N-Jal's decission of being associated with " Miss Goa" beauty contest can be viewed as a prominent step taken for brand building by this local brand from Goa.
There could be various theories questioning on whether this step can really help N-Jal, questions like- how many people attend this contest? people who attend are sophosticated lot from Goa and hence would never buy N-Jal (would prefer international brands like coke/pepsi)....so on and so forth
However, we feel its a nice step by N-jal to begin with its brand building agenda, such associations definately give your brand a lot of mileage in terms of brand recall.
You see your brand logo across hoardings, Facebook campaigns, News updates etc......
Such association also derives benefits of aligning perception of your brand with the perception of the event, in this case a event like Miss Goa has this perception of Glamor and sophistacation to offer to its Brand asscoicates.
(It also makes N-jal to be perceived as a Brand which is rich enough to spend money on advertising, especially when the local soft drink brands are perceieved to be struggling in terms of finances and also are perceived to be unorganised)
I am sure that with continuation of such efforts, N-jal would be able to see good returns for their branding investments in following ways.
- In terms of improvement in shelf space at the retail counters.
- Shall be perceived as the topmost local brand by a majority
- Will definately not be perceived as a ailing week soft drink brand, like most of the local brands are perceived as.
- May demand higher price in near future, hence finding direct returns for its investements.
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