Professional Documents
Culture Documents
Ral Branding
Ral Branding
Ral Branding
Early mover advantage Takes time to discover the core benefits of a product Mahindra village, Escorts village Word-of-mouth satisfied progressive farmer
Brand stickiness low in low involvement products soap & toothpaste High in chawanprash, skin creams, hair oil, shaving cream Understand preferences of different segments not a pan India approach Emotional connect (tea with spices)
Fake Brands
Major issue Bonds for Ponds Fair & Lonely for Fair & Lovely Likeboy for Life buoy Increased awareness Demand for brands not met distribution Gap filled by spurious brands
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Brand name
Pack appearance Manufacturers address Price
Original
Replica Original MRP
Mis-spelt
Identical Incomplete 40% less
Different
Similar Own name 10-15% less
Margins
Quality Intent
200 300%
Very poor To cheat
100-150%
Poor To mislead Unaware Only literates Discounts
60-70%
Reasonable To freeload Want cheap product Majority Schemes
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Primary level protecting product Secondary level Aesthetics & sales appeal
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Packaging Material
Tetra Pak
Aseptic food preservation methods allow processed food to keep for long periods of time without preservatives, as long as they are not opened. The aseptic packages are typically a mix of paper (70%), polyethylene (LDPE) (24%), and aluminium (6%), with a tight polyethylene inside layer. Together the materials form a tight seal against microbiological organisms, contaminants, and degradation, eliminating the need for refrigeration.
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Plastics in packaging
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Convenience
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Packaging Aesthetics
Bright colours Lifebuoy Lal saboon Tiger biscuits image of a tiger Distinct lettering, local language Image, symbols convey products benefits
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Godrej ChottuKool
Waterless Toilets
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