MM03

ADVERTISING&BRANDMANAGEMENT
AssignmentI

AssignmentCode:2014MM03A1LastDateofSubmission:15thApril2014
MaximumMarks:100
Attemptallthequestions.Allthequestionsarecompulsoryandcarryequalmarks.
SectionA
1. Youhavebeenaskedtoexplainthefollowingadvertisingtermstooneofyourclients:
a) Messagecontent
b) Messagestructure
c) Messageformat
What information would you provide to your client? Use any print ad to provide the
information.

2. a) Identify the key functions of full service advertising agencies and summarise the
contributions they can make to the development and implementation of advertising
campaigns.
b) IdentifyIndiasthreeadvertisingagenciesandlistoutthe majoradcampaigns doneby
theminlastfewyears

3. a) Discuss the factors you would take into account when selecting the advertising media/
mediumstobeusedaspartofnextIPLseriesadvertisingcampaigns.
b) If the next IPL series is due in June 2014 and the budget allocated for the media
campaignis200crores,prepareamediaplanandschedulingstrategy.

4. Writenotesonthefollowingusingrelevantexamples:
a) Brandimage
b) Sponsorship
c) Tradeadvertising
d) Publicrelations

SectionB

CaseStudy

Perhapsnocompanyintheworldhasbeenassuccessfulincapitalizingonthefitnessboomofthepast
fewdecadesasNike.SinceitsinceptionNikehasbeenaleaderinthehighperformanceathleticshoe
marketandhasbecomeoneoftheworldsgreatbrandnames.Thecompanyranpastallitscompetitors
to become the largest seller of athletic footwear and apparel in the world, with sales of nearly $10
billionin2002.TheNikeethosofpure,brashperformanceiscapturedintheJustDoItslogan,which
hasbecomeacatchphraseforthesportsworldandhasbeenpersonifiedinadvertisingfeaturingsome
oftheworldsgreatestathletes.

Nikeistheoverallleaderinthe$15.6billionmarketforathleticshoesandapparelintheUnitedStates.
However, the industry has been stagnant for years, and Nike, along with its competitors is looking for
new growth opportunities and areas where the company can gain market share and attract first time
customers. One of the areas Nike is targeting is the womens market, which has been experiencing
strongsalesgrowthbuthasbeenthecompanysAchillesheel.Womensathleticfootwearaccountsfor
one third of the total industry sales and apparel for more than 50 percent, but womens products
account for only 20 percent of Nikes revenue. Although the company has been selling shoes and
apparel to women for years, Nike has been better known as a brand catering to male athletes and
buildingitsimagearoundsuperstarssuchasMichaelJordan,PeteSampras,LanceArmstrong,andTiger
Woods.TheseeffortshaveresultedinNikesdominanceofthemalemarket,wherethecompanyhas2
50percentmarketshare.

For much of its 30 year history, Nike has been about men and whether treated women like men or
didnt give them much attention. However, sometimes Nike did get it right in communicating with
women.In1995thecompanyranacampaigntitledIfYouLetMePlaythatstruckaresponsivechord
withmanywomen.Thecampaignfeaturesadsshowingfemaleathletestalkingabouthowsportscould
change womens lives, from reducing teen pregnancy to increasing the chances of getting a college
education. The campaign along with subsequent ads featuring top female athletes such as sprinter
Marion Jones, helped make Nike the market leader, but it was focused primarily on the high
performancesegmentofthefemalemarket.

In 2001 Nike launched a new strategic initiative termed Nike Goddess, which is a companywide,
grassrootseffortthathasthegoalofchanginghowthecompanydoesbusinesswithwomen.Thenew
strategy appeals to a broader segment of the female market and is designed to take advantage of the
difference between women and men in how they conceive of sport, how they view celebrity athletes.
Nike wants to appeal more to womens desire for an active lifestyle than to any image they have of
themselvesashardcoreathletes.

Nike bean its new womens movement by spending time listening to women and learning how they
balance their lives, what they like to wear, where and how they shop, and what moves them. Nike
designers and researchers spent time scouring trendy workout spots like Londons Third Space to pick
uponnewfitnesstrends.Onekeyinsightthatemergedfromtheresearchisthatformostwomen,high
performanceisntaboutsports;itsaboutfitnessfittinginwiththeiractivelifestyles.Nikesteppedupits
productdevelopmentandintroducedflashiershoedesignssuchastheAirMaxCraze,whichhasastrap
for a heel and a zipper over the lace. Another new line, the Air Visi Havoc, features materials not
normallyseenonaplayingfield,suchasafauxsnakeskinlook,babybluesatinandredmesh.

Nike Goddess also includes new ways to reach women and communicate better with them. A new ad
campaigntakesadifferentlookatwomenandsportsandveersawayfromNikestraditionalstrategyof
relyingonbignameendorsersandproducingproductlinesnamedafterthem.JackieThomas,NikesU
S brand marketing director for women, notes: Women love that Nike is aggressive, that it is
competitive. The difference between women and men is that women dont treat athletes like heroes.
No women think that shell be able to run like Marion Jones because she wears shoes that are named
after her. Rather than dwell on superstars, the new advertising campaign consists of print and TV ads
that show ordinary women taking part in sport from a swimmer to a young fencer to the Yogini, a
yogainstructorwhostandsonherhandsonahardwoodfloorandarchesherbackuntilherfeettouch
herhead.

Nike has also launched a new website for women: nikegoddess.com. The site offers profiles of both
famous athletes and everyday women who are trying to meet the challenges of balancing their hectic
lives. It includes product information, health and fitness tips, city profiles to help women find fitness
and fun when they are traveling, links to other sites, and online shopping for Nike products. Nike also
launched Nike Goddess, the companys first magalog (a cross between a magazine and a catalog), to
helprolloutthenameandcommunicatewithtodaysactivewomen.

Oneanalystnotedthatformanyyears,evenwithinNiketherewasageneralsensethatitsbyguysfor
guys.Howeverif,Nikeistocontinuetogrow,acompanybuiltonbrashadsandmaleathleticfantasies
isgoingtohavetoconnectwithfemalecustomersaswell.ThegoalfortheNikeGoddessinitiativeisto
double Nikes sales to women by middecade. This will require that Nike change the way it sells to,
designs for, and communicates with women. However, it appears that Nike is rising to the challenge.
Andlestanyoneforget,NikeisnamedafterawomantheGreekgoddessofvictory.

5. CaseQuestions:

(a) How did Nike Goddess reflect company strategic change in how the company does
businesswithwomen?

(b) WhatwasNikeadvertisingstrategyinthiscampaign?

MM03

ADVERTISING&BRANDMANAGEMENT
AssignmentII

AssignmentCode:2014MM03A2LastDateofSubmission:15thMay2014
MaximumMarks:100
Attemptallthequestions.Allthequestionsarecompulsoryandcarryequalmarks.

SectionA

1. (a) WhatisBrandManagement?Whatareyourfavouritebrandsandwhy?
(b) Whatisthebestcommercialyouveseeninlastfewmonthsandwhydoyoubelieveit
tobeeffective?Explainusingbrandmanagementtheories.

2. AssumingyouarebrandconsultantconductacomprehensiveBrandAuditforaselected brand
of your choice. The brand audit should address the question, what is the present situation of
thebrand?RecommendandjustifyasuitableBrandStrategyforthenext3years.

3. (a) WhatisthefundamentaldifferencebetweenInternetadvertisingvisvisconventional
formsofmassadvertising?
(b) Whyandhowdoestheroleandresponsibilitiesofanaccountexecutiveinan
advertisingagencyiscrucialbothfortheagencyandtheclient.Illustrate.

4. (a) PickacategorybasicallydominatedbytwomainBrands.Evaluatethepositioningof
eachbrand.Whoaretheirtargetmarkets?Havetheydefinedtheirpositioning
correctly?Howmightitbeimproved?
(b) Writeshortnoteson:
i) CelebrityEndorsement
ii) Fearappeal
iii) Humorappeal
SectionB

CaseStudy:Thefuturebelongstobrandswithaview

Consider a smattering of iconic brands that the world is falling madly in love withApple, Harley
Davidson,Benetton,Nokia,BodyShop,Dove.Theyshareacommontheme.Theyexpressasharppoint
of view about the world, about life, about ourselves. Or look at timeless brands from an entirely
different sphere: popular musicBeatles, the Rolling Stones, Elvis Presley, Pink Floyd. Again, each of
themhasadistincttakeonlife,whichiswhatmakesthemendearing.Aselectgroupofbrandsisdaring
tobedifferent.Whilemostadstoutthebenefitsoftheirbrandswithsocalledproductshots,thissetof
particularly brave and confident brands, as experts call them, are refusing to get into the hard sell
mode.Forthem,thefocusintheiradsismoreoninsightthantheproduct.

Forinstance,thelatestTitanadfeaturingtheirbrandambassador,actorAamirKhan,looksmorelikea
promofortheBollywoodactorthanitdoesforthebrand.Notrunofthemill:Brandscanshowcourage
inseveralwaysbyactuallybackingtheclaimtheymakeinads,focusingonvaluesorcreatinganidea
thattheoreticallygoesagainsttheproductitself.

The spot, which is running across all major television channels, has the actor urging consumers to live
their dreams, and the brands new tag line says, Be more. The ad ends with a few quick shots of the
watch.

Abrandneedsalotofconfidencetodosomething likethat,saysPiyushPandey,vicechairman,Asia
Pacific,OgilvyandMather,orO&M,whoseagencyhandlestheTitanaccount.

Take,forinstance,Fevicol,itsnotevenadisplaybrand,hesays,implyingthatinbothcasestheinsight
wasthefocusandnottheproduct.FevicoltooishandledbyO&M.

ItsthesamestoryfortheawardwinningNikead,featuringpeopleplayingcricketontheroofsofbuses.
Nowhereintheadistheactualfocusontheproduct.

Thatsadifficultapproachtotakeorsticktoatatimewhensoaringinflationhasmademostadvertisers
focusontangiblebenefitsinsteadofbrandinsights.

Ads that once exalted the intangible benefits of the product now also have inserts that scream price,
packagingandweight,alongwithbrandtagstoconvinceconsumersaboutthevalueproposition.

Bravebrands,however,areusingthisopportunitytostandoutfromthecrowd.Internationally,several
brands such as Sony Bravia have actually chosen to take a risk with their creative work. The balls TV
spot for Sony Bravia television had colour as its motif. A clear stance, where the insight and strategy
weresupreme.

They are doing this even in times of inflation, when others are focusing on tangible benefits,So, what
would make a brand confident or brave? According to Santosh Desai, managing director and CEO,
FutureBrandsLtd,confidenceisnt necessarilydemonstratedby keepingthe productout oftheframe.
Therecanbemanywaysinwhichaconfidentbrandmaydisplayitscourage,hesays.

Thefirstiswhenabrandcanactuallybacktheclaimitismaking.Everydayyouwillcomeacrosssome
adthatclaims,thatnineoutof10womenpreferthisbrand.Sotomymind,anybrandthatcanactually
meetitsclaim,inatransparentmannerandinfullpublicview,isaconfidentbrand.
The second is when a brand is willing to focus on values and insights that bring the brand alive rather
than just bringing in revenue. Mobile service provider Vodafone is one such example, says Desai. The
brands focus has always been on its valueadded services in advertising, whether it is customer care,
callerringtonesorsomethingelse.

Whattheyadvertiseandtalkabouthasnothingtodowiththeactualservice,saysDesai.Asabrand
they recognize that value addedservices amount to a small chunk of their revenues in India. It takes a
confidentbrandtofocusonthingsthatbringthebrandalive,ratherthanjustfocusonfactorsthatbring
intherevenue,saysDesai.

Thethirdiswhenabrandcreatesanideathattheoreticallygoesagainsttheverythingthatthecategory
stands for. A case in point is that of Unilevers beauty soap brand, Dove, says K.V. Sridhar, national
creativedirector,LeoBurnettIndiaPvt.Ltd.

Hesaysthatthebrandsfocusonrealbeautygoesalongwayinchallengingthestereotype.Someof
their ads, including a short film titled Talk to Your Daughter, Before the Beauty Industry Does... are
examplesofthebrandsefforttopromoterealbeauty.

That holds true for Hindustan Unilever Ltds detergent brand Surf Excel that goes against stereotypes
with its Daagacchehai campaign. Some experts go further, maintaining that a show of confidence
cannotbelimitedtoanadcampaign.

A brand cannot be deemed confident or brave on the basis of one campaign, says Anand Halve, co
founder, Chlorophyll Brand and Communications Consultancy Pvt. Ltd. Companies also have to make
thatconfidenceandboldnessanaspectoftheirbusinessmodel.Youhavetobeabletoputyourmoney
whereyourmouthis.

5. CaseQuestions:

(a) Why do the few brands with strong and distinctive points of view achieve iconic cult status so
easilywhile,incontrast,somanybrandsstruggletojustmaintainconsumerloyalty?

(b) AccordingtoexpertsMiddlingbrandscanperhapsgetbyforsometimewithappealingproduct
benefitsandexcellentmarketing.Butcomparedwithbrandswithpowerfulpointsofview,they
alwaysrunafargreaterriskofcommoditization.Criticallyevaluatethisstatement.