Dettol, the 76 year old brand of Reckitt Benckiser has been the epitome of hygiene amongst it customers for many years now. Not surprising enough, it has announced that the brand is on the verge to achieve Rs 1000 crore even before the year ends. When its competitors like HUL (Lifebuoy and Lux) have been losing their market share, Dettol has managed to maintain a steady growth amidst the competition. This can be mainly attributed to its focused brand positioning of germ protections. Smart strategic moves involve its stable pricing, well thought brand extensions and accessibility through smaller packs. Although Dettol has added a wide array of products like liquid hand wash, body washes, soaps, shaving cream it still has managed to make the brand distinct. The consumers have associated Dettol to be the bodyguard against germs and infections. The brand’s endorsement from the Indian Medical Association has only added to their advantage.

The July figures have shown Rs 900 crore, so the milestone of Rs 1000 crore is not an uphill task. Dettol has also left no stones unturned when it comes to promoting it products. Different promotional campaigns have been made to cater to the urban, semi urban and rural to spread awareness on hygiene. Attractive packaging and constant effort to keep their products fresh in the later stages of product life cycles has been commendable. Other forms of promotion like wall paintings, vans and dealer boards have been challenging where one fifth of the advertisement spends are made. The sales of Dettol soaps have rocketed by 35 percent since the introduction of small packs in the rural market.

Via: Business Standard

AT & T has come up with a new video commercial “Shedding Style” which features singer Mary J Blige singing her latest single “The One”. AT & T is promoting new range of phones as well as the new single of the singer. This is of course not the first instance of a musical collaboration for promotion. Some days ago U2 collaborated with Blackberry. Singers are becoming most sought after brand ambassadors for cell phone companies.

The commercial itself is not so intriguing. The singer is shown shedding clothes and style, donning new ones and of course she also shows off new AT & T cell phones matching her each style. The idea of a phone for each style is put in a rather straightforward manner. The song is nice and her fans will surely love this one.

Unfortunately apart from stylish full keyboard phones this one doesn’t speak about anything else. The focus is more on style rather than add-on features and services of the latest offering of AT & T. The brand ambassador, her shedding of style and her song steals the show!

Via Coloribus

This is another of interesting tie-ups for promotion of both Ireland’s famous band U2 and Blackberry mobile phones. Though, this is not a first partnership for U2, since the band was also involved in promoting Apple and iPhone. But U2 has now officially switched from Apple to Blackberry for a reason.

Apparently Research in Motion’s BlackBerry phones will introduce an exclusive application called U2 Mobile Album, thus, BlackBerry loves U2, will promote the band and its music exclusively. U2 diehard fans will be able to listen to their new album, watch music videos, get all the newsupdates about U2 from U2.com, check concert and ticket sales dates and also locate other BlackBerry users at the concerts. In fact one will be able to track down others with the help the location map of each concert stadium – dots indicating other BlackBerry users and the band (see the pic). Amazing features one must say. Of course iPhone has done this before for other bands but this is first exclusive one for U2 fans using BlackBerry.

Sales of BlackBerry handsets will surely surge at least among the U2 fans when it hits the markets. Hope fans will remember to switch off their cells during concerts when the band plays!

Via Obsessable

MasterCard is launching a huge marketing campaign that includes television spots, print, online and mobile campaign. They are gifting their lucky consumers with travel packages and a ‘perfect’ pair of jeans to break in during the travel. It is an intriguing campaign indeed during these difficult times of recession. But nevertheless it reminds one about the need of a good adventure and a pair of good jeans.

This campaign is designed by McCann Erickson, New York. The television spots which will be seen from July 1, 2009 will feature classic scenes of Marilyn Monroe, Marlon Brando, Carlos Santana and others in jeans. The point being made is that the perfect pairs of jeans are priceless. The website will have more detailed information about registering online to win prizes. Consumers can enter the contest by using Master Card for regular shopping during July 1, 2009 to Aug 31, 2009. The grand prize winners will get all paid travel package for a destination of one’s choice and a pair of jeans. There are other daily, weekly prices too.

The jeans and travel concept is interesting and this is an innovative promotion and marketing campaign. In spite of and because of recession people will get bit by the travel bug and will be tempted to escape drudgery and worries in a pair of perfect jeans!

Via EarthTimes

Some writers think that traditional publishing is the best way to validate authors. On the other hand, there are some who believe that prestige and reputation, more than resources and machinery, have put traditional publishing houses on the top rung of the publishing business hierarchy. 

What is generally perceived as the alternative to traditional publishing is the non-traditional way that is often referred to as ‘self-publishing.’ Non-traditional publishing is generally defined as ‘vanity press.’

Vanity press or ‘subsidy press’ is ‘a publishing company that applies its ISBN to a book and charges the author for the cost of production. The author receives only a few copies of the book, and is promised royalties on those copies that might be sold by the subsidy press.’ Vanity press is another term for subsidy press.

The term ‘self-publishing’ is perceived to be misleading. An ordinary author, if he wants to be a ‘published author,’ cannot possibly publish his work by himself. He will still need publishing machinery (production, promotion, marketing, sales, and distribution).  It takes more than personal cash and personally-acquired ISBNs and LCCNs associated with the author to make him a published author. 

Self-publishing or subsidy press or vanity press will always remain an alternative mode of getting oneself published. It will never be mainstream. The concept of the e-book has also not taken off. 

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Via cnet/TOMORROWVILLE/How Publishing Really Works

The Japanese clothing brand, Uniqlo have arrived ast a new strategy to promote their new heat Tech Inner wear. They decided to take the less traveled path by adopting the notion of a “giant human vending machine” to distribute a few thousand outfits absolutely for free on the 18th of November at Times Square in New York.

You might be wondering the purpose of this human vending machine. Well, this will be operated with the help of two mimes; a male and a female, which will be placed inside the machine and they could be seen through the glass. Uniqlo representatives, both men and women dressed in silver bodysuits will be seen around the Square holding a thermograph scanner. The device identifies cold spots in your body. After this, you just have to push a button on the vending machine and the mimes will do a synchronized and choreographed routine. After which, your outfit comes out automatically.

The catch is, only one size that fits an average body type will be distributed. If you wish to grab your share, make sure you are at the right time at the right place.

Via: Psfk\Uniqlo\Nymag