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Mascot Vs celebrity endorsement

Tuesday, August 30, 2011

Does celebrity provide value edition to your brand or it is Mascot? Both the Mascots and celebrity both are very powerful tools of brand building. either it Amul Polkadot girl, Mc. Donalds’ Ronald Mc Donald, or Nerolac’s yellow Goody or Air-India’s Maharaja, these are the very good example of the Mascot which helps in brand building over the year or Amitabh Bachchan who endorses for Cadbury, Polio, Akshay Kumar for Thumps Up or Kapil Dev for Palmolive, Amir khan for Titan, Tata sky, Coca cola Marketers keep trying innovative things for products and their product marketing strategies.

Mascot is created ,can have the control on it, or modified as per requirement, but in cash of celerity you cannot control public life of celebrity. If any controversy surround the celebrity, it also effect to brand which they endorse, such as the controversy of Tiger wood, or Mike Tyson. There are many examples that celebrity endorsing the one brand and found the using competitor brand. Sainsbury’s encountered a problem with Catheina Zeta Jones, whom the company used for it recipe advertisement, when she was caught shopping in Tesco. A similar case happened with Britney Spears who endorsed one cola brand and was repeatedly caught drinking another brand of cola on tape.This immediately caught the attention of media; it creates damages the brand.Now day customer is more aware and well informed, they know the celebrity is paid for speaking well for brand or brand endorsement. So celebrity makes your brand popular or increases the brand recall value but cannot increase the sales number. In cash of sale is the product, which is real hero. Your product should be perceived only solution for their problem.

Celebrities get associated with too many products and therefore it is difficult to relate them with one particular brand,. The research says that almost 42 per cent consumers get confused as to which celebrity promotes which brand; but again, 66 per cent of people could recollect the names of celebrities who endorsed multiple brands, which is not the case with the mascots. For an example Kareena Kapoor edores the lux, Boroplus , globas, Head & Shoulders,Nutrisse Garnier, Airtel, where is Mascots’s strength lies in its uniqueness ,Mascot’s association with one particular brand so it is easy to recall.

We see cost wise, In case of celebrity it is very much expensive proposition, it is long for the campaign or contract period. But the same time, Surveys suggest that compared to any other types of endorsers, famous people achieve a higher degree of attention and recall they increase awareness of a company's advertising as well as help in retention of message in the psyche of the audience. They can also help the company in reducing their expenditure on Media and other forms of publicity. An example will bring more clarity, When S Kumars, a known textile brand entered into readymade garments business they used Hrithik Roshan, then the hottest advertising icon for their launch advertising for TAMARIND, now one of the premium readymade brands. They reckoned that they have spent 40-50 percent less on media due to sheer impact of using hottest star like Hrithik. The Ad recall was as high as 70 percent and the campaign can be termed as a great success.The cost creating Mascot is one time investment, it is sole property of the organization, it is animated character, so we can modify and adapt as per time.

The Amul polka dots girl has changed overtime, The advertising world has also observed that the popularity of any

mascot is not only based on the response they get, but also depend on the fact that these faces have a higher recall value. The Amul girl was born in 1967 is still a popular mascot. She may soon enter into the Guinness Book of World Records as the oldest campaign to survive in the market. This goes on to prove that the mascots are more appropriate brand ambassadors. The impact and success of the mascot, depends on how effectively it conveys the brand values and the ideals that consumers would associate with. There is not such benchmark in cash of celebrity.

Health check up of your brand: Brand audit

Wednesday, August 24, 2011

Health check up of your brand: Brand audit

When you brand sales start slaking down, consumer no more interested in your brand, or they don’t give important to your valued brand positioning. Than it is time to check health of your brand.Brand have life cycle. It start with enthusiasm and commitment, growth and saturation, decline the sale and growth, losing market share and interest of Costumer. Costumer starts attracting toward new products in market. This is natural life cycle of brand. So it is advisable to go for brand health check before it starts losing sale. Take time and examine your brand strength, weakness, opportunity and threaten your brand facing from competitor. Brand audit require following tests of your brand

External Partners and Customers

External partner play an important role in development and same way the customer. So it require know the view of them for your brand. What they thing of our brand and where they position your brand. By research and survey find out the fact regarding the brand.

Internal Stakeholders

Internal stakeholders are the involve with the brand day to day. Their view is also important to understand the health of your brand. Within the organization how the people perceive your brand, because they are directly in contact with customers. Sales team, marketing team, manufacturing team would be clear about the brand.

Know your competitor

It is also essential to know how your competitor positions your brand and what value addition they provide to customer. Along with time what type of change they incorporate to satisfy the need to customer along with changing demand. Very good example of the bajaj. The brand which ruled the Indian roads have been laid to rest. The brand which was launched in 1972 virtually owned the two wheeler segment. The company failed to understand the changing perception of the customers towards scooters. Bajaj never did anything with the product. For 40 years had the same look, same quality and style. Finally the brand died.

Brand Positioning

What the brand promises? Does it legitimate as per time and market scenario? Does it promise high value and competitive advantage? As the Rasna old position “ I love you Rasna” to " Relish a gain" as old position target kids only but the changing scenario of beverage industry The company no longer wanted to be a kid's drink.

Brand Identity

Do customers know what your brand stands for? The brand audit provides the reality check on just how well the essence or personality of the brand is resonating. Dalda woke up after having been around in the Indian household for 75 years. The iconic brand, once synonymous with hydrogenated cooking mediums or 'vanaspati ghee', has been re-launched with four varieties of refined cooking oils under the brand name, Husband's Choice. Commenting on the development, Adhiraj Sarin, managing director, Bunge India says, "Bunge understands that India, and Indian consumers have changed significantly in the last few years, and it was imperative that with the edible oil business being one of our future growth drivers, Dalda needed to reinvent itself for the edible-oil consumer. Our extensive consumer research has shown that Indian consumers, though health conscious, believe that they are compromising on taste when it comes to edible oils. Dalda Husband's Choice oils will address this concern by its upgraded product offering through added vitamins, along with the heritage of taste that it owns."

Brand Equities

It’s critical to gain quantifiable insight on important metrics like brand awareness, purchase behaviors, attitudes, values, market share, customer life value.

Brand Communications/Messaging

When brand managers think about consistency in marketing communications, they often think only about visual consistency. And while visual consistency is critical, it’s also the most obvious. Go one step deeper: what does your brand actually say? What are the primary and secondary messaging platforms that guide consistent marketing communications? If you reviewed several communication pieces carefully, would they portray a consistent message?To sustain in market long time ,It is important to deliver consistently what consumer want and require. Also need to change as per changing market trend and keeping in mind increase competition.

The Growth of fairness product

Monday, August 22, 2011

As Indian consumer are giving more important to the fair skin, FMCD companies luring them by presenting various farness creams with various clam of making skin fairer. Even men also not unaffected of fairness skill fever, so the FMCG companies came up with all together different segment of fairness products for the male TG. Emami Limited first came up with men’s fairness cream with brand name fair and handsome in 2005 which has 49% make share in this category, HUL launched Fair & Lovely Max launched and several variants of men’s skincare products under Vaseline in the men fairness cream segment exactly a year ago. It now has a 23% market share.,Olay , L’Oreal and Garnier also introduced products in male skin care category.Male cosmetics market in India will grow at an annual rate of 20% during 2010 to 2014 as men become more beauty conscious

Fairness creams have been estimated to account for up to 40% of the profits of the cosmetics industry. The domestic skin-lightening cream industry in India was valued at over $190m in 2005. In 2010, men’s skincare category grew 47% in top cities compared with 22% rise in women’s products, reveals market research firm Nielsen men’s skin-care products account for just about 500 crore of the 4,500-crore skin-care market in the country—the segment is set for explosive growth.

As a branding profession I was observing the advertisement of fairness cream, in almost all the advertisement showing the girl with dark complexion due to her dark complexion she is not getting desired job, or desired groom, etc, and suddenly her accouter with fairness cream happen, by using that cream she become beautiful and she got all what she wants.

The meaning of beauty here is totally changed. But have we ever try to study the though behind this adv? No. it is in rooted in our culture and society. Dark skin people ignored one or other. This psychology play role behind this advertisement. Her they play emotionally with feeling of the dark complexion who facing same things from society, here in this advertisement they indirectly present mental status of the dark complexion people, they emotionally correlate with the advertisement model. This is more or less influence the buying behavior. This mentality is root cause of such advertisement. Well I am not aware about the functional benefit of such brands but it well satisfied the emotional need of consumers.