Positioning

Analysis of ad with the lens of positioning concept.

Positioning

Positioning Positioning is the process by which a company creates a distinct image and identity for its products, services, or brands in consumers’ minds. In simple words, which word first comes to consumers mind when they hear the brand name? Let’s try this exercise. Think of the first word that comes to your mind when […]

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Sebamed rin unilever

Sebamed and Unilever: A David vs. Goliath War

Sebamed: Comparative Advertising to Attack the Leader Brand Unilever Sebamed, a German soap brand, is in India since 2007. But no one knew it except a few parents for its soap for babies. Sebamed greeted audience via full page newspaper ads, directly attacking the top Unilever soap brands like Lux, Dove, and Pears – comparing

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Lifebuoy dettol public service

Dettol A New Market Leader – Thanks to Lifebuoy!

Lifebuoy Helps Dettol to become the new market leader Can you name the market leader soap brand? Indian soap market is a tough fierce battle. And it is one of my favorite questions in the class – Name top five soap brands by volume – and audience never gets it right! It is all about

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Gyan fresh

Mobile App to Fight, Survive, and Rescue against AMUL – A real case of Gyan Fresh.

Mobile App Strategy to Fight Market Leader – Gyan Fresh and AMUL. Mobile App – Once Shakespeare have famously wrote – What’s in a mobile app? Well, if you ask anyone, what they can’t live without – most probably the answer is phone. This question is repeated many times. But no one asks the second

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Twitter Play, Rivalry twist, and Positioning of Santoor

This is one of the rare incidents when in a single post, I would be discussing the PDA on Twitter by none other than Game of Thrones wala HBO, a rivalry with an expected twist (Burger King and McD), and the Indian Santoor brand with its decades old positioning still intact. HBO In the first

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Nationalism: A New Emotion Appeal in Ads

Recently, Nationalism has become a new popular theme for many brands specially in India. The reasons could be the political environment/direction and extreme media focus and coverage on such issues. Brands are trying to ride the emotions of consumers.  The ad appeals are on the emotion (vs. rational) aspect. A real bad execution was by

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Break clutter

Breaking Clutter on TV – Shock Therapy by Goel TMT

How to break the advertising clutter in TVC space when the big brands are ready to hijack everything from IPL to Elections? When the scripted nautanki (jargon) from established ad agencies are falling flat like a house of card, and everything looks lost – Avengers: Endgame is the solution. The second-best solution is the final

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Indian consumers

Transforming Brand Image – Traditional to Modern – Paridhan from Patanjali

How marketing communications can create new brand images or transform a brand from traditional to modern? Patanjali has been known for its unique blend of swadeshi and herbal themes in marketing communications. When it decided to enter apparel category which is highly dominated by youth – there were questions in the mind about how they

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How one should go about building brands for product categories

It’s School Time: Different Approaches to Build Stationery Brands.

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

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How a Leader Brand Should Communicate to Consumers?

When a brand is Global leader, how it should communicate to its consumers? Should it focus on its features or follow the prevailing emotional route to reach its consumers? In fact, for any brand which is a leader, faces the same question? It is like when you have reached at the top, what next? The

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