“People want to express themselves through brands – brands

express a person's personality and the people they like to be

with...”
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CONTENTS

I. Market News …………………………………………………..……. 3

II. Indian Brands discover the Power.........................…...…….... 5

III. FritoLay India’s: Aliva………………….…………………….….…. 7

IV. The New Brands……………………………………………...…….. 9

V. CEO Profile: Mr. Ajay Kaul………………………………………. 11

VI. Marketing Terminology …………………….…........................ 12

VII. Samsung Cements Second Position.…………………….....… 13

VIII. On the lighter side…………………………………………...…... 15

MENTOR & ADVISOR: MRS. POOJA KUDESIA

Editor New Brands

Vikas Verma Ritika Sinha

Market News
Marketing terminology
Kshipra Singh Sumit Chaturvedi

Articles
The Strategy
Sanjeev Singh
Ayush Sharma
Ritika Sinha

Designing
CEO Profile
Vikas verma
Santosh Kumar

THE MARKETERS CLUB JIMS JAIPUR

 MARKET NEWS
Hindware among India’s 100
Most Valuable Brands
HSIL, the organization behind India‘s
leading sanitaryware brand Hindware,
has created another benchmark by
becoming one of India‘s 100 most
valuable Brands for 2010. Hindware has
been ranked 93 in a comprehensive
annual ranking released recently
This list was prepared by ICMR (Indian
Council of Market Research), a strategic
business division of Planman
Consulting. It has made a significant
impact in the way companies look at
research since its establishment in 1996.
4Ps B&M is a global business and
marketing magazine which examines
global issues with an Indian lens,
ranging from an analysis of advertising
campaigns to emerging trends and
practices in marketing and advertising.
Bharti Walmart forays into
Rajasthan
Bharti Walmart, the joint venture
between Bharti Enterprises and Walmart
Stores Inc for wholesale, business-to-
business and cash-and-carry operations
in India, opened its first cash-and-carry
store in Rajasthan, in Kota.
Spread over 53,000 sq ft, the Best Price
Modern Wholesale store, situated at
Indraprastha Industrial Area, Jhalawar
Road, Kota, offers
products at best fixed and
fair prices with
unmatched convenience, choice, quality
and hygiene.
Best Price Modern Wholesale store is a
one-stop business-to-business store that
meets the day-to-day needs of restaurant
owners, hoteliers, caterers, fruit and
vegetable resellers, kiranas, retail store
owners, offices and institutions.
The assortment, service and store layout
of the Store is customized to specific
needs of members who can walk into the
store and source high quality products
in the quantities they need and at the
time they require.
Rajan Bharti Mittal, chairman, Bharti
Walmart said, ―We are confident that
this rollout will create additional
employment opportunities to the local
youth and help in further strengthening
the economy of the state.‖
The Best Price Modern Wholesale store
will also have the successful ‗Mera
Kirana‘ program which shares best
practices with members, who are small
and medium retailers, on various aspects
of using low cost modern techniques
and processes.
Reliance Lifestyle to launch
3,000 new stores by 2015
Reliance Lifestyle will come up with
3,000 new stores by 2015. This was
announced by Bijou Kurien, president
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and chief executive- Lifestyle at Reliance 2.Responsible Retailer of the Year:

Retail Ltd, at the India Retail Forum Woolworths (SouthAfrica)
2010, being held at The Renaissance
3.Etailer of the Year: Ocado
hotel in Mumbai, on September 28.
4. Store Design of the Year: Topshop,
Kurien said the new outlets will target New York (Dalziel & Pow)
tier II cities. He, however, did not
disclose the amount to be invested in 5.Emerging Market Retailer of the Year:
further expansion. ―The expansion is not Truworths International, South Africa
something we are accelerating to capture
the bigger part of the market,‖ he said.
6. Retail Advertising Award (In-Store):
American Eagle Outfitters for 15
Kurien said though a few mistakes were Seconds Of Fame (R/GA)
made in the past, the Group will not
withdraw the brand. ―It is being taken as 7.Retail Advertising Award (Direct
learning, and we are prepared to do Marketing): Payless ShoeSource for Life
Stage Marketing: Establishing an
better in the coming days,‖ he added.
Emotional Connection with Mom

Oracle World Retail Awards 8. Retail Advertising Award (New

2010 Media): Nike Japan for NIKEiD
Generator, by Beacon Communications
Amazon bagged the 'Retailer of the Year'
award at Oracle World Retail Awards 9.Retail Advertising Award
2010. The awards were presented on the (Traditional Media): The Co-operative,
concluding day of the World Retail Brand Relaunch.
Congress, which was held from October
25-27, 2010 in Berlin. The Congress, 10. Retail Innovation Award: Liaoning
organized by Emap Communications, Xinglong Happy Family Business Group
was attended by 1,149 retailers and for Kung Fu Master List
senior industry executives from across
56 countries. 11.Outstanding Leadership Award:
Angela Ahrendts, CEO, Burberry
Here's a complete list of Retail Winners
in various categories: 12. Multi Market Retailer of the Year:
Primark.
1.Retailer of the Year: Amazon

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e-JOURNAL- OCT‘2010 Pa ge |5

ARTICLE:

INDIAN BRANDS DISCOVER

THE POWER OF SOCIAL
MARKETING
Indian companies are getting tech-savvy and
discovering social media, which has vast resources of
private information, as the latest tool for advertising.

Currently, over 100 Indian brands from fields such

as telecommunications, entertainment and digital
media are making their presence felt on Facebook
and other forms of social media.

Titan's Fastrack, one of the pioneers in this field, recently recorded over half a million
fans its Facebook page. Since January 2010, the brand's growth skyrocketed, adding
nearly a lakh fans every month.

"Brands have always to move with trends and to move with trends means the move
should be with youth. I feel every brand needs to have online brand strategy," said
Simran Bhasin, Marketing Head of Fastrack.

India has the eleventh highest number of Facebook users, leading more brands to make
use of the social networking site to lure their target audience.

"Online advertising is a sustainable form of media," Mayank Agarwal, co-founder and

CEO of Geek Online Ventures Pvt Ltd, a digital creative and marketing agency, said.

Hoardings have a limited shelf life and remain only in the archives once they are taken
off, but advertising online has no such limitations, which is their biggest strength, he
adds.

Other than Facebook, there are also other forms of social media at work. Fastrack has
begun interacting with its young consumers through blogs. The company believes it
needs to use the right kind of platform and should also keep the consumers interested.
People were invited to share their pictures, take direct feedback and comments for its
products apart from sharing brand related news, developments and celebration with its
fans.

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"Though it's long way to go, Indian brands are properly using the social network site to
have the success, In India we have only digital agencies who are doing well in the
creative part of the online marketing. We need more agencies who mainly work in
online marketing, ―said Bhasin.

Geek Online is one such agency that deals mostly with online marketing. The firm,
which was started in 2008, has seen rapid growth in the field of online marketing,
Agarwal stated. The company has handled some campaigns for brands such as
Fastrack, Kingfisher, Britannia and Wipro's E.Go laptops.

The biggest advantage of online marketing is the amount of information available on

social media, Agarwal said.

As each person signs up for a new campaign or "likes" a page on Facebook, their
information is automatically available to the brand, giving them access to the persons
other interests. This information can be used 'profile' each fan, and target future
advertising campaigns based on their interests.

However, in India most campaigns originate in the offline space and then extend to the
online community, Agarwal said.

Tata Docomo has more than 200,000 fans and has built a strong community through
special trials, contests and discussions. Likewise, Vodafone Zoozoo has around 692,000
fans with whom the brand connects through pictures, videos as well as contests.

The 'Idea' network campaign has more than 87,000 fans and is highly active and
conversational. It includes a lot of contests, campaigns on wall posts. Apart from these,
other brands like Amul Butter, Channel V and Cleartrip are actively utilizing Facebook
to draw customers' attention to the products.

According to statistics on Facebook, 50 percent of users log into the site each day. This
would mean at least 175 million users every 24 hours. Twitter has 75 million user
accounts and LinkedIn has 50 million members worldwide and are still growing.

If it is a business to business marketing campaign, sites like Slideshare, blogs and

LinkedIn are commonly used, but for business to consumer Facebook and Twitter also
join the group, Geek Online's Agarwal said.

Though the overall usage of social media among the business users is relatively low in
India, the increasing popularity of social networking among the youth will soon make
this the exclusive spot for advertising, with more campaigns directed only for the online
market.

THE MARKETERS CLUB JIMS JAIPUR

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ARTICLE:

Aliva – Badlein apni shaam ka swaad

About the Brand

With the launch of Aliva, FritoLay India aims to create a new segment of great tasting
baked savoury crackers.
After Kurkure's enormous success, Aliva marks FritoLay India's creation of yet another
category – borrowing ingredients & textures from biscuits & flavourful experiences
from namkeens. Aliva is a product range developed in India especially for the Indian
consumer & is a significant step in the company‘s journey of portfolio transformation
towards providing healthier and tasty snacking options in line with local consumer
needs.

Aliva is available in 4 distinct chatpate Indian flavours specially created keeping the
Indian palate in mind
Special Pindi Masala

Tomato & Roasted Spices

Caramelized onion & cooked Indian tomato notes followed by a hint of fried
curry leaf and lentil. As these flavours explode in the mouth, you will
encounter toasted wheat notes with the tang of tomatoes….all ending with
the heat of black pepper and spicy red chillies
Mint Flavour with Herbs

Fresh notes of mint flavour combine with the engaging taste of toasted
wheat, lentils and cumin. The taste melts away with the mild tang of
amchur…the warmth of black pepper, dash of green chillies & herbs give a
great finish

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Original Salted

The classic touch of salt, a simple treat that you‘d love to eat anytime

Some Facts

Aliva was launched in June 2009

Aliva breaks the clutter in the cracker segment with its unique combination of
stimulating authentic Indian flavours & good ingredients like wheat and lentils
Aliva is a baked product with zero transfats & zero cholestrol
Aliva comes in a premium standee pack that is a first in this category
Aliva has an iconic product shape that has even been granted a design
registration
Aliva comes in a premium standee pack that is a first in this category
Aliva has a range of 4 distinct Indian flavours that have been inspired by local
spices unique to different parts of the country
Aliva is available in two pack sizes – Rs 12 & Rs 5

THE MARKETERS CLUB JIMS JAIPUR

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THE NEW BRANDS AND PRODUCTS IN

MARKET

PRODUCT: Airboss Mach 8

PRICE: Rs 1, 06,000

COMPANY: Victorinox

LAUNCH PLACE: New Delhi, India

PRODUCT: N8 smartphone

PRICE: Rs.26, 259

COMPANY: NOKIA

PRODUCT: Instant SyncShare

LAUNCH PLACE: New Delhi, India

PRICE: Rs. 990.

COMPANY: Amkette

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PRODUCT: Aria (SUV)

PRICE: Rs 13 – 15 lakhs

COMPANY: TATA Motors Ltd.

LAUNCH PLACE: New Delhi, India

PRODUCT: Gypsy 2010 Collection

PRICE: Lip Palette (Rs.600)

Lip Gloss (Rs.325)
Enrich Satin (Rs.225)

COMPANY: Lakmé

PRODUCT: LEDs, LCDs, TVs

PRICE: LEDs starts from Rs.26,500

Ultra slim TVs starts from Rs.5,290

LCD TVs from Rs.16,499

COMPANY: PHILIPS

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CEO PROFILE:

MR. AJAY KAUL: DOMINO’S PIZZA INDIA LTD.

Ajay Kaul is the chief executive officer of Domino‘s
Pizza India Ltd. In his professional career of
around 19 years, he has worked for esteemed
organizations including American Express Travel
Related Services Co, Modiluft and TNT India &
Indonesia. Kaul is a B.Tech from IIT Delhi and an
MBA from XLRI Jamshedpur.

Mr.Kaul has extensive experience in the Credit

Card, Airline, Express Distribution and Logistics
Industries and has sharpened his skills as an effective and astute leader.
Mr.Kaul has joined Domino's from TNT - Indonesia, where he was the
Country Head of TNT Express from last 3 years.

Mr.Kaul started his career with American Express Travel Related Service,
where he worked in the Credit Card Sales and Marketing spread over 6
years at Kolkata, Chennai and New Delhi. He went on to spend 2 years
with Modiluft as the General Manager - Sales, Marketing & Customer
Service. This was followed by 5 years in TNT India as Country Director -
Sales, Marketing & Customer Service.
His personel interest lies in music and sports including golf among others.

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e-JOURNAL- OCT‘2010 P a g e | 12

MARKETING TERMINOLOGY

Brand
A brand is a name, symbol or other identifying mark for a seller‘s
goods or services. It is distinct from other sellers.

Brick & Mortar

Brick and mortar store refers to retail shops that are located in a building as opposed to
an online shopping destination, door-to-door sales, kiosk or other similar site not
housed within a structure.

Gray Market Goods

Brand-name products purchased in foreign markets or goods transshipped from other
retailers. They are often sold at low prices by unauthorized dealers.

Generic Brands
No-frills goods stocked by some retailers. These items usually receive secondary shelf
locations, have little or no promotion support, are sometimes of less overall quality than
other brands, are stocked in limited assortments, and have plain packages.

Brand Position:
The market space a brand occupies in the mind of consumers, based on the brand's
ability to deliver on its Brand Promise.

Brand Values:
The unique set of characteristics that contribute to how a brand is, and/or will be,
positioned in the marketplace.

Re-branding:
A comprehensive change in an organization‘s strategic direction based on opportunities
presented by changing market conditions, or product/service development altering the
organization‘s business strategy. Changes made to the brand identity should be directly
promotional to the degree of change made to the brands strategic course of direction.

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The Strategy:

SAMSUNG MOBILES CEMENTS SECOND

POSITION
A t last count, the Indian mobile handset space had 35 players and market leader Nokia
saw its market share slipping from 64 per cent in 2009 to 36 per cent in June this year.

According to latest data released by International Data Corporation (IDC), the main
beneficiaries have been smaller players such as Micromax and Spice Mobiles which
have muscled their way into the top five clubs. ―The influx of new brands led to a spurt
in the market and saw emerging vendors corner 33.2 per cent of mobile handset
shipments in 2010,‖ the IDC report said.

In the midst of all this, just one player — Samsung Mobiles — has been able to retain its
rank (second largest) and increased its market share from 9 per cent in the previous
year to 17 per cent in June 2010. Ranjit Yadav, Head of mobile and IT at Samsung, says
the company is confident of adding another 6-7 per cent market share by the end of the
year.

That‘s a long journey for a company which had only a

negligible presence in India five years ago. So what led to
the brand‘s growth? Pankaj Mohindroo, president of the Indian Cellular Association,
attributes this to Samsung‘s ability to carve out its ―own sweet spots‖ in segments such
as smart phones and touch screen. Also, the company beefed up its quality and
distribution network.

In the touch screen space, for example, Samsung has a portfolio of 23 models ranging
from the entry-level to the 3G-enabled touch music phones, the Samsung Champ and
Samsung Galaxy S. Prices range between Rs 4,250 and Rs 31,500. Galaxy was the
company‘s answer to Apple‘s popular iPhone.

The move coincided with a sharp growth in dual- and triple-SIM card slot phones,
which have cornered 38.5 per cent of the mobile handset market in India, from less than
1 per cent in April-June 2009.

―Samsung‘s dual-sim portfolio now boasts of 10 models in the range of Rs 2,020 and Rs
12, 300,‖ Yadav says.

No surprises, therefore, that in the touch screen space, Samsung says it leads the pack
with a market share of 30 per cent Samsung, some say, also recreated social networking

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handsets with its Corby series. Realizing that Indians are beginning to change handsets
within 18 months, the accent is on adding new features at a fast pace.

At the same time, the company has embarked on a huge campaign (involving actor
Aamir Khan) to push its phones at the retail stores. Retailers have been guaranteed a 30
per cent return on all Samsung merchandise. Large multi-brand stores have Samsung
attendants to push the brand.

Analysts expect to see more such social networking-focused phones in future but also
warn that only those vendors who can balance the right set of functions with
competitive pricing will appeal to budget-conscious young people. According to
Informate‘s mobile tracker, mobile internet browsing commands the highest share of
time spent — more than calls and messaging put together — in India.

One of the mainstays of Samsung is that unlike some of its competitors, it offers
support on all platforms- Android, bada and Windows7. ―We recently introduced our
own proprietary Open OS ‗bada‘ in India. We remain platform agnostic and will
provide consumers open OS handsets for them to make their own choice,‖ Yadav
explains.

So, while there is a Galaxy S that scores on account of its features such as the world‘s
first Super Amoled screen and applications such as aldiko and e-book among others,
the Wave comes with similar features on the Samsung bada platform.

Value-additions include options for phone customization, by way of online stores, and a
well-oiled after-sales service.

But there are a few problems as well. The main challenge, sources say, is the fact that
Samsung‘s main competitor now is not Nokia, but smaller players which have a cost
advantage by way of taxation as well as quality compromises. Also, the limited battery
life of its phones is a major issue.

Samsung, however, is aware of the problems and is working on it. For example, it has
launched Samsung Guru Power for the rural markets with a long battery life of
2,000mAh providing 22 hours talk time and two months standby time.

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On the lighter side:

ADVERTISEMENTS REDEFINED!!!!!!!!!!

Kingfisher vs. Jet Airways

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