Business Daily from THE HINDU group of publications
Saturday, Aug 26, 2006
Business Daily from THE HINDU group of publications Saturday, Aug 26, 2006 |
|
|
|
|
|
|
|
Marketing
-
Brands Emami to turn Boroplus into a global brand Our Bureau
The markets essentially include Africa, CIS and SAARC countries.
Kolkata , Aug. 25 Emami Ltd, flagship of the Rs 1,000-crore Emami Group with significant presence in the personal care and health products segment of FMCG business, has chalked out plans to turn its "Boroplus Antiseptic Cream", already a market leader in India into a global brand.
Ad Agency
The process of hiring an international ad agency for this purpose is already on. Brand promotion support in some 15 top international locations accounting for 80 per cent of the company's export business is planned. The markets essentially include Africa, CIS and SAARC countries. Besides increased focus on direct sales, Emami plans to introduce an ayurvedic line of products for NRIs in the UK. The company is also scouting for international partners for marketing and manufacturing alliances. Besides new product launches, the company also plans to launch Ayurvedic Spas and Clinics abroad in a big way through strategic alliances. Emami will also be introducing a new ayurvedic line of products for NRIs in the UK.
Merger
Talking to newspersons after the company's AGM here, Mr R.S. Agarwal, Chairman, said Rs 30 crore would be spent in a phased manner to build Boroplus into a global brand. Hinting at launch of many more products in the personal care and health segments during the current year, Mr Agarwal said in order to propel the growth of the existing brands, the company has already announced the merger of JB Marketing with itself. JB Marketing with a distribution network of 24 depots, 2,200 distributors, 1,200 sub-distributors and a direct coverage of 8 lakh outlets, is expected to bring economies of scale into operations.
Ad Spend
He said the total ad spend of the company during 2005 was Rs 90 crore and that was expected to touch Rs 125 crore during the current year. Besides aggressive marketing of mPower brands targeting a higher-than-category growth, Emami also plans new launches in the OTC category during 06-07, he pointed out. Pointing out that the proposed ayurvedic spas and clinics were part of a bigger plan to expand the ayurvedic range, Mr Agarwal said the first such facility, in collaboration with a foreign party, was likely to come up in Dubai at an estimated cost of around Rs 15 crore. They were already in talks with some foreign agencies in this regard he clarified. Among the other countries where such herbal Spas and clinics are planned include Thailand, Indonesia, and the UK.
More Stories on : Brands | Healthcare Products | Personal Products
Article E-Mail :: Comment :: Syndication :: Printer Friendly Page
|
Stories in this Section |
|
The Hindu Group: Home | About Us | Copyright | Archives | Contacts | Subscription Group Sites: The Hindu | Business Line | Sportstar | Frontline | The Hindu eBooks | The Hindu Images | Home |
Copyright © 2006, The
Hindu Business Line. Republication or redissemination of the contents of
this screen are expressly prohibited without the written consent of
The Hindu Business Line
|