Brand Update : Cadbury rebrands Eclairs to Choclairs

Brand : Cholairs

Company : Cadbury India 

Brand Analysis : # 534

In an interesting move, Cadbury's has rebranded its eclair brand to Choclairs. The brand is now running a TVC communicating this rebranding. Cadbury have two brands in the Eclairs segment - Cadbury Dairy Milk Eclairs and Cadbury Eclairs Rich. 

According to Business Standard, echlair market in India is worth around Rs 1000 crore( 2011statistics) and is witnessing intense competition for share between the players like Nestle, Parle, Cadbury and Perfetti. It is estimated that Cadbury is leading the market with its CDM Eclairs.

What can be the possible logic behind the rebranding of a very well known brand ?

One reason can be to handle the issue of generic nature of the term Eclairs. As I understand, eclairs stands for the special type of candy and is used by all the players in  the market. So when a consumer ask for an eclairs, it is retailer that decides which brand to be given. So by changing the name of CDM Eclairs to Choclairs, Cadbury's expect that problem to subside and with the new TVC the brand is trying to teach the consumer to tell the new name Choclairs.

Watch the TVC here : Candbury Choclairs

Second reason can be to remove the endorsement of Dairy Milk from this category. In my earlier posts on this brand, it may be recalled that Cadbury's had earlier renamed its eclair to Cadbury's Dairy Milk Eclairs .In effect, the eclair was a Product line extension of Dairy Milk brand. Now the brand owners may want to restrict the use of Dairy Milk to the chocolate bar category. So since the endorsement is removed, the eclairs would need an identity and Choclairs has become a new independent brand. 

Third reason can be that Choclairs is the brand which is owned by Cadbury's and is a leading brand in UK and China. Choclairs was created in 1996. So this move can be seen as a global alignment of the brands by Cadbury.

The positioning of Choclairs in India is funny. The new brand's main message is that it will not stick on the teeth. The brand has  the tagline " jo dimag mein chipke, daaton mein nahi "  which translates to " It will stick to your mind and not on teeth ". I wonder why the brand has taken such an attribute in a rebranding exercise. 

It is true that eclairs have a tendency to stick to gum and teeth and may be the brand feels that it may be prompting many consumers away from the category. But as a tagline, I feel that the brand deserves a better treatment.

Related post

Eclairs : Brand Update

Nexcare : Differentiate through creativity

Brand : Nexcare
Company : 3M
Brand Analysis : # 533

Indian wound-care market is dominated by the brand Band-Aid by Johnson & Johnson. This category is created and owned by Band-aid and Band-aid has a generic status in this category. Brands like Dettol had earlier tried to break into this category without much success.

It is in this market that 3M has launched its Nexcare brand. Nexcare has subtly launched itself in the Indian market without much above-the-line promotions. What needs to be appreciated is the traction that Nexcare has got interms of the distribution reach. Nexcare is now very well promoted in most of the medical retail outlets. 

So what makes Nexcare standout from the market-leader ? The main USP of Nexcare is the form-factor and licensed branding. Nexcare has a unique form-factor in the shape of diamond. According to brand's micro-site, the shape provides for a 360 degree protection and makes it more waterproof.The entire packaging of the brand is highlighting the diamond shape to convey the unique form-factor.

Another differentiator is through the launch of  bandages for kids using licensed brands like Barbie, Ben10,Hot Wheels etc. 3M has positioned these bandages as tattoo bandages which instantly appeal to kids. Infact my daughter pestered me into buying  a Barbie tattoo . 

Being waterproof and having a unique shape are not very sustainable brand attributes. Any competitors can copy these attributes. However, Nexcare has effectively placed itself in the market using this USP.Another wise move from 3M is that the brand has not restricted to wound-care but has extended its scope to skincare. Under the skincare range, the brand has launched skin-care pads in its portfolio. 

Market Statistics : Male Cosmetics

According to ET, Male cosmetics market in India is worth Rs 3800 crore growing at 21% and expected to reach Rs 5270 crore in three years ( Link)

Maruti Suzuki Stingray : My Thing ,Everything

Brand : Stingray
Company : Maruti Suzuki

Brand Analysis : #532

Maruti Suzuki recently launched another brand in the crowded Indian hatchback market. The new brand is Stingray. The launch has created a hell lot of confusion in the branding of the new car. While most of the media has touted the new brand as a variant of Wagon-R , actually the company intended it as a brand separate from Wagon-R. But media killed that scheme. If you look at the campaigns and the brand micro-site, Maruti had intended to position this brand differently from Wagon-R.

Wagon-R has been one of the best-selling models of Maruti. All though the looks were not the best, it was one of the most practical cars especially for city drives. Launched in 1999, the brand had sold a phenomenal 12.77 lakh units till date.

Maruti had tried to push the car through its life-cycle through incremental product and design changes. The latest was the " Blue-eyed Boy" campaign in 2010. However, the intense competition has somewhat pushed Wagon-R behind. According to ET, the brand was now in the fourth position in the segment ( link).

According to reports, Stingray was first launched in Japan as a sportier variant of Wagon-R. 

Stingray is targeting the younger crowd. The brand is positioned as a cool car that have it all. The ads typically is trying to convey hip & cool attribute. Watch the ad here : Stingray

The new trend in the market seems to be the mad rush to attract the youngsters. Tata Nano is the new entrant in the mad rush with their new " Awesomeness" campaign.

The tagline of Stingray is " My thing, Everything" which in a way is trying to be everything that an young consumer needs.Stingray is priced premium over the Wagon-R. The starting range of Stingray starts with Rs 4.09 lakh while that of Wagon-R is Rs 3.5 Lakh.

What is interesting about this brand is the unique situation that it fell into. The brand tried to distance itself from Wagon-R but media has forced the label of Wagon-R Stingray into it. One cannot wish away the power of association. The new brand looks very very similar to Wagon-R so one cannot blame for this association. Similar issue is there with Vista which was launched as a new brand but is strongly associated with Indica.

I am not implying that the company doesn't know that such a kind of association will happen, its commonsense that it will happen. But its interesting that media explicitly put Stingray as an extension of Wagon-R without blinking an eye. 

The association with Wagon-R is good for Stingray because of the immense equity that Wagon-R enjoys in the market. Maruti feels that the life-cycle for Wagon-R will slowly move to the decline stage . So there needs to be a replacement for this bestselling car. By launching the new product without the endorsement of Wagon-R, Maruti hopes that the young consumer will not consider it as a " Old and Dated " brand and over a period of time, Stingray will have a position distinct from Wagon-R and in future will takeover the position of Wagon-R.

Titan Company : Rebranding to a Lifestyle Brand

Corporate Brand : Titan Company

Brand Analysis # 531

Titan Industries was born in 1985 as a joint-venture between Tata Group and Tamilnadu Industrial Development Corporation. Titan Industries introduced Titan Quartz watches to the Indian market in 1986 and virtually transformed the Indian watch market dominated by the likes of HMT and Allwyn. 

With smart branding and some cool advertisements, Titan Watches quickly became the market leader and had created a strong premium image in the market. Titan Industries later build various brands targeting different segments in the Rs 4000-4200 crore Indian time-wear market ( source : Business Standard)

Titan Industries' brand portfolio consists of 

Fastrack : targeting youngsters

Tanishq : lightweight jewelry 

Sonata.: Low priced

Xylys : premium end

The Titan brand adopts a sub-branding strategy where various sub-brands target various segments in the market. The notable sub-brands are   Titan Raga, Titan Zoop,Titan Edge, Orion, Purple, Obaku, Tycoon, Bandhan, Octane, Automatic and HTSE series. ( source : Titan Website)

Titan Industries also diversified into jewelry with the brand Tanishq and then to eye-wear with Titan Eye+ brands.

This year, Titan Industries decided to rebrand itself as Titan Company Ltd. According to news-reports, the name change was to signify the corporate brand's movement from a watch company to a lifestyle company. The company leaders thought that the term " industries" now is not relevant in the firm's new directions.

The current corporate rebranding of Titan Industries to Titan Company has also given a new logo for the corporate brand. The new brand elements were designed by the famed agency Ray + Keshavan.

The current rebranding has also an interesting offshoot. Now there are two brands - Corporate brand Titan Company with its own logo and the watch brand - Titan with another logo. Newsreports suggest that the watch brand will retain the existing logo and the tagline - Be More. Since the Titan Watch brand is the most recognized and recalled brand, I am not sure how the name change of the corporate brand will help build a lifestyle image. 

Titan Industries started with a single brand- single product company. The initial portfolio strategy was to build a branded house where all the product ( watches ) had the same brand name ( Titan) which incidentally was the corporate brand. The brand architecture was to have sub-brands targeting various segments. This strategy was changed with the introduction of brands like Sonata , Tanishq etc. Fastrack which was launched as a sub-brand later became an individual brand.

Hence over the period of time, Titan Industries' brand portfolio became a mix of House of Brand and Branded House strategy. There were  many individual brands in the portfolio, at the same time bulk of the mid-range watches were endorsed by the corporate brand - Titan. Titan brand was also used to endorse categories like eye-wear .The company also plans to include categories like fragrances in the near future.

With the launch of a logo and name Titan Company, it is to be assumed that the company now wants to develop a corporate brand different from the watch-brand.  The issue here  is that both the brands are the same. 

Confusing isn't it !