You are on page 1of 12

1|P ag e


REG. NO. F/11724






The qualitative reseaci1 (QR) findings were followed by quantitative research. The convenient option was: Frozen chicken.V. Dr. of VHL. Sajid Peerbhoy’s Speer ad agency was chosen. (f) Each mother cherishes her own special recipe for a chicken dish. The Inconveniences in getting fresh chicken were: (a) It is more and more difficult to get it near-by. And halfbird. They have 60 p. To market legs and breast. His daughter Anuradha Desai is now the Chairperson and M. to market legs. The ideal chicken was: Freshly chicken. B. The following summarises the findings. Speer did some marketing research by focus group studies in Mumbai and then in Pune.” The company also planned to market ready-to-fly pre-spiced chicken and to operate a chain of fast-food outlets serving chicken fast food on the lines of McDonald’s.2|P ag e Case No : 1 VENKY’S OF VENKATESHWARA HATCHERIES Venkateshwara Hatcheries which went public recently is one of the most modern plants in poultry business in Asia. To market curried pieces. Rao of Venkateshwara Hatcheries expired in 1996. The brief given to Speer was “to market raw chicken in the form of a full bird. .c.D. Occasions to use chicken: (a) On special occasions (b) On Sundays (c) As a special treat (d) Cook it for guests (e) First non-veg food to which vegetay1ans graduated. (b) The search consumes time. market share of chicken marketed in the country. Further. In the beginning they had an Executive Director Gulam Harjanwalla who professionalized chicken marketing. (b) It does not cook fast. She prides herself on it. (c) It involves transportation cost. The following are the demerits of the frozen chicken: (a) It does not taste good. (c) It requires a lot of water to cook.

Venky’s chickens were chilled by a special process: blast freezing. Brand Name In spite of the Agency’s reservations.3|P ag e On deep probing. Just a minute ago. Reason: Superior blast freezing process. we have to make it an almost twice or thrice a week food item. it’s only minutes old. that was extra delicious to eat. It scores over ordinary frozen chicken and even the freshly killed chicken. Long-run Objective Though chicken has high standing as a special food. There were also connections with Lord Venkateshwara. The birds look so cute. and then being eaten the next. In the market. The client was led step-by-step and was supportive. Differentiation It was a special breed of chicken. Headlines These worked hard to ward off negatives: ‘Chicken so fresh. dressed or otherwise. fresh chicken was in fact frozen chicken vulnerable to bacterial contamination. the Venky’s was chosen as brand name. as they are young.” . since it was the name of the M.D. The communication strategy should be to treat chicken as a vegetable. they were alive. Positioning It was necessary to overcome the negative barrier to frozen food. Advertising Strategy It is not necessary to remind about live chicken. Those poor creatures! Imagine them alive one minute.’s son. The Agency had considered fifty other optional brand names. The position taken was that of technological superiority. the consumer psychology while buying fresh chicken was one of guilt and disgust.” “Chicken so fresh. The answer was a fact frozen chicken product. it simply melts in your mouth. It is so difficult to get used to this process. It is not necessary to see and think about raw chicken. Marketing research showed Venky’s connoted a South Indian image and was associated with vegetarian food. They are not to be shown alive or in their ugly raw dressed form. Venky’s unique freezing process makes it taste better and cook faster and melt quickly. It is so awful.

left Venky’s. There was the problem of spurious brands. So many persons dealt with the Agency. a common symbol was used on all hoardings. it can afford not to have a marketing cutting edge.4|P ag e Promotion of Special Parts The special parts were promoted as: “The part you want are the parts you get. Brand or product differentiation strategy was dropped. Each questioned and disagreed with the thinking of earlier persons. their E. the company lowered the price. and yet looked modern. New Ad Agency New agency was selected. The following is their present ad copy: . Success of the Launch The launch created tremendous demand but the distribution was weak. ad material and at POP. It is satisfied with a marginal price premium. The colour scheme used was of yellow and red colours. being happy and bright food colours. Present Thinking Venky’s is moving closer and closer to a commodity than a brand. Chicken was shown in a graphic from.” Execution A simple mnemonic was used.D. The company strengthened the distribution network later. Emphasis on blast freezing was dropped. one that did not turn off the house wife. The number of out left were increased dramatically. It is fine as long as there is no competition. The Agency advised premium pricing and quality policy. Instead. Emphasis on blast freezing was dropped. It brought chicken again to a commodity position A good chicken that makes tasty chicken dishes). The company perhaps believes that no one has the backing or volume of production to be a threat to them. emphasis was on different recipes. Instead. Raw chicken again appeared in the ads. Being a chicken monopoly. contrary to research findings. For quick identification. These colours are appetising too. However consumer supplies were diverted to institutional buyers leading to non-availability and spurious brands passing off as Venky’s. Gulam.

Such is the quality of her singing.5|P ag e Questions (A) (a) Comment on the advertising strategy adopted previously and currently. What do you think should be the copy platform for these products? Indicate the theme. darkness of the stain will indicate the quantity of stainer present. the appeal and the buying motives. And yet there is so much more to one is capturing one more vital as poet which one did not realize had existed in her. (c) Can you think of a different creative strategy for a product like chicken? Lip-sticks with permitted colours can also damage the lips since the stainers are tetra-bromo-fluorosine. (b) Comment on branding of food products. Questions (B) (a) The complete product knowledge is given in the above write-up. . Give your reasoning. and their promotion. Case No : 2 ALEMBIC CHEMICAL WORKS LTD. The Living Legends What does one say about Lata Mangeshkar? That she has dominated the Indian film music scene for almost four decades and promises to do so for atleast another decade? That she became a legend in her own life time? That here is a musical genius which comes about just once in many centuries? One could say all these things and yet be merely repeating what has been said a million times over. but are required to promote only to the medical profession. Darkening of lip colour also depends upon the bio-chemistry of individual’s lips. When rubbed against the palm. They produce fine visual aids and product literature which could either be sent as direct mailings to the medical profession or can be delivered to them through medical representatives. (b) Indicate a suitable media mix for advertising these products. DIRECT MAILINGS OF ALCEPHIN: THE LEGEND AMONG ANTIBIOTICS The pharmaceutical companies have to do direct marketing by necessity as they cannot advertise ethical products in layman's media for him.

Within a week of singing this song. On April 24. The centre-spread has the manufacturer's plug. Each folder deals exclusively with one legend. Promotion of S. Mandir was Master Vinayak's last film.1942. A short write-up on the . plays when she bumped against something. Lata Mangeshkar. Lata revealed her musical genius at the tender age of five. I have nothing elseto give you.S. and a brother. signed her up to sing a song for the film. acting in Pahili Mangeshgar (Marathi 42) Chimna Sansar (Marathi43) More Bal (Marathi 43) Gajadhan (Marathi 44) Badi Mao (Hindi 45) and Mandir (Hindi 48) With Mandir Lata seemed to have reached a dead end. Khemchand Prakash for Mahal. Lata continued with the singing of the song as if nothing had happened. When she came to. Ten living legends are chosen and include names like Satyajit Ray (since then deceased). However. All rushed toward the unconscious child and tried to revive her. Ghulam Haider. Oberoi came out with a set of 10 four-page folders for Alcephin based on the theme 'The Living Legends.well-designed and printed. It brings out the circumstances that inspired the magic in each of them. The idea is outstanding.But taking up a career as a playback singer was still impossible. Her first guru wee her own father and she avidly followed his musical stage plays. she made her debut as a playback singer with Vasant Joglekar's Kia Hasool in Marathi under the baton of shripad Nevrekar . all of whom have made a name in the field of music. Late Mangeshkar is the eldest in family of four sister. Laxman. Mother Teresa. Lata became the talk of the music world and was signed up by three other musical giants. Baba Ainte. one day. 1942 Master Dinanath passed away reportedly telling her "Except for the tanpura in the corner and these notebooks filled with classical music and songs and God's blessings. The graphics and typography and illustrations are appealing. after which he passed away. However. however. 1929. hard work end deprivation that have gone into building the facade which is so enviable. Late's mother Mai Mangeshkar ha.6|P ag e Very few of those who see her at the pinnacle of her success realise the amount of effort. who was then acoring the music for Majboor and who had seen and heard lata in the early. Forties. Abdul Kalain and Shivram Karanth. This dedication to music led to her debut on stage. Daughter of the noted Marathi stage actor-singer Master Dinnanath Mangeshkar.' The folders are extremely well-executed . It would seen that the young Late. was singing a song from one of her father's. It becomes a collector's series. Each folder is well-researched. She continued with her acting career. "The family'spenury compelled Lata to sign a contract with MasterVinayak's Huna Pictures as an actress-singer. The most important thing is to make the mundane promotion outstanding by creative ideas. stars served more benevolent. She was no great shakes as an actress and her career in playback singing had not really taken off. In the same year. her father's productive shadow was not to last for long. Born In Induce on September 28. Sunil Gavaskar. Two Years earlier she had made her debut in Hindi playback singing with Vasant Joglekar's Aap Ki Sewa Afein under the baton of composor Dutta Dawjekar but nothing much had happened. one vivid memory of Lata as a child. The selection covers a wide cross-section of interests.K. R.

com companies that have since failed or are struggling to keep their heads above water purchased forty percent of the Super Bowl ad slots in 2000. What are your reactions? (c) Put on your thinking cap.' It is not intrusive at all. a 30-second spot during the Super bowl cost companies a record average of $2. In 1993.Busch.2 million. who featured one 90-second commercial starring Britney Spears. Companies who paid for commercial time during Super Bowl XXXVI included Anheuser.1 million. Questions (a) Which other businesses/products can be suitable candidates for direct marketing? What promotional techniques can be employed? (b) Please do some research of your own on direct mailings of pharmaceutical companies. but by 1997 the cost had shot to $1. Advertising time during the Super Bowl is limited and priced at a premium. E-trade. For the 2001 Super Bowl XXXVI.7|P ag e characteristics of Alcephin and the line 'The Legend Among Antibiotics.2 million for the same short time frame. Yet it is effective. the cost for a 30 – second time slot was a high $850.000. M & M/Mars. Levi Strauss.3 million. Dot. The average selling price for each 30-second spot was just under $2 million. In 1998. a 30-second spot during the Super Bowl cost $1. . Visa and fast food chains Quizno’s Taco Bell. Fox Network offered 60 commercial spots for a total of 30 minutes of advertising time. CASE : 3 : IS SUPER BOWL ADVERTISING SUPER EFFECTIVE ? About 140 million Americans and 700 million total global viewers tune in to Super Bowl Sunday. during Super Bowl XXXVI.9 million each. AT & T Wireless. Identify a there for a campaign of one general tonic. the average rate for an advertising spot was approximately 2. Yahoo. In 2000. at $ 1. making the event one of the largest occasions for home entertainment. Pepsi Co. and Subway are among others. who purchased ten 30 – second spots. The fight for the prime spots starts months in advance of the actual airtime. In 2002.

the network did not sell the final ad until the Thursday before the game. and the Academy Awards (estimated price $1. The average rate for a 30-second spot during the early evening news in 2002 was $45. however. In addition to the cost factor. Miller Brewing Co. sponsored a pre-game show on the Friday night before the Super Bowl. these events do not draw as many viewers as the Super Bowl. for the first time.6 million per 30-second spot) offer companies ad time at lower rates. For Super Bowl ads.000. First. Secondly. Nissan. Many companies chose to advertise during other prime time events that were more affordable. Porsche. the Grammies (estimated price $57. Is Super Bowl advertising worth the cost? For many advertisers who bought time slots in previous games the answer was a resounding no. Ad agencies and clients . The games began just five days after the Super Bowl and offered 17 days of events during which advertisers could buy commercial time. the brand name often becomes secondary to the commercial itself in terms of viewer attention. Phillip Morris.000 per 30-second spot). the NFL. Fila and MCI passed on the chance to advertise during the game. According to marketing consultant Jack Trout. such as AOL Time Warner. many question what effect advertising actually has on the audience. with each firm trying to put out the next earth-shattering commercial that will stir talk about the commercial itself.000 per 30-second spot). firms have been trying to top previous years’ ads. The average selling rate for a 30-second prime time spot during the Olympics was only $600. and Motorola chose to avoid paying “television’s highest commercial prices” and bought ad time for lower rates during the pre-game show.900. Ever since Apple computer’s classic “1984” ad. the increasing rates made buying Super Bowl ad time difficult to justify. Even events such as the Golden Globes (estimated price $45.” This caused companies to carefully monitor how they spent their advertising budgets and many decided that the money could be better applied elsewhere.. marketers were facing the “worst advertising recession in recent memory. A final reason for lower rates and less marketer interest in Super Bowl ad time was competition from the 2002 Olympic Winter Games. However. Super Bowl ads have become events in and of themselves. Nissan marketing Chief Brad Bradshaw stated that although the company had intended to advertise during the game. it came to the conclusion that the resources could be better used to sell its vehicles in other ways. a bargain compared to the Super Bowl. The purpose of an advertisement is to increase customer awareness for a particular brand. Some companies.8|P ag e Although Fox did end up selling all of the available ad spots. There are several reasons for the selling delay and for the reduced rates in 2002.

4. or Purina Cat Chow that advertised after the game? Without systematic marketing research aimed at measuring Super Bowl advertising effectiveness. What kind of research design would you recommend for determining the effectiveness of M & M/Mars advertising during the Super Bowl? 2. It is questionable whether brand name is retained. If the research design involves a survey of households. Which advertiser got the biggest bang for the bucks: M & M/Mars that advertised during Super Bowl 2002. What kind of measures and scales will you employ in your survey? Can the observation method be used to determine the effectiveness of M & M/Mars advertising during the Super Bowl? If so. Which syndicated services discussed in the book can provide useful information ? . Some advertisers like Purina Cat Chow have taken a slightly different approach by purchasing airtime on the show directly following the Super Bowl. It remains to be established that Super Bowl advertising is super effective? Questions: 1. with many attention-getting promotions not translating into product purchases. rather than their intended purpose. many advertisers may be better off avoiding buying Super Bowl ad time and abandoning the world’s biggest television audience. many advertisers’ ad dollars possibly goes into just providing new fodder for water cooler conversation for the week instead of forming a lasting brand image in the minds of consumers. Without new research into the effectiveness of Super Bowl advertising and its effect on consumers. which survey method would you recommend and why? 3. questions such as these beg answers. which observation method would you recommend and why? 5.9|P ag e often seem to shoot for ads that are extraordinary for the sake or creativity. and so despite having an incredible commercial. They obtained airtime at one-sixth of the cost during the game and they believe that they retain approximately 40 percent of the audience.

It was used to infer that real athletes prefer Nike and that perhaps if the general audience buys the brand they will play better too. executive of one of Nike’s ad agencies. This high degree of recognition is one of the main reasons Nike has been so successful. juxtaposed with pictures of regular folks also engaged in sports. Inc. such as the first ad used to launch Michael Jordan’s Jordan brand wear. 2001. “We recognize that our ads need to tell consumers that we’re about product innovation and not just athletes and exposure.10 | P a g e CASE NO : 4 : NIKE SPRINTS AHEAD OF THE COMPETITION. to humorous. The company uses a process that is often called “image transfer”. . Nike showed less of the celebrity athletes that previously adorned its marketing output and showed more product usage than in the previous “Just Do It” campaign. For the 2001 fiscal year ended May 31. The latter advertising made the tongue – in – cheek suggestion that Jordan himself had a hand in production by slipping away from a Bulls’ game at half time to run over to his company and then return in time for the game’s second half. With the launch of the “I can” campaign. Nike did not back away from innovative marketing. athletic footwear company and one of the most recognized American brands among foreign consumers. advertising. “We don’t set out to make ads. Nike’s unpredictable image-based ads have ranged from shocking. YET HAS A LONG WAY TO RUN Nike. One ad featured the Beatles and clips of Nike athletes. located in Beaverton. Michael Jordan and John McEnroe. Competitors Reebok and Adidas recently featured more product-focused ads and were met with a great deal of success.based advertising campaigns. Despite this rearranged focus. The ultimate goal is to make a connection. Nike emphasized more of its product innovation skills than the jockey. such as its portrayal of real blood and guts in a “Search and Destroy” campaign usesd during the 1996 Olympic games. Nike ads traditionally did not specifically place a product – or mention the brand name. is the number one U. A mood or atmosphere was created and then the brand is associated with that mood. We need to prove to consumers that we’re not just slapping a swoosh (the company trademark) on stuff to make a buck.5 billion.” said Chris Zimmerman. the company continued to soar. with sales of over $9. edgy attitude that it displayed in previous years.S.(www. Perhaps such success could be attributed to its concept In 1998. Nike shifted to a new phase in its marketing strategy. director of Nike’s U.” states Dan Weiden.

Most recently. Nike was named one of 2001’s best in advertising by Time magazine for its ad featuring expert dribblers doing trick moves. The Nike Shox line of athletic shoes is shaping up to be very popular in both the U. to United Kingdom consumers. In February 2001. the Nike Shox. In the future.S. As the company looks ahead to 2010. international sales comprised one-third of Nike’s business. Germany. “Take Me Out to the Ballgame” in their native language. and Japan. Nike will focus its advertising on sports. Mexico. which could prove to be the most difficult element for Nike to undertake. Nike bought out many of its worldwide distribution centers in order to achieve greater control of its operations. technically superior sports shoe. and style all at the same time. but to do so. it would have to refocus its marketing and distribution in order to reestablish itself as an authentic. This shoe was in development for 16 years. long way to run. comfort. Nike would like to expand into the soccer and international sports arena. shock absorbency. As of 2003. it still has a long.” The shoes are reported to provide support. One reporter in London states that his pair of Nike Shox makes him feel like he is “walking on cloud nine with a spring in (his) step.” Nike states that this ad was their most popular ad in 20 years. Time is quoted as saying the ad conveyed a message that “Sport is music. Another popular ad from 2001 was known as the “Take Me Out to the Ballgame” ad. Sport is dance. Sport is art. Nike would like to build up its presence in the key markets of China. This particular ad featured professional athletes from varying sports singing one line of the song.K. at the heart of Nike’s future strategy is the international arena. and will feature sports that are of a particular interest in specific regions. . Nike unveiled its latest technological revolution. and the U. than inside.11 | P a g e Nike continues to excel in the advertising arena. Nike realizes that while it is ahead of competition. and Nike hoped it would revolutionize the sports shoe market in much the same way that NikeAir did when it was launched in the UK in the 1980s. Nike would be larger outside of the U. There seemed to be a pretty strong recognition that by 2010.S.

given the management decision problem you have identified. How can the Internet be used to help Nike in conducting marketing research. Should Nike switch from a focus on celebrities to a focus on its products in its advertising? Discuss the role of marketing research in helping Nike management make this decision. 5. 3. Define the marketing research problem facing Nike. 6.12 | P a g e Questions: 1. and in marketing its products? . How would you describe the buying behavior of consumers with respect to athletic footwear? What is the management decision problem facing Nike as it attempts to retain its leadership position? 4. Develop two suitable research questions and formulate two hypotheses for each. What kind of research should be undertaken / 2.