EFFIE 2002 Case Studies

Hitachi Air-conditioners : Perfect ! Agency: Leo Burnett

Market Scenario

The market for Room Air-conditioners was small and crowded with entrenched players and multi product, multi national brands. The market was largely undifferentiated and besotted by me-too functional and cooling claims and category clichs. The presence of a large unorgani ed sector, the small market si e and historically !low in"ol"ement# nature of the product ensured that the market was highly price sensiti"e. $rands rely hea"ily on dealer push, familiarity and incenti"es. %n sum, the entry barriers for a new brand, particularly a brand that wanted to sell at a premium were "ery high.
Marketing Challenge

To penetrate this market with at least &'( growth without compromising on a price premium of at least )'( *on the assumption, that the market will grow at about +'( which was the reported growth for the pre"ious year,. The role of ad"ertising in this ambitious target was to bring -itachi into the consideration set of the prospecti"e customer. To that end it was imperati"e to - build awareness - create .alience for the brand as a superior technology product *in a market where technology had ne"er been a dri"er,.
hat !as it that the ca"#aign !as designed to achie$e then

/ To bring ali"e the uni0ue and customi ed features that made -itachi 1ogi2ool a superior and premium product offering. / Thereby create a place for -itachis technology in a market that had not seen any significant product impro"ement for many years. %n a crowded and undifferentiated market, dri"en by mostly functional and cooling claims, the brands primary agenda was to be noticed. Also, afford a premium in a traditionally price sensiti"e market, the brand needed a halo and a credible "alue claim.
ho !as the "ost likely target%

-itachis most likely audience, at this stage, was a relati"ely younger male. A new generation A2 buyer, at ease with technology and gi mos. 3nafraid to indulge in pleasure and comfort. -is need to own the latest, and most importantly his need to assert his indi"iduality, formed the stepping-stone to the creati"e.
Creati$e Strategy

.tep ) 2reate a brand halo4 !logi2ool#. 1ogi2ool became both an umbrella and a hook that deli"ered credibility and "alue. .tep 5 $ring ali"e the technology.
&or those !ho seek Perfection as a creati"e platform allowed us to deli"er the brands

core proposition, in a manner that not 6ust engaged but appealed to the core target group. %t brought to the fore -itachis ability to cater to a "ery basic insight4 the !perfect temperature# is a "ery personal need. The bald bearded, fussy protagonist, who ran across communication, deli"ered an e7treme and e7aggerated "ersion of the brands obsession with !perfection#. a' Tele"ision commercials used subtle humour and engaging, uncon"entional formats to complement the mystery of the 1ogi2ool technology, making it warmer and more rele"ant. (' 8ress ad"ertising took the 1ogi2ool claim further, disseminating information and dri"ing traffic. c' 9aga ine ad"ertising meanwhile deli"ered the !brand -itachi#.
hat !ere the results

/ Awareness le"els shot up. / .pontaneous awareness grew by about &5 ( *from the figures we had a"ailable for the pre"ious year,, reflecting the emergence of the brand in the acti"e consideration set. / The brand showed "ery positi"e scores on !technology#, among the set of !spontaneously aware consumers# / The market failed to grow at e"en a third of its pro6ection, but the brand e7ceeded its targets. / 9ost importantly, in a market that saw prices plummeting and brands 6ostling for a share of the pie, -itachi maintained its price premium without compromising "olume ob6ecti"es.

)C)C) Prudential Agency: Lo!e *he Making of )ndia+s ,o: - Pri$ate Life )nsurer
%2%2% 8rudential is a case study in the role of marketing in reshaping an industry. %t highlights how an industry where !sell# and !push# were oft used words and consumer was nothing more than a file no., has changed to one where !consumer preference# and !consumer pull# rules the roost. -eres a look at how %2%2% 8ru changed the rules of the game and emerged a leader in the process.
Background:

:hen the insurance sector was liberali ed in 5''', the pri"ate players had to contend with a few issues. Ratio of premium to ;<8 was low4 ).+( of ;<8 was in"ested in insurance. %nsurance penetration was at an abysmal 55( of the insurable population. $esides the abo"e the pri"ate players were faced with4 Attitudinal $arriers, 8erception of insurance as a ta7 sa"ing tool and lack of a consumer centric approach in ser"ice and product offerings.
*he Marketing Challenge facing )C)C) Pru4

The challenge therefore was to change established category dri"ers *death payment = ta7 sa"ing, and to get the consumer to e"aluate insurance on a more emotional platform *protection, rather than a mere rational decision *ta7 sa"ings,.
*he Ca"#aign .(/ecti$es:

A, Reposition the category in the consumer>s mind. %nfluence the consumer to "iew it as a protection instrument and not a ta7 sa"ing product alone. $, %n the process, create differentiation for the %2%2% 8ru brand as a pro"ider of social security and family protection. 2, Achie"e leadership status in saliency, image = product parameters. <, $uild credibility and trust. *he *A: Representing an ideal mi7 of medium to high net worth indi"iduals4 The consumers most disposed towards buying life insurance. 9iddle-aged professionals, primarily male, salaried and self employed, age group4 5? - @& years, household income4 Rs.5', ''' and abo"e.
Creati$e Strategy:

The essence of the creati"e strategy4 To get the consumer to re look at %nsurance as a means to lead a worry free life and not as a necessary e"il. To this effect the core brand insight highlighted was AAs head of the family it>s my responsibility to take care of my lo"ed ones and protect them from the uncertainties of lifeA, summed up in the ad"ertising idea4 :e co"er you at e"ery step in life *.urakshaB Cindagi ke har kadam par, as interpreted in -indi ,. %2%2% 8ru was positioned as an enabler of protection rele"ant to the needs of the life stage that you are in. At the core of the communications strategy was appropriating the generic category benefit *protection, through its greatest metaphor D .indoor.
*he Creati$e e0ecution: *1C: $uilding image and creating a differential in the most creati"e and compelling

manner. The creati"e e7ecution heightened the emotional connect with the %2%2% 8ru brand - %ndianE satisfaction of knowing that ones lo"ed ones are protected. .ymbolic representation of the protector of the family through situations showcasing "arious life stages and creating endearing imagery of protection and familial bonding. Press: ;a"e the consumer a rational and tangible reason to buy insurance first and secondly from %2%2% 8rudential. The product specific ad"ertising focussed on changing the pre"alent perception about insurance and breaking a few myths4 non- affordability,

insurance not being good in"estment option and the myth that insurance was good only for ta7 sa"ing.
.ther Co""unications:

Fther programs included direct mail, 8R of communications campaign in press = TG, website marketingE and database generation through $ancassurance channels.
Media Strategy:

%n a market likely to be cluttered, we used multiple touch points to reach the consumer. The role for each medium was en"isaged. The TG medium was used to enhance the emotional link with the brand. .trategic use of )& sec. edits facilitated high fre0uency le"els. %n print, cost per response rather than cost per thousand as responses were measured in form of call-ins. Radio H9, 2inema, %nternet were used to create a media multiplier effect.
*he results of co""unication efforts:

$eing no4 ) in awareness and saliency. Awareness4 %2%2% 8ru showed a significant 6ump in awareness between Heb and .ept 5''). %mage4 -ighest score among all %nsurance players including 1%2, on image parameters like safety, modernity, ser"ice, good returns etc. %ntention to in"est4 Ie7t only to 1%2 as per research *All .ource4 Research by FR; 9arg,. Io. of calls and emails4 There were J',''' calls at the call center and K&?5 emails in the year 5'').
Su" u#:

%n 6ust o"er a year %2%2% 8ru has emerged as %ndias no.4 ) 8ri"ate 1ife %nsurance 2ompany with almost &'( market share of the pri"ate players. -as sold highest no. of policies both in "olume and "alue. 9a6or 9ilestone - F"er )''''' policies on 9ar +), 5''5.

)C)C) Children2s 3ro!th Bond Agency: Contract

A Means *o Secure 4our Child2s &uture

%2%2% 2hildren>s ;rowth $ond is a financial instrument that allows parents to put aside a small sum of money today that will grow into a larger amount, to meet the future needs of their children. Typically such an instrument is used to co"er huge e7penses that parents may incur on the child>s education or marriage.
ho 5o e S#eak *o And here *o Start%

The target audience for this kind of a product was parents *primarily fathers, ha"ing a high in"estible surplus. A good indicator of such parents would be the ones ha"ing wards in reputed schools. -a"ing said this, where would we ha"e a got a list of parentsL

And e"en if we got one, it would surely ha"e been sub6ected to mass mailing campaigns from "arious marketers. Another Mail )n *he Bo0% Though direct mail was an option, it was imperati"e that we make the communication personali ed to the parents. There was a need for an idea, so memorable and emoti"e, that it would stand out of the clutter of mail soliciting in"estments. The idea needed to create a strong connect and an emotional bond between the client>s product, the kid and the parent. 3etting *o 6no! Parents And 6ids To ac0uire a primary database of kids and their parents, we thought of a uni0ue way to create a primary database. A painting competition was conducted across schools in 9umbai and $angalore where o"er 5',''' kids participated. >:hat you want to be when you grow upL> was the topic of the painting competition. Mach kid painted "arious dreams that he or she would like to turn into reality when they grow up. The entries were submitted on specific forms that captured, among other things, the kid>s name, address, telephone number and father>s name. *o *he Heart *hrough *he Mail Bo0 A direct mail pack was then Apersonali edA and sent to e"ery parent. The message was someday your sonNdaughter will start turning hisNher dream into reality. :ill you ha"e the financial resources at that point in timeL This personali ed pack included their 2hild>s painting which had the dream career, a letter and call center number which could enable them fi7 up a >no obligations>, free financial counseling meeting by identifying themsel"es with the pre-printed code on the mailer. Heart ar"ing And 7ffecti$e

The element of surprise and creati"ity in the database sourcing and the personali ed approach in the direct mail pack was a great catalyst to make it a success. %t did wonders because creati"ity was not restricted to the creati"e elements alone like en"elope and letter, but e7tended to the database selection too. *he Success Metrics The response was o"erwhelming in the two cities of 9umbai = $angalore. The total no of mailers mailed out were 5),''?. The response was a tremendous 5'.??( *@+?J respondents,. A total of @+?Jcontacts were made, with 5?OK*2on"ersion - KK(., 6inetic Style Agency: Mudra 8#setting the a##lecart in the scooterette category9 )n Style!

2irca )OO@, TG. launches .cooty, thereby creating a new category - The .cooterette. %t picks up market share and dominates the category with o"er J'( market share since launch. The strength of .cooty being lower cost, the key segment that used it was the college going teenagers in urban %ndia, although it carried a disad"antage of a lower powered engine *K'cc.,. Ff course, it was the preferred gearless scooter for those who couldn>t afford a Pinetic. Pinetic percei"ed immense opportunity to supplement its brand e0uity in the lower segment. To take the bull by the horns, Pinetic launched Style in )OOO. Style was functionally superior in many aspects. Hirstly it came with a J&cc power packed engine complemented with wider plusher seats and more storage space. A better product spiced with the right kind of communication might 6ust about be enough to wrest market share from the leader it was reckonedB The whole strategy was distilled to the following ob6ecti"es. 2ommunicate functional superiority of Pinetic Style with regards to space and power, thereby reposition TG. .cooty and eat into its sales. The 6ourney beganB :ho should Style speak toL %n this non-aspirational category gi"en the propensity to switch to motorcycles, targeting female collegians would make the Style effeminate. :orking e7ecuti"es were more rational in their purchase decisions and were sold out to motorcycles for want of economy. Also, research threw up the fact that for young male collegians, a scooterette ser"ed as a surrogate motorcycle - Their ultimate dream. Also, a scooterette was seen to be a grudge purchase since parents were decision makers. A product proposition of better power and comfort would appeal more gi"ing them "icarious pleasures of owning a motorcycle. Style honed in on the key insight4 "Collegians rarely traveled single.They always moved around in pairs with friends." The product strengths of bigger seats, more engine capacity coupled with the competiti"e need gap of underpowered engine ga"e birth to the creati"e hook - Twins. :hile twins fought for comfort all along their childhood trying to fit into spaces like a bathtub and a swing, the moment they find themsel"es on a Pinetic Style, their fights cease. They now had found a "ehicle that was perfectly A9ade for TwoA. 8ress and outdoor was used to launch the Style regionally, and then TG followed it in a mi7 of regional and national channels. :as Style successfulL .ales of Style picked up by almost 5''( *)5@J units p.m. - +K&@ units p.m., gaining directly from .cooty sales *)K?@? units p.m. - )5))5 units p.m.,.

Apart from this, image perceptions as per the %9R$ research 1%IPTM.T model post communication confirmed the following findings4 / Pinetic Style is more powerful and spacious than other scooterettes / Pinetic Style can seat two people comfortably unlike other scooterettes / Pinetic Style is a >.cooterette-9ade for TwoA. Pinetic thus romped home with more sales and impro"ed brand imageB in Style! Pe#sodent Agency: Lo!e *he 5ishoo" 5ishoo" success story Pe#sodent2s ho"e run u#to -::; 8epsodent>s credentials of >long lasting protection from germs for hours after brushing>, enabled the brand to grow and differentiate itself powerfully "is a "is the market leader2olgate <ental 2ream. &ro" Process to 7nd Benefit : )OOO-5''' $etween )OOO and 5''', 8epsodent decided on a logical e7tension of the >process> benefit of germ fighting to end benefits.This was an attempt to take on 2olgate <ental 2ream in its own territory, with a new formulation and new communication. *he <esult : :eakening of all associations with the brand leading to dilution in 8epsodent>s distincti"eness as a ;erm Highter. *he Challenge: 5'') %t was time to win back the distincti"e edge- by appropriating once again the proposition of >1ong lasting ;erm 8rotection> in consumers> minds. And 8epsodent had to also contend with a re6u"enated 2olgate <ental 2ream at the same time. Creati$e Strategy: To heighten concern about germs and thereby le"erage 8epsodent>s core proposition in this conte7t. Research helped identify se"eral situations wherein a mother tends to show an7iety about her child>s teeth .This helped us hone in on the most rele"ant and pro"ocati"e insight. Insight : 9others worry about their childrens> eating habits, more so when they are out of her sight. They don>t want to fight with them o"er this. $ut, if they don>t do anything, they feel they are being irresponsible .

Advertising Idea: <on>t fight with your children o"er their >out of control> eating . 1et 8epsodent fight the germs for you. S!eet food !as used as a torture test to de#ict Pe#sodent2s efficacy at ger" fighting9 *he sound "ne"onic of 5ishoo" 5ishoo" !as used to de#ict the conflict (et!een the "other and child= and also= the action of Pe#sodent on ger"s9 <esults of the ca"#aign The 8epsodent mother became aspirational. 9others using 2<2 were forced to sit up and pay attention to 8epsodent- a brand that understood them and addressed situations that they encountered in their day to day life. And 8epsodent gained back its edge of >long lasting germ protection>. >uantitati$e e$idence of success This was reflected in impro"ements in its market shares- an increase of 5.?& percent points between 9arch 5'') and <ecember 5'') *from )'.OK( to )+.?)(,..hare increases were steady and consistent, with increasing ;R8 spend. Coca-Cola Agency: Leo Burnett Connecting !ith the *a"il 4outh Coca-Cola 3aana" Marketing Challenge: %n Fctober 5''' had seen 2oke way ahead of 8epsi in both the 2hennai and Trichy regions, the scores on key preference parameters *9ost Ha"orite brand and Total Ha"orite $rand, had shown a dramatic dip in the last 0uarter of year 5'''.

Region Chennai Chennai *richy *richy

Brand CocaCola Pe#si CocaCola Pe#si

Measur Oct. e '00 Most ?@9? fa$ourite Most -;9: fa$ourite Most AE9fa$ourite Most -@9? fa$ourite

Nov. '00 A:9: A-9B -B9A?9:

Dec. '00 A? AB9: -@9@ A@9?

Jan. '01 AB9: AB9D -@9; A:9@

Feb. '01 A-9C A:9? -@9@ ?@9:

The challenge facing 2oca-2ola>s regional team was to identify the reason for this eroding preference and to find a solution to regain preference in the T.I. market. Ca"#aign .(/ecti$es: ). Regain preference for brand 2oke from brand 8epsi o"er a period of @-K weeks by identifying and using a truly local insight to achie"e a stronger connect with the T.A. 5. To ensure that this preference gain translates into an increase in intention to transact with the brand. *he Coca-Cola (rand essence :ith 2oke, % can make e"eryday moments magical which makes me a winner e"ery time. % am rela7ed, uninhibited and inspired with a 2oca-2ola that raises my in"ol"ement in my passion making the o"erall e7perience magical and hence memorable. *arget Audience: Demographic profile: Qunior college N 2ollege going young males. Age4 )&-)O. .M2 A, $, 2 8nderstanding the *a"il youth culture ho" to target%

The Tamil youth like all other places ha"e a class di"ide. There are The 8eter>s - Mnglish speaking, brand conscious, popular with girlsB A9etroA The 9uni>s - They are the masses, Tamil-speaking, down-to-earth in dress and mannerisms, unlikely to possess personal transportationBinfact prefer to tra"el by the local buses. $ut that>s where the similarity ends. The aspiration set is not the 8eterBbut the 9uni *o relate !ith the Muni2s !e ha$e to talk directly to the"9 -a"e communication that is about them and not try and pro6ect the 8eter image as the role modelNaspiration set A closer look at the Muni2s 3sually dressed in garish shirt with an undefined pattern and dull brown terrycot trouser. -e is lanky, but fiercely strong. The typical youngster pretends to study - All he does in truth is pay a token "isit to class once in a blue moon and hang out with his college buddies *group, the rest of the time. -e takes pride in belonging to one of these groups. And will go to lengths to pro"e that his college is the most notorious, most brattish, and therefore most happening college.

 The other important aspect about him is an ama ing le"el of confidence. - -e truly belie"es that he and his group of friends are the kings of 2hennai. -e also has phenomenal enthusiasm and an ability to ha"e a ball. - -e may not ha"e too much to look forward to but he dreams big and has a whale of a time each day. ;irls occupy a large part of his thinking. - -e is e7tremely frustrated by the fact that he has hardly any chance of interacting with girls. - And when he does try girls seem to dislike him. - .o he fantasises a whole lot. *he Creati$e 5e$ice The 9uni and his ;aana ;aana is the pulse of the Tamil youth. - A uni0ue form of music, where a group of friends in"ent a song impromptu - The essence of the gaana is in the spontaneity %t is one of the primary entertainers in the life of a 9uni during college. - They groo"e to it - And use it to e7press their world"iew, their enthusiasm for life and their sense of humor at any gi"en situation. ;aana pro"ided the perfect mi7 of solutions - perfectly in sync with the brand "alues, "ery rele"ant to the A9uniA of Tamil Iadu and a de"ice allowing for a "i"id creati"e e7pression. *he results The ;aana commercial went on air in mid-April and ran through end-9ay Objective I: Regain preference The ;aana commercial was aired mid-April through end-9ay. F"er this period of K weeks, the preference scores in both 2hennai and Trichy regions showed a dramatic increase, as represented in data from the 2ontinuous 2onsumer Track conducted on a regular basis by 2oke and FR;.

Region Brand
Chennai Chennai

Measu re

Feb '01

Mar '01
AA9? A@9?

April '01
AA9; A@

May '01
?E9@ AA9;

CocaMost A-9C ColaFCoke fa$ourite Pe#si Most A:9? fa$ourite

*richy *richy

CocaMost -@9@ ColaFCoke fa$ourite Pe#si Most ?@9: fa$ourite

-B9B AB9A

-?9: A@9-

A-9C A?

Objective II. Translate preference into intention to buy: 8urchase intention figures from the 2ontinuous 2onsumer Track4
Region Chennai Chennai *richy *richy Brand Coca-Cola Coca-ColaFCoke Coca-Cola Coca-ColaFCoke Measure Purch int-5ef9 !ill (uy Purch int-5efGPro(9 !ill (uy Purch int-5ef9 !ill (uy Purch int-5efGPro(9 !ill (uy Feb '01 Mar '01 ?E9D @@9: @A9@ CA9? ?;9: B@9? @D9C C;9B

*e"#tations Agency: Contract Background: The 2urrent .tate of the 9arket The Ieed ;ap Analysis Ca"#aign .(/ecti$e ). To create a new premium category in the chocolate market 5. To communicate to the chocolate lo"er segment the a"ailability of a truly international chocolate eating e7perience

*he *arget Audience ;oing beyond demographics and understanding the real chocolate lo"er The importance of taste, the eat e7perience- what it should be, what it means

Creati$e Strategy $rand 8ositioning The $rand 8roposition The 2ommunication Fb6ecti"e 2hallenges faced while de"eloping communication

Bringing )t Ali$e in "ediaThe .trategy2on"entional 9edia supported by %nno"ations 2on"entional 9edia / TGE FutdoorE 8ress %nno"ations :eb site- www.temptationsworld.com 2ontest linked to purchase Ad"ertising at AT9 kiosks .ampling e7ercises at restaurants :eek 1ong 8romotion at 2rossword $ook .tore 2inema .lides- before the mo"ie came started 7$idence of <esults Fb6ecti"es Achie"ed / .ales / 9arket .hare / $rand Awareness hirl#ool Agency: &CB-8lka M8MM4 6A MA3)C CHAL73A 64A% :hirlpool washing machines was steadily gaining market shares and establishing a strong e0uity from )OOJ to 5''' till 5''), when hit by the + 2 challenge. / 2ategory 4 .tagnant washing machine category. / 2ompetition 4 Aggressi"e competition, both in terms of new product introductions and increased media spends. 9oreo"er competition also crowding the :hirlpool positioning of >cleans better> / 2onsumer 4 .ome consumers percei"ed the agitator to be reducing the capacity of :hirlpool washing machines putting a 0uestion mark on its ability to wash large clothes. All this leading to a decline in :hirlpool market share. %n this scenario, :hirlpool needed a magical solution to grow its market share in a stagnant market and also to strongly reassert its ownership of the >cleans better>. *he )nsight

Rualitati"e studies with consumers re"ealed that one of the great benefits of a machine lies in washing large = hea"y items - curtains, table clothes etc. :hereas, the entire category communication focussed on superior or gentler cleaning of e"eryday clothes like shirts etc. the issue of washing the >tough to wash> clothes was getting sidelined. Addressing this need was made e"en more critical gi"en the consumer misgi"ings about the :hirlpool>s Agitator. *he Creati$e Solution :as to combine the benefit of washing large clothes and washing them well. The conte7t of a party at home pro"ided opportunities to portray both - as the setting when large items such as table cloth and curtain are stained. The result was the >9ummy ka 9agic> campaign. All in all= 2Mu""y ka "agic chalega kya2 !as a creati$e rendition of a s"art ho"e"aker in control of all her !ashing challenges= e$en stains9 *he Media Solution The media strategy went beyond the con"entional numbers. %n order to up-weigh the core TA *defined in psychographic terms,, the brand was associated with Mnglish serials and mo"ies through sponsorships. $esides, the selection of media "ehicles took into account the audience loyalty with the programmes. 8rograms that deli"ered high loyalties cost effecti"ely were chosen. .ponsored TG contests *>-omemaker se 9ohabbatein> with the 9o"ie 9ohabbatein, carried forward the brand properties. *he results / -igh awareness4 <uring the campaign period, :hirlpool achie"ed all time high ad"ertising and brand awareness scores of KJ( and KO( respecti"ely, completely eclipsing all other brands / .trong 2onnect4 M7ecution cut-through scores for :hirlpool were highest e"er, appro7imately + times its nearest competition. >9ummy ka magic chalega kyaL> became a popular catch phrase with the consumer, coming out as the strongest element recalled in research. / <eli"ering on the intended positioning parameters4 :hirlpool grew on >cleans better> and >washes white clothes best> parameters, thus achie"ing the ob6ecti"e reinforcing its positioning. Also it showed impro"ement on the >large capacity> parameter thus allaying some consumers issues on the agitator. / ;ains in market shares4 :hirlpool market shares mo"ed upwards, from )J to 5)( in semi-automatic segment and 5K( to +)( in fully-automatic segment. %n effect, :hirlpool became leader in semi-automatic *"alue-wise, and fully automatics *"alue and "olumewise,.

*hu"s 8# Agency: Leo Burnett *he /ourney fro" 'Old' to 'Grown Up' roble! "efinition: Thums 3p>s consumer base was aging rapidly. The )5-5O year age group forms a critical mass for the soft drink market. Thums 3p>s e0uity in this segment was diminishing fast. The brand was only holding on to drinkers that it had recruited years ago. The number of younger drinkers coming into the brand>s fold was worryingly low. They were mostly "eering towards arch ri"al 8epsi which was seen as younger and hipper. #a!paign Objectives: To increase the preference for Thums 3p o"er 8epsi in the target age group of )5-5O years. Pey 2onsumer %nsight4 $eing seen as an adult Ngrown up is an e7tremely strong psychological moti"ator in the )5-)O year age group. M"en in the 5'-5O year age group, being seen as matureN grown up is highly desirable and aspiratonal. #reative Strategy: The creati"e strategy hinged on le"eraging the core product attribute of >.trong Taste> to tap into the consumer insight. The strategy made use of the popular perception that strong tasting foods like strong teaNcoffee, spicy foods, alcohol etc. are considered a sign of growing up. The strong taste of Thums 3p made 8epsi sweeter in comparison. .ince sweet things are meant for kids, you were a kid if you were drinking 8epsi. -ence the tag-line, H3ro! u# to *hu"s 8#H Results in t$e %ar&et: 2ontribution from the )5-5O age group went up from &+.O( to K)( post the campaign 8reference for Thums 3p in the )5-5O year age group saw an increase of se"eral percentage points. TF9 awareness and >Ha"ourite $rand> scores saw a steep spike immediately post the campaign 8ost the campaign, preference for 8epsi dropped and scores on parameters like >only for kids> saw an increase Sho##er2s Sto# Agency: Contract Buy I &ly to the Se$en onders of the !orld9

Marketing Challenge: To resuscitate the plunging fortunes of .hopper>s .top during the festi"e season in the light of a gloomy economy and a "ery competiti"e retail scenario in year 5'').

*he idea: >$uy and fly to the J wonders>. .pend a specified amount and you could win a trip to the J wonders of the world. $esides the mega pri e, you could win many other pri es like ;ili gold coins, gift "ouchers, G%8 bags, Mspirit watches etc. Ca"#aign .(/ecti$es: To differentiate the promotion from all other promotions in the market at that time. .hopper>s .top had to become the preferred shopping destination for the festi"e season. / To achie"e the sales target of Rs. ?' crores during the promotion period of )Oth Fctober 5'') to 5Jth Qanuary 5''5 / To increase customer entry le"els by )'( o"er last year - customer entry target of 5 million / To increase cash memo si e by &( o"er last year *arget Audience: 9ales and Hemales, .M2 A to $), Age-)&-@@yrs, -igh ownership of cars and consumer durables. M"ol"ed %ndian who is open to new e7periences. Creati$e Strategy:. $ringing ali"e the international e7perience by communicating that .hopper>s .top is their 8assport for seeing the .e"en :onders of the :orld. Media Strategy: Taking the strategy of >en"eloping the consumer> with communication on TG, 8ress, -oardings and Radio. Also 8oint of sale and <irect marketing = 8R to complete the +K' degree effect. 7$idence of <esults: Record breaking sales e"er in the history of .hopper>s .top for any festi"e season. Re"i"ed 2ustomer Mntry, %ncrease in 2ash memo si es and employee morale at an all time high. ,akshatra Agency: J * Marketing Challenge The <iamond Qewellery *<Q, market in 5'') was largely generic with "ery small players promoting their companyNstore rather than a specific branded collection. The total share of the main these players did not e7ceed ).&( of the entire <Q market. :ith the slow down of international markets like 3.A and Qapan, %ndia was seen as the potential growth market contributing to the <T2 o"erall global target. The target set for 5'') was a big challenge4 To build Iakshatra as the Hlagship retail brand of <T2 by changing the way the retail trade functions. 3se Iakshatra as a catalyst to accelerate growth in 5'') To achie"e market growth in line with Iominal ;<8. *he Co""unication .(/ecti$e To reposition the traditional J stone earrings stocked by retailers across the country *considered old fashioned, as a contemporary classic and sell it as a brand 2reate a brand with uni"ersal appeal for women across age groups and income with

imagery powerful enough to break entry barriers into the category *%ndia is the largest market for ;old in the :orld,. To gi"e the consumers confidence that they are buying into a good 0uality diamond from <T2 To change the way the retail trade functions, by getting new manufacturers to pro"ide made up collections of Iakshatra for the trade to buy into. The trade currently manufactures all the <Q themsel"es. This was the first such programme initiati"e in the <T2 world. To con"ince retailers to stock and sell Iakshatra e"en though they all stock the product in its generic form. 3se Iakshatra to create e7citement in the market so as to ha"e an halo effect on the %ndustry as a whole. *he Creati$e Strategy The symbolic rich .anskrit name was inspired by the circular design of the product. Hor women across the country the name stood for not 6ust the >constellation of stars> but mystery, brilliance and timeless beauty. T$e creative strategy was to give t$e brand a celestial' ric$ evocative i!agery to $ig$lig$t t$e significance of t$e (a&s$atra design cluster and associate it wit$ a conte!porary fas$ion icon to i!bue t$e range wit$ !odernity and !a&e it aspirational and pre!iu! for t$e T). (a&s$atra will represent t$e !odern face of Indian tradition wit$ overtones of !ysticis! and sy!bolis!. *he Co""unication Progra""e The integrated communication programme for Iakshatra was targeted at both4 The Trade - $uyer .eller meets = 8oint of .ale 9aterial The 2onsumers - TGN8rint Ad"ertising, :ebsite, 8ublicity = 2atalogue. *he <esults A traditional product was repositioned as a contemporary classic. 2onsumers asked for it by name. ?)( of the Target Audience were aware of Iakshatra by <ecember 5''). OJ( of the retailers across the country are aware of Iakshatra. @55 retailers across the country stock Iakshatra. Hi"e new manufacturers entered the domestic market. Iakshatra achie"ed a market share higher than the combined share of all branded offerings in the %ndian <iamond Qewellery market, in its first year of launch.