Advertising & Marketing


Parlaying the Parle brand
With a cache of funds to play with, Parle Agro is extending the brand to a host of new food categories where MNCs dominate.

`We look at advertising as a process'
Lorenz C. Andersen, Managing Director of the London-based Buy Systems International (BSI) was recently in India to meet Indian clients and re-acquaint them with his company's services. BSI, which had its origins in Denmark, and later moved to London is i nto testing the effectiveness of communication, and operates in over 80 countries around the world.

What makes e-tailing tick?
Certain product categories, such as books and music, are readily amenable to Internet shopping. Even FMCG products may be amenable to Internet shopping.

Growing the beanstalk
With its Beanstalk brand of computers, HCL Infosystems is going the whole hog to offer home-users the ultimate out-of-the-box experience.

Metering the Net
MR agency TNS Mode has unveiled a new tool, NETMeter, to monitor

Creating imagery around water
Aquafina, the mineral water brand recently introduced in the Indian market by Pepsi, claims to challenge the might of Bisleri. How can the equity of the Pepsi brand be leveraged to push sales of Aquafina, which is reportedly targeted at the youth segment ? Would the targeting put off non-cola consumers? At a macro level, is it wise to use the brand equity and marketing strategy of an established product to sell another not-so-similar product? For instance, while cola and water both quench thirst, their c onsumption patterns, target profiles and product experience are different.

Three-sixty degree marketing
When Pepsi first came to India, they had a tough time. Proclaiming ``Yeh hi hai right choice, baby'' across TV channels did not do much to improve the brand's consumption pattern in India. Nor did it help dent Thums Up's market share.

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