Tuesday, December 31, 2013
Marketing Funda : Branding a Commodity
My article on branding a commodity in Adclubbombay.com. Read it here
Marketing To Youth : Youth Power or Myth
Economic Times (25/05/09) has a very interesting and enlightening article on Indian youth. Written by Mr Rajesh Shukla, the article throws light into some important data regarding the Indian youth market.
Read the article here : Harnessing Indian Youth Power
Some of the important statistics are reproduced below :
The total youth population (13-34) is 390 million which is 38% of the total population and is expected to rise to 440 million by 2020.
70% of the youth reside in over 600,000 villages.
72% of youth are literate.
41% of these literate youth fall in the age group (13-19 years) , 23% fall in 20-24 and 36% are in 25-34 years.
59% of literate youth are male. 7% are graduates and 12% have passed higher secondary.
The article also presents a clear view about the definition of youth. According to Rajesh Shukla , youth refers to a category rather than a group. The difference between category and group is that category has diverse or heterogeneous elements unlike groups which are similar in its composition. Youth relates to an age group that is transiting between childhood and adulthod and may comprise of a conglomeration of sub-groups with differing social roles, expectations and aspirations.
UN defines youth as those in the age group of 15-24 years. UNICEF defines youth in the age bracket of 15-30 years. Indian National Youth Policy considers all individuals in the agegroup of 13-35 years as youth population. NYP divides the youth population into two groups - 13-19 years as adolescent and 20-35 as Youth.
As far as marketers are concerned, the sheer size of this market is a huge opportunity. But no one so far has been able to rightly understand the Indian Youth's psyche.
As the article points out, the youth market cannot be considered as a group because it is not homogeneous. So does it mean that marketers cannot segment this market on the bases of age alone ? . Segmentation is based on the assumption that the members display homogeneity . So if the members of a specific age group display heterogeneous characteristics, it no longer becomes a segment.
The implication is that marketers should find out variables other than age to segment the Indian youth market.So when age becomes irrelevant, does it mean that the so called Youth Market is a myth just like the much hyped Indian MiddleClass ?
Most of the marketers tend to use Lifestyle as a variable to define segments with in the Youth market. How ever lifestyle segmentation is tricky and highly subjective in nature.
This probably explain the reason why Indian marketers are still finding it difficult to find a formula to tap this huge lucrative market.
What do you think ?
Read the article here : Harnessing Indian Youth Power
Some of the important statistics are reproduced below :
The total youth population (13-34) is 390 million which is 38% of the total population and is expected to rise to 440 million by 2020.
70% of the youth reside in over 600,000 villages.
72% of youth are literate.
41% of these literate youth fall in the age group (13-19 years) , 23% fall in 20-24 and 36% are in 25-34 years.
59% of literate youth are male. 7% are graduates and 12% have passed higher secondary.
The article also presents a clear view about the definition of youth. According to Rajesh Shukla , youth refers to a category rather than a group. The difference between category and group is that category has diverse or heterogeneous elements unlike groups which are similar in its composition. Youth relates to an age group that is transiting between childhood and adulthod and may comprise of a conglomeration of sub-groups with differing social roles, expectations and aspirations.
UN defines youth as those in the age group of 15-24 years. UNICEF defines youth in the age bracket of 15-30 years. Indian National Youth Policy considers all individuals in the agegroup of 13-35 years as youth population. NYP divides the youth population into two groups - 13-19 years as adolescent and 20-35 as Youth.
As far as marketers are concerned, the sheer size of this market is a huge opportunity. But no one so far has been able to rightly understand the Indian Youth's psyche.
As the article points out, the youth market cannot be considered as a group because it is not homogeneous. So does it mean that marketers cannot segment this market on the bases of age alone ? . Segmentation is based on the assumption that the members display homogeneity . So if the members of a specific age group display heterogeneous characteristics, it no longer becomes a segment.
The implication is that marketers should find out variables other than age to segment the Indian youth market.So when age becomes irrelevant, does it mean that the so called Youth Market is a myth just like the much hyped Indian MiddleClass ?
Most of the marketers tend to use Lifestyle as a variable to define segments with in the Youth market. How ever lifestyle segmentation is tricky and highly subjective in nature.
This probably explain the reason why Indian marketers are still finding it difficult to find a formula to tap this huge lucrative market.
What do you think ?
Charts 11-7-11
Here are some charts for corn, KC wheat, MPLS Wheat, CBOT Wheat, soybeans, the US Dollar Index, and the DOW. These are typically charts that we go over and discuss at our weekly MWC Marketing Hour Round Tables; where we also do a little mock trading.
Brand Update : Cadbury Eclairs
This year Cadbury Dairy Milk Eclairs has comeout with a new campaign and a new positioning. The brand has identified itself with a sweet chocolate time bomb that will explode in your mouth.
The brand is running an interesting TVC to communicate the postioning.
Watch the ad here : Cadbury sweet bomb
Cadbury's Dairy Milk Eclairs has always been focused on its chocolate inner and as a consumer we get a special feeling when the crispy outer covering of the eclairs give way to the soft chocolate liquid inside. The brand is now trying to capture this feeling through the new campaign.
The brand is equating this experience akin to the blowing up of a chocolate bomb from inside. The ad captures this concept quite beautifully.
Although the ad is quite good, there is a striking resemblence with the recent KitKat ad claiming to be more chocolatey. The only difference is that the chocolate explodes outside the head.
Watch the Kitkat ad here : Kitkat exploding
Competition is not only for market share , it is also for the ad copy.
Related brand
Opening Grain Comments 11-7-11
Markets are called mixed this a.m. behind a mixed choppy overnight session as well as choppy outside markets.
In the overnight session corn was off a penny, beans where down 4 cents, KC wheat was about a nickel higher, MPLS wheat was down 2, and CBOT Wheat was up 2. Outside markets at 9:15 have equities slightly firmer with the DOW up 33 points, Crude is up about a dollar a barrel, and the US Dollar is weaker with the Dec at 77.05.
This week is a report week so ideas are that we chop around until the report comes out on Wed a.m. and perhaps that report will give us a catalyst to break out of the recent trading range we have had.
Estimates for the USDA report are for carryout’s of 801 million bushels of corn which is down from last month, 185 million bushels of beans which is up from last month, and 819 million bushels of wheat which is down from last month. Slight decrease to no change is the overall trade guess for corn and soybean yield.
Basis has been very strong for most of the grains. Lately many have been doing some winter wheat and spring wheat basis contracts. I think this might be a good move; especially if we do eventually get a run on the board as the typical relationship between futures, basis, and cash price is one where basis offset’s the moves in the board. Basis is strong and ideally if the board starts to run basis would then weaken; especially if the rally isn’t demand orientated or lead.
With the firm basis we have started to offer Free Delayed Price on both winter wheat and spring wheat until July. The reason we offer this is a two fold reason; one is because we want to increase movement; but the other reason most end users offer delayed price is they have a bias towards the direction of the price. In wheat’s case it is a basis bias; and that bias is that it will be wider or worse later; especially when you add the inverses that are out their in the flat price of both winter wheat and spring wheat.
Spring wheat has a flat price inverse of over a dollar a bushel versus the new crop bids. One reason many struggle to move wheat in our area has been the off quality. But with the inverse that we have it still makes since to move the wheat now versus sitting on it and trying to blend it off at new crop train.
As example say you have some wheat with low test weight and have VOM; flat price it might only be worth 8.00-8.50 or so today; but that is still about 50 cents to a dollar better then #1 14 pro new crop spring wheat. So just because there is a discount doesn’t mean one should sit on it and hope to be able to blend it off next year while taking no discounts as bottom line it just isn’t the right business decision. It would be a choice that could work out and work out well but basis on spring wheat is inverted big time as well as the board. Those inverses more the pay for the discounts that one might see.
Add to that the fact that some are willing to take the off quality wheat now; when they where not at any level just a few months ago. Bottom line is the market is looking for wheat, hence the strong basis, the free delayed price, and the flat price inverses that are in the market. The question when marketing should become why are they looking for the wheat. Is it strong demand or perhaps just bulled up owners of the product. Do we have more supply then we do demand? I would say big time; but that supply is in hands that don’t need or want to move it. What happens if/when that changes?
Don’t forgot that each Wed we are still having our MWC Marketing Hour Round Table. Our attempt in this is to have some sort of Marketing Club in the future. We hope to see you there this week.
Thanks
Brand Update : Popy
Rainy season has started in Kerala and the ad blitz of the umbrella marketers has reached the pinnacle. As usual, the umbrella marketers of Kerala has proved that innovation can be a game changing strategy.
This season is also no different ,where the two major brands in the Kerala umbrella market - Popy and John's vying for consumer attention with mind-blowing new umbrellas.
Popy has come out with a new commercial for its Nano sub-brand. Popy Nano claims to be the smallest folding umbrella which has a hieght of 16 cm when folded. The brand is being promoted as the " World's smallest big umbrella " .
The company claims that the umbrella when opened covers a larger area compared to ordinary umbrellas. The brand also claims to be the lightest and strongest in that category of 3 fold umbrellas. Popy Nano has come out with a decent catchy campaign which superbly communicates the brand promise.
Watch the TVC here : Popy Nano
While Popy Nano is aimed at older customers, it is the kid segment where there is intense comp
etition.
In the kid's umbrella segment, Popy has come out with a new product " Popy Kuppi Kuda ". Kuppi in Malayalam language means bottle. So Kuppi Kuda means umbrella in the shape of a bottle.
The brand has introduced this product using a teaser campaign.
Watch the ad here : Popy Kuppi Kuda
The competition is not sitting idle. The main competitor John's has also come out with two new products . John's Air was launched this year which claims that the umbrella will be able to withstand wind speed upto 50 Kmph.
In Kerala we can see lady pillion riders of two wheelers desperately trying to hold the umbrella during the rain. Most of the time, these umbrellas cannot withstand the wind and will collapse creating an embarrassing situation. John's Air is aiming to fill that need for a stronger umbrella that can withstand wind.
John's also came out with a product for kids branded as John's Macha Mia. This is an umbrella with a bubble maker and bubble breaker. Kids can make bubbles with an attachment fitted with the umbrella handle and then try to break those bubbles using a dart gun fitted along with the umbrella. Sounds complicated isn't it ?
Both Popy and John's are flooding the media with their campaign and kids are a happy lot with lot of options to choose for.
Popy and John's are proving once again that innovation can bring life into a once dull product category like Umbrella.
Related Brand
Popy
This season is also no different ,where the two major brands in the Kerala umbrella market - Popy and John's vying for consumer attention with mind-blowing new umbrellas.
Popy has come out with a new commercial for its Nano sub-brand. Popy Nano claims to be the smallest folding umbrella which has a hieght of 16 cm when folded. The brand is being promoted as the " World's smallest big umbrella " .
The company claims that the umbrella when opened covers a larger area compared to ordinary umbrellas. The brand also claims to be the lightest and strongest in that category of 3 fold umbrellas. Popy Nano has come out with a decent catchy campaign which superbly communicates the brand promise.
Watch the TVC here : Popy Nano
While Popy Nano is aimed at older customers, it is the kid segment where there is intense comp
etition.In the kid's umbrella segment, Popy has come out with a new product " Popy Kuppi Kuda ". Kuppi in Malayalam language means bottle. So Kuppi Kuda means umbrella in the shape of a bottle.
The brand has introduced this product using a teaser campaign.
Watch the ad here : Popy Kuppi Kuda
The competition is not sitting idle. The main competitor John's has also come out with two new products . John's Air was launched this year which claims that the umbrella will be able to withstand wind speed upto 50 Kmph.
In Kerala we can see lady pillion riders of two wheelers desperately trying to hold the umbrella during the rain. Most of the time, these umbrellas cannot withstand the wind and will collapse creating an embarrassing situation. John's Air is aiming to fill that need for a stronger umbrella that can withstand wind.
John's also came out with a product for kids branded as John's Macha Mia. This is an umbrella with a bubble maker and bubble breaker. Kids can make bubbles with an attachment fitted with the umbrella handle and then try to break those bubbles using a dart gun fitted along with the umbrella. Sounds complicated isn't it ?
Both Popy and John's are flooding the media with their campaign and kids are a happy lot with lot of options to choose for.
Popy and John's are proving once again that innovation can bring life into a once dull product category like Umbrella.
Related Brand
Popy
Updates from this week's MWC Marketing Round Table - Mock Trading Session
This past week we held another session of our MWC Marketing Hour Round Table.
As always we went threw charts, talked a little fundamentals, and placed some new trades while updating or adjusting other trades during the mock trading session.
Here is a recap of the open positions after this week's session.
In the futures section of the mock trading we have the following open
Jordan - scale bought CBOT Dec wheat; Long 2 Jan beans, long CBOT Wheat versus short CBOT corn (March), Long July 12 beans versus short Nov 12 beans
Jeremey - Scale trading short side of Dec corn.
Kevin - Long KC Wheat short MPLS wheat (March spread), long Jan beans up until Thursday at that time he took profit and now has reversed to be short Jan beans, Long CBOT March Wheat versus short CBOT Corn.
Dan is long KC March Wheat
For the option trades open we have the following
Kevin has an open free trade as we speak in that he is long 7.00 Dec corn call and short 8.20 (4 of them); this was a ratio spread that he rolled out and now has profit locked unless corn shoots back over 8.50 ish in the next 3 weeks.
Jordan has a 3 way corn trade; once again after adjustments not much will happen. He is long 7.50 puts short 7.00 puts, and long 7.50 calls; overall it appears like he is set up for a small loss.
The next trade open is one of mine in that I am long july 7.00 corn call, short 3 of the 8.50's, short 2 of the July, long 1 of the 6.50, long 2 of the 5.50 puts, and then short one of the 7.00 calls. We do our trades using position book; so when we adjust we place the trades in the same section offsetting then move to the booked profit or loss when the whole trade is complete. That is why this trade has both a long and short call of the same strike. It was orginally a ratio spread trade and since has been adjusted.
next on the list is Jordan with a short KC wheat 800 put and short 900 call. With KC wheat well below the put level he is basically long KC wheat from 8.00 minus the premium he received for the puts and calls.
Kevin is next with another adjusted trade that is now a GTD Winner. We love trying to turn option trades into free trades when given the opportunities. he is long the 750 put, short the 750 put, short the 800 call, long the 8.00 call and long the 8.50 call. Bottom line is he placed the trades at the right time and has a free trade.
Jordan is long 4 of the MPLS Dec 9.50 calls, short 1 of the CBOT March Wheat 6.00 puts.
Chris is short a 10.00 Dec MPLS call and a couple of the 8.00 MPLS March puts
Jeremey is short a 6.00 put in JULY 12 CBOT Wheat against 2 short 9.00 calls
Jordan owns a 6.40 Dec corn call and put both
Kevin owns a couple Dec 6.55 corn calls against a short 6.15 corn call.
And lastly I have 3 different open option trades. First is a a bean trade; where I am short the Jan 13.50 calls, long a 11.70 put, short a 11.20 put. The trade at one time owned the 13 jan calls; but I liquitated them this week. To orginally pay for the trade I sold a Nov 2012 12 put (which allowed me to own multiple call spreads 9 of them). When the trade itself looked to be going south this week I adjusted via selling the calls I owned; keeping the puts, and further selling additional options to adjust. I sold the Jan put as mentioned above but I also sold a couple Nov 15.00 bean calls.
Next I have a short option trade for CBOT Corn in that I am short the 6.00 puts, 7.00 calls, and 7.50 call.
Lastly a bullish trade for March CBOT wheat; long the 6.60 call, short a 7.30 call, and short the 6.00 put.
Going home on Friday we had open trades that are up aprox 8,075. As for the booked trades we have profits of $ 70,097.50 with losses of $25.784.00 for a net total of about $44k profits.
Keep in mind that past performance doesn't mean future results and we are simply doing MOCK trading with fake money in an attempt to start a marketing type club in the near future.
We hope to see more of you next week.
As always we went threw charts, talked a little fundamentals, and placed some new trades while updating or adjusting other trades during the mock trading session.
Here is a recap of the open positions after this week's session.
In the futures section of the mock trading we have the following open
Jordan - scale bought CBOT Dec wheat; Long 2 Jan beans, long CBOT Wheat versus short CBOT corn (March), Long July 12 beans versus short Nov 12 beans
Jeremey - Scale trading short side of Dec corn.
Kevin - Long KC Wheat short MPLS wheat (March spread), long Jan beans up until Thursday at that time he took profit and now has reversed to be short Jan beans, Long CBOT March Wheat versus short CBOT Corn.
Dan is long KC March Wheat
For the option trades open we have the following
Kevin has an open free trade as we speak in that he is long 7.00 Dec corn call and short 8.20 (4 of them); this was a ratio spread that he rolled out and now has profit locked unless corn shoots back over 8.50 ish in the next 3 weeks.
Jordan has a 3 way corn trade; once again after adjustments not much will happen. He is long 7.50 puts short 7.00 puts, and long 7.50 calls; overall it appears like he is set up for a small loss.
The next trade open is one of mine in that I am long july 7.00 corn call, short 3 of the 8.50's, short 2 of the July, long 1 of the 6.50, long 2 of the 5.50 puts, and then short one of the 7.00 calls. We do our trades using position book; so when we adjust we place the trades in the same section offsetting then move to the booked profit or loss when the whole trade is complete. That is why this trade has both a long and short call of the same strike. It was orginally a ratio spread trade and since has been adjusted.
next on the list is Jordan with a short KC wheat 800 put and short 900 call. With KC wheat well below the put level he is basically long KC wheat from 8.00 minus the premium he received for the puts and calls.
Kevin is next with another adjusted trade that is now a GTD Winner. We love trying to turn option trades into free trades when given the opportunities. he is long the 750 put, short the 750 put, short the 800 call, long the 8.00 call and long the 8.50 call. Bottom line is he placed the trades at the right time and has a free trade.
Jordan is long 4 of the MPLS Dec 9.50 calls, short 1 of the CBOT March Wheat 6.00 puts.
Chris is short a 10.00 Dec MPLS call and a couple of the 8.00 MPLS March puts
Jeremey is short a 6.00 put in JULY 12 CBOT Wheat against 2 short 9.00 calls
Jordan owns a 6.40 Dec corn call and put both
Kevin owns a couple Dec 6.55 corn calls against a short 6.15 corn call.
And lastly I have 3 different open option trades. First is a a bean trade; where I am short the Jan 13.50 calls, long a 11.70 put, short a 11.20 put. The trade at one time owned the 13 jan calls; but I liquitated them this week. To orginally pay for the trade I sold a Nov 2012 12 put (which allowed me to own multiple call spreads 9 of them). When the trade itself looked to be going south this week I adjusted via selling the calls I owned; keeping the puts, and further selling additional options to adjust. I sold the Jan put as mentioned above but I also sold a couple Nov 15.00 bean calls.
Next I have a short option trade for CBOT Corn in that I am short the 6.00 puts, 7.00 calls, and 7.50 call.
Lastly a bullish trade for March CBOT wheat; long the 6.60 call, short a 7.30 call, and short the 6.00 put.
Going home on Friday we had open trades that are up aprox 8,075. As for the booked trades we have profits of $ 70,097.50 with losses of $25.784.00 for a net total of about $44k profits.
Keep in mind that past performance doesn't mean future results and we are simply doing MOCK trading with fake money in an attempt to start a marketing type club in the near future.
We hope to see more of you next week.
Trade Update
Another trade update for Jeremey.
Monday morning with outside markets under pressure; my corn scale trade has allowed me some profits. This market still feels like a sideway's market so I am going to get out at 6.38 1/2; and replace orders to re-sell the Dec corn. It books me a profit of 4,275; part of me thinks I should reverse and go long but i think i will stick with the original trade.
Monday morning with outside markets under pressure; my corn scale trade has allowed me some profits. This market still feels like a sideway's market so I am going to get out at 6.38 1/2; and replace orders to re-sell the Dec corn. It books me a profit of 4,275; part of me thinks I should reverse and go long but i think i will stick with the original trade.
Scoobee Day : My Friend
Brand : Scoobee Day
Company : Anna Group ( Kitex Garments)
Brand Analysis Count : 400
Company : Anna Group ( Kitex Garments)
Brand Analysis Count : 400
I am celebrating the 400 th brand analyzed in Marketing Practice with a Kerala brand.
Scoobee Day is a pioneer in the branding of school bags in Kerala. The brand is from the Anna Group which is a major player in the textile and Aluminum products in the state.
Scoobee Day is a pioneer in the branding of school bags in Kerala. The brand is from the Anna Group which is a major player in the textile and Aluminum products in the state.
School bag market is essentially dominated by the unorganized sector. Except for a few national brands like Duckback and Bata, most of the players are local manufacturers.
The brand also had the tagline " Scoobee Day en Changathi " ( in Malayalam) translated to Scoobee Day , My Friend.
The brand told consistent stories which involved kids being chased by dragons and monsters and how Scoobee rescues the kids and tames the demons.
The jingle containing the tagline and the catchy stories of Scoobee helping the kids, made a very strong impression in the mind of the kids. Even my four year old child recites the jingle and is very familiar with the brand.
The brand also ensured that it provided excellent value for money for the consumers. The bags are of very good quality and is very durable. So parents are not complaining for the premium paid for the brand.
To counter the price competition from the local players and cheap chinese imports, Scoobee Day is flooding the market with freebies along with the bag. Free offers include tiffin boxes, water bottles, pencil box etc. This year, the brand is offering pencil box, tiffin box, water bottle and a Scoobee mask.
Scoobee 's success is a classic example of brands built on story telling. The brand had a compelling story and it told the stories consistently . When entering a market dominated by unorganized players, the critical factor for success lies in differentiation. Scoobee Day differentiated itself from the rest through strong brand elements backed by product quality.
Now Kerala market is flooded with branded school bags. But Scoobee had the first mover advantage. The brand had already created huge equity and brand recall among the consumers.
During the early 2000, Anna group launched the brand Scoobee Day in the school bag segment.
Scoobee Day quickly captured the attention of the kids. One of the reason for the quick attention and recall of the brand was the brand's phonetic resemblance to the popular comic character Scooby Doo. During the launch of Scoobee Day, Scooby Doo cartoons were a huge hit among kids .
Scoobee Doo became a quick success through a very careful brand building process. The brand knew the pulse of the target market and the strategies were bang on target.
Scoob
ee Doo was primarily targeting the young school children in the KG and Pre primary segment. This brand was built on the art of story telling.
School bags are seasonal products . The consumers buy these products during May-June period. Mostly the parents let their kids choose the product since a new bag is definitely a motivation for kids to go to school.
Scoobee Day adopted the strategy of hooking the kids. The brand name itself was a hit and there was something more. The brand told a story. The hero of the story is the brand mascot - a Bee named Scoobee.
Scoobee Day is positioned as a kid's best friend. The brand all through its journey had told stories of how Scoobee Day helped the kids in distress , fighting those monsters who tried to attack the kids.
Watch an ad here : Scoobee day old ad
Watch the latest ad here : Scoobee Day 2009 ad
Scoobee Day quickly captured the attention of the kids. One of the reason for the quick attention and recall of the brand was the brand's phonetic resemblance to the popular comic character Scooby Doo. During the launch of Scoobee Day, Scooby Doo cartoons were a huge hit among kids .
Scoobee Doo became a quick success through a very careful brand building process. The brand knew the pulse of the target market and the strategies were bang on target.
Scoob
ee Doo was primarily targeting the young school children in the KG and Pre primary segment. This brand was built on the art of story telling.School bags are seasonal products . The consumers buy these products during May-June period. Mostly the parents let their kids choose the product since a new bag is definitely a motivation for kids to go to school.
Scoobee Day adopted the strategy of hooking the kids. The brand name itself was a hit and there was something more. The brand told a story. The hero of the story is the brand mascot - a Bee named Scoobee.
Scoobee Day is positioned as a kid's best friend. The brand all through its journey had told stories of how Scoobee Day helped the kids in distress , fighting those monsters who tried to attack the kids.
Watch an ad here : Scoobee day old ad
Watch the latest ad here : Scoobee Day 2009 ad
The brand also had the tagline " Scoobee Day en Changathi " ( in Malayalam) translated to Scoobee Day , My Friend.
The brand told consistent stories which involved kids being chased by dragons and monsters and how Scoobee rescues the kids and tames the demons.
The jingle containing the tagline and the catchy stories of Scoobee helping the kids, made a very strong impression in the mind of the kids. Even my four year old child recites the jingle and is very familiar with the brand.
The brand also ensured that it provided excellent value for money for the consumers. The bags are of very good quality and is very durable. So parents are not complaining for the premium paid for the brand.
To counter the price competition from the local players and cheap chinese imports, Scoobee Day is flooding the market with freebies along with the bag. Free offers include tiffin boxes, water bottles, pencil box etc. This year, the brand is offering pencil box, tiffin box, water bottle and a Scoobee mask.
Scoobee 's success is a classic example of brands built on story telling. The brand had a compelling story and it told the stories consistently . When entering a market dominated by unorganized players, the critical factor for success lies in differentiation. Scoobee Day differentiated itself from the rest through strong brand elements backed by product quality.
Now Kerala market is flooded with branded school bags. But Scoobee had the first mover advantage. The brand had already created huge equity and brand recall among the consumers.
Different Day - Same trade update
another update; yesterday's bounce allowed me to get some more orders filled on my scale corn trade; with the break in the markets i am once again exiting again this time for an 1800 profit; once again i will re-place all the orders
Monday, December 30, 2013
Premium : Pleasure,Ecstasy ,Euphoria
Brand : Premium
Company : JK Helene Curtis
Agency : Impulse
Brand Analysis Count : 401
Company : JK Helene Curtis
Agency : Impulse
Brand Analysis Count : 401
Premium is one of the most under utilized brand in the Indian personal care category. A brand which has been in existence for more than 40 years has not been able to make
its mark in Indian market.
Premium is a brand owned by JK Helene Curtis which is a Raymond's group company. Despite from a group that owns iconic brands like Raymond's and Park Avenue, Premium failed to reach anywhere near its peers.
What usually comes to my mind about this brand is its Cologne. Premium Cologne is one of the very few affordable colognes in the Indian market. I was initially surprised at the price of this brand because I felt that Premium would cost more.
Premium brand is not a failed brand . Infact company claims that Premium is the market leader in room fresheners.
Premium is an umbrella brand that endorses various products like Talc, Shaving products,perfumes and Room fresheners. There are experts who argue that the unrelated extensions have created problems for the brand.
its mark in Indian market.Premium is a brand owned by JK Helene Curtis which is a Raymond's group company. Despite from a group that owns iconic brands like Raymond's and Park Avenue, Premium failed to reach anywhere near its peers.
What usually comes to my mind about this brand is its Cologne. Premium Cologne is one of the very few affordable colognes in the Indian market. I was initially surprised at the price of this brand because I felt that Premium would cost more.
Premium brand is not a failed brand . Infact company claims that Premium is the market leader in room fresheners.
Premium is an umbrella brand that endorses various products like Talc, Shaving products,perfumes and Room fresheners. There are experts who argue that the unrelated extensions have created problems for the brand.
In a report in Business Line, another brand expert suggested that the brand name Premium has created positioning issues for the brand. The name has caused a perception that the product is priced higher which created a problem of Narrow Positioning.
But more than the brand name, Premium is languishing because of lack of marketing effort. The company has never cared to create a Brand DNA for Premium. There is no brand manthra, no core brand values or a brand persona. There is not even a tagline that gives the brand an identity. There is also no memorable brand campaigns.
I personally feels that the company is not able to fit the brand in its portfolio along with Park Avenue. Park Avenue has its own range of men's toiletries and Premium may be sidelined for making space for Park Avenue range.
Premium is really a sad story. The brand has a good name, a good company to back it and an opportunity in the market but there is no will from the brand owners to develop it.
I personally feels that the company is not able to fit the brand in its portfolio along with Park Avenue. Park Avenue has its own range of men's toiletries and Premium may be sidelined for making space for Park Avenue range.
Premium is really a sad story. The brand has a good name, a good company to back it and an opportunity in the market but there is no will from the brand owners to develop it.
Marketing Funda : Creating Brand Experience
My article on Creating brand Experience published in Adclubbombay.com : Read it here
opening grain market comments day ahead of USDA report
Markets are called mixed this morning a day ahead of a USDA S & D report behind another choppy overnight session.
In the overnight session corn was up 2 cents, beans where up 7, KC wheat was off 2, MPLS wheat was off 2, and CBOT wheat was 2 lower. At 9:05 outsides are supportive with the DOW up about 50 points, crude up about a dollar a barrel, and the US dollar softer with the Dec down 340 at 76.80.
Not much for news out this a.m. and with outside markets a little on the positive side; but not really moving much many expect a quite day ahead of the USDA report. I should remind everyone that the last time we saw a big move was the day before the last USDA report in Oct; (not the actual report) so just because everyone continues to expect choppy sideway’s price action doesn’t mean that is how it pan’s out.
Basis remains firm on winter wheat, spring wheat, soybeans, and corn. I like basis offers especially if I am bullish because of how the basis – futures – cash price relationship typically works.
Overall markets feel like they are sellers markets; but I am not sure that is from super demand. More the reason I call our markets sellers markets is the fact that producers are simply not being forced to move product at this time. Eventually that could change and if export demand doesn’t pick up or we don’t find some type of end user competition our markets could quickly turn to buyers markets. The world grain markets all appear to be buyers markets where the business typically goes to whoever will undercut the other the most. I.E. we have plenty of grain in the world at this time.
Keep in mind we are offering free delayed price for both winter wheat and spring wheat.
Spread price action should be interesting and has been interesting; the tightening of spreads is an indication of demand especially if spreads tighten up during index fund rolling periods; where the index fund is selling the front end.
It looks like the USDA report will be out like scheduled Wed; despite some asking to move it back because of the MF Global issues.
Please give us a call if there is anything we can do for you.
USDA Crop Report Nov
Below is a forward from our main Country Hedging Rep and opening comments.
Markets are called mixed this a.m. behind a USDA report that is overall probably neutral to slightly negative; outside markets are under extreme pressure and that leaves overall thoughts negative.
In the overnight session we saw corn off a penny, KC wheat was off 8, MPLS was off 8, CBOT wheat was off 7, and beans where off about 8 cents. At 9:20 outsides are under pressure with crude down 2 a barrel, equities very weak with the DOW down 285 points, and the US Dollar making a new move for the recent high with the Dec up 1.289 at 78.05.
Here is a recap of report
The markets have now opened and been rather volatile during the 1st hour or so of trading. We opened under pressure with the grains lower then most had thought; corn was down about 10-14 on the open, wheat was down 20ish, beans where also twenty or so lower. Now about 11:00 we have seen some massive improvements. Spring wheat lead the way higher as it has been up 5-10 cents, and we now have the other wheat contracts only down 5-10 cents so a good dime off of their lows in both KC and CBOT. Corn has also managed to pull back in positive territory up about 2-3 cents and beans are off about 8 cents.
Winter wheat basis feels firm and maybe firmer; I did notice bids today are showing inverses bid for nearby now ahead of JFM. Spring wheat feels a little weaker on the basis side of things because of an increase in country selling. Part of the firmness in winter wheat basis over the past couple of months has been the spread between MPLS and KC; with it making another leg up firmness in wheat basis shouldn’t go away overnight. BUT today’s carryout numbers are not exactly bullish for wheat; so when the supply starts moving…………watch for basis to come under extreme pressure. Keep in mind buyers are like producers in the sense when things start going their direction they typically try to pick tops or bottom’s; thus when prices are going up it is hard to buy grain some days because everyone jumps on the bull camp. The opposite is true when things start going down; it becomes hard to sell because all of the buyers are afraid it is going lower.
Don’t forget we are still offering free delayed price for both spring wheat and winter wheat.
Also this afternoon we will have another session of our MWC Marketing Hour Round Table. We invite you to join us.
Thanks
Grain Merchandiser
Midwest Cooperatives
800-658-5535
800-658-3670
605-295-3100 (cell)
605-258-2166 (fax)
This communication may contain privileged and/or confidential information and is intended only for the use of the individual or entity to which it is addressed. If the reader of this message is not the intended recipient, you are hereby notified that any unauthorized dissemination, distribution, and/or use of this communication is strictly prohibited. This communication makes no representation or warranty regarding the correctness of any information contained herein, or the appropriateness of any transaction for any person. Nothing herein shall be construed as a recommendation to buy or sell any commodity contract. There is a risk of loss when trading commodity futures or options.
From: Fitch, Joseph
Sent: Wednesday, November 09, 2011 8:24 AM
Subject: Morning Note
Sent: Wednesday, November 09, 2011 8:24 AM
Subject: Morning Note
Good morning,
We’ll it’s report morning. I’ll cover the details and try to give some thoughts.
Corn yield down to 146.7 vs 148.1 last month, 1.0 less than trade guess. Production is down 123 mln bushels. Exports steady, ethanol steady, therefore feed usage must be falling because ending stocks fall from 866 mb down to 843 mb, which is only a change of 23 mb. World corn is 121.57 mmt vs 123.19 mmt last month.
Soybeans – yield 41.3 vs 41.5 last month, .1 lower than trade guess. Production is down 14 mb. Exports down 50, crush steady, therefore ending stocks up 35 mb to 195 mb and on its way higher. World soybeans is 63.56 mmt vs 63.01 mmt last month.
Wheat – SRW, White, and Durum no significant changes. HRW saw a 30mb reduction in exports and must be some small upward revision to feed or domestic usage because ending stocks are up 20 mb to 318 mb vs 298 mb last year. Spring wheat saw a production decline of 7 mb on the resurvey of the farmer. So production was 398 mb. Exports were raised by 30 mb to 250 mb. This could prove to be on the high end, but raising exports seemed justified in my analysis. Ending stocks fell by 28 mb to 129 mb so there is a small reduction in domestic usage. Stocks to use falls to about 26%.
World wheat was surprisingly close to steady. Ending stocks grew from 202.37 mmt last month to 202.60 mmt. Kazakhstan was raised 2 mmt as had been expected. This can be a competitor to spring wheat some years.
One thing from yesterday is that deliverable stocks of wheat in Duluth declined from 12.758 mb to 12.389 mb. One year ago stocks were 26.435 mb. This is the wrong time of year to be pulling stocks out. It makes me nervous because it improves the possibility of the spreads staying at inverses.
Movement on grains was better yesterday and spring wheat seemed to be moving at a better clip. Basis could weaken up next week with the better movement especially if spring wheat tries to head higher on the balance sheet changes.
Corn has traded up a little in the OTC market. Beans have 15 cents protection. Wheat is likely mixed with spring wheat likely higher and winter wheat more dependent on corn for strength. Outside markets are negative this morning and could influence trade.
Even though the corn yield is still moving tighter, I’m not sure that the farmer is going to get the very bullish reaction that some seem to want. I doubt this information without further stress in the grain markets like a turn for the worse in South America weather or another large decline in the yield on a future report is going to allow this market to trade back up to its previous highs. Farmers who are aiming for $7.50 or $8.00 corn are going to be disappointed. I think they need to make realistic sales going forward and make some sales against production for the next year and possibly further out. Soybeans continue to look like a sell on the bounce candidate to me. There isn’t anything bullish there with production in SA looking like it is going to keep getting bigger and our export window getting clipped.
Country Hedging, Inc.
The Right Decisions for the Right Reasons
The Right Decisions for the Right Reasons
This communication may contain privileged and/or confidential information and is intended only for the use of the individual or entity to which it is addressed. If the reader of this message is not the intended recipient, you are hereby notified that any unauthorized dissemination, distribution, and/or use of this communication is strictly prohibited. Country Hedging, Inc. makes no representation or warranty regarding the correctness of any information contained herein, or the appropriateness of any transaction for any person. Nothing herein shall be construed as a recommendation to buy or sell any commodity contract.
Marketing Funda : The art of story telling
My article on the Art of Story Telling published in Adclubbombay.com : Read it here
Marketing Thoughts ahead of USDA report - Closing Comments
Markets closed about how they opened; mixed and choppy with a lack of direction as consolidation continues.
When all was said and done corn closed down 1-3 cents, Beans where down 18-20 cents, KC wheat was up 4-7 cents, MPLS wheat was off 8 cents, CBOT wheat was up 2, equities closed firmer with the DOW up 85 points, the US dollar near unchanged and crude up a little over a dollar a barrel.
Price action today was rather choppy with a lack of solid direction; about the same as the past month. Did you know that corn since Oct 12th corn has only traded a 43 cent range and since the 1st of the month only about a 29 cent range with every day trading inside the previous days range. Now that is consolidation at its finest especially when you consider that corn traded 45 cent range on Oct 11ththe day before the last USDA report. Now whether or not that information means much if anything is yet to be decided. Could we move limit tomorrow much like we did before the last USDA report? Sure. Could it be down? Sure it could. Could it be up? Sure it could. Could we continue the sideway’s pattern and have another inside day until the report comes out? Without a doubt that is possible as are many of the above and many other scenario’s. The market really isn’t tell us.
To me the consolidation is telling us that we will eventually move out of the choppy sideway’s trading range; but it doesn’t exactly have to happen today nor as soon I or anyone else thinks. Heading into the report there are many camps out there; some feel that the producer is too long and hasn’t sold enough plus they think yield is a little higher then what the last USDA report was at. Others think demand is strong which I would have to agree the margins for many of the users of corn are having a good run, plus they think that yields are light; too much dry down on the row crops.
So there you have it; I don’t know what is going to happen on the next USDA report; but I think I do know that proper risk management should always be used. Does that mean one should sell some ahead of the report? Maybe; that depends on where you are at in terms of marketing, cash flows, and future known “have to” move or sell for X reason, along with 100’s of other factors to consider. So to me what proper risk management means ahead of a USDA report is am I comfortable if we move limit up, trade sideways, or limit down; and for more then 1 session in a row. Now one probably should ever be 100 % comfortable with a limit move one direction or another but after you take away your personal bias do you still have “balance” in what you have left to market or “balance” in what you have already sold?
If you don’t have balance or comfort heading into the report there are plenty of options and moves that should help one out. Maybe as simple as buying short term puts for protection or calls to help defend sales so to speak. If you need help with a marketing plan or using futures and options in a risk management portfolio please give us a call. Don’t forget we are a Country Hedging Branch plus we offer a variety of contracts such as Min Price, and MIN-MAX contracts the help you in your marketing plans.
Also I want to remind everyone that we are offering Free Delayed Price on both winter wheat and spring wheat. Free of charge until July 15th. What a deal……right? Well yes and know; keep in mind one of the main reasons for end users to offer delayed price is they feel prices will be cheaper in the future. Now in the case of elevators it would typically mean basis risk. This is one of the reasons we have been heavy on promoting basis contracts lately as we feel basis is at levels where it makes sense to consider locking it in via some sort of contract for at least a small percentage of your bushels left to market.
Also don’t forget our weekly MWC Marketing Hour Round Table. This Wed in Onida at 3:30.
Please give us a call if there is anything we can do for you.
Grain Market Opening Comments 11-15-2011
Markets are called mixed to better following an overnight session that was mostly firmer with beans leading the way higher.
In the overnight session beans where up 15 cents, KC wheat was up 3, MPLS wheat was up 2-3, CBOT wheat was up 1, and corn was up 3-4 cents. At 9:15 outside markets have equities weaker with the DOW off 33 points, crude up 60 cents, the dollar is up about 342 with the DEC at 78.08.
Yesterday we had export inspections out that had beans well above what is needed on a per week basis while corn and wheat continue to lag what is needed on a per week basis to meet current USDA projections.
Basis is hit and miss on the grains; as we simply don’t have enough export to domestic competition for basically all three of the major markets. Corn basis is firm; but we lack exports, wheat basis is also firm but spot was weaker yesterday then it was last week. Some to arrives are also weaker; late last week I sold a 15 pro to arrive train and yesterday the bid I got for the same quality was 50 cents lighter then what I sold Thursday/Friday last week.
Bottom line is the small spike we seen to start last week caused a little movement in some of the grains thus has lead to basis being rather choppy because there is plenty of room everywhere, rail freight isn’t tight, and we simply lack export to domestic competition.
Markets have now opened and about 10 we have the markets weaker then where the overnight session left off. We started off a little firmer then where the overnight session left of but currently we have beans up 10-11, corn down a penny (6 cents off of it’s highs about 30 mins ago), KC wheat unchanged, CBOT wheat up 1, and MPLS wheat up 1. Look for the rest of the session to be choppy and probably range bound like most of our markets have been for the past month or so.
Technically many markets are flirting with support after testing resistance last week. The biggest thing our markets don’t have going for us is we don’t have much money wanting to flow into grains; outside markets and the problems in Europe have lead to a lot of risk off type of investments. Perhaps making the chances of taking out last years highs lower then many expect is the fact that risk doesn’t want to flow into our markets, the world seems to have solved many of it’s supply issues, and we simply have farmers sitting on a lot of product at a time when the exports are suppose to be coming from us and that could be leading to a shifting of demand to other areas in the world that seem to have ample supply.
Don’t forget that we have our weekly meetings every Wed in Onida.
Also with the nice winter we have had don’t be afraid to take advantage of our free delayed priced program for both winter wheat and spring wheat.
Please give us a call if there is anything we can do for you.
Marketing Funda : The Difficult Task of Differentiation
My article on Differentiation published in Adclubbombay.com : Read it here
Brand Update : Fastrack
Fastrack has recently launched a new campaign based on its new positioning " Move On " .The latest campaign comes in two version - His Story and Her Story
Watch the commercial here : His Story
Watch the commercial here : Her Story
Watch the commercial here : His Story
Watch the commercial here : Her Story
The new ads
are an extension of the Move On positioning of the brand. The brand is based on the current psyche of youth .The premise of the new positioning is that Indian Youth tend to be very "detached " in their relationships.
The new campaign has taken this premise to a new level. While the previous campaign was based on a romance break up , the new campaign goes deeper than just flirting.
The ad is definitely interesting and the two versions makes it more interesting. The younger crowd is going to enjoy it .
How ever the question is whether the brand is taking the Move On concept a bit too far. It is true that such kind of dating and experiments happen and the debate is still there as to whether such a kind of indulgence is to be encouraged or not.
I am not a moral advocate or a Srirama sena member !!! . I personally believe that it is the choice of an individual to live the life he/she wants provided it is within the social framework.
It may be true that the younger generation are non-committal in their relationship. It is also true that there is a trend of irreverence and " take it or leave it " attitude prevalent among the urban youth community.
But the question is whether a brand like Fastrack should align with such a trend ?
Read the perspective of Adman Lakshmipathy Bhatt here .
There is nothing immoral or unethical in the new TVC. But I personally feel that such a trend among the new generation is not something that should be celebrated.
"Gotta get rid of him " and " Who s next " seems too extreme for me ( conservative as Iam). How ever I am sure that the youth will love it .
Related brand
Fastrack
are an extension of the Move On positioning of the brand. The brand is based on the current psyche of youth .The premise of the new positioning is that Indian Youth tend to be very "detached " in their relationships.The new campaign has taken this premise to a new level. While the previous campaign was based on a romance break up , the new campaign goes deeper than just flirting.
The ad is definitely interesting and the two versions makes it more interesting. The younger crowd is going to enjoy it .
How ever the question is whether the brand is taking the Move On concept a bit too far. It is true that such kind of dating and experiments happen and the debate is still there as to whether such a kind of indulgence is to be encouraged or not.
I am not a moral advocate or a Srirama sena member !!! . I personally believe that it is the choice of an individual to live the life he/she wants provided it is within the social framework.
It may be true that the younger generation are non-committal in their relationship. It is also true that there is a trend of irreverence and " take it or leave it " attitude prevalent among the urban youth community.
But the question is whether a brand like Fastrack should align with such a trend ?
Read the perspective of Adman Lakshmipathy Bhatt here .
There is nothing immoral or unethical in the new TVC. But I personally feel that such a trend among the new generation is not something that should be celebrated.
"Gotta get rid of him " and " Who s next " seems too extreme for me ( conservative as Iam). How ever I am sure that the youth will love it .
Related brand
Fastrack
Sunday, December 29, 2013
Update on trade for Jeremey on short corn
With the USDA report neutral to friendly corn; I am going to take the chance this morning and buy back my short corn scale trade. Presently Dec corn is at 6.48; so this allows me to lock in a little over $4,000 profit. I am not going to re-enter this trade; but I am going to place a buy stop at 6.65 basis the Dec to go long 1 contract; if I do get filled I will then place buy orders at 6.60 for 2, 6.55 for 3, and 6.50 for 5. But only if I first get filled by the stop.
Closing Comments and Charts for 11-17-11 as the grain markets fall apart!
Markets where hammered today as the selling pressure accelerated as liquidation was seen from the funds; adding to pressure was a little bit of producer fear selling. When everything was said and done we saw corn down 28, beans where down 20, KC wheat was off 21, MPLS wheat was down 9, CBOT wheat was off 24, the stock market was under pressure with the DOW down 135 points, crude off nearly 4.00 a barrel, and the US dollar is firmer.
Also pressure to our markets was the fact that we had just horrible corn exports we even had a cancellation of some corn that was sold to unknown (which is typically China). Corn exports where only 8 million bushels; driving around South Dakota it is pretty easy to find that and much more on the ground.
Ethanol margins remain very good nearby; but we continue to miss export business and today that along with outside markets ended up being too much for our markets to bear. The fact that we have been range bound for a month or more didn’t help anything out; as we broke threw some technical levels that seemed to accelerate the downside as we hit sell stops.
The technical picture has changed a little bit; hopefully it is just a head fake or a bear trap but technically there now appears to be more downside risk then upside potential. Fundamentally we simply lack export to domestic competition and our biggest fundamental is also moving against us right now. The funds just don’t seem to have a reason to own anything; with the MF Global issues and shaky situations in Europe no one has much interest in owning commodities right now. As long as money wants to flow out their remains tons of downside risk.
The good thing is that despite the poor exports and poor demand we are not exactly in an overwhelming or burdensome supply situation. We have seen supply cut year over year; so in theory we still should have chances to see a bounce at anytime should some demand show up or even if we have the outside markets stabilize. Adding to that thought would be the longer term picture that says we need a lot of corn acres next year; so perhaps that gives us a chance to sell higher prices sometime in the spring. But proper risk management should be telling us not to wait that long; especially when we are still at good historical values. Levels that make good returns; plus what happens to our markets if we do plant 95 million acres of corn and continue to have more then ample world supplies.
The price action seen today reminds us of 2008 all over. With volatility down doing contracts like min price, min-max or even simply buying some puts to help protect one from a complete melt down.
Attached are a couple of charts that show we broke threw some key support area’s today and really opened up some down side risk.
Please don’t forget we still have free delayed price on both winter wheat and spring wheat.
Opening Comments 11-21-11 - Weak Markets!
Markets are called weaker this morning behind a weaker overnight session and weak outside markets.
In the overnight session corn was off 7 cents, beans where down a dime, KC wheat was off 5-7 cents, MPLS wheat was off 1-2, and CBOT wheat was 6-7 cents lower. At 9:10 outside markets have the equities under pressure with the DOW down 230 points, crude is a dollar forty lower, and the US Dollar is firmer with the Dec at 78.585 up 330.
Today appears to be another risk off type of day and with Friday’s CFTC report showing that the funds are still long over 100,000 contracts of corn their would appear to be some risk out there of further liquidation. The funds also own a large percentage of MPLS Wheat which could leave the market that has held in their the best susceptible to some sort of risk off sell off. Technically most of our markets are looking rather ugly; be careful trying to catch a fall knife might be the term used.
Their has been talk that we should see some increased end user demand/pricing down towards these levels. Many think that China will be buyers in the 5.75-6.00 range; I guess that really remains to be seen. Longer term a little price break to help demand is great.
I think one major risk that we have out there is that producers are longer then they typically are or maybe should be. What happens if we start seeing some fear selling? Most think that won’t happen until after the first of the year.
The market’s movement the past week and more so the past couple of months really should tell us that risk management is very important. After all we have seen corn go from 8.00 on the board down to about 6.00; a 25% dip. The 2008 meltdown saw Dec corn go from 8.00 all the way down to about 2.90; so we haven’t been under as much pressure as that but we have seen plenty of opportunity slip by. Does that mean that many are in the hope stage of marketing? If so could their still be more downside risk then upside potential in the days and months to come?
Bottom line is yes there is plenty of risk out there; so if you need help writing a marketing plan please give us a call. The biggest thing I think we need to remember is that the worst case in selling levels that make you money is you don’t make as much as you could have. The other side of the coin is potentially finding one’s self in a position where you are selling at levels that simply don’t work; then what happens if a have to sell situation comes up.
I don’t want to promote fear selling but rather risk management and thus risk diversification. One tool that might work good with us having a decent to strong basis would be a Min Price or MIN-MAX price contract.
With this week’s Holiday we will be moving our MWC Marketing Round Table to Tuesday; same time and same place. In Onida at 3:30; we hope to see you there.
Trade Update - Mock Trading
With a recent losing streak hitting some of our Mock trades; I am deciding to lift a profitable short position that I have on in MPLS Wheat; I am short and will lock in some profits.
Technically to me it appears that maybe the 8.00 level will hold as support; so on my scale MPLS trade I am going to get out of the 8.38 short for a little over 22 cents profit.
On the line of support holding I am going to place a buy order in at 8.15 for 1 contract, 2 at 8.10, and 3 at 8.05; with a risk to 7.95.
I will leave in my sell orders at 8.45 for 2 contracts and 8.55 for 4 with a risk of 8.63
Another update with the options expiring last week we did see Jordan pick up a short Dec corn position. He owned both the 6.40 call and put for about 50 cents; so net he is now short 1 at 5.90
It does look like Dan locked in another winner as he had a short MPLS position that he saw his objective hit so he locked in about 800 profit on that trade.
Technically to me it appears that maybe the 8.00 level will hold as support; so on my scale MPLS trade I am going to get out of the 8.38 short for a little over 22 cents profit.
On the line of support holding I am going to place a buy order in at 8.15 for 1 contract, 2 at 8.10, and 3 at 8.05; with a risk to 7.95.
I will leave in my sell orders at 8.45 for 2 contracts and 8.55 for 4 with a risk of 8.63
Another update with the options expiring last week we did see Jordan pick up a short Dec corn position. He owned both the 6.40 call and put for about 50 cents; so net he is now short 1 at 5.90
It does look like Dan locked in another winner as he had a short MPLS position that he saw his objective hit so he locked in about 800 profit on that trade.
Brand Update : Liril
After a long long time, the iconic Liril is back. Yesterday I saw the new tvc for Liril. The campaign looks foreign, complete with foreign models and settings.
The new tvc talks about 2000 points in our body which when touched will refresh us!!!! The ad uses the theme of a playful interaction between a father and baby to drive 
home the power of touch and these 2000 sensitive body points.
home the power of touch and these 2000 sensitive body points.The ad claims that using Liril will rejuvenate those 2000 body points to keep you FRESH...
Well... some brands will never learn from mistakes. After the dumping of the famous imagery of Liril girl and the waterfall, the brand has never recovered. The fall of this iconic brand was accelerated by some stupid campaigns like Uff Umma and mindless product-line extensions like Orange Liril.
Now comes another half-hearted attempt to rejuvenate the brand. Although the new ad has a touch of class, it does not gel with the brand image of Liril that we had in our mind.
Another interesting development is that the entire product has also being changed. The brand packaging has been changed to dark green and the shape of the soap is changed to rectangle.
I still don't understand why the brand has not thought about bringing back its iconic positioning on freshness and its brand element of waterfall and still famous music. I am not saying that the brand should exactly replicate the earlier ads but it can creatively take advantage of that brand image which is still there in the consumer's mind.
Liril's consumers has become old and the new generation does not know much about this brand. But the collective memory and images are still there in the consumer space. It is also interesting to note that no other brand has been able to take up the space of Liril. So there is still lot of opportunity for Liril but going by the new campaign, that opportunity has been wasted miserably.
As a consumer , I still miss this soap.
Related brand
Liril
Colin : Cleans To A Shine
Brand : Colin
Company : Reckitt & Benckiser
Brand Analysis Count : 402
Company : Reckitt & Benckiser
Brand Analysis Count : 402
Colin is a brand from Reckitt & Benckiser. This brand is the market leader in glass cleaner product category. One can say that Colin is the pioneer in creating this category.
The typical issue with the niche brand is the market size. In a country like India with its sheer size and diversity, managing a niche brand often is a difficult affair.
Consider the case of Colin. The brand is a national brand with presence over most of the urban market. But the brand has to manage the challenge of distributing to all those numerous urban market for a share of those 20 crore. Since Colin is a part of Reckitt which has a basket of products, the cost will be shared. For a company having only one niche brand, Indian market is indeed a tough market to crack.
Colin was always perceived to be a premium product. From my experience as a middle class customer, we never perceived Colin as an essential product. Although we had all the products that could be cleaned using this cleaner, we never felt the need for Colin.
Now the situation is different. The number of electronic gadgets has increased, consumers now have LCD monitors, computers, ipods, psp etc which require specialist cleaning solutions. Hence more than ever, Colin has a good potential in this era.
Colin in a way also suffered from narrow positioning . The brand is widely perceived as a glass cleaner, actually it can be used as a multi-purpose cleaner for fridge and other gadgets. Hence when a consumer has a view that Colin is a glass cleaner, the usage and the value for money proposition does not match. In my experience as a consumer, I never bought this product because of this thought " To clean a TV, why should I spent this much ? "
It is also true that being perceived as a specialist for glass cleaning has its own advantages. The brand is considered an expert in that category and is almost generic to that category.
Colin is a brand that is well entrenched in the minds of the consumers. Being a niche brand has prevented heavy media support for Colin. But the brand has huge potential in days to come. The brand has to take a risk and try to create more uses for this product.
Colin brand was created by a company known as Fern Hill Laboratories ltd. In 1998, this brand was sold to Reckitt & Colman ( which later became Reckitt & Benckiser).
Glass cleaner market is a small market with a size of 20 crore. Colin commands more than 70 % of the market . This brand is an example of a niche brand. One good thing about Colin is that the brand owner has left this brand as a niche brand and so far has not ventured into extending Colin into other product categories.
Glass cleaner market is a small market with a size of 20 crore. Colin commands more than 70 % of the market . This brand is an example of a niche brand. One good thing about Colin is that the brand owner has left this brand as a niche brand and so far has not ventured into extending Colin into other product categories.
The typical issue with the niche brand is the market size. In a country like India with its sheer size and diversity, managing a niche brand often is a difficult affair.
Consider the case of Colin. The brand is a national brand with presence over most of the urban market. But the brand has to manage the challenge of distributing to all those numerous urban market for a share of those 20 crore. Since Colin is a part of Reckitt which has a basket of products, the cost will be shared. For a company having only one niche brand, Indian market is indeed a tough market to crack.
Colin was always perceived to be a premium product. From my experience as a middle class customer, we never perceived Colin as an essential product. Although we had all the products that could be cleaned using this cleaner, we never felt the need for Colin.
Now the situation is different. The number of electronic gadgets has increased, consumers now have LCD monitors, computers, ipods, psp etc which require specialist cleaning solutions. Hence more than ever, Colin has a good potential in this era.
Colin in a way also suffered from narrow positioning . The brand is widely perceived as a glass cleaner, actually it can be used as a multi-purpose cleaner for fridge and other gadgets. Hence when a consumer has a view that Colin is a glass cleaner, the usage and the value for money proposition does not match. In my experience as a consumer, I never bought this product because of this thought " To clean a TV, why should I spent this much ? "
It is also true that being perceived as a specialist for glass cleaning has its own advantages. The brand is considered an expert in that category and is almost generic to that category.
Colin is a brand that is well entrenched in the minds of the consumers. Being a niche brand has prevented heavy media support for Colin. But the brand has huge potential in days to come. The brand has to take a risk and try to create more uses for this product.
Marketing Funda : Logic of brand extensions
My article on logic of brand extensions published in adclubbombay.com : read it here
Another Mock Trading Session in our Marketing Hour Round Table at MWC in Onida
Today we held another MWC Marketing Hour Round Table meeting; in which we discussed current issues, looked at various charts, talked a little on basis, and then did some mock trading.
Here is a recap of our mock trading.
First Dan was stopped out of a long KC wheat position for a small profit; as that was the only booked trade that was closed today. It leaves us with about 75k profit on our winners with about 25k losses for a net of around 50k profit since we Sept 1st.
On the futures side of things Kevin added stop for his MPLS-KC Spread; in which he is a little bit behind. I added a stop and placed an objective on my long corn while adding more length at today's close. Basically a trade that is a scale buy trade.
Dan then moved his risk on his long MPLS March wheat up to help GTD that he locks in another winner; while opening up the upside; figuring a break threw of 9.00 could quickly accelerate buying.
I then had an open order to buy MPLS at 9.00 on a buy stop; decided to place a sell at the market with a 20 cent objective and changed my buy stop to a risk and reverse against my short MPLS March at 8.90. Bottom line i remain friendly but look for the market to congest a little bit before trying to make another leg higher.
Chris then placed our first non-grain trade; he shorted crude oil at 101.69; with a risk to 103.00 and a reverse objective at 95.00.
Dan then went long corn on the march; risking to 6.42 with an objective of 6.71.
Lastly on the futures bought 1 jan bean at the close; placed another order to buy another at 11.85; with a risk of 11.79 and an objective of 12.25
On the options side of things the only adjustment made was Chris putting in an order to sell 1 MPLS March 8.50 put if we close the MPLS March Futures above 9.00; adding to his strangle that he is currently up about 2500 on.
The last trade was Jeremey purchasing an 11.50 Jan bean put and buying a 12.00 Jan bean call. My exit is next week Wed (or at least that is the exit plan). The reason for the purchase of both of these with a game plan of exiting soon; is simply to try and pick up a little increase in volatility as these options only have an implied volatility of about 14-15%; whereas the corn and wheat options seem to be 25-35%; I don't want to have the theta eat me away that is why I plan on exiting in about a week; as i have it calculated that theta is going to cost about 30-35 a day; while a 10 % spike in volatility could give me a chance to make a couple thousand and a big move either way allows gamma to help my net delta position out in a hurry.
Jordan was ill and didn't make the session; so all of his open trades are still open. Perhaps being long all of the beans made him a little ill?
Please make sure to join us next week in Onida as we have another session. With the Thanksgiving Holiday we might move it up a day; but if we do we will have plenty of text messages and emails out.
Brand Update : Eveready
After a long period of silence, Eveready is back on the media space. The brand has launched a new campaign in 2009.The new campaign, known as The Red Light Painters in the ad world , is already making noise among the advertising community.
Watch the ad here : The Redlight Commercial
One of the welcome development with the new campaign is that Eveready has gone back to the famous classic tagline " Give Me Red". Earlier, Eveready has changed its iconic tagline to ' Kuch to hai extra"
.The current campaign is for Eveready Ultima batteries.
Frankly speaking , I did not understand the new Eveready commercial. The commercial started with the message that it was made entirely from LED lights, torches and camcoders. And then there was a mouse and the Eveready cat ..... Finally the cat caught the mouse.. That is what I understood.
Today Afaqs carried a story on the new commercial. Read it here.
Only then I understood that there was a story behind the commercial. According to afaqs, the brand is targeting the 15-25 yr olds. May be I did not understood because I am not in the TG.
My feeling is that the new commercial does not tell anything to the consumers. There is no compelling story about Eveready and how the brand is different from its competitors.
The brand is going to face a critical survival issue in future. More and more products are now running on rechargable batteries. Except for clocks and torches, most products which used disposable batteries are now being used with rechargable batteries. For products like clocks, consumers are not too worried about the brand. They will choose any of the major players rather than be loyal.
So in such a scenario, Eveready should be chalking out a survival strategy. It is not about the brand but about the product category.
In my case as a consumer, let me give you the list of products that run on battery in my house : Three clocks
Two remotes
Two Torches
While the new age products like cameras, Ipods, Mobiles,laptops are using rechargable batteries that comes bundled with the product.
In such a scenario, the market for non-rechargable battery market will be limited to a certain households and certain products. There are chances that the entire category getting extinct in future .
I personally think that Eveready is suffering from marketing myopia. The brand has not forayed into mobile batteries or laptop batteries. India is a big market for mobile phones. And typically the batteries need to be replaced. But never seen the brand venturing into this market dominated by chinese makes.
Even in the rechargable segment , Eveready has not done anything to expand the market. These areas may drive the business in future. If the brand is focusing on urban market, without a presence in these segments, I doubt how the brand will survive focusing on the traditional non rechargable batteries.
How ever, I am glad that the " Give Me Red " is back .
Related Brand
Eveready
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