3rd MKT QUEST-oct

8/7/2019 3rd MKT QUEST-oct

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People want to express themselves through brands brandsexpress a person's personality and the people they like to be

with...
http://1000ventures.com/business_guide/marketing_brands.htmlhttp://1000ventures.com/business_guide/marketing_brands.html


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e - J O U R N A L - S E P T 2 0 1 0 P a g e | 2

THE MARKETERS CLUB JIMS JAIPUR

CONTENTS

I. Market News ... 3II. Indian Brands discover the Power................................ 5III. FritoLay Indias: Aliva.... 7IV. The New Brands..... 9V. CEO Profile: Mr. Ajay Kaul. 11VI. Marketing Terminology ......................... 12

VII. Samsung Cements Second Position...... 13VIII. On the lighter side...... 15

MENTOR & ADVISOR: MRS. POOJA KUDESIA

Editor

Vikas Verma

Market News

Kshipra Singh

Articles

Sanjeev Singh

Ritika Sinha

CEO Profile

Santosh Kumar

New Brands

Ritika Sinha

Marketing terminology

Sumit Chaturvedi

The Strategy

Ayush Sharma

Designing

Vikas verma


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MARKET NEWS

Hindware among Indias 100Most Valuable BrandsHSIL, the organization behind Indiasleading sanitaryware brand Hindware,

has created another benchmark by

becoming one of Indias 100 most

valuable Brands for 2010. Hindware has

been ranked 93 in a comprehensive

annual ranking released recently

This list was prepared by ICMR (Indian

Council of Market Research), a strategicbusiness division of Planman

Consulting. It has made a significant

impact in the way companies look at

research since its establishment in 1996.

4Ps B&M is a global business and

marketing magazine which examines

global issues with an Indian lens,

ranging from an analysis of advertising

campaigns to emerging trends andpractices in marketing and advertising.

Bharti Walmart forays intoRajasthanBharti Walmart, the joint venturebetween Bharti Enterprises and WalmartStores Inc for wholesale, business-to-

business and cash-and-carry operationsin India, opened its first cash-and-carrystore in Rajasthan, in Kota.

Spread over 53,000 sq ft, the Best PriceModern Wholesale store, situated atIndraprastha Industrial Area, Jhalawar

Road, Kota, offersproducts at best fixed andfair prices with

unmatched convenience, choice, qualityand hygiene.

Best Price Modern Wholesale store is aone-stop business-to-business store thatmeets the day-to-day needs of restaurantowners, hoteliers, caterers, fruit andvegetable resellers, kiranas, retail storeowners, offices and institutions.

The assortment, service and store layoutof the Store is customized to specificneeds of members who can walk into thestore and source high quality productsin the quantities they need and at thetime they require.

Rajan Bharti Mittal, chairman, BhartiWalmart said, We are confident thatthis rollout will create additionalemployment opportunities to the localyouth and help in further strengtheningthe economy of the state.

The Best Price Modern Wholesale storewill also have the successful MeraKirana program which shares bestpractices with members, who are smalland medium retailers, on various aspectsof using low cost modern techniquesand processes.

Reliance Lifestyle to launch3,000 new stores by 2015Reliance Lifestyle will come up with

3,000 new stores by 2015. This was

announced by Bijou Kurien, president


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and chief executive- Lifestyle at Reliance

Retail Ltd, at the India Retail Forum

2010, being held at The Renaissance

hotel in Mumbai, on September 28.

Kurien said the new outlets will target

tier II cities. He, however, did not

disclose the amount to be invested in

further expansion. The expansion is not

something we are accelerating to capture

the bigger part of the market, he said.

Kurien said though a few mistakes were

made in the past, the Group will not

withdraw the brand. It is being taken as

learning, and we are prepared to do

better in the coming days, he added.

Oracle World Retail Awards2010Amazon bagged the 'Retailer of the Year'

award at Oracle World Retail Awards2010. The awards were presented on theconcluding day of the World RetailCongress, which was held from October25-27, 2010 in Berlin. The Congress,organized by Emap Communications,was attended by 1,149 retailers andsenior industry executives from across56 countries.

Here's a complete list of Retail Winnersin various categories:

1.Retailer of the Year: Amazon

2.Responsible Retailer of the Year:Woolworths (SouthAfrica)

3.Etailer of the Year: Ocado

4. Store Design of the Year: Topshop,New York (Dalziel & Pow)

5.Emerging Market Retailer of the Year:Truworths International, South Africa

6. Retail Advertising Award (In-Store):American Eagle Outfitters for 15Seconds Of Fame (R/GA)

7.Retail Advertising Award (DirectMarketing): Payless ShoeSource for LifeStage Marketing: Establishing anEmotional Connection with Mom

8. Retail Advertising Award (NewMedia): Nike Japan for NIKEiDGenerator, by Beacon Communications

9.Retail Advertising Award(Traditional Media): The Co-operative,Brand Relaunch.

10. Retail Innovation Award: LiaoningXinglong Happy Family Business Groupfor Kung Fu Master List

11.Outstanding Leadership Award:Angela Ahrendts, CEO, Burberry

12. Multi Market Retailer of the Year:Primark.


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ARTICLE:

INDIAN BRANDS DISCOVER

THE POWER OF SOCIAL

MARKETING

Indian companies are getting tech-savvy anddiscovering social media, which has vast resources ofprivate information, as the latest tool for advertising.

Currently, over 100 Indian brands from fields suchas telecommunications, entertainment and digital

media are making their presence felt on Facebookand other forms of social media.

Titan's Fastrack, one of the pioneers in this field, recently recorded over half a millionfans its Facebook page. Since January 2010, the brand's growth skyrocketed, addingnearly a lakh fans every month.

"Brands have always to move with trends and to move with trends means the moveshould be with youth. I feel every brand needs to have online brand strategy," saidSimran Bhasin, Marketing Head of Fastrack.

India has the eleventh highest number of Facebook users, leading more brands to makeuse of the social networking site to lure their target audience.

"Online advertising is a sustainable form of media," Mayank Agarwal, co-founder andCEO of Geek Online Ventures Pvt Ltd, a digital creative and marketing agency, said.

Hoardings have a limited shelf life and remain only in the archives once they are takenoff, but advertising online has no such limitations, which is their biggest strength, headds.

Other than Facebook, there are also other forms of social media at work. Fastrack hasbegun interacting with its young consumers through blogs. The company believes itneeds to use the right kind of platform and should also keep the consumers interested.People were invited to share their pictures, take direct feedback and comments for itsproducts apart from sharing brand related news, developments and celebration with itsfans.
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"Though it's long way to go, Indian brands are properly using the social network site tohave the success, In India we have only digital agencies who are doing well in thecreative part of the online marketing. We need more agencies who mainly work inonline marketing, said Bhasin.

Geek Online is one such agency that deals mostly with online marketing. The firm,which was started in 2008, has seen rapid growth in the field of online marketing,Agarwal stated. The company has handled some campaigns for brands such asFastrack, Kingfisher, Britannia and Wipro's E.Go laptops.

The biggest advantage of online marketing is the amount of information available onsocial media, Agarwal said.

As each person signs up for a new campaign or "likes" a page on Facebook, theirinformation is automatically available to the brand, giving them access to the persons

other interests. This information can be used 'profile' each fan, and target futureadvertising campaigns based on their interests.

However, in India most campaigns originate in the offline space and then extend to theonline community, Agarwal said.

Tata Docomo has more than 200,000 fans and has built a strong community throughspecial trials, contests and discussions. Likewise, Vodafone Zoozoo has around 692,000fans with whom the brand connects through pictures, videos as well as contests.

The 'Idea' network campaign has more than 87,000 fans and is highly active andconversational. It includes a lot of contests, campaigns on wall posts. Apart from these,other brands like Amul Butter, Channel V and Cleartrip are actively utilizing Facebookto draw customers' attention to the products.

According to statistics on Facebook, 50 percent of users log into the site each day. Thiswould mean at least 175 million users every 24 hours. Twitter has 75 million useraccounts and LinkedIn has 50 million members worldwide and are still growing.

If it is a business to business marketing campaign, sites like Slideshare, blogs andLinkedIn are commonly used, but for business to consumer Facebook and Twitter alsojoin the group, Geek Online's Agarwal said.

Though the overall usage of social media among the business users is relatively low inIndia, the increasing popularity of social networking among the youth will soon makethis the exclusive spot for advertising, with more campaigns directed only for the onlinemarket.
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ARTICLE:

Aliva Badlein apni shaam ka swaad

About the Brand

With the launch of Aliva, FritoLay India aims to create a new segment of great tastingbaked savoury crackers.

After Kurkure's enormous success, Aliva marks FritoLay India's creation of yet anothercategory borrowing ingredients & textures from biscuits & flavourful experiencesfrom namkeens. Aliva is a product range developed in India especially for the Indianconsumer & is a significant step in the companys journey of portfolio transformationtowards providing healthier and tasty snacking options in line with local consumerneeds.

Aliva is available in 4 distinct chatpate Indian flavours specially created keeping theIndian palate in mind

Special Pindi Masala

Tomato & Roasted Spices

Caramelized onion & cooked Indian tomato notes followed by a hint of friedcurry leaf and lentil. As these flavours explode in the mouth, you willencounter toasted wheat notes with the tang of tomatoes.all ending withthe heat of black pepper and spicy red chillies

Mint Flavour with Herbs

Fresh notes of mint flavour combine with the engaging taste of toastedwheat, lentils and cumin. The taste melts away with the mild tang ofamchurthe warmth of black pepper, dash of green chillies & herbs give agreat finish


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Original Salted

The classic touch of salt, a simple treat that youd love to eat anytime

Some Facts

Aliva was launched in June 2009

Aliva breaks the clutter in the cracker segment with its unique combination of

stimulating authentic Indian flavours & good ingredients like wheat and lentils

Aliva is a baked product with zero transfats & zero cholestrol

Aliva comes in a premium standee pack that is a first in this category

Aliva has an iconic product shape that has even been granted a design

registration

Aliva comes in a premium standee pack that is a first in this category

Aliva has a range of 4 distinct Indian flavours that have been inspired by local

spices unique to different parts of the country

Aliva is available in two pack sizes Rs 12 & Rs 5


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THE NEW BRANDS AND PRODUCTS IN

MARKET

PRODUCT: Airboss Mach 8

PRICE: Rs 1, 06,000

COMPANY: Victorinox

LAUNCH PLACE: New Delhi, India

PRODUCT: N8 smartphone

PRICE: Rs.26, 259

COMPANY: NOKIA

PRODUCT: Instant SyncShare


PRICE: Rs. 990.

COMPANY: Amkette


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PRODUCT: Aria (SUV)

PRICE: Rs 13 15 lakhs

COMPANY: TATA Motors Ltd.


PRODUCT: Gypsy 2010 Collection

PRICE: Lip Palette (Rs.600)

Lip Gloss (Rs.325)

Enrich Satin (Rs.225)

COMPANY:Lakm

PRODUCT: LEDs, LCDs, TVs

PRICE: LEDs starts from Rs.26,500

Ultra slim TVs starts from Rs.5,290

LCD TVs from Rs.16,499

COMPANY: PHILIPS


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CEO PROFILE:

MR. AJAY KAUL: DOMINOS PIZZA INDIA LTD.

Ajay Kaul is the chief executive officer of DominosPizza India Ltd. In his professional career ofaround 19 years, he has worked for esteemedorganizations including American Express TravelRelated Services Co, Modiluft and TNT India &Indonesia. Kaul is a B.Tech from IIT Delhi and anMBA from XLRI Jamshedpur.

Mr.Kaul has extensive experience in the Credit

Card, Airline, Express Distribution and LogisticsIndustries and has sharpened his skills as an effective and astute leader.Mr.Kaul has joined Domino's from TNT - Indonesia, where he was theCountry Head of TNT Express from last 3 years.

Mr.Kaul started his career with American Express Travel Related Service,where he worked in the Credit Card Sales and Marketing spread over 6years at Kolkata, Chennai and New Delhi. He went on to spend 2 yearswith Modiluft as the General Manager - Sales, Marketing & Customer

Service. This was followed by 5 years in TNT India as Country Director -Sales, Marketing & Customer Service.

His personel interest lies in music and sports including golf among others.


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MARKETING TERMINOLOGY

BrandA brand is a name, symbol or other identifying mark for a sellersgoods or services. It is distinct from other sellers.

Brick & MortarBrick and mortar store refers to retail shops that are located in a building as opposed toan online shopping destination, door-to-door sales, kiosk or other similar site nothoused within a structure.

Gray Market GoodsBrand-name products purchased in foreign markets or goods transshipped from other

retailers. They are often sold at low prices by unauthorized dealers.

Generic BrandsNo-frills goods stocked by some retailers. These items usually receive secondary shelflocations, have little or no promotion support, are sometimes of less overall quality thanother brands, are stocked in limited assortments, and have plain packages.

Brand Position:The market space a brand occupies in the mind of consumers, based on the brand'sability to deliver on its Brand Promise.

Brand Values:The unique set of characteristics that contribute to how a brand is, and/or will be,positioned in the marketplace.

Re-branding:A comprehensive change in an organizations strategic direction based on opportunities

presented by changing market conditions, or product/service development altering theorganizations business strategy. Changes made to the brand identity should be directlypromotional to the degree of change made to the brands strategic course of direction.


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The Strategy:

SAMSUNG MOBILES CEMENTS SECOND

POSITION

A t last count, the Indian mobile handset space had 35 players and market leader Nokiasaw its market share slipping from 64 per cent in 2009 to 36 per cent in June this year.

According to latest data released by International Data Corporation (IDC), the mainbeneficiaries have been smaller players such as Micromax and Spice Mobiles whichhave muscled their way into the top five clubs. The influx of new brands led to a spurtin the market and saw emerging vendors corner 33.2 per cent of mobile handsetshipments in 2010, the IDC report said.

In the midst of all this, just one player Samsung Mobiles has been able to retain itsrank (second largest) and increased its market share from 9 per cent in the previousyear to 17 per cent in June 2010. Ranjit Yadav, Head of mobile and IT at Samsung, saysthe company is confident of adding another 6-7 per cent market share by the end of the

year.

Thats a long journey for a company which had only anegligible presence in India five years ago. So what led to

the brands growth? Pankaj Mohindroo, president of the Indian Cellular Association,

attributes this to Samsungs ability to carve out its own sweet spots in segments suchas smart phones and touch screen. Also, the company beefed up its quality anddistribution network.

In the touch screen space, for example, Samsung has a portfolio of 23 models rangingfrom the entry-level to the 3G-enabled touch music phones, the Samsung Champ andSamsung Galaxy S. Prices range between Rs 4,250 and Rs 31,500. Galaxy was thecompanys answer to Apples popular iPhone.

The move coincided with a sharp growth in dual- and triple-SIM card slot phones,which have cornered 38.5 per cent of the mobile handset market in India, from less than1 per cent in April-June 2009.

Samsungs dual-sim portfolio now boasts of 10 models in the range of Rs 2,020 and Rs12, 300, Yadav says.

No surprises, therefore, that in the touch screen space, Samsung says it leads the packwith a market share of 30 per cent Samsung, some say, also recreated social networking


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handsets with its Corby series. Realizing that Indians are beginning to change handsetswithin 18 months, the accent is on adding new features at a fast pace.

At the same time, the company has embarked on a huge campaign (involving actor

Aamir Khan) to push its phones at the retail stores. Retailers have been guaranteed a 30per cent return on all Samsung merchandise. Large multi-brand stores have Samsungattendants to push the brand.

Analysts expect to see more such social networking-focused phones in future but alsowarn that only those vendors who can balance the right set of functions withcompetitive pricing will appeal to budget-conscious young people. According toInformates mobile tracker, mobile internet browsing commands the highest share oftime spent more than calls and messaging put together in India.

One of the mainstays of Samsung is that unlike some of its competitors, it offers

support on all platforms- Android, bada and Windows7. We recently introduced ourown proprietary Open OS bada in India. We remain platform agnostic and willprovide consumers open OS handsets for them to make their own choice, Yadavexplains.

So, while there is a Galaxy S that scores on account of its features such as the worldsfirst Super Amoled screen and applications such as aldiko and e-book among others,the Wave comes with similar features on the Samsung bada platform.

Value-additions include options for phone customization, by way of online stores, and a

well-oiled after-sales service.

But there are a few problems as well. The main challenge, sources say, is the fact thatSamsungs main competitor now is not Nokia, but smaller players which have a costadvantage by way of taxation as well as quality compromises. Also, the limited batterylife of its phones is a major issue.

Samsung, however, is aware of the problems and is working on it. For example, it haslaunched Samsung Guru Power for the rural markets with a long battery life of2,000mAh providing 22 hours talk time and two months standby time.


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On the lighter side:ADVERTISEMENTS REDEFINED!!!!!!!!!!

Kingfisher vs. Jet Airways

Documents

3rd MKT QUEST-oct