Chapter 4: Data Collection and Analysis
4.1 Introduction
This chapter aims to discuss the data collected and analyse it in the light of previous
literature. This chapter gives the understanding of the whether the animated advertisement has
positive, negative or moderate influence on the children.
4.2 Age Demographics for Children
Age
13 years
10%
9 years
30%
12 years
20%
10 years
40%
9 years
10 years
12 years
13 years
Chart 1: Age Demographics Pie Chart
4.3 Animated Advertisements and Brand Association
4.3.1 Parents View
Over 80 percent of the guardians were not able to review some other commercials of
these brands aside from the animated ones. A standout amongst the most critical cases was of
Tetra Pack milk, which has more prominent review as for their past notices indicating
importance of milk in daily life, which is more beneficial in tetra pack. 10 percent of the
respondents remembered the famous commercial of Shield that impacted their decision as it
was supported by specialist. 92 percent of the aggregate concurred that animated
advertisements are more successful on the off chance that where target group of onlookers is
youngsters. It catches attention of the kids and hence in some situations impacts the overall
interest of the kids.
A total of 85 percent respondents agree that their children brought Ding Dong bubble,
but it was only due to the taste. Despite of the catchy animation and music, the animated
character was not the main decision of purchase.
38 percent of the aggregate were purchasing Safeguard as they thought it useful for
cleanliness, 40 percent gotten it since it was requested by their children (on account of
Commander Safeguard what's more, his group), 10 percent got it as it was prescribed by their
relative or specialist. 25 percent were purchasing Lifebuoy because of their own decision since
they viewed it as great, 10 percent were getting it because of the interest of their youngsters,
invigorated due to Lifebuoy's plan of 'Purchase Lifebuoy and turn out to be a piece of the germbuster group'. 88 percent of the aggregate example trusted that Lifebuoy promotion did not
have an effect due to it being animated; rather it got consideration because of its business
advancement instrument.
Tetra Pak milk is had variable opinions by the guardians. Greater part accepted that the
item buy is reliant on the guardians more than kids yet in addition valued the exertion in type
of Milkateer crusade propelled, which indulged their child and brought about interest for the
item.
Telefun ad strikingly has the most astounding review because of its liveliness and
jingle, however tragically a negative one. For guardians, the item ought to be restricted.
Youngsters were incredibly impacted by the promotion not because of the character but rather
highlights of the administration and were utilizing this administration regardless of whether
they were not allowed to. Parents remember how they were not allowed to use phone due to
the Telefun campaign.
4.3.2 Children’s View
89 percent of the children were unable to recall most of the brands, but they recognized
the animated ones. 20 percent of the children remembered the Safeguard, which was sponsored
by the specialist. 95 percent of the children concurred that animated advertisements are more
prominent than the usual advertisements. They also agree that there is chance it is targeted on
them. 75 percent of the children were crazy after the character of “Commander Safeguard”.
However, the remaining 25 percent was crazy towards the germ characters, “Dirtoo”, because
it showcased authority and was daring along with making sensible plans. Not only the animated
characters, 78 percent of the children agreed that they enjoyed the catchy jingles. On the
contrary, the Lifebuoy Germ Buster was unable to get much of attention, which 45 percent of
the children pointe out that they copied the Safeguard animated advertisement way and the
main character of the Lifebuoy Germ busters was not a germ but a child. However, 58 percent
agreed upon that they liked and enjoyed the catchy jingle and music of the advertisement. On
the basis of overall analysis,75 percent of the children liked the Safeguard campaign more and
also requested their parents/guardians to purchase them Safeguard, which the parents accepted
because they trusted the brand. However, around 30 percent, children feared that they might
get attacked by the germ characters including, “Algam”, “Kachra Rani” and “Dirtoo”.
However, the 35 percent of the children forced their parents to buy Lifebuoy because it will
help them to meet all the requirements to be a Germ Buster.
65 percent believed that it was targeted on the children, however, the 28 percent of the
children found the cat and the other animals adorable and interesting. But the reason for the
purchase of Ding Dong as indicated by the 85 percent of the audience was the taste and the
younger children believed that the music, jingle and the storyline was captivating.
Milkateer battle was a total vivified story, 65 percent enjoyed the fundamental character
that was a child and needed to be Milkateer. 40 percent kids extremely cherished the character
named 'Kharoos' (the milkman). 85 percent adored the entire storyline of Milkateer and
acknowledged the two characters (young lady what's more, kid). Out of the aggregate, 55
percent individuals are presented to various Tetra Pak milk accessible, however the decision is
subject to their parents. Roughly 16 percent children were likewise presented to their business
advancement action and had given try out for the equivalent. 10 percent were utilizing it
because their parents asked to.
4.4 Effects of Animated Advertisement
4.4.1 Parents View
Around 88 percent of the parents credited the Commander Safeguard campaign to be
the best way of enforcing clean habits within the children. 88 percent offered credit to
Commander Safeguard for showing their children tidiness and expanded worries for
cleanliness. 18 percent felt that Ding Dong shows significance of brains and feeling of duty.
75 percent idea Tetra Pak has made a decent stride of presenting vivified rendition since it has
revelled youngsters as well as possessed the capacity to make enjoying for milk in them. 25
percent imagined that energized commercials enhance maintenance can make children learn
rhymes as well. However, 35 percent believed that such ads make children more stubborn and
arrogant and they ask for stuff that they do not need at all. The 38 percent of the parents showed
their concern that children learn more of viciousness and wrestling habits due to the fighting
scenes shown on the animated ads like Lifebuoy and Safeguard. However, the 10 percent of
the audience believed that it made children more of silly and they spent time glued to the TV.
All guardians were relaxed that Telefun ad has been restricted, on the grounds that they it
impacted kids, this organization has made them stick to telephones and make them call
superfluously.
4.4.2 Impact on Buying Pattern
The 85 percent of the parents indicated their buying pattern for Ding Dong was taste,
the children requested for them because of taste, the animated characters were not the
motivational factor to buy it. The 38 percent indicated that they bought Safeguard for the
cleanliness factor not for the character, but the 40 percent of the parents purchased safeguard
on the request of children, however, the 10 percent of the parents purchases safeguard as a
recommendation by doctors or relatives. The 25 percent liked Lifebuoy, therefore they bought
it. The 10 percent were buying Lifebuoy as per their children’s request. 10 percent let their kids
utilize Telefun administrations, yet reluctantly, as it is exorbitant; yet they accept with
developing age, the essentialness of this administration decreases. Buying of Tetra Pak milk is
for the most part parent-subordinate, yet ongoing Milkateer battle has included their youngsters
and brought about interest for the item. 55 percent of the respondents purchased Tetra Pack
milk because they thought it to be cleaner and more hygienic. Whereas 10 to 15 percent of the
parents purchased it on the request of their children but they did not dislike the idea because
children inculcated the habit of drinking milk.
4.4.3 Animated Advertisement and its Effect on Consumer Buying
10 percent children had purchased Ding Dong due to the cat character. All admirers of
Commander Defend claimed finish Safeguard unit. Altogether, 70 percent youngsters had
gotten it, regardless of the strata. However, Lifebuoy attracted the children by giving them the
free costumes who auditioned for the advertisement. However, the 16 percent of the children
had the costume kit of the Germ Buster. The Milkateer got popularity by the children, they did
requested the parents to buy them the costumes or kits but they were not available in the market
but few of the children got it made on order for some school events, which shows the impact
of the animated advertisement.
4.5 Marketers Perspective
4.5.1 Safeguard
The accompanying information examination depends on the criticism given by a P&G
worker (who asked for to keep his name secret) in the meeting and the material, which was
given as a kind of perspective. Graph 1 shows the evaluation of safeguard soap in Pakistan.
Volume
40%
33%
30%
20%
5%
1995-2000
2000-2005
2005-2010
2010-2015
2015-2018
Volume
Graph 1: Market Share of Safeguard over time
Table 1: Safeguard Brand Evaluation
Categories
2015
2016
2017
Usage
30
36
40
Brand Awareness
31
32
38
Ad Awareness
50
61
70
Top of Mind
31
38
42
4.5.2 Lifebuoy
After the successful efforts of Safeguard for animated advertisements and the success
of the main character of Commander Safeguard, made Lifebuoy to do the same.
The
organization understanding the misfortune begun taking a shot at its limited time battles.
Through its 'Germ Buster' picture fabricated by means of ad and initiations, Lifebuoy has been
ready to make new client portfolio. Lifebuoy cantered vigorously on building its germ murder
qualifications through an effective 'Lifebuoy Germ Buster' enactment made a good comeback
in the market but for the only smaller span of time. This battle was not quite the same as others
as it recommended a genuine legend. Since, the contenders were kids themselves and the germs
were animated it somehow managed to drag some audience from the Safeguard campaign, yet
the jingles of the Safeguard and the germs character were more interesting it did not get the
targeted results. Youngsters are likewise furnished with a chance to turn out to be a piece of
the Germ Buster group for their forthcoming commercial and the qualification criteria is to
purchase Lifebuoy antibacterial cleansers. This has expanded offers of Lifebuoy and upgraded
mark value, yet over the years Safeguard has retained the higher market than the Lifebuoy.
Table 2: Lifebuoy Brand Evaluation
Categories
2015
2016
2017
Usage
33
35
25
Brand Awareness
40
39
20
Ad Awareness
13
11
8
Top of Mind
5
8
7
4.5.3 Tetra pack Milk
Prior to the ongoing vivified crusade, the intended interest group was seniors
(guardians). Afterward, it was understood that milk is vital for youngsters and even though
guardians spur their youngsters a ton, their utilization is low. Tetra Pak's progression towards
energized battle was generally welcomed and has possessed the capacity to take off an
impression in the crowds' psyches. It is however too soon to survey the effect and most likely
in half year's day and age, one would be in a superior position to measure its impact.