Brand Update : Horlicks

Horlicks which had a wonderful growth phase ( 12.8 %) in 2006 has stepped up its gas on the marketing front. The last few months saw this 138 year old brand is building on its successful positioning " Taller Stronger Sharper " . Horlicks is currently running a campaign encouraging the customers ( Kids) to take Horlicks EVERYDAY.

Watch the commercial here : Horlicks Everyday

The commercial is a logical extension of the Epang Opang Japang campaign which highlighted the benefits of the brand and helped the brand to differentiate strongly from the competition. The brand also takes the medical platform by labeling the product as " Clinically Proven ". Now that the brand is sure that customers are aware and convinced about the efficacy of the claim, the brand is trying to induce the customers to take Horlicks everyday. I feel that the brand managers got some insights about the non-regular usage of Horlicks because the message of the campaign focuses specifically on the brand usage. In marketing theory we talk about a strategy at the maturity stage of PLC is to increase the product usage. This campaign is a small example of pushing the occasional drinker to a more regular user.
This also throws light into the fact that a brand has to be careful about the customer usage patterns. Horlicks has convincingly told the customers that the brand can help the kids become stronger taller and sharper. But there is a catch, these results will happen only through a continuous usage of the brand. Hence the campaign is a subtle reminder that Horlicks is not a wonder drug.
Its interesting to note that globally this brand is positioned not as a good nourisher but as a drink that will give you a goodnight sleep.

Related Brand
Horlicks

Milkmaid : Makes Everything Tempting

Brand : Milkmaid
Company : Nestle
Agency : Publicis

Brand Analysis Count : 275

Nestle Milkmaid is the market leader in the Rs 150 Crore condensed milk market in India. Milkmaid is a heritage brand which was imported to India from the time Nestle started its operations 90 years ago. It was in the year 1969 that Nestle started manufacturing this brand in India.
Milkmaid is partly Skimmed sweetened condensed milk. This is a popular ingredient in sweets and delicacies and desserts prepared at homes. Milkmaid has more than 55 % share in the organized condensed milk market in India.
Milkmaid is positioned as a premium brand and is promoted with the tagline " Bana De Everything Tempting " ( Makes everything tempting). The brand is positioned as the inevitable ingredient in all home-made delicacies.

Milkmaid although was a market leader, the brand faced issue of product usage. There were certain factors that inhibited the product usage : price and convenience . Milkmaid was a premium brand and the shelf life of the product was limited , hence the affordablity of this brand was limited. Another factor was that many households were unaware of the use of Milkmaid other than as an ingredient in sweets and desserts.
The brand tried lot of promotional activities to increase the usage of the brand. The brand was promoted heavily through visual media and through cookery shows, the brand tried to educate the customers on the various recipes with Milkmaid.
The brand also came out with a package innovation. The brand created a variant Milkmaid Squeezy which was the tube form of Milkmaid. The purpose was to use Milkmaid as a topping for biscuits and breads.
Milkmaid faced intense heat of competition when Amul launched Mithaimate brand in the market. Mithaimate was priced much lower to Milkmaid and this forced Milkmaid to reduce the price to match the Amul brand.With the lower price, Amul was giving Milkmaid a tough fight for the marketshare.

This year saw a unique move by this bramd. Milkmaid has comeout with a brand extension. Milkmaid has recently launched Milkmaid Funshake : a fruit flavored milk targeting kids. The marketers predict a huge growth in the ' Alternate Milk Category " in the coming years. I think that Nestle had earlier tried out a Milkshake version of Nescafe but with little success. It was little surprising to find a brand like Milkmaid extending itself to a milk shake category. The ads are already on air. Funshake is available in Mango , banana and Chocolate flavor and comes in a tetrapack. The message is similar to Nido. The ad shows kids crying when their mothers try to give them ordinary milk and then seen enjoying taking Funshake. Old message and nothing new in execution .
In my personal opinion, Nestle needn't have sought the extension of Milkmaid for this product. Funshake could succeed as a standalone brand. By associating with Milkmaid, Funshake is not going to gain any positive association.
Milkmaid is facing two challenges now. One arising from the price war from Amul and host of other competing brands and second is to make the category popular in households. In this era of Sachets and single use packs, I wonder how Milkmaid miss out of small packs ?

Fevistik : Clean Sticking

Brand : Fevistik
Company : Pidilite
Agency : O & M

Brand Count : 274

Fevistik is a brand extension of Fevicol. But I feel that it is a good case of customer centric innovation. Fevistik is the market leader with over 90 % market share in the Rs 35 crore Glue stick market in India. The brand was the first one to introduce the glue stick product form in the country. This innovation has changed the entire segment.
Before the introduction of Fevistik, the glue was in the liquid form. The glue used in the office aswell as at school and home came in the ubiquitous blue glue- bottle. It was messy and non user friendly. Them came the glue in the tube form which was much more user friendly than the bottle version. The tube product form was an instant hit.
I was filled with Awe when during my student days ,I got the first glue stick gifted to me by a Gulf Returned relative. The brand was Pritt. I used it scarcely and wondered when an Indian brand will introduce it.
Although Fevistik was the brand that introduced this product form, the credit of innovating this product goes to the brand Pritt owned by the Henkel group. Pritt invented glue stick in 1969. Fevistik is the Indian version of Pritt. Globally Pritt is the market leader in the adhesives category.
Fevistik is targeting both the students aswellas the office segment. The brand ( extension ) has been promoting through separate campaigns aimed at both segment. Another innovation from Fevistik is the small pack named Fevistik Pocket priced at Rs 10. Fevistik is available at many SKU's of 8 gm, 15 gm and 22gm tapping the various user segment.
The brand has the following features :
Easy to use
Non Messy or Clean
Excellent quality
Good brand image and secondary association with Fevicol
Safe for Kids.
Although a small brand , Fevistik is an example of customer centric innovation. This brand has changed the dynamics of this product category and changed the way customers use this product. Fevistik has removed many issues that customers faced when using glue. Customers used to find their papers becoming messy when using liquid glue, the hands used to get dirty and most often the applicator fixed on the cap of the glue bottle used to fall inside the bottle . Now at one stroke, Fevistik made things easier for the consumer. The storage of this product also became easier. And I think even the shelf life became more with this product form. One innovation which I would like to see in Fevistik is Scented Stick. Still in India, the glues are not scented ( Although we seldom smell the glue . I still remember the Pritt was a scented one and was a surprise feature for a glue.
Another interesting fact I noticed on the Fevistik is that it is not manufactured in India . The pack which I have in my office right now is imported from Korea. That makes this small brand a global one....
It is not that Fevistik is riding on top of the world. Competition is intense with all major stationary marketers have their own brand in this category . An for a product like this, I feel that customers are not brand loyal . If Fevistik is not available, customers will chose either Camlin or any other familiar brand. Hence keeping a strong distribution and a healthy inventory at the retailer end is crucial for this brand.

Marketing Funda : Brand Rituals

A Ritual is defined as the combination of rites and rite is defined as a ceremonial act. According to BBDO rituals are defined series of actions that move people emotionally from one place to another.Rituals are sequences that are developed over time. Rituals are usually used in religion. We perform many religious rituals and some of these becomes an integral part of our life.

Brand ritual is the performance of an act by the consumers as defined by the brand ( Owners). These days brand rituals are a common strategy adopted by marketers. Some rituals become a part of our behavior over time.
A classic case of such a ritual is the checking of breath . The Ha Ha which we do with our hand was taught by Close- Up. The ritual in breaking the Kit Kat wafers is another successful brand ritual.
A global brand known for the ritual is that of Corona beer, the beer is to be taken through a lime kept at the neck of the bottle. Another famous one is the James Bond induced ritual for Martini " Shaken not Stirred" .
Not all brand rituals are successful. Munch is trying to recreate the success of Kit Kat with no success. Horlicks is also trying out a similar Hip rotating ritual.The latest Pepsi My Can also features a special way of holding the can which can be termed as a ritual.
Rituals are used as a brand element because of its stickiness effect. A popular brand ritual can make the customer remember the brand and stick to it. The ritual also involves the customer with the brand. It also creates a pattern in the consumer's mind which can trigger loyalty.

Another important advantage of brand rituals is that it acts as a differentiator. When product features become standardized, marketers look for non feature differentiation. Brand rituals often differentiates the products from the rest.

Marketers has to be careful while creating brand rituals. Some important guidelines for an effective brand ritual are given below:
Brand rituals should be

Simple : Complex rituals are failure for sure. Consumers should be able to do the ritual easily.
Relevant : Although this is not a rule, rituals will work better if its relevant to the brand.
Fun : Customers should enjoy performing the ritual.
Consistent : An important factor in the success of a ritual. Once the ritual is finalized, the marketer must ensure that there is consistency in promotion of the ritual.
Meaningful : The customers are not going to own a ritual unless it makes some sense for the customers.
If carefully created , brand rituals can be a powerful brand element. The ritual can be a double edged sword, if not created properly , the ritual can often diminish the brand's equity too.

Brand Update : Frooti

Frooti has been running a new campaign these days. The new campaign is significant because it reflects the return of the original tagline of Frooti " Mango Frooti , Fresh N Juicy ".

Watch the Tvc here : Frooti
Remember that Frooti had earlier changed the tagline to " Piyo Bindaas " . The new campaign gives the message that India has changed but the favorite fruit juice drink is still Frooti. Frooti has been facing lot of competition these days from brands like Maaza. With global beverages majors turning their attention to Non cola drinks, Frooti has the challenge of retaining its current market.

According to a report in Agencyfaqs, the brand is aiming to target the youth ( 15-24) which is considered one of the most toughest class of customers in India. The new campaign is the beginning of an image makeover of this heritage brand. Frooti has a strong customer base among kids. But with the TG growing up, the brand has the tough task of being relevant. The brand has also launched a below the line promotional series " Thank you Mango Lovers" .The campaign aims to express the brand's gratitude to both the trade and consumers for its support over these years.

I like the fact that Frooti has realized the need for a change and its a difficult task that it has undertook. I also like that Fresh N Juicy tagline is back. Somethings never change.......

Related Brand

Frooti


Source : agencyfaqs

Celebrations : Riste Pakne Do

Brand : Celebrations
Company : Cadbury's
Agency :Contract Advertising

Brand Count : 273

Celebrations is a unique brand. Actually Celebrations is a collection of brands which makes it more special. Celebrations is the gift packet from Cadbury's having an assortment of its chocolate brands like Dairy Milk, 5 Star, etc. In a lighter vein,using a brand Cadbury's is trying to sell a collection of its brands.

Celebrations is unique because its the first time that a organized confectionery brand is trying to cater the festive gifting segment on a mass market scale. Please note that Amul has built its chocolate brand using the positioning " A gift for someone you love " . In the case of Celebrations, the segment is different.

Celebrations was launched in 1990. During these 17 Years, Celebrations was focusing on Occasions like Raksha Bandhan, Diwali etc. The brand was trying to capture a slice of the market which was dominated by traditional Mithai and dry fruits.
This year, Celebrations is trying out a new strategy. From occasion focus , the brand is trying to look at segments outside the festive seasons. The reason is that Occasions limit the usage of the brand. People never look at the brand during non-festive seasons. Hence the brand loses relevance during non festive seasons. One option for the brand is to increase the occasions of usage of the brand ( example of Archies Cards popularizing various occasions of giving Cards can be noted in this scenario).
Here in the case of Celebrations, the brand moved out of festive based gifting to Social Gifting. That is a complete repositioning that the brand has embarked upon.
The new exercise is based on certain consumer insight. The company research has shown that usually gifts are hurriedly pulled out , dusted and rewrapped. That is the reason why we get so many Glass sets, clocks, casseroles. Most of the gifts are insincere. There can be many reasons for this - lack of time, lack of choices, forgetfulness etc.
Thus from this insight, came the big idea : why not position Celebrations as an effective Any Time Gifting Option. A gift which is sincere and easy to select.
The brand is now running a heavy duty promotion for the brand in the visual media.

Watch the TVC here : Celebrations
The ad is well made and the concept is simple : An insincere gift going full circle and coming back to the people who gifted it.The ad uses the song from the film Tohfa to great advantage. The brand is trying to tell the customer to chose Celebrations because it is a sincere gift. Ultimately the brand is positioned itself as one that facilitates strong relationships.

So a big idea backed by good advertising. Will it work ?
There are danger zones. The brand is trying to alter the social gifting behavior of the Indian customer which is not easy. Giving flowers and gifts are the accepted norm but will the Indian consumer accept Sweets as a Social Gift is something to watch out for.

For sweets / chocolates as gifts, there are premium foreign brands like Ferrero Rocher, Hershey's and Lindt already available in the market. Cadbury's is never considered as an "Aspirational " brand because it is affordable . And consumers are going to think " What will he think when he finds out that the gift is Chocolates ? "
Guess who wins the race ?

Clock or Celebrations ?
Tea set or Celebrations ?
Curios or Celebrations ?

Although I am skeptical about the success of this initiative, Celebrations is definitely a relief for me as a consumer, now there is an easy choice. This gift is useful when visiting a a friend who has kids. For giving it to adults ...... I need some more convincing.