Brand Updates – 25/08/13

RIL launches a new fabrics range under the Vimal brand

As part of its revival plans for the Vimal brand, Reliance Industries Ltd (RIL) launched a new ‘Unformal’ fabrics fashion range and an advertising campaign to connect with the youth.

The new range comprises four products, which includes fashion jacketing, fashion cottons, fashion and feel and fashion ceremonials, the company said in a statement.


Fairness creams’ segment slows down: Has the nation overcome its dark skin complex?

Of late, however, data suggests that there is an increasing number of people rebelling against the cream that promises to make you fair. According to numbers from research firm Nielsen, the fairness cream market has slowed down in value terms and shrunk in volume terms over the past few quarters. Meantime, the entire skin creams category is registering higher growth (although it is also witnessing slowing sales).



Marico trains eyes on value added hair oils for growth

In order to tap an increasing number of discerning customers, FMCG firm Marico is focusing on scaling up its presence in all the sub-segments of value added hair oils.

The company that derives 16 per cent of its turnover from value added hair oils said it will have a wider portfolio by introduction of new products to drive growth.

“With rising incomes in India, there exist increasing opportunities to serve consumers looking for value added options to their hair oiling needs. The company will focus on scaling up its presence in all the sub segments,” Marico said in an investor update.


FMCG companies feel the pinch as consumers curb spending

It’s official: rising prices and slowing growth are making Indians check their household shopping list from soaps, shampoos and skincare to packaged groceries and food items. 2Market researcher Nielsen’ data shows that sales growth of more than a dozen key consumer goods categories in the June quarter was lower than both the previous quarter and the year earlier period, more than one industry insider told ET.


Coca-Cola to invest $5 billion in India by 2020

Coca-Cola will invest $5 billion (about Rs 32,500 crore at current rates) in India by 2020 as it had earlier planned, a top executive has said, adding that the US-based company is not too perturbed about the economic downturn in the country.

In India to inaugurate one of the company’s biggest bottling plants set up by its leading franchise bottler Moon Beverages in Greater Noida just outside Delhi, Coca-Cola’s executive vice president and president of Coca-Cola International Ahmet C Bozer said, “Our investments are on track as we build scale, manufacturing and distribution capability… This plant will help catalyse local growth and development.”



Brand Updates – 14/8/2013

LG introduces new brand identity for global audience – “It’s All Possible”

LG Electronics has unveiled a new brand identity and strapline ,It’s All Possible, promising to highlight its “dedication to delivering differentiated values and experiences” to consumers.


The Korean technology company aims to prove to consumers that LG is conscious of how technology and consumer behaviour has evolved over the years, by putting forward its “consumer-focused” goals to inspire and empower its users, while making them smile.


Changing trends in modern retail: Now, private labels like Reliance Retail eat into foods biz of big brands like HUL

Brands owned by big retailers such as Future Group and Reliance Retail account for more than three-fourths of food products sold in modern trade in the country as consumers increasingly prefer lower-priced products to national brands. 

According to market researcher Nielsen, if all private labels of Indian retailers are put under one roof then it would be the third-largest FMCG supplier in modern trade. “Private labels offer a good way of economising without compromising quality,” Adrian Terron, executive director at Nielsen, says.

“However, this also means that shoppers are moving away from the traditional list of loyal brands, and are willing to experiment with different brands in in certain categories. This signals a new competitive force for manufacturer brands,” he adds.


Britannia to focus on bakery and dairy biz to drive growth: Nusli Wadia

FMCG major Britannia Industries would focus mainly on the bakery and dairy businesses to propel growth in the near and long term, according to company chairman Nusli Wadia.


He said that for that purpose, the company would continue to invest in back-end operations and make substantial spends in advertisingWadia said that the company had set up two new units at Patna and Odisha, adding that another greenfield unit would also come up. 


Tata Nano: Celebrate Awesomeness – Once a people’s car, but now it is for the urban youth!

Ratan Tata once said “A promise is a promise” when he launched Tata Nano in 2008. Initially it was positioned as an affordable family car. Nano was targeted at the bulging two wheeler segment in India. It is a well-known fact that it was for someone who was owning a two-wheeler and looking to buy a car but could not afford it. So, basically, the USP of Nano boiled down to its price. Nano is basically not a luxury car but it was believed that it could fulfil the capacity and aspirations of the middle class, both urban and rural. They all perceive that owning a car is a matter of pride and self-esteem. But, Nano’s portrayed image of owning a cheap car was not appreciated by the masses.

Several campaigns were launched successively which tried to erase the image of Nano as a cheap car. Some of the campaigns that were launched during the period 2010 – 2012 were:

  • Kushiyon ki chaabi:
  • Road to lal tippa:  
  • It’s not the destination, but journey that matters most: 

These campaigns too did not make an impact. In June 2010, 9000 units were sold, 10000 units in April 2011, 5500 units in June 2012 and a meagre 1500 units in Feb 2013.

2013 Celebrate Awesomeness campaign: 

Its latest ad campaign, clearly targets the urban youth. To attract the television audience, this commercial of one and a half minute shows youth admiring the Tata Nano. It displays vibrant and colourful youth hits the rhythm from the beginning of the commercial. The song reflects the happiness and enjoyment with a great meaning, if once someone listens to the song, definitely will end up singing the song and wants to listen to it again. The phrases like Celebrate Youness, Celebrate Kickassness, Celebrate Epicness and Celebrate Magicness are used in this commercial which reflects the behavioral trends of modern youth. Celebrate Awseomeness campaign is definitely expected to be remembered by the viewers for a longer period and thus creating a better impact. This Tata Nano Commercial targets the ‘college going students’ and those who just entered the band of ‘young working professionals’. With a price tag of Rs. 1.5 lakhs, the awesomeness formula should work in favor of Tata Nano and the sales figures should hopefully improve significantly.

Niche kicks off with quiz event Prarambh


What do good ol’ cattle ranchers of the wild-west and marketing have in common?

This along with many other interesting trivia were answered when Niche – the marketing club of IIM-A organized Prarambh, the first marketing quiz of the season on 24th July 2013. Prarambh has traditionally been the first sector quiz to be conducted in the campus after the start of session and acts as an ice-breaker for all PGP-1s. It is organized exclusively for PGP-1 student and strives to create a lure towards the world of marketing.

Even monsoon could not dampen the enthusiasm as the event saw an overwhelming participation of 100+ students who battled it out in the arena of marketing fundaes, jargons, ads, taglines and much more. The intellectual storm that ensued thereafter was a sight to behold. Round 1 consisted of 20 questions which covered all aspects of marketing. 6 teams were shortlisted after the first round for the finals. Three audience teams also were given a chance to answer the quiz questions of the finals. The finals consisted of 4 legs – Logos, Taglines, Ads and Misc. After the end of two rounds one of the audience teams got a chance to enter the finals as wild card replacing the lowest scoring finals team.

After the final leg, teams comprising Abhinav Gupta, VS Vaidyanathan and Pradeep Krishnakumar emerged as champions; Rohit Sharma, Vivek Baskaran and Chendur Kumaran as 1st runner up and  Minakhi Prasad Misra, Anand R and Dhruva Mukherjee as 2nd runner up. The teams were awarded with prizes worth Rs 18,000.

Prior to the main quiz Niche had released teasers to spur the general interest amongst the PGP-1s. The winners of the teaser phase were Shivendra Yadav and Saurabh Singh.

The main quiz comprised of many interesting marketing trivia covering the origins of Manchester United logo to the IPL bugle call; from Onida tagline to the nostalgic Gold-Spot ad. Questions covering the different era of marketing in the last 200 years made the quiz extremely interesting.

Quizmaster MVR Murthy, member of the club and an enthusiastic quizzer himself, found the level of brand awareness and marketing knowledge quite commendable. He said that the questions in both the prelims and finals were very thoroughly researched and the way teams worked out the answers shows a great potential in the batch to develop impeccable marketing skills.

Niche will continue conducting various events and related to marketing all-round the year. The current market looks favourable for marketing firms as more and more people tend to be inclined towards marketing roles. Aswin, co-ordinator of the club, sees this as a positive development and ensures that the club will support any and all activities to promote marketing as a career option.

For the answer to question posed at the beginning of the article please visit the official Niche Facebook page here.