Imc End Term Project Part 1

8/9/2019 Imc End Term Project Part 1

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Integrated MarketingCommunicationEnd Term Project Part 1

Submitted by Group 7:

SAYANI MUKHERJEE: 221131

SHRADHA JHA: 221138

SIMARNEET KAUR AHI: 2211!"

SRINI#AS AMARA: 2211!8

#IDIT $AR$: 2211%!


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Table of Contents

Industry/Competitive Analysis:

!rand Image" #ogo and $ackaging:

Consumer $urc%ase $rocess:

Competitive Analysis:

Communication Analysis:

(eferences:


3/21

Industry/Competitive Analysis:

&at'(n) Soa* Ind+,tr- (n Ind(a:

&at'(n) ,oa*, are .a,t/Mo0(n) on,+mer $ood, M $4 t'at are ,o5d 6+(c75-and at re5at(0e5- 5o co,t9 M $ 'a0e a ,'ort ,'e5. 5(.e e(t'er a, a re,+5t o. '()'con,+mer demand or ;eca+,e t'e *rod+ct deter(orate, ra*(d5-9 &at'(n) ,oa* (,an (m*ortant da- to da- re6+(rement o. an- con,+mer9 Soa*, de*end(n) ont'e ot'er (n)red(ent, ma- a5,o mo(,t+r(


4/21

5ar)e n+m;er o. ,ma55 ;rand, '(c' 'a0e 5(m(ted mar7et,9 om*et(t(onamon),t t'e MN , 'a, (nten,(>ed 5ead(n) to ,'r(n7a)e o. mar)(n,9 T'e 5ead(n)*5a-er, (n t'(, mar7et are HU Do0e Pear, +? (.e;+o- &ree


5/21

T'e +r;an ,ector con,t(t+te, % o. t'e tota5 M $ mar7et and 'ad a mar7et,(


6/21

.arm ,ector (55 ;oo,t r+ra5 (ncome, 'ence *ro0(d(n) ;etter )ro t' *ro,*ect,to t'e M $ com*an(e,9 &etter (n.ra,tr+ct+re .ac(5(t(e, (55 (m*ro0e t'e(r ,+**5-c'a(n9 At *re,ent +r;an Ind(a acco+nt, .or %% o. tota5 M $ con,+m*t(on

(t' r+ra5 Ind(a acco+nt(n) .or t'e rema(n(n) 3! 9 Ho e0er r+ra5 Ind(aacco+nt, .or more t'an !@ con,+m*t(on (n major M $ cate)or(e, ,+c' a,*er,ona5 care .a;r(c care and 'ot ;e0era)e,9 Pr(ce o. t'e *rem(+m ,e)ment*rod+ct, (, t (ce t'at o. econom- ,e)ment *rod+ct,9 T'e econom- *o*+5ar,e)ment, co0er +* a;o+t 8@ o. t'e ent(re ,oa* mar7et9

Soa* Ind+,tr-

T'e Ind(an m(dd5e c5a,, *o*+5at(on (, t'e mo,t *rom(,(n) mar7et .or M $ and)(0e ;rand ma7er, t'e o**ort+n(t- to con0ert t'em to ;randed *rod+ct,9 A, *erMcK(n,e- $5o;a5 In,t(t+te M$I4 m(dd5e c5a,, *o*+5at(on (n Ind(a (, )o(n) to(ncrea,e ;- a;o+t 12 t(me, d+r(n) 2@@"/2@2"Q a, a re,+5t ,*end(n) (, e?*ected

to (ncrea,e ;- a;o+t 2@2" .+e55(n) con,+m*t(on demand9 Ind(a (, 5(7e5- to(tne,, a r(,e (n d(,*o,a;5e (ncome to USD 1 1"@ ;- 2@1" .rom t'e c+rrentUSD ""% *er ann+m on acco+nt o. )ro t' (n (nd+,tr(a5 and ,er0(ce, ,ector9

T'ere.ore de,*(te o. '()' *enetrat(on o. t'e ;at'(n) ,oa* (nd+,tr- (t (, ,t(55e?*ected to )ro at a rate o. o0er 18 / 1B a5on) (t' M $ )ro t' rate at1 9

Fr)an(cant *re,ence (n t'(, (nd+,tr-9 A0a(5a;(5(t- o. 7e- ra mater(a5, c'ea*er5a;or co,t, and *re,ence acro,, t'e ent(re 0a5+e c'a(n 'a, *ro0(ded Ind(ancom*an(e, (t' a 7e- com*et(t(0e ad0anta)e (n t'e t ent-/>r,t cent+r-9 Inmo,t cate)or(e, t'e +nor)an(


7/21

U 1!9!

DF#E 1B

PEARS %9"

DETTF 98

I E&UFY 1!9!

SANTFFR 898

FTHERS 239%

U /1!9!DF#E/1BPEARS/13DETTF / 98

I E&UFY/1!9!SANTFFR/898FTHERS/239%

HU L, +? (.e;+o- and Do0e are HU L, 5ead(n) ,oa*, (t' a mar7et ,'are o.1B .or Do0e and 1!9! .or t'e ot'er t o '(5e Santoor 'ad 898 and Detto5

98 accord(n) to N(e5,en data9


8/21


9/21

c+,tomer, ;+t ne(t'er o. t'e,e 0ar(ant, a, ,+cce,,.+5 (n creat(n) m+c' '-*e(n t'e mar7et9

In 2@@" (r(5 a, re/5a+nc'ed a, (r(5 2@@@ a ,7(ncare ,oa* .or t'e 'o5e .am(5-9 T'e *o,(t(on(n) a, dra n .rom an (nternat(ona5 *rod+ct (n t'e e0erL, ,ta;5e

e0er2@@@9 o e (nta, t'e a)enc- t'at (, 'and5(n) t'e acco+nt ,a-, t'at.re,'ne,, (t,e5. 'ad ;ecome )ener(c (n t'e conte?t o. ;at'(n) 'en e0er-;od-'o enter, a ;at' ,a-, t'e- are )o(n) to .re,'en+* 9 (r(5 2@@@ mo0e, t'e

;rand (nto a '()'er emot(on t'at (, ,o.ter c5eaner ,7(n t'at (, (rre,(,t(;5e toto+c'9

am(5(ar(t- and reco)n(t(on o. name and 5o)o

(r(5V T'e >r,t (ma)e t'(, ord ;r(n), to t'e m(nd, o. Ind(an, toda- (, t'e (r(5

)(r5 danc(n) +nder t'e ater.a559 rom Karen +ne5 to Pre(t- (nta t'e (r(5 )(r5a, a *er7- de5()'t to t'e Ind(an a+d(ence9 &- e?*re,,(n) a )(r5L, de,(re to

;rea7 .ree t'e ad0ert(,ement, ere an (n,tant '(t9 T'(, ;o5d comm+n(cat(on'e5*ed ;+(5d (r(5 a, one o. Ind(aL, mo,t *o er.+5 ;rand,9

()+re 1: (r(5 Po,ter

F0er (t, .o+r decade, (n e?(,tence t'e ;rand 'ad ;een 5(n7ed (t' m+5t(*5ea,,oc(at(on, .re,'ne,, and e?c(tement to re0(0(n) ma)(c (n marr(ed 5(.e a/(ra/(5a ad 2@@!4 and to c5ean .re,' to+c'a;5e ,7(n (r(5 2@@@49

Emot(on, ra(,ed ;- 5(r(5

T'e tar)et a+d(ence t'e Ind(an 'o+,e (.e 'ad t(me to 'er,e5. on5- d+r(n) 'er1@ to 1"/m(n+te da(5- ;at' da-/dream(n) a;o+t 'o 'er .a0o+r(te &o55- oodactor9

T'e emot(on, ra(,ed ere t'at o. .reedom and .+n t'e 'o+,e (.e anted toe,ca*e and 'er ,'o er (n t'e ;at'room a, ,-m;o5(c o. t'(, 'ere ,'e


10/21

,+,*ended 'er ,tr+))5e, a, a 'o+,e (.e .or ,ome t(me and ,(m*5- enjo-ed 'er;at'9

ord a,,oc(at(on .or t'e ;rand (t'An(ma5 / Parrot

o5o+r / $reen

In,tr+ment / $+(tar

Pac7a)(n)

Pac7a)(n) (, anot'er a,*ect '(c' 'a, ;ecome (ncrea,(n)5- (m*ortant9 Trad(t(ona55- t'e *ac7a)e *ro0(ded on5- t'e .+nct(ona5 ;ene>t, ,+c' a,

econom- *rotect(on and ,tora)e9 No *ac7a)e (, con,(dered a, con,+merL,>r,t e?*o,+re to t'e *rod+ct ,o (t m+,t ma7e a .a0ora;5e >r,t (m*re,,(on9

T'e ,oa* no 'a, a d( erent *ac7a)(n) t'e ear5(er t()'t/ ra**ed co0er 'a,;een re*5aced ;- a ;o?/t-*e *ac7(n) and t'e 5()'t )reen co5o+r 'a, )(0en a-to a dar7er ,'ade and )5o,, >n(,'9

()+re 2:5(r(5 2@@@

Consumer $urc%ase $rocess:$roblems Addressed:

(r(5 .or Men *ro0(de, a ;at'(n) ,o5+t(on ;- a +n(6+e ,oa* tar)eted .or Men9Men t'e,e da-, *re.er to 'a0e t'e(r o n c+,tom(


11/21

T'(, *rod+ct ,o50e, t'e .o55o (n) *ro;5em,

• 5ean, ;od-

• &r(n), .re,'ne,,

• Remo0e, ;od- odor

• Remo0e, , eat

• Protect, .rom 'arm.+5 ;acter(a

• Im*ro0e, )5o (n t'e ,7(n

.%at is t%e recogni able need or 0ant1

(t' t'e ad0ent o. d( erent *rod+ct, .or men n ;ea+t- ,e)ment and ot'er*er,ona5 care *rod+ct,9 T'ere (, a ,+dden ant(c(*at(on t'at Men *re.er t'e*rod+ct, to ;e c+,tom(


12/21

oo7(n) at t'e ;randL, trajector- t'e 5a+nc' o. a ,'o er )e5 ;- (r(5 a, m+c'a'ead o. (t, t(me and t'e 0ar(ant, ere ,omet'(n) t'at con,+mer, co+5d notre5ate to9

on,+mer, tend to ;e ;rand 5o-a59 So mot(0at(n) con,+mer, to tr- a ne ;rand

o. ,oa* (, to+)'9

So (n t'e .a,t *ace or5d ,'e5. ,*ace and *o(nt o. ,a5e mar7et(n) ;ecome,more (m*ortant t'an ;rand e6+(t-9 Fnce c+,tomer, ;ecome 5o-a5 to -o+r;rand (t (, to+)' to ;rea7 t'e 'a;(t9

$ositioning:

re,'ne,, a, t'e ma(n o er(n)

re,'ne,, a, mean, to ,oc(a5 acce*tance reco)n(t(on a,*(rat(on +* ard

mo;(5(t-Targeting 4 Communication:

Ad, t'at ,'o r+ra5 con,+mer=,em(/+r;an con,+mer a,*(rat(on,

Pr(me tar)et, o+5d ;e Men 'o d e55 (n r+ra5 and ,em(/+r;an demo)ra*'(c;et een 1%/!" -ear, 9

Competitive Analysis:(evie0 of communication strategies by competitors

&5 G6 (28 96 &

#ogo:

!elo0 t%e #ine $romotion:

$odrej No 1 mar7et(n) ,trate)- (, ;e5o t'e 5(ne *romot(on and 'a, +,ed t'e3 1 ,a5e tr(c7 o0er t'e -ear,9

Godre 9o & A Campaign


13/21

• $odrej No1 ne0er or7ed on .anc- *romot(on ;+d)et and (t, ad0ert(,(n) ,*endd+r(n) (t, )o5den -ear, ere ne0er '()'er t'an 1@/12 crore,9

• ord F. Mo+t'L *+;5(c(t- 'ad ;een t'e major too5 +,ed ;- ;rand o0er t'e-ear,9

• T'e ;rand 'a, a5 a-, 'ad a d( erent mar7et(n) ,trate)- .or Area, 5(7e P+nja;'ere (t 'a, t'e ma?(m+m ,a5e,4 and re,t o. Ind(a9

• In -ear 2@@" t'e ;rand '(red T# Star Mona S(n)' .or (t, cam*a()n(n) (n P+nja;'ere t'e ,oa* (, a mar7et 5eader and 'o5d, 2@ o. t'e ,oa* mar7et9

• T'e ad '()'5()'ted t'e mer(t, o. +,(n) a )rade1 ,oa* '(c' )(0e, more 5at'er5a,t 5on)er and t'+, (, a )reat 0a5+e/.or/mone- *ro*o,(t(on9 " )m ;ar o.$rade III to(5et ,oa* o+5d 5a,t .or 28 ;at', com*ared to $rade I ,oa* '(c'5a,t, m+c' 5on)er94

• Ho e0er o0er t'e -ear, t'e ;rand 'a, dec(ded to re0am* (t *+;5(c (ma)e and'a, ,tarted com(n) +* (t' ne ad cam*a()n,9

• I,'a S'ar0an( a, '(red a, t'e ;rand am;a,,ador .or $odrej no 1 ,oa*9 T'eRo,e 0ar(ant ad ,tarr(n) I,'a S'ar0an( a, one t'e mo,t atc'ed ad o. 2@129

$ackaging

•8 -ear o5d Soa* &rand $odrej no 1 dec(ded on .oc+,(n) (t, *ac7a)(n) on5-a.ter 5ate 1B8@L, 'en ;rand, '+)e and +nattract(0e ,(


14/21

• Pre,ent5- t'e ;rand 'a, d( erent and attract(0e *ac7a)(n) .or (t, ent(re 0ar(antand (, t'e on5- Soa* ;rand '(c' .oc+,e, e?c5+,(0e5- on +,(n) a omenL, .aceon (t, ,oa* jac7et9

• Ho e0er e0en (t' re;a5anc(n) o. (t, ,trate)(c mar7et(n) act(0(t(e, t'e ;randdoe,nLt ;e5(e0e (n c'an)(n) t'e ent(re 5oo7 and .ee5 o. t'e *rod+ct and ne0er

ant, to .oc+, on con.+,(n) t'e c+,tomer9

Aggressive istribution

• $odrej No1 a, a ;rand a, con,(dered to ;e 0er- ea7 (n r+ra5 area, and a,a ;rand 5eader on5- (n P+nja;9

• Ho e0er t'e ;rand c'an)ed (t, d(,tr(;+t(on ,trate)- and ro*ed (n !@@@ ,+;,toc7(,t and 12"@ d(,tr(;+tor,9 At *re,ent t'e ,oa* (, a0a(5a;5e (n 2 m(55(on,'o*, and 2"@@@ 0(55a)e, (n Ind(a

*5 632

Main C%annels of Communication:

e;,(te

#(deo Yo+ T+;e W4

T# commerc(a5,

Soc(a5 net or7, ace;oo7 T (tter4

&(55;oard,

#ogo :

Marketing Campaigns:

Do0e , am*a()n .or Rea5 &ea+t- 'a, ;een one o. t'e mo,t ta57ed a;o+tcam*a()n, earn(n) *ra(,e .rom *eo*5e (n t'e ad0ert(,(n) or5d a, e55 a, .romrea5 con,+mer, .or re*re,ent(n) ,omet'(n) d( erent to t'e t-*(ca5 .a,'(onad0ert(,(n)9


15/21

T'e Do0e am*a()n .or Rea5 &ea+t- (, a or5d (de mar7et(n)cam*a()n 5a+nc'ed (n 2@@! t'at (nc5+de, ad0ert(,ement, 0(deo or7,'o*,,5ee*o0er e0ent, and e0en t'e *+;5(cat(on o. a ;oo7 and t'e *rod+ct(on o. a*5a-9

T'e *r(nc(*5e ;e'(nd t'e cam*a()n (, to ce5e;rate t'e nat+ra5 *'-,(ca5 0ar(at(onem;od(ed ;- a55 omen and (n,*(re t'em to 'a0e t'e con>dence to ;ecom.orta;5e (t' t'em9

T'(, cam*a()n .eat+red re)+5ar omen non/mode5,4 'o ere ;ea+t(.+5 (nt'e(r o n a- and d(d not >t (n (t' t'e (dea5(


16/21

3ideos/;ilms:

Do0e ,tarted t'e Do0e Se5./E,teem +nd t'at c5a(m, to c'an)e t'e e,ternconce*t o. ;ea+t- .rom +5tra/t'(n mode5, (t' *er.ect .eat+re, to ma7(n) e0er-)(r5 and oman4 .ee5 *o,(t(0e a;o+t 'er 5oo7, no matter 'at t'e- are9 In an

e ort to *romote t'e +nd Do0e ordered a ,er(e, o. '()'5-/,+cce,,.+5 on5(ne/;a,ed ,'ort >5m, *romot(n) t'e ,e5./e,teem conce*t '(c' to date(nc5+de, Da+)'ter, '(c' a5,o a(red a, a "/,econd te5e0(,(on ,*ot d+r(n)t'e S+*er &o 5 4 E0o5+t(on '(c' ent on to (n a n+m;er o. 'ono+r,(nc5+d(n) t o anne, (on, $rand Pr(? a ard,4 Fn,5a+)'t and Am-9 or e9)9Fn,5a+)'t (, a ne 0(ra5 >5m t'at de*(ct, t'e con,tant ;arra)e o. ;ea+t-(ma)e, t'at )(r5 a;,or; e0er- da-9 &ot' 0(,+a55- and emot(ona55- *o er.+5 t'e>5m (, a a7e/+* ca55 .or an-one concerned a;o+t t'e .actor, t'at (m*act ,e5. e,teem (n -o+n) )(r5,9

.orks%ops:Do0e cond+cted a ,er(e, o. ,e5. e,teem or7,'o*, and *ro0(ded ne on5(ne ,e5. e,teem too5, .or mom and )(r5,9 T'(, a, done to 'e5* )(r5, mom, and mentor,rea5(


17/21

#abelling:

T'e U Trade 'aracter or o)o (, *re,ent *rom(nent5- on t'e *ac7a)e9 Ano0e5 meta55(c,+;,trate *ac7a)(n) ,'o ca,e, t'e (n)red(ent, and a .ema5emode5 (, ,'o n on t'e *ac79 A5,od(,*5a-ed )ra*'(ca55- are t'e 7e- (n)red(ent,9

$ublic (elations:

+? 'a, ;een ma(nta(n(n) con,tant comm+n(cat(on, (t' (t, c+,tomer, and*otent(a5 c+,tomer, o. t'e 0ar(o+, de0e5o*ment, ta7(n) *5ace (n t'e ;rand ;-+,(n) *re,, re5at(on,9

2vents:

+? ce5e;rated " -ear, o. e?(,tence (n a )rand a- ;- +n0e(5(n) S'a'r+7'K'an a, t'e(r 5ate,t ;rand am;a,,ador9 Kareena Ka*oor J+'( 'a 5a Sr(de0(and Hema Ma5(n( )raced t'e e0ent and made (t ,*ec(a59 A55 t'e ,tar, 'a0eendor,ed +? (n t'e *a,t9 T'e e0ent a, 'e5d at t'e )rand Intercont(nenta5 (nM+m;a(9

#imited 2dition:

(m(ted ed(t(on: om(n) +* (t' 5(m(ted ed(t(on o. t'e ;rand (, a5,o a a- o.attract(n) attent(on to ard, t'e;rand9 It create, a ;+


18/21

Celebrity 2ndorsements:

T'(, HU *rod+ct a, 5a+nc'ed (n Ind(a (n 1B2B and (t, 0er- >r,t ad0ert(,ement.eat+red ee5a '(tn(, a, t'e ;rand am;a,,ador9 +? *o*+5ar5- ta))ed (t,e5. a,

T'e ;ea+t- Soa* o. (5m,tar,Z9 It 'a, 'ea0(5- ad0ert(,ed (n Ind(a +,(n)

&o55- ood actre,,e, a, (t, ;rand am;a,,ador, .rom A,'a Pare7' Ma5a S(n)'Hema Ma5(n( Re7'a to Kareena Ka*oor A(,' ar-a Ra( Pr(-an7a 'o*ra andKatr(na Ka(. (n t'e 5ate,t ad,9 T'e ;rand 'ad +,ed ma5e actor, on5- t (ce (n (t,ad0ert(,ement, S'a'r+7' K'an a, .eat+red on t'e com*5et(on o. t'e

" t' -ear, o. +? ,oa* ;rand (n 2@@" '(5e A;'(,'e7 &ac'c'an came a5on)(t' A(,' ar-a Ra( &ac'c'an (n t'e -ear 2@@B '(c' a, a(red a5on) (t' a

*romot(ona5 o er9

Sales $romotions:

T'(, H(nd+,tan Un(5e0er *rod+ct 'a, .oc+,ed on 0ide promotions mo,t o.'(c' 'a, ;een ,'ort 5(0ed9 A*art .rom ta))(n) (t,e5. a, a ;ea+t- ;rand made

.or t'e ,tar, (t 'a, e0en de,()ned ,'ort term *romot(on, .or ,a5e,9 Fne o. t'e

.amo+, one, ;e(n):

• ?T%e #u@ Gold Star 6 erB T'(, a, one o. t'e *o*+5ar *romot(on, '(c'o ered )o5d co(n, (n .e ,e5ected ,oa*,9

• ?Star !ano Ais% DaroB T'(, o er )a0e a c'ance to .e 5+c7- (nner, 'o)ot a c'ance to 5(0e a da- 5(7e A(,' ar-a Ra( (t' )(.t o er, ort' R,9"@ @@@.rom S'o**erL, Sto* and ;ea+t- ma7eo0er ;- M(c'e55e T+n) and Neeta +55a


19/21

,aree, A(,' ar-a Ra(L, .a0or(te ,t-5(,t and de,()ner49 T'e ;+m*er *r(n(,'ed " -ear, o. ,tardom9 In t'(,o er ,e5ected 5+? ,oa* *ac7et, 'ad ,tar, *r(nted (t' n+m;er " (n,(de t'e

ra**er9 T'e 5+c7- (nner, )ot t'e o**ort+n(t- to a0a(5 .ree ,+**5- o. +?,oa*, .or a -ear9

Advertisements

USP or t'e common t'read t'ro+)' a55 t'e ad0ert(,ement, (, t'e Pre,ence o.Mo0(e Star, t'ro+)' t'e a)e,9

T'e *rod+ct 'a, ;een *o,(t(oned on t'e ;a,(, o. RE EREN E $RFUP ;- +,(n) ace5e;r(t- *o*+5ar at t'at *o(nt (n t(me9

Some amo+nt o. attr(;+te *o,(t(on(n) ;- ment(on(n) t'e 0ar(o+, (n)red(ent,'a, a5,o ;een done9

+? cam*a()n, 'a0e ooed m(55(on, o. *eo*5e o0er t'e decade,9 Po*+5ar5-7no n a, t'e ;ea+t- ,oa* o. >5m ,tar, +? 'a, ;een an (nt(mate *artner o. t'e;r()'te,t ,tar, on t'e ,(50er ,creen

decade,9 An ode to t'e(r ;ea+t- an anno+ncer o. t'e(r ,tardom ad0ert(,(n)

cam*a()n, on +? 'a0e .eat+red >5m ,tar, acro,, t'e nat(on *rom(,(n) t'e(r;ea+t- and com*5e?(on to ord(nar- omen9 (t' to* mo0(e ,tar, .romMad'+;a5a to Mad'+r( .rom &a;(ta to Kar(,ma and Kareena 'a0(n) endor,edt'e )oodne,, o. +? o0er )enerat(on, (t a, nat+ra5 t'at t'e ;rand 'a, ;+(5te6+(t- a, t'e ;e,t ;ea+t- ,oa* (n Ind(a9 rom t'e ;e)(nn(n) +? ;- +,(n) a5ead(n) >5m ,tar o. t'e t(me 'a, .+5>55ed t'e con,+mer,L a,*(rat(on, o. +,(n);ea+t- ,oa*, 0(a t'e rat(ona5e /(. (t , )ood eno+)' .or a >5m ,tar (t , )ood .orme9 T'(, 5ater mo0ed (nto a tran,.ormat(on ro5e o. 'a0(n) a ;at' (t' +?

'(c' tran,*ort, t'e +,er (nto a .anta,- or5d o. (con, >5m ,tar, and .a(r-5and,9

Katr(na Ka(. 'a, ;een ro*ed (n to ;ecome t'e ;rand am;a,,ador o. +? 5ate5-9In t'e ad0ert(,ement o. J+5- 2@12 '(c' ,tar, ;ot' Katr(na Ka(. and S'a'r+7'K'an (n t'e cam*a()n9 T'e- endor,ed t o 0ar(ant, o. t'e +? ,oa* +? Peac'and ream and +? Stra ;err- and ream9 T'e .ra)rance o. t'e ne +? ,oa*,tand, .or 5o0e and ,en,+a5(t- and t'e ad +,e, t'e ,5o)an &e7a;ooZ9 T'e ad

a, made to ;e *romoted at t'e t(me 'en ;ot' S'a'r+7' K'anL, and Katr(naKa(.L, mo0(e a, a;o+t to ;e re5ea,ed9

Communication Analysis:


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(evie0 of communication of #iril

#iril T3 Commercials over time:

• T'e >r,t (r(5 T# commerc(a5 came (n 1B8" ;- o e (nta,9 It ,'o ed a

ater.a55 and Karen +ne5 t'e mode5 (n 5(me )reen , (m ,+(t .ro5(c7(n)+nder t'e ater.a559 T'e ad comm+n(cated t'at t'e *rod+ct (, .or.re,'ne,,9 T'e .re,'ne,, o. 5(me 'ad ;een a,,oc(ated (t' t'e *rod+ct9

T'e ater.a55 a5,o )a0e a .ee5(n) o. .re,'ne,,9 T'e ater.a55 commerc(a5and (t, ,trate)- ere aro+nd t'e ,en,+o+,ne,, and .re,'ne,, aro+nd t'e;rand and omen9 It (, re5ated to a oman d(,co0er(n) 'er,e5. ;e-ondt'e .o+r a55, o. 'er ;at'room9 T'at a, t'e t'en USP o. t'e ;rand

'(c' 'e5*ed (r(5 ;ecome an (con9 T'e >r,t (r(5 )(r5L Karen +ne5;ro+)'t (n t'e .re,'ne,, a**ea59 Her care.ree ca0ort(n) +nder t'e

ater.a55 (nc(denta55- ,'ot at t'e Pam;ar a55, (n Koda(7ana5 Tam(5

Nad+4 a, ,een to ;e ,-non-mo+, (t' t'e omenL, 5(;erat(on ta7(n)(n), (n t'o,e t(me,9 Ta)5(ne a, ome a5(0e (t' (r(5 .re,'ne,,Z9

• A.ter t'e >r,t (r(5 ad t'ere 'a0e ;een man- ,+c' ad0ert(,ement,,'o (n) man- (r(5 )(r5, ,+c' a, Anja5( Jat'ar (n 1BB1 Pooja &atra (n1BB3 R+c'( Ma5'otra (n 1BB! Pre(t- (nta (n 1BB 9 T'ere 'a0e ;een 5(tt5emod(>cat(on (n t'e ad0ert(,ement, and a55 t'e ad0ert(,ement, 'ad t'e,ame comm+n(cat(on/ t'e .re,'ne,, o. 5(meZ9 T'e j(n)5e, ere a5,o,ame (t' 5(tt5e mod(>cat(on (n t'e ad ;- Pre(t- (nta9

• In 1BBB Hr(,'(ta T'a77ar a, ,'o n (n an ad '(c' a, 5(tt5e d( erent,'o (n) .re,'ne,, o. ra(n (n t'e (r(5 Ra(n.re,'9 T'e o5d j(n)5e a, a5,onot +,ed9 A.ter t'at (n 2@@@ came t'e dee* ,ea ad '(c' a5,ocomm+n(cated a;o+t t'e .re,'ne,, o. t'e ,oa* and ,'o ed t'e 5one )(r59

• Anot'er ad0ert(,ement came ,omet(me ,'o (n) romance (n a co+*5e'(c' 'ad ,ome ,e? a**ea59 T'e comm+n(cat(on a, t'e ,ame t'at o.

.re,'ne,,9 T'e *rod+ct 'ad a5oe 0era a5on) (t' 5(me9

• A.ter t'at t'ere 'a, ;een a )reat c'an)e (n t'e comm+n(cat(on ,trate)-o. (r(59 T'e *rod+ct and (t, comm+n(cat(on e0er-t'(n) c'an)ed9 (r(5

2@@@ a, (ntrod+ced9 T'e T# ,*ea7, a;o+t t'e 2 @@@ ,en,(t(0e *o(nt, (no+r ;od- t'at (r(5 re.re,'e, and rej+0enate,9 Int(mac- 'a, 0ar(o+,mean(n), t'at one can de>ne .or (r(5 2@@@9 Ho e0er 'at (t ,tand, .or(, t'e 2 @@@ a-, o. ;e(n) clean" fres% and intimate 0it% t%e family 9

T'e recent commerc(a5 )(0e, one a ,en,e o. .re,' to+c'a;5e .ee59 T'e.oc+, 'a, ,'(.ted .rom (nd(0(d+a5(,t (nd+5)enceL to .am(5- (nt(mac-L9 T oad, are t'ere one ,'o (n) a a co+*5e and a c'(5d anot'er ,'o (n).at'er and '(, 5(tt5e da+)'ter9


21/21

(eferences:14 'tt*:== 9d()(ta5(m*+5,e9(n=(n,()'t,=ta)='+5/mar7et(n)/,trate)-=[9#K\,%tKU.PI

24 'tt*:== 95+?9com=(n\en=o+r,tor-=de.a+5t9a,*?

34 'tt*:== 9+7e,,a-,9com=e,,a-,=mar7et(n)=(nte)rated/mar7et(n)/comm+n(cat(on/o./do0e/com*an-/mar7et(n)/e,,a-9*'*

!4 'tt*:== 9d()(ta5(m*+5,e9(n=(n,()'t,=ta)=mar7et/,'are/o./'+5/,oa*,/(n/(nd(a=

"4 'tt*:==art(c5e,9econom(ct(me,9(nd(at(me,9com=2@@B/@8/@"=ne ,=2 %!8888\1\7aren/5+ne5/;rand/5(r(5/;rand/am;a,,ador=2

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Imc End Term Project Part 1