Advertisement Evaluation of Rasna Shake Up T V Commercial”

Ad Evaluation of Rasna Shake Up TVC

ASummer Training

Project Report On

“Advertisement Evaluation of Rasna

Shake Up T V Commercial”

Submitted On

July 20, 2004.

In Partial Fulfillment of the Award of Master in Business Management

N. R. Institute of Business Management Ahmedabad.

Prepared by:

PAYAL PARIKH


It gives me great pleasure to express my gratitude to all the esteemed people who helped

me in the preparation of this project which has been a great learning experience.

Acknowledgment

I would like to thank Mr. Sachin Kamath and Mrs. Lakshmi

Suresh for giving me this opportunity to work on this project on

‘Advertisement evaluation of Rasna Shake Up T V Commercial’

which has enabled me to get an insight into the Advertisement

Industry & also an opportunity to study aspects such as vast

contribution of advertisement on Sales and Brand awareness.

I would also like to thank the whole Rasna team at Mudra - Mr.

Saji Mathews, Mr. Neeraj Hasija, Mr. Ronak Shah and Mr.

Narayan Murthy for providing me insight about the

advertisement world and helping me at each and every stage of

my project.

I also would like to thank creative as well as administrative staff

of Mudra Communications for their support and cooperation.


Executive Synopsis

In 1980, Mudra started with a modest turnover of Rs.30 lakh in the first year of operation. The first few years indicated a placid growth rate of 25%. From 1985 onwards, turnover accelerated at a furious pace. This led to Mudra becoming the third largest agency in the country in a short span of 9 years. Currently Mudra's turnover is in excess of Rs. 7 billion and the company continues to maintain a healthy growth rate.

The project report basically deals with the evaluation of the Rasna Shake Up T V Commercial. The evaluation is done on the basis of its effectiveness in terms of

Sales Emotional grounds

I have used the interrogation/communications study where the researcher questions the by personal means. I have used two main sources of data:

Primary Source: in the form of questionnaires. Secondary Source: books, Internet, articles from newspapers,

magazines.

Our population consists of all the kids in the age group of 4-12 years. And moms in the city of Ahmedabad, out of which the relevant population will be those in SEC A, B, C. The sample size is taken 100 each-kids and moms.

The advertisement is successful in terms of sales of the product – Rasna Shake Up. But it is more successful in terms of emotional grounds. This is because of the baseline “Don’t B Seedha Sada”. It is very popular among kids. Today’s kids want themselves to different from the lot. Unlike earlier days, they don’t want to be called Seedha Sada. And the agency, understanding the kids’ mindset very well have selected this baseline and very well targeted its audience. The advertisement does not touch upon the nutritional attributes, but mainly focuses on fun filled attributes in drinking milk.


Table of Contents

Chapter No.

Subject Page No.

1. Mudra Mudra – The Trend Setter Founder Growth Since 1980 Awards Clients Collaborations Billings Key People

111234556

2. Advertising Introduction Advertising Classification Five Ms of Advertising Advertising Institutions

77799

3. Advertisement Evaluation Introduction The Advertisement Research

Process EvaluatingAdvertising

Effectiveness Communication effect

Research Sales effect Research

101012

13

1314

4. Rasna 15


5. Market Research Research Objectives Project Planning Limitations

16161617

6. Research Methodology Formulating Research

Objective Sampling Design Research Design

18181819

7. Findings and Analysis Kids Questionnaire Findings Moms Questionnaire

Findings Story Board Analysis

Idea of instant milk shake

The Retro Feel Music Equity Ogilvy’s Tips

202033475151515253

8. Conclusion Summary and Conclusions

54

Appendices Kids Questionnaire Moms Questionnaire

565660

Bibliography 64


MUDRA

“The relationship between a manufacturer and his advertising agency is almost as intimate as

the relationship between a patient and his doctor.”

- David Ogilvy


Chapter 1: Mudra

Mudra – The Trend Setter

In an industry that sets trends, to be a trendsetter is no mean achievement. Yet, in the 23 years of its existence, Mudra has set trend after trend. To the extent that if it is something new, Mudra is somewhere in the picture. Here are some. It was Mudra that first gave India double spread colour ads ▪

It was Mudra that first sponsored commercial telecast of a

major sporting event with the India-West Indies series of 1983 ▪

It was Mudra that first branded a public issue, `Reliance

Khazana' ▪

It was Mudra that made India's first telefilm, `Janam' ▪

It was Mudra that gave Doordarshan `Rajani", the serial that

heralded a new consumer awareness in India ▪

It was Mudra that gave India its first academy for advertising

The Mudra Institute of Communications, MICA ▪

It was Mudra that gave India its first transnational agency,

Mudra International ▪

It is Mudra that gave India her first advertising archives, the

MAGIndia ▪

A Look Upon The Founder:


Shri A G Krishnamurthy’s teachers saw that their student would go on to make advertising history ▪ In ‘68, he joined Calico Mills in Ahmedabad and in ‘72, moved to their advertising agency, Shilpi Advertising ▪ In ‘76 he moved to Reliance Industries as their advertising manager ▪ Four years later, on 25th March, 1980, he founded Mudra Communications ▪ This is where the story begins ▪ Shri Krishnamurthy started with 1 brand, Vimal ▪

The chain he set up today has a 125 links, a 125 clients ▪ In ‘91, he created the Mudra Institute of Communications, Ahmedabad (MICA), the only advertising school of its kind in Asia ▪ A couple of years later came Mudra International, again the first time an Indian agency had opened shop abroad ▪ In ‘95 Shri Krishnamurthy was nominated Advertising Person of the Year by A&M, India’s leading marketing journal ▪ In ‘97, he was inducted into the Calcutta Ad Club’s Hall of Fame ▪ In ‘98, the British magazine ‘Media International’ nominated Shri Krishnamurthy as one of the 25 key figures in the international advertising industry ▪ In ‘99 he was awarded the AAAI-Premnarayen Award in recognition of ‘his pioneering spirit and entrepreneurial vision’ ▪ After an eventful stint spanning 23 years as Chairman and Managing Director of Mudra, Shri A G Krishnamurthy retired on 31st March 2003 ▪

Growth Since 1980:

In 1980, they had one client - Vimal ▪ And a 500sq.ft. office ▪ Their objective was very simple ▪ To create the best contemporary advertising ▪ Which they did ▪It made the advertising fraternity sit up and take notice ▪Which explains how nine years hence, Mudra was the largest Indian advertising agency ▪ And today, 23 years hence, they have 125 clients nationwide ▪And 3 agencies, 8 offices and 6 divisions in India ▪ And an equity


partnership with DDB Worldwide ▪ And a capitalised billing of Rs. 7.8 billion ▪ And a portfolio of some of India’s best brands ▪ And Agency of the Year awards six times ▪ And here are a few words from their clients ▪

“If you’re looking for an agency that can be part of your own team, that cannot be called an agency, but is a part of your family. That treats your products as their product and whose people will work as if they’re working in your organisation, there’s only one agency. That is Mudra.”

-Piruz Khambatta, CMD Rasna Enterprises Ltd. “They’re completely involved in the brand. They take an active role and see them as a partner.”

-Amit Jatia, MD McDonald’s Hardcastle Restaurants.

And Did You Know About The Awards…

Mudra has collected many accolades over the years including the "Agency of the Year" award for 6 years besides the induction of Shri A.G.Krishnamurthy (Ex CMD) into the Calcutta Ad Club Hall of Fame; his being chosen as the Ad Person of the Year by A&M; his nomination as "one of the 25 key figures of the international Ad Industry" in 1998 by British Magazine - Media International; and the AAAI-Premnarayen Award in recognition of his pioneering spirit and entrepreneurial vision 1993 | Total awards 55Agency of the Year - A&M 1994 | Total awards 52Agency of the Year - Bangalore Ad Club 1995 | Total awards 84Agency of the Year - A&M Advertising Person of the Year (A.G.Krishnamurthy) - A&M 1996 | Total awards 90Agency of the Year - Calcutta Ad Club


1997 | Total awards 67Agency of the Year - The PioneerHall of Fame (A.G.Krishnamurthy) - Calcutta Ad Club 1998 | Total awards 87The British magazine "Media International" nominated A.G.Krishnamurthy One of the 25 key figures of the international advertising industry 1999 | Total awards 60Agency of the Year - Delhi Ad Club AAAI - Premnarayen Award (A.G. Krishnamurthy) in recognition of his pioneering spirit and entrepreneurial vision

2000 | Total awards 72 (36 Awards of MAG)

2001 | Total awards 50 (16 Awards of MAG)Creativity 31, USA (7 Gold Awards)

2002 | Total awards 27 (2 Awards of MAG)

2003 | Total awards 41 (1 Award of MAG)New York Films (1)ABBY Awards (2)AAAI (5)Chennai Ad Club (4)Cochin Ad Club (7)

Creative Awards 884 awards till date

Updated on 5 June, 2003

Whom Do They Serve…

Mudra started with one client, Vimal in 1980. today Mudra handles 120 brands nationwide. Some of the major clients include:

Ashok Leyland Balsara household products

http://www.mudra.com/awards060603.htm#cochi

http://www.mudra.com/awards060603.htm#chennai

http://www.mudra.com/awards060603.htm#aaai

http://www.mudra.com/awards060603.htm#abby

http://www.mudra.com/awards060603.htm#new

http://www.mudra.com/awards.htm


Cadila DaburDainik Jagran DharaFa Cosmetics Federal BankGodrej Consumer Products HarmonyHenkel Spic India Ltd. Hindustan MotorsIndian Express Indian Oil CorporationKinetic Motor LICMitsubishi Lancer MTNLNational Geographic Cahnnel NestleOrient Fans Paras PharmaParagon Rubber Industries Ramdev FoodsRasna Reliance CapitalReliance Industries Reliance InfocomReliance Telecom SamsungSBI SymphonyWaghbakri Orpat

Collaborations:

In 1988, they decided to collaborate with an international agency An agency with the vision, experience and determination to set standards for the profession That agency was DDB Worldwide, part of the Omnicom Group This affiliation gives them access to the best creative product, latest information technology, media modelling, direct marketing and other international advertising and marketing inputs

Billings:

In 1980, Mudra started with a modest turnover of Rs.30 lakh in the first year of operation The first few years indicated a placid growth rate of 25% From 1985 onwards, turnover accelerated at a furious pace This led to Mudra becoming the third largest agency in the country in a short span of 9 years Currently Mudra's turnover is in excess of Rs. 7 billion and the company continues to maintain a healthy growth rate


Key people:

Mr. Madhukar Kamath Managing Director & CEO Mudra Communications Pvt. Ltd. Mr. Alan D’Souza Executive Director & Head -Leadership, Learning and Change

Mr. R LakshminarayananExecutive Director - South & Head - Total Branding Mudra - DelhiMr. Hemant Misra Mudra - MumbaiMr. Jude Fernandes President

Mudra - South

Bangalore Mr. S RadhakrishnanVice President Mudra - AhmedabadMr. Chandan Nath


ADVERTISING

“The cat sat on the mat” is not a story. “The cat sat on

the dog’s mat,” now that’s a story.

- Gerry Miller, creative director, Dentsu.


Chapter 2: Advertising

Introduction:

Advertising is any paid form of nonpersonel presentation and promotion of ideas, goods, or services by an identified sponsor. Advertisers include not only business firms, but also museums, charitable organizations, and government agencies that direct messages to target publics. Ads are a cost-effective way to disseminate messages, whether to build brand preference for Coca-Cola or to educate people to avoid hard drugs.

Advertising is both art and science. The science of advertising is the analytical part: setting goals, deciding strategy, choosing among different creative styles. Some people call this step convergent thinking because the process is to distill lots of information into the core advertising strategy. But once the message strategy and the broad creative approach have been determined, it is time to create the actual advertising. And, this is a very different process. Here the best approach is divergent thinking – letting loose with one’s imagination to find the most creative, unexpected way to communicate that core advertising message. This is not science but art.

Advertising Classifications :

Product Advertising:Most of the advertising expenditure is spent on product advertising, i.e. advertising of new products, existing products and revised products.

Retail Advertising:In contrast to product advertising, retail advertising is local and focuses on the store where a variety of products can be purchased or where a service is offered. Retail advertising emphasizes price, availability, location, and hours of operation.

Corporate advertising:


The focus of these advertisements is on establishing a corporate identity or on winning the public over to he organization’s point of view. Most corporate advertising is designed to create a favorable image for a company and its products; however, image advertising specifically denotes a corporate campaign that highlights the superiority or desirable characteristics of the sponsoring corporation.

Business – to – business advertising:This term relates to advertising that is directed to industrial users (tires advertised to automobile manufacturers), resellers (wholesalers and retailers), and professionals (such as lawyers and accountants).

Political Advertising:Politicians to persuade people to vote for them often use political advertising; therefore, it is an important part of the political process.

Directory Advertising:People refer to directory advertising to find out how to buy a product or service. The best known for of directory advertising is the Yellow Pages, although today there are many different kinds of directories that perform the same function.

Direct Response Advertising:Direct response advertising involves two-way communication between the advertiser and the consumer. It can use any advertising medium and the consumer can respond, often by mail, telephone, or fax. More and more companies now allow the consumer to respond online. The product is usually delivered to the consumer by mail.

Public Service Advertising:Public service advertising is designed to operate in the public’s interest and to promote public welfare. These advertisement are created free of charge by the advertising professionals, and the space and time are donated by the media.

The advertising objectives can be classified according to whether their aim is to inform, persuade, remind, or reinforce.

Informative advertising aims to create awareness and knowledge of new products.

Persuasive advertising aims to create liking, preference, conviction, and purhase of a product or service.


Reminder advertising aims to stimulate repeat purchase of products and services.

Reinforcement advertising aims to convince current purchasers that they made the right choice.

Five major decisions or five Ms of advertising :

Mission: set advertising objectives.Money: Establish a budget that takes into account stage in product life cycle, market share and consumer base, competition and clutter, advertising frequency, and product substitutability.Message: Choose the advertising message, determine how the message will be generated, evaluate alternative messages for desirability, exclusiveness, and believability; and execute the message with the most appropriate style, tone, words, and format and in a socially responsible manner.Media: Decide on the media by establishing the ad’s desired reach, frequency, and impact and then choosing the media that will deliver the desired results in terms of circulation, audience and effective ad – exposed audience.Measurement: Evaluate the communication and sales effects of advertising.

Advertising Institutions : There are four major advertising institutions namely: the advertiser, the advertising agency, the media, and the research suppliers.

There are a wide variety of advertisers. Those who are classified as national advertisers spend the largest share of advertising dollars. The product type with which they are involved can also distinguish advertisers: consumer packaged goods, consumer durables, retail stores, or industrial products, for example.

In most cases, an advertising agency actually creates the advertisements and makes the media-allocation decisions.

Media developments have dramatically influenced the thrust of advertising through the years. The printing press made possible newspapers and magazines, the major media before the advent of the broadcast media, television and radio. Radio in 1922 and television ion


1948 provided a new dimension to advertising and sparked a period of growth.

Modern advertising management is heavily involved with research, and a sizable industry of research supplier firms has grown up to serve the needs of advertisers, agencies, and the media. Today, over $1 billion is spent annually on marketing and advertising research and specialized services associated with each of the major media.

ADVERTISEMENT EVALUATION


If it doesn’t sell, it isn’t creative.

- David Ogilvy

Chapter 3: Advertisement Evaluation

Introduction:

Trying to find outAdvertising can take up a lot of time, effort and money. It is an expensive and serious process. Behind the campaign lies the need to justify it before it begins and to justify it after it has appeared.It is not sufficient to do advertising. For a professional and effective result, it is necessary also to evaluate it. Did it work? And how did it work? Were its objectives fulfilled? To what extent? And now what remains to be done?

What to find outThe advertiser or the agency has to do two things:

1. carry out a plan of action2. discover what happened.

There is a range of pressing reasons why the advertiser must find out. Among these are:

The need to assess how far the objectives have been reached. The need to justify to management. For self protection or for

professional clarity, the advertiser would be wise to show to management how well that money has been spent and what it has accomplished.

To learn for next time. What went right this time? What could have worked better? What needs to be done for next time?

Advertising agencies, in particular, are under some pressure to perform well and to show how well they have performed. Evaluation is


a kind of self-protection as well as being another act of professional accountability. It is, of course, crucial to determine what to evaluate. Light will need to be thrown on to a number of issues.

Campaign objectivesHow far were these met? If they were to build up awareness, what is the awareness now?

Creative effectivenessJust how well did the creative vehicle work? Did the audience like it, remember it, respond to it? What was the central theme of the creative approach and did it shift audience to the product? Was the creative offer understood and accepted.

Effect on the audienceWhat did the audience think before and what do they think now? What do they know and feel about the product that they did not know before?

Problem solvingIf the campaign set out to overcome a problem, how well did it do so? What was the problem before and how far does it now exist? What elements of the problem still remain to be dealt with? What needs to be found out has to be defined as thoroughly and as fully as any other part of the advertising equation.

What research

Advertising research covers a wide span of types. The strategy here is to fit the research type to the problem posed. Research is carried out on a need-to-know basis. So, what do we need to know? Characteristic areas of doubt include the following:

The creative strategy: does it match customer requirements? The creative concept: does the audience accept it and find it

valid? The creative communication or vehicle: does the audience

understand it? Awareness: does the campaign enhance audience awareness? Recall: is there clear recall of the product name, or specification,

or indeed of the advertising itself? Campaign effect: what does the campaign achieve overall? Positives and negatives: are there any negatives that can now be

eliminated, or positives that can be enhanced?


There are two main ways to categorise research methods:

1. By time2. By type

Research by time:Advertising research is done at two life stages of an advertisement – before its birth and after its birth. An advertisement is born when it is put on air for the first time. Before that, it is in its pre - birth stage.

Research by type:As is famously known, research is divided into two major categories:

1. Quantitative2. Qualitative

The former deals in numbers, in scale, in percentages, typically using a large sample to produce simple replies to a standard questionnaire, which are then percentaged out. The latter probes smaller groups, in a less structured, more open way.

The advertisement research process:

Advertising research involves evaluating advertisement at its different life stages. In all contexts, the effect of /response to advertisement needs to be ascertained. The same could be either effect on sales and/or on the minds.Well, most advertisement (but for social and public service advertisement, like Family Planning, AIDS, Census, Gujarat earthquake relief, and Orissa cyclone relief advertisements) is intended to increase, or maintain, sales in some form. Some of these forms are listed below.

A very wide range, from the frequent and trivial purchase cycle to the rare and expensive, even a one-off, purchase, which requires a serious decision.

Changing or maintaining an attitude or habit, to provide a context in which a desired behavior is more likely to take place.

Long-term and short-term effects. Sales-price relationship; i.e., more value at a price, or same

volume at more price.

Before getting into the evaluation process, a brief discussion on issues affecting the evaluation of advertisement follows.


Issue 1: the customer-brand relationship, and its impact on advertisement.Two points in this context are:

The relationship between the brand and the consumer directly impacts on the way advertisement is received by the customer. The stronger the relationship, the more noticeable is the advertisement, and the more likelihood of the advertisement being viewed in a positive light. (some examples are the Liril and Pepsi advertisements.)

The relationship is circular rather than linear. Customers aware of the advertisement are more likely to buy the brand, and those customers who are buying the brand are more likely to be aware of the advertisement. (Some examples are Surf and Sundrop.)

Issue 2: Short- and Long-term effects.A few observations in this context are:Accountability usually creates a tendency to give a choice between immediate, short-term effects over longer-term, less-measurable effects.

Consumer offer-based effects are short-term. Short-term results are perceived as marketing success. But such

success often does not last.

Evaluating advertising effectiveness:

Principles of effective advertising:To be effective means creating an ad that accomplishes the objectives desired by clients. The task of making sure the ad meets the objectives requires that creatives and account executives follow the six basic principles as stated below.

♦ Visual consistency ♦ Campaign duration ♦ Repeated tag lines ♦ Consistent positioning ♦ Simplicity ♦ Identifiable selling point

Good planning and control of advertising depend on measures of advertising effectiveness. Yet the amount of fundamental research on effectiveness is appallingly small. Most advertisers try to measure the


communication effect of an ad-that is, its potential effect on awareness, knowledge, or preference. They would also like to measure the ad’s sales effect.

Communication – Effect Research:

Communication-effect research seeks to determine whether an ad is communicating effectively. Called copy testing, it can be done before an ad is put into media and after it is printed or broadcast. Advertising research is done at two life stages of an advertisement – before its birth and after its birth. An advertisement is born when it is put on air for the first time. Before that, it is in its pre - birth stage.

Put on air first Time

Before After

Birth birth

There are three major methods of advertising pretesting. The consumer feedback method asks consumers for their

reactions to a proposed ad. Portfolio tests ask consumers to view or listen to a portfolio of

advertisements, taking as much time as they need. Consumers are then asked to recall all the ads and their content, aided or unaided by the interviewer. Recall level indicates an ad’s ability to stand out and to have its message understood and remembered.

Laboratory tests use equipment to measure physiological reactions-heartbeat, blood pressure, pupil dilation, galvanic skin response, perspiration-to an ad. These tests measure attention – getting power but reveal nothing about impact on beliefs, attitudes, or intentions.

Sales - Effect Research:

Sales are influenced by many factors, such as the product’s features, price, and availability, as well as competitor’s actions. The fewer or more controllable these factors are, the easier it is to measure effect on sales. Companies are generally interested in finding out whether


they are over spending or under spending on advertising. Where as advertising agencies are generally interested in finding out and informing the advertisers about how well their creativity has worked.

A growing number of researchers are striving to measure the sales effect of advertising expenditures instead of settling for communication – effect measures.

RASNA


“For an advertisement to be effective it must be noticed, read,

comprehended, believed, and acted upon.”- Daniel Starch.

Chapter 4 : Rasna…

Rasna Enterprises Limited, manufacturers of Rasna India’s largest selling soft drink concentrate. Rasna is a brand that every Indian in the World knows of as standing tall vis-à-vis quality flavor, and enjoyment in the in-house market of soft drinks. As a market driven enterprise, Rasna has extended its range to include other products, synergetic to it’s basic activities, by introducing a variety of processed food products for the global consumer.

Today, Rasna, as a name, is synonymous with “fun and flavor” in the Indian soft drink concentrate market. Rasna today, holds the prestigious position of being the largest player (90% share) in this market, owing to its unique combination of real fruit flavor, natural taste and the enjoyment it promises its consumer. Rasna aims to cater to the taste buds of every individual and thus is available in a large variety of flavors, ranging from the international to the exotic Indian.


Rasna has, over the last 10 years, successfully spread its wings with it's Exports Division, offering the extremely successful Soft Drink Concentrates and Instant Drink Powders to the Global markets.


MARKET RESEARCH

“Think of an ad not as what you put into it, but as what the consumer takes out of it.”- Rosser Reeves, in Reality in

Advertising.

Chapter 5 : Market Research

Research Objectives:

Primary objective: The primary objective of the research is to evaluate the Rasna Shake Up advertisement in terms of its effectiveness and find out the reasons for the same. Effectiveness can be measured on two basis:

Sales Emotional grounds

Secondary objective:While studying the primary objective I also studied the overall working of an ad agency.


Project Planning

Before starting the research work, the whole project was first planned

out. For this planning I took into consideration duration of the project,

time required to do each activity, objective of the study and

importance of all the activities.

The whole project is divided into three stages:

1. Project planning (includes questionnaire preparation)

2. Data collection

3. Data analysis and report making

Total duration of the project was 8 weeks


Limitations:

a) We have to assume that all the respondents have provided

correct information.

b) The survey size is only 100 individuals. From this sample size

we have to assume the results for the whole population.

Chapter 6: Research Methodology

In planning and designing a specific research project, it is necessary to

anticipate all the steps that have to be undertaken to make the project

successful. Our research process consists of following steps:

Formulating the research objective

The first step of any research is to formulate the research objective.

The research objective is defined as “to find the effectiveness of

the Rasna Shake Up advertisement and find out the reasons

for the same.”

Sampling Design

I will be using a probability sampling method where in the concept of random selection, a controlled procedure that assures that each population element is given a known non-zero chance of selection.


Sampling Design Steps :

Relevant population out of Universe:

Our population consists of all the kids in the age group of 4-12 years. And moms in the city of Ahmedabad, out of which the relevant population will be those in SEC A, B, C.

Element of Population:

Our element of population will be an individual kid in the age group of 4-12 years and mom below the age of 45.

Sample size

The calculation of the sample size proceeds as under:-

o For 95% Confidence level, z=1.96.o Desired interval range within which the population proportion is

expected=± 0.1

o 1.96σ=90% confidence level for estimating the interval within which to expect the population proportion

From a pilot survey of 5 respondents each for kids and moms, it was found that 60% percent of the aware population purchased Rasna Shake Up.

So, p = 0.60 & q = 1-p = 0.40

So, pq = 0.24

= measure of the sample dispersion.

Standard error σp = 0.1/1.96 = 0.051

σp = √(pq/n)

Therefore, approx. sample size was taken as 100 each for kids and

moms.

n = 92


Research Design:

Degree of Research Question Crystallization:This is a formal study which starts with a hypothesis and research question and involves precise procedures and data source specifications. The goal is to test the hypothesis and answer the research questions posed.

Method of Data Collection:I have used the interrogation/communications study where the researcher questions the by personal means.

I have used two main sources of data: Primary Source: in the form of questionnaires Secondary Source: books, internet, articles from newspapers,

magazines.

82%

18%

Housewife Working


FINDINGS AND ANALYSIS

“If you have a brief that doesn’t run around in loops, your

contribution will be ten tiems more”

- Piyush Pandey

Chapter 7 : Findings and Analysis

7.1 Findings:

Kids Questionnaire Analysis

Exhibit 01 : Profession of mom

Exhibit 02 : What all milk additive brands do you recall..


This shows that, 82% of the kids surveyed had moms who

were housewives. Only 18% of the kids had working moms.

Exhibit 03 : Do you use milk additives…


This shows that out of all milk additive brands, Bournvita has the highest recall followed by Cadbury’s Delite. And Maltova and Nestle Nesquick have the least recall, while Viva has no recall.

This shows that out of the kids surveyed, 89% of the kids

used milk additives, while 11% of the kids used to drink plain

milk.

Exhibit 04 : Which milk additive do you use most often...


This shows that same as milk additive brand recall, Bournvita

tops the list of milk additive brand users.

Exhibit 05 : Have you heard of Rasna Shake UP…

Exhibit 06 : What is Rasna Shake Up…


This shows that 97% of the kids were aware of the brand

Rasna Shake Up.

Exhibit 07 : How frequently do you have milk shakes…


Comment %Milk Shake 48

Milk Additive 19

Don’t B Seedha Sada 1

Water Additive 4

Sweetened Drink 3

Juice 4

Like Cold Coffee 1

No Idea 20

Exhibit 09 : Which flavor did you like the most…


This shows that, 68% of the kids have tried Rasna Shake Up

out of the kids surveyed. Which means 69% of the aware kids

have tried it at least once.

Exhibit 08 : Have you tried Rasna Shake Up…


Chocolate and Strawberry are favorite flavors among kids.

Exhibit 10 : Have you ever prepared it yourself…

Exhibit 11 : How frequently do you have Rasna ShakeUp


This shows that 50% of the kids have prepared Rasna Shake Up milk shake by themselves. And as it is easy to prepare, this is possible for the kids of the age group of 4-12.

Exhibit 12 : Does you mom allow you to drink Rasna Shake UP whenever you ask for…

Exhibit 13 : You drink Rasna Shake Up because of…


We, can see that almost all the kids i.e. 94% of them were

allowed to drink Rasna Shake Up. Only 6% of them were not

allowed and the reasons for that were,

Not a healthy drink.

Contains added colours.

Exhibit 14 : Who informed you about Rasna Shake Up…


From this we can see that, most of the kids drink rasna shake

up because of taste. 31% of the kids drink because of energy.

We can give the credit for this attribute to the advertisement.

This shows that almost all the kids i.e. 90% of the kids were

informed by TVC.

Which itself proves the effectiveness of the commercial.

Exhibit 15 : Have you seen the Rasna Shake Up ad…

Exhibit 16: On which channel did you see this ad…


This shows that almost all the kids have seen the

advertisement. And the remaining 3% are the children of age

4.

Exhibit 17 : Total how many times have you seen this ad.

Exhibit 18 : Did you like it…

3%

97%

Yes No


Exhibit 20 : Content recall of the ad…


This shows that almost all the kids have liked the

advertisement. Only 3% of the kids have disliked it. They do

not specify the reason. They disliked the whole commercial.

Comments %Don’t B Seedha Sada 41

Change of background/surrounding/dress-up 15

Shake/dance of Kid 15

Mom 5

Song 4

Whole Ad 3

Milk Shake 2

No idea 15

Exhibit 19 : What did you like the most in the ad…

Exhibit 21: The ad was…


This shows that only 34%of the kids were able to explain the

ad fully without any interruption. And 45% of the kids

explained the ad with a bit interruption. Whereas 21% were

not able to recall the new ad.

The baseline “Don’t B Seedha Sada” is very famous in kids.

And this can be seen from the above chart.

The key message communicated through the advertisement is

“Don’t B Seedha Sada”.

Exhibit 22 : What flavors were shown in the ad…



KYA AAP RETRO KARTE HAIN…

ANALYSIS


Idea of instant milk-shake:

Benjamin Franklin, bothered by the need for two pairs of spectacles, one for distance and one for things nearby, came up with the idea for bifocals.

Successful concepts are not complicated. They are relevant and easy to understand. The best advertising ideas are frequently marketing ideas that are built into products. The first and most comforting principle – creativity doesn’t create something out of nothing. It uncovers, selects, reshuffles, combines, synthesizes already existing facts, skills and ideas. That’s what Arthur Koestler, in his landmark book The Act of Creation, calls ‘bisociation’, a fancy word for putting existing ideas together to create something ‘original’-like making an instant milk shake.

The Retro feel:

Conventional wisdom has always held that people buy products because they believe them to be nutritious, or labor saving, or good value for money. But research says humour sells as efficiently as other technique. And retro adds humor to the advertisement.It is over half a century since Kundanlal Saigal, Hindi film’s first superstar singer, passed away, but his haunting, resonant voice continues to enthrall listeners on early morning radio or, if you have been watching the telly lately, in the nasal twang urging viewers to drink milk shake.The use of the retro look and feel in advertising technique is being adopted as a mechanism to break clutter and create high recall. The retro feel is something mass audiences can relate and respond to.Aaj Tak claims that the retro ads have given the channel top of mind awareness.

Our Rasna Shake Up advertisement has a combined look of retro as well as modernization where today’s kid wants to look hep and happening and that’s what the Baseline suggests ‘ Don’t B Seedha Saada’.


Rewind Advertising (Some recent retro commercials)

Year Brand Category2000 Bakemans

Sunsilk BiscuitShampoo

2002 Aaj Tak Coke Channel

[V] Popstars

News ChannelTelevision Event

2003 Britannia (50-50)

Britannia (PremiumBake Chutney Bread)

Parachute Close-Up

(Confidence) Wiz Surf (Excel)

BiscuitBread

Hair OilDental CreamPan MasalaDetergent Powder

2004 Rasna (Shake-UP)

Nestle (Kit Kat) Coca-

Cola(Vanilla Coke)

Parachute Euro (Vitrified) The TOI Asian Paints

Milkshake mix powderChocolateCarbonated drinkHair oil Tiles National dailyExterior wall paint

Music Equity: The Power of Music

Music is a powerful medium that can bring the emotional qualities of products and services to life and help activate a Brand promise. The beat of the music can literally connect with the heartbeat of the consumer.In recent years, consumer purchase decisions have become more

weighted towards emotional attributes rather than functional benefits.

The true marketing potential of music is that without any other


stimulus, it can access a mood, emotion, and deeply move specific

demographics within a target market in just a few seconds. In addition,

the heritage of music, through the artist, genre, etc., can reflect a

culture, a time period and lifestyle without even playing a note!

Some of Ogilvy’s tips on successful advertisement that is implemented on our advertisement:

1. Brand Identification: When you advertise a new product, you have to teach people its name on television. And in our advertisement, the song and the dance teach us about the name ‘Shake Up’.

2. Show the package: Commercials that end by showing the package are more effective in changing brand preference than commercials that don’t.

3. Food in motion: In commercials for food, the more appetizing you make it look, the more you sell. It has been found that food in motion looks particularly appetizing.

4. Close – ups: Its is a good thing to use close-ups when your product is th hero of the commercial. The closer you get on the milk shake, the more you make people’s mouths water.

5. Open with the fire: You have only 30 seconds. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. Here I want to draw your attention to the retro feel they have given in the first 5 seconds.

6. When you have nothing to say, sing it: Many people use music as a background – emotional shorthand. Music is a powerful medium that can bring the emotional qualities of products and services to life and help activate a Brand promise. The beat of the music can literally connect with the heartbeat of the consumer.

7. Avoid visual banality: If you want the viewer to pay attention to your commercial, show her something she has never seen before. You should give your commercials a touch of singularity, a visual burr that will stick in the viewer’s mind. The most appreciated aspect in our ad is the change of background, clothes from black & white to colorful.


CONCLUSION

“An incomplete brief from the client leads to

a lousy communication”- Prahlad Kakkar


Chapter 8 : Conclusion

Summary and conclusions:

Most advertising is designed to connect a product or a service to a particular set of feelings—feelings like belonging, love, status, respect, or power. This approach is most common because exposure to an individual ad is so brief. A TV commercial may take up fifteen to thirty seconds of your attention, and a print ad may be seen for only one to three seconds as you flip by it in a magazine or newspaper. There is no doubt that persuasive techniques in advertising are effective. They can raise your level of awareness about a product or issue—or change your attitude altogether. They can even affect your behavior itself, by convincing you to take action or to buy a product.

Advertising is everywhere in our society. Since there are so many ads competing for our attention, advertisers know they have to make a strong impression quickly. Creators of ads focus on using simple, easily understood images and slogans to create a dominant impression.

The research or project mainly focuses on the effect of the Rasna Shake Up advertisement on its target viewers. Target viewers comprise of kids of the age group of 4-12 years who usually panic a lot when asked to drink milk. Our second target viewer comprises of their moms who puts in a lot of effort to make her child drink milk.

As far as the kid is concerned he is drinking Complan, Bournvita or now Shake Up, but as far as the mom is concerned she wants her kid to drink milk in whatever fashion and with whatever additive.

So it boils down to what kid likes and what appeals him the most. This happens usually with advertising that would appeal kids that are our main target audience.

The advertisement mainly focuses to solve these issues of the kid as well as the mom.

The advertisement is evaluated on two grounds: Sales effect


Emotional grounds.

The advertisement is successful in terms of sales of the product – Rasna Shake Up. But it is more successful in terms of emotional grounds. This is because of the baseline “Don’t B Seedha Sada”. It is very popular among kids. Today’s kids want themselves to different from the lot. Unlike earlier days, they don’t want to be called Seedha Sada. And the agency, understanding the kids mindset very well have selected this baseline and very well targeted its audience. The advertisement does not touch upon the nutritional attributes, but mainly focuses on fun filled attributes in drinking milk.

Also, during my survey I’ve come across statements from moms that clearly showed their relief from forcing their kids to drink milk because of Rasna Shake Up.


Kids Questionnaire

Personal Details:

Name:

Address:

Contact No.:

Age:

About Mom: Housewife

Working

1. What all milk additive brands do you recall?

Horlicks BoostBournvita Rasna Shake UpMilo ComplanMaltova VivaCadbury’s Delight Nestle NesquickProtinules Any other _____________

2. Do you use milk additives?a. Yesb. No

3. Which milk additive do you use most often?

____________________________________________________

4. Have you heard of Rasna Shake Up?a. Yesb. No

5. What is Rasna Shake Up?

____________________________________________________


6. How frequently do you have milk shakes?____ In a Day____ In a Week____ In a Month

7. Have you tried Rasna Shake UP?a. Yesb. No

If yes, proceed further. O’wise go to (15).

8. Which flavor did you like the most? Strawberry Chocolate Mango All None

9. Have you ever prepared it yourself?a. Yesb. No

10. How frequently do you have Rasna Shake Up?____ In a Day____ In a Week____ In a Month

11. Does your mom allow you to drink Rasna Shake Up whenever you ask for?a. Yesb. No

12. If no, why?

_____________________________________________________

13. You drink Rasna Shake Up because of Makes milk fun Taste Energy Range of flavors Color of milk Any other _________________


14. Who informed you about Rasna Shake Up? TV School Any other (please specify)_____________

Contd , from Q no 7

15. Have you seen the Rasna Shake Up ad?a. Yesb. No

16. On which channel did you see this ad?

Cartoon Network Star PlusSplash DD 1Zee Music Channel VSanskar Any other___________

17. Total how many times have you seen this ad?□ □ □ □

Less than 5 5 – 10 More than 10 Don’t remember

18. Did you like it?a. Yesb. No

19. If yes, what did you like the most in this ad?

________________________________________________________

20. Content recall of the ad

Brief Storyline Unaided Aided

Baseline Unaided Aided


What is the key message the ad is communicating

_______________________________________________________21. The ad was

□ □ □ □ □ Very good Good Ok Bad Very Bad

If no, what did you dislike in this ad?

________________________________________________

22. Could you tell me what flavors were shown in the ad.

________________________________________________

23. Have you seen the ad of Shake cum Sipper Pack?

a. Yesb. No


Moms Questionnaire

PERSONAL DETAILS:

Name:

Address:

Contact No.:

Age:

Profession:Self Husband: ____________________

Housewife

Working

Family Monthly Income:

□ □ □ □(5,000-10,000) (10,000-15,000) (15,000-20,000) (>20,000)

24. What all milk additive brands do you recall?

Horlicks BoostBournvita Rasna Shake UpMilo ComplanMaltova VivaCadbury’s Delight Nestle NesquickProtinules Any other _____________

25. Do you use milk additives for your kids?a. Yesb. No

26. Which milk additive do you use most often?

____________________________________________________


4. Have you heard of Rasna Shake Up?a. Yesb. No

5. What is Rasna Shake Up?

____________________________________________________

6. How frequently do you have milk shakes?____ In a Day____ In a Week____ In a Month

7. Have you tried Rasna Shake UP?a. Yesb. No

If yes, proceed further. Otherwise go to (12).

8. Which flavor did they like the most? Strawberry Chocolate Mango All None

9. How frequently do you give them Rasna Shake Up?____ In a Day____ In a Week____ In a Month

10. You drink Rasna Shake Up because of Taste Healthy Value for money Range of flavors Ease of preparation Any other _________________

11. Who informed you about Rasna Shake Up? TV


Children Neighbors Retailer Any other (please specify)_____________Contd , from Q no 7

12. Have you seen the Rasna Shake Up ad?a. Yesb. No

13. On which channel did you see this ad?

Cartoon Network Star PlusSplash DD 1Zee Music Channel VSanskar Any other___________

14. Total how many times have you seen this ad?□ □ □ □

Less than 5 5 – 10 More than 10 Don’t remember

15. Did you like it?a. Yesb. No

16. If yes, what did you like the most in this ad?

________________________________________________________

17. Content recall of the ad

Brief Storyline Unaided Aided

Baseline Unaided Aided

What is the key message the ad is communicating

_______________________________________________________


18. The ad was

□ □ □ □ □ Very good Good Ok Bad Very Bad

If no, what did you dislike in this ad?

________________________________________________

19. Could you tell me what flavors were shown in the ad.

________________________________________________

20. Have you seen the ad of Shake cum Sipper Pack?

a. Yesb. No


Chapter 8: Bibliography

Books & Articles

o Kotler, Philip.; Marketing Management; New Delhi: Pearson Education Pt. Ltd, 2003., pp 590.

o Cooper R.C. & Schindler P.S.; Business Research Methods; 8th Edition; Tata McGraw Hill & Co., New Delhi; pp 657-699.

o Batra & Myers; Advertising and Sales Promotion; 5th Edition; PHI, New Delhi.

o David Ogilvy; Ogilvy On Advertising; pp 110-112.

o Monle Lee & Carla Johnson; Principles of Advertising: A Global Perspective; ; pp 4-8.

o Kennetth E. Clow & Donald Baack; Integrated Advertising, Promotion & Marketing Communications; pp 363-354.

o Debashis Pati; Marketing Research; pp 379-385.

o Ruth Simmons; Music Equity; Advertising Express; August 2003.

o Brand Reporter

Websites (as on June 15, 2004)

http://www.agencyfaqs.com

http://www.mudra.com

http://www.rasnainternational.com

http://www.rasnainternational.com/

http://www.mudra.com/

http://www.agencyfaqs.com/

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