How one should go about building brands for product categories – which have seasonal peak / interest, target consumers from age 3 to 15, and buyers (parents) do not use the product?
Stationery is a very complex category due to distinct characteristics of users, buyers, and most importantly peer norms. It was quite surprising to know kids (6-12 years) talking passionately about DOMS. What the heck it is? I thought it may be a chocolate brand or a new anime cartoon on TV channel. But it turned out to be a stationery brand (pencils, colors, sketch pens etc.).
So why kids are so crazy about it? The first noticeable thing is the packaging which is triangular and more colorful than Classmate or Nataraj (monochromatic). That distinctness instantly catches the young consumers who are always looking for something new and colorful.
On the communication side, DOMS is focusing on typical good handwriting plus humor (of course in a class setting) to drive its point.
On the other hand, the well-known Classmate from ITC, has just launched another emotion-based ad. The theme is not to compare with others but compete against yourself with #BeBetterThanYourself. So yeah digital is in vogue but it sounds so boring and repetitive (check Bournvita taiyyari jeet ki to know I mean). These are pure rational products, so features should be the first USP. But who says Humans are rational?
So, how one should go about building brands for product categories like sationery? The article would remain incomplete, if I don’t write about: “Match ki aakhri gend, aur ye laga sixer – Natraj fir champion”. The classic legendary ad. Just to put things in perspective, check this ad from Natraj.