Branding and Brand Positioning

Syllabus
 5 M of Advertising
• Mission - What are the objectives of the advertising campaign?

• Money - How much budget they required to achieve the objectives?

• Message - What message and message strategy will be followed?

• Media - What type of media vehicle/s will be used to deliver the message?

• Measurement - How should be the results of the advertising campaign

evaluated?
Mission

• Telling the market about a new product

• To persuade

• To remind
Money

• Stage in PLC

• Market Share and Consumer base

• Competition and clutter

• Advertising frequency

• Product substitutability
Message

• Inductive

• Deductive

• Message evaluation and selection

• Message execution
Media
• Deciding on the geographical allocation of the media vehicle

• Deciding on the timing of the media vehicle.

• Selecting specific media vehicle within consideration of all

supporting factors.

• Choosing measure media vehicles among available media

• Deciding on the reach, frequency and impact of the media

Measurement

• Researching the effectiveness of the advertisement

• Pre-testing

• Post-testing
5 M’s Of Advertising
Example
“The Sundrop Oil Campaign”

Mission: Sales goals: Leadership in the edible refined oil segment

Advertising Goals & Communication task:

1. Position Sundrop as the healthy oil for healthy people.

2. Ensure that this did not erode the delivery of the taste benefit.
3. Positioning had to be perceptually as far away from Saffola.
4. Young, modern and premium feel.
5. Execution had to be distinct and original to stand out from the
clutter.
5 M’s Of Advertising Example
“The Sundrop Oil Campaign”

Money
Stage in PLC: Introductory, therefore relatively large
expenditure
Market share: new product
Competitors: Saffola (Sunflower oil) also used for the health platform but
was associated with heart patients and less taste of Flora and Sunola
(Sunflower oils).
5 M’s Of Advertising Example
“The Sundrop Oil Campaign”

Message
Health was chosen as the platform, along with a supporting
claim for taste. People who were healthy and energetic
were concerned about the long-term prospects of their health.
Thus ‘Health’
• Was related to maintenance of good health
• Was applicable to all members of the family
• Was characterized by lively energetic people
• Thus the message and (positioning): ‘The Healthy Oil for Healthy People’
 5 M’s Of Advertising Example

“The Sundrop Oil Campaign”

Media: Primary media: Television ad 30 seconds. Print ad

Measurement:
Within 6 months, Sundrop became the largest selling refined sunflower oil.
Redefined the category and expanded the Sunflower oil segment from 2.71% to
23% in 6 months, and 42% in 2016
Still the largest selling sunflower oil brand holds 15% of branded oil market.
The ad was shown for over 10 years as the main theme film.