It is a brand in the food segment. Products under this brand are present in product categories including atta, salt, spices and instant mixes. Till recently these were considered as commodity and were sold unbranded. Now, to cut through the clutter of unbranded varieties ITC used a combination of functional and emotional attributes to position the products. Now these are mass market products. It is the whole family that consumes these products. So, the target segment for this brand is the typical Indian family with the housewife who prepares the food at home as the focus. “Khusiyan Chun Chun Ke” or happiness collected by pieces is the tag line which makes an instant emotional appeal. Following is a print ad of aashirvaad atta:
Now, in this ad as the part outlined in black points out ‘0% Maida, 100% Atta’ – now this is a functional attribute indicating the content of the product. But along with that a happy mother preparing rotis with her children tries to bring an emotional feel.
This is a brand in the snacks food segment. ITC entered the biscuits market with sunfeast brand in July 2003. The ITC website says:“Sunfeast’s brand essence, “Spread the Smile” connotes happiness, contentment, satisfaction and pleasure. The mascot Sunny reinforces the emotional aspects of the brand.” Tagline of Sunfeast Glucose Biscuits is: “Jo de jitne ki sakti” i.e. “one that gives the power to win”. So, once again it is using emotional appeal.
Over the years ITC has launched several other products like – cookies and pasta under sunfeast brand name. Sunfeast uses ‘celebrity endorsements’ for promotions. The King Khan Shahrukh Khan and beauty queen Diya Mirza are shown in sunfeast ADs. Most sunfeast ADs revolve around the theme of happiness. One more common them across sunfeast ADs is that they use children a lot. There seems to be two-fold reason for using children:a) Children are one key target segment who uses these productsb) It is very easy to emotional connect with parents (who are the buyers) by using children.To promote Sunfeast brand, ITC also goes for sponsoring events like tennis tournaments.
Kitchens of India
‘Kitchens of India’ or KOI is another brand in the food segment. Products under this brand include ‘Ready To Eat’ food products, curry paste, conserve, chutneys, biriyanis and desserts i.e. all the items that can be part of a full-course Indian meal! The tagline for this brand is ‘A Feast for the Senses’.Online advertising through the website played a key role for this brand. When we visit the website www.kitchensofindia.com we get a feel of premium in those sophisticated look and feel, earthy colors etc. The links in the website ‘My Recipe Folder’, ‘Cooking Tips’, ‘Ask The Chef’ are well designed to catch users attention. There are a lot of contests to engage the users. In fact when launching many key products online games in micro-sites were used to excite and then engage the users with the brand and products. They also have a KOI signature tune which is an instrumental that is having soothing use of Indian classical music instruments.The website developer for the brand says:
- The brands main proposition was “Heavenly taste with a playful side”.
- One of the focuses was on building online communities.