For years, Cadbury Dairy Milk (CDM), India's favorite chocolate brand, has been trying to be the symbol of celebration and expression of every sweet moment in your lives. In continuation of its pursuit, Cadbury Dairy Milk celebrates the beginning of new friendships with its latest TVC, ‘nayi dosti ka shubh aarambh’. The TVC showcases the first magical moments …
Continue reading CDM launches a new TVC before Friendship Day
During the early 90's, the brand Horlicks faced a problem in West bengal. Though the brand is well known and the consumers are buying it, the consumers are not buying the 1Kg pack and are repeatedly buying the 450gm size pack. Though the 450 gm size pack helped gain new users (trials), the repeat purchase …
Assortment Share or Share of Assortment is the number of SKUs of a brand (or company) available in a store (or channel) as compared to the total number of SKUs of a brand (or company) in the respective category. So, it gives the share of the SKUs of your brand (or company) present in the …
Mouthwash was relatively a new category and it was primarily driven by Medical Shops channel, as the consumers generally used to use Mouthwash only when prescribed by the dentists for some medical conditions. Colgate being a pioneer of the oral category, had the challenge to create consumer pull to this category and the brand. Colgate …
Continue reading Problems because of mother brand endorsement
This is a question that all of us ponder on at some point of time. There is one famous answer, which is that the watch-makers want you to smile. They want people to remember that they should smile and look at their watch. I was also quite satisfied with this answer before. But, the actual …
In order to keep the same identity throughout the world, many companies stick with the same marketing campaign and brand message in every country. However, this occasionally creates difficulties as we see below: KFC in Hong Kong KFC’s ‘finger lickin’ good’ is used the world over to highlight the tastiness of the product. However, when …
Often you see a great brand trying to come up with an extension and fail and some great brands extending their brand successfully. Maggi is a good example for successful brand extensions and Harley Davidson is a great example of brand extension failures. Let us see the hows and whys: Maggi is a brand which …
Continue reading Brand extensions – the dilemma of existing products
What is a Brand? The names Tata, Nokia, Google and many others are one of the biggest brands in the world. So what really is the name Tata or Google is? Is it just a name or more than that? I define Brand as ‘a network of experience’. Let us understand brands with the example …
Fair & Lovely is a fairness cream of Hindustan Unilever. It is a 1,100 crore brand from the FMCG giant and is one of the largest selling brands in the world. So, what is the big deal about it? The big deal is: Fair & Lovely is going to change its position in the market from …
Perception may happen in many ways, communication is just one way to perceive something. The difference between perception and communication is: Perception is the subjective feeling that comes as a result of the objective communication. Communication is objective, whereas perception is subjective. Perception depends upon various factors such as background of the individual, psyche, economic …
Brand Equity is measured based on how well the brand is recognised and favoured over its competitors. It is the added value endowed on products and services. The value-addition may be reflected in the way consumers think, feel, and act with respect to the brand as well as in the prices, market share and profitability …
Brand Licensing is a strategic relationship between a brand owner (licensor) and a manufacturer (licensee) in which the licensor grants the licensee the right to manufacture and distribute specific products or services under the brand name. For example, Timex Group has recently acquired license from the International Cricket Council (ICC) for launching merchandise using the …
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