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.

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”

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.'

Source - http://economictimes.indiatimes.com/articleshowpics/4821265.cms

2009 BRANDZ Top 100 Ranking

"GOOGLE - The most valuable brand of the World"

They changed the lexicon for the word, search. Now the phrase "I'll just Google it" has helped make the internet search giant become world's first $100 billion brand beating other household names like Microsoft, and Coca Cola to McDonald's.The analysts of the Brandz Top 100 Most Valuable Global Brands by consultants Millward Brown found that the company's value of $101.4 billion puts it 25 perce not more valuable than computer software king Microsoft at $77.3 billion, reported Daily Mail. Coca Cola ($68.5 billion) managed the third place in the list.

Following are the top ten valuable brands: 

Rank 1
Company: Google, Value: $101.4 billion

Rank 2

Company: Microsoft, Value: $77.3 billion

Rank 3

Company: Coca Cola, Value: $68.5 billion

Rank 4

Company: IBM, Value: $67.5 billion

Rank 5
Cmpany: McDonald's, Value: $67.3 billion

Rank 6
Company: Apple IncValue: $63.9 billion

Rank 7

Company: China Mobile, Value: $62.2 billion

Rank 8

Company: Energy major GE, Value: $59.9 billion

Rank 9
Company: VodafoneVaule: $50.2 billion

Rank 10

Company: Marlboro, Value: 50.1 billion

References - 

http://www.millwardbrown.com/Sites/Optimor/Content/KnowledgeCenter/BrandzRanking.aspx

http://www.millwardbrown.com/Sites/Optimor/Media/Pdfs/en/BrandZ/BrandZ-2009-Report.pdf

Downloads - 

Brandz top 100 2009 Report (Pdf)

Brandz top 100 2009 Press release (Pdf)

2008

Brandz top 100 2008 Report (Pdf)

Brandz top 100 2008 Press release (Pdf)

2007, 2006

Brandz top 100 2007 Report (Pdf)

Brandz top 100 2006 Report (Pdf)

India Digital Brand Index launched by Edleman

Asia Pacific's first country-by-country Digital Brand Index launched

Google, Microsoft ‘most discussed tech brands’ in India

Edelman, the world leading independent public relation firm, unveiled the first Digital Brand Index(DBI) on 22nd oct'09 for India. The DBI has been undertaken by Edelman in collaboration with Brandtology, which provides business and brand online intelligence services. The quarterly DBI revealed: 

• Internet search giant Google and software major Microsoft are among the most discussed technology brands in India, dominating most of the online conversations, says a survey.
  
• Google and Microsoft secured about 20% and 12% of all monitored conversations respectively
  
• Intel and Sony in the fourth and fifth spot respectively. They formed 14% of the overall online conversation during the September quarter.
  
• 74,452 online conversations relating to 96 large technology brands, contained within 423 communication channels, between July and September, which saw one brand being mentioned every two minutes on an average, Edelman said.
  
• Internet and software brands lead the conversations online, mobile and telecommunications brands like Nokia and BlackBerry, consumer electronic brands like Dell, Samsung and LG also featured in the top 10.
  
• According to the survey, Twitter India emerged as the “buzziest” communication channel in India with almost 60% of the overall conversation share.
  
• The list includes Dell India at the sixth place, followed by Samsung India Electronics (7th), Nokia (8th), LG (9th) and Blackberry (10th).
  
• Among the communication channels, select online forums, such as the Chip India Forum, TechArena Community Forum-Windows Software, Digit’s Technology Discussion Forum and DigitalPoint Forum, emerged as the key hubs where technology related conversations take place.
  
• According to DBI the top 10 communication channels in India also includes IT News and Economic Times-Stocks among others.
  

“The DBI shows which brand names are more active than others, but the real opportunity for brand owners is to identify and engage influential channels and voices through compelling social media content,” Brandtology co-founder and business development director Kelly Choo said.

“While Internet penetration remains a challenge in India, the appetite to search and share information is growing exponentially. This is true with technology brands,” Edelman India national director (corporate practice) Sachin Talwar said.

Read about Asia Pacific Digital brand index methodology - click here

Download - 

Media release of Digital Brand Index, India  - Click here

Fact sheet of Digital brand iIndex, India - Click Here

Abhi-Aish - Together in their first Ad

Lux’s new ad will feature Bollywood’s first couple Abhishek Bachchan and Aishwarya Rai Bachchan—the first time the husband and wife will appear in an ad together.

Rai Bachchan, who is the brand ambassador for Lux, L’Oreal and Nakshatra diamond jewellery, charges anywhere between Rs2 crore and Rs5crore for an ad; Bachchan, who endorses brands such as Idea, Big Radio and Omega, is known to charge approximately Rs2-4crore. While both have not had any film releases lately, they will appear together in Mani Ratnam’s Ravana early next year.

This isn’t the first time a Bollywood couple is appearing in an ad. The husband and wife team of Ajay Devgan and Kajol have appeared in ads for Whirlpool and Tata Indicom. Couples Saif Ali Khan and Kareena Kapoor (most notably, Airtel), John Abraham and Bipasha Basu (Clinic All Clear), and Ranbir Kapoor and Deepika Padukone (Pepsi), too, have appeared in ads.

Still, Rai Bachchan and Bachchan are Bollywood royalty. He is from the first family of Bollywood, she is a Miss World.

There are no discounts for signing the pair; like most young celebrity couples in Bollywood. So signing Bachchan and Rai Bachchan could set a brand back by Rs6-7 crore.

Saif Ali Khan and Kareena Kapoor would come at Rs6 crore, while Abraham and Basu, together, would cost a brand Rs3 crore.

“We could have put them both in a bathtub and said, lets go for the eyeballs, but we really wanted to show them in a way that they had never been seen before,” says Tista Sen, executive creative director and senior vice-president at JWT India, the agency handling the account for the soap from Hindustan Unilever Ltd.Read More

Source - http://www.livemint.com/2009/10/21214207/AbhiAsh-in-their-first-ad-tog.html?atype=tp

Boost in Asia pacific Ad spending – Nielson Report

India Ad spending growth the highest in Asia – Pacific region

Television and Print Media ad spending rose 28% in April – June in India, says the report

Many economists believe that Asia has been at the forefront of the global economic recovery, and new research from The Nielsen Company indicates that in terms of advertising spend, the recovery is in full swing in a large part of the region.
According to Nielson Company – a research agency advertising spending in the Asia pacific rose 11% in April-June from a year earlier to an estimated $29.6 billion (Rs. 1.4 trillion), with India leading the way.
Five markets recorded growth during the quarter, with India leading the way with 28 percent growth, followed by China (17%). Indonesia and the Philippines also posted robust growth of 8 percent and 9 percent respectively. While this growth is impressive, seven countries still recorded declines in ad spending in the second quarter of 2009, including South Korea (-17%) and Taiwan (-16%).

Read More -
http://epaper.livemint.com/ArticleImage.aspx?article=22_10_2009_008_002&mode=1
http://blog.nielsen.com/nielsenwire/global/economic-recovery-boosts-asia-pacific-ad-spend/