Dettol V/S Lifebuoy

Dettol and Lifebuoy are very strong rival brands, holding huge market in antibacterial soap segments Both brands are very old as well as well known in worldwide market & already taken brand position in Indian market. However, both are competing strongly and aggressively in market.


The Core competency: - Both Dettol and Lifebuoy are conveying message that protection against “Germs”. And, both brands are targeting especially Children market. However, it can useful for family too.
Today, normally children are facing germs problem while playing, not cleaning wash properly etc. And, Dettol  & Lifebuoy keeps protect against germs and keep healthy family too.


Today, Hand wash sanitizer market is also growing m and family are moving towards hand sanitizer. As well, Dettol & Lifebuoy both brands are offering hand sanitizer too. Many other local brands are available in Indian market.


Recently, Dettol has introduced “No Hand touch wash” in Indian market where you can wash easily your hand without touching hand sanitizer.


Antibacterial Soap Players:- Dettol, Lifebuoy, Tri-active (Piramal Healthcare has introduced before few months ago).

                                   

Brand Campaign Strategy:-
Advertisement Link:- http://www.youtube.com/watch?v=pW-7ZBSFlgo  (Lifebuoy)

 Recently a week ago, Lifebuoy has released new TVC of Lifebuoy soap where child is facing fever,stomach pain etc. Doctor asking to parents that is child bathing daily?, Parents telling to Doctor that they are using antibacterial liquid daily.


Meanwhile, Doctor replied due to use of antibacterial liquid, it may remove germ from bucket but it will not remove germ from body. And quickly showing germs on child’s body.
Mom asking that what will be better solution for it? Doctor giving an advice to use new Lifebuoy soap “that will be removing more germs during bathing as compared to Antiseptic liquid.”


So, the important thing is showing use Lifebuoy instead of Antiseptic liquid and it is effecting indirectly to Dettol. Because, Dettol Antiseptic liquid are available in market and leader in antiseptic liquid market. Normally, it is using for wound or cut on body in order to protect against germs. But, it can also be use during bath.


If you will analyze carefully in Lifebuoy TV ad, they are showing liquid same of Dettol. Just only one difference that it has not been use rival (Dettol) brand name. But, if you will see that antiseptic liquid, quickly Dettol will be come in your mind.


Here, same concept is being used by Lifebuoy (Hindustan Unilever Ltd.) which were being used in RIN detergent powder V/s Tide Detergent Powder. In that case, it has been clearly shown of rival brand Tide in TVC of RIN powder.


The only one question that Is Lifebuoy require to use such things in order to take over market? Lifebuoy is very old & well-known brand Globally. So, it can not expect that such leading brand will come out with simple concept.


It may chance to give negative impact in market by using this TVC and it may chance to fall down from market. On other side, Dettol can create an good opportunity in order to boos up sales & build up loyal brand equity.

Advertisement Link:- http://www.youtube.com/watch?v=1tIqcGhlBSs  (Dettol Daily Care)

Dettol has also released a new TVC just before a week ago where it is conveying punch line” Dettol Daily Care” 24 hour protection against germs. Here, we can say that Dettol has executed good branding strategy and come up with new concept “Daily Care”.


Share your view …

Tata Sky FACEPACK "On Time Visit"

Again, Again, Again Tata Sky come up with new service in DTH service market. Recently, a month ago Tata sky has introduced three new serivces as well as also released TVC campaign accordingly.

Really, it can say that Tata Sky are continuously working on consumers behaviour and their needs. And on that basis, introduced new services in market for valuable consumers. It gives feeling of punch line “Isko Laga Dala Toh Life Jinga La La” where consumers can get satsifaction.


The three services introduced in a month:-
(1) Re-location service where you can bring Tata Sky any where in India and Tata Sky executive will be setting up all things well.

(2) 24 x 7 customer care center open where you can get any assist as well as you can demand of your favourite movie too.

(3) On Time Visit, No any Service Charge:- The latest service introduced by Tata Sky.
Advertisement Link:-  http://www.youtube.com/watch?v=rps2m6rXwFw

Normally, we believe that to provide in-time service is much important in any service sector. As well, company can not run lnoger if it is not providing on-time service. So, it also require to make “Service maketing Strategy” with branding strategy in order to fulfill consumers/customers satisfaction & make them loyal.

Consumers can be satisfied only if they are getting good brands & regular service. And, due to highly satisfaction, consumers can become “Loyal Consumers”.


In today’s competitve scenario, it is much important that make your consumers/customers more loyal than get new consumers/customers. Otherwise, consumers/customers churning ratio will be go high.

The same thing is being done by Tata sky that it is always coming with new services at regular interval, new concepts as well as breaking clutter branding campaign.

DTH (Direct to Home) Service Players:- Dish TV, Tata Sky, Aritel Digital TV, Reliance Big TV, Sun Direct, Videocon D2H are major players.

Brand Ambassador (Endorser) :-
(1) Dish TV :-  Bollywood Star Mr.Shah Rukh Khan (Endorsing every Dish TV campaign)
(2) Tata Sky:- Bollywood Star Mr. Aamir Khan (He is endorsing on special new service campagin normally)
(3) Airtel Digital TV:- Bollywood Star Mr. Saif Ali Khan & Miss Kareena Kapoor
(4) Videocon D2H:- Bollywood Star Mr. Abhishek Bachchan (He was came initially launching, but now TVC of Videocon is not coming)

Yet, non of brands have been introduced such services in DTH service market.So, it can be good opportunity to build up strong brand equity, loyal & satisfy consumers and differentiates from rivals.


The another important thing is that to fulfill “PROMISE” which is being an offered by Tata Sky. Tata Sky has introduced services, is good thing but the most important thing is to make it fulfill well which has been shown in TVC. Once it will get success, then assure non of DTH serivice rivals can beat Tata Sky.


Let’s See How Tata Sky will get feedback?
Share your views…


Note:- If you have Tata Sky and already used any of service, kindly share your views which will be beneficial to others.

Keep your Brand YOUNG

It must have to require brand updation on regular interval.

The fact is that today your brand are holding good position but it may chance to get dow tomorrow. Becasue every brands are trying to get good position in respectively field.

One nice video on "Keep your brand young" , 

Link:- 

http://youtu.be/kZzSRs0Wy6I

Hope you like video..Enjoy and Make your Brand Young

Master Blaster Sachin Tendulkar And 17 Brands endorsing by Sachin

“Sachin, Sachin, Sachin!!!”. A “Master Blaster” Indian Players “Sachin Tendulkar” has made his 100^th century, it was an amazing cricket innings and biggest achievement.

Really, Sachin Tendulkar is himself big brand & one of the most inspirational person in sports field where majority small children / young one are taking inspiration from Sachin. In India, numbers of small children are saying that “I want to become cricket player like Sachin”, I want to become Saching Tendulkar”.
Since many days, people were awaiting for Sachin’s 100^th century, an ultimately it has been an achieved by Sachin Tendulkar as well as he has already been made numbers of world record and still his efforts is going on n on…That’s why he is calling as “Master Blaster”.


 Now, you can think that
“How Sachin Tendulakar is known as “Master Blaster”,
How he has created his brand image & brand equity,
How he has made world record,
How he is playing strategically?”


 Sachin has never fell down or run away from ground despite of getting failure. Same he has been done lots of tried to make 100^th centure against Austrlia Cricket Series but he could not be done. But after lots of efforts, finally he did and proved.


Today, Sachin Tendulkar is endorsing 17 brands including 
Boost, Coca Cola, Toshiba major appliances,
Adidas, Jaypee Cement, Aviva Life Insurance, Reynolds, ITC Sunfeast,
Canon Camera, Castrol Oil Power 1, Active & GTX,
Royal Bank of Scotlant, luxury Swiss watch Audemars Piguet and others more.


After 100^th century of Sachin, few brands have already released new campaign while other brands will be coming soon with Sachin’s new campaign. 


Despite of 17 brands, many more other brands are awaiting to get sign deal with Sachin. As well, Coca Cola has released  first time new campaign with Sachin regaridng INR 20 per Coke can which is based on “Happiness Can”. 

If we take few example with brands which is being endorsing by Sachin Tendulkar:- 
(1) Toshiba (Leading Innovation):- Few months back, new TVC campaign has been released by Toshiba laptop, first time 3D/2D concept based in India where Sachin Tendulkar conveying message “Are You Reaady For More?”. 


Advertisement Link:-  http://www.youtube.com/watch?v=GtZ1teRvyAE


 But, if we analyze laptop market overview, there are many strong rival brands availabe in market such as Dell, Sony Viao, HP, Compaq, Dell, Samsung, Apple, Lenovo etc. which are offering well-advanced quality n technological features. And, yet Toshiba has not covered much market share from Indian market.But Toshiba can able to get success after awaiting like Sachin.


(2) Canon Digital Camera:- Same like as Toshiba Canon has also strong rival brands such as Niko, Samsung, Sony, FujiFilm, Olympus, Panasonic etc. are offering latest features with competitive price in India. As well, Nikon is one of market leading brand in India.


(3) Boost:- The Energy health drink brand Boost which is targeting most towards children which was endorsing by Sachin Tendulkar as well as lastly also endorsed by Indian Skipper M.S.Dhoni that conveying messgae “Boost is a secret of my energy”. However, there are strong rival brands such as Bournvita, Complan, Pediasure which have different competency. Still they comepte with each other very strong. 


Advertisement Link:- http://www.youtube.com/watch?v=dTFXGC3zr4U


 (4) Adidas, Aviva Life Insurance and Jaypee Cement:- All of these brands are competing  against strong rivals in respective market where many competitors are avaliable in market, and many are entering newly in market.


Conclusion:- The only one impotant thing is that Sachin can be able to give good impact to your brand only if your brans must be strong market leader with strong brand recognition, brand equity, consumer satisfaction. Otherwise, it may chance to give belwo expected business. 


Think about you existing brand status:-
(1) Is your brand strong as like Sachin?
(2) Is your brand made any biggest record as like Sachin?
(3) Is your brand “Master Blaster” as like Sachin?
(4) Is your brand giving satisfaction to end users? 


If answer will be yes:- Then proceed further and make effective branding strategy.


 If answer will be No:- Then better, not to tie-up with Saching as endorser. Because, you are paying Sachin, and you have projected business plan with the consideration of Sachin. Only doing campaign is not important but ROI is much important after campaigning.


Let’s See How many brands shall sign a deal with Sachin Tendulakr… 


Share your “Master Blaster Views!!!

Zyada Fanta, Zyada Masti & Jump by FANTA

A giant soft-drink manufacture Coca-cola has released new campaign of its sub-brand “Fanta”. Likewise, Coca-cola is always coming up with unique concept, unique message & creative campaigning strategy, same as Fanta also always coming up with unique

concept & brand campaign.

On another side, Fanta rival “Mirinda” (PepsiCo India) has also released its new campaign on”breathless’ concept with two delicious flavor.

Total Soft drink Market in India: - INR 9000 Crore (Apprx.) of which 15% market contributed on “Orange flavor” market. And, Fanta & Mirinda both are offering orange flavor taste.

Major Orange Flavor drinks market players (Brands) in India: - Fanta, Mirinda, Tropicana, Tango, Rasna & Slice

Fanta Strategy: - Fanta have already been used two Indian celebrity but now it is coming with 3D animated concept which conveying good message “Fun & Taste” with Fanta. This concept is really working well without any celebrity, innovative ideas with animated character.

Advertisement Link:-

 http://www.youtube.com/watch?v=0A2MTxVo280 (Fanta new ad)

http://www.youtube.com/watch?v=FagDus8wmDQ&NR=1&feature=endscreen

The new TVC has already been released, which is based on “make you jump” with Fanta. Each bite of Fanta will give you “Jump, Taste & Fun”. TVC is like that once you will see; willingly you want to see again if it will come again in TV.

Punch line: - Zyada Fanta, Zyada Masti ( More Fanta, More Fun). This punch line is core competency as well as brand identity for Fanta brand. Its catchy & funny punch line.

While Mirinda brand is endorsing by bollywood actress Miss Asin, Mirinda brand itself is not working on specific concept like Fanta. So, it may chance to get an opportunity & cover good market especially in Summer season, the summer season will be coming soon in India, there is well-demand of orange flavor drink in summer season for instant energy drink with taste of orange.

Let’s see in Summer Who will do “Zyada Masti (More Fun)”..

Again Innovative Service Introduced by TATA SKY DTH

Again n again n again.. What an innovation!!! Wonderful innovation made by Tata Sky DTH service. After 3 – 4 months, Tata Sky DTH has come up with two breaking clutter campaign and innovative service for their consumers. 


 Every time, Tata Sky DTH campaign works well, getting positive feedback from consumers. As well, Tata Sky is always coming with unique concept & clutter breaking campaign where consumers will be coming willingly to know more about services. The new concept like Tata Sky Mobile apps, Active English, Active Cooking, Consumer offers (Pooch dala campaign) which are very successful and clutter breaking campaign & services too.


 Tagline/Slogan:- Issko Lagah dala toh life jinga lala


 Funny but unique slogan and it has already been taken strong position in mind of consumers. This slogan is getting huge response from market since introducing period.


 Core Competency of Tata Sky DTH:- 


 (1)  It is “Understanding Consumers Need & Value”. So, always consider consumers while making campaign.


(2) It is “Understanding Corporate Social Responsibilities”. Many of Tata Group brands are connected with Indian Nation. Majority campaign are conveying good message.


 Brief About Two New Service & Campaign Strategy:-


 (1)   Tata Sky Relocation Service:-  The service is about whenever you will go to relocate any where in India, Tata sky service executive will be follow you and Tata Sky executive will be settle all things again at same relocate place. So, the new campaign has released before a week ago and come up with “Relocation” concept. You do not need to worry about set up box arrangement if you are migrating or relocate to other place in India.

 Advertisement Link:- http://www.youtube.com/watch?v=JQyV26URijc


 The concept is really nice & unique but the important thing is that how much % consumers need to “Relocate Service”. It can be target more on Job/service persons who are relocating frequently.


 (2)   Tata Sky 24x7 Service:- Now, Tata Sky is offering 24 x 7 service where you can call to Tata Sky on toll free consumer care number and demand of movie as per your choice. You can watch any movie by calling 24 x 7 hours Tata Sky consumers care.


 Advertisement Link:- http://www.youtube.com/watch?v=xWSdxjTA1GE


The TVC shown that a married woman is talking on phone and meanwhile her husband come at home & asking to wife “Were you talking with whom at 1.30 pm night? Wife replied to husband that as you are coming late and busy with your work. Quickly, husband redial that same number & phone receiver say “Welcome to Tata Sky May I help you? So, the concept is about “Suspicion”.


 At the end of commercial, Voice over say whatever you need service, our Tata sky service will be open 24 x 7 hours.


 As well, before a month ago Dish Tv has also released new campaign “Dish Sawar hai” where you will be getting more than 330+ channel. It is endorsing by bollywood star Mr. Shahrukh Khan. The costume theme and make up has taken from the Hollywood movie 300. And, due to 330+ channel offer, this 300 movie concept has been adapted.


 But, Dish Tv campaign is not giving much strength & effect like Tata Sky.

 Share you views…

Samsung V/S Nokia

Samsung a giant market players in Electronics items, as well Samsung is now playing very aggressively & strategically in Indian market. Samsun has been made lots of change in Indian mobile market within 2 years as well as covered healthy market share in India.

Samsung is playing against two strong rivals Nokia (In Nominal phone) while Apple (In Smartphone).

Samsung has covered huge market share & broken Nokia Market share in India. It was time where the word ‘Nokia” was coming on tongue of Consumers. But, that word has already been removed by Samsun or reduced by Samsung. Now, the words are like “Samsung Champ”, Samsung Galaxy” or Samsung new mobile “coming on tongue of Indian consumers.

Tag Line:- What Next? Samsung is always considering its tag line and coming with various kinds of new brand model.

The core competency of Samsung is that coming with quality & attractive model with well-advanced features and highly competitive price (Economy price) where consumers can feel ‘value against buying’. As well, it is highly targeting on Youth market..

Today, Indian mobile handset market is become cheap (in terms of Price). Consumers are getting more facilities by paying nominal price. Today, Indian mobile market becomes “Dual SIM” where consumers can easily use multiple purposes.

No.of Market Players in Indian Market :- Nokia, Samsung, Lava, Karbon, Zen mobile, Maxx Mobile, Micromax mobile, Spice etc. ( For Lower middle class, Middle class, Upper middle class segment).

Above all brands are offering high range models & smart phone too.

Other brands are Sony Erickson, blackberry etc. are offering premium model.

Samsung strategy: - Samsung is using two types of strategy in India. The one is about aggressively branding/marketing (All Media) with Pricing Strategy. On other side, Samsung mobile brand is also endorsing by bollywood star Mr. Aamir khan. So, the strategy is like on regular interval endorsed by Aamir khan as required and other side by introducing creative concept & innovative features.

Recently, Samsun has released new model Samsung Champ Deluxe Duos which is offering price 4750 INR (Apprx.). The model is focusing on “New Apps” concept where you can engage with your group or elsewhere. The TVC is about targeting youth market and youth can able to do anything, TVC shows resolution bill pass through “chaton Apps” and conveying message that use Apps smartly and to world smart.

Advertisement Link:-  http://www.youtube.com/watch?v=e7LeAGSr_xE

The overall concept is really nice and Samsung Champ as well as Samsung Galaxy both brands are getting good response.

On other side, Samsung is also competing in Smartphone market, offering ‘Android OS’ against Apple Mac OS. While Nokia has not got much success in smart phone market due to many factors from which the most important factor is that Nokia is offering Window OS in smart phone which performing low compared to Android OS.

So, Samsung has got good opportunity to beat Nokia and compete against Apple. Samsung is introducing at least 5-7 new models per month in Indian market.

Share your views… What Next?