Powerful Patanjali Brands Journey...

Strategic Execution & Brand Journey By Patanjali:

Journey Step: (Begin from 2012 & 2013)

(1) People knew more about Baba Ramdev & Patanjali name rather than brand & people were buying Patanjali products through word of mouth communication. Most of were buying DantKanti Toothpaste & other products sales movement & liquidation ratio was slow.

(2) Simultaneously, start campaign of hair oil brand Kesh Kanti smoothly

The entire picture has been revolutionized after June 2014 – step wise:

(1) Patanjali has been taken a multiple sponsorship on all major news channels and endorsing brand Dant Kanti (Toothpaste) as well as KeshKanti (hair oil).

(2) After November’14, Patanjali has forayed into FMCG market aggressively and released campaign of Chyawanprash, Biscuits, Cow Ghee & Honey towards rival brand Dabur & ITC.

(3) During April to August ’15, Patanjali has released campaign of Personal Care & Health Care segment in which included Detergent Cake & Powder, Bath Soap, Face Wash, Digestives & Fruit Juice.

(4) During Sept.’15 to March.’16, released campaign Noodles (Aggressive marketing during the ban on Nestle Maggi), Atta, Besan, Salt.

(5) During April to Sept.’16, Patanjali has launched Coconut hair oil & hair wash, Power Vita (towards rival brand Complan, Horlicks, Bournvita),  Rice.

(6) Major brands are being endorsed by Baba Ramdev since 1 year

(7) 4000+ Patanjali outlets available across India

(8) Plan to open outlet at Railway station & Airport

(9) Now, Patanjali is associating with main sponsorship on major news channel (Prime Time News Content / Headlines) as well as associated/co-sponsor on other prime news content.

(10) Moreover, it is Strategic surprising that Baba Ramdev is coming on upcoming 29th Oct.’16 ‘Super Dancer’ reality show on Sony TV channel who is going to be a part of judge & articulating Yoga Tips. This reality show is powered by Power Vita (Patanjali Brand) and impact of brand engagement, reach & viewership will be going to increase on this special episode.

Baba Ramdev with Super Dancer :

http://www.hindustantimes.com/photos/tv/boogie-with-baba-let-ramdev-teach-you-some-yoga-inspired-dance-moves/photo9-YeNdzJiEbaKSxLtQPmHnQJ.html

Strategically, Baba Ramdev presence & involvement is increasing towards Brand Delivery & reinforcement. Rural market is untapped still so it should be essential to emphasize & involvement more on rural market because major area of urban market is already been covered by Patanjali in terms of Reach & Awareness.

Patanjali Strength, Market Threat:

 Baba Ramdev’s presence is an identity & icon of Patanjali brand which can ‘Connect’ through Ayurved & Yoga. 

Colgate Cibaca Vedshakti - Herbal Toothpaste Market

Strong Brand Power = Market influence, Threat & Coverage, Connect Consumers, Gain Trust, building brand identity & equity 

Total Toothpaste market in India :- 7500 Crore

Total Herbal/Ayurvedic Toothpaste market :- 800 Crore (11% Appx.)

Ayurvedic Impact, Brand Reflect & React:

It’s only sole brand Patanjali is influencing that Colgate has launched 3 brands straight away within 1 year which are known as Colgate Sensitive Clove, Colgate Active Salt with Neem & Colgate Cibaca Vedshakti.

Overall, Herbal market is growing now & MNC are foraying with herbal brand in order to compete with Patanjali. Moreover, they are releasing their campaign by using of Ayurvedic elements or conveying message by using voice over/showing ‘Ayurvedic or Natural’.

Now, it is most challengeable task for Colgate that how to sustain existing consumers because Dant Kanti (Patanjali Brand) has already gain 3 % market from Colgate though Colgate is still leading in the market with 54% according to the market source but overall growth of Colgate is declining. The matter is that how will Colgate compete its 3 herbal toothpaste brands across the market which is categorized into differently since Dant Kanti is growing successfully across the Indian market.

Being a most trustable brand in toothpaste market, Colgate Strong Teeth has been changed in its TVC campaign since 2 years & integrating it more on towards ‘Mother’s Trust’ which ropes into sustaining the brand loyalty & legacy.

Dant Kanti brand effect is highly potential which I have been observed personally when I was buying medicine from one medical store nearby my home. I have seen the display of total 15 Dant Kanti Toothpaste front side & highly visible directly, then again I have been visited the same store after a week that surprisingly I found only 3 toothpaste was remaining in display stock. I have been asked there the sales movement of Dant Kanti Toothpaste in retail market, as he replied that it is very fast and consumers are demanding either by Patanjali Toothpaste or some are directly with Dant Kanti while buying likewise Colgate. 

Strategically a new brand Colgate Cibaca Vedshakti (Brand Extend of Colgate Cibaca) is directly competing with Dant Kanti. The biggest threat for Colgate is to drive & gain repeat consumers for 3 herbal toothpaste brands which is not easy to establish despite of market leader.  Since Colgate brand is most recognized as ‘solution for cavity’ & now, Colgate has required emphasizing more on herbal/Ayurvedic elements to drive the new brands. The campaigns have not been influenced of Colgate Sensitive Clove & Active Salt with Neem which can urge to consumers willingly for buying the same likewise Dant Kanti. It must required to more exercise on it because other rival brands are working aggressively and more new brands may foraying into herbal toothpaste market which can give big impact on Colgate market coverage. 

Dettol : Healthy & Hygiene Kitchen

Recently, Dettol has collaborated with Master Chef Cooking Expert Mr. Sanjeev Kapoor who is endorsing brand Dettol hand wash & Dettol kitchen Gel. This campaign is mainly targeting to women with the purpose of:

(1) To keep hand wash before preparing food by Dettol Hand wash liquid &

(2) Use Dettol Kitchen Gel to keep utensil germs free and clean.  

According to article source, brand aim is to create in-depth awareness about healthy & hygiene kitchen by changing the habit and being a cooking expert, brand has associated with Sanjeev Kapoor and Dettol brand is also associated with ‘Swatch Bharat’ mission till 5 years.

Brand & Communication Strategy:

Dettol has extended its punch line ‘Dettol Ka Dhula’ which is being utilized for hand wash & soap -especially emphasized for children. Campaign is simply conveying message by Sanjeev Kapoor that make a habit to wash hand before cooking & use Dettol kitchen Gel to keep utensil/dish germs free. It is a fact that while preparing food lots of women are not washing hand either by soap / liquid (Rural & Urban) or they might washing hand by only water. 

TV Commercial:- https://www.youtube.com/watch?v=WkPagmThK0Q

This campaign could make much better & influential if emphasized more into the ‘realize with emotions’ rather than simply conveying before cooking/after cooking. Because, consumers are well- known the brand Dettol but it is just needed to execution for health protection. Like it should be realize & ready to change habit willingly.

Strategic Turning Point:

Moreover, a fascinating strategically part which I have been analyzed that in order to drive & penetrate into the market, this entire strategy has been executed by sustaining of established brand Dettol Hand wash as well as getting strong brand credential by collaborating with Sanjeev Kapoor - being a cooking expert. It is also indirectly communicating towards rival brands that keep utensils clean with germs free rather than only spotless.

Dettol brand association & endorser combination is perfect but, it just seems a lack of impact & connectivity in campaign which could make wonderful strategically and easily can fill the gap by penetration. Always need to consider & emphasize more on connectivity & effectiveness whenever the matter of shifting the trend or changing consumers habit.

Habit can change only when Consumers Connection willingly … 

Pen Market In India

Overall smoothly writing flow can easily give to Brand Glow with Grow…

Pen market analysis

The picture is very clear about Pen market which is highly price conscious and current scenario is showing that 65-70% revenue generate only from ball point pen market only out of which more than 50% market share is laying between INR 2 to INR 5.

Recently Flair Writo meter pen released TVC campaign which is endorsed by Hrithik Roshan and conveying message that Writo meter pen having capability to wire till 10000 meter. Overall concept is indirectly to avoid the ‘Use n Throw’ pen which is impacting on environment. TVC concept & punch line is not much influencing because no one is going to count or counting meter as well as punch line is ‘Bas Flair, Aur Kuchh Nahi (i.e. only Flair, nothing else) which is similar to Layer Shot Body Spray: Imran Khan is saying at the end of TVC ‘Clear Fragrance, Aur Kuchh Nahi’ (i.e. only Fragrance, nothing else).

Similar punch line

TVC Flair Writo Meter: https://www.youtube.com/watch?v=qC0_woz80EQ

On other side Reynolds has launched new brand called as ‘Rorito’ pen which is endorsed by Sachin Tendulkar. Rorito pen launching is going on & creating market availability on wholesale/Retail stationery store.

It is impacting on cost/marketing budget, if the campaign is not influencing & not getting desired results. Same is here INR 20 MRP pen is targeting to student which does not reflecting to them through any celebrity since market scenario is an extremely price conscious & 60-65% market is highly relying on students.

Mainly two factors are being faced by consumers after launching any new ball/gel pen with refill and results into repeatedly disappointing like (1) Refill availably in respective market (2) Single original Refill cost is 50% or more than 50% of MRP of Pen which is high and consumers are thinking that it is better to buy new pen instead of buying new refill. So trend is changed automatically of pen market.

Writing by any pen is all about Fun & Joy with smooth flow in context of consumers’ perspective. Need to focus on consumers while they are testing pen on rough paper, you will be getting various expression/mood on their face. To develop strong pen brand with cost effective, primarily need to consider:

(1)  First understand the current scenario & target market and also need to decide on which target market you want to build brand position

(2) Create an influensive tagline/punch line which can directly reflect & give a ‘smooth writing feel’.

(3) Price factor must be an essential and many other various factors can consider for strategic plan, communication & execution based on market trend.

In the Pen Market,  Price + Write Flow Effect = Brand with Consumers Connect…

Cinthol Deo Stick : Deo Reborn

The Most challengeable Game is Market Transformation from Trend Setter to Trend Changer. Trend changing is being happening rapidly & regularly because rival brands are rolling out with new concept & well-advanced features but it happen scarcely when one brand has already been set a trend for a longer period & rival brand is trying to change that trend. Fogg has been set a trend with ‘No Gas’ concept and became a leading brand amongst the deodorant market in India whereas in order to smash the market  Cinthol has recently launched  ‘Cinthol Deo Stick’ & extend the brand portfolio. Cinthol Deo Stick come up with ‘Deo Reborn’ campaign i.e. deo in stick form which is conveying message that 3 times long lasting and available for both men & women.

Though, Deo stick / Deo Roll on market is very petite in India but if your brand is enable to provide a satisfaction to consumers then it is highly potential to tap the market by shifting the settled trend. Primarily consumers are looking for three vital stuffs while buying a deo like long lasting fragrance, no side effect on skin & Flavor. If you are enabling to provide & sustain these three stuffs, your brand leverage ratio will be elevated & moving rapidly.

Television Commercial: - https://www.youtube.com/watch?v=8iP4qzHqWi8

Cinthol Deo Stick campaign could be much better and effective instead of emphasizing on ‘Deo Reborn’. It should be emphasize more on to express the features of Deo Stick along with Catchy Punchline or clutter breaking concept which could be reflected directly on target audience like Fogg has released campaign ‘kya chal raha hai, Fogg chal raha hai i.e. (Whats going on, Fogg going on).  Otherwise, it will not influence towards consumers despite of new product innovation/invention. Consumers may buy such new product on trial basis and if they are supposed to like it then they will buy it based on satisfaction level instead of willingly go & buy this product ONLY. Brand feeling must come in the mind of consumers or else brand can not drive & reflecting / leveraging as it desired.

In order to transform from Trend Setter to Trend Changer, it requires ‘Clutter breaking & influential campaign or else everything remain same & can not change the settled Trend.

Trend Change with Brand Reflect = Consumers Connect!!!

Burger King With McDrive

Usually, people are looking for “Taste & Price” in burger and beyond that people who are burger lover; they are also looking for burger size, inside meal stuff & burger softness. Overall, McDonald is market leader in the entire burger industry and also having uppermost outlet worldwide.

In recent, McDonald has released catchy campaign against rival company Burger King on France highway. Moreover, in respond to McDonald campaign, Burger King has also executed campaign very conceptually & surprisingly that Burger King has taken it extremely positive way and that’s can edifice a success brand way. This can be a best illustration in the competitive market that how to take your brand in positive way against your rival brands. Because, people are facing daily somewhere the various competitors advertisement on TVC, Print, OOH, Digital or on ground promotional way which are directly offensive on rival brands.

 Commercial Campaign:

https://www.youtube.com/watch?v=VMjRSnokms8 (McDonald #McDrive )

https://www.youtube.com/watch?v=KAupGnoG3m4 (Burger King  Drive Thru Advt.)

There is a slightly difference between McDonald & Burger King campaign but it is influencing  a lot in terms of brand loyalty & brand trust worthiness. McDonald campaign is expressing more on “find outlets nearby you” whereas Burger King is expressing gratitude that “for being everywhere McDonald” so consumers can also reach at Burger King too. Burger King is much familiar for ‘Whooper’ burger hence the campaign is showing that couple is ordering of coffee from McDonald in order to pass 253 km away and Burger King is expressing very satisfactorily “Gratitude” to McDonald for being everywhere which is conveying message like “Win-Win” position in commercial campaign.

In order to sustaining brand identity & brand loyalty, one thing can learn that never offense directly on rival brand because there is an infinite ideas/thoughts through which you can execute precisely your communication strategy or say gratitude in respond to that brand which has been offended directly on your brand.  

Through the ‘Gratitude’ make your Brand Win, let’s give consumers happy feeling like ’Burger King’.

Nearest McDrive, Away Burger King Alive!!!

L’Oreal Paris Advanced Hair Care

Few months back, a premium brand L’Oreal Paris Advanced Hair Care rolled out with new campaign recognized by “Change your Shampoo, Change your Hair” which is being endorsed by Aishwarya Rai (L’Oreal Paris Total Repair 5), Sonam Kapoor (L’Oreal Paris Fall Resist) and Katrina Kaif (L’Oreal Paris 6 oil Nourish). All of them are being endorsed individually and conveying similar message that switch to L’Oreal. And, L’Oreal has also switched its punch line from ‘we pride our self (Hamein Naaz hain khud par) to Because we worth it’. Aishwarya Rai, Sonam Kapoor & Katrina Kaif are conveying message at the end of all TVC ‘because we worth it’. 

Television Commercial: -

https://www.youtube.com/watch?v=5BZmE1ImU_0   (Hair fall Resist by Sonam Kapoor)

https://www.youtube.com/watch?v=DhMUUiVCDeo  (Total Repair 5 by Aishwaraya Rai)

https://www.youtube.com/watch?v=CXLsFX2L4d4  (6 oil nourish by Katrina Kaif)

Recently, L’Oreal Paris Advanced Hair Care has executed a differ strategy & released new television commercial which is featuring all the actresses together and representing all the three brands together like Dull hair – Switch to Fall Resist by Sonam Kapoor

Nourish hair: - Choose 6 oil nourish by Katrina Kaif

Damage hair: - Trust only Total Repair by Aishwarya Rai

Also, they are conveying message together “because we all are worth it”.

Television Commercial: -

 https://www.youtube.com/watch?v=iJnEx8proYg  (All together)

In India, Consumers (Including Premium/upper class) are not much influenced by celebrity but they are influenced by natural emotions, feelings & trustworthiness. Until, there is not brand feeling, emotions & natural climate in the advertisement, then it will become worthless. Only advertisement is not an important but also it is most significant that it should be fulfill the requirement of consumers whatever you are conveying message through advt. Many times it is happening that consumers are not getting that stuff which has shown in advertisement (TV/Print/OOH). Consumers are disappointed & it is impacting on brand image.

Consumers will not switch easily into other premium shampoo brand because they are comfortable whichever they are using like Dove or Garnier Shampoo users will not switch to easily L’Oreal and same reverse. Because Hair is an important part of beauty for female/male and it gives ‘wow & beautiful ‘feeling.  So, consumers are not ease to change or any kind of experiment with hair. Consumers are switching only when they are not satisfied.

It could be much better if L’Oreal Paris Advanced Hair Care has released campaign with an influensive punch-line which can be easily connect in the mind of consumers. If look at the comments, people are more talking about celebrities than about brand campaign. In Multi-Starr brand campaign, there is highly chance that viewers are more focus on celebrity than overall campaign and brand become hide. This is the first time happened in the entire hair care market that multi-starr brand campaign is released. It is wondering that L’Oreal Paris is associated with total 18 brand ambassadors globally which is vastly investment behind it.

There are infinite ways to exhibits brand features which can inspire women at all ages without any celebrities. You can make your “BRAND” itself as a Celebrity icon.