MxMIndia

Category: MARKETING

  • This is in line with its aggressive growth plans as part of its 10th year celebrations inIndiamarket

    George P Johnson launches Audience Marketing Division

    By A Correspondent

     

    GPJ India, the wholly owned subsidiary of GPJ Worldwide, an experience marketing agency has announced its foray into communication marketing with a strategic focus to target the right audience with the launch of its new Audience Marketing Division. This is in line with its aggressive growth plans as part of its 10th year celebrations in India market.

     

    Speaking about the new division, Rasheed Sait, Country General Manager, GPJ India said: “Our top priority is to help our clients articulate their message to the right target audience and create, develop, and deliver winning campaigns that are actionable and provide measurable results. Getting the right target audience for our clients and delivery of the right message therefore is very critical which we are sure the Audience Marketing Division will address. We also believe that we can adapt the best practises of our global offices and become a One Stop service provider for experience marketing in India. ”

     

    The Audience Marketing team consists of young and experienced professionals having wide experience in the field of Integrated Marketing Services. The team have specialized resources for audience/lead marketing programs, registration and database management.

     

    “We have often heard clients asking for a 360 degree approach to events. Getting the right audience and a convenient registration process is another point of concern for most clients. GPJ strives to address these issues by a continuous evaluation process and constant improvement by applying the learning from past performances. We are also bringing in the digital method of registration and using cutting edge technology to give the customer a registration experience like none other, We are also looking to expand the team with senior strategic and planning people from the industry to strengthen the team,” added Mr Rasheed.

     

    GPJ isIndia’s leading experience marketing agency, built on a reputation of sound strategic thinking and innovative experience marketing solutions that has led to winning many industry and best practice awards.

     

    The Audience Marketing Services includes Audience Marketing for events, Onsite Registration Management, Response Management, Lead Generation, Lead Validation, Registration Micro site, Website development & Maintenance & Post event analytics

     

  • DDB Mudra group creates an innovative campaign for Symphony

    Symphony’s Garmi at large

    By A Correspondent

     

    The new campaign for Symphony air coolers has a fresh and brave storyline. Though it borrows from Bollywood quite literally, it makes it fun and very relatable to every Indian.

     

    Cooling large houses is a difficult and expensive proposition. The new model from Symphony, Storm, is a revolutionary cooler in terms of its size and shape – one-of-its-kind in the world.

     

    The story is part real, part gimmick, part Bollywood masala and part social message. It simply says that heat can make people crazy. It makes them go out and do things that are bizarre. Powerful people live in large houses and if they are irritated by heat, they could really go berserk.

     

    Commenting on the campaign, Ravinder Siwach, Group Creative Director, DDB Mudra Ahmedabad, said: “Communication in this category is pretty much feature-led so we decided to do something that will make people ‘say what was that’!? Think this is the first time anybody has used feature film footage in a commercial.”

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=J_JHd0FA6DE[/youtube]

    Mr. Rajesh Mishra, GM, Marketing, said: “Symphony is a very strong brand. It is the world leader in Air Coolers. Storm is truly revolutionary product – a tower cooler that can cool large spaces, looks absolutely premium and comes loaded with an array of features.  We wanted a very unique launch communication for it in our unique Symphony language. We experimented a bit with the execution and at times even had second thoughts about taking the risk. But today I am happy to share that we have been able take it at a level above. The rest is for the audience to judge.”

     

     

     

  • Created by O&M, the campaign proposition is of "internet is fun" to be substantiated by products that make internet fun to use on Vodafone network

    Vodafone pushes to access net via phone

    By A Correspondent

     

    Looking at growth opportunity in using internet on phones, Vodafone is pushing for this aggressively. Data shows that a sizable proportion of internet enabled phone owners do not use internet or have very low minutes of usage. To tackle this issue, Vodafone has come out with a campaign to drive usage and penetration of internet among Vodafone customers by simplifying usage experience and showing the fun possibilities of internet.

     

    Created by O&M, the campaign proposition is of “internet is fun” to be substantiated by products that make internet fun to use on Vodafone network.

     

    The brief given to the agency for the campaign is based on the core idea that internet and the mobile phone are ubiquitous in today’s world. The message communicated is to ensure that consumers get easier access to the internet and experience it in a simple and fun manner, on their Vodafone mobile phones. In short – The Internet is fun on Vodafone.

     

    “This also meant creating services, products and offerings that substantiate our proposition, which you will see unveiled over the IPL. We will be staring the campaign with an execution on the Opera Mini browser available on Vodafone that facilitates faster internet browsing as an added caveat – this campaign was for the IPL. Hence the creative execution needed to be different and have scale to break clutter and standout during IPL 5,” stated an official communique from Vodafone.

     

    “To deliver the ‘internet is fun on Vodafone’ promise we brought alive the Vodafone internet world in the form of huge, larger than life real games in a setting reminiscent of the Tele Matches. These games are set in a timeless space, with real people playing ridiculous games and generally getting together to have a fun time. And that provided the best metaphor for our proposition.”

     

    “each offering explains how Vodafone makes the mobile internet experience more fun and was brought to life with its own unique and absolutely fun game played between two teams. To bring out authenticity in the execution, the TVCs are set in a small village nearPragueinCzechoslovakiaand all the props are real and have been constructed for the films. And because the drama is happening in Czech, and english commentator explains the proceedings to the audience,” stated the communique.

     

    This is an 8 week long campaign. The campaign started with 3 teaser films on April 4 followed by the first TVC which aired on April 8. This is part of the 8 TVC’s on different products from Vodafone that make the internet experience on Vodafone fun. The campaign will be supported with a high decibel 360 media plan using TV, Radio, Print, Outdoor, on Ground and a digital and online plan.

     

  • Analysts expect all leading FMCG companies to post strong results in the fourth quarter ended March and maintain their margins in the current fiscal

    FMCG players upbeat after Q4 sales boom

    By Ratna Bhushan & Sagar Malviya

     

    Consumer goods companies and retailers expect a spurt in demand this fiscal, buoyed by indications of better-than-expected earnings in the January-March quarter backed by a revival in consumer sentiment.

     

    Analysts expect all leading FMCG companies to post strong results in the fourth quarter ended March and maintain their margins in the current fiscal, even as gung-ho investors have pushed shares of most companies to their 52-week high on the Bombay Stock Exchange this month.

     

    “The last two quarters seem to have stabilised in terms of consumption though there have been price hikes,” said A Mahendran, MD, Godrej Consumer Products. The maker of Cinthol soap and Good Knight mosquito repellant expects its fourth quarter earnings to be better than analyst forecasts of 16-22 per cent increase in revenues.

     

    Growth in FMCG product sales signals revival of consumer sentiment over 2011 when market growth slipped to 8 per cent from 12 per cent the previous year.

     

    Companies now look to ride on high-margin products, rural demand and innovations to maintain the growth momentum without taking a hit on their margins.

     

    NO DOWN TRADING

    They are buoyed by the fact that there is no significant indication of down trading, or the trend of switching to a cheaper brand due to price increase, by consumers despite 5-10 per cent increase in prices of daily use items like soap, toothpaste and hair oil. “We have not seen downtrading,” Anand Burman, chairman of Dabur India, which makes Vatika shampoo and Amla hair oils, said. He added that a combination of rural consumption and growth from mass-priced products in urban markets were triggering demand for Dabur’s hair care and oral care products.

     

    But Harsh Mariwala, chairman and MD of Marico Ltd, which makes Parachute hair oil and Saffola edible oils, warned that margins may remain under pressure. “We expect healthy top line in continuation of the previous quarter…in terms of bottom line though, margin pressures will remain because of fluctuating raw material costs and complex global cycles,” he said.

     

    Prices of menthol have shot up 40 per cent over the past two months, while palm oil prices have surged 10 per cent in the last one month. But analysts expect margin pressure to ease with innovation gaining centrestage. Then companies will gradually increase their advertising and marketing expenditure, Edelweiss Financial Services research analyst Abneesh Roy said. “We expect margins to begin slow northward trajectory in the coming months as raw material prices cool off and rupee depreciation reverses,” Roy wrote in a report early this month.

     

    APRIL BOOM

    The country’s top retailer says that retail sales have picked up speed in the past two weeks and expects healthy demand to continue in the next two quarters. “While the January-March quarter was good and grew better than the same period last year with most retail segments growing by high single digits, we are seeing an upsurge in sales in the last two weeks across all formats,” Kishore Biyani, chairman of the country’s largest organised retailer Future Group, said.

     

    He said there is an upsurge in sales of even consumer durables April onwards, adding that Pantaloon, Big Bazaar and Home Town have witnessed high double-digit growth. Apparel, toys and footwear retailer Lifestyle International’s MD Kabir Lumba said its sales grew the most in the fourth quarter. “We have seen a lift from the lower trading conditions of September to November. While we grew 22 per cent overall last year, the fourth quarter grew faster,” he said.

     

    DURABLES STRUGGLE

    Makers of home appliances such as fridges and ACs are, meanwhile, reeling under the double whammy of late summer as well as price hikes. AC sales were down by 30-35 per cent year-on-year during the quarter, while there has been a marginal 3-5 per cent growth for refrigerators. “The overall market is down due to sluggish sales of cooling products. Temperatures are yet to rise to induce AC purchases, while the price increase for input cost and excise too have been a big dampener,” Kamal Nandi, VP (sales and marketing) at Godrej Appliances, said.

     

    Prices of products have gone up by 10-15 per cent due to input cost hikes, upgradation in star ratings for energy labelling and increase in excise duties in the Budget.

     

    While consumer sentiments had improved during the Republic Day period in January due to aggressive discounts and promotions by retailers, sales were muted in February and March. Whirlpool VP (corporate affairs and strategy) Shantanu DasGupta, however, said the new fiscal year has started in positive note. “April has started off okay, but it is early days yet,” he said.

     

    “Individual companies may be growing, but that’s not due to demand. Instead, it’s led by innovation in new launches and distribution gains,” Mr DasGupta added. Electronic firms are now betting more on LCD and LED televisions, washing machines and microwave ovens for growth.

     

    “Flat panel televisions continue growth momentum since this category did not see any significant price changes this year,” Samsung VP (audio-visual business) Raj Kumar Rishi said. Samsung expects sales of summer products like AC and refrigerators to gather momentum in the second quarter.

     

    (With inputs from Writankar Mukherjee and Sarah Jacob)
    Source: The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • Watch a movie? Maybe. Or read, shop, check out sports. Or watch a movie.

    The Anchor: 6 things you could do in the looooong Diwali break this week

    There’s an extra long Diwali break coming up. So you’ve had to cancel your Bangkok holiday because of the deluge there and find the tickets to every other touristy place exorbitant? You would’ve liked to watch Ra One at least once, but the endless promos have ensure that you have the movie coming out of your ears, eyes and toe nails?

     

    Worry not. Here’s a recommendation from the MxMIndia editorial team of what you could do.

     

    #1 No 1 on our list is the exclusive biography of Steve Jobs. Written by Walter Isaacson, this book shot up on the Amazon popularity charts from oblivion to the top after Jobs passed away. Since it’s got the blessings of Jobs, be sure of getting some rare insights.

    It’s going to be on all bookstores and is available for quite a steal on Flipkart (Rs 559) or better still, off uRead.com at Rs 543. Hey, the 16 bucks could buy you a world of things. Isaacson’s book is scheduled to be out today (Oct 24).

     

    #2 Go shopping for the Smart TV at Chroma, eZone, Vijay Sales etc. The Samsung Smart TV or the other brands in the same genre. It can do loads of things together, plus also play videos from DVDs and YouTube. Prices are high, but can be fitted into EMI plans.

     

    #3 Get yourself a couple of DVDs. Check the ones at Flipkart (http://www.flipkart.com/movies). Okay the new releases may not excite you much: Nutcracker 3D is a downer. Zindagi Na Milegi Dobara has already been on telly recently, but if you want to see it at one go and with deleted scenes and the making of a few of the songs, go for it at Rs 255 (Flipkart again). Some good giftables are available from among the TV shows.

     

    #4 Live events: Eden Gardens is going to come alive with an ODI tomorrow (Oct 25) and a T20 encounter on Saturday (Oct 29)… the games are between India and England and they’ll be on Neo Cricket (and DD). There’s Metallica in Gurgaon (Oct 28) and Bengaluru (Oct 30). Plus of course Lady Gaga and all the entertainement acts to coincide with the big F1 days on Oct 28-30.

     

    #5 Go watch Ra One. Poor Shahrukh Khan. He’s invested huge sums of money and time for its promotion. May as well watch it. Meanwhile, visit MxMIndia next Monday for our expert view on the film and how we think the reviewers fared.

     

    #6 And last but definitely not the least, await MxMIndia’s Diwali special on Wednesday. Titled ‘It’s gr8 to be in the media’.  Guest writers plus Anil Thakraney, Ranjona Banerji, and, a little birdie tells us, even Mediaah! To those of you, who’ve been initiated to MxMIndia a little late, this may be a good opportunity to dig into our archives.

     

  • Riding on the last year's success, ToppsIndiahas once again come out with Cricket Attax 2 to coincide with the IPL 5

    Will Cricket Attax be a hit once again?

    By Tuhina Anand

     

    In its first outing, Cricket Attax, the trading cards on Season 4 of IPL had become a rage among the kids. In fact, its success exceeded the expectation of Topps India Sports & Entertainment Company, the company that brought out the Cricket Attax playing cards.

     

    However, the cards became somewhat a religion especially among the 6-13-years-old, who were busy stocking and trading a Sachin Tendulkar or Shane Warne. It is learnt that last year, the company made millions and that too in double digits. Riding on the last year’s success, ToppsIndiahas once again come out with Cricket Attax 2 to coincide with the IPL 5.

     

    Talking about the product, Sanjeev Katyal, Country Head – Topps India Sports & Entertainment Company, said: “This is a seasonal product and cashes on the popularity of IPL. Last year was our first year with Cricket Attax and, encouraged by the success, we are hoping that this year we will do anything between 3 to 5 times more in terms of numbers. Keeping this as the target, we have tripled our distribution and the cards are available in modern trade, stationery and even in mom n pop stores.”

     

    A pack of 5 cards is priced at Rs15 and as Mr Katyal points that pricing is the key here as affordability is something they kept in mind, considering the TG they are targeting. However, the cards have been given a fresh look as the children will be looking at new stats, thus giving a new look and feel to Cricket Attax 2.

     

    The company has also come out with a new campaign to reach out to its TG, primarily television-led and Mr Katyal points that they have been among the largest spenders on TV in the gaming and toys category on the kids channels last year and will continue with it even this year.

     

    Though refusing to put a number on their marketing spends, he divulged that they take around 800-900 GRPs.  He said, “For the TG that we want to connect with, TV gives us the maximum reach hence that’s the medium we ride on heavily.”

     

    The communication for the TVC states “Hum IPL dekhte hi Nahin Khelte bhi hai boss”, thus conveying that these trading cards give an opportunity to the kids to not just watch the game of cricket but play with their favourite players  and be part of the game. Interestingly, Topps has planned an on-ground championship for Cricket Attax, thus creating a parallel tournament with IPL. The tournament began on April 21 in 9 IPL playing cities and will go to semi-finals and finals. The company has planned new product launches too this year.

     

  • The new designation became effective from April 1, 2012

    Cyrus Mistry redesignated Tata Sons MD

    By Satish John

     

    In a quiet move, the board of Tata Sons has re-designated Cyrus Pallonji Mistry as the managing director of Tata Sons. The new designation became effective from April 1, 2012.

     

    On November 23, 2011, Tata Sons named Mr Mistry the successor to Ratan Tata, the current non-executive chairman of Tata Sons. Tata will retire by the end of 2012, when he becomes 75 on December 28.

     

    Mr Mistry is currently learning the ropes directly under Ratan Tata, shadowing the chairman as he prepares Mr Mistry to take on the mantle for bigger responsibilities within the Tata group.

     

    Mr Mistry’s induction is closely tracked within and outside Bombay House, the Tata headquarters. In recent times, he has met chief ministers of states such as Jharkhand and Gujarat, Union ministers and also been introduced to senior business captains of industry associations.

     

    Interestingly, when Ratan Tata took over from JRD Tata, he was appointed the executive chairman. Following the group’s policy, Mr Tata shed the executive role when he attained 65 years of age, but retained the post of non-executive chairman of Tata Sons and flagship group companies.

     

    In recent years, the Tata Sons board has seen senior board members shed their executive roles, even as they retained their role as a non-executive board member. The senior members include R Gopalakrishnan, Arun Gandhi and R Krishna Kumar.

     

    Legal circles say it is logical to appoint Mr Mistry as the managing director of Tata Sons. As a deputy chairman, Mr Mistry wouldn’t have the direct management role in managing the day-to-day affairs of the company. “Appointing him as the managing director gives him the legal authority and responsibility,” to manage the day-to-day affairs of the holding firm.

     

    Source: The Economic Times
    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

  • The new brand, Uni Wash, will be launched in the next 2-3 months and be priced similar to Rin and Tide

    Rohit Surfactants to launch mid-premium laundry brand Uni Wash to challenge HUL & P&G brands

    By Sagar Malviya

     

    Maker of India’s largest-selling detergent brand Ghari, Kanpur-based Rohit Surfactants plans to launch a mid-premium laundry brand to take on Hindustan Unilever’s Rin and Procter & Gamble’s Tide.

     

    “We want to tap into mid-priced category which has good potential as well as offer higher margins,” Rahul Gyanchandani, director at Rohit Surfactants, said. Ghari competes in the highly competitive mass-priced segment, where companies are under margin pressure due to high raw material costs. “In addition, apart from brands such as Rin and Tide, there is a vacuum in the segment which we want to fill,” said Gyanchandani.

     

    The new brand, Uni Wash, will be launched in the next 2-3 months and be priced similar to Rin and Tide, the company said. Rin’s 1-kg pack costs Rs50, while Tide Naturals’ 870-gram pack is sold at 30. Spokesperson of HUL and P&G said as a company policy they do not comment on competitors.

     

    Rohit Surfactants’ Ghari beat HUL’s Wheel late last year to become the top brand in the 13,000-crore laundry industry. The firm’s entry into the mid-premium segment is expected to make the infamous Rin-Tide fight even murkier. HUL, early this year, priced Rin lower than P&G’s Tide and released an advertisement asking consumers to choose the better brand-the latest in a series of aggressive commercials from either brand targeting the other. Some blatant ads even attracted legal recourse from the other side.

     

    According to an industry insider, Tide’s share has doubled in the last two years to over 13.7 per cent in 2011 while Rin’s share has grown from 4 per cent in 2009 to around 6 per cent.

     

    TOUGH MARKET

    Analysts feel that Rohit Surfactants’ entry could further dent margins in laundry, one of the largest segments that contribute to more than a quarter of the revenues for both HUL and P&G.

     

    “The category has limited pricing power already and a new brand entering will surely affect the exiting brands in the long term,” Gautam Duggad, an analyst at brokerage Prabhudas Lilladhar, said. Mr Duggad, however, added that it would not be easy for Rohit Surfactants to build a brand from scratch.

     

    “Launching a completely new brand altogether would be a challenge in this cut-throat market as it will take a long time for a brand to start from scratch,” he said. Rohit Surfactants has been building its distribution network to reach most of the country and believes it now has the wherewithal to compete with established brands.

     

     

    “We already have a solid platform now, which we can leverage for the new brand to push it,” Mr Gyanchandani said.

     

    Rohit Surfactants entered 10 new states in the last three years to expand its reach to 19 states through more than 3,500 dealers. It has 21 manufacturing units, 15 of which were added since 2006. The company now plans to expand its distribution and build manufacturing plants in markets such as Bihar, Raipur and Karnataka.

     

    Launched in 1987 by brothers Muralidhar and Bimal Kumar Gyanchandani, Rohit Surfactants had sales of over Rs2,500 crore in the year ending March 2012.

     

    But there is increasing pressure on the margins of detergent makers due to increasing prices of key raw materials such as LAB, or linear alkyl benzene,  that has increased 19 per cent, and soda ash that climbed 4 per cent in the last three months.

     

    HUL, the Indian unit of Anglo-Dutch Unilever, has indicated that it is facing the heat of inflation in categories such as soaps and detergents, and has tried to moderate its advertising spends to protect margins.

     

    At the same time, P&G is looking to expand production capacity in India so that it can make products cheaper locally.

     

    Source: The Economic Times
    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

  • This is the first instance of a celebrity endorsement in the eclairs category and also Ms Kapoor's first brand endorsement in the confectionary category

    Perfetti signs on Kareena Kapoor as brand ambassador for Alpenliebe 2 Choco Eclairs

    By A Correspondent

     

    Perfetti Van Melle India (PVMI), the leading confectionery giant, has signed on Kareena Kapoor as brand ambassador for its all new Alpenliebe 2 Choco Eclairs brand. Ms Kapoor will feature in the launch TVC of Alpenliebe 2 Choco Eclairs and also in all mobile and internet campaigns of the brand. This is the first instance of a celebrity endorsement in the eclairs category and also Ms Kapoor’s first brand endorsement in the confectionary category.

     

    Commenting on Ms Kapoor’s association with the brand, Mr. Nikhil Sharma, Director Marketing, Perfetti Van Melle India , said: “Today’s youth immediately identify Kareena Kapoor as a style icon who has established herself through her work in Bollywood. When it came to selecting the right brand ambassador for Alpenlibe 2 Choco Eclairs, Kareena was a unanimous choice. She is an irresistible mix of beauty, elegance and style. She fits perfectly with our product which promises consumers a great indulgent experience.”

     

    Commenting on her endorsement, Kareena Kapoor said: “I am very proud to be associated with PVMI, which is one of India ‘s leading FMCG companies, known for their innovative products and creative advertising. Alpenliebe is one of India ‘s most loved brands and this innovative product under Alpenliebe has given me the opportunity to work on an exciting new campaign.”

     

    The brief to McCann Erickson, PVMI’s partner creative agency was to create a clutter breaking TVC which stays true to the product promise of a rich, magical and indulgent experience. The new TVC conceptualized by Mr. Prasoon Joshi, Executive Chairman and CEO, McCann Erickson Worldwide India , was made with an objective of introducing viewers to a magical world where a princess gets swept off her feet by the most unlikely of characters. Commenting on the script, Mr Joshi said: “We wanted to use Kareena in a unique way and we were happy to stumble upon an idea which has immense charm and I am sure will be loved by the consumers.”

     

    The TVC shot by ad film maker, Ravi Udyawar, involved a shoot at Mumbai’s Reliance studios followed by a complex post production process at animation studios inPolandandBlack Magic,Singapore. “This TVC has been one of my most challenging assignments. We shot live with Kareena and an actor, together to get the interaction and dance movements correct, we then replaced the actor with the bear, which was created on CGI. Getting the dance sequence between Kareena and the Bear required complex animation techniques. The facial expressions were motion captured and applied on to CG bear to look more authentic. The toughest part was creating the bear which is very difficult due to its fur body. Shooting with Kareena was a great experience, due to her understanding of the idea, flawless acting and timing. The music composed by Mikey McCleary adds great value and fits in perfectly with the overall look of the film while staying true to the naughty mood of the original song,” said Ravi Udyawar.

     

    Perfetti Van Melle India Pvt. Ltd. (PVMI) is a name to reckon with in the India n confectionery industry and is a renowned manufacturer, distributor and marketer of several high quality products. With close to a 30 per cent market share, it is one of the leading players in the organized confectionery business in India today. The company, at present, has a diverse portfolio of brands across segments which it sells through various retail channels across the country. As a marketer, PVMI has always been known for its iconic, interesting and entertaining advertising.

     

  • For, after Dhanteras, Akshaya Tritiya has emerged as the next big day for sale of jewellery

    All that glitters on Akshaya Tritiya is gold!

     

    By Tuhina Anand

    (with inputs from Shruti Pushkarna in New Delhi)

     

    While 5-6 years back, Akshaya Tritiya would come and go without making much noise except among few communities, but now it has become a pan-Indian phenomenon. Jewellers all across, be it branded or non-branded, have gone all out to communicate the fact that Akshaya Tritiya is among the most auspicious days to invest in the precious metal.

     

    One look at the newspapers of the last two weeks will show that jewellery advertising is dominating the supplements and some even taking front page advertising on the main newspapers. This definitely shows that this day has become a money-spinner for jewellers and they are leaving no stone unturned to tap maximum customers.

     

    After Dhanteras, which traditionally has been a day for Indians to invest in gold and silver, now Akshaya Tritiya has emerged as the second-most selling day for many players and spikes in sales is anywhere between 15-35 per cent for some players.

     

    There are also offers galore to lure customers like free silver coin, off on making charges or even EMI option available to help customers make their purchases notwithstanding the soaring gold prices.

     

    Bhuwan Gaurav

    Bhuwan Gaurav, Head-Marketing at Tanishq on the sales on Akshaya Tritiya said: “On this day we see an increase in sales of over 10-15 times as compared to any average day. We have made a conscious effort in positioning this day to our consumers and a lot of effort has gone in marketing it to people. The result being that Akshaya Tritiya has become a pan-India phenomenon and we see a spike in sale even from Punjab and the East.”

     

    For customers, on purchase of 8gm of gold and on diamond jewellery above Rs8,000, Tanishq is offering free gold coin of 0.25 gm. The rising gold prices have not deterred the brand and Mr Gaurav is sure that the day would see spike in the sales. In fact, the store has been decorated with flowers to welcome customers to buy jewellery on this auspicious day.

     

    Another leading jeweler is too confident of the sales. Vinod Hayagriv, Managing Director, C Krishniah Chetty & Sons said: “This year is the first year of price stability after three years. Hot gold rates in the previous years held back purchases. But this year the sales have been brisk and that is an indication of demand picking up for Akshaya Tritiya. We should see good demand for our new Touch Gold Collection of exclusive gold design jewellery.”

     

    On the high in demand products, Amit Puri, Manager, Delhi-based jewellery store chain Diamount Jewels Pvt Ltd said, “The most popular item is gold bangles, and the second is gold sets. We have a special offer where we are giving out free silver as much as the weight of gold item purchased. Our sales on Akshaya Tritiya comprise a good 30-35 per cent of the total sales. Apart from Akshaya Tritiya, we see similar purchasing pattern on Dhanteras around Diwali.”

     

    While at one hand communication in print, OOH and even digital has created the popular culture of investing in jewellery. There are offers that are coupled with these communications to bring more and more customers to invest. Also new collection has been introduced by few to attract customers. Although there is more demand for on Akshaya Tritiya, there is an increasing trend of many opting for diamonds.

     

    Harish Bakshi, Senior Manager, AKM Mehrasons Jewellers of New Delhi said, “Last year, we saw an upward trend in sales on Akshaya Tritiya, to be precise, last year sales on that day saw a 10 per cent increase than the year before. This year we can’t say anything up till now, we have our fingers crossed because of the increase in gold rates. Both diamond and gold are popular, but gold is essentially more popular on Akshaya Trithiya. Gold chains and bangles are the most common purchases. We don’t have any special offers as such but we are offering a 10-15 per cent discount on labour charges for both gold and diamond. In comparison to regular days, we see at least 35 per cent increase in sales on Akshaya Tritiya. Apart from Akshaya Tritiya, Dhanteras and Karwa Chauth are the two other high sales occasions.”

     

    One thing is for sure that there is an increase in sales, but the percentage may vary. Ram Kiran of Bhima Jewellers too puts the increase at 15-20 per cent during this time. He, however, adds that sales have been bit slow because of high gold rates but doesn’t rule out the possibility of increase in sales.

    Photograph: Courtesy Tanishq

     

  • Frequent changes in its menu and innovations are part of the fast food giant's gambit for growth

    McDonald’s innovates with menu to get numbers

     

    By Tuhina Anand

     

    Amit Jatia

    Ordering at McDonald’s was a no-brainer a few years back, with limited menu option that included burgers, french fries, cola or a McSwirl. But in the last two years, there has been an increased focus on bringing in variety to the McDonald’s menu and one has seen the launch of breakfast menu, spicy delights and McFlurry among host of other new options available in the menu.

     

    Explaining the rationale behind the revamped menu, Amit Jatia, Vice Chairperson McDonald’s India (West & South), said: “At McDonald’s our customers’ happiness is key in everything that we do. We aim to be relevant and offer various options to our customers. McDonald’s interacts with its customers through various platforms, be it customer feedback forms or surveys or select group discussions, all to ensure that we provide our customers with the highest quality products that are based on their feedback. McDonald’s also undertakes various innovations to provide its customers with quality products at affordable prices which are served fast and hygienically. Keeping in mind the customer needs, McDonald’s India has been very active with new menu and innovative campaigns.”

     

    Giving an insight into the strategy that goes behind the menu revamp, Jatia said: “We aim to provide a wide variety of offerings with the newness in flavour. We take leadership in providing choice when the customer most needs it. For example, during the recession, to provide our customers with meal options that were cost-effective, we launched and still provide the Extra Value Meal menu which consists of a burger, medium fries and a medium coke.”

     

    The fast food giant also believes in offering a wide variety of products such as the globally popular Chicken McNuggets, McFlurry a range of desserts introduced in 2011 and the recently introduced McFlurry Caramel as an addition to this range of products. There is also the Happy Price Menu starting at Rs25 to cater to the customers that would like a small bite that is cost effective.

     

    McValue Lunch has been launched this year to provide the customers an extensive variety and choice of great quality products while being pocket friendly. Another addition to the menu is the Spice Fest that was launched on April 1 where a new twist to the menu has been introduced.

     

    But does this increased thrust on the menu have to do anything with the jostling of space and new players in the QSR segment? As Jatia explained: “McDonald is a leader and pioneer in the QSR space inIndia, our innovations are based on our customers’ feedback and are an extension of our ‘I’m Lovin it’ experience. With regards to our menu innovations, we have a menu board that designs the new innovations that are tested and researched for a specific period of time before we introduce them in the market. We also conduct test launches to gauge customer reactions and feedback to our products before they can be introduced to a wider audience group.”

     

    McDonald’s introduced its breakfast menu in October 2010 as part of its all day dining options. Initially launched in Mumbai, Pune and Bangalore, breakfast menu is also available in Hyderabad today. With the launch of breakfast menu, McDonald’s is not only providing customers a completely new range of products, but is also open between 7-11am which is a brand new day part.

     

    Talking on the McDelivery and why it isn’t as popular as the pizza companies, where home delivery form a key to their sales, Jatia said: “Asia is the only market where McDonald’s has a delivery option and this shows tremendous commitment for the market and potential to expand it more. With regards to delivery, since its launch our delivery service has grown by leaps and bound to now include a state-of the art 24×7 live call center as well as the recently launched web delivery option which is extremely user friendly. Keeping in mind, McDonald’s commitment to quality, the company has reduced the service to the neighborhood, which is up to 7 minutes away from the restaurant, from the earlier 10 minutes. The mapping of the delivery area is such that even during peak hours, customers receive orders that are hot and fresh.  McDonald’s has taken this proactive measure to ensure the quality of food is not compromised.”

     

    On the advertising front too, McDonald’s has gone aggressive, especially the OOH medium. For the new Spice Fest advertising campaign, the company has tied up with their international ad director Nick, who has been working with McDonalds International on worldwide campaigns. “Again customers’ feedback plays a big role in the way we approach all our endeavours and in this regards the look and feel of this campaign has been made contemporary to relate to our customers on an international scale. The ad brings out the freshness of the ingredients used to create a world class amalgamation of mouth-watering products coming together as part of the Spice Fest. It starts with a fun face-off between three chefs from different countries like Africa, Asia and America, all trying to prove that their recipe is superior, while still coming together to produce a delicious feast for Spice Fest,” added Jatia.

     

    Currently, McDonald’s India has 250 restaurants serving more than 6.5 lakh customers daily. In the South and West, there are approximately 150 restaurants. Their growth phase as Jatia explains can be broadly categorised as ‘Build, Grow, and Accelerate’. He divulges that McDonald’s India, and particularly Hardcastle Restaurants Pvt Ltd (the company which runs the McDonald’s business in western and southern India), has an aggressive expansion plan – including market expansion, new customer outreach formats and menu expansion.

     

    McDonald’s (West and South) will be investing approximately Rs450 – 500 crore. “We’ve been opening new stores at a rate of 10-15 per cent and expect to increase that to 15 – 20per cent going forward. McDonald’s India (West & South) is expanding its reach by expanding the portfolio and access points with formats like from kiosks, drivethroughs, web delivery and petrol pumps in addition to the restaurant restaurants,” concluded Jatia.

     

  • Infosys and WPP firm Fabric have unveiled a first-of-its-kind cloud-based platform for simplifying digital marketing

    Infosys & WPP’s Fabric unveil cloud-based platform for digital marketing

    By A Correspondent

     

    Infosys, leading consulting, outsourcing and technology company, and WPP unveiled Infosys Brandedge in partnership with Fabric, a WPP company. This first-of-its-kind comprehensive cloud-based offering simplifies digital marketing by bringing together integrated marketing and technology expertise on a single unified platform. It transforms the full spectrum of digital marketing activities including creation and management of digital properties, data management, coordination with multiple partners, and campaign execution

     

    The platform was launched by S D Shibulal, Chief executive Officer and Managing Director, Infosys and Sir Martin Sorrell, Chief executive Officer, WPP at the newly inaugurated Infosys experience Center in London.

     

    Infosys Brandedge, in partnership with Fabric, a WPP company, is designed to provide a single, flexible solution for large-scale organizations to simplify this complexity, a communique added.