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Symbiosis Institute of Media and Communication, PuneIntroduction to Advertising Management Prof. Suresh B. Assignment - 3 Submitted By: Yasmin Hussain 144 MBA - Ad 2013
Question: List ways in which advertising affects brand development and give an example of a brand of your choice to explain how this was accomplished Answer: In India, the last few years have changed the way people see and perceive bikes. India is now seeing a trend of 150 cc or above bike segments, but Bullet was always present with the ranges of 250 cc, 350 cc and 500 cc bikes. Royal Enfield said it will invest over Rs. 65 crore from 2009 to 2012, to double their production capacity to one lakh units. The Chennai-‐based company, which has been expanding its export markets, also said it expects overseas sales to double over the next five years. Royal Enfield has come up with 2 advertising campaigns across various media: Handcrafted from Chennai Campaign Royal Enfield has launched a new film, created and produced by Wieden Kennedy, Delhi and shot by Bharat Sikka, which brings to the fore the brand’s origins as one that has been handcrafted in Chennai. The film has been billed as “a tribute to the wonderful people who build, sell, ride and maintain these beloved machines, and is a heartfelt tribute to the city that Royal Enfield calls home”, namely Chennai. The idea was about keeping it real and demonstrate the passion that Enfield’s engineers bring to crafting each Royal Enfield that comes out of the company’s Chennai manufacturing plant. Royal Enfield has always stood for ‘Keeping it Real’, and that spirit extends to everything that Enfield does, including advertising. So the agency avoided the usual clichés-‐slapstick humour, kitsch, melodrama or ‘aspirational’ gloss. It’s important for an iconic brand to stay true to character, and to be proud of what it represents and where it comes from.” Shaji Koshy, head sales and marketing, Royal Enfield, said, “Over the years, Royal Enfield’s communication has managed to keep the world coming back for more. We hope this latest advertisement from Royal Enfield will strike a chord with Royal Enfield consumers and create strong emotional engagements with them.” The campaign has used traditional media like television, cinema and print but digital formed a key part of the communication as well. Television was not a part of the media mix used.
Leave home campaign This was a print campaign released by Royal Enfield to promote its Thunderbird series of bikes. Wieden Kennedy Delhi has created the print campaign, which takes forward the ‘Leave Home’ communication of the brand. It is based on the insight that many young men stay at home for too long (and freeload off their parents) missing out on the fun of an independent life because of it. Moreover, as a brand, Royal Enfield has a rich culture and people recognize what the brand stands for. The campaign aims to promote the brand message and moves away from stereotypical communications in the category where the focus is on the specifications and features of the bike. The following creative ‘A Hero’s story’ is a comic strip, and it traces the adventures of a guy who has gone on a ride with his Royal Enfield bike. This brand positioning had been in place for around three years till then; and, over this period of time they have been finding newer ways of communicating the same in different perspectives. The campaign has been released in auto, music and lifestyle magazines. Royal Enfield also embarked on the second edition of ‘The Art of Motorcycling’ photography exhibition in a larger scale. The exhibition, which was held in Delhi in March 2010, was also taken to other cities as well in 2011. The exhibition displayed classic Enfield bikes, exclusive posters, customized t-‐shirts and other limited edition memorabilia. This is a kind of a campaign that can start conversations. It is a fresh approach to establish the brand as Cult. Also on the company website, there are a lot of communities, Blogs, Trip Stories, forums which establish Bullet as a cult brand in its own league. Bullet is a tradition in Punjab. People flaunt it, People aspire it. Bullet is truly a Cult brand in Punjab and also other interiors of India. This is amazing how a Chennai based brand has achieved a cult status in Punjab. Bullet also sponsors many trips in India in which it provides Bikes for the Trip and Branded T-‐Shirts too. Bullet also organizes a 16-‐day Royal Enfield Himalayan Odyssey every year. These all exercises can take Brand to new heights, the Cult Height. There is a saying about that, "Once you ride a Bullet, You dont ride any other bike”. Question:
If a firm developed a new line of athletic shoes, priced them competitively and distributed them in appropriate retail shops, would there be any need for advertising? Is advertising really needed for a product that is priced right? Answer: Every coin has two sides. Advertising, though a waste of money, but is important as well for any product. Advertising a new product, such as athletic shoes, is critical because: • When there is a new product in the market, it is very important to advertise to make people aware that such a product exists in the market. o Lack of awareness = Lack of customers • As the market for athletic shoes is very competitive and consumer has so many options, he/she is more likely to switch brands which offer him/her the best price. Therefore, advertising becomes crucial so as to help him/her make the best choice. • It’s not like advertising is only needed for a new commodity, it is equally important even for the existing products in the market as it is important to grab people’s attention to sell the product. The public memory is very short lived so it is important that to come up with new and catchy advertisement to get noticed and draw customers. • It’s important to communicate the product offerings to the end user. If a company has worked hard on understanding the consumer needs they need to make sure their customers get a feel “This brand knows what I want ”. Advertising is the only major differentiator between why your 1% more is able to get you more loyal and more number of customers. • To products that are offered by a brand, there are "n" number of more substitutes and consumers get to know which is the better substitute that suits their requirements. • Advertising a product also helps you reinforce your brands name and image to the public, which can be part of a long-‐term marketing strategy. For example, when Coca-‐Cola produces an ad for Diet Coke, it is not only touting the benefits of that product but is also keeping the Coca-‐Cola brand in the minds of consumers, which can also help the sales of its other products. • A product may have a negative image in the eyes of consumers due the lack of information or knowledge. Advertising allows a company to further explain the features and benefits, which can help clear up any misconceptions. This technique is also beneficial when a product contained a defect that the company has corrected. • Ultimately, things like improving brand recognition and making people aware of new products should lead to increased product sales. To gauge the actual benefits of your product advertising, you need to weigh the cost of your advertising against the dollars it brings in.
A product can only survive without advertising when the product is such that people can’t live without it and that solves their biggest problem. Something that does it easier, faster, and better than what’s out there. Something like Apple.