Marketing Management

Advertising of Services in India

Analyzing the TVCs made to promote services in India

Shabbir Akhtar
PGPM 10 Sec-B Globsyn Business School GC

Contents
Topic Defining Services Differences between Products and Services Promotion of Services Advertising of Services Travel - Tourism Services Banking - Financial - Insurance Services Online Services Entertainment Services Telecom Services Confections Snacks Foods Services Suggestions on Advertising Services Conclusion Page Number 2 3 5 6 7 9 12 14 15 17 19 20

Defining Services
Definition of service according to Murti Sumarni (2002) is an activity or an advantage which can be given by a party to another party which is mostly intangible and can not affect ownership, and its production or is not related to any tangible product. A service is also an activity or series of activities of more or less intangible nature that normally, but not necessarily, take place in interactions between the customer and service employees and/or physical resources or goods and/or system of the service provider, which are provided as solutions to customer problems (Gronroos, 1990). According to Philip Kotler (1997) service is an action or an activity which can be offered by a party to another party, which is basically intangible and can not affect any ownership. Service may be related to tangible product or intangible product. In addition, Philip Kotler and Amstrong (1996) define service as an activity or an advantage which is given by one party to another party which is basically intangible and cannot effect any ownership. Furthermore, Zeithamal et. al. (1996) give a limitation of service by stating that service is all economic activities whose output is not a physical product or a construction is generally consumed at the time it is produced, and provides added value in forms (such as convenience, amusement, comfort or health). On the other hand, Steinhoff (1979) further states that the raw material of services is people. The main material of service is in fact people; nevertheless, there are many other supporting factors from the raw material of service such as advanced tools, clean, secured, comfortable physical environment, accurate, advanced, and up to date technology and service. Lamb et. al. (2001) also mentions that service has several unique characteristics, which differ it from the others, namely intangible, inseparability, heterogeneity, perishability. Handi Irawan D (2002) also states that one important characteristic of service is it is produced and consumed at the same time. Therefore, customers satisfaction on service depends on interaction process or time when costumers and service provider meet.

Differences between Products and Services

There are major differences between products and services and they are because of the characteristics of services, according to MarketingProfs.com: Intangibility -- it's not physical, cannot be "possessed," can't be seen, felt, etc. the ability to reduce consumer uncertainty through tangible signals is diminished. Consequently service marketers must determine how to effectively communicate the service process and final outcome the consumer will receive -- and the quality. (And By the way, quality is ultimately determined by the consumer, not you. They determine what quality they value, and you won't know unless you ask them. It's not about "zero defects" but client expectations.) Inseparability -- that is, the production of the services can't be separated from its consumption. For example, the production and consumption of a medical exam happen together. This means that the consumer often expects the service to be provided in a specific way or by a specific individual -- and that means a bigger burden on the image, knowledge, attitude, appearance, etc. of the person delivering the service. Perishability -- you can't store services for future use. When a client misses an appointment with his attorney, that time can never be recaptured. Empty hotel rooms, unsold theatre tickets -- the value has vanished. It's supply and demand. Another issue has to do with performance -- which is what service marketers are really selling. When the demand fluctuates, it may be difficult to maintain the same consistency. For example, a CPA at tax time has difficulty giving the same level of attention/performance as at other times of the year. Variability -- sometimes called "heterogeneity," services quality and consistency is subject to great variability because they are delivered by people and human behaviour is difficult to control. Because services are people based, quality can vary of time of day (people get tired), experience, attitude, knowledge, style, etc. Maintaining client trust during lapses (which will happen) is critical. And this is why it can be very dangerous to a client relationship to have one person make the sale and establish the relationship, and another person delivers the service. The original personal contact reduced risk in the mind of the consumer and they may become agitated when someone else must deliver the service. There are two other factors that separate services from products: First, the satisfaction criterion is different. With a hard good, the consumer can access the product (a car, washing machine, etc.) and see/test it. A consumer will never know how good the service is until AFTER he gets it! This can be unsettling for the consumer.

Second, with a service, the consumer is, essentially, "in the factory," watching production all along the way. It is very important for a service provider or consultant to carefully manage the "production process" as the client is able to observe it and make judgments about quality and value. Furthermore, Philip Kotler, in the book Marketing Professional Services, describes ten distinctive problems faced by marketers of services: Third-party accountability Client uncertainty Demonstrating experience Limited differentiability Maintaining quality control Making the "do-ers" the sellers Allocating time to marketing Pressure to react rather than be proactive Conflicting views about advertising A limited marketing knowledge base

While Kotler's focus is on professional services (lawyers, architects, doctors, CPAs), it is invaluable for technology and other service sectors as well.

Promotion of Services
A successful service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organizations promotional mix strategy can consist of: Types of promotion Advertising Public relations Explanation Any non personal paid form of communication using any form of mass media. Involves developing positive relationships with the organization media public. The art of good public relations is not only to obtain favorable publicity within the media, but it is also involves being able to handle successfully negative attention. Commonly used to obtain an increase in sales short term. Could involve using money off coupons or special offers. Selling a product service one to one Is the sending of publicity material to a named person within an organization Direct mail allows an organization to use their resources more effectively by allowing them to send publicity material to a named person within their target segment. By personalizing advertising, response rates increase thus increasing the chance of improving sales. Listed below are links to organization whose business involves direct mail. Promoting and selling your services online using various forms of online marketing techniques such as banner advertisements, videos or social media. Where you pay an organization to use your brand or logo. This organization usually has a high profile so that you know that your brand will be seen by a large audience. Most common use of sponsorship is with sporting events. The 2012 Olympics being held in London is being sponsored by a number of organizations such as McDonalds and CocaCola as the event will attract a worldwide audience that will run into hundreds of millions.

Sales promotion: Personal selling: Direct Mail

Internet Marketing Sponsorship

Advertising of Services
Advertising can be carried out through TV, Print, OOH, Radio and Digital. We will be concentrating on the advertising of services on TV as that is the best way of explaining the FABVs of a service through the message. The categories that we will be discussing are:
1. 2. 3. 4. 5. 6. Travel - Tourism Services Banking - Financial - Insurance Services Online Services Entertainment Services Telecom Services Confections Snacks Foods Services

Travel - Tourism Services

Indigo Airlines Runway Musical

Mission: Introduces IndiGo's new international operations. Message: A photogenic combination of theatre and tarmac, the film draws parallels between IndiGos energetic personality, its beautifully synchronised operations, and the minutely-choreographed perfection of a musical. The story is told by the core members of the IndiGo team, led by an energetic captain and supported by an allstar cast of co-pilots, ground force personnel, and the gorgeous, super-efficient cabin crew. Wieden + Kennedy worked on the whole campaign. As posted on YouTube by the airlines, IndiGo - the airline that brought you amazing on-time performance, hassle-free service, fabulous inflight snacks and always affordable fares - now introduces another category breakthrough: the world's first Runway Musical! This fast-paced theatrical spectacle celebrates IndiGo's new international operations, and showcases the extreme choreography that goes into making IndiGo run on the dot.

Media: Television Money: Could not be determined Measurement: Courtesy, Exchange4Media.com: A mixed opinion but unanimous appreciation comes from the Industry experts for this musical. The lyrics however, are too fast to catch, agrees everyone. For K V Sridhar, National Creative Director, Leo Burnett, the ad is both good and bad. He explains, As a consumer its good, its international and fun. But if I see it as an ad man, it is not that good. Airtels Har friend zaroori hota hai was a great execution in terms of music and the theatrical format was done brilliantly by Vodafone for its Facebook ad. This one lacks in terms of production values. However, the western musical, international crew, musical format and international look make the point rightly. But I am afraid people wouldnt really get it with just one view. As a consumer I would give it a 3 and as a professional I would give it 2. Emmanuel Upputuru, National Creative Director, Publicis India is impressed by the execution but feels point of going international isnt made loudly. Its a nicely executed ad. However, it could have more international cues. Like the last one spoke about time and its cues were pretty clear. Here, in the end we do hear that they are going international, but it could have been little tighter on the international front, he shares. Stars 3/5.

Rupin Jayal, Senior Planning Director, MnCSaatchi thinks that the TVC breaks free of clichd airline advertising showing airhostesses with fake smiles serving grateful passengers or aircraft taking off and landing and reinforces the mildly satirical, tongue in cheek tonality of the brand. He tells us what he likes about the ad What works for me is that the TVC is distinctive and in synch with the brand's personality and hence reinforces my perception of the Indigo brand as one that takes the "low" out of low cost and replaces it with "smart". The message however, is difficult to understand since the jingle is very fast paced; words are difficult to follow and so the message may get lost or at least requires repeat viewing. But given that the TVC is fun to watch, repeat viewing isn't really a hassle. Stars 4/5. Anirban Majumdar, National Planning Director, Publicis India, gives 3.5 out of 5 to the campaign as he believes that the whole representation works well. He adds, It works for me and there is an international appeal in the execution. The introduction of the new services has been done pretty well. However, I feel they could have introduced other facets of the airline than just the "on time" promise to a new audience of international travelers.

Banking - Financial - Insurance Services

Birla Sun Life Insurance Jab balla nahi chalega toh

Mission: Provoke mass India into realizing and appreciating the many critical and relevant roles that insurance can play in their life. Message: Courtesy, BestMediaInfo.com: Ajay Kakar, Chief Marketing Officer Financial Services, Aditya Birla Group says, Todays Indians have tasted never-before success in the early years of their working life. This unprecedented material success gives them the confidence and belief that the good times will continue, uninterrupted, and they will live and enjoy all their ambitious dreams, one by one. He further adds, We have used Yuvraj Singh as our Philosophy Ambassador to share his personal belief and experience also a reality of life that Jab tak balla chaltha hai, thaat hain. Jab balla nahin chalega tho (You rule, only till your bat rules). We aim to provoke and inspire mass India with the personal triumphs, trials and tribulations of Yuvraj, who like a Phoenix, never accepts defeat. He just keeps working to combat the challenges that life and cricket have thrown his way, to bounce back. The campaign is inspired by an actual conversation that Yuvraj had with the senior team of BSLI, soon after Indias momentous win at the World Cup. Yuvraj had shared his regret that despite India winning the World Cup, the nations dream for 28 years, and his being declared the man of the series, he didnt even have the time to sit back and enjoy this enviable success. He was back on the training grounds, with the IPL round the corner. And then, due to unforeseen and totally unexpected health reasons, he had to sit outside the team. All of this within a span of few months but rather than sitting back and becoming prisoner of an ailment, he is prepared to once again fight against all odds. There is learning in Yuvrajs story for all of us. Even the Gods have reason to feel insecure. The message provokes us to take action against our fears and ensure our dreams. It reminds us that life is uncertain and we should be financially prepared at all times for any eventuality.

Media: Television Money: Could not be determined

Measurement: Many have found this campaign in bad taste as it appears to be cashing in on an ailing national hero for commercial benefit. The social media was abuzz with criticism. Here is what brand experts have to say. Courtesy, BestMediaInfo.com: Harish Bijoor, brand expert and CEO, Harish Bijoor Consults Inc., commented, Birla Sun Life is using Yuvraj in a creative manner that is a perfect fit for the current situation. However, I do believe the ad needs to be dropped now with the gravity of the medical situation that Yuvraj is going through. Brands must not link the personal ills of an individual to brand benefit. Sensitivity is more important than making a perfect hit with the creative. The company has other creatives to use. Possibly this is the right time to plug in the creative execution with Sehwag. KV Sridhar aka Pops, National Creative director, Leo Burnett, holds a similar view. He said, The news of Yuvrajs condition broke yesterday evening. So I assume that the brand got to know of it only yesterday. The ad in question is about life insurance, and is a sensitive and sad thing for a talented cricketer and his supporters. It would be better if the brand withdraws the ad for now, and bring it on-air once the cricketer is hale and hearty given that it is only a matter of 6-8 weeks. Anil Nair, President, Law & Kenneth, however, holds a different view. The Birla Sun Life Insurance ad is true to life. It talks of uncertainty and unpredictability of life. It is unfortunate that Yuvraj was diagnosed with cancer, but it is also true. I do not think the brand should take it off-air, he said. Well-known marketing honcho and former CMO of Tata Teleservices Lloyd Mathias is of the opinion that there is nothing wrong per se with the Birla Sun Life campaign using Yuvraj, but he suggests that the timing for increasing the frequency of the TVC on air is perhaps not appropriate. He said, I think the Birla Sun Life ad is a very well executed campaign. And it has been on air for more than two weeks now. They had signed Yuvraj much before his condition was detected or made public. However, upping the frequency of airing the ad might not be a good idea given the circumstances. Brijesh Kapil, Vice-President, Ranbaxy Global Consumer Healthcare, whose Revital campaign itself is under scrutiny, said of the Birla Sun Lifes TVC, Had I been in their place, I would not have done (aired) it. Coming to Revital itself, it so happens that the brand from the house of Ranbaxy Global Consumer Healthcare (RGCH) has just launched a TVC and print ad featuring Salman Khan. Yuvraj Singh used to be the brand ambassador featuring in the Revital campaign till recently. Has Revital brought in Salman so that they dont seem to be cashing in on an ailing Yuvraj?

Brijesh Kapil of RGCH refutes this, maintaining that they had signed Salman Khan for commercial reasons after Yuvraj Singhs contract with them got over on December 28, 2011. We were never worried about Yuvrajs career, for we aired the TVC featuring him even when his career hit the lows, he said. Nirmalya Sen, MD, TBWA India, said, Salman is at the right age to do a Revital ad. But I am not sure if Yuvrajs ailment is the reason behind this change. I would like to give the brand the benefit of the doubt. But Nair of Law & Kenneth strongly disapproves of the move to replace Yuvraj. He said, What Revital has done by bringing in Salman stands in bad taste.

Online Services
Flipkart No Kidding. No Worries. (cafe)

Mission: To quote a Flipkart spokesperson, the aim was to address the apprehensions of online purchase of physical goods. The creative challenge was to address the concerns of those who shop in the online space, as well as convert first timers into shoppers comfortable with shopping for physical goods in the online space. Message: In an interesting twist, the new Flipkart campaign attempts to demystify the online buying process for those who might be hesitant about purchasing electronic stuff online, and also to change the perception that flipkart.com is only about buying books. The campaign has children dressed and acting like adults, in adult settings like offices, coffee shops and beauty parlours, where they discuss various benefits of buying from flipkart.com and the ease of the process. The concept of using kids came about because kids are so trusting. The implied message, you can shop on flipkart.com as trustingly as a child because they have secure payment gateways, great bargains as well as cash on delivery and 30 day replacement guarantee amongst others. The TVCs sign off with "No Kidding. No Worries."

Media: Television Money: Could not be determined Measurement: Courtesy, Afaqs.com: Overall, the advertising industry agrees that this is an innovative approach, but believes that the main point is missed out in the whole gimmick. "Well, the Flipkart commercials are yet another set of dotcom shopping project," says Sujit Das, executive creative director, Pickle Lintas. Since convenience is an overall generic benefit, this route, which answers the foggy perspective of consumers, is a rather wise one, says Das. However, Das feels that people will miss the main issue or insight that this kind of business brings forth -- that of authenticity and sincerity. "Now, to deliver the message through kids acting as adults is not compelling enough. Though the casting and acting seem fine, it'll have a low recall factor." Satbir Singh, managing partner and chief creative officer, Euro RSCG, opines that the campaign is innovative, but misses the main idea. Singh tells, "I like the fact that something different has been tried. They do break clutter. The films are made well. I

think the Water Cooler one is pretty neat. Low ceiling and smaller doors to make the kids look grown up are impressive, with attention to detail. The campaign seems to have missed out on the message a bit, but makes you remember Flipkart, at a mention. All in all - it's well done." Ambar Chakravarty, co-founder and creative head, The Atomic Advertising Company, gives two thumbs up to the TVC campaign. He tells, "On the whole, it is a nice, entertaining campaign which does its job rather well. The best part of course is the execution which is brilliantly nuanced." Chakravarty enjoys the bit about the milk vending machine and the surreptitious check-out of a finely formed derriere and thinks it is wonderfully casted. "Working with kids can be very trying at times so hats off to the director for extracting such fine performances." He says that the ad is an absolute winner. "Assuming the strategy at this stage is only to build awareness about the brand and its clinching features, I'd say it has achieved what it aimed to achieve. You won't forget the brand name at the end of it, and my 10-year-old nephew found the ads convincing enough to promptly register himself with the website, behind his parents' back." But, he also has an apprehension. "If one had to nitpick though, one could say that there's no real idea in the ads and the 'executional idea' too, is really old hat. But, to be fair, I suspect the days of such cut-and-dried creative rules are long gone. As long as an ad can deliver a memorable message, in an engaging way, its job is considered done. And, on those two counts these ads do rather well."

Entertainment Services
Tata Sky Video-on-Demand (Rishi)

Mission: Courtesy, CampaignIndia.com: Commenting on the campaign idea and its effectiveness, Vikram Mehra, chief marketing officer, Tata Sky, said, "With this campaign we wanted to build a sense of romance and simultaneously show that Tata Sky HD video on demand can offer you things that you thought were impossible.

Message: The four TVCs from the campaign consist of a couple, wherein the lady is shown to be expecting a baby and she addresses her man as 'Muffin'. In each of these TVCs she makes demands of watching a random movie at an ungodly hour, the last episode of a show, movies of Rishi Kapoor, songs of the band U2, et al, and she wants to watch these things at that very instant. All her demands are nearly impossible adding to the trouble for Muffin, but then Tata Sky HD comes into picture with the claims of offering the impossible. Media: Television Money: Could not be determined. Measurement: Courtesy, CampaignIndia.com: According to Vikram Mehra, chief marketing officer, Tata Sky, The ads have got great reviews. The number of people tweeting about the ad with 'Muffin' as a hashtag, is overwhelming. We have got a great response from customers who are now inquiring about the various offerings available under Tata Sky HD."

Telecom Services
Airtel - Har Friend Zaroori Hai, Yaar

Mission: After changing its logo Airtel was positioned as the brand that embodies friendship, and helps all sorts of friends connect with one another. The line that encapsulates this thought goes 'Har ek friend zaroori hota hai'. Mohit Beotra, head, brand and media, Bharti Airtel told Afaqs.com, "Airtel is too much of a leader brand to go for a challenger's strategy of narrowing its TG (target group) so finely to the youth. We will never chase an audience set at the expense of another important target set." Having said that, he added that Airtel has major plans to shift its business towards data products significantly and these are more used by the youth. Hence, the air of youth-ism has been injected into the brand to rope in this demographic group, but the attempt has been a careful one, so as not to let go of Airtel's loyal slightly older base.

Message: The commercial has vignettes of different kinds of friends one has, and how the presence of each one is necessary in some way or the other. A jingle penned by film lyricist Amitabh Bhattacharya, makes use of 'Hinglish' and popular youth lingo, and has the story of different categories of friends, such as the one who wakes one up during the wee hours for help, or another who may give you company during your financial crunch days. Then, there are friends who are forced, effortless, classroom friends, bike-ride friends, shopping and 'exam hall copying' friends, movie buddies, the 'hi-bye' variety of friends, etc. The jingle ends with 'Har ek friend zaroori hota hai', and with the message that Airtel keeps one connected to their friends. Media: Television Money: Could not be determined Measurement: As told to Exchange4Media.com by Mohit Beotra, head, brand and media, Bharti Airtel, Its been just over two weeks and weve hit a chord, which is resonating. And, with the festival season coming up, he said, without revealing much, We are planning a series of things, including our Formula 1 work, which falls three days after Diwali. The commercial is largely well-received by the ad fraternity. Heres what they have to say. Courtesy, Afaqs.com: Ramanuj Shastry, chief creative officer, Saatchi & Saatchi said, "Generally, if one is dealing with a vast brand such as Airtel, if one veers towards the youth, it loses the family focus, and vice-versa. But, Airtel has that risk covered as long as it continues to focus on its promise of 'bringing people closer'." Clearly, that has been captured in

this communication, he feels. "Brand coherence is more important than brand consistency and Airtel scores on that front as it is coherent and relevant." The foottapping jingle and slice-of-life tone of voice is all a plus, Shastry adds. Ashish Khazanchi, vice-chairperson and national creative director, Publicis Ambience, tells, "I think Airtel finds the sweet spot after quite a while. I have a feeling a lot of advertising people will hate it, but you will see Facebook and the youth buzzing with this. Airtel goes back to being the kind of brand that it always was: inclusive, unpretentious and uncomplicated."

Confections Snacks Foods Services

Dominos - Khushiyon Ki Home Delivery

Mission: To portray the 'sheer dedication' of the delivery boy to make it in time to deliver pizzas, despite difficult road and traffic conditions. Message: What started as a tactical promise for Domino's Pizza -- the 30 minutes or free delivery guarantee -- went on to become a USP of sorts, and finally, a brand positioning premise. Domino's Pizza has been at it for years now, publicising its superior 'on time' pizza delivery service since the days of the Paresh Rawal commercials many years ago -- a tactical communication that resulted in a larger brand thought 'Khushiyon ki home delivery' in 2008. The commercial has a little girl waiting for her pizza to arrive, and she wonders innocently about all the things that could be possible roadblocks in the journey of a Domino's Pizza delivery boy, and lastly, she marvels at how he manages to make it within 30 minutes each time, delivering 'happiness' as a result. While most campaigns revolve around the customer, this one revolves around the relationship between the delivery team and the customer. The campaign brings the customer closer to the brand creating a positive brand recall by subtly showing the delivery teams dedication to the brand promise. Excerpts from Afaqs.com give more information about the message of the TVC. According to Harneet Singh Rajpal, vice-president, Domino's Pizza India, This communication reinforces our brand promise, and we hope to increase our delivery preference amongst our TG (target group). Nima Namchu, senior vice-president and executive creative director, Contract Advertising, adds, "Over the years, Domino's has been accepted as an expert in delivery of great tasting pizzas, because of the underlying passion to serve consumers great food at their doorstep and make them happy in 30 minutes. The objective here was to reaffirm the delivery expertise of Domino's by building an emotional connect."

Media: Television Money: Could not be determined Measurement: Courtesy, Afaqs.com: The commercial has a lot going for it, as experts point out, but some things work against it, too. Rajeev Raja, national creative director, DDB India, says, "Honestly, this ad leaves me with a 'been there, seen that' feeling. Most people in the target audience know that Dominos delivers in 30 minutes. So, I really can't understand the need to re-emphasise this."

He allows for the fact though that it is possible that the marketing team felt the need to appeal to a whole bunch of children who have recently entered the target group, but rather than relying on a tried and tested method, the brand ought to have tried a different creative route, he feels. "Overall, the ad does its job, but not much else," he shrugs. Narayan Devanathan, chief strategy officer, Euro RSCG India, opines that the ad makes an attempt to leverage a child's pester power, and succeeds there, by making use of a child's natural curiosity in an endearing manner. "I'm not sure though that this ad is for the right target audience, or whether it's the right tone of voice. I can definitely see a lot of teens and young adults -- the other TG for pizza consumption, I would imagine -- being turned off by this," he says. He further suggests that instead of harping on the already established 'Khushiyon ki home delivery' idea, the brand would be better served by reminding people of more 'usage occasions' that will increase consumption frequency.

Conclusion
The advertising of services is very different from advertising of products. In case of advertising a product, portraying the features, advantages, benefits and values is simpler. But, for a services, which is intangible, the advert cannot show the FABVs directly and it has to be shown through the story of the advert which can either have a celebrity endorsing the service (like Amitabh Bachchan in case of Gujarat Tourism) or it can be through slice of life advertising (the Tata Sky V-o-D adverts) or it can also be a fantasy which the consumer can connect with (the Flipkart campaign). In services, intangibility can contribute to value rather than detract from it and that it is well within the advertisers special talent to communicate intangibility.