david aaker’s ad exposure model - aquaguard

Brand Management AssignmentPart - II

David Aaker’s Ad Exposure Model - Aquaguard

Group MembersPratikshya Mishra - 601 Gaurav Matai - 667 Neha Patwari - 668 Tanushree Kulkarni - 671 Reema Bhagia - 690 Kanksha Raina - 712

Selected BrandEureka Forbes

Aquaguard Water Purification System

History – Eureka ForbesEstablished in 1982 as a joint venture

between the Tata Group,based in Mumbai, and Electrolux of Sweden

A Shapoorji Pallonji Company since 2002.Introduced the direct selling concept in IndiaA Rs. 17,767 million multi-product, multi-

channel organisation

In the Current MarketEureka Forbes has over eight million satisfied

customers A reach of over 450 cities and towns through 18,000

dealers Asia’s largest direct sales forceAquaguard - flagship water purifier brand

Sold through the direct sales channelAquaSure is the range of water purifiers sold through

retailers70% of Eureka Forbes’ turnover comes from the water

purifier segment – Aquaguard and AquaSureSales:

Market Share

52% market share in the Rs 3,200 crore water purifier segment, with its brand Aquaguard.

Products

30 years of Leadership across technologies

• 71% share of the organised market

Ultra violet

• 44% share of the organised market

Reverse Osmosis

• Market leader with 52% market share

Overall

David Aaker’s Ad Exposure ModelExplains the effect of advertising &marketing

communication on brand building (attitude formation & purchase behavior)

Route used by Eureka Forbes for AquaguardRoute 1 (pull strategy)

Ad exposureTVPrintInternet / digital media

Taglines:Your Friend For LifeSafe Water: Every Indian’s BirthrightPaani Ka DoctorSehat Ki Awaaz

Socially Connected

• Among India’s top 5 corporate websites

• WAP Ready

All social media communication plans executed through the official Eureka Forbes accounts

Facebook communications through official Eureka Forbes Page3 Fan generated Pages on facebook

+6 Lakh Fans

Lead management - Instant call connect in 130 cities with Eurochamps mapped by pincode .. all in 30 seconds.

Each month attracting 200,000 unique visitors resulting in over 10,000 sales & 6,000 service enquiries each month

Awareness generationAds focused on the functional benefits of

water purification

Use the classic problem-solution-happiness format that is routine to Eureka Forbes.

In 2004, it moved into the broader, quasi-philosophical sphere of the life-enriching connotations of water; the spiritual significance of pure water

The advertising for Aquaguard always revolved around an affable Eureka Forbes salesman's knock on a prospective customer's door; so much so that the Eureka Forbes salesman and the problem-solution format virtually became intrinsic to Aquaguard advertising.

Attributes & BenefitsTechnologically advanced (RO, UV technology

with “Robocleanz”)“healthiest water on earth”13 product variants ranging from Rs 1,899 to

27,990SMP = Sweetness + Minerals + PurityE-boiling+, UV+, RO+

Table top facility: can be kept anywhereBottle holding tray: glass can be filled

directlyHigh performance, durable, environment-

friendlyEasily availableFree installation, demonstrationGood after-sales customer serviceProof of purity, guarantee/warranty on

product

Brand Image / PersonalitySincereCaringSuccessfulModernReliable CompetentHelpfulEnvironment

Conscious

FeelingsRational: Health-conscious; concerned about

hygiene and safety

Emotional: Motherly; caring, loving, and protective

Positioning: Rational (functional benefits) + Emotional (exploitation of mother-child relationship sentiment)

Peers, Experts & Group Norms

Peers, Experts & Group NormsPeers:

Trusted by over 10 million mothersExperts:

Endorsed by Indian Medical Association - guarantee of 1,78,000 doctors

Certified by 105 labs across the globe30-day money back guaranteeCelebrity endorsement:

Initially, used Smriti Irani of Kyunki Saas Bhi Kabhi Bahu Thi fame for Aquasure – wise, trusted family advisor

Affected the Aquaguard brand also

Awards and Recognitions –1. Reader's Digest Trusted Brand 20122. Limca : Book of Records - National Record 20123. Brand Watch Bengal - Bengal's Best 20114. Business Superbrand 20115. Business Superbrand 20116. Computer Society of India award 20117. Internet Digital Media Awards - Best use of Technology8. Express Computer Technology Senate Awards9. Business Continuity Institute – Special Recognition Award11. UNESCO Water Digest Award12. Received three 'Distinguished' recognitions – Distinguished Water R&D and Technological Breakthrough for Aquaguard Total SensaDistinguished Best Domestic UV Water Purifier for Aquaguard Total Infiniti Distinguished Upcoming Water Company for Forbes Water. 12. Super Brand - Aquaguard 2009-10

Brand attitudeVery good Customer Relationship

Management

Therefore, development of favorable attitude

Preference for the brand and first in the market advantage means Aquaguard is somewhat synonymous with water purifier

Purchase behaviorHigh brand loyaltyLifelong usage – Your Friend For Life