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THE ‘LALU’ BRAND IN RURAL BIHAR
This is a discussion on THE ‘LALU’ BRAND IN RURAL BIHAR within the Marketing Management ( RM , IM ) forums, part of the Resolve Your Query - Get Help and discuss Projects category; In June 2006, it was reported that Prakash Agro Industries (Prakash Agro), an agro-based company in India, was selling cattle ...
THE ‘LALU’ BRAND IN RURAL BIHAR -
August 3rd, 2006
In June 2006, it was reported that Prakash Agro Industries (Prakash Agro), an agro-based company in India, was selling cattle fodder under the brand name ‘Lalu Pashu Aahar’ (Lalu cattle food). That the product had used the name ‘Lalu’ as a brand didn’t surprise any one. It had increasingly become common in the state of Bihar, for some businessmen to brand their products or services under the name of the popular politician from the state, Lalu Prasad Yadav (Lalu). Lalu, currently the Union Minister of Railways for India, is also a well known politician across the country.
Satish Kumar Singh (Satish), Manager, Prakash Agro said that during the discussions on branding the fodder, they chose the ‘Lalu’ name as they felt that this name was very popular in the rural areas of Bihar and would help the product establish an instant rapport with the rural customers.
Satish said, “The name Lalu guarantees instant success and is very popular in the rural areas of Bihar hence we thought there is none other, which can better connect the product with the rural masses and also save money on advertisements.”1
Prakash Agro reported that the outcome of this branding strategy had surpassed the company’s expectations and they were facing problems in meeting the huge demand for their fodder. They were sending 200 tonnes of fodder everyday to the market and reported a monthly turnover of Rs.200 million per month. The company had plans to market the fodder in other states under the same brand name.
This was not the first time that a ‘Lalu’ branded product had become popular with the rural masses in Bihar. In June 2006, it was reported that a toffee candy branded as ‘Lalu ka Khazana’ (Lalu’s treasure) had become hugely popular among children, especially in Northern Bihar. These toffees, locally called as Lalu Chocolate, were produced by a company called Chetak and were available in two packs priced at Rs 1 and Rs 2. The toffees were packed in sachets which depicted Lalu in two outfits - one wearing his traditional dress, ‘kurta and pyjama’ with silver hair, and the other one as a magician dressed in trendy jacket and jeans.
The company was able to sell more than 100,000 sachets of ‘Lalu ka Khazana’ toffees, since its launch, and was witnessing a steady demand. A distributor of the toffees said, “Lalu Chocolate is a big hit in rural areas of north Bihar districts like Muzaffarpur, Sitamarhi and Madhubani due to the unmatched popularity of Lalu.
A shopkeeper said that kids always asked for Lalu Chocolates regardless of its flavor or taste, only due to the popularity of the Lalu name. It was reported that in a bid to attract more children, the company was offering freebies such as rings and ear rings as gifts along with the toffees.
Another ‘Lalu’ branded product that had made a good impact in rural Bihar was a cosmetics pack branded as ‘Lalu Chale Sasural’ (Lalu goes to in-laws house). Each packet was priced at Rs 23 and contained items of daily use like face powder, cream, earrings, sticker, and a necklace. The cosmetic pack had become extremely popular among girls, especially in the areas such as Vaishali, Muzaffarpur, Darbhanga and Samastipur. In 2005, dolls called ‘Laluji’, manufactured by Speedage Corp., had become a big hit among kids.
The dolls were an exact caricature of Lalu complete with his trademark white kurtha and pyjama and silver strands of hair falling over the head. The price of each doll was Rs 125. Apart from these, there were several other products such as ‘Lalu Khaini’ (tobacco powder), ‘Lalu Sattu Cola’ (a kind of cola drink), and ‘Lalu Lemons Choos’ (lemonade). It was also reported that local barbers and saloons were profiting by offering the ‘Lalu hair cut,’ which was defined by the strands of hair falling over the forehead. A barber was quoted as saying that the style was a craze among the youth and policemen.
The company said that it was inspired by the matrimonial bond between Lalu and his wife Rabri Devi, and therefore decided to name the website after them. The company claimed to have got 30,000 hits within the first fifteen days of the website’s launch.
Lalu was famous in India for his rustic humor. He had inspired several comedy shows in television in the past like the serial titled ‘Ram Khelawan & Family,’ which was a spoof on him and his family. Lalu had even made a guest appearance in the full length Hindi feature film titled ‘Padmashri Lalu Prasad Yadav’.
When it was pointed out that his name was being used to sell products and services, Lalu took the entire situation in a lighter vein. He said that he could not do anything about the phenomenon and was happy that someone was able to earn their livelihood on account of his name. His party members were also happy and they claimed that it showed the popularity of their leader.
Re: THE ‘LALU’ BRAND IN RURAL BIHAR -
August 3rd, 2006
hi! I an miral
When it was pointed out that his name was being used to sell products and services, Lalu took the entire situation in a lighter vein. He said that he could not do anything about the phenomenon and was happy that someone was able to earn their livelihood on account of his name. His party members were also happy and they claimed that it showed the popularity of their leader.
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THE ‘LALU’ BRAND IN RURAL BIHAR -
August 3rd, 2006
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