Marketing review

Intel unveils `Ruggedised' PC platform for rural India
In a bid to take computers to rural India, global chip major Intel has launched a new personal computer platform, branded 'Ruggedised' as it is designed to withstand adverse weather conditions including heat, dust and humidity and run on alternate power sources, including a car battery. Based on the platform design, the Ruggedised PCs would be manufactured by original equipment manufacturers (OEMs) like HCL Infosystems and Wipro.

Company officials said the PC platform design has been created in India, in collaboration with other Intel worldwide centres, and the company plans to take it to other countries too. This Intel-powered PC platform — which includes microprocessors, motherboard and software — is equipped to operate in a community setting.

Intel's solution partners for the initiative include NIIT, Microsoft, TCS and Red Hat among others. Although Intel said the OEM vendors would finalise the price of the product in due course, sources said the community PC range may be priced between Rs 20,000 and Rs 30,000.

The PC can operate on an alternative power source such as the car battery under disruptive power environments, and can function in hot and dusty environments. It has a removable dust filter and an integrated air fan to regulate the temperature of the motherboard. The chassis is designed to keep the motherboard cool at temperatures as high as 45 degree Celsius, and resistant to humidity levels of 70-85 RH (relative humidity).

The total power consumption of all the peripherals is less than 100 watts. The platform comes installed with a certificate-based access, allowing banks to verify the validity of installment payments against the purchase of the PC.

Heinz launches chutney variants
Heinz India has launched two new flavours — Chatpata Tomato Chutney and Chatakdar Coriander Mint Chutney, in the Mumbai and Delhi markets. Sporting the tagline, `Chatakdar swaad aisa, ghar ki chutney jaisa', Heinz has positioned its ethnic range as `Home Style Sauces' to accompany meals and snacks such as samosas, idlis, pakoras, cutlets and even parathas. The company claims to be the first to launch branded coriander chutney.

Apart from the main tomato variant, Heinz currently manufactures a vitamins-enriched sauce for kids (Heinz Champ) and a chilli variant, imported from its subsidiary in Thailand.

UB revamps brand portfolio
United Breweries (UB) has revamped its brand portfolio by pulling out a few brands from certain markets and at the same time repositioning a few others. According to the company the revamp was done after it found that a few brands were cannibalising the market for others. UB pulled out Sandpiper beer out of certain markets while retaining it in Kerala and Andhra Pradesh. In the case of Zingaro beer also, the brand has been strategically withdrawn from a few markets and at the same time its presence strengthened where it had a larger market share. UB has two major brands, Kingfisher and Kingfisher Strong in its portfolio while two others are multi-state — Zingaro and Sandpiper. There are also over a dozen brands, which are region-specific. The company is also driving better synergies on the manufacturing front to ensure that the quality of beer is consistent in all the markets.

Modi Revlon launches skincare cosmetics range
Modi Revlon has launched its skincare range 'Reveal.' The range comprises nine products priced in the Rs300-Rs750 range and targeted at women over 30. The company is targeting a 20 per cent share of the Rs70-crore premium cosmetics market, which comprises around 4 per cent of entire skincare industry by 2007.
The skin care segment for the company sales is growing at 27 per cent annually.

The Rs1,500-crore skincare industry in India is growing at eight per cent per annum and anti-ageing products account for 25-30 per cent of the total market.

Sony launches new brand of SLR cameras
Sony Corporation has launched a new brand "alpha" for its digital Single Lens Reflex (SLR) cameras.

Under the brand the company would "aggressively produce a range of camera models." The "alpha" brand would converge mechatronics technologies for digital SLR cameras.

The new brand would enable the company to introduce new digital SLR cameras compatible with the "Maxxum / Dynax lens mount system", a company release stated.

Dhoni to endorse Sonata watches
Sonata has roped in Mahendra Singh Dhoni as its brand ambassador. The cricketer will be endorsing the Sonata range of watches for the next two years.

According to the company Dhoni presents the right fit for Sonata in terms of achievement and attitude, as both embody reliability and both have the ability to make a unique impression, making this an ideal partnership.

Sonata is positioned as a brand for those who want to make a unique impression.

Dhoni will play a key role in the brand and product communication on television as well as in print and outdoor media. He will also feature in various promotions and merchandise that have been planned for it.

Ganjam positioned as premium jewellery brand
Bangalore-based jewellery brand Ganjam has initiated an international marketing and advertising campaign to position itself as a premium Indian luxury brand. Also, the company, which till now had a retail presence only in Bangalore, has opened its second boutique at the Taj Mahal Hotel in Mumbai and is also looking at setting up boutiques in other Indian cities and also in overseas markets. The company plans to set up at least five boutiques in the next two years in Delhi, Chennai and Goa and a boutique either in Milan or in New York.

In keeping with its new positioning as a luxury brand, the company would also set up its boutiques only in premium hotels.

Samsung launches new range of refrigerators
Samsung India has launched a range of 10 new refrigerators and six microwave ovens. The refrigerator range includes new models in `Side-by-Side' refrigerators that employed patented technology of twin cooling system. It uses two different evaporators and fans to supply cool air to refrigeration compartment and the freezer.

Samsung now offers 27 frost-free refrigerators, priced in the range of Rs12,500 to Rs1, 35, 000, and 14 models of microwave ovens costing between Rs4,790 and Rs17,990.

The company has chalked out plans of reaching more tier-II cities and would showcase its products in 135 cities this year against 120 last year. South India has emerged as a key contributor to the company's overall revenues and contributes 31 per cent of revenues against 24 per cent last year, which equals the contribution from the Northern States. In a bid to cash in on the growing interest in the South, the company has lined up 11 `Dream Home' roadshows in the region this year. The number of `brand shops' would go up by 30 per cent from 82 currently.

The company, which registered a turnover of Rs 150 crore in 1996, had crossed the $1-billion mark this year.