Switch To 'SOFY' Side Wall

After long time, ‘Sofy’ (a brand of “Unicharm”) has come out with confident campaign & confident brand ambassador. Though, in India a sanitary napkin market is dominated by two leading brands Whisper & Stayfree.

“Sofy” is brand which is appealing towards ‘flexibility’ where woman can feel relax & do anything with freedom during menstrual period. And, that’s why brand is trying to take strong position & generate more awareness as “Sofy Side wall”. It can also be say that core competency for “Sofy” brand because brand is showing that easily absorbency & flexibility during menstrual period.

Advertisement Link: - http://www.youtube.com/watch?v=EGZQFhG2yXo

Branding Strategy:-

Recently, Stayfree has already been released its new campaign “Muje Pankh Dedo (Give me a wing), that campaign is supporting to “UNICEF INDIA” whereas a 2 week ago ‘Sofy’ brand has also released new campaign “Be Confident, Switch to Sofy Side wall’ which is being endorsing by Bollywood star Ms. Anushka Sharma.

Previously, ‘Sofy’ brand was endorsing by Bollywood Star Ms. Prachi Desai but unfortunately, it was not getting that much success. But, now ‘Sofy’ brand has sign to Ms. Anushka Sharma as brand ambassador because brand is believe that she is energetic girl who can enable to give confident as well as Anushka Sharma has already given hit movies where she has been played key role.

Anushka Sharma  can be become  perfect for ‘Sofy’ brand and today she is already being endorsing brands like Nevia cream, TVS Scooty  Pep, Reliance net connect etc. and now ‘Sofy’ brand.   Overall, all brands are targeting to young consumers.

Yet, ‘Sofy’ brand is not much aware in India & also not available everywhere in India. Though, new campaign may enhance brand awareness, it would be work in order to cover the market & build up confident image.

‘Sofy’ brand is conveying message in TVC that it gives protection due to flexibility where you can enjoy everything with full of freedom & confident. At the end of TVC, it has shown by writing “Switch To” Sofy Side wall which is really used great strategy & conveying message against competitors (Whisper & Stayfree) that switch to ‘Sofy’ brand.

Ultimately, on this time ‘Sofy’ is conveying “Simply Message, but very confidently” for all young girl. 

The Great Indian Kitchen Festival by Big Bazaar

“The Great Indian Kitchen Festival” is now back again by giant hyper market brand “Big Bazaar” (Future Group). This Kitchen festival is already commenced from 9^th July, 2012 and will finish on 31^st July, 2012. It is covering totally range of Kitchenware, also guide about kitchen makeover tips.

There is an organized contest where customers will have to submit their kitchen photo & fill up participation form, and chance to win of “Best Kitchen Prize, Creative Kitchen Prize and modest kitchen prize. For more details, you can visit your nearest Big Bazaar Store.

Festival Period: - 9^th July, 2012 to 31^st July, 2012.

 It is really nice concept and innovative promotional strategy is being used by Big Bazaar, kitchen is most favorite place for women or it can also be says that kitchen is most closet friend for women where they are caring much, organized well, they always tries to makeover more convenient.

Recently, a week ago television commercial campaign has been released, where it shown all range of quality kitchenware with family. Big Bazaar is the only hypermarket brand which is always coming with innovative strategy with the consideration of consumers benefit. It also gives customers intrinsic value, increase brand equity & customer satisfaction.

Advertisement Link of “The Great Indian Kitchen Festival” :-

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

Big bazaar may be coming with another various offer on the festival of Independence Day, Janmashtami (Born of Lord Krishna), as well its regular campaign is going on every week of Wednesday which is known as “Wednesday Bazaar “. 

Overall, it can say that among the other competitors brand, Big bazaar one of the utmost active brand (Hypermarket category in India) which is focus on consumer behavior, understand their needs & demand.

Wait n Watch for next Innovative promotional offer in upcoming festive season…

Women for change - Stayfree & UNICEF

Superb! A very strong challenge is being given by Stay free (Brand of J & J) in sanitary napkin segment. A well – known only two leading brands & executing various strategy with innovative concept at regular interval i.e. only Whisper & Stay free. Both of brands are dominating in sanitary napkin segment, as well both are giving challenge to each other in order to stay as leader brand in India.

Overall Whisper & Stay free brands have already been taken good position in market & also movement of both brands are well where once any women / girls have buy, then very difficult to churn from one brand to other brand. Because, once women / girl are getting convenient during their menstrual period, then very less chance to move towards other brands.

Whisper has got positive feedback from its new campaign which was executing before 3-4 months ago. It has run very successful with strong punch line “Whisper Hai Toh Possible Hai” which is being endorsed by Indian Tennis Star Ms. Saina Nehwal . Whereas same time, Stay free has also been released new campaign “Woman for change (Ab waqt hai soch badalne ka)” by sponsored with new series (Diya Aur Bati Hum) on Star plus channel.

Market Players: - Whisper, Stay free, Sofy side wall (Segment Sanitary Nepkin)

Brand Endorsers: - Indian Tenis Star Ms. Saina Nehwal is endorsing Whisper brand.

Bollywood Star Ms. Prachi Desai is endorsing Sofy Side wall brand. And, Sharmila Tagore, Sakshi Tanwar and Sneha are endorsing Stay free brand.

But, now again Stay free has come up with innovative concept & effective as well as healthy campaign that really giving challenge to competitors. Stay free brand has introduced C.S.R. concept with the integration & support to UNICEF India (United Nations International Child’s Education Fund) by moving towards rural area & tap to rural market.

This is really good strategy which is executed by Stay free and the campaign (Women for Change) will be working itself, it will generate good opportunity to tap rural area, build up brand image, market coverage etc.  This new campaign is being endorsed by three Indian celebrity Sharmila Tagore, Sakshi Tanwar and Sneha  & all of them are playing different role for different women segment .

Advertisement Link:- 

http://www.youtube.com/watch?v=gatKwp4kplU

http://www.youtube.com/watch?v=4Pe-nBm0vpA

Campaign Brief: - Normally, rural girls are facing much difficulty in their menstrual period during studying age, and unable to come out from home despite of they want to fly freely. The jingle is conveying message “Want to fly freely, give me wings”, and if you will see the ad thoroughly, it has shown girl’s life in rural area from childhood to teenage. The campaign is also conveying message that they can able to do anything, it build up confidence.

At the end of campaign that celebrity conveying message “Women for change” where every women can able to get right to live healthy & happy life.

Ultimately, this campaign is trying to build up confidence of all rural women / girl who are facing various kinds of inconveniency during their menstrual period. For, that Stay free is now supporting to UNICEF where it can be reach to rural market & also build up brand image as good C.S.R activity.

“Women for change”, it is good chance to make revolution for “Stay free”…

Now, waiting for Whisper campaign… What Whisper will bring new?

Fair & Lovely Advanced Multivitamin : Fairness Treatment

Today, people are becoming more n more health conscious, doing various kinds of skin care, body care & personal care treatment. And, there are immense of fitness centers, private skin clinic, therapy centers, body massage center etc. available in India. Another side, there are also available enormous brands for skincare, hair care, body/personal care & conceptually products range are increasing day by day.

Now a day, brands are working like “one stop solution” for consumers. Consumers are also became “Convenience Conscious along with price & quality conscious. The simple thing is that company is introducing a kind of product where consumers can able to take more benefit with convenience. Because, company is understand  very well consumers demand as well as also create that type of product with ease concept where demand generate automatically.

Recently, Fair & Lovely brand (Hindustan Unilever Ltd) has extended its brand length & introduced new brand which is known as “Fair & Lovely Advanced Multivitamin”. The TVC has already been released in April ’12 month which is endorsed by Ms. Yami Gautam as well as Ms. Yami Gautam is already being endorsed whole Fair & lovely skin care brand portfolio.

New brand: - Fair & Lovely Advanced Multivitamin

Punch line: - Sirf cream nahi, fairness treatment hai (It’s not just cream, its fairness treatment)

Concept: - Branding campaign is appealing against skin care treatment where you do not need to visit skin care clinic for better fairness because this Fair & Lovely Advanced Multivitamin” is giving you fairness against spots, under eye treatment, De-tan polish treatment, anti dullness &vitamin mask. And, the U.S.P. (Unique Selling Proposition) is “Its not just cream, it is fairness treatment”.

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

Strategy Execution: - In every Fair n lovely campaign, Strategy executions is well-planned & very much effective as usual. As well, it is always coming with innovative concept & ideas. This campaign is clearly shown that one cream is giving you effective fairness treatment as like skin clinic.

That’s why brand is focus more on that “it’s not just cream but its fairness treatment. Today, Fair n lovely is one of the leading brand among skin care segment.

Let’s share your view about new concept …

Understand Consumer Behavior & Needs And Tata Sky

Great surprised given by Tata Sky, introduced simultaneously 3 campaigns in D.T.H service market. Really it can say that Tata Sky only brand in D.T.H Service providers market which understands “Consumers needs & behavior”.

 Just before 3 months ago, Tata sky has released service campaign like 24x7 hour call center service, relocation service, and In-time service. Now, a week ago again Tata Sky has released another 3 campaign with new concept & ideas.

We can say the core competency for Tata Sky is: - Provide Service by understanding Consumer behavior & needs. Yet, none of any brands have been executed such services in market.

Tata sky brand has already been created strong brand image with the punch line of “Isko Laga dala to life jinga la la”.

Total Market Players: - Dish TV, Tata Sky, Sun direct, Videocon d2H, Airtel Digital TV, Reliance Big TV

Website Link: - http://www.tataskyplus.com/vod.html

The new campaigning:-

(1) 3 Day grace period: - It is focusing on that Tata sky is offering 3 day grace period for payment. If you have not make payment on last date of bill, your connection will not disconnect because Tata Sky is offering 3 day grace period where you can make payment easily.

(2) Payment Reminder: - This campaign is focus on payment reminder, if you are supposed to migrate from one state to other state or made change in your mobile number, immediately provide to Tata Sky in order to give payment reminder call.

(3) Package Advisor: - Tata Sky is offering best package advisor service where consumers can enjoy well, satisfy with channel package, saving amount. They can also offering best package from your previous bill if you are existing consumers.

Strategy Execution:-  In every campaign, Tata sky has been used “women”, as companies are believing that women are most influencer in market, even though majority brand campaigns are being promoted by adopting women. The same thing done by Tata Sky as well as it has used women with the purpose of service & target market.

Advertisement Link: -

http://www.youtube.com/watch?v=MXVZx7nElJU (3 days grace period)

http://www.youtube.com/watch?v=B-miRIJVpD0&feature=related (Payment reminder)

If you will analyze in 3 day grace period & Payment reminder service campaign, both women are looking young. And, it has also shown young married women in “Payment Reminder” campaign.

Advertisement Link:-

http://www.youtube.com/watch?feature=endscreen&v=SiNUpo73qIY&NR=1          (Package Advisor)

In Package Advisor campaign, it has shown 3 women who are playing different role, their different view & all 3 women are looking from different category (Age wise) like young & unmarried (22 to 28 age appx.), old age  & married (48 +age appx.) and married women (32 to 42 age appx.).

That old age woman is speaking about “Insurance company” that’s insurance company (Employees) taking any insurance by manipulation or without giving any proper advise. Even today’s people are feeling inconvenient about insurance sector as well as people are avoiding call from insurance company, too much negative perception in mind of people.

Being used the word insurance company by Tata Sky, it may give negative impact in mind of insurance company which also can be effect on Tata Sky brand. This campaign becomes much better without using word “insurance company”.

Overall, Tata Sky has introduced good services, but it will be much better when Tata Sky will get positive feedback & benefit from these services.

Let’s see how Tata Sky will maintain brand & consumer behavior…

Big Bazaar : Price Challenge

Few months back, a giant hyper –market retailing brand “Big Bazaar” (A part of Future Groups) has been celebrated its successful 10 years & also revamped its corporate identity by changing logo & tagline. Now, it is focusing on “Naye India Ka bazzar” as per modern trend or indian consumers scenario.

The core competency of “Big bazaar” is always focus on “Pricing Strategy with offering branded items” which is targeting to mass people & all class of consumers. Big Bazaar has made change the buying scenario from “Kirana/Provision Stores to Big BazaarMall’. Though, middle class or lower middle class consumers are preferring to buy from provision stroes. However, Big Bazzar has never give up its efforts to divert/churn more consumers from provision stroes to Mall.

This is the only strong brand which is offering “competitve price” by executing various strategy. Big Bazaar has already been built up good position in the consumers mind. Still, it has to need build up strong brand equity & brand loyalty towards consumers.

Recently, Big Bazaar has released advertising campaign which is focusing on promotinal pricing strategy. The campaign is already released a year ago but now again it is being run because the summer season is going on in India. So, Big Bazaar is trying to take good opportunity by providing “ROI”.

Advertisment Link :- http://www.youtube.com/watch?v=KHVJM2-3isc

This campaign is endorsed by bollywood actress Vidya Balan & offering “Big Bazaar Price Challenge” where company will give you refund double money if you will get low quality for same brand from other place. The startegy execuion is about offering challenge with very much confidence where consumers are ready to buy or willingly go to buy products from Big Bazaar.

There are many others retail mall available in Indian market, but difficult to beat Big Bazaar. Before 3-4 years ago, Reliance Mart has been executed various startegy & also opened many malls in various states. But, it could not compete longer against Big Bazaar. Reliance has been execued different strategy that it came with category wise in Indian market like Relaince Fresh (For Vegetable n Fruits etc.), Reliance Jweles (For Jwellery), Reliance Footwear, Reliance Super mart etc.

Big Bazaar is executing right strategy on right time and this campaign is also being released on right time. Big Bazaar is focusing more on print media & Radio than TVC & it can be right startegy planning as per target consumers.

Share your views about “Pricing Strategy”…  

Cadbury Dairymilk "Shubh Aarambh (Auspicious Beginning)"

Cadbury India Ltd. Brand “Cadbury Dairymilk” has already been taken strong position in Indian chocolate market. Now, Cadbury Dairymilk is trying to make strong brand loyalty & brand acceptance. As well, since Cadbury Dairymilk has introduced concept “Shubh Aarambh (Auspicious Beginning)”, it became really “Shubh (Auspicious)” as well as still getting positive result. There is punch line “ Kuchh Mitha Ho Jaye (Do some Sweet Taste)” which really influence towards end-users (consumers).

The core competency of brand Cadbury Dairymilk can be “Kuch Mitha Ho Jaye (Sweet Tatse), Aaj Mithe mein kya hai” as well as unique packing. Today, consumers are speaking willingly “Kuch Mitha Ho Jaye (Sweet Tatse), Aaj Mithe mein kya hai”. So, brand itself positioned in the mind of consumers that really gives “Value for Money”.

Recently, Cadbury Dairymilk has released new TVC campaign with innovative & unique concept that conveying message “Shubh Aarambh (Auspicious Beginning)”. Although, both TVC campaign are co-relate with social responsibilities.

(1)    College Ragging (Brief about Campaign) :-  The TVC has shown about students are taking ragging in college, they calling one boy & telling to join with other boys. That boy is start to giving a piece of Dairymilk to everyone before he joined. Someone is asking to boy that why this Dairymilk or for which purpose you are giving us? Boy replied that his mom is telling “Take Sweet before going to start any new work”. Then everyone is going to hug that boy & they become friend. At the end of this campaign, voice over is coming up with tagline “Shubh Arambh (Auspicious Beginning)”.

Advertisement Link: -  http://www.youtube.com/watch?v=yVns046DbkU

(2)    News of Pregnancy (Brief about Campaign):- The TVC has shown about a lady who is pregnant & thinking about how to give good news to her husband. She is trying to speak various ways by looking towards mirror and when she is speaking that she want to eat some sour things. Meanwhile, her husband has heard that she spoke. Lady shocked by looking towards husband and suddenly telling that she want to eat sour things. Husband going to take & when he is coming back; he is giving a piece of Dairymilk and telling her that “First take some sweet before starting a new life”. At the end of this campaign, voice over is coming up with tagline “Shubh Aarambh (Auspicious Beginning)”.

Advertisement Link: -  http://www.youtube.com/watch?v=rFq7M1vUIgU&feature=relmfu

Conclusion:- Today, brand “Cadbury Dairymilk is coming with various TVC campaign which is targeting to different consumers with only one message “Shubh Aarambh (Auspicious Beginning)”.

Brand acceptance and loyalty level is growing day by day. As well, brand is giving positiveness in the mind of consumers by continuously focusing on “start any new thing with the piece of Cadbury Dairymilk, it will give good result”.

Another important thing is that brand is trying to keep much closer & making strong relation with each other. And, always coming with effective strategy & execution that maintain brand equity, every regular interval (including festival), brand Cadbury Dairymilk is coming with new campaign & recalling “Shubh Aarambh (Auspicious Beginning)”.

Share your views … and make your everyday “Shubh Aarambh (Auspicious Beginning)”.