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Impact of advtg on brand positioning rasna presentation 1


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Impact of advtg on brand positioning rasna presentation 1

  2. 2. OUR FOCUS Theme communication for Rasna.
  3. 3. RESEARCH PERSPECTIVE <ul><li>To evaluate the effectiveness of our TVC . </li></ul><ul><li>And, obtain all relevant diagnosis. </li></ul><ul><li>To help in developing, fine tuning our communication for the next season. </li></ul>
  4. 4. THE MEASURE AND METHODOLOGY Noticeability Intrusive interest post forced exposure in a relevant clutter. Effectiveness Involvement integrated Motivation. Measured using the Ad Eval communication testing methodology. Research methodology Face-to-face interviews using a structured questionnaire administered at a central location. Diagnostic inputs Content, message recall and points and impressions gathered.
  5. 5. STUDY DESIGN At home Invitation to in-hall Eligibility ascertainment In-hall Involvement – Motivation measurement for the ad Forced exposure to Rasna ad Noticeability measurement Exposure to Rasna ad in a relevant clutter The Rasna ad and the clutter was exposed to B&W TV viewers in B&W. And, colour TV viewers in colour.
  6. 6. STUDY SPECIFICS Target group Housewives from SEC A/B/C/D households aged between 20 to 45 years. Who have bought a preparation category brand at least once a month, this season. Centres Delhi, Pune, Chennai Sample size 315 spread equally across the three centres. Fieldwork timing June 2003
  8. 8. REPORT STRUCTURE <ul><li>Evaluation of our TVC </li></ul><ul><ul><li>Intrusive interest </li></ul></ul><ul><ul><li>Motivation power </li></ul></ul><ul><ul><li>Diagnostics </li></ul></ul><ul><li>The implications </li></ul>
  9. 9. CONSUMER BACKDROP <ul><li>Are predominantly from SEC A,B in Delhi (77%) and SEC B/C in Chennai (82%), Pune (82%). </li></ul><ul><li>Colour TV ownership is high (Delhi 94%, Pune 87%, Chennai 72%). In Chennai, a substantial proportion own only a B&W TV (28%). </li></ul><ul><li>Refrigerator penetration is near universal in Delhi, while only third of households in Chennai own one. In Pune, more than half own one. </li></ul><ul><li>The housewives are full time housewives with school level education spread across age groups. </li></ul>To know more about the profile click here
  12. 12. NOTICEABILITY MEASUREMENT METHOD (1) <ul><li>The measure of noticeability is intrusive interest so that we capture real registration of the TVC and not just blind recall/noise in the clutter. </li></ul><ul><li>Intrusive interest is measured at two levels - </li></ul><ul><ul><li>Top-of-mind – ad found most interesting to watch </li></ul></ul><ul><ul><li>Any spontaneous mention – which other ads did you find interesting to watch </li></ul></ul><ul><li>The clutter used consisted of the ads that were relevant to the target audience and were decided in consultation with client. </li></ul>
  13. 13. NOTICEABILITY MEASUREMENT METHOD (2) The Ads In The Relevant Clutter <ul><li>Ariel </li></ul><ul><li>Ayush soap </li></ul><ul><li>Clinic Plus </li></ul><ul><li>Dabur Vatika </li></ul><ul><li>Godrej Pentacool </li></ul><ul><li>Pepsodent </li></ul><ul><li>Pepsi </li></ul><ul><li>Rasna </li></ul><ul><li>Stayfree </li></ul><ul><li>Tata Tea </li></ul><ul><li>Anchor white toothpaste </li></ul><ul><li>Arun ice-cream </li></ul><ul><li>Ayush soap </li></ul><ul><li>Lux </li></ul><ul><li>Mirinda </li></ul><ul><li>Mortein </li></ul><ul><li>Preethi Mixer </li></ul><ul><li>Rasna </li></ul><ul><li>Voltas Vertis </li></ul><ul><li>Whisper </li></ul>Delhi/Pune (Hindi) ads Chennai (Tamil ) ads
  14. 14. INTRUSIVE INTEREST : CHENNAI Ads Found Interesting (Mentioned Spontaneously) Rank 1 Any Rank Rasna Arun Ice Cream Lux Mirinda Mortein Anchor White Whisper Ayush Soap Voltas Vertis Preethi Mixer Base : All respondents - 109 Rasna is the dominant leader. In fact, interest in the Rasna ad is universal. %
  15. 15. OVERALL NOTICEABILITY OF RASNA AD Base : All respondents –Delhi - 101 , Pune – 105, Chennai - 109 Everyone recalls the ad from the clutter. And, most find it interesting – more so in Chennai. All coding rank 1 in Q1a Any rank 1 in Q1a Rasna coded in 1a or b Rasna coded in 1a or b or c Rasna coded in 1a or b or c or d
  16. 16. OVERALL NOTICEABILITY : BY SEGMENTS DELHI Interest in the ad is higher among those above 30 years. No other differences seen across segments. SEC Age segments Those who have a child in 2-12 years vs others @ @ Small base @
  17. 17. OVERALL NOTICEABILITY : BY SEGMENTS PUNE SEC Age segments @ @ @ Small base Interest is a little lower in the lower SEC . And, a little higher among those who have a young child. Those who have a child in 2-12 years vs others
  18. 18. OVERALL NOTICEABILITY : BY SEGMENTS CHENNAI Interest is a little higher among those who have a young child. SEC Age segments @ @ Small base Those who have a child in 2-12 years vs others
  19. 19. BRAND NAME REGISTRATION Most recall the brand as Rasna. 4 1 13 Rasna Utsav 109 105 101 Base : All respondents 89 95 81 Rasna Chennai Pune Delhi Recall brand as… %
  20. 20. SPECIFIC REACTIONS Liked at least one aspect in the ad 98% Likes centre around the child. 12 <ul><li>Like the orange/Nagpur orange flavour </li></ul>22 <ul><li>Like the mother child relationship shown </li></ul>315 Base : All respondents 29 32 <ul><li>Like the child/child is cute </li></ul><ul><li>Boy offers to do the household work </li></ul>No dislikes 96% No dislikes are voiced.
  22. 22. <ul><li>Consumers are then categorised into : Motivated (involved and motivated), involved only (involved, but not motivated), recall only (neither involved, nor motivated), by -pass (motivated, but not involved). </li></ul><ul><li>Apart from the AdEval Score, the shape of the categorisation table is also suggestive of the motivation power of the communication. </li></ul><ul><li>Shape of the table What it suggests </li></ul><ul><li>________________ ___________________________________________ </li></ul><ul><li>High motivation and involvement </li></ul><ul><li>Neither does it motivate nor involve </li></ul><ul><li>Tuned-out effect- suggesting differential effect </li></ul><ul><li>on different segments </li></ul><ul><li>Typical of entertaining communication that fails to bond the message to the brand </li></ul><ul><li>____________________________________________________________________ </li></ul><ul><li>The AdEval Test System is based on the proven principle that communication which involves the audience and motivates them to change their attitudes, behaviour - will be effective in real life. </li></ul><ul><li>It involves measuring involvement on three parameters - extensiveness, intensiveness of appeal and relevance of the communication. </li></ul><ul><li>And, motivation on three parameters - opinion formed, increased interest to seriously consider for purchase and importance of impressions received from the communication. </li></ul>EFFECTIVENESS MEASUREMENT METHOD
  23. 23. MOTIVATION POWER The advertising has very high motivation power. 109 105 101 Base : All respondents 6 6 3 By-pass 3 4 1 Recall Only 1 3 2 Involved Only 91 88 94 Involved & Motivated Chennai Pune Delhi The Ad Eval scale %
  24. 24. MOTIVATION POWER : BY SEGMENTS Delhi Pune Chennai All – 94% All – 88% All – 91% % @ @ @ @ Motivation power is high across segments. @ Small base @ Others Have a child 2-12 years 31- 45 years 20 – 30 years SEC C/D SEC B SEC A
  25. 25. TO LOOK AT NEXT What Is the Communication Received That Has Resulted in High Motivation Power?
  26. 26. MESSAGES RECEIVED Key messages The key messages received are suitability for children, taste and ease of preparation. 70 For children 65 Ease of preparation 27 <ul><ul><li>Takes less time </li></ul></ul>% 57 <ul><ul><li>Easy to prepare </li></ul></ul>67 Taste Add-on benefits 47 Economy 37 <ul><ul><li>Price is less </li></ul></ul>23 <ul><ul><li>More glasses per pack </li></ul></ul>16 Fresh product 315 Base : All respondents 45 Healthy 35 Thirst quenching 35 Is refreshing Refreshing drink, health, economy are the other messages received. Some articulate that the product is fresh.
  28. 28. SUITABILITY FOR CHILDREN The child The mother giving into the child’s demands The child in the ad and the mother giving into the child’s demand for more Rasna – are the key contributors to suitability for children. Nagpur orange also contributes. <ul><li>Bacche Rasna pi kar ke kush ho jate hain…. </li></ul><ul><li>Bacchon ko bahut pasand ata hai… </li></ul><ul><li>Baccha kush ho kar ke pe raha hai…iska matlab bacchon ke liye accha hoga… </li></ul><ul><li>Baccha Rasna nahin milne par gussa ho jata hai…maa manane ke liye Rasna deti hai…baccha khush ho jata hai….bacchon ko achcha lagta hai… </li></ul><ul><li>Bacche ko Rasna de kar ke manaya ja sakta hai…. </li></ul>Nagpur orange <ul><li>Rasna is good for children because it has the taste of fresh Nagpur oranges which gives energy to the child… </li></ul>
  29. 29. TASTE (1) Boy’s eagerness to do household work for Rasna has high pick up. And, is a key contributor to taste perceptions. <ul><li>Bacche Rasna ke liye kuch bhi karne ko tayar hote hai… </li></ul><ul><li>Eske swad accha hai kyunki bacche char glass pi liye hain phir bhi aur pina chahte hain…is liye kam karne ko tayar hai… </li></ul><ul><li>Wo koi bhi kam kar sakta hai sirf Rasna peene ke liye… </li></ul>Boy offers to do household work for Rasna 94% Base : All respondents 315
  30. 30. TASTE (2) Boy’s sadness on mother’s refusal and the transformation to happiness on drinking Rasna has high pick up. And, contributes to taste perceptions. <ul><li>Esme Rasna ke liye bacche ko jid karte dikhaya gaya hai… </li></ul><ul><li>Rasna ka swad accha hai kyunki baccha ko accha lag raha tha… </li></ul><ul><li>Maa ko bachhe par pyar aa jata hai phir maa bacche ko Rasna de deti hai…maa bhi khush…baccha bhi khush… </li></ul><ul><li>The boy is stubborn that he wants Rasna…gets angry and stands at the door when his mother refuses.. When his mother gives him Rasna…he is happy…hugs her…says “I love you mummy’. </li></ul>90 <ul><li>Mother gives Rasna to boy </li></ul>86 <ul><li>Boy is happy on getting Rasna/Hugs mother/Says ‘I love you mummy’ </li></ul>315 Base : All respondents % 66 93 <ul><li>Mother says no Rasna even if your work/you have already drunk four glasses </li></ul><ul><li>Boy is sad </li></ul>
  31. 31. TASTE (3) The Bond Between The Mother And The Child <ul><li>Rasna peene ke bad baccha apni mummy ko kehta hai ‘I love you mummy’…yani ki Rasna accha hota hai ki baccha kushi kushi se kehta hai ki aap bahut acchi ho…. </li></ul><ul><li>Rasna se apas mein pyar bardtha hai… </li></ul>The bonding between the mother and child is picked up. It adds to taste perceptions because it is perceived as the boy’s appreciation of the mother for giving him a tasty drink. % 315 13 58 64 <ul><ul><li>Boy hugs mother </li></ul></ul>Base : All respondents <ul><ul><li>Boy says I love you mummy </li></ul></ul>Bonding between mother and child
  32. 32. TASTE (4) The tagline The tagline also communicates taste as they interpret it as the boy’s happiness with the taste that leads him to say ‘I love you Rasna’. <ul><li>Peene ke bad baccha kush ho kar ke kehta hai ‘I love you Rasna’…. </li></ul>I love you Rasna 65% Base : All respondents 315
  33. 33. TASTE (5) Orange flavour The orange flavour, specifically, Nagpur orange enhances taste perceptions, as Nagpur oranges are perceived as the best oranges available. <ul><li>Swadisth orange flavour bataya gaya hai …. </li></ul><ul><li>Iska taste bahut accha hai kyuke isme santara hai… </li></ul><ul><li>Orange colour…flavour…is good… </li></ul><ul><li>Santre ka taste sabse accha hai… </li></ul>Orange flavour 77% <ul><li>Nagpur ke orange famous hote hain is leye taste accha hoga aur bacche bar bar mangte hain… </li></ul><ul><li>Rasna mein Nagpur orange hai jo bacchon ko bahut pasand ata hai… </li></ul><ul><li>Nagpur ke santare sabse acche hote hain… </li></ul><ul><li>Nagpur santare ke liye mahshoor hai…is leye Rasna ka taste accha hoga… </li></ul>Nagpur orange 65% Base : All respondents 315
  34. 34. TASTE (6) The Mixing Shot The mixing shot has high pick up. But the audio in the shot has very low pick up. And, it does not contribute to taste perceptions. 315 4 73 % Base : All respondents <ul><li>If powder and liquid are mixed then the taste is good </li></ul>Mixing shot
  35. 35. EASE OF PREPARATION For many, the type advertised in the TVC is sweetened powder. 315 315 Base : All respondents 22 62 Squashes/syrups 16 73 Unsweetened powder drinks 26 82 Soft drink concentrate 3 39 Advertised in the TVC % 58 86 Available Ready to drink Sweetened powder drinks - <ul><li>Add sugar </li></ul>50 <ul><li>Orange powder and liquid are mixed </li></ul>315 55 73 Base : All respondents <ul><li>Rasna being prepared </li></ul>Mixing shot The super ‘add sugar’ is missed which has perhaps led to perceptions that the type advertised is sweetened powder. The mixing shot and ‘sweetened powder’ have contributed to perceptions of ease of preparation. <ul><li>Powder aur liquid mix karne se Rasna turant asani se ban kar tayar ho jata hai… </li></ul><ul><li>Rasna bahut asani se tayar ho jata hai… </li></ul><ul><li>Liquid aur powder mix kiya bas tayar ho gaya… </li></ul>
  36. 36. HEALTHY DRINK Drunk by child <ul><li>Isme kuch bhi hanikarak nahin hai jo ki soft drink ke liye bahut mahatwapurn hai….isliye bacche ko pilaya ja saktha hai… </li></ul>Nagpur orange <ul><li>Nagpur orange hai…peene ke liye swasthawardhak hoga… </li></ul><ul><li>Nagpur ke fresh fruit ka bana hai, bacchon ke liye accha hoga… </li></ul>Healthy drink is received from Nagpur orange and suitability for children.
  37. 37. ECONOMY <ul><li>Its price is less… Rasna …price is less… </li></ul><ul><li>A lot of people can drink from one pack… </li></ul>Familiarity with Rasna contributes to economy. 315 Base : All respondents The 32 glass pack is not picked up and does not contribute to economy perceptions. 32 glass pack 3%
  38. 38. FRESHNESS <ul><li>Rasna is good for kids.. will remove tiredness… </li></ul><ul><li>Is Rasna mein tazgi hai… </li></ul>Rasna and their familiarity with Rasna is the contributor to freshness.
  39. 39. TO LOOK AT NEXT <ul><li>Are there any differences across centres. </li></ul><ul><li>Why these differences. </li></ul>
  40. 40. MESSAGES RECEIVED Taste, fresh product is received to a greater extent in Delhi. And, economy is received to a greater extent in Chennai. 315 65 33 11 37 <ul><ul><li>Price is less </li></ul></ul>37 38 5 23 <ul><ul><li>More glasses per pack </li></ul></ul>3 6 42 16 Fresh product 74 49 15 47 Economy 52 27 57 45 Healthy 38 33 34 35 Thirst quenching 29 26 50 35 Is refreshing 15 48 20 27 <ul><ul><li>Takes less time </li></ul></ul>58 67 72 65 Ease of preparation 61 75 74 70 For children 47 57 68 57 <ul><ul><li>Easy to prepare </li></ul></ul>67 All 109 105 101 Base : All respondents 62 58 80 Taste Che Pun Del %
  41. 41. WHY IS TASTE BETTER RECEIVED IN DELHI Nagpur orange is the key contributor to better taste, health perceptions in Delhi as it is the sole element that has better pick up in Delhi compared to others. In a growing SDC market like Delhi ‘I love you Rasna’ has a lower pick up. 45 65 <ul><li>‘ I love you Rasna’ </li></ul>22 9 <ul><ul><li>Nagpur has the best oranges </li></ul></ul>80 58 <ul><li>Nagpur orange </li></ul>94 77 <ul><li>Orange flavour </li></ul>91 86 <ul><li>Boy is happy on getting Rasna/Hugs mother/Says ‘I love you mummy’ </li></ul>97 90 <ul><li>Mother gives Rasna to boy </li></ul>61 66 <ul><li>Boy is sad </li></ul>95 93 <ul><li>Mother says no Rasna even if you work/you have already drunk four glasses </li></ul>101 315 Base : All respondents % 94 94 <ul><li>Boy offers to do household work for Rasna </li></ul>Delhi All Aspects recalled
  42. 42. WHY IS ECONOMY RECEIVED TO A BETTER EXTENT IN CHENNAI Familiarity with Rasna is perhaps the contributor to better economy perceptions in Chennai. The pick up of the 32 glass pack is lower there. 109 315 Base : All respondents 3 All 2 <ul><li>32 glass pack </li></ul>Chennai %
  43. 43. IN SUM <ul><li>The Rasna ad leads on noticeability in a clutter. </li></ul><ul><li>It has high motivation power. </li></ul><ul><li>The key messages that are received (and drive motivation) are taste, suitability for children, ease of preparation. The other messages received are economy, health, refreshing drink. </li></ul><ul><li>The key contributors to the messages are - </li></ul>Familiarity with Rasna <ul><li>Freshness </li></ul>Nagpur orange, suitability for children. <ul><li>Health </li></ul>Familiarity with Rasna. The 32 glass pack does not add. In fact, it is not picked up. <ul><li>Economy </li></ul>Mixing shot In fact, it cues ‘sweetened powder’ in a growing SDC market. <ul><li>Ease of preparation </li></ul>The storyline – child’s eagerness to do anything for Rasna, his sadness at his mother’s refusal, his happiness on getting Rasna. The tagline Orange flavour – specifically Nagpur orange. <ul><li>Taste </li></ul>The storyline, specifically, the child shown <ul><li>Suitability for children </li></ul>
  45. 45. THE RASNA ‘NAGPUR’ ORANGE TVC <ul><li>It communicates the intended messages very well. </li></ul><ul><li>And, the messages are well integrated into the storyline and drive motivation. </li></ul><ul><li>Recommend continuing with the TVC as is. </li></ul><ul><li>The TVC has excellent clutter through. </li></ul><ul><li>Its motivation power is very high. </li></ul>
  46. 46. NAGPUR ORANGE <ul><li>Typifying the orange and appropriating the property of best orange (Nagpur orange) has enhanced Rasna perceptions. </li></ul><ul><ul><li>In markets where Nagpur orange is received to a greater extent taste, health, fresh product is better received. </li></ul></ul>Associating the Rasna flavour with the ‘best’ in that flavour is a step in the right direction. Worthwhile reinforcing in the pack as well.
  47. 47. SOME CONSIDERATIONS FOR THE NEXT SEASON <ul><li>‘ SDC ’ is not picked up, specifically in growing (not so strong) SDC markets (like Delhi). </li></ul><ul><li>Could consider communicating ‘ SDC ’ without detracting from the motivation power. </li></ul><ul><ul><li>Reinforcing the audio on ‘mixing’ in the product window. </li></ul></ul><ul><ul><li>Hindi/vernacular super on the need to add sugar. </li></ul></ul>
  48. 48. ECONOMY <ul><li>Economy is a key driver for Rasna. </li></ul><ul><li>Is not picked up in the current communication, specifically, in growing (not so strong) markets like Delhi. </li></ul><ul><ul><li>The key cue to economy ’32 glass pack’ is not picked up. </li></ul></ul>Or Could consider running a separate ‘economy’ ad in growing (not so strong) SDC markets. <ul><li>Could consider heightening economy perceptions without detracting from the motivation power of the ad. </li></ul><ul><ul><li>Showing more glasses filled with Rasna in the pack shot ? </li></ul></ul>
  49. 49. APPENDIX 1
  50. 50. THE HOUSEHOLD Base : All respondents : Delhi – 101, Pune – 105, Chennai - 109 7403 4875 5034 Average (in Rs) SEC Monthly family income
  51. 51. DURABLES OWNED 30 13 16 <ul><li>B&W TV </li></ul>88 49 90 <ul><li>C&S connection </li></ul>72 87 94 <ul><li>Colour TV </li></ul>109 105 101 Base : All respondents 35 59 97 <ul><li>Refrigerator </li></ul>Chennai Pune Delhi Durables owned %
  52. 52. THE HOUSEWIFE 3 17 3 <ul><li>41 – 45 </li></ul>26 16 25 <ul><li>36 – 40 </li></ul>23 15 30 <ul><li>31 – 35 </li></ul>28 39 31 <ul><li>26-30 </li></ul>20 12 12 <ul><li>20-25 </li></ul>Chen Pune Delhi Age (in years) % 7 17 46 <ul><li>Graduate/Post graduate </li></ul>6 3 1 <ul><li>Some college but not graduate </li></ul>61 54 42 <ul><li>SSC/HSC/+2 </li></ul>27 26 12 <ul><li>School </li></ul>Chen Pune Delhi Education of housewife % 3 6 8 <ul><li>Working full time </li></ul>- 6 2 <ul><li>Working – part time </li></ul>97 89 90 <ul><li>Not working </li></ul>109 105 101 Base : All respondents Chen Pune Delhi Housewife – working status %