Saturday, May 28, 2011

Who is She?

Came across this wonderful post on and thought it important to share with all our brand friends. Read on.......
Let me guess. Your target demographic is a young mom?

Thought so.

Here’s a refresher on who she is:

She Is Not Paying Attention to Your On TV

“In broadcast primetime, ad recall levels are 8 percent lower among moms 25-54 than non-moms of the same age and the general population. Nielsen has found that the ads that resonate most with moms are often family- and convenience-oriented with relatable characters/situations, sentimental tonality and good natured humor. A heavy focus on products/services tends to reduce ad effectiveness among moms. For moms, the 30-second sitcom (or drama) might just snag her much-divided attention.”

read more here;

Monday, May 23, 2011

Are FMCG brands frustrating their online audience?

One of the things that FMCG/CPG marketers in the digital arena are significantly emphasizing is their endeavor in charting out effective & result oriented marketing tactics for their brands. Things have changed from GOG(gang of girls) days. Today even the less "digital savvy marketer on the block," does'nt shrug his shoulder, but with astute confidence, presents his brand plan: at least a 50 slider brand journey anchored by the Internet.

The key metric to measure this endeavor being :

1)No.of likes on FB and likes
2)Community strength and quali based transactions happening on the campaign environment (downloads, games...)
3)No of registrations, click through s etc
4)and plethora of other analytic jargon to mesmerize stiff upper lipped audience

Whatever be the ultimate campaign objective, it is important to ensure that customer in the online environment doesn't travel the path to frustration too often.As a digital campaign enthusiast i would love share with you one such disaster that i bumped on to recently-a shampoo campaign where the promise was to deliver the "clicker" free sachets.

Click here to see journey of frustrated online customer>>

AaramShop not only has the ability to hybrid the above features in a seamless manner but also lays down a delivery mechanism of the most important phase of communication- "bagging the brand/product." As we test this mechanism in the beta launch scheduled early June this year, we will be sharing with you insights on consumer's as well as channel's involvement in this process.

Do share with us your feedback and you can write to

Sunday, May 22, 2011

Modern retail makes a big splash

Hindustan UnileverI

As per a recent report in Times of India Modern retail has doubled its share to 10% of the Indian retail landscape in just three years. Its contribution has gone up from 5% in 2007 to 10% in 2010, according to internal estimates by the country's largest consumer products company, Hindustan Unilever (HUL). While this reduces the general trade pie to 90%, experts said general trade would continue to remain large.

In a presentation of investors, HUL said modern trade's presence in major cities like Hyderabad, Gurgaon,Bangalore and Chennai, is even higher, at an average of approximately 30% of the total retail pie. This, said marketers, is a pointer to a change in consumption pattern.

Read the full report here;

Thursday, May 19, 2011

McVitie's from United Biscuits will now be featured on AaramShop

McVitie's biscuits that have been enjoyed the world over since 1850 will now be featuring on AaramShop. Baked to perfection, McVitie's biscuits are made with the finest and wholesome ingredients.This range of biscuits is available in more than 100 countries and have been operational in India since 2010. Its whole wheat based biscuits are a rich fibre diet and are have no trans fat and artificial colors added to it.

AaramShop will soon offer its shoppers the exciting range of United Biscuits. To know more about the company and its exciting range of biscuits click here>>

You can view one of McVitie's exciting international commercials.

Wednesday, May 18, 2011

Top 20 Trends in 2011

The 2011 Trend Report is now available at, and you can see all of the hottest consumer trends for 2011 in fashion, design, pop culture, eco, tech and advertising. Enjoy.

Shopper's online vs offline behavior.

For brands managers & owners in search of Empirical Analysis on the shopper behavior Across Online and Offline Channels for Grocery Products, there is good news; The Journal of Interactive Marketing recently published it’s research and the highlights are as under;

  1. We find that households are more brand loyal, more size loyal but less price sensitive in the online channel than in the offline channel.
  2. Brand loyalty, size loyalty and price sensitivity are closely related to household and product characteristics. Light online shoppers exhibit the highest brand and size loyalties, but the lowest price sensitivity in the online channel. Heavy online shoppers display the lowest brand and size loyalties, but the highest price sensitivity in the online channel. Moderate online shoppers exhibit the highest price sensitivity in the offline channel.
  3. offline differences in brand loyalty and price sensitivity are largest for light online shoppers and smallest for heavy online shoppers.
  4. The online offline differences in brand loyalty, size loyalty and price sensitivity are larger for food products and for sensory products.
Related reading; Enabling Social Shopping on AaramShop

Monday, May 16, 2011

CMO's Share Top Insights on the Bottom Line of Social

See how CMOs use — and measure — social media, from 2009 to 2011.

Download your free copy of "CMOs on Social Marketing Plans for 2011: What's the Real Value of the Customer Voice?"

Metrics on Shareable Web Coupon Campaign

Coupons are hot, and given the persistent hang of the “new frugality”, they seem likely to remain so for a good while. But getting those coupons into the hands of shoppers who will redeem them – and even more, getting them to shoppers who are likely to return to purchase again once the couponing’s done—have proven to be difficult problems.
In the 30 days the Jimmy Dean D-lights coupon campaign ran, more than 64% of users who came to the microsite opted to refer the coupon to their friends and get the higher rebate. Of those referrers, more than 70% of the sharing was done via email, while 27% of users shared over Facebook, and 1% each over Twitter and MySpace.

Introduction to the online FMCG market.

Soft drinks on shelves in a Woolworths superma...
FMCG marketing isn’t necessarily about an immediate purchase, either on or offline. It’s about getting your brand front-of-mind and setting yourself apart from the competition with a great product and even better advertising creative so that when they are on their shopping travels, it’s you they want to buy. In this sense, online is no different from traditional media – you can reach vast audiences and provide engaging executions that help you stand out from the crowd in a busy, fickle market. But what you can also achieve with online is interaction and talkability. Whether you’re promoting shampoo or fizzy drinks, nappies or mascara, with digital you can develop relationships with consumers, encourage brand loyalty and use the online community to build a buzz around your product and communications.

Read more here;

Sunday, May 15, 2011

Supermarket chains distribute mobile coupons via apps

Two major issues in going online with grocery.

All our research and informal interactions with shoppers and FMCG business managers (retailers and owners) point towards two issues why the online grocery /essentials business model has not taken off yet;

1. The inability & unwillingness of shoppers to wait for days for delivery of essentials. The shoppers do not view shopping of essentials in the same light as buying books, etc. online.

2. The reluctance of a majority of shoppers to use their credit cards for essentials shopping. This is not only true for grocery but across most internet based businesses.

Other concerns include the need to experience the purchase, personal selection of goods.

AaramShop, by vertue of it's unique hybrid retail model eliminates the two of the largest concerns expresses by shoppers. The hybrid retail model ensures that the purchased items get delivered in matter of hours and not days and that too without the escalation of the price. And the model eliminates the need of credit card purchase completely.

Saturday, May 14, 2011

The Aaram Widgets will help close the loop.

A large quantum of digital marketing and advertising in the FMCG / CPG category undertaken today is effective in creating brand awareness and even desire, however are not able to close the loop. While brand owners spend a lot of time, effort and monies on creating websites, fan pages, online engagements like games, etc., they are unable to drive sales / complete the sales from the web – which leads to limited interest in the digital space. (this is different in other categories like durables where e-commerce addresses the concern)

AaramShop Brand Widgets will change this over time by enabling brand managers / owners to easily create and embed widgets into their digital assets like websites, facebook pages, web banners, etc to ensure that where ever the consumer is interested he can get the product delivered to himself/ herself with ease and at the time of his / her choosing.

Brand Widgets can be created by subscribers at the Brand Engagement Center.

Widgets are standardized visual element of a web page in the form of scroll bars, button, drop-down list, and text box or entry field. It represents a wider scope of information contained in a website. Widgets can be placed in your website such as blogs, business website, or to any profiles of social networking sites you are subscribed to.

Widgets help a website to be proactive and drive more traffic and our AaramShop Brand Widgets are designed to help address immediate interest of consumers in that brand.

Thursday, May 12, 2011

Retail by Google.

Here is an interesting article (a little dated) which talks about Google's plans for and based on it's acquisition of Will this lead to a senario where-in Google ends up competing with fashion boutiques now ? The technology is fascinating.

Five Key Steps to Mastering Mobile Marketing

It’s no surprise marketing with mobile devices in mind is a focus for Chief Marketing Officers now. In March, IDC reported that it expects the global market for smartphones to grow 49.2% in 2011, with over 450 million smartphones, up from 303.4 million shipped in 2010.

Also consider the growth of tablets. Up to 47.9 million tablet PC units are expected to be shipped this year, and 79.6 million next year, according to the latest J.P. Morgan forecasts. In all, this represents a $35 billion annual revenue opportunity, says the investment firm. And they are not all iPads. This dizzying array of new tablets including the BlackBerry PlayBook is causing a major disruption in the marketing department.

Compounding the problem, online transactions continue to grow at a rapid pace. Today, eight out of 10 consumers shop online at least twice a week. ABI Research estimates there will be 20 times more data and 40 times more mobile transactions by 2015. The report adds that mobile online shopping is expected to triple annually and rise to $119 billion in the same timeframe. Businesses today are struggling to find ways to create more contextual experiences to the right devices.

Wednesday, May 11, 2011

Retail forecast for India.

Total retail sales in India will grow from US$ 395.96 billion in 2011 to US$ 785.12 billion by 2015, according to the Business Monitor International (BMI) India Retail Report for the second-quarter of 2011. Strong underlying economic growth, population expansion, the increasing wealth of individuals and the rapid construction of organised retail infrastructure are key factors behind the forecast growth. With the expanding middle and upper class consumer base, there will also be opportunities in India's tier II and III cities.

Mass grocery retail (MGR) sales in India are expected to undergo tremendous growth over the forecast period. BMI predicts that sales through MGR outlets will increase by 218 per cent to reach US$ 27.67 billion by 2015.

Easyday Market opens in Mysore

Bharti Retail, a wholly owned subsidiary of Bharti Enterprises, has entered the South India market with an Easyday Market outlet in Mysore. The store at Jayalakshmipuram is spread across 36,000 sq.ft and offers customers an everyday low cost shopping experience, high in-stock levels and close to 13,000 products.

Tuesday, May 10, 2011

Two in Three Consumers Use Online Coupons: Survey

More than two-thirds of U.S. consumers say they have downloaded a printable coupon from a Web site, according to a new report from marketing research firm Morpace.

The Morpace Omnibus Reportfor March 2011 found that online coupon use is slightly higher among females, 72% of whom reported printing out coupons from Web sites, than among males (59%). Consumers with annual household incomes over $50,000 also over-indexed on printing online coupons; 71% of respondents in that category reported doing so, compared to 61% for those from households with incomes under $50,000.

Tuesday, May 3, 2011

Ecommerce—The Fastest Growing Channel for CPGs

Consumer packaged goods giant P&G has indicated a desire to source 10% of its sales online. Given that it currently sources less than 1%, that sounds like an aggressive goal but one that it is putting its formidable resources against delivering. Many other CPG companies from Kraft, J&J and General Mills to Pinnacle Foods are placing a strategic imperative on the etailing selling space.

Sunday, May 1, 2011

Print specifications for Value@Home Vouchers.

Please ensure all artwork for printing of Value@Home vouchers is supplied in line with these specifications. Artwork received that is not in line with these specifications may be subject to amend charges. AaramShop cannot accept responsibility for print errors or late deliveries where artwork has been supplied incorrectly.

If you have any questions please do not hesitate to contact the studio - click here to email your enquiry.

Files should be supplied including bleeds. Print will be returned at the finished sizes. Please ensure all artwork is centred within the document page. Please ensure no excess artwork remains on the artboard.

DL finished size = 210mm x 99mm, with bleed = 216mm x 105mm

All artwork supplied that requires a particular imposition or folding must be accompanied by printed proof that is imposed and folded as required.

All artwork must include a 3mm bleed on all sides (see size above), all text and images should be at least a further 5mm from the crop guides, this is because cutting can only be accurate to about 1.5mm when chopping small items like flyers. The easiest way of thinking of this if you are uncertain, is to ensure the background image goes right to the edge of the file and that all text, logos, etc are at least 8mm from the edges. To ensure correct printing, an appropriate border will be added to all artwork supplied without correct bleeds.

All non-vector artwork should be supplied at a minimum of 300DPI. Any artwork supplied lower than 300DPI will print blurred. EPS and Illustrator files should have the final output set to 2540. PDF’s should be set as follows; overall resolution of 2540, individual line art resolution of 1200DPI and individual bitmap resolution of 300DPI.

Unless specified all colour printing is full colour and should be completed and saved in CMYK process, AaramShop cannot take responsibility for any unexpected results experienced from artwork supplied in non-CMYK colours. Please delete all unused colour swatches from the colour palettes. Do not use Pantone or similar colours unless pre-arranged for specialist jobs.

Maximum ink coverage must be no more than 240%, we recommend a vibrant black is created with 100% Key, 40% Cyan & 20% Magenta. Any thin text and/or artwork will not appear crisp if ink coverage is supplied too high.

All fonts used should be embedded (PDF’s) or converted to outlines (EPS, Illustrator). We can accept Mac fonts for Mac generated artwork but cannot accept any artwork that requires PC fonts. If Mac fonts are supplied, please ensure all and only the correct fonts are supplied, including both the postscript (printer) and screen fonts.

If using the transparency functions in Illustrator and Freehand generated files transparencies must be flattened and the files then converted to PDF or bitmap (TIFF or JPEG) before supplying. Transparency in vector programs is still in its infancy and Out of Hand can not accept any responsibility for any unwanted results if this is not done.

Please ensure that no elements of the design are set to overprint unless specifically required. We cannot always check for this and it is likely to generate unexpected results.

You should not change imposed picture sizes in Quark, the files should be re-sized in Photoshop / Illustrator and then imposed at their full size. You should also not use the text display attributes (Bold, Italic, etc) in Quark, instead use font families with suitable choices. Both these options may not work when the file is ripped and may generate unwanted results.

Please save all Photoshop files as either uncompressed TIFF files or Photoshop EPS files. All Photoshop files must be flattened prior to saving, TIFF files saved with layers or EPS files containing vector information may not work correctly when the file is ripped and may generate unwanted results.

Please convert all files generated in Coreldraw and Corel Photo-paint to bitmap files; (TIFF or JPEG). Saving Coreldraw documents as EPS files is possible but may alter the artwork - if you wish to do this please open the EPS files in Illustrator or Freehand to check they are as expected, or impose in Quark and print a postscript file and again check that they are as expected.

Flyposters should be saved at 300DPI to A4 dimensions in Greyscale, preferably as a JPEG. No bleed is required, but please note, printing can not be right to the page edge due to the grip the machine requires. The total coverage of black must be no greater than approximately 40%, an extra charge will be applicable for artwork required with greater than 40% black coverage.

We advise that artwork is generated only in the following design programs; Photoshop, Illustrator and Acrobat, AaramShop cannot accept responsibility for any unwanted results from artwork originally generated in any other package (Please see the special note above regarding Corel which it is possible to use). This is especially true of ‘office’ programs such as Microsoft Word, Powerpoint, etc regardless of what options are available for final saving.

Artwork should be saved in PDF, EPS, TIFF, or JPEG format. Alternatively a Mac generated open application file can be supplied using one of the following applications (and previous versions). Please remember to include all fonts and images required (We cannot accept open PC files):

Adobe Photoshop 7
Adobe Illustrator 10

Files should be supplied uncompressed wherever possible; Stuffit / Drop Stuff may be used to compress files if necessary.

Ideally artwork should be supplied on a CD or Zip disc. Artwork may only be emailed if the file size is less than 10 megabytes, please phone to pre-arrange this. All files over 10mb should be uploaded to our website, again please phone first to arrange this.

Zip discs will be returned with completed printing. CDs will not be returned unless specifically requested at time of order. We also do not hold any supplied artwork.

All artwork must be supplied with a colour proof, AaramShop cannot accept responsibility for any printing errors if no proof is supplied. All non bitmap artwork sent digitally must be sent with a clearly labelled JPEG proof.

We aim to check and prepare for print all artwork as soon as it received, if you need to amend your artwork and re-supply it you must phone the office to arrange this. AaramShop cannot accept any responsibility if incorrect versions are printed when multiple versions have been supplied where no telephoned instructions have been given. If the files are complex and take significant time to prepare for print a charge may be made for re-supplied files.


Post artwork to:
511, Kailash Building,
Kasturba Gandhi Marg,
Connaught Place,
New Delhi - 110001

Email all colour artwork to

Artwork will only be processed on receipt of written, fax or e-mail confirmation of the full order and receipt of payment, or authorised Purchase Order where agreed credit terms exist.

Standard terms and conditions apply, available on request.

If you have any questions please do not hesitate to contact the studio.