Advertising Strategies in Sri Lankan Market

FMCG Product Panadol ad Most of Panadol publicizings argon re unblemishedlyy consistent with cross out Identity . This ad excessively carries the speck identity puff up. When we analysis this advertisement, it is a reinforcement advertisement while educating clients how to work the mathematical product. Panadol is mass product but distinct publicize campaigns flirt to attract each segment much(prenominal) as shopping mall class customers, speed class customers, children, elders and around sickness and general dishonor twist advertisements. Each campaign is non badly affected on the other segment .If we compargon this advertisement with Three wheeler driver and the free-lance(a) incur advertisement we can understand the difference well up. But all campaigns carry the Brand identity well. This advertisement was targeted upper spunk and upper level customers who are better plentiful to decide their OTC drugs without acquiring doctors recommendation. Non edu cated spawn never do it without communicate doctor. Brand is to a biger extent prominent throughout the advertisement. Brand positioning is also well establish in this advertisement. Panadol is trust painkiller for galore(postnominal) years in Sri Lanka and people believe it is best consequence for slender sickness.This advertisement also show the trustiness of happy mother with trio children Consumer Insight Consumer shrewdness of this acetaminophen advertisement is that the mother is a family knows almost her children well than any other person and mothers care is not compare with anybody else. Our mother knows how much we eat, how much we drink, what we need, what we like and abhor and children are so bonded with mother than father. Mothers primary debt instrument to care all her children. She is the family member who decide what and how much for each person.This cleverness is true in majority of Sri Lankan families. Even elder children are numerate on their mother . Sometime, even father is depending on mothers opinion for this kind of situation. publicise Idea Panadol wanted to use this insight and educate customer to use Panadol as OTC drug for their children without doctors prescription. But collectible to it is drug, they should use the perfect dos hop on. Therefore , the person who snuff its medicine for children should be well aware about this. And Mother is the perfect person for this. However, she should follow the term and weight of child to decide the window pane.With panadol box images advertisement well explicate the dosage and benefits of the product.. Relevance to Brand and the Consumer It is relevance to fool and consumer both. By educating target customers how to use it as OTC drug, they can achieve the put up targets . it is the perfect way to use the panadol for children. We know for sure, for elders, two panadol is passable. But for children, the ml dosage is varying with the age and weight. Some mothers in effect (p) do it as doctor prescribe only. But if you know the age and weight we can do it ourselves. This advertisement carry this subject to consumer.Every mother knows the age of her children and weight with immunization record book. still weight amount for toddler and kids are primary responsibility of mothers. Therefore it is difficult to induce the message and consumer or parents are more confidence about what they give to her child. Use of Symbols and chromas Panadol is a mass product and their advertising campaigns are targeted for each segment. This advertisement was for middle, upper level customers , specially educated mothers to reinforce the stigma. They are more forward to ingest own termination. The mother of the advertisement shows the target foodstuff well.Environment of the advertisement school childrens piddle bottleful, and the syndicate environment shows the target market precisely. Orange, chromatic and mixed chickenhearted has utilize to keep the grade constancy of brand colourize. And blue, pink and one thousand used to amplylight the children for water bottles. Kitchen, and rack of medicine also guide the middle and upper level consumers Product and brand is well found in the advertisement. Mother ( model ) is giving high attention to bottle of Panadol and box of panadol is highly emphasizing with the brand. That means brand and the product is the hero of the advertisement.Consumer learnedness and Involvement It is a cognitive encyclopedism for consumers. They cast to understand how to use the product. Before give panadol for little(a) children ( specially infants and kids) mother or parents should know about exact 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 low date product. Customer do not need or research extensively in the first place buying panadol. It is OTC drug more similar to FMCG products.However this advertisement is not waxy emotional ad to create emotional quality of customers.. It is educating customer to imagine before use Panadol for children by display how to use panadol for different age. Customer insight is used to demand the emotional feeling with showing mothers day today sustenance break down to caring her children. Suggestions to Improve Overall this Panadol advertisement is good enough to educate target customers to use the correct dosage for children and it is mx of sane and emotional advertisement. However there are more or less(prenominal) improvements can be suggested as well.The model they use for mother is not preciously coordinated to target audience. If a mother has three children, she should be 30 sum ( average). And this model is too young for the real mother position. They pee not use three children there. But use three water bottles and rough cartoon d olls 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 increase in temperature etcetera Durable Product Singer Washing Machine buying a Washing Machine is a high affaire decision and Singer has done it is other way around.By using customer insight, they have convert this high link apt decision to low involvement and more convenience product similar to FMCG product as a gift giving with a surprise to wife. This advertisement is encourage the middle level consumers to buy a swear out machine with easy defrayment option. Consumer Insight In Asian culture including Sri Lanka , middle class house wives are more indirect demanders. They never asking what they need from save but to expect husband to understand all her involve and fulfill. sign wife do all the situation work and husband take the responsibility for earning and spending too.Sometimes Spe nding testament do together. But imputable to wife is not earning, she is more towards to other way. However, every women love to have many electronic items at her berth even though it is demand or not. If we look at middle income level houses, ladies are more towards collecting those long-wearing items. Advertising Idea This advertisement has used this insight of women and the culture to encourage men to prize about their wives and fulfill their needs to have better family life. Advertisement shows the difficulty of women facet at home which is not always visible to husbands delinquent to they are away 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 high-ticket(prenominal) item, even though she love to have one. Advertisement offer the solution by offering easy remuneration option. Relevance to Brand and the Consu mer signer is not a premium brand but offer durable 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 all the way explained the relevance of product and brand showing the requirement of the product for garments cleaning. From the point of customer also, it is highly relevant. We all need to clean our costume 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 lay out the middle income level family they have use the urban flat house. The distressfulness of washing and leaning is showing with extended family, wife, husband, one child and deoxyguanosine monophosphate father too. House wife is w ell portray, she is cleaning clothes alone(predicate) and preparing meals and serving to family members. All others are waiting on dining table. Color usage of the advertisement is not very much effective. Blue, yellow 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 larn also high. It should be cognitive learning of how to use, benefits, features etc. However , this advertisement is created based on totally consumer insight mention above arose the emotional feeling of 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 easy payment constitution Suggestions to Improve As explained above , even though this is durable product, it has bygone as low involvement product and use the consumer insight of move wife with gift giving. It is no argue, this insight is great to influence 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 commo n to all other competitors too. They could use some nice song or music to remind the brand. Service Advertisement Janashakthi Full Option Janashakthi full Option advertising campaign is further customers to use the full option indemnification which bundle some spare benefits. This campaign is integrated marketing communication campaign and Press advertisement is one medium which is extending from TV commercials.They have interpreted one drop dead part of the TV commercial and emphasis the service they offer. Consumer Insight This entire campaign has built based on some unexpected difficulties in real life such as days without having daily income is more difficult, unexpected happing at special movement is really embarrassing 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 shou ld have backup plans to nock 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, labour insurance is highly competitive and need to keep consumers top of sentiency is really value. This advertisement is reminding target customers having Full Option policy 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. common driverhas taken and insurance agents friendly service is well demonstrate with world having hands on drivers shoulders. Wedding car demonstrate the importance of 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 famous and contact number given for more information gathering. Consumer learning and involvementConsumer learning is just to get the fear of facing bit embarrassing 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 mensurate 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 mention the serv ices 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.