Brandspeak
‘It’s imperative that major players strive to create perceptual brand differentiation among potential TG’

“In an industry characterised by a low level of differentiation, it is imperative that the major players strive to create perceptual brand differentiation among the potential target group. To create a higher involvement among the consumers while purchasing a pen, it is essential for pen companies to advertise the PODs (USP) of the product and the brand overall,” stresses Deepak Jalan, Managing Director, Linc Pen & Plastics Ltd.

exchange4media Staff Mar 3, 2010 7:16 AM

<b>Kiran Nadkarni</b>  , Founder & CEO, Kaati Zone

International brands having the fire power are going with high decibel advertising – largely product or promo centric. We view the competition’s communication as an effort that will grow the market in India for the Quick Service Restaurant category.

exchange4media Staff Mar 2, 2010 12:00 AM

Shankar Shinde  , Country Head, Zodhita Inc

The Indian consumer is increasingly more affluent, discerning and aware of high-quality personal care products. Given all these strong fundamentals, the Indian body odor market is likely to continue growing at a pace far faster than most other markets. Despite the global economic downturn, India remains one of the fastest growing personal care markets globally, growing at 13 per cent per annum and valued at $6.3 billion. The market offers extensive opportunities for domestic and international players.

exchange4media Staff Jan 6, 2010 12:00 AM

Sanjay Tripathy  , Executive VP & Head - Marketing, HDFC Standard Life Insurance

The success of a communication campaign is gauged by its accessibility, viewership, relevance, and understanding by the target audience. In designing a communication, an accurate media vehicle not only helps us connect to a specific group of audience, but also helps us in identifying the gap between the present lifestyle and the aspirational life space of the target audience, while an impressive creative helps us bridge this gap.

exchange4media Staff Nov 24, 2009 12:00 AM

‘Success of a communication campaign is gauged by its accessibility’

“The success of a communication campaign is gauged by its accessibility, viewership, relevance, and understanding by the target audience. In designing a communication, an accurate media vehicle not only helps us connect to a specific group of audience, but also helps us in identifying the gap between the present lifestyle and the aspirational life space of the target audience, while an impressive creative helps us bridge this gap,” says Sanjay Tripathy, Executive VP & Head – Marketing, HDFC Standard Life Insurance.

exchange4media Staff Oct 2, 2009 7:40 AM

<b>Pradeep Pandey</b>  , Director - Branding & Communication, Aegon Religare Life Insurance

The challenge for any new brand is to establish itself in a cluttered environment and amongst brands that are well entrenched in the consumer’s mind. While one can look at rationalising spends, one should not switch off the engine as it will become more difficult to revive it when the economy picks up. Also, a key point to note is that in the current scenario, a brand can demand a greater bang for its buck. A brand can get good deals from most media houses, which helps them reach the same audience, but at a lesser cost.

exchange4media Staff Oct 1, 2009 12:00 AM

‘The challenge for any new brand is to establish itself in a cluttered environment’

“While one can look at rationalising spends, one should not switch off the engine as it will become more difficult to revive it when the economy picks up. Also, a key point to note is that in the current scenario, a brand can demand a greater bang for its buck. A brand can get good deals from most media houses,” says Pradeep Pandey, Director - Branding & Communication, Aegon Religare Life Insurance.

exchange4media Staff Aug 21, 2009 8:22 AM

<b>Shankar Suryanarayan</b>  , Chief Marketing Officer, Landmark Group

There will be more players in future and the share of organised retail will go up. My personal view is that there will be consolidation in the industry and only strong players with good international experience and financial clout will survive. Retailing is a high cost business, because apart from high rentals, there is monies involved in advertising and to engage consumer 36 weeks a year. This could be in any form, be it promotions, consumer convenience, loyalty programmes, etc. Hence, a strategic approach to marketing is required rather than a calendar led marketing.

exchange4media Staff Aug 20, 2009 12:00 AM

<b>Alok Bharadwaj</b>  , Senior Vice President, Canon India

Advertising was hit by recession badly. We have cut down our advertising budget from Rs 100 crore last year to Rs 50 crore. We are not compromising on our below-the-line (BTL) activities, it remains the same as last year but our above-the-line (ATL) activities have been impacted. We have spent almost Rs 1 crore in the online medium; print and outdoor there is some activity but we have completely cut down television.

exchange4media Staff Jul 8, 2009 12:00 AM

We have cut down our ad budget from Rs 100 cr to Rs 50 cr: Alok Bharadwaj, Canon India

Advertising was hit by recession badly. We have cut down our advertising budget from Rs 100 crore last year to Rs 50 crore. We are not compromising on our below-the-line (BTL) activities, it remains the same as last year but our above-the-line (ATL) activities have been impacted. We have spent almost Rs 1 crore in the online medium; print and outdoor there is some activity but we have completely cut down television.

exchange4media Staff Jun 13, 2009 7:46 AM

<b>Arun Mehra</b>  , Chief Marketing Officer, Zapak Digital Entertainment Ltd

Gaming is one of the stickiest mediums available today for users. Websites have to build social interaction among its users, which helps them to make friends and thus forces them to come back and consume its content. Loyalty can’t be forced, but an environment has to be built for users where they feel attached to the system, so features like virtual gratification, gifting under loyalty programme, team building, avatars, challenges and tournaments are important.

exchange4media Staff Jun 10, 2009 12:00 AM

‘Gaming is one of the stickiest mediums available today for users’

“Gaming is one of the stickiest mediums available today for users. Websites have to build social interaction among its users, which helps them to make friends and thus forces them to come back and consume its content. Loyalty can’t be forced, but an environment has to be built for users where they feel attached to the system,” says Arun Mehra, Chief Marketing Officer, Zapak Digital Entertainment Ltd.

exchange4media Staff Apr 23, 2009 8:29 AM

<b>Simeran Bhasin</b>  , Marketing Head, Fastrack & New Brands

It’s very difficult to create and maintain loyalty as loyalty in our target audience is a very different construct. There is absolutely no reason for them to come back to Fastrack tomorrow if they have bought a watch today, and if something else has caught their fancy. There is so much of pressure on that pocket money – be it tech product or fashion accessory – as the market is flooded with those. Unless each brand is reinventing product or communication constantly, there is no reason for youth to come back to the brand. So, the challenge is much higher as compared to the older age groups.

exchange4media Staff Apr 22, 2009 12:00 AM

‘It’s very difficult to create and maintain loyalty’

“It’s very difficult to create and maintain loyalty as loyalty in our target audience is a very different construct. There is absolutely no reason for them to come back to Fastrack tomorrow if they have bought a watch today, and if something else has caught their fancy. Unless each brand is reinventing product or communication constantly, there is no reason for youth to come back to the brand,” says Simeran Bhasin, Marketing Head, Fastrack & New Brands.

exchange4media Staff Jan 6, 2009 7:35 AM

<b>Dilip Kapur</b>  , President, Hidesign

The difference between our India operations and operations abroad is that in India it is largely led by exclusive stores, while internationally we do it through distributors who understand the local market. It is difficult to manage international stores sitting here in India. The Indian leather goods market is still hugely unorganised. There are a number of individual shops selling products made by individual craftsmen. There is regional competition, but no national competitors.

exchange4media Staff Jan 5, 2009 12:00 AM

<b>Sandeep Kaul</b>  , CEO-Personal Care Products, ITC Ltd

The 21st century Indian woman is one who is radically different from the generation that preceded her. She stands for innate confidence, style and taste, and is extremely aware of all beauty products available to her today. She stops at nothing to look and feel good. Today, the ever discerning consumer has very specific product requirements. We aim to offer products that satisfy all these needs.

exchange4media Staff Oct 14, 2008 12:00 AM

<b>Vijay K Misra</b>  , CEO, W

To be a brand, one has to focus on a clearly defined target consumer and be loyal to her. The merchandise offer and the brand experience are then tailored to suite the specific aspirational needs of this TG. This makes it unique and relevant to the TG in focus and relevant for the ones outside. It is true that the while many foreign brands are entering Indian, their merchandise and concept is not tailored to the needs of the Indian market, be it from the product or pricing point of view.

exchange4media Staff Sep 24, 2008 12:00 AM

<b>Fredrik Widell</b>  , Managing Director, Oriflame India

We feel that today the middle class has truly emerged in India. The Indian woman is ready to take on challenges and be independent. We are sure that we will achieve our targets by growing at a pace far more accelerated than ever before. We have seen double digit growth and we expect this trend to continue this year as well. We have invested substantially in India and view the country as one of the strongest emerging markets in Asia.

exchange4media Staff Sep 15, 2008 12:00 AM

<b>Abhishek Verma</b>  , Marketing Head, Neo Sports Broadcast Pvt Ltd

Cricket will always remain at the top because in India, we are exposed to the game from childhood. There is mass interest in cricket, and it is a reflection of the changing demographics of the country… (however) We have realised that there is a niche community of people who like to watch certain sports that are not common likings for everybody… Our attempt is to broaden our sports offering vis-à-vis other channels.

exchange4media Staff Sep 2, 2008 12:00 AM

“Oriflame sees India as one of the strongest emerging markets in Asia”

The challenging economy has compelled more Indians to seek sources for alternate incomes. Direct marketing thus continues to make a strong progress. Oriflame considers its consultants its assets and constantly invests in their training. Positive word of mouth also plays a key role in building the Oriflame brand image and in increasing the user base in India, says Fredrik Widell, MD, Oriflame India.

exchange4media Staff Aug 21, 2008 8:28 AM