Tata Sky V/s Dish TV

Message is same, Things are same, and Execution is also same… But, the only differences are “way of conveying message as well as Target group. Guess!!! Which brand can be? It is the only one brand which is being an ahead by conceptually & innovation as well as being used an advance technology. The brand is “TATA SKY” Direct to Home Service provider (D2H), followed by Dish TV (Zee Entertainment Enterprise Ltd. Group).

At present, Dist TV brand is market leader (on the base of highest subscriber), while Tata Sky brand is leader by being an introducing innovative & consumer’s convenience service. Yet, no any brand has beaten to Tata Sky in terms of various offers & service. Tata Sky has strong brand equity & also providing offer where consumers are getting “Value for money”. Its efforts shall be always towards understanding the consumer’s demands & try to be fulfilling their needs and demand.

Tata sky brand has already been created strong brand image with the punch line of “Isko Laga dala to life jinga la la”.

Total Market Players: - Dish TV, Tata Sky, Sun direct, Videocon d2H, Airtel Digital TV, Reliance Big TV.

Website Link: - http://www.tatasky.com/tv-guide.jsp  (TV Guide Day wise)

Tata sky has released TVC campaign as well as innovative services since Jan. ’12 to Sept.’12 like:

(1) Promotional offer pack (Poonch ne mein Kya jata Hai – i.e. Nothing loss by just asking)

(2) Tata Sky mobile Access

(3) Relocation across India service

(4) 24x7 hour call center service

(5) On - time service

(6) 3 Day grace period

(7) Payment Reminder

(8) Package Advisor

Now, again it has come up with different target group & conveying the same message by innovative way.

Target Group: - Old couple in new TVC campaign

The new TVC campaigns are released on:-

(1) Parental Lock Feature Service:

(2) Relocation across India service

(3) Program guide & make fixed position of those channels which you want to watch

(4) Pay for only those channels which you want to watch

(5) Day wise TV Guide of all channels

(6) And, also tied up with Bollywood movie “English – Vinglish” which has been released 3 weeks ago where Tata sky is being promoting “Tata Sky Active English service”.

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(1) http://www.youtube.com/watch?v=nqjbnXy6-_w  tata sky (Parental lock / channel lock)

(2) http://www.youtube.com/watch?v=UuPDsgYWfAs&feature=relmfu   (Relocation across India)

(3) http://www.youtube.com/watch?v=-g6MaVQtSyk&feature=relmfu (Tv guide / program guide)

(4) http://www.youtube.com/watch?v=THwXjcMIZSc&feature=relmfu (Make your own pack)

(5) http://www.youtube.com/watch?v=qIBACUIk1FA (Tied up with English-vinglish movie)

Brand Analysis: - Today, Tata Sky’s aim is not only reach their service to single segment but also they trying to reach for Old (Age wise) consumers too. They also desire the same services which are being getting by young one (Including married couple). And, old one are not used to with advanced technology & advanced features.

Thus, hereby Tata Sky is trying to capture different target market where it is generating & offering same service which has already been either introduced in market or having well knowledge about it by young one.

The storyboard is about character ‘Dabbu” whose having “Tata Sky” and conveying single message that “Aapke pass Tata Sky nahi Hai na! (Don’t you have Tata Sky?). Tata Sky has been used first time old couple series in every campaign & offering service like parental lock system, TV Guide Day wise, Pay for Fixed channels, Relocation across India etc.

Such various services has never been launched by other competitive brands, Most of the competitive brands are playing with “Price Package” where many consumers are price conscious too. However, Tata Sky is on 2^nd positive & followed by Dish TV.

As a brand Tata Sky’s attempt always appreciated where consumers are getting or facing something new. As well, so far overall strategy execution is being always appreciated not only for Tata Sky brand but also major all brands of Tata Group.

Share your Views … Don’t you have Tata Sky? 

Big Bazaar 'SWAGATAM DIL SE (Welcome by heart)....

“Swagatam … Swagatam…Swagatam Dil Se (Welcome…Welcome…Welcome by heart)”, initiated by one of the largest hypermarket brand “Big Bazaar (A Brand of Future Group). New Campaign has been released two week ago on festive season. In India, Diwali is one of the biggest festivals which will be coming by Nov.’12 where Indian people are celebrating New Year.

Major all companies have already been started branding as well as Festive promotional offers / scheme. Especially, companies are making strategy with the consideration of effective promotional offer. Because, now-a- days consumers are becoming not only price conscious but also quality & brand conscious too. They prefer all of these factors while buying. Therefore, companies are introducing various promotional offers where consumers feel “value for Money”.

Big Bazaar is playing key role to make innovative promotional offers campaign since its launching. It is always trying to capture all class of consumers including lower-middle, middle, upper, and upper-middle. Big Bazaar is having core competency that always introduced innovative offer where consumers are feeing genuinely “Value for money” as well as satisfied themselves. 

As such like Tata brand is connected with Indian people, Big Bazaar is also connected with Indian people and celebrating all festival from heart.

In July ‘12, Big Bazaar has been introduced “The great Indian Kitchen Festival, whereas in Aug.’12 Big bazaar has been introduced 6 days Maha-Bachat (Big saving) on Independence Day. And, now it has introduced various promotional offers for upcoming (Nov. ’12) festival Diwali.

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(1)  http://www.youtube.com/watch?v=MzmQcfmA-dQ  (2 year ago TVC)

(2) http://www.youtube.com/watch?v=wVt-qjteVbE  (1 year ago TVC)

(3) http://www.youtube.com/watch?v=5M1AmGnJQsA   (1 year ago TVC)

(4) http://www.youtube.com/watch?v=-1xsxIyqXQI  (1 year ago TVC)

(5) http://www.youtube.com/watch?v=VFqzjrAx1gY  (2 week ago – 2012 TVC)

Brand Campaign: - The TVC Campaign “Swagatam Dil Se (Welcome by heart), which is conveying message that all Festive related things are available at Big Bazaar. This campaign is being released since 3 years. Message is being same in every campaign, just change the ad film strategy & role models.

The strategy is being used in latest campaign that covered all types of consumer’s starts from children, teenage, youth, grandmother to mother etc. It is showing that all festive related things like jewellery, cloths, kitchen ware / household / furniture products, electronics items etc. are available at Big bazaar. And, campaign ends with Voice over saying “Apno ka muh bahot bar mitha kya hoga, par is bar unke Dil mein Mithas badhaiye” Swagatam Dil Se, Swagatam big Bazaar mein” i.e. (You have been given many times sweet to your  relative/closer one, but this time you give more sweet in their heart . Welcome by heart, Welcome to Big bazaar).

Even though, I personally visited at big Bazaar store on 21^st Oct. ’12, where “Swagatam Dil Se’ banner has been kept outside the mall, Swagatam carpet has been stick on the every floor means they have been created festive atmosphere & by heart welcome to all consumers. Swagatam Dangler has also been hanging out everywhere inside the mall.

Big Bazaar has already been built up strong brand equity in the mind of consumers. And, its name quickly comes on tongue of consumers rather other hypermarket competitors. Yet, no any competitors have been started aggressively campaign for Diwali festive. Major hyper market brands are in India like Star bazaar (Tata Group), More (Aditya birla group), Bharti Wal-mart, Reliance mart, D- Mart etc. against Biz Bazaar is standing & leading in India.

Let’s See How Festive Sales impact will be come?

Share your views, Swagatam Dil Se (Welcome by heart)…

Surf Excel V/s Ariel = Remove Toughest Stain

Today, brands are desire to become leader in its subsequent segment, and trying to come with either an innovative concepts (including unique promotional scheme also) or by taking re-position. Now a days majority brands are preferring to take reposition in market & then offering strategically in order to generate awareness, brand position & recover tap as well as untapped target market.

If we talk about Indian detergent powder market, two giant FMCG company’s brands are dominating in India in detergent powder market. As well, both company’s brands are competing very strongly. 

The brands are: - RIN detergent powder (Hindustan Unilever Ltd.) V/s Tide (P & G). Both are targeting middle class or lower middle class consumers, as well as for family. Other competitors are Ghari detergent, Nirma, Hipolin, Henko, Ujjala & many more local brands. However, major market has been dominated by RIN & Tide whereas Ghari detergent is followed by RIN & Tide.

Surf Excel (Hindustan Unilever Ltd.) V/s Ariel (P & G). Both are targeting especially children, as well as these are premium brands.

Especially, RIN & Tide are fighting very aggressively by offering competitive price & pack size, innovative campaign , consumers offer etc. Whereas Surf Excel & Ariel are more focus on product uniqueness or it can say that core competency of product along with its punch line. 

Every detergent brands having single goal i.e. “overcome stain from cloths”. It is most important that how brands are conveying message to consumers? How brands are showing its unique features, quality & result orientation?

Recently 2 weeks ago, Surf Excel & Ariel both brands are roped out with new television commercial campaign. On one side Surf Excel is being taking reposition for its brand “Surf Excel blue” whereas other side Ariel is being taking reposition by showing unique features in Ariel Family Tree.

Brand Analysis:-

(A) Surf Excel Family Tree: Sur excel Matic – for washing machine, Surf excel bar, Surf excel quick wash and Surf excel Easy wash (Surf Excel Blue is now Surf Excel Easy Wash).                                                                                                                

               

Surf Excel Blue

    Surf Excel Easy Wash

Tagline: - Daag Achche Hain (Stain are good). Tagline is very much effective and consumers are enabling to identify brand from tagline. Surf Excel having strong brand position & brand equity in Indian market.                                                    

Website Link: - http://www.surfexcel.in/category/products/

Advertisement Link: - http://www.youtube.com/watch?v=G_p2yx_Uv9k

Surf Excel has been released campaign in order to generate awareness about new packaging & change the brand name i.e. Surf Excel Blue is not Surf Excel Easy wash.  The ad film is shown that mother is saying to her son to bring “Same to Same pack” i.e. mother is showing Surf Excel Blue pack to son. And, son is reaching to shop, he is showing Surf Excel Blue pack & saying to lady that he wants “Same to Same pack. While lady is giving Surf Excel pack, suddenly boy is being refusing & again demand for “Same to same pack” which has been shown.

Lady is replying to boy that “Same to same pack but better”. At the end of campaign, boy is also conveying same message to his mother that Same to same but better. And, Voiceover is telling Surf Excel blue is now Surf Excel Easy wash which is overcoming toughest stain from cloths within few seconds.

Surf Excel Easy wash is showing feature: overcome toughest stain from cloths within few seconds.

Conclusion: - Overall campaign is good. But, we can easily identify one small weakness i.e. the word “Par better (But better)” which has been used in TVC campaign. It may give little negative impact in the mind of consumers that Surf Excel Blue was not better if Surf Excel Easy wash is claiming that about “but better’.  It can be show as simply way Surf Excel Blue is now Surf Excel Easy wash. Competitor brand i.e. Ariel has been taken a right time opportunity and it has also been released new television commercial.

(B) Ariel Family Tree: Ariel complete - shine like new, Ariel anti bac, Ariel 24 hour fresh, Ariel matic - for washing machine.

Tagline: - Chamak Rakhein Naye Jaisi (Keep Shining like new). Punch line is effective but consumers having know-how about Ariel brand & when they are going to buy Ariel detergent powder, they are clearly demand by using brand name “Ariel”.

U.S.P.:- Now, new Ariel brands range is covered up “Bar + Blue + Brush” that removes toughest stain from cloths and keep shining like new.  

Website Link: - http://www.ariel.in/en-IN/Products/variant.aspx?product=Ariel

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http://www.youtube.com/watch?v=ZUyJR29YN7c  (Ariel Matic detergent for washing machine)

http://www.youtube.com/watch?v=TpYMg2HVyKo&feature=relmfu  (Ariel Complete)

Ariel has been released two campaigns Ariel Complete & Ariel Matic from its brands range. The Ariel Complete TVC has shown where brand is conveying message that now Ariel having energy of “Bar + Blue + Brush” that removes toughest stain like of mud, ice cream, tea etc.

Whereas Aril Matic has been tied up with LG washing machine as an expert & Ariel Matic is being using & established as washing machine detergent brand & performing well to remove stain. The TVC has shown that one ball has been made of fabric cotton cloth which is being passed through mass people. They are giving challenge to consumers that you can pass ball through the spot of ice cream, tea, mud & chocolates. Then after, they are being showing live demonstration of Ariel Matic & Normal / local brand.

During the demo, Ariel Matic has been shown directly competitors’ products whereas Sur Excel also having Surf Excel Matic brand as washing machine detergent powder. At the end of TVC, brand has been shown whole brands range which has been covered up by “Bar + Blue + Brush”.

Here, it can also say a small weakness is that TVC campaign shown LG as an expert for washing machine detergent category. Consumers may be understanding differently like Ariel Matic will be working well only whose having LG washing machine. Henceforth, it should be require changing as strategically point of view.

Now Ariel became “All in One” brand for detergent powder segment.

Let’s see which brand will remove toughest stain in Indian market.

Share your views…