Advertising strategy case study

ADVERTISING STRATEGY

PRESENTED BY : ANKIT PRASHAR (MT14IND005)

DINESH NIKAM (MT14IND013)

DEPARTMENT : MECHANICAL ENGINEERING

BRANCH : INDUSTRIAL ENGINEERING (2014-2015)

INSTITUTE NAME : VNIT ADVERISING STRATEGY

WHAT DOES ADVERTISING MEAN

Advertising simply mean a way of communication that

reaches all types of sector.

It provides information & creates awareness among people

relating to a product or service.

It attracts attention create interest develop desire &

promote action

DEFINATION

Any paid form of non-personal presentation and

promotion of ideas, goods or services by an

identified sponsor.ADVERISING STRATEGY 2

HISTORY OF ADVERTISEMENT

In 1704 the first newspaper advertisement, an announcement seeking a buyer for an oyster in Long Island Estate was published in Boston News Letter.

The first radio commercial was on August 28, 1922 in WEAF, New York for Queensboro Real Estate Corporation.

The world’s first Television Advertisement was broadcasted in July 1, 1941 by watchmaker Bulova on New York station before a baseball.

ADVERISING STRATEGY 3

KEY OF DEVELOPING ADVERISING PROGRAM

1. Setting Advertising Objective

2. Setting Advertising Budget

3. Developing Advertising Strategy

a) Message Decision

b) Media Decision.

4. Evaluating Advertising Campaigns


SETTING ADVERTISING OBJECTIVE

It is a specific communication task to be accomplished

with a specific target audience during specific period of

time.

It should be based on past decision, target market

marketing mix which define the job that advertising must

do in the total marketing program.


POSSIBLE ADVERTISING OBJECTIVE

INFORMATIVE ADVERTISING:

It tell the market about a new product, suggesting new uses for product, informing the market of a price change or explaining how product works.

PERSUASIVE ADVERTISING:

It building brand preference ,encouraging switching to your brand or changing customer’s perception of product attribute.

REMINDER ADVERTISING:

Remind the consumer that particular product will need in future & where to buy it.


SETTING THE ADVERTISING BUDGET

Advertising budget depends upon its Stage in the

Product Life Cycle & Market Share.

Common method for setting advertising budget

are:

I. Affordable method.

II. Percentage of sale method.

III. Competitive-parity method.

IV. Objective & task method.


DEVELOPING ADVERTISING STRATEGY

Advertising strategy has two element i.e Creating

Message & Selecting Media.

CREATING ADVERTISING MESSAGE:

Advertising can only get succeed if advertisement gain

attention & communicate well.

The first step of creating advertising message is to decide

what message has to communicate to customer.

Effective Message strategy begins with identifying

customer benefit that can be used as advertising appeals.

Advertising message may be visualization or a phrase. ADVERISING STRATEGY 8

SELECTING ADVERTISING MEDIA

The major steps in media selection are:

I. Deciding on reach, frequency & impact.

II. Choosing among major media type.

III. Selecting specific media vehicle.

IV. Deciding media timing.


EVALUATING ADVERTISEMENT

While evaluating advertising we evaluate both the Communication effect & Sales effect.

COMMUNICATION EFFECT:

It tells weather ad communicate the message well or not.

It can be measure how the ad affect consumer recall or product awareness, knowledge & preference.

SALES EFFECT:

By measuring by what sales is caused by ad.

Sale effect of advertisement is very hard to measure because sale is affected by many factor.


TYPES OF ADVERTISEMENT

1) Out-Door Advertisement

2) In-Door Advertisement

3) Non-Product Advertisement

4) Radio Advertisement

5) T.V Advertisement

6) Classified Advertisement

7) International Advertisement

8) National Advertisement

9) Local Advertisement

10) Online AdvertisementADVERISING STRATEGY 11

PROSS & CONS OF MEDIA TYPE

NEWS PAPER:

It has flexibility, timeliness, good local market coverage,

broad acceptability & high believability.

But it has short life, poor reproduction quality & small

pass-along audience.

TELIVISION:

It has good mass market coverage, low cost per exposure,

combine sight, sound, & motion.

But hs high absolute cost, fleeting exposure & less

audience selectivity.


CONTINUE..

RADIO:

It has good local acceptance, high geographical &

demographic selectivity & has low cost.

But has audio only, Fleeting exposure, low attention.

MAGAZINE:

It has high geographical & demographic selectivity, high

quality reproduction, long life & good pass-along

readership.

But has long purchase lead time, high cost & no guarantee

of position.


CONTINUE..

OUT DOOR:

It has flexibility, high repeat exposure, low cost, low

message competition & good positional selectivity.

But has little audience selectivity & creative limitation.

DIRECT MAIL:

It has high audience selectivity, flexibility & allow

personalization.

But relative high cost per exposure & problem of junk

mail.


NEED OF ADVERTISEMENT

It enables the customer to compare a choose from the

product and the services available.

It helps to manufacturer to communicate to an audience

whether to sell a product or promote a cause of social

welfare.

Advertising stimulates increase in production and

consequently generates more employment.

Advertising is an essential and integral to the marketing

system.


CASE STUDY


ABOUT FEVICOL

The Fevicol story began in 1959, when the Parekh Group floted Pidilite Industries to capitalize the potential market for synthetic resin adhesive in India.

Competitors :

Araldite

Bondtide

Locite

Dendrite

Company decided to enter in to retail market with collapsible tube & with different packaging for different segment of customer.

The first product line extension was a 30 gram collapsible tube in 1970 for student, professional & educational institution.


CONTINUE… Fevicol is marketed in 54 countries worldwide.

In India alone it is available at over 60,000 stores across the country.

Fevicol is ranked amongst the most trusted brands in India.

It was ranked No. 1 in the Household Care segment of the Most Trusted Brands in India for 2007-08 by Brand Equity

The market segment of Fevicol includes

Carpenters

Interior designers

Architects

Dealers

Household owners who influence choice of adhesiveADVERISING STRATEGY 18

ABOUT AD OF FEVICOL

One of the main reason for Fevicol’s popularity is the

creative marketing strategy created by Ogilvy & Mather.

Fevicol advertisement over the year have always been

remembered.

Ex- Right from Bob Cristo wrestling with a chair made of

Fevicol to a politician who is glued to his chair or to the

hen laid unbreakable egg, or overflowing bus which refuge

to fall apart.

Fevicol advertisement always connect people with humor.


CONTINUE..

Connecting with carpenters:

Over the year Fevicol has introduced a series of programs for carpenters.

Fevicol introduce Fevicol Furniture Book which showcased furniture design which enlighten the carpenters on new design & also help in building awareness for the brand.

The Fevicol Champion’s club (FCC) was another initiative introduced by company. It served as platform for carpenters to increase their social interaction.

Company start sponsoring activities to build relation with families of the carpenters.


CONTINUE..

Connecting people with humour:

The creative strategy that Oglivy & Mather has employed

for Fevicol is “to make bonding a fevicol attribute” & its

advertising has used humour to convey this meaning.

Catch phrases from popular Fevicol TV adds like “Dum

laga kar haisa Zor laga kar haisya”, “Fevicol ka majboot

jodh hai tooteganahi” and “Pakade rehna chhodana nahi”

all this has humour in background.


ADVERTISING BY FEVICOL OVER THE YEAR

Dum laga ke haisha ad (1989).


CONTINUE..

Hen laying unbreakable eggs (1998).


CONTINUE..

Man’s shadow refusing to follow him as it gets

stuck to a Fevicol logo.(2000)


CONTINUE..

Ad on Kashmir issue(2010).


ADVERTISING STRATEGIES OF FEVICOL

HUMOROUS

MEMORABLE

ENTERTAINING

CONECTION WITH COUNTRY


HINDU MYTHOLOGY


INDIAN CULTURE

Fevicol - Joint Family - TVCs.mp4


Fevicol - Joint Family - TVCs.mp4

POLITICS


CRICKET

“ Cricket hi to hai desh ka Fevicol ”


POPULATION


BOLLYWOOD


LOVE


ON COMPLETION 50 YEARS

Funny Memorable Moochwali Fevicol Ad.mp4


Funny Memorable Moochwali Fevicol Ad.mp4

PRODUCT EXTENTION


FINDINGS

High recall value of Fevicol reflects that the advertising

expense made by organization has will covered human

mind space.

Excellent advertising strategies of fevicol made the brand

as most recognizable brand.

54% of the customer make their purchase decisions on the

basis of advertisements.

Advertising helps at large extent in influencing the

prospect for generating first purchase of product.

In Ads of Fevicol the natural activities are linked with

unnatural sequences, that lead to have word-of-mouth-

marketing of product and a remarkable amount of sales is

generated through this.


SUGESSTIONS

Fevicol is known to make advertisements and ad

campaigns that are grounded and which depict India’s true

essence through simple ideas. The recent advertisements

of Fevicol Marine and Raksha Bandhan have failed to

accomplish this.

Wishing Happy Raksha Bandhan in Fevicol Style!.mp4

According to us, they should stick to the formula that has

worked well for them for over the years. which is humor

and simplicity, unless they have something revolutionary.ADVERISING STRATEGY 37

Wishing Happy Raksha Bandhan in Fevicol Style!.mp4

The brand has done exceptionally well in all spheres, such as, brand

activation, television commercials, CSR activities and has had brilliant

marketing strategies.

Their presence in print has been comparatively less. Their print

ads have been remarkable nonetheless. The earlier ads (India map and

Tree ads) had a mass appeal but the newer ones (Magnets and Cut

Copy ads) although extremely witty fail to be understood by the not

so educated consumers in the country,


REFRANCE

Kotler, Philip, Keller, Kevin Lane, Koshy, Abrahan, & Jha,

Mithileshwar. (2009). Marketing Management (13th ed.).

Dorling Kindersley: pearson education in south Asia.

< http://www.academia.edu/8267158/Fevicol_Final >

< http://www.slideshare.net/imransayed14/measuring-

effectiveness-of-fevicol-advertisements >

< https://www.youtube.com/watch?v=0CokBVtn73o >


http://www.academia.edu/8267158/Fevicol_Final

http://www.slideshare.net/imransayed14/measuring-effectiveness-of-fevicol-advertisements

https://www.youtube.com/watch?v=0CokBVtn73o

THANK YOU
