What branding strategies are followed by hajmol,meswak,dove,tang

1. What branding strategies are
followed by
1.Hajmola candy
2.Meswak toothpaste
3.Dove soap
4.Tang
JIKKU VARUGHESRE
MACFAST COLLEGE

2. Branding strategies followed by
hajmola candy :-
 Hajmola, one of the strongest brands in Dabur’s portfolio
 core proposition of “fun, taste and i digestion”. Its tag line for years
 the brand has to moved away from it’s ayurvedic positioning to that of a mild
digestive product with a younger and naughtier image
 Hajmola’s success is that it has kept pace with the evolution of the consumer.
“Earlier, Hajmola was available only in glass bottles and was more of an in-house
consumption product
 “Apart from a new price point, a new format like candy (has) brought new
consumers, mostly kids, into the brand fold,”
 evolution strategy was the use of celebrities such as cricketer Kapil Dev in the
1980s and actor Amitabh Bachchan in recent times. This helped in giving the brand
a certain status.

3. Branding strategies followed by
Meswak toothpaste :-
 Meswak was generated with combination of ancient scripture and modern science
 It basically targets consumer seeking natural benefits in their toothpaste and is
used by vegetarians, religious and health conscious people.
 The brand was relatively unknown until a television advertising campaign during
the 1998
 In 2005, Meswak was sold by Balsara to Dabur along with other Balsara toothpaste
brands Babool
 In 2011, Dabur announced that Bipasha Basu would be Meswak's brand ambassado

4. Branding strategies followed by
Dove soap :-
 Brand has been empowering women to feel confident in their own skin, regardless of
their shape, colour or age.
 In communication Dove features only real women in accordance with the brand mission
to make beauty “ a source of confidence not anxiety
 Dove’s “real beauty” message is articulated not only through the extensively talked
about brand campaign or but also via empowerment programmes.
 Dove also employs strong product messaging.
 Recent brand communication seems to portray a slightly different type of women than
in previous campaigns – stronger and more confident rather than fragile and vulnerable;
women, who don’t need permission to feel beautiful and stay true to themselves
 he Dove brand is rooted in the Innocent archetype. It’s about achieving happiness by
being who you are, creating an idyllic world where every person can feel confident and
beautiful,

5. Branding strategies followed by
Tang :-
 The Tang brand is owned by Mondelēz International, which used to be a part of
Kraft Foods.
 company has adopted aggressive and intensive brand campaign to create positive
visibility in the consumer market
 In the year 1995 brand launched its spokescharacter Orangutan in a bold and
aggressive marketing campaign. The company started a campaign titled Tang
Lactaea in Brazil and Tang Fresh in Argentina in the year 2015.
 ts ads are shown via newspapers, magazines, billboards, television, radio, in-school
events like sports day and children’s day and summer campaigns at malls and
theatres. Tang also advertises via social media platforms
in Twitter, YouTube and Facebook page.