Market Wise

JUST AS one man's meat is another man's poison, one man's crisis become's another man's opportunity.

shoe box clear (photo credit: Courtesy)
shoe box clear
(photo credit: Courtesy)
JUST AS one man's meat is another man's poison, one man's crisis become's another man's opportunity. In response to the crisis of Israel's mineral-water companies, which have had to withdraw some of their products from the shelves for fear that they might be polluted, Brita Israel, the local branch of the global manufacturer of water-filtration products for household use, has rushed in emergency supplies to enable existing and potential customers to drink tap water without fear of contamination. According to Vered Shaham, general manager of Soda Pop, which markets and distributes Brita in Israel, local tap water is perfectly all right, but requires Brita filtration and purification to make it tastier. MANUFACTURERS OF household cleaning products try to convince us that our lives will be made much easier by their spray-and-wipe detergents; the Cillit Bang products are supposedly so efficient that dirt just melts away. Actress Keren Rubin has been selected to present the new Cillit campaign, which has not one, not two, but four products that are specific or multipurpose. The floor cleaner is specific, another product is a stain remover, one is a regular multipurpose cleaner and another is a double-strength multipurpose cleaner. A major problem for people who don't read Hebrew, or who even if they do, have problems with technical language or small type, is how to distinguish one product from another. People whose Hebrew is minimal or nonexistent will require help the first time around, but after that will be able to choose their Cillit products in accordance with the color-coded caps on the containers. UNLESS YOU happen to be one of those fortunate people who are born obsessively tidy with an ability to automatically live by the motto "a place for everything and everything in it's place," you need help in keep your closets in order so that when you're looking for something, you know just where it is. Some people store their shoes in boxes, with the result that when they're in a hurry and can't remember which shoes are in which box, everything falls into disarray in the course of the search. Israel's Clearbox company has come up with an instant solution for people who live out of boxes. It produces and markets transparent boxes that are great for storage; they protect what's inside while enabling whoever may looking for something in the closet to see what's there without having to disturb anything. Prices range from NIS 25 to NIS 30 per box, depending on height, width and length. The smaller boxes are good for flat-heeled shoes; the larger boxes can comfortably store boots. This kind of storage system protects footwear from dust and from the scuffing, which inevitably results when they are constantly mixed up in a scramble of other shoes and boots. While the boxes were designed with shoes in mind, the large boxes can also be used for other items, such as storage of sweaters according to color. To find out more or to place an order, call (052) 364-4040 or (03) 533-8920. Orders are delivered within 48 hours. HP IS investing more than NIS 1 million in a multimedia campaign to market its All-in-One multifunction Touchsmart printer with sleek design, 22-inch LCD screen and features that enable instant access to information, entertainment and social networks. The marketing campaign will be conducted on screens in movie theaters, on the Internet and in the print media. WITH PESSAH less than two months away, wine producers are getting ready with new blends for the Seder table. Some households continue to practice the custom of serving white wine to disprove the blood libels that claimed that Jews used the blood of Christian children in the production of matza and Pessah wines. For those households that serve only white wine on Pessah, as well as for those who serve both, Barkan Wines has released two new blends: Reserve Emerald Riesling 2008 and Reserve Sauvignon Blanc 2008, selling at NIS 44 each. Given that wine prices are dramatically reduced in the week leading up to Pessah, it might be wise to wait before making a bulk purchase. THE BEAUTY business is booming as increasing numbers of people - both men and women - seek to improve on their natural features. Proportzia, one of Israel's most veteran and highly advertised plastic-surgery clinics, prides itself on keeping its finger on the pulse of the latest developments in human aesthetics. It has launched a new department of aesthetics, using the latest beauty technologies in its nine clinics across the country, at an investment of NIS 2m. The investment includes not only the acquisition of new state-of-the-art equipment, but also the training of six highly experienced plastic surgeons on updated methods in their respective fields. WHILE SALES people and office workers are struggling to make ends meet, international super-models are still earning large sums of money for doing relatively little in comparison. Case in point is Adi Neuman, who has been signed up by Signal to continue as its presenter for the new season. According to the terms of the contract, Neuman will receive $50,000 for the Spring/Summer campaign. With the dollar rate of exchange increasing daily, that currently puts the sum she will be getting in excess of NIS 200,000. And this is only one of the assignments she will be undertaking in the immediate future. The NIS 1.5m. marketing campaign featuring Neuman will begin in mid-March, with billboard posters, catalogues, fashion productions in magazines and newspapers, as well as promotions in all the chain's branches. SELDOM HAS the Avis slogan "We try harder" been more meaningful than in the present economic circumstances. Trying harder has apparently paid off because Avis has just invested NIS 1.2m. in the opening of a new car-sales and rental branch at the entrance to the north Lod industrial zone. The new branch, which has parking spaces for 135 vehicles, will sell cars and also lease vehicles to the business community. ISRAEL HAS joined the ever growing global Dinner in the Sky family that was the brainchild of Belgian marketing executive David Ghysels. He originally pitched it to a client who loved it, but couldn't do much about it because there were so many technical problems to overcome. It took two years to find a solution, and now, three years later, close to 30 countries are partners in the project. People strapped into seats along a very long table are hoisted by a crane to sit 50 meters high while eating a gourmet meal and coming almost within touching distance of monumental buildings in any given city. In Israel, Dinner in the Sky can be had over the City of David in Jerusalem, the walls of Old Jaffa or any other historic part of the country. The Israeli partner in the project is Ilon Zada, who has appointed Frank Azoulai to be the executive chef of Dinner in the Sky. Azoulai has worked in exclusive restaurants with some of the crème de la crème chefs in Paris and New York and has frequently appeared as a guest celebrity chef on television programs. Dinner in the Sky is not for the faint-hearted or the light of pocket, but it is a memorable experience for anyone who can afford it.