Monday, January 11, 2016

Britannia Good Day : Har Cookie Mein Kayi Smiles

Brand: Good Day
Company: Britannia

Brand Analysis Count: # 561

Good Day is an interesting brand. Launched in 1987, the brand had come a long way. The brand was launched by Britannia when it identified a gap between the glucose biscuit category and cream-biscuit category. According to a report in Business Line, the company felt that customers want an indulgence product which they can consume during tea-time. The company thus pioneered the "Cookie" category in India by positioning Good Day just above the glucose biscuits. The  new product was different from the glucose biscuits by the inclusion of berries and dry fruits. 
The Indian biscuit market is worth Rs 25,000 crore and the cookie is the fastest growing category in the industry. According to ET and Business Standard, the cookie category is worth around Rs 6000 crore. Good Day is leading the category with around 30% market share. Parle and Sunfeast are close followers with a share of 27 % and 25% respectively.

Good Day, which created the cookie market at one time enjoyed more than 70% share in the market. The decline is attributed to the competition it faced from Parle and Sunfeast. 

Good Day as a brand was promoted on the basis of the happiness platform. The brand had the very famous tagline " Have a Good Day " which was reinforced by some very good campaigns. 
Watch the earlier campaign of Good Day: Campaign 1, Campaign 2

According to news reports, the core philosophy of Good Day is happiness and optimism. The brand has been consistent on the positioning platform since launch. 
2015 saw a relaunch of the brand. The brand has been suffering from the onslaught of ITC's Sunfeast. Sunfeast virtually changed the face of the biscuit market. Sunfeast brought lot of energy to the biscuit market with lot of new launches and varieties. 
Britannia is now responding by elevating Good Day into an umbrella brand with lot of new varieties and sub-brands. For example the Chunkies is a premium cookie brand launched as a sub-brand of Good Day, endorsed by Deepika Padukone. 
During the relaunch, Good Day also have changed the tagline to " Har Cookie mein kayi smiles " roughly meaning - every cookie has many smiles. The brand is reinforcing its happiness positioning through the packaging also. Good Day now has put a smile into the packs and is now selling the curved lines of the biscuits as smiles. 
Watch the ad here : Smile Good Day
The new avatar of  Good Day is a smart move by Britannia. The brand is not complacent in the face of competition. How ever, the brand could have retained the tagline " Have a Good Day " . The original campaign is so powerful and popular, Good Day has virtually let go a very powerful brand element.