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1

IMPACT 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
childs demands
The child in the ad and the mother giving into the childs
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 haiiska matlab bacchon
ke liye accha hoga
Baccha Rasna nahin milne par gussa ho jata haimaa
manane ke liye Rasna deti haibaccha 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)
Boys 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 hainis 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
Boys sadness on mothers 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
haimaa bhi khushbaccha bhi khush
The boy is stubborn that he wants Rasnagets angry and stands at the door
when his mother refuses.. When his mother gives him Rasnahe is
happyhugs hersays 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 mummyyani 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
boys 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 boys 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 colourflavouris 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 haiis 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 haipeene 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 childs eagerness to do anything for Rasna, his
sadness at his mothers 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