New Tag Line of BMW - "Joy is BMW" ...

"Joy is BMW" is ought to be the next stage of "Sheer Driving Pleasure".
BMW is pefectly on their line track of their Brand Personality.
If we see the essence of their tag lines;
"Sheer Driving Pleasure" - A pleasurable driving which is very different from all. (Note: The weightage here is given to the "Driver", and the pleasure he will get while driving a BMW. This means more comfort, controls for the driver).
"Joy Is BMW" - "Joy is Timeless, Joy is BMW". Taking their concern for driving further, BMW is now highlighting the emotional outcome of their previous tagline (Sheer Driving Pleasure), which is "Joy".
So, we can say, that BMW is increasing their reach not to the Target Customers; but in the target customers i.e.; the niche marketing strategy.
Customers for BMW are not those who use to sit on the Rear seat. But, they are those who loves to have the steering in their hand; and of course the 'Jogger Dial' besides them :-)

The concept of "SUBMARINE MARKETING" ...!

Yes, it is the new entrant among the "Concepts of Marketing"...

"Submarine Marketing" as the name signifies, it takes the route through the secretive BTL; and get directly into the usage place of the product.... (in the hands of the end consumer).

The main objective is to give a secretive in hand experience to the end consumer; and then changing his/her purchase preferences.

Once it is operated in a specific market area, the product replaces the competitors' product in the end consumers' house, without even going through the eyes of competitors, channel partners, retailers, and any public communication medium.

Benefit of this Concept : Acting upon this concept, wont even let the competitors to sense the marketing of your product; forget about their instant reactive strategies.....

Rin v/s Tide - The Brand War

The new Rin commercial is really an alarming act for the Advertising Standards Council of India (ASCI).

Truely, a very direct attack on the competitor; and that too from all fronts, i.e.; through slogan, punches, advert plot. But, does such kind of advertisements should be their as per the ethical principles of Advertising; or, have we gone to the level of "Saam, daaam, Dand, Bhed".

No doubt that this will start a new level of Brand War on ATL. But, again, are advertisements good for the market, where Brands loudly talk about the "authority of Consumers" and their due importance. Does, government's 'Jaago Grahak Jaago' campaign, has something to say on this act of HUL? Big question to answer....

What I can see is, that presently consumers have nothing in their hand to do anything in such cases of advertisement wars.

So, now, lets wait for the Tide's reply...........