Mentos : "Dimag Ki Batti Jalade" (Lights on the brain) - Brand Personality

It is needed to change the brand personality across the Mint based candy market in India because candy buying pattern is much difference by different age group of consumers.

Key Highlights of Mint based Candy Buying Pattern & Consumption:  

Mainly any Candies, Peppermint or Chocolates are consuming during the relaxation, fun, celebration & Gossip.

(1) Adult (including corporate people) consumption ratio is more than children. Moreover Children are likely to prefer peppermint (Flavor based candy) or chocolate rather than mint candy.

(2) Consumers (Adult & Children) are not much brand loyal in Mint candy except ‘Chlor-Mint & Halls’. Those adult consumers who are chain smokers; they are willingly buying with brand name & using Mint Candy as a mouth freshener.

(3) Consumers are also ready to buy effortlessly substitute Mint candy if desire brand is not available.

(4) Duration & Place where Mint Candy is being used by Adult, corporate people & Family:-

For Adult 18-24:- (i) Every time After Smoke (ii) During the college either in canteen or gossip in garden/class

For Corporate People Age 25+:- (i) Every time after smoke, (ii) Gossip in group  after lunch & during the evening period – Marketing /Field person  (iii) In night between 10.00 pm to 11.30 pm both age group 18-24 & 25+.

For Family: - (i) During the Picnic & Travel Journey – widely using Polo, Mentos, Halls, Mint-O, Chlor Mint.

(5) All sorts of candies are being used by retailers during the change in money

This research & analysis is evidently showing that there is no any precise segment / target market, brand personality & product positioning despite of existence of Mint candy market. Consumer buying behavior & pattern is varying for each segment Adult, Corporate people & Family/Children. Hence, brand communication strategy should be accordingly during the campaigning.

Recently, Mentos has launched new TVC featuring with #FarakPadega (Do it care) and communicating message - Bigger, Softer & Better. Being a consumer perception, this message is self-explanatory that earlier Mentos was harder, smaller & not better. Though TV commercial is funny but it is impacting on brand personality due to lack of proper brand communication and it seems like re-launch Mentos when Voice over communicating message.

TVC Of Mentos:- https://www.youtube.com/watch?v=By0S8NpLPH4

https://www.youtube.com/watch?v=h-aRZ_BPA7k

https://www.youtube.com/watch?v=oh8-PifcIUQ

‘Word’ is extremely powerful tool in order to build strong brand personality and it can enable to change the consumers’ psyche & perception level. Consumer are remember such type of products by funny words / jingle / tagline and especially, for a longer period children are frequently remembering such categories of brand from the words or jingle only rather than any symbol or sign. Hence, need to well-plan of “Word of Mouth Communication Strategy.    

Develop ‘Word’ Sustainability, Build Strong Brand Personality…

Sanitary Pad Market : Untapped Market

Accomplish the Untapped market Journey

Build Brand Strongly…

There is huge untapped sanitary pad market in India. Even though, the urban market is partially covered by brands like Whisper & Stayfree. The entire sanitary pad market scenario is articulating that there is a vast opportunity in urban & rural market.

Recently, new rival is forayed & brand known as “Pro-Ease” which is being endorsed by Priyanka Chopara and simply conveying message to use sanitary pad with common features which is the same offering by rivals. Brand Sofy is struggling extensively in order to gain more consumers but it could not much success in the market. Overall market players are increasing but yet too much success in consumer coverage due to lack influencing communication strategy, high reach & higher price. Hence, it should be required to change the brand & communication strategy.

The most challengeable part is:

(1) High reach & create in-depth awareness (Rural & Urban Market), convert them into hygiene pad from normal cloth.

(2) Offer Very Economy Price. Due to higher price, women cannot afford to buy hygiene pad except women from high-group of income.

Source : NIIR

This graph is highlighting the region wise sanitary pad consumption across India where it can develop precise penetration strategy in rural & urban market. Graph is showing clearly that Eastern zone is lowest sanitary pad consumption in India. And, rest of the zones has also not achieved high growth expected performance.

I would like to highlight few strategic key points on which I have done some research & analysis. Assure that can enable to build strong brand identity as well as easily can cover untapped market because there is an enormous opportunity in the sanitary pad segment.

To develop influential on-ground promotional social campaign that should be featuring:

a)   Various programs with proper guidance of pad usage with features & benefit during the menstrual cycle. (From Day 1 to Day 5, how many times require to change the pad in a day during at home, office or travelling etc.)

b)    To change the perception from normal cloth to hygiene pad

c)    Very economy price which can be affordable 

d)   Highlighting wide range of pads which is relating to different age group. Because, women are not properly aware or do not know that which type & size of pad actually they are having required.

There is no doubt that conceptually Whisper, Stayfree TVC campaigns are always good with the strong punch line & viewers are well-aware with the brand. However, so far TVC has shown campaign only for Teenage, pad for Night sleep & consistently try to urge women for using pad which is giving confidence & empower effect during the period.

So, mentioned above points can be considered as a “Core Competency” & Communication strategy should be highlighting all the essential features & its advantage. Campaign works better if it is created for different age group.

Hence, entire strategy should be towards significant of hygiene pad in different age group & in different situation of menstrual cycle.

Market Penetration Potentiality; Build Strong Brand Equity…

Frooti : The Frooti Life

Mango Soft Drink Market Movement, Competition with Brand Revamp

 Must be Transform Summer Strategy into Brand Enhancement… 

RE-BRANDING is not a right solution to gain market share & market coverage in spite of already strong brand identity & brand equity across the market. Mango based Juice brands Frooti (From Parle Agro) have done revamp on this summer season.

Key Market Players (Mango based soft drink):- 

Frooti (From Parle Agro),

Slice  and Tropicana Slice (From PepsiCo) &

Maaza (From Coca Cola).

Total Estimated Mango based soft drink market in India:- INR 3500 Crore in 2014 (Source: Livemint) which is growing 8% yearly.

Brand Revamped Strategy:

Frooti:- Started brand journey from “Mango Frooti, Fresh and juicy”  and now after 30 years, Frooti has roped out with new logo with changing the font, shape, color, packaging design & new tagline “The Frooti Life”.

Brand Revamp Impact:

Many brands have already been revamped in 5 years across the globe & it gives feeling like brand revamp scenario is thriving in order to make it strong despite of already being a strong in existing market.  To change the brand identity is not an easy task & after have been changed, numerous factors can be give a vary impact on brand.

Similarly, 30 years old brand Frooti is rolled out with re-branding which was being well-known as Fresh N Juicy - mango Frooti as well as was also giving the brand taste towards consumers. Observing the Frooti New logo & communication strategy “The Frooti Life” is exceedingly disappointing. Bold font is seems ok but the font style & given a space between each “FROOTI” letter is showing like Sports effect as well as feel like disappear the mango feeling.

 Though, Frooti is very old brand & well-aware in Indian market so it does not give that much influence on sales but majorly consumers (Frooti lovers) may be expressing dissatisfaction when they are looking new packaging & logo. I feel that the Communication strategy “The Frooti life” is diminishing the brand personality as compared to old tagline “Mango Frooti, Fresh n Juicy” because the old tagline had implied that Frooti was a substitute of Mango extract.  

Summer period is very crucial for Mango / by products of mango market in India. So it should be never think to change about brand identity / brand revamp strategy if the brand is already been well-established in market and must be emphasize more on strategically brand enhancement in order to gain maximum market & consumers  satisfaction.

  

Always strategically emphasize on “Brand Enhancement rather than Brand Revamp”!!!

Packaging Strategy + Brand Mileage = Coca Cola 'Contour Bottle' Journey

1915 to 2015 - 100 years TASTY journey = Consumers Feel Always Happy

A unique identity of bottle has been created in 1915 which is now celebrating 100 years globally and it is known as “Contour Bottle” by Coca Cola. Coca Cola is the first company as well as brand in the world which is celebrating 100 years of packaging. Ordinarily, companies are celebrating “Brand (Product) or corporate brand (company name)” anniversary but Coca Cola is the only company in the world which is celebrating packaging anniversary.

TVC Campaign:-

https://www.youtube.com/watch?v=6Y1YfhR5jws  (Tale of Contour) – TVC 60 Sec.

https://www.youtube.com/watch?v=O8T2-utSn3Q  (Nobody like you) – TVC 1.38 Sec.

https://www.youtube.com/watch?v=uoCMW8XcSYY  (100 years bottle) – TVC 30 Sec.

https://www.youtube.com/watch?v=-ucILavP8hY  (Balloons) – TVC 30 Sec.

Very intensely each & every campaign has executed by Coca Cola in which it is emphasized more on music stroke rather than voice over. Fascinatingly, campaign is conveying message of brand attributes of contour bottle as a core competency apart from Coca Cola brand, and also expressing the “ACCEPTANCE” of packaging by various ways globally due to the consistency of package feeling & coca cola font style remain same since 100 years.  Because, majorly it is happening that companies are frequently made change in their brand packaging/logo, so it may becoming difficult to identify or remember that packaging or logo.

As I have been observed in various market that except the kids today consumers are much trying to remember or identify brand by name rather than packaging, logo or celebrity whereas kids are easily enable to identify the brand by remembering logo or celebrity. The competitive trend is showing that if any company is forayed into market with new packaging or new logo, mostly consumers are either discussing & reviewing about it, then forget it because consumers are more concerned about brand name & its result which they have desiring, Moreover, such things are happening only due to relentlessly change in packaging identity & brand proposition.

Here, I have mentioned the evolution of packaging & brand identity graph of Coca Cola V/s Pepsi:

Packaging is as significant as brand name which can influence on consumer to make brand loyal. If brand packaging consistently remain same till longer period likewise Coca Cola, it can be unique, loyal & memorable brand forever.

Consistent same Packaging Strategy = Strong Brand Mileage & Memorable Brand + Consumers Happy Journey!!! 

Coca Cola - Open Happiness

Always campaign purpose should be “to REACH the consumer’s heart & mind and transform its RESULTS into acceptance which reminisce the brand”. Likewise, world’s leading soft drink brand Coca Cola has been executed an innovative approach in order to reach the direct consumers & make them happy. The core competency of Coca Cola is that since launching the tagline “Open happiness”, brand is consistently sustaining & preserving the message in each & every campaign universally.

Brand can become much sturdy & consumers can become more loyal when you are identifying the consumers need & accomplish it on right time. Likewise, Coca cola has been introduced innovative campaign “Wish upon a Coke” at Dubai International Airport by offering a Coca Cola bottle to those people who are having excess baggage during the returning home. The aim is that people who are unable to carry many gifts/presents for their family/Friends etc due to excess baggage, Coca Cola promoters are offering them a bottle and allowing them 5 kg happiness against excess baggage. Moreover, it has also created a special label on bottle as an excess baggage tag.

https://www.youtube.com/watch?v=6s5r-GHU0BU  (Wish upon a Coke – Jan.15)

Coca Cola has been identified the market gap, consumers need and right place for brand activation, as it is saying that Dubai International Airport is one of the busiest airport & easily getting target audience. This campaign is delivering rightly brand promise towards the consumers because it can feel visibly when people are receiving bottle; they feel happy with smiley expression which has desired by Coca Cola.

This Campaign hashtag #WishUponACoke could not be much influence in context of message. Hashtag should be short, precise & catchy which can easily connect with the brand. I would like to suggest some hashtag which supposed to be connect flawlessly: 

(1) #HappyTIme

(2) #WelcomeWish

(3) #CrazyNHappy

(4) #CrazyWithCoke

(5) #CrazyConnection

(6) #TasteOfHappiness

However, Coca Cola has well-approached with consumers directly who are from various countries & make them feel happy. This campaign is showing “Strength” to Sustain” in market by identifying gap between market & consumers.

“Impact of Consumers Happiness & Satisfaction = Positive Impact on Brand “

Kite Festival = Connect Brand with Consumers

Brief of Makar Sankranti (Kite festival):-

Makara Sankranti is a major harvest festival celebrated in various parts of India. The movement of the Sun from one zodiac sign into another is called Sankranti and as the Sun moves into the Capricorn zodiac known as Makara in Sanskrit, this occasion is named as Makara Sankranti in the Indian context. Scientifically, this day marks the beginning of warmer and longer days compared to the nights. In other words, Sankranti marks the termination of winter season and beginning of a new harvest or spring season. (Source: Wikipedia). However, it is also known by different name in few states of India.

Key Highlights of Kite Festival:-

(1) Kite making is pegged as a INR 1200 crore industry in India, according to Assocham 

(2)  It employees over 70,000 artisans and seasonal workers
(3) Kite Manufacturing Hub: - Bareilly, Jaipur, Kolkata, Jodhpur, Ahmedabad and Lucknow are among the major kite-making hubs. 

(4) Kite Flying Hub: Gujarat, Uttar Pradesh, Madhya Pradesh, Punjab and Rajasthan are considered to be the major states for extensive kite flying. Though, Gujarat is amongst the most exciting & dominating hub for kite festival across the country.

(5) Celebration Time: - 14^th & 15^th Jan. every year.

Key String Market Players: - Sankal / Mahasankal 8 (Chain 8), AK 56, Agni, Panda, Griffan, Challenge, Agni. Chinese string has already been forayed in Indian market. Govt. has banned on Chinese string despite of it is available at many places & consumers are buying Chinese string because of lowest price.

String Brands

Identify the Right Strategic Time:-

Kite festival is one of the most stimulating & significant festival, and Gujarat is one of the leading state in kite festival where people are extensively celebrating two days (14^th & 15^th Jan.) Moreover, every year International Kite Festival is also being organized in Ahmedabad (Gujarat) in which 150+ participants are coming from various countries.  If you are planning to foray into Gujarat cities like Ahmedabad, Baroda (Vadodara), Surat, Rajkot, Bhavnagar, Kite festival is right time for branding/rebranding new product launch/re-launch, campaigning etc.

There is an immense opportunity to launch new product in Gujarat which is related to kite festival & can develop seasonal market segment. I would like to share latest paradigm in which how Chinese market has been forayed strategically in Indian market with array of kites, lanterns (also called as Tukkal) apart from string. Personally I have visited in Ahmedabad kite market where people are keenly expressing their interest much on buying of lanterns along with kites, as well as also observed that the ratio of buying lanterns is higher than kites. The significant reason is “price”. There is being hiked in price of kites consistently every year due to certain reasons hence consumers are deflect into Chinese kites which is offering lowest price with better design as well as exciting to buy lanterns. Moreover, consumers have also been decided to spend at least 25-35% on Chinese lanterns out of total kite budget.

In kite festival, there is also massive demand of various sorts of sweet stuff, adhesive tape (First Aid), gum roll, sunglasses, kites with different celebrity images and varieties of special hat which are having numerous local brands available in exceedingly competitive price.

2^nd week of January is crucial time in Gujarat as well as especially in Ahmedabad because:-

(1)  Every year there is also being organized “Vibrant Gujarat- Global Summit” at Gandhinagar-Ahmedabad (Summit for Global Investor) - http://www.vibrantgujarat.com/

(2) International Kite Festival 10^th to 13^th Jan. every year

(3) Carnival & flower show in Ahmedabad

(4) 14^th & 15^th celebrating Kite festival not only in Ahmedabad but also in entire Gujarat.

Create an effective or influensive campaign by prominence the strong content (Punchline) which enables to connect directly in consumers mind. Campaign launching & executing strategy should be on OOH and On- Ground Promotional Activity in order to get an effective result.

Create Campaign + Create Brand = Connect Consumers on Right Time…

Christmas Communication ..Let's Fly

Festive Reason, Promotional Offer Season:-

Indian Airline Brand Players:- 

Brand	Commenced	Domestic Destination Coverage
Indigo	2006	32
Jet Airways	1993	47
Spice Jet	2005	39
Air India	1932	67
GoAir	2005	22
AirCosta	2013	9
Air Asia	2013	7

Special Fare Christmas Offer by brand GoAir:-

Offer Launched on: - 21^st Dec. ’14, Launched by print advertisement campaign as well as press release across India.

Flight Booking Offer Period: - 21^st Dec. to 25^th Dec.’14

Travel Period: - 1^st Jan. to 31^st March ‘15

Target: - To sales 1.7 million air tickets across the GoAir domestic destinations.  Bottom of Form

GoAir Christmas Campaign Impact:-

 ü  From 21^st to 23^rd sever crash totally & website inaccessible, or hardly open the website, open page very slow due to server problem.

 ü  Offer is not showing for any destination either on GoAir website or on Travel portal which has announced.

 ü  Offer Showing as ‘Sold out’ for any sector & any travel period from Jan. to March ‘15

 ü  Consumers are  being highly dissatisfied

 ü  Countless sorts of negative comments on major news sites

    üBrand becomes vain to fulfill the commitment

Print Advertisement 

Personally, I have visited GoAir website but unfortunately not found any offer which has announced and website could not open consistently three days for few hours. Moreover, it could run very slow when it open for a while and after sometime again could not worked. I have tried to get this offer by many different destinations, even though also changing different dates in Jan. Feb. & March ‘15 but showing everywhere “Sold out” as well as also approached directly customer care executive and got the same feedback from executive.

Today on 25^th Dec. GoAir has released new print advertisement (Newspaper) by conveying message to get the offer as it is last day. Again I have checked today whether it is available or not but till today result showing futile to fulfill the commitment.

Indian Ariline Brands Market Analysis

There are always chances to get huge crowd of target consumers in any Promotional strategy because consumers are getting multiple benefits in promotional offer, always waiting for offer during the festive season and willingly visiting those places in regular interval.

Promotional strategy aim is to product sales & revenue generation, hence the brand is exceedingly connected with target consumers during execution of promotional strategy. Consumer’s excitement & expectation is very high compared to ordinary campaign in order to get that offer benefits. Festive season is considering as pick period where thousands + consumers are referring & connecting thousands + brand. Hence it is an essential to make well strategic plan where consumers can feel satisfaction with pre & post sale services. If consumers are not getting committed offer by company, result comes into extremely dissatisfaction because during that time consumers psychological thinking process is working petite different. And, it gives negative impact on brand image which is being considered one of the trustable brand.

Brand can become trustworthy only when brand is utterly fulfill its commitment towards the consumers. Promotional strategy is abundant associate with ‘Brand Promise’ which must be accomplish in order to build strong brand identity & sustain your consumers brand loyal. 

And, all sorts of online shopping brands are necessitating to deliver brand promise which are offering to buy online. GoAir has launched good competitive offer of special fare for all its destination but unfortunately it could not delivered very well which have been decided and its impacting negatively on brand image. Overall few airline brands are already being suffered enormous problem to survive in the market.

Word of mouth communication is one of the best strategic tool to reach your brand high if it is delivering positively. Though, we can add as a new strategic tool “Word of Social Media Communication” along with Word of mouth communication because it is playing vital role silently by spreading message local but it reach globally.

Brand Promise + Offer Promotional + Brand Deliverable = Let’s Make Consumers Happier!!!

Convey Christmas Communication = Let’s Connect & Transform into Consumers Satisfaction!!!