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COVER
STORY
TRIZ
for Marketing Decisions
- - Surya Pala
The
advertising industry was, hitherto, attuned to `out-of-the-box
thinking to get creative ideas. Now, a new toolTRIZmay be
adopted to think linear and devise compelling marketing decisions.
Let us move on to learn `in-the-box thinking.
© 2005 IUP. All Rights Reserved
MEDIA
& ENTERTAINMENT
Entertainment
Economy
- - Vineet Tandon
Entertainment
is an integral part of Indian life. Indians grow on `lullabies,
get enthused by metered `epics, and derive inspiration from
age-old epochal characters as well as modern movie idols.
Over 800 movies, innumerable number of soaps and scores of
other entertaining events truly reflect our longing for entertainment.
In the past we witnessed the Green Revolution; now, are witnessing
the telecommunication revolution; and soon are going to see
entertainment revolution. This article traces the entertainment
economy of India and how it is evolving to bring in a revolution.
© 2005 IUP. All Rights Reserved
AD
ETHICS
Food
Advertising and Obesity
- - Kanugovi Sreenath
In
the US and Europe, advertisers and advertising agencies are
increasingly blamed for the obesity problems of modern society.
Are they the true culprits? Or are they just scapegoats?
© 2005 IUP. All Rights Reserved
AD
ETHICS
Advertisement:
A Well-known Riddle
- - Anitha Dilipan
These
days, we have advertisements for everything, right from a
packet of chips to the chip used in computers. It was often
believed that ads persuaded the purchase of a product by exaggerating
the facts. But is it not unethical on the part of the company
to indulge in such acts? The question that arises here is
whether the ad itself was wrong or was it understood in a
wrong manner?
© 2005 IUP. All Rights Reserved
CONSUMER
DURABLES
Managing
Consumer Sales Promotions in the Durable Goods Sector
- - Preeta Hemang Vyas
In
recent times, the Indian consumer durables sector has witnessed
a large number of sales promotion offers. This article discusses
reasons for its usage, objectives, practices and issues in
managing these activities from the perspective of the company,
consumers and dealers.
© 2005 IUP. All Rights Reserved
CONSUMER
DURABLES
A
New Deal for Durables
- - John Bogert, Joe Manget and Stefan Rasch
The
market for consumer durablesproducts intended to last more
than a few yearsis waking up. Except for the lively electronics
sector, durables have been a relatively quiet, manufacturer-driven
business in which innovation has proceeded at a leisurely
pace and global competition has been minimal. Not anymore.
Increasingly, the whole sectorwhich also includes furniture,
appliances, and some apparelis beginning to mimic electronics:
Innovation cycles are accelerating, brands are under attack
from private labels and imports, and sourcing from Low Cost
Countries (LCCs) seems imperative. This article evaluates
tactical, strategic decisions that the consumer durables company
should take to thrive and succeed in this market.
© 2005 The Boston Consulting Group, Inc. (www.bcg.com). Reprinted
with permission.
BRAND
MANAGEMENT
Brand
Your Business: Why Your Company Needs a Corporate Brand Identity
and Strategy
- - Linda Fisher
Achieving
a competitive edge in the global business environment is challenging.
Achieving competitive advantage through unique positioning
grounded in a corporate identity and sound brand strategy
are essential. Is your company willing to make an investment
of time and intellectual capital to develop and implement
a corporate identity and brand strategy?
© 2005 IUP. All Rights Reserved
PRIVATE
LABELS
Private
Label: A Tool to Ensure and Increase Store Loyalty
- - Jayashree Dubey
The
emergence of retail giants that have converted shopping to
a leisure outing, is poaching on customers of the traditional
stores. An opening of a single hypermarket, where diverse
varieties of products are offered under one roof, giving customers
an opportunity to get entertained while shopping, engulfs
a large pie of market share of small stores. Due to the huge
financial muscle of these retail giants, small stores are
not capable of giving tough competition in terms of conventional
sales promotion strategies like discount, variety, shopping
experience, etc. Under such circumstances, one of the promising
and innovative tools that can be used to maintain the footfalls
in retail stores is to come up with products (under private
brand) capable of addressing the customers demands unmet
by national or international brand products.
© 2005 IUP. All Rights Reserved
CRM
CRM
and Customer Strategy
- - Colonel R S Prasad
Customers
are the lifeblood of any organization. All the organizations
grapple with issues like how to acquire the right customers
and retain them, developing them into loyal ones and getting
back customers lost to competition. Customer strategy resolves
all these issues. It helps in customer acquisition, customer
loyalty, customer retention, customer dependency, and customer
win back strategies. This article evaluates the importance
of customer strategy for the success of any CRM initiative.
© 2005 IUP. All Rights Reserved
PRODUCT
PLACEMENT
Product
Placement: A Marketers New Tool
- - Tarang Vaish
Marketers
always look for something new and innovative. And why not,
in the world where words like brand loyalty are passé, it
is almost necessary for brands to stand out of the clutter.
A lot of this depends upon the kind of product you sell and
also on how you sell it. The current buzz in the Indian industry
is on how to communicate with a potential customer so as to
leave a mark on him. One such way that is currently being
tapped in a big way in Indian advertising is, in-program placement.
There are various ways of using the mentioned medium and this
article tries to deal with some such aspects.
© 2005 IUP. All Rights Reserved
CASE
STUDY
Repositioning
Dabur
- - Ajith Sankar R N, Sanjib Dutta
Our
research showed that consumers found it difficult to distinguish
Dabur as a corporate brand and as a master brand. The positioning
was unclear to the public. So, we decided to embark on a brand
recast to identify brands based on their product properties.
This essentially means that Dabur is shedding its age-old
umbrella brand strategy, where its entire product portfolio
was under one roof.
© 2005 ICMR. All
Rights Reserved. For accessing and procuring the case study
log on to www.ecch.cranfield.ac.uk or www.icmrindia.org
BOOK
REVIEW
Born
to Buy: The Commercialized Child and the New Consumer Culture
- - Juliet B Schor
The
book discusses how the power of marketing has distorted the
social and cultural values of the society. It talks of how
kids today have a different and more consumerist value system
as compared to their parents. The credit for this change goes
to the marketers. Advertising has improved appreciably in
its quality and subtlety, and thus is becoming more effective.
The author has analyzed the changing trends and their detrimental
impacts on the society.
© 2004 Juliet Schor. All Rights Reserved. The IUP holds the copyright for the review.
INTERVIEW
"I venture to say that most American and European consumers
know very few Indian brands. Rather than saying Indian companies
should seek to alter the perceptions of international consumers,
I would say that these corporations must build brand identities
to become known to them in the first place."
-
Linda Fisher
© 2005 IUP. All Rights Reserved. |
