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Indian toothpaste market is worth Rs 6000 crores ( Source Business Line) and growing at 20%. Colgate has been the undisputed market leader in this market.. Competitors has been trying to make a dent in the share through almost every strategy listed in marketing textbooks. It was an unlikely player- Glaxo Smithkline Beecham (GSK ) which really broke into the stronghold of Colgate. GSK in 2010 brought its global dental care brand Sensodyne into the Indian market. The sensitive toothpaste segment was very small and almost unknown to the larger Indian market. Colgate had presence in that niche with its variant Colgate Sensitive.  Sensodyne surprised the market by capturing 10% of the segment within 4 months on launch. The heavy awareness campaign made customers take notice of the brand.The campaign featured " Chill Test " where the customers who had sensitive teeth were asked to tryout chilled products after using Sensodyne. The ads were very convincing and prompted many customer...

My 49th Birthday! What a gripping word that can literally take the wind out of our sails, right? We have all experienced some sort of fear in our lives and it does not discriminate with gender or age.   In my journey of life and health I have definitely felt and experienced fear on all levels, physical, emotional, relational, financial, and spiritual.   Of course, when going through such feelings, it can be difficult to see any light at the end of the tunnel, and sometimes, just staying put in the comfort of a warm bed until the storm blows over makes perfect sense at the time.   Facing a fear is one of the hardest things to do in life, and it does take courage, inner strength, and the physical will to force the body to go, when the mind says to freeze.   Emotional challenges and fears seem to be the most draining, at least in my experience, and take time to process through, and figure out the best way to persevere.   It does not matter how long anything takes ...

Cadbury Bournville launched in 2009 created a new market for premium dark chocolate in Indian market. The brand smartly positioned itself as THE premium chocolate with a tagline of " You don't buy a Bournville , you earn it ". The launch and follow up campaign effectively conveyed the positioning. But the 2013 campaign comes as a shocker. The brand has ditched the " You have to earn it " positioning and took on something very peculiar - the new tagline is " Not so Sweet". The new tvc is equally intriguing.  Watch the new tvc here : Bournville tvc The question is why a brand like Bournville ditch such a powerful positioning statement and replace that with a dud ! Not so sweet !! now everyone knows dark chocolate is not that sweet so in this ad, what exactly the brand is conveying - only the agency and the brand manager knows. I presume that this ad is directly imported from some other market and put in the Indian media without much thought. The ad is to...

Axe deo is facing the fiercest competition  in its life in India with local and MNC deo brands breathing down its neck. According to certain reports that came in ET Now's Brand Equity show, the brand had lost its leadership position in the Indian market to the new entrant Fogg. One of the reason for the trouble is that Axe's positioning has been under threat. almost all deo brands has been aping the positioning theme of Axe thereby diluting the brand's uniqueness in the Indian market. Axe was not able to do much about it and continued with its strategy of frequent launches of new variants and importing ads from its global markets. For a change, Axe decided to go local in its promotional strategy and roped in the current Bollywood heartthrob Ranbir Kapoor to endorse the brand. The news came as a surprise since Axe never ( in my knowledge) ran a campaign using a celebrity in India. Axe launched its new variant Axe Blast with the new celebrity endorsement . The ad is currently...

Life comes with responsibility and I am surely not going to sit back and not take that seriously.    My health, relationships, financial obligations, emotional and spiritual life all depend on me to take care of business.   If I were to sit around and not take care of my stuff then all of ME would be a big mess and that does not sound like a great place to be nor do I want to even go for a visit down that road.   Sometimes in life, and I have been there, we can be placed in a situation that is not in our control and the best we can do is to go through the process of fixing the problem which can take years.   I am thankful for the patience that it takes to get through those sticky scenarios, but the point is, I am responsible to persevere and take care of ME. Imagine sitting back and thinking life is going to take care of me without my daily choices and actions to make things happen…my health would be a mess, my finances would be in the toilet, I am sure my hubb...

Brand : Engage Company : ITC Brand Analysis # 526 When a company like ITC launches a product, there is anticipation that the product will be remarkable and will make significant impact on the category in which it is launched. Because of the size of ITC and the marketing power it has, most of the time, the brands do make an impact on the category . Brands like Sunfeast, Fiama etc has proved the marketing acumen on ITC. So naturally when news spread that ITC is foraying into the deo space , such an anticipation is natural. ITC entered the Rs 1400 ( approx) crore Indian deo market with its Engage brand recently. The launch ads are right now on air. The launch campaign however was disappointing because I expected something unique and different from the rest of the deo brands. But surprisingly, ITC chose to play the same theme which the rest of the deo players are following - the so called " Chemistry " between men and women which is apt for an ad for condom rather than a deo. Eng...