Source : Current economic statistics and review of the week 2006 EPW
Friday, June 22, 2007
Market Statistics : Retail Sector In India
Source : Current economic statistics and review of the week 2006 EPW
Wednesday, June 20, 2007
Boomer : Boom Boom Boomer
Brand : Boomer
Company: Wrigley's
Agency : Grey
Brand Count : 241
Boomer is targeting kids aged 10-15 . I am little confused about the positioning of this brand because I could not make out the exact positioning strategy. But Boomer focuses on the fantasy hero who helps the kids who land up in the midst of villains. Its a kind of story book fantasy that this brand tries to adopt. The brand has effectively made use of its brand elements like the Boomer Hero and the famous jingle "Boom Boom Boomer". Hence this brands is positioned as a friendly companion for the little customers. The ads of Boomer is another example of Absurdism in Advertisements.
Boomer is an international brand and uses the same Boomer Hero. Worldwide this brand uses the same theme to promote itself.
The brand thus have advantage of its competitor because Babool lacks such powerful brand elements. Boomer is able to catch the attention of kids through various heroic stories of Boomer and that can very often translate to sales. Moreover in the kids confectionery, the product sales now are driven by sales promotions rather than brand. Kids may choose Babool if it offers more goodies than Boomer.
In the highly competitive market for Kid's mindshare , Boomer stands to gain because of the strength of its brand elements.
Company: Wrigley's
Agency : Grey
Brand Count : 241
Boomer is a pure kids brand. When most of the chewing gum marketers are spending heavily on the adult segment with sugarfree variants and outlandish ad budgets and creatives, Boomer followed the kids.
I feel that Boomer now takes the position of BIGFUN which was the best selling chewing gum during my school days. BigFun is currently not in the market.
I feel that Boomer now takes the position of BIGFUN which was the best selling chewing gum during my school days. BigFun is currently not in the market.
Boomer was launched in India in 1995 by Joyco-which is a confecti
onery major from Spain.Boomer actually revived the chewing gum market in India and in 2000 became the single largest brand in the segment with a market share of over 40%. But later the company lost out to Perfetti which redefined the entire confectionery market. In 2005 Joyco was taken over by Wrigley's . Today Boomer is fighting for leadership position with its competitor Big Babool .
onery major from Spain.Boomer actually revived the chewing gum market in India and in 2000 became the single largest brand in the segment with a market share of over 40%. But later the company lost out to Perfetti which redefined the entire confectionery market. In 2005 Joyco was taken over by Wrigley's . Today Boomer is fighting for leadership position with its competitor Big Babool .Boomer is targeting kids aged 10-15 . I am little confused about the positioning of this brand because I could not make out the exact positioning strategy. But Boomer focuses on the fantasy hero who helps the kids who land up in the midst of villains. Its a kind of story book fantasy that this brand tries to adopt. The brand has effectively made use of its brand elements like the Boomer Hero and the famous jingle "Boom Boom Boomer". Hence this brands is positioned as a friendly companion for the little customers. The ads of Boomer is another example of Absurdism in Advertisements.
Boomer is an international brand and uses the same Boomer Hero. Worldwide this brand uses the same theme to promote itself.
The brand thus have advantage of its competitor because Babool lacks such powerful brand elements. Boomer is able to catch the attention of kids through various heroic stories of Boomer and that can very often translate to sales. Moreover in the kids confectionery, the product sales now are driven by sales promotions rather than brand. Kids may choose Babool if it offers more goodies than Boomer.
In the highly competitive market for Kid's mindshare , Boomer stands to gain because of the strength of its brand elements.
Tuesday, June 19, 2007
Brand update : Amul
I cannot resist the temptation of sharing some of the Amul Topicals with You. Enjoy.Related Brands: Amul
Sunday, June 17, 2007
Brand Update : Dove
After building its equity as one of the mildest soaps available in India and having created a small space in the premium segment of soap market, Dove has extended itself into hair care segment.Although internationally Dove has a range of hair care products, officially the range is introduced into Indian market this year.
Indian shampoo market is segmented on the basis of price. The top segment consists of premium brands like Lo'real,Garnier and other imported brands, midsegment consists of popular brands like Clinic, Sunsilk,Lakme,Head & Shoulders etc and t
he lower segment dominated by Sachets and local price warriors.
It is evident that the premium segment was created and dominated by Loreal and Hll feels that it should be having a brand in that segment too. Dove will be pitted against Loreal and is positioned as a premium shampoo with moisturizing properties. The presence of milk lotion acts as the differentiator. The brand takes the strength from the equity of its soap and will be trying to leverage on that strength. The brand uses the tagline " More beautiful hair with every wash" to promote the range.
The extension of Dove to shampoo is an example of brand extension. There are industry experts who say that this extension will fail because the customers can never relate Dove to haircare. I feel that for HLL Dove brand is the best bet to counter Loreal.
Related Brand
Dove
image courtesy :businessline
he lower segment dominated by Sachets and local price warriors.It is evident that the premium segment was created and dominated by Loreal and Hll feels that it should be having a brand in that segment too. Dove will be pitted against Loreal and is positioned as a premium shampoo with moisturizing properties. The presence of milk lotion acts as the differentiator. The brand takes the strength from the equity of its soap and will be trying to leverage on that strength. The brand uses the tagline " More beautiful hair with every wash" to promote the range.
The extension of Dove to shampoo is an example of brand extension. There are industry experts who say that this extension will fail because the customers can never relate Dove to haircare. I feel that for HLL Dove brand is the best bet to counter Loreal.
Related Brand
Dove
image courtesy :businessline
Saturday, June 16, 2007
Head & Shoulders : Making Hair Soft & Dandruff Free
Brand : Head & Shoulders
Company: P&G
Brand Count : 240
Company: P&G
Brand Count : 240
Head & Shoulders is world's No.1 anti-dandruff shampoo. A power brand from P&G , this brand made its debut in India in 1997. In the highly competitive Indian shampoo market which is estimated to be worth around Rs 1800 crore, Head&Shoulders is a major player in the Anti-Dandruff niche. The entire shampoo market is dominated by HLL with a whopping market share of around 46%.
When the brand was launched in India, the anti dandruff market was in its nascent stage and dominated by Clinic All Clear. The high profile launch of Head & Shoulders fueled the growth of this specialty market. Now anti-dandruff segment constitutes around 15% of the total shampoo market. While some reports suggest that Head & shoulders lead this segment, there are no exact market share figures available. My feeling is that Clinic All Clear has a lead over Head & Shoulders.
Head & Shoulders is positioned as a pure play anti-dandruff shampoo and for these 20 years has stuck to this positioning.When the brand was launched, it really gave HLL brand Clinic a run for its money. The brand had carried its heritage as worlds largest selling anti-dandruff shampoo and also maintained a good share of voice. The brand used the Markonym ZPT ( Zinc Pyrithine)Formula which has anti-fungal properties as its differentiator.
But during the 2000, Clinic All Clear outsmarted Head & Shoulders through some very aggressive campaigns. As usual HLL banked on high profile celebrities to endorse this brand. Shah Rukh and Shahid Kapoor and recently John & Bipasha made sure that Clinic All Clear retain its share of mind. Surprisingly during this period, Head & Shoulders kept a low profile.
It was d
uring 2005 that Head & Shoulders began its aggressive campaign to regain the lost market.The brand roped in the bubbly Preity Zinta to endorse the brand. Earlier Ajay Jadeja had endorsed the brand.During this period, the brand also extended its positioning from Anti-Dandruff to "Soft hair + dandruff removing " proposition. The brand also introduced different variants like Menthol, Aloevera, Black, Naturally Clean,smooth & silky to increase the product line depth.
The brand also changed ZPT formula to Vitazinc to support the new positioning. Along with the new brand ambassador, the brand also talked about eliminating 5 problems arising out of dandruff : Flakes,Irritation,Itchiness,Dryness and Oiliness.The new extended positioning makes sense in the new consumer environment where customers are looking more at combo products rather than specialty products.
Although Head & Shoulders has aggressive in the market, it is still lagging behind Clinic All Clear in terms of creative campaigns. Globally, Head & Shoulders had come out with some highly creative campaigns which was not replicated in India by the agency.The brand is now available in a new look and with the aggressive campaigns, the brand hopes to keep its Head High
When the brand was launched in India, the anti dandruff market was in its nascent stage and dominated by Clinic All Clear. The high profile launch of Head & Shoulders fueled the growth of this specialty market. Now anti-dandruff segment constitutes around 15% of the total shampoo market. While some reports suggest that Head & shoulders lead this segment, there are no exact market share figures available. My feeling is that Clinic All Clear has a lead over Head & Shoulders.
Head & Shoulders is positioned as a pure play anti-dandruff shampoo and for these 20 years has stuck to this positioning.When the brand was launched, it really gave HLL brand Clinic a run for its money. The brand had carried its heritage as worlds largest selling anti-dandruff shampoo and also maintained a good share of voice. The brand used the Markonym ZPT ( Zinc Pyrithine)Formula which has anti-fungal properties as its differentiator.
But during the 2000, Clinic All Clear outsmarted Head & Shoulders through some very aggressive campaigns. As usual HLL banked on high profile celebrities to endorse this brand. Shah Rukh and Shahid Kapoor and recently John & Bipasha made sure that Clinic All Clear retain its share of mind. Surprisingly during this period, Head & Shoulders kept a low profile.
It was d
uring 2005 that Head & Shoulders began its aggressive campaign to regain the lost market.The brand roped in the bubbly Preity Zinta to endorse the brand. Earlier Ajay Jadeja had endorsed the brand.During this period, the brand also extended its positioning from Anti-Dandruff to "Soft hair + dandruff removing " proposition. The brand also introduced different variants like Menthol, Aloevera, Black, Naturally Clean,smooth & silky to increase the product line depth.The brand also changed ZPT formula to Vitazinc to support the new positioning. Along with the new brand ambassador, the brand also talked about eliminating 5 problems arising out of dandruff : Flakes,Irritation,Itchiness,Dryness and Oiliness.The new extended positioning makes sense in the new consumer environment where customers are looking more at combo products rather than specialty products.
Although Head & Shoulders has aggressive in the market, it is still lagging behind Clinic All Clear in terms of creative campaigns. Globally, Head & Shoulders had come out with some highly creative campaigns which was not replicated in India by the agency.The brand is now available in a new look and with the aggressive campaigns, the brand hopes to keep its Head High
Thursday, June 14, 2007
Brand Update : Yamaha
This year Yamaha launched yet another bike branded Alba 106. Surprisingly this bike is a 100 cc bike which is an absolute contra strategy because almost all bike marketers are moving away from the 100 cc segment. Alba was launched after the reasonably successful run of Gladiator. But according to reports, Yamaha India is in deep trouble and time is running out for them to give a 
winner. As discussed in the previous blog about Yamaha, it is sad to find an iconic brand now slowly dying.
winner. As discussed in the previous blog about Yamaha, it is sad to find an iconic brand now slowly dying.Alba 106 again is a mass market brand. The brand is once again going to dampen the brand equity of Yamaha which went down the drains with the failures of Crux,Frazer and YBX. What was needed for this brand was a SUPER BIKE and what came was a cropper.
To top it, ALBA 's campaign is one of the worse media campaign I have seen in recent times. The ad surprisingly do not feature the brand ambassador John Abraham. The brand uses the baseline " Got It?" which does not mean anything. The story , the positioning and the USP all missing in the campaign. If the agency feels that Indian consumer will be impressed by showing a tattooed girl and a dude, they are terribly mistaken or they lack commonsense.
Alba 106 fails to convey any sort of differentiation for the product. One print ad says " Ride it if you can handle it" which is a dampener. Another major issue that the brand faces is the failure of the earlier launches like Crux,Frazer etc. Customers who bought these brands are worried about the after sales support. This issue further damages the equity of Yamaha.
Yamaha is again trying wrong medicine to its disease. What it needs is a product like Pulsar that will bring back the confidence of customers back to the brand.
Related brand
Yamaha
Image courtesy : magindia
To top it, ALBA 's campaign is one of the worse media campaign I have seen in recent times. The ad surprisingly do not feature the brand ambassador John Abraham. The brand uses the baseline " Got It?" which does not mean anything. The story , the positioning and the USP all missing in the campaign. If the agency feels that Indian consumer will be impressed by showing a tattooed girl and a dude, they are terribly mistaken or they lack commonsense.
Alba 106 fails to convey any sort of differentiation for the product. One print ad says " Ride it if you can handle it" which is a dampener. Another major issue that the brand faces is the failure of the earlier launches like Crux,Frazer etc. Customers who bought these brands are worried about the after sales support. This issue further damages the equity of Yamaha.
Yamaha is again trying wrong medicine to its disease. What it needs is a product like Pulsar that will bring back the confidence of customers back to the brand.
Related brand
Yamaha
Image courtesy : magindia
Subscribe to:
Posts (Atom)