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1. ASSIGMENT
Name: Vishal Trivedi (Division – B)
Sub: IMC
Date: 11/11/2014
To: Manisha Panwala Madam
 Various positioning Strategy
Product attributes or Customer Benefits as a positioning strategy This strategy basically
focuses upon the characteristics of the product or customer benefits.
Example
Maggie noodles – Hunger satisfaction + less time in making
Micromax Smartphone- Take the place for smart phones need + all the other features of
other branded company + less price + some extra features
Pricing as a positioning strategy - Quality Approach or Positioning by Price-Quality –
Example
Branded Jeans / wrist watch– they are of higher price and that is why they are positioned as
a high quality product
Safolla cooking oil- they had shown that though our price is more than our competitor , we
are providing best quality cooking oil. Health is not compromised against little price change.
Positioning strategy based on Use or Application –
Example
Nescafe Coffee - for many years positioned itself as a winter product and advertised mainly
in winter but the introduction of cold coffee has developed a positioning strategy for the
summer months also.
Horlicks – first it was used form medical purpose, now it is positioned as a health drink.
Washing Machine which was eventually developed for washing clothes but now a days it is
also used to wash chemicals and minerals
Positioning strategy based on Product Class – this type of positioning strategy is used when
the marketers want to position the image in the market that they are the best among the
other entire alternative
Example: BRTS Bus and auto rickshaw- BRTS bus is competitor of auto rickshaw but it gives
better facility than auto rickshaw in comfort as well as timing. So BRTS is positioned on this
strategy.

2. Positioning strategy by Product User: this positioning strategy is used when it is to target to
specific group of people.
Example
Bournvita was eventually introduced as a health drink for lower age individual for providing
necessary nutrients to them.
BMW-Premium Car makers are targeting only to luxury people.
Lamborgini-this car is catering to the people who are specifically aligned towards sports
driving
Positioning strategy based on Cultural Symbols – this strategy is used when the product is
positioned on the basis of patriotic attribute.
Example
Marlboro cigarette- chose the American cowboy to central focus to help differentiate it self
from other competitor.
Air India- uses maharaja as its logo, by this they are trying to show that we welcome guest
and give them royal treatment with lot of respect and it also highlights Indian tradition.
Using and popularizing trademarks generally follow this type of positioning.
Positioning strategy based on Competitors - In this type of positioning strategies, an
implicit or explicit frame of reference is one or more competitors.
Example
Wheel active- it is communicated in ad that wheel active is better than other normal
detergent in giving quality wash and smell.
Pepsodent and colgate are also these type of competitor based positioned.
Colgate – family protection while pepsodent – 24 hr protection from germs

3.  Take one advertisement and choose the segmenting variable
Advertisement: Aircel
Advertisement Agency: Mudra Communications Ltd
Creative Director: Sonal Dabral
Segmenting variable characteristic
Geographic segment Region: plans of different region differ
according to requirement
Depending upon the Citysize ,
Metropolitan area, Density various
plans and offers are provided
Demographic Segment Age, birth era- different age groups have
different requirement so
accordingly it will differ
Sex and family size are also factors
which effect the plan they
require
Socio economic segment Income , education , occupation all have
effect on selection of plan
Psychographic segment personality , Value, life style all will fetch
different requirement
Buying situation plan differ from various buying
situation- outlet type , benefit
sought, Usage ,
Awareness, behavior

4.  Best and bekar Advertisement
 Best Advertisement: Daawat Rice – Amitabh Bachchan , Honda City – Drive to
School
 Worst Advertisement: Amul Macho – Saif Ali khan
Visit to a mall
Visit to Central Mall and analyzing the IMC tools in it.
-Free underground parking is available from the mall itself.
-There was a big signage of big bazaar at a height indicating its presence there. -
Advertisement
-on the outer side of the mall various discount offers running in the mall are shown. That
was the part of direct marketing
-advertisement was done on the floor of the mall about some new show coming on the SAB
tv
-when we go to clothing section some salesman was already there to guide us. When we
were trying and selecting the clothes which are suited to our body , he is guiding us about
our suitness. That was the part of personal selling.
Atmosphere of the mall was very awesome and cool which was relaxing the moods of the
consumers are encouraged for shopping. Slow music was also running in the mall which was
making the environment more pleasing.
Food court is also there so people can also get some type of refreshment if they are tired of
moving.
 Ad watching
3 min ad
Imperial Blue – Superhits Music series – Men will be men
Fair And Lovely – Shadi se pahele apni khud ki pehchan banao
Horlicks- Dush me horliks milao dudh ki shakti bdhao
Lifebouy- Healthy hoga Hindustan; Lifebuoy hai jaha tandurusti hai waha
Bajaj Discover - Discover India with the power of 1 litre

5.  Package Ingredients
Pepsodent Toothpaste
Hydrated Silica
PEG 32
Sodium Lauryl Sulfate
SD Alcohol 38 B
Flavor
Cellulose Gum
Zinc Citrate Trihydrate
Sodium Saccharine
Titanium Dioxide
Red line on the package—that means it contains chemicals
That is already described in ingredients.
Green line-Natural
Blue line-Natural + Medicine
Red line -Natural +Chemical
Black line –Pure Chemical

6.  Brand Equity Aug 6-14
Brand breakout
-How Indian brand can go global?
Major of the brand owners are outsiders, they are not Indian. Even though being such a big
nation India is not the origin of major brands. It is not a good choice of investing in global
brand rather developing our global brand. India accounts for 2-3% of global GDP. As a result
, in several industries , domestic firms playing on limited india playground will find
themselves as disadvantageous versus global brand. It is impossible to adequately fund R&D
if you are targeting 2-3% of GDP while international players are coming with 90% market
share. It is challenging to go global for Indian brand as well as foreign brand in developed
market. Three strategies are suggested here
1 cultural resource route- this means positioning the brand on positive cultural myths. The
cultural myths or symbols which are global are to be used for positioning the brand so that it
became very much popular amongst the world. India also have very much good cultural
symbols or myths which are famous in the world like Indian hospitality, tajmahal, Ayurveda
etc
2 diaspora as beachhead: this means to after ones ethnic population. For example Indian
population is very much in USA and UK. It is usually aware of the Indian brand attemting to
go global, further they can be easily reached via Indian ethnic shopping areas. And after that
subsequently covering non ethnic population.
3 brand natural resource: this means brand cab be created for natural resources , providing
both quality as well as emotional satisfaction. brand should be positioned according to its
geography and it should be tightly defined, coupled with mythical qualities ,transparent
production process etc.

7. 1 | Ogilvy & Mather Ltd
Corporate office – New York, USA | Establishment – 1948 |
Business – Advertising, Marketing | Website – www.ogilvy.com |
Creative director: Piyush Pandey
Ogilvy & Mather is a well known and among the top Advertising companies in India founded
by David Ogilvy and has offices in more than 150 countries worldwide. Some of the notable
ad campaigns done by Ogilvy & Mather includes Cadbury Dairy Milk and Vodafone.
2 | GWT Hindustan Thompson Associates
Corporate office – New York, USA | Establishment – 1864 |
Creative director :Senthil kumar
Business – Advertisement and Marketing | Website – www.jwt.com |
One of the oldest advertisement company in the world, JWT was founded in year 1864. The
company has been operating in more than 90 countries worldwide and taken over
Hindustan Thompson in the year 2002. It is a leading advertisement company in India which
has notable clients such as nestle, Unilever, DTC etc.
3 | Rediffusion – DY&R
Corporate office – New Delhi, India | Establishment – |
Creative director: Komal Bedi Sohal
Business – Advertisement | Website – www.wpp.com/ |
Rediffusion is a part of WPP group which is rated one among the leading advertising
agencies in India. The company offers various services which includes advertisement,
consultancy, web design, social media, promotion and program setups.
4 | Mudra Communications Ltd
Corporate office – Ahmadabad, Gujarat | Establishment – 1980 |
Business – Advertising and Marketing | Website – ddbmudragroup.com |
Creavtive director: Sonal Dabral
Mudra Communications Ltd. founded in 1980 a Omnicom/DDB Worldwide Group company
is a leading advertising company in India. It has offices in fifteen cities in India. Its clients
include HDFC , Akai, Future Group , Ashok Leyland, Asian Paints, Bata, Cipla, Aircel &
Reebok.
5 | McCann-Erickson India Ltd
Corporate office – U.S.A | Establishment – 1930 |
Business – Advertising | Website – mccann.com |
Creative director: Sambit Mohanti
A highest ranked company in the advertising agencies in India McCann has offices in 120
countries. McCann has been awarded the Global Agency of the Year by Adweek thrice.
Some of the iconic ads created by McCann Erickson includes Coca Cola, MasterCard
commercial and Nescafé.

8. 6 | Pressamn Advertising and Marketing Ltd
Corporate office – Kolkata, West Bengal | Establishment – 1960′s|
Business – Advertising | Website – www.pressmanindia.com |
Creative Director:
Pressman is a well known name in the advertising industry in India, having presence in many
cities includes Siliguri, Mumbai, Kolkata, Delhi, Chennai, Bhubaneswar, Hyderabad,
Bangalore, Nagpur, Guwahati and Patna. Pressman is India’s ISO 9001:2008 certified agency.
7 | FCB-Ulka Advertising Ltd
Corporate office – Mumbai, Maharashtra | Establishment – 1961 |
Business – Advertising | Website – www.draftfcbulka.in |
Creative Director
FCB-Ulka established in 1961 is consistently maintaining its position in the top 10
Advertising agencies in India since its inception. FCB-Ulka has its presence in 92 countries
having 150 offices across the world.
8 | RK Swamy BBDO Advertising Ltd
Corporate office – Mumbai, Maharashtra | Establishment – 1973 |
Business – Advertising | Website – www.rkswamybbdo.com |
Creative director
RK Swamy started the advertisement business in year 1973 and became leading brand since
then. The company merged with BBDO and renamed it to RK Swamy BBDO advertising. It
deals with giant MNC’s and national companies and corporate such as Air India, Mercedes-
Benz, Piaggio, Asia motors, Volvoline cummins etc.
9 | Trikaya Grey Advertising (India) Ltd
Corporate office – New York, U.S. | Establishment – 1917 |
Business – Advertising, Entertainment, Marketing | Website – www.grey.com |
Creative director:
Grey offers variety of services like advertising, marketing, entertainment, customer
relationship management etc. Based in New York, U.S. company has offices in 96 countries
including India, Bangladesh, Thailand, Malaysia, Canberra, Korea and more. Company’s
clients includes GlaxoSmithKline, Procter & Gamble, Volkswagen and other renowned
brands.
10Chaitra Leo Burnett Pvt Ltd
Corporate office – Chicago, United States | Establishment – 1992 |
Business – Advertising | Website – leoburnett.co.in |
Creativedirector:
Rated among the top 10 advertisement agencies in India, Leo Burnett is a Chicago based
advertisement company established in 1998. The company is operating in India from their
regional offices based at Bangalore, Karnataka. It has over 100 offices located in different
parts of the world.
http://top10companiesinindia.com/2013/11/22/top-10-advertising-agencies-in-india/ date 10-
11-2014 11.04 PM