Up in the air

Airlines, in India and the world, keep changing the uniforms of their crew. How does this help? Is there a marketing strategy behind this thought?

Mumbai

Nalini, there is a marketing thought in everything commercial. Nothing is done for the sake of it. And nothing happens by happenstance.

A uniform is a piece of communication. Uniforms communicate loud and clear. In many ways the efficiency and niftiness of an airline can be communicated by a colourful and nifty uniform that has been designed sleekly. Communication today is all about the visual and the aural and the sensory. To an extent, even how its staff smell can add to the appeal of an airline. Don’t get me wrong on this and go about sniffing your next airline crew, but the sensory perception is a big thing today when all else has become pari-passu . A standard perfume used by all staff alike can have and create a sensory feel that is just right. And might be a great recall factor, even.

When an airline changes the uniform of its staff, it has yet another added benefit. The old uniform at times tends to become quite like the piece of furniture you have seen once and never notice it exists at all. A new uniform adds zing. Adds to the noticeability factor as well.

It may not increase the number of customers, but it certainly will add to the zing of an image. A smart uniform signifies a smart airline in many ways. A uniform that looks functional and efficient also conveys a lot. It conveys the image of an efficient airline.

I do believe we have an example in India itself. Jet Airways changed the uniform of its airline crew some years ago to the smart yellow and black combination. It did wonders. Had passengers sitting up and saying “Wow!” (Quietly, of course!)

Why do India’s brand endorsers come from just one game, cricket?

Bhubaneswar

Shashi, I wonder as well. That’s true. The sad fact is that India’s brand endorsers largely come

from the largest eye-balls game of them all: cricket. Just at the other end of the spectrum after that would come players from extremely niche viewership games. Possibly golf. All those that figure in between these two games get squashed out of the endorsement circuit.

The rationale for golf is that it offers class appeal and there are luxury brands in India (male-oriented) who would love to use golfing stars. The rationale for cricket is that it is India’s lowest common denominator game. A game which gets the largest viewership, and a game that harvests the largest amount of passion of Indians across age groups and profiles.

According to your estimates, what is the size of the instant hand sanitiser market in India? Who are the main players?

Mumbai

The hand sanitiser market is niche space. In a country that is reasonably insulated and hard in its attitude to germ and what germs can do, the market is micro. I would put the size of the current branded sanitisers market to be a small ₹6 crore. What is exciting here is the low base, and the fact that India is morphing. Just as disease is morphing as well. With every germ that hits the headlines of an epidemic proportion, the hand sanitiser market is bound to boom and bound in its volume share.

The main players are Himalaya with its Pure Hands Herbal brand. In many ways this was the early mover. However, the brand does lack the clout of bigger names with bigger equity in the space of sanitation. In came Dettol and Lifebuoy and in many ways they own the market between them as of today. The imagery is a bang-on good fit for the category, and they capitalise on this imagery well.

(Harish Bijoor is a business strategy expert and CEO of Harish Bijoor Consults Inc. Mail your questions to cat.a.lyst@thehindu.co.in)

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