CDM launches a new TVC before Friendship Day

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 …

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Promotions: Horlicks Jug

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 …

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Share of Assortment

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 …

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Problems because of mother brand endorsement

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 …

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Why the clock says 10:10?

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 …

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Culture Problems

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 …

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Brand extensions – the dilemma of existing products

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 …

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