Marketing review news
01 December 2005

Air Arabia offers affordable travel
To make travel more affordable Air Arabia has undertaken cost cutting measures like doing away with glossy tickets, that add to the cost and issuing e tickets and eliminating computerised reservation system that saves on processing systems.

Other cost saving measures taken up by the airline include maintenance of one type aircraft which helps in reducing expenditure on flight crew training, maintenance and spare parts. Air Arabia also offers no free food on board but offers a wide choice to select unlike other airlines.

The airline claims to be the first low-fare international airline in India.

As a result of these measures, the Sharjah Government-owned airline offers tickets at as low as Rs2,400 on the Nagpur-Sharjah sector with the highest tarriff being in the range of Rs4,500 -
Rs5,000 on the sector, according to the season.

The airline said it would offer the same tariff on the Hyderabad-Sharjah sector too if it got permission to fly from there.

KBC only on Friday-Saturday
The Amitabh Bachchan-anchored show Kaun Banega Crorepati being aired thrice a week till now will be aired only on Friday and Saturday.

Sameer Nair, chief operating officer of Star India, said if the tri-weekly schedule was to continue, the pre-recorded episodes of KBC-2 would have lasted till December 23, but with the rescheduled programme, the show will continue till January 7.

KBC-2 will now be aired on Friday and Saturday while the Sunday slot will feature a serial on Sai Baba.

SpiceJet cuts fuel surcharge by 50 per cent
SpiceJet has announced a 50-per cent reduction in fuel surcharge as the price of aviation turbine fuel (ATF) has dropped in the Indian market by more than Rs4,000 per kilolitre.

The surcharge has come down by Rs200 on the long haul sectors and by Rs100 on the short-haul sectors. A passenger travelling on a long haul flight will now only pay a surcharge of Rs200 against Rs400 charged earlier, while a short haul passenger will pay a surcharge of only Rs100 against Rs200 being charged earlier," said Siddhanta Sharma, the chief executive officer of the airline.

The reduction in fuel surcharge will be available to passengers making their booking after mid-night from December 2.

Other domestic airlines including Air Sahara and Indian Airlines, however, are yet to take a firm decision on lowering fares.

Heinz India in distribution pact with Dilmah tea
Heinz India, that markets brands like Complan, Glucon-D and Nycil Powder in India is partnering with MJF Teas of Sri Lanka for the sales and distribution of premium tea under the brand name `Dilmah' in India.

In phase I, Heinz will leverage its nationwide distribution network to market `Dilmah' tea across 15 major cities of India and will gradually expand into tier II cities. The company will distribute and promote a wide variety of flavoured and speciality Dilmah teas, including the Dilmah Raga range, which has been specifically developed for the Indian palate.

This new venture between Heinz and MJF Teas will market and distribute premium fine teas such as Pure Ceylon Tea, English Breakfast Tea, Earl Grey, Dilmah Gourmet and other flavours.

O2 launches multimedia PDA phone Xda Atom
New Delhi:
Cellular handset maker O2 has launched what it claims to be the world's smallest multimedia PDA-phone' Xda Atom in India. The handset comes with multiple features specially designed to suit the requirements of professionals.

The portable powerhouse works on Windows Mobile 5.0 operating system and offers a range of services such as music, audiobooks, videos and camera. The handset is priced at
Rs38,888 and enables high-speed data connectivity.

The phone can help view PowerPoint files, create tables and charts using Word and Excel and also access e-mail accounts while on the move.

HLL to introduce specialist skincare products
HLL is planning to extend iots Pond's brand into new areas of facial care and is exploring options of bringing in its international range of products for skin lightening and anti-aging.

The company says the skin care segment offers huge opportunities. Globally, Pond's has a host of products in the skin lightening and anti-aging segments.

Recently, Pond's introduced the `oil control' talc and cream products. The oil control variant has also been added to its moisturising cold cream and body lotion range. This variant has been launched specifically for the Indian market. Moving away from the perception of being a winter-care brand, Pond's has of late been positioned as an all-purpose skincare brand. The reason behind launching its oil control range is to enable consumers to use the brand during summer.

HLL has been exploring the oil control category for its other winter care brand Pears. The glycerine brand known for its mild properties has two new variants on the germ shield and oil control platform.

Its other skincare brand, Vaseline is positioned on the healthcare platform with a body lotion and a petroleum jelly cream. The brand's range was expanded to talcum powder, but was later withdrawn. A seasonal brand, unlike Pond's, Vaseline also has a foot care cream, which has remained a niche product with limited demand during winter.

HLL's fairness cream brand Fair & Lovely is also being expanded into new segments and may be extended into the men's fairness cream category.

Star Gold to premiere Sahara One films
Star India has tied up with Sahara One Motion Pictures whereby 64 films produced by the latter would be premiered on Star Gold channel within the next one year. About 12-15 of these movies would be telecast on Star Gold in December 2005 as part of the channel's Super Six initiative.

Star Gold is also in talks with other production houses with a view to premiering movies produced by them on Star Gold.

Godrej to re-launch tea biz under single brand
Godrej Foods will now sell tea under a single brand Godrej Tea and will phase out its existing tea brands — Noble House and Chai House.

Godrej Tea, part of the Rs5,500-crore Godrej Group, will first enter northern markets, like UP and Uttaranchal, followed by the rest of the Indian markets.

Godrej Tea is offering a strong innovative blend of tea with Kadak Booster Leaves — with its unique quality `Kadva Nahin Kadak Tea'.

Godrej Tea will be supported by the marketing and distribution tie-up with Jyothy Laboratories to ensure that the product reaches consumers through over one million outlets across the country in the shortest time with retailers being regularly serviced with fresh tea.

As part of the tie up with Jyothy Laboratories Godrej Tea will begin by offering an introductory offer of two free Ujala Supreme 30ml bottles on the purchase of 250gms of Godrej Tea pack. Godrej Tea will be available in 250grams poly (MRP Rs44) and carton packs (MRP Rs47).

It will also be available in low unit outlay packs of Rs5 and Rs10 to service consumers in smaller towns and rural areas to experience its unique blend of tea, through its tie-up with Jyothy Laboratories.

Compiled by Mohini Bhatnagar

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