GM BTS Presentation for – Assessing the reach of adverts and diagnosing the performance of the adverts within proven re-callers Prepared for: Mint Prepared.

GM BTS

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

February 2010

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:

Brand Reach Likeability Credibility

Research Methodology

Centers & Sample Sizes Face to face interviews were conducted in:

Delhi 257

Mumbai 250

Bangalore 252

Total Sample size covered was 759

Target Respondents CWE and Housewives/ working women

Age of 18–40 years

SEC A & B

C&S Households

Detailed Diagnostics

Advertisement - Awareness & brand recall

Brand Awareness (%)

Brand Recall (%)

Colgate Sensitive 59 75

Apollo Munich Health Insurance 27 65

Ariel OxyBlu 66 75

Bajaj Discover DTS-i 54 74

Bank of India 18 63

Horlicks 51 78

Bharti Axa Life Insurance / Bright Star Plus Fund 50 56

Britannia Nutri Choice 15 59

Brooke Bond Red Label 62 55

Livon Silky PotionLivon Silky Potion 39 32

Cadbury Dairy Milk Silk 28 58

Reliance Big TV 41 97

Maruti Suzuki Concept A -Star 36 85

Coca Cola - Fridge pack 32 94

Base 258

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




Brand Awareness (%)

Brand Recall (%)

Colgate Strong Teeth 87 99

Amul Chocolate Milk 31 0


Bharti Axa Life Insurance / Bright Star Plus Fund 64 35

Idea / National 85 99

Kellogg's Corn Flakes 65 69

Sunfeast Marie Light 61 78

Lifebuoy Total 69 87


Brooke Bond Taaza 60 1

Times of India - Aman Ki Asha 51 43

Maruti Eeco 60 62

Coca Cola - Fridge Pack 67 81

Mirinda Orange 79 91

Base 255




Brand Awareness (%)

Brand Recall (%)

Naukri.com 50 46

Nirma Powder 85 99

Parle-G 64 88

Parachute Therapy 27 75Chevrolet Beat 48 82Cadbury Bournville Fine Dark Chocolate 27 91


Standard Chartered Corporate- Mumbai Marathon 2010 7 0

Kellogg's Corn Flakes 65 97

Times of India - Aman Ki Asha 49 53


Vicks Cough Drop / Bigger 41 88

Vodafone Mobile Service 80 95

Base 246

Brand Likeability (%)

Enjoyed (%)

Believe (%)

Claimed (%)

Colgate Sensitive 56 49 48 45

Apollo Munich Health Insurance 24 19 20 16

Ariel OxyBlu 63 58 52 45

Bajaj Discover DTS-i 49 46 42 42

Bank of India 17 15 16 12

Horlicks 48 46 43 41

Bharti Axa Life Insurance / Bright Star Plus Fund 47 42 41 40

Britannia Nutri Choice 12 10 7 7

Brooke Bond Red Label 61 55 53 52

Livon Silky PotionLivon Silky Potion 39 34 27 29

Cadbury Dairy Milk Silk 28 22 23 18

Reliance Big TV 39 33 30 26

Maruti Suzuki Concept A -Star 36 30 26 24

Coca Cola - Fridge pack 30 25 22 24

Advertisement - Likeability – Believe - 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







Enjoyed (%)

Believe (%)

Claimed (%)

Colgate Strong Teeth 86 86 82 71

Amul Chocolate Milk 30 29 28 28


Bharti Axa Life Insurance / Bright Star Plus Fund 62 61 58 55

Idea / National 84 84 80 72

Kellogg's Corn Flakes 65 65 62 56

Sunfeast Marie Light 61 57 52 42

Lifebuoy Total 67 65 60 55


Brooke Bond Taaza 60 59 59 50

Times of India - Aman Ki Asha 50 48 47 43

Maruti Eeco 60 60 55 48

Coca Cola - Fridge Pack 67 65 63 56

Mirinda Orange 78 78 73 68







Enjoyed (%)

Believe (%)

Claimed (%)

Naukri.com 50 50 41 39

Nirma Powder 85 83 75 70

Parle-G 64 63 55 51

Parachute Therapy 27 27 22 20

Chevrolet Beat 48 48 42 39

Cadbury Bournville Fine Dark Chocolate 27 27 21 21


Standard Chartered Corporate- Mumbai Marathon 2010 7 7 5 4

Kellogg's Corn Flakes 65 65 63 58

Times of India - Aman Ki Asha 49 49 48 46


Vicks Cough Drop / Bigger 41 41 35 34

Vodafone Mobile Service 80 80 77 74

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

Marketers Objective of Breaking the Clutter – Reach Index

Top Ads

Brand Awareness (%) (A) Brand Recall (%) (B) Reach Index of the advert ((AxB)/100)

1 Colgate Strong Teeth 87 99 862 Idea / National 85 99 843 Nirma Powder 85 99 844 Vodafone Mobile Service / National 80 95 765 Reliance Big TV 75 98 746 Mirinda Orange 79 91 727 Kellogg's Corn Flakes 65 97 638 Lifebuoy Total 69 87 609 Parle-G 64 88 56

10 Coca Cola / Coke / Fridge Pack / 67 81 5411 Ariel OxyBlu 66 75 5012 Reliance Big TV 75 65 4913 Sunfeast Marie Light 61 78 4814 Kellogg's Corn Flakes 65 69 45

Contd…

Top Ads

Brand Awareness

(%) (A)

Brand Recall

(%) (B)

Reach Index of the advert ((AxB)/100)

15 Colgate Sensitive 59 75 4416 Bajaj Discover DTS-i / DTS-Si 54 74 4017 Horlicks 51 78 4018 Reliance Big TV 41 97 4019 Chevrolet Beat / Beat LT 48 82 3920 Maruti Eeco 60 62 3721 Vicks Cough Drop / Bigger / Jumbo 41 88 3622 Brooke Bond Red Label 62 55 3423 Maruti Suzuki Concept A -Star / A-Star 36 85 3124 Coca Cola / Coke / Fridge pack 32 94 30

25 Livon Silky PotionLivon Silky Potion 41 69 28

26 Bharti Axa Life Insurance / Bright Star Plus Fund 50 56 28

27 Times of India / Aman Ki Asha 49 53 26

28 Cadbury Bournville Fine Dark Chocolate 27 91 25

Contd…Top Ads

Brand Awareness

(%) (A)

Brand Recall

(%) (B)

Reach Index of the advert ((AxB)/100)

29 naukri.com 50 46 2330 Bharti Axa Life Insurance / Bright Star Plus Fund 64 35 2231 Times of India / Aman Ki Asha 51 43 2232 Parachute Therapie 27 75 2033 Apollo Munich Health Insurance 27 65 1834 Cadbury Dairy Milk Silk 28 58 1635 Livon Silky PotionLivon Silky Potion 39 32 1236 Livon Silky PotionLivon Silky Potion 44 26 1137 Bank of India 18 63 1138 Britannia Nutri Choice 15 59 939 Brooke Bond Taaza 60 1 140 Amul Chocolate Milk / MilkChocolate 31 0 041 Standard Chartered Corporate 7 0 0

Softer Issues of the Adverts –Adverts of Surf Excel, Adani, Rin, Lakme, Airtel & Ariel being liked the most

* Average of Likeability,Enjoyment,Believe and Claimed

BrandLikeability

(%)Enjoyed

(%)Believe

(%)Claimed

(%) *Ad

diagnostics

Colgate Strong Teeth 86 86 82 71 81Idea / National 84 84 80 72 80Nirma Powder 85 83 75 70 78Vodafone Mobile Service / National 80 80 77 74 78Mirinda Orange 78 78 73 68 74Reliance Big TV 75 74 67 63 70Reliance Big TV 75 74 61 54 66Coca Cola / Coke / Fridge Pack / 67 65 63 56 63Kellogg's Corn Flakes 65 65 63 58 63Kellogg's Corn Flakes 65 65 62 56 62Lifebuoy Total 67 65 60 55 62Bharti Axa Life Insurance / Bright Star Plus Fund 62 61 58 55 59Parle-G 64 63 55 51 58Brooke Bond Taaza 60 59 59 50 57

Contd…



Enjoyed (%)

Believe (%)

Claimed (%)

*Ad diagnostics

Maruti Eeco 60 60 55 48 56Brooke Bond Red Label 61 55 53 52 55Ariel OxyBlu 63 58 52 45 55Sunfeast Marie Light 61 57 52 42 53Colgate Sensitive 56 49 48 45 50Times of India / Aman Ki Asha 49 49 48 46 48Times of India / Aman Ki Asha 50 48 47 43 47naukri.com 50 50 41 39 45Bajaj Discover DTS-i / DTS-Si 49 46 42 42 45Horlicks 48 46 43 41 45Chevrolet Beat / Beat LT 48 48 42 39 44Bharti Axa Life Insurance / Bright Star Plus Fund 47 42 41 40 43Livon Silky PotionLivon Silky Potion 44 44 42 39 42Livon Silky PotionLivon Silky Potion 41 41 38 36 39

Contd…


BrandLikeability

(%)Enjoyed

(%)Believe

(%)Claimed

(%) *Ad

diagnostics

Vicks Cough Drop / Bigger / Jumbo 41 41 35 34 38Livon Silky PotionLivon Silky Potion 39 34 27 29 32Reliance Big TV 39 33 30 26 32Maruti Suzuki Concept A -Star / A-Star 36 30 26 24 29Amul Chocolate Milk / MilkChocolate 30 29 28 28 29Coca Cola / Coke / Fridge pack 30 25 22 24 25Parachute Therapie 27 27 22 20 24Cadbury Bournville Fine Dark Chocolate 27 27 21 21 24Cadbury Dairy Milk Silk 28 22 23 18 23Apollo Munich Health Insurance 24 19 20 16 20Bank of India 17 15 16 12 15Britannia Nutri Choice 12 10 7 7 9Standard Chartered Corporate 7 7 5 4 6

Therefore the Overall Rating for the Top ads are as follows:

Top Ads

BrandAwareness

(%) (A)

Brand Recall

(%) (B)Reach Index of the advert ((AxB)/100)

*Ad diagnostics

1 Colgate Strong Teeth 87 99 86 81

2 Idea / National 85 99 84 80

3 Nirma Powder 85 99 84 78

4 Vodafone Mobile Service / National 80 95 76 78

5 Reliance Big TV 75 98 74 70

6 Mirinda Orange 79 91 72 74

7 Kellogg's Corn Flakes 65 97 63 63

8 Lifebuoy Total 69 87 60 62

9 Parle-G 64 88 56 58

10 Coca Cola / Coke / Fridge Pack / 67 81 54 63

11 Ariel OxyBlu 66 75 50 55

12 Reliance Big TV 75 65 49 66

13 Sunfeast Marie Light 61 78 48 53

14 Kellogg's Corn Flakes 65 69 45 62


Contd…

Top Ads

Brand Awareness

(%) (A)

Brand Recall

(%) (B)

Reach Index ((AxB)/100)

*Ad diagnostics

15 Colgate Sensitive 59 75 44 5016 Bajaj Discover DTS-i / DTS-Si 54 74 40 4517 Horlicks 51 78 40 4518 Reliance Big TV 41 97 40 3219 Chevrolet Beat / Beat LT 48 82 39 4420 Maruti Eeco 60 62 37 5621 Vicks Cough Drop / Bigger / Jumbo 41 88 36 3822 Brooke Bond Red Label 62 55 34 5523 Maruti Suzuki Concept A -Star / A-Star 36 85 31 2924 Coca Cola / Coke / Fridge pack 32 94 30 25

25 Livon Silky PotionLivon Silky Potion 41 69 28 39

26 Bharti Axa Life Insurance / Bright Star Plus Fund 50 56 28 43

27 Times of India / Aman Ki Asha 49 53 26 48

28 Cadbury Bournville Fine Dark Chocolate 27 91 25 24


Contd…

Top Ads

BrandAwareness

(%) (A)

Brand Recall

(%) (B)Reach Index ((AxB)/100)

*Ad diagnostics

29 naukri.com 50 46 23 4530 Bharti Axa Life Insurance / Bright Star Plus Fund 64 35 22 5931 Times of India / Aman Ki Asha 51 43 22 4732 Parachute Therapie 27 75 20 2433 Apollo Munich Health Insurance 27 65 18 2034 Cadbury Dairy Milk Silk 28 58 16 2335 Livon Silky PotionLivon Silky Potion 39 32 12 3236 Livon Silky PotionLivon Silky Potion 44 26 11 4237 Bank of India 18 63 11 1538 Britannia Nutri Choice 15 59 9 939 Brooke Bond Taaza 60 1 1 5740 Amul Chocolate Milk / MilkChocolate 31 0 0 2941 Standard Chartered Corporate 7 0 0 6


GM BTS

Our curiosity is all yours.

Thank you.

GM BTS Presentation for – Assessing the reach of adverts and diagnosing the performance of the adverts within proven re-callers Prepared for: Mint Prepared.

Documents

advertisement awareness

advertisement believable

brand recall slide

likeability mq

claimed message

proven recall of adverts

different perceptions

b cs households slide