Schmitten, a new brand of premium luxury chocolates by a Surat based manufacturer seems to have it all, beginning with a premium sounding name. It is setting up experience-cum-retail lounges in 50 cities to promote the chocolates. It's first set of launch commercials have been made by Swedish ad maker Frederick Bond. The brand will be backed by a 70cr ad campaign and aggressive retail expansion. It has roped in adman Prasoon Joshi and Bollywood actress Priyanka Chopra to promote the chocolates and It has set up a 450cr manufacturing unit near Mumbai.
Wow, you say? Well, hold it, because according to Harish Bijoor, the marketing guru, the chocolates have one major flaw; the brand suffers from a packaging issue. It does not reflect the premium status it is aspiring to build through its advertising. It is important for a brand that aspires to be seen as premium or luxury, to connote those values through their packaging as well says Bijoor.
Life lesson: in a competitive world, you have to package yourself right - reflect the values you represent in your communication, your attire, in short your very persona. Sounds sordid when put like that? Gandhiji put it in a more palatable way - be the change you like others to be.
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