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Ad Strategies of Agriculture Input Sector

5 May, 2012

Advertising Planning Process

Brand Positioning

Target Market

Advertising Objectives

Budget Decisions

Creative Strategy

Media Strategy

Campaign Evaluation

Advertising Objectives
Create awareness for new products

Inform consumers
of product features and benefits price changes Important for building primary demand

Persuasion
Build brand preference or change buyer perceptions especially important for building demand in competitive markets.

Reminder advertising: maintain top-of-mind awareness

Hierarchy of effects Communication Process

Awareness

Interest

Liking, Preference

Purchase, Action

Creative Strategy
Develop the USP unique selling proposition or

the Creative Hook

Unique Selling Proposition Translates brand positioning into a compelling message.
Objective is Memorability

Creative Strategy: Emotional vs. Rational Appeal

Emotional = appeal to psychological, social or symbolic needs. Pull at the consumers heartstrings Rational = provide information about functional and utilitarian aspects of the products.

Shift towards emotional execution strategy in the later part of the product lifecycle

Intense competition and proliferation of

substitutable products (Michelin) Critical to increase Product involvement http://www.youtube.com/watch?v=sIkQRXkpwQI http://www.youtube.com/watch?v=SdPLf3FoInE

Taxonomy of Emotional Appeals

Fear appeal can be an effective motivator but has the danger of alienating consumers
Show the consumer how to avoid the problem. Provide concrete supporting information

Taxonomy of Emotional Appeals

Humor
Memorability device.

Humor should not clutter the product benefits.

Execution detail: Show consumer how to avoid the problem. Pre-test to check if consumer
i) recalls product benefit Attitude_product versus Attitude_ad = will the message be persuasive and will the

product be taken seriously.

http://www.youtube.com/watch?v=kVCGBohc20k&mode=related&search= http://www.youtube.com/watch?v=f3mXaATLeRM http://www.youtube.com/watch?v=zV-yGp4l8B8

Fantasy
seen often in cosmetics advertising http://www.youtube.com/watch?v=r1g5qcKcVCM

Types of Rational / Informational Appeal Technical Expertise or Scientific Evidence: (CrestLook ma no cavities) Comparative: Product features vs. competition (Nike vs.
Reebok)

http://www.youtube.com/watch?v=xhiyDQNmEjY
Advantages

High ability to get attention Helps in competitive positioning

Disadvantages

Advertise the competition. Makes competition more

salient. Can use only if there is clear objective superiority for the advertised attribute.

Media Decisions
Define the target market.

Quantitative Measures
Reach: the percentage of people in the target market who are exposed

to the ad campaign during the defined time duration

70% of the target market during the first three

months of the campaign

Frequency: A measure of how many times an average individual in the

target market who have been reached .

Media Decisions Advertising Exposure

Gross Rating Points = 70(Reach) 4(Frequency) = 280 GRPs 1GRP = 1 exposure to 1% of the audience.

Qualitative Measures Impact; is the qualitative aspect of the medium

Newsweek vs. The National Enquirer Sports illustrated vs. Time for tennis racquets

Trade-off between reach and frequency Pulsing vs. Continuity

Pulsing most critical for new products. Why? Continuity needed when faced with intense competition

Message

Good advertising creative strategy translates the brands positioning statement into a persuasive and memorable message. A great creative will provide lasting impact even if advertising budgets are constrained. How you say it is as critical as what you say

Advertising Planning Process

Brand Positioning

Target Market

Advertising Objectives

Budget Decisions

Creative Strategy

Media Strategy

Campaign Evaluation
14 5 May, 2012

Advertising Objectives
Create awareness for new products Inform consumers
of product features and benefits price changes Important for building primary demand

Persuasion
Build brand preference or change buyer perceptions especially important for building demand in competitive

markets.

Reminder advertising: maintain top-of-mind awareness

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Fertilizer Industry

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5 May, 2012

Major Fertilizer Companies

Private Sector:
Gujarat State Fertilizer Company Limited
Coromondel Fertilisers Limited Shriram Fertilisers & Chemicals Limited

Zuari Industries Limited

Mangalore Chemicals & Fertilizers Limited Godavari Fertilizers & Chemicals Limited

Nagarjuna Fertilizers & Chemicals Limited

Chambal Fertilizers & Chemicals Limited
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Cooperative Sector :
Indian Farmers Fertiliser Cooperative Ltd. Krishak Bharati Cooperative Limited

Public Sector : Rashtriya Chemicals & Fertilizers Limited Madras Fertilizers Limited

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5 May, 2012

Hierarchy of Strategic Objectives In Fertilizer Companies

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5 May, 2012

BRANDS

PRODUCT LAUNCHINGBOOSTER[MCF]

CROP SEMINAR

KRISHIMELA

PRODUCTS

PRODUCTS OF GSFC

Message

Good advertising creative strategy translates the brands positioning statement into a persuasive and memorable message. A great creative will provide lasting impact even if advertising budgets are constrained.
How you say it is as critical as what you say

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5 May, 2012

Thank You

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5 May, 2012