Examples of marketing strategy of successful brand
BOOST
Product-
Don’t let anything come between you and getting the energy and nutrients you need to get the most out of life. A convenient way to increase your intake of protein, nutrients and calories is with a nutritionally complete supplement, like Boost. Glaxo SmithKline (GSK), the world’s leading research-based pharmaceutical and healthcare company that re-launched Boost, enriched with Power Boosters.
The New Boost includes copper and Biotin in addition to existing vitamins and minerals, which leads to consistency in performance. Boost provides 50% of the daily requirement of Vitamin B1, B2, B6, B12, A, C, D, Niacin, Pantothenic acid, Biotin, Folic acid, Copper and Iron and 25% of Calcium. The vitamins and mineral not only provide adequate energy for the users but also help in the efficient working of body cells (by releasing energy from food), formulation of healthy blood and makes bones stronger.
Price-
We are charging you more if you are purchasing 200gm and comparatively lesser when you are purchasing 500gm. The tendency behind this type of pricing is when you purchase in bulk you get at lesser price.
Boost
Price(Rs)
Weight(gm) Jars Refill pack
200 54 -
500 108 99
Place:
South has been the major contributor in making boost one of the biggest brown powder brands in India. Today the South zone contributes as much as 80% of the Boost sales and is a household name. In markets like Chennai Boost has approximately 40 – 45% household penetration. The advertising line “Boost is the secret of my energy” has become an ever-present line in every household today. Southern markets had contributed significantly towards the success of the brand. Boost has grown from a market share of seven
per cent in 1985 to 24 per cent in 2002.Distribution Network of Boost
Promotion:
Promotion campaigns such as freebies and contests also play an important role in influencing brand choice. These campaigns are mainly targeted at children who force their parents to buy these products. Free gifts like crystal jars, pet jars and sippers also attract consumers. It was Kapil Dev who was first roped in by the brand to endorse Boost in 1986, followed by Sachin in 1989 – among the earliest brands that the master-blaster endorsed. Boost’s growth as a brand is pretty much in line with the flowering of Sachin as a batsman, and from a shy kid who way back in 1989 first boyishly intoned “Boost is the secret of my energy” to a man who can face fiery pace bowlers and hostile questions hurled at him with equal aplomb – to Sehwag now, who will give a double boost to the brand along with Sachin. The company also announced the launch of this year’s Boost Cricket Cup, which it instituted in 1998 to promote cricket and identify talent at the grassroots level. This is now restricted to Andhra Pradesh, Tamil Nadu and Bangalore, but would be extended to the rest of the country in a year.
MAGGI
Price-
1.Considering price in the market of maggi , it should be continue to position itself in the snacks
2.Affordable by all income groups
3.Differentiated packaging
4.Low price point strategy
5.Mini pack for Rs.5-Targeting lower middle class as well as those who want to continue in lesser quantity
6.Inflection effect on volume than price reduction of 100 gm pack to 95 gm ,keeping price Rs.10
7. Multi packs at cheaper price
8.Healthier product at higher price .
Place-
1.Wide distribution network
2.limited penetration in rural area
3.the company has complex supply chain process
4.target roadside eating joints
5.the distribution network is well spread
6.Easily available in all kirana stores ,retail stores, etc
Product-
1.Quality
2.Models and sizes
3.packing
4.Brands
5.Service
Promotion-
1.Nestle also followed up this launches with its different Ad.campaigns.
2.Nestle is focusing there Ad based on children taste health
3 .Maggi in now targeting its product at entire family and not only kids
4.Maggi recently launched mai aur meri maggi campaign in completion of 25 years in India
KURKURE
Product-
It falls under branded snack food segment Product based on competitive offering and taste-buds of Indian consumers Launching its product in indian flavours ,which differentiated it from their competitor.
Building trust and connection by informing the consumers of the authentic ingredients that go into the product. Its Snack Smart initiative to cut out trans-fat from its products by using rice bran oil which cuts saturated fat
by 40 per cent.Large product portfolio which include:
masala munch, solid masti – masala twist, Hyderabadi hangama, green chatani in Rajasthani style, chili chatka, desi beats diwana tamatar, desi beats dilbar hangama, etc.
Price-
Competitive pricing Strategy Introduction of smaller packs targeted towards small quantity consumers and middle/ low income customers.with pricing of Rs 5,10 and 20 Available in three SKU’s.
Place-
Fritolays made sure that the Product had High availability at big and small retailers across the country.Large distribution magic through efficient distribution network.The Company distributed large racks, to display the brand at all points of sale ensuring HIGH VISIBILITY. Easy availability across the country.
Promotion-
Touched a chord with consumers through humor and irreverent advertising.
Print campaign telling readers how Kurkure is made from what can be found in any Indian kitchen which gave them the idea that Kurkure is less about flavors and more about ingredients.
Marketing on the basis of ingredients to help Kurkure stave off competition from a growing tribe of roasted snacks.
TATA TEA
Marketing Strategy:
Regarding Indian markets, important to point out is that once the customer decides to consume a certain brand he or she will be very loyal to the product and it will therefore be hard to convince him or her to buy another brand. The brand Tata Tea is to introduce innovative products in an existing market and focus on Market Development.Existing Market New market Existing Products New Products Producing product in India is less expensive as India is second largest producer of tea in world teamarket and also labour is cheap here.
Product
Tata Tea will be a high quality product offered.Contents of the Tata Tea are:40 bags, 80 bags, 150 bags, 250 bags (Family pack), the amount of bags refers to different targetgroups. 40 bags for singles, 80 bags for couples, 150 bags and 250 bags are Family Packs. (250 bagsis the most famous)Packaging:Customer perception of a package creates brand equity and purchaser loyalty. The imagepresented by the package largely determines success or failure of a tea line. Appearancestimulates memories and emotions inside the purchaser, who oftentimes is female, often buying foran entire family. Colour, image and slogan all combine to facilitate customer allegiance.
Place
High quality for a reasonable price can be bought from Assam & Darjeeling and will then beblended and packed. The final product will be distributed to Retailers such as Supermarkets andmain tea shops so the end consumer has easy access to it.
Price
Reasons for pricing policy: Tata Tea is competing against the main players on the Indian Tea Market and by setting a higher price but offering more value for it. Various promotion activities,giveaways and advertising on radio and television will help to establish the brand and gain market shares.
Promotion
The focus is the Indians like to purchase bargains or buy products that offer free gifts. Other brands do not offer as many promotion and free gifts. This is why it is important to focus specially on the Promotion activities of the marketing mix. Need to set up original events in order to attract new customers and consumers of other tea brand
FROOTI
PRODUCT
India's first real fruit drink in a Tetra Pak is available in - Frooti Mango, Green Mango. Frooti Mango is from premium Indian Mango.. Frooti has also been introduced in PET bottle packing. Mango Frooti contains vkamin A which is essential for eye sight, growth and healthy skin. Frooti is a delicious and refreshing ready to serve fruit beverage. Frooti comes in Ftuit drink segment of NCSD .tegory (NON-CARBONATED SOFT DRINK).
Frooti is available in following quantities: 65 ml (only Tetra pack packaging) 200 ml (only Tetra pack packaging) 250 ml 500 ml (only PET Bottle) 1000 ml (only PET Bottle) Hence, we can see that Frooti has 4 1 1 got a very large quantity basket
.
PRICE
OUANTITY PRICE
65 ml 2.50
200 ml 10.00
250 ml 12.00
PLACE
Flood is the highest distributed brand in Fruit drink segment with an 85% market share in India. Frooti reaches more than 10 lakh retail outlets through more than 1500 distributors and wholesalers directly and indirectly. This is borne out by Parte Agro winning the Beverage Industry award for the Best Managed Supply Chain 2002 and the Highest Retail Availability in the year 2002. Frooti's excellent distribution system has already been proved in our market survey and analysis where 90% of the respondents agreed that Frooti is readily available to them.
PROMOTION
In a strategic move, Parle Agro Ltd is revamping its marketing plans in a bid to promote its flagship brand 'Frooti' in the overcrowded category. In fact, the company has taken a different marketing route by launching a host of new retailing and packaging initiatives to pump up volumes. Three years ago, Parle Agro introduced a mysterious character called tigen Verma' and created hype around this person through an aggressive outdoor campaign which was quiet a success. Parle Agro had introduced two characters called Froo and Ti on every 200 ml pack of Frooti as part of its retailing initiative. These two characters are being displayed on the packs of the drink. And through tongue twisters, puzzles and various interactive games, the characters are entertaining the children as well as increasing their knowledge about famous personalities and current affairs. These two characters are very different in nature. While Froo is an affable girl who is good at studies, Ti is a naughty boy who keeps running after Froo to get his home-work done. With this move, the company expects to share various activities of its target audience kids.
Brand Management of Frooti
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