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P. 1
David Aaker_s Model-Ad Exposure

David Aaker_s Model-Ad Exposure

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Published by Priti Vaidya

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Published by: Priti Vaidya on Oct 06, 2012
Copyright:Attribution Non-commercial

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05/13/2014

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Integrated MarketingCommunication
 bySURF EXCEL
Presentation by-
Priyam Goyal -11020541111Swati Thakur -11020541133Priti Vaidya -11020541137
 
Route 1
 Awareness/ Familiaritywith brandInformation regardingbrand attributeor benefitsCreation of brandimage/ personality Association of feelingswith brandLinkage of brandwith peers/ experts& group trait
   A   d   E  x  p  o  s  u  r  e   P  u  r  c   h  a  s  e   b  e   h  a  v   i  o  r   C  o  n  s  u  m  e  r  a   t   t   i   t  u   d  e
 
Surf Excel
Launched in 1959 by HUL
•Was positioned as a powder which “washes whitest”
 
Market stagnation resulting to declining prices
Repositioned in 2005 as a premium detergent powder
Ventured out new variants
Tough stain removal
Innovative advertisement approaches
Portrayed a caring image
Addressed social issues
Is the Market Leader

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