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.

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

Print ad a day: pizza hut

Agency: BBDO Guerrero Ortega, Manila, Philippines
via: Ads of the world

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

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

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

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

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

Print ad a day: The Axe effect

agency;??

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

Print ad a day: IWC

Agency:Jung von Matt/Alster

New launch: Amul “Stamina” candy

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.

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

Branding strategies: Cavin Kare

Cavin Kare was established in the year 1983, with an investment of Rs 15000. The company was started with a single product by an innovative entrepreneur C. K Ranganathan. In the initial period, the company was named as Chik India Ltd and it was renamed as CavinKare Pvt. Ltd (CKPL) in 1998. The reason behind the name is, Cavin means beauty in tamil and ‘care’ is spelt as Kare. The name is also a special one as it denotes the initials C and K of Mr. Ranganathan. The company offers quality Personal care (hair care, skin care, home care) and Food products. CavinKare has touched a turnover of over Rs 5000 million in 2006-2007. The Company has employee strength of 576 and has a network of 1300 Stockists catering to about 25 lakh outlets nationally.

Strategies used:
The main strategy of Cavin Kare is to strengthen the distribution and marketing. The company made its brand available to the customer through out the country. Continuous concentration upon Research and Development is an added advantage to the company which has dedicated staffs. Their main job is to understand the needs of the target audience and to bring more innovative products

Innovative marketing strategy used for Chik Shampoo:

“During 1999, the penetration level of Chik Shampoo was not aggressive. Hence the company went back to the consumer to understand their basic needs that would help Cvai Kare to drive the sales growth and gain good market share in the shampoo market. Cavin Kare also discovered that soap usage was the biggest barrier and people did not see the need for using Shampoo. As part of the consumer study, the company tried to convey the message to the consumer that soap usage was bad for the hair and when a product exists specifically for hair it should be used. The consumers responded by stating that their fathers and grandfathers have used only soap and their hair continued to maintain good health. So the argument that Soap was harmful did not bear merit to them. However they did agree that Shampoo usage gave soft and silky hair. However their perceived value on hair wash was very less and they did not want to spend more out of their pockets to buy Shampoo. The study also revealed that though the aspiration to use shampoo was there, the need to spend more did not appeal. To arrive at a solution for this situation, Cavin Kare introduced the 50 Paise shampoo sachet, which easily satisfied a single wash. It was a calculated risk took, since the existing volumes of 1 rupee shampoo sachets was also in the market but when sales started picking up for the 50 paise shampoo, the 1 Rupee Shampoo also picked up pace once the consumer started making a habit of using Chik shampoo and Cavin Kare gained a good margin.

Another situation where innovation was required was the economy value consumers saw between using shampoo sachets and shampoo bottles. 65-70% of the shampoo sold in India is through sachets and only 30% is through bottles. Sachet sells more due to the phenomenal value it offers to the consumer.
As explained by Mr. C.K Ranganathan…..
“Let us assume 7ml of Shampoo in a Sachet is sold at Rs.2 and a 100 ml bottle of the same brand of Shampoo is sold at Rs.55. When a consumer buys 14 Sachets and stores them in a bottle, it would make 98 ml. The consumer would invest about Rs.28, which is roughly half the price as that of the bottle. Sachet thus offers high level of economy and also every use is measured. So to offer the consumer value for money we came up with the concept that bottles will be cheaper than the sachets. We had to be innovative and economize on the cost of bottle, packaging and other things and came out with a 50 ml bottle of Chik for Rs.6 with 2ml more in the bottle when costs are compared. This move resulted in a huge volume of sales and helped the growth of Chik from 5% market share to the current value of 21%. So this exercise revealed to us that the consumer would buy a product if he sees enough value for money.”

Source: www.cavinkare.com , www.exchange4media.com

Print ad a day: Swatch

Agency: DDB, Lisboa,Portugal
Ads of the world

Print ad a day: Adidas

Agency: 180 Amsterdam, The Netherlands
Ads of the world

Branding strategies: Pothys

Pothys is one of the leading textile shops in Tamil Nadu, specialized in all types of cloths, having many showrooms across the state. Pothys” was established 90 years back by K.V.Pothy Moopanar under the name “ Pothy Moopanar” to sell Cotton Sarees, Dhoties and Towels woven in his own loom. In the year 1977, the showroom was rechristened as “Pothys”. Pothys has opened the largest showroom in Panagal Park, Chennai in the year 1999.This six storeyed showroom with its majestic ambiences and gleaming marble and imposing atrium is popularly known as an “Aalayam” for Silks(Temple of silks).

Branding strategy:

The strategy of Pothys is, its presence in all the categories and price ranges. It mainly focuses to give affordable price for its customers. Even though, high income and low income groups can find their requirements in the shop, middle income group people are their main target customers.

The show room offers quality at an affordable price for value conscious customers.

Marketing strategy:

Urban Palace: In order to provide better ambience and a different experience for the customers, Pothys in Chennai has been converted into a palace for its shoppers. The ground floor has the scene of a king's durbar, where ministers and courtiers discuss various issues. Here, children queue up to take photographs with the majestic king.

Next time when you are visiting Chennai, don’t miss the aalayam of silks. Indisputably you will get an exciting experience.

Print ad a day: The Axe effect

Spray more. Get more. The Axe effect.”
Agency: Uncle Grey, Copenhagen, Denmark








Ads of the World

Branding strategies: Rasna

The brand Rasna is owned by Pioma industries, that introduced the concept of soft drink concentrates (SDC), a segment that had been created and nurtured by the company in the Indian beverages market. During the introduction period the company launched it under the brans name, jaffe and it marketed with the help of voltas. Then it changed its name to Rasna in the year 1979. It was the first brand in the country that provided consumers real fruit-like flavor and taste

Strategies:

Rasna’s extremely popular advertisements with the tagline, ‘I love you Rasna,’ had become an integral part of the Indian advertising.
The company also had a efficient sales and distribution network across the country so that the product is available for the target audience. It also employed extra sales force during summer season to match the demand.
The company emphasizing to increase the number of segments to make Rasna products more affordable to larger various sections of society and extended its strategy of Rasna being a mass drink to its global markets.
The company focused on multi-media advertising and promotion, wherein an effective marketing strategy was adopted to communicate the brand message, using the different media such as TV, radio and print. Mudra Communications, a leading advertising agency, undertook the advertising and promotional activities.
Product lines were categorized into two brands Rasna Utsav, an improvement over Rasna SDC, targeted the lower income group in rural markets and Rozana, a mix and serve powdered drink (no need to add sugar) targeted the convenience seeking semi-urban and urban consumers.
A new ‘leaf’ symbol was added to the Rasna brand name, to get the new distinct identity and to increase brand awareness in the rural market.