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ADVERTISING STRATEGY
PRESENTED BY : ANKIT PRASHAR (MT14IND005)
DINESH NIKAM (MT14IND013)
DEPARTMENT : MECHANICAL ENGINEERING
BRANCH : INDUSTRIAL ENGINEERING (2014-2015)
INSTITUTE NAME : VNITADVERISING STRATEGY
WHAT DOES ADVERTISING MEAN
 Advertising simply mean a way of communication that
reaches all types of sector.
 It provides information & creates awareness among people
relating to a product or service.
 It attracts attention create interest develop desire &
promote action
DEFINATION
 Any paid form of non-personal presentation and
promotion of ideas, goods or services by an
identified sponsor.
ADVERISING STRATEGY 2
HISTORY OF ADVERTISEMENT
 In 1704 the first newspaper advertisement, an
announcement seeking a buyer for an oyster in
Long Island Estate was published in Boston News
Letter.
 The first radio commercial was on August 28, 1922
in WEAF, New York for Queensboro Real Estate
Corporation.
 The world’s first Television Advertisement was
broadcasted in July 1, 1941 by watchmaker
Bulova on New York station before a baseball.
ADVERISING STRATEGY 3
KEY OF DEVELOPING ADVERISING PROGRAM
1. Setting Advertising Objective
2. Setting Advertising Budget
3. Developing Advertising Strategy
a) Message Decision
b) Media Decision.
4. Evaluating Advertising Campaigns
ADVERISING STRATEGY 4
SETTING ADVERTISING OBJECTIVE
 It is a specific communication task to be accomplished
with a specific target audience during specific period of
time.
 It should be based on past decision, target market
marketing mix which define the job that advertising must
do in the total marketing program.
ADVERISING STRATEGY 5
POSSIBLE ADVERTISING OBJECTIVE
 INFORMATIVE ADVERTISING:
 It tell the market about a new product, suggesting new
uses for product, informing the market of a price change
or explaining how product works.
 PERSUASIVE ADVERTISING:
 It building brand preference ,encouraging switching to
your brand or changing customer’s perception of product
attribute.
 REMINDER ADVERTISING:
 Remind the consumer that particular product will need in
future & where to buy it.
ADVERISING STRATEGY 6
SETTING THE ADVERTISING BUDGET
 Advertising budget depends upon its Stage in the
Product Life Cycle & Market Share.
 Common method for setting advertising budget
are:
I. Affordable method.
II. Percentage of sale method.
III. Competitive-parity method.
IV. Objective & task method.
ADVERISING STRATEGY 7
DEVELOPING ADVERTISING STRATEGY
 Advertising strategy has two element i.e Creating
Message & Selecting Media.
 CREATING ADVERTISING MESSAGE:
 Advertising can only get succeed if advertisement gain
attention & communicate well.
 The first step of creating advertising message is to decide
what message has to communicate to customer.
 Effective Message strategy begins with identifying
customer benefit that can be used as advertising appeals.
 Advertising message may be visualization or a phrase.
ADVERISING STRATEGY 8
SELECTING ADVERTISING MEDIA
 The major steps in media selection are:
I. Deciding on reach, frequency & impact.
II. Choosing among major media type.
III. Selecting specific media vehicle.
IV. Deciding media timing.
ADVERISING STRATEGY 9
EVALUATING ADVERTISEMENT
 While evaluating advertising we evaluate both the
Communication effect & Sales effect.
 COMMUNICATION EFFECT:
 It tells weather ad communicate the message well or not.
 It can be measure how the ad affect consumer recall or
product awareness, knowledge & preference.
 SALES EFFECT:
 By measuring by what sales is caused by ad.
 Sale effect of advertisement is very hard to measure
because sale is affected by many factor.
ADVERISING STRATEGY 10
TYPES OF ADVERTISEMENT
1) Out-Door Advertisement
2) In-Door Advertisement
3) Non-Product Advertisement
4) Radio Advertisement
5) T.V Advertisement
6) Classified Advertisement
7) International Advertisement
8) National Advertisement
9) Local Advertisement
10) Online AdvertisementADVERISING STRATEGY 11
PROSS & CONS OF MEDIA TYPE
 NEWS PAPER:
 It has flexibility, timeliness, good local market coverage,
broad acceptability & high believability.
 But it has short life, poor reproduction quality & small
pass-along audience.
 TELIVISION:
 It has good mass market coverage, low cost per exposure,
combine sight, sound, & motion.
 But hs high absolute cost, fleeting exposure & less
audience selectivity.
ADVERISING STRATEGY 12
CONTINUE..
 RADIO:
 It has good local acceptance, high geographical &
demographic selectivity & has low cost.
 But has audio only, Fleeting exposure, low attention.
 MAGAZINE:
 It has high geographical & demographic selectivity, high
quality reproduction, long life & good pass-along
readership.
 But has long purchase lead time, high cost & no guarantee
of position.
ADVERISING STRATEGY 13
CONTINUE..
 OUT DOOR:
 It has flexibility, high repeat exposure, low cost, low
message competition & good positional selectivity.
 But has little audience selectivity & creative limitation.
 DIRECT MAIL:
 It has high audience selectivity, flexibility & allow
personalization.
 But relative high cost per exposure & problem of junk
mail.
ADVERISING STRATEGY 14
NEED OF ADVERTISEMENT
 It enables the customer to compare a choose from the
product and the services available.
 It helps to manufacturer to communicate to an audience
whether to sell a product or promote a cause of social
welfare.
 Advertising stimulates increase in production and
consequently generates more employment.
 Advertising is an essential and integral to the marketing
system.
ADVERISING STRATEGY 15
CASE STUDY
ADVERISING STRATEGY 16
ABOUT FEVICOL
 The Fevicol story began in 1959, when the Parekh Group
floted Pidilite Industries to capitalize the potential market
for synthetic resin adhesive in India.
Competitors :
 Araldite
 Bondtide
 Locite
 Dendrite
 Company decided to enter in to retail market with
collapsible tube & with different packaging for different
segment of customer.
 The first product line extension was a 30 gram collapsible
tube in 1970 for student, professional & educational
institution.
ADVERISING STRATEGY 17
CONTINUE…
 Fevicol is marketed in 54 countries worldwide.
 In India alone it is available at over 60,000 stores across the
country.
 Fevicol is ranked amongst the most trusted brands in India.
 It was ranked No. 1 in the Household Care segment of the Most
Trusted Brands in India for 2007-08 by Brand Equity
 The market segment of Fevicol includes
 Carpenters
 Interior designers
 Architects
 Dealers
 Household owners who influence choice of adhesiveADVERISING STRATEGY 18
ABOUT AD OF FEVICOL
 One of the main reason for Fevicol’s popularity is the
creative marketing strategy created by Ogilvy & Mather.
 Fevicol advertisement over the year have always been
remembered.
 Ex- Right from Bob Cristo wrestling with a chair made of
Fevicol to a politician who is glued to his chair or to the
hen laid unbreakable egg, or overflowing bus which refuge
to fall apart.
 Fevicol advertisement always connect people with humor.
ADVERISING STRATEGY 19
CONTINUE..
 Connecting with carpenters:
 Over the year Fevicol has introduced a series of programs
for carpenters.
 Fevicol introduce Fevicol Furniture Book which showcased
furniture design which enlighten the carpenters on new
design & also help in building awareness for the brand.
 The Fevicol Champion’s club (FCC) was another initiative
introduced by company. It served as platform for
carpenters to increase their social interaction.
 Company start sponsoring activities to build relation with
families of the carpenters.
ADVERISING STRATEGY 20
CONTINUE..
 Connecting people with humour:
 The creative strategy that Oglivy & Mather has employed
for Fevicol is “to make bonding a fevicol attribute” & its
advertising has used humour to convey this meaning.
 Catch phrases from popular Fevicol TV adds like “Dum
laga kar haisa Zor laga kar haisya”, “Fevicol ka majboot
jodh hai tooteganahi” and “Pakade rehna chhodana nahi”
all this has humour in background.
ADVERISING STRATEGY 21
ADVERTISING BY FEVICOL OVER THE YEAR
 Dum laga ke haisha ad (1989).
ADVERISING STRATEGY 22
CONTINUE..
 Hen laying unbreakable eggs (1998).
ADVERISING STRATEGY 23
CONTINUE..
 Man’s shadow refusing to follow him as it gets
stuck to a Fevicol logo.(2000)
ADVERISING STRATEGY 24
CONTINUE..
 Ad on Kashmir issue(2010).
ADVERISING STRATEGY 25
ADVERTISING STRATEGIES OF FEVICOL
 HUMOROUS
 MEMORABLE
 ENTERTAINING
 CONECTION WITH COUNTRY
ADVERISING STRATEGY 26
HINDU MYTHOLOGY
ADVERISING STRATEGY 27
INDIAN CULTURE
 Fevicol - Joint Family - TVCs.mp4
ADVERISING STRATEGY 28
POLITICS
ADVERISING STRATEGY 29
CRICKET
“ Cricket hi to hai desh ka Fevicol ”
ADVERISING STRATEGY 30
POPULATION
ADVERISING STRATEGY 31
BOLLYWOOD
ADVERISING STRATEGY 32
LOVE
ADVERISING STRATEGY 33
ON COMPLETION 50 YEARS
 Funny Memorable Moochwali Fevicol Ad.mp4
ADVERISING STRATEGY 34
PRODUCT EXTENTION
ADVERISING STRATEGY 35
FINDINGS
 High recall value of Fevicol reflects that the advertising
expense made by organization has will covered human
mind space.
 Excellent advertising strategies of fevicol made the brand
as most recognizable brand.
 54% of the customer make their purchase decisions on the
basis of advertisements.
 Advertising helps at large extent in influencing the
prospect for generating first purchase of product.
 In Ads of Fevicol the natural activities are linked with
unnatural sequences, that lead to have word-of-mouth-
marketing of product and a remarkable amount of sales is
generated through this.
ADVERISING STRATEGY 36
SUGESSTIONS
 Fevicol is known to make advertisements and ad
campaigns that are grounded and which depict India’s true
essence through simple ideas. The recent advertisements
of Fevicol Marine and Raksha Bandhan have failed to
accomplish this.
 Wishing Happy Raksha Bandhan in Fevicol Style!.mp4
 According to us, they should stick to the formula that has
worked well for them for over the years. which is humor
and simplicity, unless they have something revolutionary.
ADVERISING STRATEGY 37
 The brand has done exceptionally well in all spheres, such as, brand
activation, television commercials, CSR activities and has had brilliant
marketing strategies.
 Their presence in print has been comparatively less. Their print
ads have been remarkable nonetheless. The earlier ads (India map and
Tree ads) had a mass appeal but the newer ones (Magnets and Cut
Copy ads) although extremely witty fail to be understood by the not
so educated consumers in the country,
ADVERISING STRATEGY 38
REFRANCE
 Kotler, Philip, Keller, Kevin Lane, Koshy, Abrahan, & Jha,
Mithileshwar. (2009). Marketing Management (13th ed.).
Dorling Kindersley: pearson education in south Asia.
 < http://www.academia.edu/8267158/Fevicol_Final >
 < http://www.slideshare.net/imransayed14/measuring-
effectiveness-of-fevicol-advertisements >
 < https://www.youtube.com/watch?v=0CokBVtn73o >
ADVERISING STRATEGY 39
THANK YOU
ADVERISING STRATEGY 40

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Advertising strategy case study

  • 1. ADVERTISING STRATEGY PRESENTED BY : ANKIT PRASHAR (MT14IND005) DINESH NIKAM (MT14IND013) DEPARTMENT : MECHANICAL ENGINEERING BRANCH : INDUSTRIAL ENGINEERING (2014-2015) INSTITUTE NAME : VNITADVERISING STRATEGY
  • 2. WHAT DOES ADVERTISING MEAN  Advertising simply mean a way of communication that reaches all types of sector.  It provides information & creates awareness among people relating to a product or service.  It attracts attention create interest develop desire & promote action DEFINATION  Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. ADVERISING STRATEGY 2
  • 3. HISTORY OF ADVERTISEMENT  In 1704 the first newspaper advertisement, an announcement seeking a buyer for an oyster in Long Island Estate was published in Boston News Letter.  The first radio commercial was on August 28, 1922 in WEAF, New York for Queensboro Real Estate Corporation.  The world’s first Television Advertisement was broadcasted in July 1, 1941 by watchmaker Bulova on New York station before a baseball. ADVERISING STRATEGY 3
  • 4. KEY OF DEVELOPING ADVERISING PROGRAM 1. Setting Advertising Objective 2. Setting Advertising Budget 3. Developing Advertising Strategy a) Message Decision b) Media Decision. 4. Evaluating Advertising Campaigns ADVERISING STRATEGY 4
  • 5. SETTING ADVERTISING OBJECTIVE  It is a specific communication task to be accomplished with a specific target audience during specific period of time.  It should be based on past decision, target market marketing mix which define the job that advertising must do in the total marketing program. ADVERISING STRATEGY 5
  • 6. POSSIBLE ADVERTISING OBJECTIVE  INFORMATIVE ADVERTISING:  It tell the market about a new product, suggesting new uses for product, informing the market of a price change or explaining how product works.  PERSUASIVE ADVERTISING:  It building brand preference ,encouraging switching to your brand or changing customer’s perception of product attribute.  REMINDER ADVERTISING:  Remind the consumer that particular product will need in future & where to buy it. ADVERISING STRATEGY 6
  • 7. SETTING THE ADVERTISING BUDGET  Advertising budget depends upon its Stage in the Product Life Cycle & Market Share.  Common method for setting advertising budget are: I. Affordable method. II. Percentage of sale method. III. Competitive-parity method. IV. Objective & task method. ADVERISING STRATEGY 7
  • 8. DEVELOPING ADVERTISING STRATEGY  Advertising strategy has two element i.e Creating Message & Selecting Media.  CREATING ADVERTISING MESSAGE:  Advertising can only get succeed if advertisement gain attention & communicate well.  The first step of creating advertising message is to decide what message has to communicate to customer.  Effective Message strategy begins with identifying customer benefit that can be used as advertising appeals.  Advertising message may be visualization or a phrase. ADVERISING STRATEGY 8
  • 9. SELECTING ADVERTISING MEDIA  The major steps in media selection are: I. Deciding on reach, frequency & impact. II. Choosing among major media type. III. Selecting specific media vehicle. IV. Deciding media timing. ADVERISING STRATEGY 9
  • 10. EVALUATING ADVERTISEMENT  While evaluating advertising we evaluate both the Communication effect & Sales effect.  COMMUNICATION EFFECT:  It tells weather ad communicate the message well or not.  It can be measure how the ad affect consumer recall or product awareness, knowledge & preference.  SALES EFFECT:  By measuring by what sales is caused by ad.  Sale effect of advertisement is very hard to measure because sale is affected by many factor. ADVERISING STRATEGY 10
  • 11. TYPES OF ADVERTISEMENT 1) Out-Door Advertisement 2) In-Door Advertisement 3) Non-Product Advertisement 4) Radio Advertisement 5) T.V Advertisement 6) Classified Advertisement 7) International Advertisement 8) National Advertisement 9) Local Advertisement 10) Online AdvertisementADVERISING STRATEGY 11
  • 12. PROSS & CONS OF MEDIA TYPE  NEWS PAPER:  It has flexibility, timeliness, good local market coverage, broad acceptability & high believability.  But it has short life, poor reproduction quality & small pass-along audience.  TELIVISION:  It has good mass market coverage, low cost per exposure, combine sight, sound, & motion.  But hs high absolute cost, fleeting exposure & less audience selectivity. ADVERISING STRATEGY 12
  • 13. CONTINUE..  RADIO:  It has good local acceptance, high geographical & demographic selectivity & has low cost.  But has audio only, Fleeting exposure, low attention.  MAGAZINE:  It has high geographical & demographic selectivity, high quality reproduction, long life & good pass-along readership.  But has long purchase lead time, high cost & no guarantee of position. ADVERISING STRATEGY 13
  • 14. CONTINUE..  OUT DOOR:  It has flexibility, high repeat exposure, low cost, low message competition & good positional selectivity.  But has little audience selectivity & creative limitation.  DIRECT MAIL:  It has high audience selectivity, flexibility & allow personalization.  But relative high cost per exposure & problem of junk mail. ADVERISING STRATEGY 14
  • 15. NEED OF ADVERTISEMENT  It enables the customer to compare a choose from the product and the services available.  It helps to manufacturer to communicate to an audience whether to sell a product or promote a cause of social welfare.  Advertising stimulates increase in production and consequently generates more employment.  Advertising is an essential and integral to the marketing system. ADVERISING STRATEGY 15
  • 17. ABOUT FEVICOL  The Fevicol story began in 1959, when the Parekh Group floted Pidilite Industries to capitalize the potential market for synthetic resin adhesive in India. Competitors :  Araldite  Bondtide  Locite  Dendrite  Company decided to enter in to retail market with collapsible tube & with different packaging for different segment of customer.  The first product line extension was a 30 gram collapsible tube in 1970 for student, professional & educational institution. ADVERISING STRATEGY 17
  • 18. CONTINUE…  Fevicol is marketed in 54 countries worldwide.  In India alone it is available at over 60,000 stores across the country.  Fevicol is ranked amongst the most trusted brands in India.  It was ranked No. 1 in the Household Care segment of the Most Trusted Brands in India for 2007-08 by Brand Equity  The market segment of Fevicol includes  Carpenters  Interior designers  Architects  Dealers  Household owners who influence choice of adhesiveADVERISING STRATEGY 18
  • 19. ABOUT AD OF FEVICOL  One of the main reason for Fevicol’s popularity is the creative marketing strategy created by Ogilvy & Mather.  Fevicol advertisement over the year have always been remembered.  Ex- Right from Bob Cristo wrestling with a chair made of Fevicol to a politician who is glued to his chair or to the hen laid unbreakable egg, or overflowing bus which refuge to fall apart.  Fevicol advertisement always connect people with humor. ADVERISING STRATEGY 19
  • 20. CONTINUE..  Connecting with carpenters:  Over the year Fevicol has introduced a series of programs for carpenters.  Fevicol introduce Fevicol Furniture Book which showcased furniture design which enlighten the carpenters on new design & also help in building awareness for the brand.  The Fevicol Champion’s club (FCC) was another initiative introduced by company. It served as platform for carpenters to increase their social interaction.  Company start sponsoring activities to build relation with families of the carpenters. ADVERISING STRATEGY 20
  • 21. CONTINUE..  Connecting people with humour:  The creative strategy that Oglivy & Mather has employed for Fevicol is “to make bonding a fevicol attribute” & its advertising has used humour to convey this meaning.  Catch phrases from popular Fevicol TV adds like “Dum laga kar haisa Zor laga kar haisya”, “Fevicol ka majboot jodh hai tooteganahi” and “Pakade rehna chhodana nahi” all this has humour in background. ADVERISING STRATEGY 21
  • 22. ADVERTISING BY FEVICOL OVER THE YEAR  Dum laga ke haisha ad (1989). ADVERISING STRATEGY 22
  • 23. CONTINUE..  Hen laying unbreakable eggs (1998). ADVERISING STRATEGY 23
  • 24. CONTINUE..  Man’s shadow refusing to follow him as it gets stuck to a Fevicol logo.(2000) ADVERISING STRATEGY 24
  • 25. CONTINUE..  Ad on Kashmir issue(2010). ADVERISING STRATEGY 25
  • 26. ADVERTISING STRATEGIES OF FEVICOL  HUMOROUS  MEMORABLE  ENTERTAINING  CONECTION WITH COUNTRY ADVERISING STRATEGY 26
  • 28. INDIAN CULTURE  Fevicol - Joint Family - TVCs.mp4 ADVERISING STRATEGY 28
  • 30. CRICKET “ Cricket hi to hai desh ka Fevicol ” ADVERISING STRATEGY 30
  • 34. ON COMPLETION 50 YEARS  Funny Memorable Moochwali Fevicol Ad.mp4 ADVERISING STRATEGY 34
  • 36. FINDINGS  High recall value of Fevicol reflects that the advertising expense made by organization has will covered human mind space.  Excellent advertising strategies of fevicol made the brand as most recognizable brand.  54% of the customer make their purchase decisions on the basis of advertisements.  Advertising helps at large extent in influencing the prospect for generating first purchase of product.  In Ads of Fevicol the natural activities are linked with unnatural sequences, that lead to have word-of-mouth- marketing of product and a remarkable amount of sales is generated through this. ADVERISING STRATEGY 36
  • 37. SUGESSTIONS  Fevicol is known to make advertisements and ad campaigns that are grounded and which depict India’s true essence through simple ideas. The recent advertisements of Fevicol Marine and Raksha Bandhan have failed to accomplish this.  Wishing Happy Raksha Bandhan in Fevicol Style!.mp4  According to us, they should stick to the formula that has worked well for them for over the years. which is humor and simplicity, unless they have something revolutionary. ADVERISING STRATEGY 37
  • 38.  The brand has done exceptionally well in all spheres, such as, brand activation, television commercials, CSR activities and has had brilliant marketing strategies.  Their presence in print has been comparatively less. Their print ads have been remarkable nonetheless. The earlier ads (India map and Tree ads) had a mass appeal but the newer ones (Magnets and Cut Copy ads) although extremely witty fail to be understood by the not so educated consumers in the country, ADVERISING STRATEGY 38
  • 39. REFRANCE  Kotler, Philip, Keller, Kevin Lane, Koshy, Abrahan, & Jha, Mithileshwar. (2009). Marketing Management (13th ed.). Dorling Kindersley: pearson education in south Asia.  < http://www.academia.edu/8267158/Fevicol_Final >  < http://www.slideshare.net/imransayed14/measuring- effectiveness-of-fevicol-advertisements >  < https://www.youtube.com/watch?v=0CokBVtn73o > ADVERISING STRATEGY 39