Marketing Assignment Essay Writing Analysis Review Help: Market & Brand value of advertising: FCB Grid

Marketing Assignment Essay Writing Analysis Review Question:

Your assignment task is to evaluate a magazine print magazine advertisement that has been published in 2012. (Print magazines do not include “magazine” supplements, such as those in newspapers). Your analysis will be a 2500 word (± 10%) report that evaluates the advertisement in terms of:-

 • The consumer behavior relevant to the communication.

• The process of communication that is used in the advertisement.

• The execution of the creative strategy in the advertisement.

• What a competitor’s promotion strategy should do to counter the effects of the advertisement.

Answer the question frame is:

Target Market:

Following are the groups of people whom we will be targeting amidst the Demographics and Behavioural segmentation.

Young and Middle aged Working Professionals:

These represent a very promising and ever growing target segment. They are earning and do not mind spending provided they have nice time. After hectic schedule, they like to refresh themselves by hanging around and indulging in vacations.

Brand Evaluation:

     Evaluation of Consumer Behaviour: The entire set of consumers can be evaluated on the following basis of parameters as suggested below.

• Benefit Sought
  • For better service
  • For Lifestyle Needs
• Usage Rate
  • Daily Users
  • Weekly users
  • Yearly
  • Occasional Users
• Brand Loyalty (for the shoe)
  • Highly loyal
  • Average Brand Loyalty
  • Not Loyal
• Readiness to Buy
  • Experimenter
  • Non-experimenter

Based upon the above consumer behaviour traits the airlines has been positioned on the following attributes

A brand’s position is the set of associations the consumer has with the brand. Critical to unlocking and harnessing the potential of excellent design, advertising and communications is the development of a unique, sustainable and effective brand positioning. The best design or advertising will not work if does not effectively position the brand in your target market’s mind.

The table below is one of the models to develop compelling and sustainable brand positioning statements. We will use the model to propose the positioning for Aroma.

 Brand Personality

• Luxury
•  Comfort
•  Imaginative
• Passionate

Value for User

Having a good time

Emotional Rewards

• Happiness
• Absence of anxiety
• Relaxation
• Socializing

 Functional Benefit

• People can spend time with their friends
• People can celebrate any occasion. through a vacation
•  People can discuss any important issues.
• People can relax and enjoy good music and good food in a comforting environment

APPROACHES TO ADVERTISING

Various models have been designed to specifically asses the consumer knowledge and involvement in the brand. These models can be used as guideline to come up with various steps that can be used to prepare an advertising strategy. Measurement of brand equity and attitude melding can the underlying theories while considering the various models.

Some of the models that we will discuss are:

a)     Brand Equity model- David Asker

b)     Consumer Based Brand Equity- Kevin Lane Keller

c)     FCB grid- Vaughn

d)     Roister-Percy Model

BRAND EQUITY MODEL- David Aaker

Consumers prefer brands which have a high equity and with which they have strong associations. This is because they find it easier to trust known brands and enjoy the benefits it offers, feel more confident in using it and get more satisfaction. According to David Aaker, brands have equity because of 5 main factors. These five factors associated with the product or services add value to the firm and/or its customers. If not utilized efficiently, may also harm the brand.

Brand Awareness is one of the main reasons for advertising and should be done effectively to attract loyal customers. Any advertising strategy utilized should be effective enough to enhance all the values. Perceived Quality is another value that should be touched upon by the advertising campaign. Other proprietary assets refer to patents, trademarks, channel relationships, etc.

Brand Equity attainted through name or the symbol of the brand can be beneficial to both consumers and the firm.

Provides value to the consumer by enhancing:

• Interpretation/processing of the information
• Use Satisfaction
• Confidence in purchase situation

Provides value to the firm by enhancing:

• Brand Loyalty
• Brand extensions
• Efficiency and effectiveness of Marketing programs
• Prices/Margins
• Trade leverage
• Competitive advantage

CONSUMER BASED BRAND EQUITY- Kevin Lane Keller

Kevin Keller’s framework says that the brand’s equity is obtained by enhancing the Brand Knowledge, i.e. what the consumer knows about the brand. There is will be more consumer preference if the consumer is familiar with the brand and has more favourable and strong associations with the brand. The brand association can be brought about by the attributes of the product, the benefit it offers and the consumer’s attitude towards it.

 The role of Advertising is to increase the awareness of the brand and to familiarize the customers with the brand. There are different strategies to do the same. Advertising also creates favourable associations for the brand in the minds of the consumer. These associations are formed through advertising by forming a suitable brand image.

 The Brand Knowledge and Brand Equity of “Emirates” could be enhanced by suitable mode of advertising and optimum positioning of the brand. It is always a challenge for new products and brands to gain a suitable level of brand equity and awareness in a cluttered environment. It is even more challenging when it a new concept.  The advertising campaign should increase the awareness and build brand loyalty for a new brand.

FCB GRID

Consumer’s involvement in the product category, which refers to the consumer’s need for the information before deciding on the most suitable brand, is a very important factor which has to be addressed before deciding on an advertising strategy. FCB grid classifies the product into four categories.

EMIRATES is a high involvement, high feel product hence it comes in the fourth quadrant of the FCB grid. Since this is a “feel” product, various transformational motives can be applied to get positive feelings for the brand by the consumer. The advertisement can be emotional or a sense of excitement or a sense of togetherness can be shown. The advertising campaign can show feelings and nostalgia associated with the taste of the product. It is a “high involvement” product; it does need any prior research or information search. Hence the advertising campaign need not be too descriptive, short copy will do.

ROSITTER-PERCY MODEL

This grid has four quadrants, with involvement on one axis and whether the motivations are informational and transformational. Informational ads have negative motivations for example; the product can be used in case of an unfavourable situation or to avoid such a situation. While transformational motives are positive, if one desires a favourable feeling, one should use the product.

EMIRATES are more suited to follow a high involvement transformational motivation. Since it a feel product, positive ideas and image should be created in the minds of the consumers. EMIRATES require a unique and authentic emotional benefit. The ads should be frequent and likeable. Drama format may also be used to showcase the emotional benefit.

Brand Personality Strategy

One of the methods, a very important and successful one at that, is that of developing a brand and/or adding value to it. This is the metaphoric approach. Metaphoric definitions have the advantage of being more intuitive and those that can be easily related to by the consumer. One such metaphoric approach is Brand Personality.

As we know images speak a thousand words and if this image is a familiar person who the customer identifies with and can relate to on an individual level, then it becomes easy to connect with them. It also becomes easier to convey the message to the customers through the brand. Transforming the brand to this person is called the Brand Personality approach.

The term “Brand Personality” implies the set of human characteristics associated with a brand or the personification of a brand by the consumers and the communicators. These personalities are defined by unique combinations of demographic, lifestyle and individual identity attributes. Consumers as a part of the self-defining process, use possessions to describe themselves  and also to which group they belong,  especially in socially conspicuous product categories such as clothing, automobiles etc.(what is me is related to what I have)   Brands make personality statements, users associate a brand with a strong personality.

Brand personality can be developed at three levels –

• No conscious effort is put to create any image or personality. The consumers might form this image themselves. As a result, different consumers might view it as possessing different personalities.

• Personality dimensions and traits are built and conscious effort is put in to push the message across so that the desired personality is created in the consumer’s mind.
• An actual persona is created; giving it definitive characteristics, style statements etc. It might also be given a name and identity.

Brand personality of EMIRATES will be developed at second level where personality dimensions and traits are built and conscious effort is put in to push the message across so that the desired personality is created in the consumer’s mind.

Brand personality of EMIRATES

 User Imagery

The target segment for our product is the EMIRATES crowd between the age of 25-60 and belonging primarily to the SEC of A1, A2, B1 and B2. The consumer here has a varied attribute depending upon the age and the economic status. So this would include middle aged people who are working professionals as well as old non working people. The common feature that they would be looking for in the service would be a comfortable place to socialize with friends and family with an exotic travel ambience to it. So the promotional campaign should reflect these two attributes clearly.

The general consumer that the service is trying to cater to is an urban individual. He is well educated and would generally belong to A2 and B1 class of the SEC.

The underlying assumption is also the fact that they are well to do and are interested in spending some time as well as money which provides a warm ambience and a good variety too chooses from. They are brand aware and would like to visit a place which has an established reputation Taste as such cannot be directly reflected through an image. So, there needs to be implicit connections between the picture and the taste that we are trying to project. A common attribute that reflects the quality of an airline is the kind of ambience it.

Concept

The advertisement through visual media should basically contain a group of friends having a nice time sitting at a cafeteria. The ambience should be airy and reflect the level of comfort… The visual should show the group of friends enjoying and chatting while holding the cup of tea in their hand. The logo on the airlines should be clearly visible so as to drive home the brand name. The group of friends would be young people. There would be others like people in formal shirt sitting and enjoying a cup of tea which would reflect the point that working professionals also can quality time here. Not only that, there would be a visual of an old couple reliving their past youth looking at the enthusiastic kids thus trying to make it relevant to the older group of customers as well. All of these customers are shown to be greeted in a friendly manner. This would end with the logo of the brand being highlighted as the rest of the things happening in the background get blurred. The whole visual should have a lively music to complement the main theme of the advertisement.

Print Ad

The print ad should have a simple image of two friends having a nice time. This can be two young girls or a girl and a boy. There can be multiple print ads which can show various themes of the service. There can be one print ad which drives home the point that it’s a nice place to hang out. This would primarily contain a vibrant background and some young people dressed in vibrant colours. This can be supplemented with advertisements customized for each user group such as the working professionals where a guy in formal dress up is working on his laptop and sipping tea can be shown. The logo should be prominent in each of the ads. The final ad can showcase the proposition to the older crowd by giving a sepia tinge to the whole image showing nostalgia of nice times that they had when they were young and the fact that they can relive it again by spending time at the cafeteria with a cup of tea.

Branding

Brand Name

“Emirates “the name indicates that brand strongly focus on its place of origin. The brand name clearly reflects the concept of providing offerings made out of exotic beverage which a customer can enjoy with friends through the journey.

Creative Approach – New Adopter Hierarchy

The Airlines chain will essentially have the existing airlines as its main competitor. Hence, the above model is the most suited one for this. In the initial stages, the target audience has to be made aware of this new offering. But, mass media advertising will NOT be the approach as the outlets and the experience would speak for the brand. To create the awareness and to generate the interest among the target audience, following things can be done-

Through television Ads and Print Ads Contests

 By holding contests around famous youth TV serials where the characters Winners of the contests can be awarded the serial’s merchandise. Also, by sponsoring programmes on channels like [V] and MTV. These channels are viewed by lot of young people and thus tying up with these channels provide excellent platform to create awareness and interest about the chain.

Co-Branding Activities

 By tying up with young brands like Wrangler and Pepe and organizing contests for target audience.

Association with movies

The movie market is like no other market. The airlines can feature in some movies with the stars visiting them in the movie or having some scenes shot in the airlines. Important thing is the movie’s target audience should match with that of the airlines.

Ticket Sales

The airlines can be involved in selling tickets of various events in the city like music concert or sports event which attract similar target audience as that of the “Emirates”

 ME83

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