DOPPLEGANGER BRAND IMAGE

A doppelgänger brand image or DBI is collection of disparaging images and stories about a brand that are circulated in popular culture by a loosely organized network of consumers, anti-brand activists, bloggers, and opinion leaders.

The major motivation for creating a Doppelganger Brand Image is based on the perception that a brand is being inauthentic by claiming to be something that is not or disguising its true nature.

Some of the examples of DBI’s include Pepsi-Colas fat guy and the popular website, PeopleofWalmart.com. There are incidents where DBI affect familiar brands like Starbucks, Apple, and McDonald’s. This DBI even ignores the technological innovations of the parent company. For example, Botox Cosmetic’s, a self enhancement drug helps to remove unwanted facial wrinkles on the face. But negative stories about the drug are well circulated among consumers that it is deadly poison, leads to frozen faces and addiction. Later, the company has come out with a campaign which neutralized the negative brands meaning and gained wider acceptance among consumers.       

LuvIt. Or Not

Global Consumer Products (GCP), led by A Mahendran former MD of Godrej Group, entered the FMCG space with the launch of a new chocolate brand ‘LuvIt’. The chocolate market in India is estimated to be around Rs. 7,000 crore, which is dominated by Mondelez’s Cadbury, Nestle’s KitKat and other small player. Mondelez Cadbury has around 70 per cent share, while Nestle with 18 and Ferrero Group with 8 per cent respectively. The chocolate market is growing at a CAGR of 20 % with new players coming in.

The company has got plans to enter into beverages, personal care and many other household products. The acquisition ‘Cherio’ brand from Goodlife Ind., would enable the firm to enter into beverages segment effortlessly. Moreover, it want to make “Cherio” an umbrella brand for beverages category. The company has got plans to launch packaged drinking water, health- based drinks and dairy-based flavored milks. GCP did not rule out entering into ready-to-eat or cook products, including noodles, and snacks.

Needless to say that GCP has got an excellent and credible team, but the challenge is how the company going to establish its distribution network (pan India), will play key role in the success of the new startup.

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Note: Per capita consumption of Chocolate in India is 200 gm and in the US is 8-10 Kg.

Juzt Jelly: A New Category from Alpenliebe

Perfetti, global manufacturer of confectionary and gum, market leader in candy segment in India, has successfully created new category of jelly confectionery through its brand Juzt Jelly caught the attention of indian consumers. Juzt Jelly was launched as a sub-brand of Alpenliebe. Later Alpenliebe was moved from a sugar candy brand to an umbrella brand endorsing a range of confectionery products from eclairs, lollipops, and jelly.

As it was new category, Juzt Jelly was launched in the market through celebrity endorsement of Bollywood actress Kajol. The brand had the tagline goes like this " mast jelly ". Later the brand has taken aggressive step to animation based campaign themed Jelly ki Duniya, may be with the view of enticing its target customers i.e children. The reason could be that confectionery category consumers are kids.As of now, Juzt Jelly is offered in flavors of strawberry, orange and lychee, moreover, most of its promotions is concentrated on the strawberry flavor only. The launch of the Juzt Jelly made ITC to launch the brand Candyman Jellicious, which further contributed to enhance product category.

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INDIAN BRANDED TEA SEGMENT GROWING AT 5% CAGR

The branded tea segment is one of the highly penetrated products in India. The branded or the packaged tea market in India is estimated around 9500 crores growing at a CAGR of 5 percent. The branded tea can be classified into the packed, tea bag, and flavored tea segments and the unbranded segment includes the loose tea in unpacked or tea bag form. According to industry estimates, unpackaged tea accounts for more than 45% of value sales of total tea sold in India and which has got strong presence in the rural market. The rural market is gradually opening its doors to branded or packaged tea brands along with the aggressive promotional strategies with extensive distribution network.

Packaged tea market is extremely penetrated with multiple brands with around 300 brands, dominated by HUL and Tata tea with strong presence in rural and urban market, which together account for 30-40 percent of the total market. Undoubtedly, Unilever is major player and market leader in the Indian tea (packaged) product category. Other brands in the packaged tea segment includes Waghbakri, Duncan's, Eveready, Goodricke, GPI, Girnar,Sapat, Dhunseri, Mohini, Society, Marvel etc. Morever, new product launches are witnessing from the existing players with different flavors and variants. Recently, green tea consumption is increasing its prominence due to health conscious among customers. In near-term, green tea is going to capture its chunk in its total market share.

Libero: Love Every Moment

Here is the new player in the baby care market, with the introduction of Libero soaps, powder, and baby soaps from swedan based Svenska Cellulosa Aktiebolaget (SCA). It also offers baby diapers. SCA is a global hygiene and forest products company that develops and produces sustainable personal care, tissue and forest products. The company market its products in about 100 countries under many strong brands with sales of EUR 10.7bn. With this, Johnson & Johnson (J&J) has got severe competition from a global player, though it faces minimal competition from wipro. 

Libero is positioned as skin friendly product and emphasizing natural positioning by comparing it to mother's touch. The brand tagline is " Love Every Moment" Economic Times estimates that there are 50mn babies in the age group 0-2 years and 304.8mn in the age group of 0-12. The market for baby footwear, apparel, and baby cosmetics is estimated to be around $12 bn growing at a CAGR of 17%. The diaper market is estimated to be 2500 crore and baby toiletries market is around Rs 2500 crore.

SCA has launched a whole range of products in the Indian market with family brand-Libero. Let us watch, as to how the company is promoting its products in Indian market and how SCA is going to infuse trust among Indian parents.

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