Ravi Thakran, President

When IIPM comes to education, never compromise

Ravi Thakran, President, Louis Vuitton Moet Henessey (a-pac) shares with 4Ps B&M his experiences and thoughts on the subject of ‘Indian CEOs performing on the global stage’...

4Ps B&M: How Indians are making it to the top positions in global corporations?
RT: It’s difficult to precisely assess how Indians are making it in the top positions of MNC. But of course during the last five years, the number of Indian in key positions across the globe has definitely increased.

4Ps B&M: Could you share your experiences of your journey to the top?
RT: With LVMH, I have learned a lot. And I think there’s no short cut to reach at the top. It’s hard work that is required and lots of Indians of today’s generation are realizing that. In LVMH, I see lots of such people, who has the potential to reach in a key position.

4Ps B&M: Any challenges and roadblocks that you faced and how was the feeling once you were at the helm of affairs?
RT: As an Indian, I never felt any such challenges, I mean which are precisely for any Indians and not for others. I haven’t come across any such bottlenecks. Language barrier and cultural barrier was of course there but that’s applicable for other nationalities also who work in other nation.

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Source : IIPM Editorial, 2008

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

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Mahindra & Mahindra

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At Rank 60 last year, driven by Anand Mahindra’s zeal, M&M has gallantly galloped ahead...

Mahindra as a brand has undergone major restructuring, over the last few years. The automajor has not only diversified into passenger car segment successfully (from just being a CV maker), but by forming a JV with France’s Renault, the brand value of Mahindra has shot-up significantly. Moreover, leading positions across sectors – farm equipment, infrastructure, IT and financial services, has added ions to the Mahindra portfolio. The group also enjoys a handsome global footprint in almost every sector it operates. The $4 billion Group has also made strategic acquisitions in China and the UK, besides boasting of 3 assembly plants in USA. The power of Brand Mahindra can be judged by the fact that Forbes has listed it among the World’s top 200 most reputable companies (and in the top 10 list of India’s most reputable companies). Now, the key to more power for M&M hinges strongly on the recently launched Logan’s success in Indian market. With apologies to Robert Frost: The woods are lovely, dark and deep, but M&M still has miles to travel before it sleeps!

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Source : IIPM Editorial, 2008

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

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Now over to the idiot box!

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The following points are the ruling criteria for selecting and short-listing the winning TVC ads: Product positioning clarity; clinching benefi t to the brand; presence of a power idea; visibility of brand personality; expectancy of communication; single-minded focus of message; reward to the prospect; visually arresting and painstaking craftsmanship. Here’s a peek into our TVC verdict for the fortnight ended June 4, 2007. Ready to groove?

BRAND : Titan
AGENCY : O&M
BASELINE : Slimmest watch in the universe
DESCRIPTION: Aamir Khan wears his Titan watch and smiles fondly – only to find himself in the middle of the paparazzi clicking pictures. Wherever he goes, the paparazzi follows. He stands in a pose where his watch gets hidden and everyone disappears. Amazed, he hides and shows his watch several times, just to check. Alas! He’s proved wrong... it was the watch that was getting all the attention. In the end, he just gives up and flaunts his Titan Edge watch.

4Ps TAKE : Just in the last issue we ranked the campaign of Titan Aviator series and said that we aren’t missing Aamir Khan. Now, that Mr. Class is back, we’re left yearning for more. Though nothing out-of-the-box, but the storyboard remains appealing – with the superstar having to concede to admit that Titan is the real star! (reminds you of Jr. Bachchan and the MotoSLVR series?). But, it’s Aamir’s sheer brilliance that make an average done-to-death concept look absolutely smashing. The ad is well executed and scores high on its single-minded focus quotient, which is to position the watch as the real star. The clarity of communication also stands out. Not a single word spoken – yet the brand personality is eminently visible. By the way, did we forget to mention the typical trademark of the brand – yes! the Titan tune which leaves you nostalgic.

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Source : IIPM Editorial, 2008

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

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If Darwin loved cars...

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...he’d perhaps have a view similar to auto analyst Murad Ali Baig about the evolution of the Indian auto majors!

The world’s auto companies are flooding into the Indian market at such a dizzy speed that buyers are more confused. Buyers today can choose among about 40 different models with 200 options in petrol and diesel engines and trim levels.

Maruti, or rather Suzuki, commands half of India’s passenger car market dominating the small car segment with seven cars and four utility vehicles, but just a small share of the bigger cars. So the peppy new SX4 was recently launched to offer a bigger car. Customers are confident about Maruti’s wide network of service and spares and the company has wisely promoted this ASP.

Hyundai made a great success of their small Santro and changed public perceptions with their Shah Rukh Khan campaign that changed ugly into cute. They then did well with their Accent and even more spacious and powerful new Verna. However, they did not succeed in persuading higher income buyers to go for their bigger Elantra and Sonata brands.

Tata Motors on the other hand have done so well with a number of well priced models based on their 1405cc predominantly diesel engine. They offered outstanding warranty to overcome initial problems. They have now allied with Fiat in India to first make their excellent petrol Palio and later bring in larger models from Fiat’s big stable. But Fiat’s image badly needs refurbishing and this is taking time.

Mahindra & Mahindra’s Scorpio has succeeded in being a spacious and comfortable vehicle but it is not a car. So they have just launched a real car, the Logan that is a product of their new alliance with France’s biggest carmaker Renault.

Japan’s Honda has done brilliantly with their City and big Accord and with their new Civic that is positioned between them with high reputations for fuel efficiency and reliability needing little support from advertising and promotion. Honda’s main global rival, and Japan’s largest automaker, Toyota commands the personal utility vehicle segment with their very successful Innova, but it has a small presence with the Corolla and imported Camry.

GM now sources most of its products from their newly acquired Daewoo plantsin Korea from where we have their spacious Optra, the smaller Aveo and their new small Spark that evolved from the Daewoo Matiz. The U-VA is a shortened hatchback version of the Aveo positioned just above the Spark. None of these brands have strong associations in India so constant advertising and promotions are necessary to attract consumers.

Ford made India their base for a brand new Ikon platform and is doing the same for their slightly bigger Fiesta models that includes a semi sports Fusion. Ford is a strong brand but does not enjoy an image comparable to that of their Japanese rivals so needs brand and promotional support. The Skoda Octavia has also been a success story among bigger cars despite the fact that few buyers associated it with its parent company Volkswagen. Its strong image for solid cars with and economical diesel engines requires little support.

The luxury segment, dominated by the German brands, is growing fast. Mercedes Benz had been the first and they sold over 2,000 cars last year. Now BMW has set up a plant and Audi will soon follow suit. Among the imports are also a few exotic cars from Porsche, Lamborghini, Ferrari and others.

India’s car buyers are very savvy and mainly look for fuel efficiency, reliability, service and resale value. As affluence increases many buyers change their cars even before their first set of tyres need to be changed. The market is very volatile and new models are appearing every month to tempt them.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

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

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God of small autos...

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Arguably the easiest to drive on crowded & busy city streets...

Just as we Burmese are known for their distinct likes and dislikes, we are also known for our liking for and familiarity with imported vehicles from Japan. When it comes to autos, we prefer the looks; mostly because other specifications of all the models ‘Made in Japan’ are not different from one another. So Indo-Japan jointly made models are the only preference for me, at least. On the whole, Alto is one of that kinds.

A new buyer looks for a new model. So I chose Alto, which was a fresh one when I bought it in 2005. Yet, till today, Alto’s look is not outdated. A hiccup was that I had to wait for a few days to get an Alto because I didn’t like to buy any show-roomavailable car for my own reasons. I don’t know the statistics, but I recognize consumption of fuel as one of the best in my car. City dwellers in India need a relatively stronger body. In that respect, Al- to has a reasonable body metal. Apart from body injuries, I don’t need any major repair ever since I started using my car. So far I haven’t had any difficulties with services like servicing, insurance, accessories et al. Even the size of my car is perfect as it is easier to drive around in Delhi, compared to SUVs.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

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

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