PINCH OF NAMAK

12th March 1930. Most of us might not even remember the day. It was the first act of organized opposition to British rule When the Mahatma broke salt laws in Dandi at the conclusion of the march on April 6, it sparked large scale acts of civil disobedience against the British Raj salt laws by millions of Indians. Well, if not British Raj, this day might have surely inspired a lot of companies to venture into the most basic of all products. To begin with, I remember our eco faculty talking about price inelasticity of demand - Salt is a cheap but an essential good. As the price of salt increases, people do not tend decrease their consumption of salt. And possibly in the marketing sense of it, salt is one product which is mass product. Across segmentation the “customer needs” are the same. Talking of stats, did you know India is the third largest salt producing country in the world with an average annual production of about 148 lakh tones?
These days, there is a TVC run by NIRMA SHUDH NAMAK. Ahh remember that oversmart kid a few years ago, educating the baniyaa? “Shudh nahi samajhte kya?” A much better TVC this time, with positioning efforts not pretty evident. Lets dwell deeper into the case.
NIRMA- a name which is synonymous with the detergent offering, I still remember an hour long discussion in our branding lectures on why they should have used Multiple Branding strategy instead of Brand Extension. But thats another story. Now that the Brand managers at NIRMA decided to play it safe, they have NIRMA SHUDH NAMAK.
Lets see what they have done here. They have shown the raw vegetables in a salad running away from the bombardment of ordinary namak(I like using this word instead of salt). And when they jump out of the window, they see the same NIRMA girl emerging from the sunlight and the vegetables are happy again.
Come to think of it, a very naive campaign. Thanks to the brand managers at TATA Chem (TATA NAMAK), HUL (Annapurna Namak) etc using a bit of rationality in a low involvement product like salt by launching Line Extensions like TATA Salt Lite or the Annapurna Namak’s brilliant Iodised Positioning, the marketing efforts of NIRMA are very lousy. Why?
a. You don’t have a clear differentiation. Why should a habitual buyer of a TATA Salt go for your salt. TATA Salt also has refined free flow technology. What you are showing is grounded ordinary khara namak.
b. No rational factor – Is it good for my or my family’s health? If not is only daana daana ek samaan the reason for purchasing? Thanks but no thanks!

Also a humble request to the professors of BSchools to not glamorise this case by pointing out that the failure of this product is because of the name. I disagree, lack of value positioning is the key for any failure of this product. When NIRMA might have calculated the market size and thought of venturing into its only edible product, they should have totally got their product and positioning of the product correct.
A request to NIRMA, you created magic with your detergent kitty, one way of possible being an ambitious FMCG basket is by launching a few more SKUs in Food segment. Then the acceptability would also be evident. But for the time being, as my guru Jack Trout and Al Reis plead “DIFFERENTIATE OR DIE”

FAIR ENOUGH?

Kill me, curse me or arrest me. Dashboard was on a break for Diwali, and indeed a big one! Well after hogging like an abandoned kid from a third world country, I have accumulated the energy to write back. Also thanks to the regular followers of Dashboard who kicked me not for writing off late!

If you were to be an avid TV freak, there would be 2 vintage brands which have redefined their ad spends, surprisingly. Both were household cosmetic names for decades when the Indian women weren’t acquainted to the slew of variants that one can now see stocking on the shelves. Well, if you haven’t guessed it yet, I’m talking about Lacto Calamine and Vicco Turmeric. Let us first see the life cycles of the Lacto Calamine brand and then analyse if there could be better relaunch?


To begin with, Lacto Calamine was the name every upper middle household woman had in her kitty. Facing a stiff competition with Ponds & Lakme, the brand had a USP of also being the foundation base for makeup. We are talking about 70’s-80’s when the men felt using cosmetics was undoubtedly feminine, the reason not so trivial, the professions at that time were more industrious. Brands those days only spoke of POP (Points of Parity) which was obviously - fairness. LACTO CALAMINE shifted hands from a lot of parents- introduced by Duphar Interfran in 70’s to NPIL in 1996 or so. The brand currently comes under Piramal Healthcare, which has a host of OTCs and FMCG products. I’d only say one thing about the brand- I’m sad...because the brand deserved a makeover. The TVC(click here) although shows the model moving through a construction site, below the ever-shining sun, etc the brand is confusing the people. How, well here:-

1. The 20-30 TG in 1980s and 2000s are 2 varied psychographics in terms of options, awareness, perception and evaluations. Unlike the yesteryears, this TG today has a skin consultant at any local beauty parlour. With L’Oreal, Ponds, Lakme working on BTL activities and promoting products in local beauty parlours, Lacto Calamine has a long way to go.

2. The then users are now possibly using OLAY or Ponds Age Miracle. They don’t even have the referent power since the brand actually disappeared in between only to be back (without any bang)

3. Also, as I said earlier, you are saying a lot of things in those 30 seconds – anti pollution, protection from sun-rays, fairness...phew. This is confusing the TG. We are in the cosmetic world of specialising and not generalising, a world where oily skin and dry skins are having different lotions by the same company!

4. However, the worst of all setbacks is the lousy re-entry in packaging. How come you adopt a child and refuse to dress him/her properly? The packaging looks like 20 years old. With international brands redefining packaging in the cosmetic segment,
Lacto Calamine is looking like a vintage collection.

All in all, as a kid I used to see a paternal aunt use this product when it came in a glass bottle. But one request to Piramal Healthcare- If you are buying a brand, make sure you can afford its makeover too. Not that I’m a genius but here are a few things you could do :-
1. Define the positioning –Fairness is an age old tried and tested formula. For that matter of fact, you still have a vacant place in the FOUNDATION-BEFORE-MAKEUP category. How about telling the ladies, any makeup you wear, use Lacto Calamine for that ever-lasting beauty.

2. Launch atleast 2 more variants. India can’t think of winning Wimbledon just because you have Tendulkar with you (Ya I typed correctly...please read between the lines).

3. Packaging Packaging Packaging...The incentive for the urban woman to purchase your tiny-miny SKU deserves this investment friends.

4. A brand ambassador? Well maybe it could work. Dont kill me but think of Hema Malini recommending it to her 2 girls just like she recommends them the Kent Water purifier. The scene might say “The 2 girls are pestering Hema aunty asking her how she was the dream girl and she says that her friend in the journey was Lacto Calamine.” Might work right?

Dashboard Verdict- a legacy brand that Piramal have in their kitty, lest you waste it.
PS: Sorry Piramal HC for being harsh, but I can’t blindfold my thought process, what is wrong, is wrong...Hope to see some change!

OCTOBER SKY – THE SEQUEL

Waking up at 8 am on a Tuesday morning, I sip my morning cuppa tea and rub my eyes to see NDTV only to know that a big (self proclaimed) politician is arrested and a convoy is getting him to Mumbai. Here, arsons and broken cabs welcome him. The city of dreams is getting disturbed and the unemployed are doing some bit of work. The God in me wakes up and goes to the magical terrace where I last saw the silver lining. Sitting on the water tank I scan through the neighbourhood. Silence prevails almost everywhere. Suddenly I see a few mortals. They bash up the same panwaala who had been servicing their lungs since a coupla years! Wow I said. Gazing more toward the east I saw the newest mall in the area which sadly had a broken glass. The store manager was instructing the minions to shut the doors. Well I really didn’t have much to do. Thanks to the adventures happening in my town, I had to miss an interview. So I thought of taking a walk around and well...think!!

The lazy bum walks outta home. I was greeted by my dear gurkha who tried saying something (possibly in Hindi) to me which I didn’t understand (like always). His eyes were relatively bigger than usual. “Ahh warning” I thought and patted his back requesting him not to tell my mom I was out! As I step out of my complex, I saw a group of men who weren’t familiar. By their look I realised even I wasn’t familiar to them! Thanks to my attire and my “I’m-so-lazy-to-shave” look, they understood I wasn’t disrespecting them to go to work. I walk and walk, through the same streets that I had for years together! The streets look deserted. I suddenly see an array of Bajaj Pulsars. It had men...of different ages and shapes, front was a guy who was as slim as Kangna Ranaut. Also was a guy in the mid 40s who, well who looked like Kanagna’s grandfather!! I smiled, well, there are only a few times STP goes for a toss right!

Out of nowhere a cop came and stood next to me. He looked at me from top to bottom, I think 3 times. The fourth time he looked at my tee and was trying to read it, I guess. I was wearing a Tantra Shirt which said “Mera India Mahaan”. Was it wrong...I thought! The middle aged cop shook his head and asked me to return home. I guess he said to himself “Its time to rephrase the line”. Well thanks to my mom I had seen a lot of tele-soaps and trusted my visual interpretation exercises! But still the look on the face of the cop was weird. I was tempted to speak to him but since he looked a bit worked up, I went ahead.

As I yawned once again, not finding anything interesting, I found a chai tapri open. There were a group of men sitting there and they stared violently at me as I entered. “Chai” I said and the guys looked really annoyed as if I asked them to make it for me. I guess God has given us all a weapon called smile. As a kid, I used it in school when my teachers were pissed off with me. I chose to do the same. As I was about to, something better came to rescue. The Black & White BPL TV screamed that India had won the Mohali Test match. I grabbed my tea and stood next to the same guy, surprisingly even he could smile. We discussed how it was an all round performance. I sipped the tea and the God in me told me to dare to speak, but my mortality warned me to remain mum. I saw the screen as Dhoni, Tendulkar, Zaheer, Ishaan, Ganguly, Dravid, Shewag, Mishra were all dancing out of joy. Did they think which state they belonged to- I thought. My mortal-brother who was furious a while ago said “Great show! India is great. They screwed the Australians”. “Yaa ofcourse”, I said. He was my age and I’m sure he also wished that it wasn’t tea but vodka in our hands. But unfortunately even the wine shops were shut. Sipping tea, we sat, still elated with the India win. I somehow dared to speak. Let me be honest. I’m no superman- I was scared. “India is great”, I said. “Why Australians, we can even screw Indians”. Sometimes you say things which are not supposed to be said, just thought. I don’t know what disease you call it, but I have it in me. My very good friend, Vikram calls it keeda- you know. So I did this keeda and the guy asked me to repeat what I said. I said nothing and now did what I used to do in school- smile. Obviously it didn’t work.

I got up to leave but he asked (rather ordered) me to sit back. “2 chai”, he yelled.

“You know everyone is not as lucky as you”. Lucky and me- sure, I thought.

“Why do you think so”,I said as one of the minion got us tea.

“Look at this young fellow”, he pointed to the kid. “You think he can ever go to a convent like you.”

I scanned the minion like the cop scanned me a while ago. He was wearing an oversized, brownish, once white for sure, tee which read “I love NYC”.Ofcourse li'l Johny didn't know of Sub-prime crisis- I smiled

“Who is to be blamed for this- you, me or the ones on the streets.”

“Thats the problem with YOU guys” he sipped his tea and said, “You don’t want to be held accountable for anything”

His “YOU” made me feel a bit outlandish. I was a part of this town right from the time I made my first friend, held my first book and well since ever.

“There are just 30 lakh of us in Mumbai, out of a crore of junta. You guys take away our jobs”. His eyebrows curved as serious as they could get.

“Brother, you first said luck, then you blamed it on others. What is it that we are doing? I mean, has anyone hurt you in any ways? Or stopped you from studying?”

“Yes, our bad luck has stopped us from studying. Thanks to you guys who took our seats in good schools”

The “YOU” was getting a bit heavy to handle and I requested him to stop it. He seemed to be least interested in a fight with a lazy bum and agreed.

“Really”, he said as he took his last sip.”This had to happen someday. Else no one would understand us ever”

As I kept my empty glass on the broken table, I said “You know what. The problem is not you or me. The problem is our impressionable mind. Our mind wants to hear what it really wants to. The reality is we all are afraid. Afraid to sacrifice. All of us, right from the generation which brought independence to India. The problem with “us” Indians is we expect external factors to gift us with our wishes.” Somehow I was satisfied by stressing the “US” word. It basically showed our lines of argument.

I continued “The real problem with India is that to actually be competitive, we need ONE generation to sacrifice and only slog. And till now, none of the ‘whole generation’ is ready to do that. Then when things around us don’t happen as we like, we throw the blame on others and chicken out saying- Hey its not my fault”
He raised his finger and was about to say something. But suddenly we heard a window break and police siren. He walked out but looked back. I know he wanted to say something. I knew what. I just nodded and showed him a thumbs up- a gesture to show that no one was right or wrong- its just how one thinks. The problem is when we try to enforce our thoughts on others around us. The tapri-guy said “Vaibhav dada ke account mein”. Possibly Vaibhav was his name or it was the name of his mentor. Who knows?

I last saw him get on his bike with 2 more of his friends behind him. A small wheelie and off they go. Free chai, I thought. While leaving, I saw the tiny one who was cleaning the table. I bent down and asked him his name. With a pouring left-nose, “Chotu” he said. I wish God sometime gives ‘Chotu’ a name. I wish he goes to school and someday won’t go out to fight. Afterall Chotu himself didn’t know about his existence- let alone his religion and community!

Some discussions better not happen!

DREAM RUN !!!

Dreams are not what you see while sleeping, dreams are what don’t let you sleep. Reality of life, well this one liner gives you a minute of sensation if not anything. But it really gives brand managers across segments a chance to relate their brands to something known as an emotional intelligence. A recent attempt for one such emotional connect of following your heart and fulfil your dream was by India’s fastest growing mobile service provider TATA Indicom.

Tata Indicom, announced it’s newly launched Brand Positioning “Suno Dil Ki Awaaz”. The new brand communication is focused on Emerging India and ‘empowering people to listen to their hearts and follow it. The campaign which spins around the emotional quotient is perfectly crafted to ensure that people believe in the brand – Tata Indicom.

Brand managers these days are using unconventional strategies and a contemporary attempt being this one. The first TVC shows a young athlete running through a country side when she gets a call from her coach who asks her to come to the city for preliminary rounds of selection process. Well, this was launched sometime close to the Olympics when the whole of India was acquainted with history called Bindra and started believing in the fact that India is more than the Bombays and Delhis. So far so good. But then came the part 2 of the TVC which shows the girl reaching the city (possibly Chennai) where her same coach guides her to come to the stadium. Great! It stirs you up, the voice over strikes a chord and the brand manager’s desired ‘emotional intelligence’ mission is achieved. Well, for once you might say that the fairy-tale episode looks like a take away from the Saif-Priyanka Ponds campaign but theres something which makes it a unique campaign. Analyze this.

At one end you are creating a hypothetical situation about the small-town-fairy tale gal who wants to make it big in life. She does this by ‘suno dil (tata indicom) ki awaaz’. At the other end, they have roped in a celeb-rella from different areas who’ve chased their dreams. The likes of which are Karan Johar(Director) , Lalit Modi (IPL brainer), Himesh Reshamiya (producer-composer-singer-actor-and many more!!), Prachi Desai (Rock on fame) till now. Wow! I don’t know what text-books call such a dual positioning but I’d say its a multi-level positioning. What you do as a brand is tell people to believe in their dreams. And if they don’t believe you, bang them with realtime success stories. One way or the other they ought to believe in you (read your brand).

My verdict-
1. Great attempt but somehow in today’s scenario, if it ultimately doesn’t boil down to sales, its a futile attempt. So keep a check on your ad-spends and don’t just run TVCs like crazy. I mean why do you wanna reinforce the same statements by different brand ambassadors?
2. Another reality check is, if you sill wanna go with it. Make sure that the TG can associate to the ambassadors. Eg: don’t show Himesh’s TVC between cricket matches- show Lalit Modi’s and show Prachi Desai’s bit in between the saas-bahu shows.
As a case, a good attempt on cashing on Emotional Intelligence!!!

Ref:
Press Release

NOW THAT’S A CH-OFFERING

If you hunt Webster’s for this one, chances are you’ll never find it. Just close your eyes for a minute and think, you’ll know what this means! For sure we’ve all gone through, rather are going through it. Right from the days of Parle Kissme, Coffee-byte, and Melody-hai-chocolaty to the ‘Shaadi-aur-tumse-kabhi-nahi’ Ravalgon paan pasand, wow we’ve relished them all. But that was a different genre all together. Slowly Cadbury’s put in our brains that chocolates are not just for kids. Why? Not just for making us happy but also to induce sales. If we speak of current market scenario, the Indian ‘taste-bud-share’ is dominated by Perfetti-van-melle’s SKUs the fav being Alpenlebe.

A couple of thoughts I’d type here. We got most of these candies priced at Ps.50 or Re.1. First point to ponder is why are most of the candies priced at these two points always? Ever since the time we remember. Is it because as kids, our purchase level restricts us to spend maximum Re.1 on a candy. Well, clearly this is an industry where one ‘takes’ the market price, but hasn’t there been a product clearly even from major players Cadbury and Perfetti which could charge a premium on their offering?
For the sake of speculation, Cadbury’s has recently launched a new offering called CADBURY SHOTS which are these little balls of Cadbury Dairy Milk Chocolate encased in a crispy sugar shell. Their TVCs cheaply showcase the mann-mein-laddu-foote liner.

Well, can they ever think of some other type of extension? I mean yaa we all love Cadbury but we also need to move ahead of cashing on the dairy milk thingy. The history of Cadbury dairy milk can never be replicated by the company and they wanna make the most out of it in some way. Anyways it is priced at Rs. 2 and the only justification for it is that one pack has 2 shots in it. Well that boils down to the Re.1 per shot again. Isn’t there any chocolate which can command Rs.2 on a single unit?



Well my gray matter found one reply and that came in one of the companies which had long ago positioned its chocolates as ‘Gift for someone you love’. Remember Nope? Ok their chocolate bars were washed out of market when giants Cadbury and Nestle stocked all possible SKUs in the general stores and simultaneously in our mouths. Yes thats Amul! So our very own desi brand is back with an offering which is Rs.2 for one unit – something which I was talking about. So what is it all about- lets catch a glimpse...ahem to tell you, this is an EXCLUSIVE DASHBOARD REVIEW which you possibly won’t find anywhere on net!



The brand featured today is AMUL CHOCOMINIS. Well CHOCOMINIS- The fun shaped Chocobites, as they call it comes at Rs.120 per box for 400 gm. Now you’ll say who will buy it at Rs.120 and the purchase will be restricted for special occasions only. Well not really, coz Mera Bharat Mahaan! Although the box clearly says INSIDE CONTENT NOT TO BE SOLD LOOSE. It doesn’t take any efforts for our neighbourhood Baniyaa to sell off the SKUs for Rs.2 per piece. About the impact of the product- I am sure, since they haven’t utilised their advertising muscle for this offering yet, Amul surely hasn’t launched it at ‘pan-India’ levels. Clearly, they should take a cue from this gesture of the kirana stores and have some sort of plans to launch single piece for Rs.2 per since the market is there, ripe for the taking. The TG here is not the kids but college-going youth who have a relatively higher disposable income (on chocolates and generally in eatables category).

Firstly the possible desired positioning by AMUL for Chocominis –
“Like the erstwhile ‘Gift for someone you love’ platform here is another offering from India’s largest dairy house, a promise of taste and happiness for those special occasions and being sugarless- at the cost of no calories!”
Dashboard recommends Amul to do coupla things in months to come.
1. The product is gaining momentum and with festivities (not Diwali, I am talking about X’mas time frame), escalate the launch possibly in other cities too, if you haven’t yet – more tastebuds deserve it!
2. Rethink about the single packs again. If you are restricting the purchases to festivities – which seems to be the possible trick- RETHINK.
3. The youth like it- a small observation, the box finishes by a cycle of 2-3 days. When I asked Mr.Baniyaa about this he said the order cycle is pretty hectic.

There are days when guys come and pick the whole pack so there is a dual demand- for whole packs and for singles too. What will AMUL do with the brand is eventually is upon the top ranked brand managers there but I’ll just say one thing – Please don’t underestimate the brand equity of Chocominis- for once it is the only ch-offering which is at a unique price point.

GOOD, BAD AND UGLY

Attitude- we use the word so often. As marketers, we always face situations where only Attitude can come to our rescue. If someone asks me what is Attitude? I would say it has to be Clint Eastwood in the 1970 blockbuster “THE GOOD THE BAD AND THE UGLY” What he might have never thought was...how apt the title was! Nope today’s doashboard funda isn’t about the movie but just a thought on the increased positioning efforts by the Indian Banks, given the sorry state of Indian Economy. So we are talking about sinking (UGLY) economy, the Major Investment Banks falling (BAD) and the traditional Indian Banks which are now reinforcing their “low-risk-trust-me-I’m-good-for-you” image in the minds of the customers (GOOD). So who comes to rescue – my gurus - Ries-Trout with their gift to the marketing bibliography “POSITIONING”.

Well do you remember those early days of an ATM in India when ICICI boasted of its presence in umpteen locations? Then slowly came in the concept of credit cards and other financial products. Also the meaning of banks for an average Indian changed from mere deposits to a complete investment kitty where he could now think about investment and returns. Until now if you ask about decent ad spends and positioning efforts, ICICI would top in the brand recall and next would be HDFC.

Just a touch up on the banking industry before we proceed. It has been growing faster than the real economy, resulting in the ratio of assets of commercial banks to GDP increasing to 92.5 per cent at end-March 2007. Ever since the banking operations had been opened to the private sector in 1990s, the new private banks have been increasing its role in the Indian banking industry. Simultaneously, driven by the expansion of the middle class population, increase in private banks and the burgeoning national economy, the domestic credit market of India is estimated to grow from US$ 0.4 trillion in 2004 to US$ 23 trillion by 2050. With such a favourable scenario, India is likely to emerge as the third largest banking hub in the world by 2040, says a Pricewaterhouse Coopers report.

Wow, now coming back to the positioning of the banks. Banks are primarily a HIGH INVOLVEMENT THINK PRODUCT. We touch upon a few banks which have off late been advertising to catch the eyes (read minds) of people. Possibly one bank which tried positioning itself long before others was BANK OF BARODA calling itself India’s International Bank – pretty straight but no major impact despite getting Dravid on the block. Remember Dravid saying “Taking advice is great. But the point is whom you take it from!”. Then comes the the fabulous recall-intensive TVCs of Bank Of India. Wait a minute- can you forget Sunil? There were many to follow this, this bhaisaab TVC and this one too when they spoke about their telebanking services !!Then came this stealer for Education Loans. Well if you were to see these days, banks like IDBI Bank and Union Bank of India flooding with TVCs which speak volumes about the trust.

Lets speak about IDBI Bank first. If you have seen the TVC (click here) you will notice what it says: “Not just for the big boys- Banking for all” Ahh so who really are the big boys? Are they the “high risk- high return” customers they are talking about? Or is it a taunt to the Big IBs whose corpses are in our minds or rather in the news discussions happening? It has to be someone – but the positioning is clear – “We are banking for all”. Just like their TVC shows football isn’t just for kids but even for the baby elephant.

Next in block is the Union Bank of India – they’ve had 2 TVCs. One shows the father arranging for cab early morning for his son (see here), who insisted on doing things all by himself. Another one a cute kiddie collecting broken tooth and sowing it for a golden tooth in return(see here). The tag line says “Good people to bank with”. Desired positioning here is to show that “our services are like the ones your family members do to you. So grow with us like you grow with your family.” The golden tooth shows clear sign of INVESTMENT and the father-getting-cab phenomena speaks about the RETURNS. Thus with these two TVCs running I’d give a thumbs up for the unknown-brand of UNION BANK.

Also probably the last in the class of the GOOD but certainly not the least, we have a thriller from the ROYAL BANK OF SCOTLAND (RBS). Wow with Sachin as the brand ambassador, a straight warning to the existing players as the voice over says “Once in a lifetime, there comes a player who changes the rules of the game”. Their website says, "Like Sachin Tendulkar, we believe that actions speak louder than words. That's why we've become one of the largest banks in the world with a reputation for helping customers get things done".With the tag line saying “Make It Happen” the positioning is not too clear but certainly it says one thing for sure- In the mushy bank-TVCs, here is a player who means serious business.

So...hopefully the Good gets better and we see a further buoyant Indian Banking system and if not- what are marketers for, they’ll position it appropriately for you!!!

36- TILL I PLAY

7th October midnight, swaying my head to Bryan Adams, as he rightly says “Wanna be young, for the rest of my life...18 till I Die” browsing through my regular news updates last night, my eyes popped at the statement by a gentleman who has been my role model when I was in my teens. The headlines said “This will be my last series...Thanks for all your support, hopefully we’ll go on a winning note-Thanks”. Shattered I re-read between lines. Confirmed, yes, the man who has possibly fought the toughest politics in sport, Saurav Ganguly has announced his retirement. Weird but true, as Bryan’s voice echoes in my ears, dada’s accolades run flashes in my brains.

The sinister from Behala who spearheaded the arguably lethargic Indian squad in the dawn of the millennium, announced his retirement in a rather haphazard manner. By far the most successful captain of India, taught the Indian team that overseas Test matches can be won and not just drawn. The legend who displayed those goose-bump-deserving unorthodox cover drives down the ground, and the dream run of the 2003 South Africa World Cup when we were in the finals (we can’t forget the horrible Zaheer first over either). His 1996 Lord’s debut alongside Dravid, the sublime maiden century and Geoffrey Boycott jumping out of his seat at every drive that came off Saurav’s bat which read V 400. Phew man, all those Chappell-finger row and the controversy of swinging the shirt, dada you have seen it all. But guys, my agenda of writing today is not stating the stats. But before you go ahead, check the fabulous strokes of Ganguly here

Let me come back to track. Dada has been the brand ambassador of umpteen brands, from Pepsi to Sonachandi to Britannia. Dashboard fundas revisits where it all started and will draw a Product Life Cycle for Dada and see if the moves were correct at those stages of his life. As I always say, just an attempt- I am no Kotler! My thoughts go back to a distinguished speaker @ our marketing fest Parivartan who spoke about how the personality of a brand keeps changing from time to time. True, as humans when our life, priorities and roles keep changing, a product is just an inanimate object. Let us now have a check on the brands he endorsed during the different phases.


fig:Kindly replace sales with ‘feathers in cap’

INTRODUCTION: 1996 - LATE 1999 FROM LORDS TO DALMIYA
PERSONALITY – YOUNG AND READY TO TAKE IT HEAD ON
Dada actually started his career as a teenager in Australia in 1992 when he allegedly refused to carry drinks on fields. Wow! A seal on his head says “I’m a No-non sense guy”. Not anything in particular but this stage of his life he gathered the attributes for future endorsements. With the likes of Sachin and Dravid, Ganguly’s sudden bursts of aggression came to notice in the eyes of the selectors, if not the advertisers. Late 1999 Sachin stepped down & Ganguly was chosen to head a young in-experienced Indian team. The best was just to come.

GROWTH: 2000-2003 THE GOLDEN DYNASTY
PERSONALITY – AGGRESSIVE BRAND LEADERSHIP

As the millennium unfolded, there were new advertising strategies and celebrity endorsement seemed to be the talk of the day. This was prob’ly the best era of the Ganguly dynasty. He came across as a true leader – sailing through the rough weathers. Sometime during this period brands like Hero Honda, Britania, Airtel, LG , Pepsi caught him when he lead the Dream run World Cup. A young Indian team and the aggressive Dada, remember the Hero Honda commercial where all of them were working out and in the end dada comes and reiterates that he is the captain. Wow clear show of muscle power by Hero Honda that yes, other bikes are on the streets but I am a leader. Pepsi cashed on a lot on the Men in blue campaign. A Lot of PR, Sourav was a part of it. Click here for all pepsi TVCs.

MATURITY: 2004-2006 THE CHAPPELL-FINGERING
PERSONALITY – RIGID - SURVIVOR

These were probably the worst days in his career. His mentor- Greg Chappell going out of the way to screw up Ganguly’s image. Endoresements also took a back seat. But the “TOSS KA BOSS” campaign first kicked off during the ICC Champion’s trophy. Later the loyalist Pepsi brought out a gem of a campaign when he was rested. It said “Hoo Haa India...apne dada ki baat sunenge naa”. Man thats the appeal pepsi wanted to create just before speculations said Dada will be back in the team. The ad fitted well and suddenly struck an emotional connect with the TG. Click here to see the senti dada, it gives me goosebumps even today!Also a few social campaigns like UNICEF were what he did.

DECLINE: 2006 ONWARDS MOMENTS COME MOMENTS GO
PERSONALITY – DOWN BUT DETERMINED
Chirag computers, Pogo Potato Chips , Puma, Videocon,
Ok, a sluggish period no doubt in his career. With the overtly hyped Kolkata Knighriders losing out in IPL cheaply, brand Ganguly might have been forgotten. Or not really coz the latest statement from Globosport Chief Aniraban Das Blah, said “Ganguly’s brand value is set to go up. By announcing retirement he has towered over all controversies.” Seems like an year ago he wasn’t sought after but now it seems that the brands which wanna show wualities of LEADERSIP and NATIONAL PRIDE are vying for dada. Percept Talent Management which managed brand Ganguly says that Ganguly took away Rs.1.5 Cr per ad but this might increase.

Well my take, since we are talking about PLC here, its time to reposition Brand Ganguly and thats mostly in the hands of the caretakers of this mammoth of a brand. Ideally his re positioning should be that of a guy who has “BEEN THERE DONE THAT”. Ideal companies (read Brand Ganguly’s customers) which could use him are the capital goods say like cement cos or steel cos which have been the backbone of the nation’s progress just like Ganguly and have seen the fall and rise of the field. Another arena where Ganguly could be utilised is the financial services because they can relate to the unpredictability of life and ups and downs connected to it. And what more he is the ideal voluntary retired guy they could find. Nokia which already has Ganguly (credits to KKR) in their kitty can use him as they have been present in the thick and thin of India’s much touted telecom success. Well what is Sugar free Natura doing? Instead of Bipasa Basu, they could use him. Waseem Akram is busy endorsing Kalorie-one.

PS: My recco to Dada. Please have a check when you are endorsing the brand.
You are still the best, like those fabulous sixes you hit that sailed through long off, we will never forget you.

FOOD FOR THOUGHT

Hmm, Eid, Dassehra, Diwali wow! Festivity is at its best. I’m sure all of us have enjoyed the jalebis, laddus, halwa puris and yum! What not. Although thanks to my naratri fast, I should be away from sumptuous stuffs, I am permitted to fantasize about food. What happened today, well it is ashtami in which Hindu families invite kiddie girls called “kumaris” (relating them to Goddess Durga) and feed them with puris, halwa and chana. I have been seeing this since childhood and today was no different. There were kids in my house who were yelling at the top of their voices and were happy, generally happy, maybe coz they are back from school, maybe coz they are socializing (yea we did that too and now we go doping @ BOMBAY 72 East). I wonder when I was so happy or rather noisy! Anyways, two posts away in OCTOBER SKY, I spoke of the joy of kids. This post is definitely not about it. Its about Food...for thought.

Even after so many years of cherishing the puri, I never really thought how it is prepared. But as the wise man with grey hair once said, “Its only when the situation calls that the army runs”, I learnt to make puris. And what I learnt was something more than mere swelling of puris. I learnt a small aspect of life which I would call. Layers of Life.

As the neighbourhood aunt who always helps my mum was away, I was the only available option for help (trust me, mom wouldn’t have bothered to let me enter kitchen otherwise). So me enters the kitchen and walla what I get as instructions from mom is:- Heres the dough, theres the oil on flame and theres the rolling pin(belan). “Okiedokie” said the Sanjeev Kapoor in me and thanks to my common sense I start rolling the dough and make small balls out of it and flatten it. Then add flour to it on top and place it in the boiling oil. Wow, turn it around in the pan and what you get is the puri. I make a few of them in reluctance; my mom is disgusted and asks me to serve it to the kids. Without realizing, I gave it to the smartest kid of the lot. The kid truns to me and says “Bhaiya I don’t want this. Give me a good one!” Huh said the chef in me (read ego) and I told him to eat it silently. He said give me a good one and not a better one..either its grammar sucked or my puris were really bad. But thanks to mythology, I had to treat the kids like God. As usual, the real me gets ready for the challenge and I move towards the battleground (kitchen).



By then my mom, realised the fact that outsourcing the task to a loser like me just incurs additional costs (time and energy) and she better do the bit herself. A bit of reassurance and she permits me to take charge once again. Now the Sanjeev Kapoor in me says bingo, I learn the art of it as if my life depends on it. So I thought to myself, thats my customer- an 8 year old, if I cant satisfy him, forget the AIDA model and SPANCO model of selling. Armed with a rolling pin, and few consulting tips from my mom I understood that you have to layer the puris and thats when 2 layers are formed out of it when fried. Wow! I exclaimed, I might have eaten a zillion puris since childhood but never really thought how come out there are two layers in a single puri. Then the first one goes in for a deep fry, I twist it a coupla time, and then bring it out. It was fun really – well you know if a retired man had to clean the cobvebs, thats challenge for him too, isn’t it! I take it to the same kid and place it on the plate. And look at the li’l one with pride. It (almost forgotten that it was the one who challenged me) tears a piece and relishes into the chana. And finally the kid smiles. Yessss said me and the chef in me gets encouraged all the more. I got back to the kitchen and make around 20 more puris and boy I had fun.

Huh, you know what, at times life is about being naive. You just cant be the smartass SWOTing and PESTing every damn thing on earth right!! As the last kid leaves my mom turns to me and says “Good Job!” I say “Thanks Ma, If it wasn’t for crisis, I would have never known the culinary skills in me”

SIM-P-LAPPIE-FY

“Treeenk Treeeeeen Treeeen Trink” sounds familiar...Oh so you’ve forgotten the sound which our dearest D-Link 56Kbps modem used to make a decade ago when we connected it with our desktop and our MTNL Line. As a teenager I remember banging my fist on the table when it took ages to open the links I wanted. No doubt with the broadband this problem was solved. The high speed internet permitted not just the users but also the web designers to flaunt flash and JSPs on the web pages. Now considering Moore’s Law there had to be a day when we have our desktop giving way to the futuristic laptop. Wow, so a lappie gives you the mobility you always desired. Not until recently, you still had to sit tied at a place if you wanted to surf isn’t it. Not anymore! With almost 4-6 major players providing USB Modem services, owning a lappie actually gives you mobility across geographies.

According to the World Travel and Tourism Council, India has become one of the fastest growing countries in terms of the number of travels made within the country and between countries, by road and air. And here the communications industry found a profitable business opportunity. In this year's budget, union finance minister P Chidambaram has reduced the excise duty on wireless data modem cards by 16%. It is a significant move as far as the data card players are concerned, as it will encourage service providers to slash prices of their wireless data cards drastically. The government has targeted to achieve a data card subscriber base of 40 mn by 2010 from the current 10 mn subscribers. It was also announced in the 2008-09 budget that one lakh broadband-enabled common service centers in villages will be established at a cost of Rs 5,400 crore. All major service providers, including Reliance Communications, Bharti Airtel, Tata Indicom, BSNL, and Vodafone, have launched data cards to tap the vast opportunity lying ahead. The players are offering data cards and USB modems at competing prices and different tariff plans to woo customers.

Ok. So now my reason to bring up this topic –how do you communicate this service? Its more rational an offering than a SIM CARD. If you closely observe Reliance NetConnect’s commercial, I’m sure you’ll remember one of those analogy questions you came across in the MBA Entrance Tests... MOBILE : SIM CARD :: LAPTOP : ???
Now this is an answer the smart marketers @ RCOM got and it was pretty simple- A USB Modem. Like you don’t walk out of the mobile store without a sim card you JUST SHOULDN’T walk out of the Laptop vendor without the USB Modem, clear strategy by the major player in this segment. The intention, clear “Reinforcing the fact that you DO NEED a USB Modem”. Go by the tag line of RIL Netconnect- Anytime, Anywhere Internet Access.

The TVC starts with the protagonist in an elevator with a laptop bag when a gentleman (most probably his boss) asks him if he got a new laptop. When the guy says yes, he asks him “GOT THE SIM?” The guy says yes and wonders whats a SIM gotto do with a laptop. This runs in his brain even when he is in the cab, the train, lol even a reflection of MI2. To end it he gets home to surprise his wife and she asks him the same –“GOT THE SIM”. The Voice over then speaks about the High Speed internet and then says “Reliance NetConnect...Aapke Computer ka SIM Card”

Theory time – now, the positioning is clear. In the minds of the consumers, I as NetConnect, position the product as a SIM CARD...remember the analogy example i quoted a few paras above. This is done since the number of laptop customers exceeds the number of USB Modem users. And I as a company want to induce the usage of NetConnect to ideally each and every Laptop customer and give him the much desired mobility in life. But is it the right move. Reliance Netconnect, with a speed upto 144 Kbps, has presence in over 15,000 towns and 4 lakh villages. The company in its latest move has also tied up with laptop manufacturers HP, Lenovo and HCL to bundle its data card. The company has sold 12,000-14,000 units a month over the last four months.

Now going by the strategy text books, such a move is purely a market leader for increasing the usage of the product. You increase the size of your market, hence you being a (say) 35% in a 50 crore market become 35 % in 100 cr market. Doubles your topline and economies of scale could reduce your costs which increase your bottomline. Simple, not so.Lets look beyond the textbooks now!

Remember the disastrous campaign of Pepsodent which spoke about brushing twice a day. What it did to the customers- they liked the cute kids, got the msg but used more colgate (existing leader in segment) than buy a pepsodent. Why am I saying this is that the USB Modem market is very new where leadership is undefined yet. Although RIL is a dominant player. TATA Indicom’s Plug n Surf is the closest and BSNL, Vodafone,Airtel are yet to get the mileage. So is it too early for Reliance to show their leadership when the market is cluttered and undefined? What if the users get the positioning of the product right but use a USB Modem (of any brand) than Reliance? Disaster!

But kudos to ADAG Group to be the first to reinforce leadership through accurate positioning of the product in the minds of the customers. The chain goes something like this Think of a Laptop -> think of a USB Modem -> think of Reliance NetConnect.
For the positioning I give it a full but only for the timing of the ad I bring the scores down:
3.5/5 is what I feel the brand truely deserves.

OCTOBER SKY: FEELS LIKE GOD !!

Its the 4^th of October 17:00 hrs. I’m lazing in my room and thinking what to do. Life was just the same and my brains were begging for some introspection. Watching my favourite DVDs while my management books lay besides me – Kotler half dead, Sales Management half torn, The Eco Times shouting about MAM-TATA tiffs... huh wheres life man!

As I scratch my beard for the hundredth time today I shrug my head in disgust. I see the garden outside my house. A sudden sway of the wind, and the leaves of the oldest tree in the neighbourhood; falling off. For a moment people around look in disgust while I look around in pride – finally my brain can think! I gather my cam and go to the terrace – leaving my mum yelling at me to watch out! As I step up what I see for the next 40 minutes is unbelievable.

I see the dark winds approaching from that side of the horizon. This is the same sky I keep watching when the bright sun is out there gushing its rays on mother earth. I observe the sight of the dark clouds acquiring the lighter sky zones. I start grinning when I see the crazy crows running around wondering about what to do. The sky was so beautiful man...the darkness above me from front to back. Like a small kind I (my brains) jump outta joy! Still wondering why I keep saying my brains? Haha

I stand there on top of my water tank and it reminds me the scene from LORD OF THE RINGS – II where the protagonist looks up the sky and predicts a bloody war somewhere close by. I stand there looking at people below me running around. Clueless and cursing themselves for the rational of not picking up the umbrella which lays somewhere in the racks! Me still thinking where the rain is. Is it gonna come? After a long hiatus of over a month and half? As I look around in anticipation, I see the sky and open arms. The drops fall on me and I feel like ...GOD!!!

As I play God and look around the vicinity which is err...rather confused at this point of time, no doubt the rain has fastened up the life in the otherwise lethargic neighbourhood! But what is this? The housewives run to gather the clothes which they left to dry up. Poor uncles, I mean gentlemen run back home in an attempt to save themselves from soaking. Ahh comeon man!!! Whats wrong with you guys. I (God) have just attempted to give you the happiness and you don’t care about it. Silly mortals!! When was the last time you guys had fun man! Emulating God, I scan towards the south and I see the kids play football like the Roonies and the Ronaldos! Ahh thats divinity, I smile again and shake my head.

I close my eyes and rest back on the ladder beside me, enjoying the scenic beauty. Greenery, the water and above it the dark clouds. Wow! Then suddenly I saw something which I’m sure as kids we kept hearing all the times. Remember the days when you just lost the race by just a micro second. Or for the procrastinating few, the one contract you lost. Ahh or the engineers like me who got the glorious ATKTs. Remember what the souls around us said. “Every dark cloud has a silver lining” Yup thats what I saw – A SILVER LINING!

Amused by the sight I raise, taking my pose as God! With one leg on the ladder and the other on the raised wall of the water tank, one hand on my waist and the other sharpening my eye sight to check out the silver lining more accurately. Wow! Gushed my lips and the clouds passed over me! As I watched them go by, I said to myself – is this the darkness of our lives which persists and is this how it just goes off in a flash? Superr as my friend from Hyderabad exclaims always! Thats the reality, in a snip of the eyes its all gone! I (God) turns around and looks behind me. The beautiful light orange colour dawns across the horizon. My eyes juggle as I stand in the same pose as described earlier! Behind me go the dark clouds, fading away and ahead of me dawns the light amber coloured sky which brings a cold wave! Happy realization the God in me says! I lay there for a while proud of this simple fact about life that the mortals fail to comprehend. Slowly I hop off the ladder and as I shut the door besides me – I look up to the October Sky and bid it adieu !!

TITAN-IC LAUNCH

Titan Watches, country's leading watch manufacturer, launched its all-new collection of chronograph, multifunction and retrograde watch "Octane" sometime in February this year. Speaking after the

 launch, Titan Watches COO Harish Bhat told newspersons that this new product was a bold and unique collection that embodies speed, energy and power. "Titan has always looked to bring in the best to its customers. The new Octane is a reiteration of the company's promise to constantly provide the customer products that connect to their personalities and help them express themselves", he added. The leading watchmaker is aiming to grow its watch sales by 40 per cent with the launch of its new watch collection.

Further during its February 2008 launch Bhat said, “Octane meets different aspiration levels of a male customer of Titan. Built with rugged, stylish features, Octane will catch the imagination of today’s bold and adventurous urban male.”

Octane has been designed by a mix of Titan’s in-house designers and contract designers at their Hong Kong office. For the time being Octane is manufactured in Hong Kong for the Indian markets. Depending on the sales volume, it will be made in India at a later stage, he said adding it will be launched in other global markets after six months.

The Octane collection is available in 35 styles and priced between Rs 5,000 and Rs 7,500. No Doubts to the reasoning why the company spent a whooping press and outdoor advertisement campaign for the new watch at a budget of Rs 3.5 crore.

Ok so you know about the ambitious dreams of the company. If you have seen the pulse raising TVC (here) by Octane you must know what I’m talking of. Now I won’t blame you if you thought that the ad was for a new bike launch atleast for the first 15 sec. Later, this eye catcher, which has an amazing soundtrack “BLUR” shows the biker flaunting the OCTANCE series. For the 60 sec TVC created by OnM, Bangalore the appeal shouts from the rooftop!

Lets consider the personality of the brand they are trying to portray here. Now what exactly is a brand personality?  Our professor once told us, Brand personality is distinct, non preemptible enduring and associates the brand with certain values.  Brand personality acts a potent brand

 differentiator and offers sustainable competitive advantage. Advertising is one of the key elements in building a brand personality, which is equally important to the marketer & consumers and this

 one shows just that.

First things first, if we attempt to find the Target segment,

Geographically: the Class-1, Class-2 and metros.

Demography : Ages 25-35 segment, young-single or young married males.

Income : upper middle class.

 Occupation: Junior/mid level executives who are professionally qualified.

My favourite would be the psychographic segmentation, the segment they are targeting are the Experiencers who Mr. Kotler says are the young, enthusiastic, impulsive people who seek variety and excitement. Spend a comparatively high portion of income on fashion and entertainment and socializing. Behavioural segmentation which is a bit complicated but heres an attempt:- Decision roles – ok now lets get real Its Diwali time, you need an initiator (either ur GF or wife or friend)  to initiate the need for a watch. She would partly play an influencer but the decider and buyer is the final user since OCTANE has 35 designs. Behaviourally it is an occasional (generally festivals or birthdays) purchase. Loyalty status is somewhere between Hardcore loyal and split loyal. Attitude toward the product is purely Positive since it comes from a heavyweight brand.

As the BLUR soundtrack fades, for those last 8-10 seconds if you closely try to hear, you have the same TITAN track in the rock version (wow...sticking to the core corporate identity) and the voice over says BE SPEED...BE MORE, a sudden rush goes through you and says “Hey yaa man...thats what I wanna be like.” In this fast paced “blur” life, all I need is speed. To add to it the positioning is straight -> “I am no ordinary watch...You want speed, you want a fast life...Here I am to be with you, in each adventure you head to. Rugged in looks, contemporary style and features and what more, the watch is not too informal either so you can hold me on your wrist even when you are in a meeting”. There has to be thumbs up by the metrosexual man.

Also what I like is this price point, Rs.5000-7500 a quality watch was somewhere missing. We have TIMEX, Fast Track and others which are below this range but even the mere look isn’t that of a rugged kind. They are more casual though trendy; you know the college going types. This watch should be a hit amongst the 25-35 segment. And as the positioning of TITAN in the 1980s was as a gift or accessory and not as a watch, I think

 the same would continue here. Noteworthy fact is the screening of the commercials, bang

 before Eid and Hindu festivals like Dassehra and Diwali. And trust me in this season wherever you go, you have a discount or exchange offer hanging on the doors. So it should boost the sales of OCTANE. The most famous models even featured on the website are PULSAR and ADRENO. Hell yea, even the names sound like bikes.

As I end this review, the beauty about TITAN’s NPL (New product launch) marketing is elevating the customer, he has smoothly brought him from an HMT to TITAN (in 1980s to 1990s), then introduced digital watches to him, given him a trendy fast track when he was in college, and now as he grows to be more challenging and gregarious, he gets the OCTANE collection – so BE SPEED ...BE MORE

Ref:

TITAN WORLD

HIDDEN BUT SEEKED

Who doesn’t remember the 1989 commercial of Parle G which says SAB KO PATA HAI JI...SWAD BHARE SHAKTI BHARE...PARLE G. Well from 1989 to date, Parle Products has added a lot of SKUs to the Indian shelves – brands like KRACKJACK, Monaco, Milk Shakti etc. One of the brands it has on its platter in the premium segment is HIDE n SEEK. Rightly described on its website, Here’s a choco biscuit that flirts with your taste buds. Seek out the chocolate chips that aren't really hidden. And relish a delectable experience as they melt in your mouth. Also know to work as an effective icebreaker it’s easy to see why it’s tasty itna, ki dil aajayee. Effectively communicated by a flirty Hritik Roshan and a series of beauties like Isha Sherwani and others. The first ad showed Hritik Roshan at poolside playing hide n seek with a lady. Nice way to launch a brand and help the audience build the image. The recall value would increase undoubtedly since the the TG remembers HIDE n SEEK and Hritik and the commercial comes in their mind. Now they don’t stop with just one campaign, they have a series of such campaigns – the best seller yet was the Isha Sherwani (Kisna fame) where she refuses to dance and Hritik (with Hide n Seek) makes her do so. Point to be noted is the tune which was born out of this ad is still carried on – where we’ll get in a moment.Followed by cafe ad and the fight ad

Now lets talk about extensions! Since about a week or so, PARLE has been showing a (rather lethargic) commercial of Line Extension for HIDE n SEEK. There are 3 models who carry with them banners of HIDE n SEEK’s 3 new variants – ORANGE, MINT AND COFFEE. Ok! Didn’t notice it yet? Not your fault. Probably they need to realise if you want TG to welcome your extension, you gotto shout. Where is Hritik Roshan – your brand ambassador? Ok if you think why is it that HIDE n SEEK is going crazy behind launching variants – you mus know this is not their first attempt. They have extended the variants of HIDE n SEEK Chocolate by launching the Rs. 5 SKU too. Wow the one that has 4 odd biscuits packed and comes in a huge PET Jar. Man that is penetration. Also sometime last year they launched the HIDE n SEEK Milano - A cookie with a reputation for romance. As the site says, Indulge in the sinful taste of Milano and everything that follows it.

So actually the brand has done all to leverage on its chocolate equity. So the net logical decision was to extend it to suit more taste buds. But why these flavours? There is a reason -Pioneering the chocolate-chip cookie category with its Hide & Seek brand in 1998, Parle had subsequently extended the brand into three variants - orange, coffee and mint. However, poor offtake led the company to discontinue these products while the Hide & Seek chocolate-chip cookies continued to be successful. Claims Sundara Rajan,"For the first time, Good Day will have a challenger brand at the national level. All this time Good Day had competition in the cookie market mainly from the regional players." In fact, cookies, which generally have high butter content, are manufactured by a host of regional players (mainly the local bakeries) and the big national players will have to fight for their share in this segment from the unorganised local players.

Explaining the reasons for the earlier failure of the Hide & Seek variants, Lakshmi Goyal, Business Director, O&M, the advertising agency handing the account, says, "The chocolate variant had a broader appeal and this led to the other variants falling by the wayside." The `exotic' nature of the variants did not help acceptance in the market.

Also I don’t want to get into another story here but fortunately for the second, Parle Products Private Ltd has withdrawn the variants of its chocolate-chip cookie brand, Hide & Seek. Having extended the Hide & Seek franchise early 2005 to two new flavours - butter and cashew badaam - the biscuit major fortunately then restricted it to chocolate-chip cookie. Explaining the rationale behind withdrawing the variants, Mr Mayank Shah, Product Manager, Parle Products Private Ltd, said: "Hide & Seek has a strong association with chocolate. It has always been accepted as a chocolate chip cookie brand and people were not ready to accept the butter and cashew variants. We have now de-linked the variants and re-introduced them as Parle Cookies. The products will soon be re-launched nationally."

To sum it up, I’d say, that yes it is weird to imagine the brand which partially outsmarted Legacy Brand GOOD DAY by entering the choco-cookie variant has got into flavours like Orange, Mint and Coffee but if we want to leverage on the brand equity, you have to come up with variants. Acceptable or not – only time will decide but surely my take is if you want to make a success out of these variants , one – we need to believe these will work gloriously- its ultimately about how we position them in the minds of the TG. Two- get a brand ambassador or work on the dates of Hritik Roshan- since you need him to take it ahead – the magic of HIDE n SEEK and Milano will persist. 

REF:

Parle Media Centre

WHADA FIZZ...

You gotto be kidding if you don’t remember the fizz ParleAgro created with the launch of Appy Fizz created during its launch in June 2005. The target was clear –Gen Y and the positioning was abso clear- “A Cool Drink to Hang out with”.

The personality of the drink was a cool dude aged in late teens or early 20s and typically fun loving, pocky – just like that chilled out dude you hang out with. I briefly remember last year when I and a a friend of mine met this gentleman at Parle Agro (ahh one of those sponsorship-cold-visits for our college fest virtualities) and we asked him why Appy Fizz didn’t come in glass bottles. He said that the apples are original Kashmiri apples which are of top grade quality and the taste would be hampered if packaging wouldn’t be PET. Appy Fizz is available in SKUs of 300ml, 500ml and 1 litre PET bottles, priced at Rs18, Rs25 and Rs45 respectively. Ok Gotcha! So you have an array of variants in terms of sizes lined up. A slight putoff was the price tag it carried but it was a clear show of premium which all of us were ready to pay – afterall it was the ONLY fruit based fizz which was fun to drink and unlike the fantas and the mirindas. Ok I also gathered the fact in the meet that Appy Fizz initially faced a lot of problems from the MNC Brands while placing it at the multiplexes and youth zones! The sales team did a fabulous job though backed by the strong pull that brand created. Who can forget the amazing series of TVCs the brand had right!! Its all about the RE-CALL Effect, I still remember my engineering days when few people carried Appy Fizz bottles (refilled with drinking water) in colleges as a signature – “I’m cool”. And that induced others to buy the product. Yea packaging rocks man!

Now if we go by text books, product life cycle says that Appy Fizz would still in the end of the growth stage, the brand enjoys a decent brand pull. But maybe the craving for the brand has slightly passified, afterall the name fizz still has soda in it and the sudden buzz about the “oh-what-about-my-calories” effect is turning to people’s mentality. Right so what do we do @ Parle Agro! We have a new product launch (I’ll capture it soon) which was recently announced. Parle Agro is entering the 100 % juice market in a bid to take it head on with established brands like Dabur’s Real, PepsiCo’s Tropicana and Coca-Cola’s Minute Maid. Afterall the Indian juice and juice-based drinks market is standing at over Rs 1,200 crore with market growing at around 20 per cent YOY. In a recent press release, Nadia Chauhan, director, Parle Agro, told Business Standard that its premium apple drink, Appy Fizz, has been introduced in a new avatar. “Appy Fizz isn’t just a sparkling apple drink; as a brand it is representative of the youth. And the youth is all about constant change and experiments — with looks and style, with ideas and beliefs. Appy Fizz’s new look is in keeping with that kind of a mindset”.

 Wow! In sync with the statement, check out the the latest commercial by Appy Fizz new avatar  

The ad shows the bottle of Appy Fizz changing and surprising his buddies with the new avatar. ''We maintained the fun quotient Appy Fizz had in the previous campaigns but added a lot of style since it was going to be about the New Look'', says Sajan Raj Kurup, chairman and chief creative officer of Creativeland Asia, the agency that created the new packaging design and the communication. ''Bold, unrestrained, unabashed and cool that should sum up the look we have created for Appy Fizz. It pretty much mirrors the youth values today', he adds.

Speaking about the kind of detailing in the new packaging, Nadia Chauhan says, ''It's about engaging the consumer at the first point of contact and engineering the right kind of start to the relationship''. Yea if we talk about packaging, as the 5^th P, Parle Agro has a history attached with itself. The company was a pioneer in introducing fruit drinks in Tetra Pak's in India, and the first to introduce fruit drinks in PET bottles in India – who can forget the “frooti” packs we all craved for as kids right!

Do you know the APPY FIZZ also does a CSR Activity on Global Warming?No click here

Its called "DONATE YOUR ICE" where APPY FIZZ and his friends educate us about the funda thats gripping the world @ this point of time. But still it would be gr8 if they have a better gripper for the youth connect something like TATA TEA has come up with (see my previous post) 

My take for the repositioning it has done,3/5...you are revitalizing the need for the brand among the TG. This ad will induce the users to go and try out the new fizz.  The 2 points that I kept reserve is since the product perse is still the same!! Looking for more Appy!! Cheerz and way to go!!!

SOURCE:

Business Standard Article

PARLE AGRO 

SULK-O-MANIA

Phew...you know there are times life expects so much outta us..Well rather the other way round...WE expect so much outta our poor life. Its just that there is this feeling in me right now. Something you’ve dreamt of since a long time relatively just flies by you as if you never existed. So just penning down the “oh-I-sulk” factor.
Remember the “Mission Impossible” scene, the one in which Tom Cruise is trying to climb the cliff and just slips off...fortunately for him John Woo (and the green screen technology) didn’t let him slip off...and he gets to do a dozen more frozen stunners. But in life, our John Woo is The One sitting up...watching you and saying “Dude, hang on...theres something better in store for ya!”

Come to think of it...the “SULK” factor busts your ego a bit. There are successes and there are these (not really but) failures in life when you just don’t get what you want. Maybe the future has something better in store- hell yaa thats what people keep saying to you right?

Gosh what I’m writing now is gonna be crazy, its been a lifetime ever since such stuffs have happened over and over again but I never realised it before this time. You want something, you don’t get it and then you get something which is relatively lower but you excel in it. You just perform better than those guys who are with the best and surprisingly you win! You get famous; you are the rock-star. Hell yea man! You are an achiever. Thats life for you...You need to take a chill pill at times. And for all the people sympathising with you ahh...The best part of being down is that you just got one way to go...and that UP!!!

SAFFOLA CAMPAIGN

Ok,talk about being CLOSER to the consumer... n we have the best of the brands now not only vying for a place in the mindspace of the consumer but also his/her HEART..
Who knows it better than SAFFOLA? Check the new campaign of SAFFOLA here

Started in late 80s by MARICO, India's leading FMCG co with power brands like Parachute, Saffola, Sweekar, Marico's Hair & Care, Revive and Sil.
If we talk of Saffola, they caught the right eye of the consumer- sometime in 2000,
Mr Mariwala was in Delhi for a press conference to announce Saffola's support to the `World Health Week' through the Saffola Healthy Heart Foundation. To further build on Saffola's `heart equity', a Web site called goodforheart.com, set up on an investme nt of Rs 30 lakh, was on air!

Marico also proposed to support the cause of preventive heart care by airing a series of infomercials on select television channels. Other similar attempts would be tapping high stress groups of individuals through direct mailers. The World Heath Day, organised by the WHO in September end, is observed across 28 countries. In India, it is being supported by Saffola Healthy Heart Foundation, in conjunction with the All-India Heart Foundation and the Cardiological Society of India.

So, we are in 2008 and Saffola has a host of products!
Lets look at the Product mix of Saffola.
In 1999 , oil prices were low so the brands showed de-growth in value terms. The company enterd the basic foods segment in 1999 with the launch of Saffola mineral enriched salt and Saffola Atta. These products were rightly positioned under the health platform . "There was a need in the marketplace for such a product which cannot be directly compared to other branded salts because of the price premium that Saffola salt commands," says Marico Industries Ltd chief executive officer (health care) Pranab Datta.

Then in 2004,'Saffola' launched a fresh advertising campaign. The campaign by Grey Worldwide has a new tagline, "Aaj se jeene ka andaaz sudhariye" (Improve your lifestyle today), urges every Indian to take up healthy lifestyle. Earlier Saffola campaign used the tag line - "Saffola Swasth ParivaarKe Dil Ki Dhadkan".Saffola has smartly leveraged its equity of edible oils to the extensions like Atta Mix and Salt!

I realised something while doing my summer project on Ready to Eat products with MTR Foods Ltd. Just sharing my view on the 'metro-health' factor. Now what is it with health that we have- aren't we still running behind the samosas or new age offerings-pizzas,pastas et' al' Its more to do with the 'EI' thats the emotional intellect!
Imagine a typical corporate exec , age mid 30s. He/She gets up as early as 7 in the morning, maybe pays the treadmill a visit thrice a week. A quick munch of corn flakes, a glass of orange juice n bingo...m done for my breakfast. Then runs to the office wher the actaul stress bust starts...The umteen cupsa coffee, the 'working-lunch' and the (ahem) fags that go along with it.

So your 'health' goes for a total toss and you know it! So when products like Saffola come to the shelf in the mall-nex-door, you feel that "Hey..m not too much in love with my health either...y not just grab this stuff n give justice to my health?"
Now THIS factor is what is the emotional benefit of the offerings that base on health platform. The functional benefits are all the same. Its just that the constant ads about self-probing health issues and the "fright" of the future that compels one to buy the product!Something like THIS

Come to think of it from a working woman's (or housewife's) aspect. She (maybe) is too busy to take care of her family the way her mother did! So when she knows abt the 'health' factor associated with the products, she feels that "YES,it makes me a better homemaker" if I buy THIS for my family.Something like THIS

And rightly so, kudos to the Saffola campaign.If you check out their website, it gives u a total,one stop guide with a RISK CALCULATOR.If u visit it earlier than 28th Sep, you also could register for the FREE CHOLESTEROL TEST.

PS:The only problem is SUNDROP is running a similar track..just make sure the potential product doesnt take shape of an augmented product

Ref:
SAFFOLA