David Aaker’s Ad Exposure Model - Aquaguard

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Another class room presentation prepared by a group of students that looks explains the David Aaker’s Ad Exposure Model using the brand - Euroforbes Aquaguard

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David Aaker’s Ad Exposure Model - Aquaguard

  1. 1. Part - II David Aaker’s Ad Exposure Model - Aquaguard
  2. 2. Group Members  Pratikshya Mishra - 601  Gaurav Matai - 667  Neha Patwari - 668  Tanushree Kulkarni - 671  Reema Bhagia - 690  Kanksha Raina - 712
  3. 3. Selected Brand  Eureka Forbes  Aquaguard Water Purification System
  4. 4. History – Eureka Forbes  Established in 1982 as a joint venture between the Tata Group,based in Mumbai, and Electrolux of Sweden  A Shapoorji Pallonji Company since 2002.  Introduced the direct selling concept in India  A Rs. 17,767 million multi-product, multi-channel organisation
  5. 5. In the Current Market  Eureka Forbes has over eight million satisfied customers  A reach of over 450 cities and towns through 18,000 dealers  Asia’s largest direct sales force  Aquaguard - flagship water purifier brand  Sold through the direct sales channel  AquaSure is the range of water purifiers sold through retailers  70% of Eureka Forbes’ turnover comes from the water purifier segment – Aquaguard and AquaSure  Sales:
  6. 6. Market Share  52% market share in the Rs 3,200 crore water purifier segment, with its brand Aquaguard.
  7. 7. Products
  8. 8. 30 years of Leadership across technologies
  9. 9. David Aaker’s Ad Exposure Model  Explains the effect of advertising &marketing communication on brand building (attitude formation & purchase behavior)
  10. 10. Route used by Eureka Forbes for Aquaguard  Route 1 (pull strategy)
  11. 11. Ad exposure  TV  Print  Internet / digital media  Taglines:  Your Friend For Life  Safe Water: Every Indian’s Birthright  Paani Ka Doctor  Sehat Ki Awaaz
  12. 12. Socially Connected •Among India’s top 5 corporate websites •WAP Ready
  13. 13.  All social media communication plans executed through the official Eureka Forbes accounts  Facebook communications through official Eureka Forbes Page  3 Fan generated Pages on facebook  +6 Lakh Fans
  14. 14.  Lead management - Instant call connect in 130 cities with Eurochamps mapped by pincode .. all in 30 seconds.  Each month attracting 200,000 unique visitors resulting in over 10,000 sales & 6,000 service enquiries each month
  15. 15. Awareness generation  Ads focused on the functional benefits of water purification  Use the classic problem-solution-happiness format that is routine to Eureka Forbes.  In 2004, it moved into the broader, quasi- philosophical sphere of the life-enriching connotations of water; the spiritual significance of pure water
  16. 16. The advertising for Aquaguard always revolved around an affable Eureka Forbes salesman's knock on a prospective customer's door; so much so that the Eureka Forbes salesman and the problem-solution format virtually became intrinsic to Aquaguard advertising.
  17. 17. Attributes & Benefits  Technologically advanced (RO, UV technology with “Robocleanz”)  “healthiest water on earth”  13 product variants ranging from Rs 1,899 to 27,990  SMP = Sweetness + Minerals + Purity  E-boiling+, UV+, RO+
  18. 18.  Table top facility: can be kept anywhere  Bottle holding tray: glass can be filled directly  High performance, durable, environment-friendly  Easily available  Free installation, demonstration  Good after-sales customer service  Proof of purity, guarantee/warranty on product
  19. 19. Brand Image / Personality  Sincere  Caring  Successful  Modern  Reliable  Competent  Helpful  Environment Conscious
  20. 20. Feelings  Rational: Health-conscious; concerned about hygiene and safety  Emotional: Motherly; caring, loving, and protective  Positioning: Rational (functional benefits) + Emotional (exploitation of mother-child relationship sentiment)
  21. 21. Peers, Experts & Group Norms
  22. 22. Peers, Experts & Group Norms  Peers:  Trusted by over 10 million mothers  Experts:  Endorsed by Indian Medical Association - guarantee of 1,78,000 doctors  Certified by 105 labs across the globe  30-day money back guarantee  Celebrity endorsement:  Initially, used Smriti Irani of Kyunki Saas Bhi Kabhi Bahu Thi fame for Aquasure – wise, trusted family advisor  Affected the Aquaguard brand also
  23. 23. Awards and Recognitions – 1. Reader's Digest Trusted Brand 2012 2. Limca : Book of Records - National Record 2012 3. Brand Watch Bengal - Bengal's Best 2011 4. Business Superbrand 2011 5. Business Superbrand 2011 6. Computer Society of India award 2011 7. Internet Digital Media Awards - Best use of Technology 8. Express Computer Technology Senate Awards 9. Business Continuity Institute – Special Recognition Award 11. UNESCO Water Digest Award 12. Received three 'Distinguished' recognitions – Distinguished Water R&D and Technological Breakthrough for Aquaguard Total Sensa Distinguished Best Domestic UV Water Purifier for Aquaguard Total Infiniti Distinguished Upcoming Water Company for Forbes Water. 12. Super Brand - Aquaguard 2009-10
  24. 24. Brand attitude  Very good Customer Relationship Management  Therefore, development of favorable attitude  Preference for the brand and first in the market advantage means Aquaguard is somewhat synonymous with water purifier
  25. 25. Purchase behavior  High brand loyalty  Lifelong usage – Your Friend For Life

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