WINTER WAR - I

Little little winter season has started, but more n more winter brands are available in market. Market is much care about human skin where lots of skin care products are available cosmetic as well as ayurvedic.

Skin care segment covers moisturizing creams, body lotions, butters, serums, scrubs and face-washes which promise benefits that range from instant fairness to better moisture, protection from the sun and anti-ageing.

Total Skin Care market: - Rs. 4600 crore  (All figures are at end of year 2010)

Boroplus antiseptic cream (Emami):- Annual sales over Rs. 200 crore, which is second largest in fairness segment.

Fair & lovely (HUL):- Annual sales over Rs. 1000 crore, which is market leader in fairness segment.

Segment & Target market: - Boroplus antiseptic cream is focusing on socio-economic class & targeting mass people include lower, lower middle & middle class. As well Boroplus winter fairness cream is focusing on young women/girls, age group 21-30 years.

While Fair & lovely is focusing on upper class & upper – middle class which is targeting young women/girls, age group 21-30 years.

Winter Fairness Cream Major Players: - Fair & lovely, Ponds white beauty, Boroplus, Vaseline white petroleum jelly, Nivea, Lakme and others. These all players are playing either in cream, lotions or petroleum jelly but all of these are direct or indirect influence with each others in market. 

Emami has also launched other skincare brands such as MalaiKesar, Vasocare and PureSkin which are playing in niche market.

Ultimately, all of these brands are keeping healthy fairness, nourishes skin, protect from dry skin & even from sunlight also.

Here, I will represent about only two major brands Fair & lovely and Boroplus.

Celebrity endorsement: - Boroplus antiseptic cream is endorsing by Bollywood star Amitabh Bacchan while Boroplus winter fairness cream is endorsing by Bollywood actress Kareena Kapoor.

Fair & lovely winter fairness cream has not any specific brand celebrity.

Brand Campaign & Strategy:-

(1)    Boroplus Antiseptic cream: - Since many days, advertising campaign has already started on television commercial which is endorsing by Amitabh Bacchan. The overall strategy is focus on protect from cold/ winter. The voice over Amitabh is conveying message “To protect 50 crore Indian people from cold, Boroplus antiseptic cream “Safed Tika (white spot)”.   The Slogan & punch line “Safed Tika (WhiteSpot)” which is very nice that builds up image in mind of consumers. Originally, this campaign has also been created by November 2010 last year. To recall brand, it has started again on television commercial and which conveying message for mass people at various location.

Advertise Link: - http://www.youtube.com/watch?v=FbrQC6CFaI8&feature=related

(2)    Boroplus healthy & winter fairness Cream: - This healthy & winter fairness cream is endorsing by Bollywood actress Kareena Kapoor since many years. This brand is directly compete with Fair & lovely winter fairness cream. Boroplus winter cream is promoting with its three unique selling proposition “healthy fairness, healthy moisturising & healthy protection”.

Advertise Link: - http://www.youtube.com/watch?v=ALHfzPpZoms&feature=related

(3)    Fair & Lovely Winter fairness cream: - The strategy is appealing towards consume of cold cream that does not giving fairness. Cold cream is giving you fairness, so use fair n lovely winter fairness cream that will give you more fairness & nourishes skin.

Advertise Link: -  http://www.youtube.com/watch?v=p7hVtl37lm8

Conclusion: - Different strategy is being used by Boroplus & Fair n Lovely, the target is about fairness & nourishes /moisturizing skin. Fair & lovely brand is market leader despite of it has no any celebrity whereas Boroplus two sub-brands are endorsing two big celebrities.

 Yes, Emami has also launched fair & handsome cream fairness (For Men) which endorsing by Bollywood star Shahrukh Khan. And, For men fairness cream is market leader in men segment.

Don't go away...Winter War - II coming Soon....

Traffic, Traffic, Traffic !!!!! Social media Traffic..

Every where social media, users are using social media by various purpose, Social media have made change the communication era. Social media have evolved the road where every people are engaging with each other at least once in a day and sharing much more various things.

If we talk about marketing point of view, Social media became an important medium where companies are using social media as a part of their strategic planning. And, Social media has got success to developing profile SEO (Search Engine Optimization), SMO etc. who are working special on social networking sites as well as promoting products, update company information etc.

“Traffic” word is become very popular for Social media, Companies are playing with “Traffic” and Social media are generating “Traffic” (Users). 

Yes, only one question that How to get traffic?  And companies are using various strategies on this question and promoting products, generate business / inquiries, build up relation, update company information/ news etc. Social networking sites Facebook, Twitter, LinkedIn, Stumble, Diggs, Blogs, Google + etc. are playing key role to gather traffic and products promotion. Million of users are available on these sites and day by day they are increasing.
 In fact, Social media is more useful to build up strong network, sharing market information, maintain relation, you can keep in touch with your clients; update your business portfolio 
worldwide etc.

But, when companies are using social media & getting traffic, they are expecting business result in terms of generate inquires, convert into final prospects. Getting more traffic does not mean that it will gives instant business.

Getting more traffic will be giving you result about your products awareness, company information etc. And, once you build up your network, business will definitely generate. So, it needs to understand more about use of Traffic.

Social media is more about entertaining purpose than professional. If you will think about how your business can entertain towards users, you will be getting huge success.

“Use Business entertains strategy.”  And Social media will generate more traffic.

Don't be confuse..."BlackBerry" or "BlackBerrys" !!!!

Yes, never be confused about BlackBerry Brand because, there are two BlackBerry,
Both BlackBerry are playing in Premium market and targeting upper class, corporate, rich consumers.

Would you like to know more detail about BlackBerry? Let's BlackBerry will be introducing to you:-

(1) BlackBerry is smart phone that we all know very well,
(2) While the other BlackBerry is playing in Man's wear garment segment and targeting to premium market. Recently BlackBerry Textile brand has made reposition in market and already started television commercial campaign. It has made change in corporate tagline and again come up with new tagline in market, means it is now trying to focus on right target market and will be taking reposition.

Overall, today time is going to make update your brand because, consumers behavior, perception, needs, taste, brainstorming, consciousness towards brand or price etc. are changing frequently.

Old Tagline: - Sharp. Smooth. Sure
New Tagline: - "Go Sharp" and trying to revive again in premium market. This new tagline is perfect suit to this brand.

Website:-
(1) You can visit website of BlackBerry Smart phone: - http://in.blackberry.com/

(2) You can visit website & TV ad of BlackBerry Textile: - http://blackberrys.in/About-Us.html

Old Tagline of Textile Brand BlackBerrys

New Tagline of Textile Brand BlackBerrys

BlackBerry Smart Phone Logo

Normally, when people speak about BlackBerry, we perceived about smart phone or we always understand about smart phone.Because, BlackBerry smart phone is very well known and one of the leading brand in market. 

So, here it may difficult for Blackberrys Textile brand  to revive  or rejuvenation in market.

Let's see..but you don't be confuse...That's nice..

Old is always Gold !!! Remember your old days and Enjoy old Advertisement

(A) There are some brands which were failed or still existing in market.
(B) There are some brands which have been taken reposition.
(C)There are many brands which can not forgettable, it gives reminisces frequently.
(D) There are brands which have not changed its "Jingle or Punchline", changed in picture/ visualization, character, music but not in jingle or punchline, Character.
(E) There are brands which were either exist or out dated, still we can not forget it. Existing brands are playing in market and already built up brand equity in market. 

I would like to share all brands of television commercial which brands are much much much OLD & STRONG. 

(1) Nerolec Paint:-  http://www.youtube.com/watch?v=sPRKzwdEfVs  (Nerolec)

http://www.youtube.com/watch?v=GH250XZXD8U&feature=related   (Nerolec old ad)

(2) Cadbury Dairy milk:-  http://www.youtube.com/watch?v=FVChyy_moiM&feature=related  (Cadbury)

(3) Vicco Turmeric :- http://www.youtube.com/watch?v=E86h7NxUJ6k  (Vicco turmeric)

http://www.youtube.com/watch?v=yZq10WlFQlk&feature=related  (Vicco turmeric)

http://www.youtube.com/watch?v=BXe6yJ-0Fe8&feature=related  (Vicco Vajradanti)

(4) Pan Parag:- http://www.youtube.com/watch?v=iR_cb6ts2s4&feature=related  (Pan Parag Old)

(5) Complan:- http://www.youtube.com/watch?v=t-fysFHfBYM&NR=1 (Complan old)

(6) Bajaj :- http://www.youtube.com/watch?v=xEV8MWd1p3M&feature=related (Hamara Bajaj)

(7) Parle-G :- http://www.youtube.com/watch?v=5D4PBN0OzuE&NR=1  (Parle-G)

(8) Lijjat Papad :- http://www.youtube.com/watch?v=dhKMjnMUJCU&feature=related  (Lijjat Papd)

(9) Amul Corporate:- http://www.youtube.com/watch?v=RW9DSUbZX34&feature=related  (Amul old )

http://www.youtube.com/watch?v=pdCpLkYE28k (Amul New )

(10) Rasna :-http://www.youtube.com/watch?v=FA3qi17Xfpw&feature=related  (Rasna Old)

http://www.youtube.com/watch?v=vKRSQx_HefQ&NR=1  (Rasna Old)  "I LOVE YOU Rasna"

http://www.youtube.com/watch?v=PKV-DkgRm8M (Rasna new )

(11) Surf Excel :- From this ad, "Dag achhe Hai" brand has established.

http://www.youtube.com/watch?v=tNE3l2LPiEY&NR=1  (surf excel old)

http://www.youtube.com/watch?v=mi4yKET-tBg&feature=related  (surf excel old)

(12) Hutch & Vodafone:- Remember Pug (Dog), Hutch is now Vodafone.

http://www.youtube.com/watch?v=6K_XlxHxG0c&feature=related  (Vodafone)

http://www.youtube.com/watch?v=FVtAWFmq5q4&NR=1  (Hutch is now Vodafone )

http://www.youtube.com/watch?v=rK5sbACxwM4&feature=related  (Hutch)

(13) Fevicol:- http://www.youtube.com/watch?v=Xep4RftkRdo&feature=fvwp&NR=1  (Fevicol)

http://www.youtube.com/watch?v=hUc4iKIAPV8  (Fevicol)

http://www.youtube.com/watch?v=wlNsItbse5g&NR=1  (Fevicol)

http://www.youtube.com/watch?v=Q-wQpWwQnAg&feature=related   (Fevicol)

http://www.youtube.com/watch?v=xGDrgaOP5OM&feature=related   (Fevicol)

(14) Lifeboy soap:- http://www.youtube.com/watch?v=CHXaYXecsCg&NR=1  (Life boy)

(15) Videocon Washing machine:- http://www.youtube.com/watch?v=tEVpsjivJVQ

(16)Dabur Lal Dant Manjan:- http://www.youtube.com/watch?v=ep5-bwrtKY4&feature=related

(17)Tata tea:- http://www.youtube.com/watch?v=ZSK1cL13NO8&NR=1  (Tata tea)

(18) Zandu Balm:- http://www.youtube.com/watch?v=NssIEzYeBVo&feature=results_main&playnext=1&list=PL4379458070380F6E

(19) Bournvita:- Tan ki Shakti man ki Shakti Bournvita, old ad

(20) Nirma washing powder Nirma:- Dudh si safedi Nirma se aaye...........Sabki pasand Nirma..

I hope, you will enjoy and remember old days, i assure you will smile also in some advertisement. But all brands are strong.

Enjoy....

I m lovin it......McDonald (McFlurry Oreo in India now)

Recently, McDonald has launched McFlurry Oreo in North and East India. McDonald leading in market and playing with 65 % market share 2010, one of the largest fast food retail chain and compete very strong against rivals. McDonald is understand the Indian consumers marker and accordingly, it has been evolved Indian menu it in consider to Indian consumers like McVeggie Burger, McAloo  Tikki etc.

New brand: - McFlurry Oreo, Available in two flavor 

Punch line: - Slow down

Target market: - Especial concept which target to those who feel stress, want to relax from work etc.

Brand Concept: - The overall concept is about focusing on “Slow Down”, “When was the last time you relaxed? “  McFlurry Oreo will be giving you relax moment, cool, stress free, feel happy. You enjoy McFlurry ice cream very slowly and feel very relax. The television commercial has already been started in India but it has launched in only North & East India McDonald’s store. The brand campaign is more focus on corporate person than normal who are not doing job or business. 

Advertisement Link: - http://www.youtube.com/watch?v=AQLwR0Tu8GA (McFlurry)

Strategy: -  It has introduced “Augmented Reality” concept where McDonald’s stores can shooting of any customer and then load it in TV screen of store. This concept gives a feel of slow down where customers are enjoying McFlurry in relax mood. The other strategy is being used which is called Postcard Pass down strategy, where customers can pass that postcard to their friends, colleague or anyone who are feeling stressed, hectic working schedule.

If you will analyze it, you will get lacks in execution and concept of strategically:- 

      (1)    Actually, McFlurry can consume any person at any time, and normally consumers are consumes such products at entertainment moment, get to gather moment. The concept “Slow Down” is right but it should not target corporate person only. Overall McDonald is targeting majority up to 30-35 years age group of people. And McFlurry is such product where it will consumes majority youth market.

     

     (2)    The other thing is about execution that still it is lack of brand campaigning which is not giving effect of campaign. 

     (3)    It can not say or it cannot gives brand promise that if you will consume McFlurry, you will be feel stress less or relax. You can also consume many things like other brands ice cream, cold drink or anything else.

Therefore, it has lack that “Why consumers will use McFlurry?” and this thing could not be highlight in brand campaign.

There is not any doubt about selling terms, consumers will consume because McDonald brand not McFlurry. But, the important is need to develop McFlurry brand image with McDonald otherwise, it may give negative impact on McDonald corporate image.

What you feel?...

Whisper V/s Stay free ...And now Sofy side walls in Indian market....

Yes, Whisper and Stay free both brands are consistently fighting through out the year with wide range of products in sanitary napkin segment (Menstrual period). Both brands haves very wide range of products length as well as depth. And, both brands are offering customized sanitary napkin with different sizes & varieties. It was a day where Stay free brand was leading in sanitary napkin market. But, now Whisper is became leader with playing 40 to 45 % (Approx.) market share. Whisper has made lots of changes and promoted by strategically each brands.

In 2005, whisper has been created a great campaign with the punch line of “Have a happy period”. The word is directly related to “Period” (Menstrual). 

Brands: - Whisper (P & G), Stay free (J & J) and now Sofy side walls (Uni chem).

Segment: - Sanitary napkin pad

Total market of sanitary napkin: - Estimated market is Rs.1, 350 crore in India which is mostly dominated between two brands Whisper (Procter & Gamble) and Stay free (Johnson & Johnson).

Whisper Strategy: - Whisper is consistently coming with good campaign where it can get clear message, and also promoting by various ways and strategically. It is promoted not only by television commercial but also it has been used promotional activities. And, today’s time everyone know very well & getting maturity early, so brand is consistently engaging with consumers needs. Every time, both brands has been extended its portfolio in consideration of women/girls problem. 

Whispers core competency is its punch line “Have a happy period” which is very helpful to attracting consumers, as well it gives you in return real happiness. Therefore, whisper brand is became market leader. And still it is growing. Before a month, it has released campaign on “Girls Dosti (Friend) Whisper magic contest” where whisper brand was sponsored in India. 

Saina Nehwal a sports person of Tennis in India, who is endorsing brand Whisper. Whisper is targeting women/girls where they can feel comfortable at any place either sport, dancing, in night, on travel or on the way etc. 

Stay free Strategy: - If you consider as brand, that it is good brand and also well known, Stay free has also executed as ‘brand power’ strategy. It has also wide range and customized brand portfolio. But, still it has lack of build strong image like whisper. 

Recently, Stay free has launched new campaign few months ago “ Ab waqt hai badalne ka” (It is a time to change”). It is focus on “Change your thinking level; it is a time to change”. And it has been focus on Army women in campaign. Stay free is also sponsored with serial “Diya Aur Baati Hum” which is telecasting on Star Plus channel.

 

Link of advertisement:-

http://www.youtube.com/watch?v=adiLRA5kUTg&NR=1 (Stay free ultra)

http://www.youtube.com/watch?v=l7daDKeG-tM (whisper - possible)

http://www.youtube.com/watch?v=mQZBa8z8vkk

 

If you will analyze both advertisement, you will find about Whisper and Stay free that:-

Whisper – possible Campaign where it is showing that all this is possible, nothing is impossible if Whisper with us. It gives you confidence and makes you happy. Saina Nehwal telling that 1 crore women are likes whisper.

Whereas Stay free campaign is showing “Change your thinking level and it is a time” means it also gives you confidence by other way.Still, it can not beat whisper, now it will be difficult to beat. 

And, now other brand “Sofy side walls” entered in Indian market which already leader in Asian countries like Japan, Taiwan, China and Thailand. Bollywood actress, Prachi Desai is endorsing “Sofy side walls” brand. Sofy brand is come with concept that it will get full of protection from both side of dipper and brand promotes itself as “Side walls”.

There is huge opportunity in Indian market for this segment. Because, still only three well known brands are playing in Indian market.

Let's see, wait n watch....

Power In Your Hand....What you say?

Yes, control in your hand, we are facing lots of innovation day by day since 3-4 years. Now, innovation came in Insect control market also where strong competition between Good Knight, mortein and All out brand. 

A great time was coil where people were using coil to avoid mosquito’s and at that time a brand which is known as” Kachhua chhap” (Turtle Sign), a very famous brand for killing mosquito ‘s in India. And then slowly it was made some innovation where few brands have been entered in market with “Mat” segment. “Mat” were using by middle class and upper class family also. It has been also an available “Aerosol “segment for killing mosquito as well as cockroach which includes brands like Hit, Mortein etc.

 

Again, it was made some innovation where brands were coming with vaporizer/ liquor refill segment. And All out brand were taking position as “Machharon ka Yamraj” (Devil of Mosquito’s), it became market leader in Vaporizer segment against Good knight. This vaporizer segment has been influenced on coil & mat segment also. Due to the smoke of coil, consumer were facing problem and All out have been taken first mover advantage in vaporizer market and became market leader.

And, it has been again innovation in Vaporizer to control on “huge mosquito's” as well as also innovation made by Good knight coil segment. Innovations has been made which are as under:-

(1)    Good Knight advanced has made innovation in Coil segment that it has been developed less smoke coil and no find any mosquito. So, less smoke and no mosquito.

      (2) All out came up with Power slider where you can control slider as per mosquito’s ratio. You can increase or decrease your power slider as per mosquito’s ratio.

     (3)  Good Knight Advanced brand came up with slider mode like push mode and active mode. So, you can change as per mosquito’s ratio. 

     (4)    Mortein has also been launched new brand “Mortein power guard “where it can kill both mosquito's & cockroach. And the focus on “Saat Guna Shakti Shaali” (Seven times energetic).

Insect control Market segment& it’s relatively share in %:-

       (1)    Mat 10 % 

       (2)    Coil 50 %

       (3)    Vaporizers 25 %

       (4)    Aerosol & Cream 15% 

The overall insect repellent market has been grown 27 billion at the end of 2009-10 and it is estimated to grow to a sizable market 39 billion by end of year 2014-15.

According to Nielsen survey July 2011, Good knight has been take over market share from All out and became leader in liquid vaporizer segment. Good Knight (Godrej) share was 43 % where as All out  (SCJ India) share was 42 % which was little over. Godrej has been executed good strategy by making continuous innovation and covered market share where All out was playing since many years in this segment.

Overall Godrej brand Good knight is growing continuously since many years compared to rivals. 

Bollybood actress Rani Mukharjee, Vidya Balan were endorsing brand Good Knight and then now came up with new campaign Good Knight advanced where two children are playing role with punch line “Push Karo, Khush Raho” (Do it push, Be Happy). This punch line is very effective which can take position in market.

You can watch advertisement where brand has been made innovation in vaporizers & coil:-.

(1) http://www.youtube.com/watch?v=jQPURPoaPbE (All out power slider)

(2) http://www.youtube.com/watch?v=c08g2YGfcpU (Good knight advanced Old advertisement)

(3) http://www.youtube.com/watch?v=xyIW83J62vk&NR=1  (Good knight advanced New advertisement)

(4) http://www.youtube.com/watch?v=9ipV8v6AXfQ&feature=related (Good Knight Advanced Coil)

Such innovation is helpful because increase in mosquito’s ratio and people are facing many disease due to mosquito’s, as well we know about weather also now a days. So, more active insect control will definitely helpful. 

What you say….”Power In your Hand?