Double or Quit

Experts believe that the firmly entrenched popularity of cruisers in targeted developed markets have contributed to Enfield’s success overseas, but volume play on the home turf may require some mass marketing measures from the niche bike maker. Not that the core team at Royal Enfield have been twiddling their thumbs. They are already expanding their target segment from the present 25+ age group to bring more of youngistan into their brand franchise. Analysts say that Bullet’s club activities, which will give the youth a sense of belonging, are set to play a significant role in expanding the Enfield brand promise for India’s youthful demographic. Proactive marketers at Enfield have already started capitalising on this asset. Their latest activities like ‘Log Out’ (focused on corporate sales) and ‘Keep Riding’ (wherein Bullet riders go on a small tour together) are specifically designed to bring a new set of young consumers under the Royal Enfield umbrella. So is there a plan to launch a two-wheeler version of Maruti’s Raid-de-Himalaya?

“Not really. Our intention is to promote Enfield riders riding together, rather than competing with each other,” clarifies Chavan.

Apart from expanding its consumer base, Enfield also has a portfolio line up to achieve the proposed doubling of its sales turnover. The company that has recently rolled out its Classic 350 and Classic 500 models (with single spring-saddle seats and vintage body coloured bumpers), will soon be launching its new and much-awaited Machismo in the Indian market. With its latest UCE technology (introduced in the Classic range), Enfield has narrowed the space for its critics to crib about Bullet’s engine issues. The new technology offers a host of advantages to the consumer namely, engine oil change after 6,000 kms instead of the earlier 3,000 kms; little or no engine adjustments, et al – changes introduced to make more heads turn in Bullet’s direction. “The company will also be launching concept models and variants at the Auto Expo next year which will make consumers more familiar about benefits of UCE technology,” avers Ravichandran.

Despite these subtle overtures to woo new target segments, Enfield is careful about not over stepping the mark in any way that could hurt its intrinsic brand association with cruise biking. Little surprise that they are sticking with their traditional media plan and continue to opt for their regular niche marketing channels. “We have no plans to turn our products into mass appealing ones. Enfield will continue marketing activities via niche media channels only,” explains Ravichandran, emphasising the company’s need to not upset the brand’s apple cart anytime soon.

Our Take: Royal Enfield’s efforts to net in India’s youngistan franchise via its clubs may fetch long-term returns. Their short term plan of netting 60,000 unit sales in 2010 are also well in sight. But, with every bike maker in India hungering to expand their target segment, doubling Bullet sales by 2013, without any major tweaking of marketing strategies, may not be the best bet for this niche player.

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

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Monojit Lahiri spoke to a bunch of celebs who made sparks fly – before toasting to a ban of this absurd rule!

We live in strange and troubled times, brother …

We are allowed the manufacture and consumption of liquor – but, sorry – (hic) no advertising! Unlike the US of A where alcohol advertising has “regulatory bodies” that create standards for ethical advertising and where the concern is ‘where’ the ads are placed (mostly in media streams viewed by 70% of the audience over the drinking age) here it’s a blanket ban with no ifs, buts, why’s … When pressed, the general response (please don’t have a cardiac arrest, laughing!) is: it’s unconstitutional to propagate evil habits injurious to health and a bad influence to society. All the celebs interviewed – with the exception of the cool and gorgeously opinionated Pooja Bedi – were of the collective belief that this move was the biggest farce ever; a totally hollow, ludicrous, cosmetic and cockeyed, completely self-defeating in both intent and purpose. In today’s liberated and globalised times, with India celebrating economic prowess and quality of life at par with the West, this brain dead vetoing of publicity of a product category which is a way of life for India’s well-healed, sophisticated, aspirational constituency but freely allowing manufa

cture to scoop up titanic amounts of revenue for the exchequer, tantamounts to an epic hypocritical joke! Here’s what the heavy weights have to say …

Ad-Guru & Theatre Maestro Alyque Padamse is first off the block and takes off with all cylinders firing! “Either make Prohibition work or allow the advertising of liquor. The Government must stop this childish and absurd dilly-dallying and decide one way or the other. In today’s life and times, liquor is a part of young people’s lives and no social event is complete without it. How many kids have tea, coffee or cola’s after 8 pm? C’mon wake up and taste the … stuff! The same goes for Cigarettes. If the powers that are had any guts they would ban the manufacture of these products – not the advertising. Isn’t it amazing that they have messages like SMOKING KILLS on cigarette packs and yet these products roll out in billions of units everyday? But then Delhi is notorious for its double-think!” Film-maker Shyam Benegal agrees. “It’s so hypocritical and doesn’t make any sense at all! They don’t ban the name or the brand but just the idea it is liquor and do a quick surrogate advertising number – Kingfisher Mineral Water, Bagpiper Soda … whatever. And the argument that it will tempt the poor is silly because this segment does not connect with IMFL brands and hence advertising affecting them is a non-starter argument”. Actor & Anchor Kabir Bedi goes along this line of thinking, but with a tiny proviso. “I agree with Alyque & Shyam that while advertising should certainly be allowed, one should ensure that it shouldn’t be consciously created in a manner that it makes drinking a fashion statement or a glamorous recreation for the kids and have-nots. We know the power of clever advertising and the influence it can wield as a force of seduction. So, basically I am advocating Responsible Advertising”.

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
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IIPM: An intriguing story of growth and envy
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IIPM Related Links
Detail of all IIPM branches
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Globally, companies are earning huge revenues by licensing out their brands, but in india the trend is just about beginning to shape up.

Be it licensing for merchandise or bringing international reality TV shows to india, there is still a lot to happen on the domestic circuit. will the future unfold just as beautifully as predicted by marketers? 4Ps B&M’s Pawan Chabra presents his findings...

In 2003, ITC placed a huge order of 4.5 crore comics with Diamond Comics for Sunfeast’s brand launch campaign. The comics were to be distributed free as part of the Sunfeast promotional campaign among kids. It was then that Gulshan Rai spotted a golden opportunity. The Managing Director of Diamond Comics realised that his paper heroes had it in them to ring-in mammoth additional revenues through brand licensing. Rai recalls, “We realised then that there can be a brand licensing program that can be exercised. Our comics have been used by many companies for promotional purposes since then...” An obvious refrain would be that popular characters from the company’s stable – Chacha Choudhary, Pinki and Billu – are way less popular than Walt Disney’s characters or even American super heros like Superman and Batman and therefore would command less goodwill. But Rai believes differently. He argues, “Foreign characters are only popular in metros, but we have a pan-India reach and even people living in remote areas have been reading our comics for years.”

Diamond Comics is also planning a TV Channel named Diamond TV in the next 8-9 months, which will make its popular comic characters all the more familiar with the target audience. Though Rai declined to comment on his revenue targets, but he seemed certain that, “Diamond TV’s launch will phenomenally increase the brand equity of its comic characters...” Besides the TV venture, the company also has plans to launch stationary items, chewing gums, et al, in the coming months, in a bid to extend its brand licensing and merchandising programme. At a time when power brands seem to be singing their way to the banks, the news for regional brands is also not too bad. Marketers believe that even brands with recognition in Tier-II and Tier-III towns will come to assume equal importance as those of the big players, as brand licensing is fast acquiring the shape and form of a mind-boggling $190 billion-worth global phenomenon! It’s the new obsession of the new-age marketers across the world. And the potential for India is tremendous, given the small inroads that have been made so far.

For the uninitiated, brand licensing is worth more than $71.25 billion in countries like US and Canada; Western Europe is catching up with annual earnings of $26 billion from brand licensing. But where exactly does India stand in this fight to make the most by allowing others to exploit your brand? First, the bad news – India, with an annual global licensing market share of just 1% is still a laggard. The good part – despite that, India Inc. has sensed the huge opportunity lying ahead, both for marketers as well as brand licensing experts, who are salivating at prospects of multi-fold growth in this industry in the coming years.

In fact, Gaurav Marya, President, License India (one of the largest Indian companies that has a structured and focused approach toward licensing), estimates the current size of this industry to be around Rs.500 crore with the potential of a strong 40-50% CAGR over the next couple of years. “The biggest advantage that India has is the huge number of world-class manufacturers available in the country,” adds Marya. But what does it take to make a brand licensing program successful in a vast and diverse country like India?

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
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Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

BEND IT IN BHARAT

India’s 700 million villages, housing almost 70% of the nation’s consuming population, have had marketers salivating after them for almost half a decade. But the real boom is coming only now, with rural demand for durable and non-durable products far outpacing consumerism in saturated urban markets. Villagers now account for the majority of consumer spending in the country, more than $100 billion a year. And if you thought that this spending is limited to essentials and necessities, here’s the eye opener. Rural India buys 46% of all soft drinks sold, 49% of motorcycles and 59% of cigarettes. FMCG conglomerates like HUL and CavinKare get more than 30% and 50% respectively of their revenues from rural India. It is not that overnight rural India has become prosperous and consumerism is booming. The devil is in the detail. A decade ago, India had only 400 microfinance institutions covering merely 200,000 customers between them. Today, more than a thousand microfinance institutions crisscross India’s rural lanes and serve over 17 million people. Easy finance availability has added fuel to the fire created by the flush of media created awareness that has seeped into ‘Bharat’ over the last decade. So while till a few years ago, a video on wheels, branded vans and a song and dance show were enough to push your brands amidst rural folks, an overexposure to TV has killed that appeal today. Product customisation no longer means just reducing the bottle to the sachet; and promotions do not merely mean painting the village sarpanch’s house to entice others to buy your paint. The time is ripe for more focused and relevant messaging and well-thought-out specific strategies to woo these simpletons. Some brands have already cracked the new mantras to succeed in rural India. For those who are still bemused, here’s your chance to learn and earn.

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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!
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IIPM Related Links
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
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

After a long silence, Yahoo! has gonged the rebranding bell. But will this be enough to save the online giant?

STEVEN PHILIP WARNER, post his interactions with industry experts, does a reality check…

“It was not something that we realised when we suddenly woke up in the morning. The Yahoo! team had been at it for over 9 months now and it was a pure collaborative effort, led by our CEO Carol Bartz,” began Nitin Mathur, Director - Marketing, Yahoo! India. So what is he really referring to here? Yahoo’s latest “It’s Y!ou” rebranding campaign that was rolled out on October 5, 2009, in India after its launch in US a week prior to that. So while many online Yahoo fans are pleased with the repainting of the Yahoo! brand with some new and fresh third-party applications, the question that remains to be answered is – will this $100 million-worth global plan help save this brand which many critics now even call debilitated and anemic? One such individual is Richard L. Ptak, a noted Silicon Valley-based analyst, who opines, “I can’t think of any successful re-branding efforts to date when it comes to online services. Die-hard Yahoo! aficionados may go to the site and spend time trying to figure out the benefits. But simply revising the graphics and an unfocussed message is not going to drive people to its site. Marketing is definitely important to gain attention but you need to be able to demonstrate a clear differentiation from the competition. Yahoo! looks the same as any of their competitors on the web. When you go to their site, it’s still the same old Yahoo!” Well, we certainly do not agree with Ptak here, for Yahoo! has brought in more than just a simple change in graphics. “It is more like understanding the rebranding efforts with the change in content and innovation in other offerings as the real backdrop,” states Mathur.

Then there are others who agree that Yahoo! is doing much more than simply being a navel-gazing narcissist! One Jagdeep Kapoor, a noted brand analyst, positively propounds a three-advantage theory, “First, is that it would rejuvenate the Yahoo! brand and make it more vibrant. Secondly, the ‘Y!ou’ part is significant, which attempts to connect with the consumers old and new on an individual level. Thirdly, the media spend and visibility will also bring Yahoo! will bring into the consideration set for potential consumers...” Considered that an optimistic Kapoor talks about the increased visibility for Yahoo!, but how often do you see a Gmail or Google search advertisement on print? Or for that matter, even Microsoft, which is sitting on about $49 billion of cash reserves, bothers least about highlighting its ‘newly’ launched Bing search engine brand, in newspapers or magazines, globally! But as media gurus around the world shunned the need for online giants to advertise on print media, Yahoo! sprung a surprise. It was Yahoo! and its new found vigour for re-branding that were splashed across front pages of six leading national dailies in India on October 5, 2009. And this is actually some indication from the online service giant that it is waking-up to the call of the wild online world. As far as India is concerned, this is all set to become the latest 360-degree re-branding effort by the giant, spanning vehicles like print, social media, TV, radio, cellular services and online (which of course will remain the main vehicle during the months to come, as the ads are planned to hit your temples till the end of 2010)! “We’ve had the Yoodle campaign in Mumbai, which generated a lot of interest amongst youngsters, and this campaign will continue for the next 16-18 months, till the end of 2010,” adds Mathur. Yahoo! is also looking at many below-the-line campaigns, the next one of which will be centred around the cyber-cafes. It is interesting that despite being a global player, Yahoo! is showing a special interest in the Indian market. Talking about the same, Ptak avers, “Given the attention to India-specific images in the generic intro video, I would expect that Yahoo! would have ads targeted on and highlighting India-specific interests, concerns and events. Yahoo! will regionalise & make it easier to get more local content and make the information offered more local.”

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!
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IIPM - We will change your outlook : Career 360 and Mahesh Peri scam is exposed

IIPM: An intriguing story of growth and envy
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IIPM Related Links
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Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

Unfolding the dark side of Jail

IIPM: An intriguing story of growth and envy

He’s explored and exposed the underbelly of the media, corporate and fashion worlds; Now Madhur Bhandarkar is all set to reveal the truth behind bars. By Pallavi Srivastava

Madhur Bhandarkar is known for bringing reality live on silver screen. In a similar endeavor for his movie Jail, the director has actually sourced the prisoners’ clothes, mugs and a lot of other goodies shown in the movie from the Pune Jail.

Neil Nitin Mukesh has lended his voice for a song in the movie: The actor recorded the song Saiyan ve (Rock version) at the Krishna Studio in Mumbai. Neil flaunted his vocal talents for five hours at the recording. The song is used as a promotional song for the movie. And yes, this is the second playback song from Neil. He had earlier sung a song for his film Aa Dekhen Zara.

On Neil’s request, director Madhur Bhandarkar decided to shoot the entire movie in a chronological order. Neil says that as a person he couldn’t identify with the four walls of the jail. So, for him to play the role better, it was important to live the character. Shooting the movie chronologically helped him in doing so. Hence, Neil was able to portray Parag Dixit (his character) more realistically.

During the shoot of the movie Neil Nitin Mukesh and Manoj Bajpai were staying in a resort in Karjat (extended suburb of Mumbai). Neil and Manoj were the only guests at the resort, along with some of the staff. And guess what? Both felt that the resort was haunted! So to keep the ghosts out of sight the two actors covered the huge windowpanes in their rooms with newspapers. Oops! Are ghosts scared of newspapers? Or are they scared of journalists?

Much has already being talked about the nude scene that Neil has done for Jail. But Neil doesn’t feel that the issue has been blown out of proportion. He says, “Since its the first time in Indian cinematic history that an actor is shedding all the clothes... this much media attention is natural. However, the only reason that the scene is there in the movie is because it was necessary to portray the reality.” And yes, the actor did feel shy stripping for a billion people...

Pallavi Srivastava

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).

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The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
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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
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

OF MEAN STUNTS & MAST MUSIC!

MTV’s whopping growth in terms of ratings has further kindled marketer interest in the channel. The Gross Rating Points (GRPs) of MTV have grown by 150% in the year 2009 vs. 2008 . And over the last three years, the growth of the channel has been over 100%. Insiders in MTV claim that this unprecedented growth in the channel’s performance is largely driven by it’s ‘long format reality content’ that became the focal point of MTV honchos after the channel revamp in 2007. It was the Roadies’ huge success that made MTV realise that the big buck really lie here. As a part of the revamp exercise, the share of non music content was increased in the channel’s programming mix, visible in the slew of reality shows launched on the channel over the last three years. Sources in MTV agree that it was a much debated decision at that time but the gamble has eventually paid off and well as the increased ratings suggest.

Couple that with ratings that are not just highest among the music and youth category but also more than the the ratings of many big reality shows on GECs and you have a winner. Here’s a telling example: The season average of Roadies 6 was 3.11, higher than even star studded reality shows on GECs like Big Boss 2 (2.23, Colors), Sach Ka Saamna (2.92, Star) and Rakhi Ka Swayamvar (2.8, NDTV Imagine). Even the average ratings for Splitsvilla season two (1.5) are higher than many of these shows listed above (see table).

“Even with much small distribution network compared to GECs, we are already bigger than them in the 15-24 years SEC AB (MTV’s core target audience),” explains Patil. Sample this: In April 2009, MTV’s GRP average was 81 – higher than channels like Sahara One (45 GRPs) and SAB TV (49 GRPs). In week 17, MTV GRPs were 88, at par with Star Network’s alternate GEC Star One! And all this with just 4-5 hours of fresh programming (long format shows) as compared to 20-25 hours of weekly programming on GECs.

Moreover, the channel is stickier among its core audience than most GECs. With a reach of 41% (lower than GECs and second rung GECs) the time spent on MTV (64 minutes) is higher than channels like NDTV Imagine, Sony, Star One, et al (see graph). Says Rajesh Kamat, CEO, Colors: “Shows like Roadies and Splitsvilla get MTV appointment viewing from the youth audience. That is why advertisers with youth focus spend on the channel the way they spend on GECs.” For the record, Colors and MTV both come from the same Viacom stable.

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

Women NOT Allowed!!

IIPM B School : King Khan, Bollywood Badshah and Quiz Wiz — that’s Shah Rukh Khan for you

The Van Heusen India Men’s Week (VHIMW, September ‘09) marked the beginning of exclusive men’s fashion week in the country. An impressive list of designers including Rohit Bal, Tarun Tahiliani, J. J. Valaya, Rajesh Pratap Singh, et al, were there to dazzle the men folk with their exquisite designs. Well, the new man has finally arrived!

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

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B-schools expect higher rate of campus placements this year

‘Microsoft’ always implied ‘Science’. But for a change, over last year, it turned ‘Stylish’. Steven Philip Warner defends this makeover

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

Talk about ‘beauty with brains’, rather ‘style with brains’, and that outlines the sole reason why Microsoft has cracked into the top 10 league of the 4Ps B&M Best Brands Survey, moving eight places north to the 9th position… It was all about positioning at the end of the day, and the fact that there has been so much into brand building exercise over the past one year! “4Ps is the right term to describe how we actually got there…” avers a thoughtful Ashim Mathur, National Marketing Manager, Microsoft E&D. For a man who is currently spearheading one of the key businesses in the country for Microsoft, this survey result comes as a “no surprise”. “We followed a three-pronged branding & growth strategy – focussing on the ‘right’ retail presence, forging strong partnerships and increasing online presence,” states Mathur. Even when it comes to the Office Home & Student - Fully Packaged Products, FPP, the company got real serious about increasing its visibility, considering that competition was always growing fast on its heels… The company started putting it across at the right ‘places’, which made the brand more appealing and made it all the more visible.

Interestingly, Microsoft has all the more become cautious about its choice of channel partners. During the past one year, it started focusing on the “large format retail outlets” which helped build a stronger Microsoft brand. Pricing too became very critical, yet, the company believed in the power of its distributors to offer the product to the market with the right positioning intellect. When it comes to its hardware business too, Microsoft understood that its products were low-involvement products and hence it tried to “integrate style with science.” There was an immediate need for this considering how fast technological products can become obsolete. The consumers always want something new. “We also launched new products in the blue track platform like the arc mouse & wireless keyboard, etc, which gave that extra punch to the product, making a common purchase feel special,” explains Mathur.

Partnerships was another forte for Microsoft during the past year. Even when you talk about the E&D division, it signed partnerships deals with online portals like zapak (in January 2009, before the World Gaming Day on February 12, 2009), PVR (which opened up a new entertainment zone in an alliance with BluO in April 2009), et al, thus increasing visibility and educating the Indian masses about Microsoft brand being more than just seriousness and game-related. Hence, during the past year, it succeeded in portraying the “360-degree entertainment” quotient.

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 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
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IIPM Best B School – EVENTS
IIPM conceptualized the grand final of Dare ‘10 — the most prestigious of international B-school student quizzes
IIPM B School : King Khan, Bollywood Badshah and Quiz Wiz — that’s Shah Rukh Khan for you

Brand Image & Perception

Hero Honda loves riding on a rough terrain and value pricing and coming out as winner

Interestingly, while Airtel & Tata have maintained their positions in this category, it is Hero Honda, which has climbed up the stairs to sit prettily at No.3 in terms of Brand Image & Perception. Hero Honda, gained the maximum thanks to its rural foray, which gave it immense mileage. On the contrary, despite its vast expansion in the hinterlands, Maruti slipped down the ladder because of intense competition and long waiting periods.

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).


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

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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Virgin Atlantic :- To make flying great…..to go

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BRAND: Virgin Atlantic
HEADLINE: To make flying great…..to go
AGENCY : O&M

4Ps TAKE : This one is truly Branson style. Bathed in a striking blood red background, this print campaign of Virgin Atlantic doesn’t sport an aeroplane. Instead has a limo doing a trick for it. But, it’s the headline of the ad that wows the most – ‘To make flying great, we go the extra mile. Or as many miles as you want us to go’. Now, that’s making the consumer king. The body copy explains the various services that come along with flying Virgin. While the uncluttered look adds to its classy appeal, the USP and the power idea is communicated in the most simple and powerful fashion. As Air France and other international airlines flaunt their upper class facilities in India, it was only a matter of time that the fast-thinking Virgin Atlantic unleashes its communication weapon. Great branding, Sir Richard, yet again!

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....

The Sunday Indian - India's Greatest News weekly
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New York’s ‘official’ real estate boom

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A strange thing is happening in New York city – and we are talking about a real estate trend here. While residential property prices have stagnated, commercial property prices are going through the roof. Literally! Here’s an example. In Manhattan, reportedly, commercial complexes that are worth more than $5 million are now selling for a whopping $730 per square foot; this is almost 18% more than what these same spaces were selling for last year; and here’s more: this is a huge 143% up from what they were selling for in 2004. In April this year, The New York Times (NYT) building was sold for $525 million (to Israeli conglomerate Africa Israel Investments); in 2004, the NYT building was worth only $175 million. Rents too are seeing an upward spiral. In the Big Apple’s Financial District (which houses Wall Street) rents have shot up by 25% over last year – and 62% over November 2004.

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....
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