marketing concepts: advertising

ITM Executive MBA, Batch 13B, Term 1, Subject: Marketing

Redesigning of Amul Macho Innerwear Advertisement.

ByAmit Gaikwad

Jayendra SalunkeJeetendra Singh

Sandeep ShirsekarTushar Patil

Presentation Order

Meaning Of Advertisement with Definitions

Why do we need Advertising?

What the Advertiser Must Know?

Major Types Of Advertisement

Major Advertisement Media

Amul Macho & Company History

Visions & Promises of the Company

Details of the Amul Macho AD

Viewing the Amul Macho Advertisement

Questionnaire & the results of it

Age-Gender wise responses

Marketing Brief of Redesigned Amul Macho Ad

Concept of New Amul Macho Advertisement

Bibliography

Presentation Order

Meaning & Definition of Advertisement

According to Philip Kotler, “Advertising is any paid form of nonpersonal presentation & promotion of ideas, goods, or services by an identified sponsor.”

In simple words, “Advertising is a means of informing and communicating essential information.”

What the Advertiser Intends…

Transmit the message of the ad to communicate with the audience.

Audience must see the ad and pay attention to it

Understand and comprehend what the ad conveys.

Influence purchasing behavior of target audience.

Why do we need Advertising?

To help the customer become aware of the product.

To attract the potential customer to the point of sale.

To create demand by presenting a product in a certain way.

To Stimulate repeat purchase of Products & Services.

What the Advertiser must know?

What type of media carry it successfully & economically.

What type of message appeals to the audience.

Ways and means to capture the attention of the audience.

How the audience perceive and interpret it.

How to change the purchaser’s behavior in a way favorable

to the company.

The Five M’s of Advertising

5 Ms

Mission Money

Message

Media

MEASUREMENT

Product Oriented Advertising

Image Advertising

Advocacy Advertising

Public Service Advertising

Major Types of Advertising

Major Advertisement Media

Print Media News Papers

Hoardings

Banners

Magazines

Direct Mail

Major Advertisement Media

Electronic Media Television

Radio

Internet

Cinema Hall

Mobile

About Amul Macho…

Amul Macho is the product name of the Men's range of ‘Amul Innerwear’ products which is manufactured by Kolkata based J.G.Hosiery Pvt.Ltd.

Amul Macho is the third largest innerwear brand in the country for men after VIP and Jockey.

It enjoys the number one position in States like Uttar Pradesh, Bihar and Jharkhand since more than a decade.

It is also one of the leading hosiery brands in western and certain parts of northern India

jgg

J.G Hosiery Pvt. Ltd…

Established in the year 1980, J G Hosiery Pvt. Ltd is one of the oldest players in the organised innerwear market and is popular under the name of ‘Amul Innerwear.’

The company was founded and is being managed by the Seksaria family under the able leadership of its directors: Mr Biswanath Seksaria, Mr.Shyam Sunder Seksaria, Mr. Pankaj Seksaria, Mr. Sandeep Seksaria and Mr. Navin Seksaria.

Back then in 1980, there was a good potential for the organized players in a largely unorganized industry, hence holding huge scope for branded players to provide good quality products and best service.

Currently, the company has three manufacturing facilities in Tirupur, Kolkata & Bangalore and plans to set up 3 more units at Delhi, Kochi & Hyderabad in the next 2 months.

Visions & Promises

According to Seksaria, with the increase in production capacity & further aggressiveness in brand building initiatives, we are aiming to be the leading national innerwear brand by the year 2010. We are also targeting a turnover of Rs. 300 crore for the financial year 2008-09

Details of the Amul Macho AD

The Amul Macho Commercial–‘Crafted for Fantasies’ first hit the television screens in the first week of April 2007 for which Indian model ‘Sana Khan’ was roped in and the ad raised quite a few eyebrows since then. It was created by Pushpinder Singh owned Advertising Agency ‘Saints & Warriors.’

According to Seksaria, the sales of ‘Amul Macho’ increased by 35% immediately after the airing of the commercial which showed that the feedback of the ad had been successful.

However, the Information & Broadcasting (I&B) Ministry prohibited the transmission of the advertisement in the month of July 2007 because they considered it to be indecent, vulgar and suggestive.

Viewing the Amul Macho AD

Click here

Questionnaire Results

Questions YES NO

Reply

Have you seen the Amul Macho Ad? 57 0 57

Is the message clear to you? 49 8 57

Did you like the ad? 36 21 57Do you think the ad should be changed? 29 28 57Do you think it is fair to use seduction in ad? 34 23 57

Age-Gender wise responses

Age Male Female

Like Dislike Like Dislike

Up to 20

21 – 30 29 13 1 5

31 – 40 3 1 1

41 – 50 2 2

51 and above

Total 34 16 2 5

Major Reasons of Liking & Disliking

Reasons for Disliking the Advertisement: Cannot view the ad in front of/ with Family.

Expression of Lady is sexual/vulgar.

Does not make sense.

Does not convey any message

Reasons for Liking the Advertisement: Something different from regular advertisement

Attention of the audience is catched

Expression & enactment by the girl is very good

Marketing Brief of Redesigned Amul Macho Ad

Objective:- To make Amul Macho Underwear a top of the mind brand

Target Segment:- Lower/Middle Class Men Age of 16 years and above

Message:- Wearing Amul Macho Underwear man a Real Man

Medium:- Television Commercial

A newly wed couple go for honeymoon to Shimla.

Scene 1: Wife is sitting on the bed in her

wedding dress.

Scene 2: Husband enters the room

Concept of New Amul Macho Advertisement

Scene 3: Focus shifts to the corner of the

room where clothes of the husband are falling down one after another.

Scene 4: Focus shifts to the wife where she is

now in an extreme upset mood. She now shouts to her husband “Tumhare Paas Woh Nahi Hai Kya???”

Concept of New Amul Macho Advertisement

Scene 5: Wife goes out of the room disappointed.

Scene 6: Husband looks down totally confused !!!

Concept of New Amul Macho Advertisement

Voiceover:-

Amul Macho – Mardon Ki Pehchaan

Concept of New Amul Macho Advertisement

THANK YOU

Bibliography

Marketing Management - Philip Kotler

Saints & Warriors Ltd – Mr. Pushpinder Singh & Miss Divya

Agencyfaqs.com

Redesigning of Amul Macho Innerwear Advertisement