05.09.16 (Week 2)
Jessica Ngu Wei King, (0323639)Advertising Principles & Practice (BGCD)
Project 1
Lecture: Advertising and Marketing
During Monday's lecture, Mr Vinod introduced the basic definition of 'marketing'. He explained different definition of marketing from different resources. We also learnt the four elements of marketing (4P's). After the lecture, we had some discussions on our 10 sketches. We were asked to give comment to each other so that we can improve our sketches. After that we were given two forum questions to answer. On Tuesday, we discussed our forum questions on the topic 'how does marketing function in a Communist System', then we have some class activities which we were asked too find an advertisement, and analyze it. Before the class ends, we also had an activity on doing designing a flyer for a Japanese Language class. It was a fun activity.
Outcome from the lectures:
I understood that:-
- The definition of marketing
- The 4P's of marketing
- The differences between marketing and advertising
- Marketing is about developing a demand for a product and fulfilling the customer's needs
- Advertising is about convincing the customer to choose your product among others
- Advertising is a job to find out what people are looking for
- If you sell your product the same way with others, it is not gonna work
- An effective ads is to make people smile in their mind or laughs like hell (That will help to retain for a longer time)
- Marketing is not just concerned about selling, it's also about strategize
- Mr. Vinods definition of marketing: Its about desire (wants), there's nothing to do with 'needs'
Instructions
The Brief
Insight. (PlaySafe Condoms)
Duration of Assignment
4 Weeks (Briefing on Week 2)
Description
The student has the task of researching and analysing the brand/product: Playsafe Condoms for the purpose of developing “insight” that would eventually be used to develop creative and effective advertising message.
The brand: Playsafe Condoms
The product: Air Ultra Thin (See figure 1.)
SMP/USP: Extremely thin condom for extra sensitivity Target Audience: Gen Y.
Figure 1. Playsafe: Air Ultra Thin, 10, 2 & 1 pieces of condom packaging.
Students will need to gain “insight” into; the brand & product using SWOT analysis; the target audience using market segmentation; and the competition by identifying their USP/SMPs and through the analysis of their respective advertising.
There are two types of research approaches that you will use inadvertently: 1) Primary research and 2) Secondary research. Primary research entails you physically handling the product or visiting the manufacturing plant or talking to a sales person or visiting the retail outlets (Point of Purchase/POP), etc. Secondary research entails data gathering from, websites, magazines, journals, health magazines, etc. You will approach this by looking into the 3 areas mentioned below:
1. Brand & Product insight
To do the above you will need view the links below:
Insight. (PlaySafe Condoms)
Duration of Assignment
4 Weeks (Briefing on Week 2)
Description
The student has the task of researching and analysing the brand/product: Playsafe Condoms for the purpose of developing “insight” that would eventually be used to develop creative and effective advertising message.
The brand: Playsafe Condoms
The product: Air Ultra Thin (See figure 1.)
SMP/USP: Extremely thin condom for extra sensitivity Target Audience: Gen Y.
Figure 1. Playsafe: Air Ultra Thin, 10, 2 & 1 pieces of condom packaging.
Students will need to gain “insight” into; the brand & product using SWOT analysis; the target audience using market segmentation; and the competition by identifying their USP/SMPs and through the analysis of their respective advertising.
There are two types of research approaches that you will use inadvertently: 1) Primary research and 2) Secondary research. Primary research entails you physically handling the product or visiting the manufacturing plant or talking to a sales person or visiting the retail outlets (Point of Purchase/POP), etc. Secondary research entails data gathering from, websites, magazines, journals, health magazines, etc. You will approach this by looking into the 3 areas mentioned below:
1. Brand & Product insight
To do the above you will need view the links below:
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What is SWOT analysis?
http://articles.bplans.com/how-to-perform-swot-analysis/
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What does the end result of a SWOT analysis look like?
http://www.mbaskool.com/brandguide/fmcg/2372-durex.html
- P.O.P.: Buy the product, visit the retail outlets where the product is sold (7/11, Pharmacies, etc.), Speak to the sales persons, Contact/visit Takaso office in J.B., speak to the marketing representative (narrow the scope to advertising and marketing material for Malaysia only).
2. Target Audience insight
3. Competitors (Malaysia Only)
The student must document the above research and analysis in their eportfolio and A3 hardcopy portfolio. The results of the research must be collated, analysed and presented in a PowerPoint presentation. This will be uploaded to your eportfolio and printed as thumbnail slides 4 per-page for your A3 clear sheet hardcopy portfolio.
Submission
1. To develop students ability to gain and utilise insight for effective advertising
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Segmentation for Gen Y: Behaviouristic, Geographic, Demographic & Psychographic
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Who are they? What do they look like? What motivates them? What are their beliefs?
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Empathy: What they say? What they do? What they feel? What they think?
Its good to know what people always do (Behaviour), that’s knowledge. But its even more important to know why they do the things they do (Motivation), that’s insight. If you know their motivation you can predict their actions, that’s foresight. If you can predict their actions you can take advantage of the outcome, that’s power.
Always try to seek and understand the, bigger picture and the deeper motives.
Resource:
http://www.netmba.com/marketing/market/segmentation/ http://study.com/academy/lesson/generation-y-definition-characteristics-personality-traits.html http://www.generationy.com/about-generation-y-in-the-workforce/characteristics/ https://www.youtube.com/watch?v=JEDXSZBeYQ8
3. Competitors (Malaysia Only)
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Who are the competitors? (SWOT analysis)
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How and where do they advertise?
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What is advertising strategy? (USP/SMP)
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What do their Ads look like?
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What is the difference in the product?
- Where is it sold?
The student must document the above research and analysis in their eportfolio and A3 hardcopy portfolio. The results of the research must be collated, analysed and presented in a PowerPoint presentation. This will be uploaded to your eportfolio and printed as thumbnail slides 4 per-page for your A3 clear sheet hardcopy portfolio.
Submission
- All gathered information (printouts, websites, images, charts, etc.) documented chronologically in the A3 Clear Sheet folder. The works must be labelled and dated.
- All gathered information (screen grabs, websites, images, charts, etc.) documented
- chronologically in the eportfolio for every week, for the duration of the project.
- Powerpoint presentation of final analysis: Brand/Product, Target Audience and
- Competitor. Printed as a handout, 4 slides per page.
1. To develop students ability to gain and utilise insight for effective advertising
Deadline
Week 6 (3 oct 2016)
In Class Activities: Decoding an Ad and an Ad Campaign
What is the product/service being sold/ advertised?
Week 6 (3 oct 2016)
In Class Activities: Decoding an Ad and an Ad Campaign
In this activity, we were split into groups of two. We were required to find an ads and decode it (identifying the proposition, creative idea, the strategy and elements used). For my group, we decoded Ricola's advertisement.
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| Ricola sore throat candy Ad |
Ricola throat candy
What is the proposition?
___
What is the creative idea in the advertisement?
The ad uses twisted headline to create a sense of humor. The line 'You (cough) look good' instead of 'You look good' simply means that you need to have the throat candy in order to make sure that good news really sounds like good news.
What is the strategy underpinning the Ad?
It created a sense of humor in the ad so that every time when the consumer look at this candy in the supermarket, the ad will automatically comes into their mind and might consider to purchase it.
What are the different individual elements in the idea?
The ad consists of:-
- The product
- The logo of product
- Headline
- Tagline
After that, we had this activity which is to design a flyer for a Japanese language class. The whole class has discussion and come out with this mind map together.
10 Sketches (Week 2)
Research
Primary research
Everyone in our class decided to chip in money to buy a pack of play safe air ultra thin condom online as there we couldn't found it in the store here. One of our classmates ordered it online from condom003.com, and each of us paid Rm3.2 for it. We also got a free condom of the other brand which allows us to compare between 'play safe' and the '520' brand condom. There were 10 condoms in a pack, so we split it among ourselves and used the spare ones to explore it together.
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| http://www.condom003.com |
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| Front view of play safe air ultra thin packaging |
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| Side View |
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| Back View |
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| Opening the packaging |
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| Instructions on how to use the condom |
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| Some important notes for the users |
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| This is how the condom looks like before unrolling it |
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| Playsafe condom vs 520 brand (free gift) |
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| Comparing the two condoms |
Comparing playsafe with other brands:
- The thinness of both condoms are almost the same
- Playsafe is shorter compare to the other brand
- Playsafe is not as oily as the 520 brand
- Playsafe is shorter compare to the other brand
- Playsafe is not as oily as the 520 brand
I also went to few stores to check out their competitors. Here are some photos I took while doing research in the stores out there.
Watsons
Guardian
Watsons
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| The first store I went into was Watsons in Sunway Pyramid |
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| There are a few brands sold here |
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| They also sell playsafe products, but there is no Air Ultra Thin product |
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| Different selections of condoms sold in Guardian |
Wellness Pharmacy
Caring Pharmacy
From what I have researched in those stores, I found out that there isn't many stores that sell play safe condoms (one out of four stores). On the other hand, almost every store out there has Durex, Okamoto and One brand sold in their store. However, there are still some variations of brand which includes playboy and care. I asked some of my friends about their choice of condoms, and most of them prefer using Durex (mainly, because it is famous for its brand). I also asked their considerations while choosing condoms (eg,thinness, sensitivity, safety and etc). Most of my friends used condoms just for safety.
Secondary research
After reading the SWOT Analysis for Durex, I attempt to create one for playsafe company (Takaso) too.
Playsafe Condom SWOT Analysis
Company: Takaso Resources Berhad
Category: Personal Care Brands (Health)
Sector: Fast-moving consumer goods (FMCG)
Target group: Gen-Y
Strengths:
Opportunities:
Threats:
Competitors:
General
Specific
Please ensure the link to the brief for exercises is also placed with project 1. I'm glad that you documents the in-class exercises and the mind-map demo. Your work on primary and secondary research is good, I think you were a little too brief in your explanations after the research, would a little more explanations allow for more insights? Interesting idea sketch; turn you on, I wonder if it is an Idea with legs. We will discuss more about the sketches in the discussion session. Good suggestion of a solution in your findings for your reflection.
Reflection
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| Condom brands sold in wellness pharmacy |
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| Condom selection in Caring Pharmacy |
Bens Independent Grocer, Publika
From what I have researched in those stores, I found out that there isn't many stores that sell play safe condoms (one out of four stores). On the other hand, almost every store out there has Durex, Okamoto and One brand sold in their store. However, there are still some variations of brand which includes playboy and care. I asked some of my friends about their choice of condoms, and most of them prefer using Durex (mainly, because it is famous for its brand). I also asked their considerations while choosing condoms (eg,thinness, sensitivity, safety and etc). Most of my friends used condoms just for safety.
Secondary research
After reading the SWOT Analysis for Durex, I attempt to create one for playsafe company (Takaso) too.
Playsafe Condom SWOT Analysis
Company: Takaso Resources Berhad
Category: Personal Care Brands (Health)
Sector: Fast-moving consumer goods (FMCG)
Target group: Gen-Y
Strengths:
- Won a few awards: Malaysia good design by Malaysia design council, Excellent brand award by Lembaga Geta Malaysia (LGM), 2007, Watsons health & beauty awards in China
- A lot of variations and types to choose from
- Cheaper than a lot of other brands (economical)
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| Awards won |
- Not easy to purchase from physical stores
- Doesn't really do advertising and marketing on their product
Opportunities:
- Play safe actually has a lot of opportunity on building their brand image (focus more on advertising)
- Cheaper condoms allow them to have more customer
Threats:
- Limited consumers choosing their products oner other brands
- Other brands have better brand image than their company, hence more consumers choosing others product
- Government restrictions on advertising
Competitors:
- Durex
- Okamoto
- One
- Care
- Playboy
General
Specific
Please ensure the link to the brief for exercises is also placed with project 1. I'm glad that you documents the in-class exercises and the mind-map demo. Your work on primary and secondary research is good, I think you were a little too brief in your explanations after the research, would a little more explanations allow for more insights? Interesting idea sketch; turn you on, I wonder if it is an Idea with legs. We will discuss more about the sketches in the discussion session. Good suggestion of a solution in your findings for your reflection.
Reflection
Experience
This week's lecture is quite fun for me as we get to work in groups during activities (I personally like group activities more). Also, it is quite interesting that we share our sketches in class together. I think that it is a good way to improve myself as my classmates were giving me opinions and comments. On the other hand, my friend and I went to the stores out there to take pictures of the condom. It was kinda awkward when the workers there were looking at us strangely, even though it was a fun experience. I got a lot of informations there.
This week's lecture is quite fun for me as we get to work in groups during activities (I personally like group activities more). Also, it is quite interesting that we share our sketches in class together. I think that it is a good way to improve myself as my classmates were giving me opinions and comments. On the other hand, my friend and I went to the stores out there to take pictures of the condom. It was kinda awkward when the workers there were looking at us strangely, even though it was a fun experience. I got a lot of informations there.
Observations
I noticed that doing research and e-portfolio has become easier for me compare to last week. However, I still find it interesting that how my classmates come up with some interesting and fun ideas, it somehow motivates me. I also noticed that my sketches and ideas were quite boring and inappropriate compare to my classmates. I realized that Im still not able to come up with ideas easily, it seems like it has become more difficult for me this week. I was quite afraid of it.
I noticed that doing research and e-portfolio has become easier for me compare to last week. However, I still find it interesting that how my classmates come up with some interesting and fun ideas, it somehow motivates me. I also noticed that my sketches and ideas were quite boring and inappropriate compare to my classmates. I realized that Im still not able to come up with ideas easily, it seems like it has become more difficult for me this week. I was quite afraid of it.
Findings
Although I am afraid of it, but I will still try to have fun while coming out with ideas for sketches. Whenever I'm stuck, I will go out and have some fun or have a break and then continue my work. I find it quite helpful too.
Although I am afraid of it, but I will still try to have fun while coming out with ideas for sketches. Whenever I'm stuck, I will go out and have some fun or have a break and then continue my work. I find it quite helpful too.
Book of the week
This week's book is 151 Quick Ideas for Advertising on a Shoestring, Jean Joachim
I think this book is quite easy to read and understand because it uses simple words and telling the points in short paragraphs. I have not finish the book yet, but I'll summarize what I have learnt from the book in point forms:
- Define your Unique Selling Proposition (USP). USP defines who a company is and what its products and services are.
- Sometimes a USP can be just in two words, such as 'Unlimited credit'.
- Your USP is who you are, don't hide it.
- Big ideas means big businesses. A big idea is a concept that gets across your USP in a memorable way (with few words or great visuals).
- The bigger your ideas, the greater your advance against the competition.
- Use strong selling words for success, such as, free, new, limited time and you.
- Any offer that stated 'Limited time' will make more sales because the consumers will want to buy it before its too late. But mean it when you use it.
- It has been proven the using the word 'you' in ads will produce more sales.
- When you own the business, always strive to sell the best products and services, make the best offers, and have the best customer service. Be proud of what you do.
- Small space ad units make a difference. Small-space print ads come in a variety of sizes. If the creativity is well executes, a small ad can command more attention than a large one.
References
History & Overview | O&C Resources Berhad (440503-K). (2016). Takaso.com.my. Retrieved 9 September 2016, from http://takaso.com.my/v2/?page_id=97
Link to Project 1
Link to Project 1
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