Aug 31, 2010

Brand in focus: Macdonald’s

The world's largest chain of fast food restaurants serving more than 50 million customers daily has its signature restaurant chain and in addition to it operated by a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. 
McDonald's primarily sells hamburgers, cheeseburgers, chicken products, French fries, breakfast items, soft drinks, shakes, and desserts. In response to obesity trends in Western nations and in the face of criticism over the healthiness of its products, the company has modified its menu to include alternatives considered healthier such as salads, wraps and fruit. 

The business began in 1940, with a restaurant opened by brothers Dick and Mac McDonald in San Bernardino, California. Their introduction of the "Speedee Service System" in 1948 established the principles of the modern fast-food restaurant. The original mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was "Speedee." Speedee was eventually replaced with Ronald McDonald in 1963. 
The company has still opportunities in the form of growing health trends among consumers, Globalization, expansion in other countries (especially in China & India), Diversification and acquisition of other quick-service restaurants. Growth of the fast-food industry, worldwide deregulation, Low cost menu that will attract the customers, and Freebies and discounts. 
As a matter of fact it has also a number of threats like Health professionals and consumer activists accuse McDonald's of contributing to the country’s health issue of high cholesterol, heart attacks, diabetes, and obesity. The relationship among McDonald’s corporate level branches and its franchise dealers also being shaky due to lack of communication in certain areas. 
McDonald’s competitors threatened market share of the company both internationally and domestically. Anti-American sentiments of local communities provoke sometimes such a case like India. Global recession and fluctuating foreign currencies scenario also can be seen as a threat. Fast-food chain industry is expected to struggle to meet the expectations of the customers towards health and environmental issue. 
With the expansion of McDonald's into many international markets the company has become a symbol of globalization and the spread of the American way of life. Its prominence has also made it a frequent topic of public debates about obesity, corporate ethics and consumer responsibility. In general recommendations MacDonald’s should captivate the Asian market in the next 2 to 5 years because there are still a lot of opportunities. They should also focus on the “0” grams “Trans fat” in all its restaurants around the globe. 

Aug 29, 2010

Brand in focus: Pantene Pro-V

Pantene is a brand of hair care products owned by Procter &Gamble. The product line was first introduced in Europe in 1947 by Hoffman-LaRoche of Switzerland, which branded the name based on panthenol as a shampoo ingredient. It was purchased by Procter & Gamble (P&G) in 1985 in order for P&G to compete in the "beauty product" market rather than only functional products. 
In Pakistan the brand is currently positioning its four products. Each one is facilitating their consumers with a unique solution of a genuine problem like for who are suffering through weak & rough hairs can go for Pantene Pro-V Smooth & Strong Shampoo. The brand said in its marketing campaign, “Think your hair is too rough and tough to tame? Put Pantene Smooth and Strong to the test and your hair will have found its match. It gently detangles your unruly hair making it smooth and strong so you can be the boss again! Pantene's nourishing Pro-V shampoo formula with Amino-S, when used with Pantene Pro-V conditioner helps evenly restructure hair from root to tip detangling your unruly hair making it strong, silky and noticeably smoother in 10 days or less! Pantene is the first step to irresistibly smooth hair”.
For who which are facing hair fall can go for Pentene Pro-V Anti-Hair Fall Shampoo. The brand in this product advertising promise its consumers, “Think your hair is here today and gone tomorrow? Think again. Pantene Anti-Hair Fall strengthens each strand from the root to the tip reducing breakage up to 95% in just 2 washes. Pantene Pro-Vitamin Hair Fall shampoo formulas when used with a Pantene Pro-V conditioner leave hair healthy and strong in 10 days or less. Your hair will live on!” and for those who are experiencing split ends and totally damaged hair can go for Pantene Pro-V Milky Extra Treatment Shampoo. The product is stated itself as, “Do you believe in miracles? Watch the magic of Pantene Milky Extra Treatment. The special formula of vitamins and milky lotion penetrates into your dry and brittle hair and transforms each strand, making it stronger, healthier and full of life. It provides a complete cleaning that gives a moisturized, healthy feel to your hair with a lustrous shine from top to bottom. Keep the moisture in and damage out”.
Lastly for those who are bearing dullness in their hairs can go for Pantene Pro-V Deep Black Shampoo. The product claims that “Bad hair days will soon become a distant memory. Pantene Deep Black with Pro-V formula contains Amino-S which nourishes dry and dull hair, darkening each strand through intense moisturization from root to tip. Pantene Pro-V shampoo formula when used Pantene Pro-V with conditioner leaves hair naturally black, shiny and healthy looking in 10 days or less giving it a glow and shine you have always wished for”. The marketing is further supporting its brand with “10-Day Challenge” in which a famous celebrity stylist “Shahzad Raza” provides support to the challenger and help him/her in gaining the healthy and fit hair what a brand claims in all marketing campaigns. 

Aug 25, 2010

Brand in focus: Fair & Lovely

Fair & Lovely is a remarkable product of Unilever. This brand falls in “Personal Care Product”. The brand promises the benefit of “making complexion fairer over a period of six weeks”. The target segment for the brand is middle class women who want fairer skin. The message is conveyed in ads where women using the brand become fairer and get ahead in life by attracting men and jobs. Later on, the range of the products under the brand is extended to include: Fairness cold cream, Anti-Marks cream, Oil control Fairness Gel Cream for Deep Skin, Fairness Soap and also men’s range: “Fair & Lovely Menz Active”. 
Fair & Lovely, the largest selling skin whitening cream in the world, is clearly doing well. First launched in 1975, Fair & Lovely held a commanding 70% share of the skin whitening market in Pakistan by 2005 but this time only 35%. Because of customers who use its product regularly, Fair & Lovely has successfully launched new product formulations from lotions to gels and soaps. Fair & Lovely is marketed by Unilever in 40 countries in Asia, Africa and the Middle East, with Pakistan being the largest single market. Fair & Lovely were certainly doing well financially in past but now needs serious reformation of its branding strategies
Fair & Lovely claims to offer dramatic whitening results in just six weeks. A package sold in market displays one face six times, in an ever-whitening progression, and includes before and after photos of a woman who presumably used the product. On its website the company calls its product “the miracle worker” which is proven to deliver one to three shades of change. Ironically, despite the obsession with fair skin, dark skin is actually healthier and less vulnerable to skin diseases than lighter skin. Dark skin contains more melanin which protects it from the sun and hence, reduces the incidences of skin disease. Whitening creams pose a special risk in developing countries where dermatologists and general medical practitioners are typically not the first to be consulted on the treatment of skin diseases. 
Fair & Lovely’s heavily aired television commercials typically contain the message of a depressed woman with few prospects that gains a brighter future by either attaining a boyfriend/husband or a job after becoming markedly fairer, which is emphasized in the advertisements with a silhouette of her face lined up dark to light. It is interesting to note that in the print and TV advertisements, as the woman becomes ‘whiter’ she also becomes noticeably happier! Such advertisements have attracted much public criticism, especially from women’s groups at every place.
Unilever has countered the criticism it has received for its Fair & Lovely advertisement by saying that complexion is one of the Asian standards of beauty and that it is a dimension of personal grooming: “A well-groomed person usually has an advantage in life”. However, it seems that Unilever is not living up to these professed highest standards, at least, in the case of Fair & Lovely. Mostly on corporate social responsibility (CSR) companies are far from most large public companies, “CSR is little more than a cosmetic treatment.” Maybe Unilever needs to more actively listen to its customers and civil society to positively enhance its “Brand image”. 

Brand in focus - Levis

The Company was founded by Levi Strauss in 1853, San Francisco, California. Later on a tailor named Jacob Davis thought of an idea to use copper rivets to reinforce the points of strain on pants. Hence, Davis and Strauss purchased the patent of the idea of using copper rivets in clothing on May 20, 1873.
The innovation of the rivets in the jeans is differentiated from others jeans because of its increased durability. Over the years, Levi’s jeans have become more popular, initially due to its durability. Jean products  are expanded and targeting different consumers. Since the patent of the rivets in jeans in 1873, the company achieved monopoly power. With the lapse of time, Product differentiation and barriers to entry allowed the company to gain more popularity market share. 

Department stores and boutiques sell Levi’s products which are additional channels of distribution for the company. Levi’s provides a wide range of products that target different market segments and capture demands. 
After the release of the 501 product line, Levi’s enjoys worldwide market dominance in the denim jean market. Levi Strauss and Co. maintains its image as an American Icon and the originator of American jeans. Other branding strategies are included; the positioning of the product, created increased differentiation and contribution to the company’s market power. The firm positioned its products with changing times and changing demands, keeping existing customers and capturing new markets. Increases in sales ultimately increased profits.
Competitors successfully were able to take from Levi’s market due to heavy advertising and branding. Branding was especially effective for companies like Calvin Klein that targeted end consumers. Some of the marketing strategies that competitors like Calvin Klein used to differentiate their product and brand included: One is Celebrity endorsements such as Calvin Klein and Brooke Shields. Second is up-to-date world class product designs like low—rise and tighter. In addition to the idea of branding, Levi’s largest consumer market was Baby Boomers and by the time competitors increased in the 1980s, the Levi’s brand was perceived to be “mommy jeans”. This reinforced the more youthful perception of other brands. 
In order to maintain revenues, the company releases the Levi’s signature jeans. This product line appeals to the end consumers. In 2002 Levi Strauss  & Co. makes an agreement with largest retailer Wal-Mart as a supply chain strategy to mass-market consumers. Levi’s Signature brand is sold in Wal-Mart stores exclusively.
Continuing on the approach of profits by principles, in 2006 Levi Strauss & Co. launches the Eco clothing line. Over the years, the company maintained profits by providing a wide range of products, capturing new markets and increasing its market shares. The company created barriers to entry by patents and trademarks, and by differentiating its product from generic jeans.
However as more firms entered the market, the company started losing customers and incurring losses. The upstart companies captured niche market shares from Levi’s immense market domination. Despite these reductions in sales, Levi Strauss & Co. has maintained its corporate responsible image and progressive stance on social, labor, and environmental issues, which may have long-run profit opportunities in the future. 

Aug 23, 2010

Brand in focus - L'Oreal

Branding Strategy of L'Oreal has enabled the company to spread its' business not only in Europe and America but also in Asia. L'Oreal Branding Strategy has achieved success throughout the world. Now-a-days the company is successfully producing and selling different cosmetic products, hair care and skincare products in almost over 150 countries of the world. This has been possible because of the well established Brand Name and Brand Image of L'Oreal.  L'Oreal has been successful in promoting a worldwide Brand Identity only because of the company's powerful and efficient Branding Strategy. This successful Global Branding Strategy of L'Oreal helped the company to increase its significant levels of revenue. 
“L’Oreal” formed in France, Paris, brings the sophistication and elegance consequent from its French heritage to women and men all over the world. L’Oreal Paris offers leading-edge products that out-perform the competition to people who care more about the way they look. The passion for innovation, performance, style and a sense of premium is sum up in the customers money spending worth and also it’s' philosophy. The core values are supported by strong investment in scientific research and technology. 
The L’Oreal Group total turnover by the Paris franchise making it the company's largest division in the world. Today there are strongly established L’Oreal Paris brands across all of the key areas of the beauty market, including the Plnitude skincare range, Elvive hair care and Studio Line styling products. Other brands include L’Oreal Paris Color Cosmetics, Elnett, Rcital, Excellence, Fria, Perfect Blonde, Open, Casting and L’Oreal Kids. The Consumer Products Division in the Europe is dedicated to offering consumers innovative, high technology beauty products from global brands at competitive prices. This is delivered through a global strategy combined with a local understanding of the needs of women and men of all ages.
The L’Oreal Group has three international brands named as L’Oreal Paris, Garnier and Maybelline that offer hair care, sun care, hair coloring, skin care and make-up products. All of these available from mass market retail outlets such as supermarkets, drugstores and leading chemists throughout the world. L’Oreal Paris remains the finest mass-market brand. It is offering consumers reachable luxury for skin care through providing its consumers leading-edge products that outshine the competition. “Garnier”, on the other hand, Europe's no1 brand for natural beauty products in hair care category that offers a complete collection for healthy hair. Similarly, Maybelline offer world class quality for on screen requirements.  
The L’Oreal Group performance is marvelous due to its distribution channel too. The company focuses on “go native” strategy mean hire local firms in every country to distribute its products. Secondly, “First landing” strategy that is first commercialization is bad thing if the product is not available in a particular place. It has two bad impacts on the company: one would be if product is not at a particular place and company runs there commercials the negative word-of-mouth generate due to the consumers effortless struggle to search the product. The other is the huge advertising budget shatter due to pointless direction. The company by itself monitor, control and evaluate its channel performance especially distributors. The company follow same marketing mix foe the whole world with a little bit variation according to the economic conditions of a certain country. L’Oreal is known for its strong control over its promotion, place, price and packaging strategy, which is decided from the headquarters. For these points, only minor product adaptations are made in different countries such as labels’ languages. All controls are very frequently checked to comply with prices and selling places of the group marketing strategy. 

Aug 22, 2010

Brand in focus: Marie Claire

The perfect outfit, the perfect hair style and delicate jewellery all these things have no meaning without the perfect pair of shoes.  What better place to spend ones’ money than “Marie Claire”, the sensation of “Bata” shoes that quenches the ladies thirst for shoes. For any successful business the only thing matter for retail especially is the “Location” factor. Although, the internal shop environments like temperature, humidity, lighting and sitting issues add spice to the sales factor. 

Stylish and spacious are two words that instantly capture ones’ mind when he/she notice the huge “Marie Claire” outlet from the outside. Glass doors and windows pave way to a place that can be called a haven for shoe attractors. The interior has been minimally furnished with glass racks and white walls that are not only easy on the eyes but also help to bring attention to the real thing, off course, the Shoes.
“Marie Claire” has a vast variety of shoes which includes high heel, slip on, ballet flat, wedges and sandals. Hence, there is a shoe for every occasion. Whether it is for a formal dinner party or a casual night out “Marie Claire” will cater to all customers needs. This diverse array of shoes are elegant, trendy and comfortable, a perfect combination that is hard to get by some other place is concerned. 
Shoes are not the only thing that one would find at “Marie Claire”. Luckily, the shop also sells clutches and bags which are gracefully designed and are available in unusual colors ranging from burgundy to tawny to white. Even one can accentuate all her outfits with not just the perfect Shoe, but also the perfect bag. Moreover, ankle socks and beige stockings are also available at Marie Claire. So if one wants to cover his feet in winters without coming off as a fashion disaster then “Marie Claire” has a solution at right price. 
By and large, when one come across something that seems perfect in all respects, their offensive prices trump any plans or desires one had of buying it but such is not the case with “Marie Claire”. The shoes at “Marie Claire” start up at Rs.1000 and go up to Rs.3000 on average. Now this might seem affected to some factors but in reality it is quite reasonable. If it happens to visit some other designer shoe stores like Charles and Keith and Tracy and Belle, one had end up paying big currency just to breathe in the store instead of actually buying a shoe pair. Indeed the prices are higher than the traditional “khusas” and “chappals” but it is quite justified since the designs are unique and the variety is vast. Clutches and bags fall into the price range of Rs.1000 to Rs.2000 or so which is like what one have to pay if  went to other contemporary store like Cross-Roads.
Splendid designs, inspiring interior and reasonable prices; with this package one have think about this brand that is too good and true. The outlet has to major issue that could possibly be come with critical issues in forward directions. First one is the salesmen are lazy and too engrossed in their own world to properly assist the customers. Secondly, there is the issue of sizes. All those beautiful shoes and one still can`t buy them it’s just because there are not enough sizes available. This provokes frustration and irritation among customers who come all the way to treat themselves with a beautiful pair of shoes and end up leaving empty handed. “Marie Claire” seriously needs to probe into this issue before this could have adverse effect on its clients. 

Aug 17, 2010

Consumers’ says “be easy with copy”: It’s counterfeiting!

The supply of fake products has been growing dramatically all over the globe. Manufacturers of the original products and government find themselves in a constant battle against counterfeiters.  Preferred targets of counterfeiters are products which carry a high brand image and require a relatively simple production technology such as wearing apparel, consumer electronics, media, cigarettes, watches and toys. Manufacturers of the original products are well aware of these developments and leave no opportunity untapped to limit damages to their company’s brand reputation and profits. 
Everybody display a strong focus on the supply side, while the demand side factor is why consumers buy fake products which are neglected badly. Even if companies and governments manage to restrict the supply of fake products, counterfeiters have consistently demonstrated their abilities to find new ways to serve customers, as long as the demand is still booming. It is therefore necessary to focus more attention on the demand side in order to gain a better understanding of what drives customers to voluntarily buy counterfeits.
Counterfeiting appears in two different forms as deceptive and non-deceptive counterfeiting. Under deceptive counterfeiting the consumer is not aware of the fact that he/she purchases a copy rather than the original product and cannot be held responsible for the act. Second is the non-deceptive counterfeiting where actually consumers intentionally purchase fake products. Before further going deep down in the topic it is crucial to notice that why is actually an original brand stands for consumers? The answer is as Consumers are buying branded products basically for two reasons: physical product attributes and the intangible brand image associated with the product. They communicate meaning about their self-image and enhance their self-concept.
The above is especially true for luxury goods which are bought much more for what they mean than for what they are. The fake product might not fully comply with all the physical attributes the original product offers the image dimension of the original branded product is preserved. However, the price differential is much to the advantage of the counterfeit product.  That is buying fake products means getting the prestige of branded products without paying for it as its original worth. The second one is the price advantage itself. Third one is consumers’ behavior as they see themselves as smart shopper. Forth is people are day by day becoming weak on the ethical grounds. 
To overcome these problems some areas need more attention over the others are as: Communication Campaign, Target consumer lobbying to think positively about attitude, and realize them the difference between the weak shopper & the smart one. At last this menace habit of counterfeiting can only be control if it popularized on the global level than gradually move to local brands. The endorsed model in the branding campaign could be helpful if use rightly to convey the brand message. 

Aug 16, 2010

Internal branding use the marketing device named “employees”!

Companies have become painfully aware that sending the right message to their employees is just as important as making a good impression with customers, vendors and its investors. It is widely believed that financial rewards can be realized from a reputation built on the organizational solidity which a brand can provide. Internal Branding is generally understood as “a program for encouraging employee behaviors” that must align with the company brand strategy. 
It’s an old branding definition that it provides an identity to a manufacturer. The modern point of view is as a brand adds value to the products or services a company offers by imbuing them with emotional, social, and even spiritual resonance. Branding adds a spirit and a soul to what would otherwise be a robotized, automated, generic price-value proposition. If branding is ultimately about the creation of human meaning, it follows logically that it is humans who must ultimately provide it. 
Moreover, a successful Internal Branding cannot merely be imposed on employees, who are in turn rendered passive, powerless, and organizationally peripheral in forwarding the message to the public mean customers. Rather, firstly employees must totally believe in the brand’s higher vision, one that goes beyond the product or service being sold. They not only go along with the program but passionately advocate for this vision. Must see it as a means by which not only the company but they themselves can become self-actualized. In short, the brand must be so powerfully appealing that not only the organization but individuals within it find self-fulfillment in aligning themselves and their behaviors with it. 
Further, Advertising and marketing are losing their impact now-a-days because what is for sale is increasingly not the product or service. The marketplace moves so quickly to copy winning formulas that quality, relatively low cost, and even excellent service have become a price of entry for most of the items. When it becomes impossible for a product to compete on the basis of its functional benefits then brand becomes all important. Brands have equity because they permeate generic products and services with a unique soul. They offer the buyer a sense of meaning and identity. 
As brands are ultimately accepted as so personal so it is impossible to communicate them by advertising alone. For that matter the thing to remember is the classiest logo, the funniest TV commercial, the most accessible website, even the cleverest product placement cannot replace the human touch. Organizations of all kinds are catching on to this reality. They understand that only people can brand products effectively and that success requires a branded corporate personality that is stamped, replicated, and irrevocably marked on the inside of each and every dedicated individual whose name is on the payroll.
Ironically, the idea can work but before that certain things should be implemented on the workplace like attracting highly qualified employees and training employees to communicate a certain desired message. What is necessary from top management to do if they want ideally Internal branding to execute are as: Clarity of objective, Commitment with each consensus whatever employees do, Communication throughout the organization, Culture modification as new changes needed in the organization, and most crucial Compensation especially with employees at the time of wrong decision making. The entire factors contribute collectively on large scale of “Internal Branding”. 

Aug 14, 2010

Sweepstakes advertising technique in branding!

Sweepstakes promotions offer consumers the chance to win money and prizes in return for opening an envelope. Companies use sweepstakes to draw attention to their products and services, participation increases the growing numbers of customers. They offer legitimate sweepstakes promotions in order to gain customers’ experience with their offers. They only want it to be enjoyable for customers’ and they want them to respond. A sweepstake is actually by definition of marketing is a promotional tool or device by which items of value are awarded to participating consumers by chance, with no purchase or “entry fee” required in order to win.

Consumers often confused on a point that how companies can afford such substantial prizes. The answer is it is because sweepstakes are so successful in generating attention to their offers & substantial revenues are gained for the companies that sponsor them. Thousands of corporations give out millions of dollars yearly to their lucky customers. But there are certain rules of the game which must be implemented to fall it in the category of sweepstake like some mentioned below: Customers never have to order or pay a fee to enter and win a sweepstakes. They always have an equal chance of winning whether or not they order, it’s the law. The method by which winners will be selected by sponsor should be clear. The geographic area covered by the sweepstakes and also those areas in which the offer is void should be mentioned. A name and business address where the sponsor can be contacted. Publicity rights regarding the use of the winner’s name.
Winner selection in a sweepstakes is conducted in an unbiased manner which gives all the entries both those with and without an order and an equal chance to win. This is usually done by a random drawing. In this method entries are either picked manually by specially trained judges, or by a computer using random selection programs. If the consumer who received the winning numbered entry did not respond then the sponsor may award the prize to someone else who entered. But the decision will be at the spot at the announcement day. 

Aug 13, 2010

Useful techniques of corporate branding!

The use of a corporate brand as a master branding feature enhances its goals such as generating leverage, synergy and clarity. A corporate brand is one who stands on the name of the organization and has several other sub-brands in its brand portfolio. Particularly, a corporate brand has more potential in terms of rich heritage, assets and capabilities, people, value & apriorities, a wide frame of reference either local or global, citizenship programs or performance records.
In a good will of any organization its values and priorities play vital role in order to be successful. That’s why many organizations around the globe have their organizational values and priorities and defined them as their competitive tools as well. More famous among them are a few such as Quality, Innovation, and concerns of customers. 
A corporate brand is a bit more helpful in branding strategies than other factors as it has several benefits over others like a corporate brand has different image and association which is obviously no match with every other product or service of the organization but in order to use corporate branding it will have to make some similarities to develop some common things to relate them on a point. This technique is also very supportive when a brand has going to niche its product line according to a special customer group related to its style, personality, education, income level and social class. 
Secondly, a corporate brand can promote organizational citizenship programs in a more effective and efficient way that provide a new energy to old brands of firm & care of launching brands. Thirdly, credibility is a factor which is strongly attached to a corporate brand. Its human psychology that believability & trustworthiness is directly associated with a well-liked & expert. But to develop a corporate brand its organization who convey it not only through the products of an organization but also from its mission, goals, and values to its customers as well as employees. 

Aug 10, 2010

Online Branding Strategies - Article Marketing

Articles are the good source of information because most of the time articles are written by independent authors who provide fair and unbiased knowledge to their readers. Good articles can increase companies’ reputation and overall image.     
Article marketing is the important online branding strategy. Besides building reputation, it also helps a lot in increasing website traffic. When article marketing technique is used with the combination of SEO strategies then it works best. So following are the few important steps that marketers must keep in mind before doing article marketing.
  • Hire an expert writer or contract with some independent authors who show interests in your business and have relative knowledge and written skills.
  • Search for the good article sites related to your business and prioritize them according to their traffic rank and importance. and are two leading sources.
  • Besides these online article resources develop your own corporate blog and online community for your users and publish useful articles there. This will help in building site traffic.
  • Search for the appropriate keywords, select best ones and then place them in your articles for getting back links.
  • Work on one keyword at a time and place it only two times in an article. Must keep in mind that your article is for information purpose only not for a sales copy.
  • Publish at least three to four articles in a week. But update your corporate blog on daily basis.
  • Track your all the content and make active responses to the comments that are posted by readers.
  • Share your articles on social media websites; Facebook, Twitter, Myspace, Yahoo and Google Buzz. In this way you can attract more readers and increase the visibility of your articles.
  • Don't forget to attach a brand copy; your brand name/logo, tag line and URL at the bottom line of the article. Use the same brand copy every time in order to position your brand effectively in the minds of customers. Customers and readers can able to recall or recognize your brand only if you deliver the same massage on all the media you use for marketing.
Talk about customer problems in your articles and provide relative solutions. You can categorize your articles according to the readers' demands as well. E.g. articles about latest products and features, talk about attributes and benefits, make comparison with other brands and in the last you can write about social issues.
No strategy works best if implemented poorly, must think.

Aug 9, 2010

How “Brand Mascot” help in branding a product to sell it.

Mascots are a type of marketing that allows companies to immediately become unique even in the most saturated of niches. Mascots have several valuable benefits to them including giving the organization personality. Mascots generally create positive, happy feelings in people conditioned by when used correctly and this can do wonders for the selling techniques. Mascots can be used for entertainment value and even an attraction value.                
Mascots are there to sell the brand by promoting the business and putting a “face” to that business. There are a few important factors to remember when creating a mascot, which will ultimately help the brand, which will help the product and help the company to sell and market the goods and services.
A Happy Mascot influences Customer. Actually the things in surrounding mold feelings of human beings from inside. Having a happy mascot guarantees that even on a bad day the customers will crack a smile at such a wonderful experience. With the stress and worries revolved around everyday life people look forward at an exciting shopping experience for an escape. Usually this excitement will come through the products they purchase. 

Secondly, Bright colors attract the eye. It’s as simple as that. With a mascot with bright colors, you can turn any packaging into something eye-catching and stunning. It is a well known marketing technique that bright colors sell products. 

Be Bold (Where no one’s’ has gone before). The fact is that not all mascots have to be cute and cuddly to get someone’s attention. People love mascots that have attitude in a sense of personality. Create a mascot that will really catch people attention and keep them glued to the product. A great example is M& M’s. They’ve created profiles for their little different colored mascots and they’re a hit & not only with children but adults too. 

Make Sure the Character is Huggable especially when someone has to sell kids’ products. If company has a huggable & cuddly mascot, a kid will most likely be drawn to this mascot. The trick is to make it as cuddly as possible and to bring the inner child of an adult out as well.

Make the Brand Mascot Agile means quick & alert. An agile mascot can be used throughout the entire branding campaign. Emails, letters, websites, product packaging and the possibilities could be endless for the use of a versatile mascot

Aug 5, 2010

Brand in focus - HOM (Habib Oil Mills)

Habib Oil Mills (HOM) is one of the most trusted brand names in Pakistan and is a proven leader in the cooking oil and banaspati segment. The company produces premium brand cooking oils and hydrogenated cooking mediums and markets the products through its own distribution network. The manufacturing facility of HOM is equipped with a continuous process plant, which enables production without any human interference. HOM has an excellent in-house packaging facility which includes tin, pouch and bottle filling coupled with shrink-wrapping, induction sealing, automatic labeling and carton machine. The company has 435 plus distributors all over Pakistan, catering to approximately 50,000 retail outlets throughout the country.
Within the cooking oil and banaspati segment, the company manufactures a variety of products ranging from household to industrial and bakery food items; mainly for cooking, frying, puffing, creaming and baking purpose. HOM’s mission statement “Largest provider of healthy foods and beverages affordable by all” clearly signifies its aim to be the pioneer in providing what the consumers need. The company has successfully obtained the ISO-9002, ISO 14000 & ISO-22000 quality system certifications. “HOM” is the first company to achieve such certifications in Pakistan within the vegetable oils & fats sector.
HOM has been active and responsive. Habib Cooking Oil commenced a hearty campaign called, “Dil ki batoon ko Dil wala hi samjhta hai” last year. The main objective of the campaign was to introduce and use ‘heart’ as a communication element because it is a vital organ from which feelings are felt and emotions take birth. With having a diverse portfolio of cooking oils, HOM has recently added two more branches to its production, Habib Masala and Water. These initiatives will not only fulfill consumers’ needs but also give them a broader range and variety to explore.
The relationship of customers with Habib has spanned over 50 years. Throughout this relationship company has always endeavored to provide customers with the highest quality, which is why they have trusted and made a part of their family all products from HOM. With this confidence, HOM now brings for you recipe Masala by the name of “Habib Masala Mix”.
Customers’ benefits on using Habib Masala Mix are as: Habib Masala Mix uses superior quality ingredients hence giving every dish the real taste and aroma. Habib Masala Mix is free from the effects of MSG (Monosodium Glutamate) which is an artificial flavor that other companies are using to enhance the taste of food. Habib Masala Mix puts together time-honored traditions and modern needs. Its natural ingredients are packaged in a new nylon packing to retain the freshness of the Recipe Masala. The culinary experience is redefined with Habib Masala Mix regardless of what oil is used, enhancing the flavor, aroma and color of your food. The variants of Habib Masala Mix are available in attractive sachets for 1 kg and ½ kg meat.
Habib is a customer-centric organization. It believes in creativity & innovation for customer satisfaction. Company takes care of its customers’ taste & health requirements. It also focuses on budget cooking of its customers’ in a way through its assortments & packaging.  

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