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 1. Define the target Women from all walks
Competitiors women of diversify and the role the brand of life and religions of
addressed (age, race, shape, size plays in life India. No professional
and skin tones) India, models or actress. The
Competitors are the all role that brand plays in
existing brand where life is to give power to
models and actresses the women to
are casted as their accept/believe her
brand ambassador. beauty in existent
form.
2. Points of parity Cleanses 2. Objectives of the Beauty is we are what
for the Tagline- “You are more communication we are. It tries to
category beautiful than you empower woman of
think” age, race, shape, size
Silhouette profile of and skin tones to
the brand’s namesake realize their personal
bird (logo). beauty potential.

3. Points of Beauty is not about 3. What should the The communication

Difference glamour or fame. It’s communication should achieve that
about every women achieve beauty is what you
and beauty that is in are. One doesn’t need
each of us. to look like models or
actress and dove is for
all people.

4. Why consumers If they see women like

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

5. creative strong Company called for

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

6. What creative As a part of company’s

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

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

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
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decisions and after
having it, they became
fearless.

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

6. What creative Humanized voice from
approach a dummy.
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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
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.

6. https://www.youtube.com/watch?v=jqK86qGv8Y0 (Nike house of innovation)

7. https://www.youtube.com/watch?v=mi_OydAkQu8 ( Burberry show room)
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Fig: Marketing communications options

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Fig: Factors in designing effective advertising campaign

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