Thursday, February 12, 2009

BLACK & LOVELY:




Fair & lovely is a well recognised product from HUL,India. But have you ever heard of product Black & Lovely? Yes, such a product exists in the USA. It’s a hair product in the American product. The product line includes Hair Straightener, Dark & Lovely Kids (children’s hair products) and Dark and Lovely Naturally. The products are directly sold to the agents. The marketing strategies they follow are:
I. Create Awareness of the various products by sponsoring events like the Miss Indianz Contest.
II. Increasing the visibility in retail stores.
III.Increased reach ability by selling the products through pharmacy stores.

Wednesday, February 11, 2009

Fiat – Linea: "Old is Gold" Marketing Strategy



Doesn’t this advertisement share resemblence with that of Lux, featuring Priyanka Chopra, where all those who pass by pause to admire her? The same sort of idea has been adopted by Fiat Linea, where we see a kid stopping at everything he looks at, his dad having to pull him away on each occasion. But then we see that his dad stops at the display of Fiat Linea and this time its the kid who drags his dad away. In the ad, the person is attracted to the looks of the linea but what factors have influenced this attraction has not been implied. The world’s most overused and unimaginative idea—“good-looking”. People don’t just prefer looks, and its definitely not the reason for a purchase decision. The features and the points of difference are important.
In Lux advertisement, the admiration is related with beauty. But the advertisement depicts the same old “Good-looking” theme. Old is Gold is an old saying and marketers are still following this. Marketers have to think in a different manner to attract the costumers.

Tuesday, February 10, 2009

IPL-CAN IT BE A RECESSION WINNER :

INDIAN PREMIER LEAGUE (IPL), is a Twenty20 cricket competition created by the Board of Control for Cricket in India (BCCI) and chaired by the Chairman & Commissioner IPL, BCCI Vice President Lalit Modi. The new attraction to the IPL is Shilpa Shetty who along with her boy friend Raj Kundra, picked up about 12% stake in the Rajasthan Royals for the upcoming IPL season and then there’s Juhi Chawla who will be taking charge of the game plan for Kolkata Knight Raiders, in khan’s absence.
The second season of IPL is about to start from the 10th of April up to the 29th of May. The auction for the players that happened a few days back had obvious winners in the form of Pieterson and Flintoff. England’s Kevin Pietersen and Andrew Flintoff were signed for $1.55 million (Rs7.55 crore) a year each, topping the $1.5 million the India Cements Ltd-promoted Chennai Super Kings bid for India cricket captain Mahendra Singh Dhoni last year. Flintoff will play for the Chennai franchise and Pietersen for the United Breweries Ltd-owned Bangalore Royal Challengers.
The prices paid for cricketers who will join the Indian Premier League (IPL) in its second season clearly show no signs of the recession blues tormenting the rest of the economy. Will the franchise make money in the second season?
In the first season Mumbai Indians experienced a loss of 16cr, Royal Challengers, Bangalore with a loss of 43cr, Hyderabad Deccan Chargers with a loss of 18cr, Chennai Super Kings with a loss of 0.2cr, Delhi Dare Devils with a loss of 6.6cr, Kings XI Punjab with a loss of 2.4, Rajasthan Royals with a profit of 6cr and Kolkata knight Raiders with a profit of 13cr. Will these figures get worse this year with the recession in economy?
With minimum of 33% revenues coming from Team Sponsors, apart from Broad casting rights and Gate Receipts, the recession will have an impact on the Net Profit/Loss of the Franchises. With the recession in economy will the team sponsors spend so much on franchises? Will the DLF continue as the major sponsor for the IPL? Have to wait and watch what the IPL has to offer this time.

SLUMDOG MILLIONAIRE,INDIAS HOPE AT THE OSCARS:


After its win in golden globe awards, its the turn of BAFTA. BAFTA is The British Academy of Film and Television Arts, equivalent to Americas Oscar awards. It bagged 7awards from its 11 nominations, with best Director, best film and best music director being the highlight. Its total international awards tally got closer to 50. Will it cross the 50 mark with an Oscar? Will A.R.Rahman be the first Indain Music Director to win oscar? we have to wait till oscars on feb 22.

Tuesday, January 13, 2009

STARBUCKS in Japan

Starbucks Corporation is an international coffee and coffeehouse chain based in Seattle, Washington, USA. Starbucks opened its first store in Japan in Ginza, Tokyo, on Aug. 2, 1996. Starbucks Coffee International signed an agreement with Sazaby Inc., a Japanese retailer and restaurateur, to form a joint-venture partnership on Oct. 26, 1995.
There is a belief that STARBUCKS cannot make it into the Japanese market because of their predominantly tea drinking habit and that they never buy coffee in paper cups, but Starbucks proved them wrong.
Before the arrival of Starbucks, Competition is roasting in the tea room and coffeehouse market, estimated at nearly ¥1 trillion ($8.12 billion) a year, an industry led by Doutor Coffee Co., the giant franchise that has been deploying around the country since 1980. Doutor provides cozy space for smokers, sells cheap hotdogs and sandwiches to the takeout crowd apart from the coffee. Starbucks had to adapt to the local climate to be successful in the market, but Starbucks entered as a Non-smoking coffee house. Starbucks maintains a fresh aroma in the store and the beans in good condition; they also offer plenty of food items, including sandwiches and salads. Starbucks has been releasing original CDs featuring seasonal jazz that are played in the coffee shops as background music. With their evident popularity among young Japanese women, Starbucks would now pose a killer threat to the cramped, smoky havens of Doutor.

Doutor sells a regular-size Blend Coffee for 180 yen per cup and uses china cups for in-store customers. Starbucks offers a short “Coffee of the Day” for 250 yen, and mostly uses paper or plastic cups whether customers imbibe in or outside the shop. They differ in style and also Starbucks concentrated on a niche market, coffee drinkers who are willing to spend just a little more to enjoy excellent coffee in a first-class setting climate, so they are carefully avoiding head-to-head competition. Starbucks income was $20.3 million for fiscal 2000, compared to $3.2 million for fiscal 1999.
American market has been saturated, and this has been reflected in the stock price, which is down almost 50% versus last year. The situation is somewhat different here in Japan. The market is not quite saturated and the brand continues to grow. Starbucks has now more than 500 locations in Japan.

Wednesday, December 31, 2008

Global (Economic) Meltdown 2008

The global economic downturn made 2008 a forgettable year. It had its usual share of ups and downs for India Inc. Here’s a look at some of the events that shaped the year:
10 Jan: Sensex hits its all time high of 21,206.77 points. ‘Nano´ is born. The world’s cheapest car costing Rs100,000 unveiled at 9th Auto Expo in Delhi by Ratan Tata.
15 Jan: India’s largest IPO by Reliance Power to raise Rs11,000 crore opens. The issue closed on 18 January but was hammered in the market on debut. The company issued bonus shares to retain investor confidence.
21 Jan : The Sensex saw its highest ever loss of 1,408 points at the end of the session.
26 Mar: Tata Motors announces agreement with Ford Motor to acquire Jaguar Land Rover for $2.3 billion.
11 June: Japanese drug firm Daiichi Sankyo acquires control of Ranbaxy for over Rs22,000 crore - essays biggest Indian pharma industry deal.
25 June: Idea Cellular acquires 40.8% stake in a smaller rival Spice Communications for about Rs2700 crore.
8 Aug: South Korean steel giant Posco gets approval from Supreme Court to go ahead with its Rs51,000 crore steel project in Orissa after getting environmental clearance.
11 Aug: Low-cost airline Spicejet secures $100 million investment from Goldman Sachs and WL Ross.
16 Sep: US Foods and Drug Administration bans 30 drugs manufactured by Ranbaxy Laboratories at its two facilities in Dewas and Poanta Sahib.
26 Sep: HCL Technologies makes a cash offer of 650 pence a share for acquiring UK-based SAP consulting firm Axon Group.
3 Oct: Tata Motors pulls out of Singur, where it planned to set up the mother plant for Nano at an investment of Rs1,500 crore.
7 Oct: Tata Motors announces new Nano plant will come up at Sanand in Gujarat at an investment of Rs2000 crore.
Oct 8: TCS acquires 96.3% stake in Citigroup Global Services Ltd, the BPO outfit of the American bank, for $505 million.
13 Oct: Jet Airways and Kingfisher Airlines form operational alliance to cut costs.
15 Oct: Jet Airways lays off 1900 of its employees in various work profiles. Two days later, company Chairman Naresh Goyal orders reinstatement of all the sacked employees.
21 Nov: Dabur India acquires 72.15% stake in women’s skin-care company Fem Care Pharma (FCPL) for Rs203.7 crore.
16 Dec: India’s fourth largest IT firm Satyam Computer announces acquisition of Maytas Properties and Mytas Infra for $1.6 billion dollars.
17 Dec: Satyam calls off acquisition after angry shareholders response. Since then, four of the company’s independent directors have quit.
23 Dec: Country’s third-largest software services provider Wipro agrees to buy Citi Technology Services Ltd from Citigroup for about $127 million.
25 Dec: World Bank says Satyam barred from doing business with it for eight years; Reliance Petroleum commissions its 580,000 barrels per day refinery ar Jamnagar.
31 Dec: Stock market benchmark Sensex closes trading for the year down 69 points at 9,647.31. It had peaked to 21,206.77 points in January.
IT sector:
· The sector, which has been charting a growth of over 30%, had to settle for a growth rate of 20%, as the global slowdown plunged the industry into unpredictable times.
· The Indian firms and employees continue to struggle with the ‘pink slip’ showing more every day.Satyam recently announced they will be laying off 400 people (Satyam fires 400 people), Wipro let go of under 2000 people for non performance (Wipro to remove staff for non-performance), other IT vendors including Patni (Patni hands pink slips to non performers), Convergys (Convergsys shuts down Mumbai facility) have been laying off people under the non performance umbrella.
· In the year filled with economic disasters, the failed attempt of country’s fourth largest software exporter Satyam to botch up two family-promoted firms for $1.6 billion not only resulted in loss of face but also hit the reputation nurtured by the Indian IT sector over the years.
· HCL pipped rival country’s second largest IT giant Infosys to bag UK-based SAP consulting firm Axon for $658 million.
Currency Values:
Dollar was broadly higher while oil fell below $39 a barrel, a 60% loss for the year. · The euro has fallen by around 3.4% against the dollar over the year. However, it recovered towards the end of the year, jumping by over 10% during December.
U.S:
Job unemployment rates are highest ever in the US. Here are some harsh facts for the US markets:
• 84,000 jobs lost in August 2008
• Unemployment rate a five-year peak of 6.1%
• 2.2 million Americans lost their jobs in the past 12 months
• Firms laid of 605, 000 workers in 2008 with an average of 76,000 a month
Global Meltdown:
· Scientists have long agreed that climate change could have a profound impact on the planet; from melting ice sheets and withering rainforests, to flash floods and droughts.
· The most likely rise, of 4C by the end of the century, would cause droughts across Africa, and a fall in harvests of 15% to 35%. Globally, crop yields would fall 10%.
· Sea levels would rise by up to 59cm, with Bangladesh and Vietnam among the worst hit, along with coastal cities such as New York, London, Tokyo, Kolkata and Karachi.







Monday, December 29, 2008

Ten Deadly Sins of marketing



Philip Kotler:
1. The company is not sufficiently market focused and customer driven.
2. The company does not fully understand its target customers.
3. The company needs to better define and monitor its competitors.
4. The company has not properly managed its relationships with its stakeholders.
5. The company is not good at finding new opportunities.
6. The company’s marketing plans and planning process are deficient.
7. The company’s product and service policies need tightening.
8. The company’s brand building and communications skill are weak.
9. The company is not well organized to carry on effective and efficient marketing.
10. The company has not made maximum use of technology.