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When consumers have a lot of choice and the differences in brand is significant
and the product is low involvement it indicates variety seeking behavior.
To stand out brands need to remain top of the mind through constant advertising.
This has particularly been Unilevers approach.
Research of Karachi tea market: Tapal top of mind. Lipton Vital-High Brand
Recall. High Brand Recognition-Tezdum. Awareness-Meezan.
Since Ramadan is a time focused mostly towards foods, beverages and Rooh
Afza, Unilever wanted to make Surf Excel a part of this season as well.
Every year Unilever add a new variant and pull back one variant from its Ice
cream portfolio. When Jiggly jelly was introduced, the TG didnt understand how
to eat the ice-cream, hence it did not bring the same excitement to the brand as
expected. An ad was launched the ad to teach the market how to eat it. Lick,
Wait, Jiggle.
Limited products or limited time offers is another way to attract variety seeking
customers.
Consumers nowadays need instant gratification so long process like Lucky Draws
do not bring the same result as a free cup, spoon etc.
Lux Style Awards, Sunsilk PFDC and Cornetto Pop Rock are ways of creating
excitement through activations.
Choice of Medium:
o TV still gives the highest reach. OOH were especially effective for
Ice cream category to remind variety seeking customers.
o Cost per rating point for TV is extremely low but on digital you are
spending a lot of money but CPRP still very high.
Lux campaign to give tickets for Awards did not work as customer do not want to
wait for the reward for a long time. Magnum did a similar campaign but the result
were rolled out within 2 weeks, hence it worked.
Similarly when Lipton Mega Dana was introduced it hardly got 300 entries when
it promoised to give Mercedes to the winner.