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COVER
STORY
M-Advertising:
The Network Follows
-- Rashmi Joshi
Fierce
competition in the commercial environment has
compelled businesses to look for novel and more
effective alternative means of advertising and
marketing. The ever-changing face of technology
has given rise to several possibilities that can
be gainfully explored for the purpose. One such
advertising channel, which is already rapidly
gaining ground, is the world of Mobile-advertising
(M-advertising). While mobile-advertising has
the potential to become a powerful personalized
advertising medium, there are certain issues which
need to be addressed in order to optimize the
benefits for the advertisers.
© 2007 IUP . All Rights
Reserved
COVER
STORY
The
`X' Effect : Reaching the Customers the Experiential
Marketing (XM) Way
-- Rajiv Joshi
In
today's competitive marketplace, generating customers'
interest in the brand and convincing them about
the brand through the conventional marketing approach
is very difficult. The consumer always looks for
something and somebody that/who can be trusted.
And when it comes to taking decision, personal
experience and the direct interaction with the
brand will definitely help the consumer. Experiential
Marketing (XM), as a direct link and the interface
between the consumer and the brand, provides a
sensory experience.
© 2007 IUP . All Rights
Reserved
REBRANDING
Rebuilding
Hindustan Lever Limited's Corporate Identity
-- Rashmi Malapur
`Corporate
Identity' sends a strategic message to the world.
In this new era, where the consumer is wooed by
countless brands and his mind is continuously
bombarded with stimuli from various brands and
logos, the role of corporate identity is vital.
This article looks at a recent example of Hindustan
Lever Limited (HLL), changing its corporate identity,
the reasons for the change and discusses various
aspects of corporate identity.
© 2007 IUP . All Rights
Reserved
RESEARCH
TOOL
RFID:
A Novel Tool for Marketing Research
-- Kunal Gaurav, Shiv Shankar Tripathi
Nowadays, competition has become an inevitable
part of business where various competitors are
struggling for the same wallet share in the market.
Information is one of the most important requirements
to take the right decision at the right time in
this rapidly changing world. Very often marketers
try to gather information by using various tools
in order to understand the market dynamics. This
article explores the possible use of Radio Frequency
Identification (RFID) as a research tool to gather
information by tracking consumer buying behavior.
© 2007 IUP . All Rights
Reserved
BRANDING
IDD:
The Brand Disease
-- Srikanta Kumar Padhi
The
Brand Disease! It is amazing how a brand, an inanimate
element, can suffer from a disease. But it is
possible, if a brand is assumed as a person by
business houses. This disease may not be caused
by any germ or virus, but by losing its identity
and uniqueness, which are the core contours of
a brand. Brand Disease is also termed as `Identity
Deficiency Disorder (IDD)'. This article focuses
on the symptoms of IDD and the measures to control
it.
© 2007 IUP . All Rights
Reserved
MARKETING
STRATEGY
Positioning
Means Locking the Brand in the Prospects' Minds
-- Bedbal Ray
Different
people talk about `Positioning' from different
angles and the approaches are many. It is very
interesting to note that corporates may not follow
the established theories, when they position their
products. This article tries to find out different
available approaches. Seven different approaches
of positioning with current Indian examples are
presented hoping that all these examples are meaningful
in the paradigm of `Positioning'.
© 2007 IUP . All Rights
Reserved
MARKETING
STRATEGY
Brand
Positioning: A Mind Game
-- Arindam Mukherjee
The
article is an attempt to portray the brand positioning
as a mind game for the marketers. It introduces
the concept of `Points of Difference' and `Points
of Parity' and explains the role of brand positioning
in brand building and how it helps to grow the
business. The article also introduces the positioning
triangle and highlights the subliminal effects
and their relation to positioning. It also discusses
the different positioning errors.
© 2007 IUP . All Rights
Reserved
MARKETING
STRATEGY
Beer
Bottle Cooler: A Failed Product
-- PR Kulkarni, Lopamudra Ghosh
The
company `Blue Star' had introduced a machine solely
for cooling beer bottles. But for many reasons,
the sale of the bottle cooler was not as expected.
In view of the poor sales figures, Blue Star conducted
a market survey to understand the requirements
of the wine shop owners' and their expectations
from the company and its cooling machine. This
article is based on the survey and discusses Blue
Star company and its beer bottle cooler and the
challenges it faced. The article discusses the
strategies a company should adopt in order to
convert a failed product into a success. This
article can be used to explain the issues in the
marketing strategy in a classroom.
© 2007 IUP . All Rights
Reserved
CASE
STUDY
Starter
Kits as a Tool for Awareness and Promotion
-- G Radha Krishna,PV Murali Krishna,Ayan Mishra
In
the face of the growing competition, Vodafone
has decided to increase its tempo as far as advertising
and market penetration are concerned. With the
above objective, Vodafone has decided to go the
whole hog from the grass root, by targeting the
lower but most important link of the supply chain,
i.e., the retailers' end.
© 2007 IUP . All Rights
Reserved
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