Parle Golgappa : Goli Mein Golgappa

Brand : Parle Golgappa
Company : Parle
Agency : Grey Worldwide


Brand Analysis Count : 302

Parle has launched a new unique confectionery : Parle Golgappa. Parle these days are very active in the confectionery business. Along with Mintrox, Parle has launched Golgappa . Golgappa is a traditional chaat dish which is very popular in North India .
Golgappa otherwise known as Paanipuri is a crispy dough "puri" filled with a watery mixture of potato , tamarind and chilli. This is a famous street snack in the North.
The launch of this flavor is a move by Parle to take on the ethinic route to increase its share in the confectionery market. As we know, confectionery is a low involvement product and often customers make spontaneous decisions rather than a planned purchase decision. Hence to survive in the market, one has to innovate in taste and come out with new flavors at regular intervals. Parle has been successful in its experiment with flavors like Kacchaa Mango ( raw mango).
It is a common trend among marketers to introduce traditional flavors in the market to attract the customers. Maggi introduced Sambar masala flavor for its noodles while Mcdonald also adapted to suit the Indian palate. Lays and Bingo build its popularity around ethnic flavors.

What I liked about this new product is its commercial.
Watch it here : Parle Golgappa TVC

This TVC is a simple one with powerful execution. The message is perfectly delivered and I am sure that the ad will prompt trial purchases. The tagline " Goli Mein Golgappa " ( Golgappa in the candy) also is simple funny and descriptive.
Since the flavors can be easily copied by the competitors, Parle Golgappa if successful will see many competitors launching similar tastes. For example Parle Mangobite Kacchaa Mango saw immediate competition from Candyman who launched a similar taste in no-time The fact to look for in this paanipuri flavor is whether the customer will buy this flavor repeatedly. But it is good to see Parle building its lost glory in the Indian market.

Brand Update : Close Up

Close Up has come out with a unique set of variants with a unique brand name Flavalicious. Close Up was concentrating on its parent brand - the ordinary Red Close Up and was trying to build the core brand. In 2004, the brand had made a decision to limit the variants. It even cut down some of the variants like Tingly red and Eucalyptus blue.

Close Up has been positioning itself on the Freshness + Tooth whitening platform . The latest commercials talks about the brand giving confidence to young people to smile freely ( without thinking about their teeth or bad-breath) .
Close UP Flavalicious - as the name indicates focuses on the flavors . The new variant comes in two flavors : Tangerine Burst and Luscious Lyche .
These variants are launched as Limited Edition products. That means these products will be available only for a limited period of time.

These two flavors are new to the Indian consumer. The packing are also different and more flashy. The brand is targeting the young ones and those who are bored by their usual toothpaste flavors.
The Flavalicious variants were launched in Indonesia by Unilever in 2005. In Indonesia, one more variant is available i.e Chocolate flavor. That has not being launched in India.
According to Businessline,the product is priced at Rs 30 for 80 gm. But I found only bigger pack in stores that costs Rs. 50 .
The new launch is aimed at bringing in the young customers back to the Close Up portfolio. The brand has been facing stiff competition from the market leader- Colgate who has launched successful variants like MaxFresh. Colgate ( Gel variants) also gave itself a younger look by using Saif Ali Khan and Asin as the brand ambassadors.

Close Up off late was not getting its communication acts together. Most of the campaigns are far below average in terms of execution . The brand is now trying to bring back the excitement with these new variants. The campaigns are not yet started in the mass media while instore promotions have already began.

Related Brands
Close Up

Limited Edition : Funda

Hit : Quit India Movement with a Difference

Brand : Hit
Company : Godrej Sara Lee
Agency : Publicis


Brand Analysis Count : 301

Hit is a major brand in the Rs 900 crore home insecticide market in India. The home pesticide market can be divided into two segments : one that is used as repellents like cream ,coil, lotion ,liquidator etc which does not kill the insects and the other category is the Insect Killers which consists of aerosols, chalks, poison etc. Hit belongs to the insect killer category.

Godrej Sara Lee are considered as pioneers in creating and developing the home pesticide market in India.Brands like Goodknight, Jet, Banish ,Hit makes the company the industry leader.
Most of the marketing action takes place in the repellent segment where there is war between brand like Goodknight , Mortien, Allout etc.

Insect killer category is minuscule in size compared to the other segment. According to a report in Equity Master, the insect killer segment is only 15% of the total market. Hit is a major player in this segment especially in the aerosol category.
What is interesting about this brand is the effort that the company has put to develop the aerosol category and also to build this brand.
Hit was launched in 1991. The brand came with two variants : one for killing flying insects and another for killing cockroaches. The brand separated these two variants by using two different colors : one red and another black.
Hit was well received in the market but there was issues regarding the price. The aerosols were too expensive costing around Rs 120 for a pack. Consumers found it less value-for-money and this severely restricted the popularity of aerosols. Only large 350 ml cans were available which again inhibited customers from buying the product. The use of aerosols were restricted to households which had grave insect/cockraoch problems and other households managed with crude methods . Within the two variants, the Cockroach killer was more popular among households.

Hit was marketed heavily by Godrej Sara Lee. This brand is in a product category that is less glamorous. But Hit was promoted smartly by the company. The brand was giving an important promise of a "Pest Free Home " to the homemaker. The brand was essentially targeting the homemakers.

Hit started a series of ads with the theme of a smart homemaker killing all the cockroaches and making her home ' pest free' . The homemaker after killing the cockroaches said " Kyonki ye mera Khar hain " ( This is my house ! ) . That was a perfect tagline for a pesticide. The ads were very effective in positioning Hit at a place above the functional utility of the product.

Another interesting campaign showed the homemaker in a James Bond style chasing and killing cockroaches. The idea was communicated effectively and humorously by these campaigns. The consumer insight is very simple : We feel that pests are intruders. So when the house is infested with pests, we feel that our house is taken over by them and by killing them we take back OUR house.Unwelcomed guests/pests are not allowed.

Despite these campaigns , the category did not grew because of the higher price. Then came the price reduction. Along with the price reduction brand also came out with smaller cans of 250 ml .The price of Hit was dropped drastically . The brand launched smaller SKUs and when the price went below Rs 50 , customers began to look at this product category.

In 2007 Hit ran a very interesting commercial to announce the price cut. It talked about a QUIT INDIA Movement with a twist. The news-like commercial showed a Chinese news reporter reporting an insect invasion of China. Lakhs of insects invading the country. In the climax , it is shown that because of the price of Hit being reduced to Rs 49, insects from India are fleeing to neighboring countries.
Watch the ad here : Quit India

The ad is aimed at bringing the customers into the category of aerosol and thus developing this category as a preferred solution for the problem. The brand also has a cockroach- killing chalk which is highly popular solution for the cockroach menace .
Besides these campaigns, the brand also improved upon the product by introducing a unique applicator which can reach many places where the cockroaches hide.

Hit faces competition from Baygon brand from Bayer. Baygon is not as aggressive a marketer as Hit so not much problem in that front. But a threat is brewing in the form of some new brands that has hit the market. One brand is STOP and another is Quitmos. Stop is running a campaign in the visual media highlighting a major differentiating factor : Non Pesticidal.

As a consumer, I have a strong belief that all these pesticides are harmful to humans. Since it kills insects, some harm is done to us also. But the problem force us to take the risk of using such products. STOP promotes itself as a safe insect protector ( especially flying insects) . On a closer look at STOP reveals that it is not an insect killer but a repellent. I bought it because of its non- pesticidal property which I found a compelling reason to choose it over other aerosols. There is a possibility that such 'safe' aerosols can eat away the market share of the Hit Fly Killer variant.

However there is going to be a huge potential for brands like Hit because the insect menace is going to stay . Consumers like fast and effective solution of such menaces. Hit has rationalized the price making the category more affordable. The heavy investment that Godrej has made on this brand is definitely going to take this brand to new heights.

Wishing All A Rocking 2008

Time to say good bye to 2007. A year that saw India shining and rising. 2007 was great for all marketing lovers. The year saw more consolidation than new launches. Marketers was busy concreting their own positions in the market place rather than setting the markets on fire with new product launches.Fireworks were in communicating rather than in new launches.

As usual HUL proved its marketing might with some ground breaking campaigns for Surf and Lifebuoy.HLL transformed itself to Hindustan Unilever Ltd this year.

The new product winner 2007 was Bingo which is giving Lays sleepless nights. Motorola gave jitters to Nokia with some cool commercials. 2007 also saw the rejuvenation of marketer's interest towards celebrities. Now ordinary models are replaced by celebrities and celebrities almost became commodities.2007 also saw the rise of retail. The impact on this will be seen in 2008 when these majors starts launching their private labels.
This year also saw an old icon reentering the scene. Reliance relaunched Vimal in 2007 as a part of their overall retail strategy.
2007 will be remembered as a year of confectioneries. The new launches and branding was like crazy in this category .

The dampeners of 2007 are clearly the Cola majors Pepsi and Coke. Both these brands could not impress either the consumers or the media.

2008 is going to be exciting with lot of marketing fireworks across domains. This blog will be there tracking all the happenings.

Wishing all readers a very happy new year

Brand Update : Alpenliebe

Alpenliebe has launched a new chocolate variant named Chocoduet Alpenliebe . The campaign features the brand ambassador Ms Kajol and the animated crocodile . Infact recently only I came to know that the name of the crocodile is Mr Munch. One of my readers has jokingly remarked that the crocodile is the symbolic representation of Ajay Devgan . Although personally I hated the new campaign, there are ofcourse a lot of people who liked the freshness of the campaign (???) .However I think that the croc and Kajol is set to stay for Alpenliebe.
Watch the ad for Chocoduet here : Chocoduet

Perfetti had entered the chocolate echlair market with the brand Chocoliebe. The company also has a chocolate flavored candy Chocotella. This time, the company is filling the line with the chocolate variant of Alpenliebe.
It is interesting to note the brand name strategy of Chocoduet. The brand name is set in such a manner that the new variant will not affect the core brand Alpenliebe. Alpenliebe is a pure sugar filled caramel candy.When a chocolate variant is launched, the new taste & form is totally different from the core brand can dilute the primary association of the core brand. Hence the name Chocoduet is being promoted as the primary brand and Alpenliebe in a sense endorses Chocoduet. If successful, Chocoduet may be developed as an individual brand otherwise it will be silently taken off the market.
On the promotions front, the brand has not been using the Mr Munch to the fullest. Mr Munch could be used in OOH aswellas through cartoons and virals - something like adventures of Mr Munch ( targeted at kids). There is one problem also in promoting Mr Munch because Nestle owns the brand Munch and this can land Perfetti in trouble over trademark violation.
With regard to the core brand Alpenliebe, I still have the opinion that the new positioning ' lalach aaha Laplap" does not come anywhere near the earlier positioning of ' every moment is an occasion to celebrate '

Related brand
Alpenliebe

Another Milestone for Marketing Practice

Marketing Practice reached another milestone. The blog now has information and analysis of 300 Indian brands. To mark this milestone, I selected a true case of successful branding- Hyundai Santro .
I also thank all the readers and my students who has inspired me keep this project going.

I wish all the readers MERRY CHRISTMAS.