Marketing review

Godrej Agrovet to launch own garments label
Godrej Agrovet has decided to launch its private label for apparel under the Aadhaar brand. The company has set up 18 Godrej Aadhaar centres across India to cater to farmers.

At present the company is sourcing apparel from a number of retailers and will launch its own brand after some time. The company's apparel range would comprise kurtas, pajamas, shirts, trousers and women's wear, like salwar kameez and sari, all to be sold under the Aadhaar brand.

Godrej Agrovet would not manufacture the products but would source them from companies like Arvind mills, Century Mills and Vimal as well as those retailers who are already selling their brands at its centres.

Bangalore-based agency, Idiom, will design the format of its stores while KSA Technopack is in charge of the company's overall retail strategy.
Godrej Aadhaar will also have a new baseline - Khushi aur Khushali to attract farmers to its retail network.

SABMiller to bring own brands
South African brewer SABMiller Plc is now planning to bring in its global brands into the Indian market. The company will shortly begin test marketing of Italian brand Peroni in Mumbai. Since its entry into India five years ago it has been selling Indian brands such as Haywards 5000, Knock Out, Castle and Royal Challenge in India.

The company says it does not find any exciting brands in India and that it does not need many brands to cater to the country's demand.

SABMiller has nine breweries in India with a combined capacity of 2.5-million hecto-litre a year with one-third share of the market. The UB group is the clear leader with a 50-per cent market share.

Hutchison Essar phases out Orange, BPL, launches new logo
Mumbai: Hutchison Essar has phased out the Orange and BPL brand, in a bid 'to refresh the brand and inculcate a new Hutch Spirit.' The company has been offering its GSM services under the BPL and Orange brand till now. The company will soon launch a new brand with a new logo.

The new brand with a new logo accompanied by a new style, graphics and colour palette will give it a new look and feel according to the company. The company has done away with the orange colouring and the new colour scheme is bright pink. This tone of pink is incredibly vibrant, energetic and contemporary, feels the company.

The company is also planning to consolidate its brands - BPL, Orange and Hutch - under the Hutch umbrella. This would help in providing a "more effective and customer-centric approach" and offer uniform rates and services across all its 13 circles in the country.

US dollar store outlets to open in India soon
Florida-based multi-million dollar, US Dollar Store, which pioneered the concept of the single price store has tied-up with New Delhi-based company Nanson Overseas to set up a retail chain in the country.

The 'US Dollar Store' outlets in India will sell household products ranging like health, beauty products, toiletries, food products and to toys with a fixed price tag of Rs99.

The first phase will involve setting up of outlets in the northern states. The first dollar store was opened in the capital in mid-September. The average size of these outlets would be 1,500 to 4,000 sq ft with an estimated investment in each store at Rs55- to Rs60 lakh.

Film actor Kajol to endorse Asmi diamonds
Hindi film actress Kajol is the new brand ambassador of Asmi, a diamond jewellery brand from the stable of Diamond Trading Company (DTC). The company has launched its latest range the Asmi -Kajol collection.

Priced at Rs8,000 onwards, the new Asmi range is available across 100 leading Asmi retailers in the country.

The company said that an intensive consumer survey revealed that Kajol inspires women across India. They clearly see her as a woman who exhibits a strong inner spirit to rise above all and strive to be the best. Hence, there is perfect synergy between Kajol and the Asmi woman.

DTC is the sales and marketing arm of the De Beers Group.

Porsche launches the Carrera
Porsche has launched the 911-type Carrera 4 and 4S all-wheel drive coupes in India. The Carrera 4S is powered by a 3.8-litre six-cylinder engine, generating a a maximum of 325 bhp, taking the car from 0-100 kmph in 4.8 seconds. The Carrera 4S can achieve a top speed of 280 kmph.
A smaller 3.6-litre engine powers the Carrera 4. The all-wheel drive system gives the cars greater stability.

Porsche's Active Suspension System (PASM) and Porsche Stability Management System are standard features in the cars.

The Carrera 4 and 4S are priced at $165,390 (Rs74.42 lakh) and $184,760 (Rs83.1 lakh) respectively.

Porsche will also introduce its coupé Cayman S by the end-November and Panamera four-door sports coupé in 2009.

Skoda launches diesel Superb
SkodaAuto India has launched a new diesel version of its flagship sedan model, the Superb.

The car is offered with a 2.5-litre turbocharged, direct-injected diesel engine generating 163 bhp of peak power.

This front-wheel drive car features a five-speed `triptronic' automatic transmission. The car is available in four colours — Sahara Beige, Black Magic, Candy White and Diamond Silver.

The SkodaSuperb is already available with a 2.8-litre, V6 petrol engine that pumps out 190bhp of peak power. The new diesel Superb is also built on the same B5 platform and the 4,803mm car features a massive wheel-base of over 2,800mm.

Some of the other exclusive features of the Superb are the four-way electrically adjustable, heated front seats with three memory settings, glove box with cooled storage, bi-xenon headlamps with dynamic adjustment telescopic washers, rain-sensing windscreen wipers, sun/moon roof, and luxury interiors with Victoria Onyx and Ivory nappa leather and Vavona wood tone trim.

Safety features include six airbags, anti-lock brakes with electronic brake force distribution and the Skoda electronic stability programme.

The new Superb diesel is priced at Rs22 lakh (ex-showroom).

Dabur unveils first campaign with Vivek Oberoi for Babool
Dabur India, India's leading FMCG company has launched a new advertising campaign for Babool toothpaste. The company had signed Vivek Oberoi for endorsing its oral care and healthcare range of products and this is the first new campaign being launched with the celebrity for Babool, its oral care product.

The new campaign is based on the concept Live Life Big Bite in line with the marketing strategy for Babool that is being promoted as natural toothpaste that strengthens teeth from roots -

According to the company, Vivek Oberoi imparts mass appeal, youthfulness and attitude into the brand. The creative is jingle based and continues to build on the popular Babool theme Subah Babool ki toh din tumhara.

— Compiled by Mohini Bhatnagar