Mapping of Consumer Preference Through Advertising in Four Wheeler Segment
-- Dr. D Venkatramaraju, D Rajasekar
Advertisements not only talk about a brand or a manufacturer/supplier, but also
provide product information. Four wheeler advertisements are meant to convey the
marketer’s message to the prospective customers and lure them to purchase the product.
The article discusses about advertising in four wheeler segment and how they impact
the consumer’s preferences in purchasing them.
© 2011 IUP. All Rights Reserved.
The Truth Behind the Lies: Advertising and Materialism
-- Namrata Sandhu
Advertising is promoting unrestrained consumption in the society and perpetuating
a culture which places too much importance on material goods. This article
explores its favorable and unfavorable impact on the society in general and life
of the consumers in particular. It also suggests remedies to the problems so created.
The importance of building positive communication strategies aimed at
reducing the undue focus on materialism is highlighted.
© 2011 IUP. All Rights Reserved.
The ‘Coke Contrast’ in India: Coke versus Coca-Cola
-- Dr. Anurag Dugar
This article is about Coke’s not so well journey in India. It poses a question why
Coca-Cola is not being able to manage Coke as well as it is managing its other
brands? The crux is to analyze how Coca-Cola has strongly positioned and managed
its newer and smaller brands in India and not Coke. The article identifies
branding and communication-related issues with Coke and compares its strategies
with that of Sprite and Thums Up. The article also sneaks a quick look into
what Pepsi is doing in respect to these issues and this in a sense completes an
analysis of top brands in Indian carbonated drinks industry.
© 2011 IUP. All Rights Reserved.
Subhiksha: Diagnosing the Collapse of Indian Retail Prodigy
-- Dr. Mohit Maurya
Though, Indian retail market has been favored as an attractive destination for retail
investment, it has witnessed many promising retailers crumble. With numerous handicaps
like that of infrastructure, regulations, etc. entrepreneurial over-enthusiasm and
underestimation of market dynamics has brought disgrace to many Indian retailers.
The article discusses about Subhiksha which has become a victim of aggressive expansionary
plans and lack of financial acumen. Moreover, indispensable aspects of modern retail
like supply chain management were disregarded at the cost of lost sales and dissatisfied
customers. The article seeks for reasons behind the debacle of Subhiksha, the prolific
discount retailer.
© 2011 IUP. All Rights Reserved.
Advertising Trends: An Analysis of Modern and Conventional Tools
-- Dr. Anita Sukhwal and Jyoti Joshi
The demand pattern analysis of Indian advertising highlights the changes in the
strategies and the time-honored struggle to ascertain the relationship between the
advertisers and consumers over the last few decades. Marketing through advertising
helps native business to meet the challenges and competition from global marketing
trends. The invulnerable customer is a tough customer and that makes media fragmentation
and strategies all the more challenging and baffling. Against this backdrop, this
article has a focused purpose of unveiling the latest trends and practices that
have emerged in the field of advertising. The methodology used is secondary data
collection from published sources of national and international repute. The approach
taken is to compare the conventional and modern tools used in marketing, thus holistically
analyzing the pros and cons of each tool. The implication of the article holds in
providing a framework to the marketing managers how to design a promotion mix knitting
conventional and modern advertising tools for efficient and effective communication.
© 2011 IUP. All Rights Reserved.
Importance of Ambient Media in Advertising
-- Vijay Shah
Advertisement is an admirable piece of work. Needless to say, the best advertisement
obviously leaves an indelible impact on consumers to use the product or service.
The highly competitive field of marketing communication is currently witnessing
a period of rapid change in advertising. ‘Ambient advertising’ which is relatively
new medium of advertising in India, reflects many factors in increasing cost-effective
‘breakthrough’ communication. For ambient advertising, world is an advertising stage.
Ambient advertising is almost any kind of Out-of- Home (OOH) media which includes
placing of advertisements/messages on sides of cows, camels, sports stadiums, air
balloons, sky writing, staircases, park benches, cars, bicycles, etc. As against
the traditional advertising approach; uniqueness, creativity, novelty and timing
are the key themes that are used in ambient advertising to catch the attention of
the target audience.
© 2011 IUP. All Rights Reserved.
Strong Brands for Weak Souls!
-- K R Senthilvelkumar
Young Indian consumers’ buying preferences seem to refute many paradigms
related to consumer behavior. Their waning desire for strong brands is seen by
marketers as an unpredicted development. This article examines the major influences
on the buying behavior of the youth and explores what marketers can
do to retain these consumers’ interest in their brands.
© 2011 IUP. All Rights Reserved.
Green Marketing: The Innovative Mantra of Marketing
-- Dr. Priyank Azad
The mounting awareness about/on disturbed ecological balance and environmental consciousness
has changed the behavioral patterns both in the individuals and businesses across
the world. The apprehension towards global warming, harmful pollutants, non-biodegradable
solid waste has sharply risen in the past decade. Now is the time of recyclable,
non-toxic and environment-friendly green products that can help in preserving our
environment and keeping it healthier. This has led the marketers to take a shift
in practices and incorporate the concept of ‘Think Green’. Thus, ‘Green Marketing’
refers to a comprehensive marketing orientation wherein products and services are
promoted to gratify the target audience who favor products of good quality, durability,
performance and which are available at an affordable cost, simultaneously not having
an injurious influence on the environment. This article discusses the notion of
green marketing, its initiatives, challenges and probable strategies as conclusion.
© 2011 IUP. All Rights Reserved.
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