Can movies be termed as Brands?

 

game-of-thrones-poster_85627-1920x1200

I might fall into a niche category of people who are just not interested in GOT. Now, if you don’t know what GOT stands for you are one of us ūüôā GOT is Game of Thrones.

As a marketer, it is of vital importance to know what is the current THING in the market. We may not like something (in my case it is GOT) but what if our customers associate themselves with it and want to be known by it? This is where most marketing professionals take a hit, they don’t listen to their customers (including myself at times).

The current season of Game of Thrones sparked a curiosity in me which resulted in a question “Can movies / web series be termed as BRANDS?” The question looks very simple but you don’t get a clear answer to it. In this post of mine, I have tried to answer this question based on the comments I received on one of my post on LinkedIn and my observations over the period of time.

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Liril is back to freshness

Liril, the soap brand from the house of FMCG giant Hindustan Unilever (HUL) made waves 40 years ago when model and Air India hostess Karen Lunel wore a swimsuit and dance under a waterfall with its famous jingle “La-la la la- lala la”.

Post the ad two things became iconic, the girl (rather the image of a girl dancing under the waterfall) and the jingle. 40 years later Liril has resurrected to its original positioning i.e freshness. Since 1985, Liril has roped in actresses like Pooja Batra, Hrishita Bhatt, Preity Zinta, Deepika Padukone but somehow was not able to match the aura the first shower girl Karen Lunel created.
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Paper Boat – a brand with strong positioning , packaging and engagement

How often do you come across a brand which you would like to relate yourself to? On my recent trip to Southern India, I came across this new beverage brand known as Paper Boat produced by Hector Beverages. The first impression I had about this one was “VERY COOL”

If you take a close look at this brand you see impeccable branding around it. Couple of things to look into it:

  • Positioning of the brand
  • Packaging
  • Engagement by the brand

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Paradigm shift in the Marketing Mix – 4P’s out 4E’s in

Rarely you will come across a marketing professional who is not aware of the 4P’s of Marketing. These P’s were first coined by Jerome McCarthy in 1960. But this was made famous by an American professor known as Dr. Philip Kotler in his book “Principles of Marketing”. I personally have one copy of 2009 edition and for me, it is one my favorite books in marketing.

Before I share what the new 4 E’s of marketing¬† are let me first throw some light on our traditional 4 P’s of marketing:

  1. Product : A product can be either a tangible good or an intangible service that fulfills the need of the customer.
  2. Price: The price determination will impact the profit margin, costing, supply and demand.
  3. Promotion: Sharing relevant product / service information to consumers.
  4. Place: An ideal location to sell the product that will convert potential customers to customers.

Here is an example of traditional Marketing Mix:

Traditional Marketing Mix
4 P’s of Marketing

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Nestle Maggi Ban: The noodle brand in soup

May 2015 will be remembered a problematic month for one of India’s biggest brand MAGGI noodles. Maggi is a well established brand of global FMCG giant Nestle and has been operating in India for nearly 3 decades now. The noodle brand turned from a loved one to a controversial one. One of India’s most loved food brand, especially children, is facing a ban in many states in India.

In India, Nestle launched Maggi noodles in 1982-83. Today, after 32 years, it ranks among the most recognized and reputed brands (not in current situation though). Over the years Maggi became synonymous with 2 minute noodles thereby resulting in strong positioning.

In 2014, Maggi noodles was ranked 18 in the BrandZ Top 50 Most Valuable Indian Brands study, conducted by Millward Brown and commissioned by WPP last year, with a valuation of $1,127 million. Experts have an opinion that the brand value has eroded by at least 30-35% in last 2 weeks. Since the time the controversy broke, Maggi India sales have dipped over 30%.

Brands falling in controversy is not a new thing to Indian market. Few years back Coke and Pepsi were involved in controversy over using pesticide as an ingredient in the drinks. Cadbury also came under the lens  when the issue of worms in chocolate broke in. Both the brands have managed to bounce back after crises, it took long and sustained efforts to engage with the public.

What should Maggi do to come out of it?

In this troubled time the foremost thing Nestle should do is start communicating with its stakeholders. In its recovery mode, there are two key elements that need to be taken care of ‚ÄĒ trust of consumer and trust of investors.

To win the trust of investors the global CEO of Nestle P Bulcke is in India and is attending the press meet to gain investor’s faith.¬†¬† “Maggi has been trusted in India for over 30 years. Trust of our consumers and safety of our products is our first priority anywhere in the world,‚ÄĚ Bulcke said, adding: ‚ÄúOur priority now is to engage all stakeholders to clear the confusion. Maggi will be back on store shelves soon.‚ÄĚ (source ET)

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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.

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