This is a brand campaign presentation for Dabur Odomos made by a group of students of Advertising and Public Relations at Indian Institute of Mass Communication, New Delhi (IIMC) as part of their college project.
Links for the videos:
Vox Pop: https://www.youtube.com/watch?v=G1VlHo7a9nY
Television Commercial 1: https://www.youtube.com/watch?v=Jbb2ojJgmn8
Television Commercial 2: https://www.youtube.com/watch?v=SXDnw84VMdY
Radio Commercial: https://www.youtube.com/watch?v=41AKaWHaPSo
This is a brand campaign presentation for Dabur Odomos made by a group of students of Advertising and Public Relations at Indian Institute of Mass Communication, New Delhi (IIMC) as part of their college project.
Links for the videos:
Vox Pop: https://www.youtube.com/watch?v=G1VlHo7a9nY
Television Commercial 1: https://www.youtube.com/watch?v=Jbb2ojJgmn8
Television Commercial 2: https://www.youtube.com/watch?v=SXDnw84VMdY
Radio Commercial: https://www.youtube.com/watch?v=41AKaWHaPSo
a mosquito repellent circuit to generate a frequency range between 20-38 kHz. As this particular frequency is known as ultra sound it distracts the female mosquitoes .To make this circuit we are using here IC-555 timer, variable resistor, capacitor and to generate this ultrasound frequency we are using piezzo buzzer.
IMR-----It is a unique microcapsule for mosquito repellant finish on polyester & its rich blend with cotton, viscose etc. Its finish applied is durable.
IR-----It is a unique mosquito repellant finish for cellulosics & natural fabrics. Vectors like mosquitoes and ticks are one of the biggest health risks in the world. A vector protection application with Alaroma-IR shows a clear reduction of bites and can pay a significant contribution to the well-being and safety of the user.
Features:
• Prevents from mosquitoes, ticks, tsetse flies etc. from landing/biting
• outstanding wash resistance & does not influence fabric color
• Suitable for combinations with many textile additives
• Will not interrupt your outdoor adventures from the threat nor shear nuisances of insects.
• Specially formulated so not to stain or damage your clothing, other fabrics, gear and equipment, including plastics or finished surfaces.
• Odourless after drying, & during spray application.
• It is Oeko-Tex Standard 100, Class I-IV compliance.
• Chemically bonds itself to the fabric fibers as a part of the drying process. The fiber bonding allows the molecules to keep on working to defend you, even though the roughest days out door sand with repeated washings.
A mosquito bite can be the cause of malaria or dengue. Repellents are useful to prevent bites. Anyone working or playing in mosquito-infested areas will find repellents very helpful.
A deep Insight into the development of the Diaper industry in the North American Market (Case Study on P&G Vs Kimberly Clark) - A paper presented by Kenoma Agbamu
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
2. "A successful branding program is based on the concept of
singularity. It creates in the mind of the prospect the perception
that there is no product on the market quite like your product."
- Al Ries
3. The Mosquito Repellent Story
With 255 species of mosquitoes believed to be responsible for
spreading diseases like malaria & dengue fever; India has a large and
growing market for mosquito repellents.
Common methods: Creams, Coils, Mats, Sprays, Vaporizers.
Anyhow the use of mosquito repellents in India was fairly low:
4. About ALLOUT
•The Brand “ALLOUT” was found by Karamchand Appliances Pvt. Ltd ,Delhi (KAPL)
•First manufacturer of Liquid vaporizer with technical expertise from Earth Chemicals Pvt.Ltd
,Japan
• Launched the Brand “ALLOUT” in April 1990 in Mumbai
•Attained 69% Market Share in Liquid Vaporizer segment in 1999. And Attained No.1 position
in Liquid Vaporizer Segment.
•The Success of the brand made “ALLOUT” a generic house hold name in Liquid Vaporizer
Segement
•KAPL was a single product company where as it’s competitors were multi- national company
and was able to with-stand it’s competitor’s high decibel marketing campaigns
5. Issue
Competitors of ALLOUTs(Indian Context)
Product Category Company Name Brand Name
Coils Bombay Chemicals Ltd.
(BCL)
Tortoise
Sprays and Mats Bayer Baygon Spray,
Baygon Power Mats
Baygon Knockout
Creams Balsara Hygiene Odomos
Mats and Coils Tainwala Chemicals Casper
Coils & Liquid Vaporizer Godrej Sara Lee Ltd.
(GSLL)
Jet Fighter
Goodknight Jumbo
Goodknight Instant
Goodknight Smokeless
Jet Jumbo
Goodnight Activ+
Mats & Coils Reckitt & Coleman
(R&C)
Mortein
Mortein King
Mortein Red
7. ALLOUT Style
•Pioneer Effect: First of its kind product with Smoke Free, no residue, almost
odorless
•Ease to use & Long-lasting
•Dependable Japanese Technology
•High quality packing with big branding on it. It was an eye catcher in retail
shelves.
•Offbeat advertising: Launched the animated Japanese man eating
mosquitoes and later stage showcased electronic vaporizer in animated frog
form eating mosquitoes.
10. Current Story
•Over-hauled the brand in 2011
•Acquired the Brand by SC Johnson in 2005
•In 2011, Godrej’s Goodknight de-throned ALLOUT and became market leader in
liquid Vapourizer Segment. *
•In 2012, ALLOUT launched ALLOUT Ultra, Launched a Television Campaign with
Sonali Bendra.
*July 2011 market share figures by Nielsen
11. Reasons for Market Share Fall-out
Launch of superior product Goodknight Advance
•Product of Year – 2009, in Household Insecticide category
•Has dual mode, Normal Mode for normal mosquito problem, Activ + Mode
for heavy mosquito infestation
Hidden Reason: Fallout of psychological bond with the brand
•Failure of acceptance of the over-hauled brand
12. Failure of acceptance of the over-hauled brand:
The Reasons
•First brand to launch Liquid
Vaporizer
•2 decades of existence
•Tried & tested. It is safe.
•Being there through out my
childhood
Psychological Outlook
•Is this the same old brand?
•Looks like Raid
•Should I take this?
•It may contain harmful chemicals from Ra
product
•Is it the original ALLOUT Brand?
13. Purchase Decision
Good Health
Sound Sleep
Relief from
Mosquitoes
Repellent
•Easy to use
•Oderless
•Smokeless
•Long-lasting
Repellent
•Latest in Tech
•Value for
Money
•Consistent
Vaporiser
14. Purchase Decision
Good Health
Sound Sleep
Relief from
Mosquitoes
Repellent
Repellent
The over-hauled ALLOUT brand will face mental block in
the 1st
Step of Decision process.
When it comes FMCGs, A consumer spends less than a minute to
make a decision to take a product from retail shelf
15. A Big confusion
A Bigger confusion
•Which is what?
•Is Allout a Raid product
•
•Is it Raid , ALLOUT or Baygon?
•Does ALLOUT has Baygon Chemicals?
16. Brand Insight
•The over-hauled ALLOUT Brand leaves a lot of room for confusion .
•Brings in the imagery Raid & Baygon into the Brand
•Character transformation from mosquito repellent to pesticide/ Insecticide repellent spa
17. The New Plot ( The Killing of the Frog)
The new advertisement showcases a caring mother protecting
her children from mosquitoes by using ALLOUT product.
Wit the launch of ad, AllOut too has jumped on the family
bandwagon and killed the uniqueness that the frog provided
in a cluttered market.
Its latest ad has the same feel and look like other mosquito
repellent commercials that revolve around a mom fighting
mosquitoes and protecting her kids.
THE BIG QUESTION ?Can a caring mother buy a product which looks
similar to Raid. What will be her concerns?
21. Story of Nirma Beuty Soap ( A Psychology Story)
• Nirma detergent No.1 brand in detergent segment
•Launched Nirma beauty soap under the same brand
•Lost –out of competition as consumer associated Nirma with cleaning
detergent and not as a beauty soap.
22. Story of Tik 20
• A one of a kind product launched by TATA Rallies
for killing of Bed bugs
• Attained a respectable market share and retained
No.1 product for bed bugs.
• Tried extending the product to other category like
mosquito repellent
• Launched mosquito repellent under same name
with same color scheme
• Failed to capture the attention of the consumer.
Lost out of competition.
• Both Tik 20 (Bed Bugs & Mosquito solutions) died out.
23. Solution
•Bring back the old charm
•Bring back the frog campaign to establish that the new ALLOUT is same
as the old one.
•Identify better positioning i.e ALLOUT= Complete Mosquito Eradication
solution
•Can pull back the market share by launching organic mosquito repellent