Reynolds

Brand name: Reynolds Product: Reynolds Pen Agency: Jwt, India Country: India Category: Stationery Released: November
2009
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History
Reynolds is synonymous with writing, just like Bata is with footwear or Tata with tea or salts. The brand brings back memories of the ubiquitous blue-and-white pen simple, cheap and dependable during those never-ending make-and-break annual school exams. Though originated in France in 1927 at la Ferte-Milon, the company headquarters later shifted to Valence. In 1999, the brand was taken over by Sanford Corporationthe writing instruments division of the US-based $ 7-billion Newell Rubbermaid group. In India, too, Reynolds has been an able companion to millions of students in their successes and failures since 1986, when it was brought by GM Pens International, the licensee of Reynolds, in the domestic market. Riding on brand Reynolds, GM Pens has gone on to become a pioneer in the writing instruments market, turning the commodity-structured market into brand-driven one in nature. It invested substantially in manufacturing plants at Chennai and Pondicherry and state-of-the-art R&D to ensure its leader role. Substantial investments were also made in the mass media, especially television and press, to establish Reynolds. Today Reynolds products are available at 300,000 retail outlets across the country with a network of 1800 redistribution stockists and 27 main stockists, it has a 15 percent share in the estimated Rs.1,800-crore writing instruments market with annual sales of around Rs. 250 Evolving Communication Reynolds commercials started around 1988-1990 and had French models to showcase its international credentials. Then came another commercial Reynolds, the pen that world prefers centering around the international theme and showcasing people from different nationalities and regions using Reynolds. Soon, it established itself as a top brand in the writing instruments category and became an intrinsic part of students life in the country as almost a generation grew-up using Reynolds pens. Around 1990s, Reynolds brought emotional touch to its communication and came up with building bonds with words or shabdo se bandhan banaye campaign featuring people from various walks of life like students, professionals, etc. Then it came up with another campaign tag lined With my Reynolds, yes I can. This was the fourth stage of Reynolds advertising and most of it focused around the mother brand. Next stage came when it started advertising for various sub-brands like jetter, markers and highlighters. However, the most visible was the jetter launch campaign around 1988-1990. That time jetter was the only retractable pen with a reliable click-open technology. It had an economic slim look and has been one of Reynolds most successful extensions here. 1990s onwards several category-oriented campaigns were launched around sub-brands like water proof gel pens and razor pens. Many kid products like argon pens used for coloring purposes were advertised in a big way on children-oriented channels like Pogo, Cartoon network, featuring animated
Brand name: REYNOLDS

commercials apTo cut through the media clutter, Sachin Tendulkar was roped in as brand ambassador two year ago. The first ad featuring Sachin had him playing dumb-charades with a group of kids where he comes up and picks a Reynolds written card, which he tries to enact through gestures like a forward movement meaning go on, pointing to him meaning international, and steps like that. somethingbefor appealing kids..
4. Planning a campaign campaign research

Background research will often have been influential in the decision to commence a campaign, and contributed to identifying the issue or opportunity to be addressed. Further, more comprehensive research will also ensure that the campaign builds on others research and experiences. What works and what doesnt? Gathering all relevant information assists in developing a rationale and approach for a campaign. Some additional research considerations may include:
1. Previous campaigns on this issue?
It can be extremely valuable to review similar advertising campaigns from within your own agency, from interstate or overseas campaigns. Reviewing the approaches and outcomes of other campaigns can enable you to utilise elements that were effective and can establish a benchmark on how to improve your own campaigns. Where campaigns have already been run within your agency you may be able to utilise research and outcomes as further rationale for an approach on a new campaign.
2. What existing activities should be linked?
An advertising campaign will only run for a period of time, so it is beneficial to build ongoing awareness or opportunities for your target audience to access further information. Utilise your campaign where possible to drive the target audience to locate further or related information that may be valuable to them. This can be done by providing more information on agency websites or through information phone numbers.
3. What else is going on around you?
It is important to consider other marketing strategies or competitive campaigns that have also run on your topic, or may be in market. What tactics do others use to get the attention and engagement of your audience? If you can find out about upcoming advertising or communications by related nongovernment or Federal Government organisations, think about how this could impact your messages. What will be happening in the media market during the time you are thinking about advertising - do conditions require extra-long lead times? Is it going to be end-of-year retail period and your message may be lost in the clutter? MediaCom can provide advice about media conditions.
4. Conducting additional research?
It may be appropriate to engage a research company to conduct tailored exploratory research to inform your approach, for example:

Qualitative research tools such as focus groups and one-on-one interviews may be useful for gaining a deeper understanding and insight into the audience. Quantitative research to quantify (support with numbers) opinions, assumptions or behaviour. Methodologies may use large samples with structured questionnaires or surveys.
12. Monitoring & evaluating

As part of the peer review Advertising Submission, you will be required to outline your plans to monitor and measure the success of your advertising activities. The evaluation phase of a campaign is an important stage in assessing what did and did not work and analysing if the objectives of the campaign were met. The findings are also useful in guiding future campaigns. Developing relevant and realistic objectives during the planning stages of the campaign is vital to post campaign evaluation. Where possible, for each of your objectives, you should have established precampaign benchmarks and specific targets compared to those benchmarks.
Evaluation methodologies:
There are no specific requirements in relation to evaluation methodology, use of research providers or budget allocation. You should conduct evaluation that is relevant, cost-effective and meaningful for what you are trying to achieve and the methods used. Evaluation costs are included as part of the total budget for the campaign. Where possible, internal data sources should be captured. Examples of data sources may include:

Website statistics including page views, collateral downloads and search engine rankings. Online research is a cost effective method of gathering campaign evaluation information. Communication such as phone calls, emails, customer enquiries etc. Qualitative data from stakeholders involved. Monitoring of social media comments or discussions about the campaign.
Internal data sources in conjunction with media tracking information from MediaCom will allow you to effectively monitor the impact of the campaign whilst it is on air. Careful and considered analysis of the media performance will allow you to adjust and optimise the media plan to emphasise the more successful channels. Ensure you talk to your MediaCom buyer about this. There are various paid evaluation services available from research and communications companies. These services use a range of consumer and media research methodologies such as ad recognition, brand linkage and demographics, and are suitable for a range of campaigns.

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Brand name: Reynolds Product: Reynolds Pen Agency: Jwt, India Country: India Category: Stationery Released: November

Brand name: REYNOLDS

4. Planning a campaign campaign research

12. Monitoring & evaluating

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