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This tracker has been compiled from external sources and does not necessarily reflect the views of the company. Links provided will take you to the full articles appended at the end of the file.

© 2008 Zenith Optimedia.

 

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24. Pepsico Completes National Initiative To Re-Position Kurkure

4 June, 2008

 

Packaged food firm PepsiCo India Holdings today launched in the south a commercial for its salty snack Kurkure, marking the completion of a nationwide marketing initiative.

 

The company is undertaking the initiative to re-position the brand to signify its connect with the young and confident Indian consumers who are no longer striving to be perfect in every way, but are comfortable about their imperfections. Hence the new commercials use the punchline Tedha hai par mera hai.

 

The commercial in the south features actress Simran. It will be aired on all major television channels.

 

"Consumers across the country have loved the new platform which is based on the reality that young confident Indian consumers are today as comfortable about their imperfections as they are of their attributes," Pepsico India Managing Director Deepika Warrier said in a statement.

 

 

 

25. Pepsi, Coca-Cola Unveil New Packaging For Retail Formats

27 May, 2008

 

PepsiCo and Coca-Cola are introducing new types of packaging across India to attract consumers at local retail outlets. PepsiCo has launched its latest brand Tropicana Twister in returnable glass bottles. The product is priced at Rs12 for 250 ml bottle. Coca-Cola has introduced small size packs called Pocket Maaza priced at Rs12 per pack.

 

 

 

26. Duncans Tea Ties Up With Railways

25 May, 2008

 

Duncans Tea Limited (DTL) has entered into a host of innovative marketing and distribution tie-ups with the Indian Railway Catering and Tourism Corporation (IRCTC), Bharat Petroleum Corporation, and Hindustan Petroleum Corporation to reach out to more consumers across the country with their brand of tea products.

 

According to a company release, Duncans Tea has entered into a distribution tie-up with IRCTC to serve Double Diamond tea bags to all passengers travelling on select routes.

 

Supplies to army

 

This tie-up will help the company tap the huge market potential provided by the Indian Railways.

 

DTL has also adopted unconventional marketing strategies with their exclusive tie-ups with Bharat Petroleum Corporation (BPCL) and Hindustan Petroleum Corporation (HPCL). DTL tea packets will now be available with the LPG suppliers when they go to deliver the LPG cylinders at every doorstep. In its endeavour to explore other distribution channels, Duncans Tea has also entered into a tie-up with CSD canteens of the Indian Army to cater to the armed forces even at remote locations.

 

It has also launched the tea brand ‘Sargam’ in the Army CSD Canteens at a lower price with the purpose of catering quality tea to the custodians of the nation. DTL has also tied up with Central Police Canteen, which is a new set-up to cater to other branches of the armed forces.

 

Speaking about the new tie-ups, M. C. Appaiah, COO, Duncans Tea, said the company was proud to be associated with these leading organisations and is actively exploring several alternative and innovative channels of distributions.

 

These distribution tie-ups will help us reach out to all sections, he added.

 

Tea packets will be available with the LPG suppliers

 

Alliance will help Duncans tap market potential

 

 

 

27. Functional Teas, A Key Strategy For Brooke Bond

22 May, 2008

 

With tea as a category growing at 4 per cent, Hindustan Unilever Ltd (HUL) has been taking the ‘functionality’ route for marketing its Brooke Bond franchise.

 

Mr George Koshy, Marketing Manager, HUL, said, “Having functional teas is one of the legs of our strategy.” So its 3 Roses brand, with ayurvedic ingredients, is positioned on the ‘mind sharp’ category, as is its Red Label brand, with its ‘Natural Care’ offering, while the Taaza brand harps on its ‘Thanda’ concept with its cooling herbs.

 

“Consumers feel there is a need for functional teas. Since 2005, we have had ayurvedic ingredients in our teas and this has formed one of our strategies for this category,” said Mr Koshy. On the occasion of completing 130 years and having 100 crore consumers, Brooke Bond has announced a special promotion to reward its loyal consumers by giving away 60 cups of 22 karat gold with assured prizes of Rs 15 crore.

 

Meanwhile, HUL has been trying to control its tea prices in times of inflation. “There is also inflation in the tea category and three months ago, we did raise prices between 3-4 per cent for the Brooke Bond franchise,” Mr Koshy said.

 

 

 

28. Good Day Premium To Fend Off Rivals

6 June, 2008

 

Britannia, a manufacturer of biscuits, has launched premium variants of its Good Day cookies brand. Britannia has launched three new flavours under the Good Day label, butterscotch, rum & raisin and chocolate ecstasy. The new flavours have been priced at Rs15 per pack of 75 grams, an increase of 30 percent over the existing Good Day biscuits. Good Day has a 60 percent share of the packaged cookie segment. The organised biscuit segment in India is estimated at Rs7,500 crore and growing at 18 percent annually, with cookies accounting for 16 percent of overall biscuit consumption.  

 

 

29. Trendy Treats

5 June, 2008

 

Parle has launched 20-20 cookies in two variants, Butter and Cashew Butter. Targeted at young adults, the biscuits are described as being tastier and crunchier. The products are available in 75 gm, 110 gm and 225 gm packs. They are available at all major stores.

 

 

 

30. Barista's 'Thirst Busters'

24 May, 2008

 

To beat the scorching heat, this summer Barista presents Thirst Busters which are a range of refreshing beverages to quench thirst. The range includes super-sized and indulgent cold coffees, natural fruity concoctions, which are low on fat, healthy yogurt smoothies, freshly brewed iced teas and international sandwiches. Super sized variants of all coffees include iced Caffe Mocha Grande, Brrrista Frappe Grande are the ultimate thirst busters. Indulgent coffees in rich flavours like Irish and Hazelnut. Barista has launched a new range of 100% pro biotic yogurt smoothies, icy chillers in mango and tropical flavours. The range also includes freezes, refreshing mojitos, sparkles and ice cream sundaes made of natural flavours. To complement this extensive line of beverages, Barista has launched a new range of delicious sandwiches.

 

 

 

31. Parle Monaco: The lighter side of life

23 May, 2008

 

While Aamir Khan’s blog on feeding his dog ‘Shahrukh Khan’ biscuits has made news, he has also made news by being appointed the brand ambassador for Parle Monaco. The brand associated with words like crisp, light, crunchy and salty has launched a new campaign featuring the thinking actor.

 

The campaign consists of two TV commercials. The first, titled Scratch, has a grim coach who asks sportsmen Aamir and his friends to take two more rounds of a ground. Aamir points out that the coach had recently bought a new car. To his team members warning about the coach's lack of humour, Aamir simply replies, “Toh aaj hasega”. Later, the coach is shocked to see a huge scratch on the car, which says, ‘I love u’. Aamir ostentatiously sympathises with the coach. As the coach is seething with rage, Aamir pulls out the ‘I love you’ sticker, and they all have a hearty laugh as the coach appreciates the joke. The film ends with the product shot and Aamir's voiceover, saying “Parle Monaco. Life namkeen banaiiye ”

 

The second commercial, titled Rally, shows Aamir and his friends rushing to catch a movie. As they are about to cross the road, they encounter a long election rally. Aamir’s friend is anxious about missing part of the film. Aamir reassures him. Next, the four friends act as if they are carrying a huge sheet of glass.. The people make way for them and they reach the other side. Aamir instructs his friend to turn over the glass sheet. They suddenly fling the imaginary sheet of glass towards the crowd, which, in turn, recoils in horror. Aamir and his friends have a good laugh. He waves to the crowd as they go into the theatre.

 

The campaign has been conceptualised by Everest Brand Solutions. The creative team includes creative directors Vipin Dhyani and Chetan Jagtap, and business director John Khalkho from client servicing. The films have been directed by Pushpendra Singh and produced by Flying Saucer Films.

 

About the core theme, Shalin Desai, senior product manager, Parle Products says, “When one says ‘zindagi mein namak nahi hai’ he means life is not interesting, so logically this idea of ‘life mein namak’ has always fit and worked for the Parle Monaco brand.” He adds that the idea was to have participative humour, where both parties involved laugh in the end.

 

Aamir Khan came on as brand ambassador early this year, and this is his first campaign for Parle Monaco. Commenting on the decision of taking on Khan, Desai says that their research showed that people felt he is a versatile actor. “Also, he is very selective and is not all over the place, which works in our favour.”

 

Khan has not been portrayed as a celeb in the ads, but a regular guy with smart, interesting ideas. He plays a safe, intellectual character.

 

Monaco had always communicated its being light crispy attribute in its ads, and its baseline was ‘crisp light Monaco for lighter moments’. In 2003-04, the positioning of Monaco was changed from physical to metaphorical. The baseline changed to ‘tension kyon leneka, Monaco khaneka’. In the year 2005, the brand was put on a different platform, where it spoke about making life interesting by finding humour in the most mundane activities. Thus the line ‘Life namkeen banaiye’ was coined, and was well received.

 

Vipin Dhyani, creative director, Everest Brand Solutions, says, “Monaco endorses the philosophy that you can make life interesting and turn around cynical moments.”

 

He adds that the brief from Parle for this particular campaign stated clearly that it had to be harmless pranks. An earlier ad had a ticket checker ask a guy for a ticket. He runs around, and finally when the TC catches him, he shows his ticket. Some felt that this was troubling the TC for no reason. Thus, this time the humour is subtle, and never at the cost of the others. 

 

Dhyani adds that while Scratch is targeted at teenagers, Rally is targeted at mature adults. A third film will follow soon, targeting housewives. Thus, Aamir will be talking to all segments.

 

For the record, Parle Monaco enjoys a market leader position in the salted biscuit category which makes up for 4 per cent share of the overall organised biscuit market that produces 10-11 lakh tones annually and is pegged at Rs 8,000 crore. 

 

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