Description
Ad Analysis-Benz and Western Union
ADVERTISEMENT REVIEW
MERCEDES BENZ - INTRODUCTION
A Division of the parent company DIAMLER AG. ? Based in Stuttgart, Germany. ? Mercedes available in India since 1995. ? Products available: Cars Trucks Buses
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MODELS AVAILABLE IN INDIA
Model Mercedes Benz C Class (sedan) Available in Petrol and Diesel Mercedes Benz E Class (sedan) Available in Petrol and Diesel Mercedes Benz CLS Class (Sedan) Mercedes 350 and 500 (Petrol only) Mercedes Benz S Class (Sedan) Mercedes 350 and 500 (Petrol only) Mercedes SL Class (Sedan Roadster) Available in Petrol only Mercedes Class M Class (Diesel) Mercedes SLS AMG (Petrol) Price Rs. 26 lakhs - Rs. 33.23 lakhs Rs. 38.75 lakhs – Rs. 52 lakhs Rs. 69 lakhs – Rs. 92 lakhs Rs. 77.5 lakhs – Rs. 1.2 Crores Rs. 1.33 Crore
Rs. 63 lakhs Rs. 3 crore
ADVERTISEMENT
?
Mercedes-Benz has rolled out a new spot for its freshlyminted E-Class, which features the new Brake Assist System Plus (BAS +) that interprets the driver's inputs and increases braking force as necessary to avoid an accident. The company's newest commercial does its best to make light of a potentially life-saving safety system
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ADVERTISEMENT ANALYSIS
Strengths
? Clear communication in very short time to tell story ? They have invited users to participate in story ? Music , Location ? Attire
ADVERTISEMENT STRATEGY
•
Pull Strategy • High brand loyalty • High product involvement • Product has unique benefits
Information Processing Model • Cognitive - Focus is on the presentation and capturing attention of the consumer towards the latest technological innovation of Mercedes • • Effective – Clear communication in very short time Behavioral – Developing Positive emotions towards the advertisement.
•
ADVERTISEMENT – STP
SEGMENTATION
? Demographic
? Gender - Male ? Professional/ High Income ? Personality ?
?
POSITIONING
Benefit Positioning ( Safety ) Product Class Positioning ( Luxurious, looks) Application Positioning (Innovative - BAS + )
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Behavioral
?
High involvement ?
?
Brand
TARGET
Niche/ Concentrated Market
WESTERN UNION - INTRODUCTION
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Leader in global money transfer and payment services Founded in 1861; headquartered at Colorado, US $5.1b company with 430,000 Agent locations in 200 countries 200 million c2c transactions completed in 2010 Western Union, Vigo, Orlandi Valuta, Pago Facil and Custom House branded payment services
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WESTERN UNION – MONEY TRANSFER
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$290 b remittance industry; 8% yoy growth $265 million annual advertising budget. Customer base predominantly consists of economic migrants Branded like the Coca-cola of money transfer market
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WESTERN UNION – MONEY TRANSFER THE ADVERTISEMENT
Advertisement Analysis – Key elements
Demonstrates that Western Union can reliably and quickly transfer your money to your home country
Strategy
Big Idea
The service of Western Union goes beyond transferring money. It also brings you closer to your loved ones Elements of emotion and attachment, selection of right concept, and effective execution
Execution elements
ADVERTISEMENT ANALYSIS – CONTD..
• Globally consistent segment marketing • Reliability and trust emphasized
• Making connection with a loved one
• Simple, clear and relevant message • Brand building
ADVERTISEMENT ANALYSIS – CONTD..
• Different advertising strategies for developed and developing nations • Followed by a new global advertising campaign • Tailor–made for India, a priority market for Western Union
THANK YOU !
doc_202836267.pptx
Ad Analysis-Benz and Western Union
ADVERTISEMENT REVIEW
MERCEDES BENZ - INTRODUCTION
A Division of the parent company DIAMLER AG. ? Based in Stuttgart, Germany. ? Mercedes available in India since 1995. ? Products available: Cars Trucks Buses
?
MODELS AVAILABLE IN INDIA
Model Mercedes Benz C Class (sedan) Available in Petrol and Diesel Mercedes Benz E Class (sedan) Available in Petrol and Diesel Mercedes Benz CLS Class (Sedan) Mercedes 350 and 500 (Petrol only) Mercedes Benz S Class (Sedan) Mercedes 350 and 500 (Petrol only) Mercedes SL Class (Sedan Roadster) Available in Petrol only Mercedes Class M Class (Diesel) Mercedes SLS AMG (Petrol) Price Rs. 26 lakhs - Rs. 33.23 lakhs Rs. 38.75 lakhs – Rs. 52 lakhs Rs. 69 lakhs – Rs. 92 lakhs Rs. 77.5 lakhs – Rs. 1.2 Crores Rs. 1.33 Crore
Rs. 63 lakhs Rs. 3 crore
ADVERTISEMENT
?
Mercedes-Benz has rolled out a new spot for its freshlyminted E-Class, which features the new Brake Assist System Plus (BAS +) that interprets the driver's inputs and increases braking force as necessary to avoid an accident. The company's newest commercial does its best to make light of a potentially life-saving safety system
?
ADVERTISEMENT ANALYSIS
Strengths
? Clear communication in very short time to tell story ? They have invited users to participate in story ? Music , Location ? Attire
ADVERTISEMENT STRATEGY
•
Pull Strategy • High brand loyalty • High product involvement • Product has unique benefits
Information Processing Model • Cognitive - Focus is on the presentation and capturing attention of the consumer towards the latest technological innovation of Mercedes • • Effective – Clear communication in very short time Behavioral – Developing Positive emotions towards the advertisement.
•
ADVERTISEMENT – STP
SEGMENTATION
? Demographic
? Gender - Male ? Professional/ High Income ? Personality ?
?
POSITIONING
Benefit Positioning ( Safety ) Product Class Positioning ( Luxurious, looks) Application Positioning (Innovative - BAS + )
?
Behavioral
?
High involvement ?
?
Brand
TARGET
Niche/ Concentrated Market
WESTERN UNION - INTRODUCTION
?
Leader in global money transfer and payment services Founded in 1861; headquartered at Colorado, US $5.1b company with 430,000 Agent locations in 200 countries 200 million c2c transactions completed in 2010 Western Union, Vigo, Orlandi Valuta, Pago Facil and Custom House branded payment services
?
?
?
?
WESTERN UNION – MONEY TRANSFER
?
$290 b remittance industry; 8% yoy growth $265 million annual advertising budget. Customer base predominantly consists of economic migrants Branded like the Coca-cola of money transfer market
?
?
?
WESTERN UNION – MONEY TRANSFER THE ADVERTISEMENT
Advertisement Analysis – Key elements
Demonstrates that Western Union can reliably and quickly transfer your money to your home country
Strategy
Big Idea
The service of Western Union goes beyond transferring money. It also brings you closer to your loved ones Elements of emotion and attachment, selection of right concept, and effective execution
Execution elements
ADVERTISEMENT ANALYSIS – CONTD..
• Globally consistent segment marketing • Reliability and trust emphasized
• Making connection with a loved one
• Simple, clear and relevant message • Brand building
ADVERTISEMENT ANALYSIS – CONTD..
• Different advertising strategies for developed and developing nations • Followed by a new global advertising campaign • Tailor–made for India, a priority market for Western Union
THANK YOU !
doc_202836267.pptx