In response to the much-hyped ad-campaign by Vodafone Essar, ZooZoo, Airtel has launched its
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“Special 5” campaign. However, industry insiders say the launch of the advertisement has been brought forward by at least two months to counter the growing clout of Vodafone. “As per the original plan, this (Special 5) campaign was supposed to be launched during the Champions Trophy in late September, just like the ZooZoo’s ad campaign during the Indian Premiere League,” a person in the know, who did not wish to be named, toldFinancial Chronicle.When contacted Ajay Naqvi, national business head for Airtel of Rediffusion Y&R, the creative agency working on this campaign, said, “Advertisement is a dynamic industry where plans keep changing. We strive to break in as early as possible. But the right platform is needed."Though different from the ZooZoo campaign, the Airtel advertisement seeks to build real life character based on cartoon characters, the insider said. However, Naqvi said, “I am not in a position to comment on this. In a week, everything would be clear.” An email sent to Airtel, went unanswered.In the 15-second teaser, now on the company's website and youtube.com, the advertisement shows a young girl, named Anna, identifying her five friends. “The concept is of being in touch with people (as many as five) at all times who matter. This is done at discounted rates,” Naqvi said. Local calls will cost 20 paise while STD calls would cost 50 paise.Naqvi added the following parts of the advertisement would hit TV screens by the end of this week or beginning next week.
December 02, 2009
ADVERTISEMENT POLICY OF RELIANCE FRESH
Relience chief executive officer Mukesh Ambani was in for a shock on Thursday morning when Uttar Pradesh Chief Minister Mayawati ordered the closure of all Reliance Fresh stores in Lucknow.
Announcing the government's decision at a hurriedly convened press conference in Lucknow on Thursday, Mayawati said, "The opening of Reliance Fresh stores in Lucknow yesterday sparked off trouble at various places, so we have taken a decision to shut these in the larger interest of law and order."
Ten stores of Reliance Fresh were launched in the state capital on Wednesday and had registered record sales as compared to any other part of the country on a single day.
The stores were opened as a consequence of the government's new farm policy that was proudly proclaimed by Mayawati herself as one that would do away with middle-men in the agriculture sector.
While no violence took place at any of the stores, only mild protests by a Samajwadi Party led trader organisation were witnessed outside some of the stores. Neither was any damage caused to any of the stores nor was any one injured in the attempted storming of one of the stores.
Asked about the fate of other malls like Spencer's and Big Bazaar that were already operating on the same lines in different parts of Uttar Pradesh, her principal secretary Shailesh Krishna said, "Such stores located inside bigger malls and selling goods other than just vegetables and fruits, would remain unaffected but the rule would apply to those Spencer's stores that were functioning on the lines of Reliance Fresh."
Mayawati, who on Wednesday hailed the new policy as a "boon for farmers of the state", explained, "earlier I had ordered a survey on the impact of the new farm policy and intelligence reports submitted to me last night revealed that farmers were unhappy with the new policy, so we have decided to withdraw the same with immediate effect."
Interestingly, on completion of her 100 days in office on August 22, Mayawati had prominently listed the new farm policy among her "achievements." She had also described it as a "revolutionary step to save farmers from exploitation by not only middle-men, but also fleecing bankers and corrupt officials."
Announcing the government's decision at a hurriedly convened press conference in Lucknow on Thursday, Mayawati said, "The opening of Reliance Fresh stores in Lucknow yesterday sparked off trouble at various places, so we have taken a decision to shut these in the larger interest of law and order."
Ten stores of Reliance Fresh were launched in the state capital on Wednesday and had registered record sales as compared to any other part of the country on a single day.
The stores were opened as a consequence of the government's new farm policy that was proudly proclaimed by Mayawati herself as one that would do away with middle-men in the agriculture sector.
While no violence took place at any of the stores, only mild protests by a Samajwadi Party led trader organisation were witnessed outside some of the stores. Neither was any damage caused to any of the stores nor was any one injured in the attempted storming of one of the stores.
Asked about the fate of other malls like Spencer's and Big Bazaar that were already operating on the same lines in different parts of Uttar Pradesh, her principal secretary Shailesh Krishna said, "Such stores located inside bigger malls and selling goods other than just vegetables and fruits, would remain unaffected but the rule would apply to those Spencer's stores that were functioning on the lines of Reliance Fresh."
Mayawati, who on Wednesday hailed the new policy as a "boon for farmers of the state", explained, "earlier I had ordered a survey on the impact of the new farm policy and intelligence reports submitted to me last night revealed that farmers were unhappy with the new policy, so we have decided to withdraw the same with immediate effect."
Interestingly, on completion of her 100 days in office on August 22, Mayawati had prominently listed the new farm policy among her "achievements." She had also described it as a "revolutionary step to save farmers from exploitation by not only middle-men, but also fleecing bankers and corrupt officials."
December 01, 2009
Dove
Dove soap, which was launched by Unilever in 1957, has been available in India since 1995. It provides a refreshingly real alternative for women who recognise that beauty is not simply about how you look, it is about how you feel.
The skin's natural pH is slightly acidic 5.5-6. Ordinary soaps tend to be alkaline, with pH higher than 9. Dove is formulated to be pH neutral (pH between 6.5 and 7.5) and to be mild on skin. This makes it suitable for all skin types for all seasons. While Dove soap bar is widely available across the country, Dove Body Wash is available in select outlets.
Globally, Dove has been extended to many other countries. Since the 1980s, for example, Unilever has launched a moisturising body-wash, deodorants, body lotions, facial cleansers and shampoos and conditioners, providing a comprehensive range of solutions to bring out true inner beauty.
The skin's natural pH is slightly acidic 5.5-6. Ordinary soaps tend to be alkaline, with pH higher than 9. Dove is formulated to be pH neutral (pH between 6.5 and 7.5) and to be mild on skin. This makes it suitable for all skin types for all seasons. While Dove soap bar is widely available across the country, Dove Body Wash is available in select outlets.
Globally, Dove has been extended to many other countries. Since the 1980s, for example, Unilever has launched a moisturising body-wash, deodorants, body lotions, facial cleansers and shampoos and conditioners, providing a comprehensive range of solutions to bring out true inner beauty.
November 28, 2009
close up
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Abstract
The caselet throws light on the innovative media strategy adopted by HLL for the re-launch of its toothpaste brand Close-Up. The caselet describes the media mix used for the new marketing communication campaign by HLL. The caselet also provides an overview of the earlier communications initiatives undertaken by HLL for Close-up. The Indian toothpaste market and its characteristics are also touched upon in this caselet.
Issues: |
Increased competition from Colgate and low-end players like Anchor and Ajanta was another reason for the brand’s poor showing. Besides, the oral care category itself declined, with toothpastes witnessing a 12.5 percent drop and toothpowders, an 8 percent fall (ACNielsen Retail Audit 2003).
HLL made several attempts to give a boost to the sagging sales of Close-Up. In the early 2000s, the company launched many variants including Ultra Whitening, Oxy Fresh, and Eucalyptus Blue along with the mother brand -- Tingly Red. In January 2004, the Tingly Red toothpaste was promoted through an ad campaign with the jingle “Kya aap Close Up karte hain?”. However, this move did not yield the desired results. In June 2004, HLL decided to restructure Close-Up’s brand portfolio by dropping the variants and restricting it to the mother brand -- Tingly Red -- and a single variant Lemon Mint.
close up
Abstract
The caselet throws light on the innovative media strategy adopted by HLL for the re-launch of its toothpaste brand Close-Up. The caselet describes the media mix used for the new marketing communication campaign by HLL. The caselet also provides an overview of the earlier communications initiatives undertaken by HLL for Close-up. The Indian toothpaste market and its characteristics are also touched upon in this caselet.
Issues: |
Increased competition from Colgate and low-end players like Anchor and Ajanta was another reason for the brand’s poor showing. Besides, the oral care category itself declined, with toothpastes witnessing a 12.5 percent drop and toothpowders, an 8 percent fall (ACNielsen Retail Audit 2003).
HLL made several attempts to give a boost to the sagging sales of Close-Up. In the early 2000s, the company launched many variants including Ultra Whitening, Oxy Fresh, and Eucalyptus Blue along with the mother brand -- Tingly Red. In January 2004, the Tingly Red toothpaste was promoted through an ad campaign with the jingle “Kya aap Close Up karte hain?”. However, this move did not yield the desired results. In June 2004, HLL decided to restructure Close-Up’s brand portfolio by dropping the variants and restricting it to the mother brand -- Tingly Red -- and a single variant Lemon Mint.
close up
Abstract
The caselet throws light on the innovative media strategy adopted by HLL for the re-launch of its toothpaste brand Close-Up. The caselet describes the media mix used for the new marketing communication campaign by HLL. The caselet also provides an overview of the earlier communications initiatives undertaken by HLL for Close-up. The Indian toothpaste market and its characteristics are also touched upon in this caselet.
Issues: |
Increased competition from Colgate and low-end players like Anchor and Ajanta was another reason for the brand’s poor showing. Besides, the oral care category itself declined, with toothpastes witnessing a 12.5 percent drop and toothpowders, an 8 percent fall (ACNielsen Retail Audit 2003).
HLL made several attempts to give a boost to the sagging sales of Close-Up. In the early 2000s, the company launched many variants including Ultra Whitening, Oxy Fresh, and Eucalyptus Blue along with the mother brand -- Tingly Red. In January 2004, the Tingly Red toothpaste was promoted through an ad campaign with the jingle “Kya aap Close Up karte hain?”. However, this move did not yield the desired results. In June 2004, HLL decided to restructure Close-Up’s brand portfolio by dropping the variants and restricting it to the mother brand -- Tingly Red -- and a single variant Lemon Mint.
close up
Abstract
The caselet throws light on the innovative media strategy adopted by HLL for the re-launch of its toothpaste brand Close-Up. The caselet describes the media mix used for the new marketing communication campaign by HLL. The caselet also provides an overview of the earlier communications initiatives undertaken by HLL for Close-up. The Indian toothpaste market and its characteristics are also touched upon in this caselet.
Issues: |
Increased competition from Colgate and low-end players like Anchor and Ajanta was another reason for the brand’s poor showing. Besides, the oral care category itself declined, with toothpastes witnessing a 12.5 percent drop and toothpowders, an 8 percent fall (ACNielsen Retail Audit 2003).
HLL made several attempts to give a boost to the sagging sales of Close-Up. In the early 2000s, the company launched many variants including Ultra Whitening, Oxy Fresh, and Eucalyptus Blue along with the mother brand -- Tingly Red. In January 2004, the Tingly Red toothpaste was promoted through an ad campaign with the jingle “Kya aap Close Up karte hain?”. However, this move did not yield the desired results. In June 2004, HLL decided to restructure Close-Up’s brand portfolio by dropping the variants and restricting it to the mother brand -- Tingly Red -- and a single variant Lemon Mint.
close up
Abstract
The caselet throws light on the innovative media strategy adopted by HLL for the re-launch of its toothpaste brand Close-Up. The caselet describes the media mix used for the new marketing communication campaign by HLL. The caselet also provides an overview of the earlier communications initiatives undertaken by HLL for Close-up. The Indian toothpaste market and its characteristics are also touched upon in this caselet.
Issues: |
Increased competition from Colgate and low-end players like Anchor and Ajanta was another reason for the brand’s poor showing. Besides, the oral care category itself declined, with toothpastes witnessing a 12.5 percent drop and toothpowders, an 8 percent fall (ACNielsen Retail Audit 2003).
HLL made several attempts to give a boost to the sagging sales of Close-Up. In the early 2000s, the company launched many variants including Ultra Whitening, Oxy Fresh, and Eucalyptus Blue along with the mother brand -- Tingly Red. In January 2004, the Tingly Red toothpaste was promoted through an ad campaign with the jingle “Kya aap Close Up karte hain?”. However, this move did not yield the desired results. In June 2004, HLL decided to restructure Close-Up’s brand portfolio by dropping the variants and restricting it to the mother brand -- Tingly Red -- and a single variant Lemon Mint.
close up
Abstract
The caselet throws light on the innovative media strategy adopted by HLL for the re-launch of its toothpaste brand Close-Up. The caselet describes the media mix used for the new marketing communication campaign by HLL. The caselet also provides an overview of the earlier communications initiatives undertaken by HLL for Close-up. The Indian toothpaste market and its characteristics are also touched upon in this caselet.
Issues: |
Increased competition from Colgate and low-end players like Anchor and Ajanta was another reason for the brand’s poor showing. Besides, the oral care category itself declined, with toothpastes witnessing a 12.5 percent drop and toothpowders, an 8 percent fall (ACNielsen Retail Audit 2003).
HLL made several attempts to give a boost to the sagging sales of Close-Up. In the early 2000s, the company launched many variants including Ultra Whitening, Oxy Fresh, and Eucalyptus Blue along with the mother brand -- Tingly Red. In January 2004, the Tingly Red toothpaste was promoted through an ad campaign with the jingle “Kya aap Close Up karte hain?”. However, this move did not yield the desired results. In June 2004, HLL decided to restructure Close-Up’s brand portfolio by dropping the variants and restricting it to the mother brand -- Tingly Red -- and a single variant Lemon Mint.
November 26, 2009
Vicco Turmeric - Differentiation and Positioning
Ingredients(Percentage in w/w):
Extract of Turmeric 16%,
Sandalwood Oil 0.5%
Excipients:
Strearic Acid 15%,
Sorbitol 3%,
Methyl Paraben Sodium 0.15%,
Propyl Paraben Sodium 0.05%,
Sodium Hydroxide 0.07%,
Water q.s
Extract of Turmeric 16%,
Sandalwood Oil 0.5%
Excipients:
Strearic Acid 15%,
Sorbitol 3%,
Methyl Paraben Sodium 0.15%,
Propyl Paraben Sodium 0.05%,
Sodium Hydroxide 0.07%,
Water q.s
VICCO has combined the goodness of TURMERIC which is said to prevent the penetration of ultra violet rays of the sun into the skin and thus maintains the original colour of the pigment of the skin, with the richness of pure SANDALWOOD OIL which is supposed to be the most cooling element in Vicco Turmeric Cream.
Vicco Turmeric, an Ayurvedic Medicine, prevents and cures skin infections, inflammation, blemishes, wounds and other skin disorders. It soothes boils, pimples, acne and burns. It removes rashes, cures dermatitis, allergic eruption, nappy rashes and eczema. It nourishes the skin, improves tonal value and makes it fair and beautiful.
Vicco Turmeric prevents the penetration of Ultra Viloet rays of the Sun into the skin and thus maintains the original colour of the pigment of the skin.
For better results first wash your skin thoroughly with microbicidal Vicco Turmeric Cream(with Foam Base) and then apply Vicco Turmeric Skin Cream.
Vicco is not tested on animal. No animal ingredients.
Vicco Turmeric, an Ayurvedic Medicine, prevents and cures skin infections, inflammation, blemishes, wounds and other skin disorders. It soothes boils, pimples, acne and burns. It removes rashes, cures dermatitis, allergic eruption, nappy rashes and eczema. It nourishes the skin, improves tonal value and makes it fair and beautiful.
Vicco Turmeric prevents the penetration of Ultra Viloet rays of the Sun into the skin and thus maintains the original colour of the pigment of the skin.
For better results first wash your skin thoroughly with microbicidal Vicco Turmeric Cream(with Foam Base) and then apply Vicco Turmeric Skin Cream.
Vicco is not tested on animal. No animal ingredients.
This luxurious cream vanishes into your skin and starts working its magic from within.
- It protects the skin year round from the elements.
- It keeps pimples and acne at bay, giving skin a blemish-free complexion.
- It rejuvenates and revitalises the skin from within, leaving it soft, supple, and young-looking.
- Being pure and natural, with all the wonderful attributes of turmeric and sandalwood oil, Vicco Turmeric Cream gives the skin a radiance that mere cosmetics can't hold a light to.
CADBURY DAIRY MILK'S STORY
The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the journey with chocolate lovers in India began in 1948.
The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of Cadbury Dairy Milk.
The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens & adults.
Recently, Cadbury Dairy Milk Desserts was launched, specifically to cater to the urge for 'something sweet' after meals.
Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a delightful combination of milk chocolate and white chocolate. Giving consumers an exciting reason to keep coming back into the fun filled world of Cadbury.
Our Journey:
Cadbury Dairy Milk has been the market leader in the chocolate category for years. And has participated and been a part of every Indian's moments of happiness, joy and celebration. Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.
In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a bribe for children. In the Mid 90's the category was re-defined by the very popular `Real Taste of Life' campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the child in every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good feelings'.
The 'Real Taste of Life' campaign had many memorable executions, which people still fondly remember. However, the one with the "girl dancing on the cricket field" has remained etched in everyone's memory, as the most spontaneous & un-inhibited expression of happiness.
This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby (Ad Club, Mumbai) awards.
In the late 90's, to further expand the category, the focus shifted towards widening chocolate consumption amongst the masses, through the 'Khanewalon Ko Khane Ka Bahana Chahiye' campaign. This campaign built social acceptance for chocolate consumption amongst adults, by showcasing collective and shared moments.
More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street language. It has been adopted by consumers and today is used extensively to express joy in a moment of achievement / success.
The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the prestigious Cannes Advertising Festival 2006 for 'Best use of internet and new media'. The idea involved a tie-up with Reliance India Mobile service and allowed students to check their exam results using their mobile service and encouraged those who passed their examinations to celebrate with Cadbury Dairy Milk.
The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best Integrated Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006 (global benchmark for effective advertising campaigns) awards.
Garnier UV Protect SPF 50 Sunscreen with Mexoryl
My favourite sunscreen for the face is the L’oreal UV Perfect SPF50 - Anti dullness. It doesn’t seem to suit everyone though. Many people complain about the fact it makes their skin oily and some others have complained of breakouts.
I passed by the Garnier counter at Watson’s a few days ago and I spotted something new – the Garnier UV Protect SPF50 Sunscreen with PA+++. I scanned the back of the box and saw that it contained Mexoryl, which is a chemical block for UVA and UVB sun rays. I couldn’t find any information on this sunscreen online at all nor have I seen anything in print in the news. Perhaps I’m looking in the wrong places, but the only Garnier sunscreens I can find online are by Ambre Solaire which we don’t find here. This was manufactured by Garnier in Indonesia, so I’m wondering if this Garnier UV Protect sunscreen is only found in Asia. Thus far, I think so, just like the L’oreal UV Perfect is only found in Asia.
I passed by the Garnier counter at Watson’s a few days ago and I spotted something new – the Garnier UV Protect SPF50 Sunscreen with PA+++. I scanned the back of the box and saw that it contained Mexoryl, which is a chemical block for UVA and UVB sun rays. I couldn’t find any information on this sunscreen online at all nor have I seen anything in print in the news. Perhaps I’m looking in the wrong places, but the only Garnier sunscreens I can find online are by Ambre Solaire which we don’t find here. This was manufactured by Garnier in Indonesia, so I’m wondering if this Garnier UV Protect sunscreen is only found in Asia. Thus far, I think so, just like the L’oreal UV Perfect is only found in Asia.
Commonwealth Countries
Commonwealth Countries
There are 53 countries of the Commonwealth, of which 47 are currently Commonwealth Foundation members.
Membership of the Foundation is voluntary, and is open to all Commonwealth governments. Associated states or overseas territories of member governments of the Foundation can apply for associate membership.
Antigua and BarbudaAustraliaThe Bahamas Bangladesh Barbados Belize Botswana Brunei Darussalam Cameroon Canada Cyprus Dominica Fiji Islands The Gambia Ghana Grenada Guyana India Jamaica Kenya Kiribati Lesotho Malawi Malaysia Maldives Malta Mauritius
Mozambique Namibia Nauru New Zealand Nigeria Pakistan Papua New Guinea St Kitts and Nevis St Lucia St Vincent and the Grenadines Samoa Seychelles Sierra Leone Singapore Solomon Islands South Africa Sri Lanka Swaziland Tonga Trinidad and Tobago Tuvalu Uganda United Kingdom United Republic of Tanzania Vanuatu Zambia *Gibraltar
(Italics indicates countries which are not currently members of the Commonwealth Foundation.)*Associated members
Please note that, unless stated otherwise, citizens of countries which are not members of the Commonwealth Foundation are not eligible for support from the Foundation or participation in Foundation activities.
There are 53 countries of the Commonwealth, of which 47 are currently Commonwealth Foundation members.
Membership of the Foundation is voluntary, and is open to all Commonwealth governments. Associated states or overseas territories of member governments of the Foundation can apply for associate membership.
Antigua and BarbudaAustraliaThe Bahamas Bangladesh Barbados Belize Botswana Brunei Darussalam Cameroon Canada Cyprus Dominica Fiji Islands The Gambia Ghana Grenada Guyana India Jamaica Kenya Kiribati Lesotho Malawi Malaysia Maldives Malta Mauritius
Mozambique Namibia Nauru New Zealand Nigeria Pakistan Papua New Guinea St Kitts and Nevis St Lucia St Vincent and the Grenadines Samoa Seychelles Sierra Leone Singapore Solomon Islands South Africa Sri Lanka Swaziland Tonga Trinidad and Tobago Tuvalu Uganda United Kingdom United Republic of Tanzania Vanuatu Zambia *Gibraltar
(Italics indicates countries which are not currently members of the Commonwealth Foundation.)*Associated members
Please note that, unless stated otherwise, citizens of countries which are not members of the Commonwealth Foundation are not eligible for support from the Foundation or participation in Foundation activities.
November 24, 2009
CADBURY DAIRY MILK - STORY 2
The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the journey with chocolate lovers in India began in 1948.
The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of Cadbury Dairy Milk.The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens & adults.
Recently, Cadbury Dairy Milk Desserts was launched, specifically to cater to the urge for 'something sweet' after meals.
Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a delightful combination of milk chocolate and white chocolate. Giving consumers an exciting reason to keep coming back into the fun filled world of Cadbury.
Our Journey:
Cadbury Dairy Milk has been the market leader in the chocolate category for years. And has participated and been a part of every Indian's moments of happiness, joy and celebration. Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.
The 'Real Taste of Life' campaign had many memorable executions, which people still fondly remember. However, the one with the "girl dancing on the cricket field" has remained etched in everyone's memory, as the most spontaneous & un-inhibited expression of happiness.
This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby (Ad Club, Mumbai) awards.
In the late 90's, to further expand the category, the focus shifted towards widening chocolate consumption amongst the masses, through the 'Khanewalon Ko Khane Ka Bahana Chahiye' campaign. This campaign built social acceptance for chocolate consumption amongst adults, by showcasing collective and shared moments.
More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street language. It has been adopted by consumers and today is used extensively to express joy in a moment of achievement / success.
The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best Integrated Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006 (global benchmark for effective advertising campaigns) awards.
Did You Know:
Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005 edition of Brand Equity's Most Trusted Brands survey.
Advertising Strategies of Pepsi
Pepsi’s new campaign will be a consumer–centric advertising campaign without any celebrities,” informed industry sources. ‘Celebrities may come and go but brands are forever,’ seems to be PepsiCo’s new motto.
Incidentally, PepsiCo has not yet renewed Sachin Tendulkar’s contract which expired in May this year. According to industry sources, PepsiCo is now shifting its marketing focus to MS Dhoni, the highest paid IPL player. “The company will bring in MS Dhoni to the centre space from side lines. Of course, PepsiCo will make Dhoni wear some decent clothes to erase his Lungi-clad image,” said Prahlad Kakar, a leading ad film maker in Mumbai. Remember Pepsi’ ads featuring Dhoni, captain of the Chennai Super Kings team?
Enthused by the response to Dhoni’s ‘Mind it’ ads, the company will now project Dhoni as its brand icon in the next few months, predict industry analysts. “Young cine stars Deepika Padukone and Ranbir Kapoor now star in Pepsi Youngistan campaign. Very soon, we may see Dhoni sharing the screen space with Shar Rukh Khan in Pepsi ads,” added analysts.When contacted by FE, PepsiCo India declined to comment on its advertising plans.
On PepsiCo’s shift in strategy, Ramesh Narayan, veteran advertising professional based in Mumbai said: “I think every brand needs to keep in mind its profile. And Pepsi has always stood for the youth. I do not think it is any comment on Tendulkar as a player but they need to refresh their stable of sports person with younger people.” In sync with its new strategy, PepsiCo has roped in Ishant Sharma and Rohit Sharma to feature in its ‘Yeh hai Youngistan Meri Jaan’-dumping cricket stars Dravid and Ganguly.
Incidentally, PepsiCo has not yet renewed Sachin Tendulkar’s contract which expired in May this year. According to industry sources, PepsiCo is now shifting its marketing focus to MS Dhoni, the highest paid IPL player. “The company will bring in MS Dhoni to the centre space from side lines. Of course, PepsiCo will make Dhoni wear some decent clothes to erase his Lungi-clad image,” said Prahlad Kakar, a leading ad film maker in Mumbai. Remember Pepsi’ ads featuring Dhoni, captain of the Chennai Super Kings team?
Enthused by the response to Dhoni’s ‘Mind it’ ads, the company will now project Dhoni as its brand icon in the next few months, predict industry analysts. “Young cine stars Deepika Padukone and Ranbir Kapoor now star in Pepsi Youngistan campaign. Very soon, we may see Dhoni sharing the screen space with Shar Rukh Khan in Pepsi ads,” added analysts.When contacted by FE, PepsiCo India declined to comment on its advertising plans.
On PepsiCo’s shift in strategy, Ramesh Narayan, veteran advertising professional based in Mumbai said: “I think every brand needs to keep in mind its profile. And Pepsi has always stood for the youth. I do not think it is any comment on Tendulkar as a player but they need to refresh their stable of sports person with younger people.” In sync with its new strategy, PepsiCo has roped in Ishant Sharma and Rohit Sharma to feature in its ‘Yeh hai Youngistan Meri Jaan’-dumping cricket stars Dravid and Ganguly.
Advertisement Strategies of Britania
Even as Britannia Industries Ltd (BIL) is unwrapping a new advertising strategy for its relaunched brand MarieGold, Parle Products Pvt Ltd has roped in Ogilvy & Mather India to design the advertising plans for its yet-to-be launched brand Monaco Bites. With the entry of Hindustan Lever Ltd’s biscuit brand Modern Energy Biscuits, competition is hotting up in the Rs 2,500-crore Indian biscuits market.
For starters, BIL has recently relaunched its flagship brand MarieGold with value additions in a bid to rejuvenate the brand. Along with the relaunch, the company has also revamped the advertising and packaging strategy of the brand in the overcrowded category.
Strapped with a new tagline ‘Packed with wheat energy’, the new avatar of MarieGold in a new packaging hit the Indian marketplace just a few days ago. The company is still in the process of rolling out the relaunched brand across the country, inform sources from the company.
And to announce the relaunch of MarieGold, BIL is rolling out a multi-media ad campaign which includes press advertisement, television commercials and radio advertising, says Lowe India (Bangalore) vice-president Preeti Maroli. “We’ll be using all the media vehicles that are available. To start with, we have launched a television commercial in Hindi. Very soon, we will roll out print ad campaign first in Hindi. Later we will go for press ads in English,” she adds.
To support the mass media ad campaign for its relaunched brand, the agency will be using below-the-line activities too, says Ms Maroli. The agency also has plans to put up hoardings and banners as part of its outdoor media strategy. “As for our ad strategy, we have used the health plank to highlight the the benefit of wheat energy in the relaunched MarieGold. And of course, we have revamped MarieGold’s packaging strategy with the relaunch,” adds Ms Maroli.
For starters, BIL has recently relaunched its flagship brand MarieGold with value additions in a bid to rejuvenate the brand. Along with the relaunch, the company has also revamped the advertising and packaging strategy of the brand in the overcrowded category.
Strapped with a new tagline ‘Packed with wheat energy’, the new avatar of MarieGold in a new packaging hit the Indian marketplace just a few days ago. The company is still in the process of rolling out the relaunched brand across the country, inform sources from the company.
And to announce the relaunch of MarieGold, BIL is rolling out a multi-media ad campaign which includes press advertisement, television commercials and radio advertising, says Lowe India (Bangalore) vice-president Preeti Maroli. “We’ll be using all the media vehicles that are available. To start with, we have launched a television commercial in Hindi. Very soon, we will roll out print ad campaign first in Hindi. Later we will go for press ads in English,” she adds.
To support the mass media ad campaign for its relaunched brand, the agency will be using below-the-line activities too, says Ms Maroli. The agency also has plans to put up hoardings and banners as part of its outdoor media strategy. “As for our ad strategy, we have used the health plank to highlight the the benefit of wheat energy in the relaunched MarieGold. And of course, we have revamped MarieGold’s packaging strategy with the relaunch,” adds Ms Maroli.
Advertising Story of Honda Motors
Advertising Story of Honda Motors- How It Succeeded in America.
The ad depicted housewives, a parent and child, young couples and other respectable members of society-referred to as "the nicest people"-riding Honda 50s for a variety of purposes. Moreover, the colorful illustration and highly professional design appealed strongly to the public. Those who would otherwise have rolled their eyes at the word "motorcycle," and those who previously had no interest in them, soon saw in the motorcycle a new purpose: one of casual and convenient daily transportation.
Mothers who once wouldn't listen to an adolescent child's plea for a motorcycle began to compromise, saying, "I'll buy you one, if it's a Honda." The Honda 50 even became popular as a present for birthdays and Christmas. And with its support from an ever-widening sector of the American public-from students and housewives to businessmen and outdoor enthusiasts-the motorcycle finally won recognition as a popular product.
Grey Advertising, now quite confident in its wildly successful Honda campaign, had a new proposal. "Mr. Kawashima," they asked, "would American Honda like to participate as a sponsor of the Academy Awards broadcast".
The Academy Awards broadcast was a major annual event drawing a public, eager for a taste of glamour and spectacle. Even then the show was televised nationally. Grey maintained that airing a commercial during this program, which attracted 70 or 80 percent of all television viewers, would immediately spread the American Honda name and product line across the nation. The broadcasting fee for two 90-second commercial segments was $300,000. Seen as an outrageous price that would immediately wipe out the revenue from about 1,200 Honda 50s, even Kawashima hesitated before giving it his approval. "When I heard they wanted $300,000, I had serious reason to pause and think about it," Kawashima said, looking back at the plan. "But Fujisawa had always told me that great opportunities weren't so easy to come by. So, I decided to go for it. -Let's do it,' I said. But to be honest, I was pretty nervous."
American Honda thus became the first foreign corporation to sponsor the Academy Awards show. And because no one had ever heard of a motorcycle company sponsoring the event, it became a subject of constant conversation among industry insiders and advertising professionals. But in April 1964 the TV commercial that aired across the country caused an even bigger sensation. The response was simply overwhelming, and people everywhere were clamoring to start their own Honda dealerships. Moreover, large corporations across the U.S. began to inundate American Honda with inquiries concerning tie-ups, including such requests as, "We would love to use the Honda 50 as a product in our sales-promotion campaign."
The Honda 50 had truly succeeded in its appeal to the American public. More than simply another motorcycle, it was seen as a casual vehicle for daily activities, and as such was an entirely new consumer value. It erased the motorcycle's deeply rooted image of evil and discontent. Simply stated, the 50 was a gigantic hit.
November 23, 2009
Parle Agro Lemon Drink, 'LMN' - Launch Story
Mumbai, Maharashtra, March 2, 2009 -- Indian beverage major, Parle Agro has rolled out a new fruit-based lemon drink, LMN in the non-carbonated segment. The new brand – LMN is a natural lemon juice drink and the only brand in India with a taste closest to home made, fresh lime water, also known as nimbu pani. With no artificial flavors and real lemon juice, LMN will provide consumers a healthy, refreshing drink with the goodness of vitamin C. Every summer, the Indian beverage market has seen cola majors battle it out. This summer, the launch of LMN will see the cola wars taking a back seat and the battle spilling over to the non-cola segment, to be more precise in the nimbu paani category.
On the occasion of LMN’s launch in Delhi today, Nadia Chauhan, Joint Managing Director and CMO, Parle Agro stated – “Nimbu Pani has traditionally been India’s most commonly consumed cold beverage. In fact the idea of a branded lemon drink is so simple that you would wonder why nobody thought of it earlier. The challenge for us was packaging a natural product while retaining its fresh, original taste through out its shelf life. For the last 20 years, Parle Agro has been the market leader in fruit based beverages; we have constantly worked keeping in mind Indian preferences while formulating products that cater to the Indian palate. It is without any doubt that, only an Indian company can understand what real nimbu pani tastes like and what the Indian consumer wants in a packaged offering.”
LMN takes a refreshingly fresh take on lemon. With a catchy tagline – “The Emergency Lemon Refresher”, LMN aims to strike a chord with youth and adults alike. In today’s times of fast food and speed dating, the name LMN is derived from the SMS version of the word lemon.
Currently nimbu pani is consumed in vendor stalls by the roadside or at home. While the roadside nimbu pani has hygiene issues, achieving a consistent taste in home-made nimbu pani is a task. LMN will target both these segments of consumers to turn them into branded consumers of nimbu pani. Besides this LMN will also target an emerging segment of consumers who are simply looking for a healthy, refreshing beverage.
Packaged nimbu pani will have tremendous growth potential, higher than other packaged drinks in the out-of-home / on-the-go consumption segment, mainly because of a major shift in consumer behavior. Today, the beverage consumer is looking for hygiene, convenience, refreshing taste, affordability and year around availability. With a familiar tasting, healthy, thirst quencher like nimbu paani available as a branded offering, Parle Agro is confident about LMN doing well in the market.
LMN is priced at affordable price points and could deliver huge volumes for Parle Agro which aims to touch a turnover of Rs. 3000-3500 Crore by 2011 purely through organic growth. LMN will be available in 110ml Tetra, 200ml Tetra and 500ml PET priced at Rs.5, Rs.10 and Rs.23 respectively.
The branding on the pack of LMN is bold and stark and will make consumers relate to lemons instantly. The striking green and yellow color makes the pack noticeable and increases its shelf appeal. In the PET offering, the unique bottle design of LMN makes it stand apart from the rest.
LMN’s launch will be supported by a 360 degree marketing campaign comprising of a TVC, print advertising; point of purchase promotions and BTL activities. The media campaign will kick off by mid-March.
A ready-to-drink product like LMN will shake up the Rs. 1500 Crores non-carbonated beverages market, comprising of juices, nectars and fruit drinks. Now consumers will have a choice to choose between a healthy, refreshing lemon drink versus a cola or even water to quench their thirst. The amount of vitamin C present in LMN is equal to two whole lemons! Lemons as such are rich in vitamin C (an anti-oxidant) and potassium, which have the ability to replenish lost essential body fluids. A lemon drink rehydrates and is light on the stomach. It is a perfect refresher for any situation.
Notes to Editor
On the occasion of LMN’s launch in Delhi today, Nadia Chauhan, Joint Managing Director and CMO, Parle Agro stated – “Nimbu Pani has traditionally been India’s most commonly consumed cold beverage. In fact the idea of a branded lemon drink is so simple that you would wonder why nobody thought of it earlier. The challenge for us was packaging a natural product while retaining its fresh, original taste through out its shelf life. For the last 20 years, Parle Agro has been the market leader in fruit based beverages; we have constantly worked keeping in mind Indian preferences while formulating products that cater to the Indian palate. It is without any doubt that, only an Indian company can understand what real nimbu pani tastes like and what the Indian consumer wants in a packaged offering.”
LMN takes a refreshingly fresh take on lemon. With a catchy tagline – “The Emergency Lemon Refresher”, LMN aims to strike a chord with youth and adults alike. In today’s times of fast food and speed dating, the name LMN is derived from the SMS version of the word lemon.
Currently nimbu pani is consumed in vendor stalls by the roadside or at home. While the roadside nimbu pani has hygiene issues, achieving a consistent taste in home-made nimbu pani is a task. LMN will target both these segments of consumers to turn them into branded consumers of nimbu pani. Besides this LMN will also target an emerging segment of consumers who are simply looking for a healthy, refreshing beverage.
Packaged nimbu pani will have tremendous growth potential, higher than other packaged drinks in the out-of-home / on-the-go consumption segment, mainly because of a major shift in consumer behavior. Today, the beverage consumer is looking for hygiene, convenience, refreshing taste, affordability and year around availability. With a familiar tasting, healthy, thirst quencher like nimbu paani available as a branded offering, Parle Agro is confident about LMN doing well in the market.
LMN is priced at affordable price points and could deliver huge volumes for Parle Agro which aims to touch a turnover of Rs. 3000-3500 Crore by 2011 purely through organic growth. LMN will be available in 110ml Tetra, 200ml Tetra and 500ml PET priced at Rs.5, Rs.10 and Rs.23 respectively.
The branding on the pack of LMN is bold and stark and will make consumers relate to lemons instantly. The striking green and yellow color makes the pack noticeable and increases its shelf appeal. In the PET offering, the unique bottle design of LMN makes it stand apart from the rest.
LMN’s launch will be supported by a 360 degree marketing campaign comprising of a TVC, print advertising; point of purchase promotions and BTL activities. The media campaign will kick off by mid-March.
A ready-to-drink product like LMN will shake up the Rs. 1500 Crores non-carbonated beverages market, comprising of juices, nectars and fruit drinks. Now consumers will have a choice to choose between a healthy, refreshing lemon drink versus a cola or even water to quench their thirst. The amount of vitamin C present in LMN is equal to two whole lemons! Lemons as such are rich in vitamin C (an anti-oxidant) and potassium, which have the ability to replenish lost essential body fluids. A lemon drink rehydrates and is light on the stomach. It is a perfect refresher for any situation.
Notes to Editor
About Parle Agro Pvt. Ltd.
Parle Agro is a trusted name in the Indian beverage industry and has been refreshing India since two decades with leading brands like Frooti, Appy, Appy Fizz and packaged drinking water, Bailley. As an industry pioneer, Parle Agro is the first to introduce fruit drinks in a Tetra Pak in India, the first to introduce apple nectar and the first to introduce fruit drinks in PET bottles. In 2007, Parle Agro forayed into the confectionery business. In the confectionery division, Parle Agro has brands like Mintrox, Buttercup, Buttercup Softease and Frewt Éclairs. The latest product from Parle Agro – Saint Juice was launched in 2008.
ROLLS ROYCE’S ‘GHOST’ READY TO HUNT INDIAN ROADS
Rolls After 'Phantom', Rolls Royce is ready to drive its most technologically advanced car 'Ghost' into India and hoped that at least 45 people with crores in disposable income would be charmed by the vehicle’s simplistic design. The company today previewed Ghost, the super luxury sedan with a whisper-quiet engine and a price tag of Rs 2.5 crore, in the country and expects the first delivery to happen in quarter one of next year.-Royce Regional Director Asia pacific Colin Kelly, right, poses for the media at the launch preview of the company€™s new four door super luxury saloon, the Ghost, in New Delhi, India, Friday, Nov. 20, 2009. The approximate price of Ghost in India is US$ 510204. (AP Photo))
The 6.6 L twin-turbo car is charged with a V12 engine. "We expect to sell 75 units in 2010 in India, of which ''Ghost'' will comprise 50-60 units," Roll Royce Regional Director Asia Pacific Colin Kelly told reporters. Rolls-Royce Regional Director Asia pacific Colin Kelly, left, and General manager South and East Asia Pacific Brenda Pek, center, unveil the company's new four door super luxury saloon, the Ghost, in New Delhi, India, Friday, Nov. 20, 2009. The approximate price of Ghost in India is US$ 510204. (AP Photo)
Last year, the company had sold about 15 units in the country, comprising cars from the 'Phantom' family. He said the company might witness a slowdown in its global sales this year because of the global recession. The company had globally sold 1,212 units of its cars last year. This year, the company is looking to more than double its global sales.
Media personnel are seen reflected on the newly unveiled Rolls Royce̢۪s four door super luxury saloon, the Ghost, in New Delhi, India, Friday, Nov. 20, 2009. The approximate price of Ghost in India is US$ 510204. (AP Photo)
"We are looking for sales of 2,500 units globally in 2010, of which two-third is expected to come from the yet to be launched ''Ghost''," Rolls Royce General Manager (South and East Asia Pacific) Brenda Pek said. She added that in India the company expects to sell 14-16 units this year and increase it to 75 units next year. Rolls-Royce Regional Director Asia Pacific Colin Kelly, center, poses for the media at the launch preview of the company€™s new four door super luxury saloon, the Ghost, in New Delhi, India, Friday, Nov. 20, 2009. The approximate price of Ghost in India is US$ 510204. (AP Photo)
November 18, 2009
AYUSH
Ayush was launched in 2002. With Ayush HLL brings to you a range of Ayurvedic Health Care & Personal Care Products with a superior sensory experience, scientifically tested and proven functionality and international standards of quality and safety, for a uniquely pleasurable and holistic Ayurvedic experience.
For the first time, the eternal truths of Ayurveda and the rigours of modern science have been combined. The Ayurvedic purity of Ayush's formulation is endorsed by Arya Vaidya Pharmacy, Coimbatore.
The Ayush range comprises shampoos, hair oil, skin cream, soap and nutritional supplements.
The Ayush Therapy Centres provide personalised service and advice in positive health and stress relief, aches and pain relief, skin and hair care and weight loss consultation.
Pepsodent Formerly Owned by Unilever
Pepsodent is a brand of toothpaste with a wintergreen flavor. It was formerly owned by Unilever (but, since 2003, by Church and Dwight in USA).
It was advertised for its purported properties fighting tooth decay, attributed in advertisements to the supposed ingredient Irium. Irium is another word for sodium lauryl sulfate, an inexpensive ionic surfactant[1]. However, in a 1994 speech, then-FCC chairman Reed Hundt claimed that the "Irium" mentioned in Pepsodent advertisements "didn't exist".[2]
Another ingredient, "I.M.P." was purported to whiten teeth. Its best-known slogan was “You'll wonder where the yellow went / when you brush your teeth with Pepsodent!” British comedian Jasper Carrott referred to the slogan in one of his stand-up routines, saying “On your tongue - that's where the yellow went!”
Pepsodent was a very popular brand before the mid '50s, but its makers were slow to add fluoride to its formula to counter the rise of other highly promoted brands such as Crest and Gleem toothpaste by Procter & Gamble, and Colgate's eponymous product; sales of Pepsodent plummeted. Today Pepsodent is a “value brand” marketed primarily in discount stores and retails for roughly half the price of similarly-sized tubes of Crest or of Colgate.
In the 1930s a massive animated neon advertising sign, featuring a young girl on a swing, hung on a building in Times Square in New York City. This ad was re-created for the climax of the 2005 film King Kong.
The product was discontinued in South Africa in 1974 but was revived in 1976 with a new ad slogan "Gets Your Teeth Their Whitest" featuring celebrity endorsers Rita Moreno, Steve Lawrence, and others. The popular slogan was also changed in South Africa to "You'll wonder where the dullness went / when you polish your teeth with Pepsodent".
Pepsodent is still sold as a Unilever property in India[1], Indonesia [2], Chile[3], Finland[4], and several other countries.
It was advertised for its purported properties fighting tooth decay, attributed in advertisements to the supposed ingredient Irium. Irium is another word for sodium lauryl sulfate, an inexpensive ionic surfactant[1]. However, in a 1994 speech, then-FCC chairman Reed Hundt claimed that the "Irium" mentioned in Pepsodent advertisements "didn't exist".[2]
Another ingredient, "I.M.P." was purported to whiten teeth. Its best-known slogan was “You'll wonder where the yellow went / when you brush your teeth with Pepsodent!” British comedian Jasper Carrott referred to the slogan in one of his stand-up routines, saying “On your tongue - that's where the yellow went!”
Pepsodent was a very popular brand before the mid '50s, but its makers were slow to add fluoride to its formula to counter the rise of other highly promoted brands such as Crest and Gleem toothpaste by Procter & Gamble, and Colgate's eponymous product; sales of Pepsodent plummeted. Today Pepsodent is a “value brand” marketed primarily in discount stores and retails for roughly half the price of similarly-sized tubes of Crest or of Colgate.
In the 1930s a massive animated neon advertising sign, featuring a young girl on a swing, hung on a building in Times Square in New York City. This ad was re-created for the climax of the 2005 film King Kong.
The product was discontinued in South Africa in 1974 but was revived in 1976 with a new ad slogan "Gets Your Teeth Their Whitest" featuring celebrity endorsers Rita Moreno, Steve Lawrence, and others. The popular slogan was also changed in South Africa to "You'll wonder where the dullness went / when you polish your teeth with Pepsodent".
Pepsodent is still sold as a Unilever property in India[1], Indonesia [2], Chile[3], Finland[4], and several other countries.
November 17, 2009
Re-Branding Story of Rin
Launched in 1969, Rin with the power of its thunderous lightning flash has become a household name synonymous with dazzling white clothes, for millions across the length and breadth of the country.
Over the years, Rin has constantly evolved to cater to the growing aspirations of the Indian housewife. Be it with Rin Advanced or its perfumed variant Jasmine Fresh, the brand guarantee superior cleaning, incomparable white clothes and self-confidence which comes only from wearing spotless clean clothes. That too, at affordable prices.
Recently Rin re-wrote the rules of branding and marketing by teaming up with the country’s leading entertainment channel, Star Plus to launch a unique reality show for kids titled – ‘Rin Mera Star Super Star’- a nationwide talent hunt providing a platform for talented children to showcase their potential to the entire country. The winning contestant won a scholarship of Rs. 500,000 to help him chase the dream of becoming an artist or to pursue future education.
Over the years, Rin has won a number of accolades, the most recent being voted as the Most Preferred Detergent brand in India at the Awaaz Consumer Awards in 2006. The Awaaz Consumer Awards voice the opinion of 10,000 consumers of 39 product and service categories across 21 countrywide locations.
Elements of a Winning Small Business Advertisement
Element #1 Smart Ad Placement
The first step in positioning your ad for success is increasing its chance of being seen by your target market. Running the world’s best radio ad for your retirement planning services on a local hip-hop station wouldn’t be a good idea.
Find out what your target market watches (i.e. sports, cooking, business), where they watch it (i.e. car, home, airport), and how they watch it (i.e. newspaper, magazine, radio). Until you know this information, you cannot make smart choices about ad placement and you’ll likely end up wasting a lot of your hard-earned dollars on an ad that didn’t even get seen by your target market.
Element #2 Focus on Your Objective
You’ll never get what you want if you don’t know what you want. This is true in your personal goals and also your advertising efforts. You must have a specific objective for your ad if you want people to act. Is it to call your office, come to your store, or go to your website?
Whatever your objective is, gear all the elements of your ad to persuade consumers to fulfill your objective. Suppose you want readers to call your toll-free telephone number, then your call-to-action should be, “call our toll-free number now!”
If you include a testimonial, have your endorser say something like, “when I made a call to your toll-free number…” or you might include copy that says, “one toll-free phone call can change your life forever.”
Multiple objectives will confuse your prospect and when people get confused, they usually do nothing.
Element #3 Irresistible Offer
If you have ever seen the ginsu knife infomercial you have witnessed the anatomy of an irresistible offer. Not only do you get the set of ginsu knives, but also you get the “magic shredder”, the “never-dull chopper”, and the “easy egg slicer.”
BUT that’s not all you also get the “2-in-1 blade sharpener” and if you order in the next 10 minutes you’ll also receive a second set of ginsu knives! Now that’s an irresistible offer. Who could resist all these bonuses for the price of one set of ginsu knives?
The secret to constructing an irresistible offer is to add valuable bonuses and extend risk-free, easy-to-pay terms. Continue heaping valuable bonuses on your customer until they throw up their hands and say, “Okay, I give!”
One last thought about your irresistible offer. Sometimes you can make your offer so irresistible that it appears to good to be true. Always tell the reason why you can make such a great offer. This will add credibility to an incredulous ad.
For example, you might be having a sale that advertises 70% off retail price. When people see “70% off” many will think that all you have done is boost your price 50% just so that you can advertise a 70% off price.
But if you tell them you can offer 70% off because the recent hailstorm caused some very slight damage to your product and you need to liquidate. People can now reconcile you great offer in their minds so that it makes sense and is believable.
Element #4 Unique Competitive Advantage
Why should your prospect do business with you over any of your competitors. Even those that have lower prices! Do you have a “wider selection than anybody in the tri-county area” or do you “deliver within eight hours after the purchase”?
Often your unique competitive advantage is the biggest benefit you can offer your prospects so consider including it in your headline, bulleted copy, or your guarantee.
If by chance, you don’t have a unique competitive advantage(s) then you better get one…fast. Not having a unique competitive advantage with which to show value, results in competing solely on price - - and that’s a losing proposition (unless you have a significant cost advantage).
Element #5 Advertorial Style
Studies have shown that consumers read new articles seven times more than they do advertisements. It is said that the average consumer is presented with over 3,500 ad impressions per day. We have become jaded to promotions and commercials.
Cloaking your ad in a news style editorial format will not only pull more attention, but also instill credibility, which is one of the major roadblocks to consumer response. “Advertorial” (advertisement editorial) type ads include compelling headlines, lots of informative, interesting text, quotes, and a judicious use of graphics.
The reason advertorial ads are so compelling is that people are tired of in-your-face sales ads and would prefer the silent, soft sell of an authoritative news article.
Element #6 Compelling Headline
Your headline is the most important part of all the technical aspects of your ad. 80% of the success of the headline can be attributed to its headline. A powerful headline is either, (1) benefit driven, (2) news oriented, (3) curiosity driven, or (4) how-to oriented.
The following is an example of each:
Benefit Driven Example: “You Too Can Have a Slimmer Figure Without Dieting” News Oriented Example: “Amazing New Formula Cures Arthritis Pain” Curiosity Driven: “Are You Making These Deadly Hair Care Mistakes?” How-to Oriented: “How to Flood Your Business with New Customers for Under $50”
It’s a good practice to develop a minimum of 30 variations of your headline before you select the one you’ll use. Readers satisfy their interests by scanning headlines. If your headline doesn’t grab attention your ad will never be read, let alone noticed.
Element #7 Sell the Benefits
Your prospects don’t care about you. They don’t care about your awards, the name of your business, how much you sell, or how good you think you are. They only care about how you, and what you offer, can benefit them. So leave out all of “me” copy and sell the benefits. Ultimately people only want two things, to (1) gain pleasure, or to (2) avoid pain.
Tell people how your offering will help them either gain pleasure or avoid pain by expressing them in the form of benefits. Don’t confuse this with listing the features of your product or service. People aren’t concerned as much with features as they are with what the features will do for them personally.
To do this, list each of the features of your product and then determine the benefits, both the potential of gain or the avoidance of pain, your prospects will receive as a result of each feature. Hint: Studies have shown people respond better to the fear of loss (pain) then they do to the promise of gain.
Element #8 Make it Risk-Free
Consumers are naturally skeptical. With all the scams, rip-offs, and untruthful ads consumers have experienced, who knows what to believe anymore? You must make your ad credible and risk-free. The good news is that it’s easy to do. Using a combination of these three strategies will provide a powerful risk-free offer.
- Use Testimonials. Testimonials from real people are powerful. People don’t like to be guinea pigs. If they’ve seen that someone else has received the promised benefits, it provides instant credibility. Hint: Including pictures of the endorser will double the effectiveness of your testimonial.
- Offer a Strong Guarantee. Provide as strong a guaranteed as absolutely possible. If you can’t provide a strong guarantee for your product, perhaps you shouldn’t be selling it. Unfortunately, too many small business people fear that customers will take them up on it. Let me ask you, when was the last time your took somebody up on their guarantee? Seldom do guarantees get exercised. Use a powerful guarantee.
- Include Facts and Statistics. Use facts and statistics from reliable sources to bolster your claims. People find comfort in positive, scientific proof.
Each of these strategies will build credibility and reduce the risk prospects naturally feel when contemplating an offer. Above all, be truthful and honest!
When someone tells you that they don’t like being told what to do - - don’t believe it. People do want to be told what to do. In fact, people need to be told what to do and when to do it.
Phrases such as, “call now”, “come in today”, “sign up right now” trigger emotional response mechanisms that get your prospect to take action on an offer that secretly you want to take advantage of anyway. Make your call-to-action explicit and clear, so your prospect knows exactly what to do.
Admit it, the vast majority of people are naturally lazy and like to procrastinate. Without a real or perceived sense of urgency your prospects will drag their feet. To compel your prospect to act immediately you must inject a feeling of “scarcity.”
Scarcity is felt when the supply of either time or product quantity is limited. For instance, placing a deadline on your offer makes your prospect feel as though they have to take advantage of your offer before they lose the opportunity. An example of this tactic could be rescinding a discount offer or a special additional bonus within a specified period of time.
Another tactic is to limit the quantity available so that people will feel the need to take advantage of your offer before your product runs out. It’s not unusual to see offers stating, “while supplies last”, or “only 50 available, first come, first serve.”
If you use scarcity tactics (and you should), make sure that you hold true and keep your word by rescinding the offer when you say you will. If not, you will lose credibility and the tactic will backfire on you.
Element #11 Simple to Respond
Most people buy on impulse rather than logic. If your prospect finds it difficult to take advantage of your offer during their moment of impulse, you will lose the sale. Make it easy to do business with you.
Many people communicate in different ways. Some like to call on the phone, others like to go to the Internet, and yet others will only fax you their order. It’s important to offer multiple ways to be contacted such as telephone, fax, website, cell phone, pager, or any other communication method.
Studies have shown that the vast majority of people take advantage of impulse buying using the telephone more than any other method. The same studies show that when you offer a toll-free number, response rates increase. Finally, if you offer a recorded message with a toll-free number in which people can hear a message and leave their contact information, response rates increase even more.
Using a graphic is the first step in a three-step system for getting your audience to read your ad. The first step is to attract your reader’s attention with an exciting graphic, step two is to pull them into your ad with a gripping headline, and the third step is to persuade them to take action with your copy.
A good graphic can attract the attention of your prospect and draw them in to your message. However, a common mistake advertisers make is to add graphics that overpower the copy, leaving little space to tell their story. Although a picture is worth a thousand words, it can also be interpreted a thousand different ways, sometimes causing confusion.
Graphics should draw attention and add to your message. Exciting graphics showing action are always an eye pleaser. Including someone in your graphic from the target market you’re trying to reach, actively using your product or service, is also a good choice that will add to your message.
Small businesses don’t have a lot of money to spend on advertising and; therefore, must hold their advertising dollars accountable. Without knowing what ads are pulling better than others, you could be wasting a lot of money.
To avoid this, you need to track the response rates of your ads. Instead of asking your customers where they heard about you, get definitive proof by implementing a process by which you can track your ads.
For instance, using a separate phone line or extension number for specific ads can help you determine the source of the inquiry. Another tactic may be to use a unique landing page on your website for different promotions. If you’re using lead generation by direct mail, tell the recipient that they need to bring the mailer in to take advantage of your offer.
If you are using radio or television as your primary medium, offer the audience a special report whether it is a paper report, audiocassette, or a video. This not only helps you track your response rate but give your prospect a good reason to respond.
November 16, 2009
Suzuki SX4
The 2009 Suzuki SX4 is a small five-door wagon or four-door sedan. Sporty and versatile it is available with front-wheel or Intelligent All-Wheel-Drive (I-AWD).
Available in Base, Technology, and Touring trims the SX4 is powered by a 143-hp 2.0-liter all-aluminum four-cylinder engine matched with a five-speed manual transmission (four-speed automatic is optional). Standard features include front, side-impact and side-curtain airbags, and four-wheel-disc anti-lock brakes. New for 2009 is a standard Electronic Stability Program and traction control. Technology and Touring models includes a navigation system. Also available is Bluetooth, automatic climate control, sport pedals, and heated outside mirrors. The front-wheel drive only sport sedan comes with 17-inch alloy wheels and upgraded shocks.
The 2009 Suzuki SX4 is mainly a carryover from 2008.
NHTSA Frontal Crash Test
NHTSA rates crash-tested vehicles by assigning them one to five stars, with five stars indicating the most injury protection and one star indicating the least protection.
POND'S
POND’S
Pond's has been synonymous with skin care in India since 194
The impressive track record of Pond's began when Theron T Pond, a pharmacist from Utica New York, introduced 'Pond's Golden Treasure' in 1846, a witch-hazel based wonder product. In 1914, Pond's Cold Cream and Vanishing Cream marked the brand's evolution to a beauty icon. In 1955 Pond's Extract Company merged with Chesebrough Manufacturing and in 1987 Unilever purchased Chesebrough-Pond's. By this time the Pond's brand had built up a powerful international presence.
From one man in a tiny home-made laboratory, to today's state of the art R&D facilities led from Bangkok, Mumbai, New York and Tokyo, the Pond's promise has remained the same across 58 countries - to deliver products that make a real difference to women's skin and the way they live their lives
November 15, 2009
New Ford Fiesta ZXI with Leather Interiors...
Nothing says luxury like leather does. Sink into the plush new leather interiors embellished with metallic accents of the Ford Fiesta ZXI, and you'll discover that no matter where the road leads, you'll always be surrounded by your own premium world.
New Features
Luxurious Leather interiors
Cubic Finish Centre & Floor console
Metallic Finish on trims
Tech spec complete
The 1.6 ZXI Duratec Petrol is loaded with a host of ingenious features, this model ensures that technology is used in every possible way to make your drive that much more exciting. ABS with EBD, Driver seat height adjust, programmable keyless entry with auto-relock, intelligent rear defogger, front map reading lights, rear reading lights, electric adjustable outside mirrors, glove box lamp are just a few of the features that you will find on this Fiesta.
Driving pleasure - Standard on every Ford Fiesta
Propelled by the proven Dura Technology, this machine is designed to deliver maximum thrust with minimal thirst. The Fiesta’s 1.6 litre Duratec engine with best in class acceleration will send you racing from 0-100 kmph in just 11.43 seconds. Engineered for Indian roads, the Fiesta combines exceptional driving comfort with high stability. Independent McPherson struts suspension cushions you from the harshest of roads, letting you enjoy what you will love the most- driving the Fiesta flat out.
The Fiesta ZXi with leather interiors is a special edition for a select few, get a feel of its rich interiors and you'll understand what it is like to be seated in the lap of luxury.
New Features
Luxurious Leather interiors
Cubic Finish Centre & Floor console
Metallic Finish on trims
Tech spec complete
The 1.6 ZXI Duratec Petrol is loaded with a host of ingenious features, this model ensures that technology is used in every possible way to make your drive that much more exciting. ABS with EBD, Driver seat height adjust, programmable keyless entry with auto-relock, intelligent rear defogger, front map reading lights, rear reading lights, electric adjustable outside mirrors, glove box lamp are just a few of the features that you will find on this Fiesta.
Driving pleasure - Standard on every Ford Fiesta
Propelled by the proven Dura Technology, this machine is designed to deliver maximum thrust with minimal thirst. The Fiesta’s 1.6 litre Duratec engine with best in class acceleration will send you racing from 0-100 kmph in just 11.43 seconds. Engineered for Indian roads, the Fiesta combines exceptional driving comfort with high stability. Independent McPherson struts suspension cushions you from the harshest of roads, letting you enjoy what you will love the most- driving the Fiesta flat out.
The Fiesta ZXi with leather interiors is a special edition for a select few, get a feel of its rich interiors and you'll understand what it is like to be seated in the lap of luxury.
November 13, 2009
Samsung seeks single agency for £23m advertising task
LONDON - Samsung Electronics is reviewing its £23m UK ad account, with the aim of consolidating its brand and product advertising work for 2010 into a single retained agency.
Marketing director Mikah Martin-Cruz is leading the review, which will involve Samsung's current agencies CHI & Partners, Beattie McGuinness Bungay (BMB) and Grey London. Samsung's relationship with its media agency, Starcom, will not be affected.
Samsung has long been expected to move its ad business into BMB following the agency's sale of a stake to Korean agency Cheil, last year. Samsung said it would continue to work with Cheil, which is part of the Samsung Group, alongside the appointed agency.
The electronics company's UK marketing campaigns are increasingly being used for its global product launches. Martin-Cruz added that he was pushing for a 'double-digit' increase in the brand's 2010 UK marketing budget.
Samsung's marketing strategy for the next year will focus on a repositioning based on the idea of 'possibilities', and include a fresh strapline.
The brand's recent ad campaigns have not featured an overarching tagline. To date, the company has held individual pitches for each of its global product launch campaigns.
Grey London developed the recent 'Impatience is a virtue' push for its Jet mobile phone, while CHI & Partners created the 'What colour is your life?' drive for the brand's Genio mobile. BMB has created campaigns for its Beat and Ultra Touch phones; Samsung is also running ads for its LED TVs.
Martin-Cruz said Samsung was looking to deliver 'consistent' brand messages across its product ranges, adding that he intended to appoint a new agency 'quickly', with the aim of rolling out the first ads in its fresh strategy in April 2010.
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