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Retailer, December 2013, Vol.8 No.10 THE ‘SMALL SCREEN’ EFFECT!
he growing popularity of serials and shows on the ‘small screen’ and its ability to easily ‘connect’ with a large audience across the country just can’t be ignored by retailers and consumer-based brands. And, increasingly these brands are reorienting their communication and marketing strategies toward product placements and sponsorship of prizes on popular TV shows, in a bid to break the ‘clutter’. It’s no surprise that Amitabh Bachchan announces on Kaun Banga Crorepati the winnings of a participant by displaying a Axis Bank cheque, while Zicom’s ‘CCTV’ monitors every movement of participants in the Bigg Boss 7 show and Prestige’s products are suitably integrated in the storyline of SAB TV’S ‘Jo Biwi Se Kare Pyaar’ series. Cynthia Gokhale, Marketing Head, Zicom said, “This tie up helps spread awareness for ‘CCTV’ systems amongst the broader community rather easily.” Striking a similar view, Jagdeep Kapoor, Chairman and Managing Director, Samsika Marketing Consultants, said, “It helps to integrate a brand in viewers’ daily lives and create strong recall for the product range.” Winning formula Senior advertising professionals were unanimous that this ‘clutter breaking’ strategy works effectively when a brand fits into the overall theme of a particular TV show or series. In addition, the television audience must be able to quickly understand the features and utility of a particular product, and its relevance in their daily lives. Suvadeep Ghosh Majumdar, Vice President and Business Head, Leo Burnett, said, “A serial and brand integration should be seamless and done skillfully. In addition, brands need to pay careful attention to selecting appropriate programmes to partner with.” Several brands including Zicom highlighted that this strategy helped them to grow their sales, but senior executives at these companies also stressed on longer-term benefits including greater awareness and branding. Chandru Kalro, COO, TTK Prestige, said, “It’s a ‘win-win’ partnership for all.” Clearly, the persuasive power of the ‘small screen’ just can’t be ignored.
Retailer, November-2013, Vol.8 No. 9 RECREATING THE ‘MAGIC’
Consumer-based brands are increasingly leveraging the nostalgia theme in their advertising and communication strategy, with their taglines increasingly reverting to those used five or even 10 years earlier. The reason – a particular campaign of earlier years still ‘connects’ a brand with its target consumers rather easily, and it helps to also reduce promotional expenditure by nearly 10 -15 per cent, say experts.
Retailer, October- 2013, Vol.8 No.8 THE ‘RIGHT’ FOOT FORWARD
Sanjeev Agrawal, MD, Skechers, South Asia, knew that they were amongst the last few entrants in the rather competitive branded footwear segment here and needed to be aggressive. And, consumer-centric promotions and building a distribution network were viewed as key for their success.
Retailer October 2012, Vol 7 No. 7 What do we expect from FDI?
Finally the speculation on the much awaited 51 per cent FDI in multi-brand retail comes to an end with the cabinet allowing the same. The mood is upbeat within the retail industry and speculations amongst the industry stalwarts are already making rounds about which labels will make an India entry and how much money will pour in. The Indian retail sector stands at about $450 billion with organised retail accounting for around five per cent of the total market.