group 6 advertising report

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Indo German Training Centre Page 1 A Project on Advertising Failures Prepared By Chirag Janyani (10) Samvit Khadilkar (37) Swapnil Pathak (44) Tanmay Dighe (48) Venkatraman Iyer (50)

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Page 1: Group 6 Advertising Report

Indo German Training Centre Page 1

A Project on

Advertising Failures

Prepared By

Chirag Janyani (10)

Samvit Khadilkar (37)

Swapnil Pathak (44)

Tanmay Dighe (48)

Venkatraman Iyer (50)

Page 2: Group 6 Advertising Report

Indo German Training Centre Page 2

Index

SR No. Particulars Page No

1 Objectives 4

2 Product 1 : Mayur Suiting 5-12

3 Product 2 : Kinetic Blaze 13-23

4 Product 3 : Pepsi Max 24-32

5 Conclusion 33

6 Bibliography 34

Page 3: Group 6 Advertising Report

Indo German Training Centre Page 3

Executive Summary

In the entire project work we studied the 3 brands and their advertisements. The basic objective

of the project was to identify and study the advertisement campaign and its failure.

We took 2 domestic brands and an international brand.

1) Mayur Suiting- We analyzed 2 important factors of failure in their advertisement-

a) Wrong selection of celebrity

b) Lack of content

2) Kinetic Blaze- This advertisement couldn‟t work out because of its wrong positioning.

Insipte of having additional features Blaze couldn‟t survive in the market because of its

advertisement failure.

3) Pepsi Max- It is the international brand which we have chosen. They advertised their

product in different countries. But perception of this advertisement differed from country

to country because of various social issues. This campaign failed in some countries.

By analyzing all these campaigns we gave some recommendations which they could have

implemented in their advertisement campaigns. We also conducted a survey wherein we got

the responses about the advertisement campaigns stated above. It gave us a different

perspective to analyze these campaigns.

Page 4: Group 6 Advertising Report

Indo German Training Centre Page 4

Objectives

To study two domestic (Mayur Suiting & Kinetic Blaze) and an international (Pepsi Max)

products‟ advertisement.

To analyze the impact of the advertisement.

To find out the reasons of failure of the advertisement.

To study the “7 Box Model” of advertising.

To conduct a survey to obtain respondents‟ opinion on the advertisement.

To suggest recommendations for implementation in the advertisement.

Page 5: Group 6 Advertising Report

Indo German Training Centre Page 5

Mayur Suiting’s

Page 6: Group 6 Advertising Report

Indo German Training Centre Page 6

Company Profile

Mayur Suiting‟s, the innovative and value for money brand, is a part of RSWM Limited, the

flagship company of Rs 4,739 crore LNJ Bhilwara Group.

For almost 30 years, Mayur has been constantly delivering high quality fabric to the markets in

India as well as other countries in the world. Constant modernization and introduction of state-

of-the art technology has enabled it to be a competitive brand in the suiting & shirting industry.

The comprehensive product-mix includes fabric ranges for classic formal wear as well as semi

formal wear. This includes unique blends of Polyester Viscose. All this is available in different

yarn counts and shades.

Mayur produces in excess of 12 Million Meter / Annum. Mayur has been the recipient of the

extremely prestigious SRTEPC award for many consecutive years.

Mayur has certifications like ISO 9002 and ISO 9001:2000 Accreditation, TQM Implemented

Plant, ERP Management systems to ensure Timely delivery and Internationally acceptable „4-

Point‟ system for Grading.

Mayur has robust distribution network that takes the product to the four corners of the country.

The company has its products in over 7000 retail outlets all over India.

Page 7: Group 6 Advertising Report

Indo German Training Centre Page 7

Segmentation-Targeting-Positioning

Mayur is a mass market fashion brand that is aimed at SEC B, C and D category. Its primary

target group (TG) is middle class.

Mayur competes with other players like Raymond‟s, Reid & Taylor, Grasim and Vimal. Brands

like Raymond and Reid & Taylor have successfully positioned themselves as „Elite‟ brands in

the market. But Mayur has failed to do so despite being continuously endorsed by celebrities. It

is still perceived as „Value for money‟ „Economical‟ brand.

The brand is so addicted to the celebrity that the tagline is “Stars Ki Pasand". It sounds like the

younger brother of Lux soap which is " Sitaron ka saundarya sabun". Like Lux, the brand also

faces the issue of customers not believing that the celebrity actually use the brand.

The primary competitors are brands like Raymond‟s, Grasim and Reid and Taylor.

Initial advertisement success

Earlier Shahrukh Khan was associated with Mayur . The hiring of shahrukh Khan gave

immediate boost and tempo to the product sales, which augmented up to 70-80% in 1992- 1993

because of the celebrity tag attached to it.

New advertisement campaign

After ShahRukh, the brand was not able to sustain the momentum. With ShahRukh, the company

hit upon a novel idea of catching the stars with potential to make it big. That may be one of the

reasons why Chandrachur Singh was roped in. But he could not make it to the big league. After

chandrachoor singh was dropped Sehwag endorsed the brand.

Reasons for failure & analysis.

A] Selection of Celebrity

Advertisement campaign with Chandrachoor singh failed miserably. After “Machis” & “Josh”

Chandrachoor Singh didn‟t give any hit movies.

The advertisement shows Chandrachoor Singh rehearsing a dialogue in a Mayur suiting &

shirting outlet. The dialogue is “Me kya hun ye toh waqut hi bataega” which roughly translates

as “One day everyone will know my real potential”

Page 8: Group 6 Advertising Report

Indo German Training Centre Page 8

1.What they wanted to communicate?

Chandrachoor Singh was a newcomer who had delivered two hit movies in a row. He was seen

as an actor with good potential & future prospects. The brand aimed at associating itself with

these values. A similar advertising strategy had worked for them in the past with Shahrukh Khan.

2.What went wrong?

Unfortunately Chandrachoor Singh couldn‟t continue his successful form in bollywood. He

delivered a series of flops & was no more a sought after actor.

This had a negative impact on the brand(Mayur). This advertisement campaign failed in creating

an association with a „Popular Celebrity‟. Also, it didn‟t improve „brand recall‟.

3. Dip-stick study

We did a Dip-stick study for evaluating for evaluating the brand recall of Mayur suiting &

shirting.

Q.1. which are some of the brands in suiting & shirting industry?

Raymonds

Reid & Taylor

Grasim

Mayur

Others

Page 9: Group 6 Advertising Report

Indo German Training Centre Page 9

Q.2.Who was the brand ambassador of Mayur suiting?

Content of the Advertisement

1. Analysis of actual advertising(video)

Mayur was endorsed by Sehwag between years 2003-04 to 2006. Sehwag was in peak of his

cricketing career during this period. He had a huge fan base. But Mayur failed to capitalize on

Sehwags top form & ever increasing popularity. These advertisements failed due to illogical &

ineffective content.

2. Content (storyline) of the advertisement

Sehwag is playing cricket in a lane with the kids. He hits a six & the ball lands up in a classroom

of a girl‟s college. Sehwag is forced by kids to procure the ball. So he wears a (Mayur) suit and

goes to the classroom, pretends like a teacher & collects the ball. Suddenly a kid appears there &

says “Arey Sehwag what‟s taking you so long?”. Now the girls recognize that this guy is Sehwag

and run after him. Sehwag comes down without being caught by the girls & the advertisement

ends.

Shahrukh

Sehwag

Chandrachoor Singh

Others

Page 10: Group 6 Advertising Report

Indo German Training Centre Page 10

3. What went wrong?

Mayur always relied on celebrities & their image for advertising purpose. With Sehwag they had

chosen the right person to endorse their brand. But the advertisement lacked creativity & concept

completely. The brand should have tried to encash popularity of Sehwag in India & his top form

in his profession. Instead it was shown that Sehwag is not recognized at all by the girls when he

goes to procure the ball. This is contradictory to the brand‟s tag line “Sitarron Ki Pasand”; as a

celebrity is (assumed to be) recognized everywhere by fans.

4. Comparison with advertisement of competitors

1. Previous advertisement of Mayur with Shahrukh Khan:

Mayurs ad-campaign with Shahrukh Khan was very successful. They roped in Shahrukh

in year 1995 when he was seen as a potential actor with good future prospects. The

advertisement was simple but very effective in terms of brand building & recall. It had

good jingle like “Mayur-Mayur kya hit!!Kya fit!!” & a very effective punchline

“Shahrukh „Mayur‟ Khan!!”. The ad worked wonderfully for Mayur establishing strong

brand associations & recall.

2. Raymond:

Raymond is the biggest player in suiting & shirting industry in India in terms of sales &

market share. Raymond never depended on „Celebrities‟ for brand image & positioning.

Instead they focused on real, human relationship based ads portraying strong, confident &

successful characters. This was always accompanied by their very popular & appealing

tagline “Raymond, the complete man”. Their ads had a distinct & prominent brand recall.

3. Reid & Taylor:

Reid & Taylor successfully encashed the image associated with “James Bond”. Their

brand was endorsed by Pierce Brosnan who played the character of „James Bond‟ in the

movies. This established the brand as being synonymous with „style, passion &

manliness‟. Their tagline “Bond with the best” also had a significant brand recall. Reid &

Taylor was also endorsed by Amitabh Bachchan strengthening the brands image.

Page 11: Group 6 Advertising Report

Indo German Training Centre Page 11

Recommendations:

A] Change in advertising strategy:

Mayur has always been dependent on “Celebrity Endorsement” for promotion and creation of

brand image & recall. Its tagline “Sitaro Ki Pasand” also highlights Celebrity Endorsement.

Celebrity endorsement is an effective way increasing brand awareness & brand value. But it is

not the only way of advertising. Mayur should also focus on communicating its differentiating

factors to the customers. In case of Mayur these differentiating factors are its „Performance

Fabric‟ which is manufactured for addressing some special requirements like high wicking, cool

comfort, anti-bacterial, anti-static, odour preventive, biodegradable and energy fabric, etc.

These special fabrics should be promoted through ad-campaigns. This will increase associations

with brand & brand recall.

B] Modifications in existing advertising strategy:

Even if Mayur continues to rely primarily on „Celebrity Endorsement‟; it should consider having

several brand ambassadors. Lux follows this strategy very effectively. From past many years Lux

has several Bollywood actresses as brand ambassadors at any point of time. This magnifies brand

associations & brand recall thus improving brand equity.

Page 12: Group 6 Advertising Report

Indo German Training Centre Page 12

7Box Strategy

Page 13: Group 6 Advertising Report

Indo German Training Centre Page 13

Kinetic Blaze

Page 14: Group 6 Advertising Report

Indo German Training Centre Page 14

Kinetic Blaze

History:

Kinetic Engineering Limited is the flagship company of the $500MN Firodia group of

companies. It is one of the pioneering groups in automobiles in India. It was founded in the year

1972 by Mr. HK Firodia. He was known as the doyen of the Indian Automobile Industry. .

Kinetic Engineering Limited offers Engineering and manufacturing excellence and they have

diverse portfolio to manufacturer all different types of transmission components (gears , shafts ,

axles , etc) & different engine components like crankshafts , cylinder heads, camshafts etc . KEL

also manufactures complete gear box & engine assemblies for auto & non auto products. . KEL

has a press shop, weld shop; paint shop & can manufacture chasis, rims, mufflers etc. KEL also

assembles complete vehicles for some of its customers

Page 15: Group 6 Advertising Report

Indo German Training Centre Page 15

Kinetic Blaze:

Kinetic Blaze was introduced by Kinetic Motor Company Limited. It was designed and produced

by Mr. Leopoldo Tartarini. He is known as world renowned Italian automobile designer. It was

launched in the year 2006. Blaze entered with powered by powerful 165 cc engine. The

maximum power delivered by this is 11.6 bhp. Blaze facilitates easy driving even on uneven

roads. With its advance technology Kinetic Blaze offers stability even at high speeds. Its push

button electric start automatic gear transmission mechanism and styling added „wow factor‟ to it.

Kinetic Blaze is so far the most powerful scooter in India. It was a mean machine and very

heavy.

Features of Blaze-

A disc brake

a four-valve engine

First scooter to get a tachometer and handle-bar counter balancers

Fourth biggest two-wheeler (165 cc,11.6 bhp)

Page 16: Group 6 Advertising Report

Indo German Training Centre Page 16

Kinetic Blaze Advertisement:

The advertisement of Kinetic Blaze goes like this:

There is a guy called Rohit Varma who is on tenth floor with his Kinetic Blaze.

Lot of fans are waiting down to see him on kinetic blaze girls are dying to see Rohit

Varma.

Suddenly this guy comes from his room on blaze and he jumps with his bike from tenth

floor and rides away.

He goes away without meeting his fans and thus disappointing them.

Competitors:

The competitors of Kinetic Blaze were:

Honda Activa

Hero Honda Pleasure

TVS Scooty

Suzuki Access

Analysis of Hero Honda Pleasure Advertisement:

Hero Honda Pleasure has Priyanka Chopra as a Brand Ambassador whereas Kinetic

Blaze doesn‟t have a Brand Ambassador.

Page 17: Group 6 Advertising Report

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Hero Honda Pleasure has shown all the features in the advertisement but Kinetic

Blaze haven‟t shown the features which makes customers unaware about the features

of Kinetic Blaze.

There are different colours of Hero Honda Pleasure which are shown in the

advertisement but Kinetic Blaze only shows single colour which means that there is

only single colour available in Kinetic Blaze.

The Tag line of Pleasure is: “Why boys should always have fun”. This shows that

they have positioned their bike for a particular segment i.e. Women. They have

targeted women for the advertisement. The Tag Line for Kinetic Blaze is: “Shortcut

to Fame”. Kinetic Blaze fails to position their product and it is not appealing to a any

particular class.

Advertising Agency:

The advertisement is been designed by Grey Advertising. Kinetic had allotted advertising budget

of Rs 25 Crore. Kinetic planned to print ads in all the newspapers and participated in local events

all over the India.

Reasons for the failure of Advertisement campaign:

Tag line- Shortcut to Fame: their tag line shortcut to fame is a disappointing statement it

means that for fame there is a shortcut which is unrealistic.

Pricing: Being a moped it was priced heavily compared to its competitors.

Advertisement failed to promise bike‟s value for money.

Advertisement displays features of bike in very unclear fashion. One doesn‟t pay

attention to the words that actually talk about specifications of bike. In the end you only

remember about the guy in this advertisement and not more about the bike and its

specifications.

They should have focused more on bikes specifications apart from showing it as short cut

to fame. Showing bikes very unique features which were first of its kind in India during

that time would have really helped them for the promotion of product and its value for

money.

Page 18: Group 6 Advertising Report

Indo German Training Centre Page 18

STP Analysis

Segmentation-

Segmentation of Kinetic Blaze can be done with the following variables.

1) Geographic- It includes the geographical area where they wanted to sell the product.

Blaze was introduced in Metro Cities, semi metro cities and in towns.

2) Demographic- This comprises various factors such as age group, gender, income level,

education. Kinetic focused on age group of 20-35. In their advertisement a boy has acted

as the owner of the Blaze which creates an impact that blaze is only for male consumers.

As Blaze costs high around 55000 which can be affordable only by consumers having

income of 30000 per month.

3) Psychological- This type of segmentation consist of motivation, attitude, perception etc.

The Bike Lovers can be segmented under this parameter. As Blaze motivates to have

fame, the people can also be segmented who want to get fame.

4) Psychographic- This deals with the life style of the consumers. The people with modern

life style can go for Blaze rather than people from traditional life style.

Targeting-

This new model of Kinetic targeted the youngsters, college going students. In the Blaze

advertisement they have shown college campus and college students which itself explains their

target market. The expected age group was of 20-35. Some of their advertisements campaigns

are done by female, but in the main promo a boy has acted as owner of the Blaze. Basically

kinetic targeted both male and female consumers.

Positioning-

Blaze came up with its tagline as “Shortcut to Fame”. They tried to associate the Blaze with fame

through its motto & advertisements campaign. They position themselves as Fame which means if

an individual owns a Blaze he/she will be famous. That kind of mind set they tried to create. The

Blaze tried to also shift the consumers‟ minds from a bike to a moped because of its advanced

features.

Page 19: Group 6 Advertising Report

Indo German Training Centre Page 19

7 BOX ANALYTICAL MODEL

Target Audience

Age Group between 20-35

Current Belief

Heavy Moped

Current Do

They don‟t buy

Proposition

Style

Power

Comfort

Support

Design by Mr.

Leopoldo Tartarini

(World Renowned

Italian Automobile

Designer

165cc Engine, Power

11.6 bhp

Specious, Telescope

shock absorber

High Engine C

hh

Desired Belief

Allows Them to Get Fame

Desired Do

Make Them Purchase

Page 20: Group 6 Advertising Report

Indo German Training Centre Page 20

Target Audience-

Kinetic came up with a new stylish model called Blaze. They basically targeted the youngsters.

With its modern technology and stylish look they tried to cover the large market. Their targeted

age group was from 20 to 35. With this offering they targeted the urban college going youth

which wants to break away from the league of motorcycles without compromising on power

delivery. They expected altogether a new market segment for this particular product.

Current Belief-

This means what consumer thinks about the product. It includes the first perception of consumer

about particular product. In spite of having a moped with higher capacity and a modern look

customer treated Blaze as a heavy motorcycle. Many of consumers didn‟t go for it because of its

high weight.

Current Do-

The result of the belief reflects on purchasing decision of the consumers, as consumers found

Blaze as heavy moped to drive. Blaze commercial focused on a mala driving the blaze which

created an impact on purchasing decision of female customers. They didn‟t go for it.

Support –

Support includes the different qualities of the product which help them to propose the customers.

With the help of this support the main objective of the product can be achieved. In this case Blaze had some extra qualities which were new in the market. Kinetic introduced this model with 165 cc engine, 11.6 bhp power and Italian design. With higher engine capacity, high speeds availability, strong tires, stylish look, availability of different colors product tried to attract the their target segment.

Proposition-

With above support balanced moped was introduced which could facilitate facilitates style,

power, comfort. Its heavy tires helped the consumer to ride the blaze on any kind of road. Its

Italian design which was introduced by Mr. Leopoldo Tartarini made the Blaze stylish. This was

the proposition which kinetic wanted to develop in consumers‟ minds.

Desired Belief-

The tagline of Blaze was “Shortcut to fame”. Through the advertisement campaign they showed

how Rohit Varma (owner of Blaze) got fame because of having Kinetic Blaze. With the help of

commercial they tried to relate the fame with Blaze. They thought that people could get attracted

towards the Blaze because of its association with fame.

Desired Do-

With the help of their advertisement campaign they tried to make consumers buy this moped.

Page 21: Group 6 Advertising Report

Indo German Training Centre Page 21

Recommendations-

There are some recommendations for the improvement of their existing advertisement campaign.

These can be advertising practices which they could have implemented-

The commercial of the Kinetic Blaze couldn‟t relate to its features. The promo could

have shown its specifications in a different manner.

Blaze was the first powerful moped with 165 cc engine capacity, Italian design, 11.6 bhp

power. They should have advertised this product by a young celebrity rather than a

normal guy. Celebrity endorsement could have played a better role.

Blaze had 4 different colors which they didn‟t show in the advertisement. We

recommend them to include all the different colors in their advertisement.

Page 22: Group 6 Advertising Report

Indo German Training Centre Page 22

Questions asked to the respondent

Following are some questions which we asked some of respondents about the Blaze

advertisement.

1) Have u ever heard about the Kinetic Blaze?

Yes No

2) Have you seen the advertisement of Kinetic Blaze?

Yes No

(If No then thank the respondent and end the survey)

40%

60%

Chart Title

Interseting

Relevant

No Yes

40%

60%

Chart Title

Interseting

Relevant

No Yes

Page 23: Group 6 Advertising Report

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3) How did you find the advertisement?

a) Interesting b) Relevant c) Irrelevant

4) Could you associate the product with the advertisement?

Yes No

5) Does advertisement help the consumer to make purchase decision?

Yes No

6) Which recommendation will u give to improvise the advertisement?

Interseting

Relevant

Irrelevant

Yes

No

Page 24: Group 6 Advertising Report

Indo German Training Centre Page 24

Pepsi Max

Page 25: Group 6 Advertising Report

Indo German Training Centre Page 25

About Pepsi –

Caleb Bradham, a young pharmacist began experimenting with spices, juices and syrups. He was

trying to create a refreshing new drink to serve consumers. With tried experiments and

combinations he invented a drink known around the world Pepsi Cola which succeeded beyond

all expectations. It was started in 1898 as “Brad‟s Drink”. In 1903 he named it as “Pepsi Cola”

and started a company in back room of his pharmacy and applied to the US patent office for

trade mark. In 1963 it was name to Pepsi. Pepsi today is biggest competitor of coca cola. Pepsi

has market share of 31% worldwide.

Pepsi has several other brands to name a few, 7Up, Pepsi Max, mountain Dew, Quaker Oats,

Gatorade and many more.

Pepsi Max

A low calorie, sugar free cola marketed by Pepsi co. as an alternative to Pepsi and Diet Pepsi. It

differs from Pepsi in that it contains aspartame, potassium benzoate, acesulfame

potassium, calcium disodium EDTA and panax ginseng extract while it does not contain high

fructose corn syrup or sugar. It contains nearly double amount of caffeine. Pepsi Max was first

launched in United Kingdom and Italy in 1993. They expanded to Ireland, France, Netherlands

and Australia the same year. In 1994 Pepsi Max sold approximately in 20-25 countries.

Page 26: Group 6 Advertising Report

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Segmentation-

1. Geographic-

Pepsi Max is a global product. It has its presence in 20 or more countries.

2. Demographic-

It comprises various factors such as gender, marital status, income, education, occupation. Pepsi

Max focuses on age group 20-35 comprising of males. Education and occupation does not affect

consumption of Pepsi Max.

3. Physiological-

Consumption of beverage does not depend upon physiological factors like needs, motivation,

personality, perception, learning and attitudes.

4. Psychographic- Lifestyle does not play a role in consumption of beverage.

5. Sociocultural- It is accepted by society.

Targeting-

The main target for Pepsi Max is young men.

Positioning-

It is positioned as no sugar, no calorie beverage.

Page 27: Group 6 Advertising Report

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Competitor-

Pepsi Max is brought into market to compete with Coke Zero which is sugar free cola drink coca

cola.

Coke zero is well marketed Coca-Cola‟s campaign revolved around the term “zero” being the

name of the brand, and at the same time the main attribute that characterizes the product, zero

sugar

Taste:

The taste is the most important factor , From the research it was clear that people prefer other

flavors because both of them didn‟t taste really good , however Coca-Co la Zero tasted a little

bit better than PEPSI Max.

Initial advertisements-

Initial advertisements by Pepsi Max had featured celebrities like Kim Kardasian and Snoop Dog.

Celebrities in the advertisement were physically fit and advertisement conveyed the message of

fitness.

Page 28: Group 6 Advertising Report

Indo German Training Centre Page 28

About “the lonely advertisement”, 2008

Pepsi Max with initial success of advertisements went on to make a new advertise in different

way.

In 2008, Pepsi Max came out with an advertisement of 3 pictures, which are as follows

1) A calorie tries to commit

suicide by cutting of veins.

2) A calorie attempts for suicide again with different technique this time by hanging itself.

3) At the end calorie finally shoots itself to death.

Why advertisement failed?

Advertisement was created by German Ad agency named BBDO. In Germany advertise was

accepted and it was considered as funny.

This advertisement got a lot of criticism in UK and USA as it showed a depressed and lonely

calorie had no option other than committing suicide. Suicide is not funny. Many critics said that

advertisement displays if you are lonely then you should commit suicide. Also it displayed

various ways of committing suicide. A person who is already depressed and lonely wouldn‟t

take this advertisement in funny manner. Many families claimed that it reminded them of their

lost family members because of the disease of depression. This was definitely not acceptable to

them.

Page 29: Group 6 Advertising Report

Indo German Training Centre Page 29

What went wrong?

With this campaign in UK and USA, Pepsi failed to study different thinking process between two

different countries.

Also Pepsi Max has zero sugar and its name contains Max which is contradictory. People got

confused what exactly it contained. Company meant “maximum taste, no sugar” but message

never came across.

Pepsi Max didn‟t consider corporate social responsibility. Being a multinational company with

historic image, Pepsi was made to apologies to public via twitter.

The Pepsi logo in all the three images was not clearly visible. (While conducting survey few

people didn‟t even recognize it.)

Subliminal perception-

Pepsi could have mentioned Pepsi Max on the encircled can below.

This would have conveyed the message of calorie free Pepsi Max in a proper way.

Page 30: Group 6 Advertising Report

Indo German Training Centre Page 30

Recommendations-

We recommend the original advertisement to be changed to the new advertisement as shown

above. This advertisement clearly shows that this is a Pepsi Max advertisement. Message

conveyed by this advertisement is that a family of calories is moving out of Pepsi Max can. They will have to find a new place for them. Thus it gives public a clear message that Pepsi

Max is a sugar free product. So the catch line “maximum sugar, no taste” proves true.

It does not hamper anyone‟s sentiments thus causing no social issues.

Page 31: Group 6 Advertising Report

Indo German Training Centre Page 31

7 BOX ANALYTICAL MODEL

Target Audience

Age Group 18+, health

conscious

Current Belief

Consumption of

Pepsi increases

calories

Current Do

Less consumption of

Pepsi

Proposition

Healthy soft drink

Support

Sugar free thus no

calories

High Engine C

hh

Desired Belief

Pepsi Max is calorie free

Desired Do

Pepsi to Pepsi max.

Page 32: Group 6 Advertising Report

Indo German Training Centre Page 32

Questions asked to the respondent:

1. Does this advertisement associate with the product Pepsi Max?

1. Yes

2. No

2.Do you think it provokes a Negative emotion? (i.e. a lonely figure eventually suicide)

1. Not really

2. It didn‟t matter to you

3. Yes very much!!!!

4. You found it Funny

Page 33: Group 6 Advertising Report

Indo German Training Centre Page 33

Conclusion:

This project helped us to understand about the insights of Advertising. Advertising is promotion

of ideas, goods, services etc but then also many times the advertising campaign gets failed. There

are many reasons behind the failure of an Ad campaign such as Wrong Positioning of the

product, Failure in conveying message, Poor Advertisement& selecting wrong celebrity for

endorsement & etc. We took three different ad failures and understood about their advertisement

and we came up with the recommendations that how an advertisement campaign should be

designed, executed and how it should convey message so that the advertisement campaign does

not gets failed. We also came to know that the Ad should be very creative so that the masses can

easily recollect and it should remain in their minds forever. According to us an Advertisement

campaign must be Appealing, Brief, Creative and it should be reachable to the Target Audience.

Page 34: Group 6 Advertising Report

Indo German Training Centre Page 34

Bibliography:

www.afaqs.com

www.marketingpracticeblogspot.com

www.kineticengineering.com

www.autocarindia.com

www.bsmotoring.com

www.adsoftheworld.com

www.youtube.com

www.pepsi.co.uk

www.coke.co.uk

www. fabric.rswm.in

www. mouthshut.com

www.jyd.in