The Tarang Moment
February 14, 2016 2 Comments
They show these types of moments in movies. Imagine a man sticking his axe into the ground and out shoots a jet stream of oil. The man is sitting on an oilfield and knows that he has arrived. This is his goldmine. And talking about gold, the famous moment in McKenna’s Gold when they enter the valley of gold. The walls, the floor and even the stream are lined with gold. McKenna, Blind Adam and the whole entourage had also arrived. They were looking at a life changing moment.
Sometime in August 2007, myself and many more Engro Foods people, had this same experience. Lifelong we would know this event as the Tarang Moment. It changed our lives.
In commercial parlance, when you launch a brand you are stepping somewhat into the unknown. If you have done it right, then a lot of research on consumer insights has been completed. The product has been tested in stress conditions and has passed. Its taste profile has been matched and tested with consumers. The packaging and name of the brand has been researched, designed and tested. Through research and our own portfolio strategy, we know the bulls eye positioning and the marketing (both media and activation) campaign has been concept tested and fits the positioning. The distribution strategy has been agreed and we know exactly where and at what price the brand will hit the shelves. Our stock levels have been worked out and the production forecast has matched those, so that there is little danger of shortages.
As they say, all the ducks are in a row, and we are ready for success. So then one wonders why, nine out of ten brand launches fail. Unfortunately, that is the history of the world, so very likely things could go wrong and the launch may not be successful. At best recall (I may have missed a small one here or there), I have lived this routine through forty three launches in my career and many of those brands are not around anymore.
So back to that Tarang Moment. We struggled to get approval from our Board of Directors to launch a tea whitener. It took three attempts. Their query was that a rival brand had failed to make it a success, so why would Engro Foods succeed? When it was finally approved, we were allowed to launch only in six towns. That really set our backs up, and it was considered a challenge to our professionalism. Research showed us that tea was the highest incidence of milk usage in Pakistan and it also showed that in those very homes where this tea was consumed, there was a great demand and connection to ‘filminess’ (the movie world). It was also researched that as yet, no right fit product – enhancing the taste of tea – was on the market. Hence the brand Tarang, portrayed a ‘filmi’ world which was enhanced by ‘Chai ka Sahi Jor’. In all my career, I cannot remember a clearer positioning, which was backed by product attributes and fitted its brand world. We felt we had hit the nail on the head.
The Tarang Moment arrived for each of us at different times. For me it arrived at 8.32 am on August 15, 2007 in R A Bazaar, Lahore. The brand had been launched, but media had not yet broken. I was on a market visit to see how we had distributed the brand. A ‘SEC C’ class store in R A Bazar was my first stop early in the morning. An old woman walked in to buy something. She saw our colourful pack on the shelves and asked the shopkeeper “Ay kya haey? Ay Taranga?”. He said ‘chai bananay kou’. The old lady bought it, nary any advertising, nary support, nary any awareness. Alhamdulillah! I knew we had hit gold. Two weeks later this was further confirmed. With advertising on TV and strong supporting activation, our capacity to supply the product had gone short. What we had expected to achieve in a years time, we got there in fifteen days with maybe five days of TV coverage. When a new filling machine arrived four months later, that also ran out of capacity within another fifteen days. The Tarang Moment may last all of us a lifetime. Its unique in my career and probably unique for all the team involved.