MINI

Submitted by : Group 2
20F106 - Ananth Pedapudi

PROJECT
20F117 - Haril Sadhu
20F126 - Manik Agarwal
20F145 - Riya Malhotra
20F151 - Saira Philip
20F160 - Sushmita
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HEIDER’S
BALANCE THEORY
• Focuses on relationship between beliefs and
feelings
• Colgate Visible White with Kiara Advani
• Involvement- Low
• Color – Red (Impulse buying, Easy brand
recognition)
• Target Audience - Female and Male ( 18- 35
years)
• The objective is to promote importance of
teeth whitening as part of one’s daily beauty
routine
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CONSUMER PERCEPTION
• Customers’ impressions and opinions
about product or brand
• Switzerland based watch company – Swiss
Eagle
• Involvement – High
• Color – Grey & Red (Sophistication &
Impulse Buying)
• Target Audience – Upper Middle Class
• The general perception is that Swiss
watches are of high quality
• Integrated the word “Swiss” into the brand
name to induce confidence in the minds of
the customers
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SOURCE CREDIBILITY
• Credibility – believability and
trustworthiness of ad
• Dove soap bar
• Involvement – High
• Color – White (Purity, cleanliness and
safety)
• Target Audience – Females (18-35
years)
• Dermatologists recommend Dove to
be the No. 1 brand that is suitable for
the most sensitive skin
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CUSTOMIZATION

• Country tailored product strategy

• Coca-cola (Cans and bottles)
• Involvement- Low
• Color – Red (Impulse Buying)
• Target Audience – Young adults (18-25 years)
• To increase consumption of Coke in Australia
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COMPARATIVE
ADVERTISEMENT
• Positioning products or services as superior
compared to competitors
• FedEx Vs DHL
• Involvement – Moderate
• Color – White, Blue, Orange
• Target Audience – Anyone and Everyone
• To showcase that FedEx has the fastest
delivery compared to its competitors
THAN
K
YOU