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Sweet Equity! Popular marketing theory says brand building can help command a price premium. However Perfetti turns this theory on its head. The confectionary brand is today a 1,200 crore company, BE looks at their sweet journey so far
He runs a company that operates in an impulse purchase segment, at an almost unmanoeuvrable price point and is endlessly buffeted by the sword of high commodities prices. And yet, Sameer Suneja, MD of Perfetti Van Melle India (PVMI) sports a µHappydent¶ smile. Perfetti India has touched a 1,200 crore turnover, not an insignificant achievement given the segment. A Nielsen survey pegs the per capita consumption of sugar confectionery for every Indian at close to 200 grams per year, translating to about 50 pieces of candies and gums per Indian, per year. Compare this to traditional Indian sweets and the
number is likely to be significantly higher. So a country of a billion consuming 50 pieces of confectionaries like candies and gums may be small, but it presents both opportunities as well as challenges. And Suneja would like to see the glass as half full, rather than half empty. For he knows the battle to move beyond the 1,000 crore mark has just began. For now, Suneja is relishing the moment, almost like a child at a candy store. Around 16 years back, Perfetti entered a market characterised by strong regional players and a few national players. ³The sugar confectionary market then was of low quality and undifferentiated offerings. Our estimate of the size of the market then was around 300 crore and we were looking at not only acquiring marketshare but also expanding the market,´ he says. In the over 3,700 crore non-chocolate (confectionary) market in India, PVMI according to market estimates commands over 25 % with the rest divided between ITC, Parle, Wrigley and Cadbury among others. Expanding the market for Perfetti has been achieved by forging long lasting relationships. Be it agencies like McCann or Ogilvy or creating a distribution system customised for vendors, Suneja says it has helped establish the various brands in its portfolio. PVMI doesn¶t mind taking risks without losing sight of its target ² consumers. Today, with brands like Happydent, Centre Fresh, Mentos, Big Babol and Alpenliebe to name a few, Perfetti¶s marketing and advertising budget of 100 crore comprises of edgy communication not only on television (remember the Happydent commercial was touted as a a strong contender for the Grand Prix at the Cannes Lions in 2007?) but also virals like µDaddu ki
amanaat¶ for Perfetti Protex. In fact, to create a seamless bridge between in-house marketing team and external partners, PVMI has recently created a media manager role within the company. Prasoon Joshi, executive chairman, McCann Erickson India says, ³Not many clients have partnered us the way Perfetti has. At times we feel like suppliers to clients, but Perfetti has always made us feel that we are party to the brand¶s success.´ McCann handles advertising for Happydent, Alpenliebe, Chlor-mint and Big Babol among others. Joshi cites another example of the creative freedom, ³The Happydent photographer ad was one that I made on my own. The brief given was a different one, but I had a gut feel about the product, shot the ad and showed it to Sameer and he instantly liked it,´ says Joshi. The ability to take risks is attested to by Abhijit Avasthi, co-NCD, Ogilvy. Avasthi recollects an incident when AK Dhingra then the director, sales & marketing at PVMI brought a jar of candies and told us to eat them. ³And then make an ad. There is nothing like a written brief with them,´ says Avasthi. ³While their communication has been top-of-mind, it can only help when you have a good product and that is obviously something they have got right,´ says Pinakiranjan Mishra, partner and national leader, retail and consumer product practice, E&Y. This is a fact the Italian confectionary major identified long back. From the very beginning, Perfetti focused on localising its products to match Indian tastes ² a strategy followed by the company across the globe. ³Brands are localised not just for India but most countries that the company has operations in. It is of paramount importance to alter product recipe to appeal to the local consumer as it results in far greater acceptance.´ explains
Suneja. Besides localisation, PVMI house has also developed many brands specifically for the Indian market ± like liquid filled gums Center Fresh/Center Fruit, filled candies Alpenliebe Mangofilz/ Creamfils. In addition to this, some products were first launched in India and subsequently taken to other operating countries ± ³Creamfills launched in 2005 and Mangofillz are examples of the µBorn In India¶ phenomenon. There are a lot of flavors that are completely conceived and developed locally which may not exist in other parts of the world,´ says Suneja. The company has also done numerous innovations in distribution and packaging to gain share of wallet. While most FMCG companies cover retail outlets and service them once a week, to maximize SKU / brand placement and facilitate better rotation of money from paan/bidi oulets, PVMI services retail outlets at least thrice a week ± ³We have the largest distribution reach among FMCG companies in India´, claims Suneja. Their distribution model divides the entire brand range among three distributors ± called P1/P2/P3 and the same outlet is serviced by all three distributors every week, but with a different range of products. Apart from the distribution structure, brands are available in multiple flavours, packaging formats at different price points in pouch, small jar, bigger jar ² depending on the type of outlet, the retailer keeps the SKU. However market observers believe that distribution will be a challenge in the time to come for companies like Perfetti. The kirana, grocery store and even the local chemist shop space today commands a premium with FMCG, pharmaceutical and even food brands seeking the retail shelves. In such a scenario, an impulse item at a low price point may feel a space crunch inside the store, remark market
according to Nielsen. To that effect there is a lot of work underway to upgrade price points.000 crore turnover is a huge challenge but whether they can manage to hold on to the price points going forward remains to be seen. Competition. Rs 10 and the Rs 30 price point. In gums. is also trying to push the price points but have found the going difficult. Perfetti. Centre Fresh is the largest confectionary brand in India with sales close to Rs 240 crores and Centre Fruit is the fastest growing brand in sugar confectionary for the past two years. ³Perfetti is a fierce competitor and knows the confectionary business extremely well. Achieving Rs 1. remarks a market observer.observers. stick packs. So far in the confectionary category profitability has been dependant on increase in volumes.´ he says Perfetting distribution Gouri Shukla / Mumbai September 2. whether PVMI can change this by increasing the ticket size remains to be seen. ³In addition to this. They have launched a lot of brands together but I am not sure if each of them is doing well. already operates at the Re 1 price point and have recently launched Fili Folly which has been priced at Rs 10.´ he says. An industry observer makes an observation. 2003 . Another challenge for Perfetti is looking at upgrading Indian consumers to a price point higher than 50 paise and Re One. we have innovative formats like the blister. fliptop and the pocket bottle that are selling at the Rs 5. says Suneja.
900. Perfetti¶s distribution network has also increased substantially: it has over 2. . who distribute competing confectionery brands. Moreover.200-odd crore (13 lakh tonnes in volume) confectionery market. An outlet that stocks products of closest competitor Parry¶s buys only Rs 60150 worth. And it shows. is at least Rs 3-4 lakh more than what his peers make. compared with Parrys¶ 1. Even Cadbury¶s confectionary business is just Rs 100-odd crore (after the global acquisition of the Adams brand).700 distributors now. Consider these numbers. in the Rs 1. today it supplies stock worth over Rs 400 to the same outlet. He does business worth Rs 10 lakh every month which. compared to Rs 70-odd crore in 2000. Ever since Perfetti revamped its distribution strategy a year ago. when volumes are growing at a slow 3 per cent. the company has doubled its depth of distribution.850 and Joyco¶s 1. Gujarati is very enthusiastic about his work. He has reason to be. The Spanish Joyco has grown to Rs 200 crore from Rs 110 crore in 2000. while Parry¶s turnover. Previously the company sold stock worth Rs 150-200 to a small retailer per week. according to ORG-MARG ACNielsen retail audit 2003. he says. up from almost Rs 200 crore in 2000. The turnover figures also bear out Perfetti¶s success. Perfetti has put in a growth rate of 14 per cent. has fallen from Rs 106 crore to Rs 95 crore over the same period.The confectionery maker tasted sweet success after it realigned its network and selling strategies Paresh Gujarati is a distributor of Italian confectionery major Perfetti Van Melle in the western suburbs of Mumbai. At present. the company sells confectionery worth almost Rs 400 crore.
To build up its network. Perfetti India also faced a peculiar problem of alienation. increasing the depth of distribution was necessary. The company¶s initial years in India.´ recalls Ashok Dhingra. with candies priced at 25 paise and even lower. Perfetti entered the Indian market alone. finding its way through the distribution maze in India wasn¶t too easy for Perfetti. ³One of the most important learnings we had was that more than widening the reach. initially it followed the booking system of distribution (sales officials would make calls to outlets and supply according to the order received). Also. unlike its MNC counterparts like Wrigley. The biggest advantage they had was price. In comparison. sales and marketing.´ adds Dhingra. weren¶t too inspiring: unorganised confectionery manufacturers dominated with a market share of over 80 per cent. And then. from paan-bidi shops to kirana stores . director. which entered India piggybacking on Parry¶s distribution setup. after its global parent acquired Spanish confectionery major.³Perfetti managed to grow in spite of a slow market. From here. However. however. The latter already had soft chew brands like Fruit-tella and Marbels in the Indian market. By 2001. and Joyco which entered India as a 51:49 venture with Dabur Foods.´ shares a competitor. leave alone wanting to sign up. ³Distributors could not even pronounce the company¶s name. climbing up to 4 lakh outlets was an uphill task. after its entry in 1994 as a solo player. organised players were retailing theirs at upwards of 50 paise. ³We had no distribution system.´ says Dhingra. Perfetti Van Melle. solely because of the way it innovated on its distribution system. Van Melle. This insight was based on the diverse retail structure of the Indian market. Confectionery is sold everywhere. Perfetti got access to about 3 lakh outlets.
a salesman typically visited outlets only on weekly. The system met with a few problems. No retailer would want to buy the same brands twice a week. Fruit-tella and Happy Dent were planted in P2. The fact that some products in the Perfetti basket could pose competition to each other encouraged the company to take this step. during sales visits to the retailer. freshbreath chewing gums. Then. it gave the small store more opportunity to buy. the dual system called for a re-look at the brands. Cofitos and Alpenliebe original met the same retailer response because of perceived similar taste and textures. it divided its 11 brands into two groups ² P1 and P2. Chlormint. CenterShock. Consequently. distributors were also classified under both groups. the company risked alienation from distributors when it announced its realignment plans. However. as distributors point out. ³It was difficult to understand why the company wanted to take away some of the brands from me while the neighbouring . Says one distributor. both were non-sweet. Perfetti worked out a solution. ³We realised that if we doubled the sales call to each outlet with different set of products each time. And so it did. Non-conflicting brands like Alpenliebe original.´ explains Dhingra. the latter would naturally opt for one out of Centerfresh and Chlormint and almost never picked on both.and departmental stores. In 2002. Marbels. Mentos. Big Babol and Centerfresh were grouped under P1. Perfetti had 18-20 SKUs and that number hasn¶t changed significantly. For instance. Chlormint gum. which meant the company needed to give him different offerings at each sales call. This was because. Two years ago. For instance. For smaller stores the lack of space and finance meant they stocked confectionery worth only between Rs 150 and Rs 300 per week. based on location and the type of market.
the company added more distributors to its network. Hence. Similarly. This is because P2 has been assigned Van Melle brands and some slowermoving variants of Alpenliebe than their P1 counterparts. Perfetti offers distributors margins of 5 per cent against the market norm of 10 per cent. the company did not increase its distributor and retailer margins. As it was. which spends about Rs 7-odd crore on advertising. which may have eased the transition.distributor would be given the remaining brands. The funds that did not go toward trade margins were continually being spent on advertising. even as both distributors service the same number of outlets. To top it all. ³In a market like confectionery. How could Perfetti surge over competition with such low margins? It helped that after the acquisition of Van Melle. Asks another distributor: ³Which distributor would mind low margins if there . Perfetti managed to accomplish both the necessary factors. Says he. Even today. distribution costs being the same for both groups. the more important reason was that Perfetti had been investing highly in advertising and marketing of individual brands.´ A competitor points out that the P2 group of distributors is still under stress. Perfetti¶s ad spends (Rs 17 crore) are much above the rising confectionery players like Joyco. Gujarati claims that the money spent on creating consumer pull and launching well-differentiated products has worked to Perfetti¶s advantage better than upping trade margins would. Company officials say that it was a question of prioritising spends. P1 does almost double the business as P2. rather than high margins. Parrys Confectionery managing director N C Venugopal agrees with the thinking. However. product quality and consumer pull play a larger role in expanding distribution. retailer margins are among the lowest (15 per cent) against the standard 25-30 per cent.´ Even Perfetti distributors don¶t grumble.
the company offered unheard-of sales-linked incentives like a per cent hike in margins on higher sales or sell-one-getone free. The company encourages distributors to sell one product group during the first two-three days of the week. even the competition is sitting up and taking notice. which it created. the focus on fewer brands by distributors has seen volumes of individual brands go up in a market which has seen growth rates shrinking in the past two years. is on how not to do some things. Now. but market insiders are talking about how Cadbury has divided its distributors into two groups ² C1 (chocolates and Bournvita) and C2 (small price points confectionery). Centerfresh. Cadbury officials refuse to comment. currently dominates the category (now worth Rs 400 crore) with a 35 per cent share. And taking notes. almost three times that in 1995. by the look of it. Alpenliebe is at present a Rs 160 crore brand in the Rs 200 crore deposit candy category. though Joyco has segmented its product into two-three groups. says a market insider. . which was launched in a Rs 30 crore gum category. For instance. The category has grown to 12. it avoided placing them with separate distributor groups: a Joyco distributor sells all brands. Other competitors.was continuous demand for Perfetti products at retail stores?´ Also. The teething troubles over.000 tonnes. and the other during the rest of the week.´ Some of the lessons the competition is learning. Perfetti¶s regrouping is now paying off. For instance. are open in their praise: ³Perfetti¶s segmentation has ensured that jars atkirana stores aren¶t left half-empty for some days in the week. One. however. like Parrys¶ Venugopalan.
Joyco.As a result. ITC Foods acquired Minto from Delhi-based confectionery company Candico. it is now rolling out its 50-paise candy. after the global merger with Warner Lambert. Analysts attribute the growth of the confectionery business to players like Perfetti. Cadbury India too is looking at its confectionery business with renewed vigour. Anchor recently test marketed its eponymous deposit candy brand (priced at 50 paise). ITC and Anchor are vying for the candy pie. How Perfetti command price premium through brand building Preethi Chamikutty. Says an analyst. visits to retail outlets have doubled. And players are keenly drawing their own lessons from Perfetti¶s distribution strategy. In fact. So we don¶t have disgruntled distributors lining to resign due to loss of business.56am IST y y Tags: the Cannes| SKU . Jan 19. only time will tell. 2011. Joyco claims to have recorded a 25 per cent increase in business from each distributor. ³Perfetti has created excitement in the market.´ says Arun Hegde.´ So much so that HLL. . Candyman. How good a teacher Perfetti has been. In end-2002. managing director. 12. after HLL launched Max candy in 2001. ³There is hardly any disparity between the turnovers of distributors.
" he says. Perfetti entered a market characterised by strong regional players and a few national players. Perfetti India has touched a Rs 1. Our estimate of the size of the market then was around Rs 300 crore and we were looking at not only acquiring marketshare but also expanding the market. Compare this to traditional Indian sweets and the number is likely to be significantly higher. For he knows the battle to move beyond the Rs 1.He runs a company that operates in an impulse purchase segment. In the over Rs 3. almost like a child at a candy store. And Suneja would like to see the glass as half full. Sameer Suneja. So a country of a billion consuming 50 pieces of confectionaries like candies and gums may be small. per year. but it presents both opportunities as well as challenges. at an almost unmanoeuvrable price point and is endlessly buffeted by the sword of high commodities prices. Around 16 years back. PVMI according to market estimates commands over . For now. A Nielsen survey pegs the per capita consumption of sugar confectionery for every Indian at close to 200 grams per year.000 crore mark has just began. "The sugar confectionary market then was of low quality and undifferentiated offerings. translating to about 50 pieces of candies and gums per Indian.200 crore turnover. Suneja is relishing the moment. rather than half empty.700 crore non-chocolate (confectionary) market in India. not an insignificant achievement given the segment. And yet. MD of Perfetti Van Melle India (PVMI) sports a 'Happydent' smile.
Joshi cites another example of the creative freedom. Expanding the market for Perfetti has been achieved by forging long lasting relationships. McCann Erickson India says. Today. Parle. PVMI doesn't mind taking risks without losing sight of its target. executive chairman. but I had a gut feel about the product. shot the ad and showed it to Sameer and he instantly . consumers." McCann handles advertising for Happydent. "The Happydent photographer ad was one that I made on my own. PVMI has recently created a media manager role within the company. Prasoon Joshi. Big Babol and Alpenliebe to name a few. In fact. Centre Fresh. to create a seamless bridge between in-house marketing team and external partners. Mentos. "Not many clients have partnered us the way Perfetti has. Wrigley and Cadbury among others. At times we feel like suppliers to clients. Chlor-mint and Big Babol among others. Perfetti's marketing and advertising budget of Rs 100 crore comprises of edgy communication not only on television (remember the Happydent commercial was touted as a a strong contender for the Grand Prix at the Cannes Lions in 2007?) but also virals like 'Daddu ki amanaat' for Perfetti Protex. The brief given was a different one. Be it agencies like McCann or Ogilvy or creating a distribution system customised for vendors. Suneja says it has helped establish the various brands in its portfolio. Alpenliebe. but Perfetti has always made us feel that we are party to the brand's success.25% with the rest divided between ITC. with brands like Happydent.
It is of paramount importance to alter product recipe to appeal to the local consumer as it results in far greater acceptance." says Pinakiranjan Mishra. sales & marketing at PVMI brought a jar of candies and told us to eat them. Perfetti focused on localising its products to match Indian tastes.liked it. In addition to this. co-NCD. E&Y. The ability to take risks is attested to by Abhijit Avasthi. retail and consumer product practice. Avasthi recollects an incident when AK Dhingra then the director. "Creamfills launched in 2005 and Mangofillz are examples of the 'Born In India' phenomenon. partner and national leader. a strategy followed by the company across the globe. Besides localisation. "Brands are localised not just for India but most countries that the company has operations in. it can only help when you have a good product and that is obviously something they have got right. some products were first launched in India and subsequently taken to other operating countries." explains Suneja. "And then make an ad. PVMI house has also developed many brands specifically for the Indian market ± like liquid filled gums Center Fresh/Center Fruit. From the very beginning." says Avasthi. Ogilvy. There is nothing like a written brief with them." says Joshi. filled candies Alpenliebe Mangofilz/Creamfils. "While their communication has been top-of-mind. There are a lot of flavors that are completely conceived and developed locally which may not exist in other . This is a fact the Italian confectionary major identified long back.
pharmaceutical and even food brands seeking the retail shelves. grocery store and even the local chemist shop space today commands a premium with FMCG.parts of the world. to maximize SKU/brand placement and facilitate better rotation of money from paan/bidi oulets. Centre Fresh is the largest confectionary brand in India with sales ." says Suneja. called P1/P2/P3 and the same outlet is serviced by all three distributors every week. Their distribution model divides the entire brand range among three distributors. small jar. an impulse item at a low price point may feel a space crunch inside the store. However market observers believe that distribution will be a challenge in the time to come for companies like Perfetti. remark market observers. PVMI services retail outlets at least thrice a week ± "We have the largest distribution reach among FMCG companies in India". The kirana. the retailer keeps theSKU. bigger jar. Apart from the distribution structure. packaging formats at different price points in pouch. depending on the type of outlet. claims Suneja. The company has also done numerous innovations in distribution and packaging to gain share of wallet. In such a scenario. While most FMCG companies cover retail outlets and service them once a week. brands are available in multiple flavours. but with a different range of products.
whether PVMI can change this by increasing the ticket size remains to be seen. "In addition to this. In gums. according to Nielsen. Competition." he says. So far in the confectionary category profitability has been dependant on increase in volumes.000 crore turnover is a huge challenge but whether they can manage to hold on to the price points going forward remains to be seen. "Perfetti is a fierce competitor and knows the confectionary business extremely well. They have launched a lot of brands together but I am not sure if each of them is doing well. Perfetti. . To that effect there is a lot of work underway to upgrade price points. Another challenge for Perfetti is looking at upgrading Indian consumers to a price point higher than 50 paise and Re One. already operates at the Re 1 price point and have recently launched Fili Folly which has been priced at Rs 10. says Suneja. stick packs." he says.close to Rs 240 crores and Centre Fruitis the fastest growing brand in sugar confectionary for the past two years. Achieving Rs 1. Rs 10 and the Rs 30 price point. An industry observer makes an observation. remarks a market observer. fliptop and the pocket bottle that are selling at the Rs 5. we have innovative formats like the blister. is also trying to push the price points but have found the going difficult.
makers of market leading Fevicol adhesives. inventory monitoring and generation of sales reports. networks and eCommerce services company.Perfetti Van Melle ²India² and Pidilite Industries Choose Forum. distributors of these manufacturers would use Forum for their Sales. The projects for both organizations are commencing with limited pilot implementations targeting a few select supply chain partners. Sify expects to grow these projects to their full potential over a period of about 18 to 24 months. Jan 19. Sify's Unique Supply Chain Solution Business Wire. announced today that two of India's leading consumer product manufacturers Pidilite Industries Limited. and Perfetti Van Melle India Pvt Ltd (PVMIL) have selected Forum.Sify Limited (Nasdaq:SIFY). India -. Once implemented. India's premier Internet. 2005 y y y y 1 2 3 Next CHENNAI. goods receipts. . The scope of the project will be extended to cover their key distributors contributing to a large part of their national revenues by both organizations on successful completion of the pilot phase. Distribution and Inventory Management functions including billing. The pilot programs will help smoothen business-process and user-acceptance issues and will also help address configuration details that would be critical for long-term success of the projects. Sify's supply chain management solution for managing their distribution operations in India over the Internet. Distributors would be able to connect securely to the Internet for a short time at the end of each day to exchange information online with their principals.
user-friendly. seamless and online process. About Sify: .Forum is a unique supply chain solution that enables seamless connectivity with supply chain partners. --Makes supply chain partners more profitable with continuous replenishment mechanisms to help reduce inventories of supply chain partners. with its ability to work with legacy applications. a C&FA or a large organization with thousands of channel members. or Stock Transfer Notes could be delivered to depots online. It has a comprehensive sales and distribution management software to help make businesses more profitable. a distributor. For example. One of the large organizations who have adopted Forum for managing their supply chain is GlaxoSmithKline Consumer Healthcare for their operations in India. Distributors are using Forum to improve their businesses. for integration of supply chains with minimum disruption to pre-existing IT infrastructure. easy to use and cost-effective tool for managing retailing and distribution operations over the Internet. invoices can be delivered online to distributors. Retailers are using Forum as a complete business solution supporting bar-code enabled Points-Of-Sale (POS). and is a powerful. --Helps build a bridge for seamless connectivity between existing applications. Not only would details be delivered on time. Forum enables organizations. --Significantly improves process efficiency by enabling two-way communication between organizations and their distributors / depots. --Automatically collates stock and sales information from branch offices. the need to re-enter data on stock receipts is eliminated. cut their operations costs and make them more efficient. The pricing of Forum is flexible to suit the needs of even small businesses based on the configuration of the solution. Corporates are using Forum at their distribution points for integrating their supply chain. to integrate operations of their branches and to interact with their principals. both large and small to: --Reduce inventory and costs while significantly improving efficiencies in distribution management. distributors and retail outlets by means of a simple. re-ordering mechanisms and a whole range of other modern practices. All that is required is to connect over the Internet with a dial-up connection for a short time at day's end for exchange of critical information. So Forum can scale to the needs of a retailer.
A significant part of the Company's revenue is derived from Corporate Services. © 2006 Hewlett-Packard Development Company L. network and communications solutions. which include corporate connectivity.P. network management services and hosting. A host of blue chip customers use Sify's corporate service offerings. All names and products mentioned in this document are trademarks or registered trademarks of the respective owners. offering end-to-end solutions with a comprehensive range of products delivered over a common Internet backbone infrastructure.Sify is among the largest Internet.com www.hp. network and e-Commerce services companies in India. This Internet backbone reaches 73 cities in India. data center operations customer relationship management and eLearning services are accredited ISO 9001:2000. Consumer services include broadband home access. e-mail: Visit for more information heera. security. dial up connectivity and the iWay cyber cafe chain across 69 cities. To know more about HP's Adaptive Enterprise solutions.com Perfetti Van Melle India . The Company's network services.john@hp.
enhances SAP capabilities through HP Integrity servers Challenges Solutions Results Higher operational efficiency Productivity gains Reliability of systems and network infrastructure Availability of real-time information to users Improved process and functional efficiencies Greater Business Continuity Increased performance and systems availability Attain process efficiencies and integration HP Integrity rx4640 server for all SAP modules .
PVM India has established the largest distribution network among all confectionery companies in India. PVM leads the Indian sugar confectionery market and exports to other Asian countries as well.17 HP ProLiant ML350 servers for Intranet applications like MS Exchange. Over a period of time. Oracle DB etc. communication and distribution are wellacknowledged. SAN: HP's MSA1000 Mix of HP/IBM/Toshiba laptops HP/Compaq desktops HP Printers Perfetti Van Melle (PVM) India is a subsidiary of the global conglomerate Perfetti Van Melle. Its innovations not only in product categories but packaging. solution roadmap and overall .HP's partner-in-progress approach HP's global standing.
They have also helped us on the technical front by tackling issues quickly and addressing glitches. The HP team has been very ingenious and exceptional at recommending solutions to the Perfetti Van Melle IT team. They have been reasonable and proactive in giving intelligent solutions to meet our changing IT requirements. planning and implementing certain value-added services. if any. Avers Mr. immediately. we have also been able to understand how emerging technologies can better support our business. With the help of HP.project management expertise has been crucial in galvanising Perfetti Van Melle's IT infrastructure and helping it consolidate its business operations and performance metrics. Basant. Benefits palette Broad-based and performance . Their partnership approach has given the IT team more time for devoting/investing in visualising.
and through better process integration. there is a greater degree of operational flexibility. All the SAP applications are working very well for Perfetti. Concurs Mr.oriented In the current scenario. Maintenance costs have come down and since all SAP modules are concentrated on the HP Integrity rx4640 server. Gains in process efficiencies have brought about the expected quantitative benefits. overhead costs . The biggest all-round benefit is that there is hardly any downtime now and the reliability of the systems and network infrastructure has gone up considerably. Due to a more centralised control of IT operations. Basant. there is greater consolidation and centralised control of operations. There is a marked consistency in performance and efficiency of systems and network infrastructure. Perfetti Van Melle is able to get a near 360degree view of its supply chain dynamics.
Basant. Access to critical market intelligence and company-based activities which used to take more than a day for top management to access previously is now available almost instantaneously. Perfetti and HP will sketch out the DR solution jointly. Future plans Plans are on the anvil to go in for a comprehensive. This helps them to take informed and intelligent decisions quickly. We expect HP to be there at all stages for the continuous evolution of our IT infrastructure. Challenges: Attain process integration and bolster SAP performance Perfetti Van Melle (PVM) India. Adds Mr. We have plans to go in for an advanced SAN that can dynamically scale capacities without compromising on throughput. which had successfully .have come down resulting in greater savings. three-phased DR solution by the end of the year. Storage consolidation is also on the cards.
adapted its products to suit Indian tastes, was keen to maintain its leadership status in the burgeoning Indian confectioneries marketplace. It realised that the maximum flexibility that it was looking for to continue servicing the market with superior products could only come about through a greater integration of core processes. Clearly, total automation had become imperative in order to streamline disparate operations and get the best performance out of all the earmarked enterprise-wide SAP applications. Further, through higher levels of process and information optimisation, PVM was looking to leverage its competitive advantages even more. Says Mr. Basant Chaturvedi, Manager-IT, Perfetti Van Melle India, With the scale of distribution needed in the highly competitive confectioneries business, high levels of business continuity is a must. Information management and accessibility is highly efficient to
HP servers enhance the performance of SAP applications and provide a robust and reliable platform. Mr. Basant Chaturvedi - Manager, Information Technology. control all aspects of the distribution chain. We were looking to consolidate the flow of information at the corporate as well as the plants and branch offices in Chennai, Manesar, Mumbai, Delhi, Kolkata and Bangalore. Further, we had to bolster the performance of SAP modules which first went live in January 2003. All data related to sales, production, financial accounting, stock movement, purchases had to be made available almost in real-time to a large number of users in the organisation, wherever they may be. The chosen IT solution had to address the challenges of managing all these information assets and consolidate all the enterprise applications on a high-performance
platform. We homed in on proven technology player HP to address our core IT and business needs. HP PVM's technology partner of choice provides the solution Efficient running of mission-critical applications was the key, and while these had to be running on a highperformance, fast and reliable platform, Perfetti wanted to be in full control of all operational aspects and information assets. Elaborates Mr. Basant, HP has been the technology partner of choice for us. We were looking at consistent server performance at affordable prices and reliable data protection. All SAP modules are now consolidated on the HP Integrity rx4640 server and this provides greater and swifter accessibility to about 130 users of SAP applications at Perfetti Van Melle. The HP ProLiant servers are being used for various Intranet applications like MS Exchange, Oracle DB etc. Since HP is also our Facilities Management partner, various services related
to facilities management are in place too. Apart from putting the basic infrastructure in place, HP has also provided us the robust and reliable platform for our company's applications and processes. HP's partner-inprogress approach HP's global standing, solution roadmap and overall project management expertise has been crucial in galvanising Perfetti Van Melle's IT infrastructure and helping it consolidate its business operations and performance metrics. Avers Mr. Basant, The HP team has been very ingenious and exceptional at recommending solutions to the Perfetti Van Melle IT team. They have been reasonable and proactive in giving intelligent solutions to meet our changing IT requirements. They have also helped us on the technical front by tackling issues quickly and addressing glitches, if any, immediately. Their partnership approach has given the IT team more time for devoting/investing in visualising,
Benefits palette Broad-based and performance oriented In the current scenario. and through better process integration. The biggest all-round benefit is that there is hardly any downtime now and the reliability of the systems and network infrastructure has gone up considerably. Basant. . All the SAP applications are working very well for Perfetti. there is greater consolidation and centralised control of operations. Perfetti Van Melle is able to get a near 360degree view of its supply chain dynamics. Concurs Mr. we have also been able to understand how emerging technologies can better support our business. Maintenance costs have come down and since all SAP modules are concentrated on the HP Integrity rx4640 server. With the help of HP. there is a greater degree of operational flexibility.planning and implementing certain value-added services.
three-phased DR solution by the end of the year. Gains in process efficiencies have brought about the expected quantitative benefits. Adds Mr. Access to critical market intelligence and company-based activities which used to take more than a day for top management to access previously is now available almost instantaneously. Due to a more centralised control of IT operations. Perfetti and HP will sketch out the DR solution jointly. overhead costs have come down resulting in greater savings. This helps them to take informed and intelligent decisions quickly. Basant. We have plans to go in for an advanced SAN that can dynamically scale capacities without compromising on .There is a marked consistency in performance and efficiency of systems and network infrastructure. Future plans Plans are on the anvil to go in for a comprehensive. Storage consolidation is also on the cards.
Clearly. Further.throughput. Challenges: Attain process integration and bolster SAP performance Perfetti Van Melle (PVM) India. was keen to maintain its leadership status in the burgeoning Indian confectioneries marketplace. . through higher levels of process and information optimisation. PVM was looking to leverage its competitive advantages even more. We expect HP to be there at all stages for the continuous evolution of our IT infrastructure. total automation had become imperative in order to streamline disparate operations and get the best performance out of all the earmarked enterprise-wide SAP applications. which had successfully adapted its products to suit Indian tastes. It realised that the maximum flexibility that it was looking for to continue servicing the market with superior products could only come about through a greater integration of core processes.
control all aspects of the distribution chain. Manager-IT. we had to bolster the performance of SAP modules which first went live in January 2003. All data related to sales. Further. Mumbai. Kolkata and Bangalore. high levels of business continuity is a must. Delhi. financial accounting. Perfetti Van Melle India. Basant Chaturvedi . stock movement. Basant Chaturvedi. Information management and accessibility is highly efficient to HP servers enhance the performance of SAP applications and provide a robust and reliable platform. With the scale of distribution needed in the highly competitive confectioneries business. purchases had to be .Says Mr. Manesar. production. We were looking to consolidate the flow of information at the corporate as well as the plants and branch offices in Chennai. Information Technology.Manager. Mr.
Basant. wherever they may be. HP has been the technology partner of choice for us. We were looking at consistent server performance at affordable prices and reliable data protection. We homed in on proven technology player HP to address our core IT and business needs. All SAP modules are now consolidated on the HP Integrity rx4640 server and this provides . Elaborates Mr.made available almost in real-time to a large number of users in the organisation. fast and reliable platform. HP PVM's technology partner of choice provides the solution Efficient running of mission-critical applications was the key. The chosen IT solution had to address the challenges of managing all these information assets and consolidate all the enterprise applications on a high-performance platform. and while these had to be running on a highperformance. Perfetti wanted to be in full control of all operational aspects and information assets.
various services related to facilities management are in place too. HP has also provided us the robust and reliable platform for our company's applications and processes. All names and products mentioned in this document are trademarks or registered trademarks of the respective owners.com www. Oracle DB etc. e-mail: Visit for more information heera.P. Since HP is also our Facilities Management partner. The HP ProLiant servers are being used for various Intranet applications like MS Exchange. Apart from putting the basic infrastructure in place.com Perfetti Van Melle India enhances SAP capabilities . To know more about HP's Adaptive Enterprise solutions.greater and swifter accessibility to about 130 users of SAP applications at Perfetti Van Melle. © 2006 HewlettPackard Development Company L.hp.john@hp.
through HP Integrity servers Challenges Solutions Results Higher operational efficiency Productivity gains Reliability of systems and network infrastructure Availability of real-time information to users Improved process and functional efficiencies Greater Business Continuity Increased performance and systems availability Attain process efficiencies and integration HP Integrity rx4640 server for all SAP modules 17 HP ProLiant ML350 servers for .
SAN: HP's MSA1000 Mix of HP/IBM/Toshiba laptops HP/Compaq desktops HP Printers Perfetti Van Melle (PVM) India is a subsidiary of the global conglomerate Perfetti Van Melle. Over a period of time.Intranet applications like MS Exchange. . communication and distribution are wellacknowledged. Oracle DB etc. PVM India has established the largest distribution network among all confectionery companies in India. Its innovations not only in product categories but packaging. PVM leads the Indian sugar confectionery market and exports to other Asian countries as well.
. with Mentos Jumborolls and Chupa Chups Mega chups among the best-selling products.Focus Network Agencies for selected Asian markets. which has made it a top 10 confectionery supplier in most regions where it is active. . In 2009.Abbott Duty Free Confections for the US. East. Central and West Africa. PVM GTR achieved sales growth of almost +20%.Crossings International for the Horn. Perfetti van Melle Global Travel Retail has taken a big step forward in achieving global coverage for its leading sugar brands by extending its distribution network with several top confectionery distributors.Perfetti van Melle takes a big step towards global coverage Published: 22/03/10 Source: ©The Moodie Report By Mary Jane Pittilla. The focus is on the sugar brands Mentos and Chupa Chups. Brands Editor Print Email y y NETHERLANDS. . The confectionery supplier has signed distribution deals with three new business partners: .
" said the company."With results like this. These partnerships are. bound to lead to successful expansion of business for all parties involved. At Perfetti Van Melle GTR we truly believe in creating mutual success for all of our partners. without a doubt. ³We are proud that we have the opportunity to work with these fine companies. Brands Editor Print Email y y .´ it added Perfetti van Melle makes sales gains in Asia Published: 28/05/10 Source: ©The Moodie Report By Mary Jane Pittilla. we were ready to further professionalise our distribution network and by collaborating with these experts we have definitely made a large step forward in our goal of achieving true global coverage.
New to travel retail: The Chupa Chups Flower Bouquet floral gift presentation contains two Chupa Chups lollipops Himan Trading has opened up accounts with China Duty Free Group. this will change. "and in the Fiesta Mall we are located near the check-outs." stressed Heijmann. "FNA has a big retail network in Singapore and has also opened up accounts in major markets such as Korea and Taiwan." This year the company has already achieved a +49% upswing in total sales." he . "Long term. and Perfetti van Melle made its first shipments to the company in the first quarter of this year." Area Manager Global Travel Retail Wouter Heijmann told The Moodie Report at the TFWA Asia Pacific show earlier this month. with the new openings. Asia is the place to be. having been appointed distributor for China duty free. with the Asian market outstripping this growth at +62%. "Our real growth in Asia will come in the fourth quarter of this year or next year.NETHERLANDS. has reported sales gains in the Asia Pacific region following the appointment of two locally based distributors. "We're selling really well in Malaysia." Retail sales hotspots Malaysia and the Philippines are proving to be retail sales hotspots for the company's brands. "Less than 10% of our turnover is generated in Asia but. Perfetti van Melle." Heijmann added. the manufacturer of Chupa Chups and Mentos. excluding China. Focus Network Agencies (FNA) is responsible for distribution in the Asia Pacific region.
the company introduced its Chupa Chups Flower Bouquet floral gift presentation containing two Chupa Chups lollipops at the TFWA Asia Pacific show in Singapore. BlackBerrys' effects and counter-effects Vikas Kumar. Others could only sneak furtive glances at this unusual phone that .47am IST y y Tags: Smartphones| Google NEW DELHI: It has a fruity. swear at it. ET Bureau. Most corporate types these days swear by it. there quietly came a device that looked more inspired by the Palm than anything else.said. Others. It was the honchos who first got to flaunt their pricey BlackBerrys. No other gadget in recent times has evoked such extreme and passionate feelings as the BlackBerry. 2010. When all that the mobile phone could grow into was a clunky 'communicator' that the bosses carried to meetings. almost yummy ring to its name. In product news. It didn't quite fit your palm but was slimmer by mobile phone standards those days. The product has a card attached so the gift-giver can add a personal message. 06. Dec 27. well.
The US government. if the man was indeed holed up in a 'big deal' meeting. A far cry from the corporate status symbol it's become. you were given one by the company. sometimes you wondered. The adulation soon gave way to resentment²it was turning the boss into a 24x7 mean machine that shot off orders in the dead of the night or from some sunny locale in Europe. at 500. working out of a one-room tech startup in Waterloo. is said to . it has helped spawn a generation of what's commonly known as smartphones and the behaviours that go with them. You went ahead and bought one of these devices for yourself. That's 33 million of them worldwide.000 joining the ranks every hour. Why. In the decade since its formal launch in 1999.000 subscribers.did zippy emails and Internet on the go. with 2. yet curiously empowered. Its unique BlackBerry Messenger (BBM) service has everyone who's someone²from US President Barack Obama to movie stars in Hollywood and our own Bollywood²hooked and fiercely loyal. Canada. breed of 55 million BlackBerry subscribers who cannot imagine how mankind ever existed without it. most likely. Then you could stand it no more. the BlackBerry was created by 23-year-old Greek-Turkish college dropout named Mike Lazaridis. Well. You were now part of a hapless. the emails checking on what you were up to. simply wouldn't stop.
by way of conversation. the company that Lazaridis now runs with co-CEO Jim Balsillie. The BlackBerry officially came into India in October 2004. with an other-worldly glow on their faces (from the phone screen) staring fervently into the recesses below the boardroom table. And God forbid. have you heard of the BlackBerry prayer? Perhaps you have noticed it in office meetings: that spiritually charged moment when the work at hand seems inconsequential to the infinitely pressing matters that reside in your thumb-tips. if you try and tear away this harried soul from the BlackBerry trance. Slouched and gazing intently into its resplendent screen as if waiting for a missive from the heavens. Speaking of God. Though the country is said to account for barely 2% of RIM's customers worldwide. The results may not be very pleasant. Look carefully. Yes.be the biggest customer for Research in Motion (RIM). If you get a complex. the . it's hard to miss a BlackBerry owner in the corridors of India Inc. he/she will appear considerably busier than thou. These poor souls are in BlackBerry prayer²hunched over. that's precisely the idea.
"Individuals have to realise that they have to create their own work-life balance. For all its fancy allure." . "You expect every moment to be productive. Work spills into personal time and fears that it could drive people into unhealthy work habits are taking root in India as well. much like a drug. it's been labelled the 'Crackberry' for how it can drive its user to addictive levels of dependence. CEO of Accord Group India²an executive search firm²worries that keeping her BlackBerry on at all times takes away restful periods that her mind needs to get refreshed. Dr Samir Parikh. switches off his BlackBerry once he's home after work. "Time in the car used to be your time where you caught up on reading or took a nap." Sonal Agrawal. consultant psychiatrist and chief of the department of mental health and behavioural sciences at Max Healthcare. in fact taken it over some would say. he says. Not anymore. studies have shown that people begin to develop an obsession with their BlackBerrys sometimes ignoring their families and friends. No wonder. Extreme dependence on such gadgets not only increases psychological problems at work and home but also diminishes one's trust in oneself.'Swiss army knife' of smartphones has changed our lives. Globally." she says. critics of the BlackBerry (mostly the very bosses who started it all) worry that it is turning its owners into email zombies disconnected with real people around them.
" But what about the office? Enforce the no Blackberry rule." . People like Chatterjee who straddle both sides of the technology revolution. "People have lost their own understanding of life. he says. though. "We have a rule that all BlackBerrys need to be surrendered before starting a meeting. say workplace experts. Some parents are worried about the side-effects. "My son is a BBM addict. They are too busy chatting with someone far away to think of who or what's around them. Mumbai-based restaurateur Anjan Chatterjee who owns the Mainland China and Oh! Calcutta chains of restaurants. sense this is slowly killing the art of conversation among smartphone junkies. Earlier this year.Meanwhile. Chatterjee's made a start. But you should know that it can't sleep with you in your bed at night." He suggests compartmentalisation of one's time. a new BlackBerry generation is getting ready. "It's like having a dog you love. is one of them. The free BBM service is said to be a hit among children of wealthy parents. since its free unlimited use does not eat into their pocket money. RIM started targeting young non-corporate users who were being weaned by Apple's iPhone and others that ran Google's Android OS." he says.
Managing director Sameer Suneja says: "I've seen so many people becoming complete slaves to their phones. A few months ago. The past few years have seen the entry of companies like Kraft Foods .he says. but the market here is getting sweeter by the day. They visited schools and homes. became India's biggest chocolate confectionery maker. That's something one has to guard against. even as volumes as well as margins in the major markets in the rest of the have started dwindling. Laptops and mobiles are banned during meetings in Perfetti Van Melle's India headquarters as well. chatted with kids and their parents and tried to figure out future strategies for the Indian market. top global executives of American confectionery maker Hershey came calling to India. and Lotte which . which by virtue of a global buyout of Cadbury. Not without reason would top executives of an MNC take time out to meet consumers so deliberately. The world knows India has a sweet tooth.
This presents the biggest challenge to branding in this fragmented industry. many in the burgeoning rural market." says a Nestle spokesperson.300 crore market. The confectionary majors have now cracked the margin problem. professor at IIM -A. Pricing is another. The good news is that it is still an industry with a potential that is yet untapped. Wrigleys. Hence its an all out war to capture the urban and rural markets. with nearly 70 launches happening just last year. This is a Rs 2. a miniscule amount compared with average 11 kg consumption in the developed markets like Europe. The per capita consumption of confectionery in India is just 54 grams. which was pulling down profits." says Piyush Sinha. Companies that entered the Indian market a few years ago. There is huge competition in the semi-urban and rural areas. even with the competition from the traditional mithai. like Perfetti. where the local candy maker sells candies at as low prices as 10 paise to 25 paise. It's a big fight now.entered the market through an acquisition of Parry's. "We believe the only way to go is to grow. among others actually gave stupefying 40% margins . "In 90% of the cases it's not about the brand of chocolates or candies that the consumer would ask the retailer but a chocolate or candy.
" says Suneja.by being closer more of the time. the highest so far by any confectionery company. This year. especially in the rural areas. As per the Nielsen data. Perfetti has a 25% share of the confectionery market followed by Cadbury with 8%.to the retailers when they started off. .The key is to be more in tune with what the customer wants. The company spent close to a fifth of its turnover on advertising. The only way . This done." says Sameer Suneja. "This was essential to survive and compete in the Indian market. with three different products because we realized retailers operate on a daily working capital basis-and choose only fast-moving products. and ITC and Parle with 10% market share each. managing director of Perfetti Van Mille. is a direct result of a hike in ad spending which reinforced its brand. "Our salesman meets the local retailer three times a week. Perfetti's enhanced share this year. overcoming one key challenge. The company went into a head-on fight with small local players by having localized ideas and advertising taglines in local languages for all its brands. the margin they are offering is down to 12-15%. the companies are now firming up new sales strategies. according to Sinha. This made the brand recall easier.
Godrej Hershey's newly launched Maha Choco was promoted by MS Dhoni which ensures instant brand recall. according to the Nielsen survey. as high sugar prices means lesser margins. For example. Branding is important this year. the local manufacturers are feeling the heat. like Perfetti. Caramilk . Which leads to the biggies pricing their candies at the Re 1 point. And it is not just the American majors. Other players are emulating them now. it has 20% of the market share in the south to its own. but it's nothing less than a psychological barrier in the rural areas. beating its more fancied rivals. In just a decade. Lotte India and Nestle India this year are controlling more than half of the market. Cadbury India. who are gaining. Chocopie and Booproo Bubble Gum. and taking the fight to the local brands. The MNCs. Godrej Hershey. Even domestic manufacturers such as Parle and Ravalgaon are gradually losing out to multinationals.Some are getting local celebrities. As they understand the rural market better over time. Lacto King . Korean MNC Lotte has tasted success in the candy category with Coffee Bite . this is the year . This might be just 50 paisa for you. from the 50 paisa one. says Prof Sinha. And hence.
Challenges in the form of new brands are still coming up.of new products. FMCG cos tie up with barbers.31am IST y Tags: point of sales| . chews. Apr 5. and cracking the rural market to some extent. These are now priced at Rs 1-5 per unit. All of this year's launches have focused on pastilles. and retaining the customer. 01. dhabas as unique point of sales Ratna Bhushan. according to branding expert Harish Bijoor. Such additions allowed some of them to go a bit further by increasing the lowest price point for chocolate confectionery from Rs 2 to Rs 3. as less than 10% of these new brands survive beyond their first year. But the MNCs are hardly ruffled. or value-adds. ET Bureau. The biggies managed raising prices.with an extra dollop of cream. a mammoth number by any standards. 2010. times are sweet. to the tune of 70 a year. Clearly. and toffee-caramels. Perfetti re-launched its old favourite Alpenliebe in a new avatar .
devotees at Kumbh Mela. Godrej. Dabur. shampoos. And it's working. Many marketers have embraced this kind of direct group marketing to drive up demand. hair oils and beverages inch up. as prices of various grocery items have increased 3-5% since the Union Budget. PepsiCo and Perfetti Van Melle are chasing these unlikely customer groups to keep demand ticking at a time when prices of grocery items like soaps. which sets up massage parlours for Kanwariyas (devotees of Lord Shiva who walk 40-50 kilometers every day for a month to reach the Ganges on Maha Shivratri) on their routes during the Kanwariya season. particularly in Bihar. Kumbh Mela (to push its Amla hair oil) and beauty pageants (for ." says Mr Agarwal. Mumbai's dabbawallas." says Aditya Agarwal. "These are low-cost. group director of Emami. Himani Fast Relief pain reliever and Navratna hair oil are hot favourites in Bihar during the Kanwariya season. Dabur has tied up with dhabas (for its candies). what our (Himani) Fast Relief brand sells in one month is equivalent to its sales from the remaining 11 months. These parlours provide free massages to the Kanwariyas and retail the company products. Companies such as Emami. Huge opportunity for creating consumer awareness Low cost and out of the box. "In Bihar. effective ways to reach core target consumers. Godrej is tapping one-lakh barber shops to push shaving creams and hair colour. barbers of Meerut. highway dhaba owners and resident welfare associations.y Perfetti Van Melle NEW DELHI: FMCG marketers have found a new league of extraordinary consumers: Kanwariyas in Bihar.
Nashik and Ghaziabad now use Godrej shaving creams and hair dyes and accessories sporting its brand.000 barbers in towns like Meerut." says Dalip Sehgal. The company is now in the process of tapping another 50. the barbers are a great endorsement for us. for Rs 150 each and conducts workshops and seminars for them. and Perfetti Van Melle has tied up with Mumbai's dabbawallas to sample its Mangofillz candies." adds Mr Sehgal. "If we can physically reach half-a-million barber shops in this country with our products. Expert and Renew hair colours and Cinthol talc. PepsiCo has tapped resident welfare associations for Tropicana juices. . Dabur has set up camps called 'Champi Clinics' for its Amla hair oil at the Kumbh Mela now taking place in Haridwar. which include products and accessories. The company has also joined hands with 'Nukkad Natak' companies and puppeteers to spread the message of oral hygiene and with street-food outlets (dhabas) for its postmeal digestive candy Hajmola. which makes Godrej shaving cream. "More than points of sale. as its pilot project. It sells special kits to barbers. even if it doesn't result in heavy sales.Fem bleach). Such strategy. MD of Godrej Consumer Products. which ended in December last. we perhaps don't even need to advertise. Some 50. proved a success. gives huge opportunity for creating consumer awareness.000 barbers in tier-2 and tier-3 cities.
" says Sameer Suneja.000 street-food outlets across the country. . Mumbai is known as a big mango candy market. who are potential consumers.Ads by Google y y retail marketing strategiesMarket Research & Business Data for Restaurant & Retail Chainswww. Last month.in "There's a large. and it was the first time the company was tapping the fruit-based candy category. CEO of Perfetti Van Melle India. We would consider it again. attended by 5. "Through the dabbawalas.000 women.co. He said the company plans to cover over 1. untapped set of consumers we can reach out to through such exercises.com Colgate PalmoliveThe Brand Trusted By Millions. Provides Complete Health CareColgate." says Dabur CEO Sunil Duggal. who distribute two-lakh lunch boxes to the city's office-goers daily with clockwork precision. Dabur's Fem bleach brand also sponsored a beauty pageant in Punjab.chainstoreguide. Italian confectionery maker Perfetti Van Melle's Indian arm sampled two lakh Mangofillz candies with Mumbai's dabbawalas. "The sampling worked well for us.
24am IST y y Tags: Vinita Bali| Vikram Sakhuja If India's marketers had compasses on them last week they would've all pointed in one direction ± Mindshare Brand Equity Compass 2010. hasn't changed the rules. word of mouth.co. 06. Ads by Google y y Siemens answers:the world's toughest questions. (that's the word du'jour ). brand experience. It was an event where the who's who of India's marketing inc descended on Mumbai shores to participate and share.siemens. 2010. marketing in compressed consumer time." Mindshare Brand Equity Compass 2010 ET Bureau. that does not nullify the significance of building a strong talent pool rooted in solid basics.you know you are reaching a focused target audience.com/answers Colgate PalmoliveWorld Leader in Oral Care products Visit Now to Know more!Colgate. An order in which building consumption. innovation and ecosystem marketing have to be seen in a new light.www. Marketers. it has redefined the game. The future marketer will be an innovative and a strategic mind. However. And the day-long affair didn't fail to deliver. agree conventional tactics alone will not cut it anymore. of all ilk. Digital. The panel discussions were significant as marketers face a new world order. Feb 17.in .
Surely marketing 3. Ecosystem marketing is not something to be afraid of. FRIENDS. rather than just a brand manager. NEW AWESOME Awesome = being cool + presitigious + being fresh. The road ahead will mean balancing the short term quarterly pressures as well as keep the long term objectives in mind. but a possibility of new ways of doing business and the path to create a future of new alliance brands. All this and more was discussed thread bare at the event. others preferred to share via smart phones and blue tooth. live texting. mavens are informed disseminators and persuaders are ones who convince others to buy. While some took to the mike to throw some questions at the heavy weight panelists. COMPASS DICTIONARY Mindshare Brand Equity Compass 2010 provided an indepth perspective on the challenges marketers are likely to face in the future.He will have to think like a brand entrepreneur . BE brings you some of the trends and keywords which will find space in tomorrow's marketing strategies INDOVATION To export ideas from the east to the west. ENEMIES & FRENEMIES . FREEMIUM Free is the new premium. Indian innovation called Indovation is affecting the global marketing map. CONNECTORS.0 is a totally different space. MAVENS & PERSUADERS Connectors are ones who are connected to a big group.
FMCG firms shelve ACNielsen data Ratna Bhushan. CEO.In the market place there are friends and there are enemies. but there exist players who are both . INTEL SOUTH ASIA Ecosystem marketing constantly evolves. DIRECTOR. as consumers get bored fast Vinita Bali. MARKETING. Vikram Sakhuja. Quotes from some of the industry people: D Shivakumar. Creating affinity for the brand through all forms of media should happen. CEO. 2009. NOKIA INDIA Innovation has to be faster and in much quicker time.frenemies. therefore. ED. BRITANNIA It is important to think of the brand within its ecosystem ² distribution. ET Bureau. SOUTH ASIA If commercials are attractive. it can help customers buy. the works. let some things just be. PERFETTI VAN MELLE. But it's not easy to change mindsets and break dogmas. Brands have to adapt to all platforms. VP & MD. Nov 30. GROUP M. Sameer Suneja. Don't manage all conversations but surely listen to all. PEPSICO Today's marketer must think like a venture capitalist. Prakash Bagri. you must be ready for a long-term commitment. MARKETING. INDIA Don't try and harness all the energies of the people. network. MD. Punita Lal. 02.40am IST .
in Market Research in IndiaValue Priced Mkt Research Company Call +91 94480 92086www.com The Delhi-based company. So." said VS Sitaram. chief operating officer at Dabur.co. Ads by Google y y Colgate PalmoliveIndia's Most Trusted Brand For Oral Personal. & Home care. we have decided to discontinue subscribing to the data for some categories. considered the benchmark for market share data and category growth trends.NEW DELHI: The tension between ACNielsen and consumer product makers has reached a peak with Dabur discontinuing the service of the market researcher and confectionery firm Perfetti Van Melle saying it no longer regularly buys Nielsen data. Real juice and Hajmola candies among others. is discontinuing Nielsen services for hair oils. FMCG companies have been accusing Nielsen of "under reporting and non-factual data" since April . Our numbers in some key sectors like hair oils were consistently being under-reported. Visit Now!Colgate. fruit juices and candies.empulseresearch. which makes Vatika haircare products. "ACNielsen has been consistently getting the data wrong in certain segments.
ACNielsen shrugged off the development and defended its data. The head of a leading soaps and hair-care company. the Italian confectionery maker that dominates the category in India. "Nielsen data needs to be far more robust. 1 soap and Ezee liquid detergent. who did not wish to be quoted. and we only take snapshots of Nielsen data from time to time to validate industry trends. When contacted. "We are not very happy with the reliability with the data. "It is a common practice by our clients to rationalise costs. MD of Godrej Consumer Products. CEO of Perfetti Van Melle. If some clients are dropping subscription to retail measurement services data for a few categories. which makes Cinthol talc and soaps. even segment leaders are talking about delinking themselves from Nielsen. said his company is evaluating whether to continue with Nielsen data or not. Hindustan Unilever came out with a statement challenging the market researcher's data that had been showing a steady fall in HUL's market share across segments." said Sameer Suneja. and Godrej No. they are subscribing to other categories which have ." said Dalip Sehgal. Now.last when the largest player.
"Nielsen India undertakes rigorous steps to ensure robustness of data before it is released as official estimates. SOUTH ASIA.com/Bangalore 1Crore Life Cover . MEC ." he added. In the Joy Of Giving Week BE asks agency folks and brand owners on what they will give each other.Sulekha.44am IST Agencies and clients are mostly at odds. not down. JOSY PAUL CHAIRMAN.com/TermInsurance SHUBHA GEORGE COO. 2009.become more important to them.L I CGet 1Crore security @ Rs.818* pm & Save Your Family From Any Mishapwww. Sep 30.Newspapers Ads. Get Quotes from Ad AgencyYellowPages." said a company spokesman. BBDO I will give clients a hand sanitiser and a creative licence so that we can hold hands and enjoy the creative partnership Ads by Google y y Advertising AgenciesOutdoor Ads. 06. Give & Take ET Bureau. Radio Ads Etc.PolicyBazaar. He claimed that ACNielsen's overall subscription has only gone up.
I would like to give them the fees and bonuses that they want. I would like to gift a humongous LCD television and a DTH connection.NEW MARKETS. On the brand front. with just television ads RAJIV RAO NCD. MAX NEW YORK LIFE Agencies are always complaining of the fees they are paid. Message: "Relax. you are with JWT. CEO. JWT Gifts for my clients: Spa therapy vouchers. PERFETTI I would love to give our partners the backing to present even braver ideas than they normally do. Message: "What deadline?" Copies of Brand Equity 'Joy of giving' edition. so that they can see for themselves whether they can create the desired impact in that environment.For clients who are obsessed with TV advertising. ALOK BHARADWAJ SR VP. Message: "When's the agency evaluation?" SAMEER SUNEJA. OGILVY I want to give my client Kavita from Vodafone a holiday in Cuba ROHIT OHRI MANAGING PARTNER. . On this occasion . CANON INDIA We will give our agency more business and a commitment for the future ANISHA MOTWANI CMO ." Calmpose tablets.
Similarly. 2009. BISLERI We always keep demanding things from our agency. While beverages maker PepsiCo is seeking regulatory approval for using sugar substitutes and pushing sugar-free drinks. ET Bureau.I shall give them a sharp brief and space to do the work ANJANA GHOSH DIRECTOR ± BUSINESS DEVELOPMENT.22am IST NEW DELHI: Some of the country's largest food and beverages companies. Britannia. that and everything. Ads by Google . CocaCola and Dabur may import sugar. PepsiCo. ice-cream market leader Amul is considering a price hike. such as Coca-Cola. I would think of giving them a vacation to a place where they can relax their mind and rejuvenate themselves. We want our agencies mind to be always fresh and tickling with ideas Food cos draw up plans to get over sugar stock ban Ratna Bhushan. are taking steps to avoid a shortage of sugar after a government ban on stocking the commodity beyond 15 days' requirement comes into effect from September 12. this. while confectionery players Perfetti Van Melle and Wrigley prefer regrammage of products. 12. Amul. Aug 27. Nestlé and Cadbury.
it would have an impact on costs. but we have a lot of choices. which will impact cost structures and the industry's ability to hold prices. Global rival Coca-Cola is working closely with its Atlanta-based parent to deal with the situation.com On Saturday. "The price of sugar has gone up to unprecedented levels. Any sign of distress at these companies would send their US-based parent companies scrambling. as they are looking at Indian market to make up for slump in developed countries.healthsweet. but we have our global systems to help us deal with the situation.y y Organic Stevia SweetenerStevia Leaf Extract Sugar substitute. Most of the products made by these companies are either impulse purchase items or sell at particular price points. Test drive!www. The government has allowed import of sugar. are growing at a healthy 30-35% per annum in India. . which we are considering. PepsiCo and Coca-Cola. chairman and CEO of PepsiCo. "When prices escalate.com FMCG goods CarrierGrow your Business with Mahindra Genio Pick up." said Sanjeev Chadha. A skewed input strategy can upset the fragile cost structure of these companies. non-caloricwww. Two of the most visible players. "We urge the government to accelerate appropriate regulation to encourage usage of new internationally-approved sugar substitutes like Stevia. president and CEO of Coca-Cola." Mr Chadha added. The challenge is to manage the short-term fillip. Sugar prices have more than doubled over the past year to Rs 32 from Rs 15 a year ago. a government notification said bulk consumers whose monthly average consumption is over 10 quintals cannot stock more than 15 days' requirement for six months.MahindraGenio. making them extremely price sensitive." said Atul Singh.
However." said RS Sodhi. which makes Real juices among other products. vice-chairman of Dabur. but juice concentrate prices have come down. CEO of confectionery firm Perfetti Van Melle. "Confectionery cannot move away from 50 p and Re 1 price points because of coinage issues. have decided to increase prices by around 10% from September 1 Cannes ad jamboree: Tracking ad-folks & clients Nikita Rana. Mid-size biscuit companies. 2009. ET Bureau. said Sameer Suneja. Candy and gum makers find it tough to increase prices. For Dabur. Jul 1. it is the small players that will face a squeeze on operating margins. chief general manager at Amul. increasing prices of juices is not on the cards. 06. "So. which are members of Indian Biscuit Manufacturers Association (IBMA).12am IST ." Mr Suneja said. which is a real challenge. We are considering adjusting prices of ice-cream. we don't foresee a net impact on consumer prices of juices. Sugar prices are a concern. Perfetti Van Melle and rival Wrigley are reducing the grammage of their products to retain margins. baby foods and beverages." he said.Indigenous foods brand Amul doesn't have a global cushion and is looking at a straightforward price hike. "We buy on shorter cycles and directly from the sugar cooperatives in Gujarat. said Amit Burman.
the campaign was about generating a talking point on a subject that's not necessarily top-of-mind . Ads by Google y y OLX . while Nokia's response was unavailable at the time of going to press. "to shave or not" initiative that won its media agency Mediacom a gold and silver Media Lion. marketing manager. The look emerged as the preferred style and was associated with attributes like confidence." says Sumeet Narang. P&G . clients? As results filtered in from the south of France. we are not talking of scam ads) for their reactions.When ads win at Cannes. For Gillette. the debates on television and through online polls gave the 'cleanshaven look' the thumbsup.Free ClassifiedsJobs.olx. BE spoke to the ones who commission the ads (no. the Gillette Mach 3. success and being trustworthy. tons of adswww. He adds that facial hair and shaving is not something that is discussed often. cars.shavedoctor. were still in the process of finding out which innovation had bagged the metal. the focus almost-always is on the ad folks who create these ads.uk Some like Tata Motors. But what about those who put money behind the campaigns ² did someone say. From communicating Mach 3's ability to be gentle on the skin to conducting a popularity poll was a big leap. an .in No More Shaving RashShavedoctor Shaving products will erase your shaving rash and burn. "Men considered shaving to be a chore and the objective was to create a buzz around men's facial hair. flats & much more! 100% free of charge.www. that won a media Lion for its Nano campaign.co.
57am IST Today's battle-hardened marketing professionals were once wetbehind-the-ears trainees. Perfetti Van Melle says. women and top management people. Something like this adds to it. CEO. If things work for our consumers. that's an award in itself. So what does a win in Cannes really mean? Sameer Suneja. our product and its market share. "Our focus is on consumers. dumb as there has been virtually no communication . it was a result of a short brief executed perfectly. "Luckily for us the 'clean-shaven look' emerged as the winning look among masses. Feb 27. Armed with management degrees from . R Ramakrishnan. 04. Winning three bronze Outdoor Lions means that the 70-year-old brand has reinvented itself as contemporary. executive director. 2008. Candy maker Perfetti Van Melle had told agency Ogilvy India to make an ad for a sour product and the result was a series of stunning sketches (See: Cave Man). relevant and world class. Get trained to face real market TNN. Bajaj Electricals said the brief to the agency Leo Burnett was to create something that will become a topic for conversation in the exhaust fan category. silent and even if I may say so.opinion that's shared by men." For another winner of three silver Outdoor Lions." Let's roar for that." he says. "The category is nondescript .
set out on bicycles to sell 40 kilos of tea to 40 shops. Ads by Google y y Stocks Ready To SoarHot News Alert.otcstockexchange. there was a reconciliation problem and I ended up losing Rs 10.the best institutes.com Marketing Degrees OnlineMS in Marketing Online Course Top London School. Any mistakes in finance would be cut from my salary. In the end. BE presents a firsthand account of some of those lessons that have stood the test of time. which proved to be an enormous responsibility. We would wake up at 5:15 am. . Huge Profits 1000%+ Stock Near Explosive Breakout Pointwww. I was based in Ambur. He was clearly the best trainer in the company. and close the godown at 7:30 am.where they learnt some of their most important lessons in marketing. For me.000.uk/MSc-Marketing-Online Gopal Vittal. director . Then start again at 9 am.org. they stepped out into real India . Tamil Nadu. For the first three weeks. Apply Now!LSBF.marketing & communication Bharti Airtel I started as a management trainee for Brooke Bond. extremely passionate about his work. come back to the godown at 5 pm and count cash. I handled my own godown for five weeks. training under a 57-year-old man. After this. this experience was humbling and taught me the value of integrity.
meeting local distributors and understanding the business. During my travels alone. and the place I had to go to was flooded. VP . at Tanjavur. CEO Perfetti Van Melle I started as a management trainee with Colgate in Bhilai. All the Potters and Kotlers put together hadn't prepared me for this experience. as a large number of people had quit. As I was thrown into the deep end of the pool. The overall health of the territory was not nice. Once. I remember it was the rainy season.Accounting for it was a challenge. considering I was earning Rs 1. I realised what a tough job our salesmen had. this experience toughened me and made me realise how little I knew. The area was under a lot of pressure. After I explained that I was a student from Bangalore. Sameer Suneja.and so learnt a few words of Tamil in a week. I did a two-month stint with P&G's sales department.marketing Coca-Cola India While still a student. which offended them. they helped me out. Walking around in the heat from store to store. . and was made to visit southern markets.800 a month at the time! Venkatesh Kini. I sensed the language barrier . I was based in Chennai and travelled to smaller towns by bus and train. I asked a group of students the directions to the shop of a distributor in Hindi.
McCann Erickson's executive chairman Prasoon Joshi. so it's up to you to figure out how you sell toothbrush and toothpaste to local shopkeepers. Ogilvy & Mather's chairman Piyush Pandey and CEO Pratap Bose.We join the company thinking we will give them solutions to fix things. FCB . TNN. at Mahalaxmi Race Course. It was a great leveler. 2007. and with very little respite by way of a breeze. they want to see your ability to sell and convince the shopkeepers. advertising plans or new pack size suggestions. Lowe India's COO Pranesh Misra. In attendance were Leo Burnett's chairman & CEO Arvind Sharma and national creative director K V Sridhar. An MBA is a consultative application. fighting the rain. no one wants to hear your strategy. Lodestar Universal's CEO Shashi Sinha. executive director Fali Vakeel and national creative director R Balakrishnan. who want more margins United colours of Indian ad world Irshad Daftari & Sonali Krishna. but the reality is very different. sweltering. and a united one for that after the bitter factionalism that had marred most ad awards for the past year or so. Friday October 12. 03.09am IST MUMBAI: The Effie awards evening. But on the job. Also as a rule none of the supervisors who are with you will help you on the job. But such was the enthusiasm for the Ad Club of Bombay (ACB) organised awards for 'ad effectiveness' that the turf club turned into a virtual who's who of the Indian ad world. travelling 80 kms either in the front seat with the autowala or on the back of a truck. muggy. Oct 15. I was in tie and trousers. was a typical October evening in Mumbai ± hot. Bates David Enterprise's CEO Subhash Kamat.
it's 100% free: Apartments. to name a few. An elated Piyush Pandey." Bhaskar Das. Hindustan Unilever's media head Rahul Welde and Perfetti Van Melle's marketing head Sameer Suneja. while Lowe won the Grand Effie. turning up in black like they do for all award shows. Coleman & Co and president ACB.olx. jobs.Newspapers Ads. For the record. and that's what makes it meaningful for me. Lowe and O&M were clearly the two largest and noisiest contingents on view. A host of big advertisers were also there to perk up their ad agencies ±± Marico's consumer products CEO Saugata Gupta. chairman.com/Bangalore Back in the thick of things were the Ogilvy & Mather crew. Last year it was Lowe that won the agency of the year. What is heartening is that the Hutch Rang Shankara campaign.in Advertising AgenciesOutdoor Ads. Get Quotes from Ad AgencyYellowPages. O&M won the agency of the year. Vodafone Essar's director marketing Harit Nagpal. pointed out that this time round the Effies witnessed a 35% rise in participation.Ulka's executive director M G Parmeswaran. Moto Flip and the others were also the winners at the creative awards (Abbys). executive president. O&M. "The last four years. we've always done extremely well at the Effies. Ads by Google y y India free classifiedsBuy and sell. said. Bennett. cars. Mr Das also announced the formation of a shadow committee to the ad club executive . Radio Ads Etc. anything!www. but there was little else in terms of raucous and noisy crowds that are normally associated with ACB's creative awards in the Abbys.Sulekha. Rediffusion DY&R's president Mahesh Chauhan and chief creative officer Sagar Mahabaleshwarkar.
the one where the kid galvanises his friends to come out and clean up a filthy street. Indian agencies like Lowe. . we have decided to incorporate something called the 'Young Turks' committee that will mind the intellectual and cognitive space. and there was a global standard procedure followed for the Effies. Coca-Cola. which would act as a link to the youth and the future. Mentos. what's interesting is the sheer number of ads being aired in regional markets that have their origins in India. However. which is why. Compaq and Afghan Telecom." Pranesh Misra.yes. Lifebuoy. Though. ads conceived for India have been adapted to other Asian markets. COO of Lowe India and the chairman of the Effie committee. Sunsilk. And these aren't limited to mere adaptations.committee. For quite a while now. Just about everybody in India has seen and liked the 'Little Gandhi' commercial that Lowe created for Lifebuoy soap two years ago . It's a commercial that television audiences in Pakistan and Vietnam have also seen and probably admired. in those countries. explained that the Effies reward effectiveness. to use Lowe's nomenclature for the film. "We have realised that the Ad Club committee is not the future of the advertising world. It isn't even the first. Motorola. DTC. O&M. JWT. McCann and Leo Burnett are increasingly conceiving and executing television commercials exclusively tailored for broadcast outside India. for that matter. the role model is perhaps known as 'Little Jinnah' or 'Little Ho Chi Minh'. Golia. 'Little Gandhi' isn't the lone Indian ad to have found fame and form beyond the nation's borders. for brands as diverse as Omo.
they end up coordinating work for different regions. they choose not to waste time in duplicating processes by eliminating competing activity on the same brand across offices. And there's recognition that the calibre of creative talent in India is high. "Because it worked in India. too. For some of the brands we work on. explains. Agnello Dias. Lowe India."There is recognition that Asian consumers are different from their western counterparts and need to be spoken to differently. For instance. so it spearheads all advertising initiatives for these brands in countries like Thailand." Pranesh Misra. As clients adopt a regionalised structure. and we take the leadership for creative. "We have people from Latin America reporting into JWT India on a regular basis through conference calls. Lowe India shoulders the creative responsibilities for Unilever's Lifebuoy." says Misra." says Misra. president & COO. the 'Koi dar nahin' idea for Lifebuoy which spawned 'Little Gandhi' was in response to a pan-region brief . For example. points out that as Indian agencies gain stature. planning and account management." he says. regional ads are no longer one-off assignments but full-time projects. the recent 'Traffic fight' idea for . JWT. "The briefs come to us automatically. On the other hand. Vietnam. tend to have pan-region requirements. The fact that India has become a regional advertising hub for quite a few multinational clients has spurred this trend. Briefs. joint NCD.it's just that the idea was conceived for India first. Clinic Plus and Surf for the region. and this talent's ability to catch local and diverse cultural nuances has been proven. it acted as an impetus for the region. Malaysia and Pakistan. says Misra. and then rolled out into other markets.
Dias cites the example of the 'Elvis' idea for detergent brand Omo in Thailand. for instance. but adds that clients also know Indian agencies can deliver on quality. "I don't think we can do an execution like a Sony Bravia 'Paint'. so the creative idea was built around Elvis Presley look-alike contests. we had a series of discussions with the client to gauge the mood in Afghanistan. That's how we came up with the idea about putting the past behind and talking about the better things in life.JWT. cites the work his team did for Afghan Telecom as another example. made a couple of films for DTC that didn't have any product window or brand logo. However. and was shot and aired almost simultaneously across the region. though quality is important. western music and rock are big in Thailand. which made for easy distribution anywhere in the world. Perfetti Van Melle is one MNC that has commissioned quite a lot . it's not as if all the regional work done by Indian agencies answers a regional brief." Emmanuel Upputuru." he says. but was turning the page. "Unlike in India." says Dias. But we work closely with planners and creatives from individual countries.and locationneutral films' that can run anywhere . but we connect with the masses. O&M.Surf Excel was a single project. senior creative director." he says. "After we won the pitch. "They might have seen it as a value proposition. The country had a tough time with wars. It's an idea we created in India. "The idea was 'bring back old whites to life'." At times. Indian agencies end up creating 'time. Upputuru agrees that economics may well be a big factor.
says Suneja. we've got an advertiser. one who's been instrumental in helping Indian advertising win a Film Lion at Cannes this year. this new score . to assess the relative merits and demerits of some of the fare that's currently on air. signs the bills and ultimately has onus of selling the product to the consumer. If the 'Hamara Bajaj' jingle made one's heart warm and mushy about our diversity. Indian agencies are able to produce work much faster as the gestation period from conceptualisation to execution is much lower than in other markets." he says. Sameer Suneja. it adds up to a handsome sum for the agencies as well. t's one thing evaluating advertising as a communications professional. namely.marketing. as the amount negotiated is paid in dollars or euros. Perfetti. the client. Bajaj Brilliantly executed! It contemporarises one of the most famous jingles of the past 30 years. head . "It also works for the creatives as certain ideas that cannot be executed for Indian audiences may end up working in other markets. reveals that while the arrangement works out to be highly cost-effective for Perfetti. O&M and McCann.of work from its Indian agencies. It's quite another seeing it from the point of view of the person who issues the brief. So this time around. Another advantage: on an average.
The 'Dr Vicks' character seem forced here. from the usual regressive detergent advertising. a bit too verbose. It's a done-todeath route with a consumer suffering from a common cold unable to do his chores properly. Wonder if a new execution is really noticed by the consumer or if just a product window would work almost as hard. A welcome step forward. great special effects. Have the wonder drug and you are back to your best. However. with a great voiceover. Sticks in your head. Hutch Visually captivating. Another nice commercial on a brand which does consistently good work. Ariel Yet another problem-solution commercial that attempts to leverage the new generation. Keeps the surprise of the message till the very end. progressive woman mindset. fantastically art directed. wherein a woman's sense of pride and fulfillment in life only . entrepreneurial. Well shot. the last shot with the bike emerging from the water with the headlights on seems like overkill. Vicks Classical and boring problem-solution advertising.almost celebrates India coming into its own and being proud about it. though. fantastic lyrics and score. but devoting time for giving tips on taking steam and having a hot beverage is commendable. though. Tepid execution. first thing that I would drop in an edit.
Polo . Good effects and a peppy score. Final message delivery does not pack as strong a punch as the setup. a reasonably good attempt in an otherwise jaded advertising category. TVS Apache Full marks for attempting a different and intelligent storyline. Crisper edit could have worked as a couple of characters get a trifle irritating. Overall.comes from her husband wearing a clean shirt to work. especially the main one of Anti Theft Mobile Tracker (whichever way that is supposed to work). and has a good wacky casting. Anchor CFL The ad has an interesting buildup which holds your attention. The previous commercial for the brand was perhaps a tad better. The casting and overall execution could have been sharper and better looking. This ad needs to be robbed of a few things for it to really work. LG Mobile Bullet Over-caricaturised and attempts to highlight too many features without being able to do justice to any. leaves you with a slightly mixed feeling in the end. Therefore. Am not sure how many consumers would have really got the various product messages that were attempted.
A voiceover that just does not end .a quarterly service which uses the day-after-recall (DAR) method. after running for almost 15 years. RAM will compete with Indian Listenership Track (ILT) from MRUC . or 'Kal par control' as the parting shot? A very forced attempt to draw a parallel between cricket and an insurance plan. Could have spent a bit more time reassuring viewers about the brand since it appears as a new launch in a high-involvement category. Aviva Colour-coded from the word go. Father-son setting is quite nice. funny settings backed with an apt soundtrack. Wonder if the central thought of 'The mint with the hole' is jaded for the consumer.Good execution. Tendulkar does look fresh and relaxed.one tends to get lost halfway wondering where this one is heading. The film maintains a good balance and is not over-the-top mushy. Is the final message 'Khul kar jiyo' as the VO says innumerable times. Fullerton India Tries to tug at the heart strings of the Indian masses. as every frame has multiple yellow shots. . which is a nice change. MUMBAI: While IOS will be the first measurement initiative in the out-of-home (OOH) space. Entertaining to watch.
NRS captures only weekly listenership data. considering that with phase II of FM Radio licensing. which doesn't distinguish between someone listening to radio one day and listening all seven days. In the absence of independent measurement systems.The need for measurement of the two media becomes critical. As different research agencies use proprietary tools to evaluate the media. OOH advertising in set to grow at 17% CAGR from its current size of Rs 10 billion to Rs 21. Perfetti Van Melle India: "Radio and outdoor can grow only if the advertiser feels comfortable about their efficacy. forcing media owners to invest in independent research. According to Kaushik Ghosh.marketing. media agencies and advertisers often turned to surrogate . prior to ILT.7 FM." says Tarun Katial. Says Sameer Suneja. "Continuous measurement coupled with recency of the data will help advertisers as well as broadcasters take corrective steps on a continuous basis.measurements like NRS and IRS.000 crore in 2006. a 2007 Madison Media study shows that although outdoor spends touched Rs 1. And according to PwC. COO. Also NRS-IRS results come in once in six months.3%. However.5 billion by 2010. For example. the number of FM stations is set to touch 266 by end-2007. media owners have often invested in their own research to compare themselves to the competition. senior VP .marketing. as a percentage it was lower (6. Measurement tools will give confidence to the advertiser. but the industry is in agreement that this is a less than ideal option. head . BIG 92.9%) than the 2005 figure of 7. which will bolster category growth.but flawed . Radio Mirchi." Few understand this better than media owners themselves. the CPRP and return on investment (ROI) may differ .
from research to research. COO. According to LV Krishnan. "This leads to gut-feel and relationship-based buying. Lack of measurement in outdoor poses problems pertaining to reach. The resultant effect has been far reaching. niggling issues still need to be ironed out. advertising on C&S channels multiplied. Also. Also. demand and price for better sites would go up while that for poorer sites will see a drop. Sam Balsara. with an influx of traders.500 crore to Rs 6. adds that with measurement. But once measurement was in place. CMD. MRUC should concentrate on the four major Indian cities as they contribute to the bulk of the outdoor ad pie. from 1991 to 1993 quite a few C&S channels went on air but very few made money. . Clear Channel Communications. increased fragmentation and lack of synergies. and advertising revenues went up from Rs 1. there is no basis to evaluate sites at the same location as factors such as line of sight and angle of vision haven't been measured. impact and ROI." says Adille J Sumariwalla. TAM India.500 crore in slightly over a decade. and media owners are forced to cut prices." says Farid Kureshi. CEO. the terrestrial-to-satellite ad ratio shifted from 85:15 to 16:84. Balsara thinks it's too early to comment on the efficacy of IOS tool and feels media planners and advertisers will wait and watch. Times OOH. no sanctity of rates. confusing marketers even more and pushing down the media owners' credibility. The upside of measurement is evident in the satellite TV boom. Madison Communications (which owns outdoor division MOMS). But in his opinion. "This has led to potential advertisers shying away or allocating frugal spends. CMD. While everyone welcomes measurability in radio and outdoor.
MRUC. she says.technical committee. MRUC is currently looking into every parameter. D and E) may not be able to fill up the diary properly. However. and hence parameters that determine visibility for site overseas cannot be adopted in toto. with the higher SECs. With radio measurement. It's too early to say whether these tools can meet expectations. Mehta points out that the nature of the roads in Mumbai and Chennai are very different. Yet. the tools will be by and large acceptable.He also thinks aspects like proper listing and grading of all sites need to be tackled. but in India neither is the case. Industry sources also feel that a clearer picture will emerge after the results of the study commissioned by MRUC to test which method is better for radio . Roda Mehta. . Krishnan brushes aside such concerns saying that RAM has a team of Quality Control panel experts who supervise the panel respondents for quality data. industry sources feel that the main drawback of ILT is that it is not panel-based. says that in developed markets. while those in the lower SECs (C. there is a reluctance to participate in surveys because of a lack of time. Outdoor media placements are haphazard and structures come up on pavements and roads unilaterally. yet a common measurement system is required. the respondent is not the same for each data collection cycle. chairperson . formats are standardised and urban environs are regulated. but Welde thinks that as long as the data is scientifically validated with rigorous quality control mechanisms and the lowest degree of manual intervention. For example. that is. the diary method is likely to run into several problems as well.Day After Recall or the diary method is out by end-July.
head. While Ghosh of Mirchi thinks measurement can dispel some biases that creep into media investments. Balsara says that "only data can convert non-believers into believers". In this act. anybody under the age of 14 will not be permitted to work in any occupation that harms the physical. everyone acknowledges that measurement cannot be treated as gospel. These ads affect a child's mental and . "Advertisers have to look at trends rather than absolute numbers. For instance. Even as measurement of specific media gains currency. mental and moral health of the child. Tina Singh. ICICI Bank. ITC's Rajgopal thinks current media research data is too siloed and single source data that gauges the kind of composite media behaviour of a consumer at a particular point in time is the need of the hour. there's a demand for a single-point measurement system across media. more marketers would jump in. adds that every marketer instinctively knows that outdoor lends good visibility in focus markets. corporate brand group." says Perfetti's Suneja. "It's time tools that measure multimedia usage are developed." he says. Now it does not take too much imagination to make the link between provisions of this law and the reasons for opposing child-targeted commercials.Ultimately though. and also serves as a great reminder medium at low cost. "If this qualitative appreciation of the media can be supported by quantitative data. The Child Labour Act of 1948 provides a comprehensive rationale for opposing advertisements aimed at children." she says.
which is driven from within. commercials satiate and exhaust a child's mental facility. it is all a question of signs for them.StudyPlaces. Why . In this sense. This is why. easily lose touch with reality and become dissatisfied with their immediate circumstances. anything!www. therefore.olx. they are blessed with greater imagination and wonder than the average adult. Overt advertisements are relatively easy to identify but the covert ones are equally mischievous. cars. They can. Ads by Google y y India free classifiedsBuy and sell. As children are not fully aware of the distinction of utility and brand name.in LSAT Registration FormApply for Law School Admission Test 2011 Batch. This retards their innate capacity for innovative imagination.moral health and these may have delayed physical implications too. Children cannot clearly distinguish between fact and fiction. it's 100% free: Apartments.com/LSAT-2011 The mental and moral health of the child is precious in the Indian law and in the UN charter as well. Get Free Counselling!www. then that person would be in all likelihood certified and remanded to a correctional home. If this were a problem with an adult. There are overt and covert ways of selling to kids and they all need to be put under a scanner. jobs. This surely amounts to adversely affecting the mental health of a child. It is this aspect of a child's wellbeing that is undermined by advertisements that hype children to buy this or that product. children become the ultimate consumers. Instead of training this cherished trait in areas that are really rewarding. The essential worthiness or lack of it is lost sight of.
according to sources. Neo Sports CEO Shashi Kalathil said: "We see the signing of Perfetti as a significant market expansion activity outside the sectors that have traditionally invested large amounts in a sustained fashion on cricket. The grown-up members have a clearer idea of what is possible and what is not. and what is affordable and what is simply not worth the money. The all-cricket TV sports channel has roped in confectionery company Perfetti Van Melle as its first anchor broadcast sponsor for BCCI cricket to be played in the country till 2010. The value that Perfetti . and if you look closely. Confirming the deal. is Rs 100 crore that allows Perfetti 350-400 30-second spots over the term. of what is real and unreal. The deal size. this has an effect on the moral health as well. As children can easily become the ultimate consumers.then should we assume than children can be unaffected on a longterm basis by these advertisements? This instance is another case when a child's mental health is assaulted. If there is a growing tendency of juvenile delinquency. This is yet another instance of how advertisements can have a negative effect on both the mental and moral health of the child. Most children find these distinctions difficult to comprehend and advertisements complicate the situations further. then advertisers must surely take part of the responsibility for the outcome MUMBAI: It's a perfect cover drive. Neo Sports has opened its innings with the first deal attempted at blocking advertisers over long term. advertisements specifically designed for them also create tensions within the family.
25 crores. however. 1. and the partnership will help us take a long-term stake in what is possibly the most effective media vehicle in the country: international cricket played by India at home. It took foresight and understanding to break the rules.com/Sarkone Mr Kalathil also acknowledged the contribution of media agency Maxus in shepherding the unprecedented media deal to conclusion." Ads by Google y y Start with FOODPOISInvest in Asia's Food Industry Korea Gov't Provide All SupportFoodpolis. This. Perfetti head (marketing) Sameer Suneja said: "Cricket has always been a strategic investment for us.saw in our anchor construct went a long way in their coming on board." However. The company is looking at freezing for anchor partners across two single-sector companies and two multi-sector or corporate entities. . and the size of the deal is tipped to be over Rs 200 crore. is simply not the anchor construct ² which is less deal-based and more value-enhancing. Book Now!Arthaproperty.kr Exclusive Villas in HydPerfect Weekend Getaway Starting Rs. The other client also in discussion with Neo Sports was Procter & Gamble." It is also learnt that Hero Honda and Hutch are in the last leg of discussions with Neo Sports for a long-term deal. "Media agencies have traditionally tended to bulk-discount big buys. both Perfetti and Mr Kalathil refused to divulge or confirm the deal amount. we hope to build creative brand associations and properties in cricket on a sustained basis. who was assessing cricket as a media investment option to look beyond female-skewed audience. With the tieup. with the addition of Gillette in its portfolio. He added.
The plan is to look at hedging some of the risk and monetising as much as soon as possible. The deal will allow the four sponsors a total of 1.In exchange for the commitment. As phrases like 'shopper need states'. man of the match. master blaster. However. at a rate ranging from Rs 200-400 crore. By blocking deals now. marketers have ploughed ahead. Apart from keeping competition away. So even though the debate on the efficacy of traditional consumer research remains inconclusive. the idea is also to channel assured cash flow. . the rise of new channels like organised retailing have given marketers fresh hope in understanding how consumers behave at the retail level. Neo is reducing the risk factor as interest levels and. turning point. Neo plans to not only offer spots but also allow them to be associated with branded properties ² such as extra cover. investing money in data collection and analysis from a fragmented market. thus. to allow brand recall and familiarity of the brand. and precisely what triggers last-mile connectivity. fall of wicket et al ² throughout the BCCI cricketing calendar. 'grab and go' and 'heuristic' enter everyday business argot.030 30-second spots till 2010. research agencies and consultants are forging alliances and building up techniques like analytics and other business intelligence tools to track and predict purchase behaviour. Mining consumer insights and understanding shopper behaviour have always been a high priority for marketers. ad rates tend to plummet if the Indian cricket team does not perform.
did she look at the offer at that point of time. backed by proprietary MASH Tools and Learnings. client service. The Germany-based consumer research and tracking firm GfK recently acquired a 51% stake in Indian marketing and social research group. The emphasis on understanding consumers in a retail environment reflects the need to connect with the target audience at a most critical juncture in the marketing process."Research tools can help marketers alter packaging. which in turn are used to provide end-to-end loyalty solutions. Meanwhile. Mode . As modern trade increasingly becomes a platform where the consumer experiences the product directly. director. a specialist shopper marketing consultancy to convert 'shoppers into buyers' and use the store as a marketing medium. marketers are looking to work closely with the retailers to understand shoppers' needs and tastes." says Rajshree Dave. pricing. MASH claims to offer transformational shopper marketing solutions comprising a whole gamut of concepts and programmes. ACNielsen has also launched a business unit for loyalty marketing to help clients gain high-value consumer insights from retailers' shopper information. without any intermediary. or was . ACNielsen India.the alliance is clearly aimed at using the former's exhaustive market research techniques locally. "What got the customer to the shop. CEO. "Understanding shopping behaviour is fundamental to developing in-store strategy. did she compare packs and prices and the offer of the day. promotion and develop newer strategies to influence at the point of purchase." says Anand Narasimha. And Madison has launched MASH (Madison Shopper Marketing). MASH. did the display influence her purchase decision.
there is ." says Sameer Suneja. helps tailor the look and feel of the store. observational techniques using field trackers and hidden cameras are among the most important techniques currently employed by retailers. while those visiting cosmetic sections of a large department store for a self-improvement purchase are categorised as 'leisurely browsers'. and analyse it at the back-end. Retailers are also trying to understand 'Shopper need states' which vary by type of retail outlet.to know how the category/brand is purchased. various retailers capture point of sales data through the POS system. CEO. This includes shopper tracking (studying the movements of the shopper). TruMart. Despite the growing influence and usage of shopper data. in turn.she clear in her mind about what she wanted: these are some of the questions that retailers and marketers can get pointers to. Perfetti Van Melle. women going for replenishment in neighbourhood convenience stores are termed the 'grab and go' type. shopper intercept (interacting with the shopper to understand her motivations) and mystery shopper (where the researcher poses as a shopper). the retail chain is also formalising methods of interacting with customers to understand their motivations and requirements in making purchase decisions. the food and grocery format of Piramyd Retail. marketing head. For example. says that the store relies on its own transaction data to understand variations in consumer buying patterns from location to location. Upamanyu Bhattacharya. category/brand and shopping trip . Also. Hence. This. In addition. "We speak to consumers and find out about their eating habits and then validate this with the existing sales data from local stores." he says.
saying. Technopak Advisors. many believe the discipline has potential.some amount of skepticism around the entire exercise. for instance. one should take it with a pinch of salt." says Preeti Reddy.com . ruling out the need for an on-going tracking mechanism in his category. it may not be as useful in a lowinvolvement-high-impulse category like confectionary. Bhattacharya agrees. Many. while research techniques may be effective in big retail outlets where the interaction and involvement of the consumer is high and the consumer has to choose from several products and price ratios." The effectiveness of research techniques may also depend on the category you are in. "Though research does give a broader perspective. Vijay Sales. For example. feel that research is more of an art rather than an exact science. Only 30%-40% of it is generally effective. "Research is only as effective as your ability to ask and design the right questions. "As retail gets more organised in India.coutinho@timesgroup." says Nilesh Gupta. managing partner. vice-president. That said. ashley. partnerships with agencies abroad or tie-ups on proprietary tools and techniques are bound to increase." says Suneja. "It is difficult to track how school kids buy confectionary from small outlets or the canteen using research.
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