rasna

1IMPACT OF ADVERTISING ON BUILDING A BRAND- A CASE IN POINT –ADVERTISING RESEARCH FOR RASNA UTSAV (REAL CASE STUDY) 2 OUR FOCUS Theme communication for Rasna. 3 RESEARCH PERSPECTIVE  To evaluate the effectiveness of our TVC.  And, obtain all relevant diagnosis.  To help in developing, fine tuning our communication for the next season. 4 THE MEASURE AND METHODOLOGY Noticeability Effectiveness Involvement integrated Motivation. Measured using the Ad Eval communication testing methodology. Research methodology Face-to-face interviews using a structured questionnaire administered at a central location. Intrusive interest post forced exposure in a relevant clutter. Diagnostic inputs Content, message recall and points and impressions gathered. 5 STUDY DESIGN At home Eligibility ascertainment Invitation to in-hall In-hall Involvement – Motivation measurement for the ad Forced exposure to Rasna ad Noticeability measurement Exposure to Rasna ad in a relevant clutter The Rasna ad and the clutter was exposed to B&W TV viewers in B&W. And, colour TV viewers in colour. 6 STUDY SPECIFICS Target group Housewives from SEC A/B/C/D households aged between 20 to 45 years. Who have bought a preparation category brand at least once a month, this season. Centres Delhi, Pune, Chennai Sample size 315 spread equally across the three centres. Fieldwork timing June 2003 7 SALIENT FINDINGS 8 REPORT STRUCTURE  Evaluation of our TVC • Intrusive interest • Motivation power • Diagnostics   The implications 9 CONSUMER BACKDROP  Are predominantly from SEC A,B in Delhi (77%) and SEC B/C in Chennai (82%), Pune (82%).  Colour TV ownership is high (Delhi 94%, Pune 87%, Chennai 72%). In Chennai, a substantial proportion own only a B&W TV (28%).  Refrigerator penetration is near universal in Delhi, while only third of households in Chennai own one. In Pune, more than half own one.  The housewives are full time housewives with school level education spread across age groups. To know more about the profile click here 10 RESPONSE TO OUR TVC 11 NOTICEABILITY 12 NOTICEABILITY MEASUREMENT METHOD (1)  The measure of noticeability is intrusive interest so that we capture real registration of the TVC and not just blind recall/noise in the clutter.  Intrusive interest is measured at two levels - • Top-of-mind – ad found most interesting to watch • Any spontaneous mention – which other ads did you find interesting to watch  The clutter used consisted of the ads that were relevant to the target audience and were decided in consultation with client. 13 NOTICEABILITY MEASUREMENT METHOD (2) The Ads In The Relevant Clutter • Ariel • Ayush soap • Clinic Plus • Dabur Vatika • Godrej Pentacool • Pepsodent • Pepsi • Rasna • Stayfree • Tata Tea • Anchor white toothpaste • Arun ice-cream • Ayush soap • Lux • Mirinda • Mortein • Preethi Mixer • Rasna • Voltas Vertis • Whisper Delhi/Pune (Hindi) ads Chennai (Tamil ) ads 14 INTRUSIVE INTEREST : CHENNAI Ads Found Interesting (Mentioned Spontaneously) Rank 1 Any Rank 97 53 60 54 45 28 40 39 26 28 39 17 14 10 6 6 5 4 1 0 Rasna Arun Ice Cream Lux Mirinda Mortein Anchor White Whisper Ayush Soap Voltas Vertis Preethi Mixer Base : All respondents - 109 Rasna is the dominant leader. In fact, interest in the Rasna ad is universal. % 15 OVERALL NOTICEABILITY OF RASNA AD 75 91 96 96 96 100 100 42 40 96 91 89 97 99 39 0 20 40 60 80 100 Ad found most interesting Ad found interesting Recall ad from clutter spontaneously Recall ad on aiding with category Recall ad on aiding with brand % Delhi Pune Chennai Base : All respondents –Delhi - 101 , Pune – 105, Chennai - 109 Everyone recalls the ad from the clutter. And, most find it interesting – more so in Chennai. All coding rank 1 in Q1a Any rank 1 in Q1a Rasna coded in 1a or b Rasna coded in 1a or b or c Rasna coded in 1a or b or c or d 16 OVERALL NOTICEABILITY : BY SEGMENTS DELHI 73 89 98 98 79 92 92 97 97 94 76 92 0 20 40 60 80 100 Ad found interesting Recall ad from clutter spontaneously Recall ad on aiding with category Recall ad on aiding with brand % SEC A SEC B SEC C/D 67 86 93 93 81 95 98 98 0 20 40 60 80 100 Ad found interesting Recall ad from clutter spontaneously Recall ad on aiding with category Recall ad on aiding with brand % 20 - 30 years 31 - 45 years 84 93 91 96 97 97 96 96 0 20 40 60 80 100 Ad found interesting Recall ad from clutter spontaneously Recall ad on aiding with category Recall ad on aiding with brand % Have a child 2-12 years Others Interest in the ad is higher among those above 30 years. No other differences seen across segments. SEC Age segments Those who have a child in 2-12 years vs others @ @ Small base @ 17 OVERALL NOTICEABILITY : BY SEGMENTS PUNE 95 94 95 100 100 100 100 96 96 89 84 94 60 80 100 Ad found interesting Recall ad from clutter spontaneously Recall ad on aiding with category Recall ad on aiding with brand % SEC A SEC B SEC C/D 89 95 95 88 98 98 93 90 80 100 Ad found interesting Recall ad from clutter spontaneously Recall ad on aiding with category Recall ad on aiding with brand % 20 - 30 years 31 - 45 years SEC Age segments @ @ @ Small base Interest is a little lower in the lower SEC. And, a little higher among those who have a young child. 94 94 97 97 85 100 100 94 0 20 40 60 80 100 Ad found interesting Recall ad from clutter spontaneously Recall ad on aiding with category Recall ad on aiding with brand % Have a child 2-12 years Others Those who have a child in 2-12 years vs others 18 OVERALL NOTICEABILITY : BY SEGMENTS CHENNAI 100 100 100 100 100 100 100 97 100 98 96 100 0 20 40 60 80 100 Ad found interesting Recall ad from clutter spontaneously Recall ad on aiding with category Recall ad on aiding with brand % SEC A SEC B SEC C/D 98 100 100 100 96 98 100 100 0 20 40 60 80 100 Ad found interesting Recall ad from clutter spontaneously Recall ad on aiding with category Recall ad on aiding with brand % 20 - 30 years 31 - 45 years Interest is a little higher among those who have a young child. SEC Age segments @ @ Small base 85 94 97 97 93 98 100 100 0 20 40 60 80 100 Ad found interesting Recall ad from clutter spontaneously Recall ad on aiding with category Recall ad on aiding with brand % Have a child 2-12 years Others Those who have a child in 2-12 years vs others 19 BRAND NAME REGISTRATION % Recall brand as… Delhi Pune Chennai Rasna 81 95 89 Rasna Utsav 13 1 4 Base : All respondents 101 105 109 Most recall the brand as Rasna. 20 SPECIFIC REACTIONS Liked at least one aspect in the ad 98% • Like the child/child is cute 32 • Boy offers to do the household work 29 • Like the mother child relationship shown 22 • Like the orange/Nagpur orange flavour 12 Base : All respondents 315 Likes centre around the child. No dislikes 96% No dislikes are voiced. 21 EFFECTIVENESS OF THE TVC 22  Consumers are then categorised into : Motivated (involved and motivated), involved only (involved, but not motivated), recall only (neither involved, nor motivated), by -pass (motivated, but not involved).  Apart from the AdEval Score, the shape of the categorisation table is also suggestive of the motivation power of the communication. Shape of the table What it suggests ________________ ___________________________________________ High motivation and involvement Neither does it motivate nor involve Tuned-out effect- suggesting differential effect on different segments Typical of entertaining communication that fails to bond the message to the brand ____________________________________________________________________  The AdEval Test System is based on the proven principle that communication which involves the audience and motivates them to change their attitudes, behaviour - will be effective in real life.  It involves measuring involvement on three parameters - extensiveness, intensiveness of appeal and relevance of the communication. And, motivation on three parameters - opinion formed, increased interest to seriously consider for purchase and importance of impressions received from the communication. EFFECTIVENESS MEASUREMENT METHOD 23 MOTIVATION POWER % The Ad Eval scale Delhi Pune Chennai Involved & Motivated 94 88 91 Involved Only 2 3 1 Recall Only 1 4 3 By-pass 3 6 6 Base : All respondents 101 105 109 The advertising has very high motivation power. 24 SEC A SEC B SEC C/D 20 – 30 years 31- 45 years Have a child 2-12 years Others MOTIVATION POWER : BY SEGMENTS Delhi Pune Chennai 79 92 89 94 80 91 82 91 97 96 91 97 91 100 89 86 94 85 96 91 91 All – 94% All – 88% All – 91% % @ @ @ @ Motivation power is high across segments. @ Small base @ 25 TO LOOK AT NEXT What Is the Communication Received That Has Resulted in High Motivation Power? 26 MESSAGES RECEIVED Key messages % For children 70 Taste 67 Ease of preparation 65 • Easy to prepare 57 • Takes less time 27 Add-on benefits 47 Economy 37 • Price is less 23 • More glasses per pack 16 Fresh product 315 Base : All respondents 45 Healthy 35 Thirst quenching 35 Is refreshing Refreshing drink, health, economy are the other messages received. Some articulate that the product is fresh. The key messages received are suitability for children, taste and ease of preparation. 27 FROM WHERE HAVE THEY RECEIVED THESE MESSEGES 28 SUITABILITY FOR CHILDREN The child The mother giving into the child’s demands The child in the ad and the mother giving into the child’s demand for more Rasna – are the key contributors to suitability for children. Nagpur orange also contributes. • Bacche Rasna pi kar ke kush ho jate hain…. • Bacchon ko bahut pasand ata hai… • Baccha kush ho kar ke pe raha hai…iska matlab bacchon ke liye accha hoga… • Baccha Rasna nahin milne par gussa ho jata hai…maa manane ke liye Rasna deti hai…baccha khush ho jata hai….bacchon ko achcha lagta hai… • Bacche ko Rasna de kar ke manaya ja sakta hai…. Nagpur orange • Rasna is good for children because it has the taste of fresh Nagpur oranges which gives energy to the child… 29 TASTE (1) Boy’s eagerness to do household work for Rasna has high pick up. And, is a key contributor to taste perceptions. • Bacche Rasna ke liye kuch bhi karne ko tayar hote hai… • Eske swad accha hai kyunki bacche char glass pi liye hain phir bhi aur pina chahte hain…is liye kam karne ko tayar hai… • Wo koi bhi kam kar sakta hai sirf Rasna peene ke liye… Boy offers to do household work for Rasna 94% Base : All respondents 315 30 TASTE (2) % • Mother says no Rasna even if your work/you have already drunk four glasses 93 • Boy is sad 66 • Mother gives Rasna to boy 90 • Boy is happy on getting Rasna/Hugs mother/Says ‘I love you mummy’ 86 Base : All respondents 315 Boy’s sadness on mother’s refusal and the transformation to happiness on drinking Rasna has high pick up. And, contributes to taste perceptions. • Esme Rasna ke liye bacche ko jid karte dikhaya gaya hai… • Rasna ka swad accha hai kyunki baccha ko accha lag raha tha… • Maa ko bachhe par pyar aa jata hai phir maa bacche ko Rasna de deti hai…maa bhi khush…baccha bhi khush… • The boy is stubborn that he wants Rasna…gets angry and stands at the door when his mother refuses.. When his mother gives him Rasna…he is happy…hugs her…says “I love you mummy’. 31 TASTE (3) The Bond Between The Mother And The Child % Bonding between mother and child 64 • Boy says I love you mummy 58 • Boy hugs mother 13 Base : All respondents 315 • Rasna peene ke bad baccha apni mummy ko kehta hai ‘I love you mummy’…yani ki Rasna accha hota hai ki baccha kushi kushi se kehta hai ki aap bahut acchi ho…. • Rasna se apas mein pyar bardtha hai… The bonding between the mother and child is picked up. It adds to taste perceptions because it is perceived as the boy’s appreciation of the mother for giving him a tasty drink. 32 TASTE (4) The tagline The tagline also communicates taste as they interpret it as the boy’s happiness with the taste that leads him to say ‘I love you Rasna’. • Peene ke bad baccha kush ho kar ke kehta hai ‘I love you Rasna’…. I love you Rasna 65% Base : All respondents 315 33 TASTE (5) Orange flavour The orange flavour, specifically, Nagpur orange enhances taste perceptions, as Nagpur oranges are perceived as the best oranges available. • Swadisth orange flavour bataya gaya hai …. • Iska taste bahut accha hai kyuke isme santara hai… • Orange colour…flavour…is good… • Santre ka taste sabse accha hai… Orange flavour 77% • Nagpur ke orange famous hote hain is leye taste accha hoga aur bacche bar bar mangte hain… • Rasna mein Nagpur orange hai jo bacchon ko bahut pasand ata hai… • Nagpur ke santare sabse acche hote hain… • Nagpur santare ke liye mahshoor hai…is leye Rasna ka taste accha hoga… Nagpur orange 65% Base : All respondents 315 34 TASTE (6) The Mixing Shot % Mixing shot 73 • If powder and liquid are mixed then the taste is good 4 Base : All respondents 315 The mixing shot has high pick up. But the audio in the shot has very low pick up. And, it does not contribute to taste perceptions. 35 EASE OF PREPARATION % Available Advertised in the TVC Sweetened powder drinks 86 39 Soft drink concentrate 82 26 Unsweetened powder drinks 73 16 Squashes/syrups 62 22 Ready to drink 58 3 Base : All respondents 315 315 For many, the type advertised in the TVC is sweetened powder. - • Add sugar 50 • Orange powder and liquid are mixed 315 55 73 Base : All respondents • Rasna being prepared Mixing shot The super ‘add sugar’ is missed which has perhaps led to perceptions that the type advertised is sweetened powder. The mixing shot and ‘sweetened powder’ have contributed to perceptions of ease of preparation. • Powder aur liquid mix karne se Rasna turant asani se ban kar tayar ho jata hai… • Rasna bahut asani se tayar ho jata hai… • Liquid aur powder mix kiya bas tayar ho gaya… 36 HEALTHY DRINK Drunk by child • Isme kuch bhi hanikarak nahin hai jo ki soft drink ke liye bahut mahatwapurn hai….isliye bacche ko pilaya ja saktha hai… Nagpur orange • Nagpur orange hai…peene ke liye swasthawardhak hoga… • Nagpur ke fresh fruit ka bana hai, bacchon ke liye accha hoga… Healthy drink is received from Nagpur orange and suitability for children. 37 ECONOMY • Its price is less… Rasna …price is less… • A lot of people can drink from one pack… Familiarity with Rasna contributes to economy. 315 Base : All respondents The 32 glass pack is not picked up and does not contribute to economy perceptions. 32 glass pack 3% 38 FRESHNESS • Rasna is good for kids.. will remove tiredness… • Is Rasna mein tazgi hai… Rasna and their familiarity with Rasna is the contributor to freshness. 39 TO LOOK AT NEXT  Are there any differences across centres.  Why these differences. 40 MESSAGES RECEIVED % All Del Pun Che Taste 67 80 58 62 For children 70 74 75 61 Ease of preparation 65 72 67 58 • Easy to prepare 57 68 57 47 • Takes less time 27 20 48 15 Is refreshing 35 50 26 29 Thirst quenching 35 34 33 38 Healthy 45 57 27 52 Economy 47 15 49 74 • Price is less 37 11 33 65 • More glasses per pack 23 5 38 37 Fresh product 16 42 6 3 Base : All respondents 315 101 105 109 Taste, fresh product is received to a greater extent in Delhi. And, economy is received to a greater extent in Chennai. 41 WHY IS TASTE BETTER RECEIVED IN DELHI % Aspects recalled All Delhi • Boy offers to do household work for Rasna 94 94 • Mother says no Rasna even if you work/you have already drunk four glasses 93 95 • Boy is sad 66 61 • Mother gives Rasna to boy 90 97 • Boy is happy on getting Rasna/Hugs mother/Says ‘I love you mummy’ 86 91 • ‘I love you Rasna’ 65 45 • Orange flavour 77 94 • Nagpur orange 58 80 – Nagpur has the best oranges 9 22 Base : All respondents 315 101 Nagpur orange is the key contributor to better taste, health perceptions in Delhi as it is the sole element that has better pick up in Delhi compared to others. In a growing SDC market like Delhi ‘I love you Rasna’ has a lower pick up. 42 WHY IS ECONOMY RECEIVED TO A BETTER EXTENT IN CHENNAI % All Chennai • 32 glass pack 3 2 Base : All respondents 315 109 Familiarity with Rasna is perhaps the contributor to better economy perceptions in Chennai. The pick up of the 32 glass pack is lower there. 43 IN SUM  The Rasna ad leads on noticeability in a clutter.  It has high motivation power.  The key messages that are received (and drive motivation) are taste, suitability for children, ease of preparation. The other messages received are economy, health, refreshing drink.  The key contributors to the messages are - • Suitability for children The storyline, specifically, the child shown • Taste The storyline – child’s eagerness to do anything for Rasna, his sadness at his mother’s refusal, his happiness on getting Rasna. The tagline Orange flavour – specifically Nagpur orange. • Ease of preparation Mixing shot In fact, it cues ‘sweetened powder’ in a growing SDC market. • Economy Familiarity with Rasna. The 32 glass pack does not add. In fact, it is not picked up. • Health Nagpur orange, suitability for children. • Freshness Familiarity with Rasna 44 RELEVANT IMPLICATIONS 45 THE RASNA ‘NAGPUR’ ORANGE TVC  It communicates the intended messages very well.  And, the messages are well integrated into the storyline and drive motivation.  Recommend continuing with the TVC as is.  The TVC has excellent clutter through.  Its motivation power is very high. 46 NAGPUR ORANGE  Typifying the orange and appropriating the property of best orange (Nagpur orange) has enhanced Rasna perceptions. • In markets where Nagpur orange is received to a greater extent taste, health, fresh product is better received. Associating the Rasna flavour with the ‘best’ in that flavour is a step in the right direction. Worthwhile reinforcing in the pack as well. 47 SOME CONSIDERATIONS FOR THE NEXT SEASON  ‘SDC’ is not picked up, specifically in growing (not so strong) SDC markets (like Delhi).  Could consider communicating ‘SDC’ without detracting from the motivation power. • Reinforcing the audio on ‘mixing’ in the product window. • Hindi/vernacular super on the need to add sugar. 48 ECONOMY  Economy is a key driver for Rasna.  Is not picked up in the current communication, specifically, in growing (not so strong) markets like Delhi. • The key cue to economy ’32 glass pack’ is not picked up. Or Could consider running a separate ‘economy’ ad in growing (not so strong) SDC markets. Could consider heightening economy perceptions without detracting from the motivation power of the ad. Showing more glasses filled with Rasna in the pack shot ? 49 APPENDIX 1 50 THE HOUSEHOLD 44 18 17 33 24 33 24 58 49 0 10 20 30 40 50 60 70 80 90 100 Delhi Pune Chennai % A B C/D Base : All respondents : Delhi – 101, Pune – 105, Chennai - 109 7 27 26 10 37 28 39 22 36 44 14 10 0 10 20 30 40 50 60 70 80 90 100 Delhi Pune Chennai % Upto Rs 3000 Rs 3001 - 5000 Rs 5001 - 8000 More than 8001+ 7403 4875 5034 Average (in Rs) SEC Monthly family income 51 DURABLES OWNED % Durables owned Delhi Pune Chennai • Colour TV 94 87 72 • B&W TV 16 13 30 • C&S connection 90 49 88 • Refrigerator 97 59 35 Base : All respondents 101 105 109 52 THE HOUSEWIFE % Age (in years) Delhi Pune Chen • 20-25 12 12 20 • 26-30 31 39 28 • 31 – 35 30 15 23 • 36 – 40 25 16 26 • 41 – 45 3 17 3 % Education of housewife Delhi Pune Chen • School 12 26 27 • SSC/HSC/+2 42 54 61 • Some college but not graduate 1 3 6 • Graduate/Post graduate 46 17 7 % Housewife – working status Delhi Pune Chen • Not working 90 89 97 • Working full time 8 6 3 • Working – part time 2 6 - Base : All respondents 101 105 109