Marketing review

Coca-Cola launches Sprite Ice
Coca-Cola has launched "Sprite Ice," its internationally successful new product innovation in India. The roll out of Sprite Ice, which combines the taste of lemon and lime, comes close to the market success achieved by Sprite regular in India.

According to a press release, Sprite regular is the fastest growing CSD in the country and the launch of the new innovation is aimed to further enhance the market leadership position of Coca-Cola India. From a larger strategic perspective, the new initiative assumes even greater significance as the company now provides a greater level of choice to consumers.

Sprite Ice has been launched in two pack sizes — the 600ml blue colored dimple bottle and the 200ml full sleeved option, priced at Rs18 and Rs7 respectively.

According to the company, "Innovation has always been the hallmark of Coca-Cola India's business strategy. It is this focused approach which has enabled us to deliver innovations which appeal to the tastes and lifestyles of our consumers. This year, we have already rolled out new initiatives on both the product and packaging innovations in key categories like carbonated soft drinks, juices, tea and coffee and will continue to provide more refreshing options in the next two months."

Sprite Ice has also been launched in Canada, Belgium, Italy, France, Mauritius, Malaysia, Hong Kong, Australia, Singapore, Thailand etc simultaneously.

Coca-Cola India has drawn an aggressive consumer activation campaign to market Sprite Ice in the country. The 360 degree marketing plan involves includes airing of TV commercials on leading channels. The TV campaign conceptualized and shot by Ogilvy & Mather, Worldwide highlights the extreme Icy cooled sensation experienced by a Sprite Ice drinker.

Complementing the mass media effort are a range of other marketing activities, which includes organizing road shows including extensive experiential sampling sessions in schools and colleges, further backed by range of internet & SMS contests.

Glaxo claims superiority over other milk foods
Glaxo SmithKline Beecham claims its Horlicks drink is actually superior over other health food drinks being sold in the market. The company says children who drink Horlicks are taller, stronger and sharper than others. (See: GSK makes a 'horlicks' out of its media meet)

According to the company, this claim is based upon the findings of a study conducted by the Hyderabad-based National Institute of Nutrition. Researchers at the institute identified a boarding school where 869 children were divided into two groups and were served the same food, taught by the same teachers and participated in the same physical activities.

However, half of the children were served Horlicks while the rest were served an unidentified health food drink for 14 monthsThe company claims that the results from the study have established that the group which drank Horlicks "were significantly taller, stronger and sharper than those in the other group".

Hence, from now on Horlicks will carry a new logo on the pack stating — `now proven - taller, stronger, sharper'. The company will also air a new TV campaign talking about the same claim. The company is spending around 7-8 per cent of its sales on advertising and marketing.

Advertising of prescription drugs may be banned
The health ministry is planning to amend the Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954 to curb prescription drugs from being advertised.

According to the Drug Controller General of India (DCGI), the amendment would clearly state that Schedule H drugs (prescription) cannot be advertised. This issue came under the limelight when the Delhi-based Wings Pharmaceuticals advertised Diclown Plus on television. The key ingredient of the medicine, Diclofenac Sodium, falls under the Schedule H of Drugs and Cosmetics Act, 1940, and the corresponding Drugs and Cosmetic Rules, 1945, mandates that the drug is "to be sold by retail on the prescription of a registered medical practitioner only."

The ministry has circulated a draft notification to enhance the list of drugs under Schedule H.

Pantaloon to enter domestic fast-food segment with Chamosa
Pantaloon Retail India is planning to enter the domestic fast foods business with the launch branded retail outlet Chamosa.

The Chamosa branded chain will dish out the all-time favourite combo garam chai (hot tea) and sizzling samosas and the company is now testing out the concept with a Chamosa kiosk in the middle of central Mumbai's Phoenix Mills area, referred to as the 'malls district' of Mumbai.

The Chamosa brand will leverage the Indian shopper's tendency to go value for money propositions.

At Chamosa, a six-piece samosa platter is available for Rs10 and a cup of piping garam chai for Rs4.

Samosa are available in flavours ranging from the popular Punjabi samosa, to paneer samosa and even a sprouts samosa for the calorie-conscious. The range of tea too is as eclectic with favourites such as masala chai, chai elaichi, ginger tea, lemon tea and iced tea on the menu.

RPG Group focuses on 'brand Spencer'
The Rs 8,460-crore RPG Group is restructuring its retail business and plans to use the brand name of Spencers for all its non-music division. Hence the group would no longer use the FoodWorld or Giant brand names.

The group's department stores will be known as Spencer's Hypermarkets, Spencer's Supermarkets and Spencer's Food Stores. The music division of the group MusicWorld will remain as it is while the cosmetics division has moved away from the RPG wing to Dairy Farm, RPG erstwhile joint venture partner.

Recently RPG Retail and its joint venture partner, Dairy Farm International, decided to part ways. After the separation, the RPG Group will take over 49 out of the 93 Food World stores and rest will be managed by Dairy Farm.

The company is also shifting its headquarters from Chennai to Kolkata.

The restructuring also means there will be a change of guards at the company. The group is appointing Jitu H Mehta, currently Hindustan Lever's executive director in charge of the ice-cream business, as president of Spencer's while Sumantra Banerjee, managing director of CESC, will continue to operate as CEO of RPG Retail.

Tata Tea to acquire more global brands, to expand product range Tata Tea plans to acquire more tea brands after divesting its tea plantations in Kerala.

With the acquisition of Tetley, Tata Tea has become an active player in 35 countries, spanning the US, Europe and Australia. With the acquisition of more brands the company envisages becoming a truly multinational FMCG company in the branded tea business.

The company will continue to increase its product range. The introduction of flavoured tea bags — masala, ginger, cardamom and lemon in the North Indian markets have elicited encouraging response. The company will soon launch the product in the South Indian metros and cities as well, targeted mainly at the middle class urban households.

Cool summer with Arrow Linen shirts
Arrow Sport, from the menswear brand Arrow, has launched its linen collection for the season. The emphasis is on yarn dyed stripes and checks and light, breathable fabrics with an interplay of subtle colours styled in comfortable fits. The shirts are all about being simple, getting colorful, looking relaxed, and going out in style.

Arrow was the first brand to launch a linen range in the premium segment four seasons ago across chambrays and solids. This season the bright hues of acid green, pinks, shades of blue, lilacs and bright overtones of navy, red, olive, purple and peach are available in yard dyed stripes and checks.

According to the company the shirts made of environment friendly fabrics absorb moisture and heat from the body to ensure comfort and yet maintain an individual style.

Priced at Rs1,495 onwards, the collection is available at exclusive Arrow showrooms, leading multi-brand outlets and departmental stores at all metros and mini metros.

The linen shirt collection is complemented by a line trouser collection priced at priced at Rs.1795 per piece.

The Arrow Company also owns international other premium brands such as Calvin Klein, Kenneth Cole and Izod.

Emami brings Fair & Handsome for men
Emami, the Rs 320-crore personal beauty care products company, has launched Fair and Handsome, a fairness cream for men. The company feels confident that male consumers' heightened image consciousness will fuel the growth in the men's grooming market in India.

The product is being test marketed at present in select centres in Andhra Pradesh and Tamil Nadu and would be launched at these centers initially.

Emami would gradually reach this product to other centres in a phased manner.

Taj group offers exciting monsoon packages
The Taj group has reintroduced its monsoon package of 'Taj Monsoon blockbuster offers'.

The Taj Group offers valid from June 16 to August 31, are available across the Taj Hotels Resorts and Palaces in Goa, Kerala, Rajasthan, North India and South India.

At Goa, the offers include a two nights stay at the Taj Holiday Village for Rs2,225 and a three-night stay at the Taj Exotica for Rs2,750. Similar offers are available at the other Taj Goa Hotels — the Taj Holiday Village and Fort Aguada Beach Resort.

The offer includes airport or railway station transfers, accommodation, buffet breakfast, lunch and dinner, a head and shoulder massage per couple per stay, complimentary meals and stay for one child below the age of 12 years sharing the room.

The monsoon packages available at Kerala include Ayurveda treatment at the Taj Kerala Hotels — Taj Malabar, Cochin; Taj Residency, Ernakulam; Taj Green Cove Resort, Kovalam; and the Taj Garden Retreats in Kumarakom, Thekkady, Varkala and Madurai in Tamil Nadu.

The rates start at Rs1,950 for a three-night stay at a combination between Taj Malabar, Cochin, and the Taj Garden Retreat, Kumarakom. A five-night stay will cost Rs1,840, and a seven-night stay Rs1,670 at a combination of the seven participating hotels mentioned above. The rates are per person per night on double occupancy for a minimum stay of specified nights.

The package in Kerala includes accommodation and breakfast for two adults and two children under 12 years sharing the room, head and shoulder massage per couple per stay, consultation with an Ayurvedic physician, 15 per cent discount on F&B, laundry, telecom and Ayurvedic massages. Visitors can also experience the art of herbal healing at the Taj Ayurveda Centre in Taj Residency, Calicut, which has been awarded the `Green Leaf' classification by the government of India for conforming to the highest standards of Ayurvedic treatment.

Taj group's special offers are also available at destinations across Rajasthan, North India and South India including the Jai Mahal Palace, Jaipur; Taj Hari Mahal, Jodhpur; Taj View, Agra; Hotel Chandela, Khajuraho; Taj Ganges, Benaras; Usha Kiran Palace, Gwalior; and Fisherman's Cove, Chennai; Taj Garden Retreat, Madurai; Savoy Hotel, Ooty; Taj Garden Retreat, Coonoor; and Taj Garden Retreat, Chikmagalur.

Zee TV goes back to five-day week for airing serials
Zee TV is again planning to air its teleserials from Monday to Friday and will discontinue the Monday to Thursday format taken up earlier.
Starting June 13, all daily serials on Zee TV will be aired between 1.30 p.m. to 9 p.m from Monday to Friday.

Besides the daily afternoon movies, some of the serials that would fall under this initiative at prime time are the popular Sinndoor Tere Naam Ka, Tumhari Disha and Sarrkkar - Rishton Ki Ankahi Kahani.

— Compiled by Mohini Bhatnagar