With the main proposition of the brand under threat, Colgate had to moving fast to protect its position. And he did it in a smart way by including the approval by the mothers. Another important development is the plethora of support of celebrity that was initiated by the brand in recent times. Now Kareena Kapoor endorses Colgate active salt, Sonam Kapoor for Colgate Whitening, Colgate Total Virdas, Allu Arjun to Max, etc.In the case of the variant active salt, Colgate added lemon as an ingredient. Now active salt focused whitening (removing yellowing) also instead of chewing gum strength.
Monday, January 20, 2014
Colgate: It adds support of mothers to the Court
Colgate, the market leader in the segment of toothpaste in the India has made a subtle but significant change to the launch of the brand. During all these years, the brand has been pulling yes same as brand No.1 backed by dentists.In his last campaign, the brand has included mother's support to its slogan. The new slogan is "No.1 brand endorsed by mothers and dentists. This move was justified by the fact that they become commoditized endorsement of the dentist. Each brand of toothpaste has now taken the approval of dentists, either explicitly or by showing the main character as a dentist. With the main proposition of the brand under threat, Colgate had to moving fast to protect its position. And he did it in a smart way by including the approval by the mothers. Another important development is the plethora of support of celebrity that was initiated by the brand in recent times. Now Kareena Kapoor endorses Colgate active salt, Sonam Kapoor for Colgate Whitening, Colgate Total Virdas, Allu Arjun to Max, etc.In the case of the variant active salt, Colgate added lemon as an ingredient. Now active salt focused whitening (removing yellowing) also instead of chewing gum strength.
With the main proposition of the brand under threat, Colgate had to moving fast to protect its position. And he did it in a smart way by including the approval by the mothers. Another important development is the plethora of support of celebrity that was initiated by the brand in recent times. Now Kareena Kapoor endorses Colgate active salt, Sonam Kapoor for Colgate Whitening, Colgate Total Virdas, Allu Arjun to Max, etc.In the case of the variant active salt, Colgate added lemon as an ingredient. Now active salt focused whitening (removing yellowing) also instead of chewing gum strength.
Titan company: Rebranding to a lifestyle brand
Corporate brand: the company Titan
Analysis of brand # 531Industrias TITAN was founded in 1985 as a joint venture between the Tata Group and Tamil Nadu Industrial Development Corporation. Industrias TITAN had introduced quartz watches Titan to market Indian in 1986 and transformed virtually the Indian market watch dominated by the likes of HMT and Allwyn. Intelligent mark and some cool ads, Titan watches quickly became the market leader and had created a strong image premium in the market. Industrias TITAN then build several brands aimed at different segments in the Indian market from wear and tear of time Rs 4000-4200 million rupees (source: Business Standard) industries brand portfolio Titan consists of Fastrack: aimed at youngstersThe brand Titan adopts a strategy sub brand where several sub-brands are pointing to various segments of the market. The remarkable sub-brands are series Titan Raga, Titan Zoop, edge of Titan, Orion, purple, Obaku, Tycoon, Bandhan, octane, automatic and HTSE. (source: Web site of Titan)Industrias TITAN also diversified into jewellery under the Tanishq brand and then the eye with eye wear Titan + brands.This year, the industry Titan decided to brand as Titan Company Ltd. According to press reports, the name change was to mean the movement of a surveillance company corporate brand to a lifestyle company. The leaders of the company thought that the term "industry" is no longer relevant in new directions of the firm.The current corporate brand of Titan Titan industries company has also given a new logo for the corporate brand. New brand elements were designed by the famed Ray agency + current Keshavan.The brand also has an interesting branch. Now there are two brands - corporate branding company Titan with its own logo and brand name watches - Titan with another logo. Newsreports suggest that the watch brand will retain the existing logo and the motto - be more. Which brand Titan watch brand more recognized and remembered, I'm not sure how the change of the corporate brand name will help build a lifestyle image. Titan Industries began with a company of brand-single single. The initial portfolio strategy was to build a house where all the products (clocks) had the same brand name (Titan) was indeed the corporate brand. The architecture of mark should be sub-brands aimed at different segments. This strategy was changed with the introduction of brands such as Sonata, Tanishq etc.. Fastrack which was released as a sub-brand later became a single brand.Therefore, during the time period, industries brand portfolio Titan became a mixture of House brand strategy and with the House brand. There were many individual brands in the portfolio, in the same volume of class time half watches were endorsed by the corporate brand - Titan. Brand Titan was used also to endorse categories like eye wear.The company also plans to include categories such as fragrances in the near future.With the launch of a logo and company name of Titan, presumably that the company now wants to develop a different corporate brand watches brand. The issue here is that both marks are the same.
Sunday, January 19, 2014
Sunfeast Dark Fantasy: Escape at one
Brand: Dark fantasy
Company: ITC
Dark Fantasy success can be attributed to careful detail with which the brand was built by ITC. ITC took a risk in the positioning of dark fantasy as a premium biscuit brand. The upper space was vacant in the Indian and marketers market was sure would react to a cookie premium offers consumers. To do this, Sunfeast tried to build the brand between emotional platform in the 'Indulgence' proposal. So here is a cookie that appeal to your sensual self and will take you through an experience of indulgence. It was a risky proposition and ITC supported the theme through some heavy campaigns. Mark had the slogan "Indulgence" when it was launched. The USP is the packaging. Dark fantasy in a way that is guaranteed in a new wave of packaging in the market of biscuits. The bold use of colors and calligraphy supplemented the positioning as a premium cookie. Later the slogan was changed to "Escape into one". Dark Fantasy had double-bagged - there is a cardboard outer box and individual choco filled had container packaging. That gave the brand a premium feel.Rather than simply as a premium cookie, Sunfeast Dark Fantasy tried to create a space for itself with the launch of a new variety called Choco filled. Choco filled are essentially biscuits with chocolate filling inside. Although these types of cookies were available, through intelligent packaging, Dark Fantasy brought great interest within this category. Choco-rellenos are now very popular competitors such as Parle had to launch a new brand in this category.Encouraged with the response from the customer to Choco filled, Sunfeast has extended this strategy of packaging for its category of cookie with the launch of the brand delichoso of cookies.
Dark Fantasy may qualify as a success story of packaging. Mark has presented the power of packaging and its influence on the brand image and positioning. Not is the first time that ITC has taken advantage of the power of the containers, had proven success in the category of consumer goods with Fiaman and Vivel that distinguish through smart packaging...The success of dark fantasy has created a wave of freshness in the category of crackers with many colors and shapes emerging from the leading brands. For consumers shopping for cookies is becoming a pleasant experience.
Company: ITC
Brand analysis: 529
Sunfeast Dark Fantasy is the story of a brand that started as a sub-brand and subsequently acquired the status of an independent brand. ITC dabbled in the market of biscuits in 2003 and dark fantasy Sunfeast was released in 2005. It was only after four years, that the ITC idea of bringing the next level mark.Dark Fantasy success can be attributed to careful detail with which the brand was built by ITC. ITC took a risk in the positioning of dark fantasy as a premium biscuit brand. The upper space was vacant in the Indian and marketers market was sure would react to a cookie premium offers consumers. To do this, Sunfeast tried to build the brand between emotional platform in the 'Indulgence' proposal. So here is a cookie that appeal to your sensual self and will take you through an experience of indulgence. It was a risky proposition and ITC supported the theme through some heavy campaigns. Mark had the slogan "Indulgence" when it was launched. The USP is the packaging. Dark fantasy in a way that is guaranteed in a new wave of packaging in the market of biscuits. The bold use of colors and calligraphy supplemented the positioning as a premium cookie. Later the slogan was changed to "Escape into one". Dark Fantasy had double-bagged - there is a cardboard outer box and individual choco filled had container packaging. That gave the brand a premium feel.Rather than simply as a premium cookie, Sunfeast Dark Fantasy tried to create a space for itself with the launch of a new variety called Choco filled. Choco filled are essentially biscuits with chocolate filling inside. Although these types of cookies were available, through intelligent packaging, Dark Fantasy brought great interest within this category. Choco-rellenos are now very popular competitors such as Parle had to launch a new brand in this category.Encouraged with the response from the customer to Choco filled, Sunfeast has extended this strategy of packaging for its category of cookie with the launch of the brand delichoso of cookies.Dark Fantasy may qualify as a success story of packaging. Mark has presented the power of packaging and its influence on the brand image and positioning. Not is the first time that ITC has taken advantage of the power of the containers, had proven success in the category of consumer goods with Fiaman and Vivel that distinguish through smart packaging...The success of dark fantasy has created a wave of freshness in the category of crackers with many colors and shapes emerging from the leading brands. For consumers shopping for cookies is becoming a pleasant experience.
Saturday, January 18, 2014
Maruti Estilo : RIP ( 2009-2013)
AppId is over the quota
AppId is over the quota
Finally Estilo is dead. From a sub-brand ( Zen Estilo) to an independent brand and finally to a dead brand, Estilo never had a good run in the Indian market primarily because it tried to step into the iconic place of its predecessor- Maruti Zen.The fault was not with the product but with the messy brand experiments and the lack of giving proper positioning of Estilo. The primary error was made when Maruti decided to brand the new car which replaced Zen as Zen Estilo. While the intention was to keep the Zen brand alive, the main issue was that the new product did not share any commonalities with the outgoing Zen. That created unwanted dissonance in those who expected the same peppy personality of the original Zen.To be fair to Estilo, the car was spacious and good. But Maruti never was able to give a space for Estilo in its crowded product portfolio. It was to fill the gap between Alto and Wagon- R but was not able to quite do it effectively. Consumers viewed it as a compromise primarily because of the perception. Maruti was also not keen of giving any sort of promotional push to the brand neither was any thought on the positioning of Estilo. So when there was an option , consumers stopped looking at Estilo as an option. With the death of Estilo, the legacy of Zen has completely ended.
AppId is over the quota
Finally Estilo is dead. From a sub-brand ( Zen Estilo) to an independent brand and finally to a dead brand, Estilo never had a good run in the Indian market primarily because it tried to step into the iconic place of its predecessor- Maruti Zen.The fault was not with the product but with the messy brand experiments and the lack of giving proper positioning of Estilo. The primary error was made when Maruti decided to brand the new car which replaced Zen as Zen Estilo. While the intention was to keep the Zen brand alive, the main issue was that the new product did not share any commonalities with the outgoing Zen. That created unwanted dissonance in those who expected the same peppy personality of the original Zen.To be fair to Estilo, the car was spacious and good. But Maruti never was able to give a space for Estilo in its crowded product portfolio. It was to fill the gap between Alto and Wagon- R but was not able to quite do it effectively. Consumers viewed it as a compromise primarily because of the perception. Maruti was also not keen of giving any sort of promotional push to the brand neither was any thought on the positioning of Estilo. So when there was an option , consumers stopped looking at Estilo as an option. With the death of Estilo, the legacy of Zen has completely ended.
Market statistics
Market/Unani/Siadh/Homeo/treatment, Ayurveda: Rs 9000 million of rupees growth: 20%
Ayurveda:RS 5000 crore
Salon hair and skin products: Rs 2000 millions of rupees
Business lounge: Rs 12000 million of rupees
Specialized salon treatment: Rs 1000-Rs1200 crore
Anti aging - invasive & surgical: Rs 700-800 million rupees
The TV advertising market: Rs 14000 millions of rupees
Ayurveda:RS 5000 crore
Salon hair and skin products: Rs 2000 millions of rupees
Business lounge: Rs 12000 million of rupees
Specialized salon treatment: Rs 1000-Rs1200 crore
Anti aging - invasive & surgical: Rs 700-800 million rupees
The TV advertising market: Rs 14000 millions of rupees
Friday, January 17, 2014
NEXCARE: Differentiate through creativity
Brand: Nexcare
Enterprise: 3M
Brand analysis: # 533 Indian wound care market is dominated by Mark plaster by Johnson & Johnson. This category is created and owned by bandage and plaster has a generic status in this category. Brands such as Dettol before tried to enter this category without much success.
In this market is that 3M has launched its brand Nexcare. NEXCARE subtly has been launched in the Indian market without many promotions above the line. What needs to be measured is traction Nexcare has interms of the scope of the distribution. NEXCARE is now very well promoted in the majority of medical sales points. What makes outstanding Nexcare of the market leader? The main USP of Nexcare is licensed by brand and form factor. NEXCARE has a unique diamond-shaped form factor. According to micro-site of the brand, the form provides a 360-degree protection and makes it more resistant to water.The whole package of the brand emphasizes the shape of the diamond to convey the unique form factor.Another differentiator is through the launching of brands, bandages for children licensed as Barbie, Hot Wheels etc., that 3 M has positioned itself to these bands as tattoo bands who appeal instantly to the children. Infact my daughter bothered me in the purchase of a tattoo Barbie. 
Be waterproof and have a uniquely are not very sustainable brand attributes. Any competition can copy these attributes. However, Nexcare effectively settled in the market using this USP.Another success of the 3M is that the brand has not restricted to wound care, but has expanded its reach to skin care. Under skin care range, the brand has launched the pads of skin care in its portfolio.
Enterprise: 3M
Brand analysis: # 533 Indian wound care market is dominated by Mark plaster by Johnson & Johnson. This category is created and owned by bandage and plaster has a generic status in this category. Brands such as Dettol before tried to enter this category without much success.
In this market is that 3M has launched its brand Nexcare. NEXCARE subtly has been launched in the Indian market without many promotions above the line. What needs to be measured is traction Nexcare has interms of the scope of the distribution. NEXCARE is now very well promoted in the majority of medical sales points. What makes outstanding Nexcare of the market leader? The main USP of Nexcare is licensed by brand and form factor. NEXCARE has a unique diamond-shaped form factor. According to micro-site of the brand, the form provides a 360-degree protection and makes it more resistant to water.The whole package of the brand emphasizes the shape of the diamond to convey the unique form factor.Another differentiator is through the launching of brands, bandages for children licensed as Barbie, Hot Wheels etc., that 3 M has positioned itself to these bands as tattoo bands who appeal instantly to the children. Infact my daughter bothered me in the purchase of a tattoo Barbie. Be waterproof and have a uniquely are not very sustainable brand attributes. Any competition can copy these attributes. However, Nexcare effectively settled in the market using this USP.Another success of the 3M is that the brand has not restricted to wound care, but has expanded its reach to skin care. Under skin care range, the brand has launched the pads of skin care in its portfolio.
Nestlé Alpine: That love is to share
Brand: Alpino
Company: Nestle
Nestlé had always been a laggard in the Indian market of chocolate. After Kitkat and Munch, the company had no serious spear. Rarely fought the leader Cadburys and also tried to answer any of the releases of the market leader.This year, Nestle shook the market with the launch of its range of quality branded Alpine Nestle. Alpine has a striking resemblance to Ferrero Rocher. Packing and the shape of the product puts Alpino launched directly against Ferrero Rocher. That comparison gives the brand an image premium without any effort.Nestlé Alpine is positioning itself as a chocolate that must be shared. There is a touch of romance to this brand and this stands in launching campaigns.In addition to the attributes of the product like chocolate bon-bon with creamy interior, making it different to Alpino are love messages posted within the wrapping of Alpino. There are more than 150 messages within the containers. This makes the brand a great affordable gift of love. Nestle has been investing heavily to increase the distribution and POP promotions for Alpine and is also demonstrating it. The brand is priced at Rs 25 a package and the price is spot-on. Ferrero Rocher although it is of similar price range has a perception of being an expensive product and this have prevented many purchase it frequently. But Alpine was able to create an image of an affordable luxury.Alpine it has all the potential to become a success in the Indian market and can overshadow the Ferrero Rocher in the India brand. The fact that Indian consumers are now increasingly more choice for more traditional premium mithai chocolates also favors product such as Alpino.
Company: Nestle
Brand analysis: # 530
Most recent Alpine Nestle's company offers in the Rs 5562 crore Indian market of chocolate. The top end of this market is witnessing interesting action with silk Cadbury, Ferrero Rocher, Toblerone leading the fight. According to reports, 30% of the market is now consisting of premium chocolates. Nestlé had always been a laggard in the Indian market of chocolate. After Kitkat and Munch, the company had no serious spear. Rarely fought the leader Cadburys and also tried to answer any of the releases of the market leader.This year, Nestle shook the market with the launch of its range of quality branded Alpine Nestle. Alpine has a striking resemblance to Ferrero Rocher. Packing and the shape of the product puts Alpino launched directly against Ferrero Rocher. That comparison gives the brand an image premium without any effort.Nestlé Alpine is positioning itself as a chocolate that must be shared. There is a touch of romance to this brand and this stands in launching campaigns.In addition to the attributes of the product like chocolate bon-bon with creamy interior, making it different to Alpino are love messages posted within the wrapping of Alpino. There are more than 150 messages within the containers. This makes the brand a great affordable gift of love. Nestle has been investing heavily to increase the distribution and POP promotions for Alpine and is also demonstrating it. The brand is priced at Rs 25 a package and the price is spot-on. Ferrero Rocher although it is of similar price range has a perception of being an expensive product and this have prevented many purchase it frequently. But Alpine was able to create an image of an affordable luxury.Alpine it has all the potential to become a success in the Indian market and can overshadow the Ferrero Rocher in the India brand. The fact that Indian consumers are now increasingly more choice for more traditional premium mithai chocolates also favors product such as Alpino.
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