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Hero motocorp

The year 2010 marked the end of one of the worlds most successful corporate marriages Hero Honda and

a new beginning for The Munjals of the Hero Cycles Ltd. Back in 1984, the two firms shared a common

belief that India with its burgeoning population, low per capita income and unorganized public transport

system, would be in need of frugal means of personal transportation. Hero with its inherent knowledge of

selling products in India was the champion in Sales & Marketing and Honda was the undisputed leader in

two wheeler technologies worldwide. After 26 years of sharing technology to makethe most economical and

fuel efficient motorcycles for the Indian consumers, Honda Motors decided to move out of the joint venture.

This divorce enables the Hero Group to export its motorcycles to other nations which was not possible

earlier and brings us to an exciting birth of a new brandHero MotoCorp.

With a massive 5 million strong consumer base and more than 20 million two-wheelers on Indian roads,

Hero Honda truly became Desh Ki Dhadkan with DhakDhak image touching the hearts and strings of

everyone across the nation.Rebranding this big a brand would be a mammoth task in order to move out of

the mould of Hero Honda and ride into newer and different horizons. The Hero Group roped in London-

based Wolff Olins -a global brand and innovation specialist, to work on its new identity including the brand

architecture, brand name, brand logo and brand positioningwith an underlying theme of Creation, Renewal

and Re-energizingthe brand.The entire re-branding exercise would involve a gradual shrinkage of brand

Honda and place Brand Hero on all its products by 2014.

The new logo shows the letter H in capital with a clear white background along with Hero written

beneath in Red. The black color in the logo stands for solidity and premium-ness while the Red gives a

feeling of energy, passion, and confidence. To represent Hero in 3D, the logo even has a triangle, trapezoid

and a parallelogram in the first letter of its name. The sharp edgesdepict style, engineering and innovation.

The new logo is designed to relate to the youth and their 'can do' spirit.

The company has rolled out a new anthemHum Mein Hai HERO (Theres a Winner in All of us),

composed by A.R Rahman with the campaign launch on 15th August to capture the maximum eyeballs and

was received with a lot of excitement and applause by the massesthat could connect the HERO-ism of the

brand with their daily challenges and a true winning spirit. I agree with Mr. PawanMunjal, the CEO of HeroMotoCorp, who explains this campaign as a true sense of Indian Catapult which signals that although its

roots are very Indian, it is ready for global expansion.

Volkswagen

A photodiode, a speaker and a chip, sounds like all one needs for a science project in class 7 th?

Add innovation and creativity to the mix and what you get is an ad that has won almost all that is there to be

won in the Print Media Advertisement category.

It recently won the Best use of Newspaper & Magazines at the Abbys (the Filmfare award of the

advertising industry) on the trail of winning in the same category at the Emvies(lets call them the Stardust

awards of the same industry).

Volkswagen had introduced itself to the Indian market in 2001.But failed to capture a significant market

share. This might have been because they primarily concentrated on the High end segments with brands like

Audi and Skoda. But when the company entered the medium end segments it realized that it was not as

recognizable as the other brands. Owing to this, in 2009 started the brand awareness campaign of which this

ad is the latest part of.

The advertisement basically served two marketing purposes

Retention Creating a buzz (Buzz marketing)

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There are close to 60 ads in the newspaper everyday according to my research, which involved me picking

up todays newspaper and diligently counting the ads. Now how many does one remember by the time they

have finished reading the newspaper, 3 or 4 and by the end of the day 1 (that too for the scantily clad girl

involved, not the brand itself)?

And then you have this Volkswagen ad that children and adults alike are talking about and taking to school

or work to show what there newspaper brought in today.

And this did not last just for a day, to this day people remember it and the brand involved.

So in general what Volkswagen achieved was what companies are still trying to achieve reducing

the effective frequency to 1.Effective frequency is the number of times an ad has to be shown so as to get the

message across to the customers. That simply means for an extra cost of Rs5 (cost of the device)

Volkswagen had achieved a retention period of around one year.

But the main aim of this ad was to create a buzz, it did and how. Buzz marketing is always about surprising

and delighting the customers. A good buzz marketing campaign can only have a chance of succeeding if it

combines both originality and attractiveness from the consumers perspective. The prime motive of Buzz /

Viral marketing is to create significant noise and therefore interest in the market place for consumers to

talk about the product and try it. For days people talked about it and told their friends who had not seen it

about it. Even the Newspapers and Business Channels were raving about how the ad had changed the

outlook towards print media. And this was promotion that Volkswagen did not have to shell out a buck for.

This was followed by interviews with the creator of the ads the DDB -Mudra group and the awards that

followed.

The brand campaign Volkswagen started in 2009 was as the company put it a sort of self introduction to the

Indian public. The group was also aware of the fact that most other companies blissfully ignored print as

the medium of promotion has a longer shelf life than TV or any other and utilized this to the fullest. True to

its motto of innovation even in marketing Volkswagen gave India its first printRoadblock. A Roadblock iskind of carpet bombing strategy in which the companies buy out all the ad spaces available. So on

November 11, 2009 the country woke up to a Volkswagen edition. Volkswagen had bought all the ad

spaces, cover to cover. Marketing strategies of the company remained the same,

Retention (by making itself visible on 24 different pages and with equal importance block any other ad thatmight grab the eyeballs)

Buzz Marketing (Volkswagen was the most searched word on Google Hot Trends that day)Another notable campaign was the day Volkswagen put a hole in the newspaper (something the marketing

team working for the mint company POLO should have come up with?). 16 pages of TOI bore a hole in the

shape of a car from which shiny red Polo on the last page was clearly visible. The last page was a full pagespread with the message: 'We've put a lot into it. You'll get even more out of it', a tongue-in-cheek reference

to both the features and the innovation. The strategies again being Retention and Buzz creation.

So for all the innovation and the money that Volkswagen has put in, has it really mdae an impact? Keeping

the numbers aside for a while Id say yes. Simply by understanding that people do not retain until they are

interested and Repetition = Retention, in two years Volkswagen, which was not even given a thought in the

volume segment is now considered an option. Though it might not be mentioned in the same breath as

Maruti or even the other players but this can be considered to be a real good start as the primary objective

was brand awareness.VolkswagenDas Auto could as well have been Volkswagen- Das Innovation!!!

Ferrari

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Ferrari is one car which has captured the imagination of billions of people all across the world. Ferraris

brand presence makes it easily the most popular and dreamt about car. With its powerful engines, strong

brand associations and excellent designs, Ferrari stands out most uniquely amongst all cars.

Manufactured in Italy, Ferrari was founded by Enzo Ferrari in 1929. Initially, it used to sponsor drivers and

participated in manufacturing cars only for races. However, after two decades after leaving a mark in the

field of racing, Ferrari decided to manufacture cars for the streets. And this is where an unbelievable and

memorable journey of one of the strongest brands began.

Ferrari has always been associated with motorsport especially with Formula One. Competing with other big

names in F1, Team Ferrari has always succeeded and gave a great performance, especially with the sports

legend Michael Schumacher. Success in the fast and competitive formula one has also added to the ever

increasing brand equity of Ferrari.

Ferrari makes sure that each of its brands gives the customer an experience unparalleled. Ferrari has a wide

range of cars, all for the premium niche market, and it sells only about 5,000 cars a year. The interior of

every Ferrari is customised so as to give exactly what the customer wants. Each Ferrari car in itself becomes

a brand name due to the presence of the Ferrari name attached to it. Some of the Ferrari models which

have made waves in the automobile industry are Ferrari 360 Modena, Ferrari 360 Spider, Ferrari 550

Barchetta, Ferrari 550 Maranello, Ferrari Enzo, Ferrari F40, Ferrari California, 458 Italia and Ferrari F50.

Apart from being one of the finest in the automobile industry, Ferrari has also managed to create a strong

market presence through merchandise products. Ferrari products like jackets, caps, perfumes, apparel,

watches etc also add to the legacy and brand value of the automobile giant. The prancing horse logo on the

yellow shield is one of the most recognisable logos and designs, which increases the brand value of any

product manifold. Ferrari also indulges in organising events, races etc which helps in increasing brand

visibility. More than that, it gives opportunity to people and corporate to be associated with a powerful and

popular brand name like Ferrari. Ferrari World, a theme park, is another initiative to showcase to the world

this brand of dreams.

Ferrari has also associated itself other brands by having corporate partnerships and tie-ups with them. Someof the major brands which have formed a partnership with Ferrari are Bridgestone, Shell, Michelin, Pirelli,

Bosch etc. Such brand associations also enhances the images of all the brands and its a win-win situation

for all.

Many brands will come and go. Sports cars will become faster and sleeker. Technology would change. But

one brand which has been there, and which would remain forever, is brand Ferrari.

Kingfisher Airlines

KINGFISHER GOODTIMES CAMPAIGN

Client: UB Group, Kingfisher Campaign Period: 18th April-24th May, 2009 Locations: Bangalore, Mumbai,

Jaipur, Hyderabad, Delhi

Campaign Objective

To create brand connect with the target audience during the Indian Premier League 2009 To

communicate the message that Kingfisher is a Goodtimes partner of 5 teams namely, Deccan Chargers,

Delhi Dare Devils, Royal Challengers, Mumbai Indians and Rajasthan Royals Target age group: 18 to 30

years

Campaign execution

Campaign was carried out across many popular youth hangouts around the country

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Snapshot of Mumbai creative

The campaign was carried out in two phases. First there was a photo upload con test and then a Kingfisher

contest related to the local IPL team As Kingfisher was part of 5 teams as their GOODTIMES partner, we

asked users to upload their Goodtimes photos from their mobile The word Goodtimes was used

extensively to represent Kingfisher, as its popularly known as Kingfisher, king of Goodtimes All users

were educated about the activity by the posters, stickers, promotions in digital screens, mobile alerts etc

Users could either click a picture from their mobile or directly up load a photograph from their mobile

archive At the end of the activity, lucky winners were selected and presented with Kingfisher team

merchandise like Team T-shirts, caps, calendars, accessories etc. In the second phase we carried out a

Kingfisher contest wherein people received a mobile contest form with questions regarding their local team

and Kingfisher. E.g. Who is the Goodtimes partner of Mumbai Indians? Lucky winners with correct

answers would receive gift hampers, merchandise etc

Challenges

We could not promote the brand directly since Kingfisher is associated with Beer We decided to focus on

GOODTIMES, as the brand KINGFISHER is popularly known as the KING OF GOODTIMES! To

make the process very simple for the users we came up with the idea...

Lux:

Labelling: The LUX Trade Character or Logo is present prominently on the package. A novel metallic

substrate packaging showcases the ingredients, and a female model is shown on the pack. Also diplayed

graphically are the key ingredients. The ingredients, place of manufacture have been listed. Also listed is the

consumer complaint cell address in case of unsatisfactory product.

Packaging: A novel metallic substrate packaging beautifully showcases the ingredients, in case of the soaps.A female model is shown on the pack. The colors are different for different variants such as saffron for the

saffron variant, pink for the rose extracts etc.The Bars come in package sizes of 100g, 120g, 150 g

Advertising

Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by

an identified sponsor. Ads can be a cost effective way to disseminate messages, whether to build a brand

preference or to educate people.

Advertisement Analysis

USP or the common thread through all the advertisements is the Presence of Movie Stars through theages.

The product has been positioned on the basis of REFERANCE GROUP by using a celebrity popular atthat point in time.

Some amount of attribute positioning by mentioning the various ingredients has also been done

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Lux campaigns have wooed millions of people over the decades. Popularly known as the beauty soap of film

stars, Lux has been an intimate partner of the brightest stars on the silver screen for decades. An ode to their

beauty, an announcer of their stardom, advertising campaigns on Lux have featured film stars across the

nation, promising their beauty and complexion to ordinary women.

With top movie starsfrom Madhubala to Madhuri, from Babita to Karisma and Kareena having endorsed

the goodness of Lux over generations, it was natural that the brand has built equity as the best beauty soap in

India.

From the beginning Lux, by using a leading film star of the time, has fulfilled the consumers aspirations of

using beauty soaps via the rationale if its good enough for a film star, its good for me. This later moved

into a transformation role of having a bath with Lux, which transports the user into a fantasy world of icons,

film stars and fairy land

However, the communication was slowly seen to be losing relevance, as consumers were beginning to

question if the film star actually used the brand.

In addition to this, several competitive beauty soap brands had begun advertising using similar methods of

communication. In this context, the global brand team for Lux developed a new communication strategy.

This strategybring out the star in youfor the first time moved the brand away from the long-running

film star route. The film star still features in the new communication but not as her gorgeous self but rather

as an alter ego/projection of the protagonist (a regular girl), for a few seconds of the entire ad.

Thus, for the first time the film star was used as a communication device and not as the main feature of the

ad. The move away from the film star and her fantasy world to a regular Lux user, with the focus on the

protagonists star quality, is a change from the norms set by Lux advertising in the past. With the new

communication strategy, the film star is used purely as a communication device to portray star quality in

every Lux user.

This ideabring out the star in youputs the consumer at the heart of the brands promise. This promise

goes beyond the functional deliverables of soap, beyond bathing and the bathroom to the world outside. Its

a world where with Lux on her side, an ordinary woman can impact her world with her own star quality.

Sales Promotion

Sales promotion, a key ingredient in marketing campaigns, consists of a collection of incentive tools, mostly

short term, designed to stimulate quicker or greater purchase of particular products or services by consumers

or the trade.

Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy.

Sales promotion includes tools for

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CONSUMER PROMOTION

Samples Coupons Cash Refund Offers Prices Off Premiums Prizes Patronage Rewards Free Trials Warranties Tie in Promotions Cross Promotions Point Of Purchase Displays DemonstrationsTRADE PROMOTION

Prices Off Advertising and display Allowances Free GoodsBUSINESS AND SALES-FORCE PROMOTION

Trade Shows and Conventions Contests for Sales Reps Specialty AdvertisingPublic Relations:

Not only must the company relate constructively to customers, suppliers and dealers, it must also relate

to a large number of interested publics.A public is any group that has an actual or potential interest in or

impact on a companys ability to achieve its objectives. PR involves a variety of programs designed to

promote or protect a companys image or its individual products.

They perform the following functions:

Press relations: Presenting news and information about the organization in the most positive light. Product Publicity: Sponsoring efforts to publicize specific products. Corporate Communications: Promoting understanding of the organization through internal and

external communications.

Lobbying: Dealing with legislators and government officials to promote or defeat legislation andregulation.

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Counselling: Advising management about public issues and company positions and image duringgood and bad times