Advertisement Analysis Kanika Handa(Roll No- 73)

Advertisement 1

Loreal Elvive Renutrition Ad Analysis 

Target segment – The product is targeted towards the more upscale segment of population and at high end of the mass market. It focuses on the women with age 25-50.

4P’s Product -   Loreal’s Renutrition product line comprises shampoos and conditioners which nourishes dry hair and replenishes damged ones.

Price – Prices of hair care product is higher than market average as it targets high end customers.

Place – It target urban areas tier-1and tier-2 cities.

Promotion – For promotion Loreal uses various channels like tv, print and professional salons.

Loreal uses various techniques in its advertisements to advance its claims.  
1. Scientific Evidence In this Loreal advertisement, it is said that the shampoo is enriched with royal jelly which nourishes hair. It is also said that shampoo has caring conditioner which nourishes dry hair. It is claimed that these additional ingredients makes the hair silky and bouncy. This lends credibility to the ad in the mind of customer. 

     2.  Market Research

It is also claimed in the ad that 90% of women agree that their dry hair were replenished after the use of shampoo. This again substantiate the claim made in the ad.

     3. Visual Effects

Different camera shots are used to create an impact on the viewer. Many close-up shots are used to illustrate the effect that product has on the hair. Extreme close-up shots for the hair are used to show the scientific part of the ad, it tells us all about the product and how it can be used to improve hair in many ways.

A mid shot is used as a key shot to show the range of different products available which will improve hair  This is the moment when audience actually see different products, how they look like so when they go out to purchase it, they instantly know what they are looking for.

6   4. Words Combination

A voice-over is coupled with animation is used which convey the details of the product and it’s effects. At the end of the ad Penelope Cruze says the iconic catchphrase ‘because we are worth it’ which creates lasting impact. Words like ‘shiny’ and ‘bouncy’ are used which conveys a visual message. 


 
Advertisement 2

Tata Dicor : Reclaim Your Life Advertisement

Existing Product  Framework
4 P's 
Product -  A SUV which is more of a luxury rather than a necessity or utility. The 2.2-litre Safari DiCOR has an increased power output of 143 PS than previous models.
Price – Price range of 8-13 lakhs makes it to target higher income group.
Place – Metropolitan cities  and tier 2 cities
Promotion – Currently it has been promoted through a TV ad as a niche product for higher income group.

Ad Description

• The 53 seconds Ad used serene locations with a focus to remind the audience of their good past.
• The soft music  ’‘Life goes by , Can you feel it pass by’’ complements the idea of taking a break from daily routine.
• The independence of the man is being emphasized since he is travelling alone.

Impact of Ad

• This innovative and creative Ad completely succeeds in connecting with target customer who has achieved a lot so far and who wants to live his/her life out of routine.
• Glamour quotient has been toned down by showing natural locations in order to focus on peace of mind aspect.
• It symbolically shows that a vehicle can be used as a tool to escape drudgery of daily life.
• The subtle display shows that the target audience are the age group beyond youngsters.

Areas of improvement

• As the product comes only at the end of the ad for few seconds, no doubt it heightens the curiosity of the viewer but shows lack of clarity for the viewer.
• The entire focus is on symbolism rather than communicating the quantitative product features like price range, mileage or top speed.
• The Ad has zero impact if seen partly from the products perspective.
• For first time viewers the idea is not that clear.
• The Ad should have included some visuals about the person actually driving the car to these places.
• More quantitative figures should have been used like top speed and power.
• Use of known personality would have added some more value.

Comparison with Competitors

• Mahindra XUV, Xylo, Innova, Scorpio are the competitors for the SUV market of Tata Décor.
• The vehicle has not been shown in ad from all perspective/profiles unlike its competitors –Scorpio, Mahindra,
• USP of vehicle which is Power and is higher than its competitors is not been highlighted at all.
• Facts and figures are not been highlighted unlike others

—Mahindra XUV, Xylo, Innova, Scorpio are tThe Ad should have included some visuals about th