Report on Bivariate Analysis

A Market Research Proposal to evaluate the effectiveness of Center Fresh-Yeh Wala Digital market campaign

Assignment-I

Submitted to:Prof. Sandip Anand

Marketing-III Submitted by: Sambit MishraUM14048

IntroductionThe advent of information technology has caused a revolutionary impact on our economy thereby changing our everyday life and thereby transitioning from that of luxury to that of a necessity now. Nowadays, there is no business that can think of thriving in the market without engrafting technology in its everyday functioning. Even, the advertising world that is full of creativity had to resort to digital ways to be sustainable and to transition to being funnier from funny. The Yeh Wala ad by Center Fresh sells itself by taking a dig at ways the various other ads sell their products.The ad opens to a scene where a guy who screams in pain while brushing his teeth and then a reporter comes in and suggests the boy to use Yeh Wala toothpaste which is as a matter of fact, a jibe at an extremely popular toothpaste ad. The scene then captures a guy being recommended Yeh Wala cream, and then to the audience being suggested to buy Yeh Wala TV and then finally the ad zips up their mouths and suggests Yeh Wala chewing gum to have their mouths shut. The ad starts off with a parody of advertising from a leading toothpaste brand, before quickly shifting into a nest of ads within ads for Yeh Wala brands in categories as digressing as cement, fairness creams and toothpastes.To promote the campaign, the brand has also launched the #YehWala Contest on Social networking sites like Facebook and Twitter, asking users to put their writing skills to test and create a tagline under different themes like Suraksha, Bandhan, etc. Fans were invited to write funny taglines under the above themes, starting the tagline with the campaign hashtag #YehWala.The ad has been run simultaneously on Facebook and Twitter. In facebook, the participants were asked to comment on the post in the Center Fresh Facebook timeline, while on Twitter they had to tweet with the hashtag. Some visual hints on the ad theme were provided to aid the participants in cultivating witty taglines.The message that the ad intends to promote has been well extended onto social media with the use of #YehWala. There is a brand recall that Center Fresh enjoys because of its intelligent use of a hash tag similar to that of the ads message.The clever way of leveraging social media by asking users to cultivate funny taglines and helping them to relate with Yeh Wala concept not only gives them a brand recall but also a distinctive advantage over other similar category products. Advertising is legalised lying as said by HG Wells has been reinforced by the clever use of the digital marketing campaign by Center Fresh. The intent is not to make fun of marketing techniques rather a funny take on how different people are and how the consumer is exposed to these different types of ads, which they used as an example of Yeh Wala toothpaste, Yeh Wala cement, etc.It brings out the fact that brands talk too much about their benefits in their ads and hence, the tagline Center Fresh Zubaan pe rakhe lagaam goes very well. The ad has garnered over 5 lakh views on YouTube and other social networking platforms in three weeks which clearly depicts the effectiveness of the campaign.Research objectiveThe objective of this research brief is to measure the impact the ad has on the audience and find out areas of improvement of the ad, if any, to trigger more profitability.The impact can be chiefly measured in terms of satisfaction level of audience through the number of likes and shares, the level of participation in the ad contest offered to people.Information areasROIIs the campaign producing a positive or negative ROI and is this improving? There should be improvement in ROI starting from initial launch of the online marketing campaign, thereby indicating that the campaign is running successfully.AudienceThe number of people following the #Yeh Wala campaign across all the social networking websites is a good indicator of the effectiveness of the campaign.Mentions of Center Fresh or #Yeh Wala campaignThe more people talk about the campaign or the product, the more effective the digital campaign.Unique VisitorsAn increasing number of unique visitors is an indicator of the effectiveness of the campaign. Social TouchAudience engagement can be gauged by looking at the likes/shares/tweets/re-tweets that the campaign is having and will help us to see if the campaign is on track. Also, if the number of funny taglines is increasing, then the connection with the people is more and the campaign is successful in keeping the audience interested.UM14048, Sec-APage 1

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