Upload
ashish-nangla
View
15.898
Download
3
Embed Size (px)
DESCRIPTION
ITM Batch 13B, Introduction to Marketing. By: Amit Gaikwad Jayendra Salunke Jeetendra Singh Sandeep Shirsekar Tushar Patil
Citation preview
ITM Executive MBA, Batch 13B, Term 1, Subject: Marketing
Redesigning of Amul Macho Innerwear Advertisement.
ByAmit Gaikwad
Jayendra SalunkeJeetendra Singh
Sandeep ShirsekarTushar Patil
Presentation Order
Meaning Of Advertisement with Definitions
Why do we need Advertising?
What the Advertiser Must Know?
Major Types Of Advertisement
Major Advertisement Media
Amul Macho & Company History
Visions & Promises of the Company
Details of the Amul Macho AD
Viewing the Amul Macho Advertisement
Questionnaire & the results of it
Age-Gender wise responses
Marketing Brief of Redesigned Amul Macho Ad
Concept of New Amul Macho Advertisement
Bibliography
Presentation Order
Meaning & Definition of Advertisement
According to Philip Kotler, “Advertising is any paid form of nonpersonal presentation & promotion of ideas, goods, or services by an identified sponsor.”
In simple words, “Advertising is a means of informing and communicating essential information.”
What the Advertiser Intends…
Transmit the message of the ad to communicate with the audience.
Audience must see the ad and pay attention to it
Understand and comprehend what the ad conveys.
Influence purchasing behavior of target audience.
Why do we need Advertising?
To help the customer become aware of the product.
To attract the potential customer to the point of sale.
To create demand by presenting a product in a certain way.
To Stimulate repeat purchase of Products & Services.
What the Advertiser must know?
What type of media carry it successfully & economically.
What type of message appeals to the audience.
Ways and means to capture the attention of the audience.
How the audience perceive and interpret it.
How to change the purchaser’s behavior in a way favorable
to the company.
The Five M’s of Advertising
5 Ms
Mission Money
Message
Media
MEASUREMENT
Product Oriented Advertising
Image Advertising
Advocacy Advertising
Public Service Advertising
Major Types of Advertising
Major Advertisement Media
Print Media News Papers
Hoardings
Banners
Magazines
Direct Mail
Major Advertisement Media
Electronic Media Television
Radio
Internet
Cinema Hall
Mobile
About Amul Macho…
Amul Macho is the product name of the Men's range of ‘Amul Innerwear’ products which is manufactured by Kolkata based J.G.Hosiery Pvt.Ltd.
Amul Macho is the third largest innerwear brand in the country for men after VIP and Jockey.
It enjoys the number one position in States like Uttar Pradesh, Bihar and Jharkhand since more than a decade.
It is also one of the leading hosiery brands in western and certain parts of northern India
jgg
J.G Hosiery Pvt. Ltd…
Established in the year 1980, J G Hosiery Pvt. Ltd is one of the oldest players in the organised innerwear market and is popular under the name of ‘Amul Innerwear.’
The company was founded and is being managed by the Seksaria family under the able leadership of its directors: Mr Biswanath Seksaria, Mr.Shyam Sunder Seksaria, Mr. Pankaj Seksaria, Mr. Sandeep Seksaria and Mr. Navin Seksaria.
Back then in 1980, there was a good potential for the organized players in a largely unorganized industry, hence holding huge scope for branded players to provide good quality products and best service.
Currently, the company has three manufacturing facilities in Tirupur, Kolkata & Bangalore and plans to set up 3 more units at Delhi, Kochi & Hyderabad in the next 2 months.
Visions & Promises
According to Seksaria, with the increase in production capacity & further aggressiveness in brand building initiatives, we are aiming to be the leading national innerwear brand by the year 2010. We are also targeting a turnover of Rs. 300 crore for the financial year 2008-09
Details of the Amul Macho AD
The Amul Macho Commercial–‘Crafted for Fantasies’ first hit the television screens in the first week of April 2007 for which Indian model ‘Sana Khan’ was roped in and the ad raised quite a few eyebrows since then. It was created by Pushpinder Singh owned Advertising Agency ‘Saints & Warriors.’
According to Seksaria, the sales of ‘Amul Macho’ increased by 35% immediately after the airing of the commercial which showed that the feedback of the ad had been successful.
However, the Information & Broadcasting (I&B) Ministry prohibited the transmission of the advertisement in the month of July 2007 because they considered it to be indecent, vulgar and suggestive.
Viewing the Amul Macho AD
Click here
Questionnaire Results
Questions YES NO
Reply
Have you seen the Amul Macho Ad? 57 0 57
Is the message clear to you? 49 8 57
Did you like the ad? 36 21 57Do you think the ad should be changed? 29 28 57Do you think it is fair to use seduction in ad? 34 23 57
Age-Gender wise responses
Age Male Female
Like Dislike Like Dislike
Up to 20
21 – 30 29 13 1 5
31 – 40 3 1 1
41 – 50 2 2
51 and above
Total 34 16 2 5
Major Reasons of Liking & Disliking
Reasons for Disliking the Advertisement: Cannot view the ad in front of/ with Family.
Expression of Lady is sexual/vulgar.
Does not make sense.
Does not convey any message
Reasons for Liking the Advertisement: Something different from regular advertisement
Attention of the audience is catched
Expression & enactment by the girl is very good
Marketing Brief of Redesigned Amul Macho Ad
Objective:- To make Amul Macho Underwear a top of the mind brand
Target Segment:- Lower/Middle Class Men Age of 16 years and above
Message:- Wearing Amul Macho Underwear man a Real Man
Medium:- Television Commercial
A newly wed couple go for honeymoon to Shimla.
Scene 1: Wife is sitting on the bed in her
wedding dress.
Scene 2: Husband enters the room
Concept of New Amul Macho Advertisement
Scene 3: Focus shifts to the corner of the
room where clothes of the husband are falling down one after another.
Scene 4: Focus shifts to the wife where she is
now in an extreme upset mood. She now shouts to her husband “Tumhare Paas Woh Nahi Hai Kya???”
Concept of New Amul Macho Advertisement
Scene 5: Wife goes out of the room disappointed.
Scene 6: Husband looks down totally confused !!!
Concept of New Amul Macho Advertisement
Voiceover:-
Amul Macho – Mardon Ki Pehchaan
Concept of New Amul Macho Advertisement
THANK YOU
Bibliography
Marketing Management - Philip Kotler
Saints & Warriors Ltd – Mr. Pushpinder Singh & Miss Divya
Agencyfaqs.com
Redesigning of Amul Macho Innerwear Advertisement