3. Analysis of advertisement:
o Message/ theme: The advertisement portrays Valvoline Premium Blue (15W-40)
diesel engine oil.
1. Starts off with the reliability quotient of the product in terms of 1.7 billion
hours of global off-highway testing.
2. Connects between the dependency of a genset as a power back up and
the lube oil used inside its diesel engine.
3. Stamps its authority as a global player.
4. With the aid of a pie-chart, it compares different grades of oil like Premium
Blue (Cl-4), Premium Blue (CH-4), CF-4, CF and CG-4 with parameters
which relate to engine wear and tear.
5. Lists diesel engine specifications (Global DHD-1, MAN3275/ 271, Caterpillar
ECF-1 etc) which are met using the engine oil. These specifications are the
performance benchmarks for engines which are accepted globally. These
specifications also standardise the use of the oils in any engines across
the globe. Hence the acceptability of the product enhances to a wide range
of customers.
o Target market addressed: The target market for this advertisement is the Genset
users. India being a power deficient state with a deficit estimated to be at 11.9%,
the demand offsetting the supply. The erratic supplies of power have lead to
increased usage of Gensets for dependable and uninterrupted power supply.
Residential users, small businesses, SME‟s and service industries like banks
depend upon continuous supply of electricity to prevent hiccups in routine
operations. The dependence on the generators assumes significance as the
serviceability of the equipment is dependent upon the Annual Maintenance
Contracts (AMC) which involves cost. Also as installation of generators is capital
intensive, the focus on service is even more significant. The lubricating oil used in
the diesel engine plays a major role in minimising engine damage. In the above
mentioned advertisement Valvoline-Cummins projects itself as a recommended
brand by the leading manufacturers of Generators.
o B2B / B2C advertisement: As visualised in the advertisement, the advertisement
caters to the requirements of offices and factories where large Generators (250/
500/ 1000 KVA and higher) are used. Hence clearly the advertisement caters to
the B2B segment. The advertisement also provides the corporate office address in
the footer for the B2B enquiries as against retail shop locations as done in B2C
markets.
4. o Visual impact: The advertisement projects the work place as brightly illuminated to
promote the concept of lighting and the need for power. This portrayal is to impact
the mind of the customer by positioning its product based on a basic human need
for illumination. Through the advertisement the advertiser is sending a clear
message that its product range is capable of servicing large generators needed in
a warehouse as well as small generators required in laboratories and offices.
Evolution of Valvoline-Cummins advertisement over a period of time:
1.
Basic engine protection and endurance
Association with luxury/ fancy cars
Target market: car owners
5. 2.
Engine protection
Engine power
Bright packaging
Additive “Chemaloy”
World‟s first and finest concepts
Target market: audiences in a motor show
6. 3.
Long engine life
Customer family tree to signify growth in customer base
Portraying Valvoline oils as a part of the car basics
1000 CLIMA plus emphasizes on the endurance of the engine oil
at 1000 degree Celsius engine temperatures
Target market: trusted/ loyal customers (family of customers),
drivers who drive the long mile
7. 4.
Relates the product with car racing
Compares the engine sound with sweetness to emphasize on
the protection ability of the product
Associates driving with the thrill associated with it
Leverages the brand identity for 140 years at 140 countries
Displays partner logo: Cummins India Ltd
Target market: car race enthusiasts
8. 5.
Introduction of Brand ambassadors in Ricky Pointing
Emphasizes on performance
New catch line: EVERYTHING ELSE IS JUST OIL
Concept of an autographed advertisement displaying an
autographed oil can
Displays partner logo: Cummins India Ltd
Target market: 2-wheeler riders
9. Identification of Brand elements:
Logo: In India, Valvoline logo (V) has undergone change after a JV
between Ashland Inc., USA and Cummins Sales & Services (India) Ltd, a
wholly owned subsidiary of Cummins India Ltd. Now it is one of the India‟s
fastest growing lubricant marketers and producer of quality branded
automotive/industrial products. This has resulted into addition of the
Cummins logo (C) with the Valvoline logo in the recent print
advertisements.
Colour: Over the years, Valvoline logo bears the same colour mix (red and
blue).
Every print advertisement showcases a can of Valvoline Engine Oil.
The print advertisements always showcase the target equipment for the oil
(car, bike and generators).
The evolution of the Valvoline logo over the years;
10. Using web as a tool:
Social websites: www.facebook.com/valvoline and
www.twitter.com/valvoline
Social media campaigns like change your oil through networking websites
have been initiated to educate the youth about the need for oil changes,
forming user groups, expert advices through threads and expert chats.
Display of the entire product range on corporate website
www.valvoline.com
To promote oil changes; Valvoline Cummins has started a community
website www.vioc.com (Valvoline Instant Oil Change) in the USA. This
focuses on the concept of one-stop complete car solutions for car owners
with warranty miles.
11. Conclusion:
Valvoline engine oil‟s advertisements have evolved over from being focussed on
car engine oil to a much wider application based focus catering the B2B market
with product specific offerings.
The advertisement epitomises a sense of trust in the customer owing to its global
image and long history.
The advertisements have always maintained their basic structure; advertisements
have lately incorporated detailed technical information as compared to early days
when it portrayed only endurance and trust.
The introduction of brand ambassador in Ricky Pointing has given the
advertisement a face to be associated with, a branding element.
Different product offerings in B2B and B2C markets require different positioning of
brand elements in advertisements as is evident from the study.
The company‟s approach towards providing service to its customers has also
undergone a holistic shift with it offering total car care solutions to its customers.
It is thus concluded that the advertisements need to update with the latest
technology, the shift of focus from a print based format to the online editions
epitomises the power of the web as a medium.
13. Chesapeake Pronounced (chees-uh-peek)
Founded: 1989
Headquarters: Oklahoma City, USA
Domain: Petroleum - Natural Gas
Chesapeake President and CEO: Aubrey K.McClendon
Ad Publication: Platts Insight – McGraw-Hill (dec 2010)
PART I (ANALYSIS)
a) Message
Headline is compelling and sends a strong message wherein
Chesapeake is publicized as shouldering the responsibility and meeting
the challenges of providing energy to the entire “World”. May be
interpreted as the company‟s ambition in transforming itself into a
global player.
Bold proclamation of “SUSTAINABLE” shows that the company is a
believer of meeting the future energy requirement via sustainable
sources. May be interpreted as giving a social twist to the
environmental risk in shale gas extraction.
Further the advertisement emphasizes that the world is moving towards
a common goal “Energy Sustainability in the 21st century”. By stating
the task is enormous, a million dollar question rises at this point in the
advertisement. How will the world meet its future energy requirements?
The key answer to the fundamental question is “Natural Gas” from
Chesapeake, the 2nd largest producer in USA of clean natural gas. The
underlying intent is to educate the reader about the natural gas as less
polluting and abundant.
The advertisement visualizes Chesapeake‟s quest for clean energy
represented in three elements; the clear blue sky, the derrick & flag
with the Chesapeake logo. In the context of the advertisement the clear
blue sky is synonymous with clean energy and the derrick symbolizes
the ongoing quest for energy.
b) Target market addressed
Target market is extremely broad and covers Future Investors, Existing
shareholders, public in general, peer community, policy makers,
partners, customers, etc
14. Target market is both localized and globalized in the context of
geographical boundaries.
Chesapeake has recently sold its assets to two major companies BHP
Billiton (Feb 2011) and China‟s CNOOC (Jan 2011). The value of both
deals combined was more than 6 USD billion.
c) Whether corporate or product based advertising
As stated, it is corporate based advertising. The primary focus of the
advertisement is on the company itself as an image building exercise,
with attention being drawn to the product i.e. natural gas
Advertising outline has been developed with the intent of enhancing the
reputation of Chesapeake in the eyes of its peer community especially
if the company is on the verge of going global.
The advertisement builds a positive image in the eyes of the public by
informing and educating the public about their mission, values and
what they think of the energy issues facing the world.
d) Other noteworthy aspects
Corporate Social networking
Connecting with customers through social networking sites like Facebook,
youtube and Twitter helps you keep in touch with customers on a
personal level. Customers are instantly updated on the various facets
of Chesapeake.
Stock ticker symbol
NYSE: CHK shows that Chesapeake is a publicly traded company, in case
the target group is looking to invest.
PART II (ANALYSIS OF ARCHIVED PRINT AD)
The archived Dec 2009 advertisement in comparison to the latest ad shows
changes to the following:
Headlines “a cleaner energy future is something we all champion”.
Here „we‟ means the American public who will benefit from a cleaner
energy future. On the contrary, in the latest advertisement, focus was
the whole world.
Theme is the same as earlier
The target market is narrow here, while it was broad in the latest
advertisement.
Fortune 100 best company to work for was awarded in this year.
15. PART III (BRAND ELEMENT ANALYSIS)
In order for your brand to be effective, it must be visible, and consumers should be able to
recognize it wherever they see it, they hear about it or think about it. It should stand out in a
crowd and always create the same look and feel.
Latest Slogan: “America’s Champion of Natural Gas”
Chesapeake is fighting for a cause advocating the usage of natural gas as a clean burning
fuel and with that reducing America’s dependency on crude oil
Old Slogan: “Natural gas Natural Advantages”
Both natural gas and Chesapeake have natural advantage over other fuels and other
companies
16. Latest Logo: The color green signifies the clean and environment friendly gas.
Addition of the font „ENERGY‟ ensures there is no confusion in the identity of
the company and its association with the energy industry. Chesapeake also
happens to be the name of a city, bay and another small brand.
Old Logo:
PART IV (BRAND BUILDING ON WEB)
the second-largest producer of natural gas, a Top 20 producer of oil and
natural gas liquids and the most active driller of new wells in the U.S.
Fueling America‟s future: Natural Gas
Fortune 100 best companies to work (4th yr in a row)
In every community where Chesapeake operates, it is committed to building
partnerships in education, community development, social services and health
19. Analysis of advertisement:
Message/ theme: ONGC is trying to associate itself with young India (youths).ONGC is
the company which fulfil the dream of young generation.
Starts off with the reliability
Success Story
Starts with the success story of company, trying to tell the kind of volume it is
generating. One million barrel per day.
Telling about its contribution towards nation.80% percent of India’s Oil & Gas
Talking about there global presence around the globe. Almost 16 countries in the
world.
Talking about the value of the company. It is most valuable public sector
company.
Talking about its market position. Claming to be the No. 1 Exploration and
Production Company of the world.
Corporate Social Responsibility
Showing great social value
Supporting needy girls in Himjoty School in Dehradun.
Establishing a computer centre with Bhartiya Vidya Bhawan school.
Scholarship for SC ST unprivileged student.
Medical care for students near work centres.
“Ladli Prayas” Volunteerism of ONGC employees against female foeticide. Again it
has a great social value.
Environment Consciousness
Launched a campaign in calibration with TERI to take care of future environmental
issues with Akshay Kumar as brand ambassador.
Bamboo planting at gulf of Khambat and greening southern region of Delhi.
Marching ahead for carbon neutrality.
Target market address:
The target market is general public of India. They are trying to address the mass.
Basically the younger generation of India.
They are trying to attract the invertors by showing there No. 1 position across the
world.
They are trying to attract other companies by talking about there great corporate
social responsibility.
They are trying to grab attention of policy makers by their green initiative.
Whether corporate or product based advertisement:
It is a corporate advertisement. As stated in the visual “No. 1 Exploration and
Production Company in the world” they are focusing on their image building.
They are trying to show their strong presence in the world.”40 Projects in 16
countries”.
20. They are trying to let the others know about their value.”Most valuable public
sector enterprise”
They have also talked about their corporate social responsibility.
They have talked about their environment consciousness and green initiatives.
Visual Impact
They have shown national flag of India with company’s flag, trying to send a
message in public about patriotism of company. They are trying to associate
ONGC growth with country’s growth.
Evaluation over a period of time
21. Message/ theme: ONGC is trying to showcase its strong presence around the world. It is
talking about its rank and company’s strength. They are trying to portrait them self as
security provider of India in energy domain.They
Subsidiary
OVL (ONGC Videsh Limited).It is also engaged in transportation and export of oil
and gas and construction activities.
ONGC Nile Ganga BV is a wholly owned subsidiary of OVL and has equity in
producing oil field in Sudan.
Mangalore Refinery & Petrochemicals Ltd (MRPL), a mini-ratna I subsidiary of
ONGC
Overseas Joint Ventures
OMEL (ONGC Mittal Energy Limited) is an emerging oil and natural gas company
involved in the exploration, development, production
OMESL(ONGC Mittal Energy Services Ltd ), set up for trading and shipping of
hydrocarbons
Domestic Joint Ventures
OTPC (ONGC Tripura Power Company) is a Public Sector Organisation that offers
services in Govt/Defence/Embassies with Annual Total Turnover of 10-100 Crs.
PETRONET LNG LIMITED is a company formed by the government of India to
import liquefied natural gas (LNG) and set up LNG Terminals in the country.
Pawan Hans Helicopters Limited is a Govt. of India Undertaking with Ministry of
Civil aviation.
Recognitions
FORTUNE 500
The Forbes Global
Superbrand
Whether corporate or product based advertisement: ONGC has shown its Overseas joint
ventures and Domestic Joint ventures what sends a strong message to corporate.
It is a corporate advertisement. As stated in the visual “No. 1 Exploration and
Production Company” they are focusing on their image building.
They are trying to show their ranking given by Platts which has listed top 250
global energy companies.
Value
They are associating the company image (pride) with its employee as shown in
visual, (34000 ONGCians share recognitions with ultimate owner) .they are
giving credit of their success to its employees.
They are also trying to associate themselves with energy security of India.
Brand Element
Punch Line “Fuelling the dream of young India”(helping young generation of
India to meet the energy security)
Punch Line “Making tomorrow brighter”(helping its employees to enrich their
future)
Logo The main Vasudhara symbol (the name of the first well on Ankleshwar field,
given by Pandit Jawaharlal Nehru on May 14, 1960) Vasudhara -flow of wealth),
which is vibrant, full of life and active all the time. In the existing logo, the
22. "Vasudhara" symbol was blocked with a semi-circle on the top, thus restricting
the flow.
This restriction has been removed so that the flow lines are open representing
flow of wealth and bounty. Also the aim is to transform the new symbol portrayed
in reverse in earthen red colour as an identity of the company without the aid of
any words or letter.
After completing 50 years the ONGC logo started reflecting the message in logo
itself.
New logo is having one additional part stating a punch line also,” making
tomorrow brighter “what states about ONGC contribution towards energy
security.
Platts Logo ONGC is also showing plats logo which states that ONGC is top 250
companies.
Jingle used for its identity. It is ONGC song.
23. Brand Ambassador Pankaj Advani, World billiard and snooker champion. which is
associated with the position of the company
Brand building on web
ONGC ranks 3rd Oil & Gas Exploration & Production (E&P) Company in the world
and 23rd among leading global energy majors as per Platts 250 Global Energy
Companies List for the year 2009
ONGC ranks 24th among the Global publicly-listed Energy companies as per ‘PFC
Energy 50” (Jan 2008)
Finance Asia 100 list ranks ONGC no 1 among Indian Blue Chips.
Occupies 155th rank in “Forbes Global 2000” list 2010 of the world’s biggest
companies for 2010 based on sales, profits, assets and market capitalisation.
ONGC ranked 402nd position as per Fortune Global 500 - 2009 list;, based on
revenues, profits, assets and shareholder’s equity.