Sunday, November 7, 2010

Saturday, November 6, 2010

Traditional Media

Traditional media has been getting a bad rap for the past few years. There has been a movement towards online and mobile media and marketers are not very enthusiastic about print and TV. Recently, some brands have shown marketing success resulting from judicious use of print and TV advertising.

For several years, Amul Butter has been running a legendary "utterly butterly" outdoor campaign. When they started losing market share in the past few years, they realized that for maintaining a market share of about 70%, concentrating largely on a single media was not wise. They rolled out a TV campaign with a new tagline, nice ads and they sponsored some relevant high-TRP TV programmes. As a result, they have been able to get back their stratospheric market share, increasing by 15% in a very short time.

Royal Hygiene is a start-up in a very difficult FMCG product category. Their brand, Shecomfort, just pipped the MNC, Kimberly-Clark, to become the 3rd largest selling sanitary napkin in India. One of the ways they achieved this was by concentrating on print media when all the others were stuck on TV. So, they were able to stand out in a media largely uncluttered by their competition.

Futurebazaar was able to build up its customers base by running a TV campaign promoting its website. It was a very good example of an Integrated Marketing Communication (IMC), as it was combined very well with a email campaign to promote their 'sale' days.