Archive for May, 2011


When some countries are boasting of the 4G technology, in India, there is a war like situation among the telecom giants. Everyone including the likes of Bharti group, Vodafone, BSNL and Tata have recently launched their 3G services in India. The price sensitive Indian market is still in its infancy when we talk about ‘3G technology’. Till recently the mobile phone has been used for the basic purpose of calling and text messaging. It is now that these players are trying to develop a wider scope of mobile telephony in the country. And the timing is perfect. The Indian middle glass is growing at an unprecedented rate. Secondly, it is willing to spend more than ever before and it is not hesitating to try newer things. It is willing to pay for convenience now. People are surfing the net on their mobile phones, they are buying smarter phones, they are paying bills online and what not.

Amid this change, this change which is very swift in nature, Telecom majors are trying their luck with this expensive technology. With as much as Rs 68000 crore invested in purchase of the 3G spectrum, I do hope that these companies have a good luck.

The complete article

The timing of the royal wedding couldn’t have been better, especially for Coca-Cola. Wondering where is the connection? Let me explain it to you. London Olympics is a year away and the royal wedding has turned the spotlight on the British capital. Capitalizing on it, Coca-Cola has launched its Olympics campaign, which includes an “eight-pack” of the American athletes who will appear on its packaging and other promotional campaigns for the next 1 year.

These athletes are from backgrounds like diving, boxing and tennis and are potential medal winners for the country. With a huge fan following on social networking sites like Facebook and twitter, the company has got a head start to its London Olympics campaign. These athletes will be the company’s brand ambassadors of active living and they will encourage people to lead an active and balanced life.

This might be a bit early but I feel this is going to get a lot bigger as the games approach. The campaign has already started. A photo shoot was held in Boston some time back. Their pictures will appear on the Coca-Cola cans and bottles. Other activities like in store marketing are expected to begin in the first half of next year.

Mirk

Previous posts:
Cadbury Dairy Milk
Coke’s Nestea
Nokia vs Micromax
7Up vs Sprite vs Moutain Dew
Britannia vs Kelloggs
Tang vs Fanta
Samsung vs Voltas

My favorite of the month

The Dabur Hajmola Mint Masti

It’s a Hajmola tablet with a coating of mint on it. The logic behind it, as per the company, is that one third of all the mint consumed in India is after meals. So now one gets breadth and digestion with a single candy. Priced at 50 paise per tablet, the Hajmola Mint Masti is a first of its kind in India.

This move is a part of the company’s strategy to increase its foot print in the confectionary segment. The mint market however will not be easy to crack as it is led by companies like ITC, Cadbury and Perfetti van Melle which have a lot of experience in this segment under their belts and not to mention their deep pockets.

But the FMCG major seems to be ready. It is planning to undertake both above the line and below the line activities to promote the Hajmola Mint Masti. A TV commercial is in the pipeline. Activities have been planned for colleges and offices. But will Dabur be able to crack it?

The company has had a huge success with the original Hajmola tablet and the Hajmola candy. I think there is only 1 little problem. Will the consumers like the fusion taste of mint and Hajmola? Or will the company be able to develop it with time? I feel this is a nice innovation by the company and it will work out. Probably they can also try the reverse combination that is mint tablet with a coating of Hajmola. Let’s wait and watch how the consumers react to the New Hajmola Mint Masti!

Mirk

Previous posts:
Cadbury Dairy Milk
Coke’s Nestea
Nokia vs Micromax
7Up vs Sprite vs Moutain Dew
Britannia vs Kelloggs
Tang vs Fanta
Samsung vs Voltas

My favorite of the month

Passat vs Kizashi

Maruti Suzuki launched its first ever premium luxury sedan, the Kizashi this year. Appearance and features wise, this car may live up to an individual’s expectation. Its performance and the comfort provided by it might also be above average. But is it value for money? The sedan priced at around Rs 18 lakh might be too much for the brand image that Maruti has in India. Maruti has always had an image of a car which is affordable, has maximum fuel efficiency compared to its competitors and is safe. It has seldom been looked as a luxury brand.

Why wouldn’t a consumer prefer to buy a Passat, which has an image of being in the league of Mercedes and BMW? How difficult will it be for a person who is willing to shell around 20 lakhs from his pocket to take a decision between a Maruti Suzuki and a Volkswagen? Kizashi might score close to Passat in terms of appearance and performance but when it comes to features and brand image Kizashi is no match for Passat.

Besides, Volkswagen has been doing a lot when it comes to advertising. Since its launch a couple of years ago it has been very innovative in its marketing campaigns. Beetle has been a big success. The recent advertising campaign Volkswagen launched for Passat depicts the superiority of German engineering over its counterparts. Its Blue motion technology is unmatched by any other car manufacturer or seller in India.

Though Maruti Suzuki has tried to connect its brand to its consumers as not just an Economic Brand but also a Luxury Brand but will the customers buy it or not is only left to be seen! After all it is their favourite brand.

Mirk

Previous posts:
Cadbury Dairy Milk
Coke’s Nestea
Nokia vs Micromax
7Up vs Sprite vs Moutain Dew
Britannia vs Kelloggs
Tang vs Fanta
Samsung vs Voltas

My favorite of the month

Juice or No Juice..

Hello friends! Another happy experience, this time at Bangalore. So I was at this Total Mall on the Old Airport Road buying some groceries for the party we were organising for our friends and seniors. As you know, no party is complete without hard drinks so I was supposed to buy juices and cold drinks for the drinkers as well as the non-drinkers. I went to the juice section and dear lord; I saw ten different brands of juices all having at least 5 different variants.

As it is I was already confused between a fruit drink, a fruit juice and fruit nectar, now I had ten different brands to choose from. Tropicana from PepsiCo, Real, Real Activ and Real Burrst from Dabur, Minute Maid from Coca-Cola, Saint from Parle Agro, Ceres, KDD and B-Natural are the names I remember and trust me, there were more. Imagine choosing from among 50 products which doesn’t look much different to you.I realized our market is going the US way where one has about 300 brands for every product; yes the number is close to that, to choose from. Poor marketers have no other option but to increase their advertising spends so that they can get the so called share of mind.

Anyways, back to my experience, I selected some of them based on randomization and of course price. 😀

This was just for the non-drinkers and the vodka lovers, but what about others? Ahhh.. the whiskey and rum lovers only need soda and water and the mere thought of all sodas being the same no matter what the brand is, made me happy! 😀

Teng

Posts by Mirk:
Cadbury Dairy Milk
Coke’s Nestea
Nokia vs Micromax
7Up vs Sprite vs Moutain Dew
Britannia vs Kelloggs
Tang vs Fanta
Samsung vs Voltas

My favorite of the month

Tang vs Fanta

Just as it happened in the case of shampoos, it is happening in the beverages segment now. Aiming for a deeper penetration in the market big companies like Coca-Cola, PepsiCo, Britannia and Kraft are introducing products in the lower price segments particularly in the Rs 5 category to drive up volume sales.

Tang, A kraft’s brand under the Cadbury umbrella, has come out with a new campaign with a tagline ‘Aaja Rang De’. The advertisement shows a mother with glassed of the coloured drink who heads out to children who seemed to be disinterested in the goings on. It conveys an idea that the drink gives instant energy and instils enthusiasm. The company had already launched the product in sachet segment but now it has also started manufacturing it in its Hyderabad based facility.

On the other hand, Fanta, the Coca-Cola brand, launched Fun Taste powder sachet in the Rs 5 segment. It’s a pilot project from the company and the company plans to go deeper into the category based on the response it gets from this project.

The organized beverage segment in India is touted to be at around 15 thousand crore of which powdered concentrates contribute as little as 1%. It is believed that affordability may drive sales upwards. Currently, Rasna leads the segment while other players have single digit market share. Well, this is about to get exciting as FMCG majors have started focussing on this category.

Mirk

Other related articles:
7 Up vs Sprite vs Mountain Dew
Coke vs Apple
Nestea

Is it too confusing or is it just smart advertising? One brand claims to kill the swine flu causing H1NI virus, the second one says it purifies air; the third one is capable of detecting human activity in the room and cooling accordingly whereas the fourth one offers the option of pre-cooling one’s home remotely by sending out a text message to the AC, a fifth one claims to energize you and keep you active throughout the day whereas the sixth one has sleep mode and power saving features.

All these brands have moved beyond the core functionality of cooling. The communication strategy of these brands has shifted from the core functionality to trying to differentiate itself with unique propositions. The category itself has moved from general cooling to specialized cooling.

Samsung, with its claim to kill the H1N1 virus has roped in Priyanka Chopra as its brand ambassador. The logic behind the ad is that home occupies a prominent place in one’s quest for a successful life. Research shows that indoor air breeds many viruses, which are causes of major illnesses. Priyanka Chopra enunciates this as she walks through a street watching everyone in their no-wall homes indicating they are unprotected.

Panasonic’s new campaign features Katrina Kaif using a new technology very easily. The company has introduced the new Cube AC, an AC with the features of a split and the price of a window AC, through this campaign. Apart from this new name, I feel, there isn’t anything unique about it. But it’s all about positioning and the ad’s target segment is people in the age group of 25 to 35 years.

Similarly, other brands have launched new campaigns as they look to differentiate themselves from the others. But will the consumers buy it? It might be too early to predict but I feel in a highly competitive market with more than 5 major players this move was necessary!

Mirk

Other Related posts
Nokia vs Micromax

My favorite post of the month

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