adgully » Kraft Foods

Tang, now made in India!

Adgully Bureau — Tue, 14 Jun 2011 01:15:37 +0000

Enjoyed by millions of consumers worldwide for many years, Cadbury India, as part of the Kraft Foods Group, recently introduced the ‘made in India’ Tang. Launched in a combination of delicious and refreshing flavours of Orange, Lemon & Mango, this ready-to-mix powdered beverage also helps in replenishing the essential vitamins A, B and C; and Iron that get depleted during the course of the day.

Convenient, affordable and refreshing to taste, Tang provides mothers with an opportunity to make a quick, refreshing drink for their children by just adding water (no need to add sugar). The yummy taste and the nutritional bundle together help her boost enthusiasm in her child and thereby create a fun atmosphere that brings out the best in her child. Tang is available in retail stores across the country in easy to use sachets, affordably priced at Rs. 4/- per sachet. It is also available in SKUs of 200 grams for Rs. 35, 500 gm for Rs. 80 and 750 grams for Rs. 115.

Commenting on the new introduction, Narayan Sundararaman – Director, Powdered Beverages, Gum & Candy – Cadbury India, said, “Tang has been available in India as an imported product in select outlets for the last four years and it already has an established equity among a niche set of consumers. We are proud to introduce made-in-India Tang, making it now easily accessible to more Indian consumers through retail outlets across the country.”

He further added, “Findings from our research with mothers and children reveal that a child’s day is no different from that of an adult, with the level of activities that they perform during the day in school and through other extracurricular activities. With its great taste and nutritional value, Tang revitalizes children so that they can have fun through everything they do during the day.”

Insight of In-Store Asia 2011

Adgully Bureau — Wed, 02 Feb 2011 02:45:48 +0000

In-Store Asia 2011 kick started on Feb 1st 2011 at the Bombay Exhibition Centre, Mumbai. The exclusive show on marketing-at-retail was a series of presentation by eminent personalities in the industry and ended with a vitalizing panel discussion.

Harish Bijoor, Chairman – Steering Committee, In-Store Asia 2011 opened his session by giving an address on ‘Insight is it!’. He stressed on the fact that today insight goes a long way in creating a better understanding of the consumer or shopper.

Shailesh Chaturvedi, CEO and Director, Tommy Hilfiger Apparels India then presented on ‘Insights on taking an international premium lifestyle icon to small towns – The Tommy Hilfiger India Story’. His presentation was enlightening and interesting.

Stephen Remedios, Head, Trade & Customer Marketing, Personal Care & Modern Trade, Hindustan Unilever Ltd. spoke at length about ‘Partnering with modern trade to deliver shopper marketing programs based on customer and shopper insight’.

Andrew Cambell, Chief Brand Officer, Reliance Retail gave a preview to what modern trade retail may look like in ten year time. He said, “Location is going to be king. There will be a fundamental shift in education and employment. The role of international retailers will be growing more than ever. The retail partners in India will also see a change.” By showing a few videos on futuristic trade, CAmbell gave the audience a good understanding of what the future may look like provided one concentrates on the present.

‘Captivating Shoppers in New Ways using Shopper Insights’ was the basis of Jim Lucas’, EVP, Global Retail Insight and Strategy, DRAFTFCB, presentation. He discussed the innovative ways a marketer could capture the attention of the shopper to get his product or brand noticed in a store.

Simon Ong, Group MD & Co-Founder, Kingsmen Creatives Ltd. gave a detailed presentation on ‘Retail design trends in Asia’. He showed through pictures the various different trends that are in use across Asia. He spoke about the importance of having a beautiful and an attractive interior structure, so that a shopper feels like entering the store. It is important for a shopper to have a good experience while he is shopping. Through various examples that ranged from Theatre kitchen concept to food courts to bookstores, the audience was captivated by his presentation.

Sudhir Pai, VP & Head of Hamleys Business (India)-Reliance Industries LTd. (Retail Business), presented on ‘Delivering in-store engagement to the shopper as well as the end user in the toy category’. He discussed as to how various initiatives can be created to ensure this sort of engagement. Through videos of the Hamleys’ store, he explained how Hamleys did it. He also said Hamleys wanted to get the formula right before they thought of expansion in this market.

The day ended with the panel discussion that summed up the day’s thoughts and ideas. Moderated by Bijoor, the panel consisted of Rahul Saigal, VP, Retail-Ogilvy Action, Naveen Keswani, AVP, Customer Marketing, Kraft Foods, Gopi Krishnaswamy, CEO, Insight Instore and Jim Lucas, EVP, Global Retail Insight and Strategy.

The panel discussion began with Bijoor asking the importance of insight. Saigal said, “Insight is trying to understand what part of the shopper inhibits buying. After understanding this, one tries to solve it.”

Keswani said on the chocolate segment, the biggest barrier is the relevance factor. “The consumer questions herself, why is she buying this bar of chocolate? Is it for herself or for sharing or gifting, she thinks to herself before she actually makes the purchase.” Therefore, he goes on to say, verbal or subliminal messages are necessary at the store level.

The discussion then shifted to sensorial messaging. Krishnaswamy said, “Smell and sight are on the top of the chart in this area. For chocolates, leveraging smell makes a difference,” he said.

Saigal was of the opinion that not enough advertisement was being done in this area, though it was an exciting space.

Bijoor then went on facilitate discussion on various other specific insights like money, superstitions, rationality and whether insights are global or local.

The panel discussion was precise and to the point and informative for the audience. | By Janees Antoo [janees(at)adgully.com]

Kraft Foods owns Cadbury and makes its footprint in developing sectors!

Adgully Bureau — Tue, 09 Feb 2010 01:15:16 +0000

Kraft Foods has owned the UK-based Cadbury, and by doing so it has become the biggest confectioner in the world, and can also expand its footprint in the developing market, including India.

Kraft Foods – it is the largest confectionary, Food and Beverage Company headquartered in the US. As per media reports, on owing the Cadbury, Irene Rosenfeld, CEO, Krafts Food said, “Owning UK-based Cadbury would enable the American confectionery giant to expand its footprint in the developing market, including India.”

Cadbury – a British confectionary company, which sells popular chocolate brands like – Dairy Milk, 5 Star, Perk and many more. Besides, chocolates, it also sells products in the snacks, beverages, candies and gums categories.

As reported by media, Rosenfeld denied the criticism that Kraft is going to ‘asset-strip’ Cadbury, and explained, “First look at how Kraft has invested in ‘Milka’ and ‘Toblerone’ – two European businesses it picked up decades ago. Cadbury is an icon. We are not going to get rid of it. It generates enormous recognition and love and loyalty. I believe it’s a very important asset in the acquisition.”

Regarding the Bournville base of Cadbury, she said, “I understand it is the heart and soul of the company. I have every desire of wanting to continue to make investments in the site… and I look forward to visiting and seeing what’s under way.”