SUNSILK

Fresh new launches and re-positioning efforts didn’t go unnoticed. The brand however did!
If there’s a fresh look on your local grocer’s dull shop shelf, perhaps its got something to do with the jazzy new Sunsilk packs. The brand received some fresh makeover in 2006 and launched a range of products like the ‘9 to 9’ lotion and drove the nation wild with the first ever of its kind ‘Gang of Girl’ community. It also launched the ‘damage repair range’ in 2007. It’s repositioning as a top end brand with the launch of hair care solutions rather than following the usual shampoo-oil routine, worked decently to boost Sunsilk’s brand image and it did prove successful to some degree.

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Rising racing

Moreover, the company has caught on to the rising racing and rallying inferno in the country, adding more value to the MRF brand. Moreover the company is instrumental in changing the way tyres are being sold in the country, by initiating the tyre saloon concept (MRF Tyre & Service) – all tyre services by trained professionals under one roof, helping MRF to further boost customer loyalty. However, competition from other tyre biggies in the sector – Ceat, Apollo, Goodyear – has been taking a toll, but with 25% market share, MRF continues to be a leader in the sector.

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

CADBURY’S

The real taste of life in Palampur, in true Cadbury ishtyle. That’s what the offerings comprise...
So what do women love more than jewellery? You guessed it right, chocolates, and when you talk of those sinful dark slabs, it’s only the blissfully ignorant who’d not automatically conjure up the Cadbury brand name. From sweetening childhood memories to festive celebrations to sending marriage invites, Dairy Milk, 5 Star, Perk and others have been helping people celebrate just about any occasion with kuch meetha ho jaaye. While initially the brand positioned itself on the lines of ‘a gift for someone you love’ in the Indian market – the last few years have seen a virtual change in positioning, with an impressive deck of ads, which had dollops of emotional connect.

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

HCL

While other IT majors have begun to impress with flamboyant statements, HCL is stuck with a fuddy duddy image
This company virtually gave birth to the Indian computer industry, three loooong decades back. Cut to the present, HCL is still very much a proud Indian. Talk about low-end computers or high-end business solutions, the company practically has it all. The brand spans the entire infotech and digital spectrum today. Talking on the brand virtues, an HCL spokesperson told 4Ps B&M, “The single most important factor that has contributed to the success of the brand is differentiation.” Shiv Nadar, Founder, HCL, further adds, “What we have built across technologies, is the legitimacy and ability to be there.”

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

HDFC

Aditya Puri is confident that FY08 will be great for the banking sector...
You open a grocery shop in the name of HDFC; take our words, it will give the godfathers in the business a nightmare. As a brand, HDFC breeds trust and integrity that gels with the consumer psyche. Says Renu Sud Karnad, Executive Director, HDFC Ltd., “Integrity, transparency, trust and professional service are important pillars of the brand HDFC. And most importantly, people (both employees and customers) are our brand ambassadors.” Be it life insurance, banking or asset management, HDFC has generated tremendous clout in all these businesses. “Since most of HDFC’s Group companies are in financial sector, the power of the HDFC brand and the values associated with it, has had a significant bearing on these companies. (Also) the Group companies’ own efforts to align with HDFC brand values, has helped each of them succeed in their respective fields,” adds Renu. An umbrella brand that has nurtured all under it – is the reason why HDFC has skyrocketed from 52nd position last year to a commendable 9th rank this year. What’s more, HDFCas a brand has been created via ‘word of mouth’, sans any overdose of jarring advertising, which perhaps attaches significant doses of customer loyalty to its strong brand identity. Market buzz is rife that HDFC Bank may merge withthe parent soon, can you imagine the sheer size of their combined might then? A mind-numbing $18 billion!

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

MOST INFLUENTIAL BRAND OF 2006-07

• Airtel
• Google
• TATA Group
• HLL
Airtel changed its branding strategy last year and is riding high on the terrific response - influential you might say. Google ripped through its competitors’ market and has grown from a mole hill to a search mountain earning loads through ads - influential again! The Tata Group which has championed cross-border deals and has further announced a Rs.1.2 trillion investments in India over the next few years – influential! And finally, HLL through its CSR acts and product launches – do we need to repeat? Well, ok – influential to the core!

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative