9 brand shastras
I will be discussing the 9 brands shastras using 3 brands that are- Epigamia, Too Yum! And Yoga Bars.
All the 3 belong to a particular category i.e. healthy snacks
Epigamia
Need Drum Foods started its business
in India with ice-creams under
the brand “Epigamia”. Even
though ice creams were
profitable, they sales dropped
during monsoon and winter,
thus, the company started
looking for alternatives. While
looking at alternatives, the
company discovered that 65% of
the Indian population is lactose
intolerant and could not
consume dairy products.
Another important point they
noted was that Indians could not
make flavored yoghurts at home
This unavailability of lactose-free
dairy products and also to deal
with the seasonality issues,
Drum Foods started
manufacturing Epigamia yoghurt
Seed After identifying these gaps,
Drum Foods International
decided that they would market
Epigamia as whey free, lactose
free, flavored curd. Also, with
curd there was no seasonality
issues that the company would
have faced as the product is
consumed in each Indian
household on everyday basis
Heed Egipamia marketed its product
as a healthy snack rather than
curd
Epigamia gained popularity
because of two major reasons
that is-
a. the Indian origin of the
product as the product
had all the
characteristics of
traditional yoghurt
Too Yumm!
Hunger has always been
the main trigger for
snacking. But these snacks
were only appealing to the
taste buds. With health
consciousness picking up,
a need gap was created in
the market as there was
no snack product catering
to the health-centric
needs of the customer.
Especially when it came to
the chips category, only
fried variants were
available
The company
manufactured baked
snack products instead of
fried chips. As fried items
are considered unhealthy,
baked items contain less
oil comparatively and are
viewed as healthier
snacking option by the
consumer
The product was marketed
on the fact that it is baked
instead of fried, thus,
considering it healthy. The
company roped in Virat
Kohli as its brand
ambassador and this
created a buzz in the
Indian market.
Many disruptive ideas like
#SayNoToFriedChips and
#WhyChipsVirat gained
Yoga bars
The Indian snacking
industry had always
been dominated with
unhealthy choices
pleasing the taste buds.
With growing
consumer health
consciousness, the
demand for health-
centric snack items is
increasing. But due to
the unavailability of
options in this
category, a gap was
created
Sproutlife foods
identified this gap and
manufactured energy
bars under the brand
name “Yoga bars”. The
bars are rich in protein,
fibre and low in carbs,
thus, are considered
healthy. And since the
format of the product
is bar, it is convenient
as well to carry and
consume
The awareness for this
product was mainly
created through social
media influencers and
digital marketing.
 b. preservative free the brand immense
product with additional popularity.
benefits like high protein
The company even got well-
known Bollywood actress
Deepika Padukone not only as its
investor but also its brand
ambassador. This grabbed the
attention of the Indian public
Deed The product is available in every Consumer in the age The high protein bar is
local neighborhood store and group of 15-35 is the a convenient and
allowed customers to sample its target group for the healthier choice of
product. This generated product brand. Too yumm! is product than the
awareness and word-of-mouth available in small packs of traditional snacking
publicity. The company also had Rs 5, 10 and 20, thus options. This made
tie ups with large supermarkets ensuring that it is pocket people try the product.
and had customers sample their friendly and the
products. They also used consumers would not
influencer marketing and mind spending that
content marketing to make the amount on a healthy snack
brand visible to the Indian youth Also, the strong
distribution channel
helped the brand gain
consumer awareness
Feed Due to the unique characteristics The main differentiation The taste and the
of the Epigamia yoghurt, and factor of Too Yumm chips health aspect of the bar
being a healthy snack, consumer and other traditional fried made the consumer try
tends to buy it more often than chips was the major it more than once
once reason for the consumer
to buy the product more
often
Speed A product delivering health with The brand has seen The brand gained
no compromise on taste is the tremendous growth since tremendous popularity
major reason for the growth of its inception. The sales of and saw growth due to
the brand. Epigamia had Too Yumm! is reported to the following reasons-
witnessed a growth of more than be of Rs. 600 crores in 1. all natural
200% from April 2017 to March 2020 ingredients
2018 2. affordable
3. tasty
Creed This brand has developed great The brand has developed Being the first among
credibility amongst the its credibility majorly the type in the market,
consumer within a short span of because of 3 reasons Yoga bars are
time. Currently, in India, Greek 1. No fried chips recognized as guilt free
yoghurt is synonymous to 2. Popular brand energy bars
Epigamia ambassador
3. Low price
Breed The brand is expected to double The brand currently holds The brand is expected
its revenue by expanding the market share of 5% in to cross Rs 100 crore
distribution and increasing metros and 2% in the business in 2021.
digital spends. overall category. The is
expected to cross a value
 From the base of 10,000 stores,
it has plans to increase its
distribution with 50,000 outlets
in more than 25 cities in 2 years
Exceed The brand is focusing on
launching new products of
customer interests. Recently
they have launched new flavours
of yoghurt and plant-based
yoghurts
of Rs. 10000 crores by
2025
With focus increasing on The company is now
health-centric foods, the focusing on launching
brand is expected to grow natural products in
in future as it caters the different domains like
needs of the customers breakfast cereals and
milkshakes

Case studies- Lifebouy and Savlon

Lifebuoy

1. Lifebuoy handwash

https://youtu.be/mhMuZ6DNVq0

This advertisement is used to show the efficiency of lifebuoy against normal soaps. The
advertisement targeted the value of time. Lifebuoy killed 99% of the germs in just 10 seconds
whereas with the normal soap, the time for which the hands needed to be washed was 1 min

2. Less Illnesses, higher attendance – with Silver Lifebuoy

https://youtu.be/2Za29qSW_6M

This advertisement focused on the fact that due to germs causing illness, children are unable to
attend school. Silver being an antibacterial ingredient is highlighted in this advertisement and its
capability to kill germs. This advertisement is targeted to school kids and their concerned parents

3. Spread Good Habits and Stay Protected

https://youtu.be/2Za29qSW_6M

This was a public message from Lifebuoy to prevent the spread of Coronavirus. The advertisement
emphasis the importance of washing hands not only with lifebuoy but with any handwash available

4. Introducing Lifebuoy Laundry Sanitizer

https://youtu.be/PWa-Y9uue8c

Through this advertisement, Lifebuoy introduced laundry sanitizer. The emphasis was given on the
fact no only hands, but our clothes can carry germs and need to be sanitized for the protection of
our family

Savlon

1. Savlon performance power

https://youtu.be/swmzYEAQ4JE

In this advertisement, through Saina Nehwal, the brand promotes the need of the product for
injuries that one faces during playing a sport. They want to send a message that not giving up is
important to succeed.
 2. Savlon India Bharosa Maa Sa

https://youtu.be/wMG93vaS_4k

In this advertisement, the brand focuses on the message that whenever a child is injured, the first
word that comes to his mouth is “maa”. In this add, Savlon is compared to mother’s love and
suggests that you can rely on the product as you can on your mother

3. Savlon Swasth India Id Card

https://youtu.be/nSfLJpsc9ew

This advertisement shows introduction of Savlon sachets in the form of school id cards so that kids
can have an access to them anytime anywhere

4. Savlon Swasth India Mission, Mask Hai Mazaak Nahi

https://youtu.be/NJsSWETwIq4

This advertisement was released by Savlon during the Covid period. This ad shows the importance of
wearing masks properly and people should take this seriously. It gives a message of “proper fit,
proper coverage and avoid touching”. This ad was issued in public interest

5. No Tension for Surface Disinfection

https://youtu.be/6Wpa2nLiYdk

This advertisement shows that using Salvon Disinfectant, surface disinfection has become very easy.
With this ad, the brand creates awareness regarding the importance of household roles spilt to help
the mother and also the importance of hygiene and sanitation

Article summary- “HIH market, HI growth”

The health, immunity and hygiene factor market of India will see a high growth in the upcoming
years due to change in the consumer behavior and habit formation not only to fight the virus but
also to fight the lack of hygiene and increased population in the coming years

The increase in the washing hands frequency will lead to increased consumption of soap bars and
liquid soaps

Consumer would also like to improve hygiene in their surrounding too. This category consists of 2
sub-categories: kitchen and furniture of room or office. The first category is related to ‘vegetable
and fruit wash’ and this category is expected to see a high growth because of increase in the number
of people consuming these products. Many companies like ITC and HUL have launched products in
the fruit and vegetable market category. AMA has launched two different products in the category-
one of fruit wash (FruitSure) and the other for vegetable wash (VegeSure)

Apart from the fruit and vegetable wash category, the disinfectant spray category market is also
expected to see a high growth. Using disinfectants at homes and offices is going to become a norm.
Many companies like ITC, Rekitt, HUL and Godrej have products in this subcategory
The third segment that will grow under the HIH category is ‘hand sanitizer segment’. The volume or
value per buyer of this category is increased due to behavioral change and habit formation. Many
brands of hand sanitizers were launched in these 6 months but only few were able to survive. The
ones who survived are expected to see a high growth

There are many other categories, like transportation, hospital, consumer durables and HORECA, the
HIH category is expected to have a high growth

Article summary- If brands are built over Years, why are they managed over quarters?

Brands are fading. One of the major reasons for this is that companies are investing more on price
promotion (which is short time) and less on brand building i.e. advertising, product development and
new forms of distribution (which is long term).

There are three factors that lead to the short-sightedness of companies-

Abundant real time data analysis-to analyze whether a given promotion was profitable or not
baseline sales models were developed. Baseline sales are estimated by extrapolating from the time
when there was no reduction in price or any other promotions. Promotions yield boost in short term
sales known as lift over baseline. But the long-term effects lead to 3 problems-

1. Consumer behavior change- Promotions are beneficial in short term as the sales are boosted
but it has its consequences. Regular promotions encourage shoppers to wait for the next
sale than purchase it at a non-promotion price. This leads to overall decrease in profit
margins
2. Brand reputation dilutes- People focus more on price than on quality, thus diluting the brand
reputation and no brand loyalty is developed
3. Response by the competitors- As one company increases its discounts, the competitors also
do the same. This results in no increase of overall sales but only on individual promotions

Issues in measuring long-term effects- Since long term effects are difficult to measure, companies
focus on short term effects. They spend on price promotion than on focusing on advertisements,
product development and distribution. Advertisements that are successful in short run are expected
to give a positive long-term effect. Also, it can help differentiating the brand and help in raising the
prices, thus allowing more profit margins. Advertisements build the overall strength of the brand
and decrease the customers’ price sensitivity. Increase in distribution and product variety leads to
reduction in consumers’ price sensitivity.

Short tenures of managers- Any manager investing in long-term perspective i.e. in advertisements or
new product development is likely to benefit the following manger and not himself. Someone higher
in the firm can track the long-term effects as the tenure of managers are short

Higher baseline sales means that consumer consider it as “premium” and are willing to buy even at
its full price. Smaller lifts in baseline sales means that the customer is brand loyal and is willing to
pay the price regardless of the discount. These brands enjoy a price premium and there is less
pressure on them to reduce prices. If the baseline of the brand is decreasing and consumer is willing
to pay less premium, then the gap widens and the brand is in the wrong direction

A brand performance can be analyzed over a long run by looking at the dashboard of measures of
each quarter. The steps used in analysis are- Recall the baseline sales and understand the changes
happening to it over months, quarters or years. Estimate response to price promotion and
understand the significance of the change in sales

Usefulness of long-term data

This data would provide complete sense on how the brands are performing over a long run.
Managers would understand whether the price promotions they are giving to the customer is
damaging the brand reputation in the long run or not. Brand managers’ performance could be
assessed on a combination of quarterly sales and quantity and price premiums

A company needs to hold its data for longer periods and analyze them carefully if they truly have a
long-term orientation

Masks market survey

The survey was done in Gadhinglaj which is a town located in the outskirts of Kolhapur City. There
has been no single case of coronavirus identified here from the past 3 months. Thus, the usage of
masks has declined in these months. Masks are mostly available in medical stores and general
stores. Grocery stores do not keep masks. More than 95% of the medical stores had masks, 80% of
the general stores sold mask and only 5% of the total grocery stores sold masks.

The usage of N95 masks has been decreased as compared to lockdown and people prefer cotton,
cloth or surgical masks. In the survey place, only 3 ply surgical use and throw masks are been sold.
The usage of masks as per type is given below-

Masks sold per type

10%
30%

30%

30%

Cotton Cloth (other than cotton) 3 ply surgical N95

Mostly, local masks are been sold, but there are few brands available especially for N95 masks.
Caire, Spotzero, Mankind and Apple are the available brands for N95 and Flamingo, Fastrack and
Wildcraft are the brands available for cloth mask.

Average price of different types of masks and their margins are given below-

Type MRPP Margin

(Rs/piece) (Rs/piece)
3 ply surgical masks 10 4
Branded Cloth masks (other than fastrack) 50 8
 Fastrack brand mask 199 20
Cotton masks 20 7
N95 40 10

The masks are sold as per customer needs. They aren’t sold in sets. Masks are either supplied by
distributors or they are purchased from the wholesalers. Many of the cotton masks are purchased
directly from the tailors as well. The number of masks sold has decreased since the lockdown. The
ratio of masks sold during lockdown and now is 10:1. This can be attributed to 2 major reasons

1. The number of covid cases have reduced. No new case has been identified since the past 3
months
2. There are no strict regulations on wearing a mask

Data of all the 25 shops is stated below-

No of
masks
sold
S (durin No of
r Types of Lot of Supplier g masks
n Shop Shop masks M Mar mask informa lockdo sold(cur
o name type sold Brand RP gin s sold tion wn) rent)
Single
/ as
per
custo
Gen mer
Super eral dema Distribu
1 Store store Cloth NA 30 10 nd tors 10 2
Use and
throw(su
rgical) 10 4
N95 50 20
Single
/ as
per
custo
Gen 10 mer
Saas eral to 3 to dema Self-
2 Collection store Cotton NA 15 5 nd made 10 2 to 4
Single
/ as
per
custo
Gen 20 mer
Parth eral to 6 to dema Wholes
3 Store store Cotton NA 50 15 nd aler 20 4 to 5
Single Distribu
Med 3 ply / as tors/
Shetake ical surgical per cotton
4 medicals store mask NA 10 5 custo mask
 mer supplied
dema by
nd tailors
Cotton NA 20 10
Single
/ as
per
custo
Med 3 ply mer
Roomie ical surgical dema Distribu
5 Medicals store mask NA 10 5 nd tors 30 3
Cotton NA 15 6
N95 Caire 20 8
Single
/ as
per
custo
Gen 10 mer
Naveeta eral to 3 to dema Distribu
6 Store store Cotton NA 20 4 nd tors 25 8 to 10
Single
/ as
per
custo
Med 3 ply mer
Ganga ical surgical dema Distribu
7 Medical store mask NA 4 1 nd tors 100 10
N95 NA 15 2
Cotton Flamingo 55 10
Single
/ as
per
custo
Gen 30 mer
Super eral to 3 to dema Distribu
8 Shoppie store Cotton NA 50 5 nd tors 10 1
N95 Spotzero 30 3
Cloth 19
mask Fastrack 9 20
Single
/ as
per
custo Distribu
Mane Med mer tors/
Medical ical dema wholesa 30 to
9 Store store N95 Apple 50 5 nd lers 50 2 to 3
Cotton NA 20 2
3 ply
surgical
mask NA 5 1
 Single
/ as
per
custo
Med mer
1 Sanjeevan ical dema Distribu 5 to
0 i Medical store N95 NA 20 5 nd tors 15 3
Cloth 7 to
mask Flamingo 55 8
Single
/ as
per
custo
Gen mer
1 New Raj eral dema Wholes
1 Store store Cotton NA 8 2 nd aler 120 8 to 10
Cloth
mask Wildcraft 50 5
Single Wholes
/ as alers/
per cotton
custo mask
Med mer supplied
1 Satikpal ical dema by
2 Medical store Cotton NA 20 5 nd tailors 10 2
N95 NA 40 10
3 ply
surgical
mask NA 10 3
Single Wholes
/ as alers/
per cotton
custo mask
Med mer supplied
1 Kadam ical dema by 10 to
3 Medical store Cotton NA 12 10 nd tailors 15 2
Single Distribu
/ as tors/
per cotton
Shree custo mask
Ganesh Gen mer supplied
1 General eral dema by 10 to
4 Store store Cotton NA 20 20 nd tailors 20 4 to 5
N95 NA 40 20
Single
/ as
per Cotton
custo mask
Tulsi Gen mer supplied
1 General eral dema by 30 to
5 store store Cotton NA 20 10 nd tailors 40 5 to 10
 Single
/ as
per
custo
Med 3 ply mer
1 Shiv ical surgical dema Distribu
6 Medical store mask NA 10 6 nd tors 50 7 to 8
Single Distribu
/ as tors/
per cotton
custo mask
Med mer supplied
1 Parvari ical dema by
7 Medical store N95 Caire 20 8 nd tailors 10 2
3 ply
surgical
mask NA 10 4
10
to 5 to
Cotton NA 20 7
Cloth
mask Flamingo 50 15
Single
/ as
per Cotton
custo mask
Gen mer supplied
1 Novelty eral dema by
8 Stores store Cotton NA 10 2 nd tailors 20 4
Single
/ as
per
custo
Gen mer
1 Chaitanya eral dema Wholes 50 to
9 Stores store N95 NA 20 5 nd aler 60 10
10
to 3 to
Cotton NA 20 8
Single
/ as
per
custo
Med 3 ply mer
2 Paridhi ical surgical dema Distribu
0 Medicals store mask NA 10 4 nd tors 30 3
Single
/ as
Sunshine Med per
2 Pharmace ical custo Distribu
1 uticals store Cotton NA 20 9 mer tors 200 10 to 20
 dema
nd

Cloth Wildcraft 50 5
Discounti
N95 nued
Single
/ as
per
custo
Med mer
2 Ganesh ical 12 dema Distribu
2 Medicals store N95 Mankind 0 20 nd tors 40 10
Cotton 30 10
3 ply
surgical
mask Nulife 10 4
Single
/ as
per
custo
Tejas Med 3 ply mer
2 Medical ical surgical dema Distribu
3 Store store mask NA 10 4 nd tors 30 5
Single
/ as
per
custo
Med mer
2 Dhanvantr ical dema Distribu
4 i medical store Cotton NA 20 10 nd tors 100 10
Cloth Flamingo 50 5
N95 NA 40 20
Single
/ as
per
custo
Annapurn Gen mer
2 a General eral dema Distribu
5 Store store Cotton NA 20 8 nd tors 20 4