Brandspeak
Vinod Giri  , Director Marketing, SABMiller India Limited

<p align=justify>The absence of focused brand building, low focus on consumer, and relying on incentivising trade have resulted in this market being ‘under-consumerised’. Now there is an emerging focus on consumer-focused branding and marketing across parameters like pricing, promotions, positioning and other factors. Only recently has consumer centric branding come into play in the Indian beer industry.

exchange4media Staff Feb 23, 2006 12:00 AM

Sachin Bhatia  , Co-Founder and Chief Marketing Officer, MakeMyTrip.com

Our marketing strategy is to do intelligent spending. We are targeting netizens and credit card holders. We offer guaranteed low airfare. This apart, we are targeting TV channels, outdoors and print mediums for our campaigns. Terror warnings do affect inbound and outbound traffic. That’s why we are focusing on the NRI market. An NRI has to return home. Moreover, we have found that the travel industry bounces back the fastest despite the terror warnings.

exchange4media Staff Feb 21, 2006 12:00 AM

“Consumer-centric branding has come into play in the beer industry very recently”

Vinod Giri, Director-Marketing, SABMiller India, says the absence of focused brand building and reliance on incentivising trade have resulted in the Indian beer maarket being ‘under-consumerised’. SABMiller’s brands account for a third of the Indian beer market.

exchange4media Staff Dec 14, 2005 7:12 AM

David Jensen  , Senior VP, Communications & Investor Relations, Genpact

<p align=justify>“When we were part of GE, we were known as GE International services or Gecis. When the ownership structure of our company changed last year when GE sold 60 per cent of the equity to two private equity forms – General Atlantic and Oak Hill – it made sense to create a new name that reflects our independent status and better communicates our value proposition.

exchange4media Staff Dec 13, 2005 12:00 AM

David Jensen  , Senior VP, Communications & Investor Relations, Genpact

<p align=justify>“When we were part of GE, we were known as GE International services or Gecis. When the ownership structure of our company changed last year when GE sold 60 per cent of the equity to two private equity forms – General Atlantic and Oak Hill – it made sense to create a new name that reflects our independent status and better communicates our value proposition.

exchange4media Staff Dec 12, 2005 12:00 AM

“HDFC Bank’s marketing initiatives are successful as we have the numbers to back our claims”

HDFC Bank is possibly the only bank in India, and one of the very few in Asia, to have embarked on a data-led marketing analytics campaigns initiative, using marketing automation technology provided by Unica, says Ajay Kelkar, VP & Head-Marketing.

exchange4media Staff Oct 20, 2005 8:17 AM

Jayashree Mohanka  , Senior General Manager,Marketing,, Eveready Industries India Ltd

<p align=justify>Eveready has a simple philosophy, of providing the best portable power suitable for consumer needs. With this as the guiding principle, we have focused on innovation, keeping pace with offerings as power needs evolved… Our logo is forward-looking, contemporary and dynamic. The tag-line, the ‘Next Century of Power’, says it all. The Eveready story is not about past glories but continued innovation and domination for at least another 100 years.

exchange4media Staff Oct 17, 2005 12:00 AM

Punita Lal  , Executive Director, Marketing, PepsiCo India

<p align=justify>“Frankly, it’s (the cola wars) not about attacking each other but just about keeping the cola industry alive. And consumers really wait for the battle. It’s not like they swing their choices, but they do enjoy the colas slug it out. And for sure, we haven’t become quiet, in fact, we are speaking more.”

exchange4media Staff Sep 20, 2005 12:00 AM

“The cola wars are not about attacking each other but to keep the cola industry alive”

Punita Lal, Executive Director, Marketing, PepsiCo India, claims Pepsi is clearly the choice of the youth. The company has worked hard to get there, speaking to the youth consistently, single-mindedly and innovatively, and that is “a position we have never vacated”.

exchange4media Staff Aug 25, 2005 7:24 AM

Shashi Arora  , Senior Vice-President, Marketing, Kotak Mahindra Bank

<p align=justify>“Kotak is one of the few entities in the banking sector that has a complete range of financial products ranging from retail banking products to insurance to online share trading services to offer to all its customers. This makes our proposition superior and different to all other players in the market. We are focused on what the customer needs rather than what we have to sell.”

exchange4media Staff Aug 24, 2005 12:00 AM

“Kotak is focused on what the customer needs rather than what we have to sell”

Brand research shows that Kotak has an unaided TOM recall with 1/5th of its targeted audience. Shashi Arora, Senior VP, Marketing, Kotak Mahindra Bank, says the bank will stay with its proposition of “Think Investments. Think Kotak” to achieve a TOM recall for at least 50 per cent of customers who have an investment mindset.

exchange4media Staff Jul 20, 2005 7:22 AM

Loren Neuenschwander  , MD, Atlantic Region (Europe and India), Delta Air Lines

<p align=justify>“Our brand stands for the same values across the world. The brand has had different taglines across the years. But the connect has always been to service. In the 70s and 80s, we said ‘We love to fly, and it shows’. Later in the US, we said, ‘Good. Goes Around.’ The brand has always communicated the service aspect. Delta stands for the common courtesy, the unexpected acts of kindness. The concept is universal, but the campaigns are adapted internationally to suit specific markets.”

exchange4media Staff Jul 19, 2005 12:00 AM

Chennai to act as gateway to South India: MD (Atlantic Region), Delta Air Lines

According to Loren Neuenschwander, MD, Atlantic Region (Europe and India), Delta Air Lines, Chennai will act as a gateway to South India. The airline has recently started direct service from Chennai to NYC via Paris. He said, &#8220;Our Mumbai operation has been highly successful and Chennai will act as a gateway to South India. Since we fly via Paris, it serves as an ideal gateway to European destinations too. With a high degree of economic development happening here, we see travel going up a great deal in both the business and the leisure segments. The growth rate in terms of tourism is not proportionate to the economic development. There is a huge potential here.&#8221;

exchange4media Staff Jul 1, 2005 7:33 AM

Rakshit Hargave  , Chief of Marketing, Domino's Pizza India Ltd.

<p align="justify">“Branded pizza market stands at about Rs 275 to 325 crore. We have close to 60 per cent share of the delivery market. But if you look at the total market, that is delivery plus dining plus takeaway, we would have a 40 per cent market share.”

exchange4media Staff Jun 30, 2005 12:00 AM

'Branded pizza market stands at about Rs 275 to 325 crore'

According to Rakshit Hargave, Chief of Marketing, Domino's Pizza India, the company grew 40 per cent over the last year. He said, "Branded pizza market stands at about Rs 275 to 325 crore. We have close to 60 per cent share of the delivery market. But if you look at the total market, that is delivery plus dining plus takeaway, we would have a 40 per cent market share."

exchange4media Staff Jun 6, 2005 7:39 AM

Chetan Shah  , Country Head, Pepe Jeans London

<p align=justify>“All Pepe advertising campaigns portray the brand identity, represented by the youth who speak of an attitude that says ‘I am what I am.’ The visuals are strong and captivating, creating a deep impact on the target audience.”

exchange4media Staff Jun 4, 2005 12:00 AM

"All Pepe ad campaigns portray the 'I am what I am' attitude of the youth"

Pepe Jeans London works on a 360-degree approach in its marketing communications strategy, involving both above-the-line and below-the-line activities. Billboards and print advertising constitute Pepe's ATL strategy. TV campaigns do not find much favour because of fragmented viewership, says Chetan Shah, Country Head, Pepe Jeans.

exchange4media Staff May 13, 2005 6:19 AM

M Suresh  , General Manager — Sales, HDFC Standard Life

<p align=justify>“Our frontline sales force is our brand ambassador, and mammoth time and energy is spent on training them…As for advertising, it’s a tough task since the category is rather generic. You can’t get into specifications of an insurance policy on television in a matter of a few seconds; you can only convey the broader picture.”

exchange4media Staff May 12, 2005 12:00 AM

Vijay Jain  , CEO, Orra

<p align="justify">“Since the launch of Orra, we have consolidated our position as the serious diamond player with an exhaustive price range. The entry-level pricing starts at Rs. 5,000 onwards and goes up to Rs. 700,000-Rs 1000,000. ”

exchange4media Staff Apr 16, 2005 12:00 AM

Shantanu Mukerji  , Brand Manager, Dior Watches

<p align=justify>“Seduction, creativity and femininity are the words that best describe the distinctive Dior style. Dior, the French fashion house established in 1947, sets the trend each season. In 1975, Dior instituted its watch collection as a crucial fashion accessory at the heart of the couture brand.”

exchange4media Staff Mar 21, 2005 12:00 AM