Owner: Marketing Practice URL:http://marketingpractice.blogspot.com Join Date: Thu, 14 Dec 2006 11:55:51 -0600 Rating:0 Site Description: The blog is the largest online resource on Indian brands. If you are a student of marketing or interested in knowing why and how brands succeed or fail, this blog is for you. Site statistics:Click here
Band-Aid :Continuous Care 1970-01-01 00:59:59 Brand : Band-AidCompany: Johnson&JohnsonAgency: McCann EricsonBrand count: 167Band-Aid can be considered as an classic case of branding success. The brand which is almost 86 year old has become generic to the category. Band-Aid is an Adhesive Bandage used to cover minor cuts and bruises. The brand has come a long way to become one of the classic marketing case study.The brand came into existence in 1920. The person behind this innovation was Ms Josphene Dickson, a homemaker and wife of Mr Eric Dickson who was cotton buyer at Johnson & Johnson. Josphene during her daily chores inevitably encounters numerous minor cuts and bruises, wanted an easy solution to cover the cuts to prevent it from worsening while continuing her work. Eric prepared a readymade bandage using cotton and adhesive tape so that Josphene can cut from the readymade bandage and use it when in need. Eric told his boss about the invention and thus the concept took shape of Band-Aid ( source:superbrand.com).In 1924 the wo
Mastercard : Priceless 1970-01-01 00:59:59 Brand : MastercardCompany: Mastercard WorldwideAgency: McCann EricksonBrand Count ; 165Mastercard is one of the pioneers in the global credit card business. Born in 1967, the brand is the second largest player in the Indian plastic money market trailing behind the global leader Visa.Diners Club issued the world's first universal credit card in 1920. Mastercard was born from an alliance created by United California Bank, Wells Fargo,Crocker National Bank and Bank of California. This alliance was pitted against the Bank Americard issued by Bank of America that later became Visa.The original name of Mastercard was Master Charge Inter Bank Card which later shortened to Mastercard in 1979. In 2002, Mastercard International was absorbed by Europay International SA and in 2006 the company changed its name from Mastercard International to Mastercard Worldwide.The business of credit card works in different layers. There are four players in the business. NetworkIssuerUsersEstablishmentsThe net Read more:Priceless
Amrutanjan : It's Gone ! 1970-01-01 00:59:59 Brand: AmrutanjanCompany: Amrutanjan LtdAgency: DentsuBrand Count: 168Gayab,Poye Poch,Poyallo,Its Gone !!!!!Remember the brand ?Amrutanjan is one of India's heritage brands. This 113 year old brand is still young and rocking. Amrutanjan is still one of the largest players in the Rs 250 crore balm market.Etched firmly in the mind of the consumer, Amrutanjan sustained competition, generations and maintained its relevance in the Indian market. The brand has a huge equity in the Indian market and all along has been trying to extend its equity to various categories.Amrutanjan was founded in 1893 by Mr. Nageshwara Rao Panthulu Guru. The company became public in the year 1936 and currently commands 21-23% market share in the category. The yellow colored formulation and the glass bottle has been a part of Indian households. Although a pain balm , the brand was used for cold and head aches. The brand has a huge cache of loyal users especially in South India. Although the balm market including
Kingfisher : The King Of Good Times 1970-01-01 00:59:59 Brand: Kingfisher
Company: UB GroupAgency:JWTBrand Count :169Kingfisher is a classic case of branding success. This brand can even be termed as an iconic brand. A brand that had extended itself from beer to airlines can be equated to the Virgin brand. The brand is synonym with Beer in India. Now ask a young man from India what a Kingfisher is ? The most likely answer will be either Beer or Airline. The power of the brand has virtually made the bird a brand extension.Kingfisher is a brand from the UB group stable.It is the largest selling beer brand in India commanding a market share of over 28% in the Rs 5000 crore Indian Beer market.The brand epitomises energy, youthfulness ,enthusiasm ,freedom but with a touch of professionalism.United Breweries (the original name of the group) have a history dating back to 1857. The company came into existence as UB in 1915 with the merger of five small breweries . The Kingfisher brand was launched in the year 1980 ( the exact year of the birth of Ki Read more:Good Times
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Indian Terrain : The New Indian Spirit 1970-01-01 00:59:59 Brand : Indian Terrain
Company: Celebrity FashionsAgency: ContractBrand Count : 170A four page pull out that came along with Economic Times Dated 29/11/06 made me look up. A four page advertisement featuring a brand Indian Terrain endorsed by the latest bollywood poster boy Kunal Kapoor.Indian Terrain was launched in 2000 by Celebrity Fashions ltd: a leading exporter of garments. The brand occupied a significant share in the consumer space with in a short span of time. The brand had clocked Rs 35 crore with in 4 years of launch. The company which promotes this brand is a leading exporter to all major textile giants and is a 100 crore company.I have noticed the large hoardings of Indian Terrain when I drive to the College but was sceptical about the future of the brand. I was not sure whether the brand has any serious plans for itself. The 4 page ad changed all that.The brand is competing for space in the Rs 800 crore premium men's apparel market in India. The market currently is domina
Jaquar : Too Good To Resist 1970-01-01 00:59:59 Brand : JaquarCompany:Jaquar & CoAgency: Crescent CommunicationsBrand Count :166 Jaquar is the market leader in the Rs 1000 crore Indian tap and bath fittings market. This superbrand has revolutionised the bath fitting industry. A classic case of brand building in a commodity market, Jaquar is the pioneer in creating the premium bath fitting market in India.Jaquar was born in 1984. The company which owns this brand started its operations in 1960 and was selling taps under the brand name Essco. Soon the owner saw the opportunity for a premium range of bath fittings and thus born the brand Jaquar.Traditionally bath fittings and taps were low involvement products. Most of the products that were in the market where basic products and had little differentiation and devoid of any dash of aesthetics. The reason behind this was usually the bath fittings are purchased towards the end of the house construction. That leaves little money with the customer to spent. Hence the orientation was toward
Body Shop : Profit With Principle 1970-01-01 00:59:59 Brand : Body ShopCompany: LorealBrand Count 164Body Shop is a brand with a difference. Marketers consider this brand as an Icon. Body Shop has created a brand image without the aid of conventional advertising.2006 saw this iconic brand draw up serious business plans for India.Body Shop brand was created in 1976 in Brighton United Kingdom. The brand and the brand owner share a common personality that is very much linked to each other. Anita Roddick the legendary founder of the Brand created this brand from a small shop in UK started to support her family.Body Shop in India is sold through the master franchise Planet Sports . The brand is expecting to ramp up the operations to major metros by the year 2008.Body Shop is differentiated from other conventional cosmetics by the values that the brand adheres to and the brand image created through the unique association with those values.The brand is famous for its association with ethical practices and the environment friendly world view. The Read more:Principle
Proline : Follow Yourself 1970-01-01 00:59:59 Brand : ProlineCompany: Bombay DyeingAgency: Orchard /Leo BurnettBrand Count: 160 Proline is a pioneer in the creation of Sports/ Leisure wear segment in the Indian market. The brand was launched in 1983 by the Batra group was one a premium sought after brand during that time. The Indian apparel market is huge with a market size of Rs 18000-20000 crore. There are different versions about the actual size of the branded segment in the apparel market ranging from Rs 2500-4500 crore ( Market size and market share reports are always confusing).Sports and Leisure wear segment during the eighties were virtually non existent. It would be proper to say that there were no serious effort to brand such apparels. Proline rightfully found the gap. Proline gain prominence in the segment through high profile promotions using sports celebrities. Super players like Ravi Shastri, Sandip Patil, Padukone and other major players from different sports. This created a hugh equity for the brand. Proline was a Read more:Yourself
Funskool - Welcome to the World of Toys ! 1970-01-01 00:59:59 Brand : FunskoolCompany: MRFBrand Count: 161 Funskool is the market leader in the Indian organised toys market. Pioneer in marketing branded toys, Funskool was launched in 1988 created a new beginning of high quality toys segment in the highly fragmented industry.Indian Toy industry is huge. Some reports estimate the size of the market to be around Rs 2500 crore ( some say it is Rs 1000 crore). The conflicting market size estimates is an ample proof that the market is highly unorganised. The organised branded toys segment accounts for only Rs 500 crore. Rest of the market is dominated by unbranded toys.Although the market for Toys is huge, the market is dominated by cheap imports from China.50% of the market is ruled by cheap imports. The China factor is the single most danger that the Indian toy industry face.Funskool created in 1987 is a joint venture between the World
's largest toy manufacturer Hasbro and the Indian tyre major MRF. The brand ushered in an era of toys with education Read more:Welcome
Ganga Soap : RIP 1970-01-01 00:59:59 Brand : GangaCompany: Godrej Consumer ProductsBrand Count: 163If the Western Media's projection or prejudice about the social and cultural makeup of India was correct, then Ganga soap would have been the most sold soap brand in the world. Those who have been watching India specific programs in BBC and National Geographic may wonder how can such a brand fail in the land of elephants and Sadhus ?Ganga soap was launched with much fanfare in 1993. The soap was positioned on the religious platform and was claimed to be made of water from the river Ganges. The soap attained salvation in the early 2000.The brand comes from an accomplished marketer who markets such iconic brands like Cinthol. The brand was promoted heavily and even had the film stars like Govinda endorsing it. Promoted using the tagline " Now bath in Ganga" very directly puts the soap in a religious platform. Reports suggest that the brand's initial sales was encouraging and also there are reports that blame on the P&G and G
TVS Scooty : Playful + Powerful 1970-01-01 00:59:59 Brand : ScootyCompany: TVSAgency: McCann EricksonBrand Count:162TVS Scooty launched in 1994 is one of the super brands in India. The brand has created and ruled the Scooterette market in India. Scooterettes are sub 100 cc variomatic scooters targeted specifically at the fairer sex.The brand was an instant hit in the market because of its low price and smart positioning.The brand effectively identified the need for the TG and the product was lapped up in the market. The segment for this brand are a. College going teenagersb. Working ladiesc. Even Men The market can be divided broadly into two based on the customer preference. One set of customers prefer Functionality and another segment prefers style. Scooty has been able to maintain the balance between both.The entire market for scooters (75-125cc) is dominated by Honda with its Activa and Deo range. Scooty has a market share of about 30% in the segment. The scooterette market is hotting up with lot of competitors eyeing for the share
Lijjat Papad : A Brand With A Cause 1970-01-01 00:59:59 Brand: Lijjat papadCompany: Shri Mahila Griha Udyog Lijjat PapadBrand Count: 171 Lijjat papad is a brand with a difference .This brand is a special one because it makes a difference in the livelihood of thousands of poor women in India. The brand from Shri MahilaGriha Udyog Lijjat Pappad was started 46 years ago in 1959 on a measly sum of Rs 80. Seven ladies started preparing Papad and from there this story of a movement starts. From that Rs 80, the brand has grown to become Rs 300 crore and more importantly many households was saved from the clutches of poverty. One of the senior member founder Ms JaswantibenPoppat was honored with Economic Times Corporate Excellence Award in 2002.Pappad is a form of Indian crispy bread. The food is taken as a snack and also along with lunch and dinner. Lijjat has become an integral part of the Indian palette through sheer determination and hard work.The most important factor that the made this brand a success was the careful operational planning th Read more:Brand
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Nestle Fresh N Natural Dahi : Branding A Commodity 1970-01-01 00:59:59 Brand : Fresh N Natural
Company: Nestle
Agency : O&MBrand Count : 172Nestle Fresh N Natural dahi is a bold step by Nestle to brand the commodity called Dahi( curd). 2006 saw the high profile re-launch of this product . Nestle dahi was launched in 2001. The reason behind this move to enter into a tough commodity business is prompted by the size of the market. Dahi ( Hindi term for Curd) is the second largest form of milk usage following tea and coffee usage in households. The estimated consumption of curd is a whopping 2200 MT a day i.e. in revenue terms Rs 4.5 crore a day . That makes the market worth Rs 1600 crores. The market is largely dominated by regional players and more than that households make their own curd using milk. The business sense that prompted Nestle to enter this segment is that there is no national player in the market, although Amul has serious plans for the segment.Nestle has launched the brand with a positioning based on the taste. The tagline was " Jumm gaya Ta Read more:Branding
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Fem : Beauty With Care 1970-01-01 00:59:59 Brand : FemCompany: FemcareBrand count :175Fem is a small player in the FMCG market. This 50 crore pharmaceutical company has a significant share in some of the niche segments in the FMCG market in India. The company has followed the principle of concentrating on niche products rather than fighting a bloody war with the heavy weights .Fem came into existence in 1982. The brand is famous for its range of liquid hand wash soap segment. In this Rs 20 crore market, Fem occupies a major market share of over 60%. Fem is positioned on the platform of beauty with health. The tagline of the Mother brand is "Beauty
with Care". The liquid soap segment of late has been witnessing intense competition from the likes of Dettol and Lifebuoy. Fem comes with fragrances like Lemon,Blossom,Peach,Bouquet etc. Another niche product from FEM is the new brand Oxybleach. Oxybleach is the facial bleach from Fem boast of having the world's first pre bleach cream. The brand is positioned on the unique attri
Brand Update : Sprite & Thums Up 1970-01-01 00:59:59 The Economic Times on 7/12/2006 carried a front page news on Sprite
becoming the second bestselling drink from the Coca Cola India operations edging out Coke to the third place. The report says that this phenomenon is seen in the Indian market only where the flagship brand Coca Cola trails the other brands. I had severely criticized the new positioning of Sprite " Clear Hai" and the endorsement from Sania Mirza in my earlier post. But I was proved wrong. Sprite campaign seems to do wonders for the brand. Consumers think that the brand is Clear.....India's Macho drink Thums Up is now the No1 selling Cola from Coca Cola.In the earlier post, I wrote about the brand being made to play second fiddle to Coke. Coca Cola had rejuvenated the brand and the results seems to be terrific. The latest commercial features the current Bollywood poster boy Kunal Kapoor endorsing the brand in a well made commercial.The Thunder is Backsource: economictimesKunal's image:smashhits.com Read more:Brand
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Hajmola : Tasty Funfilled Digestive 1970-01-01 00:59:59 Brand : HajmolaCompany: DaburAgency: LoweBrand Count : 176 Hajmola is one of the power brands from Dabur's portfolio. The brand is one of the oldest and most respected brands in the digestive market in India. The brand commands 75% share in the Rs 90 crore digestive tablet market in India.Hajmola is a 31 year old brand launched in 1975. The brand has ayurvedic formulation and is sold through all kind of shops unlike the antacids. Hajmola is very popular in North India and North is the strongest market for the brand.Hajmola although a digestive is not positioned as a digestive brand. The brand has moved away from the therapeutic aspects and is positioned more as a naughty mischievous brand. The brand is positioned as a mild digestive that can be taken any time anywhere. The brand uses kids as the main ambassadors and the campaign that features a boy in the dormitory( Hajmola Sir) is still most remembered classic.The brand has been nurtured by Dabur carefully. The brand was endorsed by Read more:Digestive
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Brand Update : Sugar Free Natura 1970-01-01 00:59:59 Sugar Free Natura has come out with a new campaign featuring the master chef Sanjeev Kapur. The ad tries to pitch the brand against the ordinary sugar. Targeted at heavy tea drinkers ( and other beverage drinkers too), the ad clearly hints at the risk of taking sugar with tea. The consumer insight is that doctors tell diabetic patients to have " tea without sugar" which is dreaded by the heavy tea drinkers. And more sugar is consumed daily along with tea rather than through other sweets. Hence the ad makes perfect sense. great insight . great work.Related brandsSugar Free Parry's sugarsource: agencyfaqs.comimage courtsy:agencyfaqs.com Read more:Brand
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Brand Update :Surf Excel 1970-01-01 00:59:59 Surf Excel
has come out with a new campaign 10/10 ( pronounced 10 on 10). The campaign is aimed at raising fund for the educationally challenged poor kids. Every Surf Excel will have a piece of stained cloth. When washed, this cloth will reveal a number out of 10. SMS this number to 455 and that amount goes to a NGO that works in the field of education for poor. The campaign is set to collect Rs 25 lakh for the underprivileged.. These type of campaigns are aimed at making the brand more humane. The brand gains from the positive attitude created by such campaigns. Some theorist calls this Corporate Social Responsibility. But as Drucker said " The main purpose of business is to make profit" and as we say to create wealth for stakeholders. The problem is that only a management student understands such concept. An ordinary person will view business as some thing that makes profit for a select few. Hence corporate are forced to display some actions to justify that they mean good to t Read more:Brand
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Brand Update : Lifebuoy 1970-01-01 00:59:59 Lifebuoy has extended its positioning from " Protection from germs" to Continuous protection from germs even hours after bath. Like the earlier award winning campaign of Little Gandhi, this time also Hll rightly uses kids to the brand's advantage. The new concept take a cue from the Surf's campaign 'Dirt is good". The new campaign of Lifebuoy assure mothers that the child gets protection even hours after bath. Traditionally soap ads used the concept of washing away dirt and germs during bath.But no one thought about protection after bath. Toothpaste ads showed protection after brushing but not bathing soaps. Lifebuoy effectively takes advantage of this twist. Great work from a Great brand. Read more:Brand
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Brand Update : Zen 1970-01-01 00:59:59 Zen is going to be relaunched in the second week of December. The new Zen Estilo is the refurbished japanese MR Wagon which stopped production in Japan. The new Zen will be positioned a notch below the Indian Wagon R.Source: businessline,autocarindia Read more:Brand
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Brand Update : A new feature from Marketing Practice 1970-01-01 00:59:59 HiI am introducing a new featureBrandUpdate
that features latest happening on the brands discussed in this blog. The new feature will keep you updated on changes in the strategy, new variants and new positioning, relaunch and new campaigns. Check out the brand update on Zen which was discussed in my blog on March 2006.Enjoy Read more:Marketing
, Practice
MTR : Pure and Perfect 1970-01-01 00:59:59 Brand : MTRCompany : MTR FoodsAgency:O&MBrand Count : 173MTR has a history dated back from 1924. The company started of as a small restaurent in Bangalore named Mavalli Tiffin Room(MTR) is now rated as one of the largest players in the increasingly popular ready to eat foods market. The company first launched its packaged food product during 1976 and the company invented the Rava Idly mix which was the first product by the company in this segment.It was in 2000 that the company seriously ventured into the ready to eat food segment. Although the reports suggest that the ready to eat food segment excluding snack foods and noodles is worth 50 crore and expected to touch Rs 200 crore with in three years time, I am quite sceptical about it. The report was dated 2002 and now in 2006 the market is still hovering in that range.The reason for such optimistic projection is based on the changing lifestyle of Indians. With both husband and wife working , there is going to be increased need for suc Read more:Perfect
Brand Update : Colgate 1970-01-01 00:59:59 Colgate has launched the new gel variant Colgate Maxfresh Gel with Cooling crystals. The toothpaste have liquid cooling crystals that dissolve completely in the mouth while brushing releasing intense rush of freash breath.The brand is endorsed by Saif Ali Khan and the southern film Diva Asin. This variant has forced HLL to think about variants of Close Up to counter this new launch.Source:sify,colgate.co.in Read more:Brand
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Clearasil : For Clear Skin 1970-01-01 00:59:59 Brand : Clear
asilCompany: Reckitt & BenckiserAgency: Euro RscgBrand Count : 177 Clearasil was a brand that was synonymous with skin care in India. The brand occupied a distinct space in the Indian market as the ultimate cream for Pimples and acne. But over the years this brand is facing the decline stage in its product life cycle. The brand reached this pathetic state because of reasons not of its own. Clearasil is a global brand famous world wide as a cure for acne and pimples. The brand is 56 year old. Mr Ivan Combe of USA invented the product in 1950. It was the first dermatological brand for curing pimples and acne made especially for young skin. In 1961, the brand came into the fold of Richardson Vicks. In 1985 P&G became the owner of Richardson Vicks. Later the company sold of these brands to Boots Pharmaceuticals in the year 2000. In 2006, Reckitt &Benckiser bought the brand globally. The brand came to India in 1967. Now you can easily see the reason why the brand fail
Brand Update : Parachute 1970-01-01 00:59:59 Marico has launched a new product Parachute
Therapie. The product is for controlling hair loss.The product is supposed to contain " Root Activising Proteins" and is endorsed by International Association of Trichologists. The product is priced at a premium of Rs 190.Marico may be planning to convert Parachute brand as an umbrella brand for all its hair care products. Right now Parachute has tremendous equity as the coconut based hair oil. Through this new product, the brand may be seeing its makeover as a hair care expert. Related brandsParachuteSparshSource: Businesslineimage courtesy: businessline Read more:Brand
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Market Statistics : Volume 1 1970-01-01 00:59:59 This is the first volume of MarketStatistics
which will give the market sizes of various categories. The market size numbers are quite confusing because different sources quote different numbers. This is just a collection of market data and not verified. I will try to update it whenever I come across such data.Pain Balm Market Size :Rs 90 crore Total Balm Market Size :Rs 250 crore Tooth Paste Market Size :Rs2700 crore Events Market Size :Rs 330 crore Domestic consumption of butter : 45,000 tonnes Ready to stitch garments market :Rs 1600 crore Imported wine Market Size: 1.2 lakh cases Local Read more:Volume
Vanilla Coke : Wakaw 1970-01-01 00:59:59 Brand :Vanilla
CokeCompany: Coca ColaAgency: McCann EricksonBrand Count : 178Vanilla Coke was touted as the greatest innovation since Diet Coke in 1983. It also has the distinction of the greatest flops after the New Coke. Vanilla Coke came with a bang in the Indian market in April 2004. It went without much noise in 2005.The history of this product variant dates back as early as 1950's. The mass marketing of this variant began in 2002.The brand went global in 2004.2004 saw the unusual scream " Wakaw" played across mass media. We all looked up in awe : a brand new variant from Coca Cola : Vanilla Coke. The brand was targeted at the metro youth was different. It was different in taste, promotion, package, price etc.Vanilla Coke was promoted in retro style. The brand had Vivek Oberoi , the then bollywood flame endorsing the brand in an unusual style. Vivek sported the retro look with typical combination of Elvis style + Shammi Kapoor style in an Old Lamby Scooter screaming Wakaw. The ad
Brand Update : Maggi 1970-01-01 00:59:59 Maggi it seems have found success with the Atta Noodle variants. Following the success of its vegetable atta noodles, Maggi has come out with another variant Maggi Dal Atta Noodles with Sambar tastemaker.Personally I didnot like the taste of Atta Noodles. The new variants has effectively silenced the criticism that Noodles are bad for health. The new variant is being promoted heavily these days. source:agencyfaqs,businesslineRelated Brand
sMaggi Read more:Maggi
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Louis Philippe : The Upper Crest 1970-01-01 00:59:59 Brand : LouisPhilippe
Company: Aditya Birla NuvoAgency:ContractBrand Count : 179If you want to know how to create a brand, Study this brand. Louis Philippe can be termed as a brand which has an iconic status in India. The brand was launched in 1989 and it created the super premium segment in the Rs 5000 crore men's readymade category.The brand originally belonged to Madura garments and was later acquired by Indian Rayons ( now Aditya Birla Nuvo)The brand has satisfied all requisite parameters for a successful brand. The brand element, the segmentation, positioning and the promotions were perfect. The brand when launched had a clear vision. The launch coincided with the liberalisation although the later played minimum role in the brand's success. Louis Philippe was obsessed with quality from its birth itself.The brand used the finest cloth and the craftsmanship was exquisite. The brand is the first to launch international fashion trends in the Indian market.The brand is known for its Read more:Crest
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