Berger TV Advertise Consumer Behavior PDF

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Report Submission on Berger Anniversary TVC Course name – Consumer Behavior Course Code – 422

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Contents Group Profile...................................................................................................................................ii Introduction......................................................................................................................................1 Company Profile..........................................................................................................................1 Background of TVC.....................................................................................................................1 Justification of Choosing TVC....................................................................................................2 Analysis of Consumer behavioural aspects.....................................................................................3 Segmentation Targeting and Positioning.....................................................................................3 Appeal of TVC.............................................................................................................................5 Limitations.......................................................................................................................................7 Suggestions for improvements........................................................................................................8 Group Dynamics..............................................................................................................................9 Conclusion.....................................................................................................................................10 Reference.......................................................................................................................................11

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Introduction The advertisement that is chosen for this report is the Berger Paints “Anniversary TVC recreating 25-year-old magic”. This advertisement is a sequel of a famous Berger TVC which was first aired in 1998. In its 25 years anniversary, Berger prepared a sequel of the same TVC, portraying the next story beautifully (Youtube.com, 2019). The TVC got a very good response from the people specially to the mind of the people who could relate it with the previous TVC. Berger did an amazing work in case of touching their recent targeted group so perfectly. The kids of 90’s have become the decision makers in 2019. Now in this TVC, we can see that all the decisions have been taken by the kids. Furthermore, connecting the two dots, Berger paints decided to deliver the message that it’s your time to paint your own world (Markedium, 2019). This assessment discusses the background of the company and the TVC, consumer behavioural aspects of the TVC, addresses some limitations from the TVC and highlights the recommendations and suggestions for improvement in it.

Company Profile Being a multinational company Berger Paint has business expansion in more than 120 countries. They established their venture in Bangladesh in 1970 with the motto of providing every type of color needed in daily life and industries. Their main product is – painting color, emulsion including 22 categories of paints which comprise more than 95 classes of products.

Background of TVC In the chosen ad which is a remake of an ad of Berger Robbialac brand in 1998 starring Shimul and Chaity whose romantic chemistry, rhythmic jingles, acting, story-telling in that ad won over the heart of people of all types. Berger Robbialac is the product under Berger's interior product line. In 2019, Berger has come up with the sequence of the ad of 1998 (21 years in between) which portrayed the 25 anniversary of that couple starring the same casts. It showed that when th

that couple fell in love, Berger was the brand that added color in their life and at their 25

th

anniversary their home was adorned with Berger Paint that shows, Berger Paint is still with them adding immense color in their life throughout their life and even to their next generation consistently. This TVC is fully directed by Adnan Al Rajiv. This was conducted by Unitrend Limited, a third-party agency. 1

Justification of Choosing TVC We have selected this ad because this is the very first-time sequential remake ad ever was done in Bangladesh, we have prepared our report based on how this ad has made to grab the most attraction of people through emotional and humor appeal. Again, the advertisement was published on 1st june,2019. Till date, the video hit almost 70000 views on YouTube with 1600 likes. It achieved more than 6.8 million views on Facebook with 1,05,000 reactions, 5600 shares and a total of 2400 comments. In other words, the video created a massive social media buzz being a remake of the old popular Berger TVC. Here, Berger portrays the thought that “the romantic couple grew older with time, but their love does not, so as the color of their life for being

Berger

Paint

always

there”.

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Analysis of Consumer behavioural aspects The consumer behavioural aspect of the TVC is divided into two parts. First part will discuss the segmentation, targeting and positioning strategy of the TVC. The second part highlights the

Segmentation Targeting and Positioning Segmentation: In terms of marketing segmentation refers to the process of dividing the entire market into smaller groups based on some similar characteristics. Segmentation can be done with the help of many variables like demographic, geographic, psychographic and behavioral. If we review the Berger anniversary ad, we can see that they have successfully adapted all types of segmentation. 

Geographic Segmentation: First of all, the ad was mainly targeted to Bangladeshi people so we can say it created a geographic segmentation right there.



Demographic Segmentation: The following ad also used demographic segmentation to showcase the family bonding and relentless service and loyalty towards Berger paints. The TVC mainly targeted the people within middle class to higher middle- and upperclass segment of the market.



Psychographic Segmentation: Big house, anniversary celebration, parents on honeymoon it sums up demographic segmentation. Berger paints ad represents upper middle-class family and it also represents a standard lifestyle led by the characters. Thus, it used psychographic segmentation.

Segment Profile: Mainly two types of consumers were segmented throughout this video commercial. The main customer segment profile is highlighted in the table below Segment Role

Young Generation

Middle Aged Professionals

Consumer Role

Influencer

Decision Maker

Age Group

18-24

30- 50

Profession

Students, Early Professionals

Bread Earners 3



Main consumer mindset 

Plays role of influencer in



Concerned about the

family

long-lasting ability of

Perfectionists (Concern about

paint (Example: The wall

little details, Example – Water

in the TVC is seen

Lilly in the TVC)

painted 25 years ago but same as the first time) Bears strong Family Ties

 Main competitive

Best Paint in the Market

Long Lasting and Beauty of Color

offerings Main media choices

Online Social Media Users (Facebook, YouTube)

 

TV

Consumers of Bangla TV Serials

Targeting: Target market refers to a set of buyers who has the same need that companies want to fulfill by their product/service. Target market can be of 4 types such as differentiated marketing, undifferentiated marketing, niche marketing and individual marketing (Babin and Harris, 2014). In the Berger anniversary ad, we can see they are using the differentiated marketing which refers to a marketing strategy where company target several market segments at the same time, they develop different offerings for different target market. If we further explain the ad, we can see a family consisting of son, daughter, mother and others planning a surprise for the couple on their 25th anniversary. So, in this ad they have put a sense of nostalgia since it is a sequel version of an old ad starring the couple. So, Berger paints have targeted a specific segment like this well being happy family and highlighted their everlasting service given to the same family for the last 25years. From the perspective of the consumer viewing habits this advertisement is suitable for all class of people. Younger generations along with their families feel comfortable to watch it together. The TVC is mostly aired during the break times of telefilms and between cricket matches. Thus, when families or friends watch together these events, they are able to enjoy this beautiful ad which gives them a happy feeling and boosts the sense of bonding. So, the advertisement is complying well with the consumers viewing and listening habits. 4

Positioning: Positioning refers to the process of creating a distinctive place in consumer minds. From the seven-positioning strategy they have totally focused on the cultural symbols and product characteristics. 

Cultural Symbols: Through the advertisement, Berger have positioned themselves as in any occasion Berger is there. Again, they have portrayed as the days get older, the colors of the walls bring back those memories. Before ending the ad, there is one lyrical line “ররর রররর ররররর ররররররররর রররররর” and one voiceover “রররররর রররর রররররর ররর ররর রররর ররররররর” which actually complement the whole theme. The casting of

the commercial also displays the cultural integration. Famous actors of the 1990’s – Ferdous and Chaity were brought back in commercial industry through this TVC which was largely accepted and generated a good response for the commercial (M.thedailynewnation.com, 2019). 

Product Characteristics: The TVC was aired during the 25 years anniversary. The recall scene in the TVC shows that the paint has been as wonderful as it were before. Thus, it portrays the long-lasting quality of the Berger Paint is highlighted through this scene in the TVC.

Group Influence: The group of people who were mainly the kids and young generation during the 1990’s was mainly influenced by this advertisement. The comments in social media flooded with the comments of this group members, who could recall the older commercial and relate it with the new one. The old kids of the 1990’s are the decision makers and the bread earners of the family now. Thus, it created a very strong influence among this group of people.

Appeal of TVC If we talk about in terms of advertising appeals this advertisement successfully blended a wide variety of appeals that all together captured the favourable attention from the viewers.

 Emotional Appeal: First of all, a great deal of emotional appeal was used. With the help of emotional appeal, they showed trust, reliability, friendship, happiness, glamour, romance, passion, caring for the loved ones and family bonding among parents, siblings,

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children and extended family members. The total advertisement gives a family vibe of strong family bonding and portrays a happy family using Berger Paints

 Music Appeal: Next, they focused more on music appeal. The jingle of advertisement is also applauded by the audience. The jingle perfectly synced with the commercial as it highlighted the feelings integrated with colour and festival and how these aspects are bounded with the bonding of love and affection for these 25 years.

 Romance Appeal: Besides these they used brand appeal by portraying the brand image of Berger paints. Romance appeal by presenting two of the romantic couple actors of 90’s decade Shimul and Chaity. Youth appeal by casting a bunch of youth models of recent time and sensitivity appeal which brought the feel of nostalgia.

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Limitations This advertisement excellently combined various sorts of appeals like emotional, slice of life, nostalgia, events. But apart from that there are some limitations that we could identify briefly. Such as: 1. Lack of technological aspects: The advertisement didn’t show any functionality of the product. Functionality shows the usage situations where and how a product can be used. It didn’t highlight the product's components, features and the benefits. It could’ve been much practical if they showed the product variations and the proper applicability across particular situations. It was unable to communicate the usage of paint colors. 2. No USP: The advertisement as a whole didn’t convey the message why they are different from their competitors, what are the unique points of value that customers are able to get from their product. Besides, they failed to show why their product stand out of the crowd, why customers should purchase Berger over any other paints. 3. Less impacts on purchase intention: The advertisement blended a great deal of emotional appeal which successfully gained customer attention. From the branding point of view this advertisement was able to create favorable image as the commercial was highly applauded amongst the viewers. But if we consider the impacts that it has put on consumers behavioral response then we see it wasn’t much successful to convert their emotion towards purchase comparing to their advertising expense. It was less impactful to generate immediate purchase intentions among new users. 4. Unfamiliar to new generations: The new advertisement is a sequel to its 1998’s advertisement featuring two famous actor and actress of that decade Shimul and Chaity. So, it was very easy for the 90’s kids to easily understand and recall the whole advertisement at the first exposure to it, as they are familiar with both the actors and the old TVC. But the newer generations faced a tough time to get the gist of the advertisement, because they aren’t familiar with the old TVC. So basically, at the first exposure it was difficult for them to link the whole message conveyed by the TVC.

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Suggestions for improvements The advertisement was highly successful to create positive emotional attachments amongst consumers through giving them a major hit of nostalgia. It was successful to capture a distinctive space in the minds of consumers. It is spreading a good word of mouth just about the TVC but not about the product itself. Consumers are just being happy seeing a sequel to one of their favorite advertisements but they aren’t being that much dedicated to use the product. So, as some improvement measures, they can combine both emotional and functional appeals by providing product features, benefits, usage information. They can highlight what distinctive facilities Berger Paints is offering to customers, what are their extra value-added services. They can give instructions on how consumers can paint their houses all by themselves to make the experience more engaging. Can give some focus on variations of their product and let them know how personalized their service can be regarding this product.

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Group Dynamics After multiple meetings & a couple of group discussions, our team “Knowledge Worker” finally came to a conclusion regarding the selection of TVC which is meant to be analyzed under some theories & aspects of consumer behavior study. Our group member Tushar Ahmed came up with a unique TVC of “Berger Paints Bangladesh Ltd.”, Which created a great hype among the people in our country. The TVC itself was well structured & easily understandable. To analyze the TVC, we distributed the tasks as following: ·

Introduction part was carried out by Nusrat Jahan Shila & Safia Zerin Badhon

·

Analysis of the consumer behavioral aspects was executed by Umme salma & Fabiha Bushra

·

Identifying limitations was carried out by Fahimun Nessa Aurthy & Rubaiyat Alam

·

Suggestions for improvement were found out by Anika Alam

The report writing & proofreading was done by Tushar Ahmed and Mohammad Sadman Sakib. Presentation guidelines & PPT was carried out by Towfiq Ahmed. The performance as well as the coordination of the entire team was well balanced.

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Conclusion Finally, it can be stated that no commercial is a hundred percent perfect and there are always some areas for improvement in every advertisement or commercials carried out by brands. However, this TVC and OVC by Berger Paints Bangladesh really got the hype of the generation and was pretty successful as a silver jubilee campaign for one of the most popular paint brands in Bangladesh. Berger Paints always comes up with creative campaign ideas and this TVC is no different from that. Keeping all the marketing terms aside, the TVC surely generated a feeling of Nostalgia in the minds of the viewers who could recall the old TVC and made them remember the good old days of wonderful commercials.

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Reference Babin, B. and Harris, E. (2014). Consumer Behavior. M.thedailynewnation.com. (2019). Chaity makes emotive the viewers again. [online] Available at: http://m.thedailynewnation.com/news/219033/chaity-makes-emotive-the-viewers-again. Markedium. (2019). Berger’s Latest Campaign Takes You Back To The Memory Lane | Markedium. [online] Available at: https://markedium.com/berger-latest-campaign-takes-youback-to-the-memory-lane/ Youtube.com.

(2019). Berger

Anniversary

TVC.

[online]

Available

at:

https://www.youtube.com/watch?v=IgiF3egrT7A.

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