ADVILLE STARS OR JUST GLAM TRIVIA?

Reet Ahluwalia, Head of Arms Communications, brings his own spirited take to the talk. He believes that after the filmstars and cricketers, it is the turn of the ad guys to become the next demigods. “It’s a part of our popular culture. That’s the way we are as people, enjoying high comfort in their presence,” says Ahluwalia. [Note: He recently lost a big account because the clients were promised Piyush Pandey’s personal supervision.]

Arvind Sharma, Chairman, Leo Burnett, India, is up next. He insists that the personality cult thing has always been around in Adville and while it is an alluring assumption to believe that a hotshot adman or charismatic creative whiz will wave a magic wand and part the waters, unfortunately that is not how things work. A large agency has at least 30-50 brands to work on and it’s not possible for one individual to cast his spell on all of them. Sharma believes that it is less an individual and more of internal culture that defines effective work. “Our NCD Pops Sridhar is no less a star than any of the ones mentioned, but he chooses to downplay his persona or promote himself, and instead remains organisation / team centric,” says Sharma. Everest Industries’ Amit Oberoi begs to differ. He insists that the stars are stars because of some unique and special qualities they bring to the table. “They fascinate, turn-on and delight their constituency with their amazing talent and charisma, which others can’t. That’s what constitutes the difference between a Shah Rukh Khan and Irfan Khan. One is a worshipped megastar: the other an admired actor. I rest my case.” Titus Upputuru agrees. Saatchi and Saatchi’s NCD believes that iconic faces in your team bring colour, flair, chutzpah and imagination to their calling, “They have the unique ability to transform the ordinary to the extraordinary with their magnetic personalities, the way look and present things and drawing power. They inspire awe; no wonder, clients want a photograph or two with Piyush, Prasoon and Balki. Of course, Prasoon and Balki’s Bollywood connect cannot be overlooked, nor Piyush’s dosti with most of the movers ‘n’ shapers of the entertainment and cricket frat. But that’s value addition! As for some of the overshadowed guys complaining, more, believe me, are happy basking in reflected glory. Being in a star-driven agency is like being in a SRK or a Big-B project.”

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

WHAT GOT YOU HERE WILL TAKE YOU THERE

So, while IDBI Bank holds the top position when it comes to TV ads, it’s SBI that has been ruling the print the world over the last year (CY2009). Since November 2008 (remember the rumour fiasco?), ICICI Bank too has hit the accelerators in terms of its advertising campaigns. In fact, data available with AdEx shows that the duration for which ICICI Bank’s TV ads met the audiences’ eyes in 2009 was 64% higher than it was for the year-ago period. “No doubt, under Chanda Kochhar the bank is trying to regain lost grounds through ads,” agrees Unni Krishnan, MD, Brand Finance India. Even Axis Bank, over the past few years, has done a commendable job in transforming itself into a strong private bank with a growing market share in corporate and retail banking. It’s that one bank that has worked really hard to improve its image, to the extent that it even went on re-brand itself (it was July 2007 when UTI Bank rebranded itself as Axis Bank). Similar is the case with HDFC Bank when it comes to enjoying credibility among consumers. In fact, it’s because of its impressive marketing efforts that the bank has once again been featured (for the fourth year in row) in the prestigious ‘Forbes Asia’s Fabulous 50’ list (2009). Even the public sector banking behemoth SBI has been fast enough in transforming its image from that of just another sarkari bank to a modern day convenience bank. While former Chairman, A. K. Purwar focused more on overseas acquisitions, current SBI Head O. P. Bhatt has gotten back the focus on Indian market, with the ‘Surprisingly SBI’ campaign. No doubt, as of now, the two private sector banks – HDFC Bank and ICICI Bank – are leading this success run, but then, as Marshall Goldsmith’s punchline goes, they need something else to stay there in their leadership positions. And what are those? Well, good luck to them, I have my own ghosts and my own ‘what got me here won’t get you there’ problems to worry about now – Goldsmith be damned!

Manish K Pandey

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

Diversification an issue? Not for them!

If diversification is the strategy, then why the new concept of Brand SRS? What’s your marketing strategy and logic for Brand SRS?
Brand SRS now has a life of its own and its customers are the ones who breathe life into this giant that is today worth Rs.2,000 crore a year. We intend to strengthen our brand equity further by reaching out to newer locations with our various offerings and maintaining our commitment to unparalleled service and quality.

But now one hears that one of your future plans is even to setup a full fledged sports university?
This educational initiative is still in the planning stage and any formal announcement will only be made when the plans have taken a concrete shape; but yes, SRS Group will definitely venture into the education sector in the future.

Your future expansion plans?
We are currently in an expansion mode for all our business operations. We will launch many new SRS Cinemas multiplexes, SRS Value Bazaar retail stores and SRS 7Dayz food courts in new cities and towns during the course of the year. We intend to bring out an IPO this year to partly fund our expansion plans particularly for our retail & entertainment divisions. SRS Value Bazaar is a chain of retail stores with 34 outlets spread across many cities in north India. The number of outlets is expected to touch 100 by CY 2011. We are also expanding our multiplex chain, SRS Cinemas and will invest close to Rs.50 crore to add 24 more screens to our current portfolio of 21 screens by the year end and reach out to new cities in North India including Varanasi, Bijnor, Agra, Ludhiana and Patiala. We are expecting several of our real estate projects to be made operational within this year. Our focus is on creating affordable real estate properties which are high in terms of quality in different formats including flats, independent floors, farmhouses, commercial office space etc. We are gearing up to meet the demand and plan to launch new projects this year to cater to several segments.


For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

IS OUR IT BRIGADE READY FOR A CHANGE?

While in the past, cost may have been the most important consideration, these days competing in the IT industry locally and globally is becoming more complex

Indian IT companies have done exceedingly well, despite the global recession. They have been a part of aggressive expansion across global markets, where they have significantly increased their investments and operations as part of M&A deals and setting up of service delivery centers. Notwithstanding this strong performance, the economic downturn has placed an even greater premium for more effective cost-cutting practices. This has driven IT companies to render critical attention to their costs and pricing as a response to the demand of buyers for cheaper and often times, smaller and more manageable IT deals.

Cost advantages in India have somewhat been diffused due to the increased number of domestic competitors as well as the multinational firms that have been gaining traction through expanded operations in low cost locations such as India. In an expansive IT market such that of India’s, pricing can be lowered but only to a point that the market’s saturation can handle – companies will eventually settle on almost equal pricing, leaving each with the challenge of offering more than just cheap costs to differentiate themselves from their competitors. The current industry landscape therefore is one wherein cost arbitrage is not anymore the most convincing brand or product/service differentiator.

An increasingly relevant strategy and trend being adopted by IT companies is forging better business relationships with their clients. The global recession has indiscriminately affected all sectors, albeit some industries suffering more devastation than others. In this business climate, buyers have become even more meticulous in selecting their IT partners. This elevates the competition between IT companies from which firm offers the cheapest deal to which actually guarantees the best demand-fit package. IT companies must be able to deliver their products and services regardless of the client’s preference for multi-sourcing or bundled services. In the Services space for example, openness for renegotiation of multi-year contracts have become the norm in recent years. This has been brought about, not only by the current global economic scenario, but also by the increased competitiveness in the provider landscape.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

IIPM New Delhi Live - Guest Lecture by Mr. Dhiraj K Sinha on "The market potential of Microinsurance in India" - IIPM Delhi

Mr. Dhiraj K Sinha, Senior Project Manager, Larive India, visited IIPM Delhi campus to deliver a lecture on “Microinsurance”. He explained the basic concept of Microinsurance and its potential in the low income group segment. He explained the various products that are covered in micro insurance. The biggest challenge according to him, is the delivery of microinsurance to the clients. Mr. Dhiraj focused on the four basic models that are followed for the delivery purpose and also explained the students about the advantages and disadvantages attached to each model. As the session ended each student had a better understanding of the subject and recognized the importance of microinsurance as a useful tool in economic development.

The IIPM Mega Event - IIPM & Hairloom present the Home Page Design Competition

Prizes - The lucky winner receives a stay for 2 people at Jim Corbett Riverside Resort for 2 nights and 2 days. Worth Rs 10,000/-

IIPM and Hairloom in association with G40 club at IIPM present - create your own homepage! - A one of its kind event. The event aims at identifying all the whiz kids who would add sparkle to their homepage emphasizing its uniqueness. So let those creative juices flow!

Rules and Regulations

1. The event is open for students pursuing graduation and post graduation in any stream

2. Participants would have to furnish their Name and College Name along with their entries

Step 1

Participants are required to create a homepage (in photoshop/ corel draw/ indesign) and submit their entries in the form of a jpeg image through an email to shagun.gupta@iipm.edu by 13th August 2010. Please ensure that the size of the file is not bigger than 5MB and is of dimension 800 X 600 pixels.

Step 2

The selected entries will then be posted on IIPM’s Facebook Page (http://www.facebook.com/iipmbschool) in an album named Website Design Contest - Shortlisted Entries http://bit.ly/ShortlistedEntries

Step 3

The design that receives the maximum number of likes by facebook users will be declared as the winner! The event closes on 17th August 2010.

IIPM 4Ps Business & Marketing - Nutrivita PRESENTS 100 MARKETING BRAINS THAT MOVE AND SHAKE INDIA

Jnaneshwar Sen

VP – Marketing, Honda SIEL

Honda’s products are known for their quality and impeccable performance worldwide and the case in India is no different. Be it the City, Jazz or Civic, its products always have been received with open arms by the Indian consumers. But then, for a price sensitive country like India, it’s the automaker’s marketing strategy, which has played a critical role in its success. Moreover, this success has now laid the foundation for Honda’s aggressive plans for the country. Now the company expects its new small car to be launched in 2012 and priced below Jazz, to boost volumes of the automaker in the country.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

IIPM 4Ps Business & Marketing - Nutrivita PRESENTS 100 MARKETING BRAINS THAT MOVE AND SHAKE INDIA

Vijay Narayan

VP, Marketing & Communications, Havells India

I think the most memorable marketing moment for Havells India was the decision to increase our span in the marketing and advertising world in 2007. That year, we increased our marketing budget by 200%, which was quite a leap forward, as till then, we were not a big name as far as the list of media advertisers went. We chose the game of cricket as our main proposition and started advertising heavily via that mode. Havells had suddenly become a big name in the world of media buying, and this marketing initiative helped us greatly.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

Nutrivita PRESENTS 100 MARKETING BRAINS THAT MOVE AND SHAKE INDIA

Manish Sharma

Head – Marketing (Consumer Electronics & Home Appliances), Panasonic India

Manish joined Panasonic India in March 2008, a turning point in his career. Today, he heads the marketing act for Panasonic consumer durables division. He has been instrumental in devising and implementing Panasonic’s marketing strategies for building brand values, channel penetration and sales growth. He has worked towards introducing India specific products. Also, he has been instrumental in celebrity and sports endorsements for Panasonic. After Ranbir Kapoor’s successful stint as the Viera brand ambassador, he managed to rope in Katrina Kaif as the face of Panasonic’s Home Appliances range. The latest feather in his cap has been Panasonic’s foray into sports, with Panasonic becoming the Official Electronics Partner for the Delhi Daredevils Team and also for the Indian National football team. He believes that the most defining marketing moment in his career came during first quarter of 2009, when he took over as Head of Marketing of Panasonic.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

Nutrivita PRESENTS 100 MARKETING BRAINS THAT MOVE AND SHAKE INDIA

Ankush Arora

VP-Marketing, General Motors India

It was at a time when out parent company in the U.S. filed for bankruptcy and we in India started a campaign featuring our MD Karl Slym. However, we also carried out an after-sales service programme on a large scale in major cities. The camp wasn’t only focusing on giving the best service to the consumers but also on giving an overall pleasant experience to the user. In fact, the particular camp helped us retain our part of sales as it helped in generating a lot of good word-of-mouth advertising. I was very much astonished by the kind of response it got from the consumers.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

“WE WILL HAVE MORE TIE-UPS IN 2010...”

Dr. Nalin Shinghal believes there is a need for more public-private partnerships in the industry

What are your plans for 2010?
This year definitely is an important one as on one hand, we have a religious festival like Kumbh Mela and on the other hand, we do have two important sports events happening in India; and then with the recession being finally over, more and more tourist are expected to come in and we do have big plans with this year. We are targeting all the segments from luxury to middle class customers and then from foreigners to Indians. We would also be rolling out several brands this year, with each of these brands targeted to different groups of audiences. Like we have the Bharat Darshan train, which focuses on pilgrimage; then we have value added trains; trains highlighting specific regions like Kerala, et al.

Last year, you tied up with Cox & Kings; how is that venture doing? Are you open to more such tie ups?
That venture is still on and this March, we would be rolling out a luxury train with Cox & Kings. We are open to more such tie ups as we believe that private and government tie ups are increasingly required in this industry. For instance, there are many places where the railway is present but to develop a good resort, we can tie up with some private players. In 2010, you would see more such tie ups.

What are the potential bottlenecks for Indian travel and tourism industry?
Infrastructure definitely remains the biggest challenge but I think the government is really taking care of it. I would rather say the challenge always remains in making tourism more affordable.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

WHAT’S BUZZING THE BUZZ?!

Be it handycams, mobile phones, laptops or the latest hot wheels, all of them created enough waves in the Indian market in the last fortnight.

Acer Liquid

Singing the right tune?:Acer has introduced one of the world’s first Qualcomm Snapdragon processor based and world’s first Android 1.6 high definition Smartphone which comes with the latest technology to give you a all new-mobile experience. This curvy stylish phone is available in three colours red, white and black. The phone offers a 3.5” WVGA LCD display, 5 MP camera, GPS, WiFi, and Bluetooth connectivity.

TECHNICAL SPECIFICATIONS:

Android OS
768 Mhz Qualcomm Processor
GPS
Weighs 135gm
Price: Rs.24,900



VOLVO S80

DRIVE YOUR STATUS: Volvo has launched a new diesel engine luxury car S80 in the Indian auto market. It has a twin-turbo 2.4 litre diesel engine, which gives 205 horsepower and also fulfills the Euro V norms. The exteriors and the interiors are impressive, which give an elegant and distinctive look to the car.

TECHNICAL SPECIFICATIONS:

205 Bhp Engine
420 nm Torque
Euro 5
Price: Rs.37 Lakhs (Ex. showroom Delhi)

Manish Wadhwani

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

CAN YOU HEAR ME?

As many as 16 players vying for the attention of consumers in a market, how can anyone get noticed? Ask Indian telecom service providers and they will tell you how…

Though there is a cost involved in this branding exercise, telecom players in the country are not leaving any stones unturned to ensure the maximum mileage for their respective brands! In fact, telecom service operators are taking up 60% of the prime time advertising spots (not to mention that each campaign that is rolled out by a service operator on an average requires Rs.20 crore) exactly the way the FMCG brands do or have done in the past. So, does that mean that there are lessons that the FMCG brands need to learn from their telecom counterparts or vice versa? Well according to Ashwin Varke, CD of Lowe, “for once FMCG players need to spend more to match the telecom counterparts”.

The same attitude has been reflected in the way these telcos are going for brand endorsers scouting and the price seems to be no barrier. While Airtel has always had more than one face to talk about its brand (Shah Rukh Khan, Saif Ali Khan, Kareena Kapoor, Shreyas Talpade, Vidya Ballan, Madhavan, Phew! The list goes on), Aircel has roped in ace cricketer M. S. Dhoni to communicate its message. “Aircel as a brand stands for values and simplicity and we find the same values are displayed by our ambassador as well,” says Gurdeep Singh, COO, Aircel. Even Virgin Mobile has got Ranbir Kapoor and Genelia D’Souza on board as its brand ambassadors. In fact, the latest buzz in the town is that Aamir Khan has been roped in as brand ambassador by Etisalat (a UAE based service provider that has just launched its services in India) for a whopping Rs.35 crore.

However, D. Ramakrishan, Head of Cartwheel (the agency that churns out creative for RCOM) differs in his approach as he says that, “Quite honestly, there is still a lot that telcos can learn from FMCG brands, given that they have been around for much longer and have been less flirty with communication and therefore are more focussed. What FMCG players can perhaps learn from telcos is probably how to inject more excitement and energy into their brands through innovation.”

Further, as this sector still continues to be in its infancy, with most operators harping about the hygiene factor like voice, it’s not difficult to talk about the benefits. “These challenges are very different from the ones that the FMCG sector would for instance face. Take for example washing powders. They earlier were talking about cleanliness, then they touched upon the fact that the clothes would not just be clean but also retain the colour and now they are talking about the anti-stain stuff in the form of Daag Acche hai,” adds Sagar. It’s probably this insight that was used by Aircel when they became a national brand from being a regional player. “There was a clear diktat from the company that we would not talk about voice at all and touch upon other things that mobile telephony has to offer and hence we started with talking about our pocket internet card,” says Gullu Sen, Vice Chairman, Dentsu India. Another important factor that telcos have now started to touch upon is the quality of service. As Manjit Singh, ED, MTNL puts it, “Brand is not created overnight. It’s the quality that makes the difference. Quality of service which you provide to the customer actually makes your a brand”.

Be that as it may be, but as far as differentiation is concerned, Indian telcos have certainly done a pretty good job with almost all brands having made a specific positioning in the mind of the end user. In fact today, one can certainly hear them all, loud and clear!

Surbhi Chawla

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

IT’S GOING TO BE A HAPPY NEW YEAR!

‘When times are good, you should advertise. When times are bad, you must advertise.’ Though some marketers were not swayed by the logic then, they have now realised that the fastest way to set things right is with a powerful dose of a great advertisement

An interesting billboard went up in Manhattan in New York a few days back. The advertisement showed Oracle President Charles Phillips posing with a lady named YaVaughnie Wilkins with a quote below the picture that read, “You are my soul mate forever.” The only problem was, Charles was the only person who knew not that he would be featuring in this ad; for it was Ms. Wilkins – with whom he had had an eight-year long affair – who had decided to make things public after he dumped her! She even put a website address on the billboard: charlesphillipsandyavaughniewilkins.com where, if you wanted, you could check out the couple’s snaps, letters and cards sent to each other! Be it an interesting advertisement, adultery or advertisement of adultery, if done well, they never ever fail to capture the attention of the world. Last year, a lot of companies lost faith in the power of a good advertisement; and due to very bad times, a lot were forced to cut down their advertising budgets. But the fact remains, even though advertising is the tip of the whole marketing iceberg, it’s a very important tip nevertheless. And everywhere, companies are once again putting back their faith in this medium of marketing. For like Ms. Wilkins, they realise – the fastest way to set things right is with a powerful dose of a great advertisement.

ADVERTISING – A MARKETER’S BEST FRIEND

Recession or no recession, all gurus preach that marketing budgets should not be cut. They could be channelised from one stream to the other. Sure, tough times demand decrease in advertisement frequency and increase in use of other marketing efforts like direct marketing, which give more immediate sales impact.

However, nothing builds brands stronger and faster than ‘correctly themed’ advertisements; and this year, a lot of companies are doing just that. Not surprising then, that most researches this year are suggesting an increase in the advertising expenditure by 15-20% in India.

One of the first to join the bandwagon is Naukri.com. Remember its Hari Sadu advertisement. He is back and Naukri says it’s OK to call your irritating bosses names, for jobs are back and you can now switch once again. So fear not and express yourself! The underlying message being bidding goodbye to recession. The ‘bad boss’ brings ‘good news’ this time. ‘Hope’ is the new mantra for attracting consumers this year. Federal Express has launched a new ad campaign this year for India, Brazil, Mexico, Japan and UK, showing the world the power of hope. Its new tagline for ads this year is ‘FedEx delivers to a changing world’. It shows how the economy is witnessing an upturn and FedEx, as always, is one they can depend on to stay in business and survive.

The world is a different place today. A whole lot has changed. New rules have been written, old ones rewritten, and to survive you need to change. After 125 years, Oscar Mayer (a division of Kraft Foods) has decided to come out with a new ad campaign, even if it meant pushing aside its most famous and till date highly popular ad jingles. It knows that what worked till last year probably won’t this year. The campaign this year has a new tagline, ‘It doesn’t get better than this’. The ads show cheerful scenes from suburban life… very warm, very comforting, suggesting that good times are just around the corner. This time around, the world needs a heavy dose of ‘hope’ and advertisers are working overtime to infuse some through their ‘happy, homely ads’.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
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THE GRAND PROMISE – SIX BRANDS IN 90 DAYS!

Budgets, sponsors, spending, marketing plans and all that the CWG 2010 calls for appears to be in safe hands... But still we ask – will brand India shine?

What is the total marketing budget that has been earmarked for CWG and what exactly are your plans for the same?
We will cumulatively proceed with the process. Budgeting is of course the first step. I am not quantifying the budget only internally as then there are the special Rs.60 crores which have been allocated for overseas promotion by the Ministry of Tourism. We think that the Incredible India branding along with the CWG is a tough approach but will be more effective. Secondly, from the marketing perspective of the CWG 2010, especially with the inflow of more than a lakh and a half tourists, we look at synergising the foreign exchange inflow with the other events of CII & FICCI alongwith the delegations by the respective Ministers of Trade & Commerce – India and the Minister of Foreign Affairs. So along with the association with industries, we are using this platform to market the CWG 2010.

But what is the overall opportunity available for associations of brands during the games?
There are a lot of opportunities especially in terms of construction, materials, hospitality, and equipment et al. The budget allocated for marketing is around Rs.700-800 crore, so the opportunity is big enough. Like one of the interesting sector with a huge opportunity is the temporary outfits sector, like tents, which is more than a Rs.100 crore opportunity.

How many brands have come on board till now to associate with CWG? Could you name them?
What has happened is that more tenders have been loaded on the sites and some of the major opportunities, the charge, the offerings are in the automated sectors – automobile, fuels, tyres. In terms of telecom, we still have the landline association (although MTNL is the cellphone partner!). Then for banking area, we have Central Bank of India on board, but still we are in dialogue with top four public sector insurance companies and some of the private sector companies as well.

We have seen your presence in Facebook, Twitter and on an outdoor medium. So, what are the other platforms which are you using for the promotion of the games?
We have our affiliation with FICCI, CII and Assocham alongwith a CWG club. So alongwith these trade associations, we are taking delegations to different countries. Along the Queens Baton relay, we talked to various associations over a period of 240 days associations. We are setting up trade shows and have already identified key areas and key cities where we would like to conduct road shows. We have also a local CWG association and we are also participating in the Ministry of Tourism’s Incredible India brand exercise, like the one which we used in South Africa recently. There is a tremendous history behind our relationship and we want to make it official in terms of leveraging it as an economic relationship.

Apart from hearing about Hero Honda’s association with CWG; we haven’t heard much about the association of MNCs (like Coke and Pepsi) with the games. What are the reasons for it?
A lot of international companies and brands have shown interest in associating with us. From Adidas to Reebok, we have all the biggies’ offers and some of them are now coming to close the offer in terms of partnerships and co-partnerships et al. I cannot mention their names as we are covered under the code of conduct in terms of secrecy, but, we have some top international brands vying for it. But one thing which has really overwhelmed us is the response that we have received through the Commonwealth Club of India. A lot of companies from UK, South Africa, Canada and Australia are coming to India under the umbrella of CWG, and are trying to partner with the Games through sponsorships programs which include both the cash elements as well as the other elements. So it’s always a good sponsorship package which we are trying to get. Over the next 90 days, you will see at least six international brands on board with us...

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

“The equivalent of two Valdez spills is gushing into the Gulf, per week!”

John Hocevar, Oceans Campaign Director, Greenpeace USA, talks to B&E’s steven philip warner about the damage done and the consequences thereof of the most recent BP Oil spill holocaust

B&E: There has been a lot of talk, especially with Obama promising a lot with green technologies. But nothing has happened that can be called a sweeping influence to the fuel consuming masses. Are we there yet?
JH: President Obama has said that we need to end our addiction to oil, and to develop renewable energy sources like wind and solar. While this is a laudable goal, it is meaningless without action to back it up. Decisions are being made now which will have lasting impacts. But there are matters much more serious and threatening to consider using the thinking cap. For example, plans are still moving ahead to allow drilling in the Arctic in 2011. If we cannot even handle a spill in the Gulf of Mexico, where we are probably better prepared than anywhere else on earth, how can we deal with a spill in the remote, pristine waters of the Arctic, where the Coast Guard acknowledges they have no capacity to respond? Policies only make sense on ground. And if they are kept limited to just the coffee table, there is little that can help avert a second BP-like crisis or crises.

B&E: So what immediate step do you recommend to save the ecology?
JH: We need an immediate ban on offshore drilling, and we must improve the safety of and ultimately begin phasing out existing wells.

B&E: But do you think this will go well with the oil companies?
JH: Which right policy does? There will surely be objections.

B&E: You are quite known as a lover of ocean life. You must be keeping track of what the recent BP disaster has caused. How about an experience that you’d want to share?
JH : I was at Grand Isle, Louisiana, one of the growing number of places unlucky enough to win a “heavily oiled” classification on the government maps tracking the disaster in the Gulf of Mexico. Despite BP’s efforts to keep it under wraps, we’re went there to document the impacts of the spill. Walking through Grand Isle State Park, we came across a tidal flat that was littered with tens of thousands of dead hermit crabs. It was a depressing scene, and took me all the way back to my first visit to the beach, over 35 years ago, when discovering hermit crabs at Rocky Neck State Park in Connecticut helped inspire a life-long love of the ocean. Now, I realise it can seem a little odd to wax poetically about hermit crabs when we’re talking about the biggest environmental disaster in North American history. Today, entire communities along the Gulf Coast are reeling, and many species – sea birds, turtles, and even a population of sperm whales – are being pushed to the brink of extinction. The problem is that it’s all connected. Hermit crabs are a bellwether for the health of the Gulf of Mexico. When the sediment fills up with oil, so do the shells of the hermit crabs, and they suffocate. So if all the hermit crabs on a beach die, it’s pretty safe to say that the entire top layer of sand is full of oil – and no longer able to sustain life other than bacteria. The true cost of oil really doesn’t end at the gaspump! We have to realise that.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
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Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

Hayward’s wayward BP ways?

B&E’s Steven Philip Warner talks to various global oil & climate experts from the likes of Goldman Sachs, Credit Suisse, Standard & Poor’s, Argus Research, JBC Energy & Varda Group to find out what awaits BP’s fate? Will BP, which as recently as two months back was the second most valued oil major in the world, disappear?

He still does. And the main one comes in the name of the bill on the clean-up and litigation, which bears the potential to dent huge holes in BP’s pocket. After setting-up a relief fund of $20 billion, in cooperation with the Fed, many experts are forecasting future outflows that could create suicidal pressures on BP’s bottomlines. London-based Kim Fustier, Global Oil & Gas Analyst, Credit Suisse tells B&E, “These total to $28 billion, $35 billion and $49 billion post-tax respectively. We have cut the FY2010-11 EPS outlook for BP by 13% on average to reflect higher clean-up costs and a higher cost of debt. We have cut two quarters of dividends in the second and the third quarter.” BP also has total committed acquisitions amounting to $8.9 billion (as of mid-April 2010), which will further reduce heavily its surplus cash balances, which stood at $5.3 billion, as at the end of March 2010. There is some relief in the form of committed undrawn credit lines amounting to $5.25 billion, however, most of this will fructify only in late 2011 and 2013.

Till date, BP has spent $1.70 billion in the clean-up act; the liabilities are scheduled to touch $6.44 billion for 2010 and $7.08 billion for 2011 (estimates by Credit Suisse). At current oil price levels and debt-equity ratio of the company ($77 per barrel and 30.8% respectively, as on June 22, 2010), the company can afford to pay up anywhere between $6–$7 billion, without disturbing its balance sheet. In defense of BP’s financial competence, Michele della Vigna, Energy Analyst of Goldman Sachs tells B&E, “BP’s cash balances, operating cash flow generation, and bank lines should collectively be sufficient to meet liquidity needs. BP’s near-term financing needs are covered by committed bank lines of more than $10 billion, which would likely obviate the need for BP to turn to the capital markets at a time of stress.” Sounds like the BP ship is prepared for the next iceberg.

But clear and present hope for Hayward’s big oil ship is like spotting a Rolls Royce in Charlotte’s poor suburbs in Northern Carolina. If oil prices fall even slightly below the $70 billion mark, and if BP maintains its current debt-equity ratio, then it can pay up nothing more than $5 billion per year, without raising more capital. In that case, it will either have to opt for higher debt or equity dilution, and in the worst case – sale of assets.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎