<ul><li><keyword id="6369745" type="ORGANIZATION" weightage="20" keywordseo="coca-cola">Coca Cola</keyword> and Bata Heritage have partnered to come up with a new shoe collection. </li><li>The collection literally has the prints of Coca Cola on the shoe. </li><li>The price of the different shoes start from ₹4,000. </li></ul>If you are one of those who can’t do without your daily dose of Coca Cola, the global beverage company has found a bizarre way to book a place in your wardrobe. The company has tied up with the shoe company Bata Heritage to come up with a new collection of shoes which literally has Coca Cola prints on a shoe! Calling it the “iconic capsule collection” the companies have come together to bring back the Bata Tennis and Hotshot shoes that were a big hit in the 1930s. Coca Cola is not new to the apparel and footwear industry. Coca Cola had partnered with apparel brand Kith to launch a line of accessories and clothing, and have gone on to launch three different collections. The beverage company has a long legacy of making its mark in the lifestyle of its consumers. And of course it makes for great marketing. But with the shoe’s price being ₹4,000 and above, will it really work with the Indian millennial? See Also: <a href="https://www.businessinsider.in/sportswear-brand-under-armour-head-to-india-to-take-on-nike-adidas/articleshow/68250588.cms">Global sportswear brand Under Armour heads to India, brings on board former Adidas exec Tushar Goculdas</a> <a href="https://www.businessinsider.in/virat-kohli-creates-another-record-but-off-the-field-signs-rs-110-crore-deal-with-puma/articleshow/57248344.cms">Virat Kohli creates another record but off-the-field, signs Rs 110 crore deal with Puma</a>

In today’s bizarre trend: Coca Cola prints on your Bata shoe

<ul><li>M S Dhoni signed new deal with Coca Cola; to endorse <keyword id="146909" type="PERSON" weightage="20" keywordseo="Powerade">Powerade</keyword> </li><li>Dhoni’s previous soft drink endorsement was for Pepsi; which ended in 2016 </li><li>Coca Cola’s Powerade will directly compete with <keyword id="54572" type="COMPANY" weightage="20" keywordseo="PepsiCo">PepsiCo</keyword>’s Gatorade. </li></ul>Indian cricketer M S Dhoni signed a deal to endorse Coca Cola’s new brand of soft drinks called Powerade. The deal is estimated to be worth ₹150 million over three years <a href="https://brandequity.economictimes.indiatimes.com/news/marketing/ms-dhoni-makes-a-come-back-to-the-land-of-softdrinks-to-endorse-powerade/69818482">according to Economic Times</a>. The Rhiti Group, manages M.S Dhoni has confirmed the deal but did not comment on details. According to Arun Pandey, the chairman of the firm, “M S Dhoni has signed a mulyi-year endorsement deal with <keyword id="6391475" type="ORGANIZATION" weightage="20" keywordseo="coca-cola">Coca-Cola</keyword>’s Powerade. He has over 30 brand associations presently.” Dhoni’s previous soft drink endorsement deal with Pepsi Co ended in 2016. In the 11-year old association, the cricketer endorsed both Pepsi Cola and Lay’s chips. He was also the face of campaigns like ‘Oh Yes Abhi’ and ‘Change The Game’. Coca Cola has planned a multimedia campaign featuring Dhoni and Powerade. This drink will compete directly with PepsiCo’s Gatorade. Dhoni’s brand value and endorsements had slumped after he retired from test cricket in 2014. A 2018 celebrity brand valuation report by global valuation and corporate finance advisory firm <a href="https://brandequity.economictimes.indiatimes.com/news/marketing/ms-dhoni-makes-a-come-back-to-the-land-of-softdrinks-to-endorse-powerade/69818482">Duff &amp; Phelps</a> estimated Dhoni's brand value at $26.9 million, twelfth in celebrity brand value. He was the only sportsman in the list, after captain <keyword id="6354486" type="PERSON" weightage="20" keywordseo="virat-kohli">Virat Kohli</keyword>, in the top dozen. The 37-year-old’s brand value saw a resurgence in past two years. Industry experts are of the <a href="https://brandequity.economictimes.indiatimes.com/news/marketing/ms-dhoni-makes-a-come-back-to-the-land-of-softdrinks-to-endorse-powerade/69818482">opinion</a> that Dhoni, widely believed to be playing his last World Cup, is a brand that has revived with a different niche. Dhoni, who captained India in to win the 2011 World Cup, is learnt to charge about ₹50-80 million a year for endorsements. This year, the cricketer signed endorsement deals with bus-ticketing platform major redBus, and toothpaste brand Colgate. Last year, he signed more than 10 endorsement deals including <a href="https://brandequity.economictimes.indiatimes.com/tag/mastercard">Mastercard</a>, BharatMatrimony, German cybersecurity company WardWiz, fantasy sports platform Dream11, <a href="https://brandequity.economictimes.indiatimes.com/tag/Snickers">Snickers</a> chocolates, online pharmacy Netmeds, domain registrar and web hosting company <a href="https://brandequity.economictimes.indiatimes.com/tag/GoDaddy">GoDaddy</a>, luxury watch <keyword id="742777" type="COMPANY" weightage="20" keywordseo="Panerai">Panerai</keyword>, and automotive batteries and solar applications brand LivFast. He also endorses his own sportswear brand Seven promoted by Rhiti Sports, launched in February 2016, and a chain of gyms by the name of SportsFit World, which he started in 2012.

Dhoni to power Coca Cola’s Powerade; signs 3 year endorsement deal

<ul><li>Myntra is offering extra discounts on its products, if the customer opts for ‘no return.’ </li><li>The move is to cut down on the large number of returns on the ordered items. </li><li>The offer is applicable to products from lifestyle, apparel, electronics and home decor categories. </li><li>The e-commerce stores get nearly 15%-20% of returns on purchased items, according to a consulting firm in India.</li></ul>Flipkart’s subsidiary Myntra is wooing its customers by offering additional discounts on its products. But, that comes with a ‘no return’ policy. This means if the customers want to opt for additional discounts, they will have to give up on the benefits of free returns and exchanges for the products they ordered. In order to avail the extra discount, the buyer has to go for ‘non-returnable’ option while making the purchase. The additional discount on the products is up to 4%, if the buyer chooses to not return the product. The online fashion store is reportedly <a href="https://economictimes.indiatimes.com/industry/services/retail/myntra-to-offer-more-discounts-on-promise-of-no-return/articleshow/69034265.cms?utm_source=ETTopNews&amp;utm_medium=HPTN&amp;utm_campaign=AL1&amp;utm_content=23">exercising the scheme</a> to cut down on the large number of returns on the ordered items. According to a consulting firm tailing the retail industry in India, the e-commerce stores get nearly 15%-20% of returns on purchased items. This may be due to the fact that the returns are easy and non chargeable, it added. This scheme is valid on collection under lifestyle, home decor and electronics among others. However, the additional discount varies from product to product. Myntra is boosting its customer experience with lucrative offers, Amar Nagaram, heading Myntra, Jabong reportedly said. We keep on experimenting new features, keeping in mind the performance, he added According to an ET report, the move will benefit both the company and its customers since some measure of the amount saved on reverse logistics will go to its customers. However, the scheme has not been floated by Flipkart or its other subsidiary Jabong. The e-commerce fashion giant has been rolling out<a href="https://yourstory.com/2017/11/myntra-ties-goonj-cause-donate-redeem-upgrade-fashion"> attractive offers</a> for quite sometime now. Earlier in 2018, the company floated an initiative in collaboration with Goonj, that allowed customers to upgrade — buy new products in return of the old clothes. Separately, as an upgrade to its fashion store, Myntra, in October, also launched its <a href="https://www.indiaretailing.com/2018/10/29/fashion/myntra-launches-its-in-house-plus-size-brand-sztori/">‘plus size’ </a>brand Sztori, targeting a larger range of sizes for customers. See also: <a href="https://www.businessinsider.in/sportswear-brand-under-armour-head-to-india-to-take-on-nike-adidas/articleshow/68250588.cms">Global sportswear brand Under Armour heads to India, brings on board former Adidas exec Tushar Goculdas</a> <a href="https://www.businessinsider.in/the-indian-government-just-dealt-a-serious-surprise-to-amazon-and-flipkart-heres-what-that-means-for-online-shoppers/articleshow/67272151.cms">The Indian government just dealt a serious surprise to Amazon and Flipkart — Here’s what that means for online shoppers</a> <a href="https://www.businessinsider.in/has-amazon-overtaken-flipkart-the-answer-depends-on-who-is-asking/articleshow/66863163.cms">Has Amazon overtaken Flipkart? New numbers reopen the debate</a>

Myntra is luring its customers with additional discounts — but there’s a catch

While e-commerce giants <a href="http://www.businessinsider.in/Flipkart-is-offering-huge-discounts-on-Apple-iPhone-7-Google-Pixel/articleshow/58679296.cms">Flipkart</a> and <a href="http://www.businessinsider.in/Amazon-India-is-planning-to-double-its-investment-on-seller-infrastructure/articleshow/58236304.cms">Amazon</a> are offering huge discounts to lure customers into shopping more, brick-and-mortar retailers are also not far behind their online rivals. Several of India’s leading offline retailers also start their own mini sales whenever these e-commerce sites start their sales, apart from usual offers on weekends. Also read: <a href="http://www.businessinsider.in/Flipkart-Vs-Amazon-Sale-war-to-begin-with-heavy-discounts-heres-the-deal/articleshow/58527992.cms">Flipkart Vs Amazon! Sale war to begin with heavy discounts; here’s the deal</a> On the weekend that went by, Gap Inc, the fashion house from US, offered flat 60% discount with an additional 10% off on the purchase of five items in Bengaluru. Both <a href="http://www.businessinsider.in/Kishore-Biyani-surprisingly-backed-Flipkart-Heres-how/articleshow/58457736.cms">Flipkart</a> and <a href="http://www.businessinsider.in/Amazons-Jeff-Bezos-is-impressed-with-India-story-says-we-are-the-fastest-growing-marketplace/articleshow/58414165.cms">Amazon</a> have offered huge discounts during the last week, with their Big10 sale and Great Indian Sale, respectively. Similarly, Lifestyle department store chain offered flat 30% off, while Aldo gave 25% discount and Tommy Hilfiger offered 30% discount on the purchase of two products. Several other brands like Lifestyle, Aldo, Tommy Hilfiger, Scullers, Chemistry, Only, Aeropostale, and Forever 21, also offered discounts or other promotional offers in their stores. "The ongoing sale is a response to online. They (brands and retailers) don't want to be left out," said Suresh Singaravelu, executive director of retail at Prestige Estates Projects, operating Forum malls in south India and the UB City luxury mall in Bengaluru. "Competition is now not just within the brands but within the channels too," he added. With these offers, malls are seeing a jump in footfalls as well as gross turnover. Retailers, however, are of the opinion that these offers are not because of ongoing sales on e-commerce platforms. "Ours is neither a sale nor reaction to online sales. Ours is a specific category-led promotion, just for a day or 12 hours. Nothing beyond that," Vishnu Prasad, CEO of the Central chain, told <a href="http://economictimes.indiatimes.com/industry/services/retail/amazon-flipkart-not-alone-even-offline-retailers-are-offering-huge-discounts/articleshow/58674951.cms">ET</a>. "Categories that we are promoting are footwear, handbags and sportswear. Other categories are not part of the promotion." (Also read: Little Bento World)

It’s the season of sales, but Flipkart and Amazon are not alone

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image">Lara O'Reilly/Business Insider</div></div></div>BuzzFeed believes that its growing slate of originals are approaching TV territory in terms of audience size and viewer loyalty.Take the show "Worth It," which feature two buddies comparing meals at high-end restaurants with cheap alternatives (like $13 ribs versus $225 ribs, or $2 <a href="https://www.youtube.com/watch?v=bcdJgjNDsto&amp;t=241s&amp;list=PL5vtqDuUM1DmXwYYAQcyUwtcalp_SesZD&amp;index=7">New York pizza slices versus $2,000 pizzas</a>). It's not uncommon for episodes, which run 12 to 16 minutes, to generate 10 million views on YouTube.To read more about how BuzzFeed is selling this story in an attempt to get a slice of TV ad budgets, <a href="http://www.businessinsider.com/buzzfeed-says-shows-like-worth-it-are-pulling-in-tv-audiences-2017-8">click here.</a>In other news:<a href="http://www.businessinsider.com/millions-of-people-are-watching-steven-lim-buzzfeed-food-show-worth-it-2017-8">Millions of people are watching Steven Lim, star of the BuzzFeed show 'Worth It,' eat his way across the globe.</a> "Worth It," features Lim and co-star Andrew Ilnyckyj comparing high end menu items like $70 cheesecakes with $4 variations. <a href="http://www.businessinsider.com/people-are-outraged-about-a-racist-video-india-china-xinhua-news-7-sins-of-india">People are outraged by a 'racist' propaganda video that a Chinese state media agency made about India.</a> The video features a Chinese actor who is shown wearing a turban and a fake brown beard as he recites monosyllabic lines in a mocking Indian English accent.<a href="http://www.businessinsider.com/an-online-petition-is-calling-for-nike-to-stop-supporting-trump-2017-8">Nike is under fire for 'supporting' Trump.</a> Grassroots advocacy group Courage Campaign is circulating <a href="http://act.couragecampaign.org/sign/NikeDumpTrump/">a petition</a> calling for the sportswear brand to relocate its flagship Niketown store from New York City's Trump Tower and end its financial support for Donald Trump.<a href="http://uk.businessinsider.com/mic-staff-layoffs-pivot-to-video-2017-8">Mic has laid off 25 staff as part of a pivot to video</a>. Most of the staffers are from Mic's news and editorial departments, as the company switches focus to "visual journalism."<a href="http://uk.businessinsider.com/google-app-store-gab-ban-hate-speech-2017-8">Gab, a social network popular with the alt-right, has raised $1 million through crowdfunding, even as it was booted from Google's Play Store for hate speech</a>. The company was founded by Andrew Torba, a Trump supporter thrown off the Y Combinator startup program for speaking in a "threatening" way to other founders.<a href="http://uk.businessinsider.com/james-damore-interview-video-2017-8">Business Insider spoke with fired Google engineer James Damore, who compared being conservative at the firm to "being gay in the 1950s."</a> He also claimed the memo which got him fired "empowered" women.<a href="http://www.hollywoodreporter.com/features/kardashian-decade-how-a-sex-tape-led-a-billion-dollar-brand-1029592">Hollywood Reporter traces how the Kardashians exploded into the zeitgeist.</a> The stars and producers of the megafranchise reveal how a billion-bollar brand was built.<a href="https://digiday.com/marketing/amazon-looming-walmart-quietly-grows-advertising-platform/">As Walmart's e-commerce business grows and it becomes a significant digital player, brands have realized that Walmart.com is a lucrative ad vehicle, reports Digiday. </a>Walmart offers both insertion order-based media buys and programmatic display through Walmart Exchange, a media network the company introduced in 2014.<a href="https://www.wsj.com/articles/trump-threatened-to-kill-the-at-t-time-warner-deal-but-its-very-much-alive-1502998077">AT&amp;T lawyers are talking with the Justice Department about terms of its $85B takeover of Time Warner, the Wall Street Journal reports.</a> This suggests that the deal's success is imminent. Follow us at <a href="http://read.bi/2eHPhLy">@BI_Corporate </a> to be among the first to hear about news and updates from Business Insider. Also, sign up for the <a href="http://read.bi/2uscrJP">Executive Summary</a> , a new biweekly newsletter that brings the latest marketing news, trends, and company updates straight to your inbox. <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/good-cholesterol-hdl-not-so-good-2017-7">We may have been wrong about 'good' cholesterol all this time</a></h3> <div> </div> </div>

What you need to know in advertising today

<div class="KonaFilter image-container display-table float_right"><div><div class="image">REUTERS/Gustau NacarinoProtesters catch clothing thrown out of a clothing store by their colleagues during a general strike in central Barcelona September 29, 2010.</div></div></div>The world's biggest jeans-maker makes an unfashionable bet on the middle market
LEVI'S, the oldest and most popular brand of jeans, has seen better days, such as when Bruce Springsteen wore a pair on the cover of his 1984 album, "Born in the USA".
It has also seen worse ones, such as in the mid-1990s, when it failed to make jeans that were defiantly baggy enough for urban teenagers. Sales of Levi Strauss, the 161-year-old parent company, peaked at close to $8 billion in the 1990s; by 2009 they were about half that.
Things have since stabilised. In 2013 both revenues and profit grew for the first time in five years. But troubles that have dogged Levi's since denim stopped being a statement and became merely a fabric have not gone away. Consumers are defecting to cheaper jeans, sold by "fast-fashion" retailers like Zara and H&amp;M, and to trendier labels like Diesel and True Religion.
Among American men, Levi's most important customers, there is a trend to greater formality at work: they are wearing tapered trousers to the office rather than 501s. There is another, more menacing trend, "athleisure"--wearing gym kit as everyday attire.
Its main practitioners are women, who would just as soon lounge around in yoga pants as in jeans. On July 8th Levi Strauss reported that net sales dropped by 2% in the second quarter, compared with a year earlier, partly because of a sharp fall in sales to American women.
With its gold-rush pedigree and rock'n'roll resonance, Levi's exudes the sort of authenticity that most brands crave. But tradition is also a curse. A jeans-maker is unlikely to become a sportswear powerhouse like Nike, which has more than five times the sales. Nor can it easily branch out into dresses and blouses like its San Francisco neighbour, Gap. The brand is "trapped in its denim heritage," says Ashma Kunde of Euromonitor International, a market-research firm.
One answer would be to redouble its bet on tradition by emphasising Levi's American roots, shifting production back home and moving upmarket. That seems to have helped another Californian rock'n'roll legend, Fender, which moved production of some guitars back to its home state after a soul-destroying spell in the clutches of a media giant, CBS.
But that is not Levi's plan. It is loth to raise prices, which would cede the middle of the jeans market to rivals like Wrangler. Instead, it is taking almost the opposite tack: a new marketing strategy shifts the brand away from rust-belt edginess and toward a cheerier mainstream.
For the past several years Levi's has been urging consumers to "go forth" in chiaroscuro adverts that mention death, rough roads and a glimmer of light to show the way forward. In a Springsteenesque touch, Levi's adopted a dilapidated steel town, Braddock, Pennsylvania, as the campaign's mascot.
But it spoke more to a moody minority than to the fun-loving middle that Levi's wants to reach. It has now dumped the campaign. A new one will focus on customers' biographies rather than the company's. People just wear jeans but they "Live in Levi's", it will say.
It will take more than a marketing fix to bring back the glory days. Chip Bergh, the chief executive, is chopping costs, perhaps to prepare the family-owned firm for the stockmarket. Just a quarter of its sales come from outlets it owns, including its websites; rivals sell women two tops per pair of jeans; Levi's sells less than one.
Levi's is trying to correct these imbalances, by opening more stores and by striking deals with sports teams like the San Francisco 49ers, hoping to sell more men's shirts. There is growth to be had in China and India, tracts of which are still denim-less. Having tried and failed to launch a cheaper Denizen jeans brand in Asia, Levi's is putting all its chips on the main brand, which is pricey by local standards.
It is also trying to become more "athleisurely". New jeans for women add yogic stretch to the denim. A sporty cyclists' version has cuffs that roll up to reveal reflective tape. Such innovations may keep Levi's on trend. You won't catch The Boss wearing them on his next album cover.
Click <a href="https://subscriptions.economist.com/nwcd">here</a> to subscribe to The Economist

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In today’s bizarre trend: Coca Cola prints on your Bata shoe

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Dhoni to power Coca Cola’s Powerade; signs 3 year endorsement deal

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Myntra is luring its customers with additional discounts — but there’s a catch

BI India Bureau

It’s the season of sales, but Flipkart and Amazon are not alone

BI India Bureau

What you need to know in advertising today

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Levi Strauss: The Boss and the yogi

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Apple, Amazon, Google, and hundreds of businesses vowed to meet Paris climate goals on their own 'in the absence of leadership from Washington'

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