Vivo Mobiles Replaces PepsiCo as IPL Title Sponsor

Vivo Mobiles, the Chinese based mobile manufacturer, got title sponsorship for the IPL that would boost the market in near term. Vivo, entered the indian market in last year with very low market share, and this attempt would give the company a kind of push for its marketing efforts. Vivo replaced PepsiCo for getting sponsorship for the T20 Tournment and BCCI has also announced that Vivo has been assigned the title sponsorship for IPL. This could be around Rs.150 crore deal for two years, as per BCCI official. 

Vivo Mobiles is mainly focusing on Rs 10,000 and above priced smartphones and it has also premium handsets priced above Rs 30,000. Moreover, the company is positioning itself as a premium brand. Vivo want to focus more on the offline retail to give better customer experience.The company aims to sell more than two million smartphones in the country. Moreover, the company intends to set-up an assembling plant in the country.

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Coca Cola to Launch Fuze Tea in India

In a move to widen its portfolio of healthier beverages, Coca cola is about launch Fuze range of teas in india,($1 billion global brand), after the launch of Coca cola zero last year. The fruit-juice based Fuze tea would compete with HUL’s Lipton ice tea, a venture between HUL and PepsiCo.

Coca cola has got ambitions to enter into packaged tea category since its venture with Nestle was called off. The ready to drink tea segment is estimated around Rs.100 crore. Industry experts are of the view that the current move would reduce its dependence on carbonated and also de-risks seasonality of beverages.

Fuze tea will be introduced in 250 ml pet bottles priced at Rs 30 each. In the first phase, the company would be launching its Fuze tea in Bengaluru, Chennai and Hyderabad, Goa and Delhi.

Raymonds Ropes in Farhan Akhtar as Brand Ambassador

In an attempt to boost the sales of its deodorants “Park Avenue”, Raymonds group has roped in Farhan Akhtar, as Brand Ambassador.  The group is of the opinion that Farhan will appeal to young consumers as he stands for substance and integrity and aimed at rejuvenation of brand. 

The deodorants market, which is valued at Rs.3500 crore with more than 1000 brands competing each other. The group want to take the leverage of its brand Park Avenue which has got huge reputation in the grooming sector. However, the group aims to take its market share to new highs from existing seven percent. Moreover, the group plans to enter in to hair care and skin care segments. The deodorants is part of its FMCG segment JK Helene Curtis (JKHC).

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Liril Relaunched

Liril is back with its old jingle.  HUL relaunched its Liril soap, its Iconic brand with its classic jingle and iconic imagery of a girl in a waterfall by Karen Lunel.  Earlier in 1990’s the brand was positioned on various themes and it was diminished. Now the brand is back with its original theme “freshness” and the tagline is “Freshness is back”.  Relaunch of this brand may bring back the memories to millions of customers, but one has to watch as to how well the brand targets the next gen people.

Relaunch of this brand may bring happiness to its once loyal customers, but frequent change of positioning had given a bitter experience to HUL and it was a great learning for brand managers. 

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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.