THE JOURNEY FROM A BRAND TO THE BRAND.

Ms. Shaheen Merchant

Ms. Sneha Ushir

Mr.Smith Bhavsar

Ms.Rachana Shetty

Ms. Aditi Daftary

 What is brand? Name,sign, symbol,intended to identify goods & services of one seller from another

Branding is semicommodificatio n of the product

 A rose by any other name would not smell as sweet Brand name provides an identity which differentiates Key marketing concept of positioning, imagery are centered around brand name

Product logic(marketing mix) to brand logic (meaning and value)

Brand Looks = Brand Symbol + Brand Name Brand Symbol = Brand character+ Brand Logo

Brand Association = Link up in memory with brands attributes, benefits and looks

Brand Image = Brand Associations + Brand Personality

Brand Relationship = Brand Image + Brand Attitude

HOW ARE BRAND STORIES ARE CREATED??

The Firm
Brand Stories

Popular Culture

Brand Stories

Brand Culture Shared,Stories, images & associations

Brand Stories

Brand Stories

Influencers

Customers

StORY NO.1

 Indian analgesic and anti-pyretic market is a huge one, growing at 9.50% This market actually harbours 62 nationally distributed analgesics and over 100 local brands

Crocin has a market share of 18% in systemic analgesic categories It is also marketed as PANADOL in more than 80 countries is leading paracetamol in India

Product line
Crocin pain relief was launched in 2003

It contains 650mg paracetamol +50 mg of caffeine

In 2007,it entered into cold categories and launched Crocin cold n flu It contains paracetamol +caffeine +phenylephrine Used for nasal congestion, headache, body ache, sore throat pain and chills

 Crocin cold n flu currently has a market share of 4.20% and is the fastest growing brand within the crocin basket

 The brand also came out with variants like Crocin Quik that boasted of faster relief

Crocin also came out with Crocin 1000 aiming at patients having arthritis

History
In India, more than 40 year back, crocin was introduced in the market by Duphar Interfran limited now DIL Limited for Rs. 45 crore

Initially it was prescription drug and was sold through ethical route only In 1996,duphar sold the brand to Smithkline Beechline
Soon, the govt. removed many drugs from ethical list including Crocin

 And Crocin become an OTC drug

Smithkline extended its presence to the analgesic segment

Kapil dev was made as Brand ambassador for Crocin Pain Relief and this resulted in registering the brand in the minds of consumers

GSK was leaping up the sales chart

GSK planned several brand extension

The rapid mutation of viruses and cross border travel, the viruses now had the opportunity of infecting more people Mild forms of flu and cold were becoming more frequent with more people

 This led GSK to launch Crocin Cold n flu

The new drug offered relief from multiple symptoms of cold such as blocked nose, headache, body ache, and mild fever

The major differentiator was that unlike most other medicines in this space Crocin Cold n flu did not cause drowsiness and this variant is already contributing significantly to Crocins net sales

Promotions

OTC drugs are aggressively advertised with each brand seeking to gain market share After the acquisition of crocin GSK developed a new communication strategy In those days, they compare the side effect of aspirin based analgesics with the crocin(recommended dose) i.e.; crocin was safer at recommended dose

GSK used this as a promotional strategy by positioning Crocin on the safety and easy on the stomach
By

the end of 1999, many new formulation came to market

This had the expected result of further fragmenting the market and took away the share of Crocin

The new drugs were perceived to be very effective and offered consumers a kind of safe remedy since they all came with the recommendation of doctors

Crocin was therefore, up against a mind set that there was no tangible reason to go back to it

Then, crocin decided to return to the formula that had been tried and successfully tested in international markets for its best selling drug, Panadol

GSK developed slice of life advertising showing real people in real situation for real reasons reaching out for a Crocin The result was spectacular Crocin won back its pre-eminent position in the market and registered a stunning 21% growth in sales

It has also been mothers first line of defence

As infants, the single drop of syrup gives quick relief to children

And for adults it is the magic white pill

At every stages of life there was a Crocin to fall back upon

Crocin is a heritage brand, steeped in pharmacological history

For entire generation, Crocin is more than a pain and fever reliever, it is a time tasted friend that has always helped bring comfort

and soothe lifes little aches

WHAT HAS THE STORY TAUGHT OTHERS??

It is a very fast growing segment

Due to awareness of people, OTC market is growing continuously Pharmaceutical company should move their products from prescription to OTC
It increases the market share of the existing company Easy to access the medicines

StORY NO.2

Revital a well known drug from Ranbaxy laboratories. It contains vitamins and minerals

Initially it was prescription drug

Later it changed to OTC drug i.e., switched to OTC drug

The latest data generated by market research entity AIOCD AWACS shows that Revital brands grossed Rs 158.5 crore for the 12 months ended February 2012 (on a moving annual total or MAT basis). The MAT value on February 2011 for the brand was Rs 140.7 crore. Comparable figures for the same period in 2010 and 2009 were Rs 117.5 crore and Rs 68.1 crore respectively.

Revital Competitor Analysis

Sr. No. 1 2 Brand Name Revital Supractive Company Price (Pack Name 10) Ranbaxy 75 Piramal healthcare 60 Market Share 87% 4.2%

Market analysis for Revital As per ORG IMS, Revital today is an Rs 140 crore brand 30 copycat brands in the domestic market Revital enjoys 87 per cent market share in its comparable health supplement segment and has continuously moved up the rank among the top 10 barnds in india (ORG-IMS).

Reasons for new segment

Currently Revital is in Maturity Phase. Now the sales remain almost constant for Revital. Launch of new category under Revital help company to go back in growth stage through new market. This new market is growing very high rate. So, for next few years Revital is in growth stage.

The Journey

Revital has grown stronger with passage of time. A few milestones in its journey till date.

Revital takes birth as a prescription drug for vitamin supplements to help reduce tiredness and weakness in body and keep it fresh and active throughout the day.

1987

2002

It looks Revital over a decade to shift to OTC category as a daily health supplement. It happened only after the brand shifted from Ranbaxys pharmaceutical division to the current consumer healthcare arm.

Chosen amongst the top five brands in the Indian OTC market as per Nicholas Hall Yearbook. Later the brand also went on to win readers digest trusted award gold in the health.

2009

2009

Ropes in Yuvraj Singh as its first ever brand ambassador. This decision was proven to be extremely beneficial for the brand in 2011 when India won the cricket world cup and Yuvraj became the man of the series.

How it Switched.

Ranbaxy used a well through out television creative to target the consumer directly through advertising Revital was positioned to fit into the users hectic lifestyle empowering them with energy strength and mental sharpness, enabling them to enjoy life the fullest hence making them live the brand punch line of Jiyo Ji Bhar Ke

Increase in sales of Revital after switching to OTC channels

THE BRAND SHIFT FOR REVITAL - the context change

TO THE EXPERIENCE RELEVAT CONTENT PERCEIVED VALUE LOYALITY INCENTIVE

FROM MESSAGE

FROM CHANNEL MARKETING

TO AN INTEGRATED CONTEXTUAL SITUATION MARKETING

THE BRAND SHIFT FOR REVITAL - the context change

FROM PRODUCT Health Supplement Energy capsules Medicine Side effects Un natural To Benefit

Freedom from fatigue Get energized/ re -fresh/ recharge Be a go better Do more.Achieve more Live life to the fullest Feel young in the mind & body The NATURAL way

Distinct Reaction to the REVITAL

I love being natural :anything comes with side effects I will buy if need arises Energy capture

We should avoid taking such catalyst Hope no one needs it

How does it help me :stronger? Stamina? Prevent fatigue?

The FOUR PROLONGED strategy

Shift from a molecule towards a consumer solution Building emotional Assurance Creating brand authority Enhancing Accessibility

Revital Segmentation
The target segment for revital is sport person and other person who is working

Revital Target Segment

Professionals who work for longer period of time

Revital positioning and marketing strategy

Carries the message of live life to the fullest, message that gels with the image of cricketer then and an actor now.

Advertising strategies
1.
Pre use scenario and post use benefit

Make most of his life

Testimonial of regular users

BRAND RECALL
A sample size survey (23) people was conducted for brand recall for REVITAL. Here are the findings:

Yuvraj Singh Jiyo ji bhar ke Thakana mana hai Health supplement Benefits

16 14 4

9
11

Rules change as the new brand ambassador enters

Holi wishes this year by Salman Khan
What accompanied Khans Holi wishes was a limited period offer to test, free of cost, the newly introduced brand extension of the countrys best selling health supplement Revital Woman Tied up with FMCG major ITC to sell its products in rural areas as the distribution reach of an FMCG company into rural areas in India is much wider than that of a pharmaceutical company. the current one with Salman Khan has his signature along with the headline I Trust Revital.Only Revital perhaps the reason why Revital enjoys 88 per cent market share in its comparable health supplement segment

THE IDEAS

MOBILE MARKETING

OUTDOOR MARKTING

OUTDOOR MARKETING

OUTDOOR MARKETING

PRINT ADVERTISEMENTS

PRINT ADVERTISEMENTS

PRINT ADVERTISEMENTS

PACKAGING

RADIO

RETAIL ACTIVATION AND ENGAGEMENT

FACEBOOK

Revital Promotion and its Result

In 2005, when Revitals sales growth declined, the Ranbaxy brass figured out that a course correction was needed.

Result: the brand promotion shifted to Doordarshan channels with the masses as the target consumer.

Brijesh Kapil, director, Ranbaxy Global Consumer Healthcare, says We had a sampling campaign which saw 12 million sample capsules being

distributed through magazines in six months time.

Simultaneous was a media plan which announced a 21-day money back

challenging campaign.

StORY NO.3

Doing Well by Doing Good CAsE sTuDy: FAiR & LOvELy Whitening Cream

Introduction - Doing well

Largest selling skin whitening cream in the world First launched in India in 1975 held a commanding 50-70% share of the skin whitening market in India in 2006 Market - valued at over $200M & growing at 10-15% per annum Second-fastest growing brand in HULs portfolio of 63 brands growth rate of 21.5% per year Its two closest rival competitors Cavin Kares brand Fairever and Godrejs Fair Glow, only have a combined market share of 16% Claim to possess a customer base of 27 million Indian customers who use its product regularly Successfully launched new product formulations from lotions to gel & soaps

doing well by doing good (DWDG) proposition they have a corporate social responsibility to achieve some larger social goals, and can do so without a financial sacrifice

Fair & Lovely as an example of a product targeted at the poor or those at the bottom of the pyramid

1. Product strategy
Hindustan Unilevers fair &lovely is the leading

skin- lightening cream for women in India

It redefines the route to fairness with an advance

multi-vitamin fairness nourishment formula

Triple sunscreen system-protects from the suns darkening UVA and UVB rays Allantoin-activates the FAL vitamin system to give girls and women radiant fairness

Key products of fair and lovely

Fair & lovely Original Fair & Lovely Ayurvedic Balance Fair & Lovely Multivitamin Fair & Lovely Active Sunblock

Fair & Lovely Men's Active

Fair & Lovely Anti-Marks

Fair & Lovely Winter Fairness

Fair & Lovely Max Fairness For Men Fair & Lovely Forever Glow For Ageless

2. Pricing strategy
All fair and lovely products are available in sachet form just for Rs.5, Rs.10, Rs.15 India is a medicinal driven product market which changed the pricing behavior of the fair and lovely products Targets at all classes of people

Global market target group

Provides offers and discounts

Global outreach

3. Place strategy
HUL has one of the largest distribution

networks in India
1) About 2900 stockists

2) Total coverage: 6.3 Million outlets

3) Direct coverage: 1 Million outlets

Distribution framework objectives & intentions

Promoting their sales and marketing activities across the country Town coverage dealer network and new approaches to communication strategy Plan and implement sales and marketing activities to achieve their Targets Improve cost effectiveness of its operations They employed Carrying & Forwarding Agencies Redistribution Stockists Wholesalers Rural Retailers Consumers

4. Promotional strategies
The bigness of Fair & Lovely lies in the fact that it transforms a woman in ways that are more than just skin-deep. Feeling good does wonders to self-confidence and Fair & Lovely helps people do just that. It gives them the self-belief to steer their own destiny

It gives them hope and changes the way they (and others) see themselves
the brand has today evolved to give women courage to move ahead, to challenge and change destiny itself All Fair & Lovely advertising is developed around this

core insight and in a manner that is positive and motivating

Most importantly, almost every key advertising indicator has shown a huge positive trend with the brand perceived as modern and innovative by 59% of the total population, up from 41% in mid 2001 In April 2004, Fair & Lovely launched its latest variant an oil-control fairness gel with papaya and watermelon extracts for oily skin types One of the most interesting and far-reaching recent developments has been the launch of Fair

& Lovely Foundation

Fair and Lovely scholarships for women - Graduate, post graduate and PhD aspiring
Announced scholarships for women who are doing their graduation, post graduation and PhD in recognized universities Scholarship amount Rs. 1,00,000 & could be renewed for another year depending on the merit of the student

Should have secured 60% marks in 10th and 12th classes & should have good knowledge of English
Collected all necessary documents with the application Scholarships are announced after an interview depending on the course and the financial status of the applicant

Methods adopted for sales promotion

1. Price discounts or price-off deal 2. Price pack deals 3. Bonus pack and Branded pack. 4. Refunds and Rebates 5. Coupon

Modes of promotion
Online Offline
TV COMMERCIALS

NEWSPAPERS

MAGAZINES

HOARDINGS

Doing GOOD
Independent researchers like Hammond and Prahalad (2004) cite the comments of a young female street sweeper who expressed pride in using a fashion product, that will prevent the hot sun from taking a toll on her skin as it did on her parents
According to Hammond and Prahalad,

She now has a choice and feels empowered because of an affordable consumer product formulated for her needs

Not Doing GOOD

Product Efficacy

Criticism
Whitening creams sell like hot cakes, although there is no documented benefit

Fair & Lovely is not categorized as a pharmaceutical product Unilever has not been required to prove efficacy
I have never come across a medical study that substantiated such claims [of whitening] No externally applied cream can change your skin color Dr. R.K. Pandhi, head, Department of Dermatology at AIIMS, Delhi Ironically, despite the obsession with fair skin, dark skin is actually healthier and less vulnerable to skin diseases than lighter skin

Preya Kullavanijaya, director, Institute of Dermatology, Thailand

Professor ABM Faroque, Chair, Department of Pharmaceutical Technology, University of Dhaka, Bangladesh

Controversial Advertisements
The exact amount spent on advertising is a proprietary secret

It is reported that Unilever spent $7 million on advertising Fair & Lovely in Bangladesh
In India, it was among the most advertised brands during the World Cup in 2002
TV commercial aired in Malaysia a train attendant fails to catch the attention of her love interest, a businessman who buys a ticket from her everyday, until she appears one day with fairer skin as a result of using Fair & Lovely

TV commercial aired in India the Air Hostess advertisement

Negative Comments

Brinda Karat, General Secretary of the All India Democratic Womens Congress (AIDWC)
The Air Hostess Is discriminatory Called the Fair & advertisement is on the basis of Lovely demeaning to the color of skin advertising women and it and an affront campaign should be off to a womans highly racist the air dignity

Ravi Shankar Prasad, Indias Information and Broadcasting Minister

I will not allow repellent advertisements such as this to be aired Fair & Lovely cannot be supported because the advertising is demeaning to women and the womens movement,

Unilevers response
Countered the Criticism
The current commercials show a negative and positive situation

We are not glorifying the negative but we show how the product can lead to a transformation A well-groomed person usually has an advantage in life the company has not done anything wrong

Fair & Lovely commercials were about choice and economic empowerment for women

Conclusion
Despite all the controversies and negative comments, Fair & Lovely is clearly doing well It is a profitable and high growth brand for Unilever in many countries, especially in India Millions of women voluntarily buy the product and seem to be loyal customers Unilever is fulfilling some positive social goal

Some innovative punch lines

FAL Anti Marks- You Believe, You Are

FAL Menz Active- Prove to be the Best

FAL Ayurvedic- Kundali Badal Jayegi

FAL Multivitamin- Aaj Din Suhana Hain Aapka

StORY NO.4

The Blue pill

Vitamin V

Blue Diamond

What is Viagra..?
Sildenafil citrate(PDE enzyme)blocker. Initially developed to treat hypertension and angina pectoris by Pfizer. Later on major side effects reported including Penile erection. In 1992, researchers changed direction to develop Viagra for ED(Erectile dysfunction).

Viagra..A global blockbuster

Pfizer`s first lifestyle drug Viagra went on to top US$1 billion in global sales in the first full calendar year In 2000, Viagra sales accounted for 92 percent of the global market for prescribed erectile dysfunction pills Annual sales of Viagra peaked in 2008 at US$1,934 million

Recent statistics of Viagra globally

Recent statistics of Viagra globally

Source : IMS Health

 Celebrity endorsements

Marketing strategies adopted in US

Pele Bob Dole (former US senator)

DTC (Direct to consumer) advertisement

 Numerous sites on the Internet offer Viagra for sale after an "online consultation", often a simple web questionnaire

On May 6th of 2013 Pfizer announced to sell Viagra directly to the patients online on company website.

 After initial huge success sale of Viagra became stagnant in 2003 due to launch of Cialis (Lilly) Levitra (GSK, Bayer)

In 2005, Pfizer decided to launch Viagra in Indian market to improve sale

Different market dynamics in India

United States

India

Least price competition

High advertising DTC TV commercials Brand endorsement by stars

Price competition As cheaper generic version of drug available No advertisement allowed by government

Issues faced by Pfizer in India

Understand the critical success factors for a

pharmaceutical company to
Make a successful entry in a new therapeutic

segment.
Launching a globally successful brand in a new

market.
Launching its product in a price competitive environment.

"We strongly believe that there is an unmet need of the doctors. Patients are actually seeking introduction of the original Viagra."
- Kewal Handa, Managing Director, Pfizer Ltd. (PL), in 2005.

The launch of Viagra in India

On December 26, 2005, Pfizer rolled out Viagra (Sildenafil citrate) in India After 7 years of the original launch of Viagra in USA Reason:
In 1998 India was under process patent regime Pfizer was apprehensive about generic

competition in 1998 and hence the reluctance in launch of Viagra

ED drug market in India

Various Indian pharmaceutical companies had launched their own generic clones of the drug since 2001 As of 2005, there were more than 40 local versions of the drug available in the Indian market Kamagra(Ajanta pharma), Silagra (Cipla), Edegra (Sun Pharmaceutical), Penegra (Zydus Cadila), and Zenegra (Alkem Laboratories).

ED drug market scenario in India

Total market : Rs. 130 cr. Average price of ED drugs: 25/pill Total number of pills sold : 5.2 cr./year Market size(no. of men): 70-90million Potential market(In no. of pills): 168 cr./year

Surprise surprise
Pfizer also surprised most industry analysts and doctors by pricing Viagra at Rs 594 (100 mg tablet)

Rs 463 (50 mg tablet)

And this when most of the local versions of the drug were available at Rs 20 or less (for a 50 mg tablet). Pfizer was confident of capturing 10%-15% of the ED market in India within the first one to two years of Viagra's launch.

"I don't think doctors will prescribe Viagra. When we have economical options available, why prescribe the costly one?"
- Dr. B.K. Roy, Endocrinologist and Hormone Specialist, Sex and Hormone Center, New Delhi, in 2005.

Post launch of Viagra

Within two months of its launch in India, Viagra seemed well on its way to surpass its target for the year. PL reported that Viagra had already cornered a 1.8% of the ED market in India Reasons: Brand value Extensive research and knowledge on ED Excellent field force

Post launch of Viagra

Viagra could not capture 15% of the ED market in India, Reasons: Intense competition Huge untapped market

Huge untapped marketWhy??

Lack of awareness about problem(ED) itself Awareness but hesitation in talking about it/ consulting doctor Barrier : Conservative attitude of indian men towards sex and sexual problems What Indian men think?? (about ED) Its a natural process

Its a question mark on my masculinity

Its about prestige What my wife/GF think? My friends will make fun of me

Strategy of Viagra in India

Viagra is the generic name of the solution of the problem(ED)

Market the problem

Evoke fear but make it seem like just another problem because it has a solution

What mediums???
Cinema hall slides in multiplexes
People of all ages and classes Comparatively inexpensive Women, prime influencer in such matters also can receive message
Flexibility in placement Inexpensive

Human banners

What mediums???
Posters in washrooms (In malls, multiplexes, clubs, 5-star hotels etc.) Non-public medium Inexpensive
Posters

To counteract conservative nature of Indian men..

Encoding the problem Erectile dysfunction = ED
Codeword for those suffering:

Is ED making you older?

Is ED coming between you and your wife??

Are you ED+ve?

Is ED playing with your happiness

Is ED ripping your family apart?

StORY NO.5

Guess???
One of the best examples of crisis management.
Deepak sir mentioned it for brand recall Product of J & J. ANALGESIC

Weathering a brand crisis:

The Tylenol Experience

 Introduced by McNeil laboratories as a liquid alternative to aspirin for children. Achieved Non prescription status in 1959 by

Initial marketing- promoted as a tablet Consists of acetaminophen- a drug without stomach irritation.

 Sales in 1974- $ 50 million, 10% of the analgesic market. Line extension in 1982: Extra strength Tylenol in tablet and capsule formmarket share 37%
Used by 100 million Americans

8% of J & J sales.

$ 40 million media campaign

Trust Tylenol hospitals do Hospital campaign

Tylenol the most potent pain reliever you can buy without prescription.

The hidden camera campaign

The Tylenol Crisis

Cyanide poisoning. Problem restricted to that area only. Consumer confidence shaken.

In October 1982 -Seven people died in the Chicago area taking extra strength Tylenol capsules.

 Most marketing experts believed that the damage to the reputation was almost irreparable and that it would neve recover.

on one day every single human being in the country thought that Tylenol might kill them. I dont think there are enough advertising dollars, enough marketing men, to change that youll not see the name Tylenol in any form within a year

Jerry Della Femina-

The Tylenol Recall

World wide alert to the medical community

Recalled and analyzed samples.

24hr toll free telephone number Briefed the FDA Voluntary withdrawal- repurchasing 31 million bottles with a retail value of $ 100 million. Stopped advertising All communication through press

releases

Reaction of Competition
Aggressive Acetaminophen brands increased unit sales from 5% share to 11% share Bayer sales rose 50% in October American home products announced unprecedented demand for Anacin 3 and advertised Like Tylenol, Anacin is aspirin free Bristol- Myers- ask your doctor about dantril Bayer- At Bayer, we take care, we have been doing that for 25 years

The Tylenol Recovery

Offered $ 100 million to apprehend the culprit.

Weakly tracking surveys- 1000 respondents $1.5 million for marketing research.

The following week- Capsule exchange offer in 150 major markets

across the country TV advertising

Dr Thomas N. Gates
Youre all aware of the recent tragic events in which extra strength Tylenol capsules were criminally tampered within limited areas. This act damages all of us- you the American public because you have made Tylenol a trusted part of your healthcare and we who make Tylenol because we have worked hard to earn that trust. We have voluntarily withdrawn all Tylenol capsules. We will reintroduce capsules in tamper resistant containers as quickly as possible. Until then we urge al Tylenol users to use tablet form. Tylenol has had the trust of medical profession and 100 million Americans for over 20 years. We value the trust too much to any individual tamper with it. We want you to continue to trust Tylenol.
The heavy media schedule for the ad ensured that 85% of the market viewed the ad at least 4 times during the week

RETURN OF TYLENOL CAPSULES

On Nov 11, 1982 the chairman of J & J held a live teleconference with 600 news reporters Triple seal package-tamperproof Largest campaign of couponing 60 million coupons offering free Tylenol product distributed on Sunday Nov 28, 1982. 20 million on the following Sunday. 30% of coupons redeemed. Trade promotions and sales calls- support of retailers.

 3 Ad executions to convince
the consumers
Testimony of loyal Tylenol users- 3 Ad executions. 1st- consumers reaction to the tampering incident 2nd- supporter before the incident reasserting her trust in tylenol 3rd- testimony of a user that she could still trust the product.

 By February 1983 sales of Tylenol had almost fully returned Decades later- a $ 1 billion brand with extensions in cough and cold remedies. Next largest pain reliever competitor has only half the market share of Tylenol.

The ups and downs of TYLENOL

 Major factor for managing crisis- skillful handling Another factor however was the equity of the brand and its

The flawless handling of the Tylenol product suggest 2 keys to efficiently manage a crisis

PICTURE ABHI BAAKI HAII MERE DOST..

LAUNCHED!!!