brand wars

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Brand Wars

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this is about ad wars between rin and tide , complan and horlicks

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Page 1: brand wars

Brand Wars

Page 2: brand wars

Introduction It is a sales promotion technique that compares the products

or services of one undertaking with those of other competitors.

It is designed to highlight the advantages of the goods or services offered by the advertiser as compared to those of a competitor.

It drives sales by comparing the features or services of a brand with that of its closest competitor.

Page 3: brand wars

Brand War Reasons

Some of the reasons for brand wars are:

To generate attention and larger number of views.

To make certain claims that they are better than their

competitors.

A creative way to show that competitors claims are not

sensible.

Page 4: brand wars

Rin Vs Tide

VS

Page 5: brand wars

Introduction of Rin It is a product of HUL. Rin was launched in India as a bar in

1969 with the iconic lightning .

Rin powder was launched in 1994 as Rin Power White.

The advertising campaign 'ZARA SA RIN' which means 'just a

little of Rin' achieves superlative whiteness.

This was hugely successful in establishing a superior brand

image in the consumer's mind.

Page 6: brand wars

Introduction of Tide

It is manufactured by Procter & Gamble.

The brand in India was launched with only two types of

products namely Tide detergent and Tide bar.

Consumers believe that white clothes once dirtied or stained

can never look new again. Tide wanted to change this very

belief of the consumers by bringing to life the Tide dirt

magnets property.

Page 7: brand wars

The War Begins Initially Tide was trailing behind Rin but since 2007, sales

picked up, and its market share rose posing a threat to HUL whose share started eroding.

In December 2009, P&G Home Products introduced Tide Natural, a new version of Tide, at a price lower than HUL’s Rin brand targeted at the rural segment.

Competitive intensity had increased after the launch of Tide Naturals by P&G in the mass segment.

HUL had responded with aggressive price cuts in Rin and a formulation change and thus the war begins.

Page 8: brand wars

Price Wars In Jan 2004 new Rin powder was launched with double

whiteness proposition.

Rin was priced at Rs. 42 for 1 kg pack, and Rs. 20 for 500 gms and Rs. 10 for 250 grams.

Seeing the bold & confident move from Hul and realizing that pricing being of one reason for not being accepted by market even P&G slashed the prices of Tide.

The Price was brought down to Rs. 23 for 500 gms as against previous price of Rs. 43 , Rs. 50 for 750 gms as against Rs. 70.

Page 9: brand wars

The Ad Campaign

Rin launched a commercial in 2010 comparing Rin and Tide

naturals.

In the ad the boy using rin questions “AUNTY CHAUNK KYU

GAYI?” with the obvious reference to tide caption “CHAUNK

GAYE !”

Thus claiming better whiteness than tide naturals at an

affordable price.

Page 10: brand wars

Tide Vs Rin P&G takes HUL to court over Rin advertisement.

The practice of pulling down rivals in one’s marketing

communications is not new in India, yet, the ad took the

industry by surprise because it was an open war declared by

one powerful company against the other.

P&G has filed a case in the Calcutta High Court

against Hindustan Unilever's new ad campaign, which openly

challenged the superiority of its product Rin over P&G's Tide.

Page 11: brand wars

Marketing Strategy The price wars enabled P&G to popularize the brand and

increase the penetration.

Tide had found its formula highlighting its whitening power

against HUL’s Rin which has the same positioning.

On the other hand war entered a new episode when HUL

launched its “RIN SAFEDI KI CHALLENGE” campaign .

Apart from this there is also a layer of celebrity power in

the form of bollywood actor Kajol as an additional punch .

Page 12: brand wars

Horlicks Vs Complan

VS

Page 13: brand wars

Introduction Horlicks has been a popular brand in India since

1930. The Horlicks available has been scientifically developed and specifically caters to the nutritional needs of the Indian diet. Horlicks alone enjoys 50% of the Health Food Drinks market.

Complan was launched in India in 1964. Complan – the Complete Planned Food in a Drink – is formulated as per the World Health Organization (WHO) guidelines suggested for growing children.

Page 14: brand wars

Product Positioning Horlicks initially positioned itself as food for convalescing and a

nutrient supplement for kids only.

Later on it introduced other variants to reposition itself from children segment to other segments.

Its brand image too have changed from a boring health drink to something that is nourishing& enjoyable.

Complan proclaims itself as a Complete Planned Food for growth´with 23 nutrients.

Later it gave up its comparative positioning & tried to match the product claim & the customer needs.

Page 15: brand wars

Target AudienceHorlicks

Earlier Horlicks believed, white drinks are

for the entire family in contrast to the

browns, whose prime target audience is

children.

It targets mothers for its nourishment and

kids for its great taste and variety.

Page 16: brand wars

Target AudienceComplan

Complan mainly target growing children

because children need adequate and balanced

nutrition to help them achieve their maximum

growth potential.

Complan is also ideal for busy adults

(especially housewives and rushed office-

goers), expectant and nursing mother, elderly

people and athletes.

Page 17: brand wars

Range of products

Both Complan & Horlicks are

available in different flavors in

different package sizes with different

price points.

Page 18: brand wars

Overall viewBRAND MANUFACT

-URERTARGET MARKET

SHAREPRODUCT AVAILABI-LITY

CLAIM

GSK Children, women, pregnant women & elderly people

50% >5lac retail outlets

"Children have become taller, stronger and sharper. The Horlicks challenge – now proven.

HEINZCADBURY

Growing children,athletes,busy adults

17% >7lac retail outlets

Grow faster with Complan.

Page 19: brand wars

Marketing StrategyHorlicks

Initially, horlicks was just a nutritional drink positioned

only for the sick patients and mal nutritioned.

But later it repositioned itself as “complete nutritional

drink”.

With the slogan “HAPPONG , OPPANG , CHAPPONG” .

It again improved itself to “TALLER, STRONGER,

SHARPER”.

It soon came up with Junior Horlicks , Mother’s Horlicks

and Horlicks Lite thereby pulling in new customers.

Page 20: brand wars

Complan Milk has a unique position in the consumer’s psyche.

It positioned itself directly against milk. The ad said, “YOUR

BODY NEEDS 23 VITAL FOOD, “MILK GIVES 9 COMPLAN GIVES

ALL 23 NUTRIENTS”.

The strategy went through a radical change. It was now

decided to position it-not by competitor-but by target user

and usage occasion.

COMPLAN is complete with 23 vital foods for the body. It

repositioned itself as a drink fulfilling the nourishment

needs of people who cannot or do not eat enough.

Marketing Strategy

Page 21: brand wars

The Ad War The Complan boy goes on to say, Mine makes me Taller' with

the show of measuring up the height on one's shoulder at the

Complan ads, the Horlicks boy replies, “MINE MAKES ME

TALLER, STRONGER & SHARPER”.

The Complan boy then says, “MINE COSTS RS. 170” and the

Horlicks boy replies, “MINE COSTS ONLY RS. 131”.

Horlicks thus highlighted the nutritional content and price

gap between the two brands, and showed Horlicks as a better

and more inexpensive health drink.

Page 22: brand wars

Conclusion As you all know that “Every coin has two sides”

Similarly comparative advertisements are important and beneficial from the consumer’s and producer’s point of view only to the extent it is providing information about the product and making them aware.

On the other hand comparative advertisements are not beneficial if advertisers comparisons are false & misleading.

Page 23: brand wars