1. IMPACT OF ADVERTISING ON BUILDING A BRAND- A CASE IN POINT –ADVERTISING RESEARCH FOR RASNA UTSAV (REAL CASE STUDY)

2. OUR FOCUS Theme communication for Rasna.

4. THE MEASURE AND METHODOLOGY Noticeability Intrusive interest post forced exposure in a relevant clutter. Effectiveness Involvement integrated Motivation. Measured using the Ad Eval communication testing methodology. Research methodology Face-to-face interviews using a structured questionnaire administered at a central location. Diagnostic inputs Content, message recall and points and impressions gathered.

5. STUDY DESIGN At home Invitation to in-hall Eligibility ascertainment In-hall Involvement – Motivation measurement for the ad Forced exposure to Rasna ad Noticeability measurement Exposure to Rasna ad in a relevant clutter The Rasna ad and the clutter was exposed to B&W TV viewers in B&W. And, colour TV viewers in colour.

6. STUDY SPECIFICS Target group Housewives from SEC A/B/C/D households aged between 20 to 45 years. Who have bought a preparation category brand at least once a month, this season. Centres Delhi, Pune, Chennai Sample size 315 spread equally across the three centres. Fieldwork timing June 2003

7. SALIENT FINDINGS

10. RESPONSE TO OUR TVC

11. NOTICEABILITY

14. INTRUSIVE INTEREST : CHENNAI Ads Found Interesting (Mentioned Spontaneously) Rank 1 Any Rank Rasna Arun Ice Cream Lux Mirinda Mortein Anchor White Whisper Ayush Soap Voltas Vertis Preethi Mixer Base : All respondents - 109 Rasna is the dominant leader. In fact, interest in the Rasna ad is universal. %

15. OVERALL NOTICEABILITY OF RASNA AD Base : All respondents –Delhi - 101 , Pune – 105, Chennai - 109 Everyone recalls the ad from the clutter. And, most find it interesting – more so in Chennai. All coding rank 1 in Q1a Any rank 1 in Q1a Rasna coded in 1a or b Rasna coded in 1a or b or c Rasna coded in 1a or b or c or d

16. OVERALL NOTICEABILITY : BY SEGMENTS DELHI Interest in the ad is higher among those above 30 years. No other differences seen across segments. SEC Age segments Those who have a child in 2-12 years vs others @ @ Small base @

17. OVERALL NOTICEABILITY : BY SEGMENTS PUNE SEC Age segments @ @ @ Small base Interest is a little lower in the lower SEC . And, a little higher among those who have a young child. Those who have a child in 2-12 years vs others

18. OVERALL NOTICEABILITY : BY SEGMENTS CHENNAI Interest is a little higher among those who have a young child. SEC Age segments @ @ Small base Those who have a child in 2-12 years vs others

19. BRAND NAME REGISTRATION Most recall the brand as Rasna. 4 1 13 Rasna Utsav 109 105 101 Base : All respondents 89 95 81 Rasna Chennai Pune Delhi Recall brand as… %

21. EFFECTIVENESS OF THE TVC

23. MOTIVATION POWER The advertising has very high motivation power. 109 105 101 Base : All respondents 6 6 3 By-pass 3 4 1 Recall Only 1 3 2 Involved Only 91 88 94 Involved & Motivated Chennai Pune Delhi The Ad Eval scale %

24. MOTIVATION POWER : BY SEGMENTS Delhi Pune Chennai All – 94% All – 88% All – 91% % @ @ @ @ Motivation power is high across segments. @ Small base @ Others Have a child 2-12 years 31- 45 years 20 – 30 years SEC C/D SEC B SEC A

25. TO LOOK AT NEXT What Is the Communication Received That Has Resulted in High Motivation Power?

27. FROM WHERE HAVE THEY RECEIVED THESE MESSEGES

44. RELEVANT IMPLICATIONS

49. APPENDIX 1

50. THE HOUSEHOLD Base : All respondents : Delhi – 101, Pune – 105, Chennai - 109 7403 4875 5034 Average (in Rs) SEC Monthly family income