Session 5

1. https://www.youtube.com/watch?v=yqorn7q3cz4 ( Dove ad)

Brand Positioning Creativity Strategy

Your response Your response
1. Consumers & Consumers are the women of 1. Define the target Women from all walks of life and
Competitiors diversify (age, race, shape, size and the role the brand religions of India. No professional
addressed and skin tones) India, plays in life models or actress. The role that brand
Competitors are the all existing plays in life is to give power to the
brand where models and women to accept/believe her beauty
actresses are casted as their in existent form.
brand ambassador.
2. Points of Cleanses 2. Objectives of the Beauty is we are what we are. It tries
parity for the Tagline- “You are more beautiful communication to empower woman of age, race,
category than you think” shape, size and skin tones to realize
Silhouette profile of the brand’s their personal beauty potential.
namesake bird (logo).
3. Points of Beauty is not about glamour or 3. What should the The communication should achieve
Difference fame. It’s about every women communication that beauty is what you are. One
and beauty that is in each of us. achieve doesn’t need to look like models or
actress and dove is for all people.

4. Why consumers If they see women like them are in the

should believe video, not the professionals or models.
Then they tend to believe that.

5. creative strong Company called for women to come

points that the brand forward and represent the different
can leverage face of beauty in the video.

6. What creative As a part of company’s mission to

approach champion real beauty, they are
helping to change the lives of young
women too. The creative approach is
to add students and teachers to
mothers and grandmothers to be the
face of this advertisement.

https://www.youtube.com/watch?v=XMqCMpqLReU ( Mountain dew ad)

 Session 5
Brand Positioning Creativity Strategy
Your response Your response
1. Consumers & Consumers are the 1. Define the target Target is Millennial
Competitiors persons in love with and the role the brand men.
addressed soft drinks and love plays in life The role of the brand
adventure sports. plays in life is to give
Competitors are the adrenaline boost and
soft drinks players in make adventurous
the market. sports part of life.
2. Points of parity Soft drinks 2. Objectives of the Objective of the
for the Tagline- “Darr Ke Aage communication communication is to
category Jeet Hai” expand appeal of
Mountain Dew to new
users with exhilarating
intensity of life’s most
exciting fun
adventures.

3. Points of More energizing than 3. What should the Millennial men should
Difference other soft drinks and communication should think about Mountain
support this claim by achive Dew while attempting
noting that it has adventure sports
higher level of
caffeine.

4. Why consumers Continuous reminder

should believe of adventure sports
and success story after
having it

5. creatice strong Showcase success

points that the brand story of risk takers
can leverage
6. What creative The shoot their
approach advertisement in
adventure sports
category and portray
each of them fearful
before taking the
decisions and after
having it, they became
fearless.

https://www.youtube.com/watch?v=4V9M1zaRfak ( ceat secura ad)

 Session 5
Brand Positioning Creativity Strategy
Your response Your response
1. Consumers & Automobile purchaser 1. Define the target Targets are the buyer
Competitiors and the role the brand of automobile tyres.
addressed plays in life The brand talks about
safety and don’t follow
blindly. Safety is the
main priority.
2. Points of parity Tag line: It helps 2. Objectives of the Safety is the first
for the “DontBeDummy” communication priority. Choose tyres
category campaign based upon the
credibility and quality
and don’t compromise
with your safety by
buying a cheap tyre
3. Points of Tough tyres made for 3. What should the Buyer should buy the
Difference Indian roads, made of communication should tyres after checking
medium to hard achive the safety. Don’t rush
compound. and buy.
Longest tyre life.
4. Why consumers Amir Khan is a trusted
should believe name and he choose
his advertisement. So a
trust associated with
brand ambassador and
choosing a safe tyre is
important. That’s why
consumer should
believe it.
5. creatice strong The advertisement
points that the brand lines we can here “I am
can leverage dummy but don’t be
dummy”, it makes
dummy in humanized
voice.
6. What creative Humanized voice from
approach a dummy.

4. Identify the price differentiation ( Price Band) offered by Pizza hut?

Ans. Super Saver Meal Combo at Rs. 799 (Save Up to 42%) – This combo is made for the nuclear
family where the couple wants to taste delicacies in affordable price.
Buy One Pizza & Get One Free @ Rs. 569/- This pizza range is perfect for birthday parties and for
voracious eater. Hut Treat Box Non Veg for 4, save up to 37% @Rs. 899- This pizza range is
comparatively for a bigger family with kids
3 Personal Chicken Pan Pizzas @574/- For chicken lovers another variant @524/- where
customers need to select from Pizza hut choice
3 personal Pan Pizzas starting @ 499/- Specially made for Pan Pizza lovers
 Session 5
4 Assorted Veg Pizzas @ 499/- - Only for Veg people
2 Veg+ 2 Non veg @ 549/- Made for family where everybody has different choice and the friend
circle where veg and Non veg exist together
Party Combo For 8-10 @1499- weekend parties, small get together
Magic Box pizza starts from 149/- for 2 veg, 445/- for 4 pizza (2 veg + 2 non-veg), 2 non veg for
249/-

5. Identify the price band offered by shell petroleum ?

Ans. In Bangalore prices are-
Diesel -75.90- For diesel cars only

V-power Diesel- 84.89 - It is designed for modern compression-ignition diesel engines, to

facilitate enhanced engine performance along with increased engine protection, for consistent
operation and engine longevity it is used.

Unleaded Petrol- 89.05 it reduce the emission of harmful gases from automobiles.
Environment friendly people tends to go for it.

V power Petrol- 98.80 to make the engine run smoother and those who wanted to fill premium
fuels.
 Session 5

Fig: Factors in designing effective advertising campaign

Session 5