The marketers- Group B4- Source- Rural /Retail

‘Roti Reminder’ a hit for Lifebuoy during Kumbh

  Neha Sankpal

Ø  MahaKumbh Mela 2013 at Allahabad is an opportunity for the marketers to promote and brand their various products. Through this companies can communicate to the small-town and rural population.

Ø  HUL country’s one of the largest consumer products along with Ogilvy has come up with an innovative way to promote their product Lifebuoy.

Ø  The company has partnered with around 100 dhabas and hotels to serve the special rotis that have a message “Lifebuoy se haath dhoye kya”. This message is stamped on the rotis with the help of special heat stamps.

Ø  They have also hired 100 promoters to stand in 100 kitchens across the mela. HUL hopes to create these reminders on 2.5 million rotis. The campaign will run for 30 days starting from 1^st Feb.

Ø  Sudhir Sitapati –General Manager at HUL states that Kumbh mela is a platform where all marketers are trying hard to sell their products at enormous cost whereas this ‘Roti Reminder’ gets the attention of massive audience at a low cost.

Steel Companies need to explore rural market: SAIL

Ø  SAIL chairman CS Verma has exhorted the steel manufacturers for exploring the rural market as he see a huge and untapped market in that segment.

Ø  At present, SAIL has a countrywide retail network comprising around 2,400 dealers at the district level and around 500 dealers at the taluka and block level.

Ø  With per capita consumption of steel at a level of only 15 kg in rural India, a vast potential exists for steel marketers to enhance sales in the segment.

Ø  With rural incomes rising in recent years and aspirations of the rural populace changing in tandem, strengthening of retail marketing has become imperative to retain the company’s market leadership.

Two wheeler sales zooming in Rural India

13/02/2013

Ø  Latest report by Centre for Monitoring Indian Economy (CMIE) says utility vehicle sales grew by 56.8% in the April 2012-January 2013 period.

Ø  The rural oriented passenger vehicles sales grew by 6.8% - car sales in contrast was down just under 2%. The domestic automobile sales grew by just under 5% year on year in the April-January period. Van sales up by 2.6% and the entire two wheeler segment grew by 4.5%. Sales of scooters increased by 17.8%, moped sales rose by 2.4% and motorcycles sales increased by 1.4%.

Ø  The last two segments are important because they are widely taken to be the barometer of economic sentiment in the rural hinterland

ITC to invest Rs 500 Cr in Assam

11/02/2013

Ø  ITC founded in 1910, is one of the largest multi-business corporate enterprises with turnover of US$ 6 billion.

Ø  The company's non-tobacco businesses including food, personal care, hotels, paper, agriculture, IT and others account for around 40% of its revenue.

Ø  ITC Chairperson Y C Deveshwar assured Assam's CM Tarun Gogoi to invest Rs. 500 Cr in the FMCG sector especially in the food processing industry. He said ITC would also set up industrial units at Chaygaon and Dhubri.

Lipton Tea runs Instagram photo challenge

Unilever-owned Lipton Tea is targeting a younger demographic for the first time, with an Instagram photo-challenge campaign.

Lipton Tea: launches Liptagram photo-challenge campaign

The campaign, called 'Liptagram', created by OgilvyOne, will run for four weeks and will target a younger, 22- to 30-year-old demographic. Currently, Lipton Tea has an older demographic of drinkers.The photo challenge will invite fans of the brand to tag their Instagram photographs with weekly themed hash tags, which celebrate Liptons' core values – for example, #LiptonBrightness.

A Liptagram Facebook app houses the competition, which will offer weekly prizes to the winners of each challenge. One overall winner will win an all-expenses-paid safari trip to Kenya for two.The Liptagram competition is running across 11 countries. OgilvyOne has created films to promote the four themes that have been seeded via Facebook.

Anthony Wickham, chief digital officer for Unilever, at OgilvyOne UK, said: "By harnessing the cross over between Instagram users and Lipton's target demographic, Liptagram taps into an existing behaviour, while bringing fresh relevance to the brand.