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Mumbai, November 15, 2011
This week on ET NOW, Brand Equity looks at HUL’s latest rural distribution model, Britannia’s new product offer in the health & wellness segment and also brings to you a special report on brand makeovers, uncovering the challenges linked to the rebranding process taking examples from some of the biggest names of India Inc.
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With over 600,000 outlets all over India, HUL's latest strategy - 'Rural distribution model', is now being looked upon as the real game changer for FMCG companies. HUL has tripled its direct coverage in rural India, which contributed to 50% of its rural growth and has adopted innovative methods to stay ahead of the pack in rural markets and villages. Hemant Bakshi, Executive Director, Customer Development, HUL says, "While people will catch up with us by reaching that village, it will be very difficult for them to catch up with the quality of what we do."
In the next segment the show looks at another FMCG giant, Britannia & its latest product offerings in the health and wellness sector. While competitors have retracted products in the category, Britannia is looking at health and wellness as the next big opportunity and has launched two new products under its Nutrichoice label. Brand Equity caught up with the Managing Director of Britannia, Vinita Bali to ask her some pointed questions on this move.
In the final segment, Charles Wright, the Managing Director of International brand consultants; Wolff Olins, shares some insightful re-branding case studies of brands like GE, Mercedes and Hutchison Whampoa that explain the power of branding. He also uncovers the challenges associated with sub brands taking precedence over the mother / manufacturer brand, name association to the product by the consumers and various brand architectural issues.
Catch the complete episode of Brand Equity on Wednesday, 16th November at 10.30pm. Repeat telecast on Saturday, 19th November at 2.30pm and Sunday, 20th November at 11am and 10.30pm. Only on ET NOW.
For further information, please contact:
LinOpinion
Neethu John
Tel: +91-22-24997677
Email: Neethu.John@loweandpartners.com
