Client brief

Avido is a laptop brand new and exciting. It aims to attract people who are movie lovers and who would love to try something innovative .

COMPETITIVE ANALYSIS The laptop market has registered 79% growth during 2006. The laptop sales are growing at much faster rate than projected.

According to a top official of HCL Info Systems, market share of laptops would be 35-40% in the next two years. The major players in the laptop category are: Hewlett Packard (HP) IBM Toshiba Compaq Dell Computers Sony Growth Drivers The Laptop market is growing at a fast rate because of change in work life of consumers. As the need for "anytime anywhere" access to information is increasing, the sales of Laptops are also increasing.

Target audience
.
TARGET AUDIENCE Age: 17 to 21 Gender: M/F SEC: A1, A2 User-ship: Laptops are used for projects, watching movies, internet browsing, Facebook and games. Currently they use brands like DELL, HP and Sony VAIO etc.

Research proposal

Research objective
Analyzing data on consumer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand

To test hypothesis of a causal relationship between variables ( direct and indirect)

. The value of information obtained will have following characteristics

Relevance

Quality Timeliness Completeness

Research technique
Research design: Exploratory research method helps to gauge the responses of the product, its feature ,and the content of advertisement. Methods of collecting data Focus group discussion: Two groups with 5 respondent in each group Females:2 Males:3 Direct interview: 5 repondents. Females:2 Males:3

Strategic approach
Concept testing: This tool will be used to know the consumer
reaction to the concept, to know which attributes are important in accounting for consumer reaction to the concepts. Process: Concept stimuli will be presented to the respondents in many forms with the minimum description of product attributes. Questions that would be asked are
Would you be interested in the product? why?............ Suppose the product already available to purchase, how much you would pay? What would you like to change about the product?

Strategic approach
Content testing:
Theatre test: Respondents will be invited to a theatre (here AV room )to view a sitcom Friends. The gamut of ads will be screened during interval . The respondents will be asked
Which ad they remember? What did they like ?

Branding research

Logo: Respondents will be shown the logo of Avido and they will be asked to write what first comes to their mind after seeing the logo, and will be asked to guess the product category.

Analysis

Logo

People can easily comprehend that Avido is a niche brand and the name gives inkling that its stylish and something related to technology. A part of brand identification is very well conveyed to the people through logo .

Recall test:

Key Factors that played important role in recalling advertisement Good concept Humorous Music Emotions Final message about the product
R ecall %
50 40 30 20 10 0
CH AP LO OS E SP OO F AS AP AV ID O

Factors

TVC & Print response (Key words) Very Masculine, Sturdy At the same time its trendy

Analysis

Personality

Positive aspect: It gets more attention it gives an image that Avido is a daring brand . Disadvantage: It doesnt attract female consumer. Positive aspect: The message of both TVC &Print ad is very convincing for youth .It persuades them to buy the product. Positive aspect: Helps in brand identification.It`s something which youth can connect very well. It goes well with laptop. Positive aspect: It helps in breaking the clutter and hit the target audience.

Message

Convincing , Effective Influential

Music

Powerful, Easy to remember

Concept

Something new as compared to other laptop brand

Elements that are easy to recall

Characters in the ad, Music

Positive aspect: The characters are well associated with the product and thus help in brand identification.

Tagline

Positive aspect: The main purpose of brand identification is very well served Powerful, coveys the USP of the product

Thank you
Merci beaucoup