Marketing review

Nokia 7370: The Nokia 7370 "swivels" open to reveal its elegantly hidden keypad. Beautiful patterns into the elegant metal trims are contrasted by leather-inspired faceplates. The Nokia 7370 is available in two colour schemes, coffee brown and warm amber, with each model offering a distinct set of graphics, screensavers and even dedicated camera keys.

Key features:

Nokia 7360: Trend-conscious men and women will appreciate the Nokia 7360's mixture of patterns and textures, which are perfectly complemented by elegant accessories, including straps and carrying pouches. The Nokia 7360 is also available in two signature L'Amour Collection colour schemes, coffee brown and warm amber.

Radio City revamps brand identity
Radio City is revamping its brand identity. While the initial focus of the company was to grab new listeners the radio station is now telling its audience to get involved in its channel and escape into a new world.

Radio City has launched a new brand tagline, City Mein Kho Jao, which promises to offer innovative content and music leadership. Also launched is a new Radio City anthem composed by Shankar-Ehsaan-Loy.

The company has also started a programme called RC Live in Bangalore recently, which patronises local bands, and the coming months, said Ms Purohit, would see the launch of more such programmes across cities, that would encourage local talent.

As part of its new brand identity, the company also plans to reshuffle its content based on mood mapping.

The new brand identity would be supported by a 360-degree media campaign, which positions Radio City as a companion which helps its listeners to move into a positive new world.

Heritage plans retail foray
Hyderabad based Heritage Foods (India), milk and milk products company, plans to foray into processed food products retail business as well as infrastructure and construction.

The company has appointed KSA Technopak (India), a Curt Salmon Associates joint venture, as consultants for the proposed processed food products retail business.

Hind Group launches fast food chain `Fast Trax'
Processed foods exporter, Hind Group, is diversifying into the fast food business. The company is launching a retail chain of restaurants under the "Fast Trax" banner across the country.

The company is also toying with the idea of opening its outlets in different retail formats. The company has already opened an outlet in the Capital, which offers Indian snacks and deserts in a price range of Rs 29-90. Most of the outlets would take the form of small and Quick Service Restaurants (QSR)-type outlets, while the others would be in the dine-in format.

Cadbury launches Halls fresh mint variant
Cadbury's `is offering Halls in a Fresh Mint variant. The company says the new green smooth candy confectionery is all set to augment the brand Halls and give consumers a refreshing alternative under the Halls brand experience.

According to the company the `Mints' category market is growing 20 per cent, and a large part of this growth has been driven by increased consumption by the youth.

Timex Corp launches new retail strategy
Timex Corp has charted a dual retail strategy this fiscal which would have larger, more youth-centric exclusive outlets called "Time Factory" in major cities, and a smaller model for tier-two cities.

The company is planning to open 10 new "Time Factory'' outlets across 10 cities by the end of this year. At the same time, it will increase the number of Timex exclusive outlets from 6 to about 40 in 2006. Watch sales are increasingly being driven by impulse purchases," according to the company.

The company is optimistic about growth as the trends in the watch market have been encouraging, with multiple ownership of watches on the rise and watches increasingly being looked as fashion accessories.

The company has been test marketing other brands from its international portfolio and now plans to launch the FCUK and Opex brands on a national scale from March. While Opex brands are priced at between Rs 2,000 and Rs 5,500, FCUK watches are more expensive at Rs 4,000-9,000.

Britannia looks to capture niche segments for growth
Britannia Industries is aiming to capturing various niches of the snacking segment. The company is planning to roll out smaller packs under its major sub-brands and would be gradually expanding its `ticki-packs' (packs of two or four biscuits) concept across its product range.

Another niche segment the company has identified as a potential growth driver is `in-between-meals snacking', and it would soon be rolling out more products to address this category.

The company has in the past launched products targeted at the "occasion-based" (such as Diwali greetings gift packs, etc) segment. Meanwhile, it is currently test marketing newer products, which include cup cakes in Kolkata, Marie Gold Doubles in Chennai, and Mozzarella cheese in Mumbai.

It has also introduced Marie Gold Doubles with the `biscuit within a biscuit' catchline in Chennai and plans a phased launch in the rest of the country.

The company is also test marketing higher aroma ghee too in the South.

Last year, Britannia launched a health drink called Anlene in Kolkata and Chennai and is currently testing the "marketing mix" for the product.

Bombay Dyeing to focus on `Bed & Bath' stores, plans network
Bombay Dyeing & Manufacturing Company is planning to set up a strong network of theme stores under the brand `Bed & Bath' across the country.

The company has identified potential areas across the country for opening theme stores and has finalised plans to open around 25 stores in major cities and towns in the next 12 months. A majority of these would run under franchise arrangements.

Bombay Dyeing is also revamping its retail stores with a new product line, packaging, display, merchandising and advertising.

Hero Honda launches Pleasure
While two-wheeler majors are moving to the bikes segment, Hero Honda has launched Pleasure in the scooters segment targeted primarily at women. The company plans to garner about 10 per cent share of the scooter market.

Hero Honda has taken its strategy one step further by opening exclusive women's outlets called `Just4her'.

With broad seats that offer greater riding comfort Pleasure comes in a range of flashy colours (eight in all) with body coloured mirrors along with bright hues suggesting that its core customers would be young girls. Powered by a 102-cc engine, the scooter is placed alongside Honda's Dio, which generates 7 bhp. The Pleasure can attain a top speed of 77 kmph and at Rs 36,400 (ex-showroom New Delhi), the scooter is priced about 10 per cent higher than the Scooty Pep and about 4 per cent lower than the Dio.