Monday, April 30, 2012
Brand Update : Thums Up wants you to live the thunder
This summer , the iconic brand in the Indian soft drinks industry has
made a significant change in its positioning. Thums Up, rightly said as
India's most resilient brand, is now running a campaign which marks a
significant change in its positioning.
Over the last few years, Thums Up has been promoted on the theme where
the protagonist ( celebrity) would do anything for his Thums Up. In all
the campaigns, the protagonist would do unbelievable stunts to get hold
of this Thums Up. The brand lived up to its reputation of being a Macho
drink was further reinforced by its powerful tagline " Taste the
Thunder".
This summer, the brand owners decided to change the winning formula. The
entire brand's communication platform has been changed. The protagonist
now does not chase Thums Up. But rather, he gets so excited after
having Thums Up that he begins to do the stunts. The brand although
retains the tagline " Taste The Thunder" now has another slogan " Aaj
Kuch Toofany Kartey Hain ".
It also seems that the brand has dropped Akshay Kumar as the brand
ambassador. The new ad features the Telugu super star - Mahesh Babu for
the all India campaign.
What is significant in the latest campaign is that the brand's
definition of context has changed. The protagonist now possess Thums Up
and now he is seeking excitement outside the brand . In my opinion, now
the brand is no longer the major focus or the goal in the plot. The
ultimate goal of the celebrity is now something other than the brand (
like shortcut /time saving etc) . This is a very significant change in
the brand's communication strategy and not a good idea. While the
earlier theme of chasing a Thums Up was unique, the idea of doing stunts
after consuming a soft-drink is an old idea. For example , Mountain
Dew's campaign of Daar Ke Aage Jeet Hain has the similar concept. I
don't understand why a brand like Thums Up chose to ditch its unique
communication platform and adapt a also-ran communication theme. Who got
bored with the old positioning ?
The only solace is that the brand still carries the iconic tagline " Taste the Thunder "
Amit Pratap Singh
PGDM 2nd sem
DLF to open Mall of India in Noida
DLF
will open Mall of India in Noida, Sector 18, spread in the total
built-up area of approx 27,07,575 sq.ft. and a gross leasable area of
16,00,000 sq.ft. To become operational by July 2013, it is touted as
India's first mall to offer six floors of shopping and entertainment.
According to Pushpa Bector, Mall Head and Head- Leasing and Marketing, Mall of India: “The Mall of India is a very prestigious project not just for DLF but also for India. We are positioning our mall as a microcosm of India, the way it is perceived globally – young, vibrant, progressive, deep rooted in our traditions, and yet very cosmopolitan and international. It is not just its huge size that will make it special, but also a whole range of brands and choices that it will offer to the customers. Apart from world class shopping, family entertainment, and dining, the visitors will also enjoy art and culture along with a plethora of other services which will make Mall of India a complete family and tourist destination.”
The mall will be maintained and operated by DLF, while both interior and exterior architecture is taken care by Benoy. TBD will look after landscaping, security, and parking management of the mall. The lighting will be provided by Lichtvision.
There will be 13 lifts and 68 elevators in the mall provided by Thyssen and three entry and exit points. The number of stores in the mall would approximately be 500 with 14 anchors stores. Mall of India will have a food court called “Eat Food Lounge” spread across 13,271 sq.ft. with a 1,000 seating capacity. It will also house a five-screen multiplex provided by DT Cinemas Premium, spread across 93,517 sq.ft. with a seating capacity of 1,000. There will be three-level basement parking facility and the mall is also planning to provide shuttle service providing pick and drop facility to its customers.
Talking about the location of the mall, Bector said: “Delhi is mostly saturated in terms of land availability for a project of this size. Hence moving to a satellite town, conveniently connected with the city was a natural choice. Our catchment area is huge because it starts not just from Noida and Greater Noida but also touches east along with affluent South Delhi. Noida Expressway and metro connectivity will make the accessibility easier."
The Mall of India is a 100 percent leased mall. In the words of Bector: “The methodology will be in sync with the latest international norms of leasing, offering a customer a holistic mix of value zones, the best of indigenous brands on an exclusive floor called the 'Indian Boulevard' and international brands across two floors named as 'International Chic’. Superior entertainment for kids, multifarious foodcourts and dining options, casual leasing of exciting carts and kiosks will complete the leasing cycle.” The leasing process will start in July, 2012.
The mall is said to be country’s first Gold Leed certified building, high on energy efficiency and will be positioned on the tourism map of India like its befitting counterparts - Mall of Dubai and Mall of America. The project expects a footfall of 80,000 on weekdays and 1,25,000 on weekends.
On the competition from the other huge malls in the same vicinity, Bector said: “The Mall of India owing to its well planned leasing and marketing strategy including customer sensitive services and other offering will not significantly get affected by other malls in the vicinity. However, we perceive this as healthy competition and will be glad to be a part of a large, wholesome shopping and entertainment destination which has a huge catchment and potential.”
-Prakash Yadav
PGDM 2nd sem
According to Pushpa Bector, Mall Head and Head- Leasing and Marketing, Mall of India: “The Mall of India is a very prestigious project not just for DLF but also for India. We are positioning our mall as a microcosm of India, the way it is perceived globally – young, vibrant, progressive, deep rooted in our traditions, and yet very cosmopolitan and international. It is not just its huge size that will make it special, but also a whole range of brands and choices that it will offer to the customers. Apart from world class shopping, family entertainment, and dining, the visitors will also enjoy art and culture along with a plethora of other services which will make Mall of India a complete family and tourist destination.”
The mall will be maintained and operated by DLF, while both interior and exterior architecture is taken care by Benoy. TBD will look after landscaping, security, and parking management of the mall. The lighting will be provided by Lichtvision.
There will be 13 lifts and 68 elevators in the mall provided by Thyssen and three entry and exit points. The number of stores in the mall would approximately be 500 with 14 anchors stores. Mall of India will have a food court called “Eat Food Lounge” spread across 13,271 sq.ft. with a 1,000 seating capacity. It will also house a five-screen multiplex provided by DT Cinemas Premium, spread across 93,517 sq.ft. with a seating capacity of 1,000. There will be three-level basement parking facility and the mall is also planning to provide shuttle service providing pick and drop facility to its customers.
Talking about the location of the mall, Bector said: “Delhi is mostly saturated in terms of land availability for a project of this size. Hence moving to a satellite town, conveniently connected with the city was a natural choice. Our catchment area is huge because it starts not just from Noida and Greater Noida but also touches east along with affluent South Delhi. Noida Expressway and metro connectivity will make the accessibility easier."
The Mall of India is a 100 percent leased mall. In the words of Bector: “The methodology will be in sync with the latest international norms of leasing, offering a customer a holistic mix of value zones, the best of indigenous brands on an exclusive floor called the 'Indian Boulevard' and international brands across two floors named as 'International Chic’. Superior entertainment for kids, multifarious foodcourts and dining options, casual leasing of exciting carts and kiosks will complete the leasing cycle.” The leasing process will start in July, 2012.
The mall is said to be country’s first Gold Leed certified building, high on energy efficiency and will be positioned on the tourism map of India like its befitting counterparts - Mall of Dubai and Mall of America. The project expects a footfall of 80,000 on weekdays and 1,25,000 on weekends.
On the competition from the other huge malls in the same vicinity, Bector said: “The Mall of India owing to its well planned leasing and marketing strategy including customer sensitive services and other offering will not significantly get affected by other malls in the vicinity. However, we perceive this as healthy competition and will be glad to be a part of a large, wholesome shopping and entertainment destination which has a huge catchment and potential.”
-Prakash Yadav
PGDM 2nd sem
Monday, April 23, 2012
Tata Motors is planning new marketing strategies to push Nano sales
The company aims to undo the 'Nano is a poor man's car' perception in the Indian market.
At
the 2012 Auto Expo, Tata Group chairman, Ratan Tata admitted that there
had been quite a few blunders in the way the Tata Nano was marketed and
distributed in the country. To make the necessary correction and to
boost the sales of the small car, the company is now gearing up to
introduce new marketing and distributing strategies in the Indian
market. The new strategy aims at reaching out to multiple segments of
target customers and to undo the perception that the Nano is a poor
man's car.
"Quite a lot of marketing activity is in place now -
reaching out to the target segments, network strategy, handling the
customers at the dealerships, tie-ups with various financiers." said Mr R
Ramakrishna, the company's vice-president. "Every single segment is
falling in place now." Ramakrishna added.
According to the company, a typical Nano buyer is
relatively scared to go to a full-fledged car showroom and therefore,
the company is setting up exclusive showrooms to sell Nano cars in
Tier-III and Tier-IV cities across the country. Apart from the existing
showrooms, Tata Motors has so far set up around 105 exclusive Nano
showrooms and 250 special kiosks. Altogether, the company now has around
750 sales points where the Nano is available.
Deepak kumar
2nd sem
Tuesday, April 17, 2012
about six sigma
“The quality performance” is the foundation stone of all types of industries. The growth of an industry depends on its performance quality. So checking out of the performance quality of an industry is something which is inevitable. “SIX SIGMA” – The statistical representation, is a process of quality measurement, which helps the organization in the improvement of their quality.
Six Sigma is a systematical process of “quality improvement through the disciplined data-analyzing approach, and by improving the organizational process by eliminating the defects or the obstacles which prevents the organizations to reach the perfection”.
Six sigma points out the total number of the defects that has come across in an organizational performance. Any type of defects, apart from the customer specification, is considered as the defect, according to Six Sigma. With the help of the statistical representation of the Six Sigma, it is easy to find out how a process is performing on quantitatively aspects. A Defect according to Six Sigma is nonconformity of the product or the service of an organization.
Since the fundamental aim of the Six Sigma is the application of the improvement on the specified process, through a measurement-based strategy, Six Sigma is considered as a registered service mark or the trade mark. Six Sigma has its own rules and methodologies to be applied. In order to achieve this service mark, the process should not produce defects more than 3.4. These numbers of defects are considered as “the rate of the defects in a process should not exceed beyond the rate 3.4 per million opportunities”. Through the Six Sigma calculation the number of defects can be calculated. For this there is a sigma calculator, which helps in the calculation.
manoranjan kumar
pgdm 2nd sem
ESPN Star Sports launches Event Management Group in India
After recently winning the bid for media rights of BCCI, ESPN Star
Sports has launched its on-ground division Event Management Group (EMG)
in India. The company further announced that PepsiCo India has signed on
EMG to manage its mega football league Pepsi T20 Football’s on-ground
events in India.
As a part of the deal, ESPN Star Sports is producing and showcasing the Pepsi T20 Football tournament in a special eight episode series. EMG is also managing the School Quiz 2012 where it has roped in HDFC Life as the title sponsor. While on-ground initiatives around the HDFC Life School Quiz 2012 have already started, the on-air telecast of the quiz begin on 01 June, 2012.
The Event Management Group (EMG) manages and promotes premier sporting events around Asia. EMG specialises in creating, managing, promoting, consulting, producing and syndicating leading sporting events such as the KIA X Games Asia, KL World 5s and Guinness 9-Ball Tour. With over 1000 events in 11 countries, all events organised by EMG, are broadcasted across Asia through the ESPN and Star Sports channels.
Speaking on the occasion, Sanjay Kailash, executive vice president, ESPN Software India said, “EMG offers an exciting business opportunity in the India market. We can bring our deep international experience into play; create tailor-made events and offer interesting and innovative marketing solutions using multiple platforms. I am sure corporates will see lot of value in what EMG has to offer.”
saket kumar
pgdm2ndsem.
pg/11/42
As a part of the deal, ESPN Star Sports is producing and showcasing the Pepsi T20 Football tournament in a special eight episode series. EMG is also managing the School Quiz 2012 where it has roped in HDFC Life as the title sponsor. While on-ground initiatives around the HDFC Life School Quiz 2012 have already started, the on-air telecast of the quiz begin on 01 June, 2012.
The Event Management Group (EMG) manages and promotes premier sporting events around Asia. EMG specialises in creating, managing, promoting, consulting, producing and syndicating leading sporting events such as the KIA X Games Asia, KL World 5s and Guinness 9-Ball Tour. With over 1000 events in 11 countries, all events organised by EMG, are broadcasted across Asia through the ESPN and Star Sports channels.
Speaking on the occasion, Sanjay Kailash, executive vice president, ESPN Software India said, “EMG offers an exciting business opportunity in the India market. We can bring our deep international experience into play; create tailor-made events and offer interesting and innovative marketing solutions using multiple platforms. I am sure corporates will see lot of value in what EMG has to offer.”
saket kumar
pgdm2ndsem.
pg/11/42
Subscribe to:
Posts (Atom)