Favourite advertisements: “Cadbury Diary Milk “chocolates Objective of Advertising : •Cadbury’s decision to position Diary Milk as a dessert opened up new avenues of marketing in terms of a new target customers and instance of purchase. This could lead to generating higher business by an increase in Sales within newly formed target customer or the newly created purchase occasions, in order to encourage them to purchase diary milk and recommend to others. •It’s a persuasive advertising -: its convince the customers that dairy milk is a good before doing any work or after the meal there is a sweet as a chocolates “kuch meetha ho jaye” .So that more and more customers will attract towards the dairy milk..
Deciding on advertising budget Company spend huge amount on advertising for building brand equity and customer loyalty. In advertising company endorse Amitabh Bacchan, Priety zinta and Deepika padukone for their advertisement. The audience todays need is - •A clear message •Strong concept •Easy brand recall “Positioning of diary milk as a dessert will generate more business”. Developing the advertising Campaign: •In 1928 company advertise with simple message “glass and a half of full cream dairy milk “. A change in advertising strategy in the 1990s saw a greater emphasis placed as “Chocolate is Cadbury”. •Then new campaign tried to tell people that chocolates can be had anytime through the ad campaign, “Khaane Waalon Ko Khaane Ka Bahana Chahiye”.
That meant that people who want to have a chocolate can find any reason to have one and no particular occasion is required to wait for consuming the chocolates. •After this campaign to capture more and more target segments Cadbury’s launched another ad campaign i. e. “Kuch Meetha Ho jaye”.The message was clear that when anytime you feel that you are happy and want to celebrate then you can have Cadbury’s Dairy Milk to celebrate the occasion.
Amitabh Bacchan was used as the celebrity endorser in this ad showcasing that these moments are meant to be celebrated and so go on and celebrate them with Cadbury’s Dairy Milk. •And to top it all the latest from the box of Cadbury’s has come an ad now with the campaign name “Shubh Aaarambh”, as in India there is a tradition to have something sweet before beginning something good and pious. .Response of customers: •Its sales increased day by day. Customers have been purchasing dairy milk as a dessert for any occasion. People used dairy milk after a meal as a sweets .
In India there are so different festival in different region, people give dairy milk as a gift to their relatives. So, the sales of dairy milk chocolate increase day by day. Har Ek Friend Zaroori Hota Hai- AIRTEL Objective of Advertising: “With realistic goals for advertising, you can satisfy both those who are investing in the advertising and those who are creating it. •The Indian communications scenario has transformed into a multiplayer, multi product market with varied market size and segments. Within the basic phone service the value chain has split into domestic/local calls, long distance players, and international long distance players.
Apart from having to cope with the change in structure and culture (government to corporate), Airtel has had to gear itself to meet competition in various segments – basic services, long distance(LD), International Long Distance (ILD), and Internet Service Provision (ISP).It has forayed into mobile service provision as well. •The objective of my project report is to study the advertising strategy of AIRTEL Cellular service and its effect on mobile users existing and who are going to use mobile service in future. In other words, my aim is to study the Advertising Effectiveness of AIRTEL Cellular service.
Deciding on advertising budget: •SWOT analysis of Airtel helps to find out the weak points of the company and to find out the way to overcome this problem. •We are in the era of entertainment through mobile handsets.Downloading a ring tone, watching your favourite movie, tracking cricket score, the list of activity we can do using our cell phone is endless. •To supplement stagnant voice revenues cellular operator are now turning to VAS to boost revenues in both data and value added voice service.
Airtel has deep rooted presence in the Indian telecom sector through there wide product offerings and excellent distribution network. Developing the advertising Campaign: Airtel basically uses two appeals to connect with its target audiences. They are: •Emotional appeal •Humorous appealTheir total advertising budget is around Rs150 crores annually. The main response to advertising campaign by Airtel is: AWARENESS----INTEREST---DESIRE---ACTION Response of customers: •The AIRTEL’s Advertising has had a greater impact in its users. •People have responded well for its schemes very much.
It created good brand image on the mind of the new users. •A good strategy by providing a new connection with NOKIA handsets, which is the market leader in mobile set, many new users buy Nokia sets and they get a free connection of AIRTEL just like how iPhone-AT and T. High market share was got by adopting Celebrity Endorsement Strategy. •A. R. Rehman’s tune for AIRTEL worked as a very good advertising tool for AIRTEL and Other celebrities like Shahrukh Khan (Bollywood) and Sachin Tendulkar (Cricket) has also contributed very much in AIRTEL.
Not so favourite: Axe- Body spray “Smells like teen” Objective of Advertising: Advertising is about selling. By nature, advertising is neither neutral nor objective. Pleading its case through the strongest, most persuasive means, advertising informs, entertains and sells.Occasionally, it even inspires.
Creating advertising that engenders persuasion is to have a sound and properly focused. Persuasive advertising-: its aim to create liking, preference, conviction and purchase of a product. Deciding the budget: •Company has spent huge amount in the ads of axe. •There are so many ads of axe body spray •A man sprays his self with some Axe and women come flocking from all directions. Developing the advertising Campaign: Advertisements are the ones for Axe body spray, which endorse the idea of women as “prizes” for men who use their products.
A thin, beautiful woman said that before he started using Axe brand deodorant she “didn’t think anything of him” and “hated being around him” but ever since he started using the product they started seeing each other. Response of Customers: Overall, these advertisements are sending wrong message- they are negatively impacting our culture, but as long as revenue and sales continue to take precedence over integrity and values, I don’t see a change of this practice in the near future. ThEdA hAi PaR MeRA Hai- KURKURE Objective of Advertising: To analyse the consumer behaviour and perception for Kurkure. •To understand the purchase behaviour of consumer for kurkure. •To understand the power of reference group. •To understand role of shopkeeper in purchase decision.
•To understand the impact of display and poster on consumers Deciding on advertising budget: •Kurkure is one of the premier brands in the light snack industry in India. •The product comes in 4 flavours for the taste of Indian market. It came from the word ‘crunchy’ and is the popular food products in India. •They ave roped in various superstars for promotions of their products. Endorsement by Bollywood stars have been successful in lot of brands and increase the revenue of kurkure. The latest endorsement featured the leading actress- ‘Juhi Chawla’.
The promotion of brand is shown in a funny sequence by Juhi Chawla who has been with it for a year. The lady along with the crunchy flavor comes up for brand advertising but few advertising failed in the market. •The endorsement by Juhi Chawla led to the brand popularity but few of the ads got lost because of inappropriate scripts.But kurkure as a brand is a whole of exciting and tempting.
Developing the advertising Campaign: •Juhi Chawla posing as Tulsi of Kyunki Saas Bhi Kabhie Bahu Thi is a part of advertising campaign. It’s because Kurkure (a Pepsi Foods brand) is attempting to target housewives through their new ads using the bubbly actor. And since the soap sagas are most popular among the housewives who are the key decision makers in matters in the family, company with its creative agency decided to target just them by making a spoof on the popular show. Kurkure’s another tag line 'Kha ke Mast' (Eat and be happy) has been adopted in the new ads too as the company wants to own and adopt the word 'masti' in all its ads. Actor Sanjay Dutt's movie Munna Bhai MBBS has been a rave in India and more so in Mumbai because of the Mumbai lingo that is so rampant in the movie.
Kurkure cashed in on the success of the 'bole to' lingo and incorporated it in its ads which read as - 'Masti Bole to Kurkure. •If masti (fun) and Kurkure are synonymous with each other, so are masti and Juhi and what better than having a coup of sorts by having all three (Juhi, Kurkure and masti) packaged together. Response of customers: •It has strong brand image, positive perception, and positive placements in the markets. •It existed in local market for a long time and got enough images as a recognized brand. •Company has understood the geographical segmentation of the market and the company is able to deliver the best at right place and at right time.
