Brand Update : Rin Vs Tide

Rin Strikes Again. But for the better or worse ?

Last day, I saw the latest ad for Rin , a comparative ad directly against the competitor Tide. It was a shocker.

Watch the ad here : Rin Vs Tide

This is the first time that HUL has directly compared Tide with Rin. The ad even have the tagline " Rin offers better whiteness than Tide".

According to ET, P&G has took HUL to court over this ad. The ad was timed to coincide with the long weekend so that HUL could play the ad before the Court hearing.

HUL is currently under severe pressure from its aggressive competitors. The market share of most of HUL brands has come down drastically over the last few years. The brands are facing pressure at all price points. Along with the domestic pressure, HUL is facing the heat from the parent Unilever. The Indian operations is under direct scrutiny by the Unilever CEO Paul Polman.

Last year, HUL tried to restructure its brand portfolio and increased the adspend on most of the core brands. But it could not arrest the decline of the shares of some key brands to the competitors like P&G , Godrej and ITC.

This desperation has clearly manifested in the latest ad for Rin. What on earth do a brand like Rin get into a direct comparative spat with its competitor. The ET report mentions that the ad was created because HUL executives feel that Tide is slowly neutralizing the whiteness (point of difference) USP of Rin. Hence Rin is trying to tell the consumers that it has more whitening property than Tide using a direct comparison.

In my personal opinion, Rin chose a wrong way of telling its superiority to the consumer . Last time I saw a direct comparative ad war was between Horlicks and Complan. Horlicks started the direct comparative ad and got a very very aggressive reply from Complan. The current status is that Horlicks stopped the comparative ad and Complan is continuing its aggression against Horlicks. It was an unnecessary move from Horlicks which woke up a laid-back competitor like Complan. I think that in that ad war, Complan won over Horlicks ( not in sales terms but in share of noise ).

The same thing is going to happen with Rin. It is going to lose this war primarily because there was no need for a direct comparison with Tide atleast in the ads. . If you observe the ad, 22 seconds of the 30 second ad is dedicated to Tide alone. That means in around 75% of the time, the ad talks about Tide. Interestingly the ad even mentions the USP of Tide as " It has fragrance and has whitening property". Then the rest of the 8 seconds talks about Rin. So if HUL has blasted some 30 lakh in the current promo, 22.5 lakh of it was spent on promoting Tide. Why should you ever mention your competitor in your ads ???

Watching the ad, one homemaker commented " I never knew Tide and Rin was from the same company, otherwise how can they show these two brands together in the same ad ? " .

The current campaign lacks any long term objectives. The brand is chosing a short-term path when the issue was a long-term competitive threat.Instead of spending such money on this crap ad, HUL could have run some serious sales promotional campaigns which could have prompted consumers to opt for Rin . It could have filled the retail outlets with Rin POPs. It could have run retailer campaigns to fill the shelves with Rin rather than Tide. HUL still has a huge distribution reach and strength compared to P&G, it could have won the war hands down had it capitalized on the retailer support alone. If Rin was too worried, it could have bought back Big B as the brand ambassador which could have added punch to the tagline " Chamakte Rahna".

Now the outcome of the ad war will be that HUL will be retrained by ASCII or the Court from further playing the ad . It means that Rin had adapted an unethical means against the competitor which will cause an unwarranted blemish on the brand reputation. Second outcome is that it will encourage Tide to be more aggressive in the market. Tide now has been officially and publically acknowledged as the competitor for Rin. Third outcome is that an ad war will start which will benefit the respective advertising agencies and the media.

Related Brands

Rin

Tide

Beyond Bizarre Light Bulb Commercial

Brand Update : Maggi

I recently saw an ad featuring Maggi Sauce. The ad was commemorating the 25 year celebration of the Maggi sauce brand. The ad was a collage of all the ads of Maggi Sauces that features Javed Jaffery and Pankaj Kapoor. The duo was instrumental in making the Maggi sauces famous through the intriguing tagline " Its Different".

But the new ad also had a shocker. Maggi Sauces has decided to change the tagline ' Its Different ' to " Make A Difference ". Regular readers of this blog will be knowing that I despise when brands changes their famous tagline. This time also, its true. Maggi over this 25 years has built consistently the tagline " Its different " and the tagline has been very famous. Now how in the world should the brand change its famous tagline ?? Who was bored with the tagline- is it the customers or the ad agency or the brand manager ??

There is a lot of positioning difference between " Its Different " and " Make a difference ". "Its different" is a tagline that directs towards the product characteristics. The brand had earlier changed the tagline " Its different " to " Enjoy the difference " but later reverted back to the classic tagline. The tagline was able to act as a differentiator for the brand without clearly mentioning the difference. But " Make a Difference" is something that is directed away from the brand. I am not sure how the brand is going to communicate the new idea . What I have seen is only a teaser announcing the change of tagline.

What ever said and done, changing a tagline which has become an integral part of the brand and which has become a powerful brand element is not at all a good idea.

Bath Sizzlers, Moisturizing Bar and Soap Pictures

The form is unique with a charming color makes this soap looks different. Of course the kids loved it. Because the children are always identical with all that is beautiful. Beauty products created specifically for the needs of children. Figure bears a feature or a code from the factory made it.

Bath and body works hand soap

To obtain not only the true beauty of the face looks beautiful, white skin and a charming smile. But it must be supported by the beauty of the delicate skin of the hands, smooth, not dull much less full of wrinkles. You can use it for cleaning materials to hand over daily activities.
hand soap is one of the corpulent beauty products produced by cosmetic companies. Soft hand is one of skin beauty tips.

CSI Investigates Killer Whale Murder

Via

Jawbone #265: RIP ELR

A short show paying tribute to one of my favorite podcasts, gone forever, ExtraLife Radio.

Music:
Greg Benson | Welcome To The Jungle 2005

Leave us a voicemail message: 216.236.GEEK!

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Download now.

Man Builds Noah's Ark to Exact Scale

Working Replica of Noah's Ark Opened In SCHAGEN, Netherlands . The massive central door in the side of Noah's Ark was opened the first crowd of curious townsfolk to behold the wonder. Of course, it's only a replica of the biblical Ark , built by Dutch Creationist Johan Huibers as a testament to his faith in the literal truth of the Bible. The ark is 150 cubits long, 30 cubits high and 20 cubits

The Bacon Tree

Two guys are lost in the desert. They are about to just lie down and wait for death, when all of a sudden one of them (Mark) says, "Hey Dave, do you smell what I smell. It's bacon, I think." "Yeah Mark, it sure smells like bacon." With renewed hope they struggle up the next sand dune, and there, in the distance, is a tree loaded with bacon. There is fried bacon, double smoked bacon, Canadian

Marketing Strategy : For God's Sake, Sell Ethically

Business to consumer selling in India is at cross roads. If the sales professionals and leaders ,who engage in the business to consumer sales, does not change their approach to selling they would be killing one of the most powerful promotional tool.

Last week, my colleague went to take a fixed deposit from India's second largest private sector bank. He talked with the customer service personnel about the deposit, gave the cheque and signed the forms that the personnel asked him to sign. After one week, he received the premium receipt of an Insurance Policy ( from the Bank's Insurance Arm) instead of the FD receipt. Enraged, my friend went to the bank manager and complained about this mis-selling.The event had a happy ending with the bank apologizing for the "error" and assuring that the money will be recovered and put in the FD.

Caveat Emptor or Buyer Beware .

But this is 21st century... it should be Sellers Beware.

It is true that my colleague should have filled up the form himself, made proper checks and ensured that he is sold the right product. But he trusted his bank of 10 years. He trusted that the bankers would do what he had instructed them to do. Every one of us do that.

This scenario is repeated again and again in many banks these days. This over zeal on selling to everyone without understanding customer needs is going to have a very negative effect on the sales profession as such.

10 years back, there was a similar wave of high pressure selling which ranged from vacuum cleaners to books. These poor sales guys roamed around cold calling on customers which prompted very defensive reaction from the customers. Many housing colonies, flats and townships began to impose restrictions on these visiting salesmen and customers began treating these sales guys rudely. The day of foot- in- the- door approach is over.

The same wave is now seen driven by the financial institutions trying to sell anything from mutual funds to insurance products. There is no doubt that these products demand a direct selling approach. But not in the way sales is being done now.

Why direct selling ?

The major purpose of direct selling is that the company is able to convince the customers directly through identification of needs and matching the right kind of products to the identified needs. During the interaction, the sales person needs to identify the needs of the customer, present his product, handle the customer queries and close the sale. How many sales guys we meet ever ask any relevant questions ?

The brunt of the lack of professionalism and empathy displayed by some sections of sales force is faced by the entire sales community. Getting customer appointments has become difficult than ever before. Consumers' trust on sales persons has come down drastically. Objections and rude behavior has increased considerably.

Another trend is to take students as project trainees to sell insurance. These students are absorbed as summer project trainees for three or four months and given the target of selling insurance policies. Neither these poor lads are given product training nor any sales training. These lads end up selling insurance policies to their uncles and aunts and ultimately hating a sales career.

Take the case of banks selling financial products other than banking products. The purpose is to gain the commission from the sales and taking advantage of the captive prospective clients. But the main objective of the bank is to provide banking solutions . Now most private banks has become selling shops. Targets are given to every staff for both insurance and banking products. These staffs are neither trained in those products nor in selling techniques. Recently I had an argument with a banker who proclaimed that ULIPs are always better than Mutual Funds and FDs and called me a fool for choosing a FD ( I answered back with a four letter expletive). If banks try to convert FD to ULIP, it is actually harming the bank rather than helping it.

It is time that these B2C businesses restructure their selling strategies. This may require a culture change also. Focus on high speed growth and short term results will not aid in quality selling. Firms should focus more on quality of sales rather than quantity of sales . The trend to maximize sales numbers rather than on the quality or customer satisfaction should stop. Sales Professionals should focus on long-term customer relationship or atleast match the products with the customer needs.

Selling is a specialized function. It is an important moment of truth for customers. The way a sales person behaves have a great impact on the company image. Not every one in the organization should do sales. These people has to be trained in selling skills and given adequate product knowledge before asking to meet the prospect. But what is happening right now ? In pursuit of blind growth, targets are given to every employee. Then there is this sales jamboree. Running after prospects and suspects, madly trying to force down products .

The outcome is that consumers will become more defensive to sales people. Calls will not be entertained and appointments will not be given to sales force. Sales Professionals may have to work harder even to get an entry. Why mess up a good profession for myopic growth ????

I may sound utopian, but I think it is time that Sales leaders should think hard about their current sales practices. Targets have to be there, pressure needs to be there but selling right product to the right customer should be the priority.

Sell but please sell ethically..

from

an Ex-Sales Guy.

Roping a Deer

I had this idea that I could rope a deer, put it in a stall, feed it up on corn for a couple of weeks, then kill it and eat it. The first step in this adventure was getting a deer. I figured that, since they congregate at my cattle feeder and do not seem to have much fear of me when we arethere (a bold one will sometimes come right up and sniff at the bags of feed while I am in the back of the

Flying a Plane Without Arms

This woman can fly a plane, even though she doesn't have arms. Yep, she steers with her feet.

16 Beautiful Bridges

The Vltava River is the location of this beautiful destination—the oldest bridge in Prague. With 16 pillars, 30 statues and numerous lamps bordering the bridge, each side ends with an enormous and breathtaking Gothic tower. Many of the historical statues are now on display in museums around the area. Photo by Paolo Negri/Getty Images. See the rest of the famous bridges at Woman's Day.

10 Sensational Skydiving Feats

In 2005, on November 25 and 26, Dave Hillebrandt of United Space Alliance, Kevin Keenan of Lockheed Martin and NASA's James Bolton were part of the record-setting 81- and 85-person canopy formation dives that took place over Lake Wales, Florida. Photo courtesy of Gustavo Cabana. See the other nine cool skydiving photos at Woman's Day.

Hero Dog Keeps Lost Girl Alive

Police in Arizona are crediting a family dog with saving the life of a lost little girl. Three-year-old Victoria Bensch wandered away from her family home in Cordes Lakes, Ariz. on Thursday and got lost in the mountains surrounding the valley. Search parties spent the night looking for the girl as temperatures dipped below 30 degrees.She was finally spotted 15 hours after she vanished by a

Caught Looking at Smut on National TV

Teehee, you dirty boy. Here's to hoping your wife doesn't watch the news. Click the picture for a larger image.

Marketing Strategy : Branding With A Cause

Branding With a Cause

Originally Published here in Adclubbombay.com

Last year, Colgate celebrated October as Oral Health Month. During the month, the company conducted free dental camps across the country in association with Indian Dental Association (IDA). Besides these camps, Colgate conducts regular Oral Hygiene awareness campaigns and oral health educational programs across India. These programs are conducted with the aim of achieving Colgate’s mission of Zero Tooth Decay in the country .

In December 2008, Nokia announced a unique initiative in India called the Take-Back Recycle initiative. Under this campaign, the brand intends to take back used/ damaged mobiles and accessories for recycling purpose. According to the company, consumers are not aware about the possibility of recycling such unused gadgets. These gadgets can create a huge environmental hazard in near future. Nokia, as a market leader is taking the initiative in creating awareness as well as create a green logistics framework to recycle this potential wastes.

There is no doubt that the primary objective of a brand is to make money for its owners. But there are brands which try to see higher level objectives for themselves. Broadly termed as Cause Branding or Cause Related marketing, these initiatives have long term impacts on brands which may not be visible in quantitative terms. Hence for those managers who view their brands’ performance on a quarterly basis will not find this strategy attractive.

Academic research has established that consumers may develop a unique positive association with companies that take efforts which are beyond economic transactions. Our very own Tata brand is proof of such a positive association. Tata brand is built not based on their products but based on their commitment to social responsibilities.

The question for marketers is whether to spend their precious resources on a non-profit cause which may not have a direct impact on profit or sales. In this era where brands are expected to be built in 3 months, this commitment may seem to be extravagant. But it is often forgotten that brands are seldom built over quarterly sales figures. It is built on the mind of the consumers. And consumers love brands which makes a difference to their lives.

Companies are often confused over the extent to which they should involve in cause related marketing. This has resulted in an unfocused erratic approach towards such initiatives. The short –term initiatives often referred to as Cause Marketing and high involvement activities where the firm or brand is highly involved is referred to as Cause Branding.

Cause Branding as a Strategy

There are two approaches to cause- related marketing .Firms can look at a short term association with a cause with minimum involvement. This can be in the form of a donation to a charity work.

HUL conducted such a short-term campaign for its Surf brand ( known as 10/10 contest ) where for a sale of every 1 kg pack, a fixed amount was donated to certain NGOs operating in the area of child-education for the deprived section of the society. These initiatives may give some positive responses to the brand for a short term.

Another approach is to take cause marketing as a long term brand building strategy. Global cosmetic major Avon has been associating with Breast Cancer Awareness programs since 1993. The brand has raised and contributed $500 millions in support for this cause. In India , HUL supports a long – term cause-branding initiative for its Lifebuoy brand ( Lifebuoy Swasthya Chetana) with the objective of spreading the awareness of importance of washing the hands with soap in rural India.

There is a big difference between these two approaches. Brands have a personality; brand is like a living being with a character and personality. The fact is that consumers are looking at a brand in its entirety – as a whole person. Hence it is important for marketers to take a long term view of Cause Related Marketing initiatives. This calls for a dedicated set of resources both money and men for such a venture.

Identifying a Cause

The success of a cause branding initiative depends heavily on the selection of the cause. An arbitrary one-time charity work is not going to give any positive impact on brand in the long term. Hence the selection of the cause will have to be done in the same seriousness as the selection of the positioning strategy.

The cause selected should appeal to the consumers of the brand and the cause should be relevant to the consumers. In the case of Colgate, oral hygiene and health is a cause that is highly relevant and connected to the brand. Hence such causes have more impact on building the brand’s image.

The cause selected should also make a difference in the society. In the long term, the initiative should be able to produce impactful results for the society.

Involve

Most of the cause- branding initiatives are done in partnership with NGOs who operate in that domain. It is important to partner with the right organisation for the implementation of the initiative. But often firms outsource the entire work to the NGOs thus effectively distancing themselves from the cause. It is important for a brand to fully involve in the cause. This could be done by encouraging the employees to offer their expertise or by creating a dedicated team of company professionals to monitor the implementation of these initiatives.

Communicate

It is important for the brand to communicate this initiative through all possible avenues. Colgate runs a series of media campaigns for its Free Dental Camps and is supported by an exhaustive web-based informative page in their website. The Cause-Branding also gives the brand opportunity to experiment with a wide range of media vehicles to promote both the brand and the cause.

Walk the Talk

In this information intensive era, it is important for the brand to be truthful in its intensions while championing for a cause. Cause-Branding is a double-edged weapon. Consumers will evaluate such initiatives thread-bare to see whether the brand is taking them for a ride.

Hence consider cause-branding as an option only if the brand can sustain it till the cause is achieved. A half-hearted cause branding initiative will damage the brand‘s prestige. It is also imperative for the brand to convince the customer that these initiatives are not done for selfish motives alone.

This could be done only if the firm involves itself into the cause rather than just sponsoring it.

22 Trees Growing Around Objects

When a tree is growing, and it encounters something that gets in the way of it's growth, it can do three things: stop growing, grow away from it, or grow around it. Is it possible there are items entirely consumed by trees that we don't know about? I would say it is not only possible, but likely. Here are 22 examples of trees simply absorbing obstacles.A tree growing over a bench.A tell tale sign

Bart Simpson's Prank Calls to Moe

Bart's Prank Calls:Some Enchanted EveningBart: Is Al there?Moe: Al?Bart: Yeah, Al. Last name Caholic?Moe: Hold on, I'll check. Phone call for Al, Al Caholic. Is there an Al Caholic here?Moe: Wait a minute. Listen, you little yellow-bellied rat jacka--, if I ever find out who you are, I'm gonna kill you!Some Enchanted EveningBart: Is Oliver there?Moe: Who?Bart: Oliver Clothesoff.Moe: Hold on, I'll

Free Pancakes at IHOP

It’s National Pancake Day. That means FREE PANCAKES AT IHOP. February 23, 2010 From 7AM to 10 PM,Get a Free short stack (three) of our famous buttermilk pancakes. *All we ask is that you consider making a donation to support local children’s hospitals through Children’s Miracle Network, or other local charities.I think the key word there is "consider." Last year I considered it for a moment then

30 Retro Breakfast Cereals Part 2

Here are 30 more retro breakfast cereals. Recognize any? I definitely remember Hidden Treasures cereal. What an awful idea (shiver). Make sure to check out part 1, part 2 and part 3.Honey crunchers, sweetened with sugar.(Image courtesy of Jason Liebig)Urkel was so close to being our first African American president.Nasty cereal in disguise.(Image courtesy of Gregg Koenig)My sister loved

Stevie Wonder on Twitter

I know, I know, it's in poor taste, whatever.Via

Brand Update : Titan

Titan Industries has ventured into the prescription eyewear category with the brand Titan Eye+. The launch was pilot tested in 2007 and now is on the advanced stage of national roll out.The Indian prescription eyewear market is worth around Rs 1800 crore and is dominated by the unorganized sector.

Titan Industries is trying to corner a big pie in this huge untapped market. Titan Eye+ is currently running a campaign across the various channels,

Watch the TVC here : Titan Eye+

There is no question about the opportunity that Titan Industries is trying to tap. Organized eye wear market offers excellent potential for a company like Titan. There is a latent need in the consumers for a trust worthy branded outlet.

The question here is whether Titan Industries made a branding mistake in extending Titan brand into this product category. Does this brand extension augur well for the parent brand Titan or will it erode the intrinsic brand value of Titan ?.

I am always wary about brands extending themselves to unrelated categories. How ever large the potential may be, these brand extensions run the risk of diluting the brand value of their parent brand's equity.

Titan Industries had the opportunity to build a new brand in this category. It could have launched Eye+ as the standalone independent brand rather than launching Eye+ as a sub-brand of Titan.

The only one reason for launching Eye+ as a sub-brand of Titan is to gather the initial momentum in terms of acceptance . Eye+ wants to ride on the huge brand equity of Titan. And it will. As a consumer, I will naturally be tempted to opt for a Titan Eye+ showroom rather than a local store. So without spending huge amounts of money, Eye + will quickly gain acceptance in the market.

Another argument in favor of such brand extension is that over a period of time, the sub-brand will gain independence from the parent brand. Like the Fastrack brand which was launched as a sub-brand of Titan now has an independent status. So over a period of time Titan Eye+ will also be a standalone brand.

What about the parent Titan brand ?

Does this brand extension add value to the Titan watch brand ? Does it support the core positioning of Titan ?

Looking at the launch campaign, the ad is neutral in terms of the effect on the parent brand. The agency had tried to put in the " Jingle" of Original Titan brand in the Eye+ ad. The similarity ends there.

Eye+ is being positioned as a style enhancer .The brand follows the basic positioning that wearing Eye+ makes you attractive. Compared to the brand laddering of Titan ( Be More campaign) the positioning of Eye+ is nothing but very very basic. Eye+ has the tagline " Kuch To Hua Hai" meaning " Something (new) has happened to you".

This is the issue with brand extensions. What ever the ad agency do, the extensions seems to drift away from the core positioning of the parent brand. Titan with the endorsement of Aamir is perceived as a premium brand . Eye+ cannot afford to concentrate on the premium positioning as of now since it will repel many consumers and create a negative perception of " over- pricing".

Is it not a better option if Titan Industries launched Eye + as an standalone brand endorsed by Tata rather than Titan ? That would have given Eye+ lot of room for its promotional strategy. It could easily move across various price ranges. More than that , Eye + could afford to have its own positioning rather than being constrained by the parent brand. About the equity, endorsement by Tata could have been equally good in terms of bringing in consumers.

Eye + has lost a chance of creating a place for itself .The brand will have to move through a series of promotional experiments before gaining independence from Titan. With in the constraints of the parent brand, Eye + needs to prove itself successful in order to gain freedom.

Related Brand

Titan

Essilor

Fastrack

Marketing Strategy : The Art of Brand Laddering

The Art of Brand Laddering

This article was Originally Published Here at Adclubbombay.com

Raymond makes you a Complete Man, Bournvita makes you Confident, Fiama Di Wills makes you Beautiful Today, Tomorrow, Nike asks you to Just Do It and Eating Parle-G makes you a Genius!!!

Welcome to the world of brand laddering. …

Brand laddering off late is the most sought after strategy in the Indian marketing space. Brand laddering involves positioning of a brand from common product attributes to more abstract values or concepts. Its moving from a focus from product attributes to brand benefits.

One of the Indian brands which have successfully undertook brand laddering is Raymond. Raymond’s is now positioned on a more abstract benefit ( Complete Man) rather than the product /functional attributes of clothing like fashion, texture, quality etc.

From product attributes to higher values involves a series of stages. Marketers have to be careful while trying to position their brands on higher abstract concepts.

The first stage of laddering is establishing the brand’s association with product attributes. Attributes are the physical properties of the product that in turn will deliver the desired benefits to the consumer.

When a brand is launched, the focus of the marketer will be to establish the product attributes. The task is to establish category membership and also to achieve parity with competitors on functional performance.

For example, textile brands will be trying to convince the customer about their product properties like texture, colours, quality etc. For a TV marketer, the focus will be on features like clarity, sound quality, technology etc. For example Sony Bravia is now focusing on its 2 million Bravia Pixels for establishing itself as a leader in the emerging LCD TV market. Automotive marketers concentrate on the product features and attributes while launching its brands into the market.

Once these attributes are firmly established in the mind of the consumer, the brand moves into the next step in the laddering process .This stage involves positioning the brand on product benefits. Here the brand moves from a functional focus to the benefit focus. Maggi Noodles had built its brand based on its product qualities like “easy to cook “and taste. Later the brand repositioned itself on the health platform.The latest tagline of Maggi – Taste Bhi, Health Bhi, takes the brand from attributes focus to benefit positioning.

The most critical stage of laddering process is to associate the brand to abstract benefits. Abstract benefits are conceptual benefits which focus on a deeper need of consumers much above the product benefits. Often these abstract benefits are aspirational in nature.

Brands over a period of time try to move from a basic benefit based positioning to a more abstract benefit. While comfort is a benefit, being a complete man is an abstract benefit. Airtel is about Expressing Yourself. This is an abstract benefit that the cellular service provider tries to position itself on. Fair & Lovely when launched concentrated on its functional benefit of “fairness” during its initial stage of brand building. Over a period of time, the brand has laddered up to the abstract concept of confidence and women empowerment.

Abstract benefits helps increase the aspirational value to the brand. It also helps the brand to extend itself into related categories since its positioning is no more conceptual and not limited by any functional attributes of a product.

The final stage in the laddering process is where the brand becomes synonymous with the abstract benefit. This is a level where the brand personifies abstract benefit. Johnson & Johnson is synonymous with mother – child relationship. Over these years, the brand has established itself by positioning on this abstract concept. In theory, this is referred to as Brand Essence.

Brand laddering helps a marketer in many ways. The most important benefit is that abstract attributes gives more flexibility to the brand. It takes the brand away from the most basic attributes so that marketers can experiment with various communication themes. Abstract benefits also give the brand to be more creative in its campaigns. Raymond’s was able to create highly popular campaigns because it focuses on an aspirational benefit of “Completeness”. Raymond’s can create new stories about a complete man which would not have been possible of a brand focusing on functional attributes.

The fundamental objective of brand laddering is to create icons. Iconic brands are that which truly represents or personifies aspirational values. Nike personifies authentic athleticism and Harley Davidson is synonymous with masculinity, free spirit and rebelliousness.

Although laddering is a sexy marketing strategy, it requires certain preparation for successful execution. The laddering will be successful only if the brand is able to establish its association with functional attributes. If a brand tries to ladder up without establishing its functional expertise, consumers may not believe in the brand’s claim. . The highly acclaimed “ Dirt is Good “ campaign of Surf is a successful brand laddering exercise because it was done after establishing its functional expertise. The brand should first establish its Points of Parity (POP) with its competitors in terms of performance. Only then, the laddering will be accepted by the consumers.

Another important condition is the abstract attribute should be relevant to the brand. For example, Nike and Athletics performance go hand in hand. Bournvita and confidence have obvious connection. Dove and Beauty are connected with each other.

Before venturing into a laddering exercise, the marketer has to decide on the brand essence. The abstract benefit should be carefully chosen because there is going to be a long term association often a permanent one.

Usually laddering is done on a benefit derived out if the core brand mantra. Brand mantra is the core DNA of the brand. It is what the brand stands for. And like DNA, brand’s mantra also remains constant. Choosing the right Brand Mantra enables the brand to ladder up effectively.

Even after a successful laddering exercise, a brand should not leave its focus on functional attributes. Sometimes, the brand should do a laddering down exercise to reinforce its association with functional attributes. This could be done by parallel campaigns focusing on functional attributes. This laddering down should be done if there is a change in consumer’s perception or if the competitors launch an innovative feature. In such a scenario, the brand should reinforce its functional expertise to the consumers.

Lips healthy, beautiful and pretty with gloss

Lips healthy, beautiful and pretty with gloss

Look beautiful and charming with lip gloss, lightweight formula will not make your lips skin becomes dry or damaged. You can meilih color and fragrance that match your self-image. Many large companies that produce lip gloss because it has become part of the makeup.

Sephora, Maybelline, L'Oreal, Oriflame and others are always creating products lipsticks and lip gloss to meet the needs of users.

How to make lipgloss can be beautiful coloring your lips?

How to make lip gloss can be beautiful coloring your lips? lip gloss lipstick is a subtle coloring your lips because therein is contained a lot of essential vitamins that are suitable and adapted to the skin condition lips.

Many lip gloss products that have been launched by manufacturers such as Sephora lip gloss, Revlon, Maybelline, L'Oreal and Oriflame.
Because so much demand for it was made lipsgloss a series of lip gloss with a different fragrance and color. You like that one?

The Invisible Man is a Jerk

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16 Cool Bus Stops

I don't ride the bus, because I'm not allowed on them. Something about no shirt, no shoes, no service. I don't know, I wasn't really listening, I was busy taking off my shirt and shoes. Anyway, I do see a lot of folk standing out in the cold, waiting for the bus. I bet they wish they were at one of these cool bus stops instead:A lemon bus stop, or just yellow? Dunno.Fancy and air condishoned. I

The Bacon Air Freshener

Phfft, nice try, but that's weak sauce. I have an entire pig as my air freshner.Via

All About Poop

Whether you call it crap, dung, feces, fertilizer, guano, manure, meadow muffin, night soil, ordure, Lincoln logs, shi*, pooh or poop, we all produce it. Here is an info graphic with lots of interesting tidbits. Click on the photo for a larger image.Via

Babies 'R' Cute

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Go Cheese : From 100% Cow's Milk

Brand : Go

Company : Gowardhan Dairy ( Parag Milk Foods)

Ad Agency : Scion Brand Incubation

Brand Analysis Count : 444

GO is the new brand of Cheese from Gowardhan Dairy which is a part of Pune based Parag Milk Foods. Gowardhan Dairy is one of the largest players in the dairy market in India. The company owns India's largest cow farm and also has constructed Asia's largest cheese plant near Pune.

GO cheese brand is the company's venture into the value added product category. The Indian cheese market, although in a nascent market stage ,having a market size of about Rs 2000 crore is dominated by brands like Amul, Britannia, Mother Dairy etc.

GO cheese has entered a market which is growing at around 20% p.a. But the market is dominated by established players on one side while there is a large unorganized market on the other side.

GO Cheese in now running the launch campaign in various channels.

Watch the ad here : Go Cheese

GO cheese is positioned on the basis of the attribute that it is made from 100% cow's milk. The ads are really good and infact I thought GO is an international brand. More than the 100% milk factor, what is more striking about GO cheese is its packaging.

GO cheese has took packaging very seriously and it will be one of the brand elements that is going to help the brand with lot of customer trials. The packaging looks international and the wedge shaped Cheese pack SKU is appealing to kids and will help the brand get lot of customer trials. It is good to see lot of Indian brands utilizing the potential of packaging in their branding efforts.

Besides the smart packaging and interesting communication, GO brand also has a brand mascot - the cow. The mascot ( although the name is not mentioned anywhere) is shown in the pack and reinforces the positioning of 100% cow's milk.

The 100% cow's milk positioning is a good strategy but not new. Infact Amul used the same positioning for its icecream product range. The problem with 100% cow's milk is that competitors can easily copy the USP and hence negate the point of difference created by GO Cheese. If Amul or Britannia starts showing that their cheese is also made from 100 % cow's milk, GO Cheese may lose its USP.

Hence GO Cheese either needs to OWN up this platform or find another USP which could be sustainable over time. GO can only own this positioning through heavy ad spends reinforcing the consumers about their claim. I am not sure whether the brand can spend that much on the promotions . Another way is to create an ingredient brand which can own up the 100 cow's milk proposition . How ever , the brand needs to protect this proposition from the competitors.

There is always a space for new brands in the large untapped Dairy market in India. GO is in the right position to create a space for itself. There are larger issues to consider like the distribution reach and supply chain management. Cheese is a perishable item and needs a very strong supply chain set up if the brand wants to create a national impact.The brand's task will be to get the distribution and logistics correct and ensure enough retail support for the brand. The brand is expected to go on a phased approach while catering to a large market like India. Even Amul is finding it difficult to get its distribution right in many markets. For example, in my city Cochin, Amul dairy product's distribution is erratic with the products not available in many retail outlets. I hope that GO will go after volume only after setting up a strong distribution reach across the markets.

Marketing Strategy : Executing Marketing Strategies

Executing Marketing Strategies

Originally Published in Adclubbombay.com

Although lot of research and writing is being done on formulation of marketing strategies, little has been said about execution of those marketing strategies. Many problems arise when the marketer fail to properly execute strategies in the market place. It is said that 70-80% of new product launches fail in the market. Most of them fail not because of lack of strategies but because of poor implementation.

For example, most of the Customer –Relationship programs fail at the implementation stage where the program gets morphed into a crude form of database marketing.

Poor implementation of marketing strategies can either dilute the effectiveness or can accelerate failure faster. Unlike other functional areas like finance or production, marketing implementation is external in nature. Take the case of advertising or personal selling, the implementation happens outside the organization. The parties involved in the implementation process are also external. Marketing implementation also requires co-ordination with various other functions like production, finance human resources etc. Hence managing implementation becomes both complex and critical.

For example, when the management decides to cut production costs, the implementation remains largely simple because it is internal. But a decision to reduce marketing expenses will have far reaching effects on various stakeholders like channel members, advertising agencies, media, sales personnel and customer.

There are lot of factors that marketers should focus in order to ensure proper implementation. Most often, implementation is confused with control. While control is of utmost importance, it only helps to correct deviations from the standards. Implementation is more than control. Implementation is about skills, communication, teamwork and culture.

Skills

Marketers tend to focus on systems and process for effective implementation forgetting the human side of implementation. Process orientation alone is not sufficient in marketing implementation because the implementation environment is dynamic in nature. In order to make perfect execution of marketing strategies, one has to look at the skill set of the managers who are in charge of implementation.

Harvard Business School Professor Thomas V Bonoma in a 1984 Harvard Business Review article ‘Making your marketing strategy work ‘identified four critical skills for effective implementation. They are

Interaction skills : Providing leadership to the team and communicating

Allocation skills: Allocating right resources to the right team at right time.

Monitoring skills: Controlling and monitoring on a continuous basis

Organising.skills: Identifying and organising resources and creating an execution culture.

These human skills are a necessary condition for marketing strategy programs to work. In most of the marketing organizations, the implementation is the responsibility of the middle-level managers. Hence it is important that these managers are having execution skills for implementing the marketing strategy.

While implementing strategies, firm must take an objective view of its implementation capabilities of its managers before venturing into execution. It also has to see whether the managers have the ability and the authority to interact, allocate, monitor and organize the necessary resources to execute.

Communication

Most of the implementations fail because of lack of communication between the planners and the implementers. Marketing plan should be treated as an execution manual and the implementers should be able to understand the essence of the strategy.

Lot of miss-selling happen because the sales staffs are not aware of the wider implication of the strategy. For example, if a service firm is moving towards customer orientation, the front-office personnel should be able to understand the relevance of their action in realizing the overall marketing plan. Recently a reputed car dealer was telling me that he knew about the recent price cut through newspaper and not from company sources.

It is also important to encourage communication flow from the external stakeholders like customers and channel partners to the top level executives. Often, these communications do not reach the senior management. Feedback sessions and other communication channels should be tapped in order to make sure that the management gets the real time feedback from the market.

Internal Marketing.

Employees are also a vital element in your implementation plan. In an organization, it is important that the implementation team is also aware about their role in the marketing plan.

This is especially important in the sales management perspective. The quality of customers and the quality of presentation will have a great impact on the success of marketing implementation. The recent sub-prime crisis is a classic example of a failure of proper implementation. While the strategic plan envisages acquisitions of quality assets, the implementation team went after poor quality assets.

Managers must device new communication channels to connect with the internal partners. Companies extensively use internal chat forums and blogs to keep talking to the lower layers of the team.

It is also important to get the commitment of the implementation team for the flawless execution of the marketing strategy. Employees tend to perform better if they realise the relevance of their role in the overall strategic vision of the firm.

Marriott International is famous for its exceptional customer service. The staffs of the hotel called as Marriott Associates represent a remarkable example of commitment and initiative. Once, a very young guest left her favourite Teddy Bear in the hotel while checking out. The staff found the teddy and safely returned it to her home .Although this sounds trivial, it made a big difference to that little guest. This happened because of the commitment of Marriott Associates to take customer service excellence to perfection. No where in the service manual, we could have a process or a budget allocation for such acts. These acts should come from the employees themselves.

Culture

It is important to create a culture of execution in the organization. This has to be consciously created and not to be hoped for. For creating a culture, it is important to have the involvement of top management. Execution oriented culture can be developed by encouraging team members to perform without worrying about failure. One of the biggest resistances to change is the fear of failure. This fear causes managers to tread cautiously.

Organizations should encourage the marketing implementers to fearlessly execute their tactics. This could be done by bringing in transparency, encouraging communication and clearly spelling out the deliverables.

Crazy Mountain Goat

I thought this photo was pretty neat. I wonder what is going through it's tiny little brain. "Aw crap."Via

FfUuNn : Full Marks + Fun

Brand : FfUuNn

Company : Navneet Publications

Ad Agency : Euro Rscg

Brand Analysis Count : 443

FfUuNn is a brand of non-paper stationery products from the publication major Navneet Publications. Navneet is a well known brand in the publications field. The company which formed in 1959 , soon emerged as a major player in the educational books in the Indian market. Later in 1993,the company diversified into paper stationery market through products like notebooks, long books etc.

Ffunn ( Fun) brand launched in 2006 was Navneet's foray into the non-paper stationery products. The brand has gained lot of ground in the last four years.

The Indian stationery market including notebooks , printer/copier papers, scholastic products like geometry boxes , pencil boxes, erasers etc is worth around Rs 10,000 crores ( source). The notebook/paper stationery market is worth around Rs 4500 crore.

Business line gives another set of numbers for the Indian stationery market as on 2007. According to Business Line , the stationery market can be divided into different categories with the following market sizes -

Files and Folders - Rs 220 crores

Writing Instruments - Rs 1215 crores

Desktop Accessories - Rs 90 crores

Glues, Adhesives, tapes etc - Rs 260 crores

Computer Consumables - Rs 1700 crore

The non-paper stationery market is estimated to be around Rs 1500 crores in 2007.

The non-paper stationery market is dominated by brands like Camlin . Natraj is a famous brand in the pencils segment. It is in this market that Navneet launched the Fun brand.

Although the size of the Indian non-paper stationery market is large. , the per unit sales per consumer will be low. Consumers may not buying a pack of pencils but one or two. Since the per unit price is also low, consumers are not that brand loyal and the key is to have the distribution reach and channel support. Brands like Camlin has a generic status in the various categories within this market.

For a challenger brand like Ffun, the brand must own a larger share of mind in the consumer. The brand should also have a fair share of voice inorder to achieve this share of mind. Navneet was investing heavily in building the brand. The brand broke into the market with some smart campaigns.

The best thing that Navneet has done for the non-paper stationery entry was to create a new brand for the category. Navneet could have chosen to extend the corporate brand ( Navneet) into this market hoping to extract the equity of Navneet. Instead, the company took a bold and wise decision to create a new brand.

The next smart act was the selection of the brand name. Navneet was wise enough to choose a brand name which appeal to the target segment ie kids. To take a name such as " FUN " creates a huge leverage interms of brand promotion and communication. The brand created some uniqueness to the brand by coining the brand name as FfUuNn.

The brand interprets itself as Full Marks + Fun. That explains the rather unique name spelling. By combining two important attributes like Fun and Study, FfuUNn created one of the best positioning platforms in the category. Although it sounds good, integrating the two divergent concepts like Fun and Study is not easy.
Luckily for the brand, the agency created some smart campaigns for FfUuNn and the brand had a very very good start in the market.

Watch the campaigns here : Fun Giraffe Fun Sea

Fun is now category brand of Navneet under which the entire range of stationery products are launched . The brand launched its range of colors, erasers, sharpeners and whole lot of products in the category. Again for colors, the brand came out with some very good commercials. Watch it here : Fun colors 1,Fun colors 2 .

FfUuNn is a good brand with some good brand properties. The communication also supports the brand's core positioning. The brand virtually has all the marketing mixes going right for them . It will be interesting to see how this brand going to shake up the stationery market.