2010

History of three products in india Cadbury,Lux,Asian Paints

Ritika maini(34) ndim

10/20/2010

Cadbury Dairy Milk (The Real Taste of Success)

What makes a successful brand? Carves out a distinct role in the consumer s life Constantly delights the consumer year after year Consistent value proposition Local expressions of universal needs Elicit a WOW at any given time What does CDM stand for world-wide? Brand Promise Cadbury Dairy Milk is the most delicious, best tasting chocolate. A moment of pure magic. CDM is Chocolate Brand Character Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness (fun, wholesome, reliable), to the personal values of individual enjoyment. It stands for goodness. The Indian Chapter The Challenge

 Get people accustomed to chocolates- primarily seen as a western taste Do so by reaching out to the masses in a land where mindsets and preferences are as diverse as the country itself CDM in the 80 s Brand was considered as a surrogate of parental affection for their children The chocolate goodness (appetite appeal) was being harnessed The Expression CDM positioned as The perfect expression of parental love Sometimes a Cadbury can say it better than words

Category audits in early 1990 s Chocolate are meant for kids only Seen as an indulgence product Negative associations Too much was bad Bad for health

Key Issue With communication consciously addressing kids, consumption also got restricted within the same segment resulting in brand stagnation Marketing Challenge To expand the consumer base by making CDM aspirational and desirable to the adult segment The Unshackling of CDM in 1994 Communication Task To increase category relevance, give consumers a taste of life the Cadbury Dairy Milk way - real, fun and free. Integrate the "real" chocolate of Cadbury Dairy Milk to "real" feelings. What was the consumer saying?? Extensive brand audits on the consumer pulse revealed that Cadbury Dairy Milk moments were spontaneous, carefree, special, real moments. So, what if these moments were brought back to life even for adults? The atmosphere at that time The new resurgent India. The era of globalization had sowed the seeds of I wanna break free syndrome Avenues for freedom for expression were more than welcome The BIG idea Cadbury Dairy Milk-

The chocolate for the kid in all of us. The Communication The Real Taste of Life Brand Positioning CDM is the perfect expression of spontaneous, happy, joyous feelings. Eating CDM provides the Real Taste of Life experience

And the result Vol.gr parameters 94 vs 93 category 12 Moulded segment 22 brand 31 Legitimizing of CDM in 1998 In 1997 Hurdles at a competitive level Launch of Kit Kat which was considered as young, trendy, future, exciting, smart Threat from imported premium moulded brands like Lindt, Ritter, Van Houten Hurdles at the communication level Real Taste of Life Campaign cut ice with the metro audience, Vol.gr. 95 vs 94 43 52 54

 The barriers of Middle/Bottom end consumers still remained to be addressed As a result, brand growth rate was slower than the chocolate market growth What next??? y The Indianisation of the brand To increase width of consumption by entering the Indian mind-space Make CDM part of Indian customs and mores

y CDM to be the Real Taste of Everyone's Life.

The twin platforms For Regular users Position CDM as the gold standard in taste amongst chocolates Creative Idea I will do anything to eat my CDM For Infrequent users Position CDM as the chocolate meant for everyone Chocolate = CDM Creative Idea You don t need any special reason to eat CDM

The result... y Vendor TVC s cut ice among both heavy as well as marginal user y The strategy helped increase brand penetration (specially in smaller towns) leading to a brand growth of around 40% y Volumes grew by 34% post ad exposure (i.e Jul-Dec 00) vis--vis pre ad period (i.e. Jan-Jun 00) y Overall CDM volumes of 2000 grew by more than 30% over 1999

Parallel initiatives y Beefed up distribution system (grown by over 60% over past 5 years) y Increased points of contact (Bringing CDM closer to the consumer) The third discontinuity CDM in 2002 Competitive Environment Influx of several brands at various price points offering greater perceived value While attitudes towards chocolates softened, consumers flirted with options The Challenge Reinforce pre-eminence of the brand

The Execution Product

Range of new, international pack formats a CDM for every need

CDM for every need For chocoholics -

CDM Chunky

For Connoisseur -

- Bournville

- Fruit & Nut

 Gifting - Gift packs

In-home consumption

Muh Meetha Karna

The Execution Communication Reinforce relationship of brand in the consumer s life

The Sweet Taste of Success

450 400 350 300 250 200 150 100 50 0 93 95 97 99

A brand that captures your mind gains behaviour. A brand that captures your heart gains commitment

Index

Commitment to the brand India CDM Intl. Choc. Brand in India

Bonding Advantage Performance

68% 84% 85%

8% 64% 77% 84% 99%

Relevance Presence

89% 100 %

Our goal Ensure a CDM in very pocket Lesson A Brand is a Brand is a Brand As long as it connects with the consumer, remains relevant & excites her, it doesn t matter whether it s Indian or not

The Brand Belief CDM is the best tasting chocolate - a moment of pure magic CDM is chocolate, the others are simply makes of chocolate

Opportunity The traditional sweet market in India is worth a whopping Rs. 11,000 crore (3.5 times Australian chocolate market). Positioning Review Cadbury India realized that in our very positioning of "parental love", growth was being hindered. The lead task was to make chocolates acceptable and accessible amongst adults and erase the kiddy connotations. Current Tasks Maintain the growth trend of the brand by Enlisting new users Upgrading marginal users Need to expand the market, especially in the lower SEC / POP Strata Need to increase Per Capita Consumption among regular users And communication needed to... y Soften attitudes and drive width of consumption in small towns y Casualize chocolate consumption in an attempt to increase AWP among regular users

Brand power in India

Bonding Advantage Performance Relevance

68% 84% 85% 89%

2% 45% 65% 75% 89%

8% 64% 77% 84% 99%

Presence

100%

Cadbury Advertising Timeline 1867 Cadbury Cocoa Essence began advertising. They highlighted the purity of the product with the slogan Absolutely pure, therefore best. 1900 Cadbury gained the help of a popular artist Cecil Aldin to create a series of posters and press adverts to advertise their products. 1920s-30s Cadbury promoted their products through the war by creating the Chocolate Mystery Man character. He gave out free gifts, but only if he could be found. 1928 Cadbury Dairy Milk poster campaigns began using the iconic glass and half slogan and image to stress its high milk content. 1930s

Cadburys status as the nations favorite brand becomes the most important feature of the companys advertising. 1938 150,000 people went on the factory tour every year. It began in 1902 to link people more closely with Cadbury. 1939 During the 2nd World War Cadbury Dairy Milk disappeared. Cocoa and chocolate was under government restriction and only rationed chocolate was sold. 1951 The Bourneville Story, a film promoting Cadbury, was made and shown cinemas around the country. 1955 Cadbury Drinking Chocolate was one of the very first ads on commercial television in this year. 1957 Cadbury commissioned thirteen one-minute films shown as TV adverts. These ads described the harvesting of the Cadbury chocolate ingredient. 1959/60 Flake TV advertising began; it used the iconic theme of a woman sensually enjoying a bar of chocolate on her own. 1970-1974 Memorable television ads raised the sales of Cadbury Fruit & Nut and Whole Nuts by 73% (everyones a Fruit & Nut Case, NUTS whole hazel nuts). 1983 The Wispa Bar launched including televised ad campaigns featuring comedians and comic actors talking about the new bar. 1990 Cadbury World opened a 10 million replacement for factory tours. 350,000 people visited in the first year. 1996

Cadbury began a 10 million annual sponsorship of Coronation Street, reaching an audience of eighteen million people. 2007 The Cadbury Gorilla ad premiered, immediately becoming one of the most popular adverts in recent years.

Cadburys Christmas Club advertisement poster - 1935

Up until the year 1928, not a lot of money was put in to the advertising of the products. By this year Cadburys was the best selling chocolate company in Britain. The Join our Christmas club for Cadburys chocolates poster is from the year 1935.

Lux Inspiring Beauty

LUX S PROFILE

Manufacturer Type

: Hindustan Unilever Limited : Bathing Soap, ShowerGel, Toilet Soap

Origin

: United Kingdom in 1899

Advent in India : 1929 C.E.O Chairman : Mr. Nitin Paranjpe : Mr. Harish Manvani

C.E.O - Nitin Paranjpe(right) ,CHAIRMAN - Harish Manvani(centre) & P.W.E - Douglas Baillie(left)

HINDUSTAN UNILIVER LIMITED

y India s largest FMCG company. y y y y Brand Across 20 Distinct Consumer level. Total Sales Of Rs.13,718 crore. Holds 52.10% Of The Equity. Spread in 100 Countries Across The World.

OTHER HUL BRANDS

THE JOURNEY OF LUX

y First Launched In U.K In 1899 As A Flaked Version Of Sunlight Soap. y Target At Delicates. y Derived From Latin Word For Light . y Leela Chitnis As First Brand Ambassador. y 1958 Showered With Five Colour Range. y Lux Facial Wash, Lux Beauty Bath, Lux Beauty Shower Launched In 1992.

Wine Roses , Glowing Touch , Sparkling Morning Were Launched In 2005.

y Endorsement Of Filmstars.

MARKET SEGMENT

PREMIUM CLASS

POPULAR CLASS

MARKET SHARE OF LUX SOAPS IN SOAPS SEGMENT(2008)

3.30% 3.20% 2.50% 2% 1.90% 15%

73.10%

Dettol

PEARS

LIRIL

MARGO

MYSORE SANDAL

OTHERS

POSITIONING y Synonymous to beauty in Indian as well as international market.

y Saluted feminine beauty and confidence. y Legitimized beauty for women.

y Targeted all market segments. y Unique brand availability : rural & international market. y Created an aspirational value that no other soap brand could create. PRODUCT y y y y y y PLACE y Widespread brand availability. y Has a strong presence in India, Pakistan & in many foreign countries. y Available in a local store in a small town as well as in Size Product Variety Packaging Size Product Variety Packaging

y well renowned retail outlets in metropolitan cities. PROMOTION y Key strategy : Celebrity endorsements. y Sponsored - Lux face of the year award at Film fare. - Lux Zee Cine awards. - Lux Style Search. y Widespread brand visibility. y Unique concept : Ingredients you can see in the soap. y Promotional campaign : Lux star bano, aish karo .

International arena y Hollywood actresses have marketed lux as a beauty enhancer. y Advertisements featured Marlyn Monroe, Elizabeth Taylor, Demi Moor, Jenifer Lopez, Catherine Zeta-Jones. y Paul Newman was the first male to star in a lux advertisement. Indian scenario y Leela Chitnis : First matinee idol who endorsed lux

y Initially branded itself as beauty soap of filmstars

y Endorsed by ------Madhubala,Babita,Hema Malini, Madhuri Dixit, Kareena, Aishwarya, Priyanka Chopra,Sridevi,Juhi chawla

y Adopted a new concept with punchline mujhme star jagaye .

y Commercial with another punchline surat bhi hai khoobsurat bhi hai . y Focused on an ordinary girl s star quality.

y y y y

Launched promotional campaign: har star lucky star Celebration packs endorsed by Hema Malini,Sridevi, Juhi Chawla,Kareena Kapoor Lux alongwith advertising agency JWT, chose Shahrukh Khan alongwith four bollywood actresses to endorse the brand.

Man making a beauty splash !

COMMUNICATION STRATEGY y Losing its relevance.

y Competing Brands Had Adopted Similar Strategy.

y New Communication Strategy. o Film Stars Continued to Feature In o Advertisements.

o Distinct Shift In The Norms. y y New Punch line. Message that new campaign communicated.

Beauty is not a colour or a fragrance it s an attitude ! Lux invites you to wear this attitude everyday, to enter a world where we celebrate the pleasures of beauty. Lux . Play with beauty.

Asian paints

Asian Paints is the market leader in the highly fragmented and highly competitive Rs 7750 crore ($1.73 Bn) Indian paint Industry. The organized sector constitutes around Rs 5400crore ( $1.2 Bn).

Asian Paints started its journey in 1942 with four young men in a garage in Bombay. The name Asian Paints was picked randomly from the telephone directory. The brand has traveled from that garage to become a Rs 1000 crore brand. From 1968, this brand occupies a premium position in the Indian Paint industry. The story of the evolution of Asian Paints as a brand is interesting. The brand now has an iconic status in the industry thanks to some blockbuster big ideas from O&M. The brand once positioned as a mass market brand has evolved itself to a higher plane. Indian paint industry can be broadly divided into two segments a. Decorative segment which constitutes the wall paints : exterior and interior, wood paints etc b. Industrial segment which consists of automotive paints, and paints for industrial sector. Decorative segment constitutes around 75 % of the total paint industry and Asian Paints is the market leader with around 44% share. In the Industrial segment, Nerolac is the market leader. In the decorative segment, it is interesting to see how Asian Paints have changed the buying process of the product like paints. Paints are usually considered to be a low involvement product. In earlier times, the decision of the brand was taken by the builder/contractor and the home owners does not involve much in the process may be the decision of color rest with the house owners. Asian Paints realized the need for brand building even during sixties. But at that point of time, the company had a wide range of brands/sub brands. The focus of the company was on product innovation and service network and managing quality proposition. The brand focused on mass and rural market. Asian Paints had a mascot called Gattu who was created by the celebrated cartoonist R K Laskhman. These efforts made the brand a leader during the late sixties. Then the company realized that although volume justified the leadership position, share of mind for the brand was very low. That was the result of the mass segmentation adopted by the brand. Rightly so because the industry was driven by

channel driven promotions, building a brand at that time was" uncommon sense". During 1983, the company tried to reposition the brand as a premium brand. Asian Paints initiated the corporate campaign aimed to position the company as the number one player in the industry. The objective was to upgrade to a more margin premium product marketer .The corporate campaign " Spectrum of Excellence" was aimed to increase the Salience of the brand in a quiet market. But this campaign failed to inspire any interest in the consumers and the company felt that the market is moving towards a commodity market where price is the most important differential. Asian Paints undertook a consumer research aimed at understanding the perception of consumers about the product category. The research revealed lot of interesting insights. Consumers felt that paints could change the mood of the space and it was a sign of festival and plenitude. It could make a gloomy place bright and pleasant. From this insight came the campaign of Asian Paints associating itself with festivals. Research also confirmed that customers tend to repaint their houses on the occasion of festivities. Thus born the campaign "Celebrate with Asian Paints". The campaigns were carefully crafted and there were different campaign for different regions. These campaigns effectively enhanced the brand equity of Asian Paints and established itself as a premium brand. More than that , these campaign ensured an emotional connect with a brand in a low involvement category. The brand also phased out many sub brands and rest of the sub brands was brought under Asian Paint's umbrella brand. During the late nineties the brand had to be reinvented. Because no longer festivities formed an important part in ones life. Since many brands went after festival seasons, the positioning platform has become cluttered. More over the consumer buying behavior has changed. The category was becoming less seasonal. People started associating more importance to home decor and interiors. The choice of color became a high involvement decision. From a low involvement category, paint was increasingly becoming a high involvement category. The brand also went in a brand overhaul. The logo was changed to a contemporary up market one designed by Enterprise IG based in Singapore. The logo/design was to convey self expression, sophistication and Technology.

Thus came the birth of a wonderful positioning strategy created by O&M. The insight was that the brand is about people and homes and homes reflect the people living in it. Hence " Har Ghar Kuch Kehta Hai" translated to " Every Home has a story to tell". This campaign is a perfect example of a brand laddering up and connecting to a higher level in the mind of the customer. The campaigns reinforced the brand as a premium emotional brand. Along with the campaign Asian Paints also ran parallel ads for its sub brands. Saif Ali Khan endorsed the premium brand Royale .For Apex Ultima, the campaign was highly localized and was different in different market. Taking a cue from the success of Ghar campaign , the brand took ownership of the COLOR. The insight is that each color has a story to tell. The latest campaign reflects on the color and uses the campaign " Har Rang Kuch Kehta hai" translated to "Every color has a story to tell".The brand is so serious about the color that it has tied up with IIT to explore new colors and conduct research on colors. Asian Paints is a classic branding story and the brand is still exploring and growing.

In order to increase revenue, AP concentrated on the smaller towns ignored by multinationals. In 1954, Asian Paints asked the famous cartoonist R.K. Laxman to create a mascot for the company, and from his pen was born - Gattu - which emerged as one of India's most memorable mascots. In July 2002, India's leading paints company Asian Paints Limited (AP) announced it was dropping its famous mascot - 'Gattu'- from its logo. Analysts were surprised at this move as over the last 45 years, Gattu had emerged as one of the most recognizable mascots in India, leading to instant recall of the company AP. However, the company sources felt that with the changing focus of the company, 'Gattu' has lost his relevance. In 2002, AP was the market leader in the Indian decorative paints segment with a market share of around 44%. It was also one of the top 15 global paints companies. The success of AP has been attributed to its customer-centric approach and aggressive marketing initiatives, which had changed the way industry, functioned AP wanted to be one of the top five companies in the global paints industry by 2007.

In order to achieve this goal, it focused on three main areas - building the AP brand in terms of a new product portfolio, changing its logo and packaging. The new AP was expected to be even more customer-friendly and service-oriented.