Analysing the IMC campaigns of kutchina, glen and faber

IMCComparative IMC analysis

Analyse the IMCcampaigns of Kutchina,Glen and Faber

Compare the threedifferent brandcampaigns Measure theireffectiveness inpromoting the brand.

Executive Summary

Executive Summary

01. 02. 03.Examinedsecondary datafor examiningthe IMCcampaigns

Did a surveyaimed at testingthe consumer’sexisting brandperception andknowledge

Performed severalanalyses in orderto determinewhether the usedwere appropriateand effective

Summary of the IMC campaigns

Paid Earnedwww

Owned

Not the mainfocusDifficult toconvinceNo productawareness

Not keen ongettingcustomersthroughwebsitesWeb sites withbare minimuminformation

More forBrandawareness andpresenceReview andthird partysitesSocial Media

Paid

Audience Preferences

Message

Goals

Printed media

TV Ads

People watching soap channels, people reading interior magazines

Cutting edgetechnology and style

Personal hygiene Great Value formoney

Product awareness Product & brandawareness

Brand awareness

2 press releases Reviewed in magazinesKitchen Desire & Society

Interior

Not applicable

1 10

Owned

GLEN AD

wwwwwwwwwwww www www

www wwwwww www

ww wwwwww

Targeted at young Indian couples who live alone and wanta good life.It is elitist with the focus on eliminating mild irritants likelingering food smell. The household and couple have a distinct modern outlookclearly defining their target group.

Owned

GLEN WEBSITE


www wwwwww www

ww wwwwww

The site is easily navigable with features like Dealer, Serviceand Warranty information being highlighted. Glen’s websitealso doubles up as an e-commerce website as the customercan order products online.

Owned

FABER AD


www wwwwww www

ww wwwwww

The ad Faber India Kitchen Essentials, describes a typicalmetropolitan family in India.Advertisements by dealersDIY videos

Owned

FABER WEBSITE


www wwwwww www

ww wwwwww

Faber’s website is the best among the three brands in termsof design and aesthetics. It is very easy to navigate even forbeginners.

Owned

KUTCHINA AD


www wwwwww www

ww wwwwww

Their ad is primarily trying to be informative abouttechnology. Focus is on the auto-clean aspect of the chimney

Owned

KUTCHINA WEBSITE


www wwwwww www

ww wwwwww

Kutchina has a very dull looking website, which is not veryinteractive. The price of the products is not given on thewebsite, which is not a very good sign.

Earned

Presence

Experience

Content of posts

Strategy

Inquiry response rate

Motive promoted

Weak presence Powerful presencePowerful presence

New to Facebook (2015) Using Facebookfrom 2011

Using Facebookfrom 2013

Creation of brand imageand awareness

Consumer education Follower retention

Contests; Brandadvertisement; Holiday

congratulations

Product advertisementand usage suggestions;

Holiday congratulations

Contests; Helpfulkitchen tips; Holiday

congratulations

Very efficient Not practiced Not practiced

“kitchen appliances foreveryone”

“healthy and tasty food” ”family cooking”

No. of likes 399 12351786456

Facebook Summary

Earned

Followers

Likes

Presence

Content of posts

Strategy

Motive promoted

938 67216

7 62 137

Product advertisement;Brand related news

Product advertisementand usage suggestions;

Holiday congratulations

Contests; Helpfulkitchen tips; Holiday

congratulations

Modest presence; LowLike/Follower ratio

Week presence; highLike/Follower ratio

Modest presence; highLike/Follower ration

Not clear; Not consistentwith Facebook activities Consumer education Follower retention

Not clear “Healthy and tasty food” ”Family cooking”

Tweets 145 134596

Twitter Summary

Analysis of the Survey

Mode WhereHow

many

HardcopiesOnline version

Total 27responses...peoplewere veryreluctant to fillthe survey

Vishal MegaMartSouth city MallFloated thesurvey onlineto our personalcontacts

Brand recognition

4. Do you recognize the following brands?

6. Please list the names of the first threekitchen chimney brands, which come toyour mind.

Glen enjoys the best recognition

65% 15%20%GLEN FABER KUTCHINA

Brand knowledge

7. For each brand, please tick on theproduct categories, which you think areoffered by the respective brand. Multiplechoices possible.

Glen and Faber take the lead

Brand positioning

8. Select the options you associate witheach brand listed. One dimension, eachbrand.

Kutchina – Reliability and Value formoneyFaber – StyleGlen – Value for money and Quality

Brand positioning

12. Select the options you associate witheach brand listed. One dimension, eachbrand.

Kutchina – Reliability and Value formoneyFaber – StyleGlen – Value for money and Quality

Brand relevance

16. Please select the statement that indicateshow you would feel about buying or usingeach brand in the future.

Glen most often considered.

17. How likely would you recommend thisbrand to a friend or colleague?

Media Channel Efficiency

18. Where have you seen the advertisementbefore?

Online, newspaper and magazines havethe best reachFaber's advertisement campaign mostefficient

19. Please rate for each brand the willingnessto buy because of the advertisement itself.

Product Life Cycle

20. Why would you consider buying akitchen chimney?

Maturity stage

Brand Analysis

Highly IndianAims to beconvenient andeasy to useTargeted atfamilies andlargehouseholdsVery masculineand appealingto both sexesfor utility andconvenience

Very funloving andactiveFor the peoplewho are highachieversTargetingsingles andcouples wholike toexperimentand not averseto risks

Well roundedand thoughtfulEuropeanappeal andpromise ofexpertiseInnovativesolutions toeverydayproblemsThe homemakeris centre ofattention

Recommendations

Higher marketingbudgets (online,newspapers andmagazines)More emphasis onquality and styleConsistency onFacebook andTwitterNiche marketstrategy

“Wait and see”strategyReminderadvertisement

Reinforcementadvertisement(online,newspapers andmagazines)Stress the valuefor money

Analysing the IMC campaigns of kutchina, glen and faber

Marketing

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