WOW Popcorn – watch out for a brand in making

In 2013 Economic Times reported that Popcorn industry in India has fatter margins than Bollywood movies. Puzzled?

Despite a 56% Customs duty on quality imported corn (mostly sourced from the United States of America), the two major popcorn players in India are  Agro Tech Food, which has India rights for American company Con Agra’s Act II brand and Banaco Overseas – import around 23,000 tonnes annually. The third player which is not as big as its former counterparts but is in the race, it’s known as WOW Popcorn.

WOW Popcorn is a brand of WOW Food Brands Pvt. Ltd which is based in Mumbai. Currently, the company has 5 flagship stores and kiosk in Mumbai. Started in 2014 at a posh locality in south Mumbai known as Napeansea Road, the brand has been making quite some noise in the snack category. At present WOW has 7 flavors and the brand promises to increase more in near future. The brand is selling only in traditional retail format and has not yet made it presence in the online retail marketplace like GrofersLocal Banya and ZopNow.

As part of its marketing strategy, the brand is focused on making its mark with digital marketing.  As of now, it has around 6,400 fans on Facebook  and 750 followers on Twitter @wowpopcorn. The brand actively engages with its followers by way of contest, questions, trivia and more stuff.

WOW pop 01

 

It will be interesting to see whether WOW Popcorn makes it way to multiplexes and eCommerce portals.

 

 

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Tata GenX Nano – Perfect example of repositioning

Tata Nano genX

One of my all time favorite Indian car brand is Tata Nano. The Indian automobile sector is one sector which demonstrates different facets of branding. Tata Nano started out in rough waters (relocating the complete manufacturing plant from West Bengal to Gujrat) and has been struggling for many years now. Nano was launched in the year 2009 by Sir Ratan Tata at Delhi. Read More »

Cadbury Perk and Nestle Munch in race to be the market leader

It is not because of its marketing but because of its confused state. The chocolate industry in India was valued at INR 58bn (USD 966mn) in FY 2014,  and has been growing at a CAGR of 15% over the last three years. Two brands that have given stiff competition to each other to gain maximum market share are Cadbury Perk and  Nestle Munch , both the brands fall in the range of Rs. 5 to Rs 20. Over the years Munch has positioned itself as a lightweight wafer chocolate whereas Perk has positioned itself as chocolate with glucose energy.Read More »

RUOSH luxury shoes – The brand with a bold statement

RUOSH

While flipping towards daily newspaper Times of India (TOI) I came across a print ad of newly launched shoe brand called as RUOSH. This brand is the first from the house of Sara Suole Pvt Ltd. This luxury shoe brand is a  Bangalore based company and has been into Indian shoe market for almost a decade. It started as a seller (distributor) of luxury shoe brands like ESPRIT, Kenneth Cole, Louis Philippe and few more. Sara Suole Pvt Ltd decided to enter the Indian shoe market with its own brand with a decade of experience behind its back. If you analyze, the company did the right thing by coming up with an in-house brand. Some might feel they are late entrant on the flip side some might feel its right time to enter as the Indian retail scenario is changing rapidly (thanks to eCommerce boom). At present, the brand is being sold via both formats i.e traditional retail outlets as well as online eCommerce shopping portals like Amazon.in , Jabong  , Flipkart , etc.

Read More »

After all What is a brand?

What is a brand

During my post graduation days, the one topic which really got my interest was Brand Management. I remember the first day of my Brand Management class the faculty addressed the class with a question “What is a BRAND”?

The answer was more of a bookish definition. Before I share what a brand means to me let me first share what some great marketing gurus have to say about BRAND.

Philip Kotler

A brand is a name, term, sign, symbol, or design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competitor – Phillip Kotler

David Ogilvy

A brand is “The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.” – David Ogilvy

Al Ries

“A brand is a singular idea or concept that you own inside the mind of a prospect.” – Al Ries – Author of Positioning: the Battle for Your Mind

Sergio Zyman

“A brand is essentially a container for a customer’s complete experience with the product or company.”  – Sergio Zyman, Author of The End of Advertising As We Know It

Seth Godin

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over anotherSeth Godin

The way I define brand is : It is the sum total of experiences one has with a product or service of a company over a period of time.

A brand can be broadly classified into three types:

1) Product Brand

2) Service Brand

3) Personal Brand

The way I define brand is It is the sum total of experiences one has with a product or service of a company.

P.S: A brand is definitely not Russell Brand :p