The joke’s on you!

When IIPM comes to education, never compromise

Humour cuts ice like nothing else can, and especially so in comparative advertising. When Coke was selected as the official drink for the cricket World Cup series, Pepsi came out with a campaign, which went like, “Nothing Official About It!” And it was perceived as really cool. The campaign was probably one of the most memorable ones on Indian turfs. Similarly, in America, when Michael Jackson (Pepsi’s endorser) fainted during one of his stage shows, Coke came up with an ad that said, “Dehydrated? Try Coke!” People smiled, and both Coke – and even Pepsi lovers – enjoyed the ads.

A word of caution though. Comparative advertising is not mudslinging. Tongue-in-cheek humour is acceptable, and in fact appreciable. However, when you poke fun at someone, it can well hold you in bad light, if the ad is distasteful. When Pepsi came out with an ad that was a spoof on Hrithik Roshan, it was not appreciated by many. There were so many Pepsi drinkers who were Hrithik Roshan fans, and it hurt them to see Pepsi poke fun at their heartthrob. To top it all, Pepsi was not only sued by Coke, but as well as by Hrithik Roshan. In much similar fashion, Hyundai had, in many of its previous ads, made it almost a strategy to hit its competitors below the belt. Against Ford Ikon, it came out with acceptable ads that went, “Santro ends Ikon’s Josh.” But when Hyundai saw the Matiz car brand in trouble during the time when rumours were adrift that Daewoo (the parent company) was in the process of closing down, the northern dealers of Hyundai came out with ads, which screamed quite distastefully and unpleasantly in Hindi, “Car ghar par, company sadak par!” (Car’s at your home, company’s on the road). Though Daewoo did sue Hyundai, the bigger loss Hyundai suffered was because of subsequent consumer response.

The Last Word

Comparative advertising is actually a service to the customers. If it’s truthful and not unpleasantly disparaging, it can actually help customers make more informed choices. As David Ogilvy said a long time back, “The customer isn’t a moron; she’s your wife!” So if your product is superior, don’t hesitate to compare it with the leader and surge ahead. Truly, only the strong & confident can indulge in & win the big fight.

Copyright © : Rajita Chaudhuri and Planman Media.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Guerilla warfare!

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A term made famous by the duo of Al Ries and Jack Trout, guerilla warfare signifies a tactic that can be quite beneficially used in advertisements by new players entering the market. Under this, if you really are offering a better deal, it’s best to attack the leader headlong. And the louder you are, the better!

When Whisper entered the market, it took its competitor Carefree (J&J) headlong in true guerilla style by vociferously showing how it was qualitatively superior to the market leader – and all this without once naming the product. “Expensive BAS***DS!” was the advertisement that the budget airline Ryanair came out with, indicating in not so subtle a way how BA – that is, British Airways – was more expensive than Ryanair. British Airways did try to take them to court, but the judge concluded that the average consumer would not see the price comparison as misleading, and in substance the advertisement was true! So not only did Ryanair win the case, they won a lot of customers too.

When Captain Cook first launched its salt in India, it made an extremely loud reference to Tata Salt by showing a package that looked exactly like the Tata product. The ad showed how Captain Cook was better than the competitor’s salt because it was the only “free flowing salt.” This was an attribute that Tata Salt lacked, and Captain Cook made its mark in the marketplace by highlighting this aspect.

At the guerilla extreme, Duracell showed two Bunnies racing in its commercial, where the bunny powered by Duracell battery won the race hands down, while the other bunny with a black battery lost the race. The voice-over at the end of the commercial dramatically stated, “While Duracell Alkaline keeps on running, Eveready Super Heavy Duty can’t keep up... With up to three times more power, Duracell always beats Eveready Super Heavy Duty.” How much further overt could one get? This Eveready damning ad ran on Australian TV; and even though Eveready sued Duracell, it was of no use since the court concluded that the ad was not showing anything that was untruthful.

Copyright © : Rajita Chaudhuri and Planman Media.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Comparative B’advertising

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Some classic examples have benchmarked the history of comparative advertising. And leading the fight club is the protagonist of this story, Pepsodent, which, in its advertisements, claimed, “New Pepsodent is 102% better than the leading toothpaste.” The ad showed two boys being asked the name of the toothpaste brand that they used. One happily exclaims Pepsodent, while the other’s disgruntled response, though muted, clearly points cynically towards Colgate (especially as a background jingle similar to the one in Colgate’s ads is used quite appropriately). Incidentally, at that time, Colgate toothpaste ruled the market with a massive 59% market share. Expectedly, Colgate took HLL (which owns Pepsodent) to court, and HLL had to withdraw its ads.

On the personal care front, HLL stirred another hornet’s nest when it came out with an advertisement that read, “The Truth, Not Just Promises.” The ad went on to explain how ‘Fair & Lovely’ was much more effective than ‘No Marks’. Ozone Ayurvedics, the owners of ‘No Marks’, did not take this lightly. They felt this was wrong & unethical. They got their facts in order, and claimed in return that No Marks had the highest content level of active ingredients – about 59.5% of their product’s total composition, compared to 0.66% in Fair & Lovely. With these and many more such shocking statistics, No Marks sure had a point to prove. HLL is surely getting cold feet on seeing a much stronger competitor; and if it continues like this, the faith of consumers might slowly get eroded.

Similarly, the Kiwi Liquid Wax Polish ad showed a squeamy and clearly unlikable liquid (polish) dripping from a bottle marked X, while no such liquid dripped from the Kiwi bottle (what else!). The shape of the bottle X left no doubt that it was Cherry Blossom. Amusingly, even the government body MRTP agreed so – and the ad was ruled a case of disparagement. Subsequently, Kiwi was asked to discontinue the same.

But poor Colgate, its cup full of woes continued from another front. When Vicco tooth powder (remember the inimitable Vajradanti!), in its ads showed an allegedly useless – and obviously unattractive – oval shaped tin of a competitor, though without any label, everyone could still identify the “useless tin” as a Colgate tooth powder can. Once again, MRTP noted that the advertisement created an impression in the viewers’ minds that the can was of Colgate, and they would be inclined to believe that the product was absolutely useless, which was not right.

As must be clear by now, though effective, comparative advertising should be used with extreme caution. Comparative advertising is most effective when it’s factual, and there are significant & meaningful points of differences that are highlighted.

Copyright © : Rajita Chaudhuri and Planman Media.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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4Ps Power Brand Awards 2007

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4Ps B&M felicitates India’s 100 most valuable brands & top 30 automobile brands

There was a time when the number of brands in the Indian market place could be counted on one’s fingertips. No more! Liberalization and globalization have completely revolutionized the life and times of the Indian consumer, with a plethora of brands, both domestic and international, vying for shelf space. Recognizing the increasing power of brands in the Indian market place, 4Ps Business & Marketing (4Ps B&M), in association with The Indian Council of Market Research (ICMR), last year instituted the “India’s 100 Most Valuable Brands” award, published as an annual feature in a special issue of the magazine.

Like last year, this year too 4Ps B&M organized a special function on 24th August 2007, to give away the awards to the most deserving brands, which have made momentous efforts to endear themselves to consumers over the past one year. Awards were also given away for the ‘Top 30 Automobile Brands of India’ on the occasion, published in another special issue of the magazine.

The glittering awards ceremony, held at Hotel Intercontinental Eros in New Delhi saw the presence of the who’s who of corporate India, each looking to pick up their respective award. These awards have already become a much-coveted and popular yardstick to measure any brand’s accomplishments in the Indian milieu.

Among those present on the occasion were… Ranjivjit Singh, CMO, Microsoft India Corporation; Lakshmikant Gupta, CMO, LG EIL; Kaushik Roy, President- Brand Strategy & Mktg. Communications, Reliance Industries; Alok Bhardwarj, VP Canon India; Smeeta Chakrabarti, Head of Operations, NDTV Group; R.Chandraseker, VP-Brand & Media, Airtel; P.Sam, Head-Sales & Marketing; Yamaha Motor India Pvt; Mayank Pareek, CGM-Marketing, Maruti Udyog; Kaushik Roy, President, Brand Strategy, Reliance Industries; Tatsuya Tsuchida, MD, Daikin India; Shoaib M. Farooqi, COO–Madura Garments; Srivals Kumar, VP, Star India Private Limited, Gullu Sen-Chief Creative Officer & Vice-Chairman, Dentsu Marcom, amid a slew of other management and marketing honchos.


“In less than two years, 4Ps B&M has become a favourite of marketers, advertising professionals and communicators. I hope these awards will further strengthen the strong bond that is developing between us,” a beaming Prof. Arindam Chaudhuri, Editor-in-chief, Planman Media and Chairman, Planman Consulting, delightfully shared on the occasion. The celebration was accompanied by a breathtaking performance by the popular band, Channel V POPSTARS II, AASMA and was anchored by Nina Manuel.

The 4Ps B&M and ICMR methodology for selecting the winners, both for ‘India’s 100 Most Valuable Brands’ and the ‘Top 30 Automobile Brands of India’,was painstakingly elaborate and diligent. For the latter, ICMR and 4Ps B&M conducted a unique three staged research, including both four wheelers (passenger vehicles, utility vehicles & MPVs) and two wheelers. The survey lists the top brands in the automobile category based on the customer’s opinion and dealer’s feedback on various parameters. The research was conducted in the five major cities of India namely Delhi, Mumbai, Chennai, Bangalore and Kolkata. Some prominent players amongst the four wheeler segment were Maruti Swift , Skoda Octavia, Mercedes C Class, Ford Fiesta, Honda Civic and Toyota Innova. The two wheeler segment on the other hand included Bajaj Pulsar DTS-i, Hero Honda Splendor, Honda Activa, TVS Apache, Bajaj Discover, Honda Eterno, Yamaha Gladiator and more.

For the survey on ‘India’s 100 Most Valuable Brands’, a comprehensive survey was conducted wherein virtually every major brand (across segments) in the country was considered and a list of 1057 brands was short listed. The selection was based on the growth, reach, demand and availability of the brand. Consumer preferences across five metros of India helped ICMR to take the survey to a final list of 150 brands. This was however not the end of the odyssey as these 150 brands were later analyzed based on the parameters of brand awareness, image & perception, brand loyalty, brand association and brand performance. Responses from over 6000 respondents across 9 cities were taken for the consideration and only then the final list of 100 brands was arrived at. Some of the brands that made it to the top were Maruti, ICICI Bank, Reliance Industries, Nokia, Intel, Hero Honda, HP, Kingfisher Airlines and Microsoft , among others. The most coveted award for India’s most valuable brand, went to telecom major Airtel, which in a relatively short span of time, has made itself virtually a household name.

The event was sponsored by All Cargo Global Logistics, Yamaha Motor India, Canon, Daikin, ICMR and energy drink ‘Power Horse’.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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16 going on Sex-teen

Sex Education

Exclusive Survey: Sex and the city

How about ‘playing it safe’ too?
If correlation between school holidays and the number of calls to hotlines to end pregnancies in China is any indication, awareness in sexual healthis perhaps the most talked about yet the least practised phenomenon in the world today.

In the above case the callers, mostly high-school girls were not only unaware of birth control, some – believe it or not – were even pregnant.

Research suggests that teens who watch sexual content are more likely to have intercourse. But astonishingly, the content (written or visual) where characters merely talk about sex affects them just as much.

A leaf out of the recent campaign held in Britain to encourage teens to practice safer sex, can be taken. The modus operandi of the campaign that targeted 18-25 year olds included placing of posters with short direct messages in washrooms of pubs and clubs popular with teens and five radio advertisements especially developed to be broadcast during the Valentine week.

With research suggesting that judgmental behaviour from people only discourages the acceptability among teens and that humour is a far effective way to draw the target group’s attention, the messages were driven with liberal helpings of humour. The divided opinion of different schools of thought endorsing varied approaches for sex and relationship education, however, makes it a moot point whether abstinence-focused approach is more effective than spreading the safe-practice-awareness. 4Ps

Edit Bureau: Srinivas Chetan


An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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New look for CNN-IBN

From August 8, CNN-IBN’s onscreen look will change with a new and improved design for its news tickers and Astons (the top-most section displaying information on the current story). The overall pace of the animation has been designed to keep the screen buzzing with information. While the previous lay-out has been drastically revamped, the new addition is a vertical navigator box on the right-hand side that will display the latest weather information, cricket scores, time and date, information on the current, upcoming shows and advertising messages. More importantly, the navigation box allows for display of video clips, such as sneak previews of upcoming programmes. States Sanjay Dua, National Sales Head, CNN-IBN & IBN 7, “The navigation box will provide excellent visibility for those choosing to advertise with us as well as weather, stock and programming information for the viewers with enhanced readability of the advertising messages.” Another feature of the new on-screen display is the use of different colours to denote the genre of the news story being aired. This will allow viewers to distinguish between the nature of the various news bulletins being shown all day long.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

It’s gonna be cash-and-carry for Wal-Mart in India

In one of the most eagerly awaited announcements in the industry circuit, Wal-Mart Stores Inc. & India’s Bharti Enterprises said, that the duo had signed on the dotted line for a 50:50 joint venture for cash-andcarry – or wholesale – operations, to be called Bharti Wal-Mart Pvt. Ltd.. Over the next seven years (it is being estimated that the venture will employ about 5,000 persons in these seven years), the JV will open anything between 10 to 15 cashand- carry outlets that will sell vegetables, groceries, fruits, staples, footwear, stationery, clothing, consumer durables etc. These will be spread over an area of 50,000- 100,000 square feet. The first of the cash-and-carry facilities is going to be opened by the end of 2008. India’s retail industry is valued at around $350 billion; according to experts, this figure is all set to almost double by 2015; significantly, organised retail accounts for only 3% of the sector, but come 2010, it will grabbed at least 10% of the retail pie. Wal-Mart Country President (India) Raj Jain, said, “If retailing (in multi-brands by foreign companies) is ever permitted in India (by the government), we would like to come to the front-end.” What he meant was that if ever the sector were to be opened up, Wal-Mart will obviously consider entering the front-end retailing segment in India. Currently, foreign multiple brand retailers are limited to cash-andcarry and franchise or licence operations. Wal-Mart has a cash-and -carry business in Brazil as well; India is the second country where the world’s biggest retailer will be following the model.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Getting high on fine wine

Saying cheers to the growing wine market in India, Chateau Indage plans to open more than 1,000 retail outlets that will specialise in selling and educating consumers about wines. For this expansion drive, the ‘company-owned outlets’ mode as well as the ‘franchise mode’ will be used, and the outlets will be called ‘IVY Wine Bars’. At these wine bars, there will be a wide spread of wines available: and other than Chateau Indage’s own brands, there will also be imported wine from Australia & South Africa. Recent reports p e g that Indian wine market stands at 4.6 million litres in volume terms and Rs.450 crores in value terms. By 2010, the wine market is expected to grow to 8.3 million litres. Cities like New Delhi, Mumbai, Chennai, Kolkata, Pune and Bengalooru consume about 80% of the wine sold in India. And more than 60% of the volume sales of wine happen in five-star hotels, pubs and bars.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

We continue to focus on enhancing our strong position in mobile devices and networks...

When IIPM comes to education, never compromise

NOKIA... If one were to consider innovation as a religion, then it would be difficult to find an ardent preacher like Nokia

Over the years, Nokia has been on an innovation spree, be it mobile games, digital music service, network performance or network security. The ease with which it has transformed the Bounce Boeing Voyage from 2D to 3D and the Snake subsonic mobile puzzle game, bear testimony to its innovative streak, wherein it has successfully combined accessible game play with stylized presentation. On the security front, it recently launched Nokia IP2450 (a shared innovation with Intel and Check Point), which has been specifically designed to meet the needs of large businesses and service providers with respect to business continuity, scalability and extensibility. Nokia Music Stores unquestionably heighten the rivalry between Apple and Nokia, yet Nokia Music store, on a differentiating note, will allow users to download songs from Internet to their computers or directly to their mobiles over wireless networks, which iPhone does not have. They are ready to tap opportunities brought forth by the convergence of mobile communications and internet industries. As Nokia spokesperson Arja Suominen puts it, “We continue to focus on enhancing our strong position in mobile devices and networks, and building the new business of consumer internet services and business solutions, where we see interesting possibilities.” While connecting people, the company continues to cement its connection with innovation.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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Let the carnival begin…

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...as marketers go gaga, selling Goa!

Be it advertising awards, talent hunts or film festivals, Goa almost certainly figures as the venue for most big-wig gala events that make it to the headlines. The partying never ends in this western coastal state which boasts of splendid beaches, beautiful churches & castle like houses. Reason enough that Goa has been crowned as one of the favourite destination for millions of tourists across the globe. But, the popularity of Goa’s sun-kissed beaches does not come easy, with marketers (both within the state government and outside), leaving no stone unturned. Armando Duarto, Manager – Travels, Goa told 4Ps B&M, “We’ve initiated festivals in Goa throughout the year. In October, we’ve Chocolate Carnival, which attracts a large number of children followed by the Football Fest in November, New Year & Christmas in December, the Wine Festival in January and then the Carnival Celebrations are lined up for February.”

Unlike any other travel destination, the Government of Goa has made special promotional efforts to position the state as a 365 day holiday destination. Armando further adds, “We’re branding Goa as a lifestyle and year long tourist destination because of the social climate of the state. Every year we witness a large growth in tourists from different cultures.” These efforts can be dated back to 2002 when a contest titled Dil Chahta Hai in association with Star Plus & Air Sahara was organized to give impetus to domestic tourism.

Last year too, Goa Tourism development Corporation Ltd. Tied up with Go Air to develop a common brand ‘Go Goa’ under which Go Air passengers were given special rates in Goa hotels & other free offers were included in the scheme. Further, a unique promotion was undertaken by Big FM recently to acknowledge the cultural heritage of the land of Goa or the ‘Big Wonders of Goa’ campaign wherein listeners vote for their favourite monuments. This hub for film festivals and award functions, Goa – Vasco DaGama’s destination has truly transformed itself into a dream destination.
Edit bureau: Aditi Soni

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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Sony is always known for the best in technology and PS3 is adding on to its legacy

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SONY CORPORATION... Triniton, walkman PlayStation... Sony continues to carry the baton of a creative spirit via its cutting edge products

The company that made Trinitron televisions part of drawing rooms & introduced what we know as the Walkman, continues to redefine innovation. The latest offering straight from their lab into India was the PlayStation 3 (PS3). Believe it or not, PS3, the third version of Sony’s PlayStations, dwarfs its predecessors in terms technology and puts Sony on a different level of innovation altogether in the segment.

Although it has been under the hammer for being over priced and competition and experiencing sleepless nights, yet one cannot ignore the fact that Sony was the pioneer in the gaming device business and is still far ahead of its competitors, when it comes to total sales. Vinnet Nagpal, President of ICRA, opines, “Sony is always known for the best in technology and high end products and its Bravia and PS3 are futher adding on to its legacy.” PS3 does not arouse the desires of the gamers the globe just for being powered by the fastest processor in the world but also because they have packed in numerous advance graphics tools in their PS3. Moreover, with Wi-Fi, Blu-ray drive, Bluetooth controller, HDMI port to boot, ‘cutting edge’ has just taken over the drawing rooms of PS3 zealots. Well, stay hooked... after all, It’s a Sony!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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The runner-ups...

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With the ad rankings behind us now, it is time to focus on those print and electronic ads and billboards, which could not make it to our coveted rankings, nevertheless, they’ve created quite a stir among the ad-frat and consumers alike. Most debated, most discussed, appreciated or blasted, whatever they may be , we bring them all to you. Check out the hottest spots for this fortnight and decide for yourself...

CATEGORY : Billboard
BRAND : Dove
BODYCOPY : Beautiful

4Ps TAKE : One look at this billboard ad and your eyes would remain glued to it for quite sometime. An array of pretty dames, with vast and varied hairstyles that catch the eye. The visual is not only a treat atop a sprawling billboard on busy city roads, but especially for women folks, the aspirational reward to the prospect could not get better. The enticement: the prospect of making their crowning glory as good as those depicted on the billboard. The aim is fulfilled – compelling the target audience to visit their nearest Dove Haircare zone. The communication is straight-forward, stressing on the word ‘beautiful.’ The USP – building trust by stating that every woman can have beautiful hair as long as it is damage free. Visually arresting, painstaking craftsmanship (at least with the varied hairstyles) & you have a clincher from Dove!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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BRAND : Asian Paints

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BRAND : Asian Paints
AGENCY : O&M
BASELINE : NA

DESCRIPTION: For two thieves, the blue coloured door of a fat woman’s house is their dream ‘steal’ project. They disguise as banana sellers and broom-sellers, but the fat lady doesn’t buy their line! Finally they succeed in stealing the door. The lady starts screaming when she finds her doors gone. VO says, “Asian Paints ka Utsav oil paints, darwaaze aur khidkiyaan salon saal chamke jamke.” While the thieves are rejoicing, a cop shows them handcuffs.

4Ps TAKE: After focusing on its range of wall colours, Asian Paints is now promoting its fresh range of oil paints for doors & windows. The single-minded focus is not only to create a market for it in urban Indian but also position it in a way that would grab the rural buyers’ attention too. The USP is the longevity of the paints. The storyboard is hilarious & hammers home the clinching benefit to the brand: the fact that even thieves don’t want to steal anything other than doors painted in Asian Paints! The reward to the prospect is the Asian Paints name. Not only the walls in your house, but even your doors and windows seem to be singing the Asian Paints anthem!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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True blue professionalism is about vision & values, and always emanates from the top!

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Ladies and gentleman you have just read a true-to-life incident gleaned from adland. The smart, young, ambitious and talented client servicing person lured away with big bucks and promises to introduce a new work ethic, was badly disillusioned. “Doesn’t professionalism count for anything?” he asked himself in frustration and despair…

Of course it does! Otherwise luminaries like Elsie Nanjee, Piyush Pandey, Prasoon Joshi, Santosh Desai, Arun Nanda, George John, Pralhad Kakkar, Alyque Padamse, Ram Ray and Mohammed Khan couldn’t be around with their outstanding contribution to the communication business in taking it to another level… We would only be lumped with “the Chawdi Bazar School of Advertising” – a genre in which any resemblance to the real thing is a startling coincidence! A group which is constantly exploring lower depths of the “Ji Huzzori” & sycophancy culture, trashing all norms of professional ethics, decorum & capabilities at the altar of bottom-line. Quality, integrity, relevance, impact – “Who kya hai? Oye, ‘phatphat’ release kar pappe, client ad ko pass kar diya!”

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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ONIDA

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The Devil’s back, a change in tagline and plans to move beyond just TV sets... and look who’s shining!

Here’s one brand that prays for the ‘Devil’ to work its magic! And after praying for long, mercies have started pouring-in... Known as ‘single product’ brand, Onida’s latest efforts and for the first time, has been to move ‘beyond TV sets’. Their communication now reads as “Nothing but the truth”. They also got the Devil back, which has worked wonders. Onida aims at constant innovation and invests a substantial 4-5%of annual revenues in R&D. At the same time, it spent a substantial Rs.8 crores on promotions during Soccer World Cup 2006. It also recently revealed plans of venturing into organised retail chain formats. However, what differentiates Onida from others is its emphasis on umbrella branding. According to Vivek Sharma, VP, Mirc Electronic (Marketing, Sales and Service), “We focus on master branding instead of sub branding. This is because consumers go for the brand of the company more than the sub-brands. Therefore, we have the Devil conveying a single message about the master brand Onida.” A new entrant in 4Ps B&M power brands list, at rank 64, you can actually see the Devil grinning slyly!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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VIDEOCON

Why Study Abroad When IIPM Gives You 3 global Advantages!

Everyone talks about its umpteen foreign acquisitions, but listen to its India strategy too – it’s incredible!

When you talk about a global brand, imagine ‘Videocon’ and that’d be enough! In consumer durables, Videocon has Akai, Sansui, Allwyn, Hyundai, Electrolux and Kelvinator – the very names that have earned some degree of respect for giving convenient technological solutions to their consumers. And besides the much-hyped Daewoo acquisition being the most heard-of event for 2006-07 when it comes to Videocon, about which Tushar Bhattacharya, Senior Economist, FICCI, feels, “This acquisition forms a major part of Videocon’s branding strategy. The brand is not only getting brand equity but also the entire Daewoo network”; its recent India- centric strategies cannot be overlooked. Videocon, last year banged on the market during the festive season with many an offers. For Onam, it had “Onamahotsavam hat-trick offer” in Kerala doling-out three gifts on every purchase. For Diwali, the brand offered “Har Din Diwali” offer. A clever move on Videocon’s behalf also was dropping cricketers as its brand ambassadors and roping-in Bollywood’s King Khan which indeed gave the brand that much needed push to rise 25 positions to occupy the 63rd rank for 2007. Surely, it’s been a terrific brand performance for Videocon – ‘The Indian multinational’ brand!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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FAIR & LOVELY

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None could’ve imagined that someday a company would cater to fairness desire of men... except HUL

When a brand, over a period of time, insuates convincingly into the lifestyles of its target folks, a silent and strong trust is generated, as the beautiful ‘Fair & Lovely’ brand has in India. With the ‘fairness cream’ segment accounting for 50% of domestic market in skin cream category, and with F&L accounting for 60-70% of the $200 million market, it’s not surprising that F&L remains the blue-eyed boy in HUL’s portfolio with its competitors good distance away. And to add to its stupendous performance over the past year, it also drew attention from the male counterparts by launching the F&L ‘Menz Active’ in 2006 as an answer to Emami’s launch of a men’s fairness cream. And it worked! For today, F&L has become a more ‘complete’ brand and during 2006, was the second-fasted growing in HUL’s portfolio of 63 brands. Its advertisements too have been appealing as K.V. Sridhar from Leo Burnett feels, “The brand is fantastic and its advertising has been consistently re-invented and is in-tune with today’s reality” – enough to justify its rise by 11 spots to No.62!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

For More IIPM Info, Visit below mentioned IIPM articles.
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DABUR

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With brands like Dabur Vatika, Hajmola & Real under its belt, this one has a lot to live up to...

Remember that non-glamorous face in the ‘Ghane mulayam kale baal... Dabur Amla Kesh Teil’ advertisement? Then how gradually, the ads gained greater charisma by roping in celebrities like Juhi Chawla and Karishma Kapoor, followed more recently with the likes of Rani Mukherjee. Similar is the story of Brand Dabur and its gradual revamp from a staid brand to a vibrant one today. The catalyst: Careful restructuring of the whole operational structure of the company and doing away with its umbrella brand strategy. During the second half of 2006, the brand judiciously turned its focus to individual product branding. Sunil Duggal, CEO, Dabur India explains: “We had realised that consumers found it difficult to distinguish Dabur as a corporate brand and as a master brand. So we decided to embark on a brand recast to identify brands based on their product properties.” The new Dabur identity retains the old Banyan tree logo, but through its form and colours, provides freshness and stability and portrays a brand that is positive, proactive & progressive. Dabur also roped in stars like Big B & Vivek Oberoi, who have increased the brand’s recall making it the 4th largest FMCG company of India with a turnover exceeding Rs.22 billion. The brand has also emerged as the world’s largest Ayurvedic and Natural Healthcare company, boasting huge bases in Europe, America and the Middle East. To keep the brand’s flag flying high, Dabur now has plans to foray into the retail space with a chain of Health & Beauty concept stores.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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