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BRAND YATRA
Brand Yatra: Driving the Chevy into consumers’ hearts
GM has had a 14-year journey in India. The auto major launched Chevrolet in India in February 2003, and since
then has introduced cars across the spectrum, which include Spark, Beat, and Captiva, among many others.
exchange4media traces Brand Chevrolet’s journey in India, including its various campaigns and the road
ahead. more...
"In this segment there is a skew in the Indian market. Here investment is
done predominantly by males. Also, a person seriously starts looking
into investment at an approximate age of thirty, when he has investable
surplus"
Q. Are you happy with what communication done for your brand?
A. Today, we are fairly high on awareness, among our target segment we are well
entrenched. Let me explain the thought behind our advertising. There is a skew in India
and investment is predominantly done by males. Also, a person seriously starts to look
into investment at an approximate age of thirty, when you have investable surplus. We
have a 70% brand recall today. Recently, we conducted a research among the investing
public. About 11% of the investing public knew Prudential ICICI top of mind. It is a
fair indicator of the share that the brand enjoys in the market. On spontaneous level we
are at 30%. I do believe that we have grown to a fair degree on various parameters.
From here we will grow further.
Q. How is your message different from other players in the market? Does it help you
in positioning your brand differently?
A. For a couple of big players in the mutual fund area like us, who do not sell on the basis
of short term returns, it was very important to understand what should our advertising
be like. We might be doing 42% returns or 50% dividends, we never advertise on that
basis. Prudential does not do that. We try to talk about two things - what is the main
stamp of our brand, that is trust. And what is the main proposition of the brand - it is
taking care of your investments, this year we modified the campaign to make it more
relevant to the customer. Another thing we needed to convey to the consumer was the
long-term benefits. If I fulfill your need over a long period of time, it does not matter
whether my returns are great or not so great in short term. You should not invest
because I am giving 30% and the other guy is giving 28%. 2%, at the end of the day, is
not going to be such a big amount. Our recent campaign, 'aap hi ka paisa hae' has been
very well accepted. It is about how to get the maximum value out of your money. The
campaign was actually taken across the board. We ran a restaurant promotion, which
was actually a database building exercise. In top 15 restaurants in the six metros, we did
tent card on each table. People were supposed to fill in the details and answer some
simple questions, and we had draws every hour, and when a person won, the desserts
for the entire table were on us. We took the proposition of more value for your money
and that you would get something extra, on to the restaurants. It was a fairly successful
campaign and we got a good response. Our brand track also showed tremendous
increase after the promotion.
Q. What media vehicles would you use to send across your message to your target
group?
A. We have a very synergistic view on media planning. We try and be there in all the
mediums at the same time. We believe that it actually gives us synergies. If you feel
that your target audience is male thirty plus, you get him wherever he is. You want to
target him at home, you will use television and print, maybe he travels a lot during
weekdays, so use outdoor and radio and maybe again print. And as research shows that
60% of all surfers check net from office, so you get him in office through the Web. On
weekend, again you get him through television advertising, you get him through in-
cinema advertising, and through magazines. Research shows that weekend reading of
magazines is far higher than weekday reading of magazines. If you want to use one
medium, sheer outlays that you need to put to create enough impact tends to be very
high. So, if you say that I would have presence six months an year and be present in all
the mediums vs I will have a presence all the twelve months, and half of that time I
would not be present on other media, and measure the effect that you would have in
terms of increased brand recall and other fronts, first option works far better. So media
multiplier works.
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“The competitive advantage emanating from the trust and
strength of the brand insulates brands like SBI Life from a slow
down. On the contrary, customers find greater comfort and
reliability with such brands... Primarily due to leveraging of SBI’
strong brand equity, our branding initiatives have the best
capital-efficiency in the industry. The ratio of our awareness
scores v/s advertising investment; and business performance
v/s ad spends- is the best, not only in the life insurance and but
also perhaps in entire financial services industry.”
- Chandramohan Mehra, Vice President and Head, Brand and
Corporate Communications,SBI Life Insurance Co. Ltd -
9/3/2010
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