retro campaign moves on
Coca-Cola India is moving on to the second phase of its
launch activity for Vanilla Coke in the South.
The second phase involves a roadshow with a float featuring
Vanilla Coke. The theme as before will be the look of
the '70s. Coke has just concluded a series of roadshows
where brand ambassador Vivek Oberoi's look-alikes performed
jigs at traffic points and offered samples of the drink.
Its other promotional activities include inviting prominent
people in various sectors, such as IT and business, to
host Vanilla Coke theme parties for around 100 of their
friends, dressed in retro costumes. While Coca-Cola pays
for the venue, music and the drinks, the invitees pay
for their food.
Rasna announces slogan contest
Rasna has announced the launch of a slogan contest that
will entitle 10 lucky children to enjoy a fun-filled plane
ride with Hindi film heroine Karisma Kapur. Karisma Kapur
is the brand ambassador for Rasna.
According to the contest rules kids between 4-10 years
have to complete the slogan "I love Rasna Juc-Up
because... ... " and send it along with 10 single-serve
sachets of Rasna Juc-Up to the company.
A panel of judges will decide the winners. Those who do
not make it to the finals will be entitled to 1,000 early
Rasna is among the most recognized brands in India and
is a leader in the soft drink concentrate market with
a 93 per cent volume share. Rasna also holds the 1st position
in the beverages category in the country according to
the Brand Equity Most Trusted Brands Survey, and
is the 15th most trusted brand in India across categories.
P&G to enter new segments to strengthen market
India is foraying into new categories in the FMCG market
as part of a worldwide strategy to increase market share
in low-income countries. These categories include oral
care and beauty products to obtain economies of scale
and become the 'most-preferred supplier' in trade channels.
The long-term aim of the company is to be the number one
or number two player in the major FMCG categories in India.
P&G's products have a premium image attached to them
in India but through value corrections, it has now made
them affordable to the Indian consumer. The company now
intends to forge ahead mainly on the basis of pricing.
Amul to focus on Amul Taaza
Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF),
maker of Amul brand of products plans to focus on marketing
Amul Taaza, the long-life milk in both domestic and export
markets after the impressive response received by the
product in the domestic market.
long-life milk market segment in India has grown from
1.4-lakh litres a day to 1.9-lakh litres a day during
March, 2003, to February 2004.
Amul Taaza has increased its market share in this segment
from 40 per cent in March 2003 to over 65 per cent by
end of February 2004.
Officials in the company say long-life milk is among the
safest and healthiest milk options available to consumers
all over the world as it is bacteria-free and packed in
tamper-proof packs. Amul Taaza milk can be stored at room
temperatures for over 180 days and does not need refrigeration
till cut open.
In spite of this consumption of long-life milk has not
been commensurate with its attributes. Now the federation
is making all-out efforts to promote this healthy alternative
through its Amul Taaza brand. Through a sustained mass-based
campaign, the federation is conveying to the consumers
the benefits of long-life milk according to a press release
from the company.
Amul Taaza has already assumed the market leader position
in West Asia, Hong Kong, Singapore and Sri Lanka according
to the company.
Ajanta Pharma restrained from using IDA's `seal of
The Bombay High Court has restrained Ajanta Ltd from using
the 'seal of acceptance' of the Indian Dental Association
(IDA), on its toothpastes including Ajanta Dento White
This follows a suit filed by the Indian Dental Association
before the High Court, objecting to the use of the IDA
seal of acceptance by the company for its toothpastes.
At the time of IDA's application, the company had consented
to the order being passed.
IDA claimed in its suit that Ajanta was misleading the
general public and dental practitioners into believing
that the IDA has approved the product claims made by it
regarding its toothpastes when the IDA central council
had neither granted its seal nor approved the company's
The IDA is a professional association of dentists dedicated
to serving the public and the profession of dentistry.
The IDA grants its Seal of Acceptance after an extensive
evaluation of the product concerned in accordance with
IDA's rigorous protocol, after satisfying itself among
other things, about the veracity of the claims made about
Crocodile brand goes places
Crocodile, the Singapore-based $2-billion international
lifestyle brand, is entering Saarc and Middle East nations
through licensee arrangements. The expansion is aimed
at bringing in additional revenues of S$5 million, this
Crocodile Products is a 60:40 joint venture between the
Coimbatore-based Shivram Associates and Singapore-based
For its expansion, the company has tied up with Irfan
Textiles in Pakistan, Milton in Bangladesh and is in talks
with Groline in Sri Lanka and a few garment companies
in Middle East and Cyprus.
However, the contracted franchisees would be direct licensees
of Crocodile International. Crocodile has a bouquet of
20 labels and has taken the licensee route to expand globally.
At present 35 per cent of the company's turnover comes
Royal Challenge Premium Lager gets a youthful look
Wallace Breweries Ltd has introduced Royal Challenge Premium
Lager in a new avatar to strengthen its market share.
The brand now sports a new look with international packaging
and promises a 'refreshingly smoother taste'. The initiative
is part of Shaw Wallace's new brand marketing strategy.
Company officials say extensive research has led to the
new look Royal Challenge Premium Lager, which is now imbued
with a stylish, distinct, modern and youthful personality
in tune with international packaging trends and increasing
The new look uses shades of royal blue, green and gold
with bolder motif and design that highlights the brand.
The new packaging is also complimented by the addition
of a distinctive neck foil.
Pantaloon plans `Footwear Bazaar'
After the phenomenal success of garment and food outlets,
Pantaloons and Big Bazaar, respectively Pantaloon Retail
(India) Ltd is introducing another retail store brand
under the name `Footwear Bazaar'.
To start with, Footwear Bazaar will be housed in the same
premises as the Big Bazaar outlets but will soon become
an independent chain of retail stores in future.
Carrying the baseline sunder, sasta, tikayu, the
new brand is expected to add to the list of existing retail
store brands such as Big Bazaar, Gold Bazaar and Food
shoes to be displayed at the Footwear Bazaar are being
sourced from Bata and Pantaloon Retail is also looking
at inking deals with other retail footwear brands such
as Action and Liberty. It has also forged an alliance
with a sports retail footwear company Royal Sports
House, which sources footwear from brands such as Nike
HLL to launch 'Pure It'
Hindustan Lever Ltd (HLL) is foraying into the drinking
water business. However, HLL's drinking water is not about
bottled water but a more comprehensive solution.
The company will introduce a small device called 'Pure
It' which will purify potable water at an affordable price.
The accent is on affordability since the company aims
to make the product within reach all income groups.
Industry sources said if HLL manages to come up with an
affordable product, companies selling 20-litre water jars
to the residential segment may face tough competition.
HLL plans to take the purifiers to the smaller metros,
towns and cities.
HLL is staying away from the already crowded bottled water
segment, which faces intense competition and operates
on wafer-thin margins. Moreover, this category requires
a distribution network of a different kind. Very few bottled
water manufacturers are making money, while Nestle abandoned
this market completely two years ago.
The water purifier market, which is a residential segment,
is growing at a healthy 22-25 per cent annually.
Edible oil firms led FMCG sector in 2003
Edible oil companies are the fastest-growing in India's
consumer goods sector. Among the top ten fastest-growing
companies last fiscal, with a turnover of more than Rs100
crore, five are edible oil companies.
The leading company is Ahmedabad based Adani Wilmar, which
recorded a 133 per cent jump in turnover while Parakh
Foods of Gemini brand registered an 84 per cent increase
in turnover. New FMCG entrants in the ranking include
Agro Tech Foods maker of Sundrop Frito Lay
India, Surya Foods and Agro and Shree Govind Udyog.
which noted a fall in ranking, include Cadbury's, Anchor
Health, Cavin Kare, Marico Industries maker of
Saffola brand Godrej Hi Care, and Dhara Vegetable
Compiled by Mohini Bhatnagar
also see : List
of reports on marketing review