Flaunte January 2013 Edition - New Delhi Institute of Management

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shrank by 62% from previous year. Although the frontrunner of a smart phone was Nokia, but it was overtaken by Apple and Google with iPhone and Android terminal respectively. The reason behind this was that it keeps on focusing on their Symbian OS too much. Currently three-quarters of smartphone’s OS is occupied by iOS and Android, but Nokia did not apply for that mainstream. Despite of this, many market analysts say that Nokia will return back to its numero uno position because of its strong balance sheet and positive aspects of the company's other non- handset businesses. They claimed that the company had bright prospects if Smartphone sales started picking up. Sales of the company's Lumia smart phones have picked up, and the stock popped up because of it. Nokia also has a strong competitive advantage over its competitors in china, after it has signed a deal with world’s largest carrier by subscribers China Mobile. Nokia is selling its Asha feature phone successfully in India and China. According to the data, they have sold 9.3 million Asha phones in India alone which give it a hope of continuous strengthening of its market status.The company also has huge opportunities in emerging markets. The company will be releasing the Windows 8 powered Lumia 620 in India in February, which should help generate and meet Smartphone demand in the growing country and boost sales for Nokia. As Windows 8 picks up, there should be more sales of Lumia worldwide as well. Nokia has also acquired Navteq,a leading provider of mapping and location data, for $8 billion in 2007. It supplies GPS systems like Garmin and Magellan, online map services. The Navteq location data is one of the best assets they have, which will differentiate it from others The Nokia strategy in alliance with Microsoft, makes sense. But only, if it is successful, it will take time and a lot of money. Nokia is beating expectations and appears to be successfully turning itself around, but it still faces many threats. Competition from iOS and Android will remain intense. Nokia has great future, especially until when its key patents are not being liquidated Nokia has a bright future if it continuously strives to improve its core business and introduce new products which is better and more efficient than its competitors. Raymond – ‘Kamasutra’ gets a new definition By Himani Mehrotra Prima facie, one may get carried away with erotic and sensuous thoughts but at the end of the day it is a mere energy drink and nothing more than that. Incorporated in 1925, Raymond Group is one of India's largest branded fabric and fashion retailers. It is one of the leading, integrated producers of worsted suiting fabric in the world. The Group
owns apparel brands like Raymond, Raymond Premium Apparel, Park Avenue, Park Avenue Woman Color Plus & Parx. In addition, the Group also has business interests in readymade garments, designer wear, cosmetics & toiletries, engineering files and tools, prophylactics and air charter operations. A joint venture of the Raymond Group and Australia’s Ansell International owes a renowned brand ‘KamaSutra’. Recently, KamaSutra, has decided to extend the brand line to energy drinks segment with the launch of KamaSutra (KS) E Drink after its entry into deodorants two years ago. KS E Drink is an extension of the company's fast moving consumer goods - condom and deodorant - under the KamaSutra label. According to the brand, the energy drink market is valued currently at 200 crores and the brand aims to establish itself through its bold identity and positioning. Over the years, Raymond has epitomized the picture of the alpha male who is bold, fun, adventurous and energetic. In keeping with this positioning of the brand , we launched KamaSutra condoms 20 years ago with an innovative and interesting marketing campaign. Today, the brand has a range of men’s and women’s deodorants in exciting variants and fragrances, in addition to condoms. The Energy Drink is the newest addition to the KS product portfolio that strengthens this bold and young positioning of the brand and thus becomes a natural extension for the KS brand." Kamasutra energy drink is a powerful beverage with an exclusive combination of ingredients. The drink is a broad category of beverage that developed for times of increased cerebral and physical exertion. It increases performance, increases concentration and reaction speed, improves vigilance, improves the emotional status, stimulates metabolism and boosts strength. The drink has been created to address the taste of the adventurous and energetic urban young. It is this very positioning that inspires the product's tagline - "Get the KS Energy". One can drink it at food zone with food, it can also be mixed with other drinks, at work when the day begins to stretch out( energy for the day), in discos and parties (energy for the night), while driving to avoid tiredness and increase alertness. KSE Drink will be initially launched across metro cities over the next six months.It is available in two flavors that is X- Fruit which is a mixed fruit flavor and X- Berry which is a mixed berry flavor ,a 250ml of the latest energy drink is priced at INR95 ($1.75). Drink will compete with brands such as Red Bull, Tzinga, Horsepower and Gatorade. Raymond is eyeing 20% market share in the $37m Indian energy drinks category over the next two years. The energy drink market is valued currently at 200 crores. To promote the product there will be a lot of sampling so as to make people like the product and taste the product. Moreover, events will be organized and the products will be made available in the right kind of outlets and chains to begin with. Thus, there will be many opportunities and challenges that will be faced by the brand kamasutra to extend the brand line in energy drinks or caffeinated beverage sector.
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