Question

In this week’s small group discussion, you’ll share and evaluate communications audits for brands you know. First, pick a brand (each group member should have a DIFFERENT brand). Then, conduct an internet search to audit as many forms of communication as you can for that brand. Post a summary as your INITIAL post.

Then, review your group member’s posts and discuss the following as a group: What do you notice? How consistent are the communications? What could the brand have done better?

Answer 1

Here we Will take the examples of Hindustan Unilever And its Communications for different brands and Different types

1)

Surf Excel

HUL’s proprietary technology that reduced water consumption and time taken for rinsing by 40% was of great benefit to most parts of India facing water scarcity. Using the example of the Surf Excel where product quality and right media mix made all the difference, and Communications at HUL said, ‘Usually detergents need a lot of water. But Surf Excel required less water and less detergent to do as good a job. We communicated this specific benefit to the final consumers effectively. As a result, both advertising and the product were a great success. We received an excellent response from consumers.

2) Wheel Detergent

After the launch of Wheel, HUL had to promote two detergents—Surf and Wheel. It clearly emphasized the difference between the two products so that the distinction between the two customer segments was clearly maintained. It did not want cannibalization of either brands. While Surf was aimed at a quality conscious urban housewife, Wheel was aimed at a cost conscious ‘rurban’ housewife.

Review:-

1) Changing the Times

HUL has creatively captured the changing societal scenarios, and through an eclectic mix of advertisements that have become legendary, it has attempted to make behavioural and attitudinal changes in the lives of its consumers for the better.

2) Subtle Connection between Products and Hygiene

The intricate connection between personal and home care products on one hand and their impact on personal and community health and hygiene on the other, has been subtly brought forth through each of these campaigns.

Suggestion:-brands have targeted a nore specific group of people to increase the sales and become a core competitor of each other without showing the existence of the same parent company