Dominos Pizza India unveils new brand positioning Yeh hai rishton ka time

Posted by Domino's India I October 30th, 2012 From delivering happiness to strengthening relationships, Dominos Pizza India unveils new brand positioning Yeh hai rishton ka time Indias Pizza Delivery expert and market leader in the organized pizza home delivery segment announced the launch of their new brand positioning campaign Yeh Hai Rishton Ka Time. After spending four years with the emotional proposition of Happiness Home deliveredKhushiyon ki Home Delivery. Dominos Pizza endeavours to deepen the engagement with consumers, through its new brand positioning that focuses on relationships and bonding. Commenting on the new brand positioning campaign and tag line Mr. Ajay Kaul, CEO Jubilant FoodWorks Limited said After the successful run with our emotional positioning of Khushiyon ki Home Delivery, we believed it was time to take the consumer connect with the brand to the next level and hence this new positioning of Yeh Hai Rishton ka Time. We believe that it will help us continue the growth momentum and take the brand to the next level. Adding his thoughts on the brands repositioning, Mr. Harneet Singh Rajpal, Vice President, Marketing Dominos Pizza India said, When we moved from Hungry Kya to Khushiyon ki Home Delivery in 2008, we took the first step in our transition from a functional fulfillment brand to an emotionally connected one. After four years of a fantastic run with this positioning, we felt it was time to evolve and anchor the brand in a deeper level of emotion. During this period, happiness sans emotion became diffused as more than 30 brands now have happiness in their positioning statement. We now want to delve into a space and proposition which we can uniquely own. Our new positioning statement Yeh Hai Rishton ka Time replays the fact that Dominos time is the time which people spend together in a casual and informal way and it leads to the bonds, that people share, becoming stronger, warmer and more livelier. He further added, The new positioning Yeh Hai Rishton ka Time would take us to a new level of emotional connect so that the engagement with the consumer is deeper and more enduring. Our constant emphasis with our brand repositioning would be to enhance and evoke happy memories of our consumers. The Campaign Yeh Hai Rishton Ka Time is conceptualized by Contract Advertising. This new campaign would be supported by a Television Commercial and in store print elements like DHs, BTs, Translites, Banner, Bike Back, Hoardings, new brand website, promotion on social media etc. About Jubilant FoodWorks Limited Jubilant FoodWorks Limited (JFL) is part of Jubilant Bhartia group and Indias largest food service company, with a network of more than 500 Dominos Pizza stores (as of 30th August, 2012) across 110 cities. JFL & its subsidiary operate Dominos Pizza brand with the exclusive rights for India, Sri Lanka, Bangladesh and Nepal. The Company is the market leader in the

organized pizza market with a 55% market share and 70%+ share in the Pizza home delivery segment in India (as per Euro monitor report 2012).The Company also has exclusive rights for developing and operating Dunkin Donuts restaurants for India and currently has launched 5 Dunkin Donuts restaurants in India (as of 6th October, 2012).

THURSDAY, JUNE 28, 2012

Repositioning of Cadbury Gems

Confectionary gaint, cadbury repositioned its gems. Gems used to be children chocalate and appealed kids so far and suddenly decided to target adults. The brand has the tagline Raho Umarless, can be translated into Be Ageless. The concept of the brand may be to encourage even adults to enjoy the life irrespective of age. Though the concept is good, but ad could not reflect its intended position. The reason for targeting adults, sales might have attained maturity level which forced the company to target new segment to boost its sales. Another view could be the market expansion.

However, the brand failed to give a strong reason as to why adults purchase gems. The sculpture ad could not convey it properly. Instead, the brand should have considered real life situation of enjoyment of adults(with children) sharing a moment. This would have attracted adults too. It is true that adults rarely indulge with gems when they buy for kids, but do not buy for themselves. Here, the company has made an attempt to include even adults as their target group, but the ad effort seems to be a failure.

Repositioning of any brand conveys its salient feature which is missing in this campaign. And also what Lacks in this campaign is answer to consumer question as to why to buy gems.

Well Cadbury is a great company and made an effort to attract new segment. But time will decide and we are going to witness whether it is a great effort or poor and ineffective effort. Let us wish and hope cadbury gems will drive adults into its way.

7UP refreshes itself; unveils 'UPtimistic' positioning

By Devina Joshi, afaqs!, Mumbai, January 12, 2012 Section: News Category: Advertising 7UP has undergone a repositioning exercise that revolves around young India's overall optimistic outlook. 'Dil Bole I Feel Up' is the new tagline that the brand will sport, along with a new logo and packaging.

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PepsiCo's lemon drink 7UP has come a long way since its launch in India in 1990. Albeit not a very aggressive player when it comes to marketing, the brand has constantly attempted to represent charm and a laid back/optimistic attitude to life. Taking that mandate further is a new positioning for the brand, which will be fully unveiled by a commercial by the end of this month. Both 7UP and its sub-brand, Nimbooz will sport the line 'Dil Bole I feel Up', symbolising India's optimism (or, as the brand plays around with the word and puts it, 'UPtimism') for life. The campaign starts with the New Year, despite the summer season being a few months away symbolising optimism and auspiciousness even with the timing of the new positioning. The brand is endorsed by Bollywood actor Sharman Joshi, who was roped in last year for his 'doesn't have to try too hard' and 'not in your face' kind of attributes, which the brand likes to sport, too. The Indian repositioning follows a global repositioning exercise, and the Indian campaign has been designed by BBDO India. 7UP will sport a new logo (based on a new international logo) and packaging, although the new logo largely maintains the same colour scheme as the earlier one in red, white, yellow and green. However, the font is different, and aims to be more youthful, progressive, confident and 'uniquely 7UP'. The launch commercial for the brand's refreshed avatar features Sharman Joshi in a dance-off with a penguin. Shot in Australia, the film has been choreographed by renowned Hollywood choreographer Simon Lind of 'Happy Feet 2' fame. To further the idea of UPtimism, 7UP has also embarked on a nationwide dance odyssey. With dance being the ultimate expression of an upbeat spirit, 7UP has flagged off a dancing journey with Tamil Nadu's dancing star, Sherif, winner of the dance reality show Ungalil Yaar Adutha Prabhudeva. Calling him 7UP's dancing man, the brand shall see Sherif do a tour of 11 cities (including Chennai, Chandigarh and Delhi) with a giant-size 7UP bottle. The activity will grab the attention of the youth and have them talk about what makes them optimistic about India. The attempt is to bottle India's 'UPtimism'.

Ruchira Jaitly, executive vice-president, marketing, beverages (flavours), PepsiCo India, remarks, "7UP has always been about taking the negative and converting it into something positive. Be it our mascot Fido, or actors Mallika Sherawat, Yana Gupta, cricketer M S Dhoni, and now Bollywood star Sharman Joshi, our commercials were always in the zone of positivity towards life." Some of the past campaigns along these lines include 'Bheja Fry, toh 7UP try' and last year's 'Gussa Hatao,Chill Machao'. "In smaller towns, the youth is very positive about their ambitions and possibilities are endless for them. It is a rich place for the brand to be in," Jaitly tells afaqs!. Apart from television commercials and on-ground activations, the campaign will be supported by outdoor, online and radio initiatives. A microsite created by the brand garnered 5.5 lakh hits in two weeks, and carries 'positive news' happening in India, or things to be happy about. Facebook, Twitter and other forms of social media will also be leveraged to get the youth to talk of what makes India tick.

ZEE unveils its new corporate brand identity

The brand positioning Vasudhaiva Kutumbakam The World is my Family has been created by Draftfcb Ulka. The positioning and identity have also been extended to cover the Groups news and digital business verticals under one umbrella brand called Zee Media BestMediaInfo Bureau | Delhi | June 19, 2013

Media & entertainment conglomerate Zee Entertainment Enterprises (ZEE), reinstating its strong presence across the world, today unveiled its new corporate brand identity and positioning. Vasudhaiva Kutumbakam, inspired by the core message of The World is my Family, is an all-new positioning which has been creatively integrated and crafted with the brand logo. Draftfcb Ulka Mumbai is the creative agency behind the new positioning route. The new visual identity will be taken across all communication touch-points in India and across the world. Vasudhaiva Kutumbakam is the ancient Indian dictum on shared humanity, promoting a world where there is unity, harmony and respect for every individual irrespective of caste and creed. The concept originated in the Maha Upanishad in a shloka and it means Only small men discriminate saying One is a relative; the other is a stranger. For those who live magnanimously the entire world constitutes but a family. Speaking on the new brand positioning, Punit Goenka, MD & CEO, Zee Entertainment Enterprises, said, ZEE as a brand has earned global recognition over the last 20 years. Proud of its Indian heritage ZEE is a cultural ambassador uniting millions of people in India and across the world through entertainment. As a global citizen in this rapidly connecting world, ZEE has embraced this maxim as a belief. A cosmopolitan thought that is relevant even today, it shapes our values. It guides our actions. It defines our purpose. And today, were proud to proclaim it to the world. The identity is a balanced blend of the traditional and the modern. Reflecting the media conglomerates Indian heritage and ethos, the words Vasudhaiva Kutumbakam written in English, are capped off with a line over them (like in Devnagri script). The Dands () on

either side of the word Vasudhaiva Kutumbakam amplify the Vedic origin of the ideology and signify the essence of Completeness. The Bindu signifies the mark of welcoming someone in your home. Goenka further said, At ZEE we are extremely proud that in this journey of 20 years, we have made a significant place in the hearts and minds of over 670 million viewers across the world. It is a matter of immense joy to see this beautiful family of viewers, shareholders, partners and other stakeholders grow stronger. By imbibing this philosophy, we not only cherish their presence, but also welcome the world to be a part of this family. The positioning and identity have also been extended to cover the Groups news and digital business verticals under one umbrella brand called Zee Media. Dr Ambi MG Parameswaran, ED & CEO of Draftfcb Ulka Mumbai, commented, ZEE is not just another brand for our agency our relationship with ZEE runs deep. We believe ZEE is a true pioneer and a trailblazer in the Media & Entertainment arena. Today, it is a force to reckon with on the global stage as well. The company is rooted in true Indian values of philanthropy and spirituality. The new identity and the global positioning line try to embody this in a succinct manner.

Forward Beauty Redefined: Amway Unveils New ARTISTRY Brand Positioning One of the Worlds Largest Direct-Selling Beauty Brands Re-emerges as Global Prestige Competitor Amway
May 7, 2012 9:42am

ARTISTRY constantly pushes the boundaries of beauty through three key dimensions discovery, imagination, and invention. This is Forward Beauty at its best. Candace Matthews, Chief Marketing Officer, Amway

ADA, MICHIGAN (May 7, 2012) Amway unveiled the future of itsARTISTRY brand amidst a glorious backdrop of Mediterranean seaside splendor. In Portofino, Italy, where about 175 of Amways Top Distributor Leaders representing 14 countries gathered for its fourteenth annual Founders Council, ARTISTRY rolled out the red carpet, figuratively and literally, debuting its stunning new global face, screen actress Teresa Palmer, inspired anti-aging skincare and color collections punctuated by innovation and glamour, signature Crescendo packaging and fresh brand elements. Our goal, first and foremost always, is to engage and excite our distributor network, and in doing so attract more people to our brand,said Candace Matthews, chief marketing officer for Amway. ARTISTRY products are amazing by every standard in terms of innovation, performance, application. Its now time the rest of the world knows! A Sleeping Beauty Awakens Over the last 10 years, ARTISTRY has quietly and steadily grown into one of the top-five largest selling premium skincare brands in the world, according to Euromonitor.* Sold in nearly 50 countries and territories by more than three million Distributors [Independent Business Owners, or IBOS, in the US] the ARTISTRY brand portfolio includes six distinctive skincare collections and ARTISTRY Men all blending prized ingredients with cutting edge science. ARTISTRY also boasts a comprehensive range of makeup products for eyes, lips, cheeks and face. Thanks to the largest, independent, global database of skin diagnostics called F.A.C.E.S (Facial Analysis Computer Evaluation System) now at more than 10,000 entries ARTISTRY scientists have been able to capture and evaluate actual biological data from real women using a combination of specialized photography and state-of-the-art image analysis. A questionnaire provides insight into subjects most pressing skincare concerns. ARTISTRY scientists then translate this data into clinically proven formulations that meet the diverse skincare needs of women around the globe. Where Prestige Meetings Direct Selling Today, despite revenues of nearly $1.7 billion, ARTISTRY brand awareness fluctuates greatly between regions. Hence our renewed focus on elevating the prestige factor, said Maud Pansing, vice president-global beauty. ARTISTRY has always possessed superb R&D, exquisite textures and unmatched performance. Moving forward, it will also possess a more dynamic and consistent brand image as well as a definitive point of view. By contemporizing and streamlining the ARTISTRY brand aesthetic to match is stealth performance, we believe weve identified a winning strategy that will rival even our biggest beauty competitors in the prestige retail space, continued Pansing.

Discover, Imagine, Invent In 2013, ARTISTRY will unveil several fresh new brand elements inspired by its creative pillars Discovery, Imagination and Invention underscoring its Forward Beauty positioning. Our aim, explained Pansing, is to lead the charge toward beautifying the direct-selling channel. Product Innovation: Introducing YOUTH XTEND The ARTISTRY brand will officially re-launch later this year, in Korea, Japan and Thailand, with an advanced range of skincare products calledYOUTH XTEND, underscoring the brands commitment to technological innovation in research and development. Developed to address the earliest signs of age, the YOUTH XTEND collection combines a threefold approach beginning with a patent-pending botanical extract LifeSirt derived from Mediterranean Myrtle, known for its skin rejuvenating properties. An exclusive Micro X-6 Peptide(protein) helps target fine lines and wrinkles while helping to boost collagen. Rounding out the formula is a nutrient-rich extract from the fruit of the African Baobab Tree (known in Africa as the Tree of Life), along with Acerola Cherry and Black Currant, which deliver protective antioxidants plus soothing and moisturizing benefits to help sustain skins cushion and vibrancy. The YOUTH XTEND collection encompasses 11 skincare products ranging in price from approximately $38.00-$113.00. A Design Crescendo: Introducing new Signature Packaging At the cornerstone of the ARTISTRY brands re-emergence is a signature new look a distinctive and sophisticated package design, calledCrescendo, named for the grace and height of its upward-slanted caps. Accompanying the new package design are finessed brand features including a sleeker, more refined ARTISTRY logo and an iconic mark an A which the brand expects will become more recognizable over time. Elegant and elevated, its the perfect encapsulation of the brands beauty, explained Olivier van Doorne, President and worldwide Creative Director at SelectNY, and visionary behind the ARTISTRY brands revamped aesthetic. With the exquisite finish in detail and distinctive colors, together these elements reinforce ARTISTRY Forward Beauty positioning, About Face: Meet Teresa Palmer With a new look also comes, quite literally, a new face in the form of Australian actress, Teresa Palmer, with whom the brand entered into a three-year partnership. The vibrant film star, who graced the cover ofWHO magazines Sexiest People issue and appeared in GQ Australias April issue, recently appeared in Wish You Were Here with Joel Edgerton and will also star in the upcoming features, Warm Bodies with Nicholas Hoult and AWOL with Liam Hemsworth.

Im delighted to work with a brand like ARTISTRY that provides independence to so many women around the world, and does so with amazing products that help us look good and feel good about ourselves, said Teresa Palmer. Best known for her role in the sci-fi thriller, I Am Number Four with Alex Pettyfer, Teresa also appeared in the The Sorcerers Apprentice alongside Nicolas Cage, Bedtime Stories with Adam Sandler and Take Me Home Tonight with Topher Grace. She was chosen by ARTISTRY for her genuine charisma and exemplary achievements as an actress with strength and grace attributes the brand shares with its global network of Distributors. Digital Communication The ARTISTRY brand is also extending its prestige message to the digital space, with interactive mobile and web experiences as well as social tools to engage both Distributors and their customers. With tools such as the ARTISTRY Virtual Makeover and Skin Care Recommender, women may digitally sample and find those products that best suit their personal needs. Additionally, Distributors receive education on the latest product launches with digital publications for the iPad currently available in the iTunes App Store. With a multitude of mobile apps and web experiences being rolled out globally, our goal is to give Distributors the tools needed to create excitement and engagement in the field, explained Mike Edwards, director for Digital and Experiential Marketing. ARTISTRY will introduce the YOUTH XTEND brand along with its new brand elements over a two-year period beginning with Korea in November, followed by Japan, Thailand and Southeast Asia. In March 2013, ARTISTRY will re-stage in Australian/New Zealand and in the fourth quarter, in China, Europe and The Americas. The ARTISTRY brand is sold through a network of more than three million Distributors worldwide. About ARTISTRY A global leader in prestige beauty, ARTISTRY offers clinically tested, basic, anti-aging, whitening, intensive treatments and luxury skin care solutions backed by cutting-edge science along with a diverse lip, eye, cheek and facial color palette to meet the unique needs of women around the world. Ranked among the top-five, largest-selling premium skin care brands*, ARTISTRY is sold through a network of more than three million distributors worldwide.