Fusion launches new campaign for Ford Fusion
Chennai: Ford has released a new campaign for its
urban activity vehicle Fusion. According to the company
the no-nonsense campaign underscores the practicality
of the `no nonsense' Ford Fusion.
company has come out with TV ads that feature ad men
excitedly discussing the thrills they can put into the
ad, only to have their enthusiasm quelled when they
are told what's required is a no-nonsense campaign shorn
of shapely women, celebrity ambassadors, vrooming vehicles,
throbbing music and exotic locales.
company feels that the `no-nonsense' theme has long-term
value. The car's features are in focus in the ad - it
has manoeuvrability, may look small but has spacious
interiors, extremely good torque for city driving and
a 15-inch wheel-base to avoid potholes.
Ford Fusion, which is slotted in the premium hatchback
segment, was launched in 2004 but recently underwent
a makeover, for which this campaign was launched.
plans Rs 5-crore campaign for No Marks cream
New Delhi: Ozone Ayurvedics plans to launch a pan
India campaign to reposition its No Marks cream as a
specialist in the anti-mark creams segment. The company
says it launched the campaign to not only make people
more aware of the brand, but also clear the misconception
of No Marks being a fairness cream that also removes
says No Marks is a cream that is a specialist in reducing
and removing marks from the skin. The message has been
given through a campaign themed kuch ho sakta hai in
which the company has used the scepticism that most
people have towards such products into making them aware
of its proven results.
campaign would include various other methods to reach
out to consumers, like `question and answers' in the
print media and beauty suggestions by specialists in
the retail outlets and also assessing the brand through
consumer feedback. The company is also looking at changing
the packaging of the cream to be in tune with the campaign.
company is also planning to increase its retail presence
from the current 3-lakh outlets to 4 lakh by the end
of the current fiscal. Besides this, the company is
also planning to foray into the anti-ageing segment,
under the No Marks brand that already has a face wash,
scrub soap, elbow cream and sunscreen lotion in its
Mirchi hikes spot rates
Radio Mirchi has announced an increase in spot rates
ranging from 10-25 per cent for all its stations.
Mirchi has said that while the prices for the seven
older stations including those at Mumbai, Delhi, Chennai
and Kolkata have gone up by 25 per cent, the prices
for the newly launched stations have been increased
by 10 per cent from the introductory price announced
in April. The statement adds that during April-June,
its revenues grew by 63 per cent compared.
considers brand in-licensing
AstraZeneca is hiking its Indian inorganic growth agenda
and moving towards brand in-licensing. The mandate is
to in-license (or take over the marketing of) 3-4 brands
from fellow MNCs in therapies relevant to its own areas.
AstraZeneca is also open to taking on new but allied
products, which would lead it to having access to new
customers. The company is trying to do two things -
in-license a cluster of India-specific brands from MNCs
as it continues to aggressively pursue (brand) acquisitions
that strategically fit into its portfolio.
NY Life's new products
Max New York Life has launched the Max Mangal Endowment
Plan and Max Vriksha Money Back Plan. These products,
aimed at the semi-urban market, are simple, affordable
and provide customers with dual benefits of protection
and long-term savings.
India makes changes in retailing strategy
Goodyear India has decided to change its retailing strategy
for its passenger car tyres in the Indian market. The
company plans to adopt `shop-in-shop' retail format
to consolidate presence in the replacement market away
from the exclusive store format it had earlier.
start with, the company would set up 50 shop-in-shop
format branded stores by 2006-end and at least 250 more
by end-2008. The company says it will invest Rs50 crore
for setting up the 300 shop-in-shop retail outlets.
The first six such stores would be rolled out in Chennai
on August 24, followed by 12-15 in the North, South
and West and 3-5 in the East.
does not use the shop-in-shop format in the Americas,
where exclusive stores continue to be the preferred
retailing format for the tyre major.
the new shop-in-shop format, Goodyear tyres would be
available in a specially designed outlet that would
be located within a multi-brand outlet of a tyre retailer.
All the new shop-in-shop outlets of Goodyear would be
air-conditioned, have international look-and-feel interiors
and attractive range-based display, utilise computerised
software for easy access to tyre information and carry
prominent branding. Goodyear's space in the store-in-store
format would vary in size between 400 and 900 sq ft.
India has also entered into tie-ups with other brands
for providing car care products including car perfume
and tyre shine under the same roof.
to choose `Superbrands'
Superbrands India, the Indian arm of the global brand-mapping
organisation, Superbrands, has made consumers responsible
for rating their own indigenous Superbrands across 169
categories. According to the organisation, "Consumers
have never been involved in the selection process across
the world. It is for the first time that the organisation
has decided to involve consumers in India to rate their
own indigenous Superbrands, across 169 categories for
the second edition of `Consumer Superbrands' due to
hit stands by the end of this year.
Neilson, the market research company, would verify the
ratings by the consumers before the special 12-member
jury panel takes over the proceedings to give the final
verdict. The jury panel consists of eminent personalities
from the marketing world as well as from the media.
organisation plans to follow the procedure of survival
of the fittest, where the brands are subject to elimination
right from the first round where the consumers play
a vital role. Any brand that scores less than 6.5 on
a scale of 10 on any brand or gets less than 50 respondents
gets eliminated right in the first round. In the second
round, the jury ranks the brands and those scoring less
than 6.5 on a scale of 10 are ousted. Besides this,
the panel is also not allowed to rank brands that belong
to their own stable.
the procedure only 200 brands survived this round of
scrutiny and many categories were totally wiped out.
Superbrands has sent out invitations to the owners of
the chosen brands. Companies have to pay a fee of Rs5.5
lakh to participate in the final round.
like Cadbury Dairy Milk, Hutch and Shoppers' Stop, among
others have featured in the final list this year too,
brands such as Dhara, Cinthol and Air Sahara failed
to hold their ground in the selection process. Among
the several new entries are Park Avenue, Real Juices,
NDTV and Yellow Pages.
Post heats up courier space
The Department of Posts has brought down Speed Post
tariffs of letters weighing up to 50gm by 50 per cent.
Under the new scheme, consumers can send a letter weighing
not more than 50 gm to anywhere in the country for Rs25.
Until now, the postal department charged a flat rate
of Rs50 for any letter up to 200gm. The move is part
of the `One India One Rate - Speed Post' plan announced
by Dayanidhi Maran, minister of communications and information
cut by DoP may give private courier companies such as
BlazeFlash, DTDC and XPS a run for their money. To implement
the new scheme, India Post has introduced a new slab
of 50gm while most courier companies have 200gm as the
minimum. The rate is inclusive of service tax and educational
cess, irrespective of the distance involved.
plans to enter used car business
General Motors India has decided to venture into the
used car business. The company will enter the used car
market early next year. The company is yet to give a
name to the new business as plans are still in progress.
GM dealers in India are Automart India dealers, too.
They know the workings of the used car business and
necessary training will be imparted so that they are
able to forge ahead in this business in the shortest
is following in the footsteps of Toyota Kirloskar, Hyundai
and Tata Motors, which recently decided to foray into
the used car business.
has been in the market since 1996 when the first offering,
the Opel Astra, was launched in India. The company has
offered several variants of Opel and Chevrolet models,
which could be up for grabs in the used car market.
order to retain existing GM customers, the company has
introduced a loyalty package for customers who wish
to trade their existing models for an Aveo, SR-V, Tavera
or Optra, under which the owners will get Rs20,000,
Rs10,000, Rs10,000 and Rs20,000 respectively. This scheme
is available across all authorised dealers nationwide.
to industry experts, the used car business is at least
twice as big as new cars and is largely an unorganised
Money signs up M S Dhoni as brand ambassador
GE Money India, the consumer finance unit of the General
Electric Company (GE), has signed up cricketer Mahendra
Singh Dhoni, as its first-ever brand ambassador for
India. According to the company the partnership with
Dhoni will help GE Money form a connect with its customers,
many of whom are as passionate about cricket as they
are about getting the best value for their money for
their financial needs.
GE Money India has also announced the launch of a promotional
campaign titled `Return of the EMI', which is open to
all GE Money customers who take loans during the period
starting August 19 to October 30, for an amount ranging
from Rs10,000 to Rs100,000 against a personal loan /
loan against property and home loan.
to retail Spices Board's `Flavourit' brand
The Spices Board, which exports the "Flavourit"
brand of spices to boost high quality Indian spices
in the world markets, is reworking its prices for marketing
the products by the National Diary Development Board
(NDDB) in the domestic market. The NDDB has suggested
to the Spices Board that it bring down the prices which
are on the on the higher side. The Spices Board countered
stating that the prices fixed by the Board included
the courier / postal charges as it was being sent directly
to the consumer.
Spices Board had launched these products in the US last
year targeting a large number of high income-Indo-American
families in Silicon Valley, California. The response
has been encouraging so far.
products launched were - four types of assorted spice
box each containing four different spices, 17 different
organic spices and spice products consisting of whole
spices, ground spices, tamarind paste packed in pet
jars, eight different items of curry paste, curry masala
and curry powder packed in bottles / tins, eight different
organic spice flavoured organic tea bags (sting and
tag), vanilla extract (SFE) of two different concentration
packed in 15ml and 16ml bottles, 250gm packs of AGEB
cardamom, 250gm packs of black pepper, both MG-1 and
TGEB grades and Gourmet quality vanilla beans in 100gm
and 25gm packs. The Spices Board has promoted the brand
and also assures its quality.
launches Gladiator Challenge
Yamaha Motor has organised a daylong event called the
`Gladiator Ride Tech Challenge' for two-wheeler owners.
part of this, the company is offering vehicle owners
the opportunity to test and prove their riding skills
on a specially created track at the Exhibition Grounds.
Designed to cover diverse road conditions, the track
comprises hair-pin bends, mud patches, dust stretches
and speed-breakers, along which contestants had to manoeuvre
the Yamaha Gladiator bike within the shortest time possible.
looks at bigger presence in mass jewellery market
Titan Industries is looking to increase its presence
in the mass jewellery market by extending its pilot
`GoldPlus' retail project, targeted at the semi-urban
buyer, to more tier-II towns in the country. At present
Titan has two GoldPlus stores in the country - in Erode,
Tamil Nadu and Ratlam, Madhya Pradesh.
company plans to open 10 more stores this fiscal year,
primarily in the South. Titan's jewellery brand Tanishq
has a more urban image, GoldPlus is present in non-Tanishq
markets, especially tier-II towns and will target the
investment-oriented customer; the jewellery will be
more traditional and have a local flavour. Titan Industries'
retail expansion plans also include adding 25-30 World
of Titan showrooms this fiscal. It plans to have over
100 Tanishq stores by the first
quarter of the next fiscal. Six large-format Tanishq
stores, extending over an area of 5,000 sq. ft, are
also planned for this fiscal year. Currently, there
are 193 World of Titan and 84 Tanishq stores across
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