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“Out of the $10 billion plus worth of PE deals announced in 2007, $6.2 billion are from the top 10 international investors. Most of these investments have gone into growth and late stage capital. The exception to it is in real estate sector where new ventures have got significant funding, but again these ventures have huge land banks and hence are from a different dimension,” C.G. Srividya, Partner, Corporate Advisory Services, Grant Thornton, India told 4Ps B&M.

“Even if one compares Venture Capital and PE activity in India and China, investors prefer China over India for early stage investment,” said Arun Natarajan, founder, Venture Intelligence, India. And it is so despite India receiving more funds by way of PE or Venture Capital, as compared to China. There is a clear dearth of seed and early stage investment capital in India with just 6.9% of capital going to that stage, as compared to 12.5% in China and 29% in US.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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DETTOL

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Just a whiff of Dettol, and one immediately remembers their last encounter with a cut or bruise. Right?

Here is a brand that needs no introduction. The flagship brand of Reckitt Benckiser, Dettol has soothed the nerves of many a harried mothers and guardians for decades. In fact, such is its popularity that Dettol has almost become a generic name in the category of antiseptic lotions. Though competitor Savlon’s entry made a dent in their monopoly, yet Dettol clearly remains the market leader. To cash in on its brand equity, Reckitt Benckiser has launched various extensions of the brand, each revolving around the basic Dettol forte viz. germ protection – Dettol Sensitive Liquid Hand (enriched with glycerine), Dettol Cool Soap (with menthol) and Dettol Body Wash (in the new modern format of a shower gel), to name a few. The brand’s new summer campaign (on air from May 20) is also a hit. Chander Mohan Sethi, Chairman and MD, Reckitt Benckiser India, says, “Dettol’s strategy over 2006-07 has been all about innovation and delivering better solutions to our customers, while highlighting the need for germ protection in their lives.” No guesses then, as to why this brand has gone up by 3 notches to sit perched at Rank 52 in the current year.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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Surf Excel

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They may have slipped in the rankings, but Surf Excel remains the most popular detergent!

Ever heard of a detergent that praises its foe? We have one on our list which says ‘Daag achhe hain’ very confidently. For any other brand, it would have been difficult to convince the customers about the product with such a paradoxical statement, but for Surf Excel, which can easily be called as one of the most powerful detergent brands of India, it seemed a cake walk. FMCG Analyst Harish Bijoor says, “Surf Excel is an interestingly managed brand. With the ‘Daag achhe hain’ campaign, they caught the pulse of the consumer, leading to excellent brand management.” What’s more, the brand not only focuses on its generic space of a detergent but also on making a social difference in the lives of its consumers. Surf Excel’s social awareness campaigns like ‘Do bucket paani ab rozana hai bachana’ and the scholarship campaign for unfortunate students too endear the brand to the morally responsive Indian consumer.

Right from ‘Lalitaji’, representative of the true-blue cost-conscious Indian woman, till the inspiring storyboards of today, Surf Excel has done it all and in style! Yes, P&G’s Ariel did become a worry for some time, but then Surf Excel kills its enemies after applauding them all the way, right?

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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Crafted for Controversies

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The debate for censorship rages on...

Ever wondered why some ads, that rubbed you the wrong way, suddenly disappeared from the scene (much to your relief though!)? Well, it was ASCI (Advertising Council of India) which was at work! One of the recent most complaints that reached this self-regulatory body is of the Amul Macho TVC (also featured in our ‘Bakwaas ads’ section last issue). While ASCI has now given a clean chit to this ad, yet the meaningless vulgarity hurts viewer sentiments. The ad shows a young woman washing her husband’s underwear with very suggestive actions and an irritatingly persistent (yeh toh bada toing hai) jingle. The commercial continues to invite the ire of many who feel it’s unfit for general viewing.

It maybe a general perception that only a small, relatively unknown brand will indulge in indecent advertising to grab attention, but one look at the list of complaints that ASCI has received in the past is enough to break it. Ads of giants like P&G, Coke, Hero Honda, Garnier, et al, have been objected against for several reasons and after ASCI’s intervention they had to pull out their campaigns in several cases and modify them in others. But when it comes to indecent advertising in the recent past, there have been complaints against XXX contraceptives (there was a huge controversy with Sharmila Tagore objecting vehemently to it), the GenX premium briefs from Lux Industries (something similar to Amul Macho), Hidesign leather products (for exposure of woman) and Lux Body Wash’s Desktop Calendar (now every girl can be a **x symbol, **x in the morning and night makes your skin glo...). All these resulted in withdrawal.

The controversy has again raised the question of censorship in advertising. In the case of self-regulation (ASCI), the procedure takes minimum 1-1.5 months, which is long enough for an advertisement to put its point accross. Gaulbert Pereira, General Secretary, ASCI told 4Ps B&M that “sure it takes time, but there is no other body which can put so much pressure on advertisers. Censorship will increase both time and cost.” He adds that they are working out a system where ads will be vetted before the telecast and advertisers will be free to take advice or reject it. Well, till then, no choice but to tolerate the ‘Yeh toh bada toing hai’ stuff!

Edit Bureau: Surabhi Agarwal

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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