Amul Butter Cookie Contest

In India, The biscuits market is mainly segmented into Cream Biscuits, Cookies, Glucose & Milk Biscuits, Salt Crackers Biscuits, Marie biscuits and others forms.Looking into the current market trend in FMCG industry, consumers shifting ratio is increasing immensely as many as brands are foraying into the market as substitute product. Moreover, today consumers are willingly ready to try similar or substitute category other brands for ‘Try N Taste’ purpose.

Similarly, Cookies market is growing rapidly as awareness is being increased. Consumers are willingly buying Cookies for taste purpose and gradually buying if likes. Cookies are considering into premium class as a part of biscuits which are available in various forms & flavors like Nut & Fruit, milk, Dryfruit, Chocolate, Butter etc.  

Cookies are came into the picture due to its consistent adding form & new flavor, attractive packaging, premium standard and health perspective like sugar free cookie available. Majorly in urban area, it has been established position as a substitute product which is increasing shelf life compare to chocolates/sweets.  

Major Key players in Cookies brand: Britania, Parle, ITC, Unibic, Amul, Mondelez, Nestle and many others

Cookies Core Consumption Market in current scenario:

(1) Hospitality Industry (Serve in Hotel during event/conference)

(2) Festival Occasion

(3) Personal/Corporate Gifting

Recently on 20^th July, Amul has launched contest campaign on Twitter with hashtag #AmulButterCookie & #AsliButterCookie which is directly relating to the ingredients/contains, find & upload the cookies brand picture that how much % butter included in cookies.

Contest & Reality Feedback:  https://twitter.com/Amul_Coop/status/1152814405962256384

Highly influential strategy has executed which can connect to consumers directly and most vital factor is that consumers can get awareness about what are the real contains & its measurement included. To survive in the competitive market, it is an essential to sustain existing as well as gain new consumers from market, and today marketers are consistently rolled out with creative ways.

Amul Butter Cookie contest has opened eyes of lot many consumers and represented the realities of rival brands which is increasing Amul brand Value, loyalty and trustworthiness. Butter Cookie is defining itself that it has included the butter ratio in a strong % form. But, being consumers we are not focusing in-depth about product which we are buying.

For Consumers, it must require to understand in-depth about any product before buying/using because generally consumers are buying many thing based on TV / Print/ OOH influential ad campaign which is creating an awareness. But it is happening that reality is different from what is showing in Advt. campaign and its directly impacting on brand value. For Marketer, It must require to deliver the same result which has presented & committed in advt. campaign towards consumers. Many brands are already failed to deliver satisfactory result which has committed and results into drop the market share & brand value.

In any other industries, many brands can create such kind of campaign on social media because social media is one of the strongest medium where it can get an active response from the relevant audience likewise Amul Butter Cookie.

Strategic Fundamental:

Balance must sustain from Visualize To Realize Brand Journey…

Sofy Cool : Sanitary pad with Coolpad Technology

Product innovation with an Advanced Technology is mostly increasing the comfortness level in which efforts is creating to develop new features into either existing product or new product. In recent, feminine hygiene brand Sofy has unveiled ‘Sofy Cool’ sanitary pad in India which is representing an innovative features known as ‘Coolpad Technology’, it realizing the feel of coolness and appealing to have ‘Irritation free period’.

Irritation/Irritability is one of the core symptom/sign of the menstrual period which gives discomfortness & stuffiness feeling. Hence, Sofy cool is accomplishing it by providing with Coolpad technology. Till time, all the leading brands are being endorsed by emphasizing on absorption level which keeps safe & comfortable during the period. In the Advance Technology Era, Sofy Coolpad can be considered as clutter breaking & innovative which efforts to keep away from irritation and swing the mood during period.

Strategic Execution:

• Launched on 28^th May,2019 on Menstrual Hygiene day which is best & perfect time to tap the market.
•  Sofy has launched new Coolpad technology by identified the market gap based on research, that to keeps irritation free period along with deep absorption.

TVC campaign:  https://www.youtube.com/watch?v=CSU8v1VJOG0

Sanitary pad is a kind of product which needs to influence highly towards women/girl, hence brand campaigning should influential which urge to buy sanitary pad especially if brand is unveiling with an innovative concept/ features likewise Sofy cool and it has to take an advantage by representing specialty of pad. There is a huge Sanitary pad untapped market in India, just needs to execute consistent efforts & urge to use hygiene pad instead of normal cloth.

To survive in the competitive market, it is primarily essential to identify the market gap and bring an innovative features which can enhance not only the Consumers value but also increase the level of convenience.

Urge to buy at least once, Desired Results can increase the Customer Acceptance!!!