| COVER
STORY
Proximity
Marketing : A Conceptual Framework
- - V Devi
Proximity
marketing is a new form of marketing that takes care of mass marketing and one-to-one
marketing; it aims at maximizing the involvement of the target groups. This article
throws light on the meaning of proximity marketing, how and where it is used,
its advantages, etc. It concludes with some examples of where and how proximity
marketing works.
© 2007 IUP . All Rights Reserved
BRANDING
Brand
Cup 2007
- - Vineet Tandon This
article, Brand Cup 2007, attempts to explore the marketing blitzkrieg that is
synonymous with the ICC World Cup. As cricket is a passion for most Indians, marketers
are shelling out loads of money and leaving no stone unturned to make the most
of this opportunity.The biggest cricketing event is already on in the West Indies
where 16 countries are clashing against each other for the prestigious World Cup
2007. And now the battle has already boiled down to the second stage: the Super
Eight. World Cup 2007 is, however, not just a game between teams playing their
level best to win the Cup; it is a battle between brands that will be vying for
every inch of consumer mind space.
© 2007 IUP . All Rights Reserved
BRANDING
Non-profit
Brand Creating Social Equity for Corporates
- - Devi Prasad Mahapatra
As
the new age is marked by trends such as privatization and globalization, the aspect
of Corporate Social Responsibility (CSR) needs to get the desired focus. Non-profit
organizations with a special domain in philanthropic activities and charitable
works have become useful business tools to promote the brand value of their parent
companies. The latest trend for many Indian companies is to create non-profit
foundations to demonstrate CSR. Behind the noble mission, the real intention is
to enhance the brand value, costumer loyalty and reflect company values in tangible
ways. Big companies like Indian Tobacco Company (ITC), Infosys, Wipro, Bharti,
Satyam, Dr. Reddy's, etc. are enhancing their brand name through their respective
non-profit foundations, which help them to build stronger relations with communities
and stakeholders. With due course of time, they acquire their own identity and
brand value by serving downtrodden people. This article highlights one such corporate
social initiative and how this step helps the corporate to reach the economic
bottom line.
© 2007 IUP . All Rights Reserved
BRAND
MANAGEMENT
Brand
Management
- - Sunaina Mishra The
brand has become a central feature in today's emerging markets. Brand management
is important in building long-term relationships with the consumer whether it
is a service market or an industrial market. This article explains how, by adopting
a consistent and long-term strategy, a brand can become truly global.
© 2007 IUP . All Rights Reserved
BRAND
MANAGEMENT
Brand
Management 101
- - Rakesh R Pandey Brand
management is the new craze in the corporate world. The products and services
are increasingly getting differentiated in order to meet consumer needs. This
article aims at understanding the basics of brands and brand management.A story
that started in the US cattle ranches more than a century ago, of identifying
cattle by branding them with a hot iron, has become an influencing factor towards
a company's success story today. As branding is the indispensable marketing mantra.
India Inc. has also starting flexing its brand muscle. Brand management starts
with understanding what `brand' really means.
© 2007 IUP . All Rights Reserved
ADVERTISING
(M)Ad
about Cricket
- - Tripti Dhote
The
bond between cricket and advertising in India has always been exceptional. It
has been a synergistic relationship. Ever since we won the World Cup in 1983,
cricket has been a front-runner on the advertising pitch. While marketers are
pumping in a fortune to get noticed, the media is leaving no stone unturned to
attract eyeballs. From player endorsements, apparel sponsorships, product launches,
blogs, special advertisements marketers and media alike have managed to leverage
and cash in on the slimmest of cricketing opportunities for thickening their returns.
The unpredictability of the game notwithstanding, an investment worth Rs. 350
cr by SET Max alone is evidence enough of the power that cricket wields on the
advertising world. But, following the dismal performance and ignominious exit
of India, will the craze subside or is it just a passing phase?
© 2007 IUP . All Rights Reserved
ADVERTISING
Shock
Advertising : Compelling You to Remember
- - Kunal Gaurav
Ensuring success at the marketplace characterized by cut-throat competition
seems somehow impossible without effective advertising. Advertisers are always
searching for innovative ways of gaining customer attention. Emotional issues
are frequently being used in advertisements to stir up positive and negative feelings
of the customers so that they can remember the advertisements for longer time.
Shock advertisements can be thought of as the extension of emotional advertisements.
Although shock advertising makes use of vulgar and disgusting images with offensive
messages that violate norms and abuse morality, it is pretty effective as it creates
controversy and attracts the attention of the public towards the advertisements
and the company advertising the product.
© 2007 IUP . All Rights Reserved
ADVERTISING
Creativity
and Literary Values of Advertising
- - PC Sekar and T Joel Gnanapragash This
article mainly focuses on how the literary values of a language can be creatively
used in developing advertisements. While explaining the term `creativity' and
`literature', it also presents the importance of creativity, in general, and marketing
and advertising, in particular. Further, it showcases the different forms of literary
modes which can be creatively used for effective advertisements. The essence of
this article is in relating creativity to copywriting. It may help the advertisers
to recognize the importance of creativity as the bedrock of copywriting.
© 2007 IUP . All Rights Reserved
MARKETING
Marketing
: The Changing Paradigm
- - K Sangeetha The
rapidly changing business environment has changed the face of marketing operations.
The increasing consumer demand for newer experiences, information dissemination,
novelty in advertisement and branding has put marketing in the realm of consumers.
Thus, marketers have to reach out to consumers in an innovative and attractive
manner that differentiates their products/brands from competitors in the marketplace.
Innovation and distinctness of a company in its marketing efforts will be the
deciding factor, keeping it a step ahead of its competitors in ruling the market.
© 2007 IUP . All Rights Reserved
MEDIA
AND COMMUNICATION
Online
Crisis Management : A Field of Expertise
- - Bhishma Kukreti The
Internet is playing an important role in how the consumers receive information.
It has become a very powerful tool for business enhancement and publicity. But
the same characteristics of online media-speedy, easy and positive communications-are
some of the ways of spreading negative and unwanted news or rumors for individuals
and organizations. The `Word-of-Mouse' is becoming as important as `Word-of-Mouth'.
This article discusses the role of Internet-triggered crises for individuals and
organizations and the role of the Internet in defusing such crises. It also highlights
the various media that generate online crises and suggests ways and means of avoiding
them and the necessary tools for resolving them.
© 2007 IUP . All Rights Reserved
CASE
STUDY The
Rise of Green Consumerism : Is It a Fad or Is It `Sustainable'?
- - Sumit Kumar Chaudhuri and K Ramanathan
© 2007 IBS Case Development Center, Hyderabad. All Rights
Reserved. | 
