Clean & Clear : Clean Clear and Confident

Brand : Clean & Clear
Company : Johnson & Johnson Consumer products
Agency : DDB Mudra

Brand Analysis Count : 344

Clean & Clear is the skin care brand from the house of Johnson & Johnson. The brand was relaunched last month marking the foray of J & J into the highly competitive skin care market in India. Clean & Clear is a global brand of J &J with a presence in over 41 countries.

The brand was initially launched by Revlon in 1957. The name was chosen because the products had no fragrance and dyes and left no residue after rinsing ( source : wikipedia). In 1991 Revlon sold Clean & Clear to J & J.
J&J repositioned the brand focusing more on acne control.

The brand was existing in India long back ( I don't have the launch date). But the brand was languishing because of the lack of support from the company. Infact I have never seen this brand before.

The company has rejuvenated the brand and ads are now running in many TV channels.
Clean & Clear is targeting the teens. The brand has launched a series of products like cleansers, oil and acne control creams. etc .The brand is using the cleansers as the flagship product to attract the consumers. ( source : campaign India)

Clean & Clear is being positioned as a Teen Skincare expert . The campaigns are more functional oriented and the endorsement by Johnson & Johnson further strengthens the brand positioning.

The brand has the tagline " Clean Clear and Confident " which I feel has potential and flexibility for creatives to work on. Infact confidence is a virtue that will attract the attention of Teens. Teenagers has a view of themself as adults. So confidence can be a platform to attract these young minds into this brand. I remember the ad that enabled Lifebuoy 's repositioning where the young girl says " I don't care " ( about my skin ) which is a show of confidence.

Indian skin care market is huge and lucrative. Its estimated that the market is worth around Rs 2000 crore. But the market is crowded with local and global brands. So its not easy for Clean & Clear to break into this market.

What Johnson & Johnson has is the enormous brand equity it has in the Indian market. I would say that the company has not quite leveraged the brand equity to other products. It had earlier burnt its fingers with the brand Savlon which may have prompted the company to focus on the babycare and female hygiene products.

With regard to the Clean & Clear, the brand should associate itself with the core brand values of the parent brand. But have to be careful about not being perceived as a baby's product.

When I visited a supermarket, I found Clean & Clear bottle along with other J & J baby products and not in the personal care section of the supermarket. I think its suicidal for the brand to be kept alongside baby products. In this era of competition there is no space for such mistakes. I had to spent considerable time checking whether the cleanser is for baby or for grown ups . What ever promotion is done, all of which will be useless if the product is not placed properly in the retail outlets.

Marketing to youngsters is a different ballgame. The trick is to induce the trial first. Compared to the Point of Purchase displays of brands like Ponds and Lakme, Clean & Clear is almost invisible in supermarkets. In this market half-hearted efforts will accelerate failures.

J&J has the money , distribution and brand power to make it big in the skin care segment. The brand has done right in identifying teens as the target segment. But its marketing effort is not aggressive enough to push it through the clutter.

Brand Update : Tata Indicom

Tata Indicom was one of the first telecom operators to offer CDMA mobile services in India. Launched in 1996, the brand is the youngest of the lot. Infact it was one the first brands to be analysed in this blog.

In my post on Tata Indicom, I was talking about their launch of India's first prepaid plan with free incoming calls. I was lambasting on the poor campaign promoting the brand.

Indicom has come a long way since my first post on it. Now its one of the major players in the CDMA space with a market share of around 9.1 % in the highly competitive telecom market.

Last month the brand undertook a major repositioning exercise and is trying to position itself in an emotional platform rather than a functional one.

Tata Indicom has been positioned earlier using the " Do more live more " platform. The brand has been investing heavily on this platform with high decibel advertising featuring Bollywood stars - Kajol and Ajay Devgan.

Watch the old campaigns here : Tata Indicom Old

Most of the initial campaigns was of bad taste with unnecessary dramatics and substandard humor. Later the brand mellowed down to a " let me tell you the benefits " approach with Kajol acting as the brand expert. According to Afaqs, the first change in positioning was a result of the change in the ad agency from Mcann to Draft FCB Ulka.

This month Tata Indicom has launched a new campaign and a new positioning.
Watch the new campaign here : Indicom new ad

The new ad is also a result of change in the advertising agency. The account has moved to Contract Advertising.

The brand has now taken a more emotional platform to promote itself. Its a sort of laddering up. The brand is following the strategy of Airtel which has perfected the art of laddering up.

The new campaign of Tata Indicom now talk about " Listening to your heart ". The new campaign shows a small town girl making it big in athletics.

My initial impression about the ad is positive. Its a well made ad and its nice to watch. But when I watched the ad first time , I had a feeling that I had seen this somewhere before.

The concept of Rags to Riches is has been one of the most used positioning platform worldwide. It does strikes a chord but when every other brand tries the same chord, the chord gets broken.

So no Big Idea from Tata Indicom. Its the same bollywood formula in a new bottle. According to Afaqs, Kajol will be used in urban markets while this campaign will be used across the markets. The brand has identified ambitious youth in small towns as the TG. Its a good news since one of my major criticism for Tata Indicom was its inability in identifying the TG.

Rags to riches, defying the odds, David beating Goliath, Small humbling the Big .... These are sure shot recipes to impress the audience. In the execution of the idea, the agency has not let down the brand.

Branding has become an important element in telecom marketing in India. Now we are seeing a standardization of tariffs. Marketers are now trying to retain the customers through emotional connection with the brand. The war is now on two fronts . On one hand, the brands are trying to offer value added services to customers . Alongside the brands are investing in building a connect with the customers.

Tata Indicom was struggling to find a right positioning platform so far . Now they have a reasonable platform to work with.

Consumer Insight #3 : Value

I was at my doctor's clinic when I noticed a quotation by John Ruskin . I was amused because it was different from the usual quotes displayed in a place like a clinic. You typically expect a health related one. But quite the contrary this quote was on marketing.

John Ruskin was not a marketer. Ruskin ( 1819-1900) was an artist, a writer ,a poet, a social critic and a writer. ( source:Wikipedia). I bet he is a enlightened consumer too.

What Ruskin has written about value is no-brainer.
Its pure commonsense but as a consumer we tend to forget this principle.
The quote goes like this
"

It's unwise to pay to much... But it's worse to pay to little.When you pay to much, you lose a little money... that is all. When you pay too little, you sometimes lose everything, because the thing you bought was incapable of doing the thing it was bought to do.The common law of business balance prohibits paying a little and getting a lot.... It can't be done.If you deal with the lowest bidder, it is well to add something for the risk you run.And if you do that, you will have enough to pay for something better."

He adds

"There is hardly anything in the world that some man cannot make a little worse and sell a little cheaper. And the people who always go for the cheapest are this man's lawful prey."

















Although I am a marketing professor, I am a lousy consumer ( my wife's opinion ! ).

I see my self as a bargain hunter and most of the time I have burned my fingers looking for better bargain ( call it price) .

I blame it on my middleclass mindset for being so called value conscious.

But I think its the case with many customers. We tend to make mistakes by not understanding the true nature of value.


Its often greed that camouflage as value or bargain.

In the highly insightful book " It happened in India " by Kishore Biyani ,he says

" There are a couple of emotions that determine shopping behavior. The fundamental of them are greed, altruism, fear and envy. Greed drives a customer to purchase more than what he or she needs. "

What Ruskin says is perfectly true. Its not possible to less and get more... It does not make business sense. But customers lured by never-heard-before offers fall for it. The need for instant gratification is so huge that customers give in to the temptation.

It takes some patience to buy the best quality product because it costs more. Marketers of low priced products make their kill by instilling fear of a possible price hike among the customers .

We see messages like this all the time...
Limited offers !
Buy before price hike !
Offer to close this sunday !
Buy now or regret later !

Going by my experience the additional money (premium) you pay for getting the best product will compensate by giving you the peace of mind..

The doctor charged me a very heavy consulting fees... but I am not complaining.......

I think I am on my way to become a better consumer.

Brand Update : Rexona RIP ( 1947-2008)

So its official, Rexona will be laid to rest. I recently saw a TVC where the ad says Rexona is now Hamam. First I couldn't believe it. Then I searched for the news but there was no information anywhere about this possible brand migration.

Just now I got an sms from my journalist friend that Rexona soap is going to be migrated to Hamam.

The brand was in the life-support for quite a while. The first attempt to kill the brand was during the power brand strategy where Rexona was planned to migrate to Lux. At that time Rexona was launched with Lux milk cream. But after some time, HLL decided not to migrate Rexona. Then I thought that this brand will be rejuvenated. But now is has been confirmed that Rexona Soap is now history.

As a customer I am sad because it was a nice soap. As a marketer, I am upset because such a good brand is being killed. For HUL , the reasons can be many. In this era of cut throat competition, it does not make sense to have too many brands. So the logic is to put your money into those brands which are powerful. Rexona has never been a volume/revenue contributor for HLL.

Another reason is the existence of Rexona deodorant which had a different image compared to the soap. Its in India that Rexona exists in soap category. Worldover Rexona is famous as a deodorant.

It is more difficult to kill a brand compared to launching a new one. There can be issues of managers getting emotional about the brand . Another difficulty is to handle the existing customers of the brand. HUL is hoping that Rexona customers will migrate to Hamam. As a customer I will not migrate because I have a different perception about Hamam.


Rexona deo will be given more focus by the company now that there is no soap variant. HUL has been using imported International commercials of Rexona in India. Its sloppy marketing to import global campaigns into a diverse market like India. HUL had the resources to do it by itself but its trying the short-cut.

So in the FMCG kurukshethra one more brand has been killed. This time by the own company.

Related Posts

Rexona
Hamam

Acer : Life is busy,Acer makes it easy

Brand : Acer
Company : Acer India
Agency : Dentsu Marcom


Brand Analysis Count : 343

Acer is an aggressive brand in the Indian computer industry . The aggressive brand promotion and smart pricing allowed this Taiwanese giant to be among the top five leading computer brands in India.

The Indian personal computer market is lucrative enough to make all the global giants have a presence here. In 2007 around 6.5 mn units of desktops and laptops were sold in India in the Personal Computer segment.

HP is leading the pack with 21 % share followed by HCL with 13 % and Lenovo with 10% ( Economic Times 2007) .

An interesting trend seen in the Indian computer market is the shift of consumer preference to laptops. The aggressive pricing and the snob value of laptops has changed the consumer preference to this product category. In 2007 around 1.27 mn laptops were sold in India.

In the laptop segment, HP is leading with around 37 % market share and Lenovo with 16% share and Acer with 10% share.

Acer brand was born in Taiwan in 1976. From a humble beginning, this brand has become the third largest computer vendor in the world. Acer India was incorporated in 1999 as a wholly owned subsidiary of Acer.

Acer has always been a price warrior in India. In 2000 it stunned the Indian computer market by offering PC at unbelievable prices. From Rs 40,000-50,000 to a price range below Rs 25000.
It was also the first company to bring down the price of servers to Rs 60,000.

The ever value conscious customers were quick to lap up this brand of economical computers.

In the last two years, Indian consumers are witnessing an unusual flurry of high profile brand building in the PC segment especially in the notebook category.

The brand to take the center stage was the market leader HP. The brand roped in Shah Rukh Khan to endorse a range of brand from Compaq to printers. The endorsement along with the " Computer is personal again " campaign boosted the brand equity of HP to new heights.

Lenovo was quick to follow by roping in Saif Ali Khan as the brand ambassador.
According to reports, both HP and Lenovo benefitted greatly by this FMCG model brand building.
Not to be left behind Acer roped in Hrithik Roshan as the brand ambassador and started a high profile campaign for the range of Laptops for both individuals and business owners.

Although Acer was following the herd in roping in Hrithik Roshan, there was another logic behind this 'expensive' promotion.

I personally believe that Acer face the issue of a negative brand perception especially among the urban youth/professionals. The brand is perceived to be a low priced low quality brand and hence usually the brand appeals to those customers who are very price conscious .

Its advantageous to have the ability to sell at a lower price but being perceived as a low price warrior is not good for the brand. I am a strong believer of the principle that price should not be the reason for customers to buy your brand.

Since consumers have the habit of relating Quality and Price together, the brand equity suffers the most. When I searched the web about this brand, I was surprised to find that Acer is considered a pioneer in bringing in latest technology to the consumers. In most of the cases, it is the first brand to launch the latest range of chips and platforms.

When I bought my laptop, Acer was never in my choice set because I thought Compaq is a better brand ( perception). These perceptions can be dangerous especially in the emerging laptop segment where younger consumers also are conscious about the image of the brand.

Acer was the first brand to launch designer range of laptops. It has a Ferrari Laptop range and Gemstone range which was designed by BMW designers. But I came to know of this only when I studied deeply about this brand.

Surprisingly Lenovo which is a Chinese brand was able to position itself as a premium brand despite its secondary association with the country of origin.

It was with objective to enhance the brand equity that Acer launched an extensive brand promotion using Hrithik.

Watch the commercials here : Acer Campaigns

But alas, the money has been terribly wasted ( my personal opinion).
Acer and Parle's Hide & Seek are classic examples of messing up the potential of a celebrity like Hrithik.

Acer's set of campaigns featuring Hrithik reinforces the existing perception of Acer as a so-so brand. I did not like anything about the ad. No positioning, nothing.
The brand has the slogan " Life is busy, Acer makes it easy ". Again nothing to harp on.

For example, in the plane ad, Hrithik makes the noise " any problem, no Acer ekey ?".
Frankly I understood nothing about this stuff ekey. On searching, I found that e-key is a patented technology which enables the customer to have customized settings in the computer.

And again I don't understand why there has to be a song and a dance when ever you have Hrithik ?

Most of the ads are higly melodramatic filmy kind of stuff which is not insynch with a rational product like computers. I think that the agency was really confused about matching the persona of Hrithik with the product.

Having said that , I see some logic in the ads. If the ad is targeted towards a highly price conscious customer ( not the sophisticated ones ) these ads make sense. These group may say WoW at the ads and enjoy watching Hrithik singing about memory and data recovery.

But I feel that Acer has lost the opportunity to build some premiumness around the brand.Lesson has to be learned from brands like Vaio and Dell which has a high level of aspirational value attached to it.
At present, the current campaign may further reinforce the brand Acer among the TG. But its not going to help the brand to reposition as a tech-leader. By not repositioning , Acer is undermining its core strengths .
I see a situation where most of the features of computers getting commodized. In such a scenario, customers may be willing to pay a premium for the brand rather than the features. In such a scenario, Acer may have to struggle hard to extract a premium from the customer.

Consumer Insight #2 : Role of Users

During the monthly shopping for groceries, I noticed that my wife has included Vim bar instead of the Vim dishwash liquid. It was around one year back that we started using the dish wash liquid. And my wife was making positive comments about the utility part of the liquid form .

But strangely she has made a switch this month.The reason was simple : Our new maid servant prefer to use the dishwash soap rather than the liquid. My wife had to oblige.

This throws in a lot of challenges to a marketer. According to the marketing theory , there are different roles that consumer takes in the buying process :
Initiator
Influencer
Decider
Purchaser and
User
Marketing wisdom says that the marketer should first identify the members who play these role, identify the needs of each of these roles and then communicate to each of these roles.

In the above case, it was the maid servant ( user & influencer) who made the homemaker (decider) chose the product form. Dishwash market is worth Rs 600 crore and its crucial for a marketer to understand the dynamics of this market especially in the consumer buying behavior context.

So what does it mean to the marketer of a liquid dishwash product. From my understanding of this product form, liquid dishwash liquid is targeting the middle and upper strata of the society. In the urban markets , there is a chance that the households get the help of the maid servant.

In these homes, homemakers oblige to the demands of the maid servant because they want to get things done. More over there is a perception that maid servants will waste the dishwash liquid. As far as the maid servant is concerned, they are famliar with the dishwash cake and does not want to change.

It is a difficult take for the marketers to influence the influencers/users. Brand managers first has to decide whether it makes sense to target these influencers. Second is to try and communicate with these influencers.
A classic case of such strategy is that of Scotch Brite which tried to reach these housemaids by organizing events and training programs. But does it make economic sense to organize such events on a national scale ?

This type of situations warrant different strategies for these different consumer roles. Marketers of paints, automobile batteries, tires , sanitary wares handle these influencers by having campaigns specifically targeting these members. For example , paint marketers organize special events and sales promotion activities for the painters and architects. Automobile marketers also try to influence the workshops to support their brands.


Dishwash liquids have then a difficult task ahead .
First it has to convince the homemaker that liquid form is better than the cake form. Second it has to influence the housemaids to use this product and not to reject it. Proper use of liquid diswash is essential to maintain the value proposition. Liquid dishwash products are concentrates and if the maid uses more liquid, then the product will no longer be economically viable for the homemaker.