to expand retail business in rural areas
Oil Corporation has worked out an aggressive strategy
to push its retail business in the rural areas.
retail forays are planned under an umbrella offering
"Xtra", and a series of initiatives, including
branded auto fuels. During 2004-05, IOC added 1100 retail
outlets adding up to a total of 10,000 outlets. The
company plans another 1,000 outlets this year.
company is demarcating its retail business into three
broad segments the urban market, the highway
market and the rural market and has also rationalised
its infrastructure facilities, closing down redundant
storage depots even as it commissioned new facilities
the branded XtraCare retail outlets are for the urban
areas, Swagat branded retail outlets are targeted at
highway motorists and Kisan Seva Kendras are targeted
at rural areas.
finds television/ radio best medium, outdoor ads second
study in promotional marketing by ad agency Mudra's
Kidstuff Promos and Events finds television and radio
ads are the best way to reach the consumer. The second
best medium is through innovative outdoor signs.
to the survey, 76 per cent of the respondents surveyed
said TV and radio is the ideal medium for announcing
a new promotion.
per cent of those surveyed said outdoor signs reach
out to them more; while 27 per cent felt word-of-mouth
was effective. Respondents were informed about campaigns
by friends and relatives as well as shopkeepers in their
locality said a company release.
Promo Survey 2005 is an endeavour to help marketers
understand how promotions work and devise better, more
survey also showed that an ideal location, such as a
local grocery store, could go a long way in targeting
consumers. Marketers also use cinema houses, multiplexes
and shopping malls to reach out to.
gets cracking with endorsements
Singh Dhoni has hit big time in endorsements. Ever since
the young lad fired crackers in Jaipur to score an unbeaten
183 runs against Sri Lanka the celebrations haven't
Rajasthan Cricket Association and the Jharkhand state
government have added Rs15 lakh to his bank balance,
his celebrity management company claimed that corporate
sponsors such as Pepsi and Reebok have already signed
him on as brand ambassador along with others like Sachin
Tendulkar and Rahul Dravid. Other offers are reported
to be pouring in.
young cricketer's passion for bikes has led to a two-wheeler
company showing interest in signing on Dhoni. He has
often been spotted on a 650-cc bike in his hometown.
Apart from this others in the line include a hair-care
company and a denim brand thanks to his long hair-do
and muscular personality. A mobile gaming company is
also roping in Dhoni to promote its brand.
to focus on Boroplus
Group has announced major plans to make its `Boroplus'
a complete skincare brand by 2007. The company is targeting
sales of Rs125-crore from the brand by the end of the
current fiscal. The company's Navratna Oil, endorsed
by Amitabh Bachchan is a market leader in its segment
with a 50-per cent market share, notching up annual
sales of Rs100 crore. Some 44 crore pieces are sold
has roped in Kareena Kapoor to join its club of brand
ambassadors, and has recently launched its first advertising
campaign featuring the star for Boroplus.
Boroplus is one of the flagship brands of Emami and
was launched in 1982 to become a market leader by the
to increase Raga's visibility
Industries is planning to increase focus on the Raga
brand. Last year the company changed the positioning
of the Raga brand with the launch of the 9-5 collection.
From this festive season Titan is making efforts to
increase the brand's visibility and its turnover.
watches contribute 34 per cent to Titan Industries'
total turnover. Of these, watches priced at Rs1,500
and above were branded Raga, and accounted for 24 per
cent of the turnover. The company feels Raga has tremendous
potential, waiting to be exploited.
Industries has recently released a new campaign on TV,
radio, print and outdoors for the brand. Titan is employing
direct marketing as well as increasing in-store visibility.
This range is priced from Rs1,500 to Rs5,000.
is aiming for 40-50 per cent growth in the brand over
the third quarter of 2004-05. In the first half of this
fiscal, the brand grew 15-16 per cent over the previous
was launched in 1991 as an ethnic brand in keeping with
the ethnic wave sweeping fashion trends in the country
but could not sustain its success for too long.
launches new ad campaign for Chyawanprash
has launched a new advertisement campaign for Dabur
Chyawanprash to revive interest around the stagnating
advertisements, featuring Amitabh Bachchan and Vivek
Oberoi, will feature on television and the print media.
The company has set a budget of Rs10 crore for the campaign
to the company the new campaign targets infrequent and
non-users by emphasising the benefits of the product.
claims to have retained a 60-65 per cent share of the
Rs250-crore market for Chyawanprash in the last three
years. The other major players in the category are Himani's
Amritprash and Sona Chandi, Baidyanath Chyawanprash
and Zandu Chyawanprash.
Cellular launches three-year validity vouchers
Cellular, the private cellular operator, has launched
the Power Validity voucher with three years for its
customers of Andhra Pradesh.
is first such initiative in the country offering three-year
validity voucher with Rs150 talk-time for Rs2,999 and
free incoming calls.
Power Validity voucher with two years validity voucher
with talk-time worth Rs100 comes for Rs2,199 and free
incoming calls and one year validity voucher with talk-time
worth Rs50 time is available for Rs1,299 and free incoming
India again comes up with companion-free scheme
India has introduced its `Companion-Free Scheme' from
scheme will be available to passengers travelling on
full published IATA fares in all classes, namely, first,
executive and economy, for outbound travel between India
and the US, Canada, and Europe.
scheme is open till March 31, 2006.
India has in recent times upgraded its premium classes
by introducing flat beds in the first class and slumberettes
in the executive class. Its in-flight service is also
India currently operates 28 flights a week to the US,
a daily service to New York, Newark, Los Angeles and
Chicago; 21 flights to London; 11 flights to Frankfurt;
seven flights to Paris; and three flights each to Birmingham
and Toronto every week.
to try out varying retail formats
Retail (India) is planning to introduce different retail
formats at its outlets. Other segments it plans to introduce
are fresh service segments and beauty and grooming.
At present Pantaloon Retail has mainly large-format
outlets such as Big Bazaar and Pantaloon.
to company officials Pantaloon Retail will soon launch
a chain of beauty parlours in the next few months. The
beauty parlours will be called `Star aur Sitara' and
will be positioned at the mass-end of the market.
Initially one outlet would come up in Ahmedabad and
Bangalore each. Both these outlets would be located
within shopping malls.
Compiled by Mohini Bhatnagar
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