Mitsubishi Lancer : Always In Control

Brand : Lancer
Company: Mitsubishi/Hindustan Motors
Agency:Mudra

Brand Count:224

Lancer is a super brand in its own right. A surprise winner from the old war horse Hindustan Motors, Lancer has been a major player in the mid size premium segment for over 9 years. Lancer was launched in India in 1998.
When the brand was launched, it was considered a super luxury car for the rich and famous. During those days , there was not much competition and the Lancer redefined the concept of luxury and comfort. Despite being from Hindustan Motors, Lancer was never perceived to be a cousin of Ambassador. The brand was able to build a positive secondary association with the Mitsubishi rather than Ambassador.
Lancer was launched with the Slow Skimming strategy. The brand was priced at a premium and was not backed by aggressive promotion.The company decided to let the brand talk for itself rather than advertisements.
The brand did talked for itself. Lancer is known to be a no nonsense car that delivers which it promises.The car is sturdy,comfortable and stylish. Since the brand was positioned as a super premium car, the car took two attributes : style and driving pleasure as its positioning platform. The car was promoted as the status symbol for those who has already reached the pinnacle of success.The brand touted the tagline " Own the Road" symbolizing the image, size and comfort of the car.The brand had campaigns starting with explaining the benefits of the car then later moving into communicating the pleasures of owning a Lancer.
But later the brand found itself in the middle of an identity crisis. The competition created new segments in the market and Lancer soon found itself not a member of super premium segment. The brand had to reinvent itself. The brand moved from C segment to D segment and the competition was hotting up from Accent and City.
The disruption in the segment forced Lancer to change the Target Segment also. From the successful, the TG has changed to those who is one their way to success.The TG was defined as 30+ who are the Climbers and who needs symbols to motivate them to reach higher.The tagline was changed to " Life in Control" that talks about being in control of the car and the life. To be in control was a significant aspect to the life of the TG. This insight inspired the brand to come out with communications explaining the big idea. I would say that the campaign was inspired by the campaign of BMW 's "Ultimate Driving Machine " campaign.

Despite the competition, Lancer has always been an introvert brand. I do not remember any TVC for the brand or recollect any print campaigns but still I see a lot of Lancer's on road and all owners of this brand swear by the performance and quality.The quality and customer satisfaction was reflected in the surveys and more importantly the car winning lot of Motor Rally.
The brand was smart enough to make changes especially in design/look without disturbing the equity. 2004 saw the brand coming out with a variant Lancer Cedia which was positioned as a sporty Lancer. But there too the brand kept a low profile.
Despite its lack of aggression, Lancer rules the Mid Size premium segment. But competition is becoming too hot for an introvert... Lancer may have to make more noises before it getting lost in the new launches.

Source/picture:agencyfaqs

Original Choice: Whats Up This Evening ?

Brand : Original Choice Whisky
Company: Paul John Enterprises
Agency: Maithri Advertising


Brand Count ; 223

Original Choice is a leading whisky brand in India especially in the South India in states like Andhra,Karnataka and Kerala. The brand has acquired a whopping 51 % market share in the South India since its launch in 1996. The brand has humbled big names like the UB group and Shaw Wallace in the southern markets.The brand is currently one of the five leading Whisky brands in India.

Original Choice brand was in limelight these days for its guerrilla marketing tactics which surprised both the consumers and marketers alike. The brand is running a high profile campaign featuring the Superstar from Kerala : Mohanlal.

The current campaign is one of the best surrogate advertising campaign I have seen in recent years. All through the state , there are banners that feature the actor asking the question " Vaikittentha Paripadi" meaning " What's Up this evening". This is a very common slang in the state of Kerala. The hoarding also features the brand " Original Choice" banana chips not Whisky. We all know that liquor ads are banned in India and marketers often come out with products like Club Soda ( bagpiper), CD's ( Bacardi) Water (Johnny Walker) etc. Original Choice chose Banana Chips which is a favorite snacks with tipplers.

The campaign also features a TVC where the actor is munching the chips and asking everyone this loaded question in Malayalam " Vaikittentha Paripadi" ( Whats up this evening? ). According to media reports, the distillery has a tie up with the actor's food venture " Mohanlal's Tastebuds" to jointly develop a product line of " evening snacks". But every one knows that this is an excuse for Surrogate advertising.
The latest campaign has angered the moral police and has created a controversy ( more benefit for the brand !). What enraged the civil society is the posters that feature the actor with the chips and bottle of Original Choice which was splashed all across the bars and liquor shops. Original Choice is targeting the economy segment of the liquor market.

The campaign is a terrific hit and according to reports, the sale of this brand has increased after the campaign. The tagline " Vaikittentha paripadi" is on the lips of everyone and sms featuring this line is buzzing everywhere.
Good or Bad, Surrogate or unlawful, this is a marketing success story. If the company is able to take this campaign forward, we can see the birth of an iconic brand.
Watch The TVC here: Original Choice

Vaikittentha Paripadi ?
Cheers....


Source: Agencyfaqs,BBC.co.uk

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