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Advertisement Analysis
Gillette Vector plus (Razor)
The product chosen by me to analyze its advertisement in order to find the concepts of consumer
behavior used in the advertisement and the demography to which the product is being targeted.
The advertisement of Gillette vector plus1 features a young guy who is about to participate in an
reality show and it is almost his turn when the lady who compeers calls his name and comes
inside, by looking his unshaved face expresses that it is impossible for him to win the contest and
this young man immediately takes out the vector plus and shaves smoothly and jumps on to the
stage where the commentary runs as vector plus can make a zero into a hero
.
This advertisement covers the following aspects
Concern and time management
Confident Attitude
Covey the message at the end
Specification of the product
1 http://www.youtube.com/watch?v=XTfIMiSI3hI
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Product quality assurance
Consumer Behavior concepts
Social Needs (Maslow’s need hierarchy): This product belongs to the social needs, if
we compare it with the Maslow’s model of hierarchy where the target audience are male
and especially youth where the tendency of using this product is almost a group
acceptance and who want to showcase that they use this brand of Gillette.
Self concept: The ad targets the youth who have the casual and confident attitude and
they feel themselves in that particular advertisement.
Hedonic Consumption2: Even though the product serves the purpose of shave, but this is
something to do more with level of satisfaction, emotion showing more masculinity and
not merely the functionally capability of the product.
Lifestyle: It targets a large group of audience who has a charismatic personality and has
that eagerness to achieve and the confidence attitude in them more youthfulness
Reach: In the world of reality shows where there are a whole lot of people are getting
attached to the reality shows, the advertisements is also built on the same line where the
target audience get attracted towards the product, the advertisement enchases the
popularity of the realty show.
VALS: When it comes to Gillette it is targeting the Strivers segment, where consumers
belonging to this segment are Image conscious, limited discretionary incomes and prefer
TV and Magazine commercials.
Segment: Medium priced Segment (STRIVERS)
Target: Male, Particularly youth aged between 17-35 years of age, (Consumer
Motives)
Demographic: Urban and semi urban areas
2 Consumer decision making by Henry assael
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Personally I fit into this target market where the price of the razor (as there is very less
earning and still a dependent) is not that high and there is the sense of machonism, and
image of using the Brand Gillette.
BRITANNIA GOOD DAY
Britannia introduced Good Day in two different variants in the year 1986. Over the years it is
launching new variants.
It featured many ads targeting different age groups and starting from the children to the eldest
person who is in the political rally. Across all these ads it strongly shows that the spirit of GoodDay all the ads speak about its ingredients, which is rich in cookie, added nuts which are visible
that crispness etc., where this brand has a lot of loyal consumers across all ages and its is one of
the fastest moving brands in the Britannia’s portfolio.
Recently one of its ads during the IPL created the controversy. For the purpose of this
assignment I have taken two ads where one of the Train TT which is quite a recent ad and the
other is Good Day confession a pretty old advertisement.
Good Day Confessions: In this particular ad a son confesses in front of his father for stealing the
pen from his father’s pocket for which his father says he is proud of him as he told the truth
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immediately after his confession his mother reveals that’s he has secured 1st rank in the exams.
A moment of joy where in between there is an insight provided to the ingredients of the cookie3
Advertisement of TT: The new TT ad is the uncontrollable expression of the ticket collector's
happiness and joy that is stimulated by consumption of the cookie, which spreads cheer amongst
the people around him creating an atmosphere of shared joy that's unorchestrated and straight
from the heart. The celebration was taken to the IPL as Good day cheered along with a million
cricket fans in the stadiums, each screaming and proclaiming "Ho gaya re Good Day". The
dazzling brilliance of this endeavor, the contagious rhythm needs to be lived and spread through
the nation, making 'Iska toh ho Gaya Re Good Day'
Consumer Behavior Concepts
Reach: It tries to reach the people of all age groups in through its different advertisements
Hedonic Need: This come under hedonic need where the consumers look for that pleasure after
consuming the cookies and their emotions are associated with this particular brand.
Brand Loyalty: Most of the users are brand loyal, since it is product which is used regularly and
it comes under FMCG sector the brand has that image where people never feels to shift from
Britannia Good Day
Less of Post Purchase Dissonance: As they have lot of brand loyal and consumers try not to
shift to the other brands in the market. As the satisfaction after consuming the product is very
high.
Social Need: People use biscuits daily and the usage of good day under the Band Britannia
which generally accepted by the mass and they feel proud to use the product.
Post purchase Evaluation: Products like cookies will be mostly evaluated after a lot of
consumption and sense of satisfaction
Segmentation: Geographic different ads for different geographies to catch the emotions
3 http://www.youtube.com/watch?v=6Nm8dHwuFP4
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Target: People of all age group, this is very much evident from the different advertisements for
different age group of people.
I love biscuits and more of Good day and hence belong to this target market.