1. iPhone 8 and the Osborne Effect

"My iPhone 7 is broken but am going to wait for iPhone X. I will manage with my broken phone till then " reads an instagram post of a celebrity. IPhone now has an Osborne effect moment. Osborne effect is when the announcement of a future product affects the sale of current product. Osborne effect happens when the future product is announced at the launch of current product itself.

This September Apple announced the launch of iPhone 8 and 8 plus. Along with the iPhone 8, Apple also announced iPhone X which is a most awaited product launch. IPhone X will be available from November.The announcement of the next generation iPhone X will prevent many potential customers from going for iPhone 8 whose flagship status will have a short life of two months.

How will you measure the effect? Suggest suitable marketing metrics. Hints. Product portfolio metrics.

2.Nexcare : Differentiate through creativity

Indian wound-care market is dominated by the brand Band-Aid by Johnson & Johnson. This category is created and owned by Band-aid and Band-aid has a generic status in this category. Brands like Dettol had earlier tried to break into this category without much success.It is in this market that 3M has launched its Nexcare brand. Nexcare has subtly launched itself in the Indian market without much above-the-line promotions. What needs to be appreciated is the traction that Nexcare has got interms of the distribution reach. Nexcare is now very well promoted in most of the medical retail outlets.

So what makes Nexcare standout from the market-leader ? The main USP of Nexcare is the form-factor and licensed branding. Nexcare has a unique form-factor in the shape of diamond. According to brand's micro-site, the shape provides for a 360 degree protection and makes it more waterproof.The entire packaging of the brand is highlighting the diamond shape to convey the unique form-factor.Another differentiator is through the launch ofbandages for kids using licensed brands like Barbie, Ben10,Hot Wheels etc. 3M has positioned these bandages as tattoo bandages which instantly appeal to kids. Infact my daughter pestered me into buyinga Barbie tattoo .

Being waterproof and having a unique shape are not very sustainable brand attributes. Any competitors can copy these attributes. However, Nexcare has effectively placed itself in the market using this USP.Another wise move from 3M is that the brand has not restricted to wound-care but has extended its scope to skincare. Under the skincare range, the brand has launched skin-care pads in its portfolio.

Highlight the metrics to be considered for the above case to take meaningful strategic decisions.

3.Britannia NutriChoice : Tasty Health Biscuits

NutriChoice ,which was launched in the nineties, is leading the Briatannia's efforts to develop a new position of health in the biscuit market. The brand is now worth more than Rs 280 crore . The health and nutrition based biscuit segment in the Indian market is now worth around Rs 500-600 crore and growing at a faster rate ( Business Standard).NutriChoice although launched in the nineties had its graph shooting up after the relaunch in 2006. The relaunch coincided with the general trend of the market moving towards healthy foods. The brand is credited with the creation of a healthy biscuit segment in the market.

The success of this brand can be attributed to the timing, persistence and constant improvement. The brand went for a change in the packaging along with the rebranding which made the brand look more up-market and attractive. Secondly the brand constantly launched relevant variants to keep the interest level high. In 2008, NutriChoice launched 5 Grain biscuits which really caught the fancy of the health conscious consumers. It was then followed by high fibre digestive crackers. 2010 saw the launch of diabetic- friendly NutriChoice variant which really became a hit in the market. These initative saw the brand grow from around Rs 190 in 2010-11 to Rs 280 in 2011-12.

NutriChoice's positioning was purely based on the health platform. The brand considered itself a cursader for healthy lifestyle. The brand's message was conveyed not only through advertising but also through many innovative below-the-line activities. The brand pioneered India's first health social networking site iHealthU.It also partnered with many agencies in conducting events which promoted healthy lifestyle. The brand had adopted the slogan of a Honestly Good Biscuit which cared for your health.

The basic premise of the brand is to provide a healthy alternative to snacks. NutriChoiceat a point had Rahul Dravid endorsing it.

This season, the brand has comeout with a new campaign which is very interesting. In Advertising classrooms, we teach the concept called Two- sided arguments as a message strategy. This is where the brand talks about both the positives and negatives to the consumer. The latest NutriChoice ad is a typical two-sided message strategy executed perfectly.The brand is now comparing itself with the alternatives likeBrown Bread and Pizzaor aSalad and Doughnut. The brand says it may not be as healthy as a large bowl of salad but definitely more healthy than achocolate doughnut, but the brand has come half-way so asks the consumer to do their part.

I find the ad extremely well executed and more importantly honest. The message is simple and drives home the point that NutriChoice is a tasty alternative to junk foods.

Explain the segment utilities and conjoint utilities and volume projection with the use of above caselet.