Advertising Strategies in Sri Lankan Market

FMCG Product acetaminophen Advertisement Most of acetaminophen ads be actually consistent with vane Identity . This ad in any case automobileries the sign in assureability salubrious. When we analysis this advertizement, it is a reinforcement advertisement mend educating nodes how to give the harvest-feast. Panadol is mass merchandise but various advertising drivings run to attract individually segment such as spunk tell customers, upper class customers, children, elders and both(prenominal) sickness and general cross off building advertisements. Each campaign is non badly affected on the other segment .If we comp be this advertisement with Three wheeler driver and the self-employed yield advertisement we faeces understand the difference easily. except all campaigns carry the dent identity sanitary(p). This advertisement was cigaretteed upper shopping center and upper level customers who are disciplined enough to decide their over-the-counter(a ) drugs without getting doctors recommendation. Non educated mother never do it without asking doctor. smear is more prominent throughout the advertisement. Brand set is overly well establish in this advertisement. Panadol is trust analgesic for many years in Sri Lanka and people believe it is best event for small sickness.This advertisement also show the trustiness of happy mother with terzetto children Consumer perspicacity Consumer sharpness of this acetaminophen advertisement is that the mother is a family sees slightly her children well than any other person and mothers feel for is non compare with anybody else. Our mother knows how much we eat, how much we drink, what we consider, what we equivalent and dislike and children are so bonded with mother than father. Mothers primary election responsibility to care all her children. She is the family member who decide what and how much for each person.This insight is true in majority of Sri Lankan families. Even elde r children are depend on their mother. close totime, even father is depending on mothers opinion for this compound bag of situation. Advertising Idea Panadol wanted to character this insight and educate customer to use Panadol as OTC drug for their children without doctors prescription. just now due to it is drug, they should use the perfect dosage. Therefore , the person who gives medicine for children should be well aware about this. And Mother is the perfect person for this. However, she should happen the age and pack of child to decide the dosage.With panadol box images advertisement well explain the dosage and benefits of the intersection point.. relevancy to Brand and the Consumer It is relevance to brand and consumer both. By educating target customers how to use it as OTC drug, they can get the brand targets . it is the perfect way to use the panadol for children. We know for sure, for elders, dickens panadol is enough. except for children, the ml dosage is varyi ng with the age and weight. Some mothers just do it as doctor prescribe only. But if you know the age and weight we can do it ourselves. This advertisement carry this content to consumer.Every mother knows the age of her children and weight with immunization record book. Further weight measurement for toddler and kids are primary responsibility of mothers. Therefore it is uncontrollable to convince the message and consumer or parents are more confidence about what they give to her child. Use of Symbols and Colors Panadol is a mass intersection point and their advertising campaigns are targeted for each segment. This advertisement was for middle, upper level customers , peculiarly educated mothers to reinforce the brand. They are more forward to take get decision. The mother of the advertisement shows the target market well.Environment of the advertisement school childrens pissing bottle, and the house environment shows the target market precisely. Orange, red and mixed yel confu se has utilise to keep the brand constancy of brand colors. And blue, pinkish and green used to spicylight the children for water bottles. Kitchen, and rack of medicine also indicate the middle and upper level consumers Product and brand is well established in the advertisement. Mother ( model ) is giving high trouble to bottle of Panadol and box of panadol is highly emphasizing with the brand. That inwardness brand and the product is the hero of the advertisement.Consumer Learning and Involvement It is a cognitive breeding for consumers. They ache to understand how to use the product. Before give panadol for little children ( specially infants and kids) mother or parents should know about take aim dosage for their child. With the growth of child, dosage is changing. The chart of the box of Panadol well explain it and advertisement also try to get attention to that by high lighting three age limits with different dosage. This product is dispirited intimacy product. Custome r do not use up or interrogation extensively before buying panadol. It is OTC drug more connatural to FMCG products.However this advertisement is not fully turned on(p) ad to create activated perception of customers.. It is educating customer to think before use Panadol for children by showing how to use panadol for different age. Customer insight is used to bring the emotional feeling with showing mothers day today biography extend to caring her children. Suggestions to Improve Overall this Panadol advertisement is well be boastd enough to educate target customers to use the correct dosage for children and it is mx of rational and emotional advertisement. However there are some improvements can be suggested as well.The model they use for mother is not precious matching to target audience. If a mother has three children, she should be 30 plus ( average). And this model is too young for the real mother position. They constitute not use three children there. But use three wa ter bottles and some cartoon dolls to explain about three children. They could use three children from different age limit with situation where they can use Panadol before going to doctor consultation. Such as small adjoin in temperature etc. Durable Product Singer Washing railroad car Buying a Washing Machine is a high involvement decision and Singer has d adept it is other way around.By using customer insight, they have convert this high involvement rational decision to low involvement and more convenience product similar to FMCG product as a gift giving with a surprise to married woman. This advertisement is hike the middle level consumers to buy a washing machine with favourable fee option. Consumer Insight In Asian culture including Sri Lanka , middle class house wives are more indirect demanders. They never asking what they need from hubby but to expect husband to understand all her ask and touch. House wife do all the home work and husband take the responsibility for earning and spending too.Sometimes Spending entrust do together. But due to wife is not earning, she is more towards to other way. However, every women hump to have many electronic items at her home even though it is necessary or not. If we smelling at middle income level houses, ladies are more towards collecting those invariable items. Advertising Idea This advertisement has used this insight of women and the culture to incite men to think about their wives and fulfill their needs to have better family life. Advertisement shows the difficulty of women reflection at home which is not always visible to husbands due to they are apart from home day time.But wife do great job with caring the come. However, middle income level people do not have the affordability for a washing machine. That is the main reason that wife also not demanding such expensive item, even though she love to have one. Advertisement bid the solution by declareing flabby payment option. Relevance to Bran d and the Consumer Signer is not a premium brand but offer permanent products. Therefore depending only on high income earners will not enough and all companies and brands who are in the industry is expending the target market with different approaches.Easy payment option is the best method to encourage this segment. It clearly explained the relevance of product and brand showing the requirement of the product for costume moping. From the point of customer also, it is highly relevant. We all need to clean our clothes and when the number of family members is increasing, this is a major task of house wifes everyday life. Use of Symbols and Colors This advertisement try to use symbols and colors to convey the message well keeping the brand identity too. To evidence the middle income level family they have use the urban forthwith house. The seriousness of washing and leaning is showing with extended family, wife, husband, one child and grand father too. House wife is well demonstra te, she is cleaning clothes alone and preparing meals and serving to family members. All others are waiting on eat table. Color usage of the advertisement is not very much effective. Blue, sensationalistic and red used for clothes, but it is not consisted with the Singer Brand. To demonstrate the consumer insight, they have used the grandfather to create the credibility of the insight ( Ganu Kawada da hitha Kiwwe) Brand and the product is well established. The need of product is highly emphasizing.Showing the actual product and the brand, advertisement try to get the attention from viewers for the brand and product Consumer Learning and Involvement This area is debatable in this advertisement. Normally durable products are high involvement decision making and consumer acquisition also high. It should be cognitive learning of how to use, benefits, features etc. However , this advertisement is created ground on totally consumer insight give ear above arose the emotional feeling o f consumers to think about house wife. Cognitive learning on this advertisement is to think about, how women think and their expectations.It is persuade to buy the product with flourishing payment system Suggestions to Improve As explained above , even though this is durable product, it has gone as low involvement product and use the consumer insight of surprising wife with gift giving. It is no argue, this insight is great to limit consumers. However, due to this is not a product which is just use and remove, it should be selected carefully. That message is not deliver through this advertisement. If it can explain the features of benefits, it will be more benefits for their buying decisions. It just say about easy payment method, but customer has to research about it.In that case it is high involvement decision. Further , they should use color in theme to distinguish the brand from other competitor brands. Because easy payment method is not a unique method for them, it is common to all other competitors too. They could use some nice song or music to remind the brand. returns Advertisement Janashakthi Full Option Janashakthi full Option advertising campaign is encouraging customers to use the full option indemnity which bundle some additional go. This campaign is integrated marketing communication campaign and crunch advertisement is one medium which is extending from TV commercials.They have taken one last part of the TV commercial and emphasis the services they offer. Consumer Insight This entire campaign has built base on some unhoped-for difficulties in real life such as days without having periodic income is more difficult, unexpected happing at special movement is really gluey our lives etc. Advertising Idea This entire advertising campaign based on this insight, when we have difficulties and missing something, our lives are not complete and we are not comfortable as well. Unexpected situations in life may not be avoided.We should have backup plans to make it easy when we face such a situation and insurance is one way to do it. Janashakthi full option offers some benefits to make customers life easy and great. Relevance to Brand and the Consumer Getting customer attention is very important for Brand and the product, motor insurance is highly competitive and need to keep consumers shed light on of awareness is really value. This advertisement is reminding target customers having Full Option form _or_ system of government will make their life easy and great. Consumer also understand the need of insurance policy other than legal requirement. Happiness due to easy life is matter for everyone.Use of Symbols and Colors Usage of symbols to demonstrate the idea is great. They have taken the car rental driver went for wedding hire which is really important. Typical driverhas taken and insurance agents friendly service is well demonstrate with gentleman having hands on drivers shoulders. Wedding car demonstrate the importance o f the service. Color usage is really good by associating brand colors which is Yellow and Black. Logo and brand name is well establish, brand is hero not the models on ad. Services are well noted and contact number given for more instruction gathering. Consumer learning and involvementConsumer learning is just to get the concern of facing bit untune situations and having the service remove their fears with happy face. Getting a motor insurance policy is little high involvement decision and they need to look at the core benefits and additional benefits they gain before take the policy. However, advertisement is not rational cognitive learning encouragement. It is feel advertisement with emotion and rational combination. Suggestions to Improve Due to Press advertisement, they could give more information to rate the service. Press is not like TV commercials creating great emotional feeling.Press is great to educate customers. When we look at this press advertisements, they just men tion the services they offer and no much information given. Customer learning is less and if they need, they have to call and get the information. It is better to list the services with some good information to encourage customer to think and evaluate the service. Further this explain only one situation to make the fear on target customers, however, by using graphics , they could create different situations where we face difficult in real life. Combination of TV commercials. If they want to make only emotional appeal. It is the best way.