Would you ‘yamakasi’ for Thums Up?

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Brand: Thums Up
Agency: Leo Burnett

Well, Akshay yamakasi’ed in the Taste the Thunder campaign for a bottle of Thums Up in 2007 and the brand is tasting its success with over 16% market share in sales (AcNielsen report) till now. This Khiladi lad re-inforced the attributes of Thums Up and quite impressively. Anand Halve, Co-founder, Chlorophyll, “The proof of this campaigns’ effectiveness is that this brand has fought two of the most reputed brands in the world - Coke and Pepsi - and beaten them!” Burp, Burp...

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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S. BANDYOPADHYAY, MD, RELIANCE MONEY

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1. SBI’s ‘Taaki bachpan ke beech kabhi budapa na aaye’ campaign
2. Max New York Life’s ‘Karo zyada ka irada’
3. ‘Yeh hai youngistaan meri jaan’ from Pepsi
4. Coke’s ‘Little drops of joy’ was a delight
5. Indiabulls’ ‘Creating a world of smart investors’ campaign

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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So what do you say Mr...

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4Ps B&M: How has been the last year in terms of financials?
TF: Sony India during FY’08 for first three quarters (April- December 08) has realised actual sales of around Rs.28.3 bn which is a 25% growth from corresponding period in the previous period. However though Q4 (January–March’09) growth is expected to indicate a minor slowdown, we estimate that we can continue to maintain over 20% growth for the total FY’08 compared to last year.

4Ps B&M: How much is the size of CAV market in India and how do you plan to increase your share of the matket?
TF: Consumer Audio Visual (CAV) market in India is around Rs. 125 bn of which Sony has a market share of 18%. And overall trend in the industry has indicated a 10% growth till FY‘08 so we are quite optimistic about the same this year too.

4Ps B&M: Sony has been in India for a long period of time. But you didn’t have a brand ambassador for your products. Are there any plans in this regard?
TF: Globally we have a brand ambassador. But in India we think that we don’t need a brand ambassador for our products. Moreover, this is our strategy to differentiate from others.

4Ps B&M: What is the potential that you see in India in terms of growth?
TF: Indian economy is domestic demand driven economy. Thus saving ratio is higher than other countries. Moreover, the dependency on installment (consumer finance schemes) is also lower than other countries. Thus we see a great potential in terms of growth in future.

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Source : IIPM Editorial, 2009

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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The world does not end in one quarter...

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4Ps B&M: Slowdown impact?
Slowdown impact has been there and more in recent times. Input costs have gone up over the last two years. We had to increase MRPs as there was significant inflation across the board. However, at the same time, we concentrated on delivering better quality competitively. So price change was not just a commercial decision, but a combination of handling costs and increasing consumer value. There could have been an impact on our volumes, but then the world does not end in one quarter.

4Ps B&M: What is your take on competition?
Britannia is comparatively in a stronger position in the biscuit market and is the market leader. We feel confident that we will be able to take on any challenge. We have healthy respect for competition. For us, the key criteria is to increase our market share.

4Ps B&M: Which strategies find Britannia in a good stead?
Over the least few years, a lot of effort has been put in strengthening our brands, in terms of USP, advertising, product mix, packaging, et al. Therefore, we have a robust and healthy all round growth. We chased consumption opportunities everywhere and increased our tonnage by 15-20% yoy. We also made significant changes in our ‘go-to-market’ strategy.

4Ps B&M: Some say that you are not aggressive with new launches?
The only new category in the biscuit space in last one year was nutritional biscuits – NutriChoice launched by us. There were no other product launches. We’ve certainly done more than competition but yes, we’d like to do more.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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! IIPM ! Arindam Chaudhuri ! GIDF ! Planman Consulting ! Business & Economy ! 4Ps Business & Marketing ! The Sunday Indian ! The Human Factor ! The Daily Indian ! Kkoooljobs.com ! Amaze08, New Delhi ! IIPM Old Brochure ! IIPM 4Ps Quiz !

The response towards IPL this season is much lower than last year

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Having said that, companies are also significantly subdued in their marketing push with IPL this time, especially when the so-called ‘Slowdown Blues’ are riding the sentiments in the economy. “The response towards IPL this season is much lower than last year. This is a natural transition, as there was a lot of hype around the first season of any event, which tones down by the second season; the economic slowdown has made the situation even worse,” feels Anita Nayyar, CEO, Havas Media. It’s not that the brands are no more interested in IPL season 2; viewership figures (TRPs as high as 10) for last year’s IPL are tempting enough for marketers to take a closer look at, even this season of IPL. But clearly, brand investments are becoming difficult. Although the difference may not be huge, marketers are certainly more cautious this time. Shubhoshekhar Bhattacharjee, CEO, Planman Motion Pictures, comments, “One has to realise that the economic downturn does not mean that this cricket crazy nation will stop watching cricket, especially IPL, which in turn provides an opportunity for good brand visibility.” Utkarsh Singh, Head - BD, Rajasthan Royals opines, “There are surely lesser number of brands investing in IPL this time as compared to the last season. But the level of engagement of those investing is much deeper.”

However, unlike the last season, marketers have become very choosy in their approach and very cautious about the teams they are associating with because they want to make the most out of their dear money. While many teams have already bagged a handful of licensing and co-branded deals and other innovative brand associations, many teams are struggling to get to open their innings on this front. For instance Mumbai Indians are yet to finalise one as Tushar Pania, Media Manager, Mumbai Manager confessed to 4Ps B&M “We haven’t finalised any deals, so far. We are in middle of talks with marketers and advertisers. ”

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Source : IIPM Editorial, 2009

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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