Integrated Marketing Communication

Everest Masale Assignment

Group 2
Siddharth Naman (M20MS056)
Sidharth Bhatnagar (M20MS058)
Surya Bhan Pratap Singh (M20MS062)
Tulsi Agarwal (M20MS065)
Case Questions

Q1. Discuss the advertising strategy of Everest? Is it informational or transformational?

Ans - Everest noticed various issues relating to customers' knowledge & connect with the brand. They
made TVC which highlighted their entire range & in other TVC, Everest tried to educate customers about
all the recipes that they can make with the help of its spice range. Everest also used its website to educate
customers on how they can make various recipes. So, the advertising strategy used by Everest is more
informational in nature, informing the viewers about its product range & how spices can be used in dishes
to enhance its taste.

Q2. Why has Everest used Radhika to endorse the brand? Do you agree with this choice? Give reasons
for your answer.

Ans - Everest was the first brand from the spice market which used Television as a medium of advertising,
and the brand has always relied upon sentimental nostalgia as a medium to entice customers, using
taglines like "Taste me best, mummy or Everest". The brand focuses on empowering every mother to
bring by using Everest masala in every food so that the appreciation for a delicious meal is always in her
way via children and loved ones.
Following a similar strategy, they used Radhika to endorse the brand because-
1. She's a well-known figure for south India, just like Amitabh Bachchan is for north India, this brings a
much larger attention towards the brand.
2. She, being the mother of 4 children, relates more to the moms of the family and spreads the message
the brand is hoping towards.

Q3. What strategy has been used by Everest to position its brand in its advertisement?

Ans - The brand tried to use the strategy to target the SuperEgo personality side of the consumers. For
that, they used the component of Home cooked food by mother. For the same reason, they used Radhika
as the Brand Ambassador, reflecting that homely and motherly position from the advertisement. Also,
food and spices are deep-rooted in Indian culture—specifically, spices coming from the South region of
the country. The spices from the Southern part of the country are world widely exported; hence to create
a sense of credibility for quality, the south actress makes sense. They want to position the brand as a
household brand. In a way, Everest should be associated with the term spices in Indian homes.

2
Q4. Apply the advertising process for Everest and identify the various stages in the light of the
information given in the case.

Ans - There are total three stages in the advertising strategy of Everest-

1. Advertising planning-

Everest was in the spices business and spice selection/shopping at any home is done by
mothers majorly, so the ads created by the company were focused towards mothers majorly,
and this is clearly evident by their most famous tagline "Taste me best, mummy aur Everest".

Their brand was majorly endorsed by famous public figures, like Radhika, the south Indian
actress and this was done in order to connect more with their consumers.

2. Advertising management-

Everest used to take help of TV advertisement majorly around 2012, this is due to widespread
use of television in every corner of the country. Additionally, they tried to give an emotional
appeal to their ads, and they did this in form of jingles and celebrity endorsements, so that it
would retain for a longer period of time to a customer and increase brand awareness.

3. Execution of advertisement-

This part consists of 2 segments-

A. Customer- By this the company tries to see what type of feeling consumer has when they
remember or looks at their products, what's their attitude towards the advertisement and
brand, and what percentage of customers can retain this brand image.
B. Marketers- Marketers tries to understand whether or not this campaign was successful,
just like they widespread popularity of their tagline "Taste me best, mummy aur Everest"
and the increase in sales, especially in southern region after the Radhika advertisement
campaign.

Sometimes, they can also receive backlash also, like Everest saw that people were not aware
of all the products offered by them, so they started informational ads, which used to showcase
the different products offered by them.

3
Case Analysis

Culture- Food has been an essential part of Indian culture, and Indian spices are so deep-rooted in Indian
homes, emotions, and the kitchen. The Everest tried to play along with the same with their taglines. Also,
with the brand ambassador, Actress Radhika creates that sense of strong cultural values. And Species are
generally coming from the south part of the country hence giving credibility.

Motivation- Everest tried creating motivation among the customers to buy their spices by correlating their
campaign with their mother's food. Also, having ingredients from all parts of the country with their perfect
blend created the motivation to go for the product. As they feel they are getting products from the best
part of the country. Also, through several recipes over their website, they create the need and urges to
buy the product.

Personality- The brand is using the Super-Ego part of the consumer personality. Through their campaigns,
they are trying to talk about food coming straight from their mom's kitchen, creating a sense of
satisfaction and gratitude.

Consumer Attitude - Through their campaigns and website, they are trying to create an attitude of
essential products in their kitchen. If they ever think of spices, Everest should be the first thought.