Stayfree Women for Change

Every Woman has right to live “Healthy and Happy” life , “Women for Change” campaign initiated a year ago by Stayfree brand which has been supported to UNICEF India in order to generate health awareness & support to especial in Rural area of India.

Being a Social responsibility, now again Stayfree is awakening to all Women by introduced new campaign on “Women for Change” . Campaign is rolled out & emphasize on “Anemia Disease” which is being faced more than 50% women in India whereas 87% facing anemia during pregnancy period.

Facts & Statistical Report Analysis:- http://www.ssmrae.com/admin/images/2caa8d3a66d5a1d7755f22467f853fc1.pdf

Television Commercial:- http://www.youtube.com/watch?v=ErJNG1vMpvY

UNICEF Campaign a year ago:-

http://www.viragbrand.blogspot.in/2012/07/superb-very-strong-challenge-is-being.html

Branding Strategy:-  Recently television commercial released in which shown prevalence of anemia & its causes. The campaign has been endorsed by Sakshi Tanwar which is conveying message that 50% women are facing anemia disease due to lack of hemoglobin /blood cells that gives an impacting on physical development as well as during the pregnancy too. Henceforth, “Stayfree Women For Change” initiated campaign for Anemia Test and get 50% discount supported by SRL Diagnostic Pvt. Ltd. (Mumbai based company).

Overall it can say “Brand Twisting / Co-Branding” between Stayfree & SRL Diagnostic Pvt. Ltd. for Anemia Test Check up, which is offering 50% discount on Anemia Test and for, more details showing toll free number in which many things include (likewise limited offer period, price detail, other specific condition etc.). Though, Stayfree initiated good campaign to generate awareness for anemia where Women can live Healthy n Happy Life.

Day by Day, Brands are integrating with CSR (Corporate Social Responsibility) campaign in order to promote brand, to build up brand equity, to develop strong corporate identity and being Social responsibility.    

Stayfree has been chosen CSR strategy to compete against rival brand Whisper. There are already been introduced two campaign by Stayfree (1) Ab waqt hai badalne ka (Now, Time for Change) and (2) Women For Change campaign which are emphasize on “Change”  and it gives empowering as well as positive energy to Women.

Every Woman has right to live “Healthier & Happier Life”… Women for Change by Stayfree… 

BRAND WAR : PEPSODENT V/S COLGATE

Primary Objective of Toothpaste (Any brand): - Germs protection & prevent from Gingivitis, stains, plaque, Cavities Tooth & Root, Tartar, weak enamel etc.

DATE: - 11-08-13

BRAND WAR – PEPSODENT (HINDUDTAN UNILEVER LTD.) V/S COLGATE (COLGATE PALMOLIVE)

Today (date : 11-08-13) Pepsodent has introduced new brand “New Pepsodent Germi Attack” across India & released print advertisement in leading news paper’s all edition of India.  It has shown directly comparison between Pepsodent (Brand of Hindustan Unilever Ltd.) & Colgate (Brand of Colgate Palmolive) which may say that against policy/ethics. And, in advertisement, Pepsodent is claiming that “New Pepsodent Germi Attack” delivering 130% power against germs while Colgate is delivering only 100%. Will consumers believe this? Or will consumers be switching over brand from Colgate to Pepsodent by mentioning this USP? I don’t think so. Because …

Today, Pepsodent has been executed very poor strategy which can never expect from such huge company /brand. There are 100+ innovative & creative ways available to introduce anything about brand where you can acquire consumers as well as make your consumers brand loyal. Then, why are using such strategy which can effect on your parent brand, corporate identity, brand equity, brand image. Because, over the years Consumers (Rural & Urban) are very well aware about brand Colgate which is leading brand in toothpaste category as well as also giving results. An, today consumers are already being used both brands Pepsodent as well as Colgate.

It is very difficult to switching over brand Colgate to Pepsodent but by such way it can not acquire consumers or brand switchers. Today, consumers are know everything that how companies are attracting, how they offering by promotional ways, how they influencing etc.

Here Print Advertisement which has been released in all edition across India:-

Times of India (English Daily) :-http://epaper.timesofindia.com/Default/Client.asp?Daily=TOIM&showST=true&login=default&pub=TOI&Enter=true&Skin=TOINEW

Divya Bhaskar (Gujarati Daily):-

http://epaper.divyabhaskar.co.in/ahmedabad/12/11082013/0/1/

Hindustan Times (English Daily):- http://paper.hindustantimes.com/epaper/viewer.aspx

Sandesh (Gujarati Daily):- http://epaper.sandesh.com/146498/Ahmedabad/11-08-2013#page/1/1

The Telegraph:-http://epaper.telegraphindia.com/paper/1-0-11@08@2013-1001.html

Lokmat:- http://epaper.lokmat.com/

DNA  India:- http://epaper.dnaindia.com/

The Hindu:- http://epaper.thehindu.com/index.php?rt=login/loginAction

Copy Writing Strategy: - PEPSODENT – NOW BETTER THAN COLGATE STRONG TEETH. DELIVERS 130% GERM ATTACK POWER.  From the mentioned copy writing - Should we understand that prior Pepsodent was not giving better protection than Colgate / not better that Colgate? However, consumers are being using continue Pepsodent as well as Colgate brand.  

Note (Mentioned in bottom of an advertisement): - “Creative Visualization of the Action of Triclosan. NEW PEPSODENT GERMICHECK enhances delivery of Triclosan in the mouth Claim based on In-Vivo Study where Germs Attack Power refers to amount of Triclosan remaining in mouth, 4 hours after brushing, where COLGATE STRONG TEETH is indexed 100% & NEW PEPSODENT GERMI CHECK IS 130%. Brush Twice daily”.

Definition & Concept of Triclosan (Source – Wikipedia):-   

Triclosan is an antibacterial and antifungal agent. It is a polychloro phenoxy phenol. Though many consumer products contain Triclosan, according to the Food and Drug Administration (FDA) at the present time there is no evidence that Triclosan in personal care products provides an extra benefit to health beyond its anti-gingivitis effect in toothpaste. The FDA does not recommend changing consumer use of Triclosan containing products one way or the other due to currently insufficient safety evidence. Studies by the Environmental Protection Agency (EPA) found Triclosan to be an effective antibacterial. Triclosan safety is currently under review by the FDA and Health Canada.

Television Commercial Released:- http://www.youtube.com/watch?v=KI5t7T97tV4

This advertisement can not give any impact on Colgate because it is very strong brand worldwide. And, it can not acquire consumers by showing such facts. It would be better if Pepsodent has been released new brand by other way.

But, it will be better that if Colgate is not come & execute the same strategy as been used by Pepsodent. Otherwise, it will give impact on brand image of Colgate too.

Let’s See What action will be taking by Colgate!

Start Healthy, Stay Healthy Initiated by Nestle India

Today, CSR (Corporate Social Responsibility) is playing vital role to build up brand image and now-a-days companies are actively participating in various CSR activities in order to enrich strong brand identity, corporate identity, trustworthiness etc. And, companies are also spending s few % budget on CSR activities out of total marketing budget, likewise also being spending on online/Digital (Social Media) too.

Prominent brands CSR Activity Like:-

Tata Tea:- Jaagore.com (Awakening)

Times of India (Publication):- (i) Lead India, (ii) Teach India

Stayfree (P& G):- Supporting UNICEF India with campaign ‘Women for change”

And many more you can add…

As WHO (World Health Organization) is celebrating every year “World Breastfeeding Week from 1^st Aug. to 7^th Aug. and during this August 2013 of 1^st week,  Nestle India has also initiated awesome campaign “Start Healthy, Stay Healthy’ on ‘Breastfeeding’.

Nestle India has mission & vision itself on “Health n Wellness” and tagline itself representing vision “Good Food, Good Life”.  On right time, Nestle India has released campaign on “breastfeeding” as a Social Responsibility. Mothers is already aware the process & benefits of breastfeeding to keep baby healthy. However, the gap is already there across the world & its result goes into negative due to lack of proper and exclusively breastfeeding.

This can be first company in India who has launched special campaign on “breastfeeding” where you can join on “Starthealthystayhealthy.in’ & can spread awareness too. In this campaign, it has chosen special “pink” color which represents compassion, nurturing & universal love. Whereas in advertisement is highlighting with pink color “Superbaby when breastfed, it shows”.

For more information about campaign:- https://www.starthealthystayhealthy.in/breastfeedingweek/

Overall Nestle India has executed influensive strategy & initiate creative campaign which is really required to spread more n more. The lack of mothers is just implementing regular & exclusively six month. It has come to know from survey that major mothers is stop breastfeeding from 3-4 months but actually it must be at least 6 months exclusively to develop immune system & keep baby healthy.

For more information & Survey on Breastfeeding of 2011:-

http://www.healthcare.philips.com/pwc_hc/main/shared/Assets/Documents/avent/Global_barriers%20_to_breastfeeding_Survey_2011.pdf

Television Commercial Link:- http://www.youtube.com/watch?v=E1jcLW8gP8Y

In TVC, how it has shown cute, happy & healthy baby which is conveying precise & wonderful message that “every mothers know when breastfed, it shows – baby stay healthy”.  

When you will see this advertisement, I can assure say that smile will definitely come on your face & feel happy. So, if by watching this advertisement you feel happy with baby then just think how will you feel when mothers is breastfeeding exclusively to her baby & looks healthy?  The answer will be : Happy ! This is the “STRATEGY” executed by Nestle India…

I would like to say that spread awareness of “Exclusively Execution” on breastfeeding rather than on breastfeeding.

So, one day we can Say with Smile “Baby Healthy, Mothers Happy”!!!