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REG. NO. F/11724
AN ISO 9001 : 2008 CERTIFIED INTERNATIONAL B-SCHOOL SUBJECT:-ADVERTISING MANAGEMENT
Case No : 1 VENKY’S OF VENKATESHWARA HATCHERIES Venkateshwara Hatcheries which went public recently is one of the most modern plants in poultry business in Asia. They have 60 p.c. market share of chicken marketed in the country. Dr. B.V. Rao of Venkateshwara Hatcheries expired in 1996. His daughter Anuradha Desai is now the Chairperson and M.D. of VHL. In the beginning they had an Executive Director Gulam Harjanwalla who professionalized chicken marketing. Sajid Peerbhoy’s Speer ad agency was chosen. The brief given to Speer was “to market raw chicken in the form of a full bird. Further, to market legs. To market legs and breast. To market curried pieces. And halfbird.” The company also planned to market ready-to-fly pre-spiced chicken and to operate a chain of fast-food outlets serving chicken fast food on the lines of McDonald’s. Speer did some marketing research by focus group studies in Mumbai and then in Pune. The qualitative reseaci1 (QR) findings were followed by quantitative research. The following summarises the findings. Occasions to use chicken: (a) On special occasions (b) On Sundays (c) As a special treat (d) Cook it for guests (e) First non-veg food to which vegetay1ans graduated.
Advertising Strategy It is not necessary to remind about live chicken. It is so awful. The client was led step-by-step and was supportive. The ideal chicken was: Freshly chicken. It is so difficult to get used to this process. Long-run Objective Though chicken has high standing as a special food. (b) It does not cook fast. The birds look so cute. The position taken was that of technological superiority. The communication strategy should be to treat chicken as a vegetable. dressed or otherwise. The following are the demerits of the frozen chicken: (a) It does not taste good. The convenient option was: Frozen chicken. and then being eaten the next. Just a minute ago.(f) Each mother cherishes her own special recipe for a chicken dish. the consumer psychology while buying fresh chicken was one of guilt and disgust. She prides herself on it. It is not necessary to see and think about raw chicken. In the market. as they are young. Venky’s chickens were chilled by a special process: blast freezing. they were alive. On deep probing. fresh chicken was in fact frozen chicken vulnerable to bacterial contamination. Positioning It was necessary to overcome the negative barrier to frozen food. (b) The search consumes time. The Inconveniences in getting fresh chicken were: (a) It is more and more difficult to get it near-by. They are not to be shown alive or in their ugly raw dressed form. The answer was a fact frozen chicken product. (c) It requires a lot of water to cook. we have to make it an almost twice or thrice a week food item. Venky’s unique freezing process makes it taste better and cook faster and melt . Those poor creatures! Imagine them alive one minute. (c) It involves transportation cost.
There were also connections with Lord Venkateshwara. It scores over ordinary frozen chicken and even the freshly killed chicken.D. Reason: Superior blast freezing process. Brand Name In spite of the Agency’s reservations.” Execution A simple mnemonic was used. it simply melts in your mouth. ad material and at POP. Headlines These worked hard to ward off negatives: ‘Chicken so fresh. These colours are appetising too. The colour scheme used was of yellow and red colours. that was extra delicious to eat. being happy and bright food colours. Chicken was shown in a graphic from.” Promotion of Special Parts The special parts were promoted as: “The part you want are the parts you get. a common symbol was used on all hoardings. Marketing research showed Venky’s connoted a South Indian image and was associated with vegetarian food. the Venky’s was chosen as brand name.quickly.’s son. The Agency had considered fifty other optional brand names. one that did not turn off the house wife. Differentiation It was a special breed of chicken. since it was the name of the M. . There was the problem of spurious brands. For quick identification. it’s only minutes old. Success of the Launch The launch created tremendous demand but the distribution was weak. and yet looked modern.” “Chicken so fresh.
Being a chicken monopoly. Instead. Raw chicken again appeared in the ads. it can afford not to have a marketing cutting edge. The number of out left were increased dramatically. Emphasis on blast freezing was dropped. New Ad Agency New agency was selected. It brought chicken again to a commodity position A good chicken that makes tasty chicken dishes). The company perhaps believes that no one has the backing or volume of production to be a threat to them. Gulam. contrary to research findings. emphasis was on different recipes. . Instead.The company strengthened the distribution network later. When rubbed against the palm. Present Thinking Venky’s is moving closer and closer to a commodity than a brand. (c) Can you think of a different creative strategy for a product like chicken? Lip-sticks with permitted colours can also damage the lips since the stainers are tetra-bromo-fluorosine. Give your reasoning. Emphasis on blast freezing was dropped. (b) Comment on branding of food products. The following is their present ad copy: Questions (A) (a) Comment on the advertising strategy adopted previously and currently. Darkening of lip colour also depends upon the bio-chemistry of individual’s lips. their E. The Agency advised premium pricing and quality policy. the appeal and the buying motives. Questions (B) (a) The complete product knowledge is given in the above write-up. darkness of the stain will indicate the quantity of stainer present. Each questioned and disagreed with the thinking of earlier persons. Brand or product differentiation strategy was dropped.D. and their promotion. It is fine as long as there is no competition. (b) Indicate a suitable media mix for advertising these products. What do you think should be the copy platform for these products? Indicate the theme. left Venky’s. So many persons dealt with the Agency. It is satisfied with a marginal price premium. However consumer supplies were diverted to institutional buyers leading to non-availability and spurious brands passing off as Venky’s. the company lowered the price.
Late Mangeshkar is the eldest in family of four sister. The Living Legends What does one say about Lata Mangeshkar? That she has dominated the Indian film music scene for almost four decades and promises to do so for atleast another decade? That she became a legend in her own life time? That here is a musical genius which comes about just once in many centuries? One could say all these things and yet be merely repeating what has been said a million times over. Very few of those who see her at the pinnacle of her success realise the amount of effort. This dedication to music led to her debut on stage. 1942 Master Dinanath passed away reportedly telling her "Except for the tanpura in the corner and these notebooks filled with classical music and songs and God's blessings. Lata revealed her musical genius at the tender age of five. Born In Induce on September 28. Late's mother Mai Mangeshkar ha. one vivid memory of Lata as a child. On April 24. hard work end deprivation that have gone into building the facade which is so enviable. It would seen that the young Late. They produce fine visual aids and product literature which could either be sent as direct mailings to the medical profession or can be delivered to them through medical representatives. one day. and a brother.But taking up a career as a playback singer was still impossible.Case No : 2 ALEMBIC CHEMICAL WORKS LTD. but are required to promote only to the medical profession. DIRECT MAILINGS OF ALCEPHIN: THE LEGEND AMONG ANTIBIOTICS The pharmaceutical companies have to do direct marketing by necessity as they cannot advertise ethical products in layman's media for him. Her first guru wee her own father and she avidly followed his musical stage plays. her father's productive shadow was not to last for long. And yet there is so much more to one is capturing one more vital as poet which one did not realize had existed in her. I have nothing elseto give you. All rushed toward the unconscious child and tried to revive her. "The family'spenury compelled Lata to sign a contract with MasterVinayak's Huna Pictures as an actress-singer. plays when she bumped against something. however. Lata continued with the singing of the song as if nothing had happened. she made her debut as a playback singer with Vasant Joglekar's Kia Hasool in Marathi under the baton of shripad Nevrekar . 1929. was singing a song from one of her father's. However. When she came to. all of whom have made a name in the field of music.1942. acting in Pahili Mangeshgar (Marathi 42) Chimna Sansar (Marathi43) More Bal (Marathi 43) Gajadhan (Marathi 44) Badi Mao (Hindi 45) and Mandir (Hindi 48) With Mandir Lata seemed . She continued with her acting career. Such is the quality of her singing. Daughter of the noted Marathi stage actor-singer Master Dinnanath Mangeshkar. In the same year.
The centre-spread has the manufacturer's plug. after which he passed away. who was then acoring the music for Majboor and who had seen and heard lata in the early. Each folder is well-researched. Mother Teresa. Forties. Within a week of singing this song.K. Questions (a) Which other businesses/products can be suitable candidates for direct marketing? What promotional techniques can be employed? (b) Please do some research of your own on direct mailings of pharmaceutical companies. Laxman.' The folders are extremely well-executed . She was no great shakes as an actress and her career in playback singing had not really taken off. . The idea is outstanding. It becomes a collector's series.S. Promotion of S. R. stars served more benevolent. Ghulam Haider. However. The selection covers a wide cross-section of interests. signed her up to sing a song for the film. Khemchand Prakash for Mahal. The graphics and typography and illustrations are appealing. Mandir was Master Vinayak's last film.to have reached a dead end.well-designed and printed. Ten living legends are chosen and include names like Satyajit Ray (since then deceased). Yet it is effective. Two Years earlier she had made her debut in Hindi playback singing with Vasant Joglekar's Aap Ki Sewa Afein under the baton of composor Dutta Dawjekar but nothing much had happened. Lata became the talk of the music world and was signed up by three other musical giants. Identify a there for a campaign of one general tonic. The most important thing is to make the mundane promotion outstanding by creative ideas. Abdul Kalain and Shivram Karanth. A short write-up on the characteristics of Alcephin and the line 'The Legend Among Antibiotics. Baba Ainte. Lata Mangeshkar.' It is not intrusive at all. It brings out the circumstances that inspired the magic in each of them. Oberoi came out with a set of 10 four-page folders for Alcephin based on the theme 'The Living Legends. Each folder deals exclusively with one legend. Sunil Gavaskar. What are your reactions? (c) Put on your thinking cap.
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