Healthy Nail with Good Accessories
Wednesday, December 10, 2008
Tuesday, December 9, 2008
Tempo Traveller : Quality is the Key
Brand : Traveller
Company : Force Motors
Brand Analysis Count : 363
Bajaj Tempo is a serious player in the LCV market in India with a series of products like the Tempo Trax, Matador etc. But among these products, Tempo Traveller has a special place.
In 2005, Bajaj Tempo went in for a Corporate rebranding .The company adopted the name Force Motors .
Company : Force Motors
Brand Analysis Count : 363
In 1983 the Firodia group entered into a collaboration with Diamler Chrysler for the production and use of OM616 engine for their vehicles in India. This was the beginning of the successful LCV manufacturer Bajaj Tempo.
In 1987 the Bajaj Tempo launched Tempo Traveller in the Indian market. The product powered by the famed Mercedes engine created a new experience in the commercial passenger vehicl
e segment.
In 1987 the Bajaj Tempo launched Tempo Traveller in the Indian market. The product powered by the famed Mercedes engine created a new experience in the commercial passenger vehicl
e segment.Bajaj Tempo is a serious player in the LCV market in India with a series of products like the Tempo Trax, Matador etc. But among these products, Tempo Traveller has a special place.
In 2005, Bajaj Tempo went in for a Corporate rebranding .The company adopted the name Force Motors .
Tempo Traveller belongs to the LCV category which are essentially vehicles used for commercial purposes like passenger carriers , goods carriers etc. Tata Motors rule this market .
In the passenger carrier segment, Tempo Traveller occupies a niche. It belongs to the premium range of people movers . Tempo Traveller holds more than 80% share in its niche. It had virtually no competitors till Tata launched its LCV passenger carrier Winger. The total passenger LCV market is around 15000 units.
Tempo Traveller although popular in the people - mover segment, has its presence in the goods carrier segment also. The brand is also a major player in the ambulance segment.
Since this brand is in the B2B space, there is little promotional activity in the advertising front. For Tempo Traveller, the brand has immense visibility because it was existing in the market for two decades. The brand also has a reputation for its quality, ruggedness and reliability.
In 2005, Tempo Traveller also had to rebrand itself. Tempo is a brand name owned by Daimler Chrysler. Hence Daimler wanted Force to drop the term 'Tempo 'from the brand name. Hence now Tempo Traveller is known as Traveller. But for the customers, still the brand is known as Tempo Traveller.
Although the brand is having huge equity, there were concerns over the outdated engine and the looks for the brand. There was a feeling that the product was dated. Hence Force motors recently did an extensive make over for the product. The entire look of the vehicle was changed and the company introduced the latest CRDI engine from Mercedes for the latest version.
The new look and the updated engine for Traveller is expected to take the brand to new levels of growth. Traveller is a brand that was built solely on performance.
Since this brand is in the B2B space, there is little promotional activity in the advertising front. For Tempo Traveller, the brand has immense visibility because it was existing in the market for two decades. The brand also has a reputation for its quality, ruggedness and reliability.
In 2005, Tempo Traveller also had to rebrand itself. Tempo is a brand name owned by Daimler Chrysler. Hence Daimler wanted Force to drop the term 'Tempo 'from the brand name. Hence now Tempo Traveller is known as Traveller. But for the customers, still the brand is known as Tempo Traveller.
Although the brand is having huge equity, there were concerns over the outdated engine and the looks for the brand. There was a feeling that the product was dated. Hence Force motors recently did an extensive make over for the product. The entire look of the vehicle was changed and the company introduced the latest CRDI engine from Mercedes for the latest version.
The new look and the updated engine for Traveller is expected to take the brand to new levels of growth. Traveller is a brand that was built solely on performance.
Monday, December 8, 2008
Brand Update : Complan
Complan has never been an aggressive player compared to the market leader Horlicks . This explains the reason why such a powerful brand is languishing in a distant position of 15% market share compared to the 60 % share of Horlicks.
While Horlicks has been breaking new grounds with a series of variants aiming at the entire family segment, Complan was lying low all these years. The major happening for this brand in 2008 was the launch of the new flavor Kesari Badam . In the promotional front, the brand was in a low key mode continuing with the extension of its earlier campaign focusing on EXTRA growth.
Today's newspaper had a stunner ad from this brand. It was a front page solus advertisement in the Malayalam Daily with a direct comparative ad targeting Horlicks.
What was striking in that ad was that Complan has put a direct comparison with Horlicks by showing Horlicks brand on the ad and then comparing the various attributes. I have seen such explicit comparative ads in automobile sector . In most of the comparative ads, the name of competing brands will not be directly mentioned to avoid litigation. The ads will either use letters or dummies for comparison.
The ad copy asks the readers to chose between the " low cost health drink " and " Complete Growth " . Then the ad talks about why Complan is better than Horlicks by comparing both in the parameters like
Main Ingredients
Protien Content
protien Quality
Number of nutrients .
The ad also reinforces the new positioning " Grow Twice Faster ".
Complan is also running a TVC around the same theme. The TVC is almost a Cut- Copy of the Horlicks' earlier campaign of " Taller, Sharper, Stronger ". The ad shows the before-after results of two samples and claim that Complan users grow two times more than the non-users.
I was wondering why this sudden provocation. A google search indicated that Horlicks has been running a campaign digging at Complan's main attribute of ' 23 vital nutrients '. I have not seen that ad of Horlicks.
The ad spoke of the high price of Complan and was claiming that Horlicks had more than 23 nutrients but costs less than Complan.
Complan had challenged this in Mumbai High Court but the ruling was not in their favor. Hence the brand has taken the war into the public.
Price always have been the weak point of Complan. Those who has used this brand know that its good but was terribly expensive compared to the other highly advertised brands. More over the brand was a little confused regarding its positioning and communication. However, the current spat has bought some life into this brand. It will be interesting to see how Horlicks reacts to this direct attack.
Related Brand
Complan
Horlicks
While Horlicks has been breaking new grounds with a series of variants aiming at the entire family segment, Complan was lying low all these years. The major happening for this brand in 2008 was the launch of the new flavor Kesari Badam . In the promotional front, the brand was in a low key mode continuing with the extension of its earlier campaign focusing on EXTRA growth.
Today's newspaper had a stunner ad from this brand. It was a front page solus advertisement in the Malayalam Daily with a direct comparative ad targeting Horlicks.
What was striking in that ad was that Complan has put a direct comparison with Horlicks by showing Horlicks brand on the ad and then comparing the various attributes. I have seen such explicit comparative ads in automobile sector . In most of the comparative ads, the name of competing brands will not be directly mentioned to avoid litigation. The ads will either use letters or dummies for comparison.
The ad copy asks the readers to chose between the " low cost health drink " and " Complete Growth " . Then the ad talks about why Complan is better than Horlicks by comparing both in the parameters like
Main Ingredients
Protien Content
protien Quality
Number of nutrients .
The ad also reinforces the new positioning " Grow Twice Faster ".
Complan is also running a TVC around the same theme. The TVC is almost a Cut- Copy of the Horlicks' earlier campaign of " Taller, Sharper, Stronger ". The ad shows the before-after results of two samples and claim that Complan users grow two times more than the non-users.
I was wondering why this sudden provocation. A google search indicated that Horlicks has been running a campaign digging at Complan's main attribute of ' 23 vital nutrients '. I have not seen that ad of Horlicks.
The ad spoke of the high price of Complan and was claiming that Horlicks had more than 23 nutrients but costs less than Complan.
Complan had challenged this in Mumbai High Court but the ruling was not in their favor. Hence the brand has taken the war into the public.
Price always have been the weak point of Complan. Those who has used this brand know that its good but was terribly expensive compared to the other highly advertised brands. More over the brand was a little confused regarding its positioning and communication. However, the current spat has bought some life into this brand. It will be interesting to see how Horlicks reacts to this direct attack.
Related Brand
Complan
Horlicks
Sunday, December 7, 2008
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