to enter alcohol-based drinks
New Delhi: The Rs 300-crore herbal beauty care
and cosmetic major Ayur Herbal, is entering the alcohol-based
drinks segment which it might retail under a different
brand name. The group is also planning to invest in
a vodka manufacturing facility.
The Ayur group plans to use its expertise in the herbal
segment in the emerging white spirits market, which
has been growing at about 35 per cent in India during
the last three years.
plant and the beverage business will be under another
firm of the group.
to enter the eyewear segment
Titan Industries is planning to extend the brand Titan
to premium sunglasses with the introduction of Titan
Shades. This is the first time that the brand is being
extended outside the watch segment to sunglasses which
will directly compete with Ray Ban.
company is targeting the 25-45 year age bracket with
the product-line priced between Rs2,500 and Rs5,900.
company is already present in the sunglasses category
with the youth brand Fastrack, targeted at the 15-25
year-old group, and priced in the Rs700- Rs2,000 range.
However, while Fastrack has a funky positioning, entry
into Titan sunglasses is more serious business.
Shades will be pushed through multiple distribution
channels like World Of Titan exclusive showrooms, multi-brand
outlets and large department store chains like Shoppers'
Stop and Lifestyle.
seems buoyant about the sunglasses business with the
category reporting robust growth, as Fastrack sales,
for instance, is vaulting at nearly 100 per cent year-on-year.
plans retail expansion
Titan Industries is increasing focus on its precision
engineering business and is widening its retail footprint.
The company plans to spend about Rs28 crore this year
to expand its retail operations and another Rs10 crore
in its precision engineering business. Titan expects
its jewellery retail chain, Tanishq, to reach 100 stores
by the end of this year, from 83 stores spread across
The jewellery segment constituted about 53 per cent
of the company's sales in 2005-06.
company also plans to widen its diamond jewellery range
precision engineering business caters to the automobile
and aerospace industries in Europe and the US, which
require high accuracy components and systems, and Titan
is now also targeting the medical instrumentation space.
Disney launches merchandise
Walt Disney India has launched a range of merchandise
around its popular series Power Rangers, currently
on air in the Toon Disney channel. The merchandise includes
toys, books, clothes, rainwear and bed linen. The company
has also launched the latest season of the series, Power
Rangers SPD (Space Petrol Delta), along with which
there would be an entire gamut of activities such as
a new Power Rangers mobile game and a contest in association
with GlaxoSmithKline's energy drink, Boost.
contest would be promoted through a multimedia campaign.
For the merchandise, the company has partnered with
kids' merchandisers such as New Boy, for the action
figures; Weekender for outerwear and costumes; and Frank
Educational Aids, for the puzzles.
merchandise would be available not only at leading lifestyle
retail outlets, but also in small neighbourhood retail
Foi launches `job centres' in Mumbai
Chennai-based placement and human resources services
provider, Ma Foi Management Consultants, is now providing
job opportunities. The consulting firm has opened up
job centres in Mumbai that would offer job opportunities
to candidates at convenient locations and in their immediate
Foi has launched seven job centres in Mumbai and will
establish a total of 25 by the year-end. The model would
be replicated in Chennai, Bangalore, Delhi and Pune.
Candidates with experience and background in call centre,
financial services, retail, FMCG (fast moving consumer
goods) and business process outsourcing, can register
at these job centres.
the job centres would be connected through broadband,
and (SMS) short messaging service and IVRS (interactive
voice response system) facilities are provided at centres
to increase efficiency. The company has put up its own
centre, and is open to having business partners to run
the centres, which would also do counselling. The candidates
would not have to pay any registration fee and Ma Foi
would charge only the companies.
uses 'life stage' marketing techniques
Whirlpool of India is using 'life stage' marketing to
focus on target audiences. According to the company
home appliances are not impulse products, and are not
related to age, time, or season but it is at certain
stages of life that people consider buying home appliances.
relocation to another city, arrival of babies and buying
own house or renovating it are some of the situations
that make consumers buy home appliances. When women
marry, and more so if they are working, there is a pressure
to keep up a lifestyle that does not rock the boat getting
the cooking done, clothes washed, ensuring a hot meal
at dinner, minimising dependence on erratic domestic
help and, in addition to all this, getting to work on
time and being successful at the job is big motivation
for people to consider buying home appliances.
to Jain research based on NRS 2005 data has shown that
even if 33 per cent of the 2.6 million unmarried women
aged 20-24 years in the SEC A and B markets buy a refrigerator
within their next birthday, it would account for 25
per cent of the 3.5-million unit refrigerator market.
A refrigerator is one of the first few buys a family
makes. Typically, marketers categorise consumers of
fast moving consumer goods and consumer durables by
social class, income, age and gender.
discovering 'life stage' triggers help to identify who
among these is more likely to buy an appliance. Life
stage marketing also makes for efficient use of marketing
spends. It also implies greater use of direct marketing.
Whirlpool has tied up with a matrimonial Web site as
one of several home appliances providers to market its
wares. To get brides and grooms buying, a honeymoon
incentive has been thrown in.
commissioned detailed market research among 100 homemakers
and their spouses across various SECs in the metros
and Agra, Ahmedabad, Kanpur and Jalandhar. The India
arm is the first in the Whirlpool group of companies
to undertake life stage marketing and probably the first
among other companies in India as well.
Beckham to be Motorola's brand ambassador
Motorola has signed up the hot football icon David Beckham
as its brand ambassador for three years. The three-year
collaboration with David Beckham will kick-off with
major activities across Asia including advertising appearances
and extensive retail promotions rolled out across the
network of Motorola stores and distributors throughout
the region. The deal also includes the ability to embed
exclusive Beckham content such as screen savers
and video clips of the star in action in Motorola
will commence his brand ambassador role with immediate
effect and will be seen exclusively carrying Motorola
products during the upcoming World Cup campaign.
will also be supporting important Motorola initiatives
including the newly launched (MOTO) mobile phone created
to help eliminate AIDS in Africa. Beckham will signal
his public support for this campaign, in addition to
his ongoing UNICEF activities, to encourage his numerous
fans to make a difference and help in the fight to combat
to create ripples in Indian juice market
Jumpin, the fruit juice brand from the Godrej Beverages
& Foods (GBFL) stable is revitalizing its brand
profile with an innovative and fresh integrated marketing
communication (IMC) plan to tap the rapidly growing
juice market in India. It has launched a new advertising
campaign that revolves around the Jumpin brand and emphasizes
a strong association with the fun element of life. "Jumpin.
Sip Sip mein BOING," is the tag line for the campaign
based on a specially conceptualised sound property called
advertising campaign is supported by a new package design
targeting children in the age group of 5-12 years. Jumpin
will be available for the first time in PET bottle sizes
of 500 ml and 1.5 litres all over India. The new range
of Jumpin is priced at Rs. 10 for 200 ml Tetrapack,
Rs. 20 for 500 ml, Rs. 35 for 1 litre and Rs.45 for
1.5 litre PET bottles.
company is also bringing the Jumpin experience to children
by creating a Jumpin Measure Your BOING contest in all
the leading malls in the country as part of the ground
promotion strategy. Sampling and distribution is another
approach planned for visibility and branding among the target
audience. Godrej Jumpin ready to drink Fruit Drink is
available in convenient and hygienic 200ml tetra packs
along with 500ml, 1000ml and 1500ml PET bottles.
is currently available in Mango, Apple and Pineapple
also see : List
of marketing review