BRAND EQUITY 29TH AUGUST 2012

Presented by:
Jal Desai (120) Ankush Ghadia (37) Himanshu Dhadnekar (33) Chirag Sadhwani (77)

Submitted to:
Prof. Priyanka Shah

NIELSEN'S SHOPPER TRENDS STUDY: EVOLUTION OF THE INDIAN SHOPPER

India's new breed of shoppers are not only gravitating toward modern retail but also shopping for bigger and better deals. Nielsen's Shopper Trends Study sheds light on the evolution of the Indian shopper over the last seven years. The annual study takes place across 52 countries to understand shopper attitudes and behaviour

1. Big Format is a Big Deal in Asia, but tiny in India.

2. Every second shopper is looking for Deals.

3. MT dominates the share of wallet of one in five shoppers.

4. Every second Indian shopper now actively looking for promotions, one of the most sensitive amongst Asias emerging markets. 5. Sizable & Growing MT in India.

BRANDED GOLD & DIAMOND JEWELLERY ATTRACTING INDIAN BUYERS:

First the good news: India consumed 125 tonnes of gold in pure jewellery form in the April to June quarter of 2012. "That will be more than what the entire US market will consume this year," reckons David Lamb, managing director, jewellery, World Gold Council (WGC), an association of the world's leading gold mining companies. "Spending your money on jewellery is so much cleverer than clothing that you will throw away or get bored of." Most Indian brides already know that. The challenge is to convince them to pick up the branded stuff rather than ounces of it from their family-friendly neighbourhood store. The Gitanjali group, which has some 20 gold and diamond brands in its portfolio, is boldly going forward with an FMCG mind-set. The group works with 70 designers, is constantly introducing new designs and its brands are present at 3,000 of an estimated 500,000 jewellers in the country.

FOCUS ON BLACKBERRY'S ALERT ICON 'SPLAT': WILL RIM'S NEW AD CAMPAIGN HELP IN ITS TURNAROUND?
The campaign focuses on the asterisk, called the splat (or the spark if you are talking to its fans from the website Crackberry.com), a design element that has been part of BlackBerry for years. Josy Paul, chairman and chief creative officer at BBDO who also owns an iPhone, claims to reach for his Black-Berry first thing in the morning and cottoned on to the fact that the splat worked as a call to action, giving notifications of messages, email etc.

BEST & BEKAAR ADVERTISEMENT

MOOV : Presenting this week's best and worst of Indian advertising, judged by our consumer panel. A young couple enjoys a game of cat and mouse at the top of the charts thanks to a pain-relief ointment. Meanwhile at the bottom of the table a car brand has stalled. Time for an oil change, perhaps?

This commercial probably received a few 'Aaaww's. Two married twenty-somethings enjoy an idyllic marriage - he watches cricket on the telly, she makes lunch and serves up a feast. The romance is still alive, even after a kid, except for a niggling pain in the back that threatens to spoil the fun. That's when the brand arrives and saves this young marriage from the deluge. Our panel approves

CHEVROLET : Halfway through this spot the hero, the brand, the car, makes an appearance. By then it's little too late because the remote's in hand and the channel has been switched. This story, a young man leaving the nest and his doting father in order to venture into the big city and embark on a new life journey, leaves our panel scratching their heads. With every car brand focusing on rishtey (relationships), they might just let slip away the most important rishta of them all - the one between the car and the consumer. Our panel, for now, is breaking all ties with this spot.

GLOBE TROTTER: TEA TIME FOR COCA-COLA

Coca-Cola isn't used to trailing the competition. Yet that's the position the beverage giant is in when it comes to the fast-growing ready-to-drink tea category - and it's gearing up to do something about it, according to Ad Age. Its weapon is Fuze, the juice-and-tea brand Coca-Cola acquired in 2007 for an estimated $250 million. The marketer is planning a major first-quarter marketing campaign for Fuze, which is also getting a new-product infusion. This summer Fuze rolled out five new flavors that will be available at fountains and in a variety of packages by year's end. Still, Coca-Cola has its work cut out for it. Fuze had less than a 0.1 per cent share of the tea category in the first half of 2012, according to Beverage Digest. And Coca-Cola will get weaker before it gets stronger. Come New Year's Eve, Coca-Cola and Nestle's licensing agreement for Nestea will be terminated in the US, though the companies will continue to partner outside the US.