Branding Concept "Switch To" ..

Three Brands are playing in sanitary pad segment Whisper, Stayfree and Sofy, out of them total 90% (Appx.) market dominated by Whisper and Stayfree brands. Merely, Whisper is rolled out with new campaign of Whisper Ultra Clean - “Switch To” concept which is targeting to age group 18 -26 year girls.

Object of Sanitary Pad is mainly “High & Prompt Absorbency” during menstrual period which is being strategically appealed by all three brands.  

Branding & Communication Strategy:-

New campaign of Whisper Ultra Clean directly conveying message “Switch to Hamesha (Always) Whisper Ultra Clean & Free from frequently changing pads. Brand itself is appealing that One Whisper Ultra Clean Pad having capacity to absorbing 5 time much better than ordinary pads. Many times Girls are feeling nervous, bring down her confidence, constraint in work due to frequently changing pads, the same thing has been conveyed by Whisper Ultra Clean.

Television commercial:- http://www.youtube.com/watch?v=S3xFhmU-e3I

TVC Communication Highlight:- Young Girl is refusing to her friends for meal and seating there on top place where she is painting. It means you can work freely and confidently wherever & whenever you are during period.  Secondly, she is appealing that “make your own rules and forget old rule because 1 whisper Ultra clean = 5 ordinary Pads.

“Switch to” concept has already been executed by Sofy Side wall brand a year back (July’12) and campaign been endorsed by Ms. Anushka Sharma (Bollywood Actress). The same concept is carried on with little changed which is influencing more and support to increase brand value.

“Switch To” Concept same but the communication changes are between Whisper Ultra clean & Sofy Side wall:-

(1) Punch line Switch to Sofy Side wall (For Sofy brand) and Switch to Hamesha (always) Whisper Ultra Clean

(2) Pads Featuring for Why need to Switch:- Sofy featuring that it has unique & flexible side wall which is protect from leakage and dry for longer time. While Whisper Ultra Clean featuring that it has capacity of 5 times dry promptly & better than ordinary pads (1 Whisper Ultra Clean = 5 Ordinary Pads), and no need to change pads frequently.

Television commercial – Sofy: - http://www.youtube.com/watch?v=EGZQFhG2yXo

Television commercial - Whisper:- http://www.youtube.com/watch?v=S3xFhmU-e3I

(3) At the end of TVC Sofy has shown  word “Switch To” because yet brand could not build image as well as still it has lack of brand awareness across India. While at the end of campaign Girl herself conveying message “Switch to Hamesha (always) by her voice. Because consumers are aware well and already built strong brand image globally.

(4) Girls has wearing same color costume & shoe as color of Whisper packaging and it is showing acceptance of brand While Sofy TVC has not found the same.

So, concept is same but communication strategy & style is much different which is influence brand image, brand value and brand identity towards consumers. Consumers are aware with all brands however it will be playing vital role to maintain the same. Since 2-3 years Stayfree is more emphasizing on CSR activity with conveying message Ab waqt hai badalne ka (Now, Time for Change).

My Previous Post for Reference:- http://viragbrand.blogspot.in/2012/07/switch-to-sofy-side-wall.html

Let’s see whether “Switch To” concept will work or not!

Welcome for Happiness, Welcome to Big Bazaar

Not merely Welcome, but doing ‘Warm Welcome by Big Bazaar’ on this Diwali Festive Season in India. Big Bazaar (A giant retail - hypermarket & Brand of Future Group) is celebrating every year Diwali Festival and Welcome by heart.

But, on this time being a consumer I am personally feeling that Big Bazaar is doing “Warm Welcome” to consumers. Merely a week (15^th Oct. ’13 approx. date) ago, Big Bazaar is rolled out new Diwali Festive TVC Campaign on Home Décor with punch line “Swagatam Khushiyon Ka, Swagatam Big Bazaar Mein (Welcome for Happiness, welcome to Big Bazaar)”.

Branding Strategy:-

Till, Last year (2012) campaign was focusing on punch-line “Swagatam Dil Se, Swagatam Big Bazaar Mein (Welcome from Heart, Welcome to Big Bazaar), but on this time, Big Bazaar has replaced only single word “Swagatam Khushiyon Ka (Welcome for Happiness) instead of Swagatam Dil Se (Welcome from Heart)”.

Television Commercial:- http://www.youtube.com/watch?v=hs3-pQr7obc

My Last year (2012) article on Swagatam (Welcome) by Big Bazaar: - http://www.viragbrand.blogspot.in/2012_10_22_archive.html

Every consumers are desire to get them “Value for Money (Including brand, quality, price & Service)”, so if consumers are getting “Value for Money whenever they shopping, obviously it gives SATISFACTION to them. Satisfaction will give HAPPINESS to them and Happiness will give SMILE on their face. And, Big Bazaar desiring that consumers bring Smile on their face with shopping, that’s why “Welcome for Happiness”.

Here, it can understand that how is the significant of Single word and its impact towards consumers as well as brand. Big Bazaar has released the same Diwali festive campaign but the style of “Welcome” has been change with punch line.

There are major five segment / category where consumers are shopping on Diwali Festival:-

(1) Household (Kitchen item, Home Décor etc.)

(2) Electronics (Refrigerator, Washing machine, Air Cooler, TV, Computer, Mobile etc.)

(3) Automobile

(4) Jewellery / ornaments

(5) Garments / Footwear

Big Bazaar is the only brand in hypermarket segment which is offering not only for sales but also celebrating Diwali Festival with Consumers by Welcome Wish.

Welcome for Happiness, will bring Smile on your Face ….

Horlicks, Bournvita and Complan = Child's Grow

Mainly, three health drink brands are consistently focus on Child’s Growth by representing nutritional supplements & Vitamins. Those brands are Horlicks, Bournvita and Complan…

Market Share in India: - Horlicks over 50 % holding market, Bournvita 16.2% whereas Complan having 13.9 % (Till March ’13).

On this time, two brands have been made change and rolled out with distinctive campaign to sustain in market and rapidly movement of brand.

Bournvita Strategy:- Released campaign with new punch line “Taiyyari Jeet Ki (Preparing to Win)”. Overall campaign is emphasize on every aspects “Good Habit” for child growth. Mother is continuously preparing his boy for race, ultimately boy chase his mother after continuous efforts and at the end of campaign conveying message that “Only Mother can understand better prominence of good habit”. Good habit is that mother is giving Bournvita daily.

Television Commercial:- https://www.youtube.com/watch?v=ev_IC0bgY04

Good campaign which gives energy and boosting up confidence as compared to prior one “ Doodh ka calcium waste (waste of Milk’s calcium)”.

Complan Strategy:-

(1) First campaign interaction between Doctor and Boy, the problem of boy is Height because his colleague calling him Chhotu i.e. small in height and asking for solution to Doctor. Doctor suggesting Complan which grows two times faster.

Television Commercial:- https://www.youtube.com/watch?v=HEUYrC0H7pY

How can alone boy directly ask to Doctor? It can’t possible and should not represent. Poor strategy is being used by Complan. Tomorrow, it may chance that every school boy going directly to Doctor and ask for any solution.

(2) Second campaign Complan rolled out new campaign with Price conscious factor from brand conscious. Complan is offering Rs. 20 off (INR) So hurry up…

Television Commercial:- https://www.youtube.com/watch?v=HGa7cWKo5Vg 

TVC is shown that one boy is feeling mood-less because his colleague called him “Chhotu i.e. small in height”. Suddenly his friend is coming and suggesting that “Tell your Mother to give you Complan, and boy replied with wonder expression Complan!, but in off-mood saying mother is giving cheaper health drink, not giving Complan. 

At the end of campaign Smile comes on boy’s face while his friend telling that now Rs. 20 off convey the same to your mother.

Always should taking care in communication dialogue that punching “Mother is giving cheaper health drink”. It should not use because mother is always caring and thinking good for her child. Mother is supposed to buying health drink for result, not for price and she knows well which one is better for her child. 

Today, consumers are aware well about Horlicks, Bournvita and Complan. By reducing price, consumers will not switch over rapidly from one brand to other in this segment. Health drink for child is such segment where brand is “Value for Money”, consumers will ready to pay willingly if they will be getting good results.   

It could be better if Complan has released some innovative campaign rather than price.

Share your Views… 3 BRANDS = CHILD’S GROWTH

Snack Time, Fanta Time by Fanta

Fanta has carried on “Zyada Fanta, Zyada Masti (More Fanta, More Fun), rolled out new campaign with “Snack Time, Fanta Time”. This is the merely brand in entire soft drink market which has been released 3D campaign with animated protagonist since more than two years.

Television Commercial:- https://www.youtube.com/watch?v=OSaFZn0xNI8

Previous Post for Reference of Soft Drink Market:- http://www.viragbrand.blogspot.in/search/label/Fanta

The new campaign ““Snack Time, Fanta Time”, is trying to change perception and precisely conveying that take Fanta during snack time. Fanta has executed innovative campaign with good strategy and emphasize on to change consumer perception. Traditionally, people are drinking tea/coffee during snack time in India (Including youth). Though, Fanta is mainly targeting to young group consumers.

Two brands in India have been changed utmost consumers perception:-

(1) When any celebration, occasion, begin anything new or festival comes, consumers are preferring Cadbury Dairy Milk as Sweet. Since launching campaign “Kuchh Mitha Ho Jaye (Let’s have something sweet) by Cadbury Dairy Milk, being getting huge success and sorely touching emotionally.

(2) When Wednesday is coming, it reminisce that Hafte ka Sabse Sasta Din (Economy day of Week for buying any household items) by Big Bazar (Giant Retail Outlet & brand of Future Group).

This can be really good attempt to build brand image in mind of consumer because today consumers are willingly want to change, finding new things and if such campaign will be commencing to “Click”, brand will become strong. Campaign should be endure with same message like Cadbury Dairy Milk and if Fanta can endure its campaign “Snack Time, Fanta Time” at regular interval, it has chance to go hit against rival brand Mirinda (PepsiCo).

“BUILD BRAND BY CHANGING CONSUMERS PERCEPTION AND WILLINGLY ACCEPT THE SAME”

Yahoo : New Look

Insistently, Re-branding/ Reposition trending is going on since 3 years. Many companies have already been made change in its corporate identity / brand identity as well as also taken good reposition in market. 

Herewith, I would like to share list of brands which have already been unveiled with re-branding almost within 5 years, out of which major brands has revamped in merely 2 years. The lists are as under:-

(1)    Videocon (Changed in Logo)

(2)    Titan (Watch brand):- (Recently, Changed in Logo with new brand name Titan Company)

(3)    Airtel (Telecom Service provider):-  (Changed in Logo)

(4)    Star One (GEC TV Channel):- (New name Life Ok with new logo & taken strong position where viewers forgot Star One).

(5)    Zee Tv (GEC TV Channel):- (Changed in Logo)

(6)    Mastii (Brand of Sri Adhikari Group – Hindi Music Channel):- (Changed in color of Logo)

(7)    Big Bazar:- (Changed in Logo as well as Tagline)

(8)    Micromax Mobile Handset :- (Changed in Logo)

(9)    Godrej:- (Changed in Logo)

(10)Nivea:- (Changed in Logo)

(11)P & G (Procter & Gambel:- (Changed in Logo)

(12)Dowjones:- (Changed in Logo)

(13)Mozila Firefox:- (Changed in Logo color)

(14)Domino’s Pizza:- (Changed in Logo & remove name pizza)

(15)Facebook:- (Changed in Logo i.e. shape of 'F' with line shade)

(16)Twitter:- (Changed in Logo i.e. changed bird picture)

(17)Microsoft:- (Changed in Logo)

(18)USA Today:- (Changed in Logo)

(19)Ebay:- (Changed in Logo)

(20)Universal Pictures:- (Changed in Logo)… you can add many more …

Now, one of leading, holding 2^nd rank overall and holding 1^st rank commercially e-mail provider search engine “Yahoo” unveiled with new brand identity / re-branding across globally, that has been made change in color & font shape of logo.  

Changes are done like from lighter to darken purple color and from jumbled shape of font to sharp/straight font. However, Last letter ‘O’ is remained little jumble. 

New Logo

New logo of Yahoo may be letting down to users and it is not sorely reflecting as well as also not finding anything new which can identify differentiation. Really, old one logo is much better than new one if we will compare yahoo products. Yahoo is mainly providing commercially good service (i.e. E-mail/messenger) and other like updating world’s news, fun, entertainment, sports etc. overall all kind of general search. So, overall if we can analyze, old logo seems perfectly as per offering various services by Yahoo. 

Color is playing key role while creating logo, each colors having significant & well-defined. Only colors can enable to build your brand identity. Many consumers can identify various brands with color itself likewise symbol or sign.  

Here, Yahoo has changed color & rolled out with darken purple. While making logo, Purple color implies for ceremony, expensive, luxury, fantasy, justice, mystery, nobility, regal, royalty, spirituality and sophistication.  Yahoo is basically search engine web & commercially e-mail provider so that here it can say lack of color combination which may letting down brand image. 

Yahoo does not requiring to change in logo because it’s already been built up brand image globally and was going good. If supposed to want to change, then it could be change in mail service & other general as per users demand. Service would be better than changing in corporate image. Corporate image can build itself or automatically if you can provide best service to your customers. 

Once you change your corporate / brand identity, must be remember that now you will have to build up re-position /re-branding where customers/consumers can identify new brand image and forget old. And, re-branding task is sorely tough than branding. It is also requiring influential strategy to take re-position.

 Let’s see what will be review of users towards Yahoo!

Share your view…

Stayfree Women for Change

Every Woman has right to live “Healthy and Happy” life , “Women for Change” campaign initiated a year ago by Stayfree brand which has been supported to UNICEF India in order to generate health awareness & support to especial in Rural area of India.

Being a Social responsibility, now again Stayfree is awakening to all Women by introduced new campaign on “Women for Change” . Campaign is rolled out & emphasize on “Anemia Disease” which is being faced more than 50% women in India whereas 87% facing anemia during pregnancy period.

Facts & Statistical Report Analysis:- http://www.ssmrae.com/admin/images/2caa8d3a66d5a1d7755f22467f853fc1.pdf

Television Commercial:- http://www.youtube.com/watch?v=ErJNG1vMpvY

UNICEF Campaign a year ago:-

http://www.viragbrand.blogspot.in/2012/07/superb-very-strong-challenge-is-being.html

Branding Strategy:-  Recently television commercial released in which shown prevalence of anemia & its causes. The campaign has been endorsed by Sakshi Tanwar which is conveying message that 50% women are facing anemia disease due to lack of hemoglobin /blood cells that gives an impacting on physical development as well as during the pregnancy too. Henceforth, “Stayfree Women For Change” initiated campaign for Anemia Test and get 50% discount supported by SRL Diagnostic Pvt. Ltd. (Mumbai based company).

Overall it can say “Brand Twisting / Co-Branding” between Stayfree & SRL Diagnostic Pvt. Ltd. for Anemia Test Check up, which is offering 50% discount on Anemia Test and for, more details showing toll free number in which many things include (likewise limited offer period, price detail, other specific condition etc.). Though, Stayfree initiated good campaign to generate awareness for anemia where Women can live Healthy n Happy Life.

Day by Day, Brands are integrating with CSR (Corporate Social Responsibility) campaign in order to promote brand, to build up brand equity, to develop strong corporate identity and being Social responsibility.    

Stayfree has been chosen CSR strategy to compete against rival brand Whisper. There are already been introduced two campaign by Stayfree (1) Ab waqt hai badalne ka (Now, Time for Change) and (2) Women For Change campaign which are emphasize on “Change”  and it gives empowering as well as positive energy to Women.

Every Woman has right to live “Healthier & Happier Life”… Women for Change by Stayfree… 

BRAND WAR : PEPSODENT V/S COLGATE

Primary Objective of Toothpaste (Any brand): - Germs protection & prevent from Gingivitis, stains, plaque, Cavities Tooth & Root, Tartar, weak enamel etc.

DATE: - 11-08-13

BRAND WAR – PEPSODENT (HINDUDTAN UNILEVER LTD.) V/S COLGATE (COLGATE PALMOLIVE)

Today (date : 11-08-13) Pepsodent has introduced new brand “New Pepsodent Germi Attack” across India & released print advertisement in leading news paper’s all edition of India.  It has shown directly comparison between Pepsodent (Brand of Hindustan Unilever Ltd.) & Colgate (Brand of Colgate Palmolive) which may say that against policy/ethics. And, in advertisement, Pepsodent is claiming that “New Pepsodent Germi Attack” delivering 130% power against germs while Colgate is delivering only 100%. Will consumers believe this? Or will consumers be switching over brand from Colgate to Pepsodent by mentioning this USP? I don’t think so. Because …

Today, Pepsodent has been executed very poor strategy which can never expect from such huge company /brand. There are 100+ innovative & creative ways available to introduce anything about brand where you can acquire consumers as well as make your consumers brand loyal. Then, why are using such strategy which can effect on your parent brand, corporate identity, brand equity, brand image. Because, over the years Consumers (Rural & Urban) are very well aware about brand Colgate which is leading brand in toothpaste category as well as also giving results. An, today consumers are already being used both brands Pepsodent as well as Colgate.

It is very difficult to switching over brand Colgate to Pepsodent but by such way it can not acquire consumers or brand switchers. Today, consumers are know everything that how companies are attracting, how they offering by promotional ways, how they influencing etc.

Here Print Advertisement which has been released in all edition across India:-

Times of India (English Daily) :-http://epaper.timesofindia.com/Default/Client.asp?Daily=TOIM&showST=true&login=default&pub=TOI&Enter=true&Skin=TOINEW

Divya Bhaskar (Gujarati Daily):-

http://epaper.divyabhaskar.co.in/ahmedabad/12/11082013/0/1/

Hindustan Times (English Daily):- http://paper.hindustantimes.com/epaper/viewer.aspx

Sandesh (Gujarati Daily):- http://epaper.sandesh.com/146498/Ahmedabad/11-08-2013#page/1/1

The Telegraph:-http://epaper.telegraphindia.com/paper/1-0-11@08@2013-1001.html

Lokmat:- http://epaper.lokmat.com/

DNA  India:- http://epaper.dnaindia.com/

The Hindu:- http://epaper.thehindu.com/index.php?rt=login/loginAction

Copy Writing Strategy: - PEPSODENT – NOW BETTER THAN COLGATE STRONG TEETH. DELIVERS 130% GERM ATTACK POWER.  From the mentioned copy writing - Should we understand that prior Pepsodent was not giving better protection than Colgate / not better that Colgate? However, consumers are being using continue Pepsodent as well as Colgate brand.  

Note (Mentioned in bottom of an advertisement): - “Creative Visualization of the Action of Triclosan. NEW PEPSODENT GERMICHECK enhances delivery of Triclosan in the mouth Claim based on In-Vivo Study where Germs Attack Power refers to amount of Triclosan remaining in mouth, 4 hours after brushing, where COLGATE STRONG TEETH is indexed 100% & NEW PEPSODENT GERMI CHECK IS 130%. Brush Twice daily”.

Definition & Concept of Triclosan (Source – Wikipedia):-   

Triclosan is an antibacterial and antifungal agent. It is a polychloro phenoxy phenol. Though many consumer products contain Triclosan, according to the Food and Drug Administration (FDA) at the present time there is no evidence that Triclosan in personal care products provides an extra benefit to health beyond its anti-gingivitis effect in toothpaste. The FDA does not recommend changing consumer use of Triclosan containing products one way or the other due to currently insufficient safety evidence. Studies by the Environmental Protection Agency (EPA) found Triclosan to be an effective antibacterial. Triclosan safety is currently under review by the FDA and Health Canada.

Television Commercial Released:- http://www.youtube.com/watch?v=KI5t7T97tV4

This advertisement can not give any impact on Colgate because it is very strong brand worldwide. And, it can not acquire consumers by showing such facts. It would be better if Pepsodent has been released new brand by other way.

But, it will be better that if Colgate is not come & execute the same strategy as been used by Pepsodent. Otherwise, it will give impact on brand image of Colgate too.

Let’s See What action will be taking by Colgate!