Tata Nano V/S Bajaj RE60 (Bajaj Auto Ltd Compete against Tata Nano)

A New Year has just started and Bajaj Auto Ltd is entered in four-wheeler market in India, and starting New Year with new segment and new market against Tata Nano. Yes, a second largest two-wheeler Bajaj Auto Ltd has now come up with small car segment with very economy price under the brand name Bajaj RE60 against Tata Nano; as well compete with Tata Nano.

The RE60 (Bajaj Auto Ltd) car has just introduced today (3^rd January, 2012) in Auto Expo at New Delhi as well as also released PR too. History of Bajaj where it was starting from Bajaj Scooter to Bajaj Chetak to Bajaj Pulsar with DTSi (Digital Twin Spark Ignition) Technology to Bajaj Discover that gives us reminisces, now coming into four-wheeler segment.

Even today we remember well-known tagline “Hamara Bajaj”. I would like to share that old advertisement. Hope, you will assure enjoy and go into back memory.

Ad link of ‘Hamara Bajaj’:- 
http://www.youtube.com/watch?v=xEV8MWd1p3M&feature=related

New Brand Car of Bajaj Auto Ltd: - Bajaj RE60 (RE stands for Rear Engine whereas 60 stand for Low emissions: CO2 - 60gm/km).

Target Market: - Commercial users as well as three wheeler vehicle users market.

Price will be Apprx. : - 1, 25,000 INR (Yet not assure fixed price, it may little vary)

Bajaj RE60 launching: - http://www.youtube.com/watch?v=iTfQ9PRJZd0

Brief about Bajaj RE60:- First time, Bajaj Auto Ltd entering in four-wheeler market and it will be competing against rival Tata Nano. But, if you will see on designing part in terms of shape, it may little bit similar like Tata Nano.

The other thing is that if Bajaj RE60 will be target to three-wheeler market then it may chance to get complexity because Bajaj itself is worlds one of the leader in three-wheeler vehicle market & Asia’s 3^rd largest player. So, what will be about three-wheeler vehicle market?

Whereas Tata Nano is overall targeting to middle class people who can able to buy economy car. The strategically part may be good because recently it has been announced that Tata Nano is going to replace its starter motor in free-of –cost due to complaint from market. Therefore, it may say that good chance to grab an opportunity during this time.

Well, the competition will become good on price & features point of view because both brands are offering low cost as well as difference in features too.

Let’s see what happen further? Still Bajaj RE60 just unveiled in market. So, we can not say much more about its response.

Share your views…

Happydent Sugar Free Chewing gum by Perfetti Van Melle

A Well- known brand Happydent by Perfetti Van Melle has released new “sugar free chewing gum” in India. Overall Perfetti is playing in two segments sugar confectionery market and another is healthcare market. Perfetti has evolved good brand image and already been taken strong position for few brands like Chlormint, Center fresh, Center shock, Alpenliebe, Big babul, Mentos and Happydent, as well all brands are running successfully in confectionery market against rivals.  

Perfetti is holding more than 25% market share as well as market leader, largest player in confectionery market. And, ITC Ltd, Wirgley’s are followed by Perfetti van Melle. Today’s confectionery market is growing very fast and slowly company are introducing variant candy, chewing gum especially mint base. Mint base market is growing slowly which is being used as mouth freshener, throat infection & after smoke or it can say multiple benefits.

Happydent has achieved an award of ‘Best advertisement” in India.

Happydent brand established as “Sparkling Teeth” in healthcare segment, and ‘sparkling teeth’ is showing in every television commercials. Happydent white has already been extended its two ‘sugar free’ brands which are known as Happydent Petrox and Happydent white Xylit that includes ayurvedic ingredients. Recently, a month ago Happydent white launched other ‘sugar free’ brand which is know as Happydent Complete chewing gum.

New brand: - Happydent Complete which is sugar free gum.

Brand Endorser: - Bollywood Actress Mallika Sherawat.

Punch line: - “Jai Roshni Baba Ki”

Advertisement Link: - http://www.youtube.com/watch?v=vUY4mg2I8lk

Website Link: - http://happydent.in/TVC.html

Brand Campaign: - Very funny television commercial and strategy is focusing on “sugar free” gum concept as well as your teeth also become strong. Despite of sugar free concept, normally mass consumers are consuming it and the word “sugar free” is use for diabetic people. And, today many other brands are entered in market as “Sugar Free” which are targeting to diabetic people in India. And, in television commercial, there is not conveying any kind of message which can relate.

Normally, confectionery brands are selling more on pan shop, Kirana stores or provision stores and now medical stores are also selling mint base candy & chewing gum too. So, it can say that “sugar free” concept may not match with target market as well as ‘Happydent Complete’ brand is more focus on mass than specific market.

Share your views…What do you feel?

Big Bazaar : Saste Main Party (Celebrate Party in Economy Price)

Recently, a giant retail chain Big Bazaar (Future group) has made change in its corporate logo and celebrated successfully 10 years. It has developed nice television commercial campaign for new look and corporate branding.

It is a core competency of Big bazaar that always coming with promotional offer with quality & branded products. Now, it has come up with new campaign for New Year with promotional price offer where consumers can celebrate New Year party well.

The campaign has released with limited period offer from 17^th December, 2011 to 1^st January, 2012 with the punch line of “Saste Main Party”. We all know that today everything is becoming costly and hike in price of many things day by day. So, consumers are making control or avoid celebrating well.

Campaign: - “Saste main party (New Year party with economy Price)”

Advertisement Link:  - http://www.youtube.com/watch?v=XZ0ps34UcWU

Television commercial has already been released where campaign conveying message celebrate party with family and friends together. Big bazaar is always thinking about consumers where it has already been taken success since 10 years.

Enjoy New Year party with full of Happiness!!!

Happy New Year To All Of You

A one day ago 27^th December,2011, a giant beverages company Coca Cola has released new year campaign, and since 2009 Coca cola has been come up with global campaign with the punch line “ Open Happiness” which is going successfully as well as also coming with breaking clutter campaign. Especially, each festival is key part for Coca Cola that it can take good opportunity to established loyal & strong brand equity. One of the leading advertising agency McCann Erickson who is handle client Coca cola, as well  this agency has already been given so many breaking clutter campaign which has got good response.

Campaign Brief: - Latest Coca Cola campaign has come up with “Umeed Wali dhoop, Sunshine wali Aasha” which is conveying message about positive thinking, contribute your happiness, make your day happy. Jingle as well as lyrics is so nice and touchable, children are singing in chorus form which maintain the message & gives inspiration. And, the campaign is ending with the punch line “Believe in happier tomorrow”.

Jingle:- “Umeed Wali dhoop, Sunshine wali Aasha…..”

Punch Line:- “Believe in happier tomorrow”.

Advertise Link: - http://www.youtube.com/watch?v=xMaT4vcBG6Y

The same other thing is that Coca Cola has also been released “Two Lamp and Contribute your Happiness” campaign on Diwali Festival (India). It was also breaking clutter and touchable campaign where convey message of happiness.

There is a little lack in new campaign that campaign is much focus on jingle than data presentation and data presentation is also showing in little fast speed where viewers may not get much time to go through it. It can make much better if data execution and jingle both worked well. But, here people will more like jingle than data, but it should be need to focus on both. Data representation is also one of the U.S.P for this campaign.

However, the positive message is conveying very nicely with happiness that gives enthusiasm as well as inspiration too. Another important thing is that rival company Pepsico has not executed any new year campaign as well since many time Pepsico is not came yet.

Open Happiness!!!

Happy New Year!!!

2 Minute Break V/s 1 Minute Break And Viewers get Benefit

Entertainment break is going to become small now a day in order to maintain viewers interest. First, Start Gold Channel have been started “1 Minutes break” since more than 6 months ago and it has been got really good response. Because, the growth of television advertisement is growing and continuously 4-5 minutes advertisement making down interest of viewers. As well, many times viewers avoid watching full program or good movies due to advertisement bombarding.

1 Minute Break

2 Minute Break

Now, (Sony Entertainment television) SET Max has also started “2 Minute Break”  after Star Gold, overall  both of these channel are leading among the broadcast of Hindi Movie channel where its broadcasting continuously full day Hindi movie.  So, a “2 minutes break “ can also viable and viewers can get idea, as well as maintain their seat. UTV action channel is showing some different way , it is starting count down when 2 minutes remaining that viewers can get idea and coming back on same channel.

Due to reducing the break time, it is effect on advertisers also and they need to make plan accordingly. All Channels have to need to maintain their viewership as well as advertisers because both are very much important for channels and in absence of any one of them difficult to stay in competition. And, here 2 minute as well as 1 minute break can maintain viewership with advertisers.

Apart from both of these channel, other GEC channel have not started break in various half hour serial (Series), but It may be start or may not be. And, there is broadcasting more than 10 minutes advertise in half hour serial (Series). But, suppose they try to reduce break, it may chance to get high TRP with effective program content than at present TRP.

Star Gold is offering “1 minute” break while Set Max (Sony Entertainment television) is offering “2 minute” break, so what about others entertainment channel?

Will they start soon or not?

Share you comments

Star One channel is became now LifeOk

Star Group Channel Star one is now became Life Ok channel on 18^th Dec., 2011. Yesterday, it has been launched as well as also promoted by Bollywood Actress Madhuri Dixit; it was good launching with online live concert from 12.00 pm to 8.00 pm. As well, television promo & OOH have already been started since few days back; LifeOk will broadcast with all new GEC programs.

Star Plus has already been taken reposition by changing its logo on Diwali Festival time in India and, then Star Gold has been change logo & kept same one as of Star plus. But, Star one has made totally change name as well as logo with animated character & different colours.

Reposition is very important things where it needs to lots of work during changing logo, punch line, packing or else. Since 4-5 years, time is going to take reposition; many brands have already been changed its logo or change company corporate logo. If we talk about GEC channel, Zee Network (Zee Tv, Zee cinema etc.) changed. However, it has not being getting good feedback as well as not taken good reposition.

Website Link:- http://www.lifeok.com/home.aspx

But, here LifeOk channel name and program which will be showing, both have difference. It can not match perfectly. It can say that it might be trying to get different identity in order to take strong position. The important thing is that it can not say that LifeOk because, there has not been change in program categories compared to other GEC.

The meaning of LifeOk is that you are getting assure satisfaction, fully entertain, happiness, joy etc. with family or lonely. And, if you will analyze the program and watch program, Will it be give you LifeOk? The name of this channel LifeOk can be strong point where it will be take reposition.

If we are normally speaking about Life ok or if we will ask anyone that about LifeOk, quickly they perceived about health. So, the name is major directly related to Health instead of entertainment. However, still it can not say assure about that it will get success or not to take reposition and build up brand image because, it has just released now.

Will it get success and make really LifeOk of viewers or not?

Let’s see!!!

Innovative Promotional Contest by Tata Docomo

Since Tata Telecom has been tied-up with Docomo and entered in market with new avatar “Tata Docomo”, it has already been launched many innovative & breaking clutter campaign in telecom service provider segment in India. As well, every time coming with innovative & breaking clutter campaign. Tata Docomo is also being getting successively reposition in Indian market. It can say that Tata Docomo is 2^nd brand in India telecom segment that got success in reposition after Vodafone.

 Every consumers are speaking as Docomo or Tata Docomo but normally, I personally heard & observed that majority in Gujarat State (India) consumers are speaking word “Docomo” which is quickly catch in mind.

 For e.g. Excuse me “is there any new scheme available in Docomo?”, Do 50/100 INR recharge in Docomo, I want to buy Docomo pre-paid card, what kind of 3-G network scheme is available in Docomo like that.

Vodafone who has been made very much creative campaign esp. “Zoo zoo” concept and on that base Vodafone got huge response, established strong brand in market. After Vodafone Zoozoo concept, Tata Docomo is second one that came with other animated cartoonish type model & broke the advertising clutter. Each campaigning are conveying good & simply message to mass.

Recently, 2 weeks ago Tata Docomo has come out with new innovative campaign which is offering SMS-based contest for 28 days period; you have a chance to win Chevrolet Beat Car on every day as well as Yamaha YBR bike on every hour & talk time of 1 crore INR across 28 days where you have to do simply SMS of TICKET. We can say that this is one of the biggest consumer’s promotional SMS-Based contests where you have not to buy anything. This is totally free SMS-base contest, you have to do direct SMS & participate in this contest.

Normally, we are facing purchase base contest like you have to buy fix amount of purchase & on that base you get benefit of contest. Other service provider’s has not been launched such biggest SMS-based promotional contest in India.

Name of Contest: - Jeet ki Ghanti kabhi bhi baj sakti hai (Win of Bell can ring at any time)

Contest period: - 28^th November, 2011 to 25^th December, 2011 (28 Days)

What will b chance to win: - Chevrolet Beat Car on every day as well as Yamaha YBR bike on every hour & talk time of 1 crore INR across 28 days.

Launching Circle: - Across India except Delhi and Jammu & Kashmir. Unfortunately, these two are not included in this contest.  

Contest Eligible for: - Both GSM & CDMA pre-paid as well as post-paid Tata Docomo users can participate.

Advertisement Link: -  

http://www.youtube.com/watch?hl=en&v=hcdxMMkYqf0&gl=US

http://www.youtube.com/watch?v=N6t81HZ53xk&feature=relmfu

For more information about process of contest: - http://www.tatadocomo.com/jkg.aspx

Brand Campaign Strategy:- Christmas festival is coming and wish to reach more closed to consumers, this contest is very competitive where consumers do not have need to buy anything, they participate freely. Tata Docomo is always trying to come close with consumers, retain them as well as it has improved much in services too.

One important thing I would like to share you that Tata Indicom (Tata Teleservices Limited) all brands CDMA, GSM, 3G and Photon platforms will now be available under the unified brand Tata DOCOMO from 20^th October,2011. This is really good strategy has been used by Tata Telecom and Tata Docomo is working very well, acquiring market share, business revenue etc. than Tata Telecom.

Enjoy Contest & Be ready for prize!!!