A new and Improved Brand

Ring out the old, ring in the new” were the iconic phrases in Lord Tennyson’s poem, and senior executives at leading retailers and brands appear to be following a similar strategy, in a bid to ensure their relevance amongst consumers whose needs have evolved considerably.

As a result, Big Bazaar and Bata are repositioning themselves, respectively, via an extended campaign on television, print and social media, along with highlighting the range of additional features they offer in their repertoire. Striking a similar view, Kishore Biyani, CEO, Future Group, said,“We need to stay in tune with the ‘changing’ consumer.”      

As a result, the leading retail chain from the Future Group, is emphasising sabse sasta and ‘making India beautiful’, in its latest eye-dropping Rs 100 crore campaign which would run for a year, and highlight new products from its private label category, each week. 

In addition, this retailer is modernising its stores, adding new categories and aiming to upgrade it’s largely value conscious target audience to one which is brand loyal.

“With this campaign and accompanying improvements in stores, we are focusing on becoming a product and brand-centric retailer,” added Biyani.

Echoing a similar view, Madhukar Kamath, Group CEO and Managing Director, DDB Mudra Group, the agency working on this campaign, said, “We have showcased the changes in customers, and the resulting relationship with Big Bazaar.”

Similarly, Bata is repositioning itself by adding an ‘aspirational’ layer to its campaign for Spring/Summer Collection for 2014, while continuing to retain its core competencies of “comfort” and “durability”.

 As part of that strategy, senior executives at this leading MNC stressed that their range of shoes are more “vibrant” and “cool” along with ensuring that bags and belts are relevant for younger audiences. In addition, a Global Concept Store has been opened at DLF Place, Saket.

Sumit Kumar, Vice President and Head of Marketing and Customer Service, Bata India, said, “Our product range is in tune with our tagline -‘Where Life meets style’.”

Fear of overexposure

Big Bazaar’s last tagline was ‘Naye India ka Bazaar’ (New India’s market), but  advertising consultants stressed that this retailer caught the attention of shoppers with earlier campaigns -  ‘Isse Sasta or Acccha Kahin Nahin’ (there is nothing as inexpensive and good as this).

Marketing experts also stressed that Big Bazaar is largely viewed as a “price warrior”, and it won’t be easy for this retailer to upgrade its positioning. Apart from that, the risk from overexposure from this campaign just can’t be ignored.  Biyani, however, countered that view, and said, “It is an appropriate time to reposition ourselves.” 

Clearly, brands are working hard to remain relevant to the ‘next’ generation of customers.