ON INDIA A-Z of Life Clicking the Interesting Moments of Daily Life on the 38 SAME
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May 1-15, 2012 Volume 3, Issue 9 `100 30 DEFINING MOMENTS Apurva Purohit Radio City’s CEO recounts her journey. 16 CANON INDIA A-Z of Life Clicking the interesting moments of daily life ON THE 38 SAME PROFILE Nilesh Vaidya The ‘scientific’ touch to SIDE creativity. The cola wars may have IDEA CELLULAR fizzled out, but Pepsi and Another World 12 Coke are fighting a FLIPKART different battle. And, for Just Kidding 14 a change, they are not FACEBOOK targeting each other. A New Language 31 28 IMAGINE TV Last Nail in the Coffin 39 EDITORIAL This fortnight... Volume 3, Issue 9 EDITOR Sreekant Khandekar ry the blind Cola tasting test on a consumer. The chances are that he will not be able to PUBLISHER T tell whether he is drinking Coke or Pepsi, especially if he is not a cola drinker. Some could Prasanna Singh say that Pepsi is a little sweeter but the fact is that, worldwide, people do get confused between EXECUTIVE EDITOR the two brands. Prajjal Saha SENIOR LAYOUT ARTIST Pepsi and Coke have been at loggerheads for more than 100 years now. Vinay Dominic Still, it’s difficult to say which one of the two is a clear winner. And it’s not LOGISTICS about the market size that the brand has garnered in respective markets. Rajesh Kanwal May 1-15, 2012 Volume 3, Issue 9 `100 30 ADVERTISING ENQUIRIES Instead, the winner is the one who gets into the consumer’s mind first. For Neha Arora, (0120) 4077866, 4077837 instance, when the consumer enters a retail shop, he could refer to a cold drink Noida DEFINING MOMENTS Apurva Purohit Khushboo Varadkar, (022) 40429702-5 Radio City’s CEO recounts her journey. as Pepsi, Coke or even Thums Up when he asks for a cola drink. 16 Mumbai Half the battle is won when the consumer calls out the brand’s name. It [email protected] CANON INDIA doesn’t matter which brand he finally buys, but what he first asks for is the Marketing Office A-Z of Life Clicking the interesting moments of daily life winner. B-3, First Floor, Sector-4, Noida-201301. ON THE 38 Tel: (0120) 4077800. SAME The final purchase is linked to availability and distribution. Unless the Mumbai PROFILE 501-502, Makani Center, 5th Floor, Nilesh Vaidya consumer is totally against a particular brand he would be flexible enough to The ‘scientific’ touch to SIDE creativity. Off Linking Road, Bandra (W), It has been quiet on the IDEA CELLULAR Coke and Pepsi front for Another World 12 some time now. They are accept whichever brand is offered to him in the same category. Mumbai - 400050 FLIPKART fighting a battle but the Just Kidding 14 target, for a change, is not Tel: +91-22-40429 709 - 712 FACEBOOK each other. A New Language 32 28 IMAGINE TV Last Nail in the Coffin 39 During the last few years, there has been a sea change in the marketing Bengaluru strategy for colas. From baiting each other, Pepsi and Coke opted for a ceasefire. S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, They realised that there was a common enemy, and that taking potshots at each Bengaluru - 560038, India other was no longer the winning formula. Subscription Enquiries Garima Agnihotri, (0120) 4077837 The current issue looks at the various reasons why the interest around the cola wars has [email protected] fizzled out. Printed, published, and owned by Prasanna Singh, Publisher, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, Prajjal Saha Phase II, New Delhi – 110028. [email protected] Cover Illustration Gogol CONTENTS 48 44 PLUS GOOGLE+ GOAFEST 2012 Version 2.0 25 Celebrations A round-up of DORAEMON VS MOJACKO India’s most- The Challenger 40 looked-forward-to ad festival. PATRIKA Doubling the Dosage 42 SWITZERLAND TOURISM 12 20 Vacation Call RADIO CITY Fancy a cable car ride? Asking for More 42 Simply fly out. IPL POV 36 High on Outdoors 49 Dirty Picture VIP SKYBAGS AIRCEL Was it fair forcing Sony Closet Comedy? Self-confidence KINGSTON Entertainment to shelve the Targeting the youthful ‘Keep believing’ is the Into a Pen Drive 49 screening of the movie? audience, VIP style. telecom player’s new motto. afaqs! Reporter, May 1-15, 2012 5 SURVEY 1(:6%8//(7,1 ,V\RXU3KRQH6PDUW" Sponsored by martphone usage in India is data plans and want operators to quite low with even the most devise plans, where they can control Soptimistic reports putting the their usage. numbers at 25 million amongst According to the report, teens Co-Optex> The state-owned emporium plans to open the 900 million plus overall mobile between 13 and 18 years in the met- new stores in Jaipur and Lucknow this year - a move that users. However, those who are ros and tier 1 towns are the heaviest will help Tamil Nadu handloom weavers attract customers in already using smartphones in India users of 3G data, with 82 per cent North India. The textile outlet, backed by the Government of are getting addicted to it in a big way being first time users of smartphone. Tamil Nadu, early this year inaugurated a modern showroom with over 45 per cent smartphone The study also revealed that only 14 in Bangalore apart from two new stores being opened - one users saying they cannot think of per cent users have a fixed broad- each in Bangalore and Mumbai, recently. The opening of going to bed without their smart- band connection at home, which showrooms was in line with the objective of consolidating phones tucked beneath the pillow. further indicates a healthy growth existing business to attract younger audience, it said. This has been found in a study for 3G services. by Ericsson Consumer Lab called Smartphones are also emerging as ‘The Promise of Mobile Broadband’. the preferred means of accessing the Jaquar> One of the largest manufacturer of faucets, the The study was conducted between internet with one out of three users company is gearing to transform into a complete bathroom November 2011 and January 2012, reporting them as the only means to brand. It plans to manufacture everything that goes into the covering 5,000 smartphone users access internet. Furthermore, it says bathroom, including ceramics, sanitary ware, wellness prod- between the age group that three out of every ucts, flushing systems, glass enclosures, geysers and lighting products. It is also increasing its focus on the export market of 15-45 across the five users prefer using MARKETING and the institutional segment in India that contributes 35 per county, to gauge the Teens between internet via a smart- cent of its sale. It is targeting revenues of `1,700 crore this early impact of the phone despite having 13 and 18 years financial year, up from last year’s `1,300 crore. roll-out of 3G in India. multiple devices at According to the in the metros home. report, the level of and tier 1 towns There is also sig- The company will The consumer durables division of addiction is so extreme Godrej Appliances> are the heaviest nificant difference be ramping up Godrej Group, is planning to open 25 exclusive brand outlets that 28 per cent peo- users of 3G data, between the men (EBOs) in 2012-13. The company will open its retail outlets ple claimed to forget and woman as far as its manufacturing through the franchisee model. Currently, it has two plants for about their surround- with 82 per cent smartphone usage capacity by nearly home appliances: Mohali ings, when they are being first time is concerned. While 50 per cent to (Punjab) and Shirwal engrossed in their men use smartphones meet the demand. (near Pune). It plans to smartphones, while users of to find directions, set up another in the 34 per cent users said smartphone. women use them to south in next four years. that smartphones have socialise. Men spend encroached on their thrice the time using quality time with their loved ones. Google Maps than women, who Jawed Habib> The popular hair stylist, who runs a The report also points out that instead talk and text more. Women chain of more than 300 salons across India, is all set to take while users expect more from the spend nearly 3 hours 38 minutes per his venture global in a strategic partnership with Procter 3G services, there is low awareness month playing Angry Birds, which & Gamble (P&G). While P&G will not pick up equity in the about mobile data plans with 28 per is about 50 per cent more than what venture, it will provide bridge financing and help identify cent buying 3G data plans think- males smartphone users spend. locations as well as the kind of services to offer and how. ing it includes unlimited data usage. Lastly, it revealed that Smartphone So far, Habib has finalised plans to set up three salons in This is leading to bill shocks among shipments in India are growing at a London and one in Singapore. It plans to open more than 50 the consumers and further develop- very fast pace thanks to a decrease salons in international markets over the next two years. ing the opinion that their respective in entry price for smartphones. operators are not offering fair price. Currently, around 3 million smart- Other concerns like low network phones are shipped every month, Royal Enfield> The 119-year-old Anglo-Indian motorcycle quality, handset battery draining though it is considerably lower than maker with a cult following, has brought its distinctive bikes faster is also impacting the uptake of overall mobile shipments of around into the modern era with new and quieter engines.