impact of advtg on brand positioning rasna presentation 1

1

IMPACT OF ADVERTISING ON BUILDING A BRAND-

A CASE IN POINT –ADVERTISING RESEARCH FOR

RASNA UTSAV (REAL CASE STUDY)

2

OUR FOCUS

Theme communication for Rasna.

3

RESEARCH PERSPECTIVE

To evaluate the effectiveness of our TVC.

And, obtain all relevant diagnosis.

To help in developing, fine tuning our communication for the next season.

4

THE MEASURE AND METHODOLOGY

Noticeability

Effectiveness Involvement integrated Motivation. Measured using the Ad Eval communication testing methodology.

Research methodology Face-to-face interviews using a structured questionnaire administered at a central location.

Intrusive interest post forced exposure in arelevant clutter.

Diagnostic inputs Content, message recall and points and impressions gathered.

5

STUDY DESIGN

At home Eligibility ascertainment

Invitation to in-hall

In-hall

Involvement – Motivation

measurement for the ad

Forced exposure to Rasna ad

Noticeability measurement

Exposure to Rasna ad in a relevant clutter

The Rasna ad and the clutter was exposed to B&W TV viewers in B&W. And, colour TV viewers in colour.

6

STUDY SPECIFICS

Target group

Housewives from SEC A/B/C/D households aged between 20 to 45 years.Who have bought a preparation category brand at least once a month, this season.

Housewives from SEC A/B/C/D households aged between 20 to 45 years.Who have bought a preparation category brand at least once a month, this season.

Centres Delhi, Pune, ChennaiDelhi, Pune, Chennai

Sample size 315 spread equally across the three centres.315 spread equally across the three centres.

Fieldwork timing June 2003June 2003

7

SALIENT FINDINGS

8

REPORT STRUCTURE

Evaluation of our TVC

• Intrusive interest• Motivation power• Diagnostics

The implications

9

CONSUMER BACKDROP

Are predominantly from SEC A,B in Delhi (77%) and SEC B/C in Chennai (82%), Pune (82%).

Colour TV ownership is high (Delhi 94%, Pune 87%, Chennai 72%). In Chennai, a substantial proportion own only a B&W TV (28%).

Refrigerator penetration is near universal in Delhi, while only third of households in Chennai own one. In Pune, more than half own one.

The housewives are full time housewives with school level education spread across age groups.

To know more about the profile click hereTo know more about the profile click here

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RESPONSE TO OUR TVC

11

NOTICEABILITY

12

NOTICEABILITY MEASUREMENT METHOD (1)

The measure of noticeability is intrusive interest so that we capture real registration of the TVC and not just blind recall/noise in the clutter.

Intrusive interest is measured at two levels -

• Top-of-mind – ad found most interesting to watch

• Any spontaneous mention – which other ads did you find interesting to watch

The clutter used consisted of the ads that were relevant to the target audience and were decided in consultation with client.

13

NOTICEABILITY MEASUREMENT METHOD (2)

The Ads In The Relevant Clutter

• Ariel

• Ayush soap

• Clinic Plus

• Dabur Vatika

• Godrej Pentacool

• Pepsodent

• Pepsi

• Rasna

• Stayfree

• Tata Tea

• Anchor white toothpaste

• Arun ice-cream

• Ayush soap

• Lux

• Mirinda

• Mortein

• Preethi Mixer

• Rasna

• Voltas Vertis

• Whisper

Delhi/Pune (Hindi) ads Chennai (Tamil ) ads

14

INTRUSIVE INTEREST : CHENNAIAds Found Interesting (Mentioned Spontaneously)

Rank 1 Any Rank

97

53

60

54

45

28

40

39

26

28

39

17

14

10

6

6

5

4

1

0

Rasna Rasna

Arun Ice CreamArun Ice Cream

LuxLux

Mirinda Mirinda

MorteinMortein

Anchor WhiteAnchor White

WhisperWhisper

Ayush SoapAyush Soap

Voltas VertisVoltas Vertis

Preethi MixerPreethi MixerBase : All respondents - 109

Rasna is the dominant leader. In fact, interest in the Rasna ad is universal.

%

15

OVERALL NOTICEABILITY OF RASNA AD

75

9196 96

96100 100

4240

969189

97 99

39

0

20

40

60

80

100

Ad found mostinteresting

Ad foundinteresting

Recall ad fromclutter

spontaneously

Recall ad onaiding withcategory

Recall ad onaiding with

brand

%

Delhi Pune Chennai

Base : All respondents –Delhi - 101 , Pune – 105, Chennai - 109

Everyone recalls the ad from the clutter. And, most find it interesting – more so in Chennai.

All coding rank 1 in Q1a

Any rank 1 in Q1a

Rasna coded in 1a or b

Rasna coded in 1a or b or c

Rasna coded in 1a or b or c or d

16

OVERALL NOTICEABILITY : BY SEGMENTSDELHI

73

8998 98

7992 92

979794

76

92

0

20

40

60

80

100

Ad foundinteresting


spontaneously


category


brand

%

SEC A SEC B SEC C/D

67

8693 93

8195 98 98

0

20

40

60

80

100

Ad foundinteresting


spontaneously


category


brand

%

20 - 30 years 31 - 45 years

8493

91 96 9797

9696

0

20

40

60

80

100

Ad foundinteresting


spontaneously


category


brand

%

Have a child 2-12 years Others

Interest in the ad is higher among those

above 30 years. No other differences

seen across segments.

SEC Age segments

Those who have a child in 2-12 years vs others

@

@ Small base

@

17

OVERALL NOTICEABILITY : BY SEGMENTSPUNE

95 9495

100 10010010096

96

8984

94

60

80

100

Ad foundinteresting


spontaneously


category


brand

%

SEC A SEC B SEC C/D

89

95 9588

98 98

93

90

80

100

Ad foundinteresting


spontaneously


category


brand

%

20 - 30 years 31 - 45 years

SEC Age segments@@

@ Small base

Interest is a little lower in the lower SEC.

And, a little higher among those who have

a young child.

94

94 979785

10010094

0

20

40

60

80

100

Ad foundinteresting


spontaneously


category


brand

%



18

OVERALL NOTICEABILITY : BY SEGMENTSCHENNAI

100

100100

100100100100

9710098

96

100

0

20

40

60

80

100

Ad foundinteresting


spontaneously


category


brand

%

SEC A SEC B SEC C/D

98 100 100 100

96 98 100 100

0

20

40

60

80

100

Ad foundinteresting


spontaneously


category


brand

%

20 - 30 years 31 - 45 years

Interest is a little higher among those who

have a young child.

SEC Age segments@

@ Small base

8594 97 97

93 98 100 100

0

20

40

60

80

100

Ad foundinteresting


spontaneously


category


brand

%



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BRAND NAME REGISTRATION

%

Recall brand as…

Delhi

Pune

Chennai

Rasna 81 95 89

Rasna Utsav 13 1 4

Base : All respondents 101 105 109

Most recall the brand as Rasna.

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SPECIFIC REACTIONS

Liked at least one aspect in the ad 98%

• Like the child/child is cute 32

• Boy offers to do the household work 29

• Like the mother child relationship shown

22

• Like the orange/Nagpur orange flavour 12Base : All respondents 315

Likes centre around the child.

No dislikes 96% No dislikes are voiced.

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EFFECTIVENESS OF THE TVC

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Consumers are then categorised into : Motivated (involved and motivated), involved only (involved, but not motivated), recall only (neither involved, nor motivated), by -pass (motivated, but not involved).

Apart from the AdEval Score, the shape of the categorisation table is also suggestive of the motivation power of the communication.

Shape of the table What it suggests________________ ___________________________________________

High motivation and involvement

Neither does it motivate nor involve

Tuned-out effect- suggesting differential effecton different segments

Typical of entertaining communication that fails to bond the message to the brand

____________________________________________________________________

The AdEval Test System is based on the proven principle that communication which involves the audience and motivates them to change their attitudes, behaviour - will be effective in real life.

It involves measuring involvement on three parameters - extensiveness, intensiveness of appeal and relevance of the communication. And, motivation on three parameters - opinion formed, increased interest to seriously consider for purchase and importance of impressions received from the communication.

EFFECTIVENESS MEASUREMENT METHOD

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MOTIVATION POWER

%

The Ad Eval scale

Delhi

Pune

Chennai

Involved & Motivated 94 88 91

Involved Only 2 3 1

Recall Only 1 4 3

By-pass 3 6 6Base : All respondents 101 105 109

The advertising has very high motivation power.

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SEC A

SEC B

SEC C/D

20 – 30 years

31- 45 years

Have a child 2-12 years

Others

MOTIVATION POWER : BY SEGMENTS

Delhi Pune Chennai

79

92

89

94

80

91

82

91

97

96

91

97

91

100

89

86

94

85

96

91

91

All – 94% All – 88% All – 91%

%

@

@

@

@

Motivation power is high across segments.

@ Small base

@

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TO LOOK AT NEXT

What Is the Communication Received That Has Resulted in High Motivation Power?

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MESSAGES RECEIVED

Key messages

%

For children 70

Taste 67

Ease of preparation 65

• Easy to prepare 57

• Takes less time 27

Add-on benefits

47Economy37• Price is less

23• More glasses per pack

16Fresh product315Base : All respondents

45Healthy

35Thirst quenching

35Is refreshing

Refreshing drink, health, economy are the other messages received. Some articulate that the product is fresh.

The key messages received are suitability for children, taste and ease of preparation.

27

FROM WHERE HAVE THEY RECEIVED THESE MESSEGES

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SUITABILITY FOR CHILDREN

The child

The mother giving into the child’s demands

The child in the ad and the mother giving into the child’s demand for more Rasna – are the key contributors to suitability for children. Nagpur orange also contributes.

• Bacche Rasna pi kar ke kush ho jate hain….

• Bacchon ko bahut pasand ata hai…• Baccha kush ho kar ke pe raha hai…iska matlab bacchon

ke liye accha hoga…

• Baccha Rasna nahin milne par gussa ho jata hai…maa manane ke liye Rasna deti hai…baccha khush ho jata hai….bacchon ko achcha lagta hai…

• Bacche ko Rasna de kar ke manaya ja sakta hai….

Nagpur orange• Rasna is good for children because it has the taste of fresh

Nagpur oranges which gives energy to the child…

29

TASTE (1)

Boy’s eagerness to do household work for Rasna has high pick up. And, is a key contributor to taste perceptions.

• Bacche Rasna ke liye kuch bhi karne ko tayar hote hai…• Eske swad accha hai kyunki bacche char glass pi liye

hain phir bhi aur pina chahte hain…is liye kam karne ko

tayar hai…• Wo koi bhi kam kar sakta hai sirf Rasna peene ke liye…

Boy offers to do household work for Rasna

94%

Base : All respondents 315

30

TASTE (2)

%

• Mother says no Rasna even if your work/you have already drunk four glasses

93

• Boy is sad 66

• Mother gives Rasna to boy 90

• Boy is happy on getting Rasna/Hugs mother/Says ‘I love you mummy’

86


Boy’s sadness on mother’s refusal and the transformation to happiness on drinking Rasna has high pick up. And, contributes to taste perceptions.

• Esme Rasna ke liye bacche ko jid karte dikhaya gaya hai…

• Rasna ka swad accha hai kyunki baccha ko accha lag raha tha…• Maa ko bachhe par pyar aa jata hai phir maa bacche ko Rasna de deti hai…

maa bhi khush…baccha bhi khush…• The boy is stubborn that he wants Rasna…gets angry and stands at the door

when his mother refuses.. When his mother gives him Rasna…he is happy…hugs her…says “I love you mummy’.

31

TASTE (3)The Bond Between The Mother And The Child

%

Bonding between mother and child 64

• Boy says I love you mummy 58

• Boy hugs mother 13


• Rasna peene ke bad baccha apni mummy ko kehta hai ‘I love you mummy’…yani ki Rasna accha hota hai ki baccha kushi kushi se kehta hai ki aap bahut acchi ho….

• Rasna se apas mein pyar bardtha hai…

The bonding between the mother and child is picked up. It adds to taste perceptions because it is perceived as the boy’s appreciation of the mother for giving him a tasty drink.

32

TASTE (4)

The tagline

The tagline also communicates taste as they interpret it as the boy’s happiness with the taste that leads him to say ‘I love you Rasna’.

• Peene ke bad baccha kush ho kar ke kehta hai ‘I love you Rasna’….

I love you Rasna 65%


33

TASTE (5)

Orange flavour

The orange flavour, specifically, Nagpur orange enhances taste perceptions, as Nagpur oranges are perceived as the best oranges available.

• Swadisth orange flavour bataya gaya hai ….• Iska taste bahut accha hai kyuke isme santara hai…• Orange colour…flavour…is good…• Santre ka taste sabse accha hai…

Orange flavour 77%

• Nagpur ke orange famous hote hain is leye taste accha hoga aur bacche bar bar mangte hain…

• Rasna mein Nagpur orange hai jo bacchon ko bahut pasand ata hai…

• Nagpur ke santare sabse acche hote hain…• Nagpur santare ke liye mahshoor hai…is leye Rasna ka

taste accha hoga…

Nagpur orange 65%


34

TASTE (6)

The Mixing Shot

%

Mixing shot 73

• If powder and liquid are mixed

then the taste is good4


The mixing shot has high pick up. But the audio in the shot has very low pick up. And, it does not contribute to taste perceptions.

35

EASE OF PREPARATION%

AvailableAdvertised in the TVC

Sweetened powder drinks 86 39

Soft drink concentrate 82 26

Unsweetened powder drinks 73 16

Squashes/syrups 62 22

Ready to drink 58 3Base : All respondents 315 315

For many, the type

advertised in the TVC is sweetened

powder.

-• Add sugar

50• Orange powder and liquid

are mixed

315

55

73

Base : All respondents

• Rasna being prepared

Mixing shot

The super ‘add sugar’

is missed which has perhaps led to

perceptions that the type advertised is

sweetened powder. The mixing shot and ‘sweetened powder’

have contributed to perceptions of

ease of preparation.

• Powder aur liquid mix karne se Rasna turant asani se ban kar tayar hojata hai…

• Rasna bahut asani se tayar ho jata hai…• Liquid aur powder mix kiya bas tayar ho gaya…

36

HEALTHY DRINK

Drunk by child• Isme kuch bhi hanikarak nahin hai jo ki soft drink ke liye

bahut mahatwapurn hai….isliye bacche ko pilaya ja

saktha hai…

Nagpur orange

• Nagpur orange hai…peene ke liye swasthawardhak hoga…

• Nagpur ke fresh fruit ka bana hai, bacchon ke liye accha hoga…

Healthy drink is received from Nagpur orange and suitability for children.

37

ECONOMY

• Its price is less… Rasna …price is less…• A lot of people can drink from one pack…

Familiarity with Rasna contributes

to economy.

315Base : All respondents

The 32 glass pack is not picked up and does not

contribute to economy

perceptions.

32 glass pack 3%

38

FRESHNESS

• Rasna is good for kids.. will remove tiredness…

• Is Rasna mein tazgi hai…

Rasna and their familiarity with Rasna is the contributor to freshness.

39

TO LOOK AT NEXT

Are there any differences across centres.

Why these differences.

40

MESSAGES RECEIVED%

AllDel

Pun

Che

Taste 67 80 58 62

For children 70 74 75 61

Ease of preparation 65 72 67 58

• Easy to prepare 57 68 57 47

• Takes less time 27 20 48 15

Is refreshing 35 50 26 29

Thirst quenching 35 34 33 38

Healthy 45 57 27 52

Economy 47 15 49 74

• Price is less 37 11 33 65

• More glasses per pack 23 5 38 37

Fresh product 16 42 6 3

Base : All respondents 315 101 105 109

Taste, fresh product is received to a greater extent in Delhi. And, economy is received to a greater extent in Chennai.

41

WHY IS TASTE BETTER RECEIVED IN DELHI

%

Aspects recalled All Delhi

• Boy offers to do household work for Rasna 94 94

• Mother says no Rasna even if you work/you have already drunk four glasses

93 95

• Boy is sad 66 61

• Mother gives Rasna to boy 90 97

• Boy is happy on getting Rasna/Hugs mother/Says ‘I love you mummy’

86 91

• ‘I love you Rasna’ 65 45

• Orange flavour 77 94

• Nagpur orange 58 80

– Nagpur has the best oranges 9 22

Base : All respondents 315 101

Nagpur orange is the key contributor to better taste, health perceptions in Delhi as it is the sole element that has better pick up in Delhi compared to others.In a growing SDC market like Delhi ‘I love you Rasna’ has a lower pick up.

42

WHY IS ECONOMY RECEIVED TO A BETTER EXTENT IN CHENNAI

%

All

Chennai

• 32 glass pack 3 2

Base : All respondents 315 109

Familiarity with Rasna is perhaps the contributor to better economy perceptions in Chennai. The pick up of the 32 glass pack is lower there.

43

IN SUM

The Rasna ad leads on noticeability in a clutter.

It has high motivation power.

The key messages that are received (and drive motivation) are taste, suitability for children, ease of preparation. The other messages received are economy, health, refreshing drink.

The key contributors to the messages are -

• Suitability for children The storyline, specifically, the child shown

• Taste

The storyline – child’s eagerness to do anything for Rasna, his sadness at his mother’s refusal, his happiness on getting Rasna.The taglineOrange flavour – specifically Nagpur orange.

• Ease of preparation

Mixing shotIn fact, it cues ‘sweetened powder’ in a growing SDC market.

• Economy Familiarity with Rasna.The 32 glass pack does not add. In fact, it is not picked up.

• Health Nagpur orange, suitability for children.

• Freshness Familiarity with Rasna

44

RELEVANT IMPLICATIONS

45

THE RASNA ‘NAGPUR’ ORANGE TVC

It communicates the intended messages very well.

And, the messages are well integrated into the storyline and drive motivation.

Recommend continuing with the TVC as is.

The TVC has excellent clutter through.

Its motivation power is very high.

46

NAGPUR ORANGE

Typifying the orange and appropriating the property of best orange (Nagpur orange) has enhanced Rasna perceptions.

• In markets where Nagpur orange is received to a greater extent taste, health, fresh product is better received.

Associating the Rasna flavour with the ‘best’ in that flavour is a step in the right direction.Worthwhile reinforcing in the pack as well.

47

SOME CONSIDERATIONS FOR THE NEXT SEASON

‘SDC’ is not picked up, specifically in growing (not so strong) SDC markets (like Delhi).

Could consider communicating ‘SDC’ without detracting from the motivation power.

• Reinforcing the audio on ‘mixing’ in the product window.

• Hindi/vernacular super on the need to add sugar.

48

ECONOMY

Economy is a key driver for Rasna.

Is not picked up in the current communication, specifically, in growing (not so strong) markets like Delhi.

• The key cue to economy ’32 glass pack’ is not picked up.

OrCould consider running a separate ‘economy’ ad in growing (not so strong) SDC markets.

Could consider heightening economy perceptions without detracting from the motivation power of the ad.

Showing more glasses filled with Rasna in the pack shot ?

49

APPENDIX 1

50

THE HOUSEHOLD

44

18

17

33

24

33

24

58

49

0 10 20 30 40 50 60 70 80 90 100

Delhi

Pune

Chennai

%

A B C/D

Base : All respondents : Delhi – 101, Pune – 105, Chennai - 109

7

27

26

10

37

28

39

22

36

44

14

10

0 10 20 30 40 50 60 70 80 90 100

Delhi

Pune

Chennai

%

Upto Rs 3000 Rs 3001 - 5000

Rs 5001 - 8000 More than 8001+

7403

4875

5034

Average (in Rs)

SEC Monthly family income

51

DURABLES OWNED

%

Durables owned

Delhi

Pune

Chennai

• Colour TV 94 87 72

• B&W TV 16 13 30

• C&S connection 90 49 88

• Refrigerator 97 59 35Base : All respondents 101 105 109

52

THE HOUSEWIFE

%

Age (in years)

Delhi

Pune

Chen

• 20-25 12 12 20

• 26-30 31 39 28

• 31 – 35 30 15 23

• 36 – 40 25 16 26

• 41 – 45 3 17 3

%

Education of housewife

Delhi

Pune

Chen

• School 12 26 27

• SSC/HSC/+2 42 54 61

• Some college but not graduate 1 3 6

• Graduate/Post graduate 46 17 7

%

Housewife – working statusDelhi

Pune

Chen

• Not working 90 89 97

• Working full time 8 6 3

• Working – part time 2 6 -Base : All respondents 101 105 109

impact of advtg on brand positioning rasna presentation 1

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