Godrej Unveils "Godrej Aer"-Air Freshner

Godrej Consumer Products has entered into the high potential air care segment with the launch of its air freshener brand ‘aer’. The company offers in three distinct fragrances i.e, Cool Surf Blue, Fresh Lush Green and Petal Crush Pink. Godrej offers air fresheners for both homes and cars. In the car air freshener segment, Godrej launched a dashboard perfume and a diffuser priced at Rs. 299 and Rs. 225 respectively. In the home care segment, aer will be available in an aerosol format around Rs. 110.

Godrej aer was positioned on the promise that what it delivers i.e delightful experience through its fragrance. Even the TVC also compliments it. 

Watch the Ad Here 

The ad campaign shows a young man getting into his vehicle, and was told that his new Aer car fragrance has magic in it. Not the one that will make his car bigger, or make him immensely popular/better, but just simply that it has a great fragrance that can be started with the click of a button. Definitely, the positioning was unique, not exaggerating what it does, instead simply communicates what it can deliver.

The air care market in India is estimated at Rs. 300 crore which is a fast growing household accessories market fueled by changing preferences among Indian consumers. This can be  attributed to the increased purchasing power of people, better living standards, exposure to internationally available household products. However, air care category is still in its nascent stage in India. Having seen the huge this potential, Godrej has launched its air freshener brand to establish a foothold in air care segment.

Aer has to face competition from existing domestic and international brands such as Air Wick, Ambi Pur, Glade, Renuzit, and Odonil. The company sources says that its USP is its design and fragrances. And certainly, Godrej has taken lot of care in product differentiation, claims to be the first branded player to offer a product in the dashboard/cup-holder segment in India. The company expects high brand recall for this product due its design innovation. Moreover, company expects greater scope for growth in this rapidly growing product category. In near term, it would add new fragrances and automatic sprays to its portfolio.

Dyna Soap From Anchor

Anchor Health and Beauty care is one of the FMCG companies, part of Anchor group which was founded in the year 1997, launched FMCG product such Anchor tooth paste, gel, tooth brush, tooth powder and beauty soaps. Dyna is the Beauty Soap brand from Anchor health care company. The soap brand is available in four different variants i.e Saffron & Sandal, Milk & Rose, Milk & Almond, Lime & Aloe Vera, and Blue Berry & Olive Oil. Actually the soap brand was launched in the year 2007, and entered the league of top ten brands in India. Recently, I tried the brand and it was really good and considered a value product for the price it charges. The soap comes with 76% TFM which is the best and skin friendly and makes the skin softer when I was used the milk & almond soap. Personally I like the soap and considering adopting it. So friends, you can also test & trial and decide yourself, moreover it is an Indian brand and should encourage indigenous products. 

Cinthol: Alive is Awesome

Cinthol, the popular bath soap brand from Godrej, is making an attempt to bring back its splendor through a new ad campaign. At last, Brand Cinthol decided to reposition its self and launched the new ad campaign. The brand has new tagline “Alive is Awesome”. It seems brand is targeting youth who always want to be alive and live the life to the fullest. And the brand is seriously trying to connect to the next generation consumers. 

The new ad campaign is seriously trying to connect the nextgen consumers and it is clearly visible in the ad campaign.  The new ad missed the natural element and seems the roles were compelled to do so by screaming along with lyrics. With this effort, one can understood that the brand is very serious to uplift the brand and wanna to give new face.

Earlier, in the year 2008, the brand was endorsed by Hrithik Roshan and the tagline was ”Don’t Stop”. With this effort Godrej expected bright future for the brand but unfortunately it was temporary. 

 Watch The Ad Here

By choosing different messages or taglines, the brand is confusing consumers which is not at all acceptable, instead it can stick one messages but present in new way. The brands new positioning element is “Being Alive” which makes a lot of sense with target market like youth- who wants to alive all the time and grab the attention of their peer group. The New Cinthol soap, including other variants comes in rectangular bar form along with paper packaging similar to that of classic Cinthol soap. The rectangular shape and packaging gives the brand a unique identity. On the whole, the new platform makes sense and hope that the brand regains its glory again and sustains further.

Maggi: Two Minutes Mein Kushiyan

Maggi, the familiar noodles brand from Nestle’, roped in Amitabh Bachchan as its endorser. The brand, which is mostly patronized among children. The brand “Maggi” has been highest sold noodles in India and enjoys more than 60% of market share in noodles category. It is the major choice for children in noodles category in previous years. But, things have changed and the brand is facing competition with the launch of Foodles from Horlicks, Sunfeast Yippie and the Top Ramen noodles. Not only this, next gen customers have more choice for indulgence like chips (Lays, Bingo), kurkure and other snack products. Hence the brand needs to prove its existence and stay connected to the consumers.

May be these factors compelled the brand to go for celebrity endorsement and its choice was Big B, who has got immense respect among audience. Needless to say that he is the most influential personality among celebrities. Big B was associated with many brands and they were successful increasing their sales as well.

Undoubtedly, Big B is a great story teller and Maggi tries to build more authenticity through the endorsement. The new campaign narrates stories of customer experience with Maggi and it is highly successful. These stories were provided by the consumers through various touch points created by the brand. Currently, the brand is running a campaign featuring the stories.

Certainly, the new campaign would have brought back consumers who moved away from it. The ad focus on its USP- 2 minutes and ease of cooking i.e convenience and the happiness thereby taking the consumer focus away from health & nutrition platform unlike Sunfeast Yippie, and Foodles from Horlicks.

The brand association with Big B as a strong story teller with real life stories would definitely boost the brand and will help the brand to encounter competition and to retain its market share.

Dabur Amla Signs Priyanka Chopra as Brand Ambassador

India's leading personal care company Dabur India announced the launch of Dabur Amla Hair Oil in a new avatar by signing with Bollywood actor Priyanka Chopra as its new brand ambassador. With this attempt, Dabur intends to give Dabur amla hair oil a youthful, modern look to this brand.

Dabur amla which is a 60-year old brand and the company want to make it more contemporary and relevant with today's lifestyle. Now Dabur amla hair oil comes with new identity with Priyanka chopra's face on the front label.

Dabur Amla had been associated with beauty, long & strong hair for years. The new avatar is also inline with brands beauty association along with youthful appeal. Dabur amla has always been endorsed by beauty stars of bollywood Jayaprada, Sridevi, Juhi Chawla, Karishma Kapoor and Rani Mukherji. Now it is endorsed by beautiful bollywood star Priyanka Chopra as new brand ambassador, a step further in its association with beauty. Recently, Maggi noodles is associated with BigB. Ofcourse, celebrity endorsement is not a new concept and increasingly most of the products are associated with celebrities. Let us hope that the association of Dabur Amla & Priyanka Chopra may help boost the sales of the product further taking it to new heights. 

Dabur Amla hair oil is one of the largest hair oil brands in the country with more than 60 million consumers and is the largest brand in Dabur's portfolio. And its new tagline is " Mazbooti bhi, Khubsoorati bhi" that can be translated to strong and beautiful.

DS Group Launches YOMIL-One Minute Shake

DS Group, a fast growing diversified conglomerate, with popular FMCG brands like Catch and Pass Pass, announced the launch of its powdered milk drink ‘YOMIL’ (one minute shake). The company, which had launched ‘Piyoz’ brand in June this year plans for expanding its powdered beverage portfolio with the launch of YOMIL. The company claims that YOMIL, is first of its kind product in the powdered beverages with milk base. With ‘YOMIL’ one can create refreshing flavored milk shakes in one minute just by adding water. YOMIL does not require milk or sugar and is a rich source of energy with the goodness of Protein and Calcium too.

The product offers consumers  convenience (in one minute) and offers value-for-money with  the goodness of a milk shake which is the USP of the product. The product is currently available in four Indian flavors i.e  Choco Milky, Milky Mango, Milky Rose and Milky Kesar Badam. DS Group may position its product as a compact, convenient  and healthy alternative to the carbonated drinks. 

YOMIL is available throughout India right from grocery stores to modern retail outlets. Each sachet of Rose and Mango flavor is priced at Rs 6 for one serving and at Rs 12 for two servings, while the Chocolate and Kesar Badam flavors are priced at Rs 7 for one serving and Rs 14 for two servings. The product will be retailed through Group's existing strong distribution channels with existing portfolio.

Lux Extends to Deo

HUL, the leading FMCG gaint in India has extended its Lux brand to deo.   In recent times, one can observe huge brand activity in deo market, with new brands being launched, which witness growing market along with competition. The deo market is estimated to be around 1300 crores growing at 40%. Growth in this segment can be attributed to growing population and increasing spending on personal care products among youth.

HUL is a pioneer in creating deo segment with its Axe brand and still want to main its leadership. It has also got anti perspiration deo Sure and Dove. Lux brand has soaps and shampoos, bodywash. Despite of that why HUL extends Lux to deo.

The main reason could be to avert competition by launching its product and to retain its market share. Moreover, HUL might be worrying about the deo launches by its competitors in this category. HUL might be of the view that LUX huge equity will help boost the sales of the new brand. But it has to remember that its previous experiences of brand extension to deos are not successful. Instead of diluting brand equity of existing brands, the company can focus on launching new brands.

TATA UNVEILS "WATER PLUS": INDIA'S FIRST NUTRIENT DRINKING WATER

In an attempt to expand its market share, TATA Global Beverages Ltd., and PepsiCo india's joint venture, NourishCo has launched India's first nutrient packaged drinking water on the brand name “TATA water plus”. The company boasts of the only water of its kind in india. Tata water plus is nutritionally rich in minerals and promotes everyday health. The water contains bio-available nutrients that are easily absorbed by the body. TATA water plus available in two variants - Zinc and Chromium which are known to enhance immunity and improve health. Priced at Rs.16 for 750ml pet bottle. Initially the product will be rolled out in Tamilnadu covering 20 towns and later in other parts of the world. NourishCo, claims that the product was developed in collaboration with international scientists and indian nutrition experts to reduce nutritional gaps among indians.

Vespa: Re-launch

Vespa has made its presence again in the Indian market with new brand identity with the launch of an all new 125 cc model under the brand ‘VESPA’. What is more interesting here, is how Indian consumers will welcome this brand second time.

Going back to the history, vespa initially entered india with the formation of JV between bajaj auto and piaggio, later with LML. The brand has no smooth ride in Indian market with one or two exceptions. The brand could not bring volume sales which led to the demise of this brand. The main reason behind the re-launch of vespa, is that Indian scooter market is growing at a CAGR of 20% and the market is estimated around 2.5 million units. Another reason could be, the increasing interest shown by the consumers towards the scooter segment and increasing scooter sales(Honda activa, TVS wego, pleasure).

What surprises one is the brand positioning. As read somewhere, the brand tries to create new market-lifestyle scooter segment, which falls under psychographic segmentation. And the target market is youth who wants to be different & distinctive through their fashion. The brand has tagline”Fashion Unchanged”. Deliberately the brand uses funky colors to represent youthfulness.

The brand has done really well in terms of design, look and style and the firm is confident on its brand sales in india. The Italian company believes that vespa is the revered and bestselling brand around the world and confident that Indian fashion and style conscious consumers will make vespa, a grand success.

The new Vespa comes with 125cc, four stroke, 3-valve single cylinder air-cooled motor that delivers 10.06PS of power @ 7,500rpm and 10.6Nm of torque @ 6,000rpm. It weighs 114kgs with a fuel tank capacity of 8.0 litres and with a price tag of Rs. 66,661 (ex-showroom Maharashtra).

Typically, price conscious Indian consumers look for value/utility while making a purchase decision. This could be a challenge for the company to communicate value to the consumers. The brand seems to be expensive and can be made affordable to see the brand a grand success.