Himani Fast Relief "Jeeta Cheetah" : Super Fast Cheetah Formula

Today, many brands are being taken re-position / re-introduced in marker as consumer’s demands & behavior is also being changed day by day. The motto is that brands desire to cover huge market share, cover untapped market or develop strong brand identity.

Within 3-4 years, many brands have been re-introduced in Indian Market, brands such as (1) Micromax mobile (Changed Logo), (2) Videocon (Changed corporate identity), (3) Life Ok GEC Channel (Changed name from Star One channel), (4) Airtel (Bharti Enterprise group of brand, changed logo & targeting more on youth), (5) Mastii Music Channel (A Sri Adhikari Brother;s channel, changed the color of Logo), (6) Big Bazaar (A giant hyper market & Brand of Future group, changed the logo), (7) Iodex (Pain Relief ointment, changed the logo & packaging), (8) Canara Bank, Bank of India & Ban of Baroda (Changed Logo), (9) Star Group GEC channel including Star Plus, Star Gold have been changed logo, tag line, (10) Vicks (P & G brand, changed packaging), (11) Crocin Advance tablet (a brand of GlaxoSmithKline – changed packaging, reformulation with fast absorbtion), (12) Coca Cola (Changed tagline), (13) Zee Entertainment Enterprise (Essel group, changed logo with tagline), even though social media like G+, Facebook & Twitter have been made changed, come out with new look as well as Yahoo & Gmail too introduced new look etc.  

Still many brands are remaining & it will be coming soon.

Recently, Himani Fast Relief (pain relief brand), a brand of Emami Group, has been re-launched in market with new packaging, reformulation, new pack size, new tagline, changed color of logo which is being endorsed by total 6 Brand Ambassador together.

Total Pain Relief market: - Estimated 350 Crore (INR) in India.

Major Market Players: - Ranbaxy Volini Gel, Himani Fast Relief (Emami Group), Moov (Ex- brand of Paras Pharma, now handled by Reckitt Benckiser), Iodex (GlaxoSmithKline) & many others local are available in market.

All major brands are targeting “Instant Relief from pain” either joint pain, sprain, headache, backache. All brands are made from active ayurvedic ingredients except Ranbaxy Volini.

Brand Analysis:-

Himani Fast Relief: - Recently, TVC has released with new punch line “Jeeta Cheetah (Won Leopard)”. Brand has been reintroduced in market along with reformulation of ayurvedic & herbs which penetrate deeply inside the skin & gives instant relief from pain. Fast Relief brand is being endorsing by 5 Indian Sports Star such as Saina Nehwal (Badminton champion), Gautam Gambhir (Indian Cricketer), Vijender Singh (Boxing Champion), Mary Com (Boxing Star) and Sushil Kumar (Wrestler champion) along with Bollywood Star Shree Amitabh Bachchan. Shree Amitabh Bachchan is already being promoting Himani Fast Relief since many years.

What made change in brand: - New Packaging, New Size, change the colors of Logo and tagline, Target market. Brand is promoting as “Fast Relief” instead of “Himani Fast Relief”. The name”Himani” has been removed & it is being taking reposition as “Fast Relief”.  

Price & Packing Strategy: - Small pack is also available in 4 ml Sachet MRP Rs. 10 (INR) & 1.7 ml Sachet MRP Rs. 2 (INR).

Previous Tagline: - “Dard Mitaye Chutki Mein (Instant Relive from pain) which was promoting by Shree Amitabh Bachchan. Now, it is “Dard Mitaye Super Fast (Pain Relief Super Fast).

New Tagline: - “Superfast Cheetah Formula which is endorsing by total 6 brand celebrities is including Shree Amitabh Bachchan.

Advertisement Link of Himani Fast Relief:-

http://www.youtube.com/watch?v=CgtiMOal784  (Old Tagline advt.)

http://www.youtube.com/watch?feature=endscreen&v=oYCHwr1r8n4&NR=1 (Old Tagline advt.)

http://www.youtube.com/watch?v=dqn8cwNF2yw  (New tagline – cricket)

http://www.youtube.com/watch?v=T8cLhpreJBY (New tagline – boxing)

http://www.youtube.com/watch?v=L2kOZI5I5WY  (New tagline – badminton)

Target Market: - Fast Relied is targeting now on youth. Before, it was targeting overall mass consumers. But, new Fast Relief is especially targeting to youth segment and that’s why brand has hired legend youth celebrity.  

Whereas brand Moov is targeting to female & Moov is specialist for Backache pain. Every TVC are targeting to married woman (Age group 30-40 years) who are facing backache pain. Moov is also having ayurvedic ingredients.  

Iodex (GlaxoSmithKline)

Brand Ranbaxy Volini Gel is having allopathic ingredients & before it was considering as Dr. Prescription (Ethical Division) product. But, now a day it is considering as O.T.C. product. New TVC has been released a month ago which is being endorsed by Bollywood Star Sonali Bendre, she is promoting brand as expert for pain, as well Doctor is also conveying message the major Doctors having trust on Ranbaxy Volini. It has also shown core competency of brand, it is made from “Nanogel Formula” which helps to quick absorb inside the skin & instant relief from pain along with long lasting effect.

Advertisement Link of Ranbaxy Volini Gel:-

http://www.youtube.com/watch?v=ZlQu-8L1ccE

Overall Ranbaxy Volini is leading in pain Relief Indian market.

Ultimately, Brands are focusing on “Instant Pain Relief” & trying to tap huge market share.

Let’s see how “Fast Relief” shall be working as “Super Fast”… 

Sony Entertainment Channel V/s Colors Channel : Viewership

KBC (Kaun Banega Crorepati) is back to back as KBC 6 on 7^th Sept. ’12, 1^st inning has been played wonderfully by Shree Amitabh Bachchan who is known as Big B of Bollywood (In Indian Film Industry). He is being doing a Host of KbC since 1^st Season except KBC 3. KBC is the only reality show in India where Shree Amitabh Bachchan is hosting in purely Hindi (National) language and it is one of the good strength not only for him but also for KBC show.

He is playing wonderfully as Host that change the game of Channel‘s TRP, it can be say that something magic in his words, speech where it feels so much energy & spirit. Whenever KBC is coming with new season, it was always being innovative campaign that conveying message not only as commercial purpose but also for society. Though, we can definitely say that everything is doing as professionally & strategy is to be generating business volume. However, to create such innovative business strategy is very challenge-able.

Finally, results of TRP (Television Rating Program) is came that many people were waiting for it. And, KBC 6 has been reached to 6.1 TRP which is highest TRP & broken all records. All credit goes to Shree Amitabh Bachchan only for getting huge success in KBC 6 show because, without it, it won’t possible to get such enormous response. Really, Big B has created BIG Record like as Indian Cricket Star Mr. Sachin Tendulkar who has been done 100^th century & made world record.

Punch Line of KBC 6:- 'Sirf Gyaan Hi Aapko Aapka Haq Dilaata Hai' i.e. (Only knowledge can able to give your rights). It is very much creative & energetic punch line that conveyed fact & practical message.

Branding & Strategy: - KBC 6 has released its firs TVC campaign on “Ladki Hui hai (Born of girl)”, today many parents are do not want to girl or not ready to accept. But, the KBC 6 campaign change the turn when that girl has been reached at KBC hot seat in front of Shree Amitabh Bachchan. At the same time that girl’s father realized when girl conveying message on TV “Mubarak Ho Ldaki Hui Hai (Congratulations, born of Girl).

At the end of campaign Shree Amitabh Bachchan is saying punch line which is the motto of the KBC 6 “'Sirf Gyaan Hi Aapko Aapka Haq Dilaata Hai'. KBC is the game where people must have vast general knowledge if they want to become Crorepati.

KBC 6 has been commenced its campaign on TVC as well as also covered by Print Media & OOH too across 30 cities Tier- I & Tier - II. It was very creative cut-outs of hoardings long with LED light.

Advertisement Link:- http://www.youtube.com/watch?v=zkbZQ4kijhs

Presenting & Main Associated Sponsor by: - Cadbury Dairy Milk & Idea Cellular (Brand of Aditya Birla group) respectively.

Shree Amitabh Bachchan is promoting brand Cadbury Dairy Milk like ‘ karte hai Khel Ka Shubh Aarambh ‘ ( Let’s play Kaun banega Crore Pati) when game is to be started. Overall ‘Shubh Arambh’ is punch line of brand Cadbury Dairy Milk as well as Shree Amitabh Bachchan is already being promoting brand Dairy Milk as brand celebrity.

Whereas brand Idea Cellular is not only working as main associated sponsor but also did tied up as Telecom Service partner too.

Advertisers shall be getting enormous reach of their brands because show time band is one & half hour. KBC 6 can be a good platform where brands can reach to million of viewers as well as it is good opportunity to create various innovative campaign.

Moreover, Sony Entertainment Television (GEC) channel is also come back which was falling down in terms of viewership. It can also be said that Sony Entertainment has introduced KBC 6 in order to get good viewership where it can be compete well.

As well, now India’s Got Talent has also started its new season as well as Bigg Boss Season 6 is also coming soon.

Colors channel (Viacom 18) had been got good viewership in Bigg Boss 5 & changed the game of TRP due to an adult star Sunny Leone was foraying into Bigg Boss house.

Advertisement Link of Big Boss 6:- http://www.youtube.com/watch?v=O63kFiDv77s

Bigg Boss 6 campaign “Attention” is already released where host shall be doing by Bollywood Star Mr. Salman Khan.

Let’s See… the Game of TRP between Sony Entertainment & Colors (Viacom 18). 

RIN (HUL) V/s Tide (P & G) Detergent Powder : Consumers

Well known brands RIN & Tide washing powder, aggressively fight with each other in detergent powder segment as well as strong rival in market. But, now Kanpur (U.P.) based brand Ghari (RSPL) is also moving slowly to compete with them. However, Ghari has required to more strategically planning in order to cover market share.

Specially talking about RIN (HUL) V/s Tide (P & G), both brands are appealing on “Whiteness” in every TVC campaign, targeting to middle class consumers, both brands are already well-established & taken position in market.

V/S

Brand Analysis:-

RIN (HUL):- It is always coming with aggressive & challengeable brand campaign that challenge about “Whiteness on Cloths”. RIN washing Powders is already being endorsed by Bollywood Stars Mrs. Kajol. Overall, she is perfect as brand celebrity, completely fit to brand RIN. All major RIN washing powder are awakening to women & appealing to take challenge which creates enormous positive energy along with background children voice at the end of campaign. 

Tagline: - Chamkte Rehana… Tagline itself is making strong brand RIN & approaching aggressively.

Core Competency: - It is challenging as “Dugni Safedi (Twice Time Whiteness), because RIN has yellow fighters that remove yellowness from cloths & cloths remain as “Whiteness”.

A month ago RIN has released new campaign “RIN Challenge” which was being endorsed by Kajol, the campaigning strategy was approaching household & shown them Demo with the presence of Team RIN. Kajol is approaching one housewife & trying to find out “Whiteness”, she is showing yellow shirt where housewife is saying that it can not possible more whiteness. Kajol is giving challenge & calling to “TEAM RIN”, group of women are entering with RIN Powder & showing demo where Kajol is highlighting brand core competency “Yellow Fighters”.

At the end of campaign, Kajol is challenging “ab agla ghar apka (Now, next home is your)!

Advertisement Link: - http://www.youtube.com/watch?v=13Efl1xA3i0&feature=related

Tide (P & G):- It is always coming funny & straight away campaign with simple line “Chaunk Gaye? (Shocked?). Since many days Tide has extend brand & introduced “Tide Plus” that is also targeting to Laundry Consumers (Kind of Dhobi Ghat) because Laundry people are also doing business, they have also own consumers & offering them to make white cloths. It is good strategy to tap niche market where Tide can cover good market share & make loyal consumers.

At the end of every campaign, voice over is coming with Punch line “Tide hai, toh White hai” & “Tide plus Jo de White Plus”.

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

Conclusion: - RIN & Tide brands already established in market & consumers are very much aware with both brands. Both brands have loyal consumers that they are directly demand at provision stores, Kirana Stores or at mall. It is very less chance to switch over from one brand to another brand. Consumers are already being using & once they are accepted RIN or Tide, then it has rarely chance to switch over to either RIN or Tide vice versa. And, that’s why Tide has been choosing different market apart from existing.

Moreover, Ghari detergent is also trying to tap & compete with RIN & Tide. It is growing slowly & steadily. It may chance to give much impact on RIN & Tide if Ghari will make well Strategy.

RIN V/s Tide ….Continue…