Patanjali’s Impact , Threat In Market

Patanjali brand is now considering a bigger & premium brand like Emami, Jyothy Lab, Dabur and Himalaya which are having presence in Ayurvedic/herbal medicine, OTC & FMCG market in India. Today, Patanjali is having wide range of products portfolio and growing rapidly in Indian market. The purpose of Baba Ramdev & Acharya Balkrishna (Founder & Key person of Patanjali Ayurveda) is to provide health conscious product which is made from natural & Ayurvedic ingredients.  They are manufacturing all the products domestically only and also plan to expand manufacturing unit in 3-4 states of India.       

Core competency of Patanjali products:- Products made from merely Ayurvedic & health conscious

Patanjali Products Portfolio:- https://patanjaliayurved.net/  (Online Portal)

(1) Nutritional & Health Supplements: Chyawanprash, Ghee, Honey, Health drink, Fruit Juice and many more

(2) FMCG Consumer: - Biscuits (Maida Free), Pickle, Spices, Herbal Tea, Sault, Pulses, Rice, Sugar, Ketch up (Jam) & Many More

(3) Ayurvedic Medicine

(4) Personal Care: - Skin care, Hair care, Dental care, Toiletries, Body care, Eye care

(5) Health care: - Digestives, Health & Wellness product

Patanjali have been started insistently television commercial on all the major GEC & News channels since 2-3 months. The strategy of Patanjali products TVC are integrating brand awareness and competitive price effectiveness. Simply they want to convey the message that all the Patanjali products are made from natural & Ayurvedic based which is keeping health well. Patanjali all the major products price are lower than other brands. Recently, they have launched Atta Noodles & Maggi which will be competing Nestle, ITC brands. And, very sooner they are coming into baby care products too.

Patanjali Television Commercial:

https://www.youtube.com/watch?v=EdbgxXzPml8  (Patanjali product portfolio)

https://www.youtube.com/watch?v=R0R_jQtz_wQ  (Cow Ghee)

https://www.youtube.com/watch?v=P1nN8QJYlnw  (Nestle Maggi v/s Noodles Taking The Blindfolded Taste Challenge)

https://www.youtube.com/watch?v=2bvbUa1vVnM (Honey 250gm Price compare)

https://www.youtube.com/watch?v=bBfbnOnrUn0 (Atta Noodles)

https://www.youtube.com/watch?v=WpKj0c-IHFs (Hair Cleanser)

It is very big threat for all the rival brands because Patanjali is expanding its product portfolio under one roof in the entire major FMCG & Healthcare segment. Product price will be low or extremely competitive because having own manufacturing unit for entire portfolio. It is capturing market share from HUL, Emami, Dabur, and Himalaya because consumers are easily switch into Patanjali. Another threat is numerous people are believed & trust in Baba Ramdev who is one of the best Yoga guru. So, Patanjali does not need any celebrity to promote its product. However, they have associated with Hema Malini as celebrity who is endorsing Patanjali biscuits.

Personally I have seen in various market of Gujarat that few products from Patanjali like soap, hair oil, toothpaste, Chyawanprash & Honey are consuming on regular base.

Certainly there is a chance that Patanjali can foray into many other FMCG & healthcare related segment which are yet to cover. Rival brands should not take it frivolously; it will definitely give an impact across the market.

Patanjali’s Impact , Threat In Market!

Sanitary Napkin Strategy & Brand Celebrity

Sanitary Napkin market is growing and few local brands have been forayed into the Indian market. All of brands are slowly moving into rural market which is highly untapped and also planning for associate with Govt. / NGO. Because, urban market is already being covered by leading brands Whisper & Stayfree however brand Sofy & Pro-ease are consistently trying to compete with them. This product is purely pedestal on “Convenience & Comfy” level; it is not easy to switch consumers from one brand to other brand if consumers are completely set with one brand.

The primary objective of Sanitary Napkin is:

(1) To absorb and retain menstrual fluid & quickly dry

(2)To ensure that no leakage, no rashes and no odor

(3) Absorbent filler: The filler material such as cellulose pulp, cellulose wadding, tissue, cotton & free from lumps, oil spot and dirt.

(4) Quality of cotton material & level of layer on pad

(5) Wings size & stretchable capacity

(6) Female should feel comfortable wherever they are

Personally I believe that for Sanitary Napkin does not require any celebrity endorsement and consumers are not being influenced by celebrity for this product. Few brands are having celebrity like –

  ü  Whisper (Brand from P & G) - Parineeti Chopara (Bollywood actress) which was being endorsed by Saina Nehwal (Tennis Star) earlier 2011-2014. 

  ü  Stayfree (Brand from Jhonson & Jhonson) – Sakshi Tanwar 

  ü  Sofy  (Brand from Unicharm) – Prachi Desai (Bollywood actress)

  ü  Pro-ease (Brand from RSPL Ltd.) - Priyanka Chopara (Bollywood actress) 

  ü  Paree (Brand from Soothe healthcare) -  Saina Nehwal (Tennis Star) – from 2015

Celebrity may be change when it is an end of the contract. So it cannot sustain the brand image towards the consumers if consumers are influenced by celebrity. Frequently change the celebrity is not good sign for any brand because it is impacting entire brand & consumer’s perception.  

Saina Nehawal (Tennis Star) who was endorsing brand Whisper earlier in 2011-14. And, recently she has signed a contract with Soothe Healthcare and endorsing it brand Paree sanitary napkin with message “Paree gives me confidence”.  While she had been conveyed message in Whisper campaign “Whisper hai toh possible hai” means overall the purpose is to encourage the female/women.  So how brand is valuable if the same celebrity is promoting the rival brand, will it be established brand image through the same celebrity? Will it be helpful to increase the sales/demand in the market though the same celebrity? It is expressing more importance to celebrity than brand. Moreover Whisper is established brand in Indian market and consumers are not buying Whisper because of the celebrity. They are buying because they feel comfortable & safe during the period.

TVC: - https://www.youtube.com/watch?v=l7daDKeG-tM (Whisper endorsing by Saina Nehwal)

So far many TVC campaign released by Whisper  & Stayfree which was influencing, encouraging  & urge to teenage girl as well as women.  Still there is an essential to encourage the female/women to use sanitary pad during the menstrual period.  Because, today also girls/women are using normal clothe instead of hygiene pad in urban/rural market. Even though they are feeling shame or discomfort when buying pad from medical store. Many girls/women are preferred to buy sanitary pads from supermarket/hypermarket/malls which is the best place for them because over there displayed the whole range of all brands.  The ratio is high of buying sanitary pad from hypermarket/malls than medical stores.

In order to tap the market, keep communication & campaign strategy should be effective which can urge to buy & use sanitary pad with confidence. 

Strategy without Celebrity = Build Strong Brand Equity 

Google Evolution

Recently, Google has unveiled with new logo & digitally has represented in very unique form.  It was getting a blend feedback from the users. Logo revamp trend is being increasing rapidly and expressing the major reason is that either directly or indirectly ‘it is refreshing & energizing’ as customers/consumers buying pattern/ demand/ psychological behavior etc. are changing and becoming more advanced.

Personally I believe that if any brand is well-established in the market then it should not be required to change the brand identity. In fact, brand identity is needed to change only when brand is going to fail in the market or not accepting by the customers/ consumers. Google has been changed its logo 4-5 times since Google launching despite of Google is already well-established brand in search engine globally. Even though 7-8 year old child is also using first Google for search anything and we all users are using majorly Google for search anything on daily basis as well as whenever the matter of searching ,numbers of time the word’ Google’ is coming on our lip. So, this is the brand equity, brand strength & core competency of Google.

Google Logo

Google Favicon

Actually, Google does not needed to change the logo and it will not give any value additional impact to the brand by change the logo because the word ‘Google’ itself is highly strong & giving the assure results in search engine category. I have been analyzed the 1000+ review & comments about the new logo, and conclusion comes to that new logo is good one but previous logo was much better & good because psychologically it has been established splendidly in users mind. Google should require emphasizing more on various campaign as well as CSR activities likewise Google has launched few TVC and Women Get Help Online program in India. So, it can add value in brand & sustain the brand equity & brand taste. 

The new logo launching, presentation & communication strategy was very much accurate and fantastic. Today is trend like customers are desire something new or innovative stuff and willingly ready to buy for at least single time, it does not mean that to change brand identity too. If brand is well-acceptable in the market, then just need to strategize more about how to add value in order to sustain existing customers & gain new customers.

If Brand is well-established & acceptable in market, then ponder on “to keep Brand Alive, Make Consumers/Customers Satisfy…” 

Royal Enfield : Brand Taste Build

Today is scenario like that there is no any existence of niche market and if any company is introducing brand in niche market, the next moment or within the few months substitute products are available in market and it is happening due to USP of products are becoming similar, however companies are trying to keep its brand differentiate from the competitors.  Though, it can say that Royal Enfield brand is the only bike in two-wheeler automobile industry which is exist in the niche market and accomplished excellent growth in spite of competition.

Brand: - Royal Enfield (Subsidiary of Eicher Motors Ltd.)

Segment: - Cruiser Bike

Target: - 20-35 Age group but those people who are cruise bike lovers, there is no any constraint of age.

Present Market Competitors: - Harely Davidson, Triumph, Bajaj Avenger, KTM, Kawasaki, Yamaha, Suzuki and Honda.

Dealership In India: - 360 + (Maharashtra, Punjab, Uttarpradesh, Tamilnadu, Karnataka, Gujarat, Haryana, Bihar, Delhi, A.P.+Telangana, West Bengal are majorly potential market. Still, there is vast opportunity & untapped market in India.

Globally Market Presence: - 50+ countries

A Well-known & leading brand amongst the cruiser bike “Royal Enfield” has achieved nearer 60% growth within the 6 years and overtook the most globally leading brand Harely Davidson which would be a most challengeable task. Royal Enfield is become now market leader in cruiser bike segment & established strong ‘brand taste’ in India.  

  

Competitive Sales Analysis & Growth

Competitive Sales(Unit) Analysis June & July - 2015

Sales Analysis & % Growth 2008 to 2015

USP of Royal Enfield (Any brand like bullet, classic 350 cc):- Sound of bike when it starts & ride… Design, features or look may be little different of Royal Enfield models but sound is majorly similar for all models. People are identifying brand from sound itself rather than other symbol or design/shape/sign.

Price is also another advantage because Royal Enfield models price are less compared to Harely Davidson bike. Harely Davidson is such a bike where it is also needed suitable road for perfect ride which is not much available in India except little market (i.e. Few Metro cities).

Moreover, cruiser bike is automatically generating energy & passion whenever you just seat on it. 

Consumers are becoming more loyal towards Royal Enfield brand because brand has built up strong ‘Brand Taste & Position’. To develop & sustain the ‘Brand Taste’ is most significant for brand growth. Consumers will enjoy the taste & feel happiness. Hence, after the brand awareness, strategy should be emphasizing on ‘Brand Taste’. 

       Strong Brand Taste = Consumers Feel the Best!!!

Hashtag Healthy , Brand / Consumers Happy

Hashtag Hamper, Keep Consumers Engager!!!

Hashtag is using more about to gather or exchange the information & group discussion rather than prospects (B2B/B2C) conversion.  However, it is influencing indirectly for prospects conversion but direct influencing to build brand awareness on social media.

Core Focus Categories globally in which Hashtag is playing vital role:-

(1) Media & Entertainment

(2) Electronics (Mainly Mobile, Tablet, Computer/Laptop, Camera & its Accessories)

(3) Food & Beverages

(4) Apparels

(5) Beauty & Personal care

(6) Books

Audience are engaging more on above mentioned all categories and especially youth are spending more time to gather & exchange various information.

Hashtag History

Based on my own research, analysis & observation, I would like to highlights Hashtag Strategy:- which will give a positive impact on the brand

(1) To Use only 1-2 Hashtag on social media (Twitter, FB, G+, Pintrest, Instagram etc.) But it must be an awfully effective.

(2)  To Create Hashtag maximum 10-15 letters only.

(3) To Keep / create strong word from the Tagline which can integrate directly to the brand if Tagline is not much longer.

(4)  To Post Hashtag on Prime time & prime day where it can get huge web-traffic on social media & related to other website. It is required to find out country wise Prime time & day according to segment/target audience.

(5) Initially to create online 5 various campaigns (Including Branding / Brand Awareness / Promotional) and sprint 4-5 days in a week along with Hashtag. Hashtag must be integrate & enable to give an impact to the campaign. 

(6) It is obliged consistently measurement & analysis of campaign & impact of Hashtag then accordingly it can make further strategic plan. 

Social Media users are doing more discussion on various subject by using ‘ #Tag’ and trying to get engage more & more number of audience. To sustain brand online, it is significant to engage more & more audience through various campaign and keep brand alive with ‘ #Tag’. 

Hashtag Click = Brand Awareness + Brand Reach,

Consumer Engage on it, Let’s make #BrandSuperHit …

Mentos : "Dimag Ki Batti Jalade" (Lights on the brain) - Brand Personality

It is needed to change the brand personality across the Mint based candy market in India because candy buying pattern is much difference by different age group of consumers.

Key Highlights of Mint based Candy Buying Pattern & Consumption:  

Mainly any Candies, Peppermint or Chocolates are consuming during the relaxation, fun, celebration & Gossip.

(1) Adult (including corporate people) consumption ratio is more than children. Moreover Children are likely to prefer peppermint (Flavor based candy) or chocolate rather than mint candy.

(2) Consumers (Adult & Children) are not much brand loyal in Mint candy except ‘Chlor-Mint & Halls’. Those adult consumers who are chain smokers; they are willingly buying with brand name & using Mint Candy as a mouth freshener.

(3) Consumers are also ready to buy effortlessly substitute Mint candy if desire brand is not available.

(4) Duration & Place where Mint Candy is being used by Adult, corporate people & Family:-

For Adult 18-24:- (i) Every time After Smoke (ii) During the college either in canteen or gossip in garden/class

For Corporate People Age 25+:- (i) Every time after smoke, (ii) Gossip in group  after lunch & during the evening period – Marketing /Field person  (iii) In night between 10.00 pm to 11.30 pm both age group 18-24 & 25+.

For Family: - (i) During the Picnic & Travel Journey – widely using Polo, Mentos, Halls, Mint-O, Chlor Mint.

(5) All sorts of candies are being used by retailers during the change in money

This research & analysis is evidently showing that there is no any precise segment / target market, brand personality & product positioning despite of existence of Mint candy market. Consumer buying behavior & pattern is varying for each segment Adult, Corporate people & Family/Children. Hence, brand communication strategy should be accordingly during the campaigning.

Recently, Mentos has launched new TVC featuring with #FarakPadega (Do it care) and communicating message - Bigger, Softer & Better. Being a consumer perception, this message is self-explanatory that earlier Mentos was harder, smaller & not better. Though TV commercial is funny but it is impacting on brand personality due to lack of proper brand communication and it seems like re-launch Mentos when Voice over communicating message.

TVC Of Mentos:- https://www.youtube.com/watch?v=By0S8NpLPH4

https://www.youtube.com/watch?v=h-aRZ_BPA7k

https://www.youtube.com/watch?v=oh8-PifcIUQ

‘Word’ is extremely powerful tool in order to build strong brand personality and it can enable to change the consumers’ psyche & perception level. Consumer are remember such type of products by funny words / jingle / tagline and especially, for a longer period children are frequently remembering such categories of brand from the words or jingle only rather than any symbol or sign. Hence, need to well-plan of “Word of Mouth Communication Strategy.    

Develop ‘Word’ Sustainability, Build Strong Brand Personality…

Sanitary Pad Market : Untapped Market

Accomplish the Untapped market Journey

Build Brand Strongly…

There is huge untapped sanitary pad market in India. Even though, the urban market is partially covered by brands like Whisper & Stayfree. The entire sanitary pad market scenario is articulating that there is a vast opportunity in urban & rural market.

Recently, new rival is forayed & brand known as “Pro-Ease” which is being endorsed by Priyanka Chopara and simply conveying message to use sanitary pad with common features which is the same offering by rivals. Brand Sofy is struggling extensively in order to gain more consumers but it could not much success in the market. Overall market players are increasing but yet too much success in consumer coverage due to lack influencing communication strategy, high reach & higher price. Hence, it should be required to change the brand & communication strategy.

The most challengeable part is:

(1) High reach & create in-depth awareness (Rural & Urban Market), convert them into hygiene pad from normal cloth.

(2) Offer Very Economy Price. Due to higher price, women cannot afford to buy hygiene pad except women from high-group of income.

Source : NIIR

This graph is highlighting the region wise sanitary pad consumption across India where it can develop precise penetration strategy in rural & urban market. Graph is showing clearly that Eastern zone is lowest sanitary pad consumption in India. And, rest of the zones has also not achieved high growth expected performance.

I would like to highlight few strategic key points on which I have done some research & analysis. Assure that can enable to build strong brand identity as well as easily can cover untapped market because there is an enormous opportunity in the sanitary pad segment.

To develop influential on-ground promotional social campaign that should be featuring:

a)   Various programs with proper guidance of pad usage with features & benefit during the menstrual cycle. (From Day 1 to Day 5, how many times require to change the pad in a day during at home, office or travelling etc.)

b)    To change the perception from normal cloth to hygiene pad

c)    Very economy price which can be affordable 

d)   Highlighting wide range of pads which is relating to different age group. Because, women are not properly aware or do not know that which type & size of pad actually they are having required.

There is no doubt that conceptually Whisper, Stayfree TVC campaigns are always good with the strong punch line & viewers are well-aware with the brand. However, so far TVC has shown campaign only for Teenage, pad for Night sleep & consistently try to urge women for using pad which is giving confidence & empower effect during the period.

So, mentioned above points can be considered as a “Core Competency” & Communication strategy should be highlighting all the essential features & its advantage. Campaign works better if it is created for different age group.

Hence, entire strategy should be towards significant of hygiene pad in different age group & in different situation of menstrual cycle.

Market Penetration Potentiality; Build Strong Brand Equity…