Brand Launch : Mahindra Gusto

Mahindra launched 110 CC scoter in 2014 with "Gusto" brand. Of course, its going to compete with leading players like Honda Activa, Hero Maestro, TVS Jupiter and others. 

Gusto was positioned on car-like features. The brand claims that it has got car-like features like remote key, height adjustable seat, LED pilot lamps and  Find lamps. Usually, car owners look down upon two wheeler riders. May be this compelled Mahindra to position its brand Gusto on this theme of car-like features. Hence, the Gusto campaign features the same, showing car owners surprised when they see car-like features in Gusto.The brand tagline is "Kisi Se Kam Nahi". Even the ad campaign also showcase "Gusto" is having robust engine and body, which it wanted to convey public through this tagline. 

        Certainly, Mahindra did differentiated its two wheeler brands Gusto, Centuro with its innovation. Of course the brand is a pioneer in offering car-like features in two wheelers. But, there is immense scope to easily imitated by competitors. The company is focusing all its efforts to grab a little market share in scooter segment. Personally, I opine that the design & style was absolutely aesthetic and was not imitated from somebody else. As per my friends reviews, the performance of the vehicle was good and has got comfortable riding experience along with reasonably good mileage that makes "Gusto" best choice in scooter segment/ or a buy if someone looking to buy a scooter from pure Indian players.      

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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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