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Assignment 1 Advertising and Sales Promotion
Name : M.DIVYA ROJA Class : II BBM Date : 28-12-2011
Vodafone Essar is the Indian subsidiary of Vodafone Group and commenced operations in 1994when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. The company now has operations across the country with over 74.08 million customers. Over the years,V o d a f o n e E s s a r , u n d e r t h e H u t c h b r a n d , h a s b e e n n a m e d t h e µ M o s t R e s p e c t e d T e l e c o m Company¶, the µBest Mobile Service in the country¶ and the µMost Creative and Most Effective Advertiser of the Year¶. The company is a tie up of two groups namely Vodafone Group and Essar Group. Vodafone Group is the world¶s leading international mobile communications corporation. It currently has equity interests in 27 countries across 5 continents and 40 partner networks with over 303 million proportionate customers worldwide. The Essar Group is Vodafone¶s principal partner in India. The Essar Group is a diversified business corporation with a balanced portfolio of assets in the manufacturing and services sectors of Steel, Energy, Power, Communications, Shipping Ports & Logistics, and
Zoozoos have been successful in giving Vodafone a makeover and establishing maximum brand presence. and Zoozooz captured attention of nearly two billion people during the IPL. round belly but extremely thin arms and legs. People eagerly waited for breaks between matches to see more stories about Zoozoo. It was a fresh and innovative concept and Vodafone wonderfully promoted their services by creating different stories featuring Zoozoos. The charm of the Zoozoo was itself a great self-marketing strategy and they were instant success among masses. Cricket is considered to be a religion in India.000 people across officesin Asia. Zoozooz created a huge audience for them. .Projects. giving a boost to the Vodafone brand. Europe and the Americas ZooZoo: ZooZoo. Within few days. which proved to be a great marketing strategy. the new brand ambassador of Vodafone. I consider it to be a perfect example of a well-laid out marketing strategy for the following reasons: Vodafone chose the Indian Premier League 2 (IPL-2) as a platform to launch their advertisement. Essar employs more than 50. Africa. has created a furor in the advertising industry. Zoozoos are small pseudo-animated characters with big eggshaped head.
Vodafone promoted these characters on social media sites. zoozoo t-shirts. YouTube. rather humans were playing those characters. Zoozoo fan clubs are there on social networking sites like Facebook. Now Vodafone has announced to launch the Zoozoo goodies like zoozoo toys. but the curiosity heightened when Vodafone disclosed that Zoozooz were not animated. Orkut. which was another wise decision. etc. after the release of these ads. . where they have a huge followings. zoozoo mugs. People were even more hungry to know about their favorite Zoozooz.People were already in awe of those cute and lovable characters. zoozoo keychains. and many more. In the second phase. Twitter. Zoozooz have themselves become a brand and it will be interesting to see how Vodafone uses this concept in future to promote their services.
K. In this analysis. Perhaps realizing that children would be attracted to any . The market therefore offers tremendous potential for growth. a part of the Cadbury Schweppes Group.7 kg per year in the U. Per Capita Consumption levels are very low in India. Cadbury¶s Dairy Milk. 5 Star. is India¶s leading confectionary manufacturer. we examine some of the interesting aspects of Cadbury¶s advertising strategy. The Advertising Message Chocolates have usually been viewed as something meant only for children. The Indian chocolate market is estimated to be worth Rs. Eclairs. as compared to 8.2 billion. 3. with an annual growth rate of 10 percent. CIL is estimated to have a 65 percent share of the Indian chocolate market. Perk and Gems are the largest selling brands in their segments.Cadbury Cadbury India Limited (CIL).
Nestle. To counter Milkybar. CIL targeted adults with their advertising since the early 1990s.taste in the case of Nestle Crunch. often stresses the energy giving aspects of chocolate (for example. delicious chocolate´. Most. or on other attributes of the chocolate . . This approach appears to be unique to Cadbury¶s. CIL¶s biggest competitor.where it targets the mothers of children by trying to convey the message that its product is full of the goodness of milk. again emphasizing its energy giving properties. its white chocolate. as a light snack in the case of Nestle Bar One. and so equivalent to consuming milk itself.chocolate.let that child express itself. CIL has the Dairy Treat . of Cadbury¶s advertisements in India feature people over 18 years of age. and satisfy his or her desire to sink teeth into a smooth. Nestle specifically targets children in the advertising for Milkybar. in advertising for Nestle Charge). irrespective of the brand. there is a child . give in to temptation. The message that CIL seems to be attempting to put across is this: ³In every adult. creamy. if not all.
ease of vending. and to good effect in Cadbury¶s advertisements. or µReach for the Stars¶. Cadbury¶s Dairy Treat conveys its message through the mother who refuses chocolates and other treats to her son. as exemplified by the bride who nibbles at a Perk under her µpallu¶. Sheet Metal Dispensers: This purple salesperson for Cadbury¶s is found in almost every shop stocking their chocolates. CIL has also explored many new ways of getting their message across to the consumers. µKhane Walo Ko Khane Ka Bahana Chahiye¶. Advertising Media Television. and protection from the elements.µThe Real Taste of Life¶ . However. it¶s design offers visibility. the print media and posters have been the main media of communication for Cadbury¶s advertisements. It is also placed in the most appropriate position to cater to the impulse buyers. the light snack. are also used extensively. Cadbury¶s Perk.Message Execution Cadbury¶s multi-award winning campaign . Since it is placed on the cash counter. all reflect the impulsiveness and the spontaneity of the child in the adult. Catchy lines such as µThe Real Taste of Life¶. From the old man offering his wife a Dairy Milk chocolate to the dancing girl in a crowded stadium.launched in the 90¶s attempts to capture the child like spontaneity in every adult. with their understanding of the peculiarities of the Indian market. This µfirst¶ from CIL has become so popular that is now the standard design for all chocolate manufacturers. till Dairy Treat comes along and quickly changes her opinion about chocolates. addresses the hungry child in every adult. .
as they disappear into the refrigerator. Vending machines: These high visibility machines are provided at busy locations. Presence in Amusement Parks: Cadbury¶s also maintains a presence in many amusement parks across the country. where they are prominently displayed. In high throughput outlets. . Jars: These are provided to small outlets. the visicooler serves the need for cooling while still maintaining the visibility of the product. strengthening the association of its chocolates with µfun¶ occasions.Visicoolers: Visibility for chocolates drops in the summer.
instead of focusing on the product. .Conclusion: Cadbury¶s strategy to attract consumers is somewhat unique in a sense. as they have been able to build and maintain a leadership position in the market with many loyal customers. it seeks to tap into emotions normally associated with chocolates. They have also adapted their strategies to the unique demands of the Indian retail sector. The strategy has clearly proved successful.
has a massive 53% market share. . with Fair & Lovely. Fair & Lovely was launched in 1975.Fair & Lovely Hindustan Lever Limited (HLL) .Hindustan Unilever Limited (HUL) is the India¶s largest consumer product company and was formed in 1933. Personal Care and Food Products. HUL. The widest range of top quality Home Care.
Fair & Lovely Ayurvedic Cream -2001. Fair & Lovely Fairness Cream with extra brightness -2003.Phases: Phase 1 : The launch of the product in 1976 on the basic premise that "younger women wanted to have fairer skin´. . Product: The products launched: Fair & Lovely Fairness Cream -1978. Phase 2 : younger college going woman who is self confident. Phase 3 : Targeted the carrier oriented ladies.
³Fairness Meter´ to judge the fairness. Fair & Lovely Body Fairness Milk.5% of the total sales. Fair & Lovely Menz Active -2006. Anti Ageing Cream. Fair & Lovely Multivitamin Cream. Fair & Lovely Anti Marks. ³20% Extra!!´ . Promotion: Promotional Expenditure of the product is around 3. . Advertisements in the media always cast common faces.´More values for some cost´.
dealer network and new approaches to communication strategy. etc. cosmetic outlets.. It¶s easily available in any retail shop. More than 50% people prefer ³Fair & Lovely´ over any other brand. Fair & Lovely. The brand ranked 4 in Economic Times survey of 180 top brands in 2001 and ranked 7 in 2002. In terms of town coverage. Strengths: It is easily available in any retail shop. cosmetic shops. Weakness: Chunk of products were launched. Place : Broad basing their sales and marketing activities across the country. Plan and implement sales and marketing activities to achieve their goal. The company uses many tag lines which says about how fairness could change one¶s destiny. chemist etc. Inadequate promotion of Men¶ cream. . most of them remained unpopular. is one of the most trusted brand for young women in India...
Indian beauty seemed to be associated with fairness more than anything else. . Threats: There are several competitors in the market with the same product category. The market growth is 15-20% on year to year basis. The market is big and the potential is even bigger. Maturity stage: Fair & Lovely as a product is at maturity stage. Entrance of foreign companies in India with higher skilled and efficiency to beat existing product. Opportunities: The sales of the fairness products continued to increase. So its threat as it can slip down to decline stage.
" The song that was used in 1963 for the television ad is very catchy. Coca-Cola hopes. This campaign was very successful. as the end all solution for things being "better". CocaCola wants you to think that so that you will buy coke in order to be like the people in the ad. This quest. The word better promotes something new. portraying life as a very happy time. In this ad the target audience appears to be everyone who wants things to be better. The people who dance around in the ad are young and good looking. which is usually linked to a younger age group. and was one of the main reasons that the company got back on its feet. will start and end with coke. because the song is a happy one. Everyone wants to be super happy and dancing around not acting like they have a care in the world. but more specifically the younger generation. and . something exciting.Coca-Cola Coca-Cola's Advertising Techniques A very popular advertising campaign that was done by Coca-Cola is "things go better with coke. The song is also up beat creating the person to dance around. and almost makes you want to get up and dance. The upbeat slogan also really catches your attention and makes you wonder what goes better with coke.
something that everyone wants. The ideals that the advertising campaign was pushing for were youth. and not having a care in the world. The background is very empty. as is shown through the people dancing around and looking young. The fact that there is no fountain of youth is probably very troubling to those who have left their more youthful years. happiness. they were carefree. Since coke was portrayed as being for those are care free. This happiness is probably one of the easiest things to portray because everyone wants to be happy. it could also be viewed as to give independence to people. If things really do go better with coke it means that it will make things better. Most people probably just try the product out of pure curiosity after hearing the commercial. and there isn't anything in the ad to distract the audience from the ads message. or seeing the advertisement. Since it makes . independence. Coke is the supposed solution to this problem however. The purpose of it was to help push the image that the people in the ad didn't have anything to worry about because they had coke. This was not a mistake however.
The targeted audience being the youth is usually looking for as much independence as they can so that they can "establish" themselves. In order to do it this campaign suggests that they drink coke. The fact that the youth are a better crowd to target is part of this ad's genius. in a positive fashion.things better. Youth can also bring further customers through their friends and family which would most likely want to try to coke if they hadn't already. The youth as a whole are usually more prone to drink soda then an older group because of the sugar and other stimulants. In a way CocaCola is advertising to the youthful audience so that there will then return . or that is what Coca-Cola is hoping for. and toys. it allows the person to be more independent and only need coke to bring happiness. They then will become loyal companies and continue to buy from the company for the rest of their life. clothing lines. This has been the case with many drinks. because it will make them a different person.
and it worked as coke is an extremely popular beverage today. giving Coca-Cola excellent coverage. They targeted the younger people in society. and the idea of not having a care in the world that attracted these consumers to the product. and it was all thanks to an advertising campaign. Although the line of the Coca-Cola advertising campaign of "things go better with coke" seems simple at first glance it is not. The people who created this advertising campaign carefully and masterfully.the favor by spreading it to their family and friends. . It was the youth. independence. happiness.
Now this category has lot of players and new product-lines like RO water purifiers has been introduced. growing at 15%. The marketing of water purifiers were skewed towards urban markets of India.Pure it HUL's first foray into the consumer durable market. The brand which was launched in 2004 has taken the battle into the premium segment of the water purifier market with the launch of Pureit Marvella. The major players in the electricity -powered water purifier market however ignored the mass market focusing more on the margin rather than volume. Eureka Forbes pioneered the growth of this category in the Indian market. These products which were priced at Rs 5000 upwards .Pureit is on an aggressive mode. Indian water-purifier market worth around Rs 1200 crore is evolving. Only 8 % of the Indian consumers use water purifier which indicates the poor penetration of this product category into Indian households. installation difficulties. Pureit is a classic case of a brand exploiting an important need-gap in the market. The major hindrance for this being high price. electricity consumption and lack of awareness.
. Even though many such consumers were aware of the health benefits of a water-purifier. To counter that.Rs 1250. One of the problems that Pureit faced during the launch was the doubt about brand's efficacy in the purifying business. The brand also created a new category of non-electric storage. Pureit has already sold more than 1.3 million units becoming the largest selling water-purifier in India in volume-terms. According to reports. Sensing the opportunity. it was never in the priority list of high value purchases.water purifier market which is now worth around Rs 300 crore and growing very fast than the electric category. HUL is new to this industry and not an expert so consumers rightly doubted the effectiveness of its product . HUL launched Pureit range of battery operated storage-type purifiers at a price range of Rs 990. The brand was widely tested in South India before the national launch . These purifiers did not necessitated any installations which was a definite advantage for those who lived in rented houses. Pureit ran a very highly advertised " 1 crore challenge " to convince the consumer that its product is more effective than the competing brands.were beyond the reach of the average middleclass customers.
Now the fight is in the field with both the brands trying to out market each other. These sub-brands directly competes with Eureka Forbes's major product-lines. The entry of HUL into the Eureka Forbe's territory was marked with lot of legal fights between the brands because of advertising claims and counter-claims. HUL in its typical FMCG style is launching Marvella range with a celebrity endorsement. The campaign is now running featuring these celebrities. Marvella is also a a non-electric purifier with storage capability priced at Rs 7000.After establishing its name in the mass market. The brand also launched its Reverse Osmosis water purifier Puerit Marvella RO at a price point of Rs 13500. Pureit is now targeting the market-creator Eureka Forbes in an aggressive frontal attack by launching the premium brand Pureit Marvella. . The brand has roped in Farhan Akther and Praachi Desai as the brand ambassador.
the decision made sense because low priced products tend to affect both margins and brand -equity. The market creator was totally outmaneuvered by HUL. The popularity of the mass market segment also gave confidence for HUL to enter the market of Eureka Forbes. But Forbes failed to see the shift in the market and the growth of the non-electric segment to become the fastest growing segment.The USP of the brand is its advanced warning system which alerts the consumer to change the RO membrane before it stops working. Eureka Forbes decided not to counter HUL's foray into mass market because of lack of margin. . Eureka Forbes countered the HUL's entry by lowering the price of its base models. The entry of HUL has virtually changed the dynamics of the waterpurifier market in India. But HUL is such a formidable player that Eureka Forbes may need all its marketing strength to fight this giant. In strategic terms .
Tiger Biscuit .
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