Speaking of mattress, Chinese New year is round the corner and it's the peak season for the selling furnitures. Vono, you may not have heard of this brand of Mattress. But you must have heard of Slumberland. Vono is in fact a lower range of mattresses produced in the same plants with similar technologies as Slumberland. So in a way, it's a poor-man Slumberland like Rolex vs Tudor. Different positioning, different brand and this is how we can avoid dilution of our core brand. The last thing we want to have is a brand that represents high price, low price, high-tech, low-tech, for kids, for adults, for the rich, for the poor, all at the same time. Don't have the money to start another brand ? That's your problem. Using your premium brand to sell lower-range products may be profitable in the short-run but it's a strategy proven unprofitable in the long-run.
Just dug out this one from a bunch of old CNY ads. It is completely the same as the Maggi sauce campaign that has been around for quite some time. The messages and visuals are similar. The idea is the same. They are in the same category of FMCG for cooking. So I have to say this idea twin is unforgivable. Obviously the marketers at Swanson were unaware of the Maggi sauce campaign. Otherwise, they wouldn't have approved the ad above. And this is exactly my problem. The Maggi sauce campaign had quite high exposures with print ads and POSM posted everywhere. You just wouldn't miss it if you ever paid a little attention to the happenings in the market. Sigh.
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