tag:blogger.com,1999:blog-51882180972582419822024-03-24T16:32:42.509-07:00Marketing BrainsAll About Consumer Behaviour, Advertisements & Brands in IndiaDr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.comBlogger47125tag:blogger.com,1999:blog-5188218097258241982.post-17198253656542180092020-12-17T05:15:00.004-08:002020-12-17T05:15:33.727-08:00Amul 'Tru Seltzer’ – A Mixed bag<p><span style="font-size: 12pt; text-align: justify;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3ysfD5x03Ue5T1H4nOGmF27aJ09Fysp-4awbmFWkgEGJfacmd5uObEMSknrtyWznSyLSPlWw0qOP3uBVv2D3olLObBKct3v5jNgh860RTio42qYtnQ6zAQKwhgBS5tb_erW9sdS8UfA/s635/amul_tru_seltzer_banner.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="512" data-original-width="635" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3ysfD5x03Ue5T1H4nOGmF27aJ09Fysp-4awbmFWkgEGJfacmd5uObEMSknrtyWznSyLSPlWw0qOP3uBVv2D3olLObBKct3v5jNgh860RTio42qYtnQ6zAQKwhgBS5tb_erW9sdS8UfA/s320/amul_tru_seltzer_banner.jpg" width="320" /></a></div><br />Dairy, Fruity, Fizzy – Can we think of such a combination.
That too in India? This question can haunt everyone at least for a moment. But in
this era of design thinking, weird ideas are very much acceptable. Nevertheless,
the dairy giant Amul was not suspicious of this fusion idea. The result is, a
new product is born which is dairy, fruity, and fizzy. Amul ‘Tru Seltzer’ launched
during the covid era is a bold innovation from the company. The extension, I
feel is a gamble by Amul to cement their berth in the carbonated drinks
segment.<p></p>
<p class="MsoNormal" style="text-align: justify;"><span style="font-size: 12.0pt; line-height: 107%;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYzd5bsIB4xu7LZcoAnOUJZVyRTvRkQ57r5GR5tLH5vgnn0tGdXLqdq9P1YOOgFwqt50d-otrMoy6hhFNhLY-xFDUUWDyz-Ejysmrzqd3bEaRR4U58FviqqLePC3yNV3dChD1ZDYwTrA/s640/amul+1.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="304" data-original-width="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYzd5bsIB4xu7LZcoAnOUJZVyRTvRkQ57r5GR5tLH5vgnn0tGdXLqdq9P1YOOgFwqt50d-otrMoy6hhFNhLY-xFDUUWDyz-Ejysmrzqd3bEaRR4U58FviqqLePC3yNV3dChD1ZDYwTrA/s320/amul+1.jpg" width="320" /></a></div><br />Amul Tru Seltzer' is India’s first carbonated dairy drink
made up of milk solids, fruit juice, and fizz. The brand is available in two
flavors – lemon and orange at Rs 15 for a 200 ml PET bottle. As per Amul
the brand is a healthier carbonated drink with less sugar content and zero
caffeine. Instead, it promises the taste of a good cola, but with real fruit
juice, the goodness of milk solids, and reduced amounts of sugar. With Amul’s
legacy, distribution network, and advertising campaigns, achieving brand
salience will be a cakewalk. But can the brand climb further up? If so, to me
new history is made. Moreover, as we all know, Seltzer as a concoction holds a
legacy of a few centuries but will it fit with the Indian taste palate? <o:p></o:p><p></p>
<p class="MsoNormal" style="text-align: justify;"><span style="font-size: 12.0pt; line-height: 107%;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEilqskduPZ8kJ18QG8CgjWvZHuIJjKo-P9Yh4NAjfd_z_73dSpDEKZkaTGNGfuRkTj5BAUD4zlxZf_xoV7Xc2witWWPFUJdm-PEVU8iNYI2LtOwTpUYnGfL3JgdyYpLOC3tq523OL2j_w/s1199/Amul2.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="683" data-original-width="1199" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEilqskduPZ8kJ18QG8CgjWvZHuIJjKo-P9Yh4NAjfd_z_73dSpDEKZkaTGNGfuRkTj5BAUD4zlxZf_xoV7Xc2witWWPFUJdm-PEVU8iNYI2LtOwTpUYnGfL3JgdyYpLOC3tq523OL2j_w/s320/Amul2.jpg" width="320" /></a></div><br />Amul is synonymous with dairy in India. Over the years they
have developed a perception as the most trusted dairy brand in the country. The
extension to fruit juices itself was a wager. I strongly believe Amul and Tru Seltzer
is a brand and category misfit. Will this brand qualify to be in the category
of carbonated beverage? How can a carbonated beverage be healthier? My strong
contention is that Amul must have tried to create a category by itself. <o:p></o:p><p></p>
<p class="MsoNormal" style="text-align: justify;"><span style="font-size: 12.0pt; line-height: 107%;">My second contention is about scaling up the brand. Amul wants
the brand to appeal to the masses(in fact the pricing is perfect) but with a
confused positioning, it will only get limited to a niche. <span style="mso-spacerun: yes;"> Appealing to youth also may be difficult, already we have lessons from brand Paperboat in front of us.</span></span></p><p class="MsoNormal" style="text-align: justify;"><span style="font-size: 12.0pt; line-height: 107%;">Given the successful history of Amul, all my concerns
may go wrong. Let’s wait and see.<o:p></o:p></span></p>
<p class="MsoNormal" style="text-align: justify;"><span style="font-size: 12.0pt; line-height: 107%;">For sure, one advantage is that one or two failure extensions
can never harm the strong, sincere, and exciting mother brand AMUL. <o:p></o:p></span></p>Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com2tag:blogger.com,1999:blog-5188218097258241982.post-31784224136413450942020-07-22T07:08:00.002-07:002020-07-22T07:09:14.685-07:00Fyre Energy Drink – Can it be a Firebrand?<div dir="ltr" style="text-align: left;" trbidi="on">
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAHdY-tHvrAMvz05ZcnjmXKRiQ_l3wj5ICWCPL_1u0uoqt5Hx3QGBxscQXpkf82UyT4b1T6lHx1F5kdOXgW0P6a5wmUe6SsgWj2kqAPbV4ws625ILTK3Y-jU0CIPXY2zQQACK58yX0hw/s1600/62308447_1096194270591769_4174877837150388224_n.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1500" data-original-width="1500" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAHdY-tHvrAMvz05ZcnjmXKRiQ_l3wj5ICWCPL_1u0uoqt5Hx3QGBxscQXpkf82UyT4b1T6lHx1F5kdOXgW0P6a5wmUe6SsgWj2kqAPbV4ws625ILTK3Y-jU0CIPXY2zQQACK58yX0hw/s200/62308447_1096194270591769_4174877837150388224_n.jpg" width="200" /></a></div>
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Who buys your brand? What does it
mean to your consumer? These are some regular queries raised by brand experts
even in casual discussions. Brand success/failures happened or yet to happen can
be very well ascribed to the lucidity of the above questions. The Indian
consumer today has evolved, <span style="mso-spacerun: yes;"> </span>reflecting a
radical shift in their preferences. Consequently, several brands were lucky to
intrude into the consumer’s mental landscape. One such category that gained
traction in the country is the energy drink category. Fyre Energy Drink is the new
enthusiastic and innovative addition to the category.<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify;">
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<div class="MsoNormal" style="text-align: justify;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgP0L8APcmNgfp71YpNj_EZRshWqLmHWjvAl3C8oou_66UBvKvpXDibiQ7rzFRznOV3QA5fMK2AQwlGr1isYK7dV1JPjUu7FwzRr1nos83py3uY7NJSt-PiwN_3kyX4BHTMwb-4aEZw9Q/s1600/81-energy-drink-mix-assorted-flavours-fyre-original-imafgxgd3nucspne.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="323" data-original-width="352" height="183" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgP0L8APcmNgfp71YpNj_EZRshWqLmHWjvAl3C8oou_66UBvKvpXDibiQ7rzFRznOV3QA5fMK2AQwlGr1isYK7dV1JPjUu7FwzRr1nos83py3uY7NJSt-PiwN_3kyX4BHTMwb-4aEZw9Q/s200/81-energy-drink-mix-assorted-flavours-fyre-original-imafgxgd3nucspne.jpeg" width="200" /></a>Energy drink traditionally is an
under- noticed category in India. Consumer awareness is abysmally low compared
to other beverages. Even though, market research reports forecast a CAGR of
9.22% for 2020 – 2025, market penetration is relatively a tough task. Moreover,
unlike other beverages, the energy drink category has a dominant player who
enjoys a healthy market share of above 80%. Hence, it compels a <span style="mso-spacerun: yes;"> </span>new brand to be innovative in its approach to the
market. In this context, Fyre was prodigious in its approach.<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">Fyre differentiated with the product
form. They are the industry first to launch a ‘cut-pour-stir’ format(Read
Powdered) of energy drink that comes in sachets. Sounds good and rather
innovative. Moreover, the portfolio includes<span style="background: white; color: #474747;"> various </span>flavours such as classic, orange, and lemon
and Fyre energy shots that are available through e-commerce platforms. <span style="mso-spacerun: yes;"> </span>Fyre available in different price points such
as <span style="mso-spacerun: yes;"> </span>Rs <span style="mso-spacerun: yes;"> </span>5, 15, 30, and 60 ensures affordability and
confirms price differentiation. On view through a branding lens, I am worried
whether Fyre is following the predecessors Urza, Tzinga, SoBe, Sting, etc. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi2Y5xkhrSDnzAfoyFfRFj9dtsXlV0FqEo-tdKCYqhopaEn0XV9GKC36rh7WY1mV2rB2zdNdFomrnj3MbN_1DT486p_ECZJ49uwv0qBrd3bUZpz6mL1PqDIiIMD2vs1OT_wI-dJxPr7hQ/s1600/1+%25281%2529.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="600" data-original-width="600" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi2Y5xkhrSDnzAfoyFfRFj9dtsXlV0FqEo-tdKCYqhopaEn0XV9GKC36rh7WY1mV2rB2zdNdFomrnj3MbN_1DT486p_ECZJ49uwv0qBrd3bUZpz6mL1PqDIiIMD2vs1OT_wI-dJxPr7hQ/s200/1+%25281%2529.jpg" width="200" /></a></div>
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<span style="mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">Theoretically, companies keep product
characteristics or consumer goals as the ‘Frame of Reference’(Point of Parity)
to claim membership. However, if a dominant competitor who exemplifies consumer
goals exists they become an obvious frame of reference. Fyre, as a powdered
energy drink, I feel does not match with category prerogative. The idea of
Sachet packs further distance the brand from the category. Then how can you a
member of the category? One must remember the fate of ‘Instant Horlicks’ which
failed in the market miserably.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">The three propositions of the company value
for money, sugar-free, and ease of storage/carrying are considered as Point –
of – Difference. How energy drinks are sold in India? Functional or Emotional. If
functional is the answer, then Urza must not fail. I strongly believe that for
Indian market energy drink is predominantly an aspirational lifestyle product. Consumer
buys it as a lifestyle statement. Hence, emotions surpass functions. Without
belittling the efforts behind developing a disruptive brand, I should say that Fyre
is a good brand in the wrong basket. However, the consumer mind is a black box.
They decide the fate of any brand I wish Fyre will have their dominant days
pretty soon.<o:p></o:p></span></div>
<br /></div>
Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com6tag:blogger.com,1999:blog-5188218097258241982.post-12346680591742284382020-05-05T03:22:00.003-07:002020-05-05T09:49:45.806-07:00Post Covid – How a Consumer Behave?<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgxbENP_LygWcCRUXbz2zWvKpfy9lfqioKnhO-ZVl62K-89wKe-c05VIMfF62BuVDHMw3_o5LJkGmy5Y34jsCeCMKCLdRHAnOztsEOYa-2RwXQrpVzI-V3O1PdoorXV5LzVwdCN4YI0RA/s1600/corona-1-3-895x336.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="336" data-original-width="895" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgxbENP_LygWcCRUXbz2zWvKpfy9lfqioKnhO-ZVl62K-89wKe-c05VIMfF62BuVDHMw3_o5LJkGmy5Y34jsCeCMKCLdRHAnOztsEOYa-2RwXQrpVzI-V3O1PdoorXV5LzVwdCN4YI0RA/s400/corona-1-3-895x336.jpg" width="400" /></a></div>
<div class="MsoNormal" style="text-align: justify;">
The world is passing through the
toughest of times. A Small virus has made the world standstill. All media,
mainly social media, is flooded with scary images from all parts of the globe.
We are staring at an apparent economic downturn. A vast majority of the population,
especially in developed nations, face a threat to their physiological
needs(Maslow’s Need Hierarchy Theory) for the first time in their life, which
has triggered the ominous panic buying. Lock down, social distancing, etc. have
become buzz words of today. We are all expecting a New Normal post-Covid. What
will happen to consumer behaviour? How will the brands respond?<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
I feel the New Normal will stay
forever, and the change seems to be irrevocable. However, brands have started
responding to the change. Opportunity lost for someone is gain for others. I
wonder the speed at which brands have tweaked their product portfolio by
including sanitizers and hand-washes in the kitty. The emergence of Zoom and
other platforms have portrayed a different dimension of consumer adoption.
Post-Lockdown, face masks, sanitizers, etc. may act as crowd pullers for small/
Kirana shops(a shift from cigarettes, recharge coupons, etc.). We are not sure
when the government will lift the lockdown. But for sure, there will be a surge
in usage of online platforms like Amazon, Flipkart, Swiggy, etc. that helps in
social distancing. The automobile sector may fare well as consumers avoid
public transport and rely on their vehicles. However, the most exciting and
crucial fact is the shift in consumer behaviour as such.<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
I predict three types of consumer
behaviour.<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<b>Liberated Buyer:- </b>You
can see liberated buyers immediately after lifting of lockdown. The consumer
enjoys freedom after a long time, and he now focuses on individual habits.
Besides, alcohol or tobacco, the consumer was missing a lot of his pet habits.
He may be missing a tea from his favourite shop or may be missing a Pizza,
Burger, etc. Moreover, he may have postponed purchase some necessities like
inner garments, natural beauty products, visit a beautician, etc. which had
frustrated them. In some families, this lockdown may be a revelation to
buy/change some kitchen utensils, or some consumer durables. This buying can
lead to a sudden surge in economic activity. But availability may be an issue
for at least some products. This behaviour is shared among all consumers, even though
wallet-size decides the extent of purchase.<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<b>Responsible Buyer:- </b> The
consumer accepts reality and become more accountable. There exist a
self-imposed austerity. Health and hygiene get a more significant share of
wallet. Since lockdown can happen anytime, there will be a demand for
large-volume packs and, in some cases, sachet packs. Sanitizers, hand washes,
immunity supplements, health drinks, etc. are considered inevitable by these
buyers. The consumer always makes a planned purchase and stay away from
impulses(read impulsive buying). They also strongly reappraise their
priorities.<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<b>Normal Buyer:- </b>The
Buyer shows a very regular buying pattern. They tend to buy everything, not
restricting themselves to necessities. They are less concerned about their wallet
and spend more time window shopping. They are least bothered about the pandemic
or any other issues. Moreover, for them, things are the same as before. I
presume this group of consumers is tiny in size.<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
These are just my anecdotal
observation. For sure, consumer behaviour will change, and the future will take
its due course.<o:p></o:p></div>
<br /></div>
Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com5tag:blogger.com,1999:blog-5188218097258241982.post-91333973804035364812020-04-29T03:51:00.004-07:002020-04-29T07:16:00.596-07:00Alto K10 – Bid Adieu. But Why?<div dir="ltr" style="text-align: left;" trbidi="on">
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiZD1gwUmORH3Z8Is-KWdkAOB7rNYKNug10xx9m_W1RfXOThHV8zx37n196KxnknyFhyFU0S91ndGeWRCaTgPQ7o_ZQcXH9G4EhzvnSANG0i-tCVP-jpFmh5hiMM4coAzyX2iu98qv1kg/s1600/new-maruti-suzuki-alto-k10-india.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="899" data-original-width="1578" height="182" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiZD1gwUmORH3Z8Is-KWdkAOB7rNYKNug10xx9m_W1RfXOThHV8zx37n196KxnknyFhyFU0S91ndGeWRCaTgPQ7o_ZQcXH9G4EhzvnSANG0i-tCVP-jpFmh5hiMM4coAzyX2iu98qv1kg/s320/new-maruti-suzuki-alto-k10-india.jpg" width="320" /></a></div>
<div class="MsoNormal" style="text-align: justify;">
The Indian car industry always
considers Maruti as the HUL of the car industry. They are well known for their
flurry of launches. I firmly believe that Maruti's top position in the Indian
market is attributed to these new launches. Are all launches successful? The
answer is a big No. Maruti's story is entwined with prosperous as well as
failure brands. However, the customer is happy and proud to own a Maruti.<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjhwkdZpCHn_itjl5bQ2sfoYADpAULFFpLiR9r8LneFceHh9jlSiccfs8s9U7wG2W9jPw1OE7Nctq8wkMZKCdgTa-fG8VZI1hPr7ANWIoTmWrI4Ol5dkLIwwbH3Il0crSOG2fiZwslb-w/s1600/S-Presso_vs_Alto_K10.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="675" data-original-width="1200" height="112" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjhwkdZpCHn_itjl5bQ2sfoYADpAULFFpLiR9r8LneFceHh9jlSiccfs8s9U7wG2W9jPw1OE7Nctq8wkMZKCdgTa-fG8VZI1hPr7ANWIoTmWrI4Ol5dkLIwwbH3Il0crSOG2fiZwslb-w/s200/S-Presso_vs_Alto_K10.jpeg" width="200" /></a></div>
<div class="MsoNormal" style="text-align: justify;">
The hot news of the month is
about a brand that had a meteoric rise and was in the kitty of Maruti for a
decade, Alto K10. Launched in the year 2010, Alto K10 was a modified version of
their ever best-seller brand Alto. In Marketing terms, the launch was a line
filling. There existed a gap in the market between the entry-level segment Alto
and a slightly high-end Wagon R. Alto K10 was Maruti's answer for the need. The
brand was doing good, or I should say, still doing good. But no major facelift
has been done to the brand since 2014 as per the company sources. But why?<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEguFmrscn1X-PFTwmzzXXRFo4UYM4TgkkVcZ0u8z-taadFiYO3CLgQ9_wl0Zy1tmj5odJFE8erBV6Oh9AjM7evJt1CV5dYUyMNOpr8ztdCUi8pNpcUy3-u5x4D6xiWwr1FQmlQlNH5mUA/s1600/S-Presso_vs_Kwid__2_.jpeg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="675" data-original-width="1200" height="112" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEguFmrscn1X-PFTwmzzXXRFo4UYM4TgkkVcZ0u8z-taadFiYO3CLgQ9_wl0Zy1tmj5odJFE8erBV6Oh9AjM7evJt1CV5dYUyMNOpr8ztdCUi8pNpcUy3-u5x4D6xiWwr1FQmlQlNH5mUA/s200/S-Presso_vs_Kwid__2_.jpeg" width="200" /></a></div>
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K10's exit was not an ignominious
one. For me, K10 was a cash cow for Maruti. To be more specific it has reached
the maturity stage of the product life cycle and without market/product modifications
survival is tough. Moreover, the success of cross over SUV – like models such
as Kwid accelerated the push outside. But I don't think there is a desperate
need to discontinue the brand. The factor that, to me, has contributed to
the exit of K10 is brand cannibalization. After the initial success of S
Presso, K10 started losing its customers to S Presso, which is a classic case
of cannibalization. The threat of cannibalization is always there if your
portfolio size is large. Companies usually manage it by withdrawing one brand.
In this case, Maruti wants to protect the younger one with a more meaningful
life. The fate of S Presso is again uncertain. But investing in a question mark
is more critical than protecting a cash cow. (Cash cow, Question Marks are two
quadrants of the BCG Matrix).<o:p></o:p></div>
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<span style="text-align: justify;">Anyway, it is time for us to bid
farewell to an exciting brand that people remember forever.</span><br />
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<o:p></o:p></div>
<br /></div>
Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com0tag:blogger.com,1999:blog-5188218097258241982.post-17954713374310648632020-04-20T09:19:00.002-07:002020-04-20T09:22:29.336-07:00New Santro – Facing an Identity Crisis?<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimRMNg6YEmmDThQLM2RtodIgWMmDRy6KX-vkzxfxaZKspgTnol6qVo97DnbV0NFUqJz87TM_8uVOmpwfhuwVSBAsiZQxzQvLOWQsFEHtZCON8wOIvO3mHcEIeXC8z7ElDxaTPFuJrn2A/s1600/hyundai-santro.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="440" data-original-width="845" height="206" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimRMNg6YEmmDThQLM2RtodIgWMmDRy6KX-vkzxfxaZKspgTnol6qVo97DnbV0NFUqJz87TM_8uVOmpwfhuwVSBAsiZQxzQvLOWQsFEHtZCON8wOIvO3mHcEIeXC8z7ElDxaTPFuJrn2A/s400/hyundai-santro.jpg" width="400" /></a></div>
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<span style="font-family: "calibri" , "sans-serif"; font-size: 12.0pt; line-height: 115%;">The Indian
Automobile sector today, like other sectors, is haunted by the ‘tyranny of
choice’(Phrase Courtesy: Jack Trout). One wrong step can result in irreversible
damage both for image and market share. The bygone years have witnessed an
enormous leap in the number of car brands in the country. The level of
competition in the market intensified. Some brands got vanished in no time
while new ones occupied the space. New designs and technology replaced the
obsolete. However, Maruti and Hyundai still enjoy the top two positions in the
market with Maruti on top. <o:p></o:p></span></div>
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<span style="font-family: "calibri" , "sans-serif"; font-size: 12.0pt; line-height: 115%;"><br /></span></div>
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<span style="font-family: "calibri" , "sans-serif"; font-size: 12.0pt; line-height: 115%;">In such a
scenario, if a brand survives and survives for more than two decades, it is
often laudable. Maruti’s Wagon R and Hyundai’s Santro, who are still in the
race, have a rivalry for years. Wagon R has crossed three generations with
seven models during the past 21 years, and the journey is on. Santro, the first
mover in the segment, has also crossed three generations but took a break for 4
years as the model was withdrawn in the year 2014 and reintroduced in 2018.
Breaks are always good for a fresh start, but was this good for the brand? I
doubt whether Hyundai made a mistake while retaining the brand identity of New
Santro?<o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhI_JiOtKmJoBfE3wkjS5Tsv46QxRmV6SK7WMdoqYXQcgr7UiRSMyNwktw9uOp4HqX5xRCGnkqg74SS7C3792tom1HDJ_9Um2LJ6HNtMdFyvNQFXt1j89PQNTy32VjqDPxJXTHm0XZHHQ/s1600/20190131080543_2019-Maruti-Wagon-R-front-a.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="578" data-original-width="872" height="132" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhI_JiOtKmJoBfE3wkjS5Tsv46QxRmV6SK7WMdoqYXQcgr7UiRSMyNwktw9uOp4HqX5xRCGnkqg74SS7C3792tom1HDJ_9Um2LJ6HNtMdFyvNQFXt1j89PQNTy32VjqDPxJXTHm0XZHHQ/s200/20190131080543_2019-Maruti-Wagon-R-front-a.jpg" width="200" /></a></div>
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<span style="font-family: "calibri" , "sans-serif"; font-size: 12.0pt; line-height: 115%;">A brand
vouches for modification when it reaches the maturity stage of the life cycle.
Both Wagon R and Santro on reaching maturity stage also forced a lot of modifications. At
this juncture, Hyundai decided to take a break and relaunch while Wagon R came
with modifications. The brand identity for both Wagon R and Santro is that of a
‘Tall Boy.’ The Point of Parity is this, while Point of Difference is the
performance and mileage. Maruti was very particular in maintaining the identity
of Wagon R, all through the product modifications. If we check into the
different models, one can quickly identify with the ‘Tall Boy’ image. The Big
New Wagon R launched in 2019 seems to be accepted well by consumers, and you
can spot more numbers on the road.<o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjix_h8fzXZF480aPuLpOBSw1GYPBG6hXQx580ZnnYcBJha8XGdGDc11jSgJ_4U94-efEAsDlL51HW4TWzaKzeRHVDVz703UlJdZfuZbktTdrga-fyCqXEvATTAsj8BAOM2PkWYOds1HA/s1600/hyundai-santro-cng-vs-maruti-suzuki-wagon-r-cng.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="440" data-original-width="660" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjix_h8fzXZF480aPuLpOBSw1GYPBG6hXQx580ZnnYcBJha8XGdGDc11jSgJ_4U94-efEAsDlL51HW4TWzaKzeRHVDVz703UlJdZfuZbktTdrga-fyCqXEvATTAsj8BAOM2PkWYOds1HA/s320/hyundai-santro-cng-vs-maruti-suzuki-wagon-r-cng.jpg" width="320" /></a></div>
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<span style="font-family: "calibri" , "sans-serif"; font-size: 12.0pt; line-height: 115%;">The New
Santro was launched with much fanfare. The brand was successful in obtaining
initial orders at ease. But to me, the brand failed to continue the show. Here
comes the importance of Brand Identity. The new Santro to me has compromised on
the ‘Tall Boy’ posture, and the Deja Vu(of old Santro) was missing.<o:p></o:p></span></div>
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<span style="font-family: "calibri" , "sans-serif"; font-size: 12.0pt; line-height: 115%;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "calibri" , "sans-serif"; font-size: 12.0pt; line-height: 115%;">Moreover, the
brand resembled the other brands such as i10, Grand i10, which creates
confusion among the consumers. Is Santro now facing an identity crisis?. It is
not a ‘Tall Boy,’ not a replacement for i10, Grand i10, etc. So what is Santro?<o:p></o:p></span></div>
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<span style="font-family: "calibri" , "sans-serif"; font-size: 12.0pt; line-height: 115%;"><br /></span></div>
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<span style="font-family: "calibri" , "sans-serif"; font-size: 12.0pt; line-height: 115%;">Going by the
track record of Hyundai, one can assume that Santro will find its space in the
market, but my gut feeling is that if they have maintained the “Tall Boy’
posture, it would have been a cakewalk for them.<o:p></o:p></span></div>
<br /></div>
Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com0tag:blogger.com,1999:blog-5188218097258241982.post-23280379468115431982020-04-15T05:59:00.002-07:002020-04-15T06:01:35.350-07:00POP/POD and Positioning Conundrum – Sensodyne<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjzHDQRleTIFiwHp0vv5n4n7Bo0ok2g2Aw7uNp2WddOOLqZ66pRZbOxbwFbmuuZrzAXK5lRePhTWRBGt6QGPnUEbBdgHZqy7RPzIdwah40OJyA3JMNxhLo9RNBxB0oYNOt8oSBP7pozLw/s1600/Sensodyne_logo_1920x1080.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="900" data-original-width="1600" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjzHDQRleTIFiwHp0vv5n4n7Bo0ok2g2Aw7uNp2WddOOLqZ66pRZbOxbwFbmuuZrzAXK5lRePhTWRBGt6QGPnUEbBdgHZqy7RPzIdwah40OJyA3JMNxhLo9RNBxB0oYNOt8oSBP7pozLw/s320/Sensodyne_logo_1920x1080.jpg" width="320" /></a></div>
<div style="margin-bottom: .0001pt; margin: 0in; text-align: justify;">
<span style="color: #0e101a; font-family: "calibri" , "sans-serif"; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Positioning
is always tricky. Brands quite often get confused about what to position, how to
position, and so forth. However, the success of brands depends upon how you
place the brand in the minds of the consumers. In a crowded FMCG sector, the
positioning conundrum is highly visible. The toothpaste industry gives us a
classic case of POP/POD, Positioning conundrum.</span><o:p></o:p></div>
<div style="margin-bottom: .0001pt; margin: 0in; text-align: justify;">
<br /></div>
<div style="margin-bottom: .0001pt; margin: 0in; text-align: justify;">
<span data-preserver-spaces="true"><span style="color: #0e101a; font-family: "calibri" , "sans-serif"; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Colgate Palmolive and HUL dominate the toothpaste
industry in India for years. Colgate, with a market share of 58%, enjoys being
the leader in the category with Pepsodent, Close – Up, Patanjali, Dabur,
Sensodyne, etc. follow the race. On observing the industry, I wonder why
Competitive Positioning is essential? Unlike other industries, the brand
loyalty of toothpaste is very high. One can find families using Colgate for
generations. Then why brands always run behind competitors?</span><o:p></o:p></span></div>
<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/ldiYy03btaM/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/ldiYy03btaM?feature=player_embedded" width="320"></iframe></div>
<div style="margin-bottom: .0001pt; margin: 0in; text-align: justify;">
<br /></div>
<div style="margin-bottom: .0001pt; margin: 0in; text-align: justify;">
<span data-preserver-spaces="true"><span style="color: #0e101a; font-family: "calibri" , "sans-serif"; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Sensodyne, a GSK global No.1 brand entered the Indian
market in the year 2011. The launch was not smooth as the core benefit of the
brand i.e., reducing teeth sensitivity, was not accepted by people. The more
significant insight is that consumer awareness of such a condition is inferior.
So it was imperative for the brand to first turn attention to Point – of –
Parity(POP). The taste and foaming(significant drivers of consumer buying
decisions of toothpaste) were adjusted to suit the Indian market. The Point –
of – Difference(POD) was reducing tooth Sensitivity(Benefit Positioning). When
the whole industry was aggressive and widely used red ocean strategy, Sensodyne
marched in a different route.</span><o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0in; text-align: justify;">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/xi88_as1aQo/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/xi88_as1aQo?feature=player_embedded" width="320"></iframe></div>
<div style="margin-bottom: .0001pt; margin: 0in; text-align: justify;">
<span data-preserver-spaces="true"><span style="color: #0e101a; font-family: "calibri" , "sans-serif"; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Herding behaviour is present in all sectors.
Cause-related advertisement is a trend today. All companies now bet for a
cause. Why this herding behaviour? In the toothpaste sector, Smile is the new
positioning normal. Competitive Positioning is not new, but I consider it a
waste of money. Why brands like Colgate, which enjoy high brand loyalty goes
for herding? This always amuses me. A challenger brand using competitive
positioning is understandable, but can’t they travel in a different route i.e.,
rely on POD.</span><o:p></o:p></span></div>
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<span data-preserver-spaces="true"><span style="color: #0e101a; font-family: "calibri" , "sans-serif"; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></span></div>
<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/bvkCYul6DOo/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/bvkCYul6DOo?feature=player_embedded" width="320"></iframe></div>
<div style="margin-bottom: .0001pt; margin: 0in; text-align: justify;">
<span data-preserver-spaces="true"><span style="color: #0e101a; font-family: "calibri" , "sans-serif"; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></span></div>
<div style="margin-bottom: .0001pt; margin: 0in; text-align: justify;">
<span data-preserver-spaces="true"><span style="color: #0e101a; font-family: "calibri" , "sans-serif"; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">The last company in the sector to show herding is
Sensodyne. They have given away their sensitivity proposition from the latest
ads. They also now rely on competitive positioning. But Why? I think there is a
shift of focus from being a specialist brand to a mass-market brand. Being a
mass brand can, of course, attract more new users and increase usage. I doubt
the success of this positioning as we know Sensodyne only as an expert. Now a
change in approach makes the brand susceptible. When Xerox tried to change the
positioning from a photo copier to a ultimate communications provider, the
brand failed miserably. The brand IGNIS of Maruti launched through Nexa Outlets
confused people. This is the classic positioning conundrum I was discussing
here. Will this approach succeed? Wait for time to say something.</span><o:p></o:p></span></div>
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Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com0tag:blogger.com,1999:blog-5188218097258241982.post-42394697930763944742020-04-04T03:18:00.002-07:002020-04-04T03:21:58.662-07:00Neeman’s Shoes – Comfort Redefined<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhGu_EDKcYHkKPdCFiunax8EYO81uYbXHMoEnWO7meG_ulvslbe_yyslORG8nyEnY4g_hIqjDiDHzmlAn06hkyGr_KPQ2Ii_pdakOh1FAfqBWeECn1D3u0XaRTBzfcZeJ1Z25_r0qbpqw/s1600/0.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="200" data-original-width="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhGu_EDKcYHkKPdCFiunax8EYO81uYbXHMoEnWO7meG_ulvslbe_yyslORG8nyEnY4g_hIqjDiDHzmlAn06hkyGr_KPQ2Ii_pdakOh1FAfqBWeECn1D3u0XaRTBzfcZeJ1Z25_r0qbpqw/s1600/0.png" /></a></div>
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<span style="font-size: 13.5pt; line-height: 115%;">It’s been a long time since I have written
something here. Thanks to the lock down. Unexpected lock down helped us
understand life in a different way. But marketers are always very hard to
guess. Their expertise in identifying markets and opportunities is beyond our
imagination and often laudable. Neeman’s is a new entrant in the market beyond
your imagination. Can a shoe be made of wool? I have never thought of it till
the recent past. But the answer is Neeman’s Shoes.</span><span style="font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;"><br /></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEghTyTklH1QqELVNC731NkB1MJ4q4YsJismq9WQ_yVUQQE_HJ4CK0eRu_Vb_yRpFXByD_KEF1rZFYQue9NdWag8yd8pGDHiJF2XJTMsVzV1vr6O-HP1AIltgiNCvoN5I1iuF8rNpmpyLA/s1600/images.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="148" data-original-width="340" height="138" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEghTyTklH1QqELVNC731NkB1MJ4q4YsJismq9WQ_yVUQQE_HJ4CK0eRu_Vb_yRpFXByD_KEF1rZFYQue9NdWag8yd8pGDHiJF2XJTMsVzV1vr6O-HP1AIltgiNCvoN5I1iuF8rNpmpyLA/s320/images.jpg" width="320" /></a></div>
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<span style="font-size: 13.5pt; line-height: 115%;">Neeman’s is a Hyderabad based start-up started
selling shoes since 2017. What makes Neeman’s different from the competition is
the product itself. Neeman’s are shoes made of Australian Merino wool. The
primary differentiator to me is the fabric, and secondary is comfort. Neeman’s
has three variants viz. Jogger’s, Sneakers, and Loafers. Given the value, I
feel the pricing is reasonable. Neeman’s shoes are priced at approx. INR 7000
per pair. Neema’s shoes, as of now, are available only online.</span><span style="font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;"><o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimSHEyovm6T8zvu85kGaBVn_M3DpbgCa70_QJ2jpfLohrcrQXf1F2k04wqfrh-zMITuywXnyFse8mjBKluemBRlDBeRDCg3Cit9PtHjr1MG1I6zcLGSRRY-bYdLvoZ1xbPW79ruEFznQ/s1600/images+%25281%2529.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="225" data-original-width="225" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimSHEyovm6T8zvu85kGaBVn_M3DpbgCa70_QJ2jpfLohrcrQXf1F2k04wqfrh-zMITuywXnyFse8mjBKluemBRlDBeRDCg3Cit9PtHjr1MG1I6zcLGSRRY-bYdLvoZ1xbPW79ruEFznQ/s320/images+%25281%2529.jpg" width="320" /></a></div>
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<span style="font-size: 13.5pt; line-height: 115%;">The target market segmentation is based on
demographics and lifestyle. Neeman’s is available for both men and women and
focuses more on the environmentally-conscious buyer. The tipping point to me is
the design as it suits all activity i.e., it serves as running shoes, a pair of
casual shoes, lounging shoes, etc. In an already crowded industry, how you
position yourself is very crucial. In my view, Neeman’s had succeeded in
finding a differing proposition. Neeman’s is positioning is on comfort as well
as one – size –fits – all(Read one shoe for all activities and all-weather).
Hence, being considered as a multipurpose shoe is a clear differentiator. The
lightweight and breathable material keep the wearer cool during hot weather and
warm during the Winter season.</span><span style="font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;"><o:p></o:p></span></div>
<br />
<div class="separator" style="clear: both; text-align: left;">
<span style="font-size: 13.5pt; text-align: justify;">Usually, brand pundits say that if you
don’t have a unique product try a unique way of communication. However,
Neeman’s has tried both. Their product, as I said earlier, is unique, and by
having exceptional communication, the brand ensured they stand apart. The
digital ad for the brand features stand -up comedian Vir Das, who talks about
shoes and the brand in a very humorous and attractive way,unlike usual
run-of-the-mill shoe </span><span style="font-size: 13.5pt; text-align: justify;">ads.</span></div>
<div class="separator" style="clear: both; text-align: left;">
<span style="font-size: 13.5pt; text-align: justify;"><br /></span></div>
<div style="text-align: center;">
<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/MEr56LcM6Gw/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/MEr56LcM6Gw?feature=player_embedded" width="320"></iframe></div>
<br />
<div style="text-align: justify;">
<br /></div>
<br />
<br />
<div style="margin-bottom: .0001pt; margin: 0in; text-align: justify;">
<span style="color: black; font-size: 13.5pt;">In a nutshell, a potential winner is born.
Early adopters well accepted the introduction. But my worry is on the journey
ahead. Can the company scale up the brand or will remain as a niche. To scale
up, you have to be aggressive. But the brand has not shown any aggression to
date. Since the pricing is a tad higher, democratizing the brand will be
different. Only time can decide fate.</span><o:p></o:p></div>
<br /></div>
Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com1tag:blogger.com,1999:blog-5188218097258241982.post-6675995430299576202019-07-09T22:16:00.000-07:002019-07-09T22:16:49.696-07:00Can Water be Smart? - Coca Cola Smartwater<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhr9_m5joX4ETJVy1jf3iG87d13H6n22uKYCGVO-NPCT88eigZJxXuJZiR9_8XDQk6zT9lJePXrYJwurvxBLNdDy4ZPyL5ay2JQyh6hUczS0CtgjWf2fR1mhRea7FOw8fCasWlheYkVlw/s1600/gallery2.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="272" data-original-width="470" height="231" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhr9_m5joX4ETJVy1jf3iG87d13H6n22uKYCGVO-NPCT88eigZJxXuJZiR9_8XDQk6zT9lJePXrYJwurvxBLNdDy4ZPyL5ay2JQyh6hUczS0CtgjWf2fR1mhRea7FOw8fCasWlheYkVlw/s400/gallery2.png" width="400" /></a></div>
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Ever since I started observing the packaged water industry, I was pretty amused by the whole idea of packaged
drinking water. What is in the water? Who cares about a brand? What is so special
in bottled water? It quenches your thirst as usual. Are we concerned about pH
factor or the presence of minerals? How can we find a difference between brands?
Is it worth spending time for choice? I presume even the people in the industry
also may agree with me for instance. But how long companies can survive without
differentiation? Apparently, a shift is visible now. A few attempts are done by
the giants in the industry like Bisleri, Pepsi Co’s Aquafina, TBL, and Coke. <o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
The packaged drinking water market is
an Rs. 14,000 crore market with a CAGR of 20%. A vast majority of the market
(approx. 65%) is in the unorganized cottage industry that too comes in around 3000
labels. Bisleri is the pioneer in the industry and the key player has
democratized bottled water when potable drinking water was the need of the
hour. Interestingly, over the years all the players in the market are operating
at the same price point which makes differentiation hardly possible. <o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEigN9bmMKUlINW3kWz4R310w5PAEpdnwrMa90AZmKVWeJbV_c6VfkVqeDeISfW4XgxYyOr82c8bW-YqAWx8z1N9DKW3pDS3jSYk502A_k4jLJwY2gvUYkLgohdZ-xTTRaTUNpUYDQf7_A/s1600/what-smart.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="272" data-original-width="470" height="185" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEigN9bmMKUlINW3kWz4R310w5PAEpdnwrMa90AZmKVWeJbV_c6VfkVqeDeISfW4XgxYyOr82c8bW-YqAWx8z1N9DKW3pDS3jSYk502A_k4jLJwY2gvUYkLgohdZ-xTTRaTUNpUYDQf7_A/s320/what-smart.png" width="320" /></a></div>
<div class="MsoNormal" style="text-align: justify;">
However, here comes time for water
to be more than water. Coke with their launch of new product in the category
Coke SmartWater is trying to differentiate from the clutter. A per Coca Cola,
Smartwater is vapor – distilled and re-mineralized with electrolytes-
potassium, calcium, and magnesium which gives water a distinctive pure and crisp
taste. An innovation inspired by nature.<span style="mso-bidi-font-weight: bold;">
</span>The product is exciting. It perfectly fits with the portfolio. But the challenge is in gaining traction in the high price-sensitive Indian market.
Moreover, Bisleri and TBL are already in this segment with Vedica and Himalayan
respectively.<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
When we talk about STP, it is
obvious that the product is premium. It largely appeals to Urban Tier 1 consumers.
While the USP of competitors is ‘naturally sourced water’, SmartWater uniqueness
is in the manufacturing process <span style="mso-bidi-font-weight: bold;">'the
way clouds are made'. In a market where consumer consciousness on quality is
still low, will the consumer appreciate this USP? Only time has to say. However,
I strongly believe that the brand name is catchy. The name SmartWater can
induce curiosity among the people and can attract the tech-savvy youth of
today.<o:p></o:p></span></div>
<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dwLmLisEkra6jXZ-vTwYodaq2n2UOE45VnsIjA7zg7F37C7TidIep9CXx8qQx87KcFFP7mAJbXFSnmHyRGCwQ' class='b-hbp-video b-uploaded' frameborder='0'></iframe></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="mso-bidi-font-weight: bold;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="mso-bidi-font-weight: bold;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dzP_B_XlqS_Xk5Gvq8Vfa9Ct8h9SDAojNnTPpFrKCyUY3U6YKktp38NeRUxKAoF8Da0AyKgLI6RClEesSanNg' class='b-hbp-video b-uploaded' frameborder='0'></iframe></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="mso-bidi-font-weight: bold;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
To me what makes the brand unique is the brand communication. They have
become the industry first to rope in celebrity endorsers for bottled water.
They have used Radhika Apte and Rana Daggubati in their black and white (read
classic) ad films for SmartWater. Through the campaign, coke has tried to make it
is a lifestyle choice, a frame of mind and an attitude of seeking the best. The
ads I think can definitely induce trial in an aspirational buyer.</div>
<div class="MsoNormal" style="text-align: justify;">
<span style="mso-bidi-font-weight: bold;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="mso-bidi-font-weight: bold;">The fate of the brand is certain. It can’t bring numbers at least for a few
years. You can’t expect also. But having such a product in the portfolio can
certainly enhance the brand image. </span><o:p></o:p></div>
<br /></div>
Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com1tag:blogger.com,1999:blog-5188218097258241982.post-8598296907204467072019-07-08T00:26:00.000-07:002019-07-08T00:26:33.391-07:00UNIBIC goes Paan India<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhuwHJ1Prtun2uauhl4r6r11mBBlHppCGzDXXEn0oTPv5quEx5pQSlyQTqu-cxK-XY9aVCeZJNkfQ7zXp8kvbpsM4NsHSj-PEh7C9e8xkLvUAGfygCBHJL7jn8eqwTNJNsamwQpB6pjtA/s1600/5bc70b40954b907cffaaa6fb_Unibic%2527s-range-of-products.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="400" data-original-width="800" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhuwHJ1Prtun2uauhl4r6r11mBBlHppCGzDXXEn0oTPv5quEx5pQSlyQTqu-cxK-XY9aVCeZJNkfQ7zXp8kvbpsM4NsHSj-PEh7C9e8xkLvUAGfygCBHJL7jn8eqwTNJNsamwQpB6pjtA/s400/5bc70b40954b907cffaaa6fb_Unibic%2527s-range-of-products.png" width="400" /></a></div>
<div class="MsoNormal" style="text-align: justify;">
A few years ago, if you ask anybody
in India about a cookie, they will better point their fingers towards Britannia
Good Day. Yes. Good Day was a synonym for cookie in India. But there is a
significant shift happening in the industry. The consumer awareness and
affinity to cookies have increased. <span style="mso-spacerun: yes;"> </span>This
has made the cookie industry exciting for the biscuit marketers across the
country. In the approximately Rs 300 billion biscuit industry the cookie
segment accounts for around 30 percent share at Rs 90 billion. Biscuit giants
like Parle, Britannia, ITC and a host of players are targeting this market very
aggressively. The market is dominated by Britannia’s Good Day and Parle’s Hide
& Seek. <span style="mso-spacerun: yes;"> </span>A relatively late entrant
UNIBIC is also there in the race for the pie in the market.<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEinK8CX1lWtXYSqUlfP9Bl-0OdT7zuOovOiNe-DtHYGs5BboC6oZ0ZxsssHHFlULNPYahCH8MIQZmcXq85Iuoxm3mZSY-5hqjk-TIap_rRLQZZhjJFgrzeWyx0DdfirT30VC4t1KrQ2Fw/s1600/methapan.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="350" data-original-width="880" height="127" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEinK8CX1lWtXYSqUlfP9Bl-0OdT7zuOovOiNe-DtHYGs5BboC6oZ0ZxsssHHFlULNPYahCH8MIQZmcXq85Iuoxm3mZSY-5hqjk-TIap_rRLQZZhjJFgrzeWyx0DdfirT30VC4t1KrQ2Fw/s320/methapan.png" width="320" /></a>UNIBIC which came to India had a
rough patch for around 10 years. It suffered lackluster response from the
customers as well as internal issues which made the company lag behind
competitors. Although the brand is home to a wide array of products like
biscuit, cookie and snack bar, I strongly believe that brand equity is
still at stake.<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhhpxEFNtZJ8eHjT2ek5giH1gJ3vjqFcKcZWD9SChw84fUqisEeZYWENENjYtPccOL7UfFC03HPsbNELpN1Sk6vpmP9tLHupr6Im_-bEkK4thNzZM2-47yvRejQwRr84mQ_C1Ye4H78Vw/s1600/45461_pop.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1008" data-original-width="1600" height="201" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhhpxEFNtZJ8eHjT2ek5giH1gJ3vjqFcKcZWD9SChw84fUqisEeZYWENENjYtPccOL7UfFC03HPsbNELpN1Sk6vpmP9tLHupr6Im_-bEkK4thNzZM2-47yvRejQwRr84mQ_C1Ye4H78Vw/s320/45461_pop.jpg" width="320" /></a>The product portfolio of UNIBIC
is varied. A glance into their website exposes you to around 30 different
cookie and snack bar variants spanning across 8 different categories. It stands
out of the competition in terms of product design (design resembles a handmade
cookie) and innovation. They a few years back launched the Chywanprash variant
which was later pruned out. Their appetite in understanding consumer palate is
unmatched as now they have launched a Meetha Paan variant of the snack bar. The fate
of the variant is yet to be decided but the innovative spirit is commendable. In
order to tap the rural market, the company also have Rs.10 packs in the kitty
which is on par with the competition. Have quality products but yet to grab a lion’s
share of the market? Quite interesting? I feel that barring product they failed in
building the brand. The glad news is that they are now the market leader (as claimed
by the company) in the snack bar category.<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="tab-stops: list 36.0pt; text-align: justify;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiS3xipTDIOyA-KHbMC_Sj4vE_5K58FVYw5Zbmd02k3C5NfmS0zi7q39ogNu2gvB4OG_hMQZYRMSzwWuJD46howBQy4QvApY0PMt3Vqgpf0id9Q_mYtoGHz0jvl3OSEALyVNnn3Vs9MrA/s1600/45457_529x529.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="388" data-original-width="529" height="234" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiS3xipTDIOyA-KHbMC_Sj4vE_5K58FVYw5Zbmd02k3C5NfmS0zi7q39ogNu2gvB4OG_hMQZYRMSzwWuJD46howBQy4QvApY0PMt3Vqgpf0id9Q_mYtoGHz0jvl3OSEALyVNnn3Vs9MrA/s320/45457_529x529.jpg" width="320" /></a>UNIBIC
follows a brand building strategy which is I think is long term in nature. On
looking at distribution they have now a presence in around 3, 00,000 outlets
across the country. Is it enough? Their institutional selling is strong as they
have partnered with Retail Chains, IT Firms, banks, Corporates, Government
Organizations, Caterers, Hotels, Hospitals, and Educational Institutions, etc. The
major institutional clients include Indian Railways and a lot more. The company
is also expanding its business to North India and planning for a new facility
in North India ensuring a pan – India presence. But I doubt the positioning of
the brand. On brand equity terms do the brand enjoy high brand awareness? The
product placement in the retail chains, bus waiting shed branding as well as
bill boards are truly attractive. Can they contribute more than salience?
UNIBIC is still sold mostly in bundled packages which can induce consumer trial
but the product imagery may get affected over a period of time. The
Segmentation of UNIBIC goes like this. Cookies are primarily for kids, the
digestive range of biscuits are for the middle-aged segment and the sugar-free
cookies are for old people. The snack bar is for pan – Indian consumers.<o:p></o:p></div>
<br />
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<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dzOHYW90dtk-OkGC5TOnPQivJcFkRLlL_XRW3QQo2fr7ZMGQ1Zpw9LDh9e_MJG8lUq8Z9svGLG4tUS8jlg8xw' class='b-hbp-video b-uploaded' frameborder='0'></iframe></div>
<div class="MsoNormal" style="tab-stops: list 36.0pt; text-align: justify;">
On
marketing communication the brand has adopted myriad ways to connect with the
customers. The brand has connected with the customers over outdoor media as
well as TV and digital. To promote Unibic's cookies and snack bars, the company
teamed up with influencers across Instagram and also partnered with Shilpa
Shetty Kundra's YouTube channel in a bid to promote their digestive cookie
offering. Product activation was also done during events like Puri Jagannatha
Yathra. All these have helped in enhancing secondary association. In 2016 brand
started using UBU mascot in their campaigns. It has gained appreciation from
all corners of the industry. With UBU the brand tries to be lively and friendly
personality. The UBU and other campaigns across social media platforms like Facebook
and Instagram earned a lot of followers. But in gaining an emotional connection I
strongly believe the brand miss a celebrity endorser. In a highly competitive
market, it is very important for a brand to have a strong secondary association
which a celebrity can provide. A brand is more than a product. So a strong
emotional connect can enhance brand equity. I also believe that UNIBIC can
follow a cause-related marketing campaign which can also create a strong
association.</div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg8Mmn5dPxUwXrL9q9fJo-CJ_YzvazY9mwOExmLEyEc2Bue0eQQvsk8DMQPjbb6gpWs2OyqNy33mVChyphenhyphenOoeMiwLvQtXW6kFFKpGqMa0aRcmVfTPy3ZRs5kStqxlllOZ2L9N_766O05iSA/s1600/62308447_1096194270591769_4174877837150388224_n.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="355" data-original-width="960" height="118" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg8Mmn5dPxUwXrL9q9fJo-CJ_YzvazY9mwOExmLEyEc2Bue0eQQvsk8DMQPjbb6gpWs2OyqNy33mVChyphenhyphenOoeMiwLvQtXW6kFFKpGqMa0aRcmVfTPy3ZRs5kStqxlllOZ2L9N_766O05iSA/s320/62308447_1096194270591769_4174877837150388224_n.jpg" width="320" /></a></div>
<o:p></o:p><br />
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<br /></div>
<div class="MsoNormal" style="tab-stops: list 36.0pt; text-align: justify;">
Anyway,
UNIBIC with the high-quality product portfolio they have will surely become a
challenger in the market in the near future.<o:p></o:p></div>
<br /></div>
Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com0tag:blogger.com,1999:blog-5188218097258241982.post-24962883464475279312018-11-14T02:35:00.000-08:002018-11-14T02:35:19.503-08:00Honeywell Indoor Air Purifier – Can it stay healthy?<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg2h-u6gAqd6GqCV4As9knxQUQ9tsz7LqiqvBeVNAW1hN5R7C_FY7orCLzpplDpL4H1lYSDG-kU1nsJi84Q5IDLwAMN7FnHwUcRS1N0YhGSxg_SyA7mpO8VA9GG5xpytT8uiPl8ayJxbg/s1600/honeywell-air-touch-room-air-purifier-gold-500x500.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="500" data-original-width="500" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg2h-u6gAqd6GqCV4As9knxQUQ9tsz7LqiqvBeVNAW1hN5R7C_FY7orCLzpplDpL4H1lYSDG-kU1nsJi84Q5IDLwAMN7FnHwUcRS1N0YhGSxg_SyA7mpO8VA9GG5xpytT8uiPl8ayJxbg/s320/honeywell-air-touch-room-air-purifier-gold-500x500.jpg" width="320" /></a></div>
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What is in the air? The timing is perfect while I ask this question as Delhi is choking. Pollution in India is snowballing at a faster pace. Even though, Delhi is worse other cities also show poor air quality. Several agencies like Pollution Control Board are concerned on the poor outdoor air quality over the years. People are happy staying indoors to avoid exposure to pollution. But are indoors safe? Our incense sticks? Do they pollute our home? Our cooking? Is it harmful? Our indoor upholstery? Who knows?<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
But this has been taken as an opportunity by a lot of companies. Already we have international companies like Dyson, Philips, Honeywell, Xiaomi, HUL’s Pureit along local players like Kent, and Bluestar competing for a space in the market. According to a marketing research firm Euromonitor, the sales of air purifiers are roughly Rs. 116 crores in 2017 and expected to grow 14.5% by 2022. Considering the fact that India is home to half of the 20 most polluted cities in the world, I think the figures shown are abysmal.<o:p></o:p></div>
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<br /></div>
<div class="MsoNormal" style="text-align: justify;">
In marketing terms, I presume this is a classic case of non-existent demand. People are unaware of the product or uninterested in the product. Lack of awareness of indoor pollution is a huge challenge for companies. On browsing through various commercials, I found that the companies have meticulously tried to make their commercials more informative. But then why the market chokes?<o:p></o:p></div>
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The answer for this I feel is that people still perceive air purifier as an aspirational product. There is a confusion between mass and premium positioning. Since there is a presence of inferior players in the market, marketers are skeptical about where to position air purifiers. Another difficulty is that utility cannot be measured normally and so there is no differentiation as such in the product. The emotional appeal i.e. family based appeal has become pretty common and so people don’t find it appealing also.<o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj58yYHWarUgHvc7tJF70cUaLJhPsxZkukIJQ2B7ewRPBMujdwNF8pbh2br_sJSzOIFrdPB59dG70yP9rBSsTOr5HtPCZJwYhsdhw945Kc9eGaLPEwVf2JTQzPAoBY5N-WEgcIDfGv_XQ/s1600/honeywell-1.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="451" data-original-width="660" height="218" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj58yYHWarUgHvc7tJF70cUaLJhPsxZkukIJQ2B7ewRPBMujdwNF8pbh2br_sJSzOIFrdPB59dG70yP9rBSsTOr5HtPCZJwYhsdhw945Kc9eGaLPEwVf2JTQzPAoBY5N-WEgcIDfGv_XQ/s320/honeywell-1.jpg" width="320" /></a></div>
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Honeywell air purifiers, in my opinion, tried to stay unique from the competition. They were successful in understanding the consumer behaviour. For a product like this, an endorsing agency can do wonders. They marketed with certificate of recommendation by the Indian Medical Academy for Preventive Health (IMAPH) which adds to the credibility of the product. Talking about segmentation, it serves both the middle class and elite class of the society. The price range as per their website is between INR 12,290 to 30,990. The pricing is at par with the competition. What distinguishes Honeywell from the competition is the product range they have. No other competitor as of now can match with the variety in the product portfolio. <o:p></o:p></div>
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In communicating with the customer, Honeywell is very cautious in its approach. They portrayed Kareena Kapoor as the brand endorser. The initial advertisements were informative in nature. But the latest commercial took a different route i.e. healthy sleep vs sound sleep,. To me this is a rational thought as poor air always gives you bad sleep. Honeywell stand out from the competition with this healthy note.<o:p></o:p></div>
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<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dwAiilT6u9Tg5Lr4gztcKUmCs_7Pp5PTgP8tZJ8ctGJ5OAtdGFqnBL3v5Qnzc0N0pyo1iBOz1u-C_xjkSyEzg' class='b-hbp-video b-uploaded' frameborder='0'></iframe></div>
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I know that these are early days to talk about an industry. My strong contention is that, like air conditioners, air purifiers will also become a necessity in several parts of the country. This will attract more companies into the fray. Can Honeywell be innovative and stay healthy.<o:p></o:p></div>
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Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com0tag:blogger.com,1999:blog-5188218097258241982.post-8115158116886755102018-10-01T02:36:00.000-07:002018-10-01T02:36:48.402-07:00SOULFULL – A Balanced Diet<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEioeTrjCHWW8jUX0vnKNMJFJMlPEdSvhQCzdIkjKtGxEfjdNBS4dU0d5ZxHhd1Tp52-U5jbZBnXUOtg3q6FHwWAwWzCTK8DI_CBeTlTKJcUCVO6hGaU4rxdRJ2oPIauYvsB6P_HtZwoaA/s1600/breakfast-cereal-soulfull-ragi-flakes-original-300g-soulfullmalaysia-1705-17-SoulfullMalaysia%254010.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="467" data-original-width="583" height="256" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEioeTrjCHWW8jUX0vnKNMJFJMlPEdSvhQCzdIkjKtGxEfjdNBS4dU0d5ZxHhd1Tp52-U5jbZBnXUOtg3q6FHwWAwWzCTK8DI_CBeTlTKJcUCVO6hGaU4rxdRJ2oPIauYvsB6P_HtZwoaA/s320/breakfast-cereal-soulfull-ragi-flakes-original-300g-soulfullmalaysia-1705-17-SoulfullMalaysia%254010.jpg" width="320" /></a></div>
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Exactly a year ago, while I was walking through the aisles of a leading supermarket, a salesman approached me with a packet of new breakfast cereal which he said is unique from the competition. I quickly surfed through the packet and returned with my usual comment “Will try next time”. However being a curious marketer, the packet haunted me a lot. Before I left, I went back to him and got one for trial. On a second look at the product, my mind was suspicious about whether this brand will succeed. The shelves of supermarkets today confirms that I was wrong. My son has become a fan of the brand. ‘SOULFULL’ is the brand I was talking about.<o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhEdEEf4sehoS6w43vqoApkDVpE9nrPGiGayJRKc5dPNFWrxklGv8cMcrTqFgTxHV_rZCKr8r3nyz6sXggfM13BmxeKXfBlOhWdtJ9YaJSf3744fiobggQDuSjJHOhmnIo_hlxJqv-LbA/s1600/images+%25281%2529.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="225" data-original-width="225" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhEdEEf4sehoS6w43vqoApkDVpE9nrPGiGayJRKc5dPNFWrxklGv8cMcrTqFgTxHV_rZCKr8r3nyz6sXggfM13BmxeKXfBlOhWdtJ9YaJSf3744fiobggQDuSjJHOhmnIo_hlxJqv-LbA/s200/images+%25281%2529.jpg" width="200" /></a></div>
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Knowing the soul of the consumer is what Soulfull has done. Over the past few years, there is a renewed interest among Indian consumers towards traditional foods. Thanks to the likes of Patanjali, paperboat etc. Soulfull also tried with traditional as well as a healthy formula but with a different category of cereal – Raagi which to me was a risky proposition fared well for them. <o:p></o:p></div>
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Breakfast cereals are not common to us. Kellogs is a household name today with an array of products based on cereals like corn, wheat and Oats. A few others are also there in the approximately ₹26.1 billion Indian breakfast cereal market. Apart from that, the consumer behaviour also have changed drastically over the years. Ready – to – cook breakfast foods which was once evaded is widely accepted nowadays. Although hot cooked breakfast is dominant in the country increased exposure of Indians made cold breakfast also acceptable. I believe this acted as cushion for Soulfull to launch its Raagi based products in the market.<o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEij5XwmnyYc6CHmZtXq-xetn2q6-w6a4O8a9S4-IFDuksKCobRq02_EGjniBdUBeEAkrOIjD-AOYsO9UN_OJHP1ei5Rx8d1KaZo0E2a7ubD7SDG_audWjVTJVSfGkDGvzwqTQmh58m37A/s1600/513uAhAbSnL.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="500" data-original-width="431" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEij5XwmnyYc6CHmZtXq-xetn2q6-w6a4O8a9S4-IFDuksKCobRq02_EGjniBdUBeEAkrOIjD-AOYsO9UN_OJHP1ei5Rx8d1KaZo0E2a7ubD7SDG_audWjVTJVSfGkDGvzwqTQmh58m37A/s200/513uAhAbSnL.jpg" width="171" /></a></div>
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The product portfolio is pretty balanced as it includes Raagi flakes and Bites, Museli (Millet and Desi), Rago(A combination of Raagi and Oats), Oat Millet Meal and Millet Smoothix – an instant drink. They also sell instant dosa mix. The beauty is it serves breakfast, snacks as well as meal which is a unique portfolio by a category creator. The products are rich in nutrition, zero preservatives used and very little water needed for preparation claims the company. I strongly feel that the brand has touched the sweet spot with their product portfolio as of now.<o:p></o:p></div>
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Soulfill is priced at a premium. The price of all their products is ahead of the competition. One argument, I presume is the absence of Raagi based brands in the market. However, can they grab market share and sustain in the market? Even after more than four years of existence in the market they remain as a market niche or at the most a distant challenger. <o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjcI8NJUWOl8ezpHZGGTP_nGJe8aqSzVKNjNniL348qcZhr9KYXTHoiCiE9fBtM6SwIAQ1gdlBQBje0kZxSVGnek7hMrxD8UcwbjdMBc0AUfCnSCPRtnie3PyvefE3XkUCWBUnNcsaosg/s1600/51sXRAHaJrL.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="500" data-original-width="500" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjcI8NJUWOl8ezpHZGGTP_nGJe8aqSzVKNjNniL348qcZhr9KYXTHoiCiE9fBtM6SwIAQ1gdlBQBje0kZxSVGnek7hMrxD8UcwbjdMBc0AUfCnSCPRtnie3PyvefE3XkUCWBUnNcsaosg/s200/51sXRAHaJrL.jpg" width="200" /></a></div>
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The market segment they operate is more or less the same as their competitors. The loopies and choco fills are directed towards the kids while all the others like museli, Rago, Oat Millet meal target the urban youth and mothers. The only Point of Difference I feel is that Soulfill is Raagi based while others are not.<o:p></o:p></div>
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Above - the - line promotion is something missing for the brand. Since its inception, the brand was focussed in below - the - line promotion. It helped in enhancing the store presence of the product and initiate a trial but the absence of mass TVCs hinders the growth of the brand. Very recently, a commercial has been screened but it lacks creativity. The script revolves around the age-old monster gimmick to attract the kids. Unfortunately, the creativity punch is missing in way of jingles, or taglines.<o:p></o:p></div>
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<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dxCjRxWNUYXFbgoFfk1rDq-pi3BvR6cEH0wQ_7Gb9gxOncEBc5sfmjArYdpz5h5ZXSWxo820g2Z7lTNZWmsgg' class='b-hbp-video b-uploaded' frameborder='0'></iframe></div>
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In my view the start for Soulfull is perfect, but to sustain is a challenge. They solved the biggest challenge of making raagi delicious and had shown a reasonable presence in the category. Now the stage is set to leapfrog. <o:p></o:p></div>
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Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com2tag:blogger.com,1999:blog-5188218097258241982.post-4074096420300313152018-07-07T04:00:00.000-07:002018-07-07T04:00:02.023-07:00Go Colors – A Category Creator<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjo4X0hZ9Y83sm2BEIcui6Q2luj6kXrbWQRaoBsCp4K_CjsIeQNrjgMRPkRpsCn772xNw4f6VD72ya4HcRMN07Yyum2-Gsi7uyU5Kk3C06KS9YX6uyQ1LfHl7xyPl6bjYMsuyTUUzzsHw/s1600/go-colors-logo.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="55" data-original-width="194" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjo4X0hZ9Y83sm2BEIcui6Q2luj6kXrbWQRaoBsCp4K_CjsIeQNrjgMRPkRpsCn772xNw4f6VD72ya4HcRMN07Yyum2-Gsi7uyU5Kk3C06KS9YX6uyQ1LfHl7xyPl6bjYMsuyTUUzzsHw/s1600/go-colors-logo.png" /></a></div>
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Every time my wife goes shopping, she spends a lion’s share of time choosing churidar tops. I have never seen her bothered about the bottom wear. In fact, on enquiring, she said there is no much choice for it. Furthermore<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">, </span><span style="background: white; color: #222222; font-size: 10.5pt; line-height: 107%; mso-bidi-font-family: Arial;">finding the perfect match is really tough. </span>I<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"> </span>was wondering why? Legwear as a branded category was absent on those days. <o:p></o:p></div>
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The success of a brand depends on how quick the void is addressed. Gautam Saraogi and Prakash Saraogi were quick to identify the potential in the year 2010 and a brand ‘Go Colors” was born. Go Colors to me is a unique blend of fashion and affordability. I presume, with the wide array of leg wears, the brand offers a perfect match to any top wear you have. <o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgEymfShFPjJeu9Pki5XvabFXZrvcXRG_Lhr_XXN_QzSSzPvKtHB4y-9qkdk0cWkfRKZ8Az-NtbXPOM519f4Uva5ET8vBFUVdqXbYcY583Ckzf3vSE8t142izcNDLkOU6YlQBhpOEt8Jg/s1600/4199.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="360" data-original-width="480" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgEymfShFPjJeu9Pki5XvabFXZrvcXRG_Lhr_XXN_QzSSzPvKtHB4y-9qkdk0cWkfRKZ8Az-NtbXPOM519f4Uva5ET8vBFUVdqXbYcY583Ckzf3vSE8t142izcNDLkOU6YlQBhpOEt8Jg/s320/4199.jpg" width="320" /></a></div>
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Broadly, the brand caters leg wears to women as well as girls. If we dig deeper, we can find out the beauty of segmentation based on life style, size etc. If we peep into the company website we will be amazed by the choice the brand provides. Go colors offers Leggins, Jeggins, Pallazo and ethnic legwear for women which always reflect their lifestyle. Each of these are further split into specific types like churidars, Harem, Patiala etc. The size chart ensures a better choice of apparel. The myriad of varieties available in an array of 120 colors, makes Go Colors different from the competition. <o:p></o:p></div>
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Understanding the dynamic consumer behaviour is the hall mark of Go Colors. Today, there is a growing interest among women towards physical fitness. One can notice this easily by looking at Indian streets during the early hours of the day. More and more women are engaged in fitness measures like jogging, walking etc. Taking the cue from the market Joggers have been added to the kitty recently. For girls Go Colors offers Leggins, Jeggins, Harem and Pallazo (Read. Choice is limited compared to women which is understandable). <o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgfhBLhlt6KXm0y3ZhsDOj_EYGU-4zv0fWCO3yIIA_FHcIGiXN3LubZ-Cns1W4r0LQgpkImjxU253DH5zKcVkgOmpxau-y1rnriOrdYLoyMJEUNdKn4PTPLHLe-3uS2YzEwQgrz2HQgHQ/s1600/go-colors-01.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="500" data-original-width="705" height="226" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgfhBLhlt6KXm0y3ZhsDOj_EYGU-4zv0fWCO3yIIA_FHcIGiXN3LubZ-Cns1W4r0LQgpkImjxU253DH5zKcVkgOmpxau-y1rnriOrdYLoyMJEUNdKn4PTPLHLe-3uS2YzEwQgrz2HQgHQ/s320/go-colors-01.jpg" width="320" /></a></div>
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For a new category, pricing is the key determinant for the success. Go Colors ensured affordability with its pricing strategy. A women legwear is priced on an average around INR 500(range between INR300 – INR1000) which is to me a reasonable price point for a middle class homemaker. To satisfy the upper class of customers Go Colors also have apparels above INR 1000. The omnichannel presence of the brand made it easily available to the customers. Go Colors products are available online as well as offline channels. Besides, having an own website, Go Colors is available through leading e-tailers such as Amazon, Flipkart, myntra etc. The company have around 200 exclusive outlets across 43 cities in India and also present in the shelves of retail giants like Reliance Trends, Shoppers Stop, etc.<o:p></o:p></div>
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<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dxii-ZOqin8PIJVKkTUJW482Iu9f8oqJi7FggVlv4sYVRN617FOuoKOajHem6B2FvSt3Rsq33H-KJW__x-c6Q' class='b-hbp-video b-uploaded' frameborder='0'></iframe></div>
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As a brand enthusiast, I strongly believe Go Colors can improve upon the promotion of the brand. Although few TVCs are shown, the impact is questionable. I think more above the line promotion can be tried to further upscale the brand.<o:p></o:p></div>
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But, I strongly believe that Go Colors can help one master the ‘art of dressing down’ and make the legs happy.<o:p></o:p></div>
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Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com0tag:blogger.com,1999:blog-5188218097258241982.post-51728106517110379992018-02-04T23:58:00.000-08:002018-02-04T23:58:05.037-08:00Manyavar - Earning Our Respect<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEignMry9tYPQYQuOROVkr6Ybo5AaW33fOw-Wqhyphenhyphenv1BIypwtCmbCoRLNcB_NWg6Q-ekQ-JaZA59EydtxkxrMY-II79idT3s5wBo60NJD6CytTq7cb1LqSufAP6v1d_S1DvyoPQRIaJDg-A/s1600/manyavar-reaches-400-outlet-mark-13852cc7e6.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="562" data-original-width="1000" height="179" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEignMry9tYPQYQuOROVkr6Ybo5AaW33fOw-Wqhyphenhyphenv1BIypwtCmbCoRLNcB_NWg6Q-ekQ-JaZA59EydtxkxrMY-II79idT3s5wBo60NJD6CytTq7cb1LqSufAP6v1d_S1DvyoPQRIaJDg-A/s320/manyavar-reaches-400-outlet-mark-13852cc7e6.jpg" width="320" /></a></div>
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Fashion is a sector which is always mysterious. No one can predict the success of the brands. When Khadi struggled to catch attention, Fab India with similar portfolio was a huge success. The traditional saree is now replaced by the modern churidar and jeans. What puzzles me is the speed at which consumer behaviour changes. However, the inclination towards modern outfit is dominant among the new generation. This is evident from the extensive use of suits by men as marriage outfit. <o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjJzShbHn5Pe2cmyFoJmFg5D-aKDh1nxyP_U3j82YT-WOSbo9xNCRaJ3HHG7SdiHVh14yTaBkYXZezk0TBezgfrA8HNxE5fLdLLzRQwcjd1-g3tVbvBwLZdQj9dutjK3aNH9Kifd-T70A/s1600/open-uri20170623-26864-1t5yome.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="378" data-original-width="267" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjJzShbHn5Pe2cmyFoJmFg5D-aKDh1nxyP_U3j82YT-WOSbo9xNCRaJ3HHG7SdiHVh14yTaBkYXZezk0TBezgfrA8HNxE5fLdLLzRQwcjd1-g3tVbvBwLZdQj9dutjK3aNH9Kifd-T70A/s200/open-uri20170623-26864-1t5yome.jpg" width="140" /></a></div>
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Even though embraced well by the younger generation many a time, Suit as a marriage outfit invited irk from the older generation. This resulted in a forced departure from modern attire to traditional attire (Even if forced there exists a vast majority who willingly wear traditional as well as ethnic wears). The difficulty in wearing, is that what stops many to go for traditional ethnic wears. Thus, consumer avoidance of traditional wear is attributed mainly to two reasons – inconvenience and price. What if a brand addresses both?<o:p></o:p></div>
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For the success of any brand, the choice of category is very important. Mostly, brand stays relevant if it creates a category by itself. Manyavar, a brand launched in the year 1999 is now synonymous with wedding wear. The brand journey is quite interesting. The tipping point for me is brand positioning. Largely, ethnic wears are considered as apparel for rich. Manyavar democratized ethnic wear by launching kurta-pajama from Rs 1,000 and sherwanis from Rs 5,000-6,000. This gave the brand the intended acceptance among the consumers. <o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHqIsSZYz91hKPT8eqlXRYIYHjF5rHerpbam1LOq5A-GG4HSc3Fzuvg1msutS3UvIP5f_o2IwbqES7D2TVLWOGh2CgBAhPK4kct8V-Gmd3jXVtWA7v4ghpEDt7hT3a4fdLh12lHrfk6A/s1600/f3b6e7cb8242485d98d4dac0fa08ed40.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1111" data-original-width="1111" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHqIsSZYz91hKPT8eqlXRYIYHjF5rHerpbam1LOq5A-GG4HSc3Fzuvg1msutS3UvIP5f_o2IwbqES7D2TVLWOGh2CgBAhPK4kct8V-Gmd3jXVtWA7v4ghpEDt7hT3a4fdLh12lHrfk6A/s200/f3b6e7cb8242485d98d4dac0fa08ed40.jpg" width="200" /></a></div>
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The flashy segmentation used by the brand is occasion segmentation (even though gender, as well as age segmentation, is present). By adding a wide range of products, Manyavar positioned itself as a Celebration wear brand. The brand now caters to various occasions - from weddings to festivals, Rakhi to Roka. By ensuring a fusion of western and traditional designs, the brand has addressed to the problem of inconvenience.<span style="color: #444444; font-family: "Futura BT-Book",serif; font-size: 13.0pt; line-height: 107%;"> </span>The Manyavar product portfolio includes exquisite Sherwanis, fine Indo Westerns, Royal Band Galas, Jackets, Kurtas and matching accessories for life’s celebrations. Kid’s Ethnic and Fusion wear are also on offer. In tune with the overwhelming success of menswear, they extended recently to women’s segment with the brand ‘Mohey”.<o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg0xcF2jw6n1jZ3dlEUEFGdQ16pHCgwcPDO49hOvzwDF2LfkrJzUiZ4AhVoYK1kl8iaZ4EE0CW0TmvJPOpzc5yhG_v5B7_agsZmL2QxACG3j0JnwlRrCx2BCVMgO-17bbtqZ5Kg-eGYyA/s1600/DB-23-10-2017-Kota-Manyavar.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1022" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg0xcF2jw6n1jZ3dlEUEFGdQ16pHCgwcPDO49hOvzwDF2LfkrJzUiZ4AhVoYK1kl8iaZ4EE0CW0TmvJPOpzc5yhG_v5B7_agsZmL2QxACG3j0JnwlRrCx2BCVMgO-17bbtqZ5Kg-eGYyA/s200/DB-23-10-2017-Kota-Manyavar.jpg" width="127" /></a></div>
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Manyavar caters to the consumers through 400 plus Manyvar exclusive outlets spreading across 6 countries as well as through Multi Brand Outlets. This enhances the brand visibility. The choice of Virat Kohli as the brand ambassador to me is a balanced decision. He can best reflect the brand as Virat can be a synonym to “Earn your Respect”. Another interesting twist which probably an obvious choice is positioning Manyavar and Mohey as complementary brands (see the recent ad below).<o:p></o:p></div>
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<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dx8lFa_tcWAPMHQP3mDKzSB2oZ_6FVnj5_HfnjolmNLib0p1A4f2LTDci4HHvuSIRjE_n9prbRiOAqRi4hJPA' class='b-hbp-video b-uploaded' frameborder='0'></iframe></div>
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So far the journey is smooth.<span style="background: #F5F1EA; color: #333333; font-size: 10.0pt; line-height: 107%; mso-ansi-language: EN-US;"> <span lang="EN-US">The </span></span><span lang="EN-US">Indian ethnic wear market is growing with an approximate market of around INR90, 000 crores.</span><span lang="EN-US"> </span>Brands like BIBA, TNS etc. are also gaining consumer acceptance and may pose a challenge to Manyavar as well as Mohey. I presume female ethnic wear is more vulnerable to competition than men’s wear. Anyway, I personally feel that Manyavar will remain as an undisputed leader at least for half a decade as the brand DNA itself revolves around innovation.<o:p></o:p></div>
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Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com0tag:blogger.com,1999:blog-5188218097258241982.post-70500914221183913062018-01-24T01:58:00.000-08:002018-01-24T01:58:40.254-08:00Rooh Afza - A Seasoned Player<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjHpr0q8gvaw5ma7ier9JbJ2TSQzIED2AC-YQNPea5B79MGxxPWOioTiht8zRutS-c8XzTBZS26y0EKuPKSExr7qt3DPmzF5Ls9-FpBxNjJdH9vxwcQtJzb7848TfP_4i9tkFoeDqONrQ/s1600/Rooh-Afza-Refreshing.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="643" data-original-width="1600" height="128" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjHpr0q8gvaw5ma7ier9JbJ2TSQzIED2AC-YQNPea5B79MGxxPWOioTiht8zRutS-c8XzTBZS26y0EKuPKSExr7qt3DPmzF5Ls9-FpBxNjJdH9vxwcQtJzb7848TfP_4i9tkFoeDqONrQ/s320/Rooh-Afza-Refreshing.jpg" width="320" /></a></div>
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A brand stays relevant for more than a century! Surely it will catch the attention of brand experts. As a curious brand analyst, I also felt excited about the brand. The catch is that no extension has been done as of now. How can a brand survive in a market overpowered by MNC giants with their carbonated and non-carbonated beverages? How can a brand be effective to all changing consumer preferences? The brand Rooh Afza has something to say.<o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiMe2QBYD6NotF76Q_fqCO91otW8wdN6jq0xHVyOUlYjBjpofkRgD_MG_LpinZQxekN2BCm19jtnC50Cm05EDES8MxabdBGEiJjrD0d_Bcx1FVibteE8usTc19TYH44FW5jJOTnUygFaQ/s1600/hamdard-rooh-afza-rose-syrup.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1200" data-original-width="1200" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiMe2QBYD6NotF76Q_fqCO91otW8wdN6jq0xHVyOUlYjBjpofkRgD_MG_LpinZQxekN2BCm19jtnC50Cm05EDES8MxabdBGEiJjrD0d_Bcx1FVibteE8usTc19TYH44FW5jJOTnUygFaQ/s200/hamdard-rooh-afza-rose-syrup.jpg" width="200" /></a></div>
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Rooh Afza launched in the year 1907 was the first syrup presented to the people which combined visual beauty with the essence and virtues of other traditional syrups. Its distinctive colour, taste, and fragrance made it unique among the consumers of that time. It was primarily a seasonal product i.e. was extensively used using summer in “sharbat”. Their captive market even today is mostly North India but are now eager to make it a National brand.<o:p></o:p></div>
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Even though using syrup at home was common in those days, it was widely used by sharbat vendors. The syrup formula was available in almost all fruit flavours and also vegetables like palak, pudina and hara ghia. Rooh Afza is the first sharbat for which white bottles of uniform size (750ml.) and almost of the same shape, which was called ‘pole’ bottles, were obtained. This innovation was the hallmark of the success of the brand then. The pricing was higher and so targeted only the upper sections of the society. <o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLdSKoBm9eH-0LOLyx84BJjlUQzoy7WWTTLZ1MD2gOVnim74bV7y43eOrcOGpThppO59fLgpT23ZPxDefwfWwCet1Eyn2HY4WeBSwRcMQi_g85ZwPv_pnDIbAydeg9HtTBnEtr0ProJA/s1600/rooh-afza-left.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="744" data-original-width="657" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLdSKoBm9eH-0LOLyx84BJjlUQzoy7WWTTLZ1MD2gOVnim74bV7y43eOrcOGpThppO59fLgpT23ZPxDefwfWwCet1Eyn2HY4WeBSwRcMQi_g85ZwPv_pnDIbAydeg9HtTBnEtr0ProJA/s200/rooh-afza-left.jpg" width="176" /></a></div>
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As the brand was unique the company spend on promotion was meager earlier. But the advent of competition from MNC giants made them rope in Juhi Chawla to endorse the brand during the early 2000s. They also carried on below the line techniques to maintain connections with resident associations preventing a further dip in volumes. In 2010, Chef Nita Mehta was roped in by Hamdard Laboratories to create new mocktail and dessert recipes for Rooh Afza. As a brand enthusiast, I feel this is the best strategy to reinforce your brand i.e. find new uses for your brand. Rooh Afza managed to have a close association with Ramadan as it was served in all iftar parties (read. Associating religion and brand enhance brand awareness as well as relevance). Rooh Afza was positioned as the healthy alternative as artificial flavours or fats are absent. The commercials talk about freshness and energy which go in line with the USP(Watch: https://www.youtube.com/watch?v=g6DycJ3dJwA).<o:p></o:p></div>
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Given all the positives, I strongly presume that the brand failed in impressing the Gen Y as well as Gen Z as they are the strong market for soft drinks or smoothies. Also, they lagged in markets like Andhra and Tamil Nadu where the summer is long.<o:p></o:p></div>
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Taking the cue from the market, very recently they entered into the<span style="background: white; font-family: Arial, sans-serif; font-size: 9pt; line-height: 107%;"> </span>estimated Rs 7000 crore ready-to-drink beverage segment with Rooh Afza Fusion. As there is a surge in consumer health consciousness of the consumer, they have retained their health proposition to combat competition. But the major brands Tropicana and Real also use the same proposition which happened to be the point of parity. But the point of difference is the presence of ten different herbs along with fruit juice. The pricing of the product is also on par with the competition. RoohAfza Fusion comes in five flavors, namely Refreshing Lemon, Delicious Orange, Juicy Mango, Exciting Pineapple & Orange and Luscious Litchi.<o:p></o:p></div>
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My take is that they are very late in a market where we already have highly established players. Borrowing the words of David Aaker, in order for a brand to be relevant, they have to create a new category as their extension. In this case, no new category is created. Besides, it is very difficult to shake a category where consumer brand awareness is very high. Since Gen Y and Z are not truly brand loyal Fusion can induce product trial. But can it sustain is often doubtful? Paperboat, for instance, came as a disruptor but I feel they failed in satisfying the mass. They now remain a market niche with a reasonably good fan base. Will fusion be treated as me – Too brand? Anyway an aggressive campaign is missing.<o:p></o:p></div>
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Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com0tag:blogger.com,1999:blog-5188218097258241982.post-48185889413035189732017-11-28T02:59:00.001-08:002017-11-28T03:01:37.275-08:00Lenskart.com – With a Clear Vision<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggTJ2nQSkvGYHJF74vGBqd8oIyG3-_J6efD5gWR7AxEJOCwMsujA9MGqLEMxHxCy1aq6ZbV0DeJw008TuliNOhgXMg5CsZoxMTscyuo9ionz85hX-amlrVqlp7F7Xiy1ABwLOETnotAw/s1600/Lenskart-Logo-800x592.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="592" data-original-width="800" height="236" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggTJ2nQSkvGYHJF74vGBqd8oIyG3-_J6efD5gWR7AxEJOCwMsujA9MGqLEMxHxCy1aq6ZbV0DeJw008TuliNOhgXMg5CsZoxMTscyuo9ionz85hX-amlrVqlp7F7Xiy1ABwLOETnotAw/s320/Lenskart-Logo-800x592.jpg" width="320" /></a></div>
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It was during my school days, I recognised my difficulty in reading letters written on the blackboard. I was taken to an optometrist and was diagnosed with myopia. I and my mother visited the adjacent optical shop and bought a spectacle as per the prescription (choice is minimum). I was pleased to get my vision clear. But to my embarrassment, everyone started calling me “Soda Glass” seeing the thickness of the glass. The picture is not different even today. However the eyewear industry has evolved over the years. I have discarded my spectacles and now wear a Bausch & Lomb soft contact lens with pride.<o:p></o:p></div>
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As a marketing enthusiast, I was indeed very curious in knowing the consumer behaviour. To me firstly, eyewear market even today is doctor – driven. Consumer seldom takes decision without consulting a doctor. Retailers have resolved this by employing in-house optometrist and through this, I presume the industry developed but with low penetration. Secondly, the stigma towards people wearing a “chashma” (Spectacle) still prevails in the society in general. Thirdly, eyewear is a product by force rather than by choice. Due to this, given a chance people evade wearing specs. <o:p></o:p></div>
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As the consumer evolve industry provide us with enormous opportunity. This cue was taken by the promoters of brand Lenskart.com which disrupted the eyewear industry by leaps and bounds. Lenskart modified the consumer behaviour. Thanks to the technology revolution. Lenskart started in late 2010 was the first homegrown online eyewear marketplace in India. To me, it was a clear clutter breaker. The brand broke the “buyer resistance” by launching free home eye test. The game changer was the 14-day money-back policy which abridged the inhibitions. The whole process of ordering is hassle-free as a Lenskart salesman accompanies the optometrist and helps you in placing the order. Lenskart was also careful in positioning. All their campaigns communicated an aspirational element to spectacles similar to jewelry and made it a fashion statement. Their 3D frame selection was an instant hit.<o:p></o:p></div>
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<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dzjP6AbdVysFH_D6iXDQ9aqvvr4BMflK1aqNJVrMdHIrkkBKHqt9jDlc6osQj7hl1YSu26fQZXqscZNotCnCw' class='b-hbp-video b-uploaded' frameborder='0'></iframe></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh0I5haITn99jFxkPZXWzDxBUbi6PxP1eYjbtYj8NwmNF-ombRDe4fmW8HQfr-wQh0aZGUFDTdj8YboO2PsUmT1npja5Kv2AoUgVqP47Touhb_bghfBD2c7CdyzuNdyBe0wbInudEtvkA/s1600/lenskart.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="351" data-original-width="770" height="145" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh0I5haITn99jFxkPZXWzDxBUbi6PxP1eYjbtYj8NwmNF-ombRDe4fmW8HQfr-wQh0aZGUFDTdj8YboO2PsUmT1npja5Kv2AoUgVqP47Touhb_bghfBD2c7CdyzuNdyBe0wbInudEtvkA/s320/lenskart.jpg" width="320" /></a>To make their distribution more perfect, Lenskart started offline stores. Currently, 350 Lenskart offline stores are present in 90 cities which enhances the visibility of the brand. Riding on the trust gained, Lenskart developed their own brands which to me is the most significant decision which will make the brand sustain in the long run. Another tipping point is the value for money pricing. My personal experience is also in the similar line. The website provides catchy discounts which can retain the consumer with the brand. </div>
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What haunts me currently is can we make the consumer brand loyal. My personal experience is that I have changed stores as per convenience while buying eye wears. As of now, Lenskart is pretty safe as the majority of their consumers are brand loyal. But what will happen if competition intensifies?<o:p></o:p></div>
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Anyway, kudos to Lenskart to democratize otherwise a category product to a product of choice.<o:p></o:p></div>
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Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com0tag:blogger.com,1999:blog-5188218097258241982.post-90344789582890262822017-11-27T01:57:00.002-08:002017-11-27T01:57:43.855-08:00At 40 "Main Hoon Toofani"<div dir="ltr" style="text-align: left;" trbidi="on">
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<span lang="EN-US">The power of a brand lies in what resides in the minds and hearts of customers. However one can envisage how challenging it is to stay relevant even for the next minute. Then how successful brands survive? Borrowing the words of brand pundits either you reinforce your brand or revitalize it. Over the years numerous brands have undergone this. What if a let alone brand with limited marketing shows a colossal growth? How good will it be if a company own a Black Swan brand?<o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEim3I3eNQ7ZGNxmBOPxoDoavaq4x3TB6Kda78IEPYJ9rCzSNyPdZPOCvaCviC3cU070S6EaEvg1PJqyZpzgnvq9Ci76XoQo8VHLDJNESMXrt9veM9-U3q0R8O2nXMQjyWckM9iY8a2TKg/s1600/Thumsup1-knoB--621x414%2540LiveMint.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="414" data-original-width="621" height="133" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEim3I3eNQ7ZGNxmBOPxoDoavaq4x3TB6Kda78IEPYJ9rCzSNyPdZPOCvaCviC3cU070S6EaEvg1PJqyZpzgnvq9Ci76XoQo8VHLDJNESMXrt9veM9-U3q0R8O2nXMQjyWckM9iY8a2TKg/s200/Thumsup1-knoB--621x414%2540LiveMint.jpg" width="200" /></a></div>
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<span lang="EN-US">For Coca-Cola, it is indeed a blessing in disguise. In a period when consumers turn hostile towards carbonated beverages Thums Up which celebrated its 40<sup>th</sup> birthday a few days ago is growing strong. What amuses the pundits is the journey of Thums Up without much support from the company. During my B School days and even after that I have read that as a strategy Coca-Cola planned to withdraw the local brands Goldspot, Limca, and Thums Up which they acquired from </span>Ramesh Chauhan <span lang="EN-US">in 1993. While GoldSpot and Limca had a sudden death, Thums Up was allowed a slow death. But, till today Coca-Cola was unable to eliminate Thums Up from its portfolio. </span>Currently, the sales revenue of brand Thums Up is between Rs. 5,000 to Rs. 5,500 crore (approx) marching ahead to be a million dollar brand in sales by 2023. What made the Thunder Strong?<o:p></o:p></div>
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<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dzT-eyzLtvySg4JP3XwleziCCpVzcQS8uNqgOYh4Zg7OkifEKsx76zNcIwu8lae7Z9T0P9th3AATLIvfeexBQ' class='b-hbp-video b-uploaded' frameborder='0'></iframe></div>
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Thums Up, since its launch in 1977 had an image of a “Tough Man’s Cola”. This image/positioning ideally mirrored the personality of a consumer in the rural hinterland. The brand was for a matured and tough man with a sense of adventure. Thus the brand differentiated itself from the clutter. Even though several new advertisements were launched during this four decades of existence, the essence of the brand was never compromised. The tagline “Taste The Thunder” explains the identity of the brand which is unique. Even though the investment in marketing is very constrained for the brand, Coca-Cola succeeded in maintaining continuity in the brand meaning thereby reinforcing the brand. <o:p></o:p></div>
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<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dwBzAB-pju0d2_ArAg3d_FZaPCKbsUvIlwWQJ7BalxHYx5hyOOwmnYZA-fYAXDrnGTThEa_cNbiW9t-iIQ14Q' class='b-hbp-video b-uploaded' frameborder='0'></iframe></div>
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To unleash the aspirational quotient of the brand, a new positioning “Mein Hum Toofani (Heroic) was launched last year. I should consider this as the first major change happened to the brand in its life. From a “Tough Man’s Cola” Thums Up now caters to a wider spectrum of consumers who like to unleash their heroic spirit. This is a careful preposition leveraging the trust and excitement people express towards the brand. Besides, this seems to be a more compelling Point of Difference the brand delivers.<o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjwryo7QNY5E3oTvvTKylMtRTnZT6b6s3c1W93DaXWaHvuWpodAmdM3WZ-LyBEfgZHiRxrBJD_C7H30Wp0D8dBZoreceRfm3WeeEjTDXJHIctJbtlPkH3AmgkcLGV9hgP_XwHP9-zxe6g/s1600/thumbnail.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="169" data-original-width="285" height="118" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjwryo7QNY5E3oTvvTKylMtRTnZT6b6s3c1W93DaXWaHvuWpodAmdM3WZ-LyBEfgZHiRxrBJD_C7H30Wp0D8dBZoreceRfm3WeeEjTDXJHIctJbtlPkH3AmgkcLGV9hgP_XwHP9-zxe6g/s200/thumbnail.png" width="200" /></a></div>
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Another interesting piece in the story is the brand was unbroken by competition. That’s why it took 40 years for a product innovation to happen under the brand Thums up. To me, Thums Up Charged the new innovation is also aligned perfectly with the brand image and so I hope it will enhance the brand relevance. It is premature to predict the success of the new brand but I feel that Coca-Cola missed a countless opportunity during these years. <o:p></o:p></div>
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Let The Thunder be there for long unleashing the Toofani of the consumers<o:p></o:p></div>
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Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com1tag:blogger.com,1999:blog-5188218097258241982.post-29541713765945169882017-11-14T22:20:00.000-08:002017-11-14T22:20:49.666-08:00Poppins – Truly Eternal But…….<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggqZW9x_SOv82zqohec_t-S3B-18EL4Vt9KcOK1ceAqI4x7a8O-f72AmJo5vZgCyc6QixLrFpQGp1GLFGtnjN60eK1ZnQi8QHBCs-aFog93Dl8VrnqyxIrt2do1XWCpSbqZ56wXEtzCQ/s1600/2016-08-31-13-34-45-poppins_600x600.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="600" data-original-width="600" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggqZW9x_SOv82zqohec_t-S3B-18EL4Vt9KcOK1ceAqI4x7a8O-f72AmJo5vZgCyc6QixLrFpQGp1GLFGtnjN60eK1ZnQi8QHBCs-aFog93Dl8VrnqyxIrt2do1XWCpSbqZ56wXEtzCQ/s200/2016-08-31-13-34-45-poppins_600x600.png" width="200" /></a></div>
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People tend to cherish childhood memories. Old habits live with us all the time even if dormant. Given a chance we do romance with our past. Reading through the pages of an autograph book or a glimpse of an old photo brings in nostalgia and warmth in us. What if when a brand travels with you in all phases of your life without much change in its form? It sounds fantastic.<o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiVOk0044R2Ip_UD4_yIV5w8EUDAOUf55iC7oQOkr5Ofpf8rhj7fNE1OeF8jS0flDjuv-4sz6yKHpXmSpFYF_tmU3S4alLjG5v5GH7mVO8-HZgxswd7DedpCXGCie3LbMOEZLZGJl516A/s1600/poppins.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1152" data-original-width="840" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiVOk0044R2Ip_UD4_yIV5w8EUDAOUf55iC7oQOkr5Ofpf8rhj7fNE1OeF8jS0flDjuv-4sz6yKHpXmSpFYF_tmU3S4alLjG5v5GH7mVO8-HZgxswd7DedpCXGCie3LbMOEZLZGJl516A/s200/poppins.jpg" width="145" /></a></div>
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Poppins popped into the market in the year 1950. Since its inception, it maintained a clear edge over its competitors. The rainbow filled candy (borrowing the words of Parle) was definitely a clutter breaker. A pack of Poppins had 10 candies inside with different colours which attracted kids. Parle with the aggressive promotion was able to register a place in the minds of the consumer. 'Ram & Shyam' comic strips for Poppins which have featured in books like Champak, Chanda Mama, Chacha Choudhary, Amar Chitra Katha, and Tinkle were a massive success.<o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAsildeBcVhOWPFO8oLgQa1FLzsqvVZp7QXJoQioaztU8OeFPJIOySvQge2yWqIIFDVNFJJRY0YTC8OqQhRhGz3PkQzGHWMdWh1oc6inL0Q9Z6oyObi84ILwDBWI9i788Ay78CoGQsFA/s1600/2016-12-09-13-56-37-1.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="750" data-original-width="523" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAsildeBcVhOWPFO8oLgQa1FLzsqvVZp7QXJoQioaztU8OeFPJIOySvQge2yWqIIFDVNFJJRY0YTC8OqQhRhGz3PkQzGHWMdWh1oc6inL0Q9Z6oyObi84ILwDBWI9i788Ay78CoGQsFA/s200/2016-12-09-13-56-37-1.jpg" width="139" /></a></div>
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Over the years, Poppins accompanied consumers in all walks of their life. 10 candies for just INR 20 made it a value – for – money brand that everyone can afford. Since there existed limited competition in those days, the journey was smooth for Poppins. Barring competition from Gems, it was able to position itself as the most sought-after candy among kids. Every brand in order to sustain should evolve. I suspect whether Poppins was late in it. Are the youth of today prefer Poppins?<o:p></o:p></div>
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In 2008, Poppins came with a “for all ages” proposition but lacked persuasion. Gems, the major competitor for Poppins with its value – for – money proposition as well as with eye-catching colours was quick to reposition as a brand for all ages (“Raho Umarless” campaign <a href="https://www.youtube.com/watch?v=Ap5LitH6OJk" style="font-family: Calibri, sans-serif; font-size: 11pt; text-align: left;">https://www.youtube.com/watch?v=Ap5LitH6OJk</a>). The new generation is now attracted towards Gems than Poppins. The sweet candy market today is highly competitive which also restricts the path of Poppins.</div>
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<o:p></o:p></div>
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I personally believe that Poppins is Truly Eternal, but it needs more nurturing as it is beyond the so-called Product Lifecycle. It still possesses the brand strength to surpass any competition and sustain for more years to come.<o:p></o:p></div>
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Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com0tag:blogger.com,1999:blog-5188218097258241982.post-25414491027032565532017-07-14T02:11:00.003-07:002017-07-14T02:11:48.114-07:00Happy Socks – For the Sockaholics<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiW_rM5iA-TCokpcaEyBmcR8ERXgYPFDf_Y6o_G2evLxx1Xqpas9mqegZjxB-2wNDkdvU5m3SHU9CHKXOcolr6UwssYfmfpWo6eG6-1Ad0-_vKItx_8Ha4ipaiVTPrF_i03O8rVa8tOJg/s1600/Happy.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="151" data-original-width="151" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiW_rM5iA-TCokpcaEyBmcR8ERXgYPFDf_Y6o_G2evLxx1Xqpas9mqegZjxB-2wNDkdvU5m3SHU9CHKXOcolr6UwssYfmfpWo6eG6-1Ad0-_vKItx_8Ha4ipaiVTPrF_i03O8rVa8tOJg/s1600/Happy.png" /></a></div>
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Consumer behaviour quite often
puzzle marketers very much. It evolves and evolves even faster than one could
imagine. One such category is the life style. The trends and fashion keep on
shifting as companies grapple with the change. For instance, if we consider
men’s formal attire, the whole idea of formal is transforming and now people
use perfect blend of formals and casuals together. A formal shirt with a casual
trousers or vice – versa is well accepted. The traditional plain shirts as a
symbol of formal attire are now replaced by shirts with stripes or even some
designs. A shift in consumer behaviour among men is louder than ever before. The
affinity towards colours among men has improved over the years. <o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjG-GFeA7wgY2NC9D9jPXcxZa2i52bzblnsvsZuHjt0rDVHn4o_e8-oBIBflPNF0XBX56HEVhVU9aG-kVaKy7ywoZqCPY5DnlYFMPW-yYKsX9Os1UcEJ1Q028RdKkghbT0ewcdH168jyg/s1600/ARH01-4000_L.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1440" data-original-width="1080" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjG-GFeA7wgY2NC9D9jPXcxZa2i52bzblnsvsZuHjt0rDVHn4o_e8-oBIBflPNF0XBX56HEVhVU9aG-kVaKy7ywoZqCPY5DnlYFMPW-yYKsX9Os1UcEJ1Q028RdKkghbT0ewcdH168jyg/s200/ARH01-4000_L.png" width="150" /></a></div>
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Recently, a significant change is
visible in the outfit of men. Instead of wearing grey or black socks they are
now happy wearing coloured as well as patterned socks. Socks are a sort of
liberation for men as they are not exposed. Their need is satisfied without losing
their face in front of their peers (read boss or client). They feel relaxed
gazing at it besides rejuvenating them (as their personal crave for freedom is
fulfilled). This led to a revolution in the sock industry.<o:p></o:p></div>
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Happy Socks was one among the
pioneers to articulate this need and they came up with a wide range of coloured
socks. They were for the Sockaholics and follows their vision to turn an
everyday accessory into a designed colourful item that also spreads happiness.
The company succeeded in making socks a fashion statement among men. <o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiR5KtECAYzDXSGgbxdpIJWjR4w8gxvo-0L_MIT3eviKY1zZ4JSGyJHp4gBw0lqYCxdIe1V8vEPq9C4vv3PIY8fhPqmGffpv0JrFjZp2gMqsK65qNd0WTxSVZo9ErY6Q_Tjffzzy3FA2A/s1600/CKT01-9000_L.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1440" data-original-width="1080" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiR5KtECAYzDXSGgbxdpIJWjR4w8gxvo-0L_MIT3eviKY1zZ4JSGyJHp4gBw0lqYCxdIe1V8vEPq9C4vv3PIY8fhPqmGffpv0JrFjZp2gMqsK65qNd0WTxSVZo9ErY6Q_Tjffzzy3FA2A/s200/CKT01-9000_L.png" width="150" /></a></div>
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Even though, Happy Socks primary
target is men, they have socks for women as well as kids in their kitty. The
socks are available in different colours and different patterns. Designs in the
patterns are very unique for example a cocktail socks have a picture of a
cocktail glass, spoon and lemon imprinted on the socks. Likewise, there are
socks like Royal Enfield logo socks, Royal Enfield flag socks, arrow and heart
socks etc. The price is a touch higher than any branded socks available in the
market. A pair of socks is priced at INR 399/- except for Royal Enfield socks
which is priced at INR 499. Keeping just two price points limits the
complexities in pricing. The product is available in both online and offline
stores. As of now no promotional campaign have been initiated by Happy Socks in
India which I feel is a lost opportunity as competition has intensified of late
in the socks space. <o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgB6SZXjnOw5kdVRSvBk2jsudJODKPzk7X5lLT_-hesUuHlqxGaU8kTrNhr02cNyOASFAk5VFadupB0BCir6-cYwNcUJAiYhFpXeK0la6rS3fS_wYVRI0lU0n8VaF5iLl4Qbte-Xe8LkA/s1600/RELOG01-9000_L.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1440" data-original-width="1080" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgB6SZXjnOw5kdVRSvBk2jsudJODKPzk7X5lLT_-hesUuHlqxGaU8kTrNhr02cNyOASFAk5VFadupB0BCir6-cYwNcUJAiYhFpXeK0la6rS3fS_wYVRI0lU0n8VaF5iLl4Qbte-Xe8LkA/s200/RELOG01-9000_L.png" width="150" /></a></div>
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As the buying behaviour shifted
big brands like Raymonds are now featuring coloured socks along with their
formal suits in their catalogues which typically points to the prospect awaiting.
But will this be more than a fad? Can Happy Socks rely only on this? In fact
they already moved to underwear products in foreign markets. Will Happy Socks
survive in India? Let’s wait and watch.<o:p></o:p></div>
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Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com0tag:blogger.com,1999:blog-5188218097258241982.post-31424863894757219622017-03-27T23:52:00.000-07:002017-03-27T23:52:20.017-07:00Banjara’s – Silent but Audible<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEieqUfTmJYS0xHm9FCX2mh0qYc16HqSqYhyphenhyphenkjjRfv9roO1_4JuHdhhKdDO7VQRZKxqWz7ZJiafScFDywODK1y6yZaMyXT3h4u5NaoKgAk0gyoik_SxQLVvDvhNQqUItsko_67UjqqVN6Q/s1600/images.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="115" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEieqUfTmJYS0xHm9FCX2mh0qYc16HqSqYhyphenhyphenkjjRfv9roO1_4JuHdhhKdDO7VQRZKxqWz7ZJiafScFDywODK1y6yZaMyXT3h4u5NaoKgAk0gyoik_SxQLVvDvhNQqUItsko_67UjqqVN6Q/s320/images.png" width="320" /></a></div>
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It is noted that successful
brands usually are loud and visible. Be it an MNC company or a home grown
company this happens to be an unwritten norm. The companies try out multiple
ways to reach out to the customer and stay relevant in the competition. But brand
Banjara’s is an exception. To me it is a
brand which discerned the hush means of winning hearts. Vishal Personal Care
Pvt. Ltd., a twenty year old company own this promising brand.<o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjryYNqnKpLqhj4hLBPZmOrBG8sgvqF4Lof_JGeMlQGRjDr3x1FGwGarow5al2jUmGk1T264gTWSnd6G21qYkS8AT9hvLpFKEARoni5TreJT3nK43wZ96OJYffmFsnjzlv0rgAjBUyFpg/s1600/Banjaras-Pure-Herb-Orange-Peel-SDL604353504-1-3ef42.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjryYNqnKpLqhj4hLBPZmOrBG8sgvqF4Lof_JGeMlQGRjDr3x1FGwGarow5al2jUmGk1T264gTWSnd6G21qYkS8AT9hvLpFKEARoni5TreJT3nK43wZ96OJYffmFsnjzlv0rgAjBUyFpg/s200/Banjaras-Pure-Herb-Orange-Peel-SDL604353504-1-3ef42.jpg" width="170" /></a></div>
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Vishal Personal Care at first
launched a line of herbal powders in the brand name Banjara’s way back in 1993.
Even though the market was not so fascinated with their powders they were able
to develop an Ayurveda/ herbal association. There existed a niche market which
helped them stay in business for more than a decade. But, the changed
conditions forced Banjara’s to grow beyond herbal powders and thus the brand progressed
to personal care segment.<o:p></o:p></div>
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In India Ayurveda is now a hot
industry. MNC giants like HUL, Colgate – Palmolive to Indian players like
Dabur, Patanjali are in the race to gain market share. Entry to such a market
is in fact a risky affair. But Banjara’s are slowly matching to the completion through
some carefully crafted marketing. <o:p></o:p></div>
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Banjara’s follow a range branding
strategy, providing hair oils, herbal hair colours, skin creams, face wash and
face packs under the Banjara’s brand. The unique aspect of the brand to me is
that they tried to give a different message by withdrawing fairness creams after
the initial launch. Brand was audacious to say that beauty is not in skin
colour. </div>
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<iframe width="320" height="266" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/DxMT-qnMUNQ/0.jpg" src="https://www.youtube.com/embed/DxMT-qnMUNQ?feature=player_embedded" frameborder="0" allowfullscreen></iframe></div>
<div class="MsoNormal" style="text-align: justify;">
The tipping point to me is pricing of the product. The brand is sold at
affordable prices and that’s also the unique selling proposition used by the
company. The brand is available in all retail chains as well as online portals
like Flipkart, Amazon, Shopclues etc.<o:p></o:p></div>
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<br />
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A prominent player in South
India, Banjar’s recently forayed into other parts of the country. What strategy
company adopt will be quite interesting. But for sure they are very silent but
extremely audible in the personal care market in India.<o:p></o:p></div>
</div>
Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com0tag:blogger.com,1999:blog-5188218097258241982.post-1545978087327500122017-02-24T22:03:00.003-08:002017-02-24T22:04:37.930-08:00Racold Water Heaters – Moving an Emotional Way<div dir="ltr" style="text-align: left;" trbidi="on">
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As on May 2016, the water heater industry
in India is valued at Rs 1,500 to Rs 2,000 crore and is expected to grow to about
Rs. 12,000- 15,000 crore in the next five to ten years. Thanks to high
disposable income, improved standard of living and rising awareness among
consumers regarding benefits of branded water heaters. The gradual inclination
of consumer towards electric water heaters is a major shift from traditional water
heating methods such as boiling, immersion heating rod and gas water heaters.
Since the availability of gas is difficult the gas water heater market is
somewhat stagnant. Electric water heaters now rule the industry while solar is
gaining momentum. </div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhK-T5vFQdzk_GJrVIIG9QKX_XxowGyxKsH5JPevVC45G90buu8iPYP2RoJw3BSwusfMokmhGLNJPHJaeDa9RzBbNI-EfP6CdFUU7J0H0SKWGe9TlWCcUg4xN7Y-0myi83upnqU6oqTgQ/s1600/mainbanner.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="76" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhK-T5vFQdzk_GJrVIIG9QKX_XxowGyxKsH5JPevVC45G90buu8iPYP2RoJw3BSwusfMokmhGLNJPHJaeDa9RzBbNI-EfP6CdFUU7J0H0SKWGe9TlWCcUg4xN7Y-0myi83upnqU6oqTgQ/s200/mainbanner.png" width="200" /></a></div>
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Racold, over the years placed
itself as an undisputed leader in the water heater industry. Even though the
market is in a nascent stage the competition has existed from branded as well
as unbranded products. The success of Racold is attributed to their product
portfolio. Be it any category of water heater viz. electric storage or instant
water heaters, solar water heaters or gas water heaters Racold is present
there. The pricing is a bit higher from competition but it provides value for
money.</div>
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<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhA4yQxgWB3ePJ98WvQ73QE8OjOUJl6Tvh7bkH9GmNqKcTYb8bB90Ra8_-y0DXI2hprPQjPt5cbum0oOCpQLcIUZVUoCu39wunoR4aoZY1iUE9HBNKZ7EVp9z2VZP-5gserQ88fs9MZKg/s1600/16-01-04-07-52-38Thumb-1.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="119" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhA4yQxgWB3ePJ98WvQ73QE8OjOUJl6Tvh7bkH9GmNqKcTYb8bB90Ra8_-y0DXI2hprPQjPt5cbum0oOCpQLcIUZVUoCu39wunoR4aoZY1iUE9HBNKZ7EVp9z2VZP-5gserQ88fs9MZKg/s200/16-01-04-07-52-38Thumb-1.jpg" width="200" /></a></div>
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The technology of water heaters
is not rocket science. So the brand is positioned in an emotional way rather
than rational. The target market as per the company is male, between the ages
24-45, belonging to SEC A and B. <span style="mso-spacerun: yes;"> </span>The
brand never talks about benefits of the product but benefits of hot water which
is really a unique approach to sell. By changing their tag line from ‘Hot Water
Specialist’ to ‘Reborn Everyday with a Hot Water’ explains the intent of the
brand to develop a close knit relationship with the consumer. </div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/dlGkM8ISer4/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/dlGkM8ISer4?feature=player_embedded" width="320"></iframe></div>
<div class="MsoNormal" style="text-align: justify;">
Their new
campaign ‘#PowerOfHotShower’ depicts a clear message in line with their
positioning. It is always tough to make a rational product like water heater
reach out to consumer and convince them to buy. To me Racold have succeeded in
doing so and that helps the brand remain in top. </div>
</div>
Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com9tag:blogger.com,1999:blog-5188218097258241982.post-58104865540919383212017-02-13T01:57:00.000-08:002017-02-13T01:58:01.643-08:00Alpenliebe Juzt Jelly: Fun with Jelly Bottles<div dir="ltr" style="text-align: left;" trbidi="on">
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<w:LsdException Locked="false" Priority="39" SemiHidden="true"
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<w:LsdException Locked="false" Priority="39" SemiHidden="true"
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<w:LsdException Locked="false" Priority="39" SemiHidden="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="19" QFormat="true"
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<w:LsdException Locked="false" Priority="31" QFormat="true"
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<w:LsdException Locked="false" Priority="32" QFormat="true"
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<w:LsdException Locked="false" Priority="33" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" SemiHidden="true"
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<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="TOC Heading"/>
<w:LsdException Locked="false" Priority="41" Name="Plain Table 1"/>
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<w:LsdException Locked="false" Priority="43" Name="Plain Table 3"/>
<w:LsdException Locked="false" Priority="44" Name="Plain Table 4"/>
<w:LsdException Locked="false" Priority="45" Name="Plain Table 5"/>
<w:LsdException Locked="false" Priority="40" Name="Grid Table Light"/>
<w:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light"/>
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<w:LsdException Locked="false" Priority="48" Name="Grid Table 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark"/>
<w:LsdException Locked="false" Priority="51" Name="Grid Table 6 Colorful"/>
<w:LsdException Locked="false" Priority="52" Name="Grid Table 7 Colorful"/>
<w:LsdException Locked="false" Priority="46"
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Perfetti Van Melle India over the
years have cemented its place in the confectionary market in India. According
to a Euromonitor study, Alpenliebe was the most preferred by adults and
children, and accounted for a significant value share. The company is illustrious
in its innovations in products as well as communication.</div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhVEygCbJlv6BSS3IdCyH05PTFg_zTqf7mII_OrBYOkFV0osewIZRdO1xwed4ObErYba_877UzeNKbRB-C9DU1oa9ATSmUzQYoW098Be81AnfRR0FRP2RlgUwRY-eEkTCyEgT2WWCQnbw/s1600/ct31alpenliebe_jpg_1195346g.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="130" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhVEygCbJlv6BSS3IdCyH05PTFg_zTqf7mII_OrBYOkFV0osewIZRdO1xwed4ObErYba_877UzeNKbRB-C9DU1oa9ATSmUzQYoW098Be81AnfRR0FRP2RlgUwRY-eEkTCyEgT2WWCQnbw/s200/ct31alpenliebe_jpg_1195346g.jpg" width="200" /></a></div>
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Jelly is always a nostalgic
category for consumers. Even though Jelly based confectionaries were common in
unorganised market it enticed consumer attention after the launch of Boomer
Jelly in 2012. Various others chewing gums also started including Jelly as an
ingredient. But Perfetti was a category creator. They created Jelly as a
category by launching Juzt Jelly in 2012. They still remain on top with around
50% market share in the category. As a Sub brand, Juzt Jelly easily jells with
the proposition of Alpenliebe i.e. ‘irresistible’. </div>
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<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjo7gg0NujyHin696EFiu3VGCh8E6znQEFLjQ3HZ6qghy470sKkIvVljlC_Yx6Mirhkph1jj4JCXFlVLk2_SyFKIFYMbF8cmrq5a46IyA3Q-AM9kGpTHU2lR7WTJVCW0xduWeJwAhGp1w/s1600/alpenliebe-just-jelly-fruity-bears-v-728-g-2.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjo7gg0NujyHin696EFiu3VGCh8E6znQEFLjQ3HZ6qghy470sKkIvVljlC_Yx6Mirhkph1jj4JCXFlVLk2_SyFKIFYMbF8cmrq5a46IyA3Q-AM9kGpTHU2lR7WTJVCW0xduWeJwAhGp1w/s200/alpenliebe-just-jelly-fruity-bears-v-728-g-2.png" width="200" /></a></div>
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They brand further got extended
to Juzt Jelly Fruity Bears which was an innovation of its kind. The prices were
fixed at Rs. 10 and Rs. 15, through which the company elevated the jelly
category to higher price points. </div>
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<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh2OXwo6ye-RcL0KMkBRjPNpaYsXXQ5uhQi4JWjPi4Xex6nWBXYZ0iJjOZeLq2hD2TQlezqvkKFMgLUvMW9qQ9rl7Zw5qZyV6q7X85uTQV3orTr-X8jJuzh9H-Q-Ng4bqMQPD-zwL1KiQ/s1600/Alpenliebe-Juzt-Jelly-Bottl.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh2OXwo6ye-RcL0KMkBRjPNpaYsXXQ5uhQi4JWjPi4Xex6nWBXYZ0iJjOZeLq2hD2TQlezqvkKFMgLUvMW9qQ9rl7Zw5qZyV6q7X85uTQV3orTr-X8jJuzh9H-Q-Ng4bqMQPD-zwL1KiQ/s200/Alpenliebe-Juzt-Jelly-Bottl.jpg" width="104" /></a></div>
<div class="MsoNormal" style="text-align: justify;">
Very recently Perfetti launched “Jelly
bottles” in cola and mango flavours for its Juzt Jelly brand. Unlike other
variants the company claim that they are made of 25% fruit pulp. The new Jelly
bottles are attractive double coloured jellies, offering a delicious fruity
treat in snacking bags. Pricing is the same as Jelly Bears. </div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
The recently launched TVC (<a href="https://www.youtube.com/watch?v=kk2XHw7CpHs">New TVC</a>) affirms
the irresistible proposition of the Alpenliebe brand. Even though they are
the undisputed leaders, Perfetti has democratised the Jelly category. Due to this a
flurry of jelly products are now available in the market apart from ITC
Candyman Jellicious. So sustaining the market share will be a challenge for
Perfetti in the long run.</div>
</div>
Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com0tag:blogger.com,1999:blog-5188218097258241982.post-46797003922224112622017-01-09T02:59:00.000-08:002017-01-09T03:01:33.342-08:00Good Knight Roll – On – Category Breaker<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhdzJzAjDw5sil5rng5CAzvDxMJmjHPD9PslZxBtVEpRagLwW404QEXkRK-fAIvjX1aOaWQcigNNiTbM5kLVhl6gY-bXLLkTfdLPmtycJ-ZQqrsOWyM9mx_aFZdl5kvLqB-feLniuEGKQ/s1600/gk.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="147" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhdzJzAjDw5sil5rng5CAzvDxMJmjHPD9PslZxBtVEpRagLwW404QEXkRK-fAIvjX1aOaWQcigNNiTbM5kLVhl6gY-bXLLkTfdLPmtycJ-ZQqrsOWyM9mx_aFZdl5kvLqB-feLniuEGKQ/s200/gk.jpg" width="200" /></a></div>
<div class="separator" style="clear: both; text-align: center;">
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Message Header"/>
<w:LsdException Locked="false" Priority="11" QFormat="true" Name="Subtitle"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Salutation"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Date"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text First Indent"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text First Indent 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Note Heading"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Block Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Hyperlink"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="FollowedHyperlink"/>
<w:LsdException Locked="false" Priority="22" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Document Map"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Plain Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="E-mail Signature"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Top of Form"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Bottom of Form"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Normal (Web)"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Acronym"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Address"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Cite"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Code"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Definition"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Keyboard"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Preformatted"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Sample"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Typewriter"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Variable"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Normal Table"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="annotation subject"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="No List"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 6"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 7"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 8"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 6"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 7"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 8"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Contemporary"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Elegant"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Professional"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Subtle 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Subtle 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Balloon Text"/>
<w:LsdException Locked="false" Priority="39" Name="Table Grid"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Theme"/>
<w:LsdException Locked="false" SemiHidden="true" Name="Placeholder Text"/>
<w:LsdException Locked="false" Priority="1" QFormat="true" Name="No Spacing"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading"/>
<w:LsdException Locked="false" Priority="61" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 1"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 1"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 1"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 1"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" SemiHidden="true" Name="Revision"/>
<w:LsdException Locked="false" Priority="34" QFormat="true"
Name="List Paragraph"/>
<w:LsdException Locked="false" Priority="29" QFormat="true" Name="Quote"/>
<w:LsdException Locked="false" Priority="30" QFormat="true"
Name="Intense Quote"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 1"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 1"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 1"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 1"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 1"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 1"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 1"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 2"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 2"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 2"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 2"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 2"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 2"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 2"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 2"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 2"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 2"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 2"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 2"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 3"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 3"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 3"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 3"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 3"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 3"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 3"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 3"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 3"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 3"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 3"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 3"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 3"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 4"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 4"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 4"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 4"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 4"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 4"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 4"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 4"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 4"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 4"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 4"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 4"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 4"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 4"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 5"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 5"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 5"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 5"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 5"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 5"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 5"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 5"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 5"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 5"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 5"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 5"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 6"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 6"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 6"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 6"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 6"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 6"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 6"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 6"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 6"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 6"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" QFormat="true"
Name="Subtle Emphasis"/>
<w:LsdException Locked="false" Priority="21" QFormat="true"
Name="Intense Emphasis"/>
<w:LsdException Locked="false" Priority="31" QFormat="true"
Name="Subtle Reference"/>
<w:LsdException Locked="false" Priority="32" QFormat="true"
Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" SemiHidden="true"
UnhideWhenUsed="true" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="TOC Heading"/>
<w:LsdException Locked="false" Priority="41" Name="Plain Table 1"/>
<w:LsdException Locked="false" Priority="42" Name="Plain Table 2"/>
<w:LsdException Locked="false" Priority="43" Name="Plain Table 3"/>
<w:LsdException Locked="false" Priority="44" Name="Plain Table 4"/>
<w:LsdException Locked="false" Priority="45" Name="Plain Table 5"/>
<w:LsdException Locked="false" Priority="40" Name="Grid Table Light"/>
<w:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark"/>
<w:LsdException Locked="false" Priority="51" Name="Grid Table 6 Colorful"/>
<w:LsdException Locked="false" Priority="52" Name="Grid Table 7 Colorful"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 1"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 1"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 1"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 1"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 1"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 2"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 2"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 2"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 2"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 3"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 3"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 3"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 3"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 4"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 4"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 4"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 4"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 5"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 5"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 5"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 5"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 5"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 6"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 6"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 6"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 6"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 6"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 6"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 6"/>
<w:LsdException Locked="false" Priority="46" Name="List Table 1 Light"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark"/>
<w:LsdException Locked="false" Priority="51" Name="List Table 6 Colorful"/>
<w:LsdException Locked="false" Priority="52" Name="List Table 7 Colorful"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 1"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 1"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 1"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 1"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 1"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 2"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 2"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 2"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 2"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 2"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 3"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 3"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 3"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 3"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 3"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 4"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 4"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 4"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 4"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 4"/>
<w:LsdException Locked="false" Priority="51"
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Knowing your
consumer is the hallmark of all successful brands. But the level of consumer
understanding differs which decides whether a brand is enduring or non - enduring.
<span style="mso-spacerun: yes;"> </span>Godrej, a 119 – year old company lives
on this. The brand enjoy a prominent position in the mind of the customers.</div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
Godrej, over the
years has been an undisputed leader in the home insecticide market. Good Knight
mosquito repellent is moving way ahead of its competitors in sales volume as
well as innovation. Good knight took a variety of forms from a coil to liquid
to paper. All were instant hit in the market. The flip side is that all these
products are in home.</div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjwfjPuV9-ODof3kNx2hdijnRdfqSdDCFtWpcislbuCDv1gt6AK_7Tj3CQTdazq1yfTrxATC8HTak3rgUMYr-M4oqzbf-bB9lMEhV-Uv3Ec6_gS9keymsIf0pSyEjYkU6u7zKr5lQW26A/s1600/41XJcNosJZL._SY355_.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjwfjPuV9-ODof3kNx2hdijnRdfqSdDCFtWpcislbuCDv1gt6AK_7Tj3CQTdazq1yfTrxATC8HTak3rgUMYr-M4oqzbf-bB9lMEhV-Uv3Ec6_gS9keymsIf0pSyEjYkU6u7zKr5lQW26A/s200/41XJcNosJZL._SY355_.jpg" width="200" /></a></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
Various research
found that mosquito bite during day time causes Dengue, Chickungunia etc. Moreover,
kids are more vulnerable to these bites. Good Knight very recently unveiled
Good Knight Fabric Roll – on which is an innovative solution for the above. <span style="mso-spacerun: yes;"> </span>The product is a roll – on which can be
applied on the dress of the kid and can protect the kid from mosquitoes for 8
hours. Since the product is hardly three months old, the fate is uncertain.</div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgi4jHRQ9B2aRc0kPVoiOkzgObo1xyubICdATMF_TS6kRgHkP_BSY21UOEXNuTW14V2yc7biEa4__Zq5iSrZjI-3JPIMyxMHtfrpzOMuGNJCSkitJwYx9vOkhLG-PSWBeXPNlo3hRzESQ/s1600/Roll+on.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="110" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgi4jHRQ9B2aRc0kPVoiOkzgObo1xyubICdATMF_TS6kRgHkP_BSY21UOEXNuTW14V2yc7biEa4__Zq5iSrZjI-3JPIMyxMHtfrpzOMuGNJCSkitJwYx9vOkhLG-PSWBeXPNlo3hRzESQ/s200/Roll+on.jpg" width="200" /></a></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
To me the brand
is building upon its established identity and tries to be a complete solution
for mosquito bites. Before segmentation, the category (read household
insecticide) has been divided into in the home and out of the home. Good Knight
Fabric Roll – on fits into the second category. A 50 gm pack can be applied daily
on two children for 30 days. The Roll – on is targeted to two segments viz. kids
(infants to age 12 – 13) and mothers. Since, the product is 100% natural the
company promises no skin allergies or side effects. Despite, being a lone
player in the category the pricing is reasonable (50 gm for Rs. 75). The Roll
on comes with a hole on top which helps you to hold it in a key chain. </div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg1W_BhFlwKCvX4pnu2TcUTzZvNmTyxyer0MFCEj3XeUFRrnE0ORdQY4rL-laDlLd4Iaj5H_ovvlQxZqrUofVqZWTAvrBrnegu48sElYCt13c6CGAw1nsWLxnEyeGAQW0rU1Qu0I18Gtg/s1600/Fabric-Roll-On.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="107" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg1W_BhFlwKCvX4pnu2TcUTzZvNmTyxyer0MFCEj3XeUFRrnE0ORdQY4rL-laDlLd4Iaj5H_ovvlQxZqrUofVqZWTAvrBrnegu48sElYCt13c6CGAw1nsWLxnEyeGAQW0rU1Qu0I18Gtg/s200/Fabric-Roll-On.jpg" width="200" /></a></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
A study
by AC Neilsen found that only 30% of the population in India are regular users
of even perfumes and deo sprays. So it will be tough to create habit. The TVC
(<a href="https://www.youtube.com/watch?v=e8cttQDMt9k">see the ad</a>) developed is trying to address this challenge. The message also urges the kids
to go out and play (since kids today play more of indoor video games or watch
TV). To me the stage is perfect for Good Knight to earn a healthy market share
of the new category till competition emerge.</div>
</div>
Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com2tag:blogger.com,1999:blog-5188218097258241982.post-41666627420088836292017-01-04T22:18:00.001-08:002017-01-04T22:21:22.988-08:00Cibaca Vedshakthi – Can it compete with Patanjali’s Dant Kanti?<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSbngmtpqbR6FxiDJ7PanZuNTce_9YvPp3RFNSzj1DP0sAywbz0s9tBYCr7wRxn-vONB0eGJcVWOS-fxwHt7llySHhQFn8ChudaljqMQlI2FRWOSUvCDbz40dKWMDqR5QR71nRFd9naQ/s1600/Vedshakti_maglens-lg.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="142" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSbngmtpqbR6FxiDJ7PanZuNTce_9YvPp3RFNSzj1DP0sAywbz0s9tBYCr7wRxn-vONB0eGJcVWOS-fxwHt7llySHhQFn8ChudaljqMQlI2FRWOSUvCDbz40dKWMDqR5QR71nRFd9naQ/s400/Vedshakti_maglens-lg.png" width="400" /></a></div>
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If situation is tough join the
bandwagon. Colgate, the market leader in the oral care segment which holds a market
share of around 55% feels the heat for the past couple of years. Thanks to Baba
Ram Dev promoted Patanjali’s Dant Kanti tooth paste. Competition is not
alien to Colgate as it had faced challenges in the past from HUL’s Close UP &
Pepsodent and also from Sensodyne. <span style="mso-spacerun: yes;"> </span>But
this time the position of Colgate is in jeopardy.</div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
Even though the entry and success
of Patanjali was swift, one cannot say that there was no time for other players
to react. The consumer behaviour over the last decade had shown a slow shift
towards organic/ herbal/ natural products. The consumers of India are more
health conscious today compared to previous years. In fact, the likes of Babool
tooth paste had a market in India. This prompted Colgate to launch Colgate
Herbal through which they filled the gap in their portfolio.</div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgiOqdjU3Yhw4FMolt31HdCqou3gdzDi1IWGUz6uws7HFAOttrP2qM8XCSY6VeqQKRypQc6MfOp-C_nv6BXNFaelByXijXTQMc95DnG4wiRROxRKIWLbMIr21NTAQDCPnqg40S9m2OjkA/s1600/Print-ad-for-Colgate-Cibaca-Vedshakti.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgiOqdjU3Yhw4FMolt31HdCqou3gdzDi1IWGUz6uws7HFAOttrP2qM8XCSY6VeqQKRypQc6MfOp-C_nv6BXNFaelByXijXTQMc95DnG4wiRROxRKIWLbMIr21NTAQDCPnqg40S9m2OjkA/s200/Print-ad-for-Colgate-Cibaca-Vedshakti.jpg" width="135" /></a></div>
<div class="MsoNormal" style="text-align: justify;">
Another shift in consumer
behaviour which is evident is a sense of patriotism, spiritual inclination
which was well cashed in by Patanjali. The trust people have in an Indian Ayurveda
brand is substantial. All these prompted Colgate to unveil (although it was a
reactive strategy) Cibaca Vedshakthi aimed squarely at Dant Kanti. This is the first
indigenous brand for Colgate in the Ayurveda segment. To me this a nice move so
that it can defend its position in the market as it enjoys a high brand loyalty
even today.</div>
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<br /></div>
<div class="separator" style="clear: both; text-align: center;">
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<div class="MsoNormal" style="text-align: justify;">
For the market leader Colgate, I
feel that VedShakti fills the armoury to go ahead with a flank attack on
Patanjali. It have now Colgate Herbal variants such as Active Salt Neem and
sensitive Clove tooth paste in one side and Vedshakti on the other side which
to me is a well-crafted strategy. The brand name chosen have a local flavour and
so may turn out beneficial for Colgate. <span style="mso-spacerun: yes;"> </span>Vedshakthi
is priced lower than Dant Kanti i.e. Rs. 50 for a 175gm pack (30% cheaper than
Dant Kanti). Efforts have been made to make the product rich in natural ingredients
(read effectiveness of product). They have positioned it as a toothpaste filled
with goodness of natural ingredients. The TVC <a href="https://www.youtube.com/watch?v=3WEedkZqMPA">(AD)</a> of Vedshakthi follows a simple
route somewhat replicating Patanjali’s core communication strategy.</div>
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<br /></div>
<div class="MsoNormal" style="text-align: justify;">
Is this positioning enough to combat
Patanjali? This is what my concern is. I am rather apprehensive that a
cannibalisation will happen with three brands in same Ayurveda space. Moreover can
Colgate outshine Baba effect? Only time decides.</div>
</div>
Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com1tag:blogger.com,1999:blog-5188218097258241982.post-58099843018490894852017-01-03T03:15:00.001-08:002017-01-03T19:31:38.955-08:00Titan Sonata ACT – The Security Act<div dir="ltr" style="text-align: left;" trbidi="on">
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Ever since the
Nirbaya case, women security has been highlighted by a flurry of companies in
India especially mobile phone and mobile app makers. The toll free no. of the
government was the first initiative. Later, mobile phone makers and app makers
came with customisation options catering to the security of the women. But most
of these were futile as those attacking women usually grab their phone first. Moreover,
you need a smartphone to exploit all these options. Thus these products stand confined
to a small segment of the population. Titan have a solution for this.</div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhYEgtX81Qqz5-O-9Roo0UryWIm4N7JbDS0H9aaruq7dYr80E_GFTDwwGlzQCQ7PvcTwF-e3zAxE9z2shy4FjN81epnwBMJNnXShbTqSVZabzh4-IXeYbTiXjteBcgJK2kZvPxfF6tWeQ/s1600/sonata-ACT-launch.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhYEgtX81Qqz5-O-9Roo0UryWIm4N7JbDS0H9aaruq7dYr80E_GFTDwwGlzQCQ7PvcTwF-e3zAxE9z2shy4FjN81epnwBMJNnXShbTqSVZabzh4-IXeYbTiXjteBcgJK2kZvPxfF6tWeQ/s200/sonata-ACT-launch.jpg" width="200" /></a></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
Titan Industries
since its inception in 1986, concentrated more on innovation and disruption.
They changed the concept of watches in India and democratised the usage of
watches by Indians (through their brand SONATA). Further, they moved to jewellery
and optical. The brand SONATA is close to the heart of any middle class Indian.
They had a product in their kitty suited for different life style preferences
of people.</div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
Recently, Sonata,
launched their safety watch called ACT – App-Enabled Coordinates Tracker -
designed exclusively for women. This one-of-a-kind safety watch makes use of
custom-made technology and will interface with the user’s smartphone to trigger
distress alerts to a network of designated recipients when needed (<a href="http://www.tata.com/company/releasesinside/titan-sonata-act-launch">ACT</a>).The watch and your smartphone is linked<span style="mso-spacerun: yes;">
</span>and so if <span style="mso-spacerun: yes;"> </span>you press two times a
button in the watch distress alarm will be sent to the selected numbers in your
smartphones. One should praise the innovation but effectiveness as of now is
uncertain.</div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEibqNISgGJB68GEJfZMxNFYbXXJym16Pi7ZIZAteAsImR2oTTlqdpt6fVb3s7EV5gYqW6aKQWKFrGqKJOLLuR3r60K9HBjz9SWp7KKa112XsGfT2L3zughLGdGRPFrMkWoPc5rvXC70NA/s1600/sonata-act.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="128" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEibqNISgGJB68GEJfZMxNFYbXXJym16Pi7ZIZAteAsImR2oTTlqdpt6fVb3s7EV5gYqW6aKQWKFrGqKJOLLuR3r60K9HBjz9SWp7KKa112XsGfT2L3zughLGdGRPFrMkWoPc5rvXC70NA/s200/sonata-act.jpg" width="200" /></a></div>
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The watch is
priced between Rs.2,749 and Rs.2,999 and comes in three variants. Considering
its benefit I feel it is a fair deal as it is not priced high. But one
disadvantage is that a lot of smart watches are cheaper than ACT. I feel that
the product have an upper hand with its good looking and stylish design which
smart watches misses out.</div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
The first
impression to me is that ACT is a smart marriage of style and security but how
it fair in the market; let’s wait and watch.</div>
</div>
Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com1tag:blogger.com,1999:blog-5188218097258241982.post-33936117883638512532016-12-17T02:55:00.005-08:002017-01-03T19:22:36.211-08:00Hush Puppies – Casual but Formal<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgj_lsfBiv5z-z6o_fKP7nDlroGb7aqeIJH3Bn6doQm5cD946vvN1KkKmvk2clUVNXPO6mif7XXJMnIuJdQlJi0d6XWUcAc46Cy-JeiRjd0anXWmJ9lzS6iPag1i0KAqW-kccAOzV7E0g/s1600/2593772011._CB294732977_SX300_.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgj_lsfBiv5z-z6o_fKP7nDlroGb7aqeIJH3Bn6doQm5cD946vvN1KkKmvk2clUVNXPO6mif7XXJMnIuJdQlJi0d6XWUcAc46Cy-JeiRjd0anXWmJ9lzS6iPag1i0KAqW-kccAOzV7E0g/s1600/2593772011._CB294732977_SX300_.jpg" /></a></div>
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The success on any company is
entwined with the innovation quotient of the company.<span style="mso-spacerun: yes;"> </span>The knowledge of the consumer is the heart of
any innovation. Your innovation today will be the trend of tomorrow. The
footwear industry is no exception. The companies in the footwear space are also
coming up with innovations but do they reach the consumer is to be discussed.</div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhqUk-8k7Vku-eX_TmelVm9gB90PsisqXmYn9FySk3hKadV6wfzUTvC6ve_4O26Dt7M5qTOIT5d2azXOn5qHhdQU2Iuui3BEafvvMz6kdXcPYtoR8X4wfBfIwNW1pcsVlcskK90112Qvg/s1600/Hush+Puppies+Shoes.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="145" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhqUk-8k7Vku-eX_TmelVm9gB90PsisqXmYn9FySk3hKadV6wfzUTvC6ve_4O26Dt7M5qTOIT5d2azXOn5qHhdQU2Iuui3BEafvvMz6kdXcPYtoR8X4wfBfIwNW1pcsVlcskK90112Qvg/s200/Hush+Puppies+Shoes.jpg" width="200" /></a></div>
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The consumer of India, likes to
be casual as well as formals. They love wearing a tie, a formal shirt etc. in
office while the opposite i.e. wearing jeans, casuals shoes etc. is chosen for
informal situations. The inflection point to me in the consumer behaviour is
that there is an overlap happened in dressing and grooming. The consumers now
have a trendy beard as well as trendy hair styles while having trousers and suites
(read in formal situations). So now the order of the day is ‘forcasual’ (formal
as well as casual). Even the fabric giant Raymonds was forced to respond to this change
in life style(recently they launched a campaign stating that colour white is not
exclusively formal now but there are other occasions). </div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjIYaZx5gIC-6Yv6feIgmzB9lar0rqkYAZ37QBGcE7bPAF2T-Rx5JnwWBcigQfsBpDLRnAkQxBheVVjNAq2sHoWPl0RZcWhG5lUCqo0jvy3i2mdWBswB23Emze7sQ8ixjhP9SPdZTMzLQ/s1600/hush-puppies-black-men-formal-shoes-8246870.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="185" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjIYaZx5gIC-6Yv6feIgmzB9lar0rqkYAZ37QBGcE7bPAF2T-Rx5JnwWBcigQfsBpDLRnAkQxBheVVjNAq2sHoWPl0RZcWhG5lUCqo0jvy3i2mdWBswB23Emze7sQ8ixjhP9SPdZTMzLQ/s200/hush-puppies-black-men-formal-shoes-8246870.jpg" width="200" /></a></div>
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Hush Puppies, an international
footwear brand started in 1958 has deep-rooted experience in innovation. They
were the first to invent the truly casual shoes and also have developed dozens
of patented technologies that make its shoes more comfortable, lightweight and
worry-free. The segmentation used is a mix of demographic, psychographic as
well as occasions. Hush puppies have in their portfolio foot wear for men,
women and kids, casual and formal in the Active sports and premium space. The
USP of the company is their innovation. </div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhkaTLFwVXVGaNUW-MdY90Fs0OypnO3eh8F9XizlWjFhK4X99gkP9y9G3Y0gqEUD8gLVdhzM-Kb35hJBWnCCqXXiP7VB_4cekAD2tdV5q0HDi0k_YanVb6sdekcqLHxBzhHqc1iIbEt8A/s1600/Hush-Puppies-Tan-Sandals-SDL277610001-1-a1ec1.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhkaTLFwVXVGaNUW-MdY90Fs0OypnO3eh8F9XizlWjFhK4X99gkP9y9G3Y0gqEUD8gLVdhzM-Kb35hJBWnCCqXXiP7VB_4cekAD2tdV5q0HDi0k_YanVb6sdekcqLHxBzhHqc1iIbEt8A/s200/Hush-Puppies-Tan-Sandals-SDL277610001-1-a1ec1.jpg" width="170" /></a></div>
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For instance their ‘The Body Shoe’ line
is a unique innovation like a bevelled heel and toe that increases walking
efficiency by encouraging easier, smoother, more natural walking motion; an exceptional
fit created by using anatomically correct moulds so the shoe envelops the foot,
and a multi-density foot bed with Ortholite foam in the arch and Poron foam in
the heel and ball of the foot; an advanced climate control system composed of
Ortholite foam footbeds to wick away moisture. This have addressed even the trivial
problems a consumer faces.</div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhUWPpCFnPU5wsKuQayksP-tsLf9klse_ccOK3bTd-nt_x_gkMD6QztMbDpei_TdX_Tp1Nl1Dn-fsSeIuPu2_ZozGm-QPzhe3p0-IA0napBmGcif9Ne2yDbxnFoFNJSHs5BGTYLYX-yog/s1600/images.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhUWPpCFnPU5wsKuQayksP-tsLf9klse_ccOK3bTd-nt_x_gkMD6QztMbDpei_TdX_Tp1Nl1Dn-fsSeIuPu2_ZozGm-QPzhe3p0-IA0napBmGcif9Ne2yDbxnFoFNJSHs5BGTYLYX-yog/s200/images.jpg" width="170" /></a></div>
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<w:LsdException Locked="false" Priority="11" QFormat="true" Name="Subtitle"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Salutation"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Date"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text First Indent"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text First Indent 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Note Heading"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Block Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Hyperlink"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="FollowedHyperlink"/>
<w:LsdException Locked="false" Priority="22" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Document Map"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Plain Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="E-mail Signature"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Top of Form"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Bottom of Form"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Normal (Web)"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Acronym"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Address"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Cite"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Code"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Definition"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Keyboard"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Preformatted"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Sample"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Typewriter"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Variable"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Normal Table"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="annotation subject"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="No List"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 6"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 7"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 8"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 6"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 7"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 8"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Contemporary"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Elegant"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Professional"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Subtle 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Subtle 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Balloon Text"/>
<w:LsdException Locked="false" Priority="39" Name="Table Grid"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Theme"/>
<w:LsdException Locked="false" SemiHidden="true" Name="Placeholder Text"/>
<w:LsdException Locked="false" Priority="1" QFormat="true" Name="No Spacing"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading"/>
<w:LsdException Locked="false" Priority="61" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 1"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 1"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 1"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 1"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" SemiHidden="true" Name="Revision"/>
<w:LsdException Locked="false" Priority="34" QFormat="true"
Name="List Paragraph"/>
<w:LsdException Locked="false" Priority="29" QFormat="true" Name="Quote"/>
<w:LsdException Locked="false" Priority="30" QFormat="true"
Name="Intense Quote"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 1"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 1"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 1"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 1"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 1"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 1"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 1"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 2"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 2"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 2"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 2"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 2"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 2"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 2"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 2"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 2"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 2"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 2"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 2"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 3"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 3"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 3"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 3"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 3"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 3"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 3"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 3"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 3"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 3"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 3"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 3"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 3"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 4"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 4"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 4"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 4"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 4"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 4"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 4"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 4"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 4"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 4"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 4"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 4"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 4"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 4"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 5"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 5"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 5"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 5"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 5"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 5"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 5"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 5"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 5"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 5"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 5"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 5"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 6"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 6"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 6"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 6"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 6"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 6"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 6"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 6"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 6"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 6"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" QFormat="true"
Name="Subtle Emphasis"/>
<w:LsdException Locked="false" Priority="21" QFormat="true"
Name="Intense Emphasis"/>
<w:LsdException Locked="false" Priority="31" QFormat="true"
Name="Subtle Reference"/>
<w:LsdException Locked="false" Priority="32" QFormat="true"
Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" SemiHidden="true"
UnhideWhenUsed="true" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="TOC Heading"/>
<w:LsdException Locked="false" Priority="41" Name="Plain Table 1"/>
<w:LsdException Locked="false" Priority="42" Name="Plain Table 2"/>
<w:LsdException Locked="false" Priority="43" Name="Plain Table 3"/>
<w:LsdException Locked="false" Priority="44" Name="Plain Table 4"/>
<w:LsdException Locked="false" Priority="45" Name="Plain Table 5"/>
<w:LsdException Locked="false" Priority="40" Name="Grid Table Light"/>
<w:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark"/>
<w:LsdException Locked="false" Priority="51" Name="Grid Table 6 Colorful"/>
<w:LsdException Locked="false" Priority="52" Name="Grid Table 7 Colorful"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 1"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 1"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 1"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 1"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 1"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 2"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 2"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 2"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 2"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 3"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 3"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 3"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 3"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 4"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 4"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 4"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 4"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 5"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 5"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 5"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 5"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 5"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 6"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 6"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 6"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 6"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 6"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 6"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 6"/>
<w:LsdException Locked="false" Priority="46" Name="List Table 1 Light"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark"/>
<w:LsdException Locked="false" Priority="51" Name="List Table 6 Colorful"/>
<w:LsdException Locked="false" Priority="52" Name="List Table 7 Colorful"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 1"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 1"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 1"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 1"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 1"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 2"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 2"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 2"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 2"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 2"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 3"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 3"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 3"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 3"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 3"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 4"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 4"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 4"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 4"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 4"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 5"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 5"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 5"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 5"/>
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The significant feature to me in this brand is that you can
use the shoe for both formal as well as casual situations. It has touched the
sweet spot of a consumer. A formal shoe is always priced premium. A typical
middle class can’t afford to buy one more for casual occasions. Hush Puppies
come with a sole of a casual shoe and the remaining formal which makes it apt
for any occasion. The brand now is gaining popularity in the country as it is
available in leading BATA outlets apart from being available online.</div>
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Dr. Padmanabhan N S, MBA, MPhil., MSc..(Applied Psychology), PhD, Asst. Professor, Rajagiri Center for Business Studies, Kochihttp://www.blogger.com/profile/09005475495133820741noreply@blogger.com0