Ferti Ppt Final

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    WELCO

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    Ad Strategies ofAgriculture Input Sector

    5 May, 20122

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    Advertising Planning Process

    Advertising Objectives

    Budget Decisions

    Creative Strategy

    Campaign Evaluation

    Media Strategy

    Brand Positioning Target Market

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    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

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    Hierarchy of effectsCommunication Process

    Awareness

    Interest

    Liking, Preference

    Purchase, Action

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    Creative Strategy

    Develop the USP unique selling proposition orthe Creative Hook

    Unique Selling Proposition Translates brand positioning into a compelling

    message.

    Objective is Memorability

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    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
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    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

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    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
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    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
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    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 .

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    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

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    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

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    Advertising Planning Process

    5 May, 201214

    Advertising Objectives

    Budget Decisions

    Creative Strategy

    Campaign Evaluation

    Media Strategy

    Brand Positioning Target Market

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    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

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    Fertilizer Industry

    5 May, 201216

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    Major Fertilizer Companies

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    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

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    5 May, 201218

    Cooperative Sector :

    Indian Farmers Fertiliser Cooperative Ltd.

    Krishak Bharati Cooperative Limited

    Public Sector :

    Rashtriya Chemicals & Fertilizers Limited

    Madras Fertilizers Limited

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    Hierarchy of Strategic Objectives In FertilizerCompanies

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    BRANDS

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    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.+
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    PRODUCT LAUNCHING-

    BOOSTER[MCF]

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    CROP SEMINAR

    KRISHIMELA

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    KRISHIMELA

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    PRODUCTS

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    PRODUCTS OF GSFC

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    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

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    5 May, 201227

    Thank You