Lawfirm

Today's Business Standard has an interesting report on Colgate which despite facing tough competition from major brands was able to hold on to the market share. Infact the brand was able to improve upon the market share. ( read the report ) According to the report, the Indian toothpaste market is around Rs 5000 crore and Colgate has around 57% volume share. Even in the Rs 2000 crore toothbrush market, Colgate commands over 42% share. This is despite the fact that there is an increased competition in the market and the competitors are the likes of HUL, P&G etc. Some of the lessons of marketing is outlined in this report. Consumer Awareness Innovation in plugging product gaps Rural penetration through distribution augmentation I feel that the brand's consistency in communicating and its aggressive media communication has helped the brand in good stead . The brand was quick to respond to competition although in the case of Sensodyne, the brand was outsmarted.The launch of Act...

The Times of India ( 23/05/2014) has a disturbing news for all Axe ( brand) fans. According to the report, the brand which had an iconic status and which was a market leader in the Rs 2100 crore Indian deo market has slipped into 3rd position . ( Source) According the newsreport, Fogg is the leader in the deo market with a share of 17% and the second player is Park Avenue with a market share of 8%. Axe has been relegated to third position with a share of only 6%. The reason is very simple. Axe failed to differentiate ! How ironic isn't it ? The brand which virtually built the deo market in India and ruled for many years but then fail at marketing !  To top it , the brand comes from one of the best marketing companies in the world - HUL . The brand should have seen the writings on the wall . There were a plethora of brands copying the " seduction" theme . But the brand put up a brave face and refused to react . Soon Axe lost its mojo .  I am not saying that Axe should have...

Brand : Aquatouch Company : Philips Brand Analysis Count : # 542 Philips has been recently pushing its electric grooming products aggressively in the Indian market. The company has been seriously building its product portfolio in the Indian market with focus more on small appliances, LED , audio devices and personal grooming products. The big push came in 2012-13 when the company launched ad with the celebrity John Abraham for the Philips Men grooming range. Watch the ad here  The company estimates that the men's grooming range would be around Rs 1500 crore and the market especially the young consumers are moving towards the more convenient electric devices.  The company cites several market research studies which show that youth views these shavers to be convenient and consumers are worried about the cuts and nicks which they get by using traditional shaving products. Although Philips' electric shavers are in the market for the last ten years, the bigger marketing push has co...

Last day, I went to buy a small appliance as a gift, there were two brands- one was an instore brand and another a very well known brand. The in-store brand product looked very good with more features than the national branded product. At the similar price point , the instore brand looked a very good buy.   When my wife asked my  " expert" opinion, I urged her to go for the national brand despite the fact that I knew that the private label brand would have been a better choice.  On introspection, I found that what I was doing by choosing the national brand was risk-reduction. That is what branding is all about isn't it ? The national brand offered a much less featured product so on a value calculation, the private label offered more value. But as a consumer, the national brand offered less perceived risk. So why did I as a consumer felt that the national brand offered less risk compared to the private label ?  Firstly, the brand was reputed ( familiar) and its legacy...

This Sunday happens to be Mother’s Day and my 50 th birthday.  Turning fifty does feel like fine wine and it just gets better with age.  I am not going to hide behind the number, be embarrassed because I am a fifty year old woman, or even feel old for that matter.  Age is really a state of mind and overall attitude about self and life in my opinion.  I think the most mind boggling thing is realizing how fast time goes by, and seeing my grown children living their adult lives.  The best thing I can do at any age is be my best self physically, emotionally, and spiritually each and every day.  I will always be a work in progress until I take my last breathe and how great is that.  Check out my "Fit at 50" Feature in Natural Muscle Magazine          Living 50 years has provided me lots of education, and I am not just talking about my college degrees or even my fitness certifications.  I am talking about the wisdom that comes ...

Brand : VWash Company : Glenmark Brand Analysis Count : # 541 After making the face and under-arms of the Indian consumers fairer, marketers are moving to uncharted territory. Indian market is witnessing the development of Intimate wash category in the Rs 1500 crore female hygiene market. This category came into public domain with the brand " Clean & Dry " from Midas Care.  Clean & Dry with its very explicit campaign raged lot of criticisms owing to the way the brand message was executed.  Watch the ad : Clean & Dry The controversies helped the market to notice this category but I have a negative opinion about the way the brand executed its communication message.  VWash is the competing brand in this category from the pharmaceutical major Glenmark.Unlike Clean& Dry, the brand has took the positoning in a much more subtle way. Watch the ad here : VWash ad While Clean & Dry focused on the fairness which repulsed many opinion ( also opinionated) leaders, ...