Ashish Jain

BBE 10/645

ICICI Bank Tax Payments

Target audience is tax payers. Mostly caters to businessman especially traditional

businessman and self-employed people who pay their taxes on annual basis. It wont cater to
those whose tax gets deducted every month from the salary itself. It will also be useful to
those who have to pay excise duty mostly by the local traders. To shopkeepers as they have to
submit the services tax to govt. collected by the customers.

Advertisement objectives are:

1. Continuity: this objective is concerned about keeping the existing customers to stick on
to the product. The advertisers here generally keep on bringing something new in the
product and the advertisement so that the existing customers keep buying their products.

2.

Brand switch: this objective is basically for those companies who want to attract the
customers of the competitors. Here, the advertisers try to convince the customers to
switch from the existing brand they are using to their product.

3.

Neutralizing Competitor's Advertising: Advertising is unavoidable to complete with

or neutralize competitor's advertising. When competitors are adopting intensive advertising
as their promotional strategy, it is reasonable to follow similar practices to neutralize their
effects. In such cases, it is essential for the manufacturer to create a different image of his
product.

ICICI Bank Tax payments ad fall under both category of advertisement objectives, this ad can
be just for the sake of continuity to keep the existing customer know about them being active
and make them stick to them and it can act as brand switch too as it may act to attract the
customers of competitors by pointing out the range of tax related services they offer.
Beautification adding to the attraction power too through the tagline of Khayal aapka

Is ad able to satisfy the objective?

-by looking at the presentation and the content of the ad it can be reckon that if target
audience look at the same, they wont find anything missing from comfort while paying tax
online to the brand trust that ICICI stands and known for. So if the target audience decides to
pay online, ICICI can be successful in attracting new customers or make old customers stick
to them.

Brand Positioning: Brand positioning refers to target consumers reason to buy your brand
in preference to others. It is ensures that all brand activity has a common aim; is guided,
directed and delivered by the brands benefits/reasons to buy; and it focusses at all points of
contact with the consumer. ICICI and the advertisement have position itself as Effortless.
Quick. Online. Exactly what tax payment should be.

Brand association: Brand association is anything which is deep seated in customers mind
about the brand. Brand should be associated with something positive so that the customers
relate your brand to being positive. Brand associations are the attributes of brand which come
into consumers mind when the brand is talked about. It is related with the implicit and
explicit meanings which a consumer relates/associates with a specific brand name. ICICI uses
Amitabh Bachchan as their brand ambassador which acts as a brand association through
which consumer has been able to add attributes like trust and faith to the ICICI brand.

Brand personality: Brand personality is the way a brand speaks and behaves. It means
assigning human personality traits/characteristics to a brand so as to achieve
differentiation. These characteristics signify brand behaviour through both individuals
representing the brand (i.e. its employees) as well as through advertising, packaging,
etc. When brand image or brand identity is expressed in terms of human traits, it is called
brand personality. In banking area orange is often attributed to ICICI bank, thus orange
colour acting as brand personality.

Mitsubishi Electric

Ad overview: the ad is of world class sustainable technology by Mitsubishi electric. It boasts

of technology that saves energy while reducing waiting and riding times to improve traffic
flow. The key is Mitsubishi electrics cutting-edge green technology, including compact, high
efficiency motors and regenerative converters. Then one can find the examples of products
that help in greener environment.

Target audience: Target audience for this kind of ad by Mitsubishi electric will be the big
corporates companies, malls, and big departmental stores, et.al, who are looking for world
class sustainable technology solutions. As in the advertisement the word green is being used
with elevators it might also target the customers of different brands who are looking for
cutting-edge green technology to change their existing ones.

Objectives:
Creation of Demand: The main objective of the advertisement is to create a favourable
climate for maintaining of improving sales. Customers are to be reminded about the product
and the brand. It may induce new customers to buy the product by informing them its
qualities since it is possible that some of the customers may change their brands.

Facing the Competition: Another important objective of the advertisement is to face to

competition. Under competitive conditions, advertisement helps to build up brand image and
brand loyalty and when customers have developed brand loyalty, becomes difficult for the
middlemen to change it.

Creating or Enhancing Goodwill: Large scale advertising is often undertaken with the
objective of creating or enhancing the goodwill of the advertising company. This, in turn,
increases the market receptiveness of the company's product and helps the salesmen to win
customers easily.

Informing the Changes to the Customers: Whenever changes are made in the prices,
channels of distribution or in the product by way of any improvement in quality, size, weight,
brand, packing, etc., they must be informed to the public by the producer through
advertisement.

Is ad able to satisfy the objectives?

-as far as the objectives are concerned I reckon the ad is satisfying most of its objectives. It
we talk about the objective of creation of demand, it is fulfilling this objective as it is an
informative ad making its customers aware of the new greener technology which is beneficial
for both the company and environment as well. It also satisfy the objective of facing the
competition, as now almost all companies of the same cadre are coming up with the same
kind of proposal of greener technology. Today green word is being used constantly and
widely, attributing green to a company has changed the meaning and image of the same, so
using green word also act as a goodwill enhancing ad. It also satisfies the objective of
informing consumer of the change, in this case it is of adoption of green and eco-friendly
technology. All in all this advertisement justify every objective it aimed to accomplish.

Brand positioning: Brand positioning refers to target consumers reason to buy your brand
in preference to others. It is ensures that all brand activity has a common aim; is guided,
directed and delivered by the brands benefits/reasons to buy; and it focusses at all points of
contact with the consumer. The ad and the brand are positioning themselves as green and ecofriendly technology provider for a greener tomorrow.

Brand association: Brand association is anything which is deep seated in customers mind
about the brand. Brand should be associated with something positive so that the customers
relate your brand to being positive. Brand associations are the attributes of brand which come
into consumers mind when the brand is talked about. It is related with the implicit and
explicit meanings which a consumer relates/associates with a specific brand name.

-It is this symbol that reminds people of Mitsubishi acting as a brand association for
Mitsubishi electric

Brand personality: Brand personality is the way a brand speaks and behaves. It means
assigning human personality traits/characteristics to a brand so as to achieve
differentiation. These characteristics signify brand behaviour through both individuals
representing the brand (i.e. its employees) as well as through advertising, packaging,
etc. When brand image or brand identity is expressed in terms of human traits, it is called
brand personality. There is no such personality distinct characteristic I can I think of through
which people can signify Mitsubishi electric.