Brand : Park Avenue Beer Shampoo
Company : JK Helene Curtis
Brand Analysis Count : # 546
Park Avenue is a cash moo-cow inwards the portfolio of JK Helene Curtis which owns the prestigious wearing clothing brands similar Raymonds , Color Plus, Parx etc. This construct has contributed one-half of the turnover of the wearing clothing work organisation of the company. Later the companionship decided to extend the brands to categories similar men's preparation market.
According to Business Standard, men's preparation marketplace is worth Rs 4000 crore growing at 25-30 % per annum. So for a companionship similar JK Helene Curtis, it makes feel to extend a pop construct to this category. In September 2013, Park Avenue launched Park Avenue Beer shampoo inwards the Indian market.
The challenge for the construct is to stimulate case for the brand. The brand's suggestion of a beer inwards a shampoo is intriguing together with that may prompt many to endeavor out this brand.
Company : JK Helene Curtis
Brand Analysis Count : # 546
Park Avenue is a cash moo-cow inwards the portfolio of JK Helene Curtis which owns the prestigious wearing clothing brands similar Raymonds , Color Plus, Parx etc. This construct has contributed one-half of the turnover of the wearing clothing work organisation of the company. Later the companionship decided to extend the brands to categories similar men's preparation market.
According to Business Standard, men's preparation marketplace is worth Rs 4000 crore growing at 25-30 % per annum. So for a companionship similar JK Helene Curtis, it makes feel to extend a pop construct to this category. In September 2013, Park Avenue launched Park Avenue Beer shampoo inwards the Indian market.
According to ET, at that spot is a inquiry backup that beer is skillful for pilus and if Park Avenue has its way, together with then the close pop men's drinkable volition honour a novel house - men's caput ( sic).
Watch the launch advertizement : Park Avenue Beer Shampoo
The advertizement is clutter breaking together with rattling funny. The ads were able to drive inwards the USP of the share together with isn't deadening for repeated exposure.
In this launch, the construct has done many things right. Firstly the construct has clearly differentiated itself by its ingredient. Although other shampoo brands tin launch their ain version of beer shampoo, Park Avenue has virtually owned the share through get-go mover advantage.The packaging reflects the brand's USP together with the packaging is dissimilar together with rattling smart.
The construct has clearly communicated through its ads that men's pilus is dissimilar together with should hold upwards treated differently. The message is communicated through the tagline " Cheers to human being pilus " . The construct emphases Man Hair inwards the elbow grease to drive domicile the message that it needs especial treatment.
So inwards a elbow grease perspective, Park Avenue has managed to intermission the clutter together with was able to generate involvement amid the target group.
The challenge for the construct is to stimulate case for the brand. The brand's suggestion of a beer inwards a shampoo is intriguing together with that may prompt many to endeavor out this brand. Park Avenue has lay this construct at the upper strata of the category yesteryear pricing it at a premium together with beer justifies the premium :-)
Unlike the mutual exercise of using celebrity, Park Avenue has gone for an Irish Gaelic model Andrew Smith every bit the beer human being ( Source ET) .
Having said these skillful words, resemblance to the iconic Old Spice Mustafa elbow grease cannot instruct unnoticed.
Last month, the construct launched its follow-up elbow grease featuring the beer man.
Watch the follow upwards elbow grease - Beer man
The minute elbow grease notwithstanding is non every bit skillful every bit the launch advertizement , may hold upwards the construct wants to accept the women inwards the family into confidence because these purchases are oft made yesteryear women.
With many brands similar Dove, Nivea, Garnier etc focusing their attending to men's preparation category, Park Avenue Beer shampoo has entered into a highly competitive market. It has done it amongst trend . Now what has to hold upwards seen is how men reacts to beer inwards a shampoo .
