Sunday, March 29, 2015

Brand Update : Fair & Handsome ropes in Hrithik Roshan

Indian men's grooming  market is estimated to be  Rs 4300 crore market ( Source - Euromonitor). The skin care market is estimated to be around Rs 700 crore. The fairness segment for men was created and dominated by Fair and Handsome . Launched in 2005, FAH became hugely popular. The brand rode to fame with the endorsement from Shah Rukh Khan.

After 8 years of association with SRK, FAH has now roped in Hrithik Roshan as the brand ambassador. Hrithik is featured in the new ad for FAH Face wash. The men's face wash category is worth to be around Rs 250 crore. The 8 years association with SRK has helped FAH to be the leader in the category.

The new brand ambassador is expected to rejuvenate the brand and bring in freshness. The brand is currently airing the TVC featuring the new brand ambassador.

Watch the TVC here : Hrithik FAH

The ad highlights the functional benefits of the FAH facewash with brand ambassador as the user. The reports suggest that Hrithik would be one of the ambassadors and does not indicate that he has replaced SRK. 

Wednesday, March 11, 2015

Brand Update : Sunfeast Brand Architecture

Launched in 2003, Sunfeast has come a long way. The brand has become an umbrella brand endorsing a wide range of biscuit and other products from the ITC stable. It is interesting to see the brand architecture of Sunfeast.

Brand Architecture refers to the strategy in which the company decides on how to use the brand elements and how these elements are shared across products. So Sunfeast's brand architecture refers to the strategy on the usage of Sunfeast brand elements across various products.

ITC has used Sunfeast as an Umbrella ( Family ) brand name for biscuit and snack products from its stable. Sunfeast endorses the following products - biscuits, noodles and pasta. 

Within each category, the brand architecture of Sunfeast is interesting.

According to the brand's website, ITC has divided the biscuits into four sub-categories - Cookies, Cream based biscuits and  Light and Fun biscuits and Healthy biscuits.
In the brand architecture , the company has used sub-brands for various types of products .

In the cookie sub-category, Sunfeast has following sub-brands - Delishus, Special Cookies and Mom's Magic . 

In the healthy biscuits sub-category, Sunfeast has Farmlite, Marie Lite, Glucose and Milky Magic sub-brands.

In the cream biscuit sub-category, Sunfeast has Dark Fantasy,  Bounce , Bourbon Bliss and Dream Cream  sub-brands.

In the light and fun biscuit sub-category, Sunfeast has Sweet'N'Salt, Nice and Snacky sub-brands.
Within the Dark Fantasy brand, there are three modifier brands - Choco Meltz and Choco Fills and Luxuria.

Besides the biscuit category, Sunfeast is also extended to Noodles and Pasta . For noodles category, Sunfeast uses Yippee  sub-brand and for pasta, it has Pasta Treat sub-brand. 
Recently Sunfeast launched a competitor for Choco Pie in the form of  Yumfills which is not a biscuit but a cream filled cake. 
It is interesting that ITC is investing in not only Sunfeast but its sub-brands because it has lot of cash to spend. These sub-brands are differentiated through packaging and other brand elements like color. 

In this brand architecture, the parent brand  Sunfeast is present as a logo in most of the products. In all the packaging and brand related communication, the primary driver is the sub-brand. ITC expects that over a period of time, these sub-brands will acquire equity and Sunfeast would just be a token endorser. 

Wednesday, March 04, 2015

Milso : The ( Goat) Milk Soap

Brand : Milso
Company : Good Buy Soaps and Cosmetics

Brand analysis count : # 556

This post is about a soap brand from my state of Kerala. It feels good when some one from a predominantly consumer state like Kerala dives into the world of marketing with a brand. Milso is a " Made in India" brand of soap from a little known firm - Good Buy Soaps and Cosmetics. According to reports, the company which began operations in 2007 has been marketing soaps in the rural markets. This is the first foray into the branded urban consumer space.

Milso soap's USP is that it is made from goat's milk. According to the brand, goat's milk has many skin nourishing properties. The brand claims to be the first Indian soap brand to have goat's milk. 

The brand is currently running its launch campaign in its home state. 
Watch the ad here : Milso
While there is nothing great about the ad, the thinking behind the ad is to make the " goat's milk" proposition popular. It is true that there is a novelty in the brand which will definitely catch the interest of the consumer. 
The brand has the tagline " The Milk Soap " and I assume that the brand name is also derived from milk-soap. The company has done right in terms of packaging which looks attractive. I am not sure about the pricing part which will be updated soon.

In the highly cluttered toilet soap category, getting a space for a new brand is not that easy. It takes lot of investment to get the eyeballs and also to induce trial. In a cluttered market, the trouble is that one has to continuously burn cash in order to be in the top of the mind. 
Milso has an advantage in the fact that its USP is really new to the Indian market. That gives a certain amount of eyeballs and trial. The brand according to the company is trying to build awareness about the efficacy of goat's milk in the personal-care space. The fact remains that any other competitor can imitate the brand without much of a problem. 
As a new product, Milso has many good things going for it , the fate now depends mainly on how the brand performs and fulfill its promise.