Case study 1

SOAPS AND DETERGENTS ADS

Stain-removal property is the main USP of many detergent brands. The stains could be of a wide variety. But these ads do not distinguish a product. Nirma ads stand out. Though it also relies on the core promise of removing a variety of stains, Nirma ad catches attention due to its execution. Recently, Nirma showed a family at a dining table whose members get provoked by a barbed jingle ‘Hema, Rekha, Jaya aur Sushma…sabki pasand Nirma.’ The aggression in the film is too much. Throwing food at each other is also against our cultural sensibility. The next commercial was based on the theme of bitchiness and one-upmanship. The latest commercial again makes Hema,Rekha, Jay and Susma sweat again. They are in the company of their husbands who make the wives stain-prone. But Nirma is the savior.

Issues

Comment on the soaps and detergent ads.

Case study 2

AMRITANJAN

Heritage Brand It is a 114-years old pain and Ache Management company

Founder  K. Nageswara Rao Pantulu in 1893

Successor Sambhu Prasad, B.E., MBP., who is now the M.D.

Turnover in 2006 Rs. 80 crore

Proposed new products pain products for joints and back-aches.

Nutritional supplement for diabetes

Proposed entry into neutraneuticals, and skin-care products.

Anti-wrinkle cream

Brand Equity Strong brand recall

Plant At Chennai (Mylapore)

Bottle sourcing Proposed from china

Distribution cash and carry method

Product penetration Good in the southern and eastern region.

Ok in the Western region

So- So in the North

Diversification BPO business

Issues

How can Amrutanjan as a brand itself against Vicks, Zandu, Emami and Tiger Brands?

Case study 3

THE TAJ GROUP OF HOTELS

In the beginning of the 90’s, Taj undertook a formal marketing research exercise to understand the current life-styles. Formerly, it relied upon research inputs from the air-line and travel industry. The research attempted to discover what would appeal to the future customer. The top ranking was received by ‘exclusivity’. The findings also revealed that the company’s existing customer-base of traditionalists who liked the classy understated Taj was shrinking. The Taj is symbolized by an enigmatic woman who is known for hospitality and efficiency. This is the new identity developed after consumer attitude study towards the Taj. In-depth interviews were conducted. The research was qualitative. The parameters examined were doing the right things, the quality of check-in, the smile, the greeting or the welcome drink. The Taj has been given a distinct personality of being ‘caring, efficient and enginmatic’. It is an emotional slot. The line goes on “She is the Taj.” The base-line is “Nobody cares as much”.

Issues

A new hotel at a tourist spot, say a hill-station, is trying to create its identity. How can it be done? What is the role of relationship marketing in marketing a hotel chain?

Case Study

DABUR CHYAVAVPRASH

Introduced in 1970.

The brand name itself had become problematic later. It would have been better if a non-generic brand name had been chosen. Others were free to adopt