Result: Food items may suffer from ‘Contagious’ effect.
2. ‪‎Hot‬ Buttons: Words such as, ‘‪#‎Sale‬’, ‘‪#‎Now‬’, ‘‪#‎Just‬’, ‘‪#‎Limited‬’ are labeled as Hot Buttons & have the power of stopping people & getting to notice it. The advertisement has attempted to use ‘Hot buttons’, but it could have been used more effectively.
a. Current copy:
i. Order today and get 20% cask back* on payment through …’.
b. Proposed Copy:
i. Order Now. Get 20% cash back instantly on payment through …’. Offer available for today Only.
3. Headline: The headline is intriguing. But it could be disappointing for many ‘potential’ users of Grofer when they realize that they have been placed on the same pedestal as ‘cockroaches’. Given the phobia that many people have with cockroaches it may not be the most judicious or impactful headline.
4. Layout: I believe the communication objective of this advertisement would have been to inform & educate potential users of Grofers that it offers entire range of household products & much more. That part is tucked away at the bottom of the advertisement. I would rework the layout to give it prominence.
What did I like about the advertisement?
#‎House‬ color: It seems that Grofers House color is ‘orange’. And this advisement is bathed in its house color.
Remember that House color improves brand recognition by up to 70%.
Bottom line: Attempt to build in principles of ‪#‎behavioralsciences‬ into your communication strategy. When it is embedded intelligently it will garner better response & vice versa.
How did you feel about this advertisement? What are your views on it?
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In this series, Rajesh Srivastava, Business Strategist and Visiting Faculty at IIM Indore gives you a regular dose of strategy case studies to help you think and keep you one step ahead as a professional as compared to your peers. Rajesh is an alumnus of IIM Bangalore and IIT Kanpur and has over 2 decades of experience in the FMCG industry. All previous Strategy with RS posts can be found here
Comments
Utkarsh Dangayach
The headline seems quite absurd having no meaningful connection with the message to be conveyed. The most relevant information (the range of products) was actually tucked away at the bottom and could have been easily overlooked. I'm not really sure whether the contagious effect as mentioned by RS would be significant in the case of print media as compared with product placement in store, but the six-legged cockroach linkage may put off several customers :P Great series of insights from RS.
14 Sep 2015, 11.40 PM
Rajesh Srivastava
Utkarsha my apology about the headline. Glad that you like the series. And do continue to share your rich insights, perspective, views & experiences. It will make the discussion more richer.
15 Sep 2015, 08.52 AM
+Read Replies (3)
Team InsideIIM
We are the team behind your favourite platform.
Sir - We believe he meant the headline of the ad and not of this post!
15 Sep 2015, 09.10 AM |
Utkarsh Dangayach
Yes sir, your headline was apt. I was referring to the ad headline.
15 Sep 2015, 09.32 AM |
Rajesh Srivastava
Utkarsh thanks for clarifying. Indeed very professional of you to take the trouble of pointing out my misunderstanding ! Be like like this, always!
15 Sep 2015, 11.43 AM |
Rajesh Srivastava
Team InsideIIM. I have only apologised for 'headline'. And thanked him for liking the series.
15 Sep 2015, 09.30 AM
ramji yahoo
contribute to society thru management audits, cost audits
Compared to Middle east countries, still India is far behind on spending on POSM activities like corrugated display stand, or MDF display stands
16 Sep 2015, 12.55 PM
Rajesh Srivastava
Thanks for sharing ...
16 Sep 2015, 11.06 PM
Kiran Shah
Hi Rajesh Sir, I think Grofers team did a terrific job with this campaign ! The brief to the agency would/could have been "A set of creatives which showcase the range offered by Grofers in a disruptive way" Another creative in this series is "From Good Morning (coffee) to Good Night (mosquito repellant)", which again places a beverage alongside an insect product. However, as pointed out in one of the comments above, this type of product placement in a creative does not necessarily put off a consumer. In fact, most shoppers are very well aware that insect repellant and food aisles are way apart. But the sheer creativity of the headline makes the audience take notice of the ad, and maybe even spend a few seconds to take in the message. And of course, the house color has been used perfectly to increase the recall ! If I look at all creatives in this series, I think the Brand Manager & his agency have done a pretty good job ! A regular reader of your "Strategy Series" :)
19 Sep 2015, 07.51 PM
Rajesh Srivastava
Kiran Shah if you go shopping & Nescafe is placed next to HIT will you pick up the Nescafe next to HIT or farther away from it? Most people are likely to pick up Nescafe placed furthest from HIT.
19 Sep 2015, 08.04 PM
Nishant Agrawal
Dear sir, I Nishant Agrawal, marketing student in FORE School of Management, New Delhi, is working on a marketing project taking Grofers as the reference company along with my team. It would be a great help if you could provide the following information regarding Grofers: 1. The Mission, Vision and Core value that Grofers has articulated. If not, we will be articulating the same. 2. The current Organizational goal and two critical marketing programs that Grofers is following to fulfill the same. The website does not contain the required information. Looking forward for your response.
22 Nov 2015, 05.08 PM
+Read Replies (1)
Team InsideIIM
We are the team behind your favourite platform.
@Nishant - You need to speak to people at Grofers. Rajesh is an independent Business Strategist, not from Grofers. This is a case study not sponsored or supported by Grofers.
22 Nov 2015, 05.27 PM |