Well, what do you think of social networking sites, particularly facebook? I am quite fond of it, not only because its a forum where I meet my friends, but also where I learn.
I have joined the afaqs community on facebook that updates me on new arrivals on the site. Today I came across a lovely ad of Parle's sugar free bonbons, Lite.
The ad is sweet and attractive enough to gauge attention. It shows Sumo wrestlers being taught Belle. In this form of dance, you are supposed to put your entite body weight on toes. These bonbons make those bulky and heavy wrestlers feel light and fly.
The ad is very sweet and is a delightful watch, but I am not convinced with the approach. They used attractiveness in ad which is quite fine, but as the product is a new food category in confectionery foods in India, people are unaware of Bonbons. As such, is it justified to focus more on accompaniments of the ad, rather than product? As the product is new, people have to be educated about the product. The focus should have been on bonbons and its attributes.
Now, this product is absolutely a want or desire based product, not a need based. Also, it is a low involvemnet purchase. As such, the purchase would be absolutely emotional with not even a hint of rationale. As such, product attributes aren't important. But as a matter of fact, this product is new and as such, people need to be educated and hence, focus on product attributes is crucial.
Well, lets see how the product fares in terms of sales. I hope Point of Purchase advertisments are informative enough to convince the customer to buy the product.
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