Brand Update : Lux

I cannot but watch this brand with a sense of awe. Lux and the brand's sustenance at the top of the product lifecycle.

There is never a dull moment for this brand. Be it the Chocolate Seduction or the Black Provocateur. Now Lux has launched two exotic variants : Lux Strawberry & Cream and Lux Peach & Cream.

The new variants are the fruit based soap which is now the flavor of the season. Lux has always been in the forefront of identifying and creating new trends in soap flavors.
What is interesting about the two new variants is that these are not promoted using sub-brands. As you may recall , most of the new launches in the recent past for Lux has been using sub-brands.

We had Lux Crystal Shine, Lux Provocateur , Chocolate Seduction etc. I had commented on my last post that HUL may have forgotten the Core brand Lux.

My fears are now found addressed as the new variants represent the core brand . My argument is substantiated by the fact that both these variants contains Cream which is the essence of the Original brand Lux.
The new launch also assumes significance in the light of heightened competition from ITC brand Vivel Di Wills. Vivel has been promoted with Film Stars and also comes in new exotic flavors.

Strawberry is going to be a new trend in the personal care market. I think it was started by Parachute Starz which is heavily promoted as having strawberry extracts.

Soap is a product where loyalty of customers lie not in a single brand but a basket of brands. Since the investment for the product is negligible, consumers are not averse to trying out new flavors or brands. Hence the task for any soap brand is to keep engaging the consumer at either the product lever or at the promotional level.
Brands like Santoor has been investing in promotions while the product essentially remained the same. Lux is taking the product route where consumers are engaged with new flavors and variants.
The new Lux variants are promoted exhaustively in women's magazines. What I liked about both these variants is that it is tempting. Both Strawberry and Peach has a tempting effect to it and I am sure that many consumers will try out these variants.

Brand Update : Kit Kat Chunky

Kit Kat has launched its globally successful variant Chunky in India this year. Kit Kat Chunky is a king size single finger variant of KitKat.
Kit Kat Chunky was globally launched in 1999. The high profile launch was a result of an internal rejuvenation project ( project Tyson) to lift up the sagging Kit Kat brand. Kit Kat Chunky was an instant hit and was touted as Nestle's most high profile brand success in that decade.

The reason for the variant launch in 1999 was because of the lack of popularity of original Kit Kat among the 18-25 year old. Chunky made the brand popular again in that segment.

In India , the brand has been launched in two variants : African Choco and Hazel nut
The variant is being promoted through TVC. Watch the commercial here : Kitkat Chunky

The look of the product itself raised some questions in me. The product is so Un Kit Kat like . Instead of the famous four finger product you have a single finger chunky chocolate bar. The packaging is also entirely different from the original brand. Will it not affect the parent brand ?

The success of this variant globally shows the paradox of marketing. The success of Chunky itself contradicts the 'conventional ' wisdom of Brand Extensions that extensions should be in line with the original brand's core values and strengths. Here that rule is broken that too successfully.

Having said that I feel that one has to be very lucky to get away with that kind of extensions. In India the market for wafer based chocolates has been negligible. Although Perk and Kit Kat had initial volumes, these brands now occupy a negligible share in the total chocolate market. The reason for Chunky's launch is to address this issue. Compared to the wafer chocolate, Chunky is a full finger Chocolate with added crispies like nuts. The launch is from the insight that Indian consumers like to have more chocolate than anything else.
But Kit Kat Chunky is not the first brand to try out these products. I remember Cadbury's having a Chunky range which later faded in the market . Whether Chunky will raise the fortune of Kit Kat is some thing to watch for.

Related Brand
Kit Kat

Smyle : It does Wonders

Brand : Smyle
Company : Maneesh Pharmaceuticals


Brand Analysis Count : 314

Smyle is one of the popular brands in the OTC market in India. This 60 crore brand earlier belonged to Kopran Pharma and was later sold to Maneesh Pharmaceuticals Ltd.

Smyle as the name suggests was firts launched in the Oral care market. Its most popular product was Smyle Mouth Ulcer Gel. Smyle was one of the first OTC ayurvedic Mouth Ulcer Gel. The product achieved instant popularity because of its effectiveness.
Mouth Ulcers are a common irritating disease . The reason for mouth ulcers can be many : digestive problems, vitamin deficiency, accidental biting, use of heavy antibiotics etc. Once it is there, it causes severe pain and one will not be able to eat anything till the ulcer get cured. Normally we used to treat this ourselves using some home remedy like applying coconut oil etc. Usually one will resort to medical advice only in case of severe ulcers.
But the medicines that are usually prescribed for Mouth Ulcers tastes too bad and often smells bad also. This has opened up a new untapped market for a user friendly product.
Smyle Mouth Ulcer Gel had lot of advantages. First was that it tasted pretty OK and hence the customers did not mind using the product again and again. Secondly Smyle was ayurvedic and hence perceived to be side - effects free. Thirdly , the product was very effective.
These advantages created lot of equity for this product. But the market was small and Smyle Gel was essentially a niche brand. Smyle ulcer gel was promoted heavily through TV and print ads. I still remember a TVC which shows a guy screaming with pain inside a cinema hall while having a popcorn.
What was interesting is the way in which the brand owners extended the brand " Smyle " . I don't know the exact hierarchy of the launch of these extensions but here is the list of brand extensions of Smyle :
Smyle Mouth Ulcer GEl
Smyle Toothpaste
Smyle Prickly heat powder
Smyle throat reliever
Baby Smyle range of baby soaps
Baby Smyle baby powder
Smyle Lozenges
Smyle vaporub
Smyle Freshness talc
Smyle first aid kits
Smyle band-aid
Smyle nasal inhaler.

All these products were launched in a span of four years. Common sense says that the brand extensions was too many too fast.Smyle extending itself into powder and baby products does not make sense because the parent brand Smyle does not have a strong brand equity to support these category extensions.
Marketing theory suggests that inorder for a brand to extend into multiple categories, the parent brand should have strong relevant brand equity aswellas brand values. Smyle as a parent brand did not had such extendable brand equity. What Smyle had was a successful product.
Smyle Toothpaste made sense because Smyle was associated with Oral-Care . But there also the brand did not invest on building a positioning platform but tried to become a price- warrior. Fighting the giants like Colgate, HUL and Dabur needs more than low price.
While the throat lozenges and cough syrup extensions had a connection with oral-care, the brand had to break into the strong hold of power brand like Vicks. Smyle throat reliever had a USP of Gargle and Gulp property but I feel that the brand lacked power to compete with Vicks.

Having extended so much into so many products, Smyle may have shown an increase in the cumulative sales but in the long run, there is a chance that the brand may bleed itself to death. With out developing a core brand, too much energy has been spent on these brand extensions. Successful umbrella brands like Vicks and Johnson & Johnson have unmatched core- brand strentgh which Smyle lacks. Smyle as a brand had lot of advantages like a good brand name and a successful product . The brand could have leveraged the Smyle name and could have built a strong brand image taking some time . For example Smyle can take meaning of Smile from relief, enjoying life , freedom from pain , instant relief etc. Once that core values are built, these extensions could have worked . I am not saying that the extensions of Smyle has failed but I have a feeling that the brand will be wasting too much money over building these individual extensions since Smyle lacks a core equity.

For every brand manager, its always a dilemma choosing between investing in a brand Vs showing high sales figures. In this era of managing brands on a quarterly basis, investing in building brands takes the back seat.

Brand Update : Tata Indigo

One should admire the engineering team of Tata Motors for their path breaking efforts. Ofcourse the Tata Nano was the ultimate display of their talent but here I am talking about the new variant of Indigo . i.e Indigo CS..... CS means compact sedan.

Indigo has become smaller. The engineers in Tata tweaked the boot of Indigo and squeezed the length of the sedan within 4 meters. The cars which have less than 4 meters length qualifies for an excise rebate. Thus Indigo CS comes with a mouthwatering price of Rs 3.80 + ( ex-showroom) making it one of the cheapest sedans on the Indian roads.
The logic behind the launch of compact Indigo is to pre-empt competition and also to make the sedan more affordable to the consumers.
Recent launch of Logan had the potential to threaten the Indigo's position in the market. Logan - with its low price and good package had met with a good response both from consumers and auto-experts. Indigo CS variant will act as an effective Flanker brand for Indigo. Another reason is the huge potential space between a hatchback and a sedan.

Typically for a middleclass customer Sedan upgrade usually was a difficult dream. The entry level sedan costs anywhere from Rs 5 lakh + ( before the launch of Logan ) .The withdrawal of Esteem from the market also opened up a new opportunity for an entry level sedan. Even now for Indian consumers Sedan is preferred more than a hatchback ( preferences are changing) . Hence these customers opted for a luxury hatchback. Many marketers has used this opportunity to create the luxury hatchback segment which is now growing very fast.
This has affected Indigo verymuch. On one side , the competition from players within the segment and then competition from luxury hatchbacks. With the launch of Compact Indigo, Tata Motors is taking the fight into the hatchback's camp.
Indigo CS is launched with the slogan ' Class starts early '. The brand is eying the first time car buyers to stretch their budget a little and own a sedan rather than a small car. Now a potential Santro buyer have an option.
A usual question that comes to mind is whether the new variant cannibalize the original Indigo. I feel that to a certain extent it will cannibalize . But its better that the customer stays with the Tata models rather than go for a Logan or a i10. By launching this variant, Tata's sedan product range is now complete . In the entry level, there is CS, there are Indigo variants at the middle level and the lengthier Indigo XL at the higher end. Tata has ensured that in all these levels , customers get maximum value for money.
Will Indigo CS cannibalize Indica. The answer is Yes, but Tata will be happy since customers are paying more .

A reader had earlier commented that I am too emotional about Tata Motors and often forget the fact that their products lacks refinement . I know of Indica/ Indigo owners who are delighted with the performance of their cars and even chosen their upgrades from Tata Stable. Also I have seen many owners who had complaints about their Tata cars. I prefer to say that luck plays a part in whether your Tata car's performance. As a marketer, I feel that this should be an area of concern for the brand. Time is now ripe for Tatas to make their brands perfect interms of their performance. If Tata's could deliver Maruti like performance ( in terms of product quality) , nothing can stop them to become global majors.
Related Brands
Tata Indigo

Dabur Chyawanprash : Zaroorat Hai

Brand : Dabur Chyawanprash
Company : Dabur
Agency : Mccann Erickson

Brand Analysis Count : 306

Dabur Chyawanprash is an interesting brand for anyone who is interested in marketing. Two factors makes it special. First factor is that this is a truly Indian product and a product which is very close to our heritage and mythology. Second factor is the effort of market leader in rejuvenating the category.
Chyawanprash is an ayurvedic health supplement. The name is derived from Hindu Mythology. The story goes like this. Chyawan was the son of Bhingu and Puloma. He was physically weak and later in his life Ashvini Kumars came to his hermitage and offered him a divine medicine " Prash " which made Chyawan young and healthy. The name Chyawanprash came into existence based on this mythology.
Dabur Chyawanprash ( DCP) is a heritage brand which came into existence in the year 1949. The brand is now ruling the market with a marketshare of around 60 - 70 %. The total Chyawanprash market is estimated to be around Rs 300 crore ( AC Neilsen Retail Audit 2006-07 ).
Chyawanprash is popular as a kid's health tonic. Parents used to rely on this product for their kids especially if the kids are between 6-16. Because the tweens are usually hyperactive and less inclined to taking foods. Hence Chyawanprash offered a solution to the worried parents. The ayurvedic tag also alleviated worries of side-effects .

Over a period of time Dabur Chyawanprash began to face tough competition not from other chyawanprash marketers but from health food drinks market . Infact the generic competition was hurting DCP more than the brand competition. The health food drinks like Horlicks, Bournvita, Complan etc appealed more to kids than the Chyawanprash. The modern lifestyle also made this product look dated. There was also a perception among the consumers that Chyawanprash is something that has to be consumed when you are not feeling healthy.

From my own example, I was not considering this product category for my kid. But when my child had a series of cold and fever, I started looking at this product category. Hence this perception was limiting the potential for a brand like DCP. Another perception in the market was regarding the user profile. The category is perceived to be of use to only 'kids and aged' and not for adults. These issues severely restricted the growth of the category.

DCP although was ruling the market faced the issue of stagnation. The stagnation was a result of category stagnation rather than saturation. The only option left for DCP was to rejuvenate the entire product category.
In 2007, Dabur undertook a major repositioning exercise for this Rs 150 cr0re flagship brand. The purpose of repositioning was to :
Stretch the market for Chyawanprash
Make the brand more contemporary
Reinforce new set of attributes.

The brand identified two segments : Adults and Kids as the focal point in the repositioning exercise. A series of TVC and print campaigns were released to target both the segments. The campaigns were aimed at parents. The consumer insight was that people care about their loved ones than oneself ( source : Hindustan Times).

The entire campaign was based on the theme of 'role reversal '. The ads featured the brand ambassador Amitabh Bachchan asking the audience to understand the challenges of being a kid, a father and a mother. The campaign involves mother taking the role of a kid, father and son taking the role of a mother and thus understanding the physical and metal exertions involved in each role. The ads end with the Voice-Over ' Dabur Chyawanprash , Zaroorat hai sabko ' ( meaning - DCP : essential for everyone ).

DCP earlier had the slogan - Zaroorat Hai and was positioning itself as a health tonic which is essential for kids. The new tagline broadens the segments by including every member of the family. In the new positioning the brand retains the core brand manthra of ' Natural health tonic' but stretches the segments to include adults.
By positioning it to adults does not mean that the brand has lost its sight on kids. The brand makes itself relevant to kids by a series of campaigns featuring a new brand ambassador Vivek Oberoi.

By positioning itself to new segments, the brand aims to realize its full potential . DCP now stresses on the new set of attributes : health , stress and diabetes. While the standard Chyawanprash takes the health attribute, Dabur launched Chyawanshakthi to take on the stress platform. Chyawansakthi is positioned as a stress reliever and energizer.

DCP also makes the category attractive to diabetic/ diabetic prone consumers by launching Dabur Chyawanprakash. Chyawanprakash is targeting the high density of diabetic patients in our country which makes a highly lucrative market.To take on the competition from the health food drink market, Dabur is planning a foray into the HFD market with a new brand.

News reports suggest that the new gamble has paid off pretty well. What I liked about the repositioning is the execution of the entire idea. Without making much hue and cry, the brand had very subtly made itself relevant to adults.

Brand Update : Alpenliebe

Alpenliebe has launched a new chocolate variant named Chocoduet Alpenliebe . The campaign features the brand ambassador Ms Kajol and the animated crocodile . Infact recently only I came to know that the name of the crocodile is Mr Munch. One of my readers has jokingly remarked that the crocodile is the symbolic representation of Ajay Devgan . Although personally I hated the new campaign, there are ofcourse a lot of people who liked the freshness of the campaign (???) .However I think that the croc and Kajol is set to stay for Alpenliebe.
Watch the ad for Chocoduet here : Chocoduet

Perfetti had entered the chocolate echlair market with the brand Chocoliebe. The company also has a chocolate flavored candy Chocotella. This time, the company is filling the line with the chocolate variant of Alpenliebe.
It is interesting to note the brand name strategy of Chocoduet. The brand name is set in such a manner that the new variant will not affect the core brand Alpenliebe. Alpenliebe is a pure sugar filled caramel candy.When a chocolate variant is launched, the new taste & form is totally different from the core brand can dilute the primary association of the core brand. Hence the name Chocoduet is being promoted as the primary brand and Alpenliebe in a sense endorses Chocoduet. If successful, Chocoduet may be developed as an individual brand otherwise it will be silently taken off the market.
On the promotions front, the brand has not been using the Mr Munch to the fullest. Mr Munch could be used in OOH aswellas through cartoons and virals - something like adventures of Mr Munch ( targeted at kids). There is one problem also in promoting Mr Munch because Nestle owns the brand Munch and this can land Perfetti in trouble over trademark violation.
With regard to the core brand Alpenliebe, I still have the opinion that the new positioning ' lalach aaha Laplap" does not come anywhere near the earlier positioning of ' every moment is an occasion to celebrate '

Related brand
Alpenliebe

Brand Update : Santoor

Santoor has launched a new variant : Santoor Glycerine. Through this variant, Santoor is entering the turf of Pears . Glycerin soap market size is estimated to be around Rs 280 crore ( BS dtd 21/11/07). Pears in a sense is owning the market for glycerin soaps.

Santoor Glycerin is being positioned as a moisturizing and nourishing soap. The launch is in line with the winter season when the skin needs moisturizing. The campaigns are already on air .

Watch the TVC here : Santoor Glycerin
The brand is following the same " Younger Skin " positioning. The new variant is trying to differentiate itself with the Sandal + Glycerin formula where as Pears is a pure glycerin soap. Santoor has also not used either Saif or Madhavan in the campaign for this variant.It is interesting to note that Pears is also using the mother- daughter equation.Santoor Glycerin may not hurt the position of Pears but may create a space for itself .

A normal doubt that arises is whether the launch of this variant will hurt the parent brand . Pears was not successful when it launched some variants ( mint blue) because it was strongly associated with glycerin and also the brand element ( color). But in the case of Santoor, the brand is closely associated with Sandal and turmeric. The new variant also has sandal which is in line with the parent brand. The new variant has all the brand elements of original Santoor. The protagonist is same and interestingly the Color is also the same. Hence there is a better chance of this variant adding value to the original Santoor. The variant gives a chance to the loyal customers to experiment new product within the brand portfolio and also encourage new consumers to the brand.

Related Brands
Santoor

Brand Update : Lux

It seems this season is of Brand Updates. This time its for Lux. Lux has recently launched yet another variant : Lux Crystal Shine. The new variant has the shine of crystals and drops of moisturizer in it. The variant is positioned as one that gives luminous sensation or in plain language will make your skin shine.

In order to convince the customer that the soap contains CRYSTALS, Lux has added some " Gilt" into the soap and the soap gets a sparkling look.The new variant also features the new Lux Diva in Ms Priyanka Chopra.
Other than the new look, pack and fragrance, what is interesting about Crystal Shine is its ad campaigns. The ad campaign featuring Priyanka is an Indianised version of Lux Shine campaign from Argentina.
Watch the Original campaign here : Lux Shine
This campaign is popularly known as Lux Neon Girl campaign and this has won many creative accolades. The agency has just edited certain portions and added Priyanka at relevant places ( thanks to editing softwares) and the Indian version is ready.
The same technique was used in the Lux Haute Pink launch too. The question remains as to why a cash rich company like HUL use a campaign famous elsewhere in India instead of coming out with a much more original localized version? Why should a respected advertising giant like JWT ( India) do such Copy - Paste work?

I think that the reason is simple. HUL has been trying to introduce some of the famous global variants of Lux in India. Lux Pink and Crystal Shine is a part of Lux's profile in various countries. HUL is not sure about the success of these variants and may be hesitant to invest heavily in these variants which are Un-Indian. Hence the easy way out is to import the campaigns also. In the case of Crystal Shine advertisement, it was creatively appreciated worldwide hence HUL thought that it will work in India too. The success of AXE brand's international campaigns in India gives the company more reasons to import globally successful ads for the Indian variants.
I personally did not like both Lux Pink and Lux Crystal Shine Ads. Some where the connect was missing. The earlier campaigns involving the film stars were very Indian but these campaigns were totally out of sync ( Personal opinion). It may be that HUL does not want to take too many risks .......The problem is that if this trend continues, Lux will no longer have that " Customer Connect" which can hurt the brand in the long term. Although the packaging of both Pink and Crystal Shine are different, the Indianness is lost which I feel is dangerous.

Another disturbing fact is that Lux is increasingly diluting its primary associations with " Milk Cream " . For decades, Lux is known for its milk cream and the Celebrities. Both new variants do not have "milk cream ". The marketers are playing around with the core strength of Lux which I feel can hurt the brand in the long run.

Related Brand
Lux

Brand Update : Crocin

Crocin is yet again in a repositioning exercise. The brand which was struggling itself to break the " fever pill " perception is trying to enter a new segment : Cold and Flu tablet segment.

Crocin was earlier trying to position itself as a pain reliever ( Analgesic) and met with limited success.
Crocin is trying to enter the domain of brands like Vicks Action 500 and D'cold with a new extension Crocin Cold N Flu.The television campaign is already on air.
Watch the TVC here : Crocin Cold N Flu
The execution of the ad is perfect and the message very straight forward. The brand is pitting head on with Vicks Action 500 by emphasizing on the four main symptoms of cold : headache, congested nose, back pain and throat pain. The message is strikingly similar to that of Vicks. However the execution is much more classy that that of Vicks Action 500. That means that Crocin variant is targeting urban crowd with this variant compared to the much more down to earth targeting of Vicks Action 500.

I feel that this time Crocin has got its positioning correct. I checked with a local druggist and to my surprise, the stock was sold out ( its rain out here....) . So the ads seems to have clicked.
One reason for the success of this variant is in the concept called Brand Association. In the Pain relief variant, the brand tried to downplay the brand's primary association with fever. That caused a confusion in the mind of the consumer. How can one take a fever pill for headache ?

This time the variant "Cold N Flu " takes the primary association into its advantage by using the term Flu with the brand name. This rings a bell since we feel that Catching cold is a symptom of catching fever. Hence the customers will feel much more secure by taking a pill which is a combination of ' Fever and Cold " remedy.

This variant is going to create some dent into the market dominated by Dcold and Vicks. I feel we are going to see a lot of sneezing models on television in days to come

Related Brand
Crocin

Mango Bite : With Real Mango

Brand : Mango Bite
Company : Parle

Brand Analysis Count : 284

Parle's Mango Bite is a highly successful brand which stood the test of times. The brand which was launched in 1990 stood up and faced competition from the plethora of brands which invaded the Indian market post liberalization.
Mango Bite as the name suggests is both a benefited and constrained by a Descriptive brand name. Benefited because the brand name Mango Bite without doubt conveys what the brand means to the customer. Constrained because Mango Bite cannot bring too many variants.
Mango Bite has been consistent in its focus as far as its positioning is considered. Mango Bite was positioned as a candy made of real mango pulp. The brand was promoted heavily and the jingle " asli yeh goli mango wali" was very famous.

Mango flavor has been close to Indian palate for a long time. Many brands have take a cue and made a successful brand out of this flavor. But the problem is that once registered, the brand will be strictly associated with this flavor by the consumer and brands like Maaza have burnt their fingers by coming out with different flavors.
So in a category where impulse buying is the norm, these brands have to struggle to catch the fancy of the customers. Marketers try to rely on new variants to create excitement in the market. Mango Bite also has made some effort in its looks with a Single Twist Wrapping and also in 2002 launching a juice filled candy variant Juizy Mangoh.
The brand in a way succeeded in the market because of the sheer taste of the product . The brand lived upto the expectation of a real mango bite.

The brand is now running a campaign of its new variant Kaccha Mango which is a new unique flavor ( raw mango flavor). Although the idea of Raw mango flavor was experimented by Frooti, Kaccha Mango Bite was more successful compared to Frooti's variant. Kaccha Mango Bite is positioned as a Copy of Kaccha Mango. The launch campaign featured a boy giving a raw mango to a Photostat Shop and asks for a Copy of the raw mango, what comes out was the brand. The idea was simple and the execution was too simple. But the concept got accepted by the market. Kaccha Mango Bite had that " Some thing different " in it which prompted the customer to not only try out the new brand and also make repeat purchases.

This variant is now running a much more quality campaign in the visual media which reinforces the positioning of this variant as an exact COPY of Raw Mango. Although Kaccha mango bite is entirely a different flavor, the company has been able to create some excitement into Mango Bite. Parle was able to work around the constraint of having a descriptive brand name. I feel that even Mango Bite could use a laddered up version of this COPY concept. The brand has been keeping low profile in the media for a while now and the company is now concentrating on the variant which later can bring the consumer towards Mango Bite.

Brand Update : Perk

Perk has launched a new variant this year . Ulta Perk. This is an interesting variant since it is the the complete opposite of the product form of the parent brand Perk. Perk Ulta is the wafer chocolate with Wafer Outside and Chocolate Inside. ie Complete Reverse of the original Perk.The brand is making much noise in the media with some hilarious campaigns.

Watch the TVC : Ulta Perk
Ulta Perk is rather a smart way to rejuvenate a stagnant brand. The brand was desperate to create some newness into Perk. The brand was not facing competitive pressures but the category is facing stagnation. So these kind of tricks ( innovations) will work. Confectionery market works on inducing impulsive purchases. Ulta Perk may bring in customers who have long forgotten this brand.
Another positive effect is that the agencies will have something to work with. O&M already have some outrageous commercials ( print and tvc) based on this idea. Ulta Perk is having the tagline " Full Palti" means " Complete Reverse" . The new variant has a highly extendable Big Idea which the creatives can work on.
Ulta Perk is targeting the Teen and Youth with this variant. Priced at Rs 5, Ulta Perk is going to Perk Up the market for sure.
Picture courtsey : adsoftheworld.com

Related Brand
Perk

Milkmaid : Makes Everything Tempting

Brand : Milkmaid
Company : Nestle
Agency : Publicis

Brand Analysis Count : 275

Nestle Milkmaid is the market leader in the Rs 150 Crore condensed milk market in India. Milkmaid is a heritage brand which was imported to India from the time Nestle started its operations 90 years ago. It was in the year 1969 that Nestle started manufacturing this brand in India.
Milkmaid is partly Skimmed sweetened condensed milk. This is a popular ingredient in sweets and delicacies and desserts prepared at homes. Milkmaid has more than 55 % share in the organized condensed milk market in India.
Milkmaid is positioned as a premium brand and is promoted with the tagline " Bana De Everything Tempting " ( Makes everything tempting). The brand is positioned as the inevitable ingredient in all home-made delicacies.

Milkmaid although was a market leader, the brand faced issue of product usage. There were certain factors that inhibited the product usage : price and convenience . Milkmaid was a premium brand and the shelf life of the product was limited , hence the affordablity of this brand was limited. Another factor was that many households were unaware of the use of Milkmaid other than as an ingredient in sweets and desserts.
The brand tried lot of promotional activities to increase the usage of the brand. The brand was promoted heavily through visual media and through cookery shows, the brand tried to educate the customers on the various recipes with Milkmaid.
The brand also came out with a package innovation. The brand created a variant Milkmaid Squeezy which was the tube form of Milkmaid. The purpose was to use Milkmaid as a topping for biscuits and breads.
Milkmaid faced intense heat of competition when Amul launched Mithaimate brand in the market. Mithaimate was priced much lower to Milkmaid and this forced Milkmaid to reduce the price to match the Amul brand.With the lower price, Amul was giving Milkmaid a tough fight for the marketshare.

This year saw a unique move by this bramd. Milkmaid has comeout with a brand extension. Milkmaid has recently launched Milkmaid Funshake : a fruit flavored milk targeting kids. The marketers predict a huge growth in the ' Alternate Milk Category " in the coming years. I think that Nestle had earlier tried out a Milkshake version of Nescafe but with little success. It was little surprising to find a brand like Milkmaid extending itself to a milk shake category. The ads are already on air. Funshake is available in Mango , banana and Chocolate flavor and comes in a tetrapack. The message is similar to Nido. The ad shows kids crying when their mothers try to give them ordinary milk and then seen enjoying taking Funshake. Old message and nothing new in execution .
In my personal opinion, Nestle needn't have sought the extension of Milkmaid for this product. Funshake could succeed as a standalone brand. By associating with Milkmaid, Funshake is not going to gain any positive association.
Milkmaid is facing two challenges now. One arising from the price war from Amul and host of other competing brands and second is to make the category popular in households. In this era of Sachets and single use packs, I wonder how Milkmaid miss out of small packs ?

Nestle Munch : Can't Stop Munching

Brand : Munch
Company : Nestle
Agency : JWT

Brand Count : 272

Munch is the second largest brand in the chocolate based confectionery segment in India. It is also the largest selling SKU in the industry. Munch was launched in 1999 by Nestle to counter the brand Picnic from Cadbury. But now Munch survived and Picnic is dead.

Munch is positioned as a tasty brand. The brand is a result of the intense war between Kitkat and Perk. When Kitkat was launched, Cadbury launched Perk to flank its flagship brand Dairy Milk. The war between Kit Kat and Perk resulted in a stalemate and the category itself became stagnant. Then Munch was launched by Nestle as a price warrior. At Rs 5, the brand became a blockbuster success cannibalizing Kit Kat and forcing Perk to launch a low priced variant.

Munch is an any time consumption product. The product is a wafer layer covered with delicious chocolayer. The brand is positioned based on its taste. Munch uses the tagline " Can't Stop Munching" to promote its taste as the USP.
In 2004, the brand roped in the Bollywood actress Rani Mukharjee as the brand ambassador. The brand is promoted heavily across the visual media.

Watch the TVC here : Munch

Personally I never liked any of the commercials of Munch. All though Rani Mukharjee is perceived to be smart and full of energy, I always felt a touch of artificiality in the ads. ( compared with Perk and Priety Zinta) . And I never believe that the brand succeeded because of the commercials. The prime factor behind the brand's success was the price factor. Rs 5 always enthused the customers to make that impulse purchase. The quantity was just right for the price and parents will have a feeling that kids are not eating too much chocolate.
Munch is brand which has been innovating to keep the excitement going. Munch earlier had come out with a Coconut variant . Another major innovative variant was the Munch Pop Chocs. Pop Chocs are chocolaty nibbles in the form of wafer cubes. This variant is also promoted by Rani Mukharjee.
There is another interesting fact about Munch . Like Kit Kat, Munch is also trying to create a Brand Ritual. The ad asks the customers to Take a Munch Pop Chocs, Twist it and Pop it into the mouth. I feel that this attempt of creating a Ritual is not going to meet with the success that Kit Kat had.
Although I have serious reservations about the campaigns, the market has given a thumbs up to the brand. The company has also invested heavily into the brand which has reaped rich rewards.

Brand Update : Scooty Pep

Scooty has come out with a remarkable campaign - 99 color campaign. The brand now is available in an unbelievable 99 shades. I think it is the first time in the world that an automobile is available in 99 shades.

In marketing classes we use a quote from Henry Ford about the Model T car which was available only in black. " You can have any color as long as its black" ( although there is no proof that he said this).
Marketing has come a long way.....

TVS is now running a series of campaigns featuring the brand ambassador Trisha highlighting this feature.

Watch the TVC here : TVS Scooty

The move is unique and high risk. Scooty off late has been facing tough competition from Pleasure , Active and Krystal. Although the market share of Scooty has not been affected, the brand faces issue of differentiation. The competitors are feature rich and hence differentiation based on features no longer remains. All these brands are heavily promoted in the media. Hence to sustain the leadership, Scooty has to find a unique and serious differentiation.
Color never has been considered a differentiator in the Indian market. Marketers were skeptic about using colors as a differentiators because it is costly to manufacture products in various colors and customers may not be willing to pay a premium for the colors. But those thoughts were applicable in the past. Now consumer research shows that Colors has become an important attribute in the purchase of durables. One reason is that Features now no longer has the exclusivity. Another factor is the need for certain segments of the customers to express their individuality through colors. The affluent Indian middle class are also looking for aesthetics along with features. Hence while choosing a refrigerator, one may buy one which matches the color of the wall.
Scooty's new initiative is based on the consumer insight that customers are willing to pay a premium for unconventional colors. And individuals wish to express their attitudes through the colors. The popularity of Yellow Zen and the success of Godrej's EON range of refrigerators reinforces this insight.
And as the marketing theory suggests, when you have to promote a differentiation, do it in style. Differentiation should be important, distinctive,superior,preemptive, affordable and profitable. And 99 colors definitely makes a difference and significant too. But there are concerns. Concerns regarding the economies of scale . I still wonder how TVS managed to pull it through their production process. Managing the inventory will be a nightmare for TVS managers. According to reports, signs are encouraging. one out of four customers selects an unconventional color. Scooty charges a premium of around Rs 1000 for these colorful variants.

If I go by the theory, Scooty will be the brand which have the largest number of product line extensions. Cool....

Related Brand
TVS Scooty

Kit Kat : Have a break , Have a Kit Kat

Brand : Kit Kat
Company : Nestle
Agency : JWT

Brand Analysis Count : 261

Kit Kat is one of the world's largest selling chocolate brands. I am little nostalgic about this brand because when I was doing the management degree course, the war between Kit Kat and Perk was at the peak. I still remember doing a retailer survey to find out who was winning the fierce marketing battle at that time.

Kit Kat was born in 1935 as Chocolate Crisp. The company which manufactured this brand was Rowntree Ltd of York, England. The brand was renamed as Rowntree Chocolate Crisp in the year 1937 and acquired the brand name Kit Kat shortly after Worldwar II . The brand was acquired by Nestle in the year 1988. According to Wikipedia, Kit Kat derived its name from the Kit- Cat Club which was a literary club located in Christopher- Catling (Kit- Cat) Pie House. Except for US, Kit Kat is marketed by Nestle while in US the brand is marketed by Hershey's.

Kit Kat was launched in India in 1995. The brand was an instant hit because of smart marketing as well as the novelty of the product. Kit Kat is wafer covered in chocolate. During the time of the launch , there was no such kind of product although wafer biscuits were available in the market. The high profile launch of Kit Kat and Perk created a new segment of Wafer Chocolates. Though a new segment was created, none of the brands were able to sustain or grow this segment.

Kit Kat was launched as a young vibrant snack . The brand was positioned as an anytime snack ( similar to Perk). Kit Kat differentiated itself based on its finger shaped wafer bar( product form). More than the shape, Kit Kat differentiated itself by a ritual. We all know that to teach an Indian consumer new way of doing things is one of the most difficult tasks for a marketer. Nestle has proved to be a master in that. Using smart advertising, Kit Kat taught Indian consumers a new way of eating this product. Kit Kat used advertisement to promote a ritual for eating a Kit Kat. The ritual has the following steps:

Remove the wrapper.
Separate a finger bar using your finger
Break the bar
Eat it.

Surprisingly customers accepted this ritual. Even now, after over 12 years of this campaign, still customers follow this ritual. That shows the power of smart advertising. And I think that the campaign succeeded because
It made sense. ( Its first time customers are seeing such a product form)
&
The ads were cool.

The brand used the world famous campaign " Have a break, have a Kit Kat". I think it is one of the best taglines a brand can have. From the tagline itself, its obvious that the brand is positioned as anytime snack. The brand targeted the young crowd and the ads were in line with the TG. The segmentation is based on the Usage Occasion.

Surprisingly , during the 2004-05, the brand changed its famous tagline of Have a break to " Kit Kat Khao Khush Ho Jao" translated to Eat Kit Kat , Be Happy. I am not sure why brands change their famous and successful taglines. Kit Kat is currently running campaigns based on this tagline. I have seen some reports of legal hindrances faced by Nestle in copyrighting the tagline " Have a break " , but for a successful tagline like this , Nestle already have taken copyright from the customers. Even if the competitor uses this tagline, only Kit Kat benefits. But Kit Kat is now struggling with establishing the new tagline.

In 2007 , the brand made a smart move by launching a new variant Kit Kat Lite , which is a low sugar low calorie variant. The launch is in line with the trend in the Indian market for healthy foods. The brand is now promoted with a cool commercial. I am sure the ad will appeal to the hip -hop crowd.

Watch the commercial here : Kit Kat Lite
Kit Kat lite is promoted as a healthy option for all the calorie conscious. The variant uses the tagline " 50% less sugar, 100 % taste, don't think Just bite" . There is also a brand site justbite.com. I am little skeptical about the attractiveness of " 50% less sugar" : whether it is compelling enough for a calorie conscious to take the bite. However, the brand has to be lauded for the initiative.

Kit Kat faced tough competition from Perk during the nineties , but now Perk is also struggling to find the right positioning after discarding its original positioning. Both the brands have struggled to expand the market for this segment. I personally feel that Kit Kat may do well if it gets back its original positioning based on the tagline " Have a break".

source: wikipedia, nestle.in

Calcium Sandoz : Winners Have It In Their Bones

Brand : Calcium Sandoz
Company: Novartis
Agency : Euro RSCG

Brand Count : 258

Calcium Sandoz is a heritage brand and an offbeat brand too. The brand which is 45 years old has a rich heritage globally. It was created in 1929 and has revolutionized calcium therapy. The brand was earlier sold in the ethical route where the brand was promoted to Doctors and was sold through drug stores on prescription.

In 2000, Novartis decided to switch the brand to Over The Counter (OTC) route .At that time , the brand was worth 12 crore. OTC means that the brand is available in all shops and can be sold without prescription.

Calcium Sandoz is a calcium supplement. The product available in Tablet format has 250 mg of elemental calcium and was given to growing children. The target market for this product was kids aged 4-8.
When the product was launched as an OTC brand, the company had the freedom to market the brand through advertising and sales promotion. In the case of prescription drugs , company can advertise only in medical journals and has to depend more on its sales force to push the product.

Calcium Sandoz had a rich heritage and a strong brand equity despite the fact that it was promoted in the ethical route. I can even say that most of the urban population the SEC A B category knew of this brand or have used this brand. One of the major factor that aided this tremendous brand recall is one brand element i.e Packaging.
Calcium Sandoz is clearly identified by its unique Puppy pack which was there unchanged all through these years. That brand element has aided the company when they relaunched this brand in the OTC segment.
Calcium Sandoz is positioned as a supplement that will build healthy bones. The brand takes the tagline " Winner have it in their bones ".

As an OTC brand, Calcium Sandoz faced an issue : taste. The tablet have a chalky taste which often repelled kids from taking this product. When it was prescribed by a doctor, the brand was consumed as a medicine and hence taste didnot matter. But the moment it became OTC, these attributes like taste, softness etc become very important. Identifying this, Novartis launched a variant branded Calcium Sandoz Soft Chew which had the taste of a toffee and had the same calcium content. The company is promoting this variant heavily using visual media. Calcium Sandoz had earlier launched the tablet in orange flavor and icecream flavor. In the case of Soft Chew variant, the product form is also different.

Novartis had also extended this brand to another TG i.e Women. Actually there was a product branded Sandocal Chew which was an ethical product, Novartis decided to launch this product in the OTC as Sandoz Women.
Although Calcium Sandoz has brand recall and equity, it also faces some challenges in the market. The challenges are in the form of product usage and repurchase. The campaigns prompt the customers to buy this product but seldom this is consumed and repurchased . Infact , my wife bought Sandoz Women after seeing the advertisement but has not used it. In the case of the original Calcium Sandoz also, getting kids to eat it and asking for a daily dose is the most challenging task for Novartis.

The company expects that the new Soft Chew may prompt kids to take this brand in a different view and relieves mother of the task of getting the kids to eat it. The brand also faces the issue of " lack of proper clarity " interms of the regulations regarding OTC products. The government is yet of formulate a policy for OTC products ( drugs and supplements). The company had run into trouble when it gave free samples of Sandoz to kids in a school. Without guidelines, the brand cannot enhance its promotions for fear of getting into trouble. Although the market is having potential, this brand is really unsure whether it should go on an overdrive.

Fair and Handsome : Be Fair , Be Handsome

Brand : Fair & Handsome

Company : Emami
Agency : Situations

Brand Count : 256

Fair and Handsome is a brand that created the Men's fairness cream segment in India. Launched in 2005, the brand became the creater and the market leader of this segment. Emami was looking for ways to challenge the Fair and Lovely brand from HUL. Emami had a brand Naturally Fair which was small compared to FAL.

Emami went for serious customer research which showed that 25-30% of customers of Fairness creams were men. That customer insight paved way for a specialized brand for men. Fair and Handsome is targeted at young urban men aged 15- 35. The brand was launched with much promotion across visual media.

Watch the TVC here : Fair and Handsome

The campaign for Fair and Handsome is one of the lousiest campaign I have ever seen. Here the main character is depicted as a fool who gets into a ladies hostel to steal a fairness cream ( or has he got in for some other purpose !) . I still couldn't understand why couldn't he just go to a supermarket and buy it.

The brand is being positioned as the fairness cream that can make men handsome and also attractive to girls. The brand uses the tagline : Be fair Be Handsome . Whether the campaign is lousy or not , after two years of launch , Fair and Handsome is worth Rs 45 Crore now commanding a market share of over 30-40% in the segment.

The brand has to be appreciated for creating a category. It is true that men uses creams meant for women. Hence there is a logic in creating a brand for men in this category. The total fairness market is estimated to be around Rs 900 crore and men's segment is around Rs 160 crore. Although Fair and Handsome has gained the first mover advantage, already competition is hotting up. HUL has extended FAL into men's category with a variant Menz Active. Nivea and Lo'real also have moved into this segment. Unlike Fair and Handsome ( FAH), other brands are little subtle in positioning their brands as a fairness cream.

Nivea uses the term Whitening while Lo'real positions the men's range Men Expert has a range of skin solutions for men. However HUL directly positions its Menz Active as a fairness cream but the target market are older men aged 25-35 . These brands faces the issue of the reluctance of men to be seen using a cream because cosmetics traditionally is viewed as a category meant for females. Situations are changing and the Metrosexuals are least bothered about openly caring about their looks. The changing face of modern man is definitely indicating a big opportunity to these brands.

In the face of emerging competition Emami has moved aggressively to promote Fair & Handsome by roping in Bollywood icon ShahRukh Khan as its brand ambassador. The TVC featuring SRK is already on air.
According to a report in agencyfaqs, SRK was initially skeptical about endorsing a fairness brand for PR reasons, However Emami was able to convince SRK into endorsing this brand. Fair& Handsome is the first brand to target men. It was followed by Fair and Lovely extending itself to men's variant Men's Active. Now this segment is seeing lot of activity .
Fair and Handsome is banking on its 5 power Fairness System :
1.Double Strength Peptide complex which was developed in collaboration with Activor Corp. USA.

2.Sunguard: Prevent sunburn
3.Stress Busters: prevent wrinkles
4.Anti Bacplus : anti bacterial
5.Herbo Cool : herbal ingredients.

The brand website also gives an interesting chart that explains why fairness is important.
This chart in a way explains the Brand's thought process.
Fair and Handsome retains the original tagline : Be Fair, Be Handsome" in the new campaign also.
The brand gives an impression that the users are having a lack of confidence and feels insecure and have less self esteem. Again the brand assumes that Fairness gets women attracted towards men. I feel that the brand still lives in the stone age.
I feel that FAH has got its assumptions wrong. By depicting the main hero of the ad as a person with low self esteem, the brand is repelling lot of self assured men who wants to take care of their skin rather than attracting chicks. Gone are the days where Indian men had a complex about the skin color influenced by the long oppression by the British. Now the urban male is a more evolved one . ( I am not denying the fact that there are people who have complex about being not fair) . Men are more exposed to sun and dust and the traditional creams may not be effective for men. Hence such brands should address the host of issues faced by men rather than talking about being attractive to girls. I feel that FAH by default is restricting itself to the Fairness proposition ( which is not a bad idea ).

Even when you are addressing the issue of fairness, the brand have to project itself as an aspirational brand rather than as one for losers. Even the new campaign fails terribly in execution.

The new campaign and the brand ambassador in SRK may spike the sale of this brand for a while, but in order to move up the ladder, FAH have to project itself as a winner rather than a brand for losers.

What do you think ?

source : agencyfaqs,business standard,fairand handsome.net

Power Soaps & Detergents : Complete Satisfaction ?

Brand : Power
Company : The Gold Company ( RKN)

Brand Count : 253

Most often, in this wonderful world of brands, we tend to see only the biggest and the largest brands. We , marketers did not care to look at small brands that struggle for their existence in this fiercely competitive battlefield.

One such small brand that is making lot of noise in the media is Power Soaps and detergents. This brand is from a company Gold Soap company based in Kodai , TamilNadu. This brand is now spending lot of money in advertising basically in South India. Started as a small detergent soap manufacturing unit by Mr. Krishnan Nadar, the company is now handled by the second generation entrepreneur Mr Dhanapal.It is obvious from the series of TVC's across South India that the second generation entrepreneur wants to make the brand to move beyond TamilNadu .

As always, marketing plays the pivotal role in making or breaking any product or services. I feel that in this case also, it will be the branding that is going to decide on the future of " Power" brand. Many of us may not have seen the ads of Power soap and detergents. The brand is being positioned as a soap that gives you " Complete Satisfaction". Taking a very generalized Utopian Positioning means that Power brand is aiming for the mass market. And I feel that by adopting a strategy of trying to be " everything to everyone " is going to harm this highly ambitious brand. The ads actually conveys nothing. As usual there is a homemaker who says the " Power detergent offers her COMPLETE MENTAL SATISFACTION". Thats it.... the TVC for the soap features a gentleman saying " I chose Power soap because it fits my income". There is no Segmentation, No USP, No differentiation.

I am not blaming the company or the agency for its poor advertising strategy. These type of ads may have worked 25 years back when there was limited choice and only brand recall and price was important . But now even at the bottom of the Pyramid, we can see that brands trying to differentiate. As Kotler says, the era of mass marketing is over. Power is going to fight with Wheel , Nirma, Ujala and scores of other brands. It is no longer the PRICE that is going to bring in the consumer.
The high intensity advertising is going to give results to the company in the short term. But once the promotional budget dries up, Power brand may not have anything to hang on... that is typically the case of most of the small brands. Moreover, from the website of the company , I understand that the firm is entering into Skin care , Hair care and detergent care using the same umbrella brand " Power" for all products from the company.

For the detergents, it is Triple Action Power, Super Power, Active Power, Double Power etc
For Skincare and Hair care it is Nature Power.

Using the same brand for its detergent and personal care productline is definitely going to make Alries and Jack Trout very angry. Power as a brand will have a bright future if only it is able to identify a clear differentiator and stick to it rather than trying to be a master of all trades.

Knorr : Searching for the Right Flavor

Brand : Knorr
Company: HUL
Agency : FCB Ulka

Brand Count :251

Knorr is World's largest selling soup brand from the Unilever stable. Born in 1838 in Germany,Knorr derived its name from the founder Carl Heinrich Knorr who developed a preservation process for foods which became the basis for the creation of the product Soup.
In India Knorr was marketed by International Best Foods Ltd which was a subsidiary of BestFoods Inc who owned Knorr brands worldwide. In 2000, Unilever acquired Knorr from BestFoods Inc.

Knorr can be said as a pioneer in the creation of Soup market in India. The brand started the category promotion which has now resulted in this category growing at a rate of over 18% ( According to AC Neilsen).But even after these efforts, Soups are still small in terms of category size.
In a marketing point of view, Knorr is a resilient brand because it sustained many crazy marketing actions from HLL ( now HUL). When HUL acquired this brand, Knorr was a pure Soup brand. But soon after the acquisition, the marketing gurus of Levers were confused as to what to do with this brand. Since the Foods business in India is largely unpredictable, is it wise to have a brand that is dedicated to Soups which is a category alien to Indian palate.
Then came the much hyped power brand strategy and something funny happened with Knorr. HLL decided to integrate its local brand Annapoorna with Knorr to create a new brand Knorr Annapoorna. ( This move makes the concept of GLOCAL, funny). Then came the craziest part, Knorr began to move from Soups to Ketchups to Spices and even Salt. I would call it the ultimate product line extension .The company ensured the failure of Knorr Annapoorna by stretching it that far. The period 2000 - 2005 was a period of crisis for this brand. In 2003 , facing the growing clout of Maggi in the foods segment, HLL tried to counter Maggi with the launch of Knorr break-time snack soup under the subbrand Soupy Snack. That failed miserably.

Knorr Annapoorna brand was a failure because those who liked Annapoorna brand was repelled by Knorr and those who like Knorr was repelled by Annapoorna. In 2005, the two brands went in for a divorce.
2005 saw the relaunch of Knorr with the international pack and retaining some careful targeting. The brand wanted its upmarket status and decided to concentrate more on Soups and all the extensions of spices and salt was terminated.
2006 was good for Knorr brand because the brand manager was able to focus on the category rather than spending his energy on variants that does not make sense. During this period, the brand cameout with campaigns that promoted the category rather than the brand itself. Soup and its benefits were highlighted. This together with the efforts of Maggi Soups ensured a healthy growth for this category.
This year saw HUL playing around with this brand again. Knorr again went for a Brand Extension in the form of Ready To Make curry mix.
Watch the ads here : Make a Meal

The move is again little confusing because the primary category of Soups has not been fully developed. Knorr has been successful in ensuring adequate shelfspace and also has positioned itself interms of variety and taste. The brand's USP is the wide assortment of flavors. Knorr boasts of 14 different flavors and the price is also very reasonable. The Soup brand is running a campaign that shows husband making the soup for the family ( refreshing idea) when his wife is busy engrossed in a movie/serial. The ad conveys the qualities of " Ready to make" , Family warmth and taste.

The rationale behind the extension to Ready to Make products may be to make this brand more familiar to Indian households and also a plan to make Knorr an umbrella brand like Maggi. Worldwide Knorr has moved beyond Soups to become a full fledged Food brand. InIndia I feel that the brand has not matured that much. My personal belief is that Knorr will have a better future if it sticks to what it is famous for ie Soups.The brand could have spent its resources to promote Soup Category more and then rule that category.

What do you think?

Source : businessline,agencyfaqs

Brand Update : Vim

HUL is in an overdrive to promote the liquid variant of its popular Vim Dishwash bar. The new campaign is on air featuring two men ( I don't understand who they are and what they do !) spying on the households using the Vim drops.

Although the ads are poorly executed and can be rated as horrible, there are certain interesting facts about the new variant. There are two basic inhibitions that prevent Indian households from using the Liquid dishwash:
1. It is perceived to be expensive
2. As discussed in my post on Vim, since the TG uses home maids , they will use the drops in an uneconomical manner since they are not educated about using this new product.

One of the main purpose of the new high profile campaign is to pass the message to the customers that Vim Dish Drops are inexpensive.Another message address the second point which is critical i.e to prevent uneconomical usage. To counter this issue, Vim has yet again come out with a customer centric innovation. The brand now comes with a special cap that allows only one drop when squeezed thus preventing the over usage of this product. This innovation will also help the homemaker to make use of the economy of this highly concentrated variant.This is the second customer centric innovation after the popular Poly coated Vim bar.

But the new campaign is a let down and fails to communicate effectively the serious innovation that Vim has created.
Related Brand
Vim