Analysis of ad with the lens of positioning concept.
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 […]
It’s School Time: Different Approaches to Build Stationery Brands. Read More »
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
How a Leader Brand Should Communicate to Consumers? Read More »
There is a new kid on the block for deodrant market! The market is dominated by Fogg which made Axe (once a market leader when dinosaurs used to walk on earth) “fade away”. The brand is well known – Park Avenue among men. The deo ads have moved from sensuality (women as sex objects) to
Park Avenue Deo – Good Morning, Thank GOD someone is reading! Read More »
Before I discuss the Indian ad, let me give some background. Globally, the ‘diamond producers association’ is running a new campaign with the “Real is Rare’ theme. This campaign is mainly to target the Millennials. There is a clear shift from the ‘Diamond is forever’ to the practical aspect specially for this young generation which
Real is Rare: A new campaign for Diamonds! But is it real? Read More »
Colgate, a household name in India for toothpaste, has all of a sudden lost its decades old category leader positions to ‘Dantkanti’ from Patanjali endorsed by Baba Ramdev. Though the exponential rise of Patanjali Empire is in itself a remarkable story, specially in FMCG sector where it has given tough fight and won against the
Who is real ‘Ayurvedic’ toothpaste? A three way fight for winning mind share Read More »
IPL in India is very similar to Super bowl in terms of crazy fans and commercialization. Marketers invest lots of money and efforts to create ads that resonate with audience and helps in brand recall. Vodafone Zoo Zoo is an interesting case (may be in some other post someday). The impact of IPL is such
Parle imitates famous Bollywood – Naam to suna hi hoga! Read More »
The memory goes back to Flipkart using kids in a remarkable way in their ads! Recently, Blue star is making foray in consumer water purifier segment. They are well known in commercial segment. The use of infants and the subtitles – a gem of an ad. Conveys the perfect message. No fight on shudh vs
A Genius use of infants/kids in Ads. Bluestar Water purifiers Read More »
The half-naked baba with one eye and a long ‘Hagrid” beard has outsmarted the top MBAs sitting at HUL, P&G, Nestle, ITC, Dabur…..not just out witted but rather kind of killed..David killing Goliath.. The big MNCs and ITC slept for two years and ignored the Patanjali, and they paid hefty price for it. Actually, this
The magnificent battle of positioning between Colgate and Patanjali (Dant kanti) Read More »
Yes, may be some of you heard about the recent entry by the TATA group in e-commerce as TataCliq. This is an attempt which will result in “me too” and yeah we have a presence on Internet. This “project” will be a long run by burning more and more money by future leadership/top management but
TataCliq – why it will NOT click. Read More »
The washing machine market in India is approximately Rs 6000 crores. The new entrant in this market is Lloyd, mostly known for Air-conditioners in India. The washing machine space is cluttered with many brands. The brands include multinationals and home grown domestic brands from such as LG, Samsung, Videocon, Godrej, Whirlpool etc. The product category
Lloyd push for ‘Unisex’ washing machine – why it may fail! Read More »