Finally, the right brew?

Lavazza’s attempts to gain synergies from Barista seem to be working well so far

Just as Indians developed a growing passion for eating out, they have also developed a phenomenal penchant for coffee. The land of tea drinkers has indeed created an exorbitant café market of Rs.8 billion (according to Technopak Advisors) and the organised coffee chain in the urban market is growing at a breakneck 35% per annum. It is no surprise that the organised coffee chain has been brewing hot over the past few years. But interestingly, successive owners of Barista have failed to take the heat.

The company has been through three changes in ownership in a time span of just six years, and four CEO changes in a time span of five years. A coffee chain started by Amit Judge of Turner Morrison, Barista was sold off to Sterling Infotech Group (65% stake for Rs.300 million) and to the Tatas (remaining 35%). Maverick NRI businessman – C. Sivasankaran, who owned Sterling Infotech, has a penchant for acquiring companies but no intention to hold them for the long run; even the Tatas. So the Tatas sold off their stake to Sterling and finally Sterling sold it to Italian coffee major Lavazza....Continue

Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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BRAND : Ansal API

BASELINE : Building Lifestyles since 1967
4Ps TAKE : The real-estate sector is booming and most construction companies are advertising wisely and aggressively – making hay while the sun shines, of course! Then, isn’t it ironic that despite its 40th year in the construction biz, Ansal API’s print ads in red & black still look so bland and uninspiring. No wisecracks, no striking visuals, instead only a body copy full of achievements listed in a boring, monotonous manner. Even the visuals appear to be cut and pasted from some award function’s invitation card. Well, we are only left wondering whether the minds behind this ad, really used their minds in the first place. Bleak words and visuals apart, they clearly forgot to position the product, leaving no reason for the consumer to keep the brand recall intact. Raising skyscrapers is no doubt commendable and bringing smiles to millions, even better. But a humble request to Ansals: If you sincerely wish to promote yourself, make an effort and flip through the 7 commandments of advertising. The rest will follow automatically.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

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

BRAND : Shark Tooth

BASELINE : Lead the way
4Ps TAKE : For those who don’t know about Shark Tooth, let us give you a background first (because after seeing this horrendously misleading ad, you won’t be able to gather anything, anyway). Almost a year back, Diageo launched Shark Tooth, a Vodka which comes in two variants, Shark Tooth and Shark Tooth Extra. And this surrogate ad of Shark Tooth does literally nothing to add value to the brand. The story board is hardly related to the product in question and the script is as unrealistic as it can get. A couple of businessmen are asking people to vacate a house near a seaside, when hero-Shiny Ahuja enters and asks them to buzz off. The adamant men ask Ahuja to show them the boundary-line of the house, our man whistles and a shark comes racing from the sea and creates a boundaryline on the land. Now how lame is that! Apart from the forced association built between the brand name and the unwanted shark, there is zilch else that makes even a bit of sense in this TVC. Hello! Learn the ABC of advertising before you go all out for the consumers!

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

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

BRAND : Igo TV

BASELINE : Choo lo aasman
4Ps TAKE : At first, you feel that this is a promotional campaign of Daler Mehndi’s latest track, but hey, as the ad finishes, the logo of Igo TV pops up unexpectedly. Only then do you realise that it’s Igo TV promoting its television sets. The logical question: What is an ad without a ‘decent’ storyboard called? No, let’s re-phrase that. What’s an ad with a ‘stupid’ storyboard called? This one’s as pathetic as they come. Not only a confusing ad, but also one that fails on all counts. If ads were just about roping in a famous face as brand ambassador, guess every brand out there would have acquired a fair chunk of the market by now. Unfortunately it requires more. Mehndi is wasted and even the communication is meaningless with the brand boasting better sound than hearing Mehndi ‘live’ (sound clarity, anyone?). Forget touching the sky (choo lo aasman), this one requires some good positioning and brand strengthening on the ground first...

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

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