Prepared for: Mint Prepared by: Synovate India September 2009
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1 Presentation for Assessing the reach of adverts and diagnosing the performance of the adverts within proven re-callers Prepared for: Mint Prepared by: Synovate India September 2009 GM BTS
2 Research Objective The objectives of research were To assess the proven recall of adverts and also to diagnose performance on key rational and emotional parameters such as: Reach Likeability Credibility
3 Research Methodology Centers & Sample Sizes Face to face interviews were conducted in: Delhi 259 Mumbai 252 Bangalore 251 Total Sample size covered was 762 Target Respondents CWE and Housewives/ working women Age of years SEC A & B C&S Households
4 Detailed Diagnostics
5 Advertisement - Awareness & brand recall Awareness Recall Kotak Mahindra Bank Airtel / National LimcaHP Mini Videocon Corporate Samsung Marine / B Sundrop Superlite Advanced 53 1 Neutrogena Deep Clean Cleanser Sleepwell Mattress Knorr Soup Parle Krackjack Asian Paints Royale Iodex Double Power Base 255 MQ1 Different people have different perceptions. I would like to tell the description of some advertisements. Please tell me whether you have seen this advertisement - AWARENESS MQ 1a Could you please tell me the brand related to this advertisement? BRAND RECALL
6 Advertisement - Awareness & brand recall Awareness Recall Vodafone Sleepwell Mattress Clinic Plus + Strong & Long Nerolac Excel Paints / TotalNerolac Impressions Paint Britannia Bourbon DominoÕs Pasta Halls Mentholyptus Parle Digestive Marie Biscuit Parle Mango Bite ICICI Prudential Retirement Solutions Hindware Sanitary Ware SpeedMAK Base 251 MQ1 Different people have different perceptions. I would like to tell the description of some advertisements. Please tell me whether you have seen this advertisement - AWARENESS MQ 1a Could you please tell me the brand related to this advertisement? BRAND RECALL
7 Advertisement - Awareness & brand recall Awareness Recall Indiabulls Power / India Bulls Uni Homes / Unihomes 25 0 Neesa 18 0 Cadbury Dairy Milk Tata Sky Plus / Britannia Cream Treat Nature Fresh Acti-lite Gitanjali Parineeta 21 0 Horlicks Junior Thums Up Aegon Religare Star Child Plan Parle Hide & Seek Bourbon Base 256 MQ1 Different people have different perceptions. I would like to tell the description of some advertisements. Please tell me whether you have seen this advertisement - AWARENESS MQ 1a Could you please tell me the brand related to this advertisement? BRAND RECALL
8 Advertisement - Likeability Believe - Claimed Likeability Enjoyed Believe Kotak Mahindra Bank Airtel / National LimcaHP Mini Videocon Corporate Samsung Marine / B Sundrop Superlite Advanced Neutrogena Deep Clean Cleanser Sleepwell Mattress Knorr Soup Parle Krackjack Asian Paints Royale Iodex Double Power Claimed MQ 2a Do you like this advertisement? - Likeability MQ 2b Do you enjoy seeing this advertisement? - Enjoyed MQ 2c Do you believe this advertisement? - Believe MQ 2d Is the claimed message in this advertisement believable? - Claimed
9 Advertisement - Likeability Believe - Claimed Likeability Enjoyed Believe Claimed Vodafone Sleepwell Mattress Clinic Plus + Strong & Long Nerolac Excel Paints / TotalNerolac Impressions Paint Britannia Bourbon DominoÕs Pasta Halls Mentholyptus Parle Digestive Marie Biscuit Parle Mango Bite ICICI Prudential Retirement Solutions Hindware Sanitary Ware SpeedMAK MQ 2a Do you like this advertisement? - Likeability MQ 2b Do you enjoy seeing this advertisement? - Enjoyed MQ 2c Do you believe this advertisement? - Believe MQ 2d Is the claimed message in this advertisement believable? - Claimed
10 Advertisement - Likeability Believe - Claimed Likeability Enjoyed Believe Indiabulls Power / India Bulls Uni Homes / Unihomes Neesa Cadbury Dairy Milk Tata Sky Plus / Britannia Cream Treat Nature Fresh Acti-lite Gitanjali Parineeta Horlicks Junior Thums Up Aegon Religare Star Child Plan Claimed Parle Hide & Seek Bourbon MQ 2a Do you like this advertisement? - Likeability MQ 2b Do you enjoy seeing this advertisement? - Enjoyed MQ 2c Do you believe this advertisement? - Believe MQ 2d Is the claimed message in this advertisement believable? - Claimed
11 Marketers Dream -The advert should be able to break the clutter & reach my set of target group. -They should be able to connect my brand within the target group. Therefore the acid test used for short listing the top ads has been basis -The consumer should recall seeing the advertisement - A - Should be able to Recall the brand - B -Basis the above we have created a Reach Index -Proportion of (A x B)/100 Reach Index
12 Marketers Objective of Breaking the Clutter Reach Index Top Ads Awareness (A) Recall (B) Reach Index of the advert ((AxB)/100) 1 Clinic Plus + Strong & Long Thums Up Vodafone Cadbury Dairy Milk Horlicks Junior Videocon Corporate Tata Sky Plus / Airtel / National Halls Mentholyptus Parle Mango Bite Parle Digestive Marie Biscuit ICICI Prudential Retirement Solutions Sleepwell Mattress DominoÕs Pasta Asian Paints Royale Hindware Sanitary Ware Iodex Double Power LimcaHP Mini
13 Contd Top Ads Awareness (A) Recall (B) Reach Index of the advert ((AxB)/100) 19 Britannia Cream Treat Nature Fresh Acti-lite SpeedMAK Samsung Marine / B Sleepwell Mattress Britannia Bourbon Indiabulls Power / India Bulls Parle Krackjack Aegon Religare Star Child Plan Parle Hide & Seek Bourbon Kotak Mahindra Bank Knorr Soup Nerolac Excel Paints / TotalNerolac Impressions Paint 32 Neutrogena Deep Clean Cleanser Sundrop Superlite Advanced Uni Homes / Unihomes Neesa Gitanjali Parineeta
14 * Average of Likeability,Enjoyment,Believe and Claimed Softer Issues of the Adverts Adverts of Surf Excel, Adani, Rin, Lakme, Airtel & Ariel being liked the most Likeability Enjoyed Believe Claimed *Ad diagnostics Uni Homes / Unihomes ICICI Prudential Retirement Solutions Airtel / National Vodafone Cadbury Dairy Milk Clinic Plus + Strong & Long Parle Krackjack Nerolac Excel Paints / TotalNerolac Impressions Paint Tata Sky Plus / Nature Fresh Acti-lite Neesa Samsung Marine / B DominoÕs Pasta Thums Up Halls Mentholyptus Hindware Sanitary Ware Britannia Cream Treat Parle Mango Bite
15 * Average of Likeability,Enjoyment,Believe and Claimed Contd Likeability Enjoyed Believe Claimed *Ad diagnostics Videocon Corporate Knorr Soup Sleepwell Mattress Horlicks Junior Parle Digestive Marie Biscuit Sleepwell Mattress Asian Paints Royale Sundrop Superlite Advanced SpeedMAK Neutrogena Deep Clean Cleanser Kotak Mahindra Bank LimcaHP Mini Gitanjali Parineeta Britannia Bourbon Iodex Double Power Indiabulls Power / India Bulls Aegon Religare Star Child Plan Parle Hide & Seek Bourbon
16 * Average of Likeability,Enjoyment,Believe and Claimed Therefore the Overall Rating for the Top ads are as follows: Top Ads Awareness (A) Recall (B) Reach Index of the advert ((AxB)/100) *Ad diagnostics 1 Clinic Plus + Strong & Long Thums Up Vodafone Cadbury Dairy Milk Horlicks Junior Videocon Corporate Tata Sky Plus / Airtel / National Halls Mentholyptus Parle Mango Bite Parle Digestive Marie Biscuit ICICI Prudential Retirement Solutions Sleepwell Mattress DominoÕs Pasta Asian Paints Royale Hindware Sanitary Ware Iodex Double Power LimcaHP Mini
17 Contd Top Ads * Average of Likeability,Enjoyment,Believe and Claimed Awareness (A) Recall (B) Reach Index ((AxB)/100) *Ad diagnostics 19 Britannia Cream Treat Nature Fresh Acti-lite SpeedMAK Samsung Marine / B Sleepwell Mattress Britannia Bourbon Indiabulls Power / India Bulls Parle Krackjack Aegon Religare Star Child Plan Parle Hide & Seek Bourbon Kotak Mahindra Bank Knorr Soup Nerolac Excel Paints / TotalNerolac Impressions Paint 32 Neutrogena Deep Clean Cleanser Sundrop Superlite Advanced Uni Homes / Unihomes Neesa Gitanjali Parineeta
18 Our curiosity is all yours. Thank you. GM BTS
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The 2 nd Largest Market In Asia Emerging as a key market in Asia Pro-business Modi government, raising awareness to concerns of vehicular pollution HDDEO 39% PCMO/ Motorcycle 14% Fast emerging middle class