Brand Update : Kelvinator

Marketing Practice reader Ms Simran asks an interesting question about Kelvinator. She wanted to know about the prospects of rejuvenation of Kelvinator brand.

In my earlier post on Kelvinator, I had predicted (assumed) that the brand will be killed after being acquired by Electrolux. To a certain exte

nt, it was true also because Kelvinator was sidelined for Electrolux brand. There was no brand promotion and the product was also not visible in stores.

Electrolux too had difficulty in surviving the highly competitive Indian consumer durable market. In 2005-06, Electrolux Kelvinator Ltd was acquired by the Videocon group ( source). The acquisition gave Videocon , the rights to use Electrolux brand for five years and Kelvinator brand for unlimited period. ( Source).

My prediction of Kelvinator's death was proved wrong. Videocon had other plans for this brand. The brand was rejuvenated in 2008-2009. Recently I saw the commercial of Kelvinator in one of the local Kerala channel. ( Watch the TVC here : Kelvinator)

The brand retains the famous classic positioning of " The Coolest One".

I think that Videocon is using Kelvinator as a flanker brand . Kelvinator will be the price warrior for the Videocon. Even after all these years, Kelvinator still have lot of brand recall. Vidoecon will just have to create some noise in the media to rejuvenate the brand . I am sure Kelvinator still have lot of potential to succeed in the Indian market.

It is good to see the good old Kelvinator back into the branding world. It is also wonderful to see the brand owners retaining the famous positioning and tagline which made Kelvinator famous.

Related Brand

Kelvinator

Aliva : Thodi Sharafat, Thodi Shararat

Brand : Aliva

Company : Frito- Lay ( Pepsico Group)

Agency : JWT

Brand Analysis Count : 415

There is a new kid in the block in the Rs 10,000 crore snack food industry. Aliva is the latest launch from Pepsico in the intensely competitive Snack Food Industry. Every one in the branding world is excited about this launch since it is the major(food) brand launch from Pepsico since Kurkure.

Aliva comes in the category of Crackers. Cracker is a new category in the Indian market. The product is a combination of biscuit and Namkeen. Aliva ,if successful, will create a subsegment in the 1500 M ton Indian biscuit industry. According to news reports, the brand is trying to create a new category for itself just like what Kurkure did.Aliva comes in four flavors and is priced at Rs 12 for 60 gms ( introductory offer).

Since Aliva is trying to create a new category, it does not face any immediate brand competition . It faces competition from other categories of snacks . Aliva faces competition from the non-glucose biscuit brands like Britannia 50-50 and Parle Monaco and Sunfeast Snacky. ( read report here). Lays and Bingo also gives this brand a competition since all these brands are in the snack food business.

Aliva has roped in the actress Chitrangda Singh as the brand ambassador . Aliva is currently running its launch TVC across various channels

Watch the TVC here : Aliva

Just like Lays and Bingo, Aliva targets predominately youth and adults . The brand is being positioned as a healthy snack. The brand has adopted the tagline " Thodi Sharafat, Thodi Shararat " roughly translated to " Little Nice, Little Naughty ".

There has been various reactions to the launch ad. Read Afaqs review here and a view of ad man here

Frankly speaking, I think that the launch ad is nothing great to talk about. The theme is not new and there is no big idea. Britannia Bourbon is currently running a campaign similar to Aliva.

The brand could have come out with some clutter breaking stuff but chose to go for a lousy also-ran commercial.The tagline is also nothing to talk about compared to Lay's earlier campaign " No one can eat just one " or Bingo 's " No confusion, Great Combination". The launch ad also does not highlight the core positioning of a healthy snack. There was too much focus on the plot rather than the brand.

Having said that, the high profile media blitz will generate lot of trials.My 5 year old daughter has already demanded one. If the product delivers, then Aliva will just have to ride the wave. Lays became such a blockbuster product because the product delivered.

Aliva is a launch from a very powerful marketer . Hence the brand has a huge support base . It will be interesting to see how Aliva will make a space for itself.

Related Brand
Lays
Bingo

Neutrogena : Dermatologist Approved

Brand : Neutrogena
Company : Johnson & Johnson
Agency : White Canvas

Brand Analysis Count : 414

The 2000 crore Indian skincare market now has a new member. The leading international skin care brand Neutrogena was relaunched in the Indian market recently. Neutrogena is one of the leading premium skincare brand with its origin in USA. The brand is owned by Johnson & Johnson.

Neutrogena was born in 1930 founded by Emanual Stolaroff .Emanual started a small cosmetic company called Natone. On a trip to Europe in 1954, Stolaroff heard about a soap developed by a Belgium scientist Dr Edmont Fromont. Emanual bought the right to market the soap in United States . The soap was Neutrogena soap. The soap became so popular that the company name was changed to Neutrogena Corporation. In 1994, Neutrogena Corporation was acquired by J&J. (Read the story here)

Neutrogena was first launched in India in 2005 ( source).But the brand was never heavily promoted by the company. 2009 is witnessing a rejuvenation and relaunch by the company. It seems that J&J is going all out to corner a share in the Indian skin care market. It recently launched another brand Clean & Care in India.

Frankly speaking , I never knew that Neutrogena was such a famous International brand until I searched for it for the purpose of this post. I was also surprised to find that Neutrogena belonged to Johnson & Johnson.

Neutrogena has a strong brand equity across various global markets. It is also promoted heavily by the company . The brand relies on a host of celebrity actors and models like Diane Lane,Jennifer Garner and Vanessa Hudgers , Natasha Mcelhone to build its popularity. Although celebrities create an aura of premiumness for the brand, the real driver for the brand's acceptance is the quality and efficacy of the products.

In India too, the brand has taken the celebrity route to create an impression.It has roped in bollywood actresses like Manisha Lamba and Prachi Desai to endorse the product range. The brand is currently running a television campaign featuring Prachi Desai .

Watch the tvc here : Neutrogena

Although the brand has started off with Indian celebrities, in future the brand may bring in its campaigns featuring its international brand ambassadors.

Neutrogena is positioned as a premium skincare brand which is approved and recommended by Dermatologists. The brand is following its global positioning here also. The rational positioning is supported by the dose of high profile celebrity endorsements.
It will be interesting to see how Neutrogena will fight for its space in the highly competitive Indian skincare market.

Brand Update : Zen RIP (1993-2009)

One of most popular Indian auto brands has been laid to rest. Maruti Zen is dead. On August 25, Maruti announced the launch of new Estilo. The Zen brand name has been taken off. Now there is only Maruti Estilo. ( Read news report here)

It is a sad moment for all brand enthusiasts. Zen was a wonderful brand. A brand which personified sportiness and performance. The old Zen owners still swear by the brand . The jelly bean shape, roomy interiors and the peppy performance gave Zen an unique identity.It was surprising to see Maruti messing up this wonderful brand and finally killing it .

Zen Estilo was launched in December 2006. The car is a refurbished version of an outdated Japanese car MR Wagon. The entire product was different from the old Zen. Maruti chose to use Zen as the primary brand and Estilo as the subbrand for the new product. The strategy was to retain the brand equity of Zen to drive the sales of the new product. But the strategy backfired.

In a way killing the Zen brand will be good for Estilo. For Estilo, association with Zen was a liability. Interms of style or performance, older Zen and Zen Estilo was miles apart. Those who checked out Zen Estilo expecting the same performance and sportiness of old Zen were visibly disappointed. Estilo was a different car with a different brand personality. Launching Estilo as Zen Estilo actually created a negative impact for the car because Estilo was more of a style oriented girlish car compared to the sporty Zen. Now Estilo is an independent brand and can develop its own persona. The new Estilo comes with a new look and a new K-Series engine.

It is sad that a wonderful brand like Zen was being killed without being fully utilized .

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Zen

The joy of being a Teacher and a Blogger

Dear Readers,

I am overwhelmed by the love and prayers of my dear readers . I sincerely thank all those wished me a speedy recovery.

I am slowly getting back to life and work. This Monday , I joined back the College.It was one of the most memorable day in my life.Tears swelled in my eyes when my students started coming to me telling how they missed me. It was overwhelming to see their love and affection and I once again thanked almighty for making me a teacher. I once again realized the joy of being a teacher.

It has been almost three weeks since I blogged - longest gap since I started my blog. I was surprised , rejoiced and motivated when I saw all those comments wishing me fast recovery. I never met any of my readers personally but there was some bonding between us via this platform. I now fully realize the joy of being a blogger.

Thank you once again

Out of Action

Dear Marketing Practice readers,

I am currently passing through a slow, painful recovery from Disc Prolapse... So will be out of action for a few days.. will be back soon..