Company : Vanesa
Brand Analysis Count : 404
Denver is a brand from Vanesa - which is a Delhi based company.I presume that this is a
new brand launched recently. Not much information is available in the public domain about the history of the brand or the company.Male grooming market is witnessing a lot of action in the recent past. Most of the cosmetics and personal care majors are eying this segment. The market size for male grooming products is estimated to be around Rs 600- 800 crores ( figures vary from source to source)
Denver is a new brand in this category. The brand has a range of personal care products ranging from Deos , skin care products and perfumes.
The brand has been very active in the media space with regular TVCs and sponsoring programs like Splitsvilla ( MTV)
Denver has many positive aspects going for it. The name "Denver " gives an international image to the brand. The company has done a good job in getting the packaging right although there is a striking res
emblance with the Axe packaging. The brand has attractive design elements going for it. The brand is also reasonably priced at Rs 120 per can.But the greatest let down is its positioning and advertisement campaign. The brand is currently running a tvc in many national channels.
Watch the ad here : Denver
By looking at the positioning of the brand, one can see that the brand has fallen into the stereotyping trap. The theme of girls falling for a man ( who use the deo) is a much "raped " theme. Every brand has used such a theme and for a consumer, watching such a theme based ad is a nauseating experience.
Brands fall into stereotyping because it is the easiest option. You get a girl , little clothes, a dude and a motorcycle and bingo the advertising is ready.
By following the much used path, Denver has forgone a wonderful opportunity to build a space of its own. There is no difference between what Denver, Axe, Wildstone, Setwet are saying. And these brands are spending whole loads of money to bore the consumers to death.
Denver has taken the tagline " Ride Your Luck " but fails to connect the brand with the positioning statement. It takes courage and wisdom to tread the path less traveled. But seldom brands take that big leap.
Hi ,
ReplyDeleteWell i am a bit impressed with your insight, However i differ too. The theory that you explained is certainly true but not in India , as India is a demand over Supply economy and here all the management theories does not work.
recently i met the owner of Denver, and discussed few things about the brand , and surprisingly after there first TVC release they fetched massive sales across the counters which was never expected from the client. they spent around 2 Crores on the TVC and they riped profits more than 20 Crores. even today when its an off season for the product Denver is still making profits better that there last year season time. So i believe u need to follow leaders at time to be recognized. Its simply goes like Gandhi ji' followers earned equal name in history.
See you again
www.fameboxx.com
Saurabh
Hi,
ReplyDeleteI agree that the Denver's advertisement does not differ from other ads. but I think that the main purpose of the advertisement was to let people know that, there is a product named "Denver" in the market.
Advertisement can only help in selling the product at the first point. But I think to sell the product again and again (to the same set of customers), product needs to be good.
And Denver's popularity clearly shows that customers are liking it and are highly satisfied with there purchase.
Piyush
Hi
ReplyDeleteI agree that Denver's TVC is more or less similar to other advertisements. But I think the role of Denver's TVC(at this stage of their product lifecycle)was to let the customers know that there is a new product named "Denver" in the market.
I think that a TVC can help mainly in selling the product at first point.But to make sure the same set of customers are buying the product again and again(i.e. a long-term relation),it is important that the product is actually good.
And after using Denver's deo and looking at its popularity, I am highly satisfied with Denver.
I hope that company will do the needful to build it a strong brand.
Piyush
Hi
ReplyDeleteI agree that Denver's TVC is more or less similar to other advertisements. But I think the role of Denver's TVC(at this stage of their product lifecycle)was to let the customers know that there is a new product named "Denver" in the market.
I think that a TVC can help mainly in selling the product at first point.But to make sure the same set of customers are buying the product again and again(i.e. a long-term relation),it is important that the product is actually good.
And after using Denver's deo and looking at its popularity, I am highly satisfied with Denver.
I hope that company will do the needful to build it a strong brand.
Piyush
Recently I visited India International Trade Fair 2009; there also the company was promoting itself in a very decent manner.
ReplyDeleteThe Company has been successful in product packaging and even the pricing of the product - DENVER.
But somehow I feel that the positioning of the product has not been done properly. Brands like AXE – from House of UNILEVER, have been successful in positioning themselves. The AXE deodorant focuses in “THE AXE EFFECT”. AXE Brand was launched in 2002 in US market and was a major hit by 2004. AXE spreaded the message of AXE Effect in which the target audience of AXE is MALES (between the age of 15 yrs- 30 yrs) who use AXE, gets attention from women, resulting women getting attracted to them. Thus AXE’s positioning strategy has not only given the product a UNIQUE IMAGE but also COMPETITIVE ADVANTAGE & also convinces consumers in buying the product.
This positioning element was missing in DENVERs approach.
Pushkar Gogia
MBA,IIPM
coming to talk of denver deo ads, you need to see the below!
ReplyDeletehttp://junksortie.blogspot.com/2010/05/denver-deo-i-know-your-inspiration.html