Hair O Max : Double Protection : Internal & External

Brand : Hair O Max
Company: Nupal Remedies
Agency: Exodus

Brand Count: 222

Hair O Max is a new product launch from Nupal Remedies which is the owner of the famous Liver Supplement brand Kamilari. The new brand Hair O Max is being promoted heavily by the company through print and visual media. Nupal is a kerala based Ayurvedic Medicine manufacturer which was established in 1960. Their most famous brand is the Kamilari which is a uniquely marketed liver supplement. Buoyed by the success of Kamilari, the company has ventured into hair care segment.

The brand is interesting because of its product properties. Hair O Max is a natural hair fortifying product that comes in two product forms:oil and capsule. Yes.... capsule that should be taken internally. According to the print ads, the brand will prevent dandruff and also give maximum protection to the hair from outside and inside. The brand is being targeted at both men and women.

This brand is being endorsed by Miss India Niharika Singh and the company is spending heavily in the print and visual media. But for the product, I have certain doubts ( academic of course). In theory we talk about Category Points of Parity that talks about the importance of category membership for a new brand/product. Here you have a new product in capsule form that takes the ownership in the category of Hair Care products. We know that 99.99% of the hair care products are to be applied externally and comes in the liquid form. Here we have a capsule trying to make points of parity with that category. Hair O Max has an oil variant but I am referring to the capsule. From the ad, I understand that both capsule and oil has to be used to get the maximum benefit.
So will the consumer be able to accept a capsule form of hair care product.I feel it is very difficult. Remember that problem faced by Amrutanjan cold snap which was a cold remedy that cannot be applied to the nose? There are two issues with regard to this product form:
1.To convince the customer about category membership since the form is entirely different from the existing category products.
2. To convince the customer to consume a capsule.When I asked my wife about the idea of consuming a capsule to have beautiful hair, the response was negative because of the lack of confidence in the product.
The brand is being positioned on the basis of Double Protection: Internal and External.

The issue become more serious because the risk in consuming and the risk in the quality of the product will be there in the mind of the customer. To convince is a very expensive proposition.The brand need to give fast and visible results to get over the confidence hurdle.

Nupal Remedies has a successful history of making the brand Kamilari a success. It has to be seen whether Hair O Max will be successful.
Watch the TVC ( malayalam) : Hair o Max

Levi's : Orginal Icon

Brand : Levi's
Company: Levis Strauss & Co
Agency : JWT

Brand Count:221

Last week I bought my first Levi's 501 intrigued by the Salesman's pitch that 501 is the fastest moving brand in that store. I was more curious because this jeans has the old (Classic) way of buttoning rather than the zipper. I was surprised to find that 501 holds a special status in the world of jeans brands .( I then realised how ignorant I am about jeans.. )

Levi's has an iconic status across the world.The jeans came into existance in 1873 and since then has remained an icon generations after generations. Levi Strauss a young Bavarian immigrant left Newyork to San Fransico to sell his supply of dry goods. There he found the need for rugged long lasting trousers. Levi patented cotton riveted waist overall which later became the legendary Jeans.
Levi's came to India in 1995. Looking at a huge base of young customers, this brand did not had the classic runaway success it envisaged. The brand made the mistake that many multinationals made during those days: underestimate the Indian consumer and becoming too arrogant about their brands. Levi's thought that Indian consumers will fall for this iconic brand and will buy it at any cost. At the time of launch this brand was prices exorbitantly high at Rs 2950. Indian consumers as usual gave the brand a lukewarm reception. The brand was trying to skim the market but at the cost of market share and volume.
Levi's found that Indian consumers are very price sensitive and the prices were rationalised. Once the prices were made affordable, Levi's began to gain acceptance in the Indian market.
Levi's did not need to make special efforts to promote its brand, the brand had its share of mind among the TG in India thanks to the information revolution.But the brand used some superb creatives to reinforce the brand equity.Notable ones are the Clayman series of 1996 and the award winning Slim Jeans ads and the mind blowing "dangerously low" jeans campaigns. The brand also used film celebrities like Shah Rukh and Bipasha to endorse the brand.
Low waist jeans launched in 2003 was a milestone in this brand's lifecycle. It gave the brand a contemporary look and appealed to the new hip hop generation who was moving away from denims to khakis and other casual wear. Low waist jeans made both the category and the brand back into reckoning.Low waist had some blockbuster campaigns involving 15 supermodels which made the brand a symbol of being" cool".
Levi's also made their product line strong by doing downward stretch. The brand introduced Signature range at the lower end of the price point which opened a big market for the brand. Levi's also took on the casual wear with their Docker's range of casual wears.
Levi's in India is poised for tapping the huge young market. There is no other iconic brands which can match the strength of Levi's. But for that, the brand has to come out of its shell. Levi's is not marketing with aggression. I havn't seen any commercial of Levi's in recent times be it in print or in visual media. The brand is resting on its laurels earned outside the country.

With lot of Indian marketers taking on the aggressive path, Levi's may have to add more punch to its communication. Still lot of customers feel that Levi's is out of their range and most of them are unaware of the range of Levi's product line. In a tough market like India, this is a costly mistake.
Watch the Slim jeans video : Slim Jeans

Source: Superbrandsindia.org,agencyfaqs.com,levis.com,universalgarments,businessline
picture courtsey: superbrandsindia,agencyfaqs

Marketing Funda : Markonyms

Markonyms is a new word to represent all acronyms that marketers create for the promotion of their brands. ( I take the title of the founder of this word).

Marketers use acronyms to impress the customers and coax them to believe that what marketers says is rocket science. Found extensively in Automobile and Tech related products, Markonyms are becoming more and more useful in consumer products also.
Given below is the first set of commonly used Markonyms with a little explanation.

1. DTSI : Digital Twin Spark Ignition : created by Bajaj for its Pulsar. Even the Pulsar owners doesn't know what it does but however, this markonym has worked wonders for the brand.

2.ZPTO: Zinc Pyrithione : created by Clinic All Clear , this markonym landed the brand into trouble but later the brand won litigations. This ingredient is said to have dandruff eliminating properties

3.MMR: Mosquito Mortality Rate : Created by All Out. Only the brand owners know the exact definition.
4. Hi-fi : Hi-Fidelity : Used by most Music player marketers. It refers to high quality music.

5. HDTV: High Definition Television : Digital Broadcasting system that offers more clarity.

6. LCD : Liquid Crystal Display : Thin Flat display technology uses little energy and also little space.
7.CRDI : Common Rail Direct Fuel Injection : Popularised by Accent. It is too technical for me to understand and explain. It is said to increase efficiency and reduce emission.

8.DICOR: Created by TATA safari : This is same as CRDI . Smart marketing move...

9. ABS: Anti Lock(Skid) Breaking System: Pioneered by luxury car like Accent ;too technical again..
10.24X7: Every one uses it and every one knew what it is .

11.MP: Mega pixel : I have seen lot of my friends going after megapixal cameras ranging from 1-8.. too technical . For more info check out WIKi


12. DHA : Docosahexaenoic Acid: Created by Junior Horlicks: This markonym represent a type of amino acid that is good for increasing brain power.

13. PMPO: Peak Music Power Output: A common markonym used by music system marketers to convey the Sound output of their system. But sound experts say this is just to fool the customers.

14.NFO : New Fund Offer : Created by Mutual Funds when they introduce their new funds. Often investers mistook NFO for IPO of shares where they will get a listing premium. But NFO's are often have below par value when they are open.

15. PSPO: Peak Speed Performance Output: Created by Orient Fans as a differentiator.The company says that this tech gives air to all parts of the room.

16.916: Common markonym created by jewelery marketers. It says that the jewelery is 91.6% gold and rest copper and silver.

More markonyms will follow....

Nycil: Soothing and Cooling

Brand: Nycil
Company:Heinz
Agency:Rediffusion DY&R

Brand Count :220

Nycil is the market leader in the Rs 100 crore prickly Heat Powder (PHP) market in India. This heritage brand has successfully adapted to the changing trends for more than 35 years.
Nycil was initially a drug manufactured by British Drug House for Foot and Bed sours.But later the brand metamorphosed to India's leading PHP brand. The brand changed hands to Glaxo and then to Heinz in 1995

Prickly Heat Powders are highly seasonal products and to manage a seasonal brand is a Brand Manager's nightmare. The typical season for PHP in India is during April-July.The php category is about 20% of the total talcum powder market.Nycil has a market share of over 40% in the PHP category. ( source: Superbrandsindia,org).
During the eighties and nineties the Nycil was generic to the category. The brand was promoted heavily using the cactus mnemonic and the scorching heat gave the additional push to the brand. The brand was able to capture the need of the market which was moving away from traditional methods of applying turmeric or sandalwood pastes.
The irritation caused by heat is felt heavily on kids .Hence Nycil effectively targeted the mother and the child and the brand was positioned as the most effective Prickly heat powder.The brand talked about prevention soothing and healing to fight Prickly heat. The ads featured mother and child effectively conveyed the message. The product was efficient also since using Nycil bought instant relief ( personal experience).
Nycil's success bought many competitors into this category. Brands like Shower to Shower ( J&J),Dermicool ( Paras)Boroplus(emami) Vaseline ( HLL) all tried their luck in the market but could not make a dent into Nycil's leadership position while it took some market away from Nycil.
Nycil is a brand that constantly evolves according to the changing market. in 1970 the famous mnemonic of Cactus gave way to Bramble. Thebrand came out with different fragrances. Later in 1990's the brand expanded the target market to include adults also. The packaging was changed in parity with the industry trends.The brand also tried to expand its usage by including the attributes of fragrance and antiperspirant. But for a consumer, Nycil remains as the PHP.

My point is that Nycil has never rested on its laurels. The brand kept track of the market and competition and never shied away from experimenting. The category is highly seasonal and the purchase is largely problem/need driven. Sometimes the customer will go for the brand that have the maximum share of mind and voice. For example high profile ads of Dermicool took away some of the market of Nycil .It takes lot of efforts to differentiate such niche brands. I havn't seen any celebrity endorsing prickly heat powders? For a change having a celebrity endorsing Nycil may work for the season ...Will it?I also think that it is the right time for this brand to take on "Freshness" platform in place of soothing because there is more value and moving space in taking on the Freshness platform while keeping the points of parity with PHP category. The brand can also come out with multiple campaigns aimed at different set of segments like Sales Executive, Kids, Working women, College students rather than sticking to one segments. The rationale is that since the brand is a seasonal one, expanding the segments will be a viable option.And since different segments have different consumer behaviour, multiple campaigns make more sense.
Summer is on right now and I am waiting for the ad war....

Source:agencyfaqs,superbrandsindia.com

Brand Update : SBI

After surprising every one with Surprisingly SBI campaign, the bank has now moved into the second phase of campaign rationally explaing why SBI is better than other banks.

The bank has taken the positioning of Pure Banking emphasizing that SBI does what it does best : Pure banking. Th bank has now took the tagline" Pure Banking , Nothing else" takes a dig at new generation banks that spent lot of time doing non banking financial services.
A new Tvc is also running which shows a young guy getting impressed by the services offered by SBI which is his old parent's bank. The recent print and tvc is aimed at shedding the " old public sector bank" image of SBI and make it more relevant to the young customers. The bank is now running a mix of Rational, Humor and emotional advertisement to promote the bank. Laudable and Surprising.

Watch the hilarious Chiman Lal campaign here: Chiman Lal Charlie

Related Brand
SBI

Market Statistics : HLL Market Share Across Categories

According to A C Nielsen, Hll in 2006 maintained its leadership position in the FMCG market. It ruled the following segments : Personal wash,Fabric Wash, Dish wash, skin care, Jams,Tea, powder etc and is a strong number 2 in Toothpaste , instant coffee and Ketchups.