On Tuesday 29th March 2011 our production team conducted a short focus group with our class. This focus group gave our team an oppertunity to further research our target audience. The focus group allowed us to have an in depth disscusion with our audience thus collecting more informative responces, as apposed to a brief survay where we only recieve one sentence or in some cases one word responces.
Ben was our spokes person for the focus group and it was his duty along with my own to motivate our audience into providing us with informative answers. We found out what people like about Persil and what they do not like about Persil. Some of our audience members had conflicting opinions, for example some members said that they liked the fresh smell of Persil, whereas others thought that the smell was boring and needed a more interesting scent. Although thought and opinions did clash, it was all useful to our team becuase we now know that not everybody will like every aspect of Persil products, this is why we must emphasise the things that they already like and the things they would like, for example, in our advert we could say that Persil still gives a fresh smell but is now more interesting.
Thursday, 31 March 2011
Tuesday, 29 March 2011
Advert analysis 2 CN
Advert 2 small but mighty
In advert two the story is of children who are just like the new Persil small but they are mighty and strong for their size. The settings for this advert is mainly like all Persil adverts and is based outside in nature. Again most people in this advert are young children enjoying their childhood. As the slogan for this advert is “Every child has the right to be a child”. In this advert the conflict is that children are outside enjoying themselves and they are small, but the resolution is that even though that they are small they are mighty and are able to be small but strong just like the new Persil that is concentrated and there is not as much but it is just as strong.
In this advert the camera shots that they use are mainly two shots, with more than one person in the shot in these shots the two objects conflict as mainly one small child and then another large object or person and how the small person can be just as mighty as the large object.
In the advert the main colour scheme as in many Persil adverts is green as the children are in nature, in the advert the children are wearing either white or wearing bright vibrant colours that stand out to the viewer In the advert the props that they are using are props that children will enjoy like seesaws and rubber tyres that children would play with at the park appealing to the child.
The target audience for this advert again is for parents again as when their child has been outside playing they can then get there clothes back nice and clean with Persil small and mighty.
One advertising technique that has been shown is promise of benefit as their child clothing will clean and also letting their child enjoy their childhood. Another technique that they have used is exaggeration of how small the children are in the advert but they have used it will to show how the new Persil small and mighty is used.
adverts analysis 1 CN
Advert 1 Persil gel tablets
In advert one the story is of different children and their activities outside where they could possibly get dirty in the outdoors. In the adverts the characters are two girls running through a field, a boy pretend fighting, Dad and son fishing and a girl playing football. The conflicts in these adverts are is that they have got dirt on their clothes and how are they going to them clean again so they use Persil colour gel tablets.
In the Persil advert they use many different types of camera shots and angles, to show what is happening in the advert they use mainly medium shots to show what is happening in most of the shop. In the advert they also use close ups to show detail or the expression on the characters faces in the advert, to show their feelings.
In this advert they have used for their colour scheme as mainly green and brown, to show that they are outside and are enjoying nature and are not worried getting dirty, most of the children in the advert have white or bright clothing to show how dirty they can get when their outside.
The target audience for this product will be parents buying Persil as it is a good for their children’s clothing as it promises brilliant cleaning for vibrant colours.
In the advert the main advertising technique, in this advert is the promise of benefit for the parents because however vibrant the clothing it will still make it clean. In this advert they also use the nurture technique for the parent looking after their child in the best way by using Persil. Another technique that is used is escape as the advert shows the child escaping, and being in a world of their own which will appeal to children watching as they will want to do that.
Survey Analysis MS
According to these results, 60% of the 52 people we questioned said that they or their parents use Persil products. This works us because we know that the majority of people use Persil products. In the focus group we will ask the group what they like about Persil product and also why they do not buy Persil products.
According to these results the majority of people we survayed said that they do not think that Persil products are not appropriately priced. This means that in are advertisement we will have to use techniques such as 'promise a benifit' so that people think that Persil is worth the price or 'make an offer' so that people feel tha they are being treated fairly.
According to these results, the majority of people we survayed said that hey prefered Persil to any other of the big name brands, Persil was followed by Daz then Bold then Ariel and finnaly Surf. This is useful information becauae we can now find out why people prefere Persil and what they do not like about products such as Surf.
When asked 'How could Persil products be improved, a popular response was that the small could be improved, many people suggested a fruitier scent. With this information we could say that Persil products now have a fruitier smell, we could use a slogan such as 'Persil, now with added fruit.'.
Some people said that they do not buy Persil because they are allergic to it. With this information we could make a scientific claim in our advert saying that people with allergies or things like eczema can now use Persil because we have made it dermatologically friendly.
Many people agree that Persil is quite expencive for what you actually get. With this information we can make an offer in our advert, we could either give a reduced price or increase the size of the products, for example by 20%.
This survay has been useful to our planning because we now have a better understanding of what our target audience think of persil and so we have a better understanding of how to advertise our product.
When asked 'How could Persil products be improved, a popular response was that the small could be improved, many people suggested a fruitier scent. With this information we could say that Persil products now have a fruitier smell, we could use a slogan such as 'Persil, now with added fruit.'.
Some people said that they do not buy Persil because they are allergic to it. With this information we could make a scientific claim in our advert saying that people with allergies or things like eczema can now use Persil because we have made it dermatologically friendly.
Many people agree that Persil is quite expencive for what you actually get. With this information we can make an offer in our advert, we could either give a reduced price or increase the size of the products, for example by 20%.
This survay has been useful to our planning because we now have a better understanding of what our target audience think of persil and so we have a better understanding of how to advertise our product.
Survey Analysis BA
These are the results we gathered from our questionnaires, they show that 60% of the people we asked buy Persil products, this is a good start for us, because it shows that Persil is already a great selling product.
According to the 52 people that replied to my e-mail, not many of them thought that Persil was appropriately priced, this could imply that either Persil is either too expensive, or too cheap, but i don't think people would be complaining if Persil was cheap as chips.
According to the results i recieved from this question, Persil is on top of its opposition in the opinions of the people i asked.
When asked how Persil could be improved, the majority of the people we asked wanted a better/fruitier scent, and more variety to the scents of the existing products. An interesting result was that someone asked for Persil to be more dermatologically friendly because he has eczema and Persil is really harsh on his skin.
When asked how Persil could be improved, the majority of the people we asked wanted a better/fruitier scent, and more variety to the scents of the existing products. An interesting result was that someone asked for Persil to be more dermatologically friendly because he has eczema and Persil is really harsh on his skin.
Wednesday, 23 March 2011
Advert Analysis 2 MS
This is a Persil advert, which was published in the 80's. It has become a very well known advertisement.
The advert begins with a young skin head shouting his mum asking where his red shirt is, she tells him that the shirt is most likely on the floor where he threw it. The boy is not happy with this and continues his shirt. His mother appears to be leaving the house and shouts to him to wear the white shirt, the boy is says that he will wash his shirt himself. Every begins to go wrong for the skin head as he has no idea how to wash his clothes, we see this because he tries to put his dirty washing in the oven and then the dishwasher, before eventually finding the washing machine. As he is clearly incapable of washing the shirt, he decides to wear the white shirt. We then see him walking down the street looking smart in the shirt that his mother suggested. He notices his reflection in a shop window and likes what he sees.
A mid shot us
Tuesday, 22 March 2011
Advert Analysis 1 MS
The shot types used in this advert are one of the many elements that make this advert effective. Establishing shots are used to show the audience where the advert is set, for example, at the start of the advert the establishing shot shows us that the robot is in a shed like environment. At the end of the advert, an establishing shot is also used at the end of the advert when we see the young boy standing in the puddle. Close up and extreme close ups are used throughout the advert to show the audience what the robot is doing, it also allows us to see why the robot is changing.
The mise en scene of this advert is fairly straight foward it is set in what appears to be a large garden and required a shed and possible either/both a robot costume and CGI.
The target audience for this advert is clearly parents, it sends a message to them that no child should have to stay indoors and hide from dirt. This advertisement triggers a parental instinct because it shows a child having fun.
The sounds in this advert is what makes it so special. Througout the advert there is a muscal sound track of a piano. The piano is a good feature because it influences the way the audience feels throughout the advert, for example at the start of the advert, we feel sad becuase the music is slow, however towards the end of the advert the tune's tempo increses and so our mood is lifted.
There is also some ambient sounds such as birds singing, as well as diegetic sound.
The main advertising technique used in this advert is nurture, the fact that there is a child in the advert instantly trigger a parental instinct and so people believe that if they buy Persil, there child will be able to be a 'homo'
Advert Analysis BA 2
This is a Persil advertisement from the 70s/80s, it shows a child, around 11 years old playing football in a rather muddy feild, it's clear that the child is really enthusiastic about his sport, because he is running through everyone, and immediately gets up when he is tripped and covered in mud. He continues to run, and ends up scoring with an elaborate overhead kick, which results in his perfect white kit getting even filthier, much to his mothers' dismay. Who, in the next shot, is stood over the sink shaking her head and looking at the dirty shirt.
The sound running in the background includes a typical 1970's sports-cast theme song, and a voiceover from an old sounding man with a cliche voice, saying: "If you're the mum of a champion mother, then you're the mum of a champion dirt collector"
After the Persil wash, the shirt is bright white again, as if it was brand new, and the child is back on the pitch again in no time, looking fresh and whiter than white. The editing is poor, but I suppose that's a given considering the technology and talents of the time. The camera quality makes the picture hard to distinguish.
Market Research MS
Persil has a number of competetors, each competator has a different way of gaining customers. for example Ariel is well known for its 'fresh smell' and so they use thins to there advantage. Areil promises a benifit through there advertisements by claiming that if people buy this product then they will not be able to resist smelling the 'freshness'
Bold is another one of Persils competators. The name 'Bold' suggests that the company is tough, however the advertisments suggest otherwise. Bold use a technique called peer approval, they suggest that if someone were to use Bold, they will be more 'huggable'. Bold also use a talking head technique in which they ask children what a 'hug from mum' is like.
The final main competator for Persil is Daz, Daz uses a technique called dramatic conflict. All of there advertisements are filmed like a soap opera, in this soap there is always a problem, such as a man cheating on his girlfriend, or somebody spilling a drink on there expensive shirt. It is always Daz that 'saves the day'. This is an effective way to advertise a product because it makes the product seem more dramtic and so the people who use it will feel asthought they are in a real life soap opera.
All of these cleaning products are unique and effective in there own way and so it is important for persil to stand out. They do this by not only promising that they can clean out stains, but promoting dirt, particually in children. This is espesially effective because children want to do things that will make them dirty and so Persil can always be there to clean the mess.
In terms of price, Persil are good for money there washing powder works out at 18p per wash
Advert Analysis BA 1
Persil: Small and Mighty
The first shot in this advertisement shows a bottle of Persil small and mighty, on a table, in a pristine, bright white room. The cap pops off, falls to the ground, and explodes, throwing clean clothes of all types all over the place, in a pattern similar to a fireworks display. The fact that the clothes are for children and adults, both male and female could indicate that Persil’s old family values are still shining through. However, the majority of the clothes exploding from the cap are in fact, female; indicating further that the act of cleaning is dominated by women. I believe that the target audience for this advertisement, and for the whole Persil range, is young mums, aged in their late 20s or early 30s, purely because the advertisement follows every other, in that it follows the ‘nurture’ advertising technique, and promises a benefit.
The advert starts off slowly, but after about 5 seconds, it begins to move off into rapid fire cutaway shots, showing clothes flying off in all directions. I like the style of the advertisement because it displays masses of colour over the top of pure bright white, which when displayed in high definition looks great, and is really eye catching.
There are no characters in the advertisement; the only thing in the advert that remotely resembles a character is the cap of the detergent, which leaps off the table, and into position, before exploding. The lighting is very bright, indicating that the room is remarkably clean, subliminally claiming a promise of benefit.
The camera angles are very varied, but mostly wide, and long shots to show how large the explosions of clothing are. But, as with every other Persil advertisement ever to have existed, it ends with a mid shot of the product, on top of a table, or kitchen worktop, with a slogan running along the bottom of the screen.
Wednesday, 9 March 2011
Market Research CN
Market research
In the laundry detergent industry Persil is the leader of the industry but they do have competitors some of them are Fairy, Ariel, Bold and Surf. These are some of their best prices.
Best prices:
Persil:
4KG box, 50 washes £6.00.
Daz: 42 washes 3KG £8.17.
Ariel: 42 washes 3KG £10.21.
Bold:42 washes 3.36KG £10.42.
Surf:50 washes, 4KG £10.21.
Persil:
4KG box, 50 washes £6.00.
Daz: 42 washes 3KG £8.17.
Ariel: 42 washes 3KG £10.21.
Bold:42 washes 3.36KG £10.42.
Surf:50 washes, 4KG £10.21.
Persil Research continued BA
Best deals:
Daz:
3KG box, 42 washes = £8.17
Persil:
4KG box, 50 washes = £6.00
Ariel:
3KG box, 42 washes = £10.21
Bold:
3.36KG box, 42 washes = £10.42
Surf:
4KG box, 50 washes = £10.21
All information Copyrighted by Benjamin Arnold © ™
Source: http://www.mysupermarket.co.uk/shelves/Laundry_in_Tesco.html
I emailed Persil to see if they had any information on sales and competitive figures, and all i got was a reply sending me to the Unilever website.
| Dear Sir/Madam, Thank you for your recent email. Unfortunately we don't have any relevant information which we can send you. However, you might like to look at our company website - www.unilever.co.uk - which has a lot of information about Persil. You will also find links to some other useful websites. I'm sorry that we can't help further. Kind regards, Khalid Rashall Careline Advisor |
And the website proved fruitless.
Tuesday, 8 March 2011
Persil Research BA
Persil is a brand of detergent which boasts the title of being the worlds first commercailly available "self activating" brand of it's kind. It was introduced in 1907 by Henkel and Cie in Düsseldorf, Germany. Many of the Persil advertisements involve dirt of some kind, considering the slogan is something as unorthodox as: "Dirt is good"
"According to Nielsen figures, sales of Persil between September 1994 and August 1995 total 185.5m, a drop of 19.4 per cent on the previous year. Three years ago, Persil was the UK's number one grocery brand by value. But since the Persil Power fiasco it has slipped to fifth position, one place behind its main rival, Ariel."
Persil research CN
Persil is a brand of laundry detergent currently and originally made by Henkel & Cie but which is now also licensed for manufacture, distribution, and marketing in several countries by the Unilever Corporation. Persil was introduced in 1907. Persil is notable because it was the first commercially available "self-activated" laundry detergent. Persil is sold in powder, liquid-gel, liquid detergent, liquid capsule and tablet forms. In the laundry detergent market Persil does have competition from products such as Ariel and Lenor and surf so they are always trying to improve their products.
Thursday, 3 March 2011
Persil Research MS
Persil is a cleaning detergent which was introduced in 1907. Since then it has become well known for promoting the removal dirt. They do this through their advertisement and slogan, "Dirt is good." Many of their advertisements involve children getting dirty, this is effective because it will trigger a parental instinct in the target audience of parents. Persils' slogan is effective because it makes the brand seem more effective than others. Where mos people would be to scared to do anything that would get their clothes dirty, Persil reasures them that no matter how dirty your childrens clothes get, Persil will be able to get the dirt out.
Persils' main competetors include Bold and Ariel.
Persil is an extremely well known brand; it has become a household name, even if the homeowner does not necessarily buy Persil products. Persil is an instantly recognisable product and because of its recognisability it is considered reliable.
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