RESEARCH OBJECTIVE

To find out the reasons behind a successful Brand Campaign and its impact on different segment in the market.

RESEARCH FACTS

Total respondents 110 Target Audience Male SEC A B

AGE
Responses %
10 to 14 15 to 24 25 to 34 3% 1% 0% 6%

47%
35 to 44 43% 45 to 54

55+

BRAND RECALL FACTORS

87 90 80 70 60

50
40 30 20 10 0 Frequency Media-Mix Creativity Brand Ambassadors 27

22 12

Series1

Medium
80% 70% 60% 50% 40% 30% 20% 10% 0%

Television is the most used medium which helps in reaching 74% of the people and Digital 28%,the second highest.

Television Impact
English Entertaintment 9% Other sports 12%

Cricket 17%

News 12%

In TV Cricket, Daily soaps and Movies is where people have come across the Brand Campaign the most.

Daily Soaps 20% Movies 17% Music 13%

Coming across the Campaign in a day

37%
34%

25%

1 to 2

3 to 5

5+

TOP CAMPAIGNS
Tata Docomo Volkswagen Flipkart Pepsi Samsung Galaxy Thumps Up
64%

66%

67%

71%

74%

80%

Coca Cola
Idea Vodafone Airtel
0% 10% 20% 30% 40% 50% 60% 70%

80%

90%

84%

86% 80% 90%

Advertiser Brand Variant Period

Idea Cellular Ltd Idea 3G Smart Phone Abhishek Helps Friend To Get justice
19.02.2012-5.04.2012

Advertiser Brand Variant Period

Bhart Airtel Ltd Airtel Cellular Phone Services Har Ek Friend Jaruri Hota Hain 1,Har Ek Friend Jaruri Hota Hain 2 18.08.2011 - 5.10.2011

Advertiser Brand Variant Period

Flipkart.com Flipkart.com Kids-30 Days Replacement Challenge Guarantee,Shopping Ka Naya Address

4.04.2012-19.05.2012

Advertiser Brand Variant Period

Samsung India electronics Ltd Samsung Galaxy Smart Phone Man in Restaurant/Girl promotes dual SIM
18.04.2012-19.05.2012

Advertiser Brand

Variant Period

Volkswagen Group sales India P L Volkswagen Passat Air - Conditioned Seats in All New Passat,Attention Assist, Cabin Noise Reduction,Park assist,Wireframe World
30.03.2011-28.05.2011

Advertiser Brand Variant Period

Coco Cola India Ltd Thumps Up Mahesh Babu - Aaj Kuch Tufani Kartein hain
17.03.2011-19.05.2012

Advertiser Brand Variant Period

Coco Cola India Ltd Coco Cola Umido wali Dhoop

27.12.2011-19.05.2012

Advertiser Brand

Variant Period

Vodafone Essar Ltd Vodafone 3G Cellular Phone Service ZooZoo-(Faster/Smarter/Better,High Speed Gaming,Live Tv on Vodafone 3G,Superfast Internet,Video calling)
27.02.2011-7.04.2011

Advertiser Brand Variant Period

Pepsi Co Pepsi Co Ranbir-Football

3.03.23.03.2012-18.04.2012

Advertiser Brand

Variant Period

Tata Teleservices Tata Docomo No Cheating with Promise/Ranbir,No Misleading promises/Ranbir,No Unfair Deductions/Ranbir,Worry Free RoamingRanbir
17.04.2012-19.05.2012

ANALYSIS OF THE DATA

Creativity and Frequency playing major roles in impacting a recall of the Brand Campaign Television is the most used medium which helps in reaching 74% of the people and Digital 28%,the second highest. In TV Cricket, Daily soaps and Movies is where people have come across the Brand Campaign the most. Frequency of coming across the brand campaign most of the times is 3-5tyms a day.

INFERENCE

Top Three brands with highest recalls were Idea, Vodafone and Airtel. Biggies like Vodafone and Airtel operate at1600 - 1800 GRPs per month while Idea operates at a slightly lower GRP level 600-700 Telecom leads in penetrating the market through effective communication in its campaigns. Among the top 10 campaigns 4 of them were having a Bollywood Star featuring in it.For Instance Ranbir changing his get up for Tata Docomo campaign. Flipkart with impressive/interseting creatives has made its position in one of the most recalled Brand Campaigns Four wheeler Brands like Volkswagen, Hyundai and Mahindra have taken 10000 spots for their campaigns. Havells and Flipkart have ridden on impact buyies like IPL to garner visibility and GRPs.

DETAILS

The above top 10 campaigns has been resulted from the survey conducted through questionnaire. 22 campaigns including the above mentioned top 10 campaigns has been analyzed with the use of softwares to come to actual figures which they reached in the market . The remaining 12 campaigns which were analyzed in the research were Axe , Axis Bank, Gillette, Hyundai I10, Havells Switches, LIC, Mahindra Xylo, Raymond, SBI, Tvs Wego , Hero Impulse and Cadbury.