david aaker’s ad exposure model - aquaguard
DESCRIPTION
Another class room presentation prepared by a group of students that looks explains the David Aaker’s Ad Exposure Model using the brand - Euroforbes AquaguardTRANSCRIPT
Brand Management AssignmentPart - II
David Aaker’s Ad Exposure Model - Aquaguard
Group MembersPratikshya Mishra - 601 Gaurav Matai - 667 Neha Patwari - 668 Tanushree Kulkarni - 671 Reema Bhagia - 690 Kanksha Raina - 712
Selected BrandEureka Forbes
Aquaguard Water Purification System
History – Eureka ForbesEstablished in 1982 as a joint venture
between the Tata Group,based in Mumbai, and Electrolux of Sweden
A Shapoorji Pallonji Company since 2002.Introduced the direct selling concept in IndiaA Rs. 17,767 million multi-product, multi-
channel organisation
In the Current MarketEureka Forbes has over eight million satisfied
customers A reach of over 450 cities and towns through 18,000
dealers Asia’s largest direct sales forceAquaguard - flagship water purifier brand
Sold through the direct sales channelAquaSure is the range of water purifiers sold through
retailers70% of Eureka Forbes’ turnover comes from the water
purifier segment – Aquaguard and AquaSureSales:
Market Share
52% market share in the Rs 3,200 crore water purifier segment, with its brand Aquaguard.
Products
30 years of Leadership across technologies
• 71% share of the organised market
Ultra violet
• 44% share of the organised market
Reverse Osmosis
• Market leader with 52% market share
Overall
David Aaker’s Ad Exposure ModelExplains the effect of advertising &marketing
communication on brand building (attitude formation & purchase behavior)
Route used by Eureka Forbes for AquaguardRoute 1 (pull strategy)
Ad exposureTVPrintInternet / digital media
Taglines:Your Friend For LifeSafe Water: Every Indian’s BirthrightPaani Ka DoctorSehat Ki Awaaz
Socially Connected
• Among India’s top 5 corporate websites
• WAP Ready
All social media communication plans executed through the official Eureka Forbes accounts
Facebook communications through official Eureka Forbes Page3 Fan generated Pages on facebook
+6 Lakh Fans
Lead management - Instant call connect in 130 cities with Eurochamps mapped by pincode .. all in 30 seconds.
Each month attracting 200,000 unique visitors resulting in over 10,000 sales & 6,000 service enquiries each month
Awareness generationAds focused on the functional benefits of
water purification
Use the classic problem-solution-happiness format that is routine to Eureka Forbes.
In 2004, it moved into the broader, quasi-philosophical sphere of the life-enriching connotations of water; the spiritual significance of pure water
The advertising for Aquaguard always revolved around an affable Eureka Forbes salesman's knock on a prospective customer's door; so much so that the Eureka Forbes salesman and the problem-solution format virtually became intrinsic to Aquaguard advertising.
Attributes & BenefitsTechnologically advanced (RO, UV technology
with “Robocleanz”)“healthiest water on earth”13 product variants ranging from Rs 1,899 to
27,990SMP = Sweetness + Minerals + PurityE-boiling+, UV+, RO+
Table top facility: can be kept anywhereBottle holding tray: glass can be filled
directlyHigh performance, durable, environment-
friendlyEasily availableFree installation, demonstrationGood after-sales customer serviceProof of purity, guarantee/warranty on
product
Brand Image / PersonalitySincereCaringSuccessfulModernReliable CompetentHelpfulEnvironment
Conscious
FeelingsRational: Health-conscious; concerned about
hygiene and safety
Emotional: Motherly; caring, loving, and protective
Positioning: Rational (functional benefits) + Emotional (exploitation of mother-child relationship sentiment)
Peers, Experts & Group Norms
Peers, Experts & Group NormsPeers:
Trusted by over 10 million mothersExperts:
Endorsed by Indian Medical Association - guarantee of 1,78,000 doctors
Certified by 105 labs across the globe30-day money back guaranteeCelebrity endorsement:
Initially, used Smriti Irani of Kyunki Saas Bhi Kabhi Bahu Thi fame for Aquasure – wise, trusted family advisor
Affected the Aquaguard brand also
Awards and Recognitions –1. Reader's Digest Trusted Brand 20122. Limca : Book of Records - National Record 20123. Brand Watch Bengal - Bengal's Best 20114. Business Superbrand 20115. Business Superbrand 20116. Computer Society of India award 20117. Internet Digital Media Awards - Best use of Technology8. Express Computer Technology Senate Awards9. Business Continuity Institute – Special Recognition Award11. UNESCO Water Digest Award12. Received three 'Distinguished' recognitions – Distinguished Water R&D and Technological Breakthrough for Aquaguard Total SensaDistinguished Best Domestic UV Water Purifier for Aquaguard Total Infiniti Distinguished Upcoming Water Company for Forbes Water. 12. Super Brand - Aquaguard 2009-10
Brand attitudeVery good Customer Relationship
Management
Therefore, development of favorable attitude
Preference for the brand and first in the market advantage means Aquaguard is somewhat synonymous with water purifier
Purchase behaviorHigh brand loyaltyLifelong usage – Your Friend For Life