Effectiveness of Aashirvaad Select

advertisement



To: Head of Marketing
Aashirvaad
ITC
From: Gateway the Complete school
Grade 8


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Effectiveness of Aashirvaad Select advertisement

Introduction:
We, the students of Grade 8 from Gateway the Complete School came
across an advertisement of your product - Aashirvaad Select wheat,
which our Business Studies teacher received through a leading
international business magazine.
This advertisement was chosen as our Business Studies - Marketing
and Research project, as we felt that it was very impressive.
The front page is a great way to introduce the product to the reader.
The samples are a very interactive way to find the differences between
the two kinds of wheat: Sharbati and normal.
The last page is a very poetic way of expressing the production and
uses of the Aashirvaad Select wheat.
In the process of analyzing your advertisement thoroughly, it became
obvious that there are certain parts which could be modified.
Our report is an attempt to share our findings about your
advertisement by conducting a survey on the public.






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Collection of results:
We had taken your advertisement around our school, near our houses
and to other public places to gain the results. These places are around
the areas (in Chennai ) of mainly Sholinganallur, Thiruvanmiyur and
Chrompet.
We have surveyed more than 150 people to get our results for this
report and used a questionnaire and have also observed some
important things about the surveyed people regarding How many
people touch and feel the sample? and How many people read the
last page?.
Questionnaire used:
AASHIRVAAD SELECT ADVERTISEMENT- QUESTIONNAIRE
1. Have you ever used Aashirvaad wheat?
Yes Go to 2
No What wheat brand do you use? (Go to 3)
Sometimes - What wheat brand do you use? (Go to 3)
2. What attracts you to buy Aashirvaad wheat?
Price -
Quality -
Taste -
Brand name -
Other - - What? -

3. Will this advertisement convince you to buy Aashirvaad wheat?
Yes - - Why -

No - - Why -

4. Can you suggest any improvements for this ad?


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0 10 20 30 40 50
No
Sometimes(Pillsbury)
Self-grinded wheat
Yes
Q1. Have you used Aashirvaad?
0 20 40 60
f - no choice
e - other
d - brand name
c - taste
b - quality
a - Price
Q2. Why do you buy Aashirvaad
wheat?


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0 10 20 30 40
No(no reason)
No(too much info)
Yes(facts)
Yes(presentation)
Yes(samples)
Q3.
Will this advertisement convince you
to use Aashirvaad wheat?
Why?
0 10 20 30 40
Chappatis in stalls as coupons
More Pictures in advertisement
100 gram Flour packets instead of
Wheat grains
NIL
100 gm packets
Coupons
Tips for dishes in ad
Q4. What are your suggestions for
improving this advertisement?

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0 20 40 60 80 100
No
Yes
How many people touched and felt
the sample packets
0 20 40 60 80 100
No
Yes
How many people read the last page of
the advertisement


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Conclusion:
Most of the people buy Aashirvaad wheat but some of the other
people buy Pillsbury or grind their own wheat. Therefore, Aashirvaad
wheat is the most preferred wheat
Over 50% of the people we interviewed informed us that your product
is the best wheat flour available in the market.
These people have chosen your product for many reasons, mainly
quality and taste.
The advertisement has an average of a 50% success as many people
who we interviewed were not convinced to buy your product by the
advertisement.
Thus, the advertisement needs few improvements such as those listed
in the next page.












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Recommendations:
You could:
Add Flour instead of Wheat grains as a 100 gram sample pouches
instead of the packets of the advertisement.
Coupons for a free Chapatti in selective restaurants. In the
restaurant, there could be a stall selling the wheat. This would be
a live demonstration.
Less text in the back of the advertisement and nutritional facts
instead.
Add more pictures in the advertisement other than the pictures of
wheat.
Add recipes to cook many different dishes in the advertisement.
Make the advertisement more colorful and not only the gold
colour.












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A report by:
Karthik
Jessika
Baalaje
Naveen
Venkat