| COVER
STORY Brand
Gendering : A New Strategy for Building Brands
- - Tapan K Panda
While
functional and attribute orientation is used for product positioning, brand positioning
is based on emotional associations. The process attempts to associate the brand
on some unique emotional elements compared to competitors in the customer's perception.
Brand gendering is a process of associating the brand with a gender for creating
differentiation in the market place. This article looks into the process of positioning
the brand on the basis of gender and explains the techniques in which gendering
will work. It also draws the reader's attention to the strategic cautions on gendering
brands. It highlights situations in which brand gendering will be favorable for
the brand and in which situations, brand gendering should be avoided. This conceptual
article analyzes the strategic alternatives of gendering a brand and its long-term
implication for the brand. ©
2006 IUP . All Rights Reserved
RETAILING
Lifestyle
Retailing : Bonding Customers with Lifestyle Brands
- - K Sangeetha
In
the current cut-throat business environment, marketers have to keep pace with
the changing consumer behavior and lifestyle. Consumers have to be targeted with
novel marketing techniques as they no longer buy products the way they used to.
Increased disposable income of the people, the role of brands and products in
consumer lifestyles is tremendous, providing definite insights into companies'
marketing and advertising strategies. This has attracted big companies to enter
the realm of lifestyle retailing to sustain and to carve out a competitive edge
in the market place. The outcome is very high visibility and vital awareness of
the product among the consumers who seek convenience, value, variety and a better
shopping experience. ©
2006 IUP . All Rights Reserved
BRAND
MANAGEMENT Branded
Entertainment
- - Vineet Tandon
This
article attempts to define what branded entertainment is and how marketers and
advertisers can effectively utilize this as a medium for reaching the indifferent
audience. ©
2006 IUP . All Rights Reserved
AD
ETHICS Celebrity
Advertising : What is Ethical as Role Model Icons?
- - Pratibha Abrol and Riya Sharma
Celebrity
advertising has become a trend and a perceived winning formula for product marketing
and brand building. Approval of a brand by a star fosters a sense of trust for
that brand among the target audience. At the same time, it needs to be acknowledged
that hiring celebrities is an expensive proposition for the marketer but it costs
much higher when celebrities endorse a product which affects the consumer's life
in a negative manner. The article attempts to have a closer look at the ethical
dimensions of celebrity endorsements. A special emphasis has been given to the
recent Cola controversy and an effort has been made to analyze how responsible
our role models are. ©
2006 IUP . All Rights Reserved
MARKETING
STRATEGIES Trade
Fairs, Expositions and Exhibitions: The Indian Connection
- - A V Bala Krishna
Even though trade fairs, exhibitions and expositions are not new, their evolution
to the present status is quite remarkable. Moreover, growth and development of
revolutionary technologies such as Internet and Web brought many changes in how
these events are planned and conducted. India, bubbling with the success of globalization,
has become an attractive destination for many companies of international repute
to showcase their strengths through these events.
©
2006 IUP . All Rights Reserved
MARKETING
STRATEGIES Designing
Integrated Promotion Mechanism to Influence Indian Rural Consumer Buying Behavior
- - A M Sakkthivel
The
Indian rural market is a rapidly growing segment, which has been recently captured
in the sales radar of consumer products behemoths. Tremendous potential, which
is identified through analyzing the constant change in lifestyle and standard
of living of the rural population, brings smiles on the faces of market-beaten
conglomerates. Yet, the volatility in the Indian rural economy acts as a stumbling
block for the companies to devise specific strategies to tap this latent segment.
This article attempts to design an appropriate promotion mechanism to woo rural
consumers and influence their buying behavior. ©
2006 IUP . All Rights Reserved
MARKETING
STRATEGIES Ambushers'
Attack on FIFA World Cup 2006
- - Hitesh Ruparel
It
has gone down in folklore that with a bunch of official sponsors there are a few
unofficial ones trying to pilfer the show and hijack the mindspace of the public
in general and customers in particular, who are not bothered whether the identified
player is an official sponsor or not. History has cited numerous examples of such
ambushers. This article talks about the ambushers' attack before and during FIFA
World Cup 2006. It also analyzes FIFA's stand in the football world. ©
2006 IUP . All Rights Reserved
TRENDS
AND INITIATIVES Internet
Advertising : A Destination for Evolving Strategies
- - K Rajakumari
The
Internet has revolutionized the concept of advertising and businesses are looking
at different ways of publicizing their products/services on the World Wide Web.
Internet advertising seems to have become the ultimate destination for all marketers.
This article is a preliminary investigation of this concept, presenting the various
methods available and also weighing its pros and cons. It is observed that this
is an efficient way of reaching global consumers, in spite of a few shortcomings. ©
2006 IUP . All Rights Reserved
PERSPECTIVE
Advertising
Lessons : for Survey Design
- - Priya Raghubir
Designing
a survey is analogous to designing an ad, for many reasons. In advertising, the
advertisers want to get a reluctant audience to process their advertising message
and then be persuaded by its arguments. In marketing research, the survey researchers
want the reluctant respondent to answer their questions. This article draws parallels
between the two worlds and shows how lessons learnt from advertising can be well
applied to survey design. ©
2006 IUP . All Rights Reserved
CASE
STUDY Pope
and Product Placements : Marketers' `Holy' Connections
- - Kisholoy Roy and Sumit Kumar Chaudhuri
©
2006 IBS Case Development Center, Hyderabad. All Rights
Reserved.
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