Britannia Good Day : Har Cookie Mein Kayi Smiles

Brand: Good Day
Company: Britannia

Brand Analysis Count: # 561

Good Day is an interesting brand. Launched in 1987, the brand had come a long way. The brand was launched by Britannia when it identified a gap between the glucose biscuit category and cream-biscuit category. According to a report in Business Line, the company felt that customers want an indulgence product which they can consume during tea-time. The company thus pioneered the "Cookie" category in India by positioning Good Day just above the glucose biscuits. The  new product was different from the glucose biscuits by the inclusion of berries and dry fruits. 

The Indian biscuit market is worth Rs 25,000 crore and the cookie is the fastest growing category in the industry. According to ET and Business Standard, the cookie category is worth around Rs 6000 crore. Good Day is leading the category with around 30% market share. Parle and Sunfeast are close followers with a share of 27 % and 25% respectively.

Good Day, which created the cookie market at one time enjoyed more than 70% share in the market. The decline is attributed to the competition it faced from Parle and Sunfeast. 

Good Day as a brand was promoted on the basis of the happiness platform. The brand had the very famous tagline " Have a Good Day " which was reinforced by some very good campaigns. 

Watch the earlier campaign of Good Day: Campaign 1, Campaign 2

According to news reports, the core philosophy of Good Day is happiness and optimism. The brand has been consistent on the positioning platform since launch. 

2015 saw a relaunch of the brand. The brand has been suffering from the onslaught of ITC's Sunfeast. Sunfeast virtually changed the face of the biscuit market. Sunfeast brought lot of energy to the biscuit market with lot of new launches and varieties. 

Britannia is now responding by elevating Good Day into an umbrella brand with lot of new varieties and sub-brands. For example the Chunkies is a premium cookie brand launched as a sub-brand of Good Day, endorsed by Deepika Padukone. 

During the relaunch, Good Day also have changed the tagline to " Har Cookie mein kayi smiles " roughly meaning - every cookie has many smiles. The brand is reinforcing its happiness positioning through the packaging also. Good Day now has put a smile into the packs and is now selling the curved lines of the biscuits as smiles. 

Watch the ad here : Smile Good Day

The new avatar of  Good Day is a smart move by Britannia. The brand is not complacent in the face of competition. How ever, the brand could have retained the tagline " Have a Good Day " . The original campaign is so powerful and popular, Good Day has virtually let go a very powerful brand element.

Why Bother Building A Brand?

At a conference in Dallas not long ago, a graphic designer from Kentucky and I sat down at a table where people were exchanging business cards. I looked at his logo, and he studied the name on my card.

"I know that logo. We've been in touch in the past," I said.

"That's right. I know your name," he said.

Although we weren't able to pinpoint when or why we'd exchanged mail previously, we guessed it had been at least five years back. Neither one of us has an extraordinary memory. Rather, he had created a distinctive visual identity for his design services, and I had devoted effort to linking my name with creative marketing.

For at least five years his look and my reputation had lurked in the other's memory banks, while thousands or hundreds of thousands of other business identities had come and gone without leaving a significant trace. Why? Memorability. It illustrates a key element of successful branding.

What is Branding?

Branding is the process of creating distinctive and durable perceptions in the minds of consumers. A brand is a persistent, unique business identity intertwined with associations of personality, quality, origin, liking and more.

Although most people associate brands with big companies, the smallest of enterprises can use branding techniques with great rewards. When a home-based craftsperson ties a nicely designed tag on all her products telling the story of who she is and where her creations come from, she's branding her work. When the local market bundles groceries in bags bearing its logo instead of generic "Thank you!" or plain bags, it's branding.

While we associate brands with national names like Crest, Huggies or Healthy Choice, branding doesn't necessarily require the budgetary resources of Procter & Gamble. Branding doesn't even require a product or a tangible delivery mechanism. When humorist Dave Barry declares in almost every column, "I am not making this up," and refers to "alert reader" so-and-so having sent in some news clipping, he is branding.

Techniques of branding include association of a company with logos, distinctive colors, slogans, musical sounds or songs, unusual qualities, mascots, packaging, a memorable name, behavioral hallmarks and much more.

Why Branding Pays Off

Time, money and effort spent on branding comes back many times over when the process plays out intelligently. Here’s why:

1. Memorability. It’s easier to remember the branded company than the “what’s its name?” one.

2. Loyalty. When people have a positive experience with a memorable brand, they're more likely to buy that product or service again than competing brands.

3. Familiarity. Psychologists have shown that familiarity induces liking, and this makes even non-customers more likely to recommend a brand they know.

4. Premium image, premium price. Branding can lift what you sell out of the realm of a commodity, with customers willing to pay more for the well-branded product or service.

5. Extensions. With a well-established brand, you can spread the respect you've earned to a related new product, service or location more easily

6. Greater company equity. Making your company into a brand usually means that you can get more money for the company when you decide to sell it.

7. Lower marketing expenses. Although you must invest money to create a brand, once it's created you get a bigger bang for every marketing buck using it.

8. For consumers, less risk. People tend to choose the brand-name supplier over the no-name one when afraid of the consequences of a messup.

For those reasons and more, branding fattens your bottom line.

Who's Your Target Market?

Like most, my first few attempts at network marketing failed miserably. Looking back, I now realize this is because of how I was taught. The most poisonous of the crap your upline tells has got to be that everybody is a prospect. This idea alone is probably responsible for more failures in this business than anything else. You want to lower your self-esteem a couple notches? Try using the 3-foot rule more than a few minutes.

So if everybody is not your prospect, then who is? Many these days are focusing on people looking for home-based businesses, but is this really going far enough? My own experience with this has shown me that many people looking for legitimate home businesses consider network marketing taboo. I've seriously had people ask me, "Is this MLM?" When I say it is, more often than not, the line goes dead. They have their reasons, many of them valid, but that's a whole other subject.

I've also encountered people who were looking for business opportunities who wanted nothing to do with selling. What? Show me one business that stays afloat without selling. Too many of these people believe the hype that's out there. You know, like "No selling involved?" This alone makes them less than ideal candidates to be considered a target market for network marketers.

Who then? Who understands network marketing requires work and discipline? Who has made their names list, done business presentations for their families and friends and, because they were taught to find a way to snake their business opportunity into every conversation, now find themselves not being invited to family gatherings and such? Well, considering more than 95% of network marketers fail within three to four months, the answer should be somewhat obvious. The target market for network marketers is fellow network marketers.

I'm not saying to persuade those in other companies to join your opportunity. More than likely, that would also end in frustration. However, with a 95% failure rate, there are a whole lot of people out there who believe in network marketing but haven't been given the proper support or training. This is where you come in.

If you target these disillusioned, but motivated souls, you'll find a gold mine. By teaching them solid, no nonsense marketing techniques, many are likely to succeed, which translates into more success for you.

Why Postcards are Popular to Businesses?

To make a business endeavor a success the people behind it must be good in communication. It is the idea of what you communicate and how to communicate that matters. Good communication is thus, the link that connects business and clients. It is also the controlling factor that links all types of businesses.

One of the most effective ways to communicate about any business is the use of promotional materials like postcards, business cards, posters, flyers and the likes.

Let us discuss the significance of the first item.  Postcards are usually rectangular shaped piece of paper or cardboard with the significant details of the business on it.

Why are they popular to businesses? The ultimate reason is to make a sale. However, before a sale can take place there must first be familiarity with its products and services. With regards to this aspect, postcards can be used. Be sure that postcards have retention value in order for customers to easily recall them. As a result, it will drive them to buying or subscribing of your products or services.

Another reason is to follow up on customers. At first sight, the postcard may not get the goal of the company thus, it needs considerable amount of follow ups.  Retention is the key factor to yield forthcoming sales.

Third reason is to update regularly. The details of the business might have change with time and strategies thus, we have to consider these changes and come up with an updated version of rush postcards.

After the updates and the usual hi’s and hello’s to the customers, the next thing to do is to check out its affectivity to the sales world. This phase may be called ‘checking out customers’. Moreover, postcards are needed to be sent in order to refresh the customers of your products and service especially the latest ones.

Postcards are powerful marketing tools that can convey message through its colorful, clear and striking images and crisp texts. Full color postcards are the most effective type of postcard used by businesses. This is because of its enigmatic effect on the eyes and emotions of the viewers. Try to capture it in your postcards as well. All you have to do is place moving pictures and texts that way, you can very well catch and seize your viewers decision so as to be favorable to your business!

Why It Is Important To Know How To Read Your Website Traffic Statistics

It is important that you understand how to increase your website traffic, but even more important is being able to read your website traffic statistics. Without understanding your website traffic statistics, you may be unaware of how little traffic you really are getting. It is vital that you know things such as how many visitors you are receiving, what time of the day you receive the most traffic and what things on your website seem to be the most popular. If you understand your website traffic statistics you will be able to do all of these things and more.

By knowing your website traffic statistics you can determine where most of your traffic is coming from to help you know what keywords to optimize. This will in turn help you climb higher on the search engines thus generating higher traffic.

Understanding your website traffic statistics will allow you to see what time of the day you’re receiving the most visitors at. Why is this important you may ask? Knowing this information allows you to know when you should change things on your website and when you should keep it the same. You don’t want to be making all kinds of changes while you’re having a rush.

If you make changes to your website before the rush, returning visitors will notice the changes and be more apt to return again to see what else you have added. New content is important in continuously drawing visitors back for more. Another advantage to knowing your website traffic statistics and what time of the day is most crowded is you can put specials on at that time. Knowing when you will be receiving a rush allows you to put special offers and bonuses on for a few hours during the most crowded times. This will impress your visitors and create more return visitors with referrals as well.

Knowing your website traffic statistics is important, but is much easier if you use a site stats program. Some of the more popular programs include Awstats, Webalizer, and Analog. The great thing about these programs is that they come free and are easily accessible right through your control panel, which is provided to you through your web host. They all have similar features that will help you find out things you may have never even thought of.

If you want to create a successful website you have to know how to read your website traffic statistics. Knowing how many hits per day you receive and what keywords to optimize are vital parts to success. Using a site stats program to read your website traffic statistics makes it a lot easier and is extremely convenient. If you learn how to read your website traffic statistics you can learn secrets and tricks to help get your website higher on the search engines and generate more traffic.

Why Rush Postcards Sell?

Postcards! Postcards! I love ‘em!

Postcards are very much part of my precious personal collections. Aside from scented and floating candles, I also have postcards as my fetish. I am fascinated not only because of the thoughtfulness that other people shows by the mere act of giving the same but because of the fact that the postcards they are sending will be part of my valuable collection.  

Definitely, I love to pile and collect. Then, collect and collect. In fact, some of my friends are telling me that I am so weird for keeping all those postcards given to me. Up to now, that craze has not reduced even a bit, that is as far as I am concerned.

Why are postcards eliciting a powerful impact on me? All I know is that they are beautiful, striking, moving and pleasing to the eyes. The ones I am keeping for several years now are still clean, bright colored and the text are clear and crisp. This is because I am keeping them safely. Another factor is the material used. They are usually created with the use of special papers, colors and materials. The paper complements pictures. Shades come in a wide-variety of choices. Bright, pastel, monochromatic, sepia, classic – say it, and you will be grateful they have it! Graphics and images are also flexible in a way that they include every holiday, emotion, event and significant pictures you can think of. The layout and the type of art used also play a vital factor. These are the reasons why they are clear and captivating.

In addition, postcard printing services are now going extra mile by providing aqueous coatings to add luster and glossy look.  This was made possible by highly innovative printing equipments. What’s more gratifying is that they are rush. Rush postcard printing is so popular nowadays. This is because, people move in a fast-paced complicated world and delay can entail damage and loss.

Aside from the aforementioned reasons, rush postcard printing also welcomes personalization or customization. All you have to do is prepare the text and pictures or images, then add your message. Give them to the printer together with your instructions. After that, you can leave your trusted printer with peace of mind.

Rush postcard printing companies are using state-of-the-art printing equipments. These equipments may vary from one printing company to another. Be sure to transact with a company that has efficient and reliable postcard printing equipments in order to result to quality and lasting rush postcards. If you do that, chances are, you will be a repeat customer or a hooked collector like me!

Why Your White Papers Don’t Work?

It’s not easy to write a white paper. And reading them can also be quite a challenge!

Unfortunately, many white papers are difficult to digest and come across as though slightly ‘nerdy-types’, locked in research labs, prepared them with very little consideration for their readers.

So, if you’re about to write your first white paper, here are a few golden rules to follow...

1. Get the Best Writer on board

Individuals with little writing experience are often delegated to write the white paper. In the IT industry, there is an assumption that the developer is best suited to write about the solution. Let's be honest: writers write and programmers program. There are some individuals who have both skills, but these are hard to find.

In general, developers are not ideal for writing white papers - and neither is the Sales Manager. Developers will focus on the technical innards, while sales types will gust about its ‘unique’ qualities. In doing so, both miss the mark.
You can save yourself a lot of stress by hiring an experienced writer who can look at your product or service – and present it in an easy-to-understand manner. These writers know how to ‘sell’ a concept to both a technical and business audience—not everyone has this skill.

2. Sharp Presentation
Attractive graphics reinforce your message. Use diagrams and charts to stop ‘glazed eyes syndrome’ setting in. Text-heavy documents drain the reader very quickly! By combining charts, diagrams and tables you weave together the main selling points and sustain the reader’s interest.

3. Avoid Terminology
Geekspeak and Three Letter Acronyms—e.g. B2B, B2G—are endemic in the IT industry. Experienced writers avoid TLAs as they know that readers won’t understand the terminology, become frustrated and move on. If you have to use these terms, put a reference section at the start.

No-one likes to be patronized.

Technical terms without a clear definition will lose the reader’s confidence in both you and your products. They will stop reading and go somewhere else. Why not? After all, your beloved White Paper is not the only show in town!

4. Subject Matter Organization

Before you get to the heart of the paper, outline the relevant background materials, such as industry research figures, that support your arguments. In the opening section, highlight why your solution exists; in other words, what specific problem does it solve?

Don’t meander from topic to topic or you will lose the reader. Each paragraph should only discuss one idea. Don’t mix ideas in the same sentence or paragraph.

For example, before you begin, assume that the reader is completely new to the subject matter. Then outline the most significant issues and progressively walk through the solution; begin with the larger issues first and sequentially move though the other points.

5. Abstract v. Reality

Many white papers discuss the theoretical application on the solution, e.g. Product X will do Y in situation Z. That’s fine up to a point as it helps paint a picture for the reader. However, you need to underline your ‘theory’ with real world examples.

Case studies and customers quotes are a very effective way of demonstrating how your solution performs in a working environment. Case studies reinforce the theoretical concepts. They help the reader see how the solution could work for them.

If the reader can’t relate to your solution in a practical sense, they will search elsewhere for another product.

Summary
Oddly enough, many of us read the summary first. Because of this, it should capture the essence of the white paper and identify the most interesting points.

If this section lacks interest, you may lose the reader — before they’ve even read the first page!

Make your points. Make them clear. Make them stick.

White Papers are a low-cost way to promote your products and potentially gain an advantage over your competitors. They also have a long shelf-life.

They live on the web, intranets, and hard-drives long after your product has been rebranded, you’ve changed business strategy, or moved onto the golf course.

For this reason, ensure that your publication reflects positively on your company’s high standards. Poor quality material will have the opposite effect of what you intended. Persistence is the key. Once you get it right, a well-written white paper pays for itself many times over in the long-term.

Best of Luck!

Window Signs Making Tips

With the competitive industry that the present world has businesses must be able to deliver a well organized and detailed presentation. Mainly the utilization of an effective ad campaign tool would be a great factor for your business success. Making use of signs and banners for your presentation will greatly aid in delivering a valuable product presentation.

The window signs in particular are widely used promotional tool in filling up a window space for companies’ recognition and product endorsement. Primarily they are designed and produced through the state-of-the-art design computerized facilities or can also be possible done by appropriate design at hand.

Moreover in designing for your window sign there are several tips you have to keep in mind:

1. You have to know what your sign’s over all purpose – mainly the purpose of your material is to efficiently deliver your message toward your audience and vice versa. For your audience to recognize the products and service that your company is offering.

2. What kind of approach you are about to give to your audience – an informative and persuasive approach will be a good way of gaining confidence from your targeted audience.

3. What message you want to communicate – an effective communication is great way of bridging the gap among businesses and its customers. By effectively delivering a well detailed presentation will give your audience a thorough understanding on what is being promoted.

4. Target audience – in producing ad campaign tools you have to specify who your audiences are. This is for you to come up with an appropriate design that will match with the taste of your audience. In order to avoid wastage of material you have to clearly specify your target audience in order for designers to come up with a design that will perfectly suit with your audience tang.

5. The viewing distance – window signs must be viewed in its farthest distance in order for customers to easily recognize the products promoted. The farther it’s viewing distance the more chances of catching customers attention.

Furthermore, a well developed and produced window signs can bring a good communication medium that will respond with the mobile standard of living. The visibility and gigantic feature of your material will increase your businesses range and as well as expand your companies’ ability to speak with the passersby. With these grounds for sure you will be able to increase your sales and as well as boost up your companies earnings.

Writing Press Releases

Now that you have a brand new and fresh web site that you will be putting in circulation in the very near future, the next step you will need to take is advertising for this site to make a huge impression on the market. How does one go about writing a strong press release for an impending site introduction? You are not alone if you are unsure on how to go about this, but there are a few suggestions to get you started, here are some that have been successful in the past.

Remember the one fact to keep in mind is that you are going to need the public’s attention, on this media release it is extremely important to remember the fact that the news sells. What you need is very convincing line in communication to get your message across. If an editor finds material that is counterfactual and deliberately untrue or promises that are just not reasonably accepted, they will rubbish the media release. Some of the most frequent are, one of a kind, changing the face of the world, or everyone wins. The entire premise is to act and think like a reporter to get the word out in that media format. If the release is not in a journalistic format, it will not be taken in earnest.

A good measure would be to make the title around ten words, keep it short to grasp attention. A brief summary of the information should be in the headline, and should be powerful and hard-hitting. You are trying to reach the mass public; it should be as wide as a roadside sign or billboard. The best way to get a good review is to have the editor notice your release above all others, this can be done in just a few words. Just like all good journalists know the most effective and important part of the release is always the opening paragraph. This can be referred to as the summary lead. It is always the most essential element of any release that you incorporate the familiar 5 W’s of journalism, and not to eliminate the single and most influential H. who, what, when, where, and the single how are the mainstay in quality information that everyone truly looks for when reading a release. It is imperative on this note to embrace them.

This is the body of the information with the introduction and the closing statements surrounding this bulk. It is the introduction that leads the readers down the path of yearning for more on the subject so it must be dynamic. This opening paragraph is what is known as the hook. This hook not only has to seize the audience’s attention but the press and the editor as well.It is not always an effortless task when Writing press releases. The hook in every sense of the word is strictly fact and not a system of persuasion to the multitude.

Your Image is Important

Say you are about to launch a new product. You spent months or even years developing the product and studying your target market. And after what seemed like eternity you are finally ready to introduce your creation to the market. The big day arrived; you opened up early and are ready to flaunt your biggest smile to everyone who comes in. By mid-day you noticed that even though many people come in to check out your product only few actually buy it. Now this gave you something to think seriously. What could possibly be wrong with your product? Perhaps there is nothing wrong with your product but there can be something terribly wrong with your marketing strategy.

When people are looking for products or services to avail they usually go for ones that they are familiar with or have long used. This way they can be sure that they are getting the most of their money. So for a business owner like you who is just starting up in the business industry, it is important to make a good first impression. Sure, you can do this by offering discounts and other special offers. You can even put a large banner in front of your store announcing your special opening sale. But when are not able to offer the right image you may as well consider hiding in your den and reflect on what you need to improve in your marketing strategy.  

But then again you may be doing the right strategy and using the right advertising trick. But have you looked at your logo? That’s exactly what I’m thinking. You could have overlooked the most important part of your product – your logo design. Logos often tantamount to a company’s image, hence, whether it is hip, chic, interesting or boring it is essential to create a logo that gives the right impact to the customers. It doesn’t really matter if you, your friends or employees like or does not like the logo. What is important is the impression that it gives to your customers.  

A good logo must represent the business image appealingly and effectively. It must likewise be practical and functional as complicated logos often leave customers confused and wondering what is actually being sold or presented. Keep in mind that less is always more. Hence, a simple logo design will most likely seal the deal and help you grab more customers. Certainly a colorful and over-designed logo will catch more attention but no company achieves success based solely on their logo. So a simple flexible logo is more likely to entice prospects to actually buy your products and avail of your services.

A combination of art, science and psychology often creates a good logo. A designer should know this, so if you do not know how to design your logo you can ask their help. Remember that a poor logo can ruin your image but a good one can instantly create name recognition and can boost company sales and services.