Professional Documents
Culture Documents
Group Members
Amir Shaukat
Col M. Usman
Shereen Nawab
Saadia Malik
Zulfiqar Ahmad
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
Brand Architecture
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
Habit Self
Lo w Formation Satisfaction
Inv olve ment
Introduction Advert Analysis Competitor Perception Personality Motivation Learning Culture
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
* 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
Style
Logo
Music
Slogan
Perception
Packaging
Aroma
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
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
Djuic e
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
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
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
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
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
Motivation
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 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
Necessity Luxury
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
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
Cognitive 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
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.