Ferti Ppt Final
-
Upload
suhashawaldar -
Category
Documents
-
view
224 -
download
0
Transcript of Ferti Ppt Final
-
8/3/2019 Ferti Ppt Final
1/27
WELCO
-
8/3/2019 Ferti Ppt Final
2/27
Ad Strategies ofAgriculture Input Sector
5 May, 20122
-
8/3/2019 Ferti Ppt Final
3/27
Advertising Planning Process
Advertising Objectives
Budget Decisions
Creative Strategy
Campaign Evaluation
Media Strategy
Brand Positioning Target Market
-
8/3/2019 Ferti Ppt Final
4/27
Advertising Objectives
Create awareness for new products
Inform consumers
of product features and benefits
price changes
Important for building primary demand
Persuasion
Build brand preference or change buyer perceptions
especially important for building demand in competitive markets.
Reminder advertising: maintain top-of-mind awareness
-
8/3/2019 Ferti Ppt Final
5/27
Hierarchy of effectsCommunication Process
Awareness
Interest
Liking, Preference
Purchase, Action
-
8/3/2019 Ferti Ppt Final
6/27
Creative Strategy
Develop the USP unique selling proposition orthe Creative Hook
Unique Selling Proposition Translates brand positioning into a compelling
message.
Objective is Memorability
-
8/3/2019 Ferti Ppt Final
7/27
Creative Strategy:Emotional vs. Rational Appeal
Emotional = appeal to psychological, social or symbolic needs. Pull at theconsumers heartstrings
Rational = provide information about functional and utilitarian aspects ofthe products.
Shift towards emotional execution strategy in the later part of the productlifecycle
Intense competition and proliferation ofsubstitutable products (Michelin)
Critical to increase Product involvement
http://www.youtube.com/watch?v=sIkQRXkpwQI
http://www.youtube.com/watch?v=SdPLf3FoInE
http://www.youtube.com/watch?v=sIkQRXkpwQIhttp://www.youtube.com/watch?v=SdPLf3FoInEhttp://www.youtube.com/watch?v=SdPLf3FoInEhttp://www.youtube.com/watch?v=sIkQRXkpwQI -
8/3/2019 Ferti Ppt Final
8/27
Taxonomy of Emotional Appeals
Fear appeal
can be an effective motivator but has the dangerof alienating consumers Show the consumer how to avoid the problem.
Provide concrete supporting information
-
8/3/2019 Ferti Ppt Final
9/27
Taxonomy of Emotional Appeals
Humor Memorability device.
Humor should not clutter the product benefits.
Execution detail: Show consumer how to avoid the problem.
Pre-test to check if consumer
i) recalls product benefit
Attitude_product versus Attitude_ad = will the message be persuasive and will theproduct be taken seriously.
http://www.youtube.com/watch?v=kVCGBohc20k&mode=related&search=
http://www.youtube.com/watch?v=f3mXaATLeRM
http://www.youtube.com/watch?v=zV-yGp4l8B8
Fantasy
seen often in cosmetics advertising
http://www.youtube.com/watch?v=r1g5qcKcVCM
http://www.youtube.com/watch?v=kVCGBohc20k&mode=related&searchhttp://www.youtube.com/watch?v=f3mXaATLeRMhttp://www.youtube.com/watch?v=zV-yGp4l8B8http://www.youtube.com/watch?v=r1g5qcKcVCMhttp://www.youtube.com/watch?v=r1g5qcKcVCMhttp://www.youtube.com/watch?v=zV-yGp4l8B8http://www.youtube.com/watch?v=zV-yGp4l8B8http://www.youtube.com/watch?v=zV-yGp4l8B8http://www.youtube.com/watch?v=f3mXaATLeRMhttp://www.youtube.com/watch?v=kVCGBohc20k&mode=related&search -
8/3/2019 Ferti Ppt Final
10/27
Types of Rational / Informational Appeal
Technical Expertise or Scientific Evidence:(CrestLook ma no cavities)
Comparative: Product features vs. competition (Nike vs.Reebok)
http://www.youtube.com/watch?v=xhiyDQNmEjY Advantages
High ability to get attention Helps in competitive positioning
Disadvantages
Advertise the competition. Makes competition moresalient.
Can use only if there is clear objective superiority for theadvertised attribute.
http://www.youtube.com/watch?v=xhiyDQNmEjYhttp://www.youtube.com/watch?v=xhiyDQNmEjY -
8/3/2019 Ferti Ppt Final
11/27
Media Decisions
Define the target market.
Quantitative Measures
Reach: the percentage of people in the target market who are exposed
to the ad campaign during the defined time duration
70% of the target market during the first threemonths of the campaign
Frequency: A measure of how many times an average individual in thetarget market who have been reached .
-
8/3/2019 Ferti Ppt Final
12/27
Media Decisions
Advertising Exposure Gross Rating Points = 70(Reach) 4(Frequency) = 280 GRPs 1GRP = 1 exposure to 1% of the audience.
Qualitative Measures Impact; is the qualitative aspect of the medium Newsweek vs. The National Enquirer Sports illustrated vs. Time for tennis racquets
Trade-off between reach and frequency
Pulsing vs. Continuity Pulsing most critical for new products. Why? Continuity needed when faced with intense competition
-
8/3/2019 Ferti Ppt Final
13/27
Message
Good advertising creative strategy translates thebrands positioning statement into a persuasive
and memorable message. A great creative willprovide lasting impact even if advertising budgets
are constrained.
How you say it is as critical as what you say
-
8/3/2019 Ferti Ppt Final
14/27
Advertising Planning Process
5 May, 201214
Advertising Objectives
Budget Decisions
Creative Strategy
Campaign Evaluation
Media Strategy
Brand Positioning Target Market
-
8/3/2019 Ferti Ppt Final
15/27
Advertising Objectives
5 May, 201215
Create awareness for new products
Inform consumers of product features and benefits
price changes Important for building primary demand
Persuasion Build brand preference or change buyer perceptions
especially important for building demand in competitivemarkets.
Reminder advertising: maintain top-of-mind awareness
-
8/3/2019 Ferti Ppt Final
16/27
Fertilizer Industry
5 May, 201216
-
8/3/2019 Ferti Ppt Final
17/27
Major Fertilizer Companies
5 May, 201217
Private Sector: Gujarat State Fertilizer Company Limited
Coromondel Fertilisers Limited
Shriram Fertilisers & Chemicals Limited
Zuari Industries Limited
Mangalore Chemicals & Fertilizers Limited
Godavari Fertilizers & Chemicals Limited Nagarjuna Fertilizers & Chemicals Limited
Chambal Fertilizers & Chemicals Limited
-
8/3/2019 Ferti Ppt Final
18/27
5 May, 201218
Cooperative Sector :
Indian Farmers Fertiliser Cooperative Ltd.
Krishak Bharati Cooperative Limited
Public Sector :
Rashtriya Chemicals & Fertilizers Limited
Madras Fertilizers Limited
-
8/3/2019 Ferti Ppt Final
19/27
Hierarchy of Strategic Objectives In FertilizerCompanies
5 May, 201219
BRANDS
-
8/3/2019 Ferti Ppt Final
20/27
BRANDS
PRODUCT LAUNCHING
http://www.indiacatalog.com/cgi-bin/show_wd_details.pl?t=DSCLhttp://www.indiacatalog.com/cgi-bin/show_wd_details.pl?t=Brahmaputra+Valley+Fertilizer+Corporation+Ltdhttp://www.indiacatalog.com/cgi-bin/show_wd_details.pl?t=Bhilai+Fertilizers+&+Agro+Chemicalshttp://www.indiacatalog.com/cgi-bin/show_wd_details.pl?t=Bicco+Agro+Products+Pvt.+Ltd.+ -
8/3/2019 Ferti Ppt Final
21/27
PRODUCT LAUNCHING-
BOOSTER[MCF]
-
8/3/2019 Ferti Ppt Final
22/27
CROP SEMINAR
KRISHIMELA
-
8/3/2019 Ferti Ppt Final
23/27
KRISHIMELA
-
8/3/2019 Ferti Ppt Final
24/27
PRODUCTS
-
8/3/2019 Ferti Ppt Final
25/27
PRODUCTS OF GSFC
-
8/3/2019 Ferti Ppt Final
26/27
Message
5 May, 201226
Good advertising creative strategy translates thebrands positioning statement into a persuasive
and memorable message. A great creative will
provide lasting impact even if advertising budgetsare constrained.
How you say it is as critical as what you say
-
8/3/2019 Ferti Ppt Final
27/27
5 May, 201227
Thank You