Impact of advtg on brand positioning rasna presentation 1
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Transcript of Impact of advtg on brand positioning rasna presentation 1
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IMPACT OF ADVERTISING ON BUILDING A BRAND-
A CASE IN POINT –ADVERTISING RESEARCH FOR
RASNA UTSAV (REAL CASE STUDY)
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OUR FOCUS
Theme communication for Rasna.
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RESEARCH PERSPECTIVE
To evaluate the effectiveness of our TVC.
And, obtain all relevant diagnosis.
To help in developing, fine tuning our communication for the next season.
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THE MEASURE AND METHODOLOGY
Noticeability
Effectiveness Involvement integrated Motivation. Measured using the Ad Eval communication testing methodology.
Research methodology Face-to-face interviews using a structured questionnaire administered at a central location.
Intrusive interest post forced exposure in arelevant clutter.
Diagnostic inputs Content, message recall and points and impressions gathered.
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STUDY DESIGN
At home Eligibility ascertainment
Invitation to in-hall
In-hall
Involvement – Motivation
measurement for the ad
Forced exposure to Rasna ad
Noticeability measurement
Exposure to Rasna ad in a relevant clutter
The Rasna ad and the clutter was exposed to B&W TV viewers in B&W. And, colour TV viewers in colour.
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STUDY SPECIFICS
Target group
Housewives from SEC A/B/C/D households aged between 20 to 45 years.Who have bought a preparation category brand at least once a month, this season.
Housewives from SEC A/B/C/D households aged between 20 to 45 years.Who have bought a preparation category brand at least once a month, this season.
Centres Delhi, Pune, ChennaiDelhi, Pune, Chennai
Sample size 315 spread equally across the three centres.315 spread equally across the three centres.
Fieldwork timing June 2003June 2003
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SALIENT FINDINGS
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REPORT STRUCTURE
Evaluation of our TVC
• Intrusive interest• Motivation power• Diagnostics
The implications
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CONSUMER BACKDROP
Are predominantly from SEC A,B in Delhi (77%) and SEC B/C in Chennai (82%), Pune (82%).
Colour TV ownership is high (Delhi 94%, Pune 87%, Chennai 72%). In Chennai, a substantial proportion own only a B&W TV (28%).
Refrigerator penetration is near universal in Delhi, while only third of households in Chennai own one. In Pune, more than half own one.
The housewives are full time housewives with school level education spread across age groups.
To know more about the profile click hereTo know more about the profile click here
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RESPONSE TO OUR TVC
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NOTICEABILITY
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NOTICEABILITY MEASUREMENT METHOD (1)
The measure of noticeability is intrusive interest so that we capture real registration of the TVC and not just blind recall/noise in the clutter.
Intrusive interest is measured at two levels -
• Top-of-mind – ad found most interesting to watch
• Any spontaneous mention – which other ads did you find interesting to watch
The clutter used consisted of the ads that were relevant to the target audience and were decided in consultation with client.
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NOTICEABILITY MEASUREMENT METHOD (2)
The Ads In The Relevant Clutter
• Ariel
• Ayush soap
• Clinic Plus
• Dabur Vatika
• Godrej Pentacool
• Pepsodent
• Pepsi
• Rasna
• Stayfree
• Tata Tea
• Anchor white toothpaste
• Arun ice-cream
• Ayush soap
• Lux
• Mirinda
• Mortein
• Preethi Mixer
• Rasna
• Voltas Vertis
• Whisper
Delhi/Pune (Hindi) ads Chennai (Tamil ) ads
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INTRUSIVE INTEREST : CHENNAIAds Found Interesting (Mentioned Spontaneously)
Rank 1 Any Rank
97
53
60
54
45
28
40
39
26
28
39
17
14
10
6
6
5
4
1
0
Rasna Rasna
Arun Ice CreamArun Ice Cream
LuxLux
Mirinda Mirinda
MorteinMortein
Anchor WhiteAnchor White
WhisperWhisper
Ayush SoapAyush Soap
Voltas VertisVoltas Vertis
Preethi MixerPreethi MixerBase : All respondents - 109
Rasna is the dominant leader. In fact, interest in the Rasna ad is universal.
%
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OVERALL NOTICEABILITY OF RASNA AD
75
9196 96
96100 100
4240
969189
97 99
39
0
20
40
60
80
100
Ad found mostinteresting
Ad foundinteresting
Recall ad fromclutter
spontaneously
Recall ad onaiding withcategory
Recall ad onaiding with
brand
%
Delhi Pune Chennai
Base : All respondents –Delhi - 101 , Pune – 105, Chennai - 109
Everyone recalls the ad from the clutter. And, most find it interesting – more so in Chennai.
All coding rank 1 in Q1a
Any rank 1 in Q1a
Rasna coded in 1a or b
Rasna coded in 1a or b or c
Rasna coded in 1a or b or c or d
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OVERALL NOTICEABILITY : BY SEGMENTSDELHI
73
8998 98
7992 92
979794
76
92
0
20
40
60
80
100
Ad foundinteresting
Recall ad fromclutter
spontaneously
Recall ad onaiding with
category
Recall ad onaiding with
brand
%
SEC A SEC B SEC C/D
67
8693 93
8195 98 98
0
20
40
60
80
100
Ad foundinteresting
Recall ad fromclutter
spontaneously
Recall ad onaiding with
category
Recall ad onaiding with
brand
%
20 - 30 years 31 - 45 years
8493
91 96 9797
9696
0
20
40
60
80
100
Ad foundinteresting
Recall ad fromclutter
spontaneously
Recall ad onaiding with
category
Recall ad onaiding with
brand
%
Have a child 2-12 years Others
Interest in the ad is higher among those
above 30 years. No other differences
seen across segments.
SEC Age segments
Those who have a child in 2-12 years vs others
@
@ Small base
@
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OVERALL NOTICEABILITY : BY SEGMENTSPUNE
95 9495
100 10010010096
96
8984
94
60
80
100
Ad foundinteresting
Recall ad fromclutter
spontaneously
Recall ad onaiding with
category
Recall ad onaiding with
brand
%
SEC A SEC B SEC C/D
89
95 9588
98 98
93
90
80
100
Ad foundinteresting
Recall ad fromclutter
spontaneously
Recall ad onaiding with
category
Recall ad onaiding with
brand
%
20 - 30 years 31 - 45 years
SEC Age segments@@
@ Small base
Interest is a little lower in the lower SEC.
And, a little higher among those who have
a young child.
94
94 979785
10010094
0
20
40
60
80
100
Ad foundinteresting
Recall ad fromclutter
spontaneously
Recall ad onaiding with
category
Recall ad onaiding with
brand
%
Have a child 2-12 years Others
Those who have a child in 2-12 years vs others
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OVERALL NOTICEABILITY : BY SEGMENTSCHENNAI
100
100100
100100100100
9710098
96
100
0
20
40
60
80
100
Ad foundinteresting
Recall ad fromclutter
spontaneously
Recall ad onaiding with
category
Recall ad onaiding with
brand
%
SEC A SEC B SEC C/D
98 100 100 100
96 98 100 100
0
20
40
60
80
100
Ad foundinteresting
Recall ad fromclutter
spontaneously
Recall ad onaiding with
category
Recall ad onaiding with
brand
%
20 - 30 years 31 - 45 years
Interest is a little higher among those who
have a young child.
SEC Age segments@
@ Small base
8594 97 97
93 98 100 100
0
20
40
60
80
100
Ad foundinteresting
Recall ad fromclutter
spontaneously
Recall ad onaiding with
category
Recall ad onaiding with
brand
%
Have a child 2-12 years Others
Those who have a child in 2-12 years vs others
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BRAND NAME REGISTRATION
%
Recall brand as…
Delhi
Pune
Chennai
Rasna 81 95 89
Rasna Utsav 13 1 4
Base : All respondents 101 105 109
Most recall the brand as Rasna.
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SPECIFIC REACTIONS
Liked at least one aspect in the ad 98%
• Like the child/child is cute 32
• Boy offers to do the household work 29
• Like the mother child relationship shown
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• Like the orange/Nagpur orange flavour 12Base : All respondents 315
Likes centre around the child.
No dislikes 96% No dislikes are voiced.
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EFFECTIVENESS OF THE TVC
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Consumers are then categorised into : Motivated (involved and motivated), involved only (involved, but not motivated), recall only (neither involved, nor motivated), by -pass (motivated, but not involved).
Apart from the AdEval Score, the shape of the categorisation table is also suggestive of the motivation power of the communication.
Shape of the table What it suggests________________ ___________________________________________
High motivation and involvement
Neither does it motivate nor involve
Tuned-out effect- suggesting differential effecton different segments
Typical of entertaining communication that fails to bond the message to the brand
____________________________________________________________________
The AdEval Test System is based on the proven principle that communication which involves the audience and motivates them to change their attitudes, behaviour - will be effective in real life.
It involves measuring involvement on three parameters - extensiveness, intensiveness of appeal and relevance of the communication. And, motivation on three parameters - opinion formed, increased interest to seriously consider for purchase and importance of impressions received from the communication.
EFFECTIVENESS MEASUREMENT METHOD
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MOTIVATION POWER
%
The Ad Eval scale
Delhi
Pune
Chennai
Involved & Motivated 94 88 91
Involved Only 2 3 1
Recall Only 1 4 3
By-pass 3 6 6Base : All respondents 101 105 109
The advertising has very high motivation power.
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SEC A
SEC B
SEC C/D
20 – 30 years
31- 45 years
Have a child 2-12 years
Others
MOTIVATION POWER : BY SEGMENTS
Delhi Pune Chennai
79
92
89
94
80
91
82
91
97
96
91
97
91
100
89
86
94
85
96
91
91
All – 94% All – 88% All – 91%
%
@
@
@
@
Motivation power is high across segments.
@ Small base
@
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TO LOOK AT NEXT
What Is the Communication Received That Has Resulted in High Motivation Power?
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MESSAGES RECEIVED
Key messages
%
For children 70
Taste 67
Ease of preparation 65
• Easy to prepare 57
• Takes less time 27
Add-on benefits
47Economy37• Price is less
23• More glasses per pack
16Fresh product315Base : All respondents
45Healthy
35Thirst quenching
35Is refreshing
Refreshing drink, health, economy are the other messages received. Some articulate that the product is fresh.
The key messages received are suitability for children, taste and ease of preparation.
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FROM WHERE HAVE THEY RECEIVED THESE MESSEGES
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SUITABILITY FOR CHILDREN
The child
The mother giving into the child’s demands
The child in the ad and the mother giving into the child’s demand for more Rasna – are the key contributors to suitability for children. Nagpur orange also contributes.
• Bacche Rasna pi kar ke kush ho jate hain….
• Bacchon ko bahut pasand ata hai…• Baccha kush ho kar ke pe raha hai…iska matlab bacchon
ke liye accha hoga…
• Baccha Rasna nahin milne par gussa ho jata hai…maa manane ke liye Rasna deti hai…baccha khush ho jata hai….bacchon ko achcha lagta hai…
• Bacche ko Rasna de kar ke manaya ja sakta hai….
Nagpur orange• Rasna is good for children because it has the taste of fresh
Nagpur oranges which gives energy to the child…
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TASTE (1)
Boy’s eagerness to do household work for Rasna has high pick up. And, is a key contributor to taste perceptions.
• Bacche Rasna ke liye kuch bhi karne ko tayar hote hai…• Eske swad accha hai kyunki bacche char glass pi liye
hain phir bhi aur pina chahte hain…is liye kam karne ko
tayar hai…• Wo koi bhi kam kar sakta hai sirf Rasna peene ke liye…
Boy offers to do household work for Rasna
94%
Base : All respondents 315
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TASTE (2)
%
• Mother says no Rasna even if your work/you have already drunk four glasses
93
• Boy is sad 66
• Mother gives Rasna to boy 90
• Boy is happy on getting Rasna/Hugs mother/Says ‘I love you mummy’
86
Base : All respondents 315
Boy’s sadness on mother’s refusal and the transformation to happiness on drinking Rasna has high pick up. And, contributes to taste perceptions.
• Esme Rasna ke liye bacche ko jid karte dikhaya gaya hai…
• Rasna ka swad accha hai kyunki baccha ko accha lag raha tha…• Maa ko bachhe par pyar aa jata hai phir maa bacche ko Rasna de deti hai…
maa bhi khush…baccha bhi khush…• The boy is stubborn that he wants Rasna…gets angry and stands at the door
when his mother refuses.. When his mother gives him Rasna…he is happy…hugs her…says “I love you mummy’.
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TASTE (3)The Bond Between The Mother And The Child
%
Bonding between mother and child 64
• Boy says I love you mummy 58
• Boy hugs mother 13
Base : All respondents 315
• Rasna peene ke bad baccha apni mummy ko kehta hai ‘I love you mummy’…yani ki Rasna accha hota hai ki baccha kushi kushi se kehta hai ki aap bahut acchi ho….
• Rasna se apas mein pyar bardtha hai…
The bonding between the mother and child is picked up. It adds to taste perceptions because it is perceived as the boy’s appreciation of the mother for giving him a tasty drink.
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TASTE (4)
The tagline
The tagline also communicates taste as they interpret it as the boy’s happiness with the taste that leads him to say ‘I love you Rasna’.
• Peene ke bad baccha kush ho kar ke kehta hai ‘I love you Rasna’….
I love you Rasna 65%
Base : All respondents 315
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TASTE (5)
Orange flavour
The orange flavour, specifically, Nagpur orange enhances taste perceptions, as Nagpur oranges are perceived as the best oranges available.
• Swadisth orange flavour bataya gaya hai ….• Iska taste bahut accha hai kyuke isme santara hai…• Orange colour…flavour…is good…• Santre ka taste sabse accha hai…
Orange flavour 77%
• Nagpur ke orange famous hote hain is leye taste accha hoga aur bacche bar bar mangte hain…
• Rasna mein Nagpur orange hai jo bacchon ko bahut pasand ata hai…
• Nagpur ke santare sabse acche hote hain…• Nagpur santare ke liye mahshoor hai…is leye Rasna ka
taste accha hoga…
Nagpur orange 65%
Base : All respondents 315
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TASTE (6)
The Mixing Shot
%
Mixing shot 73
• If powder and liquid are mixed
then the taste is good4
Base : All respondents 315
The mixing shot has high pick up. But the audio in the shot has very low pick up. And, it does not contribute to taste perceptions.
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EASE OF PREPARATION%
AvailableAdvertised in the TVC
Sweetened powder drinks 86 39
Soft drink concentrate 82 26
Unsweetened powder drinks 73 16
Squashes/syrups 62 22
Ready to drink 58 3Base : All respondents 315 315
For many, the type
advertised in the TVC is sweetened
powder.
-• Add sugar
50• Orange powder and liquid
are mixed
315
55
73
Base : All respondents
• Rasna being prepared
Mixing shot
The super ‘add sugar’
is missed which has perhaps led to
perceptions that the type advertised is
sweetened powder. The mixing shot and ‘sweetened powder’
have contributed to perceptions of
ease of preparation.
• Powder aur liquid mix karne se Rasna turant asani se ban kar tayar hojata hai…
• Rasna bahut asani se tayar ho jata hai…• Liquid aur powder mix kiya bas tayar ho gaya…
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HEALTHY DRINK
Drunk by child• Isme kuch bhi hanikarak nahin hai jo ki soft drink ke liye
bahut mahatwapurn hai….isliye bacche ko pilaya ja
saktha hai…
Nagpur orange
• Nagpur orange hai…peene ke liye swasthawardhak hoga…
• Nagpur ke fresh fruit ka bana hai, bacchon ke liye accha hoga…
Healthy drink is received from Nagpur orange and suitability for children.
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ECONOMY
• Its price is less… Rasna …price is less…• A lot of people can drink from one pack…
Familiarity with Rasna contributes
to economy.
315Base : All respondents
The 32 glass pack is not picked up and does not
contribute to economy
perceptions.
32 glass pack 3%
38
FRESHNESS
• Rasna is good for kids.. will remove tiredness…
• Is Rasna mein tazgi hai…
Rasna and their familiarity with Rasna is the contributor to freshness.
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TO LOOK AT NEXT
Are there any differences across centres.
Why these differences.
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MESSAGES RECEIVED%
AllDel
Pun
Che
Taste 67 80 58 62
For children 70 74 75 61
Ease of preparation 65 72 67 58
• Easy to prepare 57 68 57 47
• Takes less time 27 20 48 15
Is refreshing 35 50 26 29
Thirst quenching 35 34 33 38
Healthy 45 57 27 52
Economy 47 15 49 74
• Price is less 37 11 33 65
• More glasses per pack 23 5 38 37
Fresh product 16 42 6 3
Base : All respondents 315 101 105 109
Taste, fresh product is received to a greater extent in Delhi. And, economy is received to a greater extent in Chennai.
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WHY IS TASTE BETTER RECEIVED IN DELHI
%
Aspects recalled All Delhi
• Boy offers to do household work for Rasna 94 94
• Mother says no Rasna even if you work/you have already drunk four glasses
93 95
• Boy is sad 66 61
• Mother gives Rasna to boy 90 97
• Boy is happy on getting Rasna/Hugs mother/Says ‘I love you mummy’
86 91
• ‘I love you Rasna’ 65 45
• Orange flavour 77 94
• Nagpur orange 58 80
– Nagpur has the best oranges 9 22
Base : All respondents 315 101
Nagpur orange is the key contributor to better taste, health perceptions in Delhi as it is the sole element that has better pick up in Delhi compared to others.In a growing SDC market like Delhi ‘I love you Rasna’ has a lower pick up.
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WHY IS ECONOMY RECEIVED TO A BETTER EXTENT IN CHENNAI
%
All
Chennai
• 32 glass pack 3 2
Base : All respondents 315 109
Familiarity with Rasna is perhaps the contributor to better economy perceptions in Chennai. The pick up of the 32 glass pack is lower there.
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IN SUM
The Rasna ad leads on noticeability in a clutter.
It has high motivation power.
The key messages that are received (and drive motivation) are taste, suitability for children, ease of preparation. The other messages received are economy, health, refreshing drink.
The key contributors to the messages are -
• Suitability for children The storyline, specifically, the child shown
• Taste
The storyline – child’s eagerness to do anything for Rasna, his sadness at his mother’s refusal, his happiness on getting Rasna.The taglineOrange flavour – specifically Nagpur orange.
• Ease of preparation
Mixing shotIn fact, it cues ‘sweetened powder’ in a growing SDC market.
• Economy Familiarity with Rasna.The 32 glass pack does not add. In fact, it is not picked up.
• Health Nagpur orange, suitability for children.
• Freshness Familiarity with Rasna
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RELEVANT IMPLICATIONS
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THE RASNA ‘NAGPUR’ ORANGE TVC
It communicates the intended messages very well.
And, the messages are well integrated into the storyline and drive motivation.
Recommend continuing with the TVC as is.
The TVC has excellent clutter through.
Its motivation power is very high.
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NAGPUR ORANGE
Typifying the orange and appropriating the property of best orange (Nagpur orange) has enhanced Rasna perceptions.
• In markets where Nagpur orange is received to a greater extent taste, health, fresh product is better received.
Associating the Rasna flavour with the ‘best’ in that flavour is a step in the right direction.Worthwhile reinforcing in the pack as well.
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SOME CONSIDERATIONS FOR THE NEXT SEASON
‘SDC’ is not picked up, specifically in growing (not so strong) SDC markets (like Delhi).
Could consider communicating ‘SDC’ without detracting from the motivation power.
• Reinforcing the audio on ‘mixing’ in the product window.
• Hindi/vernacular super on the need to add sugar.
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ECONOMY
Economy is a key driver for Rasna.
Is not picked up in the current communication, specifically, in growing (not so strong) markets like Delhi.
• The key cue to economy ’32 glass pack’ is not picked up.
OrCould consider running a separate ‘economy’ ad in growing (not so strong) SDC markets.
Could consider heightening economy perceptions without detracting from the motivation power of the ad.
Showing more glasses filled with Rasna in the pack shot ?
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APPENDIX 1
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THE HOUSEHOLD
44
18
17
33
24
33
24
58
49
0 10 20 30 40 50 60 70 80 90 100
Delhi
Pune
Chennai
%
A B C/D
Base : All respondents : Delhi – 101, Pune – 105, Chennai - 109
7
27
26
10
37
28
39
22
36
44
14
10
0 10 20 30 40 50 60 70 80 90 100
Delhi
Pune
Chennai
%
Upto Rs 3000 Rs 3001 - 5000
Rs 5001 - 8000 More than 8001+
7403
4875
5034
Average (in Rs)
SEC Monthly family income
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DURABLES OWNED
%
Durables owned
Delhi
Pune
Chennai
• Colour TV 94 87 72
• B&W TV 16 13 30
• C&S connection 90 49 88
• Refrigerator 97 59 35Base : All respondents 101 105 109
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THE HOUSEWIFE
%
Age (in years)
Delhi
Pune
Chen
• 20-25 12 12 20
• 26-30 31 39 28
• 31 – 35 30 15 23
• 36 – 40 25 16 26
• 41 – 45 3 17 3
%
Education of housewife
Delhi
Pune
Chen
• School 12 26 27
• SSC/HSC/+2 42 54 61
• Some college but not graduate 1 3 6
• Graduate/Post graduate 46 17 7
%
Housewife – working statusDelhi
Pune
Chen
• Not working 90 89 97
• Working full time 8 6 3
• Working – part time 2 6 -Base : All respondents 101 105 109