Tuesday, October 13, 2009

Brand Update : La Opala

It has been a long time since I wrote an update on La Opala. There was nothing special that was happening about this brand till recently. The brand has been very consistent in its brand promotion focusing mainly on the print media.

Recently La Opala has roped in the Bollywood Diva Bipasha Basu to endorse its premium range of Opalware " Diva " . The brand is currently running a TVC featuring the brand ambassador. Diva is a brand for those consumers who are aware of the need to add style to their kitchenware. The brand has the tagline " Fine Art of Dining".

Watch the TVC here : La Opala

This is the first time that a crockery brand has roped in a brand ambassador. The new range " Diva " is a light weight crockery targeting the SEC A & B segment.( Source)
La Opala as a brand is trying to position itself as a lifestyle product rather than plain crockery ware. All its brand communications has been focusing on the " Style " factor. This has made La Opala ,a leader in the Rs 500 crore luxury crockery market. According to news reports, La Opala has around 25% share in the crockery market. Crockery accounts for about 25% of the Rs 2000 crore luxury utensils market.

The presence of a celebrity will definitely increase the brand recall for La Opala. The brand is operating in a market which is dominated by unorganized players and also cheap imports. In such a scenario, any investment in increasing brand recall and share of mind will not go waste.
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1 comment:

  1. Dear Harish B.,

    It is more than 3 years that you had updated your views on La Opala, the brand and had commented how for the first time in Indian marketting history that a crockery brand had roped in a celebrity targeting for wallet and mind share of Sec A and B population.

    Would appreciate your latest update on the brand including your perception of how well has the company managed the brand, whether the ad.campaigns have been able to reward the brand in terms of higher margins/growth rate/brand equity and the mistakes that they committ which they can avoid.

    Eagerly looking forward for your Expert Comment on the subject.

    Thanks in Advance,

    Snehal Dani.


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