Brandspeak
Year 2003 was eminently forgettable for the domestic bicycle industry. Heavy taxes, shrinking markets were factors to contend with. But bicycle major Hero Cycles sees a world of opportunities in year 2004. Read more on this in this week's Brand Spea
When we started in 1979, this industry did not exist. We invented express services in India. We have always held a dominant position in the market. With our services and substantial investments in every aspect, whether brand, infrastructure or people, we continue to dominate the market. We have seen this industry evolve and we have evolved with it.
“The express services industry has changed with the change in the economy on the whole. Markets needs have evolved and in this evolution two factors affect us directly. One, globally changing concept of time and second the increased trade and the Indian economy opening up to it.” Ramesh Natrajan, Head, Marketing, DHL.
“BPL is most often associated with trust. We want to build on this trust and make it an innovative, hi-tech, fun filled brand in the consumer durables section. We have trust as our platform and want to grow beyond it, as trust in the consumer durables section is hygiene: good product, good distribution, good brand. But when a consumer goes out to buy, he has to see something new all the time.”
“We have identified a set of power brands to focus on and maintain our leadership across flavors and price-points. This, along with continuous innovation, quality and our sales, marketing and distribution forte has helped us to maintain leadership.”
“We are a house of brands. When you come to Shoppers’ Stop, we want to offer you as much variety as possible. Our in-house brands have not been enhanced. The consumer will see <I>brands</I> within the store as compared to <I>just one brand</I>.”
“We are already witnessing mergers in the industry between MNCs and Indian brands. At the premium end, it’s the blend and brand image, which matters. Indian brands are poised well on both these parameters.”
The rural market is going to be the main focus of LG for 2004. Since we intend to be very active in the rural market, we have set a target of 70% value growth. So the target is Rs. 7,000 crores. We think the rural market contribution will be around 65% and the growth over this year on the rural market will be something around 40%.
"The amateur film market has seen an encouraging growth of about 10% in the recent times. We are now targeting this fast growing segment"
“Amitabh Bachchan is an icon with universal appeal and has helped us to reach out to the real ‘Bharat.’ In fact, agents and retailers have told us that already customers have started asking about the ‘Amitabh wali suiting.’”
“A brand asset evaluation revealed that Maruti is a very strong brand in India, but ‘Suzuki’ is slightly less out here. That’s why, even after the change in ownership, the name ‘Maruti Suzuki’ has been retained.”
“B-class cities do not mean lower purchasing power. The difference lies in the size of the target segment; B-cities have a population of 10-20 lacs, but the percentage of the target segment is 20-25%. Compared to metros, the haul is almost double, with the target segment constituting 35% of the population, resulting in more walk-ins and volumes.”
If you look at sheer numbers. TV will always outscore press. That is why we and lot more companies tend to pool a lot of money on television and back it up with certain amount of press advertising which allows us to give the names of the dealers. If the consumer picks up the newspaper and is going to buy a refrigerator then it becomes far easier to see the ad and go to the particular dealer. In white goods unlike in FMCG, dealers are also very important receivers of communication as they play a very important role in customer's brand choice.
“For the hospitality industry to grow, the industry has to work together towards marketing and promoting India in a better way; we have to make travel to India painless.”
“The consumer really is not price sensitive today. If you are giving quality products and the latest technology, they want it. Then they won’t compromise. As for our prices, in every product category be it colour televisions, refrigerators, or washing machines, we have feature packed products at every price point. With the trend of 29”CTV, projection TV and plasma TV catching on, Videocon offers an entire premium range at competitive pricing.”
"We want to position Rasna as ‘an affordable drink for the masses,’ contrary to its existing image of being a family drink."
<p align=justify> Below the line initiatives are extremely important in the cosmetic segment since the buying experience is as important as brand image and advertising. Significant focus is on sales counters, beauty advisors and dealer aids. We constantly integrate a lot of the above the line campaigns like 'Whose watching your lips' with below the line initiatives
"The Barista store is our brand. Our brand is also the customer Basav has more than eleven years of experience in marketing sales and operations, and has been with Barista since its formative months. Prior to joining Barista, he was Manager, Marketing at the corporate office of Oberoi."
“We use BTL activities only to complement the overall marketing programme or above-the-line mass communication. To support product launches or new innovations, to address niche audiences, or to reach out to the customer who otherwise is non-reachable by mass media are some of the roles for BTL activities.”
The confectionery market in India is witnessing tremendous activity. Regular product launches, high decibel media activity, consumer promotions and trade promotions make it one of the most hyperactive categories in the Indian market. The total market is estimated to be growing at approximately 12% in the year 2003 over the year 2002.
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