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Advertising Project * Bata Shoes *
 

Advertising Project * Bata Shoes *

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* In case you need the document, Contact me at neepasharma@ymail.com :) ...

* In case you need the document, Contact me at neepasharma@ymail.com :)

Its an Advertising Project that I made for myBusiness Management (Marketing) Course at Sukhdev College of Business Studies. The project involves designing a promotional campaign for Bata India Limited, a part of the Bata Shoe Organization. Today, Bata India has established itself as India’s largest footwear retailer. Its retail network of over 1200 stores present in all the metros, mini-metros and towns. The project revolves around the advertisement campaign to be designed for Bata’s original and basic brand, the product category being Casual Footwear.

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    Advertising Project * Bata Shoes * Advertising Project * Bata Shoes * Document Transcript

    • Neepa Sharma [8059] , BBS 3M 2011 BATA: ADVERTISING CAMPAIGN The project involves designing a promotional campaign for Bata India Limited, a part of the Bata Shoe Organization. Today, Bata India has established itself as India’s largest footwear retailer. Its retail network of over 1200 stores present in all the metros, mini- metros and towns. The project revolves around the advertisement campaign to be designed for Bata’s original and basic brand, the product category being Casual Footwear. BRAND: BATA INDIA LIMITED CATEGORY: CASUAL FOOOTWEARDESIGNING THE PROMOTIONAL CAMPAIGN
    • AcknowledgementWith my deepest appreciation, I would like to thank Ms. Anuja Mathur for providing me theopportunity to undertake a research work on “Designing a promotional campaign forBata India Limited”. I would like to thank her from providing me all the necessary help incompleting this project. I would like to thank Shaheed Sukhdev College of Business Studies,Vivek Vihar for providing me an excellent environment which helped in my project.I would also like to thank all my classmates for helping me, in one way or the other, for thesuccess of this research paper. Without their support, it would be very difficult for me tocomplete the project on time.I am also indebted to the whole lot of people, who are maintaining and updating the variousweb-sites and reports which have been a great source of information.Above all, I would want to give the credit of this project to my family for all their support andguidance. 2|Page
    • TABLE OF CONTENTSS. No. Particulars Pg. No. 1. Introduction 4 2. Designing a Promotional Strategy 5 3. Situation Analysis 6 4. Competitive Analysis 7 5. Bata: Long run objectives and positioning strategy 9 6. Bata: The marketing Plan and Communication 11 7. Advertising 13 8. The Advertising Plan 15 9. Message Strategy 16 10. Creative Strategy 20 11. Execution 21 12. Designing of Message 22 13. Copy Strategy 23 14. Layout 24 15. Production and Implementation 26 3|Page
    • INTRODUCTIONBata India is the largest retailer and leading manufacturer of footwear in India and is a part of the BataShoe Organization.Incorporated as Bata Shoe Company Private Limited in 1931, the company was set up initially as a smalloperation in Konnagar (near Calcutta) in 1932. In January 1934, the foundation stone for the firstbuilding of Bata’s operation - now called the Bata. In the years that followed, the overall site wasdoubled in area. This township is popularly known as Batanagar. It was also the first manufacturingfacility in the Indian shoe industry to receive the ISO: 9001 certification.The Company went public in 1973 when it changed its name to Bata India Limited. Today, Bata India hasestablished itself as India’s largest footwear retailer. Its retail network of over 1200 stores gives it areach / coverage that no other footwear company can match. The stores are present in good locationsand can be found in all the metros, mini-metros and townsBata’s smart looking new stores supported by a range of better quality products are aimed at offering asuperior shopping experience to its customers.The Company also operates a large non retail distribution network through its urban wholesale divisionand caters to millions of customers through over 30,000 dealers.Bata has the following brands operating under its umbrella: Bata, Mocassino, North Star, Marie Claire,Bubblegummers, Ambassador, Hush Puppies, Scholl, Comfit, Power, Sparx, Reebok, Weinbrenner,Naturalizer, Bata and I.But the promotional campaign has to be designed only for the original and classic brand “Bata”, which isabout finding STYLE – that agrees with the consumers’ tastes, meet their diverse needs, meet theirbudget, and fulfill their well-being.Product Attributes:  Comfortable and Trendy Footwear  Easy to Maintain  Contemporary Styles with International Know-How  High Quality at affordable prices  Versatile products to suit each occasion 4|Page
    • DESIGNING A PROMOTIONAL STRATEGYIt involves various steps which have been illustrated through the figure below. These have been furtherdiscussed in the following sheets. Framework for Advertising Planning and Decision-making: Situation Analysis Consumer/Market Analysis Competitive Analysis Marketing Program Role of Advertising, Sales Force, Price, Promotion, Public Relations Advertising Plan Objectives/Segmentation/Positioning Message & Media: Strategy and Tactics Implementation Facilitating Agencies Social and Legal Constraints 5|Page
    • SITUATION ANALYSIS:Situation Analysis implies research which is vital to any further planning or decision making. Consumer/Market Competitive Analyis Analysis1. CONSUMER/MARKET ANALYSISIndian Footwear MarketIndia footwear market is estimated at about Rs 19,900 crore with a growth rate of 8-10 per cent[according to the data provided by market advisors in September 2011].  The category covers casual, formal, semi-formal and sports shoes along with sandals for men and women.  Men’s segment accounts for 59 per cent of the market, while women’s segment contributes 41 per cent.  By products, the Indian footwear market is dominated by casual footwear market that makes up for nearly two-third of the total footwear retail market.  The overall share of organized retail is 20 per cent and is expected to reach 25-30 per cent by 2015.  Urban India is estimated to contribute 70 per cent to the overall footwear market in FY 2011.  Exclusive-brand outlets account for over 50 per cent of the footwear market followed by multi- brand outlets at 28 per cent.  The preference for branded products is on the rise with a growing consumer preference to shop from organized retail locations like malls/large format stores.  Key brands in India are Bata, Liberty, Clarks, Woodland, Khadims, Metro, Red Tape, The Loft, M&B Footwear, Da Milano, Timberland, Puma, Nike, Adidas, Reebok, M&B, Rockport, Provogue, Lee Cooper, Converse, Nine West, Aldo, Relaxo etc. 6|Page
    • 2. COMPETITIVE ANALYSIS RICH CLASS NIKE, REEBOK, ADIDAS, PUMA UPPER MIDDLE CLASS ACTION, LIBERTY, NI KE, ADIDAS, REEBOK LOWER MIDDLE BATA, ACTION, LIBERTY, CLASS NIKE, ADIDAS, RELAXOLOWER INCOME GROUP BATA, ACTION, RELAXO COMPANIES TARGETING THE CONSUMERS SEGMENTED ON THE BASIS OF INCOME LEVEL 7|Page
    • COMPARISON OF BATA INDIA AND MAJOR COMPETITORS (PORTER’S MODEL)BASIS OF COMPARISON NIKE ADIDAS RELAXO ACTION BATA LIBERTYBARRIERS TO ENTRY ABSENT ABSENT ABSENT ABSENT ABSENT ABSENTBARGANING POWER OF LOW LOW HIGH HIGH HIGH HIGHBUYERSBARGANING POWER OF LOW LOW HIGH HIGH HIGH HIGHSUPPLIERTHREATS OF HIGH HIGH HIGH HIGH HIGH HIGHSUBSTITUTESRIVALRY AMONG THE HIGH HIGH HIGH HIGH HIGH HIGHEXISTING COMPITITORSIn fact, Bata India also faces competition from Chinese imports. Though it is true that peopleare increasingly becoming more quality conscious rather than just price conscious, but theincome segment that Bata caters to consists of people who may prefer to buy Chinese productsbecause of cost constraints and lack of awareness of Bata shoe products and their price range.Considering all of this, the market strategy of the company should be aligned with the situationanalysis to produce better results for the firm.The Marketing Strategy includes: The long-run vision and objectives of the company An articulation of the specific strategic position it will aim to occupy in the marketplace.For this, is also required, the examination and analysis of all important external and internalfactors operating in current situation. It includes assessing the strengths, weaknesses, threatsand opportunities [also known as the SWOT Analysis]. 8|Page
    • BATA’s Long-run Vision and Objectives  VISION: To grow as dynamic, innovative and market driven manufacturer and distributor, with footwear industry while maintaining a commitment to the country, culture, and environment in which the company operates.  MISSION: To be successful as the most dynamic, flexible and market responsive organization, with footwear as its core business.  OBJECTIVES: Bata India, today, wishes to reposition itself as a market driven, fashion conscious lifestyle brand. Catering to a wide variety of customer groups, Bata will provide its products and services to all the age groups in the community. Also aims to provide the finest quality through customer involvement.BATA’s Market Positioning Plans [Assumptions] Bata is planning to exit from the lower end segment and focus more on the middle and upper middle class of the society, because of growth in the number of people belonging to these segments and the rising income level of its target customers. The overall market quite quality conscious now. Bata, in order to deal with the threat of the Chinese imports, would have a strategy focusing primarily on customer intimacy as it would be aiming to enhance its brand equity by providing a complete experience for families who come to shop at its retail outlets. Another positive for Bata will be that the customers, who are more aware now, usually do not associate quality and reliability with Chinese products, where as Bata can use its brand to fill this void. Also recently Bata has recently rolled out the ‘very high quality and premium’ products that were introduced under its Bata brand in 2001, because of the fact that Bata’s image has been created over its existence of around 40 odd years and trying to just move out of its current segment of the middle and upper middle class people and trying to capture the higher end of the market overnight can be an uphill task for Bata to say the least. 9|Page
    • BATA: SWOT ANALYSIS Strengths1. Brand Image Weaknesses2. Reasonable quality at low orreasonable price3. Diversity with ranges in 1. No continuity of leadershiprunning, training, court, basketb 2. In 2001, 5% decrease in netall, football and Outdoor sales due to diversification into4. Footwear for the entire family premier segment (improper5. Financially Strong targeting and positioning)6. Conveniently accessible 3. No proper planning regardingoutlets in various parts of the Advertisement and Promotionscountry 4. No variety in Fashionable7. Targeting all income segments shoes8. Provide training for managersand employees9. Nationwide retail network Opportunities1. E-Commerce Threats2. Acquired, Partnership with smallplayers 1. Customer Dissatisfaction3. Entering new segments of 2. Price wars with competitorsMarkets 3. Competitors4. Capturing Market where no 4. Political Instabilityother potential competitor exists 5. Economic Threat5. Innovative Products 6. Changing in consumer6. New mediums for preferencesadvertisements 10 | P a g e
    • Bata: The Marketing Plan & CommunicationThe marketing plan includes formulating strategies and tactics for each of the 4 Ps:PRODUCT: BATA India has many brands under its original brand name BATA. But we are consideringdeveloping a promotional campaign only for the product category of “casual footwear” which sells bythe original brand name “BATA”.PRICE: BATA India is currently concentrating on the middle income level segment for its productcategory of casual footwear, thus the price would be ranging from INR 300 to 1500.PLACE (DISTRIBUTION): BATA’S retail network of over 1200 stores gives it a reach / coverage that noother footwear company can match.PROMOTION: This would include integration of various marketing techniques like Sales promotion,Consumer Promotions (Gift Coupons), Trade Promotions (Count-Recount Allowances), Advertising, In-store Advertising for general shoe retail stores, and Public Relations.These communication tools are used in a way such that they complement each other in thecommunication and persuasion process. Taking into consideration, the promotional elements in brief :-SALES PROMOTION:Sales Promotion are of two broad types: 1. Consumer Promotions 2. Trade PromotionsConsumer Promotions:The tool already in use by the Bata India group is “Bata Gift Vouchers”. The designing of the vouchersneed to be complementary to the theme used for advertising so as to reinforce the image of the brand.These gift vouchers have the following features: Convenient denominations 6 months validity Redeemable on all Bata products Acceptable at over 800 Bata stores across India 11 | P a g e
    • Trade Promotions:The persuasion tool used here can be Count-Recount Allowance. Under this, the discount is applied notto the quantity that the retailer buys from the manufacturer during the promotional period, but only tothat quantity that is moved from the retailer’s stores. As a consequence, the retailer gets greaterincentive to pass the price cut on to the consumer so that the product “moves” from the store into theconsumers’ hands. This tool can be very beneficial for a brand like Bata where consumers are very brandconscious and have high bargaining power.PUBLIC RELATIONSBata was recently in news stories because of a change in its management in September 2011. Mr.Marcelo Villagran, Group Managing Director – Bata Emerging Markets -India has been promoted to theposition of overall In-charge as the Group Managing Director to look after the entire business of LatinAmerica Region, and therefore, Mr. Rajeev Gopalakrishnan, who had been groomed by Mr. MarceloVillagran for seven months, has now become the Managing Director of Bata India Limited. Mr.Gopalakrishnan has been working closely with Mr. Marcelo Villagran to ensure continuity and smoothtransition for achieving the business plan and goals of Bata India Limited as well as that of BSO (BataShoe Organization).Bata India has also ventured into Cause Related Marketing very recently: A Library for the DifferentlyAble Children.A well thought CSR initiative, Bata Children’s Programme offers children a Library at Shravan Viklangkalian Kendra School, Gurgaon. It was inaugurated by Mr. Rajeev Gopalakrishnan, MD of Bata India andthe event was followed by a lively cultural programme by the students. Mr. Gopalakrishnan, ended themoment by handing over the gifts to the kids. 12 | P a g e
    • ADVERTISINGADVERTISING COMMUNICATION SYSTEMIt involves a perception process and four of the elements shown below: the source, a message, acommunication channel and a receiver. The receiver may also act as source of information by talking tofriends or associates (also known as word-of-mouth communication) leading to group influence anddiffusion of information. Perception Process Source Receiver Msg Msg Destination (Advertiser) (Audience) Channel Channel (Media) (Word-of-Mouth)SOURCEIt is the point at which the message originates. It maybe the company offering the product, theparticular brand or the spokesperson used.MESSAGEIt refers to both the content and execution of the advertisement.CHANNELIt may consist of one or more types of media, such as radio, television, newspapers, magazines,billboards, point of purchase displays, etc. Word-of-mouth is another important channel.RECEIVERIt refers to the target audience, segmented on the basis of maybe lifestyle, benefits sought,demographics, etc. Receiver’s involvement level is also an important aspect. 13 | P a g e
    • DESTINATION The initial receiver of advertising message might engage in word-of-mouth communication to the ultimate destination of the message. The receiver then becomes the interim source and the destination becomes another receiver. ADVERTISING EXPOSURE MODEL Awareness/Familiarity with Brand Information about Brand Attributes/Benefits Creation of Brand Image/Perosnality PurchaseAd Exposure Brand Attitude Bheavior Association of Feelings with Brand Linlkage of brand with Peers/Group Norms Reminder or Inducement about Brand Trial Advertising Exposure Model shows the various processes that occur after consumers are exposed to an advertisement. Exposure to the advertisement can create: Awareness about the brand, leading to feeling of familiarity with it in consumers’ minds Information about the brand’s benefits and attributes on which the benefits are based Also generate feelings in an audience that begin to associate with the brand or its consumption Can lead to a generation of an image for the brand (brand personality) though the choice of spokesperson and various execution devices Can create an impression that the brand is favored by the consumer’s peers-individuals and groups that the consumer likes to emulate. These five effects can lead to a favorable liking/attitude for the brand, which in turn should lead to Purchase action. 14 | P a g e
    • The Advertising PlanThe advertising plan and decision making focus on three crucial tasks: objectives and target selection,message strategy and tactics, and media strategy and tactics.Objectives and Target SelectionThe objective of the advertising campaign for BATA would be to spread awareness about the brand andits product quality and pricing, by beginning promotional campaign only for its original and classic brand“Bata” rather than trying to promote all the brands currently operating under its umbrella (like MarieClaire, North Star, Sparx, Weinbrenner, Comfit etc.)Bata wants to position itself on the basis of Price and Quality. The target market is the audiencebelonging to the upper and lower middle class (segmented on the basis of income level). There’s a needto establish an image for Bata such that families feel happy and comfortable coming to shop at Bata’sretails outlets.Its advertising objective is to portray itself as a consumer-friendly shoe brand, which offers variety ofcasual footwear [men, women, kids] with good quality, comfort and style at low prices. For this, it is bestto direct the advertisements to more selected groups for which it is easier to develop relevant,stimulating copy, rather than directing the advert to a broad audience.How would Bata want its advertising to work?FOCUS ON EXPOSURE, SALIENCE AND FAMILIARITYIn the past 10 years, Bata has not up with any effective promotional campaigns. They haven’t advertisedfor any of their products for a long time now. But considering the rising competition and changingdemographics and behavioral patterns of people, it is necessary for Bata to get into advertising which ismore focused on exposure and building familiarity with the brand.Such brand salience or top-of-mind awareness does not only get new customers, but is also extremelyhelpful in main existing customers buy a particular brand even more frequently. For example, even if aperson is a usual Bata customer, he might want to try a Relaxo slipper just because of the way it isshown in advertisements or the models/actors used to display it. To alter such purchase behavior, Bataneeds to put in more on repeated exposure; it can take advantage of various mediums to do the same,as it does not even face the threat of losing its brand exclusivity. It’s a brand for the masses.This will help people in developing a positive attitude about the brand and also fight competition fromChinese imports. The extensive distribution system of Bata would complement the repeated exposure tothe brand. 15 | P a g e
    • MESSAGE STRATEGYATTENTION AND COMPREHENSIONThe attention and involvement of the audience depends upon ability, motivation and opportunity.ABILITYA person is more attentive towards something they’re able to understand. What the advert says, theway the spokesperson talks about the benefits/features, the language used is all very important alongwith the fact whether the message is comprehendible or not.MOTIVATIONIs the person interested enough? A person maybe interested in a specific product category A person may be keen about a particular way of sending across the message (language used, humor used, jingles, etc.) or media used (newspapers). Can a message be designed that encourages maximum number of people to get involved? Ego Involvement: Image that the people carry of themselves. Connection between the ego of the buyer and the product (brand). Is the product something that would enhance their personality?OPPORTUNITYIs the information readily accessible? Do retailers have enough info to be passed on to the ultimate customers? Do customers need to search for information? (in such cases, competitors are at advantage) Is the advert visible as much as required?COGNITIVE RESPONSEAspects that build Cognitive Response: Support Argument: The Company agrees with whatever the consumer wants to believe. Counter Argument: The Company claims something that is usually unbelievable, i.e. audience rejects what the advert tries to say. Execution Bolstering: When the as is perceived very positively and the audience like the presentation (colors, characters used, décor, jingle) Execution Derogation: When the feel of the advert is not very good. Audience doesn’t like the way the ad is presented. 16 | P a g e
    • Bata would try to avoid Execution Derogation by using warm feelings in its ad, alongside raising certainquestions in the ad itself and answering it. It’s the best way to deal with Counter Arguments.Consumers’ response also depends on whether the product is high involvement or low involvement, andwhether the product is a thinking product or a feeling product. HIGH I II INVOLVEMENT LOW III IV THINKNG FEELING (RATIONAL CUES) (PERIPHERAL CUES)Bata Shoes lies in the category of High Involvement, Feeling Product where customers usually follow thepattern of FEEL-LEARN-DO, i.e. first they feel about the product or brand, then learn about it featuresand benefits and then take action (purchase/no purchase).For making the customer “FEEL” the brand/product, we need to make and execute the advertisement ina way that the consumer is able to associate positive feelings to the brand and an identity is createdaround the brand.ASSOCIATING FEELINGS WITH THE BRANDA brand could use various emotions in the ad like humor, fear, happiness, warmth, anxiety, etc. Forbuilding the advert of Bata India Shoes, we would rely on the feelings of joy and warmth, so that thebrand establishes itself as warm, user friendly and comfortable. It would also help in reinforcing the factthat nearby situated retail stores of Bata provide shoes of different styles and sizes for the whole family. 17 | P a g e
    • BRAND PERSONALITYBy using a brand personality, we can create an identity around the brand. It is especially importantbecause the products are not highly differentiable from those in the market, so it helps the brand build apersonality around itself to be distinctly indentified with. It helps in making a clear cut positioning of thebrand. People are able to relate more with the ads, and thus the brand.We have to target the aspirational personality of the target consumer. Some personalities can a havegreater pull when used for specific product categories. This personality can be based on theirdemographic profile (age, income, education, profession) or psychographic profile (thinking, lifestyle,ideologies, and predispositions).For Bata India’s Shoes, the target customers are upper and lower middle income individuals and theirfamilies. The shoes available are for different sizes, available for women, men and children. Andknowing that its targeted at the middle income group, it’s obvious that the people of this segmentwouldn’t want to be known as those who wear footwear of a cheap brand, but would rather wearfootwear that are stylish as well as comfortable and are low-medium priced.Conveying a Brand Personality:Key advertising elements that contribute to a brand’s personality are the following:  ENDORSERThe personality of the endorser gets transferred to the brand with enough repetition, thus endorserneeds to be chosen very carefully. He/she should have a personality that can affect the audience andlets associate more with the brand  USER IMAGERYThe characters of the people in the ad should be such that the user should be able to identify with them.Bata has chosen relevant models and actors for its advert, who are playing characters that the targetsegment would be able to identify with.  EXECUTION ELEMENTSIt involves the layout, the colors, props, décor, etc.  SPOKESPERSONSThese are people who make official statements about the product or brand. Bata does not choose to usespokespersons in its adverts. 18 | P a g e
    • SOCIAL NORMSAdvertising needs to develop a certain level of believability. The ad needs to be acceptable amongpeople who are representatives of a target group. Social groups lead to information sharing, comparisonand setting up of norms.Reference Groups have certain impact on individuals: Informative Impact: Individuals are more inclined towards believing what people around them say rather than what is said in advertisements. Normative Impact: People around us fix certain standards that we tend to accept more readily to confine to the group. Competitive Impact: People in a group act as a competitive profile to each other. It sets in a purchase behavior cycle (demonstration impact: using a brand to show where they belong)WORD-OF-MOUTH Do people talk about the ad? What do they find the most interesting? It can be helpful for Bata because WOM is usual when the product is something that’s fits in the lifestyle of the people in a perfect manner (like Bata) and when the product gives a Relative Advantage (like Bata over its local and Chinese competitors). 19 | P a g e
    • CREATIVE STRATEGYWe can rest our ad on certain aspects based on two approaches: Rational and Emotional. RATIONAL EMOTIONAL Comparative Warmth Refutational Fear/Anxiety Inoculative HumorRATIONAL 1. COMPARATIVE Compares what the brand is offering with what other brands are offering, on the basis of certain rational components. Implicit ads just say that their brand is better than the others in the market not directly talking about or showing other brands compared. 2. REFUTATIONAL Deals with the problem of counter arguments. Refutes something that people usually believe, and tells how the brand solves the problem. 3. INOCULATIVE Advertising that makes the audience less receptive of a competitor’s advertising by creating a barrier between what the consumer could buy and what the competitor is selling.Rational approach is usually used where quick response is required or where the product is high thinkingproduct.So such an approach might not prove useful for Bata because it lies in the High Involvement, Feelingcategory of products, where a long term liking has to be created in the minds of the audience, which ispossible by the emotional approach, though certain elements of Rationality can also be used. 20 | P a g e
    • EMOTIONAL 1. WARMTH It creates a liking for what is being presented or the way in which it is presented. The warmth created projects itself on the brand, and the brand thus gets associated with feelings of warmth, joy and happiness. 2. FEAR/ANXIETY It has to be used very carefully so that it doesn’t get rejected. It psychologically affects a person without making any negative impact. It is more useful for products targeted at safety aspects. 3. HUMOR It gets more attention, but because our product is high involvement, Bata would not want to play down on the serious connect with the audience as humor has a short life span and is very individualistic.So, Bata would use a combination of Rational: Comparative (Implicit comparison) and Emotional:Warmth approaches for its advertising campaign.EXECUTIONOut of the various ways of execution, Bata chooses to execute its ad on the basis of Comparison(Implicit) along with a “Slice of Life” approach and Personality Symbol.  Implicit Comparison The brand does not out rightly compare itself to other existing brands in the market, but does talk about its leading position in retail and manufacture of footwear in India.  “Slice of Life” Execution It refers to presenting the ad in a way such that people can easily connect to it. It involves portraying common situations faced by people.  Personality Symbol Such ads revolve around user imagery, and are useful for brands that position themselves via personality (for Bata: family-friendly and comfortable). 21 | P a g e
    • DESIGNING OF MESSAGEOne sided vs. Two sidedOne sided approach shows only the positive side of the brand/product advertised. It usually tends tocounter argue.The other approach, i.e. the two sided approach involves giving information about both the positive andnegative factors, in a way to justify the weaknesses in face of the strengths.Bata’s chosen the one-sided approach to deliver its message where it tells only about the positivefactors about its product.Lecture vs. DramaLecture involves a voice-over or someone on screen giving information. It is a 1 to 1 informationcommunication. Audience is being addressed. Rational Approach is used which relies on Informationpassed on by Demonstration and Lecture.Drama type message involves conversation between characters on the screen. There’s no direct talkingwith the viewers. It enjoys higher level of involvement, and the conclusion is left on the audience todraw.Bata’s using the Drama type message where a scene is being enacted, and at the end there is lectureform also involved where the voice over talks about the rational aspect i.e. Bata’s leading position inmanufacture and retail of shoes in India.Hard Sell vs. Soft SellHard Sell Message is used to get an immediate feedback from the audience. It wishes the people to actin short run, by pushing the product in consumers’ hands.Soft Sell Message aims at developing a brand liking, preference in terms of features, pricing, benefits orbrand itself. Bata’s using a soft sell approach with peripheral factors to influence the minds of people ina positive way. With the rational aspect coming at the end, there’s an obvious mix of hard sell in themessage. 22 | P a g e
    • COPY STRATEGYCOPYWRITING in print is the activity of putting words to paper, particularly those contained in the mainbody of the text (the main arguments and the appeals used), also including attendant bylines andheadlines. In broadcast, the copywriter is a scriptwriter who develops the scenario to be used in radio ortelevision medium.There are various kinds of copies that can be used according to the message strategies used. The kind ofcopy we are using for Bata’s advertising campaign is a mixture of Narrative style and Colloquial Style.NARRATIVE COPYIn such a copy, the presentation is built like a drama, i.e. an advertisement with a storyline.COLLOQUIAL COPYIt involves use of a language that is commonly spoken (neither pure Hindi nor pure English). It involvesuse of slang, words that people easily understand, comprehend and connect to. It may not begrammatically correct, but people tend to identify much more.Things to keep in mind while making a copy: Copy must be compactMinimum number of words should be used appropriately, so that there is less clutter.  Clarity in CopyThe copy should not look muddled. It should be easily comprehendible. The quality of picture, voice-over, etc should be good.  Character in CopyThere should be a character in every copy, keeping in mind the history of advertising or brand image.  Personal and Convincing CopyThe message should be something that the consumer wants to listen to. The audience should be able tobelieve the message, the characters and the voice-overs used.  Interesting and EntertainingShould be creative and should engage and involve the audience.  Action-orientedThe copy should provide enough drive to direct the viewers to take action, or at least stimulate a changein perception/attitude. 23 | P a g e
    • LAYOUTThe layout activity involves bringing all the pieces together before the advertising is sent out forproduction. There are five considerations to take into account in developing Layouts for Visual Mediums(also known as Principles of Layout): 1. BALANCEThe different elements in an advertisement may appear in balance with each other or may not.In case of a Formal Copy, complete balance is maintained on the left and right sides of the copy.Information seems to be more serious and used usually for products where more thought, cognition anddeliberation is required in assessing and comprehending the advertisement. It uses the concept ofgeometrical centre (where the actual centre lies).In an Informal Copy, one side may visually appear heavier than the other due to large image, use ofgraphics, font size, etc. It allows for placing the elements differently and creatively. It uses the conceptof an optical centre (where viewers perceive the centre to be). The important elements of the ad areplaced in the area which receives the greatest importance, ie.e at and around the optical centre.For Bata, an Informal Balance Copy will be used. 2. EYE MOVEMENT S ZIt is the way the audience scans an advert (page or screen). It is usually customized according to how wewrite. There are two forms of scanning:S: For societies where reading is tuned from Right to Left. Example: Arab countries.Z: For societies where reading is tuned from left to Right. Relevant to Indian Context. 24 | P a g e
    • Gutenberg DiagonalThe first impression that the ad makes visually is related to the optical centre that lies on the GutenbergDiagonal.If the information placed there is interesting enough, then viewer seeks clarification of it at the top(seeking a connect at the top). To complete the understanding and deriving the meaning of the ad, theviewer looks for information at the bottom right. The bottom left corner is the most ignored portion. 3. CONCEPT OF PROPORTIONIt refers to the weightage given to the various elements; how much space is given to the visual orcontent or headline. It impacts perception in a way that whatever occupies large space is perceived tobe important. 4. EMPHASISIt refers to the emphasis given to different materials. It may be done by usage of different colors,contrast, font sizes, bold font, underlining, usage of space around the element and/or light effects. 5. CONTRASTIt is done to make difference between the various elements, so that the content doesn’t seem clutteredwithin itself or with its surroundings. 6. UNITYAll the elements must present a unified picture. They should have a sense of belongingness. Thereshould be a distinction from other ads by showing where the ad starts and where it ends (like by use of aborder).We will use these concepts during the production and implementation of these advertisements. 25 | P a g e
    • PRODUCTION AND IMPLEMENTATIONPRINT ADVERTISINGBata chooses to advertise in Daily Newspapers, and also outdoor locations.The outdoor ads can’t be given a body copy, because people don’t pay that much attention to details. Soit has to be very simple. Bata is using metro pillars in Delhi as the outdoor location for advertising.Different snapshots can be used on consecutive pillars which are also lit during the evening and nighttime. In other cities, the same print copy will be used on billboards at traffic signals.THUMBNAILSFor Print Advertising, we first make rough sketches of how and what do we want to show in the ad. Theyare rough ideas worth deliberating upon for deciding how to present the advertisement or message. Sfthdybetu sfthdybetu tyjgxjsdgnjj tyjgxjsdgnjj xnhcjgjgzjx xnhcjgjgzjx Asanxdya Jsdxgbjxjnj shv kjh xh hxhkhvksd hsdkhfshfs MEN Shoes for Life.. WOMEN CHILDREN 26 | P a g e
    • SEMI COMPREHENSIVEThese are detailed sketches normally drawn to the size of the ad to be made. Visual graphics and colorsare included to see how the ad would actually look like. An example of the same is given below: Shoes for Life.. X 2 [MIRROR REFLECTION] Effortless Comfort! Next time you forget where you left them, just look at your feet! 27 | P a g e
    • COMPREHENSIVEIt involves the final layout, content, logo, tagline, visual and string, etc. Shoes for Life.. Effortless Comfort! Next time you forget where you left them, just look at your feet! :) :) 28 | P a g e
    • BIBLIOGRAPHYTEXT BOOKS:ADVERTISING MANAGEMENTAuthor: Rajeev Batra, John G. Myers, David A. AakerPearson Publishing House, Fifth EditionWEBSITES:www.bata.inwww.connect.in.comwww.bata.comwww.wikipedia.orgwww.footwear-industry.comwww.bestylish.com 29 | P a g e
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