We are here as a catalyst between the consumer and the brand, that is precisely what we as a communication/advertising professional.
"Magic lies in the products" - Bill Bernbach
The Interface/Process
- Premium Ready Made Garments (PRMG) had seen a few years of rapid growth.
- Essentially for formals to be worn to office
- Formals defined in merchandising terms as a blue, white and strips
Allen Solly
-> Anglo - American brand that did not enjoy any franchise in India
-> Fashion forward brand in merchandise terms, in bold colours, every fits and in unusual fabric types
-> Priced in the premium segment
The Problem
-> Allen Solly did not fit the existing perception of a PRMG
-> The consumer was willing to pay high prices only for garments that were worn at formal occasions
Target Audience
-> Successful executives, self employed and businessman. Existing PRMG
-> Early adopters from relatively more relaxed workplaces like software and advertising
-> Psychographics : experimentative, ambitious, self assured
Communication Strategy
-> Redefine the category itself - expand, expand the definition of formals to include then Allan Sollys unique merchandise.
Creative Solution
-> Use attitude statements to derive the 'different perception'
-> Use the merchandise effectively to make the point
-> Bring in the pro
Results
-> 238% value growth in 1995, 92% in 1996 and green 100%
-> High brand recall scores in the target audience
-> Allen Solly shows ever increasing acceptability
-> High loyalty points
"Great brands are made when great relationships happen with creatives and account planning"
"Your route map is decided by your research"
"You need to know your product and your consumers too"
Assignment : Create A Case Study for Dissecting a (given) Brand...
Brand Definition
Marketing Objectives
Role of Advertising
Competition
Brand Definition : A vivid expression of the brand and it's real personality.
Marketing Aims : What is the problem/opportunity the marketing initiative has to tackle
Role of Advertising : What are we realistically trying to achieve through advertising
The Competition : Who is competing with our brand
The Target Market : Who are we talking to? What is the insight that can lead to an advertising opportunity.
Where are we ? : What is the brand and it's competitors position in the consumer minds?
Where we going? : How do we want our target to react/alter his opinion after he's seen the advertisement (not after he's bought the product)
The Buttons : What is the single, brilliant, simple, something that will bring about the change in the consumers opinion about the brand.
Support : Facts that support the button.
"Magic lies in the products" - Bill Bernbach
The Interface/Process
- Premium Ready Made Garments (PRMG) had seen a few years of rapid growth.
- Essentially for formals to be worn to office
- Formals defined in merchandising terms as a blue, white and strips
Allen Solly
-> Anglo - American brand that did not enjoy any franchise in India
-> Fashion forward brand in merchandise terms, in bold colours, every fits and in unusual fabric types
-> Priced in the premium segment
The Problem
-> Allen Solly did not fit the existing perception of a PRMG
-> The consumer was willing to pay high prices only for garments that were worn at formal occasions
Target Audience
-> Successful executives, self employed and businessman. Existing PRMG
-> Early adopters from relatively more relaxed workplaces like software and advertising
-> Psychographics : experimentative, ambitious, self assured
Communication Strategy
-> Redefine the category itself - expand, expand the definition of formals to include then Allan Sollys unique merchandise.
Creative Solution
-> Use attitude statements to derive the 'different perception'
-> Use the merchandise effectively to make the point
-> Bring in the pro
Results
-> 238% value growth in 1995, 92% in 1996 and green 100%
-> High brand recall scores in the target audience
-> Allen Solly shows ever increasing acceptability
-> High loyalty points
"Great brands are made when great relationships happen with creatives and account planning"
"Your route map is decided by your research"
"You need to know your product and your consumers too"
Assignment : Create A Case Study for Dissecting a (given) Brand...
Basic Construct
Brand Definition
Marketing Objectives
Role of Advertising
Competition
Brand Definition : A vivid expression of the brand and it's real personality.
Marketing Aims : What is the problem/opportunity the marketing initiative has to tackle
Role of Advertising : What are we realistically trying to achieve through advertising
The Competition : Who is competing with our brand
The Target Market : Who are we talking to? What is the insight that can lead to an advertising opportunity.
Where are we ? : What is the brand and it's competitors position in the consumer minds?
Where we going? : How do we want our target to react/alter his opinion after he's seen the advertisement (not after he's bought the product)
The Buttons : What is the single, brilliant, simple, something that will bring about the change in the consumers opinion about the brand.
Support : Facts that support the button.
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