Marketing review

Marico launches first-ever corporate campaign
Mumbai-based Marico has launched its first-ever corporate advertisement campaign, which is basically focused towards attracting and enhancing talent. Titled 'Uncommon Sense,' the campaign highlights the fact it is the unique paths taken by the firm in manufacturing, marketing and employee management that has been critical in establishing it as one of the leading FMCG companies of India.

The commercial features one of Marico's own brand managers. Currently Marico is amongst the strongest performing companies and also is recognised for some of the brightest and highest ranking professionals in the industry.

Brand valuation of Tata companies increases to Rs24,396 crore
The brand value of the group companies of Tata Sons has increased to Rs 24,396 crore according to R Gopalakrishnan, executive director, Tata Sons. He said "I think we are the biggest (brand) in India and head and shoulders above anybody."

The brand exercise by the Tatas assumes importance in the wake of the group's increasing expansion in the international market. The group is focusing on building the brand Tata in overseas markets as well.

Listing telecommunication, insurance and retail as three new areas for substantial investment, he admitted that the combined investment of the group companies could be about Rs180,000 crore over the next 10 years. He, however, did not provide any further details about the investments.

Sahara One to launch new Hindi film channel 'Filmy'
Sahara One Media and Entertainment's new Hindi film channel, Filmy, is scheduled to go on air on February 12. According to the company Filmy was yet another initiative of the to broaden its strong base in the entertainment business.

The channel would be completely `filmi' in spirit, and would not only air films but would also come up with a gamut of film-based shows with a focus on Hindi movies. It will have strong original programming in innovative formats to complement the movie content. The channel will have a mix of narrative and humorous programming, which is a key USP of the movies and movie-related shows offered by the channel.

The film-based programmes include shows such as Aaj Ki Filmy Khabar, a film news programme, Personal se sawal karti hai, and 200% Filmy. "Therefore, Filmy will not be just a film channel, but also a GE channel due to its innovative programming.

The company has kicked off an on-ground promotion titled `Filmy Yatra', which will see Filmy floats travel across the country. The channel is launching its on-air advertising and marketing initiatives from January 26.

Hutch offers job data on mobiles
Hutchison Telecom East has started offering details of select jobs on subscribers' mobiles. The company has launched the service in association with 2COMS Consulting, a recruitment company based in Kolkata that will provide the content to both paid and post-paid customers.

The telecom service provider will provide the basic particulars of openings in sectors such as banking, IT and telecom. The service will be available to subscribers across Kolkata, Bengal and Sikkim.

To search for jobs, caller will have to say "jobs" after dialling 123. The menu will consist of several industry categories, one of which must be singled out by the caller. The list of jobs under that category will then be announced. He or she may then say "apply" for applying for the job, after which a verbal confirmation will be received by the caller.

Kuoni targets HNIs with premium holiday brand
Tour operator Kuoni, with brands like SOTC (for outbound travel), SITA (inbound travel), and BTI-Sita (business travel), has announced the launch of its premium holiday brand, `Kuoni' targeted at high net worth individuals seeking exclusivity in service, delivery and experience.

According to the company the expectations of the elite Indian traveller were far more demarcated and streamlined than that of the regular leisure traveller. The product, which is offered in 20 countries, has been launched in India keeping in mind the growing prosperity of Indian families.

The product would initially be launched in Mumbai, Delhi and Bangalore and customers would be helped by counselors and a call centre has also been set up to handle their queries.
The company had taken on board a new team and office space for Kuoni Holidays.

Nestle launches Nescafe 3in1
Nestle India has launched a new variant of its instant coffee mix, Nescafe 3in1. The company is marketing the variant as the "the perfect cup of coffee — no matter what." It has also been launched in Delhi as a milder version of coffee.

Priced at Rs5 per packet, the mix is available in the Northern and the Western markets and is targeted at the youth segment. The company is considering a pan India launch of the product in the future.

Nescafe 3in1 has been test-marketed during which Nestle reformulated the mix to cater to the tastes.

Ishanya to be full of top brands
The country's first design centre and speciality mall, Ishanya, has already got anchor tenants like Home Solutions, the Pantaloon group's home needs brand, and its sub-brands Home Town, Mela, E Zone and 1 Collection. Ishanya is expected to be functional by July this year in Pune.

While Home Solutions has leased around one lakh sq ft of retail space, the other brands that are going to be present are international fabric and furnishing company, Ace, promoted by Pidilite Industries, Welspun and Fab India, which have leased around 15,000 sq ft of space each.

Ishanya is reported to have already leased 50 per cent of its 5,50,000 sq ft of its leasable space. And as far as the tenant mix is concerned, I S Narula, CEO of Ishanya, said that it would include brands, which offer unique solutions.

The company has also tied up with the Institute of Indian Interior Design, which will handle the mall's knowledge center, the library and data bank as well as the mock-up areas, where interior designers can display their designs.

Titan to look for newer retail formats
Titan Industries has begun exploring newer retail formats for the sale of its watches. The company says it is looking to revamp its retail identity and is also planning to open more flagship stores in the country, which would exclusively retail Titan watches. Apart from opening outlets in malls and the high streets, the company is also looking to give its stores a "new visual identity.

Titan recently launched its Wall Street Collection, which is targeted at the 22 to 35- year age bracket of "corporate young people". It has been spending around Rs40 crore on marketing and retailing of both Titan and its Fastrack brands.

The company's RAGA collection will also see more marketing activities and campaigns, this year. In the Sonata range, the company plans to offer sub-Rs300 watches to make its way into the huge semi-urban and rural markets in the country.

Pepsi Café Chino launched
PepsiCo India has launched a new variant of Pepsi called Pepsi Café Chino. The drink, described as a "mocha-latte shot" has an added coffee flavour to its cola taste.

The company has signed on Hindi film actresses Kareena Kapoor and Priyanka Chopra as its brand ambassadors. The drink is available in 200 and 300 ml glass bottles, 600 ml PET bottles and also in the 250 ml non-returnable glass bottles.

The new variant will be available for a limited period of two months and will hit the stores on January 21, a company release stated.