In today's complex scenario of 360 degree communications , Brands and Brand Building is taking on a new meaning. To be able to get insights into Brands and their Brand building strategies, exchange4media brings the freshest and in depth perspectives from marketing and brand honchos of leading brands in this new section BRANDSPEAK.
"Saffola provides us with an
ideal platform to capitalize on the trend of increasing health
consciousness by offering a number of new food products that
are able to cater to needs in this area"
- Arvind Mediratta, Head-Marketing, Marico Industries Ltd.
This time in
Brand Speak, exchange4media's Nikhil Gupta speaks to
Arvind Mediratta, Head-Marketing, Marico Industries
Ltd., on positioning of its key brands, insights from
its qualitative research and the likely brand extensions
What were the key insights, which
formed the basis of positioning of Marico's hair oil
brands 'Parachute' and 'Shanti Amla' in India?
In case of 'Parachute' Coconut oil, we
have leveraged the brands' core benefits creatively
to develop advertising that is highly liked by the consumer.
We identified that consumers test the quality of a coconut
oil through its 'aroma.' 'Parachute' is made out of
coconuts that are handpicked in Kerala that gives it
a special, distinctive aroma. This was effectively leveraged
through a highly successful advertising campaign that
saw the market shares move up from 40% in September
2002 to 46% in February 2003. Additionally, with this
film we have contemporarised the image of the brand.
Based on consumer research, we found that the Amla
consumer aspires to have long, beautiful black hair.
So in 2002, we positioned 'Shanti Amla' on the platform
of 'Kaale Zindadil Baal'. In an effort to strongly
establish this proposition, we have done a huge Direct
to Home exercise on Shanti Amla to generate trials for
the brand and educate consumers on the brand proposition.
This has been done in over 45 lakh households all across
Marico's cooking oil brand-Saffola?
On Saffola we have leveraged the current
leaning towards the health trend, the wellness concept
in an innovative manner. The busy executives and professionals,
today, are looking for lifestyle interventions necessary
to counter the stresses of personal and professional
life; and all of them are in a search mode for solutions.
Saffola has taken initiatives to bring solutions to
their doorsteps, and what better place to do this but
the office itself. Hence the Saffola, 'Direct to Office'
initiative. In this programme, interesting information
is shared by an eminent cardiologist, on the lifestyle
interventions. Diet forms an important part of this
lifestyle intervention and which is where the brand
Saffola fits in.
For the same insight, we also have a Direct to Consumer
Programme where the wives of executives and professionals
are addressed. So Saffola this times goes to their
homes. This programme though involves sharing interesting
information through a dietician on the food. This
is done because housewives interest lie in practical
interventions (recipes, cooking tips, etc.) necessary
to counter the stresses life. Here the housewives
are addressed through talks and recipe shows
World Heart Day as a concept existed, however, Saffola
recognised the potential and leveraged it as an opportunity
to involve audiences with the message of Heart Care.
There were ' 2000 free heart check ups' offered by
Saffola at key locations on the World Heart Day in
various metroes (e.g. Churchgate Station in Mumbai).
While through the check ups, only a few people were
reached, it was the messages in media which touched
millions endearing Saffola to them all and also inextricably
linking Saffola to 'Healthy heart', which is the brand
message we want to spread. The fabulous response on
our website was a testimony to it all - we had 26,000
visitors to the website in 15 days.
|| With regards
to your brand building efforts, specifically which brands
will Marico be focusing upon in this year?
Parachute is one of the largest FMCG
brands in the country and it is the flagship brand of
Marico. In the coming year, we are going to significantly
invest in strengthening the brand by modernising and
contemporarising its image and offering tangible benefits
to consumers. Our aim will be to significantly gain
consumers who currently use look-alikes in the belief
that they are comparable in quality and benefit to Parachute.
Additionally, we will look at making Shanti Amla a
strong No. 2 player in the Amla category. We will also
work towards successfully establishing the newly launched
Shanti Thanda Tel in the Cooling oils category and Mediker
Anti Lice Oil in the anti-lice category.
Increasingly, Marico has been focussing
on qualitative market insights rather than quantitative?
What is the reason for this shift? For which products
was the qualitative research used? And broadly speaking,
can you give us a few market insights with regards to
the market of that product?
Qualitative insights are critical to derive a deep
understanding of the consumers' needs today and aspirations
tomorrow. In fact, Saffola has very successfully used
insights gathered through the qualitative route in their
Saffola wanted to engage the young
adults in preventive heart care solutions, majority
of who are yet indifferent towards heart care, for themselves.
Therefore on World Heart Day, we tapped on the insight
that young adults want to do something productive for
their parents but do not have the time; also parents'
health is a key concern. The appeal made to them was
to register for a heart check for their parents and
this generated 10,000+ registrations in Mumbai and Delhi
alone. This programme also gave us an opportunity to
talk to these young adults about the preventive heart
care for themselves.
Also the qualitative insights go a
long way in fine- tuning the marketing programmes at
a grass root level. In the Direct to Consumer Programme,
the low cal recipe demo and the lottery at the show
were ideas that were successfully developed by leveraging
the housewives interest areas - cooking and their excitement
towards chance and luck games.
Within the Hair Oil category, in our
various qualitative researches done, consumers using
cooling oil talked about need gaps currently existent.
This led to developing of a product mix which is different
from that being offered by other brands, and the strong
emotional payoff of "Ghar ki Shanti".
We have also arrived at a unique concept
to upgrade people from loose coconut oil to Parachute
Coconut oil by contrasting to loose oil users the superiority
of Parachute coconut oil. Parachute coconut oil is produced
from the best coconuts from Kerala in very hygienic
conditions and through machines that are automated.
As a result, Parachute coconut oil reaches the consumer
entirely untouched by hand. In contrast, loose oil is
produced out of poor quality coconut in extremely filthy
conditions. This distinction has been captured in advertising
that has been created to highlight the disparity between
the manufacturing techniques of loose oil vis-à-vis
Parachute coconut oil. This has resulted in an 8% growth
in Parachute compared to -5% of competition between
November 2002 and February 2003.
Basis extensive qualitative research,
Parachute Jasmine arrived at the insight of 'mera
pati, mera mangetar' which had a significant emotional
connect across audiences. This insight was leveraged
in the brands' advertising as a result of which the
market share of the brand moved up from 25% to 35% in
the value added coconut hair oil category.
also planning to launch products into the health foods
category under the existing brand of 'Saffola.' Do think
a market gap exists? If yes, then what are the reasons,
which have led to this gap in the market?
and 'wellness' in the context of the FMCG category is
becoming an increasingly important need area for today's
consumers. Increasing health consciousness, pollution,
stress, and a host of other lifestyle-related factors
have led to this trend gaining prominence - and this
is a trend that is not restricted to only large metros.
A number of products (some of them even non-FMCG) are
now talking about health in different ways - durable
companies, Malted Food Drinks, Beverages, Tea, Water
Purifiers, are some of them. In the context of Indian
food products, the need for "healthy" foods
is becoming even more important.
Saffola has a very strong healthy
heart equity, and is a trusted brand that has gone from
strength to strength over the years. It thus provides
us with an ideal platform to capitalize on this trend
of increasing health consciousness by offering a number
of new food products that are able to cater to this
need area. And of course, the food products have to
be in sync with the Saffola imagery and values.
Barista store is our brand. Our brand is also
the customer sitting in Barista. And there is
a very close correlation and fit between the two"
Basav Mukherjee, Head Marketing, Barista.
we look at the market then female segment is very
important to us. An Indian woman will always prefer
modern scooters and scooterettes for their use.
Motorcycles, because of their shape, are a problem
for them and they also do not like geared, old-fashioned
scooters. I think we would have a 40% share of
Firodia Motwani, Jt Managing Director, Kinetic
is the technology advantage and not the lower
rates that is attracting more and more customers
to Reliance India Mobile"
-Kaushik Roy- Head of Marketing,Reliance India
continually introducing new products, expanding
our target base and with Amitabh Bachchan endorsing
our product, we are confident that Parker will
be a Rs 100 crore brand by next year."
-D.K. Jain - Chairman and President, Luxor Writing
Instruments Pvt. Ltd.
is one of the last great commodity frontiers in
India; it has remained so because this market
is very fragmented, very unorganized. Tanishq
has successfully taken on the challenge of transforming
this frontier into a reliable consumer space by
bringing to it all the virtues and benefits that
Bhatt, VP - Retailing, Tanishq
basic philosophy of 'Vardaan' is that it can deliver
the same level of satisfaction and pleasure that
a person gets from a normal bidi but without the
ill effects of tobacco."
- Kartik Raina, Chief Operating Officer, Dalmia
people who have already experienced the lifelike
sound of Bose are the biggest advertisers for
us through the word of mouth. Besides
some routine advertising we believe in letting
people experience the products."
- Ratish Pandey, General Manager,Bose Corporation
India Pvt. Ltd. - July 10,03
have been in this job for 30 years and I can confidently
say that the kind of challenges that Eveready
has faced, its difficult to find a company that
has gone through so much and yet managed to remain
- Roshan L.Joseph, Director Eveready Industries
India Ltd. - June 27, 03
50 per cent of the better-known liquor brands
in India belong to Shaw Wallace. In that respect,
there is no change in the positioning of the company;
we are consistently focused on offering powerful
brands that set new yardsticks for the industry
to match." -
A K M A Shamsuddin - President Shaw Wallace -
May 17, 03
branding techniques have ensured that Zip is not
seen as an ordinary phone instrument, we have
been able to allot it certain personality traits.
Consumers perceive the Zip Fone to be friendly,
trustworthy, smart and young"-
Shishir Lall, President,
Zip Telecom - May 08, 03
are a lot of juicewalaas in city markets, so juice
is not something Indian consumers had not seen
before. And, we felt if we give them juices in
a packaged form, which is more hygienic, it should
Amit Burman, Chief Executive Officer, Dabur
Foods Ltd.,- April 08, 03
service industry demystifying each product to the
customer and demonstrating real benefits meaningful
to him, therefore, assumes greater importance"
- Tulsi Mirchandaney,
Sr. VP-Mkt & Projects,Blue Dart - April 01,
has captured market share amongst the young and
young-at-heart, upwardly mobile, sporty, fashion
conscious and those who follow the latest trends
- Kapil Kapoor, MD, Timex Wathes Ltd - March 22,
this segment there is a skew in the Indian market.
Here investment is done predominantly by males.
Also, a person seriously starts looking into investment
at an approximate age of thirty, when he has investable
- Ambareesh Murty, VP - Marketing, Prudential ICICI
- March 07, 03
demand of tyres in a particular market is determined
by the vehicular population in that market. However,
the ownership patterns are now slowly changing,
specially in the metros, affecting the marketing
strategies of tyre majors"
- Neeraj Bhatia, GM (Marketing), J K Tyre - Feb
"Loyalty clubs and home to home promotions are more
interactive and give greater time to talk to the
consumer. I believe it will build brand shares faster
than usage of other media vehicles"
- Kartik Raina, MD, Dr.Morepen - Nov 28, 02
"We are trying to position Liberty as a more vibrant
and contemporary brand without leaving the current
comfort, durability and value planks."
- Adarsh Gupta, Executive Director, Liberty - Nov
"Advertising does help in building brand recall,
but advertising alone does not sustain a brand"
- Vikram Bakshi, MD, McDonald's - Sep 02, 02
are both clear and consistent in our positioning.
The tagline is "Hungry Kya" and the business model
is delivering hot n fresh pizza in 30 minutes, guaranteed.
We have no plans to change this successful positioning
in the Indian market."
- Arvind Nair, CEO, Domino's Pizza - August 19,
activity like product demonstrations and cooking
classes etc are certainly important for product
categories like microwave ovens where there is still
a fair degree of concept selling happening"
- M B Lee, VP-Marketing, Samsung India - August
advertising ban would not hamper our plans to a
large extent because there are a number of alternative
media through which you can always address your
- Abhishek Khaitan,Executive Director, Radico Khaitan
- July 08, 02
expect our agency to give us best value for money"
- Anand Bharadwaj, EVP (Marketing and Marketing
Services), Electrolux Kelvinator - June 24, 02