Zyada Fanta, Zyada Masti & Jump by FANTA

A giant soft-drink manufacture Coca-cola has released new campaign of its sub-brand “Fanta”. Likewise, Coca-cola is always coming up with unique concept, unique message & creative campaigning strategy, same as Fanta also always coming up with unique

concept & brand campaign.

On another side, Fanta rival “Mirinda” (PepsiCo India) has also released its new campaign on”breathless’ concept with two delicious flavor.

Total Soft drink Market in India: - INR 9000 Crore (Apprx.) of which 15% market contributed on “Orange flavor” market. And, Fanta & Mirinda both are offering orange flavor taste.

Major Orange Flavor drinks market players (Brands) in India: - Fanta, Mirinda, Tropicana, Tango, Rasna & Slice

Fanta Strategy: - Fanta have already been used two Indian celebrity but now it is coming with 3D animated concept which conveying good message “Fun & Taste” with Fanta. This concept is really working well without any celebrity, innovative ideas with animated character.

Advertisement Link:-

 http://www.youtube.com/watch?v=0A2MTxVo280 (Fanta new ad)

http://www.youtube.com/watch?v=FagDus8wmDQ&NR=1&feature=endscreen

The new TVC has already been released, which is based on “make you jump” with Fanta. Each bite of Fanta will give you “Jump, Taste & Fun”. TVC is like that once you will see; willingly you want to see again if it will come again in TV.

Punch line: - Zyada Fanta, Zyada Masti ( More Fanta, More Fun). This punch line is core competency as well as brand identity for Fanta brand. Its catchy & funny punch line.

While Mirinda brand is endorsing by bollywood actress Miss Asin, Mirinda brand itself is not working on specific concept like Fanta. So, it may chance to get an opportunity & cover good market especially in Summer season, the summer season will be coming soon in India, there is well-demand of orange flavor drink in summer season for instant energy drink with taste of orange.

Let’s see in Summer Who will do “Zyada Masti (More Fun)”..

Again Innovative Service Introduced by TATA SKY DTH

Again n again n again.. What an innovation!!! Wonderful innovation made by Tata Sky DTH service. After 3 – 4 months, Tata Sky DTH has come up with two breaking clutter campaign and innovative service for their consumers. 


 Every time, Tata Sky DTH campaign works well, getting positive feedback from consumers. As well, Tata Sky is always coming with unique concept & clutter breaking campaign where consumers will be coming willingly to know more about services. The new concept like Tata Sky Mobile apps, Active English, Active Cooking, Consumer offers (Pooch dala campaign) which are very successful and clutter breaking campaign & services too.


 Tagline/Slogan:- Issko Lagah dala toh life jinga lala


 Funny but unique slogan and it has already been taken strong position in mind of consumers. This slogan is getting huge response from market since introducing period.


 Core Competency of Tata Sky DTH:- 


 (1)  It is “Understanding Consumers Need & Value”. So, always consider consumers while making campaign.


(2) It is “Understanding Corporate Social Responsibilities”. Many of Tata Group brands are connected with Indian Nation. Majority campaign are conveying good message.


 Brief About Two New Service & Campaign Strategy:-


 (1)   Tata Sky Relocation Service:-  The service is about whenever you will go to relocate any where in India, Tata sky service executive will be follow you and Tata Sky executive will be settle all things again at same relocate place. So, the new campaign has released before a week ago and come up with “Relocation” concept. You do not need to worry about set up box arrangement if you are migrating or relocate to other place in India.

 Advertisement Link:- http://www.youtube.com/watch?v=JQyV26URijc


 The concept is really nice & unique but the important thing is that how much % consumers need to “Relocate Service”. It can be target more on Job/service persons who are relocating frequently.


 (2)   Tata Sky 24x7 Service:- Now, Tata Sky is offering 24 x 7 service where you can call to Tata Sky on toll free consumer care number and demand of movie as per your choice. You can watch any movie by calling 24 x 7 hours Tata Sky consumers care.


 Advertisement Link:- http://www.youtube.com/watch?v=xWSdxjTA1GE


The TVC shown that a married woman is talking on phone and meanwhile her husband come at home & asking to wife “Were you talking with whom at 1.30 pm night? Wife replied to husband that as you are coming late and busy with your work. Quickly, husband redial that same number & phone receiver say “Welcome to Tata Sky May I help you? So, the concept is about “Suspicion”.


 At the end of commercial, Voice over say whatever you need service, our Tata sky service will be open 24 x 7 hours.


 As well, before a month ago Dish Tv has also released new campaign “Dish Sawar hai” where you will be getting more than 330+ channel. It is endorsing by bollywood star Mr. Shahrukh Khan. The costume theme and make up has taken from the Hollywood movie 300. And, due to 330+ channel offer, this 300 movie concept has been adapted.


 But, Dish Tv campaign is not giving much strength & effect like Tata Sky.

 Share you views…

Samsung V/S Nokia

Samsung a giant market players in Electronics items, as well Samsung is now playing very aggressively & strategically in Indian market. Samsun has been made lots of change in Indian mobile market within 2 years as well as covered healthy market share in India.

Samsung is playing against two strong rivals Nokia (In Nominal phone) while Apple (In Smartphone).

Samsung has covered huge market share & broken Nokia Market share in India. It was time where the word ‘Nokia” was coming on tongue of Consumers. But, that word has already been removed by Samsun or reduced by Samsung. Now, the words are like “Samsung Champ”, Samsung Galaxy” or Samsung new mobile “coming on tongue of Indian consumers.

Tag Line:- What Next? Samsung is always considering its tag line and coming with various kinds of new brand model.

The core competency of Samsung is that coming with quality & attractive model with well-advanced features and highly competitive price (Economy price) where consumers can feel ‘value against buying’. As well, it is highly targeting on Youth market..

Today, Indian mobile handset market is become cheap (in terms of Price). Consumers are getting more facilities by paying nominal price. Today, Indian mobile market becomes “Dual SIM” where consumers can easily use multiple purposes.

No.of Market Players in Indian Market :- Nokia, Samsung, Lava, Karbon, Zen mobile, Maxx Mobile, Micromax mobile, Spice etc. ( For Lower middle class, Middle class, Upper middle class segment).

Above all brands are offering high range models & smart phone too.

Other brands are Sony Erickson, blackberry etc. are offering premium model.

Samsung strategy: - Samsung is using two types of strategy in India. The one is about aggressively branding/marketing (All Media) with Pricing Strategy. On other side, Samsung mobile brand is also endorsing by bollywood star Mr. Aamir khan. So, the strategy is like on regular interval endorsed by Aamir khan as required and other side by introducing creative concept & innovative features.

Recently, Samsun has released new model Samsung Champ Deluxe Duos which is offering price 4750 INR (Apprx.). The model is focusing on “New Apps” concept where you can engage with your group or elsewhere. The TVC is about targeting youth market and youth can able to do anything, TVC shows resolution bill pass through “chaton Apps” and conveying message that use Apps smartly and to world smart.

Advertisement Link:-  http://www.youtube.com/watch?v=e7LeAGSr_xE

The overall concept is really nice and Samsung Champ as well as Samsung Galaxy both brands are getting good response.

On other side, Samsung is also competing in Smartphone market, offering ‘Android OS’ against Apple Mac OS. While Nokia has not got much success in smart phone market due to many factors from which the most important factor is that Nokia is offering Window OS in smart phone which performing low compared to Android OS.

So, Samsung has got good opportunity to beat Nokia and compete against Apple. Samsung is introducing at least 5-7 new models per month in Indian market.

Share your views… What Next?

Strategy using by Telecom Service Providers In India

Today, telecom service provider industry is going to change in India after entered 2G and 3G service. Competition is already become tough and all telecom service providers are trying to take position by much strategically.

Within 2-3 years many other new service providers are entered into Indian market and made healthy competition with good market coverage. Let’s see company/brand wise strategically analysis:-

Total GSM Market Players: - Airtel, Vodafone, Uninor, Idea, Reliance, Tata Docomo, BSNL/MTNL, Aircel, Videocon.

(1) Uninor: - Uninor brand is a joint venture between Telenor Norway & Unitech which has entered before a year ago in India and today Uninor has already taken good brand position in Indian market. Today, Uninor is playing with 5.99% market share among all GSM players. Within short span of period, it has covered good market share, covered good subscriber base and competing strong against rivals Airtel, Vodafone, Idea, Aircel etc.

Strategy: - Uninor brand has adopted “Pricing Strategy” since launching period. However, pricing strategy already been used by other service provider but no one brand come yet like Uninor pricing strategy . As well, it is coming with various kinds of unique ideas & concept on pricing part. And we can definitely say that “Price” is core competency for Uninor brand. Overall media planning too strategically where it is covering majority print media (Esp. Daily news paper), OOH, Digital media as well as TVC campaign is using much less.

(2) Airtel (Bharti Enterprise):- After changing a corporate identity, Airtel is trying to get re-position in market by targeting on youth market. The new campaign is focusing on “Har Eak Friend Zaroori Hai” in order to take strong position in youth market. Today, Airtel is moving towards totally on youth market than others.

Recently before a month ago, Airtel has released so many various kind of campaign like Curious Friend, chipku friend, proxy friend, LOL friend, Facebook friend, Sharing friend, etc. The ultimately, it is conveying message about its punch line “Har Ek Friend Zaroori Hai”.

Advertisement Link: - http://www.youtube.com/watch?v=Xbgk8-9vzAE&feature=endscreen&NR=1

Overall, Airtel has lost its position from market in terms of brand equity, market share after changing logo.

(3) Vodafone: - Vodafone is getting good success and built up strong brand image in market. The Zoo zoo campaign was getting huge positive feedback and on that base Vodafone got good image. Still, the Zoo Zoo concept is running and already released various VAS services campaign as well as 3G service campaigns.

Vodafone is much strong rival of Airtel and Vodafone has also covered good market share with growth.

(4) Idea (Aditya Birla Group):- Idea brand is now much focusing on 3G network service, brand is endorsing by bollywood Star Mr. Abhishek Bachchan. The campaign is always good with creative concept but yet Idea brand could not bit either Airtel or Vodafone.

All above brands are trying to get position on their specific market and want to build up stronger brand equity.

 

Subscriber base:-  Airtel having 176.95 mn with 27.3% market share, Vodafone having 148.60 mn with 22.93% market share, Idea having 108.12 mn with 16.68 market share, BSNL having 93.42 mn with 14.42% market share, Aircel having 62.46 mn with 9.64% market share while Uninor having 38.79 mn with 5.99% market share.

Subscriber Growth: - Airtel 0.55%, Vodafone 0.58%, BSNL 0.93%, Aircel 1.33%, Idea 1.64% and Uninor have achieved 6.86% growth in subscriber base.

Conclusion:-

We can make easily analysis that Uninor has achieved good market within short span of period as well as also built up good brand image in Indian market.

(Source for Statistical data: - COAI, All data are Jan 2012). 

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…