PROJECT REPORT ON

History of Indian Brands

SUBMITTED BY AARTI.R.SHARMA T.Y.BMS :( 2010-11)

PROJECT GUIDE PROF.RICHA. SAXENA

UNIVERSITY OF MUMBAI RAMNIRANJAN JHUNJHUNWALA COLLEGE GHATKOPAR (WEST) MUMBAI 400086

DECLARATION

I, AARTI.R.SHARMA student of Ramniranjan Jhunjhunwala College for T.Y.BMS- semester-V (2010-11) do hereby declare that I have completed the project work titled HISTORY OF INDIAN BRANDS as part of my academic fulfillment. The information contained in this project work is true and original to the best of my knowledge and belief.

DATE

Signature of the Student

CERTIFICATE

I, Prof. Richa Saxena do hereby certify that Miss. Aarti Sharma is a student of Ramniranjan Jhunjhunwala College for TYBMS-Semester-V (2008-2009). She has completed her project work on History of Indian Brands, as part of her academic fulfillment, under guidance.

The information contained in the project work is original to the best of my knowledge and belief.

Signature of Project guide

Signature of Principal

Acknowledgement:

The contribution of my Faculty at Ramniranjan Jhunjhunwala College (Affiliated to Mumbai University) has made this project possible. I owe a debt of gratitude to Prof. Richa Saxena the Coordinator of my project, for providing encouragement and for the valuable interactions I have had with her. Her valuable and appropriate inputs helped me to complete my project successfully. Finally, I would like to thank our whole B.M.S department for their support and coordination in providing study material has helped tremendously to make the project informative and comprehensive.

EXECUTIVE SUMMARY

Brands are a means of differentiating a companys products and services from those of its competitors. There is plenty of evidence to prove that customers will pay a substantial price premium for a good brand and remain loyal to that brand. It is important, therefore, to understand what brands are and why they are important. Interbrand - a leading branding consultancy - defines a brand in this way: A mixture of tangible and intangible attributes symbolized in a trademark, which, if properly managed, creates influence value. and generates

The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp. A brand is the personality of a product, service or company and how it relates to key constituencies: Customers, Staff, Partners, and Investors etc. Charles Darwins controversial theory on the survival of the fittest is relevant to the corporate world as it is to the animal kingdom. Only those companies and brands that can stand up to the competition or are canny enough to adapt to change are able to conquer the market place: other end up the way the dinosaurs did. This project report covers the up & down that Indian brands have faced over the years. The study is substituted by the present top brands and few case-studies, which are helpful in understanding the Indian branding

INDEX
Contents
Acknowledgements Executive summary

Page. no

1. Introduction 2. The Early Brand Makers

Tata Bombay dyeing Dabur Godrej Murugappa group TVS Birla corporation Raymond HAL Air India Amul Dalmia Cement Cipla

3. Important Break Through 4. Marketing strategies 5. The Changing Scenario 6. Advertising 7. Present scenario

10

8. Case studies 9. Bibliography

11

INTRODUCTION:
What do Colgate, Nokia, Lux and Sachin Tendulkar have in common? They are all heavily promoted, all owned or sold by large companies, and each has carefully developed set of values which appeals to a specific audience. In short, each is an extremely powerful brand. A powerful brand frequently provides the source of a companys wealth for many generations. The best brands improve with age, developing clearly defined personalities, as well as the affection and loyalty of the public. Brand values are designed to appeal to consumers and thus to sell products. But brand owners should not forget that they are dealing with a powerful emotional tool. For their own as well as societys good, brand-owners need to be aware of the responsibility inherent in managing these powerful properties. The creation of groups of nations, the globalizing of the world economy, the expansion of massive companies across borders-all these factors make the brand increasingly powerful. Increasingly, the brand is becoming a cultural emblem in a shrinking world. Branding is a major issue in product strategy. Creating a brand loyal market is the maintain of any marketer. At the same time, developing a branded product requires a great deal of long-term investment, especially for advertising & promotion. According to Kevin Keller what distinguish a brand from its unbranded commodity counterparts is the consumers perceptions & feelings about the products attributes & how they perform. Ultimately, a brand resides in the minds of consumers. Marketers must decide at which level(s) to anchor the brands identity. Scott Davis suggests visualizing a brand pyramid in constructing the events of a brand. At the lowest level are the brand attributes, at the next level are the brands benefits, and at the top are the brands beliefs & values.

12

A brand is the personality of a product, service or company and how it relates to key constituencies: Customers, Staff, Partners, and Investors etc. Some people distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service. People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Orientation of the whole organization towards its brand is called brand orientation. Careful brand management seeks to make the product or services relevant to the target audience. Brands should be seen as more than the difference between the actual cost of a product and its selling price - they represent the sum of all valuable qualities of a product to the consumer. There are many intangibles involved in business, intangibles left wholly from the income statement and balance sheet which determine how a business is perceived. The learned skill of a knowledge worker, the type of mental working, the type of stitch: all may be without an 'accounting cost' but for those who truly know the product, for it is these people the company should wish to find and keep, the difference is incomparable. A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo), which it used in the logo for go.com.

13

Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic, store-branded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner.

THE BRANDS THAT BUILT INDIA

The Story Of India Is Also The Story Of Its Many Brands. While the state did its bit in hand holding the nation in its early years, a host of corporate, still in existence, played their part too.
From Jamsetji Tata's Tata Group of companies to the south-based Murugappa and TVS group, a look at the most well known among them.

14

[Image: On the left - What Mahatma Gandhi wrote after visiting Cipla (I was delighted to visit this Indian enterprise); on top right - Bombay House; Bottom - Jamsetji Tata]

15

TATA

India's first great businessman, without an iota of doubt, was Jamsetji Nusserwanji Tata. He explained his business philosophy in a rare public speech in 1895 thus: 'We (the Tata Companies) do not claim to be more unselfish, more generous or more philanthropic than other people. But, we think, we started on sound and straightforward business principles, considering the interests of our shareholders our own, and the health and welfare of our employees the sure foundation of our prosperity.' An 'enlightened capitalist', Tata, as early as in 1886, contributed money to set up a pension fund for his employees. Also, with his employees' welfare uppermost in his mind, he installed fire sprinklers and humidifiers to keep dust levels down. Among the great establishments that he went on to lay the foundations for were Tata Steel, which began life as TISCO and was built at an entirely new city later named Jamshedpur, the iconic Taj Mahal Hotel in Mumbai and the Indian Institute of Science, Bangalore. Jamsetji's vision, as we all know, has now evolved into the Tata Group, India's most esteemed business house that spans across 80-odd countries and generates $71 million in revenue presently. Two interesting tidbits about the Tata Group * Sixty-six percent of the stake in Tata Sons, the glue that holds the Group together, is held by charitable institutions. * Jamsetji Tata named his second mill established in the 1880 the Swadeshi Mills, much before the Swadeshi concept caught the imagination of the rest of India.

16

Bombay Dyeing
The Bombay Dyeing & Manufacturing Co. Ltd. was started by Nowrosjee Wadia in 1879. From a modest beginning, the company has grown into one of India's largest producers of textiles. Under current chairman Nusli Wadia, the grandson of Pakistan's founder Mohammad Ali Jinnah, Bombay Dyeing has ventured into the fields of real estate, airlines and even the IPL, with his son Ness Wadia a stakeholder in the Punjab Kings franchise.

Dabur India
Dr SK Burman laid the foundations for the Dabur India Company in 1884.The brand name is derived from 'Da' for 'Daktar' (Doctor) and 'bur' from Burman.The company, which set up its first manufacturing unit in 1896, is now India's fourth largest FMCG Company (Fast Moving Consumer Goods Company) with revenues of US$750 million (Rs 3416 crore)

17

and a market capitalization of US$3.5 billion 000 crore). (over Rs 16,

Godrej Group
The Godrej Group was established in 1897 by Ardeshir and Pirojsha Godrej in Lalbaug, Mumbai. Its products include security systems and safes, typewriters and word processors, rocket launchers, refrigerators, including its now famous Chota Kool brand, furniture, edible oil, cosmetics, detergents, medical diagnostics equipment and also aerospace equipment among others. Truly, one of India's most remarkable brands.

18

Murugappa Group
The Murugappa Group, headquartered in Chennai, is now a $3-billion-plus conglomerate. It has 29 companies under its umbrella, of which eight are listed. The business dates its origins to 1900, when Dewan Bahadur A M Murugappa Chettiar established a money-lending and banking business in Burma (now Myanmar), which then spread to other Asian countries.

TVS Group
TV Sundram Iyengar and Sons Limited, established in 1911, is the parent company of the TVS Group. The group had a combined turnover of more than US$4 billion and employs a total workforce of close to 25,000. It was recently in the news when it emerged that

19

Lakshmi Venu, the daughter of current chairman Venu Srinivasan, will be marrying Rohan Murthy, the son of Infosys founder NR Narayana Murthy.

Birla Corporation
The Birla Corporation was founded in 1919 by the visionary industrialist Shri GD Birla at the outskirts of Calcutta, as it was known then. Birla Jute Co, which was the name of the company he founded, has now expanded beyond jute, to encompass cement, PVC coated fabric, auto firms etc. Another famous institution that GD Birla built was BITS, Pilani. Birla's was also the guiding hand behind the foundation of the UCO Bank, one of India's oldest commercial banks.

Raymond Group
Incorporated in 1925, the Raymond Group currently claims to have a share of over 60 percent of the Indian textile market.

20

It ranks the setting up of a state-of-art design studio in Italy among its major achievements. The current chairman is Vijaypat Singhania and the group boasts of interests in textiles, readymade garments, engineering files & tools, prophylactics and toiletries.

HAL
Seth Walchand Hirachand (23 November 1882 - 8 April 1953), in his relentless pursuit to help India gain economic independence, established a host of industries Hindustan during 1930-1940 and especially in the transport sector. Premier Automobiles, him. Hindustan Aeronautics (which later became HAL) was formed by Seth Walchand with the support of the Dewan of Mysore Mirza Ismail in 1940. Two years later, the then Indian government took over the company and nationalised it. Aeronautics Hindustan Shipyard were all established by

21

Air India
The Air India story shares many parallels with the HAL story. It was founded by JRD Tata as Tata Airlines in July 1932. Its most famous early flight was on 15 October 1932 when JRD flew a single-engined De Havilland Puss Moth carrying air mail from Karachi's Drigh Road Aerodrome to Bombay's Juhu airstrip. After the Second World War, Tata Airlines became a public limited company on 29 July 1946 under the name Air India. In 1948, 49% of the airline was acquired by the Government of India, which retained the option to purchase an additional 2%. In return, the airline was granted permission to operate international flights from India as the designated flag carrier under the name Air India International. On June 8, 1948, a Lockheed Constellation L-749A named Malabar Princess (registered VT-CQP) took off from Bombay bound for London via Cairo and Geneva, marking the airline's first long-haul international flight. On August 1, 1953, the Government of India exercised its option to purchase a majority stake in the airline. It has stayed nationalised since despite many calls for privatisation following the once high-flying Maharajah's rapid decline in popularity and revenues.

22

Cipla
It was Khwaja Abdul Hamied who set up the Chemical, Industrial & Pharmaceutical Laboratories, that came to be popularly known as Cipla in a rented bungalow at Bombay Central in 1935. He gave the company all his patents and proprietary formulas for several drugs and medicines, without charging any royalty. Today, Cipla is one of India's biggest drugmakers whose products are sold in over 160 countries.

23

Dalmia Cements
Dalmia Cements was established by Ramkrishna Dalmia in 1939 and enjoys a heritage of 70 years of expertise and experience. Ramkrishna Dalmia's story is an inspiring one. His father died leaving almost nothing behind when his son was 18 years old. But young Ramkrishna did not let that deter him.

24

Beginning with a sugar factory in what is now known as Dalmianagar in the state of Bihar, he went on to set up a host of industries with the assistance of his younger brother, the late Jaidayal Dalmia and his sonin-law, the late Sahu Shanti Prasad Jain. Since then, the group has expanded its operations to sectors such as sugar, travel, refractories and electronic operations. It now boasts a turnover of over $3000 million.

Amul
Amul ('priceless' in Sanskrit) was founded in Anand in 1946 in response to the exploitation of Gujarat's dairy farmers. It is today jointly owned by some 2.8 million milk producers in the state.

25

Currently it collects over 3.05 billion litres of milk annually with the daily average being a staggering 8.4 million litres.

26

27

THE IDEA :

Sipping tea at the local Irani hotel in Mumbai s Girgaum suburb, Digamber said a cigarette poster in the crowded

parsuram Dandekar, a small-time entrepreneur manufacturing writing ink in his kitchen, was struck by an advertisement. I WOULD WALK A MILE FOR A CAMEL, too. That was in the thirties, when few Indian manufactures thoughts of giving catchy brandnames to their products, much less of advertising. But dandekar was convinced that the camel would be lucky for him, a mascot that would help to sell his product camel inks that would write for miles and miles without a break... The hunch proved right. The nicotine camel, however famous internationally, has faded from public memory. Today, as in the past 53 years, camel is synonymous with materials that Dandekars firm, camlin, specialises in. commands an intimidating 60% share os the Rs.100 core market. the inks and the range of artists Little surprise considering that the company cafe. The name and the slogan caught his fancy, and Dandekar decided that camel it would be for his inks

THE BIG NAMES :

Camel, Raymond and Rooh Afza, some of the better-known names in a clutch

is brands that have endured for half a century and longer. These are the home-grown products that have survived the onslaught of international giants, names that have withstood changing fashions and the whims of consumers, and the twists and turns of government policy, not to mention the inexorable march of technology. Some have managed to stay in the lead from the very start. Like Raymond. The 71-year-old Mumbai based company belonging to the JK group rules the turf in woollen textiles with a 40% marketshare and an aura of quality that has not changed in the past five decades. What makes Raymond

28

click? Suresh Mullick, consultant creative director at Ogilvy & mather advertising, believes its an image that Raymond brandname has always been perceived as top of the line by consumers, says Mullick. Indeed, it has. Shakuntals Sharma, a retired lecturer from Delhi University, recalls how her father, a government servant with a modest income, always used to buy Raymond suiting because of the good quality. Hed say, its expensive but gives better value in the long run. Her husband, former All India Radio director-general Krishan Chand Sharma, too is a loyal Raymond customer. And when their daughter got married 15 years ago, the groom wore a suit that was made of Raymond fabric. generations of consumers hooded to a brand. Thats three

SURVIVING THE CHANGE:

For some, though, it has been a tough fight for survival. To

begin with, there were few curbs on imports and the embryonic Indian industry was pitted against established products of multinationals, brands that had been made familiar to consumers through ad campaigns which by the standards of those times were lavish. Worse, these were top quality items that in some cases-as in textiles, art materials and soaps-were much cheaper than the local variety. Help, however, came from unexpected quarters: the swadeshi rhetoric of the Khadi-clad congressmen did more to push Indian products than any other marketing strategy of the period. At the Khadi-clad congressmen did more to push Indian products that any other marketing strategy of the period. At the All-India Congress Committee session at Agra in May 1953, it was resolved to cultivate and encourage the spirit of swadeshi and to use as far as possible articles made in India. The following years saw prime minister Jawaharlal Nehru unveil his strategy of self-reliance for the country. substitution was an important component of the gameplane. Import

29

IMPORTANT BRAND-MAKERS AND BREAK THROUGHS

THEME OF SWADESHI :
1) In 1920, Surendra Mohan Bose set up the Benble Waterproof Works in Calcutta to manufacture rainwear under the brandname Duckback. 2) In 1920 a Calcutta university don K.C.Das, sacked from the Bengal Engineering College for his anti-British politicking, had set up Calcutta Chemicals Co.Ltd (CCCL) along with two others to produce industrial chemicals. Itsreal breakthrough produce industrial chemical. Its real breakthough came with the launch of Matgo neem soap in 1924.

3) Camlin was set up because its promoter, Dandekar, was determined to produce industrial chemicals. Its real breakthrough came with the launch of Matgo neem soap in 1924. 4) 501 washing soap, launched by Tomco in 1927, was so named to take a dig foreign competition. Jal Naoroji, the then managing director if Tomco, wanted his soap to be oneup on the foreign brands which were croding the market. So, he named it 501 because the foreign soaps were imported in cartons of 500 each. The ads said : OUR VERY OWN SOAP

5) The Delhi-base Golden Tobacco co (GTC) advertised its panama brand of cigarettes as the taste of freedom. 6) Haman soap from the Tomco stable boasted: made in India with Indian capital and management.

30

7) Camlin went a step further. It commissioned renowned artists to prepare paintings for exhibitions using the companys products. The punchline was always: Art must not depent on foreign materials. Foreign products had become the whipping boy of the Indian industry.

MARKETING STRATEGIES
SALES & DISTRIBUTION: When Dandekar introduced black ink in the market in 1931, the tannic
and gallic acids used for making ink had to be imported and were not easily available. Determined to produce the ink indigenously, Dandekar extracted the acids from the gall nuts that grow in Maharashtra. However, after all that, Dandekar found that the imported products worked ut cheaper. So he restricted his sales and distribution team to one: himself, looking more like a milkman than an industrialist, Dandekar ferried the black ink in a copper can from his house-cum-facttory in Girgaum and sold it to merchants in Mumbai in small measures. The cost-cutting was essential. Up against foreign competitors with deep pockets and Dandekars slim margins would have been wiped out had he sold the ink in bottled form. More than 65 years later, the company Dandekar set up has a sales and distribution network of 1,200 dealers and almost75,000 retailers who ensure that camel products are among the most visible in stationery shops across India.

SHELF SPACE : But in the early years, getting shelf space in an open market dominated by foreign
brands was a tough proposition. Some like the JK group had the financial muscle to set up exclusive showrooms. Says S.V.Pandit, the companys general manager (marketing services): The shopkeepers So, we had to do were not ready to give us shelf-space because they had imported products to sell.

something to cone into the limelight. Nearly four decades after it set up its first showroom, the company has about 190 showrooms, 20 of which are owned by the company while the rest are franchises. It also has eight showrooms in West Asia.

31

Bose of Bengal Waterproof faced the same problem with duckback rainwear. available.

It was a valiant

venture, but retailers refused to stock raincoats produced by a unknown Indian company when well-known With none of the resources of the JK group on tap, Bose opted for a door-or-door sales Innovative marketing certainly helped Bengal waterproof to get orders. It directly compaign. The salesmen would book orders directly and the raincoats were sent by VPP (value paid post) to the customers. approached companies located in coastal cities like Mumbai, Goa and Calcutta and thought them sold rainwear to the workers. Boses gambit was commendable: his salesmen first sold the idea to the trade unions before going to the employers! Hamdards Rooh Afza sherbet, was which was launched in 1910, carved out a niche for itself with relative ease. But that was largely because it had no competitors.

UNIQUE SELLING PROPOSTION : If Rooh Afzas USP was its Unani formulation, Chennaibased Amrutanjan got the first taste of competition only in the twenties from Littles Oriental Balm. The company started feeling the heat when inspired by Amrutanjans success-multinationals like reckitt & Coman and procter & Gamble launched Iodex and Vicks in the Indian market in the fifities.

32

33

THE CHANGING SCENARIO

CHANGING STRATEGIES :

By the sixties, the initial euphoria over independence and

everything Indian had subsided to a great extent. However, when the government decided to allow foreign companies to set up joint ventures in india in the seventies, the swadeshi movement was revived. Camlin was among the companies that were in the forefront of this outcry against the foreigners. Its ads screamed. India can make it without foreign collaboration. India can sell it without the foreign name. i. QUALITY IMPROVEMENT : Indian manufacturers had to upgradethemselves-both in terms of product quality as well as production efficiency. Raymond, for instance, invested heavily to keep itself abreast of technology, trying up with two Italian firms for upgrading its manufacturing processes and producing all-wool fabrics. ii. ADVERTISING : But quality by itself was not enough to sell a product; it had to be In the early seventies, there was no TV advertising. And the communicated to the customer.

quality of reproduction in the print media was not a good enough to carry the message. All that changed in the latter half of the seventies, when printing underwent a technological leap and Doordarshan gave the green signal to commercials. Raymonds compaign on the Guide to the welldressed man set the tone for its suitings and was so successful that the company ran it for nearly two decades. Itss only recently that Raymond has switched to The complete Man. iii. DISTRIBUTION : Raymond also realised that the distributor was not just someone who moves its goods off the she if, but a stakeholder in the business. In the early eighties, the company started training its dealers in sales and marketing. At the first training programme, the dealers strolled in about an hour late, thinking the programme was just a sop to keep them in good humour. But over the years, says Pandit, they have started taking the training programme seriously. Last year, at the training programme held in Kathmandu, almost every dealer was in the conference room five minutes before it was scheduled to begin. iv. BRAND EXTENSIONS : Bengal Water proof is another company that has upgraded its products greatly over the years Jayanti Ghosh, account director at Ogilvy & Mather Public relation, recalls how bad she used to feel as a schoolgirl in Darjeeling in the sixties. My duckback raincoat

34

was heavy, rubbery and rather unattractive while many of my colleagues wore brightly coloured imported ones. Duckback has come a long way since then. The company has not water bottles, inflatable pillows and mattresses, soft luggage, schoolbags and

jackets but given them a more contemporary feel. Ghosh was astonished when her collegiate son insisted that she buy him a Duckback jacket last year because it is supposed to be very good. Camlin also upgraded its product range to tide over competition by introducing novelties like the food grade pencils for very small children, the sparkle glue and the Frolika three dimensional paints for teenagers. Though there were no foreign companies in the category, competition came from domestic players like kores. Pidilite and Hindustan Pencils. But when it came to hi-tech art materials like drawing pens, consumers seemed to prefer foreign names like Rotring of Germany.

FOREIGN COLLABORATIONS: Camlin vice-president (marketing & human resources development) Rajni Dandekar, daughter-inlaw of the promoter, justifies the change of tack. Foreign collaborations are essential to survive in this globalised environment. Besides, most ate looking at us to market their products. Indeed, camlin has the marketing and distribution muscle no other company in the category can boast of. Not all companies have been quick to respond to market demands. When GTC was taken over by the Sanjay Dalmia group in the seventies, the Panama brand commanded a significant 10% share in the 6-7 billion sticks per month market. Being a non-filter brand, it was a strong cigarette and perceived as such in the marker. Panama was good to the late seventies and theearly eighties, the brands marketshare rose to almost 15% - second only to market leader scissors from ITC, which sold about 1billion stick every month.

35

An example of change

ADVERTISING AS A ROMANCE
Advertising, in its profound and deep sense of the term, reminds you of all the embroidered drama, inflated emotions, mellifluous jingles and colourful myriad pictures that form a beautiful collage of incidents and brands and consumer and the beautiful relationship of romance that they share is manifested through this patchwork. Take a brand like Cadburys; wont you say you love Cadburys? Wont you feel close to this brand something that you are possessive about, something that you can identify with and feel comfortable with? And how! Imagine a situation where Cadbury would not have been advertised! Would you feel the same connection that you feel right now? No! Somewhere lines like kuch khass hai zindagi mein, Asli swaad zindagi ka, khaanewalon ko khaane ka bahana chahiye, rishton ki mithaas etc have etched in our minds. We feel nostalgic when we recollect the girl dancing on the cricket field in the Cadbury ad, our mouth waters when we recollect the swirling melting chocolate shown just before the Cadbury pack shot Thus advertising is that magical elixir of romance that creates the sparks between the brand and the

36

consumer. Since ages, advertising is used as a medium of communication. However, today this medium is not just that. It is a means to feel emotions, indulge with the brands, create rippling effects on the consumer and above all make them feel warm, special and important. Advertising takes the consumer through that romantic journey where the consumer first gets acquainted with the brand, then tries to find more information about the product, makes the first purchase, expresses his likes and dislikes, and after he likes, he becomes a brand loyal customer. Later discounts and other offers make him feel special and wanted and thus the romantic journey of the brand and the consumer carries on for the rest of the life. When one considers high involvement products like a car or a diamond set, people collect more information as they are in the process of making a purchase decision. One can just imagine the quixotic, dreamy and indulging process of a woman buying a diamond set (say for instance Nakshatra diamond). Since it is popularly and truly said that diamonds are womens best friend the romantic buying journey is even more exciting. The lavish and extravagant Aishwarya Rai Nakshatra diamond TVC creates the first bounce of mawkish feelings towards the brand as we repeatedly see the ad with glaring eyes. It is not just wishful and dreamy but establishes a space in your heart that lightens up every time you see the ad. Just imagine the sentiments in the consumers heart when he or she has just bought Nakshatra diamond earrings. It is this particular feeling that advertising slogs to create in the heart of the consumers. It is that moment when you come home and adore yourself in the mirror with those earrings and the happiness you feel is the same when you are being loved by your special someone Many criticize that advertising lures customers into a pit of false dreams and hopes. But doesnt advertising offer a stage for you to romance with your favorite brands, watching them evolve, feeling connected with the characters in the ad, dancing with imaginations about the product, flaunting your purchases, loving your brands, creating long lasting relationships with things you use, feeling nostalgic, experiencing emotions and above all making you feel so special against the rest of the world! Advertising is truly a romantic indulgence!

37

BACKGROUND:
A sophisticated & professional industry called Indian Advertising Indian Advertising starts with the hawkers calling out their wares right from the days when cities and markets first began Shop front signage From street side sellers to press ads The first trademarks Handbills distributed separately from the products

18th Century
Concrete advertising history begins with classified advertising Ads appear for the first time in print in Hickey's Bengal Gazette. India's first newspaper (weekly). Studios mark the beginning of advertising created in India (as opposed to imported from England) Studios set up for bold type, ornate fonts, more fancy, larger ads Newspaper studios train the first generation of visualizes & illustrators Major advertisers: Retailers like Spencer's, Army & Navy and White away & Laidlaw Marketing promotions: Retailers' catalogues provided early example Ads appear in newspapers in the form of lists of the latest merchandise from England Patent medicines: The first brand as we know them today were a category of advertisers Horlicks becomes the first 'malted milk' to be patented on 5th June 1883 (No. 278967).

38

The 1900s
1905 - B Dattaram & Co claims to be the oldest existing Indian agency in Girgaum in Bombay 1912 - ITC (then Imperial Tobacco Co. Ltd.) launches Gold Flake 1920s - Enter the first foreign owned ad agencies - Gujarat Advertising and Indian Advertising set up - Expatriate agencies emerge: Alliance Advertising, Tata Publicity - LA Stronach's merges into today's Norvicson Advertising - D J Keymer gives rise to Ogilvy & Mather and Clarion 1925 - LR Swami & Co, Madras

39

1926 - LA Stronach & Co (India) Pr. Ltd, Bombay starts - Agency called National set up for American rather than British Advertisers - American importers hire Jagan Nath Jaini, then advertising manager of Civil and Military Gazette, Lahore. National today is still run by Jaini's family

- Beginning of multinational agencies - J Walter Thompson (JWT) opened to service General Motors business 1928 - BOMAS Ltd (Formerly DJ Keymer & Co Ltd) set up 1929 - J Walter Thompson Co Pr. Ltd formed

40

Indian agencies, foreign advertising in the thirties

1931 - National Advertising Service Pr. Ltd. Bombay set up - Universal Publicity Co, Calcutta formed

1934 - Venkatrao Sista opens Sista Advertising and Publicity Services as first full service Indian agency 1935 - Indian Publicity Bureau Pr Ltd, Calcutta established 1936 - Krishna Publicity Co Pr. Ltd, Kanpur begins operations - Studio Ratan Batra Pr. Ltd, Bombay established - Indian Broadcasting Company becomes All India Radio (AIR)

41

1938 - Jayendra Publicity, Kolhapur started 1939 - Lever's advertising department launches Dalda - the first major example of a brand and a marketing campaign specifically developed for India - The Press Syndicate Ltd, Bombay set up

42

Indianising advertisements in the forties

1940 - Navanitlal & Co., Ahmedabad set up 1941 - Lux signs Leela Chitnis as the first Indian film actress to endorse the product - Hindustan Thompson Associates (HTA), the current incarnation of JWT, coins the Balanced Nourishment concept to make Horlicks more relevant to India - Green's Advertising Service Agents, Bombay formed 1943 - Advertising & Sales Promotion Co (ASP), Calcutta established

1944 - Dazzal, Bombay comes into existence

43

- Ranjit Sales & Publicity Pr. Ltd, Bombay started 1945 - Efficient Publicities Pr. Ltd, Madras set up - Tom & Bay (Advertising) Pr. Ltd., Poona begins operations in India

1946 - Eastern Psychograph Pr. Ltd., Bombay set up - Everest Advertising Pr. Ltd, Bombay established 1947 - Grant Advertising Inc, Bombay formed - Swami Advertising Bureau, Sholapur started 1948 - RC Advertising Co, Bombay set up - Phoenix Advertising Pr. Ltd, Calcutta formed

44

Corporate advertising in the fifties

1950s - Radio Ceylon and Radio Goa become the media option 1951 - Vicks VapoRub: a rub for colds, causes ripples with its entry in the balm market 1952 - Shantilal G Shah & Co, Bombay 1954 - Advertising Club, Mumbai set up - Express Advertising Agency, Bombay - India Publicity Co. Pr. Ltd., Calcutta

45

1956 - Aiyars Advertising & Marketing, Bombay - Clarion Advertising Services Pr. Ltd, Calcutta 1957 - Vividh Bharati kicks off 1958 - Shree Advertising Agency, Bombay 1959 - Associated Publicity, Cuttack

46

Creative revolution in the sixties

1960 - Advertising Accessories, Trichur started - Marketing Advertising Associates, Bombay set up 1961 - Industrial Advertising Agency, Bombay comes into existence - Bal Mundkur quits BOMAS to set up Ulka the same year 1962 - India's television's first soap opera - Teesra Rasta enthralls viewers 1963 - BOMAS changes names to SH Benson's - Stronach's absorbed into Norvicson

47

- Lintas heading for uncertainty - Levers toying with giving its brands to other agencies - Nargis Wadia sets up Interpub - Wills Filter Tipped cigarettes launched and positioned as made for each other, filter and tobacco match

1965 - Kersey Katrak sets up Mass Communication and Marketing (MCM) 1966 - Government persuaded to open up the broadcast media - Ayaz Peerbhoy sets up Marketing and Advertising Associates (MAA) 1967 - First commercial appears on Vividh Bharati 1968 - Nari Hira sets up Creative Unit - India wins the bid for the Asian Advertising Congress

48

1969 - Sylvester daCunha left Stronach's to run ASP; later sets up daCunha Associates 1970 - Frank Simoes sets up Frank Simoes Associates

THE PROBLEMATIC SEVENTIES

1970-1978 - National Readership Studies provided relevant data on consumers' reading habits 1970 - Concept of commercial programming accepted by All India Radio - Hasan Rezavi gives the very first spot on Radio Ceylon 1971

49

- Benson's undergo change in name to Ogilvy, Benson & Mather 1972 - Western Outdoor Advertising Pvt Ltd (WOAPL) introduces first closed circuit TV (CCT) in the country at the race course in Mumbai 1973 - RK Swamy/BBDO established 1974 - MCM goes out of business - Arun Nanda & Ajit Balakrishnan set up Rediffusion 1975 - Ravi Gupta sets up Trikaya Grey 1976 - Commercial Television initiated 1978 - First television commercial seen

50

1979 - Ogilvy, Benson & Mather's name changes to Ogilvy & Mather

GLUED TO THE TELEVISION IN THE EIGHTIES

1980 - Mudra Communications Ltd set up - King-sized Virginia filter cigarette enters market with brand name of 'Charms' 1981 - Network, associate of UTV, pioneers cable television in India 1982 - The biggest milestone in television was the Asiad '82 when television turned to colour transmission - Bombay Dyeing becomes the first colour TV ad - 13th Asian Advertising Congress in New Delhi

51

- Media planning gets a boost 1983 - Maggi Noodles launched to become an overnight success - Canco Advertising Pvt. Ltd. founded - Manohar Shyam Joshi's Hum Log makes commercial television come alive - Mudra sponsors first commercial telecast of a major sporting event with the India-West Indies series 1984 - Hum Log, Doordarshan's first soap opera in the colour era is born - Viewers still remember the sponsor (Vicco) of Yeh Jo Hai Zindagi! 1985 - Mudra makes India's first telefilm, Janam 1985-86 - 915 new brands of products and services appearing on the Indian

52

Market 1986 - Sananda is born on July 31. The Bengali magazine stupefies India by selling 75,000 copies within three hours of appearing on the newsstands. - Mudra Communications creates India's first folk-history TV serial Buniyaad. Shown on DD, it becomes the first of the mega soaps - Price quality positioning of Nirma detergent cakes boost sales 1988 - AAAI's Premnarayan Award instituted 1989 - Advertising Club Bombay begins a biennial seminar called 'Advertising that Works' - Advertising & Marketing (A&M) magazine launched

53

TECH SAVVY IN THE NINETIES

1990 - Marks the beginning of new medium Internet - Agencies open new media shops; go virtual with websites and Internet advertising - Brand Equity (magazine) of The Economic Times is born 1991 - First India-targetted satellite channel, Zee TV starts broadcast - Close on the throes of the Gulf War enters STAR (Satellite Transmission for Asia Region) 1992 - Spectrum, publisher of A&M, constitutes its own award known as 'A&M Awards' - Scribes and media planners credit The Bold And The Beautiful serial on STAR Plus channel as a soap that started the cultural invasion

54

1993 - India's only advertising school, MICA (Mudra Institute of Communications Ahmedabad), is born - Tara on Zee TV becomes India's first female-centric soap 1995 - Advertising Club of Bombay calls its awards as Abby - Country's first brand consulting firm, SABRE (Strategic Advantage for Brand Equity) begins operations 1996 - The ad fraternity hits big time for the first time by bagging three awards at the 43rd International Advertising Festival, Cannes - Sun TV becomes the first regional TV channel to go live 24 hours a day on all days of the week

1997 - Media boom with the growth of cable and satellite; print medium sees an increase in titles, especially in specialised areas

55

- Government turns towards professional advertising in the private sector for its VDIS campaigns - Army resorts to the services of private sector agencies - Advertising on the Internet gains popularity - Equitor Consulting becomes the only independent brand consultancy company in the country - Several exercises in changing corporate identity - For the first time ever, Indians stand the chance of winning the $ 1million booty being offered by Gillette as part of its Football World Cup promo 1998 - Events assume important role in marketing mix - Rise of software TV producers banking on ad industry talent - Reinventing of cinema -advertising through cinema begins 1998 - Lintas becomes Ammirati Puri Lintas (APL) 1999 - B2B site agencyfaqs.com launched on September 28, 1999

56

- The Advertising Club Bombay announces the AdWorks Trophy

IN THE NEW MILLENNIUM

2000 - Mudra launches magindia.com - India's first advertising and marketing Gallery - Lintas merges with Lowe Group to become Lowe Lintas and Partners (LLP) - bigideasunlimited.com - a portal offering free and fee ideas for money launched by Alyque Padamsee and Sam Mathews - Game shows like Kaun Banega Crorepati become a rage; media buying industry is bullish on KBC - Kyunki Saas Bhi Kabhi Bahu Thi marks the return of familyoriented soap on TV - French advertising major Publicis acquires Maadhyam

57

2001 - Trikaya Grey becomes Grey Worldwide - Bharti's Rs 2.75-crore corporate TV commercial, where a baby girl is born in a football stadium, becomes the most expensive campaign of the year 2002 - Lowe Lintas & Partners rechristened Lowe Worldwide - For the first time in the history of HTA, a new post of president is created. Kamal Oberoi is appointed as the first president of HTA Today in India, the scope for advertising has progressed considerably although the Indian advertising spends as a percentage of the Gross Domestic Product (GDP) is still terribly low (at 0.34 %) as opposed to other developed and developing countries. Advertising revenues are vital for the growth of Entertainment and Media (E&M) industry in India. These low ad spends are an immense potential for growth. This can be seen through the development of so many new mediums of advertising in recent years. Current advertising revenues are estimated to be about 200 billion for 2008

58

ADS WHICH BUILD THE BRAND

Fresh as Ever Karen Lunel in a lime green bikini, frolicking under a waterfall. The 1985 ad made history and, over two decades later, HLL hasn't quite managed to re-capture the magic of this Alyque Padamsee creation for Liril. Speaking Out Remember Lalitaji, the hard-headed bargain-hunter of the '80s trusting only "Apna Surf"? The campaign walked into the hall of fame as it saw the advent of a new consumer segment: homemakers. Till Kingdom Come What began as a design for an in-flight memo pad grew to become the mascot of India's national carrier. Today, the naughty Maharaja of Air-India, created by Bobby Kooka in 1946, is a world figure. Love Bug Madhu Sapre and Milind Soman created waves by wearing nothing but white shoes and a python for Tuff Shoes, and got charged with obscenity. That we still remember this print ad proves its novelty value. Buzz Off SSC&B Lintas bagged a gold at the Cannes Lion advertising festival in 1996 for its "How to Kill a Mosquito" print campaign which was created by Ryan Menezes for Hoecht's Hexit mosquito repellent. Evergreen Phrase This was deadly persuasion at its best. ITC hit the jackpot with the 1963 slogan "Made for Each Other" for its Wills brand. Even now, despite a ban on cigarette advertising, the catch phrase lingers in memory.

59

Utterly Unforgettable Amul's hoarding campaign featuring the polka dot skirted girl, as visualised by Sylvester Da Cunha, continues to be topical and funny. With the first one coming out in 1967, it has been sent to the Guinness Book of World Records as the longest running outdoor campaign. Taste of Life A cricket stadium. A girl praying that her boyfriend scores. A six. And the impromptu dance that follows. Kya Swad Hai, Zindagi Ka. Despite stiff competition from the Big B in recent times, the taste of this ad from the Cadbury stable lingers on. United We Stand Mile sur mera tumhara, Bala Films' memorable 1988 video film featuring a gallery of icons from the fine arts, cinema and cricket lip-synching to national pride paved the way for similar endorsements for everything from literacy to leprosy cures. Draped in Style Together with the tagline "A woman expresses herself in many languages, Vimal is one of them", this 1980 ad celebrated the Indian woman when Vimal was a saree brand. Groomed to Perfection Sophistication and consistency have been the hallmarks of Raymond advertising over the years. But it walked away with the accolades after it zeroed in on "The Complete Man" tagline. The Hole Truth Say "The Mint with the Hole" and everybody, irrespective of age, will know that you are talking about Nestle's Polo. That's brilliant brand recall. What's more, it is refreshingly cool too.

60

Making Size Matter The "One Black Coffee Please" TV commercial to launch Ericsson's compact mobile phone was a huge hit at the Cannes Lions in 1996 and was voted the most watched commercial in India in 1997. Besides, it let women have the last laugh.

Donation Drive The National Kidney Foundation wanted to create awareness about kidney ailments. Panna Jain's stark black and white campaign brought home the point so beautifully that it was declared the campaign of the year in 1978. Close Shave In 1983, Kapil Dev boosted the trend of celebrity endorsement by cricketers when he mouthed "Palmolive da jawab nahin" for the shaving cream. Did he guess that the catchline would soon become legendary? Mill and the Gloss This 1978 ad for Morarjee Mills proved that a text-heavy campaign-thousands of words were used as body copy-for something as unexciting as a textile mill could be fun and innovative. The idea was to use interesting events which took place in the city of its location in the last century. On Call What do you say about a campaign that not only boosts Hutch's recall value but sparks off an unheard of demand for pugs? Ode to Ego "Neighbour's Envy, Owner's Pride". The Onida campaign, launched in 1985, may not have won awards but

61

it certainly made for memorable copy. It was the first of its kind to plug envy. Bhasha Boom Pepsi's "Yehi Hai Right Choice Baby, Aha" campaign was aired in 1993 to counter the threat of Coca-Cola's re-entry. Indianisation or Hinglish-a punch of English and Hindi words as used in the slogan-became the new ad language overnight. Stuck on Success Fevicol's famous truck and bus ad by O&M, which was aired in 2002, roared at the Cannes Lions and proved that it is possible to reach a global audience even with an Indian idiom. Giving Wings to Dreams As ad guru A.G. Krishnamurthy says in his book Desi Dream Merchants, Air Deccan's 2005 campaign invested an everyman brand with dignity. Orchard Advertising's tale of the old man and the sky is the longest commercial aired so far. In Safe Hands Perhaps it was the sports metaphor, a universal symbol of good health, or maybe it was the catchy jingle, Tandurusti ki raksha, but the 1964 campaign which coincided with Lifebuoy's first big re-launch continues to be India's most successful. Scent of a Woman The Garden Vareli campaigns will forever live on in the popular mindset for featuring some of the most gorgeous women in India, right from Persis Khambatta to Madhu Sapre. The glossy photography helped. Anybody got a Light?

62

O&M bagged a gold at the Cannes Lions for its "Second-hand Smoke Kills" campaign for the Cancer Patients' Aid Association in 2002. It's the one that depicted a cowboy-a take on the Marlboro man-looking down at his dead horse. Scooting into History Bajaj launched the "Hamara Bajaj" campaign in the 1990s when it found that competitive brands were making a dent in its share. The campaign cashed in on the popularity of the brand throughout the country and worked wonders. Light in the Dark Sylvania Laxman, the light-making company, may be obscured in darkness at present, but nobody can forget Asrani saying "Poore ghar ke badal daloonga".

Black Beauty As a bow to Hollywood, Alyque Padamsee created the iconic Cherry Charlie for Cherry Blossom in the early 1980s projecting the "perfect gentleman" and the "perfect shine" on his shoes in a fun way. High Five Aamir Khan and Prasoon Joshi revolutionised the way soft drinks were perceived across the country with the "Paanch Matlab Chhota Coke" campaign. Going the rustic Indian way, away from Pepsi's uber-chic image, this Coca-Cola ad gave people something new to talk about. Unquestionable A bespectacled loser, a garrulous paanwalla, no pretty faces and no beefcake do not, on paper, make for memorable advertising. But Chlormint's "dobaara mat poochhna" campaign broke all the rules and then some more. Maybe because it made India laugh.

63

No Sugar Required The shot of the saccharin-sweet Rasna girl going 'I love you Rasna' branded itself on the collective consciousness and there is no deleting it. That the brand lost a bit of its appeal when it changed the slogan speaks volumes.

64

65

INDIAN BRANDS

Today's crowded importance trend hardly littered no creating the best brands. customer

market with

is brands,

very

dynamic and

and

increasingly options, is business brand died is too in the the value. today

competitive. how could a in for

In one

market create a

models

multiple

difference this was a challenge faced by many companies in the Indian market. The focus on brands and the of business because and of The a owners a creating brands brands and strong that business thinkers important customer. and job Many growing India. any market Indian believe is have by This plays market that the building job proven is is is the of that strong business amongst surprising, income with exception. is and way the of managers an The soon. strongly studies is asset global The

generating

selection king.

Management retaining

management

research

creating

retaining

customers

66

Nokia scores a hat-trick as Brand No. 1 Tops Brand Equitys Most Trusted Brand Survey; Colgate, Lux Follow Brand Equity MUMBAI
(September 1, 2010 Front Page Page 1-ECONOMIC TIMES)

NOKIA emerged as Indias Most Trusted Brand for the third year in a row, topping a field of 300 product and service brands. Colgate retained its No. 2 position, while Lux took the No. 3 spot in the tenth edition of the Brand Equity Most Trusted Brands Survey, 2010. Since the beginning, Nokia has been very consumer centric. Receiving the award was a very humbling and exhilarating moment, D Shivakumar, MD, Nokia India, said. A total of six brands from the Hindustan Unilever stable figured in the top ten. Brands like Fair & Lovely moved from No. 18 last year to No. 9. Similarly, Ponds has moved from No. 16 position in 2009 to No. 8 while Clinic Plus jumped to No. 7 this year from No. 15. Trust has always been fundamental for brand existence. Essentially, what we do has not changed and will not change, Nitin Paranjpe, CEO, HUL, said.

67

He added that the consumers expectations and aspirations are in a constant state of evolution. And our job as managers of brands is to realise and meet the expectations. Mukul Deoras, vice-president, South Asia & MD, Colgate-Palmolive (India),said it takes ages to build and cultivate brand trust. In the future, I reckon we will see a handful of brands that will stand as beacons of trust. The Most Trusted Brands Survey, 2010, is conducted by The Nielsen Company and comprises a sample size of 8,160 respondents across socio-economic class, age, income and geography. Given the immense focus on the digital space by brands, this year, The Most Trusted Brands Survey introduced The Most Trusted DigitalBrands list. Google search is the No. 1 digital brand, followed by Yahoo! mail at No. 2 with Gmail at No. 3. Indias top marketers braved incessant rains in Mumbai on Monday night to turn up at the unveiling ceremony.

68

69

WHAT DOES IT TAKE TO BE AMONG THE MOST TRUSTED BRANDS?

(September 1, 2010 Brand Equity Page 32-ECONOMIC TIMES)

It has been about 20 years since liberalization and globalization of the Indian economy and these years have seen a plethora of global brands entering the Indian market. Some to stay on forever and become household names in the country so much so that today one has to remind oneself that the product or service that one uses has actually come from some other country, with a different culture and catering to a different set of consumers. But one thing is common everywhere, a brand becomes a success story only when it is backed by consumers trust, without which no amount of marketing will help. The Most Trusted Brands survey conducted by The Nielsen Company for Brand Equity is an annual study running for 10 years now. It captures the most trustworthy brands across product categories, geographies and among various consumer segments in India. The research exercise involves continuously tracking the changing market environment by understanding consumer perceptions of brands based on various drivers of trust. Today, consumers are spoilt for choice and brands are constantly vying for the consumers attention in the Indian market. Add to that the growing internet penetration and booming satellite television that has led to an information overdose. The result is a more aware and discerning Indian consumer. The days are past when there was a top down flow of information from the marketer to the consumer and the consumer had no choice but to believe what the marketer had to say. Things are different today! Today, consumers believe what fellow consumers are posting online and consumers trust what their family and friends are saying about a brand. Trust is more important than ever before in a wired world since consumers are contagious even to people they dont feel, touch or speak to but definitely influence. But what is it that makes the consumer put his money on a brand? If we say it is trust, then what is trust? In the Most Trusted Brands survey, a brand is defined as most trusted if it is endowed with features like phenomenal awareness/familiarity, higher premium/equity, unique proposition, etc. While conducting the survey, we shortlist from a whole host of eligible brands across products and services.

70

This year, along with products and services, we have also included the Most Trusted Digital Brands in the purview of the survey. The features on which the Digital Brands were evaluated are popularity, relevance to the consumers, buzz around the website, safety aspects of using it, etc. Since digital is the way that most consumers are heading to, it makes logical sense to evaluate the trust factor in that quarter. We have seen brands evolve over the years but there are some brands that feature every year among the top few and are really close to their consumers. These are the brands that have got the pulse of their consumers and these are the brands that make a difference in the consumers lives. We now live in an era where brands are like students who have to learn from teachers (consumers) who will decide whether they trust them or not.

Brand Equity unveils the most comprehensive article of faith in the Indian brand world and the most unique listing of its kind, Brand Equity Most Trusted Brands 2009, in a glittering event held in Mumbai.

71

The whos who of the Indian marketing and advertising, Nitin Paranjpe, CEO, Hindustan Unilever, D Shivakumar, MD, Nokia, Shantanu Khosla, MD, P&G, Piyush Pandey, chairman, O&M and Sam Balsara, chairman, Madison to name but a few, attended the event. This independent nationwide survey conducted for Brand Equity by Nielsen is the benchmark for Trust, an ageless virtue and the ultimate pinnacle that every marketer and every brand wants to achieve. And this, the single-biggest study of its kind, has now become the gold standard for the entire marketing and advertising fraternity.

Nokia
Rank 1: Nokia Advertising Agency: JWT/W+K D Shivakumar, MD Nokia: Continued trust in challenging times is earned by consistent performance, delivering 'more' than the promise, everyday. This reinforces the bond between the consumer and the brand. Delivering 'more' than the promise requires brands and firms to be transparent in this era of the internet, media scrutiny and word of mouth. Putting more information helps trust; opacity will hurt trust in a brand. About the brand: Nokia has established itself as the market and brand leader in the mobile devices market in India. The company has built a diverse product portfolio to meet the needs of different consumer segments and

72

therefore offers devices across five categories ie. Entry, Live, Connect, Explore and Achieve. With the global launch of Ovi, the company's Internet services brand name, Nokia is renewing itself to be at the forefront of the convergence of internet and mobility. It has three Research & Development centers in India, based in Hyderabad, Bangalore and Mumbai.

73

Colgate
Rank 2: Colgate Advertising Agency: Ridiffusion YR About the brand: From a modest start in 1937, when handcarts were used to distribute Colgate Dental Cream, Colgate-Palmolive (India) today has one of the widest distribution networks in India, a logistical marvel that spans around 4.5 million retail outlets across the country, of which the Company services 1.5 million outlets directly. The Company has grown to a Rs 1300 crore plus organization with an outstanding record of enhancing value for its strong shareholder base. The company dominates the Rs 2400 crore Indian toothpaste market by commanding close to 50% of the market share. Colgate was ranked as Indias Most Trusted Brand across all categories by Brand Equitys Most Trusted Brand Survey for four consecutive years from 2003 to 2007.

74

Lux
Rank 3: Lux Advertising Agency: JWT Company: Hindustan Unilever Ltd Nitin Paranjpe, MD & CEO, HUL: Excitement can be created; trust must be earned. And the challenge before marketers is to deliver excitement in a manner that does not violate trust, but

enhances it. About the brand:

Lux stands for the promise of beauty and glamour as one of India's most trusted personal care brands. Since 1929, Lux in step with the changing trends and evolving beauty needs of the consumers, offers an exciting range of soaps and Body Washes with unique elements to make bathing time more pleasurable.

75

Lifebuoy
Rank 4: Lifebuoy Advertising Agency: Lowe Company: Hindustan Unilever Ltd About the brand: Launched in 1895, Lifebuoy, for over 100 years, has been synonymous with health and value. The relaunch of the soap in 2002, 2004 & again in 2006 have been turning points in its history. It is now in a superior formulation offering a new health fragrance and a contemporary shape. Its vision is, Making a billion Indians feel safe and secure by meeting all their health and hygiene needs. Lifebuoy also offers specific health benefits through specialized product formats like Lifebuoy Hand Wash & Lifebuoy Clear skin, which provides treatment and protection against acne.

76

Dettol

Rank 5: Dettol AdvertisingAgency: EuroRSCG About the brand:

Dettol

is the gold standard of effective germ kill recommended by medical experts and healthcare professionals for its proven ability to protect families from germs. The brand remains up to date through the launch of new products relevant to changing lifestyles such as hand sanitizer, liquid hand wash, shower gel, all purpose cleaners, and antibacterial FMCG major Reckitt wipes. Benckiser is

expecting sales from its popular antiseptic brand 'Dettol' to cross Rs 1,000-crore mark by the end of this year. "The company expects that sales of Dettol, which is the top selling antiseptic brand in the country to cross Rs 1,000-cr mark by the end of current year," Reckitt Benckiser India Regional Director-South Asia Chander Mohan Sethi said.

The company operates on a calendar year basis and had closed 2008 with revenue earnings around Rs 1,800 cr. The company is mulling to add several new products in its portfolio to

77

achieve the target. According to industry experts, if the company is able to achieve Rs 1,000-cr sales from Dettol in the current year, it would become the second company after Hindustan Uniliver Ltd (HUL) to achieve the milestone.

78

Horlicks
Rank 6: Horlicks Advertising Agency: JWT Company: GlaxoSmithKline About the brand:

Horlicks is the leading health food drink in India and enjoys more than half of the health food drink market. Although it has been a popular brand in Indian market since 1930s, Horlicks underwent a revamp in 2003 to further increase its relevance. The modern and contemporary Horlicks offers pleasurable nourishment with a delicious range of flavours including vanilla, toffe, elaichi and chocolate. It is a favourite with both mothers for its nourishment and kids for its great taste and variety.

79

Tata Salt
Rank 7: Tata Salt Advertising Agency: Leo Burnett Company: Tata Group About the brand:

Tata Salt pioneered the branded salt movement in India in 1983. It was the first salt in India to be manufactured using vacuum evaporation technology.

The desh ka namak (salt of the nation) advertising campaign lent voice to the emotional connect and warmth that people associate with salt. In espousing the cause of the common man, through its insistence on saltiness for taste and the adequacy of iodine to ensure complete wellness, it earned for itself the epithet of desh ka namak and the trust of consumers across the country.

Today the brand is seen as reliable and trustworthy and promoting the health of customers. Its appeal cuts across regions and it has become an integral component of a majority of Indian kitchens. (Content: www.tata.com)

80

Pepsodent
Rank 8: Pepsodent Advertising Agency: Lowe About the brand: Pepsodent, launched in 1993, was the first toothpaste with a unique anti-bacterial agent to address the consumer need of checking germs even hours after brushing. Pepsodent packs included a Germ Indicator in February-May 2002, which allowed consumers to see the efficacy in fighting germs for themselves. As a follow-up, in October 2002, Pepsodent offered Dental Insurance to all its consumers to demonstrate the confidence the company has in the technical superiority of the product. The relaunch campaign in October 2003 widened the context to "sweet and sticky" food and leveraged the truth that children do not rinse their mouths every time they eat, demonstrating that this makes their teeth vulnerable to germ attack. Pepsodent's most recent campaign aims at educating consumers on the need for germ protection through the night.(Content: www.hul.co.in)

81

Britannia

Rank 9: Britannia Advertising Agency: Lowe/McCann Erickson About the brand: Britannia strode into the 21st century as one of India's biggest brands and the pre-eminent food brand of the country. It was equally recognised for its innovative approach to products and marketing: the Lagaan Match was voted India's most successful promotional activity of the year 2001 while the delicious Britannia 50-50 Maska-Chaska became India's most successful product launch. In 2002, Britannia's New Business Division formed a joint venture with Fonterra, the world's second largest Dairy Company, and Britannia New Zealand Foods Pvt Ltd was born. In recognition of its vision and accelerating graph, Forbes Global rated Britannia 'One amongst the Top 200 Small Companies of the World', and The Economic Times pegged Britannia India's 2nd Most Trusted Brand. (Content: www.britannia.co.in)

82

Reliance Mobile

Rank 10: Reliance Mobile Advertising Agency: Cartwheel Creative Company: Reliance Communications About the brand: Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002, coinciding with the joyous occasion of the late Dhirubhai Ambanis 70th birthday, was among the initial initiatives of Reliance Communications. It marked the auspicious beginning of Dhirubhais dream of ushering in a digital revolution in India. Today, we can proudly claim that we were instrumental in harnessing the true power of information and communication, by bestowing it in the hands of the common man at affordable rates. Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group (ADAG) of companies. Listed on the National Stock Exchange and the Bombay Stock Exchange, it is Indias leading integrated telecommunication company with over 80 million customers. (Content: www.rcom.co.in)

83

Market survey of India

Source: Super brands magazine of India, 2004

India has about 57 million urban and 136 million rural households Indias 60% of all goods and 80% of all passenger movement is on roads. Worlds largest marketing workforce is LIC agent base of 1 million agents Privately held gold in India is worth Rs 9.2 trillion (4 times the amount held in Fort Knox and about 1/5 of all gold ever mined in the world (source: World Gold Council)
th

Healthcare:

India spends Rs 1,030 billion on healthcare or 5.2% of its GDP. Indias beauty care market is Rs 2.2 billion (source: ORG MARG) Indias sanitary market is Rs 5.5 billion Indias soap market is Rs 41.75 billion (source: AC Neilson 2003) Branded toothpaste penetration is 76.8% in urban areas and 37.1% in rural India(source; NRS 2002) Branded oil has a market of Rs 13 billion (includes coconut hair oil Rs 9.1 billion) and shampoo market is Rs 10.3 billion (source: AC Neilson 2003) Rubs and balms market in India is Rs 4.7 billion (source: AC Neilson 2003) Fabric wash market is 2.5 million metric tones of synthetic detergents at about Rs 55 billion Prickly heat powder market is Rs 1 billion in India and talcum powder is Rs 5 billion Total analgesics market is Rs .25 billion (source: AC Neilson 2003)

Total medicated throat drops (lozenge) market in India is Rs 430 million (source: AC Neilson)

84

Food

Market of health beverages is Rs 10.4 billion and about 48,000 tonnes (source: AC Neilson 2003) Indian biscuit market is 1.1 million tones per annum at Rs 50 billion. About 90% of Indians buy and eat biscuits. Indigenously produced and branded edible oil market is 360,000 metric tonnes per annum and is consumed by 29 million households (source: AC Neilson) Ketchup penetration is 13% in urban Indian and 3.7% nationally. Consumption is 650 grams (annual average) and size of the market is Rs 1.2 billion. (source: AC Neilson) India is worlds largest producer and consumer of black tea. Total tea market is 650 million kgs of tea (including branded at 232 million kgs) (source: IRS data 2003-04)

80% of all beverage consumption in India is tea; 10% coffee and 10% others like soft drinks. Pre-packaged iodized salt is worth Rs 10 billion (source: IRS data 2003-04)

Automobile Industry

Indian lead acid battery market is estimated at Rs 21 billion (automotive at Rs 13 billion and industrial at Rs 8 billion) India is the second largest two-wheeler market in the world. Two-wheelers account for 79% of all automobile sales in India (source: Society of Indian Automobile Manufacturers - SIAM). Indias tyre market is Rs 120 billion (source; SIAM) World market for bicycles is 108 million. Hero Honda of India is worlds largest manufacturer of bicycles. 1 million passenger cars were sold in India in 2003-04 (source: SIAM). Maruti 800 at US$4200 is the cheapest car in the world. Automobile lubricants market is Rs 55 billion

85

Tata Automobile is the youngest passenger car company in the world, putting India in the top 10 countries in the world for car manufacturing.

Industry

India uses 80 million rolls per annum, whereas USA uses 850 million and Japan 400 million and China uses 200 million film rolls per annum. Indian hospitality industry is Rs 60 billion in annual revenues (source: Department of Tourism). India has 85,000 hotel rooms. Indian courier (domestic and international) market is Rs 25 billion (source: ORG MARG) Indian telecom industry has 42.58 million fixed line telephones as of March 2004 (source;TRAI) Indian jewelery market is Rs 500 billion, of which organized sector is Rs 10 billion Indias paint market is Rs 45.7 billion with sales of 567 million liters of paint sold every year Plywood and allied products market is Rs 35 billion in India Writing instruments market in India is Rs 150 billion There are 5,638 dailies in circulation in 101 languagaes and dialects in 2002 (Source: Registrar of Newspapers in India). Times of India is worlds largest read English newspaper with 7.4 million readers (source: IRS 2003)

Indian watch market is 30 million watches perr annum (source: Horological Fed of India) Indias Refrigeration and washing machine market is Rs 50 billion (source: ORG) Total market size of 293 scheduled commercial banks (2004) was Rs 14.2 trillion for deposits (source: RBI) Worlds first floating ATM is located on a barge on backwaters of Kerala TV channel market is expected to grow from Rs 111 billion in 2003 to Rs 292 billion in 2007. Subscription forms 70% and advertisements 30% of the revenues (source: FICCI) Annual jeans wear is 24 million pairs in India 88 million shirts are sold in India annually and branded apparel market is Rs 40 billion

86

Case study:
Amul the Taste of India

87

AMUL- The Taste of India Born: 1946, christened in 1955 History: Originally marketed by the Kaira District Cooperative Milk Producers Union, Anand, it was taken over by the Gujarat Cooperative Milk Marketing Federation (GCMMF) in 1973

Status: Has a 15% market share in the Rs15, 000 crore milk category, and a 37% share in the Rs900 crore organized ice-cream segment. Starting with milk and milk powder, the Amul brand today covers a range of dairy productsfrom chocolates to cheese and, of course, butter Brand story: If a brands value is to be judged by the ease with which it can be recalled, then Amuls marketing campaign wins hands down. With its clever use of topical events, Amuls utterly butterly campaignit has the distinction of entering the Guinness World Records as the longest running campaignhas won the brand several accolades. Playing the role of a social observer, its weekly comments have tickled Indias funny bone since 1967, when Sylvester Da Cunhas irrepressible Amul girl first had her say. But whats kept the brand going all these years? We have changed the packag ing, our technology and our approach to mar keting based on the changing taste buds of our consumers. However, the only thing that has helped us sail smoothly is that we have not changed our core values

88

give the best quality product to the consumer, and the best possible price. It holds true in any era, says B.M. Vyas, managing director, GCMMF. In fact, it is not just the core values at Amul that have remained the same; the core team associated with the brand is still the same. Even the advertising agency hasnt changed, and Da Cunha and FCB Ulka, have played a pivotal role in the growth of Amul. This has helped us maintain consistency in our communication. Our strategy of umbrella branding has also helped establish our brand firmly in peoples minds. This, despite the fact that we do not spend more than 1% of our turnover for marketing, compared with 7-8% (spent) by most of the food and consumer product companies, R.S. Sodhi, head of marketing, GCMMF, says. From Utterly butterly delicious Amul to The Taste of India, Amul continues to be the toast of the country.

89

FAIR & LOVELY- the Brand from HUL

FAIR & LOVELY Born: 1978 History: The fairness cream brand was developed by Hindustan Lever Ltd (now Hindustan Unilever Ltd) in 1975.The product was then marketed nationally in 1978 Status: According to industry estimates, Fair and Lovely holds 80% market share in the at least Rs1,000 crore by sales Indian fairness cream market Brand story: Made to cater to the Indian market, where beauty is equated with fair skin, the launch of Fair and Lovely was met with much enthusiasm. In 1988, the brand went international, and is now available in 40 countries.

The brand has had its share of negative publicity, with womens groups calling the ad regressive. The ads, which focused on the mass aspiration of marrying well, soon moved to more progressive ones in the 1980s. The early 1990s saw the brand take on the role of enabler of t dreams. In the late 1990s, the brand message was that a woman could make her own destinya thought that was carried forward in all its campaigns. In 2007, the brand tweaked its approach to the Power of Beauty platform. With the fairness cream business accounting for the lions share of the skincare products industry here, several companies have launched fairness creams in the hope of securing a piece of the growing pie. While none were able to challenge HUL in terms of numbers, they did start eating into the companys market share with unique offerings.

90

Fair and Lovely was quick to take on competitionwith variants. So, whether it was unique offerings such as ayurvedic formulations with saffron (to combat Fairever by CavinKare Pvt. Ltd) or those that claimed to erase marks (to fight No Marks by Ozone Ayurvedics), Fair and Lovely managed to launch variants that matched, and in some cases even topped, the promise touted by the competitor. To tap the premium segment of the market, Fair and Lovely also launched Perfect Radiance. The popularity of the brand and category can be gauged from the fact that today; it even has a variant for men.

91

Brand LUX
Born: 1929, in India, as a bathing soap History: Owned by global consumer products giant Unilever Plc., the parent company of Hindustan Unilever Ltd (HUL) Status: Enjoys more than 17% market share in the premium soaps market valued at Rs6,000 crore Brand story: What is the common seductive link between Hollywood actor Paul Newman, Bollywood actors Shah Rukh Khan and Aishwarya Rai Bachchan and All India Anna Dravida Munnetra Kazhagam chief J. Jayalalithaa? They have all tried selling a soap at some point or the other. And the soap is Lux, the premium beauty soap from consumer products company HUL. Lux has been the epitome of beauty for the Indian woman and inspires all women in India to enjoy the process of beautifying without any constraints, says Srikanth Srinivasamadhavan, category head, personal wash, HUL. Luxderived from the word luxury was launched in 1899 as a laundry soap in the UK. In 1925, the brand was extended to the toilet soap category. It was positioned as a beauty soap in India, and HUL has since used successful film actors of the timesuch as Leela Chitnis, Madhubala, Hema Malini and Kareena Kapoorto endorse the product. Luxs secret of longevity has been its consistent evolutionbe it the soap colour, packaging or new variants, the brand has banked on innovation to keep its youthful image intact. Extending the soap cake to a range of shower gels, liquid soaps and moisturizing bars has helped the brand keep consumers excited and the competition at bay. What has not changed is the consistency in its communication and its positioning. Its tag linesIf its good enough for a film star, then its good for you too to Play with beautyhave conveyed the same message over the years. Lux is a brand like Mills & Boon. While the packaging and content could change, the romance angle doesnt. It taps into an emotion very close to humanitys basic needsocial interaction.

92

The brand has always hired celebrities when they have reached a certain height rather than using them at the start of their careers. This avoids the issue of celebrities overshadowing the brand, says Agnello Dias, national creative director, JWT, which handles the account.

93

HAJMOLA - the brand and it's Branding Strategies

Born: 1978 History: Owned by home-grown consumer products company Dabur India Ltd. Status: Has more than 60% market share in the digestive products markets worth Rs150 crores Brand story: Hajmola, one of the strongest brands in Daburs portfolio, was launched in 1978 with a core proposition of fun, taste and i digestion. Its tag line for years - Chatpata swad, jhatpat aaram, (tastes good, provides instant relief) conveys the products benefits simply and succinctly. Over the past few years, the brand has to move away from its ayurvedic positioning to that of a mild digestive product with a younger and naughtier image. With a category penetration of close to 80% (which means eight out of every 10 Indians have used digestive tablets), the company claims that around 20 a million Hajmola tablets are consumed every day in India. A lack of serious competition has given the brand a definite edge over the few regional and unorganized players that compete with it. The (brands) fundamental premise is a universal need. Hence, it is sustainable, says Sanjeev Malhotra, director, Alia Creative Consultants Pvt. a brand consulting firm. Another reason for Hajmolas success is that it has kept pace with the evolution of the consumer. Earlier, Hajmola was available only in glass bottles and was more of an in-house consumption product. But the introduction of Hajmola in pouches gave consumers an option of buying and consuming it on the go, says K.K. Rajesh, executive vice-president, Dabur. The brand has extended itself to candy and other forms of digestives as well. Apart from a new price point, a new format like candy (has) brought new consumers, mostly kids, into the brand fold, Rajesh adds. Another evolution strategy was the use of celebrities such as cricketer Kapil Dev in the 1980s and actor Amitabh Bachchan in recent times. This helped in giving the brand a certain status.

94

BIBLIOGRAPHY
www. sify.com www.wikipedia.org ECONOMIC TIMES Readers digest, edition May 2010 http://advertisinginindia. http://wiki.answers.com www.nokia.co.in www.colgate.co.in www.hul.co.in www.rcom.co.in www.gsk-ch.in
Super brands magazine of India, 2004

Project Author Aarti Sharma, TYBMS 2011, R.J. College

95