Wednesday, February 13, 2019

Brand Update : Horlicks pitches for Emotional Nutrition in the latest campaign

Departing from the usual pitch based on functional benefits, Horlicks now have moved into emotional territory with the new campaign Bottle of Love. Horlicks has been very consistent in the brand campaign throughout its brilliant life in the Indian market focusing on the benefits. The " Taller, Stronger, Sharper " proposition has been very well received in the Indian market and Horlicks continued to be the market leader in the segment in India. 

The new campaign is an interactive campaign which is emotionally laced targetting mothers. The campaign features Kota which is a place famous for competitive exam coaching. Aspiring medical and engineering candidates flocks to this place for coaching and the setup there is grueling and very competitive. Kota provides a relatable example of exam stress and Horlicks wants to provide solace to the kids. 
The campaign is very well made and has already become very popular in social media. 

The campaign is followed with ground activation where the brand wants the mothers to log into the site where they would get an empty bottle. They need to fill it up with anything that their kids love and Horlicks will ensure that the bottle will reach the kids. 
In recent interviews with the media, the campaign managers tell that the idea behind the campaign is the fact that every house will have one bottle of Horlicks and the bottle will serve as the carrier of emotional nutrition for the kids.

The transition from functional nutrition to emotional nutrition is a clever positioning move for the brand. The functional nutrition value proposition has been commoditized with a lot of brands taking up that positioning. Further, the Indian market has also seen new product launches specialized in functional nutrition. It thus makes sense for Horlicks to ladder to a higher order benefit and Emotional Nutrition fits perfectly. The concept is powerful and scalable across the brand portfolio and also resonates with the target market. 
Kudos to the brand marketers. 

Friday, February 08, 2019

Brand Update : Palmolive Relaunched

Palmolive, one of the oldest brand of soaps in the Indian market has not been able to do justice to its existence. Despite its rich heritage, international pedigree and a strong parent, Palmolive has always remained a fringe player in the highly competitive Indian market. At one point in time, Palmolive had a range of products ranging from soaps to shaving cream. The shaving cream featuring Kapil Deva was a huge hit in those days.

Later, however, the company focus shifted from soaps and Palmolive was sidelined in the marketing front. There were sporadic interests in the brand but all those were
half-hearted ones.
This year, the brand is again making a comeback of sorts. The brand has launched a new range of facial bars with the positioning of being Natural.
The brand is currently running the relaunch campaign.
The company is trying to bring in some freshness to the brand in this relaunch. The brand is relaunched in three variants including charcoal variant.
The brand now has the tagline " Glow Naturally" indicating that Palmolive is trying to bank on the current trend towards natural products.

It is good to see some interest in developing this brand. Palmolive have strong awareness in the market but I feel that there is no strong association with the brand which it can develop. One of the task for Palmolive is to rediscover the source of equity and build on that.

Related Post

Palmolive Da Jawab Nahin

Monday, January 21, 2019

Brand Update : There is a little bit of Nerolac in your Life

Nerolac, which has a legacy of more than 100 years has always been playing second fiddle to Asian Paints in the Indian paint industry. Both in the field and advertising space, Nerolac was not able to beat the market leader Asian Paints. Probably after a long time, Nerolac had hit a bullseye in finding a credible message for its consumers.

The latest campaign of Nerolac- There is a little bit of Nerolac in your life, is a creative breakthrough for this brand. Everyone who has seen the ad was surprised at the message - the fridge, the car, the appliances are painted with Nerolac. That indeed is a powerful message which will change the way the brand is perceived. 
The basic idea is to leverage the brand's credibility in the industrial segment to the consumer segment. Indian paint industry which is worth around Rs 47000 crore is classified into Decorative Segment and Industrial Segment. Decorative Segment constitutes 75 % of the total market. Asian Paints is the market leader in the whole paint industry with a whopping 41% share while Nerolac has a share of 14 %. But in the Industrial segment, Nerolac leads with 35 percent share. 

To counter the market leader Asian Paints iconic campaigns capitalizing the emotions associated with color and home, Nerolac so far tried all strategies including roping in Big B for their campaigns but with limited success. 

This time, the brand roped in the energetic Ranveer Singh as the brand ambassador. But the star of the campaign is the Big Idea. The campaign is very effective in driving the home that the home appliances which usually have the durable painting are being painted by Nerolac. That message instantly conveys credibility to the brand. Nerolac was able to give a piece of very powerful evidence to its core strengths - performance credibility. Ranveer Singh brings a touch of humor to the whole proposition. 
This idea although very powerful does not have longevity in the sense that this cannot be continued for long. The brand needs to milk this idea within a short span of time and then move on with some sustainable proposition in the next phase of the campaign. For now, hats off to those brains who came up with this idea. 

Friday, January 04, 2019

Brand Update : Hamam ladders up to women empowerment

Hamam which has a rich legacy dating back to 1931 is charting a new course in its marketing communication strategy. This 300 crore brand from HUL has been positioning itself on the basis of its ingredients - Neem and Tulsi since its inception. 
In 2017, the brand tried to change its course moving from the functional benefit platform derived from its ingredients to a higher order benefit. In marketing parlance, it is called brand laddering. 
According to news reports, this is the first time that Hamam is moving away from the functional benefit positioning. 

The 2017 campaign #GoSafeOutside aims to use the " women empowerment" as the platform for brand promotion. The brand is taking up the cause of safety of girls for its promotion. 

The ad shows how a shy young girl is motivated by the mother to stand up on her own.
The concept of women empowerment is nothing new in the Indian marketing scene. Many brands including some soap brands like Lux have taken up this platform for brand promotion. 
In this campaign, Hamam encourages the young girls to take up self-defense courses that would give them the necessary confidence to go out of their safe zone. 

In 2018, the brand went further ahead with the campaign and tried to create a network of mothers called Hamam Mothers Safety Force. This network is intended to provide a watchful eye on the safety of young girls. 
HUL is known for such ground level activation in its various cause marketing campaign for its brands. The brand should be lauded for identifying a potent issue regarding women safety and doing something about it. The brand runs the hashtag " GoSafeOutside for this initiative. 

The success of a cause marketing campaign revolves around the relevance, brand connect and the impact. This campaign is very relevent in today's times. It needs to be seen how HUL carries this forward to create a lasting impact on the consumer's mind. 

Wednesday, December 12, 2018

Cadbury Crispello : Let Something Good Happen !

Brand : Crispello
Company : Mondolez India

Brand Analysis Count: #587

Cadbury recently launched a new brand Crispello in the Indian market. The new product is the company's second entry into the crispy chocolate segment, the first being Perk. The new brand will be fighting with the likes of KitKat, Galaxy etc. While this segment is dominated by chocolate covered wafer products like KitKat, Cadbury's Crispello is a wheat crispies covered with chocolate.

The Rs 8000 crore chocolate market is witnessing intense competition with global players fighting it out for the share of the pie. Now the who-is-who of the players are in the market and to be in the game, brands need to constantly innovate. 

Crispello is targeting the new generation of customer who is always looking for a variety of experiences. Crispello is targeting the customers who want light indulgence snacking options. According to company reports, the brand understands that customers of this generation want multi-textured and complex experiences and the brand aims to deliver that option. 

The new brand follows the same brand architecture of other Cadbury brands. The new product is endorsed by the category brand- Cadbury, followed by the family brand - Dairy Milk. 
The brand also follows usual positioning of Dairy Milk centered around the concept of " Kuch Meetha Ho Jaye ".
The launch advertisement is also in sync with the positioning. Interestingly Crispello is positioned as a healthy diet snack targeting women in Europe.

The strategy followed by Mondolez which has been ruling the Indian chocolate market is to keep the excitement going among the consumers. The Cadbury brand has seen a lot of product launches which had kept the brand in the limelight. Some of the launches have been highly successful in the likes of Dairy Milk Silk. 
With global brands like Mars, M&M etc stepping up the game, the market leader is also making aggressive moves to stay on top. Exciting times ahead in this market. 

Saturday, November 03, 2018

Brand Update : Welcome back Santro

This October saw one brand coming back to life. Hyundai decided to name their new entry-level hatchback as Santro. Indian market is witnessing an interesting brand name phenomenon of a resurrection of dead brands. After Santro, Mahindra is launching the Jawa brand. Ads of Dianora ( remember Dyanora brand ?) brand is there in some channels in Kerala. 
Santro in the earlier avatar had a dream run in the Indian market. It paved way for Hyundai to become the second largest car maker in the highly competitive Indian market. However, Hyundai decided to put the brand to rest and opted for a strange alpha-numeric brand i10 as the successor. Although the brand found acceptance, it was not a blockbuster brand like Santro. 
The new Santro has no similarity with the old models. Neither in looks or in the technical specification. The product looks like a car born out of i10 and Chevrolet Beat. 
In the brand communications, Santro tries to link itself to the old Santro's USP of a tall boy design, however, the new Santro does not look like a tall boy. 
 Just like the relaunch of Baleno, here the company has used a very famous brand name for the new launch. There is no need to be nostalgic about it. There was some nostalgia when I heard the news of Santro relaunch but that vanished when I saw the new Santro being totally different from the old. 

So why a sudden rush for dead brands. The only reason is the brand awareness that some of these brands carry across all these years. For example, Jawa and Yezdi still have huge awareness among the Indian riders. We also know that these bikes were real headaches in terms of mechanical failures and ride quality. You need extra-strong calf muscles to make a Yezdi start. But since those were the only options, consumers tend to buy it. When better bikes came, these brands died. 
In the case of Santro, it had strong equity created out of excellent product performance. Old Santros are still running without any issues. 
By launching the new product with an old brand which has excellent brand awareness ( recognition + recall) gives a  real boost to the launch efforts. There need not be any investment in building awareness by using an old brand. Since Santro did not have any issues in the previous life, it does not come with any baggage. Hyundai just had to fuel a hype of an old brand resurrected, the media will take care of the rest of promotion because of the news value. The launch of Santro had earned a lot of earned media space just because of the brand name. 
Hyundai had priced the new Santro in a sweet spot and according to auto-portals, the product offers excellent value for the price paid. Automobile market success heavily depends on product and service related attributes and less on brand-related attributes. Santro again depends on how the car works and with Hyundai's track record, it will not be a problem for the new brand.