Brandspeak
Our marketing strategy is to do intelligent spending. We are targeting netizens and credit card holders. We offer guaranteed low airfare. This apart, we are targeting TV channels, outdoors and print mediums for our campaigns. Terror warnings do affect inbound and outbound traffic. That’s why we are focusing on the NRI market. An NRI has to return home. Moreover, we have found that the travel industry bounces back the fastest despite the terror warnings.
Vinod Giri, Director-Marketing, SABMiller India, says the absence of focused brand building and reliance on incentivising trade have resulted in the Indian beer maarket being ‘under-consumerised’. SABMiller’s brands account for a third of the Indian beer market.
<p align=justify>“When we were part of GE, we were known as GE International services or Gecis. When the ownership structure of our company changed last year when GE sold 60 per cent of the equity to two private equity forms – General Atlantic and Oak Hill – it made sense to create a new name that reflects our independent status and better communicates our value proposition.
<p align=justify>“When we were part of GE, we were known as GE International services or Gecis. When the ownership structure of our company changed last year when GE sold 60 per cent of the equity to two private equity forms – General Atlantic and Oak Hill – it made sense to create a new name that reflects our independent status and better communicates our value proposition.
HDFC Bank is possibly the only bank in India, and one of the very few in Asia, to have embarked on a data-led marketing analytics campaigns initiative, using marketing automation technology provided by Unica, says Ajay Kelkar, VP & Head-Marketing.
<p align=justify>Eveready has a simple philosophy, of providing the best portable power suitable for consumer needs. With this as the guiding principle, we have focused on innovation, keeping pace with offerings as power needs evolved… Our logo is forward-looking, contemporary and dynamic. The tag-line, the ‘Next Century of Power’, says it all. The Eveready story is not about past glories but continued innovation and domination for at least another 100 years.
<p align=justify>“Frankly, it’s (the cola wars) not about attacking each other but just about keeping the cola industry alive. And consumers really wait for the battle. It’s not like they swing their choices, but they do enjoy the colas slug it out. And for sure, we haven’t become quiet, in fact, we are speaking more.”
Punita Lal, Executive Director, Marketing, PepsiCo India, claims Pepsi is clearly the choice of the youth. The company has worked hard to get there, speaking to the youth consistently, single-mindedly and innovatively, and that is “a position we have never vacated”.
<p align=justify>“Kotak is one of the few entities in the banking sector that has a complete range of financial products ranging from retail banking products to insurance to online share trading services to offer to all its customers. This makes our proposition superior and different to all other players in the market. We are focused on what the customer needs rather than what we have to sell.”
Brand research shows that Kotak has an unaided TOM recall with 1/5th of its targeted audience. Shashi Arora, Senior VP, Marketing, Kotak Mahindra Bank, says the bank will stay with its proposition of “Think Investments. Think Kotak” to achieve a TOM recall for at least 50 per cent of customers who have an investment mindset.
<p align=justify>“Our brand stands for the same values across the world. The brand has had different taglines across the years. But the connect has always been to service. In the 70s and 80s, we said ‘We love to fly, and it shows’. Later in the US, we said, ‘Good. Goes Around.’ The brand has always communicated the service aspect. Delta stands for the common courtesy, the unexpected acts of kindness. The concept is universal, but the campaigns are adapted internationally to suit specific markets.”
According to Loren Neuenschwander, MD, Atlantic Region (Europe and India), Delta Air Lines, Chennai will act as a gateway to South India. The airline has recently started direct service from Chennai to NYC via Paris. He said, “Our Mumbai operation has been highly successful and Chennai will act as a gateway to South India. Since we fly via Paris, it serves as an ideal gateway to European destinations too. With a high degree of economic development happening here, we see travel going up a great deal in both the business and the leisure segments. The growth rate in terms of tourism is not proportionate to the economic development. There is a huge potential here.”
<p align="justify">“Branded pizza market stands at about Rs 275 to 325 crore. We have close to 60 per cent share of the delivery market. But if you look at the total market, that is delivery plus dining plus takeaway, we would have a 40 per cent market share.”
According to Rakshit Hargave, Chief of Marketing, Domino's Pizza India, the company grew 40 per cent over the last year. He said, "Branded pizza market stands at about Rs 275 to 325 crore. We have close to 60 per cent share of the delivery market. But if you look at the total market, that is delivery plus dining plus takeaway, we would have a 40 per cent market share."
<p align=justify>“All Pepe advertising campaigns portray the brand identity, represented by the youth who speak of an attitude that says ‘I am what I am.’ The visuals are strong and captivating, creating a deep impact on the target audience.”
Pepe Jeans London works on a 360-degree approach in its marketing communications strategy, involving both above-the-line and below-the-line activities. Billboards and print advertising constitute Pepe's ATL strategy. TV campaigns do not find much favour because of fragmented viewership, says Chetan Shah, Country Head, Pepe Jeans.
<p align=justify>“Our frontline sales force is our brand ambassador, and mammoth time and energy is spent on training them…As for advertising, it’s a tough task since the category is rather generic. You can’t get into specifications of an insurance policy on television in a matter of a few seconds; you can only convey the broader picture.”
<p align="justify">“Since the launch of Orra, we have consolidated our position as the serious diamond player with an exhaustive price range. The entry-level pricing starts at Rs. 5,000 onwards and goes up to Rs. 700,000-Rs 1000,000. ”
<p align=justify>“Seduction, creativity and femininity are the words that best describe the distinctive Dior style. Dior, the French fashion house established in 1947, sets the trend each season. In 1975, Dior instituted its watch collection as a crucial fashion accessory at the heart of the couture brand.”
<p align=justify>“I believe that marketing is beyond advertising and is beyond a 30-second ad. There are some companies which have a visibility issue, awareness issue, top-of-mind recall issue but when you reach a certain position, then your first priority is not visibility or awareness any more. I don’t think we need to run an advertising campaign saying that this is LG. People know LG the brand.”
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