Brand Activation Essay

Abstract

Brand Activation Processes: Enhancing the share of visibility of Dabur brands through active key accounts

By

Pritha Sabloke

Consumer is much more powerful now than ever, with all the possible information available. The communication from brands is there from all corners, round the clock. People filter the communication they are exposed to. Majority of communication is ignored, or fails to leave any impact on the consumer. Advertising or above the line activities can be used to protect a market position, but a successful marketer has to incorporate activating for longer and stronger impact.

Brand Activation refers to the interaction between consumers and the brand, where the consumer can understand and incorporate the brands in their

However, the non-alcoholic beverage industry is witnessing radical shift now. Sales of carbonated drinks are falling and non-carbonated drinks market, such as energy drinks, sports drinks and fruit drinks, is seeing speedier growth.

The fruit drink market is ruled by brands like Real (Dabur), Tropicana, Mazza (Coca-Cola) & Slice (Pepsi). PaperBoat Drink, which is available in 7 flavours viz. Aamras, Aampanna, Jammun Kala khatta, Kokum, Jaljeera and GolGappe ka Paani, with the theme of Indian ethnic beverages, is positioning itself about providing customers taste of typical home made Indian healthy drinks. The idea behind PaperBoat is to provide the consumers a real Indian taste and the brand personality was chosen to project innocence and nostalgia. The entire communication was designed to take the consumers back to their childhood.

Dabur will enter the industry of non – conventional drinks segment with its new product Yoodley under the brand of Hajmola with six variants viz. Nimbu Shikanji, Aam Panna, Jamun Kala Khatta, Golgappe ka Paani, Jaljeera, Guava drink and positioning itself as a Shararat (mischief) Partner with its chatpata taste. It will be priced at Rs. 30/ 250 ml