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GM BTS Presentation for – Assessing the reach of adverts and diagnosing the performance of the adverts within proven re-callers Prepared for: Mint Prepared.

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Presentation on theme: "GM BTS Presentation for – Assessing the reach of adverts and diagnosing the performance of the adverts within proven re-callers Prepared for: Mint Prepared."— Presentation transcript:

1 GM BTS Presentation for – Assessing the reach of adverts and diagnosing the performance of the adverts within proven re-callers Prepared for: Mint Prepared by: Synovate India February 2010

2 Research Objective The objectives of research were – To assess the proven recall of adverts and also to diagnose performance on key rational and emotional parameters such as: Brand Reach Likeability Credibility

3 Research Methodology Centers & Sample Sizes Face to face interviews were conducted in: Delhi 257 Mumbai 250 Bangalore252 Total Sample size covered was 759 Target Respondents CWE and Housewives/ working women Age of 18–40 years SEC A & B C&S Households

4 Detailed Diagnostics

5 Advertisement - Awareness & brand recall BrandAwareness (%) Brand Recall (%) Colgate Sensitive5975 Apollo Munich Health Insurance2765 Ariel OxyBlu6675 Bajaj Discover DTS-i5474 Bank of India1863 Horlicks5178 Bharti Axa Life Insurance / Bright Star Plus Fund5056 Britannia Nutri Choice1559 Brooke Bond Red Label6255 Livon Silky PotionLivon Silky Potion3932 Cadbury Dairy Milk Silk2858 Reliance Big TV4197 Maruti Suzuki Concept A -Star3685 Coca Cola - Fridge pack3294 Base 258 MQ1 Different people have different perceptions. I would like to tell the description of some advertisements. Please tell me whether you have seen this advertisement - AWARENESS MQ 1a Could you please tell me the brand related to this advertisement? – BRAND RECALL

6 Advertisement - Awareness & brand recall MQ1 Different people have different perceptions. I would like to tell the description of some advertisements. Please tell me whether you have seen this advertisement - AWARENESS MQ 1a Could you please tell me the brand related to this advertisement? – BRAND RECALL BrandAwareness (%) Brand Recall (%) Colgate Strong Teeth8799 Amul Chocolate Milk310 Reliance Big TV7565 Bharti Axa Life Insurance / Bright Star Plus Fund6435 Idea / National8599 Kellogg's Corn Flakes6569 Sunfeast Marie Light6178 Lifebuoy Total6987 Livon Silky PotionLivon Silky Potion4426 Brooke Bond Taaza601 Times of India - Aman Ki Asha5143 Maruti Eeco6062 Coca Cola - Fridge Pack6781 Mirinda Orange7991 Base255

7 Advertisement - Awareness & brand recall MQ1 Different people have different perceptions. I would like to tell the description of some advertisements. Please tell me whether you have seen this advertisement - AWARENESS MQ 1a Could you please tell me the brand related to this advertisement? – BRAND RECALL BrandAwareness (%) Brand Recall (%) Naukri.com5046 Nirma Powder8599 Parle-G6488 Parachute Therapy2775 Chevrolet Beat4882 Cadbury Bournville Fine Dark Chocolate2791 Reliance Big TV7598 Standard Chartered Corporate- Mumbai Marathon 201070 Kellogg's Corn Flakes6597 Times of India - Aman Ki Asha4953 Livon Silky PotionLivon Silky Potion4169 Vicks Cough Drop / Bigger4188 Vodafone Mobile Service8095 Base246

8 BrandLikeability (%) Enjoyed (%) Believe (%) Claimed (%) Colgate Sensitive56494845 Apollo Munich Health Insurance24192016 Ariel OxyBlu63585245 Bajaj Discover DTS-i494642 Bank of India17151612 Horlicks48464341 Bharti Axa Life Insurance / Bright Star Plus Fund47424140 Britannia Nutri Choice121077 Brooke Bond Red Label61555352 Livon Silky PotionLivon Silky Potion39342729 Cadbury Dairy Milk Silk28222318 Reliance Big TV39333026 Maruti Suzuki Concept A -Star36302624 Coca Cola - Fridge pack30252224 Advertisement - Likeability – Believe - Claimed MQ 2a Do you like this advertisement? - Likeability MQ 2b Do you enjoy seeing this advertisement ? - Enjoyed MQ 2c Do you believe this advertisement? - Believe MQ 2d Is the claimed message in this advertisement believable? - Claimed

9 Advertisement - Likeability – Believe - Claimed MQ 2a Do you like this advertisement? - Likeability MQ 2b Do you enjoy seeing this advertisement ? - Enjoyed MQ 2c Do you believe this advertisement? - Believe MQ 2d Is the claimed message in this advertisement believable? - Claimed BrandLikeability (%) Enjoyed (%) Believe (%) Claimed (%) Colgate Strong Teeth86 8271 Amul Chocolate Milk302928 Reliance Big TV75746154 Bharti Axa Life Insurance / Bright Star Plus Fund62615855 Idea / National84 8072 Kellogg's Corn Flakes65 6256 Sunfeast Marie Light61575242 Lifebuoy Total67656055 Livon Silky PotionLivon Silky Potion44 4239 Brooke Bond Taaza6059 50 Times of India - Aman Ki Asha50484743 Maruti Eeco60 5548 Coca Cola - Fridge Pack67656356 Mirinda Orange78 7368

10 Advertisement - Likeability – Believe - Claimed MQ 2a Do you like this advertisement? - Likeability MQ 2b Do you enjoy seeing this advertisement ? - Enjoyed MQ 2c Do you believe this advertisement? - Believe MQ 2d Is the claimed message in this advertisement believable? - Claimed BrandLikeability (%) Enjoyed (%) Believe (%) Claimed (%) Naukri.com50 4139 Nirma Powder85837570 Parle-G64635551 Parachute Therapy27 2220 Chevrolet Beat48 4239 Cadbury Bournville Fine Dark Chocolate27 21 Reliance Big TV75746763 Standard Chartered Corporate- Mumbai Marathon 20107754 Kellogg's Corn Flakes65 6358 Times of India - Aman Ki Asha49 4846 Livon Silky PotionLivon Silky Potion41 3836 Vicks Cough Drop / Bigger41 3534 Vodafone Mobile Service80 7774

11 Marketers Dream - The advert should be able to break the clutter & reach my set of target group. -They should be able to connect my brand within the target group. Therefore the acid test used for short listing the top ads has been basis -The consumer should recall seeing the advertisement - A - Should be able to Recall the brand - B -Basis the above we have created a Reach Index -Proportion of (A x B)/100 – Reach Index

12 Marketers Objective of Breaking the Clutter – Reach Index Top Ads BrandAwareness (%) (A)Brand Recall (%) (B)Reach Index of the advert ((AxB)/100) 1 Colgate Strong Teeth879986 2 Idea / National859984 3 Nirma Powder859984 4 Vodafone Mobile Service / National809576 5 Reliance Big TV759874 6 Mirinda Orange799172 7 Kellogg's Corn Flakes659763 8 Lifebuoy Total698760 9 Parle-G648856 10 Coca Cola / Coke / Fridge Pack /678154 11 Ariel OxyBlu667550 12 Reliance Big TV756549 13 Sunfeast Marie Light617848 14 Kellogg's Corn Flakes656945

13 Contd… Top Ads BrandAwareness (%) (A) Brand Recall (%) (B) Reach Index of the advert ((AxB)/100) 15 Colgate Sensitive597544 16 Bajaj Discover DTS-i / DTS-Si547440 17 Horlicks517840 18 Reliance Big TV419740 19 Chevrolet Beat / Beat LT488239 20 Maruti Eeco606237 21 Vicks Cough Drop / Bigger / Jumbo418836 22 Brooke Bond Red Label625534 23 Maruti Suzuki Concept A -Star / A-Star368531 24 Coca Cola / Coke / Fridge pack329430 25 Livon Silky PotionLivon Silky Potion416928 26 Bharti Axa Life Insurance / Bright Star Plus Fund505628 27 Times of India / Aman Ki Asha495326 28 Cadbury Bournville Fine Dark Chocolate279125

14 Contd… Top Ads BrandAwareness (%) (A) Brand Recall (%) (B) Reach Index of the advert ((AxB)/100) 29 naukri.com504623 30 Bharti Axa Life Insurance / Bright Star Plus Fund643522 31 Times of India / Aman Ki Asha514322 32 Parachute Therapie277520 33 Apollo Munich Health Insurance276518 34 Cadbury Dairy Milk Silk285816 35 Livon Silky PotionLivon Silky Potion393212 36 Livon Silky PotionLivon Silky Potion442611 37 Bank of India186311 38 Britannia Nutri Choice15599 39 Brooke Bond Taaza6011 40 Amul Chocolate Milk / MilkChocolate3100 41 Standard Chartered Corporate700

15 Softer Issues of the Adverts –Adverts of Surf Excel, Adani, Rin, Lakme, Airtel & Ariel being liked the most * Average of Likeability,Enjoyment,Believe and Claimed Brand Likeability (%) Enjoyed (%) Believe (%) Claimed (%) *Ad diagnostics Colgate Strong Teeth86 827181 Idea / National84 807280 Nirma Powder8583757078 Vodafone Mobile Service / National80 777478 Mirinda Orange78 736874 Reliance Big TV7574676370 Reliance Big TV7574615466 Coca Cola / Coke / Fridge Pack /6765635663 Kellogg's Corn Flakes65 635863 Kellogg's Corn Flakes65 625662 Lifebuoy Total6765605562 Bharti Axa Life Insurance / Bright Star Plus Fund6261585559 Parle-G6463555158 Brooke Bond Taaza6059 5057

16 Contd… * Average of Likeability,Enjoyment,Believe and Claimed BrandLikeability (%) Enjoyed (%) Believe (%) Claimed (%) *Ad diagnostics Maruti Eeco60 554856 Brooke Bond Red Label6155535255 Ariel OxyBlu6358524555 Sunfeast Marie Light6157524253 Colgate Sensitive5649484550 Times of India / Aman Ki Asha49 484648 Times of India / Aman Ki Asha5048474347 naukri.com50 413945 Bajaj Discover DTS-i / DTS-Si494642 45 Horlicks4846434145 Chevrolet Beat / Beat LT48 423944 Bharti Axa Life Insurance / Bright Star Plus Fund4742414043 Livon Silky PotionLivon Silky Potion44 423942 Livon Silky PotionLivon Silky Potion41 383639

17 Contd… * Average of Likeability,Enjoyment,Believe and Claimed Brand Likeability (%) Enjoyed (%) Believe (%) Claimed (%) *Ad diagnostics Vicks Cough Drop / Bigger / Jumbo41 353438 Livon Silky PotionLivon Silky Potion3934272932 Reliance Big TV3933302632 Maruti Suzuki Concept A -Star / A-Star3630262429 Amul Chocolate Milk / MilkChocolate302928 29 Coca Cola / Coke / Fridge pack3025222425 Parachute Therapie27 222024 Cadbury Bournville Fine Dark Chocolate27 21 24 Cadbury Dairy Milk Silk2822231823 Apollo Munich Health Insurance2419201620 Bank of India1715161215 Britannia Nutri Choice1210779 Standard Chartered Corporate77546

18 Therefore the Overall Rating for the Top ads are as follows: Top Ads Brand Awareness (%) (A) Brand Recall (%) (B) Reach Index of the advert ((AxB)/100) *Ad diagnostics 1 Colgate Strong Teeth87998681 2 Idea / National85998480 3 Nirma Powder85998478 4 Vodafone Mobile Service / National80957678 5 Reliance Big TV75987470 6 Mirinda Orange79917274 7 Kellogg's Corn Flakes659763 8 Lifebuoy Total69876062 9 Parle-G64885658 10 Coca Cola / Coke / Fridge Pack /67815463 11 Ariel OxyBlu66755055 12 Reliance Big TV75654966 13 Sunfeast Marie Light61784853 14 Kellogg's Corn Flakes65694562 * Average of Likeability,Enjoyment,Believe and Claimed

19 Contd… Top Ads BrandAwareness (%) (A) Brand Recall (%) (B) Reach Index ((AxB)/100) *Ad diagnostics 15 Colgate Sensitive59754450 16 Bajaj Discover DTS-i / DTS-Si54744045 17 Horlicks51784045 18 Reliance Big TV41974032 19 Chevrolet Beat / Beat LT48823944 20 Maruti Eeco60623756 21 Vicks Cough Drop / Bigger / Jumbo41883638 22 Brooke Bond Red Label62553455 23 Maruti Suzuki Concept A -Star / A-Star36853129 24 Coca Cola / Coke / Fridge pack32943025 Livon Silky PotionLivon Silky Potion41692839 26 Bharti Axa Life Insurance / Bright Star Plus Fund50562843 27 Times of India / Aman Ki Asha49532648 28 Cadbury Bournville Fine Dark Chocolate27912524 * Average of Likeability,Enjoyment,Believe and Claimed

20 Contd… Top Ads Brand Awareness (%) (A) Brand Recall (%) (B) Reach Index ((AxB)/100) *Ad diagnostics 29 naukri.com50462345 30 Bharti Axa Life Insurance / Bright Star Plus Fund64352259 31 Times of India / Aman Ki Asha51432247 32 Parachute Therapie27752024 33 Apollo Munich Health Insurance27651820 34 Cadbury Dairy Milk Silk28581623 35 Livon Silky PotionLivon Silky Potion39321232 36 Livon Silky PotionLivon Silky Potion44261142 37 Bank of India18631115 38 Britannia Nutri Choice155999 39 Brooke Bond Taaza601157 40 Amul Chocolate Milk / MilkChocolate310029 41 Standard Chartered Corporate7006 * Average of Likeability,Enjoyment,Believe and Claimed

21 GM BTS Our curiosity is all yours. Thank you.


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