Xpert : Fast Action

Brand : Xpert
Company : Rohit Sufactants  Private Ltd

Brand Analysis Count : # 494

Xpert is a dishwash bar brand from Rohit Surfactants Pvt ltd (RSPL) which is now on an promotional overdrive. The brand is from RSPL  which is famous for its Ghari detergent brand. Ghari literally made the large FMCG MNCs a run for their money. The Ghari brand is infact larger than the HUL's Surf and is the second largest selling detergent brand in the country ( source). 

Xpert was launched in 2006 by RSPL as a part of its diversification. The brand is now competing in the Rs 800 crore utensil cleaner market. The market is dominated by HUL's Vim with a share of around 60%. The market is characterized by one big player and several small players. The nearest rival is Exo diswash bar  and Pril with a share of around 8% each. As history has shown, fighting HUL's Vim for market leadership position is not an easy task but that is the risk that a challenger brand needs to take.

Xpert has chosen celebrity endorsement as a route to attract consumers towards the brand. For this Xpert chose Madhuri Dixit as the celebrity endorser. The brand is currently running a campaign in TV featuring the celebrity.

Watch the ad here : Xpert  

The brand is using its Aquashine formula as the USP and like any other brand , it is talking about quick and easy cleaning. 

The ad is very basic and rather than using  Madhuri Dixit for testimony, the brand chose to use her as Gangu Thai ( a housemaid character in the movie Ganesha) for the campaign. If one has missed the Ganesha movie, the ad plot will be half lost.  

Xpert is priced around Rs 10 for 200 g bar while Vim around Rs 12. Exo is priced at par with Xpert. The brand hopes that the price differential together with celebrity will tilt the consumer choice towards Xpert. This aggressive pricing + promotional strategy is going to affect the smaller brands rather than Vim in the short-term.

What is lacking in the current strategy of Xpert is the absence of a clear differentiator. While Aquashine formula is the USP, the brand fails to communicate what it means and how it is going to benefit . May be in future campaign, these will be explained. Without a powerful differentiator, Xpert may not be able to break into the market of Vim. Exo tried with its aggressive promotions and anti-bacterial properties with limited success. It is very difficult to create a differentiator in a market like dishwash bar and almost all options has been used up by the players.

It will be interesting to see how this high profile attack of Xpert will play out in the future. In the short-term we will see some action in this dull category . 

Otto : The Symbol of Success

Brand : OTTO
Company : Pothys Group

Brand Analysis Count : # 493

Otto is the readymade brand from Pothys Group. Pothys is one of the most reputed textile retail group in South India. The brand Pothys is a known name in Silk sarees and commands tremendous brand equity across South India. 

Otto brand of men's wear started off as a private label has now moved to become a brand ( theoretically). The brand which was available at various retail stores in TN has now moved to other markets as well. Advertisements of this brand has began showing in various media across markets other than its core TamilNadu market. 

What is striking about the current campaign of OTTO is its celebrity driven brand strategy. OTTO although was in the market since 1997 is now upping its ante across various markets this season. The brand has roped in the Tamil Superstar Vikram as the brand ambassador. Print ads featuring the star is now running across Kerala where the shopping season has started coinciding with the Onam festival.

Watch the television campaign here : OTTO shirts

First it is one of those rare instances where a retailer upgrades a private label to a brand and puts that brand through other retail outlets.In that way Pothys deserves to be appreciated for the risk it has taken to build a brand in the hyper competitive readymade market. 

Having said that , the brand had fallen prey to the celebrity endorsement trap where more than anything, celebrity over shadowed the brand. It is true that celebrities like film stars command huge respect and credibility in markets like TN, AP etc and the endorsement by a star like Vikram will take the brand to new heights, in the long run it is not a good strategy for the brand.

The brand seems to be heavily depended on Vikram to deliver results. There is no mention of product features, USP, positioning or differentiation. The brand also did not try to leverage the equity of its parent Pothys. By not addressing these critical brand building basics, OTTO has lost valuable opportunity to build an image for itself that would sustain even after the contract with the celebrity is over. The brand name OTTO is a German term meaning Wealthy. 

The brand has chosen a positioning loosely on being a success symbol. The brand has the tagline  " Symbol of Success " and uses the celebrity as the proof. But given the power of the celebrity, OTTO could have done better if it had a proper brand building strategy aimed at long-term. Ideally the brand should have done these things 

• Identified a strong sustainable USP 
• Positioning statement 
• Endorsement by parent brand Pothys
• Campaign combining product feature + Positioning 

But the current campaign focus on earning short-term brownies riding on the popularity of Vikram.

Im off to sunny Portugal!!

Well I hope it is sunny after the rubbish August we have had here.  Im off to spend two weeks with my mate and fellow soap maker Shelley Barnes  I can't wait.  We have such a new and exciting project on the boil at the moment, we are designing and making a new range of soaps together especially for the Portuguese market which will include lots of lovely local ingredients such as beeswax (see Shelley s latest blog post by clicking on the link above), Olive oil etc.  We are also making a lot of our fun soaps and an exciting new range of Christmas soaps for the markets over there as well as our first exhibition coming up in November.  So as you can imagine, designing new logos, new labels, new packaging, new soaps, etc. etc. we have been megga busy and for the next two weeks we will be madly making soap as well as trying to source local goats milk, more ingredients and sipping the odd glass of wine too!

I'm going to be there for 2 weeks but don't worry if you want to make an order, my lovely daughter Aimee is at the helm and will be packing, labeling and posting to keep up.  A little reminder for everyone - the Summer Sale is now over, thanks to all of you who took advantage of the massive 50% discount I now have room on my curing shelves for lots of lovely new goodies coming up very soon. I have been making some lovely new wild berry cupcakes and I have some great new ideas for a fig and caramel sugar soap as well as a secret soap for Christmas!

Xmas Berry Cupcake - I wish you could smell this!

GREAT NEWS!! I have managed to negotiate a really good rate for my new course venue, even better than I previously thought.  I am passing this on to all course participants (those who have already paid will receive a £20 discount in the post) - Course cost now only £75 for a whole day of tuition, equipment, 1k soap, refreshments, lunch, hand outs and recipes!!  Go to www.naturallymadesoaps.co.uk to book by filling in my new online form.

I just wanted to tell you about the booking form, it was so easy to create using Google Docs, I have never used this facility before and I don't know why really, its great.  It produces really good forms as well as the back up and monitoring forms needed to check orders/bookings etc.  If you have never had a go I recommend it.  It took me a little while to get my head around it, but once sorted it really is an easy way to make your online documents look very professional.

One last thing......  While I am away I would really like to gather some thought from you all to help me get some new soaps sorted when I return.  What do you think about Naturally Made Soaps producing an all new "All-in-one Shampoo and Body bar"?
Have you ever used one before?
If so, did you like it?
Did it work?

I have created a readers poll on this blog, if you have time I would really appreciate your input, I shall collate all the answers when I get back and let you know the results.  You could always leave a comment below as well.  I will still be accessing my blog, facebook page, emails and website every day so don't worry, I shall be keeping up with you all!!

Velocit : First Joys of Motherhood

Brand : Velocit
Company: Dr Reddy's

Brand Analysis Count : # 492

Velocit is a unique brand. The product belongs to Rs 1000 crore Indian diagnostic market. Velocit is a Pregnancy Diagnostic Kit launched by Dr Reddy's in 1998. The brand had grown the category and  has built a leadership position in the market.

There has been a significant growth in home diagnostic kits due to the larger incidence of diseases like diabetes, BP etc coupled with increasing awareness among the public about detection and monitoring of such diseases. Doctors also began recommending such home based diagnostic kits which further resulted in the growth of the market. This category of products are called Point of Care ( POC) testing market. POC refers to any testing made outside the traditional testing centers like labs, hospitals etc.

Home pregnancy kits gained popularity in India owing to the convenience and confidentiality it offered regarding testing pregnancy. Gone are the days when pregnancy was guessed with symptoms like Vomiting. Doctors also began advising women to test their doubts using such kits.

Home pregnancy kits like Velocit uses the presence of a hormone called Human Chorionic Gonadotropin in the urine to confirm pregnancy. 

Products like Velocit marketed itself through recommendation from doctors during the launch phase. The ethical route to promotion was adopted since consumers was unsure about the efficacy and accuracy of such products. The emergence of competition and the growth of the category prompted these brands to promote itself aggressively through advertisements.

Velocit started its branding focusing on functional benefits. It was positioned as  "3 Minute Wonder " referring to the speed with which the consumer will get the result. Now Velocit has moved to a higher positioning platform focusing on " First Joys of Motherhood ".  The brand says that the news or confirmation of pregnancy is the first joy of motherhood and the campaign puts the brand right at that first moment of joy.

Watch the ad here : Velocit

The brand also runs a print campaign along the same lines in major women's magazines. This emotional positioning will work well for the brand. The insight behind the " first joy of motherhood " should be appreciated since it strikes a chord with the consumers.

The increased number of competitors has made promotions crucial in category like that of Velocit. Most of the sales happen through word of mouth /referrals. But that WOM should be reinforced and complimented using ATL campaigns. Velocit has done this effectively.  

Ultra-Realistic Futurama Sculptures

Good news everyone! An artist going by the alias Artanis-One, has created a series of sculptures that depict life-like versions of your favorite "Futurama" characters. Please, oh please do the cast of "Suddenly Susan" next!
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FREE Appetizer at Lone Star Steakhouse

If you "like" Lone Star Steakhouse on Facebook, they will give you a coupon for a FREE appetizer. Mmm, free onion strings.

To get your free appetizer just “like” Lone Star Steakhouse on Facebook, then look under the “Free Appetizer” tab for your coupon.


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FREE Hot Beverage from Pilot Travel Center

On Pilot Travel Center's Facebook page, they have a coupon for a FREE 16 oz. "Hot Beverage." Mmm, free drink. So go print one off and get your free drink before I spit in the coffee.

This coupon is valid through October 31st, and is good on their hot chocolate, coffee, tea or cappuccino.

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