- Research suggest that brand extension success depend very much on the extension fit.That is whether the extensions fit the perception of consumers about the parent brand.
- The more elastic the brand is when the brand is able to extend itself to distant categories.
- Early research suggest that the brand's elasticity is dependent on the parent brand's characteristics.If the brand is positioned on prestige, then it is more elastic and can be extended to multiple categories.
- Functionally positioned brands are less elastic
Saturday, August 30, 2014
Brand funda : Elasticity of Brand
Sunday, August 17, 2014
Layer'r Shot Deo : Pure Fragrance, Nothing Else
In the highly cluttered market for deos, the key success factor lies in the differentiation. The market is hotting up with majors like ITC entering the market with its Engage brand which gobbled up around 6% share within a short span of time.
Taking a cue from the success of Fogg, Layer'r has put in some thought with regard to the differentiation. The brand has rightly decided to move away from the " seduction" theme and has gone for some rational approach.
Layer'r differentiation is on the packaging. For the first time in the deo category, the brand has gone in for a transparent packaging. While most of the fragrance products like perfumes comes in transparent bottles, its is the first time that a deo has chosen to be packaged in a clear bottle.
With the USP of transparency, Layer'r has decided to position itself on the bases of " Pure" attribute which is presented in the form of transparent bottle. The brand has adopted the tagline " Pure fragrance , Nothing Else"
Another interesting fact is that the brand calls it a fragrant body spray rather than a deo. Hence the brand is also trying to create a product category different from deo ( in a way) saying that deo is old style. So the brand is saying to the consumers to ditch the deo and adopt fragrant body spray. Although body spray products are already there in the market, but it is the first time that a brand has pitched itself against the deos.
Along with the packaging, Layer'r has gone in for a celebrity endorsement by the bollywood star Imran Khan. The campaign featuring Imran Khan take a dig at brands like Fogg by saying that one cannot know what is inside the bottle of deos since you cannot see it.
Watch the campaigns here : Layer'r 1, Layer'r 2
With regard to the USP of the brand, the transparency of the bottle cannot be sustained because anyone can come with a deo in a transparent bottle.
Another differentiator that Layer'r tries to bring is in terms of a product category of fragrant body spray. But Layer'r is not trying to say why a fragrant body spray is different /better than the usual deo.
The transparent bottle seems to be a good proposition as far as the brand trials are concerned. The added strength of the celebrity endorser will help the brand get trials at the retailer end.
While the competition has almost killed the Axe's positioning of " seduction" , the Fogg's proposition of " No gas " bottles has become the next target. New deo brands are now targeting Fogg. Envy brand is already talking about 1000 sprays and now Layer'r talking about transparent perfumes.
Attaining Points of Difference in the deo market has now become a herculean task for marketers.
Sunday, August 10, 2014
Park Avenue Beer Shampoo : Cheers to Man Hair
Company : JK Helene Curtis
Brand Analysis Count : # 546
Park Avenue is a cash cow in the portfolio of JK Helene Curtis which owns the prestigious apparel brands like Raymonds , Color Plus, Parx etc. This brand has contributed half of the turnover of the apparel business of the company. Later the company decided to extend the brands to categories like men's grooming market.
According to Business Standard, men's grooming market is worth Rs 4000 crore growing at 25-30 % per annum. So for a company like JK Helene Curtis, it makes sense to extend a popular brand to this category. In September 2013, Park Avenue launched Park Avenue Beer shampoo in the Indian market.
Tuesday, August 05, 2014
He deodorant : Be Interesting
Company : Emami
Brand Analysis Count : # 545
Friday, August 01, 2014
Marketing for Small Business : Marketing Department vs Marketing Function
Monday, July 28, 2014
Brand Update - Axe gets further axed
Friday, July 25, 2014
Brand Update : Now Alia Bhatt asks Why should boys have all the fun ?
Saturday, July 19, 2014
Revotron : The 3 in 1 engine
Company : Tata Motors
Brand Analysis Count : # 544
But Tatas are known for its resilience and Revotron is the result of a serious introspection and investment in developing an indigenous petrol engine with global standards. And from the media reports , Tata Motors have managed to live up to the high standards set by itself. And after many years, media has been kind to Tata Motors with a fairly good reviews about the engine performance.
The 1.2 Ltr engine is being promoted heavily by Tata Motors ahead of the launch of the two major new products - Tata Bolt and Zest. The Revotron brand is endorsed by the Indian F1 Racing star Narain Karthikeyan.
Watch the TVC here : Revotron
The USP of the Revotron engine is the 3 driving modes which is usually seen in high end cars. There is a city mode, Eco mode and a Sports mode. For a value-driven brand like Tata Motors, this proposition is a very powerful differentiation.
Platforms and not products are now important to a company's success. For automakers, engines offer the platforms on which many products can be made. Honda has recently demonstrated the power of platform with the diesel IDtec engine.
Tata Motors hope that the better engineered Revotron would help build a better image for the cars produced under it.
Monday, July 07, 2014
Choco Moonz : Not Only But Also
Company : Perfetti VanMelle
Brand Analysis Count : # 543
Monday, June 30, 2014
Market Stat : Ice cream market
Sunday, June 22, 2014
Brand Update : Maggi with Madhuri wants to make pursuit of health enjoyable
watch the ad here : Maggi with Madhuri
According to media reports, the brand wants to make health enjoyable. The reports suggest that often kids view the pursuit of health to be boring. ( source ) and increasingly kids stay inside immersed in video games and playstations ( certain sections of course ) .Hence the brand took the proposition - health ko mazedaar banao ( make health enjoyable ) as the central theme of the current campaign. and it makes sense also.
Thursday, June 19, 2014
Brand Update : Orient Electricals rebrands to Orient Electric for a bigger market play
Orient is a well known brand in the fan category. But that itself can be a limitation for a brand which is aiming to be relevant to other categories as well. Hence Orient decided to rebrand itself so that it could endorse a wider array of products.
Thus the company rebranded itself to Orient Electric with a new logo and new tagline " Switch to Smart".
The rebranding is backed by a series of campaigns featuring the brand ambassador MS Dhoni. The ads are well crafted and unlike many celebrity oriented campaigns, Orient has made a difference by putting the brand in the limelight.
The ad has the theme " The next generation is smarter " and the message is conveyed through a smart kid that outwits Dhoni. The ad effectively conveys the brand's pitch of its new generation avatar.
Watch the campaign here : Orient TVC 1
Orient TVC 2
The new foray of Orient is into a market which is cluttered and highly competitive. The brand's equity in the fan cateogory together with the new high profile campaign will do a lot of good for the brand aiming to be a major player in the home appliances market.
Friday, June 13, 2014
Marketing Myopia : ICICI bank charging fee for rewards redemption
Sunday, June 08, 2014
Brand Update : Pond's extends to male category
The first product to be launched was the men's face wash. The variant or rather the brand-extension was launched with the upcoming actor Varun Dhawan as the brand ambassador.
Watch the ad here : Pond's men's facewash
The ad is predictable and compares the brand to a battery charger for the face. Pond's men's facewash has the tagline " Face ka charger" and touts coffee bean's extract as the USP.
Wednesday, May 28, 2014
Brand Update : Colgate rules the toothpaste market with 57% share
According to the report, the Indian toothpaste market is around Rs 5000 crore and Colgate has around 57% volume share. Even in the Rs 2000 crore toothbrush market, Colgate commands over 42% share. This is despite the fact that there is an increased competition in the market and the competitors are the likes of HUL, P&G etc.
Some of the lessons of marketing is outlined in this report.
- Consumer Awareness
- Innovation in plugging product gaps
- Rural penetration through distribution augmentation
Friday, May 23, 2014
Brand Update : Axe in deep trouble
Philips Aquatouch : Shaver for the modern man
Company : Philips
Brand Analysis Count : # 542
Wednesday, May 07, 2014
Marketing Insight : What drives brand trust ?
Monday, May 05, 2014
VWash : Creating Intimate Hygiene category
Wednesday, April 30, 2014
Market Statistics :Soaps
According to Business Standard ,Indian soap market is worth INR 10000 crore. HUL's lifebuoy is the largest selling soap with 15%share.
Lux market share is 13-14 %
Dettol at 8.5 % and Santoor at 8.2%.
Saturday, April 19, 2014
Brand Update : Cadbury India to be rebranded as Mondolez India, What it means to brand Cadbury
Wednesday, April 16, 2014
How marketers visualize deadly Germs !
Dettol Handwash |
Dettol Soap |
Lifebuoy Handwash |
Pepsodent Germs |
Colgate Germs |
Lizol germs |
E Coli |
Monday, April 14, 2014
MRF ZVTS : The comfortable radial
Company : MRF Ltd
Brand Analysis Count : # 540
Tuesday, April 08, 2014
Brand Update : Kingfisher Airlines brand for sale. But who will buy ?
Sunday, April 06, 2014
Brand Update : Small deo brands gets celebrities to move ahead
Monday, March 31, 2014
Brand Update : Ferrero follows Kinder Joy with Schoko Bons
Thursday, March 27, 2014
Market Statistics :A/C &Refrigerator
Season :April to June accounts for 35 percent sales
A/c Penetration around 3.8 percent. Voltas and LG leading the a/c market ,Voltas share is 20% and LG at 17%. Samsung at 10% & Panasonic at 8.5 %.
A/C sales stand at 3.4 mn units p.a of which 80% are split a/cs.
Refrigerator sales is around 7.5 mn units p.a of which 70% is direct ciol category.
Source :Business Standard
Sunday, March 23, 2014
Brand Update : Prestige transforms itself !
Watch the campaign here : Prestige campaign
The small kitchen appliances market is highly fragmented and this calls for the creation of a powerful brand. The choice of the celebrities were motivated by the need for creating a powerful brand and also to bring in a premiumness to the brand. The campaign had six commercials which introduces the new products of Prestige thereby establishing Prestige as a kitchen appliances brand.
Along with the high profile brand campaign, Prestige also started a chain of Prestige Smart Kitchen stores across the markets. The stores brought all the products of the brand together thus reinforcing the brand's positioning as a appliances company.
The company in the branding perspective has made the right moves but the small appliances market is very tough nut to crack with highly localized competition and also lot of low price warriors. Its still a long-term play.
Related Post
Prestige
Wednesday, March 19, 2014
Market Statistics
Branded Tea market :Rs 9500 crore growing at 5%
Branded Green Tea market :Rs 150 crore growing at 21 %
Retail Market size : $500 bn ~Rs 30 lakh crores
e commerce market excluding travel :Rs 18600 Crore
Home and Furnishings market Size :Rs 1.2 lakh crore
Furniture market :Rs 600 crore
Total Households in India ~234 mn
Household with Television ~ 153 mn
( Source :Business Standard, Businessline)
Wednesday, March 12, 2014
Brand Update : 5 Star repositions as the cure for seriousness disease !
Thursday, February 27, 2014
Marketing in Practice : The Online Marketplace Conundrum
- offering additional services like additional warranty on products purchased through traditional channels.
- Policy on uniform discounting across channels.
- Issuing advisory to consumers on benefits of purchasing through authorized retailers.
- Issuing certification to authorized retailers who agrees to abide by common rules.
- Advisory against un-authorized retailers.
Sunday, February 23, 2014
Brand Wars : Perk Vs Munch
Read more brand war
Brand war : Sensitive Toothpaste
Brand war : Colgate Vs Pepsodent