Friday, July 14, 2017

Happy Socks – For the Sockaholics

Consumer behaviour quite often puzzle marketers very much. It evolves and evolves even faster than one could imagine. One such category is the life style. The trends and fashion keep on shifting as companies grapple with the change. For instance, if we consider men’s formal attire, the whole idea of formal is transforming and now people use perfect blend of formals and casuals together. A formal shirt with a casual trousers or vice – versa is well accepted. The traditional plain shirts as a symbol of formal attire are now replaced by shirts with stripes or even some designs. A shift in consumer behaviour among men is louder than ever before. The affinity towards colours among men has improved over the years.

Recently, a significant change is visible in the outfit of men. Instead of wearing grey or black socks they are now happy wearing coloured as well as patterned socks. Socks are a sort of liberation for men as they are not exposed. Their need is satisfied without losing their face in front of their peers (read boss or client). They feel relaxed gazing at it besides rejuvenating them (as their personal crave for freedom is fulfilled). This led to a revolution in the sock industry.

Happy Socks was one among the pioneers to articulate this need and they came up with a wide range of coloured socks. They were for the Sockaholics and follows their vision to turn an everyday accessory into a designed colourful item that also spreads happiness. The company succeeded in making socks a fashion statement among men.

Even though, Happy Socks primary target is men, they have socks for women as well as kids in their kitty. The socks are available in different colours and different patterns. Designs in the patterns are very unique for example a cocktail socks have a picture of a cocktail glass, spoon and lemon imprinted on the socks. Likewise, there are socks like Royal Enfield logo socks, Royal Enfield flag socks, arrow and heart socks etc. The price is a touch higher than any branded socks available in the market. A pair of socks is priced at INR 399/- except for Royal Enfield socks which is priced at INR 499. Keeping just two price points limits the complexities in pricing. The product is available in both online and offline stores. As of now no promotional campaign have been initiated by Happy Socks in India which I feel is a lost opportunity as competition has intensified of late in the socks space.




As the buying behaviour shifted big brands like Raymonds are now featuring coloured socks along with their formal suits in their catalogues which typically points to the prospect awaiting. But will this be more than a fad? Can Happy Socks rely only on this? In fact they already moved to underwear products in foreign markets. Will Happy Socks survive in India? Let’s wait and watch.

Monday, March 27, 2017

Banjara’s – Silent but Audible

It is noted that successful brands usually are loud and visible. Be it an MNC company or a home grown company this happens to be an unwritten norm. The companies try out multiple ways to reach out to the customer and stay relevant in the competition. But brand Banjara’s is an exception.  To me it is a brand which discerned the hush means of winning hearts. Vishal Personal Care Pvt. Ltd., a twenty year old company own this promising brand.

Vishal Personal Care at first launched a line of herbal powders in the brand name Banjara’s way back in 1993. Even though the market was not so fascinated with their powders they were able to develop an Ayurveda/ herbal association. There existed a niche market which helped them stay in business for more than a decade. But, the changed conditions forced Banjara’s to grow beyond herbal powders and thus the brand progressed to personal care segment.

In India Ayurveda is now a hot industry. MNC giants like HUL, Colgate – Palmolive to Indian players like Dabur, Patanjali are in the race to gain market share. Entry to such a market is in fact a risky affair. But Banjara’s are slowly matching to the completion through some carefully crafted marketing.

Banjara’s follow a range branding strategy, providing hair oils, herbal hair colours, skin creams, face wash and face packs under the Banjara’s brand. The unique aspect of the brand to me is that they tried to give a different message by withdrawing fairness creams after the initial launch. Brand was audacious to say that beauty is not in skin colour.  

The tipping point to me is pricing of the product. The brand is sold at affordable prices and that’s also the unique selling proposition used by the company. The brand is available in all retail chains as well as online portals like Flipkart, Amazon, Shopclues etc.


A prominent player in South India, Banjar’s recently forayed into other parts of the country. What strategy company adopt will be quite interesting. But for sure they are very silent but extremely audible in the personal care market in India.

Friday, February 24, 2017

Racold Water Heaters – Moving an Emotional Way



As on May 2016, the water heater industry in India is valued at Rs 1,500 to Rs 2,000 crore and is expected to grow to about Rs. 12,000- 15,000 crore in the next five to ten years. Thanks to high disposable income, improved standard of living and rising awareness among consumers regarding benefits of branded water heaters. The gradual inclination of consumer towards electric water heaters is a major shift from traditional water heating methods such as boiling, immersion heating rod and gas water heaters. Since the availability of gas is difficult the gas water heater market is somewhat stagnant. Electric water heaters now rule the industry while solar is gaining momentum. 

Racold, over the years placed itself as an undisputed leader in the water heater industry. Even though the market is in a nascent stage the competition has existed from branded as well as unbranded products. The success of Racold is attributed to their product portfolio. Be it any category of water heater viz. electric storage or instant water heaters, solar water heaters or gas water heaters Racold is present there. The pricing is a bit higher from competition but it provides value for money.

The technology of water heaters is not rocket science. So the brand is positioned in an emotional way rather than rational. The target market as per the company is male, between the ages 24-45, belonging to SEC A and B.  The brand never talks about benefits of the product but benefits of hot water which is really a unique approach to sell. By changing their tag line from ‘Hot Water Specialist’ to ‘Reborn Everyday with a Hot Water’ explains the intent of the brand to develop a close knit relationship with the consumer. 

Their new campaign ‘#PowerOfHotShower’ depicts a clear message in line with their positioning. It is always tough to make a rational product like water heater reach out to consumer and convince them to buy. To me Racold have succeeded in doing so and that helps the brand remain in top.

Monday, February 13, 2017

Alpenliebe Juzt Jelly: Fun with Jelly Bottles



Perfetti Van Melle India over the years have cemented its place in the confectionary market in India. According to a Euromonitor study, Alpenliebe was the most preferred by adults and children, and accounted for a significant value share. The company is illustrious in its innovations in products as well as communication.

Jelly is always a nostalgic category for consumers. Even though Jelly based confectionaries were common in unorganised market it enticed consumer attention after the launch of Boomer Jelly in 2012. Various others chewing gums also started including Jelly as an ingredient. But Perfetti was a category creator. They created Jelly as a category by launching Juzt Jelly in 2012. They still remain on top with around 50% market share in the category. As a Sub brand, Juzt Jelly easily jells with the proposition of Alpenliebe i.e. ‘irresistible’. 

They brand further got extended to Juzt Jelly Fruity Bears which was an innovation of its kind. The prices were fixed at Rs. 10 and Rs. 15, through which the company elevated the jelly category to higher price points. 

Very recently Perfetti launched “Jelly bottles” in cola and mango flavours for its Juzt Jelly brand. Unlike other variants the company claim that they are made of 25% fruit pulp. The new Jelly bottles are attractive double coloured jellies, offering a delicious fruity treat in snacking bags. Pricing is the same as Jelly Bears. 

The recently launched TVC (New TVC) affirms the irresistible proposition of the Alpenliebe brand. Even though they are the undisputed leaders, Perfetti has democratised the Jelly category. Due to this a flurry of jelly products are now available in the market apart from ITC Candyman Jellicious. So sustaining the market share will be a challenge for Perfetti in the long run.

Monday, January 9, 2017

Good Knight Roll – On – Category Breaker




Knowing your consumer is the hallmark of all successful brands. But the level of consumer understanding differs which decides whether a brand is enduring or non - enduring.  Godrej, a 119 – year old company lives on this. The brand enjoy a prominent position in the mind of the customers.
Godrej, over the years has been an undisputed leader in the home insecticide market. Good Knight mosquito repellent is moving way ahead of its competitors in sales volume as well as innovation. Good knight took a variety of forms from a coil to liquid to paper. All were instant hit in the market. The flip side is that all these products are in home.

Various research found that mosquito bite during day time causes Dengue, Chickungunia etc. Moreover, kids are more vulnerable to these bites. Good Knight very recently unveiled Good Knight Fabric Roll – on which is an innovative solution for the above.  The product is a roll – on which can be applied on the dress of the kid and can protect the kid from mosquitoes for 8 hours. Since the product is hardly three months old, the fate is uncertain.


To me the brand is building upon its established identity and tries to be a complete solution for mosquito bites. Before segmentation, the category (read household insecticide) has been divided into in the home and out of the home. Good Knight Fabric Roll – on fits into the second category. A 50 gm pack can be applied daily on two children for 30 days. The Roll – on is targeted to two segments viz. kids (infants to age 12 – 13) and mothers. Since, the product is 100% natural the company promises no skin allergies or side effects. Despite, being a lone player in the category the pricing is reasonable (50 gm for Rs. 75). The Roll on comes with a hole on top which helps you to hold it in a key chain. 


A study by AC Neilsen found that only 30% of the population in India are regular users of even perfumes and deo sprays. So it will be tough to create habit. The TVC (see the ad) developed is trying to address this challenge. The message also urges the kids to go out and play (since kids today play more of indoor video games or watch TV). To me the stage is perfect for Good Knight to earn a healthy market share of the new category till competition emerge.