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 LtdAdvertisement published in the November 2010 issue of Powerline (India‟s 1 st 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: 1989Headquarters: Oklahoma City, USADomain: Petroleum - Natural GasChesapeake President and CEO: Aubrey K.McClendonAd 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 torecognize it wherever they see it, they hear about it or think about it. It should stand out in acrowd 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 isthe company which fulfil the dream of young generation.Starts off with the reliabilitySuccess 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 istalking about its rank and company’s strength. They are trying to portrait them self assecurity provider of India in energy domain.TheySubsidiary 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 ONGCOverseas 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 SuperbrandWhether 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 companyBrand 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.