- August 26, 2017
Before the Death of a Brand :- Ajay Singh Rawat
Delhi—The Customers keep tossing their loyalty toward Products, Brands, and Services and as a marketer we continue to lure them by spending on Advertising and Marketing.
Why Customers keep hopping their loyalty? Why does it happen that at a certain age we buy and joy with particular brand but after few years later, we no more buy\love that brand.
Long time back during 1990s, Cadbury was struggling with this Loyalty syndrome and finding it difficult to understand that why do Grown-up Kids, Office goers and matures do not love the chocolates any more but gift to babies and small kids! The team went to Ogilvy and Mather office and appointed the agency to help them on sliding sales and consolidates Brand positioning.
Mr. PIyush Pandey had started working on Cadbury account. In one of his visit to abroad, in a departmental store he saw a well suited middle aged Gentleman who was picking a box from the shelves but slipped it to floor. He tried to catch the box but it slipped underneath somewhere. He started crawling and finally picked up the box.
Mr. Pandey, who was watching all this from far, was amazed and astonished as he did not expect from a middle aged gentleman in corporate attire to behave in more child like manner and this incident made him to think that we all have a small child inside us who is unlike one’s materialistic position or social state.
He wrote best lines to create that emotion which was going to bring the loyalty back toward Cadbury, “kuch khaas hain hum shabi main, kuch baat hain hub shabi main”.
Oglivy & Mather and Cadbury India together had done something great and after this campaign there was a complete shift from Loyalty point of view. All including matures and elderly started getting connected to Cadbury.
…..also as a kid we continue to have more affection and love toward ‘Chacha Nehru’ and ‘Mahatama Gandhi’ on 14th November and 2nd October there is definite remembering of these two very symbolic figures of History.
But as we grow and become more mature and rebel with age to reach in our 15-16, there is a complete dramatic shift of our loyalty towards Bhagat Singh, Chander Shekhar Azad, Subhas Chandra Bose etc. The two symbolic figures, no more remain as relevant to us as the names referred above.
Why does this happen? It has been always challenging to Advertise and Market the Brand better but following can be considered:
• Place your Brand Rightly.
• Continuous Innovation and R&D.
• Keep an Eye on competition before they bring a new Euphoria.
• Be Strategic and Static.
• Remain connected to your Customer.
