Lever Ayush : Sahi Ayurveda

Brand: Lever Ayush
Company: Hindustan Unilever

Brand Analysis Count: #579

It took Patanjali to wake the giant from slumber. The Rs 36,000 crore HUL has been disturbed pretty hard by the Rs 5000 crore Patanjali resulting in the relaunch of Ayush brand. It seems like a replay of the epic battle between Nirma and Surf, however, the outcome of the current fight remains unpredictable. 

Ayush was launched by Hindustan Unilever in 2001. The brand at that time was launched to tap into the premium space in the Ayurveda personal care market. However, the plan failed and Ayush was sidelined in the huge brand-lines of the company.

Patanjali which was established in 2006, began aggressively marketing from 2015 and virtually ignited the growth of Ayurveda based personal care market in India. But what is surprising is that the multi-national giants like HUL, Colgate etc were probably in a state of Marketing Myopia. They failed to see the rise of Patanjali and could not counter the challenger. The result is that within a short span, Patanjali rose to a higher level of brand awareness and reasonable equity in a certain category of products. 

The reaction of HUL was also on predictable lines, take an old brand, dust it off and relaunch. Thus launched the revised version of Lever Ayush. The next challenge is to counter the source of Brand Equity of Patanjali. Patanjali heavily draws its equity from Baba Ramdev. Lever Ayush chose the celebrity route. Along with the celebrity, the brand has chosen to partner with Arya Vaidya Pharmacy for the development of this product. However, the campaigns don't really promote this association which is a big mistake. Arya Vaidya Pharmacy has excellent equity and could have given more firepower to the brand in countering Patanjali. 

In the relaunch, Lever Ayush has roped in Akshay Kumar as the lead brand ambassador. The brand is currently running the relaunch campaign across various media. 

For personal care products targeted at the female segment, the brand has chosen Tamanna as the brand ambassador. 

Lever Ayush is positioned as an authentic ayurvedic brand. The tagline of the brand is - Sahi Ayurveda - translated to ' True Ayurveda'. 

It has to be seen whether the customer would buy that positioning endorsed by the celebrity. 

In the pricing front, Ayush has shed the premium tag and is taking Patanjali head-on by launching the products in the price range of Rs 30 - 130. According to newspaper reports, HUL is promoting the Ayush brand in the Southern States. 

The fight between HUL and Patanjali in the personal care space would be a good fight to watch for. 

Homelites Matches : Extra Long, Extra Strong Safety Matches

Brand: Homelites
Company: ITC

Brand Analysis Count: #578

Matches Industry is an interesting one to study. The Rs 1500 crore industry is now in the declining stage of the industry life cycle. The decline of once indispensable product category was prompted by the popularity of gas lighters, decline of cigarette sales and increasing cost of production. 

According to media reports, the safety matches market has declined by almost 25% last year.

Homelites is a brand which came into existence in 1987. The brand was owned by Wimco which was world's largest match manufacturer. Wimco was a market leader at that time which had the most popular match brand - Ship. 

The decline of Wimco started in 2003 when ITC decided to enter the market with AIM brand. With the huge distribution muscle, ITC was quickly able to dethrone Ship and establish AIM as the market leader. The fact that ITC's cigarette sales network cover the length and breadth of the country ensured that AIM got an upper-hand over its competitor. 

In 2005, ITC bought Wimco and now dominates the Indian Matches market. ITC follows the outsourcing model for this product. The product is sourced from small manufacturers and branded and sold through ITC's distribution channel.

Homelites was created to break the price-sensitivity of the market. Matches are considered to be a low involvement product with price and distribution holds the key to success. Earlier 92% of the market was dominated by 50 paise price point. Now it is Rs1.

Homelites was positioned on the long-lasting benefit. The product had extra-long match handles and was carbonized to give extra-performance. And it was priced at a premium of Rs 2 per pack. 

I also happen to find a very good creative ad for this brand on youtube.

According to reports, 54% of purchases of this product category happens at home. With the popularity of gas stoves and gas lighters, there is a chance that this product category may decline further. Probably the usage would be limited to the lighting of the lamp for religious purposes.  Theory says that one of the strategies to survive in a declining industry is to try and reinvent. Wonder if there is a scope for such a strategy in this case. 

Dr.Fixit : Waterproofing Ka Doctor

Brand: Dr. Fixit
Company: Pidilite

Brand Analysis Count: #577

Dr.Fixit is a classic example of how to brand a commodity. Dr.Fixit is the market leader in Rs 2500 Crore scientific waterproofing solutions market. According to Outlook Business, Dr.Fixit originally was a brand of Mahindra Engineering and was bought by Pidilite in 2000. 

Waterproofing solutions products are generally considered to be a business product and usually does not come under the radar of a consumer. Like the iconic brand Fevicol, Pidilite is trying to create a brand out of such a product category which usually is not branded. Earlier waterproofing solutions were promoted through plumbers who are basically playing the role of influencer, decider, and purchaser of such product. 

While consumers are aware of the importance of waterproofing and the perils of having a house that leaks, there is generally an apathy and laziness from the part of consumers with regard to the purchase of such products. Dr.Fixit through its promotions was intending to break that apathy. 

It is not an easy task to try to brand a product like Dr.Fixit. First, the brand has to create awareness about the need for waterproofing and then it should try to build on brand preference and purchase. The first phase of the promotion of Dr.Fixit was to create an awareness. Fixit has managed to do just that through its partnership with O&M.

Just like Fevicol, Fixit also uses humor to the maximum. In 2016, Pidilite roped in Amitabh Bachchan as the brand ambassador for Dr.Fixit. That was a very bold move from the brand and a symbol of commitment from Pidilite to grow the Fixit to greater heights. 

One of the main reason for choosing Big B was to build authority to the brand. Dr.Fixit was positioned as an Expert in waterproofing solutions. Hence the brand needs to project that expertise or authority to the consumers through its campaign. One way to build authority is to use a celebrity who commands the trait of authority. Big B is known to convey such a trait. So there was a celebrity-brand positioning match in this case. 

O&M cleverly used Big B in the ads by having one set of ads where Big B uses his real persona to deliver the brand message of preventive waterproofing. The role of BigB is huge for such a brand message because a consumer will invest in a preventive solution only if he is fully convinced about the consequences of not waterproofing. So an authoritative figure talking about perils of leakage will drive home the point. 

In another series, Big B was used in a humorous manner. The aim of such a campaign is to create brand awareness.

Dr.Fixit is positioned as a Waterproofing Expert. In advertisements, the brand uses the tagline " Waterproofing Ka Doctor". 

Along with the promotions, Pidilite also invests heavily in R&D for this category. The company has created an Institute of Structural Protection and Rehabilitation where scientists work towards finding better solutions for this sector. Dr.Fixit now has around 50 products under it offering a wide range of waterproofing solutions. The brand also has Dr.Fixit experience centers where the influencers like plumbers and consumers can learn more about effective waterproofing solutions. 

Dr.Fixit is a complete marketing package which shows how a brand can be created in a less glamorous product category through innovation, creativity and sustained brand building investments. 

Brand Update : Cadbury tries to fight Kinder Joy with Dairy Milk Lickables

Cadbury is taking the fight to Ferrero's turf by attacking its best-selling Kinder Joy. Kinder Joy which was launched in 2007 quickly gained acceptance from the young consumers. Kinder Joy is holding 7% market share in the INR 7500 crore Indian organized chocolate market. 

Initially, Cadbury tried to fight Kinder Joy with Gems Surprise. But however ( in my opinion) it failed to get any big traction in the market. 

Recently Modolez launched Lickables as a variant of Dairy Milk. Just like Kinder Joy, the new product comes with a gift inside. The brand is running a campaign featuring aliens for this variant.

 

Now the difference between Kinder Joy and Lickables is the way they have looked at the toys that come free with the chocolate. For Kinder Joy, the toy is the key. It is not something that is given free, more than that, the company takes a lot of efforts in designing various themes and series of collectibles. This focus is often reflected in the quality of the toy that comes with Kinder Joy.

This was not the case with Gems Surprise. The toys were not exciting and not of high quality. If Lickables is trying to follow the story of Gems Surprise, it will not be able to achieve the desirable goal of arresting the growth of Kinder Joy. 

With regard to the campaign, I do not see anything significantly attractive about the ad except that the alien theme resonates with the spaceship looking packaging. Cadbury Dairy Milk Lickable needs a little more than just aliens to catch the attention of the discerning customer. 

Mahindra e2o plus : Be City Smart

Brand: Mahindra e2o
Company: Mahindra Rise

Brand Analysis Count: # 576

After the buying the Reva company from Chetan Maini in 2010, Mahindra tried to infuse the much-needed expertise and capital into the electric car company.One of the first things that Mahindra did was to rebrand the Reva cars to e2o.

The first e20 was launched in 2013 replacing the two door Reva car. The auto world was looking for some kind of revolution in the electric car segment when Mahindra took over the Reva company. But alas the status quo remains even today.

In 2016, the company retired the two door e2o and launched the four-door hatch branded as e2o plus. The change reflected the lukewarm response to the two-door car.e2o plus is a standard electric hatchback which looks more like a normal car where the earlier Reva and e2o looked more like a toy car. The company feels that the changes will fuel more consumer interest and adoption.

But odds are stacked against the electric car as of now in India. Despite the higher fuel cost and increased emissions, the government has not looked at making the electric vehicle market - its priority. The infrastructure for EV like charging stations are not existing in India. However, the silver lining is the stated objective of the Indian government to have 100% EV nation by 2030. Moreover, the government also plan to fund 60% of R&D expenses in this field to reduce the cost of technology.

So in one way, the path looks bright but the current market and marketing condition for e2o plus looks bleak. The price is the villain. The brand is priced between 6.3 lakh to 10lakh and there is a huge replacement cost of around Rs 3 lakh for the battery in 5 years. Although the cost of running the car is dirt cheap, the cost of ownership together with the battery replacement cost makes the car unviable purchase for a normal buyer.
e2o Plus is positioned as a city car. The brand is banking on the low running cost, non-polluting nature as the USPs.


Even if a consumer is genuinely interested in buying this car, the economics never works out in favor. The only way forward is to hope that the government will lend a hand in helping to reduce the cost of the car. There are other innovative business models that have emerged around the EV ecosystem. Notable is the Bangalore-based Lithium Urban-Tech which provides EV based transporting solutions to companies which will help firms reduced their carbon footprints. There are also reports of Ola creating a fleet of EV taxis. These emerging models will probably act as critical lifeline support for this category as a whole.
However, a breakthrough in the battery technology is going to be the savior for EV's future globally.

Related Brand

Reva

Maruti Suzuki Dzire : From Sub-brand to on its Own

Brand: Dzire
Company: Maruti Suzuki

Brand Analysis Count: # 575

From Maruti Suzuki Swift Dzire to Maruti Suzuki Dzire, the brand had come a long way. Launched in 2008 as a reaction to the uptick in compact sedan sales, this sub-brand became the second largest selling brand the company's portfolio contributing 14% of the domestic sales. So far 1.38 million Dzires were sold in the country.

The brand launched as a sub-brand of the best selling hatchback Swift, the brand easily caught the fancy of the sedan-loving consumers of India. Dzire in all sense was a Swift with a boot. But customers loved the car.

In a brand promotion perspective, there was nothing remarkable about the brand's communication. There were regular campaigns for the brand which focused more on the " Desirability "  factor. The focus of the ads was to lure a trade-up to a bigger car. 

The major factor that pulled customers to Swift Dzire was the practicality. The car gave the performance of Swift with a bonus of a boot. However, on the design front, it was not aesthetically perfect. 

The success of compact sedans which was largely aided by the tax- rebate on sub 4meter cars, caught the fancy of all the car makers and most brands started launching their versions in this segment. The cars became better looking and proportionate and not like the hatchback+boot kind of design.

This has probably prompted the market leader to look at Dzire in a different light. The sub-brand not only got promoted as an independent brand but also got a brand new design. Interestingly the new Dzire shares the design (oops !) with new Swift but was launched much ahead of the new Swift. 

Although the front of the new Dzire looks very classy, the boot still derives the design cues of the older version which is a letdown.  One has to see the new Swift to make a judgment whether the new Dzire is entirely new or not.

However, from the branding perspective, we have one more example of a sub-brand becoming a standalone brand and Dzire truly deserves that status. 

Brand Update : Frooti extends to Frooti Fizz

In a very surprising move this summer, Frooti decided to extend itself into Fizz category with the launch of Frooti Fizz. The fruit + fizz category was created by Parle Agro through Appy Fizz in 2005.

The brand had a very high profile launch piggy banking on the brand ambassador Alia Bhatt. Now Parle Agro have SRK, Priyanka Chopra and Alia Bhatt endorsing its brands. That also is a shift from the earlier promotional strategy which was essentially not revolving around a celebrity. 

The new launch is interesting in the sense that why should a brand like Frooti extend to a category which is significantly different in terms of the most important category attribute -Taste. Frooti is the market leader in the category and the brand is worth around 600 crores. Fruit + Fizz category is a niche category now. The brand owners feel that customers are shifting from artificially carbonated drinks to other forms which are perceived to be more healthy. So the Fizz category may see an interest from the mainstream carbonated drink customers and eventually grow in size. Frooti with its brand equity would be able to drive more customers into the category. 

Another reason is to bring in renewed interest into the brand. Frooti being a brand which has been in the market since 1985 wants to rejuvenate the brand equity and stay young and relevant. One way to stay relevant is to keep reinventing and experimenting. This launch is also such an effort to keep the brand innovating and taking risks and explore newer pastures. 

A lot of success of Frooti Fizz would depend on the taste factor. The nature of the Fizz category was that it was suited for occasional indulgence and not for regular consumption ( personal opinion !). Frooti Fizz would be aiming to change that. The launch ad tries to create a Yo image for the brand. However, I cannot read much about the brand in the advertisement except the presence of vibrant colors and the brand ambassador.

Frooti has taken a risky step by extending into a different sub-category. I am not a fan of extensions, however, Frooti may benefit from the additional promotional push and consumer interest aided by this Rs 100 crore media blitz. 

Brand Update : What happened to LMN ?

Remember LMN?

I was listening to a news regarding the launch of Frooti Fizz last day and suddenly remembered a very hyped brand LMN from Parle Agro. After campaign blast during the launch in 2008 and repositioning in 2009, the brand went to silence.

My guess is that the brand got a silent burial soon after the relaunch. There is no mention of the brand in the Parle Agro website also. What is sad is that LMN was such a powerful brand name, the company was not able to capitalize the brand name.
The second factor is the promotion. Parle is a company ( in my opinion) which does only seasonal bursts of promotion. Even for its bread and butter Frooti, This seasonal spurts of promotion does not augur well for a new brand that too in highly competitive market.
The third factor is the positioning. Although the brand's initial campaign was artistically good, it did not resonate well with the target audience.
So till Parle decides to relaunch LMN, May it rest in peace.

Related Post
LMN 

Tata Motors does a TAMO

Brand: TAMO
Company : Tata Motors

Brand Analysis Count: # 574

On February 2, 2017, Tata Motors announced the launch of a new sub-brand TAMO. According to the Tata Motors website, TAMO  will be 

TAMO as a new, separated vertical will operate in the first step on a low volume, low investment model to provide fast tracked proves of technologies and concepts.

This is a significant move for Tata Motors who has been trying all sorts of strategy to move up the value chain. The Tata Motors has been stuck with the utility vehicle maker tag in the Indian market for long. The perception has affected the premium brands like Aria, Safari etc in getting customer interest and adoption. 

 My preliminary understanding is that Tata Motors will use TAMO to launch high-end niche products like the sports car, luxury sedans etc to break away from the existing perception of a low-cost utility car maker. Tata Motors probably is trying to adapt the much-discussed strategy of Japanese carmaker's strategy of entering the USA premium market through new brands like Accura, Infinity etc.

But in all reports about TAMO and even in the company website, the TAMO brand is categorized as a sub-brand. If Tata Motors is any way serious about positioning TAMO different from the existing perception of Tata Motors, the sub-brand strategy is not a wise move.

Sub-brands are almost always used alongside a parent brand. So if TAMO is a sub-brand, it would be endorsed by Tata Motors. So if TAMO's main purpose is to break away from Tata's existing image, the sub-brand strategy will not work.
On the other hand, if Tata wants to launch products like sports car using a sub-brand strategy, then I wonder whether customers would really be open to paying a premium for a Tata car. A parallel can be drawn with Maruti Suzuki launching a premium distribution network Nexa to launch its premium cars but later diluted the premium by adding cars like Ignis which starts at Rs 5 lakh.

One bold move would be that TAMO launched as an independent brand of niche products without any endorsement from Tata Motors. It's too early to comment on how Tata Motors plan to position TAMO, but that would be a story worth watching for.

Brand Update : Xenon Updates to Xenon Yodha

Tata Motors launched Xenon in 2008. When the brand was launched, it was positioned as a lifestyle pick-up truck. Nine years down the line, the brand has grounded itself as a pickup truck. Tata Motors has always been thinking ahead of times.In 2008, Xenon was trying to create a new market for urban pickup trucks which are very popular in western world. This was targeting people who owned small businesses or adventurers who would like to travel with a lot of stuff. 

But somehow the market was not warming up to Xenon to the extent which Tata Motors expected. The product is in a niche market. Now suddenly there is a renewed interest in the segment resulting from the launch of Isuzu D-Max pickup truck. The launch of Isuzu may renew a lot of interest in the segment which has very few brands like Mahindra Scorpio Getaway and Xenon.

In terms of branding, what is interesting is that Xenon has become more Desi in the new avatar. The relaunch of Xenon is now as Xenon Yodha. The positioning also has changed from a lifestyle product to a utility vehicle. That is a big shift as far as the brand is concerned. The ad features the brand ambassador Akshay Kumar who now endorses all the commercial vehicles of Tata Motors. 

Another interesting thing is that Isuzu has positioned its D-Max as a lifestyle pickup rather than a utility vehicle. One of the reasons for the slow offtake of this lifestyle pickup truck is the government regulations probably insists that these trucks can only be registered as commercial vehicles. A twin cab pickup truck costs more than 10 lakhs and the value for money proposition does not match up for a non-commercial use. 

Brand Update : Thums Up says Main Hoon Toofani

In the latest commercial featuring the new brand ambassador Ranveer Singh, Thums Up has started its slide down in terms of creativity. Usually, Thums Up ads are nicely made and usually succeeded in creating that adrenaline pumping machismo effect.

The recent commercial featuring Ranveer Singh is a big let down ( IMHO) both in terms of idea and execution. 

We have seen this plot of the school bus, hero saving etc in many films and ads, It is nothing but plain boring. 

Secondly, there is also a change in the narrative of the brand. In the earlier ad, the hero used to do big stunts for Thums Up. The brand was projected as something which even a big hero would do anything to get it. 

Here in the new narrative, the hero and the brand is totally disconnected. Probably the argument is that the brand and the hero is one which is reflected in the new tagline " Main Hoon Toofani ".However, the execution fails to project the narrative properly.  Even the presence of the brand in the frames is limited to the first two and last frames. If you notice hard, you can see the logo on the bike, jacket etc.  It's a classic case where the celebrity outshines the brand. 

Brookside : Dark Outside, Exotic Inside

Brand: Brookside
Company: Hershey

Brand Analysis Count: # 573


The 7500 crore Indian chocolate market is hotting up with global giants stepping up the fight. The latest to enter the market is the brand Brookside. Brookside is a brand of the chocolate giant Hershey.
Hershey has launched Brookside as a premium chocolate brand with the USP of the fruity core.

Brookside is a unique combination of dark chocolate and fruit flavor. Brookside is launched in 3 flavors - Blueberry & Acai, Raspberry & Goji, and Pomegranate.
The combination of fruity flavor and dark chocolate may not appeal to the larger set of consumers hence taste-wise, this brand would appeal to a limited set of consumers. However, there is something very different about the combination which will prompt many trial purchases.

The brand is positioned on the basis of this unique combination of fruit and dark chocolate and is reflected in the tagline " Dark Outside, Exotic Inside".

The brand is priced at Rs 50 for 33-gram pouch and Rs 140 for 100-gram pouch, Brookside is already running its launch campaign in television channels. 

Watch the TVC here: Brookside

After seeing the ad, my wife's remark was " I don't like fruit flavored chocolates " while my daughter's reaction was "wow ". So this brand will appeal customers who like something different and exotic to indulge. 

The entry of Hershey into the chocolate segment is a good news for the chocolate lovers. The iconic Hershey's Kisses and chocolate bars are expected to hit the Indian market in the near future. Mondolez is already gearing up for the fight. In the recent past, the company has been trying to strengthen the Cadbury Dairy Milk range with a lot of variants at the premium end in preparation for the new competition. 

Tata Hexa : Whatever it Takes

Brand: Hexa
Company: Tata Motors

Brand Analysis: # 572

Tata Aria is dead, Long live Tata Hexa.

The new year will see the resurgent Tata Motors launching the new premium crossover Hexa, replacing Tata Aria. Tata Aria, launched in 2010 failed in the market owing to the steep pricing and positioning problem. Tata Hexa is another attempt by Tata Motors to break into the premium segment with the Tata branding. 

Tata Hexa is also a premium crossover - a category which was created by Aria. However, many customers equate this category to the premium MUV segment and its leader Innova. That was where Aria lost its game. Rather than considering Aria as a mix of car + SUV, consumers compared Aria with Innova, and the equation did not fit. Aria was considered big and difficult to maneuver which often is taken for granted for an SUV and not for an MUV. 

In the new avatar, Hexa looks strikingly similar to Aria which can create perception issue for the brand. Tata Motos has priced Hexa between 12 to 17 Lakhs. The pricing is less than the Innova Crysta. 

In the typical Tata style, the brand is loaded with features and goodies. Hexa also comes in the automatic variant along with other models. 

The brand has started the bookings and launch ad is already in air. Watch the ad here: Hexa Ad

Hexa has the tagline " Whatever it takes ". The tagline has two interpretation by the brand. The first is that the brand has done whatever it takes to bring the best product to the customer. Second is that whatever it takes, the brand performs in various terrains. 

The brand microsite also has the racer Narain Karthikeyan endorsing the brand and taking the visitor through a 360-degree experience of the product.

It will be interesting to see how Hexa will fare in the market. In my view, a lot will depend on the pricing. Tata is yet to be perceived as a premium brand. Also, it cannot match the quality perception of Innova. So if Hexa wants to carve a position in the market, it has to make an offer that a customer cannot refuse. 

Kosh : Keep Your Tummy Happy and Healthy

Brand: Kosh
Company: Future Consumer

Brand Analysis Count: # 571

Kosh is the new brand launch from Future Consumer Ltd. Kosh is oats brand from the company intending to ride the " healthy food" wave. Kosh is trying plug a gap in the Indian market which is in look out for healthy food alternatives. 

Kosh comes in four variants - Instant Oats, Broken Oats, Oats Atta, Wheat+Atta. 

Indian oats market is worth around Rs 350-400 crore. The oats market is expected to grow further owing to the consumer trend towards healthy food. For anyone who is into health, oats have now become a " go to" food. 

The current oats brands come only in one form which different flavors. Kosh has brought in different forms of the grain that will increase the usage situations. According to reports, currently, oats is used primarily as a breakfast product. With multiple product forms like atta, broken oats etc, there is more scope for usage of this grain. Kishore Biyani wants to make oats the third preferred grain in India. 

If you have observed, the atta ( wheat flour) market in India is witnessing a shift towards healthy food trend. Aashirvaad, the market leader in the organized atta market had launched healthy atta variants under it. The organized atta market in India is worth Rs 3500 crore while the unorganized market is worth a whopping Rs 30,000 crore. 

Kosh expects to carve a slice of these market with its healthy positioning. There is a very strong perception among Indian consumers that oats are healthy. With a wide range of product forms, Kosh is expecting a faster adoption and more usage from the consumers. 

As per the reports, Kosh will be a private label sold through the extensive Future Group retail chain. The brand is already making a lot of noise in the media. The campaigns are highlighting three aspects of the products

a) the versatility of product with reference to the form

b) the health factor

c) the taste. 

Watch the campaign - Kosh Home, Kosh Office 

In the pricing front, Kosh Oats is priced at par with the competing brands. The Oats Atta is priced at Rs 170/kg which is much higher than the ordinary atta ( Aashirvaad costs around  Rs 50). However, for the health conscious (not price conscious), the pricing may not be a deciding factor. 

It's obvious that the product is going to get competition soon. This is a product that can easily be copied and if the product adoption is healthy, then competitors would jump in pretty fast. Till that time, Kosh can reap the first-mover advantage. 

Marketing Fundamentals : Branded Content

Concept: Branded Content is a form of advertising where the content is generated by the brand to promote itself. While it is a form of content marketing, the major difference is that the brand takes the center-stage in the content generated. It is a form of storytelling that revolves around the brand. Unlike the advertisements, branded content are more elaborate in terms of content and format. The examples of branded content are the Redbull's events of extreme stunts/sports, Amul's topicals, Dove's Campaign for Real Beauty. 

The popularity of social media has created a huge demand for content that has the power to grab the attention of the audience. While traditional content revolved around the brand, in branded content, the story is on the brand or the values that brand project. The engagement is more direct in the case of branded content. 

Application: While Harvard Business Review calls Branded Content as a digital version of content marketing, the application of branded content strategy involves more investment and involvement than the traditional content marketing. Forbes Magazine in an article suggests that the consumer engagement in branded content is much more than traditional promotional tools like ads. There is a sticky factor attached to a well designed branded content. Also, it helps the brands to move up the value that brand projects ( brand laddering). The task will be to identify meaningful stories that the brand can adopt and deliver. 

Marketing Funda Series # 1

Cadbury Fuse : Chocolatey Feast

Brand :Cadbury Fuse
Company : Mondolez International
Brand Analysis Count : # 570

Mars and Snickers now have competition. Mondolez International, the brand owners of the iconic Cadbury brand has launched a new brand named Fuse in the Indian market. The new brand will be competing in the coated peanut confectionery segment in the Rs 7500 crore Indian confectionery space. 

Fuse was debuted in the UK in 1996. The brand was well received  but was later discontinued in the UK. 

Fuse is now making its second avatar in the highly competitive Indian market. The brand is currently running the launch campaign. 

Watch the TVC here : Cadbury Fuse 

The brand is priced at par with Mars and Snickers. I find the packaging very attractive and instantly conveys the fun attribute to the brand. The endorsement from Cadbury is sufficient to initiate the trial purchase. 

With regard to the promotional strategy, the brand is positioned in the same line as the competing brands. The brand is positioned as a relief to the hunger pangs plus some fun thrown around. So in this front, Cadbury has not really put much thought on differentiating rather it chose to play the " me too " strategy. 

I also felt that the launch TVC is also not something that is unique. After seeing the ad, I had  the feeling of " Saw this theme before also " . 

With the launch of Fuse, Mondolez is trying to plug the gap in the product portfolio. The company may be forecasting a consumer interest towards the product like Snickers which is a convenient way to satisfy the hunger pangs. With the launch of Fuse, Mondolez is in a better position to ride  the consumer interest in this category. 

O'cean Fruit Water : Sail Through Your Day

Brand : O'Cean
Company : Narang Group

Brand Analysis : # 569

O'cean is a relatively new brand launched by Narang Group in the Rs 1600 crore mineral water category . The brand is in an emerging category of Ready To Drink segment largely in the functional beverages category. This category is witnessing some action these days with players like Danone, Tata Beverages etc entering the category.

Narang Group is known for the marketing and distribution of Qua brand of bottled water. The company was in a JV with Danone Group through which they marketed Qua and B'lue. B'lue was the fruit water brand from Danone. In 2015, Narang Group exited from the JV. While Qua brand went to Narang, B'lue went to Danone Group. 

O'cean is a flavored water which contains fruit juice, water, electrolytes, glucose etc. The target market would be health enthusiasts who want something more than just plain water after a workout or hard day's work. 

Although there is a market for flavored beverages, the adoption of these products is a challenge. The brand banks on the nutritional advantages as the main reason for purchase. The positioning of O'cean reflected in the tagline " Sail Through Your Day" aims at highlighting the benefit of the added ingredients. 

However, the pricing of O'cean at Rs 45 for 500 ml is a bit too steep. The immediate category comparison is the mineral water. So I am doubtful whether O'cean has priced itself in line with the value it delivers. In the distribution front, O'cean is widely available in the market. The packaging is nice but the small bottle with a Rs 45 price tag is a deterrent .

It will be interesting to see who would be interested in purchasing such a product. The brand is aiming at health conscious customers who wanted something other than the carbonated drinks. While the intention is good, I am not sure how the price justify the purchase. 

Baby Dove : Johnson's Baby Soap now have a serious competition

Dove, one of the premium soap brands from Unilever has extended into baby care products . The move is expected to give serious competition to the market leader Johnson & Johnson. According to ET, Indian baby care product market is worth Rs 4000 crore. Johnson & Johnson is the undisputed market leader with a share of 74%. The nearest competitor is Dabur with 9.9% share. 

Although many brands tried to break the stronghold of  J&J, none succeeded so far. Now the war has begun with India's premier marketing giant decided to challenge the market leader. Interestingly, Unilever chose to extend Dove to fight J&J.

Dove which was launched in 1993 grows from a soap brand to a Rs 1500 brand which endorses multiple categories of products. 

Dove positioned as mild soap with 1/4 moisturiser is an ideal candidate to challenge Johnson's who has incredible brand equity among the consumers. 

Dove has decided to name its extension as Baby Dove which is a smart choice. The positioning of the extension is the same as the parent Dove brand. Baby Dove was first launched in Brazil in 2015.

Another interesting aspect is the pricing. Unilever has priced Baby Dove almost the same as Johnson's but a little extra. While the 75 gm Johnson's Baby soap costs Rs 45, Baby Dove is priced at Rs 48.

Unilever already started the campaign for Baby Dove. The pitching is similar to J&J - the bonding between the mother and child, purity, skin care etc. The TVC follows the parent brand's comparative advertising strategy of testing the mildness quality of the soap with the competition.

Watch the Tvc here 

The brand also have a different logo for the extension. The logo designed by Dew Gibbons + Partners feature the iconic master brand's  Dove and a golden baby dove besides it. 

Baby Dove has launched a series of products in the category. This include soap, lotion, skin care wipes etc.. 

With the strong distribution muscle and marketing acumen, Baby Dove is expected to give tough competition to J&J. The market with one large player dominating will definitely have space for a competitor. The launch of Baby Dove is not going to dilute the parent brand's positioning since the positioning of Baby Dove is complimentary to the parent brand. 

Milton : Kuch Naya Sochte Hain ( Let's Think of Something New)

Brand : Milton
Company : Hamilton Housewares


Brand Analysis Count : # 568

Milton is one of the leading brands in the Indian home-ware market which includes products like casserole, flasks etc. Milton was launched in 1972 was a humble producer of small plastic items like tumblers. 

Milton's name was earlier synonymous with flasks. Milton and Eagle flasks were the two famous brands during eighties. Later came the casserole craze. Milton was able to capitalize on the popularity of  casseroles. Indian households lapped up the casserole and after functions like marriage and housewarming, homes were flooded with casserole gifts. 

Milton also had the ingredient brand Tuf Puf which was the name the brand gave to polyurethane foam. Tuf Puf became very powerful differentiator for Milton.

Over a period of time , the home-ware market has become a commodity. The products became the same with virtually no credible differentiation. 

In such a market, Milton has devised a two pronged strategy to standout. 

Innovation and Branding. 

The brand Milton already had a very good equity in the market. The company wanted to cement the equity by positioning Milton as a innovation driven brand that is sensitive to the consumer needs. Milton clearly identified the target consumer as an intuitive lady of the house. The brand wants to make life easier for the consumer through innovative products. 

In 2015, the brand initiated its first brand campaign " Kuch Naya Sochte Hain" translated to " Let's think of something new". The brand through the campaign tried to project its innovative products while stressing on the quality. 

One of the innovative product which served as an anchor for the campaign was the World's first microwave safe insulated steel casserole . Watch the ad here  called MicroWow. 

Along with this product, the brand also ran few more campaign TVC highlighting the new products. ( Glasslid casserole). 

Milton is a brand which stood the test of time and has been very proactive in moving to using innovation as a differentiator. 

Raymond Whites : 100 Styles, One Color

Raymond, the premier textile brand, has launched a very interesting marketing move- launching of Raymond Whites. Raymond Whites is a collection of  white shirts and the brand has smartly made it a very interesting proposition. ( Hat tip - blog from my colleague Prof. Padmanabhan).

Now every formal menswear brand has a collection of white shirts. White is a preferred formal wear color and is in every executive's wardrobe. What Raymond has done is to make it a talking point for the brand. The brand has done it by launching the collection with an astounding proposition - 100 styles. Can you believe it ? 100 styles of one color !!  It is not difficult but Raymond has smartly marketed ( and owned) it. 

Now I am not saying that this is going to be a game changer move. But for Raymond, this campaign would help in many ways. 

Primarily this collection and campaign will reinforce the position of Raymond as a very Stylish Corporate wear brand.The emphasis of 100 styles will also project Raymond as a brand which is innovative and stylish - both these traits are very critical in this business. 

The Raymond brand is facing stiff competition from Madura Fashions The competing brands like Van Heusen and Louis Philippe are moving ahead with a focus on innovation. Van Heusen is focussing on innovation and Louis Philippe is positioned as Perfect Shirt. So Raymond has to up the ante. 

The Raymond Whites has definitely succeeded in capturing the attention of consumers. The launch campaign is well made and creates a premium feel for the collection.

 Watch the TVC here : Raymond Whites ad

With a price range of Rs 2500, Raymond Whites is well set to own a very important color in the corporate work wear category. 

Brand Update : Thums Up in a Celebrity Trap

Thums Up which is one of the most resilient brands in the Indian market was in the news recently when the parent Coca-Cola decided to drop Salman Khan as the brand ambassador. ( source). The reports also suggest that the brand is in talks with actor Ranveer Singh

to replace the Khan. That points  to a celebrity trap which this brand has fallen into.

It is true that Thums Up has always been promoted using a celebrity, be it Akshay Kumar or Salman Khan, but the fact is that Thums Up has moved into a position where it cannot think of a promotional strategy sans a celebrity. That is why the news report announcing  Salman's exit also suggest the search for new celebrity.

Soft drink brands are always after celebrity as if there is no existence without a famous personality endorsing it. While there are a lot of advantages of using a celebrity, the fact remains that slowly but surely, the brand and the brand manager loses confidence to go without the support of celebrity. 

It is sad to see the same thing happening for Thums Up. The brand doesn't need a celebrity. In the brand's early years, the equity of the brand was built  from within. Now the brand is trying to find a celebrity so that it can depend on the celebrity for equity which, at least theoretically, is bad for the brand. Thums Up has the innate strength which made it overcome the existential crisis when the owners decided to kill it. That strength was not from any celebrity endorsement but the image of a rough resilient brand. Coca-Cola should at least try making the brand stand on its own rather than going the easy way out. 

Colgate Pain Out : Crafting a New Segment

Indian oral hygiene market is huge with a market size of Rs 7000 crore. Colgate dominates the market with a share of over 55%. The market is witnessing a new wave of competition with the entry of Patanjali brand.

Although the market is live with competition, not much action is happening with respect to product innovation. Except for  some incremental innovations like new flavors/variants, nothing much has happened in terms of new product development.

In this context, the launch of Pain Out stands out. Colgate Pain Out is a new product that aims at express pain relief from sudden tooth pain. The product is a gel form which has ingredients like camphor, Eugenol, and menthol. The product gives a symptomatic relief from tooth pain. 

The brand is interesting because it aims to satisfy an unfulfilled need in the market. Tooth pain comes unexpected and often the fear of going to a dentist forces people to suffer the pain till it becomes unbearable. Then they try using home remedies, then paracetamol and if everything fails , then they go to a dentist. 

So it makes sense to have a product that gives instant relief to pain. The challenge for the brand is to create brand salience where consumers remember the brand when there is a need. It would be optimistic to believe that consumers would stock this product in anticipation of a toothache. So the natural communication choice would be to have top of mind recall which is a costly proposition. 

The brand is currently running the launch ad which focuses on its USP of express relief . Watch the ad here : Colgate Pain Out , The silver line is that the incidence of a toothache is very high and a powerful relief would be welcomed by the consumers. 

Kwid : Live for More

Brand : Kwid
Company : Renault

Brand Analysis Count : #567

Kwid is a good example of a successful strategy to challenge a well-established market leader. We have seen many so called flagship killers in the market but also have seen these celebrated launches biting the dust soon. In the highly competitive car industry in India, many firms have been timid to challenge the monopoly of Maruti Suzuki in the small car segment. Maruti holds around 45% share in the car market.

Alto has been a bestseller for Maruti all along. The  brand had a strong equity in the market and unmatched value proposition. No competitors dared to compete with the brand because of the low-cost base of Maruti. Since the small car market is driven by price ( value), unless the challenger can match the cost of Maruti Suzuki, it is unviable to take on a volume brand like Alto. 

It is in this context that Kwid becomes an interesting brand. The brand which was launched during September 2015 has really shocked the market with the huge interest generated among the customers. Since its launch, the brand was able to garner around 1,50,000 orders and has managed to clock a sale of over 9000 units per month. According to company reports, the brand has grabbed a share of around 15% within 10 months of the launch.

The most affected brand with the launch of Kwid is Alto. So what made Kwid generate positive consumer interest ? 

• Differentiation - Renault changed the game of small car market by launching Kwid with a very bold design derived from its successful SUV - Duster. Kwid doesn't look like a small car but looks like a micro-SUV. This has appealed to many buyers who get the feel of an SUV at the price of a small car. This (IMHO) is the single major factor that aided such a positive response to Kwid. Many small car buyers are the first-time car buyers and Kwid never looks like a compromise at least in terms of design, 
• Localization : According to reports, Renault has ensured that  Kwid has 98% localization in terms of the parts. This ensured low-cost base for the Kwid. So the high volume of Kwid is not going to bleed the company and the low cost is a deterrent against a price war by the market leader- Alto.

Besides these factors, Alto as a brand has been around for a while. So customers are pretty bored with the product. While the value proposition is still unmatched, Kwid brought in a lot of freshness to the design of the car. 

At the branding front, Renault roped in the star Ranbir Kapoor as the brand ambassador. The brand is not positioned as a cheap car but as a city car. The ad focuses on the accessories and the easy maneuverability of the car. The smart positioning  along with the brand ambassador ensures that the customer perceives the brand as a quality brand rather than a cheap brand ( lessons from Tata Nano).The brand has the tagline " Live for More" which talks about the value proposition of the brand. 

Watch the ad here : Renault Kwid

One of the complaints that many auto reviews highlight was the lack of power of the Kwid. Kwid was launched with an 800 cc engine that was not meeting the expectations many opinion leaders. This month, the brand launched 1000cc version of Kwid which the company feels would address the issue of lack of power. 

So far Kwid has been doing everything right in its challenge against the market leader. The brand has been able to check the right boxes and is rightly rewarded by the consumers. 

Honda Navi : Whatever it is, It is Fun

Brand : Honda Navi
Company : Honda
Brand Analysis Count : # 566

Marketing enthusiasts like me get thrills when we come across brands which take the road less travelled. We get thrilled when marketers take the unconventional routes to create new product and customer segments.

Recently I came across one such brand - Honda Navi. Honda which has the tradition of upsetting the established market parameters is going to do it again. Earlier when every market pundits wrote the epitaphs of Scooter segment in India, Honda revolutionized the Indian market with Activa. Now the scooter sales growth  is more than the motorcycle sales growth in India. Now Honda is attempting another experiment in the Indian market.

Honda introduced the Navi at the Auto Expo 2016 and generated a lot of buzz among the enthusiasts. The brand was launched in select cities in March 2016.

According to a report in India Today, Navi stands for New Additional Value for India ( link) . The product is essentially a crossover between a bike and a scooter. The company has created a bike out of its best-selling Activa. 

Targeted at the youngsters aged 18-25, Navi is a unique product which offers a lot of customization. The brand also is going to create a new segment of "gearless bikes" in the Indian market.

The brand is positioned as a fun bike which offers practicality. The company has also priced Navi at a very tempting price point around Rs 40,000.

Having said that, this brand is also an experiment. Not every youngster would be interested in buying a crossover bike ( read under-powered) and Navi cannot replace a powerful bike which is often the first choice of youngsters. 

However, this will appeal to youngsters who want a unique bike which is also customizable and fun to drive. According to another report, 25% of the current sales are from women customers which probably indicates the emergence of another segment of customers in the Indian market - women bikers. 

It is too early to predict the success of  an experiment like Honda Navi but surely this brand has the capability to generate a lot of curiosity among customers. I can honestly tell that the brand is really tempting. 

 Big applause for the marketers in Honda Motorcycles.

Brand Update : How Colgate is fighting Patanjali

Colgate holds around 54% market share in the Rs 6000 Crore Indian toothpaste market. Of late, the brand is facing tough competition from Patanjali Ayurveda. Patanjali which is a brand which is closely associated with Yoga guru Baba Ramdev is touted to be a disruptive force in the consumer products market.

Patanjali which recently got aggressive in the market has garnered around Rs 5000 crore within a short span of time. It has overtaken firms like Jyothi Lab, Emami etc in the turnover. 

According to business news reports, Colgate is expected to face the toughest challenge with Patanjali's Dant Kanti cornering a Rs 450 crore turnover in 15-16. 

Colgate is a very aggressive marketer and is not expected to take competition lightly. Even with a market share of 54%, the brand is not known to be complacent in the addressing of competition. This case also Colgate took pro-active steps in countering the onslaught of Patanjali Ayurveda.

Colgate chose to fight  Dant Kanti using the variant Colgate Active Salt Neem. It is interesting to see that Colgate Herbal was not aggressively promoted rather it chose the Active Salt variant. Secondly, Colgate chose to rope in Priyanka Chopra to endorse the variant.

Watch the ad here : Colgate Active Salt Neem

While the neem + salt combination brings the brand parity with Dant Kanti, the celebrity endorser enhances the strength of the counter attack. 

Since Dant Kanti's main positioning is the Natural Platform, Colgate now has three variants - Herbal,Active Salt , Active Salt Neem in its portfolio. 

With the aggressive counter attack, Colgate expects to arrest the growth of  Dant Kanti. Some damage will be done since Patanjali uses price as the major strategy for market growth. But with the natural attribute neutralised, Colgate expects to retain its current customer base  with the Colgate brand portfolio. 

Apsara Pencils : Extra Marks for Good Handwriting

Brand : Apsara
Company : Hindustan Pencils Ltd

Brand Analysis Count: # 565

Apsara is a brand of Hindustan Pencils Ltd, which also owns the Natraj brand. Natraj and Apsara together control 60-65% of the pencil market in India. According to The Business Line, Indian stationery market is worth around Rs 10,000 crores. With more than 250 million students and 10million schools, the market is huge and growing. 

Hindustan Pencils Ltd follows a dual-brand strategy in the market.The dual-brand strategy is using two independent brands ( or sub-brand)  to cover the market. 

[In some literature, dual-brand is interpreted as using two words in a brand name or combining two brands to form a new brand name]. 

There are advantages and disadvantages for dual-brand strategy. The strategy is good for covering the different segments of consumers. Since the two brands are independent, there are no issues of positioning conflicts. Another advantage is to build barriers to entry for the competition.  Further the company can use one brand as a flanker in the case of an aggressive competitor. The disadvantage is that of cannibalization and increased cost in servicing two brands. 

In the case of Natraj and Apsara, both the brands have the same range of products that include pencils, erasers, sharpeners, pens, etc. Apsara has a good range of professional and drawing pencils. Apsara Pencils are priced higher than Natraj and offer more options.

In the promotion front, Apsara has been consistently focusing on the darkness of the pencil and the benefit of good handwriting. The ads showing 105/100 marks where five extra marks for handwriting is very clear in communicating the benefit that brand offers.

Watch the ad here: Apsara handwriting ad

Natraj maintains the focus on the long-lasting quality of the product. It recently launched an excellent advertisement highlighting the benefit. Watch the ad here

The dual-brand strategy works when the market is closed and with limited competition. Indian stationery market is witnessing huge competition which has intensified after ITC forayed into it with the Classmate brand. With a commanding market leadership, Hindustan Pencils Ltd had not rested on its laurels. The company invests in product development and promotions. The range of pencils that both the brand offers are a testimony to that. 

Bajaj V : The Invincible

Brand : V
Company : Bajaj Auto

Brand Analysis Count : # 564

Bajaj V is the company's latest foray into the commuter segment. For a long time, Bajaj Auto has been looking to get a foothold in the commuter segment. The company's brand in the segment - Discover is not doing well and the competitors are making merry of the market opportunity. 

The brand story of V is very interesting. This is one of the examples of client - agency synergy working wonders. As the report suggests, Leo Burnett suggested the idea of using the INS Vikrant's decommissioning to create a new product. 

INS Vikrant is India's first aircraft carrier and it has played a stellar role in the India- Pakistan war. The aircraft carrier was decommissioned in 1997 and the government decided to dismantle the carrier this year. The agency suggested that Bajaj use the INS Vikrant to launch a new bike. 

The brand V was born inspired by INS Vikrant. Bajaj Auto bought the metal of INS Vikrant and used it in the bike manufacturing. Thus V became a part of the story of Vikrant. 

Bajaj Auto went on an overdrive in connecting the Brand V with the Brand Vikrant. The campaign tried to enthuse the customers to get a piece of history with them when they buy Bajaj V. The variant was named V15. 

To emotionally stir the passion, the company used content marketing very effectively. The brand launched a documentary titled - The Sons of Vikrant , highlighting the contribution of the heroes who manned the carrier. 

Watch the video here : Sons of Vikrant

The  launch ad also tried to create a sense of patriotism and also history into the brand. More than the historical association, the use of INS Vikrant also helped create instant brand trust in the new brand launch.

Watch the ad here : Bajaj V launch ad

Behind all these stories, the company also have sound product strategy. The new brand is positioned as a premium commuter bike. Priced at Rs 60000-70000, the company aim to create a new category for itself. The Bajaj V is a 150 cc bike and is styled as a Cafe Racer. The target customer is one who looks for a stylish bike but cannot afford to buy a Pulsar. 

Since the entire brand is being built on the legacy of Vikrant, the question is what happens after the entire metal of Vikrant is exhausted. The company has launched the Bajaj V15 as a limited edition. So the V15 would be there till the metals last, then there will be another variant of V. 

The brand Bajaj V already have won lot of accolades for the marketing idea and will be a case study for aspiring marketers on using opportunities to get an edge. 

Brand Update : Appy Fizz repositions to lose its cool factor

This summer, Parle Agro has made a drastic repositioning of its unique  product - Appy Fizz. Launched in 2005, Appy Fizz had carved a unique place in the Indian market with its fizzy apple drink. The brand was built on a cool quotient exemplified by the strategy of anthropomorphism. The drink became  the cool character and the ads too supported the positioning. Appy Fizz had one of the good taglines  " A Cool Drink to Hang Out With"

Now Parle Agro decided to undo all those with the new campaign. A lot of things have changed in the new repositioning.

• The package was changed. The logo was tweaked and the design is in line with the Frooti logo design.
• The tagline was changed to " Feel the Fizz".
• The Appy Fizz  character has been discarded.
• New celebrity endorser in Priyanka Chopra.

watch the ad here : Appy Fizz Repositioning

The new repositioning came as a big dampener. The brand changed its personality completely. The tagline " Feel the Fizz" is also a poor replacement of " Cool drink to hang out with". This " Feel " thing is an overused tagline. For example, the scooter brand Hero Maestro has the tagline " Feel the Josh". Ford earlier had the tagline " Feel the difference ". So Appy Fizz really fizzled out in the tagline section. 

Secondly about the celebrity endorser part. Appy Fizz was personified as a male. Now suddenly when the brand is endorsed by a female celebrity, I really felt odd. Moreover, the new ad is too much Priyanka and very less Appy Fizz. In all the earlier campaigns, it was the brand which had the prominence.  In all sense, Appy Fizz lost its coolness.

My hypothesis is that Parle Agro wants the brand to come into the mainstream. Appy Fizz by nature is a niche product. Because it is apple drink, the salience will also be low. Trying to change that would be a risky affair. At the same time, the brand can work to strengthen salience and build preference. The current route taken by Appy Fizz is too risky and unnecessary.

Cool Quotient is something that is very difficult to attain. Appy Fizz was fortunate to successfully position itself as a Cool brand. In one stroke,  the company has undone all the investment it has made in the brand. My forecast is that at some point in time, the brand will be forced to be a " Cool drink to hang out with ".