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Going Offline to Cross the Line CCI NG 3.7 Product: ETMumbaiBS PubDate: 10-05-2017 Zone: BrandEquity Edition: 1 Page: BEFP User: sandeep.dutta Time: 05-06-2017 00:42 Color: CMYK THE ECONOMIC TIMES MAY 10-16, 2017 INSIDEBE GOING OFFLINE TO CROSS THE OTHER BABA: BE PEPSI THE LINE IN CONVERSATION WITH BABA SEHGAL A little-known Chinese handset brand itel shunned the online route “I DON’T CARE IF A to make its mark in India. Can it stay CONSUMER OPTS FOR A CSD OR A THI, GYM on track? SPORTS DRINK” Pepsi’s Vipul Prakash BY RAJIV SINGH MUMBAI WE PERSPIRE GAYA BORA ANIRBAN gra and Viagra, usually, give you a kick. TO ASPIRE! AWhile Viagra is sexually potent, Taj land created in association with Sachin low single digits, several quarters Agra takes you on a visual high. But By Invitation: Jagdeep Kapoor Will a sugar-free, PER CAPITA CONSUMP- Tendulkar. Already on the store running. Maybe less sugar, is quite when an obscure Chinese handset brand itel shelves are Pepsi Black, a sugar literally, what the doctor ordered. made its India debut via Agra, it turned out to health driven TION OF CARBONATED be a commercially-potent move. the twitter free cola, and Tropicana Essentials, Whatever the reason, PepsiCo’s Launched in April last year, itel has become index juice that feature a mix of fruits and healthy range is given a fair amount strategy sweeten or SOFT DRINKS IN INDIA the second largest handset brand in India in On XX 2 sour Pepsi’s summer? vegetables. Like many other 27 year of visibility in modern trade outlets IS JUST 20 8-OUNCE the fi rst quarter of this year. With 7.2% market olds, PepsiCo still likes to party, but like the one where Brand Equity share, the Chinese brand raced past home- NOT JUST maybe not all night long. And yeah, met its senior VP - beverages, Vipul SERVINGS grown Micromax and Chinese counterpart ABOUT MEN it’s seriously thinking of hitting the Prakash. And the shift is clearly Vivo, according to numbers from CyberMedia IN LABCOATS BY RAVI BALAKRISHNAN gym and losing a few pounds. among the first things on his mind. Research. But what makes the brand story In conversation MUMBAI You could praise (or blame) sev- “We are committed to changing our while others believe it’s the same.” unique in India is not its performance — it has with Abbott’s eral factors for the shift in focus. portfolio in India,” he says. Also making a comeback is what maintained the second slot for two consecutive Elaine hrough most of this Take your pick from: the im- Tropicana Essentials is a global used to be Pepsi Max, now known quarters — nor the fact that the brand doesn’t Leavenworth decade, summer was pending threat of the sugar tax, range making its debut on local as Pepsi Black. Prakash admits the sell in China. It’s the marketing approach that PepsiCo’s annual strongly rumoured to be rolled out shores, after being suitably desi-fied. sugar free category is a minuscule makes it stand out from the clutter: an IN GRAPHIC DETAIL: excuse to hit store with GST later this year. Or Indra Considering India has a long tradi- par t of the mix, only about 2% at pres- offl ine brand that’s unavailable WHY USERS GO ONLINE online! shelves and visi-cool- Nooyi, PepsiCo’s global CEO who tion of juice stalls that offer fruit and ent. Par t of the reason is taste: unlike A market survey before making On 3 ers with wave after has made no secret of her desire to vegetables mixes, Prakash is hedg- sugar which acts as a preservative in XX T an India foray helped in fi rming up wave of sugary bev- make Pepsi a healthier company. ing his bets on this premium priced its own right, artificial sweeteners the strategy. LEADERBOARD: erage. Here are some of its launches Its ‘Performance With Purpose’ vi- variant. Debuting with apple and typically loose flavour a lot sooner, While online sales accounted TOP ADS ON YOUTUBE from the years past: Mirinda Orange sion for 2025 promises “at least two- beetroot, he says a second launch for- giving them a vastly reduced shelf for a fraction of the total Mango, Mirinda Orange Masala, thirds of its global beverage portfo- tified with iron and with a different life. Prakash is counting on the new mobile phone business Mirinda Apple and perhaps, most lio volume will have 100 calories or flavour is a month or two away. formulation based on Pepsi Max and were largely ambitiously, Pepsi Atom, which fewer from added sugars per 12-oz Revive, a less sweet variant on 7Up which he claims “is a very successful restricted to urban and tried (and failed) to raise the number serving.” Or maybe its reacting to is getting greater play this year and brand in Europe; in taste tests there, Tier-1 geographies, of colas slugging it out from three to a tough local market for the CSD a reduced sugar avatar of 7Up, cur- it beats full sugar Coke.” almost 70% of the Indian +Turning Kim four. Many of these products live on category — growth has been in the rently being piloted in Gujarat, will Sugar free soft drinks have seen few population did not have Kardashian & not on the store shelves, but in the be rolled out nationally. But how are takers in India. A popular theory at- access to any form of Her Derriere memories of people who like their these products faring in a market tributes this to abysmally low per online connectivity, says soft drinks sweet and calorific. where people’s concerns for less sug- capita consumption. According to Sudhir Kumar, India CEO of Into A PEPSICO INDIA IS itel Mobile. “We understood PepsiCo’s summer launches this ar and being healthy are often at odds industry estimates, India accounts Marketing how crucial the traditional year are oddly befitting a company with their actual choices? Prakash is for just 20 8-ounce (approximately Principle COMMITTED TO channel is in the Indian that will mark its third decade in optimistic: “The test in Gujarat has 240 ml) servings per annum. CSD On XX 4 context,” he adds. the country in just three years. As CHANGING ITS PORTFO- been extremely successful. The loy- consumption in Pakistan is twice Sudhir Kumar, >Continued on Page 4 we were going to print, it announced alists have tried it not once or twice India’s size, by comparison. CEO, itel Mobile Quaker Oats Plus Milk, a product LIO IN THE COUNTRY but six times. Many prefer the taste >Continued on Page 2 CCI NG 3.7 Product: ETMumbaiBS PubDate: 10-05-2017 Zone: BrandEquity Edition: 1 Page: BEPER1 User: sandeep.dutta Time: 05-06-2017 00:49 Color: CMYK Baahubali is a shining example of ‘Make In India’. It is making waves MADE FOR INDIA 42 across the world. - M Venkaiah Naidu, I&B Minister THE ECONOMIC TIMES MAY 10-16, 2017 BY INVITATION How Baba Sehgal moved from 90s kitsch to the 21st century sales Brand guru Jagdeep Kapoor The Other Baba pitch. By Delshad Irani writes about Aspiration v/s Perspiration Segmentation t the 2015 Bacardi NH7 What was Baba Sehgal up to before he be- Was becoming a YouTuber, a Tweeter and Weekender in Pune, when came a YouTuber? Like-worthy Facebooker chance or calcu- Baba Sehgal belted out I’ve been associated with the Telegu, lated move? We Perspire ‘Going to the Gym’ and Tamil and Kannada films for the past I’m a non-political guy. I have fun thousands cheered and ten years. I’ve done over 100 songs and and I do a lot of comedy. And I had just Asang along, you’d think recently became a villain in a bilingual tweeted something about Chris Gayle it was 1992. But it was 23 film. Two and half years back I wrote and whale some three years back and it To Aspire! years after India’s first rapper broke onto ‘Going to the gym’ and released it myself got a huge response. (This tweet: Gayle the Indian music scene with Thanda because we don’t have any pop music la- is a whale and nobody can fail.) And I my old songs like Thanda Thanda Pani, Thanda Pani. Sehgal went on to create bels. Not for the last twenty years. That’s thought “Funny, man, I’ve been writ- Aaja Meri Gaadi Mein Baith Jaa, Baba Can marketers keep pace with India’s growth? Yes. If they use and un- many more hits in the 9 0s, featured in ads why a lot of artists of my generation left to ing some sensible stuff and do retweet Deewana… I perform on stages where derstand segmentation in India. India is not just a nation. It is a combi- for Pepsi and Godrej’s Jumpin, among do independent music, 17 years ago. Some ho raha hai, koi uska jawab hi nahi de only 20 and 25 year olds perform. I’m nation. It is a combination of two segments. Aspirational segment and others. And then disappeared. Or so we guys vanished, some went to Dubai. raha hai”. That’s when I realised every grateful to still be part of it. Perspirational segment. thought. Luckily I was also VJing, I was part of individual has to operate differently. I All our lives our parents, grandparents, and now us and our children, Today, at 51, Sehgal has joined the army MTV, Channel V and Doordarshan so I had a lot of content in me and wanted Your thoughts on branded content, bag- perspire to aspire.
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