The study is conducted to understand the effectiveness of the audio advertising campaign conducted for Wheel soap, an HUL brand in rural Maharashtra. The campaign is innovative in terms of the media used i.e audio advertising on ST bus stands, a public hub in Maharashtra.
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Genesis Management & Market Research (P) Ltd www.gmmr.in
_______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign
1
Audio Advertisement Survey
On
New Wheel Advertisement Campaign
At MSRTC Bus Stand_Nashik CBS
Prepared for:
VRITTI SOLUTIONS LIMITED
9, Continental Park, Opp. Karve Statue,
Karve Road, Kothrud,
Pune-411038
Prepared by:
GENESIS MANAGEMENT & MARKET RESEARCH (P) LTD
7, Jay Apts., 64/3 Erandawane, Prabhat Road,
Income Tax Lane, Rege Path,
Pune-411 004
August 2010
Genesis Management & Market Research (P) Ltd www.gmmr.in
_______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign
2
TABLE OF CONTENTS
INTRODUCTION …………………………………………………………………………. 3
1. EXECUTIVE SUMMARY ……………………………………………………… 4
2. SCOPE OF WORK ………………………………………………………………… 5
3. METHODOLOGY …………………………………………………………………. 6
4. SURVEY FINDINGS ……………………………………………………………… 7-12
5. SAMPLE FORM ……………………………………………………………………. 13
Genesis Management & Market Research (P) Ltd www.gmmr.in
_______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign
The above graph represents the age group of passengers coming to the Thakkar Bazar, Nashik ST Stand. The percentage of respondents from Age Group 31 to 40 was the highest. In the survey sample was selected in such a way that it covered all the respondents from age group 20 to 50 who are involved in decision making and purchase process. The percentage of respondents to be covered was pre-determined in order to have balanced opinion across various age groups and SEC classification. Rests of the respondents were from SEC B and C category. 2. Classification of Respondents-Occupation Wise
Genesis Management & Market Research (P) Ltd www.gmmr.in
_______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign
8
Classification of Respondents-Occupationwise
Service, 12
Housewife, 88
Base: 200 Female Respondents
The highest percentage of respondents were ‘Housewives’ (88%) followed by ‘Working Women’ (12%). 3. Average Waiting Time on the S.T. Stand
36
63
1
0
10
20
30
40
50
60
70
Responses in %
Less than 30min. 30 to 45 min. 45Min. To 1Hour
Waiting T ime
Average Waiting T ime On The Bus Stand
Base: 200 Female Respondents
Average waiting time on ST Stand was 30 to 45mins. according to 63% respondents. Since the advertisement was being played at the intervals of 30 mins. (On an average), most of the audience audience was being covered during the campaign.
Genesis Management & Market Research (P) Ltd www.gmmr.in
_______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign
9
4. Awareness about Advertisement
56
12 11
4 25
10
0
10
20
30
40
50
60Responses in %
Wheel
Detergent
Ba r
V ikram
Tea
Ev erest
Cem en t
Roofing
Soy abean
Refined
Oil
Mata-
Ba lak
Sangopan
Rashtr iy a
Gram in
Aarogy a
Other s
Advertisements
Awareness About Advertisements
Base: 200 Female Respondents
Wheel advertisements were being played on ST Stand for limited period and considering this the awareness is quite good and could be improved by playing advertisements more often. Also, amongst other products awareness and recall of wheel ad is high as respondent get to listen this ad though various other media's also mostly through TV but it is not same with other products like Vikram Tea, Soyabin Refined Oil etc. So, impact of Wheel ad is more on people and its get reflected in their opinions.
5. Message Recall
79
6
6
9
0 20 40 60 80
Responses in %
Wheel Deter gen t Bar
V ikram Tea
Ev erest Cem ent
Roofing
Other s
Advertisements
Message Recall
Base: 200 Female Respondents
Genesis Management & Market Research (P) Ltd www.gmmr.in
_______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign
10
79% respondents recalled Wheel advertisement which is quite high recall value. Impact of wheel ad is high on people as they get exposure to this ad through various other media channel also. 6. Favorite Message
79
5 61 1
5 3
0
1 0
20
30
40
5 0
60
7 0
80
Responses in %
Wheel
Detergen t
Bar
V ikr am
Tea
Ev er est
Cem ent
Roofing
Soy abean
Refined
Oil
Mata -
Ba lak
Sangopan
Rash tr iy a
Gram in
Aarogy a
Others
Advertisements
Favorite Advertisement
Base: 200 Female Respondents
The Wheel advertisement which is most recalled was also observed to be the most favorite advertisement among female respondents. 7. Awareness about Soap Advertisements (Unaided Response)
34
16
14
27
9
0 5 10 1 5 2
0
25 3
0
35
Responses in %
Wheel
Nirma
Santoor
Lux
Others
Soaps
Awareness About Soap Advertisements
(Unaided Response)
Base: 200 Female Respondents
Genesis Management & Market Research (P) Ltd www.gmmr.in
_______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign
11
When respondents asked about soap advertisements they were aware about Wheel was the top of mind reaction followed by Lux soap advertisement. 34% respondents were aware of Wheel advertisement. Except Wheel Advertisement other soap advertisements were not being played on S.T.Stand. 8. Awareness about Soap Advertisements (Aided Response)
23
55
22
0
10
20
30
40
50
60
Responses in %
Lux Wheel Nirma
Soaps
Awareness About Soap Advertisements( Aided Response)
Base: 200 Female Respondents
The respondents who were not able to give any answers to unaided question, soap advertisement options like Wheel, Lux and Nirma were being given to them and amongst theses soap advertisements awareness about Wheel Ad was highest. 9. Soap Advertisement Message Recall
16
53
22
9
0
10
20
30
40
50
60
Responses in %
Lux Wheel Nirma No response
Soaps
Soap Advertisement Message Recall
Base: 200 Female Respondents
Genesis Management & Market Research (P) Ltd www.gmmr.in
_______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign
12
Wheel advertisement was observed to be the most remembered soap advertisement as compared to Nirma and Lux. 9% respondents were not able to recall the message of any advertisement. 10. Use of New Wheel (In Future)
87
13
0 0
0
10
20
30
40
50
60
70
80
90
Responses in %
Tru sted and
Used Ear lier
Listened/
Watched
Adv er t isem ent
Liked
Adv er t isem ent
Can t Say
Reasons
Reasons: Like To Use New Wheel, In Future
Base: 200 Female Respondents
87% female respondent answered that they would like to use New Wheel soap in future because it is a trusted brand which they have used earlier. On basis of this New Wheel can target housewives group.
Genesis Management & Market Research (P) Ltd www.gmmr.in
_______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign