Brand Update : 5 Star Lost in Amnesia

5 Star has a special place in the Rs 2000 crore Indian chocolate market. The unique caramel filled chocolate has been a favorite among kids who wanted a legitimate break from the usual chocolate bars. Over the last few years, 5 Star has been adopting a consistent message of " Lost in the taste " but losing the bigger picture as far as positioning and targeting is concerned.

It was in 2009  that 5 Star adopted the positioning of " Jo Khaye , Kho Jaye " meaning "lost in taste " where the basic plot is that the 5 Star lover suffers a temporary amnesia after eating this delicious product. The idea was good as the brand was always claiming superiority in taste and its USP was always the taste. One major change the brand was made was regarding the target group. 5 Star began addressing the adult chocolate lovers just like its counterpart Dairy Milk. All the characters in the ads of 5 Star was grown-ups while the message was universal. 

Then came the two protagonists ,Ramesh and Suresh, who were long-lost friends meeting in a small shop. From then on, 5 Star's entire brand was centered around these two characters. Sadly the quality of the creative has gone alarmingly down and in the name of humor, the entire brand personality was projected akin to idiotic. 

Watch the latest campaign here  : 5 Star Tailor ad

Although the ad was meant to tickle your bone, the protagonists here being  projected as sort of idiots is sad for the brand. In pursuit of humor, the brand forgotten what it wants to convey with respect to brand persona. 

The brand needs to be congratulated for its consistency with the message but it should not get carried away with the message .

Why I am concerned about the portrayal of the main characters is that in the first ad featuring Ramesh and Suresh, both were normal guys meeting each other and unknowingly lost in the taste of 5 Star. But now both these characters are portrayed as idiots ( by their look and behavior) and I feel that without eating 5 Star, they would behave in the same way. 

If these guys reflect the 5 Star users, then the brand has landed itself in a bad position. Although the ordinary consumer may not think as cynically as the author of this blog does, the brand needs to careful in the portrayal of the main characters of the story.

And why forget kids ? 

Related Post

5 Star

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GANTZ #355 【zip】

テルマエ・ロマエ 4巻 【zip】

テルマエ・ロマエ 4巻 【zip】

NARUTO #568 【zip】

NARUTO #568 【zip】

HUNTER×HUNTER #330 【zip】

HUNTER×HUNTER #330 【zip】

ONE PIECE #651 【zip】

ONE PIECE #651 【zip】

Stop Not : Whatever Happens !

Brand : Stop Not
Company : Perfetti van Melle

Brand Analysis Count : # 505

Perfetti Van Melle ( PVM) the leader in the Indian confectionery market and a master marketer who built brands like Alpenliebe, Centerfresh etc has ventured into Indian snacks market. In its biggest diversification, PVM launched its first brand Stop Not in the Indian market. 

Indian snacks market has been a lucrative market thanks to the impulsive great Indian middleclass. Indian consumers has always pampered themselves with  homemade snacks and marketers lured them to switched to packaged snacks. ET has pegged the Indian snack market at Rs 12000 crore ( source) and Hindu Business line puts a figure of  Rs 3000 crore for the packaged snack market . The market is highly competitive and has seen many brands burning out because of intense competition. 

Stop Not is launched in two formats - Stop Not FOFS - which is a filled snack and Stop Not GOLZ which is in the form of rings.The product is made for India using rice and wheat flour and comes in Indian flavors like Yummy Tomato, Khatti Meethi, Spicy South etc.

The main differentiator for  the brand is its packaging and product attribute of   "filled and not fried ". The packaging really is clutter-breaking and gives lot of visibility to the brand.The packaging can also repel many  consumers. The brand has tried to emulate the packaging strategy adopted by Hippo brand of snacks.

Naturally a product launch from a company like PVM evokes lot of interest among the marketers. Marketing enthusiasts look forwards to some clutter-breaking campaigns from a star marketer like PVM. 

Stop Not brand is currently running its launch campaign for its GOLZ variant.

Watch the ad here : Stop Not Golz

The launch ad is nothing but a complete letdown from PVM. Nothing is new in the ad that will create any meaningful impact for the brand. The concept of " taste to die for " has been raped many times by many brands. Wonder why PVM chose to air such a commoditized idea  as its launch campaign.

Stop Not has chosen the tagline " Whatever Happens " relating to addiction to taste. It is interesting to note that the brand is trying to take the earlier positioning - " No one can eat just one " of Lays. Lays had discarded this position and Stop Not is trying to capture that vacant space. But the creative was a big letdown in this regard . 

The clutter-breaking packaging may induce lot of trials by the consumers but the sad fact is that the brand campaign has failed to create any excitement about the brand. Let us wait and see " What ever that happens " to the brand.

ジョジョリオン 1巻 【zip】

ジョジョリオン 1巻 【zip】

بالفيديو الجيش يعتدى على فتاة بالضرب بالقصر العينى

بالفيديو الجيش يعتدى على فتاة بالضرب بالقصر العينى

تداول نشطاء على الفيس بوك واليوتيوب أخطر فيديو لقوات الجيش وهى تقوم بسحل وضرب وقتل المتظاهرين، ويظهر الفيديو استهداف أفراد الجيش للمتظاهرات وتهشيم رؤوسهن.
فيديو انتهاك المجلس العسكرى وضربه للمتظاهرين

مشاهدة الفيديو

Brand Update : Your Time, Your Place, Your Moods

Moods, the Rs 40 crore brand from Hindustan Lifecare Ltd , is back in media with a clutter breaking campaign. The campaign " Your Time, Your Place, Your Moods "  has  already being well received among the marketing community.

Moods' last campaign  " My Man " had also received rave reviews from marketing analysts across the country. The only doubt is whether the brand  hurriedly took the previous positioning platform without extracting maximum juice out of it.

The new campaign shows various characters like a plumber, mountaineer, museum care-taker discovering evidence that moods users were there  in those 'most unlikely ' places . The surprised look of these characters give the punch to the new tagline " Your Time, Your Place, Your Moods ".

Watch the ad here  : moods 

The advertisement campaign is an attempt by the brand to bring humor into its communication. A drastic change in the brand's approach since most of the earlier campaigns were sensual in nature. The ads are refreshing and fun to watch and also gives lot of creative headroom for future campaigns . According to reports, the brand campaign is also aimed at the global markets which is a key focus for this brand. Moods is exported to more than 40 countries and in some middle east nations, the brand is a market leader. 

Condom brands are lazy marketers. The brand campaigns are sporadic and it seems that no brand is specifically interested in becoming a category leader.Gone are the days when brands like Kamasutra blazed the category with some bold advertising.

The current campaign of Moods is aimed at improving the brand recall . Although there is a significant change in the brand's personality, it does not warrant further analysis since the brand is not aggressive in the promotion front. Positioning strategy lacks relevance if it is not backed by consistent promotional activity. The changes in the positioning of Moods will not help in developing a lasting impression in the consumer's mind. How ever the condom marketers now are more interested in promoting brand recall rather than developing a powerful positioning. 

To be fair to the brand, the new ads are clutter-breaking and watchable. Without venturing into sensuality, the brand is able to convey its message. The elderly couple creates a definite iconic picture to this new idea. The new tagline is also good and packs lot of scope for further creative executions. Hope the brand stays with this idea for some time.The new campaign does its job of increasing the brand's visibility and recall which will be there till the brand decides to go back into hibernation. Kudos to the creative team behind the job.

Related Brand

Moods : My Man

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ジョジョリオン 1巻 【zip】

بالفيديو السيدة التى وزعت الحواوشى على معتصمى "الوزراء"

بالفيديو السيدة التى وزعت الحواوشى على معتصمى "الوزراء"

أذاعت قناة السى بى سى فيديو من المتوقع أن يكون للسيدة التى وزعت وجبات الحواوشى على معتصمى مجلس الوزراء.
فيديو للسيدة التي وزعت الحواوشي على المعتصمين

ودعا الإعلامى خيرى رمضان كلاً من يعرف السيدة للإبلاغ عن عنوانها وصفتها، مشيراً إلى أنها قد تكون بريئة من اتهامات تسميم المعتصمين، وأن البرنامج ليس جهة تحقيق، لكن الوصول إلى السيدة قد ينفى عنها ما لصق بها من اتهامات أو يؤكدها.

جاء ذلك فى برنامج مصر تنتخب الذى يقدمه الإعلاميان عادل حمودة وخيرى رمضان.

Brand Update : Bournvita Drifts in its Positioning

Bournvita is one of the major players in the Rs 4000 crore Indian Health Drink market. The brand has a market share of around 15% according to Business Standard. The brand has been a darling for kids who liked the chocolate flavored drinks.

Cadbury has been nurturing the brand well focusing on kids and their affinity towards good taste. The brand got initial traction in the market by focusing on the chocolate taste. It further reinforced the taste factor by associating with its fellow brand  5 Star.
Later the brand went for a laddering exercise and brought in the concept of confidence. The positioning worked really well for the brand since confidence was a very important attribute as far as kids ( and parents) are concerned. The brand backed the laddering up with the creation of Bournvita Confidence Academy and followed it up with a media blitzkrieg.

2011 saw a marked difference in the positioning of Bournvita. The brand began drifting away from confidence based positioning. Early 2011 saw the brand professing the concept of " Prepare to Win " proposition. The brand adopted the tagline " Tayari Jeet Ki " meaning - Preparing to Win.

The ads were beautifully made and explained the concept beautifully. 

Watch the ad here : Bournvita Judo Ad.

Besides the change in positioning, the brand's primary audience ( protagonist) also changed. Rather than focusing on Kids, the brand directly began addressing the Mother. Kids began to play the supporting role in the advertisement. The brand began to move into the way of Horlicks and Complan where the principal character in the campaigns are mothers and not kids.

Now in late 2011, the brand made another significant change in the positioning . The brand discarded every thing it did in the past and began talking like Horlicks. In the recent campaign, the brand began talking about calcium and the script of the ad is almost the copy of Horlicks' ad. More over the brand has now the tagline " Badhaye Doodh Ki Shakthi " which is strikingly the same as the latest Horlicks campaign.

Watch the ad here : Bournvita Calcium

And compare it with Horlicks ad here

I have never seen anybody asking questions like " Calcium ke liye kya karthe ho ? " , Vitamin C ke liye kya karthe ho ??? It looks totally out of synch with the characters in the TVC.

Am not sure whether it is sheer coincidence or a competitive move. What ever it is both the brands will suffer because of the same talk. More importantly Bournvita will suffer the most because it ditched its earlier positioning in favor of the Milk based positioning.

Another interesting factor is that in the ad , there is no character representing the user ie kids. It is one of those rare occasions where Bournvita ads are without kids. 

The absence of kids in the ads and focus on ingredients mark a major shift in the marketing strategy of Bournvita. By talking in the same language of the market leader Horlicks, the brand is trying to directly attack Horlicks which commands more than 50% of the market hoping to expand its base. But this move is at the expense of the positioning of Bournvita. 

Related Brand

Bournvita : Confidence

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銀の匙 2巻 【zip】

NARUTO #567 【zip】

NARUTO #567 【zip】

ONE PIECE #650 【zip】

ONE PIECE #650 【zip】

HUNTER×HUNTER #329 【zip】

HUNTER×HUNTER #329 【zip】

مشاهدة مباراة مصر والمغرب بث مباشر 7/12/2011

مشاهدة مباراة مصر والمغرب بث مباشر 07/12/2011
قنوات بث مباراة مصر والمغرب,بث مباشر قناة الجزيرة,بث مباشر مباراة مصر والمغرب,نصف نهائى تصفيات افريقيا الاوليمبية 2011

مشاهدة بث مباشر مباراة مصر والمغرب ماتش المغرب ومصر اونلاين على الانترنت

مبارة بين مصر والمغرب

مبارة نصف النهائى فى تصفيات إفريقيا الأوليمبية 2011



مشاهدة مباراة مصر والمغرب

زوار "راديو محطه مصر" يوم 07 - 12 - 2011 فى تمام الساعة 19:00 بتوقيت جرانيتش 9:0 بتوقيت القاهره سوف تنقل على حضراتكم المباراة بنقل حي وبث مباشر



انتظرو وضع القنوات هنا

قول وشجع وعبر عن رايك فى التعليق

مشاهدة مباراة مصر والمغرب بث مباشر - مشاهدة مباراة مصر والمغرب

仲村みう ヌード写真集 a ｗill 【zip】

仲村みう ヌード写真集 a ｗill　【end】

進撃の巨人 6巻 【zip】

進撃の巨人 6巻 【end】

بالفيديو الاعتداء على بثينة كامل وطردها من ميدان التحرير

بالفيديو الاعتداء على بثينة كامل وطردها من ميدان التحرير

اعتدت مجموعة من المعتصمين في ميدان التحرير على الإعلامية بثينة كامل المرشحة المحتملة لرئاسة الجمهورية وذلك أثناء مطالبتها لهم بفض الاعتصام وإعادة حركة المرور في الميدان والانتظار للاحتشاد من جديد يوم 25 يناير في العام الجديد.
فيديو الاعتداء على بثينة كامل وطردها من الميدان

وقامت كامل بالحديث مع اللجان الشعبية أمام بوابة شارع القصر العيني من أجل التوصل إلى إقناع المعتصمين بفتح الميدان من جديد وأثناء الحديث قامت إحدى الشابات بصفعها على وجهها الاعتداء عليها فأغمى عليها وتم نقلها إلى مستشفي القصر العيني في سيارة الإسعاف المتواجدة بالميدان.
الاعتداء على بثينة كامل وصفعها على وجهها بالتحرير

وبرأت بثينة كامل الثوار من الاعتداء عليها، وقالت إن ''هؤلاء البلطجية المتواجدين في الميدان يتعاطون ''الترامدول'' وأنهم الأمن وشرطة السياحة هو من دسهم وسط الثوار''.

HUNTER×HUNTER #328 【zip】

HUNTER×HUNTER #328 【end】

ONE PIECE #649 【zip】

ONE PIECE #649 【end】

HUNTER×HUNTER #328 【zip】

HUNTER×HUNTER #328 【end】

بالفيديو كواليس إذاعة بيان تنحى الرئيس السابق حسنى مبارك

بالفيديو كواليس إذاعة بيان تنحى الرئيس السابق حسنى مبارك

تداول نشطاء علي موقع التواصل الاجتماعي، الفيس بوك، فيديو يُظهر اللحظات الأخيرة قبل إعلان تنحي الرئيس السابق حسني مبارك، بمبني اتحاد الاذاعة والتليفزيون.
فيديو كواليس إذاعة بيان تنحى الرئيس السابق حسنى مبارك

وأظهر الفيديو اللواء إسماعيل عتمان، عضو المجلس الأعلي للقوات المسلحة، وعبد اللطيف المناوي، رئيس قطاع الأخبار في ذلك الوقت، وهما يتابعان عرض خطاب التنحي علي لسان عمر سليمان نائب رئيس الجمهورية في ذلك الوقت.

وخرجا بعد عرض خطاب التنحي وسط حالة من الإرتباك، والبكاء من بعض المتواجدين أثناء عرض خطاب التنحي.

وكان عمر سليمان نائب رئيس الجمهورية في ذلك الوقت، أعلن تنحي الرئيس السابق حسني مبارك في يوم 11 فبراير 2011، بعد 18 يومًا من الثورة المصرية.

ولم يتسن لنا معرفة مصدر الفيديو।

Brand Update : Pureit Ups The Ante

HUL's first foray into the consumer durable market- Pureit is on an aggressive mode. The brand which was launched in 2004 has taken the battle into the premium segment of the water purifier market with the launch of Pureit Marvella. 

Pureit is a classic case of a brand exploiting an important need-gap in the market. Indian water-purifier market worth around Rs 1200 crore is evolving, growing at 15%. The marketing of water purifiers were skewed towards urban markets of India. Only 8 % of the Indian consumers use water purifier which indicates the poor penetration of this product category into Indian households. The major hindrance for this being high price, installation difficulties, electricity consumption and lack of awareness. Eureka Forbes pioneered the growth of this category in the Indian market. Now this category has lot of players and  new product-lines like RO water purifiers has been introduced.

The major players in the electricity -powered water purifier market however ignored the mass market focusing more on the margin rather than volume. These products which were priced at Rs 5000 upwards were beyond the reach of the average middleclass customers. Even though many such consumers were aware of the health benefits of a water-purifier, it was never in the priority list of high value purchases.

Sensing the opportunity, HUL launched Pureit range of battery operated storage-type purifiers at a price range of Rs 990- Rs 1250. These purifiers did not necessitated any installations which was a definite advantage for those who lived in rented houses. The brand was widely tested in South India before the national launch . According to reports, Pureit has already sold more than 1.3 million units becoming the largest selling water-purifier in India in volume-terms. The brand also created a new category of  non-electric storage- water purifier market which is now worth around Rs 300 crore and growing very fast than the electric category.

One of the problems that Pureit faced during the launch was the doubt about brand's efficacy in the purifying business. HUL is new to this industry and not an expert so consumers rightly doubted the effectiveness of its product . To counter that, Pureit ran a very highly advertised " 1 crore challenge " to convince the consumer that its product is more effective than the competing brands. 

After establishing its name in the mass market, Pureit is now targeting the market-creator Eureka Forbes in an aggressive frontal attack by launching the premium brand Pureit Marvella. Marvella is also a a non-electric purifier with storage capability priced at Rs 7000. The brand also launched its Reverse Osmosis water purifier Puerit Marvella RO at a price point of Rs 13500. These sub-brands directly competes with Eureka Forbes's major product-lines. 

The entry of HUL into the Eureka Forbe's territory was marked with lot of legal fights between the brands because of advertising claims and counter-claims. Now the fight is in the field with both the brands trying to out market each other.

HUL in its typical FMCG style is launching Marvella range with a celebrity endorsement. The brand has roped in Farhan Akther and Praachi Desai as the brand ambassador. The campaign is now running featuring these celebrities. 

Watch the ad here : Pureit marvella

The USP of the brand is its advanced warning system which alerts the consumer to change the RO membrane before it stops working.

The entry of HUL has virtually changed the dynamics of the water-purifier market in India. The market creator was totally out-maneuvered by HUL. Eureka Forbes decided not to counter HUL's foray into mass market because of lack of margin. In strategic terms , the decision made sense because low priced products tend to affect both margins and brand -equity. But Forbes failed to see the shift in the market and the growth of the non-electric segment to become the fastest growing segment. The popularity of the mass market segment also gave confidence for HUL to enter the market of Eureka Forbes. Eureka Forbes countered the HUL's entry by lowering the price of its base models. But HUL is such a formidable player that Eureka Forbes may need all its marketing strength to fight this giant.

Related Brand

Pureit : As Safe as boiled water

Eureka Forbes

Kent RO

BLEACH 1巻-53巻 【zip】

BLEACH 1巻-53巻 【end】

HUNTER×HUNTER #327 【zip】

HUNTER×HUNTER #327 【end】

ONE PIECE #648 【zip】

ONE PIECE #648 【end】

HUNTER×HUNTER #327 【zip】

HUNTER×HUNTER #327 【end】

仲村みう ヌード写真集 a ｗill 【zip】

仲村みう ヌード写真集 a ｗill　【end】

GANTZ #353 【zip】

GANTZ #353 【end】

بالفيديو تشيع جنازة الفنان عامر منيب من مسجد رابعة العدوية

بالفيديو تشيع جنازة الفنان عامر منيب من مسجد رابعة العدوية

توفي الفنان عامر منيب، صباح السبت، في مستشفى دار الفؤاد عن عمر يناهز الأربعين عامًا بعد صراع طويل مع المرض.
فيديو تشيع جنازة عامر منيب

وقال جمال منيب شقيق الفنان الراحل، في اتصال هاتفي مع "مصراوي"، إنه سيتم تشييع جنازته من مسجد رابعة بعد صلاة العصر.

جاءت وفاة منيب بعد أيام قليلة من شائعات انتشرت حول وفاته، حرص عائلته وقتها على نفيها وتأكيد أن حالته الصحية سيئة لكنها مستقرة ولم تشهد مضاعفات.

كان الطبيب الألمانى المعالج لمنيب قد رفض الحضور إلى مصر لمتابعة الحالة الصحيه له رغم وجود إتفاق مسبق بينه وبين شقيقه جمال بسبب الأحداث التى تشهدها القاهرة منذ عشرة أيام.

وطلب الطبيب من جمال منيب محاولة سفر شقيقه إلى ألمانيا حتى يكون المريض تحت عناية صحية وطبية أفضل فى وجود الفريق المعالج بالكامل الذى قام بإجراء العملية قبل عام مضى.

يذكر أن الفنان الراحل قد سافر العام الماضي إلى ألمانيا لاستئصال ورم بالقولون، وتحسنت حالته، حتى إنه كان من المقرر أن يبدأ تصوير فيلم "أجمد واحد في مصر"، لكن آلام المرض عاودته مرة أخرى.

Brand Update : Indica Vista Goes Sedan Class

Brand Indica got a big boost recently by the launch of the new Tata Indica Vista . The new Vista comes with a spruced up looks and classy interiors packed with goodies. While the competition is hotting up in the premium hatchback market in India, Tata Motors is leaving no stones unearthed to regain its position in the Indian car market. Tata Motors launched its Vista product-line in 2008. The attempt was to strengthen the brand's foothold in the growing premium hatchback segment. 

Although Vista was launched as a sub-brand of Indica, the car was built on an entirely new platform and the refinement and the quality was entirely superior to that of Indica V2. However, Tata Motors decided the new launch to be under the umbrella of Indica brand. This move however was faulty and the response to the premium offering from Indica product-line found reluctant takers despite being value-for-money package.

This year, the brand relaunched the Indica Vista with lot of refinement and tweaking in the pricing. The frequent fuel price hike proved to be a boon to the predominantly diesel focused Indica range. 

The new Indica Vista  finds its point of parity with the sedans. The brand compares itself with a sedan and tries to convey the message that the car is  " Like Sedan".

Watch the ad here : Sedan Class

The new Indica Vista has the tagline " Sedan Class " reinforcing the new positioning. The ad is very sensible and conveys the message quite forcefully. The brand's idea of exemplar comparison with another category is quite effective in communicating its USP of better space and comfort.

During the early months of 2011, there were several reports of the plan of Tata Motors to make the Vista brand independent. The visibility of Indica brand name has been made insignificant and Vista is made prominent. So technically, Vista has become the primary brand in this case. The question is why Tata Motors is reluctant to let go of the Indica endorsement of Vista and make Vista a completely independent brand ? The damage has already made by associating an value-for-money brand ( Indica) with a premium offering ( Vista). Vista is going to suffer by continuous association with Indica brand. Other wise, the brand should be priced significantly lower than the other premium competing brands. 

The confusion regarding the branding of the premium hatchback offering from Tata Motors is evident in the case of Vista. The initial mistake was to stretch the Indica brand to a premium offering. It is very difficult for a VFM brand to build an equity in the premium segment. Second was the reluctance to make Vista an independent brand together with the fact that the premium offering had lot of similarities in features with the VFM offering. On hindsight, I feel that Tata Motors lost an opportunity to build a premium hatchback brand Vista. Three years is pretty long lost years in branding world. Would be interesting to see how the New Tata Indica Vista going to play up in the market. The timing has never been so perfect for a diesel car launch. 

وفاة الفنان عامر منيب بعد صراع مع المرض

وفاة الفنان عامر منيب بعد صراع مع المرض

توفي صباح اليوم السبت الفنان عامر منيب بمستشفي دار الفؤاد بعد شهر من دخوله لها متأثرا بإصابته بهبوط حاد في الدورة الدموية وظل طوال أيامة الأخيرة في غيبوبة داخل غرفة العناية المركزة.
وفاة الفنان عامر منيب

وكان منيب قد دخل المستشفي في بداية الشهر الجارى لإجراء عملية إزالة دعامات من الكلى إلا أن حالته الصحية تدهورت ليصاب بهبوط في الدورة الدموية بسبب كثرة المسكنات التى كان يتناولها.

وكان منيب قد عاني قبل فترة من ورم فى القولون، وتم استئصاله فى الخارج، غير أن حالته لم تتحسن بعد عودته إلى مصر، وظل يصارع المرض إلي أن وافته المنية.

وقد نعى جروب " محبي عامر منيب" على مواقع التواصل الاجتماعي الـ"فيسبوك" وفاته ، وأوضح أن شقيقه جمال كان قد قال إن عامر في حالة حرجة في مستشفى دار الفؤاد بالعنايه المركزة، وأنه ممنوع زيارة أحد له مشيرا إلى أن عامر قد أصيب بهبوط مفاجىء في الدورة الدموية تسببت فى في وفاته بسبب المسكنات القوية التى تناولها في الفترة الماضية.

よつばと 11巻 【zip】

よつばと! 11巻 【end】

仲村みう ヌード写真集 a ｗill 【zip】

仲村みう ヌード写真集 a ｗill　【end】

屍姫 16巻 【zip】

屍姫 16巻 【end】

べるぜバブ #134 【zip】

べるぜバブ #134 【end】

BLEACH #474 【zip】

BLEACH #474 【end】

Mederma : Leave Your Scars Behind

Brand : Mederma
Company : Win Medicare Ltd ( Licensed from Merz Pharma)

Brand Analysis Count : # 504

Mederma is a globally renowned brand for scar treatment. The brand from Germany based Merz Pharma  is marketed in India by Win Medicare Ltd under licensing agreement. The brand was launched in India in 2005. 

Indian skincare market is pegged between Rs 4000-5000 crore characterized by heavy competition and micro-segmentation. All the major global brands have entered this highly lucrative market. Another less visible but huge market is the specialty skincare market otherwise known as Dermatology market. According to Express Pharma, Indian dermatology market is worth around $ 513 million (roughly Rs 2500 crore) . This dermatology market consists of prescription products and OTC products and most of this products are niche products.

Mederma is such a specialty product with expertise in treating scars. An interesting fact about this product is that it is derived from an extract of Onion. The brand currently upped its share of voice in the Indian market with a series of campaign highlighting the product efficacy. 

Watch the ad here : Mederma Kid

                             : Mederma Adult

The ad is simple and convey the message in a very effective manner. Most of the Indian consumers worried about scars but not aware about a possibility of scar management using creams. The brand's aim is to build awareness about such an option . 

Mederma does not claim to remove those scar marks permanently but helps make scar less noticeable.  Mederma has the tagline " Leave Your Scar Behind ". The tagline is the same globally for this brand. The main positioning of the brand is based on  regaining confidence and self-esteem of people faced with this issue. Scars, acne, pimples etc can cause a loss of confidence and social withdrawal in many people. This issue is growing since our locus of control has shifted outside and people are getting more and more worried about their image and social acceptance. Marketers are adding to it through campaigns highlighting the need for looking good, fair and beautiful. Mederma's pitch looks appropriate in the Indian context. 

NARUTO #564 【zip】

NARUTO #564 【end】

HUNTER×HUNTER #326 【zip】

HUNTER×HUNTER #326 【end】

ONE PIECE #647 【zip】

ONE PIECE #647 【end】

仲村みう ヌード写真集 a ｗill 【zip】

仲村みう ヌード写真集 a ｗill　【end】

فيديو وصور علياء المهدى مع كريم عامر

فيديو وصور علياء المهدى مع كريم عامر

اثاره فتاه مصريه فى الايام الماضيه جدل الكثيرون حيث قامت
هذه الفتاه بنشر صوره لها عاريه على الانترنت وذلك للمزيد من فيديو وصور علياء المهدى

حسب ما ذكرت انها تريد الحريه وان هذا هو المفهوم الصحيح للحريه
وبهذا الفعل فانها خالفت التقاليد العربيه الذى تربينا عليها
مما اثار جدل الكثيرون وقام موقع الاخبار الشهير العربيه بنشر الخبر
ووصل عدد زوار المدونه الخاصه بها فى يوم من 10 الاف زائر الى اكثر من مليون زائر فى خلال يوم واحد فقط
وانهالت التعليقات على هذه الفتاة
الغريب فى الامر انها تدعى انها من حركه 6 ابريل
وفى بيان رسمى اصدرته الحركه انه تنفى عرقتها بالفتاه

صور علياء ماجدة المهدى



فيديو لحظة القبض على علياء ماجدة المهدى



تقرير حول قضية علياء المهدى جريدة ميدان التحرير



تعليق عمرو اديب حول قضية علياء المهدى




صور علياء المهدى - فيديو علياء المهدى
الرجاء عدم الخروج عن الاداب العام فى التعليقات

ヒストリエ 1巻-7巻 【zip】

ヒストリエ 1巻-7巻 【end】

ONE PIECE 1巻-64巻 + Cross Epoch 他 【zip】

ONE PIECE 1巻-64巻　+　Cross　Epoch　他　【end】

BLEACH #473 【zip】

BLEACH #473 【end】

Parx : Live Easy

Brand : Parx
Company : Raymond's Apparels

Brand Analysis Count :  # 503

Parx - the premium readymade casual wear brand from Raymonds Ltd is in a relaunching mode. This Rs.185 crore brand from Raymonds wants to play an aggressive role in the hyper competitive ready-to-wear category in the Indian market.

Parx was launched in 1999 as a premium ready to wear brand targeting the highly mobile young corporate customer. The brand was targeting the users for their after- office hour dress requirements. Despite the backing from one of India's reputed textile brand and perceived high quality & expertise, Parx did not quite make it to the big league. It was dwarfed by the success of brands like Color Plus ( which was later acquired by Raymonds) and Allen Solly.

The Indian ready-to-wear market is highly lucrative in terms of market size of approximately Rs 24000 crore. The casual wear market is expected to be around Rs 7200 crore.  

Despite the fact that Parx belonged to one of the most respected textile houses , the brand did not quite caught the fancy of the consumer. As a consumer, I found the brand very pricey and failed to give any meaningful justification to the pricing either interms of brand or product features. Over a period of time, the brand also failed to keep itself aspirational due to increasing competition from global brands.

Parx was also laid-back in its branding efforts. The brand owners was not quite clear about the positioning of Parx. Neither the brand had any meaningful positioning. The brand was neglected by Raymonds and most of the promotional investment was given to the flagship brand Raymonds and Park Avenue.The brand was perceived to be just another casual wear brand from a reputed manufacturer. This lack of a clear positioning failed the brand to justify its premium pricing. Having said that, Parx has a good fan following in tier II cities. The brand is pushed back in metros and large cities by the competition. 

The promotions of Parx was also very erratic. I don't remember any work of this brand nor any of its taglines. This lack of proper investment on brand promotion also weakened the brand's position in this highly cluttered market.

In 2011, the brand went in for a relaunch. The brand redesigned its logo and also introduced a brand- symbol  :- a Racing Stag. This symbol will be in all garments from the brand. The brand also launched its first ever television campaign since its birth.

Watch the tvc here; Parx

Parx now has a new tagline " Live Easy ". The brand is focusing on building a personality traits of independence, attitude, casualness, freedom  through these commercials. The use of foreign models aims to bring an aspirational  touch to the brand. The attempt is to brand ladder to the higher attribute of freedom rather than product characteristics.

The new effort is commendable but little too late for a brand like Parx. The positioning idea of Live Easy is nothing new and the same theme is used by various brands across categories. The brand lost precious 12 years in creating a space for itself in the Indian consumer's mind. The brand now needs to tell compelling stories of the brand attributes it is trying to tell. It needs a lot of catching up to do. 

HUNTER×HUNTER #325 【zip】

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HUNTER×HUNTER #325 【zip】

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ONE PIECE #646 【zip】

ONE PIECE #646 【end】

ONE PIECE #646 【zip】

ONE PIECE #646 【end】

مشاهدة مباراة مصر والبرازيل بث مباشر 14/11/2011

مشاهدة مباراة مصر والبرازيل بث مباشر 14/11/2011
قنوات بث مباراة مصر والبرازيل,بث مباشر قناة الجزيرة,بث مباشر مباراة مصر والبرازيل,كاس مصر 2011

مشاهدة بث مباشر مباراة مصر والبرازيل ماتش البرازيل ومصر اونلاين على الانترنت

مبارة بين مصر والبرازيل

مبارة ودية 2011

مشاهدة مباراة مصر والبرازيل

زوار "راديو محطه مصر" يوم 14 - 11 - 2011 فى تمام الساعة 17:00 بتوقيت جرانيتش 7:0 بتوقيت القاهره سوف تنقل على حضراتكم مباراة بنقل حي وبث مباشر











سيتم وضع اكثر من قناة للبث

قول وشجع وعبر عن رايك فى التعليق

مشاهدة مباراة مصر والبرازيل بث مباشر - مباراة مصر والبرازيل

Brand Update : Horlicks Extends to Breakfast Segment

In pursuit of the stated objective of making Horlicks a megabrand, GSK announced the launch of Horlicks Oats. According to ET, packaged, ready-to-cook oats market is worth around Rs 200 crore and growing at 25% . Horlicks expects to leverage its equity in the new product category also.

From healthy malt drink, Horlicks has come a long way. Now  the brand has become so big and diversified, there is no point in criticizing these extension. ( one can only pray for its survival).

Regarding the brand extension towards oats, the existing health based brand association of Horlicks will be a huge advantage . According to academic researches, consumers evaluate brand extension on the basis of these parameters - 

Brand loyalty towards parent brand

Confidence of consumers about the competence of parent brand in the new category

Perceived quality 

Positive brand associations 

Perceived fit between parent brand and the extensions

Attitude of consumers towards the brand.

For Horlicks, because of its rich heritage and product performance, it scores well in most of the above parameters. Hence the chances of consumer trial will be high compared to any new brand.Brand dilution will happen for sure since the brand is trying to leverage its expertise in too many categories. 

There are also chances of the oats to be viewed as a Kid's product since Horlicks in India traditionally targeted kids. This kid's association may prevent many adults to switch to the brand. However Horlicks will be addressing this issue in the launch ad. My feeling is that Horlicks oats will be targeting the family as a unit rather than adults.

Related Brand

Horlicks becomes megabrand

فيلم "إكس لارج" يحقق 2,8 مليون في يوم واحد

فيلم "إكس لارج" يحقق 2,8 مليون في يوم واحد

حقق فيلم "إكس لارج" الذي يقوم ببطولته النجم أحمد حلمي رقما كبيرا من حيث الإيرادات التي حققها فيلم مصري في يوم واحد.
فيلم "إكس لارج" يحقق 2,8 مليون في يوم واحد

وعلم من مصدر خاص أن "إكس لارج" حقق مبلغ 2,8 مليون جنيها يوم الثلاثاء 7 نوفمبر.

يذكر أن الفيلم كان قد بدأ عرضه يوم السبت الماضي، قبل عيد الأضحى بيوم واحد.

تدور أحداث الفيلم حول شخصية "مجدي" الذي يعاني من الوحدة ومن زيادة وزنه ولذلك يستعين بخاله "عزمي" والذي يقوم بدوره الفنان إبراهيم نصر.

ويشارك حلمي في بطولة الفيلم كلاً من دنيا وإيمي سمير غانم ومحمد شرف وإبراهيم نصر وياسمين رئيس ومحمد فهيم، وهو من تأليف أيمن بهجت قمر وإخراج شريف عرفة.

ONE PIECE 1巻-64巻 + Cross Epoch 他 【zip】

ONE PIECE 1巻-64巻　+　Cross　Epoch　他　【end】

ニセコイ #02 【zip】

ニセコイ #02 【end】

ONE PIECE 1巻-64巻 + Cross Epoch 他 【zip】

ONE PIECE 1巻-64巻　+　Cross　Epoch　他　【end】

銀魂 42巻 【zip】

銀魂 42巻 【end】

ふたりエッチ 51巻 【zip】

ふたりエッチ 51巻　【end】

To LOVEる―とらぶる― ダークネス 3巻 【zip】

To LOVEる―とらぶる― ダークネス 3巻　【end】

Brand Update : Havells Ventures into Small Appliances

Havells brand which made everyone look up with its clutter-breaking  " Shock Laga " ad has diversified into small appliances. Indian small appliances market is worth around Rs 5000 crore with premium segment contributing around Rs 1000 crore ( Source : Business Standard)

Havells is now running its commercials announcing the launch of the domestic appliances. By the theme of the ads, it is assumed that the foray is targeting the premium segment. Indian domestic appliances market is highly fragmented and intensely competitive. Brands like Philips, Bajaj  etc dominates the market. There are also local brands which have powerful equity in certain product-lines. Havells have already marked its presence in fans and water heater product categories.

Havells would be hoping that it can leverage the equity of its electrical products into the new product range. This time also , there is no specific brand value or USP that Havells is trying to project although subtly the ads try to position the brand as futuristic or technologically superior. In some ads, Havells is displaying the tagline " Future Ready " implying the futuristic technology that its product has. Having said that , the ads are able to convey the premiumness of the brand quite effectively.

I still see the absence of a corporate tagline for Havells as one of its major branding mistake. Since the brand is trying to be an umbrella brand endorsing products across categories, it is important to create a positioning platform for the corporate brand. Hope that the brand will get serious about its parent brand's positioning.

Related brand
Havells- Shock Laga Kya

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ふたりエッチ 51巻 【zip】

ふたりエッチ 51巻 【end】

ナナとカオル 7巻 【zip】

ナナとカオル 7巻　【end】

HUNTER×HUNTER #323 【zip】

HUNTER×HUNTER #323　【end】

To LOVEる―とらぶる― ダークネス 3巻 【zip】

To LOVEる―とらぶる― ダークネス 3巻　【end】

NARUTO 58巻 【zip】

NARUTO 58巻 【end】

ONE PIECE 64巻 【zip】

ONE PIECE 64巻　【end】

HUNTER×HUNTER #323 【zip】

HUNTER×HUNTER #323　【end】

BLEACH #471 【zip】

BLEACH #471　【end】

NARUTO #562 【zip】

NARUTO #562　【end】

ONE PIECE #645 【zip】

ONE PIECE #645 【end】

聖☆お兄さん 7巻 【zip】

聖☆お兄さん 7巻 【end】

聖☆お兄さん 7巻 【zip】

聖☆お兄さん 7巻 【end】

ジョジョの奇妙な冒険 100.5巻 【zip】

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ONE PIECE #645 【zip】

ONE PIECE #645 【end】

Brand Update : Sure taps men's deo market

Unilever's global brand Sure which was launched in 2010 has launched a new variant Sure Men's Deo in the Indian market. The brand is a pioneer in developing the anti-perspirant deo category in India.Sure was initially launched as a women's deo. The brand initially imported its global commercials in India and later adopted a local communication strategy roping in celebrity endorsers like Bollywood actress Asin. 

Indian deo market is worth Rs 900 crore and growing at a pace of 25% ( source). 70% of this market is men's deo. Hence it make sense for Sure to launch a variant tapping this large segment.

The brand variant took the celebrity endorsement route by roping in the action hero Akshay Kumar as the brand ambassador. The brand is running a television campaign featuring the star.
Watch the ad here : Sure men
Thankfully the brand did not take the " seducing women" route and chose a rational positioning instead. The variant follows the same positioning of the parent brand - No Sweat.
The USP of Sure men's deo is that it works even at 58degree Celsius highlighting its efficacy in relatively hot Indian weather conditions. There is nothing much to talk about the creative part of the ad since it follows the same stereotyped typical Akshay Kumar commercial.
As a consumer, I feel that the anti-perspirant brands needs to take consumers in to confidence regarding the health-related worry of such products. A lot of consumers have  a worry whether anti-perspirants are good for health because it stops the formation of sweat which is essential for the regulation of body temperatures. Many consumers are shying away from the use of anti-perspirant because of this worry.
The deo market is getting crowded with lot of players vying for a pie of this growing category. Sure is trying to standout of the crowd by focusing on its " effectiveness". The endorsement from Akshay Kumar gives a definite advantage for this brand for sure.

Related Brand
Sure deo

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とろとろえっち 1巻 【zip】

とろとろえっち 1巻 【end】

君に届け 1巻-14巻 【zip】

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ちはやふる 1巻-14巻 【zip】

ちはやふる 1巻-14巻 【end】

鋼の錬金術師 1巻-27巻 【zip】

鋼の錬金術師 1巻-27巻 【end】

HUNTER×HUNTER #322 【zip】

HUNTER×HUNTER #322 【end】

HUNTER×HUNTER #322 【zip】

HUNTER×HUNTER #322 【end】

Brand Update : Rasna brings back " I Love You Rasna " Tagline

After around 5 years of messing up and experimenting with various taglines and positioning, Rasna has reverted to its original and famous tagline " I Love You Rasna " in 2011. The brand is now running a campaign for Rasna Fruitplus with the original tagline.

Watch the ad here : Rasna 2011 ad 

The brand from 2006 has been unnecessarily dabbling with its taglines and positioning. The change in the classic tagline was  prompted by increased competition and to attempt to attract youth towards the brand. The tagline of Rasna was first changed to " Relish a Gain ". Then came the tagline " Taste the madness".The campaign theme was also drastically altered. The cute girl child which formed the protagonist was changed. The target segment was also changed to include adults.  The brand was totally confused as to how to go about attracting the youth who were hooked to aerated softdrinks. Rasna could have attempted this using a sub-brand rather than changing the parent brand's positioning strategy. 

One good thing that the brand did was to focus on the health platform. But the communication during these years were totally below average ( personal opinion ). Another smart marketing practice adopted by Rasna was to launch products at interesting price points like 50 paisa, Rs.5 Rs.10,Rs.15, Rs.20 to Rs 85. The brand came out with smaller packs, Sachets and a packaging innovation like Rasna Sticks at Rs 5. These price points acted as a strong entry barrier for the competing brands.

Rasna is the market leader in the power-segment of Rs 1000 crore Indian prepared beverages market. The powdered beverages segment is valued around Rs 400-450 crore. Source : Business Standard.  The market has witnessed lot of competition but these competitors were not able to make a big dent in the market share of Rasna. Even the globally renowned brand like Tang was not able to make its mark in the Indian market. 

The brand hold tremendous recall and equity in the market and is the preferred choice to consumers thanks to the earlier brand building efforts. The kids who relished the " I love you Rasna " era has now grown up and the brand needs to establish the same connect with the next generation. Unlike the earlier Rasna generation, the new kids are growing up with Pepsi, Coke and Lays. 

In the last few years, the brand was trying to woo the so called " Youth " towards itself and messing up the brand. Afaqs Reports say that the brand earlier desperately wanted to break out of the earlier positioning worrying that it will be perceived as a kid's brand . I don't understand why the brand wanted to breakout from kid's market ( which is sufficiently large). In that process, the brand went into a positioning mess. 

How ever, Rasna did many right things in the other marketing mix elements. The brand priced itself smartly, launched many variants including squash and glucose powder , strengthened its distribution reach . 

Now the brand got back to the old ways. I am not sure about the reasons for this reversal of positioning strategy. How ever, it brings back the old memories for sure. 

Related Brand.

Rasna

ONE PIECE #644 "ゼロに" 【zip】

ONE PIECE #644　"ゼロに" 【end】

純潔のマリア 1巻-2巻 【zip】

純潔のマリア 1巻-2巻 【end】

ONE PIECE #644 【zip】

ONE PIECE #644 【end】　

محمود سعد ينهى تعاقده مع قناة التحرير رسمياً

محمود سعد ينهى تعاقده مع قناة التحرير رسمياً

أنهى الإعلامى الكبير محمود سعد تعاقده رسمياً مع قناة التحرير الفضائية، مساء أمس الاثنين، فى اتفاق ودى بينه وبين العضو المنتدب للقناة سعيد توفيق.
محمود سعد ينهى تعاقده رسميا مع قناة التحرير

وعلم أن الإعلامى الكبير محمود سعد أنهى تعاقده مع قناة التحرير فى أجواء ودية، ولم يختلف الطرفان على أى شىء من بنود إنهاء التعاقد، كما أبدى "سعد" احترامه الكامل للقناة، فى الوقت نفسه أبدى المسئولون عن القناة تقديرهم لمحمود سعد رغم خسارتهم لقامة إعلامية كبيرة.

وقد دعا الإعلامى الكبير محمود سعد، طاقم قناة التحرير، لحضور حفل عشاء فى منزله مساء اليوم الثلاثاء.

خالد صلاح يؤكد لبرنامج العاشرة مساء عدم وفاة مبارك

خالد صلاح يؤكد لبرنامج العاشرة مساء عدم وفاة مبارك

أكد خالد صلاح رئيس تحرير "اليوم السابع" أن ما تردد فى وسائل الإعلام المختلفة حول وفاة الرئيس المخلوع مبارك، بعد تعرضه لتوقف فى عضلة القلب، هى مجرد إشاعات تتجافى مع الواقع، وأن الرئيس السابق حى، ويعيش بشكل شبه طبيعى فى المركز الطبى العالمى।عدم صحة شائعة وفاة حسنى مبارك

وأضاف "صلاح" فى مداخلة هاتفية لبرنامج "العاشرة مساء"، الذى تقدمه الإعلامية الكبيرة منى الشاذلى، أن مصادر مطلعة بالجيش، والدوائر الطبية المحيطة بمبارك، أكدت له أن الرئيس المخلوع مازال حياً، وأنه تعرض خلال المرحلة الماضية لبعض المشاكل الصحية।

وأضاف خالد صلاح فى مداخلته التليفونية أن الذين تورطوا فى نشر شائعة وفاة الرئيس، لم يطلعوا على حقيقة الأمر، وجانبهم الصواب فى ذلك.

ONE PIECE #644 【zip】

ONE PIECE #644 【end】　

قناة روسيا اليوم تؤكد ان مبارك فى حالة حرجة وربما فارق الحياة

قناة روسيا اليوم تؤكد ان مبارك فى حالة حرجة وربما فارق الحياة

قالت مراسلة قناة روسيا اليوم في مصر باولا سليير ان الرئيس المخلوع حسني مبارك - الذي يحاكم بتهمة قتل المتظاهرين والفساد - ربما اصبح في حالة صحية حرجة، وانه ربما يكون قد مات في مستشفي المركز الطبي العالمي الذي يرقد فيه رهن الحبس الاحتياطي".
قناة روسيا اليوم مبارك فى حالة حرجة وربما قد فارق الحياة

وأضاف موقع القناة على الانترنت انه إذا كان نبأ وفاة مبارك صحيحا، فسيكون بذلك ثاني رئيس دولة يفارق الحياة منذ اندلاع الثورات في البلدان العربية فيما يسمى الربيع يسمى العربي بعد الرئيس الليبي معمر القذافي الذي قتل على ايدي الثوار.

ونقل الموقع عن وسائل اعلام مصرية قولها ان صحة مبارك تدهورت بعد معرفته بمقتل القذافي وعانى من نوبة قلبية بعد أن رأى جثة صديقه ملطخة بالدماء.

ولم تؤكد مراسلة قناة روسيا اليوم او تنفي ما اذا كانت النوبة القلبية أودت بحياة مبارك، لكنها اشارت الى ان قوات الجيش المرابطة حول المستشفى الذي يرقد فيه مبارك زادت من اعدادها وشددت الحراسة داخل وخارج المستشفى.

ويحاكم مبارك بعدة تهم، بما في ذلك طلب إطلاق النار على المتظاهرين الذين خرجوا الى الشوارع في مصر في يناير الماضي وأطاحوا في نهاية المطاف بحكمه.

نجيب ساويرس يتهم البورصة بالتقصير وينفى شائعة هروبه من مصر

نجيب ساويرس يتهم البورصة بالتقصير وينفى شائعة هروبه من مصر

القاهرة - قال الملياردير المصري نجيب ساويرس في تصريحات خاصة للعربية نت إنه لن يمنح خصومه ما يتمنونه وذلك في أول رد له على شائعات هروبه من مصر.
نجيب ساويرس ينفى هروبه من مصر

وحول إعلان البورصة أمس استقالته من منصبه قال ساويرس إن الاستقالة كانت ضمن بنود الاتفاق الموقع منذ نحو 9 أشهر مع شركة فيمبلكوم الروسية وليست بالأمر الجديد.

وأشار إلى أن هيئة الرقابة المالية والبورصة تقاعست عن أداء واجبها، وكان من المفترض أن تقرأ العقود والاتفاقات الموقعة بين أوراسكوم تليكوم (ORTE)وشركة فيمبلكوم الروسية.

ومن جانبه قال رئيس هيئة الرقابة المالية الدكتور أشرف الشرقاوي إنه يدرس حاليا العلاقة التى تربط بين رجل الأعمال نجيب ساويرس وشركة أوراسكوم تليكوم القابضة في ضوء الأنباء التي ترددت عن هروبه خارج مصر وذلك حفاظا على مصالح صغار المساهمين.

وقال ساويرس: إن الاتفاق مع فيمبلكوم يقضي بتركي كافة المواقع الإدارية من أوراسكوم تليكوم.

وأضاف الشرقاوي في تصريحات لوكالة أنباء الشرق الأوسط إنه سيتم دراسة الملف بالكامل وما ذكرته الشركة عن استقالة ساويرس من أي منصب تنفيذي وغير تنفيذي بها منذ يوليو الماضي للوصول إلى قرار بشأن استئناف التعامل على أسهم "أوراسكوم" من عدمه قبيل بدء جلسة تداول البورصة المصرية اليوم الاثنين.

دخول 7 اجنبيات فى الاسلام فى الرياض

دخول 7 اجنبيات فى الاسلام فى الرياض

اعتنقت 7 أجنبيات الإسلام بمدينة الرياض مساء الأحد، بينهن ممرضة أمريكية فى الأربعين من عمرها، وذلك بالمكتب التعاونى للدعوة والإرشاد وتوعية الجاليات فى البطحاء بالعاصمة الرياض.
7 اجنبيات بينهن ممرضة امريكية يعتنقن الاسلام فى الرياض

وقال مدير المكتب الشيخ نوح القرين فى تصريح صحفى، أن الممرضة "كارول"، التى تحمل الجنسية الأمريكية، وتعمل فى أحد مستشفيات الرياض، سمعت عن الإسلام من زميلاتها فى العمل، وكانت قبل ذلك ملحدة، وبعد تأثرها رغبت فى التعرف على الإسلام، وراجعت المكتب بالبطحاء، وقابلت أحد الدعاة الذى شرح لها تعاليم الإسلام، فأشهرت بعد ذلك إسلامها، وأشار القرين إلى أن الممرضة غيَّرت بعد ذلك اسمها من كارول إلى نسرين.

وفى سياق متصل، أشهرت 6 عاملات أجنبيات إسلامهن، ونطقن بالشهادة معلنات دخولهن الإسلام داخل القسم النسائى فى المكتب التعاونى للدعوة والإرشاد وتوعية الجاليات شمال الرياض، فى إنجاز يتكرر للأسبوع الثانى على التوالى.

وقالت مديرة القسم النسائى فى تصريح صحفى، إن العاملات ثلاث منهن من الجنسية الفلبينية، واثنتان تحملان الجنسية السريلانكية، والأخيرة إثيوبية. مشيرة إلى أن العاملات توافقن فى الحضور للمكتب، وأبدين رغبتهن فى السماع والتعرُّف على الإسلام.

وقد تحدثت إليهن الداعية وشرحت لهن محاسن الإسلام، بعدها نطقن الشهادة معلنات اعتناقهن الدين الإسلامى.

يذكر أن الأسبوع الماضى شهد إسلام 6 عاملات أخريات فى ليلة واحدة، خمس منهن يحملن الجنسية الفلبينية، والسادسة كينية.

Brand Update : Blackberrys wants to Go Sharp

India's premium textile brand- Blackberrys has been relaunched with a new positioning. The brand which earlier expressed itself as 'Sharp, Smooth and Sure ' now decided to be Sharp. Blackberrys is now running a television campaign with the new positioning.

Watch the new ad here : Blackberrys Go Sharp

The brand has not gone for a major repositioning exercise but has attempted to tweak its positioning and focus on one core brand value. The brand Blackberrys had three brand values which formed its positioning strategy. The key attributes were Sharp, Smooth and Sure ( Intelligent, Classy/Fashionable and Confident). Now the brand decided to focus on one attribute ie Sharpness in the brand communication. The tagline of Blackberrys has been changed to " Go Sharp". 

Having said that , the brand has not fully removed the other attributes. The new campaign also touches on fashion and confidence attribute but the most visible communication is anchored around ' sharpness'. According to a newsreport , the brand owners feel that the earlier positioning is too lengthy for the consumers to understand. Hence there arouse a need for a shorter positioning statement . Hence from the three attributes , the brand decided to chose to Go Sharp. The thinking is very correct because there is no need for a brand to communicate all its brand values through its positioning statement.  The positioning statement would ideally focus on the most important of the brand value ( or attribute). 

The current ad went above my head, and  I found it difficult to decipher the exact meaning conveyed by the brand through this advertisement. Thankfully this report gave lot of insights into the current campaign. As per the report, the protagonist represent the sharpest mind who is chased by the paparazzi .   

" Go Sharp " is a nice tagline and the concept and thinking behind the branding is also good .The ad also aims to be clutter-breaking ( although I couldn't get the idea). The problem now most textile brands face is the clutter. All brands now talk about their protagonists to be the best in the world. Hence Blackberrys ' current pitch will be lost in the sea of celebrities and super-human brand ambassadors. 

Related Brand

Blackberrys 

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Brand Update : RIP Tata Indicom ( 2006-2011)

Tata Indicom is dead. The CDMA brand from Tata Teleservices is going to be integrated ( migrated / replaced/exorcised) to Tata Docomo. According to various newsreports, the Indicom brand will be killed and the entire mobile telephony and related services will be brought under the Tata Docomo brand. 

By bringing the entire services under a common brand, Tata Teleservices will be able to reduce the marketing costs and avoid brand confusion. 

But a dead brand is a dead brand. For me every dead brand is a failed brand. 

The new move also marks the larger role played by NTT Docomo in the mobile services JV with the Tata. The branding to Tata Docomo shows the prominence of DoCoMo brand which is the primary brand and Tata brand name is being used as an endorser brand. 

Tata Indicom as a brand was not able to create any strong image in the consumer mindspace. The poor quality ads and confused positioning put the brand way behind aggressive competitors like Vodafone, Idea and Airtel. But compared to Tata Indicom , DoCoMo is an aggressive brand and the promotions are clutter-breaking. By bringing all services under a single brand especially in a low-margin, highly competitive market like cellular services make immense business sense. 

CDMA services also did not quite clicked in the Indian market and consumers were not convinced about the technological supremacy of CDMA over GSM. Now that Tata Teleservices got a foothold over the GSM services through the Docomo JV, the relevance of Tata Indicom's CDMA services has diminished considerably. I wouldn't be surprised if the entire CDMA services will be put in the backburner by Tata Teleservices. 

RIP Tata Indicom ..

Related Brand

Tata Indicom

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بالصور مقتل القذافى بعد اشتباكات فى سرت

بالصور مقتل القذافى بعد اشتباكات فى سرت

بثت وكالة الأنباء الفرنسية منذ قليل صورة لجثة العقيد معمر القذافى ، فيما نقلت وكالة أنباء رويترز عن مسئول فى المجلس الانتقالى الليبى اليوم، الخميس، تأكيده وفاة العقيد الليبى معمر القذافى "متأثرا بجروحه"، وذلك عقب لحظات من إعلان مسئول آخر بالمجلس اعتقال القذافى والمتحدث باسم قواته موسى إبراهيم.
صور وفاة معمر القذافى

من جانبه، صرح محمد شمام، وزير الإعلام فى المجلس الانتقالى الليبى، بأن مصطفى عبد الجليل، رئيس المجلس الانتقالى، سيظهر خلال ساعات ليؤكد صحة هذه الأنباء.

وذكر طبيب لوكالة الأنباء الفرنسية أن أبو بكر يونس جابر، وزير الدفاع فى نظام العقيد معمر القذافى، قتل فى سرت، وقال الطبيب عبد الرؤوف، إنه "تعرف على جثة أبو بكر يونس جابر" فى مستشفى سرت الميدانى.

وبحسب مصادر طبية وأحد المقاتلين، جرح أيضا قائد الكتاب الأمنية للنظام السابق منصور الضو ونقل إلى المستشفى الميدانى نفسه. وكان تردد أن منصور الضو بين أقطاب النظام السابق الذين لجأوا إلى النيجر فى سبتمبر، كما تحدث التليفزيون الليبى فى طرابلس، تليفزيون "ليبيا الحرة"، عن اعتقال منصور الضو فى سرت.



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Vodafone Blue : For Facebook Lovers

Brand : Vodafone Blue
Company :Vodafone

Brand Analysis Count : 502

Vodafone Blue is a Facebook dedicated mobile phone from Vodafone. The brand is thoroughly interesting because of its unique positioning. Vodafone Blue was launched in September 2011 targeting the ultimate Facebook fan. 

It is not unusual for a mobile service provider to dabble into the hardware . But most of such launches went largely unnoticed by consumer. This bundling of hardware and software although very much popular in the Western market is not yet being popularized in the Indian market. 

Vodafone Blue is manufactured by Alcatel and is co-branded by Vodafone and Facebook. This brand is an example of co-branding between two service providers. India is witnessing a huge surge in social networking usage. Facebook is leading the pack with an estimated 33 million Indian users. Vodafone is a leading player in the Indian mobile telephony with an estimated subscriber base of around 143 million. So coming together to tap synergies is the aim of this co-branding exercise.

Since most of the mobile service providers are grappling with the issue of wafer-thin margins, data usage is being viewed as a revenue generation & survival opportunity by most players. The rise of popularity of social networking sites provides ample opportunity for mobile service providers to gain revenue and also increase subscriber base. Vodafone's interest in this venture will be to increase its data usage subscriptions. For Facebook, India is a crucial market both interms of users and also advertisers. Partnering with a major player like Vodafone will bring in more users and importantly more usage of its site. So on paper , everything sounds logical and good.

Vodafone Blue's USP is its tight integration with Facebook. The product can be said as a Facebook phone and the product is aiming to give a pure Facebook experience to the consumers. This is not the first brand to come out with a Facebook phone. Earlier HTC has launched HTC ChaCha brand with a dedicated  Facebook button. Vodafone Blue has product features like - dedicated F button, FB is always working on the background, easy sharing of photos and messages etc.

The big question is whether Indian consumer needs such a product that is heavily integrated to only one social networking site ? The product is a niche but only time will tell whether this product is going to have enough takers to justify its existence. It is true that Facebook is hugely popular in India but will a consumer be willing to shell out Rs4500 for a dedicated phone is  a doubtful proposition.

There are many good things about this phone. The hardware is decent so are the looks. But there are many other phones in the same price range that offers many more features than Vodafone Blue. Hence for an average consumer, Vodafone Blue may not be a compelling buy. 

Another interesting facet of this brand is its communication. The brand is running a high profile tvc for its launch.

Watch the ad here : Vodafone Blue 

The ad conceived and executed by Ogilvy  is being shot as a Broadway Musical. This is the first time that an Indian brand has taken up a Broadway musical theme. The ad was interesting as a first-watch then became too long and boring. 

Although the ad had some elements of creative brilliance, the purpose of the ad baffled me. Is that ad for Facebook or Vodafone Blue ? Do Facebook needs such a campaign explaining FB features ? Why such a long ad failed talk any single feature about the phone ?? 

According Business Standard,  the brand is targeting non-metro consumers. The brand feels that the next social networking wave will come from these tier II cities. In that case the advertisement is way off the mark. Secondly, the consumers who already are the users of FB need not be re-educated about FB features. So an expensive advertisement made to show creative brilliance and no strategy.

According to the reports, Vodafone is offering one year unlimited FB access to the buyers of Vodafone Blue. The phone comes locked with the service providers and the consumer has to chose a pre-paid plan for this phone to enjoy the FB services. 

I am no expert in forecasting the success of brand launches. Vodafone Blue is an interesting experiment in the social networking space. A dedicated social networking phone without over-focus on any one social networking site would have worked better, but here in the case of Vodafone Blue, it is a co-branding initiative. Time will tell whether this experiment was worth it or not.