Professional Documents
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Weber’s Law states that the stronger the initial stimulus, the greater the additional
intensity needed for the second stimulus to be perceived to be different. The minimal
difference that can be detected between two similar stimuli is called the differential
threshold or Just Noticeable difference.
Traditionally Rasna soft drink concentrate has been marketed with a family campaign of
“I Love you Rasna” and the Brand Recall is phenomenal in India.
The Objectives behind consistent Advertising has been to Increase consumption among
existing users, get more users to Rasna fold, strengthen the economy perception &
thereby increase Value for Money.
The Advertisement builds on the values that Rasna currently owns.
Very strong milk drinking habit in India-the market for Milk food drink is 1015
crores market.
Give consumers an opportunity to get milk shake made at home and to relish new
flavors like strawberry and mango.
Consumer research indicated a strong expressed need for making milk taste better,
especially for children
Large consumption of homemade milk shake with flavors like Chocolate, Chiku,
Strawberry, Mango etc.
Thus, there was an opportunity seen to launch a product that is:
Available in wide range of flavors.
Available in a convenient and easy to make format.
Low unit priced single serve unit as the market is soon transiting towards a sachet
led market across category.
Provide convenience to the consumers in sachet format.
More fun and tastier.
STRATEGY:
Target Group: Children in the age group 5-14 years in SEC A, B, C Household and
Mothers of children in the age group5-14 in SEC A, B, C Households.
The positioning platform would be ‘Fun Filled Milk Shake’ complimented by ease of
preparation and low price.
PRODUCT:
Rasna Shake Up is available in 4 flavours:
Strawberry
Mango
Chocolate
Kesar Badam
However, the campaign went unnoticed in the first year of launch in 2003.
The Consumer connect did not happen because of the positioning of the traditional Brand
was so powerful. Consumers tried Shake up but in WATER! The message that the
product is to be mixed in Milk did not register as the initial Stimulus of Rasna as
Concentrate to be mixed in Water was too powerful. Retailers also did not understand
enough to explain this to consumers.
Thus, using Weber’s Law a Just Noticeable Difference HAD to be Added to the Entire
Shake Up campaign to establish it as a separate product in the Consumers Mind in 2004.
The Actual sales started increasing from 2005.
1.After Retirement ( 65 plus): couples would like to travel and go for dream vacations
if placed comfortably in terms of Income.
2.Leisure travel which occurs in middle age concerning work life balance
3.Corporate travel currently consists of local and global official travel by executives.
Sex
1.Essentially men would be decision makers in Indian households for Vacation and
Travel plans as they would have access to data and analysis
2.Women would express their opinions, but not usually go through the booking etc.
Marital status
Vacations are necessarily a family oriented occurrence travel. It can also happen in
official tours.
After satisfying security and basic needs would families think of using extra income
for vacation and travel. High-level occupations would involve more traveling
Psychographics
Motivation: Vacation and Travel needs are acquired needs in response to the
environment it may be to satisfy self esteem or self-renewal needs or there could be a
personal or professional goal
Personality:Individual differences are highlighted however we can determine some
consistent and enduring personality criteria’s for people going for vacation and travel.
Consumer could travel for social character, need for uniqueness, optimum stimulation
levels, variety novel seeking or sensation seeking
Perceptions: Regarding destinations, first impressions, stereotype location or a hyped
location can decide on the travel and vacation
Learning: knowledge experience and feedback
Attitudes: consistent attitudes are encountered for the consumers .
How can a marketer for a chain of health clubs use the VALS segmentation
profiles to develop an ad campaign? which segments should be targeted? How
should the health club be positioned to each of these segments?
Achievers Attracted to premium products Average TV watchers Highlight premiumness of health club
Makers Shop for value Read specific magazines only Explain value additions in life
After joining
Fulfilleds Read widely Low interest in image Educational health related
Strivers Spend on personal care limited discretionary income Highlight personal care aspect
Coupled with reasonableness of charges
Mention payment option flexibility
Believers Watch tv slow to change habits Hype health as a habit
Strugglers Brand loyal, trust advertisements least resources only to be pitched if very reasonable charges
Maker: as they look at value additions and are essentially outdoor people would be
comfortable with payments
Health club would be positioned a lifetime membership home comforts personal attention
and basic regular health packages
Visualization: a person who is instructed by a personal coach in swimming, then
explained about complete body exercise in large comfortable uncluttered surroundings
Experiencers: as they are action oriented and ready to try new things also would have
the income to support club membership
Health club to be pitched as a hot and happening place where all fashion icons come to
get in shape
Visualization: Celebrity endorsement to be used
Strivers: as they spend the most on the personal care even at the cost of taking credit
Health club to be positioned as a complete personal care center
Visualization: before and after experience sharing
Actualisers: as they have the most resources and would be drawn to any exclusivity of the
club
Hype the luxury and the exclusivity
Visualization: health club luxury video
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Describe the type of promotional message that would be most suitable for each of
the following Personality market segments and give examples
Visualizers prefer visual information and products that stress the visuals
Morning Dew Ad where there is a race with a Cheetah is a visual treat.
“Do the Dew”
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4.Ideal Social Self image-how consumers would like others to see them
For Example, Aashirwad ready to cook products and Sambhar Masala Product campaign
show the desire of Wives to be seen as a great cook by others. However, since they are
working or busy, they do not have time to cook themselves. That is when the Brand
comes to rescue.And finally they are seen as Ideal Wives.
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