MARKETING: When it comes to creating a buzz in F&B products, a change of design helps. The next time you visit your neighbourhood supermart, make sure you pay a visit to the beverage aisle. Increasingly, that section of the store has started resembling more of a fashion ramp than a drinks retail segment. And the same might be said for the ice cream and packaged foods aisles. Brand dressing and packaging innovation is fast becoming the food and beverage industry’s favourite indulgence. But sitting pretty atop the retail showcase is not the sole function of the new, improved products. Within the last two months, Amul has re-designed the packaging of three of its products – ice creams, cheese and shrikhand. While making the product more attractive and eye-catching is the primary reason, for Amul the innovation in packaging also carries another message – widening its target audience and being a crowd puller at the retail outlets. “We wanted to broaden our target audience to include the youth. So, we decided to change the look of our brands to attract this segment. Plus, in the competitive market and with organised retail coming in, our products need to look attractive in order to stand out from the rest on the shelf,” says R S Sodhi, chief general manager, GCMMF (Amul). When Dabur Foods introduced the tetra pack for its juice range Real, the company made an investment of Rs 3-5 crore. Thereafter, every time the company innovates on its packaging design, it spends a minimum of Rs 15 lakh. Take this time, for instance. The Real range has been re-designed once again, with more colour, more activity and more appeal at a cost of almost Rs 18 lakh. It’s an investment that others like Coca-Cola, Frito Lay, Britannia and Nestle enjoy making. This April, Coca-Cola launched the new look Limca, curvy and seductive. Called the Limca Splash bottle, the company affirms that the decision behind the new bottle was to give it a better grip, for the consumers… and over the market. “The curvy bottles in Limca and Fanta have been re-designed so that anyone drinking from them can hold the bottle better,” says a Coca-Cola spokesperson and adds, “but it also builds excitement around the brand and any kind of excitement is bound to increase sales of the product.” Good looks always sell, as do unique ones. Probably the mantra for Britannia when the company completely changed the look, design and packaging of its mass market biscuits – Milk Bikies. Frito Lay too drove its packaging towards a more international look when Lays chips were filled into cardboard containers…armed to fight it out with its close competitor, Pringles. “Any product in the market, from mobiles to computers is constantly evolving as a design. So, our products also have to evolve from having a functional to an emotional connect with the consumer and this is possible only by design innovation,” asserts Sanjay Sharma, general manager, sales and marketing, Dabur Foods. One of the highlights though is the Nestle yoghurt, which has not only undergone a design makeover but even been re-christened from Nestle Fruit ‘n’ Dahi to Milkmaid Fruit Yoghurt. Packed into a charming new cup, the yog-hurt has also witnessed a price increase, much like the Real fruit juice from Dabur. Explains Sharma, “The global commodity prices have witnessed an increase, which is why we had to increase prices too. But we only timed the price increase to coincide with the change in product package design.” He, however, admits that companies may at times use design innovation to disguise price increases. The strategy seems to be helping companies and the consumers in making decisions on what brand suits their design sense best. Ask Sodhi, who reveals that the demand for Amul’s shrikhand has seen a definitive improvement after its package design was changed and you know what you eat – or drink – is a function of aesthetics.
Coca-Cola’s Kinley: Revamped packaging
Apart from new packaging, a new piece of integrated communication, sporting the new packaging and tagline, ‘Boond Boond Mein Vishwas’, has also been rolled out. This is the first concerted effort for the brand in the past three years.
The bottle now comes in a new ‘easy to hold’ shape; and the label has changed from the previous blue to a transparent one.
Kinley was launched by Coca-Cola India in the end of 2000. In the eight years of existence, this is the first time that the brand has reconsidered its packaging. Says Avinash Pant, director, marketing, still beverages, Coca-Cola India, “It’s not only about a new look, it’s more about the functionality. The transparent label conveys what the brand stands for.”
Talking about Kinley’s communication over time, Pant reveals that apart from talking about purity, the communication has also managed to connect with the audience in an Indian manner. The importance of water in life has been talked about too.
The ‘Boond Boond Mein Vishwas’ concept has been with Kinley for five years now. In the first three years of the brand, the communication was more about safety and how a packaged-drinking-water brand needs to be trustworthy enough for the consumer to accept it. The communication evolved with time and with the changes in the category, Pant says.
Talking about the TVC, Titus Upputuru, senior creative director, O&M, Delhi, the agency which handles the creative duties for the brand, says, “The creative depicts that those whom we really know and trust have nothing to hide. This feature of trust and purity is equated to the quality of Kinley packaged drinking water.”
Upputuru revelas that the brand had a successful campaign some years back (Koi Rang Nahi, Koi Aakaar Nahi) and Coca Cola was looking at refreshing the premise of the communication.
Coca-Cola India today announced the launch of the new integrated marketing communication initiative “Vishwas Karo” (Start trusting) for its packaged drinking water Brand- Kinley. The latest communication takes the core idea of ‘Trust’ to a next level by urging people to start trusting in their inherent goodness and let go of their suspicion and disbelief. The communication emphasizes on the fact that decision to choose trust over doubt has the power to transform our lives and makes our world a better place to live. The all new communication is an extension of Kinley’s earlier campaign “Boond-Boond Mein Vishwas” (Trust in every drop) and is designed to Kinley is all set to have a broader conversation that touches life at large.
Bournvita has a unique taste which combines the goodness of malt and chocolate. It gives the child physical and mental alertness resulting in a healthy body and an active mind. In turn this gives the child the confidence to succeed in life.
In 2001 Bournvita, complete with new packaging and design was re-launched. It had many firsts. Bournvita introduced a pet jar (shifting from the old glass bottle). It introduced shrink-sleeved packaging (from the old jar labels). There was a complete re-design of the logo. A loyalty programme, in the form of a Bournvita Nutrition Centre, dedicated to counselling mothers on her child’s daily nutritional needs was opened. It was Bournvita’s way of showing it cared.
7UP now in `Curvy’ bottle
New Delhi , April 17 : business line
Soft drink 7UP from the PepsiCo India stable has launched a new marketing campaign Curvy.
The soft drink, which is available in new packaging, has actress Mallika Sherawat endorsing the product.
Also promoting the new packaging is 7UP’s mascot – FIDO DIDO.
Ms Punita Lal, Executive Director, Marketing, Pepsi Foods Pvt Ltd, India, said: “We are pleased to present the new 7UP Curvy bottle which spells style, aesthetics and differentiation.
A unique, packaging solution with stylish contours, 7UP Curvy is unlike anything we have seen so far in India. We are positive that the cool new 7UP Curvy bottle will help consumer connect with the youth in a better way”.
The new 600 ml PET packs are available at Rs 20 and will be rolled out in all key metros and select markets. The launch is being supplemented by outdoor marketing efforts such as live hoardings, radio, television and the Internet.
The company has also launched a `Mallika’ MMS campaign. The campaign is supported by a contest that promises 50 lucky winners to meet the actress.
PepsiCo India has brought in a change in the New Year – an icy lemony look for its brand, 7Up.
A switch in design template – a change in the packaging, including the label and the can – has been undertaken for the brand. The brand’s packaging was last refurbished towards the end of 2006. “A conscious decision has been taken to take the look to newer heights of lemon refreshment. The lemon cues and lemon colour codes have been heightened in the visual codes.”
The hard-sellers of Hindustan Lever Limited (HLL) are at it again. This time it’s the toilet soap Lifebuoy that has come under the scalpel. Last week, when the Rs 10,604-crore fast moving consumer goods behemoth announced the relaunch of its Rs 500-crore soap brand, it decided to do away with Lifebuoy’s carbolic soap form. It’s a radical move, given that the soap’s carbolic nature has been Lifebuoy’s claim to fame for more than a century. Says Sanjay Dube, category head, mass market, detergents profit centre, HLL, “The brand was re-engineered to achieve dramatic growth. As consumers evolved there was an increasing need to make Lifebuoy more relevant.” What prompted a shift away from a winning formula? Well, simply that it’s stopped winning market share for Lifebuoy. For years, the Indian soap industry was familiar with only three categories – premium, popular and carbolic. Premium brands constituted products like the glycerine soap Pears, sandal soap brands like Mysore Sandalwood, others like Lux International, Cinthol International and the rest, which were priced at Rs 11 and above. Popular brands like Margo, Hamam, Lux Beauty Bar, Cinthol and others fell in the price range of Rs 7 to Rs 11. Carbolic soaps like Lifebuoy and Nirma Bath came at the lower end with a price point below Rs 6. In the mid-1990s, this structure altered a bit when vegetable oil prices slid 40 to 50 per cent, giving manufacturers a huge cost advantage. The result of this was the creation of the “discount segment”, which offered soaps 10 to 15 per cent cheaper than the popular segment. Positioned in between the popular and carbolic categories with brands like HLL’s Breeze, Godrej’s No 1 and others, the discount segment provided some froth to a stagnating market. By then, consumer preference had shifted way beyond Lifebuoy. According to HLL, in the past consumers were less aware of soaps, had limited needs like a basic cleaning soap and had fewer choices to make in the marketplace. This was even more true in rural areas which contributed to more than 70 per cent of Lifebuoy’s sales. Importantly, it was the man in the household who took the decisions with respect to the purchase of toilet soap. With television advertising highlighting the array of choices that was available from the mid-nineties onwards, the demand for soaps became more sophisticated. No one just wanted a value-for-money cleansing agent any longer, they wanted fragrance too. Naturally, the cresylic-perfumed Lifebuoy found itself out of favour. To add to this, women had begun to assert their choice in toilet soaps, so the masculine imagery which Lifebuoy had projected thus far was destined to stay out of favour. From the affordable option that it was always seen as, Lifebuoy soon found itself side-stepped as a one-of-the-many and not-for-me brand. But for the company, Lifebuoy was one of its most coveted brands, not least because of the huge equity it enjoyed in rural India. To leverage this large equity of the brand, HLL went down the research route 18 months ago. It tested new product formulations, perfumes and packaging options among 6,000 consumers, evenly divided between rural and urban consumers. For instance, six options of fragrances were tried out. Finally the combination that stood out among both the core consumers and the source of growth customers (who would come from the discount soap category) was launched in the form of a new product. Today Lifebuoy has shed its crude looks of a red brick to a gentler look and feel that is similar to the contemporary soaps. Even the manufacturing process has moved from the hard soap – where the oil was reacted through alkalis and then cast – to a milled soap (the oil is now broken into fatty acids which is converted into soap). And the total fatty matter (TFM) content of the new version of Lifebuoy has been increased from 41 per cent to 72 per cent (soaps with 80 per cent TFM are known as full TFM soaps). Says Dube, “We have made a deliberate shift from the male and his victorious concept of health, to a more versatile benefit for the entire family. This will strengthen Lifebuoy’s benefits of health among larger sections of consumers.” The relaunch is backed by four television commercials. One deals with a sleepy town where change is a rarity – till the “changed” Lifebuoy comes along. With a line Lifebuoy badal gaya hai, the commercial ends with the familiar Lifebuoy hai jahan, tandurusti hai wahan. Three more commercials, all set in small towns, focus on Lifebuoy’s health benefits in order to appeal to mothers and feature a doctor as the protagonist. Will the new milled soap with a health fragrance and in two versions, Lifebuoy Active Red and Lifebuoy Active Orange, clash with the company’s existing Lifebuoy extensions, Lifebuoy Plus and Lifebuoy Gold? HLL executives are quick to point out that the extensions, which were relaunched in September 2001 under the International platform (a strategy similar to the company’s other soap brand, Lux), cater to an urban audience and offer specific benefits. Dabur- Chyawanprash
Dabur India has roped in cricketer MS Dhoni as the brand ambassador for its flagship healthcare brand, Dabur Chyawanprash. The brand has also gone through a packaging change.
(Dabur plans to leverage Dhoni in its product advertising in print and mass media, the first campaign for which is expected to be launched on November 10, 2008, nationwide. Announcing Dhoni as the new youth ambassador, VS Sitaram, CEO, (consumer care), Dabur India said, “We, and our consumers, believe that there is a great fit between what MS Dhoni stands for and what consumers expect from Dabur. We look forward to a match winning partnership between Dabur and Dhoni.”)
The new campaign featuring Dhoni makes an aggressive attempt to establish the relevance of Dabur Chyawanprash in an increasingly tough and demanding lifestyle, for youngsters. The new attractive packaging — in the form of a leaf and the use of bold red colour — suggest growth, energy and rejuvenation of Dabur Chyawanprash.
Products with same packaging over the years:
Nilon’s Pickle Range:
The 400 gms/500 gms Premium Pickle Bottles are offered in a wide range of tastes
* Green Chilli
* Stuffed Red Chilli
* Sweet Lime
* Gorkeri [Sweet Mango]
* Kerela Vadu Mango
* Gujarati Choondo [Sweet Shredded Mango]
* Madras Mango Thokku
* Andhra Avakaya Mango
* Karnataka Cut Mango
* Andhra Gongura and Tomato
The following flavours are available in 300 gm pack size.
* Mixed Vegetable
* Hot Onion
* Green Chilly
* Cut Mango
* Mango Thokku
* Mango Ginger
* Mixed Thokku
* Carrot Thokku
* Red Chilly
* Green Tamarind
* Green Tamarind Red Chilli
* Gongura Red Chilli
* Sweet Gener
* Tender Mango
* Mint Leaf
* Curry Leaf
* Coriander Leaf
* Sweet Mango Chutney
* Lime Thokku
Pravin Pickles are available in all major shops in variety of packs from 200 g to 5 kg
* Lime Hot Thokku
* Mixed Pickle Punjab
Priya offers 36 variants of pickles. These come in two variants – with and without garlic.
* Cut mango
* Gongura onion
* Gongura red chilli
* Sliced green chilli
* Green tamarind
* Green tamarind red chilli
* Lime in lime juice
* Lime ginger
* Mango thokku
* Mixed vegetables
* Mango ginger
* Red chilli
* Sweet garlic
* Sweet ginger
* Sweet mango chutney
* Tender mango
* Gujrat godkari
* Jaggery mango
* Lime in oil
* Mango avakaya extra hot
* Green chilli in mustard oil
* Lime in mustard oil
* Mango in mustard oil
* Mixed vegetables in mustard oil
Delight pickles in Rs. 2 and Rs 5/- packs
Delight Pickle Range available With and without Garlic Amla Gongura Mango Delight Coriander Gongura red Chilli Mango Thokku Cut Mango Green tamarind Red Chilli Mango in M.Oil Drumstick Karela Mixed Vegetables Ginger Lime Mixed Vegetables in M.Oil Red Chilli Tomato
Sweet Pickle Range Jaggery Mango Sweet Mango Chutney
Ramya pickles: Priya is committed to glory and diversity of Indian taste. Ramya thus caters to the tastes and preferences of the north Indian population. Available in 1kg bottles and 5kg cans, in following flavours:
Ramya Pickles Range Green Chilli Mango Lime Mixed Vegetables Red Chilli Tomato
Sanjeev Kapoor’s: Khazana range of pickles:
Sanjeev Kapoor’s Range of Pickles Sanjeev Kapoor’s Khazana range of Pickles have been created after extensive research and trials We bring to you tasty and authentic Indian regional fare at the family table day after day…night after night. 1 Green Chilly Pickle 250 gm 49,00 2 Chilly lime P Chilly lime Pickle 300 gm 49,00 3 Hot lime Pic Hot lime Pickle 300 gm 49,00 4 Mixed Pickl Mixed Pickle 300 gm 49,00 5 Punjabi Man Punjabi Mango Pickle 300 gm 49,00 6 Chatak Chill Chatak Chilly Pickle 300 gm 55,00 7 Lime and Fr Lime and Fresh Turmeric Pickle 300 gm 55,00 8 Turnip Cauli FTurnip CauliFlower Pickle (Gobi Shalg 300 gm 55,00 9 Gorkeri (S Gorkeri (Sweet Mango Pickle) 330 gm 55,00 10 Chhundo (S Chhundo (Shredded Mango Pickle) 350 gm 55,00 11 Sweet lime Sweet lime Pickle 350 gm 55,00 12 Stuffed red Stuffed red chilly Pickle 250 gm 65,00 13 Garlic In Bri Garlic In Brine 300 gm 65,00 14 Hot Garlic P Hot Garlic Pickle 300 gm 65,00 15 Cut Mango Cut Mango Pickle 300 gm 55,00 16 South India South Indian Mixed Pickle 300 gm 55,00 17 Tangy Toma tTangy Tomato Pickle 300 gm 55,00 18 Thokku Lim Thokku Lime Pickle 300 gm 55,00 19 Andhra Ava Andhra Avakaya Pickle 300 gm 55,00 20 Baby Mango Baby Mango (Vadu) Pickle 300 gm 55,00 21 Thokku Mna gThokku Mnago Pickle 300 gm 55,00 22 Hot Mango Hot Mango Pickle 200 gm 27,00 23 Mixed Pickl Mixed Pickle 200 gm 27,00 24 Punjabi Man Punjabi Mango Pickle 200 gm 27,00 25 Hot lime Pic Hot lime Pickle 200 gm 27,00 26 Sweet lime Sweet lime Pickle 200 gm 27,00 27 Hot Mango Hot Mango Pickle 1 kg 99,00 28 Mixed Pickl Mixed Pickle 1 kg 99,00 29 Punjabi Man Punjabi Mango Pickle 1 kg 99,00 30 Gorkeri (S Gorkeri (Sweet Mango Pickle) 1 kg 155,00 31 Chhundo (S Chhundo (Shredded Mango Pcikle) 1 kg 155,00
PICKLES Packing (A) PICKLES IN BOTTLES gms X Bottles 1. Mango/Mix/Lime/Chilli
3. Mango/Mix/Lime/Chilli 500 g. x 11
200 g. x 18
1000 g. x 12 4. Garlic Pickle 200 g. x 12 5. Mango/Mix/Lime (P.P.) Standy Pouch
6. Mango/Mix/Lime/Chilli (P.P.) Standy Pouch
7. Chunda Pickle (PP) Standy Pouch 200 gms.
100 gms. (B) PICKLES IN PLASTIC 5 KG. JAR 8. Mango/Mix/Lime/Chilli (Pet Jar)
9. Mango/Mix/Lime/Chilli (Ruchipurna White Jar) 5 kg. x 1
5 kg. x 1
ADF Soul: Pickles made in Virgin Olive Oil: Pack size: 300gms
* Green chilli
* Red chilli
* Chhundo – 360 gms
* Gorkari – 360 gms
* Garlic – 300gms
* Chilli – 300gms
* Lime – 300gms
* Mixed – 300gms
* Mango- 300gms