Adalysis - 3

Brand: Carlsberg.... BEER !

Introduction:

India has seen quite a lot of activity in beer recently. Tiger entered with widespread advertising and budweiser banked on the excitement that followed the announcement of its entry. King Fisher has always been adorning "Wine Shops" with beaches and babes and humming to the famous "Ooh la la la la le le lo". Other brands that Indian guzzlers swear by include - Cobra, Foster's, Royal Challenge, Heineken etc...

Background Info:

Inida as a society still frowns upon liquor. However, in 2006, 220 million cases of beer were sold like hot cakes. 55% of the Indian population today is less than 25 years old (TKC Liberalisation's children). Consumption of beer has jumped 51% from 2002 to 2006, riding on the back of a young population with rising incomes and a tendency to guzzling booze.

Adalysis:

Today's Ad gets quite the Thumbs up from me. Read on to find out why...

Alcohol advertising, according to me is most noticed when it appeals to the inner escapist in every 'drinker'. No matter how many hardcore fans protest, Alcohol is a stimulant. Period. Just like smoking, it is associated with a fantasy which can only result from an escape from reality. Don't believe me? Check out the following lines:

"Life is calling, where are you?"(Smirnoff)
"Never run out of it"+ daredevil imagery (Seagram's Fuel)
"I'm in the mood for mischief" (White Mischief)
"The world steps aside for the man who knows where he is going... Keep Walking" (Johnny Walker) - Being a high-end brand it appeals to the ultimate male ego of being an unstoppable, successful, hero... who is sure of himself... who knows where he is going.

And how about smoking? With all the 'smooth' lines and the 'Kings'and the images of high society men with unrealistically hot women. Cigarette Advertising in the US has been blamed for reinforcing ídeal woman'stereotypes with lines like 'smooth', 'slims'etc... by Jean Kilbourne.

All these tactics, coupled with "ideal life" images work wonders on the potential escapist.

Beer has always taken a "bonhomie" route. Whether it may be frolicking with hotties on the beach or chilling in front of the TV, beer stresses on the 'friends' aspect strongly. So in a category which usually stresses on values like: friendship and camaraderie (Bud), fun (Bud again, Kingfisher), getting the girls (so many.... I can't recall names), being cool, making a statement etc... Carlsberg goes on to establish a "Truly Global beer brand image". If you haven't been following this, the campaign consists of large images of major world destinations and right there, just big enough for the writing to be noticed on it will be a green truck with "Carlsberg"painted on it. The line then goes as "Probably the best in the World".

I love the positioning. It gives a very intelligent image to the brand. It also appeals to a very intelligent audience. So it won't surprise you if I told you that I found this ad in the inner pages of the Economic Times in Bombay. The messaging is very clear - Probably the best in the World. No tall claims, but no beaten humility either. The image is clear - Carlsberg is a truly Global brand. And the "adventure" and "fantasy" aspect has not been forgotten either. It works beneath the surface...

Think about it... exotic locales... travel... adventure! No cheap thrills like oily hunks on surf boards and bikini-clad women. A more serious, realistic adventure.

No proposed solution. Rock on, Carlsberg!

References:

TKC - The Knowledge Company analysis, Marketing Whitebook
GSB Konkani's Blog - "Alcohol Industry in India - High-spirited growth" by Dr. Uday Lal Pai

Adalysis - 2

Brand: India Infoline

Introduction:
Advertising was never the domain of stock brokers. This field usually was considered to cater to those who are too sophisticated to be influenced by messaging. Investment is essentially a careful, intricate process in which you're trying to get the maximum gain. However, with the increasing cases of investment being managed by portfolio managers or by stock brokers, the actual investor need not be involved in the intricacies and could be driven by intangibles like "Security, Trust, Transparency, Secure Future"

Background info:
IMRB found that 50% of the Indian population saves for the future, one of the highest among Asian nations and which had seen an extreme rise in recent times. The MAX-NCAER India Financial Protection Survey found that 43.6% of the investing households were salaried and the other bulk (34.6%) were those who were self-employed in a non-agricultural profession. Stocks seems to be the preferred investment of hard-core investors because most investment money flows into this option. However, investment in insurance is a more widespread phenomenon in India.

Adalysis:
Today's ad follows a very different route, with a good enough insight. The daughter's wedding is one of the most important concerns for Indian parents. This is where most of the money is spent and this is the event for which most money is saved up. They also cite the importance of investing by conveying the message that "Things beyond money, cost money!". But it mixes up a bit. I've found the following messages in the ad:

1. "Things beyond money, cost money thus money fulfills dreams"
2. "We respect your well-earned success by making your savings grow"
3. "We grow money quickly and safely"
4. (tagline) - "It's all about money, honey"

(1) works because of the daughter's wedding being a major indicator of the family's prestige. Thus, it really is a 'dream' which is beyond money, but for which money plays an important part

(2) works too. The money that is being entrusted to the brokers has been earned over years of success in career, making the right choices and struggle. Riches stand witness to how succesful a person was in his life.

(3) works. A very practical statement. While many prefer conservative portfolios of life insurance, fixed deposits, post-office savings etc... there are the hardcore investors who try aggressive investing in real estate, equity etc... In the latter case the need is a relatively quick growth of the sum invested, while the "safety" of the means of achieving the same is the greatest cause of concern.

This would work moderately well in the current economic scenario, but I am not convinced. Why not? Let's see in the Proposed Solution.

(4) er... I'm sorry. Things beyond money, safety, family prestige and all of a sudden "It's all about money, honey!" Besides sounding cheesy (I do not comment on the creative treatment in Adalysis), it is a complete disconnect. If it's all about money, honey, then why talk about all the other intangibles? Just stick to the money! It would be better to just reinforce (3).

Thus what I feel is that this brand has just gathered a bunch of insights and tied them together to drive in the point. Too bad. These would work brilliantly if:

a) one or two of them were chosen and made the central messaging
b) the different aspects were taken and treated in a phased manner - starting from concerns of investors, moving on to the very practical and systematic approach of the brand and then culminating in the intangibles like trustworthiness, security etc...

Proposed Solution:

The ING Investor Sentiment Dashboard Index found that investor confidence jumped 74% in the last quarter. 64% of investors are secure about their jobs and many have a very positive outlook for the future. This is the highest in Asia. The confidence arises from serious economics - India's growth was driven by domestic investment and domestic consumption. For example, the Retail sector was progressing slowly, with many international players in apparel retail. But the real push came from players like Spencer's and Shopper's Stop. Then the boom came with Future Group. Soon after their success, Reliance Retail, Bharti, Subhiksha, Tata etc... dived in to get a slice of the pie.

In the wake of this confidence and given that 22% investors in India (ref: IMRB-Pitch survey) believe in taking risks, there is a great opportunity to play the practical and "safety" notes.

Secondly, of this 22%, around 38% dream of setting up their own business. Here lies the opportunity to talk about security and a bright future.

Finally, the daughter's marriage and other traditions open up the opportunity to talk about trust, reputation, happiness.

NOTE: THE FEAR APPEAL (eg: Economies are down, be careful, trust BRAND A) would not work too well. Firstly because, (HBR South Asia April 2009), consumers are more receptive to positive messages, with the media harping on crisis, scams, Satyam, Madoff etc... Also, Indians have positive feelings about the future, as already mentioned.

Thus I suggest:
Step 1: "The Future is bright, the clouds are passing, opportunities are opening up"
Step 2: "Practicality and safety due to the efficiency of the stock brokers"
Step 3: "Various cultural factors and traditions - how good investing with the brand is about more than money"

Guys... please kill the tagline! And if you can't, develop on Step 2.

References:

1. Businessworld Marketing Whitebook - MAX-NCAER research
2. ING Investor Sentiment Dashboard Index - from Economic Times
3. Pitch-IMRB UrbanScape 2009 - Pitch issue March 2009
4. Harvard Business Review, South Asia, April 2009 - "How to market in a downturn"

Adalysis - Kaya

Introduction:
Well, healthcare advertising seems to be on a major wave in India right now. Big names have set up their own dedicated shops to handle healthcare accounts. I have a copywriter friend who's been a Healthcare + Human Care Advertising Copywriter for the past three years. The health sector in India is witnessing major corporatisation and the wellness sector major FDI, retail projects (Kaya, Evolve, Gold's Gym) and entry by big Indian names like Birla etc... By the way, did you know that only 2% of the Indian population has health insurance? This sector is going to go crazy with the rising healthcare costs....

Kaya is currently also running a campaign for its skin clinic with the theme "Designer skin from Kaya". It's got some hot models posing with a lot of skin shown more 'sensually' than 'sexually' in haute-société backgrounds with the line. Will do an adalysis in the near future....

Client: Kaya Clinic

Agency: No idea... I think it's McCann Healthcare or Grey

Adalysis:
Did you know losing weight was dangerous? The current trend is a skepticism of these quick-fix health solutions. TKC found that 22% of a country-wide survey's respondents cited weight problems as a major health concern. The success of weight-loss programmes also showed the rising trend to avail of the same. Today's young and adults are aware of symptoms and ailments and also discerning about the side-effects of quick-fix modern health. They seek holistic, close to natural, harmless methods to feel good as well as look good.

Sickness is being redefined by the Indian consumer to be not just the disease, ailments etc... Rather let me put it this way - Good health is defined as not just the abscence of disease, but also stamina, a fit physique, balanced mentality, etc...

Thus this works! It shows ill-effects of usual weight-loss methods unaware consumers and echoes the aware, careful ones. The ad also caters well to the self-health managers . The increasing awareness of the ill-effects of modern methods and the ad's message is very well in sync. The copy is blunt. And a great call to action by sales promotion for the first 100 SMSes.

But nevertheless, not a clutter breaker. Most players adopt this route except for maybe the mention of side-effects...

Instead of just focussing on the solution provided to the problem, a weight-loss clinic brand could also shed some light into the process. The process is the most difficult part. Why not highlight how the brand understands the perseverance that has to be put in, the pain that has to be tolerated and how the brand stays by you throughout the journey? This would rope in those who have failed at weight-loss attempts as well (there are many!) besides new consumers and consumers of competiting brands. Also the ad just mentions 5 kilos in a week. For those who do not know that losing more than 5 kilos a week is unhealthy, it would be better to mention the same.

References:
Marketing Whitebook
TKC survey
General reading

Appendix:
TKC - The Knowledge Company, a division of Technopak
Self-health managers - those who try to manage their own health by being pro-active, researching ailments, discussing with others and keeping in touch with wellness research. They also end up becoming major opinion leaders in their friends circles.

Scope

They say all planners have blogs
So why shouldn't I?

Well, this is my blog. Thanks for reading. Here's where I post my research, my work, my observations and stuff I do just because I like doing it. More specifically, watch out for:

1. Ad-alysis - Strategic analysis of ads
2. Results of my personal research
3. Creative briefs of my finished projects
4. Blue ocean problems and their solutions
5. Business case studies
6. Some of my personal notes

Now I know some of this might get ripped off and passed of for someone else's work. But thats a risk I'm willing to take with this opportunity of being able to share my work and if possible get feedback.

Next post onwards... the blog rolls....
... Oh... its already rolling....ENJOY

If anyone would like to ask me questions or see my portfolio, please email me: thapasjosepht@gmail.com

Pour mes amis français:

Je vous présente mon blog. Ici, je vais publier mes recherches, les creative briefs à la fin de mes projets personnels, quelques études de cas aussi - basées sur la stratégies de mer bleue de l'INSEAD etc... Aussi <<. Ad-alysis .>> dans lequel je disséquerai des pubs indiennes avec mon oeil stratégique. Merci par avance pour tout ce que vous pouvez ajouter et vous pouvez faire pour m'aider. Si vous voulez parcourir mon dossier proféssionnel ou me contacter, veuillez me jeter un mél à : thapasjosepht@gmail.com.

Il se dit que tous les planneurs maintiennent un blog... donc pourquoi pas moi aussi? ;)
Il reste la peur que quelqu'un puisse me voler de mes droits d'auteur et passer mes recherches pour les siennes.... mais cela est un risque que je prends pour la cause de la liberté de la diffusion des idées et pour m'améliorer.... parce que je garde l'espoir qu'au contraire je serai beaucoup aidé par des réactions et des débats...

On ya va!

Cash and Carry en Inde

J'ai fait cette recherche le septembre 2008. Ce sont les problèmes/observations/déductions sur les opportunités de Cash and Carry en Inde. J'ai utilisé la marque allemande Metro, qui est le premier joueur de cette industrie en Inde.

À propos, j'ai lu dans les journaux que Carrefour et Walmart vont entrer dans ce secteur. Mais la marque indienne Videocon a des doutes...

Allez-y:

Période: Septembre 2008
Ville: Mumbai, Inde
Méthode: Les recherches publiées... suivies par des sondages et des interviews

Les résultats:

1. Comme tous les gens de Mumbai, la déplacement est le plus grand défi pour les détaillants aussi. Les adhérants de Metro ont été énervés par le service des transports payant de Metro. Je pense que Metro a supposé que comme dans le monde Occidental, les détaillants indiens possèdent des camionettes pour transporter leurs biens.

2. Les Kiranas (les détaillants traditionels) sont contents de leur distributeurs qui reprennent les provisions qui ne se vendent pas, leurs donnent des rabais et dont ils connaissent la famille depuis longtemps.

3. Le seul problème avec les distributeurs est: Quelquefois il faut du temps pour les distrbuteurs de remplacer les provisions épuisées. En ce cas, les détaillants apaisent leurs consommateurs en leur assurant qu'ils leur enverront les commandes aussi tôt que les nouvelles provisions arrivent chez les détaillants.

4. La plupart des détaillants n'ont jamais entendu parler du concept de Cash and Carry

5. Il y a maintes des cas dans lesquels les détaillants dominent les distributeurs avec leurs ordres

6. Les adhérants de Metro sont vraiment satisfaits avec leur expérience.... ils trouvent que la qualité des marques privées de Metro est au même niveau que les marques des grand noms dans le secteur des biens à écoulement rapides et les autres secteurs. Ils sont vraiment excités par les gammes étendues de Metro et leurs marges ont beaucoup améliorés grâce aux prix de Metro. Mais ils appréhendent toujours les produits en vrac de Metro.

ATTENTION: La cible de cette sondage est seulement les détaillants traditionels. Les secteurs des hôtels, des restaurants et des traiteurs est un segment très rentable pour le Cash and Carry. J'ai lu récemment un article dans le journal Economic Times que Metro va se focaliser davantage à ces segments.

Travailler dans le secteur de Cash and Carry me semble intéressant. On arrivera à comprendre mieux le secteur du détail aussi. Peut-être, c'est pourquoi Walmart et Carrefour préfèrent d'entrer dans ce secteur, qui permet aussi plus d'investissement étranger (74%) que le détail frontal en Inde

Cash and Carry Mumbai

Did I forget to mention that the previous post was actually a project in my graduation?

Anyway, this one was done around September 2008. These are according to me, problems/observations/inferences on the opportunities in Cash and Carry in India. The brand I was testing was Metro Cash and Carry, the first-mover in Large Format, modern Cash and Carry in India.

I hear Carrefour and Bharti-Walmart are getting into the industry now. Videocon seems to be having second thoughts....

Anyway, here we go...

Time period: September 2008
Methodology: Literary search, followed by Interviews and Surveys

Results:

1. Considering Bombay traffic and other trasnportation problems, Transport poses the greatest problem to the Cash and Carry business. Case in point: Retailers were irritated that they had to pay for Metro's Transport facilities. I think Metro assumed that like in the West, retailers have pick-up trucks in which they can carry around their stuff.

2. Kirana (traditional, mom and pop retail) owners are happy with their distributors who - take back unsold stock, give them discounts and promotions, have been known to their family for ages.

3. The only problem faced with distributors is that sometimes, stock runs out and the kirana owner has to wait for the distributor to bring it. In such a case, a promise to customers that they will send over the stock/inform them as soon as it arrives usually placates the customers.

4. Most respondents did not even know what Cash and Carry is

5. Often, Kirana owners dictate terms to distributors

6. Metro users are very happy with the experience - they enjoy higher margins, find Metro's in house brands to be of equal quality to the major brands in the market and are thrilled about the extensive collection. But they are apprehensive of the loose products that Metro sells.

NOTE: I have only tested the kirana owners segment of Metro. A bulk of the customer base is made up of Hotel and Restaurant owners and Caterers. Recently I read in the Economic Times that Metro was switching focus to this segment.

It would be interesting to work with Cash and Carry. The advantage is that it is so closely linked to the retail industry that you can learn a lot about retail. Perhaps that is why Carrefour and Walmart are entering into this sector to start with... it also has a higher FDI cap (around 74%) than front-end retail.

Retail environment v/s Advertising

Well, these are the results of my first major survey-based research that was aimed at comparing the effectiveness of in-store promotions, visual merchandising (store environment in general) with that of mass media advertising and other marketing communication. I was all on my own on this one, running around surveying. It helped me make sure I get as relevant results as possible. I could also control the segments that I was researching.

I later took this forward and explored as many aspects of the contemporary retail industry as possible. Many of the later results were a combination of what I found on surveying and from the bibiliography listed below.

Wonder if anyone will rip me off though... but I hope that I get some good inputs and feedback rather than just have people copy this into word docs (in that case don't forget to remove Hyperlinks!!!)

Exec Summary Vara Indi

Publish at Scribd or explore others:

For my surveys and for the full research email me: thapasjosepht@gmail.com

Time period - Dec 07 to Feb 08; Place: Mumbai

Results purely based on my survey:

1. The store environment matches and outperforms the mass media when it comes to customer influence. Thus private labels are on a level playing field with manufacturer’s brands.

2. Even though store environment has a lot of influence, the mass media marketing, if used effectively to form awareness and recall, definitely aids in sales even at the retail level. An integration of the mass media marketing and in-store promotions is necessary in order to avoid the dilution of the brand image, seen especially in the case of overdoing retail promotions.

3. Organized retail falls behind traditional retail by being impersonal and having no ‘face’.

4. Location dictates sales in the current scenario.

Results from survey and other sources

1. The emergence of private labels is going to give FMCG players tough competition, resulting in them going to traditional retail and ‘jazzing it up’ in return for patronage.

2. New hybrid formats (large format kirana store etc…) are emerging which are looking for more innovative competitive positioning.

3. Home-grown department stores, which grew from small to large-format, enjoy the advantage of an established rapport as well as the ability to offer a more exhaustive product range.

4. Sampling and store activities are yet to catch up in India to full-scale

5. Cash and carry systems are a good option to help traditional retail catch up with modern retail faster.

Methodology

I took two highly advertised FMCG brands and tested recall and associations in different environments - traditional retail, modern retail and non-shopping. Consumers who responded were those who had actually made the purchase decision (in case of families, I asked the incomed member, who prompted them to buy the product and then interviewed him/her).

I also did elaborate interviews with managers of different retail formats (for which I was accussed of several unheard of methods of espionage). But anyway, I used my chipped-tooth smile and charming South Indian accent and finally won over them ;)

Bibliography

1. The Business World Marketing Whitebook 2007-2008.

2. USP Age October 2007

3. The Economic Times

4. Outlook December 31, 2007

5. Images Retail December 2007 – Special edition on the 20 retail concepts of 2007.

6. Retailer December 2007.

7. It happened in India – Kishore Biyani.

8. The Knowledge Company Retail Research Results

Interview References

1. Harish Bijoor – C.E.O, Harish Bijoor Consults Inc.

2. Rodney Fitch – Chairman, Fitch Design, WPP

3. Kishore Biyani – Chairman, Future Group

4. Prof. Dwarika Prasad Uniyal – Asst. Professor (Retail) MICA

5. Gurpreet Wasi – C.O.O, Go Fish Retail Solutions.

6. Partho Dasgupta – C.E.O, Future Media (I) Pvt. Ltd.

7. Shailesh Chaturvedi – C.E.O, Tommy Hilfiger Apparel India

8. Sonia Manchanda – Design Director, Idiom Design (affiliated to future group)