Reliance to give Pepsi, Coke a desi punch
Coca-Cola and Pepsi are all set to face a new competitor. And it's none other than Reliance. Mukesh Ambani's Reliance Retail plans to launch its own cola, which will be retailed through its supermarkets across the country.
Coca-Cola and Pepsi are all set to face a new competitor. And it's none other than Reliance. Mukesh Ambani's Reliance Retail plans to launch its own cola, which will be retailed through its supermarkets across the country.
Reliance Retail has plans to launch its private label brands in other product categories like tea, foods, dairy products, biscuits and cosmetics. The move is likely to change manufacturer-retailer dynamics in the retail industry, as mediators like distributors will be cut out, and goods will also be available to the consumers at a much lower rate than non-private brands
While Reliance declined comment, sources said the company is in negotiations with a Chinese company for importing concentrate. At the same time, it's on the look out for idle capacities to be used for bottling the proposed 'Reliance Cola'. The company has touched base with the makers of a small local player RC Cola, to lease out its bottling plant, a source said. But this could not be confirmed.
And it's not just about colas. The company plans to introduce its own brands (known as private label in the retail industry) across half a dozen product categories, such as tea, natural food, diary products, biscuits and cosmetics. The idea is to cut out distributors and other intermediaries to sell the products cheaper than the mainstream players.
Industry experts feel that with more and more and private labels in the fray, the manufacturer-retailer dynamics is set to change. Says Raman Mangalorkar, principal, AT Kearney (retail division), “It will put retailers in a commanding position vis-à-vis manufacturers and brands. It will also see a lot of retail chains getting into contract manufacturing.”
In India, while chains like Food Bazaar and Vishal Mega Mart have already had a successful stint with private labels, many other players are likely to join the bandwagon in the next 5-6 months.
As of now, the four private label brands under Food Bazaar are 'Fresh n Pure' in natural foods (atta, ghee, butter and cheese), 'Tasty Treat' (jams, sauces, pickles and snacks), 'Clean Made' (laundry and home wash products) and 'Premium Harvest' (packaged foods). Damodar Mall, head of Food Bazaar, said: “In the pipeline are 3-4 new launches in each of the existing private labels.”
Globally, private labels are already a big trend. According to an ACNielsen report, private labels have a 17% share of the consumer (FMCG) market globally and this figure is still growing.
Private labels in the emerging markets saw fast growth in the last year, an increase of nearly 11%. It now holds a 6% share of consumer goods sales in the emerging markets. “This growth was primarily driven by the increasing strength of the modern trade as well as the entry of private label products into new categories,” the study said.
Some of the new categories which have seen a striking growth worldwide include milk, yoghurt, butter, cheese, ready meals and poultry products. Big retailers like Tesco and Sainsbury sell a whole variety of consumer goods, including colas, under private labels.
On the situation in India, a study conducted by ACNielsen says 56% of the Indians surveyed believe that supermarket's own brands (private labels) are a good alternative to other brands compared to 52% in China and 48% in Taiwan. In addition, 62% feel that supermarket brands are extremely good value for money. Also, on the quality front, 60% think private label brands are up to the mark.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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