Food and Beverages

Share Prices

Sales and Market Share

Source: Euromonitor-Coffee-India-October 2007

Source: Euromonitor-Tea-India-October 2007

Source: Euromonitor-Bottled water company-India-July 2007

Source: Euromonitor- Sweet and Savoury Snacks Companies- India-October 2007

Trends, Marketing Initiatives and Others

43. Juices, Flavoured Milk Edging Out Colas In Indian Supermarkets – February 05

Cola brands losing shelf space to juices and flavoured milk: Study

According to a study by FoodIndustryIndia.com – an Indian food industry portal for news and market research – Indian supermarkets are increasingly stocking juices and flavoured milk rather than colas.  While cola brands are known and no new cola brands have entered the market since 2007, the number of juices and milk-based drinks has proliferated several times, indicating a growing demand for them. According to the study, an increasing awareness of the health risks of cola consumption has led to this shift to fruit juices. Brands such as Real, Tropicana, Leh Berry, Amul and Mother Dairy are among those benefiting from this trend.

Source: Food Industry India   

44. Any Time Milk (ATM) From Amul Vending Booths – February 09

Amul Dairy initiates trials for the milk card on its milk vending machine

Amul Dairy, which had initiated trials for the milk card on its newly installed milk vending machine at its headquarters in Anand, intends to make the machine more user-friendly. Instead of cash, Amul is experimenting with special cards on the lines of debit cards. The card will have to be recharged periodically and could also be used for loyalty programmes.  The dairy also plans to install ATMs, which would prove beneficial for dual-income households where earners spend most of their daytime at work and find it difficult to buy milk at odd hours. In addition, technology that can accept currency and cards and eject pouches instead of loose milk will also be installed.

Source: Fnbnews   

45. Why Frito-Lay Converted Its Brand Ambassadors Into Sweepers – February 07

Frito-Lay launches ‘Chala Change ka Chakkar’ brand promotion

Frito-Lay India launched a brand promotion initiative titled ‘Chala Change ka Chakkar’, encompassing its five flagship brands – Lay’s, Kurkure, Cheetos, Uncle Chipps and Lehar. The promotion will be led by its brand ambassadors, Juhi Chawla (Kurkure) and Saif Ali Khan (Lay’s) and MS Dhoni. The promotion provides opportunity to regular consumers to swap places with their favourite celebrity (out of Frito-Lay’s trio) for one day. The promotion is supported through a television campaign, radio, print and online advertising. The ads, created by agency JWT, show these celebrities doing household chores such as buying groceries or sweeping floors (and making a mess of it), while regular consumers are seen having a blast in exchange, living the celeb’s life. Through this initiative, the company plans to bring its consumers closer to the brand endorser. In addition, the company has plans to develop the celebrity swapping into a television reality series later on.

Source: Agencyfaqs   

46. Tata Tea Enters Out-Of-Home (OOH) Beverage Segment – January 24

Tata Tea forays the OOH beverage market with its ‘Chai Unchai’ outlet Tata Tea forayed in the out-of-home (OOH) beverage market with its ‘Chai Unchai’ outlet at the Indian Institute of Management, Bangalore. Targeted mainly at youth, the outlet serves tea and other beverages in addition to light snacks and cakes. The Chai Unchai outlet is designed in the form of an informal ‘hang-out’ where the youth can ‘congregate and relax’. The company plans to open more outlets mainly in the large cities at several locations such as malls, colleges, university campuses, corporate campus, and public places.

Source: The Hindu Business Line   

47. Mount Spring Beverages Plans Flavoured Sodas Foray – January 17

Mount Spring Beverages to re-launch water brand ‘Mountain Springs’

Mount Spring Beverages Pvt Ltd (MSBL) is all set to re-launch the mineral water brand, Mountain Springs, which it had acquired from Leh Berry’s in October 2007. This re-launch will take place in a phased manner starting from Delhi and NCR region, and later on to Punjab, Uttarakhand, Uttar Pradesh, Goa, Mumbai, Pune and Bangalore. The company also plans to foray into the soda mineral water and flavoured soda mineral water segments throughout the country in 2008.

Product Launches

48. Glaxo Launches New Horlicks For Women– January 28

On 28 January, 2008, healthcare products maker GlaxoSmithKline Consumer launched ‘Women's Horlicks’, a new supplement for women consumers. Priced at Rs 100 for a 200gm jar, the product is available in two flavours - chocolate and caramel.

49. Britannia Launches New Variant Of 'Tiger' Biscuit – February 06

On 6 February, 2008, Britannia launched a new variant of its Tiger biscuits, which is available in 30 gm, 65 gm and 169 gm packets.

50. Pizza Hut Announces The Ring O’ Garlic Range Of Pizzas – January 24

On 24 January, 2008, Pizza Hut launched the Ring O’ Garlic range of pizzas, which feature garlic and parsley on the base, and a ring of butter and garlic along with parsley on the crust. Available in medium and large sizes, it has been priced at Rs 125 for the vegetarian and Rs 180 for the non-vegetarian medium pizzas.

Advertising Campaigns

51. What Konkona Does Best: Women's Horlicks – February 07

GSKCH launches TVC for its Women's Horlicks featuring Konkona Sen

GlaxoSmithKline Consumer Healthcare (GSKCH) launched a TVC for its Women's Horlicks, featuring brand ambassador, actress, Konkona Sen Sharma, as the protagonist. The objective of the advertisement is to create product awareness among women by showcasing real life situations, something to which they can relate to and realize how important it is to value oneself amidst all the roles they play.

The TVC shows Konkona Sen Sharma beginning her day by preparing a list of things to do. She is shown taking up one task after another – from household chores to office responsibilities. As the day passes, she has a glimpse at the list and realises that she forgot about herself. A voice over plays, “Aaj is badi si list ne choti si baat ka ehsaas dilaya...apni hi list main apna naam nahi...” She is, then, shown holding a pack of Women's Horlicks in her hand, followed by a shot of her sipping a cup of the drink. The next shot shows her jogging on a track, then doing yoga and then talking into the camera she says, “Because your body needs you, too.” The film ends with a product shot, and the baseline- “Because your body needs you, too.” 

The company plans to spend about one third of the marketing budget on traditional media while rest two third on mix of emerging media such as digital and other below-the-line activities including direct marketing, doctor engagement programs and consumer activation.

Source: Agencyfaqs

52. McDonald’s Bridges The Generation Gap – January 28

McDonald’s launches new commercials of ‘Happy Price Menu’ featuring Bollywood’s famous father-son pairs

Continuing to advertise its Rs 20 menu, McDonald’s launched new commercials of “I’m Lovin’ It” campaign. The new commercials are based on slogan ‘Aap ke Zamane Mein Baap ke Zamane ke Daam’.

Created by agency Leo Burnett, the new happy price menu TVC starts with a Sunny Deol look-a-like at McDonald’s demanding a Mc Aloo tikki burger. The petrified manager tells him that it is for twenty rupees.

Hearing about the low prices, his father comes out of him (Dharmendra’s double) and says, “Maa kasam, yeh toh hamare zamane ke daam hain.”

As he starts dancing in joy, the voiceover plays, “Aapke zamaane mein baap ke zamaane ke daam. McDonald’s ka Happy Price Menu, Rs 20 only”. The ad ends as both of them declare, “I am loving it”.

The advertisements of ‘Happy Price Menu’ highlights McDonald’s affordability platform. The company also plans to launch a viral campaign on the same theme.

Source: Agencyfaqs

53. The Pulp In Minute Maid Pulpy Orange Drink Ain’t No Fiction – February 01

Minute Maid Pulpy Orange’s new TVC titled “Where is the Pulp?”

Beverages company Coca-Cola India has rolled out a new campaign for its Minute Maid Pulpy Orange drink that stresses on its freshness appeal and real orange content. The new campaign is also based on the launch theme of Minute Maid Pulpy Orange “Where is the Pulp?” Conceptualised by agency Leo Burnett, the TVC shows that every time a consumer drinks a bottle of Minute Maid Pulpy Orange, somewhere an orange loses its pulp. The ad shows a montage of situations in which people get surprised as they touch and see an orange deflate – be it in a mall, in a kitchen, at home and also while with friends. All of them are curious and have just one question, “Where is the Pulp?” At the end of the TVC it is revealed that for every deflated orange, there is a Minute Maid Pulpy Orange being consumed by someone, somewhere. Targeting young adults, the campaign will be supplemented by a 360-degree marketing communication plan that includes organizing road shows, extensive experiential sampling sessions in markets, offices, malls, and colleges.

Source: Exchange4media

54. New Sprite Campaign Cuts Out The ‘Bakwaas’ And Gets Straight To The Point – February 09

 ‘Seedhi Baat, No Bakwaas’ is the theme of Sprite’s new TVC

Coca-Cola India launched the new campaign for its product Sprite, reiterating its original message of ‘Seedhi Baat, No Bakwaas’.  This campaign follows the premise that ‘brand Sprite is all about having a refreshingly honest and irreverent perspective on life’.

Conceptualised by agency O&M, the campaign depicts a young man who is romantically involved with two girls and unflinchingly tells the truth about each to the other; however, they refuse to believe him and think that he is joking. The TVC ends with the tag line ‘Seedhi Baat. No Bakwaas’.

The aim of this new campaign is to strengthen the brand’s connection with the youth by engaging them in a simple, honest and straightforward manner. Apart from television, this campaign will utilise print, radio, the Internet, OOH advertising.

Source: Exchange4media

55. ‘No Seed’ Maaza Readies For The Summer – February 14

Coca-Cola positions Maaza as a ‘Bina Gutli Wala Aam’ in a new TVC

Coca-Cola has positioned its mango drink, Maaza, as a ‘Bina Gutli Wala Aam’ (seedless mango) in the advertising initiative for summer 2008. 

Created by agency Leo Burnett, the TVC shows actor Satish Shah admiring mangoes in his role of a mango expert. When a child appears before him, Shah tries to lure him with different kinds of mangoes. Shah’s mouth falls open when the child asks instead for a seedless mango. In an effort to trace a seedless mango, he looks up books and travels to various places, but all in vain. Finally, he learns from the child that the ‘Bina Gutli Wala Aam’ is Maaza. The film ends with a product shot, with the voiceover talking about Maaza, the ‘Bina Gutli Wala Aam’.

Source: Agencyfaqs

56. Mentos Makes A Monkey Of Darwin’s Theory – February 13

Perfetti Van Melle launches TVC for Mentos

Banking upon its ‘Dimaag ki Batti Jala De’ tagline, Perfetti Van Melle launched a new TVC that jokingly implies that Mentos that triggered the evolution of humankind from monkey to man.

The TVC starts with a donkey on a wooden plank and a monkey (its slave) pulling the donkey along. While resting on the journey, the monkey spots a Mentos mint on the ground.

Taking permission from the donkey, whom he calls Daddu, he pops the mint into his mouth.

On eating the mint, realisation dawns upon the monkey and he sets out on his own. During his travels, the monkey learns to make weapons, hunt, stitch hides into garments, make fire, create a wheel and finally evolve as a man.

Consequently, when man and Daddu meet again, Daddu pulls the man, while the man relaxes on a wheeled cart.

The TVC, which is in the form of an animated film, has been targeted at the youth and the college-going crowd.

Source: Agencyfaqs