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!!!
