Crazy for Good / Happiness (Coca - Cola) V/s Pepsi! Oh Yes Abhi (Pepsi)

Are you CRAZY enough to make the world happier? “Crazy for Good / Happiness” a latest campaign released globally by Coca – Cola. Simple but effective & precise campaign communication strategy being used while on other side Pepsi has also released new campaign Pepsi! Oh Yes Abhi (Now). Though, Pepsi is ahead than Coca – Cola in Indian Soft drinking beverages market.  

Be Crazy or Pepsi! Oh Yes Abhi:-

   

Campaign of Coca Cola: - (1) Khushiyaan Lutao, Crazy kehlao (2) Bewajah Khushiyaan Lutao, Coca Cola Pilao. Ultimately only Global Message: - “Share / Contribute Happiness & Be Crazy without any Reason”

Campaign of Pepsi: - Pepsi! Oh Yes Abhi (Now). This campaign is specially developed for IPL (Indian Premier League) Cricket Season 6 which is being endorsed by multi star as well as cricket players. 

Branding Strategy: - Since Coca – Cola brand has taken reposition & developed new image “Open Happiness” globally, which is being always coming with creative, innovative and heart touching (emotional) campaign. Coca – Cola has taken strong position by being focus on “Craziness & Happiness” towards consumers.  Since 3 months, Coca cola has already been released at least 4-5 TVC campaign in India and became too much popular. 

Advertisement Link: - http://www.youtube.com/watch?v=jyEWtpYtpv4 Indian Version

http://www.youtube.com/watch?v=lfITYJoU-hY  Indian Version - 45 Sec.

http://www.youtube.com/watch?v=iPaJa4sYTb0  South Africa campaign

http://www.youtube.com/watch?v=KKfwOJzWxmE Ukraine campaign

http://www.youtube.com/watch?v=CSiSU_XX_Bo Indian Version

https://kindness.coca-cola.com/in/index.aspx developed by Coca-cola where you can share your story as well as share & spread happiness. Recently, one campaign released Zainab Imran from Pakistan who is blind, Since 10 years she is spreading happiness through music in hospital towards children who are unwell or sick. And children feel happy, smile on their face by being listen music. 

Advertisement Link: - www.youtube.com/watch?v=7AneAH5mVAI (Zainab Imran from Pakistan – Happiness through Music)

Overall, all campaigns are being coverage not only target audience but also part of corporate social responsibilities which is influencing & inspiring to consumers too.

The other strategy being used very silently by Coca – Cola, that TVC is highlighting price offer for 200ml. Recently two Television commercial have been released which is being endorsed by 3 star celebrities (Bollywood movie ‘Student of the year’), brand is conveying same message but at the end of campaign voice over is saying “Bewajah Khushiyaan Lutao, Coca – Cola Pilao (Contribute Happiness without reason, to drink other Coca – Cola) along with silently highlighting price of 200 ml (INR 8 for 200 ml).

Advertisement Link (Price Highlighting):-

http://www.youtube.com/watch?v=SdUqxX8ZKNw Celebrity of Bollywood movie Student of the year

http://www.youtube.com/watch?v=lcMDwZgeRY0  (INR 8 for 200 ml)

Whereas Pepsi is rolled out with special campaign on the occasion of IPL cricket Season 6 “Pepsi! Oh Yes Abhi (Now)”, which is being endorsed by Bollywood star Priyanka Chopra & Ranbir Kapoor as well as Indian Skipper M.S. Dhoni & other cricket players. This campaign is created especially for IPL cricket only & conveying simple message that “winner can be anyone but Pepsi Right now only”. 

Advertisement Link of Pepsi: - http://www.youtube.com/watch?v=goBKNZJYjNo Priyanka Chopra

http://www.youtube.com/watch?v=PQTWY11NtN8 Ranbir Kapoor

Campaigning strategy is not much giving impact on brand equity & also on consumers too. It is very simple but it looks good only due to IPL cricket atmosphere & enthusiasm. Branding & communication strategy should be always highlighting towards consumers only which can be little lack of strategy as compared to Coca – Cola. 

Overall, Pepsi has made frequently change in its punch line / tagline which is core part of brand image for consumers like: - (1) Yeh Dil Mange More (2) Ye He Youngistan Meri Jaan (3) Change the Game (Focus on Cricket). If you can pick up brand Thums Up in India: - Only one tagline since many years “Taste the Thunder” which is strongly built up in the mind of consumers. So, frequently change in punch line/ tagline; it gives impact on brand image. Because, once consumers can ready & willingly enable to identify brand, then it does not require changing. It can be change in campaign but message should be same. 

Conclusion: - Both Coca – Cola & Pepsi are attempting good to cover market share & overall Coca – Cola is focusing much on global market & also executing same strategy globally too. 

I would like to share that switching the brand is tough task for both brand Coca – Cola & Pepsi. Because those consumers who are liking either Coca –Cola or Pepsi, rarely they may switch over the brand vice versa and soft drink market is always “Taste Conscious” rather than price or promotional offer. Despite of launching new scheme or various offers, it will not give expected result either in sales volume or market growth. It can be much better that brand should have to more emphasize on to make loyal consumers & maintain them, then simultaneously it can execute different strategy in order to switch the brand. 

Let’s see how things will be change Crazy for happiness or Pepsi! Oh Yes Abhi…

FACEBOOK MEGA ONLINE SHOPPING STORE : Can FB start own Store?

Trend of social media is booming and growing, it gives good benefit to company as well as co.’s brand. Today, major company are spending fixed % on social media out of total marketing & advertising budget. Even though E-commerce market has also been joined social media in order to get awareness, high sales volume & growth.

Major Social Media Players: - Facebook, Twitter, LinkedIn, Pinterest, Klout, Google +. Among the most and world’s giant players Facebook has done lots of innovation, add new features etc. to compete rivals. And, users (including company, brand & people) are daily spending at least 2-3 (Appx.) hours on Facebook and being getting huge response from users.

Now the question is that Can Facebook starts its own online shopping store? For, Facebook it is a great opportunity to start own online shopping stores. Right now, major online shopping stores/portals have joined or tied up with Facebook and already made online shopping store page where consumers (users) can buy directly.

So, my question is that if Facebook can start own online shopping Mega stores where all kind of branded products are available like one stop shop solution. Facebook has good opportunity to diversify its business & extend its brand into online shopping stores.

There are lots of online shopping stores are available in worldwide for various categories. Yet, consumers having not that much trust for online shopping due to manipulation/fraud etc. Though few portals are well known & trust worthy for online shopping where consumers are buying directly. Same ways Facebook has already been established strong brand equity as well as also trustworthiness & promise brand in social media market.

List Online shopping stores worldwide: - There are many stores available, but taken stores which are most popular.

(1)Amazon.com

(2)Yebhi.com

(3)Tradus.com

(4)Homeshop18.com

(5)Junglee.com

(6)Ebay.in

(7) Shopping.indiatimes.com

(8)Shopping.rediff.com

(9)Flipkart.com

(10)Snapdeal.com

(11)Fashionara.com

(12)Futurebazar.com

(13)Trendss.com

(14)Shoppersstop.com

(15)Napptol.com

(16)Mygrahak.com

(17)Infibeam.com

(18) ASOS.com

(19)Nasty Gal.com

(20Mr.Porters.com

(21)Zappos.com

(22)Otteny.com

(23) Myntra.com

(24)Shoptiques.com

(25)7dayShop.com

It would be strong and giant competent & diversification of Facebook from Social media to E-commerce market. New brand can develop like ‘FACEBOOK MEGA ONLINE SHOPPING STORE’. It can be enable to change the online shopping scenario if it will use an effective strategy.

Share your views that should Facebook starts own online shopping store or not?

Dettol V/s Lifebuoy

Shocking and Surprising that brand controversy happened between well-established companies i.e. Hindustan Unilever Ltd. & Reckitt Benckiser. Recently Dettol has introduced new brand ‘Dettol Healthy Kitchen Gel’ (For, vessel wash) as well as extended Dettol brand. Dettol brand is established as a germs protection (Antiseptic liquid/ Soap category) that 99.9% killed germs. Dettol is now entered in kitchen clean category with the same concept where your kitchen will be healthy & protect against germs.

The TVC has been released and commenced with baseline ‘this is an experiment’ and comparison of germs killing potentiality between new Dettol & other dish washing liquid in which it is clearly shown brand VIM (Brand of Hindustan Unilever Ltd. ). After that quickly voice over comes and conveying message that new Dettol Healthy kitchen Gel which will be killing 100 times more germs.

Brand Analysis between Dettol Healthy Kitchen Gel and Vim (Hindustan Unilever Ltd.):-

The biggest weakness is proved lack of strategy. When the question comes to introduce new brand, use precise, unique & differentiate strategy rather than use your competitor’s brand. Here, Dettol is using brand Vim which is one of leading brand in kitchen dish wash category and making comparison itself that Dettol can remove germs than other dish wash liquor.

VIM brand (Soap & Gel) having core competency that includes 100 times lemon energy which makes vessel cleans & sparkling. Vim is targeting not only to household consumers but also targeting & challenging to Food restaurant/ Dhaba walas too.

                 

Whatever strategy has been used by Dettol Healthy Kitchen Gel, consumers are very well aware with brand Vim those who are being used regular. No need to show / use rival brands, because today’s consumers are aware with every brands & its result. Just need to focus on how to cover market & make loyal consumers by offering unique services.

Well saying that ‘First impression is last impression’, Dettol introduced new brand & entered into new segment, suddenly gone into controversy. Now, it becomes very difficult to establish result oriented effect in the consumer mind. Consumers are not buying anything for experiment where TVC shown ‘this is an experiment’ and bottom line mentioned ‘laboratory tested’. The only thing is important for any brand” If consumers will sustain, company/brand will sustain.”

Brand Analysis between Lifebuoy soap (Hindustan Unilever Ltd.) and Dettol antiseptic liquid:-

One controversy not finished yet, brand has taken revenge rival brand. Now, Lifebuoy soap brand has given new paper advertisement on front page in which clearly shown that ‘” It’s Proven! Lifebuoy gives better germs protection than Dettol antiseptic liquid (While bathing)”.  

This can not be a strategy; here not only brand equity but also corporate image is going to vanish/demolish. There are infinity creative ways to promote brand. Again I would like to repeat that consumers are already aware & being used both brands Lifebuoy Soap as well as Dettol antiseptic liquid brand. Both of brands are having same message to kill more germs & gives protection. Controversy will be always giving negative result.

Controversy strategy is proving that brand is not strong, not able to stay in market, not able to take challenge against rival brands.

So, make brand strong by creative/unique way, make consumers more loyal by offering various services as well as promotional offers.

“Only happy Consumers will make your brand happy”. 

Innovative & Creative Concepts introduced by Lifebuoy

‘Create innovative concept & convey your message at right time- right place and create strong brand.’ The same way ‘Lifebuoy’ has came up with awesome concept & reached successfully to million of people. The motto of antibacterial soap or hand sanitizer market is to protect your body against germs where Dettol & Lifebuoy brands are coming with various promotional campaign, both are strong as well as well-known brands in antibacterial market which is more than 95% dominating in India.

Creative concept which has been introduced by Lifebuoy: - Stamped impression on 2.5 millions Roti/Chappatis (Indian food) with message on Roti/Chappatis that “did you wash your hand with Lifebuoy?”

Maha Kumbh Mela (Holy fair) which has been organized and food offered to people by deity by way of blessing. So, there was stamping ‘did you hand your wash with Lifebuoy?’ on each rotis/Chappatis & offered to 2.5 million people.

Stamped on Rotis/Chappatis
'Did you wash your hand with Lifebuoy?'

Stamping process

People are eating food offered by deity 

Really, creative & awesome idea introduced by Lifebuoy and built much strong brand. It is not an easy thing to stamp on 2.5 million rotis/Chappatis, to find dhabbawala & stamp machine etc. I would like to appreciate & thanks to O & M agency Team who did fantastic job. It is good opportunity to cover market & building up strong brand equity against rival brand Dettol.

Such strategies as well as concept have never been used by any brand. Today, it must become basic need for any brand that they have to come with unique campaign, service, flavor, strong message, packing etc. if little bit fail, result comes in to loss market. Because, rivals are always ready to take an opportunity and brands must having strong core competency.

Lifebuoy have also been created 10 second concept which is targeting for children. 99.9% remove germs in just 10 second.

Moreover, Lifebuoy have also been introduced 2 months ago new hand-wash sanitizer i.e. known as color changing. An introduced first color changing hand-wash with smart crystal where hands is going to be dark green that means germs removed.

Advertisement Link: - http://www.youtube.com/watch?v=zAsMvgV6WnE

Brand has been used ‘Hulk’ character in TV commercial which is fighting against germs & removed. ‘Hulk’ character is taken from the Hollywood movie ‘Hulk’ & in that movie also shown Hulk as green color as well as strongest. Same as like small boy is doing fight against germs as like hulk and removed germs in 10 second.

Conclusion:-

Lifebuoy have been really execute well-planned strategy with creative concept of stamp impression on rotis/Chappatis as well as also introduced color changing hand-wash sanitizer. And, ordinarily children/small boys are preferring such color changing or kind of some related thing that can be attract & influence. Both concept & strategy can be challengable against Dettol.

Let’s see, how Dettol will give feedback…

Bournvita L'll Champ with DHA

Cadbury Bournvita has already been extended its Bournvita brand & introduced Bournvita L’ll champs with unique feature DHA almost 3 years back. Bournvita L’ll champs is specially targeting to 2 to 5 years children for their brain development. This time Bollywood actress & Kajol is being endorsed brand Bournvita L’ll champs & playing as mother role, though she is also playing mother role in her personal life.

Brand: - Bournvita L’ll Champs

Target group: - 2 to 5 years children

U.S.P. / Core Competency: - DHA (Docosahexaenoic acid) as well as an omega-3 fatty acid and macronutrients (carbohydrates, protein and fat) which help to grow & develop child’s brain.

Advertisement Link:- http://www.youtube.com/watch?v=93rKVn2-Odo

Brand Campaign & Strategy:-

5 days back, Bournvita L’ll Champ have been rolled out with new TVC & brand is being endorsed by Kajol. She is preparing & trying to remember some answers which have been asked by son. While she is giving an answer her boy, that there are infinite stars in the sky. Promptly boy replied that I already asked and now tell me mom why there are 28 days in February month? Mom thinking & replied that answer let you know tomorrow.

The purpose is that normally 2 to 5 years children are asking vary question to their parents and many time parents also not having an answer for the same. That’s why Kajol is conveying message at the end of campaign that perceptive  Mom are choosing Bournvita L’ll champ for their 2-5 years children because it has DHA for brain development , ‘thodi mehnat to aapko bhi karni padegi i.e. (you will also have to little hard work).

Strategy may be reflecting to some negative impact on mothers if their child will not consume Bournvita L’ll champ, their children brain can not develop well. Isn’t it? That means, routine food may not work well for brain development. Every mother is caring their children for their development. Children mind had been very sharp & well –developed 30 years back, they never consumed such food for brain development. Day by day, there are introducing numbers of product in market for children development and products offering various nutritional ingredients, vitamin, iron etc.

There are many ways available to promote brand where it can build up strong brand equity & trustworthiness. Yet, Bournvita L’ll champ has not been covered that much market. It is to be required well-planned strategy & generate much more awareness about DHA. Until mom does not know, what is DHA then how can they give product to their children. It will be much better if brand will do on ground promotional activity.

Let’s see how Kajol will be influencing to Mom…

Cadbury Bournvita: Badhaye Doodh Ki Shakti (Increase Milk's Energy)

Recently, Cadbury Bournvita rolled out with new campaign which is mainly focus on ‘Vitamin D & Milk’s calcium’. Almost, since 6 months brand Bournvita is trying to take position on ‘Vitamin D along with Milk’s calcium as U.S.P. where Bournvita conveying message that milk’s calcium will not be waste by using Bournvita. Because of Bournvita having ‘Vitamin D’ and children can grow easily.

Punch line: - “Badhaye Doodh ki Shakti (increase level of milk energy)”

Segment & TG market: - Energy (Nutritional) drinks, Targeting to children (5 to 14 years – Approx.)

Market Players: - Horlicks (GlaxoSmithKline), Boost (GlaxoSmithKline), Complan (Heinz India), Pediasure (Abott India)

Advertisement Link:- http://www.afaqs.com/advertising/creative_showcase/inside.html?id=39658&media=TV&type=Indian

Brief about Ad Film: - 15 days back, Bournvita has been rolled out new TVC campaign where child, mother & Doctor are playing role. Child is doing drama of illness because he wants to show & conveying something to his mom, also saying if you will be agreeing, she will be also agree. Child is saying that he is getting calcium by consuming milk which his mom believes. When Doctor is asking his opinion, he replied that milk’s calcium is going to waste without Vitamin D where Doctor is agreed with child’s opinion. Suddenly, mom is asking to Doctor that what I should have to give him. Child replied himself that ‘Bournvita’! Bournvita having Vitamin D by which milk’s calcium is not to be waste.

Branding Strategy: - Strategy execution is very simple; Bournvita is much emphasizing on ‘Vitamin D’ esp. for calcium. Such thing may be give negative impact towards brand because it is directly influence on milk. And, consumers are consuming milk since over many years & milk having calcium which makes us healthy, strong bones as well as also keep body strong. The TVC is clearly shown that child will not be getting calcium from milk if he/she will not consume Bournvita.

Even though, 6 month ago Bournvita has already been tried & released TVC where it was a question of calcium, http://www.youtube.com/watch?v=Vz3jdOoc_Po one mother asking to her friend that what are you doing for calcium? Is your child getting calcium from milk? Then she is suggests to use Bournvita, which having Vitamin D and milk’s calcium will not be waste. At that time, TVC has been gone into controversy due to showing lack/weakness of milk which million of consumers are being used in India.

However, same things is going to be repeat in new TVC, just only ad film changed but message is remain same. There are so many innovative & creative ideas where Bournvita can be promote effectively & build up strong brand equity.

It was becoming very much popular punch line of Bournvita ‘Tan Ki Shakti, Man ki Shakti Bournvita’. It gives reminisces of childhood days, children were being sang song & Bournvita became strong brand at that time against rival Boost & Complan.

If Bournvita will be releasing continuous such TVC, it may down its credibility in market that will be definitely impacting on its brand equity. And, rivals shall be covering market share.

Normally, consumers are not paying much attention towards such advertisement while buying because consumers are much aware about Bournvita as precious old brand. Also, consumers are aware about Horlicks, Complan, and Boost etc. Children are consuming too. Once children are use any brand then it becomes difficult to switch over into other brand. That’s why every nutritional drink brands are commonly focusing on fast growth of children because brands having various vitamins, iron, protein etc. Still, all brands are trying to become differentiate with each others & cover market share.

Let’s see, How Bournvita will bee getting response of Vitamin D V/s milk’s Calcium ..

Share your views ..

Hello Honey Bunny...What a Network by Idea

“You are my pumpkin pumpkin, hello Honey Bunny,

I am your dumpling dumpling, hello Honey Bunny,

Feeling something something, hello Honey Bunny”….By Idea Cellular Ltd. (Aditya Birla Group)

What an idea Sirji!!! Lovely & awesome jingle on “Honey Bunny”, funny & catchy words been used in this jingle that can easily identifying by consumers. This is really effective innovation or can say clutter breaking campaign created by Idea (Telecom Service provider brand). It is becoming now more popular. Overall, Idea’s all campaigns having various innovation, precise message & brand identity.

Network is much essential for any telecom service provider brands. Without it, brand can not take strong position in market despite of valuable scheme/offer or cheap rates. Especially, today’s consumers are easily churning from one brand to other if services are not getting at satisfactory level.

After being an introduced various 3G services, Idea has released campaign on “Network coverage” and rolled out with “Honey Bunny” concept that conveying message “whenever you go, phone will ring i.e. Kashimr to Kanyakumari, Assam, Tamil Nadu, Odisha, Kerala, Bihar, Rajasthan, Mumbai, Bengaluru, Kolkata, Punjab etc. all circles where Idea’s presence. And, it is targeting to mass people & lower class to upper-middle class, rural area, urban city, youth, working people etc. who’s having only single word “Hello Honey Bunny” on their tongue.

Idea has been executed on right time strategy because at present no ay rival brands are being emphasis on “Network coverage service”. Consumers having lots of complain against various service provider brands.  Idea can enable to take this opportunity & benefit in order to strongly establishment of network (coverage). Other rival brands Airtel (Bharti Enterprise), Vodafone, Uninor, Reliance, Tata Docomo, BSNL etc. are majorly focus on VAS service, price plan or promotional offers. That’s why Idea has good opportunity to increase its subscriber base either by addition of new or by churning from other brands.

This “Honey Bunny” campaigning done at 360 degree communication at full fledge level which includes TVC, Radio, Print media, digital Media & Outdoor media.

If we talk briefly about subscriber base, Airtel (Bharti Enterprise) is market leader at present, followed by Vodafone on 2^nd position, and then Idea, Reliance & Tata Docomo’s turn. But, overall brand Uninor is going very aggressively that increasing promptly its subscriber base by promoting purely price conscious strategy on print & outdoor media. Whereas Idea is growing steadily & slowly but Vodafone & Airtel are not being much increasing subscriber base compared to Idea & Uninor. Uninor is rolled out with much effective various pricing scheme that give benefit to consumers.

Present scenario of Competitors:-

Airtel is much focusing on youth target market by developed concept “Har Ek Friend Zaruri Hai” and taking re-position with new corporate identity.

Vodafone is much more promoting various VAS offers.

Idea is focusing now “What a Network…Idea Hai toh phone will ring (If you have an Idea, phone will ring)”… i.e. emphasize on ‘network’.

Uninor (Joint venture between Telenor & Unitech) is focusing on pricing strategy. It is always coming with innovative “talk time scheme “at alternative period.

Tata Docomo is also focusing on promotional offers as well as ‘talk time offer.

It was time before 4-5 years ago where such catchy tune had been released by Airtel & Hutch (Hutch is now Vodafone). Still, consumers can enable to identify brand by listening its tune/music. At that time, Airtel & Hutch were strongly dominating in market as well as both of having strong brand equity. Here, Idea’s jingle “Honey Bunny” is reminiscing of Airtel & Hutch tune. Even though, today also many consumers having these tunes (Airtel or Hutch) as caller tune or ring tone.

Hutch Branding (Old Tune):- http://www.youtube.com/watch?v=9ll228mfKSU

Airtel Branding (Old Tune):- http://www.youtube.com/watch?v=pOWK9tIjR5U

Idea Branding (Honey Bunny):- http://www.youtube.com/watch?v=tN6Gh4QXPqg

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

Teaser Campaign by Idea: - Initially, Idea has rolled out with 4 teaser campaign of different location where singing only about “Honey Bunny”.

 http://www.youtube.com/watch?v=bSC401dTXrs 

http://www.youtube.com/watch?v=QNwT7QsqBdM&playnext=1&list=PLJVS974JmUaFy6uKI3kj2iBtDO_IoepZg&feature=results_main

http://www.youtube.com/watch?v=Wi9Q1Nk-xGM&list=PLJVS974JmUaFy6uKI3kj2iBtDO_IoepZg&index=3

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

After execution of awesome campaign, it is very much essential that it should be give result against commitment. Because only campaign / branding can’t work. The campaign works only when consumers shall be feeling satisfaction &”Honey Bunny” i.e. no more any complain regarding network. Then off course, subscriber will raise once it gives result & consumers shall be getting confidence towards brand.

This is the only chance & right time to endorse campaign on “Network” where rivals are focusing on other features or services.

Share your views…Are you feeling Honey Bunny!!!