Aaker

BRAND MANAGEMENT

(Assignment No. 3)

Ameet Phadke(07020541085)

Aakanksha Sancheti(07020541091)

Peeyush Kheria(07020541068)

Rohit Mishra(07020541076)

Vinay Salvi(07020541090)

Aacker's Ad exposure model

Aacker's Ad exposure model provides a guideline for building brands through advertising. It suggests of two routes, one for sustained brand building over a long period of time, the other, a shorter route designed to grab maximum eye balls and maximize sales in the short run.

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In the figure, the lines in black indicate route 1 and the lines in pink indicate route 2. Route 1 ensures building of strong brands which sustain the test of time. Route 2 on the other hand may lead to the brand dying in its infant stage if the product is not good.

Brands built following route 2 can also be successful provided that the brands go back to route 1 after the initial period of heavy promotions.

Route 1: Parachute Coconut Oil

PARACHUTE HAIR OIL

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Parachute is a household name in India. Until the advent of parachute, the coconut oil market was flooded with mostly local brands. Parachute was amongst the first hair oil which was available pan India. It built it's brand over a long period of time. It created a sense of belonging with the "Dadima ke nuske" series of advertising.

In recent times, when the youth started getting averse to the idea of wearing a sticky coconut hair oil, they came up with the non sticky hair oil in various stock keeping units. Of late, to keep their brand contemporary they have enlisted ambassadors such as Deepika Padukone and Diya Mirza to keep the brand contemporaneous.

Route 2 (With Success): Bingo

Bingo is a very good example of a sudden spurt of pre launch promotion, backed up with excellent supply chain and prominent shelf space at both, traditional and modern retailing outlets.

Bingo's unique proposition was the very Indian flavours that were adapted in the chips that they made. Hence, they could continue building the brand after the initial media blitz and they have kept on innovating in the flavours. It is predicted that Bingo will displace the current king of the packaged snacks market, viz. Frito Lay's.

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Route 2: (Failure) Aaja Nachle

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Madhuri Dixit is said to be the last queen of bollywood, and no one has been able to claim the throne which she left 5 years ago. Obviously, she had a huge brand equity this coupled with the brand equity of Yashraj films, when Madhuri's comeback was announced, it was done so with great fan fare.

The title hoped to cash in on Madhuri's dancing skills, hence the title "Aaja Nachle". The film also promised to have great music. The marketing hype created by Yash Raj was tremendous. Madhuri was seen everywhere, talk and reality shows, news programmes, radio, banners, hoardings and wherever else you could think of.

This prompted a lot of people to go and book their tickets well in advance. However the product was not good, and hence the film failed miserably, and apart from a few positive comments on Madhuri, there was nothing to write home about. This proved to be a loss making venture for all stake holders involved.

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Ad Exposure Model

Purchase Behaviour

Brand Building

AD Exposure

Reminder