L&T

Silent delivery of quality technology have been L&T’s hallmark. But the silence was broken!
“It’s all about Imagineering”- that’s what L&T’s new motto is. The brand has recently refurbished its old tagline and from simply being an entity which shouted “We make things that make India proud”, it wants to be known as a hub of superior imagination (imagineering). Till recently, L&T was a low profile company with no loud declarations of its achievements and practically close to zero promotions. But of late, the brand seems to have understood the need for the public eye and has geared up to attract the attention of the global market.

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

GILLETTE

It has launched products & roped-in a new brand ambassador, but the communication’s been poor!
From personal care to household products, the dynamic brand Gillette touches lives of millions, everyday. The brand has carved a niche for itself and delivers high quality products to its consumers. According to a Gillette India spokesperson, “Gillette is a globally focused consumer products marketer that seeks competitive advantage in quality, value-added personal care and personal use products.” The brand – grounded in innovation has, over time, come to be associated with strong consumer centric offerings like advanced technology, superior product experience, and strong value proposition… in other words, indeed the best a man can get!

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

DETTOL

Just a whiff of Dettol, and one immediately remembers their last encounter with a cut or bruise. Right?
Here is a brand that needs no introduction. The flagship brand of Reckitt Benckiser, Dettol has soothed the nerves of many a harried mothers and guardians for decades. In fact, such is its popularity that Dettol has almost become a generic name in the category of antiseptic lotions. Though competitor Savlon’s entry made a dent in their monopoly, yet Dettol clearly remains the market leader. To cash in on its brand equity, Reckitt Benckiser has launched various extensions of the brand, each revolving around the basic Dettol forte viz. germ protection – Dettol Sensitive Liquid Hand (enriched with glycerine), Dettol Cool Soap (with menthol) and Dettol Body Wash (in the new modern format of a shower gel), to name a few.

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

TOYOTA

Being the global No.1 isn’t enough. Toyota must learn to handle the crown too!
Toyota is on a high. After becoming the world’s number one carmaker during the first quarter of 2007 (beating GM in global sales), and after launching their limited edition premium Corolla Sedan version in India during this year, Toyota has now outlined a number of strategies for developing markets. Few brands live up to consumer expectations and it comes as no surprise that despite entering India just half-a-decade back, brand Toyota has surpassed expectations. Speaking on Toyota’s brand positioning, KK Swami, Dy MD, revealed to 4Ps B&M, “We focus on the study of the consumer’s changing preferences, and therefore, getting the right cost price is important for us.” But there’s a problem here.

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

LUX

Competition took a toll too, but maybe SRK in a bathtub did not work as well as anticipated...
Perceived as the preferred bar of glam dolls of tinsel town, over the last year Lux donned the unisex hat with the king of Bollywood, Shahrukh Khan himself vouching for the brand! Ad-guru Alyque Padamsee declares, “If you bathe with Lux, you might find SRK in the bath tub with you...” With bathing and shower products boasting of the highest penetration in the market and intense competition between regional and national players negatively affecting both top and bottom- line growth, it was left to brand managers at Lux to cut through the clutter and lead the rat race.

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

MAHINDRA & MAHINDRA

At Rank 60 last year, driven by Anand Mahindra’s zeal, M&M has gallantly galloped ahead...
Mahindra as a brand has undergone major restructuring, over the last few years. The auto major has not only diversified into passenger car segment successfully (from just being a CV maker), but by forming a JV with France’s Renault, the brand value of Mahindra has shot-up significantly. Moreover, leading positions across sectors – farm equipment, infrastructure, IT and financial services, has added ions to the Mahindra portfolio. The group also enjoys a handsome global footprint in almost every sector it operates. The $4 billion Group has also made strategic acquisitions in China and the UK, besides boasting of 3 assembly plants in USA. The power of Brand Mahindra can be judged by the fact that Forbes has listed it among the World’s top 200 most reputable companies (and in the top 10 list of India’s most reputable companies). Now, the key to more power for M&M hinges strongly on the recently launched Logan’s success in Indian market. With apologies to Robert Frost: The woods are lovely, dark and deep, but M&M still has miles to travel before it sleeps!

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

BRAND LOYALTY

Brand Loyalty is considered to be the ultimate goal of any marketer, especially in a highly cluttered and fragmented market place. And who could do it better than Maggi, a brand that introduced instant cooking to India and has become a favourite snack food for millions. Nokia, on the other hand is the most user friendly phone in India, a fact that has made millions of users chose Nokia as their first (and maybe even second) phone. Google is another brand that has become synonymous with Internet search and qualifies this list. Such is the user interface of Google, most end up making it their home page and becoming die hard Googlites. Newspapers like TOI & HT also expectedly pop up in the list.

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

CNBC

Ed Atorino, Analyst, Benchmark Co. asserts to B&E, “It’s the size, scale, brand name & image of Dow Jones built over 118 years, that stimulated Murdoch to shed $5 billion. It’s clearly illogical from a business point of view…” Dow Jones’ brand power & the associated political clout coupled with elephantine mass-reach have enchanted Murdoch. And financial news carries a unique niche in a market where news is heavily commoditised. And this would also be a unique asset for News Corp.’s upcoming business news channel to compete directly with CNBC, but Murdoch will have to contend with WSJ’s exclusive contract with CNBC for content till 2012. In the short term, it seems a foolhardy expedition. But trust Murdoch to have a bigger picture in mind. And there’s also no doubt that he can potentially take Dow Jones to heights the Bancroft s could only dream of...

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative