Archive for February, 2011


BSNL could have hit gold when they offered the BSNL 3G services at the price of 2G. This could have been a move by the company to penetrate deeper into the country but the campaign was not really a big success. Neither was it marketed well by BSNL, nor was it easy for a customer who wanted to move on to 3G from 2G.

There are some other companies that are also betting big on this sector. The Indian mobile handset manufacturers have already started offering 3G enabled handsets at affordable middle class prices. But there is still a long way to go. Awareness is one important aspect. After creating awareness the companies must think of percolating down the pyramid and then think about increasing ARPU levels.

It is an uphill path, and a rocky one. As an example, China has had only 4% adoption of the technology after 2 years of its launch and that too when the players have been aggressive in their marketing and the government has been supportive. Only time will tell whether the Indian market would fare any better for the Telecom majors than their Chinese and European counterparts.

Mirk

The Complete Article

Advertisements

Tata Docomo has turned thousands of its retail shops in experience stores where one can come and experience the features of Tata Docomo 3G. The company also conducted a lot of outdoor campaigning activity, some of it being very innovative in nature.

Reliance new campaign for Reliance 3G is quite mundane. Though the ads go on explaining about the new services that are being offered it fails to generate any excitement about the brand. The ads lack the energy and the hoopla that has been created around 3G by other brands.

Aircel has moved up the ranks pretty quickly and I feel this is due to its connection with the Indian cricket team captain, MS Dhoni. It is offering quite a lot in the 3G network. It has been quite innovative in its offerings.

Idea 3G is again, I feel not a very good campaign by Idea. After a very successful ‘What an Idea’ sirji campaign featuring Abhishek Bachchan, the present ads haven’t done a bit to woo its audience. It is just another campaign to me. In fact I was a bit disappointed after seeing these ads.

The complete article

Let me remind you that the European market, where 3G was introduced in 2003, turned profitable for the mobile phone companies 2-3 years back. So it could be a long wait for the companies and especially when they have invested so much. But as I said the Indian market is transforming at a stupendous pace so I think the mobile phone companies here won’t have to wait that much.

Currently, a lot of them are using experiential marketing to develop the market. Bharti Airtel has launched a campaign wherein it has several red coloured buses or the famously known “3G buses” on the move in some of the major cities. Users can step into these buses to get an experience of the 3G mobile services like mobile TV, video calling and online gaming. Apart from that they are also trying to induce some excitement among their customers with the new Airtel tune. It’s Print and outdoor campaigns also scream ‘Airtel is here’. It has joined hands with Nokia for its 3G network which might be a smart move.

The Vodafone’s 3G ad campaign is brilliant. It’s success from the Zoo Zoo campaign can be judged from the fact that it has been the highest gainer in terms of number of users who have decided to change operators while keeping the number same. Zoo 3G, the new superhero of the Zoo Zoo community is everywhere be it online or offline. One can see these ads floating on YouTube, ad portals, journals, billboards etc. It is a perfect example of how integrated marketing communication is carried out and truly depicts the personality of the brand – Faster, smarter and better.

The complete article

Doomsday for traditional media

The media industry is going through a challenging phase. Despite of the ongoing economic recovery the media industry is facing some serious problems. Traditional Media such as Television and Newspapers are now facing revenue problems as opposed to the previously faced audience problems. New media like the internet have far more graver issues to handle, the biggest of them being their struggle with the risk of unsustainable business growth. To add to the problem, the ad revenues are also falling. Although the media industry has found a new way of disseminating information via Facebook and Twitter but it has its own challenges.

The industry as a whole is going through a transformation phase from traditional to modern. Newspapers are finding it increasingly difficult to compete against its internet counterparts. Traditional radio broadcasting is taking a beating from satellite radio and digital mp3 players. The demand is not growing as quickly as the availability of content due signifying intense competition. Mass Media is losing its influence. With the rise of Web 2.0, the net itself is becoming a mass medium.

Is it time for us to bid adieu to traditional media channels and accept the fact that modern media channels are far more superior to their traditional counterparts? I feel that the traditional media channels are in a danger of being extinct!

Mirk

This name has been synonymous to instant noodles in India for nearly three decades. In fact India accounts for the highest level of volume sales for Maggi. It has been the single dominant player in the category with no major competition for a long time. There has been some competition from Top Ramen but due to its limited distribution network, it has not been a major threat to the Nestle brand.

It was a couple of years back when big companies like GSK, HUL, ITC and Big Bazaar decided to enter the market. They entered the market through their power brands like Horlicks and Knorr. They offered a number of variants and flavours to the customers. As it is Maggi was never considered to healthy by the Indian mom.

A survey conducted by Nielsen shows that Maggi’s market share has fallen by around 15 percent since the launch of these new brands. And let me remind you, this happened in less than 2 years. We got curious by this data and wanted to understand the reasons behind this huge fall. Although we already knew that Maggi was the only dominant player in the category and any new major entrant would lead to a result in a fall in Maggi’s market share. But to have a better understanding about the great fall, the possible reasons behind it and the possible actions Maggi should take going forward we conducted out a research of our own.

Part 2
Read the complete study here

Other related articles:
Britannia vs Kelloggs

Our research tried to analyze the reasons for the loss of Maggi’s market share. The research done by us provides an insight into what a customer wants from the instant noodles and what should be Maggi’s focus to recover its lost market share. Various tools like surveys, focus group discussion and quantitative methods as well as secondary sources of information have been utilized for the purpose of analysis.

Maggi has always been a fun brand with a “good to eat, fast to cook” anytime snack image among different age groups. Opportunities arose in terms of reach. Hence the onus of the company has been to make it easily available in various sizes and affordable rates, catering to different categories of users.

The Indian has not been too adventurous when it comes to trying out new flavors. As a result, Maggi has settled for standard flavors like curry, tomato, masala and chicken and hasn’t done much experimentation with other flavors. But ITC, HUL and GSK now seem to have woken up to potential of this category which is growing at over twenty percent consistently for the last few years. It is these players who are introducing the Indian consumer to newer flavors and asking them to experiment beyond Maggi.

Part 3
Read the complete study here

Other Related articles
Britannia vs Kelloggs
Cadbury Dairy Milk

HUL and GSK are playing on their strengths of their strong distribution networks and strong media presence. HUL has extended its Knorr franchise. It combines noodles with soups and soups are generally considered healthy. GSK, with its Horlicks extension has launched Foodles, which is a multi grain noodle, pegged as healthier alternative to maida noodles which have been the most popular variant of Maggi. In terms of brand name all Horlicks, Knorr and Sunfeast have a wide ranging appeal because they have products that have extensive recall.

Nestle is not sitting idle. They have reacted to the situation by launching its Multigrain noodles. It has also launched new flavors like curry and capsicum. They have come also come out with a new campaign to engage the consumer to retain brand loyalty.  Through this interactive campaign they are trying to reinforce the emotional connect with its consumers.

Our research has confirmed some of these facts. We conducted a focused group discussion of ten people and following were our observations:

  • · Instant noodles formed an important part of their menu especially when shortage of time
  • · People also liked Maggi due to convenience of preparation
  • · Many respondents were not aware of the new brands
  • · Consumers preferred variety of flavors as compared to plain Maggi
  • · They consume Maggi for snacks, and when they want to have a quick bite

Part 4
Read the complete study here

Other related articles
Britannia vs Kelloggs
Cadbury Dairy Milk

%d bloggers like this: