Its been last five months but the saga of "Munni's Badnami and Zandu's Nam (Fame)" seems to be an endless epic. Being the Brand Manager I was always on double edged sword. Infact clueless. Sales was growing on but scientifically difficult to give credit to Munni, unless we go for an expensive quantitative research. We dropped the idea of research driven by an irrational thought - All is going well so why to go for an imposed intelectual stimulation?
One thing was very clear that I was not comfortable when people around me were chanting "Munni Chalisa". However, I don hesitate to admit that I was euphoric too, looking at the success of the song and the enourmous media coverage we got for the brand out of this Tactical strategy.
Munni episode was a calculated risk out of promoter's strong understanding of Business cues and much beyond of a Brand Manager's marketing prudence. Though we understand that to facilitate the brand recall with the consumer, we weave in story around the most popular medium of performing arts i.e. cinema. But, it was the first time in the history of brand endorsement a family brand which helps members carrying their responsibilities by relieving pain has gone to Munni for her latake jhatake – a complete fun loving, sporty & seductive route. We were all scared about how consumer will react to it? But it worked. This is what everybody is saying and finally I also started believing. But, the biggest question is – was it enough in the song for a consumer which compels him to buy Zandu balm??
My answer is a bitter “NO”. It was a recall booster. It has done its part really well. Other than this tactical strategy we had mainline strategies in place. Our objective was to bring this brand into consideration set of the youth today. To further stop the erosion in the consumer base thereby recruiting new and young consumers to the brand. To execute this strategy we had plan of actions in place: (A.) Zandu balm associated with IPL (Mumbai Indians – Sachin, Zahir & Harbhajan) the most happening youth festival. (B.) There were lots of spurious products in the market as the brand pack was so easy to copy. The same age old pack was changed to new Bi –injection plastic bottle which gives it young and dynamic image. (C.) We took three young reliable and performing cricketers (Sehwag, Karthik & Amit Mishra) as brand ambassadors to give Zandu a young, adventurous and active image. (D.) As a leader in the category we were the first to attack analgesic tablet on premise of “No Side effect” to take share from fastest growing analgesic tablet category. (E.) We launched Rs. 2 pack for trial generation and penetration. Though Zandu balm is very active at wholesale, it further helped us to get indirect distribution.
I would end here by a touchy thought – “The brand war fare is very similar to the battle ground where its entire warriors have to fight and support/complement each other but some get gallantry awards and most become untold stories...”
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