From the desk of Strategic Resources For any query, discussion or feedback, please contact Pavan Chandra, Head of Strategic Resources at pchandra@zenithoptimediaindia.com, +91-124-4195100. Office Address : 10th Floor, Vatika Tower, Block-B, Sector 54 Gurgaon -122002, Haryana, India.

Volume: IX

December, 2007

 

home

Food and Beverages

Share Prices

 

 

 

 

 

 

Trends, Marketing Initiatives and Others

 

 

 

43. Indian Tea Needs Wine-like Branding: YES Bank Study – November 26

Branding and international marketing are crucial for the Indian tea industry

According to a study by YES Bank and the Indian Tea Association (ITA), Indian tea growers need to brand their produce on the lines of premium wines and chocolate if they want to make a mark in the international market. The study involved 92 tea gardens in the country and identified branding and international marketing as the two most crucial factors for the Indian tea industry. Only 40% of the tea being sold in India is branded, and branding is now considered imperative for achieving success internationally. The study proposes that all major varieties should be branded separately, with a good brand premium to ensure robust margins.

 

Source: The Financial Express   

 

 

 

44. Bisleri To Back Water Sports – December 14

Bisleri to sponsor India’s RS X class windsurfer Ashutosh Tripathi

Mineral water company Bisleri plans to use water sports as a new vehicle to build its brand value. The company is set to sponsor India’s RS X class windsurfer Ashutosh Tripathi on his maiden voyage to New Zealand for the 2008 Olympics qualification rounds.

 

Source: The Hindu Business Line

 

 

 

45. Domino's Streamlines Marketing Aiming Bigger Pie Of Pizza Mkt – November 21

Domino's to restructure its marketing initiatives

Domino's is restructuring its marketing initiatives and expanding its product portfolio to achieve a double-digit growth. Apart from the '30 minute or free' campaign, the company plans to focus on its three key areas – enhanced retail presence, product quality, and delivery competency. The company has allocated Rs 20 crore as the marketing budget till March 2008, a 70% increase from 2007. To cater to increasing demand for different flavours, the company plans to launch three to four new products in 2008-09.

 

Source: The Economic Times   

 

 

 

46. Bru Your Koffee With Karan – November 26

HUL signs Karan Johar as the official brand ambassador for Bru Cappuccino

Hindustan Unilever Ltd’s coffee brand, Bru, has signed Karan Johar as the official brand ambassador for Bru Cappuccino. Johar, who is the host of celebrity chat show ‘Koffee with Karan’, initiated this association by inaugurating Bru Cappuccino’s ‘One is Not Enough Festival’ in Delhi.

 

Source: Agencyfaqs

 

 

 

47. Mother Dairy Plans ‘Fresh’ Launch – November 19

Mother Dairy to launch products under its 'Fresh Dairy' portfolio in eastern India

The Mother Dairy group is planning to launch its 'Fresh Dairy' portfolio of products in eastern India. Presently available in Delhi, the 'Fresh Dairy' portfolio includes three variants of lassi, three variants of curd and four variants of flavoured milk. 

 

Source: Business Standard

 

 

 

48. Coca-Cola To Make Fizzy Entry Into Sparkling Drink, Juice Sector – December 11

Coca-Cola India plans portfolio expansion

Coca-Cola India plans to launch new products in the sparkling drinks, juice and drinking water segments. The company, which launched its global juice brand Minute Maid in India, is looking at launching new products in early 2008.

 

Source: The Financial Express

 

 

 

49. US-based Gloria Jean’s To Open Coffee Chains – December 11

Gloria Jean’s Coffees ties up with Citymax India to launch a chain of coffee houses

On 11 December, 2007, US-based coffee retail chain Gloria Jean’s Coffees announced its collaboration with Citymax India, the hospitality arm of Dubai-based retailer Landmark Group, to launch a chain of coffee houses in India. The company plans to open its first outlet in Mumbai by February 2008, followed by one in New Delhi in June 2008.

 

Source: Business Standard

 

 

 

Product Launches

 

 

 

50. Wagh Bakri Launches ‘Wagh Bakri Perfect Premium Leaf Tea’ in Mumbai – November 28

On 28 November, 2007, Wagh Bakri Tea Group launched its Wagh Bakri Perfect Premium Leaf Tea in 250 gm and 500 gm pouch formats.

 

 

 

51. Amul Launches Fresh Paneer – November 26

On 26 November, 2007, Amul launched Amul Fresh Paneer, which will be made available at all Milk outlets in Ahmedabad in 200g packs priced at Rs. 25 and 1kg packs priced at  Rs. 115.

 

 

 

52. Tetley Green Tea Leaf In Packets – November 17

On 16 November, 2007, Tata Tea Ltd announced the launch of Tetley green tea leaves for the domestic market.

 

 

 

Advertising Campaigns

 

 

 

53. And Now, Britannia To Go The ‘Taste And Health’ Way – December 06

Britannia’s new TVC for ‘NutriChoice’

Britannia introduced a revamped version of its digestive biscuit, Britannia NutriChoice, with a strategy to match Sunfeast: that of a healthy yet tasty biscuit. 

The communication, prepared by ad agency Lowe, works on the insight on the continuous battle people have with themselves on what they desire and what is good for them. Featuring Britannia’s brand ambassador Rahul Dravid, the TVC portrays a day in the life of a common man and how he keeps fighting with his conscience.

 

In the ad, a man is woken up by his alarm clock for his daily session of jogging.

 

Later, on reaching his office, he debates with himself whether to take the elevator or the stairs (to keep fit).

 

 

Passing a bakery shop, the man is tempted by tasty but unhealthy meals.

 

Standing nearby is Rahul Dravid, who puts him out of his misery by tossing a Britannia NutriChoice biscuit pack towards him, just as the voiceover talks of ‘sehat’ (health) meeting ‘chaahat’ (the craving for something tasty) in this hi-fibre biscuit.

 

As the man munches on, Dravid quips that this is one match where both teams end up winning (implying that both health and taste requirements are fulfilled here). The target audience for NutriChoice is essentially ‘passive seekers’, or those people who want to stay healthy but are tempted to stray.

 

Source: Agencyfaqs

 

 

 

54. Mintrox: Love Story With A ‘Hard’ Twist – December 10

Parle Agro launches a new TVC for ‘Mintrox’

Parle Agro has launched a new TVC for its cinnamon mint product Mintrox, which is based on the basic insight: life is tough. Set in a train, the ad shows a young bride being taken by her relatives to her wedding venue. As they rejoice, she sobs quietly, implying that she is being married against her will.  In a flashback sequence, the bride remembers her lover telling her to get off at Bharoli station, where the train slows down. When station arrives, the bride leaps off the moving train; however, a train attendant, thinking she has fallen off, pulls her right back into the train. As she stares at him stunned (while the station passes by), he tells her cheekily, “Thank you to bolo, sister (At least say thank you)!” While the woman eats a Mintrox in a state of shock, the voiceover concludes, “Life eej hard. Mintrox. Hard Cinnamon Mint”.

 

Source: Agencyfaqs

 

 

 

55. Cadbury Éclair Crunch: Slow And Steady Wins The Race – December 12

Cadbury Éclair Crunch’s new TVC based on Hindi cinema of the 1970s

Cadbury Éclair Crunch launched a new TVC based on the 1970s aesthetic of Hindi cinema, where the hero and heroine would run around trees and dally in flower gardens during a romantic sequence.

 

The ad shows a 1970s hero, Raja (Swapnil Joshi), calling out loudly to his girlfriend Priya in a field full of sunflowers.

 

Priya calls out to him just as loudly. Raja turns around and the two start running towards each other.  However, instead of falling into an embrace, the couple, having covered significant ground quite quickly, bump into each other.

 

On being questioned by the voiceover if they ‘enjoyed’ the experience, they reply grumpily that they did not. The voiceover becomes the voice of wisdom, offering them advice on how some things are best enjoyed slowly, such as the Cadbury Éclair Crunch.

 

As the two suck Éclair Crunches, they manage to embrace each other. The tagline goes, “Slow slow, mazein lo (Go slow and enjoy)”.

 

Source: Agencyfaqs

 

 

 

56. The Child Within Every Adult Is The Crux Of New TVC For Domino’s New Stuffed Crunch Pizza – November 22

Tempting taste is the theme of Domino’s new TVC

Domino’s has launched a new TVC to promote the ‘irresistible’ taste of its new pizza. The TVC shows a conference room, where a boss and his two subordinates are working.  When a junior male employee receives the Domino’s pizza delivered by a Domino’s delivery boy, the boss (played by Arshad Warsi) looks longingly at the stuffed crunch pizza, but does not join his subordinates as they settle down to eat it. Suddenly, to everybody’s surprise, including the boss, an alter personality (depicting the child within every person), dressed like a child, emerges out of the boss. The adult-in-child-attire looks at the pizza and exults, “Wow mummy, kitna yummy!”  To the amazement of the subordinates and to the embarrassment of the boss, the ‘child’ then takes a slice and bites into it with delight. The voiceover than conveys that the taste of the stuffed crunch pizza exudes the child hidden within every adult. The company is targeting families and young adults in the 25-35 age group. The TVC is being aired on leading news and entertainment channels.

 

Source: Exchange4media 

 

 

 

57. Mom’s The Word In New Ad Campaign For Chyawanprash – November 29

Dabur launches a new advertising campaign featuring Amitabh Bachchan

Dabur India Limited, which markets the popular health supplement Chyawanprash, has launched a new advertising campaign featuring Amitabh Bachchan. Retaining its focus on the ‘homemaker’ campaign, which features the tagline ‘Zaroorat Hai’ (It’s necessary), a husband and son swap roles with the homemaker to bring out the stress the homemaker faces and the amount of energy she expends in her daily running of the house. The company also plans to take up consumer activation activity and contact 4-6 lakh consumers across the top 10-15 cities in the country through interactive events. In 2006, Dabur used the campaign to tell mothers that school exacted a lot from children and Chyawanprash would help revitalise them; in 2007, the company adopted the ‘role reversal’ strategy to show that homemakers too need Chyawanprash.

 

Source: The Hindu Business Line