Franchise, Brand & Consumers

Hereby i am sharing with you an article on Apparel & Garment Industry. I did survey in Bhavnagar city (Gujarat) on dated 2-9-11. So, I am sharing about apparel industry and its scenario as well as i found conclusion.

Segment:- apparel , Man's wear, ready made cloths

Region:- Bhavnagar cit (Gujarat).


Brief about survey and concept:-
Before, 3-4 years ago, a time was there that consumers were buying cloths from local shop or outlet during festival time as well as off season time. They were not focusing on any specific brand and at that time, there were available more number of outlets. Suddenly, Franchise concept is came in Indian market. Slowly Slowly, this concept is became very popular as well as also made huge awareness of this concept. Today, Franchise concept is going well ans people are doing business very well on this concept (Franchisor & franchisee).

Franchise concept is running majority many industry but especially apparel, consumer durable, education, telecom service provide / mobile handset, FMCG, Electronics, Computer (IT), Finance service etc. In all these industry , this concept is running well.

I found Local shop or outlet are converting in to now Franchise segment as well as consumers are becoming brand conscious. before 4-5 years, there were only 2 branded outlets available in Bhavnagar city. (Raymond & peter England  suiting shirting outlet ). 

But now  On date of 2-9-11, i found ready made brand outlets Blue buddha, Mufti, Lee, Aarvi denim, TQS, Pantaloon, Cantabil, Jade Blue, Kuotons , Provogue, Allen Solly,Levis, Color plus and Arrow. All these are franchise outlet which are mentioned. Day by day, more and more franchise outlet are coming. We can see clearly growth and how convert this from local shop to brand.

Still local shops are available and mostly village people are buying from local shop. But, village people are also converting very slowly into brand.

Conclusion:- Increase the franchise business in non-metro city. Company is giving an opportunity to person who want to start own business. And Company also want to establish own brand in every city as well as company are more focus on franchise because company feel that the person who is belongs to own city and he is very well aware his city. Therefor, he can run better and company are ready to support him on this concept. Local outlet/shop are converting in to brand.

I feel , this concept is applied everywhere in small city and city is also became branded , new developed.


Happy reading...

AIRTEL now Touching YOUTH'S Heart = Har Ek Friend Zaroori Hota Hai

Yes, Air tel has launched very touching , feeling as well as emotional campaign on youth based. And almost youth's like this campaign and jingle .." Har Ek Friend Zaroori Hota hai".. Airtel has made twist and entered on youth market by focusing "FRIENDSHIP" concept.

Overall ideas and concept is really nice. Each and every word of jingle made by script writer or lyrics really nice for build strong bran in mind of youth. Ideas is all about "Life me dost zaroori hota hai and whole explanation given in jingle that Why is it Need? "

After changing the corporate identity by Airtel, there are came some overall negative impact Tin market. So, to avoid that impact  and to build up strong reposition in mind of consumers Airtel has made twist as well as target to Youths.

Link of ad:-
http://www.youtube.com/watch?v=IxGZlXyG100

Each and every service providers are now making strong competency in market by various ways...Like
Vodafone more focus on VAS services
Air tel is more focus now on youth as well as emotional touching to attract consumers..
Uninor is focus on price conscious  etc. so by different way , all brands are taking position..

Airtel has choose right segment of youth because Today's youth are very crazy, more advanced,fashionable, lovable etc as per modern time as well as still there are huge opportunity in this segments. Branding is not only important  but service is much more important. If branding campaign is getting good response , it does not mean that brand won.

Therefore, service is much more important after branding.

Let see, will Air tel be get good position in mind of youth? Will it be covered market share ?

Happy Reading...

Brand Sun feast Dark Fantasy Biscuits...What you feel?..

Brand:- Sun feast Dar Fantasy by ITC ltd.
Punchline:- Escape into one
Segment:- Premium barnd segment
Competitors:-  burnburn, hide & seek and others

About Sun feast brand:- Since ITC ltd has launched Sun feast brand, it is getting good response as well as success to build strong brand image in to mind of consumers. Overall strategically , this brand is working good against its rival brand (Snacks and Food).

Core Competency of ITC ltd:-  what kind of ITC is using strategy? Once ITC is launched any segment brand then it is doing only brand extension in same segment but different product. This is the main strength of this organization.Brand success and failure is different things.  For example:

(1) Sun feast biscuits brand:- Under this name various types of segments biscuits are available with range, flavor etc.
(2) Bingo brand:- same as above like sun feast
(3) Classmate brand (Stationery segment) :-  Notebook, pencil, pens, full scape book under same name Classmate
(4) Vivel brand Personal care:- soap, shampoo, face wash, face cream etc..

So, this is strength of ITC.. Consumers have to remember only one thing  either "Sunfeast, Classmate, Vivel or Bingo" and shopkeeper can understand easily.

Again the brand Dark fantasy campaign started against rival hid & seek as well as  burn burn. Actually, we can not say exactly that they are competitors because all these three brands are very different. yes, we can say that they are effect therefore it can called as substitute. All these brands are into premium segment but still they have different identity as well as totally different.

Link of ad:- http://www.youtube.com/watch?v=PBXvWH_ce98

http://www.youtube.com/watch?v=-5rrmI3I028

Brand Campaign;- As per my opinion , i feel some lack of branding for this brand, there is lack of brand message or establish brand. This advertisement campaign is showing some opposite effect. If you will analyze both of these advertisement very carefully, you will find the some mix of other product. Both ads are different flavors (pineple & chocolate). From starting to end point, it is shown  part of British time, feel like king and queen as Britishian , the location also same like palace , decoration, and ultimately feeling like sweet, romantic and fantasy taste. The whole advertisement are without any voice over as well as only background music, body gestures.At the end voice over say "Escape into one".

What kind of lack:- Sometimes, it can feel like condom advertisement. While it has shown slowly chocolate on biscuits, it shows clearly some level sexuality as well as same thing while person was tasting the biscuits. it can success to shown as premium segment but, still the lack of proper branding, its establishment and message. At the end of ad, parrot as well as dog both are feel say something that you can easily understand after watching ad.

To promote biscuits is very difficult  against competitors. Lot of things we have to require to think. Because one common thing "Taste" that every brand will show. Still, apart from it, it can need more clarity.

Happy reading...

What a Communication Style & Branding in KBC - 5

Yes, KBC 5 is opened with 5.34 avg. TRP on 15 August and getting good response in show. There has been made lot of change and entered many new concept. Even Amitabh is also doing effective communication style which is very helpful to attract the viewers. This season he is doing good communication style as compared to his past KBC show. Not only Amitabh but also Sony has executed good branding strategy, branding space for their client (Sponsors).

Hereby, i am representing some points of branding from starting show to end of the show. How they are promoting show, create an entertainment atmosphere and branding :-

(1) Jackpot question sponsored by Idea ..you can sms answer. As a telecom partner Idea cellular. So, in phone freind lifeline also use the music of idea.

(2) Then "Fastest Finger First" sponsored Swift brand. You will at bottom place small icon for 10sec. when this round is start. It will written "Swift" Swiftest Choice. 

Then when any contestant will select for play KBC, suddenly again Swift icon will come written by "Swiftest Mover" for 10 sec. When contestant will walk and reach to his/her  hot seat at that time this icon will come. Swift choice to Swift mover.

(3) When game will start , computer screen is co-sponsored by Samsung. When Amitabh will ask question, angel of camera focus on both computer screen and branding of "Samsung Smart Tv" which is used by Amitabh as well as contestant.Camera is shown continuously small part of screen on which written Samsung Smart Tv.

(4) When game will start, Amitabh will announce or speak word  "Shubh arambh" and brandig will start of Cadbury dairy milk. Cadbury is presenting and main sponsored. Even on break time, while Amitabh will say that "dont go away....at that time L-shape cadbury branding.

(5) When contestant leave the game, suddenly again  in L-shape Cadbury dairy milk will come as" kuch meetha ho jaye".

(6) Idea as telecom which is using in phone friend lifeline, jack pot etc.


New Concept and Communication part:-
(1) As new concept and communication part, the role of Amitabh is very big to attract the viewers. He is taking view from supportive person of contestants, create more entertaining atmosphere with game etc. by Effective Communication. And this type is nice as compared to his past show.

(2) The other thing is that during the game Amitabh is calling to family or friend member of contestant and contestant is talking few minutes with family member.

(3) One type of question is fixed for every contestant, the question is like to listen music and then give an answer.

Ultimately, everyone love and happy with Amitabh bachhan. Contestant feel happy either they win or not , but to meet with Amitabh is enough for them. Overall, it is strategy for attract the viewers.

To finding the different way of communication and branding strategy is very much important. TRP is also important but This time KBC 5 is coming up really new way with lot of concept, ideas on 15th August........

T20 means TOP 20...Its good strategy

Yes, India TV is came with some different concept and also compete against other Hindi news channel. India TV is compete against its rival Star news, Zee news, IBN 7 , CNBC Awaz, AAJ TAK etc. All of these channel are many times became no.1 on various program.
They are fighting with TRP rating and showing some evidence in various corporate business magazine, news papers etc with Analysis of Graph. Mainly the fights between Aaj Tak, star news, IBN 7 and sometime Zee news.

India TV Concept and Strategy:-
Normally, each channel has its own strategy to stay in competition same like other brand. Channel is also one type of brand. Normally, people are views all channel as well as aware with its. A time was there, when Aaj tak was very famous and no.1 brand in news channel , at that time i think Rajat Sharma was also joined in aaj tak after Zee Tv. But within few years many new channel are entered in market and broke the Aaj Tak market. Nobody could beat at that time but now aaj tak is also going up & down situation.

I have found some specialty in India TV that it makes some different with other channels. You may be know about it ..There are few program as mentioned below (program are Monday to Sunday):-

(1) TOP 20 News without break (T20) :- duration 8.00am to 8.30am daily
(2) 10 Sahar and 10 khabar:- 4 days in week and 2 times in a day
(3) 5 minutes and 25 news:- Daily and 2 times in a day


The name of show is really nice and also nicely executed. I always found very good attractive words from India TV Voice over while they are speaking questions on issues. Right now, every news channel are using Voice over still You will most like India TV Voice over. And at least once, you will willingly listen and watch it. Its really good strategy and others channel not using such things. All of above mentioned program is without break program which is core competency. Today, majority people are avoid advertisement.

There is also some negative impact towards India TV channel, because many news or program are not good, very strange as well as meaningless.But, still India Tv is running very well and able to compete very strong.

All the best it for new innovation.

Now, Its Time of VODAFONE & Its Innovative Services AND (- AIRTEL)

Brief:-
Competition is going great between all telecom service providers after entering "Uninor". Uninor also coming with good strategy to enter in market and cover mass people. Each and every service providers have its own competencies. Lets we can talk about major competitors VODAFONE V/s AIRTEL.
Both brand has taken change their logo (Vodafone bought hutch) and recent this year Airtel change its corporate identity. A time was there before 2009, Airtel always came with innovative VAS service; good network, creative campaign, amazing ideas, and other were following AIRTEL ideas at that time. And now, we are not getting such things from Airtel.

No. of Players:- Vodafone, Airtel, Reliance, Idea, Videocon, Tata Docomo, Uninor, BSNL (Major competitors)
Strategy part:-
(1) Vodafone:-  Since Vodafone has bought the hutch company, immediately taken an op of IPL season-1 and did aggressive branding, channel road block strategy was done by Vodafone. And suddenly Vodafone is became success in reposition of brand. Otherwise, it was very difficult to change its corporate identity in the mind of consumers. It was challenge taken by Vodafone, to remove the brand name HUTCH from the market and established Vodafone. This task has got huge success.

Vodafone has executed each strategy carefully and on right time against huge rival Airtel. Hutch was very strong brand and difficult to kill that brand, but Vodafone did it. Then, slowly one by one strategy was executed with new Vodafone dog, new jingle, which was the first phase to establish the brand.

Then again IPL season came and coming with "Zoo zoo" branding, very new concept, creative idea, great mascot, all zoo zoo campaign has established strong Vodafone brand. Each and every Indian people were liked all zoo zoo campaign, advertisement, service message by Vodafone. Again at that time Vodafone executed right time strategy and made it succeed as well as made stronger brand.

IPL was made very lucky for Vodafone. And then, slowly Vodafone change its tagline and make it new           ” (Power to you) " . So, Vodafone has taken very carefully each steps and executed each strategy very timely.Yes, we are regularly getting new innovation, creative ideas, silent ad but clear message from Vodafone side. Vodafone is now coming with innovative VAS service. Recently, it has launched "Take borrowed from your friends" campaign.
Link:-   http://www.vodafone.in/pages/tvads.aspx

Vodafone each services campaign like, night call, IPL-3, bonus offer, Vodafone delight, call at 10p, mobile number portability, Vodafone 3G, 3G launch pad, IPL-4, Low mobile balance services etc. all are good campaign , breaking clutter campaign and people feel good.

(2) AIRTEL:-
Now, Airtel is going down and also not coming with good services as well ideas in terms of branding part. Overall Vodafone beat to Airtel even though Idea, reliance is going good. Idea cellular services, Tata Docomo is now coming with good campaign even Uninor as compared to Airtel.
Recently this year, Airtel has made change its corporate identity (logo), which is not getting much good response in mind of consumers. Airtel old logo was really good and strong brand.
New logo is not yet set in the consumers mind.

New logo

Old Logo

Now, we are not getting any new service from Airtel like Vodafone, even brand awareness is not working well. Airtel is showing just its new corporate identity as compared to service. So, we can say that Idea, Tata Docomo is executing regularly good service to stay in competition.

Enjoy..VODAFONE

Everybody's Heart Say "KUCH MITHAS HO JAYE" by CADBURY

Yes "RAKSHA BANDHAN" Festival is coming and everybody's heart say "KUCH MITHA HO JAYE" , SHUBH ARAMBH"  by Cadbury Dairy Milk. The campaign is already started of cadbury dairy milk for upcoming festival "Raksha bandhan".

Brand:- Cadbury Dairy Milk (Cadbbury)
Target:- Family and festival
Punchline / Tagline :- "Shubh Arambh" and "Kuch mitha ho jaye" (For Festival).

Strategy:- 
Really we can say that very strong brand build up by Cadbury Dairy milk on specially Festival Occasion. And Cadbury brand has made change the trend in the mind of consumers. Brands has focus on "Mithas" in terms of celebration , build up good relation, occasion etc and definitely reached in heart of Indian people.
Since the campaign has started with punchline "Shubh Arambh and Kuch mitha ho jaye", brand is growing very well, strong brand image established in the mind of consumers, very emotional campaign. Even small children are also saying" kuch mitha ho jaye", they have remembered very well. Brand has target teenage, young, and aged people (Covered Family) by various ways.

The brand message is : On each and every occasion, festivals, Indian people should celebrate with Cadbury "MITHAS". This is really good idea, brand strategy as well as message and strong brand equity. people like to see each cadbury advertisement.
If i am not mistaking, many people has remembered the old cadbury advertisement "Kya swad he zindgi me" (A young girl happy in cricket stadium
(Link:- http://www.youtube.com/watch?v=vXYK-KivZWg

Cadbury is reached in everybody's heart and when any festival is coming, we remember dairy milk at least once and now today's many people are buying dairy milk. Those people who are not buy , still they remember and feeling good. 

Family pack of cadbury dairy milk is really attractive, innovative, theme based (Festival)..amaizing idea ..successful brand, never stop..
Link of new ad :-
http://www.youtube.com/watch?v=YxRclNjiYHc&feature=related

Again Everybody's Heart Say "KUCH MITHA HOJAYE".....ENJOY FESIVAL