Sunfeast Farmlite by ITC

Brand Sunfeast from the house of ITC, has cultivated strong brand equity in biscuit industry as well as in consumers mind. Recently, it has extended portfolio in health premium segment and launched brand ‘Sunfeast Farmlite’ on 25^th April’14 at Bengaluru Airport. Sunfeast Farmlite is targeting health conscious people and it is available in two variants Oat & Almond and Oat & Raisin.

Brand launched with on ground promotional activity and distributed 1.50 lacs free sampling with simple message “Pick Me” at Bengaluru Airport. On –ground activity is one of the best strategy where you can connect direct end-users, brand reach level very high, generate strong awareness, get prompt review & feedback, brand recalling, and interact with end-users appropriately.

Being a premium brand, launching strategy has executed on right place where target audience are certainly available and formed farm sort of atmosphere which is related to brand essence & feel.

Bengaluru Airport - On ground Activity - Brand Launch

Brand Sunfeast Health Biscuits Portfolio:- Marie light, Milky Magic, Glucose & now Farmlite

Web:- http://sunfeastworld.com/farmlite.html

Today, health conscious segment is expanding and companies are launching variety of products in food & beverages category which is related to health conscious segment as brand extension. Companies are covering untapped market & develop new market by launching products in this segment whereas consumers too willingly ready & showing acceptance level up to some extent especially in India.

In India, within the 5 years many companies have been launched health conscious related brand in food, bakery & biscuits, snacks, beverages in order to change perception of consumers as well as fulfill consumers’ demand who are health conscious & suffering from disease like diabetes, cholesterol. The real situation in India is like “Consumers are buying products in food bakery, biscuits, snacks, beverages category but level of perception towards it very low or consumers are not consider as health benefit, they are buying and consider as just ‘Taste’. Even though brands like Kellogs, McDonald are being tried to change perception by launching products morning breakfast and McDonald have been launched morning breakfast menu in India though it has not been success as expected and acceptance level is there up to some extent but considering as healthy breakfast perception level is low.  

The same way in health biscuits category brands like Britania NutriChoice, Horlicks Nutribic, Mcvities Digestive, Parle Actifit Marie Digestive and few others are being targeted to health conscious consumers whereas Sunfeast Farmlite is targeting same but it is focused on premium/upper class segment. Moreover, price of Sunfeast Farmlite INR 50 of 150gm which is bit higher than rivals. Though, Britania NutriChoice having well brand image & value. However trying to cover & establish segment market.

Brand image, value and recognition can consider only when consumer perceived value towards it. Usually people are saying I like so n so biscuits/snacks etc. because overall good taste or like to eat with Tea/coffee etc. but only few or less people will saying that I like it because I am feeling good for my health or I can work much better etc. In India, when buyers asking about glucose biscuits, first name comes Parle-G. . Why? Because consumers having perceived value towards brand & feeling result of Parle-G glucose biscuits. Brand can become strong when consumer feel it and it value will increase automatically.

All health biscuits brands having an opportunity to build brand like consumers must feel & perceive value of brand. Let’s see how Sunfeast Farmlite will change consumer’s perception…

Product acceptance level + Consumer perception level high = Strong Brand Equity 

Lenskart.com : E-commerce Trend

E-commerce Trend - Today, all sort of Electronics items & accessories, Fashion items, Watch, Footwear, Healthcare & Herbal care, Jewellery, Bags, Perfume, Sunglasses, Books, Stationery, Home & Kitchen Appliance, Sports items and many more are “Available Online” across the globe. Now, Eyeglasses, contact lenses are also available online in wide range…

Lenskart.com (parent firm Valyoo Technologies) was founded in 2010 and forayed into eyewear market. Recently, it has been introduced TVC campaign which is being endorsed by bollywood star Mr. Purab Kohli and educate about lenskart.com along with highlighting price.

Television Commercial: - https://www.youtube.com/watch?v=qVvu6xRqSS4 (Launched a year ago)

https://www.youtube.com/watch?v=1SkcR5s7g9o

https://www.youtube.com/watch?v=Ks0EUm0kV5M

Total Eyecare market in India: - INR 21000 crore appx.

Lenskart is offering unique services where same can be USP/strength of Lenskart.com. Services like:-

(1) Get an appointment through online for Eye-check up at your doorstep

(2) Try before buy: - Select up to 5 frame and get it at your door step then you can decide final.

(3) Virtual Eyewear studio: - you can try frame on your face (Few rival companies are also providing this service)

(4) Replace old eyeglass and get new pair of eyeglass

(5) Invite & Refer to your friend about Lenskart & Earn INR 1000 on 1^st purchase of your friend

For more information: - http://www.lenskart.com/our-services.html

Competitors: - http://titan.co.in/eyewear, www.deals4opticals.com/, www.shopglasses.co.in/

www.gkboptical.com, www.snapdeal.com/products/lifestyle-frames? 

And many more can include. If you will analyze details of rivals, you will not find such unique services offering by Lenskart. For, Lenskart it must be significant to fulfill services satisfactorily in order to build brand equity because ‘Service’ is itself brand image of Lenskart. Consumer can identify brand only because of satisfied services.

Another good strategy is that Lenskart has also been incorporated corporate consumer’s testimonial where consumers are belongs to top management level and they have given their review in order to get trust. http://www.lenskart.com/ (You will find review at bottom of home page)

In E-commerce, overall I did analyzed that most substantial & challengeable part is to “Convince and Convenience”. It is not easy to ‘convince’ consumers through online, therefore companies are offering various services as well as input trustworthiness elements apart from price & quality and trying to convince by eradicating risk factor. Whereas today consumers are looking for abundant ‘convenience’ apart of brand, quality & price. And, majorly consumers are buying likely (age group 18 to 35 years) various products through online. Today, E-commerce trend is growing because “Convince & Convenience” are being balanced.

Convince + Convenience = E-Commerce!

No Gas, Only Deo by Fogg...Now Envy1000

In Deodorant industry, brand Fogg from Vini Cosmetic has been over take of Axe from HUL which was pioneered brand in India since launched in 1999. In December 2013, Fogg has become new market leader with 13% market share in India. Fogg brand has been introduced in 2011 with clutter breaking concept "No Gas, only perfume” and bran has taken position in the consumer mind.

The study and research behind the concept is “to identify market gap and understand consumer psyche”, and Fogg has done the same which is being offered to consumers “Value for money”. Fogg has become leader merely in 2 years without any celebrity endorsement.

Originally, Deo is functioning to keep body refresh & gives long-lasting effect but in India major brands are being delivered message more on ‘Sex appeal & attraction’ than deo by showing vary television commercial campaign. However, consumers are deliberating well that why they are buying deo. If brands like Fogg are emphasizing more on deo & its unique features, then it may get own brand identity & brand equity. Fogg has found this market gap and forayed strategically, that’s why become market leader in 2 years with unique brand position & identity in consumers mind.

Total Deo market in India: - INR 1500 Crore + and according to market estimate that it will be reaching almost double i.e. INR 3000 Crore by 2017.

Deo Major Market Players in India (For Men & Women):- Fogg, Axe, Dove, Rexona, Wild Stone, Set wet, Nivea, Spinz, Eva, Fa, Park Avenue, Yardly, Engage, Layers, Envy 1000 and many others local brand too.

Brand Envy 1000 from Vanesa care which has been introduced with same concept like Fogg “No Gas, only Deo” and it’s been introduced with movie ‘Fukre’ in June ’13, though brand has not been abundant highlighted in the market. But, now again brand Envy1000 rolled out with new TVC campaign “No Hawabazi, Sirf Deo i.e. No Gas, only Deo” which is being endorsing Bollywood actor Mr. Irfan Khan.

Television Commercial Envy1000:- http://www.youtube.com/watch?v=KYeLMcWftUw

Poor campaign that brand is highlighting ‘sex appeal, attraction along with message ‘No Gas, only Deo’  ...Confused!!! TV commercial concept has been taken similar to Axe brand where Angel (Girl) falling down from the sky through deo fragrance (Attraction), the same concept has been implied by Envy1000 that suddenly girl falling down when brand endorser Mr. Irfan spraying deo.

Television Commercial of Axe (Same concept taken by Envy1000):- http://www.youtube.com/watch?v=WRnBHHcdHJQ

Why is it become an essential to take concept similar from the competitive brand? It can never build brand image in market by implying similar features & concept. The result goes to brand dilution instead of brand building.

To sustain in the market or to launch new brand in any market, it must an essential study & research of to identify market gap, understand consumer psyche, perception and behavior. Otherwise, rivals will lead your brand like Fogg is leading over to Axe. 

Evolution, Effect & Analysis of 'Content Marketing'

‘C’ KING…CUSTOMER and CONTENT. Till few years ago, it was saying that only customers is king but now content has also taken place as king. Though, content was playing silent role till few years ago, so companies were giving significant merely to the customers but now content is also coming into the picture and companies are considering as priority along with customers. 

Content has been evolved due to extremely & rapidly penetrated by Social Media & Smartphone across the globe. Smartphone users already been crossed 1.4 million and Social Media is only the fastest tool in which your product can reach high across the globe. Social Media & Smartphone users will be increasing, content marketing will also be effectively & strategically increasing.

Content and Social Media both are strappingly integrated with each other, digital marketing is growing only due to the content marketing. Content marketing can provide estimated result when it is being executed at RIGHT TIME & RIGHT PLACE with precise message.

They key role of Content marketing is to generate an awareness, gathering traffic & lead of your product/brand. Further action, measurement, monitor, lead management and analysis have to do by team. From the below mentioned analysis, you will must find that there is vast gap in lead management and nurturing which is the revenue generation tool through content marketing. 

   

Key Facts & Analysis for Content Marketing: - Mentioned analysis is playing vital role before & after content development, management and measurement. SEO, Social Media, Blog, Lead Generation & Management, E-mail Marketing, Marketing Automation etc. are influencing factor and connected with content marketing either directly or indirectly:

Social Media:-

1	The majority of marketers (59%) are using social media for 6 hours or more each week. (Source: Social Media Examiner)
2	96% measure number of fans and followers, 89% measure traffic, 84% measure mentions, 55% track share of voice, and 51% track sentiment. (Source: Awareness, Inc.)
3	62% of marketers said social media became more important to the marketing campaigns in the last 6 months. (State of Inbound Marketing, 2012)
4	Companies that acquired customers from Facebook: B2C is 77% and B2B is 43%. (State of Inbound Marketing, 2012)
5	Retail is the top industry that has acquired customers through Facebook. (State of Inbound Marketing, 2012)
6	80% of US social network users prefer to connect to brands through Facebook. (State of Inbound Marketing, 2012)
7	Brands have seen a 65% increase in user engagement of interactive content with the new Timeline.
8	Pinterest is retaining and engaging users as much as 2-3 times as efficiently as Twitter was at a similar time in their history. (Source RJMetrics)
9	Over 80% of pins are repins. (Source RJMetrics)
10	Daily Pinterest users have increased by more than 145% since the beginning of 2012. (Source Mashable)
11	The quality of the average new Pinterest user (as defined by their level of engagement and likelihood to remain active) is high but declining. Users who have joined in recent months are 2-3 times less active during their first month than the users that came before them. (Source RJMetrics)
12	The top interests on Pinterest in the U.S. include crafts, gifts, hobbies/leisure, interior design, and fashion designers/collections. (Source Ragan.com)
13	80% of Pinterest's users are female. (Source comScore)
14	The best time to pin during the day is between 2 and 4 PM EST. (Pinerly Study)
15	The best time to pin in the evening is between 8 PM and 1 AM EST. (Pinerly Study)
16	Shoppers referred by Pinterest are 10% more likely to make a purchase than visitors who arrive from other social networks, including Facebook and Twitter. They will also spend 10% more on average. (Source Wayfair)
17	Pins related to trending topics see an average of 94% increase in click-throughs. (Pinerly Study)

SEO:-

1	Companies that blog have 97% more inbound links. (HubSpot State of Inbound Marketing Lead Generation Report, 2010)
2	Businesses with websites of 401-1000 pages get 6x more leads than those with 51-100 pages. (HubSpot Lead Generation Lessons from 4,000 Businesses, 2011)

Blog:-

1	Blog frequency impacts customer acquisition. 92% of companies who blogged multiple times a day acquired a customer through their blog. (HubSpot State of Inbound Marketing, 2012)
2	81% of marketers rated their blog as useful or better. (HubSpot State of Inbound Marketing, 2012)
3	46% of people read blogs more than once a day. (HubSpot Science of Blogging 2010)
4	Nearly 40% of US companies use blogs for marketing purposes. (eMarketer, August 2010)

Lead Generation:-

1	Call to actions promoting ebooks get almost twice the click through rate as emails promoting webinars. (HubSpot)
2	Companies with 30 or more landing pages generate 7x more leads than those with fewer than 10. (HubSpot)
3	48% of marketers build a new landing page for each marketing campaign. (MarketingSherpa)
4	68% of B2B businesses use landing pages to garner a new sales lead for future conversion. (MarketingSherpa)
5	16% of landing pages are free of navigation bars. (MarketingSherpa)
6	48% of offers have multiple offers on them. (MarketingSherpa)
7	42% of offer-related graphics on landing pages are not clickable. (MarketingSherpa)
8	Businesses with 31 to 40 landing pages got 7 times more leads than those with only 1 to 5 landing pages. (HubSpot)
9	Those with over 40 landing pages got 12 times more leads than those with only 1 to 5 landing pages. (HubSpot)

Lead Management:-

1	50% of leads are qualified but not yet ready to buy. (Source: Gleanster Research)
2	Only 25% of leads are legitimate and should advance to sales. (Source: Gleanster Research)
3	79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance. (Source: MarketingSherpa)
4	65% of B2B marketers have not established lead nurturing. (Source: MarketingSherpa)
5	79% of B2B marketers have not established lead scoring. (Source: MarketingSherpa)
6	Lead nurturing emails get 4-10 times the response rate compared to standalone email blasts. (Source: SilverPop/DemandGen Report)

%	B2B organizations touch leads with lead nurturing on:
9	Daily basis
22	Weekly basis
34	Monthly basis
15	Qtr. basis
2	Annual basis    (Source: MarketingSherpa)

E-mail Marketing:-

1	Secrets is the most clicked lead nurturing subject line word (HubSpot)
2	Posts and Jobs are the most clicked subject line words (HubSpot)
3	Click through rate (CTR) is higher when using the recipients first name in the subject line over no use of the first name (HubSpot)
4	CTR is higher when using the recipients company name in the subject line over no company mention (HubSpot)
5	88% prefer to receive HTML emails vs. 12% who prefer plain text from companies (HubSpot)
6	65% prefer emails that contain mostly images vs. 35% who prefer mostly text (HubSpot)
7	Saturday has the highest CTR at over 9% (Sunday is second just under 9%) (HubSpot)
8	6 AM has the highest CTR of any hour (HubSpot)
9	Clicks by button text: Click Here gets the highest % of clicks over Go and Submit (HubSpot)
10	Relevant emails drive 18 times more revenue than broadcast emails. (Source: Jupiter Research)
11	Personalized emails improve click-through rates by 14%, and conversion rates by 10%. (Source: Aberdeen Group)

Marketing Automation:-

1	The adoption of marketing automation technology is expected to increase by 50% by 2015. (Source: Sirius Decisions)
2	The average sales cycle has increased 22% over the past 5 years due to more decision makers being involved in the buying process. (Source: Sirius Decisions)
3	Nearly 2/3 of B2B marketers identified engaging key decision makers as their top challenge. (Source: Forrester Research)
4	89% of marketers said email was their primary channel for lead generation. (Source: Forrester Research)

Today, companies are being adopting content marketing tools as well as hiring especially content writer who write blogs, articles, PR, E-mail marketing campaign, various landing page etc. for B2B & B2C. However, it seems that there is a gap of ROI due to lack of proper & comprehensive measurement, analysis, monitor and implementation. To get an estimated ROI result, it must require to fulfill the gap. Because content marketing is cost-effective tool  and you can reach your product & build brand image across the globe 

Today, Customer is king for Company whereas Content is also king for Customers (Because content is playing vital role to attract the customers).

‘C’ king…CUSTOMER and CONTENT!!!

Android Magic on Nokia

Android magic is swelling day by day and dominating almost 81% market share across the world at the end of year 2013. It can definitely say that one of ‘bread n butter’ for Google. Since launching of Android, it is been consecutively success in the global market. ‘Samsung’ has taken first mover advantage with Android and already been become most successfully dominating brand in mobile phone industry.  

Within 4 years, Samsung has been broken market share of brand Nokia (from 80% to 52%) in India as well as also being influenced globally by launching smartphone uninterruptedly with Android Advanced applications & features.

Espoo (Finland) brand Nokia which was dominating huge market share in India and won heart of Indian people as a ‘rough n tough’ mobile brand, built up strong brand equity as well as also rewarded as No. 1 for most trusted brand in mobile phone segment.

Almost 2 years ago, Nokia has introduced two smartphone brands in India which are being known as Nokia Asha & Nokia Lumia with Window OS. It is the only brand which is being offered Window OS. Though, Window OS yet to build brand image being a OS in smartphone. Unfortunately, consumers are not preferring & accepting Window OS in smartphone, and both smartphone brand being fallen down.

On the other side, Samsung has forayed aggressively into the smartphone market and covered abundant market share in India. Today, it is scenario that you will be assure finding 7 only Samsung brand smartphone/mobile phone in hand of Indian consumers out of total 10 smartphone/mobile phone.

But, now ‘Nokia’ has announced in Mobile World Congress 2014 which is been held in Barcelona, Spain that it will be going to introduced new smartphone in India with “Android” OS application that brand will be known as Nokia X, Nokia X+ and Nokia XL from which Nokia X will be available in India from March & others two will be in April 2014.  It has open source of Android version which is freely modify and don’t require any permission from Google.

Times of India Article : Date 26.02.14

The sturdily object of Nokia is to competing not only with Android market but also price too. All  the brands price will be remain between 7500 INR to 10000 INR. Henceforth, Nokia can recover its market share.

Here, below mentioned statistical analysis (Q3 2012 vs Q3 2013) of worldwide mobile phone, smartphone and Operating system are being used:

Analysis is evidently showing that how Nokia brand market share been down, whereas how Samsung is eventually growing with steadily.

Now, again it can become threaten for brand Samsung because Nokia will also be foraying into Android in upcoming month with competitive price in order to recover its market share, brand equity, brand recalling  and brand identity. Because, it was precious time when consumers was speaking about only Nokia but Samsung has evolved not only the entire market scenario but also churned the consumers psyche where consumers are more discussing about vary Samsung models.

Again, Nokia has taken an opportunity and will be back with Android. It can enable to influence entire market if execute with concrete strategy. Because Samsung is introducing aggressively as well as with an effective strategy/campaigning.

It’s Android Magic… 

Tab banking by ICICI bank

Internet and mobile phone especially Tablet & Smartphone have rehabilitated scenario across the world. The word “Digital” is coming into the doorstep picture amongst the all major media like Print, Electronic and OOH. Stuffs are becoming more digitalize, with advance landscapes and convenient for end-users. Today, companies have started to spend almost 20 to 25% budget on digital marketing out of total marketing & advertising budget. Significantly, there are two objects for spending on digital medium: (1) Creating an awareness effectively & conveying the message rapidly & easily to your target audience (2) Abundant economical medium.

Focused as well as Top medium in Digital marketing 2013 onwards (For all major industries including Service): - Social media, Blogs, SEO & Content marketing, Mobile marketing and E-mail Marketing.

Like other industries, Financial & Banking services are also significantly emphasize on digital marketing. All major banking (including private & public sector) transactions are available through “Net banking & Mobile banking” and simultaneously consumers are also being used the same facilities for their convenience. Competition is growing rapidly in order to gain/acquire more consumers because all banks are offering almost similar services (including Net & mobile services) in market. However, ICICI bank has been found gap between bank service & consumers, and initiated an innovative and convenient service for consumers which service is known as “Tab banking service” in India.

Total Bank in India: - 84 Appx. (Including Public Sector, Private Sector & Foreign bank)

Amongst the 84 bank, ICICI is the only banks in India which has initiated “Tab banking service” and it is available in 29 cities of India with 9000 Appx. ICICI Tablet.

Tab banking service: - To open “Saving Account” within a day. ICICI bank executive will visit at your doorstep. And, executive will be taking your photo & picture of document through tablet phone, then immediately will get text message on your phone as a part of confirmation.

Core Advantage to consumers: - (1) Save the important time in any busy schedule or occasion time. (2) Opening account within a day (3) Avoid mismatch between physical documents & account form.

The campaign is released with 360 degree marketing and communication including TVC, Print (Newspaper), OOH and digital media. As a brand promise, this Tab banking service is being endorsed by Mr. Amitabh Bachchan (Big B of Bollywood). ICICI bank Tagline is itself promising “Khayal Apka (Taking care)” which is being rewarded.

Television commercial:- http://www.youtube.com/watch?v=gXX7UeIXTV0 

Brand is delivering same which has been promised to consumers. Though, ICICI bank has also been won the reward for being an initiated innovative services in banking industry.

Various Rewards won by ICICI Bank:-

Source : Wikipedia

It is most significant to find the gap between consumers & product/service and understand consumers psyche. Today, consumers are more looking towards “convenience” along with price & quality of product/service. He/she will not be preferring those stuff in which they are feeling uncomfortable or inconvenience despite of good quality & best price.

Market share can capture only when you understand your consumers or customers and deliver the same with strategically. Today, ICICI bank has initiated an innovative service, later on it may chance to be initiated same service by rival banks. To sustain in competitive market, it must become an essential to introduce something new, innovative or niche as per consumers demand & their convenience.

Keep the brand continue ‘Niche’ + deliver the brand promise = Gain consumers/customers & build up strong brand identity as well as brand equity. 

Big Bazaar - 3 days

Price game for 3 days…Big Bazaar and Reliance Fresh/Reliance Mart (Retail - Hyper market players) has released “Squeeze Money” campaign for 3 days & 2 days respectively and celebrating 26^th Jan.’14 Republic day of India. Since launching of Big Bazaar in India 2001, the aim is been remained same “Offering lower price with quality & branded items” and Big Bazaar has already been delivered brand promise, still it is being sustained its brand campaign through-out the year.

In this competitive scenario, it is copious difficult to sustain successfully brand image, brand recognition, brand identity, brand recall and brand equity. Today, consumers/customers are looking for not only price but also considering quality as well as convenience. And, Big Bazaar is providing all stuff along with maintain its brand equity & increasing brand loyalty.

Big Bazaar Presence: - 90 cities and 214 appx. Store in India.

Brand Campaign and Analysis:-

Big Bazaar has released campaign across India with 360 degree communication strategy in which covered mainly TV, Print, OOH and digital media. Overall campaign is delivering message that to get price benefit and squeeze it in 3 days because Indian people are known value of money. Henceforth campaign is highlighting “Sabse Saste 3 din i.e. (3 days plentiful inexpensive)”.

Television Commercial:- http://www.youtube.com/watch?v=JejoF_a465w

TVC is shown with different elements and how the characters (Mother with milk, Grandmother with cold drink, children with toothpaste) are squeezing everything, at the end of commercial, voiceover is conveying message “Sabse Saste 3 din i.e. (3 days plentiful inexpensive)”. Prior in 2010 to 2012, the campaign was releasing consecutively for 5 days plentiful inexpensive.

These 3 days scheme will also be applicable on Big Bazaar franchisee across 26 cities of India.

Log on:- http://bigbazaardirect.com/

Whereas, rival brand Reliance hypermart has released similar campaign for 2 days which is covered only print media (Newspaper).

Reliance

Overall, Consumers are getting benefits in terms of “value for money” and sales volume as well as ROI is increasing for company. Whenever any festive/occasion season is happening in India, definitely seeming promotional strategy in especially FMCG, household, consumer durable and apparels  market. 

It can be say that Festive season = Promotional Strategy season (Mainly focusing price & discount strategy).

It must be retain ratio between “Brand Promise & Brand Delivery”. Strategy will be success only when “Brand Promise and Brand Delivery” will be sustain.