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Analysis of bottled water competitors
Effect of brand image on consumer behavior
The impact of brand on consumer buying behavior
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Recommended: Analysis of bottled water competitors
The product line that was chosen was Water. There are numerous brands that have been developed in the field of water, hence leading to tough competition. But out of the various brands namely Masafi, Gulfa, Oasis, Hatta and Evian. The one with the highest market share was found to be Masafi.
Below is the detailed description of each ad in the respective media's and the appeal created by it:-
A. Newspapers and Magazines-
1) Brand- MASAFI
Ad Description-
Masafi resorts to an attractive full-page advertisement. Masafi has always provided products, which reflect the consumers aspirations, trends and increasingly health-conscious demands.
The Masafi ad in the newspaper and magazine focuses on the purity of the water and states the reason for the consumer to purchase the best, that is Masafi.
To begin with, the ad is pictured on a desert where a cheerful girl is shown through an enlarged glass of water. This illustrates both the clarity of the picture and the purity of the water. In addition to this, the ad further symbolizes that just as a child is pure and serene, the same goes for the water, which is so pure that even a girl standing behind it can be seen through it.
The ad states that Masafi is 'Clearly Outstanding' in comparison to the others. On interviewing the customers they mentioned that the ad created a positive emotional appeal. It also mentions that Masafi helps one perform its best both physically and mentally. For these reasons the advertisement motivates the people to buy Masafi.
2) Brand- GULFA
Ad Description-
The Gulfa ad focuses on the water, which is collected, from the springs. The ad shows the Gulfa bottle behind which are a few rocks through which water is flowing.
The Masafi ad focuses on the desert and a girl whereas the Gulfa ad emphasizes on the rocks and mountains from which the water is obtained. The ad states 'Our Production line in full swing' which refers to the fact that just as the water is continuously flowing from the springs, so is the production of Gulfa. The purity of the water can be ascertained as the ad states that it is produced by nature and bottled by Gulfa.
According to the viewers this ad creates a rational appeal among the people because it gives them information about the product. It mentions that the P.E.T. bottle is used which motivates the customer to buy the product as it is crushable and does not harm the ecological balance.
This ad represents three rhetorical appeals; logos, ethos, and pathos. First appeal is logos, which is reasoning/logic. For logos, it states that every leaf traps CO2, which is a good thing because plants convert that into oxygen. Second appeal we have is ethos, which is Character. The ad depicts the leaf which is discolored around the edges due to pollution.
The blues and whites catches a consumer’s eye and brings out the other elements of the advertisement. This is in stark contrast with the Sheba advertisement. Their advertisement’s color did not go well together and did not seem to fit. Also, the Fancy Feast advertisement had good texture, which helped catch the eye of consumers. The Sheba advertisement did not have much texture and was very bland.
Every advertisement has different ways of getting the audience’s attention. Advertisements mostly use the three appeals, but different forms of showing them off. In this commercial ethos and pathos is used to get to the consumers. Charmin is the greatest toilet paper and everybody should use it, that is the message they are trying to get across. It may be true to some people, but the overall population most likely does not use Charmin but another brand of toilet paper that is cheaper. I do not think that this commercial is that effective because I, along with many other people, just use whatever kind of toilet paper there is; the brand does not matter. In other countries there are other brands that are said to be the number one brand of toilet paper; it is different everywhere.
It's a very simple message, and one that comes across very clearly due to the nature of the advertisement's simplicity. All in the matter of seconds, the advertisement leaves the reader with a clear sense of what the product does.
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