Royal Enfield : Brand Taste Build

Today is scenario like that there is no any existence of niche market and if any company is introducing brand in niche market, the next moment or within the few months substitute products are available in market and it is happening due to USP of products are becoming similar, however companies are trying to keep its brand differentiate from the competitors.  Though, it can say that Royal Enfield brand is the only bike in two-wheeler automobile industry which is exist in the niche market and accomplished excellent growth in spite of competition.

Brand: - Royal Enfield (Subsidiary of Eicher Motors Ltd.)

Segment: - Cruiser Bike

Target: - 20-35 Age group but those people who are cruise bike lovers, there is no any constraint of age.

Present Market Competitors: - Harely Davidson, Triumph, Bajaj Avenger, KTM, Kawasaki, Yamaha, Suzuki and Honda.

Dealership In India: - 360 + (Maharashtra, Punjab, Uttarpradesh, Tamilnadu, Karnataka, Gujarat, Haryana, Bihar, Delhi, A.P.+Telangana, West Bengal are majorly potential market. Still, there is vast opportunity & untapped market in India.

Globally Market Presence: - 50+ countries

A Well-known & leading brand amongst the cruiser bike “Royal Enfield” has achieved nearer 60% growth within the 6 years and overtook the most globally leading brand Harely Davidson which would be a most challengeable task. Royal Enfield is become now market leader in cruiser bike segment & established strong ‘brand taste’ in India.  

  

Competitive Sales Analysis & Growth

Competitive Sales(Unit) Analysis June & July - 2015

Sales Analysis & % Growth 2008 to 2015

USP of Royal Enfield (Any brand like bullet, classic 350 cc):- Sound of bike when it starts & ride… Design, features or look may be little different of Royal Enfield models but sound is majorly similar for all models. People are identifying brand from sound itself rather than other symbol or design/shape/sign.

Price is also another advantage because Royal Enfield models price are less compared to Harely Davidson bike. Harely Davidson is such a bike where it is also needed suitable road for perfect ride which is not much available in India except little market (i.e. Few Metro cities).

Moreover, cruiser bike is automatically generating energy & passion whenever you just seat on it. 

Consumers are becoming more loyal towards Royal Enfield brand because brand has built up strong ‘Brand Taste & Position’. To develop & sustain the ‘Brand Taste’ is most significant for brand growth. Consumers will enjoy the taste & feel happiness. Hence, after the brand awareness, strategy should be emphasizing on ‘Brand Taste’. 

       Strong Brand Taste = Consumers Feel the Best!!!

Hashtag Healthy , Brand / Consumers Happy

Hashtag Hamper, Keep Consumers Engager!!!

Hashtag is using more about to gather or exchange the information & group discussion rather than prospects (B2B/B2C) conversion.  However, it is influencing indirectly for prospects conversion but direct influencing to build brand awareness on social media.

Core Focus Categories globally in which Hashtag is playing vital role:-

(1) Media & Entertainment

(2) Electronics (Mainly Mobile, Tablet, Computer/Laptop, Camera & its Accessories)

(3) Food & Beverages

(4) Apparels

(5) Beauty & Personal care

(6) Books

Audience are engaging more on above mentioned all categories and especially youth are spending more time to gather & exchange various information.

Hashtag History

Based on my own research, analysis & observation, I would like to highlights Hashtag Strategy:- which will give a positive impact on the brand

(1) To Use only 1-2 Hashtag on social media (Twitter, FB, G+, Pintrest, Instagram etc.) But it must be an awfully effective.

(2)  To Create Hashtag maximum 10-15 letters only.

(3) To Keep / create strong word from the Tagline which can integrate directly to the brand if Tagline is not much longer.

(4)  To Post Hashtag on Prime time & prime day where it can get huge web-traffic on social media & related to other website. It is required to find out country wise Prime time & day according to segment/target audience.

(5) Initially to create online 5 various campaigns (Including Branding / Brand Awareness / Promotional) and sprint 4-5 days in a week along with Hashtag. Hashtag must be integrate & enable to give an impact to the campaign. 

(6) It is obliged consistently measurement & analysis of campaign & impact of Hashtag then accordingly it can make further strategic plan. 

Social Media users are doing more discussion on various subject by using ‘ #Tag’ and trying to get engage more & more number of audience. To sustain brand online, it is significant to engage more & more audience through various campaign and keep brand alive with ‘ #Tag’. 

Hashtag Click = Brand Awareness + Brand Reach,

Consumer Engage on it, Let’s make #BrandSuperHit …

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 “