In: Operations Management
For this project, choose ads for two competing products of your choice, such as two toothpaste ads, or two cell phone ads. The ads may be either online or in print, evaluate the two ads according to their creativity, clarity, likability, memorability, and effectiveness. After your evaluation, write a report that compares the two ads, and make a final recommendation based on your evaluation. The report should contain the following sections, presented in this order: introduction, statement of purpose, recommendation, methodology and criteria, analysis, conclusions, and recommendation section. Include a decision table neat the end of the report.
Introduction:
Advertisement is a medium that is used for promoting a brand,
capturing audience and awareness about the products features among
the mass audience. Advertisements can be in form of print media,
over voice or over broadcast (TV, OTT). For the given case, two ads
of instant noodles can be used. First product is Nestle`s Maggi
noodles and other one is Patanjali Atta Noodles. Nestle is a
well-known brand across the globe and their noodle brand Maggi is
quite popular among all the generations. Patanajali is an Indian
brand that has risen recently with high focus on providing quality
products at cheaper costs and using local ingredients and
resources. For this case, TV ads are being discussed.
Statement Of Purpose:
To understand the effectiveness of ads of similar product (instant
noodle) between Maggi and Atta Noodles from a television
advertisement.
Methodology and Criteria:
To understand the effectiveness of an advertisement it should be
validated by different stakeholders from various age groups. For
this case, I chose to discuss the ad and its effectiveness with
friends and family and captured their feedback. The ad`s were
downloaded and shared to participants and they were asked to rate
the ad on the following parameters:
• Introduction of product
• Clarity of advertisement
• Creativity in the advertisement
• Brand recall
The participants had to rate the parameters from 1 to 5 based on
their understanding of the product. Even though the sample size is
very small it gave a better insight to the advertisement than just
a single person`s point of view.
Analysis:
The ads were quite different in terms of product promotion. Maggi
had a story based theme where a kid runs to his mom and asks for
some quick snacks. Mom unpacks packet of noodles and prepares and
shares it instantly. It shows the USP that maggi can be prepared
and served in 2 minutes. Comparing this to Patanjali noodles there
was a vast difference. Patanjali chose to share some insights from
data collected at their lab and suggested that other noodles had
certain harmful chemicals and preservatives included in them but
Patanjali did not have them. The ad convey the message that Atta
noodles was a safer product and it focusses on the health of the
individual.
Based on the ad`s and the response, most of the younger respondents
responded well for maggi since they could relate to it better. The
adults chose Patanjali since they gave some insights on how harmful
these products can be and how theirs was not one among them. Based
on the responses, I can conclude that both brands have different
target audience. Maggi is reaching out to the kids who can ask
their parent for Maggi noodles while patanjali is reaching out to
parent who prioritizes the health of children. Both of them are
effective in their own way.
The respondents gave ratings based on clarity of content and both
ads were found equal in measure. Creativity was found high in maggi
and so was brand recall. The product
introductions were also at par in both the ads.
Conclusion and recommendation:
Advertisements are a medium to convey a message to the audience.
While both ads being discussed convey different message, the will
often get compared with one another. A group of audience will
prefer one over the other, in this case, Maggi over atta noodles,
if they can relate to the same better. One of the recommendation
from this study would be that to create an effective ad, one should
empathize with the target audience and then create ads accordingly.
There might be health and other benefits which comes as an
important factor but it should not be the primary aspect of the
communication. The message being passed should always focus on the
primary objective of the product in this case to have an instant
snack