Project Report on Media Planning Final Edited 43 Pages

7/29/2019 Project Report on Media Planning Final Edited 43 Pages

1/42

Case Study: Media Planning

ADESH .P. SHARMA

DPGD/JL10/1086

SPECIALIZATION: MARKETING

WELINGKAR INSTITUTE OF MANAGEMANT

DEVELOPMENT and RESEARCHYear of Submission: June 2012

1


2/42

ACKNOWLEDGMENT

I would appreciate the positive attitude shown by all respondents, without which this project

would have not come to the conclusion.

I would also like to thank my family who could contribute their knowledge and support in

ensuring the completion of this project work.

(Adesh P. Sharma)

Place: Mumbai

Date: 25th June 201

2


3/42

A PROJECT ON MEDIA PLANNINGOF ASIAN PAINTS

Table of Contents

Sr. No. Topic Page No.

3


4/42

1 INTRODUCTION TO MEDIA

PLANNING.

6-19

2 ASIAN PAINTS. 20

3 MADISON MEDIA. 214 OGILVY & MATHER. 225 BRANDING JOURNEY OF ASIAN

PAINTS.

19-26

6 AD CAMPAIGNS OF ASIAN

PAINTS.

27-35

7 EXAMPLE OF MEDIA PLANNING. 36-418 THE ASIAN PAINTS ADVERTISING

STRATEGY.

42

9 CONLUSION. 43

INTRODUCTION TO MEDIA PLANNING

At some point in the marketing process, the work has to change from research andstrategizing to actually going out and promoting a product or service to potential customers.

4


5/42

One of the most potent tools to reach consumers is a media advertising campaign. When

well-conceived, a media campaign enables marketers to reach thousands of consumers

simultaneously with a uniform, focused message.

The key concept, however, is "well-conceived." Media advertising is a sophisticated tool.

Especially today with the ever-growing assortment of specialty cable television channels and the

variety of new media options available, marketers have to target their advertising dollars

carefully to reach the right audience at the right time.

Such calculations are the job of the media planner. Media planners are often part of a full-

service advertising agency, but they also work in specialty firms. In either case, the media

planner works closely with the marketing and advertising team to devise a media strategy.

Media planning is a science of tracking and placing advertisements in various media. It is

also the process of choosing the vehicle of mass communication in which to place an advertiser's

message, purchasing that time or space, and insuring that the advertising message runs as

purchased.

It is a series of decisions made to answer the question, "What are the best means of

delivering advertisements to prospective purchasers of a brand or service?" Media planners make

use of sophisticated tools and methods to find out the best media-mix for the products and

services.

Television, for instance, as a medium, poses a great challenge to the media planners.

While it is relatively easy to understand the print medium where visibility is clearly defined, the

same cannot be said about television. Like the front pages of newspapers, there is also prime time

in television programmes.

It is generally believed that programs during the prime time are most watched:

hence there is a strong case to place advertisements during the same. Intelligent media planners

will tell a different story altogether. The number of advertisements during the prime time is very

5


6/42

high; thus the fresh bath soap can get lost in the maze. The apt solution is to place the

advertisements in the afternoon slot when the ladies are relatively less occupied with the

domestic chores and without even their noticing it, there would be a subliminal effect on their

memory.

The three most important terms in media planning are:

a) Geographical Reach.

b) Product Category.

c) Target Audience.

These three together or independently give a crystal clear picture to the media

planners to plan out their strategies. When planning a media schedule, the media planner

takes into consideration the demographic profile of the target customer and identifies media

best suited to delivering a relevant message to that audience. Feasible vehicles (those which

meet basic qualitative criteria such as appropriateness to the target market, creative fit,

budget, etc.) may be compared for value and efficiency using the methods described herein.

WHAT IS MEDIA PLANNING?

Media Planning is the process of selecting time and space in various media for advertising in

order to accomplish marketing objectives.

6


7/42

Or to keep it short: It is the process of establishing the exact media vehicles to be used for

advertising.

We have a number of media choices to put our messages across newspapers, magazines, TV,

radio, outdoor hoardings etc. We therefore must have a systematic method to decide

(i) Which media to use;

(ii) Which specific media vehicle to use;

(iii) How to use the media;

(iv) When to use the media;

(v) Where to use them;

So that our messages are put across efficiently and effectively. Media planning refers to an

analytical method for taking media decisions, and describes the process of taking the message

across to the target audience at the time and place, and using the right media vehicle.

Media planning answers the questions such as : -

(i) What is our target audience and how to reach it?

(ii) How many times should we reach it?

7


8/42

(iii) When should we reach it?

(iv) Where should we reach it?

(v) At what cost should we reach it?

As we know by now, media planners work in close cooperation with the creative people. The

creative execution often decides the direction of media planning. Media plan is derived from

advertising plan. It sets the media objectives. The objectives are realized through media

strategies. We have to select media vehicles and a media schedule.

The following diagram illustrates the concept of media planning:

Marketing Plan

Situation

Marketing Objectives

Marketing Strategy

Action Plan

Advertising Plan

Promotional Strategy

Advertising Objectives

Advertising Strategy

Creative Execution Budget

MEDIA OBJECTIVES

Setting media objectives is the first step in media planning. Media objectives are in harmony

with the advertising and marketing plans.

8

Media Plan Media

Objectives Media Strategy

Media Vehicles Media

Schedule


9/42

TARGET AUDIENCE: HOW TO REACH:

Which is the audience for our product? This happens to be the most important consideration

in media decision. We first examine our market plan and advertising plans and then will

come to know about the audience of our product. Detail study in terms of demographic,

economic and psychographic terms of our audience can be made. We can target our product

to a segment of the market. Then we have to select the media vehicle which reaches this

segment.

MESSAGE DISTRIBUTION:

The number of messages and the frequency of their appearance matter a lot. We have to

decide whether a single message is sufficient or there should be several repetitions of the

same. These lead us to the concept of reach and frequency, which need to be balanced.

REACH:

Reach indicates a percentage of target audience who is exposed at least once in a given

period to a particular media vehicle, and though measures exposure, but does not actually

measure those who have noticed particular ads.

FREQUENCY:

It indicates the number of times people in the target audience are exposed to a media vehicle

during a given period of time. The more the exposure the better the impact. While

introducing a new product we need more frequency.

MESSAGE WEIGHT:

The sum of the reach number of specific media vehicle in a given media plan gives the

message weight. Message weight is expressed in terms of gross impression or gross rating

points (GRP). Gross impressions are a summation of exposures of the target audience to

media vehicle in a media plan. There should be an attempt in the media objectives to balance

the reach and frequency. To face the heavy competitive campaign, we should have greater

frequency to ensure the repetition of the message.

9


10/42

MEDIA STRATEGY: -

Media strategy is the way we seek to realize our media objectives. When formulated correctly, it

enables an advertiser to rise above the clutter of ads, and stand out in the competition. Media

strategy expects the media planners to be creative in using the media. The use of the media

should complement and supplement each other. The ad should be consistent with the editorial

10


11/42

environment of the media. The ad should provoke the readers to look at it more than once. Media

strategy has to cover decisions taken in the areas of

(i) Geographic selectivity

(ii) Scheduling of the ad

(iii) Media selection

(iv) Cost efficiency of the selected media.

GEOGRAPHIC SELECTIVITY:

Our media strategy is based upon our market coverage. We have to see how strong a product is

in a particular geographical region and advertise more in high potential areas. Marketers may

measure the sales strength in particular market by making use of two ratios:

(i) The brand development index

(ii) The category development index

BRAND DEVELOPMENT INDEX

The brand development index (BDI) measures the sales strength of a brand in a particular area of

India.

BDI = Percentage of brands total sales in the market/ Percentage of total Indian

population in the market x 100

CATEGORY DEVELOPMENT INDEX

It measures the sales potential of product category. Thus it takes into account the potential of all

competitors selling the same category.

CDI = Percentage of product categorys total all India sales/ Percentage of total Indian

population in the market x 100

11


12/42

MEDIA SCHEDULING:

Media scheduling decisions are about the timing, continuity and size of the ads.

TIMING

Advertising message can be timed in four ways depending upon our objectives. (i) to time the

message in such a way that the customers are most interested in buying that type of a product. (ii)

to time the message in such a way that it stimulates demand in the lean period.(iii) to time in a

way that it by passes competitive campaigns (iv) to time in such a way that the message is carried

by the media when the audience is receptive.

CONTINUITY

When an ad is run in the media for a long period without any gap, were using continuity

scheduling. Alternate to continuity is fighting where advertising runs for some period and then

there is a gap, and again it runs for some period. The messages can be schedule to correspond to

peak purchasing periods or at a time when the audience is most receptive.

SIZE AND PLACEMENT

The decision about the size of the ad and its placement are also important in scheduling. There

are several size options in print media right from a small portion of the page to a full page to

several pages. In electronic media, we have options to select commercials for various lengths of

time, 10-seconds, 30 -seconds, 60- seconds. Placement of the ads in the medium also affects the

impact of the ad. Covers are the preferred medium for their impact in magazines. The placement

near important editorial matter is also preferred. Media charge slightly higher if we specify a

particular position and so we must do a proper cost-benefit analysis.

SELECTING THE MEDIA:

An advertiser can choose a single medium or a mix of media to take its message to the target

audience. Marketers segment a market, and a suitable media can be chosen to match a specific

segment. In a media mix, one medium can be used to promote a product and the other as

reminder, thus re-enforcing each other. Each media has a particular readership or viewer ship.

12


13/42

We have to match the target audience of our product to the demographic characteristics of the

reader/ viewers of the media as far as possible.

COST EFFICIENCY:

The cost of advertising in various media must be analyzed properly. We have to compare the cost

of different media. It helps us to select the best media to optimize our objectives.

WHY MEDIA PLANNING?

Without media planning, advertisers would not know where to sell their products as well as what

the most effective media for their product.

Media Planning helps identify the best advertising space, target market and media for your

clients product!

13


14/42

WHO ARE MEDIA PLANNERS?

Media Planner is a job title in an advertising agency responsible for selecting media for

advertisement placement on behalf of their clients.

The main aim of a Media Planner is to assist their client in achieving business objectives through

their advertising budgets by recommending the best possible use of various media platforms

available to advertisers.

Their roles may include analyzing target audiences, keeping abreast of media developments,

reading market trends and understanding motivations of consumers.

ROLES OF THE MEDIA PLANNER:Traditionally, the role of the media planner was quite close to that of a media buyer, the obvious

difference being that the planner would devise a plan for advertising and the buyer would

negotiate with the media owner on things such as rates, copy deadlines, placement etc.

The role of the modern media planner is more wide reaching however.

Today many agencies are actually avoiding the job title of 'media planner' in favour of titles such

as communications planner, brand planner or strategist.

According to Arens (1999), the society today is over communicated: - Advertising media

planners need the analytical competence of top financial officers and the creativity of senior art

directors and copywriters.

Due to the technologies advancements and audience fragmentation, media planners in ad

agencies have different roles today.

As important as marketing and creative planning, Planning is becoming very complex

Must know how to plan the formula

Not only must they know the media, but also marketing research, advertising, creative, planning,

and of course the computer!

14


15/42

Make decision to buy media, and also to defend, prove, and justify the reasons for buying.

Internet contributes to this change as well.

MEDIA PLAN

In order to choose the right media, it is important to put together a media plan for the advertising

campaign.

A media plan is a custom tailored-designed expressly to meet the needs of an advertiser at a

given time for specific marketing purposes.

These are the questions the clients (companies, organizations, institutions) will be asking

the media planners:1. Who are the competitors in the market?

2. Who are the audience you are targeting?

3. What media are you going to use and why?

4. How many of the target audience will be exposed?

5. How often?

Media planning today is all about:

Marketing

Research

Advertising

Consumer Behavior

Creativity & Sensitivity

Overview:

The media planner usually prepares the media plan, which is approved by the advertiser, then

made the purchasing through various media vehicle.

Media planning today is very much different from the traditional ones.

According to some sources. The traditional media planning produces lesser sales. Why?

The markets and culture are changing

15


16/42

Increasing media options

Increasing fragmentation of the audience

Increasing costs

Increasing competitionNow! Consumers not only want to know about the new brands but also established brands.

Segmented market Technology enabled ads to deliver to appeal smaller groups. Personal Video

Recorder (PVR) / VCR are a threat to TV advertising. (Internet DOWNLOADS!!)

More on Media:

Traditional Mass Media

Newspaper, Magazine, Radio, TV

Large audiences, low costs

Certain programs audience

Disadvantages:

DO not use a medium because of the content of the advertising

Different media have different abilities in exposing the ad material.

Nontraditional Media

Alternate ways of reaching the customers, out of the competition

Sales promotion, internet advertising, TV screens in airports, walls in public toilets, floor

in supermarkets, banners, video tapes, aerial banners, parking meters, electronic

billboards, grocery receipts, etc.

Disadvantages

Cost per thousand very low Not many can be reached Image problem

Specialized Media

Magazines, publications, catalogs are for investment, golf, sports car, and trade.

This is the so called niche marketing, which is targeting at business and professionals.

MEDIA PLANNING PROCEDURE:

16


17/42

Media planning is a component of the Marketing strategy of the organization. Therefore,

marketing considerations must go before Media Planning.

Media planning on the whole answers a lot of questions like "How many prospects do I need to

Reach? "In which medium should I place the Ads? etc.

Principles for selecting Media Vehicles:

Select a media vehicle that can reach prospects

With an optimum amount of frequency (repetition)

At the lowest CPM (cost per thousand)

With a minimum of waste

Within a specified budget

WHAT IS CPM?

CPM is an acronym for Cost Per Thousand -- the "M" in CPM derives from the Latin "mille" for

"thousand." CPM is commonly used in marketing as a benchmark to calculate the relative cost of

an advertising campaign or an ad message. Rather than an absolute cost, CPM estimates the cost

per 1000 views of the ad. It is calculated by: Total budget / (Impressions/1000) = CPM

Example of CPM on the NET:

CPM is used by Internet marketers to price ad banners. Sites that sell advertising will guarantee

an advertiser a certain number of impressions (number of times an ad banner is downloaded and

presumably seen by visitors.), then set a rate based on that guarantee times the CPM rate.

A Web site that has a CPM rate of $25 and guarantees advertisers 600,000 impressions will

charge $15,000 ($25 x 600) for those advertisers' ad banner.

Problems in Media Planning: Insufficient media data

Time pressures

External influences pressure to produce creative media plans

Institutional influences on media decisions Lack of objectivity

17


18/42

Measuring advertising effectiveness

MEDIA BUYER:

An individual working directly for an advertiser, or for an advertising agency, charged with the

responsibility of purchasing advertising space.

An interactive media buyer makes online ad space purchases, sometimes through an ad network

MEDIA BROKER:

Media Broker an individual or organization that represents and is authorized to sell the

advertising space of one or more publishers. Advertising networks can act as brokers for online

publishers

ASIAN PAINTS

Asian Paints, established in 1942, is India's largest paint company and the third largest

paint company in Asia. It has a turnover of Rs 30.2 billion (around USD 680 million). The

18


19/42

company operates in 21 countries and has 29 paint manufacturing factories servicing 65

countries. The company operates several subsidiaries such as Berger International Limited, Apco

Coatings, SCIB Paints and Taubmans. The company manufactures paints for decorative,

industrial, and motor applications. Asian Paints produces a wide range of paints for decorative

and industrial use. It also manufactures intermediate products like Phthalic Anhydride and

Pentaerythritol.

Asian Paints produces a wide range of paints for decorative and industrial use. It also

manufactures intermediate products like Phthalic Anhydride and Pentaerythritol. Asian Paints

has two alliances in the area of industrial coatings. It services the automotive coatings segment

through its alliance with PPG Industries USA. The alliance with Protech Chemicals, Canada,

helps in catering to the powder coatings market. Brands of Asian Paints are as follows:

Asian Paints.

Berger International.

SCIB Paints &

Apco Coatings.

MADISON MEDIA

19


20/42

Madison World is a diversified Communication Group in India, which offers both

integrated and specialized services in different areas of communication, through its various units.

Madison Media is a part of Madison World which also has specialist units in Creative, Outdoor,

PR, Rural, Retail and Entertainment.

The media planning and buying functions for the Asian Paints account has moved to

Madison Media. The account, estimated to be worth Rs 35-40 crore, was previously with Carat.

WPP's Mindshare and Madison Media were invited to pitch for the account and Madison was

awarded the account on the strength of its presentation, said Ms Punitha Arumugam, COO,

Madison Media.

Madison World can be called India's largest homegrown communication group

because all other agencies in the country's top 25 are either internationally owned or have an

international affiliation. The gross billing of Madison World is Rs.13 billion. With offices in

Mumbai, Delhi, Bangalore, Chennai, Kolkata, Hyderabad and Kochi, Madison World employs

over 500 communication professionals across units.

Madison World deals with the bluest of blue chip client. Some of the clients across the units

include:

Airtel.

Britannia.

Cadbury.

Caf Coffee Day.

Procter & Gamble.

General Motors.

Marico. Tata Tea.

OGILVY & MATHER

20


21/42

The Asian Paints creative portfolio is handled largely by Ogilvy & Mather Advertising.

Founded in 1928, O & M were the first advertising agency in India. 76 years hence, the company

continues to relentlessly pursue their passion for building and nurturing, enduring brands.

Over the years the company has helped create some of India's most successful brands like

Asian Paints, Cadbury, Fevicol among them and in recent times - Perfetti, Hutch, Close Up and

many more.

A power brand in itself, Ogilvy & Mather is acknowledged as the leading communications

agency in the country today.

The defining quality is the firm belief in the value of brands and the important role they

play in consumers' lives. The business of building brands is conducted through a proprietary way

of thinking and working; what the company calls 360 Degree Brand Stewardship.

The business of the company is building strong and enduring brands. The company sees

them as the key factor to any company's success in the marketplace. They believe in the power of

brands and consider them to be the biggest asset a company can have.

They believe that the company is of greatest value to those clients who share this understanding

and O&M passion for brands. This is the reason why the company has enjoyed long-term

partnerships with India's greatest brands.

The most admired agency in India Brand Equity IMRB international survey in 2003

2004.

BRANDING JOURNEY OF ASIAN PAINTS

21


22/42

Asian Paints is the market leader in the highly fragmented and highly competitive Rs

7750 crore Indian paint Industry. The organized sector constitutes around Rs 5400 crore. Asian

Paints started its journey in 1942 with four young men in a garage in Bombay. The name AsianPaints was picked randomly from the telephone directory. The brand has traveled from that

garage to become a Rs 1000 crore brand. From 1968, this brand occupies a premium position in

the Indian Paint industry.

The story of the evolution of Asian Paints as a brand is interesting. The brand now has

an iconic status in the industry thanks to some blockbuster big ideas from O&M. The brand once

positioned as a mass market brand has evolved itself to a higher plane.

Indian paint industry can be broadly divided into two segments :

a) Decorative segment which constitutes the wall paints: exterior and interior, wood paints

etc

b) Industrial segment which consists of automotive paints, and paints for industrial sector.

Decorative segment constitutes around 75 % of the total paint industry and Asian Paints

is the market leader with around 44% share. In the Industrial segment, Nerolac is the market

leader.

In the decorative segment, it is interesting to see how Asian Paints have changed the

buying process of the product like paints. Paints are usually considered to be a low involvement

product. In earlier times, the decision of the brand was taken by the builder/contractor and the

home an owner does not involve much in the process may be the decision of color rest with the

house owners.

Asian Paints realized the need for brand building even during sixties. But at that point of

time, the company had a wide range of brands/sub brands. The focus of the company was on

product innovation and service network and managing quality proposition. The brand focused on

22


23/42

mass and rural market. Asian Paints had a mascot called Gattu who was created by the celebrated

cartoonist R K Laskhman.

These efforts made the brand a leader during the late sixties. Then the company

realized that although volume justified the leadership position, share of mind for the brand was

very low. That was the result of the mass segmentation adopted by the brand. Rightly so because

the industry was driven by channel driven promotions, building a brand at that time was"

uncommon sense". During 1983, the company tried to reposition the brand as a premium brand.

Asian Paints initiated the corporate campaign aimed to position the company as the number one

player in the industry. The objective was to upgrade to a more margin premium product

marketer.

The corporate campaign Spectrum of Excellence" was aimed to increase the Salience

of the brand in a quiet market.

But this campaign failed to inspire any interest in the consumers and the company felt that the

market is moving towards a commodity market where price is the most important differential.

Asian Paints undertook a consumer research aimed at understanding the perception ofconsumers about the product category. The research revealed lot of interesting insights.

Consumers felt that paints could change the mood of the space and it was a sign of festival and

plenitude. It could make a gloomy place bright and pleasant. From this insight came the

campaign of Asian Paints associating itself with festivals. Research also confirmed that

customers tend to repaint their houses on the occasion of festivities. Thus, born the campaign

23


24/42

"Celebrate with Asian Paints". The campaigns were carefully crafted and there were different

campaign for different regions. These campaigns effectively enhanced the brand equity of Asian

Paints and established itself as a premium brand. More than that, these campaigns ensured an

emotional connects with a brand in a low involvement category. The brand also phased out many

sub brands and rest of the sub brands was brought under Asian Paint's umbrella brand.

During the late nineties the brand had to be reinvented because no longer festivities

formed an important part in ones life. Since many brands went after festival seasons, the

positioning platform has become cluttered. More over the consumer buying behavior has

changed. The category was becoming less seasonal. People started associating more importance

to home decor and interiors. The choice of color became a high involvement decision. From a

low involvement category, paint was increasingly becoming a high involvement category.

The brand also went in a brand overhaul. The logo was changed to a contemporary

up market one designed by Enterprise IG based in Singapore. The logo/design was to convey self

expression, sophistication and Technology.

Thus the birth of a wonderful positioning strategy was created by O&M. The insight

was that the brand is about people and homes and homes reflect the people living in it. Hence

Har Ghar Kuch Kehta Hai" translated to Every Home has a story to tell". This campaign is a

perfect example of a brand laddering up and connecting to a higher level in the mind of the

customer. The campaigns reinforced the brand as a premium emotional brand.

Along with the campaign Asian Paints also ran parallel ads for its subbrands. Saif Ali Khan

endorsed the premium brand Royale. For Apex Ultima, the campaign was highly localized and

was different in different market.

Taking a cue from the success of Ghar campaign, the brand took ownership of the

COLOR. The insight is that each color has a story to tell. The latest campaign reflects on the

color and uses the campaign Har Rang Kuch Kehta hai" translated to "Every color has a story

to tell". The brand is so serious about the color that it has tied up with IIT to explore new colors

and conduct research on colors.

24


25/42

Asian Paints is a classic branding story and the brand is still exploring and growing

AD CAMPAIGNS OF ASIAN PAINTS

25


26/42

(1)ASIAN PAINTS APCOLITE.

The brand here is Asian paints Apcolite. The following ads were placed indifferent regions in India, depending on the popularity of the particular festival. The target

audience here is that certain class of people, Hindus mostly who paint their houses every year

during festive occasions.

The ads relate to three festivals that is Holi, Diwali and Uttarayan. These are the ads

with which any Indian can easily relate with as these use those festivals which are the most

celebrated and awaited for. For example, though Uttarayan or kite flying festival is observed in

most parts of India but is predominant in the West (Gujarat & Maharashtra). Here, during the kite

flying festival the 'phirki' is rested on an open can, with 'U' shaped grooves ut in at either end. So

that the 'phirki' is free to move. This is done for the ease of flying kites single-handedly. The ad

which has a 'phirki' a top the Asian paints container is imagery which people of that region would

easily identify with.

26


27/42

27
http://adsoftheworld.com/files/asianpaints.3.jpg


28/42

28


29/42

29


30/42

(2) Asian Paints Royale

Here the brand is Asian Paints Royale. The following ads show that the paint does

not whither off with time that is it means from 1902 to 2006 the paint has not been discolored it

is in the same way as it was when it was first applied.

30


31/42

31
http://adsoftheworld.com/files/a_1.jpg


32/42

32
http://adsoftheworld.com/files/b_1.jpg


33/42

33
http://adsoftheworld.com/files/c_1.jpg


34/42

(3) Emotional connection with customers.

Asian Paints, Indias number one player in the paint industry, wanted to stimulate a

deeper emotional connection for customers with different paint colors. Using mobile interactivity

as an integral part of the creative for the nationwide television campaign helped achieve this.

Objective:

1. Building of the Asian Paints brands

2. Position paint and colour as an integral part of the consumers life3. Give consumers a convenient and instant medium to interact with the brand

Solution:

A SMS based contest element was added to the television campaign creative. Consumers

were asked the question What is the color of love? they were then asked to SMS Red, Blue or

yellow to the short code 3636 to participate in the contest.

Results

Over an 8 week period the campaign generated over 9000 SMS responses.

34


35/42

EXAMPLE OF MEDIA PLANNING

Client Brief

Client:Asian Paints

Product:

Asian Paints Color World is the brand name for the one-stop colour shop of Asian Paints, which

are unique paint shops where shades are generated with the help of a computer with software to

choose and select 1,511 shade combinations, designed to reach consumers in a direct `dil se'

style.

Advertising Objective:

Position Asian Paints Color World as the one stop paint shop with all the colors one could

want. The advertising should create enough interest in potential consumers to ensure that theycome to the Asian Paints Color World outlet or at least call the Asian Paints helpline.

Demographics

Region: India, urban population.

Occupation: Service/working professional/self-employed.

Gender: Male.

Religion: Insignificant.Social class: Upper Middle and upwards.

SEC: B and upwards.

Family life cycle: Middle aged.

35


36/42

BehavioralOccasions: When looking to paint the interiors of his house. (Usually there is an

upsurge with new construction and during festive seasons like Diwali and Holi).

User status:First time user.Loyalty status:Not defined.Readiness Stage:Relatively informed.

Attitude toward product:Low-involvement.

Attitude toward brand: Trusting has high-recall value.

Key Consumer Benefits

Proposition:

The outlet allows the consumer to get just the right shade.

Support:

Asian Paints has the largest range of colors in the market (e.g. Over 127 shades of green, 206

shades of blue, 118 shades of yellow and many others) and the outlet allows the consumer to

choose any among a vast range of colors with the help of a computer.

Tone and Manner:

The tone of the advertising should be educative yet appealing. It should touch a chord in the

readers heart so that he identifies with the communication and sees it as speaking directly to

him.

Other Considerations:

Use the colors, logo and symbol of Asian Paints and Color World, which are a

pneumonic essential to all brand communication.

Keep in mind that the advertisement should be in line with the overall communication

strategy of the brand and primarily should support the proposition advertised in the

36


37/42

current television commercials mera wala cream, mera wala pink and kathakalli

dancer (TVCs will be sent for your perusal).

During primary research we noticed that persons during the phase of getting their house

painted look for just the right shade and are prone to collecting samples to visually show

their painter exactly what they had in mind and cannot always express verbally. If this

insight is useful, you may incorporate it in your advertising.

37


38/42

What I would have done with the brief

38


39/42

Headline: rang badal de

Body copy:

For all the color nature has to offer contact your nearest color world at 1600-11-5678.

AGENCY: O&M

Comparative Evaluation of the Advertisements

Target Audience:

The primary target audience for all of the brands marketing and communication activities has

been the adult male who is the primary decision maker on the brand of paint used. However, the

female members of the house play a very significant role in the selection of shades, a fact they

have leveraged through a series of ads over the last decade aimed at the female shopper. By not

showing any particular individual in the image, the advertisement aims to cut across and appeal

to the various niches of the target consumer.

Bodycopy:

The non-use of caps in the headline as in the original ad is in line with the Asian paints

logo, which is in a similar font. This style has been incorporated in the color world logo

designed in this ad as well. This design is also meant to allow better readability because

of the structure of the colors used.

The use of the toll-free number is very strategic and part of the overall corporate image.

The company, which currently has a turnover of Rs1,300 crore, set up Indias first paint

helpline (1600-11-5678) in April 2000 in 20 major cities, which gained a considerable

39


40/42

foothold in SEC A/B homes, for whom painting the house was not just slapping

whitewash on the walls. The helpline answered questions on shades, subtle colors, prices,

combinations, maintenance, home dcor, moods etc. information that a consumer would

have to do harrowing research to get.

Thus, for the customer the best advice was just a call away. For Asian Paints, a sale was

also just a phone call away. In the case of Asian Paints they already had a loyal customer base.

For them, the toll-free number was an add-on to formidable brand equity. The toll free number is

used instead of the given number in the body copy.

Pneumonic:

The companys mascot Gattu (designed by R.K. Laxman in 1954), an impish boy with

the paint tin and brush, is most popular and easily recognized, one of the epitomes of the

ideal mascot.

However, in line with the new branding strategy, the brand has gotten a facelift, with new

packaging, a contemporary logo and corporate colors. Hence, Gattu has been dropped

from the communication except as an inch-high mnemonic on the back and lids of the

paint tins.

The new look (Asian Paints is the logo, in yellow and red, with the vertical of the p

converted into a brushstroke), gives all the companys products a uniform look which is

very much more contemporary, urban and upmarket. This has been incorporated in the

advertisement.

Layout and Copy:

The advertisement has more space allocated to the image, also cutting out the sub-headline and

reducing body copy. This has been done in a manner to make the image more appealing and givea potential to catch the readers eye without reducing relevant matter from the body copy.

40


41/42

THE ASIAN PAINTS ADVERTISING STRATEGY

As can be seen from the Creative Brief, the ad is strategic in nature, being a part

of the Asian Paints campaign promoting Asian Paints as the brand with the largest range of

colors and one that will satisfy the consumer and is able to give him precisely what he wants.

The advertising through the campaign is single-minded and focused in its proposition,

communication and target audience. The campaign included TVCs and other print

advertisements as part of the same communication.

At the time, Asian Paints had 13 brands with over 1,100 shades, targeting different

niches. They were beginning to realize that though some brands like Apex emulsions, Royale

interior emulsion, Apcolite and Touch Wood had high recall; none except Tractor distemper was

almost generic. Therefore, they decided to promote the corporate image and the various brands

under their umbrella brand Asian Paints through their communication, pushing the generic

Asian Paints brand instead of pumping in investment on individual brands. This leveraged on the

advantage that Asian Paints was the one company in this low-involvement segment where people

actually asked for the paint by brand, breaking away from the earlier tradition where consumers

were not known to be very brand-conscious in this low-involvement segment and, more often

than not, relied on what the painter bought for them within the budget allocated, being more

specific about the color than its source.

41


42/42

CONLUSION

Asian Paints is a great example of how a brand operating in a low involvement

category like paints carved a strong place in the hearts of consumers. Advertising reflected

different cultures to connect with consumers in their own language. In the South it was Pongal

while Diwali in the North.

The success of Asian paints is primarily attributed to the marketing acumen. The

company has made excellent use of electronic and print media, besides publishing informative

brochures for all its products. The companys mascot Gattu created to give an ethnic touch

has almost become synonymous with generic product.

Project Report on Media Planning Final Edited 43 Pages

Documents

Transcript of Project Report on Media Planning Final Edited 43 Pages