The barriers that are encountered by most of the target market involve work and university demands which lead to a day-in day-out-repetitive nightmare. Your website and your branding are a great place to try some creative marketing. It evolved with industrialization as early as the 1820s as a way to wrap commoditized products in an inspiring experience. Advertising does not sell office automation products. The communication objective: Gold Ribond is a premium whisky which offers freshness in a memorable manner. They also accumulate data on high vehicular regions to assess where it is worth setting up permanent service points. 5 crore, a market share of 37.3 per cent-by the end of 1990. High levels of creativity combined with a powerful strategy … 14 crore. In Oct., 1988, the company decided to come back with the expanded product range, strengthened and revamped sales infrastructure. Could a new brand offer a benefit which consumers wanted but which was not being offered by existing brands? 1 Diplomat). pack was introduced and by the August 95 the company had sold nearly Rs. The Alpha Lap victory was the best thing that could have happened to the scooter. 21 for 2 kg. The advertising strategy is different from your creative or copy strategy. Sleek helped the brand attain sales of over 1.2 lakh units in 1990-91 growth of 83 per cent from the sleek less year before. Thirty plus aroused maximum interest among respondents, who admitted that they felt good asking for a product that measured them they were only over 30. 10 Creative Marketing Examples. Video marketing is a great place to stretch your creative muscles. The communication stressed that paying up would allow a tax payer to Haunt his wealth with pride, without fear of the tax man and negative appeal was used. Just because you’re in business doesn’t mean you need to take yourself so seriously all the time. After there years of running of gracious people campaign in 1987, consumer feed-back suggested that the life style and personality of the Gold Flake Filter King consumer wasn’t getting through. Coca Cola’s Share-A-Coke strategy. Buffy is one of the first websites I remember seeing that uses testimonials to sell the product right on the homepage. } Essays, Research Papers and Articles on Business Management, Advertising Budget Allocation | Management, Advertising: Decision Areas and Role | Management, Choosing the Advertising Media: 3 Factors. Check out a few great examples here, here, and here. Though it was available in four regions of the country by the end of the first year, it took another year for CD 100 to go national. It would have made the claim much more diffident and tentative. Tracking studies a year after the launch showed a 70 per cent awareness level. The task was to convert the negative—low hang over – into a positive statement of benefit. Premium Riband got the thumbs down because the word ‘premium’ in India represents a whisky category which includes Peter Scot, Vintage and Royal Challenge. 1. Advertising whisky, was banned but not advertising a product of the same name as that of the whisky. The success of VDIS 97 have done extensively good for the reputation of Indian advertising. ‘Celebrate the feeling’ replaced the ‘gracious people’, and the couples moves out door – to the beach, on a trendy dune- buggy, and dressed in T-shirts and shorts. Slice of life visual showing the Gold Riband man getting into his maruti the morning after, on his way to work while his wife happily waves to him. The bigger the brand, the simpler the creative advertising. creative strategy Statement of advertising goals, the target audiences, the intended creative propositions, and the means of expressing them in a particular advertisement or campaign. Awesome Post Thank You for sharing an article, Your Article is very nice and helpful …, PPC Management Site Testing Analytics Consulting, (877) 956-7510384 S 400 W #200 Lindon, Utah, 84042. Check out this ad we made about how relationships with agencies are a lot like relationships with people! The centerfold in movie magazine was sponsored and the star featured every month was called the movie Bagpiper discovery of the month. When a manager buys office automation products, the process is different from his buying durables at home. If you really want to stand out, consider the following: Be different. Specific models came into the picture only when the consumer is evaluating his options. Privacy Policy 9. The rest of the money can be used productively. Black Knight, one of the leading whisky brands from Mohan Meakin, used to work on a shortage situation and rationed itself. They can access your social media platform, send you e-mails for more information, or call you about a purchase. As Hero Honda did not want to dilute its rational appeal, so through its ad agency HTA, created a campaign featuring ordinary youngsters testifying to CD 100’s. At around Rs. After all, if you’re spending time and money to work with a firm on a well-executed advertising or marketing campaign, you want to make certain you’re getting the most out of your partnership. It was first time that a scooter had crossed the Sahara. 10 Great Creative Image Advertising Examples To Copy. Every day the days left were written to highlight the importance and to increase the fear appeal. don’t you dare tell me black money is necessary to do business … I used to sleep on pavements . source: 'leadsource', Should you be leveraging OTT Advertising. Your website and your branding are a great place to try some creative marketing. Jeetendra, the ‘every-green Hero’, was high on the list. Templates are actionable and they fill an immediate need that your audience has. More specifically, PNCL was keen to enter the “regular” or “popular” segment which makes up 40 percent of the whisky market. Until the campaign, in the consumer mind, it was a care of modi xerox and the rest. Next on HHML’S agenda was an attack on the small town and rural markets, which were still ruled by the hardy Rajdoot. This phase started from Dec 1, 1997. Hero Honda when it was launched it positioned the brand Hero Honda CD 100 on fuel economy of 80 km a litre almost twice what a scooter was known to give. In 1987-88 (July-June), sales grew by an impressive 96 per cent to about 84,700 units. stk: 'source_stacking__c' Ulka, the advertising agency came with the catchy slogan ‘fill it shut it forget it’. The obvious move: create dissonance on the prevalent buying behaviour. India’s per capita consumption of cigarettes is 101 sticks per year and 8 billion sticks per month and it is 10% of world’s consumption. $form.find('[name="' + fieldMap[f] + '"]').val(window._src[f]).change() Asking people to file their returns even if they don’t come under the taxable income bracket, 2. And the regional brands like Shakti Bhog were fighting on price. Content Guidelines 2. For example, consider the following: Are you competing with a big name brand like Nike or Haverty’s furniture? if(window._src && window._da) { CREATIVE STRATEGY Prepared By Nijaz N 2. Besides that all the top revenue officials toured extensively convincing. onFormReady: function($form, ctx) { The two couples are young but not collegian, indoor but out in the verandah, fairly relaxed but not frivolous, modernly clad but not too casual. In April 1986, the first batch of 100 cc Kinetic Honda scooters rolled out from its factory at Pirmpura in Madhya Pradesh on to Indian Roads. In 1985-86, Doordarshan decreed that if the sponsor was a liquor company, its name could not be flashed on the TV screen. Showcase your personality on your site. In 1989 a series of ads were run with the head line “did you know”? Table B: The intensity of each creative advertising strategy. Ajanta Pharma was set up originally as a small packaging unit in Aurangabad. Subsequently, the scooter was entered in a series of monsoon rallies organised by a Bombay racing organisation, sports crafters (every year during the rains). 45,000 lower than the modi Xerox. The Milwaukee River Keeper organization created a clever design that incorporates the waterway’s spouts as art elements … The message was a show that earning money didn’t imply that evasion had to follow with little fear appeal. She can be contacted at The creative brief is a plan for the tactical execution of the brand message. Google’s related search feature will fill in the blanks and give you insight into what large volumes people are searching for. In this example, McDonalds simply promote the fact they are open at night by the use of two cleverly positioned lamps, which shine down on the billboard to create the famous ‘golden arches’ brand symbol. The campaign continues with no change in layout and execution, except for the incorporation of new film stars to maintain consistency yet prevent the brand personality from getting jaded. Though still competitive, it wasn’t enough to ‘ ensure profits. Gold Flake, the ITC brand is most popular and perceived very stylish and give status symbol. At the same time Godfrey Phillips Four Square Kings was positioned on westernized life style with bright out door visuals of adventure sports urging the consumers to live life king size. However, the high pricing restricted penetration of the brand to cost – conscious buyers. Plagiarism Prevention 5. The customer was told that Kinetic Honda offered more power per cc than any other scooter, it was much tougher and heavier than it appeared; it had cleared the specifications of the Motor Vehicle, Act1988 with flying colours and it was the only scooter to offer an unlimited mileage guarantee. National Dog Day. Moral- and ethnic-focused missions for brands are highly valued, so this is a good way to set yourself apart and brand yourself as an ethical, compassionate business. With some fine strategy and creative behind the job, the six month extensive advertising was effective and provoking and yielded immediate result and advertising created an exciting new brand with tremendous success. The performance of the scooter on these steep climbs, the marketing team figured out would convince even the biggest sceptics. But research was reassuring: Ribond was associated more with quality rather than white spirit. When partnering with a creative firm, sharing a creative brief can ensure everyone’s on the same page. Content curation is a wonderful way to link to other sites and build relationships with industry peers while also saving yourself some work when you’re short on time or ideas. If you aren’t sure where to start, that’s okay. The scheme was launched on July 1, 1997 with the multimedia campaign and the ads were kept simple. With the new product in place and the sales team ready, the problem was that of advertising. Creative agencies can perform any number of functions for clients; from strategy and design, to technology or media – all creatively or expert lead. Today, Kinetic Honda ads carry a base line which says: The future belongs to us. Export volumes have jumped over 100 per cent with countries like Cyprus, Mauritius, Macau, Dubai and Greece among its foreign markets. It was felt that its presence would immediately convey energising power to the Indian consumer. 50 Creative & Effective Advertising Examples. Successful Advertising Strategy Illustrations. HHML needed a better avatar of sleek. The objective of advertising was not to over take modi xerox. } Bagpiper began sponsoring major hockey and football matches, horse races and other sporting events. A practical product assessment, market definition, media analysis, and budgetary choices result in an excellent advertising … It was on a launch spree, having unveiled its ‘no problem bike’ Suzuki Samurai in October 1992, followed by the powerful 110 cc Suzuki Shogun. Research showed the existence of a segment of ‘aware non-users’ who shied away from the product simply because of its price. The brand was launched nationally in January 1990. } In comparison with the earlier schemes, VDIS 97 proved for more effective. (Ad C5) (Mithun . To give the brand a contemporary but lasting personality, it chose film stars with an enduring appeal to endorse Bagpiper Club Soda. Storytelling is one of the best weapons in a marketer’s arsenal, and using a web series of any kind in conjunction with storytelling is exceptional. After assessing the situation, they were than expected to get a more senior sales person in on the job. What is OTT Advertising? How do you come up with creative marketing campaigns that get you results? His fit and youthful appearance was a visible statement of the advertising message. A creative brief is a short overview of a creative assignment used by ad agencies, designers and other marketing vendors (although they can also be used internally with in-house teams). In the first year, Kinetic Honda sold 11,000 pieces against the country wide scooter sales of 5.25 lakh, a market share of 2.1 per cent. }); Ana Gotter is a freelance writer specializing in social media and content marketing, though she writes on a variety of other niches and subjects. portalId: "7676851", Hero Honda CD felt a minor tug where Yamaha Rx-100 struck on aggressive ‘power’ stance and decided to show up the down side of a four stroke engine by repositioning CD 100 as a delicate mobile. The Importance of a Creative Strategy. While the company was growing quickly, it was becoming evident that to enter the big league, it would have to enter the whisky market, which makes up 63 per cent of total IMFL sales by volume. Creative unit was asked to develop the product concept from brand name to packaging, including suggesting of a launch strategy. In 1986, because of the government policy announced, the cigarettes were taxed and the excise duty was made progressive, payable depending upon size as compared to flat percentage of retail price before. People preferred to stick to familiar models, even if they were out dated and comparison with the market leader was inevitable. However, as OTC product, only the general energizing qualities could be activity stressed. 11 crore. if(_da.cookieRead('_ga')) { One of the two halves which make up a complete advertising strategy; the other is media strategy. In advertising, different creative strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. That being said, they can’t be copied by your competitors and they’re incredibly valuable to your readers. .”). 39.90 as against the price of Rs. The use of communication to live people out of the closet with their income shows how potent advertising can be to address a host of public concerns. This force was expected to contact the potential buyer within 48 hours of the first inquiry being made. While it was designed for the rural buyer, the ads, in vernacular, was the hearts of the small town dweller too. Gold Flake King size existing campaign was reportedly acquiring consumer fatigue. 1. To get a distributor to stock a new brand was a major task. To avoid being caught in a mono – product fix again, HHML says that it is keeping its ear to the ground to detect new needs. Kinetic Honda spare parts also came at much higher prices than the Bajaj ones. A small sign containing your social media handles, QR codes, and Google business links can do wonders for you. Advertisers use different ways of thinking to create catchy slogans that capture consumer attention. Direct appeals to feelings of tiredness and weakness would quite possibly evoke a defensive reaction or outright rejection. What are you looking for in an ad agency? . 2 crore ‘we care’ eco-friendly campaign, handled by Maadhyam, an example of this. They had all reached the peak of their carriers and were looking forward to even greater heights. As the menace heightened, the tickle of people heading towards income tax offices turned into flood. They paid lip service to promotion in terms of POPs, depicting women en dishabille, or badly produced playing cards, ashtrays, glasses, trays,’ decanters, ice pails to be given away as gifts, follow ups at retail level, creating consumer awareness for the brand, building its equity were all alien concepts. For many, tax evasion was no larger worthwhile: for concealing income has its cost too. Captain Cook Atta. Low pollution and relatively less maintenance costs, among others. Place it everywhere on your site, including a UGC feed on your landing page or reviews on your product pages. The greater confidence among the people, the certificates of declaration are to be issued without any delay. The major problem with atta marketing is that being the homogenous product, it lacks strong differentiating points and on the other side there was no national flour brand with which it had to compete. He had to be cajoled and convinced with discounts. A client recently had an event where customers could bring their dogs in for a free doggy popsicle while their owners enjoyed gelato, and it was the best attended event so far that garnered a ton of UGC. Similar efforts are being under taken by 338 exclusive sales and service dealers in 305 towns and cities. Direct endorsement by the celebrity, it was felt, might reduce credibility as there were umpteen film stars and cricket players pushing the product. Within the context of that assignment, any ad that is then created should conform to that strategy, even if you switch agencies. 4. The next issue that needed settling was the route to be adopted for the creative execution. Most Kinetic Honda customers fall in the Rs. A lot of content marketers don’t dive deep into case studies because they take a lot of time and research to compile. The next step was to give the product a name that would personify the product promise. The former rode on beauty, the latter on power. Alpha Motor Co, a Bombay automobile testing firm, conducted a test of scooters called the Alpha Lap of India. The kick start, it was discovered, had deep psychologically pleasurable associations, and the electronic start was not considered to be an improvement. Even better, they’r quick to make with design tools like Snappa or Canva and they can even be used as lead magnets. No one would have reacted to forty plus or fifty plus positively. Though HCL was a statistical No 2, the gulf between it and modi Xerox was huge. All Rights Reserved. The other was called the mountain adventure club which offered Kinetic Honda on hire at hill resorts. Another area of brand promotion in liquor is that of consumer gifts which carry the brand name. The target segment was identified as: male, 25-46 years, with a house hold income of Rs. Report a Violation 11. Finally all pictures we have been displayed in this website will inspire you all. (In fact, advertising for hard liquor is imaged based, and offering a consumer benefit is virtually unheard of). In January 1988, ITC changed Gold Flake Filter Kings packaging with a new red and gold pack and reemphasized the gold association in the process. A creative strategy statement, also known as a creative platform or creative brief, outlines the way in which your advertising will … But that wasn’t enough. Give aways are another method. What is an advertising strategy in marketing plans? 1. The advertising strategy includes a description of your target audience and the … var field_name = $f.getAttribute('name'); $form.find('[type="hidden"]').each(function(i, $f) { Ashwagandha, a well – known Indian herb used as a restorative and tonic, was added to the formula lotion. The person was to instead build up a certain atmosphere of confidence and success. The marketing team held a number of live demonstrations at public places to remove misconceptions. Post introduction market research brought to light the fact that the Indian psyche was not geared towards technical advancement (at least at that time). Brainstorming keywords and need some ideas? One problem was that HCL was not even on the consideration list. See 17 of the best creative advertising ideas from around the world. Quite early in the planning stage the question whether a celebrity could be used to promote the product was discussed. Firstly, the brand had to be established before tackling each model’s specific market segment. Gold Flake 8. To relate paying tax with pride as being an ideal citizen. Herbertsons, edge was a better market on orientation. 3. Emojis should be used sparingly, but when used correctly they can help you stand out in a user’s cluttered inbox and get that open rate up. This was having least impact with the housewives who were more con­cerned with quality. The product held firm with the unflashy family man and young career starter. Kinetic Honda Motors Ltd was incorporated in February 1984 as a joint venture between the Pune based kinetic engineering ltd. and Honda Motor Company of Japan. Here are a few ways to take advantage of that fact. Part of a Digital Strategy. (From An … Since they’re in a competitive field and at a high price point, this is what sets them apart and helps keep user interest long enough to explain why you should purchase. You were right on target about the emojis!! 2. 6 Places To Advertise That Aren’t Google or Facebook. In the past people were having inhibitions about coming for­ward and declaring their incomes because they were looked down upon. Their nearest competitor, Lohia Machines Ltd. (LML) 21 per cent, with sales of 1.09 lakh scooters. Earnings would come from a loyal consumer base which valued the brand so much as to pay a premium for it. But this was not to be. At the same time to deal with the response of comparative advertising a second layer of less skilled sales personnel was created. There were also some print ads with the theme “Why should I give the government my hard earned?” I am not sure that my tax money will be used for. If you really want to stand out, consider the following: He comes to know of that only after he has had more than the usual number. The plus symbol in the logo reaffirmed the pharmaceutical image as well as the positive product benefits. The late 70 and early 80’s witnessed some key changes into the consumer’s attitude as being exposed to the more carefree and westernized life style and the gold flake’s traditional positioning as Indian life style palling. Even today, Herbetsons sponsor some football tournaments in Calcutta. With so many free avenues for photos and videos, and the ease of generating content from paid content houses, to your own expertise, the ability to create and engage an audience is right at your fingertips. When you’re planning your in-store events, keep your audience in mind. We’ve mentioned testimonials before, and that’s because they’re so effective. Priced at almost Rs.30,000 (slightly higher than CD 100), the claimedly more powerful version of the original had some fundamental design changes. “When they talk about how long the fuel will last’, ‘said on RX 100 ad, think about how long the bike will last’. Most companies just went along with the prevailing state of affairs rather than break new ground through innovative strategies. A comparative advertising was used. For the Captain Cook Atta penetrative pricing Rs. On the other hand, the problem solution communication conveyed a bunch of benefits. In 1986. A creative strategy is going to differ from business to business and is also going to be different dependent on what goals are set to be attained and on … It also had variomatic transmission and automatic gear shifting, an automatic chocke, built in indicators (In 1986, not all Indian scooters came with indicators) and a new wind tested streamlined design. User-generated content (UGC) is one of the best selling tools you can have. Splendor, which HHML refers to as ‘tomorrow’s technology today’, was launched as a brand with its own identity. The advertising budget for promoting this scheme was set as 30 crores by central Board of direct taxes (CBDT). The company slots it scooter today as a product which is not just value for money, but premium value for money. This is an excellent compilation of tried and true methods. The agency carried out an in-depth study of the properties and pharmacological effects of the properties and Ginseng. // a few manual entries Every time the club soda was advertised, it had a rub-off effect on the whisky. Online magazines are pretty much just fancy blogs/newsletters that might have their own URL. No just fuel efficiency, which had all but worn out as a puller for young urban buyers by 1994, but something more. National Ice Cream Day. 5 examples of storytelling marketing. Creative strategies promote publicity, public relations, personal selling … With content marketing, more creative content usually does better. Although PNCL’S Blue Riband dominated this segment with as estimated 63 per cent share of the premium gin market, the white spirit segment made up only 4 per cent of the Rs. Hero Honda 9. A direct contact programme to reach out to the influencers—Chartered Accountants was carried out. The company would like to believe that its customers “are different from those of Bajaj and LML in that they are upwardly mobile, quality conscious and not willing to settle for less than the best”. It might persuade Governments to use advertising more in public interest. Gold Riband Whisky 6. Urban India was taken by storm by these high performance two stroke bikes. formId: "da7bc311-2222-42e0-abb4-4df2045ae981", In 1984, the first in the series of the ‘Gracious People’ campaign was released. Mean while raids were carried out on some brokers in Bombay and traders who handle hundi transactions and bullion.

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