THE MARKETING AND ADVERTISING CLUB OF IIM TRICHY

THE BIG BRAND THEORY

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a
consumer’s decision to choose one product or service over another.”  -Seth Godin

MARKETING INDUCTION

INDIVIDUAL TASK

Felicidades! Batch of 2021-23 on making it to IIMT Fraternity and Welcome onboard.

Task Description

Each student has been assigned one video advertisement and for the assigned Ad, students have to answer every
follow-up questions. The follow-up questions are aimed at improving the knowledge of students and wearing the hat
of a Marketeer to think from that perspective.

Assigned Ad

Please check the excel sheet attached where video links are mapped to each student.

Follow Up Questions

1. Who is the target audience of the brand in the Ad? (max 50 words)
It caters to the mid-income segment of the Indian population. It also specifically targets the youth and adults
( 20-45 years of age ).

2. What is the value proposition of the brand in the Ad? (max 100 words)
With the campaign ‘Taste of Togetherness’ ,it focuses on bringing together and spreading love war, cheer
and warmth with your closed ones over a cup of tasty tea. With #ApnoKoApnao tag in this ad, specifically , it
encourages everyone to stay by and help those who made us who we are. Basically , the sense of
togetherness is what the brand stands for in this ad.

3. What is the emotional and functional benefit promised by the brand in the Ad? (max 200 words)
When the tea made with love, the family is bound to come together to enjoy its taste. The emotional benefit
promised here is the love and the warmth of coming together over a cup of tea. It makes you feel loved and
comfortable. The functional benefit is the unity and connection among the family members that is created
implicitly when coming together for a cup of tea. It helps in strengthening the family bond.

Assume yourself to be the Brand manager and in recent times, your CEO is not satisfied with the brand messaging
and impact of ad on targeted audience which has apparently failed to drive incremental sales attributed to ad. Now,
your responsibility lies in the complete revamp of the Ad. Have a strong rationale behind choosing your new
audience as that will be the base of your ad’s new concept.

4. Who is the new target audience of the brand in the new Ad? (max 50 words)
My new target audience would be the segment of population who are health and fitness conscious, covering
the youth , adults and elders.

5. What is the value proposition of the brand in the new Ad? (max 100 words)
Challenging the myth that tea is unhealthy, by saying how it adds on to a healthy balanced diet, by being a
rich source of flavonoids. And saying how being healthy is being happy and the vice versa. How tea being
tasty could also improve your health, and reduce your chances of falling sick.
It also would tell how important it is to be fully aware of the health benefits of something before branding it
as unhealthy just by following a crowd mentality – this truly defines how health conscious one is.

6. What is the emotional and functional benefit promised by the brand in the new Ad? (max 200 words)
The emotional benefit promised would be the sense of feeling yourself and free , as many health and fitness
conscious people despite liking tea , tend to avoid it assuming it is unhealthy. It will help in one feeling more
informed and more in control of themselves. The functional benefit would be a healthier lifestyle and getting
to enjoy good taste.

Now wear the hat of a Customer towards whom the new ad is targeted. As a customer, you have plenty of
competitor brands to choose from.

7. What you would like to see in the ad as a customer so that it prompts you to stick to the brand?
I as a customer , would want reliable and trustworthy information as to how tea is very healthy, thus helping
me feel free of the guilt of spoiling my health along with enjoying the taste of a good tea. And , also how the
actual meaning of healthy is not just being prejudiced by following the so called healthy diets , but
researching and figuring out from the facts on one’own.

8. Enact the revised ad as a short video of less than 60 seconds.

Attaching the video in the given google link.

Rules

 Please stick to the word limit and video duration as mentioned or you will penalized for non-adherence.
 Plagiarism will not be tolerated and will be strictly dealt with. In case found, all students with similar answers
will be given zero points and will be excluded from club/committee selections too.
 You answers will be evaluated on the basis of following four parameters :
o Creativity
o Originality
o Clarity of idea
o Practicality

 Edit your answers (from question 1-7) in this same document and submit it through google form link in the
email. For video advertisement (question 8), attach your video in the same google form link as mentioned
above.
 Stick to the naming convention as :
o Doc file name: <First name>_Cohort name_<Roll number> (eg John_Beta_2001290.docx)
o Video File name: <First name>_Cohort name_<Roll number> (eg John_Beta_2001290.mp4)
 Don’t make any mention of your Name/Roll Number on any pages of the document.
 Note: Don’t consider the effect of Covid-19 while framing your answers. Assume normal market conditions.
For any other assumptions, mention explicitly.
 Most importantly, deadlines are sacrosanct. Submissions will not be evaluated if you miss deadline.
 We advise you to upload your video well in advance as it takes time depending on the video size.

All the best. Hope you will be having a great learning experience through this task.