Brand Update : Sunfeast Brand Architecture

Launched in 2003, Sunfeast has come a long way. The brand has become an umbrella brand endorsing a wide range of biscuit and other products from the ITC stable. It is interesting to see the brand architecture of Sunfeast.

Brand Architecture refers to the strategy in which the company decides on how to use the brand elements and how these elements are shared across products. So Sunfeast's brand architecture refers to the strategy on the usage of Sunfeast brand elements across various products.

ITC has used Sunfeast as an Umbrella ( Family ) brand name for biscuit and snack products from its stable. Sunfeast endorses the following products - biscuits, noodles and pasta. 

Within each category, the brand architecture of Sunfeast is interesting.

According to the brand's website, ITC has divided the biscuits into four sub-categories - Cookies, Cream based biscuits and  Light and Fun biscuits and Healthy biscuits.

In the brand architecture , the company has used sub-brands for various types of products .

In the cookie sub-category, Sunfeast has following sub-brands - Delishus, Special Cookies and Mom's Magic . 

In the healthy biscuits sub-category, Sunfeast has Farmlite, Marie Lite, Glucose and Milky Magic sub-brands.

In the cream biscuit sub-category, Sunfeast has Dark Fantasy,  Bounce , Bourbon Bliss and Dream Cream  sub-brands.

In the light and fun biscuit sub-category, Sunfeast has Sweet'N'Salt, Nice and Snacky sub-brands.

Within the Dark Fantasy brand, there are three modifier brands - Choco Meltz and Choco Fills and Luxuria.

Besides the biscuit category, Sunfeast is also extended to Noodles and Pasta . For noodles category, Sunfeast uses Yippee  sub-brand and for pasta, it has Pasta Treat sub-brand. 

Recently Sunfeast launched a competitor for Choco Pie in the form of  Yumfills which is not a biscuit but a cream filled cake. 

It is interesting that ITC is investing in not only Sunfeast but its sub-brands because it has lot of cash to spend. These sub-brands are differentiated through packaging and other brand elements like color. 

In this brand architecture, the parent brand  Sunfeast is present as a logo in most of the products. In all the packaging and brand related communication, the primary driver is the sub-brand. ITC expects that over a period of time, these sub-brands will acquire equity and Sunfeast would just be a token endorser. 

Milso : The ( Goat) Milk Soap

Brand : Milso
Company : Good Buy Soaps and Cosmetics

Brand analysis count : # 556

This post is about a soap brand from my state of Kerala. It feels good when some one from a predominantly consumer state like Kerala dives into the world of marketing with a brand. Milso is a " Made in India" brand of soap from a little known firm - Good Buy Soaps and Cosmetics. According to reports, the company which began operations in 2007 has been marketing soaps in the rural markets. This is the first foray into the branded urban consumer space.

Milso soap's USP is that it is made from goat's milk. According to the brand, goat's milk has many skin nourishing properties. The brand claims to be the first Indian soap brand to have goat's milk. 

The brand is currently running its launch campaign in its home state. 

Watch the ad here : Milso

While there is nothing great about the ad, the thinking behind the ad is to make the " goat's milk" proposition popular. It is true that there is a novelty in the brand which will definitely catch the interest of the consumer. 

The brand has the tagline " The Milk Soap " and I assume that the brand name is also derived from milk-soap. The company has done right in terms of packaging which looks attractive. I am not sure about the pricing part which will be updated soon.

In the highly cluttered toilet soap category, getting a space for a new brand is not that easy. It takes lot of investment to get the eyeballs and also to induce trial. In a cluttered market, the trouble is that one has to continuously burn cash in order to be in the top of the mind. 

Milso has an advantage in the fact that its USP is really new to the Indian market. That gives a certain amount of eyeballs and trial. The brand according to the company is trying to build awareness about the efficacy of goat's milk in the personal-care space. The fact remains that any other competitor can imitate the brand without much of a problem. 

As a new product, Milso has many good things going for it , the fate now depends mainly on how the brand performs and fulfill its promise. 

Oris : The Better Switch

Brand : Oris
Company : L&T

Brand Analysis Count : # 555

L&T which is one of the largest player in the construction and infrastructure industry  launched their brand Oris on the consumer electrical space in 2013.  It was recently that the brand has started making noise in the media.

Indian switches and distribution boards market in India is worth around Rs 2400 crore . The home segment itself is around Rs 1400 crore. The market is dominated by Anchor Electricals but now the market is flooded with national and international brands.

Switches has now moved from functional to aesthetic product. Design of the switches and similar electrical products has become an important attribute. Oris claims that it is inspired by music and the switches looks like the keys of a piano. Earlier Roma brand of switches also claimed to be inspired by the piano keys. The USP of the brand is the LED indicator which is branded by L&T as Intelli-i that helps to identify the position of switches in the dark. The company is also offering 12 year warranty for the switches.

Watch the ads here : Oris switches

It is interesting to note the L&T which is a well known Corporate brand has chosen to have a different brand name for its switches. It would have been easy if the company decided to call its switches L&T switches. One of the reasons would be to create a premium brand name and L&T as a brand name is not sexy. 

Since the brand name Oris is new, L&T is running another campaign building the association with the corporate brand L&T. Watch the ad : Leveraging L&T ( it is in Malayalam Language).

The tagline of Oris is " The Better Switch " which I would consider as an unimaginative tagline. Again since Oris is not going to be restricted to switches alone, a tagline anchored on switches is a myopic step. My understanding is that Oris would be later launching a range of electrical accessories including probably MCBs and in future may be fans lights etc. In that case, the company may have to scout for a new tagline. Instead , the company could have started off with a positioning which can be transferred to multiple products in future.

Brand Update : Alpenliebe creates new category with Juzt Jelly

Perfetti, who is the market leader in candy category of the Indian confectionery market ,successfully created a new category of jelly confectionery through the brand Juzt Jelly. Launched in 2012, Juzt Jelly was able to catch the attention of the Indian consumers. The success of Juzt Jelly also prompted ITC to launch the challenging brand Candyman Jellicious.

Juzt Jelly is launched as a sub-brand of Alpenliebe. Alpenliebe launched in 1995 has moved from a sugar candy brand to an umbrella brand endorsing wide range of confectionery products ranging from lollipops,eclairs and jelly .

Juzt Jelly was launched through celebrity endorsement from the Bollywood actress Kajol. The brand had the tagline " mast jelly "

Watch the ad here : Juzt Jelly Launch ad

Later the brand moved to animation based campaign themed Jelly ki Duniya meaning The World of Jelly . 

Watch the ad here : Juzt Jelly Animation

The sugar confectionery category consumers are predominantly kids. Hence the animations and jingles catch their attention. The competitor Candyman has taken the jingle route to fight Juzt Jelly. The jingle " Wiggle Wobble " is quite popular. The entry of ITC is set to make the category bigger.

Although Juzt Jelly is available in strawberry , orange and lychee flavors , most of the marketing promotions is concentrated on the strawberry flavor. 

Jolly Rancher : Banking on Fruits

Brand : Jolly Rancher
Company : Hersheys

Brand Analysis Count : 554

Hershey has launched its iconic confectionery brand Jolly Rancher in India recently. This interesting because in the 65 year history of the brand, India is the first market outside North America where Jolly Rancher is launched.

Jolly Rancher has an iconic status in the North American market and is famous for the bold fruity flavors. In India, the brand has launched its lollipop products. The Jolly Rancher lollipops are available in three flavors - Mango, Green Apple and Water Melon.

Globally , Jolly Rancher is famous for its fruity flavors. Reports say that the brand has customized the flavors to suit the Indian palate. The brand is currently running the launch campaign featuring the actress Tamanna.

Although crowded, Indian confectionery market is growing at 18%. The launch of Jolly Rancher is a part of Hershey's strategy of building global brands. The company is planning to achieve $10 billion revenue by 2017. 

According to an ET report in 2013 , the adult consumption of chocolate and candies is growing at a faster pace in India. Products like lollipop which lost it charm in early 2000 also has made a comeback. 

Launching lollipops as the first product in India is an interesting move. Although lollipops contribute only 2% of the hard-boiled candy market, it is less crowded compared to candies. Hence the brand would be able to create some space and awareness for the brand. The company has priced the lollipop at Rs 5. 

The question is whether Indian consumer will like the tangy fruity flavors. The answer to that question will determine the fate of this brand. 

Brand Update : Moods wants you to Play It Right

After around three years, Moods have come out with another campaign. The new campaign themed " Play it Right" is also a sort of repositioning for the brand. In the last campaign, the brand adopted a naughty " Your Time, Your Place " positioning.

The new campaign   themed around the man who is playing it right takes the focus back to the man. In one of the earlier campaign - My Man, the campaign put the focus on the women which made the campaign standout from the rest of the crowd. The " Your time, your place " was a clutter-breaking campaign with a touch of humor. 

The new campaign - Play it Right is neither clutter- breaking nor humorous. The theme of a smart man getting what he wants is a much used theme and Moods have not done anything different in terms of execution. 

Watch the ad here : Moods- Play it Right

The brand could have brought some kind of creativity into the ads rather than depending on the old theme with a careless execution. 

According to Economic Times, the Indian organized condom market is worth around Rs 700 crore . Mankind leads the market with a share of 28 % . Moods is trailing in the fourth place with 12% share.