The Hindu Business Line : Tuesday, April 21, 2009

MARKETING

ADVERTISING: Ratings will not be a dampener for IPL-2
Advertisers, media planners unperturbed. Mumbai, April 20 Comparatively poor television ratings that the IPL season 2 had on the opening day are not likely to dampen the spirits of advertisers and media buyers. A majority of them are still ...

MARKET SHARES: Jet sees reduced demand for air travel industry
‘Not looking at market share, but profitability’. Hyderabad, April 20 Forecasting a reduced demand for air travel in the next 12 months, Jet Airways has said that it is conserving cash in times ...

STRATEGY: Beam Global changes India strategy
Bangalore, April 20 The world’s fourth largest liquor company, Beam Global, has tweaked its India strategy and repositioned its first ‘made in India’ brand while putting off plans to launch another ...

PROMOTIONS & OFFERS: Air India announces early buy discounts
Chennai, April 20 Air India has introduced Advance Purchase Excursion (APEX) fares on 35 select domestic sectors in its network from ...

STRATEGY: Honda to partner PNB for car finance
New Delhi, April 20 Premium car maker Honda Siel Cars India has signed a memorandum of understanding with Punjab National Bank (PNB) to offer finance on its ...

From Brand Line

BRANDING: Selling dreams just got harder
With campaigning in full swing, political parties are using all the communication media at their disposal to get their message out.. The story is told of a man who promised clean, bottled mountain air by mail order to the residents of Toronto ...

ADVERTISING: No hoardings? Hitch a ride, then
A year since hoardings were banned in Chennai, advertisers home in on the humble bus.. It’s been a year since hoardings came down in Chennai and of all other out-of-home (OOH) media, buses seem to have benefited in their absence. Bus ...

TELECOMMUNICATIONS: Freed from the electronic leash
As the various cell phone providers concerned couldn’t provide satisfactory redress, our columnist is making the most of the silence.. I recall ranting about cell phone intrusions in a Karate-gy column, Pesky Power, some six years ago ...

INTERVIEW: ‘Recession is good for advertising’
Recessionary times force change and push the industry to look at creativity seriously.. Sir John Hegarty loves a recession. Chairman and Worldwide Creative Director of advertising agency Bartle Bogle Hegarty (BBH), he feels it’s the best ...

INTERVIEW: Disrupting the downturn
Well-known for his strategy of disruption, ad man Jean-Marie Dru tells BrandLine how he and his clients are facing the recession together.. The model of disruption has changed the face of many brands. It has made legends of brands such as ...

ADVERTISING: How Nike did it
Dan Wieden, the man behind the brand’s famous tag line, talks of how it came about.. If you ever come across Dan Wieden, you could easily mistake him to be an ordinary guy for his simplicity. But he is the man who came up with ‘Just ...

BOOKS: Building locally relevant brands
There are two primary challenges that marketers in Asia face, says Jörg Dietzel in Create Connect Convince: Fundamentals of Advertising, Branding, Communication ( ...

BOOKS: Narrate your product story
Even if all your competitors make their products the same way, you can still use the manufacturing process as a differentiator, urge Jacky Tai and Wilson Chew in Killer Differentiators: 13 Strategies to Grow Your Brand ...

BOOKS: Get the message right
The key issues in establishing a good advertising campaign for the foreign market are the advertising budget, the media strategy, and the message, writes Robert D. Hisrich in International Entrepreneurship: Starting, Developing, ...

NEW PRODUCTS & SERVICES: Skin sense
Godrej Consumer Products has launched a freshness and skin hydration soap Cinthol Fresh Aqua. The company claims the soap contains a Revolutionary Aqua Formula to ensure that skin doesn’t look dehydrated. The soap has Aqua minerals along ...

NEW PRODUCTS & SERVICES: Sleep easy
Springwel Matresses has launched the multi adjustable Tempur bed that claims to give the user fully relaxed and comfortable sleep. With remote-controlled multiple positioning options, the beds claim to give total back support and help the ...

NEW PRODUCTS & SERVICES: Fruit-ful
Galla Foods has launched GTM Cocktail, a combination of mango, orange, apple, banana and papaya, and two mango blend variants under GTM Magic – Mango-Apple and Mango-Orange. GTM Magic & GTM Cocktail are premium blends in the ...

NEW PRODUCTS & SERVICES: Juicy treat
Parle Agro has added Grappo Fizz, a sparkling grape drink, to its existing portfolio. It can also be used as a mixer for cocktails or mocktails. It will be available in three SKUs of 300 ml, 500 ml and 1 litre packs priced at Rs 20, Rs 27 and Rs ...

NEW PRODUCTS & SERVICES: Chew on this
Wrigley has launched Boomer Gumlairs, a new category within bubblegums. The Gumlairs reportedly combine the taste of a chocolate éclair with the fun of a bubblegum. It has a creamy centre, full of choco-paste, and costs Re 1 ...

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Markets (April 20)

Nifty (at close)	3377.10(-7.30)
US Dollar (Buy/Sell)	50.14/15
Brent crude (a bbl) Rs	2,601
Gold (a gram) Rs	1,311
Silver (a kg) Rs	20,745

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