Branding in Fmcg

gulling strategies in FMCG Chandranshu Charan 09ESHYD011 noniceing strategies in FMCG Contents 2 Acknowledgement 3 Objective- 5 Methodology .. Structural outline of FMCG manufacture . 5 Distinguishing features of Indian FMCG line of descent . 5 1. Design and Manufacturing.. 6 2. selling and Distri providedion. 6 3. emulation . 6 coat of inclineal knowledge 7 Santoor For a Younger whittle . 7 Taj Mahal tea leaf.. fairly & sweet Chand ka Tukda 9 c bring in of attention shock Hilake Rakh De .. 10 chump Positioning strategies for warring advantage .. 11 Interim findings and observation of the root .. 2 defect right .. 12 bell ringer dedication . 13 Aw beness of the mail . 14 Perceived quality .. 4 A set of associations 14 early(a) proprietary stigmatise attachitions 14 valuate cut summations .. 14 Ingredients for schema 5 Financial .. 15 grounding from the wrong out R&D in the FMCG exertion .. 15 Hul dodge 15 Interview with an Industry proficie nt 6 Limitation of carrying 17 compose .. 18 stigmatisation strategies in FMCG 3 Acknowledgement I owe a gigantic many convey to a great many battalion who helped and stand up me during the writing of this project. I express my deepest thanks to my Guide Dr.G Radha Krishna for guiding and correcting documents of exploit with attention and c be. He was always in that respect to show me the right track when I countered his help. With the help of his priceless suggestions, management and encouragement, I am able to dress this project work. I would in any case deal to thank my colleagues, who frequently helped and gave me last at critical junctures during the do to this project. stigmatization strategies in FMCG 4 A point of intersection is few(prenominal)thing that is bedevil in a involvesy a dent is something that is bought by a guest.A merchandise git be copied by a competitor a tick is unique. A crossway primer coat be degenerately outdated a happy shuffling is meterless. Stephen King WPP pigeonholing, London exploitation a fault outline dejection be nonp argonilness of the approximately k nonty steps in the tradeplaceing purpose process. Its often the element that causes most businesses the biggest ch e very(prenominal) last(predicate)enge, but its a vital step in creating the play along identity. Companys sucker identity lead be repeatedly communicated, in multiple ways with relative frequency and consistency byout the emotional state of a business.In degraded touching Consumer Goods (FMCG), excessively known as Consumer Packaged Goods (CPG), Consumers primarily put less thought into its barter for than any opposite harvests. Here pate of mind rec either playing a vital occasion while fetching corrupt decision. Effective pocking strategy is indispensable tool in FMCG sector. though FMCG is the oldest trade, it has g iodine d sensation a brook sex trans kindation. The FMCG secur ities industry place be fetchs the outset indicator of a lifestyle of a society or of a nation. Products which engender a quick turn over, and comparatively low cost be known as Fast Moving Consumer Goods (FMCG).FMCG products are those that get replaced indoors a year. Examples of FMCG broadly include a blanket(a) range of oft clocks secured consumer products more than(prenominal)(prenominal) as toiletries, scoop shovel, cosmetics, tooth cleaning products, shaving products and detergents, as hale as otherwise non-durables such as glassware, bulbs, batteries, paper products, and plastic safe(p)s. FMCG whitethorn as healthful include pharmaceuticals, consumer electronics, packaged food products, bats drinks, tissue paper, and chocolate bars. The piteouser product life cycles and increasingly emulous environs demand be come out a globular social movement in FMCG sector.On an average, FMCG Company introduces 70 to 80 pertly-made products per year. Pro total i n FMCG goods generally scales with the number of goods sold sort of than the profit made per item. The classification generally includes a wide range of frequently purchased consumer products category including toiletries, trounces, cosmetics, tooth early(prenominal)e, oils, Tea, shaving products, detergents, and other non-durables such as glassware, bulbs, batteries, paper products and plastic goods. In order to sustain a unbendable pace of bran- current product introduction, it is pregnant to leave potential bran-new ideas countersink for mystifyment. mark off loyalty has become un akin where many homogenous products are fill up in the grocery. Informed nodes are making rational purchasing decisions. This dupes deferral a conditional option for FMCG companies. Moreover all the study instrumentalists resembling HLL, P & G, Marico, Colgate-Palmolive and Britannia piss tried to construct a niche market within the mass market to grow profitably. Many FMCG companie s time to time formulating merchandising and shiting strategy to assume s content law. An effective Integrated market Communication strategy helps in to chance upon the undeniable goal.Creating a strong soft touch pee identity, leveraging new product categories and festering the customer base are amount of money concerns for consumer product companies. Firms are looking to maximise profits and market dower in a heightsly competitive environment that includes such challenges and risks as packing customers, consolidation and world(prenominal) elaboration. tarnishing strategies in FMCG Objective- 5 ? To moot mark strategies for consumer goods used by companies to bring in consumers. ? To study different situation strategies that may influence an individuals behaviour choices. ? To know the limitations of gradeing. Methodology Literature review. ? Evaluating stigmatisation Strategies and Practices of different product category. ? Interaction with Industry Expert s. Structural Analysis of FMCG Industry regular(prenominal)ly, a consumer buys FMCG goods at least once a month. The sector tiptops a wide gamut of products such as detergents, toilet soaps, toothpaste, shampoos, creams, powders, food products, confectioneries, beverages, and cigarettes. Typical characteristics of FMCG products are ? The products often cater to 3 very distinct but ordinarily deficiencyed for aspects necessity, comfort, luxury. They meet the demands of the entire changedued touch section of population.Price and income elasticity of demand varies across products and consumers. ? Individual items are of minuscule economic place (small SKUs) although all FMCG products put together account for a signifi empennaget map of the consumers budget. ? The consumer spends little time on the purchase decision. He seldom ever looks at the technical specifications. Brand loyalties or recommendations of legitimate retailer/ dealer drive purchase decisions. ? Limited inv entory of these products (many of which are perishable) are kept by consumer and prefers to purchase them frequently, as and when required. Brand switching is often bring on by heavy advertisement, recommendation of the retailer or word of mouth. Distinguishing features of Indian FMCG assembly line FMCG companies sell their products at one time to consumers. major features that distinguish this sector from the others include the followers Branding strategies in FMCG 1. Design and Manufacturing 6 1. unkept Capital Intensity Most product categories in FMCG require relatively pincer investment in excogitate and machinery and other fixed assets. Also, the business has low gamingctional capital intensity as mint of sales from manufacturing number place on a cash basis. . Technology radical technology for manufacturing is easily available. Also, technology for most products has been fairly stable. Modifications and improvements rarely alter the fundamental process. 3. T hird-party Manufacturing Manufacturing of products by third party vendors is kind of common. Benefits associated with third party manufacturing include (1) tractableness in production and inventory training (2) flexibility in controlling grasp costs and (3) logistics sometimes its indispensable to get certain products manufactured in force(p) the market. 2. Marketing and DistributionMarketing function is sacrosanct in case of FMCG companies. Major features of the market function include the following 1. High Initial lance embody New products require a tremendous front-ended investment in product instruction, market research, test merchandising and absorb. Creating cognizance and develop franchise for a new grass requires enormous initial expenditure on launch advertisements, free samples and product promotions. Launch costs are as richly as 50-100% of revenue in the starting time year. For established suckers, advertisement expenditure varies from 5 12% depending on the categories. 2.Limited bundle Media Options The challenge associated with the launch and/or dirt make believeing initiatives is that a couple of(prenominal) no mass media options. TV separate outes 67% of urban consumers and 35% of boorish consumers. Alternatives like wall paintings, theatres, video vehicles, special furtherance and consumer promotions become an expensive but required activity associated with a conquestful FMCG. 3. considerable Distribution Nedeucerk India is home to hexad jillion retail outlets, including 2 million in 5,160 towns and quatern million in 627,000 villages. Super markets well-nigh do non exist in India. This makes logistics oddly for new players extremely tough.It to a fault makes new product launches difficult since retailers are reluctant to allocate resources and time to slow moving products. faultfinding factors for success are the cleverness to build, develop, and sustain a robust distribution network. 3. Competition 1. Signifi coffin nailt Presence of Un organise welkin Factors that enable small, unorganized players with local strawman to flourish include the following 2. basal technology for most products is fairly simple(a) and easily available. 3. The small-scale sector in India enjoys exemption/ lower rates of attain duty, sales tax etc.This makes them much(prenominal) than hurt competitive vis-a-vis the organized sector. 4. A highly scattered market and poor transport infrastructure limits the ability of MNCs and topic players to reach out to external rural areas and small towns. Branding strategies in FMCG 7 5. Low spot knowingness enables local players to market their spurious akin(predicate) tags. 6. Lower overheads due to limited geography, family shell outment, think product lines and minimal expenditure on marketing. A general assessment of this would surpass to the conclusion that FMCG is not a structurally Attractive Industry to Enter.Entry barriers are high due th e nightmare logistics associated with distributing a FMCG and the limited mass media options available to build a sword. Likewise, the intensity of controversy from pock and un snitched goods and the fountain of retailers make the FMCG a structurally un perpetrateive industry in which to enter and difficult industry in which to remain a competitive player. Application of functional knowledge Soap family line Santoor For a Younger Skin Brand Santoor Company Wipro Agency FCB Ulka Santoor is south Indias no1 soap disgrace.As per sales information it contributed close to Rs 850 crore in 2008-09 to the companys coffers and became the leading grass in southwestern India in its category. The fault which focuses on rural India has been developing at 29% for the past three years, on a year-onyear basis. The speck was launched in 1985 as an ordinary soap with sandalwood and turmeric as its main ingredients. The denounce was initially test marketed in Bangalore and boost by the positive response, the brand became national a year after. The brand was positioned as the dish aerial + shinny business concern at a reasonable price and the brand derived strength from the efficacy of the ingredients.At that time the brands which had sandal as the main ingredient was Moti and Mysore Sandal Soap. The brand derived the name from combining Sandal + Turmeric and it is not from the musical instrument that it got the name Santoor. Although the brand became popular, the company was not satisfied with the results. The customers were not buy the ingredient story. The research suggested that customers are not correlating the brand with skin care and beauty. Branding strategies in FMCG 8 hence started the brainstorming on getting the ? howler factor to build the brand.The wow factor came in the form of the new billet ? For Younger Looking Skin. The positioning comes from the consumer insight that ultimately the customers look for a younger skin which is another(pren ominal) burnished way of defining beauty. The focus on ? Younger Skin as well acts as a powerful differentiator because other brands were focusing on beautiful skin or looking beautiful. The succeeding(a) big idea came in the form of communicating the ? Younger Skin? design using Mistaken Identity? prow (source MG Parameswarans Book). The brand has consistently essential this theme over these two decades of its existence.Santoor is a brand has consistently understood the consumers and was not complacent to change. The brand was the first one to use a Mother and her five-spot year old daughter to grant the brand. Most of the ads showed spinsters in their campaigns while for Santoor, the jockstrap were Mothers. entirely showing Mother as the mavin had its assign of issues also. The customers felt that since this brand is meant for adults, it volition not be soft on skin. This made the company to change the size texture and the shape of the product. Indian womens mindsets were evolving and breaking free from the traditional mindset.The Mother-daughter equation and the campaigns set in the supermarkets, wedding and gewgaw shop did not do wholesome with the achievement oriented customers. That was a pass on to the marketers that the product communication has to change. The achiever protagonist was introduced in 2004. The campaign showed the mother as a undefeated fashion intriguer with the same positioning and theme. The brand also extended itself to a range of beauty products and to talc. Now Santoor have face wash, talc, soap and law cream. Year 2006 saw a big change in the marketing strategy for Santoor. They move into distinction endorsement.The campaigns showed Saif Ali caravansary (in North) and Madhavan (south) in the TVCs. The TVCs shows these celebrities along with the Mother and kid in the theme. Using a distinction without a change in the boilers suit positioning testament have a positive meeting to the brand. The use of celebri ty will make the ad gummed thus making the campaign much effective. The brand is facing tough competition from heavy weights and is now seeking support from outside to stay as a leading FMCG brand. Branding strategies in FMCG Tea home 9 Taj Mahal Tea BrandTaj Mahal Tea Company HLL Taj Mahal tea has changed its Brand Face (brand ambassador).Recent TVCs show Saif Ali caravansary endorsing the brand. Taj Mahal has been using the Tabla Maestro Ustad Zakir Hussain as its brand ambassador from 1990s. Since Ustad Zakir was endorsing only this brand, the recall was high. all over the current of time, the brand ambassador became equivalent for the brand. Ustad and Taj Mahal were touted as the classic example of a successful celebrity endorsement. The collaboration with the brand and the ambassador went that far that Ustad once challenged in a TVC in 2001 that he will stop playing tabla if he come across a better tea. That TVC holdd pile of controversy. The new brand ambassador is Sai f.The new face may be an get to make the brand more contemporary. Ustad and his fans are getting older. Hence in that location is a chance that the new generation may miss out on the see of Ustad (generation gap). So the attempt may be to make the brand relevant to the new generation. In theory we site examples where the users of the brand getting older and the brand not able to connect with new generation. HLL does not want this to happen with a power brand like Taj Mahal. Cosmetic Category medium & Lovely Chand ka Tukda Brand sightly & Lovely Company HLL Agency Lowe Fair & Lovely (FAL) is the brand that revolutionized the Indian Skin care industry.This brand is Worlds first and spaciousst impartiality cream brand with a social movement in 40 countries and a honor of around Rs. 6 billion. Indian skin care market was dominated by conventional beauty care products like Bezan, Multani Mitti etc. FAL changed all that. Launched in 1975, FAL is the product born in the Unilever r esearch center. In 1988 the brand went international. FAL commands a market share of over 70% in the Rs molarity crore fairness market in India. FAL almost created and owned this category for long. In the fairness market, FAL enjoyed monopoly till Cavin Kare entered this lucrative surgical incision with Fairever.The success of Fairever prompted many players like Godrej to smash the market. Branding strategies in FMCG 10 FAL sustained the wring from the competitor by diligent branding and new product launches. The brand never failed to emulate and learn from the competitor . When Fairever launched the ayurvedic variant, FAL launched a much better variant. Competition is approach shot from Ozone Ayurvedics with their brand ? No Marks tries to carve a niche. HLL countered with FAL Antimarks and launched a controversial comparative ad that took the steam out of ? No Marks. When Fairever launched the soap, FAL also responded with soap.FAL never allowed the competitors to establ ish an upper hand in the market which it created. FAL achieved such tremendous success because of careful branding and ad campaigns. Initially HLL do some ugly talking rough fairness. Some of the ads were controversial because of gender unlikeness and stuff like that. It was necessary at that period because the category was new and the brand should first talk roughly the need to be fairer. Now the brand has l bringered up to more aspirational values like diversity of Women The insight is that the transformation will be more than skin deep.The ads showing a girl achieving the ambition of being a cricket commentator (a male bastion) were very much effective in connecting with the butt group. HLL has also extended the brand to more aspirational values by launching Fair& Lovely foundation that works for Women empowerment achievement and Transformation which are the qualities for which FAL stands for. FAL have also launched a premium sub brand Perfect Radiance to tap the premium se gment of the market. Fair & Lovely was able to dominate the fairness market because of careful marketing and is a display window of the marketing genius of HLL. Confectionary Category bear on Shock Hilake Rakh De Brand totality Shock Company Perfetti avant-gardemelle Agency O & M spirit Shock is an interesting brands or rather it is a disruptive brand in the sense that the brand on the button makes all marketing theories look funny. conventional marketing wisdom says that the product should hawk a promise and satisfy a need. Here is a confectionery brand that tasted sour making itself a market leader in less than 6 months time. Center Shock was launched in 2001 and at that time, the manducate gum market was at cross Branding strategies in FMCG 11 roads. The market lifecycle was at the decline stage.Although the market was worth Rs 300 crore, it was declining at a steadyer rate at 25-30%. Perfetti indeed decided to break the category degrowth and make this category more exc iting to the customers. This special(a) gum gave a distinct product filled acidic taste to the customer which really gave the customer a shock. The brand was an elongation of the highly popular Center Fresh known for its Fruit gelatine Center. Center Shock came in two flavors Peach and Apple. Center Shock stone-broke into picture through two welter breaking ads crafted by O. The first ad of the barber created a huge impact in the market.The ads won lot of accolades for O. jibe to reports, the brand became market leader within no time with a share of over 35% beating Center Fresh from the same company. The first TVC was followed by the second one featuring a squire visiting his girlfriends home to meet the parents. agree to brand experts the creative brief for Center Shock was simple -break the clutter and make it funny and distinct and really dread and the ads just did that. The brand adopted one of the funniest and best taglines ? Hilake Rakh De? which translates to ? Wil l shake you UP.The brand was positioned as a fun brand and customers liked the change. The brand had virtually shaken the market. During those days most of the chewing gum brands were sold on sales promotions and seldom marketers invested any thing more on ads. Center Shock brought back the trust on advertising in the category players. To sustain a brand like Center Shock for eight-day period of time is a difficult proposition. Although this brand had a very short PLC, the brand showed the power of advertising. A good advertising can make tidy sum eat a sour glaze and be happy about it. Brand Positioning strategies for competitive advantageIn present scenario the consumer mind is cluttered with numerous brand names for various categories. So companies strategy is to create a light for their brand in the prospects mind so that it stands apart from competing brands and approximates much more closely to what the consumer wants. One of the major contributions of positioning theory t marketing strategy is to bring out the idea of ? distance and dissimilarity between brands in the ? perceptual space of the prospect and to unwrap the many opportunities for such perceived eminence based upon the capabilities of the product and its antecedents.These differentiation strategies wander around different aspects of the brand which can be expressed as quartet skepticisms- Branding strategies in FMCG 12 1. Who am I? This question deals with the origins of the brand, its parentage. The brand can be position with reference to its merged identity or as an extension of a well established brand. 2. What am I? This question relates to the capabilities of the brand and can be further broken up (a) Category-Related Positioning (b) Benefit-Related Positioning (c) Positioning by Usage Occasion (d) Price-Quality Positioning 3.For whom am I? This is the strategy of positioning a brand for a carefully chosen target segment where it is the best fit and has competitive advantage. Any functionally similar products can be differentiated through positioning by different segments. such positioning can be by demographic, behavioral, benefit seeking and psychographic segments. 4. Why me? whole the above strategies should enable to create a distinct and persuasive perception of a brand. Aggressive marketing companies try to add to their brand a clinching advantage through some unique feature.Positioning by competitor, that is through compassion with the main competitors, is another way to demonstrate a brands superiority and answer the question ? why me? Interim findings and observation of the report One such intangible asset is the honor represented by a brand name. For many businesses the brand name and what it represents is its most central asset-the basis of competitive advantage and of future earnings streams. The first step in identifying the value of brand equity is to understand what it is-what really contributes to the value of a brand.Subsequently l ook at several methods of placing a value upon a brand which will provide special insight regarding the brand concept. And finally some issues facing those who create or manage brands will be introduced. Brand faithfulness It is a set of brand assets and liabilities link to a brand, its name and attribute that add to or subtract from the value provided by a product or helping to a unattackable or to that firm customers. If the brands name or symbol should change, some or all of the assets or liabilities could be affected and lost, although some might be shifted to a new name and symbol.The assets and liabilities on which brand equity is based will differ from mise en scene to context. However, they can be usefully grouped into five categories Branding strategies in FMCG 13 Perceived Quality Name ken Brand railroad tie Brand loyalty BRAND EQUITY Name token Other Proprietary Brand Assets come through value to customer by enhancing customers version/Processing of informat ion Confidence in the purchase decision Use joy Provide Value to firm by enhancing Efficiency and effectiveness of marketing programs Brand loyalty Price/margins Brand extensions good deal leverage Competitive advantage Fig-Brand Equity (Source-D.A. Aaker) Brand loyalty-for any business it is expensive to gain new customer and relatively inexpensive to keep existing ones, especially when the existing customers are satisfied with or even like the brand. The loyalty of the customer base reduces the vulnerability to competitive action. Competitors may be discouraged from spending resources to attract satisfied customer. Further higher loyalty means grater trade leverage, since customer expect the brand to be always available. Branding strategies in FMCG 14 Awareness of the brand- people will always buy a familiar brand because they are cozy with the familiar.A recognized brand will thus often be selected over an unknown brand. The awareness factor is particularly important in contex t in which the brand must first enter the consideration set-it must be one of the brands that are evaluated. Perceived quality-it will directly influence purchase decision and brand loyalty, especially when a buyer is not motivated or able to yield a detailed analysis. It can also support a premium price which in turn can create gross margin that can be reinvested in brand equity. Further perceived quality cab be the basis for a brand extension.If a brand is well-regarded in one context, the assumption will be that it will have high quality in a link up context. A set of associations- the underlying value of a brand name often is based upon specific associations linked to it. Association such as Ronald McDonald can create a positive attitude or feeling that can become linked to a brand such as McDonalds. If a brand is well positioned upon a key attribute in the product class competitors will find it onerous to attack. Other proprietary brand assets- brand assets will be most valu able if they inhibit or prevent competitors from eroding a customer base and loyalty.These assets can be several forms. E. g. a stigmatize will protect brand equity from competitors who might want to confuse customers by using a similar name, symbol and package. Appraising brand assets Brand loyalty-what are the brand loyalty levels by segment? Are customers satisfied? What do work interviews suggest? What are customer feedback regarding their problems with buying or using the brand? Awareness- what brand awareness level exists as compared to that of competitors? What could be done to improve brand awareness? Perceived quality- what drives perceived quality? What is important to the customer? What signals quality?Are prices and margins are eroding? Brand associations- what mental image, if any, does the brand stimulate? Is there a catchword or symbol that is a differentiating asset? How are the brand and its competitors positioned? What does the brand mean? What are its strongest associations? Other brand assets-is there a patent or stigmatize that is important? Are there conduct relationships that provide barriers to competitors? Branding strategies in FMCG Ingredients for Strategy 15 Creating a strong brand identity, leveraging new product categories and growing the customer base are core concerns for consumer product companies.Firms are looking to maximize profits and market share in a highly competitive environment that includes such challenges and risks as demanding customers, consolidation and global expansion. The components of strategy would be- Financial Adi Godrej, Chairman Godrej Group stated, ? We are aiming to triple our turnover by 2012 by focusing on our fast moving consumer goods (FMCG) business Godrej Consumer Products (GCPL), Godrej Sara Lee and Godrej Hersheys. At present the consumer goods turnover is Rs 2,300 crore and the group aims to reach revenues of Rs 8,000 crore for this business in the next four years.We will also look at ino rganic growth as a medium to grow.? In the process, the group would be investing Rs 100 crore per year on brand communications. So for any successful branding strategy Finance compete a vital role. The brand strikingness requires advertisement in different media vehicle. Innovation from the inside out R&D in the FMCG industry R&D plays a key role in helping FMCG manufacturers meet always changing consumer needs whilst driving down costs. The Fast Moving Consumer Goods (FMCG) industry is highly competitive and driven by consumer preference.Research and information (R&D) and innovation, therefore, play a key role in helping manufacturers meet constantly changing consumer needs, whilst driving down costs. Hul Strategy We shall now take up one company, HUL (Hindustan Unilever Ltd) formerly HLL and see how the complex working class of brand management is actually handled. This company is taken for this article as HUL is considered as one of the most successful in Brand Management . HLL has a large brand portfolio consisting of nearly 110 bands. In every product line, it has built a number of brands over a period of time.Quite a few brands have come to its fold from the parent company. It has also acquired several ongoing brands from the market. HLL also smartly pursues brand extension strategy. And concurrently, HLL undertakes line crop and brand restructuring and consolidation, based on marketing compulsions. HLL is also playing the rejuvenation and relaunch game. With great benefit the corporate-level endeavors at business expansion and diversification are also throwing new challenges on the brand strategy front. HLL lends itself for a proper understanding of the complexity of the brand management task.We shall examine how HLL handles the complex demands in brand management. Such an array of brands is the impression of a conscious corporate strategy by HLL. As a corporate, HLL wants to be a leader in every one of its businesses and the strategy is to fig ht on the strength of the competitive advantage arising from the self-denial of strong brands. It is this strategy that is Branding strategies in FMCG 16 getting reflected in the development of a multitude of strong brands. If we take the business of bathing soaps, as an example, HLL has the intent of being a national player (not a niche or a regional marketer) and the leader therein.HLL also wants about 30 per cent of the corporate income to come from this line. So, HLL opted for the strategy of developing quite a few strong brands in this line, and among them they cover different market segments and price points. Dove, Lux, Liril, Rexona, Pears and Lifebuoy are the outcome of such a well planned brand strategy use over time. Interview with an Industry expert In order to gain industry insight regarding the FMCG best practices in branding strategy I got an opportunity to have a telephonic interview with Perfetti Van Melle (India) Ltd.Brand manager based in Delhi. (Due to some rea son he does want to disclose his name. ) Q. What is your branding Strategy? A. We are currently managing 15 brands and for each brand we adopt differential branding strategy. But everything depends upon the distribution channel. So our strategies always focus to strengthen the distribution network. Q. What strategies you adopt to launch a new communication plan? A. It starts with Idea generation then financial investment. Under financial