BSTAT PROJECT

Ingredient branding vs Celebrity

branding

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APARNA SINGH
19021141023
CELEBRITY ENDORSEMENT vs
COMPONENT BRANDING
The test for advertisers is consistently to come up with better
approaches to converse with consumers. This article thinks about two
such ways-one Celebrity Endorsement and the other is Component
branding. The fomer is over used and the latter is underrated. The
article displays a case for parts marking through some genuine cases.

DETTOL VS SAVOLN
Dettol could be a common and a acknowledge name in each house .
The complete Dettol was launched in India in 1933 within the Antiseptic
liquid kind as a treatment for cuts and wounds. for pretty much the
primary fifty years, Dettol was gift as solely antiseptic liquid.
This complete from Reckitt Benckiser has not solely survived
over many years however has occupied the position of market leader in
antiseptic market. Johnson and Johnson launched Savlon in year 1993 .
Savlon , a complete incontestible to be superior to its rival in labs and
being a product of such a prestigious organization had
set unimaginable wishes for it’s accomplishment.

Dettol has its item blend extending from hand wash , mortar , cleanser ,
shaving cream , body wash and fluid disinfectants. According to reports
of AC Nielson , celebrated statistical surveying organization dettol holds
approx 50 percent in handwash class and without a doubt is the sole
head in the field of germicide salves. The question arrises how has
dettol dealt with this ? Is dettol really an incredible item or no different
organizations at any point contemplated this market?? Have the new
organizations never caused a decent methodology to counter to
dettol ? Was the advertising or marketing wrong for Savlon or the
organization didn't want to loose their money for advancement of
brand Savlon?

Savlon demonstrated powerful antiseptic than dettol and that it doesn't

hurt while mending wounds and has a superior smell. So without a
doubt a superior item !

Dettol demonstrated to be a superior story teller - Antiseptics that

made tantalizing sensation on wounds are powerful ones . So till it isn't
enticing the injuries it isn't working. The bundling , publicizing , shade of
fluid all were fortifying its capacity as clean. So Savlon rather being a
decent item and extraordinary brand fizzled.

The brand got a decent opening in market but since of the brand
picture of a "Sterile" , fizzled. Dettol additionally played a superior game
when savlon was propelled. It assaulted "bandage" , another item by a
similar brand , which was not expected by the J& J organization.

So what is dettol? A decent item? An organization that has aced

specialty of promoting or a brand that has situated itself great... Dettol
is a magnificent story teller!!!!

FROOTI VS SLICE CASE

What happens once 2 biggies launch their summer campaign within
the same week with too several similarities?
Parle had roped in actor Shah Rukh Khan as Frooti’s 1st celebrity
ambassador ever and focussed additional on PET bottles (bottles made
from synthetic resin terephthalate) as a part of a technique to
woo each kids and adults. the corporate, that 1st introduced tetra-
pack within the country 3 decades agone, aforementioned it
absolutely was able to build and convert a way larger adult client base
whose pack of preference is PET.. Launched in 1985 by the Chauhan
family, Frooti is attributable with
popularising prepacked mango engross the country
Slice launched three new exciting flavours giving
Indian customers an expertise of their favorite mango varieties from
across the country. These three edition mango offerings from
Slice embody the sweet and golden Banganapalli from the South, the
juicy Kesar from Gujarat and therefore the royal Dussehri from
Lucknow. The complete notable for mango indulgence, has launched
these innovations with its new campaign Slice Swayamvar that
includes Bollywood’s ruling queen and complete ambassador, Katrina
Kaif in three bridal avatars asking customers to assist her opt
for her favorite mango.
Frooti emerged as a champion, dominating Twitter & YouTube numbers
. Frooti managed to have interaction with Twitter Audience in 3 Phases,
keeping in mind the eye span of Twitterazi . Frooti Tweet Volume
was seventy six, whereas Slice Twitter Volume was pure gold .
Innovation, Celeb Power & Gratifications worked in Frooti’s favour .

 Dove-  “You are more beautiful than you think.”

Dove is a personal care brand owned by Unilever. This brand of
personal care products currently includes everything from shampoos to
deodorants to facial washes. The Dove Beauty Bar, the original product
of Dove has been around since 1957. The brand has a strong focus on
“purity, moisture, cleanliness, natural beauty, and touchable skin .Dove
has segmented and targeted the market towards urban areas as it is
being positioned and repositioned as the premium brand like, mildest
soap. Dove has robust complete awareness within the shopper market
and it's been potential attributable to stigmatization and
advertising selling policies have an enormous role within
the creating and success of a complete. Campaigns and advertisements
increase the visibility of a complete and build a positive impact on
minds of shoppers. Advertisements for many merchandise of Dove area
unit airy on completely different channels of tv and conjointly on
radio. it's conjointly roped in medium to plug its merchandise through
ads in newspaper and magazines. Advertisements place stress on the
customer and their reaction once usage of this product. Dove
adopted a really uncommon promotional policy for
its merchandise. Rather than employing a celebrity it determined to
travel with a normal girl . Ads used the word Real beauty within
the context of confidence so making an honest client base of its own.
Dove’s success is, of course, driven in giant half by a business strategy
that concerned complete extensions, product innovation and
geographic growth. The Dove Campaign for Real Beauty launched to
create girls aware that they need real beauty that's not supported the
common customary of a young, model-thin body with excessive
makeup. It connects with a difficulty of deep
concern inside the client base, their look and authority. In addition it
addresses the insecurity and shallowness problems
with young girls to that customers may sympathize. It strikes a chord. It
provides the next purpose to the complete and a shared interest with
customers.

A large a part of Dove’s selling efforts has

been regarding obtaining real individuals to speak regarding the
merchandise. Dove doesn't use celebrities to endorse merchandise.
Dove has with success designed campaigns around ‘real beauty’ and
contrasted that against regular brands, that more extends its
core complete promise.

The above cases were all successful examples wherein even

commodities were turned into powerful brands just by using
components or ingredients creatively and intelligently.
Component branding is relatively easy as and this gives a vital
advantage to the marketers wherein the consumers gets clear
reason to buy the product as connecting celebrities with
benefits is more of an invisible kind of message which
consumers might not be able to understand. Besides
component branding does not require much investments as
well. They just need to present it as a brand name and
associate it with some consumer benefit and be more creative.

CHI SQURE TEST-

The calculation of the Chi-Square statistic is quite straight-forward and
intuitive:
where fo = the observed frequency (the observed counts in the cells)
and fe = the expected frequency if NO relationship existed between the
variables

Frooti Slice Maaza Real Total

Male 11 5 7 1 24
Female 3 9 8 2 22
Total 14 14 15 3 46
H0=no relation between gender and mango drink preference
H1: A relationship exists between them
Since contigency table is 4*2 degree of freedom is df= 3.
E= ROW TOTAL*COLUMN TOTAL/GRAND TOTAL
Since calculated value of x2 is 1.0947 is less than its critical
value x2=7.81 at @=0.05 and df=3 null hypothesis is accepted.
Hence we conclude that choice of mango drink is independent
of gender.