Advertising & Sales Promotion
Name: Dipankar Chakraborty Roll: 12 MBA IB 2008 -11
1. CATEGORY: MOBILE PHONES BRAND: LAVA A10 Brief Description of the Commercial: The advertisement shows a cashier (an attractive lady), in a retail mall, meeting two shoppers at the payment counter. The first man carries an ordinary phone (though it subtly looks like Samsung Corby because of the yellow back cover) and the cashier hands him a few candies in lieu of change. The second man carries the Lava A10 phone and on seeing the phone, the cashier hands him a few condoms in lieu of change, with the catch line in the background stating “Separates the men from the boys”… Target Audience: The target audience, as inferred from the commercial, is urban male youth who wants to be perceived as macho and grown up. The commercial also highlights that it is not only looks but also the accessories one carry that helps one to project a macho image. Since the setting is in a shopping mall, the target audience is perceived to be urban. Product Proposition: The product is mobile phone. The commercial does not highlight any features of the phone like camera, blue-tooth, memory, music, etc. It shows the phone at the end and that too for a very small duration. It only stresses on the style and design and its reaction/impact on others. It plays on the insight that men wants to be perceived as macho and masculine and the phone helps them create that impression. Alternate approach: The commercial hits indirectly at its competitor (Samsung Corby), when the cashier hands out candies in lieu of change to the person carrying the phone with similar looks of Corby. As a result the viewers are reminded of Samsung upon seeing the advertisement paid by Lava. The main objective of this communication is to highlight the sleek style and design of the phone and not to fight head on with its competitor. This indirect reference is thus unwanted and I propose to show an ordinary phone, instead of the one with similar looks of Corby. The commercial hints at sex (by showing condoms) to catch the target audience’s attention. It can also use real acts of bravery/achievement to attract the target audience. The commercial should also cover more about the phone’s features and technology as these are important parameters for purchasing a mobile phone.
2. CATEGORY: ENTERTAINMENT BRAND: TATA SKY Brief Description of the Commercial: The commercial shows an executive entering a restaurant for lunch and asking the waiter about various options. The executive orders various ‘thalis’ and chooses a few dishes from the various ‘thali’ options to make a sumptuous meal. The commercial highlights why one should be constrained by pre-set options and one should have the freedom and flexibility of choosing the channels they like in a DTH service. Target Audience: The target audience, as inferred from the commercial, is the value conscious urban male, who is the main earning member in the family. Though television is viewed by the entire family, it is often controlled by children and the better half. It is the poor husband who has to pay for the cable bills. Since the commercial talks about delivering value by paying for the channels only they choose to watch, the commercial is targeted to men. Product Proposition: The commercial proposes users to exercise their option of choice instead of being forced to watch channels offered as packages. The commercial introduces the concept of “Make My Pack” service where viewers will have the option of choosing the channels they are interested to watch and pay accordingly, instead of being forced to view unwanted channels offered in packages. The service proposition is beautifully and appropriately conveyed by the communication. Alternate Approach: The commercial single mindedly focuses on delivering superior value by offering maximum choice to customers. Any additional information will cause information overload. The message is...
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