Question

Explain how these organizations make use of digital media to represent their brand to specific segments of the market.

select three organizations that you have seen advertised (select at least one service and one product among the three organizations). For each of the organizations, review its website, specifically focusing on the digital media used to market its products or services.

Answer 1

The selected organizations:

1.Bharti Airtel (Service)

2.State Bank of India (Service)

3.Lifebuoy (Product)

Explain how these organizations make use of digital media to represent their brand to specific segments of the market. Describe the symbols each of these organizations employs.

1. Bharti Airtel:
https://www.youtube.com/watch?v=T9BlI9nhqTE

The above advertisement is related to a smart phone network. In this ad the company has targeted the professionals those who use smart phones frequently. Especially, the advertisement has focussed on the role of smart phones to maintain a good relationship. For this the advertisement is featuring a phone in which the video call made is quoted with the Airtel and 3G symbol as well. It explains the need for best network for smart phones that can be used by professionals.

2.State Bank of India
https://www.youtube.com/watch?v=-_kZWs5vsgo

It is related to Home Loans. In this advertisement, the banker focussed on the problems faced by middle class people i.e; High EMI. It has nicely narrated as how the middle class people think when they thought about home loans. The company has used a symbol i.e; a tour by the family shown in the advertisement

3.Lifebuoy
https://www.youtube.com/watch?v=-MFYNEwvVR4

The ad has targeted the middle class people who are using soaps. The ad is developed based on the new technology the company has come up with i.e; Active Silver. It has been rightly shown in the advertisement as how the active silver can protect the people from germs in a very and clear cut way using silver symbols on soap as well.

Provide an explanation of the intended messages the symbols convey to potential buyers. Use specific, direct evidence and examples to support the assessment. Explain how the symbols being used in the digital media attract or align with the targeted segments. Your analysis may find that the symbols do not align with the targeted segment; if so, be sure to explain why.

1.Bharti Airtel:
Message delivered: Now a day professionals are busy with the work at office and sometimes it could also harm the relationships. But a smart phone can be used to eliminate the problems by having proper communication with a proper network. The main evidence is the husband shown in the advertisement have faced some pressure may have a chance to be serious at wife. But soon after when his wife video calls and shows her love using technology has completely such feeling by the husband.

2.State Bank of India:
Message delivered: Middle class people will have desires at the same time they don’t have enough money to enjoy everything. One of such is have an own home. The problem shown in the advertising is high amount of EMI charged by the other bank. As the company has devised a strategy and reduced its home loan interest rates. It has proven that people can switch from other bank loans to SBI home loans. Evidence shown is the tour gone by the couple.

3.Lifebuoy
Message delivered: The skin problems are getting severe now a day. To face them, ordinary protection is not sufficient but the protection by the active silver could eliminate the various skin problems. It is evidently shown in the ad that a silver paper moulded on the sweet protect itself from germs.