Saturday, August 27, 2016

Patanjali becomes 3rd largest FMCG seller at Future Retail



Baba Ramdev promoted Patanjali Ayurved has become the third largest seller of FMCG products at the shelves of Kishore Biyani-led Future Retail.
Patanjali has become number three in sales at Future Retail's stores. The number one is HUL followed by P&G and Patanjali is at number three at our place, according to Future Group CEO Kishore Biyani.

Patanjali, which had started its association with the Future group in October 2015, is now followed by rivals like GCPL, Dabur, Emami.

Kishore Biyani confirmed that Patanjali sales are growing every month. It would grow 20 per cent this month from the previous month.

Besides, Future Group is also in talks for selling ayurvedic FMCG products of Sri Sri Ayurveda promoted by spiritual guru Sri Sri Ravi Shankar.

Future Group, which has several companies in its fold including Future Retail, Future Lifestyle Fashion, Future Consumer Enterprise, etc is expecting to end the 2016-17 fiscal with Rs 26,000 to 27,000 crore in overall revenue.

Moreover, Future Group is also planning a major expansion of its southern supermarket chain Nilgiris by adding more products and taking the store count to 1,000 in next three years.

The group, which had acquired the Bengaluru-based Nilgiris chain in 2014, is also launching new products in bakery to strengthen its portfolio.

Source: PTI | Aug 25, 2016.

Friday, July 29, 2016

Bottled Water Set to Surpass Soda as Most Consumed Beverage in US

Bottled Water Set to Surpass Soda as Most Consumed Beverage in US.

‪#‎SecondaryResearch‬

JEWELLERY glitters but doesn't strike web GOLD



TRINKETS FOR PARTIES SELL ONLINE BUT FOR LARGE EVENTS LIKE WEDDINGS, BUYERS STILL HEAD TO THE LOCAL JEWELLER

When she was in a jewellery store a couple of years ago, Saroja Yeramilli noticed a young woman whose mother was forcing her to try and buy a large necklace. "The girl was frustrated and told her mother the jewellery wouldn't go with the western clothes she wears every day," says Yeramilli, who was working with Titan at the time. And every other young woman she met seemed to echo the sentiment. "But the funny thing was, all of them thought they were unique when they said 'I am not a jewellery person'," she says.
That's when Yeramilli realized there is a market for light, everyday jewellery that young women could shop for on their own. And in 2015, she co-founded Melorra, an online jewellery brand that targets young, urban Indian women.

The e-tail boom has put more products online than ever before. Jewellery too. But jewellery remains a small e-commerce segment despite Indians' love of gold. Industry estimates that online jewellery sales accounts for a little over 1% of the total purchases. But it has grown rapidly.

A Euromonitor report pegs the Indian online jewellery market at 5,310 crore, up from 1,000 crore in 2011. There has also been some intense activity in the space in the past few months, indicating that online players may be poised to increase their share in the 4 lakh crore jewellery market - BlueStone announced earlier this week that it has received 200 crore in Series D funding, while Titan recently bought a 62% stake in Chennai-based CaratLane.

Most startups remain predominantly purchase spots for fine jewellery and low-value precious jewellery . The big wedding market is still one they haven't been able to make a dent in. In a market where a sale can touch 7 lakh, online jewellery sellers say the average size of a sale is under 20,000.

"While high-ticket transactions do happen on our portal, most sales are in the range of 30,000 to 50,000," says Gaurav Kushwaha, founder, BlueStone, which did '250 crore in revenue in 2015-16. A substantial number of visits to online gold and diamond jeweller CaratLane are to browse and buy relatively small ticket items."There have been close to 2 million visitors to the website with a chunk of visitors discovering products online and making their purchases in our offline stores," says Avnish Anand, co-founder, CaratLane."Those who do purchase online, confine themselves to spending no more than rupees 20,000," he says. Customer issues about trust and the need to touch and feel jewellery keeps them from making large purchases online, he says.

ONLINE TO OFFLINE

That realization has made several portals establish offline centres. CaratLane, for instance, has 12 physical stores in major cities.

Voylla, backed by Peepul Capital and which sells fashion jewellery in the range of rupees 300 to rupees 10,000, started as an online-only player, but launched brick-and-mortar stores six months ago and now sees 40% of sales from them. With 48 offline stores in 20-odd cities, co-founder Vishwas Shringi expects offline sales to overtake online soon. "Online is growing fast, but the base is still low. Also, the primary driver of online sales is still pricing, it's still not a destination shop," he says.

Investors and experts note that while online is a great medium for jewellery purchase, it may not become the primary platform for wedding purchases.

Karan Mohla, executive director at IDG Ventures, says online is the right platform for jewels in the rupees 500-5,000 price bracket. "The medium has gained good traction for fashion accessory jewellery. This is a monthly-buy platform that will create loyalty among the customers," he says.Mohla adds that players like Voylla, Melorra, Velvetcase and Pipa & Bella have done well selling semi-precious jewellery. "These players have opened up the platform for sellers and designers, giving wider options for consumers."

N Ananthapadmanabhan, managing director of Chennai-based chain NAC Jewellers, which has been in the business since 1917, estimates that the average ticket size for wedding purchases is 7 lakh. "The highest value sales happen for weddings, but online portals cannot tap this market as customers would want to touch and feel the product, and make their purchase with a trusted offline retailer. It is a once-in-a-lifetime purchase," he says.

DIFFERENTIATING TO SURVIVE

Still, the scope for growth for on line and for newer ventures is seen to be huge. Startups are expanding their customer base by focusing on design and newer marketing strategies.

While single-brand start ups bet on innovative de signs, some players are aggregating numerous sellers on one online platform what are called mar ketplaces.

Started in 2012 as a single brand company, Mumbai based Velvetcase transformed into a multi-brand jewellery marketplace last July. Founder and former Microsoft Asia lead Kapil Hetamsaria says women were taking to shopping for jewellery online and he was finding it hard to cater to their various demands while retailing just one brand.

"The same women who were buying jewellery worth rupees 1 lakh also wanted 3,000-earrings. As a marketplace, we cover the entire price range now," he says. The marketplace model also helped them connect unorganized retailers, who are specialists in ruby , pearl and diamond, with end consumers. The platform has tied up with 300 sellers in 28 cities in India.

Innovations like 3D printing, customization and try-it-out options keep customers hooked. Melorra does not have an inventory and manufactures on a per-order basis in Mumbai and Jaipur. Yeramilli says they sell to almost 4,000 pincodes across India. "Apart from cities, we are seeing customers from smaller towns. People are willing to spend on unique jewellery designs. And the repeat buyers have shown that we are not a niche segment anymore," she says.

BlueStone's Kushwaha says they started a `Home Try On' option a year ago to address the problem of people wanting to feel and see the pieces. "It is a habit that takes time to change," he says.

Early starters like him will likely have an advantage. The cost of doing an online jewellery business is high and there's the constant need to innovate and invest in jewellery and website design.

"It is tough for newer brands to enter the segment, giving existing players a great opportunity to scale. Besides, unlike apparel or furniture, returns of goods purchased are fewer. And since the size of jewellery is small, logistics costs tend to be lower. These give the sellers 50% margins," Mohla says.

(Source: Toi Kolkata dated 2016-07-29. Inputs from Aparna Desikan, Anand J, Shalina Pillai, Digbijay Mishra)

Happy Birthday J.R.D.Tata sir



Happy Birthday J.R.D.Tata sir.
Keep inspiring us from wherever you are!

Tuesday, March 15, 2016

Ecosport, in India, sells on its own merits



In India, Ecosport sells on its own merits and not because of its Ford pedigree!

‪#‎MarketingGyanology‬
‪#‎IndianRoadie‬

Monday, March 14, 2016

The New Population Bomb



This time it is depopulation that will seal the fate of nations.
Though the global recovery is in its eighth year, there is not a single major region where economic growth has returned to its pre-crisis average. This expansion has been the weakest in post-war history , and economists have cited various reasons for it, including post-traumatic stress induced by the crisis of 2008.
While there is some merit in such explanations, they overlook the slowdown in working-age population growth, which is dampening economic growth everywhere. Until recently , population decline was concentrated in the developed world, but now, it is starting to hit even harder in big emerging countries.

This is a critical turning point.Worldwide, growth in the working-age population has collapsed, from an annual average of about 2% before 2005 to an annual average post-war low of around 1% this year. This one percentage point drop in population growth is likely to take a roughly equal chunk out of potential economic growth, which means that the world needs to reset its expectations.

The world as a whole should probably expect long-term GDP growth more in the range of 2.5% than the post-war average of 3.5%, and emerging economies should expect average growth more in the range of 3% than 4%. In China, even 6% growth is no longer a reasonable target, since its working age population is not just growing slowly , it is shrinking.

To clarify the economic impact of population decline, i looked at all the economies that have sustained a GDP growth rate of 6% for at least a decade since 1960, and found 56 of these “miracle“ cases. In three out of four such cases, the population of working age people ­ ages 15 to 64 ­ was growing at a pace of at least 2% a year. It is thus unlikely that an economy will grow faster than 6% a year if its working age population is growing at less than 2%.

Today , the population is growing this quickly in few countries. In the 1980s, 17 of the 20 largest emerging economies had a working age population growth rate above 2%, but that number fell steadily from 17 to just two, Nigeria and Saudi Arabia, in this decade. Through 2020, all the major emerging economies are projected to have working age population growth rates below the 2% mark, including India, Brazil, Mexico, Indonesia and Thailand.

In India, the working age population is expected to grow at an average rate of 1.5% over the next five years, which is below the average level associated with economic miracles. A world with fewer fast-growing populations has to expect fewer economic miracles. Even where the population is growing faster than 2%, including smaller economies like Kenya and Bangladesh, leaders cannot assume that population growth pays off automatically for the economy .

It pays off only if political leaders create the conditions necessary to attract investments and generate jobs.In the 1960s and 70s, high population growth in Africa, China and India led to famines, high unemployment, civil strife and fears of the “population bomb“.Rapid population growth is often a precondition for fast economic growth, but it never guarantees fast growth.

Since 1960, the average number of births per woman has fallen from 4.9 to 2.5 worldwide, and even more sharply in emerging countries. In India, it dropped from 5.9 to 2.5. This decline was fuelled by rising affluence and education among women, many of whom decided to put off having children to pursue a career, and by aggressive population control policies.

China introduced its one-child policy in the late 1970s, and saw its fertility rate drop from 3.9 in 1978 to 1.5 today .That is well below the “replacement rate“ of 2.1­ the rate required to keep the population stable. Already nearly half the people on earth live in one of the 83 countries where the fertility rate is below the replacement rate.

In three of the top 20 emerging countries, Poland, Russia and China, the working-age population is not just growing more slowly , it is already contracting. In 2015, the working age population shrank in China for the first time since the UN began keeping records in 1950.

Population decline is thus high on the list of reasons, alongside rising debts that amount to nearly 300% of GDP and a massive investment binge, to doubt that China can sustain rapid GDP growth.Beijing knows this, which is why it rescinded the one-child policy last year.

It is, however, too late to defuse the depopulation bomb. Countries with shrinking populations rarely post strong economic growth. Looking at nearly 200 countries since 1960, there are 698 cases in which data for both population growth and GDP growth is available for a full decade. Of these cases, there were 38 in which the working-age population was shrinking, and the average annual GDP growth rate for these countries was just 1.5%.

In only three minor cases ­ Portugal, Belarus and Georgia ­ did the country manage to sustain GDP growth of 6% or more. This suggests that demographics will all but rule out rapid economic growth not only in China, but in many major countries.

(The writer, Ruchir Joshi, is head of Emerging Markets, Morgan Stanley Investment Management. This article has been adapted from the latest issue of Foreign Affairs and published in The Times of India, Kolkata edition on 2016-03-14)

Sunday, May 24, 2015

OOH for jeweller in Mumbai



"I did not choose my husband. But I can choose my jewellery."
A very effective 'Out Of Home' (OOH) advertising copy with high 'top of the mind' recall for a jeweller in Mumbai.

What if Mirinda condom is launched?



What if Mirinda launches 'condoms' with the same tagline it uses for its orange flavoured carbonated soft drinks.
It might be a super-hit!
The target audience for both the product categories can easily relate to the brand positioning tagline, viz. 'Zor Ka Jhatka Dhire Se Lage'.
‪#‎BrandPositioning‬ ‪#‎MarketingLessons‬ ‪#‎MarketingGyanology‬

What if Pepsodent condom is launched?



If HUL decides to launch Pepsodent condom with the same tagline as its toothpaste, the brand communication cost can be drastically reduced.
The target audience has been bombarded with the positioning tagline, viz. Raat Bhar Dishum Dishum ever since his/ her childhood & will easily relate to the words for the new product category.
Only the context stands changed wink emoticon
‪#‎BrandPositioning‬ ‪#‎MarketingLessons‬ ‪#‎MarketingGyanology‬

Thursday, February 26, 2015

Amul launches flavoured cheese spreads to attract youths

Amul launched nine great flavours of cheese spreads with full page print advertisements in leading national dailies in February 2015.
India's urban youth population is clearly the target audience.

Monday, February 23, 2015

DNA drives data storage

We've seen storage media go from 8-inch floppy discs capable of storing 80 kilobytes of data to portable drives that now hold terabytes. But despite the vast increases in storage capacity over the last quarter century, the next step in the evolution of data management could be powered by a completely different ­ and yet familiar medium ­ DNA.
Just 1 gram of DNA is theoretically capable of holding 455 exabytes ­ enough for all the data held by Google, Facebook and every other major tech company, with room to spare. It's also durable. DNA has been extracted and sequenced from 700,000-year-old horse bones, according to Jacob Aron at the New Scientist.
Swiss scientists have been experimenting with DNA storage and find that data in DNA form could last 2000 years if kept at a temperature of around 10 °C. Of course, it's still on the expensive side, but that should change if the tech takes off.

For more: newscientist.com




Thursday, January 08, 2015

Creating a winning Content Marketing Webinar Series Strategy

Webinars are a top B2B marketing tactic. To meet or exceed your demand generation goals, rather than doing a "1-off" webinar, you should consider the benefits for creating an ongoing multi-webinar thought leadership series.

A webinar series is a perfect vehicle to “breathe life” into existing content such as case studies, white papers and research reports, etc. When done right, it will amplify your brand, thought leadership and most importantly, help drive fresh new sales opportunities to your door. ​

Sunday, December 28, 2014

Deliver great 'customer experience' for positive WOM

Deliver great customer experience for positive 'word of mouth'.

What if Dr.FixIt condom is launched?

If a condom is launched with the brand name 'Dr.Fixit', success is assured because of the apt positioning tagline.
The target audience can ill-afford to forget the hard-hitting phrase!

#MarketingLessons #MarketingGyanology

What if Coca-Cola condom is launched?

If Coca-Cola were to launch a condom, they could have easily communicated with their target audience using their existing 'brand positioning' tagline, 'Open Happiness'.

Surprisingly, the positioning tagline(s) of numerous brands can be interchanged almost seamlessly with condom as a product category.

#MarketingLessons #MarketingGyanology #MarketingPundit #LaughAloud

The Blue and White gimmick



Mamata Banerjee's battle with Left has resemblance of the Pepsi-Coke marketing wars.
While the Left (Who claims that they are 'The Real thing') painted the town red when in power, Mamata's party (TMC believes they are 'The right Choice') has gone ahead and painted Kolkata's footpaths, dividers and fences all Blue and White.
However, unlike the Cola wars where the consumer benefited because of lower price, here one only sees money getting frittered away in these wasteful self indulging gimmicks!

Friday, December 12, 2014

What if Amaron condom is launched?

'Brand Positioning' is my favourite topic in marketing.
Surprisingly, the positioning tagline(s) of numerous brands can be interchanged with one particular category of product, almost seamlessly. The product is 'condom'.
‪#LaughAloud‬ but read on to enhance your knowledge in marketing.
Here's the 1st of the series. How about an Amaron condom?

‪#‎MarketingLessons‬ ‪#‎MarketingGyanology‬

Omnichannel marketing strategy

Omnichannel marketing strategy.