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Breeze and Lifebuoy

Written by Angshu on 12:52 PM


Breeze

Breeze is the value-for-money soap for the ‘Striving’ or the mass segment. As per HUL website it is for the ‘women of rural India’. Consequently the soap is offered in colorful and fragrant varieties: Rose, Sandal, Lime and Rajnigandha. The brand stands for ‘beauty at an affordable price'. To provide more value for money Breeze claimed to provide the benefits of both soap and shampoo and its tagline was ‘Ab Shampoo Ka Kamaal Saboon Se’. Now the value-for-money theme remains but the tagline has changed to ‘Scent Ka Kamaal Saboon Mein’.






Lifebuoy
This is another HUL soap brand for the ‘Striving’ or mass segment. This more than 100 years old brand is used by more than 500 million people across India. It is also world’s largest selling soap brand. Consequently HUL has the following vision for the brand: ‘Making a billion Indians feel safe and secure by meeting all their health and hygiene needs’.
 

Other than the main sub-brand Lifebuoy Total these are its other sub-brands: Lifebuoy deofresh – targeted at freshness, Lifebuoy nature – containing all the goodness of nature and Lifebuoy care – for sensitive skin. From the brands introduction to India long back in 1895 till date the positioning of the brand remains: ‘Healthy and Hygienic Soap’. Earlier the brand targeted mainly male segment but of late Lifebuoy is targeted to the whole family. This shift is clearly evident from the change in ads – earlier the ads featured men playing outdoor games like football and volleyball and consequently the famous jingle of Lifebuoy was ‘Tan darusti ki raksha karta hai Lifebuoy, Lifebuoy hai jaha tan darusti hai waha’. With the target changing to whole family the focus of the advertisements of the brand shifted from body odour to germ killing and hence the new taglines ‘100% suraksha’ and ‘Koi Daar Nahi’.

Over the years, though the brand communication has changed, still the main theme of the brand remains ‘Health’. This will be evident the two ads Lifebuoy – first one at the time when the brand began its Indian journey and the last one is after a century of the first one.
1900s:


1940s:


1970s:


2000s:

[To Be Continued...]


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ITC Brands in Paper and Other Category

Written by Angshu on 6:32 AM



Classmate

This brand caters to stationery products, an industry that ITC entered in the year 2002. It offers products like notebooks, long books, drawing books etc. The target segment for ‘Classmate’ is the ‘school goers’. Recently the brand extended to launch a new range ‘Classmate Fun N Learn’ which targets the children segment. Recently under the classmate brand ITC has launched branded pens in selected markets. One of the tools to promote the brand is ‘Classmate Young Author & Artist Contest’ which is successfully running for last five years. The tagline for the brand is: ‘Inspiring Young Minds’ aptly pointing out the target segment for the brand.

Paperkraft

This ITC brand also caters to stationery products. But while ‘Classmate’ caters to the target segment of ‘school goers’, ‘Paperkraft’ targets ‘college students and executives’.
Consistent with the target segment above ad depicts a college-goer using ‘Paperkraft’ product. The tagline of the brand is: ‘The Power of You’.


Expressions

This is another ITC brand in the stationery segment but this caters to the greetings card category. The tagline for the brand is ‘If it’s in your heart, it’s on the cards.’ The website of this brand www.itcexpressions.in seems to have rather less content and not as good as other ITC sites mentioned earlier and seems not being updated with latest content. ITC also has a range of aromatic candles under ‘Expressions’ brand name.


AIM

It’s the ITC safety matches brand. The tagline for the brand is: ‘Ultra Slim Matchbox’ – so the focus is on the functional attributes of the product only. ITC sources the product from small-scale sector and uses its marketing and distribution strength to bring the product to the consumers. ITC has many other brands in the segment like: ‘i Kno’, ‘Aim Mega’ and ‘Aim Metro’. But still the product is quite undifferentiated and till date being considered as a commodity.

Mangaldeep

It is the agarbattis (incense sticks) brand from ITC stable. The business model for this is quite similar to AIM in the sense that these are also sourced from small scale sector and ITC markets and distributes the product. The tagline for the brand is: ‘Poori ho nirmal prarthna’ or ‘Ensuring Purity in Prayer’.

Cigarettes

ITC is the market leader in this segment with many top brands like: Insignia, India Kings, Classic, Gold Flake, Silk Cut, Navy Cut, Scissors, Capstan, Berkeley, Bristol and Flake. Advertising for cigarettes is prohibited in India as per the legal rules.


[To Be Continued…]
 
Copyright © TNMG 2009. All Rights Reserved.
To watch ADs of various ITC Brands VISIT: TNMGTube


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