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Group Members
Amir Shaukat
Col M. Usman
Shereen Nawab
Saadia Malik
Zulfiqar Ahmad
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Introduction -Tapal Tea


Started in 1947
Largest selling brand
Philosophy: traditional values
Tea brands to suit every taste and
pocket
Promote Strong Tea Culture
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Brand Architectures
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Telenor
Norwegian, Mobile Operator
Entered into Pakistani Market in
March 2005
Coverage
 In more than 500 destinations

Djuice, a pre-paid package by


Telenor
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Brand Architecture

Postpaid Packages Prepaid Packages

Package A

Package B

Package C

Package D
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Djuice
Djuice, a young and energetic package from the
‘factory’ of Telenor
Djuice! Offer to its customer
 No boredom, no weariness and no more
mundane routine
Djuice is for those
who like:
 More SMS, MMS
 Enjoy
▬ downloading pictures
▬ Ring
tones
▬ Games
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Advertisement Analysis
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Story Boarding
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Contt..
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Aesthetic Analysis of TAPAL


Advertising Appeal
 Love and Family Oriented
Execution Style:
 Musical and slice-of-life
Color Analysis
 Predominantly red color
 White Color
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Djuice – Story Boarding


Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Aesthetic Analysis of Djuice


Execution Style:
 lifestyle
Advertising Appeal
 Fun & Pleasure with suspense:
Color Analysis
 Bright Color
 Blue walls
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

FCB Grid Analysis of TAPAL

Thi nkin g Fe eli ng


Informative Affective
Hig h
Inv olve ment

Habit Self
Lo w Formation Satisfaction
Inv olve ment
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

FCB Grid Analysis of TAPAL

Thi nki ng Fee ling

Informative Affective
Hi gh
Invol ve ment

Habit Self
Low Formation Satisfaction
Invol ve ment
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Competition Analysis
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

BCG Matrix of TAPAL


Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

BCG Matrix of Djuice

* At time of Launch
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Perception
The best and most beautiful things in
the world cannot be seen, nor touched
... but are felt in the heart
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Perception Model
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Advertisement Attention
Butterfly Curve
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

How Tapal Transforms our Perception

Style
Logo
Music

Slogan
Perception
Packaging

Aroma

Colors in Advert Symbol


Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Perceptual Interpretation
Closure
 It is an evening time.
 Husband is returning from office.
 He is tired from all the days’ activity and needs
refreshment
Interpretation
 Family Oriented
 Caring Brand
 Provide Refreshment
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Tapal’s Perceptual Maps


Attributes
 Smell
 Color
 Strong Flavor
 Packaging
 Availability in the market
 Nutrition
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Perceptual Map Analysis


TAPAL is Good in both Smell
& color

TAPAL positioned itself as a


strongest flavor tea brand in
Pakistani market & is available
in all big stores.

TAPAL also provides good


nutrition for mental alertness
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Pos it ion in g St atem en t


Tapa l’s P ositi onin g St at ement

 An ultimate drink with good smell, lively colors


and rich nutrition quality
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Pos it ion in g St atem en t


Lip to n’ s Po sit io ning Statement

Lipton provides you a high quality tea with


rich nutrition in colorful packaging
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Pos it ion in g St atem en t


Suprem e’s Po sit io ning
St at ement

 Brooke Bond Supreme brings families


closer together with its rich taste and
traditions. And its strong, rich taste &
color is ideally suited to the Pakistani
palate
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

How Djuice Shaped our Perception

Sty le
Logo Music

Percep tion

Sloga n
Col ors in Adv er t
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Interpretation Gap
Leading Misperception
 Energy drink or the like
Cognitive Dissonance
 Shock on revelation
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Djuice’s Perceptual Maps


Attributes
 Network coverage
 Value Added services
 Subscription Base
 Affordability
 Brand Awareness
 User Growth Rate
 Connectivity Vs Technology
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Pos it ion in g St atem en t

Djuic e

Get your l ife st art ed wi th t he mo men t


of del igh t an d fun by ha vi ng mo st
af forda ble mobi le se rv ice wi th exi tin g
valu e ad de d ser vi ces and st at e of ar t
tech nology .
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Pos it ion in g St atem en t

Ufo ne

A ca ri ng co nnect io n f or yo u by u that
ful fill yo ur expe ct at io n of w id e
cove ra ge , price afford ab il ity wit h
ex cel len t co nne cti vi ty.
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Pos it ion in g St atem en t


Jazz Oc ta ne

Co min g from the la rge st cell ula r


co mp an y i n Pa ki st an , o ctane co mbi nes
fun wit h va lu e, sp eci al ly tar ge ted
towar ds the yo ung at hea rt peo ple,
offeri ng lo we r r ate s to thre e favo ri te
nu mb er s and lower SMS rates, no w yo u
can ea sil y be par t of the lar gest
netwo rk in Pa ki st an offer in g the wi des t
co ve rag e.
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Pos it ion in g St atem en t


Wari d

A fast est gro win g mo bi le se rvi ce wit h


cryst al cle ar vo ice and round the cl ock
ef ficie nt co nnect ivi ty
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Pos it ion in g St atem en t


Pa kt el

We are b ack wi th new l ook s t o


serve t he p ri ce consci ous
con sumers b y a ss is ti ng t hem
wi th our r ich pa st experience.
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

ACT IVITY
Thi s i s not a t est
o
o Ther e a re no ri ght or w rong
answ ers
o An sw er wha t you FEEL!
o Good Luck
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

How brand build their perception


Just follow these instructions, and answer the questions
one at a time and as quickly as you can!
STEP 1. Think of a number from 1 to 10
STEP 2. Multiply that number by 9
STEP 3. If the number is a 2-digit number, add the
digits together
STEP 4. Now subtract 5 from the answer
STEP 5. Determine which letter in the alphabet
corresponds to the number you ended up with
(example: 1=a, 2=b, 3=c, etc.)
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Contt..
ST EP 6. Think of a country that starts with that
letter
ST EP 7. Remember the last letter of the name
of that country
ST EP 8. Think of the name of an animal that
starts with that letter
ST EP 9. Remember the last letter in the
name of that animal
ST EP 10 . Think of the name of a fruit that
starts with that letter
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Are you thinking of a


Kangaroo in
Denmark eating an
Orange?
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Personality
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Personality
Freudian’s Theory
 Id - djuice
 Superego - Tapal
Major Motives for consumption
 Djuice – Disallenation
 Tapal - Femininity
Idiocentrics versus Allocentrics
 Tapal – Allocentrics
 Djuice – Idiocentrics
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Personality Statement of TAPAL

Affectionate, dependable and charismatic, that’s


how we know her. Tapal is a young house wife
somewhere between late 20’s and early 30’s. She
enjoys a rich culture and strongly affiliates with
her traditions and customs. She respects her
relationships and can go an extra mile to protect
them. A type of person whom you can rely on.
She will be there for you in all hard times and will
help you out with things. Moreover she is
charming and pleasant, you tend to enjoy every
moment when she is around.
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Cont..
Although she seems to be a typical eastern
woman yet she is practical and composed.
She is a determined individual who believes
in her self and is confidant about her
views. She has the ability to adapt to
changing environments. She has been
through turbulent times but has
successfully managed to overcome them
and, in the process, has learnt and
groomed herself to become an even better
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Personality Statement of Djuice


Contemporary, energetic and social, that’s
Djuice. He is a young guy in his late teens
or early 20s. He is a ‘party animal’. He
loves to enjoy life without much concern to
other things, a little carefree person.
Although he seems to be somewhat
eccentric but actually he likes making new
friends and helps them out with everything.
He likes to stay in his friends company and
enjoys dining out with them. He enjoys
rock music and fast foods.
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Motivation
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Moti vation pr ocess (ne eds )


Ta pal
Combined family
Love for younger
Respect for elders
A strong tea
Cultures
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Moti va ti on al s trength
According to Drive theory
 Strong taste
 Catering for headache
According to Expectancy
theory
 Good smell
 Freshness
 Energy
 Strong family bond
 Good family life
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Moti vation pr ocess (ne eds )


Dj uic e
Save your eyes
Save your breath
Save your thumb
Target market culture
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Moti va ti on al s trength
Dju ice
According to drive theory
 Save of eyes
 Save your breath
 Save your thumb
According to Expectancy theory
 Save of eyes for see something good
 Save your breath to have some fun
 Save your thumb for the future
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Motiv ational c onfl icts


Tap al / Dj uic e

Approach – approach conflict

Approach - avoidance conflict

Avoidance – avoidance conflict


Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Cl assi fying c on sum er


needs
Tap al / Dj uic e
Need for affiliation

Need for power

Need for uniqueness


Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Refer ence G ro up M atri x

Necessity Luxury

Private Private private luxury


necessity

Public
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Learning
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Learning
Tapal Family Mixture
Tea for the Family

Strong Taste Favorable response

Love and Affection

‘The Consumer as a Black Box’


Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Contt.
Condi ti one d St imulu s
 Tapal tea to be strong, nicely flavoured
with a good colour
 These attributes and cues are
consistently paired with Tapal Family
Mixture
 Consumers learn to feel thirsty when
later exposed to these brand cues
Repe titi on
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Cognitive Learning
Obs ervatio nal le arning
Attention Production
Retention Motivation
Process

Observational
Learning

Components of Observational Learning


Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Cognitive Learning

Memory and learning

Personal Relevance
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Learning
DJuice
 Save your eyes for djuice
 Save you breath for djuice
 Save your thumb for Djuice
lacks appeal and learning
portray such actions that the
consumer is tempted to repeat
No learning about the product
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Learning
Survey Results
 Advertisement did not appeal to them
 Advert did not arouse any particular
interest
 Aortrayed something that was
destructive and gave an ill feeling
 Did not want to retain any behaviors
that were displayed in the advert
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Culture
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Concept of Culture
Comprehensive Concept

Culture is acquired not inherited

Nature of cultural influences


Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Tapal’s culture
Demographic – middle urban class
with sizable income
Vales
 Collectivism
 Romantic, love and affection orientation
 Traditional living lifestyle
 Fulfillment of needs of all alike
Non verbal communication
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Tapal’s culture
Self concept attachment
Execution style
 Slow traditional music style in slice of life
environments.
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Djuice’s Culture
Demographic –urban middle class
particularly the youth
Vales
 Individualism
 Needs of adult/child
 No romantic orientation
 Non materialism
Non verbal communication
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture

Djuice’s Culture
Self concept
Execution style
 Simple slice of life with fun appeal
Recommendations
Alternative Djuice Story
Fir st scen e: Boarding
 Friends Getting together in a room for a party .In the background there
is hard rock music, many colorful flashy lights and the children of upper
class family. Every body is very busy in the party, Light goes off &
suddenly a huge ball explodes the wall and the room start glowing &
Djuice is written on that Ball
Secon d scen e:
 Instead the person when coming out of the floor should be having a
small fan in his hand which is on .The air which is coming out from the
fan will be shown like the color and the logo of Djuice
Third scen e:
 College boy sitting in his room decently dressed up and studying very
seriously. Because of long hours of study the boy is tired, feeling
sleepy, wants to have rest. At this time the ceiling is getting opened
and a space shuttle entering the room .the shuttle is throwing
multicolor rays on the boy and the boy is now fresh, energetic and
ready for the work again. Word Djuice is written on the space shuttle.

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