Marketing Essay

2435 words - 10 pages

Role of Advertising in Brand Building

Brand and Branding
A brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image. Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product. Advertising professionals work on branding not only to build brand recognition, but also to build good reputations and a set of standards to which the company should strive to maintain or surpass. Branding is an important part ...view middle of the document...

“Santoor: A case of mistaken identity”
* Launched as a ‘Sandal + Turmeric’ soap by Wipro in 1986
* Attractively priced and a good product offering
* Conceived as an affordable soap with the goodness of Sandal
* Till then sandal seen as a high value ingredient only available in Mysore Sandal soap
* Vicco making a success of sandal + turmeric cream
Santoor: Phase 1 promotion
* Advertised as a “sandal+turmeric soap”
* Offering “age old beauty secrets of india”
* Traditional image of women in sari, temple and sandal paste

Phase 1 Results
* Brand attracted decent volumes : 2500 tonnes
* Got a core group of ‘Value Oriented’ consumers to try and remain with the brand
* However growth stopped in year 2
* No new users coming into the brand
The challenges for Santoor were i) To retain the traditional users ii) To rapidly attract new users iii)To provide image values that will build the brand for future growth iv)Ingredient based advertising or benefits based advertising?
New Ad Campaign
Santoor on brand interrogation came up with a balanced logic where you not only attract new users but also don’t alienate old users .The answer to their challenges was” Benefit based advertising rooted in the ingredients”. Hence their tagline became “Santoor cares for your skin because it contains the goodness of sandal and turmeric”.This resulted in huge increase in sales for brand santoor.
Example 2. “Captain Cook Atta-Farmer to Home”
* Captain Cook Salt launched in mid eighties
* After a few false starts established a strong hold in the market against Tata salt with the “free flow” feature
* Captain Cook brand seen as an aggressive, combative, young brand
* Plans on to extend Captain Cook to other food products
The Kitchen Story
* Atta primarily bought as grain and milled at a local “chakki”
* Housewife uncomfortable with packed branded food products
* Suspected a loss of control over the cooking process
* Also suspected ingredients, process, additives

Atta-Problem dimensions
* Atta - critical to cooking
* Atta rarely bought in packed form
* Ingredient of atta critical to final product
* Low faith in packed food products
* Unwilling to give up control over cooking
* “Loss of control” - a fear
* “Fear of taste back lash” - another fear
New Advertising Campaign
So the advertising tasks of Captain Cook were as follows:
1) Create awareness of their new offering “packed –branded atta “ from captain cook
2) Build conviction to try the brand by addressing key consumer concerns
Captain Cook came out with the following story line
* Make the brand protagonist an expert
* A farmer’s wife
* Create disbelief in taste off atta
* Consumer’s current mindset
* Build and anchor the story around one key issue

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