Brand extensions have powered Eveready’s growth. Now it needs recharge
In this age of electronic dependence guess
what electronics depend on? Of course on batteries, and when talking of batteries, one can’t just help but say: ‘Give me Red’. Initially tagged as a rural brand in the Indian market and later appealing to the hearts of many young Indians with their in-your-face tagline, Eveready has certainly come a long way. On January 3 last year, it extended its brand by launching ‘Eveready Power on,’ entering the Mosquito Repellent coils market. A market leader in dry cell battery and flash-light industry already, the strategy behind this fresh introduction was to concentrate on proper retail and display instead of just depending on their distribution network for easy reach of the rural masses. And proudly states a spokesperson from the Eveready Industries marketing team, “Eveready brand has never faced any set back that is why we have extended the brand to ‘Eveready Tea’ and ‘Eveready Power on’ mosquito coils. We have a 70%-80% top of the mind recall.” The company certainly seems recharged with its fresh introductions in the market keeping in mind the growing needs of the huge Indian rural masses. With Amitabh Bachchan fitting their bill as their brand ambassador, 70-80% top of the mind recall of their brand, especially appears to be their claim to fame!
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Source : IIPM Editorial, 2008
In this age of electronic dependence guess
what electronics depend on? Of course on batteries, and when talking of batteries, one can’t just help but say: ‘Give me Red’. Initially tagged as a rural brand in the Indian market and later appealing to the hearts of many young Indians with their in-your-face tagline, Eveready has certainly come a long way. On January 3 last year, it extended its brand by launching ‘Eveready Power on,’ entering the Mosquito Repellent coils market. A market leader in dry cell battery and flash-light industry already, the strategy behind this fresh introduction was to concentrate on proper retail and display instead of just depending on their distribution network for easy reach of the rural masses. And proudly states a spokesperson from the Eveready Industries marketing team, “Eveready brand has never faced any set back that is why we have extended the brand to ‘Eveready Tea’ and ‘Eveready Power on’ mosquito coils. We have a 70%-80% top of the mind recall.” The company certainly seems recharged with its fresh introductions in the market keeping in mind the growing needs of the huge Indian rural masses. With Amitabh Bachchan fitting their bill as their brand ambassador, 70-80% top of the mind recall of their brand, especially appears to be their claim to fame!For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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