- Dell croons at youth hotspots to create a buzz for ultra-books.
Review:
- This article talks about how ultra-books are not doing quite well in the PC
industry and how efforts are being taken to improve the sales with respect to
ultra-books. Ultra-books are nothing but slimmer version of PC with long battery
backup and almost same features that a laptop can provide. The companies like Lenovo,
HP, Acer, Toshiba, Samsung, and Dell are focusing on this market. “The market
is flat but the revenue is fat” was the statement given by an HP and they are
targeting around 15-20 percent market share by the end of 2013. Dell has
forecasted that it would enjoy a 12.9percent market share by the end of 2013.
Dell has come up with a new marketing strategy with regards to its new
ultra-book according to which they are targeting a niche segment which is youth
within range of below 30 years. The company has come up with the concept of “My
ultra-book my music” for catering the need of music lovers and music makers.
The Top Dj’s will judge the competition and people are allowed to create their
own music in dell ultra-book stations which are strategically placed in youth
hotspots across all metropolitan areas in an around India According to the
marketing head of Dell India, “These segments were earlier targeted by
cigarette companies but now we have also adopted this strategy and its working
people love to interact and make their own music, with this not only we are
encouraging young minds to explore their talents but also we are exhibiting the
capabilities of our product.
Implication:-
The product will be favorite among the youths and the company is trying to
position itself as the coolest brand and creating an image as most happening brand, which will not only
boost the company’s revenue but also will boost the image of the company. The
company is using a BTL strategy which is showcasing the touch, feel factor
among the youth.
- Greenlam tunes into radio marketing
Review:
- This article talks about how the company greenply is going old school by
using radio as a medium for marketing. The company brand manager Mr.Kakkar
speaks about how the company has evolved during the years and how the company
has tried to reach out its customers through various ad-campaigns such as
‘Dikhaanem Ka Jee Kare’, which highlighted a feeling of pride in your homes.
And then, ‘Dikhe Itna Accha, Dil Toh Karega He’. Now they have taken the larger
platform of beauty which says ‘Zamaane Ko Sajaana Hai’.”
The company has a
healthy network of more than 300 distributors and dealers. It has adopted a 360
degree campaign in order to connect with its customers; Company is spending
more than 10-12 crores on advertising via radio. The advertising will be done
during prime time and super prime time. The company believes that any medium
which helps the company to connect to its consumers are the best medium and
hence believes that radio connects 70% of the population and has targeted
listeners who travel by car or are motivated radio listeners within a age group
of 30 and includes both genders i.e. males and females. The company has come up
with an competition “To decorate Taj mahal virtually” and more than 5000-7000
entries has already been registered from major cities like Mumbai, Delhi, Kolkata,
Bangalore etc. This competition is done with the help of radio jockeys and the
winner of this competition will have a full interior decorated by greenlam
laminates.
Implication:
-
Radio is still an efficient medium for marketing. The methods adopted by this
company is very different and is targeting a niche population and is adopting
360 degree campaign just to revamp its brand image and create a good brand
image about the company. The company is staying true to arming itself with an
absolute integration of marketing mediums.
- Eternity of Brands 2013 – By Anurag Batra
Abstract:
This article talks
about the brands that are expected to be in limelight in 2013. Apart from the
FMCG or consumer durables in the B2C space, it also focuses on larger than life
brands; politicians, sportsmen, corporate czars, celebrities and cities.
With the 2014 elections
drawing near, the man leading from the front for Congress, will be the Gandhi
scion, Rahul Gandhi, who will be heading the party’s coordination committee for
the 2014 elections. In Bollywood and Cricket, three celebrities rule the chart;
Amitabh Bachchan, Sachin Tendulkar and Mahendra Singh Dhoni. CelebScore,
considered to be a gold standard in celebrity rating, recently came out with
its latest rankings. According to it, no.1 ranked in celebrity rating is Mr.
Amitabh Bachchan with score of 60.1, Sachin is ranked no.2 with score of 58.5
and M S Dhoni is at no.7 with score of 54.5.
In the corporate, Tata
Group will be an interesting brand to watch out for, as new leader in the form
of Mr. Cyrus Mistry will take the charge. Year 2012, saw Coca-Cola, turn into a
story-teller and publisher with the revamp of its global website into a digital
magazine – Journey. Coca-cola’s 2013 digital plans would make an exciting
observation.
These brands in some
way in these ephemeral times are eternal. Will their eternity see some
metamorphosis? Can just wait and watch.
- JLR grew by 150% last year; future growth pegged at 84%
India is becoming a significant player in the luxury car
segment, as the demand for these cars is steadily increasing, feels Rohit Suri,
Vice President, Jaguar and Land Rover India. He further says that India has a
fairly significant share in JLR’s global consideration. “We have seen
tremendous growth, last year we grew by 150 per cent and we are going upwards
YoY. We already have 15 outlets in the country and are going to expand,” he
adds.
The new Range Rover claims to have retained the overall
essence of its predecessors and is scheduled for deliveries starting end
January 2013. JLR claims to have a presence in more than 170 countries across
the world, where does India, that is the birthplace for its parent company
Tata, stand in the global scene of JLR motors?
After the launch of its other model, Evoque, in India and
globally, JLR claims to have sold over 1,00,000 models across the world.
Looking at an 84 per cent growth in India and also claiming to have more than
doubled the sales in terms of volumes since last year, JLR claims to be a
significant player in the Premium luxury segment with the other German Premium
Luxury brands occupying the top three positions. The brand claims to have a
different product portfolio when it comes to Land Rover, which Suri says cannot
be compared to other cars.
With Utility Vehicles growing by 60.54 per cent as per SIAM,
including luxury SUVs, does Land Rover hold a significant share in the market
of Luxury automakers today? Dickens says that the brand delivers a premium
product and it is not looking at market share as the volume will come by
brand and product integrity.
Not only experiential, but JLR for promotion of its vehicles
is doing events, advertisements through hoardings and print to attract
attention and make people aware of its products. The journey of Land Rover has
been long since 1966 but will this vehicles always be a niche amongst the Brits
or will make a mark in India as it is under new parenting?
- Complete revamp of dealer network helped Mercedes grow
When Debashis Mitra, Director, Sales and Marketing,
Mercedes-Benz India, joined the company in 2008, it was a tough phase for
the market and the organisation. There were business challenges, emerging
competition and an aggressive pricing strategy that was slowly eating up the
market share. The network was good but required change to take on the challenge
of the product line-up, which in turn needed immediate attractions.
In Mitra’s words, it’s still easier to fight external
challenges than it is to address internal weaknesses. “The consistent growth in
the luxury car market was a truth, a clear indicator of hidden potential. It
was perhaps our mindset as a whole which required a rejig. We found it
necessary to look inwards and find a solution to the challenges,” Mitra told
Impact, a weekly media, marketing and advertising magazine from the
exchange4media Group.
Mercedes-Benz India went for a complete revamp of dealer
network, and new dealerships were got on board. “With consistent efforts to
uplift morals coupled with change management, we had our business partners more
focused on the target and reflect similar passion as us for the brand. This
helped us emerge as a stronger and more effective sales channel with more than
50 touchpoints in 26 cities,” he said.
Despite the strong foothold in the Indian market,
Mercedes-Benz had to change its course of action for good and Mitra is happy
that the company took the right steps at the right time. “We began 2010 with
the Pure Fascination campaign at the Auto Expo, unveiling the world’s best cars
to the Indian market. In all, 24 products launched over a span of 12 months
that made us grow at 88% as against the industry rate of 80%. We remain market
leaders today in core competitive segments, and that’s the most fulfilling
result of our efforts. Until we meet at the next juncture, safe driving!” he
added.
- Coca-cola embarks on a new digital ‘Journey’
By: Arshiya Khullar
Share Happiness has
been Coca-Cola’s mantra for quite some time now. The mother brand now wants to
share its journey too. The brand has revamped its corporate website to name it
Coca-Cola Journey, which the brand claims is a global online magazine created
to share the brand’s story.
Coca-Cola’s “most
ambitious digital project” hopes to reach a wider audience and fuel greater
interactivity and dialogue. With a responsive web design, Coca-Cola Journey is
more than just a business portal and stands out for its marked departure from
the conventionally staid and static corporate websites.
Coca-Cola is interested in innovation and in
creating sustainable communities and ‘Journey’ will tell all these stories. And
with these stories, the brand is looking to target an audience with certain
psychographics; a digitally savvy, well-connected stakeholder and influencer.
This article states
that Coca-Cola has embraced the role of a publisher and storyteller. It
signifies a crucial step forward in the implementation of the brand’s 2020
vision of marketing and its “liquid and linked” strategy. Opposed to static
storytelling and one way conversation on traditional media, ideas and content
on the web need to be liquid and linked. The company’s corporate website,
before the makeover, was static in nature, while it claims to be drawing around
a million unique visitors a month, the company realized that the platform had
to be used to show users, real content and give them real experience.
This article also
states that it needs to maintain a balance between different forms of media.
“We cannot ignore any piece of media- owned, paid or shared. They are all
important in a connected content strategy” they say.
- Retail in India doesn’t pay much
By: B Nagesh
This article states that in India, retail doesn’t pay
much as compared to the Western world. However, things are changing and
retailer’s wants their retail employees to say, ‘I love working in retail’.
“I have a philosophy called ‘Learn, earn and return’.
A person’s life-cycle should go like this: 25 years of learning, 25 years of
earning and 25 years of returning. I have crossed 50 and so I have decided it
is time for me to step out of the day-to-day operations of Shoppers Stop and
start giving back to the society that has given me so much. Trust for Retailers
and Retail Associates of India (Trrain) is my way of ‘returning’.
The new mission is to impact the people’s lives both
at work and at home. B Nagesh says, “Many retail employees may work for 20
years in the industry and still their salaries don’t go up because they come to
a sort of ceiling. Our objective is to see that they can improve as they move.
We have actively taken up a few things, among them training to see if we can
bring the disabled into the industry and to create a feeling of pride and
respect among employees. If the employees are empowered and if they can do a
better job, the industry will grow. I want them to say ‘I love working in
retail’.
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