Sunday 29 November 2009

Nirma vs HUL

Until about twenty years ago, the rural market of India was considered a
homogenous mass. The decade of 1980s was a significant one for Hindustan Lever Ltd. (Now HUL), when the giant and undisputed market leader in detergents (Surf) in India suffered significant losses at the hands of a new and small firm, Nirma Chemicals.

In 1969, Karsanbhai Patel, a chemist at the Gujarat Government's Department of Mining and Geology manufactured phosphate free Synthetic Detergent Powder, and started selling it locally. The new yellow powder was priced at Rs. 3.50 per kg, at a time when HLL’s Surf was priced at Rs 15. Soon, there was a huge demand for Nirma in Ruppur (Gujarat), Patel’s hometown. He started packing the formulation in a 10x10ft room in his house. Patel named the powder as Nirma, after his daughter Nirupama. Patel was able to sell about 15-20 packets a day on his way to the office on bicycle, some 15 km away. By 1985, Nirma washing powder had become one of the most popular, household detergents in many parts of the country.

Nirma was the lowest- priced branded washing powder available in grocery stores. The middle-class housewife was happy as she could now choose a lower-priced washing powder against Surf, which was beyond her budget. Nirma also had an impact on upper-middle-class and higher income families, who chose Nirma for washing their inexpensive clothes.

Around 1984, HLL decided to take a fresh look at the market. In order to counter attack Nirma, HLL launched Sunlight (yellow), Wheel (green) and Rin (blue) detergent powders for different market segments. This strategy of segmenting the market helped HLL win back part of its lost market.

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Monday 2 November 2009

Unforgettable TV Jingles


There were various TV commercial jingles which I heard and watched in my childhood. There are few of them which I can sing out even now. These bring smiles on our faces and make us remember our childhood days. These jingles have been mingled in most of our daily lives. We use them many times while talking.

Well, jingles are a very powerful way to etch something into people’s memory. Memory courses teach people to associate numbers or answers with rhymes or two liners. You ignore the jingles, but they will find a way out, to haunt you, because they are designed to follow you where-ever you go…like the dog in the Hutch ad. They do control our minds, not just like that! The makers of jingles go through audience research and many rigorous tests. So the ad-effect is inevitable.

Some of the most popular jingles are:

1.
Lifebuoy: “Tandurusti ki raksha karta hai Lifebuoy, Lifebuoy hai jahan, tandurusti hai wahan…Lifebuoy”.Some of the most popular jingles are:

2. Nirma: “Washing powder Nirma, Washing powder Nirma, doodh si safedi nirma se aaye, rangeen kapda bhi khil khil jaaye, sabki pasand Nirma, washing powder Nirma, washing powder Nirma….Nirma”

3. Borolin: “Khushbudaar antiseptic cream borolin”

4. Bajaj: “Buland Bharat ki buland tasveer, hamara Bajaj, hamara Bajaj, hamara Bajaj”.

5. ECE Bulb: “Bhool na jana ECE bulb hi lana, jyada de ujala, din-o-din chalne wala, ECE bulb aur ECE tube.”

6. Amul: “Zara si hansi, dulaar zara sa, Amul – the taste of India

7. Nescafe: “Ho shuru har din aise, ho shuru har pal aise…Nescafe”

8. Promotion for Milk: “Doodh doodh doodh, doodh hai wonderful, pee sakte hain roz glassful, doodh doodh doodh doodh, garmi mein daalo doodh mein ice, doodh ban gaya very nice, peeyo daily once aur twice, mil jaayega tasty surprise, doodh doodh doodh doodh.”

9. Promotion for Egg: “Meri jaan meri jaan murgi k ande, Sunday ho ya Monday roz khaao ande”

10. Promotion for Condom: “Pyaar hua iqraar hua hai pyaar se fir kyun darta hai dil”

11. Pepsi: “Yehi hai right choice baby..Aha!”

12. Close Up: “Kya aap close up karte hain, ya duniya se darte hain, aap close up kyun nahi karte hain”

13. Tajmahal Tea: “Wah Ustaad nahi, wah Taj boliye”

14. Bournvita: “Tan ki shakti, mann ki shakti..bournvita”

15. Frooty: “Mango Frooti, fresh and Juicy…Mango Frooti”

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Sunday 1 November 2009

Top Brand Endorsers

Aamir Khan 
Earning (per annum) from endorsement: Rs 12- 15 crore
Today Aamir Khan is the highest paid celebrity endorser in this country having been paid Rs 12-15 crore per annum for each of his last three commercials, including Tata Sky, Samsung Mobiles and Parle Monaco biscuits.

Sharukh Khan
Earning (per annum) from endorsement: Rs 6 - 8 crore
Shahrukh Khan earned a lot more than what Rab Ne Bana Di Jodi grossed for him in 2008. He bags a fee between Rs 6 cr and Rs 8 cr per endorsement and presently endorses more than 10 brands, including Pepsi, Hyundai, Airtel, Videocon, Sun Feast, Tag Heuer, Dish TV and Mayur Suitings.

Aishwarya Rai

Earning (per annum) from endorsement: Rs 5 - 6 crore
The undisputed queen of endorsements is Aishwarya Rai Bachchan who is the highest-paid female celebrity endorser with earnings of Rs 5 crore per endorsement. “Aishwarya’s international contracts of L’Oreal and Longines fetch her money in dollars,” says an ad filmmaker who doesn’t want to be quoted.

Sachin Tendulkar

Earning (per annum) from endorsement: Rs 4 - 7 crore
Sachin Tendulkar faced the brunt of lacklustre performance when he was cold shouldered by advertisers during a lean patch in 2007. But next year, after a magnificent 124, the batting maestro who charges Rs 4-7 cr per endorsement, found himself among the dough again with plum endorsement offers from Royal Bank of Scotland, Jaypee and Aviva Life Insurance.

MS Dhoni

Earning (per annum) from endorsement: Rs 4 - 5 crore
Mahendra Singh Dhoni’s ‘borrowed equity’ shot up after he donned his captaincy cap in 2007. His endorsement fees went up by 30-40 % immediately and today the Indian cricket captain who endorses Reebok, Pepsi, Exide, Kurkure, Aircel, Dainik Bhaskar and Boost commands a fee of Rs 4-5 cr per endorsement.

Amitabh Bachchan

Earning (per annum) from endorsement: Rs 4 - 5 crore
Amitabh Bachchan is worth Rs 4-5 cr per endorsement now. Says Manish Porwal, CEO of Percept Profile: 'At one point of time Mr Bachchan was endorsing more than 50 brands and that is where his uniqueness took a beating.'

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