Brand Update : Cadbury Gems changes Target Segment

In a surprising move, Gems decided to re-position itself. The brand so far had appealed to kids suddenly decided to change the target market to  adults. This move is fueled by two campaigns now on air.

Watch the ad here : Gems Sculpture

                               Gems Lady

I am still wondering the logic behind this drastic re-targeting which obviously has to be backed by 

re-positioning. The brand now has the tagline " Raho Umarless" roughly translated to " Be Ageless" .The concept is that the brand encourages the users to enjoy life regardless of the age. Another perspective is that the brand brings the child in you. Although the concept ( although not new) sounds reasonable but the way the agency has executed it is nothing but atrocious. The fact that it is Ogilvy who has done this hopeless work makes it even more surprising. 

From the two ad, the ad featuring the lady is the most atrocious one. Neither the lady looks Child-like nor the hyperbole theme is interesting. The sculpture ad is predictable but still does not convey the brand's intended positioning. 

What is puzzling is the brand's reason for targeting adults. The brand sales may have been plateauing over these years and this may have forced the firm to think about the segments.It is true that Gems is seldom patronized by adults.This is a predominantly kid's chocolate but adults do indulge in it when he buys for the kids.

Some newsreport suggest that Gems has broadened the TG but  the advertisement message suggest that the brand has gone for a complete re-positioning and a change in the targeting strategy rather than broadening. 

While there is a logic behind the new TG, the brand failed to provide any compelling reason for adults to buy Gems. " Raho Umarless" is a weak attempt to attract adult to rethink the way he looks at Gems.Ideally the brand should have attempted a non-hyperbolic, real life enjoyment which would have attracted the TG. The brand is assuming that by looking at a campaign, the adults would indulge. But in my opinion, when repositioning, the brand needs to build salience. So it cannot afford to miss details like Why buy the brand and when to indulge in the brand. Those finer details are missing in the new campaign. 

It is also interesting to see that the brand is not trying to rope in youngsters but adults. Wonder why they chose to target 30 year olds rather than 20 year olds? Remember this is the company that built a brand like Cadbury's Shots in a short period of time. That magic is sadly missing in the ads. It pains when execution fails for a powerful brand like Gems that too when it attempts a repositioning. 

 Having said that the nostalgia of Gems is still there will hopefully drive the brand into adult's mind sans the hopeless repositioning execution. 

Related brand 

Cadbury Gems

Brand Update : Parachute Advansed Owns World's Best Hair

In an absolutely fabulous positioning initiative, Parachute Advansed has owned up the " World's Best Hair" proposition. I would term it as one of the smartest positioning move in 2012 so far. Parachute Advansed which is the line- extension of Parachute Coconut Oil brand takes care of all the value- added coconut personal care products. Under the Advansed sub-brand, Parachute has products like Ayurvedic hair oil, hair gel for men, cooling oil etc.

This year , brand has decided to own the most important positioning platform " World's Best Hair". The campaign featuring the celebrity endorser  Deepika Padukone is on air in most of the channels.

Watch the ad here : Parachute Advansed
The campaign which includes digital ( in a big way) is based on a research finding that users of Parachute Advansed hair oil has better hair than the non-users of hair oils ( source ).

It is not the research but the positioning platform which is an absolutely wonderful and powerful one. By taking the ownership of " world's best hair" and backing it up with a research ( which will be ignored by skeptics), Parachute Advansed moved a notch up interms of positioning. The ad agency did a smart job in passing the message in a beautiful manner.

" The world's best hair " campaign is one of the very thoughtful and powerful campaign in recent times. The brand has put itself into a powerful position and will force the competitor to negate this aggressive stance.As for the consumer is concerned, the current campaign will reinforce their choice of using hair oil for hair protection and may prompt non-users ( of category) to try out this brand.

Related brand
Parachute   

Choc On : Khaas Mithaas

Brand : Choc On
Company : SK Industries

Brand Analysis Count : # 511

SK Industries which is a player in the food processing and beverages sector launched a new brand in the highly competitive confectionery industry. The brand Choc On  which competes with the like of Cadbury Dairy Milk will be vying for a pie in the Rs 2000 crore chocolate market ( source : Exchange4media).

The brand has roped in Katrina Kaif as the brand ambassador and the launch ad is now running across channels

Watch the ad here : Choc on ad

The endorsement from Katrina has given the brand instant eyeballs and ofcourse curiosity about the new brand's aggressive marketing practice. 

The brand is positioned ( as usual) on the basis of irresistible taste. According to media reports, the brand wants to deliver 'ultimate delight in chocolate' to the customers.

The target segment for the brand is of age group 9-16 years. 

The theme of the ad is " Dreams Meet Reality " but  I found it really difficult to understand what the ad really meant. Katrina plays the part of  Cinderella and Red Riding Hood in the ad.  Choc On has the taglne " Khaas Mithaas " roughly translated to " A very special chocolate ".

Apart from Katrina Kaif, there is nothing much being said by the brand about itself. Since it is a new launch, I had expected the brand to say something about itself in terms of what it is and how it is different from others. But the ad fails in the primary responsibility of establishing the credentials of the brand. The fact is that Choc On relies heavily on the brand ambassador for credibility. And the endorsement of Katrina definitely will give some credibility to the brand. 

It is interesting to note that in this digital era , the presence of Choc On is almost nil in the web. There is no brand site nor any information about the brand owners.  

Having said that, Choc On has done a right thing by picking a high profile celebrity for the launch campaign. The presence of Katrina gives the brand instant visibility and prompt consumers to try the brand.  

The brand could have done more in the launch phase by talking more about itself in the ad. The ad is filled with visuals and rest is left to the imagination of consumers. Since this is a new brand from a less known brand owner, more communication could have been included in the launch phase with regard to the brand attributes.

Brand Update : Santoor Celebrates 25 years with Rebranding

Santoor, India's third largest soap brand is celebrating its 25 years of glorious existence in the fiercely competitive Indian toilet soap market.  The brand is celebrating this event with a rebranding exercise which consists of a new look, new fragrance and interestingly a brand anthem. Also the brand roped in Saif Ali Khan as the celebrity model for its campaign.

The rebranding  showcases new pack with a new logo which gives the brand a contemporary look. The interesting part is the Santoor brand anthem which is a well made theme presentation which reflects the core positioning of Santoor which is " A soap for younger looking skin".

Watch the Anthem here : santoor anthem

There is also a new ad featuring Saif Ali khan. The ad follows the same theme of mistaken identity where a young mother is mistaken for a spinster because of her younger looking skin. Congratulations to the brand for sticking to the theme which made it one of the most successful fmcg brand in India.

In a related article in exchange4media, one of the ad gurus  commented that the theme of mistaken identity has become old and boring and too predictable. In a sense the ad is predictable but we are not here to solve a puzzle, the more the ads become predictable, the more the message will be impressed upon in the customer's mind. The criticism of being a boring advertisement is relevant and the brand could have done more interms of making this theme more interesting. The anthem is fabulous and does justice to the brand's equity. 

Related Brand

Santoor

Brand Update : From Kajol & Croc To Kareena & Bear

Alpenliebe, the brand which redefined and rejuvenated the sugar candy market has come a long way since its launch in 1994. The brand recently launched another sub-brand 2Choco with huge promotional noise. The new eclair brand came into limelight because of the endorsement from Bollywood diva Kareena Kapoor.  The launch also marks the entry of Alpenliebe into th Eclair category.

Watch the ad here : 2 Choco

The alpha-numeric branding signifies that this eclair has two chocolate flavors ( source : website).

So what is now Alpenliebe ?

From a very simple caramel based sugar candy which was positioned on the basis of taste and irresistible lust for more, the brand is now , a candy ( three flavors), lollipop, flavor filled candy - Creamfillz and Mangofillz sub-brands and now an eclairs.

Infact the brand has become an Umbrella Brand endorsing different products in the same confectionery category . So when you ask for Alpenliebe from a shop, you may get any of these products !!

In my opinion, the brand owners needlessly extended this powerful brand for incremental sales benefit.According to reports, Alpenliebe alone was around Rs 160 crore and may be these franchises may help the brand show more worth but the core brand Alepenliebe will suffer because now the brand means many things.

Take the case of the new brand 2 Choco endorsed by Alpenliebe. What prevented Perfetti to launch 2choco as an independent brand ? If it could afford Kareena , then it would have enough money to build a powerful independent chocolate eclair brand. But it chose the easy way of making it endorsed by Alepenliebe which may have helped the new launch and trial but at the expense of making the brand architecture of Alpenliebe complex.

The positioning of the original Alpenliebe and the new Alpenliebe 2Choco are poles apart. 2Choco has the tagline " Love and Share " and Alpenliebe has " lalach Aaha Laplap " ( means some crap in Hindi). It has to be seen whether Kajol will continue endorsing the original Alpenliebe candy. Perfetti earlier launched a brand Chocoliebe in the eclair category but does not met with much success. Alpenliebe 2Choco is also a premium play since the brand is priced at Rs 1/- price point.

The launch ad for 2 Choco is amusing and I don't understand why Alpenliebe franchise is fixated about the combination of Bollywood Divas and animals. Earlier it was Kajol and Croc , then came Kajol and Apes and now it is Kareena with a polar bear.
I have a feeling that the Alpenliebe brand itself is getting confused interms of positioning and the reason is the large number of diverse product forms it endorses. The confusion is going to be more if the brand owners decides to extend it further.
Alpenliebe was a powerful brand and it is being weakened by the brand owners just for the sake of convenience.
Related brand
Alpenliebe

Marketing Funda : Indian Ingredient Brands

Marketing Guru Kevin Lane Keller defines Ingredient Branding as a special case of co-branding which involves creating brand equity for materials component or parts that are necessarily contained in other branded products. Prof. John Quelch  of Harvard defines ingredient branding as putting the brand of an ingredient out of the product to increase its appeal. 

Ingredient branding concept started as a co-branding where the brand owners of ingredient and product brands are different. In my opinion, the strategy has evolved where firms have started branding their own ingredients in order to create differentiation. Intel and Dupont are considered to be pioneers in this regard. Increasingly brands in India too have tried to develop ingredient brands to create differentiation. Some of the below cited examples are loosely connected to the concept of ingredient branding in the sense that the brand owners may not have registered as a trademark.

          Parent Brand             Ingredient brand

1. Orient fans               PSPO
2. Exo dishwash bar     Cyclozan
3. Chandrika soap        Activ Ayurveda
4. Clinic All Clear         ZPTO ( now not using it)
5. Horlicks                   DHA ( using it very less)
6. Maruti Suzuki        K-Series Engines
7. Bajaj Pulsar            DTSI
8. Titan Watches        HTSE
9. Citizen                   Eco-Drive
10. Tata Motors          DriveTech / Quadrajet
11. Ford Motors         TDCi
12. Hyundai                CRDi
13. Good Knight         Activ +
14. Godrej Fairglow   Fairness Proteins
15. Louis Philippe      Permapress ( Nishinbo Japan owned tech)
16. TVS Apache        RTR
17. Panasonic            Eco-Navi Sensors (for refridgerators)
18. Gariner Men        Active Perlite ( for deo)
19. Pantene               Pro-V
20. Fiama Di Wills    Derma Revitalizers ( for men's fairness cream)
21. Saffola                LoSorb Technology
22. Kent water purifier   Mineral RO technology