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Advertising1

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Advertising1

  1. 1. ADVERTISING PLANNING CYCLE Where are we? ↓ Why are we? ↓ Where could/should we be? ↓ How could we get there? ↓ Are we getting there? ↓ Where are we?
  2. 2. ADVERTISING STRATEGY BASED ON COMPANY PLAN ↓ THE INDIVIDUAL BRAND’S MARKETING STRATEGY ↓ THE BRAND’S ADVERTISEMENT STRATEGY
  3. 3. <ul><li>OBJECTIVES FOR THE ADVERTISING CAMPAIGN: </li></ul><ul><ul><ul><li>. </li></ul></ul></ul><ul><ul><ul><li>THE TARGET AUDIENCE </li></ul></ul></ul><ul><ul><ul><li>. THE PROPOSITION </li></ul></ul></ul><ul><ul><ul><li>. THE WAYS IN WHICH THE CAMPAIGN SHOULD WORK </li></ul></ul></ul>
  4. 4. DEFINING TARGET AUDIENCE 1.NEW USERS ENTERING A GROWING MARKET 2.NEW USERS ENTERING A GROWING MARKET SEGMENT FROM A DIFFERENT SEGMENT 3.ATTRACTING USERS OF OTHER BRANDS WITHIN THE MARKET SEGMENT 4.INCREASED USAGE FREQUENCY 5.INCREASED USAGE QUANTITY THROUGH GENERATING NEW USERS 6.RETAIN EXISTING USERS AND MAINTAINING THEIR USAGE FREQUENCY/QUANTITY
  5. 5. <ul><li>MARKETERS ARE ADVISED TO EVALUATE THE OVERALL TRENDS IN THE MARKET, IN THE MARKET SEGMENT, AND FOR THE BRAND AND THEN DECIDE: </li></ul><ul><ul><ul><li>. HOW MUCH TO INCREASE THE PENETRATION BY ATTRACTING NEW USERS ( 1,2,3 & 6 ABOVE) </li></ul></ul></ul><ul><ul><ul><li>. HOW MUCH TO INCREASE PURCHASE FREQUENCY BY CURRENT USERS (4 & 6 ABOVE) </li></ul></ul></ul><ul><ul><ul><li>. EXPLORE NEW USAGE OCCASIONS (5 & 6 ABOVE) </li></ul></ul></ul>
  6. 6. <ul><li>PROPOSITION </li></ul><ul><li>DESCRIPTION OF THE ELEMENTS THAT DISTINGUISH THE BRAND ADVERTISED FROM ALL OTHER BRANDS </li></ul><ul><ul><ul><li>. </li></ul></ul></ul><ul><ul><ul><li>THE SIGNALS AND ARGUMENTS THAT PLACE THE BRAND IN THE TARGET AUDIENCE’S MIND ARE “ MOTIVATORS” </li></ul></ul></ul><ul><ul><ul><li>. THE FUNCTIONAL ASPECTS AND A DIFFERENT PERSONALITY ARE “DISCRIMINATORS” </li></ul></ul></ul>
  7. 7. SOME OF THE PROPOSITIONS CAN BE: PROPOSITION EXAMPLES PRODUCT CHARACTERISTICS ARIEL, WHISPER USER CHARACTERISTICS SANTRO (SHAH RUKH) TATA TEA, SPEED WAYS OF USING THE PRODUCT CADBURY’S, VIP HOW THE PRODUCT IS MADE KITPLY, DANDI PRICE CHARACTERISTICS NIRMA IMAGE CHARACTERISTICS SURF, LUX SATISFYING PSYCHOLOGICAL/ PHYSIOLOGICAL NEED PERK, KS, COMPLAN PRODUCT HERITAGE RAYMONDS, TATA DISADVANTAGE OF NON-USE HARPIC/ CEASEFIRE DIRECT COMPARISON WITH COMPETITORS THUMPS UP/ SPRITE NEWSWORTHINESS BRITTANNIA GENERIC BENEFITS DRUGS (OTC)/ DETTOL
  8. 8. ROLES OF ADVERTISEMENTS: KING CONTINUUM: DIRECT: . TAKE ACTION ( PROMOTIONAL ADVERTISEMENTS ) . SEEK INFORMATION ( LIC ) . RELATE TO NEEDS/WANTS/DESIRES ( KRACK CREAM ) . RECALL SATISFACTION/ SHORTLIST ( FAIR GLOW SOAP ) . MODIFY ATTITUDES ( PEPSI DURING MONSOON ) INDIRECT: . REINFORCE ATTITUDES ( SANTOOR: YOUNGER LOOK )
  9. 9. <ul><li>JAMES WEBB YOUNG: </li></ul><ul><li>FIVE WAYS IN WHICH ADVERTISEMENTS WORK: </li></ul><ul><ul><li>. BY FAMILIARISING ( UJALA ) </li></ul></ul><ul><ul><li>. BY REMINDING ( SURF AND COMMONSENSE ) </li></ul></ul><ul><ul><li>. BY SPREADING NEWS ( PEPSI FOR ICC ) </li></ul></ul><ul><ul><li>. BY OVERCOMING INERTIA ( WHISPER ) </li></ul></ul><ul><ul><li>. BY ADVERTISING A VALUE NOT IN THE PRODUCT ( PILLSBURY ATTA- SOFTNESS ) </li></ul></ul>
  10. 10. FCB GRID: THINK FEEL HIP LEARN – FEEL –DO FEEL –LEARN –DO (CAMERA/CARS) (SHAMPOO/OIL SACHETS) LIP DO-LEARN-FEEL DO-FEEL – LEARN (GREETING CARDS) (PERFUMES/COSMETICS)
  11. 11. THREE CRITICAL ASPECTS OF EFFECT ON VIEWERS: INVOLVEMENT : PROVIDING IMMEDIATE CHALLENGE/ INTEREST STATUS / GENERATE ENHANCEMENT LIKEABILITY: OGILVY CENTRE STUDY: INGENUITY / MEANINGFULNESS/ WARMTH/ ENERGY/ RUBS THE WRONG WAY RECALL OF COMMUNICATION: RECALL = ATTENTION + LIKING ↑ ↑ LIKEABILITY INVOLVEMENT
  12. 12. <ul><li>THOERIES OF ADVERTISEMENT: </li></ul><ul><li>1. ADVERTISEMENT CREATES BRAND AWARENESS WHICH LEADS TO BRAND PREFERENCE </li></ul><ul><li>2. DIFFERENTIATION Vs SALIENCE THEORY </li></ul><ul><li>3. ADVERTISEMENT AND ITS IMPACT ON BRAND PYRAMID </li></ul><ul><li>BRAND PYRAMID </li></ul><ul><ul><ul><li>BONDED </li></ul></ul></ul><ul><ul><ul><li>ADVANTAGE </li></ul></ul></ul><ul><ul><ul><li>PERFORMANCE </li></ul></ul></ul><ul><ul><ul><li>RELEVANCE </li></ul></ul></ul><ul><ul><ul><li>PRESENCE </li></ul></ul></ul><ul><li>4. NO-BRANIER THEORY </li></ul>
  13. 13. <ul><li>CLASSIC CREATIVE APPROACHES: </li></ul><ul><ul><ul><li>. BURNETT’S “ INHERENT DRAMA” </li></ul></ul></ul><ul><ul><ul><li>REEVES’ “UNIQUE SELLING PROPOSITION” </li></ul></ul></ul><ul><ul><ul><li>OGILVY’S “ BRAND IMAGE” </li></ul></ul></ul><ul><ul><ul><li>BERBANCH’S “EXECUTION EMPHASIS” </li></ul></ul></ul><ul><ul><ul><li>TROUT AND RIES’S “ POSITIONING” </li></ul></ul></ul>
  14. 14. <ul><ul><ul><li>. VAUGHN’S “ MESSAGE MATRIX” </li></ul></ul></ul><ul><ul><ul><ul><li>THINK FEEL </li></ul></ul></ul></ul><ul><li>HIP </li></ul><ul><li>INFORMATIVE AFFECTIVE </li></ul><ul><li>Test:RECALL DIAGNOSTICS ATTITUDINAL CHANGE </li></ul><ul><li>Creative:SPECIFIC INFORMATION, EXECUTIONAL DEMONSTRATION IMPACT </li></ul><ul><li>Example: SAVLON CADBURY’S </li></ul><ul><li>LIP </li></ul><ul><li>HABIT FORMATION SELF SATISFACTION </li></ul><ul><li>Test: SALES SALES </li></ul><ul><li>Creative: REMINDER ATTENTION </li></ul><ul><li>Example: CLINIC GODREJ FAIR GLOW SOAP </li></ul><ul><li>ANTI-DANDRUFF SHAMPOO </li></ul>
  15. 15. WHAT MAKES A SUCCESSFUL ADVERTISEMENT? BRANDING : CLEAR, STRONG BRANDING CONSISTENCY : MUSIC,SOUND, SYBOLS, STYLES ETC. UNIQUENESS : DISTINCTIVE COMMUNICATION INVOLVEMENT : GENERATING IDENTIFICATION/ EMPATHY/TRIGGER POSITIVE EMOTIONS/AVOID CAUSING FEAR/CURRENT TRENDS LIKEABILITY: STORY/MAIN MESSAGE - DRAMATIC VALUE OF EXPERIENCING –ATTRACTIVE PICTURES/MUSIC RELEVANCE AND UNDERSTANDING: PLC/ NO OVER EMPHASIS/CLEAR UNDERSTANDING EXECUTION ELEMENTS: GOOD CASTING/NO SOUND INCOSISTENCIES/ ATTENTION TO DETAILS/ STORIES SHOULD NOT BE COMPLICATED/ ACOUSTICS/ FAST CUTS AND SEQENCES TO BE AVOIDED
  16. 16. ISSUES THAT AFFECT THE ADVERTISEMENT DEVELOPMENT PROCESS: MARKET INFORMATION/CONSUMER INFORMATION CREATIVE BRIEF SHORT LISTING CONCEPTS TESTING FINE-TUNING THE STORY BOARD PRODUCER’S CHOICE
  17. 17. COPY WRITING KINDS OF ADVERTISING COPY: NATIONAL ADVERTISING/ RETAIL ADVERTISING/ TRADE ADVERTISING/ INDUSTRIAL ADVERTISING/ PROFESSIONAL ADVERTISING/ NON PRODUCT OR IDEA ADVERTISING
  18. 18. <ul><li>THE INFORMATION NEEDED FOR COPY PREPARATION: </li></ul><ul><ul><li>WHAT ARE THE DESIGN AND PERFORMANCE </li></ul></ul><ul><ul><li>CHARACTERISTICS OF A GIVEN PRODUCT? </li></ul></ul><ul><ul><li>WHAT DOES IT CLAIM TO DO? </li></ul></ul><ul><ul><li>HOW DOES YOUR PRODUCT DIFFER FROM OTHERS </li></ul></ul><ul><ul><li>ON THE MARKET? </li></ul></ul><ul><ul><li>HOW IT IS PRICED? </li></ul></ul><ul><ul><li>USP? IS IT A NEW PRODUCT? PLC? </li></ul></ul><ul><ul><li>PRODUCT OF PROVED CONSUMER APPEAL? </li></ul></ul>
  19. 19. BUYING MOTIVES TO BE UNDERSTOOD BY COPY WRITER: DESIRE FOR RECOGNITION FROM ONE’S PEERS DESIRE FOR SUPERIORITY DESIRE FOR GOOD HEALTH AND LONG LIFE DESIRE FOR COMFORT DESIRE FOR APPETISING FOOD AND DRINK DESIRE FOR SECURITY DESIRE TO EARN MONEY DESIRE TO SAVE MONEY DESIRE TO PROTECT ONE’S FAMILY DESIRE TO WIN APPROVAL OF THE OPPOSITE SEX DESIRE TO SAVE TIME DESIRE TO MINIMISE LABOUR DESIRE FOR AMUSEMENT
  20. 20. COPY APPEALS ACQUISITIVENESS - ONIDA LOVE AND SEX - MOODS/ TUFF SHOES EGOTISM, STATUS OR PRESTIGE - HYUDAI ACCENT HEALTH AND VANITY - VIDEOCON/LG CURIOSITY - NESCAFE/ TITAN DUTY OR OBLIGATION - WESTERN UNION HERO WORSHIP - AB COMFORT - INDIGO SENSORY REACTION - NOKIA / KURLON OR PLEASURE FEAR - MK SWICHES/LIC HAPPY HOME LIFE - WHIRLPOOL/V-GUARD
  21. 21. CHECKLIST FOR HEADLINES: PRESENCE OF HEADLINE MUST BE ARRESTING DRAW THE READER’S INTEREST INTO THE BODY COPY SELECT THE INTERESTED POTENTIAL CUSTOMER CARRY THE MAIN SELLING PROPOSITION COMPLETE SENTENCE CONTAIN A VERB – ADD DRAMA AND ACTION PROVACATIVE HEADLINE IF NEEDED
  22. 22. CHECKLIST FOR COPY WRITING MUST INVOLVE THE SELECTED AUDIENCE SHOULD COMMUNICATE ITS OBJECTIVE CLEARLY WORK WITH THE VISUAL HELP PROVIDE IDENTITY FOR THE PRODUCT PROVIDE CONTINUITY/ MAINTAIN THE “YOU” POINT AVOID SAYING WE GIVE 50% DISCOUNT INSTEAD SAY YOU HAVE 50%. OPEN WITH CUSTOMER BENEFIT MAKE BELIEVABLE STATEMENTS SUPPORT ALL CLAIMS WITH SPECIFIC PROOF INFORM WHERE TO BUY THE PRODUCT USE LANGUAGE THAT IS APPROPRIATE, CURRENT & HONEST MAKE A CLOSING STATEMENT
  23. 23. GUIDELINES FOR CREATING EFFECTIVE RADIO COMMERCIALS ISOLATE THE OBJECTIVE OF A GIVEN COMMERCIAL OPEN WITH AN ATTENTION-GETTING SOUND DEVICE PRESENT AN INFORMATIVE MESSAGE THAT WILL CREATE PLEASANT PRODUCT ASSOCIATIONS KEEP SELLING POINTS TO A MINIMUM USE WORD TO CREATE PICTURES; USE THE SOUND OF WORDS REPEAT IMPORTANT WORDS, ELEMENTS AND NAMES AVOID OFFENDING YOUR LISTENERS WITH UNBELIEVABLE CLAIMS OR SUSPCIOUS OFFERS PERSUADE, DO NOT BULLY THE LISTENERS AVOID TOUNGE TWISTERS KEEP THE DIALOGUE BELIEVABLE AND UNFORCED MAKE YOUR ENDINGS STRONG, POSITIVE NEVER FORGET YOU ARE WRITING FOR THE EAR/MIND READ THE SCRIPT ALOUD FOR CLARITY AND TIMING KEEP THE COSTS OF PRODUCTION IN MIND
  24. 24. GUIDELINES FOR EFFECTIVE TV COMMERCIALS SINGLE OUT ONE IMPORTANT SELLING POINT OR PRODUCT BENEFIT THE VIDEO AND AUDIO MUST RELATE EACH OTHER RELY ON VIDEO TO CARRY MORE THAN HALF THE WEIGHT OF THE MESSAGE APPEAL TO YOUTH IS FULL OF ACTION TIME THE COMMERCIAL LEARN THE LANGUAGE OF TELEVISION PRODUCTION GET TO THE TELEVISION STUDIO WHEN THE COMMERCIAL IS BEING PRODUCED
  25. 25. <ul><li>Most brand advertising depends on a series of ads run over a period of time—in other words, a campaign </li></ul>The Campaign
  26. 26. <ul><li>The situation analysis is the first step in developing a campaign </li></ul>Situation Analysis
  27. 27. Planning Cycle
  28. 28. <ul><li>The Product </li></ul><ul><ul><li>What are the unique consumer benefits the product will deliver? </li></ul></ul><ul><ul><li>What is the value of the product relative to the proposed price? </li></ul></ul><ul><ul><li>Are adequate distribution channels available? </li></ul></ul><ul><ul><li>Can quality control be maintained? </li></ul></ul>Situation Analysis (continued)
  29. 29. <ul><li>Prime-Prospect Identification </li></ul><ul><li>Competitive Atmosphere and Marketing Climate </li></ul>Situation Analysis (continued)
  30. 30. <ul><li>Determine the specific claim that will be used in advertising copy </li></ul><ul><li>Consider various advertising executions </li></ul><ul><li>Develop the copy and production of advertising </li></ul>Creative Objectives and Strategy
  31. 31. <ul><li>Creative Criteria for Campaigns </li></ul><ul><ul><li>Visual Similarity </li></ul></ul><ul><ul><li>Verbal Similarity </li></ul></ul><ul><ul><li>Aural Similarity </li></ul></ul><ul><ul><li>Attitudinal Similarity </li></ul></ul>Creative Objectives and Strategy (continued)
  32. 32. <ul><li>Media Strategy </li></ul><ul><ul><li>Prospect identification </li></ul></ul><ul><ul><li>Timing </li></ul></ul><ul><ul><li>Creative Considerations </li></ul></ul><ul><li>Media Tactics </li></ul><ul><li>Media Scheduling </li></ul><ul><li>The Sales Promotion Plan </li></ul>Media Objectives
  33. 33. <ul><li>Important that every aspect of your integrated marketing communication functions as one voice </li></ul>Other Integrated Elements
  34. 34. <ul><li>Present a statement of the company’s marketing goals </li></ul><ul><li>Describe the philosophy and strategy of the advertising </li></ul><ul><li>Give reasons for believing the proposed plan will help attain firm’s objectives </li></ul>Getting the Campaign Approved
  35. 35. <ul><li>Campaign Portfolio </li></ul><ul><ul><li>Steps in preparing as national campaign for a consumer product: </li></ul></ul><ul><ul><ul><li>Situation analysis </li></ul></ul></ul><ul><ul><ul><li>Creative objectives and strategy </li></ul></ul></ul><ul><ul><ul><li>Media objectives </li></ul></ul></ul><ul><ul><ul><li>The sales-promotion plan </li></ul></ul></ul><ul><ul><ul><li>Getting the campaign approved </li></ul></ul></ul><ul><ul><ul><li>Research posttests </li></ul></ul></ul>Research — Posttests
  36. 36. BRITTANIA - MTV-BRAND EQUITY YOUTH MARKETING FORUM LML - FAIRS IN NORTH India LIBERTY SHOES - FASHION SHOW CANDICO - FAIRS IN FIVE TOWNS AMUL - RURAL DISTRIBUTION INNOVATIVE MARKETING CAMPAIGNS LIPTON YELLOW LABEL – PAINTING WALLS YELLOW NESCAFE – NESCAFE CAFES
  37. 37. <ul><li>CADBURY’S DAIRY MILK CHOCOLATE </li></ul><ul><li>USE RESEARCH TO IDENTIFY THE OBSTACLES TO INCREASE IN CONSUMPTION; </li></ul><ul><li>MAKE A BREAK WITH THE PAST EVEN IF THE OLD BENEFITS WERE STRONG; </li></ul><ul><li>REVIVE THE BRAND TO TARGET NEW SEGMENT; </li></ul><ul><li>REPOSITION THE PRODUCT CATEGORY FIRST; </li></ul><ul><li>CREATE NEW IMAGE TO APPEAL CUSTOMER’S FUTURE VALUES; </li></ul><ul><li>PROVIDE DISTRIBUTION SUPPORT TO SERVICE THE NEW CUSTOMERS. </li></ul>
  38. 38. <ul><li>HERO CYCLES - CLEVER MARKET SEGMENTATION AND WELL DEFINED BRANDING AND POSITIONING STRATEGY </li></ul><ul><li>TITAN: </li></ul><ul><ul><li>STATE OF ART TECHNOLOGY; </li></ul></ul><ul><ul><li>INNOVATION IN PRODUCT; </li></ul></ul><ul><ul><li>HIGH QUALITY; </li></ul></ul><ul><ul><li>UNPRECEDENTED CHOICE OF MODELS; </li></ul></ul><ul><ul><li>HIGH PROFILE PROMOTION; </li></ul></ul><ul><ul><li>SHOWROOM LED DISTRIBUTION; </li></ul></ul><ul><ul><li>ENVIABLE MARKETING </li></ul></ul>
  39. 39. <ul><ul><ul><ul><li>How to promote in the cut throat market </li></ul></ul></ul></ul><ul><ul><li>Speed (Dandi salt) </li></ul></ul><ul><ul><li>Innovation – Technology (Samsung) </li></ul></ul><ul><ul><li>Exploit home grown equity (Amul) </li></ul></ul><ul><ul><li>Leverage cost leadership (Nirma) </li></ul></ul><ul><ul><li>Fragment by extension (Colgate) </li></ul></ul><ul><ul><li>Region concentration (Dabur) </li></ul></ul><ul><ul><li>Tactical promos (Cease fire) </li></ul></ul>
  40. 40. FIGHTING COMPETITIONS SIX STRATEGIES FROM THE PANCHATANTRA <ul><li>PEACE - STANCHART/ANZGRINDLAYS </li></ul><ul><li>WAR - COKE /PEPSI </li></ul><ul><li>CHANGE OF BASE - SOLIDAIRE </li></ul><ul><li>ENTRENCHMENT - SMALL COMPANIES SIVAKASI </li></ul><ul><li>ALLIANCES - P&G/GODREJ </li></ul><ul><li>DUPLICITY - THUMPSUP/CAMPACOLA </li></ul>
  41. 41. HINDUSTAN MOTORS - RTV TITAN INDUTRIES - SONATA BPL CELLULAR - RURAL TARIFF UNION CARBIDE - HEAVY BRASS TORCH VELVETTE - SACHETS KMP OILS - GREEN PACKS (UP) PURPLE (ORISSA) PROGNOSTIC RURAL MARKETING STRATEGIES
  42. 42. <ul><li>IN THE PERSONAL WASH SEGMENT WITH A MARKET-SIZE OF RS 3,203 CRORE, HLL HOLDS 60.1 PER CENT, WITH NIRMA AT 12.6 PER CENT. </li></ul><ul><li>IN WASHING POWDERS, WITH A MARKET-SIZE OF RS 2,114 CRORE, HLL HAS A MARKET-SHARE OF 39.7 PER CENT, FOLLOWED BY NIRMA AT 23 PER CENT. NEW PLAYERS ARE EMERGING WITH ACES UP THEIR SLEEVES. </li></ul><ul><li>KANPUR TRADING COMPANY (KTC) HAS SO FAR CONFINED ITS MARKETING ACTIVITIES TO UP AND ADJOINING MARKETS. WITH THIS LIMITED COVERAGE, ITS BRAND GHADI HAS EMERGED AS THE LARGEST SELLING SINGLE BRAND IN UP, IS ALMOST AS BIG AS SURF AND HAS CROSSED THE RS 550-CRORE SALES MARK. </li></ul>
  43. 43. <ul><li>CHIK SHAMPOO INTRODUCED CHIK SHAMPOO SACHETS AT 50 PAISE FOR THE RURAL CUSTOMER. CHIK HAS EMERGED AS THE SECOND LARGEST SELLING SHAMPOO. </li></ul><ul><li>CADBURY REPORTEDLY WAS ABLE TO INCREASE ITS SALES BY ABOUT 19 PER CENT IN THE VERY FIRST YEAR IT LAUNCHED SMALL PACKS OF DAIRY MILK AND PERK. </li></ul><ul><li>MAHINDRA & MAHINDRA, WHILE RECENTLY LAUNCHING ITS SPORT UTILITY VEHICLE SCORPIO CONDUCTED WEEKLY QUIZZES FOR THEIR DEALERS AND SALES-FORCE, TO UPDATE THEIR PRODUCT KNOWLEDGE. </li></ul>
  44. 44. <ul><li>CHIK, COLOR PLUS, GHARI, NIRMA, SHAKTHIBHOG ATTA, PRIYAGOLD BISCUITS —SUCCEEDED NOT BECAUSE OF THE MISTAKES OF THEIR COMPETITORS, BUT BY BRINGING IN RADICAL, INNOVATIVE THINKING . </li></ul><ul><li>LARGER ESTABLISHED COMPANIES BECOME PRISONERS OF THEIR PAST SUCCESSES. BEING MORE TASK-ORIENTED, THE CUSTOMER ORIENTATION IS LOST AND SO IS CREATIVE THINKING. </li></ul><ul><li>AS PER THE A&M SURVEY OF INDIA'S TOP BRANDS 2002, THE TOP 10 BRANDS ARE: COLGATE, DETTOL, TATA, LUX, LIFEBUOY, BRITANNIA, VICKS, SURF, NIRMA AND BATA . EXCEPT NIRMA ALL THE OTHER BRANDS ARE FROM THE &quot;ESTABLISHED&quot; MARKETING STABLES. </li></ul>
  45. 45. Product Stage in the Product Life Cycle Introduction Maturity Brand Launch Maintenance Non- Durable product Durables Use of demostration and trials to create knowledge and adoption The focus is on creating an image and getting the retailer to promote Reminder, advertising and availability Demonstration with focus on opinion, leaders to educate, create favourable attitude and conviction Image building, demonstration of advantages and use of opinion leaders Retaining image and customer satisfaction
  46. 46. <ul><ul><ul><ul><li>1999-00 1995-99 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>21.9% BPL 22.3% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>11.2% VIDEOCON 22.1% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>10.9% ONIDA 17.3% </li></ul></ul></ul></ul><ul><ul><ul><ul><li> 8.3% SAMSUNG 1.2% </li></ul></ul></ul></ul><ul><ul><ul><ul><li> 7.6% LG NA 6.3% AIWA NA </li></ul></ul></ul></ul><ul><ul><ul><ul><li>5.1% PHILLIPS 11.3% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>4.5% SONY 4.0% </li></ul></ul></ul></ul><ul><ul><ul><ul><li> 4.1% AKAI 3.3% </li></ul></ul></ul></ul><ul><ul><ul><ul><li> 3.6% SHARP 4.2% </li></ul></ul></ul></ul><ul><ul><ul><ul><li> 3.2% SANSUI NA </li></ul></ul></ul></ul><ul><ul><ul><ul><li> 2.9% THOMSON 2.8% </li></ul></ul></ul></ul><ul><ul><ul><ul><li> 1.9% PANASONIC 2.8% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>1.4% CROWN 2.7% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>1.1% TEXLA NA </li></ul></ul></ul></ul>TELEVISION INDUSTRY
  47. 47. TV SECTOR – 2005-06 LG - 27.0% SAMSUNG - 14.5% ONIDA - 11.0% VIDEOCON - 8.6% SONY - 7.3% PHILLIPS - 6.3% <ul><li>KOREAN SUCCESS: </li></ul><ul><ul><li>RELENTLESS AGGRESSION </li></ul></ul><ul><ul><li>RESOURCES FOCUSED ON A SINGLE DIFFERENTIAL </li></ul></ul><ul><ul><li>LEADERSHIP IN AD SPEND </li></ul></ul><ul><ul><li>BROAD AND CONTEMPORARY PRODUCT RANGE </li></ul></ul><ul><ul><li>APPROPRIATE PRICING </li></ul></ul>
  48. 48. <ul><li>MNC STRENGTHS: </li></ul><ul><li>Deep pockets that support brand building over several years </li></ul><ul><li>Superior marketing/brand building skills </li></ul><ul><li>Ability to adapt to the local conditions </li></ul><ul><li>Back up of superior technology </li></ul><ul><li>Experience gained from operations in several markets around the globe </li></ul>
  49. 49. <ul><li>DALDA EXPERIENCE </li></ul><ul><li>INTRODUCED IN 1936 AS AN ALTERNATE FOR GHEE </li></ul><ul><li>CHEAPER THAN ANY MILK BASED FAT </li></ul><ul><li>FIRST CONSUMER PRODUCT TO BE INTRODUCED WITH DEMONSTRATIONS AND MERCHANDISING </li></ul><ul><li>NATIONAL DISTRIBUTION WITH POP DISPLAYS </li></ul><ul><li>LINE EXTENSIONS INTO COOKING OILS FAILED </li></ul><ul><li>CONSUMER BEHAVIOUR HAS CHANGED TO THE EXTENT THAT THERE IS GREATER EMPHASIS ON CHEAPER REFINED EDIBLE OILS AND HELATHY LOW CHOLESTROL OILS </li></ul><ul><li>HLL COULD NOT LEVERAGE THE STRENGTH OF DALDA FOR OTHER PRODUCTS </li></ul><ul><li>JUNE 2003, BUNGE (US) OBTAINED THE BRAND FROM HLL </li></ul>
  50. 50. INNOVATIVE MARKETING CASE STUDIES HITACHI – BHOOT / DIRECT MAILERS / USE OF CONSUMER CONTACT PROGRAMME OF JOHNY WALKER WHISKY BAJAJ FANS – LAUNCHING RELATIONSHIP MARKETING EXERCISE FOR DEALERS (sabse tez) VOLTAS - AMERICAN TECH AT CHINESE PRICES – RURAL REFRIGERATOR
  51. 51. <ul><li>BRANDS THAT HAVE SUSTAINED SUCCESS </li></ul><ul><ul><ul><ul><ul><li>HERO HONDA </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>TIGER </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>TITAN </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>BISLERI </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>RELIANCE </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>NIRMA </li></ul></ul></ul></ul></ul>
  52. 52. <ul><ul><li>DABUR VATIKA </li></ul></ul><ul><ul><li>PARACHUTE </li></ul></ul><ul><ul><li>NIHAR </li></ul></ul><ul><ul><li>BAJAJ – BRAHMI AMLA </li></ul></ul>BRANDS THAT HAVE SUSTAINED SUCCESS
  53. 53. “ No victory is permanent and one needs to sustain the territory wrested from the enemy” – You need constant aggression through promotions Panchanthanthra
  54. 54. Thank you

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