should be truthful, entertaining: Padamsee
Alique Padamsee, the guru of the advertising world,
while addressing members of the Merchants' Chamber of
Commerce in Kolkata urged Indian industry to promote products
and services in a truthful manner so as to make them more
relevant to consumers.
He said good advertising should also be entertaining.
He maintained that ads had a way of identifying their
own media, including new ones such as mobile phones through
the SMS route.
added that ads were now ubiquitous and had become a part
of public affairs like sporting events. He said that messages
that did not entertain and attract people's attention
would be ignored after a point.
He concluded that on a medium like television, a brand's
need to have a USP--not only a `unique selling proposition--but
also a 'unique strategic personality.'
bytes into sweet snacks
Cadbury India is test marketing a new category of chocolate
snacks under the sub-brand, Bytes, and will launched it
under a new category of 'sweet' snacking.'
Cadbury Bytes is a wheat-based crispy snack with cocoa
solids as an inner filling and is priced at Rs 5 for 18
gms. The product is being outsourced and manufactured
in Maharashtra by the Kolhapur-based ShreeWarana Sahakari
Dudh Utpadak Prakriya Sangh Ltd.
Commercials of the product have already been aired in
AP and will soon roll out in other states also. Bytes
ads come with the baseline, `Share the snack. Share the
to expand northwards over a three year period
consumer durable retailing company Vivek Ltd is planning
to expand beyond the South.
To achieve this, the company plans to secure a turnover
of Rs 500 crore from the Southern states in the next three
years as well as build cash reserves of Rs 40 crore before
targeting the northern and western markets.
In this time frame, the retailer hopes to set up about
100 stores, all company-owned, in the southern states
as it needs the size and a scale to expand out of south.
It would expand operations market by market.
Electrolux brands its service centres
Consumer durables maker Electrolux Kelvinator Ltd (EKL)
has separated its distribution network from its service
function and wants to project itself as a consumer-friendly
Officials say the company will soon roll out a customer
service enhancement programme called Insta Service, which
will include setting up of exclusive Insta Service branded
centres. 300 such exclusive service centres will come
up by the end of 2004 and one Master Service Centre in
each metro by 2005.
This development came after the company found that after-sales
service has become a sore point with consumers purchasing
consumer electronics and durables in the market.
The company has set up a web site, wherein a customer
can register his complaint and is assured of a response
within the next 24 hours. The site will also connect all
the service centres with a centralised parts depot (which
will be set up towards mid-2004).
Rahul Dravid, Vasundhara Das to be Karnataka's brand
Karnataka tourism department has roped in cricketer Rahul
Dravid and actress, singer Vasundhara Das to be the states'
brand ambassadors and promote it as the state as a preferred
destination among foreign and domestic tourists.
The two celebrities with large domestic and international
appeal are expected to lend strength to the tdurism Department's
ongoing efforts to increase tourist inflow, which in the
last one year recorded a 14 per cent jump.
For their new roles as the brand ambassadors, Rahul and
Vasundhara would be paid an honorarium of Rs 1, 00,000
each year for the three-year agreement.
PVR Pictures in joint venture with Factory
Delhi-based Priya Village Roadshow (PVR) Pictures has
entered into a joint venture with Verma Corporation Ltd
and K Sera Sera's production company, Factory.
The new venture, called PVR / Factory, will have exclusive
distribution rights in Delhi, Uttar Pradesh and Uttaranchal
for the upcoming films of Factory. Factory will produce
and release nine movies in the next 18 months. The new
company will also distribute films of other producers
The three companies will have a profit-sharing relationship
between them on the distribution of a list of films such
as Ab Tak Chappan, Murder at 2 o'clock, Vishnu Prasad
Gayab Ho Gaya, Darna Zaroori Hai, James, Vastu Shastra,
Naach, Time Machine and D.
Rajshri to get into large scale films
The Rajshri Group is planning to scale up film production
and distribution in 2004.
For the domestic market, Rajshri Pictures Ltd has tied-up
with Zee Telefilms Ltd for distribution of Hindi and other
language films throughout the country. The tie-up does
not involve equity participation. The joint venture Zee-Rajshri
Film Distribution will distribute films produced, co-produced
and acquired by both companies through more than 20 distribution
offices all over India.
In the international arena, Rajshri plans to get into
distribution of films and has set up an office in the
Rajshri Pictures ruled out plans for an initial public
offering (IPO) at this juncture; but could consider it
3-5 years down the line, once the business has been scaled
The Rajshri Group, which has been in the film industry
for over 50 years, is in the process of changing itself
from being an occasional player to a pro-active participant
Dollar Shop plans expansion
9 to 9 dollar shop that operates on the lines of the dollar
shops in the west and sells all items at fixed price points
of for Rs 49, Rs 99 and Rs 149 and upwards is planning
to expand. The dollar shops now present in three states
will add their presence to more states in the next two
number of outlets is projected to touch around 150-200
from 66 stores at present.
The 9 to 9 Dollar shop is a replica of the dollar shops
present in the US and Europe which stock miscellaneous
products. Items like crockery, stationery, leather belts
and wallets are sold at Rs 49 and Rs 99 each in these
shops in, while some items are priced at Rs 149.
are able to ensure cheaper rates as they procure them
directly from the manufacturer, eliminating all intermediaries
and their margins. The products are directly sourced from
manufacturers in China, Taiwan, Hong Kong, Phillipines
and Malaysia. Therefore the exporter-importer-wholesaler
intermediary is avoided and the costs savings are passed
on to the customers.
Pride relaunched in Kerala
Shaw Wallace has relaunched India's Pride Rum in the Kerala
market and plans to extend the brand gradually to other
Kerala is one of the strong rum markets in the country
and the consumers
are more open to trial of new brands, tastes and flavours
according to company officials.
Compiled by Mohini Bhatnagar
also see : List
of reports on marketing review