Consu Beh Chitr

1 1. Personal Consumption Journal pattern from February 22 2008 to

March 28, 2008 Date

Item

Week 1 (February 22nd29th)

Coffee Powder

Nescafe Sachet

3.00

Sauce

Tomato

25.00

Week 2 (March 1st -7th)

Week 3 (March 8 to 14)

Week 4 (March 15 to 21)

Brand

Price

Place of Purchase Shop near to Hostel Building

Family Super Market

• •

• •

Reason for Purchase Love coffee Available in required quantity

Good taste Better than Jam

Feelings Associated with Purchase Nescafe is a brand which appeals warmth, activeness and energy. The music in the ad reenergises my thoughts. Loves to have sauce and the ad which creative which attracts the audience. My mother prefers this brand and that is the reason why I also use. The ad which shows the relationship of mother and child.

Soap

Pears

36.00

Reliance Fresh

Good past experience • Preferred brand

Liquid Hand Wash

Dettol

55.00

Reliance Fresh

Hygiene • Moisturiser

Fight against germs feels fresh after use, Healthy Smell

Britannia: Good day

10.00

TASMAC Canteen

• •

Good taste Like cashews

I like cashews and tastier than other biscuits.

Family Super Market

• •

Good taste Like cashews

Healthy, protects from infection, cough and cold. It is Ayurvedic good for health It is cost effective and with a variety in taste.

Biscuits

Chyawa nprash

Dabur

97.00

Soft Drink

Appy

10.00

Corn Flakes

Kellogg’s

32.00

TASMAC Canteen Family Super Market

Preferred Brand Alternatives not available Preferred Brand Easy to use

Convenience product, gives healthy diet.

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Week 5 (March 22 to 28)

Week 6 (March 29 to April 3)

Bread

Milkmaid

16.00

Petrol

HP

52.42

Noodle

Magi

21.00

Milk Powder

Amulya

98.00

Shop near to Hostel Building

• Convenience (shop is near) Soft

Good brand and it is fresh and good packaging.

HP Pump

• Routine Use Good Mileage

No much alternatives in petrol also gives good mileage

Reliance Fresh

• Convenience • Good taste

I like Chinese noodles and easy to cook.

Reliance Fresh

• Known Brand Name • Need of milk

Best Alternative for milk and easy to use

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2. List of 10 regularly used product Product/Services

Brands

Size

Colour/ Model

Lip Gloss Ice cream Shampoo Recharge card Chocolate

Vaseline Kwality Walls Nyle Idea 5 Star

20 gm Regular 200ml Rs. 120 100gms

Petroleum Gel Cornetto Nyle Alovera Herbal Easy recharge, Top Up Chocolaty layer of

250ml 225 gm 200 gm 150 ml 100ml

Cadburys Pulpy Orange Glucose, Calcium Pears brown, Transparent Cool Blue Skin Naturals Ayurveda

Soft drink Biscuits Soap Deo Sunscreen lotion

Minute Maid Britannia Pears Park Avenue Ayur

with milk

3. Advertisement Analysis a) Pears: Pure and Gentle Pears is one of the oldest soap brands in the world. Pears is unique in the mind of the people for due to its advertising quality as well the unique feature of glycerine for skin care and

4 transparency of the product. Pears Original Soap is especially made to take care of even sensitive and delicate skin, cleansing thoroughly, yet gently and rising clean. Through out its advertisement pattern they maintained the relationship of child and mother which has helped them in achieving their target market through out its life cycle. It is associated with some of the popular shows like Idea Rocks India, Idea star singer & Idea Andhra idol (reality shows).

• Identify four to six consumer behaviour concepts used in the advertisements. •

Emotions: This ad had an emotional appeal in terms of the mother and child relations hip. The ad basically has looked in to the Indian women’s cultural concept where emotional feelings for one another have a strong bond.

•

Motivation: This ad motivated mothers for caring their children’s with the unique product for their children’s soft and gentle skin. Even it motivated the children’s especially female kids to adopt their mothers brand product.

•

Values: This advertisement showed a high value of protagonist as a mother which is basic culture of the Indian women and which reflects the value of changing Indian women in the society.

•

Family: The ad shows a strong family bond which starts with mother in a family. It passes the message that in a family mother has a key role in the family and she chooses products keeping in mind about each and every one’s health and safety.

• Identify and explain the demographic and psychographic segments to which the ad was designed to appeal. Pears always followed smart advertising and covered the gap in the soap market through its advertisements. The product has mainly concentrated on the niche market with its USP of glycerine and transparency of the soap. Even though pears as a unique product it has covered all Indian’s mind with no age bar with the affection of mother. The ad actually did not set any age bar for the product but the way ad was presented it had a feeling among the people as it is a product for matured people. Product has always been supported with careful advertising. The brand is promoted with the positioning as a Pure

5 and Gentle soap. The transparency of the soap acts as the visual cue for purity and the glycerine content as the sign for gentleness. Pears commercials highlight the virtue of the soap using Mother and Child as the central theme.

• Explain whether or not they fit into the identified target market. Pears have positioned themselves as a unique product with target market as initiators of the family. The ads with motherly touch have brought a new meaning to the target market as a product chosen by mothers especially for their children’s. The brand commands a unique position in the mind of the people. Pears is unique from other ordinary soaps in that the glycerine is retained in the soap. Pears target the premium segment of the market. "Pears Mother" is used as the central character to appeal to the emotions of the target market. The brand remains a niche player in the soap segment. In these sense the product perfectly fit in to the target market what ever be the income or salary. The product has also strengthen the brand with two variants : Blue for Germ fighting and Green for Oil Control.

b) Idea: An Idea Can Change your life Idea is an interesting brand in the mobile service provider market in India. Idea was more focused on expanding the network and improving the infrastructure from years. The brand has taken Innovate, Stimulate & liberate as the core brand values. Recently Idea brand got a

6 major boost when the brand roped in Abhishek Bachchan as the brand ambassador. The brand had chosen a tagline " An Idea Can Change Your Life " and the entire brand communication was around this theme of ' an idea changing the life '. Before Abhishek coming in the campaigns, the brand had done a series of campaign highlighting the positioning around the theme. In my opinion, the major breakthrough for the brand came from the campaign involving Abhishek as the Sarpanch (village chief) The latest commercial where Abhishek plays the role of a Idea guide and using sms to communicate with a deaf tourist further popularised the brand. This single factor has made the brand Idea and the tagline " An Idea can change your life " very popular. The latest campaign has a new additional slogan " What an Idea " which also has the potential to become a popular lingo.

• Identify four to six consumer behaviour concepts used in the advertisements. •

Culture: The advertisement depicts the Indian culture of understanding people better and helping them in needs. It shows that even after being a deaf they still exchange their views and communicate through idea, which brings them in a bond of affection and care of each other which reflects the Indian culture. In the “Sarpanch” ad also depecited a family bonding among the people in the village through Idea. People lived happily and friendly to each other as soon as they were know each others with numbers, which shows the family culture of a Indian who always tries to solve the issues soon and live happily with others.

•

Opinion Leadership: The ad carried a leadership quality of Abhishek Bachchan as a Sarpanch influencing other people’s opinion in the village. The ad depicted the impact of Sarpanch’s opinion on people which reflects his ability to influence others attitudes and behaviour and his ability to control people and guide them to the right direction. Thus, this ad has brought a major break for the product and captured the market share drastically.

•

Emotion: The ad has shown the emotional appeal in it. It has shown various emotional moments which captures sense of affection of people to each other. When the idea guide tries to understand the deaf girl and start helping her the way she is comfortable makes her very emotionally attached to the product and to the person. It also shows people’s

7 emotional attachment towards knowing each others with numbers and not with their names, they feel happy for being together and when they shares their feelings to understand people better. •

Learning: Each ads of idea depicts the Idea’s of innovation, creativity and values of the product. Each innovative ads and the music which Idea is been using in its ads shows a lot of learning about the ad and the way the company is capturing the entire target market. Each ad brings lot of learnings because each ads of idea depicts the culture, values and emotions. Idea ads do not change with new products coming in the market instead each Idea ads makes the product new and innovative in the market.

• Identify and explain the demographic and psychographic segments to which the ad was designed to appeal. Mobile services are usually targeted for all the people from all part of the country with no age or gender bar. As it is a service which can be enjoyed by all the people around us being a child or old person or even an uneducated person. But unlike others mobile companies ads, Ideas ads do not target the mass market even though the product is for the mass market. They cover the mass market with each new and innovative ad through which they cover the mass market and even each segment of customers feel attached to the product. Idea displayed its brand value - innovation through various offers and schemes. Idea My Gang was an example of such an innovation. The Closed User Group specifically targeting young customers was the first of its kind. Then campaign involving Abhishek as the Sarpanch in which they have targeted the old and senior citizen as well the rural markets. The ad of Idea guide has almost covered the inbound roamers of the idea network from other countries as well another side of the human society “dump and deaf” which catch the sympathy of the all the people in the entire mass market.

• Explain whether or not they fit into the identified target market. The ad has perfectly fit into the target market over and above the special attention of each new ads is catching attention of the specified segments. Even the innovative ideas in the ads and the product association with lot of reality programs in the market is also

8 attracting lot of new customers to the product as well the existing customers feel self esteem being a customer of this product. Usually mobile companies do mass marketing but Idea has already recognized the importance of investing in ad and building brand. Hence, the company is trying to corner as much mental associations possible because many aspects of the services are getting commoditized. The features like connectivity, tariff plans and coverage are almost standardized. There is intense fight in the Value Added Service provided by each service provider and that is where idea is catching up with new innovative products and innovative ads like CUG, Hello Tunes, and Idea Guide etc.

REFERENCE www. Marketing practice .com

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BIBILOGRAPHY David L. Loudon, Consumer Behavior, Tata McGraw-Hill, 4th Edition Michael Solomon, Consumer Behavior, Prentice Hall, 5th Edition