Advertisement Analysis by Dhiraj Lalwani ( Roll no 53 )

Advertisement Analysis 1

Flipkart.com Commercial - Three Generations

AD USP:

• Breaking Mental Barriers of online shopping
• “Buy from Me” to “Buy Online” attitude
• If life’s critical decisions such as choosing a life partner can be taken  by viewing a photograph, then why not shop by just seeing the picture?
• Focus on building consumer trust
• Transforming mindset from Delivery of Letters to Delivery of Products at your doorstep.

SEGMENTATION:

• Middle class families
• Working class who is unable to find time for shopping
• House Wives 
• Senior Citizens for whom mobility is a problem

TARGET MARKET:

• Customers looking for simple and easy way of shopping
• All generations demanding better service.

POSITIONING:

• Ease of use
• Accessibility
• Quality products
• Efficient Product Shipping and Handling
• On-time delivery
• Cash on Delivery.

THE X FACTOR:

• Innovative representation of all three generations
• Cuteness and Honesty of kids
• Kids having a mature adult conversation
• Real Life Reaction of Indian family when “shopping online” is mentioned
• Building Emotional Connect
• Theme based Engagement Strategy
• Creating feel-good factor by use of humor.
• “Shopping ka naya Address”- Catchy Tagline portraying Flipkart’s aspiration.

FLIPKART- The online Mega Store

• The picture at the end communicates that all products ranging from essential goods to luxury products are available on flipkart.

Shortcomings: 

• Missing signature tune

Advertisement Analysis 2

New Shangri-La TV Ad

Generally, Businessmen treat their customers as ‘king’. But, Shangri-La Hotels and Resorts differ here. 

They treat their customers as ‘Family’ and care about them. This formed the basis of their campaign which shows a film of a traveler lost in a snowy landscape who is rescued by wolves. 

The target audience is travelers who look for hospitality and comfort in a new place. The new Shangri-La TV ad expresses the group's distinctive philosophy of hospitality. The innovative ad campaign relentlessly drives home the Business’s value proposition “To Embrace a Stranger as one’s own, it’s in our Nature.”

It is an example of Reminder Advertising where it tries to maintain customer relationships. The advertisement has a perfect message about Hospitality and the advertising media used is Television which has larger reach, frequency and impact. The creative concept brings the advertising message to life in a distinctive and memorable way. The advertising appeal tells how their service is better than the competing brands. The ad execution style creates a Fantasy around the use of their service. The ad uses memorable and attention-getting words in the end.

Also, the advertisement is structured perfectly. It keeps the viewer engaged and curious to know what will happen to the traveler as his struggle in the snowy mountains increases. It doesn’t describe the facilities in their hotel, but focuses on the important factor of ‘Trust’ of the customer. Even if a hotel has all the facilities but the hospitality and service is poor, the stay at the hotel is a bad experience.