Dettol : Healthy & Hygiene Kitchen

Recently, Dettol has collaborated with Master Chef Cooking Expert Mr. Sanjeev Kapoor who is endorsing brand Dettol hand wash & Dettol kitchen Gel. This campaign is mainly targeting to women with the purpose of:

(1) To keep hand wash before preparing food by Dettol Hand wash liquid &

(2) Use Dettol Kitchen Gel to keep utensil germs free and clean.  

According to article source, brand aim is to create in-depth awareness about healthy & hygiene kitchen by changing the habit and being a cooking expert, brand has associated with Sanjeev Kapoor and Dettol brand is also associated with ‘Swatch Bharat’ mission till 5 years.

Brand & Communication Strategy:

Dettol has extended its punch line ‘Dettol Ka Dhula’ which is being utilized for hand wash & soap -especially emphasized for children. Campaign is simply conveying message by Sanjeev Kapoor that make a habit to wash hand before cooking & use Dettol kitchen Gel to keep utensil/dish germs free. It is a fact that while preparing food lots of women are not washing hand either by soap / liquid (Rural & Urban) or they might washing hand by only water. 

TV Commercial:- https://www.youtube.com/watch?v=WkPagmThK0Q

This campaign could make much better & influential if emphasized more into the ‘realize with emotions’ rather than simply conveying before cooking/after cooking. Because, consumers are well- known the brand Dettol but it is just needed to execution for health protection. Like it should be realize & ready to change habit willingly.

Strategic Turning Point:

Moreover, a fascinating strategically part which I have been analyzed that in order to drive & penetrate into the market, this entire strategy has been executed by sustaining of established brand Dettol Hand wash as well as getting strong brand credential by collaborating with Sanjeev Kapoor - being a cooking expert. It is also indirectly communicating towards rival brands that keep utensils clean with germs free rather than only spotless.

Dettol brand association & endorser combination is perfect but, it just seems a lack of impact & connectivity in campaign which could make wonderful strategically and easily can fill the gap by penetration. Always need to consider & emphasize more on connectivity & effectiveness whenever the matter of shifting the trend or changing consumers habit.

Habit can change only when Consumers Connection willingly … 

Pen Market In India

Overall smoothly writing flow can easily give to Brand Glow with Grow…

Pen market analysis

The picture is very clear about Pen market which is highly price conscious and current scenario is showing that 65-70% revenue generate only from ball point pen market only out of which more than 50% market share is laying between INR 2 to INR 5.

Recently Flair Writo meter pen released TVC campaign which is endorsed by Hrithik Roshan and conveying message that Writo meter pen having capability to wire till 10000 meter. Overall concept is indirectly to avoid the ‘Use n Throw’ pen which is impacting on environment. TVC concept & punch line is not much influencing because no one is going to count or counting meter as well as punch line is ‘Bas Flair, Aur Kuchh Nahi (i.e. only Flair, nothing else) which is similar to Layer Shot Body Spray: Imran Khan is saying at the end of TVC ‘Clear Fragrance, Aur Kuchh Nahi’ (i.e. only Fragrance, nothing else).

Similar punch line

TVC Flair Writo Meter: https://www.youtube.com/watch?v=qC0_woz80EQ

On other side Reynolds has launched new brand called as ‘Rorito’ pen which is endorsed by Sachin Tendulkar. Rorito pen launching is going on & creating market availability on wholesale/Retail stationery store.

It is impacting on cost/marketing budget, if the campaign is not influencing & not getting desired results. Same is here INR 20 MRP pen is targeting to student which does not reflecting to them through any celebrity since market scenario is an extremely price conscious & 60-65% market is highly relying on students.

Mainly two factors are being faced by consumers after launching any new ball/gel pen with refill and results into repeatedly disappointing like (1) Refill availably in respective market (2) Single original Refill cost is 50% or more than 50% of MRP of Pen which is high and consumers are thinking that it is better to buy new pen instead of buying new refill. So trend is changed automatically of pen market.

Writing by any pen is all about Fun & Joy with smooth flow in context of consumers’ perspective. Need to focus on consumers while they are testing pen on rough paper, you will be getting various expression/mood on their face. To develop strong pen brand with cost effective, primarily need to consider:

(1)  First understand the current scenario & target market and also need to decide on which target market you want to build brand position

(2) Create an influensive tagline/punch line which can directly reflect & give a ‘smooth writing feel’.

(3) Price factor must be an essential and many other various factors can consider for strategic plan, communication & execution based on market trend.

In the Pen Market,  Price + Write Flow Effect = Brand with Consumers Connect…

Cinthol Deo Stick : Deo Reborn

The Most challengeable Game is Market Transformation from Trend Setter to Trend Changer. Trend changing is being happening rapidly & regularly because rival brands are rolling out with new concept & well-advanced features but it happen scarcely when one brand has already been set a trend for a longer period & rival brand is trying to change that trend. Fogg has been set a trend with ‘No Gas’ concept and became a leading brand amongst the deodorant market in India whereas in order to smash the market  Cinthol has recently launched  ‘Cinthol Deo Stick’ & extend the brand portfolio. Cinthol Deo Stick come up with ‘Deo Reborn’ campaign i.e. deo in stick form which is conveying message that 3 times long lasting and available for both men & women.

Though, Deo stick / Deo Roll on market is very petite in India but if your brand is enable to provide a satisfaction to consumers then it is highly potential to tap the market by shifting the settled trend. Primarily consumers are looking for three vital stuffs while buying a deo like long lasting fragrance, no side effect on skin & Flavor. If you are enabling to provide & sustain these three stuffs, your brand leverage ratio will be elevated & moving rapidly.

Television Commercial: - https://www.youtube.com/watch?v=8iP4qzHqWi8

Cinthol Deo Stick campaign could be much better and effective instead of emphasizing on ‘Deo Reborn’. It should be emphasize more on to express the features of Deo Stick along with Catchy Punchline or clutter breaking concept which could be reflected directly on target audience like Fogg has released campaign ‘kya chal raha hai, Fogg chal raha hai i.e. (Whats going on, Fogg going on).  Otherwise, it will not influence towards consumers despite of new product innovation/invention. Consumers may buy such new product on trial basis and if they are supposed to like it then they will buy it based on satisfaction level instead of willingly go & buy this product ONLY. Brand feeling must come in the mind of consumers or else brand can not drive & reflecting / leveraging as it desired.

In order to transform from Trend Setter to Trend Changer, it requires ‘Clutter breaking & influential campaign or else everything remain same & can not change the settled Trend.

Trend Change with Brand Reflect = Consumers Connect!!!

Burger King With McDrive

Usually, people are looking for “Taste & Price” in burger and beyond that people who are burger lover; they are also looking for burger size, inside meal stuff & burger softness. Overall, McDonald is market leader in the entire burger industry and also having uppermost outlet worldwide.

In recent, McDonald has released catchy campaign against rival company Burger King on France highway. Moreover, in respond to McDonald campaign, Burger King has also executed campaign very conceptually & surprisingly that Burger King has taken it extremely positive way and that’s can edifice a success brand way. This can be a best illustration in the competitive market that how to take your brand in positive way against your rival brands. Because, people are facing daily somewhere the various competitors advertisement on TVC, Print, OOH, Digital or on ground promotional way which are directly offensive on rival brands.

 Commercial Campaign:

https://www.youtube.com/watch?v=VMjRSnokms8 (McDonald #McDrive )

https://www.youtube.com/watch?v=KAupGnoG3m4 (Burger King  Drive Thru Advt.)

There is a slightly difference between McDonald & Burger King campaign but it is influencing  a lot in terms of brand loyalty & brand trust worthiness. McDonald campaign is expressing more on “find outlets nearby you” whereas Burger King is expressing gratitude that “for being everywhere McDonald” so consumers can also reach at Burger King too. Burger King is much familiar for ‘Whooper’ burger hence the campaign is showing that couple is ordering of coffee from McDonald in order to pass 253 km away and Burger King is expressing very satisfactorily “Gratitude” to McDonald for being everywhere which is conveying message like “Win-Win” position in commercial campaign.

In order to sustaining brand identity & brand loyalty, one thing can learn that never offense directly on rival brand because there is an infinite ideas/thoughts through which you can execute precisely your communication strategy or say gratitude in respond to that brand which has been offended directly on your brand.  

Through the ‘Gratitude’ make your Brand Win, let’s give consumers happy feeling like ’Burger King’.

Nearest McDrive, Away Burger King Alive!!!

L’Oreal Paris Advanced Hair Care

Few months back, a premium brand L’Oreal Paris Advanced Hair Care rolled out with new campaign recognized by “Change your Shampoo, Change your Hair” which is being endorsed by Aishwarya Rai (L’Oreal Paris Total Repair 5), Sonam Kapoor (L’Oreal Paris Fall Resist) and Katrina Kaif (L’Oreal Paris 6 oil Nourish). All of them are being endorsed individually and conveying similar message that switch to L’Oreal. And, L’Oreal has also switched its punch line from ‘we pride our self (Hamein Naaz hain khud par) to Because we worth it’. Aishwarya Rai, Sonam Kapoor & Katrina Kaif are conveying message at the end of all TVC ‘because we worth it’. 

Television Commercial: -

https://www.youtube.com/watch?v=5BZmE1ImU_0   (Hair fall Resist by Sonam Kapoor)

https://www.youtube.com/watch?v=DhMUUiVCDeo  (Total Repair 5 by Aishwaraya Rai)

https://www.youtube.com/watch?v=CXLsFX2L4d4  (6 oil nourish by Katrina Kaif)

Recently, L’Oreal Paris Advanced Hair Care has executed a differ strategy & released new television commercial which is featuring all the actresses together and representing all the three brands together like Dull hair – Switch to Fall Resist by Sonam Kapoor

Nourish hair: - Choose 6 oil nourish by Katrina Kaif

Damage hair: - Trust only Total Repair by Aishwarya Rai

Also, they are conveying message together “because we all are worth it”.

Television Commercial: -

 https://www.youtube.com/watch?v=iJnEx8proYg  (All together)

In India, Consumers (Including Premium/upper class) are not much influenced by celebrity but they are influenced by natural emotions, feelings & trustworthiness. Until, there is not brand feeling, emotions & natural climate in the advertisement, then it will become worthless. Only advertisement is not an important but also it is most significant that it should be fulfill the requirement of consumers whatever you are conveying message through advt. Many times it is happening that consumers are not getting that stuff which has shown in advertisement (TV/Print/OOH). Consumers are disappointed & it is impacting on brand image.

Consumers will not switch easily into other premium shampoo brand because they are comfortable whichever they are using like Dove or Garnier Shampoo users will not switch to easily L’Oreal and same reverse. Because Hair is an important part of beauty for female/male and it gives ‘wow & beautiful ‘feeling.  So, consumers are not ease to change or any kind of experiment with hair. Consumers are switching only when they are not satisfied.

It could be much better if L’Oreal Paris Advanced Hair Care has released campaign with an influensive punch-line which can be easily connect in the mind of consumers. If look at the comments, people are more talking about celebrities than about brand campaign. In Multi-Starr brand campaign, there is highly chance that viewers are more focus on celebrity than overall campaign and brand become hide. This is the first time happened in the entire hair care market that multi-starr brand campaign is released. It is wondering that L’Oreal Paris is associated with total 18 brand ambassadors globally which is vastly investment behind it.

There are infinite ways to exhibits brand features which can inspire women at all ages without any celebrities. You can make your “BRAND” itself as a Celebrity icon.

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