Friday, September 12, 2008

Indian corporates promote brands online

Internet is an inseparable medium for acquiring information. Several Indian companies have started using websites as effective venues for promoting their brands (products or services). They are also supporting online portals for consumer education.

With Increasing reach of Internet and our dependence on it for information, companies are using websites as a medium for promoting their own brands. In addition to online promotion and by hosting one’s own site, corporate houses are also supporting online sites for consumer education, which also subtly pushes their brands in the market that is already getting crowded. Pepsi and Coca Cola are already in this segment. Coca Cola’s website myenjoyzone is its version for teens wherein one has to be a member get to games, jokes and snap shots of movies etc. Pepsi’s pepsizone is for young ones wherein one can see and download Pepsi Deepika, Ranbir and Shahrukh on your desktop.

New websites to come up in this segment are from Hindustan Lever, the consumer goods company that is in segment of home, personal care products, food and beverages. It has set up a new portal called cookitup. As per the website, it endeavours to make cooking a pure pleasure for women and men who’d like to cook it up for their families, friends and for themselves.
Off course, it has recipes, cooking tips, contests, some tools for help in kitchen like how to plan a weekly menu and obviously it has links to Hindustan Lever Limited products.

Meanwhile, Buchanan Group, a global company in third party branded advertising is now in India with its website called brandpower wherein corporates can advertise products.
But, it is different from traditional advertising as it focuses on providing rational information about the products. As per the company, the aim of brandpower is to provide customer facts and value through information. As of now products like Stayfree, Pepsodent, Cadbury, Bournvita, Surf Excel, Domex and Hamam Abhyanga Snan are being profiled and reviewed on the site.
But, whenever one talks of these portals, one needs to remember that they are promoted by corporates for brand promotion.

Website like these, give consumer an online platform to speak out, write and read reviews about products, services. One can also compare the product they intend to buy with others, which gives power to the consumer.

By Anil Gulati

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