‘IMC’ EXAMPLES : ‘IMC’ EXAMPLES LMN- Emergency Lemon Refresher : LMN- Emergency Lemon Refresher *Parle Agro answer to Nimbooz (Pepsi)
*LMN is powerful and modern Brand.
*Targeted at younger generation…
(Packaging and Promotion)
*Positioned as refreshing drink and better to ‘nimbu pani’
*Tagline is EMERGENCY LEMON REFRESHER
*110ml for Rs. 5 Tata Nano : Tata Nano *Low cost does not necessarily mean a 'cheap ' car
*Stylish look, spacious interiors and a good quality drive
*Many Indian consumers irrespective of social class is going
to buy this car because it is a very good looking , highly
functional car and not because it is a cheap car.
*Symbolizes the brand's promise of an affordable car for the masses.
*Tagline is NOW YOU CAN
*Rs. 1,25,000/ Rs. 1,52,000/ Rs. 1,72,000 Western Union : Western Union *Western Union has launched a new global branding campaign. This is the first
global branding campaign by Western Union in its 150 year history. The new
branding campaign gives a fresh new perspective to the brand.
*Money transfer is not a glamorous business. But creativity can make this
service a worthy glamorous brand. The new campaign has done just that for
*Created by Publicis Hongkong, the new campaign has given a new tagline for
Western Union – YES!
*This simple small three letter word is one of the most powerful taglines a brand
can get. The new branding campaign is based on hope ,optimism and can-do
*The Yes tagline has a universal appeal across the markets which the brand
serves. The brand rightly captures the essence when it says " Say Yes to
Brighter Future". Bournvita- Little Champs : Bournvita- Little Champs *Targeting little kids (2-5 years). Competing with Junior
Horlicks in this segment.
*New Extension and Sania Mirza to endorse this product.
*Bournvita Li'l Champs is touting on its nutritional content
and its 5 Star taste to catch the target segment.
*The packaging is refreshingly new and attractive. The
brand is promising the mothers to make their kids
champions like its brand ambassador.
*Unlike Junior Horlicks which is built on the platform of
functional benefits, Li’l Champs is riding on higher platform
of emotional benefits. Arrow-Now You Know : Arrow-Now You Know *Leading premium readymade brand in India.
*Globally Arrow brand belongs to Cluett Peabody . Since 1993, India,
the brand is manufactured and marketed by Arvind Brands.
*Arrow is predominantly a shirt brand. This American brand was made
famous by JFK is a preferred shirt brand of Executives.
*Competing Brands are Louis Phillipe and Van Heusen . This premium
brand thrived on the International image and Arvind Co nurtured this
brand by making the brand exclusive and through restricted availability.
*Expensive and had the quality and finish. Arrow was famous for its
ultra- formal shirts. Consumers liked to show off the brand and the
famous Arrow brand mark near the cuff. The brand used to promote
itself using print media.
*Arrow had tried to build its brand using its American heritage. The
brand had the tagline Authentic American and used foreign (American)
models to reinforce the association. Arrow-Now You Know : Arrow-Now You Know *Arrow was popular among the older business class. The company felt that the brand is losing its position among the emerging young turks . In 2008 the company designed to reposition itself to target the youth. The brand adopted a new tagline " When You Know ". The target segment was identified as SEC A male aged 25-35 years. Print campaign highlighting the new positioning were released across the market.
*Since there is a huge equity and awareness, these brands feel that there is no need to promote. Zodiac , Color Plus ,Park Avenue and Louis Phillippe has been consistently investing in brand promotions but not Arrow.
*Arrow had established itself in the market not because of its campaigns but because of the quality, premium and exclusivity. The question is whether the brand still retains those value elements in the mind of the consumer. With readymade brands entering the market in dozens, no brand can rest on its laurels. Atleast for now....