Question 7: Read the following case and briefly answer questions given at the end. Brand Name: Kenwood Campaign Title: "Khush Raho Product Type: Air Conditioners, Refrigerators. Washing Machines, Kitchen Appliances In Home Appliances Category, the scenario at/before the time of the launch of Kenwood Communication was very timeworn (old) and typical: it was a very mechanical kind of communication with no emotions attached. Feature based advertising was what everyone followed. Since, technically and mechanically there is no much difference between the products themselves, therefore communication of all brands was the same with a storyline revolving around a family and the same product features and price. This naturally had very little impact on consumers with no connect at all. Since this was the first time that Kenwood was to advertise in the mass media, therefore it had to be very effective and very to-the- point at the same time while remaining in the given budget. The company had to create difference not in terms of a good TV commercial, but a fresh and simple idea for a brand that had to take a start. They had to create brand awareness, a bond of the brand with the consumer and advertising that actually helps the brand loved by the target audience. The objective was not to sell the features or any specific product, but to sell the brand; to create an emotional bond between the consumer and brand. The company wanted consumers to make Kenwood their first choice. As this is a category where prices are competitive and features are more or less the same, therefore, the most important point was the perception and the bond you create with your consumer, while creating a consumer pull resulting in increase is sales and revenues. The target audience for this campaign was young couples between age bracket of 25 to 35 The company wanted this concept to emotionally connect with the target audience with a "feel good mood attached to it. The company created a series of ads without any unnecessary focus on product shots and features. All ads were different but the basic idea/concept was the same. The execution part of the campaign was very critical and very detailed which showed real time situations. The media chosen for advertising included TV Outdoor and Print. The campaign went viral on the social media and there was 35% increase in Sales and some overwhelming reviews by different advertising forums The marketer has to figure out the message appeal of communication that will produce desired response. Explain briefly which theme has been chosen in the above case study and how was it different from competitors? (Marks: 4) List down all promotional tools and suggest which promotional tools best support Kenwood to increase its customer base? (Marks: 4)
