A Seminar on BRAND-BUILDING ADVERTISING Please use the CD in the FCB-Ulka Brand Building Advertising Cases book for the advertisements and TV commercials needed for the Seminar. Posting them on the site would have made the download slower.
‘ Emotionality’ drives the choice of product/brand
Advertising to fit FCB Grid requirements LEARN-FEEL- DO I) INFORMATIVE FEEL-LEARN-DO II) AFFECTIVE DO-LEARN-FEEL III) HABITUAL DO-FEEL-LEARN IV) SATISFACTION THINKING FEELING HIGH INVOLVEMENT LOW INVOLVEMENT
Category Differences Consumer Products Consumer Durables Services Corporate Lower values Higher values Indeterminate No value Frequent purchase Infrequent Indeterminate Variable Narrow/Broad Target customer Narrow Target Customer Variable Very wide/ variable Role of advertising in brand-building will tend to vary with category type
Unlike consumer products (FMCG) which are ‘consumed’, a consumer durable is ‘used’ for extended periods
Since it is used and for long periods, the consumer tends to look at them differently
Consumer durables could be:
High value: washing machine, car, scooter, TV
Low value: ceiling fan, mixer/grinder
Key Differences Consumer Product Consumer Durable - Relatively low value - Relatively higher value - Repeated purchase every week/month - Infrequent purchase every five years + - Routinized purchase behaviour - Extended problem solving purchase - Less persons involved in purchase - More persons involved in purchase - Less information sought - More information sought - More emotional decisions - More rational decisions
Indian Consumer Durable Penetration All India Household Penetration of key durables: Washing Machines 2.7% Refrigerators 11.1% Two Wheeler 4.7% Cars 0.5% Mixie 17.0% Analyse penetration by Urban / Rural, SEC, Town Class, Region, etc.
Information Driven Image Driven - Introduction of new service - Image of the user - New pricing plans - Image of the usage occasion - New offers - Cue type-of-desires fulfilled - New features - Imply self image - Rational focus - Emotional focus