Friday, April 18, 2014
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Monday, April 14, 2014
The actual sale takes place when a sales outlet pushes our brand, Is it a sound strategy?
Dear VBS,
I want to launch a fairness cream in the market. Though we are having pretty good sale through the network of sales outlets across India we end up paying 40% discount or margin. Moreover, we give a lot of indirect publicity. However, none heard about our products, the actual sale takes place when a sales outlet pushes our brand, because they will earn a fairly good margin. Is it a sound strategy? Please advice.
Sir,
I saw your product which you had given me and first of all I would appreciate its packaging and color you have used. You have done a wonderful job.
To get your product tested, I had given it to our maid and asked her to use it for two weeks and get back to me. I waited for a fortnight. Later, she informed me that the product was good and being a dark complexion girl I could find some changes too whenever she visit us.
What you actually need is Branding Communication.
The market is over crowded with fairness cream Brands, I personally believe that even men are obsessed with fairness. May be female competition in the Corporate sector might have compelled these male folks to try fairness to keep their job running and hearth smoking for two times meal.
The market is thick for this product and Branding and acquiring market size is a challenge.
No doubt.
| Market size | Products | Brand | Result | Market share |
| Rs.1500-1800 Cr. | Garnier light |
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| Fair & Lovely |
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| 76% |
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| Cavin Care- Fair Ever |
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15% |
| Market growth-15-20% | Dabur | The Dabur Uveda Complete Fairness Cream with SPF 20 and the Dabur Uveda Lightening and Radiance Mask. | They not only give instant fairness in 15 minutes, but also help in removing tan, breathe new life into the skin by removing dead cells and unclog the pores, |
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| Fem |
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| Vicco |
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| Fair one |
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| Fair ever |
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| Himani |
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Most of the consumers prefer HLL's 'Fair & Lovely' fairness cream. The awareness level of it was also higher for this brand. Consistent portion of them also prefer Cavin Kare's 'Fairever' and were aware of it. Only very few consumers prefer brands like Vicco, No marks, Fair and Handsome and Fair glow. Most of the consumers buy fairness creams in order to get 'fairness'. TVCs play an important role in creating awareness towards various brands of fairness creams.
Target Audience:
Below 25 age group – 35%
Between 25-35 - 42%
35+ -11%
Male- 25%
Female- 75%
Education:
School & College going- 56%
Working & House wife- 35%
I would suggest you to launch this product though a TV commercial in Tamil Nadu. Though your suggestion of Bihar may be a good idea, but the economy of two states are different in line all together. Tamil Nadu is better developed and sound economy whereas Bihar is a remittance economy. The Tamil community is obsessed with fairness as compared to the Biharwalas. The spending habit of Tamil on cosmetic items is better as they have the complexion issue ever since.
Fem was launched in the southern market and it is one of the milking cows for the Company now. Let us have a shot.
Make sure that Radio ads in AIR are done well too. Because, the local radio of All India Radio gives better coverage as compared to its FM counterparts. TV Commercial should focus on not only the fairness, it should highlight the time frame one can attain fairness and it should be permanent. If the product has some features in this attributes we have to high light them.
Danglers will do wonder at all outlets. Also open a Facebook page and run a competition and send mailers in which attach coupons for discounts for any repeat purchase. POP should be designed well and visible on every sales outlet.
Try to sponsor some woman’s programs to get Brand recognition. From there we will take it to another state. We may need a six months program to get a little market share.
Regards
V Bright Saigal Brand Doctor & Creative Consultant (PG-Advertising &PR-IIMC –Delhi)
www.cmavoice.webnode.com C&MA Brand Cliniq Books: www.ivtbookstore.blogpot.com
C&MA Brand Consulting
www.cmavoice.webnode.com
Lullaby - A Collection of Poems &Stories
http://www.amazon.com/gp/product/1257908715/ref=ox_sc_act_title_1?ie=UTF8&m=ATVPDKIKX0DER
Tuesday, April 8, 2014
We are launching a Tourism Magazine, but so far we couldn't manage to get ads for the Magazine.
Dear VBS,
We are launching a Tourism Magazine, but so far we couldn’t manage to get ads for the Magazine. Could you please guide us?
Sir,
Print Media is struggling and the industry is in a very bad shape. And you have launched a niche magazine which is competing with the established brands Like “Lonely Planet”. Many media houses and Book sellers have pulled down their shutter with the emergence of the online media- the future of the future.
I would suggest you to focus on the content. Add the important brief information of the strategic locations –of tourism spots and reserve the face page for the content.
The back page you start a classified section. The way TOI and HT doing these days. 90% of their revenue now comes from Real estate and classifieds.
Every page can carry 12 visiting card size ads for which you can charge Rs.700/- each- total page will give you Rs.8400/- revenue. If the tooltip ads in the Magazine are around 20 pages- for example – you will earn Rs.1 lac.
This would help you to float in the market and survive till the circulation and readership catches up to invite the big brands to consider you to give their ads.
Till then go like this.
1. Tourist places –locations
2. Eateries
3. Travel info.
4. Travel agencies
5. Hotels
6. Inns
Sales and other events to be added. It should be monthly information packed Magazine that would be a guide for the Foreigners and other visitors.
Regards
V Bright Saigal- Brand Doctor & Creative consultant (PG- Advertising7 PR-IIMC –Delhi0
C& MA Brand Cliniq
Bookstore: www.ivtbookstore.blogspot.com
E-mail; vbrightsaigal@gmail.com
C&MA Brand Consulting
www.cmavoice.webnode.com
Lullaby - A Collection of Poems &Stories
http://www.amazon.com/gp/product/1257908715/ref=ox_sc_act_title_1?ie=UTF8&m=ATVPDKIKX0DER
Monday, March 31, 2014
My Brand is not doing well in Delhi Market
Dear VB,
I am running business of manufacturing and selling digestive tables called ABC –Goli. The product has been doing well in West Bengal and Assam, but recently I launched it in Delhi after leaving the family venture. In Delhi, the product is not sold well and I am at loss.How can I catch with the trend of the new Market? Please advice...
Sir,
I have received your packet by mail sent by you as per my request. Because I wanted see the product.Along with the product I received dangles and packaging you use these days.
First of all I have tried to eat a few tables. The taste and aroma were good to attract any customer. However, the problems are many. When I kept the product in open air for a day I found the tablet was melting down and becoming sticky. No customer will like it. It may create concern of its hygiene side in any customer’s mind for sure.
Secondly the packaging was not attractive, no middle class will find it attractive and the others will simply avoid it. I am sure.
Finally, the danglers and the other marketing material were sub-standard, in designing and presentation. I would suggest an over total re-engineering for this Brand’s rejuvenation.
Re-design the Marketing material required. Brilliant colors and Art direction are minatory.
The packaging, I would suggest either go for blister packing if you want to continue the product in round size of today or else, create a new product style –like round single tablet –pressed in die-mold. Then, go for pouches-again get the pouches designed in a very attractive way, if possible- metallic material can be used to make it more hygienic.
The start with-
Some radio ads in FM channels and go for some Outdoor. Don’t go for TV ads.
The product should be positioned as “A Tablet Help Boost Digestion”
Brand statement- “Boost Digestion – Any Age –Any One”
Danglers hang at every possible outlets.outlets. Distribute some fliers too.
Let it go like this for six months.
Regards
V bright Saigal – Brand Doctor& Creative Consultant (PG- Adverting &PR-IIMC-Delhi_
C&MA Brand Cliniq
Send Questions to: vbrightsaigal@gmail.com
Call for appointment: 91-9313004647
C&MA Brand Consulting
www.cmavoice.webnode.com
Lullaby - A Collection of Poems &Stories
http://www.amazon.com/gp/product/1257908715/ref=ox_sc_act_title_1?ie=UTF8&m=ATVPDKIKX0DER
Saturday, March 22, 2014
None Buys My Product. What should I do?
Dear VBS,
I have been working with a corporate firm that sells water purifier. Recently, I resigned and started my own water purifier selling agency and also launched my own brand of water purifier. But, for my surprise none buys my product. I have priced it 50% lesser than the market rate, still none prefers to buy my Brand. What should I do? Please advice.
Sir,
You had an ambitious plan and you launched a product that you expected to sell, unfortunately it back fired. You might have given price cut up to 50%. But have you thought about the parameters a customer considers before buying a product? You might not have done.
The customer always looks for safety of his family members and their health before buying a water purifier. Yes, price matters, but when you have offered a cheap rate the Brand image as come down and added more suspicion in the customer’s mind.
I would suggest you to design a good packaging and communicate health, purity and durability in your Marketing communication. Increase the rate a little more and keep it 20-25% difference. This would dispel unnecessary suspicion in the customer’s mind.
Also do some promos and Social media PR. I would call it as BRM – Brand Reputation Management. Set up canopy sales counters in the residential colonies and introduce your products and display as many danglers at every sales point that sells the similar products. Instead of offering high discount give 40% margins to the indie-sales outlets that sell the similar products and ask them to push your product.
This will move your product from the shelf to the houses.
Regards
V Bright Saigal- Brand Doctor and Creative Consultant.
C&MA – Brad Cliniq
If you have any Brand related problems ask your questions to V B right Saigal: email: vbrightsaigal@gmail.com
To fix up an appointment: Dial:
91-9313004647
C&MA Brand Consulting
www.cmavoice.webnode.com
Lullaby - A Collection of Poems &Stories
http://www.amazon.com/gp/product/1257908715/ref=ox_sc_act_title_1?ie=UTF8&m=ATVPDKIKX0DER
Tuesday, February 11, 2014
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Tuesday, February 4, 2014
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