MAM
Brand building and innovation paramount amidst price wars
MUMBAI: For a couple of years now, consumers have been subjected to the ongoing price war between the detergent and shampoo brands of Hindustan Lever Limited (HLL) and Proctor & Gamble (P&G). Keeping these rigorous price wars in mind, the first day of the India Brand Summit held in Mumbai on 30 October saw a session on ‘Role of brands in the wake of price wars.’
The session was chaired by Reliance Infocomm head marketing and branding Sanjay Behl and the panelists included Monginis Foods chairman Zoher Khorakiwala, UDV India Ltd director marketing Santosh Kanekar and The Times of India Group executive president Bhaskar Das.
Behl kicked off the session by naming various companies like HLL, P&G and Reliance, which had cut costs of their products and hence increased competition in the market. “HLL and P&G indulged in bloodied price wars of their products a couple of years back. Phone calls from Reliance were cheaper than post cards. And factor this; Philips is going to roll out a mobile handset, which will cost less than Rs 1000. The company has set a 2007 launch target but my guess is that it will be rolled out in the next six months,” he said.
Posing a question as to whether price was the only real differentiator left for brands in the market and in the wake of this how do brands manage themselves; Behl opened the floor to the panelists.
Khorakiwala set the mood of the audience by saying that the world’s oldest profession was prostitution wherein women provided the same services but the prices they charged were different based on the quality of their services. “That’s how branding was born,” he said.
Laying down the ground realities of what initiated the brand wars, Khorakiwala said, “Brand wars were created by owners, market forces, customer and technology. Generally it is a new entrant that creates these price wars to generate trails and thus poses a challenge to the leaders in the space. Another reason would be to expand the category and also to prevent a new entrant from succeeding.”
He went on to say that in order for a product to survive in the wake of the price wars, brand building was paramount. “The higher the brand equity, the lower is the resistance to price. The brand has to create a value positioning statement and there has to be product differentiation. Your product has to stand for ‘something’ and not for ‘everything’ in the consumer’s mind space. Finally, price as a sole positioning platform does not create a competitive advantage in the long run,” he said.
DAs, on his behalf said that the concept of price wars was highly over estimated. Citing the example of Jumbo Vada Pav, which copied the McDonald model albeit a much cheaper one, DAs said, “There is a huge process that is involved in low cost operations. One has to keep the value proposition of the brand in mind and the same time figure out how to handle low costs. With all the choices that are today available in the market, the challenge for brands is to be strategically different and know your target audience. One has to apply fluid knowledge and not crystallised knowledge to stay ahead in the game because while price is transparent, value is opaque.”
Bhel closed the session by saying that the changing paradigm of innovation was what was going to be the trigger for survival in the competitive market.
Brands
Mana Projects names Ranbir Kapoor brand ambassador amid rebranding
Bengaluru developer unveils new identity focused on design and nature.
MUMBAI: When real estate meets reel star power, the foundation for a new brand story is often laid brick by brick. Mana Projects, the Bengaluru based real estate developer, has appointed actor Ranbir Kapoor as its brand ambassador while unveiling a refreshed brand identity aimed at aligning the company with the evolving expectations of modern urban homebuyers.
The announcement marks a new phase for the developer, which has spent over two decades building residential communities in Bengaluru, particularly along emerging growth corridors such as Sarjapur Road.
The updated brand identity reflects the company’s emphasis on design led living and environmentally conscious development. According to the developer, the new positioning focuses on creating residential spaces where architecture, nature, engineering and lifestyle planning work together to shape meaningful living experiences.
Mana Projects chairman and managing director D. Kishore Reddy said the rebranding represents a natural progression as the company adapts to the expectations of a new generation of homeowners.
“This rebranding represents the natural evolution of Mana Projects as we align ourselves with the aspirations of a new generation of homeowners, particularly millennials who form the backbone of Bengaluru’s dynamic homebuyer community,” Reddy said.
He added that today’s buyers increasingly look beyond basic housing to spaces that combine design, sustainability and a strong sense of community.
“At Mana, our philosophy centres on creating homes where space is purposeful, design is intelligent, nature is respected and engineering ensures long term sustainability. Our association with Ranbir Kapoor reflects this new chapter as we continue to build communities that enable people to truly live brilliantly,” he said.
Kapoor, who has been associated with several lifestyle and consumer brands, said the partnership resonated with his own understanding of what makes a home meaningful.
“A home is one of the most meaningful investments people make in their lives, and it should reflect comfort, warmth and a sense of belonging,” Kapoor said.
“What impressed me about Mana Projects is the brilliance of their thought, the way design, nature and functionality come together to enhance everyday living. I’m delighted to be associated with Mana Projects as they continue to create homes that inspire modern urban families to truly live brilliantly.”
The collaboration will be introduced through a large scale integrated campaign spanning digital platforms, outdoor media and experiential activations, making it one of the developer’s most prominent branding initiatives in recent years.
Founded in Bengaluru, Mana Projects has built a portfolio of residential developments that emphasise thoughtful architecture, amenity rich neighbourhoods and environmentally sensitive planning. The company’s projects often integrate open spaces, green landscapes and energy efficient engineering to support sustainable urban living.
With Bengaluru continuing to attract young professionals and technology workers, the developer believes the city’s housing market is increasingly being shaped by buyers seeking well planned communities that balance functionality with quality of life.
Looking ahead, Mana Projects plans to expand its presence across the city by developing future ready residential projects designed to accommodate emerging lifestyle trends such as hybrid work culture, community driven living and multigenerational households.
By combining a refreshed brand identity with a high profile ambassador, the company hopes to strengthen its position in Bengaluru’s competitive real estate market while appealing to a new generation of homeowners seeking homes that blend design, nature and modern living.
