Amul Macho Final ND

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ITM Executive MBA, Batch 29, Subject: Marketing Redesigning of Amul Macho Innerwear Advertisement. By : Nagindra Singh Kumar Salgaokar Novello D’souza

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Presentation Order Meaning Of Advertisement with Definitions Why do we need Advertising? What the Advertiser Must Know? Major Types Of Advertisement Major Advertisement Media Amul Macho & Company History Visions & Promises of the Company Details of the Amul Macho AD Viewing the Amul Macho Advertisement

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Questionnaire & the results of it Age-Gender wise responses Marketing Brief of Redesigned Amul Macho Ad Concept of New Amul Macho Advertisement Bibliography Presentation Order

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Meaning & Definition of Advertisement According to Philip Kotler, “Advertising is any paid form of nonpersonal presentation & promotion of ideas, goods, or services by an identified sponsor.” In simple words, “Advertising is a means of informing and communicating essential information.”

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What the Advertiser Intends… Transmit the message of the ad to communicate with the audience. Audience must see the ad and pay attention to it Understand and comprehend what the ad conveys. Influence purchasing behavior of target audience.

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Why do we need Advertising? To help the customer become aware of the product. To attract the potential customer to the point of sale. To create demand by presenting a product in a certain way. To Stimulate repeat purchase of Products & Services.

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What the Advertiser must know? What type of media carry it successfully & economically. What type of message appeals to the audience. Ways and means to capture the attention of the audience. How the audience perceive and interpret it. How to change the purchaser’s behavior in a way favorable to the company.

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The Five M’s of Advertising 5 Ms Mission Money Message Media MEASUREMENT

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Product Oriented Advertising Image Advertising Advocacy Advertising Public Service Advertising Major Types of Advertising

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Major Advertisement Media Print Media News Papers Hoardings Banners Magazines Direct Mail

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Major Advertisement Media Electronic Media Television Radio Internet Cinema Hall Mobile

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About Amul Macho… Amul Macho is the product name of the Men's range of ‘Amul Innerwear’ products which is manufactured by Kolkata based J.G.Hosiery Pvt.Ltd. Amul Macho is the third largest innerwear brand in the country for men after VIP and Jockey. It enjoys the number one position in States like Uttar Pradesh, Bihar and Jharkhand since more than a decade. It is also one of the leading hosiery brands in western and certain parts of northern India jgg

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J.G Hosiery Pvt. Ltd… Established in the year 1980, J G Hosiery Pvt. Ltd is one of the oldest players in the organised innerwear market and is popular under the name of ‘Amul Innerwear.’ The company was founded and is being managed by the Seksaria family under the able leadership of its directors: Mr Biswanath Seksaria, Mr.Shyam Sunder Seksaria, Mr. Pankaj Seksaria, Mr. Sandeep Seksaria and Mr. Navin Seksaria. Back then in 1980, there was a good potential for the organized players in a largely unorganized industry, hence holding huge scope for branded players to provide good quality products and best service. Currently, the company has three manufacturing facilities in Tirupur, Kolkata & Bangalore and plans to set up 3 more units at Delhi, Kochi & Hyderabad in the next 2 months.

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Visions & Promises According to Seksaria, with the increase in production capacity & further aggressiveness in brand building initiatives, we are aiming to be the leading national innerwear brand by the year 2010. We are also targeting a turnover of Rs. 300 crore for the financial year 2008-09

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Details of the Amul Macho AD The Amul Macho Commercial–‘Crafted for Fantasies’ first hit the television screens in the first week of April 2007 for which Indian model ‘Sana Khan’ was roped in and the ad raised quite a few eyebrows since then. It was created by Pushpinder Singh owned Advertising Agency ‘Saints & Warriors.’ According to Seksaria, the sales of ‘Amul Macho’ increased by 35% immediately after the airing of the commercial which showed that the feedback of the ad had been successful. However, the Information & Broadcasting (I&B) Ministry prohibited the transmission of the advertisement in the month of July 2007 because they considered it to be indecent, vulgar and suggestive.

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Viewing the Amul Macho AD Amul Macho Advertisement

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Questionnaire Results

Age-Gender wise responses : 

Age-Gender wise responses

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Major Reasons of Liking & Disliking Reasons for Disliking the Advertisement: Cannot view the ad in front of/ with Family. Expression of Lady is sexual/vulgar. Does not make sense. Does not convey any message Reasons for Liking the Advertisement: Something different from regular advertisement Attention of the audience is catched Expression & enactment by the girl is very good

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Marketing Brief of Redesigned Amul Macho Ad Objective:- To make Amul Macho Underwear a top of the mind brand Target Segment:- Lower/Middle Class Men Age of 16 years and above Message:- Wearing Amul Macho Underwear makes man a Real Man Medium:- Television Commercial

Concept of New Amul Macho Advertisement : 

A newly wed couple go for honeymoon to Shimla. Scene 1: Wife is sitting on the bed in her wedding dress. Scene 2: Husband enters the room Concept of New Amul Macho Advertisement

Concept of New Amul Macho Advertisement : 

Scene 3: Focus shifts to the corner of the room where clothes of the husband are falling down one after another. Scene 4: Focus shifts to the wife where she is now in an extreme upset mood. She now shouts to her husband “Tumhare Paas Woh Nahi Hai Kya???” Concept of New Amul Macho Advertisement

Concept of New Amul Macho Advertisement : 

Scene 5: Wife goes out of the room disappointed. Scene 6: Husband looks down totally confused !!! Concept of New Amul Macho Advertisement

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Voiceover:- Amul Macho – Mardon Ki Pehchaan Concept of New Amul Macho Advertisement

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THANK YOU

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Bibliography Marketing Management - Philip Kotler Saints & Warriors Ltd – Mr. Pushpinder Singh & Miss Divya Agencyfaqs.com

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Redesigning of Amul Macho Innerwear Advertisement

Redesigned Amul Macho Advertisement : 

A woman walking on a lonely street A group of road Romeos / street boys tease and start following her. She frightens and starts running. Screams for help. Man in the nearby apartment. Strong confident and good looking. Just came out of bathroom, in underwear. Redesigned Amul Macho Advertisement

Redesigned Amul Macho Advertisement : 

Notices that a woman needs help. Quickly jumps out in AS IT IS condition. Saves the woman from the boys. Woman gets impressed, kisses him and expresses her love. Tag line – Mardon ki Pehchan - Amul Macho Redesigned Amul Macho Advertisement