Brand Update : Kur-lon

After repositioning itself as a home decor brand, Kurl-on is back again focusing on its core product : mattress. The brand is now running a campaign focusing on the mattresses.
Watch the TVC here : Kurl-on
I like this ad because it is simple straight forward and excellently executed. This is a reminder ad to create brand awareness for Kurl-on. You will yawn after seeing the ad.
The new campaign makes sense because there can be a dilution of the of Kurl-on's association with mattresses since it had ventured into related products. So once in a while , the brand has to remind the customers about its main product.
From the beginning itself , Kurl-on had positioned itself as a sleep enabler. The new campaign is an execution of a smart execution of a simple idea.

Related brand

Kurl-on

Transitions : Healthy Sight in Every Light

Brand : Transitions
Company : Transitions Opticals


Brand Analysis Count : 292

Transitions is a niche brand in the 1200 crore Opticals market. Transitions is a pioneer in plastic Photochromic lens market worldwide. The company launched the first commercially viable plastic photochromic lens in 1990 . Transitions optical is a Florida based company formed as a joint venture between PPG Industries and Essilor. The company besides selling Transitions brand of lenses also supplies the technology for leading eyecare marketers across the world.

Transitions lenses are plastic photochromic lenses that automatically adjusts with the changing light conditions. It becomes dark as sunglasses when there is bright sun and become plain when the light is low.
Transitions began its operation in India in 2006 and this year the brand has decided to become aggressive in the Indian market. India is predominately a glass lenses market with a market size of over 75 mn pieces sold every year. The market is moving towards plastic lenses which offers a huge potential for a brand like Transitions.
Transitions is running a campaign in the visual media these days. The brand is positioned on its UV blocking attribute. The ad talks about the danger of exposing to ultra-violet rays and highlights the flexibility of usage of Transitions in various light conditions.
Watch the Tvc here : Transitions
The brand is positioned as an everyday eyewear and helps the customer to do away with having two spectacles ,one for indoor and another for the outdoor. Transitions use the tag line " Healthy sight in every light " true to the positioning of the brand. Priced upwards from Rs 1800, the brand is targeting the premium segment of customers.
The brand is facing an interesting problem in the consumer behavior front. A research by the company showed that Indian consumers spent 65% of the time selecting the frame and only 35% in choosing lenses. Hence the buyer behavior focuses very much on the style rather than the lens. There is again an issue with the branding of lenses. Lenses is still a commodity business and the branding only have just started.
What is making Transitions excited about Indian market is the growing population of IT professional who work across different time zones . The growing cases of VDU syndrome , Computer related eye problems have opened up a huge market for such lenses. These new work related diseases have increased the demand for anti-glare and photochromic lenses.
Transitions has been able to identify the emergence of a new market for branded photochromic lenses in India. The brand faces the competition from unbranded lenses but thee opportunity is too good to resist.
source : FE, Businessline

John Miller : Good Looking Rascal

Brand : John Miller
Company : Pantaloon
Agency : Publicis

Brand Analysis Count : 291

John Miller is a brand which is a decade old. This mid-priced executive apparel brand came into existence in 1995. The brand at that time was the logical extension of the Pantaloon in the executive segment.
The millennium changed the Pantaloon group from a apparel marketer to a retail giant. Hence all the brands of Pantaloon became private labels of Future Group. The early days of the retail initiative of Pantaloon focused more on the groups expansion of retail stores. Now time has come for this group to foray into private labels.
According to Kevin Lane Keller , Private Labels are products marketed by retailers and other members of the distribution chain.Private labels are called store brands when they actually adopt the name of the store itself in some way.
Future Group had identified seven brands to be promoted in the apparel category. One being John Miller. Globally Private labels are priced lower and is sold on the platform on value. While much of the promotions are done inside the store, there are private labels which are promoted aggressively through mass media.
John Miller is one such brand that is now making lot of noise in both print and in television.
Watch the TVC here : John Miller
This is poorly executed ad with an idea that has been used by different brands from time immemorial.
John Miller is being positioned as a value brand in the executive attire segment. The ad uses the statement " Good Looking Rascal Makes it Look Easy " to position the brand personality as a naughty achiever who gets things done . The brand uses the tagline " makes it look easy " . Its the first time I hear a brand calling its user RASCAL .
The brand can try the following descriptions for the brand user in the next campaigns :
Good Looking Bloody Fool
Good Looking Asshole
Good Looking *@#$%

The brand could have devoted some effort to find a better idea to position itself. Priced at a range of Rs 300- 600, John Miller is an attractive option for value buyers. If the brand is able to keep its quality level reasonable, John Miller can be a tough competitor for brands like Peter England. The brand is now available in the Big Bazaar chain and also on its online store .
John Miller can be called as the first Indian private label to embark on mass media campaigns. With its retail formats expanding at a massive pace, John Miller is a brand which will go places.

Source ; brand reporter

Brand Update : Colgate

Colgate celebrates October as Oral Health Month. This is a unique example of a brand embarking on strong value system. Colgate has long been positioned on the oral hygiene platform. Strong teeth and prevention of tooth decay has been the main communication points of this brand. To further reinforce this positioning and also to demonstrate the brand's commitment towards society Colgate observes October as the oral health month.

This initiative was started in October 2004 and has grown in size and depth. Now this initiative covers 175 cities across 19 states and touches 250 rural areas across the length and breadth of India. During this month, the brand organizes free dental camps for oral checkups. Colgate also sponsors various initiatives to educate the masses about proper oral hygiene.
This year Colgate further expanded the scope of this initiative by an attempt to touch the young urban audience . Colgate for the first time tried an animated viral campaign aimed at youngsters. The brand uses a fictional plot involving a dangerous new species Germosaurus which evolved from the germs that causes tooth decay.
Watch the campaign here : Germosaurus
Whether the new campaign had the desired effect or not, one has to appreciate a brand to take up a worthy cause.
Colgate has set a grand vision for itself. The mission aims at ZERO tooth decay. The brand is trying to promote this vision through various initiatives in partnership with Indian Dental Association. This is a variant of cause marketing. Cause marketing is defined as the process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specific amount to a designated cause when customers engage in revenue providing exchanges that satisfy organizational and individual objectives. Another jargon to define this initiative is Corporate Societal marketing. I call it a variant because a customer does not have to buy Colgate inorder for the brand to conduct these programs.
Such initiatives of brand offer many potential benefits:
a. Building brand awareness
b. Enhancing brand image
c.Establishing brand credibility
d.Evoking brand feelings
e. Creating a sense of brand community
f. Eliciting brand engagement
g. Humanizing the firm.
( Source : Strategic Brand Management by Kevin Lane Keller)

Colgate has been a consistent topper in the Brand Rankings throughout the world. The reason behind a brand sustaining its world leadership position is that it had identified a much nobler cause than the usual market share numbers.
Its a lesson for all marketers to learn....... Do your brand have a vision for the society ?

Chandrika : Best Soap Nature Can Offer

Brand : Chandrika
Company : Wipro
Agency : FCB Ulka

Brand Analysis Count : 290

Chandrika is a heritage brand. The brand came into existence in 1940. This hand made ayurvedic soap owes its existence to the founder C.R Kesavan Vaidyar who identified the potential for an ayurvedic soap way back in 1940.
From a humble beginning, the brand has come a long way withstanding the test of time. Its a brand that has survived all these years without changing any of the marketing mixes. Now after 6 decades, Chandrika is changing .

Chandrika is a 28 crore brand and has a loyal customer base in the southern states like Kerala and Tamilnadu. The brand was manufactured and marketed by SV Group till 2004. In 2004, Wipro acquired the marketing rights of this brand after a protracted battle with other suitors like Marico.
Chandrika all through these years has been positioned as a traditional ayurvedic soap gifted by nature. The brand differentiates itself from other ayurvedic soaps with its 7 essential oils
Orange oil
Patchouli
Cinnamon leaf
Wild ginger
Sandalwood oil
Lime peel
and Coconut oil.
The brand boasts of being made from pure coconut oil which comprises of 70% of its ingredients.
Chandrika is a handmade soap which is 100 % vegetarian. The brand faces competition from the likes of Medimix and Jeeva together with host of natural soaps and its variants.
The brand has been promoted reasonably well through various media in South India, but the campaigns were ordinary . In the marketing front, Chandrika never was an aggressive player. I think that the company was happy with the sales and loyal customer base it had. Moreover ayurvedic soap market was small and was not growing enough to warrant a change in any of the marketing mix elements. The brand did not even bother to change the packing for a long time.

However 2000 saw a rejuvenation in the ayurvedic soap market. There was a sudden interest from consumers towards green products. Now the ayurvedic soap market is estimated to be Rs 227 crore( Businessline). The increased customer interest has bought in many new players in the ayurvedic soap market. New brands like Jeeva began aggressive promotion which forced older brands like Medimix to sharpen their marketing strategy. This market also made some big companies looking for acquiring brands to gain a foothold in the ayurvedic soap market.

The owners of Chandrika chose to sell out this brand than to fight the competition. The sale of Chandrika was a messy affair with legal battle between Marico and Wipro. At the end the war, Chandrika was acquired by Wipro. The one factor that made Chandrika attractive to suitors was its quality product properties. Wipro felt that Chandrika had qualities which are scalable to a national market.

There was a visible change in the brand after Wipro took over the marketing . Although
Wipro was careful not to tamper the product attributes, the brand changed the shape and packaging. Original Chandrika was in the cake form ( rectangular) while the market was moving towards the oval soap form . Chandrika changed to oval form and the packaging was made more contemporary. The oval shape helps the soap to dry quicker thereby lasts longer. These moves were of important significance because most of the time traditional brands fail because it does not change with times. Hence the first task of Wipro was to make the brand contemporary.
Along with the cosmetic changes , the brand was relaunched with a new positioning.
Watch the ad here : Chandrika
The challenge before Wipro was to make this traditional brand contemporary without losing its core values. The brand was stagnant hence had to attract new users especially the new generation. Then came the big idea. Chandrika took the two qualities : Natural and Exotic as its core brand values. Then came the challenge to communicate this values to the customers. The brand chose to use the brand imagery of a SPA to convey the new positioning. The big idea is to equate the bathing experience with Chandrika to an oil bath at a SPA.
The experience of a SPA is unknown to majority of Indian consumers. Most of use have seen it in TV but may not have visited a SPA. Hence the new equation with SPA takes this traditional brand to an aspirational level. In order to communicate this new positioning, the new ad had to have an ideal imagery. The agency chose the luxurious Pangkor Laut Spa Resort in Malaysia as its location for the ad.
Along with the new campaign , Chandrika also introduced a line extension - Chandrika Amrutham. The variant has an innovation in the form of an aromatic oil that comes with the soap. The soap and the oil opens the pores of the skin and gently cleanses the skin and thus creates a feeling of freshness. The brand which claims to have 18 herbs is positioned as a soap that gives complete freshness for body and mind. Although the variant sounds interesting, it has not clicked in the market because aromatherapy is not yet popular in India. Further the combination of soap and oil is new . But after reading about the variant, I feel that there is lot of potential for this variant if heavily promoted.

In the early nineties, the ayurvedic soap market was in shambles because of price offs and cheap products. A shift in consumer tastes has bought in more serious non- price attributes to gain importance in this market. Wipro has " applied thought " on this brand and the result is evident in way this brand is promoted. Within a few years, Wipro was able to rejuvenate this brand and made it more contemporary. The brand has already running a new campaign these days. Its happy to see a traditional brand morphing to a new young brand.

Bournvita : Do You Have Bournvita Confidence

Brand : Bournvita
Company : Cadbury's
Agency : O&M

Brand Analysis Count : 289

Bournvita is a power brand. Bournvita was launched in 1948 and is one of the oldest brand in the malted beverages segment. The brand is a market leader in the Brown health drink segment with a market share of over 17 %.
This is a brand that has sustained over time and competition. Cadbury's - true to its reputation has managed to sustain this brand over these years. The brand has sustained because of Cadbury's invested in the brand and also ensured that the brand changed in tune with the times.
Bournvita is a chocolate flavored health drink. When the brand was introduced in the market, it tried to solve a perennial problem that mother's face : a need for a healthy food which is tasty. Bournvita offered that unique combination of health and taste.
Its also interesting to see how this brand has evolved over these years.In 1970s t he brand was positioned as a product that helps in good upbringing. The brand used the tagline : Goodness t hat Grows with You.
During 1980's the brand changed its focus from Upbringing to Intelligence. The tagline was changed to : Brought Up Right, Bournvita Bright.
In 1990's the brand felt that it should be focusing on the overall health of the kid thus changed its focus on Body and Mind. The brand also took Energy as a main focus and thus evolved the famous VO ( voice over) : "Bournvita has proteins, minerals and carbohydrates" . Along came the famous tagline : Tan Ki Shakthi , Man Ki Shakthi.
During 1998, the brand faced intense competition from Milo from Nestle. At this time, the brown health food drink segment was facing issues of stagnation because of lack of value addition. Bournvita then changed its positioning on the health platform. The brand used a marconym RDA ( Recommended Dietary Allowance) to reinforce the health positioning. The brand used a clever Nutritional meter to communicate the RDA formula : 2 cups of Bournvita for balanced nutrition.
The brand also set up a Bournvita Nutritional Center where nutrition experts recommended the right RDA percentage to kids. The brand at that time used the cricketer Ajay Jadeja to endorse the brand. The brand also harped on the taste and used the tagline " No Bournvita No Milk " to reinforce the taste attribute.
In the current millennium, the brand has moved to the next level. In the typical laddering Up strategy, Bournvita has identified Confidence as its Core Brand Essence. The brand realized that every kid have a chance to excel in his chosen field of endeavour if he have confidence . The realization has enabled the brand to chalk out the current marketing strategy. The brand now uses the tagline " Do you have Bournvita Confidence ".
In the Brown beverages segment, Bournvita faces intense competition from Boost. In order to defend the leadership position, Bournvita has invested heavily in product development, advertising and sales promotion. In the product development front, Bournvita had significantly changed its packaging and the latest pack is inspired by Boost. Along with packaging changes, the brand also had comeout with a new variant : Bournvita Fivestar Magic. The new variant has the unique chocolate with caramel flavor of Cadbury's Fivestar. The brand is using the brand association with Five Star as a key differentiator.
All these years, Bournvita has used taste as a consistent theme to attract the kids. The Five Star Magic variant further reinforced this positioning.
In the advertising campaigns, Bournvita has always been a heavy spender. When I am writing this post, Bournvita is running two different campaigns for Bournvita : one campaign for the Bournvita Fivestar Magic and another one featuring Bournvita Confidence Academy.

Bournvita Confidence Academy is not a School but a reality show. The show which premiered on July 2007 in the Pogo channel is different from the usual reality shows . The show features 7 kids who have exceptional talents in various fields like dancing, racing, singing, magic, studies etc. In the reality show , these kids to act as Gurus and is expected to teach each other skills . So you have a magic whizkid learning to sing. The point is that "You Need Confidence" to venture into unknown fields.
Bournvita Confidence Academy is not the first event that this brand associates with. Bournvita Quiz is the longest running quiz show in Indian Television .
In the sales promotion front also , the brand was active with its share of freebies and gifts . The association with Cartoon Network enabled this brand to use the famous characters like Powerpuff girls and Dexter to the brand's advantage.
As a marketer, I feel that the latest focus on Confidence is a smart move by the brand. Its arch rival Boost has built itself on the energy platform and recently has gained headway using Sachin. Hence to counter Boost, Bournvita needed to own an important differentiation point. Confidence is something that every kid look forward to. By featuring real whiz kids , the brand has been able to create an impact in the TG. But the challenge that Bournvita faces is not from Boost but from the Consumer Promotion trap that both these brands have fallen into. Now most of the sales are decided by the promotional gifts and freebies than the actual efficacy. Since mothers are happy whether the kids drink either of these , brand loyalty has become a thing of past in this segment.
Source : Cadbury website, agencyfaqs.com