Marketing review news
02 March 2006

Tata Indicom launches Walky with FM
Tata Teleservices has launched Tata Indicom Walky, its fixed wireless service, with FM radio facility. The product is targeted at housewives, shopkeepers and young people.

A spokesman of the company said the facility would be available on Axesstel P380 instrument, and is priced at Rs1,999 with no extra charges for FM.

Go Air ups the ante in low cost air travel
Based low-cost airline Go Air is offering an open challenge to customers to find lower fares than those offered by it. Go Air, promoted by the Wadia group, is the smallest of the three and operates with three Airbus 320 aircraft. The airline has been offering 10,000 free tickets every month in the four months since its launch. All three low cost airlines operating in the country namely, SpiceJet, Air Deccan and Go Air, are making claims to be the cheapest and are battling to woo the railway passenger.

Good Knight races ahead of Mortein in villages
Good Knight mosquito repellant brand of Godrej Sara Lee is ahead of market leader Mortein in the rural markets.
The company says that latest figures show that GSL coils lead the sector with a market share of 33.2 per cent (in value) in the rural markets. Mortein of Reckitt Benckiser, the market leader so far now has a value share of 27 per cent.

GoodKnight's success has been largely due to the launch of a new product the mini jumbo coils which offer higher value at a particular price point and goes down well with value for money conscious consumers says the company.

Apart from this category innovation like introducing the Good Knight electric Gel, which served as a substitute for mats at a lower cost have helped the company do better.

At an all India level, Mortein Coils is still the market leader with 35.6 per cent market share. This is marginally higher than Good Knight's 35.5 per cent.

The market for mosquito coils in India, pegged at about Rs650 crore, has been growing at about 10 per cent on a year on year basis.

Dyeing to revive shirt brand Vivaldi
Bombay Dyeing is reviving Vivaldi its shirt brand. The company had sold the brand to Proline when it acquired a 51-per cent stake in the casualwear and sportswear company. It now intends to resurrect the brand with the help of Proline.

The company has roped in film actor John Abraham as the brand ambassador for its suiting and shirting range the company would get him to endorse Vivaldi too.

At present, Vivaldi is sold through Bombay Dyeing's stores in a limited way and with the re-launch it would have an added retail visibility at the Proline stores as well.

Vivaldi is positioned at the bottom end of the men's ready-made shirts market and competes against the Madura Garment's shirt brand, Peter England.

Bombay Dyeing is also trying to revive its suiting and shirting range.

Philips develops `efficient' stove
Philips India's research division has developed a woodstove that uses conventional energy efficiently to reduce smoke and toxic emissions, which causes about 1.6 million deaths a year. About 300 million families in the world's poorest regions could benefit from the innovation, which saves fuel consumption by 80 per cent.

The stove also claims to reduce indoor pollution caused by smoke up to 90 per cent and organic volatile emissions up to 99 per cent of the level of traditional cooking fires. An electronically-controlled fan forces air through the stove, leading to higher temperatures and a better fuel-to-air ratio helps in cleaner burning and more efficient use of fuel. A thermoelectric generator using the heat from the burning wood generates electricity for the fan.

Apart from removing dependence on electricity supplies, the generator can also power external equipment like radios or light bulbs.

Philips Research has optimised the construction of the stove for low-thermal mass and good insulation.

Tata Motors showcases Cliffrider at Geneva show
Tata Motors has unveiled a new multi-utility lifestyle concept vehicle called the `Cliffrider' at the Geneva Auto Show.

Designed to look like a cross between a pick-up truck and a family van Tata's new concept vehicle is based on another concept - the Tata Crossover (Xover) — that was originally showcased at last year's show.

The company has defined the new concept vehicle as sporting a dynamic package that combines lifestyle and sporty usage with the practical functionality of a pick-up truck. It is meant to showcase Tata Motors' vision of how a utility vehicle could evolve in the future, by offering multiple usages and multiple-terrain capabilities.

The Cliffrider was designed and prototyped by Idea of Italy, the same design house that co-developed the Indica, Tata Motors' popular small car.

Earlier Tata Motors has displayed concept vehicles such as the Aria, the Indigo Marina and the Xover.

Reiterating that the company has a roadmap for other concept vehicles also, Ravi Kant managing director Tata Motors said the first of the newer concepts to make to production would be the Xover, a mix between a family tourer and a sports utility vehicle.

The Xover is likely to be productionised by 2009 and the company is currently evaluating its commercial feasibility.

MS launches multi-language software
Microsoft has launched its multi-language `Windows XP Starter Edition for India' with English and local language computing interface.

HCL now plans to launch desktop PCs equipped with the new Windows XP Starter Edition and Microsoft's entry-level productivity applications suite Works 8. The offerings would be available on equated monthly instalments (EMI) starting Rs 399.

Abhishek to endorse LG products
New Delhi:
LG Electronics has roped in actor Abhishek Bachchan to promote its home appliances range. The company has signed the contract with the actor for two years, during which the star will endorse the entire range of home appliances of the company.

The decision is part of LG's strategy for 2006, wherein the company would give the home appliance division a new identity. The company plans to utilise this association for various communication channels such as print and television ads, outdoor publicity and road shows among others.

Wipro bets on wellness segment to grow foods biz
Wipro Consumer Care and Lighting is expanding its basket of food brands, and is expected to cross a turnover of Rs10 crore this year for its foods category.

The company has launched its honey in lemon and ginger variants and is now planning to introduce more products.

The company said it is looking at all aspects in the wellness segment and would consider launching dietary and health supplements.

The company recently acquired the Glucovita brand from HLL and is expanding its own food brand, Wipro Sanjeevani, with more products.

In fact, Wipro intends keeping its acquired brands as stand-alone brands in its kitty while it would continue to expand its umbrella brand of Wipro Sanjeevani, which includes Isabgol and honey variants.

Besides it also continues to treat its age-old vanaspati brand — Wipro Sunflower as a stand-alone brand.

According to an executive, "In spite of vanaspati being a flat category, we have no intentions of getting rid of the vanaspati brand. The brand will continue but with focussed distribution in certain States.''

Wipro Eyes niche segments

Meanwhile Wipro intends to capitalise on the growing and niche segments in the foods business.

Having entered the honey category, it intends differentiating itself from the rest with its variants. Besides, it is also hoping to ride its new products on the existing distribution network for its babycare and soaps franchise.

"Today we already have a sizeable distribution network of groceries and chemists. For the rest of our products and our new products will be riding on this chain.''

At the same time, innovation will be the key to the sustenance of its food products. For instance, for its Isabgol, the R&D department at Wipro is exploring options of stretching the product to use it as a base for more product forms.

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