Whisper V/s Stayfree !!!

Well known brand Stay free Sanitary Napkin which has covered good market share against rival brand Whisper. Almost more than 90% sanitary napkin (Menstrual period) market is covered by Whisper and Stay free brands, whereas Sofy brand is following its. Yes, Sofy brand has not made strong image in Indian market.

Whisper & Stay free both brands having wide range of sanitary napkin as well as offering customized products too as per target group market (Including teen age girl, working/corporate or married women).

Recently, few months back, Stay free has released new television commercial for different target market which has conveying message on “Aab Waqt Hai Badalne ka”(Now, Time has to change)”, this punch line is good which is influencing in mind of consumers (Women/girls).

Stayfree Tagline: - “Aab waqt hai badalne ka” (Now time has to change)

Whisper Tagline: - Have a Happy period

Advertisement Link of Stayfree brand: -

http://www.youtube.com/watch?v=2D37T-4fpd4 (Latest TVC)

(Latest “Morcha” campaign):- http://www.youtube.com/watch?v=xjH4aEP4QKo&feature=related

http://www.youtube.com/watch?v=adiLRA5kUTg

Stay free Campaigning Strategy: - The latest TVC of Stayfree where two corporate women are talking in car and worrying about an accident, they are looking on road but no one has found to help those aged couple. Then quickly one woman is coming out from car & going to help them. And, then suddenly other woman talking with her friend whereas her friend is replying “ Yahi toh soch badalni hai ( This thinking has to change)” and at the end voice over saying “Aab waqt hai badalne ka”. Now time has to change.

And another campaign “Morcha” which is trying to connect with country and focus on same message “Now Time has to change”. That lady is picking up dust paper from road and put it into dustbin, then explains to her friend about “Desh ki soch badalni hai, yahi toh soch badalni hai”.

Conclusion: - Overall, it shows “Thinking power of women/girls” in order to remove fear and feel protect from menstrual Period. But, in “Morcha” campaign when it connect with country, suddenly it gives reminisces of “Tata Tea” brand campaign “Jaagore (Awaken)”.  

Stayfree campaign is not giving that much effect compared to Whisper brand. Whisper is also came with new TVC recently on “Possible” i.e. “Whisper hai toh Possible hai”.

As well, recently, Stayfree has come up with new TVC which is on offering tips that how many time it require to use in a single day. Such differentiation gives good effect where consumers get information who does not know in detail.
Finally, if we talk about Whisper and Stayfree, then both brands do not require to much focus on brand awareness because majority consumers are already aware as well as using both brands.  But, if both brands will focus on other various U.S.P features, it will give more influence and building up image. Ultimately, Whisper, Stayfree or Sofy brands are focusing awareness in order to remove fear, inconvenience & feel protect during period. So, it needs strategy on tips, guidance, information, experience etc which will be giving much influence.

As well, Whisper & Stayfree brands are being used by Lower middle class, middle class, upper-middle class and Upper class despite of showing different target market in TVC.

Therefore, such brands need to consider lower-middle class and non-educated too who don’t have much knowledge. But still they are using by getting information from colleagues. 

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Complan, Horlicks And Bournvita V/s Energy of Milk

A strong rival brands “Complan, Horlicks and Bournvita” are now conceptually focusing on “Energy of milk”. All brands are targeting on children growth by which conveying common message i.e. it includes many types of vitamins, proteins, calcium which will make strong bones, gives energy & growth.

Recently Bournvita has released the aggressive campaign on “Getting Calcium from milk or not?” It has shown in television commercial where one mother is asking to another mother that “what are you doing for calcium while you are giving milk to your child?” And, that another mother is replied thrice time “I am giving milk to my child”.

Ad Link: - http://www.youtube.com/watch?v=0SF4nMqqWdA

At that time, first mother is pointing out that “your child is getting calcium from that milk or not!”. Then quickly, another mother feeling confuse and thinking, what does it mean?.

And at the end of campaign voice over conveying message that “Use Bournvita which will be quickly absorbing with milk where children can get good energy”. Overall, Bournvita campaign is seems like as Horlicks campaign. As well, Bournvita has executed similar concept as like Horlicks.

Horlicks is now coming with the punch line “Dudh main Horlicks Milao, Dudh ki shakti badhao i.e.( Don’t drink milk without Horlicks) which is targeting to children.

Therefore, Bournvita also came up with similar concept. However, this campaign has been come back from market due to “your child is getting calcium from that milk or not!”. And, again it has come up with new one tvc campaign. That prior campaign was giving negative impact in market and television viewers also feeling clutter because it has launched very aggressively as well as running continue through out day. New campaign is good and it may again change the mind from old campaign.

If we talk about Complan brand which is being promoted by punch line “I am Complan Boy” since brand launching years. Today, Complan brand is also focusing on that same “energy concept” but it is more focusing on “Height wise growth”. The TVC shown that children will grow four time fasters than normal one if they will use Complan.

Recently, Complan has also released campaign in which a crowd of mother is visiting to “Department of Nutrition” where a Doctor is explaining the benefits of Complan. The main thing is that showing “Department of Nutrition” in order to attract consumers and getting trust from consumers.

Ad Link: - http://www.youtube.com/watch?v=xotxJBBzbrQ

Conclusion:-

It may give negative impact if such brands will be promoting by over-act. It gives clutter too where viewers may avoid advertisement. Because, everyone Indian is know very well about “Complan, Bournvita and Horlicks”. So, it does not need to promote by over-act or very aggressively where it feels clutter.

“One Milk, Three Brands Complan, Horlicks & Bournvita.” So, Do you want Energy of Milk? 

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Packaging Strategy with Innovative concept

Company Brief:-

Vini group of company has established in March 2010, a founder of company Mr. Patel had been working with Paras pharmaceutical as well as handle many brands of Paras pharmaceutical. Vini group of company is offering various cosmetic as well as healthcare products. As well, it has been released only cosmetic, skin care and hair care brands.

There are few brands available in market like ‘White Tone Face Powder, Quco Hair perfume, 18 + Deodorant’. All brands are taking position in market as respectively segment and trying to cover up market share.

Overall, brands are targeting on premium segment and more targeting to youth class categories.

Recently, Vini group has released new body spray brand ”Fogg” for men and television commercial has already been released with good concept where no any other body spray brands have not been released advertisement yet. So, it can say that it will be U.S.P of ‘’Fogg”.

Brand: - Fogg (Body Spray)

Punch line: - Phir Khattam (Again Finished)

Advertisement Link: - http://www.youtube.com/watch?v=NP3H1z8bxY4

Campaigning Brief & Strategy:- The television commercial is focusing on unique feature where a young person is spray on his body but, he just feel as bottle has emptied soon and again then quickly his mood off and thrown that empty bottle. The reason is shown that more gas in bottle than spray and spray is empty very soon.

At that time, a voice over is introducing new Fogg brand body spray which gives pure perfume with full of bottle. As well, it is also showing difference between Fogg brand & normal other body spray brand.

Normally, whenever we spray on body, many times it feels that less spray & more gas where bottle is finishing soon. So, the main strategy is focusing on “Packing” point of view where Fogg brand is taking an opportunity to establish in market by conceptually.

It can also say that this concept may be impact on other rival brands either directly or indirectly. And, this “packing” concept will be core competency and U.S.P for Fogg brand.

Let’s see…How it will be impact further and get success or not.

Tata Nano V/S Bajaj RE60 (Bajaj Auto Ltd Compete against Tata Nano)

A New Year has just started and Bajaj Auto Ltd is entered in four-wheeler market in India, and starting New Year with new segment and new market against Tata Nano. Yes, a second largest two-wheeler Bajaj Auto Ltd has now come up with small car segment with very economy price under the brand name Bajaj RE60 against Tata Nano; as well compete with Tata Nano.

The RE60 (Bajaj Auto Ltd) car has just introduced today (3^rd January, 2012) in Auto Expo at New Delhi as well as also released PR too. History of Bajaj where it was starting from Bajaj Scooter to Bajaj Chetak to Bajaj Pulsar with DTSi (Digital Twin Spark Ignition) Technology to Bajaj Discover that gives us reminisces, now coming into four-wheeler segment.

Even today we remember well-known tagline “Hamara Bajaj”. I would like to share that old advertisement. Hope, you will assure enjoy and go into back memory.

Ad link of ‘Hamara Bajaj’:- 
http://www.youtube.com/watch?v=xEV8MWd1p3M&feature=related

New Brand Car of Bajaj Auto Ltd: - Bajaj RE60 (RE stands for Rear Engine whereas 60 stand for Low emissions: CO2 - 60gm/km).

Target Market: - Commercial users as well as three wheeler vehicle users market.

Price will be Apprx. : - 1, 25,000 INR (Yet not assure fixed price, it may little vary)

Bajaj RE60 launching: - http://www.youtube.com/watch?v=iTfQ9PRJZd0

Brief about Bajaj RE60:- First time, Bajaj Auto Ltd entering in four-wheeler market and it will be competing against rival Tata Nano. But, if you will see on designing part in terms of shape, it may little bit similar like Tata Nano.

The other thing is that if Bajaj RE60 will be target to three-wheeler market then it may chance to get complexity because Bajaj itself is worlds one of the leader in three-wheeler vehicle market & Asia’s 3^rd largest player. So, what will be about three-wheeler vehicle market?

Whereas Tata Nano is overall targeting to middle class people who can able to buy economy car. The strategically part may be good because recently it has been announced that Tata Nano is going to replace its starter motor in free-of –cost due to complaint from market. Therefore, it may say that good chance to grab an opportunity during this time.

Well, the competition will become good on price & features point of view because both brands are offering low cost as well as difference in features too.

Let’s see what happen further? Still Bajaj RE60 just unveiled in market. So, we can not say much more about its response.

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