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Thursday, October 24, 2002

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CATALYST

STRATEGY


Arrows in the back
Pioneers draw attention, shape consumer preferences and can set the standards for a category. Yet, research done in Western markets shows the average late entrant is more profitable. Is the `first mover advantage' a myth? More

ADVERTISING


The ethnic way of communication
Whatever the product, leveraging ethnicity to create advertisements that the market can easily identify with will go a long way. More

It's a guy thing too!
An important criterion in determining the sex of the model for an ad is not only the main target group but also the brand personality that emerges in the branding and communication exercise. More

PROMOTIONS & OFFERS


Oiling the willow
Castrol's association with Rahul Dravid strives to drive home the message of excellence in performance. More

MARKETING RESEARCH


Toon TV's tale
India has emerged as the top market in the Asia-Pacific region for Cartoon Network, both in terms of revenue generation and viewership. And it's taken seven years of hard work. More

Durable dreams?
The consumer durables sector has had a mixed year so far, but an emerging trend is a rise in sales in the semi-urban and rural markets. Will the festive season lift its spirits? More

ONLINE MARKETING


Merge offline, online for 1 to 1
Marketers who employ a blend of `e' and traditional fulfilment are the most likely to realise the greatest potential from their marketing campaigns. More

NEW PRODUCTS & SERVICES


Be sharp
SHARP PUMPS has entered the home appliances category with the launch of Point Easy Grind table top wet grinder. The machine claims to fill the gap that exists between the premium and economy segment and provide a grinder with features better than ... More

Weighty issue
LCS CONTROLS has launched the Digital Personal Weigher, which automatically measures weight, height, calculates the body mass index and also provides the ideal weight for men and women. This system also provides health and business-related tips. ... More

Size-wise
NATALIA, the Chennai-based Western womenswear brand, has introduced varied sizes for its entire range. It offers trousers, capris and skirts in sizes ranging from 24 inches to 38 inches, and jackets, blouses and shirts in sizes XS to ... More

Dieter's dread
MOVENPICK FOODS has introduced four new flavours of Swiss premium ice-cream. These include Vanilla Brownies, Tiramisu, Apricot and Lemon-Lime. A complete new range of mini-specials has been launched at the Bangalore and Chennai ice-cream ... More

Rajmatazz
NILKAMAL PLASTICS has introduced a series of chairs named Maharaja Collection, inspired by the grandeur of the Raj. These armless chairs have an ornate look and are reportedly made on the lines of antique wooden furniture. They are designed for ... More

Watt power
SONY INDIA has launched the X-treme series - a range of VCD hi-fis with MP3 playback. It packs in power ranging from 1,300 Watts to 7,000 Watts, along with sound broad system for 3D spatial sound wrap, a facility for distortion-free sound even ... More

Sheen & shine
LAKME has launched its Think Brilliance range. It comprises three collections - Pure Brilliance, Electric Brilliance and Sensual Brilliance. Think Brilliance collection comes with 34 colours in six new innovative products including Silver Glow ... More

Gas-saver
INDO MATSUSHITA APPLIANCES has launched the National Tornado Gas Table. The burner throws flame at an angle, which the company claims increases the heating efficiency by concentrating the flame on the area that needs heating, and not spreading ... More


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