Amtrex Hitachi:
The advertisements of Hitachi are targeted at SEC A and A1 males above 35 years of age and car owners. The advertising is being handled by Orchard, Mumbai. The brand has a catchy tagline, ‘For those who seek perfection.
Hitachi’s advertising handled by Orchard B was aimed at developing the personality of the brand, first with the help of humour driven T.V adds and then strong product oriented print adds showcasing the benefits offered by the new Logicool range of ACs . Seeing the competition in the market hotting up Hitachi has increased their advertising and promotion expenditure to Rs 20 crore in 2001 from Rs.8 crore in 2000.
The initial adds showcased the perfectionist nature of the bald man with respect to every work being done by him. The latter TV adds focused on the features and functions of ACs thanks to the Logicool processor where by the bald man is shown programming the temperature of the room that he wants on his arrival in the evening. When he returns in the evening he first checks the temperature from the keyhole and then enters once he is satisfied with the necessary ambience.
They have advertised heavily in the months of March, April and May talking about the benefits offered by their Logicool range of ACs. The humorous adds have worked well for the brand because the brand awareness and recall is high. The negative aspect has been that though people remember the adds, the message and the positioning of the new Logicool range and the benefits offered have somewhat not penetrate the minds of the customer on the basis of which the brand is planning to expand its market.
The reason can be that people are not exactly thrilled by the benefits being offered and they prefer other brands like LG and Samsung which have a better image in terms of the benefits being offered as they have established their technology and
innovation in other white goods as compared to Hitachi which doesn’t have a strong foothold in the other white goods market. They are also trying to publicize their ACs by distributing free ACs through the popular programme “Khul Ja Sim Sim”. The ACs are given to the winners of the show.
This has been a nice way of promoting the brand in the off seasons. They have effectively used the in show mode of publicity which is fast gaining momentum. Already major MNCs like Coke, Hyundai have been endorsing their products through shows, serials and movies.
Another interesting event with Jet Airways had been organized by the company in March, where in Hitachi ACs were given to one full planeload as well as to the best hostess on the flight, subject to fulfillment of conditions laid down. Thus The company has been using innovative and aggressive modes to publicize their brand.
The advertisements of Hitachi are targeted at SEC A and A1 males above 35 years of age and car owners. The advertising is being handled by Orchard, Mumbai. The brand has a catchy tagline, ‘For those who seek perfection.
Hitachi’s advertising handled by Orchard B was aimed at developing the personality of the brand, first with the help of humour driven T.V adds and then strong product oriented print adds showcasing the benefits offered by the new Logicool range of ACs . Seeing the competition in the market hotting up Hitachi has increased their advertising and promotion expenditure to Rs 20 crore in 2001 from Rs.8 crore in 2000.
The initial adds showcased the perfectionist nature of the bald man with respect to every work being done by him. The latter TV adds focused on the features and functions of ACs thanks to the Logicool processor where by the bald man is shown programming the temperature of the room that he wants on his arrival in the evening. When he returns in the evening he first checks the temperature from the keyhole and then enters once he is satisfied with the necessary ambience.
They have advertised heavily in the months of March, April and May talking about the benefits offered by their Logicool range of ACs. The humorous adds have worked well for the brand because the brand awareness and recall is high. The negative aspect has been that though people remember the adds, the message and the positioning of the new Logicool range and the benefits offered have somewhat not penetrate the minds of the customer on the basis of which the brand is planning to expand its market.
The reason can be that people are not exactly thrilled by the benefits being offered and they prefer other brands like LG and Samsung which have a better image in terms of the benefits being offered as they have established their technology and
innovation in other white goods as compared to Hitachi which doesn’t have a strong foothold in the other white goods market. They are also trying to publicize their ACs by distributing free ACs through the popular programme “Khul Ja Sim Sim”. The ACs are given to the winners of the show.
This has been a nice way of promoting the brand in the off seasons. They have effectively used the in show mode of publicity which is fast gaining momentum. Already major MNCs like Coke, Hyundai have been endorsing their products through shows, serials and movies.
Another interesting event with Jet Airways had been organized by the company in March, where in Hitachi ACs were given to one full planeload as well as to the best hostess on the flight, subject to fulfillment of conditions laid down. Thus The company has been using innovative and aggressive modes to publicize their brand.