THE STRATEGIST 15

MUMBAI | MONDAY, 2 MAY 2016

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Business Standard : May 2, 2016

THE YOUNG
CONSUMER

A high percentage of students aged between 12 and 18 years are

smartphone users, with a majority hooked to social media and online
shopping, according to the Tata Consultancy Services Youth Survey in
15 Indian cities that covered 1,300 respondents

Big challenge for Littles

Taking on a trusted market leader and well-entrenched regional players will not be easy for the
brand. On the other hand, Littles has a range that can give competitors a run for their money
SANGEETA TANWAR
n a mature market, shorn of anything
new to say, everything comes down to
trust and how deep the pockets of a
brand are, and the emotional connection
it has with consumers. Thats where market leaders traditionally have the upper
hand, having built up consumer trust
through the sheer duration of their presence and share of voice.
But with the playing field becoming
level, thanks to quality and innovation,
and with consumer pre-disposition to the
possibility of saving money, one can see
sales shifting to challenger brands in a
host of categories. Micromax in the mobile
handset market in India is a shining example. Littles, from the Piramal Enterprises
stable, is hoping to write a similar story in
the baby care market. The only difference
in this story: the brand has been in existence well over two decades but has been
below the radar so to speak with very little
advertising to showcase its range or prop
up the brand name.
Acquired by Piramal in 2015, the brand
has just launched an aggressive television

campaign that centres on young parents and president, consumer products divisharing moments of fun and bliss with sion, Piramal Enterprises.
their young ones. Conceptualised by
Industry estimates put the baby care
McCann Worldgroup, the campaign market in India at ~3,000-~4,000 crore.
demonstrates how the brand Littles, Littles is up against stiff competition from
through its wide range of baby care offer- Johnson and Johnson, Himalaya Baby
ings, plays the role of a constant companCare, Mom & Me
ion in a young womans jour(renamed as Babyoye
ney to and through
by Mahindra following
motherhood.
an acquisition in 2015)
Theres no escapamong others.
ing it, parents are
Rajadnye says that
drawn to imagery of
apart from a few big
Brand: Littles
cute babies. So there is
national and internano dearth of cute
tional premium brands,
Budget: ~15 crore
babies in the Littles
the child care segment
ad. But the accent
in the country is highly
Agency:
McCann
seems to be on the
fragmented and is
World Group
range on offer. Littles
dominated by regional
comes with a strong
brands. The challenge,
heritage and brand
therefore, is to crack
equity. Its known for its quality products this unbranded market. He is confident
and this is what attracted us to the brand. that Littles emphasis on quality and
With the campaign the aim is to make affordable pricing will help the brand
Littles a pan-India brand through claim a larger share of the baby care marPiramals 350,000 strong retail and distri- ket. The brand is also banking on its wide
bution network across the country, says range of more than 100 products
Kedar Rajadnye, chief operating officer including feeding bottles, personal care

MOVEMENTS

Driving appliances
Kenstar has appointed Milan Wahi as chief
operations officer. Wahi will oversee brand
building, product development and distribution
expansion for the home
appliances brand. Wahi
has over 24 years of
experience in various
consumer sectors like
FMCG and consumer
durables. An alumnus
of Bangalore University
and the Institute of Rural
Management Anand, he has
served as the chief operating officer of
J K Dairy and the managing director of
Lotte India Corporation.

Digital agent
Rage Communications has appointed Neville
Medhora as head of India business. Medhora,
who was heading Rediffusion-Y&Rs Mumbai
office, joins the digital
communications agency
after a 20-year journey
across several leading
advertising agencies in
India. Medhora has
had substantial stints
with Equus, Saatchi &
Saatchi, TBWA and JWT. He
caught the digital bug about
six years ago and spearheaded digital initiatives
of clients within the boundaries of the
traditional off-line format.

Smartphone partner
Gionee Mobiles has appointed Mullen Lintas as
its creative partner, as the Chinese smartphone
maker aims to increase its market share and
challenge leading players in India. As the
custodian of the brand, the
agency will handle the
strategy, planning
and creative
responsibilities of
Gionee Mobiles,
which is targeting a
market share of 10 per
cent in India this fiscal. At
present, the market share of
Gionee is around five per cent. Initial work has
begun on the launch of a new identity and
should be out in the market soon. Gionee will
look to flood the market with new offerings
especially during the ongoing cricket season.

Creative head
BBDO India has appointed Ritu Sharda as senior
executive creative director - Delhi. Prior to
joining BBDO India, Sharda led the creative work
on brands such as Sony Bravia
and HCL in her role as
executive creative
director at ITSA Brand
Innovations. She also
marked her directorial
debut with films for
Sony Bravia. Her creative
influence spans agencies
such as McCann, Publicis
India, DDB Mudra and Contract. At BBDO India,
Sharda will lead a creative team for existing
accounts such as 7 Up, Quaker Oats, Mirinda,
Zandu, Wrigley's, SC Johnson and Exxon Mobil.

and grooming accessories, apparels, toys,

bath and toilet accessories to capture a
larger market share. Its products are
priced between ~20 and ~2,000.
Pakhie Saxena, associate vice-president, retail and consumer products division, Technopak Advisors, warns that
baby care is a challenging category to be
in. Mothers are sensitive about products
they use for their children. So, companies
have to be spot on in terms of quality and
safety of their products.
Product differentiation will be another
big challenge for Littles. Pradyumna Chauhan, national creative director, McCann
Mumbai, says, We are fortunate to a have a
product name Littles, which resonates so
well with the category. This made it easier
for us to use the word in the jingle and come
up with the idea that there are a number of
little or small things that come together to
transform a woman into a mother.
Success will also depend on the retail
experience the brand is able to offer. Sums
up Technopaks Saxena, Success in the
child care and kids space has more to do
with cracking the right retail format than
just getting the product range right.

GUEST COLUMN

User percentages in four metro cities

KOLKATA

NEW DELHI

BENGALURU MUMBAI

82

91

83

87

40

52

39

38

90

89

83

77

65

82

66

80

85

93

90

77

SMARTPHONE

TWITTER

FACEBOOK

WHATSAPP

ONLINE
SHOPPING

Source: TCS

THE STRATEGIST QUIZ

459

Riding the m-commerce crest

With smart data-led mobile marketing, companies can reach out to

the right target consumer with relevant offers

This dish originated in a Brahmin coffee house that was set up in 1924. During
World War II the owner found it very difficult to procure rice for making idlis. He
was therefore forced to innovate. Today this dish is an integral part of its identity
and the packaging food industry. Name it and its inventor.

Which Indian vehicles design was inspired by the fastest animal on the land,
also the first Indian manufacturer to develop a monocoque body for a vehicle
in its class?

The CEO of which company said this, We are moving where the deer are few
and software developers plentiful, sitting in a rural setting, you can never be
scared enough of whats next?

Emperor Neros palace Domus Aurea on

the Palatine Hill was the first to have this
and a hotel in Gujarat was the first in Asia
to have it on its premises.
What is it? Also, name the Indian hotel.

The person who made this statement,

Always remember that someone
somewhere is making a product that will
make your product obsolete, is
considered the Father of __ industry. Name him and the industry.

6
7

The mascots of this brand are the Apple, Green Leaves, Purple Grapes and Green
Grapes. Name the brand.

It was initiated in 1865 and is informally known as The Knowledge. Brain scans
have found that people who complete The Knowledge have a larger
hippocampus compared to others. Who are they and what is it about? There is
now a move to stop this from being administered.

9
10

Which Indian brands vision states: Four Indians die every minute due to
cardiovascular diseases? The brands mission is to reduce this statistic.

PHOTO: THINKSTOCK

he journey of a mobile device

has seen an incredible growth
trajectory in the past two
decades. Today, a mobile device has
become a primary need for consumers.
They use this device for multiple purposes including various utilities and
entertainment, and not just communication. Indian smartphone
users on an average spend 169
minutes per day on their
devices, with this user base
growing at a 26 per cent CAGR
from 2013 to 2017. Research
shows that by 2017 about 80 per
cent Indians will use smartphones to
access the internet, which in turn will
increase digital commerce substantially. Statistics such as these reflect
the huge mobile opportunities for
advertisers and marketers, waiting to
be leveraged.

Gaining momentum
As consumers choose convenience
and simplicity while purchasing,
online shopping is gaining momentum in India. E-commerce companies are observing that a large number of consumers are now using their
smartphones to view, select and purchase products.
Additionally, todays consumers
spend a large amount of time in transit and smartphones serve as a go-to
medium for internet access.
Observing this trend, marketers have
now started to realise the one-stop
shop power of the mobile. Take for
instance Grofers, the instant delivery
app where you place an order for anything from ice cream to mosquito
repellent and have it delivered at your
doorstep within 90 minutes. Such formats are vying for customer attention,
as they move from being a part of your
special occasions to being an integral
part of your daily routine. Today, 20-25
per cent of business by e-commerce
firms in India is generated through
mobile phones, and this is likely to
gain momentum due to the growth in
mobile technology and connectivity
of shopping and payment platforms.
With these factors in mind, it is
inevitable for mobile commerce to go
mainstream in the near future.
The opportunity
The next phase is to leverage this massive m-commerce opportunity, by
offering end-to-end solutions to consumers. M-commerce is all set to overtake e-commerce. Owing to the
increased use of smartphones and
apps, mobile internet usage is overtaking that of desktop internet.
Consumers are now looking at
options that allow them to use the
same device to search for products as

This brands name was an inspiration and combination of its founders name,
the worlds largest transcontinental snow forest and a peak in the Canary
Islands. Name it.

Whose logo is this and what is its achievement?

COMPILED BY GAURAV SRI KRISHNA, www.facebook.com/gaurav.s.krishna

well as purchase them while making marketing, companies can reach out to
the process faster and convenient. M- the right target consumer on mobile
commerce caters to this very need, with relevant offers. By providing
and helps shorten the purchase rou- secure buy now buttons, mobile ads
tine. With the purchase option now have been transformed from earlier
increasingly available, apps have appearing like promotional messages
to now being showcased as
gained traction due to the
recommended
content.
convenience
offered,
Further, through the elimidecreasing the time spent
nation of several steps, the
while making the purchase
mobile purchase journey can
and making it less tedious.
now become a seamless sinThis enables companies to
gle action. The secret of
target consumers based on
course is in making the conseveral parameters.
sumers life easier. The
This is true for compaquicker you enable the connies across sectors. Telecom
sumer to get her work done,
service operators or telcos
the more likely she is to
have to sell segmented packs
DIPPAK KHURANA
respond positively.
across data and voice. DirectFounder and
Heralding the next phase
to-home (DTH) cable service
chief executive
of the mobile revolution, Mproviders have to sell chan- officer, Vserv
commerce is evidently the
nel packs segmented by
future of mobile marketing.
genre such as only movies,
sports or entertainment instead of all Most companies will be seen adopting
channels, and consumers even request this new development to keep pace with
for these packs on hourly or daily basis the evolving times and advancing coninstead of paying for the entire month. sumer preferences. The mobile platform
The challenge for telcos and DTH serv- is one to watch out for; the question that
ice providers is reaching out to the rel- needs to be asked, however, is how soon
evant consumers with segmented pre- will marketers take advantage of this
huge opportunity with multiple possipaid offers.
Today, with smart data-led mobile bilities and to what extent.

ANSWERS TO THE STRATEGIST QUIZ 458

1. Clippers which carried cargoes of
tea from China to Britain used to
take part in the Great Tea Race.
Clipper is possibly derived from
the verb clip, which in former
times meant to run or fly swiftly.
2. The Edinburgh Comedy Awards.
From their inception in 1981 until
2005, the awards were sponsored
by Perrier & were known as the
Perrier Comedy Awards.
3. Nomura Holdings, Japan. Connecting markets East and West
4. Subhash Chandra, Zee Group
5. Ardershir Burjorji Godrej. He set
up a lock manufacturing unit
along with his brother Pirojsha
and called it Godrej Brothers

6. A soda drink launched by Pepsi.

The 1893 name is a reference
to original recipes created by
Pepsi founder Caleb Bradham in
that same year.
7. IKEAs new bicycle Sladda
8.Vivendi, the French company. In
1998 CGE changed its name to
Vivendi. In 1992, Mittal
successfully bid for one of the
four mobile phone network
licences auctioned in India with
the French telecom group
Vivendi and set up Airtel
9. Animal Spirits
10. Both brands were established
in Nottingham, the UK Boots
in 1849 and Allen Solly in 1744

One lucky winner will receive a cheque for ~2,000. Send your entries to
strategist@bsmail.in. All entries must carry the postal address of the contestant.
Last date for receiving entries: April 5 till 8 pm. Previous winners and employees
of Business Standard and their families are not eligible to participate. The winner
is chosen on the basis of the first correct entry received.
There were 12 correct entries to quiz No 458. Pramod Kumar from
Bengaluru, wins ~2000The winner is based on the first correct entry received.