Mastiii Music Channel - New Colours of Leader

A leading music channel “Mastiii” has come up with new avatar, new look as leadership and growth symbol. A Sri Adhikari Brothers Enterprise has launched “Mastiii” channel in July 2010, and getting huge success in music channel segment.

Mastiii channel has made change its look within short span of period and new look is really nice, effective, that show symbol of leadership and growing against rivals. The other strong rivals could not get such huge success despite of earlier launched like B4U, 9XM, MTC, Zoom Tv etc. All these channels are playing since many years but, still far away than Mastiii channel.

Mastiii channel is covering 75% music and 25 % comedy show so; it is focusing on punch line with “Comedy aur music sabse bada dose” i.e. Hindi music cum comedy channel. Today, Mastiii channel is standing no.1 position in Hindi Music channel market.

OLD LOOK

NEW LOOK

Competitors: - B4U, MTV, 9XM, E24, Channel V, Zoom Tv, UTV Bindas, Sony MIX, ETC,

This is the first music channel which has entered late in Hindi music channel market and covered good market share, leadership position, built up strong brand image and change look within short span of period (1 year). 

It has been used good strategy by Mastiii channel that “Understand the music market, music lovers”. The song selection, programming schedule or shows are much important for any music channel. It can say that core part of channel.

Recently, Sony Entertainment Group has also released new Hindi music channel which is called as “Sony MIX”. Sony MIX channel will assure give strong compete against Mastiii. Sony MIX is also getting good feedback and ahead in terms of position (Ranking) among other rivals.

Let’s See… How Mastiii will maintain its position with strong image.

Whisper V/s Stayfree !!!

Well known brand Stay free Sanitary Napkin which has covered good market share against rival brand Whisper. Almost more than 90% sanitary napkin (Menstrual period) market is covered by Whisper and Stay free brands, whereas Sofy brand is following its. Yes, Sofy brand has not made strong image in Indian market.

Whisper & Stay free both brands having wide range of sanitary napkin as well as offering customized products too as per target group market (Including teen age girl, working/corporate or married women).

Recently, few months back, Stay free has released new television commercial for different target market which has conveying message on “Aab Waqt Hai Badalne ka”(Now, Time has to change)”, this punch line is good which is influencing in mind of consumers (Women/girls).

Stayfree Tagline: - “Aab waqt hai badalne ka” (Now time has to change)

Whisper Tagline: - Have a Happy period

Advertisement Link of Stayfree brand: -

http://www.youtube.com/watch?v=2D37T-4fpd4 (Latest TVC)

(Latest “Morcha” campaign):- http://www.youtube.com/watch?v=xjH4aEP4QKo&feature=related

http://www.youtube.com/watch?v=adiLRA5kUTg

Stay free Campaigning Strategy: - The latest TVC of Stayfree where two corporate women are talking in car and worrying about an accident, they are looking on road but no one has found to help those aged couple. Then quickly one woman is coming out from car & going to help them. And, then suddenly other woman talking with her friend whereas her friend is replying “ Yahi toh soch badalni hai ( This thinking has to change)” and at the end voice over saying “Aab waqt hai badalne ka”. Now time has to change.

And another campaign “Morcha” which is trying to connect with country and focus on same message “Now Time has to change”. That lady is picking up dust paper from road and put it into dustbin, then explains to her friend about “Desh ki soch badalni hai, yahi toh soch badalni hai”.

Conclusion: - Overall, it shows “Thinking power of women/girls” in order to remove fear and feel protect from menstrual Period. But, in “Morcha” campaign when it connect with country, suddenly it gives reminisces of “Tata Tea” brand campaign “Jaagore (Awaken)”.  

Stayfree campaign is not giving that much effect compared to Whisper brand. Whisper is also came with new TVC recently on “Possible” i.e. “Whisper hai toh Possible hai”.

As well, recently, Stayfree has come up with new TVC which is on offering tips that how many time it require to use in a single day. Such differentiation gives good effect where consumers get information who does not know in detail.
Finally, if we talk about Whisper and Stayfree, then both brands do not require to much focus on brand awareness because majority consumers are already aware as well as using both brands.  But, if both brands will focus on other various U.S.P features, it will give more influence and building up image. Ultimately, Whisper, Stayfree or Sofy brands are focusing awareness in order to remove fear, inconvenience & feel protect during period. So, it needs strategy on tips, guidance, information, experience etc which will be giving much influence.

As well, Whisper & Stayfree brands are being used by Lower middle class, middle class, upper-middle class and Upper class despite of showing different target market in TVC.

Therefore, such brands need to consider lower-middle class and non-educated too who don’t have much knowledge. But still they are using by getting information from colleagues. 

Share your views…

Complan, Horlicks And Bournvita V/s Energy of Milk

A strong rival brands “Complan, Horlicks and Bournvita” are now conceptually focusing on “Energy of milk”. All brands are targeting on children growth by which conveying common message i.e. it includes many types of vitamins, proteins, calcium which will make strong bones, gives energy & growth.

Recently Bournvita has released the aggressive campaign on “Getting Calcium from milk or not?” It has shown in television commercial where one mother is asking to another mother that “what are you doing for calcium while you are giving milk to your child?” And, that another mother is replied thrice time “I am giving milk to my child”.

Ad Link: - http://www.youtube.com/watch?v=0SF4nMqqWdA

At that time, first mother is pointing out that “your child is getting calcium from that milk or not!”. Then quickly, another mother feeling confuse and thinking, what does it mean?.

And at the end of campaign voice over conveying message that “Use Bournvita which will be quickly absorbing with milk where children can get good energy”. Overall, Bournvita campaign is seems like as Horlicks campaign. As well, Bournvita has executed similar concept as like Horlicks.

Horlicks is now coming with the punch line “Dudh main Horlicks Milao, Dudh ki shakti badhao i.e.( Don’t drink milk without Horlicks) which is targeting to children.

Therefore, Bournvita also came up with similar concept. However, this campaign has been come back from market due to “your child is getting calcium from that milk or not!”. And, again it has come up with new one tvc campaign. That prior campaign was giving negative impact in market and television viewers also feeling clutter because it has launched very aggressively as well as running continue through out day. New campaign is good and it may again change the mind from old campaign.

If we talk about Complan brand which is being promoted by punch line “I am Complan Boy” since brand launching years. Today, Complan brand is also focusing on that same “energy concept” but it is more focusing on “Height wise growth”. The TVC shown that children will grow four time fasters than normal one if they will use Complan.

Recently, Complan has also released campaign in which a crowd of mother is visiting to “Department of Nutrition” where a Doctor is explaining the benefits of Complan. The main thing is that showing “Department of Nutrition” in order to attract consumers and getting trust from consumers.

Ad Link: - http://www.youtube.com/watch?v=xotxJBBzbrQ

Conclusion:-

It may give negative impact if such brands will be promoting by over-act. It gives clutter too where viewers may avoid advertisement. Because, everyone Indian is know very well about “Complan, Bournvita and Horlicks”. So, it does not need to promote by over-act or very aggressively where it feels clutter.

“One Milk, Three Brands Complan, Horlicks & Bournvita.” So, Do you want Energy of Milk? 

Share your views…

Packaging Strategy with Innovative concept

Company Brief:-

Vini group of company has established in March 2010, a founder of company Mr. Patel had been working with Paras pharmaceutical as well as handle many brands of Paras pharmaceutical. Vini group of company is offering various cosmetic as well as healthcare products. As well, it has been released only cosmetic, skin care and hair care brands.

There are few brands available in market like ‘White Tone Face Powder, Quco Hair perfume, 18 + Deodorant’. All brands are taking position in market as respectively segment and trying to cover up market share.

Overall, brands are targeting on premium segment and more targeting to youth class categories.

Recently, Vini group has released new body spray brand ”Fogg” for men and television commercial has already been released with good concept where no any other body spray brands have not been released advertisement yet. So, it can say that it will be U.S.P of ‘’Fogg”.

Brand: - Fogg (Body Spray)

Punch line: - Phir Khattam (Again Finished)

Advertisement Link: - http://www.youtube.com/watch?v=NP3H1z8bxY4

Campaigning Brief & Strategy:- The television commercial is focusing on unique feature where a young person is spray on his body but, he just feel as bottle has emptied soon and again then quickly his mood off and thrown that empty bottle. The reason is shown that more gas in bottle than spray and spray is empty very soon.

At that time, a voice over is introducing new Fogg brand body spray which gives pure perfume with full of bottle. As well, it is also showing difference between Fogg brand & normal other body spray brand.

Normally, whenever we spray on body, many times it feels that less spray & more gas where bottle is finishing soon. So, the main strategy is focusing on “Packing” point of view where Fogg brand is taking an opportunity to establish in market by conceptually.

It can also say that this concept may be impact on other rival brands either directly or indirectly. And, this “packing” concept will be core competency and U.S.P for Fogg brand.

Let’s see…How it will be impact further and get success or not.

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!!!