question hour. Golden pastures

Golden pastures

Branded jewellery makers are looking at rural markets with intent. Why?

Thrissur

Mohini, branded jewellery is today a big hit in rural markets due to the cosmetic factor of design that is overtaking the design-fatigued rural market. This fatigue has ensured a magnet-value for branded jewellery which offers a variety of designs that are considered modern and contemporary. In addition to all this, the reliability of gold that is offered by the branded jewellery maker is today being appreciated in the small towns and villages of India. The guarantee of gold is a factor that is driving consumers towards branded jewellery. Local goldsmiths are today considered people who have tampered with gold quality quite a bit.

The third factor is really the fact that branded jewellery makers are finding India large enough for their respective enterprises. They do find the cost of competing lower in rural markets than in urban. While in urban markets, there are many who compete with one another, largely with the same set of USPs, in rural markets, the market is wide and large and the competition is really the traditional family goldsmith.

Bikanervala is suddenly all around in the markets as a snack brand. What could be its plan and brand equity?

Tiruvalla

Joseph, Bikanervala is a regional brand with a national, international and, indeed, global flavour. Its brand potential is immense. It already enjoys the top slot as India’s bhujiyawalla , rubbing shoulders with Haldiram’s not only in India, but in markets abroad too that are populated with the Indian diaspora. This is an equity that is unparalleled and can be utilised to major advantage, with care and nurturing. The brand must not, however, go berserk spreading its attention to categories it must not be in. That is a temptation brands sitting on a cash pile are normally unable to avoid. I do believe Bikanervala is about a specific taste. A taste that is Rajasthani and a taste that is unique. I do believe it can go global with this just one platform and high ground. It is important not to dilute this high ground. I, for one, baulk at the thought of a Bikanervala providing South Indian murukku and thenkuzhal in its packs. It is good to stick to its knitting. Consumers will flock to the brand because of it.

I am planning a foray into the branded vodka market. How do I target women?

Mumbai

Swapnil, vodka with a gender? Nice! Lightness is the first product attribute that is appreciated. Women tend to prefer lighter drinks than the darker and heavier-looking ones. There is big potential here for flavoured ready-to-drink options as well. Rum, vodka and even white whiskey are options here. White whiskey can bring in a much-needed innovation in whiskey space.

In terms of marketing, permission marketing and marketing to kitty groups is possibly a way to go in this segment. As incomes grow, social drinking is bound to boom. Women will take the lead here, coming out of the closet in terms of drinking in the open. When you attempt this, Tier ii and II cities will take time. A beer for women may be a good way to go here. A feminine beer is a missing element in the marketing mix of liquor companies as of today. This is a space to explore. Note: Whoever does this first, please remember to send me my royalty cheque.

And last question: Must you target women at all?

Harish Bijoor is a brand domain expert and CEO, Harish Bijoor Consults. Mail your questions to cat.a.lyst@thehindu.co.in

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