Company: Parle
Agency: Grey
Brand Count : 153
Melody is one the oldest brand in Parle's Portfolio. The brand which has made a place for its position in the market because of its unique quality and taste is making a comeback. 
Melody is a unique 2 in 1 toffee with chocolate inside and caramel outside. The brand which was premium priced in early days had used its chocolate content as its differentiators.
But somewhere in its life the brand lost its way. The brand was not visible in the media or in the stores. With the entry of high profile aggressive marketers like Perfetti almost pushed Melody to oblivion. Also the brand managers at Parle was not spending enough on this old brand. Confectionery products are bought impulsively and hence the store placement and brand recall performs an important part in the success of a brand in this category. At one point of time , Melody lost on both of these accounts.
The brand thus was slowly forgotten by the customers. Melody had some unique attributes that made it once successful
a. Its unique taste
b. The brand recall and equity
c.The brand elements like its jingle and tagline and packaging.
Melody was famous for its jingle " Melody hai chocolaty" and " Melody khao khud jan jao" emphasising on the rich chocolate core and the high decibel campaigns in the past was so effective that now also people remember the jingle.
But those who remember the jingle and the brand has now become older and the younger ones are not knowing this brand. That is a big problem that this brand faces.
2006 saw this brand coming back to the Rs 1200 crore Indian confectionery market. The brand handled by Grey Worldwide is retaining the famous positioning of "Chocolaty" .The latest ads shows the famous question 'Why Melody is so chocolaty" has made a comeback.
In the analysis of competition, we often say that there is a competition for an Idea among marketers. Brands compete for idea or positioning. Here the " Question" that made Melody famous was hijacked by Chlormint which ask the same question in a different way " Log Chlormint kyon khathe hain". Hence Melody lost the exclusivity of the Q & A that made it famous ( to a certain extent).
But for a consumer who has liked this brand and missed this brand, the comeback is a welcome event. If Parle sustains its product quality and maintains its share of voice, Melody will lift the fortunes of its confectionery business.
Melody is a unique 2 in 1 toffee with chocolate inside and caramel outside. The brand which was premium priced in early days had used its chocolate content as its differentiators.But somewhere in its life the brand lost its way. The brand was not visible in the media or in the stores. With the entry of high profile aggressive marketers like Perfetti almost pushed Melody to oblivion. Also the brand managers at Parle was not spending enough on this old brand. Confectionery products are bought impulsively and hence the store placement and brand recall performs an important part in the success of a brand in this category. At one point of time , Melody lost on both of these accounts.
The brand thus was slowly forgotten by the customers. Melody had some unique attributes that made it once successful
a. Its unique taste
b. The brand recall and equity
c.The brand elements like its jingle and tagline and packaging.
Melody was famous for its jingle " Melody hai chocolaty" and " Melody khao khud jan jao" emphasising on the rich chocolate core and the high decibel campaigns in the past was so effective that now also people remember the jingle.
But those who remember the jingle and the brand has now become older and the younger ones are not knowing this brand. That is a big problem that this brand faces.
2006 saw this brand coming back to the Rs 1200 crore Indian confectionery market. The brand handled by Grey Worldwide is retaining the famous positioning of "Chocolaty" .The latest ads shows the famous question 'Why Melody is so chocolaty" has made a comeback.
In the analysis of competition, we often say that there is a competition for an Idea among marketers. Brands compete for idea or positioning. Here the " Question" that made Melody famous was hijacked by Chlormint which ask the same question in a different way " Log Chlormint kyon khathe hain". Hence Melody lost the exclusivity of the Q & A that made it famous ( to a certain extent).
But for a consumer who has liked this brand and missed this brand, the comeback is a welcome event. If Parle sustains its product quality and maintains its share of voice, Melody will lift the fortunes of its confectionery business.
source: agencyfaqs,parle.com,businessline
1st time on ur blog. got u thru a google search on confectionary market. what wud be the source of your data/ posts
ReplyDeletemelody brings all my birthday memories back...i think from LKG to almost the year i felt ashamed of celebrtaing my birtday in front of the whole class....i have always sticked to this yummy choclate no matter what ...but i do remember that one point of time me and my mom visitng al most all bakery shops in kannur to get some 2 packets of melody choclates...that i got just 1 choclate packet and i felt so bad and my mother some how convinced me to mix one packet of melody with mango bite to put in bitday girls choclate box....well funny part is that even mango bite is not availaibile now...though not a big fan of mango bite...but for melody always ready...happy to see that it has made a come back but i hope i get my old melody taste back...:)
ReplyDeleteBeing an avid confectioner and worked in a leading brand, i would say Parle Melody was excellent in the intial phase of launch, later they started milking the cow literally, product quality is hardly 50% of the original stuff launched by Parle.
ReplyDelete☺♥
ReplyDeleteWhat is the price of a single choco
ReplyDelete