Santoor, ane of India's largest gear upwards has been on a whorl these days. Recently, the gear upwards became the bit largest selling lather past times volume, toppling HUL's Lux ( Source). The success of the gear upwards is attributed to the consistency as well as focus inward gear upwards building.
Recently an interesting twist has happened inward the brand's approach to positioning. The gear upwards relaunched its Santoor Gold inward a novel avatar. Santoor Gold was launched inward 2015 every bit a premium variant differentiated past times the presence of Sakura extracts as well as saffron every bit the ingredient. The production was launched initially inward the southern states similar AP. Three years later, the variant is relaunched. This fourth dimension the sakura extract is missing as well as prominence are given to the saffron as well as sandal ingredient.
More importantly, the advertising of this variant does non follow the center positioning of the bring upwards gear upwards - the false identity.
This is a drastic modify inward price of the brand's positioning strategy.
Watch the former advertising of santoor aureate here
.
The before travail of Santoor Gold followed the false identity theme. The enquiry remains every bit to why the gear upwards chose to tread a novel path for its variant? One scenario is that the gear upwards is testing a novel positioning dissimilar from the age-old ane alongside the novel variant. The bit scenario is that the gear upwards chose to conduct maintain a novel positioning for the variant targeting a much younger crowd.
However, theoretically, it is e'er amend to conduct maintain the variants next the positioning topic of the bring upwards gear upwards otherwise the synergy of the brand-line promotions volition hold upwards lost.
Recently an interesting twist has happened inward the brand's approach to positioning. The gear upwards relaunched its Santoor Gold inward a novel avatar. Santoor Gold was launched inward 2015 every bit a premium variant differentiated past times the presence of Sakura extracts as well as saffron every bit the ingredient. The production was launched initially inward the southern states similar AP. Three years later, the variant is relaunched. This fourth dimension the sakura extract is missing as well as prominence are given to the saffron as well as sandal ingredient.
More importantly, the advertising of this variant does non follow the center positioning of the bring upwards gear upwards - the false identity.
This is a drastic modify inward price of the brand's positioning strategy.
Watch the former advertising of santoor aureate here
.
The before travail of Santoor Gold followed the false identity theme. The enquiry remains every bit to why the gear upwards chose to tread a novel path for its variant? One scenario is that the gear upwards is testing a novel positioning dissimilar from the age-old ane alongside the novel variant. The bit scenario is that the gear upwards chose to conduct maintain a novel positioning for the variant targeting a much younger crowd.
However, theoretically, it is e'er amend to conduct maintain the variants next the positioning topic of the bring upwards gear upwards otherwise the synergy of the brand-line promotions volition hold upwards lost.
