Monday, August 17, 2015

Brand Update : Cycle Agarbathi ropes in Big B as Brand Ambassador

Cycle Agarbathies has roped in Amitabh Bachchan as the brand ambassador. The organized agarbathi market in India is worth around Rs 2400 crore, and Cycle has approximately 20% share of this market. The move for a high-profile celebrity endorsement is a strategy to take the brand to a national level. 


The brand also changed its slogan to “ Purity of Prayer”. The new commercial is well made, and BigB was able to pack an emotional tone to the brand. According to reports, the ads were created by Soojith Sirkar of the Piku movie fame. 
Watch the tvc here: Big B Cycle 

The agarbathi market that is highly fragmented is witnessing intense competition with the entry of ITC with the Mangaldeep brand.  In a market like this, distribution is the key since customers tend to experiment with new fragrances and brands. Cycle wants to play the game of branding and with a high profile endorser like BigB, the brand stand a good chance of gaining more share of mind in the market. 

Saturday, July 25, 2015

Brand Update : Honda Relaunches Jazz

After withdrawing the premium hatchback Jazz in 2013, Honda has relaunched Jazz with an aggressive pricing. Jazz is an interesting marketing story of a brand which failed not because of product but pricing. Honda had priced out Jazz in its earlier avataar. Now the company had become very responsive to the value conscious nature of the Indian consumer. 

Jazz in the 2015 version has been priced upwards of Rs 5.31 lakh which makes a great value proposition in the segment. The Jazz will compete with i20 and higher version of Swift. The new aggressive pricing, new styling and the Honda brand equity will definitely boost the fortune of Jazz in the new launch. 
Also unlike the earlier brand-pull strategy of Honda, there is a marked change in the approach of the dealers towards sales. I casually inquired about the Jazz at Honda service center when I gave my car for service and has been getting sales call for Jazz. This marks a clear departure from the earlier " Take it or Leave it " approach.

The brand is launched with the tagline " Nothing Else is a Jazz " and is playing on the sporty features of the brand. 
Watch the ad here : Honda Jazz relaunch TVC

With aggressive pricing, new styling and with a diesel engine under hood, Jazz would further boost the share of Honda in India for sure. 


Friday, July 17, 2015

Brand Update : Liril is back with the original jingle and waterfall imagery

Liril is back . After messing up the once iconic brand, HUL has relaunched Liril with the classic jingle and the iconic imagery of a girl in a waterfall  immortalized 40 years ago  by the original Liril girl - Karen Lunel .
 After killing the freshness theme ( for whatever reasons) during early 1990s, the brand went into various positioning themes and later faded into oblivion. Now the brand is back to its roots.

Watch the relaunch here : Liril relaunch

While the relaunch brings back fond memory of this great brand to many of us, it may not ring the bell to the new generation. Nostalgia aside, the new ad is well made in the sense it is almost the same as the original ad.

The brand is positioned on the freshness platform and now has the tagline " Fresh is back ".
How ever, as a marketing enthusiast, I am happy for Liril to have made a come back. Kudos to HUL for biting the bullet and returning to the original positioning. 

This is also a lesson for brand managers who try to change positioning for the sake of change.

Wednesday, July 08, 2015

Brand Update : Maruti Suzuki tries premium push through Nexa

Maruti Suzuki which has a bear grip on the Indian passenger car market is desperate for a share in the premium car market. While the company has huge lead in the mid and small car segment, it so far has not been able to break into the premium segment ( 10 lakh above). Maruti had tried earlier with its Grand Vitara, Baleno, and latest Kizashi but failed to replicate the success of its affordable car range. 

Maruti Suzuki is now trying to go through the channel route to tap this segment. According to reports, the company is opening a premium channel named ( internally) as Nexa. Maruti plans to launch its premium cars  beginning with S-Cross through this channel. All cars which are in the premium segment will henceforth available only through Nexa. 

Further , Maruti believes that there is a perception that the brand " Maruti Suzuki" is very much linked to " affordability" and hence it will not be able to sell a premium car.   Hence all the new premium cars will now contain only Suzuki name . 

This is an interesting story because the company is now finding its greatest strength ( brand ) as a liability. So probably S-cross will be Suzuki S-cross and the company believes that Indian consumers will consider it a premium brand because there is no Maruti tag on it !! 

What may be hurting Maruti Suzuki management would be that premium brands like Honda are now making huge volumes by down-ward stretching ( launching products at lower price) and threatening some brands of Maruti. 
Maruti is now trying the trick of Japanese brands cracking the premium American car market. They have done through creating new brands like Lexus, Accura,Infinity which was positioned away from the mass market brands.

It is true that an affordable brand ( perception) would find it difficult to move up the value chain using the same brand name. So it makes sense when Maruti wants its premium brands to be kept away from the mass market brands. Here the assumption is that in Maruti Suzuki brand name, Maruti part is creating the perception and by removing the Maruti part, the affordable tag can be eliminated. I wonder whether that assumption holds true. Unlike Honda, Suzuki does not have that premium image in the Indian market. Suzuki brand in the two wheeler segment is not in the best shape and is not in the premium segment either. Hence just by launching a premium car sans Maruti name is not going to do the trick. As auto-expert Hormazd Sorabjee points out, the issue is more of design that positioning . None of the premium offering of Maruti had the wow factor expected out of a premium offering.
How ever, the new channel strategy would benefit the premium push because the premium brand is not sold alongside its cheap companions and better service can be delivered to the premium customers. The downside is that there is a possibility of channel conflict because existing dealers will not be able to sell high-margin cars using their current infrastructure.
According to reports, Maruti Suzuki has created a separate organizational structure for the premium category. It would be an interesting story to watch how Maruti will be able to break into the premium segment with the new strategy. 

Sunday, June 21, 2015

Brand Update : Slice Downgraded to Sub-brand of Tropicana

In an interesting move, Pepsi has demoted its mango drink brand Slice into a sub-brand of Tropicana. Slice which was launched in 1993 , came in to limelight with some good advertisement campaigns. The notable is the Aamsutra campaign featuring the brand ambassador Katrina Kaif. Tropicana was launched in 2004 as a healthy juice brand. 

What Pepsi has done with Slice is to migrate the brand to Tropicana by launching Tropicana Slice . The first launch being the variant Tropicana Slice Alphonso. The new product is being launched with the TVC featuring Katrina Kaif and Aditya Roy Kapur.

Watch the ad here : Tropicana Slice Alphonso

While Katrina Kaif stays to provide continuity to the Slice brand equity, the Aamsutra has been taken off. The focus of the variant still remains the " Taste + Indulgence " proposition. 

In many aspects, Slice as a brand is dead because the individuality is lost. It now has to follow the Tropicana's positioning. And it will remain a second fiddle to Tropicana till the Pepsi brand managers get further confused.

I am not privy to the logic behind this brand merger. According to ET, Slice has a second position in the mango drink segment trailing behind Maaza. 
The advantage I see behind merging Slice with Tropicana is that Slice will get the healthy tag associated with Tropicana. While Tropicana brand architecture will be confusing since it has a non-healthy sub-brand Slice attached to it. All the more, Tropicana also has a mango juice variant ! 

Frankly, I am little confused about this move by Pepsi, probably they will have some logic behind this move. It can be a rationalization of their portfolio. More marketing focus on Tropicana rather than Slice. 
However , as a marketer, Slice will be missed.