers are instantly updated on the various facets of Chesapeake.

Stock ticker symbol

NYSE: CHK shows that Chesapeake is a publicly traded company, in case the target group is looking to invest.

PART II (ANALYSIS OF ARCHIVED PRINT AD)

The archived Dec 2009 advertisement in comparison to the latest ad shows changes to the following:

Headlines “a cleaner energy future is something we all champion”.

Here „we‟ means the American public who will benefit from a cleaner

energy future. On the contrary, in the latest advertisement, focus was

the whole world.

Theme is the same as earlier

The target market is narrow here, while it was broad in the latest

advertisement.

Fortune 100 best company to work for was awarded in this year.

PART III (BRAND ELEMENT ANALYSIS)

In order for your brand to be effective, it must be visible, and consumers should be able to

recognize it wherever they see it, they hear about it or think about it. It should stand out in a

crowd and always create the same look and feel.

Latest Slogan: “America’s Champion of Natural Gas” Chesapeake is fighting for a cause advocating the usage of natural gas as a clean burning

fuel and with that reducing America’s dependency on crude oil Old Slogan: “Natural gas Natural Advantages”

Both natural gas and Chesapeake have natural advantage over other fuels and other companies

Latest Logo: The color green signifies the clean and environment friendly gas. Addition of the font „ENERGY‟ ensures there is no confusion in the identity of the company and its association with the energy industry. Chesapeake also happens to be the name of a city, bay and another small brand.

Old Logo:

PART IV (BRAND BUILDING ON WEB)

the second-largest producer of natural gas, a Top 20 producer of oil and

natural gas liquids and the most active driller of new wells in the U.S.

Fueling America‟s future: Natural Gas

Fortune 100 best companies to work (4th yr in a row)

In every community where Chesapeake operates, it is committed to building

partnerships in education, community development, social services and health

ONGC Ltd.

Advertisement published in the October 2010 issue of Powerline.

Analysis of advertisement: Message/ theme: ONGC is trying to associate itself with young India (youths).ONGC is the company which fulfil the dream of young generation. Starts off with the reliability Success Story Starts with the success story of company, trying to tell the kind of volume it is

generating. One million barrel per day. Telling about its contribution towards nation.80% percent of India’s Oil & Gas Talking about there global presence around the globe. Almost 16 countries in the

world. Talking about the value of the company. It is most valuable public sector

company. Talking about its market position. Claming to be the No. 1 Exploration and

Production Company of the world. Corporate Social Responsibility Showing great social value Supporting needy girls in Himjoty School in Dehradun. Establishing a computer centre with Bhartiya Vidya Bhawan school. Scholarship for SC ST unprivileged student. Medical care for students near work centres. “Ladli Prayas” Volunteerism of ONGC employees against female foeticide. Again it

has a great social value. Environment Consciousness Launched a campaign in calibration with TERI to take care of future environmental

issues with Akshay Kumar as brand ambassador. Bamboo planting at gulf of Khambat and greening southern region of Delhi. Marching ahead for carbon neutrality.

Target market address: The target market is general public of India. They are trying to address the mass.

Basically the younger generation of India. They are trying to attract the invertors by showing there No. 1 position across the

world. They are trying to attract other companies by talking about there great corporate

social responsibility. They are trying to grab attention of policy makers by their green initiative.

Whether corporate or product based advertisement: It is a corporate advertisement. As stated in the visual “No. 1 Exploration and

Production Company in the world” they are focusing on their image building. They are trying to show their strong presence in the world.”40 Projects in 16

countries”.

They are trying to let the others know about their value.”Most valuable public sector enterprise”

They have also talked about their corporate social responsibility. They have talked about their environment consciousness and green initiatives.

Visual Impact They have shown national flag of India with company’s flag, trying to send a

message in public about patriotism of company. They are trying to associate ONGC growth with country’s growth.

Evaluation over a period of time

Message/ theme: ONGC is trying to showcase its strong presence around the world. It is talking about its rank and company’s strength. They are trying to portrait them self as security provider of India in energy domain.They Subsidiary OVL (ONGC Videsh Limited).It is also engaged in transportation and export of oil

and gas and construction activities. ONGC Nile Ganga BV is a wholly owned subsidiary of OVL and has equity in

producing oil field in Sudan. Mangalore Refinery & Petrochemicals Ltd (MRPL), a mini-ratna I subsidiary of

ONGC Overseas Joint Ventures OMEL (ONGC Mittal Energy Limited) is an emerging oil and natural gas company

involved in the exploration, development, production OMESL(ONGC Mittal Energy Services Ltd ), set up for trading and shipping of

hydrocarbons Domestic Joint Ventures

OTPC (ONGC Tripura Power Company) is a Public Sector Organisation that offers services in Govt/Defence/Embassies with Annual Total Turnover of 10-100 Crs.

PETRONET LNG LIMITED is a company formed by the government of India to import liquefied natural gas (LNG) and set up LNG Terminals in the country.

Pawan Hans Helicopters Limited is a Govt. of India Undertaking with Ministry of Civil aviation.

Recognitions FORTUNE 500 The Forbes Global Superbrand

Whether corporate or product based advertisement: ONGC has shown its Overseas joint

ventures and Domestic Joint ventures what sends a strong message to corporate. It is a corporate advertisement. As stated in the visual “No. 1 Exploration and

Production Company” they are focusing on their image building. They are trying to show their ranking given by Platts which has listed top 250

global energy companies. Value They are associating the company image (pride) with its employee as shown in

visual, (34000 ONGCians share recognitions with ultimate owner) .they are giving credit of their success to its employees.

They are also trying to associate themselves with energy security of India.

Brand Element Punch Line “Fuelling the dream of young India”(helping young generation of

India to meet the energy security) Punch Line “Making tomorrow brighter”(helping its employees to enrich their

future) Logo The main Vasudhara symbol (the name of the first well on Ankleshwar field,

given by Pandit Jawaharlal Nehru on May 14, 1960) Vasudhara -flow of wealth), which is vibrant, full of life and active all the time. In the existing logo, the

"Vasudhara" symbol was blocked with a semi-circle on the top, thus restricting the flow.

This restriction has been removed so that the flow lines are open representing flow of wealth and bounty. Also the aim is to transform the new symbol portrayed in reverse in earthen red colour as an identity of the company without the aid of any words or letter.

After completing 50 years the ONGC logo started reflecting the message in logo

itself.

New logo is having one additional part stating a punch line also,” making

tomorrow brighter “what states about ONGC contribution towards energy security.

Platts Logo ONGC is also showing plats logo which states that ONGC is top 250

companies. Jingle used for its identity. It is ONGC song.

Brand Ambassador Pankaj Advani, World billiard and snooker champion. which is associated with the position of the company

Brand building on web

ONGC ranks 3rd Oil & Gas Exploration & Production (E&P) Company in the world

and 23rd among leading global energy majors as per Platts 250 Global Energy

Companies List for the year 2009

ONGC ranks 24th among the Global publicly-listed Energy companies as per ‘PFC Energy 50” (Jan 2008)

Finance Asia 100 list ranks ONGC no 1 among Indian Blue Chips. Occupies 155th rank in “Forbes Global 2000” list 2010 of the world’s biggest

companies for 2010 based on sales, profits, assets and market capitalisation. ONGC ranked 402nd position as per Fortune Global 500 - 2009 list;, based on

revenues, profits, assets and shareholder’s equity.