Marketing review

Balrampur Chini exits branded sugar biz
Balrampur Chini Mills has withdrawn its sugar brand Pyaar, Dulaar, Sanskaar from the market as the product failed to generate sales. The company introduced branded product two and a half years ago.

According to the company, the price difference of Rs3 to Rs4 between branded and unbranded sugar in the market led to the brand's failure.

Also branded sugar meant extra cost for the company on account of packaging, transportation and dealers' profit margin. These two factors made branded sugar business an unprofitable venture for Balrampur Chini.

Reliance plans to set up mega retail chain
Reliance Industries, led by Mukesh Ambani, is planning to set up the single largest retail chain in India, over the next five years covering 100 cities across the country. The company is said to be investing close to Rs30,000 crore in the chain that will be set up along the lines of big names in the US such as Wal-Mart.

RIL has started approaching various state governments for necessary clearances and acquisition of land, sources said.

The retail business would have almost all the leading brands and would be a mega initiative with a direct consumer base, requiring a huge workforce.

Wella expands operations
Wella AG, the Germany-based personal care multinational is planning to set up 5,000 salons across the country by June 2006.

Wella at present has an arrangement with 2,700 salons at present, where it provides technical training and owners promote Wella products. The brand has been able to capture a major chunk of the market in just four and a half years, according to the company.

Wella offers only hair care products in India though Wella AG has a range of products for professional and home use.

The company started its manufacturing unit in Vapi, near Mumbai, in November last year. It has technical centres in Bangalore and Delhi with another coming up at Kolkata in September.

Amul's big retail plans
Amul has ambitious retail plans. The brand, owned by the Gujarat Cooperative Milk Marketing Federation (GCMMF), is planning to start retailing fresh and frozen vegetables, fruits and fruit products to make greater use of its massive distribution network across the country.

As a run-up to its grand retailing plan, Amul proposes to set up 10,000 `Amul Parlours' across the country during the year, which will sell the entire product range of Amul products, in addition to the existing retail network for ice cream, milk and other products.

The cooperative had rolled out a few self-managed Amul Parlours a couple of years ago on an experimental basis. With the project turning into a big success Amul is planning a nationwide rollout of such outlets through franchise operators. At an average expenditure of Rs50,000 a parlour, the project will cost approximately Rs50 crore.

Meanwhile, the federation has firmed up plans for further expansion of its fresh milk business. Apart from Gujarat, Amul milk is now available in 12 cities across six States. Amul will expand its fresh milk markets to Kanpur and Lucknow this year.

Coca-Cola India gives dancers a chance to beat the heat
Coca-Cola India and Shiamak Davar are rocking the dance floor! Delhi's Summer Funk Show held at Siri Fort Auditorium marked the end of a seven-city extravaganza organized by Coca-Cola India and Shiamak Davar's Institute of Performing Arts (SDIPA).

Upasna group from Delhi won the "Coca-Cola Shiamak Davar Award and got an opportunity to meet Hindi film star Aamir Khan in Mumbai on June 26, apart from an all expense paid trip to Mumbai, courtesy Coca-Cola India.

Coca-Cola India and Shiamak Davar joined hands earlier last year to create a unique platform whereby outstanding young talent could be rewarded. The three-city (Delhi, Mumbai and Bangalore) Summer Funk had budding talent from all backgrounds putting their best foot forward to be the one to
win the prestigious Coca-Cola Shiamak Davar Award.

The criterion for winning this coveted trophy is choreography, dance expression, synchronisation (with music), and body coordination. Contestants are shortlisted through classroom sessions, technical rehearsal and live performance. In one of the Mumbai shows, Bollywood heartthrob Abhishek Bacchan (Aby Junior) gave away the Awards, thus exhibiting the popularity of the Summer Funk.

Dhruva Interactive launches Maria Sharapova game in tennis
Dhruva Interactive, India's first and most experienced game developer has launched the Maria Sharapova Tennis game in India. Maria Sharapova Tennis is available in India through Dhruva Interactive and in Europe, Asia Pacific and North America through I-Play. Reigning Wimbledon Champion, Maria Sharapova will front the top-of-the-line mobile game that is simple to play and provides high-quality, engaging and interactive gameplay.

Maria Sharapova Tennis offers players the best mobile gaming experience with quick singles or doubles matches to engage the player, as well as an incredibly challenging career mode. Participants can compete across four Grand Slam tournaments with a range of shots and court surfaces.

The game has already been released in some territories and has received considerable critical acclaim.

Godfrey Phillips rechristens Red & White Bravery Awards
Godfrey Phillips, part of the K.K. Modi Group and India's second largest cigarette manufacturer has dropped the brand name Red & White from its Bravery Awards. From 2005-2006 onwards, the Awards will be known as the Godfrey Phillips Bravery Awards.

According to the company the awards are part of Godfrey Phillips', corporate social responsibility initiative. We had decided two year ago to drop Red and White from the name so the intent is not misconstrued.

The rebranding exercise began two years ago with a progressive reduction in the emphasis given to the brand Red & White in the Bravery Awards. Even the logo underwent a change both in shape and size, reducing the significance of Red & White in the design and increasing emphasis on the company name.

The Awards were started in 1990 as a social initiative by Godfrey Phillips popularly known by its brand Red & White. The Awards have awarded and recognized over 900 people in the past 14 years.

The objective of the Awards is to inculcate the culture of selfless action amongst Indians and bring the extraordinary acts of physical valor and humanitarian deeds, into the limelight.

Motorola RAZR V3 chosen Mobile Phone of the Year by Asian MobileNews
Motorola, Inc has received the Best Mobile Phone Design award at the Asian MobileNews Awards 2005 ceremony beating five other competitors.

The Motorola RAZR V3 features design that centers on chiseled, super-thin, targeted, defined looks. Its distinctive silhouette has been designed to give the product character and personality, and the stark contrast in shape creates intrigue and evokes an emotional response from consumers.

Riding on the success of RAZR V3, Motorola has since launched the RAZR V3 Special Edition Black, a strong iconic mobile device that underscore the design ethos of the brand.

The Motorola RAZR V3 has won numerous awards worldwide in recognition for its break-though design, such as the 'most innovative product' in the United Kingdom's mobile phone industry's most prestigious award show - Mobile News Awards 2005.

Titan re-launches Fastrack watches
Titan Industries has re-launched its Fastrack brand of watches to keep in tune with the attitude of the present day youth, the core customers of the brand.

The company is releasing a new commercial in keeping with the improved image that positions the brand in a tongue-in-cheek colloquial phrase, `How many you have?' The Fastrack range is priced between Rs500 and Rs2,000.

The new Fastrack range will be promoted through a 360-degree media blitz across television, outdoor, events and promotion and will be avialble at Titan showrooms, Lifestyle, Shoppers' Stop and other department stores across the country.

Fastrack in collaboration with MTV has also introduced the `Fastrack MTV Masala Collection', a range of 10 unisex watches priced at Rs 500. Inspired by people, objects and situations that are typical for an Indian way of life.

— Compiled by Mohini Bhatnagar