The product line that was chosen was Water. There are numerous brands that have been developed in the field of water, hence leading to tough competition. But out of the various brands namely Masafi, Gulfa, Oasis, Hatta and Evian. The one with the highest market share was found to be Masafi. Below is the detailed description of each ad in the respective media's and the appeal created by it:-
Newspapers and Magazines-
Masafi resorts to an attractive full-page advertisement. Masafi has always provided products, which reflect the consumers aspirations, trends and increasingly health-conscious demands. The Masafi ad in the newspaper and magazine focuses on the purity of the water and states the reason for the consumer to purchase the best, that is Masafi. To begin with, the ad is pictured on a desert where a cheerful girl is shown through an enlarged glass of water. This illustrates both the clarity of the picture and the purity of the water. In addition to this, the ad further symbolizes that just as a child is pure and serene, the same goes for the water, which is so pure that even a girl standing behind it can be seen through it. The ad states that Masafi is 'Clearly Outstanding' in comparison to the others. On interviewing the customers they mentioned that the ad created a positive emotional appeal. It also mentions that Masafi helps one perform its best both physically and mentally. For these reasons the advertisement motivates the people to buy Masafi. 2)
The Gulfa ad focuses on the water, which is collected, from the springs. The ad shows the Gulfa bottle behind which are a few rocks through which water is flowing.
The Masafi ad focuses on the desert and a girl whereas the Gulfa ad emphasizes on the rocks and mountains from which the water is obtained. The ad states 'Our Production line in full swing' which refers to the fact that just as the water is continuously flowing from the...
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