Brand Talk

Establishing A Noodle’s Brand

Nov 30, -0001 0 2 minutes 58 seconds to read

…

Digital Signage Concept

Nov 30, -0001 0 4 minutes 20 seconds to read

…

Proudly ‘Made In Nepal’

Nov 30, -0001 0 4 minutes 11 seconds to read

…

Replica Of Brands

Nov 30, -0001 0 3 minutes 0 seconds to read

…

Media Brands

Nov 30, -0001 0 2 minutes 59 seconds to read

…

Brand Talk December 2012

Nov 30, -0001 0 13 minutes 59 seconds to read

…

Brand Talk November 2012

Nov 30, -0001 1 4 minutes 20 seconds to read

…

Luxury Brands

Nov 30, -0001 0 13 minutes 46 seconds to read

…

Brand Wars

Nov 30, -0001 1 4 minutes 11 seconds to read

…

Heritage Spa A Serene Destination

Nov 30, -0001 0 7 minutes 13 seconds to read

…

Movie Sequels

Nov 30, -0001 1 3 minutes 45 seconds to read

…

Brand Loyalty

Nov 30, -0001 0 4 minutes 13 seconds to read

…

Brand Endorsement

Nov 30, -0001 0 4 minutes 16 seconds to read

…

Savvy: Everything In Your Car October 2011

Nov 30, -0001 0 3 minutes 55 seconds to read

…

UFO: Pay Less Expect More October 2011

Nov 30, -0001 0 2 minutes 43 seconds to read

…

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No Laughing Matter

The Sweet Rewards of Power

By Madan Lamsal

. . .
read more »

NEPSE

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	&nbsp;</div>
<div>
	Noodles have become a Nepali staple. With so many new brands in the market, competition for consumer loyalty is fierce. The first homegrown manufacturer, in the early eighties, was Gandaki Noodles of Pokhara, which introduced Rara (named after a mountain lake). Then, around 1985, Wai Wai, manufactured by the Chaudhary group, entered the market with a brown, spicy, precooked noodle, which became an instant crowd pleaser in the urban centers. Along with this another brand RumPum appeared the market in late 90s.&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	In the past few years many players have entered the field, and today committed noodle fans can choose from a couple of dozen brands, manufactured by a dozen companies. Along with this, eating a noodle has been a culture among Nepalis and the business is doing well in the market as well. Here the question is&mdash;what makes noodle business sustainable among customers and in the market?&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	Entrepreneurs believe that powerful branding and quality of a product are two major factors that sustain a product. Noodle industries, too, are supportive to this fact. Every noodle industry, acknowledging this, involves itself in different branding strategies: be it a selection of catchy tags in a product or introducing different lucrative schemes or holding promotional campaigns directly targeting the potential consumers.&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	To attract consumers, RumPum had run various consumer schemes including the initial highly successful offer of putting a toffee along with each Rumpum. &ldquo;We are very conscious about the brands. We have a very strong research department and an international quality lab to check our products regularly to uphold our standards,&rdquo; shares Mahesh Jaju, Managing Director of Asian Thai Foods. Jaju adds, &ldquo;Promotional campaigns play a vital role to gain favor of the consumers.&rdquo;&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	With this increasing demand among cunsomers Rum Pum ran a massive media campaingn in late 90s targeting the 8-18 years children.&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	In the similar manner, Wai-Wai too adopted different branding policies to establish its products. GP Sah, Vice President, FMCG Division at Chaudhary Group admits that the initial days were not easy sailing. He says, &ldquo;The branding process had to be robust and scientific. We needed to be prepared for new brands that may come in the market and start competing with us. Our campaign&mdash;Hami Sabaiko Wai Wai-- certainly helped us in this regard and made the branding process quite easy.&rdquo;&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	Wai Wai also went through different other schemes as scholarship to children at schools and vitamin fortification in noodles. Wai wai focused more on making the noodle healthier by adding healthy ingredients such as vitamin.&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	Though other brands too did something similar&mdash;vitamin fortification as well as scholarships--but that of Wai Wai had a lasting effect. While other brands provided scholarship to the students in a lump sum onetime cash payment, Wai Wai paid the money to the schools of the scholarship recipients and started collecting their progress reports. &ldquo;We provided the scholarship amount in installments at regular interval so that it can have a lasting effect in the educational career of students,&rdquo; explains Sah.&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	These all show that a brand exists only through excessive branding. Noodles are great snack foods. Most the younger generation people have 10 rupees in their pocket.</div>
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	<strong>By Srijal Bhattarai&nbsp;</strong></p>
<p>
	<span style="font-size: 12px;">The advertising industry in Nepal has foreseen minor changes in the past. The traditional mediums of mass coverage like television, newspaper and radio have always made us feel their presence in our daily life. When we talk about BTL activities, the first thing that comes to our mind are the flex stands and the hoarding boards spread across the country. There has been very little presence of digital outdoor mediums for communication in the past. As a pioneer in Digital Signage concept, which began from the year 2011 at BhatBhateni stores, Media Space Solutions have seen a few companies that are trying to promote this concept. This concept will not only be useful for organizations but also for the entire advertising industry of Nepal.</span></p>
<p>
	Digital signage has a lot of meanings with significant features which is useful for advertisers as well as the audience. One of the main features of digital signage concept is that this is a totally software driven concept which helps in minimizing cost and save resources.&nbsp;</p>
<p>
	<strong>Media Space Solutions- A Brand</strong></p>
<p>
	As the first step in establishing the concept of digital signage, Media Space Solutions (MSS) empowers advertisers with the ability to reach consumers through digital signage networks. &nbsp;MSS is dedicated to providing highly effective digital advertising and digital signage network solutions as a complete integrator of electronic signage network technology and applications.</p>
<p>
	The purpose of establishing Media Space Solutions was to create various differentiated media spaces to cater all the advertising needs of our clients in Nepal.&nbsp;</p>
<p>
	<strong style="font-size: 12px;">The Innovative Platforms</strong></p>
<p>
	<strong><span style="font-size: 12px;">1. Media Space Solutions ePoPM (MSS ePoPM)</span></strong></p>
<p>
	MSS ePoPM network has been expanding since its first phase implementation at the BhatBhateni Super Markets Pvt Ltd in BhatBhateni and Maharajgunj in March 2011. MSS ePoPM digital signage solution allows you to display dynamic and eye-catching product advertisements on digital screens located at high visibility areas within the departmental store.&nbsp;</p>
<p>
	MSS ePoPM solution allows you to display dynamic and eye-catching product advertisements on digital electronic posters located on high visibility areas within stores. This results in increase in sales and brand awareness by capitalizing on the key time in consumers purchase decision making process i.e. while in front of products.</p>
<p>
	<strong>2. MSS MicroMedia</strong></p>
<p>
	MSS Micro Media is a digital signage platform that extends the communication power of information in the form of audio visual content beyond television sets at home and delivers them to citizens of Kathmandu Valley in the most efficient manner while they are travelling.</p>
<p>
	This digital signage network of 60 screens targets a daily audience of approximately 30,000 commuters along six different routes spread across the Kathmandu Valley i.e. a total of 900,000 commuters every month. This network ensures compulsive viewership inside enclosed spaces and captive reception of the intended messages and information.</p>
<p>
	The MSS Micro Media digital signage platform displays audio video entertainment content in the form of music videos, informative programs, television commercials and awareness campaigns. MSS MicroMedia is a platform which has an integrated approach to deliver intended messages and communication material to and from various stakeholders: commuters, vehicle owners, vehicle operators, Nepal Police, Department of Transport as well as companies interested in promoting their products.&nbsp;</p>
<p>
	<strong style="font-size: 12px;">3. Sajha Media Space</strong></p>
<p>
	Sajha Media Space is an on-board Digital Entertainment and Advertising Network on the soon to be launched fleet of 16 Sajha Yatayat buses in Kathmandu Valley. This digital signage network consists of 16 High Definition 24 inch screens which will target a daily audience of approximately 25,000 commuters along two different routes intersecting at the heart of the capital i.e. a total of 750,000 commuters every month.&nbsp;</p>
<p>
	The consumer recall and ROI for advertisements aired on the Sajha Media Space network is higher than the same advertisements aired on television networks with national coverage considering the advertising tariffs of the two. This network of displays currently airs a wide range of entertainment content in the form of Music Videos, Stand-up Comedy, Social Messages and advertisements geared specifically towards commuters of Kathmandu Valley. Media Space intends to enhance the quality of travel experience on Sajha Yatayat buses.</p>
<p>
	<strong>Conclusion</strong></p>
<p>
	In order to be competitive in the advertising industry, various innovative ideas and platforms need to be implemented. These platforms will allow advertisers to reach their target audiences in an effective manner and will allow the intended message to be delivered appropriately. The government has already initiated the process of bringing down hoarding boards from the city and this will also play a vital role in such innovative concepts being implemented in future.</p>
<p>
	<img alt="Digital Signage Concept, Srijal Bhattarai" src="http://www.newbusinessage.com/ckfinder/userfiles/Images/brand_talk_may2013_digital_signage_concept(1).jpg" /></p>
<p>
	<span style="font-size:10px;">The writer is MD of Media Space Solutions and currently pursuing M Phil in management from Kathmandu University (KUSOM).&nbsp;</span></p>',
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			'content' => '<p style="text-align: justify;">
	<strong>By Sajag Karki</strong></p>
<p style="text-align: justify;">
	<br />
	<img alt="Brand Talk, April 2013" height="186" src="http://newbusinessage.com/ckfinder/userfiles/Images/brand_talk_april2013_made_in_nepal(1).jpg" style="margin:0 0 0 10px; float:right;" width="250" />The recent international trade fair held in Kathmandu showcased a wide range of high quality Nepali products. When we, being Nepali, have just started to be aware of our own products, a significant question triggered in my mind: “How could we brand Nepali products to market them globally?”&nbsp;</p>
<p style="text-align: justify;">
	We are all aware of special Nepali products like Palpali Dhaka ko topi, khukuri, handicrafts along with organic Ilam tea and many more. Along with this, herbal products, linen fabrics, lokta paper are indigenous to Nepal sourced within the country. However, these products &nbsp;haven’t gained popularity in the foreign market and not as expected in the Nepali market as well.&nbsp;</p>
<p style="text-align: justify;">
	The reason behind this is the lack of branding of Nepali products. We have an emotional attachment to these products, which is very good but it is high time to think rationally and start showcasing our products in the international arena. Though armed with an array of high quality Nepali products we seem to be lagging behind and it’s time to step up and change this scenario.</p>
<p style="text-align: justify;">
	&nbsp;If Swiss watches can be world famous for their quality and lineage, &nbsp;why can’t Nepali products? Of course it would be naïve to expect this happening overnight, but we can definitely make a start. For this purpose, we need to create a set of features that can identify our products as a Nepali brand, distinguishing them from other generic products. Instead of building castles in the air, we need to focus on specific and concrete aspects of branding. Going back to the basics: a brand is a name, logo, symbol or design which is intended to identify the goods and services of one seller or a group of sellers and differentiate them from their competition. Branding is more of package built around a product with both tangible and intangible elements associated with it. Anything as such can be branded: goods, services and experiences. Also events, persons or places, and even properties, corporations and &nbsp;ideas.&nbsp;</p>
<p style="text-align: justify;">
	My previous articles explain how Nepal itself is a place brand, &nbsp;attracting tourists because of its unique features (such as birthplace of Lord Gautam Buddha, Mt.Everest or our rich cultural heritage.) This time, I’m focusing on products that are made in Nepal, and how branding is the only way to market them internationally. &nbsp;First and foremost, we need an authentication branding our products as “Made in Nepal” so it can be used in various product lines such as clothing, handicraft, herbal products, tea, coffee or accessories.&nbsp;</p>
<p style="text-align: justify;">
	With a mix of all such unique and easily identifiable products of Nepal, it builds credibility by associating with genuine Nepali products. &nbsp;Now that the products have an authentication, the individual items in the product line can be positioned in different ways, targeting specific audiences. Let’s say linen clothing items like shirts, caps, trousers and coats/jacket can be positioned as “Cool as the Everest air”. This instantly describes the product being cool and light during summer time. Similarly, all our ‘made in Nepal’ products can be positioned accordingly. Along with advertisements of Nepali products telling the unique story of our rich cultural heritage, we need to participate in exhibitions and trade fairs organized in other parts of the world. Spreading good word of mouth about our Nepali brands would also do wonders. In this way, entrepreneurs would be able to get exposure to technologies used in other nations and transfer this knowledge back to Nepal.&nbsp;</p>
<p style="text-align: justify;">
	There is a huge demand for such products worldwide and, with proper market research and segmentation, we can create a niche for them. We are blessed with infinite natural resources that we can use to our advantage when selling Nepali products.&nbsp;</p>
<p style="text-align: justify;">
	With the changing times, we need to adopt a promotional and distribution strategy that suits the needs of today’s dynamic customers. Outlets selling Nepali products must have an atmosphere telling a unique story. It is very important also to have &nbsp;highly trained and knowledgeable sales staff to also depict quality of the products. The international trade fair has opened the gates to take Nepali products to new heights. &nbsp;With tactful branding strategies, there is no wonder we’ll see our products being the world’s best brand.&nbsp;</p>
<p>
	<span style="font-size: 10px;">The Article is based on research and author’s practical experience as a marketing and advertising professional. He can be reached at sajag_karki@hotmail.com</span></p>
<div>
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			'article_category_id' => '57',
			'title' => 'Replica Of Brands',
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			'summary' => null,
			'content' => '<p style="text-align: justify;">
	<strong>By Sajag Karki</strong></p>
<p>
	<img align="right" alt="Brand Talk, February 2013" height="674" src="http://www.newbusinessage.com/ckfinder/userfiles/Images/brand_talk_feb2013.jpg" style="margin:0 0 0 10px;" width="220" /></p>
<p style="text-align: justify;">
	Nike, Reebok, Ray Ban, Gucci, Armani - you name it and there are replicas of every brand imaginable. There are many such replicas of brands available which people tend to purchase knowingly or unknowingly as the original one. One may think what difference would it make and who could identify the real one? Well, one might be right for all of them look the same at a glance. Also, the replicas give huge respite to those consumers who cannot afford the real offering of the brand. Hence, there is a huge market for this ranging from high quality replicas to the dirt-cheap ones. However, fake is fake and if one takes a closer look at it, one can easily identify and feel the difference. The fake ones have blurred logos, bad packaging, inferior materials which could even harm the user. People who are loyal to their brands and who know the essence of brand always buy the original products no matter how high the cost may be. It is not just about sporting a fake logo in the product, for them it’s about their association with the brand which gives them their identity. In western countries like in the US there are tougher laws that protect from replicating branded products. Intellectual property like movies and any other creative work also have copyrights.&nbsp;</p>
<p style="text-align: justify;">
	It’s no big secret that copies of brands are easily available in the market with varying degree of quality. Every now and then we hear about logos being copied from well known companies. This is a shame to the business and an insult to the creativity of the designer. Business law states that a registered trademark cannot be used by others especially if it is of a well-known one because of its familiarity. Even the prevailing Nepali law states that the same name cannot be used by two different companies. Similarly, similar names that could confuse a customer, too, should be avoided. A logo, say of McDonalds, cannot be copied as it is a well known icon. You can get a Ray Ban for as cheap as anything from a roadside vendor while the original product bought from its branded showroom costs ten times more. There is undoubtedly a significant market for consumers of such fake products, thanks to the “Made in China” brand which mass-produces copies of almost all big brands. As there are no strict rules followed by the concerned authorities regarding patent rights, nobody seems to care about it and people are happy with the replicas. “Do as Romans do in Rome” seems to have become the norm.&nbsp;</p>
<p style="text-align: justify;">
	Looking at the practical side of things, it wouldn’t have been possible for consumers of many developing countries to purchase branded products if it weren’t for the much affordable replicas. Hence, with high quality replicas people are able to quench their thirst for their favourite brands which would have otherwise not been feasible. Thousands of people use these products every day, thanks to the leverage of the original brands that has made it possible.&nbsp;</p>
<p style="">
	<span style="font-size:11px;">The Article is based on research and author’s practical experience as a marketing and advertising professional. He can be reached at sajag_karki@hotmail.com.</span></p>',
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tend to purchase knowingly or unknowingly as the original one.',
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	<strong style="text-align: justify;">By Sajag Karki</strong></p>
<p style="text-align: justify;">
	Whenever we think of international news, the first thing that comes to our mind is BBC (British Broadcasting Corporation) and CNN (Cable News Network) – the two leading broadcast media brands in the world that are instantly recognized by their acronyms. Whenever, there &nbsp;is any breaking news related to politics, natural disasters or any other significant international development, most people watch either of these two news channels. Though viewers might get the initial news from the local media, to confirm any big event they always turn to the big guns of the news world. Even the local media of many countries consider &nbsp;BBC and CNN as a benchmark for accurate, reliable information. CNN has positioned itself as a medium for hard, unbiased news coming straight from the source. Its flagship shows like Larry King live and Anderson Cooper 360 have enhanced its popularity across the world. Its social responsive programmes “project green” and “CNN heroes” have made it a medium for social change, trying to make the world a better place. Speaking of CNN heroes, two Nepali women have already been awarded with this prestigious title which encourages the youth in a developing nation like ours.&nbsp;</p>
<p style="text-align: justify;">
	BBC on the other hand is an immensely popular news brand. It’s known for its impartial news coverage, entertainment programmes and its website, too, is very popular. Apart from the national and world news, its popular programmes are “Hard Talk”, Newsnight and “Impact Asia” among others. Hard talk, hosted by celebrity presenter Stephen Sackur, is an in-depth, half-hour-long one on one interview show. “Impact Asia”, presented by Mishal Husain, is a mix of breaking news, debate and analysis using BBC’s range of correspondents based in the Asia Pacific and across the world. Since its inception in 1922, there has been no looking back for BBC’s highly trustworthy news service. It is the largest broadcaster in the world with 23,00 staff members and representatives spread across &nbsp;the world. Founded in 1980, CNN is much younger than BBC. But, as CNN’s slogan - “the worldwide leader in news” - says, it is not far behind the BBC in any way. It was the first channel to provide 24-hour news coverage and the first all-news TV channel in the United States.&nbsp;</p>
<p style="text-align: justify;">
	The popularity that these two news brands have earned over the years speaks volumes about their credibility and the people’s trust in them. They are not just corporations but a broadcaster with responsibility to bring positive change in their localities and influence the world with their social initiatives. It seems the Nepali media has finally taken its cue from these global leaders of the news world. For example, Kantipur, Nepal’s leading media house, recently came up with its social initiative named ‘One Nepali One Resolution’. The campaign was able to spread the message of taking responsibility of one’s actions by making one resolution and not to blame the government, the political parties or anyone for that matter.&nbsp;</p>
<p style="text-align: justify;">
	Responsible journalism, swift accurate news, sensible brand positioning, celebrity presenters and popular programmes contribute to building brands like the BBC and CNN that viewers worl-wide count on for the news that matters. &nbsp; &nbsp; &nbsp;&nbsp;</p>
<p style="text-align: justify;">
	The article is based on research and the author’s practical experience as a marketing and advertising professional. He can be reached at sajag_karki@hotmail.com</p>',
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	<span style="font-size:12px;"><span myriad="" style="font-family: "><img alt="brandtalk" border="1" height="97" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/brandtalk(1).jpg" vspace="10" width="180" /><br />
	By Sajag Karki</span></span></p>
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	<span style="font-size:12px;">&nbsp;</span></p>
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	<strong><span style="font-size:12px;">Formula One Grand Prix <br style="mso-special-character:line-break" />
	<br />
	<br />
	<img align="left" alt="formula one december 2012" border="1" height="221" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/grandprix(1).jpg" vspace="10" width="258" /></span></strong><span style="font-size:12px;"><span class="A28"><span style="color: windowtext;">The speed, glamour, thrilling entertainment quotient and superstar drivers are key associations for F1.<br style="mso-special-character:line-break" />
	</span></span></span></p>
<p class="Default">
	<span style="font-size:12px;">Bagging a sponsorship is akin to winning a battle for any company apparently because of the unprecedented mileage the event provides. <br />
	</span></p>
<p class="Pa7" style="text-align:justify">
	<span style="font-size:12px;"><span class="A4">T</span>he Indian Grand Prix was back again with much anticipation from its eager fans. It is part of the FIA Formula One (F1) World Championship where thunderous roars of engines race amidst thousands of fans who let their heart race. Calling it a mere car race would not justify the highly skilled drivers behind those wheels. It is the highest class of single-seater auto racing popular with its high end niche clientele. <br />
	<br />
	Bagging a sponsorship is akin to winning a battle for any company apparently because of the unprecedented mileage the event provides. This time around, the lucky sponsor for the event was Airtel and the company expected to strengthen its brand via the event. Some other sponsors were Red Bull, Petronas, BMW, Mercedes and Shell. Red Bull, an instant energy drink, is rightly placed in a heart throbbing event such as the F1. The organizers and all stakeholders were all set to cash in on the grand prix by cross selling Delhi as a travel destination making it a holiday package deal. </span></p>
<p class="Default">
	<span style="font-size:12px;">&nbsp;</span></p>
<p>
	<span style="font-size:12px;">F1 has been in action since 1950 when the first world championship race was held. Michael Schumacher and Alberto Ascari are a few names that have risen to fame by winning Formula One Championships. These names are almost synonymous with the mega event. F1 as a brand is glamorous, rich and entertaining. It caters to a young yet sophisticated audience that is interested in adventure sports. It is associated with the fastest car makers of the world put together in one hot spot with daredevil drivers that blaze at the speed of light. It can also be regarded as a highly technologically advanced system of interlinked connectivity among the driver, the pit crew and the strategic team.</span></p>
<p class="Pa8" style="text-align:justify">
	<span style="font-size:12px;">The speed, glamour, thrilling entertainment quotient and superstar drivers are key associations for F1. Also, the pit crew is an integral part of the grand prix brand. It involves the mechanics who refuel, put new tires, repair and maintain cars during the race. Without them, the show would not go on and the drivers would stand no chance of completing the race. Such is the value of the pit crew that the Indian Grand Prix had a campaign revolved around it. They announced a competition in which people could get a chance to be part of the pit crew if they won the contest. The pit crew campaign fulfilled the ultimate fantasy of Grand Prix fans. Being in the center of where all the action is, being part of the pit crew can be a dream come true. This is an effective and creative approach to promote the event as it creates anticipation value to the super lucky fans. The lucky ones who get a chance to be with the pit crew will be loyal customers of the brand and will cherish the moment throughout their lives by spreading good words to others. </span></p>
<p class="Pa8" style="text-align:justify">
	<span style="font-size:12px;">Hence, the campaign kicked off very well and can be regarded as one of the successful advertising campaigns ever. There are around 68 circuits of F1 all over the world on which super fast cars race. Formula One is a profitable revenue generating brand for all the parties involved - teams get a slice of money from sponsor logos on their cars whereas television channels make profit from broadcasting the races. As for the spectators, they get to witness the most amazing event of their lifetime. </span></p>
<p class="Default">
	 </p>
<p class="Default">
	<strong><span style="font-size:12px;">&nbsp;<img alt="ralley" border="1" height="142" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/ralley.jpg" vspace="10" width="400" /></span></strong></p>
<p class="MsoNormal">
	<strong><span style="font-size:12px;"><span style="line-height: 115%;">Karki can be reached at sajag_karki@hotmail. com. The article is based on research and author’s practical experience as a marketing and advertising professional.</span></span></strong></p>
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	<strong><span style="font-size:12px;"><span style="line-height: 115%;">&nbsp;</span></span></strong></p>
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	<span style="font-size:12px;"><span style="line-height: 115%;">&nbsp;</span></span></p>
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	<span style="font-size:14px;"><span style="line-height: 115%;"><img alt="brand talk" border="1" height="181" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/Brandtalk_nov2012.jpg" vspace="10" width="338" /><br />
	<br />
	<strong>Brand Talk</strong></span></span></div>
<div>
	<strong><span style="font-size:14px;">By Sajag Karki</span></strong></div>
<div>
	<strong><span style="font-size:14px;"><br />
	<img alt="Brand Talk" border="1" height="215" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/KFC(1).jpg" vspace="10" width="400" /><br />
	<br />
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	<strong><span style="font-size:14px;"><span style="line-height: 115%;">The KFC Legacy</span></span></strong></div>
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	<strong><span style="font-size:14px;"><br />
	</span></strong></div>
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	<strong><span style="font-size:14px;"><span style="line-height: 115%;">The cult status earned by KFC can be credited to its very appealing logo.</span></span></strong></div>
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	</span></strong></div>
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	<span style="font-size:14px;">Kentucky Fried Chicken (KFC) is the world’s largest chain of fried chicken fast food restaurants. Headquartered in Kentucky, USA, this popular brand has its presence in over 17,000 locations worldwide including Nepal. The founder of the restaurant is Colonel Harland Sanders whose image has been used extensively in the branding including its logo. KFC enjoys salience of providing desired food at a reasonable price. It boasts an extensive menu which includes signature dishes like grilled chicken, potato wedges, rolls, French fries, soft drinks, salad and dessert among others apart from its very famous fried chicken. Kids and teens especially flock around its outlets enjoying big buckets of fried chicken along with spicy wings and drinks while creating good memories with friends and family. </span></div>
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	<span style="font-size:14px;">The cult status earned by KFC can be credited to its very appealing logo. The red and white combination logo prominently features Colonel Sanders in white goatee, and string tie, smiling behind his classic thick-rimmed glasses. The logo is quite welcoming for the customers and creates a favorable impression. Currently, KFC is using the tagline “So Good”, the zest of which is to encapsulate the addicting taste of it. The advertisement campaigns are also in line with the tagline. Its other popular taglines used are “Finger licking good” and “Follow your taste” which summarizes the personality of the brand. There are various factors associated with KFC which has made it an iconic brand: </span></div>
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	</span></div>
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	<span style="font-size:14px;">The Secret Recipe: KFC’s founder Colonel Sanders’ “Original Recipe” of 11 herbs is said to have remained a valuable trade secret. The secret recipe is also one of its unique selling proposition (USP) by which it has been able to keep competition at bay. It is because of this recipe that KFC has been able to maintain the taste of its delicacies consistent throughout its outlets all over the world. </span></div>
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	</span></div>
<div style="text-align:justify">
	<span style="font-size:14px;">Consistent Branding: KFC, as a brand, represents fun, simple and delicious fried chicken that can be enjoyed by anyone from youngsters to senior citizens. It has maintained a remarkably consistent brand identity over the past 50 years channeling all its efforts into Colonel Sanders’ image. It also provides the utility value of fast food convenience for the fast paced lifestyle that people have in a lot of countries. Its red color symbolizes fun, excitement, passion and desire for delicious food. Despite its several health and animal cruelty controversies, KFC has managed to battle against all odds and remains strong in the hearts of its customers. </span></div>
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	</span></div>
<div style="text-align:justify">
	<span style="font-size:14px;">KFC Grilled Chicken: After complaints against KFC having an adverse effect on people’s health were made, a newer version-KFC Grilled Chicken was launched. This range of KFC is grilled and healthier than its fried counterpart. This shows the company’s commitment towards the health of its customers and a quick response strategy to tap the healthy market segment. The new range of KFC Grilled Chicken should be working wonders as it retains the brand value of great tasty chicken along with the added health benefit. </span></div>
<div>
	<span style="font-size:14px;"><br />
	</span></div>
<div style="text-align:justify">
	<span style="font-size:14px;">The craze for KFC could be seen with a large number of people flocking towards its outlet in Durbarmarg when it first opened its doors in Kathmandu. This was an example of the overwhelming response from its patrons all over, as KFC is a synonym for quality. With great promotion and publicity, the KFC brand has become even more trustworthy and reliable. Hence, its legacy is unprecedented and is sure to grow in the foreseeable future. </span></div>
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	<span style="font-size:14px;"><strong><br />
	</strong></span></div>
<div>
	<span style="font-size:14px;"><strong><span style="line-height: 115%;">Karki can be reached at sajag_karki@hotmail. com. The article is based on research and author’s practical experience as a marketing and advertising professional.</span></strong></span></div>',
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<p class="MsoNormal">
	<strong><span class="A14"><span mso-bidi-font-family:="" myriad="" style="font-family:">By Sajag Karki</span></span></strong></p>
<p class="MsoNormal">
	<strong><span class="A14"><span mso-bidi-font-family:="" myriad="" style="font-family:">&nbsp;</span></span></strong></p>
<p class="MsoNormal">
	<span class="A14"><span mso-bidi-font-family:="" myriad="" style="font-family:">&nbsp;</span></span></p>
<p class="MsoNormal">
	<span myriad="" style="font-size:32.0pt;line-height:115%;mso-bidi-font-family:
">Luxury Brands</span></p>
<p class="MsoNormal">
	<span myriad="" style="font-size:32.0pt;line-height:115%;mso-bidi-font-family:
">&nbsp;</span></p>
<p class="MsoNormal">
	<span class="A29"><span myriad="" style="font-size:15.0pt;line-height:
115%;font-family:">In this world of commercialization, luxury is more of an affluence or prestige factor than anything else.</span></span></p>
<p class="MsoNormal">
	<span class="A29"><span myriad="" style="font-size:15.0pt;line-height:
115%;font-family:">&nbsp;<img alt="brand luxury" border="1" height="287" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/brand(1).jpg" vspace="10" width="394" /></span></span></p>
<p class="Default">
	<span class="A4"><span style="font-size:
59.0pt">T</span></span><span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">he concept of luxury has been around in various forms since the beginning of civilization. People were fond of novelty items reflecting their obsession for vanity. Items such as perfume, jewelry, premium watches, and fine whisky were considered luxury. Such products or services are not considered essential and are associated with affluence. The case is no less different today as people are still lured towards new and unusual things that give them a sense of vanity. The only notable difference is that the novelty items in the past were generic whereas today they are branded. It’s a want rather than a need and luxury brands have been successful in catering to this niche audience. Brands such as Mercedes, BMW, Ritz Carlton etc are almost synonymous with luxury.</span> <br />
	<br />
	<img alt="" border="1" height="286" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/brand1.jpg" vspace="10" width="395" /></p>
<p class="Pa8" style="text-align:justify">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Upon understanding the basic product types in marketing, there are three product levels: core, basic and augmented. The core product is the basic benefit that it provides. The actual product involves the features, design, brand name etc. The augmented product gives customers something extra such as luxury which customers indulge in as vanity. An example could be high quality leather seats and dashboard for the Mercedes. Such luxury products need special purchase efforts like ordering in advance or special instructions for additional features. It also has high price and fewer purchase locations which makes possessing such products an act of self esteem. Lamborghini and Rolex are targeted at deep pocketed clients who wish to purchase expensive goods and relate to them as having better quality and signifying luxury. <br />
	<br />
	<img alt="brand3" border="1" height="294" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/brand3.jpg" vspace="10" width="402" /><br />
	</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:"><span style="mso-spacerun:yes">&nbsp;</span>Branding of luxury goods have some basic principles which are: equating luxury with life experiences, implied level of unparallel customer service, attention to detail and loyalty benefits. Rolls Royce, for example, has created a cult status of a super luxury automobile brand as they themselves choose their clientele based on one’s status in the society. It is not one of those cars that you can walk in to the showroom and buy. In India, only a handful of high profile personalities like Amitabh Bachchan and Sachin Tendulkar have been chosen worthy to own a Rolls Royce. Hence, it is not just a matter of money but also a prestige awarded by the company for reaching an unprecedented level that meets the high standards set by the company. In a survey conducted by Forbes, some of the most desired luxury clothing brands are Gucci, Christian Dior and Giorgio Armani among others.</span> <br />
	<br />
	<img alt="brand14" border="1" height="301" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/brand2.jpg" vspace="10" width="394" /></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">However a term coined “mass luxury” has already begun to keep pace with luxury brands diversifying their products to meet the desires of middle class as well. BMW and Mercedes can be termed as mass luxury as anyone with money can buy it. Similarly, top hotels and airlines also have started mass luxury in order to sustain in the market. Five-star hotels with special discounted packages and airlines adding services in the economy class are all signs of mass luxury.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">In this world of commercialization, there is a saying “if you’ve got it, flaunt it” so luxury is more of an affluence or prestige factor than anything else. For those looking for all these, luxury brands could be a solution to all their desires.</span> <br />
	 </p>
<p class="MsoNormal">
	<span myriad="" style="font-size:8.0pt;line-height:115%;mso-bidi-font-family:
">Karki can be reached at sajag_karki@hotmail. com. The article is based on research and author’s practical experience as a marketing and advertising professional.</span></p>',
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<p class="Default">
	<span class="A13"><span style="font-size:
59.0pt"><img alt="cocacola" border="1" height="187" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/cocacola(1).jpg" vspace="10" width="227" /><br />
	T</span></span><span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">ime and again, we hear about intense competition between brands. Companies try to prove their superiority over their rivals and to outsmart them which sometimes turn into brand wars. How does one differentiate products that have the same attributes? The only way is to position it differently through advertising campaigns and outrun the competition. Some classic examples are that of Coke Vs Pepsi along with some others like Horlicks Vs Complan.</span></p>
<p>
	&nbsp;<span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">A research indicates that one could not distinguish between Coke and Pepsi in a blind test so, technically, they are the same. However, with smart positioning of Coke, brands like Sprite and Fanta have made them more appealing to the consumers. Locally, Sprite’s ongoing “Bato Clear Chha” campaign is being liked by the masses for its fresh approach to a mundane product. On the other hand, Pepsi has embarked on a global approach focusing on comparatively healthy drinks like Lipton Cold Tea and Tropicana Juice. With the obesity problem, lifestyles have changed thus urging companies to come up with healthier products. In that spirit, the company is giving more attention to water, juices and sports drinks which seems like a logical approach.</span> <br />
	<br />
	<img alt="airlines" border="1" height="201" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/horlicks.jpg" vspace="10" width="300" /></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">There is an ongoing battle between Horlicks and Complan, both claiming their beverage can make children sharper, taller and stronger. The ad claims that children who were served Complan grew twice as fast to those on a regular diet due to its milk protein and nutrients. It also builds credibility by saying “Approved by Department of Food Science and Nutrition”. There is an ongoing case filed by the makers of Horlicks against Complan for allegedly damaging their reputation. In recent times, Horlicks is into a new strategy targeting working adults too and not just kids.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Buddha Air and Yeti Air, the giants in Nepal’s domestic aviation, saw a similar war going sometime back. One claimed their engine as slicker and superior while the other claimed their commitment to safety and convenience for passengers. Keeping aside the technical superiority of their airplanes, one thing that the ‘war’ did was to keep the two brands in the minds of the customers. At the end, it’s of course the customer who decides on the brand they feel emotionally connected with and not necessarily the functional superiority.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Many brands fought their own battles to cash in on the recently held London Olympic Games, the greatest sporting event, as well. While athletes all over the world flexed their muscles eying gold medals, companies made bids to get maximum exposure for their brands during the event. One of the surprise winners is Twitter which became popular because of inappropriate tweets from athletes. It was the first time when a social network brand cashed in on the Olympics. Well known sporting brand Puma’s bet on the world’s fastest man Usain Bolt paid off handsomely with unprecedented brand exposure during the games. Similarly, Nike and Gatorade too got their share of the pie. All in all, brand wars are more about reputation wars rather than product superiority. Since the competing brands in a certain category hardly have any differentiation product-wise, the only way out is to go head-on with the competition.</span> <br />
	<b style="mso-bidi-font-weight:normal">&nbsp;</b></p>
<p class="MsoNormal">
	<b style="mso-bidi-font-weight:normal"><span style="font-size:8.0pt;line-height:115%;color:#211D1E">Karki can be reached at sajag_karki@hotmail.com. The article is based on research and author’s practical experience as a marketing and advertising professional.<br />
	<br />
	<br />
	<br />
	</span></b></p>',
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			'title' => 'Heritage Spa  A Serene Destination',
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	<span myriad="" style="font-size:15.0pt;line-height:115%;mso-bidi-font-family:
"><br />
	<span style="font-size: 12px;">&nbsp;</span><span myriad="" style="font-size: 15pt; line-height: 115%;">&nbsp;</span><span style="font-size: 15pt;">“We offer a warm hospitality and also have a beautiful garden to ensure a calming atmosphere.”</span></span></p>
<p class="Default">
	&nbsp;<img alt="kumar" border="1" height="184" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/spadirector.jpg" vspace="10" width="144" /></p>
<address>
	<strong><span class="A5"><span style="font-size:10.0pt">Kumar R Maharjan &nbsp;</span></span></strong></address>
<address>
	<strong><span class="A5"><span style="font-size:10.0pt">Chairman </span></span></strong></address>
<address>
	<strong><span class="A5"><span myriad="" style="font-size:10.0pt;line-height:
115%;font-family:">Heritage Spa</span></span></strong></address>
<p class="MsoNormal">
	<span class="A13"><span style="font-size:
59.0pt">W</span></span><span myriad="" style="font-size: 10pt;">ho wouldn’t love relaxation after a long and stressful day at work? Heritage Spa, with a tagline ‘an invitation for relaxation’, has come up with various stress-busting therapies. The spa is located in a serene and peaceful setting within the heart of maddening and bustling city of Kathmandu. Heritage Spa, located at Sanepa Height, has proven to be an easy getaway from a tiresome and stressful day.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Kumar R Maharjan, Chairman at the Heritage Spa says that in partnership with his friend, the spa was established in October 2011. It was started with a motive to offer relaxation to people, right next to their door at an affordable cost and within a short duration. “Irrespective of the profession one chooses, s/he needs relaxation due to stressful working hours. Usually, working people suffer from body pain, stiff muscles, mental stress and similar other problems,” he says, “This is a place where they can get rid of such stresses.”</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Maharjan says that there are various categories of spas. However, a spa needs appropriate location with peace and tranquillity. He believes a customer should be able to feel the positive vibe at the moment of entering the spa. “We offer a warm hospitality and also have a beautiful garden to ensure a calming atmosphere,” he says.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">According to Maharjan, Heritage Spa does not use any chemical-based products for any of its service offerings. The spa even produces Aloe Vera – needed for various therapies – on its own. The company believes that anything that is not to be eaten should not be applied on the skin either.</span> <br />
	<br />
	<img alt="Heritage Spa" border="1" height="227" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/product_1.jpg" style="float:left; margin:0 10px 0 0;" vspace="10" width="400" /></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Heritage Spa offers over two dozen services which cover treatments from head to toe. The spa claims to be the specialist in Swedish style facial and body massage. A session at Heritage Spa ranges anything from Rs 450 for a steam bath to Rs 3,500 for a ‘Shirodhara’. Maharjan explains that ‘Shirodhara’ is a therapy designed to eliminate mental exhaustion as well as stress and any ill effects on the central nervous system.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">The spa offers its signature services for both males and females. Reena Shrestha, Aesthetician at the spa says that males prefer receiving services before special occasions and parties while women do not need any special occasion as they always love to feel and look beautiful. <span style="mso-spacerun:yes">&nbsp;</span>Swedish style Facial is one of the signature services offered by the spa which involves pressing the right nodes in the face that makes the skin look younger. Shrestha says that use of natural products like almond, honey, milk, cucumber, Aloe Vera along with the right technique nourishes the skin and leaves a refreshing result.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">Similarly, Raw Coffee Body Scrub would be a perfect option for those looking to purify and cleanse dead skin cells from the body that ensures smooth and supple looks. Maharjan adds that body scrubs are equally beneficial for elderly people and the youngsters. Likewise, the Camphor Oil Body Treatment is one of the most demanded signature services at the spa. Using traditional ayurvedic methods of massage, the therapy heals painful tight muscles, removes toxins and unblocks energy flow. The massage session that takes around 60 to 90 minutes releases tensions and stress from the body.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">Other than these, the spa offers services and therapies that include Head and Shoulder Treatment, Purifying Bio Fruit Facial, European Style Spa Treatment, Sugar Body Polish and Scrub, Healing Package for Elder Citizens, Hot Stone Therapy and Massage for Trekkers/Hikers among 25 various services. It also has service categories for teenagers, working people and senior citizens.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Currently, the spa has ongoing seasonal offering named Sexy Legs targeted at teenage girls for the summer season. Shrestha says that teenagers like to look good and stylish so the spa is trying to cash this sentiment. The offer includes waxing of leg and removing dark spots in elbow and other body parts. “Polishing with brown sugar gives a silky smooth and glowing finish to their legs,” says Maharjan. During the winter, the spa runs grooming service as well.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Adherence to the ethical practices is the speciality of Heritage Spa while being committed to the service excellence at the same time. When a customer enters the spa, s/he is accorded a warm hospitality. Further, the confidence of the customers is gained by properly explaining the procedures and making them understand all the dos and don’ts of the services. Maharjan says that highest degree of ethics is maintained at the staff level to provide customer satisfaction to the clients. “Even if a customer does not have any idea about spa treatments, we suggest and recommend the right services for them along with service etiquettes,” he adds.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Availing services at the Heritage Spa requires at least two hours prior bookings. Maharjan says that people like his spa because it is run by aestheticians trained abroad. The spa is open from 8 am to 8 pm and can offer services to 10 people at once. He adds that 15 per cent of sales are made through Internet bookings.</span></p>
<p class="Pa10" style="text-align:justify">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:"><img alt="heritage" border="1" height="360" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/product_focus.jpg" style="font-size: 20px; line-height: 23px;" vspace="10" width="531" /></span></p>
<p class="Pa10" style="text-align:justify">
	<span style="font-size: 10pt;">An average monthly clientele comprises of 60 per cent expatriates as the spa is located right next to a number of NGOs and INGOs around where many expats and employees of these organisations reside. The rest 40 per cent clientele comprises the locals of the area.</span></p>
<p class="Default">
	 </p>
<p class="Default">
	<span style="font-size: 10pt; text-align: justify;">The Heritage Spa is planning to develop itself as a centre for excellent spa services. The spa has its own training academy and is planning to operate a CIDESCO (Comite International Desthetique Et De Cosmetologie) – an international organisation headquartered in Zurich that offers trainings and diplomas on Aesthetics – affiliated spa academy by 2014. Maharjan believes that having a spa academy will help filling the gap between demand and supply of qualified therapists in the market.</span></p>
<p class="Default">
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			'title' => 'Movie Sequels',
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			'content' => '<p>
	By Sajag Karki <br />
	<br />
	<img alt="barndtalk" border="1" height="197" hspace="5" src="http://newbusinessage.com/ckfinder/userfiles/Images/brandtalk_sajagkarki.jpg" vspace="5" width="315" /><br />
	<br />
	<br />
	<strong>Filmmakers are comfortable making sequels since such movies garner higher box office returns on an average and are less risky financially. </strong><br />
	<br />
	<br />
	After Spider-Man, Spider-Man 2 and Spider-Man 3, the latest release in the sequel is “The Amazing Spider-Man”. This shows the craze and fan following of movie sequels among the audiences. They are not just one off movies but legends in terms of their respective successes. Filmmakers are comfortable making sequels since such movies garner higher box office returns on an average and are less risky financially. <br />
	<br />
	<img align="left" alt="spiderman" border="0" height="427" hspace="5" src="http://newbusinessage.com/ckfinder/userfiles/Images/007.jpg" style="padding:15px; margin:15px;" vspace="5" width="300" /><br />
	<br />
	The established characters have such charismatic effect that the fans anxiously anticipate the release of these sequels of their favorite movies. These movies are highly successful brands and a sequel is made only if its previous version, i.e. a prequel, is a box office hit to the point that the viewers expect more of it. Star Trek, Mission Impossible, Harry Potter, Lord of the Rings, Men in Black and Iron Man are some examples of super successful sequels. <br />
	<br />
	<br />
	Harry Potter series is one such movie sequel that has done wonders among its fans with eight movies till date. It started from “Harry Potter and the Sorcerer’s Stone” released in 2001 till the latest version “Harry Potter and the Deathly Hallows-Part 2” released in 2011. The series is based on Harry Potter novels authored by British novelist J K Rowling who went on to become the first and only billionaire author till date. Basically, its Unique Selling Proposition (a.k.a. Unique Selling Point, or USP) is the portrayal of the protagonists Harry, Ron and Hermione in a spectacular and magical fantasy world. <br />
	<br />
	<br />
	Those who haven’t followed the series right from the beginning may not be able to comprehend its latter editions. At the same time, those who have followed the novel must be eagerly waiting for the next release of the Harry Potter series. Another classic is the James Bond series - the most popular spy films of all time. It’s based on the fictional character of James Bond (Code “007”), initially based on novels by Ian Fleming. It has grossed US$ 5 billion till date, making it the second highest grossing film series of all time after Harry Potter. <br />
	<br />
	<br />
	The stylish and macho character of James Bond has been portrayed by various actors including Sean Connery in “Dr. No”, Pierce Brosnan in “Die Another Day” and Daniel Craig in “Casino Royale”. These actors have added more sophistication to the James Bond character with each edition. The specialty about James Bond movies is that the series has become a legend in spy movies. The suave Bond character using super high-tech spy devices, fast cars and romancing beautiful women with his smooth moves have been the USP of all James Bond movies. <br />
	<br />
	<br />
	While analyzing the marketability of the movie sequels, they can be categorized under brand extension which are new product offerings (sequels) launched to capitalize on their parent brands (the original movies). There are basically four factors that determine a movie sequel as a successful brand. They are a) popularity of the original movie, b) distribution, c) likability factor of the original movie and d) star continuity. <br />
	<br />
	<br />
	People usually want their favorite stars to be seen in all the movies of a series which is the point of parity for sequel movies. Hence, star power and the directors are vital for the success of such movie series’. Lastly, the old marketing saying “The Customer is King” applies here as well as it is up to the viewers to decide the fate of these movie sequels. <br />
	<br />
	<br />
	<img alt="spiderman" height="375" src="http://newbusinessage.com/ckfinder/userfiles/Images/spiderman.jpg" style="margin: 15px; padding:15px;" width="300" /><br />
	<br />
	<br />
	<img alt="ghost" height="237" src="http://newbusinessage.com/ckfinder/userfiles/Images/ghost.jpg" style="margin: 15px; padding:15px;" width="300" /><br />
	<br />
	<strong><br />
	Karki is associated with JWT-Thompson Nepal Pvt Ltd. The article is based on research and author’s practical experience as a marketing and advertising professional. He can be reached at sajag_karki@hotmail.com <br />
	</strong><br />
	<br />
	 </p>',
			'published' => true,
			'created' => '2012-08-15',
			'modified' => '2012-11-01',
			'keywords' => '',
			'description' => 'After Spider-Man, Spider-Man 2 and Spider-Man 3, the latest release in the sequel is “The Amazing Spider-Man”. This shows the craze and fan following of movie sequels among the audiences. They are not just one off movies but legends in terms of their respective successes. Filmmakers are comfortable making sequels since such movies garner higher box office returns on an average and are less risky financially.',
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	(int) 11 => array(
		'Article' => array(
			'id' => '581',
			'article_category_id' => '57',
			'title' => 'Brand Loyalty',
			'sub_title' => '',
			'summary' => null,
			'content' => '<p>
	<img align="top" alt="brand loyality" border="1" height="196" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/karki.jpg" vspace="10" width="150" /></p>
<p>
	<strong>By Sajag Karki<br />
	</strong></p>
<p>
	Brand Loyalty depends upon several factors such as a productâ€™s utility value, brand association, nostalgia and consumer behaviour. People have preferences from one brand over the other with similar product benefits.<img align="right" alt="brand" border="1" height="354" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/levis.jpg" style="margin:10px; padding:10px;" vspace="10" width="300" /> The Nepali populace too has started to become brand conscious and the presence of various multinational brands to choose from has made brand loyalists consume their favourite brands. Especially, the youngsters seem to be hooked to their favourite brands and cannot do without them. An example could be the Appleâ€™s iphone with every other person aspiring to carry it. Gadgets such as laptops from Sony or mobile handsets from Nokia are similar examples. Clothing brands such as Leviâ€™s, Benetton, Giordano and many others are popular among the brand conscious consumers in Nepal.</p>
<p>
	It may be worthwhile mentioning here that well known brands with high awareness levels are liked by people. Why an Apple computer lover does always wants the same brand over and over again? Brands that have been established over a long period of time have huge loyal following as the users of these brands have several positive associations with them. Several brands such as Vaseline, Dettol, Mercedes, and Surf etc have various nostalgic attachments in our minds that cannot be easily erased from our memory. These names have become generic over the years which depict the trust such brands have created. Personal care products such as close up, Sunsilk, Lux and Vaseline etc have become a part of our daily lives. We cannot imagine spending a normal day without some brands that are close to our hearts. It is quite tough for newer products competing to make a mark in the minds of consumers loyal to their respective brands. Convincing a consumer to use a new brand over established ones is extremely challenging and if accomplished, could be termed quite an achievement.</p>
<p>
	To understand brand loyalty, the consumer buying behaviour should also be considered. There are six stages in the buying process: trigger, consider, search, choose, buy and experience. Trigger is the first and most important process as this takes place when a consumerâ€™s mind clicks for a need of a product. For example, a person may want a new phone that can browse the internet and help him with his work. After this, he starts considering whether to buy a new phone or to enhance the features in his current phone.<img align="right" alt="brand" border="1" height="211" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/apple(1).jpg" style="margin:10px; padding:10px;" vspace="10" width="300" />If he decides to buy a new phone, he enters the search stage where he explores the best option by doing an in depth analysis on product attributes, price and popularity. He then buys the brand he chose and finally experiences a sense of happiness if satisfied with the product he bought. This process works for all types of products and all demographics. Nonetheless, the duration of the consumer buying process varies upon the type of product and is different for a high involvement product such as a car, TV or a low involvement product like toothpaste, shampoo etc. Therefore, it is very important for a brand to at least be in the consideration set of its intended consumers. For this, the consumers must be aware of the brand and be able to recall it via regular communication mediums.&nbsp;</p>
<p>
	<img align="middle" alt="brand" border="1" height="97" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/qfx.jpg" style="margin:10px; padding:10px;" vspace="10" width="300" /></p>
<p>
	Over time, companies have used smart strategies to retain and build brand loyalties. Some examples could be opening clubs and giving loyalty points for regular users. QFX Cinemas in Nepal has recently introduced a club card which can be used for online ticket reservation and it gives two free tickets with the purchase of every ten tickets to its members. Hence, the club card benefits regular movie goers as they get free tickets encouraging them to go exclusively to QFX Cinemas instead of any other movie theatre in town. Similarly, airline companies too offer frequent flyer points to regular flyers with which these flyers get free tickets and other facilities on flying a certain number of flights or miles. In Nepal, Yeti Airlines has introduced a club card that encourages its trusted clientele to fly more with the airline. Banks too offer club cards with bundle of packaged facilities such as discounts in selected shopping outlets, free ATM service and other ancillary benefits.</p>
<p>
	It certainly makes a lot of sense to become brand loyal and enjoy a host of benefits provided by companies who encourage brand loyalty!!! &nbsp;</p>',
			'published' => true,
			'created' => '2012-02-22',
			'modified' => '2012-08-23',
			'keywords' => '',
			'description' => 'Over time,
companies have
used smart
strategies to
retain and build
brand loyalties.The presence
of various
multinational
brands to
choose from
has made
brand loyalists
consume their
favourite brands.',
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	(int) 12 => array(
		'Article' => array(
			'id' => '521',
			'article_category_id' => '57',
			'title' => 'Brand Endorsement',
			'sub_title' => '',
			'summary' => null,
			'content' => '<p style="text-align: justify;">
	<span style="font-size: 14px;"><img align="right" alt="" height="196" hspace="5" src="http://newbusinessage.com/ckfinder/userfiles/Images/sajag karki(1).jpg" style="margin:10px;padding:10px;" vspace="5" width="150" />Nepal has recently seen a growing trend of companies appointing brand ambassadors for the promotion of products and to enhance their brand image. Though the use of celebrities and popular personalities for brand endorsement has been around globally, the trend has picked up only recently in Nepal. Keeping in mind the economic and financial state of the nation, using brand ambassadors by business and companies as a means of branding is highly commendable. Companies are attracted to this sort of communication because celebrities have huge fan following and popularity which cuts across all demographics helping companies to build goodwill and boost sales figures. The use of celebrities in advertisements has been there in Nepal but endorsements are a recent phenomenon and are starting to give fruitful results for the investing companies. However, a very prudent decision must be made while choosing the right personality to suit a brand for a perfect match. One such popular brand ambassador in Nepal is Rajesh Hamal for Jagadamba Steels whereas he can also be seen in numerous other advertisements. It is a logical match as Hamalâ€™s macho personality suits the endorsement of a robust product such as steel. Hamalâ€™s public image has been exploited to give maximum mileage to the brand with positive feedback from the customers. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">Such big celebrity endorsers get a handsome remuneration package for the endorsements as well. One such high profile endorsement is that of Manisha Koirala for Home TV. Since the company has merged with Dish TV, Manisha and MaHa Jodi combinely promote Dish Home TV. MaHa Jodiâ€™s comic approach along with Manishaâ€™s aura has suited well with an entertainment related product. The MaHa duo is also the face of NLIC life insurance and Ambe Steels. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">Their ever popular image has certainly helped awareness regarding the aforementioned companies but it seems a mismatch between the type of product and the personalities that the comedy celebrity duo presents forth. Apparently, life insurance and steel related product need serious approaches and use of comedy actors does not seem to do justice to the personality of the brand. Another comic actor Deepak Raj Giri is the face of Sikhar Shoes while Rekha Thapa is the brand ambassador for United Telecom Ltd (UTL). The actors seem to have done wonders for the respective companies as their popularity and likability has leveraged their endorsements. Similarly, youth icon Nima Rumba is the face of several brands in Nepal. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">Hence, the significance of using brand ambassadors has been felt recently in marketing products and services. Talking about celebrity brand ambassadors for multinational companies like Nike, Adidas, Coke, Pepsi etc, there has been a lot of buzz surrounding them as well. Michael Jordanâ€™s endorsement of Nike is one of the most successful till date. He has also endorsed other successful brands such as Coke, Chevrolet, McDonaldâ€™s etc. In India, Coke has used Amir Khan and Aishwarya Rai in its endorsements whereas Pepsi being a young brand has stars like Ranbir Kapoor and Katrina Kaif to communicate the brandâ€™s personality. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">Shahrukh Khan is one of the celebrities with the most number of endorsements with numerous big brands under his belt. Not to forget, Amitabh Bachchan and the Bachchan family who combinedly endorse more than two dozen popular brands. As celebrities too are human beings who make mistakes, the negative effect of their personalities may have adverse affect on the brands they endorse. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">This is why companies are highly sensitive while choosing their endorsers. An alternative to celebrity endorsement is a character or mascot that represents a brand. Brand characters help grab attention as they are often colourful and promote eye candy factor. It also breaks the clutter in the marketplace and communicates key product benefits. Some popular examples are Pillsburyâ€™s Poppinâ€™ Fresh Doughboy and Evereadyâ€™s drumming pink bunny for their Energizer battery. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">Brand endorsement is not a cheap option, it's an expensive affair yet companies all over the world are attracted towards this form of marketing as it helps build their brands in the long run. With the rate at which Nepal is progressing in the advertising field, some interesting and innovative marketing approaches can be expected in the days ahead. <br />
	</span></p>
<p style="text-align: justify;">
	<strong><em><span style="font-size: 14px;">(Karki is associated with JWT (Thompson Nepal Pvt Ltd). The article is based on research and authorâ€™s practical experience as a marketing and advertising professional. He can be reached at sajag_karki@hotmail.com)</span></em></strong></p>',
			'published' => true,
			'created' => '2011-11-16',
			'modified' => '2012-11-01',
			'keywords' => '',
			'description' => 'Nepal has recently seen a growing trend of companies appointing brand ambassadors for the promotion of products and to enhance their brand image. Though the use of celebrities and popular personalities for brand endorsement has been around globally, the trend has picked up only recently in Nepal.',
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	(int) 13 => array(
		'Article' => array(
			'id' => '489',
			'article_category_id' => '57',
			'title' => 'Savvy: Everything In Your Car October 2011',
			'sub_title' => '',
			'summary' => null,
			'content' => '<div>
	<div style="text-align: justify;">
		<strong>By Sujan Tiwari</strong></div>
</div>
<div style="text-align: justify;">
	Do better things always cost more? Not always. With Proton Savvy, safety, style, performance and convenience can be yours at an unbeatable price. Brought in Nepal by Constant Business Group, the Savvy is a brand new product in the automobile market of Nepal.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	At Rs 2,125,000, it is hard to find a better deal than the Savvy hatchback. Savvy has five doors, 15 inch alloy wheels, extensive safety features, good audio system, body coloured exterior components and the list goes on.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	Savvy is made by Malaysian automakers Proton and features a Campro engine. Campro is the first automotive engine developed together by Proton and the auto giant Lotus.&nbsp;The Campro engine is developed to show Proton's ability to make their own engines that produce good power output and meet newer emission standards. The 4-cylinder, in line, SOHC Multi point injection 1149 cc engine produces a maximum power of 74 hp at 5500 rpm and a maximum torque of 105Nm at 4250 rpm. Savvy boasts a top speed of 170km/h and can go from 0 to 100 km/h in just 12.6 seconds, and that too with exceptional handling.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	Regarding the design, the engineers at Proton tried to produce a small car that offered practicality, fuel economy, generous space and great all round performance. Now, it can be said they achieved it all. Achieving these goals involved engineering a new, stronger and more rigid platform, resulting in a vehicle that offers superior handling, balance and responsiveness. The Savvy has a lot to offer for its low entry price, strong equipment levels, looks, performance and economy.</div>
<div style="text-align: justify;">
	<img align="left" alt="car" border="1" height="151" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/car(1).jpg" style="margin:10px; padding:10px;" vspace="10" width="400" /></div>
<div style="text-align: justify;">
	The design is eye catching and is sure to turn heads as you drive by in the compact stylish and irresistible Proton Savvy. Savvy's stylish exterior projects a look of young, spirited and energetic car with its stylish curves and the attractive hood lid. It has an integrated headlamp unit with turn signals and additional halogen front fog lamps. Savvy has a spacious interior with 50/50 split fold rear seats with fold flat rear seats cushions for increased load capacity and practicality. The interior is as stylish as the curvaceous exterior, which is complemented with aluminum highlights on the steering wheel, gear shifter and dashboard. There are conveniences like a powerful air-conditioning system, power window and custom built Clarion audio system with a built in CD player and FM/AM.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	The Proton Savvy is built sturdy and strong to protect you in many ways as it exceeds international safety regulations of the European community. The body of Savvy is built from strong L3 galvanized steel and is designed with crumple zone protection. Savvy offers side impact protection with side reinforcement bar. It got 3 star rating in Euro NCAP testing and has met international crash safety regulations.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	The Savvy has enhanced suspension dynamics ensuring a responsive drive. With the Savvy, Proton has developed an incredibly light yet strong small car that delivers a perfect ride and handling. On the front, it has McPherson strut with coil springs, and stabilizer bar and on the rear, it has torsion beam axle.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	Savvy takes you where you want to go in comfort and style, whether it's in city or enjoying a winding hilly road. With its outstanding features, Savvy has been able to receive two known Car of the Year  awards from two ASEAN countries, including the Cars, Bikes &amp; Trucks New Straits Times/Am Bank Group 2006 Car of the Year Award in the Supermini category, and the Best City Car award at the 6th Indonesian Car of the Year 2007 awards. Proton Savvy also has been voted among Thailand's top 10 cars in 2008 by The Nation daily's car writers.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	The Savvy is also recognized in the Malaysian Book of Records as the most fuel-efficient car in Malaysia during an on-road test by Proton with an average fuel consumption of about 24 km/l. Here in Nepal, the car gives a mileage of 16 to 18 km/l in the city and 20 to 22 on the highways, the company claims.</div>',
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			'modified' => '2013-05-24',
			'keywords' => '',
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		'Article' => array(
			'id' => '488',
			'article_category_id' => '57',
			'title' => 'UFO: Pay Less Expect More October 2011',
			'sub_title' => '',
			'summary' => null,
			'content' => '<div style="text-align: justify;">
	<span style="font-size: 14px;">One of the vehicles imported and marketed in Nepal by Constant Business Group is UFO. It is an SUV manufactured by Chinese automobile company Jonway. Though the vehicle is made in China, it makes use of Mitsubishi engine and gearbox. The company has targeted the vehicle to those who want to switch from a sedan or a hatchback to a SUV. According to the company, UFO is very affordable and gives more value for money.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;">The 2011 model looks modern and stylish that is sure to get attention with its unique and fashionable outlook and its price-performance ratio. The crystal headlights look brilliant and have very powerful illumination that greatly improves driving safety at night. The beautifully designed LED taillights also correspond to the headlights. The integrated design makes the body look more stylish.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;">The inside of the vehicle is very roomy, a wide cabin that allows freedom. The five-seater vehicle has manually adjustable seats for extra comfort and also has ample storage area. There are features like power mirrors, keyless entry system, reverse sensor and power windows. The vehicle is also equipped with dual airbags, a powerful air-conditioner, front and rear fog lamps, power steering and steering audio controls.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;">The latest Mitsubishi engine has excellent power performance and provides stable and smooth acceleration. The 1.6 liter 4G18S engine produces a maximum power of 74.2 KW at 6000 rpm and a maximum torque of 134 Nm at 4500 rpm. The vehicle can attain a maximum speed of 150 km per hour. The vehicle has a 5-speed manual transmission that provides quick and smooth shifting while maintaining the stability at the same time.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;">UFO is equipped with disc brakes on all four wheels that can resist higher temperature and have more reliable stopping power so that the vehicle functions safely. The body of the car is designed is such a way that it can effectively absorb energy of a collision and disperse it throughout the frame to every part of the body. This prevents the deformation of the cabin at the event of collision and protects the driver and passengers.&nbsp;ABS is also incorporated in the vehicle to add to the safety.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;">The company claims that the vehicle gives a mileage of 12-14 km/l in the city and 16 to 18 km/l on the highways. The company has already sold 96 units of UFO. UFO, with all these features can be yours at a very affordable price of Rs 2,825,000. The company is giving out a warranty of 2 years or 35,000 kms, whichever is earlier.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>',
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			'created' => '2011-10-11',
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			'description' => 'One of the vehicles imported and marketed in Nepal by Constant Business Group is UFO. It is an SUV manufactured by Chinese automobile company Jonway....',
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)
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	&nbsp;</div>
<div>
	Noodles have become a Nepali staple. With so many new brands in the market, competition for consumer loyalty is fierce. The first homegrown manufacturer, in the early eighties, was Gandaki Noodles of Pokhara, which introduced Rara (named after a mountain lake). Then, around 1985, Wai Wai, manufactured by the Chaudhary group, entered the market with a brown, spicy, precooked noodle, which became an instant crowd pleaser in the urban centers. Along with this another brand RumPum appeared the market in late 90s.&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	In the past few years many players have entered the field, and today committed noodle fans can choose from a couple of dozen brands, manufactured by a dozen companies. Along with this, eating a noodle has been a culture among Nepalis and the business is doing well in the market as well. Here the question is&mdash;what makes noodle business sustainable among customers and in the market?&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	Entrepreneurs believe that powerful branding and quality of a product are two major factors that sustain a product. Noodle industries, too, are supportive to this fact. Every noodle industry, acknowledging this, involves itself in different branding strategies: be it a selection of catchy tags in a product or introducing different lucrative schemes or holding promotional campaigns directly targeting the potential consumers.&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	To attract consumers, RumPum had run various consumer schemes including the initial highly successful offer of putting a toffee along with each Rumpum. &ldquo;We are very conscious about the brands. We have a very strong research department and an international quality lab to check our products regularly to uphold our standards,&rdquo; shares Mahesh Jaju, Managing Director of Asian Thai Foods. Jaju adds, &ldquo;Promotional campaigns play a vital role to gain favor of the consumers.&rdquo;&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	With this increasing demand among cunsomers Rum Pum ran a massive media campaingn in late 90s targeting the 8-18 years children.&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	In the similar manner, Wai-Wai too adopted different branding policies to establish its products. GP Sah, Vice President, FMCG Division at Chaudhary Group admits that the initial days were not easy sailing. He says, &ldquo;The branding process had to be robust and scientific. We needed to be prepared for new brands that may come in the market and start competing with us. Our campaign&mdash;Hami Sabaiko Wai Wai-- certainly helped us in this regard and made the branding process quite easy.&rdquo;&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	Wai Wai also went through different other schemes as scholarship to children at schools and vitamin fortification in noodles. Wai wai focused more on making the noodle healthier by adding healthy ingredients such as vitamin.&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	Though other brands too did something similar&mdash;vitamin fortification as well as scholarships--but that of Wai Wai had a lasting effect. While other brands provided scholarship to the students in a lump sum onetime cash payment, Wai Wai paid the money to the schools of the scholarship recipients and started collecting their progress reports. &ldquo;We provided the scholarship amount in installments at regular interval so that it can have a lasting effect in the educational career of students,&rdquo; explains Sah.&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	These all show that a brand exists only through excessive branding. Noodles are great snack foods. Most the younger generation people have 10 rupees in their pocket.</div>
<div>
	&nbsp;</div>',
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			'description' => 'Noodles have become a Nepali staple. With so many new brands in the market, competition for consumer loyalty is fierce. The first homegrown manufacturer, in the early eighties, was Gandaki Noodles of Pokhara, which introduced Rara (named after a mountain lake).',
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			'title' => 'Digital Signage Concept',
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			'content' => '<p>
	<strong>By Srijal Bhattarai&nbsp;</strong></p>
<p>
	<span style="font-size: 12px;">The advertising industry in Nepal has foreseen minor changes in the past. The traditional mediums of mass coverage like television, newspaper and radio have always made us feel their presence in our daily life. When we talk about BTL activities, the first thing that comes to our mind are the flex stands and the hoarding boards spread across the country. There has been very little presence of digital outdoor mediums for communication in the past. As a pioneer in Digital Signage concept, which began from the year 2011 at BhatBhateni stores, Media Space Solutions have seen a few companies that are trying to promote this concept. This concept will not only be useful for organizations but also for the entire advertising industry of Nepal.</span></p>
<p>
	Digital signage has a lot of meanings with significant features which is useful for advertisers as well as the audience. One of the main features of digital signage concept is that this is a totally software driven concept which helps in minimizing cost and save resources.&nbsp;</p>
<p>
	<strong>Media Space Solutions- A Brand</strong></p>
<p>
	As the first step in establishing the concept of digital signage, Media Space Solutions (MSS) empowers advertisers with the ability to reach consumers through digital signage networks. &nbsp;MSS is dedicated to providing highly effective digital advertising and digital signage network solutions as a complete integrator of electronic signage network technology and applications.</p>
<p>
	The purpose of establishing Media Space Solutions was to create various differentiated media spaces to cater all the advertising needs of our clients in Nepal.&nbsp;</p>
<p>
	<strong style="font-size: 12px;">The Innovative Platforms</strong></p>
<p>
	<strong><span style="font-size: 12px;">1. Media Space Solutions ePoPM (MSS ePoPM)</span></strong></p>
<p>
	MSS ePoPM network has been expanding since its first phase implementation at the BhatBhateni Super Markets Pvt Ltd in BhatBhateni and Maharajgunj in March 2011. MSS ePoPM digital signage solution allows you to display dynamic and eye-catching product advertisements on digital screens located at high visibility areas within the departmental store.&nbsp;</p>
<p>
	MSS ePoPM solution allows you to display dynamic and eye-catching product advertisements on digital electronic posters located on high visibility areas within stores. This results in increase in sales and brand awareness by capitalizing on the key time in consumers purchase decision making process i.e. while in front of products.</p>
<p>
	<strong>2. MSS MicroMedia</strong></p>
<p>
	MSS Micro Media is a digital signage platform that extends the communication power of information in the form of audio visual content beyond television sets at home and delivers them to citizens of Kathmandu Valley in the most efficient manner while they are travelling.</p>
<p>
	This digital signage network of 60 screens targets a daily audience of approximately 30,000 commuters along six different routes spread across the Kathmandu Valley i.e. a total of 900,000 commuters every month. This network ensures compulsive viewership inside enclosed spaces and captive reception of the intended messages and information.</p>
<p>
	The MSS Micro Media digital signage platform displays audio video entertainment content in the form of music videos, informative programs, television commercials and awareness campaigns. MSS MicroMedia is a platform which has an integrated approach to deliver intended messages and communication material to and from various stakeholders: commuters, vehicle owners, vehicle operators, Nepal Police, Department of Transport as well as companies interested in promoting their products.&nbsp;</p>
<p>
	<strong style="font-size: 12px;">3. Sajha Media Space</strong></p>
<p>
	Sajha Media Space is an on-board Digital Entertainment and Advertising Network on the soon to be launched fleet of 16 Sajha Yatayat buses in Kathmandu Valley. This digital signage network consists of 16 High Definition 24 inch screens which will target a daily audience of approximately 25,000 commuters along two different routes intersecting at the heart of the capital i.e. a total of 750,000 commuters every month.&nbsp;</p>
<p>
	The consumer recall and ROI for advertisements aired on the Sajha Media Space network is higher than the same advertisements aired on television networks with national coverage considering the advertising tariffs of the two. This network of displays currently airs a wide range of entertainment content in the form of Music Videos, Stand-up Comedy, Social Messages and advertisements geared specifically towards commuters of Kathmandu Valley. Media Space intends to enhance the quality of travel experience on Sajha Yatayat buses.</p>
<p>
	<strong>Conclusion</strong></p>
<p>
	In order to be competitive in the advertising industry, various innovative ideas and platforms need to be implemented. These platforms will allow advertisers to reach their target audiences in an effective manner and will allow the intended message to be delivered appropriately. The government has already initiated the process of bringing down hoarding boards from the city and this will also play a vital role in such innovative concepts being implemented in future.</p>
<p>
	<img alt="Digital Signage Concept, Srijal Bhattarai" src="http://www.newbusinessage.com/ckfinder/userfiles/Images/brand_talk_may2013_digital_signage_concept(1).jpg" /></p>
<p>
	<span style="font-size:10px;">The writer is MD of Media Space Solutions and currently pursuing M Phil in management from Kathmandu University (KUSOM).&nbsp;</span></p>',
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			'description' => 'This concept will not only be useful for organizations but also for the entire advertising industry of Nepal.',
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	(int) 2 => array(
		'Article' => array(
			'id' => '949',
			'article_category_id' => '57',
			'title' => 'Proudly ‘Made In Nepal’',
			'sub_title' => '',
			'summary' => null,
			'content' => '<p style="text-align: justify;">
	<strong>By Sajag Karki</strong></p>
<p style="text-align: justify;">
	<br />
	<img alt="Brand Talk, April 2013" height="186" src="http://newbusinessage.com/ckfinder/userfiles/Images/brand_talk_april2013_made_in_nepal(1).jpg" style="margin:0 0 0 10px; float:right;" width="250" />The recent international trade fair held in Kathmandu showcased a wide range of high quality Nepali products. When we, being Nepali, have just started to be aware of our own products, a significant question triggered in my mind: “How could we brand Nepali products to market them globally?”&nbsp;</p>
<p style="text-align: justify;">
	We are all aware of special Nepali products like Palpali Dhaka ko topi, khukuri, handicrafts along with organic Ilam tea and many more. Along with this, herbal products, linen fabrics, lokta paper are indigenous to Nepal sourced within the country. However, these products &nbsp;haven’t gained popularity in the foreign market and not as expected in the Nepali market as well.&nbsp;</p>
<p style="text-align: justify;">
	The reason behind this is the lack of branding of Nepali products. We have an emotional attachment to these products, which is very good but it is high time to think rationally and start showcasing our products in the international arena. Though armed with an array of high quality Nepali products we seem to be lagging behind and it’s time to step up and change this scenario.</p>
<p style="text-align: justify;">
	&nbsp;If Swiss watches can be world famous for their quality and lineage, &nbsp;why can’t Nepali products? Of course it would be naïve to expect this happening overnight, but we can definitely make a start. For this purpose, we need to create a set of features that can identify our products as a Nepali brand, distinguishing them from other generic products. Instead of building castles in the air, we need to focus on specific and concrete aspects of branding. Going back to the basics: a brand is a name, logo, symbol or design which is intended to identify the goods and services of one seller or a group of sellers and differentiate them from their competition. Branding is more of package built around a product with both tangible and intangible elements associated with it. Anything as such can be branded: goods, services and experiences. Also events, persons or places, and even properties, corporations and &nbsp;ideas.&nbsp;</p>
<p style="text-align: justify;">
	My previous articles explain how Nepal itself is a place brand, &nbsp;attracting tourists because of its unique features (such as birthplace of Lord Gautam Buddha, Mt.Everest or our rich cultural heritage.) This time, I’m focusing on products that are made in Nepal, and how branding is the only way to market them internationally. &nbsp;First and foremost, we need an authentication branding our products as “Made in Nepal” so it can be used in various product lines such as clothing, handicraft, herbal products, tea, coffee or accessories.&nbsp;</p>
<p style="text-align: justify;">
	With a mix of all such unique and easily identifiable products of Nepal, it builds credibility by associating with genuine Nepali products. &nbsp;Now that the products have an authentication, the individual items in the product line can be positioned in different ways, targeting specific audiences. Let’s say linen clothing items like shirts, caps, trousers and coats/jacket can be positioned as “Cool as the Everest air”. This instantly describes the product being cool and light during summer time. Similarly, all our ‘made in Nepal’ products can be positioned accordingly. Along with advertisements of Nepali products telling the unique story of our rich cultural heritage, we need to participate in exhibitions and trade fairs organized in other parts of the world. Spreading good word of mouth about our Nepali brands would also do wonders. In this way, entrepreneurs would be able to get exposure to technologies used in other nations and transfer this knowledge back to Nepal.&nbsp;</p>
<p style="text-align: justify;">
	There is a huge demand for such products worldwide and, with proper market research and segmentation, we can create a niche for them. We are blessed with infinite natural resources that we can use to our advantage when selling Nepali products.&nbsp;</p>
<p style="text-align: justify;">
	With the changing times, we need to adopt a promotional and distribution strategy that suits the needs of today’s dynamic customers. Outlets selling Nepali products must have an atmosphere telling a unique story. It is very important also to have &nbsp;highly trained and knowledgeable sales staff to also depict quality of the products. The international trade fair has opened the gates to take Nepali products to new heights. &nbsp;With tactful branding strategies, there is no wonder we’ll see our products being the world’s best brand.&nbsp;</p>
<p>
	<span style="font-size: 10px;">The Article is based on research and author’s practical experience as a marketing and advertising professional. He can be reached at sajag_karki@hotmail.com</span></p>
<div>
	 </div>',
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			'created' => '2013-04-18',
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			'description' => 'If Swiss watches can be world famous for their quality and lineage, why can’t Nepali products be?',
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			'id' => '879',
			'article_category_id' => '57',
			'title' => 'Replica Of Brands',
			'sub_title' => '',
			'summary' => null,
			'content' => '<p style="text-align: justify;">
	<strong>By Sajag Karki</strong></p>
<p>
	<img align="right" alt="Brand Talk, February 2013" height="674" src="http://www.newbusinessage.com/ckfinder/userfiles/Images/brand_talk_feb2013.jpg" style="margin:0 0 0 10px;" width="220" /></p>
<p style="text-align: justify;">
	Nike, Reebok, Ray Ban, Gucci, Armani - you name it and there are replicas of every brand imaginable. There are many such replicas of brands available which people tend to purchase knowingly or unknowingly as the original one. One may think what difference would it make and who could identify the real one? Well, one might be right for all of them look the same at a glance. Also, the replicas give huge respite to those consumers who cannot afford the real offering of the brand. Hence, there is a huge market for this ranging from high quality replicas to the dirt-cheap ones. However, fake is fake and if one takes a closer look at it, one can easily identify and feel the difference. The fake ones have blurred logos, bad packaging, inferior materials which could even harm the user. People who are loyal to their brands and who know the essence of brand always buy the original products no matter how high the cost may be. It is not just about sporting a fake logo in the product, for them it’s about their association with the brand which gives them their identity. In western countries like in the US there are tougher laws that protect from replicating branded products. Intellectual property like movies and any other creative work also have copyrights.&nbsp;</p>
<p style="text-align: justify;">
	It’s no big secret that copies of brands are easily available in the market with varying degree of quality. Every now and then we hear about logos being copied from well known companies. This is a shame to the business and an insult to the creativity of the designer. Business law states that a registered trademark cannot be used by others especially if it is of a well-known one because of its familiarity. Even the prevailing Nepali law states that the same name cannot be used by two different companies. Similarly, similar names that could confuse a customer, too, should be avoided. A logo, say of McDonalds, cannot be copied as it is a well known icon. You can get a Ray Ban for as cheap as anything from a roadside vendor while the original product bought from its branded showroom costs ten times more. There is undoubtedly a significant market for consumers of such fake products, thanks to the “Made in China” brand which mass-produces copies of almost all big brands. As there are no strict rules followed by the concerned authorities regarding patent rights, nobody seems to care about it and people are happy with the replicas. “Do as Romans do in Rome” seems to have become the norm.&nbsp;</p>
<p style="text-align: justify;">
	Looking at the practical side of things, it wouldn’t have been possible for consumers of many developing countries to purchase branded products if it weren’t for the much affordable replicas. Hence, with high quality replicas people are able to quench their thirst for their favourite brands which would have otherwise not been feasible. Thousands of people use these products every day, thanks to the leverage of the original brands that has made it possible.&nbsp;</p>
<p style="">
	<span style="font-size:11px;">The Article is based on research and author’s practical experience as a marketing and advertising professional. He can be reached at sajag_karki@hotmail.com.</span></p>',
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tend to purchase knowingly or unknowingly as the original one.',
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			'title' => 'Media Brands',
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			'content' => '<p>
	<strong style="text-align: justify;">By Sajag Karki</strong></p>
<p style="text-align: justify;">
	Whenever we think of international news, the first thing that comes to our mind is BBC (British Broadcasting Corporation) and CNN (Cable News Network) – the two leading broadcast media brands in the world that are instantly recognized by their acronyms. Whenever, there &nbsp;is any breaking news related to politics, natural disasters or any other significant international development, most people watch either of these two news channels. Though viewers might get the initial news from the local media, to confirm any big event they always turn to the big guns of the news world. Even the local media of many countries consider &nbsp;BBC and CNN as a benchmark for accurate, reliable information. CNN has positioned itself as a medium for hard, unbiased news coming straight from the source. Its flagship shows like Larry King live and Anderson Cooper 360 have enhanced its popularity across the world. Its social responsive programmes “project green” and “CNN heroes” have made it a medium for social change, trying to make the world a better place. Speaking of CNN heroes, two Nepali women have already been awarded with this prestigious title which encourages the youth in a developing nation like ours.&nbsp;</p>
<p style="text-align: justify;">
	BBC on the other hand is an immensely popular news brand. It’s known for its impartial news coverage, entertainment programmes and its website, too, is very popular. Apart from the national and world news, its popular programmes are “Hard Talk”, Newsnight and “Impact Asia” among others. Hard talk, hosted by celebrity presenter Stephen Sackur, is an in-depth, half-hour-long one on one interview show. “Impact Asia”, presented by Mishal Husain, is a mix of breaking news, debate and analysis using BBC’s range of correspondents based in the Asia Pacific and across the world. Since its inception in 1922, there has been no looking back for BBC’s highly trustworthy news service. It is the largest broadcaster in the world with 23,00 staff members and representatives spread across &nbsp;the world. Founded in 1980, CNN is much younger than BBC. But, as CNN’s slogan - “the worldwide leader in news” - says, it is not far behind the BBC in any way. It was the first channel to provide 24-hour news coverage and the first all-news TV channel in the United States.&nbsp;</p>
<p style="text-align: justify;">
	The popularity that these two news brands have earned over the years speaks volumes about their credibility and the people’s trust in them. They are not just corporations but a broadcaster with responsibility to bring positive change in their localities and influence the world with their social initiatives. It seems the Nepali media has finally taken its cue from these global leaders of the news world. For example, Kantipur, Nepal’s leading media house, recently came up with its social initiative named ‘One Nepali One Resolution’. The campaign was able to spread the message of taking responsibility of one’s actions by making one resolution and not to blame the government, the political parties or anyone for that matter.&nbsp;</p>
<p style="text-align: justify;">
	Responsible journalism, swift accurate news, sensible brand positioning, celebrity presenters and popular programmes contribute to building brands like the BBC and CNN that viewers worl-wide count on for the news that matters. &nbsp; &nbsp; &nbsp;&nbsp;</p>
<p style="text-align: justify;">
	The article is based on research and the author’s practical experience as a marketing and advertising professional. He can be reached at sajag_karki@hotmail.com</p>',
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			'title' => 'Brand Talk December 2012',
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	<span style="font-size:12px;"><span myriad="" style="font-family: "><img alt="brandtalk" border="1" height="97" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/brandtalk(1).jpg" vspace="10" width="180" /><br />
	By Sajag Karki</span></span></p>
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	<span style="font-size:12px;">&nbsp;</span></p>
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	<strong><span style="font-size:12px;">Formula One Grand Prix <br style="mso-special-character:line-break" />
	<br />
	<br />
	<img align="left" alt="formula one december 2012" border="1" height="221" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/grandprix(1).jpg" vspace="10" width="258" /></span></strong><span style="font-size:12px;"><span class="A28"><span style="color: windowtext;">The speed, glamour, thrilling entertainment quotient and superstar drivers are key associations for F1.<br style="mso-special-character:line-break" />
	</span></span></span></p>
<p class="Default">
	<span style="font-size:12px;">Bagging a sponsorship is akin to winning a battle for any company apparently because of the unprecedented mileage the event provides. <br />
	</span></p>
<p class="Pa7" style="text-align:justify">
	<span style="font-size:12px;"><span class="A4">T</span>he Indian Grand Prix was back again with much anticipation from its eager fans. It is part of the FIA Formula One (F1) World Championship where thunderous roars of engines race amidst thousands of fans who let their heart race. Calling it a mere car race would not justify the highly skilled drivers behind those wheels. It is the highest class of single-seater auto racing popular with its high end niche clientele. <br />
	<br />
	Bagging a sponsorship is akin to winning a battle for any company apparently because of the unprecedented mileage the event provides. This time around, the lucky sponsor for the event was Airtel and the company expected to strengthen its brand via the event. Some other sponsors were Red Bull, Petronas, BMW, Mercedes and Shell. Red Bull, an instant energy drink, is rightly placed in a heart throbbing event such as the F1. The organizers and all stakeholders were all set to cash in on the grand prix by cross selling Delhi as a travel destination making it a holiday package deal. </span></p>
<p class="Default">
	<span style="font-size:12px;">&nbsp;</span></p>
<p>
	<span style="font-size:12px;">F1 has been in action since 1950 when the first world championship race was held. Michael Schumacher and Alberto Ascari are a few names that have risen to fame by winning Formula One Championships. These names are almost synonymous with the mega event. F1 as a brand is glamorous, rich and entertaining. It caters to a young yet sophisticated audience that is interested in adventure sports. It is associated with the fastest car makers of the world put together in one hot spot with daredevil drivers that blaze at the speed of light. It can also be regarded as a highly technologically advanced system of interlinked connectivity among the driver, the pit crew and the strategic team.</span></p>
<p class="Pa8" style="text-align:justify">
	<span style="font-size:12px;">The speed, glamour, thrilling entertainment quotient and superstar drivers are key associations for F1. Also, the pit crew is an integral part of the grand prix brand. It involves the mechanics who refuel, put new tires, repair and maintain cars during the race. Without them, the show would not go on and the drivers would stand no chance of completing the race. Such is the value of the pit crew that the Indian Grand Prix had a campaign revolved around it. They announced a competition in which people could get a chance to be part of the pit crew if they won the contest. The pit crew campaign fulfilled the ultimate fantasy of Grand Prix fans. Being in the center of where all the action is, being part of the pit crew can be a dream come true. This is an effective and creative approach to promote the event as it creates anticipation value to the super lucky fans. The lucky ones who get a chance to be with the pit crew will be loyal customers of the brand and will cherish the moment throughout their lives by spreading good words to others. </span></p>
<p class="Pa8" style="text-align:justify">
	<span style="font-size:12px;">Hence, the campaign kicked off very well and can be regarded as one of the successful advertising campaigns ever. There are around 68 circuits of F1 all over the world on which super fast cars race. Formula One is a profitable revenue generating brand for all the parties involved - teams get a slice of money from sponsor logos on their cars whereas television channels make profit from broadcasting the races. As for the spectators, they get to witness the most amazing event of their lifetime. </span></p>
<p class="Default">
	 </p>
<p class="Default">
	<strong><span style="font-size:12px;">&nbsp;<img alt="ralley" border="1" height="142" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/ralley.jpg" vspace="10" width="400" /></span></strong></p>
<p class="MsoNormal">
	<strong><span style="font-size:12px;"><span style="line-height: 115%;">Karki can be reached at sajag_karki@hotmail. com. The article is based on research and author’s practical experience as a marketing and advertising professional.</span></span></strong></p>
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<p class="MsoNormal">
	<strong><span style="font-size:12px;"><span style="line-height: 115%;">&nbsp;</span></span></strong></p>
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	<span style="font-size:12px;"><span style="line-height: 115%;">&nbsp;</span></span></p>
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			'title' => 'Brand Talk November 2012',
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			'content' => '<div>
	<span style="font-size:14px;"><span style="line-height: 115%;"><img alt="brand talk" border="1" height="181" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/Brandtalk_nov2012.jpg" vspace="10" width="338" /><br />
	<br />
	<strong>Brand Talk</strong></span></span></div>
<div>
	<strong><span style="font-size:14px;">By Sajag Karki</span></strong></div>
<div>
	<strong><span style="font-size:14px;"><br />
	<img alt="Brand Talk" border="1" height="215" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/KFC(1).jpg" vspace="10" width="400" /><br />
	<br />
	<br />
	</span></strong></div>
<div>
	<strong><span style="font-size:14px;"><span style="line-height: 115%;">The KFC Legacy</span></span></strong></div>
<div>
	<strong><span style="font-size:14px;"><br />
	</span></strong></div>
<div>
	<strong><span style="font-size:14px;"><span style="line-height: 115%;">The cult status earned by KFC can be credited to its very appealing logo.</span></span></strong></div>
<div>
	<strong><span style="font-size:14px;"><br />
	</span></strong></div>
<div style="text-align:justify">
	<span style="font-size:14px;">Kentucky Fried Chicken (KFC) is the world’s largest chain of fried chicken fast food restaurants. Headquartered in Kentucky, USA, this popular brand has its presence in over 17,000 locations worldwide including Nepal. The founder of the restaurant is Colonel Harland Sanders whose image has been used extensively in the branding including its logo. KFC enjoys salience of providing desired food at a reasonable price. It boasts an extensive menu which includes signature dishes like grilled chicken, potato wedges, rolls, French fries, soft drinks, salad and dessert among others apart from its very famous fried chicken. Kids and teens especially flock around its outlets enjoying big buckets of fried chicken along with spicy wings and drinks while creating good memories with friends and family. </span></div>
<div>
	<span style="font-size:14px;"><br />
	</span></div>
<div style="text-align:justify;text-indent:14.0pt">
	<span style="font-size:14px;">The cult status earned by KFC can be credited to its very appealing logo. The red and white combination logo prominently features Colonel Sanders in white goatee, and string tie, smiling behind his classic thick-rimmed glasses. The logo is quite welcoming for the customers and creates a favorable impression. Currently, KFC is using the tagline “So Good”, the zest of which is to encapsulate the addicting taste of it. The advertisement campaigns are also in line with the tagline. Its other popular taglines used are “Finger licking good” and “Follow your taste” which summarizes the personality of the brand. There are various factors associated with KFC which has made it an iconic brand: </span></div>
<div>
	<span style="font-size:14px;"><br />
	</span></div>
<div style="text-align:justify">
	<span style="font-size:14px;">The Secret Recipe: KFC’s founder Colonel Sanders’ “Original Recipe” of 11 herbs is said to have remained a valuable trade secret. The secret recipe is also one of its unique selling proposition (USP) by which it has been able to keep competition at bay. It is because of this recipe that KFC has been able to maintain the taste of its delicacies consistent throughout its outlets all over the world. </span></div>
<div>
	<span style="font-size:14px;"><br />
	</span></div>
<div style="text-align:justify">
	<span style="font-size:14px;">Consistent Branding: KFC, as a brand, represents fun, simple and delicious fried chicken that can be enjoyed by anyone from youngsters to senior citizens. It has maintained a remarkably consistent brand identity over the past 50 years channeling all its efforts into Colonel Sanders’ image. It also provides the utility value of fast food convenience for the fast paced lifestyle that people have in a lot of countries. Its red color symbolizes fun, excitement, passion and desire for delicious food. Despite its several health and animal cruelty controversies, KFC has managed to battle against all odds and remains strong in the hearts of its customers. </span></div>
<div>
	<span style="font-size:14px;"><br />
	</span></div>
<div style="text-align:justify">
	<span style="font-size:14px;">KFC Grilled Chicken: After complaints against KFC having an adverse effect on people’s health were made, a newer version-KFC Grilled Chicken was launched. This range of KFC is grilled and healthier than its fried counterpart. This shows the company’s commitment towards the health of its customers and a quick response strategy to tap the healthy market segment. The new range of KFC Grilled Chicken should be working wonders as it retains the brand value of great tasty chicken along with the added health benefit. </span></div>
<div>
	<span style="font-size:14px;"><br />
	</span></div>
<div style="text-align:justify">
	<span style="font-size:14px;">The craze for KFC could be seen with a large number of people flocking towards its outlet in Durbarmarg when it first opened its doors in Kathmandu. This was an example of the overwhelming response from its patrons all over, as KFC is a synonym for quality. With great promotion and publicity, the KFC brand has become even more trustworthy and reliable. Hence, its legacy is unprecedented and is sure to grow in the foreseeable future. </span></div>
<div>
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	</strong></span></div>
<div>
	<span style="font-size:14px;"><strong><span style="line-height: 115%;">Karki can be reached at sajag_karki@hotmail. com. The article is based on research and author’s practical experience as a marketing and advertising professional.</span></strong></span></div>',
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			'description' => 'Kentucky Fried Chicken (KFC) is the world’s largest chain of fried chicken fast food restaurants. Headquartered in Kentucky, USA, this popular brand has its presence in over 17,000 locations worldwide including Nepal.',
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<p class="MsoNormal">
	<strong><span class="A14"><span mso-bidi-font-family:="" myriad="" style="font-family:">By Sajag Karki</span></span></strong></p>
<p class="MsoNormal">
	<strong><span class="A14"><span mso-bidi-font-family:="" myriad="" style="font-family:">&nbsp;</span></span></strong></p>
<p class="MsoNormal">
	<span class="A14"><span mso-bidi-font-family:="" myriad="" style="font-family:">&nbsp;</span></span></p>
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	<span myriad="" style="font-size:32.0pt;line-height:115%;mso-bidi-font-family:
">Luxury Brands</span></p>
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	<span myriad="" style="font-size:32.0pt;line-height:115%;mso-bidi-font-family:
">&nbsp;</span></p>
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	<span class="A29"><span myriad="" style="font-size:15.0pt;line-height:
115%;font-family:">In this world of commercialization, luxury is more of an affluence or prestige factor than anything else.</span></span></p>
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	<span class="A29"><span myriad="" style="font-size:15.0pt;line-height:
115%;font-family:">&nbsp;<img alt="brand luxury" border="1" height="287" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/brand(1).jpg" vspace="10" width="394" /></span></span></p>
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	<span class="A4"><span style="font-size:
59.0pt">T</span></span><span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">he concept of luxury has been around in various forms since the beginning of civilization. People were fond of novelty items reflecting their obsession for vanity. Items such as perfume, jewelry, premium watches, and fine whisky were considered luxury. Such products or services are not considered essential and are associated with affluence. The case is no less different today as people are still lured towards new and unusual things that give them a sense of vanity. The only notable difference is that the novelty items in the past were generic whereas today they are branded. It’s a want rather than a need and luxury brands have been successful in catering to this niche audience. Brands such as Mercedes, BMW, Ritz Carlton etc are almost synonymous with luxury.</span> <br />
	<br />
	<img alt="" border="1" height="286" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/brand1.jpg" vspace="10" width="395" /></p>
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	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Upon understanding the basic product types in marketing, there are three product levels: core, basic and augmented. The core product is the basic benefit that it provides. The actual product involves the features, design, brand name etc. The augmented product gives customers something extra such as luxury which customers indulge in as vanity. An example could be high quality leather seats and dashboard for the Mercedes. Such luxury products need special purchase efforts like ordering in advance or special instructions for additional features. It also has high price and fewer purchase locations which makes possessing such products an act of self esteem. Lamborghini and Rolex are targeted at deep pocketed clients who wish to purchase expensive goods and relate to them as having better quality and signifying luxury. <br />
	<br />
	<img alt="brand3" border="1" height="294" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/brand3.jpg" vspace="10" width="402" /><br />
	</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:"><span style="mso-spacerun:yes">&nbsp;</span>Branding of luxury goods have some basic principles which are: equating luxury with life experiences, implied level of unparallel customer service, attention to detail and loyalty benefits. Rolls Royce, for example, has created a cult status of a super luxury automobile brand as they themselves choose their clientele based on one’s status in the society. It is not one of those cars that you can walk in to the showroom and buy. In India, only a handful of high profile personalities like Amitabh Bachchan and Sachin Tendulkar have been chosen worthy to own a Rolls Royce. Hence, it is not just a matter of money but also a prestige awarded by the company for reaching an unprecedented level that meets the high standards set by the company. In a survey conducted by Forbes, some of the most desired luxury clothing brands are Gucci, Christian Dior and Giorgio Armani among others.</span> <br />
	<br />
	<img alt="brand14" border="1" height="301" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/brand2.jpg" vspace="10" width="394" /></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">However a term coined “mass luxury” has already begun to keep pace with luxury brands diversifying their products to meet the desires of middle class as well. BMW and Mercedes can be termed as mass luxury as anyone with money can buy it. Similarly, top hotels and airlines also have started mass luxury in order to sustain in the market. Five-star hotels with special discounted packages and airlines adding services in the economy class are all signs of mass luxury.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">In this world of commercialization, there is a saying “if you’ve got it, flaunt it” so luxury is more of an affluence or prestige factor than anything else. For those looking for all these, luxury brands could be a solution to all their desires.</span> <br />
	 </p>
<p class="MsoNormal">
	<span myriad="" style="font-size:8.0pt;line-height:115%;mso-bidi-font-family:
">Karki can be reached at sajag_karki@hotmail. com. The article is based on research and author’s practical experience as a marketing and advertising professional.</span></p>',
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	<span class="A13"><span style="font-size:
59.0pt"><img alt="cocacola" border="1" height="187" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/cocacola(1).jpg" vspace="10" width="227" /><br />
	T</span></span><span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">ime and again, we hear about intense competition between brands. Companies try to prove their superiority over their rivals and to outsmart them which sometimes turn into brand wars. How does one differentiate products that have the same attributes? The only way is to position it differently through advertising campaigns and outrun the competition. Some classic examples are that of Coke Vs Pepsi along with some others like Horlicks Vs Complan.</span></p>
<p>
	&nbsp;<span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">A research indicates that one could not distinguish between Coke and Pepsi in a blind test so, technically, they are the same. However, with smart positioning of Coke, brands like Sprite and Fanta have made them more appealing to the consumers. Locally, Sprite’s ongoing “Bato Clear Chha” campaign is being liked by the masses for its fresh approach to a mundane product. On the other hand, Pepsi has embarked on a global approach focusing on comparatively healthy drinks like Lipton Cold Tea and Tropicana Juice. With the obesity problem, lifestyles have changed thus urging companies to come up with healthier products. In that spirit, the company is giving more attention to water, juices and sports drinks which seems like a logical approach.</span> <br />
	<br />
	<img alt="airlines" border="1" height="201" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/horlicks.jpg" vspace="10" width="300" /></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">There is an ongoing battle between Horlicks and Complan, both claiming their beverage can make children sharper, taller and stronger. The ad claims that children who were served Complan grew twice as fast to those on a regular diet due to its milk protein and nutrients. It also builds credibility by saying “Approved by Department of Food Science and Nutrition”. There is an ongoing case filed by the makers of Horlicks against Complan for allegedly damaging their reputation. In recent times, Horlicks is into a new strategy targeting working adults too and not just kids.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Buddha Air and Yeti Air, the giants in Nepal’s domestic aviation, saw a similar war going sometime back. One claimed their engine as slicker and superior while the other claimed their commitment to safety and convenience for passengers. Keeping aside the technical superiority of their airplanes, one thing that the ‘war’ did was to keep the two brands in the minds of the customers. At the end, it’s of course the customer who decides on the brand they feel emotionally connected with and not necessarily the functional superiority.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Many brands fought their own battles to cash in on the recently held London Olympic Games, the greatest sporting event, as well. While athletes all over the world flexed their muscles eying gold medals, companies made bids to get maximum exposure for their brands during the event. One of the surprise winners is Twitter which became popular because of inappropriate tweets from athletes. It was the first time when a social network brand cashed in on the Olympics. Well known sporting brand Puma’s bet on the world’s fastest man Usain Bolt paid off handsomely with unprecedented brand exposure during the games. Similarly, Nike and Gatorade too got their share of the pie. All in all, brand wars are more about reputation wars rather than product superiority. Since the competing brands in a certain category hardly have any differentiation product-wise, the only way out is to go head-on with the competition.</span> <br />
	<b style="mso-bidi-font-weight:normal">&nbsp;</b></p>
<p class="MsoNormal">
	<b style="mso-bidi-font-weight:normal"><span style="font-size:8.0pt;line-height:115%;color:#211D1E">Karki can be reached at sajag_karki@hotmail.com. The article is based on research and author’s practical experience as a marketing and advertising professional.<br />
	<br />
	<br />
	<br />
	</span></b></p>',
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			'title' => 'Heritage Spa  A Serene Destination',
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	<span myriad="" style="font-size:15.0pt;line-height:115%;mso-bidi-font-family:
"><br />
	<span style="font-size: 12px;">&nbsp;</span><span myriad="" style="font-size: 15pt; line-height: 115%;">&nbsp;</span><span style="font-size: 15pt;">“We offer a warm hospitality and also have a beautiful garden to ensure a calming atmosphere.”</span></span></p>
<p class="Default">
	&nbsp;<img alt="kumar" border="1" height="184" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/spadirector.jpg" vspace="10" width="144" /></p>
<address>
	<strong><span class="A5"><span style="font-size:10.0pt">Kumar R Maharjan &nbsp;</span></span></strong></address>
<address>
	<strong><span class="A5"><span style="font-size:10.0pt">Chairman </span></span></strong></address>
<address>
	<strong><span class="A5"><span myriad="" style="font-size:10.0pt;line-height:
115%;font-family:">Heritage Spa</span></span></strong></address>
<p class="MsoNormal">
	<span class="A13"><span style="font-size:
59.0pt">W</span></span><span myriad="" style="font-size: 10pt;">ho wouldn’t love relaxation after a long and stressful day at work? Heritage Spa, with a tagline ‘an invitation for relaxation’, has come up with various stress-busting therapies. The spa is located in a serene and peaceful setting within the heart of maddening and bustling city of Kathmandu. Heritage Spa, located at Sanepa Height, has proven to be an easy getaway from a tiresome and stressful day.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Kumar R Maharjan, Chairman at the Heritage Spa says that in partnership with his friend, the spa was established in October 2011. It was started with a motive to offer relaxation to people, right next to their door at an affordable cost and within a short duration. “Irrespective of the profession one chooses, s/he needs relaxation due to stressful working hours. Usually, working people suffer from body pain, stiff muscles, mental stress and similar other problems,” he says, “This is a place where they can get rid of such stresses.”</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Maharjan says that there are various categories of spas. However, a spa needs appropriate location with peace and tranquillity. He believes a customer should be able to feel the positive vibe at the moment of entering the spa. “We offer a warm hospitality and also have a beautiful garden to ensure a calming atmosphere,” he says.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">According to Maharjan, Heritage Spa does not use any chemical-based products for any of its service offerings. The spa even produces Aloe Vera – needed for various therapies – on its own. The company believes that anything that is not to be eaten should not be applied on the skin either.</span> <br />
	<br />
	<img alt="Heritage Spa" border="1" height="227" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/product_1.jpg" style="float:left; margin:0 10px 0 0;" vspace="10" width="400" /></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Heritage Spa offers over two dozen services which cover treatments from head to toe. The spa claims to be the specialist in Swedish style facial and body massage. A session at Heritage Spa ranges anything from Rs 450 for a steam bath to Rs 3,500 for a ‘Shirodhara’. Maharjan explains that ‘Shirodhara’ is a therapy designed to eliminate mental exhaustion as well as stress and any ill effects on the central nervous system.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">The spa offers its signature services for both males and females. Reena Shrestha, Aesthetician at the spa says that males prefer receiving services before special occasions and parties while women do not need any special occasion as they always love to feel and look beautiful. <span style="mso-spacerun:yes">&nbsp;</span>Swedish style Facial is one of the signature services offered by the spa which involves pressing the right nodes in the face that makes the skin look younger. Shrestha says that use of natural products like almond, honey, milk, cucumber, Aloe Vera along with the right technique nourishes the skin and leaves a refreshing result.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">Similarly, Raw Coffee Body Scrub would be a perfect option for those looking to purify and cleanse dead skin cells from the body that ensures smooth and supple looks. Maharjan adds that body scrubs are equally beneficial for elderly people and the youngsters. Likewise, the Camphor Oil Body Treatment is one of the most demanded signature services at the spa. Using traditional ayurvedic methods of massage, the therapy heals painful tight muscles, removes toxins and unblocks energy flow. The massage session that takes around 60 to 90 minutes releases tensions and stress from the body.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">Other than these, the spa offers services and therapies that include Head and Shoulder Treatment, Purifying Bio Fruit Facial, European Style Spa Treatment, Sugar Body Polish and Scrub, Healing Package for Elder Citizens, Hot Stone Therapy and Massage for Trekkers/Hikers among 25 various services. It also has service categories for teenagers, working people and senior citizens.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Currently, the spa has ongoing seasonal offering named Sexy Legs targeted at teenage girls for the summer season. Shrestha says that teenagers like to look good and stylish so the spa is trying to cash this sentiment. The offer includes waxing of leg and removing dark spots in elbow and other body parts. “Polishing with brown sugar gives a silky smooth and glowing finish to their legs,” says Maharjan. During the winter, the spa runs grooming service as well.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Adherence to the ethical practices is the speciality of Heritage Spa while being committed to the service excellence at the same time. When a customer enters the spa, s/he is accorded a warm hospitality. Further, the confidence of the customers is gained by properly explaining the procedures and making them understand all the dos and don’ts of the services. Maharjan says that highest degree of ethics is maintained at the staff level to provide customer satisfaction to the clients. “Even if a customer does not have any idea about spa treatments, we suggest and recommend the right services for them along with service etiquettes,” he adds.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Availing services at the Heritage Spa requires at least two hours prior bookings. Maharjan says that people like his spa because it is run by aestheticians trained abroad. The spa is open from 8 am to 8 pm and can offer services to 10 people at once. He adds that 15 per cent of sales are made through Internet bookings.</span></p>
<p class="Pa10" style="text-align:justify">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:"><img alt="heritage" border="1" height="360" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/product_focus.jpg" style="font-size: 20px; line-height: 23px;" vspace="10" width="531" /></span></p>
<p class="Pa10" style="text-align:justify">
	<span style="font-size: 10pt;">An average monthly clientele comprises of 60 per cent expatriates as the spa is located right next to a number of NGOs and INGOs around where many expats and employees of these organisations reside. The rest 40 per cent clientele comprises the locals of the area.</span></p>
<p class="Default">
	 </p>
<p class="Default">
	<span style="font-size: 10pt; text-align: justify;">The Heritage Spa is planning to develop itself as a centre for excellent spa services. The spa has its own training academy and is planning to operate a CIDESCO (Comite International Desthetique Et De Cosmetologie) – an international organisation headquartered in Zurich that offers trainings and diplomas on Aesthetics – affiliated spa academy by 2014. Maharjan believes that having a spa academy will help filling the gap between demand and supply of qualified therapists in the market.</span></p>
<p class="Default">
	 </p>',
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			'title' => 'Movie Sequels',
			'sub_title' => '',
			'summary' => null,
			'content' => '<p>
	By Sajag Karki <br />
	<br />
	<img alt="barndtalk" border="1" height="197" hspace="5" src="http://newbusinessage.com/ckfinder/userfiles/Images/brandtalk_sajagkarki.jpg" vspace="5" width="315" /><br />
	<br />
	<br />
	<strong>Filmmakers are comfortable making sequels since such movies garner higher box office returns on an average and are less risky financially. </strong><br />
	<br />
	<br />
	After Spider-Man, Spider-Man 2 and Spider-Man 3, the latest release in the sequel is “The Amazing Spider-Man”. This shows the craze and fan following of movie sequels among the audiences. They are not just one off movies but legends in terms of their respective successes. Filmmakers are comfortable making sequels since such movies garner higher box office returns on an average and are less risky financially. <br />
	<br />
	<img align="left" alt="spiderman" border="0" height="427" hspace="5" src="http://newbusinessage.com/ckfinder/userfiles/Images/007.jpg" style="padding:15px; margin:15px;" vspace="5" width="300" /><br />
	<br />
	The established characters have such charismatic effect that the fans anxiously anticipate the release of these sequels of their favorite movies. These movies are highly successful brands and a sequel is made only if its previous version, i.e. a prequel, is a box office hit to the point that the viewers expect more of it. Star Trek, Mission Impossible, Harry Potter, Lord of the Rings, Men in Black and Iron Man are some examples of super successful sequels. <br />
	<br />
	<br />
	Harry Potter series is one such movie sequel that has done wonders among its fans with eight movies till date. It started from “Harry Potter and the Sorcerer’s Stone” released in 2001 till the latest version “Harry Potter and the Deathly Hallows-Part 2” released in 2011. The series is based on Harry Potter novels authored by British novelist J K Rowling who went on to become the first and only billionaire author till date. Basically, its Unique Selling Proposition (a.k.a. Unique Selling Point, or USP) is the portrayal of the protagonists Harry, Ron and Hermione in a spectacular and magical fantasy world. <br />
	<br />
	<br />
	Those who haven’t followed the series right from the beginning may not be able to comprehend its latter editions. At the same time, those who have followed the novel must be eagerly waiting for the next release of the Harry Potter series. Another classic is the James Bond series - the most popular spy films of all time. It’s based on the fictional character of James Bond (Code “007”), initially based on novels by Ian Fleming. It has grossed US$ 5 billion till date, making it the second highest grossing film series of all time after Harry Potter. <br />
	<br />
	<br />
	The stylish and macho character of James Bond has been portrayed by various actors including Sean Connery in “Dr. No”, Pierce Brosnan in “Die Another Day” and Daniel Craig in “Casino Royale”. These actors have added more sophistication to the James Bond character with each edition. The specialty about James Bond movies is that the series has become a legend in spy movies. The suave Bond character using super high-tech spy devices, fast cars and romancing beautiful women with his smooth moves have been the USP of all James Bond movies. <br />
	<br />
	<br />
	While analyzing the marketability of the movie sequels, they can be categorized under brand extension which are new product offerings (sequels) launched to capitalize on their parent brands (the original movies). There are basically four factors that determine a movie sequel as a successful brand. They are a) popularity of the original movie, b) distribution, c) likability factor of the original movie and d) star continuity. <br />
	<br />
	<br />
	People usually want their favorite stars to be seen in all the movies of a series which is the point of parity for sequel movies. Hence, star power and the directors are vital for the success of such movie series’. Lastly, the old marketing saying “The Customer is King” applies here as well as it is up to the viewers to decide the fate of these movie sequels. <br />
	<br />
	<br />
	<img alt="spiderman" height="375" src="http://newbusinessage.com/ckfinder/userfiles/Images/spiderman.jpg" style="margin: 15px; padding:15px;" width="300" /><br />
	<br />
	<br />
	<img alt="ghost" height="237" src="http://newbusinessage.com/ckfinder/userfiles/Images/ghost.jpg" style="margin: 15px; padding:15px;" width="300" /><br />
	<br />
	<strong><br />
	Karki is associated with JWT-Thompson Nepal Pvt Ltd. The article is based on research and author’s practical experience as a marketing and advertising professional. He can be reached at sajag_karki@hotmail.com <br />
	</strong><br />
	<br />
	 </p>',
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			'description' => 'After Spider-Man, Spider-Man 2 and Spider-Man 3, the latest release in the sequel is “The Amazing Spider-Man”. This shows the craze and fan following of movie sequels among the audiences. They are not just one off movies but legends in terms of their respective successes. Filmmakers are comfortable making sequels since such movies garner higher box office returns on an average and are less risky financially.',
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			'title' => 'Brand Loyalty',
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			'content' => '<p>
	<img align="top" alt="brand loyality" border="1" height="196" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/karki.jpg" vspace="10" width="150" /></p>
<p>
	<strong>By Sajag Karki<br />
	</strong></p>
<p>
	Brand Loyalty depends upon several factors such as a productâ€™s utility value, brand association, nostalgia and consumer behaviour. People have preferences from one brand over the other with similar product benefits.<img align="right" alt="brand" border="1" height="354" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/levis.jpg" style="margin:10px; padding:10px;" vspace="10" width="300" /> The Nepali populace too has started to become brand conscious and the presence of various multinational brands to choose from has made brand loyalists consume their favourite brands. Especially, the youngsters seem to be hooked to their favourite brands and cannot do without them. An example could be the Appleâ€™s iphone with every other person aspiring to carry it. Gadgets such as laptops from Sony or mobile handsets from Nokia are similar examples. Clothing brands such as Leviâ€™s, Benetton, Giordano and many others are popular among the brand conscious consumers in Nepal.</p>
<p>
	It may be worthwhile mentioning here that well known brands with high awareness levels are liked by people. Why an Apple computer lover does always wants the same brand over and over again? Brands that have been established over a long period of time have huge loyal following as the users of these brands have several positive associations with them. Several brands such as Vaseline, Dettol, Mercedes, and Surf etc have various nostalgic attachments in our minds that cannot be easily erased from our memory. These names have become generic over the years which depict the trust such brands have created. Personal care products such as close up, Sunsilk, Lux and Vaseline etc have become a part of our daily lives. We cannot imagine spending a normal day without some brands that are close to our hearts. It is quite tough for newer products competing to make a mark in the minds of consumers loyal to their respective brands. Convincing a consumer to use a new brand over established ones is extremely challenging and if accomplished, could be termed quite an achievement.</p>
<p>
	To understand brand loyalty, the consumer buying behaviour should also be considered. There are six stages in the buying process: trigger, consider, search, choose, buy and experience. Trigger is the first and most important process as this takes place when a consumerâ€™s mind clicks for a need of a product. For example, a person may want a new phone that can browse the internet and help him with his work. After this, he starts considering whether to buy a new phone or to enhance the features in his current phone.<img align="right" alt="brand" border="1" height="211" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/apple(1).jpg" style="margin:10px; padding:10px;" vspace="10" width="300" />If he decides to buy a new phone, he enters the search stage where he explores the best option by doing an in depth analysis on product attributes, price and popularity. He then buys the brand he chose and finally experiences a sense of happiness if satisfied with the product he bought. This process works for all types of products and all demographics. Nonetheless, the duration of the consumer buying process varies upon the type of product and is different for a high involvement product such as a car, TV or a low involvement product like toothpaste, shampoo etc. Therefore, it is very important for a brand to at least be in the consideration set of its intended consumers. For this, the consumers must be aware of the brand and be able to recall it via regular communication mediums.&nbsp;</p>
<p>
	<img align="middle" alt="brand" border="1" height="97" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/qfx.jpg" style="margin:10px; padding:10px;" vspace="10" width="300" /></p>
<p>
	Over time, companies have used smart strategies to retain and build brand loyalties. Some examples could be opening clubs and giving loyalty points for regular users. QFX Cinemas in Nepal has recently introduced a club card which can be used for online ticket reservation and it gives two free tickets with the purchase of every ten tickets to its members. Hence, the club card benefits regular movie goers as they get free tickets encouraging them to go exclusively to QFX Cinemas instead of any other movie theatre in town. Similarly, airline companies too offer frequent flyer points to regular flyers with which these flyers get free tickets and other facilities on flying a certain number of flights or miles. In Nepal, Yeti Airlines has introduced a club card that encourages its trusted clientele to fly more with the airline. Banks too offer club cards with bundle of packaged facilities such as discounts in selected shopping outlets, free ATM service and other ancillary benefits.</p>
<p>
	It certainly makes a lot of sense to become brand loyal and enjoy a host of benefits provided by companies who encourage brand loyalty!!! &nbsp;</p>',
			'published' => true,
			'created' => '2012-02-22',
			'modified' => '2012-08-23',
			'keywords' => '',
			'description' => 'Over time,
companies have
used smart
strategies to
retain and build
brand loyalties.The presence
of various
multinational
brands to
choose from
has made
brand loyalists
consume their
favourite brands.',
			'sortorder' => '483',
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	(int) 12 => array(
		'Article' => array(
			'id' => '521',
			'article_category_id' => '57',
			'title' => 'Brand Endorsement',
			'sub_title' => '',
			'summary' => null,
			'content' => '<p style="text-align: justify;">
	<span style="font-size: 14px;"><img align="right" alt="" height="196" hspace="5" src="http://newbusinessage.com/ckfinder/userfiles/Images/sajag karki(1).jpg" style="margin:10px;padding:10px;" vspace="5" width="150" />Nepal has recently seen a growing trend of companies appointing brand ambassadors for the promotion of products and to enhance their brand image. Though the use of celebrities and popular personalities for brand endorsement has been around globally, the trend has picked up only recently in Nepal. Keeping in mind the economic and financial state of the nation, using brand ambassadors by business and companies as a means of branding is highly commendable. Companies are attracted to this sort of communication because celebrities have huge fan following and popularity which cuts across all demographics helping companies to build goodwill and boost sales figures. The use of celebrities in advertisements has been there in Nepal but endorsements are a recent phenomenon and are starting to give fruitful results for the investing companies. However, a very prudent decision must be made while choosing the right personality to suit a brand for a perfect match. One such popular brand ambassador in Nepal is Rajesh Hamal for Jagadamba Steels whereas he can also be seen in numerous other advertisements. It is a logical match as Hamalâ€™s macho personality suits the endorsement of a robust product such as steel. Hamalâ€™s public image has been exploited to give maximum mileage to the brand with positive feedback from the customers. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">Such big celebrity endorsers get a handsome remuneration package for the endorsements as well. One such high profile endorsement is that of Manisha Koirala for Home TV. Since the company has merged with Dish TV, Manisha and MaHa Jodi combinely promote Dish Home TV. MaHa Jodiâ€™s comic approach along with Manishaâ€™s aura has suited well with an entertainment related product. The MaHa duo is also the face of NLIC life insurance and Ambe Steels. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">Their ever popular image has certainly helped awareness regarding the aforementioned companies but it seems a mismatch between the type of product and the personalities that the comedy celebrity duo presents forth. Apparently, life insurance and steel related product need serious approaches and use of comedy actors does not seem to do justice to the personality of the brand. Another comic actor Deepak Raj Giri is the face of Sikhar Shoes while Rekha Thapa is the brand ambassador for United Telecom Ltd (UTL). The actors seem to have done wonders for the respective companies as their popularity and likability has leveraged their endorsements. Similarly, youth icon Nima Rumba is the face of several brands in Nepal. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">Hence, the significance of using brand ambassadors has been felt recently in marketing products and services. Talking about celebrity brand ambassadors for multinational companies like Nike, Adidas, Coke, Pepsi etc, there has been a lot of buzz surrounding them as well. Michael Jordanâ€™s endorsement of Nike is one of the most successful till date. He has also endorsed other successful brands such as Coke, Chevrolet, McDonaldâ€™s etc. In India, Coke has used Amir Khan and Aishwarya Rai in its endorsements whereas Pepsi being a young brand has stars like Ranbir Kapoor and Katrina Kaif to communicate the brandâ€™s personality. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">Shahrukh Khan is one of the celebrities with the most number of endorsements with numerous big brands under his belt. Not to forget, Amitabh Bachchan and the Bachchan family who combinedly endorse more than two dozen popular brands. As celebrities too are human beings who make mistakes, the negative effect of their personalities may have adverse affect on the brands they endorse. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">This is why companies are highly sensitive while choosing their endorsers. An alternative to celebrity endorsement is a character or mascot that represents a brand. Brand characters help grab attention as they are often colourful and promote eye candy factor. It also breaks the clutter in the marketplace and communicates key product benefits. Some popular examples are Pillsburyâ€™s Poppinâ€™ Fresh Doughboy and Evereadyâ€™s drumming pink bunny for their Energizer battery. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">Brand endorsement is not a cheap option, it's an expensive affair yet companies all over the world are attracted towards this form of marketing as it helps build their brands in the long run. With the rate at which Nepal is progressing in the advertising field, some interesting and innovative marketing approaches can be expected in the days ahead. <br />
	</span></p>
<p style="text-align: justify;">
	<strong><em><span style="font-size: 14px;">(Karki is associated with JWT (Thompson Nepal Pvt Ltd). The article is based on research and authorâ€™s practical experience as a marketing and advertising professional. He can be reached at sajag_karki@hotmail.com)</span></em></strong></p>',
			'published' => true,
			'created' => '2011-11-16',
			'modified' => '2012-11-01',
			'keywords' => '',
			'description' => 'Nepal has recently seen a growing trend of companies appointing brand ambassadors for the promotion of products and to enhance their brand image. Though the use of celebrities and popular personalities for brand endorsement has been around globally, the trend has picked up only recently in Nepal.',
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			'article_category_id' => '57',
			'title' => 'Savvy: Everything In Your Car October 2011',
			'sub_title' => '',
			'summary' => null,
			'content' => '<div>
	<div style="text-align: justify;">
		<strong>By Sujan Tiwari</strong></div>
</div>
<div style="text-align: justify;">
	Do better things always cost more? Not always. With Proton Savvy, safety, style, performance and convenience can be yours at an unbeatable price. Brought in Nepal by Constant Business Group, the Savvy is a brand new product in the automobile market of Nepal.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	At Rs 2,125,000, it is hard to find a better deal than the Savvy hatchback. Savvy has five doors, 15 inch alloy wheels, extensive safety features, good audio system, body coloured exterior components and the list goes on.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	Savvy is made by Malaysian automakers Proton and features a Campro engine. Campro is the first automotive engine developed together by Proton and the auto giant Lotus.&nbsp;The Campro engine is developed to show Proton's ability to make their own engines that produce good power output and meet newer emission standards. The 4-cylinder, in line, SOHC Multi point injection 1149 cc engine produces a maximum power of 74 hp at 5500 rpm and a maximum torque of 105Nm at 4250 rpm. Savvy boasts a top speed of 170km/h and can go from 0 to 100 km/h in just 12.6 seconds, and that too with exceptional handling.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	Regarding the design, the engineers at Proton tried to produce a small car that offered practicality, fuel economy, generous space and great all round performance. Now, it can be said they achieved it all. Achieving these goals involved engineering a new, stronger and more rigid platform, resulting in a vehicle that offers superior handling, balance and responsiveness. The Savvy has a lot to offer for its low entry price, strong equipment levels, looks, performance and economy.</div>
<div style="text-align: justify;">
	<img align="left" alt="car" border="1" height="151" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/car(1).jpg" style="margin:10px; padding:10px;" vspace="10" width="400" /></div>
<div style="text-align: justify;">
	The design is eye catching and is sure to turn heads as you drive by in the compact stylish and irresistible Proton Savvy. Savvy's stylish exterior projects a look of young, spirited and energetic car with its stylish curves and the attractive hood lid. It has an integrated headlamp unit with turn signals and additional halogen front fog lamps. Savvy has a spacious interior with 50/50 split fold rear seats with fold flat rear seats cushions for increased load capacity and practicality. The interior is as stylish as the curvaceous exterior, which is complemented with aluminum highlights on the steering wheel, gear shifter and dashboard. There are conveniences like a powerful air-conditioning system, power window and custom built Clarion audio system with a built in CD player and FM/AM.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	The Proton Savvy is built sturdy and strong to protect you in many ways as it exceeds international safety regulations of the European community. The body of Savvy is built from strong L3 galvanized steel and is designed with crumple zone protection. Savvy offers side impact protection with side reinforcement bar. It got 3 star rating in Euro NCAP testing and has met international crash safety regulations.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	The Savvy has enhanced suspension dynamics ensuring a responsive drive. With the Savvy, Proton has developed an incredibly light yet strong small car that delivers a perfect ride and handling. On the front, it has McPherson strut with coil springs, and stabilizer bar and on the rear, it has torsion beam axle.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	Savvy takes you where you want to go in comfort and style, whether it's in city or enjoying a winding hilly road. With its outstanding features, Savvy has been able to receive two known Car of the Year  awards from two ASEAN countries, including the Cars, Bikes &amp; Trucks New Straits Times/Am Bank Group 2006 Car of the Year Award in the Supermini category, and the Best City Car award at the 6th Indonesian Car of the Year 2007 awards. Proton Savvy also has been voted among Thailand's top 10 cars in 2008 by The Nation daily's car writers.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	The Savvy is also recognized in the Malaysian Book of Records as the most fuel-efficient car in Malaysia during an on-road test by Proton with an average fuel consumption of about 24 km/l. Here in Nepal, the car gives a mileage of 16 to 18 km/l in the city and 20 to 22 on the highways, the company claims.</div>',
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			'id' => '488',
			'article_category_id' => '57',
			'title' => 'UFO: Pay Less Expect More October 2011',
			'sub_title' => '',
			'summary' => null,
			'content' => '<div style="text-align: justify;">
	<span style="font-size: 14px;">One of the vehicles imported and marketed in Nepal by Constant Business Group is UFO. It is an SUV manufactured by Chinese automobile company Jonway. Though the vehicle is made in China, it makes use of Mitsubishi engine and gearbox. The company has targeted the vehicle to those who want to switch from a sedan or a hatchback to a SUV. According to the company, UFO is very affordable and gives more value for money.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;">The 2011 model looks modern and stylish that is sure to get attention with its unique and fashionable outlook and its price-performance ratio. The crystal headlights look brilliant and have very powerful illumination that greatly improves driving safety at night. The beautifully designed LED taillights also correspond to the headlights. The integrated design makes the body look more stylish.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;">The inside of the vehicle is very roomy, a wide cabin that allows freedom. The five-seater vehicle has manually adjustable seats for extra comfort and also has ample storage area. There are features like power mirrors, keyless entry system, reverse sensor and power windows. The vehicle is also equipped with dual airbags, a powerful air-conditioner, front and rear fog lamps, power steering and steering audio controls.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;">The latest Mitsubishi engine has excellent power performance and provides stable and smooth acceleration. The 1.6 liter 4G18S engine produces a maximum power of 74.2 KW at 6000 rpm and a maximum torque of 134 Nm at 4500 rpm. The vehicle can attain a maximum speed of 150 km per hour. The vehicle has a 5-speed manual transmission that provides quick and smooth shifting while maintaining the stability at the same time.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;">UFO is equipped with disc brakes on all four wheels that can resist higher temperature and have more reliable stopping power so that the vehicle functions safely. The body of the car is designed is such a way that it can effectively absorb energy of a collision and disperse it throughout the frame to every part of the body. This prevents the deformation of the cabin at the event of collision and protects the driver and passengers.&nbsp;ABS is also incorporated in the vehicle to add to the safety.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;">The company claims that the vehicle gives a mileage of 12-14 km/l in the city and 16 to 18 km/l on the highways. The company has already sold 96 units of UFO. UFO, with all these features can be yours at a very affordable price of Rs 2,825,000. The company is giving out a warranty of 2 years or 35,000 kms, whichever is earlier.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>',
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			'description' => 'One of the vehicles imported and marketed in Nepal by Constant Business Group is UFO. It is an SUV manufactured by Chinese automobile company Jonway....',
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			'title' => 'Establishing A Noodle’s Brand',
			'sub_title' => '',
			'summary' => null,
			'content' => '<div>
	&nbsp;</div>
<div>
	Noodles have become a Nepali staple. With so many new brands in the market, competition for consumer loyalty is fierce. The first homegrown manufacturer, in the early eighties, was Gandaki Noodles of Pokhara, which introduced Rara (named after a mountain lake). Then, around 1985, Wai Wai, manufactured by the Chaudhary group, entered the market with a brown, spicy, precooked noodle, which became an instant crowd pleaser in the urban centers. Along with this another brand RumPum appeared the market in late 90s.&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	In the past few years many players have entered the field, and today committed noodle fans can choose from a couple of dozen brands, manufactured by a dozen companies. Along with this, eating a noodle has been a culture among Nepalis and the business is doing well in the market as well. Here the question is&mdash;what makes noodle business sustainable among customers and in the market?&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	Entrepreneurs believe that powerful branding and quality of a product are two major factors that sustain a product. Noodle industries, too, are supportive to this fact. Every noodle industry, acknowledging this, involves itself in different branding strategies: be it a selection of catchy tags in a product or introducing different lucrative schemes or holding promotional campaigns directly targeting the potential consumers.&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	To attract consumers, RumPum had run various consumer schemes including the initial highly successful offer of putting a toffee along with each Rumpum. &ldquo;We are very conscious about the brands. We have a very strong research department and an international quality lab to check our products regularly to uphold our standards,&rdquo; shares Mahesh Jaju, Managing Director of Asian Thai Foods. Jaju adds, &ldquo;Promotional campaigns play a vital role to gain favor of the consumers.&rdquo;&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	With this increasing demand among cunsomers Rum Pum ran a massive media campaingn in late 90s targeting the 8-18 years children.&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	In the similar manner, Wai-Wai too adopted different branding policies to establish its products. GP Sah, Vice President, FMCG Division at Chaudhary Group admits that the initial days were not easy sailing. He says, &ldquo;The branding process had to be robust and scientific. We needed to be prepared for new brands that may come in the market and start competing with us. Our campaign&mdash;Hami Sabaiko Wai Wai-- certainly helped us in this regard and made the branding process quite easy.&rdquo;&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	Wai Wai also went through different other schemes as scholarship to children at schools and vitamin fortification in noodles. Wai wai focused more on making the noodle healthier by adding healthy ingredients such as vitamin.&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	Though other brands too did something similar&mdash;vitamin fortification as well as scholarships--but that of Wai Wai had a lasting effect. While other brands provided scholarship to the students in a lump sum onetime cash payment, Wai Wai paid the money to the schools of the scholarship recipients and started collecting their progress reports. &ldquo;We provided the scholarship amount in installments at regular interval so that it can have a lasting effect in the educational career of students,&rdquo; explains Sah.&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	These all show that a brand exists only through excessive branding. Noodles are great snack foods. Most the younger generation people have 10 rupees in their pocket.</div>
<div>
	&nbsp;</div>',
			'published' => true,
			'created' => '2013-08-23',
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			'description' => 'Noodles have become a Nepali staple. With so many new brands in the market, competition for consumer loyalty is fierce. The first homegrown manufacturer, in the early eighties, was Gandaki Noodles of Pokhara, which introduced Rara (named after a mountain lake).',
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			'title' => 'Digital Signage Concept',
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			'content' => '<p>
	<strong>By Srijal Bhattarai&nbsp;</strong></p>
<p>
	<span style="font-size: 12px;">The advertising industry in Nepal has foreseen minor changes in the past. The traditional mediums of mass coverage like television, newspaper and radio have always made us feel their presence in our daily life. When we talk about BTL activities, the first thing that comes to our mind are the flex stands and the hoarding boards spread across the country. There has been very little presence of digital outdoor mediums for communication in the past. As a pioneer in Digital Signage concept, which began from the year 2011 at BhatBhateni stores, Media Space Solutions have seen a few companies that are trying to promote this concept. This concept will not only be useful for organizations but also for the entire advertising industry of Nepal.</span></p>
<p>
	Digital signage has a lot of meanings with significant features which is useful for advertisers as well as the audience. One of the main features of digital signage concept is that this is a totally software driven concept which helps in minimizing cost and save resources.&nbsp;</p>
<p>
	<strong>Media Space Solutions- A Brand</strong></p>
<p>
	As the first step in establishing the concept of digital signage, Media Space Solutions (MSS) empowers advertisers with the ability to reach consumers through digital signage networks. &nbsp;MSS is dedicated to providing highly effective digital advertising and digital signage network solutions as a complete integrator of electronic signage network technology and applications.</p>
<p>
	The purpose of establishing Media Space Solutions was to create various differentiated media spaces to cater all the advertising needs of our clients in Nepal.&nbsp;</p>
<p>
	<strong style="font-size: 12px;">The Innovative Platforms</strong></p>
<p>
	<strong><span style="font-size: 12px;">1. Media Space Solutions ePoPM (MSS ePoPM)</span></strong></p>
<p>
	MSS ePoPM network has been expanding since its first phase implementation at the BhatBhateni Super Markets Pvt Ltd in BhatBhateni and Maharajgunj in March 2011. MSS ePoPM digital signage solution allows you to display dynamic and eye-catching product advertisements on digital screens located at high visibility areas within the departmental store.&nbsp;</p>
<p>
	MSS ePoPM solution allows you to display dynamic and eye-catching product advertisements on digital electronic posters located on high visibility areas within stores. This results in increase in sales and brand awareness by capitalizing on the key time in consumers purchase decision making process i.e. while in front of products.</p>
<p>
	<strong>2. MSS MicroMedia</strong></p>
<p>
	MSS Micro Media is a digital signage platform that extends the communication power of information in the form of audio visual content beyond television sets at home and delivers them to citizens of Kathmandu Valley in the most efficient manner while they are travelling.</p>
<p>
	This digital signage network of 60 screens targets a daily audience of approximately 30,000 commuters along six different routes spread across the Kathmandu Valley i.e. a total of 900,000 commuters every month. This network ensures compulsive viewership inside enclosed spaces and captive reception of the intended messages and information.</p>
<p>
	The MSS Micro Media digital signage platform displays audio video entertainment content in the form of music videos, informative programs, television commercials and awareness campaigns. MSS MicroMedia is a platform which has an integrated approach to deliver intended messages and communication material to and from various stakeholders: commuters, vehicle owners, vehicle operators, Nepal Police, Department of Transport as well as companies interested in promoting their products.&nbsp;</p>
<p>
	<strong style="font-size: 12px;">3. Sajha Media Space</strong></p>
<p>
	Sajha Media Space is an on-board Digital Entertainment and Advertising Network on the soon to be launched fleet of 16 Sajha Yatayat buses in Kathmandu Valley. This digital signage network consists of 16 High Definition 24 inch screens which will target a daily audience of approximately 25,000 commuters along two different routes intersecting at the heart of the capital i.e. a total of 750,000 commuters every month.&nbsp;</p>
<p>
	The consumer recall and ROI for advertisements aired on the Sajha Media Space network is higher than the same advertisements aired on television networks with national coverage considering the advertising tariffs of the two. This network of displays currently airs a wide range of entertainment content in the form of Music Videos, Stand-up Comedy, Social Messages and advertisements geared specifically towards commuters of Kathmandu Valley. Media Space intends to enhance the quality of travel experience on Sajha Yatayat buses.</p>
<p>
	<strong>Conclusion</strong></p>
<p>
	In order to be competitive in the advertising industry, various innovative ideas and platforms need to be implemented. These platforms will allow advertisers to reach their target audiences in an effective manner and will allow the intended message to be delivered appropriately. The government has already initiated the process of bringing down hoarding boards from the city and this will also play a vital role in such innovative concepts being implemented in future.</p>
<p>
	<img alt="Digital Signage Concept, Srijal Bhattarai" src="http://www.newbusinessage.com/ckfinder/userfiles/Images/brand_talk_may2013_digital_signage_concept(1).jpg" /></p>
<p>
	<span style="font-size:10px;">The writer is MD of Media Space Solutions and currently pursuing M Phil in management from Kathmandu University (KUSOM).&nbsp;</span></p>',
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			'created' => '2013-05-20',
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			'description' => 'This concept will not only be useful for organizations but also for the entire advertising industry of Nepal.',
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			'id' => '949',
			'article_category_id' => '57',
			'title' => 'Proudly ‘Made In Nepal’',
			'sub_title' => '',
			'summary' => null,
			'content' => '<p style="text-align: justify;">
	<strong>By Sajag Karki</strong></p>
<p style="text-align: justify;">
	<br />
	<img alt="Brand Talk, April 2013" height="186" src="http://newbusinessage.com/ckfinder/userfiles/Images/brand_talk_april2013_made_in_nepal(1).jpg" style="margin:0 0 0 10px; float:right;" width="250" />The recent international trade fair held in Kathmandu showcased a wide range of high quality Nepali products. When we, being Nepali, have just started to be aware of our own products, a significant question triggered in my mind: “How could we brand Nepali products to market them globally?”&nbsp;</p>
<p style="text-align: justify;">
	We are all aware of special Nepali products like Palpali Dhaka ko topi, khukuri, handicrafts along with organic Ilam tea and many more. Along with this, herbal products, linen fabrics, lokta paper are indigenous to Nepal sourced within the country. However, these products &nbsp;haven’t gained popularity in the foreign market and not as expected in the Nepali market as well.&nbsp;</p>
<p style="text-align: justify;">
	The reason behind this is the lack of branding of Nepali products. We have an emotional attachment to these products, which is very good but it is high time to think rationally and start showcasing our products in the international arena. Though armed with an array of high quality Nepali products we seem to be lagging behind and it’s time to step up and change this scenario.</p>
<p style="text-align: justify;">
	&nbsp;If Swiss watches can be world famous for their quality and lineage, &nbsp;why can’t Nepali products? Of course it would be naïve to expect this happening overnight, but we can definitely make a start. For this purpose, we need to create a set of features that can identify our products as a Nepali brand, distinguishing them from other generic products. Instead of building castles in the air, we need to focus on specific and concrete aspects of branding. Going back to the basics: a brand is a name, logo, symbol or design which is intended to identify the goods and services of one seller or a group of sellers and differentiate them from their competition. Branding is more of package built around a product with both tangible and intangible elements associated with it. Anything as such can be branded: goods, services and experiences. Also events, persons or places, and even properties, corporations and &nbsp;ideas.&nbsp;</p>
<p style="text-align: justify;">
	My previous articles explain how Nepal itself is a place brand, &nbsp;attracting tourists because of its unique features (such as birthplace of Lord Gautam Buddha, Mt.Everest or our rich cultural heritage.) This time, I’m focusing on products that are made in Nepal, and how branding is the only way to market them internationally. &nbsp;First and foremost, we need an authentication branding our products as “Made in Nepal” so it can be used in various product lines such as clothing, handicraft, herbal products, tea, coffee or accessories.&nbsp;</p>
<p style="text-align: justify;">
	With a mix of all such unique and easily identifiable products of Nepal, it builds credibility by associating with genuine Nepali products. &nbsp;Now that the products have an authentication, the individual items in the product line can be positioned in different ways, targeting specific audiences. Let’s say linen clothing items like shirts, caps, trousers and coats/jacket can be positioned as “Cool as the Everest air”. This instantly describes the product being cool and light during summer time. Similarly, all our ‘made in Nepal’ products can be positioned accordingly. Along with advertisements of Nepali products telling the unique story of our rich cultural heritage, we need to participate in exhibitions and trade fairs organized in other parts of the world. Spreading good word of mouth about our Nepali brands would also do wonders. In this way, entrepreneurs would be able to get exposure to technologies used in other nations and transfer this knowledge back to Nepal.&nbsp;</p>
<p style="text-align: justify;">
	There is a huge demand for such products worldwide and, with proper market research and segmentation, we can create a niche for them. We are blessed with infinite natural resources that we can use to our advantage when selling Nepali products.&nbsp;</p>
<p style="text-align: justify;">
	With the changing times, we need to adopt a promotional and distribution strategy that suits the needs of today’s dynamic customers. Outlets selling Nepali products must have an atmosphere telling a unique story. It is very important also to have &nbsp;highly trained and knowledgeable sales staff to also depict quality of the products. The international trade fair has opened the gates to take Nepali products to new heights. &nbsp;With tactful branding strategies, there is no wonder we’ll see our products being the world’s best brand.&nbsp;</p>
<p>
	<span style="font-size: 10px;">The Article is based on research and author’s practical experience as a marketing and advertising professional. He can be reached at sajag_karki@hotmail.com</span></p>
<div>
	 </div>',
			'published' => true,
			'created' => '2013-04-18',
			'modified' => '2013-04-18',
			'keywords' => '',
			'description' => 'If Swiss watches can be world famous for their quality and lineage, why can’t Nepali products be?',
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			'id' => '879',
			'article_category_id' => '57',
			'title' => 'Replica Of Brands',
			'sub_title' => '',
			'summary' => null,
			'content' => '<p style="text-align: justify;">
	<strong>By Sajag Karki</strong></p>
<p>
	<img align="right" alt="Brand Talk, February 2013" height="674" src="http://www.newbusinessage.com/ckfinder/userfiles/Images/brand_talk_feb2013.jpg" style="margin:0 0 0 10px;" width="220" /></p>
<p style="text-align: justify;">
	Nike, Reebok, Ray Ban, Gucci, Armani - you name it and there are replicas of every brand imaginable. There are many such replicas of brands available which people tend to purchase knowingly or unknowingly as the original one. One may think what difference would it make and who could identify the real one? Well, one might be right for all of them look the same at a glance. Also, the replicas give huge respite to those consumers who cannot afford the real offering of the brand. Hence, there is a huge market for this ranging from high quality replicas to the dirt-cheap ones. However, fake is fake and if one takes a closer look at it, one can easily identify and feel the difference. The fake ones have blurred logos, bad packaging, inferior materials which could even harm the user. People who are loyal to their brands and who know the essence of brand always buy the original products no matter how high the cost may be. It is not just about sporting a fake logo in the product, for them it’s about their association with the brand which gives them their identity. In western countries like in the US there are tougher laws that protect from replicating branded products. Intellectual property like movies and any other creative work also have copyrights.&nbsp;</p>
<p style="text-align: justify;">
	It’s no big secret that copies of brands are easily available in the market with varying degree of quality. Every now and then we hear about logos being copied from well known companies. This is a shame to the business and an insult to the creativity of the designer. Business law states that a registered trademark cannot be used by others especially if it is of a well-known one because of its familiarity. Even the prevailing Nepali law states that the same name cannot be used by two different companies. Similarly, similar names that could confuse a customer, too, should be avoided. A logo, say of McDonalds, cannot be copied as it is a well known icon. You can get a Ray Ban for as cheap as anything from a roadside vendor while the original product bought from its branded showroom costs ten times more. There is undoubtedly a significant market for consumers of such fake products, thanks to the “Made in China” brand which mass-produces copies of almost all big brands. As there are no strict rules followed by the concerned authorities regarding patent rights, nobody seems to care about it and people are happy with the replicas. “Do as Romans do in Rome” seems to have become the norm.&nbsp;</p>
<p style="text-align: justify;">
	Looking at the practical side of things, it wouldn’t have been possible for consumers of many developing countries to purchase branded products if it weren’t for the much affordable replicas. Hence, with high quality replicas people are able to quench their thirst for their favourite brands which would have otherwise not been feasible. Thousands of people use these products every day, thanks to the leverage of the original brands that has made it possible.&nbsp;</p>
<p style="">
	<span style="font-size:11px;">The Article is based on research and author’s practical experience as a marketing and advertising professional. He can be reached at sajag_karki@hotmail.com.</span></p>',
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			'created' => '2013-03-16',
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			'description' => 'There are many such replicas of brands available which people 
tend to purchase knowingly or unknowingly as the original one.',
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			'title' => 'Media Brands',
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			'content' => '<p>
	<strong style="text-align: justify;">By Sajag Karki</strong></p>
<p style="text-align: justify;">
	Whenever we think of international news, the first thing that comes to our mind is BBC (British Broadcasting Corporation) and CNN (Cable News Network) – the two leading broadcast media brands in the world that are instantly recognized by their acronyms. Whenever, there &nbsp;is any breaking news related to politics, natural disasters or any other significant international development, most people watch either of these two news channels. Though viewers might get the initial news from the local media, to confirm any big event they always turn to the big guns of the news world. Even the local media of many countries consider &nbsp;BBC and CNN as a benchmark for accurate, reliable information. CNN has positioned itself as a medium for hard, unbiased news coming straight from the source. Its flagship shows like Larry King live and Anderson Cooper 360 have enhanced its popularity across the world. Its social responsive programmes “project green” and “CNN heroes” have made it a medium for social change, trying to make the world a better place. Speaking of CNN heroes, two Nepali women have already been awarded with this prestigious title which encourages the youth in a developing nation like ours.&nbsp;</p>
<p style="text-align: justify;">
	BBC on the other hand is an immensely popular news brand. It’s known for its impartial news coverage, entertainment programmes and its website, too, is very popular. Apart from the national and world news, its popular programmes are “Hard Talk”, Newsnight and “Impact Asia” among others. Hard talk, hosted by celebrity presenter Stephen Sackur, is an in-depth, half-hour-long one on one interview show. “Impact Asia”, presented by Mishal Husain, is a mix of breaking news, debate and analysis using BBC’s range of correspondents based in the Asia Pacific and across the world. Since its inception in 1922, there has been no looking back for BBC’s highly trustworthy news service. It is the largest broadcaster in the world with 23,00 staff members and representatives spread across &nbsp;the world. Founded in 1980, CNN is much younger than BBC. But, as CNN’s slogan - “the worldwide leader in news” - says, it is not far behind the BBC in any way. It was the first channel to provide 24-hour news coverage and the first all-news TV channel in the United States.&nbsp;</p>
<p style="text-align: justify;">
	The popularity that these two news brands have earned over the years speaks volumes about their credibility and the people’s trust in them. They are not just corporations but a broadcaster with responsibility to bring positive change in their localities and influence the world with their social initiatives. It seems the Nepali media has finally taken its cue from these global leaders of the news world. For example, Kantipur, Nepal’s leading media house, recently came up with its social initiative named ‘One Nepali One Resolution’. The campaign was able to spread the message of taking responsibility of one’s actions by making one resolution and not to blame the government, the political parties or anyone for that matter.&nbsp;</p>
<p style="text-align: justify;">
	Responsible journalism, swift accurate news, sensible brand positioning, celebrity presenters and popular programmes contribute to building brands like the BBC and CNN that viewers worl-wide count on for the news that matters. &nbsp; &nbsp; &nbsp;&nbsp;</p>
<p style="text-align: justify;">
	The article is based on research and the author’s practical experience as a marketing and advertising professional. He can be reached at sajag_karki@hotmail.com</p>',
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			'title' => 'Brand Talk December 2012',
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	<span style="font-size:12px;"><span myriad="" style="font-family: "><img alt="brandtalk" border="1" height="97" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/brandtalk(1).jpg" vspace="10" width="180" /><br />
	By Sajag Karki</span></span></p>
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	<span style="font-size:12px;">&nbsp;</span></p>
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	<strong><span style="font-size:12px;">Formula One Grand Prix <br style="mso-special-character:line-break" />
	<br />
	<br />
	<img align="left" alt="formula one december 2012" border="1" height="221" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/grandprix(1).jpg" vspace="10" width="258" /></span></strong><span style="font-size:12px;"><span class="A28"><span style="color: windowtext;">The speed, glamour, thrilling entertainment quotient and superstar drivers are key associations for F1.<br style="mso-special-character:line-break" />
	</span></span></span></p>
<p class="Default">
	<span style="font-size:12px;">Bagging a sponsorship is akin to winning a battle for any company apparently because of the unprecedented mileage the event provides. <br />
	</span></p>
<p class="Pa7" style="text-align:justify">
	<span style="font-size:12px;"><span class="A4">T</span>he Indian Grand Prix was back again with much anticipation from its eager fans. It is part of the FIA Formula One (F1) World Championship where thunderous roars of engines race amidst thousands of fans who let their heart race. Calling it a mere car race would not justify the highly skilled drivers behind those wheels. It is the highest class of single-seater auto racing popular with its high end niche clientele. <br />
	<br />
	Bagging a sponsorship is akin to winning a battle for any company apparently because of the unprecedented mileage the event provides. This time around, the lucky sponsor for the event was Airtel and the company expected to strengthen its brand via the event. Some other sponsors were Red Bull, Petronas, BMW, Mercedes and Shell. Red Bull, an instant energy drink, is rightly placed in a heart throbbing event such as the F1. The organizers and all stakeholders were all set to cash in on the grand prix by cross selling Delhi as a travel destination making it a holiday package deal. </span></p>
<p class="Default">
	<span style="font-size:12px;">&nbsp;</span></p>
<p>
	<span style="font-size:12px;">F1 has been in action since 1950 when the first world championship race was held. Michael Schumacher and Alberto Ascari are a few names that have risen to fame by winning Formula One Championships. These names are almost synonymous with the mega event. F1 as a brand is glamorous, rich and entertaining. It caters to a young yet sophisticated audience that is interested in adventure sports. It is associated with the fastest car makers of the world put together in one hot spot with daredevil drivers that blaze at the speed of light. It can also be regarded as a highly technologically advanced system of interlinked connectivity among the driver, the pit crew and the strategic team.</span></p>
<p class="Pa8" style="text-align:justify">
	<span style="font-size:12px;">The speed, glamour, thrilling entertainment quotient and superstar drivers are key associations for F1. Also, the pit crew is an integral part of the grand prix brand. It involves the mechanics who refuel, put new tires, repair and maintain cars during the race. Without them, the show would not go on and the drivers would stand no chance of completing the race. Such is the value of the pit crew that the Indian Grand Prix had a campaign revolved around it. They announced a competition in which people could get a chance to be part of the pit crew if they won the contest. The pit crew campaign fulfilled the ultimate fantasy of Grand Prix fans. Being in the center of where all the action is, being part of the pit crew can be a dream come true. This is an effective and creative approach to promote the event as it creates anticipation value to the super lucky fans. The lucky ones who get a chance to be with the pit crew will be loyal customers of the brand and will cherish the moment throughout their lives by spreading good words to others. </span></p>
<p class="Pa8" style="text-align:justify">
	<span style="font-size:12px;">Hence, the campaign kicked off very well and can be regarded as one of the successful advertising campaigns ever. There are around 68 circuits of F1 all over the world on which super fast cars race. Formula One is a profitable revenue generating brand for all the parties involved - teams get a slice of money from sponsor logos on their cars whereas television channels make profit from broadcasting the races. As for the spectators, they get to witness the most amazing event of their lifetime. </span></p>
<p class="Default">
	 </p>
<p class="Default">
	<strong><span style="font-size:12px;">&nbsp;<img alt="ralley" border="1" height="142" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/ralley.jpg" vspace="10" width="400" /></span></strong></p>
<p class="MsoNormal">
	<strong><span style="font-size:12px;"><span style="line-height: 115%;">Karki can be reached at sajag_karki@hotmail. com. The article is based on research and author’s practical experience as a marketing and advertising professional.</span></span></strong></p>
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	<strong><span style="font-size:12px;"><span style="line-height: 115%;">&nbsp;</span></span></strong></p>
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	<span style="font-size:12px;"><span style="line-height: 115%;">&nbsp;</span></span></p>
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	<span style="font-size:12px;">&nbsp;</span></p>',
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	<span style="font-size:14px;"><span style="line-height: 115%;"><img alt="brand talk" border="1" height="181" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/Brandtalk_nov2012.jpg" vspace="10" width="338" /><br />
	<br />
	<strong>Brand Talk</strong></span></span></div>
<div>
	<strong><span style="font-size:14px;">By Sajag Karki</span></strong></div>
<div>
	<strong><span style="font-size:14px;"><br />
	<img alt="Brand Talk" border="1" height="215" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/KFC(1).jpg" vspace="10" width="400" /><br />
	<br />
	<br />
	</span></strong></div>
<div>
	<strong><span style="font-size:14px;"><span style="line-height: 115%;">The KFC Legacy</span></span></strong></div>
<div>
	<strong><span style="font-size:14px;"><br />
	</span></strong></div>
<div>
	<strong><span style="font-size:14px;"><span style="line-height: 115%;">The cult status earned by KFC can be credited to its very appealing logo.</span></span></strong></div>
<div>
	<strong><span style="font-size:14px;"><br />
	</span></strong></div>
<div style="text-align:justify">
	<span style="font-size:14px;">Kentucky Fried Chicken (KFC) is the world’s largest chain of fried chicken fast food restaurants. Headquartered in Kentucky, USA, this popular brand has its presence in over 17,000 locations worldwide including Nepal. The founder of the restaurant is Colonel Harland Sanders whose image has been used extensively in the branding including its logo. KFC enjoys salience of providing desired food at a reasonable price. It boasts an extensive menu which includes signature dishes like grilled chicken, potato wedges, rolls, French fries, soft drinks, salad and dessert among others apart from its very famous fried chicken. Kids and teens especially flock around its outlets enjoying big buckets of fried chicken along with spicy wings and drinks while creating good memories with friends and family. </span></div>
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	<span style="font-size:14px;"><br />
	</span></div>
<div style="text-align:justify;text-indent:14.0pt">
	<span style="font-size:14px;">The cult status earned by KFC can be credited to its very appealing logo. The red and white combination logo prominently features Colonel Sanders in white goatee, and string tie, smiling behind his classic thick-rimmed glasses. The logo is quite welcoming for the customers and creates a favorable impression. Currently, KFC is using the tagline “So Good”, the zest of which is to encapsulate the addicting taste of it. The advertisement campaigns are also in line with the tagline. Its other popular taglines used are “Finger licking good” and “Follow your taste” which summarizes the personality of the brand. There are various factors associated with KFC which has made it an iconic brand: </span></div>
<div>
	<span style="font-size:14px;"><br />
	</span></div>
<div style="text-align:justify">
	<span style="font-size:14px;">The Secret Recipe: KFC’s founder Colonel Sanders’ “Original Recipe” of 11 herbs is said to have remained a valuable trade secret. The secret recipe is also one of its unique selling proposition (USP) by which it has been able to keep competition at bay. It is because of this recipe that KFC has been able to maintain the taste of its delicacies consistent throughout its outlets all over the world. </span></div>
<div>
	<span style="font-size:14px;"><br />
	</span></div>
<div style="text-align:justify">
	<span style="font-size:14px;">Consistent Branding: KFC, as a brand, represents fun, simple and delicious fried chicken that can be enjoyed by anyone from youngsters to senior citizens. It has maintained a remarkably consistent brand identity over the past 50 years channeling all its efforts into Colonel Sanders’ image. It also provides the utility value of fast food convenience for the fast paced lifestyle that people have in a lot of countries. Its red color symbolizes fun, excitement, passion and desire for delicious food. Despite its several health and animal cruelty controversies, KFC has managed to battle against all odds and remains strong in the hearts of its customers. </span></div>
<div>
	<span style="font-size:14px;"><br />
	</span></div>
<div style="text-align:justify">
	<span style="font-size:14px;">KFC Grilled Chicken: After complaints against KFC having an adverse effect on people’s health were made, a newer version-KFC Grilled Chicken was launched. This range of KFC is grilled and healthier than its fried counterpart. This shows the company’s commitment towards the health of its customers and a quick response strategy to tap the healthy market segment. The new range of KFC Grilled Chicken should be working wonders as it retains the brand value of great tasty chicken along with the added health benefit. </span></div>
<div>
	<span style="font-size:14px;"><br />
	</span></div>
<div style="text-align:justify">
	<span style="font-size:14px;">The craze for KFC could be seen with a large number of people flocking towards its outlet in Durbarmarg when it first opened its doors in Kathmandu. This was an example of the overwhelming response from its patrons all over, as KFC is a synonym for quality. With great promotion and publicity, the KFC brand has become even more trustworthy and reliable. Hence, its legacy is unprecedented and is sure to grow in the foreseeable future. </span></div>
<div>
	<span style="font-size:14px;"><strong><br />
	</strong></span></div>
<div>
	<span style="font-size:14px;"><strong><span style="line-height: 115%;">Karki can be reached at sajag_karki@hotmail. com. The article is based on research and author’s practical experience as a marketing and advertising professional.</span></strong></span></div>',
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	<strong><span class="A14"><span mso-bidi-font-family:="" myriad="" style="font-family:">By Sajag Karki</span></span></strong></p>
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	<strong><span class="A14"><span mso-bidi-font-family:="" myriad="" style="font-family:">&nbsp;</span></span></strong></p>
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	<span class="A14"><span mso-bidi-font-family:="" myriad="" style="font-family:">&nbsp;</span></span></p>
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	<span myriad="" style="font-size:32.0pt;line-height:115%;mso-bidi-font-family:
">Luxury Brands</span></p>
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	<span myriad="" style="font-size:32.0pt;line-height:115%;mso-bidi-font-family:
">&nbsp;</span></p>
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	<span class="A29"><span myriad="" style="font-size:15.0pt;line-height:
115%;font-family:">In this world of commercialization, luxury is more of an affluence or prestige factor than anything else.</span></span></p>
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	<span class="A29"><span myriad="" style="font-size:15.0pt;line-height:
115%;font-family:">&nbsp;<img alt="brand luxury" border="1" height="287" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/brand(1).jpg" vspace="10" width="394" /></span></span></p>
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	<span class="A4"><span style="font-size:
59.0pt">T</span></span><span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">he concept of luxury has been around in various forms since the beginning of civilization. People were fond of novelty items reflecting their obsession for vanity. Items such as perfume, jewelry, premium watches, and fine whisky were considered luxury. Such products or services are not considered essential and are associated with affluence. The case is no less different today as people are still lured towards new and unusual things that give them a sense of vanity. The only notable difference is that the novelty items in the past were generic whereas today they are branded. It’s a want rather than a need and luxury brands have been successful in catering to this niche audience. Brands such as Mercedes, BMW, Ritz Carlton etc are almost synonymous with luxury.</span> <br />
	<br />
	<img alt="" border="1" height="286" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/brand1.jpg" vspace="10" width="395" /></p>
<p class="Pa8" style="text-align:justify">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Upon understanding the basic product types in marketing, there are three product levels: core, basic and augmented. The core product is the basic benefit that it provides. The actual product involves the features, design, brand name etc. The augmented product gives customers something extra such as luxury which customers indulge in as vanity. An example could be high quality leather seats and dashboard for the Mercedes. Such luxury products need special purchase efforts like ordering in advance or special instructions for additional features. It also has high price and fewer purchase locations which makes possessing such products an act of self esteem. Lamborghini and Rolex are targeted at deep pocketed clients who wish to purchase expensive goods and relate to them as having better quality and signifying luxury. <br />
	<br />
	<img alt="brand3" border="1" height="294" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/brand3.jpg" vspace="10" width="402" /><br />
	</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:"><span style="mso-spacerun:yes">&nbsp;</span>Branding of luxury goods have some basic principles which are: equating luxury with life experiences, implied level of unparallel customer service, attention to detail and loyalty benefits. Rolls Royce, for example, has created a cult status of a super luxury automobile brand as they themselves choose their clientele based on one’s status in the society. It is not one of those cars that you can walk in to the showroom and buy. In India, only a handful of high profile personalities like Amitabh Bachchan and Sachin Tendulkar have been chosen worthy to own a Rolls Royce. Hence, it is not just a matter of money but also a prestige awarded by the company for reaching an unprecedented level that meets the high standards set by the company. In a survey conducted by Forbes, some of the most desired luxury clothing brands are Gucci, Christian Dior and Giorgio Armani among others.</span> <br />
	<br />
	<img alt="brand14" border="1" height="301" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/brand2.jpg" vspace="10" width="394" /></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">However a term coined “mass luxury” has already begun to keep pace with luxury brands diversifying their products to meet the desires of middle class as well. BMW and Mercedes can be termed as mass luxury as anyone with money can buy it. Similarly, top hotels and airlines also have started mass luxury in order to sustain in the market. Five-star hotels with special discounted packages and airlines adding services in the economy class are all signs of mass luxury.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">In this world of commercialization, there is a saying “if you’ve got it, flaunt it” so luxury is more of an affluence or prestige factor than anything else. For those looking for all these, luxury brands could be a solution to all their desires.</span> <br />
	 </p>
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	<span myriad="" style="font-size:8.0pt;line-height:115%;mso-bidi-font-family:
">Karki can be reached at sajag_karki@hotmail. com. The article is based on research and author’s practical experience as a marketing and advertising professional.</span></p>',
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<p class="Default">
	<span class="A13"><span style="font-size:
59.0pt"><img alt="cocacola" border="1" height="187" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/cocacola(1).jpg" vspace="10" width="227" /><br />
	T</span></span><span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">ime and again, we hear about intense competition between brands. Companies try to prove their superiority over their rivals and to outsmart them which sometimes turn into brand wars. How does one differentiate products that have the same attributes? The only way is to position it differently through advertising campaigns and outrun the competition. Some classic examples are that of Coke Vs Pepsi along with some others like Horlicks Vs Complan.</span></p>
<p>
	&nbsp;<span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">A research indicates that one could not distinguish between Coke and Pepsi in a blind test so, technically, they are the same. However, with smart positioning of Coke, brands like Sprite and Fanta have made them more appealing to the consumers. Locally, Sprite’s ongoing “Bato Clear Chha” campaign is being liked by the masses for its fresh approach to a mundane product. On the other hand, Pepsi has embarked on a global approach focusing on comparatively healthy drinks like Lipton Cold Tea and Tropicana Juice. With the obesity problem, lifestyles have changed thus urging companies to come up with healthier products. In that spirit, the company is giving more attention to water, juices and sports drinks which seems like a logical approach.</span> <br />
	<br />
	<img alt="airlines" border="1" height="201" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/horlicks.jpg" vspace="10" width="300" /></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">There is an ongoing battle between Horlicks and Complan, both claiming their beverage can make children sharper, taller and stronger. The ad claims that children who were served Complan grew twice as fast to those on a regular diet due to its milk protein and nutrients. It also builds credibility by saying “Approved by Department of Food Science and Nutrition”. There is an ongoing case filed by the makers of Horlicks against Complan for allegedly damaging their reputation. In recent times, Horlicks is into a new strategy targeting working adults too and not just kids.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Buddha Air and Yeti Air, the giants in Nepal’s domestic aviation, saw a similar war going sometime back. One claimed their engine as slicker and superior while the other claimed their commitment to safety and convenience for passengers. Keeping aside the technical superiority of their airplanes, one thing that the ‘war’ did was to keep the two brands in the minds of the customers. At the end, it’s of course the customer who decides on the brand they feel emotionally connected with and not necessarily the functional superiority.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Many brands fought their own battles to cash in on the recently held London Olympic Games, the greatest sporting event, as well. While athletes all over the world flexed their muscles eying gold medals, companies made bids to get maximum exposure for their brands during the event. One of the surprise winners is Twitter which became popular because of inappropriate tweets from athletes. It was the first time when a social network brand cashed in on the Olympics. Well known sporting brand Puma’s bet on the world’s fastest man Usain Bolt paid off handsomely with unprecedented brand exposure during the games. Similarly, Nike and Gatorade too got their share of the pie. All in all, brand wars are more about reputation wars rather than product superiority. Since the competing brands in a certain category hardly have any differentiation product-wise, the only way out is to go head-on with the competition.</span> <br />
	<b style="mso-bidi-font-weight:normal">&nbsp;</b></p>
<p class="MsoNormal">
	<b style="mso-bidi-font-weight:normal"><span style="font-size:8.0pt;line-height:115%;color:#211D1E">Karki can be reached at sajag_karki@hotmail.com. The article is based on research and author’s practical experience as a marketing and advertising professional.<br />
	<br />
	<br />
	<br />
	</span></b></p>',
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			'title' => 'Heritage Spa  A Serene Destination',
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	<span myriad="" style="font-size:15.0pt;line-height:115%;mso-bidi-font-family:
"><br />
	<span style="font-size: 12px;">&nbsp;</span><span myriad="" style="font-size: 15pt; line-height: 115%;">&nbsp;</span><span style="font-size: 15pt;">“We offer a warm hospitality and also have a beautiful garden to ensure a calming atmosphere.”</span></span></p>
<p class="Default">
	&nbsp;<img alt="kumar" border="1" height="184" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/spadirector.jpg" vspace="10" width="144" /></p>
<address>
	<strong><span class="A5"><span style="font-size:10.0pt">Kumar R Maharjan &nbsp;</span></span></strong></address>
<address>
	<strong><span class="A5"><span style="font-size:10.0pt">Chairman </span></span></strong></address>
<address>
	<strong><span class="A5"><span myriad="" style="font-size:10.0pt;line-height:
115%;font-family:">Heritage Spa</span></span></strong></address>
<p class="MsoNormal">
	<span class="A13"><span style="font-size:
59.0pt">W</span></span><span myriad="" style="font-size: 10pt;">ho wouldn’t love relaxation after a long and stressful day at work? Heritage Spa, with a tagline ‘an invitation for relaxation’, has come up with various stress-busting therapies. The spa is located in a serene and peaceful setting within the heart of maddening and bustling city of Kathmandu. Heritage Spa, located at Sanepa Height, has proven to be an easy getaway from a tiresome and stressful day.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Kumar R Maharjan, Chairman at the Heritage Spa says that in partnership with his friend, the spa was established in October 2011. It was started with a motive to offer relaxation to people, right next to their door at an affordable cost and within a short duration. “Irrespective of the profession one chooses, s/he needs relaxation due to stressful working hours. Usually, working people suffer from body pain, stiff muscles, mental stress and similar other problems,” he says, “This is a place where they can get rid of such stresses.”</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Maharjan says that there are various categories of spas. However, a spa needs appropriate location with peace and tranquillity. He believes a customer should be able to feel the positive vibe at the moment of entering the spa. “We offer a warm hospitality and also have a beautiful garden to ensure a calming atmosphere,” he says.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">According to Maharjan, Heritage Spa does not use any chemical-based products for any of its service offerings. The spa even produces Aloe Vera – needed for various therapies – on its own. The company believes that anything that is not to be eaten should not be applied on the skin either.</span> <br />
	<br />
	<img alt="Heritage Spa" border="1" height="227" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/product_1.jpg" style="float:left; margin:0 10px 0 0;" vspace="10" width="400" /></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Heritage Spa offers over two dozen services which cover treatments from head to toe. The spa claims to be the specialist in Swedish style facial and body massage. A session at Heritage Spa ranges anything from Rs 450 for a steam bath to Rs 3,500 for a ‘Shirodhara’. Maharjan explains that ‘Shirodhara’ is a therapy designed to eliminate mental exhaustion as well as stress and any ill effects on the central nervous system.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">The spa offers its signature services for both males and females. Reena Shrestha, Aesthetician at the spa says that males prefer receiving services before special occasions and parties while women do not need any special occasion as they always love to feel and look beautiful. <span style="mso-spacerun:yes">&nbsp;</span>Swedish style Facial is one of the signature services offered by the spa which involves pressing the right nodes in the face that makes the skin look younger. Shrestha says that use of natural products like almond, honey, milk, cucumber, Aloe Vera along with the right technique nourishes the skin and leaves a refreshing result.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">Similarly, Raw Coffee Body Scrub would be a perfect option for those looking to purify and cleanse dead skin cells from the body that ensures smooth and supple looks. Maharjan adds that body scrubs are equally beneficial for elderly people and the youngsters. Likewise, the Camphor Oil Body Treatment is one of the most demanded signature services at the spa. Using traditional ayurvedic methods of massage, the therapy heals painful tight muscles, removes toxins and unblocks energy flow. The massage session that takes around 60 to 90 minutes releases tensions and stress from the body.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">Other than these, the spa offers services and therapies that include Head and Shoulder Treatment, Purifying Bio Fruit Facial, European Style Spa Treatment, Sugar Body Polish and Scrub, Healing Package for Elder Citizens, Hot Stone Therapy and Massage for Trekkers/Hikers among 25 various services. It also has service categories for teenagers, working people and senior citizens.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Currently, the spa has ongoing seasonal offering named Sexy Legs targeted at teenage girls for the summer season. Shrestha says that teenagers like to look good and stylish so the spa is trying to cash this sentiment. The offer includes waxing of leg and removing dark spots in elbow and other body parts. “Polishing with brown sugar gives a silky smooth and glowing finish to their legs,” says Maharjan. During the winter, the spa runs grooming service as well.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Adherence to the ethical practices is the speciality of Heritage Spa while being committed to the service excellence at the same time. When a customer enters the spa, s/he is accorded a warm hospitality. Further, the confidence of the customers is gained by properly explaining the procedures and making them understand all the dos and don’ts of the services. Maharjan says that highest degree of ethics is maintained at the staff level to provide customer satisfaction to the clients. “Even if a customer does not have any idea about spa treatments, we suggest and recommend the right services for them along with service etiquettes,” he adds.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Availing services at the Heritage Spa requires at least two hours prior bookings. Maharjan says that people like his spa because it is run by aestheticians trained abroad. The spa is open from 8 am to 8 pm and can offer services to 10 people at once. He adds that 15 per cent of sales are made through Internet bookings.</span></p>
<p class="Pa10" style="text-align:justify">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:"><img alt="heritage" border="1" height="360" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/product_focus.jpg" style="font-size: 20px; line-height: 23px;" vspace="10" width="531" /></span></p>
<p class="Pa10" style="text-align:justify">
	<span style="font-size: 10pt;">An average monthly clientele comprises of 60 per cent expatriates as the spa is located right next to a number of NGOs and INGOs around where many expats and employees of these organisations reside. The rest 40 per cent clientele comprises the locals of the area.</span></p>
<p class="Default">
	 </p>
<p class="Default">
	<span style="font-size: 10pt; text-align: justify;">The Heritage Spa is planning to develop itself as a centre for excellent spa services. The spa has its own training academy and is planning to operate a CIDESCO (Comite International Desthetique Et De Cosmetologie) – an international organisation headquartered in Zurich that offers trainings and diplomas on Aesthetics – affiliated spa academy by 2014. Maharjan believes that having a spa academy will help filling the gap between demand and supply of qualified therapists in the market.</span></p>
<p class="Default">
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			'title' => 'Movie Sequels',
			'sub_title' => '',
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			'content' => '<p>
	By Sajag Karki <br />
	<br />
	<img alt="barndtalk" border="1" height="197" hspace="5" src="http://newbusinessage.com/ckfinder/userfiles/Images/brandtalk_sajagkarki.jpg" vspace="5" width="315" /><br />
	<br />
	<br />
	<strong>Filmmakers are comfortable making sequels since such movies garner higher box office returns on an average and are less risky financially. </strong><br />
	<br />
	<br />
	After Spider-Man, Spider-Man 2 and Spider-Man 3, the latest release in the sequel is “The Amazing Spider-Man”. This shows the craze and fan following of movie sequels among the audiences. They are not just one off movies but legends in terms of their respective successes. Filmmakers are comfortable making sequels since such movies garner higher box office returns on an average and are less risky financially. <br />
	<br />
	<img align="left" alt="spiderman" border="0" height="427" hspace="5" src="http://newbusinessage.com/ckfinder/userfiles/Images/007.jpg" style="padding:15px; margin:15px;" vspace="5" width="300" /><br />
	<br />
	The established characters have such charismatic effect that the fans anxiously anticipate the release of these sequels of their favorite movies. These movies are highly successful brands and a sequel is made only if its previous version, i.e. a prequel, is a box office hit to the point that the viewers expect more of it. Star Trek, Mission Impossible, Harry Potter, Lord of the Rings, Men in Black and Iron Man are some examples of super successful sequels. <br />
	<br />
	<br />
	Harry Potter series is one such movie sequel that has done wonders among its fans with eight movies till date. It started from “Harry Potter and the Sorcerer’s Stone” released in 2001 till the latest version “Harry Potter and the Deathly Hallows-Part 2” released in 2011. The series is based on Harry Potter novels authored by British novelist J K Rowling who went on to become the first and only billionaire author till date. Basically, its Unique Selling Proposition (a.k.a. Unique Selling Point, or USP) is the portrayal of the protagonists Harry, Ron and Hermione in a spectacular and magical fantasy world. <br />
	<br />
	<br />
	Those who haven’t followed the series right from the beginning may not be able to comprehend its latter editions. At the same time, those who have followed the novel must be eagerly waiting for the next release of the Harry Potter series. Another classic is the James Bond series - the most popular spy films of all time. It’s based on the fictional character of James Bond (Code “007”), initially based on novels by Ian Fleming. It has grossed US$ 5 billion till date, making it the second highest grossing film series of all time after Harry Potter. <br />
	<br />
	<br />
	The stylish and macho character of James Bond has been portrayed by various actors including Sean Connery in “Dr. No”, Pierce Brosnan in “Die Another Day” and Daniel Craig in “Casino Royale”. These actors have added more sophistication to the James Bond character with each edition. The specialty about James Bond movies is that the series has become a legend in spy movies. The suave Bond character using super high-tech spy devices, fast cars and romancing beautiful women with his smooth moves have been the USP of all James Bond movies. <br />
	<br />
	<br />
	While analyzing the marketability of the movie sequels, they can be categorized under brand extension which are new product offerings (sequels) launched to capitalize on their parent brands (the original movies). There are basically four factors that determine a movie sequel as a successful brand. They are a) popularity of the original movie, b) distribution, c) likability factor of the original movie and d) star continuity. <br />
	<br />
	<br />
	People usually want their favorite stars to be seen in all the movies of a series which is the point of parity for sequel movies. Hence, star power and the directors are vital for the success of such movie series’. Lastly, the old marketing saying “The Customer is King” applies here as well as it is up to the viewers to decide the fate of these movie sequels. <br />
	<br />
	<br />
	<img alt="spiderman" height="375" src="http://newbusinessage.com/ckfinder/userfiles/Images/spiderman.jpg" style="margin: 15px; padding:15px;" width="300" /><br />
	<br />
	<br />
	<img alt="ghost" height="237" src="http://newbusinessage.com/ckfinder/userfiles/Images/ghost.jpg" style="margin: 15px; padding:15px;" width="300" /><br />
	<br />
	<strong><br />
	Karki is associated with JWT-Thompson Nepal Pvt Ltd. The article is based on research and author’s practical experience as a marketing and advertising professional. He can be reached at sajag_karki@hotmail.com <br />
	</strong><br />
	<br />
	 </p>',
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			'created' => '2012-08-15',
			'modified' => '2012-11-01',
			'keywords' => '',
			'description' => 'After Spider-Man, Spider-Man 2 and Spider-Man 3, the latest release in the sequel is “The Amazing Spider-Man”. This shows the craze and fan following of movie sequels among the audiences. They are not just one off movies but legends in terms of their respective successes. Filmmakers are comfortable making sequels since such movies garner higher box office returns on an average and are less risky financially.',
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			'article_category_id' => '57',
			'title' => 'Brand Loyalty',
			'sub_title' => '',
			'summary' => null,
			'content' => '<p>
	<img align="top" alt="brand loyality" border="1" height="196" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/karki.jpg" vspace="10" width="150" /></p>
<p>
	<strong>By Sajag Karki<br />
	</strong></p>
<p>
	Brand Loyalty depends upon several factors such as a productâ€™s utility value, brand association, nostalgia and consumer behaviour. People have preferences from one brand over the other with similar product benefits.<img align="right" alt="brand" border="1" height="354" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/levis.jpg" style="margin:10px; padding:10px;" vspace="10" width="300" /> The Nepali populace too has started to become brand conscious and the presence of various multinational brands to choose from has made brand loyalists consume their favourite brands. Especially, the youngsters seem to be hooked to their favourite brands and cannot do without them. An example could be the Appleâ€™s iphone with every other person aspiring to carry it. Gadgets such as laptops from Sony or mobile handsets from Nokia are similar examples. Clothing brands such as Leviâ€™s, Benetton, Giordano and many others are popular among the brand conscious consumers in Nepal.</p>
<p>
	It may be worthwhile mentioning here that well known brands with high awareness levels are liked by people. Why an Apple computer lover does always wants the same brand over and over again? Brands that have been established over a long period of time have huge loyal following as the users of these brands have several positive associations with them. Several brands such as Vaseline, Dettol, Mercedes, and Surf etc have various nostalgic attachments in our minds that cannot be easily erased from our memory. These names have become generic over the years which depict the trust such brands have created. Personal care products such as close up, Sunsilk, Lux and Vaseline etc have become a part of our daily lives. We cannot imagine spending a normal day without some brands that are close to our hearts. It is quite tough for newer products competing to make a mark in the minds of consumers loyal to their respective brands. Convincing a consumer to use a new brand over established ones is extremely challenging and if accomplished, could be termed quite an achievement.</p>
<p>
	To understand brand loyalty, the consumer buying behaviour should also be considered. There are six stages in the buying process: trigger, consider, search, choose, buy and experience. Trigger is the first and most important process as this takes place when a consumerâ€™s mind clicks for a need of a product. For example, a person may want a new phone that can browse the internet and help him with his work. After this, he starts considering whether to buy a new phone or to enhance the features in his current phone.<img align="right" alt="brand" border="1" height="211" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/apple(1).jpg" style="margin:10px; padding:10px;" vspace="10" width="300" />If he decides to buy a new phone, he enters the search stage where he explores the best option by doing an in depth analysis on product attributes, price and popularity. He then buys the brand he chose and finally experiences a sense of happiness if satisfied with the product he bought. This process works for all types of products and all demographics. Nonetheless, the duration of the consumer buying process varies upon the type of product and is different for a high involvement product such as a car, TV or a low involvement product like toothpaste, shampoo etc. Therefore, it is very important for a brand to at least be in the consideration set of its intended consumers. For this, the consumers must be aware of the brand and be able to recall it via regular communication mediums.&nbsp;</p>
<p>
	<img align="middle" alt="brand" border="1" height="97" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/qfx.jpg" style="margin:10px; padding:10px;" vspace="10" width="300" /></p>
<p>
	Over time, companies have used smart strategies to retain and build brand loyalties. Some examples could be opening clubs and giving loyalty points for regular users. QFX Cinemas in Nepal has recently introduced a club card which can be used for online ticket reservation and it gives two free tickets with the purchase of every ten tickets to its members. Hence, the club card benefits regular movie goers as they get free tickets encouraging them to go exclusively to QFX Cinemas instead of any other movie theatre in town. Similarly, airline companies too offer frequent flyer points to regular flyers with which these flyers get free tickets and other facilities on flying a certain number of flights or miles. In Nepal, Yeti Airlines has introduced a club card that encourages its trusted clientele to fly more with the airline. Banks too offer club cards with bundle of packaged facilities such as discounts in selected shopping outlets, free ATM service and other ancillary benefits.</p>
<p>
	It certainly makes a lot of sense to become brand loyal and enjoy a host of benefits provided by companies who encourage brand loyalty!!! &nbsp;</p>',
			'published' => true,
			'created' => '2012-02-22',
			'modified' => '2012-08-23',
			'keywords' => '',
			'description' => 'Over time,
companies have
used smart
strategies to
retain and build
brand loyalties.The presence
of various
multinational
brands to
choose from
has made
brand loyalists
consume their
favourite brands.',
			'sortorder' => '483',
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	(int) 12 => array(
		'Article' => array(
			'id' => '521',
			'article_category_id' => '57',
			'title' => 'Brand Endorsement',
			'sub_title' => '',
			'summary' => null,
			'content' => '<p style="text-align: justify;">
	<span style="font-size: 14px;"><img align="right" alt="" height="196" hspace="5" src="http://newbusinessage.com/ckfinder/userfiles/Images/sajag karki(1).jpg" style="margin:10px;padding:10px;" vspace="5" width="150" />Nepal has recently seen a growing trend of companies appointing brand ambassadors for the promotion of products and to enhance their brand image. Though the use of celebrities and popular personalities for brand endorsement has been around globally, the trend has picked up only recently in Nepal. Keeping in mind the economic and financial state of the nation, using brand ambassadors by business and companies as a means of branding is highly commendable. Companies are attracted to this sort of communication because celebrities have huge fan following and popularity which cuts across all demographics helping companies to build goodwill and boost sales figures. The use of celebrities in advertisements has been there in Nepal but endorsements are a recent phenomenon and are starting to give fruitful results for the investing companies. However, a very prudent decision must be made while choosing the right personality to suit a brand for a perfect match. One such popular brand ambassador in Nepal is Rajesh Hamal for Jagadamba Steels whereas he can also be seen in numerous other advertisements. It is a logical match as Hamalâ€™s macho personality suits the endorsement of a robust product such as steel. Hamalâ€™s public image has been exploited to give maximum mileage to the brand with positive feedback from the customers. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">Such big celebrity endorsers get a handsome remuneration package for the endorsements as well. One such high profile endorsement is that of Manisha Koirala for Home TV. Since the company has merged with Dish TV, Manisha and MaHa Jodi combinely promote Dish Home TV. MaHa Jodiâ€™s comic approach along with Manishaâ€™s aura has suited well with an entertainment related product. The MaHa duo is also the face of NLIC life insurance and Ambe Steels. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">Their ever popular image has certainly helped awareness regarding the aforementioned companies but it seems a mismatch between the type of product and the personalities that the comedy celebrity duo presents forth. Apparently, life insurance and steel related product need serious approaches and use of comedy actors does not seem to do justice to the personality of the brand. Another comic actor Deepak Raj Giri is the face of Sikhar Shoes while Rekha Thapa is the brand ambassador for United Telecom Ltd (UTL). The actors seem to have done wonders for the respective companies as their popularity and likability has leveraged their endorsements. Similarly, youth icon Nima Rumba is the face of several brands in Nepal. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">Hence, the significance of using brand ambassadors has been felt recently in marketing products and services. Talking about celebrity brand ambassadors for multinational companies like Nike, Adidas, Coke, Pepsi etc, there has been a lot of buzz surrounding them as well. Michael Jordanâ€™s endorsement of Nike is one of the most successful till date. He has also endorsed other successful brands such as Coke, Chevrolet, McDonaldâ€™s etc. In India, Coke has used Amir Khan and Aishwarya Rai in its endorsements whereas Pepsi being a young brand has stars like Ranbir Kapoor and Katrina Kaif to communicate the brandâ€™s personality. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">Shahrukh Khan is one of the celebrities with the most number of endorsements with numerous big brands under his belt. Not to forget, Amitabh Bachchan and the Bachchan family who combinedly endorse more than two dozen popular brands. As celebrities too are human beings who make mistakes, the negative effect of their personalities may have adverse affect on the brands they endorse. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">This is why companies are highly sensitive while choosing their endorsers. An alternative to celebrity endorsement is a character or mascot that represents a brand. Brand characters help grab attention as they are often colourful and promote eye candy factor. It also breaks the clutter in the marketplace and communicates key product benefits. Some popular examples are Pillsburyâ€™s Poppinâ€™ Fresh Doughboy and Evereadyâ€™s drumming pink bunny for their Energizer battery. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">Brand endorsement is not a cheap option, it's an expensive affair yet companies all over the world are attracted towards this form of marketing as it helps build their brands in the long run. With the rate at which Nepal is progressing in the advertising field, some interesting and innovative marketing approaches can be expected in the days ahead. <br />
	</span></p>
<p style="text-align: justify;">
	<strong><em><span style="font-size: 14px;">(Karki is associated with JWT (Thompson Nepal Pvt Ltd). The article is based on research and authorâ€™s practical experience as a marketing and advertising professional. He can be reached at sajag_karki@hotmail.com)</span></em></strong></p>',
			'published' => true,
			'created' => '2011-11-16',
			'modified' => '2012-11-01',
			'keywords' => '',
			'description' => 'Nepal has recently seen a growing trend of companies appointing brand ambassadors for the promotion of products and to enhance their brand image. Though the use of celebrities and popular personalities for brand endorsement has been around globally, the trend has picked up only recently in Nepal.',
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			'id' => '489',
			'article_category_id' => '57',
			'title' => 'Savvy: Everything In Your Car October 2011',
			'sub_title' => '',
			'summary' => null,
			'content' => '<div>
	<div style="text-align: justify;">
		<strong>By Sujan Tiwari</strong></div>
</div>
<div style="text-align: justify;">
	Do better things always cost more? Not always. With Proton Savvy, safety, style, performance and convenience can be yours at an unbeatable price. Brought in Nepal by Constant Business Group, the Savvy is a brand new product in the automobile market of Nepal.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	At Rs 2,125,000, it is hard to find a better deal than the Savvy hatchback. Savvy has five doors, 15 inch alloy wheels, extensive safety features, good audio system, body coloured exterior components and the list goes on.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	Savvy is made by Malaysian automakers Proton and features a Campro engine. Campro is the first automotive engine developed together by Proton and the auto giant Lotus.&nbsp;The Campro engine is developed to show Proton's ability to make their own engines that produce good power output and meet newer emission standards. The 4-cylinder, in line, SOHC Multi point injection 1149 cc engine produces a maximum power of 74 hp at 5500 rpm and a maximum torque of 105Nm at 4250 rpm. Savvy boasts a top speed of 170km/h and can go from 0 to 100 km/h in just 12.6 seconds, and that too with exceptional handling.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	Regarding the design, the engineers at Proton tried to produce a small car that offered practicality, fuel economy, generous space and great all round performance. Now, it can be said they achieved it all. Achieving these goals involved engineering a new, stronger and more rigid platform, resulting in a vehicle that offers superior handling, balance and responsiveness. The Savvy has a lot to offer for its low entry price, strong equipment levels, looks, performance and economy.</div>
<div style="text-align: justify;">
	<img align="left" alt="car" border="1" height="151" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/car(1).jpg" style="margin:10px; padding:10px;" vspace="10" width="400" /></div>
<div style="text-align: justify;">
	The design is eye catching and is sure to turn heads as you drive by in the compact stylish and irresistible Proton Savvy. Savvy's stylish exterior projects a look of young, spirited and energetic car with its stylish curves and the attractive hood lid. It has an integrated headlamp unit with turn signals and additional halogen front fog lamps. Savvy has a spacious interior with 50/50 split fold rear seats with fold flat rear seats cushions for increased load capacity and practicality. The interior is as stylish as the curvaceous exterior, which is complemented with aluminum highlights on the steering wheel, gear shifter and dashboard. There are conveniences like a powerful air-conditioning system, power window and custom built Clarion audio system with a built in CD player and FM/AM.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	The Proton Savvy is built sturdy and strong to protect you in many ways as it exceeds international safety regulations of the European community. The body of Savvy is built from strong L3 galvanized steel and is designed with crumple zone protection. Savvy offers side impact protection with side reinforcement bar. It got 3 star rating in Euro NCAP testing and has met international crash safety regulations.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	The Savvy has enhanced suspension dynamics ensuring a responsive drive. With the Savvy, Proton has developed an incredibly light yet strong small car that delivers a perfect ride and handling. On the front, it has McPherson strut with coil springs, and stabilizer bar and on the rear, it has torsion beam axle.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	Savvy takes you where you want to go in comfort and style, whether it's in city or enjoying a winding hilly road. With its outstanding features, Savvy has been able to receive two known Car of the Year  awards from two ASEAN countries, including the Cars, Bikes &amp; Trucks New Straits Times/Am Bank Group 2006 Car of the Year Award in the Supermini category, and the Best City Car award at the 6th Indonesian Car of the Year 2007 awards. Proton Savvy also has been voted among Thailand's top 10 cars in 2008 by The Nation daily's car writers.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	The Savvy is also recognized in the Malaysian Book of Records as the most fuel-efficient car in Malaysia during an on-road test by Proton with an average fuel consumption of about 24 km/l. Here in Nepal, the car gives a mileage of 16 to 18 km/l in the city and 20 to 22 on the highways, the company claims.</div>',
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			'created' => '2011-10-11',
			'modified' => '2013-05-24',
			'keywords' => '',
			'description' => 'Do better things always cost more? Not always. With Proton Savvy, safety, style, performance and convenience can be yours at an unbeatable price. Brought in......',
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	(int) 14 => array(
		'Article' => array(
			'id' => '488',
			'article_category_id' => '57',
			'title' => 'UFO: Pay Less Expect More October 2011',
			'sub_title' => '',
			'summary' => null,
			'content' => '<div style="text-align: justify;">
	<span style="font-size: 14px;">One of the vehicles imported and marketed in Nepal by Constant Business Group is UFO. It is an SUV manufactured by Chinese automobile company Jonway. Though the vehicle is made in China, it makes use of Mitsubishi engine and gearbox. The company has targeted the vehicle to those who want to switch from a sedan or a hatchback to a SUV. According to the company, UFO is very affordable and gives more value for money.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;">The 2011 model looks modern and stylish that is sure to get attention with its unique and fashionable outlook and its price-performance ratio. The crystal headlights look brilliant and have very powerful illumination that greatly improves driving safety at night. The beautifully designed LED taillights also correspond to the headlights. The integrated design makes the body look more stylish.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;">The inside of the vehicle is very roomy, a wide cabin that allows freedom. The five-seater vehicle has manually adjustable seats for extra comfort and also has ample storage area. There are features like power mirrors, keyless entry system, reverse sensor and power windows. The vehicle is also equipped with dual airbags, a powerful air-conditioner, front and rear fog lamps, power steering and steering audio controls.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;">The latest Mitsubishi engine has excellent power performance and provides stable and smooth acceleration. The 1.6 liter 4G18S engine produces a maximum power of 74.2 KW at 6000 rpm and a maximum torque of 134 Nm at 4500 rpm. The vehicle can attain a maximum speed of 150 km per hour. The vehicle has a 5-speed manual transmission that provides quick and smooth shifting while maintaining the stability at the same time.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;">UFO is equipped with disc brakes on all four wheels that can resist higher temperature and have more reliable stopping power so that the vehicle functions safely. The body of the car is designed is such a way that it can effectively absorb energy of a collision and disperse it throughout the frame to every part of the body. This prevents the deformation of the cabin at the event of collision and protects the driver and passengers.&nbsp;ABS is also incorporated in the vehicle to add to the safety.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;">The company claims that the vehicle gives a mileage of 12-14 km/l in the city and 16 to 18 km/l on the highways. The company has already sold 96 units of UFO. UFO, with all these features can be yours at a very affordable price of Rs 2,825,000. The company is giving out a warranty of 2 years or 35,000 kms, whichever is earlier.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>',
			'published' => true,
			'created' => '2011-10-11',
			'modified' => '2013-05-24',
			'keywords' => '',
			'description' => 'One of the vehicles imported and marketed in Nepal by Constant Business Group is UFO. It is an SUV manufactured by Chinese automobile company Jonway....',
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			'article_category_id' => '57',
			'title' => 'Establishing A Noodle’s Brand',
			'sub_title' => '',
			'summary' => null,
			'content' => '<div>
	&nbsp;</div>
<div>
	Noodles have become a Nepali staple. With so many new brands in the market, competition for consumer loyalty is fierce. The first homegrown manufacturer, in the early eighties, was Gandaki Noodles of Pokhara, which introduced Rara (named after a mountain lake). Then, around 1985, Wai Wai, manufactured by the Chaudhary group, entered the market with a brown, spicy, precooked noodle, which became an instant crowd pleaser in the urban centers. Along with this another brand RumPum appeared the market in late 90s.&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	In the past few years many players have entered the field, and today committed noodle fans can choose from a couple of dozen brands, manufactured by a dozen companies. Along with this, eating a noodle has been a culture among Nepalis and the business is doing well in the market as well. Here the question is&mdash;what makes noodle business sustainable among customers and in the market?&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	Entrepreneurs believe that powerful branding and quality of a product are two major factors that sustain a product. Noodle industries, too, are supportive to this fact. Every noodle industry, acknowledging this, involves itself in different branding strategies: be it a selection of catchy tags in a product or introducing different lucrative schemes or holding promotional campaigns directly targeting the potential consumers.&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	To attract consumers, RumPum had run various consumer schemes including the initial highly successful offer of putting a toffee along with each Rumpum. &ldquo;We are very conscious about the brands. We have a very strong research department and an international quality lab to check our products regularly to uphold our standards,&rdquo; shares Mahesh Jaju, Managing Director of Asian Thai Foods. Jaju adds, &ldquo;Promotional campaigns play a vital role to gain favor of the consumers.&rdquo;&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	With this increasing demand among cunsomers Rum Pum ran a massive media campaingn in late 90s targeting the 8-18 years children.&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	In the similar manner, Wai-Wai too adopted different branding policies to establish its products. GP Sah, Vice President, FMCG Division at Chaudhary Group admits that the initial days were not easy sailing. He says, &ldquo;The branding process had to be robust and scientific. We needed to be prepared for new brands that may come in the market and start competing with us. Our campaign&mdash;Hami Sabaiko Wai Wai-- certainly helped us in this regard and made the branding process quite easy.&rdquo;&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	Wai Wai also went through different other schemes as scholarship to children at schools and vitamin fortification in noodles. Wai wai focused more on making the noodle healthier by adding healthy ingredients such as vitamin.&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	Though other brands too did something similar&mdash;vitamin fortification as well as scholarships--but that of Wai Wai had a lasting effect. While other brands provided scholarship to the students in a lump sum onetime cash payment, Wai Wai paid the money to the schools of the scholarship recipients and started collecting their progress reports. &ldquo;We provided the scholarship amount in installments at regular interval so that it can have a lasting effect in the educational career of students,&rdquo; explains Sah.&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	These all show that a brand exists only through excessive branding. Noodles are great snack foods. Most the younger generation people have 10 rupees in their pocket.</div>
<div>
	&nbsp;</div>',
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			'created' => '2013-08-23',
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			'description' => 'Noodles have become a Nepali staple. With so many new brands in the market, competition for consumer loyalty is fierce. The first homegrown manufacturer, in the early eighties, was Gandaki Noodles of Pokhara, which introduced Rara (named after a mountain lake).',
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			'title' => 'Digital Signage Concept',
			'sub_title' => '',
			'summary' => null,
			'content' => '<p>
	<strong>By Srijal Bhattarai&nbsp;</strong></p>
<p>
	<span style="font-size: 12px;">The advertising industry in Nepal has foreseen minor changes in the past. The traditional mediums of mass coverage like television, newspaper and radio have always made us feel their presence in our daily life. When we talk about BTL activities, the first thing that comes to our mind are the flex stands and the hoarding boards spread across the country. There has been very little presence of digital outdoor mediums for communication in the past. As a pioneer in Digital Signage concept, which began from the year 2011 at BhatBhateni stores, Media Space Solutions have seen a few companies that are trying to promote this concept. This concept will not only be useful for organizations but also for the entire advertising industry of Nepal.</span></p>
<p>
	Digital signage has a lot of meanings with significant features which is useful for advertisers as well as the audience. One of the main features of digital signage concept is that this is a totally software driven concept which helps in minimizing cost and save resources.&nbsp;</p>
<p>
	<strong>Media Space Solutions- A Brand</strong></p>
<p>
	As the first step in establishing the concept of digital signage, Media Space Solutions (MSS) empowers advertisers with the ability to reach consumers through digital signage networks. &nbsp;MSS is dedicated to providing highly effective digital advertising and digital signage network solutions as a complete integrator of electronic signage network technology and applications.</p>
<p>
	The purpose of establishing Media Space Solutions was to create various differentiated media spaces to cater all the advertising needs of our clients in Nepal.&nbsp;</p>
<p>
	<strong style="font-size: 12px;">The Innovative Platforms</strong></p>
<p>
	<strong><span style="font-size: 12px;">1. Media Space Solutions ePoPM (MSS ePoPM)</span></strong></p>
<p>
	MSS ePoPM network has been expanding since its first phase implementation at the BhatBhateni Super Markets Pvt Ltd in BhatBhateni and Maharajgunj in March 2011. MSS ePoPM digital signage solution allows you to display dynamic and eye-catching product advertisements on digital screens located at high visibility areas within the departmental store.&nbsp;</p>
<p>
	MSS ePoPM solution allows you to display dynamic and eye-catching product advertisements on digital electronic posters located on high visibility areas within stores. This results in increase in sales and brand awareness by capitalizing on the key time in consumers purchase decision making process i.e. while in front of products.</p>
<p>
	<strong>2. MSS MicroMedia</strong></p>
<p>
	MSS Micro Media is a digital signage platform that extends the communication power of information in the form of audio visual content beyond television sets at home and delivers them to citizens of Kathmandu Valley in the most efficient manner while they are travelling.</p>
<p>
	This digital signage network of 60 screens targets a daily audience of approximately 30,000 commuters along six different routes spread across the Kathmandu Valley i.e. a total of 900,000 commuters every month. This network ensures compulsive viewership inside enclosed spaces and captive reception of the intended messages and information.</p>
<p>
	The MSS Micro Media digital signage platform displays audio video entertainment content in the form of music videos, informative programs, television commercials and awareness campaigns. MSS MicroMedia is a platform which has an integrated approach to deliver intended messages and communication material to and from various stakeholders: commuters, vehicle owners, vehicle operators, Nepal Police, Department of Transport as well as companies interested in promoting their products.&nbsp;</p>
<p>
	<strong style="font-size: 12px;">3. Sajha Media Space</strong></p>
<p>
	Sajha Media Space is an on-board Digital Entertainment and Advertising Network on the soon to be launched fleet of 16 Sajha Yatayat buses in Kathmandu Valley. This digital signage network consists of 16 High Definition 24 inch screens which will target a daily audience of approximately 25,000 commuters along two different routes intersecting at the heart of the capital i.e. a total of 750,000 commuters every month.&nbsp;</p>
<p>
	The consumer recall and ROI for advertisements aired on the Sajha Media Space network is higher than the same advertisements aired on television networks with national coverage considering the advertising tariffs of the two. This network of displays currently airs a wide range of entertainment content in the form of Music Videos, Stand-up Comedy, Social Messages and advertisements geared specifically towards commuters of Kathmandu Valley. Media Space intends to enhance the quality of travel experience on Sajha Yatayat buses.</p>
<p>
	<strong>Conclusion</strong></p>
<p>
	In order to be competitive in the advertising industry, various innovative ideas and platforms need to be implemented. These platforms will allow advertisers to reach their target audiences in an effective manner and will allow the intended message to be delivered appropriately. The government has already initiated the process of bringing down hoarding boards from the city and this will also play a vital role in such innovative concepts being implemented in future.</p>
<p>
	<img alt="Digital Signage Concept, Srijal Bhattarai" src="http://www.newbusinessage.com/ckfinder/userfiles/Images/brand_talk_may2013_digital_signage_concept(1).jpg" /></p>
<p>
	<span style="font-size:10px;">The writer is MD of Media Space Solutions and currently pursuing M Phil in management from Kathmandu University (KUSOM).&nbsp;</span></p>',
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			'keywords' => 'Digital Signage Concept, Brand Talk, Srijal Bhattarai',
			'description' => 'This concept will not only be useful for organizations but also for the entire advertising industry of Nepal.',
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			'id' => '949',
			'article_category_id' => '57',
			'title' => 'Proudly ‘Made In Nepal’',
			'sub_title' => '',
			'summary' => null,
			'content' => '<p style="text-align: justify;">
	<strong>By Sajag Karki</strong></p>
<p style="text-align: justify;">
	<br />
	<img alt="Brand Talk, April 2013" height="186" src="http://newbusinessage.com/ckfinder/userfiles/Images/brand_talk_april2013_made_in_nepal(1).jpg" style="margin:0 0 0 10px; float:right;" width="250" />The recent international trade fair held in Kathmandu showcased a wide range of high quality Nepali products. When we, being Nepali, have just started to be aware of our own products, a significant question triggered in my mind: “How could we brand Nepali products to market them globally?”&nbsp;</p>
<p style="text-align: justify;">
	We are all aware of special Nepali products like Palpali Dhaka ko topi, khukuri, handicrafts along with organic Ilam tea and many more. Along with this, herbal products, linen fabrics, lokta paper are indigenous to Nepal sourced within the country. However, these products &nbsp;haven’t gained popularity in the foreign market and not as expected in the Nepali market as well.&nbsp;</p>
<p style="text-align: justify;">
	The reason behind this is the lack of branding of Nepali products. We have an emotional attachment to these products, which is very good but it is high time to think rationally and start showcasing our products in the international arena. Though armed with an array of high quality Nepali products we seem to be lagging behind and it’s time to step up and change this scenario.</p>
<p style="text-align: justify;">
	&nbsp;If Swiss watches can be world famous for their quality and lineage, &nbsp;why can’t Nepali products? Of course it would be naïve to expect this happening overnight, but we can definitely make a start. For this purpose, we need to create a set of features that can identify our products as a Nepali brand, distinguishing them from other generic products. Instead of building castles in the air, we need to focus on specific and concrete aspects of branding. Going back to the basics: a brand is a name, logo, symbol or design which is intended to identify the goods and services of one seller or a group of sellers and differentiate them from their competition. Branding is more of package built around a product with both tangible and intangible elements associated with it. Anything as such can be branded: goods, services and experiences. Also events, persons or places, and even properties, corporations and &nbsp;ideas.&nbsp;</p>
<p style="text-align: justify;">
	My previous articles explain how Nepal itself is a place brand, &nbsp;attracting tourists because of its unique features (such as birthplace of Lord Gautam Buddha, Mt.Everest or our rich cultural heritage.) This time, I’m focusing on products that are made in Nepal, and how branding is the only way to market them internationally. &nbsp;First and foremost, we need an authentication branding our products as “Made in Nepal” so it can be used in various product lines such as clothing, handicraft, herbal products, tea, coffee or accessories.&nbsp;</p>
<p style="text-align: justify;">
	With a mix of all such unique and easily identifiable products of Nepal, it builds credibility by associating with genuine Nepali products. &nbsp;Now that the products have an authentication, the individual items in the product line can be positioned in different ways, targeting specific audiences. Let’s say linen clothing items like shirts, caps, trousers and coats/jacket can be positioned as “Cool as the Everest air”. This instantly describes the product being cool and light during summer time. Similarly, all our ‘made in Nepal’ products can be positioned accordingly. Along with advertisements of Nepali products telling the unique story of our rich cultural heritage, we need to participate in exhibitions and trade fairs organized in other parts of the world. Spreading good word of mouth about our Nepali brands would also do wonders. In this way, entrepreneurs would be able to get exposure to technologies used in other nations and transfer this knowledge back to Nepal.&nbsp;</p>
<p style="text-align: justify;">
	There is a huge demand for such products worldwide and, with proper market research and segmentation, we can create a niche for them. We are blessed with infinite natural resources that we can use to our advantage when selling Nepali products.&nbsp;</p>
<p style="text-align: justify;">
	With the changing times, we need to adopt a promotional and distribution strategy that suits the needs of today’s dynamic customers. Outlets selling Nepali products must have an atmosphere telling a unique story. It is very important also to have &nbsp;highly trained and knowledgeable sales staff to also depict quality of the products. The international trade fair has opened the gates to take Nepali products to new heights. &nbsp;With tactful branding strategies, there is no wonder we’ll see our products being the world’s best brand.&nbsp;</p>
<p>
	<span style="font-size: 10px;">The Article is based on research and author’s practical experience as a marketing and advertising professional. He can be reached at sajag_karki@hotmail.com</span></p>
<div>
	 </div>',
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			'created' => '2013-04-18',
			'modified' => '2013-04-18',
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			'description' => 'If Swiss watches can be world famous for their quality and lineage, why can’t Nepali products be?',
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			'title' => 'Replica Of Brands',
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			'content' => '<p style="text-align: justify;">
	<strong>By Sajag Karki</strong></p>
<p>
	<img align="right" alt="Brand Talk, February 2013" height="674" src="http://www.newbusinessage.com/ckfinder/userfiles/Images/brand_talk_feb2013.jpg" style="margin:0 0 0 10px;" width="220" /></p>
<p style="text-align: justify;">
	Nike, Reebok, Ray Ban, Gucci, Armani - you name it and there are replicas of every brand imaginable. There are many such replicas of brands available which people tend to purchase knowingly or unknowingly as the original one. One may think what difference would it make and who could identify the real one? Well, one might be right for all of them look the same at a glance. Also, the replicas give huge respite to those consumers who cannot afford the real offering of the brand. Hence, there is a huge market for this ranging from high quality replicas to the dirt-cheap ones. However, fake is fake and if one takes a closer look at it, one can easily identify and feel the difference. The fake ones have blurred logos, bad packaging, inferior materials which could even harm the user. People who are loyal to their brands and who know the essence of brand always buy the original products no matter how high the cost may be. It is not just about sporting a fake logo in the product, for them it’s about their association with the brand which gives them their identity. In western countries like in the US there are tougher laws that protect from replicating branded products. Intellectual property like movies and any other creative work also have copyrights.&nbsp;</p>
<p style="text-align: justify;">
	It’s no big secret that copies of brands are easily available in the market with varying degree of quality. Every now and then we hear about logos being copied from well known companies. This is a shame to the business and an insult to the creativity of the designer. Business law states that a registered trademark cannot be used by others especially if it is of a well-known one because of its familiarity. Even the prevailing Nepali law states that the same name cannot be used by two different companies. Similarly, similar names that could confuse a customer, too, should be avoided. A logo, say of McDonalds, cannot be copied as it is a well known icon. You can get a Ray Ban for as cheap as anything from a roadside vendor while the original product bought from its branded showroom costs ten times more. There is undoubtedly a significant market for consumers of such fake products, thanks to the “Made in China” brand which mass-produces copies of almost all big brands. As there are no strict rules followed by the concerned authorities regarding patent rights, nobody seems to care about it and people are happy with the replicas. “Do as Romans do in Rome” seems to have become the norm.&nbsp;</p>
<p style="text-align: justify;">
	Looking at the practical side of things, it wouldn’t have been possible for consumers of many developing countries to purchase branded products if it weren’t for the much affordable replicas. Hence, with high quality replicas people are able to quench their thirst for their favourite brands which would have otherwise not been feasible. Thousands of people use these products every day, thanks to the leverage of the original brands that has made it possible.&nbsp;</p>
<p style="">
	<span style="font-size:11px;">The Article is based on research and author’s practical experience as a marketing and advertising professional. He can be reached at sajag_karki@hotmail.com.</span></p>',
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			'created' => '2013-03-16',
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			'description' => 'There are many such replicas of brands available which people 
tend to purchase knowingly or unknowingly as the original one.',
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			'title' => 'Media Brands',
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			'content' => '<p>
	<strong style="text-align: justify;">By Sajag Karki</strong></p>
<p style="text-align: justify;">
	Whenever we think of international news, the first thing that comes to our mind is BBC (British Broadcasting Corporation) and CNN (Cable News Network) – the two leading broadcast media brands in the world that are instantly recognized by their acronyms. Whenever, there &nbsp;is any breaking news related to politics, natural disasters or any other significant international development, most people watch either of these two news channels. Though viewers might get the initial news from the local media, to confirm any big event they always turn to the big guns of the news world. Even the local media of many countries consider &nbsp;BBC and CNN as a benchmark for accurate, reliable information. CNN has positioned itself as a medium for hard, unbiased news coming straight from the source. Its flagship shows like Larry King live and Anderson Cooper 360 have enhanced its popularity across the world. Its social responsive programmes “project green” and “CNN heroes” have made it a medium for social change, trying to make the world a better place. Speaking of CNN heroes, two Nepali women have already been awarded with this prestigious title which encourages the youth in a developing nation like ours.&nbsp;</p>
<p style="text-align: justify;">
	BBC on the other hand is an immensely popular news brand. It’s known for its impartial news coverage, entertainment programmes and its website, too, is very popular. Apart from the national and world news, its popular programmes are “Hard Talk”, Newsnight and “Impact Asia” among others. Hard talk, hosted by celebrity presenter Stephen Sackur, is an in-depth, half-hour-long one on one interview show. “Impact Asia”, presented by Mishal Husain, is a mix of breaking news, debate and analysis using BBC’s range of correspondents based in the Asia Pacific and across the world. Since its inception in 1922, there has been no looking back for BBC’s highly trustworthy news service. It is the largest broadcaster in the world with 23,00 staff members and representatives spread across &nbsp;the world. Founded in 1980, CNN is much younger than BBC. But, as CNN’s slogan - “the worldwide leader in news” - says, it is not far behind the BBC in any way. It was the first channel to provide 24-hour news coverage and the first all-news TV channel in the United States.&nbsp;</p>
<p style="text-align: justify;">
	The popularity that these two news brands have earned over the years speaks volumes about their credibility and the people’s trust in them. They are not just corporations but a broadcaster with responsibility to bring positive change in their localities and influence the world with their social initiatives. It seems the Nepali media has finally taken its cue from these global leaders of the news world. For example, Kantipur, Nepal’s leading media house, recently came up with its social initiative named ‘One Nepali One Resolution’. The campaign was able to spread the message of taking responsibility of one’s actions by making one resolution and not to blame the government, the political parties or anyone for that matter.&nbsp;</p>
<p style="text-align: justify;">
	Responsible journalism, swift accurate news, sensible brand positioning, celebrity presenters and popular programmes contribute to building brands like the BBC and CNN that viewers worl-wide count on for the news that matters. &nbsp; &nbsp; &nbsp;&nbsp;</p>
<p style="text-align: justify;">
	The article is based on research and the author’s practical experience as a marketing and advertising professional. He can be reached at sajag_karki@hotmail.com</p>',
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			'title' => 'Brand Talk December 2012',
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	<span style="font-size:12px;"><span myriad="" style="font-family: "><img alt="brandtalk" border="1" height="97" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/brandtalk(1).jpg" vspace="10" width="180" /><br />
	By Sajag Karki</span></span></p>
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	<span style="font-size:12px;">&nbsp;</span></p>
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	<strong><span style="font-size:12px;">Formula One Grand Prix <br style="mso-special-character:line-break" />
	<br />
	<br />
	<img align="left" alt="formula one december 2012" border="1" height="221" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/grandprix(1).jpg" vspace="10" width="258" /></span></strong><span style="font-size:12px;"><span class="A28"><span style="color: windowtext;">The speed, glamour, thrilling entertainment quotient and superstar drivers are key associations for F1.<br style="mso-special-character:line-break" />
	</span></span></span></p>
<p class="Default">
	<span style="font-size:12px;">Bagging a sponsorship is akin to winning a battle for any company apparently because of the unprecedented mileage the event provides. <br />
	</span></p>
<p class="Pa7" style="text-align:justify">
	<span style="font-size:12px;"><span class="A4">T</span>he Indian Grand Prix was back again with much anticipation from its eager fans. It is part of the FIA Formula One (F1) World Championship where thunderous roars of engines race amidst thousands of fans who let their heart race. Calling it a mere car race would not justify the highly skilled drivers behind those wheels. It is the highest class of single-seater auto racing popular with its high end niche clientele. <br />
	<br />
	Bagging a sponsorship is akin to winning a battle for any company apparently because of the unprecedented mileage the event provides. This time around, the lucky sponsor for the event was Airtel and the company expected to strengthen its brand via the event. Some other sponsors were Red Bull, Petronas, BMW, Mercedes and Shell. Red Bull, an instant energy drink, is rightly placed in a heart throbbing event such as the F1. The organizers and all stakeholders were all set to cash in on the grand prix by cross selling Delhi as a travel destination making it a holiday package deal. </span></p>
<p class="Default">
	<span style="font-size:12px;">&nbsp;</span></p>
<p>
	<span style="font-size:12px;">F1 has been in action since 1950 when the first world championship race was held. Michael Schumacher and Alberto Ascari are a few names that have risen to fame by winning Formula One Championships. These names are almost synonymous with the mega event. F1 as a brand is glamorous, rich and entertaining. It caters to a young yet sophisticated audience that is interested in adventure sports. It is associated with the fastest car makers of the world put together in one hot spot with daredevil drivers that blaze at the speed of light. It can also be regarded as a highly technologically advanced system of interlinked connectivity among the driver, the pit crew and the strategic team.</span></p>
<p class="Pa8" style="text-align:justify">
	<span style="font-size:12px;">The speed, glamour, thrilling entertainment quotient and superstar drivers are key associations for F1. Also, the pit crew is an integral part of the grand prix brand. It involves the mechanics who refuel, put new tires, repair and maintain cars during the race. Without them, the show would not go on and the drivers would stand no chance of completing the race. Such is the value of the pit crew that the Indian Grand Prix had a campaign revolved around it. They announced a competition in which people could get a chance to be part of the pit crew if they won the contest. The pit crew campaign fulfilled the ultimate fantasy of Grand Prix fans. Being in the center of where all the action is, being part of the pit crew can be a dream come true. This is an effective and creative approach to promote the event as it creates anticipation value to the super lucky fans. The lucky ones who get a chance to be with the pit crew will be loyal customers of the brand and will cherish the moment throughout their lives by spreading good words to others. </span></p>
<p class="Pa8" style="text-align:justify">
	<span style="font-size:12px;">Hence, the campaign kicked off very well and can be regarded as one of the successful advertising campaigns ever. There are around 68 circuits of F1 all over the world on which super fast cars race. Formula One is a profitable revenue generating brand for all the parties involved - teams get a slice of money from sponsor logos on their cars whereas television channels make profit from broadcasting the races. As for the spectators, they get to witness the most amazing event of their lifetime. </span></p>
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	<strong><span style="font-size:12px;">&nbsp;<img alt="ralley" border="1" height="142" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/ralley.jpg" vspace="10" width="400" /></span></strong></p>
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	<strong><span style="font-size:12px;"><span style="line-height: 115%;">Karki can be reached at sajag_karki@hotmail. com. The article is based on research and author’s practical experience as a marketing and advertising professional.</span></span></strong></p>
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	<strong><span style="font-size:12px;"><span style="line-height: 115%;">&nbsp;</span></span></strong></p>
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	<span style="font-size:12px;"><span style="line-height: 115%;">&nbsp;</span></span></p>
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	<span style="font-size:14px;"><span style="line-height: 115%;"><img alt="brand talk" border="1" height="181" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/Brandtalk_nov2012.jpg" vspace="10" width="338" /><br />
	<br />
	<strong>Brand Talk</strong></span></span></div>
<div>
	<strong><span style="font-size:14px;">By Sajag Karki</span></strong></div>
<div>
	<strong><span style="font-size:14px;"><br />
	<img alt="Brand Talk" border="1" height="215" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/KFC(1).jpg" vspace="10" width="400" /><br />
	<br />
	<br />
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<div>
	<strong><span style="font-size:14px;"><span style="line-height: 115%;">The KFC Legacy</span></span></strong></div>
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	<strong><span style="font-size:14px;"><br />
	</span></strong></div>
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	<strong><span style="font-size:14px;"><span style="line-height: 115%;">The cult status earned by KFC can be credited to its very appealing logo.</span></span></strong></div>
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	<strong><span style="font-size:14px;"><br />
	</span></strong></div>
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	<span style="font-size:14px;">Kentucky Fried Chicken (KFC) is the world’s largest chain of fried chicken fast food restaurants. Headquartered in Kentucky, USA, this popular brand has its presence in over 17,000 locations worldwide including Nepal. The founder of the restaurant is Colonel Harland Sanders whose image has been used extensively in the branding including its logo. KFC enjoys salience of providing desired food at a reasonable price. It boasts an extensive menu which includes signature dishes like grilled chicken, potato wedges, rolls, French fries, soft drinks, salad and dessert among others apart from its very famous fried chicken. Kids and teens especially flock around its outlets enjoying big buckets of fried chicken along with spicy wings and drinks while creating good memories with friends and family. </span></div>
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	<span style="font-size:14px;">The cult status earned by KFC can be credited to its very appealing logo. The red and white combination logo prominently features Colonel Sanders in white goatee, and string tie, smiling behind his classic thick-rimmed glasses. The logo is quite welcoming for the customers and creates a favorable impression. Currently, KFC is using the tagline “So Good”, the zest of which is to encapsulate the addicting taste of it. The advertisement campaigns are also in line with the tagline. Its other popular taglines used are “Finger licking good” and “Follow your taste” which summarizes the personality of the brand. There are various factors associated with KFC which has made it an iconic brand: </span></div>
<div>
	<span style="font-size:14px;"><br />
	</span></div>
<div style="text-align:justify">
	<span style="font-size:14px;">The Secret Recipe: KFC’s founder Colonel Sanders’ “Original Recipe” of 11 herbs is said to have remained a valuable trade secret. The secret recipe is also one of its unique selling proposition (USP) by which it has been able to keep competition at bay. It is because of this recipe that KFC has been able to maintain the taste of its delicacies consistent throughout its outlets all over the world. </span></div>
<div>
	<span style="font-size:14px;"><br />
	</span></div>
<div style="text-align:justify">
	<span style="font-size:14px;">Consistent Branding: KFC, as a brand, represents fun, simple and delicious fried chicken that can be enjoyed by anyone from youngsters to senior citizens. It has maintained a remarkably consistent brand identity over the past 50 years channeling all its efforts into Colonel Sanders’ image. It also provides the utility value of fast food convenience for the fast paced lifestyle that people have in a lot of countries. Its red color symbolizes fun, excitement, passion and desire for delicious food. Despite its several health and animal cruelty controversies, KFC has managed to battle against all odds and remains strong in the hearts of its customers. </span></div>
<div>
	<span style="font-size:14px;"><br />
	</span></div>
<div style="text-align:justify">
	<span style="font-size:14px;">KFC Grilled Chicken: After complaints against KFC having an adverse effect on people’s health were made, a newer version-KFC Grilled Chicken was launched. This range of KFC is grilled and healthier than its fried counterpart. This shows the company’s commitment towards the health of its customers and a quick response strategy to tap the healthy market segment. The new range of KFC Grilled Chicken should be working wonders as it retains the brand value of great tasty chicken along with the added health benefit. </span></div>
<div>
	<span style="font-size:14px;"><br />
	</span></div>
<div style="text-align:justify">
	<span style="font-size:14px;">The craze for KFC could be seen with a large number of people flocking towards its outlet in Durbarmarg when it first opened its doors in Kathmandu. This was an example of the overwhelming response from its patrons all over, as KFC is a synonym for quality. With great promotion and publicity, the KFC brand has become even more trustworthy and reliable. Hence, its legacy is unprecedented and is sure to grow in the foreseeable future. </span></div>
<div>
	<span style="font-size:14px;"><strong><br />
	</strong></span></div>
<div>
	<span style="font-size:14px;"><strong><span style="line-height: 115%;">Karki can be reached at sajag_karki@hotmail. com. The article is based on research and author’s practical experience as a marketing and advertising professional.</span></strong></span></div>',
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	<strong><span class="A14"><span mso-bidi-font-family:="" myriad="" style="font-family:">By Sajag Karki</span></span></strong></p>
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	<strong><span class="A14"><span mso-bidi-font-family:="" myriad="" style="font-family:">&nbsp;</span></span></strong></p>
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	<span class="A14"><span mso-bidi-font-family:="" myriad="" style="font-family:">&nbsp;</span></span></p>
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	<span myriad="" style="font-size:32.0pt;line-height:115%;mso-bidi-font-family:
">Luxury Brands</span></p>
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	<span myriad="" style="font-size:32.0pt;line-height:115%;mso-bidi-font-family:
">&nbsp;</span></p>
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	<span class="A29"><span myriad="" style="font-size:15.0pt;line-height:
115%;font-family:">In this world of commercialization, luxury is more of an affluence or prestige factor than anything else.</span></span></p>
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	<span class="A29"><span myriad="" style="font-size:15.0pt;line-height:
115%;font-family:">&nbsp;<img alt="brand luxury" border="1" height="287" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/brand(1).jpg" vspace="10" width="394" /></span></span></p>
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	<span class="A4"><span style="font-size:
59.0pt">T</span></span><span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">he concept of luxury has been around in various forms since the beginning of civilization. People were fond of novelty items reflecting their obsession for vanity. Items such as perfume, jewelry, premium watches, and fine whisky were considered luxury. Such products or services are not considered essential and are associated with affluence. The case is no less different today as people are still lured towards new and unusual things that give them a sense of vanity. The only notable difference is that the novelty items in the past were generic whereas today they are branded. It’s a want rather than a need and luxury brands have been successful in catering to this niche audience. Brands such as Mercedes, BMW, Ritz Carlton etc are almost synonymous with luxury.</span> <br />
	<br />
	<img alt="" border="1" height="286" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/brand1.jpg" vspace="10" width="395" /></p>
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	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Upon understanding the basic product types in marketing, there are three product levels: core, basic and augmented. The core product is the basic benefit that it provides. The actual product involves the features, design, brand name etc. The augmented product gives customers something extra such as luxury which customers indulge in as vanity. An example could be high quality leather seats and dashboard for the Mercedes. Such luxury products need special purchase efforts like ordering in advance or special instructions for additional features. It also has high price and fewer purchase locations which makes possessing such products an act of self esteem. Lamborghini and Rolex are targeted at deep pocketed clients who wish to purchase expensive goods and relate to them as having better quality and signifying luxury. <br />
	<br />
	<img alt="brand3" border="1" height="294" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/brand3.jpg" vspace="10" width="402" /><br />
	</span></p>
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	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:"><span style="mso-spacerun:yes">&nbsp;</span>Branding of luxury goods have some basic principles which are: equating luxury with life experiences, implied level of unparallel customer service, attention to detail and loyalty benefits. Rolls Royce, for example, has created a cult status of a super luxury automobile brand as they themselves choose their clientele based on one’s status in the society. It is not one of those cars that you can walk in to the showroom and buy. In India, only a handful of high profile personalities like Amitabh Bachchan and Sachin Tendulkar have been chosen worthy to own a Rolls Royce. Hence, it is not just a matter of money but also a prestige awarded by the company for reaching an unprecedented level that meets the high standards set by the company. In a survey conducted by Forbes, some of the most desired luxury clothing brands are Gucci, Christian Dior and Giorgio Armani among others.</span> <br />
	<br />
	<img alt="brand14" border="1" height="301" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/brand2.jpg" vspace="10" width="394" /></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">However a term coined “mass luxury” has already begun to keep pace with luxury brands diversifying their products to meet the desires of middle class as well. BMW and Mercedes can be termed as mass luxury as anyone with money can buy it. Similarly, top hotels and airlines also have started mass luxury in order to sustain in the market. Five-star hotels with special discounted packages and airlines adding services in the economy class are all signs of mass luxury.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">In this world of commercialization, there is a saying “if you’ve got it, flaunt it” so luxury is more of an affluence or prestige factor than anything else. For those looking for all these, luxury brands could be a solution to all their desires.</span> <br />
	 </p>
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	<span myriad="" style="font-size:8.0pt;line-height:115%;mso-bidi-font-family:
">Karki can be reached at sajag_karki@hotmail. com. The article is based on research and author’s practical experience as a marketing and advertising professional.</span></p>',
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	<span class="A13"><span style="font-size:
59.0pt"><img alt="cocacola" border="1" height="187" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/cocacola(1).jpg" vspace="10" width="227" /><br />
	T</span></span><span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">ime and again, we hear about intense competition between brands. Companies try to prove their superiority over their rivals and to outsmart them which sometimes turn into brand wars. How does one differentiate products that have the same attributes? The only way is to position it differently through advertising campaigns and outrun the competition. Some classic examples are that of Coke Vs Pepsi along with some others like Horlicks Vs Complan.</span></p>
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	&nbsp;<span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">A research indicates that one could not distinguish between Coke and Pepsi in a blind test so, technically, they are the same. However, with smart positioning of Coke, brands like Sprite and Fanta have made them more appealing to the consumers. Locally, Sprite’s ongoing “Bato Clear Chha” campaign is being liked by the masses for its fresh approach to a mundane product. On the other hand, Pepsi has embarked on a global approach focusing on comparatively healthy drinks like Lipton Cold Tea and Tropicana Juice. With the obesity problem, lifestyles have changed thus urging companies to come up with healthier products. In that spirit, the company is giving more attention to water, juices and sports drinks which seems like a logical approach.</span> <br />
	<br />
	<img alt="airlines" border="1" height="201" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/horlicks.jpg" vspace="10" width="300" /></p>
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	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">There is an ongoing battle between Horlicks and Complan, both claiming their beverage can make children sharper, taller and stronger. The ad claims that children who were served Complan grew twice as fast to those on a regular diet due to its milk protein and nutrients. It also builds credibility by saying “Approved by Department of Food Science and Nutrition”. There is an ongoing case filed by the makers of Horlicks against Complan for allegedly damaging their reputation. In recent times, Horlicks is into a new strategy targeting working adults too and not just kids.</span></p>
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	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Buddha Air and Yeti Air, the giants in Nepal’s domestic aviation, saw a similar war going sometime back. One claimed their engine as slicker and superior while the other claimed their commitment to safety and convenience for passengers. Keeping aside the technical superiority of their airplanes, one thing that the ‘war’ did was to keep the two brands in the minds of the customers. At the end, it’s of course the customer who decides on the brand they feel emotionally connected with and not necessarily the functional superiority.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Many brands fought their own battles to cash in on the recently held London Olympic Games, the greatest sporting event, as well. While athletes all over the world flexed their muscles eying gold medals, companies made bids to get maximum exposure for their brands during the event. One of the surprise winners is Twitter which became popular because of inappropriate tweets from athletes. It was the first time when a social network brand cashed in on the Olympics. Well known sporting brand Puma’s bet on the world’s fastest man Usain Bolt paid off handsomely with unprecedented brand exposure during the games. Similarly, Nike and Gatorade too got their share of the pie. All in all, brand wars are more about reputation wars rather than product superiority. Since the competing brands in a certain category hardly have any differentiation product-wise, the only way out is to go head-on with the competition.</span> <br />
	<b style="mso-bidi-font-weight:normal">&nbsp;</b></p>
<p class="MsoNormal">
	<b style="mso-bidi-font-weight:normal"><span style="font-size:8.0pt;line-height:115%;color:#211D1E">Karki can be reached at sajag_karki@hotmail.com. The article is based on research and author’s practical experience as a marketing and advertising professional.<br />
	<br />
	<br />
	<br />
	</span></b></p>',
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			'created' => '2012-10-11',
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			'keywords' => '',
			'description' => 'Companies try to prove their superiority over their rivals and to outsmart them which sometimes turn into brand wars.',
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			'title' => 'Heritage Spa  A Serene Destination',
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<p class="MsoNormal">
	<span myriad="" style="font-size:15.0pt;line-height:115%;mso-bidi-font-family:
"><br />
	<span style="font-size: 12px;">&nbsp;</span><span myriad="" style="font-size: 15pt; line-height: 115%;">&nbsp;</span><span style="font-size: 15pt;">“We offer a warm hospitality and also have a beautiful garden to ensure a calming atmosphere.”</span></span></p>
<p class="Default">
	&nbsp;<img alt="kumar" border="1" height="184" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/spadirector.jpg" vspace="10" width="144" /></p>
<address>
	<strong><span class="A5"><span style="font-size:10.0pt">Kumar R Maharjan &nbsp;</span></span></strong></address>
<address>
	<strong><span class="A5"><span style="font-size:10.0pt">Chairman </span></span></strong></address>
<address>
	<strong><span class="A5"><span myriad="" style="font-size:10.0pt;line-height:
115%;font-family:">Heritage Spa</span></span></strong></address>
<p class="MsoNormal">
	<span class="A13"><span style="font-size:
59.0pt">W</span></span><span myriad="" style="font-size: 10pt;">ho wouldn’t love relaxation after a long and stressful day at work? Heritage Spa, with a tagline ‘an invitation for relaxation’, has come up with various stress-busting therapies. The spa is located in a serene and peaceful setting within the heart of maddening and bustling city of Kathmandu. Heritage Spa, located at Sanepa Height, has proven to be an easy getaway from a tiresome and stressful day.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Kumar R Maharjan, Chairman at the Heritage Spa says that in partnership with his friend, the spa was established in October 2011. It was started with a motive to offer relaxation to people, right next to their door at an affordable cost and within a short duration. “Irrespective of the profession one chooses, s/he needs relaxation due to stressful working hours. Usually, working people suffer from body pain, stiff muscles, mental stress and similar other problems,” he says, “This is a place where they can get rid of such stresses.”</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Maharjan says that there are various categories of spas. However, a spa needs appropriate location with peace and tranquillity. He believes a customer should be able to feel the positive vibe at the moment of entering the spa. “We offer a warm hospitality and also have a beautiful garden to ensure a calming atmosphere,” he says.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">According to Maharjan, Heritage Spa does not use any chemical-based products for any of its service offerings. The spa even produces Aloe Vera – needed for various therapies – on its own. The company believes that anything that is not to be eaten should not be applied on the skin either.</span> <br />
	<br />
	<img alt="Heritage Spa" border="1" height="227" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/product_1.jpg" style="float:left; margin:0 10px 0 0;" vspace="10" width="400" /></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Heritage Spa offers over two dozen services which cover treatments from head to toe. The spa claims to be the specialist in Swedish style facial and body massage. A session at Heritage Spa ranges anything from Rs 450 for a steam bath to Rs 3,500 for a ‘Shirodhara’. Maharjan explains that ‘Shirodhara’ is a therapy designed to eliminate mental exhaustion as well as stress and any ill effects on the central nervous system.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">The spa offers its signature services for both males and females. Reena Shrestha, Aesthetician at the spa says that males prefer receiving services before special occasions and parties while women do not need any special occasion as they always love to feel and look beautiful. <span style="mso-spacerun:yes">&nbsp;</span>Swedish style Facial is one of the signature services offered by the spa which involves pressing the right nodes in the face that makes the skin look younger. Shrestha says that use of natural products like almond, honey, milk, cucumber, Aloe Vera along with the right technique nourishes the skin and leaves a refreshing result.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">Similarly, Raw Coffee Body Scrub would be a perfect option for those looking to purify and cleanse dead skin cells from the body that ensures smooth and supple looks. Maharjan adds that body scrubs are equally beneficial for elderly people and the youngsters. Likewise, the Camphor Oil Body Treatment is one of the most demanded signature services at the spa. Using traditional ayurvedic methods of massage, the therapy heals painful tight muscles, removes toxins and unblocks energy flow. The massage session that takes around 60 to 90 minutes releases tensions and stress from the body.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;mso-bidi-font-family:">Other than these, the spa offers services and therapies that include Head and Shoulder Treatment, Purifying Bio Fruit Facial, European Style Spa Treatment, Sugar Body Polish and Scrub, Healing Package for Elder Citizens, Hot Stone Therapy and Massage for Trekkers/Hikers among 25 various services. It also has service categories for teenagers, working people and senior citizens.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Currently, the spa has ongoing seasonal offering named Sexy Legs targeted at teenage girls for the summer season. Shrestha says that teenagers like to look good and stylish so the spa is trying to cash this sentiment. The offer includes waxing of leg and removing dark spots in elbow and other body parts. “Polishing with brown sugar gives a silky smooth and glowing finish to their legs,” says Maharjan. During the winter, the spa runs grooming service as well.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Adherence to the ethical practices is the speciality of Heritage Spa while being committed to the service excellence at the same time. When a customer enters the spa, s/he is accorded a warm hospitality. Further, the confidence of the customers is gained by properly explaining the procedures and making them understand all the dos and don’ts of the services. Maharjan says that highest degree of ethics is maintained at the staff level to provide customer satisfaction to the clients. “Even if a customer does not have any idea about spa treatments, we suggest and recommend the right services for them along with service etiquettes,” he adds.</span></p>
<p class="Default">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:">Availing services at the Heritage Spa requires at least two hours prior bookings. Maharjan says that people like his spa because it is run by aestheticians trained abroad. The spa is open from 8 am to 8 pm and can offer services to 10 people at once. He adds that 15 per cent of sales are made through Internet bookings.</span></p>
<p class="Pa10" style="text-align:justify">
	<span myriad="" style="font-size:10.0pt;
mso-bidi-font-family:"><img alt="heritage" border="1" height="360" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/product_focus.jpg" style="font-size: 20px; line-height: 23px;" vspace="10" width="531" /></span></p>
<p class="Pa10" style="text-align:justify">
	<span style="font-size: 10pt;">An average monthly clientele comprises of 60 per cent expatriates as the spa is located right next to a number of NGOs and INGOs around where many expats and employees of these organisations reside. The rest 40 per cent clientele comprises the locals of the area.</span></p>
<p class="Default">
	 </p>
<p class="Default">
	<span style="font-size: 10pt; text-align: justify;">The Heritage Spa is planning to develop itself as a centre for excellent spa services. The spa has its own training academy and is planning to operate a CIDESCO (Comite International Desthetique Et De Cosmetologie) – an international organisation headquartered in Zurich that offers trainings and diplomas on Aesthetics – affiliated spa academy by 2014. Maharjan believes that having a spa academy will help filling the gap between demand and supply of qualified therapists in the market.</span></p>
<p class="Default">
	 </p>',
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			'description' => 'Using traditional ayurvedic methods of massage, the therapy heals painful tight muscles, removes toxins and unblocks energy flow. The massage session that takes around 60 to 90 minutes releases tensions and stress from the body.',
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			'article_category_id' => '57',
			'title' => 'Movie Sequels',
			'sub_title' => '',
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			'content' => '<p>
	By Sajag Karki <br />
	<br />
	<img alt="barndtalk" border="1" height="197" hspace="5" src="http://newbusinessage.com/ckfinder/userfiles/Images/brandtalk_sajagkarki.jpg" vspace="5" width="315" /><br />
	<br />
	<br />
	<strong>Filmmakers are comfortable making sequels since such movies garner higher box office returns on an average and are less risky financially. </strong><br />
	<br />
	<br />
	After Spider-Man, Spider-Man 2 and Spider-Man 3, the latest release in the sequel is “The Amazing Spider-Man”. This shows the craze and fan following of movie sequels among the audiences. They are not just one off movies but legends in terms of their respective successes. Filmmakers are comfortable making sequels since such movies garner higher box office returns on an average and are less risky financially. <br />
	<br />
	<img align="left" alt="spiderman" border="0" height="427" hspace="5" src="http://newbusinessage.com/ckfinder/userfiles/Images/007.jpg" style="padding:15px; margin:15px;" vspace="5" width="300" /><br />
	<br />
	The established characters have such charismatic effect that the fans anxiously anticipate the release of these sequels of their favorite movies. These movies are highly successful brands and a sequel is made only if its previous version, i.e. a prequel, is a box office hit to the point that the viewers expect more of it. Star Trek, Mission Impossible, Harry Potter, Lord of the Rings, Men in Black and Iron Man are some examples of super successful sequels. <br />
	<br />
	<br />
	Harry Potter series is one such movie sequel that has done wonders among its fans with eight movies till date. It started from “Harry Potter and the Sorcerer’s Stone” released in 2001 till the latest version “Harry Potter and the Deathly Hallows-Part 2” released in 2011. The series is based on Harry Potter novels authored by British novelist J K Rowling who went on to become the first and only billionaire author till date. Basically, its Unique Selling Proposition (a.k.a. Unique Selling Point, or USP) is the portrayal of the protagonists Harry, Ron and Hermione in a spectacular and magical fantasy world. <br />
	<br />
	<br />
	Those who haven’t followed the series right from the beginning may not be able to comprehend its latter editions. At the same time, those who have followed the novel must be eagerly waiting for the next release of the Harry Potter series. Another classic is the James Bond series - the most popular spy films of all time. It’s based on the fictional character of James Bond (Code “007”), initially based on novels by Ian Fleming. It has grossed US$ 5 billion till date, making it the second highest grossing film series of all time after Harry Potter. <br />
	<br />
	<br />
	The stylish and macho character of James Bond has been portrayed by various actors including Sean Connery in “Dr. No”, Pierce Brosnan in “Die Another Day” and Daniel Craig in “Casino Royale”. These actors have added more sophistication to the James Bond character with each edition. The specialty about James Bond movies is that the series has become a legend in spy movies. The suave Bond character using super high-tech spy devices, fast cars and romancing beautiful women with his smooth moves have been the USP of all James Bond movies. <br />
	<br />
	<br />
	While analyzing the marketability of the movie sequels, they can be categorized under brand extension which are new product offerings (sequels) launched to capitalize on their parent brands (the original movies). There are basically four factors that determine a movie sequel as a successful brand. They are a) popularity of the original movie, b) distribution, c) likability factor of the original movie and d) star continuity. <br />
	<br />
	<br />
	People usually want their favorite stars to be seen in all the movies of a series which is the point of parity for sequel movies. Hence, star power and the directors are vital for the success of such movie series’. Lastly, the old marketing saying “The Customer is King” applies here as well as it is up to the viewers to decide the fate of these movie sequels. <br />
	<br />
	<br />
	<img alt="spiderman" height="375" src="http://newbusinessage.com/ckfinder/userfiles/Images/spiderman.jpg" style="margin: 15px; padding:15px;" width="300" /><br />
	<br />
	<br />
	<img alt="ghost" height="237" src="http://newbusinessage.com/ckfinder/userfiles/Images/ghost.jpg" style="margin: 15px; padding:15px;" width="300" /><br />
	<br />
	<strong><br />
	Karki is associated with JWT-Thompson Nepal Pvt Ltd. The article is based on research and author’s practical experience as a marketing and advertising professional. He can be reached at sajag_karki@hotmail.com <br />
	</strong><br />
	<br />
	 </p>',
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			'created' => '2012-08-15',
			'modified' => '2012-11-01',
			'keywords' => '',
			'description' => 'After Spider-Man, Spider-Man 2 and Spider-Man 3, the latest release in the sequel is “The Amazing Spider-Man”. This shows the craze and fan following of movie sequels among the audiences. They are not just one off movies but legends in terms of their respective successes. Filmmakers are comfortable making sequels since such movies garner higher box office returns on an average and are less risky financially.',
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	(int) 11 => array(
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			'id' => '581',
			'article_category_id' => '57',
			'title' => 'Brand Loyalty',
			'sub_title' => '',
			'summary' => null,
			'content' => '<p>
	<img align="top" alt="brand loyality" border="1" height="196" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/karki.jpg" vspace="10" width="150" /></p>
<p>
	<strong>By Sajag Karki<br />
	</strong></p>
<p>
	Brand Loyalty depends upon several factors such as a productâ€™s utility value, brand association, nostalgia and consumer behaviour. People have preferences from one brand over the other with similar product benefits.<img align="right" alt="brand" border="1" height="354" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/levis.jpg" style="margin:10px; padding:10px;" vspace="10" width="300" /> The Nepali populace too has started to become brand conscious and the presence of various multinational brands to choose from has made brand loyalists consume their favourite brands. Especially, the youngsters seem to be hooked to their favourite brands and cannot do without them. An example could be the Appleâ€™s iphone with every other person aspiring to carry it. Gadgets such as laptops from Sony or mobile handsets from Nokia are similar examples. Clothing brands such as Leviâ€™s, Benetton, Giordano and many others are popular among the brand conscious consumers in Nepal.</p>
<p>
	It may be worthwhile mentioning here that well known brands with high awareness levels are liked by people. Why an Apple computer lover does always wants the same brand over and over again? Brands that have been established over a long period of time have huge loyal following as the users of these brands have several positive associations with them. Several brands such as Vaseline, Dettol, Mercedes, and Surf etc have various nostalgic attachments in our minds that cannot be easily erased from our memory. These names have become generic over the years which depict the trust such brands have created. Personal care products such as close up, Sunsilk, Lux and Vaseline etc have become a part of our daily lives. We cannot imagine spending a normal day without some brands that are close to our hearts. It is quite tough for newer products competing to make a mark in the minds of consumers loyal to their respective brands. Convincing a consumer to use a new brand over established ones is extremely challenging and if accomplished, could be termed quite an achievement.</p>
<p>
	To understand brand loyalty, the consumer buying behaviour should also be considered. There are six stages in the buying process: trigger, consider, search, choose, buy and experience. Trigger is the first and most important process as this takes place when a consumerâ€™s mind clicks for a need of a product. For example, a person may want a new phone that can browse the internet and help him with his work. After this, he starts considering whether to buy a new phone or to enhance the features in his current phone.<img align="right" alt="brand" border="1" height="211" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/apple(1).jpg" style="margin:10px; padding:10px;" vspace="10" width="300" />If he decides to buy a new phone, he enters the search stage where he explores the best option by doing an in depth analysis on product attributes, price and popularity. He then buys the brand he chose and finally experiences a sense of happiness if satisfied with the product he bought. This process works for all types of products and all demographics. Nonetheless, the duration of the consumer buying process varies upon the type of product and is different for a high involvement product such as a car, TV or a low involvement product like toothpaste, shampoo etc. Therefore, it is very important for a brand to at least be in the consideration set of its intended consumers. For this, the consumers must be aware of the brand and be able to recall it via regular communication mediums.&nbsp;</p>
<p>
	<img align="middle" alt="brand" border="1" height="97" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/qfx.jpg" style="margin:10px; padding:10px;" vspace="10" width="300" /></p>
<p>
	Over time, companies have used smart strategies to retain and build brand loyalties. Some examples could be opening clubs and giving loyalty points for regular users. QFX Cinemas in Nepal has recently introduced a club card which can be used for online ticket reservation and it gives two free tickets with the purchase of every ten tickets to its members. Hence, the club card benefits regular movie goers as they get free tickets encouraging them to go exclusively to QFX Cinemas instead of any other movie theatre in town. Similarly, airline companies too offer frequent flyer points to regular flyers with which these flyers get free tickets and other facilities on flying a certain number of flights or miles. In Nepal, Yeti Airlines has introduced a club card that encourages its trusted clientele to fly more with the airline. Banks too offer club cards with bundle of packaged facilities such as discounts in selected shopping outlets, free ATM service and other ancillary benefits.</p>
<p>
	It certainly makes a lot of sense to become brand loyal and enjoy a host of benefits provided by companies who encourage brand loyalty!!! &nbsp;</p>',
			'published' => true,
			'created' => '2012-02-22',
			'modified' => '2012-08-23',
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			'description' => 'Over time,
companies have
used smart
strategies to
retain and build
brand loyalties.The presence
of various
multinational
brands to
choose from
has made
brand loyalists
consume their
favourite brands.',
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	(int) 12 => array(
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			'id' => '521',
			'article_category_id' => '57',
			'title' => 'Brand Endorsement',
			'sub_title' => '',
			'summary' => null,
			'content' => '<p style="text-align: justify;">
	<span style="font-size: 14px;"><img align="right" alt="" height="196" hspace="5" src="http://newbusinessage.com/ckfinder/userfiles/Images/sajag karki(1).jpg" style="margin:10px;padding:10px;" vspace="5" width="150" />Nepal has recently seen a growing trend of companies appointing brand ambassadors for the promotion of products and to enhance their brand image. Though the use of celebrities and popular personalities for brand endorsement has been around globally, the trend has picked up only recently in Nepal. Keeping in mind the economic and financial state of the nation, using brand ambassadors by business and companies as a means of branding is highly commendable. Companies are attracted to this sort of communication because celebrities have huge fan following and popularity which cuts across all demographics helping companies to build goodwill and boost sales figures. The use of celebrities in advertisements has been there in Nepal but endorsements are a recent phenomenon and are starting to give fruitful results for the investing companies. However, a very prudent decision must be made while choosing the right personality to suit a brand for a perfect match. One such popular brand ambassador in Nepal is Rajesh Hamal for Jagadamba Steels whereas he can also be seen in numerous other advertisements. It is a logical match as Hamalâ€™s macho personality suits the endorsement of a robust product such as steel. Hamalâ€™s public image has been exploited to give maximum mileage to the brand with positive feedback from the customers. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">Such big celebrity endorsers get a handsome remuneration package for the endorsements as well. One such high profile endorsement is that of Manisha Koirala for Home TV. Since the company has merged with Dish TV, Manisha and MaHa Jodi combinely promote Dish Home TV. MaHa Jodiâ€™s comic approach along with Manishaâ€™s aura has suited well with an entertainment related product. The MaHa duo is also the face of NLIC life insurance and Ambe Steels. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">Their ever popular image has certainly helped awareness regarding the aforementioned companies but it seems a mismatch between the type of product and the personalities that the comedy celebrity duo presents forth. Apparently, life insurance and steel related product need serious approaches and use of comedy actors does not seem to do justice to the personality of the brand. Another comic actor Deepak Raj Giri is the face of Sikhar Shoes while Rekha Thapa is the brand ambassador for United Telecom Ltd (UTL). The actors seem to have done wonders for the respective companies as their popularity and likability has leveraged their endorsements. Similarly, youth icon Nima Rumba is the face of several brands in Nepal. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">Hence, the significance of using brand ambassadors has been felt recently in marketing products and services. Talking about celebrity brand ambassadors for multinational companies like Nike, Adidas, Coke, Pepsi etc, there has been a lot of buzz surrounding them as well. Michael Jordanâ€™s endorsement of Nike is one of the most successful till date. He has also endorsed other successful brands such as Coke, Chevrolet, McDonaldâ€™s etc. In India, Coke has used Amir Khan and Aishwarya Rai in its endorsements whereas Pepsi being a young brand has stars like Ranbir Kapoor and Katrina Kaif to communicate the brandâ€™s personality. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">Shahrukh Khan is one of the celebrities with the most number of endorsements with numerous big brands under his belt. Not to forget, Amitabh Bachchan and the Bachchan family who combinedly endorse more than two dozen popular brands. As celebrities too are human beings who make mistakes, the negative effect of their personalities may have adverse affect on the brands they endorse. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">This is why companies are highly sensitive while choosing their endorsers. An alternative to celebrity endorsement is a character or mascot that represents a brand. Brand characters help grab attention as they are often colourful and promote eye candy factor. It also breaks the clutter in the marketplace and communicates key product benefits. Some popular examples are Pillsburyâ€™s Poppinâ€™ Fresh Doughboy and Evereadyâ€™s drumming pink bunny for their Energizer battery. <br />
	</span></p>
<p style="text-align: justify;">
	<span style="font-size: 14px;">Brand endorsement is not a cheap option, it's an expensive affair yet companies all over the world are attracted towards this form of marketing as it helps build their brands in the long run. With the rate at which Nepal is progressing in the advertising field, some interesting and innovative marketing approaches can be expected in the days ahead. <br />
	</span></p>
<p style="text-align: justify;">
	<strong><em><span style="font-size: 14px;">(Karki is associated with JWT (Thompson Nepal Pvt Ltd). The article is based on research and authorâ€™s practical experience as a marketing and advertising professional. He can be reached at sajag_karki@hotmail.com)</span></em></strong></p>',
			'published' => true,
			'created' => '2011-11-16',
			'modified' => '2012-11-01',
			'keywords' => '',
			'description' => 'Nepal has recently seen a growing trend of companies appointing brand ambassadors for the promotion of products and to enhance their brand image. Though the use of celebrities and popular personalities for brand endorsement has been around globally, the trend has picked up only recently in Nepal.',
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	(int) 13 => array(
		'Article' => array(
			'id' => '489',
			'article_category_id' => '57',
			'title' => 'Savvy: Everything In Your Car October 2011',
			'sub_title' => '',
			'summary' => null,
			'content' => '<div>
	<div style="text-align: justify;">
		<strong>By Sujan Tiwari</strong></div>
</div>
<div style="text-align: justify;">
	Do better things always cost more? Not always. With Proton Savvy, safety, style, performance and convenience can be yours at an unbeatable price. Brought in Nepal by Constant Business Group, the Savvy is a brand new product in the automobile market of Nepal.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	At Rs 2,125,000, it is hard to find a better deal than the Savvy hatchback. Savvy has five doors, 15 inch alloy wheels, extensive safety features, good audio system, body coloured exterior components and the list goes on.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	Savvy is made by Malaysian automakers Proton and features a Campro engine. Campro is the first automotive engine developed together by Proton and the auto giant Lotus.&nbsp;The Campro engine is developed to show Proton's ability to make their own engines that produce good power output and meet newer emission standards. The 4-cylinder, in line, SOHC Multi point injection 1149 cc engine produces a maximum power of 74 hp at 5500 rpm and a maximum torque of 105Nm at 4250 rpm. Savvy boasts a top speed of 170km/h and can go from 0 to 100 km/h in just 12.6 seconds, and that too with exceptional handling.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	Regarding the design, the engineers at Proton tried to produce a small car that offered practicality, fuel economy, generous space and great all round performance. Now, it can be said they achieved it all. Achieving these goals involved engineering a new, stronger and more rigid platform, resulting in a vehicle that offers superior handling, balance and responsiveness. The Savvy has a lot to offer for its low entry price, strong equipment levels, looks, performance and economy.</div>
<div style="text-align: justify;">
	<img align="left" alt="car" border="1" height="151" hspace="10" src="http://newbusinessage.com/ckfinder/userfiles/Images/car(1).jpg" style="margin:10px; padding:10px;" vspace="10" width="400" /></div>
<div style="text-align: justify;">
	The design is eye catching and is sure to turn heads as you drive by in the compact stylish and irresistible Proton Savvy. Savvy's stylish exterior projects a look of young, spirited and energetic car with its stylish curves and the attractive hood lid. It has an integrated headlamp unit with turn signals and additional halogen front fog lamps. Savvy has a spacious interior with 50/50 split fold rear seats with fold flat rear seats cushions for increased load capacity and practicality. The interior is as stylish as the curvaceous exterior, which is complemented with aluminum highlights on the steering wheel, gear shifter and dashboard. There are conveniences like a powerful air-conditioning system, power window and custom built Clarion audio system with a built in CD player and FM/AM.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	The Proton Savvy is built sturdy and strong to protect you in many ways as it exceeds international safety regulations of the European community. The body of Savvy is built from strong L3 galvanized steel and is designed with crumple zone protection. Savvy offers side impact protection with side reinforcement bar. It got 3 star rating in Euro NCAP testing and has met international crash safety regulations.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	The Savvy has enhanced suspension dynamics ensuring a responsive drive. With the Savvy, Proton has developed an incredibly light yet strong small car that delivers a perfect ride and handling. On the front, it has McPherson strut with coil springs, and stabilizer bar and on the rear, it has torsion beam axle.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	Savvy takes you where you want to go in comfort and style, whether it's in city or enjoying a winding hilly road. With its outstanding features, Savvy has been able to receive two known Car of the Year  awards from two ASEAN countries, including the Cars, Bikes &amp; Trucks New Straits Times/Am Bank Group 2006 Car of the Year Award in the Supermini category, and the Best City Car award at the 6th Indonesian Car of the Year 2007 awards. Proton Savvy also has been voted among Thailand's top 10 cars in 2008 by The Nation daily's car writers.</div>
<div style="text-align: justify;">
	<br />
	 </div>
<div style="text-align: justify;">
	The Savvy is also recognized in the Malaysian Book of Records as the most fuel-efficient car in Malaysia during an on-road test by Proton with an average fuel consumption of about 24 km/l. Here in Nepal, the car gives a mileage of 16 to 18 km/l in the city and 20 to 22 on the highways, the company claims.</div>',
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			'created' => '2011-10-11',
			'modified' => '2013-05-24',
			'keywords' => '',
			'description' => 'Do better things always cost more? Not always. With Proton Savvy, safety, style, performance and convenience can be yours at an unbeatable price. Brought in......',
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	(int) 14 => array(
		'Article' => array(
			'id' => '488',
			'article_category_id' => '57',
			'title' => 'UFO: Pay Less Expect More October 2011',
			'sub_title' => '',
			'summary' => null,
			'content' => '<div style="text-align: justify;">
	<span style="font-size: 14px;">One of the vehicles imported and marketed in Nepal by Constant Business Group is UFO. It is an SUV manufactured by Chinese automobile company Jonway. Though the vehicle is made in China, it makes use of Mitsubishi engine and gearbox. The company has targeted the vehicle to those who want to switch from a sedan or a hatchback to a SUV. According to the company, UFO is very affordable and gives more value for money.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;">The 2011 model looks modern and stylish that is sure to get attention with its unique and fashionable outlook and its price-performance ratio. The crystal headlights look brilliant and have very powerful illumination that greatly improves driving safety at night. The beautifully designed LED taillights also correspond to the headlights. The integrated design makes the body look more stylish.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;">The inside of the vehicle is very roomy, a wide cabin that allows freedom. The five-seater vehicle has manually adjustable seats for extra comfort and also has ample storage area. There are features like power mirrors, keyless entry system, reverse sensor and power windows. The vehicle is also equipped with dual airbags, a powerful air-conditioner, front and rear fog lamps, power steering and steering audio controls.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;">The latest Mitsubishi engine has excellent power performance and provides stable and smooth acceleration. The 1.6 liter 4G18S engine produces a maximum power of 74.2 KW at 6000 rpm and a maximum torque of 134 Nm at 4500 rpm. The vehicle can attain a maximum speed of 150 km per hour. The vehicle has a 5-speed manual transmission that provides quick and smooth shifting while maintaining the stability at the same time.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;">UFO is equipped with disc brakes on all four wheels that can resist higher temperature and have more reliable stopping power so that the vehicle functions safely. The body of the car is designed is such a way that it can effectively absorb energy of a collision and disperse it throughout the frame to every part of the body. This prevents the deformation of the cabin at the event of collision and protects the driver and passengers.&nbsp;ABS is also incorporated in the vehicle to add to the safety.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;">The company claims that the vehicle gives a mileage of 12-14 km/l in the city and 16 to 18 km/l on the highways. The company has already sold 96 units of UFO. UFO, with all these features can be yours at a very affordable price of Rs 2,825,000. The company is giving out a warranty of 2 years or 35,000 kms, whichever is earlier.</span></div>
<div style="text-align: justify;">
	<span style="font-size: 14px;"><br />
	</span></div>',
			'published' => true,
			'created' => '2011-10-11',
			'modified' => '2013-05-24',
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			'description' => 'One of the vehicles imported and marketed in Nepal by Constant Business Group is UFO. It is an SUV manufactured by Chinese automobile company Jonway....',
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FOREX

Currency	Unit	Buy	Sell
U.S. Dollar	1	121.23	121.83
European Euro	1	131.65	132.31
UK Pound Sterling	1	142.47	143.18
Swiss Franc	1	124.29	124.90
Australian Dollar	1	71.69	72.05
Canadian Dollar	1	83.90	84.32
Japanese Yen	10	10.94	11.00
Chinese Yuan	1	17.17	17.26
Saudi Arabian Riyal	1	32.27	32.43
UAE Dirham	1	33.01	33.17
Malaysian Ringgit	1	27.36	27.50
South Korean Won	100	9.77	9.82

Update: 2020-03-25 | Source: Nepal Rastra Bank (NRB)

Bullion

Fine Gold	1 tola	77000.00
Tejabi Gold	1 tola	76700.00
Silver	1 tola	720.00

Update : 2020-03-25

Source: Federation of Nepal Gold and Silver Dealers' Association

Petroleum

Petrol	1 Liter	106.00
Diesel	1 Liter	95.00
Kerosene	1 Liter	95.00
LP Gas	1 Cylinder	1375.00