Summary : “the brands are build over the years…”

The article talks about how companies selling everyday products face big challenges in keeping their
brands strong and successful. Here are the main points:

 Private Labels Are Growing: From 2003 to 2005, generic or store-brand products became much
more popular, taking up 13% of the market. This happened because people are more sensitive
to prices, which means they care a lot about how much things cost, and it's affecting well-known
brands.
 Different Short-Term and Long-Term Plans: The article talks about two different strategies used
by companies. One is short-term, where they focus on selling a lot quickly by offering discounts.
The other is long-term, where they invest in building a strong brand over time. Nike did this and
it worked well for them.
 Too Much Attention on Discounts: Many companies are spending too much time and money on
short-term discounts and not enough on things like advertising and making new products. This is
hurting their brands in the long run.
 Data and Brand Managers: Because we can see sales data in real-time now, brand managers
often only think about the short term. Also, brand managers often change jobs quickly, so they
don't have much time to think about the long-term health of their brand.
 Using Long-Term Data: The article suggests that companies should use data that shows how
their brand is doing over a long time, not just short periods. This kind of data can help them see
the big picture.
 Clorox Example: The article gives an example of Clorox, a company that turned things around by
using long-term data. They stopped offering discounts all the time and started showing more
ads on TV. This helped them sell more at regular prices, which made their brand stronger and
increased their profits.
 Looking at Things Differently: The article also talks about how people who look at a company's
performance, like financial experts, should use long-term data to understand how a brand is
really doing, not just short-term numbers.

To sum it up, the article says it's important for companies to balance short-term and long-term
strategies. They should invest in their brand's reputation, keep prices from going too low, and use long-
term data to see how they're really doing. This way, they can stay successful in a competitive market.

Summary : “HIH Market HI Growth”

The article discusses a particular and permanent possible transformation in the Indian consumer market,
focusing on the ‘health, immunity & hygiene’ (HIH) category. This transformation is driven by changes in
consumer behavior, resulting in increased consumption and habit formation.

In the HIH category, the article identifies several sub-categories that are experiencing high growth.
• There is a surge in the consumption of products related to hand hygiene, such as soap bars and
liquid soaps. This habit of frequent hand washing is expected to persist, benefiting soap brands.

• The article highlights the ‘surrounding segment,’ which includes kitchen hygiene and
disinfectant sprays for homes and offices. The increased width of consumption in these areas is
contributing to HI growth. Notably, various brands like Dettol, Savlon, and others are entering these
segments.

• The third major segment with HI growth potential is the ‘hand sanitizer segment.’ Numerous
sanitizer brands have emerged, and those that adapt to consumer preferences will thrive due to
increased depth of consumption.

The article emphasizes that the HIH phenomenon is not limited to consumer products but extends to
various industries like hospitality, where hygiene practices are crucial.

In conclusion, the author predicts sustained HI growth in the Indian consumer market due to permanent
changes in consumer behavior. Marketers are urged to seize this opportunity to improve their brands
and marketing strategies. This transformation is attributed to a focus on hygiene and health, driven by
both short-term virus concerns and long-term concerns about hygiene and pollution

Lifebuoy Ad Analysis

The advertisement shows that a father's love for his child can make him do incredible things to keep
them safe and healthy. In the ad, a father walks on his hands for miles in a rural area to a temple, even
though it's exhausting and difficult. He does this as a heartfelt way to thank his son for surviving longer
than his other children.

The emotional story in the ad subtly tells us about the importance of simple actions like washing hands
to prevent illnesses, especially in places where it's hard to get medical help. The ad reminds us that it's
better to prevent problems than to cure them. The brand, Lifebuoy, is only revealed at the end of the
ad.

The ad keeps things simple and real, featuring regular people in relatable situations. It doesn't have
flashy elements like some other Lifebuoy ads. This makes it connect with a wider audience and
effectively tells us about the strong love of parents and the importance of basic hygiene.

Savlon Ad Analysis

Savlon, a brand from India's ITC Limited, has used a varied advertising strategy to become a trusted
name in healthcare and hygiene. Here's a summary of their strategy:

 They focus on hygiene and health in their ads, which is especially important during the COVID-19
pandemic.
 They highlight their long history and expertise in making products that kill germs, so people trust
their products.
 They innovate and offer a range of products, including hand sanitizers and personal care items.
 They sometimes tell emotional stories in their ads to make a stronger connection with
customers.
 They use famous people to endorse their products and use digital and social media to reach
customers directly.
 They do community projects and support social causes, showing they care about more than just
selling products.
 They adapt to current events quickly.
 They may use their ads to expand to new markets or launch new products.