CSR Market & Brand Trend

Value of CSR = Value of Trust, and it worth’s only when fulfill the commitment 100%. In CSR, Brand is integrating with Society where the actual purpose is towards contribution for society. Looking into the current market trend, it seems growth in CSR and after digital marketing, nowadays many other medium/large size of companies are spending fix% on CSR out of total mktg. budget.     

Various CSR campaign commercial:

https://www.youtube.com/watch?v=SttFYufPKws  : Samsung Technical School – A CSR Initiative - We care for the girl child

https://www.youtube.com/watch?v=vBAqly7WGWs :  All Out #StandByToughMoms

https://www.youtube.com/watch?v=rrvri63PnrQ  : Bournvita Exam Time Sale

https://www.youtube.com/watch?v=Qg7woUlXr1c : Your second home | Join hands for the cause of women suffering from Postpartum Depression

CSR assist to increase the trust towards brand & corporate identity, as well also create an indirect awareness in untapped market too. Nowadays CSR is highly engaged & integrated with social media by creating Hashtag trend where brand gets prompt review/feedback/comments about the campaign. Moreover, the core significant of CSR is that it is creating an opportunity to connect with direct consumers, easily convey precise message and understand the suggestions/demand from existing or new customers. Brand value can also identify based on CSR execution & effectiveness regarding brand trust & loyalty.      

Source - Livemint.com (Click to enlarge image)

Mainly brands have been taken initiative on healthcare, rural development, environment & education category which can be considered core part amongst the categories. 

Any CSR campaign will provide the valuable results only either ‘strong relevance between brand & CSR category like  Lifebuoy, Stayfree, Fevicol  CSR campaign etc. ‘ or ‘must have to create conceptual campaign like Tata Tea Jaagore.com , Google Reunion etc  were an effective & interesting campaign despite of there is not any relevance between brand & CSR category.

After ‘Word of mouth communication, CSR is one of the strongest medium for brand re-call because brand re-call is not just simply remember/identify  the brand but in addition to its more relevance about loyalty, faith, sustainability & eternal impact across the market. Likewise Digital marketing, today, CSR is became an essential part for the company/brand across the industry in order to sustain brand loyalty in the market.

            
            ‘Rise Committed CSR = Arise Brand Value ‘

Pretty24 by Vini -

After  the brand Fogg Deo, another Conceptual Clutter breaking brand ‘Pretty24’ launched by Vini Cosmetics , into a Fairness cream segment against rival brands like Fair & lovely, Naturally fair, Garnier, Lotus, Fairever Fairness, Ponds and many others.

In a very short span, Vini Cosmetic has established No.1 brand known as ‘Fogg’ amongst the deo market which is willingly being accepted by consumers, and the success strategy behind it only concept of ‘No Gas’ which has executed aggressively  and obtain the position as a market leader. Likewise, recently launched another brand ‘Pretty24’ fairness cream with clutter breaking concept of ‘cream for all skin tones’ which is influencing like awake & aware about the perceptions towards fairness, its conveying message that change your thoughts rather than skin color.

TVC:  https://www.youtube.com/watch?v=xuySb5dZIkw

0.36 sec. TVC campaign is recalling the entire trend & perception about fairness in just 4 steps which has been created by marketers since a decade ago. The 4 female having different skin tones & presenting the belief about fairness like: 

(1) Fairness is beautiness

(2) Created expectation by marketer that fairness is possible

(3) Every moment made realize that fair skin only measured as success

(4) Truth is that never informed that Skin color can never be changed 

Brand is aggressively trying to eradicate the concept of before/after 7 days/14 days skin fairness challenge i.e. indirectly affecting on fair & lovely brand & efforts to set a new market trend that cream can apply for all kind of skin tones& feel the confidence on your fairness.  Pretty24 is works like as an ‘outline’ which is adding hidden value.  

The entire TVC campaign is conveying precise communication which can not only influencing but it is more concerning the facts towards fairness.  Pretty24 is certainly can give impact on rival brands, and in addition to on fairness soap brands & relevant to entire segment. Though, the success ratio is depending on the result after applying by consumers. This can be considered as another trend setter example in the market which has created space/opportunity & can be market leader in fairness segment if successfully accepting by consumers likewise Fogg.

Such innovative concept must be needed to smash the competitive market & can highlight the new launch on unique way. It is most challengeable task to set a new trend as well as change the perception of consumers where execution of communication strategy must be on aggressive form.

Conceptual Communication, Sustain Brand Recognition! 

140 characters with Twitter

14 Points X 10 times: Power of 140 Characters

(1) Easy communication & convey message to mass globally.

(2) Building strong categorize engaging community network.

(3) Relevant subjectively group discussion/chat with experts guest.

(4) Easy & quick Share/ gather precise information.

(5) Highlight URL, Punch line/Tagline/Campaign, influence of Hashtag and getting infinite RT.

(6) Contest Trend growing well where brand engaging ratio stronger.

(7) Huge online market gap which can cover globally.

(8) Quick brand awareness, audience feedback & make decision.

(9) 140 characters playing role like news Headline where audience can visit in-depth only if interest. Hence, easy to convey message which you want to highlight only.

(10) Various group community member are enjoying diff. chats, engage & connect in 140 characters

(11) Fast customer services taking into action, register your complain/queries etc. directly to the respective brands.

(12) Professionally is very supportive because core part/USP of twitter itself is 140 characters where there is always challenge & force to create an engaging content.

(13) Creating trend on various theme based campaign with #Tag like CSR, Festive, sales/promotional etc.

(14) Ultimately, It can create remarkable brand identity globally.

If these 14 points can bring your brand effectively in consumers mind, then it doesn’t need to increase the limits from 140 to 280 characters. It would be better to continue with 140 because audience may disappoint if increase the characters limit which can impact on brad image.

140 Characters = According to current market trend: Combination of Brands, Customers & Digital Marketers/Bloggers 

Feminine Hygiene Market: Sanitary Pads/Tampons

Market penetration & Consumptions of Sanitary pad/ Tampon/Cap is seems like null in India, not only the despite of awareness but also due to certain specific factors like price. In Recent, Sofy has launched TVC campaign of Sofy Tampons which is educating about how to use & advantage Tampons during period.

Soft Tampons TVC:

https://www.youtube.com/watch?v=1sLoU1rG_aY

https://www.youtube.com/watch?v=baZivnRwPK8

Tampons Brands available in India Online/Offline: Sofy, Bella, OB, Tampax, Masmi, Playtex etc.

To launch Tampon TV campaign is taken excellent initiative because it is challengeable task to represent the complete communication by methodically in India.  It would be get productive results if further represent the same communication on ground level as a strategic part. Because of there are lesser women having knowledge about usage tampons as compared to sanitary pads in India.

Indian Market till 2015

Core features where Consumers are looking for:

(1) Quality of cotton cloth

(2) Absorption level in high/low flow

(3) Safety in terms of rashes/fungal/ odor etc. or any other infections

(4) Convenience & Comfortable in terms of leakage, dry etc. during outside working hours

Core Challenge for Marketers:

(1) High Cost

(2) Level of acceptance is lower across the urban/rural market despite of awareness

(3) Lower market penetration due to social aspect

(4) To change the perception level from normal cloth to hygiene pad/tampons/cup for those who can afford but not using.   

Strategy Execution to increase penetration & consumption:

(1) Integrate with CSR + BTL activity where it can get maximum coverage at ground level and solve the queries/problem immediate. Brands cannot get expected results by launching various 30 or 40 second TV advt. /OOH campaign for this product category because it is extremely connected with direct consumers. 

(2) Educate properly like Day wise usage, how many times/within hours should change the pad, which type of pad should use age group wise/ in high or low flow etc.

(3) To be increased the confidence level of women which can change the perception

(4) Cost must be affordable in order to increase the penetration & consumption because of many of few Indian market is covered by NGOs, Social workers & local brand in rural/urban area where are offering qualitative sanitary pad in economical price as well as creating awareness to women about usage of pad.

Awareness + Educate can give Productive Customer experience + satisfaction …

Brands, Competition & Consumers

Most of the brands are consistently showing its features or coming up with innovative features/services to sustain in competitive market and keep efforts to ‘Connect’ with consumers. 

The most interesting fact is that:

(1) How consumers are accepting the brands

(2) Stay with brand loyal &

(3) How rapidly switch over into other rivals/substitute brands.  

Category wise Brands are Targeting Upper/Middle/Lower class Customers but utmost engaged, influential & competitive throughout the year in India: 

(1) Social Media: - Facebook, Twitter, LinkedIn, Instagram, Pinterest (Direct or Indirect Competition)

(2) Baby Care: - Dove Baby care (Recently Forayed in mkt), Johnson n Johnson Baby care

(3) Confectionery: - Kinder Joy, Cadbury Dairy milk Lickables (Recently launched)

(4) Noodles: - Maggi, Yippee, Patanjali, Knorr Soupy Noodles, Ching’s Secret

(5) Toothpaste: - Colgate, Patanjali, Sensodyne, Pepsodent, Dabur

(6) Deodorant: - Fogg, Axe, Wildstone, Park Avenue, Nivea, Set Wet

(7) Beverages (Cold Drink):- Coca Cola, Pepsi

(8) Biscuits: - Patanjali, Parle, Sunfeast, Britania, Priyagold, Cadbury

(9) Detergent Powder: - Ariel, Surf Excel, Tide, Ghadi, Nirma, Wheel, Rin, Fena, Henko

(10) Sanitary Napkin: - Whisper, Sofy, Stay-free, Pro-Ease, Paree

(11) Burger: - McDonald, Burger king, Sub way, KFC

(12) Pizza: - Domino’s, Pizza Hutt, U.S. Pizza, Papa Johns

(13) Ice Cream: - Vadilal, Havmor, Amul, Kwality Walls

(14) Coffee outlet:- Barista, Café Coffee Day, Starbucks, Brewberrys Café

(15) Online Travel Portal: - Makemytrip, Cleartrip, Goibibo, Via.com, Easemytrip, Ezeego

(16) Online Shopping: - Amazon, Flipkart, Paytm

(17) Mosquito Repellents: - GoodKnight, Allout, Mortein, Odomos

(18) Anti-Bacterial Soap: - Lifebuoy, Dettol, Savlon

(19) Shampoo: - L'Oreal Paris, Dove, Pantene, SunSilk, Clinic plus, Head & Shoulder, TRESemme, Himalaya, Fiama Di Wills

(20) Hair Oil:- Dabar Amla, Bajaj Almond, Himalaya, Dabar Vatika, Parachute Advance, Patanjali kesh kanti, Emami 7 oils, Indulekha, Hair & Care, Nihar Shanti Amla, Navratna

(21) Health Nutritional powder: - Boost, Patanjali Powervita, Complan, Bournvita, Horlicks, PediaSure

(22) Acidity/Gas: - Eno, Gasofast

(23) Chyawanprash: - Dabur Chyawanprash, Baidyanath Chyawanprash, Zandu Chyawanprash, Patanjali Chyawanprash

(24) Fruit Drink: - Maza, Slice, Minute Maid

(25) Fruit Drink Tetra Pack: - Dabur Real, Tropicana, Paperboat, Rasna, Frooti

(26) Scooter Two-Wheeler:- Honda Activa, Suzuki Access, TVS Jupiter, Hero Duet

(27) Hair Color: - Garnier, Godrej, L’Oreal, Streax, Revlon

(28) Telecom Service Provider: - Airtel, Vodafone, Idea, Reliance, Jio

(29) Mobile Android Smartphone: - Vivo, Oppo, Micromax, Samsung, Gionee. Xiaomi

(30) Paint: - Asian Paint, Dulux, Nerolac, Berger Paints

(31) Fairness Cream: - Garnier, Fair&Lovely, Lakme, Ponds, Fair & Handsome, Clean&Clear, Vicco (Men/Women)

(32) Water Purifier: - Kent RO, Aqua guard, Live pure, Pureit Ultima

(33) Mineral Water: - Bisleri, Oxyrich, Bailley, Aquafina, Tata water Plus, Kinley, Himalayan

(34) Cab Service: - Uber Cab, Ola Cab

(35) Tea:- Tata Tea, Brook Bond Taj Mahal, Wagh Bakri, Brook Bond Red Label, Lipton Tea, Tetley Tea, Society Tea, Marvel Tea

(36) DTH Service: - Tata Sky, Dish TV, Videocon DTH, Airtel Digital, Sun Direct

(37) Bath Soap: - Santoor Soap, Dove, Pears, Godrej No.1, Cinthol, Medimix, Lux, and Vivel

(38) Dish wash: - Vim, Pril, Exo, Dettol kitchen gel

(40) Consumer Durable & Electronics:- LG, Philips, Sony, Samsung, Bajaj Electricals, Whirlpool, Godrej, Videocon, Voltas, Daikin, Blue Star, IFB, Lloyd, Haier, Hitachi, Mitsubishi

And, lists are endless… (Many other & local brands are not included)

Presently, Market is all concerning:

“Competition, Consumers/Customers Connection & Brand Valuation” 

Selfie Market Trend

Current trend of Consumers preference towards buying Smartphone:-

(1) Likely prefer to have beyond 8MP camera Front/Rear

(2) Price

(3) Memory Space & RAM

(4) Operating System

(5) All others remaining features/specifications

In Earlier time, consumers were giving most priority of mobile strength & battery backup but since 2 years, the entire trend has swing into Selfie moment. Consumers are looking into first the effects of camera , price & RAM/Memory space because market is became highly digitalize with visualize so accordingly entire consumer buying behavioral pattern has been changed.

Consumers are more preferred to buy Smartphone from Flipkart or Amazon as well as online buying sales ratio is higher than retail outlets due to price factor. Brands like Oppo, Vivo, Gionee, Micromax have been chased good amount of market share since Selfie trend growing though Samsung is leading in the Indian market. These brands are driving well into the market due to its camera, RAM/Memory & price.  Because brands have taken ‘Selfie Market Trend’ opportunity through consistently & aggressive branding in which emphasizing more about camera results. 

Television Commercial

https://www.youtube.com/watch?v=k8aeJ-HRxqU (Micromax Dual 5)

https://www.youtube.com/watch?v=pUbBE50cgHY   (Oppo F3 plus)

https://www.youtube.com/watch?v=BwEGdQJhPLA   (Vivo V5s)

The brand campaign ratio of Oppo & Vivo is much higher than market leader Samsung & as a core sponsored in IPL -10, brands have taken the right opportunity at precise time to represent the brand equity.  Both the brands have been covered few% market share from Samsung likewise 3 -4 years ago Samsung has been done the same & covered the massive market share from Nokia.

It should not taking the lightly for any rival brands in order to survive in the market because youth target market is urge to more on camera & price features and now a day’s there are brands like Oppo, Vivo, Micromax  in-demand of 13MP & beyond dual camera with  which are mostly buying through online.   

“Simple but core strategy is to understand the consumer preference on current trend & grab the market opportunity “.

Tata Tea...Jaagore.Com : Brand Activation

Innovative transformations of CSR campaign from political to Social with remain an equivalent message by ‘Jaagore.com’ which is entrenched CSR brand of ‘Tata Tea’. The TVC campaign of ‘Jaagore’

is being released consistently innovative, clutter-breaking & influential since initiative taken by  Tata Tea towards creating an awareness of current affairs and it became a separate brand identity which is integrating directly to Tata Tea.

In Recent, Tata Tea has released new Jaagore 2 campaigns on social current affairs by creating concept of ‘Alarm bajne se pehle Jaago i.e. (Awake before the alarm ring)’ which is silently representing of ‘brand strengthens’ through CSR strategy and it keeps you awake & aware incessantly, when you sip Tata Tea. 

NEW TVC:-

https://www.youtube.com/watch?v=gRA4wYsqA5c (Pre-Activism)

https://www.youtube.com/watch?v=fzNfj3xEeT4  (World Save Water Day)

In India, Tea is not only just Tea but Tea is perceived as supportive conscious tool and highly integrates with psychological dynamics like (Mentioned some practical dialogues):

(1) Frequently, people talking that my mind will not work until I will not drink a Tea

(2) If any one individually forget or doing mistake in work, people saying that today didn’t you drink tea in morning or since morning!!

(3) Feeling like headache / stress, let’s drink Tea or while reaching at home, first drink a cup of tea.

(4) Remaining work will do later on after tea break.

More even, sales/marketing dept. people are drinking more tea during the sales closing in order to relief from stress.

Tea brands campaigns are more emphasizing on taste, happiness & origin of tea leaves whereas flavored tea brands campaign are representing health advantages which are emotional but exceptionally influencing.  However, it should required highlighting little more on ‘refreshment/attentive’ by different way.

Tata Tea Jaagore.com is an incessantly influencing on ‘awake’ since launched which is a core part of tea features and it is signifying that the brand activation is directly integrated with CSR.