Planning to start or take up franchisee of a preschool or school?

One of my favorite role model El-Hajj Malik el-Shabazz aka Malcolm X once quoted

“Without education you aren’t going anywhere”.

For any nation to progress, the government of that country has to focus on two E’s – Economy and Education. In my post, I will talk about education and the strategies that preschool and higher schools can implement to reach their goals.

Marketing for Preschool

After spending good amount time into education sector I have come up with some crazy ideas for preschool and schools (few are really crazy ones). If you are planning to start your own preschool or looking for a franchisee you need to keep in mind the below points before starting your own venture.

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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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NoBroker.in turning tables in real estate broking

NoBroker.in

Housing.com, a real estate property search portal that has been in the news for more wrong reasons than good. I assume more visitors visit the site to know about its CEO Rahul Yadav than to know more about the offering of Housing.com. On the other side, there is No Broker (www.nobroker.in) which has been working actively in the Indian real estate to change the rules of the game. Read More »

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 — 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,” Bulcke said, adding: “Our priority now is to engage all stakeholders to clear the confusion. Maggi will be back on store shelves soon.” (source ET)

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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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