Wednesday, April 24, 2013

Monkey 555 Brooms : Branding a Commodity

Brand : Monkey 555 brooms
Company : Vibhava Industries, Hubli

Brand Analysis Count : # 523



It takes lot of guts to venture into branding a commodity. It requires more than guts to brand your product as Monkey 555. Meet a unique brand " Monkey 555 " - brand of broom sticks which the company sells nationwide. 


I was surprised to see the ad of a grass broom brand on the back-page of a leading Malayalam weekly . The brand name was too loud to be missed by anyone. The offer was buy a broom and get a dust-pan free. This evoked lot of laughter from the ladies at home.

The brand name of Monkey555 is very unique and I am sure there will be some story behind that name however when one starts advertising this brand, it evokes some amount of laughter.There was a period in Indian branding scene where companies used the name of animals and birds as brand names. Eg: Robin Blue, Camel, Kiwi, Lion Dates. Even now firms use such names as Mango , LMN etc so why not Monkey !
Probably this Quirky name may benefit the brand in creating " stickiness" or awareness.The logo of the brand is a monkey sitting on a brand with a broom .  The picture of the ecstatic lady with the broom adds to the fun.All these, although seems funny, makes this brand a little different. Sometimes being funny or quirky is the best way to break the clutter.

Brooms are a  commodity. No one really cares what brand of brooms that they buy. Although I have heard ladies at home complaining about the broom's quality, purchase of brooms were never on brands. Ofcourse, there is a new set of household mops from the likes of 3M which is carving a niche in the market.
In my home state Kerala, the popular brooms were made from Coco- sticks. But increasingly the coco-stick based brooms are being replaced by the grass brooms especially for use inside the home.
Monkey 555 brooms are priced at around Rs 55 which makes it expensive compared to other brooms. The brand has tried hard to convince the customer about the quality of the broom through the copy in the packing. One blogger has written a funny piece on the same ( read here)
Monkey 555 boasts that it is made of the finest " Garo Hill Grass" which refers to the place in Assam and North-East where these grasses are cultivated in plenty. Secondly the brand talks about quality handle which is perfumed !. Monkey 555 also claims to be the largest selling grass-broom brand in India .
What ever said and done, Monkey 555 is a bold move indeed. The brand may be releasing one or two such campaigns ( or ads) but it is sufficient to create the awareness and probably the consumer may chose this brand from the market when the need arises.

3 comments:

  1. Great article... totally agree about brooms being commodities. A good broom could yet set itself apart from the rest though.

    ReplyDelete
  2. Thank you for sharing. Your brand is your company’s most important asset. In the mind of the public, it is who you are and what you stand for.
    - branding company Boston

    ReplyDelete
  3. The challenge is how do you stand apart from the cluttered commodity products dominated by unorganized players. So your message on the brand should be loud and clear- Rakesh Thakur

    ReplyDelete

Your Views are Important. Please share your views as comments.