advt campaign bata

7/29/2019 Advt Campaign BATA

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http://www.slideshare.net/NeepaSharma/advertising-project-bata

TheprojectinvolvesdesigningapromotionalcampaignforBataIndiaLimited,apartoftheBataS

hoeOrganization.Today,BataIndiahasestablisheditselfasIndiaslargestfootwearretailer.Itsr

etailnetworkofover1200storespresentinallthemetros,mini-

metrosandtowns.TheprojectrevolvesaroundtheadvertisementcampaigntobedesignedforBat

asoriginalandbasicbrand,theproductcategorybeingCasualFootwear.BRAND:BATAINDI

ALIMITEDCATEGORY:CASUALFOOOTWEARDESIGNINGTHEPROMOTIONAL

CAMPAIGN

AcknowledgementWithmydeepestappreciation,IwouldliketothankMs.AnujaMathurforprovidingmethe

opportunitytoundertakearesearchworkonDesigningapromotionalcampaignforBataI

ndiaLimited.Iwouldliketothankherfromprovidingmeallthenecessaryhelpincompleti

ngthisproject.IwouldliketothankShaheedSukhdevCollegeofBusinessStudies,Vivek

Viharforprovidingmeanexcellentenvironmentwhichhelpedinmyproject.Iwouldalsoli

ketothankallmyclassmatesforhelpingme,inonewayortheother,forthesuccessofthisres

earchpaper.Withouttheirsupport,itwouldbeverydifficultformetocompletetheprojecto

ntime.Iamalsoindebtedtothewholelotofpeople,whoaremaintainingandupdatingtheva

riousweb-

sitesandreportswhichhavebeenagreatsourceofinformation.Aboveall,Iwouldwanttogi

vethecreditofthisprojecttomyfamilyforalltheirsupportandguidance.

1. Neepa Sharma [8059] , BBS 3M2011 BATA: ADVERTISING

CAMPAIGN The project involves

designing a promotional campaign


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for Bata India Limited, a part of the

Bata Shoe Organization. Today,

Bata India has established itself as

Indias largest footwear retailer. Its

retail network of over 1200 stores

present in all the metros, mini-

metros and towns. The project

revolves around the advertisement

campaign to be designed for Batas

original and basic brand, the product

category being Casual Footwear.

BRAND: BATA INDIA LIMITED

CATEGORY: CASUAL

FOOOTWEARDESIGNING THE

PROMOTIONAL CAMPAIGN

2. AcknowledgementWith my

deepest appreciation, I would like tothank Ms. Anuja Mathur for providing

me theopportunity to undertake a

research work on Designing a


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promotional campaign forBata India

Limited. I would like to thank her

from providing me all the necessary

help incompleting this project. I

would like to thank Shaheed

Sukhdev College of Business

Studies,Vivek Vihar for providing me

an excellent environment which

helped in my project.I would also like

to thank all my classmates for

helping me, in one way or the other,

for thesuccess of this research

paper. Without their support, it would

be very difficult for me tocomplete

the project on time.I am also

indebted to the whole lot of people,

who are maintaining and updating

the variousweb-sites and reports

which have been a great source of

information.Above all, I would want

to give the credit of this project to my


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family for all their support

andguidance. 2|Page

3. TABLE OF CONTENTSS. No.Particulars Pg. No. 1. Introduction 4

2. Designing a Promotional Strategy

5 3. Situation Analysis 6 4.

Competitive Analysis 7 5. Bata: Long

run objectives and positioning

strategy 9 6. Bata: The marketing

Plan and Communication 11 7.

Advertising 13 8. The Advertising

Plan 15 9. Message Strategy 16 10.

Creative Strategy 20 11. Execution

21 12. Designing of Message 22 13.

Copy Strategy 23 14. Layout 24 15.

Production and Implementation 26

3|Page

4. INTRODUCTIONBata India is thelargest retailer and leading


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manufacturer of footwear in India

and is a part of the BataShoe

Organization.Incorporated as Bata

Shoe Company Private Limited in

1931, the company was set up

initially as a smalloperation in

Konnagar (near Calcutta) in 1932. In

January 1934, the foundation stone

for the firstbuilding of Batas

operation - now called the Bata. In

the years that followed, the overall

site wasdoubled in area. This

township is popularly known as

Batanagar. It was also the first

manufacturingfacility in the Indian

shoe industry to receive the ISO:

9001 certification.The Company

went public in 1973 when it changed

its name to Bata India Limited.

Today, Bata India hasestablished

itself as Indias largest footwear


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retailer. Its retail network of over

1200 stores gives it areach /

coverage that no other footwear

company can match. The stores are

present in good locationsand can be

found in all the metros, mini-metros

and townsBatas smart looking new

stores supported by a range of better

quality products are aimed at offering

asuperior shopping experience to its

customers.The Company also

operates a large non retail

distribution network through its urban

wholesale divisionand caters to

millions of customers through over

30,000 dealers.Bata has the

following brands operating under its

umbrella: Bata, Mocassino, North

Star, Marie Claire,Bubblegummers,

Ambassador, Hush Puppies, Scholl,

Comfit, Power, Sparx, Reebok,


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Weinbrenner,Naturalizer, Bata and

I.But the promotional campaign has

to be designed only for the original

and classic brand Bata, which

isabout finding STYLE that agrees

with the consumers tastes, meet

their diverse needs, meet

theirbudget, and fulfill their well-

being.Product Attributes:

Comfortable and Trendy Footwear

Easy to Maintain Contemporary

Styles with International Know-How

High Quality at affordable prices

Versatile products to suit each

occasion 4|Page

5. DESIGNING A PROMOTIONAL

STRATEGYIt involves various stepswhich have been illustrated through

the figure below. These have been

furtherdiscussed in the following


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sheets. Framework for Advertising

Planning and Decision-making:

Situation Analysis Consumer/Market

Analysis Competitive Analysis

Marketing Program Role of

Advertising, Sales Force, Price,

Promotion, Public Relations

Advertising Plan

Objectives/Segmentation/Positioning

Message & Media: Strategy and

Tactics Implementation Facilitating

Agencies Social and Legal

Constraints 5|Page

6. SITUATION ANALYSIS:SituationAnalysis implies research which is

vital to any further planning or

decision making. Consumer/MarketCompetitive Analyis Analysis1.

CONSUMER/MARKET

ANALYSISIndian Footwear


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MarketIndia footwear market is

estimated at about Rs 19,900 crore

with a growth rate of 8-10 per

cent[according to the data provided

by market advisors in September

2011]. The category covers

casual, formal, semi-formal and

sports shoes along with sandals for

men and women. Mens segment

accounts for 59 per cent of the

market, while womens segment

contributes 41 per cent. By

products, the Indian footwear market

is dominated by casual footwear

market that makes up for nearly two-

third of the total footwear retail

market. The overall share of

organized retail is 20 per cent and is

expected to reach 25-30 per cent by

2015. Urban India is estimated to

contribute 70 per cent to the overall


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footwear market in FY 2011.

Exclusive-brand outlets account for

over 50 per cent of the footwear

market followed by multi- brand

outlets at 28 per cent. The

preference for branded products is

on the rise with a growing consumer

preference to shop from organized

retail locations like malls/large format

stores. Key brands in India are

Bata, Liberty, Clarks, Woodland,

Khadims, Metro, Red Tape, The Loft,

M&B Footwear, Da Milano,

Timberland, Puma, Nike, Adidas,

Reebok, M&B, Rockport, Provogue,

Lee Cooper, Converse, Nine West,

Aldo, Relaxo etc. 6|Page

7. 2. COMPETITIVE ANALYSISRICH CLASS NIKE, REEBOK,

ADIDAS, PUMA UPPER MIDDLE


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CLASS ACTION, LIBERTY, NI KE,

ADIDAS, REEBOK LOWER MIDDLE

BATA, ACTION, LIBERTY, CLASS

NIKE, ADIDAS, RELAXOLOWER

INCOME GROUP BATA, ACTION,

RELAXO COMPANIES TARGETING

THE CONSUMERS SEGMENTED

ON THE BASIS OF INCOME LEVEL

7|Page

8. COMPARISON OF BATA INDIAAND MAJOR COMPETITORS

(PORTERS MODEL)BASIS OF

COMPARISON NIKE ADIDAS

RELAXO ACTION BATA

LIBERTYBARRIERS TO ENTRY

ABSENT ABSENT ABSENT

ABSENT ABSENTABSENTBARGANING POWER OF

LOW LOW HIGH HIGH HIGH

HIGHBUYERSBARGANING


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POWER OF LOW LOW HIGH HIGH

HIGH HIGHSUPPLIERTHREATS

OF HIGH HIGH HIGH HIGH HIGH

HIGHSUBSTITUTESRIVALRY

AMONG THE HIGH HIGH HIGH

HIGH HIGH HIGHEXISTING

COMPITITORSIn fact, Bata India

also faces competition from Chinese

imports. Though it is true that

peopleare increasingly becoming

more quality conscious rather than

just price conscious, but theincome

segment that Bata caters to consists

of people who may prefer to buy

Chinese productsbecause of cost

constraints and lack of awareness of

Bata shoe products and their price

range.Considering all of this, the

market strategy of the company

should be aligned with the

situationanalysis to produce better


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results for the firm.The Marketing

Strategy includes: The long-run

vision and objectives of the company

An articulation of the specific

strategic position it will aim to occupy

in the marketplace.For this, is also

required, the examination and

analysis of all important external and

internalfactors operating in current

situation. It includes assessing the

strengths, weaknesses, threatsand

opportunities [also known as the

SWOT Analysis]. 8|Page

9. BATAs Long-run Vision andObjectives VISION: To grow as

dynamic, innovative and market

driven manufacturer and distributor,with footwear industry while

maintaining a commitment to the

country, culture, and environment in


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which the company operates.

MISSION: To be successful as the

most dynamic, flexible and market

responsive organization, with

footwear as its core business.

OBJECTIVES: Bata India, today,

wishes to reposition itself as a

market driven, fashion conscious

lifestyle brand. Catering to a wide

variety of customer groups, Bata will

provide its products and services to

all the age groups in the community.

Also aims to provide the finest

quality through customer

involvement.BATAs Market

Positioning Plans [Assumptions]

Bata is planning to exit from the

lower end segment and focus more

on the middle and upper middle

class of the society, because of

growth in the number of people


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belonging to these segments and the

rising income level of its target

customers. The overall market

quite quality conscious now. Bata, in

order to deal with the threat of the

Chinese imports, would have a

strategy focusing primarily on

customer intimacy as it would be

aiming to enhance its brand equity

by providing a complete experience

for families who come to shop at its

retail outlets. Another positive for

Bata will be that the customers, who

are more aware now, usually do not

associate quality and reliability with

Chinese products, where as Bata

can use its brand to fill this void.

Also recently Bata has recently rolled

out the very high quality and

premium products that were

introduced under its Bata brand in


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2001, because of the fact that Batas

image has been created over its

existence of around 40 odd years

and trying to just move out of its

current segment of the middle and

upper middle class people and trying

to capture the higher end of the

market overnight can be an uphill

task for Bata to say the least. 9|Page

10. BATA: SWOT ANALYSISStrengths1. Brand Image

Weaknesses2. Reasonable quality at

low orreasonable price3. Diversity

with ranges in 1. No continuity of

leadershiprunning, training, court,

basketb 2. In 2001, 5% decrease in

netall, football and Outdoor salesdue to diversification into4. Footwear

for the entire family premier segment

(improper5. Financially Strong


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targeting and positioning)6.

Conveniently accessible 3. No

proper planning regardingoutlets in

various parts of the Advertisement

and Promotionscountry 4. No variety

in Fashionable7. Targeting all

income segments shoes8. Provide

training for managersand

employees9. Nationwide retail

network Opportunities1. E-

Commerce Threats2. Acquired,

Partnership with smallplayers 1.

Customer Dissatisfaction3. Entering

new segments of 2. Price wars with

competitorsMarkets 3. Competitors4.

Capturing Market where no 4.

Political Instabilityother potential

competitor exists 5. Economic

Threat5. Innovative Products 6.

Changing in consumer6. New

mediums for


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preferencesadvertisements 10 | P a

g e

11. Bata: The Marketing Plan &CommunicationThe marketing plan

includes formulating strategies and

tactics for each of the 4

Ps:PRODUCT: BATA India has

many brands under its original brand

name BATA. But we are

consideringdeveloping a promotional

campaign only for the product

category of casual footwear which

sells bythe original brand name

BATA.PRICE: BATA India is

currently concentrating on the middle

income level segment for its

productcategory of casual footwear,thus the price would be ranging from

INR 300 to 1500.PLACE

(DISTRIBUTION): BATAS retail


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network of over 1200 stores gives it

a reach / coverage that noother

footwear company can

match.PROMOTION: This would

include integration of various

marketing techniques like Sales

promotion,Consumer Promotions

(Gift Coupons), Trade Promotions

(Count-Recount Allowances),

Advertising, In-store Advertising for

general shoe retail stores, and Public

Relations.These communication

tools are used in a way such that

they complement each other in

thecommunication and persuasion

process. Taking into consideration,

the promotional elements in brief :-

SALES PROMOTION:Sales

Promotion are of two broad types: 1.

Consumer Promotions 2. Trade

PromotionsConsumer


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Promotions:The tool already in use

by the Bata India group is Bata Gift

Vouchers. The designing of the

vouchersneed to be complementary

to the theme used for advertising so

as to reinforce the image of the

brand.These gift vouchers have the

following features: Convenient

denominations 6 months validity

Redeemable on all Bata products

Acceptable at over 800 Bata stores

across India 11 | P a g e

12. Trade Promotions:Thepersuasion tool used here can be

Count-Recount Allowance. Under

this, the discount is applied notto the

quantity that the retailer buys fromthe manufacturer during the

promotional period, but only tothat

quantity that is moved from the


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retailers stores. As a consequence,

the retailer gets greaterincentive to

pass the price cut on to the

consumer so that the product

moves from the store into

theconsumers hands. This tool can

be very beneficial for a brand like

Bata where consumers are very

brandconscious and have high

bargaining power.PUBLIC

RELATIONSBata was recently in

news stories because of a change in

its management in September 2011.

Mr.Marcelo Villagran, Group

Managing Director Bata Emerging

Markets -India has been promoted to

theposition of overall In-charge as

the Group Managing Director to look

after the entire business of

LatinAmerica Region, and therefore,

Mr. Rajeev Gopalakrishnan, who had


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been groomed by Mr.

MarceloVillagran for seven months,

has now become the Managing

Director of Bata India Limited.

Mr.Gopalakrishnan has been

working closely with Mr. Marcelo

Villagran to ensure continuity and

smoothtransition for achieving the

business plan and goals of Bata

India Limited as well as that of BSO

(BataShoe Organization).Bata India

has also ventured into Cause

Related Marketing very recently: A

Library for the DifferentlyAble

Children.A well thought CSR

initiative, Bata Childrens Programme

offers children a Library at Shravan

Viklangkalian Kendra School,

Gurgaon. It was inaugurated by Mr.

Rajeev Gopalakrishnan, MD of Bata

India andthe event was followed by a


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lively cultural programme by the

students. Mr. Gopalakrishnan, ended

themoment by handing over the gifts

to the kids. 12 | P a g e

13. ADVERTISINGADVERTISINGCOMMUNICATION SYSTEMIt

involves a perception process and

four of the elements shown below:

the source, a message,

acommunication channel and a

receiver. The receiver may also act

as source of information by talking

tofriends or associates (also known

as word-of-mouth communication)

leading to group influence

anddiffusion of information.

Perception Process Source ReceiverMsg Msg Destination (Advertiser)

(Audience) Channel Channel

(Media) (Word-of-Mouth)SOURCEIt


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is the point at which the message

originates. It maybe the company

offering the product, theparticular

brand or the spokesperson

used.MESSAGEIt refers to both the

content and execution of the

advertisement.CHANNELIt may

consist of one or more types of

media, such as radio, television,

newspapers, magazines,billboards,

point of purchase displays, etc.

Word-of-mouth is another important

channel.RECEIVERIt refers to the

target audience, segmented on the

basis of maybe lifestyle, benefits

sought,demographics, etc.

Receivers involvement level is also

an important aspect. 13 | P a g e

14. DESTINATION The initialreceiver of advertising message


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might engage in word-of-mouth

communication to the ultimate

destination of the message. The

receiver then becomes the interim

source and the destination becomes

another receiver. ADVERTISING

EXPOSURE MODEL

Awareness/Familiarity with Brand

Information about Brand

Attributes/Benefits Creation of Brand

Image/Perosnality PurchaseAd

Exposure Brand Attitude Bheavior

Association of Feelings with Brand

Linlkage of brand with Peers/Group

Norms Reminder or Inducement

about Brand Trial Advertising

Exposure Model shows the various

processes that occur after

consumers are exposed to an

advertisement. Exposure to the

advertisement can create:


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Awareness about the brand, leading

to feeling of familiarity with it in

consumers minds Information about

the brands benefits and attributes on

which the benefits are based Also

generate feelings in an audience that

begin to associate with the brand or

its consumption Can lead to a

generation of an image for the brand

(brand personality) though the

choice of spokesperson and various

execution devices Can create an

impression that the brand is favored

by the consumers peers-individuals

and groups that the consumer likes

to emulate. These five effects can

lead to a favorable liking/attitude for

the brand, which in turn should lead

to Purchase action. 14 | P a g e


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15. The Advertising PlanTheadvertising plan and decision making

focus on three crucial tasks:

objectives and target

selection,message strategy and

tactics, and media strategy and

tactics.Objectives and Target

SelectionThe objective of the

advertising campaign for BATA

would be to spread awareness about

the brand andits product quality and

pricing, by beginning promotional

campaign only for its original and

classic brandBata rather than trying

to promote all the brands currently

operating under its umbrella (like

MarieClaire, North Star, Sparx,

Weinbrenner, Comfit etc.)Bata wants

to position itself on the basis of Price

and Quality. The target market is the

audiencebelonging to the upper and


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lower middle class (segmented on

the basis of income level). Theres a

needto establish an image for Bata

such that families feel happy and

comfortable coming to shop at

Batasretails outlets.Its advertising

objective is to portray itself as a

consumer-friendly shoe brand, which

offers variety ofcasual footwear

[men, women, kids] with good

quality, comfort and style at low

prices. For this, it is bestto direct the

advertisements to more selected

groups for which it is easier to

develop relevant,stimulating copy,

rather than directing the advert to a

broad audience.How would Bata

want its advertising to work?FOCUS

ON EXPOSURE, SALIENCE AND

FAMILIARITYIn the past 10 years,

Bata has not up with any effective


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promotional campaigns. They

havent advertisedfor any of their

products for a long time now. But

considering the rising competition

and changingdemographics and

behavioral patterns of people, it is

necessary for Bata to get into

advertising which ismore focused on

exposure and building familiarity with

the brand.Such brand salience or

top-of-mind awareness does not only

get new customers, but is also

extremelyhelpful in main existing

customers buy a particular brand

even more frequently. For example,

even if aperson is a usual Bata

customer, he might want to try a

Relaxo slipper just because of the

way it isshown in advertisements or

the models/actors used to display it.

To alter such purchase behavior,


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Bataneeds to put in more on

repeated exposure; it can take

advantage of various mediums to do

the same,as it does not even face

the threat of losing its brand

exclusivity. Its a brand for the

masses.This will help people in

developing a positive attitude about

the brand and also fight competition

fromChinese imports. The extensive

distribution system of Bata would

complement the repeated exposure

tothe brand. 15 | P a g e

16. MESSAGESTRATEGYATTENTION AND

COMPREHENSIONThe attention

and involvement of the audiencedepends upon ability, motivation and

opportunity.ABILITYA person is

more attentive towards something


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theyre able to understand. What the

advert says, theway the

spokesperson talks about the

benefits/features, the language used

is all very important alongwith the

fact whether the message is

comprehendible or

not.MOTIVATIONIs the person

interested enough? A person maybe

interested in a specific product

category A person may be keen

about a particular way of sending

across the message (language used,

humor used, jingles, etc.) or media

used (newspapers). Can a message

be designed that encourages

maximum number of people to get

involved? Ego Involvement: Image

that the people carry of themselves.

Connection between the ego of the

buyer and the product (brand). Is the


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product something that would

enhance their

personality?OPPORTUNITYIs the

information readily accessible? Do

retailers have enough info to be

passed on to the ultimate

customers? Do customers need to

search for information? (in such

cases, competitors are at advantage)

Is the advert visible as much as

required?COGNITIVE

RESPONSEAspects that build

Cognitive Response: Support

Argument: The Company agrees

with whatever the consumer wants to

believe. Counter Argument: The

Company claims something that is

usually unbelievable, i.e. audience

rejects what the advert tries to say.

Execution Bolstering: When the as is

perceived very positively and the


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audience like the presentation

(colors, characters used, dcor,

jingle) Execution Derogation: When

the feel of the advert is not very

good. Audience doesnt like the way

the ad is presented. 16 | P a g e

17. Bata would try to avoid ExecutionDerogation by using warm feelings in

its ad, alongside raising

certainquestions in the ad itself and

answering it. Its the best way to deal

with Counter Arguments.Consumers

response also depends on whether

the product is high involvement or

low involvement, andwhether the

product is a thinking product or a

feeling product. HIGH I IIINVOLVEMENT LOW III IV

THINKNG FEELING (RATIONAL

CUES) (PERIPHERAL CUES)Bata


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Shoes lies in the category of High

Involvement, Feeling Product where

customers usually follow thepattern

of FEEL-LEARN-DO, i.e. first they

feel about the product or brand, then

learn about it featuresand benefits

and then take action (purchase/no

purchase).For making the customer

FEEL the brand/product, we need

to make and execute the

advertisement ina way that the

consumer is able to associate

positive feelings to the brand and an

identity is createdaround the

brand.ASSOCIATING FEELINGS

WITH THE BRANDA brand could

use various emotions in the ad like

humor, fear, happiness, warmth,

anxiety, etc. Forbuilding the advert of

Bata India Shoes, we would rely on

the feelings of joy and warmth, so


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that thebrand establishes itself as

warm, user friendly and comfortable.

It would also help in reinforcing the

factthat nearby situated retail stores

of Bata provide shoes of different

styles and sizes for the whole family.

17 | P a g e

18. BRAND PERSONALITYBy usinga brand personality, we can create

an identity around the brand. It is

especially importantbecause the

products are not highly differentiable

from those in the market, so it helps

the brand build apersonality around

itself to be distinctly indentified with.

It helps in making a clear cut

positioning of thebrand. People areable to relate more with the ads, and

thus the brand.We have to target the

aspirational personality of the target


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consumer. Some personalities can a

havegreater pull when used for

specific product categories. This

personality can be based on

theirdemographic profile (age,

income, education, profession) or

psychographic profile (thinking,

lifestyle,ideologies, and

predispositions).For Bata Indias

Shoes, the target customers are

upper and lower middle income

individuals and theirfamilies. The

shoes available are for different

sizes, available for women, men and

children. Andknowing that its

targeted at the middle income group,

its obvious that the people of this

segmentwouldnt want to be known

as those who wear footwear of a

cheap brand, but would rather

wearfootwear that are stylish as well


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as comfortable and are low-medium

priced.Conveying a Brand

Personality:Key advertising elements

that contribute to a brands

personality are the following:

ENDORSERThe personality of the

endorser gets transferred to the

brand with enough repetition, thus

endorserneeds to be chosen very

carefully. He/she should have a

personality that can affect the

audience andlets associate more

with the brand USER

IMAGERYThe characters of the

people in the ad should be such that

the user should be able to identify

with them.Bata has chosen relevant

models and actors for its advert, who

are playing characters that the

targetsegment would be able to

identify with. EXECUTION


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ELEMENTSIt involves the layout, the

colors, props, dcor, etc.

SPOKESPERSONSThese are

people who make official statements

about the product or brand. Bata

does not choose to

usespokespersons in its adverts. 18 |

P a g e

19. SOCIAL NORMSAdvertisingneeds to develop a certain level of

believability. The ad needs to be

acceptable amongpeople who are

representatives of a target group.

Social groups lead to information

sharing, comparisonand setting up of

norms.Reference Groups have

certain impact on individuals:Informative Impact: Individuals are

more inclined towards believing what

people around them say rather than


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what is said in advertisements.

Normative Impact: People around us

fix certain standards that we tend to

accept more readily to confine to the

group. Competitive Impact: People in

a group act as a competitive profile

to each other. It sets in a purchase

behavior cycle (demonstration

impact: using a brand to show where

they belong)WORD-OF-MOUTH Do

people talk about the ad? What do

they find the most interesting? It can

be helpful for Bata because WOM is

usual when the product is something

thats fits in the lifestyle of the people

in a perfect manner (like Bata) and

when the product gives a Relative

Advantage (like Bata over its local

and Chinese competitors). 19 | P a g

e


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20. CREATIVE STRATEGYWe canrest our ad on certain aspects based

on two approaches: Rational and

Emotional. RATIONAL EMOTIONAL

Comparative Warmth Refutational

Fear/Anxiety Inoculative

HumorRATIONAL 1.

COMPARATIVE Compares what the

brand is offering with what other

brands are offering, on the basis of

certain rational components. Implicit

ads just say that their brand is better

than the others in the market not

directly talking about or showing

other brands compared. 2.

REFUTATIONAL Deals with the

problem of counter arguments.

Refutes something that people

usually believe, and tells how the

brand solves the problem. 3.

INOCULATIVE Advertising that


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makes the audience less receptive of

a competitors advertising by

creating a barrier between what the

consumer could buy and what the

competitor is selling.Rational

approach is usually used where

quick response is required or where

the product is high

thinkingproduct.So such an

approach might not prove useful for

Bata because it lies in the High

Involvement, Feelingcategory of

products, where a long term liking

has to be created in the minds of the

audience, which ispossible by the

emotional approach, though certain

elements of Rationality can also be

used. 20 | P a g e

21. EMOTIONAL 1. WARMTH Itcreates a liking for what is being


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presented or the way in which it is

presented. The warmth created

projects itself on the brand, and the

brand thus gets associated with

feelings of warmth, joy and

happiness. 2. FEAR/ANXIETY It has

to be used very carefully so that it

doesnt get rejected. It

psychologically affects a person

without making any negative impact.

It is more useful for products

targeted at safety aspects. 3.

HUMOR It gets more attention, but

because our product is high

involvement, Bata would not want to

play down on the serious connect

with the audience as humor has a

short life span and is very

individualistic.So, Bata would use a

combination of Rational:

Comparative (Implicit comparison)


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and Emotional:Warmth approaches

for its advertising

campaign.EXECUTIONOut of the

various ways of execution, Bata

chooses to execute its ad on the

basis of Comparison(Implicit) along

with a Slice of Life approach and

Personality Symbol. Implicit

Comparison The brand does not out

rightly compare itself to other

existing brands in the market, but

does talk about its leading position in

retail and manufacture of footwear in

India. Slice of Life Execution It

refers to presenting the ad in a way

such that people can easily connect

to it. It involves portraying common

situations faced by people.

Personality Symbol Such ads

revolve around user imagery, and

are useful for brands that position


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themselves via personality (for Bata:

family-friendly and comfortable). 21 |

P a g e

22. DESIGNING OF MESSAGEOnesided vs. Two sidedOne sided

approach shows only the positive

side of the brand/product advertised.

It usually tends tocounter argue.The

other approach, i.e. the two sided

approach involves giving information

about both the positive andnegative

factors, in a way to justify the

weaknesses in face of the

strengths.Batas chosen the one-

sided approach to deliver its

message where it tells only about the

positivefactors about itsproduct.Lecture vs. DramaLecture

involves a voice-over or someone on

screen giving information. It is a 1 to


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1 informationcommunication.

Audience is being addressed.

Rational Approach is used which

relies on Informationpassed on by

Demonstration and Lecture.Drama

type message involves conversation

between characters on the screen.

Theres no direct talkingwith the

viewers. It enjoys higher level of

involvement, and the conclusion is

left on the audience todraw.Batas

using the Drama type message

where a scene is being enacted, and

at the end there is lectureform also

involved where the voice over talks

about the rational aspect i.e. Batas

leading position inmanufacture and

retail of shoes in India.Hard Sell vs.

Soft SellHard Sell Message is used

to get an immediate feedback from

the audience. It wishes the people to


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actin short run, by pushing the

product in consumers hands.Soft

Sell Message aims at developing a

brand liking, preference in terms of

features, pricing, benefits orbrand

itself. Batas using a soft sell

approach with peripheral factors to

influence the minds of people ina

positive way. With the rational aspect

coming at the end, theres an

obvious mix of hard sell in

themessage. 22 | P a g e

23. COPYSTRATEGYCOPYWRITING in print

is the activity of putting words to

paper, particularly those contained in

the mainbody of the text (the mainarguments and the appeals used),

also including attendant bylines

andheadlines. In broadcast, the


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copywriter is a scriptwriter who

develops the scenario to be used in

radio ortelevision medium.There are

various kinds of copies that can be

used according to the message

strategies used. The kind ofcopy we

are using for Batas advertising

campaign is a mixture of Narrative

style and Colloquial

Style.NARRATIVE COPYIn such a

copy, the presentation is built like a

drama, i.e. an advertisement with a

storyline.COLLOQUIAL COPYIt

involves use of a language that is

commonly spoken (neither pure

Hindi nor pure English). It

involvesuse of slang, words that

people easily understand,

comprehend and connect to. It may

not begrammatically correct, but

people tend to identify much


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more.Things to keep in mind while

making a copy: Copy must be

compactMinimum number of words

should be used appropriately, so that

there is less clutter. Clarity in

CopyThe copy should not look

muddled. It should be easily

comprehendible. The quality of

picture, voice-over, etc should be

good. Character in CopyThere

should be a character in every copy,

keeping in mind the history of

advertising or brand image.

Personal and Convincing CopyThe

message should be something that

the consumer wants to listen to. The

audience should be able tobelieve

the message, the characters and the

voice-overs used. Interesting and

EntertainingShould be creative and

should engage and involve the


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audience. Action-orientedThe copy

should provide enough drive to direct

the viewers to take action, or at least

stimulate a changein

perception/attitude. 23 | P a g e

24. LAYOUTThe layout activityinvolves bringing all the pieces

together before the advertising is

sent out forproduction. There are five

considerations to take into account in

developing Layouts for Visual

Mediums(also known as Principles of

Layout): 1. BALANCEThe different

elements in an advertisement may

appear in balance with each other or

may not.In case of a Formal Copy,

complete balance is maintained onthe left and right sides of the

copy.Information seems to be more

serious and used usually for


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products where more thought,

cognition anddeliberation is required

in assessing and comprehending the

advertisement. It uses the concept

ofgeometrical centre (where the

actual centre lies).In an Informal

Copy, one side may visually appear

heavier than the other due to large

image, use ofgraphics, font size, etc.

It allows for placing the elements

differently and creatively. It uses the

conceptof an optical centre (where

viewers perceive the centre to be).

The important elements of the ad

areplaced in the area which receives

the greatest importance, ie.e at and

around the optical centre.For Bata,

an Informal Balance Copy will be

used. 2. EYE MOVEMENT S ZIt is

the way the audience scans an

advert (page or screen). It is usually


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customized according to how

wewrite. There are two forms of

scanning:S: For societies where

reading is tuned from Right to Left.

Example: Arab countries.Z: For

societies where reading is tuned

from left to Right. Relevant to Indian

Context. 24 | P a g e

25. Gutenberg DiagonalThe firstimpression that the ad makes

visually is related to the optical

centre that lies on the

GutenbergDiagonal.If the information

placed there is interesting enough,

then viewer seeks clarification of it at

the top(seeking a connect at the

top). To complete the understandingand deriving the meaning of the ad,

theviewer looks for information at the

bottom right. The bottom left corner


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is the most ignored portion. 3.

CONCEPT OF PROPORTIONIt

refers to the weightage given to the

various elements; how much space

is given to the visual orcontent or

headline. It impacts perception in a

way that whatever occupies large

space is perceived tobe important. 4.

EMPHASISIt refers to the emphasis

given to different materials. It may be

done by usage of different

colors,contrast, font sizes, bold font,

underlining, usage of space around

the element and/or light effects. 5.

CONTRASTIt is done to make

difference between the various

elements, so that the content doesnt

seem clutteredwithin itself or with its

surroundings. 6. UNITYAll the

elements must present a unified

picture. They should have a sense of


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belongingness. Thereshould be a

distinction from other ads by showing

where the ad starts and where it

ends (like by use of aborder).We will

use these concepts during the

production and implementation of

these advertisements. 25 | P a g e

26. PRODUCTION ANDIMPLEMENTATIONPRINT

ADVERTISINGBata chooses to

advertise in Daily Newspapers, and

also outdoor locations.The outdoor

ads cant be given a body copy,

because people dont pay that much

attention to details. Soit has to be

very simple. Bata is using metro

pillars in Delhi as the outdoorlocation for advertising.Different

snapshots can be used on

consecutive pillars which are also lit


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during the evening and nighttime. In

other cities, the same print copy will

be used on billboards at traffic

signals.THUMBNAILSFor Print

Advertising, we first make rough

sketches of how and what do we

want to show in the ad. Theyare

rough ideas worth deliberating upon

for deciding how to present the

advertisement or message.

Sfthdybetu sfthdybetu tyjgxjsdgnjj

tyjgxjsdgnjj xnhcjgjgzjx xnhcjgjgzjx

Asanxdya Jsdxgbjxjnj shv kjh xh

hxhkhvksd hsdkhfshfs MEN Shoes

for Life.. WOMEN CHILDREN 26 | P

a g e

27. SEMI COMPREHENSIVETheseare detailed sketches normally

drawn to the size of the ad to be

made. Visual graphics and colorsare


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included to see how the ad would

actually look like. An example of the

same is given below: Shoes for Life..

X 2 [MIRROR REFLECTION]

Effortless Comfort! Next time you

forget where you left them, just look

at your feet! 27 | P a g e

28. COMPREHENSIVEIt involvesthe final layout, content, logo,

tagline, visual and string, etc. Shoes

for Life.. Effortless Comfort! Next

time you forget where you left them,

just look at your feet! :) :) 28 | P a g e

29. BIBLIOGRAPHYTEXTBOOKS:ADVERTISING

MANAGEMENTAuthor: Rajeev

Batra, John G. Myers, David A.

AakerPearson Publishing House,

Fifth


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EditionWEBSITES:www.bata.inwww.

connect.in.comwww.bata.comwww.w

ikipedia.orgwww.footwear-

industry.comwww.bestylish.com 29 |

P a g e

30. Find me at: My blog:http://neepasharma.wordpress.com/

Facebook:

http://www.facebook.com/NeepaSha

rma Twitter:

http://twitter.com/NeepaSharma

LinkedIn:

http://www.linkedin.com/in/NeepaSh

arma 30 | P a g e

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