We can buy pizzas too!

1500-plus IIPM students placed across the country with 44 bagging international offers

McDonald’s had become India’s darling because of its value for money pricing; Domino’s encashed on this and launched its budget pizzas at Rs.35 only. The bid was to attract economy consumers and also kids, making pizzas within reach of their pockets. For the first time, Domino’s shed its ‘Hungry kya?’ tagline and launched an ad that played on compassion rather than humour. The tagline – ‘Khushiyon ki Home Delivery’; the aim – to expand their customer base in one go. Now that’s what we call a smart marketing move.

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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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It’s high time to revisit retail, says 4Ps B&M’s Savreen Gadhoke…

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In fact, retailers have now realised that having too many stores was perhaps not the right strategy to increase sales, as now handling rising operating expenses is beginning to get difficult for retailers. Moreover, rising manpower costs and sky-rocketing rentals too are adding to their dilemma. So, most of the retailers are now either merging their different retail formats or are relocating and resizing. They are even shutting down stores. This is certainly a natural move on retailers part, however, what is intriguing is that how did such a situation rise, especially when the Indian retail boasts of some of the biggest names of India Inc.?

Answers Vasal, “The reason for some retailers closing down stores is the general slowdown & fault in the strategies of the retail players. Some players entered the market during boom and hence the calculations weren’t done adequately.” Recently Videocon-owned consumer electronics store Next revisited its strategies and announced the closure of 20 outlets in prime cities. However, K. S. Raman, Director, Next Retail has a different reason for the same. “We now want to consolidate our presence in the interiors of the country and North East,” he argues. Similarly, Spencer’s Retail, too has shut down 56 stores (out of a total of 400 stores) purely on account of non-performance. Exclaims Goenka of Spencer’s Retail, “It is not an alarming news but a sensible decision.” Reasons cited by Goenka for non-performance of his stores were that in certain places, rents were too high and did not commensurate with the revenues, while in certain other places revenues just didn’t pick up. “You have to see what product(s) you are selling and then choose on a location. In few cases, this was done in a reverse manner,” he adds.

Apart from closing down stores, retailers are also considering to merge different retail formats they opened during the process. Reliance Retail is expected to merge its hypermarkets, supermarkets and convenience store formats. Certainly a merged management will help Reliance save on man-power, operational and recurring expenses. Kishore Biyani-owned Pantaloon Retail has also shelved its plans to hive off Big Bazaar as a separate entity and therefore cut on the costs that were expected to rise with the formation of a new company.

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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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The Colour of Retail

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Another way in which retailer’s are getting returns from their ‘green’ investments is the last 5 seconds of any marketing programme - We refer to the fourth P viz. Packaging. For instance, bags used by green retailers are reusable and recyclable and employees are trained to add more items per bag, reducing overall packaging cost. Mark & Spencer, made a bold move earlier this year by becoming the first major retailer to launch a nationwide carrier bag charging programme. To their dismay, however, there was a huge protest from consumers across UK . But, though there may have been some teething problems around customer inconvenience, “carrier bag usage is down by 80%,” explains Berg. Moreover, retail specialists claims that in regions like Europe where private labels command an equal if not bigger market share than big brands, most in-store labels are promoted as eco-friendly brands and the unique positioning helps retailers steal the show from big brands. No wonder Carrefour Eco Planète (a ‘natural’ tagged private label from Carrefour) is one of the most popular brand’s in its category and Carrefour holds the distinction of being France’s largest organic products retailer. Carrefour also is a propounder of recyclable bags. Even German super value store Aldi promotes its store brands with eco-friendly paper bags.

In tune, the global organic and eco-friendly market is growing by 39%, a mouth-watering delight for retailers in UK and USA. “In concentrated markets like Switzerland, USA and UK, supermarkets play a much greater role in community and that’s why these players are successful is promoting organic food,” explains Jonathan Banks, Business Insight Director, The Nielsen Company, UK.

About a year ago, when Lee Scott unveiled Sustainability 360 for engaging Wal-Mart’s associates, suppliers and customers in his ‘green’ campaign, altruism was far from his mind. He was indeed thinking about the great business sense it makes to reduce waste (of energy and packaging) on the one hand, and make money by selling environmentally friendly products, on the other. Sustainablity is vital for profitability, at least for retailers, it seems. Long Road Out of Eden gift-wrapped in sustainable paper, anyone?

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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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BIG TV's teaser before the war cry

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The second round of DTH war is on and ADA's BIG TV has made its war cry by slashing its prices heavily and offering the connection at a 43% lower price compared to the existing players' offer. Earlier this month, BIG TV created a big buzz when it ambushed Airtel Digital's teaser campaign and made it its own. What else, they patted themselves by sending a detailed press note on exactly how they did it! Well keeping in mind the DNA of ADA group, it's not surprising. In fact, with festive season 'round the corner, such fireworks were expected and anticipated from the BIG men. Just to raise some eyebrows: BIG TV has already grabbed 500,000 subscribers within 50 days of its launch & expects to touch five million in the first year of its operations. Too ambitious?

Pallavi Srivastava

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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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It’s a long drawn story

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Marketers constantly try new gimmicks to attract consumers; the latest being long TV commercials. But will the strategy work? surbhi chawla finds out

A tense stadium anxiously watches an Indian cricketer batting on 99. In this nail biting anxiety comes a new ball and the batsman hits a splendid six! His fiancée, who is sitting in the audience gets up, dodges security personnel to enter the field and breaks into a carefree dance. And with her, the entire nation sings ‘Kya swaad hai zindagi main.’ This long duration ad and the jingle from Cadbury Dairy Milk was etched in the mind of the audience for a very long time. At a time when marketing budgets were not high and marketers had to watch each penny they spent, coming up with long ads was not considered to be sensible. However, over the years, duration of ads has almost tripled and so have their advertising budgets. So, what is the real reason behind marketers ditching short & crispy ads in favour of long & audacious ad campaigns.

Priti Nair, Managing Partner, BBH India, opines, “With so much clutter around, the idea behind these long ads is primarily to break the clutter and get the ad noticed.” Earlier the trend was to rope in big celebs to draw attention, but now with so many celebrities trying to sell everything from a toothbrush to a car, marketers want to try something different to grab the attention of the Indian consuming masses. Hero Honda to celebrate its 25th anniversary in the Indian market has recently come out with a foot thumping 180 seconds commercial. And it is not just the sheer length of the ad that comes as a surprise, but also the presence of as many as eight celebrities swamping all over the television channels that make one wonder that does it makes sense to have such a lavish ad budget? “It is not just the length of the ad that would hook the customer, but the ad should also provide the watchers with entertainment value,” avers Sanjay Sharma, CD, Draft FCB Ulka (the man behind the Hero Honda commercial). Marketers are now working harder on a storyboard that is interesting and hooks the customer till the end of the ad.

“The size and scale of the ad also helps the brand in creating a statement about itself,” informs Rajeev Raja, Ex. CD, Bates David Enterprise. Little wonder that BIG TV, Happy Dent, Bajaj Pulsar, et al, have made ads that are longer than the normal 30-45 seconds ads. There would be ad-men who would be quick to point out that there has never been a cap on the ad length and even in the past there have been ads of various lengths that have been made from time to time. As a matter of fact, it was not so long ago when Nike came out with its gully cricket ad that clocked almost two minutes. What’s more? Although the Nike ad boasts of a few celebrities, the entire show is run by faces that are lesser known.

So does it always pay to make something grand as attempted by these ad gurus? Not really, and the biggest example is the Pepsi Bubbly campaign. The ad had Big B, SRK & Preity Zinta giving company to Sachin, Dravid, Irfan, Yuvraj, Zaheer & Kaif. The company also launched a remix video with Kareena Kapoor. However, the ad campaign did not click with the audiences. The reason was very simply – with so many stars, brand Pepsi got lost somewhere. Although people do remember the bubbly song yet the association with Pepsi is not that easily to make. The trick here is not to create a long ad, but to ensure that each dime that the marketer spends gives him good solid returns.

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.
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