Fresh from the Market is now back with a bang! Check this space weekly for marketing updates from the world of FMCG, sports and personalities, automobiles, media, print, entertainment and a whole lot more. Read on-

FMCG

1. Procter & Gamble will next week become the latest major multi-national company to sign up as a sponsor of the International Olympic Committee (IOC) in a deal that will include London 2012. Inside the Games

2. Seven major food and beverage companies have signed a unique pledge committing themselves to responsible advertising and marketing to children. This is the first such self-regulatory pledge in India on the lines of the one in the European Union. Times of India

3. Procter & Gamble is planning to increase the minimum retail price of its detergent brand Tide by as much as 15 per cent and HUL looking to follow suit. NDTV Profit

4. Unilever is the first global FMCG company to commit to sourcing all of its paper and board packaging from sustainably managed forests or recycled material within a clearly defined time frame.Greener Package

5. Vaseline broke new grounds last month by launching a marketing campaign for its skin-whitening product for men by means of a Facebook application. The app, targeted primarily at an Indian audience, has come under international criticism for being “racist”. PC World

6. Unilever has agreed to sell its slow-growing Italian frozen foods unit Findus to Birds Eye Iglo, which belongs to private equity group Permira, for 805 million Euros (687.9 million pound). Reuters

Sports and Personalities

1. Dhoni to be selective with brands.
Rather than milking the 200cr deal, Rhiti Sports plans to focus on building the brand Dhoni by being selective about the products/brands they want Dhoni to endorse. DNA India

2. Lady Gaga the brand.
She has more facebook fans than President Obama. She has become the world’s biggest pop star at 24. A peek into building the brand Lady Gaga… After all, anybody can make music! AZ Central

3. London kicks off bicycle project for ‘greenest’ Olympics.
The city of London is going to start a project next week to encourage people ride bicycle as the main transportation so as to make the greenest Olympics ever. Serious concern or marketing gimmick? Xinhuanet

Automobiles

1. According to a recent Millward Brown survey, BMW is the most valuable automotive brand. The company surpassed last year’s winner, Toyota, with an estimated value of $21.82 (€16.52) billion. Vahini

2. Chevrolet is taking serious measures to stop people from calling it ‘Chevy’. The move is aimed at creating a consistency to strengthen the brand. Vahini

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