A Project on

Advertising Failures

Prepared By Chirag Janyani (10) Samvit Khadilkar (37) Swapnil Pathak (44) Tanmay Dighe (48) Venkatraman Iyer (50)

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Index
SR No. 1 2 3 4 5 6 Particulars Objectives Product 1 : Mayur Suiting Product 2 : Kinetic Blaze Product 3 : Pepsi Max Conclusion Bibliography Page No 4 5-12 13-23 24-32 33 34

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Executive Summary

In the entire project work we studied the 3 brands and their advertisements. The basic objective of the project was to identify and study the advertisement campaign and its failure. We took 2 domestic brands and an international brand. 1) Mayur Suiting- We analyzed 2 important factors of failure in their advertisementa) Wrong selection of celebrity b) Lack of content 2) Kinetic Blaze- This advertisement couldnt work out because of its wrong positioning. Insipte of having additional features Blaze couldnt survive in the market because of its advertisement failure. 3) Pepsi Max- It is the international brand which we have chosen. They advertised their product in different countries. But perception of this advertisement differed from country to country because of various social issues. This campaign failed in some countries. By analyzing all these campaigns we gave some recommendations which they could have implemented in their advertisement campaigns. We also conducted a survey wherein we got the responses about the advertisement campaigns stated above. It gave us a different perspective to analyze these campaigns.

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Objectives

To study two domestic (Mayur Suiting & Kinetic Blaze) and an international (Pepsi Max) products advertisement. To analyze the impact of the advertisement. To find out the reasons of failure of the advertisement. To study the 7 Box Model of advertising. To conduct a survey to obtain respondents opinion on the advertisement. To suggest recommendations for implementation in the advertisement.

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Mayur Suitings

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Company Profile
Mayur Suitings, the innovative and value for money brand, is a part of RSWM Limited, the flagship company of Rs 4,739 crore LNJ Bhilwara Group. For almost 30 years, Mayur has been constantly delivering high quality fabric to the markets in India as well as other countries in the world. Constant modernization and introduction of stateof-the art technology has enabled it to be a competitive brand in the suiting & shirting industry. The comprehensive product-mix includes fabric ranges for classic formal wear as well as semi formal wear. This includes unique blends of Polyester Viscose. All this is available in different yarn counts and shades. Mayur produces in excess of 12 Million Meter / Annum. Mayur has been the recipient of the extremely prestigious SRTEPC award for many consecutive years. Mayur has certifications like ISO 9002 and ISO 9001:2000 Accreditation, TQM Implemented Plant, ERP Management systems to ensure Timely delivery and Internationally acceptable 4Point system for Grading. Mayur has robust distribution network that takes the product to the four corners of the country. The company has its products in over 7000 retail outlets all over India.

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Segmentation-Targeting-Positioning
Mayur is a mass market fashion brand that is aimed at SEC B, C and D category. Its primary target group (TG) is middle class. Mayur competes with other players like Raymonds, Reid & Taylor, Grasim and Vimal. Brands like Raymond and Reid & Taylor have successfully positioned themselves as Elite brands in the market. But Mayur has failed to do so despite being continuously endorsed by celebrities. It is still perceived as Value for money Economical brand. The brand is so addicted to the celebrity that the tagline is Stars Ki Pasand". It sounds like the younger brother of Lux soap which is " Sitaron ka saundarya sabun". Like Lux, the brand also faces the issue of customers not believing that the celebrity actually use the brand. The primary competitors are brands like Raymonds, Grasim and Reid and Taylor.

Initial advertisement success

Earlier Shahrukh Khan was associated with Mayur . The hiring of shahrukh Khan gave immediate boost and tempo to the product sales, which augmented up to 70-80% in 1992- 1993 because of the celebrity tag attached to it.

New advertisement campaign

After ShahRukh, the brand was not able to sustain the momentum. With ShahRukh, the company hit upon a novel idea of catching the stars with potential to make it big. That may be one of the reasons why Chandrachur Singh was roped in. But he could not make it to the big league. After chandrachoor singh was dropped Sehwag endorsed the brand.

Reasons for failure & analysis.

A] Selection of Celebrity Advertisement campaign with Chandrachoor singh failed miserably. After Machis & Josh Chandrachoor Singh didnt give any hit movies. The advertisement shows Chandrachoor Singh rehearsing a dialogue in a Mayur suiting & shirting outlet. The dialogue is Me kya hun ye toh waqut hi bataega which roughly translates as One day everyone will know my real potential

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1.What they wanted to communicate? Chandrachoor Singh was a newcomer who had delivered two hit movies in a row. He was seen as an actor with good potential & future prospects. The brand aimed at associating itself with these values. A similar advertising strategy had worked for them in the past with Shahrukh Khan. 2.What went wrong? Unfortunately Chandrachoor Singh couldnt continue his successful form in bollywood. He delivered a series of flops & was no more a sought after actor. This had a negative impact on the brand(Mayur). This advertisement campaign failed in creating an association with a Popular Celebrity. Also, it didnt improve brand recall. 3. Dip-stick study We did a Dip-stick study for evaluating for evaluating the brand recall of Mayur suiting & shirting.

Q.1. which are some of the brands in suiting & shirting industry?

Raymonds Reid & Taylor Grasim Mayur Others

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Q.2.Who was the brand ambassador of Mayur suiting?

Shahrukh Sehwag Chandrachoor Singh Others

Content of the Advertisement

1. Analysis of actual advertising(video) Mayur was endorsed by Sehwag between years 2003-04 to 2006. Sehwag was in peak of his cricketing career during this period. He had a huge fan base. But Mayur failed to capitalize on Sehwags top form & ever increasing popularity. These advertisements failed due to illogical & ineffective content. 2. Content (storyline) of the advertisement Sehwag is playing cricket in a lane with the kids. He hits a six & the ball lands up in a classroom of a girls college. Sehwag is forced by kids to procure the ball. So he wears a (Mayur) suit and goes to the classroom, pretends like a teacher & collects the ball. Suddenly a kid appears there & says Arey Sehwag whats taking you so long?. Now the girls recognize that this guy is Sehwag and run after him. Sehwag comes down without being caught by the girls & the advertisement ends.

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3. What went wrong? Mayur always relied on celebrities & their image for advertising purpose. With Sehwag they had chosen the right person to endorse their brand. But the advertisement lacked creativity & concept completely. The brand should have tried to encash popularity of Sehwag in India & his top form in his profession. Instead it was shown that Sehwag is not recognized at all by the girls when he goes to procure the ball. This is contradictory to the brands tag line Sitarron Ki Pasand; as a celebrity is (assumed to be) recognized everywhere by fans.

4. Comparison with advertisement of competitors 1. Previous advertisement of Mayur with Shahrukh Khan: Mayurs ad-campaign with Shahrukh Khan was very successful. They roped in Shahrukh in year 1995 when he was seen as a potential actor with good future prospects. The advertisement was simple but very effective in terms of brand building & recall. It had good jingle like Mayur-Mayur kya hit!!Kya fit!! & a very effective punchline Shahrukh Mayur Khan!!. The ad worked wonderfully for Mayur establishing strong brand associations & recall. 2. Raymond: Raymond is the biggest player in suiting & shirting industry in India in terms of sales & market share. Raymond never depended on Celebrities for brand image & positioning. Instead they focused on real, human relationship based ads portraying strong, confident & successful characters. This was always accompanied by their very popular & appealing tagline Raymond, the complete man. Their ads had a distinct & prominent brand recall. 3. Reid & Taylor: Reid & Taylor successfully encashed the image associated with James Bond. Their brand was endorsed by Pierce Brosnan who played the character of James Bond in the movies. This established the brand as being synonymous with style, passion & manliness. Their tagline Bond with the best also had a significant brand recall. Reid & Taylor was also endorsed by Amitabh Bachchan strengthening the brands image.

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Recommendations:
A] Change in advertising strategy: Mayur has always been dependent on Celebrity Endorsement for promotion and creation of brand image & recall. Its tagline Sitaro Ki Pasand also highlights Celebrity Endorsement. Celebrity endorsement is an effective way increasing brand awareness & brand value. But it is not the only way of advertising. Mayur should also focus on communicating its differentiating factors to the customers. In case of Mayur these differentiating factors are its Performance Fabric which is manufactured for addressing some special requirements like high wicking, cool comfort, anti-bacterial, anti-static, odour preventive, biodegradable and energy fabric, etc. These special fabrics should be promoted through ad-campaigns. This will increase associations with brand & brand recall.

B] Modifications in existing advertising strategy: Even if Mayur continues to rely primarily on Celebrity Endorsement; it should consider having several brand ambassadors. Lux follows this strategy very effectively. From past many years Lux has several Bollywood actresses as brand ambassadors at any point of time. This magnifies brand associations & brand recall thus improving brand equity.

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7Box Strategy

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Kinetic Blaze

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Kinetic Blaze History:

Kinetic Engineering Limited is the flagship company of the $500MN Firodia group of companies. It is one of the pioneering groups in automobiles in India. It was founded in the year 1972 by Mr. HK Firodia. He was known as the doyen of the Indian Automobile Industry. . Kinetic Engineering Limited offers Engineering and manufacturing excellence and they have diverse portfolio to manufacturer all different types of transmission components (gears , shafts , axles , etc) & different engine components like crankshafts , cylinder heads, camshafts etc . KEL also manufactures complete gear box & engine assemblies for auto & non auto products. . KEL has a press shop, weld shop; paint shop & can manufacture chasis, rims, mufflers etc. KEL also assembles complete vehicles for some of its customers

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Kinetic Blaze:

Kinetic Blaze was introduced by Kinetic Motor Company Limited. It was designed and produced by Mr. Leopoldo Tartarini. He is known as world renowned Italian automobile designer. It was launched in the year 2006. Blaze entered with powered by powerful 165 cc engine. The maximum power delivered by this is 11.6 bhp. Blaze facilitates easy driving even on uneven roads. With its advance technology Kinetic Blaze offers stability even at high speeds. Its push button electric start automatic gear transmission mechanism and styling added wow factor to it. Kinetic Blaze is so far the most powerful scooter in India. It was a mean machine and very heavy.

Features of Blaze A disc brake a four-valve engine First scooter to get a tachometer and handle-bar counter balancers Fourth biggest two-wheeler (165 cc,11.6 bhp)

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Kinetic Blaze Advertisement:

The advertisement of Kinetic Blaze goes like this: There is a guy called Rohit Varma who is on tenth floor with his Kinetic Blaze. Lot of fans are waiting down to see him on kinetic blaze girls are dying to see Rohit Varma. Suddenly this guy comes from his room on blaze and he jumps with his bike from tenth floor and rides away. He goes away without meeting his fans and thus disappointing them.

Competitors:
The competitors of Kinetic Blaze were: Honda Activa Hero Honda Pleasure TVS Scooty Suzuki Access Analysis of Hero Honda Pleasure Advertisement:

Hero Honda Pleasure has Priyanka Chopra as a Brand Ambassador whereas Kinetic Blaze doesnt have a Brand Ambassador.

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Hero Honda Pleasure has shown all the features in the advertisement but Kinetic Blaze havent shown the features which makes customers unaware about the features of Kinetic Blaze. There are different colours of Hero Honda Pleasure which are shown in the advertisement but Kinetic Blaze only shows single colour which means that there is only single colour available in Kinetic Blaze. The Tag line of Pleasure is: Why boys should always have fun. This shows that they have positioned their bike for a particular segment i.e. Women. They have targeted women for the advertisement. The Tag Line for Kinetic Blaze is: Shortcut to Fame. Kinetic Blaze fails to position their product and it is not appealing to a any particular class.

Advertising Agency:
The advertisement is been designed by Grey Advertising. Kinetic had allotted advertising budget of Rs 25 Crore. Kinetic planned to print ads in all the newspapers and participated in local events all over the India.

Reasons for the failure of Advertisement campaign:

Tag line- Shortcut to Fame: their tag line shortcut to fame is a disappointing statement it means that for fame there is a shortcut which is unrealistic. Pricing: Being a moped it was priced heavily compared to its competitors. Advertisement failed to promise bikes value for money. Advertisement displays features of bike in very unclear fashion. One doesnt pay attention to the words that actually talk about specifications of bike. In the end you only remember about the guy in this advertisement and not more about the bike and its specifications. They should have focused more on bikes specifications apart from showing it as short cut to fame. Showing bikes very unique features which were first of its kind in India during that time would have really helped them for the promotion of product and its value for money.

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STP Analysis
SegmentationSegmentation of Kinetic Blaze can be done with the following variables. 1) Geographic- It includes the geographical area where they wanted to sell the product. Blaze was introduced in Metro Cities, semi metro cities and in towns. 2) Demographic- This comprises various factors such as age group, gender, income level, education. Kinetic focused on age group of 20-35. In their advertisement a boy has acted as the owner of the Blaze which creates an impact that blaze is only for male consumers. As Blaze costs high around 55000 which can be affordable only by consumers having income of 30000 per month. 3) Psychological- This type of segmentation consist of motivation, attitude, perception etc. The Bike Lovers can be segmented under this parameter. As Blaze motivates to have fame, the people can also be segmented who want to get fame. 4) Psychographic- This deals with the life style of the consumers. The people with modern life style can go for Blaze rather than people from traditional life style. TargetingThis new model of Kinetic targeted the youngsters, college going students. In the Blaze advertisement they have shown college campus and college students which itself explains their target market. The expected age group was of 20-35. Some of their advertisements campaigns are done by female, but in the main promo a boy has acted as owner of the Blaze. Basically kinetic targeted both male and female consumers. PositioningBlaze came up with its tagline as Shortcut to Fame. They tried to associate the Blaze with fame through its motto & advertisements campaign. They position themselves as Fame which means if an individual owns a Blaze he/she will be famous. That kind of mind set they tried to create. The Blaze tried to also shift the consumers minds from a bike to a moped because of its advanced features.

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7 BOX ANALYTICAL MODEL

Target Audience Age Group between 20-35

Current Belief Heavy Moped Proposition Style Current Do They dont buy Power Comfort Desired Belief Allows Them to Get Fame

Support Design by Mr. Leopoldo Tartarini (World Renowned Italian Automobile Designer 165cc Engine, Power 11.6 bhp Specious, Telescope shock absorber

Desired Do Make Them Purchase

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Target AudienceKinetic came up with a new stylish model called Blaze. They basically targeted the youngsters. With its modern technology and stylish look they tried to cover the large market. Their targeted age group was from 20 to 35. With this offering they targeted the urban college going youth which wants to break away from the league of motorcycles without compromising on power delivery. They expected altogether a new market segment for this particular product.

Current BeliefThis means what consumer thinks about the product. It includes the first perception of consumer about particular product. In spite of having a moped with higher capacity and a modern look customer treated Blaze as a heavy motorcycle. Many of consumers didnt go for it because of its high weight.

Current DoThe result of the belief reflects on purchasing decision of the consumers, as consumers found Blaze as heavy moped to drive. Blaze commercial focused on a mala driving the blaze which created an impact on purchasing decision of female customers. They didnt go for it.

Support
Support includes the different qualities of the product which help them to propose the customers. With the help of this support the main objective of the product can be achieved. In this case Blaze had some extra qualities which were new in the market. Kinetic introduced this model with 165 cc engine, 11.6 bhp power and Italian design. With higher engine capacity, high speeds availability, strong tires, stylish look, availability of different colors product tried to attract the their target segment.

PropositionWith above support balanced moped was introduced which could facilitate facilitates style, power, comfort. Its heavy tires helped the consumer to ride the blaze on any kind of road. Its Italian design which was introduced by Mr. Leopoldo Tartarini made the Blaze stylish. This was the proposition which kinetic wanted to develop in consumers minds.

Desired BeliefThe tagline of Blaze was Shortcut to fame. Through the advertisement campaign they showed how Rohit Varma (owner of Blaze) got fame because of having Kinetic Blaze. With the help of commercial they tried to relate the fame with Blaze. They thought that people could get attracted towards the Blaze because of its association with fame.

Desired DoWith the help of their advertisement campaign they tried to make consumers buy this moped.

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RecommendationsThere are some recommendations for the improvement of their existing advertisement campaign. These can be advertising practices which they could have implemented The commercial of the Kinetic Blaze couldnt relate to its features. The promo could have shown its specifications in a different manner. Blaze was the first powerful moped with 165 cc engine capacity, Italian design, 11.6 bhp power. They should have advertised this product by a young celebrity rather than a normal guy. Celebrity endorsement could have played a better role. Blaze had 4 different colors which they didnt show in the advertisement. recommend them to include all the different colors in their advertisement. We

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Questions asked to the respondent

Following are some questions which we asked some of respondents about the Blaze advertisement. 1) Have u ever heard about the Kinetic Blaze? Yes No

Chart Title

40% 60%

No Interseting
Relevant

Yes

2) Have you seen the advertisement of Kinetic Blaze? Yes No (If No then thank the respondent and end the survey)

Chart Title

40% 60%

Interseting No

Yes Relevant

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3) How did you find the advertisement? a) Interesting b) Relevant c) Irrelevant

Interseting Relevant Irrelevant

4) Could you associate the product with the advertisement? Yes No

Yes No

5) Does advertisement help the consumer to make purchase decision? Yes No 6) Which recommendation will u give to improvise the advertisement?

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Pepsi Max

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About Pepsi
Caleb Bradham, a young pharmacist began experimenting with spices, juices and syrups. He was trying to create a refreshing new drink to serve consumers. With tried experiments and combinations he invented a drink known around the world Pepsi Cola which succeeded beyond all expectations. It was started in 1898 as Brads Drink. In 1903 he named it as Pepsi Cola and started a company in back room of his pharmacy and applied to the US patent office for trade mark. In 1963 it was name to Pepsi. Pepsi today is biggest competitor of coca cola. Pepsi has market share of 31% worldwide. Pepsi has several other brands to name a few, 7Up, Pepsi Max, mountain Dew, Quaker Oats, Gatorade and many more.

Pepsi Max
A low calorie, sugar free cola marketed by Pepsi co. as an alternative to Pepsi and Diet Pepsi. It differs from Pepsi in that it contains aspartame, potassium benzoate, acesulfame potassium, calcium disodium EDTA and panax ginseng extract while it does not contain high fructose corn syrup or sugar. It contains nearly double amount of caffeine. Pepsi Max was first launched in United Kingdom and Italy in 1993. They expanded to Ireland, France, Netherlands and Australia the same year. In 1994 Pepsi Max sold approximately in 20-25 countries.

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Segmentation1. GeographicPepsi Max is a global product. It has its presence in 20 or more countries. 2. DemographicIt comprises various factors such as gender, marital status, income, education, occupation. Pepsi Max focuses on age group 20-35 comprising of males. Education and occupation does not affect consumption of Pepsi Max. 3. PhysiologicalConsumption of beverage does not depend upon physiological factors like needs, motivation, personality, perception, learning and attitudes. 4. Psychographic- Lifestyle does not play a role in consumption of beverage. 5. Sociocultural- It is accepted by society.

TargetingThe main target for Pepsi Max is young men.

PositioningIt is positioned as no sugar, no calorie beverage.

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CompetitorPepsi Max is brought into market to compete with Coke Zero which is sugar free cola drink coca cola.

Coke zero is well marketed Coca-Colas campaign revolved around the term zero being the name of the brand, and at the same time the main attribute that characterizes the product, zero sugar Taste: The taste is the most important factor , From the research it was clear that people prefer other flavors because both of them didnt taste really good , however Coca-Co la Zero tasted a little bit better than PEPSI Max.

Initial advertisementsInitial advertisements by Pepsi Max had featured celebrities like Kim Kardasian and Snoop Dog. Celebrities in the advertisement were physically fit and advertisement conveyed the message of fitness.

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About the lonely advertisement, 2008

Pepsi Max with initial success of advertisements went on to make a new advertise in different way. In 2008, Pepsi Max came out with an advertisement of 3 pictures, which are as follows

1) A calorie tries to commit suicide by cutting of veins. 2) A calorie attempts for suicide again with different technique this time by hanging itself. 3) At the end calorie finally shoots itself to death.

Why advertisement failed?

Advertisement was created by German Ad agency named BBDO. In Germany advertise was accepted and it was considered as funny. This advertisement got a lot of criticism in UK and USA as it showed a depressed and lonely calorie had no option other than committing suicide. Suicide is not funny. Many critics said that advertisement displays if you are lonely then you should commit suicide. Also it displayed various ways of committing suicide. A person who is already depressed and lonely wouldnt take this advertisement in funny manner. Many families claimed that it reminded them of their lost family members because of the disease of depression. This was definitely not acceptable to them.

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What went wrong?

With this campaign in UK and USA, Pepsi failed to study different thinking process between two different countries. Also Pepsi Max has zero sugar and its name contains Max which is contradictory. People got confused what exactly it contained. Company meant maximum taste, no sugar but message never came across. Pepsi Max didnt consider corporate social responsibility. Being a multinational company with historic image, Pepsi was made to apologies to public via twitter. The Pepsi logo in all the three images was not clearly visible. (While conducting survey few people didnt even recognize it.)

Subliminal perceptionPepsi could have mentioned Pepsi Max on the encircled can below.

This would have conveyed the message of calorie free Pepsi Max in a proper way.

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RecommendationsWe recommend the original advertisement to be changed to the new advertisement as shown above. This advertisement clearly shows that this is a Pepsi Max advertisement. Message conveyed by this advertisement is that a family of calories is moving out of Pepsi Max can. They will have to find a new place for them. Thus it gives public a clear message that Pepsi

Max is a sugar free product. So the catch line maximum sugar, no taste proves true. It does not hamper anyones sentiments thus causing no social issues.

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7 BOX ANALYTICAL MODEL

Target Audience Age Group 18+, health conscious Current Belief Consumption of Pepsi increases calories Proposition Current Do Less consumption of Pepsi Healthy soft drink

Desired Belief Pepsi Max is calorie free

Support Sugar free thus no calories

Desired Do
Pepsi to Pepsi max.

High Engine C

hh

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Questions asked to the respondent: 1. Does this advertisement associate with the product Pepsi Max? 1. Yes 2. No

2.Do you think it provokes a Negative emotion? (i.e. a lonely figure eventually suicide) 1. 2. 3. 4. Not really It didnt matter to you Yes very much!!!! You found it Funny

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Conclusion:
This project helped us to understand about the insights of Advertising. Advertising is promotion of ideas, goods, services etc but then also many times the advertising campaign gets failed. There are many reasons behind the failure of an Ad campaign such as Wrong Positioning of the product, Failure in conveying message, Poor Advertisement& selecting wrong celebrity for endorsement & etc. We took three different ad failures and understood about their advertisement and we came up with the recommendations that how an advertisement campaign should be designed, executed and how it should convey message so that the advertisement campaign does not gets failed. We also came to know that the Ad should be very creative so that the masses can easily recollect and it should remain in their minds forever. According to us an Advertisement campaign must be Appealing, Brief, Creative and it should be reachable to the Target Audience.

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Bibliography: www.afaqs.com www.marketingpracticeblogspot.com www.kineticengineering.com www.autocarindia.com www.bsmotoring.com www.adsoftheworld.com www.youtube.com www.pepsi.co.uk www.coke.co.uk www. fabric.rswm.in www. mouthshut.com www.jyd.in

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