Brandspeak
Voltas aims is to penetrate mass market, identify demand-supply gaps and develop indigenous products to fill them. K J Jawa, VP (Operations), Cooling Appliances Business Division, Voltas provides an overview of the plan in this week’s Brand Speak.
Creating an all-new fashion statement was a tough battle for Swarovski. The group adopted top down strategy to establish the brand, which was much of a tongue twister in the early days. Sanjay Sharma, Country Head, shares the story of Swarovski.
“Service is not a deck of cards. It is something that you customise your capabilities to create a solution related to a specific product. So you address a common set of problems that could be web solution investments, RFID investments or even something as simple as outsourcing – how do I increase my offshoring to India? It is around specific things like this that we create our mindshare.”
Service industry demands constant innovation and a resolve-all approach that meets the changing mindset of the consumer. For an IT organisation is all about creating mindshare by being constantly experiential to ensure a difference, believes Srinivas Uppaluri, Head - Global Marketing, Infosys.
"For now I can say that we would want to take our customer base from 5 million to 25 million by year 2005. Five million to 25 million would indeed be our slogan.”
“We are also launching a line of accessories for each of our four power brands, which will further help create them into lifestyle brands. No single brand can be aspirational if it doesn’t transform into a lifestyle brand.”
Madura Garments is all set to transform its four power brands into lifestyle brands. For any brand to be aspirational, it has to transform into a lifestyle brand, believes M Vasanth Kumar, VP - Sales and Marketing, Madura Garments.
“We have always believed in using high-profile celebrities to endorse our brand and it has worked quite well…. The celebrities have added a special value to the brand. We are very hopeful .”
From Zeenat Aman to Govinda, Madhuri Dixit Sourav Ganguly and finally, the Big B - for Emami, high-profile celebrity endorsements have been a successful venture in brand building. Aditya Agarwal, Director, Emami, shares his strategy to carve a niche in the market.
"Diamonds were originally perceived as ‘a stone with no return’. Our campaign for ‘Nakshatra’, the mother of all branded diamond jewellery, gave legitimacy to diamond jewellery and built consumer confidence".
From Rajmata Gayatri Devi to small-screen heartthrob Mandira Bedi and blockbusters to fashion shows – Diamond Trading Company explores all possible avenues to promote its exotic range of solitaires. “Nakshatra, the mother of all branded diamond jewellery, gave legitimacy to diamond jewellery,” says Devika Gidwani, Director, DTC.
“Today’s consumers do not want to hear the virtues of a brand, they are interested in specifics and that’s what our campaigns always do.”
Increasing dominance of English media, foreign investment – nothing lasts if content doesn’t address to local values. Extensive local coverage is the key to success, says Sudhir Agarwal, MD, Dainik Bhaskar Group.
In a manner we are in the entertainment business. When we entered the market, we were aware of the fact that two things that drive Indian viewers are movies and cricket. Everything else from politics to any other interest is a mere add on. This is a fact we leveraged to our brand’s positioning and it is paying off.
On an expansion trail, Sansui is eyeing at rural India with aggressive marketing plans. The CTV manufacturing major launches sub-brands and adopts extensive media strategy with this mission. Find more as Anil Khera, Director – Marketing unveils the business strategies…
“I’m not saying that we are doing sponsorships in lieu of advertising. We would have added this dimension to our advertising to support our brand building.”
Kingfisher built its brand equity on the plinth of sports and fashion. Shekhar Ramamurthy, Executive VP (Sales & Marketing), UB breweries division, talks about the brand’s associations in an interview with exchange4media.com. For details, read this week’s Brand Speak.
“I think a customer today is ready to pay a certain premium for a certain value he believes he will get. So he is marginally flexible on the budget. This is also the reason why Sonata is selling such large volumes.”
Contemporary, durable, affordable. That's how Sonata Business Head, C Srinivasan, describes his wares in the market. The brand is positioned to grab the lion's share of the economy segment. For details, read this week's Brand Speak.
“We plan to expand our global activities by setting up another unit. I expect the industry to bounce back and see some more activities”
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