repositioning of MTV
Music Television (MTV) has finally decided to move slightly
away from what its name stands for - Music.
a repositioning exercise after 10 years, the channel''s
slogan ''Music Masti Enjoy!'' will now make way for
''My MTV'' - a more personalised, ''cool'' channel that spills
over onto other platforms.
to Ashish Patil, vice president, creative and content,
there has been a substantial and fundamental consumer
shift, with research on redefining ''cool'' having thrown
up three key insights.
says Patil, a huge Bollywood fan himself, is the shift
best described by who he calls a "very influential
philosopher" Abhishek Bachchan who
once said, "It''s Bunty and Bubbly''s jugadoo philosophy;
they can''t wait for the next TV episode of Prison Break
or Lost, they''ll download it."
second insight is: Rebellion or sticking out is no longer
cool. The need to belong drives MTV''s consumers to communities
like Facebook and Orkut.
finally, says Patil, once again referring to Bollywood,
"It''s not about loving your family but loving yourself."
is also making itself present on other platforms, to take
music beyond television. The plans now cover three screens
- the computer, the mobile and the TV. The channel is
reasserting youth connect, which comprises a fickle and
painful to please audience of young people. The immediate
challenge for MTV is to get back its audience, which is
potentially spending more time in front of the computer
rather than watching MTV. To do that, music will now have
to make room for programmes on careers, dating, gaming
MTV will be a lot more personalised, reflecting the consumer''s
need for individualisation.
Hut focuses on developing restaurant outlets
New Delhi: Pizza Hut, the flagship brand of quick
service restaurant (QSR) company Yum! Restaurant International,
has announced that its restaurant outlets will be the
focus area, which will drive growth in India, as this
is an area where competition is starting to heat up.
to Niren Chaudhary, managing director, Indian subcontinent,
Yum! Restaurants International, "Our strategy for
Pizza Hut is to make it a ''treat you can''t beat''".
achieve that, Pizza Hut aims to position itself as a brand
that not only provides tasty food, but also an exceptional
entertaining experience at its outlets. This strategy
is likely to form the USP for the company''s forthcoming
brands as well.
India rolls out new marketing campaign
Mumbai: Goodyear India has embarked on a new marketing
campaign, which focuses primarily on the customer. The
company has plans to set up 250 international format shop-in-shop
outlets by the end of next year, which would be air-conditioned
outlets having an international look-and-feel and attractive
range-based display. These would use computerised software
for easy access to tyre information, and carry striking
size of the store-in-store format will vary between 400-900
square feet, and will be standalone Goodyear retail outlets
aimed sustaining and building strong customer loyalty.
company has also set up a 24-hour call centre to manage
complaints, queries, suggestions and feedback on tyres,
under the name "Goodyear Wheel Assist". This
phone line will provide customers with information on
dealer contacts, tyre range and prices and current schemes.
an educational drive for women with valid driving licences,
the company aims to offer free tyre check-ups, tips on
balancing, alignment and guidance on tyre maintenance
in cities such as Mumbai, Delhi, Pune, Bangalore, Chennai
is also about to set up a Goodyear online club called
''Goodyear My Turf'', aimed at catering to elite Goodyear
customers, and comprising blogs and interactive content
to build the Goodyear brand.
slew of marketing initiatives by the company forms part
of the ''Take the winning turn'' marketing campaign.
gets a makeover
Ahmedabad: Reliance Industries Ltd (RIL) is reportedly
planning a countrywide re-launch of its textile brand
Vimal, this festive season beginning September-October.
Including fabric and home furnishings, the company is
also reportedly keen on the option of launching readymade
garments via outsourcing as part of the bouquet.
to sources, RIL began preparations for the Vimal re-launch
in January 2007, and is reportedly pumping in about Rs20-25
crore into an aggressive brand-building exercise, designed
to bring back into reckoning what was once one of country''s
well-known fabric brands.
Vimal brand began with sarees in the ''70s, and grew to
include men''s suitings in the ''80s, followed by home furnishings
under the Harmony brand thereafter. The re-launch is expected
to infuse new life into the textile unit that has been
virtually dormant for over five years largely on account
of the company''s focus on other businesses.
its entry into modern retail formats, Reliance sees great
potential in reviving Vimal to leverage synergies between
its oldest and newest businesses. The existing 20-odd
exclusive Vimal outlets across the country would also
get a fresh look as part of the re-launch, and new outlets
could possibly be embedded into the Reliance Mart format.
to tap corporate gifts business
Bangalore: Gifts and greeting cards company Archies
Ltd is strengthening its corporate gifts business to cater
to high-end customers in the segment.
Giftworks, Archies plans to tap the corporate gifting
business, which is largely unorganised in the country,
within the next few months. The company recently launched
a separate division for the business, and is expecting
three per cent of its turnover to come from the corporate
aims to serve the high quality, niche gifts business in
the country, offering over 100 products sourced from across
the world. The price ranges between Rs200 and Rs12,000
per product, with the product line covering golf-related
products, wine sets, bottle holders and candle lights,
which are the most popular gift items presently.
Weddings: Hyderabad Marriott promotes ''one-stop wedding''
Hyderabad: The Hyderabad Marriott is planning an aggressive
promotion of the concept of ''one-stop wedding'' solutions.
the concept has been well received, and received an overwhelming
response from people and the local business community
in Hyderabad. The hotel now plans to conduct wedding expos,
similar to the Hyderabad Wedding Expo 2007, during all
weddings seasons of the year. The objective of the expo
was to provide an opportunity to people to evaluate their
various needs pertaining to marriages.
to the hotel, around 65 business houses have approached
it to be part of the wedding expo. The Marriott is also
offering wedding planners.
hotel id reported to have fixed a charge of Rs965 per
head for wedding parties, including accommodation, and
the hotel chain is also looking at the possibility of
similar exhibitions by Marriott in other cities in India
sometime in the future.
local business houses put up stalls for pearls, jewellery,
saris, wedding trousseaus, mehendi, bridal make-up,
DJ and innovations. Also seen at the venue were good numbers
fashion show displayed designer collections in bridal
wear from Brisah and Mebaz. The response to this largely
unparalleled event was in excess of 5,000 visitors.
Cards expands its presence to 150 cities
New Delhi: SBI Cards, the joint venture between SBI
and GE Money, plans to increase its geographical presence
to 150 cities by end-March 2008, according to chief executive,
present in 110 cities and plans to add another 40 by the
end of the current financial year. SBI Cards had recently
entered Siliguri in the North-East, and is now looking
at expanding into Gangtok. Non-metro south and west have
proved to be good in terms of business.
SBI''s recent announcement to enter into merchant acquisition
business is also seen as a positive move, as less number
of terminals for card acceptance has been a challenge
for the credit card industry.
Cards is also seeking tie-ups with players in organised
retailing and health care industries, as card spends are
likely to rise.
Tea plans Russian JV, keen on US market
Kolkata: Tata Tea Ltd plans to set up a joint venture
company in Russia, and is keen to expand its share of
the US beverage market.
world''s second-largest branded tea company, Tata Tea has
seen an expansion of its overseas presence, by buying
herbal and fruit tea brands in the United States and Eastern
Europe, recently securing 70 per cent in a joint venture
in China for tea.
K Krishna Kumar, vice chairman, Tata Tea, told reporters
after the annual shareholders meeting, "We are planning
to set up a joint venture in Russia, which will look at
opportunities in both tea and coffee, for Russia and adjoining
areas. We are talking to a few companies, and hope to
set up the joint venture by the end of the current fiscal
(March)," he said.
Tea owns the Tetley tea brand. It is keen to increase
its portfolio of non-tea beverages. The company recently
bought a stake in India''s Mount Everest Mineral Water
Ltd. after selling its 30-per cent holding in Energy Brands
Inc. to the Coca-Cola Co. (See: Tata
Tea to get $1.2 billion as Coke acquires Glaceau)
Tata Tea was evaluating Cadbury Schweppes Plc''s North
American beverages unit, and could possibly make a $2-billion
offer for the US-based AriZona Beverages.
slum-based organised retail
New Delhi: Kishore Biyani''s Future Group that changed
the country''s retail landscape is now set to take his
customer acquisition strategy a step further with another
pioneering concept exploring retail possibilities
in urban slums.
its neighbourhood new format stores named KB''s Fair Price
shops almost in place, the group is now reportedly toying
with the idea of taking retailing to the bottom of the
pyramid in urban areas.
to sources, the group has recently undertaken a study
of Mumbai''s slum dwellers detailing their lifestyle, earning,
spending and spending patterns and attitude toward shopping
destinations and brands.
eight million out of Mumbai''s 12 million population living
in slums, the potential of retailing in those areas appears
the company does decide to open stores in slums, it will
be yet another first from the Future Group, which has
changed the rules of retailing with throwaway prices at
its Big Bazaar chain of outlets.
group''s fair price stores plan to sell leading brands
of around 300 essential items, at prices than the MRP
by almost 10 per cent, and plans on pricing local brands
lower by up to 20 per cent.
Future Group''s study of Mumbai slums focused on migrants,
working as milk sellers, car washers, watchmen, maidservants
and vegetable vendors.
workers constitute about 60 per cent of the population
that provide all the services in the city. According to
the findings of the study, the slum respondents considered
most shopping destinations to be far off, requiring a
full day''s preparation.
also have a mental block of being charged extra for all
"the drama". The cost of travelling, the feeling
of being among strangers, and the apprehension of children''s
reactive demands emerged as deterrents to their patronising
the modern retail format stores.
selling in sachets and small packets were found to be
the most successful in slums, the study revealed.
emerge as new market segment for cosmetic products
New Delhi: An increasing number of men are thronging
salons for beauty treatments ranging from manicures and
pedicures to facials among other beauty treatments. Cosmetic
companies are now targeting this largely ''untapped'' market
for their products.
Emami Group, which was the first to launch an exclusive
fairness cream for men, was amongst the first to realise
the potential of the segment.
to Mohan Goenka, director, Emami Group, "We started
out because as per our research, there was indeed a great
demand for male fairness cream. The market share of our
cream is about 20 per cent. Since, the overall fairness
cream market is about Rs275 crore, it means that a large
amount of men are still using the fairness cream meant
for girls. The market for men cosmetics is growing in
India. The company is set to launch 18 new products in
the time span of a year, of which nearly eight would be
products meant exclusively for men.
company has signed up Bollywood actor Shahrukh Khan to
endorse its fairness cream. Men''s buying is not limited
to just the fairness creams, but a growing segment of
men are buying the entire product range from body lotions
to wrinkle free creams.
Rajat Banerji of Amway, a direct marketing FMCG company,
"Amway''s cosmetic products are positioned in a way
that both sexes can use them. Earlier men comprised only
20 per cent of our cosmetic clients but now they have
grown to 35 per cent. Men are now increasingly conscious
of looks, and hence have turned out to be a huge market
for FMCG companies like us." Amway''s fairness and
age defying products range between Rs1,899 to Rs9,999
are popular among men.
Airways rolls out special fares for Independence Day
New Delhi: To commemorate India''s 60th Independence
anniversary, British Airways (BA) has launched a special
fare scheme under which it is offering premier economy
cabin return trip tickets to the UK, starting at Rs36,000.
flying BA between 15 August and 30 September would benefit
from the promotional fares, marketed under the ''World
Traveller Plus'' name.
Traveller Plus is a premier economy cabin aimed at catering
to the cost-conscious business traveller.
is a focus area for British Airways, with the airline
constantly looking to provide innovative schemes to Indian
travellers. The British airline has been operating in
the country for the past 78 years, and currently operates
43 flights a week to five Indian cities.
largest hypermarket is in Ahmedabad, courtesy Reliance
Ahmedabad: Reliance Retail opened its first hypermarket,
with plans to launch 30 more similar superstores across
India, spanning an investment of over Rs375 crore, by
Ahmedabad hypermarket, at over 165,000 sq ft, is arguably
the largest retail facility under a single roof, selling
over 95,000 products ranging from a full line of groceries
to garments, consumer durables and garden equipment.
company will open 30 hypermarkets by this year end of
40,000-60,000 sq ft each," according to Reliance
Hypermarket CEO K Radhakrishnan.
it would cost the company Rs2,500- Rs3,000 to develop
each sq ft of retail space.
said six malls under the Reliance Mart brand would spring
up in the national capital, five each in Punjab and Andhra
Pradesh, three in Gujarat and two in Bangalore. Over 500
superstores are planned by 2010.
Retail last year unveiled its fresh food format store
Reliance Fresh, which was followed by consumer electronics
store Reliance Digital.
set to boom with 30-city roll out by March 2009
Bangalore: With broadband penetration gaining momentum,
IPTV is set to boom in India, and is widely expected to
be rolled out in around 30 cities within the next 18-20
commercially available in Pune, Mumbai, Bangalore and
Kolkata, IPTV is now showing signs of traction in the
IPTV content provider IOL Broadband Ltd plans to deploy
the triple-play service - telephone, high speed internet
and cable television - across 28 cities by March 2009,
with seven cities in 2007-08, and 21 cities in 2008-09.
BSNL also launched the services in Kolkata. IOL Broadband
has an agreement with BSNL for 59 cities, and will prioritise
launch basis broadband penetration and demand for the
service. As per the agreement, IOL provides content and
markets the service, while BSNL provides broadband access
currently has a broadband subscriber base of 10 lakh,
and plans to add 6 million broadband connections a year
for the next two to three years."
initial bouquet of IPTV services launched in Bangalore
comprises 60-plus major channels, including most of the
top-rated ones. Tariff per month for IPTV services is
Tourism seeks to enter new markets
Hyderabad: Having emerged a forerunner in foreign
tourist arrivals, Kerala has now set its eyes on the "emerging
and possible" markets, covering Japan, Australia,
the Far-East and Russia.
in India, the state is targeting major metros, facilitating
meetings between tour operators from both sides to discuss
packages. Other than that, Kerala Tourism is also holding
talks with corporates to bait the MICE (meetings, incentives,
conventions and exhibitions) offerings, which are largely
corporate events, in the state.
Andhra Pradesh, about 120 corporates were invited to a
road show, where the government officials and tour operators
showcased special packages for Kerala Tourism.
a press conference, Dr V Venu, secretary, Kerala Tourism,
announced that international arrivals had grown by over
100 per cent from 2.08 lakh in 2001 to 4.28 lakh in 2006,
with domestic arrivals growing from 62.71 lakh from 52.39
lakh during the same period.
State tourism, which has been marketing the state as "God''s
Own Country" for a decade, has made the state''s destinations
and products popular world-over, having recognised the
importance of benchmarking various tourist and hospitality
home stays, Kerala had begun standardising and certifying
registered home-stay operators who now number 5,000. The
state tourism expects the number to double this year.
Offerings in ayurveda and houseboat segments too were
being standardised and certified by the government.
is also re-branding and developing new products, such
as the dream season, which converts the traditional off-season
(April-September) into a season, and the ''Wake Up Malabar''
product, promoting destinations in the northern part of
make it easier for foreign travellers to research holiday
options in the state, the official website of Kerala Tourism
is now available to visitions with language options in
French, German, Italian, and Spanish, in addition to English.
92.7 FM optimistic on "radio seeding"
Bangalore: Adlabs Films radio venture Big 92.7 FM
is optimistic about expanding its listener base on the
back of "radio seeding" as part of its long-term
strategy. It is reportedly in talks with retailers to
play out its station at retail outlets.
seeding is the term used to best describe ''captive'' locations
where a particular station plays - and typically covers
restaurants, malls, food courts, shops and retail outlets,
petrol stations, departmental stores, hyper marts, taxis,
and any other place where the radio station can sign up
an agreement for ''exclusive'' airing of its content.
Presently, Big 92.7 FM has an agreement with the Future
Group to air the station live at Big Bazaar outlets, as
well with local pan shops and restaurants. Via these formats,
based on locations with high footfalls, Big 92.7 FM apparently
reaches about a million listeners.
company hopes to double this in a year, with Autorickshaws
having been fitted with single frequency radio sets in
order to create a captive audience for the station.
boost its brand equity, Big 92.7 FM has lined up below-the-line
promotional activities, and plans to release a television
commercial as well.
the national cricket mania, Big 92.7 FM plans to use the
run-up to the 20/20 cricket tournament in South Africa
by organising on-ground air activities like celebrities
versus listeners cricket matches, and on-air shows involving
celebrities such as Shekar Suman. Talks are also with
popular cricket commentators for match analysis and insights.
discount promo is also on the cards for the Diwali season,
under which the station will run the ''Sabse Sasti Diwali''
campaign offering its listeners discounts that range from
9.27 per cent to 92.7 per cent on products categories
like consumer durables, garments and accessories. This
is planned with the aide of m-coupons (mobile coupons).
By year end, the station will announce another promo,
the ''Ek Saal Free Maal'' campaign that will have Big 92.7
FM pay the lucky winners'' daily bills for an entire year.
ambassador Abhishek Bachchan is to appear in a new ad
campaign in Delhi to promote a new international radio
format that will play top 100 chartbusters of today. Big
92.7 FM is still experimenting with this format, which
began airing last Monday in Delhi.
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