VIDEO CONFERENCING - CONNECTING TOMORROW

Happy new year to all the readers of markettracker. Wish a happy & prosperous journey to you.

We came to know about interaction virtually few decades ago. With the development of communication technology worldwide companies were engaged to find cost effective measures,while Erickson introduced first commercial video conferencing solutions. With the continuous development of technology it has reached to this point of time when companies are thinking truly to deploy it , use it, gain from it.

The market players who enjoy a major stake in the developing market of virtual communications, are - Adobe, IBM,Microsoft etc.But the cost being huge to implement this system , medium & small companies can not afford to think of deploying it.So there is a gap in the market itself where any nicher can enter with by-pass attack. Believe me, that has happened recently when Intellisys, an indian origin company, introduced VENNFER systems for making video conferencing into reality for those companies with various added features.
It is a complete IP based video conferencing software solution built on state-of-art Microsoft Technologies as well as Open source platform that enables real time audio, video, and data communication over LAN, WAN (leased lines, VSATs, VPNs) and broadband by using TCPIP multi casting technology thus conserving real time bandwidth in case of synchronous audio and video delivery at multi point locations thus, providing a highly interactive communication medium. This product has distinct utilities of top management face to face meetings, sales presentations,brain storming sessions,corporate trainings,employment interviews,e-learning etc.

Besides the filling of gap in the market place, Vennfer has differentiated itself by introducing many essential features

1)multiple video delivery system - displaying many video windows at a time

2) Programme sharing - ppts, excel sheets, white boards can be shared instantaneously.

3)Switch user mode - administrative control of the programme can be shifted to other users.

4)SMS shooter - sending sms to alert group members about the info of meetings.

5)Slide Generator – This feature helps to multi cast different PPT slides as well
as animations or other image files among the administrator and the client.

So Vennfer has ultimately reduced multi cast cost & allowed higher band width at lower cost,runs on any kind of network ,helps in integrating all applications on all platforms. It must be remembered that a Indian company is getting ready for a severe head on collision in the market place of virtual business communications. The volatile price of fuel, travel restrictions & the need to improve the trade communications will drive the future video conferencing worldwide.It is time to innovate technology for the domestic firms which will enable the affordability of the system in the market.

It's Time to shop in recession

World is facing the scorching heat of recession. Not only we have reduced our daily expenditure to match the increased price of products, companies have been forced to reduce their cost to remain competitive in the market where it is loosing orders from even loyal customers - the effect is transmitted to the employees in the form of pink slips.

Sometimes back I told that some companies does not care about recession(read Recession? Whoa cares?). Now it's time to shop for few smart companies .Like ITC & Accor group are in the race for acquiring the six hotel properties of Unitech all over India. The global auto sector is the worst hit of recession. So the suppliers of auto parts has experienced steady decline in their sales. So cash rich companies like Amtec Auto is also aiming to aquire Unitech properties at the reduced market price. British firm private equity firm Duet group has acquired three hotels in India also.

If we watch Indian aviation sector, it is a war-torn picture like Pearl harbour. For last few years, this sector has seen bloodbath which initiated employee lay offs, cancelling of new aircraft orders & increased air fare. But the hero is Go - Air, who has a concrete plan to add 20 brand new air crafts to its fleet this year.It is also in search for new partners for flying global.

Indian BPOs are concerned about new political environment of US. It has already lost a significant revenue due to global turn moil. But Indian firm Aegis has led the way by acquiring Philippines based company -People support for USD 250 million.

So it is a time to be en cashed by those firms who have managed themselves efficiently. Those smart firms will be able to leverage this opportunity to lead in the post recession market. Indian firms have this extreme opportunity as they are more cash rich firms compared to the western countries.

PASSION FOR FASHION

Last week we saw one of the biggest events of the world fashion -The miss world competition. It is a platform to showcase the fashion quotient of world renowned designers. Its now BRICS , South Africa also has been included in the elite club where it can attract the world attention what ever it does.

This year also we saw the dominance of the BRIC countries. Russian beauty Kseniya Sukhinova left behind rest of the world at the D stage of Johannesburg on Dec, 13. Parbathy Omanakuttan stood second & continued India's claim to be fashion hub of the universe(refer to http://www.missworld.com/). Congratulations to the Keralian beauty who has given us a scope to be proud as Indian at the time when we are worried about our country's security. South Africa has received the world attention for organizing the world class event efficiently.

Take the role of the south african govt. who left no scope to enhance the brand image of SA. The Johannesburg tourist company(JTC) took several steps to accommodate over a billion who came to watch the competition. JTC fought hard to take the competition on their soil this year.The initial venue was Ukraine. But a brief war between Russia & Georgia led the organisers to yank the event. Hongkong was the next destination. JTC snatched that event by using their political & business competence. Miss world, 2008 showed that the host is capable enough to organise any international events in the future(The 2010 football world cup is coming up there).

JTC tried hard to show the uniqueness of African fashion endeavour. The challenge was to promote the local fashion industry on the global platform. JTC hired Adam Levin and Jenny Andrew, renowned design consultants, to guide the local budding designers for maximizing their potential to redefine the African fashion talent. we saw cross selling efforts of JTC also. With the help of department of arts & culture they demonstrated a craft exhibition showcasing several South African handmade products products ranging from pottery, wire furniture, decorative ornaments, telephone wire and South African ethnic inspired fashion accessories.

So World has experienced the incredible South Africa which capitalised this opportunity to enhance the share of mind of a wider range of international consumers for in house products. India has also an unique opportunity to showcase it's potential segments at the Commonwealth Games in 2010(India is the host of Common wealth games ,2010). Its the time to not only show the diplomatic power for snatching international events but also up sale & cross sale the brand image.

Recession ? - Who cares ?

FIAT 500

Auto industry is one of the most severely hit by US recession mainly. Three biggies of Detroit are concerned about their existence in the business. Next month we can again expect a bailout package offered by FED bank to save those heavy weights.

BMW MINI COOPER

But few companies like Daimler, Fiat & BMW have a reason to cheer , because small cars like SMART(Daimler), 500(FIAT) & MINI COOPER(BMW) don't care about the slowdown of auto sales. They are not only showing sales increment over the months but also have offered the parent

companies a hope to survive.

But what is the reason of this contradictory behaviour of these kind of models? Colin Couchman, the auto analyst of GLOBAL INSIGHT said " If you make cars that are nice, keep their value over time & give people a good deal of pleasure on a daily basis,people will buy them." The volatile crude price may have convicted the consumers & the trendy looks along with the brand have converted them into purchasers.

ETHICAL MARKETING

Can products be marketed ethically? I would like to say "Yes".

"Procter & Gamble Co. and Unilever have battled over many things over the decades, from soap shares to spy scandals. But the latest battleground may be the most surprising and intriguing -- a race to show who's best at saving the world.
Nothing indicates the growing hold "ethical marketing" has on the industry better than the concept's growing embrace by the world's two biggest spenders. While both have been engaged in such efforts for years, they're talking about them, and particularly advertising them, like never before . Unilever has won honors in global ethical reputation ranking from PR monitoring firm co valence in 2007 & Columbia University's Botwinick Prize in business ethics,
in part for such efforts as Dove's "Campaign for Real Beauty" which aims to reach 5 million girls with self-esteem programs. In fact, the line between doing good and marketing has become blurry enough that Dove's "Evolution" viral video had to be yanked from a not-for-profit classification at the last minute to qualify for last year's Film Grand Prix at Cannes.

How P&G can be out of the competition of recognition? It will be hard to do more communicating than P&G already has done. At least eight P&G brands have active ad campaigns touting environmental or philanthropic efforts, everything from Always and Tampax supporting efforts to keep African girls in school by providing them with free sanitary-protection products to Pantene collecting locks of hair for cancer patients. Two of those efforts already are leading to new-product launches, in the cases of Pantene and Pur water filters. Pur has one of the most elaborate cause-marketing efforts -- a $20 million program that aims to purify 2 billion liters of water in Africa and save 10,000 lives by 2012.

Unilever's Mr. Havelock said "A great product at the right price is the entry point,once there, a company or a brand that has a social responsibility position or a sustainability position will then have an edge over other brands."

At last one of the Porter's 5 forces , Rivalry, has generated enough synergy among the rivals to track a route to differentiate themselves by worshiping the humanity.

AXE EFFECT - LIVE CHOCOLATE,DREAM CHOCOLATE, SMELL CHOCOLATE

When it comes to chocolate, you would think a major brand like Hershey’s product portfolio. But this time Axe came out with chocolate image to attract youth segment which it perceives to be the greatest revenue potential in the future.

Axe, is a brand of male grooming products, owned by Anglo - Dutch company Unilever ,who manufacture a range of products in the health & beauty, household cleaning, food and ice cream categories. Axe's lead product is a deodorant body spray. The brand also includes deodorant sticks, roll-ons, anti-perspirants, aftershaves and shower gels.Not too long ago, we talked about Axe’s new Axe Day/ Axe Night ad .

As you probably know, Axe campaigns are famous for showing how weak women become with a man wearing Axe.Well, Axe has decided to try out another approach with its new chocolate man. This time it seems Axe is aiming at the "nice guy." No more sensual lighting or women ripping their clothes off. This time Axe has created an ubber delicious looking man, and we see women clamoring to get a piece of him (or his chocolate face and arm). He seems like a do-gooder thanks to the cute music, the chocolate sprinkles he puts on some ice cream cones, and the box of chocolate fingers he takes with him to the hospital. Ultimately, his goofy, guy next door wave lost him his arm, which can’t help but touch the good girls’ hearts. Is it safe to say, as Axe does, that women want him and men want to be him?

Enough is enough, right? You want to see this chocolate man in action, don’t you? Here you go:You might be wondering what the connection is between Axe body products for men and chocolate. And right you are! Specifically, the ad is for Axe’s Dark Temptation body spray, which is meant to give men a sophisticated chocolate aroma. The message to men is that with Axe Dark Temptation body spray they can become as irresistible as chocolate. Axe has also created a Dark Temptation website where visitors can download icons, see the chocolate man ad, play the Dark Temptation online game (available in English and Spanish), and enter the Dark Temptation sweepstakes.

VIRAL MARKETING STRATEGY OF UNILEVER

A week ago or so, São Paulo, the biggest city in South America stopped to watch 40 hot girls only on their underwear. The women were provocatively eating hands and feet shaped chocolate bars at the windows of buildings located on the main areas of São Paulo. No need to say the people passing by got astonished and shot pictures and videos– some of them you can check out on YouTube.The story spread fast through the Brazilian blogosphere and won press coverage in the main local media.

The happening is said to be the first great viral marketing strategy in Brazil this year. It pointed on Google Maps where the hot ladies were standing and linked the girls' profiles on Orkut, the most popular social network in Brazil.The mystery created a big buzz and in less than 24 hours bloggers found out the connection between the event and Axe dark Temptation chocolate man.