DEFINING MARKETING MOMENTS OF 2009

Savreen Gadhoke and Surbhi Chawla present the sizzlers, the scorchers & the whimpers that rocked 2009

From Obama to Fevicol, from Bigg Boss to the Ambanis, we bring to you the most defining marketing moments of the year gone by

Sibling rivalry redefined: Nobody has perchance used media as a tool to win points in a corporate battle, as the Ambanis have done. In the gas pricing issue between brothers Mukesh & Anil, the latter launched a campaign against the former by giving front page ads in almost all national dailies accusing the Petroleum Ministry of interfering in a corporate dispute and favouring RIL!

When mascot became larger than the brand: Vodafone’s newly-created mascots, officially called, Zoozoos instantly created mass-hysteria promoting its VAS offerings. Zoozoos successfully triggered a hot debate on whether creativity in 30-sec spots is enough to make killer brands. Well, Zoozoos did manage to create at least one killer brand – they themselves.

Superstar employees: Intel launched ‘Sponsors of Tomorrow’ to give an insight of the company to its consumers. The ad campaign highlighted Intel’s people and their revolutionary inventions. The campaign took Intel’s employees to another level altogether by calling them ‘Intel Superstars’ with a tagline: “Our superstars are a little different from your superstars.”

Engaging with real consumers was never so personalised: A marketing trend pioneered by Frito Lay’s Kurkure gained momentum like never before. So, we had Maggi (which printed real-life stories of Maggi-lovers on the packs) and Dove (which made brand ambassadors out of the contestants of Dove Real Face Test Campaign) engaging with real consumers, thereby enhancing brand loyalty and equity. Even Google, through the Doodle 4 Google contest, engaged school kids.

Changing the rules of the game: The telecom price war was never as intense as in the latter half of 2009. ‘Pay per second’ suddenly became the hottest pricing strategy applied by almost all telcos and was extended to SMS and roaming plans as well. But the game changing pricing strategy was first initiated by Tata DoCoMo’s GSM that offered the ‘pay per second’ plan to its customers – a breakthrough move by a new entrant in the GSM space. Same with RCom’s GSM offering, which charged one paisa per SMS from its customers. What better than hitting the biggies where it hurts the most…

Landmark for the generic brand: The mazboot jod of Fevicol completed 50 years in 2009. And to celebrate this landmark, Ogilvy India conceptualised the Moonchwali campaign. A lot of buzz was created even before the launch of the campaign as teasers were launched in multiplexes and movie theatres. Insertions in dailies intimated to readers that the Moonchwali is coming soon.

New way to introduce a spot on TV: To create frenzy around the news that Bollywood’s star couple Abhi-Ash are coming together for the ad campaign of Lux soap, it was decided to launch the campaign in the Lux-sponsored reality show on Star Plus – Lux Perfect Bride. The participants (paired as couples) were made to play the blind-fold game that Abhi-Ash play in the ad and dance to the tune of the jingle. For the first time ever, an ad campaign was introduced by way of a reality show.

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 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

Detail of all IIPM branches
IIPM - Admission Procedure
IIPM, GURGAON
IIPM 3-year full-time Integrated (MBA BBA) Programme
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

EXPLOSION IN FOOD BRANDS

In fact, the consistent increase in agricultural output, combined with India’s second largest in the world arable area, have worked to a large extent to support easing of raw material sourcing issues for RTE and RTC products, a big reason for global giants to enter India. A FICCI estimate this year says that the year 2009 has been a record year for India’s food retailing industry as at least 20 convenience food brands have entered the Rs.9,900 billion Indian agri-retail sector. Who all are we talking about here? Starting from global giants like Walmart, Hershey to Indian players like Capital Foods, Mother Dairy, Kohinoor Foods, the list seems to be growing by the month.

The Ministry of Food Processing Industries reports that the food processing industry in India grew at 14% ytd as on October 2009, irrespective of the economic recession. The convenience food market, in consequence, has seen incredible foreign direct investments of $143.80 million. As mentioned before, international biggies have not only resorted to the acquisition route but also at the same time have attempted to create sturdy sourcing hubs for their global food businesses. MTR Foods Ltd is a brilliant example of how an Indian convenience food brand was simply lapped up by a global behemoth for such reasons. The Norwegian branded food major Orkla SA acquired the Bangalore-based MTR Foods Ltd for $80 million to get a snapshot entry into the Indian market. At the same time, Orkla is now using MTR as the sourcing hub for its overseas food business. And as Hemendra Mathur, Managing Director of Small Enterprise Assistance Funds, tells us, in cases of foreign acquisitions like Dr.Oetker, Orkla or even the much known HUL acquiring Modern Food, the biggest advantage is the transfer of R&D technology to the Indian hub.

Therefore, supporting such efforts of foreign companies is the Indian government, which is actually encouraging foreign giants to enter India. Consider the ‘Vision 2015’ approach undertaken by the Ministry of Food Processing Industries and CII, which is driven by a mission of overseeing a ‘three-fold’ growth in the size of the processed food sector by increasing levels of processing of perishables from 6% to 20% of total production. Apparently, a huge focus is also being driven into plans and policies that go on to ensure that value addition in food production is raised from 20% to 35% overall, including packaging and branding.

But one critical aspect that is being forgotten by the Ministry is that many Indian companies, even larger ones, sometimes do not come up to global process and production benchmarks. For example, bullish on the lucrative exports market, not many know that the UK based Rotschild’s FieldFresh had tied up with the Bharti group much before Walmart had. Some members of that venture reveal to 4Ps B&M that Rotschild’s extremely demanding speed of sourcing was really hard for the Bharti group to match up to – and the obvious result, the members disclose, was that Bharti last year bid adieu to Rothschild and embraced Walmart.

At the same time is the case of North America’s leading chocolate and confectionery manufacturer, Hershey, which tied up two years ago with Godrej Beverages and Foods Ltd. Christened as Godrej Hershey Foods and Beverages Ltd, this JV in a time span of two years has not only grown by 20% but has become a major supplier to other players like HUL (for its Kissan brand). In a symbiotic relationship, the JV gives Godrej international technology to grow its food and beverage business and gives Hershey a platform to launch its brands in the attractively fast growing Indian confectionery market.

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 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

Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
Detail of all IIPM branches
IIPM - Admission Procedure
IIPM, GURGAON
IIPM 3-year full-time Integrated (MBA BBA) Programme
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

MAD. AVENUE: NOT SO HOT ANYMORE?

Marketing bigwigs globally have been favouring small, closely-knit agencies for their personal attention for sometime now

Watch Kenny Tomlin – his eyes fixed on a huge flat-screen monitor - in his mousy office housed in an equally nondescript business centre in Wal-Mart’s home town Arkansas and you may at first refuse to believe that he’s the CEO of an agency that is betting on bringing in $7.8 million as revenues for 2009. But Tomlin intends to do exactly that with his three-year-old digital agency, Rockfish. Tomlin’s start-up has stacked some big brands into its purse, including Wal-Mart, P&G, Tyson Foods and Hershey’s. During a year when many big agencies were choking on the recession storm that swept America, Tomlin’s lean and unique business model has kept Rockfish Interactive afloat and growing. So why have biggies like Wal-Mart (which usually works with large agencies like Martin Agency and R/GA), chosen Rockfish to conceive and implement their online marketing initiative? Suraya Bliss, Sr. Director for Communications at Wal-Mart Stores gave the answer to Adage in a recent interview. “They helped us address tough issues, and haven’t lost sight of creativity in the process,” says Bliss, adding that Rockfish helped Wal-Mart with “challenges on the back end as well.”

Bliss is not the only marketer harboring such radical sentiments. While the trend has only now begun catching on in India, big marketers in the US have been favouring small, closely-knit agencies that give them personal attention for sometime now. The fact that they also come 15-20% cheaper than the fancy agencies – with large overheads and swank offices – on Madison Avenue is just an added benefit tipping the scales for recession-hit marketers. And that (recession) is another cause and effect syndrome that is prompting a new craze for agency entrepreneurship in American ad-land. Prompted by layoffs, job insecurities or simply personal dissatisfaction at big agencies, these outfits mostly specialise in digital or social media.

But exceptions like P.J. Pereira and Andrew O’Dell are creating waves too. Both of them quit high-flying executive jobs with big agencies and launched their namesake multidisciplinary agency in San Francisco last year. In an interview, the pair told WSJ: “The problem with most existing ad agencies is that they either have a traditional focus or a digital orientation — and either way, marketers aren’t as well-served as they could be.” They pride themselves on their USP of hiring employees with unusual backgrounds rather than advertising experience, including a wine expert, a music producer, a shark wrestler and a Hollywood screenwriter – some of whom have already delivered award-winning works during the agency’s 18 months. Pereira’s strategy: To think outside the box, one must have people who’ve lived in different boxes! And it works because Pereira has a small team that functions in a casual ambience. Point is, global marketers are increasingly getting convinced by the logic of ‘small is big on delivery’ - Pereira O’Dell has already landed hi-flying clients like toymaker Lego, Pony and the University of Phoenix. The agency’s “strong growth, significant client wins and outstanding creative work” has already landed it the title of ‘Small Agency of the Year’ in AdAge’s first such awards.

Agency consultant Michael Gass believes that there has been a paradigm shift in the manner that small agencies acquire business. Breaking popular perception, he argues that now 80% decision makers find their agency and not the other way round. And if pull is hotter than push in ad-land now, then ‘delivery’ is bound to have more weight than candy floss dressings and plush office decors. Going by recent accolades, awards and new business wins, the small guys are certainly ‘pulling’ in the crowd with their cost effective deliveries, and above all, involved solutions for client problems.

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.
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 Related Links
IIPM - Admission Procedure
IIPM, GURGAON
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

It’s a ‘Yes’ to retailing

Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

Yes bank may have registered 20% growth in revenues till September 2009 when the entire banking industry was reeling under slowdown blues; it still lags way behind others when it comes to retail penetration. Rana Kapoor, CEO, Yes Bank is equally aware of this and has clearly crafted plans in place to turn this challenge into a lucrative opportunity. This was palpable when the company rolled out 50 outlets and unveiled its plans to add 50 more outlets by 2009-end. Yes Bank even rolled out a TVC showing a money plant growing. But there’s more to it as Rana Kapoor is sending the plant to all stakeholders of the company. As Kapoor points out, “We always believe in enhancing our stakeholders as they’re the ones who make us what we’re today.” But can a money plant convey the retail penetration of Yes Bank?! Well, sowing seeds could have been a better idea!

Angshuman Paul

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.
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 Related Links
Detail of all IIPM branches
IIPM - Admission Procedure
IIPM, GURGAON

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

OF POLITICAL INTEGRITY?

Naveen Patnaik, CM, Orissa

For someone who was pals with Jacqueline Kennedy, David Bowe and others of the Hollywood swish set, and knew French better than Oriya when he joined state politics in 1997, Naveen Patnaik’s smooth transformation into a ruthless politician has stunned many. The icing on the cake came earlier this year when his Biju Janata Dal swept the state polls and that too after snapping ties with 11-year ally BJP. His success is easily explained by the manner in which Naveen has carefully crafted his image in the public eye. Watch him speaking easily with farmers under the scorching sun in his constituency – perhaps enumerating the benefits of his Rs.2/kg rice scheme – and you’ll forget the fact that this man has stayed away from his home state and politics for a better part of his life. A confirmed bachelor, Naveen’s mild mannerisms, battle against corruption and pro-poor agenda have made him the cynosure of all eyes. Known as the thinking politician, his clean image has wooed biggies like Arcelor-Mittal, POSCO, Tata and Vedanta into the state. No wonder, supporters hail him as India’s apostle for good governance!

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.

The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!
IIPM exposes Career 360 and Mahesh Peri scam
IIPM - We will change your outlook : Career 360 and Mahesh Peri scam is exposed

IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎
IIPM Related Links
Management guru Arindam Chaudhuri’s latest blockbuster book, Discover The Diamond In You
IIPM - Admission Procedure
IIPM, GURGAON
IIPM 3-year full-time Integrated (MBA BBA) Programme
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

Spicing up things…

IIPM: An intriguing story of growth and envy

At a time when most of the full-service carriers have gate crashed into the supposedly feasible low-cost model, SpiceJet has decided to go against the herd. Anish Srikrishna, Sr. VP, Marketing, SpiceJet, highlights the airlines’ differentiated positioning...

4Ps B&M: How important is it for SpiceJet to build a brand and what are the challenges related to it considering the current turmoil in the sector?
AS: SpiceJet was launched as a carrier that always aimed to provide safe, value-for-money, comfortable and hassle-free air travel to its travellers. The brand’s rapid growth over the first four years since it took off has been built on excellent customer experiences and positive word-of-mouth. But now that we are doing well and growing, it is important that we expand the brand’s reach and appeal to our prospective target audience. The challenge has been to connect with our audience and position the SpiceJet brand as one that offers more than others in the business.

4Ps B&M: When at a time most of the full-service carriers are moving into the low-cost and low-fare business model, how do you plan to differentiate your brand from the increasing competition?
AS: Almost all the airlines today are highlighting the ‘low-fare’ factor as a differentiator. However, we want to place ourselves differently and aim to position our brand as one which caters many services, apart from providing low fares to the customers. The idea is to develop a brand that delivers value beyond the price point. And to achieve that, we are not only providing a safe, modern and young fleet who deliver services in a more efficient and friendly manner with on-time service; but are also committed to listen to our customers so that we offer experiences that they value. All these positive experiences keep the brand alive and fresh in the minds of our travellers. Thus, such kind of positioning definitely cuts through the clutter in a sector that is driven by competitive pricing, which have threatened to commoditise the brands.

4Ps B&M: Is your latest ‘Get More When You Fly’ campaign in line to highlight the same?
AS: Our latest campaign definitely highlights SpiceJet’s unique value offerings for our fliers. When we say ‘Get more,’ we mean that we offer more intangible services to our customers like providing complimentary supervision for minors travelling alone, allowing web check-in without any extra cost, savings on return fares, waiver for sports kits and even selling hot tea and coffee in flight at 30,000 feet at a very reasonable price of Rs.20, et al.

4Ps B&M: What is the marketing mix adopted by SpiceJet to gain maximum reach for its marketing initiatives?
AS: We are looking at a 360-degree approach for our marketing initiatives so as to achieve maximum reach and communicate to all our travellers. For our latest campaign, we are looking at various Indian magazines, radio channels, print, outdoor, et al.

4Ps B&M: How much budget have you earmarked for your advertising and brand building initiatives?
AS: Well, I cannot give you an exact number but we nearly spend about 3-5% of our annual turnover on our advertising and brand building exercises.

Ratan Lal Bhagat

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.

The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!
IIPM exposes Career 360 and Mahesh Peri scam
IIPM - We will change your outlook : Career 360 and Mahesh Peri scam is exposed

Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎
IIPM Related Links
IIPM ISBE Programmes
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

TATA TEA - AGENCY: MADISON MEDIA

Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

MISSION: Tata Tea wanted to connect with youth. So it re-crafted its communication from brand benefits to a cause driven impetus; from a brand of tea that wakes you up, to awaken the youth to support a social movement.

ACTION PLAN: For the launch of the campaign, Internet was used as the key action-driver and jaagore.com – an online voting registeration site was developed to simplify the otherwise cumbersome process of getting a voter ID card made.

LOLA GK: To get the youth to register on the site, Tata Tea partnered with Channel [V] to create a series of hard hitting spots – ‘Vote ya vaat’ anchored by young celebrities and politicians voicing their individual thoughts. VJ Lola travelled through the country to talk to youth on politics and elections – in her typical whacky style. Next, Channel [V]’s other VJs spoke to the audience about the myths related to voting and finally, short, focused messages from the Bollywood youth icons rounded off the Channel [V] campaign.

RESULT: The campaign reached out to four million youth in the age group of 18-24 years, playing a vital role in the ‘0.7 million new voter registration’ on jaagore.com.

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.

The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!
IIPM exposes Career 360 and Mahesh Peri scam
IIPM - We will change your outlook : Career 360 and Mahesh Peri scam is exposed

IIPM Related Links
IIPM ISBE Programmes
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
B-schools expect higher rate of campus placements this year

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

The power of change

IIPM 3-year full-time Integrated (MBA BBA) Programme

He has not yet completed two months since he assumed the office of CEO of the world’s largest consumer products company, Procter & Gamble (P&G), but Robert McDonald (Bob, as he is fondly called) is all set to give a major growth push to the company. Bob, after surveying the market conditions, has launched a brand new marketing strategy to beat the slowdown blues and has kickstarted growth by promoting his ‘purpose-inspired-growth’ strategy that focuses on P&G’s culture and values. Bob hopes to integrate leadership and value-creation for stakeholders. And this, according to him, can be achieved by a radical change in the thinking of the employees by truly adopting the values of change. Now that’s what you call the power of change - a positive change, of course!

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...
For Exclusive Footage by Sunday Indian Click Here

Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

IIPM ISBE Programmes
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
1 lakh copies sold in less than 10 days of Arindam Chaudhuri’s “Discover The Diamond In you”

IIPM - Admission Procedure
IIPM, GURGAON
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
B-schools expect higher rate of campus placements this year
IIPM B School : King Khan, Bollywood Badshah and Quiz Wiz — that’s Shah Rukh Khan for you

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

BSNL banking on WiMax...

Following closely on the heels of MTNL, now BSNL too has invited global bids for its WiMax foray. It is expected that WiMax would help in providing the last mile connectivity for the wired broadband and help in increasing its reach. The broadband penetration in India currently stands at a mere 5% of the total population and one of the major obstacles in its growth is considered to be its reach. With the help of WiMax technology, BSNL hopes to address this problem and get more customers in its kitty. However, the problem with BSNL lies in its service delivery and not in terms of reach and pricing. As it is this public sector has the maximum reach in the country as far as broadband is considered and the prices are also competitive. But, most people who have been using its service complain that it is good till the time one does not encounter a problem as the time taken to solve complaints and the slackened attitude is what gets on the nerves of most customers. Analysts believe that the future of the landline connections lie in the hands of popularity of broadband and it would give BSNL a very good opportunity to rectify its churn rate, but for that the company would have to be serious about its customer grievance solving system, especially when the private companies like Bharti Airtel, RComm and Tata Teleservices are going gung ho about their wireless broadband. And if these services pick up because of the convenience and their better offerings, then there would be no way that BSNL will be able to catch up with them.

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...
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!

IIPM ISBE Programmes
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
Management guru Arindam Chaudhuri’s latest blockbuster book, Discover The Diamond In You

IIPM - Admission Procedure
IIPM, GURGAON
IIPM 3-year full-time Integrated (MBA BBA) Programme
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
B-schools expect higher rate of campus placements this year
IIPM B School : King Khan, Bollywood Badshah and Quiz Wiz — that’s Shah Rukh Khan for you

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

A persistent customer connection and consistent quality performance has helped Tata Group to rise as a brand, finds Ratan Lal Bhagat

IIPM 3-year full-time Integrated (MBA BBA) Programme

In true sense history of India Inc. will always be incomplete without taking into account the legacy of over a century old Tata Group. The multinational conglomerate, since its inception in 1868, has crossed boundaries to establish its brand authority in markets across the globe. From steel to automobile, tea to telecom, the giant’s product portfolio is perhaps the most diversified in this country. Yet, it has been able to maintain an enviable consistency in meeting the needs of its versatile target audience making brand ‘Tata’ nothing less than an icon. The brand has not only withstood the test of time, but also has created a tag like the ‘pride-of-India’ in the minds of the consumers. And all of this has allowed brand Tata to grab the second rank in 4Ps B&M India’s 100 Most Valuable Brands 2009 list.

Going by the global standards, in the last fiscal, Brand Finance (an independent company focused on the management and valuation of brands) summed the brand value of Tata Group of companies at a whopping $11.4 billion. Brand Tata was ranked 57 among the top 100 global brands. So, what’s the secret of this success? Well, the group follows its brand building mantra – Leadership with trust – very religiously. But then, more than the mantra, it’s the strategically developed brand association with consumers that has done the trick. Avers Ronnie Talati, VP & Business Head, Fastrack to 4Ps B&M, “The brand Tata has evolved so much with time that today which ever segment the brand enters; it has its own trust and goodwill.”

Even today, almost all the campaigns coming from the stable of Tata Group are sticking to the same line. Be it Tata Tea’s Jago Re... or Voltas’ India ka dil, India ka AC or Tata Nano – The People’s car; they are all targeted at the aam admi with a sense of patriotism and trust, thus managing a better connection than many others. Supports Yashish Dahiya, CEO, Policybazar, “Tata Group has built on its rich heritage and added to the flavour of the current times. Apart from building on the traditional sectors, it is now championing the sunrise sectors like IT, hospitality and consumer products.” Certainly, owing to its rich legacy and thought provoking campaigns, the brand has been able to create a strong influence on the masses.

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.

The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

IIPM ISBE Programmes
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
Management guru Arindam Chaudhuri’s latest blockbuster book, Discover The Diamond In You
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
B-schools expect higher rate of campus placements this year
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
IIPM Best B School – EVENTS
IIPM conceptualized the grand final of Dare ‘10 — the most prestigious of international B-school student quizzes

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

Convenience Healthcare

IIPM is A World of Career

It has the right strategy to focus on customer care, open speciality institutes. But will its hub-n-spoke model work?

A religious trip to Vaishnodevi Temple turned bad for the Sehgal family. On his return, Rajiv Sehgal, Executive Director, GKB, met with an accident. He was rushed to Delhi, but no hospital would admit him without an enquiry. Only Max Healthcare did it. Says his wife, “It provided us with all the support we needed. When it comes to care, we think Max is the best.” Such comments speak volumes about the growing popularity of Max Healthcare.

Reveals Sanjay Rai, Director, Sales & Marketing, Max Healthcare, “We treat our patients in a totally different way. Gone are the days, when patients where treated as patients. Now, they are treated as customer. We believe in this principle. We have implemented world class services in our hospitals and we have a 70% occupancy rate.” In a bid to strengthen relationship with the patients, Max has offered facilities or commissions to doctors who refer patients for diagnostic tests.

This is the right strategy to adopt as healthcare in urban India becomes matured and developed. Look at developed markets like the US. According to a recent article in McKinsey Quarterly, “New research indicates that the US patients and physicians are more and more likely to base their choice of hospitals on non-clinical aspects of a visit – like convenience and amenities. Yet few hospitals have the marketing skills, the organisational structure, or the operating approach needed to deliver a distinctive experience in the way that retailing and hospitality companies do.”

Therefore, success in healthcare, in a sense, will be all about customers’ delight. And Max has been at the forefront to strategise it. In addition, the group has joined hands with Harvard Medical International, an arm of Harvard Medical School, and Singapore General Hospital for clinical practice, research and training. Max Healthcare can also claim to be the pioneer of the hub-and-spoke model in India.

Industry sources contend that Max plans to offer India’s first distance-education MBBS programme, and it is in discussions with America’s Oceania University. Sources reveal that while the theory part of the course will be based on long-distance model, the practical will be at various Max units. Adds Rai, “We have expanded, and entered into several JVs. This has helped us to focus on NCR centric delivery.”

However, it was not an easy road to health and success. Initially, the hub-and-spoke model didn’t work. Doctors saw organised primary clinics as competition to their private practises and, therefore, were unwilling to join Max. Patients didn’t prefer Max as it had few well-known doctors. In 2003, the CEO and Chief Medical Officer left the company. The next year, Harvard Medical International terminated its contract. But then nothing could stop Max’s promoter, Analjit Singh.

To woo customers to pay higher prices, Max forged alliances. Thus, it had dedicated customers, whose bills were picked up by their organisations. Singh realised that a more profitable category was specialised centres, where patients had to come because of a drastic shortage in urban areas. Hospitals constituted another lucrative segment that was tapped by Max. Pipes in Rai, “We have launched a Brain Suite, which is the best healthcare device for brain tumour. We have plans to create a national centre of excellence.”


This too may be the right strategy for the future. Another article in McKinsey Quarterly concludes that US hospitals and healthcare firms need to change their approach and focus to survive, and thrive. “A vital step is to compete on the basis of strengths in specific clinical service lines rather than relying on the power of full integration. Several large payers are already nudging hospitals in this direction by adopting a ‘centre of excellence’ approach.”

But Singh has to remain a little apprehensive about his horizontal integration approach. The 1990s witnessed a wave of hundreds of M&As in the US healthcare sector. They were all driven by the logic that such integration will lead to economies of scale, cost reductions, market power, and automatic patients referral. All of them eluded most buyers in a few years’ time. There was a grim realisation that being present in every field may not be a great idea, and multi-hospital systems “do not necessarily outperform independent hospitals.”

Today, the buzzword in America seems to be ‘boutique hospitals’. Stated a recent article in McKinsey Quarterly: “Private clinics… have already gone beyond private rooms to offer luxury suites, catered meals, and round-the-clock private nurses. In Seattle, the team physician for a professional sports franchise opened a practice that charged patients $20,000 a year for 24-hour access to medical services.... In Minnesota, a chain of “cash-and-carry” medical clinics in shopping malls promises walk-in patients that they will be able to walk out within 30 minutes, for a premium of about 75 percent over customary fees. ”

Moreover, as hospitals become focused and patients value conscious, healthcare firms will need to do what pioneers are doing in other services sectors. “Like cutting-edge retailers, they must identify the characteristics of the patients they can best serve and attract those people by creating specific value propositions,” says a recent global study. Only then can Max claim to be a glocalised healthcare group.


Edit Bureau: Sreoshi Ghose

Source : IIPM Editorial, 2008

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

For More IIPM Info, Visit below mentioned IIPM articles.
When IIPM comes to education, never compromise
IIPM, GURGAON
IIPM - Admission Procedure
Why Study Abroad When IIPM Gives You 3 global Advantages!

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

Honour, well deserved!

Why Study Abroad When IIPM Gives You 3 global Advantages!

Retrospecting on Hema’s reflections...

She chewed our ears off as the motar mouth Basanti, she took everyone’s breath away as the ultimate Dream Girl and with each passing year, she continues to glow just as radiantly. A great mother, an ace actor, a beautiful performer and a sharp politician; she performs the balancing act with absolute ease. At 58, Hema Malini steals glances with her charming elegance and poise. She started her second innings with Baghban and what a comeback it was!

The Bangkok International Film Festival (July 19 – July 29) honoured the lady and held the first retrospective of her career. Hema left for Bangkok with her younger daughter Ahana, to revive old memories and enjoy the adoration and recognition. One witnessed Lal Patthar, Sholay, Baghban and Dillagi being showcased at the festival. Ravi Chopra, the maker of bhagban , has only praises to spare, “I personally feel that this honour is well-timed considering her contribution to the Indian film industry has been tremendous. In fact, amongst the yesteryears’ actresses, Hema Malini was one of the only real superstars. She is a great artiste and looks better than lots of new-age women. All I can say and hope is that it’s only the beginning for her and I look forward to working with her in my future projects.”

Hema walked the red carpet, clad in a beautiful traditional saree, and we bet she loved the attention and is now basking in the afterglow!
Edit Bureau: Neha Sarin

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

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

For More IIPM Info, Visit below mentioned IIPM articles.
When IIPM comes to education, never compromise
IIPM, GURGAON
IIPM - Admission Procedure
IIPM is A World of Career

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

Back to the ‘Future’

IIPM, GURGAON

With Indian players more than willing to take forward the retail juggernaut, donning the king’s cap in this highly dynamic sector is certainly no mean feat. But Kishore Biyani led Future Group has done it with a great aplomb. With its flagship store Pantaloons, the group ventured into the area of modern retail in 1997 and since then there has been no looking back. Later the group entered value retailing with its Big Bazaar and Food Bazaar stores. Their presence in the retail space reached a crest when they launched their own apparel brands like Indigo Nation, Scullers and Urban Yoga under their group company, Indus League Clothing.

With a strong emphasis on delivering value to its customers, Future Group’s corporate credo reads – Rewrite rules, Retain values. Little wonder that Future Group has subscribed to ‘Indian-ness’ as one of its core values that is followed religiously in allits stores. While speaking to 4Ps B&M, Sanjay Jog, Head-HR, Future Group, states, “We are an Indian company and so we believe that ‘Indian-ness’ should flow out. There are numerous steps that we undertake to reinstate the ‘Indian-ness’, like we encourage our employees to talk in their local languages.”


For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

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

For More IIPM Info, Visit below mentioned IIPM articles.
When IIPM comes to education, never compromise
IIPM - Admission Procedure
IIPM is A World of Career
Why Study Abroad When IIPM Gives You 3 global Advantages!

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

Spice Jet provides some hope

When IIPM comes to education, never compromise

“The world does not need a Superman.” We are sure those of you who watched the 2006 Hollywood release Superman Returns would be familiar with this column that Lois Lane writes in the movie. It makes sense to her at least. One, she is a woman scorned. And two, she wins a Pulitzer for her pains as well! But we know quite well how desperately we need superheroes to make the world a better place, one we can only dream of.

Interestingly, the situation is quite similar with Indian aviation, where Low Cost Carriers (LCCs) have attained superhero status, by bringing dreams of flight come true for millions. But ironically, their own dreams have been clipped by a plethora of maladies like infrastructure shortages, rising ATF prices, and above all cutthroat price competition.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

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

For More IIPM Info, Visit below mentioned IIPM articles.
IIPM, GURGAON
IIPM - Admission Procedure
IIPM is A World of Career
Why Study Abroad When IIPM Gives You 3 global Advantages!

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

MRF

When IIPM comes to education, never compromise

The tyre major must focus more on its image-building exercise to extend its already acquired lead over peers

MRF’s mascot ‘Muscle Man’ (born in 1964) is still scoring high for this brand, much like its celebrated ambassador Sachin Tendulkar. However, this brand’s image is not solely built on its exceptional marketing strategies, but also on its world-class product portfolio and high customer satisfaction. The tyre major acquired the number one rank for the fifth time in J D Power Asia Pacific Customer Satisfaction Index (Indian tyre industry) released on May 3, 2007. Says Mohit Arora, Sr. Director, J D Power Asia Pacific: “MRF’s industry-leading performance is driven by particularly high ratings from customers in all five factors, the brand posts year over-year improvements in all factors, and their customers note particularly high advocacy and loyalty intentions.” Moreover, the company has caught on to the rising racing and rallying inferno in the country, adding more value to the MRF brand. Moreover the company is instrumental in changing the way tyres are being sold in the country, by initiating the tyre saloon concept (MRF Tyre & Service) – all tyre services by trained professionals under one roof, helping MRF to further boost customer loyalty. However, competition from other tyre biggies in the sector – Ceat, Apollo, Goodyear – has been taking a toll, but with 25% market share, MRF continues to be a leader in the sector.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

For More IIPM Info, Visit below mentioned IIPM articles.
IIPM - Admission Procedure
IIPM is A World of Career
Why Study Abroad When IIPM Gives You 3 global Advantages!
The Sunday Indian - India's Greatest News weekly
IIPM, ADMISSIONS FOR NEW DELHI & GURGAON BRANCHES
IIPM, GURGAON
ARINDAM CHAUDHURI’S 4 REASONS WHY YOU SHOULD CHOOSE IIPM...

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

Imagination Rules

IIPM - Admission Procedure

They come up on you slowly yet stealthily; but they mark you forever. The new age marketer knows a thing or two about the laws of the jungle...

One day in Manhattan, New York, 16,000 butterfly stickers appeared overnight across the city, forming a trail leading from Times Square to Central Park where a promotional event launching internet software package MSN 8 was taking place. This resulted in a major public outcry against the campaign, as it is illegal to advertise this way in New York. Microsoft immediately apologized to New York and agreed to remove the butterfly stickers. But it was worth the effort, for the campaign generated more that 168 news articles around the world! Not just the people on the streets of Manhattan, but world over, millions came to know about the new software package that was being launched by Microsoft.

Yahoo Personals Billboard Dating campaign put a woman on a Los Angeles billboard for three days. The woman spent three days atop the billboard, using a wireless internet connection and “Yahoo billboard Personals” to search for and schedule her dates. The campaign got so much of media coverage and free PR that it helped increase the number of visitors to the website. More than 6.4 million new visitors logged into the website. The company sure knew how to take dating to new heights.

In Australia, Vodafone painted their logo across the back of a person. At an appointed time, the man ran into a cricket pitch, where the game was on. Police ran behind the shirtless Vodafone man, so did all the cameras (which were telecasting the game across the world) and the eyes of the spectators. Vodafone had made sure that its logo was aired live around the world and all it cost them was $250 – the fine money that the police slapped on the streaker who ran into the pitch!

Welcome to the world of ‘guerilla marketing’. All the above mentioned instances are examples of this form of marketing. It could be defined very broadly as an unconventional way of performing promotional activities. And as consumers are increasingly avoiding or ignoring traditional advertisements, considering the increasing clutter, ‘guerilla marketing’ is the way to go. All it requires is, lots of imagination, for it is ridiculously inexpensive!

There are anti-ad filters as TiVo and mainstream advertisers are finding it difficult to reach the target audiences efficiently. To succeed in business you need to understand marketing. It’s said that most businesses fail because they don’t understand marketing. However, even when you do marketing, it is not easy to reach the target audience. ‘Guerilla marketing’ helps to breakthrough this clutter. That’s because just like guerrilla warfare, it catches the customers by surprise – thus making them remember the message (you can even call it a marketing ‘stunt’ if you deem fit) for a longer duration. In fact, ‘guerrilla marketers’ are even called ‘Buzz Agents’, precisely for the buzz they manage to create amidst consumers. They get people talking about the company and the brand.

When the Minnesota state officials wanted to boost tourism to a local resort town, they put a couple of canoes on some of the busiest streets of Chicago. The canoes had people wearing life vests and flannels as they pretended to fish and even row down the streets! Even a staid, jaded onlooker would have balked first and then smirked at the sight, and remembered it. Surely a novel way of fishing for more customers. The best part about ‘guerrilla marketing’ is that it delivers results quickly. And even if a plot backfires (as in the case of Microsoft) the company loses nothing, as every marketer knows there is no such thing as ‘bad publicity’, what matters is to get people talking about your ‘stunt’.

Hit it where it hurts
All that an effective ‘guerrilla marketing’ campaign requires is time, energy and imagination – not big budgets. So it works wonderfully for small businesses that work under financial constraints. This way they can challenge big competitors too. That’s exactly what Big Bazaar has done. It took on biggies like Shopper’s Stop, Lifestyle and Westside with cheeky one-liner hoardings that did catch a lot of attention and got the buzz going. “Keep West – aSide. Make a smart choice!” Shoppers! Stop, Make a smart choice!” “Change your Lifestyle. Make a smart choice”. These lines did stir-up competitors and gave shoppers something to smile...

Pepsi was still struggling for acceptance when Coke was riding high on the waves of success. Its biggest strength was its six and half ounce bottle. They used it in every ad and even trademarked it. Pepsi came out with a 12-ounce bottle for the same price. It had hit the bull’s eye. Youngsters immediately switched to Pepsi. It was the perfect guerrilla attack. That year Coke spent $15 million in advertising, while Pepsi rejoiced, for it spent just $600,000. An intelligent ‘guerrilla marketer’ finds a weakness in competitor’s strength and attacks!

Appear where no one expects you to!
A number of empty prams suddenly appeared on streets of Stockholm. As people passed them, they could hear a baby crying. When they leaned over to look at the baby, they saw some information written inside the pram which was, “Everyday 136,986 children are born who do not exist.” It was an effort by UNICEF to raise awareness about how infants, particularly in small remote villages are not registered at birth – which make them officially nonexistent and hence easy victims of child abuse. The campaign lasted for 3 days, but UNICEF was able to collect some 2,000 donors who were ready to support the campaign.

After the Jet-Air Sahara deal, Jet Airways came out with a hoarding that highlighted their changed uniforms, logo, et al. The headline read “We’ve changed”. Within 36 hours, Kingfisher came up with bigger hoarding next to it, with a cheeky headline “We made them change.”

The element of surprise works wonders for all successful ‘guerilla marketing’ campaigns. They are highly creative and deliver almost instantaneous results.

Have fun
Think creative, think out of the box… sure, but a dash of humour always increases the effectiveness of campaigns.

When Spiderman 2 was about to released in India, Contract ad agency created a campaign that shocked and amused male cinegoers. They saw a urinal placed high up, near the ceiling - one that only Spiderman could use! Next to it was a small poster that read “Coming soon Spiderman 2.”

A security glass company wanted to demonstrate the strength of its shatter-resistant coating. They treated a bus shelter’s Adshel with the coating and filled it up with bank notes worth three million dollars (apparently). Almost every passerby ended up either kicking or punching the glass. Some even returned with their families. The company had spent hardly $6,000 Canadian dollars, yet countless magazines and newspapers around the world covered this story.


‘Guerrilla marketing’ is fast developing into a new tool for marketers to get quick and effective results, besides being a unique way of reaching out to customers. For success in the contemporary marketplace, you don’t need to match budgets with the big players, instead you need to match wits. So if you are creative, innovative and ready for risks; and if you are looking for instant results, this is the place for you. Here there are no rules – the only thing that rules is – your imagination.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

For More IIPM Info, Visit Below....
IIPM - Admission Procedure
Why Study Abroad When IIPM Gives You 3 global Advantages!
The Sunday Indian - India's Greatest News weekly
IIPM, ADMISSIONS FOR NEW DELHI & GURGAON BRANCHES
IIPM, GURGAON
ARINDAM CHAUDHURI’S 4 REASONS WHY YOU SHOULD CHOOSE IIPM...
IIPM Economy Review

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

Thump or Rock?

IIPM - Admission Procedure

Sony banks on Roshan’s litheness

It was in end March that Sony Ericsson roped in Hrithik Roshan as its brand ambassador. Since then market watchers have been waiting with bated breath for Hrithik to make his first performance for Sony. Even before the ad hit TV screens, the comparisons began. Rival Motorola has Abhishek Bachchan on his side whose performance has been (so far) quite good. The deal became not just about Sony Ericsson and Hrithik; but pegged the latest Bollywood heart-throbs against one another viz, Abhishek and Hritik, in the endorsement arena too.

Taking forward the ‘I Love...’ theme of past commercials of Sony, the latest commercial of Sony Ericsson’s W200i with Hrithik Roshan says, ‘I Love the Thump’. The commercial starts with Hrithik in his bedroom and the first thing he does after waking up is put on the earplugs and switch on the music on his phone. The sound of music gets him into the dance mode. The next few scenes show people all over dancing atop buses, in office, cafes, et al. Finally, a troupe led by Hrithik is shown dancing, as non-stop music plays on their headsets. Suddenly, Hrithik gets a call and the momentum is broken. A voice is heard asking ‘What’s up’ to which he replies, ‘Nothing much, just letting the world free’ (English version). The ad ends with Hrithik declaring “The Thump is here.”

After the great success of its walkman series (remember ‘I love missing the last bus home’ ad?) the W200i is the latest addition to Sony Ericsson’s portfolio.

Talking about how the idea came up, Nandu Narshiman, Creative Director, Saatchi & Saatchi says, “The W200i Walkman phone has MegaBass with Bass Reflex Headphones and also offers a longer battery life. The concept of ‘Non-stop Thump Music’ came from these features of the phone.” The fit could not have been better. The phone is being peddled as a music machine and Bollywood’s dancing sensation – Hrithik Roshan with his Greek God looks is making the world dance in the ad. The ad tries to leverage maximum mileage out of this fact (gelling it with the theme of music and dance).

Without discounting his great looks, the ad focuses on his superior dancing skills, something that the whole Bollywood salutes. Riding high on his recent box office hits like Krrish and Dhoom-2, Hrithik has regained his status as the superstar of the country, which had slipped from his hands after his initial successes. “The key challenge was to get dates from a busy star and ensure that deadlines for launch were met, despite time pressures,” says Narshiman. Sudhin Mathur, GM-Mobile Communications, Sony Ericsson says that the brand has been moving up the recall ladder, of late, as a most persuasive brand. “We’ve always enjoyed a preference amongst youth and superstars, like Hrithik represent today’s youth,” he says. But despite the enthusiasm within the company for the thump, the ad has received a mixed response. While some are ‘thumping’ with it, others continue to rock... Here we’re talking of the clash between Motorola and Sony Ericsson. Remember Motorola’s ROKR ads, also positioned as a music device, which had Bachchan grooving? With both handset majors peddling phones with similar USPs, both with Bollywood superstars dancing to their tunes, let’s see who rings into most ears in the end. We love this game...

4Ps B&M Research: Surbhi Chawla

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

For More IIPM Info, Visit Below....
IIPM - Admission Procedure
Why Study Abroad When IIPM Gives You 3 global Advantages!
The Sunday Indian - India's Greatest News weekly
IIPM, ADMISSIONS FOR NEW DELHI & GURGAON BRANCHES
IIPM, GURGAON
ARINDAM CHAUDHURI’S 4 REASONS WHY YOU SHOULD CHOOSE IIPM...
IIPM Economy Review

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)