Tag Archives: Brands

Run Mumbai Run!

I finally got my running number (14330) bib from WTC today. Yes, I am still running the half marathon. Although I did not write anything in terms of updates on my preparation for race day after the first post, I have somewhat done some training in the past week and more (ya, I know it is not enough). Anyway, the bib collection counter was at WTC (Cuffe Parade) at the Get Activ Expo. I had no clue what this was going to be. 

I went there half expecting to see just a few counters handing out the bib and my goodie bag :). However, it was a whole marketing machine at work there. The Expo was an entire hall at the WTC and all the sponsors had their own stall. The bib collection stall was at the absolute corner to make sure you pass each and every stall on your way to collect your bib. The bib collection itself took a couple of minutes and then later I was directed to get my time chip verified and collect my goodie bag. I did not stop at any of the stalls as all of them were a bit crowded. There were quite a few deals on running equipment by Nike, Reebok and the event sponsor Basic.

Coming to the goodie bag. Every year SCMM gives away goodie bags to all the participants when they collect their bibs. This goodie bag contains all sorts of stuff that a health conscious or a self conscious person would require for their daily needs. This year, the goodie bag is bigger than ever with goodies worth Rs. 450! So, effectively, you can pay Rs. 300 as entry fee for the Dream Run and get goodies worth 450! I however have paid Rs. 500 for my half marathon.

This is a very nice way of giving away free samples. You as a marketer are assured that the person getting your sample is someone who can spend a minimum of Rs. 300 on what is basically a pleasure activity. In a country like India, I doubt there is a better way of distributing free samples. Also, you are assured that a minimum of at least 75% of the participants are those who care about their health. The target is acquired. Apparently, Marico and HUL have spent around Rs. 14 and Rs. 27 lakh each with Piramal Healthcare spending a massive Rs. 50 lakhs on free samples. Only time will tell if it is really worth the money spent for the brands. My money spent however is totally worth it 🙂

The following are the items that I found in my goodie bag:

1 Packet of Aliva Crackers (Classic Salted) worth Rs. 12
1 Water Bottle sponsored by Kingfisher
1 Trial-pack of Sugar-Free Gold
1 30 gm trial-pack of Quaker Oats (Strawberry)
1 20 gm pack of Kuber namkeen worth Rs. 5
2 Nasal strips from Breathe Right
1 15 gm pack of Hippo chips (thai chilli) worth Rs. 5
1 20 gm pack of Bingo Mad Angles (Achaari Masti) worth Rs. 5
2 Sample sachets of Volini Gel
1 100 ml bottle of Clear Anti-dandruff shampoo worth Rs. 69
1 400 ml bottle of Minute Maid worth Rs. 20 (with a free Kitkat worth Rs. 5)
5 Mint-o Gol Mint Chew worth Rs. 2.50
1 Sunfeast Marielite worth Rs. 5
1 bar of Nature Valley's Cruncy Granola (Oats and Honey) worth Rs. 15
1 RitBite nutrition bar (Merry Berry) worth Rs. 15
1 Parachute Advansed aftershower gel worth Rs. 35
1 Lacto Calamine Classic worth Rs. 11
1 Lacto Calamine Aloe Moisturiser worth Rs. 32
1 Sample sachet of Nivea for Men Moisturiser
1 Dabur Gulabari gulab jal worth Rs. 12
1 Pack (8 capsules) of Supractive Complete energy supplements from Piramal Healthcare
1 Fridge magnet from Standard Chartered telling me to get my eyes checked
4 Information leaflets. One each from Quaker Oats, Lacto Calamine, RiteBite and Nature Valley

So, on to tomorrow when I attempt to complete my 21 KMs. Yes, that is all that I am trying to do, complete it.
Advertisements
Tagged

Most creative logos from 2009

We have learnt a lot in theory about what a logo is and how it is important. One can go into further detail of designing a logo and what aspects of a logo are important and vital to attract maximum attention. 

Below are a few of the most creative logos from 2009 compiled by CreativeFan. You have to view their full list of 20 logos! Just click here.

8fish_mBridges_mCf_mHorror_mMc_m

Tagged ,

Multiple positioning of brand Dove

Dove has always been a brand that has been associated with something special. It signifies treating your skin to a better product which everyone cannot afford. Dove has always maintained this positioning strategy (which makes sense as Dove is more expensive than other soaps too and not everyone can afford it). However, recently after the launch of their range of other Dove products they have changed the positioning of the original Dove product.

The recent TV ads for Dove talks about the benefits of Dove and shows a girl in her early twenties as a user as against their usual use of an educated english speaking, working woman. This strategy has shifted now to the hair products. The new ads for their hair care range has women talking in english (one with an accent even) about how they have stopped hair fall by using the Dove products. So they are now saying, that Dove soaps are not really that aspirational any more. Even though it is the same product and costs the same amount if not more expensive, more people can afford it and it would be better to show the benefits for everyone rather than show ‘very well to do accented english speaking middle aged women’. So, the product I guess has moved on to the next stage of the PLC.

BCG Matrix anyone?

Tagged