Lux with Nepali Karishma
Within barely two years of turning a schoolgirl into a glamorous model for its fairness
cream, Nepal Lever Ltd. (NLL) has now scored another marketing point against its global
competitors in the Nepali market. The company’s recently relaunched Lux will now be
recognised as a beauty soap of Nepali film stars.
While all the other foreign brands of beauty soap available here are still using
foreign language ads dubbed in Nepali but featuring foreign models, a new ad for Lux has
Karishma Manandhar, a heart-throb of Nepali film industry, endorsing the product, thus
helping to localize the brand.
But the development also has one more aspect to it. Endorsing Lux in a 30 second TV ad
filmed in Bombay by Shamin Desai of "Shot in Dark", as the shooting company is
called, Karishma joins the league of foreign film stars including Ginger Rogers (in late
1920’s), Meena Kumari, Madhubala and Aishwarya Rai, who have endorsed Lux. As all of
them were regarded the number one in their respective fields in one year or the other,
Karishma too can claim to be recognised as the prima donna of Nepali film industry. As of
today, the industry does not have a generally acceptable system of recognizing anyone as
the number 1 star. But Karishma’s association with Lux is believed to have made her
one.
It is not a normal relaunching of Lux, however, say sources at Thompson Nepal (P) Ltd,
the Nepali subsidiary of Lever’s ad agency worldwide. The product, positioned as the
beauty soap of film stars worldwide is now improved further with 72% TFM (Total Fatty
matter), they point out. Priced at Rs. 15 for a bar, improved Lux is now presented in
three varieties - milk cream, honey and almonds.
Choosing Karishma (the word means miracle) for the ad and signing one year contract
with her for Rs. 200,000, NLL has made another tactical move as well. As was reported in
the Asian Wall Street Journal recently, the producers of foreign brands in Nepal have been
facing a dilemma to find a high degree of bias among the Nepali consumers against
made-in-Nepal labels, causing difficulty in selling the local products in the local
market. Making Nepali celebrities endorse the local products is expected to change that.
NLL has been trying in this direction for the last couple of years with its Fair &
Lovely fairness cream and the campaign to promote the locally produced cream as of
international standard is believed to be a success. May be, that experience will be
repeated in Lux as well. If that happens, Nepali film stars may find one more avenue for
making good money. Though they were used occasionally for product ads in the past, the
success has not been so encouraging. For example, Karishma herself had modeled for a local
brand of toothpaste when she was over a decade younger than she is today. But the brand
was not successful. However, times keep on changing.
Now It’s Colour World
Asian Paints (Nepal) (Pvt.) Ltd. is to open 10 Colour World outlets in Kathmandu valley
and one each in Pokhara, Biratnagar and Butwal making it easier for the customers to
choose and select a paint colour of their preference.
To be available in the shops of Asian Paint dealers, the computerised facility allows
the customers to select any blend of over 6,000 shades which will be delivered within
minutes, say reports quoting the Nepali subsidiary of India’s Asian Paints.
Almost similar facility has been available in Nepal from another paint company, Jenson
& Nicholson (Nepal) Pvt. Ltd., which introduced it early 1999 under the brand
Instacolour.
Admission Season
Search of Professional Private Sector in Education
With the culmination of new admission season in higher secondary schools, interesting
ads are available to savour not only by the parents and fresh school graduates but also by
marketing freaks. By the time this report is printed, the admission season will be over.
Still the samples make interesting readings, and reveal a trend that is fast growing in
the country’s education sector.
The season this year follows a gap of about two months during which the new practice of
provisional admission flared some controversy this year. Yet nobody, including the
authorities of both in the Education Ministry and the higher secondary board, have come
out as yet for or against this. Same is the case regarding the ads announcing
"admission opened".
Some of those ads were printed on the daily newspapers and some others inserted as
separate sheets. One such interesting ad was from a school that claimed to be a specialist
in management. It addressed the students thus: "Attention: SLC graduates". But
below that was a question: "Why should you entrust your child to us?" An example
of confusion about who the real prospect is.
Equally interesting is another English medium 10+2 school’s ad for its language as
well as what it has to offer (see the clip). It also reminds of an ad early this year from
a high school which resembled that of resort hotel. That is enough to give sufficient
material for those who criticize private sector’s involvement in education. Perhaps
it is already late for the authorities to redefine privatization of education so as to
streamline it with the real objectives of education through private sector.
As for other trends, few schools used the photo of their buildings while many others
highlighted physical facilities including the brand of the school bus. Only a few focused
on the teaching aids and extracurricular and co-circular activities such as seminars and
field observation. Some printed even the photos of their students who scored good marks in
previous board exams, including the claim that its student topped the merit list in this
year’s class XII exams. Such attempt last year was quickly snubbed by the Board.
As an indication of the growing awareness among education providers about the career
needs of the students, some schools also promised job placements and opportunity to study
overseas.
In some cases, the ads featured the name of the Principal and Vice-Principal as well as
that of the chairperson of the school’s board of management. Again interestingly,
some names were of those who are full-time teachers in Tribhuban University which had last
year brought out a strict rule to stop the teachers under its payroll from taking any
teaching job in the private schools.
Regarding the majority of ads, the content was almost invariably the same - that the
admission in them was open and they offered courses of the Higher Secondary Education
Board in Science, Commerce and Humanities. But very few were able to highlight the
distinguishing features justifying why parents or students should opt for one particular
school.
Copying of advertising innovations made by other institutions was among the noticeable
trend. One school did it quite visibly by stretching its banners or hanging the danglers
in the same black colour and writing on its with the same golden ink that another school
has been using since its establishment some six years ago. So much so that the text on the
banner read the same: "Calling batch 2001". The only difference was the year -
2001 instead of 2000.
But the six-year old institution was quick to come up with its another innovative
banner. Its new banner, again in black colour with golden writing, advised the prospects
to call its telephone number for FAQs (frequently asked questions) regarding studies after
SLC. Apart from using a catchy and trendy management jargon it scores on another ground as
well. It does not solicit applications, but offers advice. Understandably, once the
advice-seekers come to you, it is up to you and your institution’s classroom layout,
assortment of reference material in the library, the personality, academic credentials and
etiquette of the staff and teachers and factor of similar nature that can convert the
contact into an admission.
Equally innovative was a print ad by a school established only last year. It said
"admission" was "open" in it, and gave a photo of an open gate with
the school’s name and address below. Among all the other ads from schools with
information clattered all over the space, the new institution’s was really unique.
Similarly creative was another piece by a new school that used a chair in its ad and used
some attractive words. That the ad was in colour, made it more attractive. No parent or
student could have missed it.
Career and academic counseling is a tool to improve student’s academic performance
and to help them plan their career. Started by some pioneering schools a few years ago in
Nepal, this is now fast becoming a marketing tool in the hands of some schools. One such
other school held a seminar of parents on "Counseling" and tried to make much
out of it by publicizing about the event through newspaper reports.
Compiling a chart of admission details for the schools would be interesting against all
these exercises by them. But with the number of such schools being in hundreds within the
valley itself (one newspaper report puts the number at 763 exactly) there is no denying
that "commercialization" is here to stay in this business, though that may not
necessarily mean "professionalization".
Still a question remains unanswered: What really does sell an education institution?
The teachers? The free internet surfing facility offered? The basketball court/swimming
pool? The existence of a Counselor in the pay roll? Or the brand of school bus?
By New Business Age Reporter
New Launches
Wall TV
 Syakar Company
Ltd. has introduced in Nepal 42" wide screen Plasma TV from Philips,
the state-of-the-art technology product that is only 11cm thick and so
can be hung on the wall just like a painting.
However, the product is priced at an astronomical amount, over Rs. one
million rupees, thus limiting its target market to a very small group
of buyers. But the company sources refuse to disclose the exact price.
The product also boasts of such features as 160° wide viewing angle,
high resolution picture and split screen.
"Plasma technology enables uniform, distortion-free picture and
bright, accurate colours. Plasma display is also protected from the effects
of magnetic fields. So nothing, from loudspeakers to industrial equipment,
can interfere with your perfect picture", says the company’s
leaflet.
Moreover, the product can also be made to monitor with full multimedia
for the PC with the help of VGA in/out port, it is said.
This is the first time that such a TV is commercially introduced in Nepal,
claims Syakar company, a Jyoti Group unit which has long been the authorised
distributor of Philips in Nepal and started a specially renewed effort
for the marketing of Philips brand of electronic goods since the first
quarter of 2000 by setting up exclusive Philips showrooms.
Euro I Bajaj Tempo
Hansaraj Hulaschand and Company (P) Ltd., has introduced four-stroke
Bajaj tempo to replace its two-stroke version plying presently in Kathmandu
streets.
The move comes at about four months before the date the government plans
to send two-stroke engine vehicles out of Kathmandu valley and almost
together with a report which claimed that the plan was at present suspended
following government’s decision about two months back to review the
decision.
According to the company, the new three-wheelers meet Euro I emission
standards and have received approval under Nepal Vehicle Mass Emission
Standard, 2056 from the concerned Nepali authorities.
Compared to gas tempos, battery tempos and micro-buses, the new tempos
from Bajaj Auto are going to be substantially cheaper, claims the company.
Thus it will be a good alternative for the existing tempo owners and drivers
to replace the vehicles that they have to remove by November 15, 2001.
The company estimates that a gas tempo costs between Rs. 450,000 and Rs.
600,000, while a battery tempo needs between Rs. 500,000 and Rs. 650,000.
The cost is still higher - between Rs. 700,000 and Rs. 1,300,000 - for
a micro-bus. But Bajaj costs Rs. 225,000 inclusive of VAT, customs and
other taxes. If it receives similar concessions on VAT and customs as
in the other vehicles (gas tempo, battery tempo and micro-bus), the cost
will come down to Rs. 160,000, says the Nepali distributor of Bajaj Auto
Ltd.
Therefore, the new Bajajs are going to be a cheaper alternate to provide
employment to the tempo drivers who may otherwise be rendered jobless
when the existing two-stroke tempos will be removed, it is argued.
To emphasize its concern for the environment, the company has printed
the press release on a Nepali handmade paper and inserted a card with
an appeal to save Rhododendrons Arboreum, the national flower of Nepal.
Nepali handmade paper can be 100% recycled.
Meanwhile, HH & Co. has also launched Bajaj’s new model motorcycle,
Kawasaki Croma.
Priced at Rs. 94,900 as the introductory offer, the 111.6CC bike manufactured
in India by Bajaj Auto Ltd. under technical collaboration with Japan’s
Kawasaki Heavy Industries, has wide zapper tyres, stylish trapezoidal
headlight of 45 watts and 240 mm ventilated disc brakes.
The company has also upgraded its Teku workshop to enhance its after-sales
services so as to "befit the high-tech" used in the bikes.
Emami’s Full Range Entry
India’s Emami Group has formally launched the entire range of its
beautycare products into Nepali market - after about two years of the
products being made available through local distributor.
 With 20
diverse brands in its store, the company claims to have every product
in the herbal/Ayurveda FMCG segments including creams, talcum powders,
massage oil, soap varieties, Chyawanprash, toothpowder, balms, honey etc.
The company is however using Emami Naturally Fair Pearls as its main
plank for entry into Nepal. And that places Emami face to face in competition
with Nepal Lever Ltd. which has invested heavily here to promote its own
fairness cream - Fair & Lovely.
Called by the company as "a unique fairness system", the Pearl
based fairness cream of Emami is claimed to incorporate the most recent
findings of its R&D wing to use Pearls to enhance the glow of the
skin. Hence Emami’s claim of fairness in four weeks, against Lever’s
six weeks.
Being marketed in Nepal since 1999 by Pashupati Pen Marketing, the Emami
range is receiving an "overwhelming" appreciation from consumers,
according to the company officials present in the formal launching ceremony.
Navaratna oil, Boro Plus and Sona-Chandi Chyawanprash are said to be the
other most popular brands of the company in Nepal so far.
On the occasion, Prashant Goenka, Director of Emami Group of Companies,
also hinted that his company is contemplating to start contract manufacturing
in Nepal next year. Emami has 21 manufacturing units across India and
a joint-venture in Bangladesh.
Kodak to Start Picture Kiosks
Selected Kodak Express Stores are setting up instant picture kiosks offering
digital instant picture printing facilities to the customers with the
help of Kodak Picture Marker.
 Beginning
August 2001, amateur photographers can go to these kiosks, enhance the
quality of their pictures as they like, and get digital quality photo
prints within minutes, claims the company. The facilities available are
for adjusting the brightness, zooming, cropping and adjusting the background,
among others.
Kodak’s Picture Maker also allows the customer to get better quality
reprints from old positives and negatives and also to store the images
in diskettes, thus eliminating the need for storing negatives.
Photo Concern, the Nepali distributor of Kodak products, is also offering
the machines to other photo studios and photographers. The machine is
priced at Rs. 350,000, it is learnt.
|
