| COVER
STORY Taking
IT to Rural Indian Markets
- - V Ramprasad
The
IT scenario in rural India is still in its infancy, but its adoption has a tremendous
scope for agricultural productivity and business. The use of Community Information
Centers (CIC), solution centers, video conferencing, Internet & digital economy,
electronic commerce, global Internet business, multimedia communication, and Information
Technology (IT) will boost the agri-business. Implementation of IT in rural business
is going to play a key role in the coming years in expanding the Indian rural
business environment.
© 2007 IUP . All Rights Reserved
COVER
STORY FMCG
Companies in Rural Indian Markets
- - Lopamudra Ghosh
© 2007 IUP . All Rights Reserved
MARKETING
STRATEGY Neuromarketing
Searching for Buy Buttons in the Consumer's Brain : Marketing Strategy
- - Kunal Gaurav
Instead
of just taking a consumer's words for granted
on why they prefer one product/advertisement over
another, now corporates are using the latest brain
scanning techniques to reach the roots of the
consumer's desires. Neuromarketing uses medical
technology known as Functional Magnetic Resonance
Imaging (FMRI) to identify the patterns of brain
activity that reveals how a consumer actually
responds and evaluates a product, service or advertisement.
It aims at understanding how and why a customer
develops relationship with the product, brand
and the company itself.
© 2007 IUP . All Rights Reserved
MARKETING
STRATEGY Relationship
Marketing : Examination of a New Paradigm
- - Sanjit Kumar Roy
Relationship
marketing has come into prominence over the last two decades or so. It has made
its presence felt both in academics as well as in practice, but there is a lack
of empirical research on the same. This article looks into the various definitions
of relationship marketing, while distinguishing between transaction marketing
and relationship marketing. It also outlines the purpose of relationship marketing,
throws light on some of its dangerous axioms and illustrates the most accepted
relationship marketing framework. Finally, it concludes with the different challenges
that the new paradigm of marketing is facing and leaves the readers with the suggestion
that relationship marketing could be used as one of the advertisement tools to
build brand image and create awareness about a brand.
© 2007 IUP . All Rights Reserved
ADVERTISING
In-flight
Advertising : Yet to Take-off!
- - Vineet Tandon and Sachin Mitta
As
competition for brand identity intensifies, marketers explore newer ways of reaching
the target audience. One of the less explored areas for advertising is in-flight
advertising, which if tactfully exploited can have the undivided attention of
the "nothing-to-do" audience and at the same time provide additional revenue stream
for the airlines. This article attempts to highlight how in-flight advertising
can be useful to both the advertisers as well as the airlines and offers opportunities
to captivate an audience.
© 2007 IUP . All Rights Reserved
ADVERTISING
Future
of Online Advertising in India
- - Anil Chandhok
As
the world is moving into an era of e-commerce, studies relating to it clearly
show an upward trend in global online shopping. The websites are designing and
devising innovative advertisements in order to attract potential customers. The
basic purpose of any advertisement is to inform, communicate and convince the
customers about the product's desirability, thereby, creating a demand for it
in the marketplace. Online advertisements are one of the strongest media due to
their low-cost and speed of communication, and are an effective way to reach anybody,
anytime and anywhere in the world.
© 2007 IUP . All Rights Reserved
ADVERTISING
Future
of Indian Radio Advertising : A Glimpse
- - Kiran Kumar Narasimhan
The
past two-and-a-half decades saw quite a lot of improvements and advancements pertaining
to television advertising. Today, the radio is again evolving as a medium which
is being preferred by many people in India. Many FM stations have begun entertaining
the audience by airing music, news, etc. In between these programs, different
companies are trying to seek out a niche for their advertisements. Thus, the radio
has also started playing a major role in public places. This article attempts
to highlight certain guidelines for successful advertising in radio.
© 2007 IUP . All Rights Reserved
ADVERTISING
Tirupati's
Campaign : Balancing Its Bite
- - Aarti Joshi
NK
Proteins Ltd., an ISO 9002 Company, registered in the year 1993, is engaged in
refining all types of edible oil. This article discusses the different media strategies
adopted by NK Proteins for its success in the cotton seed oil segment through
its Tirupati brand, despite the stiff competition from the various local and regional
players. It also highlights the full advertising campaign of Tirupati Cotton Seed
Oil and all the media tactics employed by it.
© 2007 IUP . All Rights Reserved
BRANDING
Sachin
Tendulkar : End of a Brandman's Saga?
- - T Paulraj
Sachin
Tendulkar, the most expensive Indian human brand, is in his mature phase of brand
cycle. Will the advertising industry clearly portray the senior cricketer in new
commercials? As the ICC Cricket World Cup 2007 is a round the corner, the nation
of a billion cricket crazy fans, who desperately search for some ointment to soothe
their wounded pride in the sports arena, obviously pins its hope on its much hyped
cricket team that consists of illustrious players like Sachin Ramesh Tendulkar
(Sachin).
© 2007 IUP . All Rights Reserved
BRANDING
Winning
Customer Loyalty through Enterprise Branding
- - A M Sakkthivel
Fighting
the defection of customers is a major concern today for the corporates. Mushrooming
of "me-toos" or clones in the market dilutes the brand value created by the companies.
Companies are gradually moving from offering Unique Selling Propositions (USP)
to offering Unique Value Propositions (UVP). Convincing the consumers to buy and
encashing their loyalties has proved to be a Herculean task for many. Companies
are faced with the challenge to sustain the superior value offerings to achieve
UVP. These enterprises create a brand image, not for the products/services they
offer, but for the whole enterprise. This article aims at offering insights about
value creation and delivery in line with customer expectations, and winning and
tracking customer loyalty in the process of developing enterprise branding.
© 2007 IUP . All Rights Reserved
BRANDING
Star
Power : Enhancing Brand Equity
- - Devi Prasad Mahapatra
Amitabh
Bachchan! Today, the acting icon is synonymous with Pepsi in soft drinks, Cadbury's
in chocolates, Eveready in batteries, Maruti Versa in automotives, Emami Boroplus
in antiseptic creams, Dabur in diet supplements, Reid & Taylor in apparels, ICICI
in financial services, and of course Nerolac in the world of paints. Not only
Big B, celebrities from different spheres made their presence in every sort of
publicity campaignfrom sophisticated laptops to daily detergents. The star endorsements
are exploding and the old organizations are now clutching at expensive straws
to survive the cut-throat competition. Does star power really work? Does it actually
help to enhance the market share of the brands? Does it push the consumer towards
the product because his favorite star is the brand ambassador for the product?
This article tries to highlight some of the issues related to celebrity endorsements.
© 2007 IUP . All Rights Reserved
BRANDING
"Shh..."
in the Paradigm of Confused Image-connect
- - Bedabal Ray
Creating a brand through mental-connect and image-connect is not new. Transferring
the brand value of a celebrity to a brand is also not new. Here I have tried to
find a mental-connect route through an image-connect to develop an imagery around
a new brand of perfume. The perfume company made a "guesstimated" mistake on the
basic premise that Jade Goody would bring an expected win in Big Brother, a Reality
Show in the UK, and they would happily ride on the wave of that success and, of
course, Shh... would become a sure winner. But things went haywire as Goody got
evicted from the show and the company's whole marketing gumptions became murky.
Suddenly, Shilpa Shetty sprang a surprise win in the Reality Show and the irreverent
marketing pundits have got something on their platter to ponder. Should we go
for the alternative or not!
© 2007 IUP . All Rights Reserved
TRENDS
AND INITIATIVES Indian,
Fijian Foods Add Spice to Sydney's Appetite
- - Asha Chand
Indian
spices, snacks, prepacked meals and exotic Fijian foods that have satisfied the
taste buds of Sydney's migrant Indians for several decades, have now started to
tickle the fancy of many westerners who flock to more than 100 speciality grocery
shops in Sydney to spice up their appetites. The recent exposure of the Indian
culture through bollywood movies such as Bride and Prejudice, street fashion,
and the catwalks, and TV advertising of products such as Lipton Chai latte, tandoori
and raita sauce in McDonald's healthy foods promotion, to large western and multicultural
audiences has meant a much deeper appreciation of things that are of Indian heritage
or exotic Fijian. This article draws attention to this recent trend which is sweeping
through the land Down Under.
© 2007 IUP . All Rights Reserved
CASE
STUDY Red
Bull Changing Flavors?
- - Rajnandan Patnaik
© 2007 IBS Case Development Center, Hyderabad. All Rights
Reserved. BOOK
REVIEW Kellogg
on Branding
- - Editors: Alice M Tybout and Tim Calkins Reviewed by R Harish
This
book offers ideas on branding with a balanced mixture of academic theory and practical
application. Articles skillfully combined and authored by the marketing faculty
from various academic institutions, practicing managers from industries and marketing/brand
consultants help in attaining this. Several case studies and practical examples
related to the concepts of branding are also provided through this well-knit series
of articles contributed by marketing professionals.
© 2007 IUP . All Rights Reserved |
