Description
This presentation is explaining ad analysis and it covers IKEA and panasonic.
Advertising – Video & Print
Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'
IKEA – Hooray for the everyday..
? Background – Swedish, home décor/furnishing company . ?
Ad agency : ICOM
? Category – House, Garden & Pets ? Message – To create a better everyday life for the many people
? Objective - Different from other home furnishing companies. (Brand
awareness, store themes, catalogue drops and store openings)
? Target Audience – Price conscious, Modern, DIY
? Value proposition – Sells a lifestyle that customers around the world embrace
as a signal that they've arrived; have good taste and recognize value.
? Taglines – Home is the most important place in the world
IKEA Vision – ‘"Your partner in better living. We do our part, you do yours. Together we save money."
? Company background – Swedish (1943, Ingvar Kamprad ), world's largest
furniture retailer, specialized in stylish and inexpensive furniture.
?
174 stores worldwide, with plans for 50 more in the next 10 years, and employs more than 75,000 people.
? Worldwide sales of more than €9.6 billion a year (US$ 11B), reputation
for selling inexpensive, sturdy, self-assembled furniture.
? Sells its furniture in kits, to be assembled by the customers at home ;
Also, utility items such as utensils, hooks, clips, stands, etc.
Advt. critique
? ? ? ? ? ? ? ?
Strengths : Exhaustive Contemporary Progressive Gives the flavor of the brand Apt targeting Shows the everyday life at home. An interesting premise.
? ? ? ? ? ?
Drawbacks : Slow, Repetitive Not direct Too long Cumbersome second half Struggle to sustain interest when the visuals are in slow motion.
Target Marketing
? Middle class & lower middle class segment families (price
sensitive)
? Style/Fashion conscious customers ? People who are fond of changing their interiors
frequently
? DIY customers.
Segmentation
Segments Demographic traits Primary benefit sought Psychographics Behavioural characteristics
Middle class
Middle class families (nuclear)
Affordability, Looks, Durability, Ease of assembling Low cost, Affordability
Want the looks, style, low cost & affordability together. Price conscious, less disposable income Highly fashion conscious
Medium loyalty, may not like the idea of self assembly (may opt for local furniture providers for ease) High loyalty due to affordability, value for money High brand loyalty to IKEA (motivate the brand to innovate frequently)
Lower Middle class
Lower middle class families (nuclear)
Style & Fashion conscious
Youth, Newly wed couples
Looks, Changing trends, Modern
Changing interiors/home frequently
DIY
--
Durability, Portability
No fixed jobs/ moving frequently
Low brand loyalty, use disposable furniture
Youth (male)
Cost cutting, Ease of assembling
Self dependent, taking risks
High loyalty
Differentiation
Product characteristics • Wide variety, modern yet affordable & comfortable. • Furniture strong enough to accommodate frequent moves. • most products require assembly after purchase offers options for choosing, transporting and assembling furniture. Services Characteristics • Customer all to itself, Provides the shopper a 360degree retail experience. • Uses in-store displays to demonstrate product sturdiness and assembly. Image characteristics • Offer a wide range of home furnishing with good design and function at prices so low that as many people as possible will be able to afford them. • Large fan base & loyal customers. Distribution Characteristics • Uses inexpensive materials in a novel way and minimizing production, distribution and retail costs. Price characteristics • Prices are 30 to 50% lower than competing products. Penetra tion pricing significant market share. • Low-cost logistics, store location in suburban areas and a DIY approach to marketing.
• Online purchase, catalogues, large number of stores worldwide.
Print Ad: Panasonic Viera 3D
? Background –Japanese Electronics Manufacturer ? Ad agency – Lobo. ? Category – Electronics & Technology. ? Message – To create new ideas that propel your life ?
?
?
?
ahead with time Objective – Differentiate from other electronic companies (Brand awareness, customer loyalty, worldwide presence) Target Audience – Quality conscious , modern Value Proposition – Selling ideas that can make your life better Taglines – Ideas for life
VISION to become the No.1 Green Innovation Company in the Electronics Industry towards 2018 – 100th anniversary
1) Green life and innovation - ideas ? “lifestyle with virtually zero CO2 emissions for the entire home and the entire building,” ? “lifestyle with recycling-oriented products manufacturing,” ? “evolving and expanding eco cars,” and ? “encouraging eco-conscious products in emerging and developing countries.” 2) Green business innovation ? We will create and pursue a business-style which makes the best use of resources and energy. ? “green work-style” ? “offering eco-solution using its own expertise.”
Company background
? Japanese Company - Panasonic Corporation headquartered in
? ? ? ? ? ?
?
Kadoma, Osaka, Japan (founded in 1918)- grown to become the largest Japanese electronics producer. formerly known as Matsushita Electric Industrial Co., Ltd. Was ranked the 89th-largest company in the world in 2009 by the Forbes Global 2000. President Fumio Ohtsubo. Worldwide sales of more than 7,418.0 billion yen , reputation for selling world-class electronics items. Employees nearly 384,586 workers in a grid of 680 Consolidated Companies Subsidiary - SANYO Electric Co., Ltd., which is a key player in the fields of solar and rechargeable batteries, to our Group will provide a strong momentum toward this end. It manufactures and markets a wide range of consumer electronic white goods under the Panasonic brand to enhance and enrich lifestyles all around the globe.
Advertisement critique
? Strengths : ? Contemporary ? Long vision ? Gives the flavor of the brand – idea is more than unique ? Used dinosaurs to capture immediate attention ? Apt targeting ? Shows the very fresh outlook to life at home. ? An interesting plot created. ? Seems like committed to enrich people’s lives and make a difference
around the world
? Drawbacks : ? Not direct ? Tough to understand
Segmentation :
Segment Demograph Primary s ic traits benefit sought
Elite class Joint or nuclear Affordability, Looks, Durability
Psychograph Behavioural ics characteristic s
Want the looks, style, low cost & affordability together. Medium loyalty, may not like the idea of self assembly (may opt for local furniture providers for ease) High loyalty due to affordability, value for money High brand loyalty to IKEA (motivate the brand to innovate frequently) Low brand loyalty
Competiti ve brands
Sony, Apple
Upper Middle class
Lower middle class families (nuclear) Youth, Newly wed couples ,
Low cost, Affordability
Price sensitive – value for money, less disposable income Highly fashion conscious
Samsung, Hitachi, Videocon, Toshiba LG, Fujitsu, Zilog
Style & Fashion conscious
Looks, Changing trends, Modern
Early Adopters
Trend setters
Feeds their egos well, durability. portability
--
Apple
Target Marketing
? Caters to the elite class as a luxury product
? Upper class and upper middle class segment
families (high difference appreciators)
? Style/Fashion conscious customers
? People who are fond of being referred to as early
adopters
Positioning of Viera TV
? ? ? ?
Environmental friendly Stylish design. Full HD 3D display technology Viewer friendly – 1080 picture resolution, intelligent frame creation, infinite black pro, sequential playback, wide color viewing angle, THX certified display, 24p smooth film and uses game model that supports quicker and faster image response, longer panel life of 100000 hrs, mercury and lead free plasma display panels, gentle on eyes and standby power supply ? Compatibility to network with many other devices through features like VIERA Link, the VIERA Image Viewer, and VIERA CAST. ? Whole life perspective in many languages. ? It translates the ideas for life into the values and lifestyles our customers aspire to.
Differentiation
Product characteristics Services Characteristics Image characteristics Distribution Characteristics Price characteristics
• Wide variety, modern yet affordable & comfortable. • Furniture strong enough to accommodate frequent moves • High picture quality • Smart networking • Environmental friendliness, and stylish design • Also offer a wide product range .
• Ability to network with many other devices through features like VIERA Link, the VIERA Image Viewer, and VIERA CAST. • New content added is Skype compatibility • Is Wi-Fi ready • USB connection
• Offer a wide range of VT series, D, G , S , U X and C series plasma and LCD HDTVs with good design and functioning. • Large fan base & loyal customers. • Customer all to itself, Provides the shopper a 360-degree retail experience.
• Uses in-store displays to demonstrate product sturdiness and thereby form its distribution channel. • Online purchase, catalogues, large number of stores worldwide.
• Prices range from 29K to 35 K. • Are grouped and termed as Style statement holdings within range.
• Penetration and pricing take up a significant market share.
• Store location in major cities as well as suburban areas .
doc_128185363.pptx
This presentation is explaining ad analysis and it covers IKEA and panasonic.
Advertising – Video & Print
Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'
IKEA – Hooray for the everyday..
? Background – Swedish, home décor/furnishing company . ?
Ad agency : ICOM
? Category – House, Garden & Pets ? Message – To create a better everyday life for the many people
? Objective - Different from other home furnishing companies. (Brand
awareness, store themes, catalogue drops and store openings)
? Target Audience – Price conscious, Modern, DIY
? Value proposition – Sells a lifestyle that customers around the world embrace
as a signal that they've arrived; have good taste and recognize value.
? Taglines – Home is the most important place in the world
IKEA Vision – ‘"Your partner in better living. We do our part, you do yours. Together we save money."
? Company background – Swedish (1943, Ingvar Kamprad ), world's largest
furniture retailer, specialized in stylish and inexpensive furniture.
?
174 stores worldwide, with plans for 50 more in the next 10 years, and employs more than 75,000 people.
? Worldwide sales of more than €9.6 billion a year (US$ 11B), reputation
for selling inexpensive, sturdy, self-assembled furniture.
? Sells its furniture in kits, to be assembled by the customers at home ;
Also, utility items such as utensils, hooks, clips, stands, etc.
Advt. critique
? ? ? ? ? ? ? ?
Strengths : Exhaustive Contemporary Progressive Gives the flavor of the brand Apt targeting Shows the everyday life at home. An interesting premise.
? ? ? ? ? ?
Drawbacks : Slow, Repetitive Not direct Too long Cumbersome second half Struggle to sustain interest when the visuals are in slow motion.
Target Marketing
? Middle class & lower middle class segment families (price
sensitive)
? Style/Fashion conscious customers ? People who are fond of changing their interiors
frequently
? DIY customers.
Segmentation
Segments Demographic traits Primary benefit sought Psychographics Behavioural characteristics
Middle class
Middle class families (nuclear)
Affordability, Looks, Durability, Ease of assembling Low cost, Affordability
Want the looks, style, low cost & affordability together. Price conscious, less disposable income Highly fashion conscious
Medium loyalty, may not like the idea of self assembly (may opt for local furniture providers for ease) High loyalty due to affordability, value for money High brand loyalty to IKEA (motivate the brand to innovate frequently)
Lower Middle class
Lower middle class families (nuclear)
Style & Fashion conscious
Youth, Newly wed couples
Looks, Changing trends, Modern
Changing interiors/home frequently
DIY
--
Durability, Portability
No fixed jobs/ moving frequently
Low brand loyalty, use disposable furniture
Youth (male)
Cost cutting, Ease of assembling
Self dependent, taking risks
High loyalty
Differentiation
Product characteristics • Wide variety, modern yet affordable & comfortable. • Furniture strong enough to accommodate frequent moves. • most products require assembly after purchase offers options for choosing, transporting and assembling furniture. Services Characteristics • Customer all to itself, Provides the shopper a 360degree retail experience. • Uses in-store displays to demonstrate product sturdiness and assembly. Image characteristics • Offer a wide range of home furnishing with good design and function at prices so low that as many people as possible will be able to afford them. • Large fan base & loyal customers. Distribution Characteristics • Uses inexpensive materials in a novel way and minimizing production, distribution and retail costs. Price characteristics • Prices are 30 to 50% lower than competing products. Penetra tion pricing significant market share. • Low-cost logistics, store location in suburban areas and a DIY approach to marketing.
• Online purchase, catalogues, large number of stores worldwide.
Print Ad: Panasonic Viera 3D
? Background –Japanese Electronics Manufacturer ? Ad agency – Lobo. ? Category – Electronics & Technology. ? Message – To create new ideas that propel your life ?
?
?
?
ahead with time Objective – Differentiate from other electronic companies (Brand awareness, customer loyalty, worldwide presence) Target Audience – Quality conscious , modern Value Proposition – Selling ideas that can make your life better Taglines – Ideas for life
VISION to become the No.1 Green Innovation Company in the Electronics Industry towards 2018 – 100th anniversary
1) Green life and innovation - ideas ? “lifestyle with virtually zero CO2 emissions for the entire home and the entire building,” ? “lifestyle with recycling-oriented products manufacturing,” ? “evolving and expanding eco cars,” and ? “encouraging eco-conscious products in emerging and developing countries.” 2) Green business innovation ? We will create and pursue a business-style which makes the best use of resources and energy. ? “green work-style” ? “offering eco-solution using its own expertise.”
Company background
? Japanese Company - Panasonic Corporation headquartered in
? ? ? ? ? ?
?
Kadoma, Osaka, Japan (founded in 1918)- grown to become the largest Japanese electronics producer. formerly known as Matsushita Electric Industrial Co., Ltd. Was ranked the 89th-largest company in the world in 2009 by the Forbes Global 2000. President Fumio Ohtsubo. Worldwide sales of more than 7,418.0 billion yen , reputation for selling world-class electronics items. Employees nearly 384,586 workers in a grid of 680 Consolidated Companies Subsidiary - SANYO Electric Co., Ltd., which is a key player in the fields of solar and rechargeable batteries, to our Group will provide a strong momentum toward this end. It manufactures and markets a wide range of consumer electronic white goods under the Panasonic brand to enhance and enrich lifestyles all around the globe.
Advertisement critique
? Strengths : ? Contemporary ? Long vision ? Gives the flavor of the brand – idea is more than unique ? Used dinosaurs to capture immediate attention ? Apt targeting ? Shows the very fresh outlook to life at home. ? An interesting plot created. ? Seems like committed to enrich people’s lives and make a difference
around the world
? Drawbacks : ? Not direct ? Tough to understand
Segmentation :
Segment Demograph Primary s ic traits benefit sought
Elite class Joint or nuclear Affordability, Looks, Durability
Psychograph Behavioural ics characteristic s
Want the looks, style, low cost & affordability together. Medium loyalty, may not like the idea of self assembly (may opt for local furniture providers for ease) High loyalty due to affordability, value for money High brand loyalty to IKEA (motivate the brand to innovate frequently) Low brand loyalty
Competiti ve brands
Sony, Apple
Upper Middle class
Lower middle class families (nuclear) Youth, Newly wed couples ,
Low cost, Affordability
Price sensitive – value for money, less disposable income Highly fashion conscious
Samsung, Hitachi, Videocon, Toshiba LG, Fujitsu, Zilog
Style & Fashion conscious
Looks, Changing trends, Modern
Early Adopters
Trend setters
Feeds their egos well, durability. portability
--
Apple
Target Marketing
? Caters to the elite class as a luxury product
? Upper class and upper middle class segment
families (high difference appreciators)
? Style/Fashion conscious customers
? People who are fond of being referred to as early
adopters
Positioning of Viera TV
? ? ? ?
Environmental friendly Stylish design. Full HD 3D display technology Viewer friendly – 1080 picture resolution, intelligent frame creation, infinite black pro, sequential playback, wide color viewing angle, THX certified display, 24p smooth film and uses game model that supports quicker and faster image response, longer panel life of 100000 hrs, mercury and lead free plasma display panels, gentle on eyes and standby power supply ? Compatibility to network with many other devices through features like VIERA Link, the VIERA Image Viewer, and VIERA CAST. ? Whole life perspective in many languages. ? It translates the ideas for life into the values and lifestyles our customers aspire to.
Differentiation
Product characteristics Services Characteristics Image characteristics Distribution Characteristics Price characteristics
• Wide variety, modern yet affordable & comfortable. • Furniture strong enough to accommodate frequent moves • High picture quality • Smart networking • Environmental friendliness, and stylish design • Also offer a wide product range .
• Ability to network with many other devices through features like VIERA Link, the VIERA Image Viewer, and VIERA CAST. • New content added is Skype compatibility • Is Wi-Fi ready • USB connection
• Offer a wide range of VT series, D, G , S , U X and C series plasma and LCD HDTVs with good design and functioning. • Large fan base & loyal customers. • Customer all to itself, Provides the shopper a 360-degree retail experience.
• Uses in-store displays to demonstrate product sturdiness and thereby form its distribution channel. • Online purchase, catalogues, large number of stores worldwide.
• Prices range from 29K to 35 K. • Are grouped and termed as Style statement holdings within range.
• Penetration and pricing take up a significant market share.
• Store location in major cities as well as suburban areas .
doc_128185363.pptx