launches special packages for teens and ladies
As part of its market segmentation strategy, Airtel
has launched special mobile packages targeted at youth,
women and senior citizens. Women can get a new Airtel
post-paid connection with a monthly rental of Rs150
while students can make calls for as low as 50 paise
a minute from predetermined areas such as universities
and popular hang outs.
Airtel has also introduced a `Friendz' package for students
and young people whereby subscribers are allowed to
transfer mobile recharge both talktime and validity
from their phone to another phone. With the package,
subscribers can form a 'closed user group' of up to
five friends and make calls at 50 paise a minute.
According to the company, the focus on students and
young people was due to the fact that penetration level
in the15-19 age group was just three per cent. Priced
at Rs 249, the Friendz' card, lets customers send SMS
to up to 15 friends simultaneously at Rs3.
the Ladies plan, women can call three local Airtel numbers
at just 50 paise per minute and send SMS to them at
50 paise per message, subject to a maximum of 25 messages
per month. Airtel has tied up with women's magazines,
offering discounts on subscription. For subscribers
who are over 60 years old, Airtel has launched the `Seniors
Plan' with a monthly rental of Rs150, which offers discount
on one STD number and one local Airtel number.
your phone like a walky-talky with 'push-to-talk'
Teleservices has launched 'push-to-talk' (PTT) services
on a national basis. According to this service, customers
can make unlimited calls to other Tata PTT subscribers
at a flat fee of Rs99 a month. Tata is the first mobile
operator to launch PTT in the country. It had earlier
launched the service in select pockets of the country.
new service allows customers to connect directly, in
seconds, with other Tata Indicom 'push-to-talk' users
by simply pressing a button on their 'push-to-talk'
on Qualcomm's BrewChat technology, the service allows
subscribers to instantly call a group of people at one
time from any place making it more convenient than sending
Targeted at corporates, small medium enterprises and
mass consumers, the service will be available on Kyocera
KX 440 handset with a host of additional features such
as chat applications and group talk
As an introductory offer, for post-paid customers, PTT
handsets are priced at Rs5,000. In addition, Tata Teleservices
is offering an EMI scheme for corporates, where a corporate
customer can buy a PTT handset by paying a down payment
of Rs1,000 and an EMI of Rs350 for 12 months.
Reliance Info introduces new plan for FWP subscribers
Reliance Infocomm has launched a new plan for its fixed
wireless phone (FWP) subscribers according to which,
subscribers can make unlimited free calls to Reliance
phones anywhere in the country. The new plan will be
applicable for both pre-paid and post-paid FWP.
FWP entry cost has been fixed at Rs4,300, which includes
the installation charge of Rs800 and a deposit of Rs1,000.
The package comes with a cordless phone handset and
includes a pre-loaded talk time of Rs50.
existing subscribers would have to pay the difference
in cost for upgradation to the cordless phone set.
The 'free calling plan' comes with a monthly commitment
of Rs700 for post-paid customers or with a recharge
voucher (RCV) of Rs770 for pre-paid customers.
the plans carry talk time value of Rs165 for making
calls to non-Reliance phones with a flat rate of Rs1.10
with different pulse rats depending on the network and
TNS study finds emotive reasons prompt 50 % of car
"More than 50 per cent of car buyers in India choose
vehicles for emotional reasons such as prestige and
status," according to TNS Automotive`s 2004 four-wheeler
study, Brand Health and Need Segmentation.
is contrary to the belief that prestige and status needs
are predominant among buyers of higher-end vehicles.
The study clearly reveals that such needs exist across
vehicle segments including the cheaper small cars, TNS
Automotive said in a company release.
study represented the responses of more than 2,000 new
car buyers and provided over 8,000 evaluations. TNS
Automotive delved on the hidden motivations behind car
purchase and customer perceptions of all available brands
in the country. The study was unlike traditional brand
research studies where customers are questioned directly
about their purchase reason, this study uses a proven
psychological framework to uncover the motives that
drive brand selection, the company release said.
to the study, the key drivers for the six needs (potency,
utility, prestige, adventure, status and liberation)
in India include a set of `potency buyers', who are
motivated by a need to attract the opposite sex and
feel powerful. Then there are `utility buyers' for whom
basic transportation, care for family, value for money
and cost of ownership are the benefits of owning a vehicle
`Prestige buyers' are motivated by a need for prestige,
self-indulgence, and exclusivity. These buyers are the
least price sensitive and desire the latest features
in cars. `Adventure buyers' seek fun, adventure increased
popularity, while `status buyers' want to show-off success
and attract attention.
to focus on action, reality, lifestyle shows
AXN, Sony Entertainment Television's, action television
channel now sports a new look and is positioning itself
as an action-based, reality-show channel with fewer
Having broadcast big hits like Crouching Tiger, Hidden
Dragon, Men In Black, Anaconda, Vertical Limits and
Charlie's Angles in the past, the new positioning
is more to do with the intense competition among English
movie channels. There are at least five English channels
featuring movies and vying for viewers. There is intense
competition amongst these channels and for any channel
acquiring the first licence is an expensive business.
having decided focus on lifestyle and reality-based
shows, will now be either playing movies from its library
comprising 80-100 movies or it might decide to go for
acquiring a second licence for satellite telecast of
the present, AXN will focus on reality series and lifestyle
shows with special emphasis on action-packed reality
In 2005 AXN plans to bring new reality shows like the
NBC-produced The Contender and shows like Francis
Ford Coppola's The 4400. Following its tie-up
with Orange, AXN will now also be available to Airtel,
Reliance and Tata Indicom subscribers.
launches soya drink
The Rs20-crore Solae Company, a joint venture between
DuPont and Bunge has launched a textured soya protein-based
product and is planning to set up a manufacturing facility
to manufacture the product with an investment of Rs50
crore in India.
company expects grow its turnover to Rs300 crore in
the next five years.
Solae is targeting close to 70 per cent of the expected
revenue in the next five years from its new soya-based
product 'Soy day'. The company is banking on its soya
product to grab a significant significant share of the
branded soy market with the launch of 'Soy day'. At
present about 20 per cent of the one-lakh-tonne texturised
branded products make the soya market.
The new product will initially be available in Delhi,
Mumbai and Bangalore and will initially be imported
from the company's manufacturing facilities in Brazil.
Besides 'Soy day', the company has also launched two
co-branded products in the country, and a co-branded
ready-to-drink soy beverage is scheduled to hit the
market next month. Three more co-branded products would
be unveiled in India in 2005.
IOC to roll out Xtracare retail outlets in 2 phases
Indian Oil Corporation has announced a phased unveiling
of its Xtracare brand of retail outlets across the country.
plans to upgrade a total of 1,080 retail outlets to
the Xtracare category by March 31, 2005. In the second
phase, an additional 1,800 retail outlets would be brought
under the Xtracare umbrella. The Xtracare initiative
is part of IOC's customer-centric, retail branding strategy.
outlets would be located within the confines of urban
centres, the highways would have IOC's Swagat brand
These branded outlets would offer branded fuels and
have value-added facilities such as the availability
of ATMs, fast food centres, BSNL cards, medical facilities
and pollution control checks.
has tied up with the Gates Foundation whereby awareness
of AIDS and family planning would be facilitated through
the Swagat outlets located on highways.
to expand operations
Kaya Skin Clinic, a venture by Marico Industries that
began operations in Mumbai two years ago now plans to
expand operations. Kaya recently opened three clinics
in Chennai taking the total number of clinics to 27
across the country.
invested Rs50 crore in the first phase Kaya Skin Care
now plans to enter Kolkata, Ludhiana and Ahmedabad in
the next phase.
In the second phase, the company is likely to add 25-30
clinics by March 2006, and would spend around Rs50 crore
as it costs around Rs1.5 crore to set up a clinic. The
clinic leverages the services of the Kaya Skin Advisory,
which has around 40 dermatologists, to identify the
best skincare services available internationally.
to launch 2 channels in India
Disney Television International (India) is launching
two new channels, Disney Channel and Toon Disney from
Channel will be a 24-hour Hindi channel and the programmes
will comprise animations, studio productions, animated
movies and serials.
Toon Disney will be an animation channel and will have
Tamil, Telugu, English and Hindi feed. Disney Channel
will initially have a Hindi feed and the English feed
will be introduced later.
Disney Channel will show two children's films a day.
"Films like The Lion King, The Beauty and the
Beast and Alladin will be screened.
Since children like seeing their favourite movies again
and again, the channel will constantly repeat the movies.
One of the first animation serials to be aired is Legend
of the Rings of Fire, where each episode will unveil
a new story. This will be produced in India.
Both the channels will be pay channels and will be distributed
by Star India.
China on expansion spree
Moods Hospitality, promoter of the Yo! China chain of
restaurants is planning to expand the Chinese fast food
chain. Launched in May 2003, the `Yo! China' chain of
Chinese restaurants has six outlets in New Delhi and
plans to launch about 20 more across the country by
present all Yo! China outlets are company-owned. However,
the company is planning to take the franchisee route
for new outlets.
As per expansion plans, Moods will establish five company-owned
restaurants in Mumbai whereas another 10 franchisee
outlets will come up in the surrounding suburbs. There
will be one outlet each in Pune, Faridabad and Jaipur.
The chain posted
a turnover of Rs1.8 crore between May 2003-March 2004
and is eyeing Rs 12 crore worth of sales by 2005-06.
Compiled by Mohini Bhatnagar
also see : List
of reports on marketing review