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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