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CEAT launches the “Be idiot safe” marketing campaign November 30, 2010

Posted by Gyaniz in Ads, Case Studies, Marketing.
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CEAT-LOGO gyaniz

CEAT-LOGO gyaniz

If you were left wondering sometime back about the viral campaign called “Be Idiot Safe” launched widely on the Internet.

Then the answer to it has been CEAT who have followed it up with an equally smart TV campaign for their bike tyres.

The ads are currently focusing on the ” Better road grip ” feature of Ceat bike tyres. In the current Indian Road scenario, Road grip is an important ,relevant feature as far as tyres are concerned and Ceat has tried to own up that feature.

According to the Ministry of Road transport’s report, it singles out fault of the drivers as the major reason of road deaths. This claimed 89,360 persons in 2008. Fault of cyclists, pedestrians, motor vehicles and bad road and weather conditions were also identified as some of the factors for fatalities on roads across the country.

The Gyaniz Take:

Well, the campaign has struck well and within a few days would have even higher recall, the number of creatives could have been more. The homepage of the microsite is catchy but could have been more interactive. Overall, a good on ground promotion is the key to deliver the best results of the campaign.

Your views!

Robbie Williams rejoins Take that for The Flood November 29, 2010

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Robbie williams rejoins take-that for the flood

Robbie williams rejoins take-that for the flood

Robbie Williams has contributed vocals to a TAKE THAT single for the first time in 15 years – and he insists it’s their “best yet”. The man band are back with new track The Flood, lifted from upcoming album Progress.

Robbie had quit Take That in 1995 after the band manager Nigel Martin Smith confronted him about his drug abuse and erratic behaviour.

Take that progress cover gyaniz

Take that progress cover gyaniz

Progress is the sixth studio album by British boy band Take That. It is the band’s first album to feature Robbie Williams since 1995. Read more on the album here

Prince William to marry Kate Middleton at Westminster Abbey November 29, 2010

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Prince william to marry kate middleton gyaniz

Prince william to marry kate middleton gyaniz

Britain’s Prince William will marry his long-term girlfriend Kate Middleton next year after an on-off courtship that has lasted nearly a decade. The elder son of heir-to-the-throne Prince Charles and the late Princess Diana proposed to Middleton with the large blue oval sapphire and diamond engagement ring his mother once wore as Charles’s 19-year-old fiancee.

William, currently a search-and-rescue helicopter pilot in the Royal Air Force, met Middleton when they shared a house at university in Scotland in 2001.

The duo will get married on April 29 at Westminster Abbey.

Westminster Abbey Gyaniz

Westminster Abbey Gyaniz

More on Westminster Abbey:

The Westminster Abbey, located near the Houses of Parliament, is more a historical site than a religious site. Since 1066, every royal coronation, with the exception of Edward V and Edward VIII has taken place in Westminster Abbey. The abbey also serves as the burial ground for numerous politicians, sovereigns and artists. The abbey is stuffed with graves, statues and monuments. Many coffins even stand upright due to the lack of space. In total approximately 3300 people are buried in the Church and cloisters. Some of the most famous are Charles Darwin, Sir Isaac Newton and David Livingstone.

The history of the abbey starts in 1050, when King Edward The Confessor decided to build an abbey .
Only a small part of this original Norman monastery, consecrated in 1065, survived. The only representation of this original building is shown on the Bayeux Tapestry. Most of the present building dates from the 1245-1272 century when Henry III decided to rebuild the abbey in the gothic style. Large parts were later added: the Chapel of Henry Vii was added between 1503 and 1512, while the two West Front Towers date from 1745. The youngest part of the abbey is the North entrance, completed in the 19th century.

Marquee Collection#68 November 27, 2010

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Identify the Organisation from the icon on the product.

68

68

Ans.: Fair trade is an organized social movement and market-based approach that aims to help producers in developing countries obtain better trading conditions and promote sustainability. The movement advocates the payment of a higher price to producers as well as social and environmental standards. It focuses in particular on exports from developing countries to developed countries, most notably handicrafts, coffee, cocoa, sugar, tea, bananas, honey, cotton, wine, fresh fruit, chocolate, flowers and gold.
Read more here.

Sharp launches mobile phones in India November 23, 2010

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Launch of Sharp mobiles India Mugdha Godse Gyaniz

Launch of Sharp mobiles India Mugdha Godse Gyaniz

SHARP, the Japanese MNC has launched four mobile phones namely, Alice, Blink, Tango and Cyborg. These mobiles provide dual SIM capacity, LCD touchscreen, FM radio and Bluetooth. Another features include G-Sensor, social networking site shortcuts and LED illumination. It is expected that Sharp will launch more mobiles with features like glass-free 3D, 180 degree rotatable screens etc.

Mugdha Godse was present at the event for the launch of the handset range.

Gillette Guard: Hitting fortune at the bottom of the pyramid November 23, 2010

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Gillette Guard Gyaniz

Gillette Guard Gyaniz

Gillette’s newest shaving system has just one blade, a light plastic handle and a sharply lower price. The move by P&G is to aggressively push into emerging markets for new customers and growth. That focus is forcing P&G to be more modest on scale and more flexible on price. Gillette commands about 70% of the world’s razor and blade sales, but it lags behind rivals in India and other developing markets, mainly because those consumers can’t afford to buy its flagship products.

The affordable Gillette Guard razor costs Rs. 15 and uses blades that cost Rs.5 ,in contrast to the Mach 3 blades that Gillette has been selling in India cost about Rs.100.

Indian Shaving Industry Gyaniz

Indian Shaving Industry Gyaniz

Gillette Guard is aiming to lure users of double-edge razors, about 400 million men in India, according to P&G estimates. In India, a brand called Super-Max holds the lead in double-edge blades, which cost roughly 1.5 to 2 rupees, which is half of the cost of even Gillette Guard.

The need to grow in emerging markets is pushing P&G to change its product-development strategy. In the past, P&G would sell basically the same premium Pampers diapers, Crest toothpaste or Olay moisturizers in developing countries, where only the wealthiest consumers could afford them. To reach more consumers, P&G changed course by creating pared-down products specifically designed to be less expensive, like Naturella’s extra-absorbent, cotton feminine-hygiene pads and Downy Single Rinse fabric softener, which requires less water.

P&G uses what it calls reverse engineering. Rather than create an item and then assign a price to it—as in most developed markets—the company starts with what consumers can afford and then adjusts the features and manufacturing processes to meet the target.

For Gillette Guard, the target was five rupees, about the cost of shampoo sachets or small tubes of toothpaste. The price takes into account not only consumers but the kiosk owners who serve most shoppers in developing markets. The lower cost will encourage more small store owners to stock up on the item, P&G hopes.

To cut costs, P&G eliminated the lubrication strip and colorful handle designs Indian men weren’t willing to pay for. Though most men in the U.S. and Western Europe prefer a heavy razor handle, P&G found Indian men prefer a lighter weight, which also cut costs.

P&G has a lot of ground to make up in India, where it estimates just 10% of men who shave use Gillette blades, compared with about 50% world-wide. Its plan is to get men to start using its products and then upgrade them as India’s economy grows.

The Gyaniz Take:

While MNCs have arrived with their internationally successful products, but the same has not been success all the time as the Indian customer’s palate looks for the product as well as the sweetness of its price to his pocket. Fortune at the bottom of the pyramid has tremendously caught on innovations like satchets, pouches, no frills, etc. to allow the customer the first experience of the product & brand which always was far out of his reach in the traditional selling mode & packaging.

Looking at the industry figures, the Indian market is still largely controlled by a host of local players like Malhotra Shaving products but it is this segment which was still largely untapped by MNCs like Gillette that they ruled like kings. What I can see from here?

A brilliant move to enter the strata which had never experienced your product, provide him with a brand & product experience and over a period of time upgrade him to your mainstay products which would not be too difficult task looking at the considerable rise in disposable incomes in India.

This Battle will see the sharpest emerge the winner, afterall its blades & swords. Your views.

(Source: WSJ, Euromonitor)

Cargill India buys vanaspati brand “Rath” November 22, 2010

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Cargill buys Rath Gyaniz

Cargill buys Rath Gyaniz

Agro Tech Foods , the Rs 650-crore maker of Sundrop refined edible oils and Act II popcorn, announced that it had sold off its Rath vanaspati brand to edible oils maker Cargill India. Agro Tech had acquired Rath from the Siddharth Shriram Group in 2000 to increase the volume of its vanaspati business. But the brand has been slipping in market shares and equity.

Vanaspati as a category is stagnant, its usage is restricted mainly to institutional and sweets makers, and is no longer popular in the retail market. Other vanaspati brands in the market include Gagan, Parag and Dalda, which US-based oilseeds processing company Bunge had acquired from Hindustan Unilever in 2003 for Rs 90 crore.

Coca Cola and Nestle launch Bottled Iced Tea:: Nestea November 22, 2010

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Coca cola Nestea Gyaniz

Coca cola Nestea Gyaniz

Coca-Cola company is to extend its joint venture with Swiss food giant Nestle SA, in a bid to entrench itself further in India’s high-profile, ready-to-drink tea sector. Coca-Cola India Ltd launched bottled lemon iced tea in Mumbai on Tuesday and is keen on launching bottled peach iced tea, after judging the market response. The two flavours will be sold under the Nestle’s Nestea brand.

Nestea is a brand licensed to Beverage Partners Worldwide, a joint venture between Coca-Cola and Nestle, and is headquartered in Switzerland. The 50:50 joint venture leverages the products manufactured by Nestle and the marketing initiatives of Coca-Cola. In India, Nestea will be bottled in a plant in Andhra Pradesh. The joint venture currently, also sells iced tea under brand names Brut in China and Enviga in the US.

Coca cola brands launched in India 2010 Gyaniz

Coca cola brands launched in India 2010 Gyaniz

This is the fourth launch by Coca Cola India in the last one year. The company had launched Burn Energy Drink in Mumbai, New Delhi and Bangalore, Maaza Milky Delite in Kolkata and Minute Maid Nimbu Fresh all over the country recently.

Mahindra Thar: Coming soon again! November 22, 2010

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Mahindra Thar Gyaniz

Mahindra Thar Gyaniz

Mahindra & Mahindra is re-entering the off-road compact SUV segment with Thar, a reworked version of the Commander Jeep that was pulled off the roads in early 2000.

The Mumbai-based utility vehicle major plans to price the sports utility vehicle at around `7 lakh and launch it in Kerala and Rajasthan in December’2010.

Emma Watson teams up with Alberta Ferreti for an organic clothing range November 22, 2010

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Alberta Ferreti Emma watson Gyaniz

Alberta Ferreti Emma watson Gyaniz

The Harry Potter series star Emma Watson has teamed up with famous designer Alberta Ferretti to create a new organic clothing range. The actress in the past has modeled for British Burberry and also became a creative consultant for Fair Trade fashion brand People Tree.