narasimha bharadwaj

8/8/2019 Narasimha Bharadwaj

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Advertisement Analysis

Gillette Vector plus (Razor)

The product chosen by me to analyze its advertisement in order to find the concepts of consumer

behavior used in the advertisement and the demography to which the product is being targeted.

The advertisement of Gillette vector plus1 features a young guy who is about to participate in an

reality show and it is almost his turn when the lady who compeers calls his name and comes

inside, by looking his unshaved face expresses that it is impossible for him to win the contest and

this young man immediately takes out the vector plus and shaves smoothly and jumps on to the

stage where the commentary runs as vector plus can make a zero into a hero

.

This advertisement covers the following aspects

Concern and time management

Confident Attitude

Covey the message at the end

Specification of the product

1 http://www.youtube.com/watch?v=XTfIMiSI3hI

http://www.youtube.com/watch?v=XTfIMiSI3hI

http://www.youtube.com/watch?v=XTfIMiSI3hI



Product quality assurance

Consumer Behavior concepts

Social Needs (Maslow’s need hierarchy): This product belongs to the social needs, if

we compare it with the Maslow’s model of hierarchy where the target audience are male

and especially youth where the tendency of using this product is almost a group

acceptance and who want to showcase that they use this brand of Gillette.

Self concept: The ad targets the youth who have the casual and confident attitude and

they feel themselves in that particular advertisement.

Hedonic Consumption2: Even though the product serves the purpose of shave, but this is

something to do more with level of satisfaction, emotion showing more masculinity and

not merely the functionally capability of the product.

Lifestyle: It targets a large group of audience who has a charismatic personality and has

that eagerness to achieve and the confidence attitude in them more youthfulness

Reach: In the world of reality shows where there are a whole lot of people are getting

attached to the reality shows, the advertisements is also built on the same line where the

target audience get attracted towards the product, the advertisement enchases the

popularity of the realty show.

VALS: When it comes to Gillette it is targeting the Strivers segment, where consumers

belonging to this segment are Image conscious, limited discretionary incomes and prefer

TV and Magazine commercials.

Segment: Medium priced Segment (STRIVERS)

Target: Male, Particularly youth aged between 17-35 years of age, (Consumer

Motives)

Demographic: Urban and semi urban areas

2 Consumer decision making by Henry assael



Personally I fit into this target market where the price of the razor (as there is very less

earning and still a dependent) is not that high and there is the sense of machonism, and

image of using the Brand Gillette.

BRITANNIA GOOD DAY

Britannia introduced Good Day in two different variants in the year 1986. Over the years it is

launching new variants.

It featured many ads targeting different age groups and starting from the children to the eldest

person who is in the political rally. Across all these ads it strongly shows that the spirit of GoodDay all the ads speak about its ingredients, which is rich in cookie, added nuts which are visible

that crispness etc., where this brand has a lot of loyal consumers across all ages and its is one of

the fastest moving brands in the Britannia’s portfolio.

Recently one of its ads during the IPL created the controversy. For the purpose of this

assignment I have taken two ads where one of the Train TT which is quite a recent ad and the

other is Good Day confession a pretty old advertisement.

Good Day Confessions: In this particular ad a son confesses in front of his father for stealing the

pen from his father’s pocket for which his father says he is proud of him as he told the truth



immediately after his confession his mother reveals that’s he has secured 1st rank in the exams.

A moment of joy where in between there is an insight provided to the ingredients of the cookie3

Advertisement of TT: The new TT ad is the uncontrollable expression of the ticket collector's

happiness and joy that is stimulated by consumption of the cookie, which spreads cheer amongst

the people around him creating an atmosphere of shared joy that's unorchestrated and straight

from the heart. The celebration was taken to the IPL as Good day cheered along with a million

cricket fans in the stadiums, each screaming and proclaiming "Ho gaya re Good Day". The

dazzling brilliance of this endeavor, the contagious rhythm needs to be lived and spread through

the nation, making 'Iska toh ho Gaya Re Good Day'

Consumer Behavior Concepts

Reach: It tries to reach the people of all age groups in through its different advertisements

Hedonic Need: This come under hedonic need where the consumers look for that pleasure after

consuming the cookies and their emotions are associated with this particular brand.

Brand Loyalty: Most of the users are brand loyal, since it is product which is used regularly and

it comes under FMCG sector the brand has that image where people never feels to shift from

Britannia Good Day

Less of Post Purchase Dissonance: As they have lot of brand loyal and consumers try not to

shift to the other brands in the market. As the satisfaction after consuming the product is very

high.

Social Need: People use biscuits daily and the usage of good day under the Band Britannia

which generally accepted by the mass and they feel proud to use the product.

Post purchase Evaluation: Products like cookies will be mostly evaluated after a lot of

consumption and sense of satisfaction

Segmentation: Geographic different ads for different geographies to catch the emotions

3 http://www.youtube.com/watch?v=6Nm8dHwuFP4

http://www.youtube.com/watch?v=6Nm8dHwuFP4

http://www.youtube.com/watch?v=6Nm8dHwuFP4



Target: People of all age group, this is very much evident from the different advertisements for

different age group of people.

I love biscuits and more of Good day and hence belong to this target market.

narasimha bharadwaj

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