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Communiaction Strategy of Aquaguard

Communiaction Strategy of Aquaguard

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Published by Surbhi Grover

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Published by: Surbhi Grover on Nov 20, 2010
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08/27/2013

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Communication StrategyOf Eureka Forbes ± AquaGuard Water Purifier 
 
 
Communication Campaign²Eureka Forbes Ltd.¶s Aquagueard Water Purifier 
Health is wealth is the advertising message that resonated with mothers across the countrywhen the Aquaguard was first launched. The EFL¶s salesmen are called
Eurochamps
.The initial communication had one primary objective: to introduce Eurochamps to its targetaudience ± the homemaker ± and persuade them to accept the concept of direct selling. As theconcept took root, Aquaguard shifted gear and began the more difficult task of propagating theimportance of drinking water in improving the quality of life. Its 'Celebrate Water' strategy wonthe brand many friends and laid the foundation for the Aquaguard of today.
 Awareness
 Eureka Forbes created awareness about its product by huge amount of personal selling. EFL¶ssales personnel, called as Eurochamps by the company, were rigorously trained to provide allthe information like benefits of a water purifier, its usage and it¶s after sale services to customer.
Comprehension
EFL had to ensure that the customers identified the need and importance of their products intheir lives. For this they not only provided information about their product in their TVcommercials but also related it to the security and healthy development of their family thatincluded young growing children. With development of technologically advanced products EFLensured its consumers that it provided products that could purify water having different kind of impurities and provide the consumer with complete protection from germs and harmfulchemicals.
Conviction
With the recent emergence of competition, EFL had tried to focus on its core competency i.e.the wide customer base and has introduced more advanced water purifier as compared to thatprovided by its competitors. EFL convinced its customers that Aquaguard was a need for their family & other purifiers uses one or two purifying techniques, the Aquagurad range of water purifiers have all of these which includes UV, uF, RO and e-boiling.
 Action
The TV commercials flashed the Eureka Forbes distribution offices telephone numbers, wherecustomers could call and book home demonstrations.
 PRIMARY AND SECONDARY TARGET AUDIENCEPrimary Target Audience
1. The main target of EFL has been families with young children who are most prone towaterborne diseases.2. Data States only 1% rural population has access to purified portable water, whereas68% population lives in villages. So people living in rural areas are also main targetaudience.
 
 
3
. Hospitals, clinics, government and non-government bodies and health care agencies.4. Industries which use mineral water in manufacturing their goods.
Secondary Target Audience
1. Small Children basically infants, teenagers who are Immature and incapable to have adirect purchase.2. People directly or indirectly using the manufactured products of industries which usemineral water in their production system.
3
. People going to hospitals, clinics, government and non-government bodies and healthcare agencies.
Message Strategy
The message strategy is a foundation for your marketing. It consists of a positioning statementand three support points. They address key target market problems by stating a benefit; i.e. whythe target market should care about your product. Your message strategy makes it easier todeliver the same message across all marketing media. Consistent execution of the samemessage is a critical factor in successful marketing
The positioning statement
y
Eureka Forbes slogan is ³Your Friend for Life´ ± This sends out the message of durability and reliability of the company¶s products and services. People¶s perception of EFL as their friend helped build trust in their minds for the brand.
y
For Aquaguard it uses ³Safe water: Every Indian¶s Birthright¶- They emphasized the needof pure and safe water for all Indian households through this and also focused oncreating the need of their product.
Creative Execution
EFL has used the informational appeal to emphasize the importance of their product and theneed for it. Assuming consumer¶s rationale for clean and safe drinking water and their highinvolvement in the product it provided information on the water purifiers and the technologyused in each of their purifiers. Their slogan µFriend for life¶ has a double message which signifieslong term customer relations and a friend to water which treats it nicely and makes it safe.Besides rationale of the consumers, EFL has used emotional appeal in their televisionadvertisements. Most of their ads feature small children who are most vulnerable to waterbornediseases. These ads question the use of tap water and carelessness when it comes to thesafety and growth of these children.

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