Sofy Cool : Sanitary pad with Coolpad Technology

Product innovation with an Advanced Technology is mostly increasing the comfortness level in which efforts is creating to develop new features into either existing product or new product. In recent, feminine hygiene brand Sofy has unveiled ‘Sofy Cool’ sanitary pad in India which is representing an innovative features known as ‘Coolpad Technology’, it realizing the feel of coolness and appealing to have ‘Irritation free period’.

Irritation/Irritability is one of the core symptom/sign of the menstrual period which gives discomfortness & stuffiness feeling. Hence, Sofy cool is accomplishing it by providing with Coolpad technology. Till time, all the leading brands are being endorsed by emphasizing on absorption level which keeps safe & comfortable during the period. In the Advance Technology Era, Sofy Coolpad can be considered as clutter breaking & innovative which efforts to keep away from irritation and swing the mood during period.

Strategic Execution:

• Launched on 28^th May,2019 on Menstrual Hygiene day which is best & perfect time to tap the market.
•  Sofy has launched new Coolpad technology by identified the market gap based on research, that to keeps irritation free period along with deep absorption.

TVC campaign:  https://www.youtube.com/watch?v=CSU8v1VJOG0

Sanitary pad is a kind of product which needs to influence highly towards women/girl, hence brand campaigning should influential which urge to buy sanitary pad especially if brand is unveiling with an innovative concept/ features likewise Sofy cool and it has to take an advantage by representing specialty of pad. There is a huge Sanitary pad untapped market in India, just needs to execute consistent efforts & urge to use hygiene pad instead of normal cloth.

To survive in the competitive market, it is primarily essential to identify the market gap and bring an innovative features which can enhance not only the Consumers value but also increase the level of convenience.

Urge to buy at least once, Desired Results can increase the Customer Acceptance!!!

Burger King : Whopper Traffic Jam

To remember that the most essential element is to ‘Identify the relevance market gap & customer acceptance’ before launching or expanding an innovative and new products/services.  Because many brands are being failed or yet to established brand position in the market due to lack of identifying the relevance market gap & customer acceptance. It should be required to sustain the balance between the market gap & customer acceptance since it becomes worthless if customers are not ready to accept despite of identified the right market gap.   

Recently, Burger King has launched an innovative, clutter-breaking & conceptual delivery campaign which is presented as ‘Whopper Traffic Jam’. Its very innovative, precisely relevant & unique delivery service which keeps away from the competition as well as can cover the untapped the market strongly. The core competency of this service is the combination between identifying customer through digital technology & on-time delivery. This concept is precisely connected with hungriness during the traffic Jam and Burger King Brand is established itself as a ‘Whopper’ which is integrated to Traffic Jam.  

TVC : https://www.youtube.com/watch?v=LXNgEZV7lNg

This can be considered biggest opportunity to cover the market share against the rival brands and sustain the brand value. The only important thing is to execute the service which is committed or else it gives negative impact.

Today, market trend is very dynamic, customer preference & choice level changing rapidly as well as becoming more advanced likewise technology, and hence it must be required to execute brand strategy through integrated medium in which Digital marketing strategy must be included in order to get an influential brand awareness result.  

Strategic Formula:

Identify the market gap + Integrate Digital Tech = Create Strong impact where Customer Accept…

ShavingStereotype : Initiated by Gillette India

Gender –equality/Gender Bias, a subject has drawn attention of across the globally on social media. Awareness is also increasing about Gender-equality through various medium especially on social media as well as audience are actively engaged and interacting on women empowerment. Today, Social media is became powerful tool where you can raise your hand and get an extreme engagement from globally, Gender-equality trend is likewise too and can be considered as part of CSR (Corporate Social Responsibility).

In recent, Gillette India has initiated an excellent clutter breaking CSR campaign on Gender-equality which is based on real story and conveying concrete message to the mass audience, creating awareness about Gender-bias like only men can do but women can’t do on different situation. One fact is presented very well in this campaign that ‘Kids learn what they see from the childhood’.  And, at the end of the campaign, Gillette branding is very silently connected with Gender-equality.

TVC: https://www.youtube.com/watch?v=QCR24jyhfZk

Today, CSR trend is growing dynamically and many brands are associating as a socially on different sector like Healthcare, Education, other awareness program etc.  As a part of strategic communication, companies are also spending budget on CSR after Digital marketing and rolled out with specific 1 or 2 minutes commercial campaign on TVC, Digital & BTL activities. However, CSR strategy is not easy as much as it can seem. It can be used an effective way only when your brand has taken strong sustainability & loyalty across the market.

The most significant part of CSR is that How your brand can relate with society. Because, CSR relevance is more connected with realistic trend rather than just branding.  Create an innovative, interesting & influencing CSR campaign which can change the traditional perception & inspire to people. 

Branding : Amalgamation of Bank of Baroda, Dena Bank & Vijaya Bank

After amalgamation of Dena Bank & Vijaya Bank with Bank of Baroda, an official campaign has launched on TVC, OOH, Print & Digital across all the major regional languages which is conveying message the strength of 3 banks amongst the banking industry. The campaign is being promoted by Hashtag #Powerof3 which becomes now core strength of Bank of Baroda.

An excellent campaign with branding concept, precisely communicating message to the audience and a very influential performed by children on stage which is representing the brand strength towards audience. 

TVC : https://www.youtube.com/watch?v=C1hNFRT3F8A

Branding after Merger: Common & Significant Communication -

Bank of Baroda campaign is one of the good example of real branding like others brand campaign. Today, many big marketers are expecting the sales conversion from branding but Branding is just n just only for an ‘Awareness’ which is playing supportive role to convey your brand message. Hence, it is vital to sustain the balance between brand message & realistic brand image. Because only an effective branding can not build brand equity & loyalty, it gains only through consumer’s satisfaction which provides a dynamic brand experience.

According to current market trend, after amalgamation/merger of any brand: The biggest challenge is that How will create strategic brand communication- execution AND what things should be required to highlight. In such case, you will find  in the campaign : 

The utmost common thing is that brand is representing their strength in the form of advance features, technology & network along with conveying message of ‘now become much better & stronger’.  But you will rarely find in the campaign: The utmost significant thing is that ‘to provide committed on-time services & support to consumers on realistic way after merger in order to gain strong brand loyalty’. In case of merger/acquisition, if brand campaign is representing with realistic service-support message, it can give an extreme impact. Subsequently, it must be needed to execute to end-users as committed in the campaign.  

                                                                                                                             

Looking into the current banking industry circumstances, Bank of Baroda has strong opportunity to compete against rivals by taking the advantage of #Powerof3. Service & after sales-service is core priority in any industry and it would give a dynamic impact if do branding of services which are providing really.

Amul Camel Milk : Health Benefit

Camel milk is slowly gaining the familiarity amongst the dairy products market in India. Recently Jan.-2019, leading brand Amul has launched Camel Milk which can be available at present Ahmedabad, Gandhinagar & Kucth only (Gujarat State-India). Camel Milk is very niche & very hard to collect from scattered area so, its cost is also high compared to other form of milk. Though, camel milk is already being used in some part of Rajasthan.  

As Amul has already launched camel milk chocolate a year ago after determined the commercial standards by FSSAI in December 2016. Though, India is very late entrants in camel milk market compared to international market that having very high demand of camel milk as there are multiple health advantages of camel milk. Camel milk can be found in supermarkets in the UK, UAE, Somalia, Saudi Arabia, Mauritania, and the US. In India, there are massive numbers of diabetes & heart patients, so camel milk is playing supportive role in such diseases.

  

Core Health Benefits Of Camel milk	Because Camel milk CONTAINS :
(1) Prevent from Diabetes	(1) Vitamin A, B1, B2 , C & E. Vitamin C -3 Times Higher than cow milk
(2) Stimulate blood circulation	(2) low sugar and cholesterol
(3) Improve Immune System	(3) Protein, Potassium, Phosphorus, Calcium
(4) Alleviate Allergies	(4) Rich minerals like magnesium, iron, copper, manganese, sodium and zinc are higher than cow milk
(5)Autism connection
(6) Protect against Autoimmune diseases
(7) Improve Heart Health
(8) Joint pain & others like TB, Hepatitis

Camel milk may impact as a substitute dairy products as people are now becoming more health conscious. As well many are consuming non-dairy based milk products like almond milk, soy milk, coconut milk etc because it has like zero cholesterol, low calories and high protein. Camel milk market is extremely untapped market in India and Amul brand is well-established & strong presence across the country, hence it is easy to reach the target audience.  

Brand Communication Strategy should like:

Camel milk ‘Taste’ is most important & challenging task because major consumers are consuming cow milk since long years. Hence, the initial step should be ‘Taste acceptance’ where consumers are urging to buy & taste once.  To create awareness is very easy being established & trustworthy brand Amul but the ‘Taste’ is most vital and it can not easy to switch over from cow milk to camel milk despite of highlighting the health advantage. It should require executing BTL promotional activity & directly engaging with consumers because only awareness may not give strong impact rather than BTL strategy. Communication Strategy must be like consumers urge to visit store, Taste the camel milk and take a spot feedback of milk taste.

Region-wise, it needs to be considered the communication strategy because perception level is changing in rural & urban (city/metro-city) market. Though, the communication message should be same which want to convey but the only execution would be different according to the market.

Amul has also needed to be emphasized that to keep balance both the market cow milk & camel milk. Hence, launching campaign is like especially representing camel milk for Diabetes management.  

Camel milk market is having an extreme opportunity and can be consider as medicinal part which supports to health disease. Any market players from healthcare/dairy products/Nutritional supplement can foray into the market by using of camel milk either in milk/powder or any other form. 

Savlon Pen Sanitizer by ITC

Recently, ITC brand Savlon has rolled out into Sanitizer category and launched Savlon Pen Sanitizer in Spray form. An excellent innovation is done by Savlon which is creating a new opportunity to gain the market share. Pen Sanitizer format itself can be core proposition in the Sanitizer segment. Consumers are now slowly switching over into Sanitizer category, however handwash market is very large which is mainly dominated by Dettol & lifebuoy. Though it is an essential to create in-depth awareness as well as difference between the usage of handwash & hand sanitizer.

According to Nilesen Market Research:

Total Antiseptic Liquid market:- INR 650 crore (Appx.)

Total Handwash Market :- INR 610 crore (Appx.) – Rapidly Growing appx. 15 to 20%

Total Hand sanitizer Market:- INR 75 crore (Appx.) – Growing steadily, though awareness to be required.

Hand sanitizer Core market Segmentation:

(1) Foam hand sanitizer

(2) Gel hand sanitizer

(3) Sanitizing hand wipes

(4) Spray hand sanitizer

Mostly gel based hand sanitizer is being consumed in the market rather than spray form. Savlon has created clutter breaking Pen form hand sanitizer in order to gain the market share. There is a huge opportunity to penetrate the rural & urban market by communicating conceptually as a Pen Sanitizer.

The concept of Pen is representing that it can move easily anywhere in your pocket and can give a hygiene solution before eat anything.

TVC Link: https://www.youtube.com/watch?v=W3EXkBpRsBM  (Savlon Pen Sanitizer)

An animated Chhota Bheem iconic campaign is targeting to children and conveying message of Pen sanitizer before eat. In the campaign, showing classroom location is perfectly targeting but overall huge lack of campaign effectiveness, even though it has not found any other campaign or aggressive brand promotion. For any campaigning of an innovative product, an ‘Effectiveness’ is an essential factor and playing a key role to appeal the target audience. As well, it is also needed to consistent promotion of the brand which is creating not only awareness but also urge to buy & at least taste of your product like e.g. Fogg Deo. The other significant point is that to represent the method of 'how to sanitize hand properly' which can bring positive results.

Marketers are an extremely emphasizing on ‘customer comfortness & convenience’.

Many brands are now coming up with small form of packaging in all major segment especially personal care/herbal care/FMCG market which we are facing regularly through various medium.

According to current competitive market scenario, any of brand cannot survive into the market WITHOUT:

(1) Consistent product innovation (For both Existing & New)

(2) End to End Customer Service (For B2B, B2C)

(3) Market Penetration by identifying the market gap

(4) Consistent innovative Marketing & Communication Strategy/Execution

Product Innovation =An Effective Communication

Handwash by Lifebuoy - Germ Nashini

Soap to Sanitizer journey, Lifebuoy identity remains unchanged as ‘Germs Protection’.  Lifebuoy is more emphasizing towards CSR activities since few years and making efforts towards changing habit of handwash. And again, Lifebuoy has rolled out with unique & innovative CSR campaign during the Durga Puja festival, and specific given the campaign name as ‘Germ Nashini – i.e. Germs Removing – Hand Sanitizer Dispenser.

TVC: https://www.youtube.com/watch?v=nYzJN6WFqrI   (Launched in Oct.’18)

Overall campaign is very precise & decent, but the core concern part is that how it’s been executed by expressing the reality. Its fact that lot many people are not washing hands while taking ‘Bhog’ hence, every time Lifebuoy is making efforts to change your habit through innovative ideas which is realizing the significance of ‘handwash’.

In 2013, Lifebuoy had also been done an excellent campaign which urge to change your mind.

http://viragbrand.blogspot.com/2013/02/innovative-creative-concepts-introduced.html (2013)

Any type of innovative brand campaign can bring the change only when it is accepted by audience, and it becomes more exciting when it’s connecting directly with CSR. Most astonishing brands which are always coming with an innovative CSR concept which is connecting you directly on practical way: Like Tata Tea (Jaagore.com), Fevicol (Todo nahi, Jodo), Lifebuoy (Wash hand before eat).

Mostly two type of CSR campaign is being launched by Brands:

(1) CSR campaign where there is an indirect connectivity between brand & CSR communication (Like Brand Name Institute/offering scholarship, blood donation camp sponsored by brand etc.)

(2) CSR campaign where there is direct connectivity between brand & CSR communication (Like brand & social message having direct strong relevance

In any CSR campaign, one thing should keep memorize that campaign must be relevant to the ‘Reality’ which will be presenting the responsibilities towards the society.  Brand relevance is the core concern in any CSR strategy which is giving an additional impact on brand value & loyalty like Lifebuoy ‘Germ Nashini’ campaign is precisely conveying message & aware about to importance of handwash which gives direct impact on brand trustworthiness.

Consistent such kind of innovative campaign is sustaining the connection between consumers & brand which gives the utmost consumers experience towards brand value.