Marketing review

31 Jan 2004

ESPN secures rights to beam Euro 2004 football matches
ESPN Star Sports has acquired the broadcasting rights of UEFA Euro 2004 for the Indian sub-continent. UEFA Euro 2004 will be held in Portugal from June 12 to July 4, 2004, with 16 European teams participating in the event.

The 16 teams who have qualified for UEFA Euro 2004, are — Group A: Portugal, Greece, Spain and Russia , Group B: France, England, Switzerland and Croatia Group C: Sweden, Bulgaria, Denmark and Italy Group D: and Czech Republic, Latvia, Germany and Holland .

UEFA Euro 2004 will feature 31 thrilling matches including 24 first-round matches, four quarter-final matches and two semi-final matches from June 12. The finals will be played in Lisbon on July 4.

New schemes from Air Sahara
Air Sahara has announced four discount schemes.

The square drive scheme in which four economy class tickets are being offered for Rs 24,000 will be valid for 90 days from the date of issue while the sixer scheme in which six tickets are offered at Rs 33,000 would be valid for 120 days. The third scheme is the super four scheme, which offers four business class tickets for Rs 32,000 and is valid for 90 days and, finally six tickets of the same class for Rs 43,500 with a validity of 120 days from the date of issue.

All the schemes are valid till July 31, 2004, year and would also be applicable to all cosmos frequent flier members who will also get regular mile benefits.

Air Sahara officials say the new schemes have been introduced in response to the customer feedback received for the earlier marketing initiatives.

Mount Shivalik, Cobra consider manufacturing pact
The Karan Billimoria group which owns Cobra Beer may enter into a contract-manufacturing pact with the Mount Shivalik Group, which has breweries in Rajasthan and Punjab.

Initially Mount Shivalik would produce Cobra beer at its Rajasthan plant and later would look at extending the arrangement to the other plant in Punjab as well.

Mount Shivalik's Rajasthan plant has a capacity of 2.5 lakh hectolitres, translating into 2.5 million cases annually.

Earlier, Perses Billimoria, regional director of Cobra Beer, told this newspaper that the company was poised to announce manufacturing tie-ups with a few independent brewers in the country.

The alliance with Mount Shivalik would enable Cobra to enter the Delhi market easily and drop its retail prices substantially. Currently, the imported Cobra beer sells at Rs 99 per 330 ml pack in Delhi.

Ford: riding high on Endeavour
Ford India is hoping to capture more than a 50 per cent share of the sports car segment and a 25 per cent growth in the next financial year on the back of its sports utility vehicle Endeavour.

The company says it has already delivered more than 179 Endevaour since December 2003. Priced at Rs 12.5 lakh, it is the lowest priced among SUVs because it is manufactured locally at the company's manufacturing facility at Maraimalani Nagar near Chennai.

The Endeavour has an authentic SUV styling, with its tough, powerful and rugged appeal.

Endeavour was launched in October 2003 in India, and has recently won the 'BBC Wheels Award' for the best SUV in the above Rs 10 lakh category.

LG Electronics to focus on rural hinterland for further growth
LG Electronics India is planning to make a thrust into the semi-urban and rural markets with focus on district level sales. The company will establish depots in each district to promote LG products to help it penetrate the interiors.

LG India recorded a turnover of Rs 4,500 crore in 2003 and is growing at a rate of 36 per cent with consumer electronics contributing 46 per cent, home appliances 44 per cent and IT 10 per cent.

Among its new launches, is a mid-segment mobile handset with colour display branded "Friend'' due out within a month.

Hero Honda launches Ambition
Hero Honda Motors has launched a new version of its model, Ambition. aimed at shoring up sales of the motorcycle.

The new version Ambition 135 has a new headlight, a trip meter, new stripes and a new dial design in the instrument panel. The bike is priced at Rs 44,977 (ex-showroom Delhi).

Powered by an 11 BHP engine with an acceleration of 0-60 kmph in six seconds and a top speed of 100 kmph, Ambition gives a mileage of 55 per litre.

Salora group enters childcare biz
R.P. Electronics, part of the Salora International group, has announced its entry in to the fragmented and unorganised Rs 500-crore childcare market.

The company will enter the segment with feeding accessories, for which it is reported to be in advanced stages of negotiations with a US-based firm, whose identity is being kept tightly under wraps. The company plans to import baby care products under the Purple Turtle banner - a brand created for its child care products foray.

R.P. Electronics is in the business of distributing FMCG products including Nippo batteries, besides torches and shaving systems.

— Compiled by Mohini Bhatnagar