Leaving behind ethics and friendly rivalry, HUL took a major step by pointing on TIDE's poor performance. I think they should think of how Horlicks was effected in terms of market share post launch of a similar spoof ad against complan..the results were a decrease of 5% market share of horlicks in that month and it was like waking up a sleeping tiger(Complan)..
If you look at the ad, Rin instead of telling/ showcasing its superior properties was committed to showcasing tide's deficiencies.. 75% of the time they told about tide.. Audience thought more about tide than thinking about rin.. If you remeber the equation for inpact of advertising, it is proportional to mind space of the consumer and proportional to the time the consumer was made to hear about the brand...so tide is in advantageous position.
Moreover this ad would never entice non users of rin/ users of tide to switch over to rin because the ad was too unrealistic... I mean, the users of tide never had such horrible brownish fade of a white shirt, so ad was on a lighter note to them...
Similarly Rin users had never experienced such sparkling white from a cheap product like Rin-----RamKumar. Need comments on this..
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