Dabur Chyawanprash and Zandu Sona Chandi Chyawanprash Plus

Wishing you all HAPPY NEW YEAR …SUCCESS FOR 2014!

Winter Season = Chyawanprash Season = Health Conscious for children

Brand Analysis:-

From Sona Chandi Chyawanprash to now “Zandu Sona Chandi Chyawanprash PLUS”, brand revamped with name & packaging. Zandu is well-established and strong brand in India which has already been acquired by Emami Ltd. Previously Sona Chandi Chyawanprash brand was being endorsed by Mr. Shahrukh khan (Bollywood star) but on this time brand revamped and rolled out with “Zandu Sona Chandi Chyawanprash Plus” along with new packaging and value addition which targeting the same market (Children age group 9-14 years).

Mainly, Chyawanprash is aiming to make strong immunity system, however both brand are trying to take position differently:-

Similarities of: - Dabur Chyawanprash & Zandu Sona Chandi Chyawanprash Plus

(1) Segment/Target market same (Children). Overall it is applicable for family but mainly targeting to children.

(2) Both are made from ayurvedic (include ayurvedic ingredients)

(3) Both are appealing & conveying message on “To make strong immunity system” and keep away from illness

USP/Core Competency/Differentiation:-

Dabur Chyawanprash:- (1) 3 times more immunity (2) Available in 3 flavor (Orange, Mango & Mix fruit) (3) Also available Sugar free Chyawanprash (Target market diabetes / health conscious)

Zandu Sona Chandi Chyawanprash Plus: - (1) Immunity + Strong brain power & concentration and Better memory. Brand gives value addition benefits apart from strong immunity.

Dabur Chyawanprash

Zandu Sona Chandi Chyawanprash Plus

Campaign Strategy:-

Television Commercial:- http://www.youtube.com/watch?v=0M9kJlJZcgA (Dabur Chyawanprash)

Bollywood Big B Amitabh Bachchan (2011) to Indian Cricket Skipper M.S.Dhoni (2012) and now Bollywood star Madhuri Dixit (2013) is being endorsing brand Dabur Chyawanprash. Madhuri Dixit featuring role of mother (As a housewife) and conveying message in commercial campaign that children doing what so ever but Dabur Chyawanprash is also functioning well by own way, and highlighting that “3 times more immunity”. Simple strategy has been executed and focusing on “Keep away to children from illness”.

Television Commercial:-  http://www.youtube.com/watch?v=c_1dLEgqw8A (Zandu)

Whereas Sona Chandi Chyawanprash was being endorsed by Bollywood star Shahrukh khan but since 2012 brand is being promoted without any celebrity. Now, Sona Chandi Chyawanprash has re-launched brand with name of “Zandu Sona Chandi Chyawanprash Plus”. It is trying to take an advantage of brand name “Zandu” which has already been strong brand equity & consumer acceptance in Indian market. Moreover, “Plus” which is giving a value addition i.e. Strong brain power & concentration and Better memory.

http://www.emamiltd.in/brands/77/172/sona-chandi-chyawanprash.php

TVC Campaign is being epitomized “Bheem-Stein” where a child character Mr. Rohan has a dream to become pilot, and Mother delivering message that to be required Zandu Sona Chandi Chyawanprash Plus in order to achieve such wonderful dream because it makes child Strong like Bheen (In terms of Strong immunity) and Strong like Einstein (In terms of Strong brain power).

Conclusion: - Sona Chandi Chyawanprash has adopted brand name “Zandu” and Plus which gives value addition. And, today consumers are also desiring value for money with value addition. Dabur Chyawanprash brand already been well-established as well as old brand in India, no need to adopt any celebrity being strong brand. Because consumer are well aware with Dabur Chyawanprash even though many children are speaking name “Dabur Chyawanprash”. What expecting more being strong brand! Dabur can definitely endorse Chyawanprash brand with an effective strategy but without any celebrity.

For Ref. My Previous Article:- http://www.viragbrand.blogspot.in/2012/12/dabur-chyawanprash-vs-himani-sona.html

To Build Strong Brand & Endorse Brand without any Celebrity! It can be Real BRAND!!!

Google Emotional in India !!!

Google Emotional in India!

First time, Google rolled out with emotional campaign in India and making strong brand personality as a best “Search Engine” in the world.

Branding Strategy with campaign brief:-

(1) Being a search engine leader globally, it is representing that it can easily search anything from Smartphone Device similar to being search through Desktop/laptop.

Total No. of Internet Users in India:- 205 Million till Oct.’13 and estimated reaching out 213 Million by end of Dec. 2013.

Total No. of Internet Users Through Mobile In India:- 110 Million till Oct.’13 and estimated reaching out 130 Million by end of Dec. 2013.

(2) Playing vital role as CSR in India:-

(A) Google has initiated innovative campaign “Helping Women Get Online” for those women who does not know basic skill of computer operating, so it has developed online computer skill program by Google. And, Google rolled out with three different category / segment wise campaign which is representing that how women can find easily anything from Google through their Smartphone devices, along with promoting campaign “Helping Women Get Online” to get basic computer & internet knowledge.

Television Commercial: - All of three campaigns are conveying message that to find anything easily from Google through Mobile & having knowledge of Google for search anything.

http://www.youtube.com/watch?v=ae0d_SR6plU  (Mother & Child – Segment - Housewife)

http://www.youtube.com/watch?v=7tXBjpY-Ycw   (Mother & Child - Business women/Upper class) Segment)

http://www.youtube.com/watch?v=tU1GnWB3HF4  (Mother & daughter – 20-24 year Age group Girl)

Log on: - http://www.hwgo.com/intl/en/index.html  Google has developed special website “Helping Women Get Online” where they can get all kinds of basic computer knowledge. Moreover, Google has covered category wise video which is segmenting/targeting to young, housewife & business class women.

(B) As a CSR, Google has selected burning subject that “Reunion between India & Pakistan” along with Google has promoted as best search engine country to country through Smart Device (Mobile phone).

Character Taken: Mr. Baldev (India) & Mr. Yusuf (Pakistan) who are best friends since childhood.

First phase (Similar to Teaser Campaign for Reunion):- As a Worldwide Strong Brand Equity, Google is rolled out with campaign where it is much emphasizing on “Search Engine through Smartphone Device”.

http://www.youtube.com/watch?v=vYVoM8tgbvA (Searching meaning of “Fennel”)

http://www.youtube.com/watch?v=Udsyll0WRmY (Searching Anarkali Dress)

http://www.youtube.com/watch?v=B-k1djmswbg (Searching recipe Sugar free Halwa sweet)

Second Phase: - Finally, Google has released full-fledge “Reunion” television commercial 3.32 minute, it is sorely heart touching and emotional jingle with awesome background music with voice-over (Singer).  

http://www.youtube.com/watch?v=vGvr3PhLgx8  (Reunion with English Subtitle)

In 3.32 minute commercial, Google has shown :- (i) As a CSR Two country (Delhi-India) & Lahore (Pakistan) where Mr. Baldev (India) is telling reminiscence of his childhood friend Mr. Yusuf to her granddaughter. Ad film becomes much emotional when both childhood friend identifying and embracing together.

 (ii) It has shown that how granddaughter & son are searching through laptop as well as Smartphone Device from both country i.e. focus on “Easily Search anything” as a Brand.

Google has done really good attempt for reunion along with developing strong brand personality as a best Search engine brand.

I really applaud to brand Google & entire team who has created “Reunion” campaign. 

Good Knight Advanced Fast Card : An Innovation

Likewise clutter breaking advertisement, Godrej Consumer Products Ltd. has introduced clutter breaking product, it has extended brand Good Knight Advanced and launched Good Knight Advanced Fast Card mosquito repellent which is available in paper format, which not require electricity, no smoke and get instant protection against mosquito till 4 hours.

Awesome innovation done by Godrej Consumer to cover untapped market as well as rural market where mosquito repellent is not consumed by consumers. Godrej Consumer Products Ltd. fast card brand has not only been introduced in India but also in Indonesia which is known as brand ‘Hit Magic Paper’, already achieved 8% penetration in Indonesia market within 3 month.

Insecticide Market Size in India:- INR Rs. 3600 Crore

Statistical Analysis (Source: Business Standard article):- 56% of Indians do not use mosquito repellents  In rural markets 72% of the population does not use any such product, therefore, the product would be able to tap new users.

USP:- (1) TFT (Thin Film Transistor) – safest molecules after 3 minutes no smoke-no fire. (2) 3 minute instant action and protect till 4 hours (3) Available at INR Rs. 1 (Pkg. of 10 cards at INR Price only 10).

Brand Extension with Innovation Portfolio of Good Knight (Mosquito Repellent):-

(1) Good Knight Mat (Launched in 1984)

(2) Good Knight Maha Jumbo Coil (Launched in 1995)

(3) Good Knight Low Smoke coil (Launched in 2000)

(4) Good Knight Active Advanced + System (Launched in 2008)

(5) Good Knight Fast Card (Launched in Oct. 2013)

Television Commercial:- http://www.youtube.com/watch?v=SCywuh17-rM (Good Knight Fast Card)

Brand strategy:- To sustain brand value & corporate identity, Godrej Consumers Products Ltd. is always coming up with an innovation which can understand consumers need & demand. By introducing Faster Card, Godrej Consumer will increase sales volume, cover untapped market (Urban/Rural) & increase new consumer base, sustain as leader in mosquito repellent against rival brand All Out (P & G), building up strong brand equity & identity.

How Can Good Knight Advance Fast Card give SMILE & SATISFACTION to consumers:- 

(1) Easily affordable price where all class of people can buy: Just INR Rs. 1 for 1 card

(2) Get Instant protection against mosquito, no smoke, not require electricity

(3) Consumer will get Value for money (Good brand + Result oriented quality + abundant economy price)

It can definitely expect that this innovation will be giving hit in market, may be change the mosquito repellent market scenario. Threaten time is started for rival brand All Out. Let’s see what will be the next step taking by All Out!

My Previous article for reference:- http://www.viragbrand.blogspot.in/2011/10/power-in-your-handwhat-you-say.html

“Be Ready for Innovation = To give your Consumer Smile & Satisfaction” 

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”