Real Twist : Come ,Let Us Twist

Brand : Real Twist
Company : Dabur
Agency : Lowe

Brand Count : 244

Dabur has come out with a new brand Real Twist in the highly lucrative Indian Fruit Drinks market. The above statement is wrong... because Real Twist is not a new brand but a Product Line extension and the brand is not new because it was launched way back in 2005. But since the brand is now having an entirely new marketing mix, I thought I would call it a new brand.

Dabur's Real brand of fruit juices are market leaders in the Rs 350 crore Fruit Juices + Nectar market. The brand has a whopping 85% share. But this market is small compared to the Rs 1200 crore Fruit Drinks market which is dominated by Frooti and Maaza.More over this market is growing at an impressive 25%. Interestingly majority of customers doesn't fully understand the difference between fruit juices , nectar and fruit drink. The deciding factors behind their purchase decision is Product quality , Price and Promotion.Dabur which aspires a high growth in FMCG and foods business cannot ignore this mass market.

Dabur's Real brand which has a variant named Real Activ is positioned on the Health platform. Recently Real is running a campaign " Tastes Like a Real Fruit". Although Twist is now launched as a product line extension, on a closer look the Real brand is just endorsing the new brand. I feel that over time Twist will have its own identity. When it was launched initially in 2005, it was a real product line extension. But now it seems to be a real product launch rather than a relaunch.

Twist is a fruit drink which is positioned as a fun brand. The target group is obviously young people which forms a larger part of the consumer population in this category. Currently Twist is promoted heavily in Television. Twist is really a Mango drink with an addition of other fruits. There are initially two variants with Mango remaining the base in both the variants.

Watch the ad here : Real Twist

The brand uses the tagline :" AAo Twist Kare" translated to "Come Let us Twist" . The ads are well made and creates some amount of fun and energy for the brand. Essentially the brand is trying to promote itself as a highly young and vibrant brand.According to reports, along with the promotion , the brand's strong point is the price. Twist is now retailing at Rs 10 for 200 ml and Rs 25 for 600 ml and Rs45 for 1200 ml. The attractive price with some good promotion can give Frooti some serious touch of competition. For the customers the endorsement from Real will give them some confidence about the health factor in this drink. And since Twist is not going to depend on Real for its existence, there is no issue of the dilution of Real's equity as a healthy Fruit Juice.
As a lover of ads, I am impressed by the ads in the sense that it is fun and not boring. But the real test of Twist comes in the product performance.Frooti sensing the competition has already running a few campaigns. The competitors are going to up their ante and lot of ads may be on air soon.
Dabur has always surprised market watchers. This company which had the image of a chyavanprash company has changed itself to become the one of the major FMCG company in India. Twist is the byeproduct of their aggressive growth strategy. Will TWIST make a REAL difference is something to watch for.

What do you think?

Source : businessline, businessindia,agencyfaqs,ET

Brand update : Clinic All Clear

Clinic All Clear has launched India's first anti-dandruff shampoo for men. The brand is launched in two variant : Active Sport and Hairfall Decrease. According to the press release, HUL has conducted intensive research which revealed that Men's scalp is significantly different than the female scalp and hence require specialized care. Also men's scalp is found to have 33% more dandruff than that of females, reason being more sweat and less hair care. These insights have helped the company to launch a variant addressing this segment.
Although the company states these reasons, the real reason behind this launch is that Men's grooming market is booming. Clinic wants to retain its overall leadership position in the shampoo market and does not want to be lagging in a booming segment. Moreover, the brands like Garnier is already targeting men for their shampoo range.
It is interesting to note that Clinic is smart enough to retain and extend its core positioning of No Dandruff for this variant also. The brand is priced at Rs 130 for 200 ml and Rs 72 for 100 ml and Rs 3 for sachet. The packaging is also eye-catching and stylish. The new launch is expected to make the male grooming market more interesting and is going to see a lot of new launches.
Related Brand
Clinic All Clear

Hindustan Unilever Ltd : Adding Vitality to Life

Brand : Hindustan Unilever ltd
Company: HUL
Agency : Lowe


Brand Count : 243

Its now official. From today onwards, Marketers have to learn to call India's Largest FMCG company by its new Name : Hindustan Unilever Ltd. The company has officially rebranded itself.

According to the press release, the rebranding aims to align this brand along its global positioning of the parent Unilever.

According to the CEO of HUL Mr Douglas Bailey the new logo and name symbolizes the idea of vitality. He says

“The identity symbolises the benefits we bring to our consumers and the communities we work in. Our mission is full of promise for the future, opening up exciting opportunities where we have competitive advantage for developing our business and our new identity will help us confidently position ourselves in every aspect of our business.”

There is more to the new logo than it meets the eye. The logo is a combination of 25 icons that symbolizes the vision and mission of the company, the brands and the concept of vitality. The new corporate brand takes the tagline " Add Vitality to Life".
The twenty five icons form the unique U of the new corporate logo.

Incorporated in 1933 as Lever Brothers India ltd and adorning the name Hindustan Lever ltd in 1956, HLL never was serious about its corporate brand. All these years, this FMCG giant was building individual brands.
It was in 2005- 2006 that HLL seriously began to use its corporate logo in its TVC's. The company felt that a powerful corporate brand can give power to individual brands especially the new brands.
This year, the company made a huge change in its logo and the name.From the reports, I feel that the company is embarking on a serious corporate brand building activity in the years to come. This makes sense because theoretically Corporate brands Legitimizes products and individual brands individualizes it. This was important for those product categories which need to establish trust because of high cost or high customer involvement. Hence you can see consumer durable brands and automobile brands using both Corporate Brands and Individual brands together.

The current rebranding of Corporate brand is not going to make a difference in HUL's position in the market. The reason being that all of the HLL's brand stand independently from the corporate identity. I also doubt whether customers care about the company behind the Surf ?
The new brand is also unique since it is the only market in the world where Unilever has allowed the use of regional name . To show solidarity to Indian market, Unilever is retaining the term Hindustan in the new brand name.

Brand Update : Pepsodent

The toothpaste war is going to get hotter. Following the high profile launch of Colgate Citrus Blast, Pepsodent has started fighting back with a new variant Pepsodent Center Fresh. The new variant is positioned as a toothpaste that fights germs and also with mouthwash. Now promoted heavily through TV and Print, this brand now adopts the tagline " Protection Outside Freshness Inside".I think that this is the first time Pepsodent is venturing outside its domain of germ protection.Theoretically, Pepsodent is diluting its core positioning of germ protection by adding one more feature. ie Freshness. Interestingly Mouthwash and freshness is the core strength of Close Up.
More interestingly Close Up has come out with a new variant with Fluoride that offers protection. Hence both Pepsodent and Close Up have exchanged its core positioning and now both have the same properties i.e Freshness and Protection. Utter confusion isn't it? So with one stroke, HLL has diluted the core positioning of both power brands. Remember that Colgate throughout its life has stuck to one positioning . ie Strong teeth and Pepsodent has successfully differentiated itself by Germ Protection. Now all these are stories of the past. Technically Close Up is Pepsodent in Gel Form and Pepsodent is Close Up in another brand name. Close Up earlier had a unsuccessful experience with its Anti Cavity Fluoride variant.

Having said that, there are certain lessons from the latest Pepsodent variant. The brand has used visual imagery to promote the new differentiation of Mouthwash. The color scheme and the analogy with Swimming Pool .. all supports the new thrust of mouthwash with in the toothpaste. But the marketing idea does'nt stop there. The brand uses visual proof of the presence of the attribute inside the toothpaste which can be physically seen by the customer. Hence three is a physical evidence of mouthwash within the toothpaste. This is not a new idea since HLL has succeeded in giving visual evidence for its Surf brand . ( Remember Power Booster with Granules). Such visual evidences provide the brand a powerful support and can be even considered to be a brand element. While the Pepsodent uses Blue liquid like visual for Center Fresh, Close Up uses White Color inside to represent Fluoride.
So whether it is mouth wash inside or outside, these brands are venturing outside its successful positioning. It has to be seen how market responds to these strategies. What do you feel?

Related Brands

Pepsodent

image source : agencyfaqs

Brand Update : Nivea

Finally Nivea is getting serious on Indian market. According to media reports, the German parent is getting its acts together in India. The company is going to launch around 33 products in India. Starting its new aggressive mode, the brand has launched 6 products for Men. Surprisingly the brand is aiming a nascent market of Men's grooming market.
Launched this may was Nivea Whitening range for men which consists of 6 products. The TVC's are on air and the new range has identified the following five differentiators for its Men's range :

Whitens skin
Remove dark spots
Lightens discoloration
Prevents Skin ageing
and Soothens skin.

The brand uses the tagline " Advanced Face Care" to promote this range. The company estimates this grooming market to be of the range of Rs 700 crore. The brand uses the term "Whitening" rather than fairness and asks men to "Join the Whitening Revolution".

Related Brands
Nivea

Chevy Spark : Full of Life !

Brand : Spark
Company: Chevrolet ( GM)
Agency : Leo Burnett

Brand Count : 242

Spark is the latest entrant to the highly crowded and comptitive Indian car market. Spark is the second life for the erstwhile Matiz brand of Daewoo Motors. When Matiz came to India in 1995, the brand was a huge success. The cute car loaded with luxury soon created a premium small car segment giving significant competition for Santro.

But the internal financial crisis and subsequent death of Daewoo Motors almost killed this brand.. almost. 2007 saw this brand rebirth as Spark. Although GM denies that Spark is not Matiz reloaded, the resemblance cannot be ignored. In marketing terms, Spark should be considered as a new product launch.

Spark makes huge sense for the ambitious plans of GM to dominate Indian market. No marketer can make headway in Indian market without their presence in the Small car segment which constitutes almost 80% of the Indian car market. The small car market dominated by Suzuki is not an easy nut to crack either. And since no manufacturer can match the cost structure of Suzuki , the small car should be highly differentiated.
Indian small car market has evolved itself over the last decade into different segments within itself. The current market looks like this

Rs 1.8 lakh - 3.5 lakh :Maruti 800 ,Alto ( Basic Small Car)
Rs 3- 4 lakh :Santro /Wagon R/Zen Estillo /Spark/Indica ( Premium small car)
Rs 4 lakh and above : Swift,Fusion,UVA ( Luxury small car)
( This is my classification)

Spark is directly competing with Hyundai Santro and Maruti Wagon R in the premium small car segment. Priced very competitively at Rs 3-4 lakh, Spark is definitely will hit Santro hard -for a simple reason that customers were waiting for a choice. Be it Santro or Wagon R, customers are pretty bored by these two models which are there in the market for pretty long period of time. If you are a person who doesn't like the tall boy design, then there was no other choice but go in for Indica. Now Spark fills that gap effectively.
Not only that Chevrolet had priced the brand rightly, it had also marketed this brand correctly.Spark is positioned as a fun (cute) car and aptly uses the tagline " Full of Life". The vibrant colors and the cute looks is definitely going to make this car desirable . Customers may buy this brand just for the looks.
The brand is promoted heavily through TVC's which effectively captures the brand's essence.

Watch the TVC here : Spark
Although the brand faces intense competition from the leader Santro ( which has already giving huge discounts to counter Spark), for a while Spark may not be able to match Santro. But I feel that Spark will create a market for itself. The positioning of Spark as a vibrant lively brand is going to help it a lot. The brand will be attracting the young customers who are desperately looking for something different ( from the OLD Santro and the STAID Wagon R).
Like any products, the ultimate test for this brand will be on the ROAD. If Spark can prove itself to be a trouble free car on the road, Chevrolet have a winner at hand.