Saturday 7 July, 2007
Thursday 5 July, 2007
New launch:Cadbury Bubbaloo
Brand name: Bubbaloo
Company: Cadburys
Price: Rs 1
Flavours: Strawberry and mixed fruit
Category: Bubble Gum market
Category Size: Rs 180 Crore
Category leaders: Boomer (Wrigley’s) and Big Babol (Perfetti)
Cadbury intends to differentiate the brand ‘Bubbaloo’ with a liquid centre and targeting wider audience with existing pre teenage segment. Cadbury is introducing ‘Bubbaloo’ a brand from Adam’s business worldwide, which Cadburys acquired it in 2004. The company plans to use its existing distribution network to launch ‘Bubbaloo’ across the country.
Strategy for Growth: Bubbaloo will involve in a multi-media marketing campaign to connect with the target consumers. The 360 degree marketing communication will be anchored by ‘Bubba the cat’ the worldwide mascot for Bubbaloo
Cadburys plans to acquire confectionary companies in India as a part of its strategic development.
source: financial express
Wednesday 4 July, 2007
Etymology of Company names:
Coca-Cola — derived from the coca leaves and kola nuts used as flavoring. Coca-Cola creator John S. Pemberton changed the 'K' of kola to 'C' to make the name look better.
Apple — For the favourite fruit of co-founder Steve Jobs and for the time he worked at an apple orchard
Pepsi — named from the digestive enzyme pepsin.
Nike — named for the Greek goddess of victory.
Nokia — started as a wood-pulp mill, the company expanded into producing rubber products in the Finnish city of Nokia. The company later adopted the city's name. Colgate-Palmolive — formed from a merger of soap manufacturers Colgate & Company and Palmolive-Peet. Peet was dropped in 1953. Colgate was named after William Colgate, an English immigrant, who set up a starch, soap and candle business in New York City in 1806. Palmolive was named for the two oils (Palm and Olive) used in its manufacture.
Starbucks — named after Starbuck, a character in Herman Melville's novel Moby-Dick
Sharp — Japanese consumer electronics company named from its first product, an ever-sharp pencil
LG — from the combination of two popular Korean brands, Lucky and Goldstar.
Google — a deliberate misspelling of the word googol, reflecting the company's mission to organize the immense amount of information available online.
Company names from the founders:
Adidas — from the name of the founder Adolf (Adi) Dassler.
Honda — from the name of its founder, Soichiro Honda
Nestlé — named after its founder, Henri Nestlé, who was born in Germany under the name "Nestle", which is German for "bird's nest". The company logo is a bird's nest with a mother bird and two chicks.
HP — Bill Hewlett and Dave Packard tossed a coin to decide whether the company they founded would be called Hewlett-Packard or Packard-Hewlett.
Toyota — from the name of the founder, Sakichi Toyoda.
Dell — named after its founder, Michael Dell. The company changed its name from Dell Computer in 2003.
Suzuki — from the name of its founder, Michio Suzuki.
Boeing — named after founder William E. Boeing. It was originally called Pacific Aero Products Co.
Ferrari — from the name of its founder, Enzo Ferrari.
McDonald's — from the name of the brothers Dick McDonald and Mac McDonald, who founded the first McDonald's restaurant in 1940.
Ford Motor Company — named after its founder, Henry Ford,
Porsche — car company named after Ferry Porsche, son of the founder Ferdinand Porsche, an Austrian automotive engineer.
Daewoo — company founder Kim Woo Chong called it Daewoo which means "Great House" or "Great Universe" in Korean.
DHL — named after its founders, Adrian Dalsey, Larry Hillblom, and Robert Lynn.
Wal-Mart — named after founder Sam Walton
Abbreviation:
3M — from the company's original name, Minnesota Mining and Manufacturing Company.
3Com — Network technology producer; the three coms are computer, communication, and compatibility.
BP — formerly British Petroleum, now BP
JVC — Japan Victor Company
AT&T — the American Telephone and Telegraph Corporation officially changed its name to AT&T in the 1990s.
KFC — short for Kentucky Fried Chicken. Recent commercials have tried to imply that the abbreviation stands for "Kitchen Fresh Chicken".
MRF — from Madras Rubber Factory, founded by K M Mammen Mappillai in 1946
HSBC — Hongkong and Shanghai Banking Corporation
BenQ — Bringing Enjoyment and Quality to life
BMW — Bayerische Motoren Werke (Bavarian Motor Factories).
ESPN — Entertainment and Sports Programmming Network
FCUK — French Connection United Kingdom.
Fiat — acronym of Fabbrica Italiana Automobili Torino
HMV Ltd — The company name stands for "His Masters Voice",
Vodafone — from Voice, Data, Telefone
Apple — For the favourite fruit of co-founder Steve Jobs and for the time he worked at an apple orchard
Pepsi — named from the digestive enzyme pepsin.
Nike — named for the Greek goddess of victory.
Nokia — started as a wood-pulp mill, the company expanded into producing rubber products in the Finnish city of Nokia. The company later adopted the city's name. Colgate-Palmolive — formed from a merger of soap manufacturers Colgate & Company and Palmolive-Peet. Peet was dropped in 1953. Colgate was named after William Colgate, an English immigrant, who set up a starch, soap and candle business in New York City in 1806. Palmolive was named for the two oils (Palm and Olive) used in its manufacture.
Starbucks — named after Starbuck, a character in Herman Melville's novel Moby-Dick
Sharp — Japanese consumer electronics company named from its first product, an ever-sharp pencil
LG — from the combination of two popular Korean brands, Lucky and Goldstar.
Google — a deliberate misspelling of the word googol, reflecting the company's mission to organize the immense amount of information available online.
Company names from the founders:
Adidas — from the name of the founder Adolf (Adi) Dassler.
Honda — from the name of its founder, Soichiro Honda
Nestlé — named after its founder, Henri Nestlé, who was born in Germany under the name "Nestle", which is German for "bird's nest". The company logo is a bird's nest with a mother bird and two chicks.
HP — Bill Hewlett and Dave Packard tossed a coin to decide whether the company they founded would be called Hewlett-Packard or Packard-Hewlett.
Toyota — from the name of the founder, Sakichi Toyoda.
Dell — named after its founder, Michael Dell. The company changed its name from Dell Computer in 2003.
Suzuki — from the name of its founder, Michio Suzuki.
Boeing — named after founder William E. Boeing. It was originally called Pacific Aero Products Co.
Ferrari — from the name of its founder, Enzo Ferrari.
McDonald's — from the name of the brothers Dick McDonald and Mac McDonald, who founded the first McDonald's restaurant in 1940.
Ford Motor Company — named after its founder, Henry Ford,
Porsche — car company named after Ferry Porsche, son of the founder Ferdinand Porsche, an Austrian automotive engineer.
Daewoo — company founder Kim Woo Chong called it Daewoo which means "Great House" or "Great Universe" in Korean.
DHL — named after its founders, Adrian Dalsey, Larry Hillblom, and Robert Lynn.
Wal-Mart — named after founder Sam Walton
Abbreviation:
3M — from the company's original name, Minnesota Mining and Manufacturing Company.
3Com — Network technology producer; the three coms are computer, communication, and compatibility.
BP — formerly British Petroleum, now BP
JVC — Japan Victor Company
AT&T — the American Telephone and Telegraph Corporation officially changed its name to AT&T in the 1990s.
KFC — short for Kentucky Fried Chicken. Recent commercials have tried to imply that the abbreviation stands for "Kitchen Fresh Chicken".
MRF — from Madras Rubber Factory, founded by K M Mammen Mappillai in 1946
HSBC — Hongkong and Shanghai Banking Corporation
BenQ — Bringing Enjoyment and Quality to life
BMW — Bayerische Motoren Werke (Bavarian Motor Factories).
ESPN — Entertainment and Sports Programmming Network
FCUK — French Connection United Kingdom.
Fiat — acronym of Fabbrica Italiana Automobili Torino
HMV Ltd — The company name stands for "His Masters Voice",
Vodafone — from Voice, Data, Telefone
Tuesday 3 July, 2007
Business strategy: Disruptive Innovation
Strategy: Disruptive innovation
Key person: Clayton Christensen
This business strategy mainly focuses upon describing the impact of new technologies on a firm's existence. Clayton Christensen first coined the phrase "disruptive technologies" in 1997, in his book "The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail". A disruptive innovation is a successfully exploited product, service, or business model that significantly transforms the demands and needs of a mainstream market and disrupts its former key players,' says an article in Malaysia's Business Times (April 10). Digital and photocopying technologies are examples of disruptive innovations.
There are two types of Disruptive Innovations.
1. Creates a new market by targeting non-consumers.
2. Competing in the low end of an established market.
Even though Technology is still a key source of disruptive innovation, other important elements are concept of consumer value and business models which includes vertical integration, business processes
An example for the technology driven disruption is GM’s OnStar vehicle sensing and tracking system that uses a combined GPS / GSM technology bundle to pin-point vehicle location for roadside assistance. Aravind Eye Hospitals which pioneered the low cost cataract operations is a good business model disruption.
Some disadvantages of the disruptive innovations are, since the market is new and the company is addressing to the low end customers, achieving big profits may take long time. Understanding the needs of the customers, designing the innovative products and informing them about the brand may not be an easier task and it will also take huge investments.
Source: 12 manage
Key person: Clayton Christensen
This business strategy mainly focuses upon describing the impact of new technologies on a firm's existence. Clayton Christensen first coined the phrase "disruptive technologies" in 1997, in his book "The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail". A disruptive innovation is a successfully exploited product, service, or business model that significantly transforms the demands and needs of a mainstream market and disrupts its former key players,' says an article in Malaysia's Business Times (April 10). Digital and photocopying technologies are examples of disruptive innovations.
There are two types of Disruptive Innovations.
1. Creates a new market by targeting non-consumers.
2. Competing in the low end of an established market.
Even though Technology is still a key source of disruptive innovation, other important elements are concept of consumer value and business models which includes vertical integration, business processes
An example for the technology driven disruption is GM’s OnStar vehicle sensing and tracking system that uses a combined GPS / GSM technology bundle to pin-point vehicle location for roadside assistance. Aravind Eye Hospitals which pioneered the low cost cataract operations is a good business model disruption.
Some disadvantages of the disruptive innovations are, since the market is new and the company is addressing to the low end customers, achieving big profits may take long time. Understanding the needs of the customers, designing the innovative products and informing them about the brand may not be an easier task and it will also take huge investments.
Source: 12 manage
Print ad a day: Parachute Therapie
Brand: Parachute Therapie
Company: Marico
Agency: Ambience Publicis
Baseline: 45 Day hair fall solution
Marico had test-marketed Parachute Therapie 45-Day Hair Fall Solution on radio, which was reportedly a big hit. Radio City partnered the effort and helped Marico to build brand credibility through word-of-mouth advertising
Company: Marico
Agency: Ambience Publicis
Baseline: 45 Day hair fall solution
Marico had test-marketed Parachute Therapie 45-Day Hair Fall Solution on radio, which was reportedly a big hit. Radio City partnered the effort and helped Marico to build brand credibility through word-of-mouth advertising
Monday 2 July, 2007
Print ad a day: BMW 5 series Wheel
The Beginning – The End
New BMW530i. The ultimate driving machine
Agency: XPO, Bogotá, Colombia
source: Ads of the world
Blue ocean strategy
Blue Ocean Strategy is a way to make the competition irrelevant by creating a leap in value for both the company and its customers. Blue Ocean denotes all the industries that is not in existence today—the unknown market space, untainted by competition. Blue Ocean Strategy,
• Creates uncontested market space
• Make the competition irrelevant
• Focus on non-customers
• Create and capture new demand
• Break the value-cost tradeoff (Seek greater value to customers and low cost simultaneously)
• Align the whole system of a firm’s activities in pursuit of differentiation and low cost
• Ample opportunity for rapid growth in terms of profitability.
Blue ocean strategy applies across all types of industries from Consumer Product Goods to B2B, financial services, entertainment, IT, and even defense. New wealth is created by expanding the demand of the economy. The focus is making the right strategic moves and large R&D budgets are not the key to creating new market space. “Strategic move” is the set of managerial actions and decisions involved in making a major market-creating business offering and that have delivered products and services that opened and captured new market space, with a significant profitable growth. A good example in the auto industry is , GM created the blue ocean of emotional, stylized cars in 1920s, the Japanese created the blue ocean of small, gas efficient autos in the 1970s and the Chrysler created the blue ocean of minivans in the 1980s.
Among Indian brands, Tata motors is a notable brand in creating blue ocean strategy. Their plan to offer the Rs 1 lakh car is creating a new demand. To attract the Indian customers who are price, value conscious and those who intend to buy two wheelers. They are extending this strategy by recent new launches, Magic and winger. The main idea is create new segments in commercial passenger vehicles and extend its coverage of the entire spectrum of customer needs in mass transportation from the rural interiors to cities as well as the top-end luxury mass transportation segment.
Source: Chan Kim and Renee Mauborgne
• Creates uncontested market space
• Make the competition irrelevant
• Focus on non-customers
• Create and capture new demand
• Break the value-cost tradeoff (Seek greater value to customers and low cost simultaneously)
• Align the whole system of a firm’s activities in pursuit of differentiation and low cost
• Ample opportunity for rapid growth in terms of profitability.
Blue ocean strategy applies across all types of industries from Consumer Product Goods to B2B, financial services, entertainment, IT, and even defense. New wealth is created by expanding the demand of the economy. The focus is making the right strategic moves and large R&D budgets are not the key to creating new market space. “Strategic move” is the set of managerial actions and decisions involved in making a major market-creating business offering and that have delivered products and services that opened and captured new market space, with a significant profitable growth. A good example in the auto industry is , GM created the blue ocean of emotional, stylized cars in 1920s, the Japanese created the blue ocean of small, gas efficient autos in the 1970s and the Chrysler created the blue ocean of minivans in the 1980s.
Among Indian brands, Tata motors is a notable brand in creating blue ocean strategy. Their plan to offer the Rs 1 lakh car is creating a new demand. To attract the Indian customers who are price, value conscious and those who intend to buy two wheelers. They are extending this strategy by recent new launches, Magic and winger. The main idea is create new segments in commercial passenger vehicles and extend its coverage of the entire spectrum of customer needs in mass transportation from the rural interiors to cities as well as the top-end luxury mass transportation segment.
Source: Chan Kim and Renee Mauborgne
Thursday 28 June, 2007
Parachute oil
Marico industries in one of the largest FMCG company in India, offering a customized brands, catering to the needs of the target audience. Marico also has a very strong nation wide network, which makes the brands available for the customers. Ultimately, for a FMCG company ‘distribution’ is the core focus area. Marico is well known for its brand, Parachute coconut oil. Parachute is one among India 's Top 100 Most Trusted Brands and is the world's largest packaged Coconut Oil Brand.
Brand name: Parachute
Positioning: As a purity brand.
Target Audience: The primary target audience of ‘Parachute’ is women of all ages in both urban and rural population of India.
Pioneering idea: Parachute pioneered the idea of selling the coconut oil in plastic.
Communication: Mass communication on the platform of ‘caring’ with mother daughter theme.
Innovation strategy:
Marico followed innovation as a major strategy in building Parachute brand. The following are some example.
20 ml Parachute - a Rs 5 SKU that enables loose oil users to upgrade to Parachute.
Flip Top Cap for Parachute bottles to enhance the safety and protect the purity of Parachute
Parachute Mini - a bottle shaped small pack being sold at an MRP of Re. 1
Easy Jar of Parachute to facilitate usage especially during winters
The strategy followed by the company and the quality of the product offers a customized product in all seasons, to grab the price conscious customers and to provide value for money.
Other extensions are:
Brand name: Parachute Advanced refined hair oil and Parachute Jasmine
Target audience: Young and appearance conscious consumer.
Positioning: Focuses upon the fragrance aspect of the oil.
Brand name: Parachute After shower Hair Cream
Target audience: Young men (SEC A, B)
Positioning: Focuses upon stylish look, non sticky and nourishing aspect.
Brand name: Parachute Sampoorna
Target audience: Women customers
Positioning: Focus on providing strong hair.
Brand name: Parachute Natural shampoo
Positioning: On the platform of ‘Naturals’ which makes hair healthier.
Brand name: Parachute
Positioning: As a purity brand.
Target Audience: The primary target audience of ‘Parachute’ is women of all ages in both urban and rural population of India.
Pioneering idea: Parachute pioneered the idea of selling the coconut oil in plastic.
Communication: Mass communication on the platform of ‘caring’ with mother daughter theme.
Innovation strategy:
Marico followed innovation as a major strategy in building Parachute brand. The following are some example.
20 ml Parachute - a Rs 5 SKU that enables loose oil users to upgrade to Parachute.
Flip Top Cap for Parachute bottles to enhance the safety and protect the purity of Parachute
Parachute Mini - a bottle shaped small pack being sold at an MRP of Re. 1
Easy Jar of Parachute to facilitate usage especially during winters
The strategy followed by the company and the quality of the product offers a customized product in all seasons, to grab the price conscious customers and to provide value for money.
Other extensions are:
Brand name: Parachute Advanced refined hair oil and Parachute Jasmine
Target audience: Young and appearance conscious consumer.
Positioning: Focuses upon the fragrance aspect of the oil.
Brand name: Parachute After shower Hair Cream
Target audience: Young men (SEC A, B)
Positioning: Focuses upon stylish look, non sticky and nourishing aspect.
Brand name: Parachute Sampoorna
Target audience: Women customers
Positioning: Focus on providing strong hair.
Brand name: Parachute Natural shampoo
Positioning: On the platform of ‘Naturals’ which makes hair healthier.
Print ad a day: DNA
This is an interesting and hilarious print advertisement campaign launched by DNA, mobile operating company of Finland. The campaign seems to be emphasizing the fact that DNA is the third mobile operator and operating in circumstances when two other mobile operators have already playing dominant position in the market yet the third mobile operator making its way into the market. The advertisements are showing the third mobile operator fighting and nailing two existing mobile operators in order to depict its ability and efficiency to fight against them.
The DNA has been projected as a, usually helpless, brave lamb; knight and a tiny person from Gulliver’s Travels fictional story, while the two operators have been depicted as dragons, wolf and the giant person of Jonathan swift’s famous work. However, the advertisement showing a lamb with a gun and looking at his two predators seems to be the most effective and impressive.
The presentation of the campaign and the treatment of the basic idea is quite fascinating and amusing that helps delivering the message effortlessly. The punch line of the advertisement campaign is, ‘Third mobile operator: DNA’. The campaign was created by TBWA/PHS, Helsinki, Finland.
source: Adpunch
Wednesday 27 June, 2007
Brands of Pantaloon Retail India
The complete list of retail brands created and promoted by Pantaloon Retail India Ltd across various retail segments.
FASHION: Pantaloons, Central Big Bazaar and Fashion Station
FOOD: Food Bazaar
GENERAL MERCHANDISE: Central Malls and Big Bazaar
SPECIALITY RETAILING: All , Blue Sky
HOME: Home Town, E-Zone, Furniture Bazaar, Electronics Bazaar, Collection I and Mela
BOOKS AND STORES: Depot
COMMUNICATIONS: M- Zone and Converge M
WELLESS: Star and Sitara
E-TAILING: Futurebazaar.Com
FOOTWEAR: Show Factory
LEISURE AND ENTERTAINMENT: Bowling Co, Rain, Bollywood Café, Chamosa, Fuel, Sports Bar, Food Stop and Your Kitchen.
source: Reliance Retail
Tuesday 26 June, 2007
New launch: Bajaj Pulsar 220 DTS – Fi (with fabulous photos)
Brand name: Pulsar 220 DTS- Fi
Company: Bajaj
Baseline: Distinctly ahead
Price: Rs 81,280
Weight: 150 kgs
Plant: Aurangabad
Capacity: 50000 units a year
Strategy: The newly-launched Bajaj probiking showroom is the seventh one in the country and is an exclusive dealer shop to provide complete biking experience to the customers.
Note: The Pulsar DTS Fi is the first bike in the Indian market to have both front and rear disc brakes. The Bajaj Pulsar DTS-Fi is the first Indian motorcycle with an oil cooled engine. The tyres of the new DTS-Fi are tubeless and hence offers an exciting riding experience
Future plans: Bajaj has plans to develop a small four-wheel commercial vehicle and a small car that will be a high-tech 'experimental car'. The company described it as a Bajaj Pulsar on four wheels. A motorcycle on four wheels is usually called an ATV or Quad. Bajaj may not plan to produce an ATV for India because of the legal problems involved in getting an ATV certified for on-road use
Is this the future vision of the company, to enter into the new segment, further intensifying the competition or Bajaj just want to mislead others, so that it will not get the risk of first mover in the new segment? Whether Bajaj not willing to pioneer and not want to take first mover advantage?
May be it depends upon the Indian road condition and the attitude of the customers towards the vehicle.
For more technical information visit rearset.blogspot.com
Source: fastcursor.com, www.purionline.com
Company: Bajaj
Baseline: Distinctly ahead
Price: Rs 81,280
Weight: 150 kgs
Plant: Aurangabad
Capacity: 50000 units a year
Strategy: The newly-launched Bajaj probiking showroom is the seventh one in the country and is an exclusive dealer shop to provide complete biking experience to the customers.
Note: The Pulsar DTS Fi is the first bike in the Indian market to have both front and rear disc brakes. The Bajaj Pulsar DTS-Fi is the first Indian motorcycle with an oil cooled engine. The tyres of the new DTS-Fi are tubeless and hence offers an exciting riding experience
Future plans: Bajaj has plans to develop a small four-wheel commercial vehicle and a small car that will be a high-tech 'experimental car'. The company described it as a Bajaj Pulsar on four wheels. A motorcycle on four wheels is usually called an ATV or Quad. Bajaj may not plan to produce an ATV for India because of the legal problems involved in getting an ATV certified for on-road use
Is this the future vision of the company, to enter into the new segment, further intensifying the competition or Bajaj just want to mislead others, so that it will not get the risk of first mover in the new segment? Whether Bajaj not willing to pioneer and not want to take first mover advantage?
May be it depends upon the Indian road condition and the attitude of the customers towards the vehicle.
For more technical information visit rearset.blogspot.com
Source: fastcursor.com, www.purionline.com
Print ad a day: BUND
This guerilla campaign is from BUND, the German Friends of the Earth. They want consistent ecological politics. At this campaign members of the BUND put globe-ballons on exhaust-pipes of cars in Berlin. The emissions inflate the ballons. And after the message (The world can't take anymore CO2.) is readable, there is a big bang. Of course the text is not always readable anymore after the big bang but the campaign gives a lot of rumour and media attention.
Agency: Butter Berlin, Germany.
source: directdaily
Monday 25 June, 2007
Print ad a day: Kiss cigarette
This controversial print advertisement was launched by Kiss cigarette in Israel as it brand promotional campaign. The Health Ministry of Israel had filed a formal complaint against this series of advertisements. The complaint alleged that the cigarette-packet figures bear a resemblance to human beings and consequently the images violated the law against the use of human figures in tobacco advertising. It also alleged that that the essential health warnings, which must take up one third of the surface area of cigarette packets, were absent. The campaign had also attracted complaints on the ground that the advertisements were obscene.
On the other hand, the agency responsible for the advertisements contended in its defense that the advertisements were ‘works of art’ and insisted that the figures appeared in advertisements were not actual and hence it cannot be treated as illicit. The agency maintained that those in the intended audience for the adverts would not be offended by the images. However, after the Health Ministry’s complaint, the agency was held guilty of using human figures to advertise tobacco and it was fined.
Also view the top ten controversial ads of 2006 here
Source: www.adpunch.org
New launch: Clinic all Clear Men
Brand name: Clinic all Clear Men
Company: Hindustan Unilever Limited
Concept: First ever anti-dandruff shampoo range formulated exclusively for men.
Variants: Clinic All Clear ACTIVSPORT and Clinic All Clear HAIRFALL DECREASE.
Quantity and Price: 200 ml - Rs.135, 100 ml - Rs.72 and 7.5 ml - Rs.3
Note: This idea was developed because man’s scalp is differed and 33% more dandruff than that of woman
Sunday 24 June, 2007
New launch: Tata Magic and Tata Winger
Brand name: Tata Magic
Company: Tata motors
Price: Rs 2.60 lakh
Seating Capacity: 4 to 7
Target: Rural market of India.
Version: Diesel ( CNG later)
Note: Magic is the passenger version of the Tata Ace
Brand name: Tata Winger
Company: Tata motors
Price: Rs.4.70 lakh to Rs 6.55 lakh
Seating Capacity: 9 to 13
Target: Urban passenger transport segment (budget, luxury, comfort). Mainly used for intra-city travel and rural travel for staff vehicles, hotel and airport transfers, tourist usage, ambulance, and school vans.
Version: Diesel (CNG later)
Note: Winger is a maxi-van, a version of the Renault panel van Traffic
Magic and the Winger are being positioned as new category creators. The main idea is create new segments in commercial passenger vehicles and extend its coverage of the entire spectrum of customer needs in mass transportation from the rural interiors to cities as well as the top-end luxury mass transportation segment. Tata Motors is expected to launch more bus products, such as the Globus and Starbus, later this year. The company's market share in commercial vehicles went up to 63.9 per cent in 2006-07 from 61.2 per cent in 2005-06.
source: domain-b, businessline
Print ad a day: Brian trust
will it work in india?
Agency: DDB canada
Tag line: Wear helmet
source: adpunch
Branding strategies: Chik shampoo
When Cavin Kare launched Chik shampoo in the market, there was a severe competition in the market. For a company, the so called “retailer” is the primary customer and obviously the problem of margin arises. A study revealed that customers are purchasing velvette shampoo repeatedly, since they are the pioneers in introducing shampoo in sachets and the customers are not brand conscious. Hence Cavin Kare decided to enter into the competition to give quality products and create an awareness about the brand “chik” among the target audience. In 2003, Chik Shampoo was declared the winner of the best performing brand in 2003 by AAAI, amongst the top ten brands in household availability.
Target Audience: Girls and women of rural and semi urban population of India
Flavours: Chik Black, Chik Jasmine, Chik Egg, Chik cool, Chik anti dandruff
Branding strategies:
Cavin Kare decided to give away one sachet of Chik Shampoo free for 5 empty sachets of any shampoo brand and further extending this strategy in the next stage it restricted the free shampoo exchange only for empty sachets of Chik.
Retailers too got benefited from the idea. Apart from the service charges Cavin kare also gave retailers a Chik Sachet free for every 15 empty sachets they get from the consumer.
Cavin Kare also kept the prices of the brand higher than the rest of the shampoos in the market, to maintain profits.
They advertised more often and hired well qualified professionals to compete with the MNCs.
The iconic Chik Girl in every Chik Shampoo commercial showcased the possibility of soft and manageable hair for the customers.
Source: www.cavinkare.com
related post cavin kare
Wednesday 20 June, 2007
New launch: Amul “Stamina” candy
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Brand name: Stamina
Baseline: India’s first fitness candy
Company: Amul(The Taste of India)
Target audience: Kids, health conscious young people and adults.
Content: Calcium, Minerals, Proteins, Vitamins
Price: Rs 8
Quantity: 60 ml
Flavours: Orange, lime n lemon
This brand is an extension of “Stamina”, a health beverage and instant energy drink based on milk nutrients pioneered by Amul to tap the opportunities in sports and fitness drink market in India.
Tuesday 19 June, 2007
Print ad a day: world's smallest ad
Traffic hits to Olympus’s microscope website increased by 24%.
Reason?
Olympus was losing market share in high end microscopes orders to cheaper equivalents. They wanted a cost effective piece of communication to reconnect with the high end buyers of microscopes and ask them for their opinions and thoughts on what they wanted, so they could create a stronger relationship with their market. They created the world’s smallest questionnaire and sent it to Olympus’s database of most valued microscope buyers on a slide. The direct mail piece could only be viewed under a microscope and drove the clientele back to Olympus’s website to check out products and services as well as gathering information from the client. Everything in the pack that was sent is what scientists actually receive when getting a specimen slide through the mail. This direct mail piece is currently under a review process to be accepted into the Guinness Book of World Records as the world’s smallest questionnaire.The direct mail packs were sent out and sales people were phoned up and personally thanked by many of the customers that had received the pack.
Agency: Hoopernagel, Australia.
Direct daily
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