Posts Tagged ‘santoor’

Advertising Insights by Kirit JAsani

April 11, 2016
KJKJ

Kirit JAsani

If something is easy to reach, we tend to use it frequently. That is true with information also. In past 7 months, I have shared information with you on branding and advertising by writing various topics on my blog. I hope; this information would have been of some help to you. However, it is quite possible, for some reasons you may not get connected to my blog precisely when you want to refer a particular post. So, I have prepared a PDF mini book of past 12 posts. Just download it and keep in your PC or iBooks and refer it as and when required.

CLICK ABOVE IMAGE TO DOWNLOAD PDF

TOTAL VISITS OF THIS PAGE

Following 12 points are covered in this PDF mini book.

  1. How to use customer testimonial in ad?
  2. The power of simple visual
  3. What if your brand name is inspired by a product subcategory?
  4. Demonstrate your key feature visually
  5. Perceived leader is always winner
  6. How long you should continue with same visual?
  7. Should PR precede advertisement?
  8. Is a good brief reason of good work?
  9. It’s Shockvertising!
  10. In Marketing Perception is everything
  11. The critical decision in marketing, line-extension or new brand launch
  12. Marketing lesson in RSS’ move from shorts to trousers

 

In Marketing, Perception is Everything

February 18, 2016
Kirit JAsani

Kirit JAsani

We experience the world around us with one or more of the five senses, which includes touch, sight, sound, taste and smell. Through these sensory experiences we gain knowledge of various elements in our environment and at the same time those experiences also help in deciding on response action. Essentially, these experiences build perception and we act on those perceptions. So, for a marketer these perceptions are of prime importance.

Three soapLet’s explore perception of three brands of soap. Dettol, this brand of Reckitt Benckiser is mostly used to clean and protect your skin from germs. Unilever’s Lifebuoy also stands on the same attribute of advance germ protection. On the other hand Wipro’s Santoor brand is focused on younger looking skin with its sandalwood and turmeric ingredients.
So, as a customer when we start using Dettol or Lifebuoy soap we develop an experience on the parameter of germ protection, but when we use Santoor soap our experience remains focused on younger looking skin. If this experience is good customer would continue with the brand and if the experience is bad the brand will be no more in consideration of future buying.

Now, all these brands have extended into the segment of hand wash. So let’s first understand why hand wash is important? Washing hands with soap and clean water is of critical importance to avoid getting sick and spreading germs to others. Especially washing hands before any meal is extremely necessary in India, because at least to eat roti it is necessary to touch it by hands. This is exact moment when a germ can enter your body and chances of getting sick get increased.

Three hand wash

Now, based on a perception, which brand of hand wash you would buy? Obviously the one which kills germs, right! It can be Dettol Hand Wash or Lifebuoy Hand Wash or any other brand which you think can give you germ-free skin. But the probability of using a brand of hand wash, which promises you younger-looking skin, is extremely thin. Though the brand has not been extended in a too distant segment, I still doubt on the acceptability. A product can enter a house due to promotional benefits, but they are short term. I am no astrologer to predict a future of any brand, but broadly based on perception, I can say the brand which holds a strong perception of Germ Protection or Germ Killing will get succeeded. Let’s wait and watch what happens in a long run!

Remember, create a strong perception about an attribute in your marketing and do not extend such a brand in a segment where that attribute is not making practical sense.

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How long you should continue with the same visual or same treatment?

December 17, 2015
Kirit JAsani

Kirit JAsani

As a marketer or advertiser, do you keep on changing your brand visual or visual treatment frequently? If yes, thenyou must rethink!

It would be great if a brand is able to possess a particular word inside the mind of a target audience. Well, there can be many ways to reach such a situation but the most effective means can be visual or visual treatment.

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What comes first to your mind when you think of Marlboro Cigarettes? Cowboy, right! Why this happens? As this brand has never deviated from visual of a cowboy, we associate all attributes of cowboy with Marlboro. All advertisements, posters and packaging were prepared with an image of cowboy. Only placing the same visual everywhere is not enough. Sticking to that strategy is of prime importance. While Marlboro Man was conceived in 1954 by Leo Burnett it was used until 1999. A visual of Cowboy was used for 45 years! Due to this, even today, when Marlboro Man is considered as an icon of past it SM0000072easily steps to the top when it comes to the matter of recall. Practically, Marlboro Cigarettes possessed the word cowboy inside the mind of target audience.

Do you recall beauty soap TV Commercial, where a married woman with a child is mistakenly considered as a college girl? Yes, I am talking about Santoor beauty soap. As long as I assume, you would be able to recall some variation of this ad with change of ambience and models but visual treatment would be the same, mistaken identity as a college girl.

SantoorEarly ad on Doordarshan in which model goes to buy bangle to recent ad creation with Saif Ali Khan,  these series of ads could establish a connection between younger-looking skin attribute and the brand Santoor. As they have hardly deviated from this treatment, Santoor succeeded in taking possession of the word ‘younger-looking skin’ which accurately defines their differentiating point.

While other aspects of branding and advertising are important, use of visual should top the list. As your target audience is going to look at the visual, they will remember the visual and visuals will inspire them so, as long as possible, try to use the same visual or visual treatment for the longest possible duration of time. You will experience the positive results in sales figure.

I advise, think twice or thrice before changing core visual or treatment of your brand.

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