Wednesday, January 28, 2009
Best Marketing Practice : Creating Consumer Centric Innovations
Read my article on consumer centric innovations in Adclub bombay Website : Creating consumer centric innovations
Tuesday, January 27, 2009
Brand Update : Ford Ikon
After nine years of Joshful existence, Ford has relaunched Ikon. Ford Ikon has been given a new life, a new look, a new engine and a new positioning.
Last November, Ford Ikon was relaunched with a Dura Torq TDCI diesel engine. The brand was earlier available in petrol only . The diesel version of Ikon will appeal to the consumers who worry about the fuel prices.
Besides the diesel engine , Ford Ikon also sports a new look and spruced up interiors.
The positioning also have changed. The Ikon now ceases to be a Josh Machine. The brand has replaced its " iconic " tagline "Josh Machine " with a new tagline " Sensible Bhi, Crazy Bhi "
Watch the new campaign here : Ford Ikon
I was a big fan of the Josh Machine tagline. It was a simple but a very effective positioning statement. It reflected everything that the brand stands for.
It is true that the brand has become older and dated. The brand needed new energy. But the new campaign is definitely anything but Josh. The idea is old and the execution average.
One of the reasons why Ford Ikon's position deteriorated in the market was because the brand never reinvented itself. There was not much happening with the brand . The brand off late became complacent in promotions. There was no campaign which was worth remembering in the last 5 years. The brand could have kept the energy by constantly promoting itself. But Ford adopted a strategy of milking this brand without investing much on the promotions.
Remember that there is no other Indian car brand which is positioned as a Josh Machine. By forgoing such a powerful statement, Ikon has just lost its Josh.
Related Brand
Ford Ikon
Last November, Ford Ikon was relaunched with a Dura Torq TDCI diesel engine. The brand was earlier available in petrol only . The diesel version of Ikon will appeal to the consumers who worry about the fuel prices.
Besides the diesel engine , Ford Ikon also sports a new look and spruced up interiors.
The positioning also have changed. The Ikon now ceases to be a Josh Machine. The brand has replaced its " iconic " tagline "Josh Machine " with a new tagline " Sensible Bhi, Crazy Bhi "
Watch the new campaign here : Ford Ikon
I was a big fan of the Josh Machine tagline. It was a simple but a very effective positioning statement. It reflected everything that the brand stands for.
It is true that the brand has become older and dated. The brand needed new energy. But the new campaign is definitely anything but Josh. The idea is old and the execution average.
One of the reasons why Ford Ikon's position deteriorated in the market was because the brand never reinvented itself. There was not much happening with the brand . The brand off late became complacent in promotions. There was no campaign which was worth remembering in the last 5 years. The brand could have kept the energy by constantly promoting itself. But Ford adopted a strategy of milking this brand without investing much on the promotions.
If you ask any one about Josh Machine, you will never get a wrong answer. The brand and the tagline was heavily associated and remembered. If this tagline has to be replaced, the brand should have replaced it with an equally powerful positioning statement. "Sensible Bhi, Crazy Bhi " is nothing but a boring tagline. The brand also just lost its core positioning of a sporty car.
Remember that there is no other Indian car brand which is positioned as a Josh Machine. By forgoing such a powerful statement, Ikon has just lost its Josh.
Related Brand
Ford Ikon
Friday, January 23, 2009
Saint Juice : 100 % Juice , Nothing else
Brand : Saint Juice
Company : Parle Agro
Agency : Creativeland Asia
Brand Analysis Count : 374
Saint Juice is the new entrant to the fast growing fruit juice market.The brand is making a foray into a market which is highly segmented and often highly confusing (to the consumer) .
Indian beverages industry which is worth Rs 7000 crore is divided broadly into carbonated and non-carbonated categories.
The fruit based drinks market is highly confusing for a customer . Frooti, Tropicana, Maaza, Real etc are all fruit based beverages. Some tastes good and some not so good.
If you look at the products, there are different types of fruit beverages :
Fruit Drinks : These are those drinks where there is a less than 20% fruit pulp.
Frooti ,Maaza etc belong to this category. Fruit drinks is the dominant category which is worth around 250-300 crores
Fruit Nectar : These contains less around 25- 85% fruit pulp. Brands like Godrej Xs and Real Nectar belongs to this category. This is a small category worth around Rs 35 crore.
Fruit Juice : These are fruit beverages that contain 85% and more fruit pulp. Tropicana and Real belongs to this category. This category is worth Rs 150 crore.
With in the Fruit Juices segment , a new category is emerging which is the 100% juice category.
( A nice article on this here : afaqs )
Company : Parle Agro
Agency : Creativeland Asia
Brand Analysis Count : 374
Saint Juice is the new entrant to the fast growing fruit juice market.The brand is making a foray into a market which is highly segmented and often highly confusing (to the consumer) .
Indian beverages industry which is worth Rs 7000 crore is divided broadly into carbonated and non-carbonated categories.
The fruit based drinks market is highly confusing for a customer . Frooti, Tropicana, Maaza, Real etc are all fruit based beverages. Some tastes good and some not so good.
If you look at the products, there are different types of fruit beverages :
Fruit Drinks : These are those drinks where there is a less than 20% fruit pulp.
Frooti ,Maaza etc belong to this category. Fruit drinks is the dominant category which is worth around 250-300 crores
Fruit Nectar : These contains less around 25- 85% fruit pulp. Brands like Godrej Xs and Real Nectar belongs to this category. This is a small category worth around Rs 35 crore.
Fruit Juice : These are fruit beverages that contain 85% and more fruit pulp. Tropicana and Real belongs to this category. This category is worth Rs 150 crore.
With in the Fruit Juices segment , a new category is emerging which is the 100% juice category.
( A nice article on this here : afaqs )
Most consumers are not aware of this micro segmentation. Those who drink Frooti or Maaza does not know or is not bothered about the fruit pulp content. The reason is that ,they drink these beverages for the taste ( and quenching thirst ).
Unlike the fruit drinks , customers of fruit juices are health conscious. One of the reasons for them taking this product category is that they want a healthy drink. The product is more of a health supplement than a beverage. The fact that these products are less tasty compared to fruit drink is a proof that only the health conscious ones will take it.
The category of fruit juices are dominated by Dabur's Real and Pepsi's Tropicana. Real is the market leader with around 55 - 60% share and Tropicana takes the rest.
Saint Juice is a 100 % fruit juice. The brand is positioned as a 100 % juice. This positioning is relevant because consumers are confused about the category. I tend to believe that Real and Tropicana was 100 % juice. But later only I found that these were not.
In such a scenario, Saint Juice's positioning of 100% fruit juice makes sense for the consumers. As of now , the brand is very clear about the positioning. Another factor that appealed to me about Saint Juice is its minimalistic design. The packaging is uncluttered and very visible on supermarket shelf.
The brand is now being promoted in print media and inside stores. The brand has taken the tagline " 100 % Juice , Nothing else ". The message is Simple and straight forward. The name Saint has been chosen in line with the brand's core promise.
The 100 % juice positioning of Saint is a real threat to Real and Tropicana. Real and Tropicana had extended itself into fruit drinks and fruit nectar categories. Real have Real Twist and Tropicana have Twirl in the fruit drinks category. Both these brands have their nectar variants. Recently Real and Tropicana launched their 100 % juice variant. This is a typical case where a brand is trying to be everything to everybody.
As a ordinary person, my perception of Real and Tropicana was that it was a fruit Juice brand. Now they have diluted their core proposition for a larger market play.
There are ofcourse hurdles for Saint Juice. While proclaiming that the brand is 100% juice, it may also have to convince the customers that its competitors are not having 100 % juice . Since the customers are already confused, 100% juice positioning will be relevant to them only if consumer doubt other brands. Real has identified this threat and has rejuvenated Real Active as a 100% juice brand .
The current positioning of Saint Juice is targeting the consumer who is actively looking for a 100% juice. These are consumers who take juice as a part of their diet and also knows the difference between various fruit drinks and doesn't bother much about the taste. But the category is very small .
The larger category belongs to those who like taste but wants to have a healthy fruit juice. This is the category which has large number of customers. Here taste is a significant attribute. Customers in this segment may not clearly see a distinction with in the category. For these customers, any drink in tetra pack will qualify as a fruit juice. These customers may not see a relevance in the 100% juice positioning. It is going to be a challenge for Saint to bring these customers to its fold.
Hence the next challenge for the brand is to take the 100% pure proposition into certain benefits that a larger set of customers will appreciate.
When there is lot of clutter and noise in the market, it makes sense for the brand to talk straight. Consumers look for simple solutions to his needs.
Related Brand
Real
Unlike the fruit drinks , customers of fruit juices are health conscious. One of the reasons for them taking this product category is that they want a healthy drink. The product is more of a health supplement than a beverage. The fact that these products are less tasty compared to fruit drink is a proof that only the health conscious ones will take it.
The category of fruit juices are dominated by Dabur's Real and Pepsi's Tropicana. Real is the market leader with around 55 - 60% share and Tropicana takes the rest.
Saint Juice is a 100 % fruit juice. The brand is positioned as a 100 % juice. This positioning is relevant because consumers are confused about the category. I tend to believe that Real and Tropicana was 100 % juice. But later only I found that these were not.
In such a scenario, Saint Juice's positioning of 100% fruit juice makes sense for the consumers. As of now , the brand is very clear about the positioning. Another factor that appealed to me about Saint Juice is its minimalistic design. The packaging is uncluttered and very visible on supermarket shelf.
The brand is now being promoted in print media and inside stores. The brand has taken the tagline " 100 % Juice , Nothing else ". The message is Simple and straight forward. The name Saint has been chosen in line with the brand's core promise.
The 100 % juice positioning of Saint is a real threat to Real and Tropicana. Real and Tropicana had extended itself into fruit drinks and fruit nectar categories. Real have Real Twist and Tropicana have Twirl in the fruit drinks category. Both these brands have their nectar variants. Recently Real and Tropicana launched their 100 % juice variant. This is a typical case where a brand is trying to be everything to everybody.
As a ordinary person, my perception of Real and Tropicana was that it was a fruit Juice brand. Now they have diluted their core proposition for a larger market play.
There are ofcourse hurdles for Saint Juice. While proclaiming that the brand is 100% juice, it may also have to convince the customers that its competitors are not having 100 % juice . Since the customers are already confused, 100% juice positioning will be relevant to them only if consumer doubt other brands. Real has identified this threat and has rejuvenated Real Active as a 100% juice brand .
The current positioning of Saint Juice is targeting the consumer who is actively looking for a 100% juice. These are consumers who take juice as a part of their diet and also knows the difference between various fruit drinks and doesn't bother much about the taste. But the category is very small .
The larger category belongs to those who like taste but wants to have a healthy fruit juice. This is the category which has large number of customers. Here taste is a significant attribute. Customers in this segment may not clearly see a distinction with in the category. For these customers, any drink in tetra pack will qualify as a fruit juice. These customers may not see a relevance in the 100% juice positioning. It is going to be a challenge for Saint to bring these customers to its fold.
Hence the next challenge for the brand is to take the 100% pure proposition into certain benefits that a larger set of customers will appreciate.
When there is lot of clutter and noise in the market, it makes sense for the brand to talk straight. Consumers look for simple solutions to his needs.
Related Brand
Real
Wednesday, January 21, 2009
Brand Update : Idea
Idea cellular has been hit by the Idea Virus. The brand has been investing heavily in its " Ideas that Change " theme.
The latest in the series is the Idea for participative democracy.
Watch the tvc here : Idea for the people
The new campaign revolves around the idea of using mobile for understanding the
public opinion and thus encouraging public partnership in development and encouraging participative democracy. ( What an Idea ! Sirjee )
As usual , this brand is making the best use of its brand ambassador.
The earlier campaign was addressing the issues of
Caste
Disability
and Education.
The latest in the series is the Idea for participative democracy.
Watch the tvc here : Idea for the people
The new campaign revolves around the idea of using mobile for understanding the
public opinion and thus encouraging public partnership in development and encouraging participative democracy. ( What an Idea ! Sirjee )As usual , this brand is making the best use of its brand ambassador.
The earlier campaign was addressing the issues of
Caste
Disability
and Education.
As a part of the current campaign, the brand has started a new website : bythepeople .in
There is nothing special in the website except for a voting form.
What I like about Idea's marketing initiatives are the effective use of media like OOH. You will never miss the Idea hoarding and these hoardings changes in line with the campaigns.
There is nothing special in the website except for a voting form.
What I like about Idea's marketing initiatives are the effective use of media like OOH. You will never miss the Idea hoarding and these hoardings changes in line with the campaigns.
The brand also makes use of its brand elements like the color and the tagline to its advantage.
" What an Idea , Sirjee " have already become a hit lingo .
" What an Idea , Sirjee " have already become a hit lingo .
As a pure promotion strategy, these social themes work well primarily because it is different. Atleast one brand is taking about things that matters.
But these initiatives are not carried over to the implementation by the brand . Hence no serious change can be expected out of such initiatives. The campaigns just serve as a sounding board for ideas that has possibilities - nothing more and nothing less.
What happens is that when the brand is talking about Democracy, its earlier pitch for " Education for all " takes the backseat... The caste issue has long been forgotten.
I am not saying that the brands should spend their limited resources in trying to change the world.
But little sad that these ideas only have life till the next big idea...
Related Brand
Idea
Brand update
What happens is that when the brand is talking about Democracy, its earlier pitch for " Education for all " takes the backseat... The caste issue has long been forgotten.
I am not saying that the brands should spend their limited resources in trying to change the world.
But little sad that these ideas only have life till the next big idea...
Related Brand
Idea
Brand update
Best Marketing Practice : Building a Brand Tribe
Read my article on building brand communities in the Ad Club Bombay website : Building brand tribes
Monday, January 19, 2009
Yo bykes : Ab Rasta Hai Mere Pass
Brand : Yo Bykes
Company : Indus Electro-trans ( Electrotherm)
Agency : Canvas Communications
Brand Analysis Count : 373
When electric bikes & scooters were launched in India during 2006, there were lot of expectations about this category. The rising fuel prices , air pollution , growing concern about environment provided enough opportunity for such a product. The rising fuel costs were the most significant factor behind the growth of this category.
Yo Bykes rode on the back of the higher fuel prices. Electric scooters are dirt cheap to run compared to petrol vehicles. Compare the cost of Rs 50 for 500 km for electric scooters to Rs 50 per 60 km for petrol scooters.
Yo Bykes launched the first scooter in this category branded as Yo Smart.
These figures attracted lot of players into the market. Most of the bicycle marketers ventured into this segment. Even large companies like TVS and Bajaj began to view this segment seriously.
TVS felt that electric scooters was a major threat to its Scooty brand. It proactively launched the electric version of Scooty to counter this threat.
How ever, the euphoria over electric scooters could not sustain its initial momentum. The sales peaked when there is a fuel price hike but then it is back to low volumes.
Company : Indus Electro-trans ( Electrotherm)
Agency : Canvas Communications
Brand Analysis Count : 373
Yo Bykes is the first electric Scooter to be launched in Indian market. Launched in 2006, this brand is a market leader in the Rs 500 crore electric scooter market in India. Yo is from Indus Electrotrans which is a division of Electrotherm India which is a major player in the foun
dry and steel industry.
dry and steel industry.When electric bikes & scooters were launched in India during 2006, there were lot of expectations about this category. The rising fuel prices , air pollution , growing concern about environment provided enough opportunity for such a product. The rising fuel costs were the most significant factor behind the growth of this category.
Yo Bykes rode on the back of the higher fuel prices. Electric scooters are dirt cheap to run compared to petrol vehicles. Compare the cost of Rs 50 for 500 km for electric scooters to Rs 50 per 60 km for petrol scooters.
Besides the advantage in running costs, electric scooters had also another advantage .There is no need for license or registration for certain variants. According to Indian rules, those vehicles which are powered by engine less than 250 watts and has the maximum speed less than 25 kmph do not need license.
Yo Bykes launched the first scooter in this category branded as Yo Smart.
The electric scooters gained rapid consumer attention across the country. The market saw the evolution of a new category . In 2007, the electric two wheelers sales was around 10,000 units thus taking 10% share in the two wheeler industry.
These figures attracted lot of players into the market. Most of the bicycle marketers ventured into this segment. Even large companies like TVS and Bajaj began to view this segment seriously.
TVS felt that electric scooters was a major threat to its Scooty brand. It proactively launched the electric version of Scooty to counter this threat.
How ever, the euphoria over electric scooters could not sustain its initial momentum. The sales peaked when there is a fuel price hike but then it is back to low volumes.
The main issue was the power of the vehicles. The standard electric scooters were severely underpowered. This was because of two reasons. To sell scooters that do not need registration, the power had to be kept low. Another reason was that when power was increased, the fuel efficiency will come down.
To counter this issue, Yo bykes launched another variant Yo Speed which was having an engine output of 750 watts . This was the first scooter to get the approval of Automotive Research Association of India. But these high powered scooters had a price equivalent to the petrol scooters.
Even after two years of launch, electric scooters have not been able to give a threat to its petrol competitors. These brands still occupy a niche rather than becoming the mainstream category.
All brands of electric scooters including Yo is positioned on the basis of its fuel efficiency. Although fuel efficiency is an important attribute for a consumer, it is not a determinant variable for purchase of a scooter.
Due to the lack of power, these electric scooters does not appeal to men. And many would also use scooters to travel with family, e-scooters is definitely not a choice in such a scenario.
Most of the customers for this category are ladies and self -employed men who travel short distances. The common perception is that e-scooters are like underpowered scooterettes. Although the running cost is low, the cost of ownership is at par with the ordinary scooters. There is also a yearly recurring cost for the replacement of battery. So when a customer does his mental accounting, electric scooters' fuel advantage is not compelling enough.
So will electric scooters replace petrol scooters ?
No.
Then what is the future of electric scooters ?
The current differentiation of electric scooters on fuel efficiency will work only for certain segments of consumers. Yobykes have to find some other interesting propositions for the consumers to opt for such scooters.
Rather than competing with mainstream scooters, e-scooters should expoit multiple niches.
These scooters are excellent option aiming at students and pre-teens. It could be the First Scooter for everyone..
Another small niche are those environment conscious segment which are growing but now a very small one. Yo can partner with NGOs for a cleaner environment thus promoting the concept of such scooters.
Rather than focusing on fuel efficiency , YoBykes should be able to provide reasons for customers to chose an underpowered scooter. Otherwise, the brand will be highly dependent on the whims and fancies of OPEC 's oil barons.
To counter this issue, Yo bykes launched another variant Yo Speed which was having an engine output of 750 watts . This was the first scooter to get the approval of Automotive Research Association of India. But these high powered scooters had a price equivalent to the petrol scooters.
Even after two years of launch, electric scooters have not been able to give a threat to its petrol competitors. These brands still occupy a niche rather than becoming the mainstream category.
All brands of electric scooters including Yo is positioned on the basis of its fuel efficiency. Although fuel efficiency is an important attribute for a consumer, it is not a determinant variable for purchase of a scooter.
Due to the lack of power, these electric scooters does not appeal to men. And many would also use scooters to travel with family, e-scooters is definitely not a choice in such a scenario.
Most of the customers for this category are ladies and self -employed men who travel short distances. The common perception is that e-scooters are like underpowered scooterettes. Although the running cost is low, the cost of ownership is at par with the ordinary scooters. There is also a yearly recurring cost for the replacement of battery. So when a customer does his mental accounting, electric scooters' fuel advantage is not compelling enough.
So will electric scooters replace petrol scooters ?
No.
Then what is the future of electric scooters ?
The current differentiation of electric scooters on fuel efficiency will work only for certain segments of consumers. Yobykes have to find some other interesting propositions for the consumers to opt for such scooters.
Rather than competing with mainstream scooters, e-scooters should expoit multiple niches.
These scooters are excellent option aiming at students and pre-teens. It could be the First Scooter for everyone..
Another small niche are those environment conscious segment which are growing but now a very small one. Yo can partner with NGOs for a cleaner environment thus promoting the concept of such scooters.
Rather than focusing on fuel efficiency , YoBykes should be able to provide reasons for customers to chose an underpowered scooter. Otherwise, the brand will be highly dependent on the whims and fancies of OPEC 's oil barons.
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