Marketing review

21 Apr 2005

Yum! on expansion drive
Nine years after opening its first outlet in India, Yum! Restaurants is planning add 36 outlets this year to the 98 Pizza Huts and six Kentucky Fried Chicken (KFC) restaurants already operational across India. With this expansion drive, Pizza Hut outlets will spread across 33 cities; while KFC will open in Kolkata and Hyderabad after having opened in Pune recently.

Yum! Is also planning to expand into markets like Sri Lanka, Mauritius and Bangladesh. At present the restaurant chain has 20 outlets in Sri Lanka, 15 in Mauritius and has opened the first one in Bangladesh.

Pizza Hut has launched various affordability initiatives in the Indian market such as the Rs50-menu. The latest is the "zero-gravity" salads, again beginning at Rs50. Company officials say the Rs50 menu options, have resulted in a 40 per cent increase in transactions and the "affordability" plank will continue to dominate the company's marketing strategy in India.

Rajesh Exports to launch branded jewellery in retail market
Rajesh Exports is entering the retail branded jewellery business as part of its strategy to increase profits.

At present a major part of the company's revenues are generated from wholesale trading and exports.

The company has engaged Ernst &Young to assist it in drawing up the business strategy for launching its branded retail venture in about two months. The company would also be branding its products in the export market with its designer jewellery.

Pepsi launches Gatorade in Chennai
Pepsi energy and sports nutrition beverage, Gatorade, has been launched in the Chennai market. The company says that the emergence of gymnasiums, fitness and aerobic centres are indicators of the health and fitness movement in India.

The company has started a consumer education and sampling drive across the top gyms in Chennai and has put former national sprinter Ramji Srinivasan, head of fitness at the MRF Pace Foundation, in charge of the programme.

Gatorade will be available at the gyms, fitness centres, sports clubs and top-end retail outlets in the city.

In India, cricketers Mohammad Kaif and Irfan Pathan endorse the drink.

Absolut Vanilla launched
Absolut Vodka has launched Absolut Vanilla in India, which according to the company has received an overwhelming response worldwide.
The white spirits market in India, which was once considered nascent, is now growing at 20-30 per cent.

This increase in Vodka consumption, essentially in the metros, has been one of the factors that influenced the launch of Absolut Vanilla.

Absolut Vanilla tastes of vanilla, along with a hint of butterscotch and dark chocolate.

Yahoo! India brings Lakme India Fashion Week 2005 on mobiles
Yahoo! India, the official mobile content partner for Lakme India Fashion Week event currently being held in New Delhi will enable fashion lovers from across the country to stay abreast of the latest happenings at the LIFW on their mobile phones for the first time in India. The event opened on April 29 and will go on till April 26.

Those subscribing to the service can receive fashion tips from leading fashion designers and download images and video clips of models and action on the ramp on their handsets. Not only this, Yahoo! India Mobile has launched a 'Fly to Watch LIFW' contest offering its select consumers a once in a lifetime opportunity to witness the live action.

For those in Delhi, there will be daily contests for subscribers of AirTel, Hutch and Idea Cellular to win free invites for each day of the LIFW. For entering the world of Lakme India Fashion Week 2005, all one needs to do is send an SMS stating 'LIFW' to the Yahoo! India Mobile short code 8243 or log on to the Yahoo! India Mobile website.

Fanta now available in new bottle
A clear case of an old drink in a new bottle. Fanta will soon be available in a newly designed bottles. The company has branded the new shape as Fanta Spin.

The drink is being launched in a mobile-pack size across the country in a phased manner. According to the company the innovative Fanta Spin bottle reflects the brand values of being a 'Fun catalyst'.

Fanta Spin has had a very good response internationally and we are very positive that our consumers will enjoy the new look and feel of Fanta."

The company is launching an integrated marketing campaign for promoting the new look. These include a new Fanta TV commercial (TVC) with the brand ambassador and leading Bollywood star, Rani Mukherjee.

The film opens on Rani Mukerjee and her friends waiting at a bus stop. A wannabe dude comes along and tries hard to impress the girls. The film captures how Rani and the gang of girls use the Fanta Spin bottle to puncture his pretentious behaviour.

Along with the TVC, the company has organised a number of on-ground activities like road-shows covering youth hangouts in the city with exciting games like spin your future, spin bowling, juggling contest, write in a slogan and win an Akai MP3 Music Player, etc are planned to keep up the excitement this summer.

Amitabh Bacchhan chosen Unicef's goodwill ambassador
Unicef has signed up Amitabh Bachchan as its goodwill ambassador.

According to Unicef, "Amitabh has a star power to illuminate the lives of millions of children who are living in dire circumstances. We look forward to a long collaboration with him and we feel honoured to have him as part of the Unicef family."

As a goodwill ambassador of Unicef, Bachchan's special areas of focus will be polio eradication and HIV / AIDS.

Cartoon Network, Pogo launch news shows for holidays
As summer holidays begin Cartoon Network and Pogo are launching new programmes. POGO will launch two new Indian productions, M.A.D (Music, Art and Dance) and Bam! Bam! Baam! Gir Pade Hum... while Cartoon Network will air its ninth local acquisition, Vikram Aur Betaal.

POGO will also premier the second film in the Harry Potter series — Harry Potter And The Chamber of Secrets next month.

Tata Tea launches Agni brand
Tata Tea has relaunched the Agni brand as `Tata Tea Agni'. The company is targeting 100 per cent growth in its market share in the economy segment with this initiative. The new, upgraded Agni will be priced at about 7-8 per cent premium to the existing variant and is an attempt by the company to take forward its branding initiative.

According to the company with the launch Tata Tea Agni, Tata Tea has a strong presence across all segments in the leaf-tea market. Recently, the company relaunched its flagship brand Tata Tea Premium whereas Tata Tea Gold was launched in 2003.