Soap
Soap
Soap
INTRODUCTION OF ADVERTISING
Definition :
• National Advertising :-
• Professional Advertising:-
• Trade Advertising:-
Mobile Advertising
ADVERTISING APPROACHES
INFORMATIONAL/RATIONAL APPEALS
1. Feature
2. Competitive advantage
3. Favorable price
4. News
5. Product/service popularity appeals.
1. Feature Appeal
2. Competitive Advantage
3. F a v o r a b l e P r i c e A p p e a l
4. News Appeal
EMOTIONAL APPEAL
TRANSFORMATIONAL ADS
HUMOR APPEAL
Humorous ads are often the best known and best
remembered of all advertising messages. Humor is
generally presented through radio and TV commercials as
these media lend themselves to the execution of
humorous messages. However, humor is occasionally
used in print ads as well.
advertised.
Graph 1.9.1
Graph 1.9.2
Table 1.9.1
The Indian television industry has grown rapidly,
especially since 1991, which saw the beginning of
satellite broadcasting in India. This growth was also
aided by the economic liberalization program of the
Government. The growth of the satellite television
audience saw proliferation of a number of satellite
television channels offering more choices to media
buyers and consumers of entertainment. Thus, the
television broadcasting business, which started off as a
single government controlled television channel, now has
over 300 channels covering the Indian footprint,
resulting in growing ad spends on this medium. Reforms
and proliferation of private players were the key reasons
for this rapid growth of the share of television in the
advertising industry.
INTRODUCTION OF SOAP
INDUSTRY
Soap Industry consists of more than 2,000 factories,
150 in organized sector and the rest are cottage
industries meeting the needs of consumer in lower
economic class, manufacturing one of the most essential
item “Soap” used by every person, every home, every
day. Although soap is generally known as a cleaning
agent and most of the soap today produced is for
cleaning purposes, it finds extensive use in many
diversified fields such as processing of textile, paper
industry etc. The important characteristics of soap is its
ability to act as an emulsifier by removing dirt,
penetrating porous materials dispersal of solid particles
removal of oil and grease and production of foam when
shaken or stirred.
Table 2.1.1
In general, the more evolved the market, the more
species of soap products will be found in a consumers’
household. Hence, in a developed country special soaps
or NSDs may be used for washing: colored clothes; white
clothes; delicate clothes; dishes; hands; windows;
floors; toilets; kitchen surfaces; carpets; for bathing,
showering and shampooing of children, babies, adults
and teenagers’ (and teenage faces). In emerging markets
one or two types of soap may serve all of these
purposes. More recently new soap-like cleansing bars
made of NSDs have appeared on the market. These
overcome the problem of soap not performing well in
areas of hard water and can have a less drying effect on
the skin (e.g. Dove).
Table 2.1.2
2 . 2 S O A P - A B R IE F H I S T O R Y :
2.4 G L O B A L S O A P I N D U S T R Y :
Table 2.4.1
ANALYSIS OF ADVERTISEMENTS
3.1 LUX:
Lux stands for the promise of beauty and
glamour as one of India's most trusted personal
care brands. Lux continues to be a favorite with
generations of users for the experience of a
sensuous and luxurious bath.
Television Advertisements:
Analysis of Advertisement
Analysis of Advertisement
Analysis of Advertisement
Print Advertisement:
(Famina Magazine)
Analysis Of advertisement
(Gujarat Samachar)
Analysis Of advertisement
Analysis Of advertisement
Analysis of advertisement
Television Advertisement:
3.2.1 FAIR & LOVELY SOAP
Analysis of Advertisement
3.3 BREEZE:
Print Advertisement
3.3.1 BREEZE
Analysis of Advertisement
fortnight.
Television Advertisement
Analysis of Advertisement
Analysis of Advertisement
Analysis of Advertisement
Analysis of Advertisement
Analysis of Advertisement
safaaya kare.
PUNCH LINE "Muhaase? Woh kya hota hai?"
MEDIA Television
CELEBRITY A common girl
SEGMENTATION Girls, Women, Special Girls or
women who have Pimple problem
TARGET AUDIENCE Girls or women who have pimple
problems
POSITIONING By product attributes & benefits
STRATEGY
APPEAL Dramatization, Fear Appeal, slice
of life.
TIME/MEDIUM OF Prime time shows during noon &
ADVERTISEMENT night
FREQUENCY 15 to 20 times a day.
3.5 LIRIL:
Television Advertisement
Analysis of Advertisement
Analysis of Advertisement
3.6 PEARS:
Introduced in India in 1902, Pears soap has no equal.
It is gentle enough, even for baby's skin.
Television Advertisement
3.6.1 PEARS
Analysis of Advertisement
Analysis of Advertisement
3.7 DOVE:
Dove soap, which was launched by Unilever in 1957,
has been available in India since 1995.
It provides a refreshingly real alternative for women
who recognize that beauty is not simply about how you
look, it is about how you feel.
Television Advertisement
DOVE SOAP
Analysis of Advertisement
3.8 CINTHOL:
Today in the market, Cinthol has three distinct
variants, borne out of market needs and consumer
studies. Cinthol Deodorant & Complexion soap continues
to operate in the 'healthy skin' category.
The soap offers numerous 'do-good' benefits such as
total and complete skin protection.
Television Advertisement
Analysis of Advertisement
Analysis of Advertisement
Analysis of Advertisement
3.9 PONDS:
Pond's has been synonymous with skin care in India
since 1947.
Television Advertisement
Analysis of Advertisement
MARGO SOAP
Analysis of Advertisement
Television Advertisement
JO BEAUTY SOAP
Analysis of Advertisement
Print Advertisement
Analysis of Advertisement
3.12 FA SOAP:
All soaps have the typical Fa fragrances. They are
free of preservatives and display the Fa's well
established "through and through" marbleization that is
visibly maintained right through the end of the soap.
Television Advertisement
FA SOAP
Analysis of Advertisement
Television Advertisement
Analysis of Advertisement
3.14 NIMA 2 :
The remarkable and phenomenal market response
received by Nima Rose soap within just two months of its
launch once again proved the merits of Nirma’s
commitment towards its consumers. Nima Rose soap has
got an exceptionally soft rose fragrance – which remains
around body for a long time even after bath.
Television Advertisement
3.14.1 NIMAROSE
Analysis of Advertisement
Analysis of Advertisement
3.15 SANTOOR:
Santoor is the flagship brand in the Wipro Consumer
Care & Lighting stable and the 2nd largest brand of Soap
in India in the popular segment of the category.
The brand enjoys two decades of trust since its
launch in 1986 and has grown to be counted amongst the
top brands in the Country in an intensively competitive
market.
Analysis of Advertisement
Print Advertisement
Analysis of Advertisement
times.
3.16 NIVEA:
Television Advertisement
NIVEA SOAP
Analysis of Advertisement
Television Advertisement
Analysis of Advertisement
Print Advertisement
Analysis of Advertisement
3.19 DETTOL:
Television Advertisement
Analysis of Advertisements
Analysis of Advertisement
Analysis of Advertisement
3.20 RIN:
Television Advertisement
RIN SUPREME
Analysis of Advertisement
Effective cleaning
Television Advertisement
VIM BAR
Analysis of Advertisement
STRATEGY
APPEAL Humor Appeal
TIME/MEDIUM OF During Prime shows of night &
ADVERTISEMENT noon time on the popular
channels.
FREQUENCY 20 to 25 times
3.22 WHEEL:
Wheel is India's number one detergent brand.
Launched in 1987, it cleans effectively with lesser
effort, making a laborious chore like washing light and
easy. Moreover, wheel does not burn hands or harm
clothes like some other detergents, which contain a
high percentage of soda.
Television Advertisement
Analysis of Advertisement
KNOWLEDGE IMPROVEMENT