David Aakar’s Ad Exposure Model [email_address]
Route 1 [email_address] Awareness/ Familiarity  with brand  Information regarding  brand attribute  or benefits Creation o...
Route 1 [email_address] Awareness/ Familiarity  with brand  Ad Exposure <ul><li>Dramatic and high impact launch </li></ul>...
Route 1 [email_address] Information regarding  brand attribute  or benefits Ad Exposure Brand Attributes Well-respected ma...
Route 1 [email_address] Creation of brand  image/ personality  Ad Exposure A powerful vehicle with a sporty look,  No true...
Route 1 [email_address] Association of feelings  with brand Ad Exposure <ul><li>Rational:   </li></ul><ul><li>World class ...
Route 1 [email_address] Linkage of brand  with peers/ experts  & group trait Ad Exposure Scorpio is competing with the mid...
Other SUVs in same segment [email_address] Models Top of the Mind Awareness Unaided Awareness Proportion of respondents ra...
Route 1 Completes  [email_address] Awareness/ Familiarity  with brand  Information regarding  brand attribute  or benefits...
Result:  High Market Share of SUV (sport-utility vehicle) <ul><li>Captured 40 percent of the premium utility vehicle marke...
Route 2 [email_address] Awareness/ Familiarity  with brand  Information regarding  brand attribute  of benefits Creation o...
Brand recall and continuous reminding ads leads to purchase behavior  [email_address] <ul><li>Personal Traits </li></ul><u...
Satisfaction leads to formulation of brand <ul><li>Luxury of a car and the thrill of an SUV. Press advertisement of the Sc...
“ Nothing Else Will do” <ul><li>The baseline captures the essence of the brand, which is superiority and uncompromising at...
Thank You [email_address]
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David Aakars Ad Expouser Model

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David Aakars Ad Expouser Model

  1. 1. David Aakar’s Ad Exposure Model [email_address]
  2. 2. Route 1 [email_address] Awareness/ Familiarity with brand Information regarding brand attribute or benefits Creation of brand image/ personality Association of feelings with brand Linkage of brand with peers/ experts & group trait Ad Exposure Purchase behavior Consumer attitude
  3. 3. Route 1 [email_address] Awareness/ Familiarity with brand Ad Exposure <ul><li>Dramatic and high impact launch </li></ul><ul><li>High visibility </li></ul><ul><li>Push brand image even by the media vehicle </li></ul><ul><li>Continuous advertisement on TV and Print media </li></ul><ul><li>High advertisement budget but very specific </li></ul><ul><li>Road shows </li></ul><ul><li>Campaigning thorough different medias tools </li></ul><ul><li>Result: High Brand recall </li></ul><ul><li>Brand recall score to increase by 22% in just 9 months </li></ul><ul><li>Scorpio brand recall score to achieve 50% in 2007 </li></ul>
  4. 4. Route 1 [email_address] Information regarding brand attribute or benefits Ad Exposure Brand Attributes Well-respected manufacturers Technologically advanced Suitable for city driving  Great to drive  Proud to own Makes good quality vehicles
  5. 5. Route 1 [email_address] Creation of brand image/ personality Ad Exposure A powerful vehicle with a sporty look, No true SUV player was exist in the market Scorpio: best product package at an affordable price, Enhancing Mahindra's image as a truly urban player. Truly a world-class vehicle, which aptly bridges the gap between style & adventure, luxury, performance & economy. Product and brand with top of the mind recall across all consumer segments. Solidly built with good cargo capacity amongst the premium car consumers
  6. 6. Route 1 [email_address] Association of feelings with brand Ad Exposure <ul><li>Rational: </li></ul><ul><li>World class vehicle, </li></ul><ul><li>Good looks, </li></ul><ul><li>Car like comfort, </li></ul><ul><li>Great value </li></ul><ul><li>Emotional: </li></ul><ul><li>Ownership experience of thrill, </li></ul><ul><li>Excitement and power </li></ul><ul><li>Relational: </li></ul><ul><li>Young modern, </li></ul><ul><li>Premium, </li></ul><ul><li>City Companion / Extension of </li></ul><ul><li>Lifestyle. </li></ul>
  7. 7. Route 1 [email_address] Linkage of brand with peers/ experts & group trait Ad Exposure Scorpio is competing with the midsize cars like Hyundai Accent, Ford Ikon, Opel Corsa, Maruti Suzuki Esteem on the one side and UVs like Toyota Qualis, Tata Safari and the Tata Sumo on the other
  8. 8. Other SUVs in same segment [email_address] Models Top of the Mind Awareness Unaided Awareness Proportion of respondents rating on Overall Opinion Average Rating on Overall Opinion TATA Sumo 9 63 32 6.39 Toyota Qualis 8 48 70 8.34 Bolero (M & M) 10 47 48 7.37 TATA Safari 4 44 49 7.23 Armada (M & M) 8 34 31 6.42 Marshal (M & M) 3 21 19 6.05 Armada Grand (M & M) 1 8 21 6.08 Sample Base 121 398 398 121
  9. 9. Route 1 Completes [email_address] Awareness/ Familiarity with brand Information regarding brand attribute or benefits Creation of brand image/ personality Association of feelings with brand Linkage of brand with peers/ experts & group trait Ad Exposure Purchase behavior Consumer attitude
  10. 10. Result: High Market Share of SUV (sport-utility vehicle) <ul><li>Captured 40 percent of the premium utility vehicle market </li></ul><ul><li>The fastest growing in the world SUVs segment -35 per cent of the world market and 45 percent of the Indian market consists of SUVs </li></ul><ul><li>Sold 12000 units of Scorpios in 2003 </li></ul><ul><li>24,000 units of Scorpio sold in 2004 </li></ul><ul><li>Continuous growth in double digits </li></ul>[email_address]
  11. 11. Route 2 [email_address] Awareness/ Familiarity with brand Information regarding brand attribute of benefits Creation of brand image/ personality Association of feelings with brand Linkage of brand with peers/ experts & group trait Ad Exposure Purchase behavior Consumer attitude formulation Reminder of inducement about brand trial If the result is satisfactory
  12. 12. Brand recall and continuous reminding ads leads to purchase behavior [email_address] <ul><li>Personal Traits </li></ul><ul><li>Style </li></ul><ul><li>International Looks </li></ul><ul><li>Power </li></ul><ul><li>Car Like Comfort </li></ul><ul><li>Persona </li></ul><ul><li>Powerful </li></ul><ul><li>In control </li></ul><ul><li>Sophisticated </li></ul><ul><li>Relationship </li></ul><ul><li>Extension of the user’s lifestyle </li></ul><ul><li>Culture </li></ul><ul><li>Live life on one’s own terms </li></ul>
  13. 13. Satisfaction leads to formulation of brand <ul><li>Luxury of a car and the thrill of an SUV. Press advertisement of the Scorpio focused on functional features of the vehicle and the television advertisements focused on the emotional benefits. </li></ul>[email_address]
  14. 14. “ Nothing Else Will do” <ul><li>The baseline captures the essence of the brand, which is superiority and uncompromising attitude. It also summarizes the spirit behind the making of the Scorpio. </li></ul>[email_address]
  15. 15. Thank You [email_address]

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