Marketing review news
19 August 2005

Hyundai Motor launches premium sedan Sonata `Embera'
Hyundai Motor India has launched an all-new model of its premium sedan Sonata `Embera' with a 2.4-litre petrol engine. The car is priced at Rs13.69 lakh for manual transmission, while the automatic version will cost Rs14.59 lakh.

The company is also working on a new model that will be launched in the coming year and has not yet been launched anywhere in the world.

The company is also planing to increase the prices of its mid-size offering Accent and premium hatchback Getz in September. Hyundai recently increased the price of its flagship car Santro by as much as Rs11,000 due to increased input costs and rationalisation of dealer margins.

Hyundai Motor India recently cut prices of its premium hatchback Getz to Rs4.15 lakh to rationalise it with the price of its rival the Swift Vxi, its rival from the Maruti stable.

The rationalisation brings down the price of the entry level Getz by Rs35,000.

Tata Tele launches `Truepaid' campaign
Tata Teleservices has launched a new television ad campaign for its pre-paid product, Truepaid starring actors Ajay Devgan and Kajol.

The campaign revolves around a small-town couple looking for a phone, that gives them maximum value for money. The sign-off line says, `Insaan phone leta hai baat karne ke liye (one buys a phone to talk).'

The company says Truepaid offers a fair deal, unlike other pre-paid products for which the customers get only half the talk time they actually pay for.

The campaign is reportedly targeted at first time buyers in SEC B-C towns who are aware of deals in the market and are price-sensitive.

Aamir Khan is brand ambassador of Innova
Toyota Kirloskar has roped in actor Aamir Khan as brand ambassador for Toyota Innova in India.

Aamir Khan will participate in media campaigns and ground promotion activities. A company release says that globally the company has rarely used celebrities as brand ambassadors and Aamir Khan will be one of the few celebrities associated with the brand Toyota.

Innova, launched in February this year, has registered sales of 18,000 units, making it the leader in the MPV, mid-size sedan and sedan categories during the period.

Star News to launch Bollywood news programme
Star News will soon launch a programme on Bollywood news, Khabar Filmi Hai on the lines of Saas Bahu Aur Saajish, which looks into the various aspects of the television industry.

According to a recent TAM report, Star News has achieved the number one position among all news channel in the Hindi speaking markets, with an average market share of 25 per cent between July 31 and August 6. It reportedly has a 33 per cent market share in Mumbai, while Aaj Tak's market share has dropped to 28 per cent.

The channel is also supposed to be the leader in the other metros with a 28 per cent market share, while Aaj Tak has a 25 per cent share.

The channel, as per the TAM report, shares a joint number one position with Aaj Tak in terms of the total market share.

ITC launches `Expressions Regalia'
ITC has launched a new corporate gift collection `Expressions Regalia'. The product comes in a specially designed box containing a premium collection of 15 large cards and five small ones, with envelopes, in five different designs, created through paintings by Phalguni Dasgupta.

`Regalia' cards have been priced at Rs300 a box.

The greeting cards market size at the moment was around Rs200 crore, the stationery segment with a much larger pie of Rs5,000 crore was equally attractive, he added.

Colgate Active Salt toothpaste launched
Colgate-Palmolive (India) has launched Colgate Active Salt. The company says it to be the first toothpaste in India that contains salt.

Colgate Active Salt combines salt with calcium and minerals to make teeth strong and gums healthy. According to the company the product has been developed after extensive consumer research and is positioned as an everyday family toothpaste that combines a minty taste with a dash of salt for to enhance brushing.
According to the company salt is well known for its oral care benefits and is widely used by families across India.

Colgate Active Salt is available nationally across retail outlets in three sizes and is priced at Rs47 for 200g, Rs26 for 100g and Rs13 for 50g.

KBC 2 boosts Star ratings
Kaun Banega Crorepati 2 (KBC 2) has again provided the much-needed boost to Star TV. The show received record ratings on the day of its launch. According to a TAM analysis, KBC 2 topped ratings among the "1-hour timeslots" at an all-India level.

TAM figures reveal the viewership share moved from 10 per cent prior to the launch to 38 per cent. In fact, the study claims that these figures are higher than KBC 1, which reportedly took the channel's share from 2 per cent to 25 per cent for that day-part.

The report also says that KBC 1 had a reach of 15 per cent, against 24 per cent of KBC 2.

Air Deccan offers Rs 500 fares
Air Deccan has launched `Freedom at midnight' tickets priced at Rs500 plus taxes on Airbus flights for the week starting on Independence Day.

Till August 21, the airline will offer 500 tickets booked between 11 p.m. and midnight every day for next day's travel priced at Rs500 plus Rs221 as taxes. The promotional offer is valid for all the sectors where its five Airbuses operate, the budget carrier said.

A `Happy Hours' scheme also is running on select sectors, where tickets are available at discounted fares between 9 pm and 11 pm on next day's flights. These fares change every day depending on the availability of seats.

Sara Lee Apparel to open new retail outlets
Sara Lee Apparel (India), with its Hanes ComfortWear for men, will ramp up its retail presence from the current 2,500 retailers to 4,000 retail outlets in the next five years.

Sara Lee Apparel has decided to adopt an FMCG model of retailing where distribution, merchandising and shop displays play a critical role. Sara Lee Apparels will be available at all types of retail outlets from upmarket retails chains to mom n pop stores.

Sara Lee's brands like Hanes competes with brands like Rupa and VIP.

The company plans to bring in the rest of its brands, such as Hanes' her Way, Champion, Playtex, Dim and WonderBra.

WorldSpace gains popularity
Worldspace Satellite Radio was recently in Mumbai. The product is priced at Rs3,790 for a radio receiver and Rs1,800 as annual subscription fee.

Worldspace Satellite Radio has achieved a subscription base of 60,000 on an all-India basis.

The product has pluses like outstanding sound quality, a strong focus on music genres and an in-depth exploration of music an the fact that it comes uncluttered with advertisements.

WorldSpace is now extending its services to Chandigarh, Ahmedabad, Kochi, Pune and Kolkata.

WorldSpace Satellite Radio offers 39 radio stations as part of its bouquet, offering different kinds of music, in addition to news, sports and general information.

Compiled by Mohini Bhatnagar

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